LinkedIn Releases New Ad Targeting Feature to Focus on Employees from Specific Companies

One of the key ways LinkedIn will be looking to improve, following their most recent disappointing earnings forecast, will be through the increased utilization of their data. LinkedIn now has more than 414 million members worldwide, and along with that comes an unprecedented amount of professional and career-based information – education, job progression and advancement trails listed throughout each and every member profile. With access to such insights, LinkedIn can create new solutions for recruiting, career advancement, learning – the list goes on – and another area that LinkedIn has capacity to advance the conversation is in ad targeting.

Along this line, LinkedIn has announced a new audience targeting option called 'Account Targeting'. What Account Targeting enables you to do is, businesses will be able to upload lists of the companies they either already do business with, or would like to do business with in future. Marketers can bring a list of up to 30,000 companies – LinkedIn will then take that listing, process it, and cross-reference it against their database to uncover all the listed employees they have who work for those brands. This then allows marketers to target those employees specifically with their LinkedIn ads, helping to hone the focus of campaigns to the very people they most need to hit.

It's a logical, and smart move by LinkedIn – Sponsored Updates were the primary driver of growth for LinkedIn's Marketing Solutions arm, according their most recent results, delivering more than 50% of the department's $581 million in revenue generated for 2015.  Through this new option, advertisers will be able to target in their Sponsored Updates more specifically, getting their content in front of the relevant decision makers, which is particularly relevant for those marketing to the B2B sector.   

Further to this, LinkedIn's also noted that it plans to develop its audience matching capacity to allow marketers to upload different types of information in future, utilizing even more data points to get increasingly specific with their outreach efforts. At present, advertisers can upload their lists and refine them based on LinkedIn's pre-existing ad targeting options, which include location, job title and age. Helpfully, advertisers will also be able to upload lists of people they don't want to target with their ads (which could avoid you spamming existing customers).

LinkedIn currently has more than eight million company pages listed within their network, a huge breadth of data to utilize in this context. Account Targeting is only available for Sponsored Updates and Sponsored InMail formats at present, and can only be purchased via LinkedIn's sales team, though there are plans to extent this capacity to the platform's self-serve ads tool in future.

It's another step towards maximizing their professional insights and data to change the way businesses approach their outreach efforts – and LinkedIn's not only doing this on an advertising front, their recruitment solutions, too, are looking at making more use of their career data to help recruiters and job seekers make better, data-backed decisions in their processes. 

Expect to see more advancements on this front from LinkedIn in the near future.

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Original source: LinkedIn Releases New Ad Targeting Feature to Focus on Employees from Specific Companies.
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Secure Your Own Mask First

If you've ever traveled on an airplane, you've heard the advice to "secure your own mask before attempting to help another passenger." That's a simple reminder we should take with ourselves more often.

Helping others and having a giving spirit is wonderful. But, while we should all become expert "givers" – of our love, attention, expertise, and value – it's important to remember we are entitled to receive it back once in a while also.

I was reminded of this recently when I came upon a post by the wonderful Stephanie Calahan on the importance of flexing our "receiving" muscles. It took me back to an experience in my own life that I'd like to share today…

Like all truly happy stories, this one starts with a nearly-terminal bout of cancer. I can distinctly remember my doctors handing my family and myself a pamphlet, and advising that I get my will in order. What can I say? Sometimes you just hold on to the little things.

But (spoiler alert), I didn't succumb to the illness and write this post from the other side. Instead, I listened to the little voice inside of my head that literally screamed "I haven't accomplished enough yet!" and I made it through. I truly believe it was that extra sense of determination that made all the difference for me when it came to beating cancer.

But while my determination was strong, in order to regain my strength and get my life back to normal, I had to learn to accept the strength of others. I just didn't have the fuel to get through the day-to-day grind. I needed help with small daily tasks, and more than that, their visits and encouragement.

It was during this time – roughly five months after my physicians had advised me of my imminent mortality – that a good friend came by with her enormous, loving hugs. I still smile at the memory of them today. Her hugs were (and remain) that good.

On this particular afternoon, we settled in and chatted for hours over tea. During our talk, I noticed something I hadn't ever paid much attention to before: my friend was a single mom who was caring for her aging mother (who happened to suffer from dementia). She was also helping to care for her adult daughter, who was an under-employed single mother herself.

My friend was essentially the caregiver to everyone in her home… and doing it all while bouncing between a number of poor-paying jobs. Her burden was enormous, and yet she never complained. All day long, she devoted the sum of her strength and love to her family and took nothing in return. It was a one-way street of care and affection.

However, at one point during our visit that day, I saw the tiniest crack in her mask of smiles and hugs. In that moment, I understood how much she was suffering from those burdens. My heart ached.

Abruptly, I asked her what she did to "refuel." She looked at me blankly for a moment, the smile on her face dropping for a split second, before clenching her fists and turning her best and brightest expression back on. It was too late, though, I had seen it. I knew the pain she bore.

After our talk, I gave my friend the best hug I could manage. Mine were a little weak at the time, compared to hers, but I figured it was the thought that counts.

In the following weeks, however, I was determined to help her find a way to recharge. As it happened, she came across an opportunity to attend a conference in the US on behalf of her employer. I practically begged her to take the chance she had, already being away from home and her normal day-to-day responsibilities, to get some time for herself. After a bit of cajoling, she decided to take a couple extra days to herself and make a short detour to Mount Rushmore.

Naturally, she returned with a mug for me embossed with the four famous faces (there she was again, thinking of someone else). When she handed it to me, she was beaming. She expressed her gratitude for the encouragement, as it had turned out to be just what she needed to find a bit of peace and energy. She had just needed a chance to refuel and reset her mind.

Let's not forget that it's hard to be of use to anyone else if we are suffering, drowning with anxiety, or too burnt out to be fully present.

The more you give, the more you get. That's true in business, relationships, and (probably) karma. And it's usually better to give than receive. But, when it comes to managing stress and emotions, don't forget that it's okay to be on the other end of kindness, appreciation, and self-care once in a while, no matter how daunting those marketing deadlines can be.

This post originally appeared on the Kayak Online Marketing blog.

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Original source: Secure Your Own Mask First.
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5 Social Media and Digital Marketing “Must Haves” for 2016

With so many social media and digital marketing options now available, it can be overwhelming trying to work out what you should be doing first. At the same time, it's also a very exciting time for marketers and business owners, with so many powerful marketing tools available to help escalate and grow their business, sales and exposure.

In this post, I recommend concentrating on and implementing the following "must have" tactics in 2016 to see fast, powerful and reliable results in your sales for your business.

Note that these tactics apply across the board for both large and small businesses, in both B2C AND B2B, as all people are "consumers"; this is now P2P, People-2-People marketing.

In 2016, having a social media presence for your business is a must, not a choice, if you want to expand your customer reach. Businesses need to seriously adopt and add social media as a strong marketing channel to gain exposure exponentially – here's why:

65% of American adults now use social networking sites – a nearly tenfold jump in the past decade. (Pew Research)Young adults (ages 18 to 29) are the most likely to use social media – fully 90% do, compared to 12% in 2005. (Pew Research)At the same time, there has been a 69-point bump among those ages 30-49, from 8% in 2005 to 77% today. (Pew Research)Usage among those 65 and older has more than tripled since 2010 when 11% used social media. Today, 35% of all those 65 and older report using social media. (Pew Research)Internet users have average of 5.54 social media accounts (GlobalWebIndex)

Google has integrated social media data into its organic search engine algorithm and to date, organic rankings may now rely on up to 70% on social media.

You can see that social media pages are being found more frequently in search results. And social media profiles are often amongst the top results in search listings.

As a business, you should post updates regularly and respond to those who contact you via social channels promptly. Google considers activities such as social engagement, comments, and website visits to be ranking factors.

Quite simply, social media is the future of marketing.

Figures show that consumers are becoming increasingly visual and prefer images, videos and infographics to other types of content.

Visuals are memorable and effective, because they help people process, understand, and retain more information more quickly.

Using images, making videos, visual presentations and infographics is a very effective way to convey your message to your customers.

Content with relevant images gets 94% more views than content without relevant images. (Source)Visual content is more than 40X more likely to get shared on social media than other types of content. (Source)Facebook posts with images see 2.3X more engagement than those without images. (Source)Tweets with images earned up to 18% more clicks, 89% more favorites, and 150% more retweets. (Source)Shoppers who view video are 1.81X more likely to purchase than non-viewers. (Source)Using the word "video" in an email subject line boosts open rates by 19%, click-through rates by 65% and reduces unsubscribes by 26%. (Source)Midway through 2015, mobile video plays exceeded 44% — up 74% from 2014 and up a whopping 844% since 2012. (Source)Between April 2015 and November 2015, the amount of average daily video views on Facebook doubled from 4 billion video views per day to 8 billion. (Source)

A responsive website ensures users have a consistent experience on desktops, tablets, and mobile devices.

The need to have a mobile-friendly website is the norm and no longer an item to place on the back burner to address later. This past summer, Google announced that, for the first time mobile searches surpassed desktop searches. Add to this the fact that in 2015 Google's algorithm started to prioritize sites that had been optimized for mobile devices.

According to Statista.com the forecasted number of mobile users in the U.S. for 2016 (as seen in the graph below) is estimated to reach 198.5 million unique users.

Considering that in 2015, nearly 52% of users spent a majority of their time using mobile apps like Facebook, Twitter, and social media based as well as business based apps, these numbers will only increase in 2016. Billions of internet activity signals are occurring at a rate that Google is absorbing, dissecting and rolling up into rankings & authority.

This forecast shows the number of smartphone users in the US. from 2010 to 2018. For 2016, the number of smartphone users in the US is estimated to reach 198.5 million. Source

Boosting content to your current fans so that they see your content in their News Feed is a must. Numbers show a continuous decline of all-things-organic on all the main platforms. Relying on organic reach is not effective anymore.

Advertising is the only sure thing you can do to grow an audience on social media. Paying for advertising allows you to reach your specific targeted demographic. This is so powerful. You can market to a particular age group, gender, location, and other parameters — something that has NEVER existed in marketing before.

Do you have your 2016 advertising budget secured?

Google My Business is the replacement for Google Places for Business. It's a key part of Google's strategy to simplify the process of harnessing the power of the Google suite of tools to get more traffic to your business.

This means that AdWords, Insights, Google+, Maps and Search are all closely tied into My Business, making it easier to use and more powerful than its predecessor.

Due to the unparalleled reach of Google and their services, plugging into the Google My Business network means your customers and clients can now find you more easily through Search, Maps, and the recently revamped Google+.

Google My Business doesn't just serve traditional businesses with a storefront. You can also sign up and instead of listing your business address, add the area you serve or just details of your brand.

As business owners, we have to adapt and change to meet the needs and demands of our customer base to be successful. These "must have" tactics I've outlined above will help you do just that.

The post 5 Social Media & Digital Marketing "Must Haves" for 2016 appeared first on yMarketingMatters.

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Original source: 5 Social Media and Digital Marketing "Must Haves" for 2016.
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4 Tips for Overcoming Negative Reviews on Social Media

Reviews can be a double-edged sword for businesses. They increase search engine visibility and give customers a way to learn more about a store or restaurant before visiting, but in recent years, local businesses in particular have become extremely susceptible to online reviews as customers rely on online research more than ever. If you own a business, positive online reviews can make the difference between a customer choosing to buy from you or a competitor.

Unfortunately, even the most customer-focused business will eventually get a bad review, and whether the comments have merit or not, the results can follow a business for years. Even if the reviews are posted on Facebook or Twitter instead of a more traditional review site like Yelp, the words can haunt a business through search results. Here are a few tips to recover from those negative reviews and reclaim your reputation.

A proactive approach is the best way to ensure customers see what you want them to see when they search for information related to your business. Set up a website, blog, and active social media presence and load it with information that engages potential customers. Make sure you and your entire staff make every effort to resolve any issues before they can progress to social media.

"Don't wait until bad comments show up for you to react to the situation," reputation management firm Reputation Defender says. "An unhappy customer can be identified early, if you have good channels of communications open. People usually start making their comments public after they have exhausted other resources."

Once a negative post makes its way to social media, the best thing to do is take it private as quickly as possible. Send a direct message to the complaining customer and make it clear you're taking the issue very seriously. Get the information you need to research the matter and offer a resolution.

It's important to realize that some customers won't be satisfied with anything you could possibly offer. If the customer continues to post on social media, resist the urge to engage and consider blocking the person if it continues. It's important to recognize when you've done all that you can do and shift your focus to satisfying future customers to obliterate the negative review with numerous positives.

FastCompany tells the story of a company that responded to a customer's social media post about music being too loud in one of its restaurants. In addition to contacting the location and asking them to dial the music down, the business asked for a plate of cookies to be delivered to the customer. The diner was so impressed with the service, she tweeted it, turning a negative experience into an extremely positive boost to its reputation.

The restaurant chain accomplished this by monitoring mentions of its brand on social media. There are numerous tools available that will send you alerts whenever your business is mentioned, but you can take it beyond simply watching for posts about you. Set your mentions up to alert you when other business in your industry are mentioned and use it as a chance to keep an eye on the competition.

Even one bad review should prompt action from your business. Take every opportunity to let consumers as a whole know that you take customer service seriously, whether a negative review has been posted or not. Interact with your customers online and have an accessible, friendly tone with your posts. Host polls to ask your customers their opinions on any changes you're thinking of making and take the results seriously.

Another way to show your customers you care is by posting images and behind-the-scenes videos of your team. Even if you have a small staff, you can introduce your customers to your world by showing how you're preparing for a new product launch or participating in an event to show community support. When you make your customers a part of your daily operations, they'll be more likely to feel loyal toward your brand.

As a business grows, negative reviews will begin to increase, but hopefully the positive posts will well outnumber them. By taking a proactive approach to your online reputation, you can ensure that even when a negative review is posted, customers will still see you as a great company.

This post originally appeared on the Pagemodo blog

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Original source: 4 Tips for Overcoming Negative Reviews on Social Media.
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5 TweetDeck Tricks and Tips To Try Out

If you're a social media manager and you're taking care of more than one account, you probably already know about TweetDeck. If you don't, now is the chance to get familiar with it – it's a great social media dashboard application where you can manage multiple Twitter accounts on the one interface.

But more than that, it's also a great way to curate content, to find potential customers/users, monitor your brand, schedule tweets, and more. 

Here are five tips to help you make best use of TweetDeck, which may come to play a valuable and important role in your wider social media management process.

You can add a 'Home' column to view the home timeline of any specific account. For example, you can view Jeff Bullas home timeline, which means you'll see tweets and re-tweets from Twitter users he follows.

This is a great way to also curate content.

Say you want to add the home column of an influential user in your industry (because they're most likely following Twitter users who share great content). Within TweetDeck, you'd add a 'Home' column by clicking: 'Add Column' (+) -> 'Home' -> Enter a @name or full name -> 'Add Column'

Adding 'Search' columns is another great way to curate content and find potential customers/users who're interested in a specific field.

For example, if your company targets people in the marketing industry, you might want to filter your content section with words like 'marketing', 'social media marketing', 'inbound marketing', etc., which would then alert you to all mentions of those terms.

You can also filter your search columns by content, users, and engagement (retweets, likes, are replies).

If you want to view tweets that include more than one word/phrase then type the word/phrase between quotes and, in between each word/phrase, write 'AND' (without quotes). However, if you want to view tweets that have either of the words/phrases then write 'OR'.

To add a 'Search' Column: click 'Add Column' (+) -> 'Search' -> Type in phrase, word, hashtag, etc. -> 'Add Column'

To filter the column -> click filter (top right corner of column) ->filter by content, users, and engagement.

You have a 'Mentions' column where you can add your Twitter handle to view all tweets that mention you. However, there are times where Twitter user don't include the [email protected] sign.

For these kinds of situations you can add a 'Search' column where you can type in your Twitter handle, domain, and other versions of your handle that people usually write. This will give you a section dedicated to monitoring and interacting with those tweets.

Make sure if you do add more than your Twitter handle to put it in quotes and use the word 'OR' between each word/phrase you add in.

To add this Column: click 'Add Column' (+) -> 'Search' -> type in: Twitter handle -> 'Add Column'

Then filter the column:  click 'Content' -> 'matching' : "Twitter handle" OR "domain" (e.g. "SMExaminer" OR "socialmediaexaminer")

We recently attended an event, and the week before it was held, we created a Twitter list of attendees that we wanted to reach out to. After creating the list, we added it on our TweetDeck and interacted with them before and during the event to get their attention 

To add a 'List' column: click 'Add Column' (+) -> 'Lists' -> Choose list – > 'Add Column'

Another great column is 'Collections'. It allows you to add specific tweets into one column and share that collection of tweets publicly via an embeddable display – it even has its own dedicated page on the Twitter website.

One way you can use this is as a live Q&A column, displaying commonly asked queries via tweets. Whenever you receive a tweet with a question, you can drag it to your collections column and also add your answers/replies. 

To add a 'Collections' column: click 'Add Column' (+) -> 'Collections' -> 'Create Collection' -> edit name and description -> Drag Tweets into collection column

There have been several occasions where I've sent out tweets from the wrong account or with misspelled words (the worst). To help alleviate such faux pas, TweetDeck gives you the option to add a confirmation step before sending out a tweet.

If you have more than one account you'll have to turn on this option for each one individually. Now whenever you send a tweet from TweetDeck you'll have to check the box 'Ready to Tweet?' – it might get annoying but it will save you from some embarrassing tweet moments.

To turn on 'Confirmation Step': click 'Accounts' -> Choose account -> turn toggle on for 'Confirmation step'

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Original source: 5 TweetDeck Tricks and Tips To Try Out.
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Facebook Gives Live Videos a News Feed Boost

Think Facebook's not going to become a major player in live-streaming? Think again – while Facebook came a little late to the party on the live-streaming trend, The Social Network is slowly working towards making their live-stream offering more appealing, tapping into the rising trend of live video content and moving to beat out the current leaders in the market.

Back in December, Facebook announced the expansion of their live-streaming option to all users, which was expanded again just last week with the announcement that all Android users would now also be able to live-broadcast on Facebook.

And now, Facebook's giving live-stream content a News Feed boost, with an update to their News Feed algorithm that'll see Facebook Live videos given more reach value when those videos are actually live, as compared to after the event. Facebook's research has found that people spend over 300% more time watching a Facebook Live video when it's broadcast live compared to after the fact, which is a significant variation, and one which they're keen to utilize to boost on-platform engagement with Live content.

And while the update makes logical sense, it's also another step in Facebook's wider plan to dominate live-streaming and become a bigger player in live events. And they might be on track to do just that.

Here's how.    

In relative terms, Facebook's been a late-comer to the live-streaming trend. The resurgence of live video started with Meerkat, which shot to fame on the back of the app's launch during South by Southwest in March last year. That was soon followed by the launch of Twitter's Periscope, which has since gone on to to become the biggest player in the market, with around two million daily active users consuming the equivalent of 40 years of video content on the platform every 24 hours. And in the midst of all this, of all the hype around live-streaming and the rise of newer players like Blab, Facebook, too, has quietly been building up live-streaming option.

Facebook first announced their live-streaming tool, called 'Live', back in August, but they only released the app to celebrities and public figures via their Mentions app.

This upset some live-streaming devotees – they felt that the point of live-streaming was that it provided everyone with a chance to share their experiences, and restricting it to celebrities somewhat missed the point. But Facebook's strategy actually makes good sense – part of the problem with live-streaming is the noise-to-signal ration is quite high, the basic reason being that producing entertaining live content is difficult, even for seasoned professionals. By opening their platform to celebrities only – people with large followings who can attract an audience to their live-streaming tool – Facebook positioned their live-stream offering for greater success. If Facebook could get enough high-interest, celebrity content into their live-stream content feed, that would then raise interest, overall, in their live-stream offering, meaning that when the tool is eventually opened up to more users, there'd likely be more interest from both individuals and brands.

Think about it this way – on Periscope you can go live with your broadcast and it'll show up in the listing of other on-air content, amidst the various other broadcasters who are using the platform to share their message.

An example of Periscope's discovery listing

But imagine if a lot of those other broadcasters were celebrities, people bringing thousands, even tens of thousands of viewers who might then also see your content slotted alongside? That's a significant draw, and it moves, somewhat, towards making live-streaming a more attractive offering, both for entertainment and broadcasting purposes.

So are celebrities using Facebook Live? According to Facebook, "thousands of public figures have shared live videos with millions of fans". Facebook highlighted this again this week, showcasing a range of Live videos posted by celebrities at the Oscars.

#oscaars

Posted by Chris Rock on Sunday, February 28, 2016

Some of those broadcasts are getting millions of views – but then, of course, Facebook does have another significant advantage in this regard. While Periscope has 10 million user accounts (and they recently announced an update to have Periscope streams autoplay within Twitter feeds giving Periscope content significantly more reach potential), that possible reach pales in comparison to Facebook's 1.59 billion active users.

When you consider this, and that Facebook is now giving Live content a boost in News Feeds, it's not hard to imagine that Live content posted on Facebook will generate a lot more reach, and be more appealing to broadcasters overall than other platforms. What's more, Facebook Live videos remain in your News Feed forever, like any other post, while Periscope content still disappears after 24 hours (you can use third-party workarounds to keep your Periscope videos, but the native app doesn't save your content beyond that time frame).

While Periscope still has the momentum in the space – particularly around live events – it's not hard to imagine Facebook could take over. This is especially pertinent when you consider that Facebook's also looking to provide Live functionality to Pages, as opposed to just individuals, in the very near future.

Watch this space.

Another interesting element to consider as the live-streaming battle heats up is what Facebook plans to do about TV. As has been documented by myself and others previously, Facebook, as part of its ongoing mission to be your sole source of all media input, is looking at ways it might be able to steal more attention – by taking over TV as we know it. A patent filed last year shows that Facebook has been experimenting with a system that would more directly integrate your Facebook experience with your TV viewing behavior.

As demonstrated in the above image, Facebook would be connected to your lounge room TV set, with a notifications box in the lower right corner of your screen alerting you to what your connections are watching, what they're saying about live TV events as they happen, and, quite possibly, notifying you about new content on Facebook. Like, for example, a new Live broadcast from your favorite celebrity or friend.

This would be a significant step for social TV more widely, but also for live-streaming, as it would give your broadcasts more potential reach, more audience attention – and it would make Facebook's Live offering more valuable as a result.

Of course, this is just a patent, there are a lot of patents filed that don't come to fruition, but the fact that Facebook is looking in this direction makes sense within their wider plans to dominate attention – and the idea that Live could play a part in this process also perfectly aligns with the platform's larger goals.

In essence, it really doesn't matter which platform 'wins' from a broadcaster or viewer perspective, the battle only has any major impact on the players themselves. But Twitter's putting a bigger emphasis on Periscope – they recently named Periscope CEO Kayvon Beykpour to the company's executive team, underlining the role the app might play in their future plans. To users, though, it's whomever serves their needs best. Sure, it might make more sense to put more focus on one or the other platform when you're looking to build a following, but really, either is good practice for how to do live content well and will serve a purpose regardless of the platform battles.

But you may just find that Facebook becomes the big player. If Facebook keeps making incremental shifts in their Live strategy, little upgrades and moves and de-stabilizes the hold of other players, you could see The Social Network coming out on top.

While live-streaming more widely is an important trend to be aware of, be aware, too, of the potential of all the major players – of which, Facebook is undoubtedly now one.       

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Original source: Facebook Gives Live Videos a News Feed Boost.
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NBA Scores the Top U.S. Brand on Social Last Week

For the week of February 22, 2016 – February 28, 2016, U.S. brands captured 1.4 billion likes, shares, comments and retweets on content published on Facebook, Twitter and Instagram. Powered by Shareablee data, the top U.S. brands across Facebook, Twitter and Instagram for each respective industry is shown in the ranking below. NBA (Sports) was the top overall brand in the ranking with nearly 25 million total actions, capturing 15% more engagement than National Geographic (Media Publisher) with 21.8 million social actions. Video accounted for 17% of NBA's social posts and drove 39% of the sports league's overall social actions, with Instagram videos featuring Golden State Warriors point guard Steph Curry and his consistent three-pointers scoring its top posts overall.

Of the top performing brands, Citi (Financial Services) saw the highest growth in social engagement over the previous week with a 976% increase in social actions. This growth was driven by Citi's new Postcards Q&A blog series featuring Citi Country Officers around the world, starting with Ecuador. National Geographic scored the highest actions per post, led by Instagram photos of sharks, orangutans and the Grand Canyon.

i Total actions metric includes the total volume of post-level likes, shares, retweets and comments.
ii Total content includes all posts, tweets and media posted by each brand across platforms.
iii Actions per post metric notes the average number of actions garnered by each brand.
iv Total fans/followers includes fans/followers for each brand as of February 28, 2016.

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Original source: NBA Scores the Top U.S. Brand on Social Last Week.
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