Events
Event Date Location

iMedia Agency Summit (Malaysia)

08/25/2014 - 08/27/2014 Kota Kinabalu Malaysia

The 6th annual Mobile World

08/28/2014 Seoul

iMedia Brand Summit (Australia)

09/01/2014 - 09/03/2014 Gold Coast Australia

iMedia Brand Summit (India)

09/03/2014 - 09/05/2014 Adao Waddo, Salcette India

Data+: Analyze, Predict, Monetize

09/07/2014 - 09/09/2014 Phoenix AZ

iMedia Brand Summit: Marketing in an Always-On World

09/07/2014 - 09/10/2014 Coronado CA

Content Marketing World

09/08/2014 - 09/11/2014 Cleveland OH

Video Insider Summit

09/14/2014 - 09/17/2014 Montauk NY

Ad Age Digital Conference San Francisco

09/16/2014 San Francisco CA

Ad Age CMO Strategy Summit

09/17/2014 San Francisco CA

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A LinkedIn Executive Shares The #1 Tip For Using The Professional Social Network

Business Insider

Steve Johnson, LinkedIn’s VP of user experience, is the guy in charge of designing the site’s look, feel, and function.

Naturally, he’s a LinkedIn whiz, and in a recent interview he shared his favorite tip for members: Don’t be afraid to show your personality.

“LinkedIn profiles aren’t like the printed resumes of old,” he says, “You can bring your professional story to life. We are giving you the opportunity to share your career aspirations, showcase your unique character and what you bring to the culture of your company.”

You can give your profile some extra flair by adding professional photos from events or conferences, writing about your experience more in-depth with LinkedIn’s publishing platform, seeking out recommendations from past colleagues that highlight more than just your day-to-day duties, listing volunteer experiences, or uploading a presentation that you’re proud of.

Johnson also explained that he’s personally driven by the idea of helping people achieve their aspirations through empowerment.

“As a child, I grew up with practically nothing so I understand what it’s like to feel that your dreams are out of reach,” he says. “I want the LinkedIn experience to make our members feel that they are taking a step closer to their goals and aspirations. When they are building something like their LinkedIn profile, I want people to feel proud of what they’ve created and empowered to make their dreams a reality.”

Read the rest of the interview here

How Social Networks Are Changing Mobile Advertising

IDG News Service

For digital marketers, the road to riches on mobile screens has been long and riddled with holes of divergence. But the pursuit, which harkens back to the pre-smartphone era, has gotten more promising thanks to social media.

More than 60 percent of the $6.8 billion expected to be spent on social advertising in the U.S. this year is controlled by Facebook, Google and Twitter, according to eMarketer. Overall, mobile advertising revenue in the U.S. is projected to grow to $58 billion and comprise 71 percent of all digital ad spending by 2018.

eMarketer also expects mobile ad spending to overtake desktop PC advertising by 2016 and TV advertising by 2018. Facebook has reformed its business to capitalize on this opportunity in mobile to great effect. The company currently controls 71 percent of the market, which is the equivalent to 10 percent of all digital ad spending in the U.S.

Why is Facebook — and now Twitter to a lesser and more recent extent — doing so well in mobile advertising while most others continue to struggle? Mobile advertising is on course to comprise 68 percent of Facebook’s revenue and 84 percent of Twitter’s by year’s end, according to eMarketer.

Are they doing something different or are their platforms so unique and powerful that no advertising network or ad technology could possibly contend with?

Mobile Advertising Has Arrived on Social

“There is no question mobile has arrived — it’s here, it’s big, it’s growing,” says Lars Albright, co-founder and CEO of the mobile loyalty platform SessionM. “The bottom line is it’s working.”

Mobile advertising went through various formats and implementations before it reached the scale now enjoyed by Facebook, Twitter and Google. This last leg of innovation, which is now paying off for marketers and advertisers, has been all about the granularity of targeting that these platforms can bring to deliver a successful transaction or sales conversion, says Albright.

“They have so much scale in mobile now that they’re able to do targeting to clusters that are meaningful,” Albright adds. Now they can take that top-level targeting and go much deeper… All of a sudden you start to get much more focused, and even though you’re so much more focused you still have the scale that you can deliver meaningful results. So having that big audience, then having very detailed information and that relationship is where you’re seeing things separate.”

That direct relationship with users coupled with all the data and behavioral traits gleaned from their social activity makes all the difference.

“Traditional networks, as they are, are the ones that are really going to hurt here because they don’t have that first-party relationship with the consumer… That’s one of the key differentiators to bring to marketers,” says Albright, who previously founded Quattro Wireless, a mobile ad network that was acquired by Apple in 2010.

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Facebook raises the frequency cap on ads

Digiday

Facebook has quietly altered its ad policy to allow brands to show ads more frequently to those who don’t already follow the brand.

Brands are now able to hit users with the same news feed ad twice in a given day, whereas previously brands were only able to do so once per day. Similarly, the number of news feed ads brands can serve users they are not connected to — users who have not liked that brand’s Facebook page — has risen to two daily from one. The number of news feed ads brands can serve to their page followers will remain at four, and the total number of ads a Facebook user can see in a given day will also not increase.

Facebook announced the changes in an email it sent to agencies this month.

While the change affords brands greater frequency for their Facebook ads, it also creates a risk of Facebook users becoming annoyed with brands and, correspondingly, Facebook itself.

“These changes raise the stakes,” OMD’s chief digital officer Ben Winkler told Digiday. “Advertisers who send out high-quality, relevant messages will benefit. Those who don’t, will do so at their own peril. People like great content, regardless of the source. But they have zero tolerance for one bad ad, let alone two.”

Jeff Semones, president at M80, said the move is just the latest sign that social media advertising is no longer, in fact, social. The old-school view of social media, he said, was that it would be digitized word-of-mouth marketing: brands would inspire customers, and those customers would in turn speak favorably about the brand on social media. The modern view of social is that it’s an advertising medium like any other.

“We tell our clients to think of Facebook less like a social network, and more like an advertising network,” Semones added.

Facebook’s transformation from a platform for well-crafted creative to merely a platform with reach has been a constant refrain during weeks, especially among attendees at Digiday’s inaugural Platform Summit last week.

“Facebook is now a place to drive reach to your content-marketing programs and less a place to be the center of your architecture,” 360i chairman Bryan Wiener said on Thursday.

Nestle digital manager Emily Cloud said on Thursday that the company has even begun repurposing images posted to Facebook for Pinterest.

And in late July, Sean Ryan, JCPenney’s director of social and mobile marketing, likened Facebook ads to “display ads on steroids.”

Enthusiasm for Facebook has not waned in light of these changes, however. And Winkler thinks that consumers’ may have a greater tolerance for repeat ads than some perceive.

“As long as Facebook continues to improve their product and their ad-targeting, that level may be higher than you think,” he said.

How LinkedIn hopes to become a gold mine of customers

CITEworld

LinkedIn was started as a social network for job seekers. It’s grown into a site where professionals build their networks, making connections that can help in their current positions and that might help in reaching career goals.

Now LinkedIn wants to become something more. In July it announced plans toacquire Bizo, a business-to-business marketing platform. It turns out, LinkedIn thinks it can build a $1 billion business out of B2B marketing, according to a leaked document that Business Insider posted. The document lays out LinkedIn’s vision to get into the marketing business, and how Bizo fits into what LinkedIn has already started.

The biggest change will be that LinkedIn plans to do more beyond its own Web site. LinkedIn already has some programs for businesses, like selling sponsored posts in users’ LinkedIn feeds. But LinkedIn’s programs so far are all centered around the LinkedIn site.

Bizo’s platform lets marketers show ads to targeted people on a network of thousands of websites, including business publications. Customers also get tools that let them track their web visitors through a Bizo ad to find out if they buy something or if a certain kind of visitor clicks on certain pages.

The leaked document shows that LinkedIn plans to continue offering the advertising service and will integrate it with its sponsored posts offering, so that businesses will be able to display sponsored posts on LinkedIn to people who have visited their Web site. It will also add mobile advertising capabilities to Bizo, which doesn’t already offer that. Plus, LinkedIn business customers will get the better tracking capabilities from Bizo.

“We believe we have unique assets that enable us to build a winning and highly differentiated solution,” the document reads. “Specifically, our key differentiators are best-in-class data, quality audience, and context, the professional graph, which powers account-based marketing and sales intelligence, and our publishing platform and media products.”

LinkedIn said it had no comment about the document.

On paper, the idea isn’t bad. LinkedIn has built a large network — it claims about 300 million users — most of whom are business people. When they turn to the site, it’s probably with business in mind — they’re not going to LinkedIn to be amused or look at pictures of their friends’ kids, as they might with Facebook. With Bizo, LinkedIn can offer businesses a connection to LinkedIn people who have also visited their Web sites.

But LinkedIn will have some work to do to change its image from one that hosts a bunch of job seekers to one that serves up potential customers. Would businesses like Lenovo and Zendesk, who are current Bizo customers, think of LinkedIn as a go-to vendor for B2B marketing? If LinkedIn hadn’t made the Bizo acquisition, probably not.

According to the leaked document, LinkedIn thinks it can reach $1 billion by 2017 with this new line of business. The company is hoping to launch integrated products by the first quarter 2015. Between now and then, it will have to work hard to show potential customers why they should think of LinkedIn in a new light.

 

Video publishers look beyond ad revenue with YouTube strategies

Digiday

For CollegeHumor, YouTube is no laughing matter, even if it doesn’t produce much direct revenue from ads.

With over 7.6 million subscribers, CollegeHumor has crafted a YouTube strategy that isn’t relying on making money directly on ads. Instead, it uses what is the world’s second-largest search engine to test content’s virality and distribute brand content for advertisers.

CollegeHumor can post a video to YouTube and know immediately whether it will go viral, according to CEO and co-founder Ricky Van Veen. YouTube acts, in effect, like a giant, global focus group.

“With such a big subscriber base, we get a very early sense of what the reaction to the video will be,” said Van Veen. “If it’s a hit (say, the Adam Ruins Everything videos), we can make a decision right away to put more similar videos into production and blast the link out to all our partners.”

In that sense, the immediate reception or popularity of any given video on YouTube helps inform subsequent production and marketing decisions at CollegeHumor.

But the biggest perk surfaces during CollegeHumor’s sales meetings. When the site pitches brand-sponsored content to clients like American Eagle, it promises those videos will reach its huge YouTube audience as well as its own site visitors.

“YouTube used to be just a nice add-on to our website, now it’s a big strategic piece of the whole brand’s digital presence,” Van Veen told Digiday.

Many digital publishers, from the older companies like the New York Times to startups like Vox Media, have embraced a hybrid video strategy. They host videos on custom players, or use software from vendors like Ooyala and Brightcove, to serve their own, more profitable video ads.

That’s CollegeHumor’s approach. It hosts videos on its proprietary player first, keeping all the ad revenue generated by each video view. After a few weeks of exclusivity, CollegeHumor will post that content on YouTube, maximizing its reach.

Even though YouTube owns a fifth of the U.S. digital video market, the constant deluge of content (100 new hours of video every minute) depresses ad rates and leaves all but the titans of YouTube with a tiny slice of the total ad spend. Publishers aren’t keen on YouTube’s revenue split, either — the company keeps 45 percent of ad revenue for itself — but YouTube chief Susan Wojcicki firmly refuses to reconsider the rates.

“I don’t see [the revenue split] changing, so it then just becomes a ‘what you make of it’ situation,” said Van Veen. “That means having YouTube be a part of an overall package for an advertiser.”

YouTube ads do generate a bit of cash for CollegeHumor. While Van Veen declined to disclose exact figures, he said ads sold on the channel have eclipsed CollegeHumor’s video production budget for the past six months. But CollegeHumor isn’t making the next Avatar movie; most of its videos are low-budget sketches shot in the office. And Van Veen makes clear that YouTube ad revenue is not the main draw.

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Facebook Launches Cross-Device Reporting

MediaPost

Being able to track campaign performance across devices has become increasingly crucial to advertisers as consumer attention shifts from desktop to mobile screens. To that end, Facebook on Wednesday rolled out cross-device reporting for ads, allowing marketers to see how people are moving among devices and across mobile apps and the Web.

“Facebook already offers targeting, delivery and conversion measurement across devices. With the new cross-device report, advertisers are now able to view the devices on which people see ads and the devices on which conversions subsequently occur,” stated a Facebook blog post today.

As an example, the company said an advertiser can view the number of customers who clicked an ad on an iPhone, but then later converted on desktop, or the number of people who saw an ad on desktop, and later converted on an Android tablet.

In a recent analysis conducted between May 15 and July 24, Facebook found that among people who viewed a mobile Facebook ad in the U.S., nearly a third (32%) eventually clicked on the same ad on the desktop within 28 days. The conversion rate was lower over shorter periods of time. So within a week of seeing a mobile ad, 22% converted on the desktop, and after a day, 11%.

The cross-device reporting relies on data from Facebook’s conversion pixel, a piece of tracking code used in conjunction with the social network’s software development kit (SDK), to get reports on which device someone saw an ad and eventually converted. The overall aim is to go beyond last-click attribution to see how different devices and app actions influenced a click.

To see cross-device conversions for campaigns, advertisers can go to the Facebook Ad Reports page, click Edit Columns and select Cross-Device on the left-hand menu.

Twitter touts ‘objective-based campaigns’ to advertisers

MarketingWeek

The social network is introducing the model through four ad formats that brands will pay for if a user takes the desired action as a result.

This means brands can choose to pay based on tweet engagements, web site clicks and app installs, as well as gaining followers. For example, app installs or app engagement campaigns will only be charged on a cost-per-app-click basis. Targeting options are also provided to ensure tweets reach users at the right moment, the company added.

Twitter will suggest the appropriate ad format to advertisers using the self-serve tool.

The company said the launch aims to encourage brands to think harder about campaign objectives in order to lift performance to “the next level”.

“Let’s say you’re a camera retailer, and you want to drive more visitors to the summer promotion on your web site. You can create a website clicks or conversions campaign and then promote a tweet with a website link or website card our recommended ad format that is specifically designed to drive website traffic,” the company said in a video (see above).

Twitter said the tool delivered positive results during initial tests earlier this year and is currently offering the service to small and medium-sized companies ahead of a wider invitation-only rollout. The business has said in the past the majority of self-service buying on the network comes from smaller companies.

The launch aims to refresh the company’s pricing model, which previously only let ad buyers pay for Promoted Tweets when they were clicked, replied, retweeted or favourited. It is the latest in a pipeline of products from Twitter as it looks to lift ad revenues and address criticisms from some observers that user engagement and growth is stalling.

An upcoming tool will make it easier to create ads on the platform, allowing brands to crop images and more easily customise photos. Earlier this week, it launched its “Flock to Unlock” tool via a tie-up around Puma’s “Forever Faster” global campaign.

Twitter says it sees the “hundreds of millions” of visitors logged-out of its platform as the next key revenue generator for its nascent advertising offering and is exploring ways to monetise the audience.

Social media marketing must move beyond buzz baiting

MarketingWeek

European brands are spurning chances to convince and convert social media fans into long-term leads by concentrating on attention-grabbing campaigns instead of functional content created to serve a specific purpose.

Marketers know the likes of Facebok and Twitter are key to online success but all too often talk about “likes” and “retweets” as indicators of success. Granted, buzz is important when tussling with competitors for share of voice. Nevertheless, with all the data and tools at a marketers disposal surely the need for more long-term objectives is far bigger.

It has not gone unnoticed by Twitter. The social network is letting advertisers from today (8 August) create content focused on specific marketing goals or what it dubs “objective-based campaigns”. It is part of a wider masterplan to get marketers to think harder about campaign objectives with the business realising its cost-per-engagement will only go so far before brands shift social media strategies to be more business focused such as driving web site visits or app downloads.

The dearth of maturity when it comes to social media marketing is highlighted by Forrester in a recent report on social media (mis)use. Social media is a “tick box” activity that focuses on attention-getting campaigns across Europe, it found, as many Europeans show lower interaction and trust levels to social marketing than any other region. The report goes on to draw parallels to search natural search engine results, which a third (33 per cent) of Europeans’ trust in comparison to 45 per cent of US consumers.

It points to the lack of advancement in standard operating procedures for social media marketing across Europe. If a campaign fails, there is a tendency to blame social media not working in that market. In fact, the discipline works just fine in European markets; strategies are just off.

However, there are brands making structural changes to enhance their ability to produce content based on consumer preferences. Pernod Ricard, Adidas and Mondelez have all restructured to give more local spin to their marketing, which could bring about social efforts that better reflect the intricacies of a market’s social media usage.

Like, many marketers, all three are working to find the right balance between global and local, particularly when it comes to digital activations. Key to this charge is community management, one of the most underrated marketing roles and tools. By understanding local nuances and what makes your local fans tick, marketers can augment their investments to secure long-term value though stronger advocacy and ultimately sales.

The need for better social infrastructure investment is pivotal as social spend is tipped to grow at a compound annual growth rate of 17.6 per cent from 2012 to 2017, according to Forrester. With more people using social networks to explore brands, brands need to be more surgical in their efforts to tie activities to users’ preferences and usage of Facebook and Twitter.

8 Tips and Tricks for LinkedIn Power Users

Mashable

You have hundreds of connections, stacks of skills and endorsements, a killer review of your experience and a flattering but professional headshot. Your LinkedIn profile is all set up for some seriously productive networking, and you’re ready to build up your brand online as you climb the ladder of success.

But don’t you wish you could get a little bit more out of LinkedIn? While having an extensive network is a big advantage, there several little things you can do to help make the most of the website — and a lot of them are free.

Here are eight ways to get a leg up on the LinkedIn competition.

1. Request to connect through search instead of the profile button.

When you send connection requests through the Connect button on someone’s profile, you have to prove you know them through a mutually listed company or school. To skip that step, just search for the person you want to connect with, and use the Connect button next to her name to immediately send the invitation.

2. Set up anonymous profile viewing to explore the network fearlessly.

Whether it’s an old college rival or your new boss, it’s natural to want to delve a little deeper into someone’s professional past. However, LinkedIn’s default settings notify users when someone looks at their profiles.

The first concern is coming off as creepy, but if you’re using LinkedIn to vet potential hires or recruiters, you may not want them to know what you’re doing. Luckily, there’s an easy fix to limit or remove all identifying information from your visit, so the people whose profiles you view won’t knew you were there.

The one caveat is forfeiting your ability to see who views your profile (if you have a basic account), but it’s a small sacrifice for searching in secrecy.

3. Use advanced searches to hone in on the best jobs and candidates.

Whether you’re a recruiter looking for the perfect person for an opening at your company, or you’re just someone looking for a new gig, a basic search might not yield the best results. While LinkedIn offers several paid upgrades that give you special tools for this, an advanced search can help you filter through a slew of postings and connections.

The paid upgrades give you deeper filters and streamline the process, but the free ones are a great first step toward a successful search.

4. Import your email contacts as connections.

If you’ve been using LinkedIn long enough, chances are you’ve connected with most people you’ve done business with by now. That said, searching through your email contacts is a great way to find anyone who might have slipped your mind or works in a different industry than they did before.

It may not make a huge difference right away, but all it takes is one message to start a big business move, whether it’s a new job or a major partnership.

5. Make sure your profile reflects your current work and aspirations.

Keeping your profile updated might not be at the top of your to-do list, but it’s helpful to clear out the cobwebs and keep the information fresh. You shouldn’t need to make major changes to the experience and education sections, but consistently updating your work portfolio will keep connections updated on what you’ve been doing recently.

While this is mainly useful for those in media, graphic design and other industries that often value work samples over resumes, it can also highlight a specific interest or specialty you want to parlay into a new job.

6. Take advantage of groups.

While connecting with people you don’t know is against LinkedIn’s rules, joining groups of users with similar experiences, jobs and interests is a great way to reach more people and resources. There are groups for colleges, industries, professional organizations, companies and common interests, and being part of these groups allows you search and filter through them with an upgraded account.

Each group has a page with an open forum and job board, helping those within the group help each other. Also, group memberships appear on your public profile by default, which will help connections see what you do beyond your listed experience.

7. Ask connections to leave you recommendations.

Letters of recommendation can make or break a job application, and LinkedIn allows users to recommend each other’s work at specific companies and organizations. While it might be awkward to ask at first, these recommendations add immediate credibility and depth to your experience. And beyond it’s content, the recommendation shows that people actually like you enough to say nice things about you for everyone to see.

8. Save job searches and receive email alerts.

If you’re looking for a new gig, you can save job searches on LinkedIn and get email updates daily, weekly or monthly. This is a great way of making the site work for you, as you look for work yourself.

Click to see images

Twitter sees logged-out audiences as its next ‘big opportunity’

Marketing Week

Speaking on the company’s second quarter earnings call, Twitter CEO Dick Costolo said he sees a “big opportunity” in the size of its logged-out audience who visit after seeing tweets on network news or in the newspapers to search for specific content and profiles.

He added: “We feel like we provide limited content to those hundreds of millions of other users who are unique visitors to our properties and we see a big opportunity to serve them just as well as the other two audiences.

“You get a great signal for the kind of content they like to consume and we think those signals will provide the data that we need to deliver the right kinds of monetisation experiences to that audience.”

That could include serving ad units to visitors to profile pages, for example, although Costolo sought to make it “very clear” that Twitter’s focus in the short-term will be enhancing the experience for logged-in users.

Twitter has been criticised by observers and investors for stalling user and engagement growth in previous quarters, but focusing on a different pool of users could allay concerns about its long-term investment potential.

Its number of monthly active users increased by 16 million to 271 million in the three months to 30 June, up from an increase of 14 million users in the first quarter.

Timeline views – Twitter’s measure of user engagement – grew 15 per cent year on year to 173 billion and up 11 per cent on the previous quarter. Ad revenue per 1,000 timeline views grew 100 per cent year on year to to $1.60.

Overall, revenue grew 124 per cent year on year to $312m, with ad revenue up 129 per cent to $277m – the highest rate of year on year growth the company has experienced in six quarters. This acceleration, Costolo said, was driven by higher engagement which “translates into improved ROI for our marketers”. The majority (81 per cent) of ad revenue was generated from mobile devices.

The company reported a loss of $145m, up from a loss of $42m a year earlier, as it continued to make investments in its platform and acquisitions.

Mike Gupta, Twitter head of strategic investments and outgoing chief financial officer, says as the company looks to make improvements to the experience, making it easier for users to find the content they want, it expects timeline views to decrease among monthly active users.

Twitter is continuing with a collection of changes to drive more value to users immediately after they create an account. Costolo said he would not rule out changing the timeline to be curated by an algorithm – similar to the Facebook news feed – as Twitter looks to convert new users into active ones.