Events
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OMMA Display In LA

07/22/2014 - 07/24/2014 Los Angeles CA

OMMA Premium Display

07/22/2014 Los Angeles CA

OMMA Audience Targeting

07/23/2014 Los Angeles CA

OMMA Audience Targeting

07/23/2014 Los Angeles CA

OMMA Audience Targeting @ Advertising Week

07/23/2014 Los Angeles CA

Small Agency Conference & Awards

07/23/2014 - 07/24/2014 Austin TX

Strategic Advertising Sales Training 

07/23/2014 - 07/24/2014 Los Angeles CA

OMMA RTB Real-Time Buying

07/24/2014 Los Angeles CA

CIO Perspectives Boston 

08/06/2014 Boston MA

IT Roadmap Conference & Expo

08/06/2014 New York NY

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Why Facebook’s user experiment is bad news for businesses

CITEworld

The big data problem isn’t just about handling petabytes of information, or asking the right question, or avoiding false correlations (like understanding that just because more people drown at the same time as more ice cream is eaten, banning ice cream won’t reduce drownings).

It’s also about handling data responsibly. And so far, we’re not doing as well with that as we could be.

First Target worked out how to tell if you’re pregnant before your family does and decided to disguise its creepy marketing by mixing in irrelevant coupons with the baby offers. Then Facebook did research to find out if good news makes you depressed by showing some people more bad news and discovered that no, we’re generous enough to respond to positive posts with more positivity.

But if companies keep using the information about us in creepy ways instead of responsible ones, maybe we’ll stop being generous enough to share it. And that could mean we lose out on more efficient transport, cleaner cities and cheaper power, detecting dangerous drug interactions and the onset of depression — and hundreds of other advances we can get by applying machine learning to big data.

It’s time for a big data code of conduct.

Facebook’s dubious research is problematic for lots of reasons. For one thing, Facebook’s policy on what it would do with your data didn’t mention research until four months after it conducted the experiment. Facebook’s response was essentially to say that “everyone does it” and “we don’t have to call it research if it’s about making the service better” and other weasel-worded corporate comments. And the researcher’s apology was more about having caused anxiety by explaining the research badly than about having manipulated what appeared in timelines, because Facebook is manipulating what you see in your timeline all the time. Of course, that’s usually to make things better, not to see what your Pavlovian reaction to positive or negative updates is. The fact that Facebook can’t see that one is optimizing information and the other is treating users as lab rats — and that the difference is important — says that Facebook needs a far better ethics policy on how it mines user data for research.

Plus, Facebook has enough data that it shouldn’t have needed to manipulate the timelines in the first place; if its sentiment analysis was good enough to tell the difference between positive and negative posts (which is doubtful given how basic it was and how poor sentiment analysis tools are at detecting sarcasm), it should have been able to find users who were already seeing more positive or more negative updates than most users and simply track how positive or negative their posts were afterwards. When you have a hypothesis, you experiment on your data, not your users.

That’s how Eric Horvitz at Microsoft Research has run experiments to detect whether you’re likely to get depression, whether two drugs are interacting badly, whether a cholera epidemic is about to happen, and whether people are getting used to cartel violence in Mexico.

Using public Twitter feeds and looking at language, how often people tweet and at what time of day and how that changes, Horvitz’s team was able to predict with 70% accuracy who was going to suffer depression (which might help people get treatment and reduce the suicide rate from depression). Not only did they use information people were already sharing, they asked permission to look at them.

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Why social media is not the most effective channel for business

iMedia Connection

Let me preface this article by saying that social media can work as an acquisition channel. In fact, it is used by many businesses every day. And for some businesses, it is a better channel than average. But on the whole, other channels are more effective at acquisition, and time and money can be spent better elsewhere — especially for those on a limited budget.

The crux of the matter is that people are in passive content mode when using social media, mixed with a little communication mode. When looking to market to people who are currently looking for your product, companies need people who are in task oriented mode. So while we can spend money finding and tempting people that are in a different mode, it is more effective to do so when they’re in the right frame of mind.

bart1 Why social media is not the most effective channel for business

The above chart is just for illustration to help visualize the difference in “mode” that people are in when on social media channels. When it comes to aligning your marketing channels with a specific goal in mind, typically social media is where the passive content mode is most used. People are actively communicating in forums and via email, and of course also via social media. And when it comes to users achieving task oriented objectives, you might find most people are using search, comparison, and shopping sites.

There is of course a fair bit of overlap. But in broad strokes, if you have a direct marketing strategy, you want to be where the task oriented people are. If you want to affect brand attitudes, you want to meet with people in active communication mode. And when you want the general audience to know of you and affect brand awareness, passive content mode is where it’s at.

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Brandnew’s Back-Door Approach To Native Advertising

AdExchanger

Everyone wants to get into native advertising, yet everyone has a different definition as to what exactly that entails. Social media sites have it easy because any sponsored post, automatically blending into the site design, can hitch a ride on the native bandwagon.

But while Facebook and Twitter are the current hotbeds of social advertising, Instagram and Pinterest are coming up fast. But unlike Facebook and Twitter, advertising around the two image-based interfaces revolves heavily around influencers, instead of traditional paid placements.

Berlin-based Brandnew IO, which began in early 2013, provides a platform and service designed to help brands reach influencers on Instagram and Pinterest.

“At that time we saw that more and more brands and agencies wanted to reach new consumers,” said Brandnew CEO Francis Trapp. “They wanted to target groups on platforms like Instagram and at the time there was no central way of doing it.”

At first, Brandnew identified influencers manually but it soon developed a platform designed to automate the process and handles campaign tracking. That being said, Brandnew’s staff still needs to vet the influencers for quality.

“We check to ensure these influential people are worth taking onboard,” Trapp said. “We determine if they have big enough accounts and real followers as opposed to fake followers. We ensure that the quality of their content is suitable for our brands.”

Trapp spoke with AdExchanger.

AdExchanger: Brandnew pushes brand-produced images out for influencers to share. Is that actually native advertising?

FRANCIS TRAPP: We see ourselves as a company that connects brands with influential people. Obviously we also need to consult brands on what works for them on these social channels. Sometimes our clients have a very clear idea of what the campaign should look like, but sometimes they have no idea.

One thing we have to ensure is that the campaigns we run are interesting for all parties involved. On one hand this means that the client should run a campaign with an image that really represents their brand. On the other hand, the influencer should make sure that image is distributed to the right accounts. Our influencers always tell us that they want to run campaigns that don’t annoy their followers. That’s the main hurdle to native advertising.

Sometimes we see that certain clients of ours view Instagram, Facebook and Pinterest as social media and nothing more. We are convinced that each platform has a unique DNA, and the way people use each one differs. Typical demographics of Pinterest users differ from Instagram users. This has to be reflected in the campaigns we launch for the brands we represent.

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10 Tips For Building A Community On Twitter

MediaBistro

If a tweet is sent and no one is around to read it, does it make an impact? This isn’t a philosophical question: the answer is resoundingly “no.”

If you’re not part of a community on Twitter, you’re likely not seeing any real engagement with your content. Here are ten tips for building a community that will add value to your Twitter experience.

1. Tweet consistently

This applies to both timing and topic. The more regularly you tweet throughout the week, and the more on-topic you are (whichever topic that may be), the more targeted followers you will attract.

2. Be helpful

Give before you ask. Offer to help someone – whether they have asked a question, need a favor or they are simply new to Twitter – and they will remember you. Do this enough times, and you’ll build a loyal following of folks who know where to turn when they need something.

3. Search for them

Use Twitter’s advanced search or a Twitter directory to search for people that you’d like in your community. You can search by topic, keyword and more to discover who’s tweeting about the things you’re interested in. Then, follow a handful of these accounts each day, and you’ll be surprised by how many follow you back!

4. Leverage existing connections

You probably already have an offline community, especially if you’re tweeting on behalf of a business – so use it! Let your in-store customers, the people you email, and everyone you’re connected to professionally know you tweet by adding your Twitter handle to store signage, your email signature and more.

5. Build a strong brand

Communities flourish where they have a distinct mandate. So if you have a strong brand presence, one that matches your offline or other digital presence, you’ll be more likely to attract and keep followers who are eager to engage with your brand.

6. Know the lingo

Understanding the basics of Twitter is a must when building a community. If you’re unsure of what RT or DM means, you can take a look at Twitter’s glossary.

7. Respond to all @replies

No community member likes to be ignored! Don’t forget to respond, in a timely manner, to everyone who interacts with you on Twitter. This will show your community that you are engaged, and not simply using Twitter to broadcast one-way messages.

8. Start a hashtag chat

Hashtag chats are all the rage these days, with brands, celebrities and experts coming together with their communities to discuss a single topic on Twitter. Chats can be one-off, or they can be scheduled regularly. They are a great way to build a community, as they promote engagement, networking and learning. We have resources for you if you’re looking to start a hashtag chat, or if you want to just dip your toes in first and join an pre-existing chat.

9. Promote others

Even if you are the center of your community, you won’t last long if all you do is self-promote. Try promoting others by retweeting them, sharing their content and introducing them to one another.

10. Network with influencers

Influencers can amplify your message, and get it in front of a large, targeted, engaged audience. Try building relationships with a handful of influencers in your industry to tap into an even larger community.

‘LinkedIn falls flat on consumer engagement’

Marketing Week

The report, authored by Forrester senior analyst Kim Celestre, claims that despite its 300 million members LinkedIn has not gained traction as a tool for “social relationship objectives” that drive customer engagement such as loyalty or customer service.

The research found that 21 per cent of US online adults visit LinkedIn monthly, a significantly lower figure than for Facebook. Plus LinkedIn members are much less likely to engage with brands on the social network, with less than half doing so on LinkedIn compared to more than 70 per cent on Facebook.

It also has a lower engagement rate, measuring 0.054 per cent in terms of user interactions as a percentage of a brand’s fans or followers, behind Google+ on 0.069 per cent and Facebook with 0.073 per cent. The low engagement figures mean that just 13 per cent of digital marketers are using LinkedIn to drive engagement.

“When compared with Facebook and Google+, LinkedIn’s engagement rate does not stack up. This is because LinkedIn members don’t go to the social network to follow brands after they’ve purchased a product and don’t participate in the site often enough to deepen relationships with brands,” says Celestre.

Awareness Boost

However, Forrester believes marketers should not give up on LinkedIn, using it for brand awareness. When used in this way, says Celestre, LinkedIn has the potential to help “meet or exceed” social reach objectives, so long as a brand’s offering is relevant to professionals.

Brands can make sure they are relevant by using the site to solve a professional challenge, deliver a professional opportunity or help users develop their personal brands. Celestre cites examples such as Procter & Gamble’s Secret deodorant campaign, Citi’s sponsorship of a LinkedIn group called “Connect: Professional Women’s Network” and Microsoft’s custom API that analyses users profiles to provide job title recommendations as examples of how to market successfully on the social network.

LinkedIn has previously batted away criticism of its engagement rates, citing strong engagement following its move to open its publishing platform to any user in its latest quarterly results. Its marketing solutions revenues are also on the up, increasing by 36 per cent to $101.8m in the three months to the end of May and accounting for 22 per cent of its total revenue.

LinkedIn declined to provide a comment.

Communicating to a B2B audience

Tim Pritchard, head of social media at Manning Gottlieb OMD, questions comparing LinkedIn to Facebook, calling it an “unfair measurement”. This is because Facebook is used for more traditional brand metrics such as consideration and purchase while LinkedIn should be used more for metrics such as brand trust and respect, he adds.

“Communications are going out to a B2B audience which has completely different KPIs like trust, respect and share price rather than traditional brand metrics like consideration,” he adds.

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Finally, Most Brands Measuring Social Content Effectiveness

eMarketer

Social media provides brands with another channel for content sharing. But as this becomes the norm, content marketers are looking to the next step in the process: measuring the effectiveness of this content. Based on an April 2014 study conducted by Ipsos OTX for the Association of National Advertisers (ANA), the overwhelming majority of brands are now doing so.

174972 Finally, Most Brands Measuring Social Content Effectiveness

 According to the research, 80% of US client-side marketers measured the effectiveness of their social content, with social media metrics such as “likes” the most common. Usage statistics—daily or monthly active users, for example—fell in the middle of the list. Meanwhile, metrics that could identify business ramifications were not used nearly as much, with financially based measurements such as return on investment and sales landing near the bottom.

While most marketers were measuring social content effectiveness in some way, ANA noted that they were still using soft metrics vs. solid metrics, indicating further room for growth.

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7 Global Social Media Day Events You Should Attend

Mashable

This year marks the fifth-annual celebration of Social Media Day. In just a short time, it has grown to become a truly global effort, with hundreds of events taking place all over the world.

On June 30, people will come together, either at in-person events, or by using the #SMDayhashtag to connect with others on social media.

If you live in the United States, there are multiple Social Media Day events that you should consider attending. But if you’re located outside of the U.S., there are still plenty of opportunities to celebrate Social Media Day with others.

Here is a list of international events you should attend if you’re in the area:

Melbourne, Australia

When: June 29, 2014 from 11 a.m. to 4:30 p.m. AEST
Where: Inspire9, Level 1, 41 Stewart St, Melbourne, AU 3121

Melbourne’s third-annual Social Media Day Unconference (#smdmelb) encourages digital enthusiasts to come together to network, and share stories about their personal experiences with social media.

Throughout the day, several simultaneous 30-minute sessions will take place. The majority of session topics are proposed on the spot by attendees who will jot down their ideas or questions on a piece of paper. A session can be in any format — whether it be a presentation with Q&A, panel of experts, demo or roundtable. As per unconference guidelines, all attendees are expected to be active participants in the sessions.

Panama City, Panama

When: June 30, 2014 from 8 a.m. to 8 p.m. ET
Where: City of Knowledge, Panama City, 7336, Panama

Panama City’s fifth-annual Social Media Day celebration is sure to be another hit, as past celebrations have had up to 1,200 guests.

This year’s celebration will include speakers from Waze and Google, social-media workshops, as well as meet-and-greets to mix online connections with IRL networking. The ambitious 12-hour celebration will include breaks for attendees to view the World Cup quarterfinal matches on that day. Attendees will be encouraged to use the hashtag #SMDayPA, as they make new connections.

Gold Coast, Queensland

When: June 30, 2014 from 6 p.m. to 9 p.m. AEST
Where: 194 Varsity Drive, Varsity Lakes, Gold Coast

The theme for this year’s Social Media Day Gold Coast (#smdaygc) event is “putting the social back into social media.” The event will include a 45-minute panel discussion with speakers such as Andrew Richardson, the former creative director at News Ltd., Evie Mitchell of Daytona Powersports and Melissa Groom, the founder of Empowered Mums. The event will conclude with an interactive social-media scavenger hunt throughout the building.

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You’d have to be crazy to start a media company, right?

Digiday

The publishing climate today is, in a word, messy. Display advertising, the industry’s lifeblood, is on the ropes. Readers don’t seem to care where their news comes from, and publishers are competing with the likes of Facebook, Netflix and YouTube for surfers’ attention.

So why start a media company today? You’d have to be crazy, right?

Not so fast. Despite industry uncertainties, founders of sites like The Daily Dot, Skift and The Information have made the brazen, almost crazy, move to jump head-first into the world of publishing. And they seem to be pretty optimistic about it, against all odds.

Here, then, is a look at what’s driving the latest crop of publishing entrepreneurs, for better or worse.

Skift
In two years, travel site Skift has gone from being the travel industry news rookie to its daily must-read. That’s rarely easy to pull off, but Rafat Ali, the company’s CEO, said that Skift did it by finding an underserved vertical and developing a strong brand and product offering around it. And the Web makes all of that easier, not harder, to do.

“The building of a brand matters a lot in media,” Ali said. “You want to be in the position where people grow to be fans, not just readers. It’s hard to achieve that in any other sector.”

Having a strong vertical focus also opens the door to a range of new business lines. For Skift, this means being able to sell research reports, events and data to its target audience.

The Information
The Information, which launched in December, is rare among technology sites in that it asks readers to pay for its content. And while that seems like a nutty proposition in the age of infinitely free information, Jessica Lessin, the company’s CEO, argues the opposite: Readers are willing and able to pay for content — assuming you know who those readers are and how to best serve them.

“The economics of what we’re trying to do are favorable because we have a lower cost equation and a much greater demand for our product,” she said. “What we found was an area with greater-than-ever demand and lower-than-ever costs.”

The Daily Dot
Few in the digital publishing world  would argue that the industry has everything figured out. But Nicholas White, CEO of The Daily Dot, said that the messiness is actually a good thing — particularly for smaller, more nimble media companies.

White shares the view of Amazon CEO Jeff Bezos, who often argues that the companies that thrive are the ones that are able to do things well, even though they’re difficult. “Starting a media company may be one of the hardest things to do in business right now,” he said. “But it is worth doing.”

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Native Advertising Test: Does Your Campaign Make The Cut?

Media Post

For all the buzz about native advertising, the term lacks a real definition. Related article links, promoted post advertising on social channels and even display ads tucked in between paragraphs of a blog post have all been umbrellaed under the term “native advertising.”

It’s time for the industry to solidify a single definition for native advertising, before this powerful form of advertising slips deeper into marketing buzzword territory. Here are five key characteristics that pass the test of true native advertising.

1. Showcases content, not a display. Content, not banner! Sticking a banner ad in between the paragraphs of a blog post is not native advertising. One of the core tenet of a native ad is it should be native to the platform, which means a tweet on twitter, a post on Facebook or an article on a site is a true native ad that keeps user engaged and weaves brand’s message in user’s experience on the platform.

On the other hand, connecting with an influencer who is a trusted source of content for your target audience, and working with them to create sponsored content, is native advertising.

Native advertising is branded content that pulls consumers in by telling a compelling story. Display ads gain impressions; native ads make an impression.

2. Share-friendly. A native ad unit should have an ability to go viral. It could be tweeted, liked, shared, pinned — you get the idea..  Which means delivering banner ads via a social media channel does not make content inherently social, it is just another form of display advertising. Effective native ads contain appealing content that draws target demographics to want to share. That means your content is emotionally or intellectually compelling.

People share content for a few key reasons. For example, an amusing video designed to entertain target consumers, or a well-written industry-specific blog post positioned as thought leadership, will be organically shared many more times than any display ad.

3. Comes from a trusted peer. It may be tempting to drive traffic or social audience growth with bots, but don’t count on this marketing tactic to get you very far. Rather, successful native advertising begins as word of mouth. Nielsen’s recent study on consumer behavior showed that 70% of consumers make purchasing decisions based on online consumer opinions and 84% make decisions based on the recommendations of family and friends.

Directing spend to peer-to-peer native advertising will be much more effective than filling social streams with posts shared or retweeted by marketing bots. Native advertising offers brands the opportunity to have their pitch come from the lips of an actual consumer. Remember, advice from a trusted friend is advice that will most likely spur action.

4. Multi-device-compatible. True native advertising can be consumed via desktop, tablet and mobile. If content is device-specific, whether it be mobile banners or in-app advertising, it is outside the definition of native ads. Content, whether it is in the form of a brand sponsored post, video and social shares, by influencer partners should be easily read, watched and shared from any device.

5. Nondisruptive. Abruptly pausing content with pre-roll, interstitials, related content links, or display ads is not native advertising. Well-crafted native advertising has branding interwoven into the fabric of the content to create a wholly immersive experience. Content that is disruptive to engagement is not only time consuming, but will also interrupt the viewer’s experience learning more about your brand.

Sponsored articles and blog posts have been considered “native ads” for a couple of years now; this marketing tactic has recently gathered momentum with the advent of social media and the ease of connecting with people. Native ads are one of the most effective marketing channels when done right. Advertisers, get it right!

As Google+ nears third anniversary, where does it go from here?

CITEworld

With Google’s social network coming up on its third anniversary, industry analysts are wondering if the company is rethinking Google+ and where it goes from here.

Google+, which has about 300 million active monthly users as of last October, has been in the shadow of Facebook and its more than 1 billion users, taking some criticism for not catching up to its competitor.

Then in April, Vic Gundotra, a senior vice president and the head of Google+, announced he was leaving the company. Gundotra was the public face of Google+, not to mention its biggest cheerleader.

His departure raised questions about the future of Google+ and whether it would falter without its steadfast leader.

Google I/O, the company’s annual developers conference, will be held this week in San Francisco and there isn’t one session about Google+. The scheduleshows various sessions about Android, the cloud, Chrome and Google Play.

Google+, was launched on June 28, 2011, has been left out of the mix.

“I think, and I hope, they’re taking the time to rethink it,” said Ezra Gottheil, an analyst with Technology Business Research. “It was the wrong answer to the wrong question. The wrong question was, “What do we do about Facebook?” Google+ is potentially a great group collaboration tool, but it’s not a social networking tool. Google has to figure out what to do.”

A Google spokeswoman declined to say Google+ would be mentioned during the company’s opening keynote at Google I/O. She added however, that the company is not revealing any of the elements of the upcoming keynote.

That doesn’t mean Google is pulling back its support of Google+, said Liz Markman, the Google spokeswoman.

“Topics and sessions will touch on multiple products and give developers a more holistic overview,” Markman said in an email to Computerworld. “Google+ is of course an important component to that. And, across the board, we will have fewer sessions this year. This is part of an effort to give developers more time to interact.”

Scott Strawn, an analyst with IDC, said there might be more going on than Google’s not squeezing in time to talk to developers about Google+ and how to integrate it with the company’s other services.

“Vic Gundotra has left and they’ve made it pretty clear that they’re going to take a different approach with it,” Strawn said. “I think they’re going to let Google+ fade into the background.”

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