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IDG’s Social Media Marketing Success Story

Media Shepard

IDG worked with Samsung late last year to promote the company’s 10.1 Galaxy Note tablet. For Samsung, the goals were clear: promote the product during the holiday season in order to reach the campaign’s target business audience. IDG’s job was to leverage its industry contacts and brand following to create awareness and engagement.

That job fell to Colin Browning, marketing services director at IDG, who heads the Performance Marketing group within IDG Strategic Marketing Services. Browning’s team is responsible for the implementation, management, analysis, and optimization of social media and lead generation programs for clients.

mediaShepherd asked Browning to explain how IDG designed and implemented an effective B2B social media campaign: platforms used, specific approaches, goals, strategies and results.

mediaShepherd: What were the goals of the campaign? How were you defining “success” both for your client and IDG?

Colin Browning: The overall campaign goal was to increase the IT leadership’s awareness of Samsung’s new 10.1 inch tablet as a superior device for use in the workplace. For the social component we wanted to get the target audience discussing the broader advantages and flexibility of tablets while including Samsung’s messaging.

mS: There is often a fine line between promotional and valuable content, especially with custom marketing campaigns. How did you ensure that you would be pushing out valuable content to your audiences to facilitate real engagement? (Did the survey(s) you conducted play a role in this?)

CB: The program content, including the Twitter chat topics, were designed to be thought leadership based. While these are all informative pieces and conversations, they were also aligned to the key value propositions of the Samsung Tablet. This enabled us to have broader audience conversations about the use of the tablet in the workplace and what IT’s needs are, without coming across as overly promotional.

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On the hunt for attention, media outlets gamify the news

Digiday

And now, for their next reader-engagement trick, publishers are taking a few lessons from your PlayStation.

The world of video games is coming to the news. While publishers are used to telling stories in text and, recently, in video, some are looking to add a dose of interactivity to their news in an effort to attract more readers and keep them around longer.

Last week, Al Jazeera launched “Pirate Fishing,” an online game that puts players in the role of a journalist as he investigates an illegal fishing trade. Players, who start as “junior researchers” get points by watching videos and filing clips in their notebooks, helping them earn “senior reporter” positions and ” specialist badges.” The game was based of an Al Jazeera video series originally published in 2012.

Read on…

With New Ad Platform, Facebook Opens Gates to Its Vault of User Data

The New York Times

SAN FRANCISCO — Facebook built itself into the No. 2 digital advertising platform in the world by analyzing the vast amount of data it had on each of its 1.3 billion users to sell individually targeted ads on its social network.

Now it is going to take those targeted ads to the rest of the Internet, mounting its most direct challenge yet to Google, the leader in digital advertising with nearly one-third of the global market.

On Monday, Facebook will roll out a rebuilt ad platform, called Atlas, that will allow marketers to tap its detailed knowledge of its users to direct ads to those people on thousands of other websites and mobile apps.

“We are bringing all of the people-based marketing functions that marketers are used to doing on Facebook and allowing them to do that across the web,” David Jakubowski, the company’s head of advertising technology, said in an interview.

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What happens when you combine WhatsApp with YouTube

Digiday

The next frontier for media might just be messaging.

WhatsApp reached 600 million monthly active users in August, six months after Facebook paid $19 billion for the massively popular messaging app. Competitors Line, WeChat and Viber have also experienced impressive growth in recent months.

Montreal-based 5by plans to introduce its own messaging product next week, with one key difference from those aforementioned apps: Its new platform lies at the nexus between messaging and Web video.

“People do not want to broadcast everything on Facebook; they just want to easily send things to people they care about,” 5by CEO Greg Isenberg told Digiday. “We leverage this behavior to make it easier for people to find, share and discuss videos.”

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Africa’s Digital Future Remains Bright Despite Myriad Challenges

IDC PMS4colorversion no shadow 300x98  Africas Digital Future Remains Bright Despite Myriad Challenges

Spurred by increased infrastructural investments, improved connectivity and affordability, positive government interventions, and the spread of mobility, the African digital media landscape is rapidly evolving, according to global IT market intelligence firm International Data Corporation (IDC). Referencing its ‘Assessment and Outlook of the Digital Media Ecosystem in Africa’ report, IDC today said the future remains bright for the continent, although key challenges such as low propensity to pay for applications and content as well as lack of ubiquitous high speed broadband infrastructure continue to hamper progress and will take a while to resolve.

“The digital picture in Africa is changing rapidly,” says Leonard Kore, a research analyst for telecommunications and media at IDC East Africa. “Internet penetration is on the rise, buoyed by increased infrastructure investments, while the landing of undersea fiber-optic cables connecting Africa to the rest of the world has greatly reduced transmission time and costs while increasing bandwidth capacity. Although only an estimated 19% of the continent’s 1 billion population is online, this situation is expected to improve as investments in infrastructure continue to gain momentum; this includes 2G and 3G network infrastructure expansion and fiber to the x (FTTx).”

Mobile usage has had a transformative impact in Africa. Other key factors include the high digital appetite for social media and the impending digital migration, while other sectors such as ecommerce have had a tough time gaining traction. The digital disruption has significantly changed consumer behavior, and service usage patterns have altered as a result, with consumers now seeking devices with intuitive interfaces, content-rich applications, and faster connectivity capabilities as they spend more time online.

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New IDC Study Finds that Tech Marketing Budgets Will Rebound in 2014 with Average Increase of 3.5% for the Largest IT Vendors

IDC PMS4colorversion 1 New IDC Study Finds that Tech Marketing Budgets Will Rebound in 2014 with Average Increase of 3.5% for the Largest IT Vendors

This in spite of tech marketing turmoil and transformation, as half of tech companies replaced CMO in last 24 months

FRAMINGHAM, Mass. – The 12th Annual Tech Marketing Benchmark Study from the International Data Corporation (IDCCMO Advisory Service finds that marketing budgets among the 101 technology companies surveyed will increase by an average of 3.5% in 2014. Those same companies expect a revenue increase of 3.7% for the same period. Despite this momentum, the CMO role remains very fluid as marketing organizations attempt to reinvent their capabilities and effectiveness in a new era of marketing. In a related study, IDC finds that 51% of tech CMO’s have been in their position for fewer than two years.

Two-thirds of the companies surveyed by IDC will increase their marketing budgets in 2014 while only 20% of the companies will decrease their marketing budgets with the remainder indicating no change in budget levels. Notably, companies with a high percentage of 3rd Platform products (cloud, social, mobile and Big Data and analytics) will receive marketing budget increases upwards of five times that of the average tech company, increasing their budgets 10-20% year over year.

“For the first time in eight years, IDC is seeing that marketing budgets are increasing at about the same rate as revenues. This is positive news for tech marketers and also a clear indication that the C-suite is ready to put additional marketing investment up against more promising business prospects,” saidSam Melnick, Senior Research Analyst, IDC CMO Advisory Service. “However, both the CMO and CEO must understand that momentum is being driven by success in 3rd Platform solution areas. To continue this growth, executives must continue to invest to be competitive in these high-upside segments.”

“We examined 152 tech companies with a current CMO in place and found that 77, just over half, have replaced their CMO in the last 24 months – an astonishing rate of change. CMOs must own the digital disruption of buyer experience for their companies. Those CMOs able to rise to the challenge will be provided more resources and given more power. The unprepared will be replaced,” said Kathleen Schaub, Vice President, IDC CMO Advisory Service. “However, tech CEOs must also wake up to the impact marketing now wields over revenue and reputation. It’s their job to pick the right person for today’s challenges. To get CMO selection right means the CEO needs to understand and get closer to marketing.”

The 12th annual 2014 Tech Marketing Benchmark Study was recently completed by IDC’s CMO Advisory Service and seeks to capture the full marketing spend and marketing headcount allocations of global companies within the technology sector. The research effort surveyed 101 companies, with the average company’s revenue surpassing $7 billion. IDC’s 2015 Marketing Investment Planner containing study details will be published in November and will be available on IDC.com. In a parallel study, the CMO Advisory Service studied 152 tech companies ranging from $50 million to $100 billion in revenue to observe their CMO tenure.

About IDC

International Data Corporation (IDC) is the premier global provider of market intelligence, advisory services, and events for the information technology, telecommunications, and consumer technology markets. IDC helps IT professionals, business executives, and the investment community to make fact-based decisions on technology purchases and business strategy. More than 1,000 IDC analysts provide global, regional, and local expertise on technology and industry opportunities and trends in over 110 countries. In 2014, IDC celebrates its 50th anniversary of providing strategic insights to help clients achieve their key business objectives. IDC is a subsidiary of IDG, the world’s leading technology media, research, and events company. You can learn more about IDC by visiting www.idc.com. Follow IDC on Twitter at @IDC.

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NRS says mobile now most popular way to access websites of Mail Online, Metro and Mirror

Mail Online, Metro and the Mirror all now attract more readers to their websites from mobiles than they do from personal computers.

New evidence of the shift from desktop to mobile news readership is provided in the latest figures from the National Readership Survey, which include mobile for the first time.

The data suggests Mail Online’s mobile raedership in the UK  stands at 10.8m per month, versus 9.6m on personal computers. The NRS claims that the Mirror now attracts 6.2m readers a month on mobile devices, versus 4.9m on PCs, and Metro 3.6m on mobile versus 2.9m on PCs.

The NRS data combines print readership for the year to June 2014 with Comscore website data for June 2014. Both web and print numbers are based on a survey of the general public, rather than actual circulation or information from server logs.

The figures suggest that The Guardian and the Telegraph are neck and neck in terms of UK readership with both achieving a monthly reach of 16.3m. The term ‘reach’ equates to the number of people reading the paper or the website at least once.

The NRS suggests that the Daily Mail/Mail Online is the most read national newspaper brand in the UK with a monthly reach of 23.4m. According to the Mail, this means it now reaches 48.3 per cent of UK adults every month.

Read on…

U.S. Federal Cloud Forecast Shows Sustained Growth Through 2018, According to IDC Government Insights

IDC PMS4colorversion 1  U.S. Federal Cloud Forecast Shows Sustained Growth Through 2018, According to IDC Government Insights

FRAMINGHAM, Mass., September 16, 2014IDC Government Insights today announced the availability of a new report, Perspective: Looking Up – U.S. Federal Cloud Forecast Shows Sustain Growth Through 2018 (Doc #GI250735). The detailed report, a follow-up to IDC Government Insights’ inaugural cloud spending forecast in July 2013, evaluates how the U.S. Federal Government is spending part of its IT budget on cloud-based solutions. According to the new forecast, cloud spending now represents about 5% of all IT spending by the federal government. IDC Government Insights expects that the growth will continue into FY2015.

  • ClicktoTweet:  IDC U.S. Federal Cloud Forecast Shows Sustained Growth Through 2018, According to IDC Government Insights

For five years, both the U.S. Federal CIO Council and the Office of Management and Budget (OMB) have been pushing government agencies to move some types of IT systems to the cloud, particularly new systems, stored data, and mobile solutions. The ongoing level of spending on cloud solutions indicates that this effort is finally having a significant long-term effect. Total cloud spending is going up and the nature of cloud spending itself is changing.

Key highlights from the forecast include:

  • Federal cloud spending for FY2014 will come in higher that originally predicted. A year ago, OMB stated that agencies are slated to spend a little over $2.2 billion on cloud solutions for 2014. By the end of this fiscal year, that number will grow to more than $3.0 billion.
  • As in the previous two years, OMB has predicted a slight pull-back on cloud spending for upcoming FY2015. The current estimate is just under $2.9 billion for next year, however, IDC Government Insights believes that cloud spending will actually increase, not decrease, for FY2015, rising to perhaps to as much as $3.4 billion.
  • Software as a Service (SaaS) is passing Infrastructure as a Service (IaaS) as the largest type of cloud spending. Last year, OMB estimated that agencies would spend $1.2 billion on IaaS and $724 million on SaaS for FY 2014. This meant that government was different than other industries, since most spend more of their cloud dollars on SaaS. But by the time FY2014 ends on September 30th, the federal government will have spent just $986 million on IaaS, and over $1.3 billion on SaaS.

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Can Print and Online Content Just Get Along? California Sunday Magazine Hopes So.

re/code

In a few weeks, at the beginning of October, a new content effort called California Sunday Magazine will debut aimed at publishing, “thoughtful, reported features and beautiful photography and illustrations set in California, the West, Asia, and Latin America, for a national audience,” of a demographic of 25- to 45-year-olds.

Starting a general-interest publication, offline or online, is not for the faint of heart, although the effort has attracted several million dollars in investment from a range of angel funders.

Which is why it is also going to try to pretend to its readers — largely urban and definitely hipper — that there is absolutely no divide between online and offline, using a design that was aimed at both equally. That means California Sunday Magazine will debut on the Web, across a range of devices (Apple iPhone, Google Android, Amazon Kindle), as well as a print insert to 400,000 selected readers of the Los Angeles Times, San Francisco Chronicle and Sacramento Bee.

It’s certainly more of an interesting gambit since the effort has its roots in an event series called Pop-Up Magazine. In the hugely popular live show in San Francisco, reported stories are performed by their creators — including high-profile authors like Michael Pollan and Alice Walker.

Read on…

Facebook Announces Facebook Media — A Resource For Media Organizations

Marketing Land

Facebook today rolled out Facebook Media, a new resource to help media organizations and public figures with their Facebook efforts. Facebook Media is modeled after Facebook for Business, a hub for advertisers on the social network.

Facebook director of media partnerships Nick Grudin explained the purpose of the effort in a blog post:

Every day, content creators around the world — from digital publishers, to public figures, to video producers — use Facebook to connect with their audiences in innovative ways. They reach new fans, start conversations and drive discovery of new stories. In the process, they make Facebook more vibrant.

At Facebook, we are committed to building a platform to make these connections broader, richer and more dynamic. That’s why today we are introducing Facebook Media — to highlight great examples and new trends illustrating how public figures, organizations and media are using Facebook to connect with their audiences.

Facebook Media is filled with best-practice advice, much of which applies to anyone using Facebook as a marketing tool. For instance, there’s a good list of tips for driving referrals to digital properties that should be required reading.

 

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