Global safety notice recommends shutdown of workhorse analytical chemistry tools
Samira Wiley and Lauren Morelli had a confetti-themed wedding featuring colorful decorations, 90s music, and Christian Siriano outfits.
As of June 26, that handy Gchat window will be gone. Google is integrating the platform with its Hangouts suite of messaging options.
“Social media evolution is inevitable. All you can do is evolve along with it.” – @carlosgil83
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Snapchat is a platform seemingly designed to confuse people of a certain age. Let’s say those of us who were high school age or older when Bill Clinton was president. If you’re in that demographic, you probably didn’t immediately “get” Snapchat’s minimalist UI and self-destructing messages.
Even if you’re one of the hip kids snapping away at home, it can be hard to see the business value of the platform.
But among the emoji and the rainbow vomiting there’s a huge potential audience. Brands with the right content and strategy are already enjoying success. If your target audience matches the platform’s demographics, it’s time to dive in.
At his Social Media Marketing World session, BMC’s Head of Global Social Media Carlos Gil made a compelling case for Snapchat as a marketing tool, and offered tactics for engaging on the platform.
Who’s on Snapchat
There are over 300 million monthly users on Snapchat. The vast majority are between 18 and 34 years old. 77% are over 18, and 24% are in the 25-34 bracket.
It’s a much smaller audience than, say, Facebook, but it’s a major player for millennials. 41% of all millennials in the United States are on the platform.
If your audience includes millennials and Gen Z, Snapchat is most likely a good fit for your business. If you’re hitting an older demographic, Carlos says, that doesn’t automatically count you out. It’s still worth doing a little research to see if your particular Gen X or Boomer audience is on the platform. Even B2B businesses can find an audience on Snapchat.
Brands Are Seeing Amazing Success on Snapchat
Carlos didn’t pull any punches in his assessment of the platform’s potential: One of his slides read simply “Snapchat is a legit marketing channel.”
Take Gatorade’s Super Bowl lens, for example. The lens added football-style eyeblack to people’s faces and simulate the celebratory Gatorade dousing at the end of the game. More people saw Gatorade’s branded lens than saw the Super Bowl itself–and for a fraction of the cost of a 30-second ad.
How to Build a Following on Snapchat
It takes work and engaging, fun content to get people to follow your brand, Carlos says. If you’re just starting out, it makes sense to experiment with geofilters first. People don’t have to follow your brand to see geofilters–they pop up based on location. Use geofilters to build brand presence, reach local users, even amplify tradeshow presence and community events.
To build your audience, start by leveraging your existing social media channels. Make sure your Twitter and Facebook followers can easily connect on Snapchat from their preferred platform. You can also run Facebook and Instagram ads that are targeted at Snapchat users. Just add “likes Snapchat” to your targeting criteria before running a campaign, and use creative that includes your Snapcode and handle.
Influencer content is huge on Snapchat as well. After you have started building a following, look to influencers in your vertical to co-create content and do channel takeovers.
Content that Engages on Snapchat
Unlike every other channel, Snapchat users want quality content that is fun, creative, and/or educational.
Okay, like every other channel, Snapchat content should be fun, creative, and/or educational. The difference is Snapchat is more informal and a whole lot shorter–you’re looking to build stories that are 2-3 minutes long, and each segment is just 10 seconds.
Carlos suggests keeping it extra real: Use the platform to go behind the scenes, feature the employees that make your business work, highlight your corporate culture. If you have a physical product to sell, think product story, not sales pitch.
Carlos used Nike as an example. If they’re launching a new shoe line, their Story will show people playing basketball in the shoes, not someone highlighting the shoe’s selling points.
Most importantly, keep your content fresh and updated often. Stories only last 24 hours, so constant refreshing is vital to keeping your audience entertained.
Keys to Converting from Snapchat
According to Carlos, marketing on Snapchat isn’t all about brand awareness fun and games. It’s definitely possible to inspire action and track results. Here are Carlos’ top tips for conversion and measurement:
- Keep stories brief and include a very direct CTA
- Offer followers exclusive VIP offers and flash sales
- Use tracking URLs for every link out of Snapchat
It’s All Snappening
If your target audience includes millennials and Gen Zers, Snapchat is worth exploring. Start with the best practices you use for all of your social content creation–keep it authentic, entertaining, and educational. Then embrace the unique qualities of the platform. Go for informal, person-to-person content that humanizes your brand. Take your audience behind the scenes, let them meet your people and see what you’re about.
As Carlos says, “The key word in social media is ‘social.’” That’s true on every social media platform, but even more so on Snapchat.
Is your business using Snapchat? What questions do you still have about the platform? Let me know in the comments.
© Online Marketing Blog – TopRank®, 2017. |
Aw, Snap: Everything You Need to Know about Snapchat for Business #SMMW17 | http://www.toprankblog.com
The post Aw, Snap: Everything You Need to Know about Snapchat for Business #SMMW17 appeared first on Online Marketing Blog – TopRank®.
Although ants can be difficult to control once they have entered a home, the following preventative measures can play a major role in helping to avoid infestations:
- Wipe up crumbs and spills immediately
- Store garbage in sealed containers and remove from the home frequently
- Keep food packages closed or sealed and store products in air-tight containers
- Avoid leaving food out on the counter or pet food out on the floor for long periods of time
- Repair holes or gaps in window and door screens
- Seal cracks and holes on the outside of the home including entry points for utilities and pipes
- Keep tree branches and shrubbery well-trimmed and away from the house
- Replace weather-stripping and repair loose mortar around basement foundation and windows
- If you suspect an ant or any pest infestation in your home, contact a licensed pest professional to inspect, identify and treat the problem
The post Ant Control tips for Arizona Residents | Tucson Ant Exterminator appeared first on Arizona Pest Control.
One Oklahoma state representative thinks abortion should be banned even when a pregnancy results from sexual assault—because it’s all part of God’s plan.
If you want to write amazing content like Ann Handley, don’t be a Dumbo.
Dumbo was convinced he could only fly while holding a “magic feather.” When he lost the feather mid-flight, he plummeted toward the ground. It wasn’t until he believed he could fly without the feather that he was able to take off again.
Too many would-be content creators are searching for their magic feather–the book, online course, or perfect antique typewriter that will make them a writer. And while they search, they can’t or won’t write.
So Ann began her session at Social Media Marketing World by asking us all to recite a pledge out loud:
“I don’t believe in unicorns, fairies, or Santa. There is no magic feather.”
Despite the slander against Mr. Claus (who I have on good authority is very real), it’s a crucial first step. You have to know that good writing is a learned skill, not something magically bestowed on those with the right talisman.
You can do it. You can get better at it.
Here are Ann Handley’s five tips for writing “ludicrously spectacular” content.
#1: It Starts with Not Writing
At least half of the writing process doesn’t look anything like writing. Now, you may be thinking, “frequently what I’m doing while I’m supposed to be writing is not writing.” That’s not quite what Ann means, though.
“Not writing” means being in idea-gathering mode all the time, when you’re out in the world, bingeing on Netflix, or just daydreaming at work. Writers should gather ideas like squirrels gather nuts–always on the lookout, never passing one up, and stashing them where we can get at them later.
The difference between a productive writing session and a frustrating hour staring at a blank screen is having a stash of ideas to go through. Whether you keep them in a notebook, or a service like Evernote or OneNote, commit to hoarding at least five ideas a day.
When you’re ready to write, snag an idea from your stash and, as Ann puts it, “explore the daylights out of it.” Use tools like BloomBerry, Board Reader, and Buzzsumo to see how people are talking about the idea, so you can develop your own approach.
#2: Write an Ugly First Draft
When you do start to write your first draft, silence your inner critic and focus on getting the words from your brain to the screen. Know that you will revise the work at least once–probably more–before you publish. It’s incredibly freeing to accept that your first draft will be bad. As Ann puts it, “You can’t write well without first writing spectacularly badly.”
That first draft doesn’t have to be a fully-fleshed out draft, either. It could be a list of points you want to cover, a really informal summary of the piece, or even something you dictate into your phone. The point is to give yourself something you can build on. It’s a giant leap from nothing to something–anything you do after that first leap will be easier. So whatever it takes to get something on the page, go for it.
After you finish your ugly first draft, let it rest for a while. Give your brain a little time off and let the piece sit. You’ll be better equipped to edit if you have some distance.
#3: Screw & Do
It’s not as salacious as it sounds: first, identify the ‘screw,’ the one key point for your reader that your whole piece revolves around. Second, do the editing you need to get to the screw as quickly and compellingly as possible.
How do you find your screw? Develop pathological empathy for your reader. Ann recommends the “so what?” process. Start with the statement you want to make, then imagine your reader shouting “SO WHAT?” Keep asking “SO WHAT?” and refining your message, and you will find the purest version of what you want to say, expressed in terms of benefit to the reader.
For the editing process, start with a self-edit by chainsaw. Ann says, “make every paragraph earn its keep.” In the first pass you’re trying to carve out huge chunks of writing that, while they may be very pretty or witty, aren’t serving your screw. Seek to create momentum for the reader by cutting out the junk that slows them down.
Then break it down to the sentence level. Edit with your scalpel, making sure each sentence is earning its keep. Edit for voice–when you read it out loud, does it sound like a person with a point of view wrote it? As Ann says, “If the label fell off, would they know it’s you?”
After the content is in fighting trim, then you can edit for grammar, formatting, all the small stuff. But the grammar should be the last consideration. There’s no point in repainting a condemned house. Get it structurally sound first.
#4: Write a Killer First Line
“Your reader is always looking for reasons NOT to read,” Ann says. You know it’s true–we’re always looking for the next distraction. A boring first line does your reader a favor; it gives them permission to move on.
Your first line needs to captivate the reader. Always lead with something that can capture attention. It could be a funny line, a wild statistic, or even just a strong point of view. Don’t be afraid to evoke an emotion, whether it’s amusement, wonder, or even fear.
#5: It’s All about the Voice
Your voice–or brand voice–can be a major differentiator in a sea of same-y content. Your voice should express:
- Who you are
- Why you do what you do
- What you are like to deal with
Which means, of course, you need to know the answer to these questions before you start.
Marketers are often encouraged to ask, “If your brand were a person, would you want to hang out with it?” When you’re writing brand content, you’re asking people to hang out with your brand. Not every brand needs to be the life of the party, but your voice should communicate why your brand is a worthy companion.
Take the Spectacular Writing Pledge
Even in the age of infographics and videos, good writing and great content excel. From landing pages to blog posts, eBooks to ad copy, let’s pledge to create ludicrously spectacular content.
Feel free to stand up wherever you are and repeat out loud Ann Handley’s pledge:
“I will collect & hoard 5 ideas a day. I will not hit backspace while writing a first draft. I will not go straight from writing to publishing. I will have pathological empathy for the reader. I will not sound like everyone else. And there ain’t no magic feather!”
And if you do stand up and say it out loud, please take a video and tag Ann @MarketingProfs when you post it.
The post Creating Breakthrough Content: There Ain’t No Magic Feather #SMMW17 appeared first on Online Marketing Blog – TopRank®.
Infographic: Who Is the Millennial Female Micro Influencer?
Who is a millennial female micro influencer? How does she compare to your average social media user? She tends to have a larger following with more engagement, and posts about topics like travel, fashion and health and fitness. This infographic sums up who this person is and what her followers and habits are like. AdWeek
Apple introduces Clips: the fun, new way to create expressive videos on iOS
This week, Apple introduced Clips — a new way to create expressive videos out of music, photos, video clips and more. These Clips also feature interactive titles that are based on your voice, and are easily posted directly to Facebook, Instagram, YouTube, Vimeo or a variety of other platforms. Apple
New: Save Your Live Video to Your Phone
Late last week, Instagram announced the newest addition to its live videos – users can now save their live videos directly to their devices. However, these saved videos will not retain comments, number of views or interaction data. Instagram
52% Say Majority of Their Business Marketing Activity Is Digital [DATA]
Search Engine Journal reports: “According to a survey sent out to Search Engine Journal’s Twitter audience, 52% say majority of the overall marketing activity for their business is digital.” Does this mean that brands are straying away from traditional advertising in favor of digital? According to a recent study by AdRoll, 65% of marketing decision makers spent more than half of their marketing budget on digital marketing. Search Engine Journal
Facebook rolls out seasonal greetings at the top of the News Feed
Facebook’s Goodwill team — the same folks that brought us Friend’s Day videos — have rolled out new animated media to announce the change of the season. In the northern hemisphere, users will see images of birds and flowers. In the southern hemisphere, users will see falling leaves. TechCrunch
New: LinkedIn’s Matched Audiences will target ads based on people’s web browsing, email addresses
According to Marketing Land, “Later this year LinkedIn will once again let businesses target the people who visit their websites with ads on the Microsoft-owned, business-centric social network. On top of re-adding website retargeting — which is already offered by Facebook, Google, Twitter and Pinterest — LinkedIn will also enable business to target ads based on people’s email addresses, as its aforementioned rivals already do.” Marketing Land
How Much Instagram Influencers Charge to Post Sponsored Content
MarketingProfs reports: “Influencers charge $271, on average, to share a sponsored post on Instagram […] Modeling influencers charge the most ($434, on average) per sponsored Instagram post. Music influencers charge the least ($201, on average). Modeling influencers also tend to have the largest audiences (141,563 followers, on average), and music influencers tend to have the smallest (26,403).” MarketingProfs
Google Admits Brand Safety Is a Global Problem
Prompted by recent events in the UK, where a media group paused all of its clients’ display spending due to ads appearing next to questionable and/or unsafe content through Google’s ad network, Google is reevaluating their practices around unsafe advertising. However, advertisers must also call themselves into account and ensure they understand where and how their ads are being placed. For brands to maintain safety, everyone needs to be watching. Ad Age
What were your top online marketing news stories this week?
I’ll be back next week with more online marketing news. If you have something to share, sound off in the comments or Tweet to @toprank.
The post Online Marketing News: Millennial Micro Influencers, Apple Clips, Facebook Seasons appeared first on Online Marketing Blog – TopRank®.
New “FLINC” sensors report enzymatic and cell-signaling activity with superresolution