Tag Archive | "industry"

When every company is a tech company, valuations go insane

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LOS ANGELES, CA. - MARCH 12, 2014:  Blue Bottle Coffee shot in the Los Angeles Times Studio an item from the Natural Products show in Ananheim that Mary will talk about on March 12, 2014.  (Photo by Anne Cusack/Los Angeles Times via Getty Images)

Amaryllis Nucleics makes transcribing genes quicker, better and cheaper

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3D Systems outlines plans to shift 3D printing from prototype to production

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If Women Rule Social, Why Don’t We Make Content for Them?

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It’s no secret that women rule the world of social media—especially the famous ones—so why do marketers pretend that their social content need only appeal to men to succeed?

While women are generally more active than men on social media, the split is even more defined on Instagram (the second-most-popular social channel in the U.S., after Facebook) where women will make up 58.3 percent of the total user base by the end of this year. It’s not just that women represent more users on the increasingly popular channel–it’s that they are engaging with content much more frequently than men; nearly 60 percent of Instagram’s weekly users are women.

With all of that data available to us, you’d expect to see a lot more ads directed at women, right? But campaigns like Under Armour’s I Will What I Want and Always’ #LikeAGirl still feel like one-offs. We celebrate them, the brands see positive consumer engagement, awareness goes up and sales increase, and then we’re back to asking women if they are beach body ready the very next day.

The Sprite #BrutallyRefreshing campaign earlier this year resulted in a massive backlash from women all over the world, despite the fact that the campaign only ran in Ireland, and parent company Coca-Cola was forced to issue a public apology.

Knowing that every advertisement, whether it originates in social or not, will likely end up there, and that women are dominating the social space, why do advertisers insist on relying on overused and offensive tropes?

Is it because, as Cindy Gallop suggests, “At the top of our industry, as at the top of every industry, there is a closed loop of white guys talking to white guys about other white guys?” Does the lack of diversity in the advertising industry make us incapable of speaking to women and minorities in a way that won’t cause a tweetstorm of #NotBuyingIt hashtags? I think so.

If your agency doesn’t represent the diverse culture of the digital universe, how are you ever expected to speak to those consumers in an effective way? Does any woman want a man selling her tampons? No woman in the history of the world has ever thought that doing yoga in tight white pants while on her period was a good idea.

Social media is no longer an option–it’s a necessary and important part of your marketing mix. Whether you advertise through social channels or not, someone is going to talk about your brand on a social channel. If you’re creating content for any medium, you should expect that it will show up on social media.

When your content does eventually show up online, will it be to the delight of millions of potential consumers, or will you be left wringing your hands, apologizing (again) and wondering why no one got the joke?

It’s time to make a change. Speak to women in a tone that makes them feel like they are in on the joke, rather than the butt of it, and you (and your clients) will see the results in your bottom line.

Shannon Hunter is a social strategist in the Toronto office of social media and digital marketing agency Zócalo Group.

Image courtesy of Shutterstock.

Article courtesy of SocialTimes

How Are Journalists Using Social Media? (Report)

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Social media has grown from friend communication service to all-encompassing digital life tool. During this digital evolution, journalists who were early adopters and used social sites for both gathering information and broadcasting content have become a core part of many platforms. A white paper from Cision, a provider of media management solutions, examines how journalists are using social media in 2016.

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Cision categorized U.S. journalists into five archetypes:

  • The architects, most of whom are online journalists who believe social media has had a positive impact on the industry.
  • The promoters, who believe the most important use for social media is publishing, promoting, networking and monitoring.
  • The hunters, who spend two hours or less using social media for work.
  • The observers, who minimize their visible presence on social and spend most of their limited time on social reading content from people they follow.
  • The skeptics, who spend the least amount of time on social and aren’t convinced of the benefits.

The promoters represented the majority of U.S. journalists. However, journalists the world over said that publishing and promoting content were the most important uses for social media. For the promoters in the U.S., interacting with audiences was ranked as important, and 92 percent of survey respondents noted that monitoring other media and current events are also important social media activities.

According to the report, journalists are more active on social media than ever before, with a notable increase in daily activity. From reading posts from people they follow to monitoring the conversation around their own content and reposting on micro-blogging sites, participation from journalists is up anywhere as much as 34 percent compared with similar data from 2013.

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Other changes in attitudes since 2013 have not been so positive. More journalists believe their job would be harder without social media, but fewer journalists are of the belief that it improves productivity. Journalists are also more worried about standards, with 54 percent agreeing that social media undermines traditional journalistic values.

For more information on the attitudes of international journalists, or to see how journalists and PR agents interact on social networks, download the full report.

Image on homepage courtesy of Shutterstock.

Article courtesy of SocialTimes

How not to describe yourself if you want to get funded

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Former Disney Exec Forms Like Pizza, Announces Bunny Rappid Mobile App

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Former Disney executive Jeff Nuzzi and Bob Spang, an award-winning director and animator, have partnered to form a digital media studio called Like Pizza. The company will develop original animated properties across “games, mobile, digital platforms and more.”

Like Pizza’s first project is an animated action comedy series called Bunny Rappid, which will follow the “misadventures of a crime-fighting rabbit.” Like Pizza plans to launch a mobile application for Bunny Rappid, which will offer games and animated videos in a single place.

Bunny Rappid

The Bunny Rappid app will include a games channel and a video channel. In the games channel, players will have access to an arcade mode, which will contain games such as platformers, shooters and beat ’em ups, as well as a story mode that will contain “narrative-based games” like puzzle-solving and adventure games.

The video channel, meanwhile, will include video episodes from the series. Each episode will be five to seven minutes long.

Like Pizza launched a Kickstarter campaign to help fund its development of the app. In addition, the company released a Bunny Rappid music video on YouTube that features an original song from The Bombpops, a band from Los Angeles.

In a statement, Nuzzi commented:

From both my experience in the industry and as a parent, I saw firsthand how kids are consuming both video and games on mobile devices and loved the idea of creating a world around a unique character who launched on mobile first.

Bunny Rappid is a great example of the high level of production quality and effort we are putting into each appisode, and we are so lucky to have the original song “Run Bunny Run” from The Bombpops for our first music video, which illustrates just that.

The Bunny Rappid app is expected to launch on iOS and Android in 2017. Like Pizza also plans to distribute the series’ episodes on video-on-demand platforms.

Article courtesy of SocialTimes

Tech and the presidential race

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CHARLOTTE, NC - AUGUST 18:   Republican presidential candidate Donald Trump speaks to supporters at a rally on August 18, 2016 at the Charlotte Convention Center in Charlotte, North Carolina. Trump continues to campaign for his run for President of the United States.(Photo by Brian Blanco/Getty Images)

Front-Loading Branding Makes Twitter Video Ads More Effective (Study)

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Twitter touted the recall and memorability of its video ads, citing research it conducted with IPG Media Lab.

The study by Twitter and IPG found that:

  • Approximately one-half of Twitter users recalled video ads on the social network after viewing just one second.
  • Video ads were found to be twice as memorable in Twitter’s feed compared with on premium sites, due to content in their feeds being seen as “personal” and “self-curated,” as well as relevant to users’ interests and “less intrusive.”
  • The three-second mark is a key spot for video ads, as recall rose 13 percent between the one-second and three-second marks.
  • Enticing users to watch the full video allows skippable pre-roll to perform much better than when skipped at some point after five seconds.
  • Branding elements that appear directly above social videos before the “viewability timer” starts ticking allow for strong branding at low levels of “time in view” for the video itself.
  • Providing heavier, early branding can help drive awareness at lower levels of viewability.
  • Getting to the point by providing the most important information in the ad up front as opposed to spread across the full 15 seconds makes ads much more persuasive.

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Twitter global agency research and data strategy lead Heather O’Shea said in a release announcing the study’s results:

While we expected some impact below the industry viewability standard, we were pleased to see that nearly one-half of the audience recalled the ads after only one second in view on Twitter. By partnering with IPG Media Lab for this media trial, we’ve been able to demonstrate that Twitter’s highly curated feed environment actually impacts how brand messages are received by users because they are in an open and discovery-oriented mindset.

IPG Media Lab senior vice president of intelligence solutions and strategy Kara Manatt added:

We were struck by how valuable the impact of front-loading your branding and messaging can be. In today’s environment, where the competition for attention is so severe, the results of our media trial show that it’s critical to front-load your vital messaging. We’re pleased to have found an ideal partner in Twitter to examine impact of video in the social environment.

Readers: What did you think of the findings by Twitter and IPG Media Lab?

Article courtesy of SocialTimes

Video-call-your-Doctor startup KRY raises €6.1M Seed led by Index and Creandum

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The old-fashioned structur of traditional healthcare has led to poor quality, low availability and efficiency, especially in primary healthcare. The answer may be to sweep that away and build products directly for consumers, not the healthcare industry. That’s why so many startups are creating video-based healthcare startups to get around the industry. KRY, the Swedish health startup… Read More

Article courtesy of TechCrunch

September 2016
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