Tag Archive | "manager"

MasterCard Case Study: How to Pursue Small Efforts for Large Scale

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As digital information and technology expand exponentially, brands and agencies are persistently challenged to transform their advertising approaches to take advantage of an evolving ecosystem of autonomous marketing platforms like Facebook and Twitter.

When you are on the front lines — partnering with brands that go beyond basic practices to become catalysts for discovery, learning, collaboration, and breaking through — you glean thousands of learnings and insights on how to adapt in ways that will help your brand thrive in the rapidly changing digital media environment. Here is a great example:

In partnership with Ketchum, Adaptly collaborated with MasterCard to develop and execute a social advertising program around Valentine’s Day in Europe. In an effort to create shareable content for the social web, the brand leveraged a variety of Valentine-themed infographics and a Vine (see the bottom of the story) that ran on Twitter from February 12-15.


The engagement rate for this campaign was 62.8 percent higher than the engagement rates* of several other highly successful campaigns that ran earlier in the year, with an overall average engagement rate* of 6.15 percent.

While these campaigns aren’t isolated efforts, the results demonstrate how effective campaigning on Twitter around events, holidays, and happenings can truly be. Even more importantly, this Valentine’s Day campaign was only a small piece of a much larger MasterCard strategy, and because of that, the brand has been able to continually unleash the true potential of digital advertising.

Here’s what others can learn from this example:

Winning Isn’t a One-Day Effort

Valentine’s Day is a one-day event; however, tapping into the conversation before and after can be equally, if not more, effective. Knowing that engaging fans before and after Valentine’s Day would be important, Adaptly worked with MasterCard to schedule the campaign accordingly.

As predicted, the engagement rate on Sunday was 6.30 percent, making it the second best preforming day of the four-day campaign. And compared to Saturday’s (Valentine’s Day) engagement rate* of 6.72 percent, that’s only slightly lower than the “main” event.

Always find ways to learn

By running simple tests, with minimal spend, you can garner insights into the effectiveness of creative before you invest heavily in one message or another. This is where technology comes into play – Adaptly launched all the ads at the same time and Twitter’s system optimized towards the best performing executions. For MasterCard, this meant developing over 20 pieces of creative, and then letting their audience dictate where to spend and where to re-allocate.

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While 20 pieces of creative might seem daunting, you can see from the examples above that this doesn’t mean 20 completely different and original ideas. It’s quite the opposite in fact. By tweaking things as simple as copy and color, you can quickly garner insights about what is performing the best, giving you greater confidence in how to spend later.

Overall, the success of this campaign stems from MasterCard’s commitment to holistic strategy that considers the long term over the short term and ultimately creates strategies that serve a larger initiative, rather than a siloed digital effort. And that is something any brand can emulate.

*On Twitter, engagements are anything from clicks, replies, @mentions, favorites or retweets. Engagement rate is how Twitter measures how well a tweet performs. As a benchmark, most Twitter campaigns come in at 1-3% so these figures are much higher than average.

Milana Saric is the Client Partner Manager at Adaptly, a Facebook Marketing Partner.

Article courtesy of SocialTimes Feed

Facebook Creative Shop Turns Focus to SMBs

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FacebookCreativeShopSMBsSmall and midsized businesses are no small part of the Facebook community, and Facebook Creative Shop refined some new tools to smooth the process for them.

The SMB-targeted creative elements from Facebook Creative Shop are:

  • Story Packs: Pre-packaged ad ideas by vertical that SMBs can customize with their own photographs and copy.


  • Creative Tips: Easy-to-follow guidance on selecting post topics, writing copy, choosing images and shooting video.


  • Inspiration Gallery: A library of creative case studies and best-in-class examples from SMBs across verticals, accompanied by creative critique, to help businesses find ads examples from similar businesses.


These new offerings by Facebook Creative Shop follow recently introduced tools from the social network with similar intentions, including its Ads Manager application, Blueprint and Learn How.

Readers: What do you think of Facebook’s efforts to aid SMBs?

Article courtesy of SocialTimes Feed

Social Media Jobs: Everyday Health, Chantecaille

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This week, Everyday Health is hiring a social media editor, while Chantecaille needs a social media coordinator. Conde Nast is seeking an associate social media manager for Vogue.com, and Common Sense Media is looking for a director of social media and engagement. Get the scoop on these openings below, and find additional social media jobs on Mediabistro.

Find more great social media jobs on our job board. Looking to hire? Tap into our network of talented SocialTimes pros and post a risk-free job listing. For real-time openings and employment news, follow @MBJobPost.

Article courtesy of SocialTimes Feed

3 Strategies to Segment Audiences and Personalize Digital Marketing

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Today’s consumers are not silent spectators or passive listeners. Instead, companies are dealing with an empowered audience — engaged in real-time social and mobile conversations, but fragmented across many digital platforms.

While digital marketers are well aware that they must segment their audience and deliver the right message to the right audience at the right time, many struggle with tactical yet effective ways to pinpoint audiences based on needs, expectations and behaviors.

Use Digital Platforms to Build Consumer Personas

Customers are more than just a gender, age, and location recorded in some database. Marketers need to also understand the behaviors and preferences of customers in order to provide them with the best possible experiences while simultaneously influencing their purchasing plans.

STA Travel, a youth-focused travel company, used an Offerpop quiz to better understand the interests of their audience and direct them to personalized travel options. The quiz placed participants into one of five personality-based “Travel Tribes:” Life & Soul, Thrill Seeker, A-Lister, Free Wheeler, and Live like a Local. The campaign yielded over 40,000 responses, providing a wealth of persona data that STA used to target offers to customers.

STA’s website traffic increased, sales grew and they gained more than 10,000 new potential customers using a fun and engaging campaign.

Persona building is a great way to avoid pitching irrelevant marketing content to consumers. For instance, travelers interested in yoga, meditation and soulful retreats most likely are not interested in VIP club access or weekend party yacht rentals. Being more targeted will ensure your content resonates with your customers.

Integrate unique experiences for real-time consumer journey insight

Forrester’s report on Competitive Strategy in the Age of the Consumer emphasizes going beyond consumer historical data, and expanding analysis to better understand “the next step a consumer may take.” Customers come into contact with brands at varying stages; some are ready to purchase, others are there to gather information, and it’s up to brands to offer experiences that cater to each specific situation, and move the consumer closer to conversion..

Brand-to-consumer experiences help brands gain a real-time understanding of where an individual is in the buying cycle, and how the brand can move them along the path to purchase.

Be generous with content and rewards by incorporating contests and discount offerings to consumers, but keep those offerings pertinent to the needs, wants, and desires of each audience segment.

Advocate Health Care, one of the largest hospital and health systems in the Midwest, launched a GoPro giveaway and integrated marketing campaign to promote local health and wellness. Grounded in a hashtag to collect and display user-generated content, and promoted around the city with billboards, TV ads, and digital advertising targeted at outdoors and fitness enthusiasts, #HealthiestLife aggregated more than 3,000 pieces of repurposable user-generated content. Advocate Health Care was able to collect opt-in permissions and deliver follow-up marketing initiatives relevant to the audiences activity. The well-catered messaging ultimately resulted in a 26 percent increase in physician appointments, not to mention a 126 percent jump in traffic to the user-generated content gallery on their website.

Identify new touch points for audience segments using an omni-channel approach

Different audiences open their doors to brands at varying stages of the sales cycle. By including utility-focused content and engagement tools into your strategies, you will find previously unknown avenues to interact with consumers. Tracking targeted content allows marketers to see when different audiences are activated — a great building point for future campaigns.

Following an incredibly successful user-generated content campaign, tote bag retailer SCOUT drove e-commerce sales by repurposing UGC in various touch points across their digital marketing channels.

The SCOUT marketing team discovered that featuring user-generated content in an online holiday gift guide and their email marketing resulted in a significant increase in web traffic from existing fans. Additionally, they experienced such a high volume of web visitors and social media fans visiting the gallery, that they replaced the ‘SALE’ tab in the header of emails with the #scoutbags user-generated content gallery, which effectively drove more consumers to in-season products. Finally, SCOUT included a print promotion for the campaign with every order to remind customers to continue sharing their SCOUT moments.

SCOUT tracked which content generates the most clicks and shares and used this information to optimize their visual marketing strategy and cater to their audiences needs and preferences. And it worked – sales from social traffic increased an average of 67.5 percent by the end of 2014.

Audience segmentation has gone real-time. Brands are building consumer profiles that are constantly tracking what you like, what you buy, how you buy it, and millions of other digital interactions on an ongoing basis. But the potential of this power is lost if marketers aren’t tracking, segmenting, and revamping their messaging to match their audience. Sending the wrong message to the wrong audience is not only wasted time — it can also harm your relationship with potential customers.

Rob Manning is the Content Marketing Manager at Offerpop, where he heads up the creation and execution of content strategies.

Article courtesy of SocialTimes Feed

Adobe Summit: Audience Manager, Primetime, Internet of Things Marketing Announced

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Adobe, a Facebook Marketing Partner, announced Monday night at its Adobe Summit a flurry of new capabilities — including two new additions (Adobe Audience Manager, Adobe Primetime) to the Adobe Marketing cloud and marketing options for the Internet of Things (IoT).

Brad Rencher, senior vice president and general manager, Digital Marketing Business at Adobe, discussed the new offerings in a press release:

Marketing has been driving digital transformation at the world’s largest brands, agencies and media companies. Now, marketing is moving beyond the marketing department and transforming how enterprises organize and engage with customers across every touch point. Enabled by a richer view of the customer, digital experiences are starting to change how we shop, open hotel room doors, interact with our cars and buy soda from vending machines.

Here’s a look at the new offerings from Adobe:

Adobe Audience Manager & Adobe Primetime

In addition to Adobe Analytics, Adobe Target, Adobe Social, Adobe Experience Manager, Adobe Media Optimizer and Adobe Campaign, the company announced at Adobe Summit two new programs into the Adobe Marketing Cloud toolbox: Adobe Audience Manager and Adobe Primetime.

The company explained in a press release:

Adobe Audience Manager and Adobe Primetime are now part of the Adobe Marketing Cloud. Audience Manager offers new capabilities to gain greater insight into customer journeys, including a new Audience Marketplace to buy and sell anonymous audience data, and cross-device identification that lets marketers take advantage of user authentications to target individuals in a household that share a single device.

Adobe Primetime is used by NBC Sports, Comcast, Turner Broadcasting, Time Warner Cable and others, now allows marketers and ad operations professionals to import first-, second- and third-party audience data into Audience Manager and execute ad campaigns targeting specific audience segments. With cross-device frequency capping, media companies can now deliver personalized ads across platforms, and ensure that a single user with more than one device doesn’t have to watch the same ad with more than the desired number of exposures.

Ad tech improvements

Adobe is also applying a deeper level of integration to its ad buying solution:

Programmatic ad buying continues to be a challenge for today’s advertisers, with too much focus placed on display ad bidding and multiple data vendors providing different buying methods and billing practices. Adobe today announced a solution, combining a new algorithmic engine and key advancements to Audience Core Services to unify audience targeting, buying, data and billing in one platform. The solution integrates audience and behavior data from a broad range of sources (including Web, mobile app and CRM systems), automates the execution of paid media campaigns through Adobe Media Optimizer and lets marketers use the same audience segments across earned and owned campaigns to deliver consistent experiences.

IoT - Car Dashboard
Marketing solutions for IoT

As the Internet of Things becomes more widespread, there will be a great race to market beyond laptops, cell phones and tablets, and into wearables, appliances and cars. The IoT is a major part of the Adobe Summit, and the company will showcase the newest technology. Here’s how Adobe is preparing companies to market through the IoT:

Adobe Marketing Cloud enables brands to extend the impact of marketing across more touch points including wearables and Internet-of-Things (IoT) devices. Adobe Experience Manager Screens and Adobe Target now bring highly personalized experiences to physical spaces like retail stores and hotel rooms and enable marketers to optimize content across any IoT device. The new IoT SDK lets brands measure and analyze consumer engagement across any of those devices, and new Intelligent Location capabilities allow companies to use GPS and iBeacon data to optimize their physical brand presence.

Adobe Summit keynote sessions can be viewed live online Tuesday, March 10, and Wednesday, March 11 from 9-11 a.m. MST.

Article courtesy of SocialTimes Feed

An Inside Look at Facebook’s New Ads Manager iOS App

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Sorry Android friends, Facebook’s Ads Manager is not ready for you yet. Power Editor geeks, this is not a replacement, but a handy app to manage stats and boost posts.

But everyone else who is trying to grow their business on Facebook, you’re in luck! No need to lug your laptop around to manage your Facebook ads, except for set-up tasks and deep reporting, when you really don’t want to be using your phone.

Agencies and consultants can now simplify their client work, since boosting posts is easy and effective. Any simple tasks you can do quickly on your iPhone — especially convenient if you want to use your phone’s photo library. You can choose to receive notifications, but if you’re already getting them in email and on desktop, this could be overkill.

Michael McEuen agrees, sharing his thoughts on the convenience the new ads manager offers:

google profileAnyone whose ran multiple FB ad campaigns in the past likely has war stories. Memories of rushing home from a restaurant or bar to turn off a rouge campaign over the weekend. The mobile Ads Manager puts a Marketer’s mind at ease, allowing for quick edits on the fly.

Let’s take a peek at the interface.

Here’s the internal Portage ad account.


You’re limited in the number of objectives you can choose from. But most of your ads will be boosting (promoting) posts, anyway, if you’ve got a solid funnel nurture strategy.

Let’s boost a post

Note: promoting website clicks and local awareness has a similar flow — perfect for small biz owners on the go.


If you’ve done your homework and created your saved audiences properly, you need only select the content:


Then the audience you want to see it (we want to target Infusionsoft customers).


And set your budget and scheduling details:


It’s that easy!

If you have a lot of accounts or an agency managing clients through Business Manager, you’re still going to need your desktop.

But this will save you a ton of time.

Article courtesy of SocialTimes Feed

Social Media Jobs: Bose, Haute Living, NYC Dept of Health

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This week, Bose is hiring a global social media manager, while Haute Living needs a social media manager. The NYC Department of Health is seeking a social media specialist, and Skirt Public Relations is looking for a social media manager. Get the scoop on these openings below, and find additional social media jobs on Mediabistro.

Find more great social media jobs on our job board. Looking to hire? Tap into our network of talented SocialTimes pros and post a risk-free job listing. For real-time openings and employment news, follow @MBJobPost.

Article courtesy of SocialTimes Feed

Social Media Jobs: Brilliant Bicycles, Federated Media

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This week, Brilliant Bicycles is hiring a community manager, while Federated Media needs a social strategy director. Loyola Press is seeking a social media specialist, and Creative Media Marketing is looking for a community manager. Get the scoop on these openings below, and find additional social media jobs on Mediabistro.

Find more great social media jobs on our job board. Looking to hire? Tap into our network of talented SocialTimes pros and post a risk-free job listing. For real-time openings and employment news, follow @MBJobPost.

Article courtesy of SocialTimes Feed

Pinterest Adds App Pins on iOS

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Pinterest is great for discovering a new recipe, an old dress or an inspirational quote. But now, you’ll be able to find relevant apps through the site as well. For Pinterest app users in the U.S. on iPhones and iPads, users can now discover and download apps through Pins.

Product Manager Julie Black explained in a blog post:

Now if you’re on your iPhone or iPad, you’ll see another kind of Pin: app Pins. Let’s say you’re Pinning workout inspiration to your Marathon Training board. If you see a fitness app that helps you reach your goals, you can download it right from Pinterest.

When you come across an app Pin, tap Install to download the app right to your iPhone or iPad without ever leaving Pinterest (you’ll only see app Pins when you’re using the Pinterest app on your iPhone or iPad).

Anyone can add a Pin to an app, but Pinterest has some tips for developers:

These new App Pins are part of Rich Pins, our broader effort to make Pins more useful. We’ve already added recipe, article, product, place and movie Pins to help people take action on the things they care about.

With more than 75% of traffic to Pinterest coming from mobile devices, we wanted to make finding apps for all types of interests a little bit easier.

When you come across an App Pin in the wild on an iOS device, you’ll see an app icon right on the Pin as well as an install button. Tap the button to download the app right to your iPhone or iPad.

Readers: What do you think of App Pins?

Article courtesy of SocialTimes Feed

More Space for Facebook in Menlo Park, New York, Singapore

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BigManInSmallOffice650Expansion aplenty continues at Facebook, as news broke of the company acquiring more property adjacent to its headquarters in Menlo Park, Calif., as well as adding space to its New York office and moving to a larger location in Singapore.

Silicon Valley Business Journal reported that Facebook purchased a 56-acre industrial park directly south of its Menlo Park headquarters from Prologis, for an estimated $400 million.

The Prologis Willow Park complex may not necessarily be earmarked for more office space, however, with Silicon Valley Business Journal reporting that options such as mixed-use housing, retail and a hotel are on the table.

Facebook director of real estate John Tenanes spoke with Silicon Valley Business Journal, saying:

We feel you just can’t build a corporate campus: It has to be integrated into the community.

Facebook will continue to grow over time, and there’s a limited supply of land. This is really looking at our future.

If you go to the grocery store, you have to go to Safeway, and it takes 30 minutes. Our employees want to go to the grocery store. The neighbors want to go to the grocery store.

We’ve been involved. We’ve listened. We know what they’re looking for in terms of their needs.

We need to get our work done. How you do that is you work together. We think the way this visioning plan will come out there will be opportunities for mixed use, retail, that is public. Potentially, we’ve talked about grocery stores and retail and perhaps other things.

Tenanes also addressed concerns over the environmental and logistical impact of Facebook’s expansion, telling Silicon Valley Business Journal:

We think there is a way to (connect Facebook’s Menlo Park sites). We can create pedestrian paths, use the inactive Dumbarton rail line in some way and potentially build bike bridges. There will be many different options for both neighbors and Facebook employees to get back and forth.

Imagine people riding their bikes, running, or using (the Dumbarton rail line) for walking their dog to Redwood City. Wouldn’t it be great if someone came up with an idea on how to activate it?

We see other opportunities that promote the community, including the possibility to close the Bay Trail gap (a 1.5-mile gap on the San Francisco Bay trail, where bicyclists and pedestrians must share a sidewalk-free street with cars). Fixing the gap would improve traffic and provide a nice connection to the area — something we see as an important project.

Menlo Park City Manager Alex McIntyre weighed in on Facebook’s plans with Silicon Valley Business Journal, saying:

I tell people Facebook’s here to stay, and they’re going to become something very different from what they were in their infancy.

I think the notion of the insular campus — they do have that right now, and there’s a reason for it. But they also acknowledge they can’t come in and keep expanding and put the fence bigger and bigger. They are listening to that.

From what I understand, Facebook is not looking to move in tomorrow. This is going to be a long process. Where there’s employment value — if we can retain it, or if we need to relocate it — that would be great.

Menlo Park economic development manager Jim Cogan added:

I think their taking part in and supporting the general plan speaks to their interest in doing what the city and community wants. The exciting thing is, we have the ability to do something that’s radically different from any other campus of any other employer.

The company announced in late December that it would begin work on one of the buildings in the 59-acre, 10-building site at 300 Constitution Ave. in Menlo Park, Calif., its “third campus,” which it acquired from TE Connectivity last June, while formulating a “master plan” for the other nine buildings.

As for the Big Apple, The Real Deal reported that Facebook signed a lease to add 80,000 square feet to its existing offices at 770 Broadway, giving the social network the entire 15th floor — the building’s penthouse space — and bringing its total space in the building to 270,000 square feet.

Facebook officially introduced its New York space, designed by renowned architect Frank Gehry, last November.

Finally, in Singapore, The Business Times reported that Facebook is “in advanced stages of negotiations” to sign a lease for some 70,000 square feet in South Beach Tower, which would basically double its current space at 158 Cecil St.

The Business Times reported that construction on the 34-story South Beach Tower wrapped during the fourth quarter of 2014, and a temporary occupation permit must be secured from the Building and Construction Authority.

Readers: What do you think about all of this expansion?

Image courtesy of Shutterstock.

Article courtesy of SocialTimes Feed

April 2015
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