Tag Archive | "night"

How to Build an Authentic Brand With a Remarkable Voice

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Businesses today have more ways than ever to connect with their customers. Traditional methods like radio and television are still effective, but now, they can reach out to potential customers in their own homes through channels including social media, email, video and SMS messaging.

And if you can do all these things, so can your competition. That makes standing out amid a sea of competition a little tough and stellar customer service a must.

Building a strong, distinct brand image–and a voice to go with it–is more important today than ever. At the same time, your brand is more vulnerable.

Finding the right tone

The difference between success and failure could well depend on how well you tailor your message to the right people. Almost every product has an identifiable primary target market, and those are the people you really need to focus on.

Whether we realize it or not, we tend to place more trust in people who are similar to us in some way. This extends to how we engage with marketing and on social media–we’re more likely to feel positively about a company talking our own language, run by people like us.

Consider the characteristics of those most likely to buy your product–the way they speak, the things they like–and try to fit that into the way you communicate. Millennials, for example, might prefer a youthful, conversational style, while older generations may appreciate a more formal, informative tone.

And don’t hesitate to check out how other companies in your industry are doing things. Competitor research is a perfectly valid business practice.

Keeping the circle small

Once you’ve defined your voice, you need to consider who’ll be doing the speaking. Will it be you, one of your employees, a dedicated social media and marketing manager, a hired freelancer, or whoever happens to be logged in?

The smaller the scale, the tighter the circle should be.

Big businesses have no choice but to employ a whole team to deal with social media; they receive so many tweets, comments, complaints or other interactions that it’s too much for one person to cope with. Too often, the resulting experience for the customer is impersonal, with real relationships difficult to establish.

Smaller companies have an opportunity to seize an advantage here by letting one person–or if necessary, a very small team–deal with everything.

An individual can more easily develop a consistent, easily relatable style in all of their communications. Furthermore, because they’re doing it all the time, they’ll get to know those interacting with them as people and have a better shot at enticing influencers and brand evangelists.

Choose the right person for the job

Making the right choice can define whether your social media and marketing presence is a success. It’s incredibly difficult to pretend to be youthful, serious, funny, cool or whatever else you’re trying to be. Marketers talk about authenticity and rarely define it. Authenticity is being exactly who you want your customers to think you are.

You can’t fake relevancy. You can’t fake caring. #getrealchat

— Pam Moore (@PamMktgNut) October 11, 2016

In the fast-paced world of social media, a business wanting to develop a very specific type of voice is better off giving the responsibility only to individuals who naturally interact in that way.

For example, if you’re aiming for an irreverent, playful, youthful style–like Innocent drinks–don’t ask your oldest, most serious employee to do it.

As the year gets older,
And the night starts darkening.
There’s only thing for it,
You guessed it, here’s #NightMarketing

— innocent drinks (@innocent) October 6, 2016

Similarly, if you’re aiming to have a more serious, information-centric social media presence, avoid giving the job to the workplace clown who can’t resist turning everything into a joke.

It’s very difficult to convincingly come across as something you’re not; more often, it just looks like you’re trying too hard.

Language shortcuts: Are emojis appropriate?

Emojis have come a long way since their “birth” in the 1990s, when they were more commonly known as smileys or emoticons. Originally used in chatrooms and text messaging as a language shortcut, emojis have found their way into the mainstream.

And it’s not just individuals using them; businesses are putting them out there, too.

Expressive little smiley faces have an infectious quality–they tell us how we’re supposed to respond to a piece of writing, and often we do as they say. Given that coaxing an emotional response from a potential customer is a key part of effective marketing, emojis could be gold dust.

If your target audience uses them and they suit your email, SMS and social strategy and posts, it’s well worth giving them a try.

But if your target audience doesn’t use them, or if you’re attempting to convey a more serious, informative message, emojis are best left out. You risk coming across as unprofessional or childish and doing more harm to your image than good.

Be consistent

Chances are your marketing strategy will extend across many channels. You’ll interact with your customers via SMS, social media, emails and on your own website. You may even speak to different types of customers via different media, and that’s where maintaining consistency can be tricky.

Keep different types of customers in mind while creating new content. You may have chatty Generation Z customers on Snapchat who like clever graphics, but if your email list is populated by investors, you’ll need to provide more serious news.

To sum it up, building a remarkable brand voice is simple: Be consistent, and always talk in the same language your audience uses.

Sherry Gray is a freelance content writer from Key West, Fla., currently suffering in the suburbs of Orlando. She is a science geek, a social media junkie and an unapologetic fan of all things bacon. Follow her on Twitter: @SheriSaid.

Image courtesy of Adobe Stock.

Article courtesy of SocialTimes

Facing legislation, Airbnb proposes new rules in New York

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The Paris Aquarium And Airbnb Organize A Contest To Offer Winners A Night Underwater With Sharks

SolarCity to offer Airbnb members up to $1,000 cash back on solar systems

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The Paris Aquarium And Airbnb Organize A Contest To Offer Winners A Night Underwater With Sharks

Obama wants to go to Mars, but will the next administration?

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President Barack Obama greets NASA Commercial Crew astronauts: Robert Behnken, Eric Boe, Douglas Hurley and Sunita Williams, NASA Administrator Charles Bolden, and NASA Deputy Administrator Dava Newman, in the Map Room before White House Astronomy Night on the South Lawn of the White House, Oct. 19, 2015. (Official White House Photo by Pete Souza)

Drake’s new short film “Please Forgive Me” arrives as an Apple Music exclusive

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Airbnb files $555M round with the SEC led by Google Capital and TCV

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The Paris Aquarium And Airbnb Organize A Contest To Offer Winners A Night Underwater With Sharks

New Twitter Apps Bring Premium Livestreamed Video to Apple TV, Amazon Fire TV, Xbox One

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Twitter Wednesday launched applications that will deliver premium livestreaming video to Apple TV, Amazon Fire TV and Xbox One devices.

Twitter accounts are not necessary to view the content—delivered in HD–and neither are subscriptions to cable or satellite TV services.

Premium content available via the apps will include 10 livestreamed Thursday Night Football games from the National Football League, starting with the New York Jets at the Buffalo Bills this Thursday.

Other fare will come from Major League Baseball Advanced Media, the National Basketball Association, Pac 12 Networks, Campus Insiders, Cheddar and Bloomberg News, as well as top tweets and videos from Vine and Periscope.

Twitter said the Apple TV version of the app (pictured) will allow users to view premium video content and tweeted video clips side-by-side.

The apps were released Wednesday, and Twitter provided the following details:

  • Apple TV: available globally via the App Store for fourth-generation devices.
  • Xbox One: Available in Australia, Brazil, Canada, Mexico, the U.K. and the U.S.
  • Amazon Fire TV and Fire TV Stick: Available in the U.K. and U.S.

Twitter chief financial officer Anthony Noto said in a release introducing the apps:

These devices will bring Twitter’s live streaming video experience to life on the TV screen. Twitter has always been a great complement to TV, and now fans can enjoy even more premium video with live tweets and the best content on Twitter right from their TVs. We’re excited to introduce this new experience to people without requiring a paywall or having to log in to Twitter.

Readers: What are your thoughts on Twitter’s new apps for Apple TV, Amazon Fire TV and Xbox One?


Article courtesy of SocialTimes

“Mr. Robot” is now a mobile game that’s played through a fake messaging app

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Screen Shot 2016-08-17 at 5.06.49 PM

Hearthstone Adventure ‘One Night in Karazhan’ Now Available

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Blizzard Entertainment updated Hearthstone: Heroes of Warcraft with a new Adventure: One Night in Karazhan.

The Adventure takes place during a party at Medivh’s tower, Karazhan, and it includes 45 new cards to collect. Users can complete the Adventure’s prologue mission for free to receive two new cards: Enchanted Raven and Firelands Portal.

Hearthstone One Night in Karazhan Cards

Players can purchase the entire Adventure for $19.99. The Adventure is split into four “wings,” with the first wing also being available to purchase on its own for $6.99 or 700 gold. The other three wings will be added to the game on a weekly basis going forward, and they will also be priced at $6.99 or 700 gold each.

Users who purchase the Adventure’s wings individually will have the option to purchase any unowned wings in “discounted bundles based on the number of individual wings [they’ve] already purchased.”

Finally, all players who purchase the complete Adventure during its first week of release will receive a special Karazhan-themed card back.

Hearthstone: Heroes of Warcraft is available to download for free on the iTunes App Store, Google Play and the Amazon Appstore.

Article courtesy of SocialTimes

NBCUniversal to Create Snapchat-Exclusive Short-Form TV Shows

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The NBCUniversal peacock will be showing off more and more of its content tail feathers via Snapchat.

The media company and the social networking application Monday announced an expansion of their partnership, under which short-form versions of several popular NBCUniversal television shows will be created exclusively for Snapchat.

The initiative will start Monday, Aug. 22, with The Voice on Snapchat, a five-part short-form series that will feature The Voice judges Miley Cyrus, Alicia Keys, Adam Levine and Blake Shelton reviewing user-submitted video clips and choosing one that will give its creator the opportunity to appear on the reality competition show’s next season, which starts Sept. 19.

Next up will be The Rundown from E! News, launching on Snapchat Sept. 8 and featuring content that will be exclusive to the app.

Other shows will be part of the deal, including NBC’s The Tonight Show Starring Jimmy Fallon and Saturday Night Live, as well as to-be-determined fare from NBCUniversal’s entertainment, news, sports and Hispanic properties.

Snapchat vice president of content Nick Bell said in a release announcing the expanded partnership:

Together with NBCUniversal, we believe there is a huge creative and commercial opportunity around mobile-first programming and are excited to bring these future formats to our community.

NBCUniversal executive vp of business development and digital distribution Ron Lamprecht added:

NBCUniversal is committed to tapping into its talent, resources and reach to be the leader in delivering mobile-first premium content. From entertainment to news and sports, NBCUniversal has an unparalleled lineup, and Snapchat is the perfect partner to help us reach millions of fans where they are every day.

Readers: What are your thoughts on this initiative?

Article courtesy of SocialTimes

October 2016
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