Archive Page 2
Clever campaign in Brazil by Ceva Polar beer, which is running a campaign to get people to socialise again by blocking cellphone signals with a special bottle cover.
Smart campaign by the London Fire Brigade, dubbed #fiftyshadesofred, to highlight the cost to taxpayers of having to rescue members of the public from embarrassing incidents involving people being stuck or trapped in objects like handcuffs and toilet seats.
Simple campaign by the Los Angeles galaxy to crowdsource the design of one of their jerseys. Amazed that no Premiership club has done this.
Paddy Power showed that they are the masters of publicity once more when they turned Farnborough FC into the greatest team of all time by getting all the players to change their name by deed poll to legends like Messi and Maradona.
We’ve all seen when things go wrong for brands on social media like when HMV workers took over the company’s official Twitter feed to vent their fury over being sacked. It begs the question whether organisations know who has access to their social media accounts and what policies they have in place for when key staff leave.
Here’s some tips in terms of a general approach companies should take, as well as specific advice for some of the main social networks.
For any social media account with a password, establish who exactly has access to it. If you work with an agency, you might not be aware of every staff member with access to the password. Passwords should be changed anytime anyone with access to it leaves your business; the same applies to agency staff. In terms of best practice, you should really change your password on a monthly basis and follow the usual security precautions when selecting a password.
Facebook is slightly different in that brand pages are managed by admins. There are a variety of levels for admins, each with different levels of access to the page, which I have outlined below. You should ensure different admins have the appropriate level of access and take care as to who has Manager privileges as they can delete other admins. In terms of passwords, as their admin ability is tied to their personal account, you should ensure that internal and agency staff follow the usual security precautions when selecting a password.
- Manager – Can manage admin roles, edit the page and add apps, create posts as the page, respond to and delete comments, send messages as the page, create ads and view insights
- Content creator – Can edit the page and add apps, create posts as the page, respond to and delete comments, send messages as the page, create ads and view insights
- Moderator – Can respond to and delete comments, send messages as the page, create ads and view insights
- Advertiser – Can create ads and view insights
- Insights Analyst – Can view insights
You should ensure that any contracted agency informs you when staff with admin access leave the business to ensure that they are removed as admins. Similarly, a process should be in place to remove internal staff as admins where necessary.
One of the key things to note is that a Twitter account is tied to a specific email address, so ensure that your company have access to it.
A challenge that people sometimes encounter with LinkedIn is establishing who has control over their company page. In order to find out, you need to currently work for the company and have an email address with the same url as the company homepage. If this is the case, you’re able to establish who the admin is from the Home tab on the company page and contact them to make you an administrator.
The media have finally realised that they cannot give their content away for free anymore. With the exception of the few organisations who have profitable online businesses or state funded media organisations, every outlet is investigating means of charging for content.
The paywall is the most popular solution, but the trade-off is a fall in online visitors and therefore a knock-on effect to digital advertising rates. In this regard, one of the most popular options is the metered paywall, whereby visitors can view a limited number of articles before having to pay for access. The Sun, who launched their paywall this week, has opted for a slightly different approach by offering subscribers extra content such as video of all Premier League goals, in addition to their regular content in a bid to entice signups.
World News Publishing Focus posted an article looking at other paywall options recently. One of which is a system that allows publishers to ask online visitors to watch an advertiser’s video in exchange for free access to their site. It’s not that innovative in that a number of sites preview articles with advertising, which the visitor has the option of skipping. YouTube has a similar ad scheme.
That said, in terms of a trade off there will always be a cohort who will willingly accept advertising if it means that they can access content for free. The challenge for media outlets will be to offer preview formats, which do not frustrate the visitor, resulting in them visiting other sites. Similarly the challenge for advertisers will be to engage the visitor in a limited timeframe. A potential spinoff of this model would be to offer a freemium version, whereby visitors who want to avoid advertising altogether may pay a subscription to avoid ads.
Another variation the Financial Times appear to be trialling is capturing user data in exchange for access to articles. By answering some survey questions the reader gets access to one story for free as the tweet below outlines.
FT's surveywall: To read one story for free, answer market research questions. Powered by Google. pic.twitter.com/j5qdLh4JwC
— Robert Andrews (@RobertAndrews) July 31, 2013
Personally I think most media outlets will be hard pushed to get consumers to pay for content online, unless it’s specialised like the FT. With publications like the Guardian and the Daily Mail offering free alternatives and taking a global approach, it will be hard for a lot of outlets to compete if access to their sites come at a price. Taking a look at different approach like giving content away in exchange for viewing advertising or capturing marketing data would appear to offer a compromise worth considering. They are not without their own risks, but in an age of austerity I think people are far more likely to barter than hand over cash.
Pat Kenny’s move to NewsTalk is probably going to be the Irish media story of the year. Personally I think it’s a good move for all parties involved.
From Pat Kenny’s perspective, he can cement his legacy as one of Ireland’s best current affairs broadcasters and also earn a healthy final paycheck if reports are to be believed. There may be some small challenges in terms of the commercial pressures at NewsTalk; in this context it will be interesting to contrast the production team available to Kenny at the two media outlets.
From NewsTalk’s perspective, it’s a huge win. There has already been reports of advertising agencies contacting NewsTalk about sponsoring the show when it starts in September. Kenny will no doubt bring an audience with him to the station and it’s a crucial timeslot in terms of maintaining listeners for the rest of the day. NewsTalk also can still look forward to Ivan Yates’ expected return to the station at the end of the year. There will be plenty of eager eyes looking at Kenny’s first set of JNLR figures. Obviously it leaves them with a problem of what to do with Tom Dunne. NewsTalk say he’s staying with them, but unless there is a departure looming that we are unaware of, it’s a serious blow for Dunne’s ambitions.
I also believe it’s good news for RTE also, particularly as the State broadcaster looks to manage its budget deficit. RTE looks responsible in terms of limiting its financial offer to Kenny, who came in for a lot of criticism for his salary. It also fires a shot across the bows for other staff who are in the process of renegotiating their contracts. His departure leaves them with a rescheduling headache, but it’s a good opportunity to reassess their current lineup and bring through young blood in other timeslots after the rejig. If RTE is smart they will put a female presenter in Kenny’s place, given the male dominance at other stations for the same timeslot.
Everyone is bombarded with sales pitches everyday, so it’s much harder to get your point across to your target audience. Daniel Pink has started to post a series of helpful videos about the art of pitching, offering helpful techniques like the question pitch which I’ve posted below. Well worth checking out if you’d like to feel more comfortable building convincing arguments.
Great video below about the science of persuasion based on the research of Dr. Robert Cialdini, Professor Emeritus of Psychology and Marketing, Arizona State University. The video has some helpful tips that every business should factor into its thinking in terms of how to communicate and sell to customers.
Some recent movement in the Irish media.
John Burke, Samantha McCaughren, Adrian Weckler and Richard Curran have all departed the Sunday Business Post recently. John has joined RTE, Samantha has joined the Sunday Times business desk, Adrian has joined the Irish Independent as technology correspondent and Richard has joined the Irish and Sunday Independent as business columnist.
Stephen Rae has been appointed as Editor in Chief of the Irish Independent, Sunday Independent and Evening Herald.
Kevin Myers has left the Irish Independent and joined the Sunday Times as a columnist.
Collette Browne has left the Irish Examiner and joined the Irish Independent as a columnist.
Gavan Reilly has left TheJournal.ie and joined Today FM as political correspondent.
Gareth O’Connor has joined Today FM as Head of News.
Richard Chambers has left the Today FM newsdesk and joined NewsTalk.
Louise Byrne has left the 98FM newsdesk and has joined RTE.
Norah Casey has stepped down from presenting the NewsTalk breakfast show. Due to the change of format on RTE’s Today Show, she will no longer present the Friday edition of the show when it returns in the Autumn.
John Collins is now the acting editor of the Irish Times health supplement.
Mark Paul has left the Sunday Times and has joined the Irish Times as business affairs correspondent.
Conor Keane has left his position as business editor in the Irish Examiner and has taken up a communications role with Irish Water.
Laurence Mackin is the new arts editor of the Irish Times, replacing Shane Hegarty following his book deal. Shane will still write his weekly column in the Weekend Review supplement.
I am left scratching my head every time a group of journalists receive a press release and immediately turn to Twitter to share the news, but do not link to an article on their employer’s website. In the rush to be the first person to share the news, they give up any chance on attempting to contribute to digital advertising revenues and also contribute to the trend whereby online media brands become diluted.
Twitter is a fantastic medium to source stories and interact with their audience. It is a prerequisite for some journalists to be on Twitter, in some cases even being required to tweet every fifteen minutes. It seems, however, that many journalists often forget what the ultimate objective of their content is – to attract readers to their employers’ site.
The recent Reuters Institute Digital News Report made for interesting reading. One aspect which caught my eye was that heavy news consumption via social media appears to be reducing brand recognition for online news outlets. Heavy social media users in the UK are more likely to agree that ‘they don’t notice which sites’ they are using (23%). You would therefore have to question whether some journalists are actually building their employers’ brand or Twitter’s?
This isn’t to say that Twitter is not one of the most exciting developments in terms of news distribution since Gutenberg’s printing press. Far from it. I am a huge advocate of social media and would say that my level of news consumption has increased due to Twitter. It also allows journalists to build meaningful relationships with their audience, source stories and develop a personal brand.
That said, however, media organisations should put more focus on how they incorporate Twitter into their overall digital strategy in order to ultimately increase their reach. I think a fantastic example of a traditional media organisation working in the digital era from an Irish perspective has to be how the Irish Independent managed the Anglo Tapes story. The print edition broke the news, they made their site the lynchpin of their audience engagement by including the audio of the tapes and drove the story on social media through their network of journalists. One observation I made on the broadcast interviews Irish Independent journalists conducted off the back of the news was that they put a heavy emphasis on ensuring they always mentioned the paper’s url in order to keeping driving people back to the site.
YouTube has opened up a whole new world for advertisers. Unfortunately for the public, this has led to countless hours of content to avoid on YouTube. Who hasn’t sat at their computer waiting with baited breath until they can press the Skip Ad button?
It’s rare that you come across an advert on YouTube that you’d actually watch. From a brand perspective, there’s only one question a marketer should be asking themselves – is this content worth sharing? If not, then it falls into the Skip Ad category.
One of the rare exceptions is this video from the Canadian tourism board embedded below, which I originally spotted as a pre-roll ad. It’s clearly a repurposed consumer video, which is one of the main reasons why it is so successful. It’s so natural, that I was almost surprised to see the call to action at the end of the video. Rather than feeling tricked, I was immediately interested to find out more. What better way to sell your country as a tourist destination than showcasing some of the fantastic sights other tourists have already experienced.
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- Some Clever Use Of Social Media By Corporates
- Making Paywalls Pay
- How Much Are You Investing In Content?
- Public Speaking Tip – How To Control Your Nerves
- The Future of Interactive Displays
- Media Movement in Ireland
- Some Thoughts On The News Business
- Stuff That Caught My Attention #24
- The Shift To Privacy
- Digital PR is Dead