R8bn boost for rural internet access

first_imgThe two companies have signed an R8-billion (US$1.2-billion) deal that will see the roll-out of fast-paced broadband internet to communities in the Northern Cape, Limpopo and Mpumalanga provinces over the last quarter of 2012 and the first quarter of 2013. South African IT firm Mavoni Technologies is collaborating with international satellite company O3b Networks to make internet access possible for rural communities in the country. Chifiwa Makhwedzha from Nkowankowa in Limpopo said the initiative would be a great way to increase productivity in government departments. Mavoni CEO Tinyiko Valoyi said his company wants to focus on providing internet to underprivileged areas of South Africa to help develop them and improve the lives of people living there. Faster internet access Makhwedzha said he is also happy that schools will be getting internet as that should improve the quality of education. He said no contracts have yet been signed with any of the departments and municipalities, but they were looking to get them finalised towards the end of the year. 8 June 2011 First published by MediaClubSouthAfrica.com – get free high-resolution photos and professional feature articles from Brand South Africa’s media service. Valoyi said his firm is currently talking with various other provincial departments and municipalities which could also benefit from the initiative. “It’s really great news. Most communication is done via the internet these days and people in our areas, especially the young people, need to have good computer skills and a great knowledge of the internet in order to apply for work and be ready for the workplace.” Valoyi added that his company would focus on rolling out internet in schools and government institutions. The first province they would concentrate on would be the Northern Cape where they would provide internet access to an estimated 1 500 schools, which would benefit about 185 000 pupils. “I’m particularly glad about the schools being the first on the list to get connected. Teachers at schools will now be able to get educational material for the subjects they teach through the web. They can then use this material to educate themselves and also to teach the students.” Bandile Thusi, from Nonzwakazi township in the Northern Cape, said he was pleased to hear about plans to bring internet to schools in the province. Mavoni will also partner with the provincial government of Limpopo to bring internet connectivity to more than 500 schools there. These MEO satellites will provide faster internet access and clearer voice communications and video conferencing than standard communication satellites, as they will be four times closer to the earth. “This will help things work faster in some of the state departments here. At times, something that could have been done fairly quickly takes longer because of the communication channels. With internet, it will hopefully be quicker to get assistance at government departments.” “We are ready to advance,” said Nolwazi Zwane from Botleng township in Mpumalanga. “As a community, we are keen for ways to develop ourselves and see progress in our area. Having internet will help us stay connected with what is happening with the world around us, and help educate ourselves further.” According to the agreement, the companies will build a satellite-based global internet backbone with a constellation of eight medium-earth orbit (MEO) satellites. ‘Ready to advance’ “We decided to start with the Northern Cape as it is often a neglected area when it comes to connectivity. Limpopo and Mpumalanga are also high priorities. Traditionally, these have been areas where fibre networks have not been able to reach.”last_img read more

Playing a part to back the Boks

first_imgNMMU students showed their support in enthusiastic fashion. Kanyisa Jonono of the HIV preventionprogramme loveLife pledged his support for Play Your Part. Children at Charlo Primary showed thattheir blood is green.(Images: Emily van Rijswijck) MEDIA CONTACTS • Yusuf Jackson  SARU media manager  +27 82 739 7733 RELATED ARTICLES • Rugby World Cup – back the Boks • New drive to spark local sports frenzy • SAB wins big, greens Boks • Bright future for FNB stadium • The other rugby world cupEmily van RijswijckBrand South Africa paid Port Elizabeth a visit as part of its Play Your Part campaign, and to pledge its support for the Springboks ahead of the all-important Tri Nations clash against New Zealand.The campaign was launched in June, and asks ordinary South Africans to do whatever they can, no matter how big or how small, in making the country a better place to live in. The campaign will also throw the spotlight onto any initiatives which are already bearing fruit in this regard.The Boks clashed with arch rivals New Zealand on 20 August at the new Nelson Mandela Stadium, the first meeting of these two rugby giants in 41 years on Port Elizabeth soil. The home team won the game, beating the All Blacks 18-5.Despite a few early setbacks, the Springboks remain the only Tri Nations team – of themselves, Australia and New Zealand – that has never lost all of their games in the tournament.Their form has caused concern among fans ahead of the Rugby World Cup next month, but the Boks – two-time and current world champions – are determined to become the first team ever to successfully defend their world title three times.The Springboks’ schedule during the group stages of the tournament is as follows:Sunday 11 September, against Wales;Saturday 17 September, against Fiji;Thursday 22 September, against Namibia;Friday 30 September, against Samoa.The final takes place on Sunday 23 October.Saru has its own national Springbok supporters’ initiative – the Unite 2011 campaign, which features “Let’s Do It Again”, a specially commissioned anthem from award-winning local groups Freshlyground and Goldfish.National rugby prideWith less than two weeks until the Springboks depart for the 2011 Rugby World Cup in New Zealand, Brand South Africa is initiating a series of rugby-related activities to garner countrywide support for the team.First up was a visit to Charlo Primary School, in a suburb north of the city centre, where the Boks are clearly firm favourites, judging by the enthusiasm with which national coach Pieter de Villiers and his assistants Gary Gold and Dick Muir were greeted.Also present was Oregan Hoskins, South African Rugby Union (Saru) president, and Neela Hoosain, Brand South Africa trustee.After a short video presentation by Saru and a Q&A with Bokkie the Springbok mascot, children queued excitedly for autographs. Then the Springbok coaches gave a rugby clinic to a lucky few.Twelve-year-old Lubabalo Tsako was adamant that the Springboks would be victorious. “They can do it. I believe in them.”At the Nelson Mandela Metropolitan University, Brand South Africa asked students to pledge their support for the Play Your Part campaign.“They are signing a pledge to play their part to make South Africa great. Part of this means to support the Boks ahead of and during the Rugby World Cup,” confirmed Vuyo Veza, Brand South Africa representative.Blanket Mandilake and Ntombikayise Ngetu, two second-year IT students at the campus, gave a high-five in support of the Boks and said they were very sure the team will come home with all the glory.“We wish them all the success. We are 100% behind them,” said Mandilake. Kanyisa Jonono of the Love Life Campaign pledges his support for Play Your Partlast_img read more

NHBRC invests over R30 million to drive its transformation agenda

first_imgThe National Home Builders Registration Council (NHBRC) will be spending more than R 30 million in the new financial year starting on 1st of April 2017, as part of an effort to transform the home building industry.Addressing the NHBRC Transformation Charter launch, Deputy Minister of Human Settlements Ms Zou Kota-Fredericks,  said transformation and economic empowerment must be driven aggressively in the home building environment.“It is critical to note that the radical economic transformation programme is not a stand-alone programme as it has no special budget and should be an integral part of each and every department and all entities of government. It calls on all of us to revisit the Preferential Procurement Act so as to respond adequately to this issue.”The launch was hosted in partnership with the Department of Human Settlements (DHS) as part of the 2017 International Women’s Day celebrations.NHBRC Acting Chairperson of Council, Ms Julieka Bayat said one of the biggest challenges in achieving an effective transformation programme in the industry is the lack of adequate skills and we will be investing most of this money in the upskilling our most vulnerable groups: Women, Youth, People living with Disabilities and Military Veterans.“Women are particularly under-represented with respect to ownership, control and the management of companies involved in the housing value chain as well as in terms of technical skills.  Also, the high unemployment rate, especially of our youth has heightened the need for us to aggressively pursue transformation of the sector so as to create self-employment opportunities,” said Bayat.The NHBRC’s transformation charter seeks to address issues that relate to the advancement of equal economic opportunities in the human settlements value chain. The expectation is that participation of vulnerable groups will be optimised.“As the NHBRC we believe that our transformation charter will assist us in unlocking obstacles to and the effective participation by the identified groupings, it further asserts measureable goals for us to achieve on the road to a radically transformed home building industry” she said.We also wish to demonstrate our support towards government’s efforts of promoting social and economic transformation.For more information or to arrange an interview, please contact Molebogeng Taunyane on 011 317 0070/ 082 646 8663 or email molebot@nhbrc.org.zalast_img read more

Parrikar expected to hold Cabinet meeting on June 15

first_imgGoa Chief Minister Manohar Parrikar who is expected to return from the U.S. late on June 14 has summoned a Cabinet meeting on Friday.This was disclosed by a Cabinet Minister in the BJP-led coalition government on Wednesday requesting anonymity. The Minister said that they have been informed by the Chief Minister’s Office (CMO) on Wednesday that he would like to meet the Council of Ministers on Friday and requested them to remain in Goa.“The venue for the meeting with the Chief Minister has not been confirmed yet. But we have been informed by the CMO about the proposed meeting,” the Minister said. Mr. Parrikar (62) has been undergoing treatment in a New York hospital for more than three months. He was shifted to the U.S. in March this year, for specialised treatment.last_img

Stopping The Google AdWords Morphine Drip: How We Saved $183 Last Week

first_img Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack I have written a number of articles about the importance of being found in Google, especially for B2B marketing.  Though Google AdWords is a great way for businesses to start getting immediate results for search engine marketing — in the longer term, we think the optimal strategy is a balanced approach to PPC (pay-per-click) efforts like Google AdWords and SEO (Search Engine Optimization) efforts.  Too often, businesses get very used to the “morphine drip” of Google AdWords and forget that there are other ways to draw traffic from search engines.  It is widely believed by search marketing experts that more people click on the “unpaid” search results on the left in Google (vs. the AdWords on the right).  Question is, just how much more?  And, though everyone knows free is better, how much better?  Is it really worth all the time and effort to try and rank in the organic search results?Lets take a look at one small example within our own company.  We are now ranking for the term “internet marketing software”.  This is a good thing, because, as it turns out, that precisely describes what we do. HubSpot ranks #6 for this term in the unpaid/natural results.  This gave us 25 visitors last week  So, 25 people  searched on that phrase in Googlek, saw us in the results, and clicked through to our website.  This is not that much traffic, but even then, we would have had to pay Google $183 for this traffic because the average CPC (cost-per-click) is about $7.32 for that phrase.  So essentially, we’re saving over $700/month on just this phrase alone and getting lots of great qualified traffic to our site.  This is what gets us excited about SEO.  But, let’s look at some more data.Most people know that in order to actually be found in Google, you need to be on the first page of results.  But where on the first page, exactly?  Well, recently I looked at a variety of data from Enquior and Marketing Sherpa to compile some aggregate results on Google searches, specifically to see “where the action is” or where people looked and clicked.Here is an eye tracking image of the first page of Google showing what areas people looked at the most.  Red shows the areas where more people looked for longer periods of time, blue areas got less attention, and grey not much at all.  I discussed heat map images before in the article “3 Hot Marketing Tips from Heat Map Analysis”  But here I wanted to go a step further.  What I have done is overlayed some statistics on the heat map image to show where people click.Here are the key takeaways from the data and the images above:1) Organic results get 75%+ of the attention.  People don’t click on the ads nearly as much as the organic results.2) The first organic result gets over 25% of all clicks.  Within the organic results, the first result gets the most clicks by far – more than double the second result.3) Within the ads, the first ad also gets the most clicks.  But, since you pay per click for the ads, you should care less about volume and more about if the traffic will actually convert and what your cost per lead and cost per sale will be.4) There are a good number of clicks on all top 10 organic results.  Even the last result gets about 3% of people to click on it – this is about the same rate as the second pay per click ad, and unlike the ad, its free!Note: Google heat map images from Marketing Sherpa. Originally published Jul 26, 2007 12:22:00 PM, updated March 21 2013 Google Adslast_img read more

Finally! Google Updates PageRank: Here’s The Real Scoop From 139,000 Websites

first_img Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Originally published Oct 25, 2007 11:54:00 AM, updated March 21 2013 Google Updates If you’re involved in Internet Marketing, chances are, you have read the news about the recent updates Google has made to it’s Toolbar PageRank number (this is the publicly available PageRank number). Much of the current discussion has been the loss of PageRank by some high-profile sites in articles like “Digg Favorites Slapped by Google” and “Google changing the PageRank Algorithm?”  There has also been a fair amount of speculation as to the cause of this PageRank loss for these popular (and in many cases, highly regarded) websites.(For those of you who don’t know what Google PageRank is, check out The Importance of Google PageRank.)The most common speculation is that these sites lost PageRank because they were selling links, and that this is a “penalty” being imposed by Google rather than just a “normal” update of PageRank. I don’t have a strong opinion (yet) as to whether this was indeed the cause, but I do have some facts related to this recent news. As it turns out, we have access to the Google PageRank data for over 139,000 websites.  This data was collected via our free SEO tool called Website Grader.  Website Grader looks at a number of factors about a website as part of its evaluation — including Google PageRank.So, here are some of the insights drawn from this database. Disclaimer: The following was derived from some quick database queries and should be used for amusement purposes only. I’m not going to try and defend the points below. You don’t have to believe me.  Also, I’d suggest using some of the numbers shown as relative measures indicating trends — not absolute numbers you’d hang your hat on.What You Can Learn About PageRank From 139,000 Websites1) Contrary to what some believe, this recent update did not just reduce PageRank for some number of websites. There were sites that have increased in PageRank as a result of the recent update. A quick scan showed at least a handful of sites with PR5 or higher than rose to PR6 or higher. (As you would expect, there were also improvements in PageRank for a lot of lower ranked sites as well).2) Overall, the average PageRank (across all sites) seems to bounce around a little. If we ignore sites with PageRank 0, the average PageRank for the home page of websites submitted to Website Grader was around 4.59 in March 2007. This increased to about 4.77 in April 2007. Coincidentally, there was a Google PageRank update in that month. I always suspected that the April update was reasonably “liberal” in its allocation of PageRank, now the data seems to back it up. Note: Technically, PageRank is assigned to individual URLs (not websites). What we tracking is the PageRank of the home/default page of a website as that is what most people talk about as a measure of the overall weight of their website with search engines.3) Currently, the average PageRank is about 4.22 in October 2007  (it was 4.16 in September 2007). So, it would seem to me that there has been a drift downward in PageRank overall since the peak back in April.Dharmesh Shah contributed heavily to this article.  In fact, he might have even posted it himself if he were not locked in the basement writing code for HubSpot right now.  (To any law enforcement officials reading this, don’t worry, he is not being held captive against his will.  He has a big smile on his face and is working on “really cool stuff”.) Topics:last_img read more

5 Steps to Building an Email Re-engagement Campaign

first_img By removing the inactive ones and focusing on the active recipients, you will maintain a highly responsive list. That will enhance your familiarity with the list and let you perform more accurate testing. You might be surprised at how much more effective A/B split testing can get. Be ready for some interesting results! .  at Topics: 4. Perform More Accurate Testing Did you know that, on average, about 70-75% of your email list is inactive? I, too, jumped in surprise when hearing that from email marketing expert Per Caroe of 3. Purge the Dead Ones Photo credit:  Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Email Marketing Campaigns We don’t want this to happen. So here is how you can go about a complete re-engagement campaign: What types of emails can you send them? Surveys, birthday e-mails and special promos are among some of the most popular campaigns. Separate the subscribes who responded to your first email and follow up with one of your best offers that they have previously neglected. Don’t be limited by what other companies have already done. Think outside the box and make sure you track the results.   After you launch the re-engagement campaign, you will see that some recipients remain inactive. If the list is actually dead, save yourself some money and remove these emails. Purging data tends to scare marketers since managers like to see big numbers. Don’t make the same mistake by treating quantity as quality.   If the majority of your subscribers are not engaged, you should seriously consider launching a series of re-engagement campaigns. Now that mail clients are using engagement metrics to determine your reputation, improving the levels of activity is crucial not only for revenue growth but also for deliverability. As Tara Natanson of Constant Contactcenter_img , “focus on the first 90 days of messaging.” Make sure your first communication with new recipients is relevant and respectful, prompting them to take instant action and remain engaged. “Turns out the smartest investment lies in making your on-boarding process as strong as possible,” wrote Jeanniey. 5. Make On-boarding Process Stronger While reengagement campaigns can be effective in some situations, they can also be pretty time-consuming and expensive. In order to limit them, you should strengthen the on-boarding process of email subscribers. As Jeanniey Mullen 1. Wake Up the Zombies  Create a filter for the people who haven’t opened your emails in 9 months and build a campaign geared towards them. Ask them if they are still interested. Prompt them to make a decision. Force them to take action. By including a provocative subject line and a personal message, you might be able to pull them in emotionally and retain their attention. There is a high probability you will get them to act. 2. Types of Re-Engagement Campaigns Lyris MarketingSherpa’s recent Email Summit noted H4NUM4N wrote Originally published Feb 2, 2011 4:00:00 PM, updated October 20 2016 , “If people on your list aren’t engaging, then the ISP will think your messages aren’t important to your subscribers and may place them in a spam or trash folder.” Have you worked on any out-of-the-box re-engagement campaigns? Share them with us in the comments below.last_img read more

How to Painlessly Transition Your Company to Inbound Marketing

first_img Topics: Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Switching to Inbound Marketing We talk to people all the time that are totally sold on the inbound marketing methodology, but there’s just one thing standing in their way from becoming a full-fledged inbound marketer … they can’t convince their boss they can switch to inbound marketing without experiencing a painful blow to their current marketing.It makes sense — change is hard, and honestly, nobody is going to let you waltz in and, with the snap of your fingers, totally change the way your business and marketing department functions. If someone came up to you and said that the proper way to cut paper is by grinding your teeth on it because it results in higher levels of efficiency than traditional scissors, would you make the swap? Of course not. Even if it was true. (Note: it’s not.)That means if you’re really interested in transitioning your company to inbound marketing, it’s time get a little sneaky. It’s time to integrate your inbound marketing campaigns with your company’s more traditional marketing campaigns. Over time, you can not only prove the value of inbound marketing as your campaigns start to generate staggering ROI — numbers tend to do the convincing for you — but you’ll already have that gradual transition towards more inbound-friendly methods underway! So let’s start that transition to inbound marketing together, right now, step-by-step … here’s what to do.Merge Inbound Tactics with Outbound CampaignsMany marketers have already started fusing online and offline marketing techniques. According to Marketing Charts, 90% of marketers believe using online data to optimize the offline experience is important. Furthermore, 73% of company marketers say they will be using a cross-channel marketing strategy over the next few years.Clearly a large population of marketers are comfortable with weaving online marketing tactics with their traditional campaigns. So let’s start there. Kindly request to make inbound tactics a part of the outbound promotion. Here’s a few examples.Connect Your Commercials with a Social Media CampaignIf you work for an organization that uses commercials to advertise their business, ask if you can get social media in on the action just a little bit. Perhaps something small, like a hashtag? Just look at this screenshot from an Audi commercial, for example.This inclusion enables you to unify your online messaging with your advertising campaign, and gives you the opportunity to go to town with social content revolving around the hashtag. Use it in quotes, to start Twitter chats, when citing stats … anything that can help unify the messaging from your commercial and the content you’re publishing to social media.Attach a Landing Page to Your Print Advertisements and Direct MailYour print advertisements may get you noticed, it’s the call-to-action part that’s difficult. In other words, is there any way to get someone to actually take action when they’re inspired by your print ads? Well, when your team sits down to put together their next print ad, ask them for a little space for some copy that points readers to an online destination. This could be through a QR code like Gucci did below, or by simply including a URL.This allows you to create a customized landing page just for this advertisement — you know, something a little more personalized to the reader and the ad you created than just your homepage.Simulataneously Run Inbound Campaigns Alongside More Traditional CampaignsNow that you’ve started to integrate digital and print campaigns, ask if you can run a few additional “inboundy” campaigns of your own. Make this easier by promising you’ll still complete your routine tasks — these additional campaigns will be tests you’re running in addition to those. While this will require more of your time for a bit, it won’t require more of your budget, making it easier to sell your boss and colleagues on the subject. Here are some quick campaigns you can run to include in your ultimate portfolio for convincing your team.Repurpose Existing Content to Create Some Lead Generation OffersIf you’ve been in business for a while — even just a year or two — you’ve likely accumulated a bunch of content and expertise without even knowing it. And if you want to do a test drive of an inbound marketing campaign, you’re going to need that content and expertise. Gather your current sales and marketing collateral — case studies, testimonials, brochures, whatever you got — and start reworking it to spin it into offer content that you can put behind a form, and/or share across social media channels.Set Up CTAs and Landing PagesSee if your boss would be alright with you making some website tweaks. You’re not going to redesign the skin or anything, but you could improve upon what’s already there … and make some key new additions.First, create a call-to-action that lives right on the homepage. It’s easy, you can even make them in PowerPoint! That CTA should lead to a new landing page that houses one of those awesome new lead generation offers you just created. Make sure you consider what type of offer visitors to your home page might be interested in — if the bulk of your traffic is coming in on branded keywords, for example, something a little further down your sales funnel, like a case study or product-focused whitepaper, might be most appropriate. When your sales team starts to see people “raising their hand” to talk about purchasing your product or service, you can bet they’ll want to try more of that inbound marketing stuff.Create Visual Social Media ContentPut on your creative hat and think of a cool new idea for increasing engagement on your social media channels. Can you create a series of memes around a common industry fad? Can you create a few visual representations of important stats and data in your field? You don’t need Photoshop to do this, either. Just head over to memegenerator.net or use PowerPoint to whip up some visuals that can be easily shared, helping you generate more fans and followers and increase your overall social reach.Create and Share Your Blog Content StrategicallyStart writing posts on your company blog — and if you don’t have one, set one up! But be strategic. You can’t just write a post and hope the world stumbles upon it. Instead, start sharing that post with advocates of your brand or others who would find it valuable. And yes, that includes your social media fans and followers. You also need to make sure search engines can find it by writing about topics germane to your company and industry. It would also help to start writing guest blog posts for other related sites so you can get some of those coveted inbound links that help your site rise in the search engine rankings!Collect and Compare MetricsNow that you’ve got some campaigns up and running, you can start collecting metrics that speak to their effectiveness. Collect every metric humanly possible. Generate reports that show you the number of times your hashtags were mentioned on Twitter. Look at your website analytics to see how many users were sent to your customized landing pages or landed on your website because of your blog posts. See which keywords drove the most traffic to your website. You know, see what didn’t work, what did work, and what really, really worked. These metrics will show impact you can tie directly to business goals like generating revenue and closing new business.Then it’s time to organize all your results into a clear, succinct, and educational presentation so you can prove the ROI of inbound marketing to your team. And when you use data based off of recent campaigns — data that you can tie directly to leads and customers generated — you don’t have that difficult of a case to make!What tactics have you used to convince your boss and colleagues to invest in inbound marketing?Image Credit: IT Tech News Originally published Oct 8, 2012 9:00:00 AM, updated July 28 2017last_img read more

Fact or Fiction? The Truth Behind 9 Embarrassing Global Expansion Blunders

first_img Originally published Jul 16, 2013 8:00:00 AM, updated February 01 2017 There are many complex decisions to be made when planning your company’s expansion into new countries. No culture is alike, and each country has a language and customs unique to itself. Ergo, you would think that culture and language research would be top of the agenda for every company planning to penetrate new markets.Over the years, however, we have seen and heard some stories emerge on various websites and blogs about some brands’ lack of research in the areas of culture and language. But we could never be 100% sure if they were legit or not — some seemed too awful or hilarious to be true. So in this blog post, we thought it’d be fun to revisit those alleged blunders, and try to get to the bottom of the legends. Let’s play a little game of True or False, shall we?1) CoorsThe Story: This rocky mountain ice cold beer company decided to cool down their Spanish market. However, the translator for Coors must have been product testing that day and their slogan “Turn It Loose,” when translated, became “Suffer From Diarrhea.” Not really something I would elect to do on a Friday evening after work. True or False? FALSE.There are reports that Coors used the phrase suéltalo con Coors which translates, literally, to “let it go loose with Coors”; there are other reports that they used the phrase suéltate con Coors, which literally translates to “set yourself free with Coors.” However, according to David Wilton, author of Word Myths: Debunking Linguistic Urban Legends, Coors never actually ran an ad campaign featuring any of these slogans.2) Dairy AssociationThe Story: When expanding into Mexico, the Dairy Association’s hugely successful “Got Milk” campaign was not so well received. Translated, the slogan became “Are You Lactating?” I have a feeling that slogan didn’t resonate with as wide of an audience as the Dairy Association was hoping. True or False?FALSE.According to Jeff Manning, executive director of the California Milk Processor Board, this was discovered and resolved in the market research phase. Phew.3) ElectroluxThe Story: Getting a country’s official language correct is one thing, but don’t forget to research the colloquialisms of the culture, as well. Take this Scandinavian vacuum company as an example. They thought their slogan, “Nothing Sucks Like an Electrolux,” was very clever given the powerful suction of their Electrolux vacuum cleaner. However, when they launched in America, it wasn’t quite clear whether Electrolux was being promoted — or in fact dissed — by a competitor. True or False?TRUE.According to Wikipedia, in the 1960s Electrolux successfully marketed vacuums in the United Kingdom with this slogan. It was later used in the United States, but the informal U.S. meaning of the word was actually already known in the UK. So, this was a bit of a marketing gamble, in hopes the edgy slogan would help them gain some attention in their international expansion. 4) PepsiThe Story: Here’s a good Halloween marketing campaign from Pepsi — only it wasn’t a Halloween campaign, and was very offensive to the Chinese market they were trying to crack. Instead of promoting their famous slogan “Come alive with Pepsi generation,” they marketed themselves by accidently saying “Pepsi brings your ancestors back from the dead.” Pepsi packs a powerful punch, but probably not that powerful. True or False?UNCONFIRMED.Pepsi has neither confirmed nor denied this claim. Let’s move on to their competitor, then …5) Coca-ColaThe Story: One of the most famous blunders comes from the most widely known brand name in the world. When Coca-Cola was entering the Chinese market, the drink was pronounced “Ke-kou-ke-la” which, depending on dialect, meant “bite the wax tadpole” or “female horse stuffed with wax.” True or False?FALSE.According to myth-debunking-site Snopes.com, store owners making their own signs made the blunder because they used their own dialect and characters, which in other regions translated to bite the wax tadpole, etc. Coke actually researched 40,000 Chinese characters and found a close phonetic equivalent, “ko-kou-ko-le,” which can be loosely translated as “happiness in the mouth.” 6) ClairolThe Story: The German market was in for quite a shock when hair care company Clairol arrived on the scene with their “Mist Stick” curling iron. Why? “Mist” in German translates as “Manure.” Yikes. I know they say mud is good for the skin but I’m not sure anyone could sell manure for the hair. True or False?FALSE.It looks like this story has been mixed up with that of a Rolls Royce Silver Mist story. Clairol, you’re off the hook!7) Parker PensThe Story: Parker Pens had a fun time explaining themselves after bringing their product to Spain … and promptly ensuring people it wouldn’t get them pregnant. Their slogan (which leaves a lot to be desired in the first place) went from “It won’t leak in your pocket and embarrass you” to “It won’t leak in your pocket and make you pregnant.” I should certainly hope not. True or False?TRUE.Or at least according to the examples in the book Brand Failures.8) Powergen ItaliaThe Story: Even something as simple as a website address can go horribly wrong. Take Powergen Italia, for example. They’re an Italian company who was expanding into English-speaking countries, and decided to go with the most obvious website address — without thinking about how it would read for their English-speaking customers. Visit www.powergenitalia.com to learn more. Just kidding. They nixed that URL pretty promptly. True or False?TRUE.This is true according to several sources, including Ananova, although it’s important to understand that this blunder didn’t come from the Italian division of energy giant Powergen, but the marketing folks at Powergen Italia, an Italian maker of battery chargers. The website now switches you over to the more aptly named for English-speakers, www.batterychargerpowergen.it.9) GerberThe Story: Everybody knows the cute little Gerber baby that features on the front of all of their baby food products — so sweet! However, when they entered the African market they failed to research product packaging norms. Had they done that, they would have discovered that products mostly feature images of the contents inside the packaging. Therefore, a jar with a cute little baby on the front didn’t do so well. True or False?FALSE.According to Snopes.com, this is an urban legend — which was both surprising and frightening to some HubSpotters that had heard this story when they were taking university-level PR classes. Yikes.How some of these blunders got past the execs at these companies is unclear, but clearly it is possible to make catastrophic mistakes, even if you’re a global leader like many of these brands. Allow yourself some time to properly roll out your global expansion plans, pulling in cultural and language experts along the way.For more tips on setting yourself up for success, download the Marketer’s Guide to European Expansion. Although we can’t help with translation, we do cover essential topics like how to decide which markets will be a good fit, how to achieve a multilingual website, and SEO tips from expert Aleyda Solis.Image credits: Sarebear:), lonelycamera, Blixt A., eblaser, tcwmatt, Omer Wazir, Tavallai, AnxiousNut, thejbird Marketing Case Studies Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Topics:last_img read more

Facebook Cracks Down on News Feed Spam From Brand Pages

first_img Originally published Apr 11, 2014 10:27:00 AM, updated February 01 2017 Topics: We all hate spam. (The web version — not the canned good. I’ll let you speak for yourself on the latter.) Well, Facebook couldn’t agree more. Yesterday, Facebook announced it would be cracking down on spammy stories in the News Feed — particularly those from brand pages that purposely try to game the News Feed to generate more exposure.Here’s what you should know about what Facebook is doing — and how your own Facebook Business Page could be affected. What Spammy Content Is Facebook Cracking Down On?Good question. Facebook reports it will be targeting three primary categories of spammy content …1) Like-BaitIf you’re unfamiliar with the concept of “like-baiting,” it’s when a user posts something with the sole purpose of getting others to Like, comment on, or share it. It’s a way of gaming Facebook’s News Feed algorithm to generate more distribution and, thus, exposure for their brand.Because users are more apt to respond to posts that directly request action — in marketing, we call these “calls-to-action” 😉 — and Facebook’s algorithm rewards posts that generate more engagement, like-baiting is a tricky way for brands to get featured in the News Feed more often and seen by more users. Sneaky, right? Here’s an example of a post Facebook would consider to be purely like-bait:Because Facebook indicates that users consider like-bait stories to be 15% less relevant than other stories with similar levels of engagement — and lead to much less desirable Facebook experience because they prevent other higher quality stories from getting featured — Facebook reports it will be making improvements to better detect and prevent these types of stories from getting surfaced in the News Feed.2) “Frequently Circulated Content” “Frequently circulated content” is not content that gets shared organically by users (which is exactly what you want!). Rather, what Facebook is referring to here is content uploaded by brands over and over … and over … again. Sounds annoying right? Yeah — Facebook users find the practice annoying, too, which is why they usually end up reporting the brand pages that are guilty of this practice to Facebook. As a result, Facebook indicates it will improve the News Feed by de-emphasizing these particular pages. In fact, some initial testing has shown that the change has caused Facebook users to hide 10% fewer stories from pages overall. Good stuff!3) Spammy LinksLast but not least, the oldest trick in the book: misleading links. You know — the type that fool users into thinking they’ll be clicking through to one thing, but actually direct them to something else. For instance, if I were to post a story that read, “Check out my new photo album of cute and cuddly kittens!” but actually sent you to a web page littered (hehe — get it?) with ads, you’d be pretty ticked off at me, right? Facebook is better detecting these types of spammy links by tracking how often Facebook users who click a link end up Liking or sharing the original post with their friends. As a result, they’re reducing cases of spammy links in the News Feed, which has already led to a 5% increase in users clicking on links that take them away from Facebook — indicating that users are finding content in their News Feeds to be much more trustworthy. Win!How Will This Affect Your Facebook Business Page?If you haven’t been employing these sneaky snake Facebook tactics, you have nothing to worry about. In fact, this is all great news for all you honorable Facebook Page admins out there. You’ll likely enjoy better exposure in the News Feed as pages that do partake in these spammy practices get buried deeper and deeper.In response to like-bait in particular, Facebook reassures brands that “this update will not impact pages that are genuinely trying to encourage discussion among their fans, and focuses initially on pages that frequently post explicitly asking for Likes, comments and shares.” In other words, keep wearing your white hats, and you’ll be fine, folks. Facebook News Feed Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlacklast_img read more