Skin color provides a “handy tool for teaching evolution,” says a anthropologist at Penn State. PhysOrg reported that professor Nina Jablonski believes “The mechanism of evolution can be completely understood from skin color.” She proposes using the easily-observed trait in humans to teach evolution to students. “People are really socially aware of skin color, intensely self-conscious about it,” she told the American Association for the Advancement of Science. “The nice thing about skin color is that we can teach the principles of evolution using an example on our own bodies and relieve a lot of social stress about personal skin color at the same time.” PhysOrg did not elaborate on how evolutionary theory would relieve stress about skin color.It is typical of Darwinists to try to prove their theory with simple examples of horizontal variation that are not controversial, then extrapolate the examples to say brains evolved from a primordial soup. Perhaps professor Jablonski should take note of the fact that young-earth creationist Ken Ham uses Scripture and science to explain the human races (actually, just variations on the single human race) from a Biblical viewpoint (see AiG), and also shows the disastrous history of racial politics in of Darwinian thought (AiG).(Visited 7 times, 1 visits today)FacebookTwitterPinterestSave分享0
View comments Sir Andrew Murray is NOT amused with your casual sexism! #wimbledon pic.twitter.com/a6pTpHCFSr— Jamie (@_JamieMac_) July 12, 2017 “Male player,” says Murray.“Yes, first male player, that’s for sure,” the reporter responds, though Murray is far from amused.FEATURED STORIESSPORTSSEA Games: Biñan football stadium stands out in preparedness, completionSPORTSPrivate companies step in to help SEA Games hostingSPORTSWin or don’t eat: the Philippines’ poverty-driven, world-beating pool stars Ethel Booba on hotel’s clarification that ‘kikiam’ is ‘chicken sausage’: ‘Kung di pa pansinin, baka isipin nila ok lang’ LATEST STORIES China furious as Trump signs bills in support of Hong Kong LeBron-invested pizza place becomes fastest growing chain in US Robredo: True leaders perform well despite having ‘uninspiring’ boss PLAY LIST 02:49Robredo: True leaders perform well despite having ‘uninspiring’ boss02:42PH underwater hockey team aims to make waves in SEA Games01:44Philippines marks anniversary of massacre with calls for justice01:19Fire erupts in Barangay Tatalon in Quezon City01:07Trump talks impeachment while meeting NCAA athletes02:49World-class track facilities installed at NCC for SEA Games Hotel says PH coach apologized for ‘kikiam for breakfast’ claim This is not Murray’s first time to interject a reporter for an oversight, and probably not his last either. In the 2016 Olympics, he corrected BBC reporter John Inverdale who congratulated him for being the first to win two gold medals in tennis.“Venus [Williams] and Serena [Williams] have won four each,” he said.My favorite genre is Murray doing this to reporters pic.twitter.com/CKs8HS0Fn7— Ashley (@ashcech) July 12, 2017While his chance of winning this year’s Wimbledon is gone, the Glasgow-born athlete is still ace in other aspects. Niña V. Guno/JBRELATED STORIES:Murray refuses to blame injury for Wimbledon heartbreakMurray at world number one — how Twitter reacted MOST READ Don’t miss out on the latest news and information. Lacson: SEA Games fund put in foundation like ‘Napoles case’ El Nido residents told to vacate beach homes Pagasa: Kammuri now a typhoon, may enter PAR by weekend Sports Related Videospowered by AdSparcRead Next Mom Judy Murray approves:That’s my boy. ❤️ https://t.co/ldZUQ2wbZj— judy murray (@JudyMurray) July 12, 2017Despite the lack of recognition of their achievements, American female tennis players outperform American men in world rankings. In general, women in professional sports still receive less media coverage than their male counterparts.ADVERTISEMENT Britain’s Andy Murray celebrates after winning a point against Argentina’s Juan Martin Del Potro during their tennis match at the Roland Garros 2017 French Open on June 3, 2017 in Paris. / AFP PHOTO / FRANCOIS XAVIER MARITWhen top-ranked Brit Andy Murray faced reporters after losing to American Sam Querrey in the Wimbledon quarterfinals, he still had his priorities straight.The reporter starts, “Sam is the first U.S. player to reach a major semi-final since 2009…”ADVERTISEMENT LOOK: Jane De Leon meets fellow ‘Darna’ Marian Rivera Another vape smoker nabbed in Lucena
Topics: I’ve been getting this question more and more lately, as Twitter becomes more and more mainstream and the business benefits of Twitter are more and more talked about.First, a word of caution. When engaging in any social media, you want to do so authentically – it will involve a fair amount of your participation, both give and take. Your first step once you join Twitter should probably not be to go follow 1,000 people. First of all, you very possibly might not be able to due to recent limits set by Twitter. This act seems kind of spammy, and that’s the last thing you want to do in social media. You should aim to let your community grow organically. That said, there are a few things you can do to get started.The first thing you absolutely have to do once you sign up for a Twitter account (though you can do this before signing up for Twitter, but you won’t be able to do much beyond this), is start monitoring who and what people are saying about your company. Go to Search.Twitter or Tweetscan (it may be worth it to use both, or even additional Twitter search engines, as they don’t all pick up on everything) and search for your company name, your executives’ names, perhaps your competitors’ names. You’ll see all the recent tweets that mention that name or phrase. What’s also great about these services is you can subscribe by RSS to this thread so you’ll be able to keep tabs on new posts about your company. When someone does talk about your company – respond, favorite the tweet perhaps if it’s favorable, and start following the person.A very close second most important thing to do once you’re on Twitter is to actually engage in the Twitter community. If you want people to follow you, you need to give them a reason to. Post interesting tweets, respond to others (see first point above). As noted in my word of caution, you want to be an authentic participant in the community. One of the wonderful things about Twitter is that you have to opt-in to receive someone’s updates (follow them). So, you need to think of ways to warrant a follow. I’ve been pretty impressed with Whole Foods in this regard. I started following them, though I’m no Whole Foods nut, because of their interesting tweets like “TOTD” (tweet of the day), and interesting food-related tweets like plugging food festivals across the country.Those are really the two most important things you can do on Twitter. But, if you’re still interested in ramping up your Twitter following, here are a few additional ideas:Go back to Search.Twitter and search on more general phrases that relate to the audience you’re trying to reach. Subscribe to those updates and respond/follow as appropriate.Check out the directories, like Twellow. Twellow is a directory of Twitter users categorized by industry or interest. There are a few other cool services, like Twubble and Twits Like Me. ReadWriteWeb posted a great article on these services here.Follow those who follow you. People like to feel like you’re listening to them and that they’re engaging in a two-way conversation with you. A follow-back is a great way to set that environment.Check out who your followers are following. They are likely interested in similar topics, and are a natural extenstion to your existing network.One more thought to consider before you get going: Will you be setting up a company Twitter account or will various employees have personal Twitter accounts (or both)? At HubSpot, we recently launched our company Twitter account @hubspot that a few of us monitor and update. There are also a bunch of us who have our own personal accounts, including our CEO, CSA, VP Marketing, and lots of others from across the company, including myself of course. The question is which brand you are building up – your corporate brand, or your personal brand (which in turn contributes to the company brand as well). I like the mix of both, though a lot of marketers may not have the bandwith to support more than one Twitter account. Either way, the first thing you must do after reading this post is to reserve your company’s name on Twitter before someone else does.If you want to see some companies out there who are doing a great job on Twitter, check out Zappos or Whole Foods. If you want to see a full list of companies on Twitter, check out the new Social Brand Index (and it wouldn’t hurt to get listed there, too, while you’re at it).Have you had any luck building a following for your company on Twitter? Do you have any additional techniques that worked for you? What have you learned from other companies on Twitter – good and bad approaches? Leave a comment and let’s discuss. Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Social Media Originally published Aug 18, 2008 9:15:00 AM, updated October 29 2019
Good Twitter Handles: Use this type of handle if you would like people to remember the industry in which you work. This way people will always associate you with your specialty, and it’s a good baseline to develop thought leadership. 2) A name followed by random numbers (Joanne123) What’s in a Name? Topics: Unless there is a reason for the specific numbers, this type of handle looks juvenile by conjuring the old AOL chat room days. Many people do it because the name they want to use is already taken. However, it gives the appearance that you aren’t putting enough thought into your username to think of something unique. —and you do not plan to make a company Twitter account—this is a great way to represent you and your company at the same time. “How to Use Twitter for Business” 3) A combination of your name and your industry (MarketingJane) , to learn more important tips for optimizing your company’s social media presence! Twitter 2) A combination of your name and your company (CompanyJane) your company on Twitter Twitter Profile Check out our ebook, We believe the first step in optimizing Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack 1) Something completely random (TigerMan) This is a lost branding opportunity for you and your company and could spark confusion. It’s also unprofessional and looks like you’re hiding your identity. Bad Twitter Handles: Your 3) A handle that uses an underscore (PR_Max) Twitter for business Making your Twitter handle as close to your name as possible will make it easier for people to recognize you at a conference or event. It also treats your name like a brand. every time you tweet, you promote brand awareness for your name. handle is incredibly important. It’s true; you can change it later if you need to. But why not start best-foot-forward and be truly thoughtful when selecting the Twitter handle that will represent you or your business? Originally published Jan 12, 2009 8:54:00 AM, updated October 20 2016 starts at the very beginning: setting up your account. Joining Twitter is fun and exciting, but take the time to fully complete your account before you start using it. By ensuring everything is well set up, you will ultimately get the best results. Using an underscore won’t hurt you, but be aware that it generally is never done. Use at risk of seeming unaware of the “social norms.” 1) Your full name or a variation of your full name (JamesDean or JDean) If you will be the only person representing
What do you think: (a) Is Madison Avenue going to grow over the next few years, (b) is it going to stay flat-ish, (c) is it going to shrink slightly, or (d) is it going to crater? Vote below in the comments section. The whole business model of their industry is still centered around the “30-second (TV) spot.” It sounds like they traditionally had made their money as a percentage of their clients spend on advertising, but that most of them had moved to a retainer type model that is closer to how law firms and consulting firms charge. while the Madison Avenue-ish firms were trying to hold onto the traditional marketing models. transformation of marketing If you are an ad agency, a PR firm or a marketing services firm and think that the “Times Are A Changin,'” I’d encourage you to check out the marketing services transformation webinar. Last night I had a fascinating dinner hosted by the Massachusetts Interactive Technology Exchange that featured Google’s VP of Platforms, a bunch of senior executives from Madison Avenue-ish firms, a senior marketing exec from a Fortune 500 company, a marketing analyst and myself. The conversation was really rich and enjoyable. I felt like it ended up being HubSpot and Google arguing for the complete They were all exceptionally charismatic and convincing — Don Draper in the flesh. I could see how these modern day Mad Men built huge businesses for themselves. Regardless of what happens to their industry, their ability to sell will serve them well. Originally published Feb 18, 2010 9:33:00 AM, updated July 11 2013 I said that I thought the bright spot for Madison Avenue is that despite what many people say, I think creativity is more important than ever. Back in 1970, if a 30-second spot came on the air, you basically had to watch it no matter how bad it was because you only had five crappy stations (a couple more with rabbit ear manipulation), no clicker, no cable, no DVR, no Hulu, etc. In 2010, the content you create needs to be fantastic in order to get watched, get linked to, get shared on social media sites, etc. I think the creativity bar today is an order of magnitude higher than it was 40 years ago. Madison Ave has the talent to create remarkable content that will break through the clutter and this will serve them well through what I think will be a very rough decade. – 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 was a little overshadowed on the charisma meter, but I made a couple of points that I didn’t think were half bad: I don’t know a lot of Madison Avenue bigwigs, so I learned a bunch of things that I’ll share with you below. I’m hoping to create a dialog around what folks think the future of Madison Avenue looks like. Learn how HubSpot’s software, methodology and special programs for agencies and freelance marketing contractors can help you grow your business. There is a massive amount of consolidation going on in the industry by the big boys, but the valuations they pay are small multiples of EBITDA. It struck me as odd that the big boys haven’t been more aggressive in buying some recurring revenue companies like Eloqua, Reachlocal, QuinStreet, etc. One exception seems to be WPP, who has done some small investments in some really early (risky) startups — not sure why Sir Martin doesn’t swing a bit harder on getting recurring software revenue as it could give him a major competitive advantage. These recurring revenue streams would smooth out the revenue/people lumps and dramatically improve their valuations. on our Company News Blog about our new marketing services transformation programs or download the slides from our I sat next to a great woman from one of the more forward looking Madison Ave-ish firms and part of her job was to manage her firm’s relationship with a major Fortune 100 client. For this account alone, she had 80 people on her staff working on it. From this conversation, I now understand why it is such a big deal when they lose a big account! It would be hard as hell to backfill those 80 people on a new account as it is really unlikely they are going to bag an elephant of that size around the same time as losing one, and it’s also going to be hard to spread 80 billable people around to other accounts in the meantime. I suspect this type of situation must create major anxiety for managers and workers alike. @bhalligan Download the slides and audio from our webinar Download the audio and slides from our webinar where we relaunched the HubSpot partner program with significantly more benefits for marketing agencies. Webinar: Learn about the Benefits of Partnering with HubSpot I said that I thought Madison Avenue firms were going to have to dramatically change their business model. In order to do so, they are going to have to dramatically shrink and then grow again. My perspective is that they ought to do it willingly and proactively — rather than die by a thousand cuts like the newspaper executives are doing. Joey Parson For the most part, they all seemed to be in different states of denial about the demise of the 30-second spot. They used clever lines like the only way the car companies are going to “move steel tonnage in volume” is by mass TV ad purchases. Some convincing stats were spouted that sounded counter to everything I’d been reading, but they were relatively convincing. To me, the denial feels like the newspaper industry denial 3 or 4 years ago, but I may be dead wrong about that. announcement I made today Photo Credit:
Keyword analytics 4. Monitor Conversions Got 30 minutes? . Got 30 minutes? forms lead generation best practices will allow you to review which channels are the most effective at driving website engagement. Review a line graph of organic search, social media, email marketing, campaign-specific, direct, and total traffic over at least two weeks. Any surprising trends? Review referral traffic by individual URLs — any surprising referral pages? Are your blog posts generating traffic from quality inbound links? Take notes of the sticky content, and incorporate more of those topics into your content calendar. Got 30 minutes? Make sure to also consider seasonality if that is applicable for your business by examining year over year data. 2. Track Sources sources report Review a HUGS 2011 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack and join their Birds of a Feather roundtable discussion, “Using Analytics Tools for Business Growth.” 3. Analyze Keywords lead G Most business owners and marketing managers are too busy to dive into Got 30 minutes? keyword grader Marketing Analytics Write down goals for each traffic source and at least one step to reduce costs for each source. Also review your lead nurturing campaign(s) to jot down failed experiments or new content ideas to introduce. A The conversion rate metric allows you to gauge the efficiency of your website’s performance. All the traffic in the world won’t help your business grow if your website isn’t able to turn visitors into business leads. It is important to note that every page of your website should offer opportunities for users to convert. In your review, jot down two pages with the lowest conversion rate. Examine those pages for any missed conversion opportunities. There are many different ways to optimize your pages for lead generation. For tips, review these Take a look at the inbound links driving traffic to your website to see if there are any cross-linking opportunities to build authority for your site with search engines. Be sure to add long-tail variations of top converting keywords to further refine your niche keyword opportunities. 5. Measure ROI For a deeper investigation, review traffic on a line graph against your conversion rates and sales trends. Do you regularly review your marketing analytics to check the performance of your marketing? What other metrics do you track? is a top-line metric of website engagement that measures the amount of users visiting your site. Why is reviewing traffic important? Without sustained amounts of traffic to a website, regardless of industry, businesses will have incredibly low visibility online. Use your favorite analytics platform to review trends in website traffic over two weeks or more. Do the peaks in traffic from marketing campaigns or new blog posts match what you’ve done in the past? Were there holidays or other external factors influencing the traffic? Jot down a couple of notes about potential reasons for the trending up or down when compared to weeks past. Topics: . Be sure you have a compelling “hook” for users to fill out the form as well! . LyntonWeb helps companies grow with creative inbound marketing and technology solutions. Visit them at generation every day. However, it is important to keep a pulse on how your online marketing programs are performing so you can adjust them as needed. The following is a recommendation for a 10-minute, 5-point inspection to use weekly or bi-weekly in order to keep current on your latest metrics. website analytics principles ot 30 minutes? basic Break down your ROI by traffic source. Any surprises? can be digested in many different ways. The most beneficial to your business in a quick-hit analysis is analyzing lead conversions by keyword. While traffic by keyword will show you which keywords are popular, lead conversions by keyword will show you which topics are bringing in qualified visitors. Do the keywords accurately portray your business’ products and services to drive leads? Your top converting keywords are invaluable to guide your website content, advertising buys, and even how you sell your products/services. Also look for keywords with low conversions. Usually these are opportunities to drive more leads. Add more of these keyword-focused topics to your content calendar. Review your website’s two worst converting forms against these for Traffic LyntonWeb to access your site rank on the search engines compared to competitors for popular keywords. As a best practice, always leave your analyses with takeaways and action items. Having these will encourage you to continue to reviewing your analytics regularly. Prioritize analytics for 10-minute weekly or bi-weekly reviews. Capture all your notes and high level metrics in an easy spreadsheet to keep history and share with your team. Photo credit: LIBECK 1. Check Online Traffic Originally published Sep 12, 2011 5:01:00 PM, updated October 20 2016 This is a guest blog post by Samantha Schultz, an online marketing specialist and project manager at tool Finally, tie it all back to ROI. Take the sum of what you’re spending and divide by what you are generating in returns (sales) from the website. There may be other key performance indicators marketing managers can use for an online program, however. Perhaps you’re working against cost-per-lead. Has this changed over time as you’ve grown or taken on lower cost initiatives, like search engine optimization and email marketing? Jot down two ways to reduce overall cost to the program and/or get more leads to balance out the equation.
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:
Originally published Nov 25, 2013 4:00:00 PM, updated February 01 2017 Twitter Marketing 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: What’s the difference between a healthy tweet and a sick tweet? Simply put: Healthy tweets live longer. How long, you ask? Well, the jury’s still out on that. Some reports say 48 hours, while others say 18 minutes. Either way, we marketers are always striving for those healthy tweets — ones that reach out to our followers and get them engaged with our brand.But with 9,100 tweets scrolling by every second, we have to do everything we can to get our tweets noticed. There’s a lot of outside factors that influence the lifespan of a tweet — numbers of followers, time of day you’re tweeting, etc. — but to make sure your tweets are as impactful as possible, you have to have a game plan.So, here are five strategies you can employ on Twitter to give your tweets the best chance to be healthy and get noticed by your followers. 1) Optimize your tweets for retweets.One of the best things about marketing on Twitter is that it gives you a built-in mechanism for extending the lifespan of your tweet: the retweet.When someone retweets your tweet, it means they found the content valuable enough to share with their own followers, thus extending the lifetime of your tweet. It’s a great way to pass along content to your followers that you didn’t create yourself or to show support to a fellow business or colleague.Get started by: Checking out the free tool RetweetLab.com. Powered by HubSpot, the tool allows you to analyze any Twitter account to get the data you need to make sure your tweets are retweetable. The tool was created by Dan Zarrella, who wrote The Science of Retweets and has spent years analyzing data to bring us best practices for social media marketing. (One quick tip: Always cap your tweets at around 115 characters for optimal retweet-ability.)2) Schedule your tweets in advance.Twitter is a great platform for on-the-fly updates, but when you’re using Twitter as part of your overall social media strategy, you’ll want to schedule tweets in advance that complement other aspects of your marketing. This will help keep your tweets healthy because you’ll have time to optimize them.That’s not to say you can’t post Twitter updates while at a big conference or event. But what if you’re the sole social media marketer for your company and you’re at the event? It’s good to have a few tweets cued up for backup that still support your other marketing efforts.Get started by: Setting aside 10 minutes a week to schedule tweets in advance. Friday might even be the best day to do this, so you know when you get in to work on Monday, you have your social media content all planned out for the week. This leaves you room to practice newsjacking for anything that’s relevant to your industry or capitalize on a marketing campaign that’s doing really well by adding in a few extra tweets mid-week.(HubSpot customers: We just made a fantastic planning spreadsheet so you can bulk upload tweets with ease.)3) Include a link in all of your organic tweets.Unless you’ve got a Twitter update that shakes the entire world, adding a link to your tweets is great way to keep it healthy. It brings even more content to your tweet while staying within the confines of Twitter’s character limits. It also gives people something valuable to pass on to their followers beyond your commentary on the link. Providing valuable information to your followers is the best way to get noticed.Get started by: Taking a link and coming up with multiple ways to promote it. We recently posted this article and suggest promoting one link in five different ways by using the title of the page, a quote, one takeaway you discovered, one statistic, and a sentence of commentary. Not a bad exercise to do, especially when tweets with links are 86% more likely to be retweeted.4) Get more Twitter followers.There’s no magic number when it comes to Twitter followers. But the more followers you have, the more likely it is that someone will see your update and engage with you. For example, if Justin Bieber were to retweet you, it’s possible your tweets would be seen by millions (maybe even tens of millions). But unless you’re a megastar, you’ll have to settle for getting followers the old-fashioned way.Get started by: Engaging with others in your industry on Twitter. You can search Twitter for relevant hashtags, or industry terms, to help you find other people or companies that are like you. You can even create lists of these folks so you can easily monitor their Twitter updates and see who else they’re engaging with. Connect with them by retweeting them or asking them questions about content they’ve shared. But don’t resort to getting new followers by tricks or bots — that’s just not proper social media etiquette.5) Use a hashtag in your tweets.Hashtags are commonly used in tweets to give those scanning through some quick context about the subject of the update. You may not say the word “social media” in your update, but adding #socialmedia to your tweet will catch the eyes of those interested in the subject. Also, hashtags are a great way to search for tweets – so your tweets should be optimized for search as well.Get started by: Having a handy list of 7-10 hashtags that you can always use in your tweets. Setting up the list early takes the guesswork out when your tweeting on the go or scheduling tweets for the week. You should use these hashtags when sharing your own organic content and especially when you’re curating content to make it easy for your followers to understand the relevance of your retweet.Along with these five strategies to keep your tweet healthy, don’t forget to make sure you’ve put some thought into the copy, too. Crafting your update to include an attention-grabbing title, or colorful commentary, will go a long way in making sure your tweets get noticed by your followers. Be interesting, be authentic, and most importantly, keep the “social” in social media by being human.What other strategies do you have for making sure your tweets last as long as possible? Let us know in the comments!
Originally published Dec 20, 2013 2:00:00 PM, updated February 01 2017 This post originally appeared on Inbound Ecommerce, a new section of Inbound Hub. Subscribe here to read more content like this from Inbound Ecommerce.With your marketing dollars driving traffic to your ecommerce site this holiday season, you may think you can sit back and watch all the new customers roll in.Early estimates suggest $82 billion will be spent this year for online purchases alone. With so much money funneling toward ecommerce, losing money seems impossible. If, however, you’re determined to experience a loss this season, here’s how to do it.Guaranteed Ways To Lose MoneyForget PersonalizationPour money into a website that doesn’t capture customer information through cookies or registration forms. If your only goal is to get customers to your site for the holiday season, there’s no reason to follow up with them anyway, right? Who cares about personalization when those customers will only see your site once?Everyone who’s going to buy is going to buy on their first visit, so there’s no need to make the experience grow more valuable over time.On With the SpamCreate broad, follow-up email messages to send to any customers who managed to leave their email addresses.Without capturing any information on your site, you won’t know what your customers purchased anyway, so how could you possibly segment the emails and send out targeted messages … right?More Customers, Less SatisfactionPut plenty of money into PPC ads but never mind about retargeted ads. If you’re only worried about getting people to your site the first time (and 73% of ecommerce conversions come from first-time visitors, so you can bet you’re not alone), a retargeted ad won’t be much help. Don’t Dare to Be DifferentFocus more on driving customers to your page than on providing your unique value proposition.There may be plenty of competitors out there selling the same thing you’re selling, but you don’t need to convince buyers that your company is better at service and quality, as long as you’ve got more visitors coming along later.Give It AwayPay no attention to the cost of your offers. By giving free shipping for every customer who makes a purchase, you’ll sell more than any of your competitors.Buyers are more likely to abandon a shopping cart if the price of shipping is too high, so you should simply eliminate shipping costs for customers altogether, regardless of how much you’ll pay in the end.Set Them FreeIf a potential customer abandons their shopping cart, just let them go. If they come back to you, it was meant to be. At least, that’s how over 80% of the top 1,000 companies feel. If this mentality is good enough for them, it’s good enough for you, too.Contact Forms Protect Your PrivacyDon’t worry about providing contact information on your website. If people want to get in touch with you, they can just fill out another contact form. After all, if they’re trying to get in touch with you, it probably means they have a complaint, and complaints often mean returns and refunds.With this plan in place, you’ll be well on your way to logging a 9% loss. Never mind the fact that 99% of first-time visitors don’t plan to buy anything anyway. Those who do make a purchase cost you so much money just getting them there that you have no way to recover the loss.The above was all written with tongue firmly in cheek — but that doesn’t mean it’s untrue. By focusing all your attention on traffic and first-time sales, you could actually lose money.Without customer retention, it’s easy to see how you could lose money this holiday season — even with $82 billion spent for online purchases. So what can you do to see revenue growth?Now Let’s Make MoneyThe key to turning a profit with your ecommerce site is customer retention. Getting that first sale is great, but you want to develop and foster a great customer relationship.As you can see from the chart below, repeat customers average higher orders and cost nothing for acquisition. You do, however, need to focus your attention on a few things to make sure those customers want to return for future purchases.Keep Your PromisesWhen convincing those buyers to make their purchases from your ecommerce site, you likely made plenty of promises. You better deliver a quality product as quickly as you can, without any hidden fees or tricks. Be Available Whether it’s by email, social media, instant chat, or phone, make yourself available to all customers. Your customer service at this time is more important than any of the tactics you used to get those customers to your site in the first place.Give Buyers a VoiceReach out after the sale to ask for reviews. Those reviews can help in more ways than one. You give your buyers a voice when you allow them to share their experiences on your site, which makes them feel important. They will appreciate that chance to tell others about their experience.You’ll also have that social proof that first-time visitors look for when visiting your site. As an added bonus, reviews and testimonials help your SEO by directing buyers to your site for information instead of a third-party site.Go After Abandoned CartsYou don’t have to be like 80% of the companies out there. If you send out those emails, 72% of those who return to make a purchase will do so within the first 12 hours. Within two weeks, 100% of those who return with the intention of making a purchase will do so. That means you still have time to recover those buyers before the big day.Be RelevantYour email campaigns should include only relevant material. Show your first-time customers that you’ll be responsible with the information they shared when making their purchase.Segmentation of your contact lists is the only way to make sure buyers are getting emails that appeal to them instead of broad topics that will be counted as spam.Show ThanksMost of all, thank your buyers for the sale. You may be surprised at how far genuine appreciation can go.Why is all this customer service so important? Because repeat customers are the only way you’ll make money off this holiday season. We all want to see big numbers for holiday spending this season, but if you’re not recovering your investment into customer acquisition, those numbers will mean nothing for your company’s success.What are your thoughts on these tips to capitalize this holiday season? Got any tips of your own? Share ’em in the comments below! Ecommerce Marketing 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:
If recent marketing news has made one thing clear, it’s this: Mobile is non-negotiable.A growing number of us are using mobile as our primary device for accessing the internet — over a quarter of us interact with our smartphones more than any other object, or human being, for that matter. And content, in kind, has to fit that format, whether we’re consuming it or discovering it for the first time.Brands are starting to respond to that. Just last week, for instance, Google announced that non-mobile friendly pages will be ranking even lower next year.Apps will be especially impacted most by this increasingly widespread mobile use. The push notifications we receive on our devices will play a vital role in the information we come across, and if we choose to consume it.Many of us are already receiving information that way. In 2015, the average opt-in rate for push notifications was 49.8%. But those messages have to be optimized — otherwise, brands risk being ignored or forgotten.Why is that, exactly, and how can it be avoided? Read on to discover the types of push notifications your users actually want to receive — and how each one will benefit both of you.Master the fundamentals of mobile marketing using this free guide.7 Types of Push Notifications Your Users Actually Want1) The ones that are encouraging — not shaming.Once upon a time, I had an activity-tracking bracelet. It was connected by Bluetooth to my phone, where I could use an app to log workouts and meals.One day, when I hadn’t worked out for a while as a result of having the flu, I received a push notification from the app.“You haven’t been your active self lately,” it said. “Log a workout now.”I can’t be the only one who would feel a little bit judged by a message like that, even if it was automated. I mean, was this app serious? I had the flu! No wonder health and fitness app have the lowest opt-in rate for push notifications — they shame their users.That doesn’t have to be the case — nor is it, for every health and fitness app out there. There are some, like 12 Minute Athlete, that let users schedule their own workout reminders. (And if you’re sick, you don’t have to schedule any.) Then, when it does come time for your workout, you get a notification that encourages you, instead of making you feel guilty.Source: 12 Minute AthleteMost health and fitness apps are traditionally created with a somewhat shared goal: To help their users get better at doing something. And one of the most ineffective ways of doing that? Feeling bad about not doing it. In fact, research has shown that it’s self-compassion and forgiveness that make us correct negative behaviors — not guilt.Consider giving your users the option of taking a break. That can be applied to a variety of app categories: Health and fitness, dating, or online shopping. Let them determine how long they want that hiatus to be — and feel free you set your own parameters for how long that can actually go on. Then, send a push notification to ask them if they’re ready to come back. That will remind them to launch the app, keeping them engaged after they’ve stepped away.2) The ones that make life a little easier.I’m one of those people who has to put everything in my calendar. But the one thing I never seem to remember scheduling is an online check-in for my flights.That’s why I absolutely love it when airline apps remind me to check in 24 hours in advance — and maybe that’s one reason why travel and transportation apps have the highest push notification opt-in rate.Many airlines notify passengers to check in via email, but let’s face it — with text messages outweighing email as the preferred method of communication by 23%, chances are that we’re looking at these quick notifications more than we’re checking our email.JetBlue is one airline that does this particularly well. Like clockwork, I always receive a friendly little note on my screen — “Hey there. It’s time to check in for your flight” — exactly 24 hours before I’m scheduled to take off. It’s one less thing that I have to remember to do and, therefore, these particular notifications are adding value for me.Ask yourself that question before you write copy for a push notification: How can we frame this in a way that creates value for the user? You’ll be glad you did — users who opt-in to push messages average three times more app launches than those who opt out.3) The ones that know where its users are — in a non-creepy way.When Localytics asked mobile users which type of push notifications they preferred the most, 34% responded with “a special offer based on my location” — the third most popular kind.And why not? If you’re already out, you might as well treat yourself with that special discount, right?Take this notification from Neoshop. It’s personalized on two levels — it includes the user’s first name, and it lets him know that there’s a shop location nearby where he can use some of the credits he’s accumulated.Source: Business 2 CommunityKnowing where your users are and responding in kind accomplishes two things: First, it lets them know that you’re paying attention. You’re not watching them in a Big-Brother-ish way — you’re looking out for them, and for opportunities around them.Second, offering them something special based on that information can make your brand relatable — like a friend texting to say, “I’m in your neighborhood. Wanna get coffee?”That’s another way to add value for your user. Instead of asking them to go out of their way to engage with you, you’re creating an opportunity when it’s convenient to them. That makes it easy for someone to find a reason to launch your app — and to remember that they have unused rewards.4) The ones that get people excited about something.There are also occasions when you might not be where you want to be — like a warm beach in the middle of winter, for example. And, there are times when a push notification can help you get there — like with a cheap airfare alert.Kayak, a travel search site, allows its users to set their own notification criteria — based on destination, date, or popular places to travel — and receive an alert when the price for any of those trips drops below a point of their choosing.Source: ArkeneaThere are few things that thrill me more than a good deal on airfare. And when it’s Kayak who lets me know about that deal, I associate that brand with my excitement.And that makes sense — “a special offer based on my preferences” was the #1 preferred type of push notification in 2015. The reward is twofold: Not only are your users receiving information that’s perceived as a great deal, but it’s the result of something they were able to dictate. There’s a return on their investment in your app — and they got to call the shots on what that return would look like.There are several verticals that could stand to benefit from this strategy. It’s the positive association I mentioned before that really stands out — just as it is with location-based alerts, these notifications send the message that your brand is looking out for its users. It’s as if the app is saying, “I know you mentioned that you were looking for one of these, so I picked it up for you.”It’s thoughtful, right? And since 52% of us prefer gifts that are truly considerate in that way, it seems fitting that we would respond well to brands that behave accordingly.So think about what’s really going to excite your users. Let your audience determine what they deem rewarding by letting them customize preferences. When you plan your push notifications, having that information will help craft the message that your app is going out of its way to benefit its users. 5) The ones that alert people to what matters to them.It might seem like we’re a bit overwhelmed with bad news these days — so much, in fact, that WNYC put together a Breaking News Consumer’s Handbook. As much as we like to stay informed, we also like the opportunity to tune some things out.But what about the rest of what’s happening in the world — the stuff that we want to stay in the loop for? At risk of sounding cliché: There’s an app for that.The Oregon Public Broadcasting app set a great example for how push notifications can be used for this kind of content distribution and promotion. “We’re not singularly a breaking news app,” said OPB’s Marketing Director, Paul Loofburrow, “but if there’s a public service announcement, we want to share that.”Instead, the app uses push notifications to alert listeners to live broadcasts, encouraging them to tune in. And it works — after sending these alerts, OPB saw a 483% increase in users listening to a specific radio broadcast.Source: Urban AirshipMedium, an online publishing platform, uses push notifications in a similar way. Users can receive an instant alert when someone they follow publishes a new post — and can decide if they want to Medium to select the top five posts of this kind, instead of receiving a notification every time something new is published. And if they want, users can also opt to receive notifications for stories that Medium recommends, based on their reading history. Mobile Apps Topics: Originally published Sep 5, 2016 8:00:00 AM, updated October 29 2019 Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Breaking News is another app that has quite a few content customization features. It lets users decide what they want brought to their attention, and when they want to hear about it. There’s an option to disable notifications for “major stories,” as well as a way to set “quiet time,” when no news alerts will be sent.Source: Breaking NewsBut here’s where the real value comes in — the features that allow users to pick the topics they want to know about.Source: Breaking NewsThat level of personalization is a tremendous asset to your audience. In fact, users are three times more likely to respond to a notification that directly affects them, as opposed to an alert that might have been sent to everybody.Depending on what sort of information is shared by your app, a best practice could be to let users pick and choose what they want to know about. And, instead of only giving them the chance to turn off notifications completely, let them choose a time of day when they don’t want to be disturbed.6) The ones that help people pick up where they left off.You’ve walked into a room with an intention. But then, something distracts you. The phone rings, someone’s shouting your name for your attention, and by the time that distraction has passed, you’ve forgotten why you walked into that room in the first place.That scenario often plays out when we’re using apps. Let’s say I’m using a grocery delivery app to place an order, when someone sends me a text message. If leave the app to respond, I’m probably going to forget what I was doing before that message came in, and neglect to finish my order. That’s no surprise, since studies now reveal that we have a shorter attention span than most goldfish — largely due to smartphone use.But Instacart is one app that helps me remember to finish a task. If I abandon my shopping cart without checking out, for example, it sends me this friendly reminder:How convenient! Not only do I now remember that I need to order my groceries, but I don’t have to wait that long for them to be delivered, either.This example goes back to the idea of making life easier for your users. But in this case, instead of being reminded of a specific, salient event — like a trip or flight somewhere — the app is helping me stay on top of my day-to-day tasks and responsibilities.When you design your push notifications, keep two things in mind:How busy are your users?Is this alert going to help them, or just distract and disrupt them?Answering those questions will help you prioritize the alerts you want to send to your users, and limit the amount of overload they perceive from your app.7) The ones that keep people posted.Perhaps you’ve heard about the “hangry” phenomenon — an adjective that Dictionary.com defines as “irritable as a result of feeling hungry.”When you combine the cultural pervasiveness of hangriness with the fact that more and more of us are ordering meals online (by 2020, it’s predicted that mobile ordering will be a $38 billion industry), the outcome is as follows: We really, really want to know when our food will arrive.That’s why it’s smart for what Business Insider calls “aggregators” — platforms like GrubHub and Eat24 that allow users to order online from dozens of different outlets — to incorporate a live delivery update feature, to let us know when our food is on its way.Source: LocalyticsSource: AllThingsDIt’s important to note that we’re becoming a species of instant gratification — 43% of us think it’s unacceptable to take more than 10 minutes to respond to a text message, for example. And whether we like that direction or not, it’s important for businesses to adapt, especially in the mobile sector.If your app requires your users to wait for something, ask yourself:Am I making my users wait longer than they want or should have to?Am I keeping my users posted about what they’re waiting for?Am I updating my users to the point that I’m becoming disruptive?Do my users have a way to reach me if they need more information after I update them?Those last two points stress the importance of striking the right balance with push notifications. Share just enough information so that your users aren’t left completely in the dark while they’re waiting. And if they need more details, make sure there’s an easy way for them to get in touch with you.Ready to start notifying?There are a few tools out there that can help you create and implement push notifications. A few of our favorites:Aimtell: Aimtell is a push notification platform for re-engaging desktop and mobile visitors with hyper-targeted notifications. It allows users to send tailored notifications to website visitors with highly personalized content.Amazon Web Services: Among Amazon’s many developer tools is its SNS Mobile Push Notifications feature. Like other platforms of its kind, this feature allows notifications to be sent individually (to one person at a time), or to multiple users at once.OneSignal: OneSignal is a notification service that’s used by several apps that need to provide real-time updates to their users — think Uber (“where’s my ride?”). It also allows A/B testing, so that marketers can send two different messages to samples of user groups and see which one performs better.When it comes to creating push notifications, there’s an unspoken golden rule: Alert others as you would like to be alerted.These notifications are absolutely crucial to your mobile marketing strategy — users that enable them are 171% more engaged with the app than those who don’t. But choose them wisely.When in doubt, we find it’s helpful to use a checklist. So make sure your push notifications meet these basic criteria:They aren’t redundant or disruptive to your users.They keep your users informed of the things they want to know.They’re thoughtful — they keep an eye out and make life a little more convenient for users, without seeming overbearing or clingy.They encourage users — and don’t shame them.How do you use push notifications? Share it with us in the comments.