Guidance: Public health commissioning in the NHS: 2020 to 2021

first_imgThis exchange of letters sets out agreed arrangements in the ongoing context of COVID-19.The NHS public health functions agreement sets out the arrangements under which the Secretary of State delegates responsibility to NHS England for certain public health services (known as Section 7A services).The services currently commissioned in this way are: national immunisation programmes national population screening programmes child health information services (CHIS) public health services for adults and children in secure and detained settings in England sexual assault services (sexual assault referral centres)last_img

Plea for masks, gloves as anxious French health workers face virus

first_imgTopics : “We feel like we are going to the front, a little like we are infantry,” said a nurse from the Edouard-Herriot hospital in Lyon, requesting anonymity, who said there was a lack of screening for even the healthcare workers most likely to be exposed. “We are told that we are heroes but we are firstly professionals and above all we want to be protected.”   Mustapha Soussi, doctor in charge of emergencies at the hospital in La Mure in the Hautes-Alpes region, said one practitioner had threatened not to come into work.  “Staff are worried about the lack of masks, we fear possible infection because we are in the front line,” he said.  Fearful health workers across France sounded an alarm Monday over a lack of protective gear as hospitals, with hundreds of coronavirus patients in critical care, braced for an onslaught of new cases.With more than 5,000 people officially recorded as infected in the country and some 400 in serious condition, France is scrambling to slow the spread of COVID-19 by implementing travel restrictions, closing non-essential retail businesses and limiting people’s movements.But there are fears that hospitals could become overwhelmed.  ‘Who will go in our place?’Also on Monday, the country’s National Order of Nurses called for emergency measures to provide protective equipment like masks, eye protectors and gloves to a wide range of health workers, including doctors, pharmacists, nurses, dentists, physiotherapists and midwives.”Health professionals must not become vectors of contamination,” it said in a statement.The nursing group also called for special measures, like shared childcare arrangements, to help boost the nursing workforce. Even with protective equipment, some health workers said they were fearful of the virus. Amarylis, a 39-year-old emergency nurse at the hospital in the southeastern city of Valence said she had just discovered that a 90-year-old patient she had been in contact with over the weekend had tested positive. In her department a colleague has already contracted the disease. Amarylis worries about how to protect her family and has decided not to see her children for 15 days as a precaution. But her fears are not enough to dissuade her from going to work. “If we don’t go, who will go in our place?”   Eva Defix, a 36-years-old emergency nurse at the Puy-en-Velay hospital in southern France, said she was “a little afraid” because the best countermeasure against the new coronavirus is isolation. “We bathe in it permanently, 12 hours in a row,” said the mother of two daughters, three and six. “That inevitably generates anxiety.”Her husband is looking after the children, although she says shared childcare at the hospital and at schools is being offered. Which is good because she expects to work overtime.    Bianca Fazi, an emergency doctor at Ajaccio hospital in Corsica and member of the French island’s executive health council, said emergency doctors are likely to be the least afraid, even though they know the risks. “I’m pretty fatalistic,” she said, but she added that the health system would likely have to carry the strain for a prolonged period. “The epidemic promises to be long.” Concerns over masks, hand sanitizer and gloves were particularly acute among community health providers. “We have zero equipment,” said Kaouther ben Amor, a home nurse in the Mediterranean port city of Marseille and a mother of a little girl. She and her colleagues provide in-home care to some 30 patients.   “I had to beg for masks at the pharmacy,” she said, adding that she was able to buy only 10.  She shared them with a colleague who could not get any because the pharmacies are out of stock and now has to wear the same mask for her entire working day, from 5:30am to midday, and then 3pm to 8pm.   “We are afraid for our patients, for us,” she told AFP. “We are crying out for help because we lack resources.” “But of course, we continue to treat our patients because it is crucial for them — we must take care of them!”Luc Lavaud, a general practitioner in Saint-Georges-de-Mons in the central Puy-de-Dome region said he planned to provide masks and hand sanitizer for anyone arriving at his office with a cough. But he said the plan would only work for so long. “I have 50 masks left. And after that?”last_img read more

Four takeaways from the MLBPA’s actually reasonable plan for the 2020 MLB season

first_imgThe MLBPA’s counterproposal to start the 2020 MLB season is slightly convoluted, a bit farfetched and is a single Vin Diesel appearance away from being the plot of a “Fast and Furious” movie — but hey, at least they’re trying.On Sunday, ESPN’s Jeff Passan reported that the MLB Players Association submitted its counteroffer to MLB to get a season under way. It seems pretty reasonable, current circumstances aside: a 114-game regular season stretching into October, players owning the right to opt out at any time, and playoff expansion that seems more like a bargaining chip for future labor talks. Let’s make it clear: MLB will almost absolutely reject the proposal, because that’s how negotiations go, and if Passan’s report means anything, it could open the door for more reasonable requests from the side of ownership.Here are some of the more important takeaways from the proposal:That’s a lot of gamesLike, a lot of games. In MLBPA’s proposal, 114 games would be scheduled to play between June 30 and Oct. 31, which sounds like something of a logistical nightmare, considering they’d have 123 days to get in those 114 games. Recently, MLB proposed an 82-game season that featured a pretty preposterous sliding scale for the players.While there’s normally about 18 scheduled off days during an MLB season, questions like rain outs, travel and more all have to come into play with the MLBPA proposal. Obviously, extending the season into October allows for some of that to account for a more reasonable year, and logistically plausible at that. MLB should be satisfied that players want to and are seemingly willing to play much more than 82 games, but it seems like playoffs are a must-have in this situation, and it’s something that isn’t entirely explored in Passan’s report.Playoff expansion? Playoff expansion.This seems like something thrown in there to appease ownership and TV networks for future negotiations — reminder that the CBA is set to expire following the 2021 season, folks — so it’s an interesting tactic to use here.Personally, I find nothing wrong with the current state of the MLB postseason. The addition of the second wild card has added an urgency and importance to winning a division in the last months of the season, even if the possibility of a 98-win team losing out to an 85-win team is “unfair.” Sure, baseball isn’t built on a single game but series, so the hate for the wild card is understood.Soliloquy aside, the idea of playoff expansion for the next two seasons seems like a bargaining chip not just now, but for the future, when MLB was already talking about potentially expanding the playoffs. It’s a bold strategy, Cotton. Players have right to opt outThis might be the most interesting bit of the whole shebang. The MLBPA’s proposal states that players have the right to “opt out on the season,” so if no one wants to play, they won’t have to. That said, how do teams go about filling rosters? Is there a deadline on when players can opt out? Players deemed “high-risk” in regard to the coronavirus would still be allowed to collect their salary, while those who don’t want to play out of fear of COVID-19 contraction won’t. With a June 30 proposed start date on the season, that means players would have to be in or out right now, like Matt Damon in “Ocean’s 11.” Teams would have to figure out a way to get those roster spots filled in the immediate, which means minor-leaguers would have to get into the fold and quickly.And what happens if, let’s say, a Clayton Kershaw or Mike Trout decides not to play? How do teams approach salary, service time and free agency? Again, there are many, many details that have to be hammered out and fast. But it’s a good way for players to take care of other players in the immediate and not pressure anyone unwilling to play into taking the field.Minimal concessions on payThe players don’t want to lose money, as the owners say they are. The financials seem to be the only thing keeping MLB and the MLBPA so far apart on discussions, and the players, who are within their right to fight for as much money as they can get, still don’t seem very willing to compromise on that. The 114-game season, playoff expansion and the Home Run Derby or All-Star Game during the offseason all speak to that idea, so it’s pretty good on the players to try and figure out more ways to give a little bit more while keeping their finances intact. The MLBPA is also asking for an $100 million cash advance on salary, further alleviating a bit of the salary burden from owners.So, really, the pressure is back on the owners. Do they continue to cry poor and point to their bleeding cash flow, or do they turn around and counter with someone more reasonable than expecting the game’s highest stars to take massive paycuts?The clock is ticking.last_img read more

Freeholders To Rethink ‘Sanctuary City’ Resolution

first_imgDuring the meeting, county administrator Terri O’Connor said the resolution had been put forth by Scharfenberger, but he said in a later interview that it had come in response to a resident raising the issue at a meeting several months ago. Before the freeholders were due to vote on the resolution, county counsel Michael Fitzgerald cited some concerns he had about the measure, including using the word illegal “in places that it probably shouldn’t have been.” He said he was unsure he had drafted a resolution “that properly conveys the freeholders’ concerns or what the freeholders’ expressions are for purposes of doing this.” “I think that the timing of this is shockingly inappropriate,” said Red Bank resident Cathleen Goode of the resolution. “And I have to tell you this embarrasses me for our county, for the county in which I live and I vote.” Yeimi Hernandez, a DACA recipient who read a statement on behalf of the Latino Coalition, criticized the freeholders for practicing “shameful politics.” The Rev. Jonathan Elsensohn, pastor of the First Baptist Church of Freehold, said that in recent years, fewer people are using a food pantry in town. Subsequently, Scharfenberger made the motion to table the resolution. His office did not respond toa request for comment. “And I think before we do anything that is I think this important or of this much interest (to) everybody who’s here and beyond, I think we owe it to everybody to take a look at it, as Mr. Fitzgerald said (and) make sure the wording is correct to convey I think what the motivation was from our standpoint and also look into some of the things we heard here,” Scharfenberger said from the dais. “If we’re satisfied and we want to revisit it in a couple of weeks, then so be it.” Fellow freeholder Patrick Imprevedutosaid officials would “come back in the futurewith our decision.” But critics of the freeholders’ resolution gathered en masse at the board’s meeting. The timing of the resolution coincided with the nation confronting a crisis on its southern border and amid concerns about the treatment of border crossers in federal detention facilities. One woman at the meeting held up a photo that appeared in that day’s edition of The New York Times and elsewhere of drowned migrant Oscar Martinez and his young daughter, whose bodies washed ashore in the Rio Grande River. In 2017, authorities at the MiddlesexCounty Jail did not honor an ICE detainer, oradministrative hold, on a Mexican national,who was released and later charged in a triplemurder in Missouri, in November 2018. “We’re just looking at this from a law enforcement perspective,” freeholder and state Assembly candidate Gerry P. Scharfenberger said after the meeting. “And there’s been documented instances where the lack of communication between the state and the federal government have resulted in people who probably shouldn’t have been released being released. The real motivation was just to make sure that the law is followed and cooperation between law enforcement is an ongoing thing.” Rita Dentino, director of Casa Freehold, an immigrant rights organization, told the freeholders that her organization was “horrified” by the proposed resolution. “We believe it is important to welcome immigrants living among us, regardless ofthe immigration status,” she said. “They cutyour lawns, make your food and repair yourhomes. Do not fall prey to the notion that weare criminals and need to be feared.” But politicians in Republican-controlled parts of the state like Monmouth have pushed back against the Murphy administration. In Middletown Township, where Murphy lives, the township committee voted in April for a resolution saying it would not be a sanctuary city and opposing New Jersey becoming a sanctuary state. The language in the freeholders’ resolution was similar to the one in Middletown. “Our best supposition for this decline is that members of the undocumented community are no longer coming out to receive vital services because they fear for their safety,” he said. “This resolution will only contribute to that culture of fear and will impede our ability, as people of faith, to care for our neighbors.” “This document will take this level of fear, which is at its highest in our 16 years of existence, … to a new level of high fear throughout Monmouth County,” she said. center_img By Philip Sean Curran FREEHOLD – On a hot June afternoon, the Monmouth County Board of Chosen Freeholders faced a blizzard of criticism about its proposed resolution opposing New Jersey becoming a sanctuary state for illegal immigrants. “The proposed resolution illustrates the Board of Chosen Freeholders’ desire to divide the residents of our county rather than to bring us together for the betterment of our community,” they said. “We would encourage our Freeholders to focus on priorities directly impacting Monmouth County’s residents every day rather than fueling an already divisive cultural conversation.” The board, at its June 26 meeting, voted to table a measure that said, in part, that “sanctuary policies are harmful to the health, safety and welfare of the residents of the county of Monmouth.” Nationally, immigration has become a subject of concern among a growing number of Americans. A Gallup poll released in June found immigration ranked as the country’s second biggest problem, at 23 percent, behind government, at 26. This was the first time in Gallup’s tracking of the issue that it rated so high a concern, the polling agency said. In February, the Pew Research Center said a “majority” of the roughly 10.7 million undocumented immigrants in the United States live in New Jersey and five other states. New Jersey was home to an estimated 475,000 as of 2016, behind California (2.2 million), Texas (1.6 million), Florida (775,000), and New York (725,000) and ahead of Illinois (400,000), the report found. One estimate, by the Institute on Taxation and Economic Policy, said Monmouth County was home to 23,000 undocumented immigrants in 2017. New Jersey, home to the fifth largest population of undocumented immigrants in the country, has provided them with college financial aid and earmarked $2.1 million to pay for legal aid for their immigration cases since Murphy, a Democrat, became governor last year. In November, state Attorney General Gurbir S. Grewal issued an “immigrant trust directive” to all law enforcement in the state saying they cannot stop, arrest or question someone based on their actual or suspected immigration status, and cannot participate in immigration enforcement actions by federal Immigration and Customs Enforcement (ICE), among other restrictions. The directive carved out some exemptions. Freeholder Lillian G. Burry said the decision to table the resolution was not because freeholders agreed with some of the “disturbing” comments by the public during the meeting, where freeholders were called hateful. “Gov. Phil Murphy and the New Jersey Legislature has enacted legislation providing benefits to illegal undocumented immigrants,” the resolution read in declaring that the county will “never become home to a sanctuary city.” The Trump administration has taken a tough stance on illegal immigration. In April, ICE said 12 of 123 “immigration violators” arrested earlier in the year were from Monmouth County. Moira Nelson and Michael Penna, the two Democrats running for freeholder this November, released a statement criticizing the board after the June 26 meeting. “The reason is we obviously put forth the wrong message in the way it was written,” she said of the decision to table the resolution. “So I want to see it reworded. I want the true intent of what we have in mind to come for ward.” last_img read more

#EQNZ: The Web Mobilizes for New Zealand Earthquake

first_imgA Web Developer’s New Best Friend is the AI Wai… I first learned of the quake via Twitter, including tweets from people I follow who live in Christchurch. Most of the initial tweets and re-tweets were of coverage by local media: the TV, newspaper and radio networks. Soon after, a People Finder service was published by Google and social media sites like Reddit created special web pages to track the latest news. I’ve also been tracking my own family’s updates via Facebook. richard macmanus The hashtag #eqnz has been the mobilizing factor on Twitter, including prominent placement to important local Twitter accounts like @nz_quake (an unofficial account that tracks data from GeoNet) and @NZcivildefence (an official account run by the Ministry of Civil Defence and Emergency Management). There’s also a more specific hashtag, #eqnzcontact, to collate information about people affected by the quake.The website EQNZ.co.nz has a running feed from Twitter and Geonet, as well as photos and a blog. This site has graphs of earthquake data from Geonet.Google rushed out a Person Finder application, to help people locate relatives. Update: Google Australia advises that Google.org’s crisis response team now has a landing page which will be constantly updated.Related is this wiki, for people to share information about missing people. 8 Best WordPress Hosting Solutions on the Market CrisisCommons is a non-profit website doing a wonderful job rallying resources. It points to, among other things, a crowdsourced map. Update: Chad Catacchio noted in the comments that this is not an official CrisisCommons initiative, rather it is from CrisisCamp NZ with support from CrisisCamp Santa Barbara and CrisisCamp Toronto.You can make donations to the Red Cross.The primary news websites in New Zealand are all frantically updating as we speak. Here are the main ones: NZ Herald, Stuff.co.nz (which is the mothership for the Christchurch and Wellington dailies), TVNZ, 3 News. The latter two are the main television networks and their websites include live streaming coverage (3 News, TVNZ). Radio NZ, the national radio service, has ongoing news and a live audio stream. An alternative is Radio Live’s audio stream.If you want to track the news and reactions outside of Twitter and the mainstream news websites, Reddit has a special aggregation page up. This information page is particularly good (hat-tip @JaredNeilsen)Images from Twitter are being aggregated on Hashalbum.Please add more resources that you know of to the comments. At time of publishing, 5.45pm NZ, a state of emergency has just been declared in Christchurch. Our thoughts are with the people of Christchurch.Updates:Ed Borasky comments: “Kate Starbird at University of Colorado Boulder has activated the Tweak-the-Tweet system as well. Follow @kate30_dev and @katestarbird.” As Ed explained in a post, Tweak-the-Tweet aims to provide a “standardized syntax for Twitter communications.” Here is the Volunteer spreadsheet & map (thanks @Org9). A Facebook page has been created to support the people of Christchurch (thanks Rachel Cunliffe for that tip). Further update:This Facebook Page has gathered more momentum.Telecommunications updates can be found at this Telecom NZ web page and on Twitter. Also, Vodafone NZ advised via its Twitter account: “Do not overload phone lines with non-emergency calls, stick to TXT and short calls if you can.”Julie Starr has a comprehensive list of news and sources on The Evolving Newsroom. She also recommends the All Hazards site.quakebeds.co.nz has information on places to find and offer accomodation for Christchurch people.If you are a blogger, you may want to add this fund-raising widget fromGivealittle to your site. 100% of all funds donated will be contributed to the official mayoral fund. I’ve added one near the top of this post.Tweet stream via EQNZ.co.nz Why Tech Companies Need Simpler Terms of Servic… Top Reasons to Go With Managed WordPress Hosting Tags:#news#web Related Posts Today the New Zealand city of Christchurch was rocked by another large earthquake, a magnitude 6.3 that was shallow and hit close to the city center. It follows months of aftershocks from the first big earthquake to strike Christchurch, a magnitude 7.1 on 4 September last year. A personal note: I live in Wellington, New Zealand, which is about 200 miles from Christchurch. However, I have a number of relatives who live in Christchurch and I’m concerned about their safety. last_img read more

3 Social Media Marketing Tips From Rapper Lil’ Wayne

first_img I hope that you found these tips useful.  If you did, would you please retweet or “Like” this post 😉  Thanks! Topics: recent overtaking of the Guinness World Record content creation in 24 hours certainly did the job.  Only hours after Figure out what distinguishes you from the competition, and make sure you share this with your audience.  This will not only help you to attract a loyal following, but it will also help you because he wanted his fans to know he loved them.  As a result of his continued effort to share remarkable content with the world, not only was Weezy able to maintain his fan base, but he actually increased it!  that your competitors may not be focused on.   2. Never Stop Creating Content 3 Social Media Marketing Tips From Rapper Lil’ Wayne Don’t make your visitors’ experience more difficult by throwing a barrage of links and choices in front of them.  Provide them with and then offer them one simple next step.  WeezyThanxYou Although there are thousands of rappers in the world, Lil’ Wayne uses his uniqueness to help him stand out in the overpopulated sea of lyricists.  His love of rock music, the Green Bay Packers, and his brief stint in jail are just a few of the things that Wayne uses to distinguish himself from others.  Originally published Feb 17, 2011 12:00:00 PM, updated July 03 2013 Social Media start ranking for long tail keywords is the key to any inbound marketing strategy.  Oreo claimed the record 1. Be Unique As an internet marketer having a social media presence isn’t enough.  The social media landscape is always changing, and because of this it’s important to understand the most effective ways to utilize the tools available for your marketing efforts.  Here are a couple things all internet marketers can learn from Lil’ Waynes success. valuable content Lil’ Wayne shares a lot of exclusive content with his fans on Facebook.  He also makes it extremely clear to them how they can show their appreciation by including a simple “Like this post” call to action in many of his posts.  By telling his fans what to do next Lil’ Wayne is making his fan’s lives simpler and helping them with the decision-making process.  This works incredibly well on his Facebook Page as we can see with all of his posts including the most recent Guinness World Record post.  Facebook Growing a following and attracting inbound links is a long gradual process.  Don’t lose hope if you don’t see immediate results.  Quality and consistency of If Lil’ Wayne hadn’t already established himself as one of social media’s elite, his most for themselves with 114,619 “Likes,” Lil’ Wayne and his fans obliterated it with a whopping 588,243.  Now I know some of you are probably thinking, “well he probably just has a lot more fans than Oreo,” but that isn’t the whole story.  Oreo has 16,711,040 fans on Facebook to Lil’ Waynes 20,112,726, and although this is a significant advantage, it does not completely explain why he got more than five times as many “Likes” on his post.  for most “Likes” to a post on You would think that being locked up might put someone’s rap career on hold.  But instead of slowing down, Lil Wayne seemed to work even harder while he was in prison.  As well as continuing to write songs, he also launched a blog called Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack 3. Tell Your Fans What to Do!last_img read more

3 Secrets to Optimizing Landing Page Copy

first_img As with the headline, it’s important not to be too pushy.  Avoid statements that command visitors to “download now”. Instead, focus on the value to the visitor, such as “gain immediate access” or a “free download”.  2. Clearly & Honestly State the Value Proposition Topics: 1. Headlines are Like Pickup Lines. Don’t be arrogant! The idea here is to start a conversation with your website visitors without sounding pretentious or arrogant. You don’t want to be “that guy”. You know the one – the guy who loves to tell girls the joke about the gun show.  When a visitor arrives on your page, you have only a short period of time to convince them not to press the “Back” button on their browser. If your headlines have too much hype (e.g. “An Event You Can’t Afford To Miss!!”), it will turn people off.  Headlines play a critical role in convincing a visitor that it is worthwhile for them to stick around and get to know you better. A good headline clearly and honestly states the value of your offer. cacophonyx download a free chapter I recently attended MECLAB’s Landing Page Optimization Summit where Dr. Flint McGlaughlin presented his research to a sold-out audience.  Through colorful analogies and real-world examples, McGlaughlin explained a series of lessons around 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 Jun 7, 2011 5:00:00 PM, updated October 20 2016 of your offer will not only guide the reader’s eyes, it will also demonstrate the tangible value of your offer. This is even more effective if you can state them with numbers. Quantified proof gives you credibility.  Many of your visitors are probably already jaded from seeing too many false promises and exaggerated claims online.  If you can provide them with concrete numbers supporting your value proposition, it will be easier for them to trust you. features you’re offering, they won’t care enough to continue reading, much less convert on your landing page. Landing Page Copycenter_img and The more specific you can be about why your offer is valuable, the better.  Bulleted lists of the 3. Be Specific what landing page optimization If the visitor doesn’t know For more advice on optimizating your landing pages, Photo Credit: from MarketingSherpa’s latest report on the key components to a successful landing page optimization strategy. and writing highly effective copy.  Among the laundry list of insights I recorded in my notes, here are the most memorable: benefits Your web page should clearly state 1) where they are on your site so they know they are in the right place, 2) what they can do on that page, and  3) why should they should care about what is on that page.  It sounds simple, but it’s surprising how many landing pages do not clearly communicate these points. last_img read more

Common Qualities of Insanely Successful Viral Videos

first_img Topics: Originally published Jul 5, 2012 2:00:00 PM, updated February 01 2017 We all love watching videos online. From an animal doing something adorable to a how-to segment on cooking a meal, people are constantly watching and sharing them with friends. In fact, over 4 billion videos are viewed daily on YouTube, and over 60 hours of video are watched per minute. Chances are, your potential customers are among those 4 billion watching videos today.Which is why your boss asks you to make a video. Oh, and can you make it go viral, too? First of all, what a frustrating question; virality can never, ever be guaranteed. But there are some common qualities to many of the viral videos out there that we’ve started to notice. And those qualities can be replicated to increase the chance that your video might join the ranks of the other viral successes out there. Read through the tips in this blog post to learn how to create a high quality video, as told through the stories of other online video successes out there — and who knows, it may just result in your own viral video!Keep it ShortAccording to the New York Times, 44% of people lost interest in a video after 60 seconds. So it looks like shorter videos are more likely to keep people’s attention, which means increased social sharing for your video. For an example of a short but effective video, take a look at this video of an owner teasing a dog about food, which received 25 million views in the first five days, and currently has over 110 million views to date.The video is under 90 seconds long, and has the entertainment factor of a talking dog. Come on, who doesn’t love dogs? It’s also perfect to share with friends, because the point of the video is obvious in the first few seconds, so it doesn’t require explanation or context. Keep your videos similarly short and to-the-point, and you’ll see those video views creep up.Demonstrate a Strong, Consistent Brand PersonaYour goal is to get people to immediately think of you when they see the person or object portrayed in the video, so your video needs to clearly demonstrate your brand to viewers. To do this, first create a clear picture of what you people think about your brand — and what you want them to think. If you sell men’s clothing, but people are actually buying your apparel because of the lifestyle it promotes, creating a video about high quality clothing will not do as well as a video about the awesome lifestyle that men who wear your brand have.Take a look at the Old Spice “The Man Your Man Could Smell Like” campaign, for example. With Isaiah Mustafa, it made a very strong connection between Old Spice products and the manly persona men want to be like, and that women want in a man. And they did it in all of their videos. He always remained in character, and was such a strong parallel to the brand that it actually become humorous — never a bad thing for video virality! It resulted in over 290 million channel views to date, and over 35 million views within the first 7 days of launch.The Old Spice campaign was entertaining, but still portrayed the characteristics men want to be, and women want in men — what Old Spice wanted to be associated with. Create a persona that can be easily identified with your brand, then find a way to embody like Old Spice did — through mascots, tag lines, copy, everything!Is That Real?Creating a video that makes people ask, “Is that real?” is a great way to increase a video’s social shares — if people see something unbelievable, you can be they’ll be sharing it to get others’ two cents. The eHarmony “cat lady” is a perfect example of this, plus it brought brand awareness to eHarmony in a humorous way. This video, created by a comedian, was so outrageous and unbelievable that people wanted to show it to their friends; it received over 2 million views the first day, and now has more than 22 million views.Why did this gem go viral? The video was so crazy people had to share it with their friends and debate the validity behind it. The lesson here is that crazy content — that can still relate to your brand, of course — is a one way ticket to online video success. So think to yourself: Is there anything in my industry I could parody that millions can relate to?Hilarious ContentWe’ve mentioned it a couple times already, but if you make people laugh with your video, it’s far more likely it will get shared socially. Just remember to create content that’s not only funny to you, but entertaining for your customers as well. The talking babies video, for example, went viral in 2011 with 20 million views in the first ten days, and over 70 million views to date. The video depicts two babies talking in a language of their own, quite the unusual sight, indeed! This video was appealing to an extremely wide audience, thus making it easy to share with friends and rack up those high view counts.Another thing to keep in mind when creating funny videos is that you don’t actually have to directly promote anything — though you could if you’re able to make people laugh despite the blatant promotion, like Old Spice did. This video could have been used for a variety of baby products to increase brand awareness; just focus on finding material that’s universally entertaining and unique.Newsjack With ParodyMaking a parody of a popular event, person, or song to reflect your company or product will create an interesting video people may be more likely to share with friends — because it’s based off of something millions already recognize and love. The video “Barack Obama Singing Call Me Maybe” parody, for instance, has over 17 million views in under four weeks, making it one of the most viral videos in 2012.Not only does this video play on the nation’s president — bold move — but it also uses the most viral song to date, Carly Rae Jepsen’s “Call me Maybe” which is #1 on YouTube with over 100 million views. Hey, sometimes using pop-culture can help your video go viral, and there’s no shame in utilizing it!Leverage User-Generated ContentLetting your customers or fans get in on the content creation is a great way to generate a successful video. Not only will you save time, but you’ll engage customers and encourage sharing — a great boost for your reach and reputation. Content contests are an easy way to get the content you need, and allow users to engage with the brand while using word-of-mouth to spread the message to others within their social networks. If it’s feasible for your product or service, a contest can increase your reach to people you originally would not have been able to reach with your own marketing. If you can, have other fans vote on the winning video, further increasing the reach of your campaign!Aflac did this in 2012, when they created the “10 Second Challenge” in which users were asked to create a short video explaining what Aflac meant to them. The prize was internet fame and $25,000. Over 180 video submissions were entered, which resulted in 250,000 video views on Facebook and thousands more to date on YouTube. Letting your users create content for you can save you time, and because of their pride in their work, the result may be more creative than you could have ever imagined!What other qualities of viral videos did we miss here? Have you ever created an extremely successful online video?Image credit: googlisti Don’t forget to share this post! AddThis Sharing ButtonsShare to TwitterTwitterShare to FacebookFacebookShare to Email AppEmail AppShare to LinkedInLinkedInShare to MessengerMessengerShare to SlackSlack Video Marketinglast_img read more

10 Genius Ideas That Changed Marketing Forever

first_img Originally published Oct 9, 2012 9:00:00 AM, updated October 20 2016 Marketing Trends This is an excerpt from our new ebook, 100 Ideas That Changed Marketing. Download your free copy if you want to see the other 90 ideas that have changed our industry forever!At the beginning of this year, we set out to create an infographic that gave a rundown of the history of marketing. And as we looked back, we found that one idea from all the way back in the 1400s — the invention of the printing press that made mass media possible — totally and completely changed the entire trajectory of our industry. Heck, you could argue it made our industry possible!That made us think of all of the other advancements that have rocked the marketing world. Because we kind of have a thing for shaking things up 🙂 So, we compiled this ebook, 100 Ideas That Changed Marketing, and we wanted to share 10 of the highlights from it right here. Take a look, get inspired, and let us know if we should add a one-hundred and one’th (one’th? That’s not right, right?) idea!10 of the 100 Ideas That Changed Marketing Forever1) AgileIf you’re agile, you can easily and gracefully move at a rapid pace. In 2001, through the Agile Manifesto, the idea of agile was introduced to software development, and it defines aniterative approach that promotes flexibility and customer collaboration. “In many ways, marketing used to be a lot like software development,” wrote marketing technologist Scott Brinker. “Yearly plans of a few major initiatives would lumber forward with rigid hand-offs between the different stakeholders — researchers, strategists, creatives, media buyers, etc. The end-to-end process was time consuming and difficult to alter midstream.”By implementing an agile approach, marketers should be able to make iterations faster and respond to change rather than simply follow established processes. Today, with the proliferation of new technologies, the ability to adapt to the rapidly changing marketing landscape is becoming increasingly important and necessary for business success. As Michelle Accardi-Petersen wrote in her 2011 book Agile Marketing, “the old integrated marketing methods don’t work … that is, unless you have an agile process that allows you to move much faster and to adapt to these marketing pressures on the fly where necessary.”2) BloggingAs inbound marketers, I think we’re all familiar with this … but when’s the last time you took a step back and realized, “Wow, blogging is one of the strongest marketing tools in my kit.” The times they are a-changin’ eh?Short for web log, a blog is a term used to describe a series of online articles displayed in chronological order that generally encourage comments from digital readers. Blogs are usually maintained by an individual or group of people and will traditionally include regular entries of commentary, descriptions of events, or other material, such as photos and videos. A blog is a long-term marketing asset that brings traffic and leads to your business. It introduces you as a thought leader in your space and allows you to earn people’s trust.Nearly 40% of U.S. companies use blogs for marketing purposes. “This platform, if done properly, can generate tremendous traffic, leads and sales for your business that youotherwise would not have had,” wrote Marcus Sheridan, Partner at River Pools and Spas and Founder of The Sales Lion. First, business blogging helps you in respect to search engine optimization (SEO). The more blog posts you publish, the more indexed pages you create for search engines to display in their results. Second, your blog is an asset that introduces you as a thought leader — it will help you earn people’s trust and stay top of mind for many in yourcommunity. Finally, a blog gives you real estate to place calls-to-action in order to generate leads.The thing about blogging is that anybody can do it, but remarkably, not everybody does. This gap represents a huge opportunity for serious marketers to differentiate themselves — with their bosses, and their leads and customers.3) Citizen JournalismThe new media landscape has reshaped the ways in which audiences access information. A Pew Research Center report showed that some 46% of Americans visit from four to six media platforms on a typical day, and only 7% have a single favorite one. For their daily information, online readers consult various sources, including newspaper sites, email, and social media. Additionally, social networking sites like Facebook and Twitter have fostered recommendation systems that increasingly shift the power of information distribution in the hands of non-journalists. In these environments, one’s community can make editorial decisions by endorsing stories.Marketers need to recognize the participation of citizens in the process of newsgathering and always provide credible sources and references when sharing public information. Don’t underestimate the investigative spirit of today’s consumers and people’s ability to get to the truth through in-depth online research. Businesses need to be more alert than ever to theway they present information and facts because inaccuracies can easily be exposed.4) CopyrightCopyright is a legal concept that protects the work of an individual from being used withouttheir consent. It gives the creator of an original work exclusive rights, including the right to receive credit for their work and the right to choose who can use and remix their work.With the rapid development of technological advances, it has become easier for people to create digital mashups of existing works, which has led to copywright wars and lawsuits.American academic and political activist Lawrence Lessig argues that we now live in a Remix Culture which encourages people to engage in collaborative creation and stimulate their creativity in new ways. “It is time we stop wasting the resources of our federal courts, our police, and our universities to punish behavior that we need not punish,” he wrote in Remix: Making Art and Commerce Thrive in the Hybrid Economy.Now that the role of a marketer is so intertwined with the role of a publisher, it’s not difficult to imagine the different ways in which copyright affects the marketing professional. Not only is pirating content just poor internet etiquette, but it also results in duplicate content that hurts both websites on which the content is featured in the search engine results pages. In fact, one of Google’s 2012 algorithm updates will be using the number of valid copyright removal notices as a signal for which websites should be displayed in the SERPs. To stay away from such punishments as a marketer, you need to ensure you are not stealing people’s content. Make sure you aregiving your sources credit in all of your content, including blog posts, webinars, ebooks, and even social media.5) GamificationGamification describes the adoption of game design elements and game thinking by nongamecontexts. It’s applied to make less interactive situations more engaging to users. Some forms of gamification in marketing include awarding badges or providing incentives for participation in specific activities.For instance, at HubSpot we often give away prizes to random attendees of our marketing webinars or people who share our content with their networks. “Games and research into human psychology have taught us that people are happier when they earn something, rather than when it is given to them,” wrote Darren Steele, the strategic director of Mindspace, and co-author of the gamification book, I’ll Eat this Cricket for a Cricket Badge.6) Inbound MarketingInbound marketing is marketing that’s useful. It means acquiring customers by attracting and nurturing prospects with exceptional content, data and customer service — not interrupting them with annoying, useless messages. It means pulling prospects in with a magnet, not beating them over the head with a sledgehammer.“Consumers have learned how to ignore TV commercials with Tivo, radio commercials with Satellite radio, email marketing with filters, etc.” wrote in our LinkedIn discussion web presence strategist Linda Lovero-Waterhouse. “Now our goal is to give consumers the information they want *when* they want it. What a concept!”Inbound marketing tactics tend to be cheaper than traditional marketing tactics, too. Companies that focus on inbound tactics have a 62% lower cost-per-lead than companies that focus on outbound tactics.There are three key stages to inbound marketing: get found, convert, and analyze. Eventually, inbound marketing boils down to, as web marketing professional Jonathan Mallia noted, “knowing your customers’ needs and feeding them with the right content that ultimately links to the product you wish to market and finally sell. If this is cleverly executed in a strategic manner, you will realize that you have only spent a small fraction of your advertising budget to convert a good number of good quality, sales-ready leads. Why? Because Marketing = Educating.”7) Social NetworksWith the invention of the World Wide Web in 1990, the internet opened up multi-directional communication channels and embraced collaboration. Its digital format removed the physical limitations and expensive cost of producing and distributing information. Forums and chat rooms started to populate the digital landscape, often used to share news. Internet Relay Chat (IRC), for instance, was introduced to the general public in 1991, when the platform offered real-time coverage of the First Gulf War.In the early 2000s, people joined the new participatory media culture by creating and disseminating content through their personal computers, smart phones and digital cameras. Online users started blogging, video broadcasting, and using social media. Social networking site Facebook, which was founded in 2002, now has more than 900 million active users. Then of course there are the other popular social networks like Twitter, LinkedIn, Pinterest, Google+ and YouTube.“Social marketing changed marketing forever,” wrote Jose Antonio Sanchez, Communications Specialist at Uberflip, in our LinkedIn discussion. “Marketers have realized that they need to have valuable two-way conversations with their audience before getting it to ‘buy’ their product. Consumers can be convinced but not persuaded anymore.”8) Social ProofSocial proof, also referred to as “informational social influence,” is the concept that people willconform to the actions of others under the assumption that those actions are reflective of thecorrect behavior. In other words, it’s the mentality that, if other people are doing it, and I trustthose people, that’s validation that I should also be doing it. This third-party validation can be avery powerful motivator for your site visitors’ and prospects’ actions.One traditional example of social proof is when TV shows play canned laughter or recorded applause to elevate the perception of funny or applaudable situations. So while the concept of social proof may be nothing new, the rise of the internet and social media adoption have certainly made social proof a lot easier to leverage and exploit, especially in a marketing context. Building and providing better visibility for your business’ social proof can be a powerful addition to your marketing strategy.The forms of social proof in marketing can vary from social media praises and social advertising to case studies, testimonials and user reviews.9) ViralityViral marketing is word-of-mouth marketing that is carried out voluntarily by a company’s advocates. “Viral marketing,” wrote Seth Godin in 2008, “is an idea that spreads — and an idea that while it is spreading actually helps market your business or cause.”Godin goes on to describe two types of viral marketing: one in which the message that spreads is the product itself, and another in which the message isn’t related to the product. YouTube as a platform would be an example of the first one, and a video on YouTube would be an example of the second.Email has facilitated the spread of the second type of viral marketing. Tools such as “send this page, article or website to a friend” encourage people to refer or recommend your newsletter, company, product, service or specific offers to other people. In order to leverage viral marketing, you need to have a strong community that will start the process of spreading your message. You can build your community even before you have a product. Letting users into the process early helps provide a sense of ownership while it gives a company valuable feedback needed to make the product better.“Being viral isn’t the hard part,” observes Godin. “The hard part is making that viral elementactually produce something of value, not just entertainment for the client or your boss.”10) Web 2.0When the Web first became available to users, it was primarily about retrieving information. As it evolved in the 2000s, it became known as Web 2.0 — a platform associated not only with consumption of information, but also with collaboration and participation. It is characterized by applications like blogging, search engine optimization, and social media. The term is associated with Tim O’Reilly because of the O’Reilly Media Web 2.0 conference in 2004.O’Reilly explained that Web 2.0 is based on the principle that online databases improve as people use them. “It’s about how businesses work differently in the age of the network,” he said. Businesses have to figure out how to create more value for their customers than for themselves. Ultimately, customers and businesses are capable of building value together. Think about how you can build a platform online that enables the community to bring value to your business for you.What other brilliant ideas do you think changed the marketing landscape forever?Image credit: d4u.hu Topics: Don’t forget to share this post! 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