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4 Ways to Figure Out Social Media Marketing ROI

Social Media ROI
A returning concern in social media marketing is the way to measure return on investment. Do tweets translate to sales? Will “likes” lead to conversions? Can followers forecast success? While marketers still seek a strong set of metrics, there are other ways for testing and tracking whether social media efforts pay off. For some trusted tips on measuring social media ROI, check out these four smart strategies from BigEyeAgency.com.

1. Mind Your Metrics – Carefully consider the best way to measure. Since you can’t count sales by friends, followers, or favorites, it can be difficult to determine the real value of social engagement. Fortunately, a majority of sites have built-in analytic dashboards that show which links have led to hits. This provides proof that an ad is effective enough to make a person click. After that, converting that click is up to you.

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Why Content Marketing is a Game-Changer for CPG Brands

Why Content Marketing is a Game-Changer for CPG Brands
In 1941, Bulova Watches broadcast the first television commercial, during the lead-in to a baseball game between the Brooklyn Dodgers and Philadelphia Phillies. Bulova had every chance of striking out because no brand had ever pitched its products through TV advertising and there were only 4,000 TV sets in New York at that time. But Bulova stepped up to the plate and became the first brand to break new ground in television marketing. The 10-second commercial hit on the concept of connecting with people through media content and brought other brands into the TV marketing game. That pioneering promotional spirit still plays a major role in marketing today, as the consumer packaged goods (CPG) industry continues to score with audiences by connecting through new and novel content. In fact, many CPG companies are coming up with concepts right out of left field, but they realize that modern marketing is a whole new ballgame and that content is the only way to stay in the game. For a play-by-play on how CPG brands are making content the MVP in marketing campaigns, Mashable.com featured a report by Contently that tossed out an all-star lineup of brands’ greatest content marketing hits.

More than 70 years after that brave Bulova TV commercial, it’s hard to believe that television was once uncharted advertising territory and that brands were wary of taking a shot at a spot. Today, that same hesitation has been felt by some CPG brands as they consider content marketing on non-traditional channels, while other brands have been open to new opportunities and warmly welcomed the challenge. Either way, the CPG industry knows it needs to evolve with the times, even if that means it’s time for brands to change their thinking and become publishers instead of promoters.

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The Shift to Native Advertising in Marketing [Infographic]

The Shift to Native Advertising in Marketing [Infographic]Advertisers Go Native in the Search for Consumer Engagement

It’s a simple premise. If you want to engage online consumers, give them more of what they go online for in the first place. Advertisers are doing just that by shifting to paid content that’s similar in nature to and displayed in the same format as the editorial content surrounding it. The idea is to get consumers to click on and then share these “native ads” with others.

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Google Adds +Post Ads to Let Brands Promote Their Google+ Posts as Interactive Promotions

Google Adds +Post Ads to Let Brands Promote Their Google+ Posts as Interactive Promotions
As social media platforms vie for brands’ business, Google has launched the latest promotional program called +Post ads that will let brands display their Google+ page posts as interactive display ads. This will allow brands to repurpose their posts as social ads in Google’s display advertising network, which will bring additional Web traffic to brands’ Google+ pages. They will also promote a brand’s efforts to engage with consumers and enhance their image as a customer-conscious brand. MarketingLand.com reported on the rollout to show how this addition to Google+ could equate to more business for both brands and the social network.

With +Post ads, brands will be able to spin their social media content into interactive ads. These are simply a newer version of promoted posts that are placed into Google’s display ad network. Brands will have the option to automatically promote their most recent Google+ posts and only pay when people engage with that content.

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Twitter Follows Its Data to Dollars by Buying Social Data Provider Gnip

Twitter Follows Its Data to Dollars by Buying Social Data Provider Gnip
In an effort to make their user data more accessible, Twitter has announced its acquisition of social data analytics firm Gnip. This move should let the microblogging service gain more control over selling its data. The two companies have partnered since 2010 when Twitter tapped Gnip to be its first data partner and gave them authority to resell Twitter’s historical data to numerous corporate clients. Now that the partnership has evolved into purchase, Twitter will have direct access to Gnip’s abundance of data and be able to work more closely with clients to understand their data demands. Mashable.com posted the latest on this lucrative social data decision.

Today, social data is in high demand by companies of every size and scope. Twitter’s short-and-sweet tweets and ever-growing user base contain a wealth of worthwhile information. This data can help companies make decisions that can boost their business, from offering insight on customers’ choices to contributing to decisions on new factory sites. By partnering with one of their third-party providers, Twitter is taking the lead in leveraging this social data and showing its interest in increasing its business.

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YouTube is Playing Up Its Streaming Stars to Mainstream Magazines


YouTube is no longer content to have its conventional content viewed in a video vacuum. The online video channel has launched a new advertising campaign to promote its popular personalities as brand-friendly faces to major magazines. The campaign spotlights how its stars are more familiar than freaky and appeal to all kinds of audiences. The move is being viewed as a solid step toward proving that its programs are more everyday than edgy. The Wall Street Journal reported that now the Web video industry is watching and waiting to see if YouTube can channel its conventional charms to those in the mainstream media.

The theme of the advertising campaign is that YouTube’s content is natural and normal, with celebrities as approachable as your next-door neighbor. The ads feature favored YouTube personalities, including popular chef Rosanna Pansino, young fashion-focused favorite Bethany Mota, and big beauty artist Michelle Phan.

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Online Videos that Play on Emotions Really Resonate with Viewers

Digital marketers have long been in awe and admiration of videos that go viral and have steadily searched for the secret to their shareability. It appears that caring could be behind this sharing as some recent viral videos have struck an emotional chord and struck viewing gold. AdAge.com posts the most-watched entries in its popular Viral Video Chart. The chart measures the viral performance of brand-driven social video ad campaigns through the patented Visible Measures analytic platform. Recent charts featured fascinating finds on sensitive subjects to reveal how viral success could all come down to creating reels that make us feel.

A brand-new entry on the Viral Video Chart for LA-based apparel brand Wren, called “First Kiss,” took the number-one spot in mid-March, with 63 million views. This online sensation paired up 20 strangers and asked them to engage in the very vulnerable act of kissing for the first time.

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Uncovering The 5 Biggest Content Marketing Myths

Uncovering The 5 Biggest Content Marketing Myths
Content marketing is easy, quick, programmable, and cheap—and can be handled by low-level employees, right?

Wrong. Too often brands and even content marketing agencies make the strategy sound like a simple solution with little effort required. That, of course, is not the case.

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CNN Links with Twitter to Make News Short and Tweet

CNN Links with Twitter to Make News Short and Tweet
CNN is once again redefining “network news” by bringing headlines from their television network to Twitter’s social media network. The news leader and the social linker have recently connected for a new video series called Your 15 Second Morning. The series will spotlight one or more major topics of the moment in 15-second snippets that will be seen and shared from CNN’s main Twitter account. This social series will be a spin on CNN’s NowThis News in the way that it structures and broadcasts brief news videos for certain social media networks, such as Vine and Instagram. Mashable.com reported on this new digital development in news reporting.

“The way many television networks have approached digital video historically is to take live television, cut it up and put it online,” said Andrew Morse, a senior VP at CNN US. “What we’ve come to realize over time is that’s not the kind of video that the online audience and mobile audience are demanding. We are reverse engineering the process.”

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Dove Patches Together a Campaign that Promotes Positive Perception with a Sense of Deception

Women have grown to love Dove for the way the brand promotes self-acceptance and universal beauty. But the company’s latest campaign about feeling good is leaving a bad taste in many mouths for the way it uses the placebo effect to both delight and delude. HuffingtonPost.com and Time shed light on the controversial campaign that’s giving new meaning to the phrase “sticker shock” and leading many to wonder why Dove sacrificed truth in their promotion of true beauty.

For the past decade, Dove has used female empowerment and personal pride as their advertising angle. Their ongoing Real Beauty campaign has shown women that their beauty and bodies should be a source of satisfaction instead of struggle. Their last Real Beauty video featured a forensic artist who drew sketches of self-conscious women to prove that they were beautiful in the eyes of others. This video went on to become the fourth most-shared and eighth most-viewed video ad in history.

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Century 21 Moved into YouTube Home Page to Spring into Home-Buying Season

Spring brings the unofficial start of the home-buying season, so Century 21 took temporary residence in YouTube’s home page on March 27 in an effort to open their door to online house hunters. To enhance their curb appeal and bring in buyers, the real estate company created a cute concept that welcomed Web searchers to fall in “puppy love” with their dream homes by featuring eight charming videos of peppy puppies playing. MediaPost.com covered this fetching move to display how heartwarming can lead to housewarmings.

Century 21 selected the date of March 27 because it was the most popular day in 2013 for consumers to search for real estate online. This historically high rate of search traffic presented the perfect opportunity for Century 21 to home in on these virtual house hunters.

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It’s Worth Spreading the Word About TED’s “Ads Worth Spreading”

TED Competition- ads worth spreading

Today’s viral video obsession has made the act of spreading ads the ultimate sign of success for marketers. Each year, the most incredible spreadable specimens are honored in the TED “Ads Worth Spreading” competition. The creative contest is sponsored by the TED nonprofit organization, whose mission is spreading worthwhile ideas, and the winners are selected for their ability to inspire others. This year’s competition focused on brand bravery and the winning works used emotional storytelling to move and motivate audiences. AdAge.com reported on which ads became TED’s top spots.

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Facebook is Right on the Money with Right-Hand Rail Redesign

Facebook is Right on the Money with Right-Hand Rail Redesign
Facebook is making news with the redesign of its right-hand rail that will make the section’s ads appear strikingly similar to sponsored News Feed posts. The side area’s photos will be nearly twice the size for a more engaging and follower-friendly look. This right-hand rail real estate had long faced secondary status because it commanded much lower ad rates than the mobile News Feed. With Facebook charging $5.72 per every thousand impressions in the mobile News Feed, compared to the mere 20 cents per thousand for right-hand rail ads, it’s no wonder the right rail got left behind. But by revamping the right-hand rail to have much more curb appeal, rates for this now bolder and brighter ad space look likely to rise. Adweek.com explained how this rail renovation is right on track with advertisers’ demand to stand out.

This redesigned right-hand rail will be rolled out to Facebook users over the next few months. Yet the new ad format is already getting great results and proving to be up to three times more effective in early tests.

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Target and Purina Plan to Play Games with Consumers

 Target and Purina Plan to Play Games with Consumers
You don’t have to look any further than the recent buzz of “Flappy Bird” to know that mobile games have captured the hearts, imaginations and, yes, the thumbs of consumers worldwide. Research reveals that games consume more time than any other interaction on mobile devices. According to an Advertising Age article, retail giant Target is set to capitalize on this trend by launching its own mobile games.

Noting that two-thirds of its customers have smartphones, Target is working in conjunction with brand partners such as Purina to develop games tied to products and events. On March 1, Target launched “Pop It!” with Purina’s Beggin’ brand. The game features Purina’s new dog treat, Beggin’ Party Poppers, along with the brand’s unique pig’s head canister that enables dog owners to “pop” treats into the air.

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The 6 Types of Social Clusters on Twitter

6 Types of Social Clusters on Twitter
Are all your in-person conversations the same? Is the structure and feel duplicated with every group? Probably (hopefully) not. Most likely, how you engage changes significantly depending upon the topic and the audience.

This, of course, seems intuitive when thinking about in-person conversations. Yet, when we marketers think about social media conversations we often forget these differences. Instead, we tend to lump people together and imagine that behavior doesn’t vary too much by situation.

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