It seems like only yesterday that everyone was talking about Meerkat, and Periscoping their daily lives, but that was now more than two years ago. Facebook Live came late to the live-streaming party, but quickly gained momentum, and is now arguably the leading live-streaming platform, with The Social Network continuing to increase its video focus.
In many ways, Facebook Live opened the door to Facebook’s broader video push, highlighting the ways in which the platform could capitalize on the popularity of video content by partnering with creators and publishers to create its dedicated video platform. And while live-streaming by regular users seems to have lost some momentum, according to the latest numbers from Facebook, it’s still going strong, and building over time.
To mark the second anniversary of Facebook Live, The Social Network has released this infographic of live usage numbers. It presents some interesting stats to consider – in addition, Facebook Live content also generates 6x more interactions than regular video.
Worth considering in your process.
10 LinkedIn Hacks or Things You Didn’t Know
Would you like to be more efficient and effective with your time on LinkedIn?
If you’re like most people, you only have a small window of time to devote to devote to the platform – and you certainly don’t have time to follow every single change and nuance as each evolves.
Thankfully you don’t have to.
To help you make the most of your time on LinkedIn, I stay up-to-date on the most recent updates, and tricks that I come across, and compile them for you.
Here’s a list of ten helpful LinkedIn tips, including some recent changes, which can help you make better use of your time on LinkedIn.
1. LinkedIn’s Cover Photo Changes
LinkedIn is changing their user interface again, and it may require you to update your cover photo. The profile picture has moved from the center of the cover photo to the left-hand side on the desktop version.
Keep in mind that the profile photo is still currently located in the middle of the cover photo in the mobile app.
While it’s unknown as to whether or not this may change in the future, it’s best to design an image factoring in the idea that your profile photo could cut off parts of the lower left (desktop) and center (mobile) sections, depending on which platform visitors are viewing it from.
The size of your cover image should be 1584 x 398 pixels.
2. Stop Sending Prospects to Your Competitor’s LinkedIn Profiles
When checking out a prospect’s profile, you may have noticed a feature called People Also Viewed, on the right side of the page.
While this feature can be handy for you, when you’re looking for potential prospects to connect with, you don’t want those same potential prospects to see this feature if they visit your profile. If you leave this feature on, any prospect who visits your profile will see a handy list of your competitors that they can also check out.
Don’t let people leave your profile to view your competitors. Go into your Settings & Privacy options and click on “Privacy” in the top navigation area. In this list locate “Viewers of this profile also viewed” and make sure this is set to “No”.
3. LinkedIn Status Update Character Count Limit
If you’ve done any work on your LinkedIn profile, you’ve probably run into a character count limit in at least one of LinkedIn’s profile sections. The character limitation (that is the number of letters, spaces and punctuation marks) can cause some frustration as you try to find the best way to communicate your message in the least amount of words or characters.
But did you know that there are also character count limits for your status updates and LinkedIn Publisher posts? Here are the current character count limits:
- Status Update: 1,300 characters maximum
- LinkedIn Publisher Headline: 100 characters maximum
- LinkedIn Publisher Article: 40,000 characters maximum
4. How the GDPR affects LinkedIn’s Data Processing Agreement (DPA)
So just what is the GDPR?
The EU’s General Data Protection Regulation or GDPR is an extremely comprehensive data protection law, which will provide European LinkedIn members with greater privacy and data rights.
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LinkedIn’s bringing its products and services into compliance with the GDPR, and will be updating their customer agreements to reflect GDPR requirements as well as changes to the LinkedIn Sales Solutions products, which will take effect later in the year.
The changes will include notifications for how data is used in the Sales Solutions products before user on-boarding, the ability to export or delete user data will be available for entire contracts or on a by-seat basis, and administrators will be able to request export or deletion of their user data via a clearly documented request process.
For more detailed information, visit the LinkedIn Sales Solutions and The General Data Protection Regulation (GDPR) or the LinkedIn Data Processing Agreement.
5. Better Leverage “Who viewed your profile?”
A great place to find potential prospects is in your Who viewed your profile? page. On this page, you’ll see a list of users who’ve checked out your LinkedIn profile over the last 90 days. If you have a Premium LinkedIn membership, you’re able to see the full list of who has viewed your profile over the last 90 days, but with a free account, you’ll only see the last five people that viewed your profile.
You can check out each person to see if they may be potential prospects, and where relevant, you can follow up with a personalized connection request.
In addition to individuals, LinkedIn also shows you three of the top companies from which people have viewed your profile, as well as most popular job title of people viewing your profile, along with a listing of what search terms they used which saw you come up.
Leveraging this data can give you a comprehensive view of which companies people who are looking at your profile work for, and what positions they usually hold. If you notice a trend in the position or type of company that is viewing your profile, this may suggest a niche you previously hadn’t considered.
6. Increase Your LinkedIn Followers
You may or may not be aware, but LinkedIn also has a network size limit. Each user is restricted to a maximum of 30,000 1st-degree connections, and while for most, the limit is a number they ‘ll never have to worry about exceeding, for those who use LinkedIn for social selling, or who are working to establish their thought leadership, they may, at some point, exceed that number.
Thankfully, LinkedIn has provided a solution to this – the ability to follow users without connecting to them.
What this means is that you can save your “30,000 connections” for people you know, clients you work with and potential prospects, and follow others you’d like to learn from – while allowing others to follow you as well.
According to LinkedIn:
“Following someone on LinkedIn allows you to see the person’s posts and articles on your homepage without being connected to them. However, the person you are following won’t see your posts. You can reach a larger audience by allowing others to follow your activity and read what you’re sharing on LinkedIn.”
It’s important to note that your number of followers is actually a combination of your existing LinkedIn connections and the people who have clicked the Follow button. You can find your list of Followers by simply quickly on Manage followers in the Your Articles & Activity section of your profile.
On this page, you’ll see a list of the people who have followed you most recently. Here you can see the number of their followers and easily follow them back if you are inclined.
But just exactly how do you go about getting people to follow you on LinkedIn?
While there is definitely social proof that can be gained by the quantity of followers you have on LinkedIn, the goal is not to have the most followers, but rather to build your credibility as an authority on your topic. As you work to build your authority by posting regular status updates and long-form LinkedIn publisher posts, you’ll naturally gain new followers.
Below are four tips that will increase your followers, while also helping to establish your expertise.
a) Create High Value Content
I cannot stress enough the importance of ensuring that everything you share on LinkedIn is high-value – from the perspective of your potential prospects. Be aware that what you consider high-value, and what they believe is high-value, may be different.
There’s no better or faster way to build your authority, and grow your LinkedIn following, than through creating and sharing high-value content.
b) Focus on Your Topic(s) of Expertise
While the content you create must be considered high-value by your prospects, your best content will typically be on those topics you know best.
When you know a topic well, you provide deeper insights, and can share stories that people can relate to and remember most.
c) Write What You Are Most Passionate About
Passion is vital to creating great content that people will want to consistently follow or engage with – it’s what will consistently enable you to create valuable content.
Your passion is important as it is tied into why you do what you do, and how you communicate that message to your prospects and your LinkedIn network.
The clearer your message, and the degree of intensity with which you share it, plays a vital role in how it will be received.
d) Consistently Create & Share Content
Create and share content regularly, to increase your followers – whether you’re sharing insights, writing long-form Publisher posts, creating graphics, videos or posting curated content.
Consistently sharing content will, over time, increase the number of followers you have on LinkedIn.
7. Leave or Mute Group Conversations on LinkedIn
There are few things more annoying than being added to a large group conversation that you have no interest in. If and when this happens to you, I have just the tip you need.
LinkedIn makes it easy for you to modify the controls of each of your conversations. To edit the controls of an individual conversation, click the three dots located in the top right corner.
This will open a set of options, such as “Leave conversation”, “Mute conversation”, etc.
Sometimes you won’t want to leave the conversation, but rather to stop receiving notifications every time someone replies. You can do this by clicking “Mute conversation”.
In some cases, you’ll want to remember to come back to reply or deal with a message. In this case you can click “Mark as unread”.
If you have no interest in participating in a particular group message, you can leave the conversation. Doing this will totally remove you from the discussion, and stop you from receiving any new messages from the thread. To do this, select “Leave conversation”.
Once you’ve left the message thread, you’ll see this indicated in the message area. You’ll also not be able to rejoin the conversation once you’ve left.
You can take this a step further by deleting the message completely from your message inbox by selecting “Delete conversation”.
It is important to note that if you delete a conversation without first leaving it, you’ll still receive new replies and notifications added to the group message, so be sure to leave the conversation and then delete it.
If the message is outright spam, you can also report the conversation before you delete it.
8. Improve LinkedIn Advance Search Results with Boolean Search
LinkedIn’s Advanced Search allows for Boolean search parameters, which gives you the ability to filter your search more specifically to find exactly what you’re looking for.
You can do this by adding or eliminating elements from the search parameters – let’s say, for example, you wanted to find someone who was an expert in personal branding, and you used that as a key term in your search. Your search results would show anyone who has the words “personal” and “branding” in their profile, even if the two words were located separately. By adding quotes around “personal branding” your search results would only list those with the two words together.
Another example could be if you want to find someone that has expertise in both “social selling training” and “personal branding” – you could do a Boolean search like this:
“social selling training” AND “personal branding”
Adding the “AND” qualifier will group the two terms together, ensuring you see more relevant results.
Here’s a summary of how to use Boolean search in LinkedIn’s Advanced Search, and all of the different ways you can use it to get much more targeted search results.
If you’dd like to search for an exact phrase, you can enclose the phrase in quotation marks. You can use these in addition to other modifiers.
“social selling training”
If you’d like to do a complex search, you can combine terms and modifiers.
sales AND (trainer OR speaker)
(social selling training OR social selling trainer)
If you’d like to search for profiles which include two terms, you can separate those terms with the upper-case word AND. However, you don’t have to use AND – if you enter two terms, the search program will assume that there is an AND between them.
digital AND selling
digital+selling [You can also add a plus + in between the words with no space]
If you’d like to broaden your search to find profiles which include one or more terms, you can separate those terms with the uppercase word OR.
“Microsoft” OR “LinkedIn”
“Vice President” OR VP OR “V.P.” OR SVP OR EVP
If you’d like to do a search but exclude a particular term, type that term with an uppercase NOT immediately before it. Your search results will exclude any profile containing that term.
VP NOT director
(Google OR Salesforce) NOT LinkedIn
9. Take Advantage of LinkedIn’s Saved Searches Feature
If you find a search term that produces good search results using LinkedIn’s Advanced Search, you can continue to get results from it by saving that search.
This is a powerful tool because you’ll get search alerts directly from LinkedIn when people match that criteria. You can come back to these search results at any time and check for new potential prospects – you can then go through the relevant profiles and reach out to any that fit your criteria. Additionally, LinkedIn will send you an email once a week with any new profiles that match your Saved Search parameters.
This feature is currently available with both free and paid membership levels, but the number of saved searches you are permitted varies depending on which actual membership level you have. With a free account, you can set up three saved search results.
10. Personalize Connection Requests on LinkedIn Mobile App
One of the most important, and easiest, LinkedIn tips I can share is to personalize every connection request that you send out.
I get it, LinkedIn makes it very easy to accidentally send the default connection request, especially within the mobile app. You have to consciously avoid sending the default invitation and take a moment to write a personalized connection request.
This one LinkedIn tip will often be the difference between someone clicking “Accept” or “Ignore” in response to your connection request. If someone clicks “Ignore”, they’ll also have the option to select ‘I don’t know this person’.
WARNING: After as little as five people clicking ‘I don’t know this person’, your account could be restricted.
To send a personal connection request on your mobile device, go to the profile of the person you wish to connect with and click the three dots … to the far right of “Connect”.
This will open up a new window which will give you the opportunity to personalize your invite. You simply choose the relevant option, then submit your personalized connection request (in 300 characters or less).
No one has time to waste, which is why I hope you find the LinkedIn tips I’ve shared in this article helpful. My challenge for you now is to, over the next week, choose one or two of these tips and try them out to improve your efficiency and effectiveness on LinkedIn.
Source: Social Media Today
Twitter Implements Reach Restrictions on Anti-Social Tweets
Twitter has long been criticized for its lack of action against trolls and abuse, which many people would say significantly detracts from the Twitter experience. The problem, from Twitter’s perspective, is that many of the complaints about this type of behavior relate to issues which are not in violation of Twitter’s rules – just because you don’t like something, that doesn’t necessarily mean another user should be punished.
But it’s obviously a problem, and one Twitter is determined to work out – yet if they can’t use their regular suspensions and bans to help bring the wider community into line, how can the company create a more civil, engaging atmosphere, without restricting free speech?
The answer – or at least part of it – could lie in their new algorithm update, which will limit the exposure of tweets from accounts which see regular complaints.
As explained by Twitter:
“Today, we use policies, human review processes, and machine learning to help us determine how Tweets are organized and presented in communal places like conversations and search. Now, we’re tackling issues of behaviors that distort and detract from the public conversation in those areas by integrating new behavioral signals into how Tweets are presented. By using new tools to address this conduct from a behavioral perspective, we’re able to improve the health of the conversation, and everyone’s experience on Twitter, without waiting for people who use Twitter to report potential issues to us.”
The new changes, as noted, will only affect the presentation of tweets in search results and ‘public conversation’ – so, tweets within a larger reply or hashtag-based stream, not on individual profiles or within the timelines of your direct followers.
The updated signals Twitter will take into account on this include:
- Whether you tweet at large numbers of accounts you don’t follow
- How often you’re blocked by people you interact with
- Whether you’ve created many accounts from a single IP address
- Whether your account is closely related to others which have violated its terms of service
The idea is to use these measures as a means to detect those accounts which detract from the broader conversation, including bots and scammers looking to cheat their way to increased Twitter exposure.
And if you do fall foul of these rules, the reach impacts could be significant – your tweets will not be visible at all in public conversations or search. They won’t be removed (as they don’t violate Twitter’s rules), but they’ll be hidden behind a ‘View more results’ note – which, by Twitter’s thinking, will make the conversation better and more engaging.
And they might be right – based on the example above, you can see how removing those questionable replies would make this a better stream.
But there are potential flaws here too – maybe not enough to detract from Twitter’s broader efforts to eliminate such negative behaviors. But still, concerns nonetheless.
First, the positives – anyone who’s followed a hashtag stream on Twitter in recent times will know that it’s almost pointless trying to stay up to date with a happening, major event via tags, as they quickly get flooded with bots and junk. This new system could help fix this, as it will detect these questionable accounts and hide their tweets from view – which will definitely help improve Twitter’s newsworthiness.
There’s also, as highlighted in Twitter’s example, the benefit of improved discussion threads – really, it’s become something of a competition for certain operators to try and get the top comment on Donald Trump’s tweets, for example, in order to boost their exposure. Given many of these accounts would also fall foul of Twitter’s new regulations, it could see them disappear, again improving the discourse in the app.
But as noted, there are definitely some concerns, and social media marketers need to take note.
For one, this new system will be automated, and the affected accounts won’t (at this stage) be informed when they’ve been restricted. That means that if you fall foul of the system, you won’t even know – and because it’s automated, and not human-reviewed, that could enable competitors to cause you Twitter reach penalties.
How? By reporting you. What if a competitor wanted to limit your reach, so instead of buying followers, they paid some shifty provider to mass report your account? Enough reports and you’d think that might see you penalized – the lack of additional violations could possibly exclude this, but still, it is a potential concern (note: Twitter says that the breadth of measures taken into account should stop this from happening).
It will also mean that marketers will need to be more wary about tapping into trending news streams. Oreo made trendjacking a mainstream social media marketing tactic with their ‘dunk in the dark’ tweet during the 2013 Superbowl (if it wasn’t already), and it’s since become a key way to boost your reach, with targeted, themed content.
But a lot of those tweets don’t hit the mark – this new system will make trendjacking more risky, because if you do fail to connect, that could see you reported, blocked by individuals, and your reach then reduced as a result.
The answer here, of course, is that you should only tap into relevant trends, but even then, it does mean a higher level of risk.
And the other concern is, in addition to accounts not being notified when they’re penalized, is that their tweets will remain restricted till Twitter deems them worthy again. Twitter has some work to do on this front, which they acknowledge, as penalized accounts will need to know how they can recover from such penalties – and when they’re being penalized.
Overall, though, the new regulations should only impact a small number of accounts. Twitter says that less than 1% of accounts make up the majority of reports, and that these few accounts disproportionately detract from the user experience. As such, the bans shouldn’t be widely felt, but should be broadly noticed, improving the experience.
Twitter also notes that, in testing, the new system has resulted in a 4% drop in abuse reports from search and 8% fewer abuse reports from conversations. The benefits outweigh the potential negatives, but still, it’s a significant shift for the platform, and it’s worth monitoring the actual impacts, and being aware of the changes as they roll out.
Source: Social Media Today
10 Examples of Brand Storytelling (with Data) that Hit the Mark
Brand storytelling is a powerful way to build lasting connections with your audience.
Compelling stories engage consumers, elicit emotion and foster loyalty, forging a meaningful relationship that goes far beyond product and service.
These ten brands show us why it pays to tell data-driven stories.
Storytelling lies at the very heart of Airbnb’s marketing.
Their intricate understanding of their audience and creative use of consumer data has made it one of the most iconic brands of today.
Their messaging centres around community and local hospitality, tapping into holidaymakers’ desires for more local travel experiences.
For New Year’s 2015, the company told its story through an animated video, announcing that approximately 550,000 travelers had spent New Year’s Eve in one of their many rentals across 20,000 cities – a jump from just 2,000 guests 5 years previous.
Highlighting the most popular choices for AirBnB guests to ring in the New Year, New York topped the list with 47,000 travellers.
Just one example of how the brand uses data to tell engaging stories, AirBnB’s stories consistently resonate with its audience by bringing to life the things they care about – travelling and new experiences.
Spotify collects continuous data about what songs, playlists and artists its 30 million users select.
The music streaming service combines this information with listeners’ location data and demographics, using it to create original content for its Spotify Insights blog.
In May 2017, one post looked at ‘How Students Listen 2017’, using data to create an interactive microsite looking at how different colleges and universities in the U.S. listen to music.
The site revealed insights such as where the most listening took place, the diversity of the music listened to, and the most popular genres, with findings including the fact that Penn State had the highest percentage of ‘party playlists’ in the U.S.
Using internal data in this way helps brands like Spotify to create original stories based on insights that only they can access, helping them to differentiate themselves from competitors.
Google’s ‘Year in Search’ videos are released annually, using its data to communicate the terms most searched for, offering a ‘state of the nation’ perspective.
In 2016, the two-minute film reviewed the top searches of 2016 by showing footage of the year’s pivotal moments – both joyful and tragic.
In testing, viewer response proved ‘overwhelmingly positive’, and the film ranked in the top 1% of all ads tested in 2016. It was also the third highest scoring out of nearly 700 technology ads tested.
Google manages to evoke a strong range of emotions from viewers, tapping into events that have touched everyone in some way, using data to identify exactly what topics and events will engage its audience.
U.S.-based online real-estate marketplace, Zillow, has data on over 110 million homes, with information including value estimates, square footage, nearby amenities and aerial photographs.
The company leverages this data to create content.
As well as its more standard data-driven blog posts highlighting the best places for millennials to find affordable homes, or the best places to retire, the company also uses data to produce more quirky content.
In the run up to Halloween in 2016, it ran a blog post on the ‘20 Best Cities for Trick or Treating’, based on home values, how close homes are to one another, crime rate and the share of population under 10 years old.
This data was supported with an infographic illustrating the fact that Philadelphia, San Jose, San Francisco, Milwaukee and Los Angeles make the top five.
This creative use of insights to drive content shows how data can be made meaningful to your consumers, providing a dynamic and impactful storytelling platform.
Hinge is the dating app for singletons who are “over the game” of swiping.
Pitting itself against more established rivals like Tinder, it leverages the consumer data at its disposal to tell stories that resonate.
81 percent of Hinge users have never found a long-term relationship on any swiping app.
This is the insight that sparked an idea among the creative team, shaping their central story: The Dating Apocalypse.
Encouraging people to “escape the games and find something real”, it depicts a world of possibilities beyond the boundaries of the familiar.
“Dating apps have become a game, and with every swipe, we’ve all moved further from the real connections that we crave. So we built something better.”
This key message has become the core brand purpose, fuelling its out-of-home campaign, created by Barton F. Graf, that tells stories inspired by users.
“Humans generate meaningful connections by sharing their vulnerabilities with one another”, Ellery Luse, Strategy Director tells us. “But in a world where dating apps turn relationships into a game of hookups, truly putting yourself out there can be a little scary.”
Proof that one insight can spark a wide net of consumer-centric stories, Hinge shows us you don’t need to be as big as Spotify to strike the right cord.
The Canadian arm of the diaper brand, Huggies, knew that in order to compete with Pampers (the market-leader who, at the time, had 100% of Canadian hospital contracts), they needed to provide a tangible, emotional reason for mothers to choose them before arriving at the hospital to give birth.
The answer turned out to be in their own name: hugs.
Rooted in over 600 studies that proved hugs “help stabilize babies’ vital signs, build immune systems, ward off illness, and improve brain development”, the brand went on a mission to leave no baby unhugged.
The campaign hinged on two initiatives:
- Educate mothers on the importance of skin-to-skin contact with their babies.
- Ensure that Canadian hospitals had volunteer ‘huggers’ available for babies in need of hugs.
With sales soaring 30% in 2016 and an engagement rate 300% higher than industry benchmarks, this philanthropically-spirited campaign proves the power of using data to inform a story that resonates.
Every 6 hours, one person will die from melanoma in Australia.
This insight sparked global technology company IBM’s mission to use AI to “outthink melanoma” and champion early detection of the deadliest cancer down under.
Watson, the cutting-edge AI that was created, can detect melanoma with 31% more accuracy than the naked eye – something that can make all the difference for survival.
Launched in Bondi Beach during peak season, everyday Australians stood in front of a mirror and were analyzed by Watson, who determined and examined elements like age, gender and sunscreen coverage. If any risks or irregularities were spotted, the participant saw an on-site specialist for further treatment.
Over a single weekend, more than 800 people were helped, with 22% being referred for a follow-up appointment.
With Watson, IBM succeeded in proving itself as not only a first-rate tech brand, but one that actively cares about the health of its consumers.
In 2016, UK chocolate brand, Maltesers, set out to bring disability into the mainstream advertising arena.
Having uncovered the fact that 80% of disabled people feel underrepresented by TV and the media, Maltesers created a series of commercials inspired by real-life stories from disabled individuals, focusing on the universally awkward situations that unite us all.
The commercials continue to be a resounding success for the brand, which has seen an 8.1% uplift in sales and had the most viewed YouTube video in its history.
As a result of the campaign, 57% of consumerssaid Maltesers is changing the way people perceive disability.
It’s proof that tapping into diversity in an authentic way, backed by data, can have a real impact.
Home appliance brand, Whirlpool, discovered one reason for the reported 4,000 U.S. students dropping out of school every day.
The reason was these families couldn’t afford to clean their clothes.
In a bid to help, and tell a meaningful brand story, Whirlpool launched the Care Counts programme, focusing on installing washing machines and dryers in schools to increase the attendance of poorer students.
The participating schools identified those with a need for clean clothes and anonymously tracked their loads of laundry as well as their attendance and grades over the course of one year.
Once they’d been given access to washers and dryers, the brand found 90% of the tracked at-risk students had improved attendance rates with 89% also improving their class participation.
The campaign has also won a number of awards, including the Cannes Lions Grand Prix for Creative Data Collection and Research.
By using consumer research to identify a social cause to align with, Whirlpool was able to position itself as far more than just a home appliance brand.
Leading female lifestyle site, Refinery29, uncovered a shocking fact:
While 67% of American women are plus-sized, they make up less than 2% of the images we see.
To change this, the brand teamed up with Getty Images to produce a new collection of stock images that more accurately represented its audience.
Making them available for free, they urged their consumers to spread their message via a #SeeThe67 hashtag on social media.
These images are widely used across the Refinery29 site, which has formed a unique and distinctive brand message.
By using deep consumer insight to uncover exactly who its audience was, the brand could establish itself as one that stands up for its consumers, appeals to them in an authentic way, and involves them directly in its brand story.
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