Category: Marketing Company Cardiff

Why Brands Need to Challenge the Conventional Wisdom of Social

At Social Media Week London 2018, Aaron Goldman, Chief Marketing Officer at 4C, presented a live quiz in which he challenged the audience to think twice about social data. In his session, “You Think You Know, But Are You Sure?” Aaron focused on the assumptions and brand associations and how they directed people away from the truth.

In this clip, Aaron talks about why social behaviors can be deceptive.

Read the full recap and watch his session on SMW Insider.

Learn the latest trends, insights and best practices from the brightest minds in media and technology. Sign up for SMW Insider to watch full-length sessions from official Social Media Week conferences live and on-demand.

The post Why Brands Need to Challenge the Conventional Wisdom of Social appeared first on Social Media Week.

http://socialmediaweek.org/blog/2018/12/why-brands-need-to-challenge-the-conventional-wisdom-of-social/

What Can Nielsen’s Latest Report on Second Screen Usage Mean For Marketers?

In 2012, a Pew survey drew our attention to what they called “the rise of the connected viewer.” In it, they observed that a number of people “have used their phones recently for engagement, diversion, or interaction with other people while watching TV.” Six years later, this practice is even more common—although, according to Nielsen’s latest report on the topic, these screens serve a somewhat different purpose.

Nielsen’s report reveals that 45% of surveyed adults “very often” or “always” use a digital device like a phone or tablet while watching TV; another 28% reported doing so “sometimes.” This represents a significant percentage of the TV viewing population who is actively dividing attention across screens. Yet while the Pew survey of 2012 points to diversion as a reason for the second screen, Nielsen’s seeing more on the side of engagement and interaction. In reviewing the results, TechCrunch noted that “we’re using the second screen to augment the overall TV viewing experience, not detract from it.”

These findings fall in line with Pew’s March 2018 study reporting how many consumers identify as being “constantly online.” One in four Americans, and nearly 40 percent of those aged 18-29, feel as though they never stop actively using mobile devices like smartphones, tablets, and others. According to their research, “Other demographic groups that report going online frequently include college-educated adults, black adults, adults who live in higher-income households and non-rural residents.” This feeling of being constantly captivated by a smaller screen would necessarily include the time we spend engaging with bigger, or other, screens.

So what else are we doing while watching TV? Among the highlights from the survey:

  • 71% use their phone or tablet to look up something related to what they’re watching
  • 41% use it to message someone via text, email, or social media about what they’re watching
  • 35% shop for a product or service they’ve seen in an ad
  • 28% write or read social media posts related to the content they’re viewing.

These details can guide marketers and brands toward meaningful action on social media during the peak times of viewing (9pm-10pm, regardless of whether the content being viewed is live or time-shifted). Live posting during prime time programming, providing tidbits or fun facts about popular shows and connecting them to your brand could save viewers time when looking for these details on their own. Capitalizing on a mention of your brand in a program (Whole Foods did this expertly when they became a plot point on the second season of Netflix’s Master of None in 2017) could bring new customers into your orbit. Offering special deals to coincide with the happenings of a certain show might attract new fans. Even finding ways to signify that you know what people are watching, and that you’re enjoying it or share common questions, could endear you to followers who watch popular programming.

The report also shares insight on multi-screen usage in tandem with audio (streaming music, podcasts, etc.), though the complexity of listening and engaging with a screen makes it a far less common activity. 53% report never combining the two, and only 4% say they do so “very often.” So when it comes to coordinating marketing and branding efforts with audio, commenting on recent album releases or podcasts could be useful, but is less likely to have the simultaneous reach of that with TV.

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The post What Can Nielsen’s Latest Report on Second Screen Usage Mean For Marketers? appeared first on Social Media Week.

http://socialmediaweek.org/blog/2018/12/what-can-nielsens-latest-report-on-second-screen-usage-mean-for-marketers/

Proposed Data Care Act Will Hold Tech Companies – And You – Accountable for the Details They Collect

The General Data Protection Regulation (GDPR) laws sent American companies doing business internationally into a flurry of activity in 2018, scrambling to ensure that their practices were compliant with the EU-originated laws to secure (and notify users about the use of their) data. As breaches become more common at American tech companies, there have been murmurs about US-based legislative efforts. The latest, the Data Care Act, was announced last week “to stop the misuse of users’ personal data.”

What The Data Care Act Will Do

The bill, championed by Hawaii Senator Brian Schatz, and co-sponsored by 14 other Democratic senators, looks to the fiduciary responsibility of other professions who deal heavily with data but are bound to protect it: namely bankers, doctors, and lawyers. All of these professionals have largely managed to avoid the frequency and scope of data breaches that have been seen at companies like Facebook, Google, Amazon, and others. In the absence of regulatory practices like oaths and licensing, Schatz’s proposed bill places enforcement power in the hands of the Federal Trade Commission (FTC). “One of the reasons I like using the FTC is they’re hard-nosed regulators that know what they’re doing and have not become a political lightning rod,” Sen. Schatz said to TechCrunch upon the announcement of the bill.

For marketers, this proposed scrutiny of data and user information, this creates an added challenge insufficiently securing any personal details you get from consumers and prospective consumers. At last month’s Social Media Week London, Wayin’s Rich Jones expressed excitement about this challenge, insisting that the personal connections they’ll require to customize experiences “will make us better” as marketers. Looking ahead to strategies that responsibly use the information companies are given through forms and social listening, he insisted: “fundamentally, consumers need to have protection over their own data.”

Care, Loyalty, and Confidentiality

The details of the Data Care Act’s initial draft are deliberately vague, choosing to instead outline a general trio of duties for tech companies who collect and utilize customer data. “From my observation and experience, the moment we’re too prescriptive in the statute about what’s allowed and not allowed, the general councils and chief software engineers will sit down and start to code around it,” Schatz said. In his mind and the minds of his co-sponsors, a better approach is to “lay down broad principles and then empower the expert agency,” which will allow the legislation and penalties to evolve along with the industry.

A duty of care calls upon these companies to protect your information to the best of their ability, and to promptly tell users about breaches that expose sensitive data. A duty of loyalty would ask these companies to “not use individuals’ identifying data in ways that harm users. And a duty of confidentiality would hold any third party companies using this data, through either a sharing or sales agreement, accountable for similar safety of user information. For brands and marketers who make regular use of acquired data in this way, this duty of confidentiality is the most germane piece of the proposed legislation. Unlike other forms of legislation that have been proposed (such as Senator Ron Wyden’s proposal to jail tech execs whose companies are breached), the Data Care Act will rely on fines and other civil penalties to enforce the rules against companies who decline to comply.

What Comes Next?

The Data Care Act isn’t the only legislation aiming to protect the safety of our data; other GDPR-like legislative measures, as well as state-specific efforts in California and Illinois, have surfaced in recent months. And while it’s worth noting that presently this bill only has official support from Democrats, Schatz has said he doesn’t sense any “instinctive” pushback from his Republican or Independent counterparts at present. He has, however, garnered “cautious” support from some data privacy organizations. This bill’s most likely competition will likely come from a bipartisan effort co-sponsored by Democratic Senator Richard Blumenthal and Republican Senator Jerry Moran, though no text has yet been released for their efforts.

Ultimately, Schatz suspects the bill will most likely end up being part of a bipartisan package that aims to address internet privacy on a national level. And in an age where privacy seems highly desirable and also increasingly difficult to ensure, thoughtful and comprehensive legislation on the issue matters. How marketers use the information they acquire, be it directly from consumers or with the help of tech companies, matters. “It is not realistic in today’s digital world to suggest that people could simply forgo online services and websites if they object to the way their data is being used,” said Senator Maggie Hassan (D-NH), one of the bill’s co-sponsors. “This commonsense legislation establishes a legal obligation for online service providers to act in the best interests of consumers so that people can trust that their data is being protected and used responsibly.”

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The post Proposed Data Care Act Will Hold Tech Companies – And You – Accountable for the Details They Collect appeared first on Social Media Week.

http://socialmediaweek.org/blog/2018/12/proposed-data-care-act-will-hold-tech-companies-and-you-accountable-for-the-details-they-collect/

SMWNYC Adds The New York Times, 360i, and Code and Theory to Lineup

We’re excited to share that we’ve received a record number of session and event submissions from Social Media Week devotees for next April’s event! Thank you to everyone who took the time to share their expertise with us.

As we continue to develop the final schedule, we’re pleased to reveal a trio of new additions to our lineup. These capable and innovative speakers join already announced leaders from Refinery29, Doner, and Salesforce. Your last chance to join us at 25% off the walkup price expires this Friday, December 21st.

Abbey Klaassen plays a critical role on 360i’s executive steering committee guiding direction and strategic decisions for the company. Abbey leads national practices including Marketing, New Business, and Amazon Marketing (a capability she developed for the agency), and acts as executive sponsor for key client accounts. During her tenure at Advertising Age, Abbey spearheaded the launch of Ad Age Digital, transforming the outlet into a digitally led news source for advertisers and marketers.

Dan Gardner is the Co-Founder of Code and Theory, a creative agency that designs products and brand experiences across platforms. Founded in 2001 with Brandon Ralph, it’s currently one of the largest remaining independent digital creative agencies in the U.S. Gardner has created multi-platform design systems for clients like Comcast, MobiTV, and NBC, and has helped launch and redesign some of the biggest media properties in the world, including Vogue, Mashable and The Verge.

Sebastian Tomich was named global head of Advertising and Marketing Solutions at The New York Times in November 2017. In this role, he guides the strategy and revenue generation of the entire advertising team across media, partnerships and services, including T Brand Studio (the Times’s commercial content studio which he launched and developed), ad innovation, marketing solutions and sales. In 2017 he was named an Ad Age “40 Under 40” and in 2014 he was named to Ad Age’s “Creative 50.”

Dan, Abby, and Sebastian are only the latest additions to a slate that will continue to grow into the New Year. You’re not going to want to miss the talks, roundtables, and networking taking place at our flagship event. Rates go up after Friday, December 21st, to join us in New York- so don’t wait, register to attend today!

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

The post SMWNYC Adds The New York Times, 360i, and Code and Theory to Lineup appeared first on Social Media Week.

http://socialmediaweek.org/blog/2018/12/smwnyc-adds-the-new-york-times-360i-and-code-and-theory-to-lineup/

SMWNYC Adds The New York Times, 360i, and Code and Theory to Lineup

We’re excited to share that we’ve received a record number of session and event submissions from Social Media Week devotees for next April’s event! Thank you to everyone who took the time to share their expertise with us.

As we continue to develop the final schedule, we’re pleased to reveal a trio of new additions to our lineup. These capable and innovative speakers join already announced leaders from Refinery29, Doner, and Salesforce. Your last chance to join us at 25% off the walkup price expires this Friday, December 21st.

Abbey Klaassen plays a critical role on 360i’s executive steering committee guiding direction and strategic decisions for the company. Abbey leads national practices including Marketing, New Business, and Amazon Marketing (a capability she developed for the agency), and acts as executive sponsor for key client accounts. During her tenure at Advertising Age, Abbey spearheaded the launch of Ad Age Digital, transforming the outlet into a digitally led news source for advertisers and marketers.

Dan Gardner is the Co-Founder of Code and Theory, a creative agency that designs products and brand experiences across platforms. Founded in 2001 with Brandon Ralph, it’s currently one of the largest remaining independent digital creative agencies in the U.S. Gardner has created multi-platform design systems for clients like Comcast, MobiTV, and NBC, and has helped launch and redesign some of the biggest media properties in the world, including Vogue, Mashable and The Verge.

Sebastian Tomich was named global head of Advertising and Marketing Solutions at The New York Times in November 2017. In this role, he guides the strategy and revenue generation of the entire advertising team across media, partnerships and services, including T Brand Studio (the Times’s commercial content studio which he launched and developed), ad innovation, marketing solutions and sales. In 2017 he was named an Ad Age “40 Under 40” and in 2014 he was named to Ad Age’s “Creative 50.”

Dan, Abby, and Sebastian are only the latest additions to a slate that will continue to grow into the New Year. You’re not going to want to miss the talks, roundtables, and networking taking place at our flagship event. Rates go up after Friday, December 21st, to join us in New York- so don’t wait, register to attend today!

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

The post SMWNYC Adds The New York Times, 360i, and Code and Theory to Lineup appeared first on Social Media Week.

http://socialmediaweek.org/blog/2018/12/smwnyc-adds-the-new-york-times-360i-and-code-and-theory-to-lineup/

SMWNYC Adds The New York Times, 360i, and Code and Theory to Lineup

We’re excited to share that we’ve received a record number of session and event submissions from Social Media Week devotees for next April’s event! Thank you to everyone who took the time to share their expertise with us.

As we continue to develop the final schedule, we’re pleased to reveal a trio of new additions to our lineup. These capable and innovative speakers join already announced leaders from Refinery29, Doner, and Salesforce. Your last chance to join us at 25% off the walkup price expires this Friday, December 21st.

Abbey Klaassen plays a critical role on 360i’s executive steering committee guiding direction and strategic decisions for the company. Abbey leads national practices including Marketing, New Business, and Amazon Marketing (a capability she developed for the agency), and acts as executive sponsor for key client accounts. During her tenure at Advertising Age, Abbey spearheaded the launch of Ad Age Digital, transforming the outlet into a digitally led news source for advertisers and marketers.

Dan Gardner is the Co-Founder of Code and Theory, a creative agency that designs products and brand experiences across platforms. Founded in 2001 with Brandon Ralph, it’s currently one of the largest remaining independent digital creative agencies in the U.S. Gardner has created multi-platform design systems for clients like Comcast, MobiTV, and NBC, and has helped launch and redesign some of the biggest media properties in the world, including Vogue, Mashable and The Verge.

Sebastian Tomich was named global head of Advertising and Marketing Solutions at The New York Times in November 2017. In this role, he guides the strategy and revenue generation of the entire advertising team across media, partnerships and services, including T Brand Studio (the Times’s commercial content studio which he launched and developed), ad innovation, marketing solutions and sales. In 2017 he was named an Ad Age “40 Under 40” and in 2014 he was named to Ad Age’s “Creative 50.”

Dan, Abby, and Sebastian are only the latest additions to a slate that will continue to grow into the New Year. You’re not going to want to miss the talks, roundtables, and networking taking place at our flagship event. Rates go up after Friday, December 21st, to join us in New York- so don’t wait, register to attend today!

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

The post SMWNYC Adds The New York Times, 360i, and Code and Theory to Lineup appeared first on Social Media Week.

http://socialmediaweek.org/blog/2018/12/smwnyc-adds-the-new-york-times-360i-and-code-and-theory-to-lineup/

New Account Features Are On the Way for Instagram Influencers

Influencer marketing is far from dead, and Instagram’s latest beta test is out to prove it. Recognizing that their unique community of creators and influencers was poorly served by their business profile options, the platform is currently testing a new type of profile for its influencer community. The statistics it makes available for creators helps them hone their content strategy, but also could make it easier for brands and marketers to vet prospective collaborators.

The Hollywood Reporter was the first to share the news of Instagram’s pilot program, currently being tested by a “small group of high-profile” users. Designed to attract a different type of user from their verified user status, its analytics and features were developed to more efficiently track growth and impact. Prior to this, influencers could track certain metrics with a Business account, but many found it an ill fit for their needs.

Creator accounts aim to make this fit between influencers and the platform a more seamless and intuitive one. “Growth Insights” will give creators daily and weekly data about how many followers they’ve gained and lost, flexibility over how they’d like to be contacted, and the ability to rank pending requests by either time or relevance. Several additional features, like the ability to filter feeds and DMs, feel similar to those offered to verified Twitter users; in a space where increased visibility can come with a cost, these sorts of features allow highly visible individuals more control over their experience on the app.

Ashley Yuki, a product manager for Instagram who oversees media solutions and IGTV, recognizes how powerful Instagram can be for influencing the purchasing and behavior patterns of their nearly 1 billion users. “We want to make sure that Instagram is the best place, and the easiest place, to build fan communities and also build [creators’] personal brands.” The testing and eventual deployment of Creator accounts is the first step toward that goal; Yuki has not ruled out additional steps in the near future.

Creator accounts will likely give marketers and brands an easier method by which to assess prospective influencer partners. With the ability to see consistency in followership over time across posts, Stories, and IGTV, brands can make more educated decisions about who they develop relationships with. Amy Luca of theAmplify spoke at Social Media Week London about a need to better vet and assess the influencers that brands and marketers choose to build relationships; as companies aim to mature the strategies they use to collaborate with these powerful creators, it’s a pleasant development to see their platforms of choice developing along with it.

Join 100,000+ fellow marketers who advance their skills and knowledge by subscribing to our weekly newsletter.

The post New Account Features Are On the Way for Instagram Influencers appeared first on Social Media Week.

http://socialmediaweek.org/blog/2018/12/new-account-features-are-on-the-way-for-instagram-influencers/

Twitter Reports Security Flaw Which May Have Exposed User Data

Twitter has reported an issue which may have exposed selected user information to those seeking it out.

https://www.socialmediatoday.com/news/twitter-reports-security-flaw-which-may-have-exposed-user-data/544563/

NAACP Calls on Members to Boycott Facebook in Protest Over Political Interference

NAACP has called on its members to log out of Facebook and Instagram for a week as part of protest action against the social media giant.

https://www.socialmediatoday.com/news/naacp-calls-on-members-to-boycott-facebook-in-protest-over-political-interf/544562/

Facebook Provides Video Monetization Best Practices, Disincentivizes Sharing of Repurposed Clips

Facebook's looking to expand its video ad monetization options, while also outlining plans to take action against less engaging practices.

https://www.socialmediatoday.com/news/facebook-provides-video-monetization-best-practices-disincentivizes-sharin/544560/