Tag: data

Alexa, Protect My Privacy: Data Deletion Voice Commands Arrive for Amazon Voice Devices

Amazon has insisted for months that its voice-activated Alexa and Echo devices aren’t listening to your conversations. Now, in a move likely designed to offer more peace of mind, they debuted two voice commands developed to offer some protection.

“Alexa, delete everything I said today” will wipe your voice history for the preceding 24 hours, while “Alexa, delete what I just said” (a command which will roll out in the coming weeks) will erase the last utterance delivered to the device. Further, Engadget is reporting that an Alexa Privacy Hub is being launched and maintained to help users and prospective customers learn more about the product, review the privacy policy, and help them adjust their settings as needed.

To that end, these voice commands must be enabled. Current Alexa or Echo users must go into Alexa Privacy Settings, navigate to “Review Voice History,” and then toggle on the “Enable Deletion by Voice” feature. Absent that, any voice commands to delete will not work. Any smart home devices that are connected to Alexa can also have their history deleted, but that has to be done inside the privacy hub, manually.

This simplified method to delete recordings may (and should) be viewed as a win for privacy advocates and privacy-concerned consumers. Says TechCrunch about the change, “Amazon has offered the ability to delete recordings for a while now, but this brings the functional ability to the front with a simple command.” And as mentioned, Amazon insists that the command theoretically isn’t necessary; the company line has always been that they must be roused with a wake word, and any recorded information isn’t actually heard by the company or used to influence ad targeting or algorithmic arrangement.

However, it should be acknowledged that the deletion capabilities are limited (you’ll notice that there’s no “Alexa, delete my entire voice history” command), and users must be “in the know” to learn how to use it and must be diligent in doing so daily. AdWeek puts it simply: “the ability to simply ask Amazon’s assistant to delete its recordings is certainly easier than the status quo, but it still leaves the onus on consumers to protect their own privacy.”

Theoretically, this could change. Amazon has voiced openness to suggestions for additional voice commands and options for privacy, and continues to insist Alexa and Echo products are “built to protect your privacy,” and “provide transparency and control.” These latest moves demonstrate a literal vocal commitment to those principles.

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The post Alexa, Protect My Privacy: Data Deletion Voice Commands Arrive for Amazon Voice Devices appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/06/alexa-protect-my-privacy-data-deletion-voice-commands-arrive-for-amazon-voice-devices/

How T-Mobile Uses Data to Build A Better Experience

In order to make executive decisions on how to move forward and grow your business, you need data. Once you’ve acquired your data, it can be difficult to know what to do with it and utilize it effectively.

This is where Decoded Advertising comes in to play.

During #SMWNYC, the company’s CEO & Founder, Matt Rednor, discussed how he helped Tiffany Holland, Digital Marketing Enterprise Director at T-Mobile, collect and translate figures differently to the typical and misleading A/B technique. Together, they analyzed and understood them, experimented, and strategized.

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“T-Mobile has recently become a disruptor brand in the marketplace trying to be the un-carrier amongst the carriers,” Holland explained. “We are heavily customer focused.”

“Thoughful ignorance”

The ethos of Rednor’s Decoded Advertising is “thoughtful ignorance” and when it comes to marketing, “designing around what we don’t know is more valuable than building on what we know,” he says. “This is why it’s not just about using the data you collect but understanding it. The more we understand it, the more we can use it.”

Key factors to consider when working with data

Factors to think about when using data to drive campaigns include the mode of message, format, and tonality. “Can we make the offer more interesting if we articulate it in different ways? What is the right sequence for a particular campaigns progression and content creation? What are we offering? Employment or a community?” Rednor continued.

It is essential to separate the signals from the noise as you can often drown in too much data. Even by starting off collecting data from broader audiences, the aim is to move to more segmented in order to notice particular trends and inclines. “Certain benefits would work well with certain audiences,” Holland said when discussing T-Mobiles own campaigns.

A/B experimenting and marketing can find businesses averages, but these can often be misleading. Often polarizing figures can have the most impact when tended to. Delving into data further outlines circumstantial, indicative and red herring results.

Explore the full potential of ideas

Holland says they use data to expand minds around experimental design in order to explore the full potential of an idea.

For example, T-Mobiles senior discount campaign, targeted at those aged 55 years and over, explored their data on this particular demographic until they reached a resonation of them being savvy travelers and went beyond their initial stereotype. They went forward to incorporate this narrative within their advertising as well as taking their visual photography model a step further into the realms of illustration and then graphics. At the point of illustration, they saw a 200 percent increase in performance and 225 percent in graphics.

Holland concluded by saying, “None of this matters unless you embrace the data. When you have the data to prove what will work then it becomes really powerful and forces you to have conversations and be players and influencers in the brand market place. Think Big. Assume Nothing. Build that love.”

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The post How T-Mobile Uses Data to Build A Better Experience appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/05/how-t-mobile-uses-data-to-build-a-better-experience/

Here’s How Collective Bias Chooses Influencer Partners: Balancing Demographics with Data

There are a lot of factors to consider when selecting an influencer to work with on a marketing campaign.

Demographic, geographic, following and engagement, that it can be hard to identify the most important element.

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In a session hosted by Collective Bias: An Inmar Platform, Susan Borst, Vice President of Mobile at the Interactive Advertising Bureau (IAB), joined industry experts from Campbell Snacks, Dollar Shave Club, Wunderman, and Micah Jesse Media to discuss a number of topics surrounding the industry including choosing the right influencer for your campaign, restructuring the current influencer payment model, and changing the way we evaluate an influencer’s performance.

Choosing an influencer

Morgan Kaye, Director in Influencing Marketing at Dollar Shave Club says that, as conversion information isn’t available, they like to test, evaluate and optimize influencers and “lock them in” if they’re successful. “KPI’s are important but don’t just look at likes,” she advised, noting that community is more important than ever seeing as Instagram are considering removing the ‘like’ button.

Anna Ritchie, Head of Social Media at Campbell Snacks agreed with Kaye’s testing and learning incentive. “Really see if their content resonates with their audience. Influencers can create anything but it doesn’t mean they should,” she said.

Leah Logan, VP Media Products Strategy and Marketing at Collective Bias, noted that they see “almost 40 percent higher engagement when looking at performance metrics using an algorithm to predict performance. What’s missing is the ability to decipher whether the campaign is native to the persons handle.”

Micah Jesse, Founder of Micah Jesse Media has a following of 60,000 across the board and believes storytelling using the influencers unique voice is the most effective way to approach a campaign. He prefers to work with brands on a long-term basis and form partnerships. Global Head of Content at Wunderman, Tara Marsh, agreed. “It’s an eco-system and one thing leads to another. Try to avoid one click attribution.”

The next step

After selecting an influencer to work with, negotiating payment provides its own separate challenges when there is no set of explicit guidelines or a one-size-fits-all payment model.

Marsh stressed the importance of deciding whether to use an influencer like a publisher or an agency. “As an agency, you pay for time. As a publisher, you pay for an entire distribution platform,” she said.

Kaye mentioned it’s important to remember that when working with YouTubers, production cost must be considered. Dollar Shave Club pays flat rates and as the influencing industry evolves, this is something Kaye hopes to see more of, as opposed to basing fees on CPI.

Logan recognizes that environmental and social factors have drastic effects on post-performance, as well as timing, “We’ve spoken to a couple of influencers about paper models and they feel discouraged for this reason.” Kaye nodded in agreement, “a hybrid model would be best. A flat rate with a CPA.”

Determining whether an influence is worth their fee

Determining whether an influencer is worth their fee comes down to impact, value, and contextual significance.

Facebook considers major influencers to be those with more than 500,000 followers. However, these pose more as ambassadors than influencers; celebrities and a brand themselves, which may not bode well for specific products.

Micro and nano influencers are on the rise, specializing in niche areas and only working with brands they feel passionate about. That way, authentic content is created and audiences subscribe organically.

Marsh explained how influencers work on principles of persuasion: like, authority and reciprocity, as well as the exposure effect. “The more we are exposed to something, the more we like it. Like a song on the radio.”

Looking forward, they hope to see influencer marketing grow as a core part of marketing media plans and for brands to loosen the reins on creative briefs and adopt a more professional nature when it comes to pitching proposals.

There’s not a decent set of obvious tools to move influencer marketing into CRM yet, so this is yet to be seen, too.

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

WATCH OUR SMWLA 2019 PROMO

The post Here’s How Collective Bias Chooses Influencer Partners: Balancing Demographics with Data appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/05/heres-how-collective-bias-chooses-influencer-partners-balancing-demographics-with-data/

Here’s How Collective Bias Chooses Influencer Partners: Balancing Demographics with Data

There are a lot of factors to consider when selecting an influencer to work with on a marketing campaign.

Demographic, geographic, following and engagement, that it can be hard to identify the most important element.

Join SMW Insider to watch this #SMWNYC session

Subscribe

In a session hosted by Collective Bias: An Inmar Platform, Susan Borst, Vice President of Mobile at the Interactive Advertising Bureau (IAB), joined industry experts from Campbell Snacks, Dollar Shave Club, Wunderman, and Micah Jesse Media to discuss a number of topics surrounding the industry including choosing the right influencer for your campaign, restructuring the current influencer payment model, and changing the way we evaluate an influencer’s performance.

Choosing an influencer

Morgan Kaye, Director in Influencing Marketing at Dollar Shave Club says that, as conversion information isn’t available, they like to test, evaluate and optimize influencers and “lock them in” if they’re successful. “KPI’s are important but don’t just look at likes,” she advised, noting that community is more important than ever seeing as Instagram are considering removing the ‘like’ button.

Anna Ritchie, Head of Social Media at Campbell Snacks agreed with Kaye’s testing and learning incentive. “Really see if their content resonates with their audience. Influencers can create anything but it doesn’t mean they should,” she said.

Leah Logan, VP Media Products Strategy and Marketing at Collective Bias, noted that they see “almost 40 percent higher engagement when looking at performance metrics using an algorithm to predict performance. What’s missing is the ability to decipher whether the campaign is native to the persons handle.”

Micah Jesse, Founder of Micah Jesse Media has a following of 60,000 across the board and believes storytelling using the influencers unique voice is the most effective way to approach a campaign. He prefers to work with brands on a long-term basis and form partnerships. Global Head of Content at Wunderman, Tara Marsh, agreed. “It’s an eco-system and one thing leads to another. Try to avoid one click attribution.”

The next step

After selecting an influencer to work with, negotiating payment provides its own separate challenges when there is no set of explicit guidelines or a one-size-fits-all payment model.

Marsh stressed the importance of deciding whether to use an influencer like a publisher or an agency. “As an agency, you pay for time. As a publisher, you pay for an entire distribution platform,” she said.

Kaye mentioned it’s important to remember that when working with YouTubers, production cost must be considered. Dollar Shave Club pays flat rates and as the influencing industry evolves, this is something Kaye hopes to see more of, as opposed to basing fees on CPI.

Logan recognizes that environmental and social factors have drastic effects on post-performance, as well as timing, “We’ve spoken to a couple of influencers about paper models and they feel discouraged for this reason.” Kaye nodded in agreement, “a hybrid model would be best. A flat rate with a CPA.”

Determining whether an influence is worth their fee

Determining whether an influencer is worth their fee comes down to impact, value, and contextual significance.

Facebook considers major influencers to be those with more than 500,000 followers. However, these pose more as ambassadors than influencers; celebrities and a brand themselves, which may not bode well for specific products.

Micro and nano influencers are on the rise, specializing in niche areas and only working with brands they feel passionate about. That way, authentic content is created and audiences subscribe organically.

Marsh explained how influencers work on principles of persuasion: like, authority and reciprocity, as well as the exposure effect. “The more we are exposed to something, the more we like it. Like a song on the radio.”

Looking forward, they hope to see influencer marketing grow as a core part of marketing media plans and for brands to loosen the reins on creative briefs and adopt a more professional nature when it comes to pitching proposals.

There’s not a decent set of obvious tools to move influencer marketing into CRM yet, so this is yet to be seen, too.

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

WATCH OUR SMWLA 2019 PROMO

The post Here’s How Collective Bias Chooses Influencer Partners: Balancing Demographics with Data appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/05/heres-how-collective-bias-chooses-influencer-partners-balancing-demographics-with-data/

Turning Fans into Passionate Advocates: Insights from Shake Shack CMO Jay Livingston

“I want to turn us into better storytellers. Stories have been a big part of who we are. As you grow, you have to make a concerted effort to capture those stories as they’re happening,” said Jay Livingston, CMO at Shake Shack during the beginning of his #SMWNYC interview with Tanya Dua, Senior Reporter at Business Insider.

Join SMW Insider to watch this #SMWNYC session

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During the conversation, Livingston explored the company’s major growth over the years the major portion of which attributed to staying culturally relevant, constant collaborations, great food, and social activism. He also discussed his philosophy around agency partnerships and his thoughts on the role of data in shaping the customer experience.

Here are a few highlights from the interview:

Stay culinary, stay cool & stay relevant

Livingston proudly admitted that Shake Shack pays hardly anything for traditional advertising with the exception of small paid social budgets for awareness in new markets.

“We’ve paid for almost nothing, ever. “I’ll be really successful if three years from now I’m back here on this stage and we’ve had all of this growth and we still haven’t needed to spend money on traditional advertising because you open that tap, it’s hard to close it. I want to continue to tell our story in really innovative ways” he said.

One key way this is achieved is constant collaborations. As a recent example, Livingston pointed to an HBO partnership centered around Game of Thrones, which resulted in the release of the two fire-and-iced themed menu items: the Dracarys burger and the Dragonglass Shake in honor of the beloved series’ final season.

“We didn’t overthink it. We didn’t try to put a lot of money behind on it terms of marketing. We just thought it’d be a great thing on our menu and an exciting thing for our customers, especially those who are GOT fans,” said Livingston.

Another way in which Shake Shake grows organically is through staying culturally relevant. He explained the brand had a presence at this year’s Coachella both weekends and also had notable exposure during Stagecoach Country Music Festival. In addition, Shake Shack catered the after-party of the new Alec Baldwin film, “Framing John Delorean,” which was an effective opportunity for added exposure amongst A-listers.

“If we continue to do these three things really well, and our food is amazing, we won’t have to spend a lot of money on advertising,” he reiterated.

The evolution of data

“There’s a revolution right now in the way consumers eat… We could see delivery and pickup being 50 percent of the business within two to three years,” Livingston said on the topic of data and its growing role in the customer experience.

Everything from the way restaurants are designed and how customers order to how much energy businesses place into their mobile apps and web ordering experiences to selecting delivery partners — this is a space that is growing and becoming an integral way in capturing customer data and creating more personalized experiences.

Shake Shack hopes to keep as much of these systems and talent in-house, but as they go along will be an evolution for them to figure out as they find the right balance between what they can do themselves and what will require agency support.

Understand when partnering with an agency makes sense

“We have a lot to say about sustainability, the culinary process, and the food we serve. How can we capture the interest of audiences that didn’t expect to be interested in us?”

This is a very tight line for Shake Shack, admitted Livingston. When it comes to designing content, he prefers to keep as much in-house as possible with exceptions like working with Droga5 on its GOT campaign. To explain this further, he outlined a few key pros and cons to outsourcing talent to agency partners:

Pros:

  • They can get a ton of work done very quickly
  • They bring in a unique, outsider’s perspective through new talent and ideas

Cons:

  • They’re expensive
  • They never know you as well as you know yourself

“If authenticity is such an important part of the brand outsourcing your creative to someone else and not taking the time to learn it and build it inside, I think is a mistake, and ultimately doesn’t get you as good of a product,” he warned.

He didn’t deny the fact that as the company continues to grow there could be more engagement with agencies required, but until then, he views a lot of value from personally having one foot in the art and one foot in the science. In other words, being hands-on in the design, content, and storytelling development team and what their work ultimately shows in the way the brand presents itself to the world.

Pick your spot & get behind it authentically

“We want people to be able to express themselves with no limits,” said Livingston on how he ensures action is put behind the Shake Shack’s core values and interests including inclusivity and diversity.

For instance, the brand is deeply committed to its support of the LGBTQ community, he explained. “We’re going to decorate our offices in the West Village, we march in parades around the country and give Shack’s unique swag around pride.”

In addition, “All In” is a company effort targeted at promoting diversity and female initiatives. He explained how in the restaurant space it isn’t easy for women to earn senior-level roles and he hopes to make that path smoother for his employees.

More generally speaking, Livingston underscored that there are two sides to every issue, and understanding both vantage points before choosing a side is critical.

“When we go out we have to at least understand what the other is thinking; what’s motivating them; what’s driving them. I always encourage having both sides of the argument first, because then we can feel good about whatever we go out with.”

A key piece of advice Livingston left attendees with stemming from his experience as an angel investor, producing films, and prior roles at BARK and Bank of America was, “stay close to what’s happening in different companies and industries and learn from them.” In other words, sometimes the best inspiration can come from looking outside of your industry or category.

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

WATCH OUR SMWLA 2019 PROMO

The post Turning Fans into Passionate Advocates: Insights from Shake Shack CMO Jay Livingston appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/05/turning-fans-into-passionate-advocates-insights-from-shake-shack-cmo-jay-livingston/

Turning Fans into Passionate Advocates: Insights from Shake Shack CMO Jay Livingston

“I want to turn us into better storytellers. Stories have been a big part of who we are. As you grow, you have to make a concerted effort to capture those stories as they’re happening,” said Jay Livingston, CMO at Shake Shack during the beginning of his #SMWNYC interview with Tanya Dua, Senior Reporter at Business Insider.

Join SMW Insider to watch this #SMWNYC session

Subscribe

During the conversation, Livingston explored the company’s major growth over the years the major portion of which attributed to staying culturally relevant, constant collaborations, great food, and social activism. He also discussed his philosophy around agency partnerships and his thoughts on the role of data in shaping the customer experience.

Here are a few highlights from the interview:

Stay culinary, stay cool & stay relevant

Livingston proudly admitted that Shake Shack pays hardly anything for traditional advertising with the exception of small paid social budgets for awareness in new markets.

“We’ve paid for almost nothing, ever. “I’ll be really successful if three years from now I’m back here on this stage and we’ve had all of this growth and we still haven’t needed to spend money on traditional advertising because you open that tap, it’s hard to close it. I want to continue to tell our story in really innovative ways” he said.

One key way this is achieved is constant collaborations. As a recent example, Livingston pointed to an HBO partnership centered around Game of Thrones, which resulted in the release of the two fire-and-iced themed menu items: the Dracarys burger and the Dragonglass Shake in honor of the beloved series’ final season.

“We didn’t overthink it. We didn’t try to put a lot of money behind on it terms of marketing. We just thought it’d be a great thing on our menu and an exciting thing for our customers, especially those who are GOT fans,” said Livingston.

Another way in which Shake Shake grows organically is through staying culturally relevant. He explained the brand had a presence at this year’s Coachella both weekends and also had notable exposure during Stagecoach Country Music Festival. In addition, Shake Shack catered the after-party of the new Alec Baldwin film, “Framing John Delorean,” which was an effective opportunity for added exposure amongst A-listers.

“If we continue to do these three things really well, and our food is amazing, we won’t have to spend a lot of money on advertising,” he reiterated.

The evolution of data

“There’s a revolution right now in the way consumers eat… We could see delivery and pickup being 50 percent of the business within two to three years,” Livingston said on the topic of data and its growing role in the customer experience.

Everything from the way restaurants are designed and how customers order to how much energy businesses place into their mobile apps and web ordering experiences to selecting delivery partners — this is a space that is growing and becoming an integral way in capturing customer data and creating more personalized experiences.

Shake Shack hopes to keep as much of these systems and talent in-house, but as they go along will be an evolution for them to figure out as they find the right balance between what they can do themselves and what will require agency support.

Understand when partnering with an agency makes sense

“We have a lot to say about sustainability, the culinary process, and the food we serve. How can we capture the interest of audiences that didn’t expect to be interested in us?”

This is a very tight line for Shake Shack, admitted Livingston. When it comes to designing content, he prefers to keep as much in-house as possible with exceptions like working with Droga5 on its GOT campaign. To explain this further, he outlined a few key pros and cons to outsourcing talent to agency partners:

Pros:

  • They can get a ton of work done very quickly
  • They bring in a unique, outsider’s perspective through new talent and ideas

Cons:

  • They’re expensive
  • They never know you as well as you know yourself

“If authenticity is such an important part of the brand outsourcing your creative to someone else and not taking the time to learn it and build it inside, I think is a mistake, and ultimately doesn’t get you as good of a product,” he warned.

He didn’t deny the fact that as the company continues to grow there could be more engagement with agencies required, but until then, he views a lot of value from personally having one foot in the art and one foot in the science. In other words, being hands-on in the design, content, and storytelling development team and what their work ultimately shows in the way the brand presents itself to the world.

Pick your spot & get behind it authentically

“We want people to be able to express themselves with no limits,” said Livingston on how he ensures action is put behind the Shake Shack’s core values and interests including inclusivity and diversity.

For instance, the brand is deeply committed to its support of the LGBTQ community, he explained. “We’re going to decorate our offices in the West Village, we march in parades around the country and give Shack’s unique swag around pride.”

In addition, “All In” is a company effort targeted at promoting diversity and female initiatives. He explained how in the restaurant space it isn’t easy for women to earn senior-level roles and he hopes to make that path smoother for his employees.

More generally speaking, Livingston underscored that there are two sides to every issue, and understanding both vantage points before choosing a side is critical.

“When we go out we have to at least understand what the other is thinking; what’s motivating them; what’s driving them. I always encourage having both sides of the argument first, because then we can feel good about whatever we go out with.”

A key piece of advice Livingston left attendees with stemming from his experience as an angel investor, producing films, and prior roles at BARK and Bank of America was, “stay close to what’s happening in different companies and industries and learn from them.” In other words, sometimes the best inspiration can come from looking outside of your industry or category.

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

WATCH OUR SMWLA 2019 PROMO

The post Turning Fans into Passionate Advocates: Insights from Shake Shack CMO Jay Livingston appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/05/turning-fans-into-passionate-advocates-insights-from-shake-shack-cmo-jay-livingston/

Accenture’s Guidance for Driving Moments of Success: Put Down the Tech

With technology always growing and changing, it’s easy to get lost in the frame. Prioritizing your customer and their needs matter most, Accenture Digital’s Robert Harles told listeners during his #SMWNYC session, “Focusing on the Moments that Matter: How to Blend AI, Data and Experiential Design.”

“Brands have become integrated into the lives of customers. When they are in the moment shopping, they can intercept, give them content and put out messages, and social [media] is helping us do that in all kinds of ways and experiences,” said Harles.

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But how do you create lasting impact in context?

“That’s one of the hardest things to do as marketers — how do we do that better, and make sure the customer doesn’t get lost in the fray?”

The Love Index Survey

Accenture Accelerator studied customer impact and sentiment through their Love Index Survey. The study looked at the experiences buyers have in the moment, from research and discovery, to when they actually go shopping with the intention to buy something, all the way to check-out and register.

And they found that the moments are ongoing, even after check-out and receiving their order. It’s about what keeps them coming back?

The totality of experiences is not just basic customer relationship marketing (CRM), but what Harles calls “digital kisses on the cheek.” Every digital and real-life interaction, from when the customer first browses your website to when they decide to subscribe to the service or product, is relevant and matters.

“The experience customers want is to feel needed, understood, and that we know what they want. That we’re listening. How many of us as marketers really think about these experiences?”

The bigger picture: Moments that Matter

At the session, Chetan Kumar, Strategic Partnerships, Salesforce NA, Accenture Interactive, demonstrated this sentiment using Salesforce and Accenture Interactive app technology and data social studio tool.

They looked at the Love Index Survey to determine the “moments that matter” — every engaging inflection point along the customer’s journey from research to purchase and delivery.

“Social listening capability can track social sentiment — the capability to directly engage with and make the experience right,” said Kumar. “These are the moments that matter for the customer — how they felt during the whole retail experience.”

Accenture called their framework the “Customer Experience Engine” (CXE) a rich starting point that enables it to sort of “leapfrog” through months of data flow and collection, leveraging an existing system and accelerating market speed.

It frees an organization to focus on customer centricity. It enables full transparency of the whole customer journey in real-time.

Forget the tech

“As digital technologists, we have to think about human experience and sentiment as number one always. We worry about reach frequency, and less about real impact,” finished Harles.

“When we think about moments that matter, I encourage everyone to first put all the tech and platforms down, and look at it from the perspective of yourself. What do you really want when you walk in a store, or surf a website? Those are the things that really matter.”

Listen to the Leads2Scale episode featuring Robert below:

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

WATCH OUR SMWLA 2019 PROMO

The post Accenture’s Guidance for Driving Moments of Success: Put Down the Tech appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/05/accentures-guidance-for-driving-moments-of-success-put-down-the-tech/

When Using Social Listening, Have a Strong Social Support Team, Advises MailChimp

Mailchimp is a company that democratizes technology by taking complex pieces of software for small business and simplifies them so that they can use them.

According to Ben Chestnut, Co-Founder of Mailchimp, “Social is conveying the brand and turning it into an experience,” and in order to do this, you need to derive the data that’ll help you map the most effective strategy for specific brands.

This is where social listening comes in to play. Meltwater Social and tools alike show you spikes in conversations about your brand online as well as drops. Over a month you can calculate a daily and hourly rate of mentions of your brand with this information.

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During a #SMWNYC session hosted by Meltwater Social, Jason Maldonado, Senior Manager, Social Media, MailChimp, outlined some of the key things you can understand better with the help of a social listening tool:

What your customers want

Do they seek to be educated? Inspired? Is it product knowledge they’re after? Brand content? Real-time content and leadership? You can identify where your business should be positioning itself from this data.

Where your individuals are watching

You can focus on where your brand needs to be on social media channels based on where your audience are watching most. For example, Facebook drives the most traffic for MailChimp to their main site.

Who are they

What are their identities? Their culture? You can then decipher where your brand should be located, who they should be targeting and where you should you be investing time.

Your competitors’ strategy

Where are they present? What is their content strategy? Do they engage with users? What’s the posting cadence? Look to brands that you inspire to be, too. They help you craft yours and you learn from them; big corporations risk existing in a bubble.

What content is doing well in your field

Social listening gives you corporate updates and showcase. Is lifestyle content performing well or real-time advertising? Product education or product launches?

What days are good for promotion

You can conclude what days work best for different types of content and locate where you virtually need to be. For example, Monday mornings are good for news and Thursdays and Fridays demand more light-hearted content.

Who the influencers are in your space

Are they general industry influencers? Product influencers? Partner influencers? Lifestyle influencers? Translating agencies can work as influencers, too.

Maldonado predicts one billion monthly social media users by the end of 2020 and 4 trillion in retail commerce sales, too. What ties them together is that 60% of users have been influenced by a social media or blog post.

Above all, strong social support team is essential when using social listening to real-time to build a community to show that your brand cares.

“It starts with the data, then goes into publishing, and then back to the data itself. It turns full circle,” Maldonado said as she wrapped up the panel.

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Converting Brand Observers to Consumers Begins with Knowing Your Audience, Says SRW Founder Kate Weidner

During #SMWNYC, the experts behind fast-growing natural food brands including Love Good Fats, Calbee North America, and Shenandoah Growers came together for an insightful panel on Building Digital Communities That Convert, hosted by SRW Agency.

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Consumers who care about their health and eating habits expect transparency when it comes to nutrition. They want to know what they’re eating, why, and the easiest way to get a hold of the product when it comes to meeting and achieving personal goals. This is where natural food brands come in, with the ability to drive massive awareness and really connect.

Start with your audience

“It’s essential to know who your audience is, define their priorities, and always be authentic,” said panel moderator Kate Weidner of SRW.

Katharine Ashworth, from keto-friendly bars company, Love Good Fats, said that “audience testing” is a good strategy, even with a limited marketing budget. When you know your audience (for example, athletes and keto diet followers) by social listening and discovering what they’re talking about, both online and IRL, you can better understand what they need–and what would sell.

Decide what ‘conversion’ is really worth

“Engagement is the most important thing for Calbee North America,” shares marketing director Paul Laubscher. “Given that we’re healthy food brands, competing against a lot of shiny things, when we look at engagement we’re really looking at dwell time. That time that turns consumers from an observer, to an advocate.”

Put simply, brands (not just healthy food ones) can convert their observers to advocates by talking like real people, providing both helpful product and quality customer service.

Maintain the message

Nadine Williams of Shenandoah Growers, a natural herb company, says brands should also “maintain a fun tone of voice” with the strong content messages — a consumer-first mentality.

“Look at your messaging from your target audiences point of view,” Williams shared. “How does your message tie into what they want? This helps you maintain an amazing relationship. We satisfy their need, and are selling a product because that need exists.”

Don’t just collect data, analyze it

Marketing tools like A/B testing, geo-fencing, and location-based correlation can help you collect data, these health experts finished, but ultimately it’s about understanding what it all means. That’s what will get investors on board.

Williams concluded the session with an audience Q&A and the final words: “Understanding the data and how you’re going to use it, will help you actually use it.”

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How Data & AI Are Shaping the Future of Storytelling

It’s safe to say artificial intelligence is no longer a buzzword and well on its way to permeating virtually every industry. In 2018, verticals like healthcare, legal, automobile, and agriculture leveraged machine learning and AI-driven platforms, tools, and applications to bring efficiency to their operations, fuel new innovations, and enhance customer experience.

In 2019 and beyond, this rapid growth is expected to continue as companies aim to extract further value and competitive gains from the data they gather.

By 2022, research firm Gartner forecasts that AI-derived business value will approach $3.9 trillion and decision support and augmentation AI technology will represent 44 percent of the total global AI market value.

How can we use data to better tell the stories that highlight our brands as the go-to options for our audiences? What are the best practices for testing and optimizing our stories? How can we utilize AI to understand competitors’ movements, personalize campaigns, and integrate the pioneering changes of the digital landscape into our storytelling tactics?

At #SMWNYC the world’s leading storytellers and brands will come together to grapple with these burning questions amongst others as part of our 2019 theme. Names to bookmark include Postmates, Entrepreneur, Linqia, Sprinklr, and Huge, whose panels will encompass a variety of tracks such as Data Decision Making, AI vs. Humanity, and the Future of Brands.

There’s still time to join these speakers and many more in New York this spring (April 30-May 2, at the Sheraton New York Times Square) at 10% off the walkup price– so act fast, and look toward a future of data-driven storytelling with us!

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WATCH OUR 2019 PROMO

The post How Data & AI Are Shaping the Future of Storytelling appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/03/how-data-ai-are-shaping-the-future-of-storytelling/

How Data & AI Are Shaping the Future of Storytelling

It’s safe to say artificial intelligence is no longer a buzzword and well on its way to permeating virtually every industry. In 2018, verticals like healthcare, legal, automobile, and agriculture leveraged machine learning and AI-driven platforms, tools, and applications to bring efficiency to their operations, fuel new innovations, and enhance customer experience.

In 2019 and beyond, this rapid growth is expected to continue as companies aim to extract further value and competitive gains from the data they gather.

By 2022, research firm Gartner forecasts that AI-derived business value will approach $3.9 trillion and decision support and augmentation AI technology will represent 44 percent of the total global AI market value.

How can we use data to better tell the stories that highlight our brands as the go-to options for our audiences? What are the best practices for testing and optimizing our stories? How can we utilize AI to understand competitors’ movements, personalize campaigns, and integrate the pioneering changes of the digital landscape into our storytelling tactics?

At #SMWNYC the world’s leading storytellers and brands will come together to grapple with these burning questions amongst others as part of our 2019 theme. Names to bookmark include Postmates, Entrepreneur, Linqia, Sprinklr, and Huge, whose panels will encompass a variety of tracks such as Data Decision Making, AI vs. Humanity, and the Future of Brands.

There’s still time to join these speakers and many more in New York this spring (April 30-May 2, at the Sheraton New York Times Square) at 10% off the walkup price– so act fast, and look toward a future of data-driven storytelling with us!

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

WATCH OUR 2019 PROMO

The post How Data & AI Are Shaping the Future of Storytelling appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/03/how-data-ai-are-shaping-the-future-of-storytelling/

How a Culture of Collaboration Between Brands and Marketers Leads to Business Results

Burger King Global CMO Fernando Machado believes marketing is a combination of logic and magic, and that creativity is a driving force to build brands and achieve business results.

When asked by Viacom Head of Ad Solutions Sean Moran, whom he sat with for a fireside interview at CES, about the fine line between the art and science parts of marketing, Machado said we need both. “Everyone has the same data. So, if you’re just managing by data, you’re probably not doing anything that its very different,” he said.

Earlier, during a keynote presentation, Machado cited Mark Zuckerberg’s “the biggest risk is not taking any risk” quote, and encouraged the audience of brand marketers to “let the idea grow” and “trust uncertainty” as ways to achieve the kind of creative breakthrough that moves the needle for brands.

During the subsequent fireside Q&A, the Burger King CMO also embraced data, which he says his team uses to “come up with insights.” “We test everything to make it better,” he said, adding that even though they tend to be more conservative “when there was a lot of media money,” in most cases, they took calculated risks as long as they were on brand/brief.

Moran noted that Machado’s ability to tap into the zeitgeist to revamp a culturally connected brand like Burger King wouldn’t have been possible without the right team. Machado credited his agencies, which he affectionately calls “my partners in crime.” “I hate the expression client/agency,” he’d said adding that he liked to think of brand and agencies as a unified “brand team.”

This way of “creating a culture within the organization,” as Moran described it, has given Burger King its most-recent brand wins, such as the Google Home Whopper, McWhopper, and Chocolate Whopper campaigns, which in many cases originated in the company’s regional offices. “When you set up reactions through results, people feel they are empowered to do more,” Machado said.

When Machado highlighted Burger King’s star-studded chicken strips campaign, Moran asked him about his take on influencer marketing. “I don’t have anything against celebrities or influencers as long as it’s authentic,” the Burger King CMO said. He added that five years ago he would’ve been focused on finding someone who has the most reach, now he’d go for someone smaller as long as the influencer has “an authentic history or affinity with the brand”.

Lastly, the top marketers addressed the way technology is changing QSR. “We still have a lot to do regarding CRM,” Machado, who admitted to having come to CES to learn best practices, said. “I wish we would’ve been here for many years back,” he concluded.

The fireside interview between Sean Moran, Head of Ad Solutions of Viacom, and Fernando Machado, Global CMO of Burger King, was conducted as part of the annual Brand Innovators “Brands Bet on Digital” Conference which was held in Las Vegas in conjunction with the Consumer Electronic Showcase (CES).

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http://socialmediaweek.org/blog/2019/02/how-a-culture-of-collaboration-between-brands-and-marketers-leads-to-business-results/

How Social Media Giants Leverage Big Data And ML To Serve Users Better

The growth in social network popularity continues posthaste. As of 2018, the number of social media users exceeded 3 billion, and it doesn’t seem the situation is going to change overnight.

To get people hooked and deliver wow user experiences, Facebook, YouTube, LinkedIn, and other big players apply the cutting edge of technology, with big data solutions being the go-to option. Underpinned by artificial intelligence (AI) and machine learning (ML), these solutions let social media thoroughly analyze large amounts of user data, derive actionable insights, and, in turn, deliver hyper-personalized offerings.

And this is just one example of how machine learning solutions can be implemented in the social network environment. Read further to find out how giants like Instagram, Twitter, and Reddit are taking this advanced tech up another notch.

Instagram: In a fight against trolling

Coming in sixth on the list of most popular social networks worldwide, Instagram aims to make the platform as tolerable as possible. For this purpose, they capitalize on DeepText, Facebook’s “learning-based text understanding engine that can comprehend, with near-human accuracy, the textual content of several thousand posts per second.”

Before going live, the system was trained on at least two million comments and categorized them into segments like “bullying, racism, or sexual harassment.” Now, users just have to turn on automatic and manual filters in their account settings if they want to activate offensive comment functionality.

Image source: geek.com

To determine tone and intention, i.e. give the target word or phrase an appropriate interpretation and distinguish between abusive language and constructive criticism (across cultures and languages), Instagram’s AI also carefully studies the contextual meaning of surrounding words.

Besides, DeepText assists Instagram in detecting spam. Empowered by huge data assets and human input, the system identifies fake accounts and cleans up their spam comments on posts and live videos. This feature is currently available in nine languages, but the social media behemoth is working toward expanding this list.

To improve its AI system’s accuracy and avoid becoming an over-sanitized platform, Instagram continues gathering and analyzing new data sets.

Twitter: A step toward engaging users

Twitter, another social media giant, banks on ML to make the grade in image cropping. By using data from eye trackers, Twitter trains its neural networks to predict the areas users might want to look at — which are usually faces, text, animals, and other salient image regions.

As neural networks for saliency prediction tend to be too slow and cumbersome to make smart auto-cropping in real time, Twitter splits the process by using two techniques. The first one, knowledge distillation, is employed to train a smaller network to imitate the more powerful one and make a prediction based on a set of images and third-party salient data. The second technique, Fisher pruning, is used to delete features or parameters that are in some sense redundant, while lowering the computational cost.

Such a smart combination allows Twitter to obtain much more runtime-efficient architectures for saliency prediction and to crop images as soon as they’re uploaded — 10x faster than in a vanilla approach. This makes the uploaded photos more engaging and positively impacts the overall user experience.

Below is an example of how Twitter’s shift from a face detection to a saliency prediction algorithm redefined image cropping.

Image source: blog.twitter.com

Reddit: In a bid to improve website search

For Reddit — a vivid hub of internet news, pics, stories, memes, and videos — advanced search is of top priority. So it stands to reason the social media giant implements the best of tech to increase its searching capabilities and provide users with a custom-fit stream of high-quality content.

Aimed to make its search relevant, fast, and easy to scale with the platform’s growth, Reddit employs Lucidworks’ AI-based platform called Fusion. This helps the company successfully tackle the challenge of updating their indexing pipeline — by pulling together data from several sources into one cohesive canonical view. Also, Reddit not only indexes new post creations, but also updates their relevance signals in real time — based on votes, comments, etc.

The partnership with Lucidworks has given Reddit impressive results:
1. There was a 33% increase in posts indexed.
2. The reindex of all the website content slashed from 11 to 5 hours.
3. The error rate was down by two orders of magnitude, with 99% of search results served in under 500ms.
4. The number of machines needed to run search dropped from 200 to 30.

On top of that, Reddit excelled in boosting user experience and keeping operational costs down. Here’s how the tech stack of the revitalized search platform looks like now:

Image source: redditblog.com

A final word

From crafting personalized offers to fighting spam to enhancing search, machine learning delivers business value to an array of social media platforms. Facebook, Instagram, Twitter, and others have already found the ML-enabled solution to reap these benefits. Have you?

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The post How Social Media Giants Leverage Big Data And ML To Serve Users Better appeared first on Social Media Week.

http://socialmediaweek.org/blog/2019/01/how-social-media-giants-leverage-big-data-and-ml-to-serve-users-better/

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/

Learn How To Empower Your Brand With Data At SMWLDN

Likes, shares, mentions, retweets, comments… the ups and downs of these numbers are the metrics of a brand’s performance. But, why does it matter, anyway?

These numbers — all under the name of social media data — provide insights into your brand’s strategies and engagement with users, and that’s why social data is being constantly monitored, gathered and interpreted.

For brands aiming to gain a deeper insight into their platforms’ data, and be better informed about future social decision making, Social Media Week is here to help. At the 9th annual Social Media Week London this month, we’ve prepared for you an amazing lineup of social data expert who will be talking about decision making based on data.

Among them is Gareth Owens, UK Managing Director of Linkfluence, who wants to show you the real business impact of the new social analytic tools and methodologies, in session How Social Data Helps Brands to Create Business Opportunities. Ashleign Smith, Head of Social at PHD, will also tell you how to unlock social data’s potential of being a fundamental yet powerful tool in planning, in session Unlocking the Social Rhythm: Social Data and its Impact on Planning. We also have two panels hosted by NetBase and Wayin to discuss real-time and personalized data.

By attending these and many more insightful sessions, you will learn:

  • What are the demographic and behavioral insights we can get from audience’s social data
  • How to access audience insights and use them to fuel campaign activities
  • How to merge online and offline behaviors for brand tracking
  • How to build smarter strategy and channel planning with data
  • How social insight-driven planning can be brought to life across multiple channels

And of course, we have so many more for you to explore besides data at Social Media Week London, so don’t miss out on the chance to learn from the top of the industry! You still have time to secure your pass today at socialmediaweek.org/london.

The post Learn How To Empower Your Brand With Data At SMWLDN appeared first on Social Media Week.

http://socialmediaweek.org/blog/2018/11/learn-how-to-empower-your-brand-with-data-at-smwldn/

FBI Request For Twitter Data May Have Overstepped Legal Guidelines

The FBI appeared to go beyond the scope of existing legal guidance in seeking certain kinds of internet records from Twitter as recently as last year, legal experts said, citing two warrantless surveillance orders the social media company published on Friday. Twitter said its disclosures were the first time the company had been allowed to…

http://fortune.com/2017/01/27/fbi-twitter-data-legal-guidelines/

Register for Free to see the Konica Minolta Business Seminar at Introbiz Expo 2016 in under 1 months time…

About the Konica Minolta Business Seminar at Introbiz Expo 2016 this November. Konica Minolta presents – “Managing Information at the Speed of Technology” Day by day, the amount of information is growing exponentially: Document files, e-mails, online materials, invoices, and many more – all of this accumulates to a massive data volume. Unstructured information, often not […]

http://passionateaboutnetworking.com/2016/10/16/register-for-free-to-see-the-konica-minolta-business-seminar-at-introbiz-expo-2016-in-under-1-months-time/

Register to see the Konica Minolta Seminar at Introbiz Expo 2016

About the Konica Minolta Seminar Konica Minolta presents – “Managing Information at the Speed of Technology” Day by day, the amount of information is growing exponentially: Document files, e-mails, online materials, invoices, and many more – all of this accumulates to a massive data volume. Unstructured information, often not classified, is stored in different places. […]

http://passionateaboutnetworking.com/2016/09/23/register-to-see-the-konica-minolta-seminar-at-introbiz-expo-2016/

Adobe Doubles Down on Marketing Analytics

Adobe adbe is following up a record quarter with an ambitious data-sharing initiative being introduced on Tuesday at its annual customer conference. The effort, dubbed the Adobe Marketing Cloud Device Co-op, is one of several ways the software maker plans to use sophisticated marketing analytics to distinguish its strategy from those of big rivals, such…

http://fortune.com/2016/03/22/adobe-marketing-analytics/

Infographics tips…

New post on Online Marketing Hub

25 Ideas to Transform Ho-Hum Infographics into Something Extraordinary
by christopherjanb

A few weeks ago here on Copyblogger, Demian Farnworth presented the infographic as the Salvador Dalí of content marketing — the most interesting person at the cocktail party.

More than just a superficial presence, an infographic is a significant asset pillar with diverse possibilities that help you grow your media empire.

Today, let’s equate the Internet to the world of pop music. In this case, infographics are The Beatles.

They’re irresistible. They create massive hits. At their best, they balance style and substance.

They can be relentlessly imaginative. And like John, Paul, George, and Ringo, they can communicate sophisticated ideas to a mass audience.

Yep, they’re lovable. How lovable?

The factoid below comes from a 2012 infographic by NeoMam Studios.

Even stories about infographics sizzle. I wrote “The Most Important Thing You Need to Know About Infographics” and it climbed to the number one spot on my chart last year.

Before we brainstorm infographic ideas, let’s discuss why infographics work.

Why do we love infographics?
Here are 15 reasons I’ve assessed:

They’re so webable. First, I must offer my theory and ask you to live with my funny new word. Although data visualizations exist in traditional media, they’ve exploded in the digital age because they perfectly suit new media and the devices we use to consume information.
We’re visual creatures. The fun, interactive infographic, “13 Reasons Why Your Brain Craves Infographics,” makes this case with powerful data points.

They simplify complex ideas. Infographics aid comprehension by pairing text with straightforward pictures.
They’re easy to share. We love to share information we find valuable. It feeds our appetites for being conduits of wisdom. Creators and publishers of infographics encourage you to share their content and often simplify the process by providing code you can embed on your website.
They’re familiar. The general recipe for infographics features ingredients we’re comfortable with: illustrations, icons, charts, diagrams, and captions. The familiarity speaks to us and obliterates any objections.
They travel well. Infographics are multi-screen portable. They translate nicely to slides and also tend to work on paper.
They’re fast. Up above, in Number Two, you see an interesting data point about how fast we’re able to process visual information. The process of reading takes time. Given our short attention spans, the speed with which we can absorb visual information makes infographics attractive.
They’re less taxing. A related, but slightly different idea than the one above about speed is we give ourselves a little break when we digest information aided by visuals. We encounter a lot of information daily. We can only read so much. The data below comes from:
Welcome to the information age — 174 newspapers a day, The Telegraph.
Measuring Consumer Information, International Journal of Communication, Vol 6.
How Little Do Users Read?

People thrive on data. We’re drawn to data and proof points. I like this presentation from Juice, Inc. that explains how data drives exploration, understanding, presentation, discovery, motivation, learning, and above all, “doing.”
They tell stories. A lot of infographics use storytelling tactics including characters, conflicts, problems, and resolutions. Stories hold our attention as we relate to characters and go on journeys with them.
They promote branding. When infographics are republished, a brand travels with the image, which usually includes a logo and URL.
People search for them. Because they’re so useful (and often entertaining), people search for infographics, as evidenced in the statistic presented above. Since search engines can’t index the content within an image, headlines often appear with the explicit label “Infographic”.
People collect them. Do you do this? I sure do. I stash infographics for safekeeping on Pinterest and in my swipe files if I suspect I’ll want to reference them (or use them) again in the future.
They dominate the page. I believe one of the many factors that make infographics appealing is they tend to dominate a webpage.
They’re generally large and colorful. Unlike plain text, infographics defeat distractions and help us focus on the content.
Ready to create your own infographic?
Here are 25 infographic types, themes, and concepts:

Process. Create an infographic to explain a process. They’re ideal for breaking down and simplifying a multi-step process that may otherwise appear intimidating.
Comparison. These images may include sections such as: before and after, this vs. that, old way vs. new way, us and them, etc.
Timeline. Infographics help illustrate the evolution of a subject matter.
Roundup. Various types of roundups, such as quotes, reviews, favorites, etc. can be presented as a collection.
Components. Just as it’s useful to break down a process into steps, you can decouple the components of just about anything to aid understanding, i.e., an engine, recipe, or team.
Instructions. Use an infographic to simplify complex tutorials or communicate how to complete a task.
Charts and tables. Simple charts or tables featuring icons or images representing a topic create visual interest.
Categories. Take any category of interest to your audience and tell a story with an infographic. Check out one of my favorites, “The Genealogy of Pop/Rock Music”. Amazing.
Study of a “universe.” Produce massive visual collections on: beers, bands, books, bikes, beaches, etc. Here’s The Ultimate Infographic on Infographics from Curata.
Warnings. This popular article style tends to be irresistible. A list of dangers, myths, or mistakes is a powerhouse for infographics, too.
Metaphor. I love it when an interesting metaphor presents a concept. I bet you do too.
Résumé. Job hunting? The résumé as an infographic is such an engaging idea, services such as vizualize.me and kinzaa.com have sprung forth.
Report. Research and survey results offer great value in traditional report formats, but the same information, or highlights from it, make compelling infographics.
Product or service. You may not score a viral hit with an infographic that showcases what you sell, but you’re likely to have an engaging tool that presents your goods to potential buyers.
Trend. Showcasing a trend in an infographic makes a newsworthy story even more fun.
Past to present. This is another timeline idea that displays the history of a topic.
Place or event. Any place (from a nation to a campground) or any event (from a war to a conference) can be summarized in an infographic.
Guide. A rather obvious theme, I know, but any “how to” begs to be transformed into an infographic.
Family tree. These can be downright intoxicating. You can use a tree, flow chart, or similar symbols to explain relationships.
Cause and effect. You probably see a “this caused that” form of presentation more than you realize. It’s simple and smart.
Biography. Perform a search for “biography of Steve Jobs infographic” and you’ll discover some amazingly creative graphics. Study them for inspiration.
Story. Simple one here. Tell a story, like a picture book.
Manifesto. This approach can be a stellar branding tool. Write a manifesto that defines what you stand for and have a great designer create an infographic that makes you proud.
List. Don’t ignore this age-old, can’t-miss tactic for communicating fascinating, useful content.
Acronym. Spell out an acronym or abbreviation, with pictures, of course, and you’ll have a double-whammy simplification of a robust idea.
Grow your audience with infographics
Which type of infographic will you make to reach and educate a larger audience?

Share your thoughts about incorporating infographics into your content strategy over on Google+.

Editor’s note: If you found this post useful, we recommend that you read How to Make Winning Infographics Without Risk by Demian Farnworth.

Flickr Creative Commons Image via Saad Faruque.

About the Author: Barry Feldman operates Feldman Creative and provides clients content marketing strategies that rock and creative that rolls. Barry also authors “Content Marketing Minds” at Social Media Today, and he was recently named a Top 40 Digital Strategist by Online Marketing Institute and one of 25 Social Media Marketing Experts You Need to Know by LinkedIn. He recently released a comprehensive strategic workbook “The Planner for Growing Your Business with Effective Online Marketing.” If you would like a piece of his mind, visit his blog, The Point.

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For more on the post about Infographics article including some Infographics see:
http://omhub.wordpress.com/2014/10/14/25-ideas-to-transform-ho-hum-infographics-into-something-extraordinary/

The post about Infographics page is posted “By Mike Armstrong”