Tag: data

Social Media Analytics in Uncertain Times: Maintaining Agility and Brand Affinity

An important goal of brands especially at this moment in time is staying consistently informed, in real-time, in order to adapt quickly to changes. In a special #SMWONE session dedicated to this topic, panelists from NetBase Quid, Walt Disney Television, Nutrisystem, ITC Limited, and Match Marketing explored why trend analysis and baseline metrics are crucial to being agile in uncertain times.

Here are the primary insights and takeaways:

  • Always start with a question: what are you trying to find out?
  • Don’t overlook Reddit, blogs and other forums for information
  • Don’t be afraid to take a look at the messaging you have already out there

How sentiment analysis can boost efficiency

Regarding one of his clients Scotties Facial Tissues, SVP of Strategy at Match Marketing, George Conboy, stated, “There’s a lot of emotion around facial tissues right now. NetBase Quid’s insights allow us to explore the emotions of the business for our client and connect with audiences more meaningfully.” Before there was more concern around the functionality of such paper products like weight and given the recent state of the world, there’s been a huge shift away from things in weight in tissues to an emphasis on emotion allowing Match to change the direction of its marketing.

In a similar vein but for a separate client, OZO, Match has been able to connect more effectively with people who express interest in experimenting with plant-based meats as they resort to cooking and dining in more often and look for healthy alternatives while being stuck at home. “The adoption curve has accelerated. We can talk to people a little further along the path so it’s more triggering behaviors versus education where we would have been a couple of months ago.”

The role of social data in shaping broader strategies

Nutrisystem’s Social Customer Care Manager, Ryan Baker, described how the importance of social listening is key for the company to keep a finger on the pulse around how people are feeling and see what they are discussing and ensure their message is appropriate. This is key as the company not only competes in the weight loss category but the meal delivery space as well.

“Sentiment analysis is big for us. We’re tracking that across Nutrisystem and South Beach Diet, which we also own. We can compare this data monthly, quarterly even yearly to confirm certain findings.” ITC’s Nand Poddar also echoed the role sentiment analysis plays for his business “NetBase Quid’s social conversations allow us to measure the sentiment of social posts around consumer anxieties and help us better understand consumer emotions and trends.”

Walt Disney Television’s Libba Peromsik, on the other hand, shared that for Disney social listening can get you insights faster which can be integral in guiding strategy and tactics. For instance, using these insights to choose the new bachelor for the hit show. “With NetBase Quid’s social listening tools we have our own instantaneous focus group with quick answers to questions around our TV Shows,” she shared.

Identifying real-time marketing opportunities and planning ahead

Aside from sentiment analysis and staying ahead of the competition, social media data can play a pivotal role in maintaining flexibility in campaign timing — helping you pivot messages as needed to keep it personalized and authentic and inform critical business decisions in real-time.

“For my industry especially people post as they watch, so I can match social conversations minute by minute to what is happening on-air and pinpoint what is the driving most-desired or least-desired reactions and leverage that for future marketing efforts,” said Peromsik. In some cases, a decision needs to be made immediately and social is the best way to get that feedback. “There could be backlash about a casting announcement and something controversial about their past that came up or maybe they tweeted something and we can use social to understand the impact of the backlash and gauge whether it’s a small but vocal group driving the conversation or is it something bigger to address.”

For Baker, Conboy, and Poddar, social listening will be core to their strategies in learning more about what the lasting behavioral change will be post-COVID. “If there’s a negative impetus for change it tends to not be permanent,” said Conboy. For Baker and Poddar there’s a growing curiosity as to whether there will be a drop in grocery delivery and where the trend of eating in the home versus dining out will ultimately net out.

“Social listening has opened up to me the importance of areas such as Reddit. If you go down the rabbit hole enough you can find a lot of marketing opportunities there, added Baker.

As a few parting insights, Baker and Conboy shared, “Don’t be afraid to take a look at the messaging you have. You may be doing everything perfectly and appropriately.” Further, start with a question. What are you trying to find out? This may evolve as you go deeper but as a guidepost, this question is a solid place to start as you use social listening.

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The post Social Media Analytics in Uncertain Times: Maintaining Agility and Brand Affinity appeared first on Social Media Week.

http://socialmediaweek.org/blog/2020/06/social-media-analytics-in-uncertain-times-maintaining-agility-and-brand-affinity/

Humanity, Trust and Communication: The Keys to Balancing Creativity and Data

Collaboration between data and creative experts requires early and clear communication. For marketers, this entails exploring beyond the traditional industry disconnect between data and creative. A sound strategy is often the bridge between the two disciplines, but early data integration future proofs a creative success for brands.

During #SMWONE Grey‘s Justine Armour, Beth Rolfs, and Kenny Gold were joined by Twitter’s Tom Chirico to explore the challenges and proven solutions to a successful partnership of the two disciplines for insight-driven creative and why this balance, now more than ever, is integral in driving meaningful engagement.

Here are the primary insights and takeaways:

  • Bigger doesn’t always equal better
  • Balanced communication and trust lead to work that impacts culture
  • Data needs humanity now more than ever

Insights are Breadcrumbs of Human Behavior

“An insight is built from observable human truth — and it uncovers the why,” shared Rolfs. This “why” can carry many different meanings depending on the context — but it’s a why that offers audiences that information that makes them have the special realization moments of “I feel that deep down,” or “why didn’t I think of it that way?”

Chirco, in agreement, offered an example of where insights truly served as the breadcrumbs of behavior when Twitter partnered with Disney to launch the new Frozen II trailer resulting in a live event that streamed for 24 hours where people could watch at any point and tweet along with fellow Frozen fans as well as the cast and creative directors behind the film. “In this instance, data gave us these really interesting nuggets of behavior and layering these on conversations and in real-talk, with parents, we realized we were onto something.”

The underlying power of data partnering with creativity is being able to break category norms, connect with new audiences, and gain a foundational knowledge that translates into a powerful cultural dialogue. This applied in this case study and also applies when you’re building creativity off of purchasing behavior explained Gold pointing to Grey’’s work with Gillette in the “We Believe” campaign.

Debunking the Rivalry

All of the panelists agreed that the conjured up image of a magic versus logic battlefield simply wasn’t accurate and there are no winners. Both Gold and Rolfs reiterated that the work is stronger when done in collaboration and there is a recognition that they are chasing the same dream. “As a data person, there’s a tendency for me to get too in the numbers. Creatives have taught me to focus on the audience you’re presenting to on a deeper level.”

Chirco described his merged team that merges both data and creative functions into one line of reporting in a “hand-in-hand” Batman and Robin fashion. “In real-time, we’re tweaking their ideation and research fluidly in early rounds and there is an implicit trust between both groups in this process.”

Echoing the notion of fluidity, Gold added, “Creating amazing campaigns is like a symphony…Every movement in every song is different…Our ability to understand when to move together and give the space to breathe is when we make the best music.”

Humanized Data Brings the Spark

What makes data interesting? When it humanizes the story. This doesn’t always necessitate using the data that has the most volume. “Bigger isn’t always better. The data that has the most volume is often the most obvious and therefore not the most useful,” explained Rolfs. Rather, the smaller data points and conversations on the surface are more impactful.

“Data helps you understand that social media is nuanced and the creativity you build needs to be nuanced to land better once it’s out in the world and reach people in the right way,” added Gold. In short, data allows you to pick the right channel at the right moments. With this said, there needs to be balanced communication and implicit trust between the creative and data parties in order to navigate this journey.

Chirco offered the analogy of data as putty, serving as the mold that forms the creative instincts. Alone, it simply won’t come up with the idea but serves as the critical foundation that gives shape to the campaign and keeps it whole. Armour added to this reiterating data’s role as inspiration, the spark, as opposed to a mandate. When this happens, the work feels too scientific and lacks room for the spontaneity that will allow the message to cut through the clutter.

The Evolution of Data and Creativity: Post-COVID

When reflecting on the current state of marketing and what a post-COVID world would look like in respect to balancing data and creativity, the group was unanimous that more than ever data needs to be grounded in humanity.

“Data needs to have that counterbalance of humanity and creativity to help it fit the times we’re dealing with. If we just go out there with the gut emotional feeling you’re going to get what you’re seeing is a lot of montages.”

Rolfs agreed underscoring marketers should look to the fringes for more meaningful information and put the challenge on unearthing consumer behaviors “Behavior is our richest territory. Right now culture feels a bit muted, but so many interesting new behaviors evolving outside of everyone just staying home and connecting with our family. It’s bigger than the obvious message and immediate data.”

A key takeaway from these points: As we look ahead, it’s incumbent on marketers, especially creatives, to think outside of the box to use data to create not re-create.

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http://socialmediaweek.org/blog/2020/06/humanity-trust-and-communication-the-keys-to-balancing-creativity-and-data/

Using Data to Make the Most of Social Media Conversations in an Uncertain Time

“What is my role? is the one question that every brand should ask before they make their next social movement.”

Henk Campher, VP of Corporate Marketing at Hootsuite, is passionate about connection. Henk heads Hootsuite’s global marketing strategy, with the goal of driving brand awareness and market leadership. He is fairly fresh to the role, and he brings 20 years of experience storytelling for some of the most reputable brands around the world, crafting compelling stories that change behavior. Brand awareness and leadership part and parcel to a brand’s integrity, and there are plenty of examples of the method perfected.

During #SMWONE, he discussed how we might reimagine the use of social media in an uncertain world.

Here are the primary insights and takeaways:

  • By year’s end, half of the world will be online
  • Two-thirds of consumers identify as ‘beleif-driven’
  • Social media isn’t just using a megaphone, it’s 1-on-1 conversations

For individuals, a smaller circle often means economic survival. It’s tightknit efforts with like-minded family and friends all combining their work to contribute toward a greater good. For business, an ever-widening circle of customers means economic survival. So how can these two groups coexist in a natural, unforced, and symbiotic way? Social media.

It’s an overused saying, but it is still the truth: We’re more connected now than ever. By the end of 2020, we’ll find half of the entire world on social media—this is more than just a moment, this is the new normal.

As brands seek to join the social media conversation, they must remain true to their audience and true to themselves by asking What is my role? Like State Farm, are they a good neighbor? Or are they more like Gym Shark and a daily coach? Perhaps a cheeky friend to grab a beer with, like Burger King? Before all else, establishing a brand’s role in the conversation keeps it flowing smoothly. If you want to enter the larger conversation, you must do it authentically.

Getting involved in the bigger conversations

The real talk is happening on social media, in public forums and in DMs. Having a voice in that conversation powerful for a brand. It’s a matter of being aware that the conversation is happening, realizing what matters to customers, and staying in the moment. A fine-tuned brand identity will create the blueprint for exactly how and when to comment on any given situation—if at all.

Creating experiences to remember

Maya Angelou said it best: people will forget what you said, people will forget what you did, but people will never forget how you made them feel. Social media engagement is an opportunity to create a memory of a shared experience that will resonate. There’s a growing sentiment that consumers want to hear from people just like them. A modern brand might add in communication from fellow buyers or even employees. One on one private chats lend to the overall emotional experience of being connected, and “emotion impacts loyalty more than anything else,” Henk adds.

Going deeper with data

Henk advises against being “like the awful guy at the party who only talks about himself” as a brand. Social media is a tool for connection that goes both ways. The best communicators are good listeners. Advanced analytics, like those offered by Hootsuite, make brands smarter and faster than their competition who isn’t listening. Through social listening, you can ask the important questions: How well is this brand loved? What are competitors talking about? Is our customer happy? This emotional data deepen efforts to foster authentic and valuable communications.

Henk mentions Bimbo as an example of a successful social listening stand out. In the U.S, Bimbo launched a special edition of its Gansito in a red velvet flavor. Bimbo had never considered doing something similar in Mexico, as the much-loved cake had not changed its original recipe since its creation in 1957. Word had got out in Mexico that the U.S had a special edition of the Gansito and the Mexican consumers were furious that the product wasn’t available locally. ‘Gansito Red Velvet’ became a viral trending topic across the whole of Mexico.

Bimbo brought the limited edition product to Mexico and experienced immediate double-digit percentage sales increases. Listening is a powerful tool.

Beginning a conversation with open ears and a strong sense of brand creates an environment conducive to authentic dialogue. Analyzing communications develops messaging even further. Social media is a powerful tool for growth and research, but at its heart, it’s still a means for connection.

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Live from Living Rooms, Live from Los Angeles: How iHeartMedia Pivoted to Virtual Events

Among the core values that iHeartMedia aims to address with their programming are connection, community, and experiences. So seeing a tweet from a virtual prom attendee, gushing over the fact that she got added to a new group chat at the end of the night, had to make their Los Angeles Digital Programming Director Michelle Lin feel good.

“[We’re trying to] make it so we don’t miss out in the community to celebrate,” Lin said, as she talked about the massive task of rethinking events and engagement in the wake of COVID-19. Alongside Netbase Quid’s Robyn Lindars, Lin shared with #SMWONE attendees what it’s looked like to reimagine the role of radio stations in the community, in a digital space.

Here are the primary insights and takeaways:

  • Don’t go dark because you can’t figure out a way to connect.
  • Amplifying key information is key to forging online communities
  • Dats is important to adapting thoughtfully and responsibly

Data-Driven Adaptation

In Los Angeles, which recently extended its shelter-in-place orders to late summer, Lin has had to focus her team’s digital work to address four goals:

  • Providing news, entertainment, discussion and interaction daily;
  • Demonstrating sensitivity toward their audience and providing comfort;
  • Filling voids that have presented themselves in the wake of the pandemic; and
  • Creating consistent and sponsorable content that drives engagement.

These are tall orders to achieve, all while transitioning a team that was accustomed to in-person engagement and collaboration to working from home, but it was a challenge that Lin’s former life as a biologist equipped her for. “Whether it’s biology or entertainment, data is important.” Armed with the data that NetbaseQuid’s Brand Pulse provided, she was able to adapt thoughtfully.

From Chaos to Community Building

Lin cited a comparison of frequently used terms from iHeart LA’s target audience, and pointed out a clear shift from fear and chaos, to one of adaptation and community. The tone and scale of programming, she said, were heavily informed by how people were posting online. “This,” she said, referring to the lockdown and its impact on daily life, “is becoming normal in a way. This has become our life, until it’s not.” With that in mind, outreach went from amplifying key information to finding ways for listeners to gather online. Their guiding question: what is the need, and how can we fill it?

They filled it with virtual interviews to replace the frequent in-studio interviews that would take place under normal circumstances, created happy hours and game nights to meet listeners where they’re quickly learning to gather, and used existing talent to craft branded DJ mixes on Instagram a la DJ DNice. Manageable successes in these arenas paved the way for big wins in programming efforts to follow.

Live in Your Living Room: The Concert for America and Virtual Prom

On April 6th, FOX broadcast of iHeart Radio’s Living Room Concerts for America, one of the first efforts to create nationwide live programming – and has built up the confidence for countless other offerings from other networks. Lim’s team played a part in bringing this event to life, not only to replace the normally in-person iHeart Awards, but also as a heartfelt opportunity to generate giving to Feeding America and the First Responders Children’s Fund. The success of this event drove them to seek opportunities for similar event programming on a local level.

The result? 102.7’s KIIS Virtual Prom, held under #KIISVirtualProm and featuring appearances from Dillon Francis, Joe Jonas, Lewis Capaldi, and host Ryan Seacrest. The metrics from this event were encouraging: over 2000 social posts, nearly 34,000 engagements, and 212 million potential impressions. The highly positive reception for the event is giving Lim and her team hope that later efforts, including a forthcoming event to celebrate the 50th anniversary of Pride, will yield an engaged and appreciative audience.

Both Lim and Lindars are encouraged by what has come from paying close attention to these insights. And both insist that these sorts of virtual events, while at times intimidating, are worth trying. “The worst thing would be to not do any kind of virtual event,” Lim shared. “Don’t go dark because you can’t figure out a way to connect. Just try.” As we learned in the session from the KIIS prom tweet showing a connection made in an otherwise lonely time, you never know who might gain something invaluable from your effort.

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Here’s How to Use Data to Speed Up Your Marketing Decisions

Now more than ever it’s important for marketers to make smarter data-driven decisions. Instead of just monitoring, more brands and businesses are looking for actionable data that can help push the business forward, from both a strategic, marketing, and operational standpoint.

During their #SMWONE session, NetBase Quid’s Zen Ahmed and Zachary Mesenbourg used the current state of COVID as a timely example of how brands can uncover important themes — using the NetBase Quid platform — that are top-of-mind for consumers during this time, plus how to extrapolate conversation drivers and audience segments from those themes uncovered. The result was a real-time analysis that shows brands how to “make decisions faster with more reliable data” as Mesenbourg pointed out, and stay one step ahead.

Here are the primary insights and takeaways:

  • Start with the “why” or the challenge
  • Be the artist around your data sets and analysis
  • Deep dives help build context around key entities

There’s a wide variety of data sources at a brand’s disposal

By inputting any search query, NetBase Quid’s “web” functionality gives brands a visual way to understand the news and topics around it. Through this, brands “can compare and contrast articles that are leveraging similar language” states Ahmed, and identify clusters of articles around certain topics that users can then dive deep into.

The platform also gives an insight into trends taking place and the conversations that have been evolving over time through a timeline map. From there, the platform can break it down by audiences – some specific examples Ahmed showed were splitting up the audiences into things like institutions mentioned, gender breakdowns, and top people or sources covering the topic. “This allows us to look at our audiences from a segmented perspective,” Ahmed adds and gets into harder to reach insights than more “conventional analytical tools” may provide.

From data to actionable insights

Brands can now understand a more comprehensive “state of affairs” around any topic through Netbase Quid, breaking it down through a central topic, island clusters, unique clusters and largest volume that are all shown on the map. With so much data out there, it’s especially important to listen and analyze first, before you connect with your certain teams and disseminate the information. It’s important to start with the challenges you want to solve, then find an analysis approach that makes sense for you.

Mesenbourg also adds that brands should “not only be smart with the questions you want answers for when it comes to the analysis types you’re running” but also the audience segments that are “going to be pretty critical to the decisions that you make.”

Being creative with both your data analysis and the results

This platform aims to create a holistic analysis around given topics or questions that a brand, marketer, or agency might be trying to answer – whether from
a media intelligence perspective or a consumer intelligence perspective. With so many capabilities and ways to display information, Metenbourg points out that you’re not just getting a “word cloud of top terms” but instead you can see the “true driving catalyst behind certain conversations” and how these conversations can transition and shift over time.

“Utilize different sources to your own brand’s advantage to drill home the decisions you’re trying to make,“ says Ahmed. Ultimately, he suggested that brands be the “artist around these data sets” developing whatever use cases fit their needs. The result? By going a next level deeper to see what consumers are talking about right now, brands get a real-time picture to what challenges consumers are facing, based on their conversations, plus how they’re interacting in a certain category, and much more. Based on this data, brands can make decisions faster with more reliable data to support it, especially with the NetBase Quid visualizations to drill home those messages.

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How to Incorporate Data Into Your Bottom Line Strategy

The web is the world’s largest data repository. It’s expected to house roughly 40 zettabytes by 2020, making it the number one source for generating valuable information. As a result, businesses are leveraging data that’s hidden in plain sight to increase their bottom line. 

One particular strategy that’s helping companies capitalize on information is web data integration (WDI), a process that aggregates and normalizes data to make it more digestible through intuitive reporting and visuals. It relies on a similar concept as traditional web scraping, but is much more sophisticated and places an emphasis on quality control. 

This data includes everything from social media posts and product reviews, to email receipts and satellite images. Businesses can use it to gain detailed insights, make better business decisions, and improve operations, saving both time and money. Here’s what you need to know.

Reduce client churn

“Customer churn is the percentage of customers that stopped using your company’s product or service during a certain time frame,” explains marketing expert Swetha Amaresan. “You can calculate churn rate by dividing the number of customers you lost during that time period – say a quarter – by the number of customers you had at the beginning of that time period.”

Failing to keep client churn in check can be detrimental to the success and longevity of your business, so make minimizing churn a top priority – it will help you get the most from your client base and keep it profitable. 

Start by taking advantage of tools that can help reduce churn. For example, customer success software Planhat serves as a “customer data hub” to help businesses learn more about their clients, predict churn, and identify upselling opportunities while they’re hot. And when customers are at risk of churn, they’re “flagged with sales reps” so they can take action and try to remedy the situation.

Increase consumer loyalty

Techniques like data mining and web scraping, which analyze large data sets and identify meaningful patterns, can be instrumental in boosting consumer loyalty. They can be used to fine-tune your pricing strategy, monitor customer sentiment, identify common pain points, and more. By correcting glaring problems and improving the customer experience, increased consumer loyalty naturally follows.

Custom skincare solution provider Proven is one company that successfully leveraged the data hidden in plain sight through web scraping. They analyzed 8 million reviews, 100,000 beauty products, and 4,000 scientific articles to gain detailed insights into customer needs and sentiment to fine-tune their products and customize them for individual customers. As a result, they were able to develop higher-quality products and create a more personalized experience, which led to increased customer loyalty.

This is something you can do, too. It’s just a matter of identifying the right channels to analyze that provide the deepest insights into customer sentiment. If you have a significant social media following and a lot of online reviews, for instance, you could analyze that data to pinpoint potential areas for improvement. 

Discover hidden profit

A recent study by TRUE Global Intelligence found that 55 percent of modern organizations’ data is “dark,” meaning it’s unquantified, untapped, and often unknown. But the companies that are able to effectively tap into it can unlock hidden profits. 

For example, Netflix collects data to provide users with highly-targeted content. Analyzing the shows and movies users have previously viewed – as well as their search history – allows Netflix to create a completely personalized product, where no two customer experiences are the same. In turn, customers stay more engaged, which inevitably results in a larger customer base and bigger profits for Netflix. 

In the case of Facebook

On the flip side, data also has the potential to lead to a loss if mishandled. A prime example is the $5 billion fine that Facebook recently received for violating privacy practices. The world’s largest social network had 2.41 billion monthly active users as of the second quarter of 2019 – and access to an enormous amount of data. 

While the full details are currently unknown, reports indicate that Facebook used data mining that breached its users’ privacy, which highlights how important it is to adhere to rules and regulations regarding data governance. 

We’re living in an era where data is being generated at a record pace. There are 2.5 quintillion bytes of data created every single day, and 90 percent of the world’s data was generated within the last two years. 

And businesses are discovering that the most valuable data is the everyday information that’s hidden in plain sight. While individually it may not have much of an impact, it can create a huge competitive advantage when analyzed on a large scale and grow your bottom line.

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What the New ‘Off-Facebook’ Activity Tool Really Means for Advertisers and Users

Two years ago Facebook hinted at giving users an option to remove the browsing history utilized it us to deliver targeted ads at its annual F8 developer conference following the Cambridge Analytica Scandal. Fast forward to today, and after several unexpected delays, the platform is pulling the trigger officially. In doing so, it is making a pretty firm stance on the evolution of a permission-based, personalized future.

The Off-Facebook Activity: What is it and how to use it?

The platform is introducing the “Off-Facebook Activity” menu available to users on a global scale where they have the option to:

  • View a summary of the information other apps and websites have sent Facebook
  • Disconnect this information from their account
  • Disconnect future off-Facebook activity from their account (this holds for all off-Facebook activity or only specific apps or websites

“Other businesses send us information about your activity on their sites, and we use that information to show you ads that are relevant to you. Now you can see a summary of that information and clear it from your account if you want to. Off-Facebook Activity marks a new level of transparency and control.”

Now that you’re briefed on what the new feature enables, here’s a quick run-down of how to use the feature.

To begin, click on the drop-down menu in the top right of the desktop version of Facebook. Then, select “Settings” followed by “Your Facebook Information.” You’ll then be presented with an option for “Off-Facebook Activity” as depicted below:

From there you can browse all of the websites sharing your information with Facebook and decide whether to clear your history and remove this information from your account, strip the tracking for specific sites, or disable this tracking in entirety. Full disclosure — by turning off the tracking Facebook says you’ll still see the same number of ads and it can receive information about your activity, it just won’t be associated with your account. In other words, the ads you are fed will be less personalized.

What does this mean for the advertising industry?

There are several implications with regards to the advertising industry to note here. Primarily, giving users the onus to remove their details will inevitably make it harder for advertisers to retarget customers that visit their apps, websites, or make purchases in-store. In terms of measuring success, without these added specifics, it will likely be harder for brands to trace who was served an ad when and whether it was effective or not.

The good news? The majority of users will likely appreciate the gesture but not take the time to go through and remove the traces to the large number of websites who have collected it over the years. Several advertisers who have already spoken out anticipate adoption of the feature among the public will be limited.

“Consumers have a track record of apathy when it comes to actively managing their privacy,” said Aaron Goldman, CMO at marketing technology company 4C in a statement to Mashable. “Whether it’s deleting cookies or clearing history, these tools typically get very little usage and have very little impact on marketers.

On top of this, and more importantly, while the majority of social media users have voiced growing concerns about not knowing when their data is being collected, by who, and how it is being used, the overwhelming preference remains: personalized advertisements that align with their needs, interests and values will always garner higher engagement than those that are irrelevant.

“You should be able to easily understand and manage your information, which is why strengthening your privacy controls is so important. We’ll have more to share as we continue to make progress on this important work in the decade ahead.”

Learn more about Privacy Matters as part of our 2020 global theme: HUMAN.X and help us establish a human-first, experience-driven approach to digital marketing. Secure your early-bird discount today to save 20% on your full-conference pass to #SMWNYC (May 5-7, 2020).

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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

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/

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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http://socialmediaweek.org/blog/2019/05/converting-brand-observers-to-consumers-begins-with-knowing-your-audience-says-srw-founder-kate-weidner/

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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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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The post How a Culture of Collaboration Between Brands and Marketers Leads to Business Results appeared first on Social Media Week.

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/