Tag: Social Media

How to Adapt Your Marketing Strategy for the Voice-Driven Future

Technology is quickly disrupting marketing and shaping consumers’ behavior.

Empowered with the emerging voice-activated technology, consumers use traditional marketing channels less and less. They research, buy, and interact with brands using voice, while on the go, or in the middle of a task.

According to a 2019 survey from Perficient Digital, voice is now the number two choice for mobile search, behind mobile browsers.

A quick look at statistics proves the popularity of smart speaker use on mobile devices. In the United States, one out of six people own a smart speaker. Voice-driven interactions have been viewed as the future of digital marketing for several years. But with the huge boom in the smart speaker technology, that future has now arrived.

What can we do to prepare for this shift in digital marketing? The change might seem intimidating, but there are a few crucial things you can do to prepare for voice-driven marketing.

Optimize for Voice Search

Voice search is becoming more and more popular. According to Adobe, 48% of consumers are using voice for “general web searches.” Also, 91% of brands are investing in voice.

To activate voice search, consumers use a smartphone or smart speaker to do a Google search and ask a question. Google will retrieve a search result that directly answers the question (usually a featured snippet). Voice search will offer to send a link to this result to a mobile device for more information.

Voice search is used for just about anything, including research, how-to guides, and driving directions. Location-based voice searches are the most popular. According to Bright Local, local search queries are three times more likely to be voice searches than text searches.

Optimize Content for Questions

When optimizing your content for voice search, try to frame it in the way people might speak when performing their voice search.

The biggest tip to keep in mind is that when using voice commands, people typically speak in a complete sentence, unlike when they’re typing, when they might shorten up their query to a phrase or fragment.

How do you optimize for voice search questions? Do the following:

  • Optimize for long-tail keywords. They are really important when optimizing for voice search.
  • Optimize for full-sentence questions.

Text Optimizer makes question research easy by generating the list of popular niche questions and allowing you to easily expand any of them into content ideas:

Text Optimizer voice search

It is also important to enable a voice search option on your own site.

Optimize for “Micro-Moments”

Voice-activated interactions are favored by people who are on the go or trying to get a quick answer while they’re in the middle of something else. Google says that searchers don’t want to search a page for answers; users will go back and look at a different result until they have the answer they are looking for.

Google has already started to favor pages that provide concise answers to meet this demand for immediate knowledge.

The key to keeping up with the voice-powered interactions is to optimize your content for micro-moments.

It is important to structure your content to make the answers readers want easier to spot. Use <h2> and <h3> headings in your content, then follow this with concise and direct answers to the questions presented.

Content that is structured in this way is a lot more likely to be featured as a response to a voice search query by fulfilling the need for immediate information.

Build Consistent Cross-Channel Marketing Strategy

Voice technology users tend to have very scattered buying paths. They may start using the web via voice, switch to a mobile device, and then get distracted by social media tasks.

Being able to provide consistent cross-platform and cross-channel experience is crucial in order to keep these consumers engaging with your brand.

Cross-channel marketing can be embraced through multiple third-party solutions without the need to invest in in-house technology. Using responsive designs tools is only one piece of the puzzle. You need to be able to capture consumers’ attention on their journey across devices and channels.

Here are a few ideas on how to ensure consistent cross-channel experience for your site users:

1. Keep an Eye on Your Users’ Devices

Finteza provides a detailed report on which devices, screen resolutions and operating systems from which your site is being accessed. Having this information helps you test and adjust your site usability across popular platforms.

You can filter your whole site analytics by particular device users to see if they are likely to be experiencing any problems with your site:

Finteza screen device

2. Use Smart Engagement Tools

Alter utilizes Artificial Intelligence to approach every single visitor of the site with personalized content recommendations. Its exit-intent popup can save you many of your site visitors who would have otherwise left:

Alter engagement

3. Utilize Re-Marketing

Facebook’s re-marketing option is one of the most effective ways to re-engage your site users who got distracted and left. Remind them of your brand by creating retargeting ads on Facebook. Depending on your target demographic, you can also add more social media channels, like Snapchat and TikTok ads to reach younger generations.

4. Use Tools for Collaborative Cross-Channel Marketing

Finally, voice-activated interactions make cross-channel marketing much more important, bridging the gap between SEO and social media, on- and offline marketing.

To catch your always-moving audience around the web, employ the collaborative approach and allow your whole team to contribute updates to multiple brand-owned social media channels. ContentCal is perfect for that allowing your employees to effectively manage your cross-channel social media marketing:


Embrace Video Marketing

Smart voice-activated devices can deal with any types of content, including text. But smart device users seem to prefer video format which explains the wild growth of video consumption through mobile devices having surpassed desktop viewership several years ago (it grows by 100% every year, according to YouTube).

When it comes to voice-activated queries, you have much better chances to keep the user’s attention if you provide a video version of your textual instructions. Video tutorials have been found to be the most effective when it comes to keeping a user watching:

How-to video

Make sure to provide a video instruction whenever you can. Tools like inVideo can make this task much easier as it can process your text content and turn into a video in a matter of a minute.

Invideo text into video tool

inVideo will create your video subtitles for you and use your screenshots. All you will need is to add a voice-over.


Voice-powered marketing will likely only grow in popularity, and it will present some unique challenges. But if there is a challenge, there is a business opportunity too!

It’s clear that marketers need to make optimizing for voice search a priority and start adapting to the revolution now.

Image by HeikoAL from Pixabay


The post How to Adapt Your Marketing Strategy for the Voice-Driven Future appeared first on Social Media Week.


How Platforms are Promoting Safety and Mental Health

A growing number of platforms are publicizing their dedication to make good on a fundamental responsibility to prioritize and invest in the health and wellness of its users.

Pinterest recently introduced a series of emotional wellness activities including deep breathing exercises for users searching for solutions to better manage their stress and anxiety. Instagram has also made strides in this regard, releasing a tool, Restrict and expanding its suicide and self-harm content ban.

Additional apps are taking cues from these efforts including Snapchat, TikTok, and Facebook. Here’s a look at the latest and why they matter in the grand scheme of our industry.

Snapchat: ‘Here For You’

Ninety-percent of all 13- to 24-year-olds use Snapchat to engage with their friends. This particular demographic is especially vulnerable and internal company research has proven this by showing feelings of stress, depression and anxiety to be the top mental health issues reported by users and their close friends.

Similarly to Pinterest’s mission, ‘Here For You’ is geared more toward offering resources and starting important conversations that resolve these feelings and issues and less about uprooting the product. Specifically, the process works by linking users to a “special section within Snapchat’s search results” when they search criteria indicating they’re in need of support around issues such as anxiety, depression, stress, grief, suicidal thoughts, and bullying.

Illustrated below, if a user were to type in the word “anxiety” they’d be given a selection of short shows to pick from including the series “Chill Pill.” A mixture of original programming made with support from local experts will also be available targeted to topics of suicide, depression, and eating disorders.

According to the announcement, proactive in-app support is just one step towards “what will be a bigger health and wellness push from Snapchat” to be rolled out over the next few months.

“We feel a real responsibility to try to make a positive impact with some of our youngest, sometimes most vulnerable users on our platform,” said Vice President of Global Policy, Jen Stout in a statement to Fast Company. “We know this is the first step of a lot of work we want to do to provide the right resources to our users.”

‘TikTok Tips’: An Influencer-Led Safety and Well-Being Advice Account

Last month, TikTok updated its Community Guidelines to address potential issues with misinformation and expanded its rule around acceptable in-app behavior. Today, the company is taken yet another stand towards helping users make better decisions that are safer and better for their mental health and wellbeing through a new influencer led account dubbed TikTok Tips.

The premise is to use familiar TikTokers to run the feed and dish out fun and friendly reminders to fellow users around how to manage their privacy settings and to take a break from the app. Messages encompass simply getting some added rest while others reinforce the benefit of participating in IRL activities with family and friends to as crucial for building memories.

“We’re on a mission to promote privacy, safety, and positive vibes!” states the account’s description — one that aligns with the platform’s broader mission to serve as an environment of a positive, safe space free of judgment.

While it’s too early to make any declarations on how effective it will be in getting people to re-check their usage and take mental breaks from their constant scrolling, initial video uploads show promising engagement. Two, in particular, have garnered 16.9 million views and 17.2 million views respectively.

‘Facebook’s ‘Hobbi’: An App Dedicated to Tracking Your Personal Progress

In a nod to Pinterest, Facebook is looking to help users focus on their personal growth and development in a new app, Hobbi, via its New Product Experimentation (NPE) team.

As you may guess from its name, Hobbi is dedicated towards giving users an outlet to collect images of their hobbies and interests and sort them into boards so they can easily map their progress. Themed collections can include gardening, cooking, DIY arts and crafts, and more. Outside of the ability to create video highlight reels of your work to share externally on other platforms, Hobbi is not a social networking app, rather an editor and organizer. The editing options and controls are limited, a stark contrast compared to the likes of Instagram. It’s unique in that rather than serving as an outlet to broadcast, its intended use is as a personal log for your achievements, a resource for personal reflection and a compass for growth.

“You might just surprise yourself with how much you have done,” the app description states, encouraging people to push the boundaries and meaningfully engage in the activities that bring them joy, relief, and happiness.

If you’re a company that caters to younger demographics, especially Gen Z, you’ll want to keep tabs on these initiatives and fundamental shifts. Why? Because they are at the heart of what these audiences care about, are interested in, and expect when establishing their loyalty to the brands they purchase from, and the apps they spend their time on.

Learn more about Empathy Economics as part of our 2020 global theme: HUMAN.X and help us establish a human-first, experience-driven approach to digital marketing. Read the official announcement here and secure your early-bird discount today to save 10% on your full-conference pass to #SMWNYC (May 5-7, 2020).



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Create a Future of Human-First, Experience-Driven Marketing at SMW Hamburg

As one of the world’s leading conference series, Social Media Week has an undying commitment to equipping community members with the tools, insights, and practices for shaping their business in profound ways that positively define the industry and enable them to advance their careers.

This year, with the global theme, “HUMAN.X: The Future of Marketing Will be Human-First and Experience-Driven,” SMW Hamburg will bring its unique perspective into how we can influence, impact, and change people’s lives by bringing humanity back to marketing. This will primarily involve our obligation to respect consumers’ time and attention, foster meaningful connection through empathy and shared experiences, and create safe and trustworthy environments for interaction.

We sat down to speak with the organizers of SMW Hamburg about the forthcoming event, what sessions have the most intricate ties to this year’s theme, which partners and brands they’re most looking forward to working with, key questions that will be addressed in their specific SMW edition, and much more.

How does your overall agenda tie into this year’s global theme?

The overarching goal #SMWHH 2020 is to provide ideas, campaigns and brands with a stage that deliberately focuses on people, their interests and needs when creating content, in order to create digital experiences that are fundamentally relevant and have a positive impact on their lives.

What are some of the key questions that will be addressed during your edition of SMW?

  • How can brands better interact with customers and fulfill their demand for sustainability?
  • What does “purpose” mean in the digital marketing space and why is it important?
  • Which social media platform is right for me / my company and how can I most effectively measure my results to improve my performance over time?

What session is your team the most excited about?

We’re excited about our entire program and everything there is to unpack but three sessions, in particular, we are especially proud of include:

  • HUMAN.XXX VR Porn and the intimacy of the future: https://smwhamburg.com/event/human-xxx-vr-porn-und-die-intimitaet-der-zukunft/
  • Social Media and Gaming: https://smwhamburg.com/event/social-media-und-gaming/
  • Hamburg Airport Goes Podcast: https://smwhamburg.com/event/von-der-idee-bis-zur-umsetzung-hamburg-airport-goes-podcast/

Together, these will shed a light on very important subjects spanning the tension between technology, sexuality and humanity, how gaming is shaping social media platforms and consumer behavior patterns, and actionable ways to bring podcasting into your business approach.

Which partners or brands are you most excited to be working with this year?

This year we’re partnering with a number of platforms and companies, some new and some familiar faces, including LinkedIn, Hamburg Airport, Linkfluence, and Hamburger Sparkasse (Haspa).

What are some local trends you are seeing in your market?

Emerging technologies ranging from VR to AR to XR are all making a splash in our market and we’re eager to continue the role they’ll play in marketing efforts as the year continues. Separately, we’ve seen the explosive eSports industry first-hand in Hamburg and is having a great impact on the local market namely as a means of bringing a social element to gaming that users appreciate.

Lastly, it should come as no surprise but influencer marketing is on the rise as is the case with many markets around the globe. One of their biggest benefits is allowing brands to connect with audiences more authentically. They will continue to be a valuable business asset as companies look to rise above the noise.

Where can potential attendees find news and updates about your conference?

  • SMW Hamburg Blog: https://smwhamburg.com/insights/
  • Facebook / Instagram / Twitter: @smwhamburg
  • LinkedIn: Social Media Week Hamburg

The post Create a Future of Human-First, Experience-Driven Marketing at SMW Hamburg appeared first on Social Media Week.


Instagram Influencer Marketing in 2020 – What You Need to Know [Infographic]

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3 Ways to Build Your LinkedIn Audience

A staggering 3.5 billion people are on social media every day. This number is on the rise and expected to hit nearly 5 billion by the end of this year.

For B2B marketers, having a solid approach to reaching the right people with the right message at the right time is instrumental in advancing business goals. LinkedIn is making the process a bit simpler with some important new updates for reaching and engaging with audiences.

Here are the highlights along with how to use them and their key benefits:

New combinations of criteria: ‘and’ or ‘or’

Based on what LinkedIn learned through recent surveys and conversations with professionals using the platform, there is an increasing need to have more diverse criteria to utilize per campaign. This includes job function, interests, seniority, and titles.

As a solution, the platform is giving marketers greater flexibility and ease in finding the specific people they’re looking for based on these different criteria. For instance, if you’re targeting software engineers with a senior title or above, you can set up a single campaign that reaches these specific individuals by job title or skills, while also getting granular about their years of experience and seniority level. If you want to refine your target audience even further, you can exclude certain companies by title or size.

The platform put together a comprehensive how-to-video that lays out how this can work for your next campaign.

Reaching important contacts: improved fields for matched audiences

A common issue many have when prospecting or targeting on LinkedIn is knowing the person you want to reach out to, but not having enough specific information to do so like their email address.

To address this, LinkedIn took several months to test a variety of new fields for matched audiences including first and last name, job titles, their company name, and their mobile device ID. The results? Marketers who tested these fields saw an average of a +30% improvement in their number of Matches.

The important benefits to note here: any of these fields can help you boost the number of professionals in your audience or, when used in combination, to enhance the precision of your matches. In other words, you can use the update to simultaneously micro-target and create niche segments as well as broaden your reach.

Customizable forecasting panels

Today’s advertisers share a common concern, that is, how can they be certain their ad dollars are being well spent to connect with the right audience and shape their campaigns accordingly.

To bring more light to the issue, LinkedIn revamped its forecasting panel within the LinkedIn Campaign Manager. Now, you can better recognize the details about your audience that are most important to know before a campaign launch that includes reach, type, and spend. Recognizing the panel as it may not work for every company as a cookie-cutter solution, the platform has added the capability to customize it for certain characteristics varying from top industries to years of experience to company sizes.

With so much at our disposal over the course of the past decade, effective marketing can feel like a never-ending puzzle. From juggling creative demands to budget limits and emerging platforms, what works and what doesn’t is in constant flux. In 2020, B2B marketers should focus on what is unarguably the biggest determinant in guaranteeing your long-term success: your audience.

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


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Blend Data and Creativity to Create Experience-Driven, Human-First Engagement at #SMWNYC

It’s been said that data is the new oil. As it turns out, it can be a powerful fuel for creativity, too. As we look ahead to a new decade of trends, innovations, and platform updates, embracing the ‘shiny new objects’ without losing the emotional core of your brand story will be integral in driving business but also how we as a society will advance through positive and meaningful experiences.

During #SMWNYC, we’re diving into this topic with several key leaders in the space who will share their success stories, lessons learned, and best practices we can implement immediately.

The sessions below are just a small sample of what we have programmed to help us explore the power and importance of blending humanity and data as a fundamental strategy for bringing humanity back to marketing.

👁 Restoring the Soul of Business: A Conversation with Rishad Tobaccowala

Over the past several years our industry has prioritized the measurable, the numeric, and the algorithmic at the expense of gaining virality and securing engagement metrics. But where has the human side of the equation gone?

Join top five marketing innovator and author of “Restoring the Soul of Business: Staying Human in the Age of Data,” Rishad Tobaccowala as he aims to address this question. He’ll be joined by long-time mentee and Global Chief Innovation Officer at R/GA, Saneel Radia, to outline actionable ways marketers can take reshape their strategies to balance digital tools and creative experiences grounded by humanity.

🚀 How Hulu Helps DTC Brands Stream to Success

DTC companies continue to make big plashes across digital, TV and print cementing their role as a key competitor in the retail industry. In 2019 average ad spend by DTC brands was up 50 percent year-over-year. As they look ahead to 2020, they are tasked with taking their playbooks to an even higher level in order to stay relevant and avoid a revenue wall.

In this session, Michaela Giovengo, Head of Performance Marketing at Hulu, will lead a panel offering best practices for leveraging social to reach audiences in emerging, dynamic environments with tactics that take creativity and data equally into account.

🎞 Little Resources, Big Results: How to Make an Impact with Video

By 2022, online videos will make up more than 82 percent of all consumer internet traffic — 15x higher than it was in 2017. For digital marketers, this means establishing strategies for a shorter shelf life of assets, an increased need for better, more frequent creative, and finding unique ways of capturing attention in a noisy landscape. How can the balance between finite resources and maximum effectiveness be achieved?

For tips and practices you’ll need to know, hear from Vimeo’s Harris Beber and in-house social media expert Suze Kaufman about using technology and data to empower video content catered to today’s short attention spans.

💥 After The Fall: Marketing In the Post Attention Era

In an age of “infinite media” time is now defined as a crucial investment. As such, attention is the world’s, and every individual’s most valuable resource and requires us as marketers taking a big step back into the true meaning behind our content and whether their purpose aligns with our audiences.

Learn from Mathew Sweezey, Director of Marketing Insights at Salesforce, as he uses data to reveal why context is the foundation of marketing today and how it plays an important role in establishing a deeper connection to your brand beyond your product or service.

There’s still time to join us at the Sheraton Times Square this May (5-7). Browse the full agenda and secure your pass online today for a discount off the walkup price.

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


The post Blend Data and Creativity to Create Experience-Driven, Human-First Engagement at #SMWNYC appeared first on Social Media Week.


Facebook Launches New, Pinterest-Like App Via its Experimental NPE Team

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A 10-Step Marketing Plan to Generate More Leads From Your Website [Infographic]

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Facebook Expands Data Set for Research Into the Spread of Misinformation and Its Impacts

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Interesting Article on Influencer Marketing 🖥 💼📱

Interesting Article on Influencer Marketing 🖥 💼📱


— Read on marketing.wales/interesting-article-on-influencer-marketing-🖥💼📱/

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