February 3, 2016

Direct reach: The emerging new model in social media

Tel Aviv Startup City
Tel Aviv Startup City is one of the collaborative communities enabled by Memeni.

Brands start to adjust to changing social media landscape, seek to form deeper relationships with users

Ayelet NoffWhen it first came on to the scene, social media was like an innocent child — full of promise, potential, and positivity. Well, social media has definitely entered its teenage years and it’s brought with it a certain amount of the rebelliousness, bitterness, and cynicism that we tend to associate with young adults.

What does that mean in practical terms? It means that social media has already seen multiple iterations, with companies rising up to lead for a while and then falling behind as others supplant them as leaders. Beyond that, we have seen whole ecosystems emerge and then fall to the wayside. Just think of the turbulence facing developers building apps for social platforms.

Of course, all of this is natural for any industry. Change is bound to happen, an industry will evolve in new and unexpected ways, and certain preconceptions that people had will be replaced with a new reality.

This was definitely the case when it came to the possibilities that brands saw in popular social platforms. For them, social media represented an opportunity to build a direct and free conduit to their customers and users. Back in the day, brands could rely on organic reach to speak directly to the community they had built. Now, organic reach on social platforms is limited – brands need to turn to paid media to reach their key audiences.

This trend was highlighted by Scott Galloway in a presentation captured on video (begins at 7:03). He criticized the industry calling the transition to paid reach as a “bait and switch.” Of course, this transition should be expected, after all these platforms need to monetize. Yet, the change has ruffled feathers amongst companies that invested considerable resources in building communities.

Brands turning to community building

Of course, new platforms have been a long time coming to challenge this model. One such company, Memeni, is aiming to build a white-label solution that brands can use to build their own communities (full disclosure: Memeni is a Blonde 2.0 client). Memeni is aiming to give companies a platform where they can create a community that they own and control, and that will be allowed to grow organically.

Using Memeni, organizations build social communities around issues that are important to their customers and stakeholders, all under their brand’s domain

Using Memeni, organizations build social communities around issues that are important to their customers and stakeholders, all under their brand’s domain. For instance, an outdoor apparel brand can use Memeni to create a dedicated community for nature enthusiasts on their site, to share hiking tips, camping spots, and conservation drives. Community members would gain value from these discussions, as well as from tailored messaging sent from the brand, based on users shared interests and discussions.

The key difference here is that Memeni is offering this platform along a SaaS model. It’s upfront with the costs and its pitch to brands hinges on the fact that once they have invested the time and effort to build the community, they can speak directly to their users. This value can’t be overrated, and it seems likely that many brands will jump at the opportunity to create a home where their users can interact with each other, and with the brand itself.

We wouldn’t treat a teenager or young adult like a child, so why should we treat social media with kid gloves? It’s time for brands to adapt to the new reality of social media marketing, and look to innovative ways to expand their reach.

January 20, 2016

Audienti: Your best friend in sucking up to Google

Click to enlarge.

A powerful analytics tool that merges SEO, advertising & influencer engagement

Target audience: Businesses, brands, analysts, digital marketers, advertising agencies, SEO specialists, entrepreneurs, educators, journalists, Web publishers.

Chris AbrahamIhave had access to Audienti for a couple years now, back when it was called OMAlab. If you have a brand site you want to turn into Google catnip, Audienti is for you.

The service not only stalks all of your online profiles, including social, but helps you identify and creep all of your competitors, too. So, it spiders through all your pages, looking for issues with your content, the length of your page titles, the length of the copy, and even Flesch Reading Ease.

Audienti looks for broken links, slow loading times, architectural issues like obese JS and CSS code. Audienti asks you for keywords that are important to you and also for companies you consider to be competitors. It’ll ask you for all your social handles and pages, your Google Analytics creds, and even your Google URL Shortener creds. Continue reading

January 11, 2016

Online marketing trends we’ll see in 2016

Clickagy: One way to slurp up the big data in your sector.

Get data-driven and adaptive in your online strategies

Target audience: Businesses, brands, digital marketers, advertising agencies, SEO specialists, educators, Web publishers.

Chris AbrahamIf you’re here visiting from a global Fortune 500 company, you may already know some of the online marketing tools outlined below because, until now, only enterprises could afford to innovate and integrate the sort of services and application development required to go from the standard WordPress + Google AnalyticsGoogle AdWords + MailChimp + Facebook set-up that most SMBs are rocking for their web presence and online marketing. Continue reading

December 28, 2015

Building a dream e-commerce business


How cross-device platforms are the best tool to efficiently build and run any e-commerce store

Ayelet NoffThere is a growing new trend in business development, with more people than ever starting their own businesses while shunning the standard brick and mortar stores.

Take, for example, Ania and Rosie, who had always dreamed of building a jewelry store. However, as two 27-year-olds without the funds to rent out a space in London, they needed an inexpensive yet efficient way to make their dreams of selling their unique jewelry come to life. Undeterred by their lack of funds, Ania and Rosie came to the conclusion that heading online was the best choice. This led to the creation of an all-inclusive e-commerce store, Whistle & Bango, a made-to-order bangle company headquartered in London. Continue reading

December 14, 2015

2015’s most timeless pieces of social media marketing advice


Photo by MaritimeMedia (Creative Commons BY)  

Video production: On the upswing for brands in 2016.

Post by Megan Totka

It’s nearly the end of 2015 and we’re all reflecting on our marketing efforts and all things social media. It will be 2016 before we know it, and in order to put our best social media marketing efforts forward, it’s time to consider the best pieces of advice we’ve come across this year so you can take it with you into the new year.

Post consistently

1This bit of advice is given frequently and is one of many traits of successful social media marketers. Posting on a regular basis is still one of the best ways to guarantee some form of engagement. It keeps things going between campaigns and it ensures that your brand in on people’s minds. Whatever you do, don’t come up missing.
Continue reading

December 3, 2015

Create an inspired Facebook feed

Photo by Mihai Simonia / Shutterstock

Getting to know your customers is a good first step

Target audience: Businesses, brands, digital marketers, advertising agencies, SEO specialists, entrepreneurs, educators, journalists, Web publishers.

Post by Megan Totka

MeganTotkaWith recent changes to Facebook’s feed notifications, it may be more of a challenge for businesses to hang on to that precious News Feed real estate. After all, you’re competing with funny cat videos and duck face selfies! But the more you know your customers, the better you can keep on the top of their “must see” feed.

Share relevant content

By knowing the topics your target market cares about, you can deliver useful content they’ll click, read, and share on Facebook. You’ll need to share more than just your own blog content. See what else is out there. Subscribe to RSS feeds of other blogs in your industry, and share content that others are posting on Facebook. (It’s also a great way to get some love back.) Continue reading