Tag Archives: Images

Are You a NZ Marketing Thought Leader?

An Invitation to New Zealand’s Leading Marketers

Join us in this sponsored thought leadership project, featuring insights from many of NZ’s leading marketers and communications professionals. It’s an opportunity to reinforce your position as a thought-leader in your category.

Marketing Insights 2016

MARKETING INSIGHTS
from New Zealand’s Leading Marketers

As the title suggests, MARKETING INSIGHTS is a new book collecting advice and opinion from leading NZ marketing professionals, enabling them to demonstrate Thought Leadership in their category. This is a content marketing project featuring sponsored contributions from many of New Zealand’s leading marketers.

The first edition will be published in late January 2016 and will be distributed free of charge in electronic form to a wide range of New Zealand marketing decision-makers, from small, medium and large organisations. The book will also be available to purchase in printed form a short time later.

Topics which marketers are invited to contribute include:

Marketing Trends, Challenges & Opportunities in 2016

Marketing Insight topics

 

CONTENT PARTICIPATION

This is a sponsored Content Marketing project. Marketers are invited to sponsor an article on one of the above topics and provide 500-1000 words on the agreed topic. All topic selection is subject to availability at time of booking. Relevant images are welcomed (high-resolution please).

A fee of $1295+GST applies for each sponsored contribution, due January 31 2016. However this fee reduces to $995+GST for payment in full received by December 31 2015.

All sponsored articles will include:

  • Author Credit
  • A sponsorship box at the end of the article, featuring the name & logo of your organisation, along with phone, email and website details.

The article can be written on your behalf, based on the topic you choose and featuring any key copy points that you wish to specify. Writing fees are $400+GST for 500 words, $750+GST for 1000 words.

Limited advertising may also be available in the publication.

Topics shown above are available on a first-come, first-served basis. Other topics may be proposed by sponsors and will be considered by the publishers.

Our booking deadline is December 21 (although you are advised to BOOK EARLY to secure your choice of topic) and our deadlines are December 31 (if you wish us to write the copy) or January 12 if you are providing complete copy.

DISTRIBUTION

This book will be distributed initially as an ebook, offered free of charge via email, to New Zealand marketing decision-makers on our 1600-strong marketing database, to 3000+ current and former participants in our online marketing courses, and also via marketing blogs and social media and through participating industry associations and trade media. It will also be made available to members of at least a dozen NZ LinkedIn business and marketing groups with a combined membership of more than 50,000 Kiwi business people.

The ebook will also, of course, be available for contributing sponsors to distribute freely to clients and prospects.

The book will also be available in printed form on an on-demand basis. The book will also be available for purchase via Amazon.com.

To participate, email us at michael (AT) netmarketingservices.co.nz

Facebook Cover Images: Dimensions July 2014

Have you taken a look at your Facebook business page lately – not just on your desktop computer or tablet but also via your smartphone?

Facebook now (Q1 2014) has more than a billion monthly active users who visit the site via mobile device, representing 79% of total Facebook active users, so if your Facebook page doesn’t look as smart as it should on mobile, you just could be discouraging three-quarters of your prospective customers/followers.

Facebook Cover Image Dimensions Have Changed

The most important visual element of your Facebook page is your Cover Image, which sits at the top of the page welcoming visitors. Below, you’ll see the real estate you have to play with (we’ve borrowed a template from these fine folks and added a few extra bits and pieces of our own).

Facebook-cover-image-July-2014

Looks complicated doesn’t it? The key point that you need to note is that the true active area that you have to play with (the area that should be safe on both mobile and desktop) is just 563 pixels wide by 175 pixels deep.

True Active Area Facebook Cover image

Yes, it’s a relatively small proportion of that seemingly glorious cover space, 851 pixels by 315 pixels, but the rest of your image is at risk of being covered by your profile photo, the title or category of your page or the like, follow and message boxes (except of course for the left and right-hand sides of the image, which simply won’t be displayed on mobile).

You still need to surround that active area with other imagery that reflects your brand values – but understand that most of that real estate is likely to vanish. A mobile visitor will never see it, while a desktop traveller may see only some.

Facebook Cover Images: Before And After

Here (gulp!) is what our Netmarketing Courses Facebook page, optimised for Facebook’s 2013 design, looked like under these new design parameters. Note that our subtitle “online training courses for businesses” was partly obscured by the profile picture.

desktop view 2013 Facebook cover image

The mobile view was far worse:

mobile view Facebook page 2013 version

So we gave our cover image an extreme makeover, shedding many of the design elements in favour of a centred logo, with the result below. It won’t win any awards but at least it communicates what we do (and we’re no longer losing any of the information featured in the image).

desktop view 2014 Facebook cover image

 

A quick look at the page on mobile shows that we’ve achieved our branding goals there as well.

mobile view 2014 Facebook cover image

It’s time for you to take another look at your Facebook page (start with your mobile device, ideally through the dedicated Facebook app) and see if you still scrub up as well as you should.

Introducing Pinterest Place Pins

Now here’s something an advertiser can love: new Pinterest Place Pins. Digital Market Asia explains exactly what they are:

Pinterest has introduced a whole new initiative: Place Pins. With about 1.5 million places being pinned every day, Place Pins were designed to combine images with an online interactive map. This is powered with Foursquare’s location API, along with Mapbox’s map technology, to aid users to explore and plan travel trips which can then be shared with friends.

More advertising avenues, with a few things to remember
Although Pinterest currently doesn’t offer ads on the site outside of Promoted Pins, Place Pins have ad potential as Pin locations include information such as addresses and phone numbers. This can be especially useful for travel and tourism businesses to, for example, help visitors discover things to do in an area. There is however a list of things that brands need to know.

Available on iOS and Android: Not only can Pinterest users find inspiration and plan trips online, they can keep track of places they would like to visit while they are on the go, through the Pinterest app.

Any Pin can be a Place Pin: Any existing pin on a board can be updated to include geographical data by selecting ‘Add Map’ in the Edit section of a board.

Any location can be Pinned: Even if a location isn’t on the map, pinners can add locations of their own.

Make a site Place Pin-friendly: Pinterest have partnered up with various businesses such as Foursquare and Hotels.com that will automatically include location info on their Pins. This and Pin It buttons on site images make it easy for pinners to save places they want to go to.

Create a place board: Make sure the place boards reflect and are relevant to the brand. The actual creation of a place board is simple enough: select ‘Add a map’ when creating a new board or edit an existing board’s settings. After this, you can map all your new and existing Pins to the board. For some inspiration check out Visit Britain’s UNESCO World Heritage Sites in the UK.

In this example, the Visit Britain UNESCO World Heritage Sites page on Pinterest displays a map with clickable pins.

pin1

Clicking on any of the pins reveals a pop-up with more details about that particular destination and a button to learn more.

pin2

In this example, clicking on the Learn More button takes users through to the Foursquare site for more information.

The opportunities for travel and tourism advertisers are fairly obvious (and this Pinterest enhancement is especially designed for travel planning), but what about other marketers?

  • Any business that has more than one location could benefit from this facility
  • Alternatively, Pinterest Place Pins lend themselves to promotional usage, for example if you want to organise a treasure hunt or a car rally or any other location-based event
  • you could link yourself to other businesses in your region that offer complementary products or services

The possible marketing uses are really only limited by your imagination.

Is OTT Messaging The New Social?

We’ve all become increasingly familiar with the tragic tales of people going for a job, standing for a public position or simply claiming to be off sick, only to be outed by their Facebook posts which reveal their failings, sins and indiscretions to the world.

We live in increasingly glass houses, where our lives are (in the finest tradition of The Truman Show) broadcast live to the world. Even if we avoid posting selfies in flagrante delicto, we can still end up tagged in photos that unflatter us. In the process of sharing stuff with our friends, we’re more and more likely to end up sharing with Google and its few billion acquaintances as well.

We’ve tended to view this is as an inevitable social transition, as the archaic notion of privacy is abandoned in favour of an always-connected “what happens in Vegas … now stays online forever” transparency paradigm. Yes, today’s employers may tut-tut and refuse to hire those whose indiscretions are blatantly displayed online; but tomorrow’s employers, their own failings similarly emblazoned across social networks, are likely to be more tolerant (or so we hope).

What we’re now seeing, however, is a move away from open social networks to the closed user spaces of OTT* messaging applications, especially amongst teens and young adults who are tired of leaving a digital trail which can be seen by parents and employers and by which they can be judged.

* These messaging applications are called OTT (Over The Top), to indicate that they sit on top of the mobile infrastructure, using internet data connectivity rather than the cellular messaging facility, usually at a much lower pricepoint

The move to OTT messaging is problematic for marketers, however, for several reasons:

1. No Clear Leaders

As ReadWrite notes:

“The messaging landscape is fragmented. Teenagers are ditching social media to chat on services like WhatsApp, Snapchat, WeChat and KakaoTalk. Apps like Kik, Line and Tango are other popular SMS replacements, [along with] Google Hangouts, Facebook Messenger, GroupMe and Skype.”

2. Advertising May Not Be Welcome

It doesn’t help that service providers such as WhatsApp are saying they don’t want to include advertising:

The people at WhatsApp say explicitly that they “are not fans of advertising.” Because of this, “WhatsApp is currently ad-free and we hope to keep it that way forever.” Are you listening, every other company? Because this is what users want.

Mainstream OTT messaging providers such as Facebook Messenger and Google Hangouts will be more sympathetic to marketers’ needs — but first they need to capture a significant market share.

3. Messaging Platforms Are Aiming To Keep Those Eyeballs Engaged

As always in the mobile space, the Asian markets demonstrate the future of OTT messaging platforms. According to BGR:

Mobile apps linked to messaging services are taking over the two most important Asian app markets, Japan and Korea. Today, nine out of the ten biggest revenue generators on South Korea’s Google Play app chart are Kakao apps. It is effectively becoming impossible to launch a major hit in the Korean app market unless you use Kakao’s messaging app as your platform. This in turn means that everyone interested in mobile apps is using Kakao. The messaging app has turned into the dominant platform for game distribution. LINE’s role in Japan is not quite as strong, but games for this messaging app regularly hold about half of the positions in Japan’s top-10 iPhone and Android app revenue charts.

… Time spent on messaging apps is exploding even in markets where games linked to these platforms have not yet taken off. According to The Hindu, people in India now spend 27 minutes per day on chat apps, up from 7 minutes just two years earlier. Many of the most populous countries in the world — China, India, Japan, Korea — have now fallen in thrall of the messaging apps. Their share of the daily leisure time of consumers is rapidly expanding. This will inevitably give messaging app vendors a golden chance to turn into content delivery companies. And to stage a serious offensive against Facebook, Twitter and Google.

Second, revenue growth generated by games linked to messaging apps is unearthly. LINE is now generating 67% revenue growth — between quarters, not annually. China’s WeChat is already on a big, global marketing binge, which has helped it boost its presence dramatically from Italy to Nigeria over the past summer.

Finally, one of the hottest app industry topics in Tokyo [at the Japan Game Show in September 2013] was the expansion of content services that we are about to witness. Over the next year, a rapidly expanding selection of comics, videos and music will start flowing to users of WeChat, LINE and Kakao.

4. OTT Messaging Is Taking Over from SMS

OTT Messaging isn’t only competing with Social Media, of course — it’s also taking on good old SMS text messaging, and (according to an April 2013 study by Informa) it’s already won. Business Insider reports that 41 billion OTT messages are now exchanged every day, compared with 19.5 billion SMS messages.

A late-2012 white paper by McKinsey highlights the key drivers of OTT adoption:

  • Technology Readiness, in the form of 3G or 4G networks; and penetration of smartphones
  • Cost Incentives, with SMS too expensive relative to data charges
  • Social Propensity, particularly driven by smartphone adoption amongst teens and young adults
  • Market share of specific OTT messaging applications

Here’s how those triggers drove adoption in South Korea and the Netherlands, according to McKinsey :

ott-triggers

Do most of these triggers apply in New Zealand? Indeed they do.

5. Blink And You’ll Miss It

As if the proliferation of messaging platforms was not enough to worry about in itself, we’re now seeing the development of content that, like SnapChat, self-destructs. Forbes reports:

[Ephemeral apps, such as, in this example, Frankly, work like this:] send a message, and your recipient will initially see a box of blurred text. Once they tap it, a set timer counts down the seconds till the message has been deleted; sent to the digital afterlife. Chat windows, for the most part, thus stand empty at all times. Each time someone sends a text, they can also tap a black “x” afterwards to take it back, in case they change their mind. The idea is that the sender is always in control.

“Maybe, just as the rise of big data and government surveillance and privacy concerns and the over-curated self images on Facebook, people are saying, ‘I miss the days when I could have a private conversation,’” says Frankly founder Steve Chung. “‘Maybe I’m not saying anything bad, but you and I sit down in a coffee shop and we remember what we remember. When we leave, we don’t have reams of paper that recorded it all.’”

The question then isn’t if people want their messages deleted — plenty seem perfectly happy to keep reams of recorded texts — but whether they want more control over what is recorded.

Other ephemeral messaging services include such little-known names as Wickr, Blink, Gryphn, Ansa, SecretInk and Tiger Text. They’re fighting for market share in a still-developing arena, responding to consumer demand for a little more privacy.

Your messages probably still aren’t safe from the likes of the GCSB, Julian Assange or Edward Snowdon, but at least your boss shouldn’t be able to read them without your permission.

PS We cover OTT Messaging in detail in our new Mobile Marketing course

LinkedIn Adds Showcase Pages

LinkedIn continues to work on expanding its revenue potential beyond the recruitment industry, an evolution which we encourage and support — in our view, LinkedIn offers far, far more than just a place to strut your stuff in front of prospective employers.

In this latest development, announced earlier this week, LinkedIn has added a new facility to its Company pages — the ability to add up to 10 free Showcase Pages which (as the name suggests) allow companies to showcase specific products and services.

Yes, you can already have separate product or service pages linked to your Company page, but these new Showcase pages offer two significantly different features:

  1. Showcase pages attract their own individual followings — they do not inherit any followers from their parent Company pages. For some, that may seem like a negative (“you mean, I’ve put all this effort into building up a following for my company page, now I have to do the same for each individual Showcase page?”), but the reality is that if you provide several products or services that appeal to different target markets, then each product/service can have its own Showcase page with its followers.For example, we’ve just launched a new Mobile Marketing course (details here, if you’re interested: http://mobilemarketing.ac.nz/ecourses), which may not appeal to the same people who are interested in our Social Media or eCommerce courses. We can now encourage those interested in Mobile Marketing to follow our new Mobile Marketing showcase page on LinkedIn.
    .
  2. Showcase pages have their own Status Update facility. This is the key element that makes Showcase pages worthwhile — you can now post updates specific to an individual product or service (or even topic), and only reach those people who are interested in that topic.Using our Mobile Marketing example again: we can now post mobile-related updates to our Mobile Marketing showcase page followers, without bothering those interested only in social media.

So how do you create Showcase pages?

Glad you asked. First, you must be an Administrator of a Company Page, because all Showcase pages are linked to Company pages.

Secondly, note that the Showcase pages are rolling out around the world this week, so the facility may not be enabled on your page yet (if not, check back again in a day or so).

With those caveats out of the way, head to your Company page — and in particular to the “Edit” button on the right hand side of your Company page. You’ll find the “Create a Showcase page” option at the bottom of the accompanying dropdown menu:

showcase1

Select that option.

You’ll be prompted to create a title for your Showcase page, and also (optionally) to add Administrators:

showcase2

A couple of points to note on page title creation:

  • The words you choose for your title will also become the permalink for your Showcase page (for example, our selected words above meant that the address for our new page is http://www.linkedin.com/company/the-principles-&-practice-of-mobile-marketing). This has the usual implications for being found in the LinkedIn search engine and via Google, so choose carefully. (NB: LinkedIn advise that they’re not currently offering customizable URLs for Showcase pages, but are exploring the opportunity have this feature available in the future. )
  • The title words you choose will also appear over your main image, so shorter is better (we went back and shortened our title once we’d seen what happened to our image). However, if you want to benefit from the longer title in the search engines, you can always edit your title later, as we did.

Next, you’ll be taken to the main Edit page, for you to add:

  • a main image (LinkedIn calls it a “hero” image) — this image is not currently clickable
  • a short description (at least 75 characters but no more than 200 characters in total)
  • a small logo and an even smaller square logo
  • a website URL where Showcase page visitors can go for more information

showcase3

If you think this is minimalist, so do we. Still, the main point of this page is to serve as a rallying point for tightly-targeted updates, so don’t be too perturbed that you can’t include very much on your Showcase pages.

Here are the specs for the images:

  • Hero Image: Minimum 974 x 330 pixels. PNG, JPEG, or GIF. Maximum file size 2 MB. You can crop your image once it’s uploaded.
  • Logo: 100 x 60 pixels. Image will be resized to fit.
  • Square logo: 50 x 50 pixels. Image will be resized to fit.

The process for uploading images is simple enough: click on “Add Image” and follow the instructions, cropping your image as necessary.

showcase4

Do the same for the logos (which will show up in your updates and search results).

showcase5

Add in the URL for the website page related to this specific product. You can also choose an industry category for this page (which need not be the same as the category of your Company page) and decide whether or not to display other Showcase pages related to your company.

showcase6

Once you’ve finished filling out all these details, click on “Publish” and check out the results:

showcase7

As we said, minimalist. But it’s what you do next that counts:

  1. Start creating highly-targeted status updates
  2. Invite relevant LinkedIn contacts to follow you

Got it? Good. Then start creating those Showcase pages. Just remember, though: only create pages that you can feed with highly-targeted content, otherwise you’re just wasting your time.

Ken8U0AbON8

Facebook Revamps The News Feed

[uvc-youtube id=”Ken8U0AbON8″ width=”560″ height=”315″ autoplay=”0″ controls=”1″]

Facebook just announced a revamped version of its News Feed, which it is starting to roll out around the world. The Facebook video above (supplied via CNET) highlights the key points:

1. User Controls of News Feed Content

Users Can Choose The Contents Of Their News Feed

Users can now determine exactly what populates their News Feed.

PC World explains this new approach:

The existing News Feed displays a mash-up of posts from friends alongside Facebook pages you’ve liked . Those posts include check-ins, photos, videos, and status updates in some arcane order determined by an algorithm. The updated News Feed, by contrast, separates  types of content, and lets users choose to view only photos, or only music, or only updates from businesses like yours—in other words, the pages they’ve liked.

TechHive drills into more detail about the new News Feed options:

The Music feed

One of the biggest changes to the design is the way it handles music. There’s a new feed to deal only with music-related stuff. You just choose the feed from a feeds drop-down list at the top right of the page.

Facebook News Feed

Music feed

The Spotify music your friends are listening to is now featured in the music feed. Facebook has moved your friends’ song listens out of the old ticker at the right hand side of the screen, and into the music feed.

And Facebook is doing a lot more with those Spotify listens. It looks for artists and songs that multiple friends are listening to and groups them together in an article in the news feed. The article contains a large picture of the artist, and at the left you can see all your friends who’ve listened to the artist lately. Mouse over any of the pictures and you can see what those people said about the artist.

The Following feed

Facebook News Feed

Some of these themes are continued in other feeds. In the Following feed, Facebook now builds media rich articles using content from the pages of publications or public figures you like. For instance, if you follow the Onion’s page, you might see an article in your feed with the three most recent articles from the publication. Each article has its own image, and a 20-word summary. You might also find in-page videos of public figures you follow.

The Photos feed

Facebook News Feed

Photos feed

The Photos feed simply displays all the posts that include photographs. The photos appear larger in the feed, as well as the text around them. Even the text in the comments boxes below the photos appears to be a little bit bigger than before. At the top of the Photos feed page, you’ll find a small header image that incorporates one of the images from your feed. (Actually, all the new feeds pages have these header images.)

2. Larger Pictures for More Visual Impact

Images are to be given much more priority in the new-look News Feed, for which we can probably thank Pinterest and Instagram (and the fact that, as revealed by Mark Zuckerberg, 50 percent of the content in the Facebook News Feed already comprises photos and videos). Little wonder, then, that the News Feed is being given a visual makeover.

Here’s what you’ll see if you look at a typical Facebook News Feed now:

Current Appearance of the Facebook News Feed

And how it will look once the revamp rolls out:

Larger Visual Images in Facebook News Feeds

3. Facebook Albums Look Better Too

From this:

How Facebook Albums Look Now

To this:

How Facebook Albums will look

4. New Look For Shared Stories

Perhaps the most dramatic change is to the way that links are shared on Facebook. You’ll be familar with the current appearance:

How links are shared on Facebook

Look again:

The new look for shared links on Facebook

The new Sharing layout resembles (and was probably inspired by) the table of contents of a magazine. The new look includes:

  • A much larger image
  • A more prominent title
  • And a longer summary that tells you what this article is about

Facebook is also starting to add the logos of the publishers in the corner, its own effort to add authority and credibility to the shared content.

5. Desktop Mobilised

Facebook Looks The Same Across Desktop and Mobile

This visual makeover will see Facebook adopt similar layouts across both desktop and mobile, taking advantage of recent mobile styling.

What About The Marketers?

Collectively, the changes add up to a bold new look to the Facebook News Feed, at least for consumers. But where are marketers in all this?

AdWeek reported on the reaction from the marketing industry:

Many marketers gleefully anticipated that the content-specific feeds that Facebook was reportedly prepping would improve their ability to target ads. But when Facebook announced the new feeds on Thursday, advertisers were all but shut out—many of them feeling none too happy about it. CEO Mark Zuckerberg said the company has yet to determine how it wants to handle ads in the four new feeds.

The ability to target, say, image-rich ads to the Photos feed, or promote a brand-related jingle to the Music Feed ads would be “definitely a great opportunity for advertisers. I don’t know why they’re not making that available right now,” said Performics global CEO Daina Middleton.

Facebook isn’t leaving Madison Avenue completely in the dark. After the announcement, the company emailed marketers with a follow-up overview of the new feeds and design “and said right now ad units aren’t going to change,” said iCrossing’s head of social media Amanda Peters, who received such an email.

Despite that outreach, “I was surprised that there wasn’t any mention of ad units [during Thursday’s announcement],” Peters said. “I think [the new feeds] do present an opportunity for new units and potentially more dynamic units, more targeted units for specific feeds. My guess is that would come very soon.”

But maybe marketers shouldn’t be surprised about a lack of initial ad talk, given past Facebook announcements regarding product changes, said MEC managing partner and social practice lead Kristine Segrist.

“I feel like historically whether it was Timeline or other big platform changes, they roll out the user experience first, get some learnings, test it in the wild, then roll out the accompanying ad products,” she said. However “the scary story for marketers is whether users have newfound controls and can choose to spend time where brands or businesses can’t be part of the conversation.”

“There will be a section of the new News Feed dedicated to pages that users have liked”, says Tony Bradley. However:

Borrowing the personalized newspaper analogy, that section will be the equivalent of the classifieds section.

It’s fair to assume that the users who have liked your Facebook page are at least peripherally interested in your products and services. However, people spend time on the social network to be, well, social.

Their first thought won’t be, “Hey, I wonder if that company I liked has anything new to say.” It probably won’t be their second or third thought, either.

Don’t wait for users to find you in the equivalent of the classifieds. To stay in the game and engage with your community, take your business to them. How do you do that? Use lots of photos and videos to help you business show up in the sections of the new Facebook News Feed, such as Photos, that will have the most traffic.

In other words, even in the new-look Facebook News Feeds, old-fashioned Engagement is as essential as ever.