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.
from New Zealand’s Leading Marketers
As the title suggests, MARKETING INSIGHTS is a new book collectingadvice 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 inlate January 2016and will be distributed free of charge in electronic form toa 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
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:
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 isDecember 21(although you are advised to BOOK EARLY to secure your choice of topic) and our deadlines areDecember 31(if you wish us to write the copy) orJanuary 12if you are providing complete copy.
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 is relaunching its Atlas advertising programme, enabling marketers to tap into its treasure trove of consumer data. Re/Code explains:
Facebook is reintroducingAtlas, the underused platform it bought from Microsoft last year.
Facebook says Atlas can help marketers track the effectiveness of their ads around the Web; it also says it will allow them to buy ads on non-Facebook websites and apps, using Facebook targeting data.
Facebook makes a point of saying these ads aren’t “Facebook ads.” But it is also playing up the notion that the ads marketers buy via Atlas will be more effective than other big ad platforms, because they use Facebook’s data.
Facebook says it is working with lots of partners, but so far has named only two. Ad holding giant Omnicom, which already has deals with Facebook, Google, Twitter and most other big digital players, says it will buy ads with Atlas. Facebook’s Instagram will also work with the platform. The most tantalizing notion I’ve heard this week is that Facebook has talked to Twitter about joining up, and that the idea remains a possibility.
What’s that? You’re worried about people using your Facebook data to serve you ads? Facebook says you shouldn’t worry, because your identity will remain anonymous to advertisers and publishers — they’ll just know some basic facts about you. But really, if you’re worried about this kind of thing you shouldn’t be on Facebook. Actually, the whole Web is probably a no-go zone for you. Sorry.
From a marketer’s perspective, the Atlas initiative is an inevitable development, as Facebook attempts to out-monetise Google.
As Pando notes, there’s another important side-effect to the Atlas initiative, as the world goes mobile:
Atlas solves a technical problem that has frustrated advertisers since consumers flocked to mobile devices: the inability to see how ads viewed on one device influence purchases made on other devices because digital “cookies,” the Web’s little stalkers, can’t track smartphone activity.
Check out the video, and check out Atlas, coming soon to a marketer near you.
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.
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.
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
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
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:
And how it will look once the revamp rolls out:
3. Facebook Albums Look Better Too
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:
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
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?
AdWeekreported 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”, saysTony 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.
While much of the social media buzz over the last couple of years has been about Facebook, the leading professional social network, LinkedIn, has just gotten on with business.
Now, more and more business people are starting to ask about marketing through LinkedIn, and whether it’s a good idea for their organisation.
Here are some of the most frequently-asked questions:
Q. Why should I bother about LinkedIn? Isn’t it just for B2B?
A. The motivations for developing an effective presence on LinkedIn are many and varied, but here are just a few:
Build Personal and Corporate Credibility. Before someone decides to accept an appointment request from you, or approach you about a business opportunity, they’ll first check out you and your company on LinkedIn. Research shows that 40 percent of everyone you meet will try to check you out online. 93 percent focus on LinkedIn, 66 percent use Facebook, and 54 percent recruit via Twitter.
Get Referrals. Most of us have sales responsibilities (in one form or another, even if the word Sales isn’t in our job title. It’s much easier to get a sympathetic hearing within an organisation if you already know someone there. The LinkedIn system enables you to quickly identify who you know who works for an organisation (or who knows someone who works there).
Make Sales. 61% of B2B organisations and 39% of B2C companies have successfully acquired customers via LinkedIn, according to HubSpot.
Build your network. LinkedIn provides an opportunity like never before to meet and collaborate with people who you would likely not meet any other way. The talent pool available to question, poll, and request advice from is almost overwhelming. LinkedIn’s 3-tiered network gives you access to your connections’ connections whenever you search for someone with particular skills, and the reverse is also true, so a strong LinkedIn presence can get you noticed when a friend’s friend is searching for someone who does exactly what you offer.
Demonstrate your capabilities. This is not the place to be humble. A strong LinkedIn profile can lead to jobs, project work, speaking engagements, and new vendor relationships.
Display public references. This is an opportunity to prove that you are actually capable of all the wonderful things you claim on your profile. These credibility boosters are also instantly accessible references for a potential employer to read, which may give you an added push to the top of the applicant pile.
Build your personal brand. You already have a brand, which is how people feel about you. It’s the public’s sum total of all their experiences with you. LinkedIn provides a terrific opportunity to bring your brand online, reinforcing what people already think of you professionally and revealing it to an expanded network.
Increase traffic to your website and blog. LinkedIn provides many opportunities to drive traffic to your website and blog. You can start by adding links within your profile, but don’t forget about adding them to your signature whenever you post a comment to a discussion item within a group or answer a question. You can also post a link to a new blog post as a status update and within relevant groups. In addition, you can add links to your website and blog from your company’s profile, and you can use the companies component to add exclusive offers that link to custom landing pages on your website or blog.
Position you as an expert. LinkedIn provides opportunities to demonstrate your expertise in ways that don’t make you appear as a pompous, egotistic fool. By answering questions, contributing to discussions, and always being helpful and friendly, you can raise your professional credibility and stature. This can lead to media interviews and other opportunities.
High Authority Link Juice. If you have a profile on LinkedIn and it has been filled out completely, then when you type in your name, or the name of your business on Google, your LinkedIn profile will more than likely come up on page one. Now, If you participate in the community, and you leave recommendations for others with your signature, business name, and web address, you will have high authority links pointing back to your web presence from each and every one of those posts you leave.
Social Proof. If you spend a little time visiting other businesses on LinkedIn and leaving recommendations, you will be able to ask for recommendations in return. When people come to visit your LinkedIn profile and see 6, 12, or 20 recommendations from other professionals, what do you think this will do for your business, you, and your overall reputation?
Q. Does LinkedIn matter for Kiwi businesses?
A. New Zealand now boasts 707,696 LinkedIn members, according to SocialBakers. LinkedIn usage has more than doubled over the last twelve months (UMR Research), going from 12% to 29% of Kiwis online. Despite that growth, the 2012 MYOB Business Monitor shows that just 17 percent of New Zealand businesses use LinkedIn to network with business colleagues and/or clients. That spells opportunity — you can be marketing through LinkedIn ahead of your competitors.
Q. Is My Industry On LinkedIn?
A. Virtually every industry is, naturally with some represented in larger volumes than others. Industries represented globally on LinkedIn, in order of popularity, include:
7. Consumer Goods
Although Company Pages are a relatively new addition to LinkedIn (so listed NZ business numbers are still small), these are the numbers of Kiwi companies listed on LinkedIn, for the Top Ten Industry Sectors:
LinkedIn has over 175 million members globally as of October 16, 2012. To put this in perspective, LinkedIn had only 32 million members in January of 2009
Users are joining LinkedIn at 2 members per second
LinkedIn is expecting to reach 5 billion professional searches in 2012
There are over 1 million groups on LinkedIn. These groups contain between 2 and 250,000 members
The mobile version of LinkedIn is its fastest growing service
The LinkedIn mobile app had 12 options in 2011 and approximately 1 million users. In 2012, LinkedIn cut the number of options down to 4 and they saw an increase in the number of users from 10% to 23%
There are over 28 people searched on the mobile app per second
Over 75,000 developers are using LinkedIn’s API’s in their own products and services
LinkedIn gets over 2 billion network updates viewed weekly
There are over 175 thousand new LinkedIn profiles created every day
There were 3 billion searches on LinkedIn as of September, 2012
Over 25 million LinkedIn profiles are viewed every day
There are over 2 million LinkedIn Company Pages on LinkedIn
Over 1 million publishers have implemented the LinkedIn share button on their sites
Recently, 150 thought leaders were requested to create articles for LinkedIn on various topics. These individuals consisted of 1 Nobel Prize Winner, members with over 2 million followers, 1 McArthur Genius, 29 New York Times best seller book authors, all from 11 countries
There are over 10 million endorsements provided on LinkedIn everyday
There has been over 200% more social interactions since the LinkedIn homepage was redesigned
Whew! That pretty much covers the questions commonly asked about LinkedIn.
If, after all that, you’ve decided that LinkedIn is a professional social network you should know more about, please keep reading for details of our How To Use LinkedIn Effectively online training course.
How To Use LinkedIn Effectively – For Your Business And Your Career
As we noted above, New Zealand now boasts 707,696 LinkedIn members. Yet far too many of those Kiwi members simply don’t know how to use LinkedIn effectively to promote themselves or their organisations.
In response to this need, we’ve developed a course that will show you how to use LinkedIn to best advantage, taking account of the various developments being rolled out regularly by the LinkedIn team.
About the Course
This is a seven-part eCourse providing a comprehensive introduction to LinkedIn, from the basics to detailed instructions on how to use LinkedIn to promote your organisation, build your personal reputation, find a job, recruit staff and even make sales.
This eCourse is conducted on a web-based e-learning software platform, enabling course participants to proceed at their own pace, accessing materials online. This particular eCourse provides content in a variety of multimedia forms, including videos, slideshows, flash-based presentations and PDF files. No special software is required to participate.
Course lessons will be provided in seven parts, for participants to access in accordance with their own timetables.
COURSE CREATION AND TUTORING
This “How to use LinkedIn Effectively” programme has been created and is tutored by ye editor, Michael Carney.
WHO SHOULD TAKE THE “HOW TO USE LINKEDIN EFFECTIVELY” COURSE
Any business professional who wants to master LinkedIn, whether to further their own career or to develop their business presence on the world’s leading professional network.
Lesson One: How To Set Yourself Up Effectively On LinkedIn
You’re probably one of the seven hundred thousand Kiwis who already have a profile on LinkedIn — but is it just a transplanted CV? We show you how to turn your basic profile into a living, selling document that:
showcases your unique talents and experience to best advantage
reinforces your personal brand with a compelling headline that’s the first thing any visitor will see
highlights your achievements, not just your history
provides a platform for your future success
Lesson One also covers:
The most effective ways to ask for recommendations and endorsements
How to use the principle of Reciprocity to sharpen your profile
Trojan Horse Marketing and how it can really work for you
How to claim your name on LinkedIn (and why it matters)
How to optimize your profile for SEO
How to use LinkedIn’s Mobile Apps and how you can ensure that your profile stands out on every platform
The power of an effective profile summary
How to re-shape your profile to make it sizzle (and show off your best bits)
Lesson Two: How To Use LinkedIn For Business
Once you have your own personal profile up and sizzling, it’s time to turn your attention to your organisation (especially if you operate in the B2B space). LinkedIn has surpassed Twitter as the most popular social medium for distributing B2B content, with 83% of B2B marketers using LinkedIn to promote their organisations. So where do you begin? We start with Company Pages (which were recently redesigned to make it easier for LinkedIn users to find, follow and engage with companies of interest).
Topics covered in Lesson Two include:
How to use LinkedIn Banner Images to showcase your company brand and really bring your page to life
How to attract keen followers to your company pages (and what that does for your organisation’s visibility on LinkedIn)
What you can now say about your company’s products and services
How to harness social proof to best effect
Why you must make your updates valuable, relevant and interesting (and what that really means)
Lesson Three: How To Use LinkedIn To Find A Job
You’ve probably heard that LinkedIn is very useful when you’re looking for a new job — but where do you start?
In Lesson Three, we talk about:
How to use LinkedIn to get the word out that you’re in the market
How to polish your LinkedIn profile even further, to highlight your best (and most employable) characteristics
How to find out where people with your skillset are working
How to check if a company is still hiring
How to identify new recruits (and perhaps pick their brains)
How to find out who’s who in your target industry
How to network shamelessly to future-proof your career
How to build your personal brand
How to enhance your Resume with LinkedIn Testimonials
How to find (and capitalise on) inside connections at potential employers
How to search the hidden job market for opportunities
How to use LinkedIn to prepare for your job interview
Lesson Four: How To Use LinkedIn To Generate Business
Can you actually use LinkedIn to create business? Yes, indeed you can, and we’ll show you how. Along the way, we’ll talk about:
How to use LinkedIn to find business opportunities
How to Use LinkedIn Groups to build relationships with prospects and attract new leads
How to decide who you should connect with (and who doesn’t make the cut)
The power of a clear Call To Action
LinkedIn Special Offers (and where it’s appropriate to make them)
How LinkedIn’s Advanced People Search feature can be your very best prospecting friend
How to use LinkedIn for sales success
Lesson Five: How To Use LinkedIn’s Paid Services
You’ve probably noticed that, whilst many of LinkedIn’s services are free, you are occasionally encouraged to buy some stuff there. Reportedly, around 2% of LinkedIn members have paid-for subscriptions. So should you dip into your pocket?
In Lesson Six, we evaluate the pros and cons of:
LinkedIn paid advertising — how it works, what you can expect to pay and what results to aim for
The surprising response rates of LinkedIn InMails (and when using them is worthwhile)
How to use LinkedIn’s Profile Organizer
The LinkedIn paid account options and what they provide
Lesson Six: Marketing Through LinkedIn
So far we’ve looked at how to use LinkedIn to make sales and build your reputation. But LinkedIn is also an ideal vehicle for promoting your organisation to other businesses.
In Lesson Six we’ll look at the promotional potential of LinkedIn, including:
How (and how often) to craft status updates that will appeal to your target customers and clients
Best practices for sending out mass messages and invitations (without being a pest)
How to use Groups to build your authority and keep in regular touch with your prospects
How to connect from LinkedIn to the rest of the web, using widgets and plugins and other automated services
How to share useful articles and resources without overdoing it
How to add videos and presentations to LinkedIn
How to use the right tools to manage your LinkedIn content to avoid getting overwhelmed
Lesson Seven: How To Use LinkedIn For Recruiting
We’ve already covered using LinkedIn to find a new job. In Lesson Seven we look at the flip side of the coin — how to use LinkedIn to find the most appropriate candidates for vacancies within your organisation.
In this lesson, we consider:
why LinkedIn is a fertile ground within which to find perhaps 80% of your prospective employees
How to use LinkedIn to tap into the most effective recruiting source of all
The crowd-sourced accuracy of LinkedIn profiles
LinkedIn’s job-posting facilities (and whether you should use them)
Soliciting introductions: the appropriate protocols
How to use LinkedIn to search and compare
The next “How To Use LinkedIn Effectively” course begins on Thursday December 6. To make allowance for the Christmas Holiday season, we will pause for a three-week break in the middle of the course. As a result, the following timetable will operate:
Lesson One: Thursday December 6
Lesson Two: Thursday December 13
Lesson Three: Thursday December 20 BREAK
Lesson Four: Thursday January 17
Lesson Five: Thursday January 24
Lesson Six: Thursday January 31
Lesson Seven: Thursday February 7
This seven-part eCourse is available for $497 +GST.
Bookings are confirmed on receipt of payment, which can be by cheque, bank deposit or credit card. We can raise an invoice in advance if you need it.
To reserve your place in our “How To Use LinkedIn Effectively” course, please pay by credit card through PayPal by clicking here.
If you would prefer to pay by cheque or bank deposit, or require an invoice, please send an email to [email protected] with your requirements.