Monday, January 26, 2015

[RED DEMOCRATICA] Don't ignore your engagement metrics


Twitter users get taste of auto-play content | Vine videos don't have to be a big production | Vox Media plans Facebook-exclusive content
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January 26, 2015
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Twitter users get taste of auto-play content
Vevo used a little-known feature in Twitter's Amplify program last week to have a song from the "Fifty Shades of Grey" soundtrack automatically play in users' Twitter feeds. The social network is working on an easier way for marketers to auto-play content. Adweek (1/23)
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Vine videos don't have to be a big production
Businesses don't need big production budgets to create viral six-second Vine videos. An unpolished look can be appealing and other low-cost tactics, such as using customers as subject matter, can be effective at drawing new business. The Wall Street Journal (tiered subscription model) (1/26)
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Vox Media plans Facebook-exclusive content
Vox Media is building up its social-exclusive content campaigns to be ready when Facebook starts sharing native-video revenue with publishers, writes Lucia Moses. Vox properties SB Nation, The Verge and its flagship news site saw social reach rise between 200% and 450% last year, primarily via Facebook. (1/26)
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Sometimes email is the forgotten marketing channel, but it's as reliable and profitable as ever. A study from the Direct Marketing Association says that email provides a $39.40 return on every dollar invested into it. Read our marketer's guide to learn the advantages of triggered and retargeted emails, and get real-world insights into smart email marketing from C Spire Wireless and others. Download now.

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5 tips for managing negative online comments
The Internet gives your customers a voice online, but what can you do when that voice is yelling negative comments? With 5 tips, you can learn how to positively respond and help direct the conversation. Read the article and learn the 5 ways to respond positively.

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Mountain Dew tests Snapchat's storytelling potential
Mountain Dew has launched a Snapchat story campaign for its new line of Kickstart energy drinks. Using the hashtag #Kickstart, the brand hopes to generate buzz on the youth-driven Snapchat and other social media sites including Twitter, YouTube and Vine. Mobile Marketer (1/23)
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#HeForShe campaign picks up corporate sponsors
Tupperware Brands, Unilever and PricewaterhouseCoopers pledged their support to the #HeForShe global campaign for gender pay equality last week at the World Economic Forum. Seventeen percent of attendees, who included billionaires and political leaders, were female. CNNMoney (1/24)
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The IDC Market Spotlight on Network Automation and Agility
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Tumblr to pair artists with brands with Creatrs Network
Tumblr has launched an in-house unit called Creatrs Network that seeks to match the site's creative talent with brands looking for such work. So far, 300 artists are in the network and brands such as Olay, Gap and Axe have tested the service over the past year. Fast Company online (1/22), MediaPost Communications/Social Media Marketing Daily (1/22)
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The ROI of Privacy with TRUSTe Solutions
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Measurement Matters
Don't ignore your engagement metrics
Engagement metrics won't tell you everything you need to know about a brand's performance, but you shouldn't ignore them, Mark Traphagen writes. Consider it a starting point, then delve into patterns and the ways that users are re-engaging with content, Traphagen writes. Marketing Land (1/22)
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Robots square off in soccer tournament
A group of robots showed off soccer skills in a tournament intended to advance artificial-intelligence and robotics research. Researchers still have work to do: The robots were barely able to keep their balance or kick the ball. The Daily Dot (1/21)
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The smart marketer never relies on any one metric, but takes into consideration the interplay of many different factors."
-- Mark Traphagen, writing at Marketing Land
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 Andy Sernovitz, Editor at Large
Andy Sernovitz is the New York Times best-selling author of "Word of Mouth Marketing: How Smart Companies Get People Talking" and the blog "Damn, I Wish I'd Thought of That!" He runs, where marketers and entrepreneurs learn to be great at word of mouth marketing, and, the community for social media leaders at the world's greatest brands.
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