Making Tracx

The Friday Five for July 24th, 2015

Posted by Marketing on Jul 24, 2015 10:19:31 AM

Following is this week's Friday Five! a quick rundown of our favorite social media content that gained traction online over the course of the week. The articles herein are identified using the Tracx social business management platform. They cover everything from social media industry-related content, to unique projects that we feel utilized social data in a powerful way, to pieces that simply piqued our interest or made us think about a given topic differently.

So, without further ado, we bring you the Friday Five!

Facebook Content Marketing: What Should You Post on Facebook?

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If you own a business page on Facebook, it can give your website traffic a boost. But what should you be posting on Facebook that can enhance your brand’s image and improve your traffic?

How Social Media Can Be Your Best Source For Leads

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We've all heard that social media does not work for B2B marketing. In reality, social media can easily be your biggest source of leads for your company.

Do You Even Know What Your Social Media Goals Are?

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Having social media goals is one thing... Having the RIGHT social media goals is a completely different beast to tackle.

What Does “Community” Mean for B2B Digital Marketing?

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Effective B2B digital marketing is not a clear-cut numbers game. In fact, smaller numbers are sometimes better (so long as they convert) because that means you’re targeting the right attention for your blog and social media. Why? The reason that smaller is better comes down to a hot digital marketing topic for social 2015: community. 

How the Value of Social Content is Increasing

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When it comes to platforms like Facebook, Flipboard and LinkedIn, the quantity of content doesn't matter. Those who understand the right content to share will come out ahead.

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Topics: #FridayFive

Email is Under Attack: That’s a Good Thing

Posted by Todd Wasserman on Jul 22, 2015 12:54:00 PM

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The following is a guest blog post from industry expert Todd Wasserman.

Tim Ferriss, author of the 4-Hour Workweek and the 4-Hour Body once joked that the major fears of modern man could be boiled down to two issues: getting fat and having too much email.

True enough. Much of the advice on Lifehacker seems to consist of email overload workarounds. Productivity books inevitably prescribe first and foremost that you limit your exposure to email, perhaps checking on a couple of times a day at regular intervals if you can stand it. In the modern workplace, email is often used as an Orwellian leash used to rein in employees when they’re out of the office.

The backlash against email is gaining momentum though both in the office and among younger consumers whose preferred mode of communication is other channels such as texting and social media. As a result, email’s long dominance may finally start to wane, much to many marketers’ chagrin since it has been such an effective communication channel.

The Office Backlash

If you hate email at work, for instance, you’ve got lots of company. Among them is Julia White. White, a general manager at Microsoft, likes to rail against email as an inefficient time suck. At Microsoft’s Ignite conference in early May, White presented the company’s internal social network, Yammer, and the real-time video capabilities of Skype as a viable alternative to the dreaded email. “ 

“Email is a lovely, wonderful thing that has a place in the world, but it is inherently a one-to-one communication,” White told The Economist. However, “the insights aren’t discoverable to other people who aren’t getting that directed piece of information.” In White’s view, if you have a general question for staffers, you’re much better off crowdsourcing it on Yammer than dragging down everyone else’s productivity with an unwieldy email chain. 

Then there’s Slack, the hot office productivity unicorn that “may finally sink email” if The New York Times is to be believed. Like Microsoft’s suite of products, Slack aims to supplant email with social media crowdsourcing and chat.

Teens Just Say No 

While corporate tastemakers are bashing email, teens are also turning up their noses. According to the Pew Research Center, just 6% of teens exchange emails daily. “They reserve email for official communications, or venues like school where alternatives are banned,” The Wall Street Journal mused. 

Instead, teens use Snapchat, Twitter, Facebook’s Messenger and texting to communicate. It’s unclear whether teens will maintain these habits throughout their lives. However, for marketers who want to reach teens, email is clearly a non-starter.

One successor might be Line. Most of the big texting apps, including WhatsApp, Messenger and iChat, are ad-free zones. The Japan-based Line is different though. Some 200 advertisers including Coca-Cola, Nike, Adidas and McDonald’s run ads on Line. At an industry event in Prague in May, Shintaro Tabata, Line’s senior executive officer and head of corporate sales, predicted that, plagued by paltry open rates, email will die “slowly but steadily.”

Facebook is holding the line on allowing advertising on Messenger and WhatsApp, but the latter cost the company $22 billion. Recall that Facebook waited a while before bringing advertising to another, much cheaper acquisition, Instagram.

Email vs. Social Media

Many will cheer if email goes the way of Friendster, but marketers won’t be among them. A 2014 study by McKinsey found that email is “significantly” better for acquiring customers than social media, 40X or so better though it still lags search by a wide margin.

The report also found that adults were using email less: Respondents spent 20% less time on email in 2012 than a comparable group did in 2008 as social networking, mobile and instant messaging picked up the slack, so to speak. 

With email on the wane, social media appears to be a much more agile way to interact with consumers. If you’re a consumer, it’s more satisfying (and effective) to publicly shame a brand on Twitter than to send an email.

As a marketer, you risk turning potential customers off by spamming them. On social media, a consumer has either opted in to follow your brand or she has somehow indicated a likely preference for your product or service at some point. 

As Facebook has argued for years, using a click-through-rate as a measure of an ad’s success is also problematic. Much of the ads that appear on Facebook these days are branding ads, not direct response. Email communication is designed for nothing else than to generate clicks. A better measure is ad spend versus return. In 2014, The New York Times profiled the marketers of MegaRed, a premium alternative to fish oil pills. MegaRed ran a very targeted Facebook campaign that earned twice its ad spend. It’s hard to believe an email campaign would have gotten 40X that.

All of which is good reason marketers should cheer to looming marginalization of email. As Ferriss notes, everyone would be happier with a bit less inbox time. 

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The Friday Five for July 17th, 2015

Posted by Marketing on Jul 17, 2015 10:39:28 AM

Following is this week's Friday Five! a quick rundown of our favorite social media content that gained traction online over the course of the week. The articles herein are identified using the Tracx social business management platform. They cover everything from social media industry-related content, to unique projects that we feel utilized social data in a powerful way, to pieces that simply piqued our interest or made us think about a given topic differently.

So, without further ado, we bring you the Friday Five!

Seven Social Media Strategy Mistakes Brands Still Make

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Many brands are still making silly mistakes in their approach to social media, which can damage their reputation and waste their marketing resources. It’s time to tackle some of the business and planning mistakes that happen before a single tweet is tweeted or post is added on Facebook. Here are seven key mistakes businesses should avoid. 

5 Tricks to Make Highly Sharable Social Media Graphics

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Sharing your images on social media channels can help increase your traffic. Marketing through social media may not be rocket science. However, you still need to learn the large science element of social media graphics.

Following Consumer Pathways Through a Multimedia World

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Marketers need to take a multi-layered approach to content distribution to drive mobile, personalised, and interactive engagement across the media that customers use every day. 

3 Ways to Utilize Facebook’s “Hot Topics” Data Reports

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Have you heard of Facebook’s “Hot Topics” reports? In December last year, Facebook introduced a new monthly report via their Facebook IQ blog called “Hot Topics”. “Hot Topics” is just as it sounds, a listing of all the most discussed topics across the Facebook eco-system for the previous month. 

8 Big Social Media Marketing Mistakes Businesses Make (and How to Avoid Them)

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First impressions are quick, powerful, and enduring — it’s very important to do everything you can to make a good one. Changing a first impression is doable, but it’s best to avoid making social media marketing mistakes in the first place.

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Topics: #FridayFive

Former CEO of Mojiva Joins Tracx as CFO

Posted by Marketing on Jul 14, 2015 9:38:22 AM

bennetTop strategy, finance and operations pro named CFO of global enterprise social media management company

NEW YORKJuly 14, 2015 -- Tracx Inc., the leading social business management platform, today announced the appointment of former CEO of Mojiva, Bennett Theimann, as chief financial officer. Mr. Theimann will lead global finance and operations for the company as it continues to expand operations to deliver continuous innovation to smart enterprises and brands around the world. 

"We are at a critical stage in our growth, supporting the ever increasing demand for enterprise-scale social business services worldwide," said Eran Gilad, CEO of Tracx. "Bennett's breadth of finance and operations experience is exactly what we need to take Tracx to the next level of profitability."

Bennett Theimann brings more than 20 years of large company and start-up experience in operations, finance, strategy and mergers and acquisitions. As CFO of Tracx he is responsible for global finance and operations, company expansion as well as analyzing growth opportunities. Prior to joining Tracx, Theimann was CEO of Mojiva Inc, a mobile ad server and display ad network which he restructured and sold in 2014.

Theimann also served in several executive roles, including CFO at the largest digital audio ad network, TargetSpot, Inc., Senior VP and Chief Procurement Officer at Hachette Filipacchi Media, CFO at Cellfish Media, President of Axel Springer Group and General Manager of Gruner+Jahr Publishing, a division of Bertelsmann, Inc. Theimann earned an MBA in Finance and Investments from Baruch College, and an MA in Economics from the University of Paris-IX-Dauphine.

"In this era of globalization and localization, scaling and automating marketing and customer service is paramount to brands and businesses around the globe," said Bennet Theimann, chief financial officer of Tracx. "As the strongest provider of social analytics, scaling insights across marketing, publishing and customer care is a top priority, one that I am delighted to take on in lock-step with the Tracx team."

About Tracx

Tracx is the leading social business management platform empowering enterprises and brands to create, manage, monetize and optimize social interactions throughout the consumer journey. Born smart, our solution analyzes and refines mass amounts of geographic, demographic and psychographic data from across the social web to deliver deep insights into customers, competitors and influencers. It then makes those insights actionable through its contextually-driven Social Recommendation Engine, enabling smarter interactions that deliver meaningful business results. More than 450 brands worldwide rely on Tracx to identify and target audiences, improve planning, enhance monitoring and effectively engage consumers. Tracx is headquartered in New York City with offices in Tel Aviv and London. For more information, visit www.tracx.com.

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The Friday Five for July 10th, 2015

Posted by Marketing on Jul 10, 2015 10:43:00 AM

Following is this week's Friday Five! a quick rundown of our favorite social media content that gained traction online over the course of the week. The articles herein are identified using the Tracx social business management platform. They cover everything from social media industry-related content, to unique projects that we feel utilized social data in a powerful way, to pieces that simply piqued our interest or made us think about a given topic differently.

So, without further ado, we bring you the Friday Five!

Tracx Recognized as AlwaysOn Global 100 Company to Watch

 

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Inclusion in the AlwaysOn Global 100 Companies to Watch signifies leadership amongst its peers and game-changing approaches and technologies that are likely to disrupt existing markets and entrenched players. Tracx was specially selected by the AlwaysOn editorial team and industry experts spanning the globe based on a set of five criteria: innovation, market potential, commercialization, stakeholder value, and media buzz.

 

7 Effective Ways to Repurpose Your Blog Content for Social Media

 

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If you find yourself short on time in your content creation process, but don’t want to compromise quality, then you may need to consider repurposing your content. Repurposing content is simply recycling content into different formats, allowing you to target your audiences again, or to target a new audience.

 

The Top-Rated Social Analytics Tools by Marketers

 

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Which social media analytics tools are most used and liked by marketers? To find out, G2 Crowd recently examined more than 200 evaluations of social analytics tools on its software review platform by business, marketing, and analytics professionals.

 

Automating to the Last Click: The Future of Marketing / Public Relations Innovation

 

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CMOs, VPs and Directors of Marketing have broad responsibilities in social media management. From defining a brand’s persona and brand engagement, to cross-channel publishing and day-to-day brand health management, marketers are tasked with resource-intensive initiatives, and marketing automation will be the key to their success and even, survival.

10 Social Media Lessons From The Grateful Dead

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For all intents and purposes, the Dead helped create the first social network. By building a community and connecting it through technology, the band helped people around the world share their passion for the music and communicate with each other to trade tapes, tickets, etc.

 

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about tracx

Tracx is a 360-degree social media management software (SMMS) platform delivering unified social intelligence that allows enterprises to manage, share and extract actionable insights, threats and opportunities from the social web.