A somewhat deliberately provocative presentation on the use of the term "engagement" in marketing, and specifically social media, as both an objective and metric and why we should stop it.
You track too much and still learn too little!
We're drowning in our generations new oil: Data! We’re trying to “make” everything AI. We’re always trying to make more in lesser time.
But honestly nothing really moves the needle!
Every company wants to be data-driven - data-informed. Companies invest millions into analytics and business intelligence solutions - But still most activities are more guess work then actually bound by knowledge!
Let’s discuss how analytics and BI can help your company gain a mindset of data, creativity, and curiosity!
What we’ll look into:
How do you concentrate upon what matters?
Why do we still make huge mistakes?
Why and how do OKRs matter?
Your take away:
Less metrics are better
Create an insights wiki / Weekly Insights Newsletter
Enforce water-cooler debate
Speaker
At Day Philipp is a Data Guy: a Marketeer, Designer, Developer, and Data Nerd. At night he becomes Father of two. He's worked at Rocket Internet, Project A and Germantech Digital where his personal goal always was to break up data silos to create a customer-centric environment and establish a culture of experimentation!
In this presentation for the #SM4NP DC conference on June 18, 2015, Ben Coit presented on how to get a mobile strategy in place to accelerate and enhance your existing marketing, fundraising, and communication initiatives. He discussed how to build the case for mobile, the elements to include in your strategy, and the most appropriate types of mobile solutions to consider.
Technology Trends Changing Consumer Behavior - Presentation at ZapposKyle Lacy
Presentation given at the Zappos HQ on trends changing consumer behavior in email, mobile, social and digital marketing. The future of marketing is very much dependent on the personalization of content and integration of data.
Presentation given at the Destination Marketing Association annual conference in Las Vegas, Nevada on July 23rd. Includes data around the growth of mobile and six other trends disrupting the industry.
You track too much and still learn too little!
We're drowning in our generations new oil: Data! We’re trying to “make” everything AI. We’re always trying to make more in lesser time.
But honestly nothing really moves the needle!
Every company wants to be data-driven - data-informed. Companies invest millions into analytics and business intelligence solutions - But still most activities are more guess work then actually bound by knowledge!
Let’s discuss how analytics and BI can help your company gain a mindset of data, creativity, and curiosity!
What we’ll look into:
How do you concentrate upon what matters?
Why do we still make huge mistakes?
Why and how do OKRs matter?
Your take away:
Less metrics are better
Create an insights wiki / Weekly Insights Newsletter
Enforce water-cooler debate
Speaker
At Day Philipp is a Data Guy: a Marketeer, Designer, Developer, and Data Nerd. At night he becomes Father of two. He's worked at Rocket Internet, Project A and Germantech Digital where his personal goal always was to break up data silos to create a customer-centric environment and establish a culture of experimentation!
In this presentation for the #SM4NP DC conference on June 18, 2015, Ben Coit presented on how to get a mobile strategy in place to accelerate and enhance your existing marketing, fundraising, and communication initiatives. He discussed how to build the case for mobile, the elements to include in your strategy, and the most appropriate types of mobile solutions to consider.
Technology Trends Changing Consumer Behavior - Presentation at ZapposKyle Lacy
Presentation given at the Zappos HQ on trends changing consumer behavior in email, mobile, social and digital marketing. The future of marketing is very much dependent on the personalization of content and integration of data.
Presentation given at the Destination Marketing Association annual conference in Las Vegas, Nevada on July 23rd. Includes data around the growth of mobile and six other trends disrupting the industry.
How to write an internal communication strategyRachel Miller
Rachel Miller, Founder of All Things IC Communications Consultancy shares her advice on writing internal communication strategy. Features an infographic by Alive With Ideas!
Branchout 2017 - Day 1 Session - Amanda GoetzBranch
Driving Agile Mobile Innovations Across Departments - The Role of Product Marketing
By Amanda Goetz, Head of Consumer & Product Marketing at The Knot
Product Marketing is a critical, strategic role but still wildly misunderstood and underutilized across but everything you need to know about working with Product Marketing you learned in Preschool. Join XO Group's (flagship brand - The Knot) Head of Product Marketing to learn 5 proven strategies to work effectively with your Product Marketer to benefit your mobile-minded organization and increase user acquisition, retention and grow brand equity.
Everything You Need to Know About Starting Influencer EngagementAttentive.ly
Did you know the most effective type of marketing is word of mouth because it's the most trusted source?
Communications that come from your own passionate influencers can drive powerful action. These are the people who can help share your content and massively extend your network reach.
Listen to our webinar to learn why leveraging the social power of your network is a game changer and exactly how you can do this.
Webinar Takeaways:
- How to identify your existing influencers
- The 3 types of influencers you need to engage
- How to approach influencers
- The best influencer calls to actions
10 career lessons for independent practitionersRachel Miller
This presentation was given by Rachel Miller, Director of All Things IC @AllthingsIC consultancy at the International Association of Business Communicators (IABC) #Eurocomm17 conference in London on 28 March 2017. She was sharing her career path and giving advice other independent comms practitioners can learn from.
Influential and Authentic Communication Workshop (2.5 hrs)Marlies van Dijk
This 2.5 hour workshop was designed for the Saskatchewan Medical Association Board members on Influential and Authentic Communication. It contains a number of exercises and links to resources.
Survivor: Fundraising Mountain - Strategies, Tactics, and Tips to Survive Yea...FirstGiving
Join Jeremy Haselwood as he presents Survivor: Fundraising Mountain. The digital fundraising landscape is riddled with traps, wild animals, and random elements. This webinar will explore digital strategies, tactics, and tips to survive year-end giving. Make it through the important holiday season and set your organization up for fundraising success into the next year.
Come January 1, will your strategy get you voted off Fundraising Mountain? In other words, will donors give to another organizations instead of yours? Don't let that happen. Find out how your organization can acquire and cultivate more passionate donors and finish this year strong.
Full Engagement Leadership: Matt Walker's Five Elements of AdventureMatt Walker
Matt Walker teaches leaders how he transfers the lessons learned from climbing the world’s highest mountains to foster an adventure mindset that seeks challenge, innovation, and excellence. This isn’t leadership theory. This is Matt’s direct experience as a mountain guide on the highest mountains in the world coupled with his background as a Behavioral Scientist to offer immediate and tangible leadership skills and application.
The Five Elements of Adventure are the framework from which summit success and full engagement leadership are built.
Filter, reduce, remove your way to a more successful mobile intranetJonathan Phillips
For a mobile intranet to succeed, you must understand the user, the phone and the context for use. This presentation talks about the way employees use a phone and look for pointers for development of mobile intranets
Social Media data is growing at an exponential rate and Social Media sites are the new street corner where people gather and discuss their day, issues and thoughts with friends and other like-minded people. In the past, when someone had complaints about a company, they would tell their neighbors, today they tell their network, which tells theirs. What use to be 10 people, now has gone viral on Social Media and is reaching thousands if not 10s of thousands of people. Companies must know what is going on in the Social Media. This doesn’t just affect your marketing team, put touches every aspect of the business – brand management, CRM and social channel managers, product management, analytics research, risk/security, to name a few. If Social Media is powerful enough to bring down a country, it will have an impact on your business!
How to write an internal communication strategyRachel Miller
Rachel Miller, Founder of All Things IC Communications Consultancy shares her advice on writing internal communication strategy. Features an infographic by Alive With Ideas!
Branchout 2017 - Day 1 Session - Amanda GoetzBranch
Driving Agile Mobile Innovations Across Departments - The Role of Product Marketing
By Amanda Goetz, Head of Consumer & Product Marketing at The Knot
Product Marketing is a critical, strategic role but still wildly misunderstood and underutilized across but everything you need to know about working with Product Marketing you learned in Preschool. Join XO Group's (flagship brand - The Knot) Head of Product Marketing to learn 5 proven strategies to work effectively with your Product Marketer to benefit your mobile-minded organization and increase user acquisition, retention and grow brand equity.
Everything You Need to Know About Starting Influencer EngagementAttentive.ly
Did you know the most effective type of marketing is word of mouth because it's the most trusted source?
Communications that come from your own passionate influencers can drive powerful action. These are the people who can help share your content and massively extend your network reach.
Listen to our webinar to learn why leveraging the social power of your network is a game changer and exactly how you can do this.
Webinar Takeaways:
- How to identify your existing influencers
- The 3 types of influencers you need to engage
- How to approach influencers
- The best influencer calls to actions
10 career lessons for independent practitionersRachel Miller
This presentation was given by Rachel Miller, Director of All Things IC @AllthingsIC consultancy at the International Association of Business Communicators (IABC) #Eurocomm17 conference in London on 28 March 2017. She was sharing her career path and giving advice other independent comms practitioners can learn from.
Influential and Authentic Communication Workshop (2.5 hrs)Marlies van Dijk
This 2.5 hour workshop was designed for the Saskatchewan Medical Association Board members on Influential and Authentic Communication. It contains a number of exercises and links to resources.
Survivor: Fundraising Mountain - Strategies, Tactics, and Tips to Survive Yea...FirstGiving
Join Jeremy Haselwood as he presents Survivor: Fundraising Mountain. The digital fundraising landscape is riddled with traps, wild animals, and random elements. This webinar will explore digital strategies, tactics, and tips to survive year-end giving. Make it through the important holiday season and set your organization up for fundraising success into the next year.
Come January 1, will your strategy get you voted off Fundraising Mountain? In other words, will donors give to another organizations instead of yours? Don't let that happen. Find out how your organization can acquire and cultivate more passionate donors and finish this year strong.
Full Engagement Leadership: Matt Walker's Five Elements of AdventureMatt Walker
Matt Walker teaches leaders how he transfers the lessons learned from climbing the world’s highest mountains to foster an adventure mindset that seeks challenge, innovation, and excellence. This isn’t leadership theory. This is Matt’s direct experience as a mountain guide on the highest mountains in the world coupled with his background as a Behavioral Scientist to offer immediate and tangible leadership skills and application.
The Five Elements of Adventure are the framework from which summit success and full engagement leadership are built.
Filter, reduce, remove your way to a more successful mobile intranetJonathan Phillips
For a mobile intranet to succeed, you must understand the user, the phone and the context for use. This presentation talks about the way employees use a phone and look for pointers for development of mobile intranets
Social Media data is growing at an exponential rate and Social Media sites are the new street corner where people gather and discuss their day, issues and thoughts with friends and other like-minded people. In the past, when someone had complaints about a company, they would tell their neighbors, today they tell their network, which tells theirs. What use to be 10 people, now has gone viral on Social Media and is reaching thousands if not 10s of thousands of people. Companies must know what is going on in the Social Media. This doesn’t just affect your marketing team, put touches every aspect of the business – brand management, CRM and social channel managers, product management, analytics research, risk/security, to name a few. If Social Media is powerful enough to bring down a country, it will have an impact on your business!
This presentation covers how marketing today has changed. Marketers are no longer in control. Focusing on social media is a mistake too many businesses are making. I challenge marketers to first ask "Why?" To determine what metrics you will use to determine success and to have a content strategy to support the content needs of your audience in all the channels where they consume content.
Leveraging Social Media, PR and Internal Comms 2010 - Lars VoedischLars Voedisch
Session at the "PR & Media 2010 Congress" in Singapore: A new paradigm for communicators - Leveraging social media, PR and internal communications in the digital age
What do corporate communicators need to
know about social media and what does it
mean for your organisation
Linking PR efforts to business objectives
Managing strategic media relations in
times of continuous change and crisis
What do our internal stakeholders expect
Identifying and understanding the new
influencers
Leveraging on upcoming trends and
opportunities
What it takes to be a high performing marketing organization in the banking world. Research from the Salesforce on modern marketing tactics and leading marketing solutions.
2011 Social Buzz Awards - Observations From The Judging ProcessBlonde
What forecasts can we make about the near future of social media marketing based on reading and judging the hundreds of entries to the 2011 Social Buzz Awards? And what tips can be offered to the writers of future papers? One judge's personal view. Non-confidential content in advance of results being announced on December 1st 2011.
Planning and measuring social media strategiesLander Janssens
Allen Kevin, Head of Global Planning, Proximity London @ Relationship Marketing congres (Stichting Marketing)
If you Google the phrases ‘social media marketing’ and ‘buzz marketing’ you get 3.2 million references. So much talk, but in reality so little knowledge or real understanding. Who can name three successful social media campaigns? When advertisers ask how success can be measured, what should you say? When you are planning a communication strategy, where do social media fit?
‘social media’ has exploded to the point that the phrase does not help us create more effective strategies or better work. The presentation will propose a simple framework that everyone can use for planning and measuring communications that use social media; it will show a number of case studies that show how effective social media can be when properly integrated into a wider campaign; and it will look at a few brands that are going further and making social media a core part of their business model.
http://www.proximitylondon.com
http://www.relationshipmarketing.be
http://www.stichtingmarketing.be
REUPLOAD - Originally uploaded 27th February 2013, Slideshare wasn't previewing this because of some glitch, so I've re-uploaded. Hopefully this works.
I was recently asked to give a crash course in developing effective digital strategies. Because I have a contrary streak and think that digital isn't a separate entity, I presented what I think are the key principles in developing marketing strategies instead. It's an intro to strategy in a lot of ways, but hopefully it will be useful/interesting to a few people.
A presentation made to Opera Europa in Dublin 23rd November 2012 on making the most of the modern media landscape to market opera music and bring experiences to a wider audience.
My mildly provocative presentation to DotConf at the National College of Ireland, Friday 15th June 2012.
Partly a look at why marketing is stuck in a digital fog and the poor quality work that it leads us to create. Partly a look at how we might be able to get out of it. Partly a plea from me for the industry to stop pretending that we're doing great work and to actually start doing great work.
For more information about DotConf visit http://thedotconf.wordpress.com/
Brands and social media. Or puppy love and unicorn punchingDena Walker
Brands in social media are being disingenuous. We might have the best intentions but we're not carrying them through to execution. Instead, we're alienating our consumers and making them wish we'd go away. So, let's stop the nonsense and do social media the right way - even if the right way means not doing it at all.
Measuring Return on Social Investment - Presentation at @measurementconf 15th...Dena Walker
A presentation given to MeasurementConf at NCIRL, Dublin.
Including information from "Measuring Return on Social Investment" by BBDO Proximity.
Images attributed wherever possible.
Challenges of Social Media & the need for a strategyDena Walker
Copy of the presentation given to Public Affairs Ireland on 1st February 2012.
An introduction to social media strategy development and some of the key challenges that social media can/will bring.
Skye Residences | Extended Stay Residences Near Toronto Airportmarketingjdass
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Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
India Orthopedic Devices Market: Unlocking Growth Secrets, Trends and Develop...Kumar Satyam
According to TechSci Research report, “India Orthopedic Devices Market -Industry Size, Share, Trends, Competition Forecast & Opportunities, 2030”, the India Orthopedic Devices Market stood at USD 1,280.54 Million in 2024 and is anticipated to grow with a CAGR of 7.84% in the forecast period, 2026-2030F. The India Orthopedic Devices Market is being driven by several factors. The most prominent ones include an increase in the elderly population, who are more prone to orthopedic conditions such as osteoporosis and arthritis. Moreover, the rise in sports injuries and road accidents are also contributing to the demand for orthopedic devices. Advances in technology and the introduction of innovative implants and prosthetics have further propelled the market growth. Additionally, government initiatives aimed at improving healthcare infrastructure and the increasing prevalence of lifestyle diseases have led to an upward trend in orthopedic surgeries, thereby fueling the market demand for these devices.
Taurus Zodiac Sign_ Personality Traits and Sign Dates.pptxmy Pandit
Explore the world of the Taurus zodiac sign. Learn about their stability, determination, and appreciation for beauty. Discover how Taureans' grounded nature and hardworking mindset define their unique personality.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
RMD24 | Debunking the non-endemic revenue myth Marvin Vacquier Droop | First ...BBPMedia1
Marvin neemt je in deze presentatie mee in de voordelen van non-endemic advertising op retail media netwerken. Hij brengt ook de uitdagingen in beeld die de markt op dit moment heeft op het gebied van retail media voor niet-leveranciers.
Retail media wordt gezien als het nieuwe advertising-medium en ook mediabureaus richten massaal retail media-afdelingen op. Merken die niet in de betreffende winkel liggen staan ook nog niet in de rij om op de retail media netwerken te adverteren. Marvin belicht de uitdagingen die er zijn om echt aansluiting te vinden op die markt van non-endemic advertising.
Remote sensing and monitoring are changing the mining industry for the better. These are providing innovative solutions to long-standing challenges. Those related to exploration, extraction, and overall environmental management by mining technology companies Odisha. These technologies make use of satellite imaging, aerial photography and sensors to collect data that might be inaccessible or from hazardous locations. With the use of this technology, mining operations are becoming increasingly efficient. Let us gain more insight into the key aspects associated with remote sensing and monitoring when it comes to mining.
5 Things You Need To Know Before Hiring a Videographer
Breaking up with "Engagement"
1. ENGAGEMENT
YOU KEEP USING THIS TERM BUT I DO NOT THINK
YOU ARE MEASURING WHAT YOU THINK
YOU ARE MEASURING
2. Lack of real strategy
is a big issue
Diagram by Mike Arauz
3. Take a photo. Upload via
our app. Send it to five
friends. Like us on
Facebook. Retweet our
retweet of your pic.
Subscribe to our blog. Get
your mum to like us too.
Pin our product shot.
Download our ringtone.
Forward this email. Blah.
Blah. Blah. What does any
of this REALLY do for your
business?
9. Smart chaps
“Campaigns that are set hard objectives are generally more
successful than those working only to intermediate consumer
response targets”
Les Binet & Peter Field, IPA Databank Analysis
10. 50% The effectiveness rate of campaigns
that set hard objectives
11% The success rate of campaigns that set
soft, intermediate objectives
Les Binet & Peter Field, IPA Databank Analysis
12. “The involvement of most
brands in the social media
lives of the public remains
clumsy, inept and
disrespectful”
Richard Huntingdon
Director of Strategy, Saatchi & Saatchi
@adliterate
Photo by @insideology
Hello. My name is Dena Walker. I go by many titles - brand strategist, digital strategist, Head of Digital, cynical of cow and various others. I'm here today to talk about a subject that I'm often tasked with and the inevitable debate that follows - how can we drive "engagement" and what's the best way to measure it? By the end of the next 20 minutes or so, you're probably going to think that the cynical old cow label is absolutely right. It very probably is. But the point I'm about to make, although perhaps a little unpopular, is nevertheless valid, so please bear with me. Any of you that are involved with managing projects that include social media have no doubt faced the same frustrating questions around how we can tell if it's delivering ROI. Not to mention the seemingly endless skepticism that exists when you try and explain its value to the less adoption prone in a company. Lest you think I'm not an ardent fan of social media, let me tell you now that I am. To a point. Too often Social Media is treated as a Silver Bullet that will short cut our way to success. And there's tendency for us, as an industry, to refrain from asking the hard questions about it, instead focussing on the quest for the holy grail - More engagement.
A big part of the problem, I believe, is that sometimes Social Media strategies are not really strategies, and are, instead, just content creation excuses. If your activity has no strategic justification then it shouldn't be happening. Wishing me a happy Friday or jumping on a breaking news bandwagon to appear current and zeigeisty is not strategic. And very often is just REALLY annoying. A strategy should clearly define Where you currently are Where you are trying to get to What is standing in your way A decision on how you will tackle that A course of action to be implemented At the end of the day, everything we do should have a business objective. It should be trying to do something specific that will ultimately improve your bottom line. This is where Social Media, and the word of the day, Engagement, sometimes leads us on a merry dance and we start to do things for the sake of doing them.
We spend a lot of our time on Social Media thinking about these kind of metrics. Especially the number one nonsense metric - Likes and Followers. They are just potential reach. No more, no less. Avinash Kaushik, Google's Digital Marketing evangelist summed it up for me when he said - "It's a dumb, stupid thing to measure. 'Likes' is like me walking on Grafton Street and people are coming past me and some of them smile at me. And I take out a book and mark them as 'lover', 'lover', 'lover'. ” When we're talking about measurement and the need to think about ROI we should also be asking ourselves. What are these things REALLY doing for our business? And this is where I get annoyed with "Engagement" as the be all and end all.
So I'm going to call it and say this - Engagement as an objective, and as a metric is like the proverbial Naked Emperor. It is stark bollock naked and most of us are too afraid of pointing out the really obvious nakedness. Why do I hate the term so much? And I do? Well there are more than a few reasons, but I'm going to explain a few of them - I've only got 20 minutes and I could rant about this for hours!
First of all, we cannot assume that Engagement is a legitimate metric. It absolutely is not. Again I'm going to echo something that Avinash Kaushik said recently, " Whenever I see 'engagement' detailed on a brief as an objective and even worse, as a metric or KPI I know that person needs to get fired ” The number of times I've been given a brief with "Driving engagement" as the overall objective or goal is enough to make me want to run off to a desert island and never speak to another human being ever again. If you can't define it, you can ’ t measure it, so it's not a legitimate objective. If you can't measure it then you can't tell if you've achieved it.
For starters, none of us can agree on what it means. For a metric to be a useable one, it has to be accepted across the industry - so it needs to be understood by the whole industry and it needs to be consistent - otherwise we're comparing Apples with Kangaroos! Several bodies have tried, over the last few years, to establish an industry standard definition of engagement and failed. The Advertising Research Foundation published a report a few years ago wherein they detailed the many and varied responses from the industry as to what their definition of engagement was - unsurprisingly there was little consistency in response. Why is this? Well for starters, we can't seem to agree whether or not it's a cognitive or behavioural response that we're trying to solicit. The ARF in their final definition, summarised engagement as a cognitive response. The problem is we like to measure behavioural things - things that we can see. Cognitive responses are fleeting and they're not always positive. Anyone that's ever rubbernecked as they've driven by a crash on the side of the road, which is basically all of us, should know that sometimes even the most upsetting things are engaging. To quote Avinash Kaushik again, "Engagement is not a metric that anyone understands. Why? Because it's not a metric, it's an excuse" . It's an excuse for us to not tell the emperor he's running around in his naked glory. It's an exuse for us to avoid looking at the bigger picture.
All of this lack of clarity brings about a continued focus on short term metrics. Digital marketing has given us access to a plethora of things to measure - which in itself is confusing - what should we measure and what should we ignore. And we can measure them all in real time.It's really seductive, the temptation to focus on intermediate measures such as likes, retweets and views under the guise of campaign success. They move quickly and there's a lovely feeling to see SOMETHING happen as a result of your campaign.But that's the issue. The metrics that we're paying all this attention to are merely an indication that our communications are having SOME KIND OF EFFECT. That does not necessarily mean effectiveness though. It's an important distinction to make and one that gets overlooked far too often - campaign effect is not the same as effectiveness. What we do by focussing only on what ’ s immediately ahead of us is continue to give ourselves permission to keep driving, with absolutely no idea of where we ’ re heading, let alone whether or not you ’ re even close to your end destination - the Point B of your strategy.
What we're doing is driving around in circles patting ourselves on the back for covering distance and trying to create more engagement, yet not giving any thought to where we're trying to get to. Where is our destination? What was the end point of our strategy? Are we any closer to achieving that? To know this we need to tackle the hard metrics if we really care about proving the effectiveness of social media. Not just the stuff that's easy to measure and looks good on the context-less slides we send up to the Board.
If we dovetail this back into our strategy, into understanding where we re trying to get to as a business, then there becomes a greater need for us to really focus on the harder metrics. This means not focussing on the amount of views our content received. Or the potential reach we build. Delivering an audience for your campaign is not new or impressive - it's just counting eyeballs. If we actually focus upon what the activity is designed to deliver for the business then we can be a bit tougher with our measurement and really work to drive genuine, meaningful results.
So why would you opt for just over a 1/10 shot of effectiveness instead of a ½? Binet & Field concluded that "marketing metrics should aim to measure changes in the real commercial world of the brand" and that goes for social media too.
Meanwhile, because we're not focussing on the hard stuff and are preoccupied with chasing the metaphorical rainbow that is "Engagement" we are churning out rubbish. Retweet to win competitions, Like and share mechanics, upload your blah blah blah… Just more and more noise.
Richard Huntingdon summed it up best when he said… The end result of this is that we're ultimately making life harder for us as an industry overall. The more we continue with poorly constructed campaigns - social and otherwise, the harder it will be to tackle those things that stand in the way of us and our end goals. TNS Digital life at the end of 2011 told us that: 3/5 people don't follow any brands on social media 71% are more selective of "liking" a brand on Facebook than they were a year prior More than ½ feel overwhelmed by brand messages on social media In our wild quest for engagement we're actually turning people off!
So, in summary. Why do I hate the term Engagement? ‘ Engagement ’ - just like a good old fashioned ratings point - has no intrinsic value until it affects purchase behaviour. So not only is a vacuous word of no meaning; but our fixation with trying to achieve it and measure the immeasurable is causing us to lower our standards. And for those lower standards to become the norm. Frankly it's not good enough. We're alienating our audience. We're making our jobs harder and harder. And if we're just making noise for noise's sake (and we are) then we're not driving any meaningful action.
So I guess I'm really asking you all to join me in calling bullshit on the bullshit and demanding better of ourselves, of our peers and of the industry as a whole. Focus on what really matters and put some clothes on the Emperor before he catches his death of cold.