Mobile usage of social media is surging, driven by increased smartphone adoption and usage. Visual content is highly engaging on social platforms. Brands are developing creative newsrooms to generate real-time, visually-focused content. Lightweight social interactions over long periods of time can build deeper engagement compared to isolated, one-time posts. Social events and one-to-one engagement help drive excitement in communities. The intersection of search and social is evolving as content and sharing determine discoverability. Brands are experimenting with expressing their personality through social media interactions.
Millennial Media's 2014 State of the Apps Report Vikrant Mudaliar
Millennial Media's 2014 State of the Apps Report
Millennial Media's State of the Apps report takes a closer look into the app economy.
Through a survey of app developers and publishers, this report features insights into monetization trends, as well as developers' goals and priorities for last year and this coming year.
The report also captures what developers are designing for and the platforms on which they see their impressions.
COVID19 has had a substantial impact on digital consumption habits of people in Myanmar. Consumers have broadened their adoption of new technology to support their requirements from increasing digital entertainment including mobile games and online video, to online shopping and food delivery.
Business insider digital media strategiesCatchTalk.TV
Full vid hereJulie has a more than a decade of experience running vertical web businesses. Prior to Business Insider, she launched the new NCAA.com web site at CBS College Sports. Previously she ran the magazine-branded web sites at Condé Nast and built the #1 web site for golfers at Time Inc
Technology Macro Trends - What Marketers Need to Know in 2014Percolate
In the last four years, we’ve seen tremendous upheavals in social channels, mobile adoption across the globe, and software that’s changed the way we live and work.
Technology has reshaped marketing.
To adapt to this new world, marketers need to first understand it. Here are some of the key technology macro trends that have redefined our industry.
Macro trends include:
- Growth of global internet users
- Venture financing of tech startups
- Photo sharing across mobile messaging platforms
- Mobile usage in China and the world
- Advertising revenue across Google, Facebook, and Twitter
- Education technology startups like Khan Academy
- YouTube stars and spectator gaming
Percolate is a marketing technology company with a mission to help brands of all sizes create great content and distribute it to the right audience. With an end-to-end suite of web-based and mobile tools, Percolate allows brands, agencies and other external partners to work within a single platform.
Learn more at: http://percolate.com
2015 H1 China Mobile Game Industry Report —— TalkingDataTalkingData
China’s mobile games market will reach $6.5 billion in revenues this year, more than one fifth of the $30.1 billion generated worldwide. This positions China as the world's biggest market for smartphone and tablet games, ahead of the US with an anticipated $6.0 billion in revenues this year. China is on the strategic radar of every global game company, but many Western publishers are still seeking the best strategy to penetrate this extremely dynamic market. Today, TalkingData release the "2015 H1 China Mobile Game Industry Report“ to help you to interpret the data behind $3.75 billion revenue generated by China's mobile game market in the first half year 2015.
Mobile has grown so fast that it’s now the leading digital platform, with total activity on smartphones and tablets accounting for two-thirds of digital media time spent, and smartphone apps alone now capturing roughly half of digital media time.
Why have apps become such a powerful force in our daily media lives? The power of habit. The comScore 2016 U.S. Mobile App Report explores the dynamics of mobile media consumption, audiences, and user habits to understand what’s behind this surge in mobile activity, and how publishers and advertisers can take advantage.
Indonesia Digital and Content Marketing Report in 2017digitalinasia
Key findings from Indonesia as follows:
Social media is the most effective marketing channel for marketers, but B2B will prioritize Content Marketing in 2017
Marketers spend 31.5% of their budget on digital, 76% say this is an increase
Average and Median digital marketing budget of IDR 1.9 billion / year and IDR 875 million / year, respectively
Digital marketers’ key problems are around budget restraints & skills/resources gaps
55% of marketers still lack clarity about how their digital marketing drives business objectives
Customer experience & content marketing are the most exciting growth opportunities
Content marketing is generally used for engagement & awareness - but B2B measures primarily lead generation
Written articles and videos are the most effective content marketing types
B2B brands prefer more to invest in dedicated in-house content team, whilst B2C relies more in agencies
Millennial Media's 2014 State of the Apps Report Vikrant Mudaliar
Millennial Media's 2014 State of the Apps Report
Millennial Media's State of the Apps report takes a closer look into the app economy.
Through a survey of app developers and publishers, this report features insights into monetization trends, as well as developers' goals and priorities for last year and this coming year.
The report also captures what developers are designing for and the platforms on which they see their impressions.
COVID19 has had a substantial impact on digital consumption habits of people in Myanmar. Consumers have broadened their adoption of new technology to support their requirements from increasing digital entertainment including mobile games and online video, to online shopping and food delivery.
Business insider digital media strategiesCatchTalk.TV
Full vid hereJulie has a more than a decade of experience running vertical web businesses. Prior to Business Insider, she launched the new NCAA.com web site at CBS College Sports. Previously she ran the magazine-branded web sites at Condé Nast and built the #1 web site for golfers at Time Inc
Technology Macro Trends - What Marketers Need to Know in 2014Percolate
In the last four years, we’ve seen tremendous upheavals in social channels, mobile adoption across the globe, and software that’s changed the way we live and work.
Technology has reshaped marketing.
To adapt to this new world, marketers need to first understand it. Here are some of the key technology macro trends that have redefined our industry.
Macro trends include:
- Growth of global internet users
- Venture financing of tech startups
- Photo sharing across mobile messaging platforms
- Mobile usage in China and the world
- Advertising revenue across Google, Facebook, and Twitter
- Education technology startups like Khan Academy
- YouTube stars and spectator gaming
Percolate is a marketing technology company with a mission to help brands of all sizes create great content and distribute it to the right audience. With an end-to-end suite of web-based and mobile tools, Percolate allows brands, agencies and other external partners to work within a single platform.
Learn more at: http://percolate.com
2015 H1 China Mobile Game Industry Report —— TalkingDataTalkingData
China’s mobile games market will reach $6.5 billion in revenues this year, more than one fifth of the $30.1 billion generated worldwide. This positions China as the world's biggest market for smartphone and tablet games, ahead of the US with an anticipated $6.0 billion in revenues this year. China is on the strategic radar of every global game company, but many Western publishers are still seeking the best strategy to penetrate this extremely dynamic market. Today, TalkingData release the "2015 H1 China Mobile Game Industry Report“ to help you to interpret the data behind $3.75 billion revenue generated by China's mobile game market in the first half year 2015.
Mobile has grown so fast that it’s now the leading digital platform, with total activity on smartphones and tablets accounting for two-thirds of digital media time spent, and smartphone apps alone now capturing roughly half of digital media time.
Why have apps become such a powerful force in our daily media lives? The power of habit. The comScore 2016 U.S. Mobile App Report explores the dynamics of mobile media consumption, audiences, and user habits to understand what’s behind this surge in mobile activity, and how publishers and advertisers can take advantage.
Indonesia Digital and Content Marketing Report in 2017digitalinasia
Key findings from Indonesia as follows:
Social media is the most effective marketing channel for marketers, but B2B will prioritize Content Marketing in 2017
Marketers spend 31.5% of their budget on digital, 76% say this is an increase
Average and Median digital marketing budget of IDR 1.9 billion / year and IDR 875 million / year, respectively
Digital marketers’ key problems are around budget restraints & skills/resources gaps
55% of marketers still lack clarity about how their digital marketing drives business objectives
Customer experience & content marketing are the most exciting growth opportunities
Content marketing is generally used for engagement & awareness - but B2B measures primarily lead generation
Written articles and videos are the most effective content marketing types
B2B brands prefer more to invest in dedicated in-house content team, whilst B2C relies more in agencies
The way users are consuming content on their mobile devices is always a point of interest for developers and marketers, as it helps them in understanding their audience better.
Digital and Social Media Case Study from Indonesia. Featured Case Study from Acer Indonesia (Acer Durable Love Campaign) & Unilever - Cornetto (Cornetto Summer Fest)
Our report, The Next Horizon of Emerging App Markets, investigates questions about market growth within regions, what causing certain countries to grow, and which categories have the most untapped opportunities. If you’re looking to expand into new, high-growth markets or invest in the world’s next powerhouse app economies, this report is a must-read.
Global Advertising Trends , Quarter 1 2013 : Nielsen Report
MAIN EVENTS
•Global consumer confidence increases 2 points from Q4 to 93
•Consumer confidence increases in 20 of 29 European countries
•The civil war in Syria continued in Q1 and has recently heightened tensions internationally MAIN FACTS
•Growth in global advertising slows slightly in Q1, growing 1.9%
•Europe advertising continues to decline with -4.4 percent for the quarter
•North America see no growth or decline in advertising spend
•Latin America returns to fast growth with 11.9% increase for Q1
Are big brands getting the most from YouTube?Simon Preece
Do you have an interest in how your organisation uses video? This report investigates how major brands in the UK are using YouTube, compares different sectors, highlights best practices and draws conclusions on opportunities for the future. #UKYouTubeSurvey15
Culture Vulture, Entertainment – inspiring original thinking through a deeper...Vikrant Mudaliar
Culture Vulture is a research series from Mindshare that offers a global snapshot of current and emerging cultural trends, bringing fresh insights from around the world to inspire and ignite new strategies for brands.
Culture Vulture has broad application across strategic and planning services in the communications, branding, packaging and product development areas and is intended to stimulate free thinkers looking for inspiration into the wide cultural context in which we live in today and tomorrow's world.
Culture Vulture Entertainment focuses on our connected world where entertainment is now at our fingertips, in our ears, and all around us, all the time. The lines have blurred - between entertainment, information and advertising - through an ever-evolving range of platforms, formats and technologies. So what are the implications for brands in this dynamic landscape?
The way users are consuming content on their mobile devices is always a point of interest for developers and marketers, as it helps them in understanding their audience better.
Digital and Social Media Case Study from Indonesia. Featured Case Study from Acer Indonesia (Acer Durable Love Campaign) & Unilever - Cornetto (Cornetto Summer Fest)
Our report, The Next Horizon of Emerging App Markets, investigates questions about market growth within regions, what causing certain countries to grow, and which categories have the most untapped opportunities. If you’re looking to expand into new, high-growth markets or invest in the world’s next powerhouse app economies, this report is a must-read.
Global Advertising Trends , Quarter 1 2013 : Nielsen Report
MAIN EVENTS
•Global consumer confidence increases 2 points from Q4 to 93
•Consumer confidence increases in 20 of 29 European countries
•The civil war in Syria continued in Q1 and has recently heightened tensions internationally MAIN FACTS
•Growth in global advertising slows slightly in Q1, growing 1.9%
•Europe advertising continues to decline with -4.4 percent for the quarter
•North America see no growth or decline in advertising spend
•Latin America returns to fast growth with 11.9% increase for Q1
Are big brands getting the most from YouTube?Simon Preece
Do you have an interest in how your organisation uses video? This report investigates how major brands in the UK are using YouTube, compares different sectors, highlights best practices and draws conclusions on opportunities for the future. #UKYouTubeSurvey15
Culture Vulture, Entertainment – inspiring original thinking through a deeper...Vikrant Mudaliar
Culture Vulture is a research series from Mindshare that offers a global snapshot of current and emerging cultural trends, bringing fresh insights from around the world to inspire and ignite new strategies for brands.
Culture Vulture has broad application across strategic and planning services in the communications, branding, packaging and product development areas and is intended to stimulate free thinkers looking for inspiration into the wide cultural context in which we live in today and tomorrow's world.
Culture Vulture Entertainment focuses on our connected world where entertainment is now at our fingertips, in our ears, and all around us, all the time. The lines have blurred - between entertainment, information and advertising - through an ever-evolving range of platforms, formats and technologies. So what are the implications for brands in this dynamic landscape?
How to Create an Internal Blogging Program that WorksMarketo
Your blog is a critical channel for inbound marketing efforts, lead generation, brand awareness, and more. But how do you get more content? And how can you get internal subject matter experts to contribute their thought leadership? You need to build an internal blogging program that actually works and gets people excited to contribute.
Dayna Rothman, Sr. Content Marketing Manager at Marketo, will show you:
• How to build a blogging program step-by-step
• How to incentivize your writers and get them to contribute
• How to evangelize your program internally
• How to provide expert resources so your bloggers succeed
I have had several clients over the past year where they have asked me to manage their projects or programmes for them. Sometimes, if the client is relatively “immature” in their approach to project management the last thing they want or need is lots of project templates and Gantt charts. I have been using Trello as a simple tool to help me (and them).
A presentation given to Eastern Michigan University's Search Marketing Workshop in November 2013 on developing social media content guided by strategy.
How to Build a B2B Social Content CalendarUberflip
Social media is still a powerful distribution channel for B2B content, but a number of challenges arise when trying to effectively schedule content on social. How can you ensure that your social content cuts through the noise, is aligned with your overall marketing initiatives, and actually resonates with your audience?
Leveraging a social content calendar will help improve your impact on social media, as well as increase your social marketing productivity.
In this presentation, Sprout Social shares their tactical tips for building an effective B2B social content calendar.
Sudocrem was developed and launched in the UK in 1931 and is now available in over 40 countries and is the Number One Nappy Rash Cream in at least 15 Countries.
Actavis is officially launching Sudocrem Baby Care Cream into Indonesia - in the past has only had limited distribution in Mothercare.
Social Media Tools for Business Buyer's GuideNeal Schaffer
A resource to help with your social media tools audit featuring a comprehensive list of the leading social media tools, highlighting some of the more recommended ones. This guide divides social media tools into 10 major categories: Employee Advocacy, Influencer Marketing, Content Marketing, Visual Social, Engagement Marketing, Analytics, Listening, Social Media Dashboard, Social Selling, and Social Media for Customer Service.
Social Media Attribution - Havas Digital InsightsHavas Media
This Havas Digital Insights piece outlines Artemis’ methodology for attribution across Display, Search, Video and Social Media, showing real-world examples of applications to the ecommerce world, as well as laying out the framework in which the analysis is being carried out.
JCI London presents IBM Social Media Business (June 2012)
Creating and capturing value through Social Media - a corporate and large organisation perspective
Social media, emerging platforms and online advertisingMarketingatBahrain
Boye Balogun - Regional Director, Head of Digital MENA; Mindshare presented Social Media, Emerging Platforms And Online Advertising at Social Media Masters Forum 2012 in Bahrain. www.socialmediamasters.me
How to Sell Social Media to the C Suite _ Shashi BellamkondaShashi Bellamkonda
TOPIC AT NOV. 15 CAPITAL COMMUNICATOR & MDB COMMUNICATIONS LUNCHEON
Shashi Bellamkonda, Network Solutions’ Social Media Swami, presented a luncheon session, Tuesday, Nov. 15, on selling social media to your organization.How to convince your boss and others that it is in your organization’s best interest to use social media to reach communications and marketing objectives.
“Many questions come up when social media marketing is mentioned, especially when it comes to getting approval and buy in from the rest of the organization - like legal and service,” said Bellamkonda. “At this session we will work to answer some of these questions, including measurable impact and return on investment.”
The session, was held at MDB Communications in Washington, DC provided actionable steps for convincing managers of the value of using social media.How to become an internal champion, finding creative ways to recruit internal supporters (including lawyers), and ways to gather and present compelling reasons for social media engagement, as well as a social media rollout plan.
Digital Marketing for Financial Services Companies: New Mantras, New MediaWilson Cleveland
An overview of the digital media marketing landscape. New principles and strategies. Examples taken from financial services companies (as this was the audience for this particular presentation). Contact me at wcleveland@cjpcom.com for more information.
This presentation brought to you by MavenSocial will show you:
1) Peer-to-Peer advertising (Digital) vs. Traditional advertising
2) The importance of peer-to-peer sharing via social media
3) Industry examples
a. Procter & Gamble
b. Nike
Social Revolution: Connecting with Today’s CustomerHubSpot
Salesforce.com’s George Hu and HubSpot’s Brian Halligan discuss how your organization can turn the social revolution into a competitive advantage. View the entire webinar: http://www.hubspot.com/new-webinar-revolutionize-sales-and-marketing/
BrandZ Top 100 Most Valuable Global Brands study 2014 - Millward BrownVikrant Mudaliar
The BrandZ Top 100 Most Valuable Global Brands study, commissioned by WPP and conducted by Millward Brown Optimor, is now in its ninth year. It is the only ranking that uses the views of potential and current buyers of a brand, alongside financial data, to calculate brand value.
The combined value of the Top 100 has nearly doubled since the first ranking was produced in 2006. The Top 100 today are worth $2.9 trillion, an increase of 49% compared with the 2008 valuation, which marked the start of the banking and currency crisis.
comScore presents the 2013 India Digital Future in Focus. The report provides a comprehensive overview of the Indian market and identifies the prevailing trends in web usage, online video, social networking and online advertising that are defining the Indian online landscape. Plus, a special spotlight covering online market trends in Online Retail, Travel, Entertainment, Real Estate, News and Information..
Alt. GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using ...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
State of ICS and IoT Cyber Threat Landscape Report 2024 previewPrayukth K V
The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
DevOps and Testing slides at DASA ConnectKari Kakkonen
My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Removing Uninteresting Bytes in Software FuzzingAftab Hussain
Imagine a world where software fuzzing, the process of mutating bytes in test seeds to uncover hidden and erroneous program behaviors, becomes faster and more effective. A lot depends on the initial seeds, which can significantly dictate the trajectory of a fuzzing campaign, particularly in terms of how long it takes to uncover interesting behaviour in your code. We introduce DIAR, a technique designed to speedup fuzzing campaigns by pinpointing and eliminating those uninteresting bytes in the seeds. Picture this: instead of wasting valuable resources on meaningless mutations in large, bloated seeds, DIAR removes the unnecessary bytes, streamlining the entire process.
In this work, we equipped AFL, a popular fuzzer, with DIAR and examined two critical Linux libraries -- Libxml's xmllint, a tool for parsing xml documents, and Binutil's readelf, an essential debugging and security analysis command-line tool used to display detailed information about ELF (Executable and Linkable Format). Our preliminary results show that AFL+DIAR does not only discover new paths more quickly but also achieves higher coverage overall. This work thus showcases how starting with lean and optimized seeds can lead to faster, more comprehensive fuzzing campaigns -- and DIAR helps you find such seeds.
- These are slides of the talk given at IEEE International Conference on Software Testing Verification and Validation Workshop, ICSTW 2022.
Essentials of Automations: The Art of Triggers and Actions in FMESafe Software
In this second installment of our Essentials of Automations webinar series, we’ll explore the landscape of triggers and actions, guiding you through the nuances of authoring and adapting workspaces for seamless automations. Gain an understanding of the full spectrum of triggers and actions available in FME, empowering you to enhance your workspaces for efficient automation.
We’ll kick things off by showcasing the most commonly used event-based triggers, introducing you to various automation workflows like manual triggers, schedules, directory watchers, and more. Plus, see how these elements play out in real scenarios.
Whether you’re tweaking your current setup or building from the ground up, this session will arm you with the tools and insights needed to transform your FME usage into a powerhouse of productivity. Join us to discover effective strategies that simplify complex processes, enhancing your productivity and transforming your data management practices with FME. Let’s turn complexity into clarity and make your workspaces work wonders!
Epistemic Interaction - tuning interfaces to provide information for AI supportAlan Dix
Paper presented at SYNERGY workshop at AVI 2024, Genoa, Italy. 3rd June 2024
https://alandix.com/academic/papers/synergy2024-epistemic/
As machine learning integrates deeper into human-computer interactions, the concept of epistemic interaction emerges, aiming to refine these interactions to enhance system adaptability. This approach encourages minor, intentional adjustments in user behaviour to enrich the data available for system learning. This paper introduces epistemic interaction within the context of human-system communication, illustrating how deliberate interaction design can improve system understanding and adaptation. Through concrete examples, we demonstrate the potential of epistemic interaction to significantly advance human-computer interaction by leveraging intuitive human communication strategies to inform system design and functionality, offering a novel pathway for enriching user-system engagements.
UiPath Test Automation using UiPath Test Suite series, part 4DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 4. In this session, we will cover Test Manager overview along with SAP heatmap.
The UiPath Test Manager overview with SAP heatmap webinar offers a concise yet comprehensive exploration of the role of a Test Manager within SAP environments, coupled with the utilization of heatmaps for effective testing strategies.
Participants will gain insights into the responsibilities, challenges, and best practices associated with test management in SAP projects. Additionally, the webinar delves into the significance of heatmaps as a visual aid for identifying testing priorities, areas of risk, and resource allocation within SAP landscapes. Through this session, attendees can expect to enhance their understanding of test management principles while learning practical approaches to optimize testing processes in SAP environments using heatmap visualization techniques
What will you get from this session?
1. Insights into SAP testing best practices
2. Heatmap utilization for testing
3. Optimization of testing processes
4. Demo
Topics covered:
Execution from the test manager
Orchestrator execution result
Defect reporting
SAP heatmap example with demo
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
SAP Sapphire 2024 - ASUG301 building better apps with SAP Fiori.pdfPeter Spielvogel
Building better applications for business users with SAP Fiori.
• What is SAP Fiori and why it matters to you
• How a better user experience drives measurable business benefits
• How to get started with SAP Fiori today
• How SAP Fiori elements accelerates application development
• How SAP Build Code includes SAP Fiori tools and other generative artificial intelligence capabilities
• How SAP Fiori paves the way for using AI in SAP apps
The Metaverse and AI: how can decision-makers harness the Metaverse for their...Jen Stirrup
The Metaverse is popularized in science fiction, and now it is becoming closer to being a part of our daily lives through the use of social media and shopping companies. How can businesses survive in a world where Artificial Intelligence is becoming the present as well as the future of technology, and how does the Metaverse fit into business strategy when futurist ideas are developing into reality at accelerated rates? How do we do this when our data isn't up to scratch? How can we move towards success with our data so we are set up for the Metaverse when it arrives?
How can you help your company evolve, adapt, and succeed using Artificial Intelligence and the Metaverse to stay ahead of the competition? What are the potential issues, complications, and benefits that these technologies could bring to us and our organizations? In this session, Jen Stirrup will explain how to start thinking about these technologies as an organisation.
The Metaverse and AI: how can decision-makers harness the Metaverse for their...
Edelman Digital 2013 Social Media Trends
1. 10 SOCIAL MEDIA
ESSENTIALS
FOR 2013
Monte Lutz
EVP, Social Strategy and Programming
@montelutz
2. ESSENTIALS FOR 2013
MOBILE CONVERGED AMPLIFYING VISUAL CREATIVE
FIRST! MEDIA SOURCED STORYTELLING NEWSROOM
CONTENT COMES INTO
FOCUS
MANY SOCIAL ONE-TO-ONE THE SEARCH BRANDPLAY
LIGHTWEIGHT EVENTS SOCIAL GAME JUST
INTERACTIONS DRIVE ENGAGEMENT CHANGED –
OVER TIME EXCITEMENT AGAIN
2
4. MOBILE FIRST!
61
All new Facebook
% features designed
for mobile first.
of smartphone users
access social media Instagram buy was
on their mobile billion dollar investment
device. in its rapidly-growing
mobile base.
4
5. SOCIAL ON MOBILE LEADS GROWTH
180
Social
Mobile use of social Networks
160 US social network users
media is Facebook (8.2% growth)
surging, combined 140 YouTube US YouTube Monthly
with smartphone Visitors (15.1% growth)
120 Smart
adoption. phones US Facebook Users
100 (7.6% growth)
MILLIONS
The number of 80
Mobile US smartphone users
Social (36.2% growth)
people accessing
60 US mobile social users
social channels via Console (42.8% growth)
Gamers*
mobile increased by 40
US Console Gamers
43%. 20
Twitter (19.7% growth)
US Twitter Users
0 (24.5% growth)
2012 2013 2014
Source: eMarketer: US Online Gaming Forecast June 2012
5
6. MOBILE IN THE MIDDLE
Mobile technology
and behavior is at the
center of the current
digital Social Websites
ecosystem, including Networks
SEARCH ENGINES
SOCIAL SHARING
web, social and
search activities
Paid Media
6
11. 50 years ago,
David Ogilvy asked:
“Are your ads
looking more
like magazine
spreads yet?”
11
12. The convergence of
paid, owned and earned media
has blurred the distinction
between each.
You don‟t need to design ads
that look like editorial content.
Great content is your ad.
Richard Edelman,
President & CEO 12
13. CONVERGED MEDIA
The convergence of
paid, owned and earned
media provides the PAID MEDIA Promoted
OWNED MEDIA
opportunity Traditional Ads Brand Corporate Content
Content
to achieve earned media
at scale. CONVERGED
MEDIA
Sponsored Branded content
Customer that is shared
Visual Reference:
Altimeter Group
EARNED MEDIA
Organic
13
14. CONVERGENCE AD MODEL
Convergence ad model
recognizes that the content
is the ad.
SPONSORED
46x higher
CTR for sponsored
page post in news feed
vs. ads in the right rail
MARKETPLACE
FRIENDS
14
15. CONVERGED CONTENT STRATEGY
CREATE COMPELLING MEASURE PROMOTE HIGH-
CONTENT PERFORMANCE PERFORMING CONTENT
Relevant
Promoted Post
Visual Engagement
Promoted Tweet
Tailored Sentiment
Featured Video
Actionable
OWNED EARNED PAID
15
16. MAXIMIZE CONTENT EXPOSURE IN REAL TIME
DEVELOP MEDIA STRATEGY CREATE AND CURATE
CONTENT
AMPLIFY AND EXTEND
CONVERSATIONS ENGAGE COMMUNITY
REAL TIME
CONCEPT AND SOCIAL MONITORING
CREATE VISUALS
INSIGHTS AND ANALYSIS
COPYWRITING
TRACK TOWARDS
BRAND KPIS
16
17. AMPLIFY IT
Identify high-performing content, boost with paid media
Details
What
is our
Yes budget?
Has the content hit an Is the sentiment Is the content aligned Who will
engagement threshold? positive? to our Social goals we
target?
No
DON‟T PROMOTE For how
long?
17
19. AMPLIFYING SOURCED CONTENT
Source content from fans, blogs and creative channels
Fans and
enthusiasts who
love the brand are
sharing amazing
photos and stories
about the brand
every day.
19
20. AMPLIFYING SOURCED CONTENT
Establishing a process for curation and amplification
CREATE/PUBLISH LISTEN CURATE PROMOTE TARGET MEASURE
HP runs HP finds post about HP posts the piece Promote the Add Apt Astorian to Track conversion
#makeitmatter #makeitmatter on to its Facebook page Facebook post as Contact List in value from paid vs.
program on social Apt Astorian Tumblr using social media Promoted Post or influencer earned vs. owned.
channels. using social media publication tools. Sponsored Story management tools
monitoring tools. using social and tag them as an
advertising suite. advocate. Compare
Can target to right against other data
rail, newsfeed or sources to de-
mobile. duplicate.
20
22. VISUAL STORYTELLING
COMES INTO FOCUS
25
20
+
Tumblr
15
MILLIONS
10
5 Pinterest
300 million photos Instagram
uploaded to 0
UNIQUE MONTHLY VISITORS OVER THE YEAR
Facebook EACH day
Visual sites surging in traffic and attention
22
24. VISUAL STORYTELLING
EVOLVING TO MOBILE VIDEO
Mobile share of online 5.0%
video time watched Combined
Source: Ooyala Global Video Index Report, Q2 2012 3.8%
2.5%
Tablet
Smart Phone
1.3%
MONTHLY 2012
24
27. MORE CONTENT THAN EVER IN SOCIAL
Every minute, there are:
200 MILLION 2.8 MILLION
EMAILS YOUTUBE VIEWS
2.1 MILLION5.6 MILLION
GOOGLE SEARCHES
200K TEXTS
275K
TWEETS
FACEBOOK PICTURES
1.7 MILLION
FACEBOOK POSTS
27
29. PEOPLE FILTER BASED ON TIME
Content decay happens fast. If people don‟t see it in the first
three hours, they‟ll never see it
90% 92 %
of Facebook retweets within the
engagement in first 3 first hour
hours of post
29
31. FACEBOOK IS FILTERING TOO
100% MYTH:
100% organic reach
16% FEBRUARY 2012:
Facebook announces
average of 16% reach for
brand content
8% SEPTEMBER 2012:
Facebook reduces reach
to 8% average
31
35. CREATIVE NEWSROOM IN ACTION
Shuttle Newsroom Community
Endeavour teams Managers
trends spot the develop real-
nationally trend time creative
35
36. TAILORED TO BRAND & AUDIENCE
The newsroom
posts generated
400-600% more
engagement
Adobe Lightroom Photo Album: Microsoft Clippie:
Stunning Pictures Classic Microsoft,
Techie Humor
36
37. AN OFFERING UNLIKE ANY OTHER
PEOPLE PROCESS TOOLS
Multi Discipline teams 3 steps to get you up and Proprietary mix of resources to
with diverse backgrounds running effectively mine pop culture, consumer
to serve your brand and community insights
37
41. YOU HAVE 50 CHANCES
TO MAKE AN IMPRESSION
You don‟t have to try to win the game in one swing
Total Content Attention Consumption
Per Channel Rate Per Person
500 posts 50 posts
10%
per year per person
CAPTURE DEEPEN
INTEREST ENGAGEMENT
1,500 tweets 50 tweets
3%
per year per person
41
43. AS ENGAGEMENT INCREASES,
REVENUE LIFTS
ADVOCACY
Size of Group Depth of Emotional
Engagement
AWARENESS ENGAGEMENT CONSIDERATION
PURCHASE
MASS MEDIA SOCIAL MEDIA SEO, CRM, WOM
43
45. EPIC EVENTS
DRIVE
BREAKTHROUGH
ATTENTION
Epic events transcend space, time
and media. The combination of
breaking news, exclusive access
and competition was a winning
formula for excitement, attention
and conversation.
45
46. EXTEND EPIC When a dad launched his son‟s
Skylander‟s Tree Rex figure into
CONVERSATIONS space, @RedBullStratos
congratulated Tree Rex on
THROUGH TIMELY Twitter, creating an additional
ENGAGEMENT spike in conversation online.
46
46
47. GIVE For the launch of
Call of Duty: Black Ops
LIVE TV II, Activision partnered
with Spike TV for a live
A SOCIAL midnight show, featuring
tweets, photos and
LIFE stories from fans
around the world.
47
48. SYNC SOCIAL
EVENTS IRL
Syncing social and IRL
events more closely
Axe Music has used social
broadcasts of music events
to attract and excite fans.
48
56. INTERSECTION OF SEARCH & SOCIAL
SOCIAL Social to drive Engagement & SOCIAL
sharing drives Robust and rich
MEDIA initial search
scale, engageme
content strategy to FOR
drive search SEARCH
nt, sharing and Content for search to
recommendation support social
CLICKTHROUGH CLICKTHROUGH
FORENSIC TRACKING & MEASUREMENT
56
57. DEVELOP A SPECTRUM OF CONTENT
SEARCH
SOCIAL
Shortform content „Spike‟ campaign „Social poster‟ Longform
Visual content Video content
calendar for social content content content
General content Visual content Video
calendar based drives scale and content e.g.
on tone of voice WOM through product
network at 2x demos
rate of non-visual primed to
feed search
Content optimized
Periodic fan General for enthusiasts
acquisition at imagery and and search
scale product info
57
59. BRANDPLAY
Letting your personality shine through
@TacoBell Why is it that “fire”
sauce isn‟t made with any real
fire? Seems like false advertising.
@OldSpice Is your deodorant
made with really old spices?
@OldSpice @TacoBell
@TacoBell Depends. Do you
consider volcanos, tanks and
freedom to be spices?
59
60. BRANDPLAY
Letting your personality shine through
Ever bring your own Oreo
cookies to the movie theatre?
#slicksnacker
NOT COOL, COOKIE.
@Oreo RT @AMCTheatres
60
61. NOT JUST FOR CONSUMER BRANDS
B2B eCards Valentine embedded in code
61
10 Social Media Essentials for 2013 :: Edelman DigitalAuthor: Monte Lutz, EVP Social Strategy and Programming, @montelutz
More friends, more fans, more brands, more stories. More people are using social media than ever before – and for longer, on an increasingly diverse array of devices. As a result, newsfeeds are cluttered, and fans are more distracted and discerning. In order to succeed, brands will increasingly turn to real-time creative, analytics and paid media to ensure that high-performing content reaches as many people as possible, at the moment they are most interested, to spark conversations and deepen customer relationships. As media converges, brands will invest in ways to complement original, visual content with fan-sourced creative. Promoting high-performing content that aligns with new “real content” search drivers will become essential. Brands will host epic social events to excite the base and invest in tools that help them target and engage one-on-one more efficiently. And brands will have a little fun in the process, remembering that brandplay can go a long way to telling their story.There are 10 social media essentials that can help guide brands to achieve success in2013. We explore these essentials and case studies of brands in action. We see 10 trends bubbling up in 2013: (1) mobile first, (2) converged media, (3) sourced content, (4) visual storytelling, (5) creative newsroom, (6) many lightweight interactions over time, (7) social events drive excitement, (8) one-to-one engagement (9) search game changed again, and (10) brandplay.
The first trend is Converged Media.
A September 2012 Insit survey of 6,000 consumers in 19 markets found that 51% of internet users have a smartphone. These smartphone users are heavy users of social media. According to Google, 61% of smartphone users already access social on their mobile. These people aren’t just using mobile social a little. According to Nielsen, nearly one-third (30%) of all time spent on mobile devices is spent on social networks, compared with 20% of all time spent on PCs. (Nielsen, July 2012). Social media platforms are quickly adjusting. Facebook bought Instagram for its mobile community as much as its feature set. On the phone, the visual experience is even more pronounced than on a PC, where people, thumb, scroll, like through their experience. This is why Zuckerberg has directed that all new Facebook features should be designed for mobile first.
Compilation of eMarketer data from the previous six months helps to tell the story – visually. While the number of US social network users will increase by 8% in 2013, US smartphone users will increase by 36%, and mobile social users will grow by an astounding 43%. Get your apps ready. Growth is in mobile social.
The growth is driven by the convergence of mobile at the center of online, social and search activities. Mobile technology is increasingly driving paid, owned and earned media.
Brands such as Starbucks have purposefully placed mobile at the heart of their experience, telling stories through the apps that embody the brands character. Whether it’s paying with your digital wallet, redeeming your Starbucks Rewards or accessing the Starbucks network to download a song or read the latest news, the content, payment and social experience delivered by Starbucks embodies the spirit of Starbucks as a connected place. As brands continue to focus on stories and experiences, not just ads and messaging, they will continue to create opportunities for customers and fans to engage wit them intuitively through mobile. Disclosure: Starbucks is an Edelman client.
We our spending our time online divided (or overlapping between) four primary devices:Smartphone: 17 minutesTablet: 30 minutesPC/Laptop: 39 MinutesTV: 43 minutesBut people aren’t just using a single device. 90% of people use multiple screens sequentially.Brands must therefore develop content so that it is optimized across channels. Second screen behaviors are becoming normal for many consumers. 85% of consumers use a second screen device while watching TV. Extending the entertainment, community or advertising experience beyond the primary screen will drive deeper engagement with the original content and the brand. Source: The New Multi-screen World: Understanding Cross-Platform Consumer Behavior
Smartphones provide the initial kickstart for many primary online activities. People start on their smartphone and then continue on other platforms. Search, social networking and web browsing are the most common activities to start on the smartphone. More than half of people continue to search, browse, shop, manage finances and engage on social networks on a PC. Source: The New Multi-screen World: Understanding Cross-Platform Consumer Behavior
The next trend is Converged Media.
Fifty years ago, David Ogilvy asked: “Are your ads looking more like magazine spreads yet?” The advertising and communications worlds listened, introducing infomercials, advertorials, product placement, sponsored programming and brand journalism.
Today, the conversation has evolved from content branding to converged media. The convergence of paid, owned and earned media has blurred the distinction between each. You don’t need to design ads that look like editorial content. Great content is your ad.
The convergence of paid, owned and earned media provides the opportunity to achieve earned media at scale. Content developed by the brand is shared organically by friends and fans to their own networks, extending the reach of the story to additional circles. The content can also be promoted through paid media to boost the reach further. Visual reference: http://www.slideshare.net/Altimeter/the-converged-media-imperative
The classic ad model believes that the ad is the content. Advertisers still believe that people “like” ads. Reality Check: whether on TV or social media, people don’t “like” ads. They watch TV for the shows. They visit Facebook to connect with their friends. The convergence ad model recognizes that the content is the ad. Instead of buying an ad in the right rail, Sponsored content boosts the reach of editorial content within the newsfeed itself. The “ad” isn’t distinct, pre-fabricated creative. It is the content. According to a February 2013 eMarketer report, sponsored content displayed in the newsfeed has 46 times the click-through rate of ads in the right-hand column. Since the mobile Facebook experience is ONLY the newsfeed, sponsored content is even more important in mobile. Engagement on mobile newsfeed ads is twice that of newsfeed on PC.
It all starts with compelling content that is relevant, visual, tailored and actionable. Relevance is the effective balance of editorial focus across the (1) brand, (2) industry and (3) community. Visual content has 5x higher engagement. The ability to tailor the voice and tone of content to audiences and platforms, while effectively representing the overarching brand narrative in social, is essential for building a base of support and extending engagement, which is amplified when a brand drives engagement through the use of distinct calls to action. With content in play, real-time analytics measure the performance of the content to understand what is resonating, and what is failing to connect with the audience. Even the best-conceived content fails to connect because of timing or attention. Measuring the engagement and sentiment about the content determines how well it is performing, and whether you should extend the reach of the content to more people. The best content generates the most engagement, which in turn drives it into the newsfeeds of friends, fans and followers. However, with Facebook reducing the organic reach of content, and the increasing density of tweets, it is harder for any content to reach a significant share of your followers organically. Sponsored stories, promoted posts, promoted tweets and featured videos extend the reach of your content. But you don’t want to boost content that is not working. Focusing on extending the reach of content that is already performing well, will ensure that your best content reaches the most people.
All of these changes are leading to a real-time content revolution for brands. Brands must capitalize on these changed by better integrating community management, real-time analytics and paid media. Effective community management balances content creation and community engagement, that is enhanced through compelling visuals and text. Aligning analytics with community management delivers real-time actionable insights based on performance of content and behaviors of communities. These insights can be employed to drive a lift in engagement through promoted content.
Edelman Digital has developed an approach for evaluating which content to boost through paid media in real time, identifying “high-performing content” based on the level of engagement, quality of sentiment, relevance of content to company priorities and geographic priority (where appropriate). Additionally, we consider who we should target the promoted content to, based on the topical relevance to specific audiences. Recognizing the half-life of social content – even high-performing social content – is limited, we apply a factor of content decay to determine whether content should continue to be promoted or whether promotion should be focused on a different piece of content.
Telling your brand’s story day-in and day-out isn’t easy. Community managers and creative teams generate hundreds of stories per year. However, brands have learned that not all great ideas come from within the walls of the company or its agency. In fact, many of the best pictures come from fans and enthusiasts who love the brand and are sharing great stories about the brand each and every day. Disclosure: Volkswagen is an Edelman client.
Brands are focusing on creating original content and curating great content from fans, bloggers and influencers. Curation is an important part of brands’ content strategy. Brands generate original content through their owned channels. When fans, bloggers and influencers create content along similar themes or specifically using the same hashtags, the brand is able to find them and amplify this content on its owned channels as well, striking a balance between original and sourced content created by the community. High-performing posts that resonate with the community can then be boosted through promoted posts. Seeing the success of such efforts, the brand adds the author to its contact list to further develop the relationship. Each element is tracked for ROI from the paid, owned and earned efforts. Disclosure: HP is an Edelman client.
Visual storytelling has come into focus. 300 million photos are uploaded to Facebook each day. Highly visual platforms such as Pinterest, Tumblr and Instagram are surging in traffic and attention. Tumblr is moving up the list of the most popular social networks in the world. Tumblr’s monthly unique visitor count increased by 100% to 26.9 million between July 2011 and 2012, according to Marketing Land reports.This puts Tumblr, the five-year-old microblog founded in New York, neck and neck with Pinterest which collects more than 23 million uniques a month, according to statistics from Site Analytics which tracks how many visitors sites collect in the U.S. Instagram has more than 100 million users. According to TechCrunch, over 5 billion photos have been shared on the platform. After the release of the Android app and acquisition by Facebook, Instagram downloads surged to eight times higher than inthe previous year. GE Instagram127,708 followersBehind the scenes of GEJohnnie Walker Instagram CampaignOverview: Johnnie Walker wanted to be a top-20 brand on Instagram to complement their 4 million strong Facebook presence. They asked their fans for help, partnering with leading Instagrammers to take over the @JOHNNIEWALKER Instagram feed and each tell a brand related story. The month-long campaign launched in late August. Recognizing the good work, Instagram is featuring the new Johnnie Walker page as a suggested page.Insight: Influencers and/or paid media are the quickest way to build a base of fans quickly for a new property. There is also great power in Suggested Pages.
When Facebook switched to a more visually-oriented Timeline in early 2012, engagement with visual content increased significantly. According to a Simply Measured analysis, visual content generates 5x more engagement than non-visual content on Facebook. Since the launch of Timeline, engagement with visual content has increased 52%. Johnnie Walker is a great example of a brand turning to more visual content to engage with fans. Johnnie Walker wanted to be a top-20 brand on Instagram to complement its4 million strong Facebook presence. They asked their fans for help, partnering with leading Instagrammers to take over the @JOHNNIEWALKER Instagram feed and each tell a brand related story. They also prominently featured fan-generated Instagram photos on its popular Facebook page, leveraging existing fan love to launch in a new platform. The month-long campaign launched in late August. Recognizing the good work, Instagram featured the new Johnnie Walker page as a suggested page. As with the Johnnie Walker example, brands who build relationships with established influencers on a platform can build a base of fans quickly and effectively. Disclosure: Johnnie Walker is an Edelman client.
Visual storytelling is also driving a surge in consumption of mobile video, with significant increases in mobile video views. Over the last two years, the audience for mobile video in the US has increased by 77% to 36 million people. This will continue to increase as the smartphone revolution expands and tablet sales explode. We are already seeing some client video campaigns generate 25-50% of all video views on mobile devices.
Twitter’s purchase of social video service Vine is driving a renewed interest in bite-sized video that is deeply integrated into social platforms. Look for brands, social platforms, and startups to focus increasing attention on social video in the coming year. Lessons from brand experiments with Tout, and early experiments with Vine, will continue to draw attention.McDonald’s.Skylanders and Toyota have each jumped in with games, fans and a stop motion ad to start. Disclaimer: Skylanders is an Activision client.
There is more content than ever in social and digital media. Each minute, there are 1.7 million Facebook posts, 2.8 million YouTube views, and 275,000 tweets. We comb through 200 million email and 5.6 million texts per minute. In an attempt to find the information we are looking for, there are 2.1 million Google searches per minute as well.
People have to find a way to filter through all this information.
First and foremost, people filter content based on time. They are either online or not. They are either on Facebook and Twitter or they are not. This is critically important for brands to consider, because the half-life of social content can be measured in hours. 90% of Facebook engagement happens in the first three hours of a post. Similarly, 92% of retweets occur within the first hour. If you post when people are paying attention, nobody will see it.
People also filter content based on the medium. Visual content is far more engaging than simple text content. Pictures are easier to identify and digest in the newsfeed. They stand out and call for attention. As a result, Facebook posts that contain photos have 5x more engagement than those that do not.
The platforms themselves – particularly Facebook – are also filtering the content that you see. Over the last year, as the number of people actively using Facebook has surpassed one billion, and as the number of brands who are actively posting on Facebook continues to increase, Facebook has continued to update its algorithm to better filter the exponential increase in content on the platform. As a result, brands are seeing their content reaching only 8 percent of their audience members on average. This is not an absolute number. Brands with higher engagement are rewarded with greater organic reach. Conversely, brands that post content that doesn’t resonate with their fan base are seeing their reach continue to shrink.
All of these changes are leading to a real-time, creative content revolution for brands. In order to compete, brands must be able to create engaging, visual content that connects with consumers about the things they are thinking and talking about in near real-time.Brands must capitalize on these changes by better integrating community management, real-time analytics creative, and paid media. Aligning analytics with community management delivers real-time actionable insights based on behaviors of communities and the social conversation at large. Teaming up community management with creative balances allows us to tell stories that are more compelling and more likely to break through. Analytics is back on the case to monitor performance of content and these insights can be employed to drive a lift in engagement through promoted content.
Brands have the opportunity – and increasingly, the requirement – to create compelling real-time content that is conversation aware and creative. For example, when the Space Shuttle Endeavour was on its final voyage across the US, the topic surged in attention, becoming the #2 trend on Twitter. Millions of people on Twitter, Facebook and other social channels were talking about it. Consumer-friendly brands such as Volkswagen took note and decided to join the conversation. It would have been perfectly acceptable to write a simple, congratulatory note and post it to Facebook. For example, “VW is excited to celebrate the final journey of the Shuttle Endeavour. What an adventure it has been.”
Instead, the Volskwagen social media team put its own visual VW spin on the story. With discussion about the new VW Beetle convertible starting to bubble up about the same time, the VW social team took an image of the Shuttle Endeavour being transported on the back of a 747 and updated it with an image of a “VW Shuttlebug.” The post simply said: “SPOTTED: Shuttlebug.” The community went wild for it, sharing the image nearly 2,000 times. In fact, the post generated 6 times the engagement of the typical visual post on the VW Facebook page. Combining a popular conversation with a compelling image works.
A number of brands also capitalized on the popularity of the Shuttle Endeavour’s final flight to tell their own stories. As the Space Shuttle Endeavour criss-crossed the state of California atop a massive jumbo jet, the Endeavour started trending nationally. Monitoring Twitter and other social channels in real time, social newsroom teams spotted that the trend and alerted community managers, who developed real-time creative responses within an hour.
While the Shuttle Endeavour trend was the same, different brands joined the conversation in their own unique ways. The Adobe Lightroom team chose to tell its story though stunning, original photography taken by the team as the Endeavour flew near its offices in the Bay Area. Microsoft’s social team channeled the classic Clippie helper to ask if the 747 pilot needed a helping hand to guide the Shuttle home. Each channel approached the same story in a unique manner, befitting its brand and community. As a result, each saw a 400-600% increase in engagement, compared to other visual content on the pages. Disclosure: Volkswagen, Adobe and Microsoft are Edelman clients.
These successes don’t happen by accident. They require a combination of people, processes and tools to turn an insight into the conversation into engaging creative in real-time. Community managers and trendspotters actively monitor the conversation for opportunities. Using a mix of proprietary resources and social trending tools, they sort through potential opportunities to identify the ones that would resonate the most with the particular community based on demographic, psychographic and behavioral insights about the community. Teams coordinate with a newsroom editor and studio designers to turn the idea into creative reality within a few hours.
There are a number of models for how the Creative Newsroom can work for a brand. Trendspottercampaigns are designed to help brands be more interesting and more relevant in the newsfeed. The Creative Newsroom team actively monitors the online conversation for stories and trends that have reached a tipping point and are relevant to the brand’s audience. We pick the best and create original, real-time content to keep your community engaged. Newsroom Campaign is your opportunity to turn a launch into a cultural milestone. The Campaign approach helps to ensure that conversation about launches and milestones don’t end with your announcement. The Newsroom Campaign extends the conversation about you by demonstrating relevance to the trends and topics that people are already talking about. For example, OREOs Daily Twist turned the 100th anniversary of the brand into a 100-day celebration made newly relevant to the news of the day. The Daily Desk is the most ambitious offering. The Daily Desk is designed to ensure that a brand isn’t just catching trends, but defining them, as a trendmaker. While the conversation changes every day, with new stories, new trends and new ideas, the Daily Desk helps companies spot and jump on them quickly – every day. Each morning, the Newsroom team meets to debate the stories of the day and pick the surging conversations that are most relevant to the brand. Within hours, the team has developed a creative response that helps to demonstrate that you are the most relevant brand in the feed by connecting with your audience about the things they’re talking about today, or the fascinating things they have yet to discover. It is designed to help you spot a trend, create a meme, and become the next cultural guidepost.
Brands were put to the test recently when the Superdome power outage caused half the stadium to go dark and the world’s most watched TV event come to a grinding halt. Oreo, Audi, Volkswagen and Tide rose to the occasion, developing timely, engaging, visual content that capturing audience attention and changed the storyline about which marketers won the Super Bowl. Edelman had 7 real-time command centers active for clients during the Super Bowl, compared to only one in the previous year. This will continue to evolve in increase, not just for the Super Bowl, but for other major events, and for some brands, the every day.
Last summer, Paul Adams, the Global Head of Brand Design for Facebook, talked about Facebook’s philosophy for how brands should engage on the platform. It is the idea that brands should focus on having many lightweight interactions over time, rather than trying to invite fans to have a deep experience with the brand right out of the gate. Analyzing the average posting frequency and engagement rates for brands on Facebook and Twitter, Adams’ perspective is strongly supported. For brands that post 1-2x per day (totaling 500 posts per year), an average attention rate of 10% would mean that a fan would see 50 posts per year. Similarly, for brands that tweet 4-5 times per day (totaling 1,500 tweets per year), an average attention rate of 3% would mean each follower would see 50 tweets on average per year. In other words, brands have 50 chances to make an impression with each fan each year. If the first five times you talk to a fan, you ask them to BUY, BUY, BUY or DOWNLOAD, INSTALL, MARRY ME, fans will be turned off and turned away. You need to earn their trust over time, by mixing lightweight content about the issues they care about with brand and product-specific information making a more direct pitch.
Don’t propose on the first date. Invest in the relationship. Wait for your 51st date to pop the question.
As engagement with the brand increases over time and attention, the depth of the emotional engagement increases as well. As you take fans through the social sales funnel, from awareness through mass media to engagement in social media, through consideration and to purchase, this approach will help to ensure that more people stay engaged, becoming not just customers, but advocates for the brand.
Epic events transcend space, time and media. The combination of breaking news, exclusive access and competition was a winning formula for excitement, attention and conversation.Few brands have been able to build their own epic memes better than Red Bull, because they dive into them head first. Red Bull doesn't just put up a banner at the X Games, they build a snow ramp for Shaun White. They don't just sponsor a music festival, they launch a record label. And when that’s not enough, they break a world record by helping someone sky dive from space. RedBullStratos was an epic marketing win. 8 million people watched the Livestream; seven million people engaged in social. And Red Bull was everywhere.
After Red Bull Stratos, if anyone could own the conversation on space it was Red Bull. For the month following the space jump, anytime someone talked about space, the conversation invariably included a mention of the Red Bull space jump. They jumped on the association, engaging people and brands that were doing cool things that were space-related. When a Skylanders dad launched his son’s Tree Rex figure into space onboard a high altitude balloon, @SkylandersGame celebrated the epic achievement by a Skylanders fan. @RedBullStratos spotted the conversation on Twitter and joined in the celebration, tweeting that “Tree Rex needs his wings too,” creating a second spike in conversation. Disclosure: Activision/Skylanders is an Edelman client.
The launch of Call of Duty: Black Ops II was an epic gaming, TV and social media event, with 2 million tweets, posts and photos posted during the launch. Spike TV hosted a live TV broadcast from Times Square. The broadcast featured stories about Call of Duty fans, highlights from live events around the country, interviews with Treyarch studio head Mark Lamia, and gameplay between New York Giants football players and US troops abroad. The show was fueled by live tweets, photos and videos from fans around the world, demonstrating the power of social media to drive entertainment. Disclosure: Activision/Call of Duty is an Edelman client.
Syncing social and in-real-life events more closely can also amplify the impact of each. Axe Music uses social broadcasts of music events to attract and excite fans understanding that sometimes you need to give a little jolt to what’s in the newsfeed by introducing a big event – whether streamed or IRL – geared for your fans. Disclosure: Axe is an Edelman client.
One of the stories being written in the analysis of digital and social media in the 2012 presidential campaign is the supremacy of Big Data to help the Obama campaign be able to segment, target and mobilize supporters more effectively than the Romney campaign. But the most important part of the Big Data story isn’t about data, it’s about people. By combining databases and overlaying social profiles against such data, brands (and campaigns) are able to see that the names they see in their databases aren’t just an email address or a phone numbers, but actual people. Knowing who they really are enables brands to turn the data into prescriptive actions, syncing online with people in the real world. The campaigns used this to create prescriptive asks for individual people, rather than just generic models for broad categorizations. As service providers such as Salesforce and Adobe help brands better merge, align and act based on data drawn from all of their available digital, CRM, social, psychographic, behavioral, partner and customer databases, they will be able to better target offers, service and engagement to individual people rather than clusters of people.
Brands are moving beyond simple demographic and psychographic data to ever-more sophisticated ways to understand, target and engage customers.
Platforms are providing additional opportunities for brands to target subsets of their current and prospective fans. Facebook has enabled advertisers to target based on interest, geography and activity for a while. Tools offered by Micro Strategy and other providers allow you to develop significantly more sophisticated clusters based on brand affinities drawn from millions of data profile inputs. Targeting tools allow you to create clusters that can be matched against or filtered with exclusions based on data pulled from your other sources, such as email lists. Facebook Groups are also providing brands with opportunities for fans with similar interests to convene, such as CNN’s issue- and geography-specific groups. Apps such as Super Fans can also provide information about and rewards for individual fans based on their engagement with the page. Brands can even create sub-groups for their most active fans only, inviting them to participate in unique programs with the brand. The advent of Graph Search will enable every Facebook user to be able to search and segment by interest more easily. Twitter’s Targeted Tweets programs allows you to serve tweets to people based on specific interests. You can even promote tweets to individuals who fit the customer profiles of your competitors, helping to fuel conquesting on the platform.
Since the release of ‘penguin’ Google has made it clear that traditional SEO methods will decline in efficacy, giving way to quality content as the paramount route to discoverability. The Rise of Real Content means that brands can no longer seek quick SEO fixes to drive organic traffic to their owned properties. They must create real content that drives actual engagement in order to earn the Google juice. Google is also using social signals and context from content and engagement on Google+ to determine quality of content and AuthorRank as signals for which content to display.
Search is evolving to include social context. Bing Social Search is now deeply integrated with Facebook. When you are logged into Facebook, your searches will also generate social context – displaying content, context and information from your Facebook friends in the right rail, next to organic search results. Bing’s partnership with Facebook provides access to Facebook’s walled garden in a way that Google cannot replicate in depth or engagement. Disclosure: Microsoft is an Edelman client.
As a result of these changes, social media and social for search are now mutually beneficial and essential elements of any integrated campaign. Social media content drives initial scale and engagement. Engagement triggers serve as a signal that boosts organic search results. Additionally, a robust and rich content strategy drives search results. If developed correctly, the content designed for search optimization also integrates with and amplifies social. Each drives click-throughs that can be tracked and optimized. Both content and search strategies should adjust accordingly.
The dynamic between social and search is realized by developing a spectrum of content, from short-form content optimized for social, to long-form content optimized for search. Visual content and social poster content that combines visuals overlaid with text, straddle the line between social and search.
People may start following a brand because they like the product; but they continue to follow because they enjoy the conversation. For all of the serious insights and recommendations in this report, we cannot forget to have a little fun. After all, according to Edelman’s 8095 survey, 8 in 10 Millennials expect brands to entertain them. In fact, the 2012 Edelman Trust in Entertainment Barometer found that people think social networking sites have the highest value as an entertainment source; higher than films, music and even TV. Social media is serious business. But it’s also personal and engaging.
Brands such as Taco Bell and Old Spice have learned the value of have a little fun with the brand in social. This has played out in terms of popular campaigns such as the Old Spice Man. But the same attitude is also displayed in their daily interactions with fans and other brands. Fans follow brands because they like the brand, but also because they are interested in learning what the brand has to say. Saying it in character can lead to some entertaining opportunities. When @OldSpice asked @TacoBell “Why is it that “fire” sauce isn’t made with any real fire? Seems like false advertising,” @TacoBell responded with a quick retort, tweeting: “@OldSpiceIs your deodorant made with really old spices?” Not to be outdone, @OldSpice came back with a tweet of its own: “@TacoBellDepends. Do you consider volcanos, tanks and freedom to be spices?”The exchange generated hundreds of retweets and even some good ole fashioned media coverage. It’s not every day that a deodorant and a restaurant have a conversation. But it is becoming more common.
Not to be outdone by Taco Bell and Old Spice, OREO wanted to have a little fun by tweeting “Ever bring your own Oreo cookies to the movie theatre? #slicksnacker”. But the social media manager at @AMCTheatres was none too amused. He replied “NOT COOL, COOKIE.” Four hundred retweets later, @AMCTheatres had the last laugh, and a fair amount of respect.
Brandplay isn’t just for consumer brands.Juniper, a B2B networking solutions provider, isn’t afraid to have a little fun with its Facebook fans. From IT-friendly ecards, to valentines and haikus embedded in lines of code, the brand is engaging its fans using the language, devices and humor that they enjoy. Sure, there are plenty of pictures of servers and certificiation quizzes, but there’s also good old fashioned, audience-specific fun. It works. The engagement rate on Juniper’s Facebook page is higher than Intel, Citrix, Zappos, Old Spice, Lady Gaga and Starbucks. Disclosure: Juniper is an Edelman client.