Mediaboss Marketing

Marie La France, vice president of strategy, Dash HudsonIn the last 10 years, social media has undergone a significant transformation. The last decade has primarily focused on building an active social community, with vanity metrics such as likes and followers perceived by brands as critical indicators of success. However, priorities are shifting as consumers social media use is becoming more understood, with entertainment at the forefront.

On the front lines of this shift toward short-form video is TikTok, with entertainment as the platforms most popular category, topping 535 billion hashtag views. It comes as no surprise that TikTok compares itself to Netflix, while Instagram is repositioning as an entertainment provider. Short-form video is at the heart of this change and has become a primary function for social channels, brands and creators, who are often defining trends. The era of social entertainment is here, and its the most effective way for brands to reach consumers.

According to Nielsen Catalina, 56% of brands sales lift from digital advertising can be attributed to the creative quality. In short: Marketers have complete control over creative, and if they master it, they can break through an incredibly crowded space. The days when the number of followers determined how many people saw content are over. Today, consumers are delivered content based on their interests, meaning that reach is uncapped, and the best content thrives.

TikToks offbeat nature suits some brands personalities well. Still, it is no secret that other brands have been slow to embrace the platform due to uncertainty about whether it aligns with their strategies legacy and luxury businesses in particular.

However, among the first luxury brands to embrace TikTok was Balmain, a brand that drives engagement with branded stories by understanding that quality content, not audience size, has the most significant impact.

Through creative insights gleaned from analysis of Balmains content performance, the team produced organic content and experimented with formats, such as podcasts, Netflix collaborations and festivals, while remaining true to the brands heritage as a luxury fashion house.

With a 279% increase in website clicks since employing a data-backed creative strategy, Balmain demonstrated how vital using the right insights can be in this new approach to content creation. We love how Dash Hudson handles data, said Jeremy Mace, head of digital marketing at Balmain. It allows us to drill down and explore crucial metrics seamlessly and create reports that we can share with other teams and internal stakeholders.

During the pandemic, consumers were accustomed to doing things online that were once done in person, such as socializing, attending concerts and shopping. In fact, 70% of consumers believe that online marketplaces make buying more convenient, allowing brands to merge shopping and entertainment into a single experience.

Social content that directly encourages customers to checkout is becoming the norm, with brands having more tools than ever to make content shoppable. While this may have felt overly commercial in the past, some social platforms are reporting a shift in how users are receiving content that actively sells to them. A report by TikTok found that users associated the advertising on its platform with being authentic, fun and genuine. In addition, 43% of users say that advertising on the platform blends in with the content.

In keeping with authenticity, TikTok has allowed brands that have been viewed as more corporate in the past, such as RyanAir, Grammarly and BMW, to push boundaries by going behind the scenes, leveraging humor if it feels authentic, or creating useful content for viewers. This content allows viewers to connect emotionally with a brands narrative and product, facilitating a more engaged community of buyers.

Creators are central to the social entertainment era. For years, brands have relied on influencers as a core part of their social marketing strategies, but there has been a gradual shift toward forming longer-term partnerships with creators.

In contrast to influencer marketing, creator marketing focuses on producing content that entertains rather than prioritizing product placements. This method helps brands form more meaningful partnerships with creators and produces lasting customer sentiment beyond a single sponsored post.

These long-term creator partnerships will likely become crucial for brands marketing strategies.

On TikTok, the most popular content features faces, not only because it humanizes brands but also because it allows them to build familiarity with their audiences. However, content creators do not necessarily need thousands of followers and a track record of entertaining viewers to become successful. By strategically analyzing the performance of their content and understanding how it can capture attention, social media managers are becoming increasingly empowered to represent their brands themselves.

Amid the rise of social entertainment, marketers must remember that creative is king delivering the best content is and always will be most important. On top of this, finding ways to merge shoppable and entertaining content and fostering long-term relationships with creators will leave marketers in a good place as social entertainment gains even more popularity.

Social media is only getting faster, and the brands that take bold steps will find significant success. With real-time insights, marketers can develop agile strategies geared toward delivering the best creative and, ultimately, driving real results.

Sponsored By: Dash Hudson

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The rise of social entertainment is causing brands to shift strategies - Glossy

Digital trends move quicklythats no surprise to marketers. The fast pace of the social media environment can cause marketers to sit on the sidelines. Or worse, it can lead them to make snap judgments about how to engage, believing that seeing what sticks is a better strategy than being left behind. Making quick decisions in the rapidly-shifting social media landscape doesnt mean they cant be smart and strategic.

Social media isnt alternative media, its mainstream media, as reflected by the increasing spending across multiple platforms. In 2022, advertising spending on TikTok and Instagram will reach $177 billion, according to Zeniths global forecast, overtaking TV for the first time. As a main source of information and entertainment, consumers are much less forgiving than they were in the early days. If brands are going to take advantage of these channels, they need to move quickly and get it right.

Here are three social media-focused insights and tips to consider when looking to accelerate clients social marketing presence by making smart, strategic choices about where and when to play:

The question to ask yourself is: Why do I have the right to be engaging in this conversation? In other words, does your category directly relate to whats happening in the trend? Is this truly relevant to your existing customers and/or target users?

If the answer to either of these questions is no, then your brand may get a boost by associationright time, right placebut you wont fully leverage the potential of the effort. Consumers are very tough on brands they deem insincere. The price of aligning your brand with the wrong trend wont be worth it if consumers decide youre inauthentic.

As the fastest-growing social media platform globally, TikTok is a must-have for nearly every company or brands digital marketing strategy. That means understanding how best to use it and its features is imperative.

TikTok is a place where peopleand brandsneed to entertain if they want to capture viewers attention. Creating content on the platform that has tension is critical. What can your brand do thats unexpected?

TikTok offers a place where brands can color outside the lines a bit or let their hair down, compared to other social channels. When brands show up in unexpected but still very authentic ways, consumers will reward them. And variety is key. Once you commit to a content medium like TikTok, you need to show up often or risk getting lost in the more than 1 million videos that are viewed every single day.

Video continues to become increasingly important in the battle for consumer engagement. As social platforms revamp around video, brand marketers wont have the option to keep static as the center of their social content efforts.

Recently, Instagram CEO Adam Mosseri revealed that the social media platform is planning to double down on its video features and focus efforts on the recently introduced Reels functionality. This indicates the TikTok-like feature is about to grow even more, and brands need to focus on how best to implement video-focused content quickly and affordably.

Remember, social media moves quickly and you should, toobut not so fast that you put a brands reputation in danger. Be smart, be agile, but most of all, control the urge to post, share, or create content for the sake of being part of a conversation. The repercussions of a bad move made on social media far outweigh 15 minutes of trending success.

Vice President atBlue Sky Agency, overseeing client relations and business development.

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Avoiding knee-jerk marketing decisions in the digital space - Fast Company

FORT COLLINS, Colo., April 21, 2022 /PRNewswire/ -- Implementing the right social media management strategy has the potential to increase sales and brand awareness, and most business owners know that being active on social media is a non-negotiable in this day and age.

In this case study, Marketing 360 discusses how one online retailer, with the help of the social media management team at Marketing 360, was able to increase their sales and impressions through their social media management strategy.

In a three month period, this business saw 235,814 impressions and generated 78,043 clicks to their website. This was achieved through posting a variety of educational and engaging content on Facebook and Instagram that asked their audience to answer questions. It might sound counterintuitive, but posting engaging, community-focused content rather than sales-focused content can lead to more sales.

They also used ad budget to boost their posts which allowed them to get in front of more people. This led to an additional 55,268 impressions and to direct conversions.

Social media is truly non-negotiable for business owners, and it provides one of the best avenues to get in front of new and existing customers. The right social media management strategy can help businesses increase their brand recognition and sales.

Through many tools and integrated apps, plus the backing of a fully integrated marketing team, the Marketing 360 platform makes it easy for small businesses to manage their business and marketing, all from one place, while saving time, money, and tons of manual work. Learn more about Marketing 360 at https://www.marketing360.com/.

About Marketing 360Marketing 360 is a technology company that provides business management and marketing software and services for SMBs and franchises. For over a decade, the Marketing 360 platform has given SMBs everything they need to manage and grow their business from a singular platform, including the ability to build a professional website, accept and manage payments, manage leads and customers, book appointments, monitor reviews, manage social media, syndicate business listings, manage content marketing, run multi-channel digital advertising campaigns, and more. Marketing 360 was founded in 2009 with the mission of enriching communities by helping small businesses grow, and is headquartered in Fort Collins, Colorado. Learn more about Marketing 360 at https://www.marketing360.com/.

Contact:Farra Lanzer[emailprotected]970-541-3284

SOURCE Marketing 360

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Marketing 360 Social Media Management Strategy Increases Impressions and Sales for Online Retailer - PR Newswire

WASHINGTON(BUSINESS WIRE)Much like Europe after World War II, political instability in war-torn countries, social and economic upheaval, religious constraints, and large refugee populations from Ukraine, Syria, Turkey, Saudi Arabia, Egypt, Libya, and Somalia set public health initiatives like family planning significantly back or completely unavailable. Clinics close and doctors move ondespite such challenges, DKT International, one of the worlds largest providers of family planning, HIV/AIDS and safe abortion products and services, steps in to fill a growing unmet need as a critical provider of condoms and other contraception.

Often, in times of conflict, the right or ability to access family planning is one of the first things women lose, says Chris Purdy, CEO of DKT International. Its every womans right to choose when and if to have children, and envision a world where every child is wanted, which speaks directly to the goals of FP2030 to enable women and girls to have access to affordable modern contraceptives.

In addition to access to condoms and other forms of contraception, The World Health Organizations (WHO) new guidelines on abortion care aim at protecting the health of women and girls to help prevent over 25 million unsafe abortions that currently occur each year. Being able to obtain safe abortion is a crucial part of health care, said Craig Lissner, acting Director for Sexual and Reproductive Health and Research at WHO. Nearly every death and injury that results from unsafe abortion is entirely preventable. Thats why we recommend women and girls can access abortion and family planning services when they need them.

DKT WomanCare, DKT Internationals innovative production and distribution arm of sexual and reproductive health products, continues to ensure top-quality contraceptives and safe abortion products are more available, accessible, and affordable in over 90 countries around the world.

The recent devastation in Ukraine and the inflation of goods and services we are experiencing around the world is extremely disconcerting, as the impact on developing countries is even more severe driving up the prices of necessities. We have already seen the cost of transport and petrol increase and expect this disruption to impact critical access to sexual and reproductive health products around the world, said Jacques-Antoine Martin, Managing Director of DKT WomanCare.

DKT WomanCare will continue to create structural, long-term solutions to systemic challenges, like product financing and donor dependency, by engaging in innovative partnerships and distribution models to put downward pressure on pricing, adds Purdy.

DKT has plans to expand to other markets in the region and is laying the groundwork to respond to a range of challenges facing women of reproductive age in markets like Iraq, Lebanon, Jordan, and Palestine. For example, the Jordan office will initially provide IUDs, condoms, and MVA abortion kits.

Supporting women in choosing a better future for themselves, especially in places where there are social and political conflicts, is what drives our mission, adds Purdy. And we will continue to ensure access to family planning triumphs even amidst differences in culture, economics, politics, gender, and religion.

About DKT International:

Since 1989, DKT Internationals core mission has been to provide safe and affordable options for family planning and HIV prevention through social marketing in 90 underserved countries throughout Latin America, Africa, and Asia. In 2021, DKT generated 54.2 million Couple Years of Protection (CYPs) through the sale of more than 901 million condoms, 111 million cycles of oral contraceptives, 20 million emergency contraceptives, 19 million injectables, 1.9 million implants, 4.7 million IUDs, 5 million medical abortion (MA) combipacks, and 300,000 manual vacuum aspiration (MVA) kits.

Contacts

DKT International

Dara Shlifka

dara@gcomworks.com

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DKT International Helps Maintain Global Access to Family Planning Despite Conflict and Inflation of Goods and Services - - Portada-online.com

How can state and local governments, which are facing a talent crunch due to numerous workplace trends, attract new workers and retain the best of the ones they now have?

When employees leave state and local government jobs, they often cite retirement, advancement at another public employer, and a lack of competitive compensation as the top reasons for leaving, according to their exit interviews.

Likewise, when HR Directors at state and local governments were asked about the competitiveness of their compensation and benefits packages, 92% say that the benefits package is competitive, yet just 60% say that the compensation offering is competitive, according to the same report.

Today, major generational shifts are happening that immediately impact government agencies. With Baby Boomers retiring, there is a major loss of institutional knowledge within many agencies; and Millennials currently make up just 27% of the public workforce. Clearly, public employers need to make investments in talent attraction and retention now.

With the ongoing labor shortage driving up compensation, it is unlikely that public sector employers are going to be able to compete for talent on compensation alone. This means that state and local government employers need to get more creative in order to attract new recruits and retain existing employees. Here are several examples of what the most innovative public employers are doing:

Public employers should outline what they want to be known for in the marketplace. For example, do you want your agency to be known as one that highlights employees work/life balance or focuses on the jobs purpose and impact? Do you want a workplace that can be depended on to promote veterans transitions or the re-entry of mothers? Or, do you want to offer strong career advancement and development and stability and security?

To start the process, the hiring professionals within these agencies should ask their long-time, most productive employees why they stay. Then, analyze the employee experience through the lens of a productive, engaging, and enjoyable work experience. Next, understand the experience your competitors are offering, and engage in a social marketing strategy through story-telling to communicate your agencys unique value proposition. Indeed, public sector candidates interact with prospective employers an average of 7.4 months prior to being hired.

For example, the state of Indiana used social channels on LinkedIn page to triple the level of prospective candidates awareness of available positions, according to LinkedIn.

Remember to highlight purpose and meaning in your social narrative. For a public service job to allow an employee to contribute to something larger than oneself is a big reason why employees choose their jobs and stay with their employer across generations. Because serving the public needs is the mission of the local and state government, highlighting purpose is a logical first action to take to attract and retain employees.

To compete with private sector, government agencies should consider these innovative ways to increase the value of employment:

The use of employee and employer feedback is an often underused tactic to help retain key employees. Some of the ways the public sector employers can retain their most valuable employees by leveraging feedback, include:

Conduct stay interviews In todays competitive labor market, employers more than ever need to keep an eye on how employees, especially high performers, are feeling. Stay interviews, which help managers understand why employees stay and what might cause them to leave, are a mechanism for doing so.

During these less-than-30-minute conversations, managers ask standard, structured questions in a casual manner. Asking certain questions can help employers understand what are the specific aspects of each employees role and workplace that keep them engaged, what are each employees career and life goals, and how the manager can support each person in achieving them. Further, these interview may shed light on what factors might tempt certain employees to leave.

Upskill existing employees by investing in digital professional development One of the top factors of employee retention is the availability of learning opportunities. With many options of online learning platforms available to employers, its relatively easy for employers to invest in upskilling and offer a plethora of options for skills development for their employees. For example, the state of Missouri improved employee satisfaction by 54% by investing in LinkedIn Learning for its employees.

Promote and hire by valuing power skills over technical skills To meet the agility demands of knowledge workers today, power skills, such as self-awareness, and understanding power dynamics, collaboration, leadership, communication, and cultural competency, are often the unspoken requirements for high-performance team culture.

These skills are critically important for todays employees, from Millennials to Gen X to Baby Boomers, and any who rate purpose and meaningful work as top factors when considering a job at a government agency or public sector employer.

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Innovations for local and state governments to attract and retain workers - Thomson Reuters