Mediaboss Marketing

What started out as a football-wide boycott of social media this weekend, in protest at the racial abuse players and staff are regularly subjected to on platforms like Twitter, Facebook and Instagram, has quickly gained momentum over the past few days.

Other sports, notably rugby union, tennis and cricket, have come on board to show their support and, gradually, brands are getting involved as well, including many with strong footballing connections like Nike, Adidas, Puma, Barclays and Cazoo.

The boycott, which begins at 3pm today and will last until 11.59pm on Monday (3 May) was announced earlier this month. Kick It Out, which campaigns for greater equality and inclusion within football, was one of the organisers of the blackout, alongside the FA, Football League and various media partners, notably Sky and BT Sport, in calling on social media companies to do more to tackle racist abuse and online discrimination.

Cazoo, which signed deals with Premier League clubs Everton and Aston Villa last year, was among the first batch of big-name brands to confirm they would be shutting down their social media accounts this weekend.

Talking to Marketing Week, Cazoo founder and CEO Alex Chesterman says: We strongly condemn the abuse that has been growing on these platforms and are happy to put our money where our mouth is to do the right thing whenever possible.

Businesses have a responsibility to the wider community and society as a whole.

Showing solidarity with its partners has meant some disruption to plans however, with the May Day bank holiday usually a busy time for brands on social, and even more so this year given the recent liftings of Covid restrictions.

This weekend sees something of a Cazoo derby, with Everton and Villa facing off on Saturday night. Chesterman says the company had a number of plans for its social platforms around the game, but is happy to sacrifice these for such an important cause.

While Chesterman wouldnt be drawn on whether more brands should be backing the boycott, he did stress that businesses have a responsibility to the wider community and society as a whole, and where and when possible should try to do their part for the greater interest.

Other brands to join the boycott include Cadbury, which confirmed its intention to pause social, with a post saying We believe racist behaviour of any form is unacceptable and therefore, in solidarity with our football partners and the wider football community, our social media platforms will be silent.

Meanwhile, Adidas posted its support this morning. We stand in solidarity with the football community. More must be done to prevent racist, discriminatory, and threatening abuse online.

The brand added that it has halted paid advertising across its UK social platforms and will be instead donating the money it would have spent and will redirect the funds to expand our support for the Stephen Lawrence Day Foundation.

Rival footwear brand Puma issued a series of tweets stating its support of the action, including one directed at Instagram, Twitter and Facebook, calling on them to take on responsibility to do more to stop abuse.

The Guardians sports desk joined a growing list of sports media brands joining the boycott. We generally arent in favour of boycotts or blackouts and believe news and robust comment are essential, Guardian News and Medias head of sport Will Woodward explained in a statement. But the relentless abuse must stop. Its important to take a stand.

Manchester United highlighted the extent of the problem, after its research revealed a 350% increase in abuse of its players, with 86% of these posts being of a racist nature, and 8% homophobic or transphobic.

The club, which has 25.2 million followers on Twitter and 40.2 million on Instagram, analysed online activity from September 2019 to February 2021, filtering through abusive posts directed at its players.

Fans of the team were also subject to similar insulting posts, 43% of which were racist, 7% homophobic or transphobic.

The Manchester United report stops short of demanding social media companies be more accountable, but Kick It Out chair Sanjay Bhandari says that such platforms have become a regular vessel for toxic abuse and that the boycott is a symbolic gesture to those with power. We need you to act. We need you to create change, he adds.

A decent chunk of social media will go quiet over the next few days, taking away much of the joy of watching sports for fans that are still unable to attend games in person.

However, the power of such a large-scale protest, not just against the repugnant behaviour of some social users but, crucially, the platforms that continue, indirectly or otherwise, to facilitate it, cant be denied.

As yet, none of the big tech social platforms have made any public acknowledgement of the boycott. How, or perhaps more pointedly if, they react to this weekends blackout remains very much to be seen.

Link:
Brands join football's boycott to protest 'toxic abuse' on social - Marketing Week

Content audits are a valuable process to help you identify weaknesses and opportunities in your existing library of content assets and your overall content strategy.

For example, a content audit can help you identify content assets that can be improved or repurposed. Conducting content audits also allows you to keep track of your content and relevant content analytics over time and plan and organize your content strategy more effectively.

Following key steps and best practices streamlines the content audit process, making it more efficient while also providing you with clear, actionable insights to inform your content strategy.

A content audit is a process for identifying, organizing, and analyzing your website content. Content audits are used to determine if your content is meeting your business objectives and discover opportunities to leverage content to meet your goals.

A content audit isnt the same as a content inventory, although a content inventory is a crucial step in the content audit process. While a content inventory documents all your existing content assets, a content audit takes it further to uncover content gaps and opportunities for improvement. A content audit helps you plan your content strategy.

A content audit is a strategic process for identifying and evaluating your website content. It involves analyzing your content to identify gaps and opportunities to drive your content and SEO strategy.

There are several reasons to conduct a content audit. You might want to determine if your content is aligned with your audiences needs, for instance. You can also conduct a content audit to eliminate wasteful spending and fine-tune your content marketing or SEO strategy. A content audit also is a good way to identify content assets that you can improve or repurpose to get more traction from your previous efforts.

Through a content audit, you can create an organized view of your content and related content and SEO analytics to monitor your results and track your overall effectiveness or the effectiveness of distinct content assets. A content audit helps you establish a baseline so that you can make continuous improvements to your content marketing or SEO content strategy over time and measure the impact.

Content audits are generally categorized in one of two ways: by the extensiveness of the audit or based on your goals.

A full content audit is the process of taking a complete content asset inventory, organizing your content assets, and analyzing all types of content on your website.

A partial content audit typically focuses on organizing and analyzing a specific type of content, such as blog content, social media content, or content related to a specific niche or topic. A partial content audit may also focus on content created or published during a specific time period, such as in the last six months or in a calendar year.

A content sample organizes and analyzes a selection of example content rather than your full content asset library. This type of content audit can include example assets across all categories and types or, similar to a partial content audit, can focus on a subset of content. The key difference between a partial content audit and a content sample is that even if its focused on a subset of content, only a selection of example assets is evaluated.

Its meant as a less-intensive content audit that can provide some insights into the performance of your content strategy as a whole. If a content sample audit identifies shortcomings, you might progress to a full content audit for more detailed insights.

Content audits can also be described based on your goals. In this case, there are two primary types of content audits: content marketing audits and SEO content audits.

A content marketing audit involves cataloging all existing content assets and related data such as content type, location, word count, page visits, the time visitors spend on-page reading each asset, and social media engagement metrics. This type of audit helps you identify the topics that resonate with your audience so you can dedicate more resources to creating additional assets targeting these preferences.

Screenshot via Alexa

For instance, if your content marketing audit reveals that your audience spends more time reading long-form blog posts than other types of content, you can identify topics that you havent covered in this format and create new assets in the format your audience engages with most.

If your niche is marketing and your audit reveals that content focused on Instagram marketing gets more engagement than other topics, you can allocate resources to creating additional assets focused on Instagram.

You can also allocate resources to improving your existing content assets based on the results of your content marketing audit. For example, if you find that your audience spends more time reading long-form blog posts, you can identify related short-form blog posts that can be combined to create long-form assets or expand your short-form content to create long-form content that provides more value to your audience.

In short, a content marketing audit helps you determine what content topics, types, and lengths your audience engage with most to inform future content efforts. These insights can be combined to fine-tune your content marketing strategy.

Building on the Instagram example above, you might discover that your audience engages with Instagram marketing-related content more than other topics, but they also prefer long-form blog content over short-form posts and more technical content such as white papers. In this case, you can focus on creating more long-form content on Instagram marketing to cater precisely to your audiences preferences.

An SEO content audit involves cataloging not only your content assets but their associated keywords, where each post ranks in the search engine results pages (SERPs) for target keywords, backlinks, bounce rate, time spent on page, traffic sources, conversions, and other SEO metrics.

There are dozens of metrics you could gather and monitor for an SEO content audit, so the set of metrics you focus on may vary depending on your specific goals. For instance, if youre aiming to build backlinks, you might primarily focus on metrics like traffic sources and existing backlinks.

An SEO content audit helps you determine where to make changes to improve rankings for target keywords. Your audit may reveal that youre not ranking in the first five pages of the SERPs for one of your brands primary target keywords, allowing you to identify content gaps and allocate resources to creating new assets (or improving existing assets) to better target those target keywords.

If your audit reveals that you have existing assets targeting those keywords but those assets have few backlinks, you might decide to improve those existing assets and conduct an outreach campaign to build more backlinks to those content assets.

In some cases, you might find that a certain type of content asset ranks better than other content types, so you can repurpose existing content or create new assets in that format to improve your brands visibility in the SERPs.

For the purposes of an initial SEO content audit, its helpful to gather as much data as you can, as your goals may change over time. While building backlinks might be your main focus today, next year you might be focusing on improving conversions. Youll thank yourself later for taking the time to document all the essential SEO metrics about your content assets so you can compare your data against this comprehensive baseline in the future.

There are several steps involved in conducting a content audit. While some of these steps are time-consuming, conducting a content audit isnt difficult when youre armed with the right tools.

The first step in conducting a content audit is to catalog your existing content assets by locating and documenting every piece of content. Basically, youre creating an inventory of your content. Gathering this information in a spreadsheet is one of the most commonly used methods, and a spreadsheet can prove useful later in the process as well.

If you dont want to reinvent the wheel, there are content audit templates you can use or customize to facilitate the cataloging process. There are also a number of tools that can help you find URLs for all your content quickly. These tools, such as Screaming Frog and URL Profiler, are especially useful if you have many assets to catalog.

Now that you have a list of content assets and their associated URLs, its time to start documenting other important data about each asset. If youre conducting a content marketing audit, youll want to document information such as:

If youre conducting an SEO content audit, youll probably want to include all the details outlined above as well as additional metrics such as:

Given the number of data points you can potentially gather for each content asset, its easy to see why this is often the most time-consuming step in the process. While the data points you collect depend on the goals of your audit, as mentioned above, the more data you collect now, the more comprehensive your baseline to monitor your progress over time.

If youre using a spreadsheet to gather your data, consider adding columns to document your decisions about each asset (such as whether to keep, discard, or update each asset), set dates to revisit an asset, or designate a team member responsible for taking the next action for each asset.

Youre armed with loads of data about every one of your content assets, and now comes the fun part: analyzing your content. At this stage, you want to assess the data for each asset and compare your assets to derive some insights you can act on.

Determine whether you want to keep, update, improve, expand, or discard each asset. You can create a column for this status in your spreadsheet with a drop-down menu to select a designation.

Consider discarding content assets focused on topics that arent central to your business and arent getting much engagement or converting. Data-focused assets that are a few years old or otherwise may contain outdated data should be designated for an update, while assets that focus on topics central to your business but arent ranking for your target keywords should be designated for expansion or improvement.

Decide what assets can be repurposed into different formats. For instance, if you have a long-form post that contains many statistics and data points, you can repurpose that content as an infographic.

You can also designate assets to combine, such as multiple shorter assets related to a central topic that you can combine to create a single larger asset. One thing to consider is combining multiple assets that target the same focus keyword into a single, comprehensive asset, which can be more likely to rank for your focus keyword compared to several less-valuable assets that target the same term.

If you have a set of assets focused on various aspects of a broader central topic, you have whats known as a topic cluster. Designate those assets for improvement and make a note to ensure that those assets all link to each other. If you have many such cases, you might want to consider creating a specific designation for interlinking topic clusters in your spreadsheet. Its also helpful to have a column to note which topic cluster each asset belongs to if you have multiple clusters.

In this step, youll also want to identify information gaps in your content. It may be helpful to conduct a competitive analysis here to discover any content topics that your competitors are covering (and getting results from, based on the available data) that your existing content doesnt address or doesnt address thoroughly.

Look for top-performing topics that generate significant engagement for your competitors that youre not targeting well with your existing content, and identify assets to improve, expand, or repurpose that can help to fill those gaps. Identifying content gaps will also be helpful in the next step.

After deciding what to do with each asset next, you can take a deeper look at your data to inform your content strategy. If you conducted a competitive analysis to identify content gaps in the last step, you can leverage those insights to develop a plan for building new content assets that fill those gaps.

Youll also want to analyze factors such as what types of content get the most engagement, tend to rank best, or convert more than others. For instance, if you find that your video content gets more social shares and youre looking to enhance your social media visibility, dedicate more resources to producing video content related to your top-performing topics. If your data reveals that long-form assets produce the most conversions, you can combine lower-performing shorter content and repurpose it as a long-form asset.

Want to build more backlinks? Take a look at the types of content that earn the most backlinks. Then identify the topics that tend to resonate most with your audience, and create new content assets on those topics that format. Conduct an outreach campaign to generate more backlinks and amplify your results.

Want to rank higher in the SERPs? Take a look at the content formats that tend to rank better than others. What did you do differently for your top-ranking assets? Research the SERPs for your target keywords and determine what types of content are ranking on the first page. Use these insights to develop a targeted content strategy to improve your SEO.

There are countless ways to evaluate your content audit data to inform your content strategy. Follow the data, research the SERPs, and analyze your competitors to build an effective content strategy that meets your audiences needs while simultaneously meeting your business objectives.

Now that youve determined the next action for every existing content asset and evaluated your data to inform your content strategy, its time to develop a clear plan of action. Prioritize existing content assets or planned topics so that youre focusing on the highest-priority assets and topics first. To do this, you might add a column to your spreadsheet to designate a priority status for each asset or planned topic.

Once youve determined the priority level for each asset and planned topic, create a timeline and assign team members to each task. You can add columns to your spreadsheet designating the team member responsible for handling each task and another column for due dates.

Set goals for your content strategy and develop a schedule. For instance, you might want to create one new content asset and two repurposed assets each week. Youll also want to task team members with removing your lowest-performing assets and combining or repurposing other content, creating new assets in specific formats that perform best, new assets on higher-performing topics, or new content assets to address information gaps.

Create a plan of action for each asset with defined steps, such as:

While content audits can be time-consuming, there are a variety of tools at your disposal that can help streamline various steps in the process. Spreadsheets are one of the most commonly used tools to document your content assets and related data.

Screenshot via Screaming Frog

If you have multiple team members gathering data, Google Sheets is particularly useful as multiple people can add data to a shared spreadsheet at the same time. There are many spreadsheet templates for content audits that you can use or customize to meet your needs, whether youre using Excel or Google Sheets.

An alternative to the spreadsheet method is to use a complete content audit tool, such as the My Site Audit plugin, which is a good option if you have a WordPress website. There are also tools that can automatically gather all your content URLs, such as Screaming Frog and URL Profiler.

Youll also want to leverage a website or content analytics tool such as Google Analytics or Semrush for on-page and on-site data such as bounce rate, time spent on page. If you have goals configured in your Google Analytics account, you can even use it for conversion data. SEO analytics tools are helpful for gathering data on search rankings and backlink analysis.

Third-party SEO scoring tools, such as the Rank Math WordPress plugin, provide a third-party SEO score to aid your content analysis. These types of scoring tools are useful if youre focused on the SEO value of your content and want an objective, quantifiable method for assessing and comparing the SEO value of your content assets.

Finally, social media analytics tools provide useful insights such as engagement, social shares, and comments. Many leading social media platforms offer built-in analytics tools for business accounts, and there also are many third-party social media analytics tools that offer analytics across multiple social networks.

There are many free content audit templates available. Often, these are customizable spreadsheet templates that you can modify to suit your needs by adding or removing columns to reflect the data that you need to focus on.

We've created an easy-to-use content audit template to help you get started:

If you want to create your own content audit template, heres a more comprehensive list of columns you might want to include:

For an SEO content audit, you might also want to include the following columns:

Content audits involve collecting and analyzing data about your content assets. It can be a time-consuming process, depending on the tools you leverage at each step in the process, but its not difficult when you follow the steps outlined above.

A content audit can help you make continuous improvements to your content, stay ahead of the competition, increase engagement, and rank higher in the SERPs for your target keywords. Content audits are a powerful tool for fine-tuning your content marketing and SEO strategies for better results.

Read this article:
How to Conduct a Content Audit and Why You Should - G2

Scenes from the Serengeti captivate young guests in the California Academy of Sciences African Hall, also home to a colony of African penguins.Gayle Laird 2020 California Academy of Sciences

This article originally appeared in the May/June 2021 issue of Museum magazine,a benefit of AAMmembership.

The California Academy of Sciences focused on digital fundraising in the age of COVID-19.

The pandemics impact on the museum field has been far-reaching and deeply felt, with the long-term outlook still unknown. For fundraising professionals like me, who are dedicated to cultivating and maintaining financial support for the important work of museums and cultural institutions, 2020 presented a new set of challengeshow do we sustain our operations and stay solvent when were unable to welcome visitors through our doors? As museums suddenly faced enormous staffing and fiscal challenges, all eyes turned toward museum development teams to keep museums financially stable during this tumultuous time.

The California Academy of Sciences, founded in 1853, is a large, place-based science museum and research institution. Were an aquarium, planetarium, rainforest, and natural history museum in the heart of San Franciscos Golden Gate Park and a leading voice for biodiversity research, exploration, and environmental learning. Pre-pandemic, we had nearly 600 employees, 1.35 million annual visitors, and an annual budget of almost $70 million

Approximately one-third of our annual revenue comes directly from admission tickets, so our temporary closure in March 2020 suddenly depleted a significant source of operating income.

In the early months of the pandemic, the Academy had to make some extraordinarily difficult decisions to stay solvent, including significant budget and staffing cuts along with a draw from our endowment. At the same time, the development team was asked to rise to the challenge and determine how we would still meet our annual fundraising goals and maintain donor relationships during closureall without face-to-face donor meetings, galas and donor events, museum tours, and other special programming critical to the flourishing of development programs.

The pandemic compelled us to fast-track the adoption of new technology solutionsresources that would help us raise urgent funds in the near term and a platform that would allow us to be flexible and nimble with future fundraising.

When implementing any new technology or platform, it is critical to partner with colleagues on decision-making. First, we took a closer look at alternative approaches to reaching our donors online while meeting our bottom line. Key staff from the development team determined we would need three essential, cost-effective tools to do our work: a dynamic, easy-to-use platform for online fundraising campaigns; a compelling way to manage and host our virtual events; and an instrument to allow for peer-to-peer fundraising. We explored our options, identified a few possibilities that would meet our needs, and consulted a broad cross-section of museum stakeholders and functional expertise to make our final decisions.

It was essential to bring together internal development partners from donor events, individual giving, donor communications, and wider museum partners from marketing, creative, museum communications, accounting/finance, web, and IT departments to build consensus in adopting a new digital platform to successfully move forward, says Kristina C. Kaiser, leader of the Academys Development Information Services team, who focuses on fundraising data and systems to optimize tools the fundraising team uses to drive contributed revenue. Launching new systems is all hands on deck. There is a bit of wrangling to make sure everyone has input prior to launching.

The development team focused on whether the platform would meet the needs of fundraising campaigns; the quality of data collection; and the functionality of getting information back into our CRM database, which is the technology for managing an organizations relationships and interactions with members, donors, guests, and other community members. We also needed to assess if the platform integrated into the Academys native web environment and could match the Academys visual look and feel. The ease of use from the donor perspective was another primary criterion.

We ultimately moved forward with two new platforms that checked nearly every box with both the back and front ends for multichannel fundraising: Classy, which is a third-party fundraising platform used by several peer cultural institutions, and the now-ubiquitous Zoom for our fundraising events. These two new platforms, in combination with our existing web, social, and email tools, were part of our resiliency-in-fundraising coterie.

With technology platforms procured, we moved to the implementation phase. In the wake of our closure, we immediately needed to raise funds. The Academy Relief Fund (now the Academy Resilience Fund) was one of our first campaigns. It focused on critical funding needs: care and feeding of our animal residents; support for our scientific research; and the creation of new, virtual-learning resources to support teachers and provide equitable access to science learning for students

Importantly, we were also transparent with our community, estimating and communicating our anticipated budget shortfall. Using email, our website, and social media, we created an awareness campaign, and our donor community enthusiastically responded: How can I not donate when your streaming of the penguin feeding is such a bright spot in my shelter-in-place day! and Thank you for bringing the joy of nature and learning to so many people! were some donor comments to this campaign.

We closed just five weeks before our annual in-person Big Bang gala fundraiser, so we had to quickly pivot to a virtual format. We chose to keep the event on the same night, leaving little time to condense a six-hour event into one. We chose Zooms webinar functionality, prioritizing the ease of use for donors, the simple registration process (and ability to collect useful data like names, emails, and addresses), and features enabling interaction with viewers via chat, Q&A, and live polling.

We also opened the event to the public to engage the broader community in the Academys ongoing work during the pandemic, which increased attendance by 500 percent. We asked participants to give via a crowdfunding campaign that we highlighted throughout the live program, with the results displayed on a progress thermometer.

Another campaign involved a cross-museum partnership with our in-house social media team to help launch a successful Facebook fundraising campaign, an atypical audience for our outbound fundraising efforts. We kept the messaging clear and simple: help support the feeding and behavioral care programs for our African penguins. With compelling content and beautiful photography, the (originally planned) weeklong campaign met its goal in just one day, reflecting the popularity of our penguin colony with visitors and supporters alike. We quickly decided to double our goal, which we reached two days later.

This was a novel approachwe had not made a big ask like this of our social community before, says Laurel Allen, senior digital engagement and community manager at the Academy. She offers this advice: make the need relatable and specific. For example, we broke down the cost of what we were asking them to donate to: $100 will help feed a penguin for a month.

Critical to all fundraising is reflection, analysis, and evaluation of a campaigns successes and opportunities. With the investment of time and resources in new digital fundraising platforms, determining ROI was important to better understand their effectiveness compared to our typical solicitation channels. We looked at a number of metrics to gauge how and if we did things right.

A whole suite of metrics are used to help determine the success of a digital fundraising campaignincluding email open rates, website traffic, number of donors, dollars raised, average donation amount, and more, says Emily Denning Todd, the Academys senior manager of digital fundraising. These metrics help determine what areas of the campaign worked well and what areas need evaluation. The most exciting metric is, of course, the amount of funds raised; however, it is important to look at the campaigns success as a whole to better understand what resonates well with your audience.

Source codes allowed us to easily track what email, website, and social media links donors are clicking on. This has helped us refine strategies and messaging and allowed very specific tracking of campaign solicitations, Kaiser says.

Its also vital to listen to your audience, in this case donors. From a strategy perspective, being hyper aware of whats happening culturally can help you run a successful fundraising campaign, says Allen. Everyone is being hit so hard with information and content, so its important to understand what your supporters are feeling and whats going on in the world so you can appropriately craft your message.

We discovered several new, effective ways to connect with our donors via new-to-us digital platforms. We raised critical funds to maintain our museum operations and prepare for when well be able to reopen.

Virginia Tusher, Ph.D., a longtime Academy supporter and trustee, wants the Academy to continue its digital campaigns. These tools made things simpler, she says. The specificity, ease, and small gift asks were very well received, especially for people who already have a connection with the museum. And now that people have done it, theyll support us online again.

These newly adopted tools and resources will be instrumental in our fundraising efforts and strategies moving forward. Their flexibility will allow us to make adjustments based on what we learned.

Kaiser sums it up best: During these difficult times, creating engaging digital fundraising opportunities is extremely importantdont be afraid to be direct with your audiences on budget challenges you are facing. Strategic messaging coupled with segmenting your audiences and user-friendly systems for both donors and staff will allow your revenue to grow.

Partnerships are key.Bringing together all stakeholders early on helped secure buy-in for digital fundraising and simplified our timelines and implementation process.

Research your options. The many products on the market can feel overwhelming. Make a list of your digital fundraising priorities, and do the research to find the solutions that best suit your needs.

Systems compatibility will save time and energy in the long run. Find a product that will talk to your back-end systems, such as your donor database, email marketing software, and credit card processing network.

Use fewer words and more photos in your digital campaign. To make your story come alive, use beautiful, mission-driven imagery, which can create a lasting impression and inspire more supporters to click and donate.

Flexible digital platforms can save money. While we havent found a one-size-fits-all digital fundraising platform, there are many options available on the market that will likely meet most of your needs. A platform with various optionssuch as peer-to-peer fundraising, crowdfunding, and virtual event ticketingcan provide flexibility and save money.

Your supporters are your ambassadors. Donors to your museum are loyal to your organizationand can become your best fundraisers. Asking donors to fundraise on your behalf with a peer-to-peer digital fundraising tool can be a great way to deepen their connection to your mission.

Social media can boost your message. Outreach to supporters via our museums social media channels was key to the success of several of our fundraising campaigns. Many people donated through social media but with a smaller average gift amount than with some of our other channels.

Focus on what resonates with supporters. We know our supporters love our animals, so we leaned into this by asking donors to support our animal care and enrichment programsand they enthusiastically responded.

To learn more about the Academys digital fundraising, please visit calacademy.org/support-the-academy.

Jared S. Scherer is the director of donor events & communications at the California Academy of Sciences in San Francisco. Any comments or questions: jscherer@calacademy.org.

Visit link:
Online and the Bottom Line American Alliance of Museums - aam-us.org

What is social marketing? Social marketing is a form of marketing, which seeks to create community within the user community. The term community is used broadly to refer to people or groups who share the same interests. The focus of this type of marketing is increasing the visibility and relevance of the users within the user community. It also attempts to establish and build trust in the users.

The primary aim of social marketing is to achieve "social good." This is achieved by providing an experience which encourages the user to engage with the product or service. Traditional commercial advertising aims are mainly financial, although they can also have positive social impacts as well. In the case of public health, social media would promote general wellbeing, increase awareness about diseases and motivate individuals to take control of their life. Below we look at four PSH goals for an individual or company social media campaign.

The first of the four Ps for what is social marketing is to define and create a memorable symbol or brand. The purpose of creating a brand is to associate the product with a specific experience. This creates a bond between the user and the product, in a way that is non-obtrusive but powerful. Branding helps establish and support a positive reputation. For example, a video posted on YouTube can quickly gain more than a million views, driving the company exposure and helping create a positive reputation and influence.

The second of the four Ps for what is social marketing is to engage users. This requires that your marketing campaign and your target audience have become real, as opposed to an abstract concept. For instance, the use of a graphic image in a tweet may not be appreciated by everyone, but it can convey the desired message to those who do. A video may not be suitable for all types of internet users, but a well-designed commercial can be made to cater to any demographic.

The third of the four Ps for what is social marketing campaigns is to be consistent in the message you deliver. In other words, if the target audience already understands what is expected of them, then it is unnecessary to provide additional information or detail. Likewise, if your product or service is not valuable to the audience, then providing this information will have little benefit. Therefore, sticking to the same old thing and repeating it will help establish a better reputation.

The fourth of the four Ps for what is social marketing campaigns is to ensure that what is being offered is of value to the audience. In other words, customers want to know that they are getting something of real worth. Therefore, a great promotional method is to offer a product or service that solves a problem and thereby leaves the audience with a real good reason to buy or use the product or service. For example, a promotional campaign to raise money for a local cancer research center could feature a family doing a car wash for a benefit, which would provide much needed financial incentive for the audience.

The fifth of the four Ps for what is social marketing campaigns is to know the audience and what works for them. In other words, if an established marketing strategy is not working, then simply change it to incorporate social media marketing. There are many tools and platforms available to test and tweak anything you are doing online. In fact, even if a social media marketing campaign is not immediately effective, it can be used to improve the site's popularity, which will lead to more audience visitors and more positive reviews.

Lastly, remember to reward customers who contribute to the success of a social marketing campaign. This can be done through various forms of payment including PayPal and Google Checkout. Also, consider adding a donation button to the site or donate information form, which allows viewers to leave their contact information. The more useful the donation bins and donation page became, the more likely that viewers will be motivated to contribute to your cause.

Read more here:
5 Great Tips For What Is Social Marketing And How You Can Master It - Global Banking And Finance Review

Order Management Plus is a Bangalore-based company that offers a single, unified platform for inventory and warehouse management, marketplace integration, insight reports and accounts management for eCommerce brands

Team Pumpkin has been assigned the social media and performance marketing mandate for technology solution platform, Order Management Plus. They will be involved in the planning and execution of all outward media communication and take responsibility for online marketing and advertising programs for the brand.

Order Management Plus is a Bangalore-based company that offers a single, unified platform for inventory and warehouse management, marketplace integration, insight reports and accounts management for eCommerce brands. Their online solution, Omplus gives retailers things they need to start, manage and grow their business online.

Team Pumpkin has had continued and consistent success in helping enterprises devise the right communication and marketing strategies across different industriesespecially in the technology and eCommerce spaces. We look forward to seeing what we can achieve through this partnership, CEO, Order Management Plus, said on the association with the agency.

The Omplus solution makes expansion to e-tail easier and more accessible. Were sure this technology will have a positive impact on several businesses and are excited to begin amplification across all platforms. We have differentiated performance strategies in place for LinkedIn, Google, and other far-reaching networks in order to boost brand awareness and help facilitate their growth journey, Nirav Lalan, COO, Team Pumpkin, stated.

Founded in 2012, Team Pumpkin is an integrated marketing and PR agency with a digital-first approach. The agency provides digital marketing services that are not limited to digital strategy consulting, search engine optimisation, social media management, mobile app development, web development, content marketing, PR among others. The companys client portfolio includes brands like Tata Steel, ITC Foods, MamyPoko Pants, Prega News, Columbia Asia Hospitals, Paytm Money, Mahindra First Choice Services, Cricbuzz, Pathkind Labs and Network18 among others.

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Team Pumpkin wins social media and performance marketing mandate of Order Management Plus - The Financial Express