Mediaboss Marketing

With the Stories format slowly gaining traction on Facebook, The Social Network looks to be experimenting with a new option that could increase Stories views -and potentially make them a more interesting proposition for the olderFacebook audience.

According to a new discovery by reverse engineering expert Jane Manchun Wong, Facebook is testing a new option that would enable users to keep their Facebook Stories active for up to three days, as opposed to the current 24-hour expiry.

That's a significant jump, which also somewhat changes the core concept of the format - but as noted, maybe it will appeal to Facebook's audience, which is older, on average, than other platforms, and therefore less familiar with the Stories process.

That's really the key to Facebook seeing increased Stories use. It's been trying for years to push Facebook Stories, in the hopes that it will gain traction the way that it has on Instagram, but thus far those efforts have largely fallen short of expectation. Sure, 500 million Facebook users now engage with Stories every day, but with 1.66 billion total daily actives in the app, that's, comparatively, not that much (for measure, half of Instagram's billion users engage with Instagram Stories daily).

The Stories format in general, however, is growing, and Facebook sees it as the future of social sharing. The Social Network has repeatedly noted that Stories are on track to overtake posts in the news feed as the most common way that people share across all social apps (if they haven't already), and given this, Facebook is keen to migrate more users across to Stories to better position itself for the next shift.

That, in Facebook's case, means getting older users accustomed to, and interested in, posting Stories, which they haven't shown any significant leaning for at this stage. But maybe, if Stories lasted longer, that would be more appealing - maybe if their Stories were available at the top of the feed for longer, and therefore more of their friends engaged with them, that would inspire more older users to adopt the process.

As noted, it does seem to go against the ethos that Stories was founded upon, and gained traction around. But if it works, and if Facebook can pull a few more users in, and boost those engagement stats. It makes sense that they'd at least try it.

From a marketing perspective, it seems like a risky proposition, potentially pushing too hard by leaving your promotional messages littered atop your followers' feeds for three days at a time. But maybe it could provide more opportunity for limited time offers - maybe you could post a special deal for your followers that has to be redeemed within three days, by showing a specific Stories frame in store.

Facebook hasn't provided any info on the test, but going on Wong's past discoveries, I'd give it a month before we hear official word on this.

Read the original post:
Facebook Is Testing Longer-Lasting Stories, With an Option to Keep Stories Active for 3 Days - Social Media Today

BUSINESSES and volunteers across Northern Ireland are working hard to support vulnerable members of their local communities.

With all non-essential businesses and services either closed or being operated from peoples homes, many companies are facing tough times.

But rather than dwell on difficulties, entrepreneurs are putting their resources and skills to use to help healthcare workers.

Clara Maybin, from Omagh, has her own business, So Social Marketing, running firms social media pages. Now shes turned her organisational skills to coordinating a massive effort to sew scrubs for nurses, doctors and carers.

She has more than 4,000 volunteers across Northern Ireland, mostly people self-isolating with their home sewing machines, making the vital clothing.

Its incredible how this has snowballed. A relative who works on a Covid-19 ward said she was running out of clean scrubs, so I put out an appeal on social media. I got loads of responses from people offering to sew, she says.

"I set up a Facebook page called NI Scrubs Group and was inundated. The following day I had 2,000 volunteers and it's grown from there.

"I've put a scrubs pattern on the page for people to follow and there's a separate fundraising page which has helped us bulk-buy the polycotton needed.

"It's grown so big that we now have sub-groups across the province. As well as supporting our vital NHS staff, I think it's helped the mental wellbeing of people self-isolating by giving them something to do.

"People drop off the scrubs to my house and I sort them and coordinate the orders from frontline staff. They're washed and left in clean packages at my front door for doctors and nurses to collect."

Pilates instructor Neil Healey, from south Belfast, saw his income fall away overnight after the venues where he normally held his classes, such as the Crescent Art Centre and St Ann's Cathedral, were closed.

"I knew I had to come up with a solution fast, so I started running online classes on Zoom. I was dubious as first because pilates is quite hands-on, but actually it's been really good," he says.

"I have an average of eight to 10 people per class already and in the most popular one there's about 30. I even have a former client who now lives in Holland tuning in."

Neil's wife is a nurse at the Ulster Hospital, so he decided to open his classes up to NHS staff - and supermarket workers - for free. They can be found via his website (www.neilpilates.com) and through downloading the free app NeilPilates.

"NHS staff are just incredible people. I want to support them any way I can. I also wanted to support shop workers because they're the unsung heroes keeping our shelves stocked and the registers manned so we can still buy food," he says.

Some firms have been able to use their manufacturing capacity to produce equipment for hospitals and healthcare workers.

Magherafelt-based Bloc Blinds started making the face shields that form a vital part of personal protective equipment (PPE).

After designing a prototype, the production line was repurposed to manufacture around 22,000 face shields per day. Mid Ulster District Council supports the initiative by providing Meadowbank Sports Arena as a space to work.

Bloc Blinds managing director Cormac Diamond says: "I have been blown away by the support of the Bloc Blinds staff since repurposing our business.

"This is a not-for-profit venture. We recognise both the level of demand and critical need for PPE face shields and would love to be able to help everyone. Our aim is to support as many frontline workers as we possibly can in the fight against Covid-19."

Landlords have also been doing their bit by letting out rooms for free, or at reduced rates, to NHS staff who don't want to risk taking the infection home to their families.

Stephen Love runs Love Rooms and has several properties in south and east Belfast. He has just let two newly refurbished rooms to nurses from the Mater Hospital free of charge.

"Honestly, it's the least I can do, Frontline NHS staff deserve a medal. This is just my small way of trying to support them and saying thank you," he explains.

"It's an awful position to be in, doing such a high-risk job and not wanting to risk going home to your loved ones.

"They must be missing their families and their homes so much, so I've tried to make the rooms as cosy and welcoming as possible.

"If any other NHS workers want help finding a place to stay, they can email me at info@loverooms.co.uk and I'll do what I can to help them find something."

Belfast Telegraph

View original post here:
'NHS staff are simply incredible and we want to support them in any way we can' - Belfast Telegraph

To showcase the personalities of the people behind the media and marketing sector, The Drum speaks to individuals who are bringing something a little different to the industry and talks to them about what insights and life experience they can offer the rest of us. This week's 10 Questions are put to Guillermo Vega, chief creative officer at Saatchi & Saatchi London.

What was your first-ever job?

I was a waiter. My father owned a restaurant when I was a kid and I was considered 'cheap labour'.

Which industry buzzword annoys you most?

1+1=3. No Its logically impossible and makes no sense. Its lazy and inaccurate.

Who do you find most interesting to follow on social media?

World Surf League (WSL). Surf and waves. Always fun to watch that stuff. A ride on a wave is the perfect length for the attention span on social media.

Highlight of your career (so far?)

Rhianna told me that I have a beautiful accent.

What piece of tech can you not live without?

Internet connection. Especially nowadays.

Who or what did you have posters of on your bedroom wall as a teenager?

A lot of movie posters. I had the 2001 movie poster. Some photos of cars I liked back then.

In advertising, what needs to change soon?

Maybe the complaints about the industry. Things are always changing. Its nature.

What is (in your opinion) the greatest film/album/book of your life?

2001 from Stanley Kubrick is an amazing film and I love Orwells book, 1984.

Which industry event can you not afford to miss each year and why?

I dont seem to have that problem. I can miss all the stuff and be quite content.

What's the best piece of advice you have ever been given?

The problem is not the bill, the problem is who is paying it.

Check out more entries into the 10 Questions With... series.

More:
10 questions with... Guillermo Vega, chief creative officer at Saatchi & Saatchi London - The Drum

It took Ben Miller and Spencer LaHaye more than two weeks to finish the action figures. To identify identical body types, positions and stances online. To order them. To receive them. To rip them apart and re-paint them. To replace any trace of an NFL logo with tiny vinyl numbers and UW decals. To match the skin pigments perfectly. To re-glue them. To shoot video and do After Effects for all of them. And, finally, to unveil them to the world.

The final product was 23 personalized video packages one for every football player who signed with Washington on Dec. 18. After each prospects national letter of intent was received, a 13-second video featuring measurables, photos, sound effects and the aforementioned action figures was released on social media. For UW footballs creative department, it was another successful signing day.

And, for Miller (UWs creative director) and LaHaye (assistant creative director), it was all part of the job. Said job also includes designing promotional graphics and animation for UW recruits and social media. It includes all team photography. It includes producing playbook covers and power point slides. It might include redesigning a physical wall or room in the team facility. It occasionally includes creating something as supposedly insignificant as a birthday card for a coachs wife.

At its core, it includes anything Husky coach Jimmy Lake needs on a given day.

Since May of 2018, when I started, theres been however many days until now and theres been that many different situations, LaHaye said. When I walk into work, you never know whats going to happen, and thats one of the best parts of it.

Added Miller: Really, any ask they have, we have to take a hat off and put a new hat on, pull it out of the closet, no matter if we know how to do it or not, and figure it out.

Fortunately for Miller and LaHaye, they dont need to figure it out alone. Their creative team also comprises Chris Mitchell, UWs director of football video production. Miller, LaHaye and Mitchell each have an intern as well. Shelby Newton, the programs coordinator of football marketing, helps distribute and game plan what our calendar looks like and how were going to push content out, according to Miller. UWs director of recruiting, Justin Glenn, also communicates with the creative team about which prospects the program is targeting and how to cater to each recruit.

Oh, and theres one other key contributor.

Thats another unique thing about Washington, too: Coach Lake is super involved with how we get things set up and what he wants to portray, Miller said. He asks for what he wants, and then its hands off and he leaves it to us. But I think our staff does a really good job of communicating and working together to get the product that we need.

Primarily, those products are focused in the recruiting realm. Miller estimates that, during the season, he and LaHaye each produce between 50 and 100 graphics each week to be distributed personally to recruits or on the programs social media accounts. It can take between 20 minutes and two hours to complete each individual graphic.

Miller said that our main job is to serve the recruits, sell our brand, really get across what were trying to sell as far as culture, the experience here, the facilities, what our coaches preach day in and day out, and get that across in the form of graphics, animations however we can do that within the parameters of the NCAA.

OK, so what exactly is UW selling? Miller and LaHaye declined to speak about specific recruiting strategy, but key themes on social media have been easy to identify in recent months. Heading into the NFL combine, the Huskies advertised their extended string of pro success. Theyve produced a series of videos and graphics highlighting the game atmosphere inside Husky Stadium. Theyve promoted the city of Seattle and the state of Washington and the importance of staying home.

This 2021 class is known for having a great in-state haul, so you really hammer home playing at home, 247Sports national recruiting editor Brandon Huffman said. In future years where the class in the state isnt great and youre recruiting a ton of guys from California, you emphasize the California kids that have come up here. You emphasize, This is Husky Stadium. Where kids may think its all rainy all the time, you promote the sunshine.

You have to craft and tinker it to what your target recruiting audience is like, and I think theyve definitely stepped up their game. And you have to.

Everybody has to especially now. Miller who didnt know this job existed when he originally studied graphic design at the University of Tennessee said that even two, three years ago, I feel like the market was so much smaller than it is now. Creative teams are blowing up. Programs are hiring up to 10 people. Its kind of become the name of the game in recruiting. Whos got the best creative products out there to inspire and motivate players to go to these places?

Its been incredible, Huffman added. It used to be that the athletic department had a guy who was in charge of marketing, had a couple people working for him, and they marketed the whole athletic department. They did ticket sales, radio, whatever it is. Now you see schools hiring a full-time graphic designer just for football social media.

Whether its for game-day social media, recruiting social media, or to promote the program in the offseason, youre seeing a huge emphasis on the financial support of a graphic design department.

That emphasis is evident at Washington and it may be more important now than ever. With spring recruiting visits postponed due to the coronavirus crisis, graphics, edits and promotional videos are playing a part to fill the void. Huffman said recruiting departments are kind of in that all-hands-on-deck mode. When you cant bring the kids to your school, youve got to do as much as you can to promote the things you would have promoted when a kids taking an unofficial visit.

Miller, LaHaye and Co. are an instrumental (yet relatively anonymous) part of that process. In a statement, Lake said, We are fortunate to have talented, hard-working people like Ben and Spencer in our program. When asked about his schedule, Miller said that were not working 24/7, but were not far from it.

If youre going to sit still, LaHaye added, then someone is going to run past you really fast.

In the recruiting game, specifically, the race is never over. You must be willing to learn, adapt and paint an occasional action figure.

You just have to stay on your toes, and you have to be super passionate in this industry and love learning and be inspired and motivated to try something new every day, said Miller, who added that the action figures have a permanent home in his office.

Otherwise, youre just going to be another one of the creatives, instead of one of the best out there. Im not saying were the best out there, but I like to think we have the best crew.

Originally posted here:
Welcome inside UW footballs creative department, where the recruiting (and learning) doesnt stop - Seattle Times

Traditionally, industry events and conferences are considered an important opportunity for b-to-b marketers to network with potential prospects and help fill their pipelines. In fact, more than half of b-to-b marketers use in-person events and trade shows to drive lead generation.

Unfortunately, were living in a world in which face to face interactions at conferences are not feasible for the foreseeable future.

COVID-19 has a chokehold on business operations across the nation and is rattling industries to their core. But this is not a time for fear. This is a time for marketers to focus. It is no secret that business development is facing unexpected challenges, but it does not have to be when marketers employ the right approach.

At a time when lead generation feels as though its being challenged, take a one-to-one (or one-to-few) approach. This is otherwise known as an account-based marketing strategy. Focus on engaging with the accounts that have the greatest potential for pipeline and revenue, whether this be through tactics like content syndication or LinkedIn ad engagement.

During a time where there may be a surge in digital engagement, avoid static content and flat copy. Emphasize video conferencing and webinars to support interactive messaging tactics. Create an immersive experience for prospects upon first click. In-person may be a lost cause at the current moment, but engagement doesnt have to be.

COVID-19 is not something we planned for but is a great test of b-to-b marketers resilience and agility in a time of crisis.

Speaking of digital content, with conference cancellations plaguing the industry, marketers need to create an alternative route to win back those lost touchpoints. This will likely require an uptick in digital strategy deployments. Marketers must remain agile and open to pivoting. Your carefully planned event strategy is experiencing upheaval? Dont dwell on itstrategize with sales, and pivot.

B-to-b marketers prepared a ton of collateral for these events. Now is the time to re-evaluate and look to leverage the digital assets to generate real results. Rather than sitting at a booth trying to push their swag, marketers can use their high-quality marketing content to connect with prospects. Odds are youll see even more engagement this way.

Now is the time when effective measurement is pivotal, which brings about a necessary question for b-to-b marketers to ask themselves. As the industry continues on its fast track toward prioritizing virtual experiences, are conferences worth the spend? Do metrics show that they still hold the same relevance as an effective lead generation tactic?

Event cancellations may be happening, but strategic account-based marketing plays can provide the same effect with an even more targeted approach. And the fact of the matter is that many b-to-b event marketing KPIsnumber of qualified sales leads, brand awareness, social press mentions, quality of leads, amount of sales pipeline generatedcan be translated to digital.

This is an unsettling time on a business and personal level for all. Pivot in strategy when you see something is not resonating in the intended way. Know that now will be a critical time for measurement, optimization and adjustment. Allow metrics to be your foresight and the guiding force that will allow you to be a true, strategic arm to not only your sales team but your prospective clients as you help them see their way through this harrowing curveball.

COVID-19 is not something we planned for but is a great test of b-to-b marketers resilience and agility in a time of crisis. Together, we can all work to remain steadfast and keep business development plans on healthy tracks.

Read the rest here:
3 Ways Marketing Strategies Will Need to Shift to Deal With Coronavirus Complications - Adweek