Mediaboss Marketing

DH Vancouver Staff Aug 09, 2017 10:05 am 220

Digital agency 6S Marketing has acquired Vancouver-based social media company Motive Communications, the company announced today.

6S Marketing,a leading digital agency with offices in Vancouver, Toronto, and New York, will now offer broader social media services, as Motives client roster will be transitioning over to the company.

The deal is the beginning of 6S Marketings expansion plan in the social media division across their North American offices.

Were investing in an essential evolution of our services, Chris Breikss, 6S Marketing Co-founder and CEO, said in a statement. Social media and content-centric marketing are core components of a successful digital strategy. This unlocks an incredible opportunity to leverage Motives resources and capabilities to ensure 6S remains at the forefront of the industry.

Sheng Li Digital, 6S MarketingsChinese-language marketing division, is also hoping to grow its social media services withWeChat and Weibo.

Motives founder, Mitchell Fawcett will join the 6S Marketing team as VP Partnerships & Social Strategy.

Fawcetts new leadership role is expected to bring new and vital services to the companyincluding strategy development, content marketing, influencer marketing, community management, paid media, and training, as well as a full range of creative production services.

DH Vancouver Staff

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6S Marketing acquires Vancouver social media agency - Daily Hive (registration)

EXCLUSIVE: What does An Inconvenient Sequel, Fruitvale Station,The Zookeepers Wife, Leonardo DiCapriosdoc Before the Flood, Lion, The Hunting Ground andWhere to Invade Next all have in common? Its Picture Motion, a New York-based company that develops social impact and grassroots marketing campaigns for films. The company was founded in 2012 by Christie Marchese and joined one year later by Wendy Cohen. Both are former marketing executives from Jeff Skolls Participant Media.

Since opening their doors, they have shepherded through the grassroots efforts on scores of films documentaries and features with very specific social impact messages. I feel like I have activist ADD, joked Marchese. Weve done over 80 films now.

Ina Maria, Erin Mayhugh

The idea for Picture Motion started while both worked at Participant. Wendy and I always had this idea of this company and often talked about what our dream company would be. Marchese left Participant and began consulting for independent filmmakers and ended up helping Righteous Pictures with The Last Survivor about the survivors of genocides across the globe and then Web, a story about Peru getting the Internet for the first time.

I love documentary film because it is cinema as investigative journalism, said Marchese. Soon, she began getting more and more projects to work on and then Cohen came and joined. When they first started they had three films to work on: all three were documentary films Its A Girl, Speak and Bully.

Documentarians take note. There are two things that Picture Motion has found that works best in helping to promote these kinds of films (and what they have had great success with). Finding the rightnon-profit partnership and having a grassroots distribution network.

Cohen noted that they have helped market films that cover such a wide range of topics adoption in China, healthcare, climate change, education, homelessness, immigration, sexual assault, women in the military, the refugee crisis, gender politics, and economic, social and racial justice. They have covered such a gamut that it seems it would make them experts on these topics.

We stay away from calling ourselves experts in any area, but we are experts in finding the experts, said Marchese. We really pride ourselves on our relationships. We have great partnerships with the issuary leaders, non-profits and activists on all the campaigns.

How long do campaigns run? Some are one month and one campaign First Generation they worked on for two years. First Generation was about four high school students who strived to become the first ones in their families to go to college and thereby break the cycle of poverty. We came on for two months at the beginning and as we worked, we learned because the filmmakers themselves were experts, said Marchese. Eventually, Wells Fargo bought the digital distribution to the film and it was on the Wells Fargo website. It was funded by impact, driven by impact and Wells Fargo came in to have a recognizable brand and that gave it a distribution boost.

On another project, the eight-part, original docu-series from Epix,America Divided aboutinequality in education, housing, healthcare, labor, criminal justice and the political system, Kellogg came in and supported it. Norman Lear executive produced the film and Marchese previously worked for a time with Lear.

One of things that we pride ourselves most on is the number of filmmakers whom we have worked with, said Cohen. When they return to us, its a validation of our work and its so easy because you already know each other. Our company is all about relationships whether it be with filmmakers, producers or studios.

One of those filmmakers who has come back more than once is documentarian Matthew Heineman (Cartel Land) who worked with Picture Motion on his Escape Fire: The Fight to Rescue American Healthcare and is working with them again on City of Ghosts, which documents Syrian rebel journalists who are risking their lives to make sure everyone knows about the atrocities committed by ISIS in their country.One of these men had his father and brother executed to get him to stop, but he will not back down, determined to lay pure evil bare to the world and to fight the ideology of ISIS to the death if need be.

One of the reasons that I worked with Picture Motion on both of these films is their understanding of the documentary landscape, and they understand in a way that a lot of people dont. Its so hard, as we all know, for people to get their films seen, to get people out of their homes and even to get the word out, said Heineman. They are able to tap into existing networks so that constituencies pertinent to the film are aware of the film and then are motivated to go. They use both traditional and non-traditional means to do so. They are constantly thinking and finding novel ways to mobilize audiences.

On City of Ghosts, they identified and found a number of non-profits that were interested in helping promote the film and engaged them to move the needle, he said.

Picture Motion has also worked on many Nat Geo projects, including Before the Flood, Gender Revolution, L.A. 92, Hell on Earth and the Earth Live series.

Over the past year, weve worked with Picture Motion on several issue driven films, including Leonardo DiCaprios climate change documentary Before the Flood, Katie Courics special Gender Revolution and Sebastian Jungers decent into Syrias unbridled chaos with the film Hell on Earth, said Chris Albert, EVP Global Communications at National Geographic. For us, its not always aboutdriving ratings,its aboutamplifying important conversations on subjects that truly matter, thoughas many platforms as possible. Through our collaboration with Picture Motion, weve organized over 750 grassroots screenings to date, built several strategic partnerships with brands that share our vision and developed impactful social campaigns that have helped to advance social change.

Picture Motion started working with National Geographic in 2015. They have been the most incredible partner. Weve organized over 1,000 college screenings for them across most of America. Each screening tour has a different goal, but its not just about raising awareness, it gives college students a discussion guide and give them very concrete ways to take action, said Cohen.

And the work is continuing, now with HBO on the documentaryAtomic Homefront abouta group of St. Louis moms who rose up to fight to keep their children safe after finding out that radioactive waste was dumped into their neighborhoods; Magnolias Whose Street? about the Ferguson uprising,and Blood Stripe about a female marine who returned her deployment and how to get back to civilian life. They are also continuing efforts onAn Inconvenient Sequel: Truth to Power. Heres the trailer:

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Social Impact Marketer Picture Motion: The Secret Weapon Behind Some Of The Best Known Films - Deadline

Brands have long been able to search for company mentions on social media, but theyve lacked the ability to search for pictures of their logos or products in an easy way. Thats where Salesforces latest Einstein artificial intelligence feature comes into play.

Today the company introduced Einstein Vision for Social Studio, which provides a way for marketers to search for pictures related to their brands on social media in the same way they search for other mentions. The product takes advantage of a couple of Einstein artificial intelligence algorithms including Einstein Image Classification for image recognition. It uses visual search, brand detection and product identification. It also makes use of Einstein Object Detection to recognize objects within images including the type and quantity of object.

AI has gotten quite good at perception and cognition tasks in recent years. One result of this has been the ability to train an algorithm to recognize a picture. With cheap compute power widely available and loads of pictures being uploaded online, it provides a perfect technology combination for better image recognition.

Rob Begg, VP of product marketing for social and advertising products at Salesforce, says its about letting the machine loose on tasks for which its better suited. If you think of it from a company point of view, there is a huge volume of tweets and [social] posts. What AI does best is help surface and source the ones that are relevant, he says.

As an example, he says there could be thousands of posts about cars, but only a handful of those would be relevant to your campaign. AI can help find those much more easily.

Begg sees three possible use cases for this tool. First of all, it could provide better insight into how people are using your products. Secondly it could provide a way to track brand displays online hidden within pictures, and finally it could let you find out when influencers such as actors or athletes are using your products.

The product comes trained to recognize two million logos, 60 scenes (such as an airport), 200 foods and 1000 objects. That should be enough to get many companies started. Customizing isnt available in the first release, so if you have a logo or object not included out of the box, you will need to wait for a later version to be able to customize the content.

Begg says it should be fairly easy for marketers used to using Social Studio to figure out how to incorporate the visual recognition tools into their repertoire. The new functionality should be available immediately to Salesforce Social Studio users.

Link:
Salesforce AI helps brands track images on social media | TechCrunch - TechCrunch

Kristina: What can brands can expect to see from Snap in the coming quarter?

Aaron Goldman, CMO, 4C: Snap is starting to secure a more evergreen spot on the media plan for brands as it moves beyond test budgets. For advertisers looking to reach an engaged audience with high-impact messaging, Snap is one of the premier options available on the market. For brands more focused on direct response such as app installs, Snap has proven to provide the targeting and scale needed for optimization to cost-per-install and lifetime value metrics.

Kristina: What are the implications for Snap's enterprise enablement?

Aaron: One of the biggest barriers to entry for Snap Ads has been creative development. Many brands don't have vertical video assets in the can. The launch of Snap Publisher makes it very easy for anyone to create a video to the specs of Snap Ads. This, coupled with the launch of Snap's self-serve Ad Manager will attract small and medium-sized businesses to the platform. For the larger enterprises, the robust tools provided by Snap Partners enable managing targeted campaigns at scale to meet bespoke marketing goals.

Kristina: What does Wall Street think of Snapchat's potential?

Aaron: Snap has vast, long-term potential as it offers an engaging platform for communication and entertainment. The latter is what positions it so well to augment TV ad budgets, especially those targeting the younger demographic. The key metric to watch is time spent with the app. The more it can keep people tuned in throughout the day the more it will become the premier destination for brands looking to break through the multi-screen clutter and engage their key audiences.

Tags: 4C Insights, advertising, Snapchat, social advertising, social marketing, social marketing ad spend

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Snapchat's ad spend is up, what that means for brands - BizReport

By Dr. Deirdre Christofalo, Tim Guella, August 8, 2017 at 8:00 AM

We live our lives and do business through social media. Over 2 billion social media users worldwide spend an average of two and a half hours per day on Facebook, Twitter, Instagram and YouTube. And they're doing more than sharing vacation photos or following their favorite celebrities.

Research has found 74 percent of consumers rely on social media to make purchasing decisions. In turn, social media has become a powerful tool used by businesses to build brands, sell products and deliver services to customers.

As social media becomes woven into our lives, businesses are spending more resources than ever to reach consumers and customers in these digital spaces. According to a recent report by Statistia, social media advertising budgets have doubled worldwide between 2014 and 2016 going from $16 billion to $31 billion. Social media spending in the U.S. alone is expected to reach $17.3 billion by 2019.

Employers are looking for people at all career levels from entry-level positions to the C-suite, who understand how social media works and how to leverage this technology to build the bottom line. Recruiting site Indeed.com currently lists over 700 social media manager jobs in New Jersey, for Fortune 500 companies like Johnson & Johnson and Verizon as well as small businesses, advertising agencies and not-for-profit organizations. Social media specialists can earn from $46,000 to $71,000 annually, and social media marketing managers command salaries in the range of $115,000.

Social media skills are an important part of the managers tool kit. Older professionals in particular may feel the need to bolster their expertise and knowledge in this area. They may be familiar with Facebook and LinkedIn from personal use, but less conversant with platforms more popular with 20-somethings like WhatsApp and Snapchat. Understanding the ever expanding array of social media channels, the potential opportunities (and threats) they create for organizations, and knowing how to use social media to further business objectives are common concerns for managers across a range of industries and disciplines.

How do older professionals build their fluency with how social media works as a business tool? Reverse mentoring is one option, particularly for senior executives, who can be partnered with a younger social media expert for one-to-one tutorials.

For most managers, the most expedient course is to explore adult learning programs that provide an overview of current and emerging technologies as well, as practical experience using social media in business applications.

While the chosen program depends on the students personal interests and career goals, a robust social media adult learning program should offer the following components:

The uses of social media as a business tool are rapidly evolving as new technologies and applications emerge and new players enter the scene. Staying current on developments in social media, and thinking about the impact of these changes on your organization and your career, will be key to your personal and professional success in a digital world.

Dr. Deirdre Christofalo is Centenary Universitys Vice President for Adult, Corporate & Online Education.Tim Guella is the Director of Social Media for Centenary Universitys Social Media Center of Expertise | #theVIBE.

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Social media management skills bolster your resume and enhance your career - NJBIZ