Mediaboss Marketing

In the Customer Experience report, we look at the many ways companies and consumers interact and how companies might make those experiences better for consumers. Previous coverage and new stories running this week can be found here.

Pinterest Inc. boosting its user and ad-revenue numbers at a much faster pace than most of its social-media peersand it has artificial intelligence to thank for it.

The image-search site lets people post, or pin, photos and videos of things that interest them into collections called boards. The key to the sites popularity is that it lets you discover ideas through images saved by people and brands you followand suggests other images that might be a good fit for you. You also get ads that follow your interests but carry a promoted tag.

If someone is interested in home improvement, for instance, the site will deliver pins and ads showing tools and remodeling ideas, says Brandon Purcell, a principal analyst at tech-research firm Forrester Research Inc.

The process of figuring out what people like and finding appropriate images happens without human intervention. It is handled by an advanced AI called a neural network that makes millions of calculations incredibly quickly to find pins to catch your eye.

Continue reading here:
Pinterests Use of AI Drives Growth - The Wall Street Journal

MEAD, Colo. (KDVR) Three students at Mead High School have been suspended for five days after an image circulated online appearing to show the students re-enacting the George Floyd murder.

The suspensions may end, but its a decision that could potentially haunt the students for years.

Christie Barnes knows a thing or two about teens and the lasting impacts of social media. The Colorado author wrote the Paranoid Parents Guide.

She can rattle off one example after another of students making horrible decisions that cost them acceptance letters to colleges.

Social media posts can really come back to haunt you, Barnes said. Clear that social media before you apply to a school.

In this case, however, it may be too late. Barnes believes these students will likely see college acceptance offers rescinded, which is why she said its always important to address poor decisions head on.

Own up to it immediately. Tell us as much about it as you can. Tell us what youve learned, why it was a stupid thing to do, Barnes said. Do something that shows youve really changed. Do talks at your local school or join an anti-bullying campaign, she suggested.

Even so, Barnes said its a decision that may also impact these teens well into their adult lives.

According to a recent CareerBuilder survey, 70% of employers use social networking sites to research candidates, and 48% routinely monitor their employees on social media.

View original post here:
Students accused of reenacting George Floyd murder could face long term consequences - FOX31 Denver

What is Clubhouse and how can it be used by creatives? The audio-chat app is often described as the worlds most exclusive social media platform due to its celebrity users and invitation-only model. Nonetheless, it's becoming more widely known beyond its still very select membership thanks to appearances from Elon Musk and Bill Gates.

Launched in March 2020, the app has started to expand more rapidly this year, powering past 13 million downloads on Apples App Store (for more top apps, here's our pick of the best iPad Pro apps). With an Android version now available in beta in the US, the expansion is set to continue. However, unless youve received an invitation to join, you're probably still wondering, just what is Clubhouse?

See our guide to the top social media platforms for artists and designers for more on other social networks. But first, what is Clubhouse? If youre still waiting for your invitation, read on to learn what the Clubhouse app is all about and how it can be used by creatives.

So, what is Clubhouse? Well, it's an invitation-only social media platform based entirely on live audio content. It was developed by Stamford graduates Paul Davison and Rohan Seth and is run by their company Alpha Exploration Co. Describing itself as a drop-in audio chat, it turns the trend for visual social media content on its head. In fact, theres no imagery at all other than each users profile picture. There's no website either the platform is available solely via the Clubhouse mobile app.

The app allows you to jump in and out of other peoples conversations and ask to join in yourself. Its been described as a cross between podcasts and video conferences, but theres no studio setup, and no editing, effects or transitions. Participants speak via the app on their phones and cant see each other, so its a bit more like listening in on a phone conversation. Clubhouse says it allows people everywhere to talk, tell stories, develop ideas, deepen friendships, and meet interesting new people around the world." Providing you have an invite that is.

For those who have access, the Clubhouse app offers a list of themes divided into conversation topics covering everything from sports, world affairs, faith and identity to tech, crypto art and UX design. You can follow topics and also people and clubs who share your interests. Clubhouses equivalent of a feed is the Hallway. There youll find a list of active conversation rooms based on the people, clubs, and topics you follow.

Conversations can range from casual one-on-ones between friends to group discussions, more formal talk show-style interviews and even live music performances. Theyre usually named around the topic being discussed. When you enter a room, youll see the speakers and moderators listed on the stage at the top of the screen. Others in the room are named below. Anyone in the room can "raise a hand" if they wish to speak. Its up to the rooms creator or moderator to decide whether to grant the request. They can also invite someone onto the "stage" as a speaker if someone interesting enters the room. To leave a room, you click leave quietly to slip out.

Conversation rooms last only as long as each live talk and there are no recordings available afterwards, at least not in the app itself. You can start a chat or conversation room yourself by swiping left on the Hallway screen to find a list of people online and available to talk with.

The iOS Clubhouse app for iPhone is available to download from the Apple App Store. A beta Clubhouse app for Android was launched on the Google Play store in the US this month (May 2021). Its expected to be rolled out to other English-speaking countries and then the rest of the world. If you download the app without an invitation, you can register the username that you want to claim, but you wont be able to access content until youve been invited to join by an existing user.

For the moment, its no use simply downloading the Clubhouse app. Youll need an invitation from an existing user to gain access and its not like they can just throw invites around. Each user gets only two invites when they join, although they can earn more as they use the app. Ask around among friends and colleagues to see if anyone has an invite to offer theyll need your phone number so you can receive the invite by SMS.

If you download the app in advance, you can also join a virtual waiting list. In that case, any contacts you have who are already users will be able to wave you in without having to use one of their invitations. People have also been offering invites for sale on eBay, but to avoid scamswed suggest its probably better to wait it out

Part of Clubhouses appeal has been its celebrity membership. Flick through the channels and you might find yourself listening to the likes of Oprah, Kevin Hart, Drake, Chris Rock, Ashton Kutcher or Jared Leto. The app was quickly greeted as a kind of networking tool and something of a status symbol among CEOs from Silicon Valley and venture capital firms. Its since been taken up in the entertainment sector Tiffany Haddish was the first user to pass 1 million followers. But Clubhouse really broke into the mainstream earlier this year when Elon Musk made an appearance.

According to the developers, it will. Just as Facebook expanded after initially being open only to US Ivy League students, it seems Clubhouse will eventually open to all. Seth and Davison have said the current exclusivity is intended to allow them to scale up slowly, giving them time to keep working on the app in preparation for larger numbers of users hence the wait for the Android version. Rooms are currently limited to 5,000 people, but Musks appearance maxed that out. The developers have said they intend to build the capacity to allow them to open access to all.

What is Clubhouse's logo? Instead of an official logo, what appears on your smartphone screen as the Clubhouse app icon is a black-and-white portrait photograph of a prominent user of the app. The image changes every few weeks and usually shows someone whos had an impact on the platform or who Clubhouse feels an affinity with. People who have appeared to date include the musicians Bomani X (pictured) and Axel Mansoor, startup promoter Erika Batista, tech podcaster Espree Devora and visual artist Drue Kataoka. Some designers have praised the move for its uniqueness, but others say it makes it hard to find the app on their phone each time the icon changes.

What is Clubhouse's use for creatives then? It initially seems to have the major disadvantage of no visual content, but some creatives have found it has its uses. You can use Clubhouse to network with other creatives by making contacts and joining conversation rooms. Rooms are also being used by creatives to talk about their work and to get feedback. The problem of the lack of visuals? Creatives get around that by temporarily changing their profile image to show what theyre working on. You can also simply listen in and learn from others as they discuss topics such as design techniques, supplies and marketing. Recommended clubs for creatives include Designers Club, Creative Career Warriors and The Artist Lounge.

There are already changes afoot to monetise content in the app. Alpha Exploration has said it doesnt intend to introduce traditional advertising, but it has launched Clubhouse payments as a limited test. This allows users to tip creators they like. Its also begun a programme dubbed Creator First, which will give select content creators a monthly payment.

Read more:

See the article here:
What is Clubhouse - Creative Bloq

Hello, communicators:

With vaccination rates on the rise and Memorial Day right around the corner, brands are crafting messages centered on gatherings and human connection that consumers missed out on during the past year.

Omaha Steaks has launched a Steakation contest that will send one winner to a house in Omaha for Fathers Day weekend that the brand has decked out with steak-themed dcor and stocked with its signature products. Omaha Steaks owner Todd Simon will personally welcome the winner to the weekend getaway, which will also include a dinner prepared by the brands culinary team, a grilling class and more.

Courtesy of Omaha Steaks

Collectively we missed out on a lot of gatherings with family and friends last year, Simon said in the press release. As Americans resume summer gatherings and get the itch to travel, we wanted to bring people together over a really fun and memorable experience.

In addition to capitalizing on summer holidays and updated guidance on communal gatherings, the announcement lets the Omaha meat purveyor steak its claim as one of the original gourmet food delivery brands by offering customers a solution for easy meal prep. It also reminds steakholders (last one, we promise) of the red meats popularity amid a trend of culinary institutions focusing more on plant-based recipes and menus.

By announcing this contest before Memorial Day and celebrating the winner on Fathers Day, the company also draws a narrative of engagement that it can sustain for several weeks to ensure the larger goals of steak awareness and promoting its delivery service is well done.

Movie theater and studio executives have gathered for an industrywide showcase of summer films as part of a larger effort to encourage viewers to return to theaters after cineplexes closed their doors during the crippling COVID-19 outbreak. The showcase featured several movie stars, celebrities and other influencers who reminded audiences that seeing a movie on the big screen offers a more complete experience than streaming.

The New York Times reports:

Ill see you in the theaters, the actor and director John Krasinski said in a video message before a new trailer for A Quiet Place 2. Marvel movies are made to be seen on the big screen, Kevin Feige, Marvels chief executive, reminded audiences before showing footage of new films. And Ahmir Thompson, better known as Questlove, declared Long live cinema before a trailer for his forthcoming documentary Summer of Soul.

You need the big screen, Arnold Schwarzenegger told those assembled. If you have the movie and you dont have the theaters, then you have nothing.

He added: We have seen over this last year, the pandemic year, that people watched movies on a little iPhone and iPad. And you have to put the glasses on to see whats going on there. And they are missing the special effects and visual effects and all the great stuff that you usually see on the big screen.

And then he led a chant of We are back! We are back!

What it means:

As markets and businesses look to return to pre-pandemic operations, be sure to emphasize how stakeholder experiences with your brand or companys products will change for the better, too. Challenging your audiences recent behavioral trends over the past year that threaten your industry or company can be risky from the perspective of brand voice. You can avoid coming off as opportunistic (as epitomized by WeWorks CEO) by always putting stakeholder experience first (before company or industry health) and consider infusing a bit of humor in your messaging when appropriate.

A new study by Porter Novelli reports that 59% of Americans surveyed say its no longer acceptable for companies to be silent on social justice issues. Forty-nine percent say they assume companies that remain quiet on social justice issues dont care.

When it comes to where Americans look for companies to share their social justice messaging, social media remains the go-to destination (31%) followed closely by a company website and messaging that comes straight from leadership.

Courtesy of Porter Novelli

These statistics paint a clear picture of where your company can best share its values, but consider a combination of the three most popular channels. For instance, a visually engaging social post can contain a short link that redirects audiences to a longer piece of content on your company website that features your CEO sharing your organizations values.

Be intentional when sharing social justice messaging on social media by having discussions with internal stakeholders about whether a position is best expressed with original messaging, versus using your platform to amplify the voices and work of partner organizations that are more actively involved with the issues at hand.

Read the full study here.

CNN has acknowledged that anchor Chris Cuomo took part in calls advising his brother, New York governor Andrew Cuomo, on strategies to handle the sexual harassment allegations made against the politician. Critics say the behind-the-scenes conversation undercuts the journalistic integrity of Chris Cuomo and the network.

The Washington Post reports:

Chris has not been involved in CNNs extensive coverage of the allegations against Governor Cuomoon air or behind the scenes, the network said in a statement. In part because, as he has said on his show, he could never be objective. But also because he often serves as a sounding board for his brother. However, it was inappropriate to engage in conversations that included members of the Governors staff, which Chris acknowledges, the statement added. He will not participate in such conversations going forward. The network said Cuomo will not be disciplined.

Chris Cuomo offered an on-air apology Thursday night, saying he recognized that he has a unique responsibility to balance his obligations as a journalist and a brother and that his conversations with the governors staff created a problem for CNN.

Remember to directly address the root cause of any public critique when issuing a mea culpa, especially if the crisis highlights a larger question around trust or the integrity of your organization.

Ragan has released its annual Communications Benchmark Report, an exclusive study from Ragans Communications Leadership Council that analyzes the major trends in the profession over the last year.

During that time, comms pros have been called on to develop and distribute messages on new policies that affect internal and external stakeholders alike. Their role has become more essential as they helped keep their organizations focused and moving forward. Theyve seen their access to the C-suite increase throughout 2020, and they forged important new alliances with peers in other departments, including HR, finance and workplace wellness.

Culled from more than 750 respondents, the 32-page report is available in its entirety exclusively to members of the Communications Leadership Council.

Download your copy of the exclusive Benchmark Survey Executive Summary today and get a crucial competitive advantage that will fuel your success for 2021 and beyond.

Twitter has announced that it will relaunch its long dormant public verification program. Verified accounts earn a blue check mark, long regarded as a mark of status among corporate professionals and journalists alike.

Courtesy of Twitter

The Verge reports:

To make the grade for verification, users will have to meet Twittersrevamped verification criteria, which includes having an account of public interest that falls under one of six different types of categorizations as well as beingauthentic, notable, and active.

Here are the six categories of accounts that can qualify for verification:

Youll be able to apply for verification in the Account Settings tab at some point over the next few weeks. Once youve applied, Twitter says you can expect a response within a few days, but that timeline could open up to a few weeks depending on the volume of applications. All applications will be evaluated by humans, Twitter said in a briefing with journalists this week.

Twitters relaunched verification program serves as a reminder that transparent messaging around new programs and operation procedures should not only include criteria for determining how those procedures are enforced but also a timeline detailing when they will be implemented and any available details around who will be making the decisions.

Ragan is delighted to add industry event and thought leadership brand Communications Week to our portfolio. You can read the full press release here.

We are reimagining Communications Week as a year-round endeavor, says Ragan Communications CEO Diane Schwartz. The rollout will begin next month with thought-provoking content on the future of communications on Commsweek.com, Ragan.com and PRDaily.com, culminating with a weeklong series in November that will feature conferences, networking events, workshops, webinars and more.

via GIPHY

The flagship event for 2021 will take place Nov. 15-19. Stay tuned for updates on the many opportunities and offerings that will help communicators connect, learn and celebrate their achievements later this year.

Lego has revealed its first LGBTQ-themed set ahead of Pride celebrations in June. The 346-piece set features 11 figures, each assigned a different color of the rainbow. It is called Everyone is Awesome, a nod to the popular Everything is Awesome theme song from The Lego Movie.

CNN reports:

I wanted to create a model that symbolizes inclusivity and celebrates everyone, no matter how they identify or who they love, the sets designer Matthew Ashton said in a statement Thursday.

Ashton said the set was also a celebration of the LGBTQ community within Lego and among the companys adult fans. I am fortunate to be a part of a proud, supportive and passionate community of colleagues and fans, he said. We share love for creativity and self-expression through Lego bricks and this set is a way to show my gratitude for all the love and inspiration that is constantly shared.

Ashton also celebrated his work on his Twitter profile:

#lego Love to each and every one of you!

Lets all do our best to be awesome to each other@LEGO_Group pic.twitter.com/A8RsIbYyPW

Matthew Ashton (@matthew__ashton) May 20, 2021

Other brand advocates also celebrated the companys announcement:

As a keen LEGO engineer for about 30 years now, I can only endorse this beautiful rainbow set.

#LEGO pic.twitter.com/Yaopk1TZS2

Terry Reintke (@TerryReintke) May 21, 2021

Playing my tiny #lego violin today for all the bigots and idiots upset by the unveiling of the amazing #everyoneisawesome Lego Pride set. pic.twitter.com/pOttN5gkRX

Willie Mackenzie (@williemackenzie) May 20, 2021

When asked if Lego was supporting LGBTQI+ organizations financially following the announcement, the company was quick to respond:

We have committed to support a number of organizations on an ongoing basis, including UK charity Diversity Role Models which helps children learn about empathy to ensure our future builders are accepting of everyone! Learn more at https://t.co/3RdX9R0WyW

LEGO (@LEGO_Group) May 20, 2021

As social media users looked to Ashton for answers to their many questions, he clarified that he could not answer questions on behalf of the company:

Hey lovely people, while Im more than happy to chat general #LEGO stuff on here, please remember this is my personal account & therefore I cannot answer on behalf of the LEGO Company. Please direct all product/brand related requests & concerns to @LEGO_Group .Love to you all:)

Matthew Ashton (@matthew__ashton) May 21, 2021

Why it matters:

Legos colorful new set and corresponding campaign serves as a reminder of what a brand authentically living its values can look like. Spotlight your employees who identify with the values you are sharing externally and encourage them to communicate your companys positions in their own wordsbut be careful to offer resources so they dont become a de facto spokesperson for your brand. Activate your fan base and brand advocates to push back on any negative sentiment whenever possible.

Communicators face a crossroads this year as they anticipate markets recovering and workplaces reopening. Their work crafting a flexible crisis plan and mindful messaging that ensures your brand or organization is ready to handle any future unforeseen situation smoothly will be essential.

Join us atRagans Crisis Communications Conference on June 10to learn timely strategies to help you reimagine your approach to crisis communications, mobilize internal and external stakeholders to be your megaphone and foster goodwilland make fresh plans for unforeseen obstacles that may arise.

via GIPHY

Learn powerful insights and approaches from speakers at organizations including Carnival Cruise Line, KFC, IBM, Amtrak, Mastercard and more.

Register for our event here.

Yesterday, we asked if you have restructured your brand newsroom over the past year to make your companys content more accessible. Over half of you said yes (54%), while 46% said no.

Have you restructured your brand newsroom over the past year to make your companys content more accessible, PR pros and communicators? #DailyScoop

PR Daily (@PRDaily) May 20, 2021

Is there a question youd like to see asked? Let us know by tagging #DailyScoop!

How long of a break are you taking for Memorial Day, PR pros and communicators?

How long of a break are you taking for Memorial Day, PR pros and communicators? #DailyScoop

PR Daily (@PRDaily) May 21, 2021

Let us know in the comments below. Well share the results in Mondays roundup.

Topics: Branding, Content Marketing, Crisis Communications, Daily Scoop, Executive Communication, Leadership Communications, Marketing, Media Relations, PR Industry, Social Media, Storytelling, The Workplace, Visual & Video Communications, Writing & Editing

COMMENT

Perhaps the way to fill movie theaters is by offering not just movies but additional ways to get happiness.

People are hungry for helpideas from experts on how to weigh less, earn more and feel more fulfilled.

Lawyers would be happy to offer lectures on O say can you sue. What are your rights, and how hard or easy is it to sue people who should damn well respect your rights and stop infringing or else pay you for the damage youre suffering.

All kinds of medical peopletop doctors from top hospitals who have excellent advice on hearts and headaches so you feel better and live longer, chiropractors who could help millions more people if the masses had more massive knowledge of when and why to get their bones into chiropractic offices (and how to get insurance to pay), and psychological guidance professionals who can lecture on how not to miss out on happiness that good advice could help millions of people to have.

Bankers might love a chance to counsel prospective homebuyers about how to save on mortgages and closing costs. Theres almost no end to the experts who can help people, the number of people whod love the help, and the number of theater tickets PR can sell by helping advice needers and advice givers get together.

It could be more profitable than trying to sell people on going for movies that may not be better than the movies easily available at home for free. Wisdom may be to sell ye whats more saleable than what others are selling. A good way to better fill theater seats may be by better filling the publics needs.

The rest is here:
How the movies is tempting consumers back to to cinemas, channels for social justice messaging, and Lego's first LGBTQ-themed set - PR Daily

People do not buy goods and services. They buy relations, stories and magic, author and entrepreneur Seth Godin famously said.

Stardom and brands have been companions for a while now. Athletes have endorsed sports giants, movie stars have backed skincare and F&B products, while other celebrities have helped drive a plethora of customers to banks and other brands. The marriage was a happy one.

But as digital connectivity and content curation exploded, advertising mediums grew and social media donned a new face of engagement and connectivity, the concept of modern endorsement shifted.

Marketing arenas, once restricted to celebrities and famous people, beckoned individuals who deployed social media platforms to exert a certain influence. This shift came as influencers started to become a trusted presence within their communities while engaging customers in a more personalised fashion.

Drawing on the connect and its benefits, brands began to leverage the concept to market their products and services via digital creators. But is an influencers value restricted to just their following?

In 2021, Id go as far as to say that the size of an influencers following is one of their least valuable assets. Brands have realised a big following does not equal big success. Its much more valuable to focus on audience engagement and drill down into the specifics of where those followers are than blindly hit big numbers. Thats why micro influencers have become so popular, they have much more engaged followings, so recommendations are more trusted, explains Karl Mapstone, head of Middle East at Vamp, a content and influencer marketing platform.

People are spending more time online than ever before and there has been an uptick in online shopping. Brands have shifted their focus to social campaigns to meet their customers where they are. But influencers dont just reach customers, they connect with them on a deeper level. Thats a big draw for brands who, while working hard to empathise with their customers pandemic realities, cant compete with influencers storytelling abilities, he adds.

Due to the strong engagement and unique content it offers, influencer marketing has not only secured a spot within a brands marketing/promotional drawing board, but it has also started to attract the spend that some brands rolled back from other mediums. This shift was prompted in part by brands pruning their budgets pre-pandemic, and in part by the lockdowns put into effect by the Covid-19 crisis.

As their customers retreated into lockdown, brands predictably cut spending on out-of-home advertising and funneled it into digital channels. But with so many doing the same thing, competition increased dramatically. Brands needed to find a way to stand out online and influencers helped them do this, explains Mapstone.

It also impacted spend on traditional content creation. Due to reduced budgets and lockdown restrictions making big advertising shoots difficult, brands shifted spend from creative agencies to social content creators. Influencers are usedto being self-sufficient and creating content alone, so were able to continue supplying brands with assets for their social channels and e-commerce sites.

Shant Oknayan, general manager of global business solutions MENAT at ByteDance the parent company of TikTok opines that due to the pandemic, the strength of the story now sits at the heart of every successful campaign, and not the product itself.

The rise of conscious consumerism along with the pandemic acted as catalysts for the shift to purposeled marketing and authentic storytelling. Brands and influencers are seen now more than ever moving towards brand communication and less toward product communication, he states.

Brands now have more sustainable relationships with influencers, rather than transactional. This new movement is definitely in the favour of consumers, who now spend more time online and are hungry for authentic and unique stories and ideas. This shift also accelerated the rise of creative content, as we see brands loosening control over content and giving influencers more room to create and inspire.

While influencers can fortify a brands reach and appeal, resonating to a range of customers, it is equally imperative that they be aligned with the brands strategy. But should they be fully aware of the products they are promoting and believe in them too?

Im not really sure about all the influencers, but when I promote something, I have to believe in the products and I make sure I try them out before promoting it to my people, says UAE-based influencer Jumana Khan, who commands a TikTok fan base of nine million followers.

Oknayan adds: We think its extremely important for influencers and creators to be fully aware of the products they are promoting and ensuring it is the right brand fit for them. They have a responsibility to their online community who look up to and trust them and by essentially endorsing the product, they have given it their seal of approval. With the rise of conscious consumerism now making ethical promotion more of a necessity rather than a choice, consumers today are less interested in product endorsements that generate clicks and are more inclined to trust authentic advertising.

New FrontiersIn the face of the changing digital landscape, especially at a time when brands are constantly seeking peoples attention, there is no understating the role of influencers. With people continuing to spend an increasing amount of time onsocial media, the role of influencer marketing appears to remain relevant in the immediate future.

Professional networking site LinkedIn listed digital marketing specialists as one of the most in-demand jobs in the UAE in 2021, while influencer marketing was featured as a top skill. The influencer marketing industry is set to beworth $15bn by 2022 and there are some specific emerging trends which will also help to prove its value, suggests Mapstone.

Following the increased adoption in online shopping, social commerce is the next frontier. Instagram and TikTok are introducing new shoppable options all the time and they will help increase those influencer-led conversions. Were expecting to see Live shopping on Instagram take off with the platform investing in making it shoppable particularly having seen the power of live social commerce in Asia.

As brands branch into that market, theyll be looking for trusted social personalities to front their live streams and influencers will fit the bill, he adds.

Read more here:
How brands are leveraging influencer marketing to 'up their game' - Gulf Business