Mediaboss Marketing

COMMENTARY

There are government contracting executives that remain myopic when it comes to social networking and social selling, but there are also those who not only get it, but use it to their extreme advantage.

Social selling is the process of finding and getting on the radar of key buyers and influencers in your target market. Social selling allows you to see and be seen, share vital information, position your key people as subject matter experts and more.

I have had clients who have won task orders based on their social selling activity because they mastered the process.

Account or agency based marketing (ABM) has been part of the contracting business development, sales and marketing toolbox for decades. We all know sales and BD professionals who have worked on single agencies for their entire careers.

When you add social selling to the ABM mix, you can develop account penetration like a weight lifter on steroids. When I view the Department of Energy on LinkedIn (as a company), I see 5,090 employees. When I start scrolling through these employees, I see job titles such as Senior Technical Lead & Strategist of Electric Grid; Director, Enterprise Architecture and Data Center Optimization; Principal Deputy CIO for Cyber, Associate Chief Information Officer and more.

Are these people you might like to know if you are selling to DOE?

If you have key contacts inside a client agency, viewing their profiles and looking on the right side at People Also Viewed usually provides you with a list of people you need to know. When you start viewing those profiles, you are starting the process of getting on their radar.

If you are active on LinkedIn, and your profile accurately presents your role in your company, and explains what your company does, you can leverage social selling tactics at the end of FY and beyond.

Sharing white papers, case studies and blog posts in targeted groups can help you get the attention of key players. If you are directly connected to some of those players, sharing the same content directly with them expedites the process

Need more?

One of my daily activities is acknowledging birthdays, new positions and other events in the lives of my connections on LinkedIn. I spend maybe ten minutes a day at this. One of these people responded to my happy birthday with a thank you note saying he had friends and family over and had quite a party.

I took a closer look at his profile and found out he worked for a major NGO in a senior role that is key to one of my clients. I made the introduction and am currently awaiting the results.

Does everyone respond to my happy birthday or congratulations on the new position? Of course not, but a significant portion do, and our relationship grows with each positive touch.

For those who remain socially myopic, thank you. You leave the field wide open for those with whom I work.

Social selling is not meant to replace traditional sales, marketing or business development. It is designed to enhance and reinforce these activities, to help your company better communicate with and influence a specific audience.

Being active on LinkedIn during the busy season keeps you on the radar of those who need to spend the end-of-fiscal yearfunds that are available, reminding them of who you are and what you do.

EDITOR's NOTE: Washington Technology is hosting an event July 20 on the fourth quarter spending spree. Click here for more information.

About the Author

Mark Amtower advises government contractors on all facets of business-to-government (B2G) marketing and leveraging LinkedIn. Find Mark on LinkedIn at http://www.linkedin.com/in/markamtower.

Link:
Social selling for the busy season ... and beyond - Washington Technology

The neighborhood-based social network has partnered with the federal weather agency to bring more up-to-date critical information to American neighborhoods. by News Staff / July 11, 2017

Rescue crews take out residents from a flooded neighborhood Tuesday, Feb. 21, 2017, in San Jose, Calif. Rescuers chest-deep in water steered boats carrying dozens of people, some with babies and pets, from a San Jose neighborhood inundated by water from an overflowing creek. AP/Marcio Jose Sanchez

The National Oceanic and Atmospheric Administration (NOAA) has recognized the neighborhood social networking app Nextdoor as a member of its Weather-Ready Nation Ambassador program a program that focuses on delivering timely, accurate and hyperlocal weather information to communities around severe weather events.

Ambassadors are critical to building a Weather-Ready Nation," said Louis Uccellini, Ph.D., director of NOAA's National Weather Service, in a press release. "We welcome Nextdoor as a new ambassador who is committed to empowering its members with lifesaving information about extreme weather events."

With roughly 146,000 neighborhoods currently using the platform, according to Nextdoor statistics, the network of neighborhoods is ideally positioned to funnel critical information to the 75 percent of the country it covers.

Our local communities are often our first line of defense against any kind of disaster, said Nirav Tolia, co-founder and CEO of Nextdoor, in the release. Were honored to partner with NOAA and share their mission of building communities and, ultimately, a nation that is ready, responsive and resilient to the impacts of extreme weather events.

As Jenny Mayfield wrote in the Nextdoor blog, inclement weather can wreak havoc on cities, towns and communities. "And neighbors are often the first people we turn to for help in the wake of any kind of disaster. Neighbors across the country have used Nextdoor to ask for help and get assistance from their community in the wake of floods, fires and even hurricanes."

The rest is here:
Nextdoor and NOAA Partner to Better Prepare Americans for Severe Weather - Government Technology

The peace and quiet that envelope a lone hiker on a leaf-riddled trail or a rock climber perched on the top of a cliff seem a world away from the noise of a social media feed. But Department of Mechanical Engineering (MechE) alumnus Jim Christian SM '14 had an idea to tap into the superabundance of social-media data to benefit athletes and outdoor adventurers. He, along with MIT Sloan School of Management alumnus Brint Markle MBA '14, created a device that could help determine avalanche risk. Their device has led to a network in which people can upload and share critical real-time information about the conditions including avalanche risk on a particular slope or mountain.

We want to crowdsource trip data and safety information for the outdoors, Christian explains. Their motivation inspired a free app, Mountain Hub, on which outdoor adventurers can share information to benefit others.

Mountain Hubs inception began far from muddy trails and snow-capped mountains. Safely within the halls of MIT, Christian was charged with designing a product that solves a real-life problem for course 2.739 (Product Design and Development). Inspired by Markles brush with a dangerous avalanche in Switzerland, Christian and his fellow students designed a probe with sensors to measure the structure of snow. The device could be used to quickly identify weak-layers in the snowpack critical features in assessing avalanche risk.

Traditionally, the industry method for avalanche risk assessment starts with digging a hole, analyzing the snow pack in that hole, and determining if there are any weak layers. Digging and assessing a snowpit can take close to an hour and provides just one data point. The scope Christian and his classmates constructed could gather a lot more data about the snowpack in just a few seconds, and it could assess an entire mountain slope in the time it takes to dig just one hole.

Jim and his team identified an important opportunity for a new product, says Warren Seering, the Weber-Shaughness Professor in MechE who co-taught 2.739. They all put a great deal of energy into the development process.

Christian and Markle walked out of the class with a proof-of-concept prototype for measuring snowpack, and along with MechE student Sam Whittemore, they co-founded Avatech, a company focused primarily on avalanche risk assessment. Avatechs first product was the SP1 a 5-foot long probe with pressure sensors that could collect 5,000 measurements per second. The SP1 instantly generates a graph showing snow layer hardness, which snow safety teams can use to identify weak layers. This information is vital for avalanche prevention.

It quickly became clear, however, that the data generated from this device couldnt exist in a vacuum. The information needed to be shared with those who would most benefit from it. Christian, Markle, and their team set out to build a network that would enable skiers or climbers to upload, share, and read real-time information about the slope or mountain they were on. The scope of the network became far greater than just snowpack assessment; customers wanted to share information about bike paths, hiking trails, and an assortment of outdoor activities.

Most mountain athletes do multiple activities all year round, says Christian. There is an opportunity for information sharing across these various activities. What a rock climber has to say about hazards on a trail is relevant to hikers and mountain bikers in the same area.

With this transition from scientific measurement tools to a social networking app, Christian and Markle rebranded their company as Mountain Hub. With technologies like a live map, terrain visualizations, and trip reporting, the app aims to diminish the danger associated with solitary or remote sports like hiking, mountain biking, rock climbing, and skiing.

Christian hopes Mountain Hub will become a platform for people to share their experiences, access real-time conditions, and plan new adventures. We are spearheading a culture of contribution and sharing in the outdoors, Christian explains. We want to build a real-time network that has daily engaging content so that the first thing someone does before they hit the trail is open up our app.

See original here:
Using sensors and social networks to make slopes safer - The MIT Tech

Over the past two decades, weve witnessed the rise and fall of multiple online social networks. Nevertheless, unlike its predecessors, such as Friendster and MySpace, Facebook has managed to retain a number one position and continues to be a social networking phenomena.

Some industry insiders still believe that Facebook is slowly dying. But the old, in marketing terms, social media platform continues to disprove predictions and manages to deliver impressive numbers as our 2016 Facebook Report shows.

The story of why the social network continues to be one of the top places people visit is for another time. Discussing social-economic issues, the transformative times of inter-connectivity and why Friendster and Myspace didnt manage to achieve the long-term success Facebook did is quite an interesting one, but the numbers are not up for debate.

Instead, what we find most interesting is that social media marketers and brands seem to disregard the stats. While most are completely aware of the fact that Facebook videos generate more engagement than regular posts, only slightly above 50% of the pages upload videos. Not to mention, at most times, videos uploaded to the platform are short home-made videos that rarely have anything to do with the actual brand page.

Facebook Video often requires a lot of time, money and effort to create. Not to mention, the man hours and the expertise needed to come up with a professional-looking video.

In fact, as far as we know, most social media marketing agencies tend to be aware of the numbers, but are rarely incentivized to pursue such solutions. The primary reason behind the lack of pursuit is the low-value return in the target expectations of a client.

The most common case with social media marketing clients is that they require the best results at the most affordable price. Today, when huge agencies compete with small-time freelancers, prices of social media marketing services have come way down. This often results in underfunding of advertising and brand projects on social networking platforms. With that in mind, its easy to understand that the aftermath is the lack of investment in Facebook video solutions.

One of the main ways social marketing agencies go around this problem is via the long-term investment in video production solutions. Facebook isnt the only platform that supports video. In fact, both Twitter and Instagram offer video post integration.

Whats more, with a proper video production service, social media marketing agencies are able to expand to provide other solutions such as YouTube content creation. Video production can be a relatively affordable process if you use the right tools and experts.

Nevertheless, while Facebook video numbers tell a nice story, they dont necessarily show a need for future investment. In fact, in our recent Instagram report, weve taken a look at the fact that images generate as much as 31% more engagement than video posts.

That being said, investment into video production isnt the best option for everyone. Most often, the best solutions would be hiring a third-party for such projects. A strategy most social media marketers take is to first engage with their client and ensure the investment for the project beforehand, to avoid any losses. Whats more, if you have a few clients under your sleeve, you can always come up with a collaboration strategy on bigger projects and present them with the opportunity.

In case a brand is suitable for a long-term video project, such as weekly or daily Facebook video live streams, you can also consider hiring part-time video production assistants or even freelancers to complete such projects. When doing so, make sure to keep an eye on the numbers to calculate whether or not the boost in engagement is worth the investment for your client.

According to the latest numbers, Facebook Live is on the rise and it seems to be the better option for most brands. Compared to traditional videos, Facebook Live can lead to better engagement for a lower investment. Whats more, with a dash of creativity it can lead to some extraordinary results.

Take this years Subaru marketing stunt. The company has partnered with BuzzFeed to produce a Facebook live marketing video for the #MakeADogsDay event. It resulted in an increase in the overall engagement and reach of the brand.

Whats even better is that investment in Facebook Live can allow you to take advantage of all the benefits that come with Live streams, while at the same time producing Facebook videos. Subaru of America later went to post a video short that got more than 15,000 likes. Compared to the performance of other videos posted by the brand, the increase in engagement with the proper implementation of video is obvious.

Webcast, July 12th: How to Create a Social Media Giveaway That Gets Thousands of Leads Without Costing a Fortune

Quite infamous on their own, Refinery29 also made a huge marketing move last year and decided to go full-on with video ads. Partnering with SmartWater, the company realized a yoga video project with some big name celebrities and the use of Facebook Live, YouTube and even 360-degree video to increase its reach.

Nevertheless, the implementation of new Facebook Live and Facebook video strategies isnt limited to the big brands. In fact, there are quite a few examples of small brands making it big league by taking advantage of the new content platforms and sharing medium offered by the social networking media.

Benefit Cosmetics is a great example of how proper Facebook Video and Live solutions can lead to enormous success. Broadcasting a beauty tips show on a specific date and time each week, the brand managed to achieve a huge audience and currently boasts over 5,9 million likes.

Callaway Golf is another interesting story of how a golf brand managed to transition into social media and achieve over 600,000 likes in two years by taking advantage of Facebook live. In fact, theyve started their live show back in 2015.

Initially not uploaded on Facebook, but later transitioning into a live stream, the show is hosted by Harry Arnett, the SVP of Marketing and Brand Management.

Of course, Facebook live stream does work for some industries better than it does for others. For example, gaming websites, such as Kotaku, tend to do live streams of gaming sessions with moderate success.

Spinnin Records, a record label, also does live streams of DJs playing music at certain times via Facebook. They also use Facebook Live and Facebook video to promote new songs and upcoming events and albums from their artists.

Sports, beauty and cuisine based Facebook pages also tend to have an advantage in the use of video media.

Inexperienced with how social media works, many business owners decide to play it safe and bet on the platform they are most familiar with. Whats more, social marketers also tend to be satisfied with their knowledge of the existing platforms and abstain from trying out new strategies on new and upcoming social media networks.

This leads to a freeze of ideas and the flow of content becomes but a stream of predictable patterns. Instead, to be a successful social media marketer, you have to engage with the newest opportunities and push the limits of current social platforms. Successful marketers use online media to its full extent.

Check the numbers and see where people are headed. Then simply take the bus and arrive before them. Welcome your audience with something fresh, new and exciting. Its all about the creative thinking and riding the wave. Now we know that there are clients that wont budge and wont give you the opportunity to unleash your creative freedom. Nevertheless, do show them the numbers and ask them, if not to try out new social media platforms, at least to start taking advantage of Facebook Video and Facebook Live.

We hope weve inspired you at least a little bit. If you are interested in reading similar topics, make sure to regularly check out our blog.

Whats more, for more detailed Facebook Live and Facebook Video stats you can show off to your client, make sure to try out the 7-day full Locowise trial that gives you access to some amazing stats for your Facebook page, Twitter account and more.

Continue reading here:
You Are Using Facebook Video Wrong! How To Get The Most Out of Video Sharing on Facebook - Business 2 Community

After receiving countless requests from friends asking him to teach them gaming skills, Wang Jin, an executive of a Chinese tech start-up near Shanghai, smelled a business opportunity.

Wangs company, Hangzhou-based Yocaihua, rolled out an unusual service: anyone who wants to improve their performance in the multiplayer online battle arena Honour of Kings can hire a senior player to teach them, at a minimum fee of 20 yuan (US$3) per hour.

Why Chinas Honour of Kings is so popular: its all about communication

The demand for our coaching service has been growing since its debut in May, Wang said. In the beginning, we had less than 100 orders per day; now, the figure climbs to several hundred.

Most of his clients are Chinese businessmen and white collar workers who are too busy to figure out how to play the game on their own yet are keen to become good at it, Wang said.

For tens of millions of daily users in China, Honour of Kings is an online realm thats so engaging they really cant escape, even if they wanted to, as it blurs the line between social networking and online gaming.

Getting proficient at Honour of Kings takes time or money. And if only due to a fear of missing out, many busy Chinese are more than willing to pay to keep pace.

Honour of Kings is so popular in China. If you cant play it well, others laugh at you, Wang said.

While it remains largely unknown outside China, Honour of Kings, made by Chinese internet group Tencent, is a fantasy realm in itself. Its popularity is so vast, and seemingly addictive, critics have likened it to a drug. By some estimates, one in seven Chinese citizens plays Honour of Kings. At a forum in Hong Kong last month, Yao Xiaoguang, vice-president of Tencent, told participants that Honour of Kings is not only a game for Chinese smartphone users, but also a new way of socialising.

For Cai Jian, a designer in Shenzhen, the social aspect of the game is its main draw.

There are so many people in China playing Honour of Kings. If you dont play it, you cant join their conversation, he explained. Whenever Cai meets colleagues in his office, instead of saying Hello, they now greet each other with the same question: When shall we play Honour of Kings together?

A strong emphasis on socialising is deep in the DNA of Honour of Kings. After all, Tencent, the games developer, has transformed itself from an unknown start-up on the border with Hong Kong into one of Asias most valuable companies, in part thanks to the creation of two popular social networking tools, QQ and WeChat.

QQ is an online chatting tool, and WeChat is an instant messaging app similar to WhatsApp, with 938 million monthly active users.

Honour of Kings players have to log in via QQ or WeChat. Once logged in by WeChat, the system shows them if any of their friends are online. They can then team up to battle rival players in a fantasy landscape while talking to each other via live chat. Tencent rates players by their gaming skills and a players ranking is visible to their WeChat friends creating a kind of peer pressure that makes players such as Zhao Lei, a government clerk in Xian ( ), keep playing.

Since your ranking is visible to your friends, it has created a sense of competition, said Zhao. You dont want to make others feel that you are not as good as them. To catch up, Zhao often ends up playing the game until midnight.

When players encounter each other in the game, the system also shows their relative distance from each other in the real world, spreading the honour of being a top player into daily life.

Zhao, who admits he is shy, says women at his place of work now come up to him to ask for game-playing advice, and this further motivates him to improve his skills.

Some gamers want to play their way to success in the workplace. On the question-and-answer website Zhihu, Chinas version of Quora, one person asks: How can I impress my boss in Honour of Kings without making him lose face?

At schools, Chinese pupils play Honour of Kings for social acceptance. In a place where 60 or 70 per cent of students play Honour of Kings, how can you make friends without playing? wrote Zhihu user Xuan Xiaoye, who described herself as a high-school student.

As Chinese increasingly turn to Honour of Kings as a way to make friends and influence people, some now question whether Tencent is playing too hard on their gamers psychology, with real-world adverse effects.

Last week a 13-year-old boy in Hangzhou ( ) broke his legs jumping from a fourth-floor window after his parents stopped him from playing the game, Hangzhou Daily reported. In April, a 17-year-old boy in Guangzhou suffered a stroke after playing Honour of Kings non-stop for 40 hours, according to the Yangcheng Evening News.

Following these incidents, Peoples Daily, the Chinese governments mouthpiece, opened fire at Tencent on Tuesday, calling its Honour of Kings game poison and a drug that was harming teenagers.

Heres why Tencents Honour of Kings has 200 million players

In an economy where policymakers have a big say on which businesses should flourish and which ones shouldnt, Tencent shares plunged as much as 5.1 per cent on the Hong Kong exchange, wiping out nearly US$17.5 billion in market value in a matter of hours.

The game developer quickly responded by imposing what it called the most serious anti-addiction measures in history. According to a post on Tencents social media account on Tuesday, gamers under the age of 12 are now limited to an hour of Honour of Kings a day, and cant play after 9pm. Those between 12 and 18 are limited to two hours a day.

Data from Chinese research firm Jiguang show that one-quarter of Honour of Kings players are younger than 19.

Its too early to know how the new restrictions will affect Tencents business. Roughly half of the companys revenue comes from online gaming.

In the first quarter of 2017, Honour of Kings contributed revenue of 6 billion yuan (US$876 million), according to industry estimates.

But some gamers welcome the new limits. Its hard even for adults to resist Honour of Kings, let alone children, Zhao, the player in Xian, said. While he enjoys being a good gamer, he said he hates it, too, as playing the game has wasted much of his time.

The 32-year-old has tried to quit, but all his attempts have failed, since his WeChat friends keep luring him back in. When everybody around you is playing the game, you have no choice but continue to play, Zhao said. In that sense, the social element of Honour of Kings is really a bad thing.

Original post:
How Tencent blurred the lines of gaming, social networking in ... - South China Morning Post