la pipa china
@ ben buckler, north bondi, sydney, australia.
photo: mauricio mar
We at eDigital, we are advocates of Content Strategy for many years. Content and personal experiences are the best way to:
- Create relationships with customers
- Be able to have a compelling argument to take our customers time.
- Optimise all our communication results. With proper content, your brand will be able to generate visits, commentary and shares as no other medium can.
Today, browsing SlideShares presentations related to Content Strategy, we found the below which can give you a basic start for your content strategy. Together London Principal, Jonathan Kahn, presentation. Article from Shelly Bowen .
Content Strategy Success in 5 steps.
You START with your business goals and objectives. TALK about these goals with your content strategist. Your content strategist will then oversee this process:
- Content Audit: This is to discover what content you already have. This is usually content that’s live online, but can cover other types of content, such as print brochures and whitepapers.
- Content Analysis: I like to call this a sniff test. Is all of this content relevant? Does it align with your current goals? Is it up to date? Also, what’s missing?
- The Plan: This is where your content strategist will collaborate with other key players — such as SEO experts, usability managers, and marketing managers — and create content recommendations for you. This may also include guidelines and a core messaging document.
- Execution: Of course, you can’t stop at #3. You need a process, schedule, and resources to make the plan happen. Your content strategist can help oversee the execution, point you to resources, and even get the content created for you.
- RESULTS! It’s important to check in regularly to ensure your content is still doing what it’s supposed to — across all platforms. If you have a content manager and a Web analyst on staff, you’re in great shape. Take these results and information learned and …
SOCIAL MEDIA STATS AUSTRALIA JAN 2014
Are your stories hitting the right medium?
1. Facebook – 13,000,000 users (+200,000)
2. YouTube – 12,400,000 UAVs (+200,000)
3. WordPress.com – 6,500,000 (+400,000)
4. Tumblr – 4,900,000 (+200,000)
5. LinkedIn – 3,300,000 (+400,000)
6. Blogspot – 3,000,000 (+100,000)
7. Twitter - 2,500,000 Active Australian Users
8. Instagram - 1,600,000 Active Australian Users
9. Snapchat - 1,070,000 Active Australian Users
10. TripAdvisor – 1,200,000 (+150,000)
11. Flickr – 810,000 (+10,000)
12. Pinterest – 440,000 (+10,000)
13. Yelp – 200,000 (+20,000)
14. MySpace – 190,000 (+10,000)
15. Reddit – 170,000 (+10,000)
16. Google Plus – approx 65,000 monthly active Australian users (+5,000)
17. StumbleUpon – 62,000 (+3,000)
18. Foursquare – 35,000 (+5,000)
19. Digg – 27,000 (+1,000)
20. Delicious – 20,000 (+2,000)
Nathan Roward keynote - Website Conversion Optimisation. 29th Jan 2014 - Mentropolitan Hotel, Sydney CBD.
What justine Sacco’s Tweet says about current digital media landscape
1. Stupidly, US readers and consumers of new media beg for stories they could feel expressions of hatred or love, even if they are coming for random people. Anything that is neutral or quiet average is not worth their attention. Would it better for them instead of plugging their heads to a digitalised feed, better experience the real world around them, the issues around their local communities and neighborhoods and be part of some positive change?
2. As a result of number 1, Digital Media Companies - such as Buzz Feed full of trolls and snitches - have created roles as boring as going through popular enterprises top executives’ personal social media accounts and find first and publish anything that might create controversy, extreme love or hatred. The more popular high profile the person is and the quickest and exclusive it is found; the better.
3. As a result of number 2, instead of Media Companies using journalism resources (people, time, contact, knowledge and technology) creating compelling stories that we consumers/readers really care about or learn from; US consumers of digital media just rant about someone’s tweet, make it a global issue and give it a Global Celebrity importance.
Was not anything really more important last Friday than that tweet from a random PR manager?
4. US citizens will have now to put up with this new ‘famous” lady Justine Sacco possibly publishing a book about how she got fired from her job OR how her random flirts, make outs and one-night stands with white men proved her HIV protected and the book to be promoted in every single book store, kmart, target and convenience store across US, OR possibly getting paid exclusive rights to document her private lifestyle via Celebrity Magazines, TV channels and who knows possibly an exclusive interview with Andrew Kaczynski. They might be able to set up a new PR news agency together!.
I can’t wait to see on Etsy, Ebay or other online retailer selling shirts saying: “Going to another job. Hope I can tweet. Just kidding. I am Justine Sacco”. with a ashamed face of a blond looking woman.
5. It demonstrates lack of loyalty and support from some US companies to talent building and retention. IAC (Justine Sacco’s employer) stated that what Justine Sacco wrote on her twitter account was not part of the companies’ values and sacked her. An employee makes mess it up in public and her company’s strategy is to blame the employee and sacked her.
Don’t companies frequently execute actions that its employees might consider them not part of their core values but still its employees - at their best - get them fixed and move on? Would it have been better for IAC to show their support to Justine Sacco mistakes/mess ups and try to find better solutions than sacking her? Possibly not, but what my gut feeling tells me is some people would think twice when having IAC as a company’s choice to work for.
I am glad some humans with better things to read and follow are not tramped into this US broken Digital Media “manure type” journalism.
As some top executive might - one day - phrase it:
“Going to Australia. Hope I do not get imprisioned. I am white, not aboriginal”
Buzz Feed: No-one has said the above. Do not get too excited.
Not sure how to optimise your brand’s Pinterest presence?
Remember that your customers who receive your email marketing campaigns will evaluate your service or products according to the perception of how nice your communication is.
This means if your communication is “average”, they will perceive your service or products are the same.
Above is an example of an e-newsletter I received today. An example of what NOT to do when doing email marketing.
- Two column layout full of text. (We’ve been saying for more than 10 years, people do not read online, they quickly scan for key information).
- No customer segmentation (seems the same e-newsletter got sent to all partners, clients, providers, etc) and no customisation (no recipient name).
- Nothing for the reader. This e-newsletter focus all the attention about them. NOTHING about information that benefits the reader.
- Not a punchy, attractive subject line and email title ( I wonder what their Average Open rate is)
- No compelling, attractive visual clues (no amazing images) You need to add images that you genuinely believe people will at least add in a Pinterest board or better share with their friends.
- No use of dot points or short punchy lines.
- No call to actions to visit the sender website. Yes, not even ONE!
- As not even a link to sender website, no evidence in Google Analytics some traffic to your site was.
If you do not really have a compelling story to tell, you better off waiting until you have one or hire a Digital Marketing Consultant to help you find an attractive, compelling and unique one.
Acquisition - Behaviour - Conversion: All your questions about your website visits can be grouped on either of these three buckets and you should be able to answer them. If not, you might need web analytics training session.
YOU NEED TO CLICK ON THE IMAGE AND THEN USE THE ZOOM MAGNIFIER TO AMPLIFY THE INFOGRAPH.
Your website does not rank! Google 200 Factors revealed!.
- Domain factors
- Page level factors
- Site level factors
- Back link factors
- User Interaction factors
- Special Algorithm rules
- Social Signals
- Brand Signals
- On-site webspam factors
- Off-page webspam factors
An interesting topic we covered today at Wharton University Marketing course I am doing this year, is choice overload and how to solve it.
To make the lecture short…it is fine if if your business offer a lot of variety as long as:
- All the variety it is organised and easy to be recognised by users.
- You offer attribute filtering visual clues/functionality for customers to easily find what they want.
- Variety brings attraction. Some interesting studies done in America that confirm this.
- Ensure when listing your products or services, users can filter products by different type of attributes. You might want to ensure the default one is the most popular attribute. Let’s say you have a bottle shop specialized in wine, you might want to organize all wine by grape type, instead of region if that’s the way people tend to choose wine. In fashion websites for example, “colour” or ‘size” attribute might a really important attribute you cannot miss.
If your marketing strategy is to reach a mass audience, it is very likely you need to have an “average” offering.
Ignore the masses! Create a product or service just for believers and once those believers buy from you, their tribes will follow.
People do not get passionate on average products.
Mauricio from eDigital listening keynote speakers at NSW Open Data Forum November 2013.
All presentations can be found here:
Shruti Shetty - Art Director & Data Science enthusiast
Shruti: Design has gone through quite a silent transformation over the years. The canvas, the technology, the aesthetics have all evolved significantly. Now more so than ever I think, design plays a very central role in tying all these changing features and packaging them for experience. Moving into the new age of the Data Economy, made me look and explore this new and next avenue that will impact design in the coming few years. This lead me to Data Science.
S: That’s correct. Traditionally data analysis and handling has taken place in the development or mathematical sense of the world. With the help of design, we translate those complex models, from texts and numbers to patterns, which we can see and understand, and in context to a collateral situation or problem. As said, an image might be as powerful as thousand words.
S: I began the studying data science, my intention was to implement this within our service pool, for our clients. The data we collect can help impact the strategy with which we can constantly improve our products or technology, given the patterns that our users or consumers display. Which in turn, gives them a better experience.
This evolution needs to be refuelled by new and more precise data, which can again be facilitated by design. In short, we use design to translate the given said data, and help grow and alter the data set, to maybe evolve into a new pattern. According to me, this agile approach would best suit this relationship, between data and design.
The Method Case: The project uses digital practices and processes to blur the lines between photography, data visualization, textile design, and computer science.
S: Ideally, gathering of that knowledge and datasets would be the first step, moving into this direction. Maintaining records and collecting them in a consistent and efficient manner. I guess with any given field, you need to have access to expertise on that subject matter. If you don’t have those skill sets in-house, you would seek those services elsewhere. Traditionally, companies have been gathering the knowledge for the datasets, but haven’t been able to implement it’s full potential, back into their businesses. For businesses that want to explore this area, there are plenty of options out there. There are independent Data Science organisations who can then collaborate and partner with other agencies, to help make use of their data. But at the same time, companies like ours - Adrenalin Media, are upscaling their skill sets to include this as part of their services, even for Small / Medium sized companies to big scale corporations.
S: I have learnt the hard way, there is no easy formula to help clean up datasets. Again, softwares like R and Python are quite versatile and can handle this process quite well. Personally I like the Google Refine programme, as it has some really nifty features such as a log of all the changes you have made to the dataset, which helps reverse back any mistakes you might have made.
S: My answer would be similar to the above.
S: Definitely! Why should all the big companies have all the fun? Sites like help visualize your personal data into a cluster of visual graphics, aggregating all your stories online, from LinkedIn, Facebook, Twitter etc. Companies and services alike, have realised the power of visualization and there are a lot of them out there empowering us to take charge of our own data footprints to chart and describe the journey, in a visual form. It also helps keep things fun and interesting for the users.
S: Interaction is such a powerful engaging tool. Data science wouldn’t exist without user interaction. It’s the basis of the records that we use. At the same time, the benefits of our insights are then used to display that information for the user to ‘interact’ with, in terms of engaging with and modifying a visual art piece or using a said service or product. The User interaction is central to the validation of the predictions that we as Data Scientists make. And design can then present this case for the user to accept or reject. In either cases, that would be fed back into the cycle, for the whole process to flow again. It’s such a powerful concept, if one thinks about it.
S: Design can be assessed aesthetically or functionally. A good design follows a balance of both. Amazon, Netflix are a few of the companies that continuously update their design based on the data and user patterns that they record. While they aren’t aesthetically prominent, they are studied to be one of the most effective use of Information Architectures. Similarly, you see startups such as Triptease, Evr.st etc. who hire data scientists, terming them as ‘Growth Hackers' to bust and crunch the numbers and deliver visually stunning outputs for their users. The recurring themes with all these projects is the agile collaborative way that the data and the design teams work together to keep their services and their presence fresh and valuable.
Infographic explaining Big Data, made by James West and published by New Scientist. It starts with the most fundamental concept which drives big data 3 Vs of Big Data and then moves on to talk about trends, features and challenges of Big Data.
- Need Design support for your data sets? Call eDigital on +61481 367 711
- Check Mauricio Escobar Mármol LinkedIn profile.
- Follow us on Facebook, Tumblr, Twitter or Google+
User experience talk by senior UX Consultant, Karen Callaghan @ General Assembly Tuesday 22th October 2013.
Get your objectives right, map your user journey, involved your content strategist and test!, test! test!
WHAT TO DO - TIP AND TRICK
Follow the below steps and you will get it done in less than a minute. Viola!
Cheers Mauricio @ eDigital.
- Join the event with your personal Facebook account using Firefox browser.
- On the event page, click on “Invite friends” box - A pop up window will appear.
- Scroll down until the end of the “Search by Name” list.
- Open Firefox Scratch pad by going to Tools menu, then Developers, then Scratchpad.
- A small window or pad should open.
- Paste the below code into the pad.
- Click on to ‘Execute” menu and then press “Run”.
- Wait around 10-20 seconds and all your friends names should be now ticked.
- Need to support promoting with your event via social media? Call Mauricio - Digital Marketing Specialist, SEO & Social Media Specialist on +61481 367 711
- Check Mauricio Escobar Mármol LinkedIn profile.
- Follow us on Facebook, Tumblr, Twitter or Google+