Monthly Archives: October 2019
In this new, short video on Hero Academy Hanapin’s Senior Project Manager, Lauren Rosner, will further explain why naming conventions matter and break down some of the best ways to set it up.
Read more at PPCHero.com
After the onstage presentation at Made by Google 2019, we got our hands on a Pixel 4. In this video, you can watch us do a quick run-through of the major new features — like Motion Sense, which provides gesture controls that don’t require you to touch your phone, and improved Night Sight, which allows you to take high-quality photos in dark environments.
The Pixel 4 will start shipping on October 24, with a starting price of $ 799.
Every business wants as much customer feedback as possible. That’s why we obsessively measure NPS (which barely has any statistical validity) and run surveys (which, in addition to being biased by definition, can negatively impact customer experience) like it’s the end of the world.
But the feedback we really want is different. It’s genuine, quick and easy to get, and structured enough so we can analyze it effectively. That’s where social listening, or social media monitoring, comes in.
Social listening is the process of monitoring mentions of keywords (for example, a brand name) or key phrases across social media and the Internet at large. Think of it as a way to measure people’s awareness of any subject – and their opinion on it – without having to ask questions.
More and more companies are adopting social media monitoring every year, and social listening tools are also evolving quickly. Even though they’re called social media monitoring tools, many apps go beyond social media and monitor the web at large. Finally, they analyze the data in order to provide you with insights you can learn from and act on.
In this post, we’ll look at the best social media monitoring tools you can use in 2020.
Awario is one of the best options in terms of bang for the buck. With pricing starting at $ 29/month, it comes equipped with many features of Enterprise-geared tools: sentiment analysis, topic clouds, Boolean search, and more.
In terms of coverage, Awario monitors Twitter, Facebook, Instagram, YouTube, Reddit, news and blogs, and the rest of the web. Let’s look at what makes Awario stand out.
Awario lets users measure dozens of social listening metrics, such as sentiment, reach, share of voice, key themes, top countries, and more. On top of that, you can use the tool to identify your biggest influencers and compare several brands side-by-side against crucial metrics for benchmarking and competitor analysis.
Boolean search isn’t for every brand. If your company name isn’t a common or ambiguous word (think Apple or Tesla), you’ll be just fine by simply feeding your brand name to the tool.
However, social listening has plenty of benefits beyond brand monitoring: from lead generation and PR, to doing research for your content strategy, this is where Boolean search comes in handy. It’s an advanced search mode that uses Boolean logic, letting you create flexible queries of any complexity to make sure you only get relevant results, whatever your use case may be.
Awario offers a free 7-day trial. Pricing starts at $ 29/mo for the Starter plan (with 3 topics to monitor and 30,000 mentions/mo) and goes up to $ 299/mo for Enterprise.
Although TweetDeck isn’t a specialized social media monitoring tool, it definitely deserves a place on this list.
First of all, TweetDeck is free. Second, it lets you run Twitter searches using its powerful filters. And third, it combines the search functionality with everything else you’ll need to manage your Twitter presence.
Monitoring and scheduling in one tool
TweetDeck lets you schedule tweets, manage your DMs, and track mentions of your company on the network. You can set up as many searches as you need and reply to tweets right from the dashboard by connecting your Twitter account to the app.
Customizable column layout
Another great thing about TweetDeck is its column layout where you get to choose what each column shows. For instance, you could have your Twitter feed in one column, your DMs in another, and your social listening search in yet another one.
TweetDeck is free.
Talkwalker is an excellent social listening tool for digital agencies. The software collects the latest mentions of your brand and offers detailed analytics on your social media presence.
The tool’s social media coverage is pretty impressive, on top of Twitter, Facebook, Instagram, and YouTube, the platform also monitors Flickr and Pinterest.
In addition to monitoring mentions, Talkwalker will give you insights on people who mention you, including your audience’s gender, age, interests, and geography.
Talkwalker’s Enterprise plan offers an ability to monitor images and videos, this way you’ll be notified whenever your logo appears in an Instagram photo or YouTube video.
Pricing starts at $ 9,600/year for 10,000 mentions/mo.
Mention is a social media tool that’s primarily geared towards agencies and big brands, although they do offer plans for smaller businesses. Mention’s focus is on real-time monitoring – if you sign up and create an alert, you’ll only see mentions from the last 24 hours. Historical data is available under custom plans.
For businesses that like to have their analytics in one place, Mention offers API access, letting you integrate it into your own tools. If you’re not into coding, Mention offers an integration with Zapier, letting you automatically send mentions to a Google Spreadsheet, set up Slack notifications, and more.
In addition to social media monitoring, Mention lets you search for industry influencers across Twitter and Instagram; on top of that, it finds influential websites that you can partner with or guest post on.
Mention’s pricing starts at $ 29/mo for its basic Solo plan, which lets you monitor one topic. For bigger brands, the app offers custom plans which start at $ 600/mo.
That’s our list of the best social media monitoring tools for the coming year. Each of them has its own unique pros, so I do hope you’ve found one that’s a perfect fit for your use case and budget.
This is a sponsored post from Awario. Awario is a social listening and analytics platform trusted by over 5,000 companies worldwide. The tool gives brands access to meaningful insights on their customers, industry, and competitors through real-time social media and web monitoring. Awario monitors social media networks, news websites, blogs, and the rest of the web in real time, crawling over 13 billion pages daily to ensure you never miss important conversations that spark out online.
The post Top four social listening tools for 2020 and why they’re great appeared first on Search Engine Watch.
At The Transformation of Search Summit next month, we’ll be hearing from a panel on “Embarking on Search Transformation Projects.” One of those panelists will be Siddharth Taparia, SVP and Head of Strategic Transformation and Partner Marketing at SAP.
Siddharth has grown his career in marketing at various companies, including spending the past 11 years at SAP.
For many search marketers, embarking on search transformation projects can seem daunting and unclear. Siddharth’s expertise lies in leading marketing transformation efforts, and he’ll share insights on what’s he’s learned along the way.
Tell us a bit about your role at SAP?
I serve as head of SAP Global Partner Ecosystem and SME Marketing. In this role, I oversee SAP’s entire global partner ecosystem – with nearly 20,000 partners – including companies like Google, Microsoft, Amazon Web Services and Deloitte. We also market to the invaluable small and midsize space. My team is responsible for providing excellent support and resources for existing partners and helping to grow the network with new partners.
What are your key priorities over the next twelve months?
My key priorities over the next 12 months will include supporting SAP revenue and growth aspirations through innovative partner marketing, communications, and enablement. We will continue to be laser-focused on creating great partner experiences, extending the company’s reach to more customers, and driving SAP brand value.
What is your biggest challenge in achieving those?
Our biggest challenge is to make sure that we stay focused and look at the big picture. We are a large team within a large, global company. The path to success comprises many components that must come together in a cohesive manner.
What’s your advice to others who may be facing similar challenges?
As with many areas in life, communication and collaboration is key. Everyone on the team needs to be on the same page when it comes to understanding the plan, the strategy, and the goals. More importantly, the communication has to be a two-way street. It is vital to establish a culture in which people feel comfortable asking questions and providing feedback.
What’s an interesting trend you’re seeing in the market right now?
It is interesting to see the growth of AI and how it is becoming more and more sophisticated. AI is providing unprecedented personalization, which makes for memorable customer experiences. When it comes to search specifically, AI is helping to make it easier to find the information you need faster and with more accuracy than ever before.
How do you expect it will change in the next 6-12 months?
The rate at which AI is evolving is truly astronomical. By its very nature, AI gets better with time. With more data and new algorithms over the next several months, accuracy will continue to improve and forecasting and anticipating customer needs will become even more precise.
Tell us a bit about your session at the Search Summit?
I am excited to be a part of the panel discussion, “Embarking on a Search Transformation Project.” It is crucial for companies to not only incorporate search into their overall martech strategy; they must continue to evolve their search strategy to include new search technology. Search needs to be a core part of every marketing strategy and tactics.
What are you looking forward to most at the Summit?
I enjoyed being a part of the Summit as the keynote speaker last year, and I am looking forward to sharing ideas around the fascinating topic of search. Search is such an important topic to all industries, and the Summit will provide an excellent opportunity to learn about the latest developments within this field.
What’s one of your favorite search technologies and why?
I have been following the development of voice search for quite some time now. It is my favorite search technology because it has come so far in such a short amount of time. Additionally, it’s an engaging, convenient, and fun way to obtain information!
What’s something you do every day that helps you be more successful or productive?
I am a voracious reader. Every time I take a break from a meeting or a call I try to read something new or interesting that expands my horizons. I also love to learn new things — so whenever I am in a meeting I often have a lot of questions.
Thanks Siddharth for the insights, and looking forward to learning more at the event.
Hope to see you all there!
The post Search transformation projects: Q&A with SAP’s Siddharth Taparia appeared first on Search Engine Watch.
Permitting falsehood in political advertising would work if we had a model democracy, but we don’t. Not only are candidates dishonest, but voters aren’t educated, and the media isn’t objective. And now, hyperlinks turn lies into donations and donations into louder lies. The checks don’t balance. What we face is a self-reinforcing disinformation dystopia.
That’s why if Facebook, Twitter, Snapchat and YouTube don’t want to be the arbiters of truth in campaign ads, they should stop selling them. If they can’t be distributed safely, they shouldn’t be distributed at all.
No one wants historically untrustworthy social networks becoming the honesty police, deciding what’s factual enough to fly. But the alternative of allowing deception to run rampant is unacceptable. Until voter-elected officials can implement reasonable policies to preserve truth in campaign ads, the tech giants should go a step further and refuse to run them.
This problem came to a head recently when Facebook formalized its policy of allowing politicians to lie in ads and refusing to send their claims to third-party fact-checkers. “We don’t believe, however, that it’s an appropriate role for us to referee political debates and prevent a politician’s speech from reaching its audience and being subject to public debate and scrutiny” Facebook’s VP of policy Nick Clegg wrote.
The Trump campaign was already running ads with false claims about Democrats trying to repeal the Second Amendment and weeks-long scams about a “midnight deadline” for a contest to win the one-millionth MAGA hat.
After the announcement, Trump’s campaign began running ads smearing potential opponent Joe Biden with widely debunked claims about his relationship with Ukraine. Facebook, YouTube and Twitter refused to remove the ad when asked by Biden.
In response to the policy, Elizabeth Warren is running ads claiming Facebook CEO Mark Zuckerberg endorses Trump because it’s allowing his campaign lies. She’s continued to press Facebook on the issue, asking “you can be in the disinformation-for-profit business, or you can hold yourself to some standards.”
We intentionally made a Facebook ad with false claims and submitted it to Facebook’s ad platform to see if it’d be approved. It got approved quickly and the ad is now running on Facebook. Take a look: pic.twitter.com/7NQyThWHgO
— Elizabeth Warren (@ewarren) October 12, 2019
It’s easy to imagine campaign ads escalating into an arms race of dishonesty.
Campaigns could advertise increasingly untrue and defamatory claims about each other tied to urgent calls for donations. Once all sides are complicit in the misinformation, lying loses its stigma, becomes the status quo, and ceases to have consequences. Otherwise, whichever campaign misleads more aggressively will have an edge.
“In open democracies, voters rightly believe that, as a general rule, they should be able to judge what politicians say themselves.” Facebook’s Clegg writes.
But as is emblematic of Facebook’s past mistakes, it’s putting too much idealistic faith in society. If all voters were well educated and we weren’t surrounded by hyperpartisan media from Fox News to far-left Facebook Pages, maybe this hands-off approach might work. But in reality, juicy lies spread further than boring truths, and plenty of “news” outlets are financially incentivized to share sensationalism and whatever keeps their team in power.
Protecting the electorate should fall to legislators. But incumbents have few reasons to change the rules that got them their jobs. The FCC already has truth in advertising policies, but exempts campaign ads and a judge struck down a law mandating accuracy.
Granted, there have always been dishonest candidates, uninformed voters, and one-sided news outlets. But it’s all gotten worse. We’re in a post-truth era now where the spoils won through deceptive demagoguery are clear. Cable news and digitally native publications have turned distortion of facts into a huge business.
Most critically, targeted social network advertising combined with donation links create a perpetual misinformation machine. Politicians can target vulnerable demographics with frightening lies, then say only their financial contribution will let the candidate save them. A few clicks later and the candidate has the cash to buy more ads, amplifying more untruths and raising even more money. Without the friction of having to pick up the phone, mail a letter, or even type in a URL like TV ads request, the feedback loop is shorter and things spiral out of control.
Many countries including the UK, Ireland, and the EU ban or heavily restrict TV campaign ads. There’s plenty of precedent for policies keeping candidates’ money out of the most powerful communication mediums.
Campaign commercials on US television might need additional regulation as well. However, the lack of direct connections to donate buttons, microtargeting, and rapid variable testing weaken their potential for abuse. Individual networks can refuse ads for containing falsehoods as CNN recently did without the same backlash over bias that an entity as powerful as Facebook receives.
This is why the social networks should halt sales of political campaign ads now. They’re the one set of stakeholders with flexibility and that could make a united decision. You’ll never get all the politicians and media to be honest, or the public to understand, but just a few companies could set a policy that would protect democracy from the world’s . And they could do it without having to pick sides or make questionable decisions on a case-by-case basis. Just block them all from all candidates.
Facebook wrote in response to Biden’s request to block the Trump ads that “Our approach is grounded in Facebook’s fundamental belief in free expression, respect for the democratic process, and the belief that, in mature democracies with a free press, political speech is already arguably the most scrutinized speech there is.”
But banning campaign ads would still leave room for open political expression that’s subject to public scrutiny. Social networks should continue to let politicians say what they want to their own followers, barring calls for violence. Tech giants can offer a degree of freedom of speech, just not freedom of reach. Whoever wants to listen can, but they shouldn’t be able to jam misinformation into the feeds of the unsuspecting.
If the tech giants want to stop short of completely banning campaign ads, they could introduce a format designed to minimize misinformation. Politicians could be allowed to simply promote themselves with a set of stock messages, but without the option to make claims about themselves or their opponents.
Campaign ads aren’t a huge revenue driver for social apps, nor are they a high-margin business nowadays. The Trump and Clinton campaigns spent only a combined $ 81 million on 2016 election ads, a fraction of Facebook’s $ 27 billion in revenue that year. $ 284 million was spent in total on 2018 midterm election ads versus Facebook’s $ 55 billion in revenue last year, says Tech For Campaigns. Zuckerberg even said that Facebook will lose money selling political ads because of all the moderators it hires to weed out election interference by foreign parties.
Surely, there would be some unfortunate repercussions from blocking campaign ads. New candidates in local to national elections would lose a tool for reducing the lead of incumbents, some of which have already benefited from years of advertising. Some campaign ads might be pushed “underground” where they’re not properly labeled, though the major spenders could be kept under watch.
If the social apps can still offer free expression through candidates’ own accounts, aren’t reliant on politicians’ cash to survive, won’t police specific lies in their promos, and would rather let the government regulate the situation, then they should respectfully decline to sell campaign advertising. Following the law isn’t enough until the laws adapt. This will be an ongoing issue through the 2020 election, and leaving the floodgates open is irresponsible.
If a game is dangerous, you don’t eliminate the referee. You stop playing until you can play safe.
There’s a strategic cost to the defection of Visa, Stripe, eBay, and more from the Facebook -led cryptocurrency Libra Association . They’re not just names dropping off a list. Each potentially made Libra more useful, ubiquitous, or reputable. Now they could become obstacles to the token’s launch or growth.
Fearing regulators’ inquiries not just into their Libra involvement but the rest of their businesses, these companies are pulling out at least for now. None had made precise commitments to integrating Libra into their products, and they’ve said they could still get involved later. But their exit clouds the project’s future and leaves Facebook to absorb more of the blowback.
Here’s what each of the departing Libra Association members brought to the table and how they could spawn new challenges for the cryptocurrency:
With one of most widely-accepted payment methods, Visa could have helped make Libra universally spendable. It’s also one of the most prestigious names in finance, lending deep credibility to the project. Visa’s departure leaves Libra looking more like tech companies barging into payments, conjuring fears of their move fast, break things approach that could cause financial ruin if Libra runs into problems. It also could leave Libra with a much weaker presence in brick-and-mortar shops. No one will want to own a cryptocurrency that doesn’t appreciate in value and can’t be easily spent.
The involvement of MasterCard alongside Visa made Libra look like the incumbents adapting to modern technologies. This made it less threatening, and gave cryptocurrency an air of inevitability. MasterCard would have also brought an even wider network of locations where Libra could one day be used for payment. Now MasterCard and Visa might actively work against Libra to prevent their payment methods being made obsolete by Libra and its elimination of transaction fees through the blockchain. Two of Libras biggest allies could become its biggest foes.
Facebook has repeatedly told regulators that its Calibra app plus integrations into Messenger and WhatsApp would not be the only Libra wallets, pointing to PayPal . Facebook’s head of Libra David Marcus told Congress when asked about the social network’s outsized power to exploit Libra through its own Calibra wallet that “you have companies like PayPal and others that will, of course, collaborate, but [also] compete with us”. Now Facebook won’t have a scaled payment method it doesn’t own to point to as a likely alternative for people who don’t want to trust Facebook’s Calibra, Messenger, or WhatsApp to be their Libra wallet. The Libra Association also loses PayPal’s enormous network of online merchants that accept it, plus the inroad to integration into its peer-to-peer payback app Venmo. PayPal convinced the mainstream public to trust online payments — the exact kind of trust Facebook desperately needs. The fact that Marcus was also the former president of PayPal but couldn’t keep it in the association raises concerns about the group’s coalition-building prowess.
Stripe’s enormous popularity with ecommerce vendors made it a valuable Libra Association member. Together with PayPal, Stripe facilitates a huge portion of online transactions outside of China. Its ease of integration made it a top pick for developers Facebook surely hoped would build atop Libra. Stripe’s exit destroys a critical bridge to the fintech startup ecosystem that could have helped institutionalize Libra. Now the association will have to work on engineering payment widgets from scratch without Stripe’s assistance, which could slow adoption if it ever launches.
There’s a clear reason all these payment processors bailed. Senators Brian Schatz (D-HI) and Sherrod Brown (D-OH) wrote a letter to Visa, MasterCard, and Stripe’s CEOs this week explaining that “If you take this on, you can expect a high level of scrutiny from regulators not only on Libra-related activities, but on all payment activities.”
As one of the longest standing ecommerce companies, eBay bolstered beliefs that Libra could be used to power transactions between untrusted strangers without a costly middleman. It might have also put Libra into practice on one of the top western online marketplaces outside of Amazon. Without destinations like eBay onboard, average netizens will have fewer opportunities to be exposed to Libra’s potential to eliminate transaction fees.
One of the lesser-known Libra Association members, Mercado Pago helps merchants receive payments via email or in installments. The idea of connecting financially underserved populations has been core to Facebook’s pitch for why Libra should exist. The Libra Association has been light on the details of how exactly it serves this demographic, relying on the inclusion of partners like Mercado Pago to help it figure this out later. Mercado Pago’s departure leaves Libra looking more like a financial power grab rather than a tool to assist the disadvantaged.
On Monday, the remaining Libra Association members will meet to finalize the initial member list, elect a board, and create a charter to govern the project. This forced the hands of the companies above, who had their last chance to depart this week before being pulled deeper into Libra.
Who’s left includes venture capital firms, ride sharing companies, non-profits, and cryptocurrency companies. They are less tied up with the status quo of payment processing, and therefore had less to lose. The blockchain-specific companies were likely hoping to piggyback on financial giants like Visa to get Libra approved and create more legitimacy for their industry as a whole.
These partners could help fund an ecosystem of Libra developers, create daily use cases, spread the system in the developing world, and push for alliances between Libra and cryptocurrency players. Facebook will need to fight to keep them aboard if it wants to avoid Libra looking like a unilateral disruption of the economy.
For Libra to actually launch, Facebook needs to make serious concessions and divert from its initial vision. Otherwise if it continues to butt heads with regulators, more members could flee. One option floated by Libra Association member Andreessen Horowitz’s a16z Crypto partner Chris Dixon was for Libra to be denominated in US dollars instead of a basket of international currencies. That might lessen fears that Libra intends to compete directly with the dollar.
It’s become apparent that Facebook will not get its ideal cryptocurrency out the door. This is the brand tax of 100 scandals coming back to bite it. Now the best it can hope for is to get even a watered-down version launched, prove it can actually help the underbanked, and then hope to convince regulators it’s well-intentioned.
Solve Attribution Woes: Adjust Your Settings & Expectations for a More Comprehensive Marketing Strategy
Align your marketing settings to report on true conversion sources through the use of conversion windows, platform attribution & the customer journey.
Read more at PPCHero.com
Digital media holding company IAC has taken the next step toward spinning off Match Group, with a proposal outlining what that process would look like.
Match Group (which owns Tinder, PlentOfFish, OkCupid, Hinge and of course Match itself) is already a publicly traded company, but IAC remains the majority owner. With the spin-off, IAC says it should distribute its Match Group shares to IAC stockholders, “resulting in two independent public companies.”
“Today IAC proposed an important first step in the separation of Match Group from IAC,” said IAC CEO Joey Levin in a statement. “IAC is confident that the proposal communicated to the Match Group special committee provides strong footing for Match Group to begin its journey as a thriving, independent company.”
Under the proposal (which IAC says still needs to be approved by its board of directors, as well as the aforementioned special committee, as well as stockholders), Match Group’s dual-class stock structure would be eliminated, creating a single class of stock.
The company said in August that it was exploring spin-offs of both Match Group and ANGI Homeservices.
In his statement today, Levin said, “As it relates to evaluating our ownership stake in ANGI Homeservices, we don’t currently expect to turn our attention to the question of a spin-off until a Match Group transaction has been completed.”
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