Author Archives: Jon Woods

Does Your Marketing Mix Have Enough Ingredients?

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Too often in marketing organizations a small number of tactics receives a disproportionate amount of attention. Whether it’s one or two social media platforms, email, or sales engagement, a number of factors including internal pressures and associate skill levels can influence where time is spent. Stepping back to make sure all you’re evaluating all available marketing tactics and including the right ones will need to long-term success.

Email Marketing

MediaPost: Are They Kidding? Survey Shows Small Businesses Prefer Social Over Email
The author of this column oversells the value of email a bit but his point about it being an extremely important part of the marketing mix is 100% correct. As we mentioned above, each of these individual tactics can drive results for your business even with limited budget and bandwidth. Read more after the jump…

Stop stalling and create a Snapchat strategy

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Snapchat’s growth has finally slowed and Instagram continues to add features that mimic some of the platform’s most engaging features. But a huge opportunity still exists for marketers willing to create the right kind of content. Snapchat isn’t right for every brand, but if your audience includes anyone under the age of forty you’re missing out on reaching a significant percentage of them on this platform.

Snapchat

Mashable: Snapchat’s new ‘limitless’ snaps will change everything
Instagram and Facebook (among others) have made a living (well, an even better living) ripping off Snapchat, so it only makes sense that Snapchat should attempt to improve on Boomerang, a looping video feature on Instagram. An update to Snapchat released this week brings those looping videos along with “limitless” snaps, emoji doodling and a “magic eraser” tool to the app. The “play forever” option for videos creates a tool very similar to Instagram’s Boomerangs and shows Snapchat isn’t going to take the copycatting lying down. Read more after the jump…

The Why of Video Shares

On both my professional and personal lives, I come across and consume a lot of online video. Memes, news stories, sports and so on. As a marketer I sit in dozens of brainstorms each month with companies on varying ends of the video spectrum. Many have barely dipped a wary toe in the water while a small few are testing, learning and refining in exciting ways.

This week came across on old AdWeek interview with video guru David Droga that caught my attention. Having moved from traditional TV spots to a digital focus, Droga speaks the language of marketing/PR (i.e., obsessed with telling a compelling narrative) but has the creative expertise of how to break down the differences between each medium. He poses strong questions, serving as direction for creatives who are embarking on the digital video journey. When it comes to digital video content, Droga asks “Why would [consumers] share it?” and “What is the content asking, instead of telling?”

Read more after the jump…

Improve your Facebook Audience creation with more advanced matching

You may have been using website pixels and email lists to create custom audiences for Facebook advertising for a while now but did you know that you can drastically increase your match rate by using multiple identifiers beyond just their email address?

Gather up your customer data and see how robust of a Facebook audience you can create and then use them as an advertising group who is familiar, and likely to engage with, your messages.

Data type Column header Description and formatting guidelines Examples
Email email We accept up to 3 separate email address columns in US and international formats.
  • username@hotmail.co.uk
  • your.name@gmail.com
  • myname@yahoo.com
Phone Number phone Phone numbers must include a country code to be used for matching. For example, a 1 must precede a phone number in the United States. We accept up to 3 phone numbers as separate columns, with or without punctuation.

Important: Always include the country code as part of your customer’s phone numbers, even if all of your data is from the same country.

  • 1-234-567-8910
  • 12345678910
  • +44 844 412 4653
First Name fn We accept first name and first name initial, with or without accents. Initials can be provided with or without a period.
  • John
  • F.
  • Émilie
Last Name ln We accept full last names with or without accents.
  • Smith
  • Sørensen
  • Jacobs-Anderson
City ct We accept full city names as they normally appear.
  • Paris
  • London
  • New York
State/Province st We accept full names of US and international states and provinces, as well as the abbreviated versions of US states.
  • AZ
  • California
  • Normandy
Country country Country must be provided as an ISO two-letter country code.

Important: Always include your customers’ countries in their own column in your file, even if all of your data is from the same country. Because we match on a global scale, this simple step helps us match as many people as possible from your customer list.

  • FR
  • US
  • GB
Date of Birth dob We support 18 different date formats to accommodate a range of month, day and year combinations, with or without punctuation.
  • MM-DD-YYYY
  • MM/DD/YYYY
  • MMDDYYYY
  • DD-MM-YYYY
  • DD/MM/YYYY
  • DDMMYYYY
  • YYYY-MM-DD
  • YYYY/MM/DD
  • YYYYMMDD
  • MM-DD-YY
  • MM/DD/YY
  • MMDDYY
  • DD-MM-YY
  • DD/MM/YY
  • DDMMYY
  • YY-MM-DD
  • YY/MM/DD
Year of Birth doby We accept year of birth as a 4- digit number, YYYY. 1986
Age age We accept age as a numerical value.
  • 65
  • 42
  • 21
Zip/Postal Code zip We accept US and international zip and postal codes. US zip codes may include a 4-digit extension as long as they are separated by a hyphen. The extention is not required and will not further improve match rate.
  • W11 2BQ
  • 94104-1207
  • 94104
Gender gen We accept an initial to indicate gender.
  • M
  • F
Mobile Advertiser ID madid We support 2 types of mobile advertiser IDs: Android’s Advertising ID (AAID), which Google provides as part of Android advertising, and Apple’s Advertising Identifier (IDFA), which Apple provides as part of iOS in its ads framework.
  • AECE52E7-03EE-455A-B3C4-E57283966239
  • BEBE52E7-03EE-455A-B3C4-E57283966239
Facebook App User ID uid An ID corresponding to someone who uses an app that can be retrieved through the Facebook SDK. We support numerical user IDs associated with your facebook application.
  • 1234567890
  • 1443637309

The Importance of Auditing Your Content

More and more time, money and resources are being put around the generation of branded content. Social media, blogs, public relations… all of it requires hiContent Creationgh quality content to get the attention of the consumer.

Many brands are still struggling to measure the success of their content and iterate on previous executions. However, just like most marketing tactics, content can be measured using a data-driven mindset.

Read more after the jump…

Your audience is much more than your Likes and comments

When working with clients to differentiate their social media platforms we like to focus on creating a unique “voice” and identifying the different types of content for each platform that the brand/business may be active on. The strategic concept is only posting the type(s) of content that fits each platform and speaks to the audience who spends the most time on a specific platform – which will help the brand’s individual platforms grow much faster than otherwise. But often this can be much harder to execute day in and day out than resources allow.

Read more after the jump…

Using Facebook Content Remarketing to Tell a Story

GroundFloor Media Culture VideoWhile the ability to create Facebook audiences based on whether or not, and how long, they have engaged with content that you have already posted to your Facebook Page has existed for some users for quite a while, it only rolled out to all brands in the last few months. The functionality allows marketers to target users based on the amount of time they have viewed a video that had been previously posted.

Read more after the jump…

Weekly Reads – Allow Your Employees to be Your Brand Ambassadors

GroundFloor Media made Outside Magazine's Best Place to Work list for the fifth straight time in 2016.

GroundFloor Media made Outside Magazine’s Best Place to Work list for the fifth straight time in 2016.

It may seem like social media is now completely engrained in our personal and work lives but the reality is the communication method is still very new. Many companies, especially those with large, complex organizations, are still trying to figure out when, how and if their employees should be using social during work. However, some have realized the power of turning employees into megaphones for the brands and are reaping the benefits.

Culture

5280: Outside Magazine Really Loves Colorado Businesses

We’re honored and proud that our sister agency, GroundFloor Media, ranked second among a whopping 36 Colorado companies to be named to Outside Magazine’s 100 Best Places to Work list. Congrats to all of the great companies who made the list!

Read more after the jump…

When other social platforms zigged, Vine zagged

Vine logoLate last week news came out of nowhere that Twitter was shutting down Vine, their looping, 6-second video platform that launched in early 2013.

The company said it would not delete any Vines that have been posted — for now, anyway. “We value you, your Vines, and are going to do this the right way,” the company said in a Medium post. “You’ll be able to access and download your Vines. We’ll be keeping the website online because we think it’s important to still be able to watch all the incredible Vines that have been made.”

Read more after the jump…

National Geographic CEO on Social Media

Poll the CenterTable team members on their favorite brands and publishers on social media and National Geographic (and NASA!) will come up near the top of many lists. Yes, National Geographic has a wealth of vivid imagery and interesting stories to share but they do it in a unique way that keeps followers around and engaging.

This Digiday interview with CEO Declan Moore provided some interesting insight into just how they approach it. Below are some of our favorite takeaways.

Read more after the jump…