Using Facebook Insights to Maximize Marketing Performance
Have you been overwhelmed by the metrics and comparison tools coming out of the new Facebook insights? Are you wondering which metrics really matter?
This article will explain the three main Facebook metrics you need to be watching on a daily basis. I’ll define them, tell you why they’re important and give you concrete ways you can use them to maximize your Facebook marketing performance.
A Scientific Guide to Writing Viral Headlines
Ever since we started Buffer a little more than two years ago, people have been asking us about one very specific question: How can I write great headlines for social networks and my blog? The topic is a very tricky one as the accuracy for what works best is hard to nail down. While we have some specific techniques that we are using for our own postings and headlines every day, I thought looking at the most cutting-edge research is definitely required. So I decided to look at all the research we’ve done for the Buffer social accounts and our blog as well as the best research out there and combine this research into one comprehensive guide.
Image Courtesy of Michelle O'Connell Photography via Flickr
Let’s Talk about Digital
Digital is not really something separate. No one under the age of 20 talks about ‘digital’ anything, it is just a part of everything – communications, transport, retail, manufacturing, entertainment, education, medicine etc. So why when it comes to cultural policy, the arts and heritage sector and building its digital capacity are there separate policy areas and funding strands? As the Arts Council now move to integrate arts and museums, why not digital too? Wouldn’t it be better if instead of a digital strategy, we thought about the use of digital tools and channels simply within our wider mission and existing content, exhibition, touring, education and audience development plans? Could you even go further and start with digital?
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Why is Digital Marketing Success So Elusive?
I’ve been a digital marketer for 20 years – roughly half my life. That means I started in the early nineties. Here’s a nice digital marketing timeline if you want to see what was happening then – for example, the World Wide Web arrived in 1995. Hmmmm. I built websites with Flash when it was called “FutureSplash“, a tool that was PowerPoint on a timeline. Disney was our client and they wanted something that had never been done before. They certainly got that. Ah, the bad ole days.
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Big Museum Shows without a Museum’s Constraints
Jeffrey Deitch says his next move in the art world following his premature exit as director of Los Angeles' Museum of Contemporary Art will happen in New York City: a bid to create a “hybrid” between a museum mounting exhibitions geared to a broad general audience, and a gallery that doesn’t have to deal with the complex institutional issues that come with running a nonprofit museum.
Image courtesy of Marc Wathieu via Flickr
A Green Engagement Experiment
Some claim talking to a plant will make it grow faster and healthier. That’s the theory the Denver Museum of Nature and Science is testing with a new online campaign designed to drive people to its upcoming Mythbusters exhibition, a tie-in with the Discovery Channel’s popular TV show. The experiment, now being live streamed at talktoaplant.com, is essentially an old-fashioned split-test. Users can tweet a message to plant A and have it read aloud to it by a robot-like voice. Plant B, meanwhile, gets no robot love.
Image courtesy of Flavio via Flickr
The Benefits of Working Outside, Together
In summer 2012 London came alive with an extraordinary range of high-quality, inclusive performances taking place on high streets, in parks, on waterways and in other unusual and iconic locations − a summer like no other. ‘Showtime’, the Mayor of London’s outdoor festival, supported by Arts Council England (ACE), took centre stage, delivering over 1,000 events across the public realm, reaching over two million people and 50% of these new audiences.
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8 Keys to Creating an Emotional Connection
Fifty percent of every buying decision is driven by emotion. Which, for anyone responsible for bringing a product to market, makes a recent Forrester Research survey a concern. It reported that 89% of the respondents felt no personal connection to the brands they buy.
Simply put, the foundation of the marketing communications industry--the consumer’s emotional relationship with products--has never been more fragile.
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What Does “Recommended” Mean?
Seeking to reconcile two contradictory realities — a friend said admission was free, and a sign said admission might or might not be $25 — Ingrid Opperman stood at the entrance desk to the Metropolitan Museum of Art on a recent morning and whipped out her English-German dictionary.
“I am looking up ‘admissions,’ ” explained Ms. Opperman, 75. “I am also looking up ‘recommended.’ ” You don’t have to be from Stuttgart to feel befuddled by the Met’s entrance policy, with its signs telling you what to spend and then suggesting that you do not have to spend it.
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Integrating Social Media into Online Contests
The African Wildlife Foundation’s Annual Safari Sweepstakes promotion is as close as it gets to perfect. The design and branding is modern and mobile-optimized, visuals and call-to-action graphics are prioritized over text, and social media is integrated throughout the entire process of entering the sweepstakes. Not only by entering the contest may you win a trip of a lifetime, but by entering you can also study how the contest promotion and entry process can be applied to your own nonprofit’s contest promotions and email fundraising campaigns.
Photo courtesy of Adorenomis via Flickr
Long Distance Art? Thanks, Robot Arm
Most artists are incredibly busy, especially in a major city where art events and calendars seem to overflow each day. “If only I could be two places at the same time!” is a common lament. Alex Kiessling, a Viennese street artist, has been getting attention for figuring out a way around it. Kiessling figured out a way around this issue, at least when it comes to physical street art. With the help of satellite video feeds and industrial robots, he’s able to draw and paint in one place and have his images duplicated in completely different locations.
Photo Credit: Dirk Mathesius via Long Distance Art
The Failures of Crowdfunding
On Saturday night, the New York City Opera performed Anna Nicole, a musical work making its American premiere. Anna Nicole was the first production of the company’s season, and it received good reviews. It is also, however, likely the opera company’s final production, ever. The opera company’s closing is a tragedy by itself — the death of an egalitarian institution in profoundly un-egalitarian times. But for those interested in the culture enabled by and built around the Internet, the company’s story also exemplifies the failures of Kickstarter.
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Digital Innovation In the Arts Must be About the Art
I used to think that policy was not real life – that it was the stuff of jargon-filled documents thrust down from ivory towers. But then I noticed an interesting change, and one that was especially clear in the area of digital innovation in the arts. I noticed that it was no longer the wonks who held the lead in the policy conversation; it was the practitioners.
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Brands, it’s Time to Get Moving
Despite our continued homage to the almighty 30-second spot and the much heralded promise of the virtual and digital realm, as Marvin Gaye sang in his 1968 hit “Ain’t nothing like the real thing.” The greatest irony in advertising is that despite continued heavy media investments, branding doesn’t simply occur by staring at the TV or surfing the web. It happens best in the tangible interactions of authentic human experiences.
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What’s the Point of Creativity?
Creativity and innovation are hot topics these days, and they are being studied more frequently and intensely. The attention is good, but too often creativity is studied and written about without examining context. Why would we want to be more creative? Why bother fostering the conditions for creativity? Why dim the lights, adjust the volume, and get drunk? What’s the purpose of it all?
Photo courtesy of gnuckx via Flickr