Digital Tax, Draghi: “L’UE proceda entro metà 2021”
Il presidente del Consiglio Mario Draghi si è detto fiducioso per una soluzione internazionale sulla web tax entro metà del 2021, magari in collaborazione con gli USA. Nel suo discorso al Senato, infatti, Draghi ha dichiarato che “il Consiglio europeo debba procedere verso una soluzione globale e consensuale sulla tassazione digitale internazionale entro metà 2021 nell’ambito dell’Ocse, e credo sia un apporto possibile grazie alla collaborazione con la nuova Amministrazione statunitense”.
Chrome: HTTPS predefinito per gli URL
A nonprofit finds volunteers with the new Google Analytics
In the United States, almost half of our food supply is wasted. That’s enough to feed everyone who experiences food insecurity four times over. “In a lot of ways hunger is not a supply problem, it’s a distribution problem,” says Leah Lizarondo, cofounder and CEO of 412 Food Rescue, a Pittsburgh-based nonprofit organization seeking to close the gap between food surplus and food scarcity.
In order to successfully achieve their mission to reduce hunger by redirecting surplus food to people experiencing food insecurity, Leah and her team need to recruit volunteers to download the Food Rescue Hero app and complete a local food pickup and delivery, becoming what they call “Food Rescue Heroes.” As a growing nonprofit organization, 412 Food Rescue has limited resources, though, and relies on technology to save time and invest in the right places.
A cross-platform understanding of volunteers
Historically, measurement across 412 Food Rescue’s digital touchpoints had been a challenge for the nonprofit. Key data was siloed between their website and app, making it time intensive to get a complete understanding of how people were engaging with the organization online. With help from their digital analytics partner Bounteous, 412 Food Rescue turned to the new Google Analytics.
The new Google Analytics allows us to look at our data across platforms — web and app — to understand the full journey of our users. We’ve been able to cut our reporting time by 50%.
With that time savings, the team at 412 Food Rescue has been able to improve their marketing and focus on engaging more volunteers in the community.
“In order to recruit more volunteers, we needed to know where people were learning about 412 Food Rescue,” Swaney says. With a view of user engagement across platforms and devices, 412 Food Rescue was able to easily discern where the majority of its volunteers discover the organization, and what their typical journey is to get started. The team was able to see that new users are most likely to accept a Food Rescue and become volunteers within 48 hours of downloading the app. As a result, they adjusted their social media campaigns to drive app downloads on Mondays and Tuesdays, when most Food Rescues are typically posted in the app. By facilitating Food Rescues that users can immediately act on upon downloading the app, 412 Food Rescue was able to improve the user journey and convert more users to volunteers.
Automated insights introduce a new set of learnings
With automated insights generated through machine learning, 412 Food Rescue has been able to save time analyzing data and spend more time taking action. They learned, for example, that there was a dip in volunteer engagement on weekends, an insight that had gone unnoticed. Because they had been proactively alerted to the change in Analytics, they were able to quickly respond by increasing their marketing efforts on weekends to boost engagement and address the demand for local deliveries on those days.
Greater impact despite limited resources
Even without a dedicated analytics team, 412 Food Rescue is able to easily get a deep understanding of their data and use it to shift their marketing strategy, grow their network of Food Rescue Heroes, and secure further investment to ultimately expand to more cities and achieve their mission to end food waste and hunger.
Get started with the new Google Analytics today.
Sustainable Monetized Websites: A new video series
The new series Sustainable Monetized Websites is now available on the Google AdSense YouTube channel.
If you create, manage or monetize online content, you’ll find these videos a handy resource for latest policies and best practices in areas like navigation, user-generated content, unique and original content and more.
Keep an eye out for more videos in the coming weeks, as my two alter-ego co hosts and I cover topics like Search Console — and even explain how to use the Publisher Policy center and Site Kit to improve your online presence.
Although you might think that the organic and monetized worlds are very different, the truth is, no matter who you are, everything can be distilled into this mantra: Focus on your users: create great content.
During a challenging year, we’ve been creative in sharing these best practices while staying safe. By turning our homes into film sets, we’ve been able to keep creating content to help you get the most out of the web.
We’re really looking forward to continuing to bring you information and best practices on policy topics this year, and hope you enjoy this series as much as we’ve enjoyed making it from my very own home studio.
realme 8 Pro: 108 megapixel e timelapse notturni davvero alla portata di tutti
Huawei Mate 40 Pro, il top di gamma in offerta su Amazon
Amazon ha lanciato ufficialmente le Offerte di Primavera e tra i grandi protagonisti di questo eventi carico di sconti c’è anche il colosso cinese Huawei, che propone uno dei suoi migliori smartphone ad un prezzo mai visto prima. Stiamo parlando di Huawei Mate 40 Pro 5G, tra i dispositivi più potenti in commercio, proposto per i prossimi giorni con uno sconto del 20% nelle due colorazioni disponibili in Italia, Nero e Argento.
realme 8 Pro è già in pre-ordine su Amazon
realme ha presentato oggi il nuovo smartphone destinato a conquistare il Mondo: realme 8 Pro, il primo dispositivo dell’azienda con fotocamera principale con sensore da 108 MP e un prezzo davvero allettante.
A subscriptions lab for European publishers
As more news outlets turn to online subscriptions to make money from their digital content, we’re working with publishers to strengthen their capabilities and grow reader revenue. That’s why we’re kicking off the second edition of the Google News Initiative Subscriptions Lab program in Europe, developed in partnership with FT Strategies and the International News Media Association (INMA).
The Lab is an eight-month program designed to strengthen and accelerate growth of a publisher’s subscription business and help them develop new monetization strategies. It will focus on every step of the process, from how readers discover news content to how publishers convert those readers into subscribers and retain them over the long term.
The Subscriptions Lab is a part of the Google News Initiative’s Digital Growth Programme, which was created to provide European news publishers with training and other resources to grow their digital business.
Building on the success of last year’s edition, the 2021 program attracted more than 50 applicants from 22 European countries. The eight publishers who have been selected, following a rigorous selection process, are:
- The Courier (DC Thomson Media), United Kingdom
- Denik (Vltava Labe Media), Czech Republic
- Irish Independent (Independent News & Media), Ireland
- Le Journal du Dimanche (Lagardère Media News), France
- OÖNachrichten (Wimmer Medien), Austria
- El País (Prisa), Spain
- Público (Público Comunicação Social), Portugal
- Ruhr Nachrichten (Lensing Media), Germany
The selection criteria includes a publisher having senior management support and commitment, digital subscriptions as a top strategic priority and a willingness to share knowledge and lessons with the rest of the group and the wider industry. The selection panel also ensured that the final group of eight publishers represented a broad cross-section of the industry: a mix of local, regional and national publishers of varying sizes, plus participants at different stages of their subscriptions journey.
The program draws on the expertise of each of the partners: the analytical tools developed by the Google News Initiative, FT Strategies’ experience of developing a successful subscriptions business — something they term the “North Star” methodology — and expertise from INMA’s Readers First Initiative.
Eight publishers took part in last year’s inaugural edition of the European Subscriptions Lab: La Croix (France), Dennik N (Slovakia), Gazeta Wyborcza (Poland), The Independent (UK), Kurier (Austria), El Mundo (Spain), RP Online (Germany) and VLT (Sweden). The publishers, who took a survey rating their satisfaction, rated it a 4.9 out of 5 upon completing the Lab. Their experience and lessons were shared during last year’s INMA virtual town hall, moderated by Researcher-in-Residence Grzegorz Piechota.
For each participating publisher, the 2020 Lab executed an in-depth diagnostic analysis of their performance and built a strategy around a clear goal, like reaching a certain number of subscribers. We conducted more than 20 experiments during last year’s Labs, with goals like growing readership, retaining readers, testing article quality and testing various subscription and payment models. When conducting these experiments, one participating publisher saw daily registrations increase by ten times by creating a new registration wall, while another had a more than 10 percent increase in conversions on the paywall by changing the position of page roadblocks.
If you’re interested in seeing more experiment results from last year’s cohort as well as detailed learnings, you can watch the recording of INMA’s virtual Town Hall, or read the new report by FT Strategies, called “Towards your North Star.”
Cosa è realmente a favore il Bitcoin e qual è il suo futuro
Già dai primi mesi, il 2021 appare più che mai l’anno del Bitcoin e delle criptovalute. A riprova di ciò, è sufficiente constatare come nel 2021, le grandi banche d’investimento, i fondi pensione e gli asset manager, siano intenzionati a saltare sul carro del vincitore, facendo scorta di criptovalute, in particolare Bitcoin. Lo sviluppo è accelerato dal fatto che vi è una varietà di soluzioni regolamentate e tradizionali sui mercati finanziari sotto forma di fondi…
L’articolo Cosa è realmente a favore il Bitcoin e qual è il suo futuro scritto da YOUR_DIGITAL_VOICE! proviene da Assodigitale.
How AI helps volunteers support LGBTQ youth in crisis
Over 1.8 million LGBTQ youth seriously consider suicide in the U.S. each year. At The Trevor Project, an organization that provides crisis intervention and suicide prevention services to LGBTQ youth, the number of youth reaching out for support has ballooned since the start of the pandemic — at times nearly doubling our pre-COVID-19 volume. We knew we needed to train more volunteer crisis counselors to meet the growing demand for mental health support — and do so while working fully remote. The ability to connect the youth that we serve with highly trained counselors 24/7 is life-saving work, and will always hinge on human connection.
Over the last two years, Google.org has provided $2.7 million in funding and a team of nearly 30 Google.org Fellows to help scale The Trevor Project’s LGBTQ+ youth crisis support resources and technology using AI and machine learning. Most recently, Trevor and a team of Fellows built the Crisis Contact Simulator (CCS), a counselor training tool that uses AI to simulate conversations with LGBTQ youth in crisis. The simulator lets volunteer trainees practice realistic conversations with youth personas, equipping them with the skills needed to provide critical care. With this tool and other training innovations, we plan to grow our team of 700 digital volunteer crisis counselors by 10x!
To become a volunteer crisis counselor, trainees learn about our counseling support model, active communication skills and LGBTQ identities, and take part in intensive one-on-one, human-led role play scenarios. We needed to build and test a tool that would provide a time-flexible, role-play opportunity for trainees outside of typical business hours — this was especially important since we know that nearly 70% of our digital crisis counselors volunteer on nights and weekends.
To do so, we worked with the Google.org Fellows to bring together our knowledge and expertise in machine learning and natural language processing, product management, user experience, education, LGBTQ youth, and clinical psychology. Thanks to six months of rigorous research, feedback, evaluations and data collected from thousands of role-play transcripts between the training team and volunteers, the CCS can emulate a number of digital youth personas. This allows trainees to practice realistic conversations with a wide range of life situations, risk levels and intersectional identities that span race, ethnicity, sexual orientation, gender identity, and more. “Riley,” the first digital youth persona, emulates a young person who’s struggling to come out as genderqueer. As more digital youth personas are introduced into the training program, Trevor counselors will become more adept at providing high-quality care and support to young people experiencing a variety of crises.
Bitcoin: da oggi si può comprare una Tesla
A partire da oggi, mercoledì 24 marzo 2021, è possibile acquistare una Tesla con i Bitcoin. L’annuncio arriva direttamente da Elon Musk, co-fondatore di Tesla Motors, che ha pubblicato l’avvio delle transazioni con la moneta digitale via Twitter. Si comincia dagli Stati Uniti, ma presto si potrà acquistare una macchina elettrica pagando l’intero prezzo in Bitcoin anche negli altri Paesi. “Da oggi si può comprare una Tesla con i Bitcoin – esordisce Musk – Tesla utilizza solo software interno e open source per gestire direttamente i nodi in Bitcoin – aggiunge con un altro tweet – La criptovaluta pagata verrà mantenuta come tale e non convertita”.
L’UE approva progetto per prevenire gli attacchi informatici
Il Consiglio dell’Unione Europea ha approvato le nuove linee guida in materia di strategia sulla cybersicurezza per il decennio 2020-2030. Nel documento finale sono stati indicati i passaggi da compiere nei prossimi mesi per per prevenire gli attacchi informatici, comprese la creazione di un’unità europea di cybersecurity, l’implementazione dell’infrastrutture europee per il 5G e la creazione di un gruppo di lavoro per il cyberspionaggio nelle strutture dell’intelligence europea.
Choosing The Best B2B Influencers Is Key To Success — Here’s Why
Why is it important to find the right B2B influencers?
Are there right and wrong ways to approach the process of choosing the best B2B influencers?
The crucial task of selecting B2B influencers who will drive the greatest success for a brand isn’t a simple one, yet it’s one often shrouded in mystery — a question that we’ll explore utilizing a collection of do’s and don’ts.
There is no single more important element in B2B influencer marketing than finding subject matter experts who will provide the best relevance, resonance, and engagement for your brand.
Join in as we take a look at what a smart B2B influencer selection process looks like, and why some approaches are better than others. If you’re wonderful why influencer marketing is a winning solution for B2B brands, also be sure to check out our recent “Why Influencer Marketing Should Be a Priority 2021 Tactic for B2B Brands.”
[bctt tweet=”“There is no single more important element in B2B influencer marketing than finding subject matter experts who will provide the best relevance, resonance, and engagement for your brand.” — Lane R. Ellis @lanerellis” username=”toprank”]Don’t — Rely Solely On Follower Counts
Mere follower count tallies tell only a partial tale when it comes to whether an influencer’s audience is first and foremost authentic — and not filled with fake accounts and the like — along with being topically relevant to the issues that are important to a brand.
A potential influencer’s follower count plays a role in the selection process, certainly, however learning whether an industry expert’s followers are actively engaging with them by posting, commenting or by utilizing other forms of social sharing is usually a more important element when it comes to finding ideal influencers.
This type of follower analysis requires a deeper variety of research into whether a potential influencer will likely be a good brand match, and as we’ll explore, it requires both taking full advantage of powerful tools for measuring social media engagement as well as a human touch.
As our CEO and co-founder Lee Odden has shared with audiences since the dawn of B2B influencer marketing, in the B2B world you actually have to be an expert to be a great influencer — you can’t just be good at making videos, tweeting, or other individual particular forms of social messaging, as is often the case in B2C.
Do — Measure Follower Relevance, Resonance & Engagement
As we’ll explore, there are numerous helpful tools and platforms that help to a certain extent in the process of finding the best influencers for a particular brand, however their numerical measurements and rankings are only able to do so much, and often work best when several tools are used and then combined and analyzed by a competent B2B influencer marketing researcher.
It’s key to look at a potential influencer’s topical relevance, and their resonance — the degree to which that topic resonates with the audience network of a particular influencer.
[bctt tweet=”“There are numerous helpful tools and platforms that help to a certain extent in the process of finding the best influencers for a particular brand, however their numerical measurements and rankings are only able to do so much.” @lanerellis” username=”toprank”]Don’t — Take A B2C Influencer Approach For Reaching B2B Audiences
B2C influencer marketing’s traditional approach, often built on paid relationships with minor or major celebrities — while occasionally utilized in B2B marketing — typically isn’t well-suited to creating the kind of expert credibility that B2B buyers and customers are seeking.
Instead, smart B2B marketers use an influencer selection process that heavily relies on locating the most relevant subject matter experts for a particular topic — professionals who may be famous only on a certain niche industry Reddit channel or other social media platform.
Their form of celebrity, however — while on the micro side — resonates well with B2B buyers, as the fame a good B2B influencer has built is based on genuine expertise about a topic.
As Lee has explained over the years, if you want the best influencer content, invite the scientist, engineer, educator, or academic to share their perspective. When they do this as an influencer, it’s going to lift the quality of your brand’s content and help make it great.
Simply seeking true celebrities for influencer marketing and hoping for massive engagement offers very little return on investment in the B2B arena, where influence has reached a level of democratization. This presents new opportunities for influencers, and makes the process of finding the right influencer more challenging than ever, despite having what may be a bigger pool of influencer talent than ever to work with.
As Lee and others have suggested, smart brands will find B2B influencers that help them go for a little bit from a lot of different people in an important niche, where the micro-influencer approach has increasingly become more relevant as a way to build advocacy and co-create content in a way that speaks closely to the voice of the customer.
Do — Recognize B2B Brands’ Unique Influencer Challenges
The process of selecting the best influencer matches for B2B marketing should include substantial recognition of the nature of B2B influencer marketing, with its unique challenges such as significantly longer buying cycles than in B2C, while also being aware of the opportunities that are unique to B2B influencer marketing.
There’s little doubt that today’s B2B buyers are overwhelmed with options, and that they have often grown distrustful of marketing and advertising, which has increased the power of influencers, who are expert sources of trusted information.
Choosing the right B2B influencers leads to the creation of credible connections with people who are actively interested in paying attention.
B2B’s longer sales cycles result in vast amounts of content being created to help buyers learn, and the research they do is increasingly self-directed, so unlike in traditional B2C influencer marketing, B2B influencers must have the credibility to influence others.
When you’ve successfully found the best B2B influencers, you generally have people who are truly invested in improving their industry in the long run, so taking the extra time and performing the additional steps to discover and vet them are costs that are usually well spent.
Don’t — Settle For An Automated Generic Approach
We’ve touched on some of the tools and platforms available to help marketers find potential influencers — utilities such as Traackr, Onalytica, BuzzSumo, and dozens of others — and why even when combined, the numerical rankings such services can deliver will only take you so far in your journey to find the best B2B influencers.
As Lee has noted in his various presentations on B2B influencer marketing, it’s important to utilize software during this stage — tools that can crawl millions of social messages and algorithmically identify the people who have a particular combination of reach, network size, popularity — but more importantly — the topical relevance that shows that a potential influencer is indeed publishing content on the topic that you as a brand want to be the best answer for.
Do — Use A Human Touch To Refine Tool & Platform Recommendations
Perhaps the single most important work in finding truly the best influencers for a B2B brand takes place once the apps have been utilized, the platforms have been thoroughly put through their paces, and the social tools have crunched their final numbers — this is when the human touch begins, and takes the B2B influencer selection process to an entirely different level of success.
Using platforms and social tools, successful B2B marketers can have piles of data on potential influencers to work with, but what sets apart the best plan from the rest is when a professional familiar with every facet of B2B influencer marketing methodically assesses that data as just one piece of the digital tapestry of successful B2B influencer marketing success.
A cohesive approach to the B2B influencer selection combines the best data available about potential influencers with a human touch that includes such elements as:
- Staying True to a Brand’s Mission
- Weeding Out Irrelevant Data
- Prioritizing the Best Data
- Moving Influencer Recommendations into Solid Strategy
Other human-powered elements that go well beyond influencer research platforms and tools include the use search, customer relationship management (CRM), and social data relating not only to potential influencers but to a brand’s mission, to get an understanding of what it is that people are thinking about relevant to the brand and their customer connections. This type of information can help uncover intersections of topics that can be factored in when selecting the best influencers for a particular brand.
[bctt tweet=”“The best plans use a professional familiar with every facet of B2B influencer marketing to methodically assesses data as just one piece of the digital tapestry of successful B2B influencer marketing success.” — Lane R. Ellis @lanerellis” username=”toprank”]Don’t — Use Only A One-Off Approach
A short-term approach to B2B influencer marketing isn’t well-suited to activating the unique power that the top B2B influencers have to deliver stellar results to brands.
One-off B2B influencer campaigns are akin to merely borrowing influence by working with top industry experts, and when that’s the extent of a brand’s commitment, they’re not going to reap the full value and the many benefits of influencer marketing.
As Lee has noted, when you take a short term approach, you’re also typically not going to form the type of ongoing emotional connections with influencers that are central to an always-on approach to B2B influencer marketing.
Countering the short-term variety of B2B influencer marketing is always-on influence, which succeeds in part because buyers are always on, and our digital world of today certainly also is.
Do — Utilize The Power of Always-On Influencers
When choosing B2B influencers, be cognizant of the advantages of an always-on strategy, which thrives in making the type of lifelong commitment to clients and customers that creates avid fans. Despite its advantages, just 19 percent of B2B marketers are running ongoing influencer marketing programs, research from our State of B2B Influencer Marketing Report shows.
Among the many reasons why ongoing B2B influencer marketing programs are successful, the following insights from our research help reinforce the point:
- 60 percent of marketers who use always-on influencer marketing programs are very successful versus 5 percent who do periodic campaigns
- 12 times more marketers are very successful when they run an always-on influencer program versus those who opt for periodic campaigns
- 89 percent of B2B marketers who use an always-on approach expect their budgets to increase or remain the same in the next 12 months
- 94 percent say that influencer marketing will grow in importance over the next 12 months
- 75 percent saw an increase in their views of brand content using an always-on approach
The process of finding and selecting the right B2B influencers benefits when right from the beginning it’s understood that an always-on approach to influencer marketing will be used.
Among the human elements that go beyond prospective influencer ranking data to find the best influencers is an understanding of whether the relationships between brands and influencers will be short-lived or one that will stand the test of time.
A healthy selection process takes this into consideration, along with all of the other influencer research elements we’ve touched on.
Say ‘I Do’ To A Best-Answer Influencer Search
By knowing what not to do when it comes to finding and selecting the best B2B influencer matches, saying “I do!” to the right ones suddenly becomes much more straightforward. We hope that the insights we’ve explored here will help inform your own B2B influencer selection strategy.
More B2B brands than ever are turning to a dedicated specialist B2B influencer marketing agency such as TopRank Marketing, which has worked with brands from Adobe, LinkedIn, and SAP to 3M, Dell, Oracle and many more. Our research shows that 60 percent of marketers don’t have the right in-house skills or knowledge to execute an influencer marketing program. Learn how to begin an influencer marketing pilot program or start a full-featured always-on influencer program.
The post Choosing The Best B2B Influencers Is Key To Success — Here’s Why appeared first on B2B Marketing Blog – TopRank®.
TikTok, nuove misure in Italia contro la disinformazione
TikTok ha annunciato il lancio anche in Italia di nuove misure utili a limitare la diffusione di contenuti pericolosi, falsi o fuorvianti. Tra quelle più importanti, un banner anti-fake che apparirà su qualsiasi tipo di filmato non verificato dal social network, con l’obiettivo di tutelare gli utenti e limitarne ulteriormente la condivisione.
Videosorveglianza Wireless: i migliori prodotti 2021
Un tempo, mettere su un impianto di videosorveglianza domestica costituiva oggettivamente un incubo: significava dover crivellare il muro, stendere cavi ma soprattutto spendere cifre importanti (ben oltre il migliaio di Euro) e dover dipendere da un costoso e volubile servizio di assistenza.