<div>Sony Link Buds: ‘Il buco con l’auricolare intorno’</div>
Here’s how local news in the UK is using News Showcase
Editor’s note: This is part of our ongoing series featuring local publishers from around the world using Google News Showcase, our new product and licensing program for publishers, the Google News Initiative and other products and features. Read more in our series, from CityNews in Italyand ADIRA in Argentina.
DC Thomson is one of the UK’s leading media companies. Headquartered in Dundee, Scotland, it has been publishing newspapers and magazines for well over 100 years. We’re a privately owned, family-run business with people, customers and communities at the heart of our operations. In addition to our newspaper and magazine portfolio, we also publish classic titles such as the comics Oor Wullie, The Broons, The Beano and Commando, and have been diversifying into digital technology, radio, TV and events. Using audience insight and data, we create content and experiences that connect with our customers and build loyal communities. One of the new ways of working that is helping us to more deeply engage with readers is Google News Showcase, which we joined in February of last year.
Since we launched our content on Google News Showcase, we’ve been serving both paywalled and non-paywalled content from our titles, such as The Courier and The Evening Telegraph, the Press & Journal and Evening Express, and The Sunday Post, to readers. News Showcase allows us to decide how our content appears on Google News and on Discover, a Google service that allows people to customize their feed to match their interests. We publish and curate several news panels throughout each day, which allows us to tell stories differently, expand on a topic and give our readers and new audiences different ways into the news. It gives us additional opportunities to continue to more deeply engage our readers and help them understand important stories.
Working with Google to re-focus on our audiences
Through the Wan-IFRA’s table stakes program supported by the Google News Initiative (GNI), we learned how to better serve audiences with the content they were looking for, on platforms they are already using and in the moments when they want it. We discovered how to turn occasional users into subscribers, create revenue from those new audiences, build partnerships with third parties to expand our skills and drive audience growth. We transitioned from being 95% print focused to being truly audience focused, serving outstanding digital content.
Delivering interest-based content
We achieved all this by reorganizing our newsrooms to create 10 small, specialized “Mini Publisher Teams,” each serving a variety of distinct audiences, with content including food and drink, nostalgia, transport and environment, crime and courts and health and wellbeing. The teams have the autonomy to make data-driven decisions relating to their content and are encouraged to be creative in how they produce it — all with the aim of increasing engagement and moving users through the funnel to becoming loyal subscribers.
An example of one of the visualizations created by a DC Thomson publication.
By focusing on content verticals, investing in digital journalism like podcasts and video, and testing out data visualization tools, we have seen newsletter sign ups grow by 68% over an 18 month period.
Another example of one of the visualizations created by a DC Thomson publication
Improving how we monetize and curate news to deepen engagement with audiences
One of the biggest challenges companies like ours are facing right now is finding new sources of revenue. The digital transformation inspired in part by the GNI program enabled us to produce ever more compelling premium content that was valued by our readers. For example, on The Courier we have locked more premium content and premium content now accounts for 85% of sales, almost doubling in volume. The result: after starting the programme with a few hundred subscribers we now have a five-figure subscriber base.
Sustainable growth through subscriptions
Most recently we participated in the Subs Lab Europe, an eight-month program run by the GNI, the International News Media Association (INMA) and FT Strategies. The Lab has changed our way of working and now we focus more on cross-functional experimentation — even when we don’t know the answer to a particular challenge. We ran a number of experiments during the program with meaningful results: we grew subscription sales by more than 180% in 8 weeks after once again experimenting with content behind our paywall. We increased the proportion of annual subscriptions sold by 400%. And we launched five new newsletters, which quickly earned the best open and click-through rates in The Courier’s portfolio.
Together, Google News Showcase and these GNI programs are helping us to shape our business plan for the next 18 months. They’re enabling us to get more economic value from our quality journalism, reach and engage new audiences and grow our subscribers at an important time for the news industry.
Il “caro bollette” non è più sostenibile. Cosa si può fare?
Nella Manovra di Bilancio vengono stanziati 3,8 miliardi per fare fronte all’innalzamento dei costi di gas ed elettricità. Nel primo trimestre del 2022 si è registrato un aumento del costo…
L’articolo Il “caro bollette” non è più sostenibile. Cosa si può fare? scritto da Paolo Brambilla proviene da Assodigitale.
Sirius: A publishing system for Le Monde and beyond
Editor’s note from Ludovic Blecher, Head of Google News Initiative Innovation: The GNI Innovation Challengeprogram, inspired by the European DNI Fundwhich went before it, is designed to stimulate forward-thinking ideas for the news industry. The story below by Sacha Morard, CTO of Le Monde Group, is part of an innovator seriessharing inspiring stories and learnings from funded projects.
Le Monde’s founder, Hubert Beuve-Méry, used the pen name “Sirius” when writing articles about the French resistance during World War II. The name is believed to have originated from a misspelling of the word “serious.” So when our team at Le Monde, one of the main French national news outlets, needed a content management system to handle the creation of both print and digital content, we gave a nod to our history and launched Sirius: a serious platform to take the newsroom into a digital future.
The editorial staff of Le Monde conceived and designed Sirius after they discovered there was no software on the market that would truly fit their needs to manage content internally for both a print newspaper and digital channels. The editorial staff then worked with our team of 100 developers to create the new system with funding through the Digital News Innovation (DNI) Fund, a part of the Google News Initiative.
As software development isn’t generally a day-to-day part of the newspaper’s mission, we’ve ended up with something like a startup within the newsroom. The team is composed of a product manager, two product owners, a technical lead, a designer and several developers. Also, for each project and each feature, we identify editorial experts. As a result, members of the newsroom participate in all the development phases of Sirius, from story mapping of a feature through the validation of mock-ups and user testing.
News organizations don’t buy a content management system like one would buy milk at the grocery store. It requires a lot of thought, and above all, it requires the organization to be ready for change. Sirius helps editorial teams make their digital transition, because it allows them to organize editorial staff around both print and digital products in a content agnostic way.
Word soon got around about what we were building, and that sparked interest from within the Le Monde Group and now L’Obs, Télérama and Courrier International also use Sirius. We have also developed partnerships with several other news organizations, such as with the Swiss newspaper Le Temps and the sports paper L’Equipe.
Our partnerships start with us meeting the editorial staff to study their processes and tools. The objective is to understand how to set up Sirius to meet the needs of the client’s editorial staff. Then we accompany the editorial staff in the configuration, and the creation of technical interfaces between the different systems (print, web, mobile, push, social networks). Once everything is set, we proceed with the training, a crucial step to get everyone on board.
Sirius also includes other tools like Forecast, a data collection system for editorial use. Forecast delivers, for example, information about the likelihood that an article will be read and whether it will potentially lead a reader to become a subscriber. Capping is another feature that allows the publisher to limit how many people can share subscriber accounts, thus increasing the value of the digital subscription.
The development of Sirius is an essential engine for our digital growth and is also a system that has proven itself across several different publishers. Thanks to the data present in Sirius, the marketing team can analyze publication times, traffic and conversions generated, and make recommendations. When marketing and editorial worked together on the best timing for publication, the average traffic per article jumped 154% between 2018 and 2021. We have also significantly raised the number of people who become subscribers per article within this timing publication section, with a 356% increase.
Hubert Beuve-Méry could never have imagined how the name Sirius would live in the future when he signed articles during World War II. But our news staff resurfaced it to honor the newspaper’s past, while bridging a path forward in the digital age.
Crowdfunding. Le serre idroponiche automatizzate fanno incetta di investimenti
Le serre idroponiche automatizzate di Tomato +, per la coltivazione, domestica e professionale, di verdure con capsule biodegradabili, macinano ricavi e fanno incetta di investimenti su CrowdFundMe– unica piattaforma di Crowdinvesting (Equity Crowdfunding,…
L’articolo Crowdfunding. Le serre idroponiche automatizzate fanno incetta di investimenti scritto da Paolo Brambilla proviene da Assodigitale.
RigeneraMi, RICONDIZIONARE PC, TABLET E SMARTPHONE DA DONARE
Il progetto RigeneraMi avrà inizio sabato 19/02/2022 presso il centro C.A.M. (Centro di Aggregazione Multifunzionale) di Lampugnano dalle ore 14:00 alle ore 17:00. Il Rotaract Milano Sforza lancia il progetto RigeneraMi Il service…
L’articolo RigeneraMi, RICONDIZIONARE PC, TABLET E SMARTPHONE DA DONARE scritto da Paolo Brambilla proviene da Assodigitale.
Will You B2B Mine? What 15 Top Marketers Love About B2B Marketing on Valentine’s Day
It’s February 14th and while couples around the world over are celebrating their love, B2B marketers have plenty to love about marketing in 2022.
The pandemic accelerated the digital transformation of many B2B brands to meet the needs and expectations of digital first buyers and that increased digital focus has opened up a new world of opportunities to engage buyers in more meaningful ways.
When starting out in marketing so many years ago, I had no idea what my career or the world would look like in 2022. But I’ve definitely caught the love bug for business to business marketing. What I am most optimistic about in 2022 is our focus on optimizing and elevating the practice of B2B marketing by doing some of the things I love most: humanizing marketing, creating more meaningful marketing experiences and giving voice to talent.
Of course it’s not just me that feels this optimism. To take the temperature of love for B2B marketing, I reached out to some of the most respected and influential voices in the business marketing world plus some of the team at TopRank Marketing and asked: What do you love most about B2B marketing? Of course, the amazing Ann Handley kicked things off with a poem:
A Love Poem for B2B Marketers by Ann Handley @marketingprofs
Author, Friend of Lee, Poet Laureate of B2B Marketing
Roses are red
Violets are blue
Are you, blog reader, a
B2B Marketer, too?
Do you love SEO
Analytics and Ads?
All the B2B basics!
None of them fads.
Me, too, my sweets!
And don’t forget newsletters!
Which every org needs…
If they only knew better.
So hugs to you, my B2B friend.
(And your violets of blue.)
I’m glad you’re in love…
With B2B, too.
Ann really elevates the bar when it comes to content and why shouldn’t she? One of the great opportunities for the B2B marketing world is to break free of status quo and mediocrity and embrace the content formats, styles and narratives that make experiences more meaningful (and less mechanical). So what do other top marketers love about B2B?
Let us count the ways…
“I’m in love with B2B buyer engagement. You know, that feeling you get when your content/message really connects and serves. And you know because they click to read the next related piece or comment and share or reach out with a question. Makes my day! Every. Single. Time.”
Ardath Albee @ardath421
CEO & B2B Marketing Strategist
Marketing Interactions
“I love that there is not a lot of BS in B2B marketing — it’s about solving problems. Unlike consumer marketing, B2B marketing is truly designed to make people’s work lives better by lending a helping hand.”
Tequia Burt @TequiaBurt
Editor in Chief, LinkedIn Marketing Solutions Blog
LinkedIn
“What I love about B2B marketing is its precision. B2B – or any complex sale with multiple decisioning steps and stakeholders – has a wealth of data you can use to build analytics and machine learning models and deeply understand your customer. Because the volume isn’t as high, you can spend more time learning what your customers need and dialing into fulfilling those needs with precision.”
Christopher Penn @cspenn
Co-Founder and Chief Data Scientist
TrustInsights.ai
“What do I love most about B2B marketing? B2B buyers need to learn about the solutions to complex problems. They need to educate the CFO and the rest of their team why spending money on our solutions will pay off. And so we get to explain the role of AI in cloud computing, the value of customer experience, the importance of data quality, and why content marketing is better than ads. Helping people is fun. And that’s why B2B Marketing is a labor of love.”
Michael Brenner @BrennerMichael
CEO
Marketing Insider Group
“I have a passion for developing relationships as part of my role leading influencer marketing and being an active member in online communities. These relationships go far beyond just a pitch to be part of a campaign and transform into long-term relationships that have both personal and professional benefits.”
Justin Levy @justinlevy
Director, Social and Influencer Marketing
Demandbase
“There are so many disciplines you can learn if you are in B2B. It’s so much more than just paid ads and creative development on the consumer side. What’s not to like about B2B Marketing? LOL!”
Pam Didner @PamDidner
Speaker, Author, Podcaster
Relentless Pursuit
“The ability to directly impact business results. Even in long, complex buying cycles, we can drive and measure marketing’s impact where it counts – on metrics you can buy a beer with!”
Matt Heinz @HeinzMarketing
President, Heinz Marketing
“What I love most about B2B Marketing: The gift of humor brings such a joyful surprise to ads! Many marketers mistakenly believe that because the B2B buying cycle is so much more complex, our content must be serious. Nonsense!! Laughter is the best way for marketers to earn trust.” (The Perfect Gift for Valentine’s Day, From Cisco)
Tim Washer @timwasher
Leap CMO Advisor
Demand Spring
“I love the opportunity B2B firms have to reimagine marketing. Today, B2B marketers are stewards of brand promise and digital mavens creating new experiences with tech-empowered teams. There is never a dull moment, always a chance to improve, re-think the status quo, learn and grow. xoxo”
Katie Martell @KatieMartell
Creator
“I love that so many B2B marketers fell into the role before falling in love with it. I don’t think you’ll meet many people who said in their career, ‘I can’t wait to become a B2B marketer’ then again, it’s tough to find a B2B marketer who isn’t passionate about what they do. I think this is because it’s a discipline flourishing with creativity in the face of something traditionally seen as boring. Add to that the increasingly blurred lines between what works in B2C vs. B2B and what’s not to love?”
Jason Miller @JasonMillerCA
Marketing Director
CreativeX
“The thing that I love about B2B marketing is finding the human, moving stories within even the most techy brands. It’s so rewarding to find that emotional center and bring it to center stage!”
Joshua Nite @NiteWrites
Senior Content Marketing Manager
TopRank Marketing
“The thing I love most about B2B marketing is that the content is truly about quality. It requires strategy, collaboration and thought that is deeper than just visual cues.”
Amy Otis @amy_otis
Account Manager
TopRank Marketing
“I love the way B2B marketing gives me the chance to tell stories that have defined impact. I can see the words I wrote or the story I told and know that it changed something for someone, and that that change was for the better.”
Sam Kirchoff
Internal Marketing Manager
TopRank Marketing
“On Valentine’s Day 2022 as I reflect on what I love the most about B2B marketing, it’s clearly the kind, talented people who I get to work with, from a wide range of B2B industries, and the difference we get to make together in the lives of people around the world.”
Lane R. Ellis @lanerellis
Content and Social Media Manager
TopRank Marketing
For more B2B marketing love and inspiration, check out these posts:
- Adobe’s Rani Mani: 5 Tips For Creating Your B2B Influencer Marketing Love Affair
- Fundamentals of Generational Marketing: Passion Points
- Lovestruck: Why We’ve Fallen in Love with B2B Content Marketing
If you’re feeling inspired, tell us: what do you love most about B2B marketing?
The post Will You B2B Mine? What 15 Top Marketers Love About B2B Marketing on Valentine’s Day appeared first on B2B Marketing Blog – TopRank®.
Will You B2B Mine? What 15 Top Marketers Love About B2B Marketing on Valentine’s Day
It’s February 14th and while couples around the world over are celebrating their love, B2B marketers have plenty to love about marketing in 2022.
The pandemic accelerated the digital transformation of many B2B brands to meet the needs and expectations of digital first buyers and that increased digital focus has opened up a new world of opportunities to engage buyers in more meaningful ways.
When starting out in marketing so many years ago, I had no idea what my career or the world would look like in 2022. But I’ve definitely caught the love bug for business to business marketing. What I am most optimistic about in 2022 is our focus on optimizing and elevating the practice of B2B marketing by doing some of the things I love most: humanizing marketing, creating more meaningful marketing experiences and giving voice to talent.
Of course it’s not just me that feels this optimism. To take the temperature of love for B2B marketing, I reached out to some of the most respected and influential voices in the business marketing world plus some of the team at TopRank Marketing and asked: What do you love most about B2B marketing? Of course, the amazing Ann Handley kicked things off with a poem:
A Love Poem for B2B Marketers by Ann Handley @marketingprofs
Author, Friend of Lee, Poet Laureate of B2B Marketing
Roses are red
Violets are blue
Are you, blog reader, a
B2B Marketer, too?
Do you love SEO
Analytics and Ads?
All the B2B basics!
None of them fads.
Me, too, my sweets!
And don’t forget newsletters!
Which every org needs…
If they only knew better.
So hugs to you, my B2B friend.
(And your violets of blue.)
I’m glad you’re in love…
With B2B, too.
Ann really elevates the bar when it comes to content and why shouldn’t she? One of the great opportunities for the B2B marketing world is to break free of status quo and mediocrity and embrace the content formats, styles and narratives that make experiences more meaningful (and less mechanical). So what do other top marketers love about B2B?
Let us count the ways…
“I’m in love with B2B buyer engagement. You know, that feeling you get when your content/message really connects and serves. And you know because they click to read the next related piece or comment and share or reach out with a question. Makes my day! Every. Single. Time.”
Ardath Albee @ardath421
CEO & B2B Marketing Strategist
Marketing Interactions
“I love that there is not a lot of BS in B2B marketing — it’s about solving problems. Unlike consumer marketing, B2B marketing is truly designed to make people’s work lives better by lending a helping hand.”
Tequia Burt @TequiaBurt
Editor in Chief, LinkedIn Marketing Solutions Blog
LinkedIn
“What I love about B2B marketing is its precision. B2B – or any complex sale with multiple decisioning steps and stakeholders – has a wealth of data you can use to build analytics and machine learning models and deeply understand your customer. Because the volume isn’t as high, you can spend more time learning what your customers need and dialing into fulfilling those needs with precision.”
Christopher Penn @cspenn
Co-Founder and Chief Data Scientist
TrustInsights.ai
“What do I love most about B2B marketing? B2B buyers need to learn about the solutions to complex problems. They need to educate the CFO and the rest of their team why spending money on our solutions will pay off. And so we get to explain the role of AI in cloud computing, the value of customer experience, the importance of data quality, and why content marketing is better than ads. Helping people is fun. And that’s why B2B Marketing is a labor of love.”
Michael Brenner @BrennerMichael
CEO
Marketing Insider Group
“I have a passion for developing relationships as part of my role leading influencer marketing and being an active member in online communities. These relationships go far beyond just a pitch to be part of a campaign and transform into long-term relationships that have both personal and professional benefits.”
Justin Levy @justinlevy
Director, Social and Influencer Marketing
Demandbase
“There are so many disciplines you can learn if you are in B2B. It’s so much more than just paid ads and creative development on the consumer side. What’s not to like about B2B Marketing? LOL!”
Pam Didner @PamDidner
Speaker, Author, Podcaster
Relentless Pursuit
“The ability to directly impact business results. Even in long, complex buying cycles, we can drive and measure marketing’s impact where it counts – on metrics you can buy a beer with!”
Matt Heinz @HeinzMarketing
President, Heinz Marketing
“What I love most about B2B Marketing: The gift of humor brings such a joyful surprise to ads! Many marketers mistakenly believe that because the B2B buying cycle is so much more complex, our content must be serious. Nonsense!! Laughter is the best way for marketers to earn trust.” (The Perfect Gift for Valentine’s Day, From Cisco)
Tim Washer @timwasher
Leap CMO Advisor
Demand Spring
“I love the opportunity B2B firms have to reimagine marketing. Today, B2B marketers are stewards of brand promise and digital mavens creating new experiences with tech-empowered teams. There is never a dull moment, always a chance to improve, re-think the status quo, learn and grow. xoxo”
Katie Martell @KatieMartell
Creator
“I love that so many B2B marketers fell into the role before falling in love with it. I don’t think you’ll meet many people who said in their career, ‘I can’t wait to become a B2B marketer’ then again, it’s tough to find a B2B marketer who isn’t passionate about what they do. I think this is because it’s a discipline flourishing with creativity in the face of something traditionally seen as boring. Add to that the increasingly blurred lines between what works in B2C vs. B2B and what’s not to love?”
Jason Miller @JasonMillerCA
Marketing Director
CreativeX
“The thing that I love about B2B marketing is finding the human, moving stories within even the most techy brands. It’s so rewarding to find that emotional center and bring it to center stage!”
Joshua Nite @NiteWrites
Senior Content Marketing Manager
TopRank Marketing
“The thing I love most about B2B marketing is that the content is truly about quality. It requires strategy, collaboration and thought that is deeper than just visual cues.”
Amy Otis @amy_otis
Account Manager
TopRank Marketing
“I love the way B2B marketing gives me the chance to tell stories that have defined impact. I can see the words I wrote or the story I told and know that it changed something for someone, and that that change was for the better.”
Sam Kirchoff
Internal Marketing Manager
TopRank Marketing
“On Valentine’s Day 2022 as I reflect on what I love the most about B2B marketing, it’s clearly the kind, talented people who I get to work with, from a wide range of B2B industries, and the difference we get to make together in the lives of people around the world.”
Lane R. Ellis @lanerellis
Content and Social Media Manager
TopRank Marketing
For more B2B marketing love and inspiration, check out these posts:
- Adobe’s Rani Mani: 5 Tips For Creating Your B2B Influencer Marketing Love Affair
- Fundamentals of Generational Marketing: Passion Points
- Lovestruck: Why We’ve Fallen in Love with B2B Content Marketing
If you’re feeling inspired, tell us: what do you love most about B2B marketing?
The post Will You B2B Mine? What 15 Top Marketers Love About B2B Marketing on Valentine’s Day appeared first on B2B Marketing Blog – TopRank®.
Una chiacchierata in ricordo di Tito Stagno
Il 9 febbraio scorso ASIMOF ha organizzato una serata speciale online in ricordo di Tito Stagno, storico cronista delle missioni spaziali degli anni Sessanta e Settanta del secolo scorso, spentosi pochi giorni fa. Hanno partecipato Paolo D’Angelo, Amalia Ercoli Finzi, Dario Kubler, Alberto Villa e il sottoscritto (che ha anche fatto la regia e se ne assume le colpe).
Casanova Opera Pop. Bello il musical all’italiana
Casanova Opera Pop“CASANOVA”, IL GRANDE VENEZIANO RIVIVE AL TEATRO ARCIMBOLDI di Chiara Pedretti Il Teatro degli Arcimboldi si conferma la sede dei grandi spettacoli che prevedono allestimenti importanti. Questa volta…
L’articolo Casanova Opera Pop. Bello il musical all’italiana scritto da Paolo Brambilla proviene da Assodigitale.
Cerco software di webcam virtuale per fare “sottopancia” su Zoom. Idee?
Sto cercando una soluzione software semplice (più semplice di quella attuale, che è OBS) che mi permetta di configurare una webcam virtuale e di sovrapporre un logo o sottopancia (lower thirds o overlay), come nell’illustre esempio qui accanto, a un’immagine della webcam vera, da mandare in streaming durante sessioni Zoom.
Mi va bene sia per Windows, sia per macOS (se c’è per entrambi, tanto meglio). Anche a pagamento: l’importante è che sia molto facile da installare e configurare, perché dovrei fare un deployment di massa a utenti non esperti che hanno pochissimo tempo a disposizione, guidandoli nell’installazione. Idee?
Queste sono le proposte che mi sono arrivate fin qui:
- Manycam (sembra promettente, Mac e Windows, 71 dollari per la licenza Standard)
- Bandicam (ma non sembra avere una funzione picture in picture o simil per i sottopancia)
- Ecamm (solo macOS, 16 dollari al mese)
- SplitCam (macOS e Windows, gratuito)
- Virtual-webcam (scartato per troppa complessità di installazione)
- ChromaCam (macOS e Windows)
- CamTwist (solo macOS)
- AlterCam (solo Windows, 40 dollari licenza Home, 200 dollari licenza Business)
Aggiungo che ho già considerato i filtri video integrati in Zoom, ma non vanno bene perché si possono personalizzare soltanto per chi ha un account Zoom a pagamento e le persone alle quali vorrei fornire un sottopancia non hanno account di questo tipo. Inoltre non posso acquisire i video da Zoom, aggiungere i sottopancia e poi far uscire altrove il video risultante: tutto deve svolgersi in Zoom e all’interno della stessa sessione Zoom.
Group effort: How we helped launch an NYC vaccine site
In March 2021, Google initiated a considerable project: helping to distribute COVID-19 vaccines to New Yorkers in the Chelsea neighborhood of Manhattan.
Google’s New York City office is located in Chelsea, and the neighborhood is also the home to two New York City Housing Authority (NYCHA) developments, the Fulton Houses and the Elliott-Chelsea Houses. The city had identified NYCHA residents as hard-to-reach populations for vaccines — so to help, Google provided a total of more than $1 million in resources to the city to support more vaccine education and to Hudson Guild toward the creation of a local vaccination center.
“Google recognizes that equitable population vaccination is a complex problem to solve,” says Dr. Karen DeSalvo, Google’s chief health officer, “and we’re committed to doing our part.” That commitment led us to partnering with the Hudson Guild, a local nonprofit founded in 1895. Hudson Guild, which Google has worked with as a community partner for more than a decade, is a settlement house that serves 14,000 New Yorkers every year, mostly members of the Chelsea community. The nonprofit has a special relationship with local residents, and organizers and volunteers have taken their grassroots, one-on-one approach to make sure residents have the information and support they need to get vaccinated.
“The reputation you have in the community means everything. Residents who were very hesitant to get the vaccines eventually came around because we took the time to explain the science, give them reliable information and build trust,” says LeeAnn Scaduto, Hudson Guild’s chief operating officer.
From left to right: Googlers Connie Choi, David Goodman, Dale Allsopp, Duncan Wood, Hudson Guild’s Daisy Mendoza, Googlers Wenjie Sun and Thomas Coleman
“We’ve been able to be a consistent force in the neighborhood,” says Daisy Mendoza, director of community building for Hudson Guild. She says the team has walked the streets of the communities daily, knocked on doors, made phone calls and even stopped by local businesses to encourage owners and workers to get vaccinated. “The residents see us everyday and know we care about them,” Daisy says.
Googlers got involved in this grassroots effort, too — knocking on doors, helping in the registration efforts and serving as translators to help the vaccination site get up and running. “Many people were still isolating at that time,” says Stavroula Maliarou, a program manager at Google who helped organize the volunteer efforts. “There was a fear of being close to people who could potentially be sick. But so many Googlers showed up to help in any way they could. We know this community — and we knew they needed our help, especially at that moment.”
Of course, there were challenges. The Hudson Guild organizers said they’ve had to combat vaccine hesitancy and residents’ lack of access to technology. But they’ve overcome these obstacles thanks to relying on community volunteers and Hudson Guild staff to share information in plain language, dispel misinformation and make the vaccination process as simple as possible for recipients.
Since April 7, 2021, Hudson Guild’s Fulton Vaccine Hub, funded in part by Google, has helped vaccinate 21,250 people, 1,700 of whom are NYCHA residents. The vaccination site has been so successful it was initially extended to October 2021, and then extended indefinitely to continue bringing vaccines and boosters to the local neighborhood.
“Without Google’s help, this isn’t something we would have been able to do — this isn’t our area of expertise,” LeeAnn says. “Google gave us the opportunity to be part of the solution in a really meaningful way for our community. This allowed us to really find a solution that worked.”
If you’re interested in learning more about Hudson Guild and helping those who live, work or go to school in Chelsea and the west side of New York City, with a focus on those in need, visit hudsonguild.org.
<div>Create a work of heart on Valentine’s Day with Google</div>
Every February, I tell myself I’m going to make homemade Valentine’s Day cards for my family and friends…and every February 13, I realize I’m nearly out of time. Add the fact that these days it’s ultimately easier to deliver digital gifts, and I’m ready to give up on the whole thing.
This year I’ve come up with a few new ideas, courtesy of apps and tools from Google. They might be made for the office or school, but there are some truly impressive ways you can use these apps for your creative endeavors. Here are five ways you can make Valentines with Google products.
- Use Google Sheets to make some lovely pixel art (emphasis on love). You might think of invoices and project tracking when you think of Google Sheets, but it can also be a pixel art palette. These can be as simple or as complex as you want — do it yourself by selecting and coloring in Sheets cells to make an image, or search the Google Workspace Marketplace by hitting the right-hand sidebar and selecting “add ons.” (If words are more your thing, you could even try making a cute crossword puzzle.)
2. Create a digital card with Google Slides. This is an especially useful option if you aren’t able to see someone on Valentine’s Day. Make a digital slideshow full of photos, videos and notes; then you can either send the file or publish it to the web.
3. Set up a shared library with Google Photos. Use partner sharing in Google Photos to create a shared library of photos and videos for you and your better half. You can choose if you want to share all your photos or just shots of specific loved ones or pets, as well as the date you want to start sharing and Google Photos will automatically take care of the rest.
4. Send a fun Google Form to your partner. More than a couple of Google Forms used for dating purposes have gone viral, and you can put your own spin on one for the big day. Be sure to check out the Template gallery to find a look you like, or add your own images and choose a different font to make your form stand out.
5. Reminisce on romantic trips with Google Maps. Feeling nostalgic? Take a walk down memory lane with the Trips tab in Timeline to see all of the places — from beaches to cute cafes – that you visited on your last vacay.
6. Get some material from Google Assistant. Ask Google Assistant how to say “I love you” in another language, or ask for a Valentine’s Day joke or a “fact about love” to impress someone.
Or maybe you’re more interested in watching a few rom-coms on February 14. According to Google Trends, the most-searched types of romantic movies in the U.S. since 2004 are:
- Teen romance movies
- Black romance movies
- Romance comedy movies
- Sad romance movies
- Christmas romance movies
You could take some inspiration from a few of Google Search’s trending Valentine’s Day terms from the past week — like “chick fil a valentines day tray” (+1,650%), “valentine lovebirds lego” (+600%) or “valentines crocs” (+400%). A few more breakout terms from the past month include: “valentines converse,” “starbucks valentines 2022,” “valentines coloring pages” and “nike valentines day shoes 2022.”
And if you’re still not quite sure how to celebrate, there’s one fail-safe option: chocolate. According to Google Trends, Godiva just barely took the lead over Ghiradelli in search interest in the U.S. this past week.
Also in the U.S., Google Maps searches for flower shops spike nearly 120% leading up to February 14. And if you’re thinking about celebrating with a date night…maybe start planning early: In the U.S., February 13 marks the day people most use Google Maps to search for “romantic restaurants.”
Celebrating Black women founders working in STEM
As a woman fintech founder in London in the early 2010s, I felt like an anomaly: The intersection of science, tech and finance didn’t necessarily attract the most gender-diverse talent. Ten years later, there’s still work to be done. As a well-educated white woman — albeit an immigrant — I shouldn’t stand out in the tech industry, but still only2.3% of all global venture capital goes to women-led companies.
Change won’t be meaningful if it doesn’t impact all women. Women of color are among the most talented founders I’ve met, and yet data shows they are disproportionately disadvantaged when it comes to securing investors and support. By creating opportunities for everyone, initiatives like the Google for Startups Black Founders Fund are closing the tech and science equality gap.
ThisInternational Day of Women and Girls in Science, meet six women Black Founders Fund recipients from around the world who are paving the way in STEM and the startup ecosystem.
The Google for Startups Black Founders Fund provides cash awards — without giving up equity in return — and hands-on support to help Black entrepreneurs build and grow their businesses. Learn more about the 200+ recipients from around the world.
<div>B2B Marketing News: Top B2B Social Networks, Marketing Trust Drivers Study, Twitter’s Article Plans, & How B2B Communication Is Changing</div>
Traditional B2B Sales and Marketing Are Becoming Obsolete
Some 43 percent of B2B buyers have said that they would like a buying experience without a sales representative, with higher rates among Millennials, and The Harvard Business Review examines the rise of all-digital B2B buying and takes a look at some of today’s out-of-sync interaction preferences. Harvard Business Review
4 Ways the Pandemic Changed B2B Communication (From A Nationally-Representative Survey)
53 percent of Millennial professionals have said they prefer email communication over conversations, while 54 percent felt that email could cause miscommunication — two of several findings of interest to B2B marketers contained in newly-released B2B communication survey data. Sales Hacker
What Drives Trust in Businesses and Institutions?
The technology industry leads as the most trustworthy global industry, while social media is among the least trusted, according to recently-released survey data. Reliability, transparency, responsible behavior, and shared values were also seen as the top drivers of trust in organizations. MarketingCharts
LinkedIn Launches New Updates for Sales Navigator, Including Improved Opportunity Discovery Options
Microsoft-owned LinkedIn has rolled out a refreshed customizable homepage, new search and filtering options, and other lead and trend data tools, in the latest update to its Sales Navigator offering, LinkedIn (client) recently announced. Social Media Today
Bing’s New PubHub Offers Millions Of New Site Visitors
Microsoft has expanded its Bing Webmaster Tools to include a new PubHub content publishing feature, offering potential new audiences for marketing content for digital publishers who meet requirements to take part in the new Bing Publisher Network, Microsoft recently announced. Search Engine Journal
Twitter Tests New ‘Articles’ Option, Potentially Enabling Long-Form Posts in the App
Twitter has tested new article-length posts that go well beyond the social platform’s traditional short-form text limits, a change that could alter both the character and character count of the platform, and provide B2B marketers with new options for publishing long-form content. Social Media Today
Mobile, Social, Digital Video Are Top Advertising Priorities For 2022
76 percent of digital experts have said that mobile ads will be a top priority in 2022, with 61 percent pointing to digital video, 56 percent desktop environments, and 48 percent podcast and audio — four of numerous findings of interest to online marketers contained in newly-released survey data. MediaPost
IAB warns of ‘measurement blackout’ as marketer priorities remain misaligned
Marketers doubled down on spending for third-party audience data, as 2021 saw an 8.1 percent increase that was double that seen in 2020, as digital marketers have made adjustments to combat the forthcoming loss of user cookie data, according to recently-released Interactive Advertising Bureau (IAB) survey data. Marketing Dive
Amazon Ad Business Reaches $31B, Solidifies Position In Digital’s Big 3
Advertising revenue at Amazon grew by 32 percent to reach $9.7 billion during the final quarter of 2021, with annual ad revenue at the firm expanding to $31 billion, even as advertising accounted for just seven percent of the firm’s total fourth quarter revenue, Amazon recently announced. MediaPost
The Top Social Networks With B2B Marketers
85 percent of B2B marketers have said that LinkedIn is their most used social media platform, followed by Facebook at 71 percent, Twitter at 61 percent, and Instagram at 49 percent — four of several statistics of interest to digital marketers contained in recently-released survey data. MarketingProfs
ON THE LIGHTER SIDE:
A lighthearted look at the “data-driven decision making” by Marketoonist Tom Fishburne — Marketoonist
Tell Us Now: 16 Discontinued Candies We Miss — Cracked
TOPRANK MARKETING & CLIENTS IN THE NEWS:
- Lee Odden — 152 Marketing Quotes To Inspire Your Next Great Campaign — CopyPress
- LinkedIn — LinkedIn Shares Insights into Platform Usage and Audience in New Guide for Wealth Planning Marketers — Social Media Today
- TopRank Marketing — Chief Marketer Unveils the 2022 CM200 Top Marketing Agencies of 2022 — Chief Marketer
Have you found your own favorite B2B marketing news for the week? Please don’t hesitate to drop us a line in the comments below.
Thank you for taking the time to join us for this week’s TopRank Marketing B2B marketing news, and we hope that you will return again next Friday for another round of the most relevant B2B and digital marketing industry news. In the meantime, you can follow us on our LinkedIn page, or at @toprank on Twitter for even more timely daily news.
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