Come funzionano i coupon su Amazon? Tutti i dettagli
Mediatech, webinar gratuito sulla Cyber Security. Defense in Depth (DiD)
MEDIATECH (GRUPPO RELATECH) ciclo di seminari formativiWEBINAR #3 – MARTEDI’ 6 LUGLIO 2021 ORE 12 Online il terzo incontro di aggiornamento sulle soluzioni per ridurre i rischi legati al crimine informatico…
L’articolo Mediatech, webinar gratuito sulla Cyber Security. Defense in Depth (DiD) scritto da Paolo Brambilla proviene da Assodigitale.
Nakisha Wynn helps other moms build profitable blogs
Nakisha Wynn was working at a financial services firm when life took an unexpected turn. She thought about starting a blog aimed at other moms, particularly single mothers. “I didn’t see anybody who looked like me doing the blogging thing,” Nakisha notes. “It was either these fabulous girls showing off their fashions or huge bloggers I couldn’t relate to, so I birthed my blog from that.”
In 2016, Nakisha launchednakishawynn.com, where she blogs about single parenting, personal finance, working at home, family travel, frugal living and self-care.
Ehi Google, come si dice in inglese “salsicce e friarielli”?
Un lettore, Giovanni L., mi segnala una chicca divertente di Google Traduttore: se gli si chiede di tradurre in inglese “salsicce e friarielli” , risponde con un epico:
“bhoooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooooo”
Giovanni se ne è accorto cercando la traduzione in inglese di alcuni termini relativi al cibo.
Cosa ancora più curiosa, la “traduzione” proposta da Google Traduttore ha tanto di bollino che dichiara che si tratta di una “Traduzione verificata dai collaboratori di Google Traduttore”. Meno male che l’hanno verificata, altrimenti chissà cosa sarebbe successo.
Giovanni nota che “traduzioni simili ci sono anche per tutte le altre lingue, al massimo cambia il numero di “o” finali. Gli stessi risultati si ottengono dall’app per iOS.” E anche dall’app per Android, secondo questa segnalazione. Se invece chiedo all’assistente vocale di Google, mi risponde (abbastanza correttamente) “sausage and broccoli.”
Mindful Marketing: 5 Uncommon Ways To Work With B2B Influencers
What are some uncommon ways B2B marketers can successfully work with influencers?
One of the many advantages of working with subject matter experts (SMEs) who are influential in their industry is the sheer variety of ways that marketers can collaborate to build a mutually beneficial partnership.
While we’ve explored many of the traditional ways B2B marketers often work with influencers, we wanted to take a look at a few of the unusual ways collaboration is taking place.
Let’s dive right in, with examples from both SMEs and marketers who’ve implemented uncommon takes on the B2B influencer partnership that can help inspire your own influencer programs.
1 — From Influencer to Long-Term Friendship
Christopher Penn, co-founder and chief data scientist at Trust Insights, has found that an influencer partnership can on occasion lead to something bigger than the sum of its parts.
“Uncommon experience? Becoming great friends with one of the folks who was originally just doing outreach,” Christopher shared.
“There’s always a bit of a power imbalance in any kind of influencer situation, especially in cases where someone is asking for help and there isn’t a tangible exchange of value — like payment,” Christopher explained.
“But occasionally you run into someone that’s just a solid, good human being, and the commercial relationship evolves into an actual friendship. Rare, but delightful,” Christopher noted.
Successful B2B influencer marketing programs are often built on long-term professional relationships that find brands and SMEs working together and helping one another over the long haul, giving rise to always-on efforts that gain strength as years of shared experiences and successes accumulate.
Finding friendship is a bonus that can sometimes happen when working with influencer programs, and is certainly one to treasure as Christopher shared.
[bctt tweet=”“Occasionally you run into someone that’s just a solid, good human being, and the commercial relationship evolves into an actual friendship. Rare, but delightful.” — Christopher Penn @cspenn” username=”toprank”]2 — Building Trust with Pre-Release Influencer Briefings
For Michaela Underdahl, marketing lead at customer relationship management software firm Nimble, there are a variety of uncommon tactics that can be used when working with industry influencers.
“One of our main goals at Nimble is to turn the influencers that we work with into power users and evangelists,” Michaela said.
“So, every time we are launching a new feature, we brief our influencers prior to the release date and request quotes describing the benefits of the feature to them. Depending on the type of the influencer, we use the quotes in various different ways,” Michaela explained.
“Some of the more common ways are press releases and blog posts, but we also create social graphics and use the quotes to reach out to additional influencers and press. This helps us open new doors as people recognize these influencers and are more likely to start working with us since they know we already work with people they know, like and trust,” Michaela shared.
This trust and the variety of ways it can be nurtured when working with SMEs is another example of the power of influencer marketing to go beyond traditional content or search marketing initiatives, as we explored recently in “Trust and the Search for Answers: How Influence Optimizes SEO Performance.”
Empowering evangelists as Michaela noted can lead to stronger influencer relationships that benefit both brands and industry experts.
[bctt tweet=”“One of our main goals at Nimble is to turn the influencers that we work with into power users and evangelists.” — Michaela Underdahl @MichaUnderdahl” username=”toprank”]3 — Discovering New Influencers In Unusual Social Hangouts
B2B influencer marketing continues to evolve, and SMEs in some industries aren’t always going to be found solely on the traditional social media platforms of LinkedIn*, Twitter, Facebook, and Instagram.
Many industries have attracted an infusion of newly-minted marketing professionals, and the SMEs they consider influential may frequent an entirely different set of online communication platforms, which could be any of the following or others:
- Clubhouse
- Twitter Spaces
- TikTok
- Spotify Greenroom
- Facebook Live Audio Rooms
- Caffeine
- Twitter Blue
- MeWe
- Twitch
Today there are more social channels than ever, and we all have our favorites for work, play, research, or other tasks.
B2B marketers are finding untapped audiences on uncommon social platforms — audiences that often become customers — and that feature potential influencers to consider for certain industries.
We’ve explored how B2B marketers can utilize some of these alternative social platforms in the following articles:
- How B2B Marketing Influencers Are Finding Success On New Social Channels
- On-Target: What’s New With Twitter For B2B Marketers In 2021
- How B2B Brands Can Boost Confidence in Livestream Video, Podcast and Clubhouse Marketing
Additionally, Penry Price, vice-president of marketing solutions at LinkedIn, recently explored how B2B marketers can tap in to Gen Z, in “Focusing on gen Z: how B2B brands can hook this new generation of customers & candidates.”
[bctt tweet=”“Participating on the Clubhouse app immediately increased my social and professional networks. Clubhouse is amazing for the give-and-take communication and information exchange.” — Stephanie Thum @stephaniethum” username=”toprank”]4 — Working Together To Drive Industry Knowledge
Perhaps even more than in B2C marketing, B2B influencers have increasingly formed mostly private groups that serve as communication tools for refining and driving the long-term success of influencer marketing.
Sometimes driving industry knowledge and empowering influencers are also tackled by more public groups, such as the popular Adobe Insiders program.
“Working with a small group of influencers can be a great place to start, but that small group should be backed by a much larger list of researched candidate influencers. As relationships develop through the course of different collaborations, B2B marketers will refine and find the right influencers. A VIP group of influencers might be created as Adobe has with its 60+ Adobe Insiders being activated at individual, small group or large group levels depending on the situation,” our CEO and co-founder Lee Odden noted recently in “B2B Influencer Marketing Strategy: 5 Questions to Ask First.”
The Adobe Insiders program is a diverse group of over 60 influencers that includes leading executives, industry leaders, major media correspondents, contributing journalists, and technology pioneers — including Lee.
Managing the B2B Adobe Insiders program is Rani Mani, head of employee advocacy at Adobe. Rani shared her insight into the program and how it drives industry knowledge and more in her in-depth interview for our Inside B2B Influence show, which is available at “Inside Influence 1: Rani Mani from Adobe on the B2B Influencer Marketing Advantage.”
[bctt tweet=”“I think we’ll see a lot more influencers standing up for their creative freedom and creative license and I think we’ll see less prescriptive micromanagement from brands.” — Rani Mani @ranimani0707″ username=”toprank”]5 — Spark Interest by Mentoring New B2B Influencers
By mentoring the next generations of marketing influencers, you’ll not only help new SMEs develop, but also continue your own lifelong learning.
Influencer marketing is a two-way street when it comes to mentoring opportunities.
“I think it’s really important that people seek out a person who is going to be a champion for them if they want to advance and grow their career,” Jen Holtvluwer, chief marketing officer at Spirion shared in our “Inside Influence 5: Jen Holtvluwer from Spiron on Award Winning B2B Influencer Marketing.”
“I’ve had so many that I still keep in touch with today that have been that champion for my cause. So I think it’s really important to not to do it alone and make sure you put in the time and that your time is noticed. And make sure that you’re marketing yourself to the right champion in the business. Then they’ll stay with you and refer you as other opportunities come up,” Jen explained.
We can do a great service to future generations by sharing our insight with aspiring young B2B influencers.
If we can spark an interest by mentoring a younger colleague, client or associate, we’ll contribute to a future of marketing that is more robust with your own personal knowledge passed along to the next generation.
We can do this by inspiring and mentoring young influencer talent by imparting your own passion for B2B marketing, as Peggy Smedley, editorial director and president at Specialty Publishing Media, shared with us in “B2B Influencer Marketing Advice from 9 Top B2B Influencers.”
“As influencers we are here to serve the mission and [know] that our influence on people comes from our ability to be a role model. We need to be very mindful about what we say and how we say it. We are always leaders and mentors and we need to focus on the needs of others first because we have been tasked with leading others. We always need to serve others and by doing that we are doing the best for ourselves,” Peggy shared.
[bctt tweet=”“We are always leaders and mentors and we need to focus on the needs of others first because we have been tasked with leading others.” — Peggy Smedley @ConnectedWMag” username=”toprank”]Taming Your Uncharted Influencer Waters
By making the leap from influencer to long-term friendship, building trust by sharing pre-campaign briefings, tapping into unusual social hangouts, using influencer groups to drive industry knowledge, and mentoring future influencers, your own B2B influencer marketing program can benefit substantially from these uncommon tactics.
These five are only the tip of the influencer marketing iceberg, however, as the power of influence is expansive and only expected to increase as we make the push to 2022.
To learn more about the power of influence in B2B marketing, be sure to catch the new season of our Inside B2B Influence show, featuring in-depth video and podcast interviews with the top B2B influencers working with the world’s biggest B2B brands. The season kicked off with Ann Handley of MarketingProfs in “Inside B2B Influence 14: Ann Handley of MarketingProfs on Content Marketing and Influence.”
Creating award-winning B2B marketing with an artful mixture of influence takes considerable time and effort, which is why many firms choose to work with a top digital marketing agency such as TopRank Marketing. Contact us today and let us know how we can help, as we’ve done for businesses ranging from LinkedIn, Dell and 3M to Adobe, Oracle, monday.com and others.
* LinkedIn is a TopRank Marketing client.
The post Mindful Marketing: 5 Uncommon Ways To Work With B2B Influencers appeared first on B2B Marketing Blog – TopRank®.
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The history of the Pride flag
On June 4th 2021, a piece of LGBTQIA+ history that we thought was long lost resurfaced: the original rainbow pride flag that was first raised on June 25, 1978 in San Francisco’s United Nations Plaza. The Gilbert Baker Foundation uncovered this priceless artifact in 2019 and donated it to the GLBT Historical Society of San Francisco to make it accessible to all. Today, 43 years after the flag was first raised, we are partnering with Google Arts & Culture – along with 12 other cultural institutions – to make stories about this iconic rainbow flag available to anyone, anywhere in the world.
As part of the “Beyond the Rainbow” hub, everyone can dive back into the history of the LGBTQIA+ movement through the colors of the iconic Pride flag whose design and many iterations led it to become a symbol that would represent the full spectrum of the LGBTQIA+ community and carry the memory of the fights for LGBTQIA+ rights and a better representation of all the LGBTQIA+ identities around the world, until today.
You will learn how, created in 1978 by Gilbert Baker with a team of artists under the impulsion ofHarvey Milk’s iconic speech, the original flag displayed 8 colors and for each, a specific meaning. For example Red represents Life, Orange means Healing, and Pink represents Sex.
Queer British writer, Jake Hall, author of “The Art of Drag,” will further explain each detail you need to know about thedifferent Pride flags and the communities they represent – including the Bisexual Pride flag and Trans Pride flag, while the artist Rigel Gemini’ shares his reflection about what it means to be a non-binary mixed artist in the music industry.
We at the GLBT Historical Society hope that these online resources will help everyone in the world better understand the historical significance of the rainbow flag and feel welcome to see it in real life within our walls in San Francisco!
Want to learn more? Visit g.co/beyondtherainbow, or download Google Arts & Culture’s Android or iOS app. Happy Pride to everyone!
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Further measures to help fight financial fraud in the UK
As part of ongoing cross-industry efforts to help tackle the issue of financial fraud, we recently announced that we were the first major technology firm to join Stop Scams UK. We also pledged $5 million in advertising credits to support public awareness campaigns in the UK, helping to ensure that consumers are better informed about how to spot the tactics of scammers both online and offline.
Today, we are announcing a significant additional measure to protect users and legitimate advertisers, and help prevent scammers exploiting our platforms. The Google Ads Financial Products and Services policy will be updated from 30th August to introduce new certification requirements for financial services advertisers targeting the UK.
Financial services advertisers will be required to demonstrate that they are authorised by the UK Financial Conduct Authority or qualify for one of the limited exemptions described in the UK Financial Services verification page. This new update builds on significant work in partnership with the FCA over the last 18 months to help tackle this issue.
Today’s announcement reflects significant progress in delivering a safer experience for users, publishers and advertisers. While we understand that this policy update will impact a range of advertisers in the financial services space, our utmost priority is to keep users safe on our platforms — particularly in an area so disproportionately targeted by fraudsters.
Here’s what you need to know about the policy update:
- The policy will be updated on August 30, 2021, and enforcement will begin seven days later, on September 6, 2021.
- Advertisers must successfully complete the updated verification process by the time enforcement begins in order to show financial services ads to UK users. This will include showing ads to UK users who appear to be seeking financial services.
- As part of the verification process, advertisers must demonstrate that they are authorised by the UK Financial Conduct Authority or qualify for one of the limited exemptions described in the UK Financial Services verification page.
- This requirement covers financial services products both regulated by and not regulated by the UK Financial Conduct Authority.
This new policy update is only the latest step in our commitment to tackling online financial crime in the UK. Our teams continue to use a mixture of machine learning and human review to analyse user experiences and take action.
For the last 18 months, we have worked with the FCA to receive notifications when additions are made to the FCA warning list. Based on feedback from the FCA, we have also updated policies, such as our unreliable claims policy. This update restricted the rates of return a firm can advertise and banned the use of terms that make unrealistic promises of large financial return with minimal risk, effort or investment.
Globally, we have also introduced new advertiser identity verification which requires advertisers to submit personal legal identification, business incorporation documents or other information that proves who they are and the country in which they operate.
We are committed to adapting and collaborating with industry and government organisations to lead on necessary changes to help fight evolving tactics by scammers.
Cause and effect: The outlook for American news media
The outlook for American news journalism has significantly shifted over the years. To shed light on what caused this shift, my team at Accenture recently completed an analysis of newspaper revenues over two decades. And while some suggest that tech companies like Google have taken the ad revenue from news publishers, our analysis reveals a more complex story.
Smartphones and high-speed broadband brought the wonders of the internet to our fingertips. With technological advances have come tremendous volumes of content from around the world — academic sources, specialist and topic-specific news and other content — offering consumers choice about how, where and in what format they access content.
This availability of digital news and other content has fragmented audiences and, in turn, advertiser revenue and balance sheets shrunk. Thousands of American journalists have been laid off, and the industry has consolidated as publishers cut costs.
Now, with a growing debate about how tomorrow’s news industry should be shaped, it’s important to consider how digitization brought change to the news business of today.
Americans are deepening their engagement with news
In our report, we found the underlying consumer demand for news is growing. A quarter of Americans report a significant increase in the amount of news they consume and more Americans are paying for news.
