Increasing Google’s investment in New York
Google has been fortunate to call New York City home for more than 20 years, during which time we have grown to 12,000 employees. New York’s vitality, creativity and world-class talent are what keep us rooted here. It is why we’re announcing today that we are deepening our commitment to New York and intend to purchase the St. John’s Terminal in Manhattan for $2.1 billion, which will serve as the anchor of our new Hudson Square campus.
As Google moves toward a more flexible hybrid approach to work, coming together in person to collaborate and build community will remain an important part of our future. It is why we continue investing in our offices around the world. Our decision to exercise our option to purchase St. John’s Terminal further builds upon our existing plans to invest more than $250 million this year in our New York campus presence. It is also an important part of meeting our previously announced racial equity commitments, which include continuing to grow our workforce in diverse communities like New York.
The St. John’s Terminal site at 550 Washington Street, which we currently lease and expect to open by mid-2023, will be one part of the already sizable investment we’ve made in New York — Google’s largest office outside California. We’ve made substantial progress in building out our 1.7 million-square-foot Hudson Square campus that will serve as the New York headquarters for our Global Business Organization, which includes our sales and partnership teams. The St. John’s Terminal transaction will close in the first quarter of 2022.
St. John’s Terminal is a former freight facility that is being reimagined into a highly sustainable, adaptable and connected building. Its biophilic design connecting people more closely to nature will add numerous outdoor open spaces and reconnect the Hudson Square neighborhood to the waterfront. The building will also offset 100% of its carbon in support of Google’s ambitious carbon goals.
Samsung annuncia il nuovo capitolo di Life Unstoppable
Google Meet regolerà la luminosità della webcam sul web
OPPO Reno6 protagonista al Red Bull Cliff Diving World Series
Roberto Re sostiene la Fondazione Exodus di Don Antonio Mazzi
Fino al 30 settembre è possibile accedere ai contenuti dell’evento formativo del 7 -9 settembre scorsi facendo una donazione a Exodus Roberto Re: l’evento di formazione Restart disponibile gratuitamente online per sostenere…
L’articolo Roberto Re sostiene la Fondazione Exodus di Don Antonio Mazzi scritto da Paolo Brambilla proviene da Assodigitale.
Instagram lancia la funzione “Cerca sulla mappa”
Colpo di scena: Italia all’ultimo posto in UE nell’uso dei social
Google apps, meet iOS 15
Get ready to hit update. iOS 15 is here — and with it, many new features to improve your favorite Google apps.
Fewer interruptions when you focus
If you’re someone who gets non-stop notifications throughout the day, we bet you’ll enjoy the new Focus mode on iOS. Focus mode is really useful when you’re trying to get work done, study or just need a digital break. We’ve updated Google apps to work with Focus mode and make notifications as relevant and timely as possible.
For example, if you’re navigating somewhere with Google Maps, we’ll still let you know when you need to make a turn or if there are changes to your route — like road closures or unexpected traffic. Focus mode won’t silence these helpful, timely reminders.
Similarly, the Google Home app will let you know if there’s an unfamiliar face at your door. And if you set a reminder in Google Tasks that’s linked to a specific time, like “take the cupcakes out of the oven at 11:45,” we’ll be sure to notify you.
But notifications that aren’t as urgent or don’t require immediate action will go right to the Notifications Center, where you can check them whenever is most convenient for you.
In the coming weeks, you’ll start to see these new notification changes roll out across Gmail, Meet, Tasks, Maps, Home and many other Google apps. Try it out, your future self will thank you.
How a top Brazilian media portal uses Web Stories
Launched in 1996, Universo Online (UOL) became Brazil’s first major news website, featuring content from the daily edition of Folha de S.Paulo and other popular newspapers and magazines. Since then, parent company Grupo UOL has grown the publication into a leading media destination for Brazilians, expanding its audience reach to more than 109 million unique users. With a focus on news, health, lifestyle, gaming, sports, automotive and technology, UOL is now among the country’s top content producers — nine out of 10 Brazilian internet users visit the site.
In 2018, with the goal of expanding and creating more mobile-friendly content, UOL became the first media company in Brazil to launch Web Stories. This fast-loading, visual and tappable content format was also helpful for competing with social media sites. To attract attention, UOL needed more than great text and reliable information. Text, photos and video needed to be intuitive and engaging, so they decided to give Web Stories a try.
“In 2018, we encouraged our team to produce great Web Stories,” UOL Content Director Murilo Garavello says. “And starting in 2020, we started using tools to jump to a higher level of quality. In turn, we got a great response from our audience.”
During this time, the team also ramped up production, going from about 85 Web Stories per month in 2018 to between 125 and 175 per month in 2021. This was key to expanding UOL’s reach and boosting user engagement.
UOL experimented with Web Stories across its content areas, and the publisher’s developers incorporated these Stories into their own content management system (CMS). In July 2020, UOL adopted MakeStories, a drag-and-drop, no-code Web Stories builder, to make it even easier for busy journalists to produce Stories.
For the summer 2021 Tokyo Olympic Games, Nossa, UOL’s lifestyle channel, featured immersive Web Stories about Japan, inviting readers to learn about Japanese culture, food and nature.
And UOL’s Sports section produced a series in a comic book format looking at the fascinating Olympic history, including the story of the 1992 U.S. Basketball Dream Team and Brazil’s historic Olympic medals at the 2000 and 2008 Games.
UOL’s constructive journalism section, Ecoa (“For a Better World”), also adopted Web Stories. “Learn how to make a lip scrub in less than 5 minutes” offers a step-by-step guide to making natural cosmetics with a mix of explanatory videos, animated GIFs and photos. Ecoa also used Web Stories to create book-style content, like their Story on “The Day of Black Consciousness.”
New designs for Chrome and Chrome OS, by Latino artists
As we celebrate National Hispanic Heritage Month, we pay tribute to the generations of Latinos who have positively influenced and enriched society, arts, culture and science in the United States.
As a proud Latina, I have seen first hand how our diversity is our strength. We use various terms to define ourselves (Hispanic, Latinx, Latino, Black, Mexican, Salvadoran, Puerto Rican, Brazilian, and more), yet we still can come together as one resilient community.
This year Chrome partnered with Latino artists to create a collection of themes that celebrate our heritage. You can use them to customize your Chrome browser and Chromebook wallpapers. The work reflects a variety of meaningful subjects, from family to the subtle ways we all stay connected. This collection continues our work commissioning contemporary artists to visually show how people use Chrome and Chromebooks to get things done, explore, find and connect on the web.
Meet the commissioned artists, and browse the 20 new backgrounds in the collection on the Chrome Web Store or in your Chromebook wallpaper gallery.
Inside B2B Influence: Brian Solis of Salesforce on the Future of Influence in B2B Marketing
If this is your first time, Inside B2B Influence is a podcast series that goes behind the scenes of B2B marketing and highlights insights with top business executives on influencer marketing for B2B companies. At TopRank Marketing we’re doing our best to connect readers and listeners with B2B marketing insiders on strategies, trends, tactics and the future to elevate the practice of growing influence within and outside of B2B brands.
In Episode 17 of Inside B2B Influence we have a returning guest who needs little introduction given his accomplishments and yet, we’d all be missing out if I did not mention that Brian Solis is Global Innovation Evangelist at Salesforce, an 8X best selling author, global keynote speaker, digital pioneer and has been a good friend for over 10 years.
Lee, Valerie, Brian – 2008 (Photo: Brian Solis)
As someone who has been at the forefront of studying, innovating and practicing influence in the B2B business and technology world, I reached out to Brian for his thoughts on what the future holds for influence at B2B organizations inside and out, what to look for with business influencers and thoughts on how to scale influence.
Highlights of episode 17 include:
- Advantages influencer marketing creates for B2B brands in 2022
- The most important qualities B2B brands should look for in influencers
- The importance for B2B brands to grow influence from within
- The next evolution of influence for B2B companies
- What B2B companies should consider in order to scale influence
Take a listen to The Future of Influence in B2B Marketing with Brian Solis:
Transcript – Inside B2B Influence Episode 17: The Future of Influence for B2B Marketing
In the first ever research report on B2B influencer marketing, you shared that “in a time of darkness, chaos or confusion, B2B brands have an opportunity to be the light for their customers.” As we finish off 2021 and head into another year of the pandemic, what kind of advantage does influencer marketing bring for B2B brands?
I think (B2B influencer marketing) is more important than it’s ever been. @briansolis
Brian: I think it’s more important than it’s ever been and kudos to you for launching that first report. I understand that it was incredibly successful, so thanks for letting me be part of that.
I’ll try to connect the dots this way for those who are listening. At Salesforce, our mission is to help businesses, not just transform, but to be relevant and to thrive in what’s going to be what I call, a novel economy. It’s the word novel, like in novel coronavirus means new and unusual, and that means that we’re heading into new years, a new genre of business without a playbook.
When we take that stance, that means that we have to have a very solid position on how we’re going to help you. What does business look like on the other side? What does every function look like on the other side? Marketing, sales and service? How do they all come together to essentially create the enterprise of the future right now?
And so that’s going to take a lot of work, a lot of thought leadership, a lot of content, a lot of video, a lot of articles, a lot of social media to reach those looking for insights – to connect the dots between valuable information and actions to those who need them.
We have all become marketers now. @briansolis
In that regard, you can’t just have the ideas. You can’t just have the solutions. You also have to have the ability to connect the dots between those ideas and people who need them. So, in a sense, we have all become marketers now. And I think that’s a good thing. I think marketing itself becomes a much more value added, it rises in the ranks of helping to serve, I guess, is the best way to put it, Not just to market or promote or to gain eyeballs, but to serve people.
I think it’s like a call to arms or this enlightenment that gives us a greater sense of purpose, a more noble sense of purpose. So with that said, I have a lot to read, a lot to learn and relearn in these times because there’s certainly a lot of really smart people out there. I’m just hoping to continue to, not just think about ways to help companies, but to also think about ways to reach people their way. And that has me “control alt deleting” a lot of assumptions, that’s for sure.
B2B marketers have learned many lessons from our B2C counterparts including what makes an influencer. B2B influencers are more than experts with industry credentials. They are increasingly creators as well. What are the qualities most important in an influencer that brands should look for?
Brian: Oh, man, let’s start with the question of what makes an influencer. You know, I think back to some of the conversations, how many years have we been having these really these awesome conversations? I really appreciate how long we’ve known each other. We’ve done a lot of really cool things together. I think this is a time where it’s almost as exciting as when we first met. You remember? Social media was just coming together. It was just chaos. It was the wild west. And I think this is that time. I don’t know that people are going to pick up that it’s that time, but it really is. I want to call it out for this reason. What is an influencer?
Because coming into 2022 I think we could all have these visions of some beautiful human being on a beach in Thailand. Somebody walking and seeing their back with their hand extended holding their hand. You know, that’s what I think a lot of traditional marketers think about in terms of influencer marketing. I’m not going to knock it. It has been, for B2C, some of the most innovative, creative stuff that I’ve seen in a long time. There’s nothing to say though, that when it comes to B2B that you can’t be human being either. I think that’s really where we should start thinking about this.
Every single day I get emails, “We need you to be part of this.” Very rarely does someone take the time to read my work and then reach out and talk about ways that we might be able to collaborate. @briansolis
I too, have been the recipient of these types of requests. Every single day I get emails, “we need you to be part of this. We want to give you some content to publish. Can you make a video? Can you do this?” And it’s simply because of the number of people who follow my work. Very rarely does someone take the time to read my work and then reach out and talk about ways that we might be able to collaborate, because there was some idea that they felt could help them connect the dots of markets they’re trying to cultivate.
That’s where it starts: who are you trying to reach and why? And then building bridges between those people who have earned the trust of those that you’re trying to reach, whether it’s a macro influencer, certainly in the B2B world, there are people with a lot of followers, more followers than I’ll probably ever have. And at the same time they have reached the micro influence that is so critical right now. The people that you trust because they will tell you something specific that you need to do and you believe that their insights are going to help you succeed in how you’re measured for success.
I’m a big believer in experimenting. So I’ll experiment with the wide swaths and the big audiences. But I also want to experiment with direct outcomes. If we can together, do some work that helps people make better decisions or move markets or launch products that help other companies, then that’s what I’m talking about.
For example, I remember some of my greatest work in the past, aside from what I’m doing right now. So I don’t know that I’ve ever had so much fun while having such an impact, was back in the day with Google when we launched, we introduced the concept of micro-moments. Micro-moments was our way of helping marketers understand that a mobile first customer does not go through the web journey like a traditional customer sitting in front of a big screen or a laptop journey.
You have to think about TikToK or Snapchat versus amazon.com, right, in terms of how you go through that. The work that we did cast a wide net because Google is very good at that. My responsibility was the micro stuff. Can we beat the drum of micro influence by talking about micro-moments in every single aspect of how a customer goes through the journey and what they’re missing and what they need from marketers, from digital marketers, from web marketers to create that ideal journey.
If I didn’t have that audience, I would go build that audience. @briansolis
So, we talked about micro-moments, we talked about mobile first things. We talked about stats, we ran all kinds of research. We did micro-moments for travel, micro-moments for insurance and micro-moments for auto sales. I was a mad man during that first year to 18 months, every single day developing new content, putting it in the places that were going to reach those people. If I didn’t have that audience, I would go build that audience.
That was my life for a year and a half. And I think the result of that is that everybody knows about micro moments and it’s still important after all of these years today. But that was the hard work, dedicated work of cultivating those communities, not just relying on somebody because they had the numbers.
I think that in this post pandemic economy that’s going to start taking shape, as soon as we can get people vaccinated, that the new world, that next normal needs more work like that. Not just intention to promote stuff, but to build stuff, to help those who are looking for insights, understand that we can build that playbook together.
What is your problem? How has the world changed and how can I help you? Go create (content) around that. @briansolis
I think there’s a lot of people asking questions. There’s a lot of people looking for help. For those influencers who are going to take the time to think about it, not just promote or say something, or try to get a lot of views or clicks or what have you. But to think about like honestly think about, what is your problem? How has the world changed and how can I help you? And then go create around that. That’s the answer to your question. That’s what makes an influencer and it’s not even an influencer at that point. That’s a business partner who’s helping you and helping others solve problems and create opportunities.
One of the significant trends we’ve seen with many enterprise B2B brands is growth of investment in building influence from within. This comes in the form of employee advocacy programs as well as building thought leadership and influence for key executives by collaborating on content with industry experts. How important is it for B2B brands to grow influence from within?
Brian: Such a great question. I joined this company because I wanted to be part of this culture. The Ohana, it is a very special culture, They, we, I should say, believe in that employee advocacy and empowerment. Because the frontline for us are those individuals who are having to help our customers solve some pretty big problems and transform overnight like most companies that got hit in March, 2020 with remote work and e-commerce, and chat bots and automation, and all of the things that had accelerated roadmaps, digital transformation roadmaps by 10 years.
So Mark Benioff, at our big corporate kickoff get together, he talked about how we all need to as individuals, as employees of the organization, not just sell technology, which is a really big thing for a CEO of a hyper-growth company to say. He was basically saying, he wants all of us to think about the outcomes that our customers are trying to solve for and the things that they don’t know, that they need to solve for and go be that go be that person, go be that resource so that they can trust you beyond just being a sales person or a service person.
Employee advocacy is the belief in your people that they can provide solutions and help. @briansolis
That’s a big call to all of us, right? Not just me and my colleagues who do this every single day, but for everybody. That’s employee advocacy. It’s the belief in your people that they can provide solutions and help, not just the things that are going to hit the bottom line. To build relationships, as my colleague Henry King, and I have written about it in a serious this last year, we talk about relationship transformation. What do you want the employee to do, or employees do in aggregate and as individuals? Well, essentially it’s to build relationships.
You know this better than anybody. You build relationships by adding value and consistently adding value.
Business outcomes are natural byproducts of investing in relationships. @briansolis
To do that, it means you have to understand what value looks like. Value is in the eye of the beholder. Then you train, you empower, you re-skill or skill to help people get there. And then you measure that because we’re all in the relationship business. You measure the relationships that you want to see come to life. Then business outcomes are natural byproducts of investing in those relationships.
So then it’s not just a conversation. How can we empower employees to create, to share, to answer questions that maybe haven’t been asked and to answer those questions en masse so that a lot of people find those answers. Essentially you build an infrastructure that can help create that type of advocacy.
I think that’s a pretty big deal, going beyond all of the apps to see, hey, what is it like to work there? You really start to invest in the culture where part of that culture is, you have smart people who are sharing smart things. I think that’s part leadership, but also you need a program that isn’t just about ghost writing for executives. It’s really about giving a voice to the executive who actually believes in those things and scaling them.
Thank you Brian!
You can find Brian on Twitter, LinkedIn, his website and you can watch Brian along with his co-host John Kao and special guests on their Intersections show every Thursday morning at 10:30am PT.
Be sure to stay tuned to TopRank Marketing’s B2B Marketing Blog for our next episode of Inside B2B Influence where we’ll be answering the B2B marketing industry’s most pressing questions about the role of influence in business to business marketing.
Have you taken the 2021 B2B Influencer Marketing Survey?
Help elevate the practice of influence in B2B marketing by sharing your experience and opinions about B2B marketing and working with influencers in our latest research project. The survey takes just 10 minutes and you’ll not only get an advanced copy of our research report featuring insights from Brian Solis and an incredible mix of B2B industry experts, but we’re also giving away some sweet incentives. Take the survey today though, because we’ll be closing it down soon.
The post Inside B2B Influence: Brian Solis of Salesforce on the Future of Influence in B2B Marketing appeared first on B2B Marketing Blog – TopRank®.
Come funziona il sistema di video consigliati su YouTube
Cos’è un sistema di video consigliati?
Come sono personalizzati i video consigliati
- Clic: Cliccare su un video fornisce una forte indicazione che lo troverete anche soddisfacente. Dopo tutto, non cerchereste qualcosa che non volete guardare.
Ma come abbiamo imparato nel 2011, cliccare su un video non significa che l’avete effettivamente guardato. Diciamo che stavate cercando gli highlights della partita di Wimbledon di quell’anno. Scorrete la pagina e cliccate su uno dei video, che ha una miniatura e un titolo che suggeriscono che mostri un filmato della partita. Invece, è una persona nella sua camera da letto che parla della partita. Cliccate su un video che il nostro sistema raccomanda nel vostro pannello “Successivo”, e trovate un altro tifoso che parla della partita. Ancora e ancora fate clic su questi video fino a quando finalmente viene consigliato un video con il filmato della partita che volete vedere. Ecco perché abbiamo aggiunto il tempo di visione nel 2012.
- Watchtime: Il tempo di visualizzazione – quali video avete guardato e per quanto tempo – fornisce al sistema dei segnali personalizzati su ciò che più probabilmente volete guardare. Quindi, se il nostro appassionato di tennis ha guardato 20 minuti di video di Wimbledon e solo pochi secondi di video di analisi della partita, possiamo tranquillamente supporre che abbia trovato più utile guardare i video dei momenti salienti.
Quando abbiamo incorporato per la prima volta il watchtime nei video consigliati, abbiamo visto un immediato calo del 20% nelle visualizzazioni. Ma per noi era più importante offrire più valore agli spettatori. Detto questo, non tutto il tempo di fruizione è uguale. A volte sono rimasto sveglio fino a tardi, guardando video a caso, quando invece avrei potuto imparare una nuova lingua su YouTube o affinare le mie capacità culinarie insieme a un creator. Non vogliamo che gli spettatori sprechino tempo a guardare video che non gli interessano: ci siamo resi conto che dovevamo fare ancora di più per misurare il valore che si ottiene dal proprio tempo su YouTube.
- Risposte ai sondaggi: Per assicurarci che gli spettatori siano davvero soddisfatti del contenuto che stanno guardando, misuriamo quello che chiamiamo “watchtime di valore”, il tempo trascorso a guardare un video che considerate prezioso. Misuriamo il tempo di visione valorizzato attraverso sondaggi tra gli utenti che chiedono di valutare il video che avete guardato da una a cinque stelle, dandoci una metrica per determinare quanto avete trovato soddisfacente il contenuto. Se valutate un video da una a due stelle, vi chiediamo perché avete dato una valutazione così bassa. Allo stesso modo, se date al video da quattro a cinque stelle, vi chiediamo perché – cioè, è stato di ispirazione o significativo? Solo i video che valutate altamente con quattro o cinque stelle vengono contati come tempo di visione apprezzato.
Naturalmente, non tutti compilano un sondaggio su ogni video che guardano. Sulla base delle risposte che otteniamo, abbiamo addestrato un modello di apprendimento automatico per prevedere le potenziali risposte al sondaggio per tutti. Per testare l’accuratezza di queste previsioni, tratteniamo volutamente alcune delle risposte al sondaggio dall’addestramento. In questo modo monitoriamo sempre quanto il nostro sistema si avvicina alle risposte effettive.
- Condivisione, Mi piace, Non mi piace: In media, le persone hanno maggiori probabilità di essere soddisfatte dai video che condividono o a cui mettono mi piace. Il nostro sistema utilizza queste informazioni per cercare di prevedere la probabilità che voi condividiate o apprezziate altri video. Se mettete Non vi piace, per noi è un segnale che probabilmente non era qualcosa adatto a voi.
Come per i video consigliati però, la rilevanza dei segnali dipende da voi. Se siete il tipo di persona che condivide qualsiasi video che guarda, compresi quelli che valutate con una o due stelle, il nostro sistema saprà di non dover tenere conto delle vostre condivisioni quando suggerisce un contenuto. Questo è il motivo per cui il nostro sistema non segue una formula fissa, ma si sviluppa dinamicamente al variare delle vostre abitudini di visualizzazione.
Essere responsabili nel consigliare i video
Le domande più frequenti sui video consigliati
1. I contenuti estremi ottengono il maggior engagement?
2. I contenuti estremi fanno crescere il watchtime su YouTube?
3. I video consigliati spingono gli spettatori verso contenuti sempre più estremi?
4. I contenuti estremi fanno guadagnare?
A digital fast lane for emerging economies
A look at the new Future Readiness Economic Index for decision makers
The pandemic has had devastating effects on emerging economies, threatening to undo thirty years of progress. In countries like Kenya, India, and Brazil, COVID drove up unemployment, disrupted supply chains, and devastated entire sectors.
If we do nothing, it could take years for these countries to recover, creating even greater divides between people in developed and emerging economies. But we’re seeing a contrary trend that could dramatically turn things around. Looking beyond the short-term headlines to longer-term trends actually tells a different story.
As last year’s Digital Sprinters Framework outlined, if emerging economies adopt the right digital policies, they could actually emerge stronger and better prepared to accelerate economic growth and opportunity.
Apple caccia Facebook dall’App Store perché ospita schiavisti?
