OPPO Find X3 Pro: sa fare tutto (anche il microscopio) e fa tutto al top! La recensione
Nuove sfide sociali ed economiche nel terzo settore. Le alleanze di scopo
— – di Greta V. Galimberti – Trendiest News – – Una nuova e dirompente tipologia di azione nel Terzo settore è costituita dalla costituzione di reti associative. Stanno nascendo a un ritmo imprevedibile le “alleanze di scopo”. Fino ad ora si parlava di “Alleanza Permanente di Scopo” (APS) in ambito di formazione professionale, università, aziende, associazioni datoriali, ecc. Pur essendo qualcosa di simile, nel settore del volontariato, occorre comprendere quali siano le modalità e…
L’articolo Nuove sfide sociali ed economiche nel terzo settore. Le alleanze di scopo scritto da REDAZIONE TRENDIEST proviene da Assodigitale.
Break Free B2B Marketing: Nicole Brady of SAHM Reviews on the Importance of Empathy in Reaching Your Niche
For over a decade our team at TopRank Marketing has fostered a strong community of leading influencers, developing close relationships with subject matter experts in a wide variety of industries.
When it comes to B2B influencer marketing, it’s natural to wonder just what an industry influencer actually looks like?
In our third season of Break Free B2B Marketing video interviews, we’re continuing in-depth conversations with a selection of top B2B influencers, and taking a close look at the issues that each expert is influential about in their own industry.
Each successful B2B influencer has a rare mix of the 5 Ps — proficiency, personality, publishing, promotion, and popularity — as our CEO Lee Odden has outlined in “5 Key Traits of the Best B2B Influencers.”
Featuring all of these qualities and many more is Nicole Brady, publisher at SAHM Reviews, who we’re delighted to be profiling today.
According to a study done by G2, 92% of B2B buyers are more likely to purchase after reading a trusted review. A different study tells us that 91% of customers between the ages of 18 and 34 trust online reviews just as much as they would a personal recommendation. Long story short: buyers care about reviews, whether they’re a business or an individual consumer.
Some people understand this more than others. One of those people is Nicole Brady. Nicole Brady is the founder and force behind SAHMReviews.com, a successful site known for it’s engaging story-based reviews of products and services. Knowing how to tap into stories and find your own niche storytelling techniques are skills integral to any B2B marketer, which is why we invited Nicole to speak with us for today’s episode of our Break Free B2B marketing video series.
Break Free B2B Interview with Nicole Brady
If you’re interested in checking out a particular portion of the discussion, you can find a quick general outline below, as well as a few excerpts that stood out to us.
- 1:15 – Introduction to Nicole
- 2:38 – Building empathy and trust with an audience
- 4:12 – What are story-based reviews and why are they important?
- 7:15 – Signs of progress in Nicole’s space – and where things are going
- 12:12 – Why are individual reviews more impactful than brand content?
- 15:22 – How important is technology and thinking outside the box to consumers?
- 19:16 – You create board games?! Tell us more!
- 25:43 – What do you see as the key qualities that make something fun?
- 28:08 – How did Nicole find her niche and what advice does she have for others on a similar journey?
- 30:40 – Any tips for working with brands as an influencer? Tips for brands working with influencers?
- 34:02 – What advice would you give to B2B marketers looking to break free?
- 36:04 – How to get in touch with Nicole
Nick: If you try to look ahead one year, how do you envision the space where you’re working? What do you think is going to change? And what do you think is sort of the main trend line that’s going to carry it forward?
Nicole: I think moving forward from here, people are realizing the importance of not only technology and the integration of that technology, whether it’s companies being able to do curbside pickup, people not being able to come into their businesses, but they’re still being able to function in eCommerce, in digital learning, and you have so much distance learning and telecommuting. I think companies are going to have to embrace all of those things over the next year, that it’s caused them to have setbacks this year. I think, had we been more prepared with telecommuting, with distance learning, and had we been more prepared for those things? I think this entire quarantine that we’ve had would not have been such a problem to our economy. I think moving forward in the next year, that’s really what people are going to have to adapt to — finding ways to think outside the box, and different ways to engage with their consumers, whether it’s on social media, allowing them to purchase through social media, allowing them to use curbside pickup or whatever it is, and finding ways to do things without having people walk in the door, or even traditionally, the way they’ve been doing it, I think we just have to really look outside the box and find new ways.
[bctt tweet=”“I think companies are going to have to embrace all of the things over the next year that have caused them to have setbacks this year.” — Nicole Brady @SahmReviews” username=”toprank”]Nick: What do you think makes the content from that third party individual, an influencer, or even just a consumer giving a product review? What makes that so much more powerful than brand content?
Nicole: Because it’s real. It’s someone who is sharing their opinions. It’s not scripted. It’s not a commercial. And I guess that’s one of the things that if you are hiring content creators or influencers: do not pin them down and say you can or cannot say something, you need to just give them free reign. They are creative, they’re creative individuals. That’s why they have a fantastic audience. Usually, that’s why you know about them, you know. Just say, “Do your thing.” If a company comes in and says, “Hey, here’s these ingredients, create a recipe,” and you’re going to somebody who is good at creating recipes, you don’t want to say oh, by the way, we want it to be this, this this, and this. You don’t want to say that, you want to give them the information.
[bctt tweet=”“If you are hiring content creators or influencers, do not pin them down and say you can or cannot say something. You need to just give them free reign.” — Nicole Brady @SahmReviews” username=”toprank”]Keep your eye on the TopRank Marketing Blog and subscribe to our YouTube channel for more Break Free B2B interviews. Also check out episodes from season 1 and season 2.
Take your B2B marketing to new heights by checking out out previous season 3 episodes of Break Free B2B Marketing:
- Episode 1: Kevin L. Jackson, GC GlobalNet — The Future of Cloud Computing
- Episode 2: Tim Crawford, AVOA — The New Normal
- Episode 3: Oliver Christie, PertexaHealthTech — The Future of Artificial Intelligence
- Episode 4: Liam McIvor Martin, Time Doctor — Trends in Remote Work
- Episode 5: Sarah Barnes-Humphrey, SHIPZ — The Future of Supply Chain
- Episode 6: Eric Vanberburg, TCDI — The Changing Cybersecurity Landscape
The post Break Free B2B Marketing: Nicole Brady of SAHM Reviews on the Importance of Empathy in Reaching Your Niche appeared first on B2B Marketing Blog – TopRank®.
Investing in America in 2021
One of the best parts of my job is getting the opportunity to visit the communities that Google is a part of across the U.S. Whether it’s meeting small business owners in Pittsburgh, congratulating graduates of our Google Career Certificates in Dallas, or visiting a classroom of kids learning to code in Oklahoma, these trips have always filled me with optimism and insight.
Obviously in-person visits haven’t been possible over the past year. Yet I continue to be inspired by the stories I’ve read of teachers moving to virtual classrooms, local shops taking digital orders, and job seekers enrolling in online courses to sharpen their skills. It’s why I believe a lasting economic recovery will come from local communities, and the people and small businesses that give them life.
Google wants to be a part of that recovery. That’s why we plan to invest over $7 billion in offices and data centers across the U.S. and create at least 10,000 new full-time Google jobs in the U.S. this year. This includes investing in communities that are new to Google and expanding in others across 19 states.
Investing in our offices
Coming together in person to collaborate and build community is core to Google’s culture, and it will be an important part of our future. So we continue to make significant investments in our offices around the country, as well as our home state of California, where we will be investing over $1 billion this year. Outside of the Bay Area, we’ll keep growing our offices across the U.S., including plans to add thousands of roles in Atlanta, Washington, D.C., Chicago and New York. This will help bring more jobs and investment to diverse communities as part of our previously announced racial equity commitments. We’re already making progress: 2020 was our largest year ever for hiring Black and Latinx Googlers in the U.S., both overall and in tech roles.
Expanding our data centers
In addition to Google offices, we’re investing in data center expansions in Nebraska, South Carolina, Virginia, Nevada and Texas. Our existing data center sites in Nebraska, Ohio, Texas and Nevada will be fully up and running in 2021. Our data centers are what powers your searches, emails, photos and the maps that help you find the fastest way home; they’re also important to the fabric of local communities, from providing opportunities for supply chain partners and small businesses to supporting distance learning in South Carolina and Nevada.
Creating more economic impact
Not only will these investments enable us to create new opportunities in the places where we operate; they’ll also make it possible to provide products and services that help boost economic recovery. In 2020, Google Search, Google Play, YouTube and Google advertising tools helped provide $426 billion of economic activity for more than 2 million American businesses, nonprofits, publishers, creators and developers, according to our2020 U.S. Economic Impact Report, released today. For example, Corinna relies on the reviews on her Business Profile to attract new customers to Celsious, an eco-friendly laundry service and public space in Brooklyn, NY. In South Carolina, Tay and Sarah use YouTube for business tips and inspiration daily, helping Bobby’s BBQ draw lines around the block for its famous all-purpose seasoning.
In addition to helping businesses adapt and recover during the pandemic, the Android app ecosystem, including Google Play, helped support 1.9 million jobs in 2020—from software engineers and mobile applications developers, to marketing and human resources teams. And YouTube creators started and grew their businesses on the YouTube platform, creating over 345,000 jobs for Americans last year. That’s in addition to the more than 84,000 Googlers we employ full-time throughout the U.S.
Where we’re investing in 2021
Across offices and data centers, here are more details on where our investments will be focused in 2021.
South
We’re increasing our investment in our South Carolina data center, establishing our newest Cloud engineering site in Durham, North Carolina, and opening the first U.S. Google Operations Center in Southaven, Mississippi. In Virginia, we’ll open our new Reston office building and expand our Loudon County data center. In Texas, the new data center in Midlothian is now operational, we’re opening our first Houston office and continue to invest in our campuses in Austin. We’re continuing to invest in our Atlanta campus as well.
Midwest
Earlier this year, we established Google’s first Minnesota office in Rochester, and our data centers in New Albany, Ohio and Papillion, Nebraska, are now operational. We’ll expand our data center footprint in Nebraska with an additional investment, and make further improvements to our Detroit, Ann Arbor, and Chicago offices.
East
In 2018 we made a commitment to double our workforce in New York by 2028, and this year, we will continue to invest in building out our campus presence to meet that goal. We’ll continue to invest in our Cambridge, Massachusetts, and Pittsburgh, Pennsylvania offices, as well as increase our workforce in Washington, D.C.
Central + West
Our growth continues in Boulder, Colorado, and we will open our new office in Portland, Oregon, this year. We continue to invest in our Kirkland and Seattle campuses in Washington State. In California, we will continue to invest in our offices in the state and support affordable housing initiatives in the Bay Area as part of our $1 billion housing commitment. We project that our $250 million investment fund will help create 24,000 housing units by 2029. In Nevada, our data center in Henderson is now operational, with plans to expand it, along with our Storey County data center, in 2021.
Covid-19, l’UE dà l’ok alla green card per viaggiare?
Dopo Cina e Israele, anche l’UE si prepara a dare l’ok al passaporto vaccinale per viaggiare. Grazie a questo certificato, presentato dalla Commissione europea per rilanciare i viaggi nel Vecchio Continente, i cittadini europei potrebbero tornare a viaggiare quest’estate in assoluta libertà, ma a patto di fornire la prova di essersi sottoposti alla vaccinazione, oppure di essere risultati negativi ai test o, ancora, di essere definitivamente guariti da un eventuale contagio da Covid-19, e avere di conseguenza sviluppato i relativi anticorpi.
Falla Microsoft: migliaia di aziende italiane sotto attacco hacker
Centinaia di aziende di tutto il mondo sotto attacco hacker per una falla nei sistemi Microsoft. Nel mirino dei pirati informatici anche diverse società italiane, i cui computer e server aziendali sono finiti sotto controllo di un gruppo di malintenzionati. Secondo quanto riferisce l’Ansa, sarebbero in corso indagini da parte della Polizia Postale italiana, in seguito alle segnalazioni ricevute da Microsoft stessa. Sono giorni caldissimi per le più importanti aziende mondiali, poiché di recente l’Eba, l’Autorità bancaria europea è stata vittima di un attacco proprio sfruttando una falla sui server di Microsoft Exchange. Comunicando la notizia, nel suo comunicato la stessa Eba ha sottolineato che altre istituzioni sono state vittima nei giorni scorsi di attacchi simili.
4 ways web creators are monetizing their blogs now
Most bloggers start out writing about passions, whether it’s fashion, travel, pets, food…whatever inspires them. And the most successful among them are as devoted to their blogs as they are to their passions and produce rich content on a weekly or even daily basis.
But what does it take to turn a blog from a fun hobby into a source of income? We asked web creators who focus on a range of topics how they’re monetizing their blogs and websites to shed some light on the process.
Let advertising work for you
Quanto è carbon-free il vostro cloud? Nuove informazioni per scoprirlo
Decarbonizzare completamente la fornitura di elettricità dei data center è il prossimo passo cruciale per realizzare un futuro carbon-free e sostenere i clienti di Google Cloud con il cloud più pulito del settore. Per raggiungere questo obiettivo, ogni region di Google Cloud sarà alimentata sempre di più da un mix di energia priva di emissioni di carbonio e sempre meno da energia di origine fossile. Misuriamo i nostri progressi lungo questo percorso con Carbon Free Energy Percentage (CFE%). Oggi condividiamo la CFE% media oraria per la maggior parte delle region di Google Cloud qui e su GitHub.
Clienti come Salesforce stanno già integrando l’impatto ambientale nella loro strategia IT mentre lavorano per decarbonizzare i servizi che forniscono ai propri clienti. Patrick Flynn, VP of Sustainability di Salesforce, si impegna a fare leva sulla cultura aziendale dell’innovazione per affrontare il cambiamento climatico.
“In Salesforce crediamo nel potere dell’innovazione e della tecnologia nel rapporto con i clienti, per affrontare le sfide legate al cambiamento climatico”, afferma Patrick Flynn, VP of Sustainability in Salesforce. “Con Carbon Free Energy Percentage di Google, Salesforce può dare la priorità alle region che massimizzano l’energia carbon-free, riducendo l’impronta di carbonio mentre continua a offrire a tutti i clienti un cloud privo di emissioni ogni giorno”.
La condivisione di queste informazioni consente ai clienti, come Salesforce, di prendere in considerazione anche il dato relativo alle emissioni di carbonio quando devono decidere del collocamento dei propri servizi nell’infrastruttura di Google Cloud. Proprio come le potenziali differenze nei costi o nella latenza di una region, ci sono differenze anche nelle emissioni di carbonio associate alla produzione di energia elettrica proveniente da ciascuna delle region di Google Cloud.
CFE% mostrerà quanto spesso una regione viene alimentata con energia priva di emissioni di carbonio in media su base oraria. Massimizzare la quantità di energia carbon-free che rifornisce un’applicazione o un carico di lavoro aiuterà le aziende a ridurre le emissioni di carbonio. Naturalmente, tutte le regioni sono compensate dal 100% di energia carbon-free su base annuale, quindi CFE% mostra quanta sia la fornitura di energia carbon-free rispetto alla nostra domanda. Una regione con un valore più basso registrerà quindi un numero maggiore di ore nell’anno senza un rispettivo ammontare di energia carbon-free.
Google Cloud sta lavorando per fornire i dati relativi a CFE% di ciascuna delle region e oggi è possibile comunque indirizzarsi verso le località con una percentuale più alta di energia carbon-free. La scelta della region è anche legata a dove si trovano i propri dati, alle prestazioni e ai requisiti di ridondanza. Alcuni metodi per ridurre le emissioni di carbonio associate al carico di lavoro sono:
- Scegliere una region a basse emissioni di carbonio per le nuove applicazioni. Le applicazioni cloud hanno la tendenza a rimanere stabili una volta costruite, quindi si consiglia di costruire ed eseguire le nuove applicazioni nella region con la più alta percentuale di CFE a disposizione.
- Eseguire i lavori batch in una regione a basse emissioni di carbonio. I carichi di lavoro batch sono spesso pianificati in anticipo, quindi scegliere la region con la più alta percentuale di CFE aumenterà l’energia carbon-free che alimenta il lavoro.
- Impostare una politica organizzativa per le regioni a basse emissioni di carbonio. È possibile circoscrivere le proprie risorse cloud a una particolare regione o a un sottoinsieme di regioni utilizzando le politiche organizzative. Per esempio, se si volessero prendere in considerazione solo le region basate negli Stati Uniti, circoscrivere i carichi di lavoro a Iowa e Oregon, rispetto a Las Vegas e Carolina del Sud, permetterebbe di godere nel tempo di un’alimentazione derivante da energia priva di emissioni di carbonio in media del 68% in più in media.
Aumentare l’efficienza delle applicazioni cloud si tradurrà nell’utilizzo di meno energia, e spesso in meno emissioni di carbonio. Per trarre un ulteriore vantaggio è possibile optare per i prodotti serverless che scalano automaticamente con il carico di lavoro e seguire i consigli di ridimensionamento per le istanze di calcolo.
L’energia priva di emissioni di carbonio 24/7 è l’obiettivo che Google Cloud sta perseguendo per tutte le region in tutto il mondo. Google Cloud sta continuando a lavorare accanto ai propri clienti per identificare e promuovere nuove misure a basse emissioni e per ridurre l’impronta di carbonio della Google Cloud Platform.
Ulteriori informazioni sono disponibili qui.
Scritto da: Carbon free for GCP team
Echo Show 10 finalmente disponibile in pre-ordine
La famiglia Echo di Amazon si allarga. Il colosso dell’e-commerce e non solo ha annunciato che a partire da oggi anche gli utenti italiani possono pre-ordinare l’ultimo arrivato della serie Echo Show, svelato in anteprima da Amazon lo scorso anno.
Radeon RX 6700 XT, il successore della RX 5700 XT è tra noi. La recensione
Join the Women of AdSense summit
Google AdSense is proud to partner with so many inspiring and successful businesses in Europe, the Middle East and Africa. We believe that the uniqueness of the people running these businesses is integral to what we do, and we love to see this diversity shining through the content you produce.
We’d like to show our support by inviting you to the Women of AdSense summit, which fosters leadership, inclusion and connection in the AdSense community. March is Women’s History Month, a time to highlight the contributions of women throughout history and in contemporary society. We’d love to celebrate with you at the summit, which will take place on Wednesday, March 31 and is free to registered participants.
During the event you will:
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Discover opportunities to grow your publishing business through monetization and content development.
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Hear stories from your fellow women publishers.
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Learn more about balance and resilience from our guest keynote speaker.
This virtual event is aimed at empowering Women of AdSense across Europe, the Middle East and Africa. However, we welcome anyone who’s interested in attending as an ally and supporting women in the workplace and beyond.
Applications will be accepted until Sunday, March 21. Apply to participate in the event and get ready to be inspired!
10 New Insights B2B Marketers Need To Know About LinkedIn In 2021
What has changed at the world’s largest professional social media platform during the pandemic, and how will it shift for B2B marketers in the post-pandemic landscape?
LinkedIn* has already rolled out an impressive assortment of new features in 2021, and we’ve got 10 insights that B2B marketers need to know about them.
Over the course of the pandemic, LinkedIn ads have been among the marketing channels that have grown the most in importance according to report data examining B2B technology marketing strategies, as we covered in a recent edition of the TopRank Marketing news.
LinkedIn also saw a revenue increase of 23 percent during the second quarter of fiscal year 2021, according to earnings release information from parent company Microsoft, led in part by strong advertising performance.
What has lead to this growth?
Let’s jump right in an look at 10 new LinkedIn insights for B2B marketers.
1 — An Inspiring Array Of New Features For Company Pages
LinkedIn has added an inspiring array of new features for company pages on the platform, including several aimed at helping businesses involve their employees in finding and sharing its various types of content.
A new “My Community” tab added to company pages allows businesses to make sharing content from the company or other curated sources simpler, while also providing reach and engagement data to measure the effectiveness of employee advocacy.
Company page administrators have been given new tools for recommending content to employees, along with a unique feature that suggests ways employees can turn what they share into distinctive content.
Employees are 14 times as likely to share their own organization’s page content compared to other brands, according to research from LinkedIn that also shows co-workers are some 60 percent more likely to engage with posts from their teammates.
The LinkedIn company page additions, announced in February, work to strengthen a brand’s community on the platform, with other new features including an expansion of LinkedIn Stories that lets brands utilize destination links for swipe-up interactions.
Other new additions have included increased lead generation functionality within LinkedIn’s product pages.
By making it easy for company employees to share brand content, LinkedIn has made strides in overcoming the notion that nobody looks at company pages — a place where content goes to die.
Each new feature rolled out by LinkedIn offers B2B marketers new opportunities for connection and engagement. If you’ve missed other new LinkedIn additions and are looking for helpful ways to increase engagement by using them, our content marketing manager Nick Nelson explores a variety of options in a helpful article on boosting B2B marketing engagement on LinkedIn.
[bctt tweet=”“If your company’s approach to LinkedIn has been an autopilot, the time is right to buckle down and take advantage of the many opportunities afforded to B2B marketers by the world’s largest professional social network.” @NickNelsonMN” username=”toprank”]2 — LinkedIn Live Bolsters Brand Video Engagement
The importance of video has skyrocketed during the pandemic, and LinkedIn has accordingly seen sizable increases in utilization of its LinkedIn Live functionality.
Usage statistics show that the professional social network’s LinkedIn Live video streams have increased by 89 percent since March, 2020, along with strong levels of member engagement.
While use of audio social platform Clubhouse has risen, the majority of B2B brands have so far taken a wait-and-see approach. Our informal poll data showed that 52 percent of B2B marketers view Clubhouse as not important in their 2021 marketing strategy, with 28 percent having said that the jury was still out on its importance in their marketing efforts.
What do B2B brands need to ask themselves before utilizing Clubhouse and other trending new platforms? Our CEO and co-founder Lee Odden offers up a sound strategy and shows how partnering with influencers can be key now more than ever in his recent “How B2B Brands Can Boost Confidence in Livestream Video, Podcast and Clubhouse Marketing.”
While most B2B marketers wait for Clubhouse’s impact on business marketing to play out, LinkedIn Live has seen steadily growing implementation among major brands.
LinkedIn Live is being used by more major firms all the time, such as the 5 B2B brands I wrote about that are rocking their LinkedIn Live game, in “Livestream Marketing: 5 B2B Brands Rocking LinkedIn Live,” featuring JPMorgan Chase, CompTIA, Microsoft, NASA, and SAP*.
As more brands have embraced LinkedIn Live, marketers have shared information on how to utilize its numerous features, such as “How to schedule livestreams to Facebook, YouTube, Twitter and LinkedIn.”
[bctt tweet=”“Content Marketers can boost the success of their marketing investment when they optimize content for discovery wherever buyers are looking, subscribing and influenced.” — Lee Odden @LeeOdden” username=”toprank”]3 — Planning For “The Big Long’’ Requires Patience
LinkedIn has taken a long-term look at B2B marketing trends, in the form of a robust collection of some 30 marketing trends it has researched over the past five years, available in report form in “2030 B2B Trends: Contrarian Ideas For The Next Decade.”
Putting all this data into perspective for use today can be a daunting challenge. Thankfully, however, Ty Heath, director of market engagement at The B2B Institute at LinkedIn recently took the time to share her wealth of knowledge on the report and its most important trends, which I covered in “LinkedIn’s Ty Heath: 3 Enduring B2B Marketing Trends #MPB2B.”
Ty shared the importance of B2B marketers being able to strike just the right balance of short-term activation versus long term branding, and pointed out that one of brand-building’s truest strengths is its effect on long term sales.
Recently LinkedIn’s Peter Weinberg and Jon Lombardo shared their views on the 2030 marketing trends report, looking at why brand investment is key for providing business value, in Marketing Week’s “Why B2B marketers need to bet big on ‘The Big Long’.”
“Brand building requires patience,” Weinberg and Lombardo noted. “Brands are built over decades, not quarters, by constantly investing in repeatable and distinctive creative concepts,” they added.
Another resource LinkedIn has made available for B2B marketers is “5 Principles Of Growth In B2B Marketing,” which examines the art of balancing the long-term brand-building goals with short-term sales activation concerns.
[bctt tweet=”“We can look forward to more memorable B2B marketing messages that connect brand to demand. If you are a creative B2B marketer, that’s something you can get excited about.” — Ty Heath @tyrona” username=”toprank”]4 — Influence’s Increasing Strengths Well-Showcased Via LinkedIn
The success of LinkedIn Live has come in part due to its ability to drive brand awareness, and a growing number of recent studies have shown that industry subject matter experts and influencers have embraced live-streaming more than ever during the pandemic.
Live-stream content produced by influencers has seen sustained interest during the global health crisis, according to survey data, and B2B influencers in particular have found increased engagement through LinkedIn.
Digging in to some of the details of this type of engagement on LinkedIn, we’ve presented five helpful case study examples in, “5 Case Studies on How to Optimize B2B Influencer Engagement on LinkedIn.”
The natural kinship between influence in B2B marketing and the LinkedIn platform offers brand marketers a number of particularly powerful opportunities, and we recently took a look at them in an in-depth video interview with Garnor Morantes, group marketing manager at LinkedIn, who sat down with Lee in the second episode of our Inside B2B Influence Marketing show.
“Inside Influence 2: Garnor Morantes from LinkedIn on the Power of Always-On Influence” explores what always-on influencer marketing is and how LinkedIn has developed an influencer community using an always-on approach, along with numerous other insights.
Garnor was also among the many major brand contributors to our groundbreaking 2020 State of B2B Influencer Marketing Research Report.
5 — Successfully Working With Changes To Apple’s Identifier for Advertising (IDFA) System
The digital marketing industry has had to take steps to adjust to major changes in how marketers implement ad tracking and targeting, as both Google and Apple have begun shifting away from traditional web browser cookie-tracking technology.
LinkedIn announced in March’s “Sharing an update on our plans for IDFA” that it would no longer collect Apple’s Identifier for Advertising (IDFA) data from its Apple iOS apps, in a change that — although affecting the LinkedIn Audience Network (LAN), conversion tracking and matched audiences features — is expected to have only limited campaign impact.
Using first-party data instead, LinkedIn will offer similar functionality to help marketers reach relevant buyer audiences, a change savvy B2B marketers will want to keep tabs on as further information is released in the coming months.
[bctt tweet=”“The natural kinship between influence in B2B marketing and the LinkedIn platform offers brand marketers a number of particularly powerful opportunities.” — Lane R. Ellis @lanerellis” username=”toprank”]6 — Free Best-Practice Guides Help Point The Way For B2B Content Engagement
LinkedIn has also upped its best-practice and guide publication game during the pandemic, providing a wealth of information for digital marketers looking to achieve the highest levels of success using the platform.
One of the newest offerings comes in the form of advertising campaign planning worksheets and templates, together in a 38-page guide, with the launch of “A Template for Better LinkedIn Campaign Planning,” providing useful resources for a variety of traditional, carousel, video, and other LinkedIn ad types.
LinkedIn has also released a 17-page guide offering B2B marketers tips, statistics and a variety of insight and examples surrounding the production of successful B2B creative assets on its platform, in the helpful “[Pocket Guide] 3 Traits of Engaging B2B Creative.”
Another recent resource for B2B marketers looking to grow engagement on LinkedIn is the platform’s “Return to Grown 2021 Magazine,” featuring case studies, interviews, tips and more.
Some of the guides LinkedIn has published are tailored to specific industries, such as “Why consumer mindset matters in financial services marketing,” yet also offer universal insight of interest to all B2B marketers, including detailed study data showing that LinkedIn members are more likely to have positive feelings after visiting the platform.
A final example of LinkedIn’s helpful guides is a recent examination of take-aways marketers can glean from the pandemic, in “2020 was a creative experiment of two halves – here’s what we learned,” which looks at subjects including how brand distinctiveness drives creative thinking, and creativity’s longstanding bias against overt branding — among numerous other marketing-related topics.
7 — From Black History Month To A Year Of Change
During February’s Black History Month, LinkedIn highlighted an impressive array of initiatives aimed at focusing on and helping to removing barriers to success, including the release of an ongoing series called “Conversations For Change.”
At TopRank Marketing we also published content centered around Black History Month, including a look at “10 Marketing and Communications Leaders to Inspire You in 2021,” featuring a stellar group of women of color, including LinkedIn’s own Ty Heath and others.
8 — Moving Towards Facilitating Freelance Connections And More
Another area B2B marketers may want to keep tabs on is LinkedIn’s possible move towards offering features that would facilitate freelance connections — an area that has seen significant growth during the pandemic, and a feature that could prove helpful for certain LinkedIn users.
In “LinkedIn’s new Marketplaces will help freelancers find work,” Fortune’s Andrew Marquardt looks into several ways such a LinkedIn feature might work, and the potential such a move would have in providing alternatives to similar functionality provided by existing third-party services Upwork and Fiverr.
As the world’s largest business-oriented social platform, such functionality could enhance LinkedIn in a new area, however marketers will need to wait and see how LinkedIn Marketplace is set to play out during the rest of 2021.
9 — Rising Poll Opportunities
LinkedIn launched the return of its highly-anticipated poll feature in 2020, offering marketers a new platform besides Twitter, Facebook, and Instagram for gathering community sentiment using polls — one that may be the most natural fit for many B2B brands.
Polls offer a unique two-for-one value for B2B marketers, providing quality feedback on what customers want while also offering brands a helpful interactive social media content marketing element.
Since the re-launch of polls on the platform, it has become more common to see polls among the content posted on LinkedIn.
We examined some of the brands that took advantage of LinkedIn’s polling features, in “Social Media Polls For Marketers: 6 B2B Brands Winning With LinkedIn Polls,” which shows examples of some of the ways that brands are innovating through the use of polls.
[bctt tweet=”“Poll data shows what marketers are thinking about when it comes to a variety of important subjects, ranging from everyday tasks to far-reaching future trends.” — Lane R. Ellis @lanerellis” username=”toprank”]10 — Eye-Raising Statistics Point To Useful LinkedIn Marketing Trends
Each of the nine areas we’ve looked at so far combine to tell a fascinating story about the rise of LinkedIn for B2B marketers during the pandemic — and point to continuing opportunities for post-pandemic marketing.
Helping to highlight specific details about what’s happening with LinkedIn, here are just a few additional statistics that can help inform your own LinkedIn marketing strategy in 2021 and beyond.
- 45 percent of those who read articles on LinkedIn are high-level decision makers, and the social platform generates 80 percent of overall B2B social media leads (Source: SalesIntel / Hootsuite)
- Each week LinkedIn’s feeds get some 9 billion content impressions. (Source: Inc.)
- A user who follows a company on LinkedIn is 81 percent more likely to open an InMail from that brand than a non-follower. (Source: TechJury)
Bring New Focus to Your LinkedIn B2B Marketing
By incorporating the new LinkedIn features and insight we’ve examined here, you’ll have a sizable head start in bringing new focus to your own B2B marketing efforts on the platform.
Creating trustworthy and award-winning B2B marketing takes significant effort, which leads many firms to choose working 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 and SAP are TopRank Marketing clients.
The post 10 New Insights B2B Marketers Need To Know About LinkedIn In 2021 appeared first on B2B Marketing Blog – TopRank®.
eFootball PES 2021: iniziate le qualificazioni a UEFA eEURO 2021
Sono iniziate le qualificazioni per la fase finale del torneo eSport di eEURO 2021 di luglio, giocato esclusivamente con il videogioco di Konami eFootball PES 2021. Le partite di qualificazione, che vedranno impegnate 55 squadre in rappresentanza delle rispettive federazioni affiliate alla European Football Associations, verranno trasmesse in diretta sul canale YouTube ufficiale della UEFA. Il vincitore della competizione verrà decretato il 10 luglio, ovvero un giorno primo della finale di UEFA EURO 2020 che si disputerà allo stadio di Wembley.
Il nostro Ads Safety Report annuale
In Google, quando prendiamo decisioni sugli annunci pubblicitari che le persone vedono online e sui contenuti che possono essere monetizzati sulle nostre piattaforme, agiamo continuamente per garantire alle persone un’esperienza sicura online. Sviluppare policy in questi ambiti e applicarle costantemente è uno dei principali metodi con cui proteggiamo le persone e preserviamo la fiducia nell’ecosistema degli annunci pubblicitari.
Con questa edizione, il nostro Ads Safety Report compie 10 anni. Nel rapporto sottolineiamo il lavoro che svolgiamo per prevenire un utilizzo dannoso delle nostre piattaforme pubblicitarie. Dare visibilità ai modi con i quali preveniamo le violazioni delle norme nell’ecosistema degli annunci pubblicitari è da tempo una priorità per noi e quest’anno siamo felici di condividere il numero di informazioni maggiore di sempre.
Il nostro Ads Safety Report è solamente uno dei tanti modi con cui forniamo alle persone trasparenza su come funzionano le pubblicità sulle nostre piattaforme. Lo scorso anno abbiamo anche introdotto il nostro programma di verifica dell’identità degli inserzionisti. Al momento stiamo verificando inserzionisti in più di 20 paesi e abbiamo iniziato a condividere il nome e la posizione dell’inserzionista nella nostra funzione About this ad, per fare in modo che le persone sappiano chi c’è dietro a un annuncio specifico e possano prendere decisioni più consapevoli.
Applicazione su larga scala
Nel 2020, le nostre policy e la loro applicazione sono state messe a dura prova. Il mondo stava attraversando contemporaneamente una pandemia globale – che sta attraversando ancora oggi – diverse elezioni politiche in molti Paesi ed era in corso una continua lotta per contrastare i malintenzionati alla ricerca di nuovi metodi per approfittarsi delle persone online. Migliaia di persone hanno lavorato 24 ore su 24 per offrire un’esperienza sicura a utenti, creator, publisher e inserzionisti. Abbiamo aggiunto o aggiornato più di 40 policy per inserzionisti e publisher. Abbiamo anche bloccato o rimosso circa 3,1 miliardi di annunci per violazione delle nostre norme e limitato altri 6,4 miliardi di annunci.
Il nostro impegno non varia a seconda dei diversi casi, e questo è il primo anno in cui condividiamo informazioni sulle limitazioni degli annunci, una parte fondamentale della nostra strategia complessiva. Limitare gli annunci ci consente di definire il nostro approccio in base alla posizione geografica, alle leggi locali e ai nostri programmi di certificazione, in modo tale che gli annunci approvati vengano mostrati solo laddove appropriato, regolamentato e legale. Ad esempio, richiediamo alle farmacie online di completare un programma di certificazione e, una volta ottenuta la certificazione, mostriamo i loro annunci solo in paesi specifici dove è consentita la vendita online di farmaci con prescrizione. Negli ultimi anni, in alcuni Paesi abbiamo assistito a un incremento delle normative sugli annunci e la limitazione delle inserzioni pubblicitarie ci consente di aiutare gli inserzionisti a seguire questi requisiti a livello locale con un impatto minimo sulle loro campagne più ampie.
Abbiamo inoltre continuato a investire nella nostra tecnologia di rilevamento automatizzato per eseguire una scansione efficace del web circa le policy di conformità dei publisher su larga scala. Grazie a questo investimento, insieme a diverse nuove policy, abbiamo incrementato notevolmente il nostro impegno e rimosso annunci da 1,3 miliardi di pagine di publisher nel 2020, rispetto ai 21 milioni del 2019. Abbiamo anche smesso di pubblicare annunci su oltre 1,6 milioni di siti contenenti violazioni diffuse o evidenti.
Farsi trovare pronti di fronte a nuove minacce
A fronte dell’aumento del numero di casi di coronavirus in tutto il mondo dallo scorso gennaio, abbiamo rafforzato la nostra policy sugli eventi sensibili per prevenire comportamenti come l’incremento dei prezzi su prodotti molto richiesti – come disinfettante per le mani, mascherine – o annunci che promuovono false cure e rimedi. Man mano che che le organizzazioni sanitarie emettevano nuove linee guida e imparavamo di più sul virus, abbiamo anche evoluto la nostra strategia, affinché operatori e organizzazioni sanitarie, governi locali e aziende affidabili potessero far risaltare aggiornamenti critici e contenuti autorevoli, prevenendo così abusi di tipo opportunistico. Inoltre, poiché le affermazioni e le cospirazioni sull’origine e la diffusione del coronavirus o su altre emergenze sanitarie globali che contraddicono il consenso scientifico sono state diffuse online, abbiamo introdotto una nuova policy per impedire che annunci di quel tipo venissero monetizzati.
In totale, abbiamo bloccato oltre 99 milioni di annunci legati al Covid durante tutto l’anno, inclusi quelli che pubblicizzano presunte cure miracolose, mascherine N95 a causa della scarsità di forniture e, più recentemente, dosi di vaccini falsi. Continuiamo a rimanere vigili, monitorando il comportamento dei soggetti malintenzionati e continuando a imparare da questo lavoro. In questo modo siamo in grado di prepararci al meglio per future frodi e reclami che potrebbero sorgere.
Continuare a combattere le forme più recenti di frodi e truffe
Spesso, quando assistiamo a un evento su scala globale come la recente pandemia, i soggetti malintenzionati cercano modi per approfittarsi degli utenti online. L’anno scorso abbiamo assistito a un aumento della pubblicità opportunistica e dei comportamenti fraudolenti da parte di individui che cercavano di fuorviare gli utenti. Li abbiamo visti sempre più utilizzare il cloaking per eludere il nostro rilevamento, promuovere attività virtuali inesistenti o pubblicare annunci truffa specifici per i telefoni, per nascondersi o per attirare consumatori ignari al di fuori delle nostre piattaforme con l’obiettivo di ingannarli.
Nel 2020 abbiamo contrastato questi comportamenti fraudolenti attraverso alcune azioni chiave:
- Abbiamo introdotto diverse nuove policy e programmi incluso il programma di verifica dell’identità dell’inserzionista e il programma di verifica delle operazioni di business.
- Abbiamo investito in tecnologia per migliorare il rilevamento di comportamenti fraudolenti coordinati, che ci permettesse di collegare i punti tra gli account e sospendere più soggetti fraudolenti contemporaneamente.
- Abbiamo migliorato la nostra tecnologia di rilevamento automatizzato e il processo di revisione umano, basati su segnali di rete, attività precedenti dell’account, modelli di comportamento e feedback degli utenti.
Il numero di account pubblicitari che abbiamo disattivato per violazioni delle policy è aumentato del 70%, da 1 milione a oltre 1,7 milioni. Abbiamo anche bloccato o rimosso oltre 867 milioni di annunci per aver tentato di eludere i nostri sistemi di rilevamento, incluso il cloaking, e altri 101 milioni di annunci per aver violato le nostre policy in materia di rappresentazioni ingannevoli. Si tratta di un totale di oltre 968 milioni di annunci.
Proteggere le elezioni in tutto il mondo
In vista delle elezioni politiche nei vari Paesi, gli annunci aiutano gli elettori ad accedere a informazioni autorevoli sui candidati e sui processi di voto. Negli ultimi anni, abbiamo introdotto policy e restrizioni rigorose su chi può pubblicare annunci relativi alle elezioni sulla nostra piattaforma e sui modi in cui possono indirizzare gli annunci; abbiamo lanciato raccolte complete di annunci politici in tutta l’Unione Europea, nel Regno Unito, negli Stati Uniti, in India, Israele, Taiwan, Australia e Nuova Zelanda; e abbiamo lavorato attentamente con i nostri team in tutto il mondo per proteggere le nostre piattaforme dagli abusi. A livello globale, abbiamo continuato a espandere il nostro programma di verifica, verificando oltre 5.400 inserzionisti elettorali in più solamente nel 2020. Negli Stati Uniti, da quando divenne chiaro che il risultato delle elezioni presidenziali non si sarebbe immediatamente delineato, abbiamo determinato che l’appuntamento elettorale rientrasse nella sfera della nostra policy sugli eventi sensibili e deciso di stabilire una pausa degli annunci politici riguardanti le elezioni statunitensi a partire dalla chiusura delle urne e fino all’inizio di dicembre. Durante questo periodo, abbiamo messo temporaneamente in pausa più di 5 milioni di annunci e bloccato gli annunci su oltre 3 miliardi di query di ricerca che facevano riferimento alle elezioni, ai candidati o al loro esito. Abbiamo preso questa decisione per limitare che gli annunci potessero potenzialmente amplificare la confusione nel periodo post elettorale.
Demonetizzare odio e violenza
L’anno scorso i publisher hanno svolto un ruolo fondamentale nel mantenere le persone informate, preparate e al sicuro. Siamo orgogliosi che la pubblicità digitale, inclusi gli strumenti che offriamo per mettere in contatto inserzionisti e publisher, supportino questi contenuti. Abbiamo policy per proteggere sia i brand che gli utenti.
Nel 2017, abbiamo sviluppato metodi più granulari per esaminare i siti a livello di pagina, inclusi i commenti generati dagli utenti, per consentire ai publisher di continuare a gestire il loro sito in modo più ampio, proteggendo gli inserzionisti da posizionamenti negativi, bloccando le violazioni persistenti. Negli anni trascorsi dall’introduzione dell’azione a livello di pagina, abbiamo continuato a investire sulla nostra tecnologia automatizzata, che è stata fondamentale in un anno in cui abbiamo assistito a un significativo aumento dell’incitamento all’odio e degli appelli alla violenza online. Questo investimento ci ha aiutato a impedire la monetizzazione di contenuti web dannosi. Abbiamo agito su quasi 168 milioni di pagine in base alla nostra policy sulle attività pericolose e dispregiative.
Il lavoro continua nel 2021
Sappiamo che quando prendiamo decisioni pensando alla sicurezza degli utenti, l’intero ecosistema ne trae vantaggio. Preservare la fiducia di inserzionisti e publisher aiuta le loro attività ad avere successo sul lungo termine. Nel prossimo anno continueremo a investire su nuove policy, sul nostro team di esperti e sulla tecnologia di applicazione delle policy per stare al passo con la nascita di nuove potenziali minacce. Continueremo inoltre sul nostro percorso al fine di allargare i nostri programmi di verifica in tutto il mondo per aumentare la trasparenza e rendere universalmente disponibili più informazioni riguardanti l’esperienza delle inserzioni pubblicitarie.
Scritto da: Scott Spencer, Vice President, Ads Privacy & Safety
Our annual Ads Safety Report
At Google, we actively look for ways to ensure a safe user experience when making decisions about the ads people see and the content that can be monetized on our platforms. Developing policies in these areas and consistently enforcing them is one of the primary ways we keep people safe and preserve trust in the ads ecosystem.
2021 marks one decade of releasing our annual Ads Safety Report, which highlights the work we do to prevent malicious use of our ads platforms. Providing visibility on the ways we’re preventing policy violations in the ads ecosystem has long been a priority — and this year we’re sharing more data than ever before.
Our Ads Safety Report is just one way we provide transparency to people about how advertising works on our platforms. Last spring, we also introduced ouradvertiser identity verification program. We are currently verifying advertisers in more than 20 countries and have started to share the advertiser name and location in our About this ad feature, so that people know who is behind a specific ad and can make more informed decisions.
Enforcement at scale
In 2020, our policies and enforcement were put to the test as we collectively navigated a global pandemic, multiple elections around the world and the continued fight against bad actors looking for new ways to take advantage of people online. Thousands of Googlers worked around the clock to deliver a safe experience for users, creators, publishers and advertisers. We added or updated more than 40 policies for advertisers and publishers. We also blocked or removed approximately 3.1 billion ads for violating our policies and restricted an additional 6.4 billion ads.
Our enforcement is not one-size-fits-all, and this is the first year we’re sharing information on ad restrictions, a core part of our overall strategy. Restricting ads allows us to tailor our approach based on geography, local laws and our certification programs, so that approved ads only show where appropriate, regulated and legal. For example, we require online pharmacies to complete a certification program, and once certified, we only show their ads in specific countries where the online sale of prescription drugs is allowed. Over the past several years, we’ve seen an increase in country-specific ad regulations, and restricting ads allows us to help advertisers follow these requirements regionally with minimal impact on their broader campaigns.
We also continued to invest in our automated detection technology to effectively scan the web for publisher policy compliance at scale. Due to this investment, along with several new policies, we vastly increased our enforcement and removed ads from 1.3 billion publisher pages in 2020, up from 21 million in 2019. We also stopped ads from serving on over 1.6 million publisher sites with pervasive or egregious violations.
Remaining nimble when faced with new threats
As the number of COVID-19 cases rose around the world last January, we enforced our sensitive events policy to prevent behavior like price-gouging on in-demand products like hand sanitizer, masks and paper goods, or ads promoting false cures. As we learned more about the virus and health organizations issued new guidance, we evolved our enforcement strategy to start allowing medical providers, health organizations, local governments and trusted businesses to surface critical updates and authoritative content, while still preventing opportunistic abuse. Additionally, as claims and conspiracies about the coronavirus’s origin and spread were circulated online, we launched a new policy to prohibit both ads and monetized content about COVID-19 or other global health emergencies that contradict scientific consensus.
In total, we blocked over 99 million Covid-related ads from serving throughout the year, including those for miracle cures, N95 masks due to supply shortages, and most recently, fake vaccine doses. We continue to be nimble, tracking bad actors’ behavior and learning from it. In doing so, we’re able to better prepare for future scams and claims that may arise.
Fighting the newest forms of fraud and scams
Often when we experience a major event like the pandemic, bad actors look for ways to to take advantage of people online. We saw an uptick in opportunistic advertising and fraudulent behavior from actors looking to mislead users last year. Increasingly, we’ve seen them use cloaking to hide from our detection, promote non-existent virtual businesses or run ads for phone-based scams to either hide from detection or lure unsuspecting consumers off our platforms with an aim to defraud them.
In 2020 we tackled this adversarial behavior in a few key ways:
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Introduced multiple new policies and programs including our advertiser identity verification program and business operations verification program.
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Invested in technology to better detect coordinated adversarial behavior, allowing us to connect the dots across accounts and suspend multiple bad actors at once.
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Improved our automated detection technology and human review processes based on network signals, previous account activity, behavior patterns and user feedback.
The number of ad accounts we disabled for policy violations increased by 70% from 1 million to over 1.7 million. We also blocked or removed over 867 million ads for attempting to evade our detection systems, including cloaking, and an additional 101 million ads for violating our misrepresentation policies. That’s a total of over 968 million ads.
Protecting elections around the world
When it comes to elections around the world, ads help voters access authoritative information about the candidates and voting processes. Over the past few years, we introduced strict policies and restrictions around who can run election-related advertising on our platform and the ways they can target ads; we launched comprehensive political ad libraries in the U.S., the U.K., the European Union, India, Israel, Taiwan, Australia and New Zealand; and we worked diligently with our enforcement teams around the world to protect our platforms from abuse. Globally, we continue to expand our verification program and verified more than 5,400 additional election advertisers in 2020. In the U.S, as it became clear the outcome of the presidential election would not be determined immediately, we determined that the U.S election fell under our sensitive events policy, and enforced a U.S. political ads pause starting after the polls closed and continuing through early December. During that time, we temporarily paused more than five million ads and blocked ads on over three billion Search queries referencing the election, the candidates or its outcome. We made this decision to limit the potential for ads to amplify confusion in the post-election period.
Demonetizing hate and violence
Last year, news publishers played a critical role in keeping people informed, prepared and safe. We’re proud that digital advertising, including the tools we offer to connect advertisers and publishers, supports this content. We have policies in place to protect both brands and users.
In 2017, we developed more granular means of reviewing sites at the page level, including user-generated comments, to allow publishers to continue to operate their broader sites while protecting advertisers from negative placements by stopping persistent violations. In the years since introducing page-level action, we’ve continued to invest in our automated technology, and it was crucial in a year in which we saw an increase in hate speech and calls to violence online. This investment helped us to prevent harmful web content from monetizing. We took action on nearly 168 million pages under our dangerous and derogatory policy.
Continuing this work in 2021
We know that when we make decisions through the lens of user safety, it will benefit the broader ecosystem. Preserving trust for advertisers and publishers helps their businesses succeed in the long term. In the upcoming year, we will continue to invest in policies, our team of experts and enforcement technology to stay ahead of potential threats. We also remain steadfast on our path to scale our verification programs around the world in order to increase transparency and make more information about the ad experience universally available.