Le parole delle artiste, nel museo e online
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| Scoprite le artiste e le attiviste oltre le opere, come Tomaso Binga, che ha sempre giocato con la sua identità, firmando i suoi lavori sotto pseudonimo |
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| Esplora l’archivio personale della critica d’arte e femminista Carla Lonzi, con alcune testimonianze preziose come questa fotografia sorridente di Carla con un’amica. |
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| Partecipa all’inaugurazione di “Io dico Io — I say I” la straordinaria mostra di oltre 40 artiste italiane di diverse generazioni. |
5 Ways B2B Marketers Sabotage Influencer Marketing Success
It is the nature of marketers to continuously evaluate the effectiveness of their efforts. The problem with this approach to marketing optimization is that it assumes effective execution of marketing strategies, which we all know, is often not the case. Poor execution is as often at fault of poor performance as the effectiveness or appropriateness of the tactic.
For nearly 10 years we’ve been engaged in influencer collaboration for B2B content marketing programs and have worked with a wide range of B2B brands during that time. We’ve fielded multiple times that in inquiries and questions from B2B marketers about influencer marketing as well as conducting the first ever dedicated research study into B2B influencer marketing. This depth of experience has provided unique and far reaching insight into how B2B brands understand and implement content marketing efforts in partnership with influencers – good, bad and otherwise.
While the B2B marketing industry has evolved and become more sophisticated with influencer adoption rates on the rise, old habits and bad habits often remain. Our focus on influence as a B2B marketing discipline has enabled us to identify the best practices as well as the ways in which B2B marketers continue to sabotage the success.
Avoiding bad practices is a strong first step to ensuring investments in influencer marketing programs result in expected returns. Here are 5 of the most common things B2B marketers do to sabotage their influencer marketing success:
1. Waiting to Recruit
The best time to recruit an army is not on the first day of the war.
That’s probably not the best analogy, but approaching influencers as an afterthought vs. as part of the planning of a marketing effort is a big mistake. For B2B brands that are new to working with influencers, it is important to understand that influencer recruitment takes time (and skill). Being able to engage the right mix of influencers on a very short timeframe without pre-existing relationships is unlikely. That’s a problem if a B2B marketing effort is counting on those influencers to add credibility and promotion to the campaign.
Best practice: The time to start recruiting influencers is long before you need to activate them for a content collaboration. This is especially true where influencer engagement will be mostly or all organic vs. paid. B2B marketers need to put their empathy hats on and think about how to create value and sense of urgency for the influencer through relationship building vs. thinking influencers are simply waiting to work for free when the B2B marketer emails them.
There are ways to fast-track relationship building with influencers and we use those strategies regularly within our influencer marketing practice at TopRank Marketing. But doing so draws upon many years of experience, established processes, technology and strategy. Without that experience, B2B marketers should think about following, interacting with and creating value for influencers that they want to activate months in the future in order to get the highest quality contributions, and enthusiastic/authentic promotion.
2. Believing the Hype
Follower counts and ability to influence are not the same thing.
With the popularity of influencer marketing across B2C and B2B industries, the attraction to boost network size exists for every person that identifies as an influencer. The reality is, within most B2B verticals, the most influential people don’t always self promote themselves as influencers and may not even pay much attention to growing their networks. Instead, many people who are influential in a B2B industry are focused on doing the work. The lesson to learn is not to rely solely on social network size (fans, friends and followers) or overly self-promotional “influencers” since the hype simply doesn’t translate into action in B2B.
Best practice: Influence in B2B is based on real expertise, respect and third party validation by peers, communities, publications, professional organizations and often, academic institutions. This influence may be a mix of online; which is easier to validate with influencer software, and offline; which is harder to source and validate. Validate the influence of potential experts by qualifying the topics they are known for with how the communities they are expected to influence see them. Topical relevance, resonance with the community and reach are the basic data points for evaluating influencers.
Having a million followers in B2B is very unique and that person could be a great match, but don’t rely on network size alone to evaluate influencers. Do the homework to validate they are topically relevant to your audience and the campaign and that their audience is the audience your B2B brand wants to reach. Otherwise, you’re wasting everyone’s time.
3. Content Mismatch Creates Customer Confusion
B2B marketers may find an influencer that is topically relevant and has the audience the B2B brand needs to reach, but if the content vehicle the B2B brand uses to engage that audience isn’t what the influencer is known for, it may not be trusted or create confusion, “Why is this person known for a podcast doing videos for a B2B brand I’ve never heard them talk about before?”
Best practice: Identify influencers that are topically relevant and also take into consideration the brand mentions and content formats the influencer is most known for. Influencer marketing or social media software can help identify to what degree a potential influencer mentions your B2B brand. You can also see what content formats they publish most and that resonate best with their audiences.
If a podcaster talks about Adobe in a positive way fairly often, then it makes sense to engage that influencer via a brand podcast for an Adobe content activation – assuming they are validated on expertise, topical relevance, resonance and reach of course.
4. Transactional Approach Leads to Little Action
Many B2B marketers view working with influencers through the lens of B2C, which has had much faster and greater adoption so far than in the business world. B2C influence engagements are almost always treated like an advertising buy where the value exchange is about paying an influencer to create content that is hosted and promoted on the influencer’s own social channels.
In B2B, many of the people that are most influential do not monetize their influencer through transactional value exchanges like we see in B2C. Their motivation for engaging in a collaboration on content with a B2B brand might be more about growing the influencer’s own credibility and authority around a certain topic that they write books about, speak professionally about or provide consulting around.
Therefore, B2B brands that treat influencer engagement purely as a transaction will often not get the reaction that they are looking for or not get the emotional investment needed to generate the most credible and authentic content creation/promotion that is needed.
Best practice: Part of the influencer recruiting process is for B2B brands to make an effort to understand what motivates the influencer. Are they brandividuals that solely monetize through paid influencer engagements? Are they an industry expert whose credibility amongst peers would be elevated if they worked with your B2B brand? Are they a respected professional with a high quality audience that believes in the vision of your B2B brand and wants to be a part of it?
Find out what the influencer is motivated by and how a collaboration with your B2B brand can help them achieve their goals. Then focus on creating a great experience for the influencer that is more meaningful than mechanical. If they care, they’ll share!
5. Failure to Communicate
Effective communications is everything to a successful B2B influencer engagement. Whoever is responsible for directly engaging influencers and managing the relationships must have the ability to work with all types of people from high profile industry celebrities to introverted subject matter experts that don’t identify as influencers at all – even though they are. Communications is also about every point of contact from how the influencer outreach is conducted to how activation asks are made to how ongoing engagement is done.
Failure to communicate with empathy and relevance during the first outreach can turn influencers off as much as asking too much too soon or clearly not having done research on who the influencer is and what they are most passionate about.
Best practice: Do the homework to understand influencers before doing outreach. Understand their motivations and how a collaboration will help the influencer vs. only thinking about what’s in it for the B2B brand. Once an influencer has agreed to collaborate, make it easy and enjoyable for them to do so. Set expectations, be organized and helpful, share progress of the program and feedback about their contributions. Most of all, plan for some kind of ongoing communication to keep the relationship warm so the next activation is something the influencer looks forward to vs. only engaging influencers when you need them.
There are many ways to do influencer marketing wrong in B2B, but these are some of the most common ways we see B2B marketers sabotaging their own success. It comes down to understanding that influencers are people with emotions, goals, problems and a desire to be part of something bigger than themselves. Successful Influencer Marketing is also a relationship business, not simply a transaction. When B2B marketers can add a greater level of expertise, empathy and skill to influencer engagement, they will often see how impressive the results for everyone involved can be.
The post 5 Ways B2B Marketers Sabotage Influencer Marketing Success appeared first on B2B Marketing Blog – TopRank®.
Get to know our Women Techmakers Ambassadors
Last March, Google’s Women Techmakers (WTM) community was preparing for International Women’s Day with hundreds of in-person events all across the globe. But as COVID-19 spread and people everywhere went into lockdown, WTM Ambassadors had to change their plans.
Fast forward a year later, our community is preparing for International Women’s Day (IWD) events again — this time, going virtual from the get-go.
2021 marks the ninth year the Women Techmakers global community has celebrated IWD by hosting events to educate, connect and inspire hundreds of thousands of women in technology. This year, Ambassadors are hosting events around the theme #CouragetoCreate. #CouragetoCreate means having the strength to deal with adversity and the passion to make extraordinary things.
In preparation for IWD and the various virtual events, I spoke with several of the WTM Ambassadors about their role models, planning online events and what sessions they’re looking forward to.
Who’s an inspirational woman in your life, or someone you look up to?
Shilpa: My mom is someone I look up to. She always gave me courage and strength to face challenges. She’s always been there for me and is a guiding force in my life. I am who I am because of her.
Diana: I would say WTM ambassador Stacy Devino. She’s a positive influence on so many and definitely a role model to me. She’s not only one of the smartest people I’ve ever met but also someone with a big heart. She’s community driven and she really cares about others.
Hasnet: You might expect to hear the name of a famous person, but my mother is the most inspiring person in my life. She isn’t famous but she sacrificed so much for her family. She inspires and pushes me.
What’s the hardest part about planning online-only events?
Merve: You don’t get that face-to-face communication. Attendees can see us and see our body language and get to know us, but we usually only see their comments on chat.
Diana: Making sure our community has accessible tools that aren’t distracting or more it difficult for them to access our events.
What about the best part?
Priya: The best part of online events is virtually meeting a lot of brilliant, like-minded people and making good networking.
Diana: We can reach and connect to far corners of the world, which would otherwise be impossible in person.
In the spirit of #CouragetoCreate, what project are you working on right now?
Shilpa: I’m working on an e-learning chatbot focused on helping students and teachers.
Hasenat: I’m part of a team working on a project that creates timetables for schools and universities so teachers and administrations can coordinate better.
Diana: I’m working on an open source notification app for diabetic patients — it’s actually already online. The idea is to notify relatives or friends of diabetics — like me! — when someone’s insulin levels are dangerous. I don’t want anyone with diabetes to feel like they are helpless.
What session are you most excited for?
Priya: The session on deploying Machine Learning models on Cloud and a session on API integration definitely interest me most.
Diana: All of them! There’s so much I’m looking forward to learning!
What does IWD mean to you?
Priya: IWD is a joyride! It motivates more women to come forward to speak about their journeys, and for others to find their own paths to success.
Hasenat: This day reminds everyone that women have extraordinary power and are remarkable and respected. It’s a day to reflect on the work that remains: Many women continue to be unheard and don’t have the opportunity to speak out.
Merve: It’s a day for women in tech, and women everywhere, to congratulate ourselves. And it’s a chance to give courage to more women who want to enter this beautiful, limitless area.
You can join our IWD events virtually from anywhere in the world. Take a session with Women Techmakers in your area, or check out a keynote from a speaker somewhere across the globe. We hope you’ll join us from wherever you are.
Catalogo Disney+: serie TV e film marzo 2021
Disney+ continua a crescere mese dopo mese e, complice il recente arrivo del canale STAR con film e serie TV per un pubblico più adulto, per il mese di marzo 2021 si arricchisce di tanti nuovi contenuti interessanti per tutta la famiglia e non solo.
Pubblica Amministrazione e servizi: da oggi accessi anche con la CIE
Da oggi, 1° marzo 2021, le pubbliche amministrazioni dovranno consentire l’accesso ai propri servizi digitali anche con la CIE. E’ quanto si legge in una nota rilasciata dal dipartimento per gli Affari interni e territoriali del ministero dell’Interno che ha richiamato, per il tramite dei prefetti, l’attenzione dei sindaci sull’attuazione di quanto indicato dal Decreto Semplificazioni, e dunque sugli adempimenti necessari per la realizzazione della innovazione nei termini previsti per facilitare il processo di federazione delle Amministrazioni all’uso della CIE per l’accesso ai servizi digitali.
From the seas, to more ZZZs: Your new Pixel features
The best part of your Pixel is that it keeps getting even more helpful, and even more unique. With regular updates, Pixels get smarter, more capable and more fun. This latest drop is no exception, and includes the ability to easily access and share audio recordings, a new way to use the Pixel Camera app underwater and new wallpapers to celebrate International Women’s Day.
A more shareable Recorder
Whether it’s that guitar riff you’ve been working on or reviewing transcripts from a class lecture, Recorder makes it easy for Pixel owners to easily record, transcribe (English only) and search the audio moments that matter to you. Now you can share links to your Recorder audio files, so anyone can listen, even if they don’t have a Pixel. At recorder.google.com, you can hear recordings, see transcripts and even search through files — you get the entire Recorder playback experience in one shareable link.
Instagram raddoppia i live con le Stanze in diretta
Le dirette sui social network non sono più la moda del momento, ma qualcosa che ormai viene dato per assodato. Tutte le principali piattaforme social permettono agli utenti di trasmettere in diretta e Instagram, già leader su questo fronte, ha deciso di raddoppiare le possibilità di fare le dirette. Oltre alle dirette classiche che conosciamo bene, oggi su Instagram arrivano le Stanze in diretta, una nuova funzionalità che consente di portare il numero totale delle persone collegate in diretta a 4, rispetto ai due partecipanti che possono trasmettere insieme con la modalità classica.
SpaceX, stanotte il lancio di un nuovo carico di satelliti
Doveva partire la notte scorsa alle 2:37 ora italiana, ma all’ultimo momento il lancio della quinta missione Starlink del 2021 è stato rinviato a causa di una serie di problemi tecnici e meteorologici. Il razzo Falcon 9 di SpaceX decollerà quindi da Cape Canaveral, in Florida, stanotte alle 2:15 (sempre ora italiana), per portare in orbita terrestre bassa un nuovo carico di satelliti che andranno ad arricchire la già corposa costellazione che Elon Musk sta ultimando di posizionare nei nostri cieli. Il lancio sarà visibile in live streaming a partire dalle 2:05 seguendo questo link o cliccando direttamente sul video qui in basso.
Samantha Cristoforetti tornerà nello spazio ad agosto 2022: conferenza stampa il 3/3 alle 11 italiane
L’astronauta Samantha Cristoforetti tornerà nello spazio ad agosto 2022 per raggiungere la Stazione Spaziale Internazionale, dove aveva trascorso 200 giorni fra novembre 2014 e giugno 2015. L’Agenzia Spaziale Europea ha annunciato una conferenza stampa online per presentare i dettagli della missione il 3 marzo alle 11 CET (10:00 GMT).
Saranno presenti:
- Samantha Cristoforetti, Astronauta ESA
- Josef Aschbacher, Direttore Generale ESA
- David Parker, Direttore dell’Esplorazione Umana e Robotica ESA
- Giorgio Saccoccia, Presidente dell’Agenzia Spaziale Italiana
L’evento sarà disponibile in streaming presso esawebtv.esa.int.
L’assegnazione a una seconda missione risale a novembre 2019, ma mancano i dettagli. Per ora si sa con ragionevole certezza che il veicolo che la riporterà nello spazio sarà più confortevole dell’angusta Soyuz del suo primo viaggio: dovrebbe trattarsi della capsula Dragon di SpaceX, lanciata da un vettore Falcon 9 per la missione Crew Dragon 4 USCV-5, quindi con partenza dagli Stati Uniti, dalla storica Rampa 39A del Kennedy Space Center dalla quale partirono gli astronauti che camminarono sulla Luna.
Secondo ShuttleAlmanac, solitamente molto attendibile nelle sue previsioni ragionate, la missione dovrebbe durare sei mesi e i suoi compagni di viaggio dovrebbero essere gli statunitensi Kjell Lindgren e Bob Hines e forse un cosmonauta russo. Non è noto, al momento, se la missione ha già in programma per Samantha Cristoforetti un’EVA (“passeggiata spaziale”).
Questo articolo vi arriva gratuitamente e senza pubblicità grazie alle donazioni dei lettori. Se vi è piaciuto, potete incoraggiarmi a scrivere ancora facendo una donazione anche voi, tramite Paypal (paypal.me/disinformatico), Bitcoin (3AN7DscEZN1x6CLR57e1fSA1LC3yQ387Pv) o altri metodi.
Amazon, alcuni utenti ricevono una consegna inattesa: ecco cos’è
Amazon sta facendo un regalo ad alcuni utenti: negli ultimi giorni, infatti, c’è chi ha ricevuto una consegna inattesa. In molti hanno esitato a prendere il pacco, ma non c’è nulla di cui preoccuparsi: si tratta di una SIM WindTre offerta dal colosso dell’e-commerce grazie a un’iniziativa in collaborazione con la nota società telefonica. Nessuna truffa, insomma. Perciò, nel caso in cui vi trovaste a ricevere qualcosa che non avete ordinato, potrebbe trattarsi proprio di questo.
Huawei lancia il nuovo smart speaker Huawei Sound
Gli smart speaker sono la moda del momento e grazie ad Amazon, coi suoi speaker economici dotati dell’assistente vocale Alexa, continuano a moltiplicarsi nelle nostre case. Anche altri colossi hanno deciso di puntare su questa tipologia di dispositivi, da Apple a Samsung, senza dimenticare Huawei che ha presentato oggi il proprio nuovo Huawei Sound, realizzato in collaborazione Devialet, leader nel settore Hi-Fi.
Revolut lancia un nuovo piano a pagamento e l’assicurazione per la protezione degli acquisti
Netflix vince ai Golden Globes 2021 con The Crown
Netflix si fa valere ai Golden Globes 2021: il colosso dello streaming si porta a casa diversi premi, merito soprattutto delle pluripremiate serie The Crown e La regina degli scacchi. Il servizio si è infatti assicurato le statuette a Miglior serie drammatica e Miglior miniserie o film tv con le due produzioni appena citate, prova evidente della sua supremazia nel settore seriale.
Webinar AIFI-DELOITTE “Il private debt nel 2020” giovedì 4 marzo ore 10:30
Si terrà il 4 marzo dalle ore 10.30 alle ore 13.00 il webinar “Il Private Debt nel 2020” organizzato da AIFI in collaborazione con Deloitte. Durante la mattinata, oltre all’illustrazione dei dati private debt 2020 e dei trend internazionali, i fondi di private debt si confronteranno con riflessioni attuali e spunti per il futuro in tre tavole rotonde dedicate al: debito per lo sviluppo; debito per le acquisizioni e direct lending. AIFI è l’Associazione Italiana…
L’articolo Webinar AIFI-DELOITTE “Il private debt nel 2020” giovedì 4 marzo ore 10:30 scritto da REDAZIONE TRENDIEST proviene da Assodigitale.
The words of women artists, in the museum and online
The artwork captions at a museum seem like such a small thing. Yet those short texts provide essential information: the identity of the artists. What would happen if we stopped and read them carefully?
We might realize the significant lack of space and voice given to women artists. That’s one of the reasons behind the National Gallery of Rome’s radical six-year program, Women Up. It brings together many of our works by women artists, while also focusing on the representation of women and the damage done by residual stereotypes. It also highlights what happens when we bring in a more balanced perspective on gender.
Making a meaningful contribution to the visibility of women in the museum means thinking outside the confines of our physical space, and exploring new curatorial techniques. That’s why we’re excited to partner with Google Arts & Culture to bring the entire program online, along with access to one of the most important Italian feminist archives and the new exhibition “lo dico lo — I say I,” which brings together the works of 40 Italian women artists from different generations.
To introduce the women behind the works, we’ve compiled more than 130 of their stories. You can explore unsettling collages made by Hannah Höch; the brilliant photographs of Dora Maar; the incredible surrealist canvases of Meret Oppenheim; and even the artistic performances of Marina Abramovic, in which the body becomes a powerful expressive language.
We’ve also digitized over 16,000 documents from the Carla Lonzi Archive: The photographs, critical essays, invitations to exhibitions and writings for Rivolta Femminile guide us through the life and work of the noted art critic Carla Lonzi to understand the reasons for a radical position that changed the history of Italian feminism. For the first time Google Arts & Culture automatically transcribed over 4,000 documents using OCR (optical character recognition), transforming the experience of archival materials by making them text-searchable.
And finally, there’s the exhibition “Io dico Io — I say I,” which opens today at the National Gallery and on Google Arts & Culture and features the work of over 40 Italian women artists. Eleven of them turned the camera on themselves, from their homes, and talked about their work and participation in the display. As they speak, the digital exhibitions of their works allow us to enter their world and get up close to every detail.
By curating these projects and exhibitions, and partnering with Google Arts & Culture to make them widely accessible, the National Gallery of Rome is proud to be making itself more and more socially responsible and inclusive.