Many people have started to pay attention to the Friday Beers instagram account. Especially since the fight for Zillion Beers vs. Friday Beers heated up.
Fringe Guy? Dooley? Claws?....Do you want to be Dooley or Fringe Guy?
All I know is this account has garnered 640k followers uploading stock videos and overlaying word art text over top. Nothing terribly original but the content is hilarious (IMHO). They have an odd fascination with Dua Lupa which I am still trying to figure out.
Candidates like Bloomberg have started to tap into these eyeballs as a way to get the attraction of the young voter.
Is there really any value to these accounts at the end of the day? They have started monetizing with merch and events in NYC. I'd imagine these drive sales for a short period, but should these accounts be taken seriously?
What is the value of 640K eyeballs? How can these funny meme accounts create lasting brand value, lasting revenue streams, etc? Time will tell, but I would imagine firms like Jerry Media would have a huge interest in acquiring them...
Friday, February 21, 2020
Micro targeting your customers with machine learning and AI.
Is the future of digital marketing integrating and automating the relationship with your customer?
Imagine that you can create a database where you integrate your current databases such as salesforce, contact center tools and everything you on site with all the information that you have online and trigger actions to decrease churn or to tailor your messaging automatically through the customer journey.
This is already a reality and the main road block for widespread adoption is the lack of professionals, in the marketing world, who are versed in both marketing techniques and programming, big data and machine learning skills.
In the current digitalized world, this is a new profession that can improve marketing efficiency and reduce costs all at the same time.
Unfortunately, they are rare to find and because of that it present a huge opportunity for starting a career.
Ikaria - An App for Loneliness
Life expectancy has gone down for me in the US, in large
part due to the opioid crisis. However, the general trend around the world is
that people are living longer. But that’s not long enough, tech has answer. This
past Tuesday, a new app called Ikaria was launched as a beta test with no less
than $1.5M in seed funding. The premise of the app is that it’s trying to alleviate/eliminate
all those feelings of “profound loneliness that social media can induce” and
seeks to help users to cultivate “richer personal relationships for a happier
and longer life.” The app claims to meets at the intersection of iMessage group
chats, mental health content, and personal therapy. A use case was outlined, “If
Ikaria knows you’re in communication with your mom, it can remind you to call
her or send messages that say more than “How do I fold a fitted sheet?”” …
Pretty lame.
Influencer marketing regulation – we saw it coming
We have seen influencer marketing grow exponentially in the
past few years. Part of this rise can be attributed to the ease with which
brands could use this marketing lever, and the robust effectiveness tracking
that it offered. But with it now occupying anywhere between 15-40% of total
advertising budgets of brands, questions are bound to arise.
The FTC will be a serious watchdog now, spying for any
undisclosed influencer marketing (influencer marketing is larger than reported),
which will call for penalties. When influencers make their viewers think that a
post or a story about a product is not backed by a financial incentive, and is
thus purely the views of the influencer, it places much higher credibility and
validation in the product. While brands may think that this regulation will
benefit only the consumers, they’re wrong. This is not only a false picture for
the consumers, but it can potentially lead to conflicts between brands and influencers,
in which brands will lose out - if influencers market products of multiple brands
in the same space, all unsponsored or some sponsored content and some not, the
brands will not be in a position to charge them with anything since it was not
a contract or partnership to begin with, if it wasn’t sponsored content. Regulation
will definitely help both consumers and brands and make influencer marketing
more transparent. It will probably also become a more viable career option and
we’ll see a bump in the number of influencers. FTC is still considering other rules
and regulations and it will be interesting to see if the interest in influencer
marketing will quiver, until brands incorporate this regulation in their day-to-day.
I would also expect the exorbitant prices that some influencers charge to come
into question, and regulatory agencies requiring disclosure from both brands
and influencers.
Apart from the FTC, even the FDA is going to regulate the
space – to monitor ads for drugs. At an initial glance this feels like something
beyond the regular ambit of the FDA’s role, but as influencer marketing takes a
central place in marketing and makes apps like Instagram one of the most used (and
possibly effective) advertising platforms, regulation is expected to follow suit,
especially in the case with highest consequences like healthcare.
Facebook Adjusts Ad Rules
Mayor Bloomberg exploited a loophole in Facebook's ad policy to reach millions of young voters by sponsoring posts from some of Instagram's most popular influencers. Facebook, in an attempt to protect themselves from political ads after the backlash they received from all the "fake news" posted during the 2016 election, established rules for political advertisements. Bloomberg, now famously, skirted these policies by having the influencers post directly from their accounts. Days after the barrage of posts, Facebook announced new updates to the policy.
This tactic from Bloomberg shows the power of influencer marketing. Bloomberg successfully reached his target market (millions of young Americans) while making national news at the same time. Popular influencers have earned the trust of their audiences and a successful campaign can influence the intended audience.
https://www.theguardian.com/technology/2020/feb/14/facebook-reverses-political-ads-rule-bloomberg-finds-loophole
This tactic from Bloomberg shows the power of influencer marketing. Bloomberg successfully reached his target market (millions of young Americans) while making national news at the same time. Popular influencers have earned the trust of their audiences and a successful campaign can influence the intended audience.
https://www.theguardian.com/technology/2020/feb/14/facebook-reverses-political-ads-rule-bloomberg-finds-loophole
Eye Spy: A new way for marketers to track and gather consumer information?
Eye-tracking technology has already and will likely continue to revolutionize and benefit nearly every field of business—perhaps marketing more than any other.
“Eye tracking technology, a type of analytical heat map, is used to evaluate digital marketing content used on mobile apps, websites, etc. Including this technology in a businesses’ marketing strategy is bound to increase conversions and boost revenues.” With this new way of tracking consumers habits, both conscious and subconscious, digital marketers are sure to gain valuable insights to further transform and evolve their measurement, decision making and campaign efficacy, according to Naveen Joshi (https://www.allerin.com/blog/eye-tracking-a-technology-that-will-transform-marketing).
To consider one step further, companies and marketers already seem to be employing this technology given the advancement of personal smartphone cameras. An iOS app called Hawkeye Access allows iPhone owners to “control their phone using their eyes.” So, how will such eye-tracking be regulated in order to control user privacy?
“Eye tracking technology, a type of analytical heat map, is used to evaluate digital marketing content used on mobile apps, websites, etc. Including this technology in a businesses’ marketing strategy is bound to increase conversions and boost revenues.” With this new way of tracking consumers habits, both conscious and subconscious, digital marketers are sure to gain valuable insights to further transform and evolve their measurement, decision making and campaign efficacy, according to Naveen Joshi (https://www.allerin.com/blog/eye-tracking-a-technology-that-will-transform-marketing).
To consider one step further, companies and marketers already seem to be employing this technology given the advancement of personal smartphone cameras. An iOS app called Hawkeye Access allows iPhone owners to “control their phone using their eyes.” So, how will such eye-tracking be regulated in order to control user privacy?
Brands Getting More Transparent About Data Collection
With recent
privacy regulations such as GDPR and the California Consumer Privacy Act, both
app publishers and brands have had to become more transparent than ever on how
and what location data they collect. Fortunately for consumers, an article on
emarketer points out that many on the brand/publisher side have already
embraced this transparency.
The author of the article
argues that it is this transparency that allows brands to make the case to consumers
for collecting their data. According to a survey conducted by the University of
Southern California (USC), over half of US smartphone users expressed they
would be willing to share their location if they understood the benefits behind
doing so. In that same study, only 18% of the overall respondents said they
would be unwilling to share this data, further re-emphasizing that a vast
majority of consumers are willing to share data in the right circumstances.
Of course, the
ability of a brand or an app to express those clear benefits is also
significantly impacted by the value proposition that the brand/app is able to
offer based on the data. For example, the article points out that a transport
or shopping app has the advantage of being able to speak about an experience that a user would be able to
potentially have. Furthermore, the article shows an example of how Jersey Mike’s
Subs created an additional screen in their app to explain why they want a user’s
location data and how they are using that data.
From an
advertising perspective, while it may be a bit more difficult of a case to make
to the consumer for collecting data, it still is extremely feasible as
advertisers can highlight opportunities for the consumer through more tailored
offers or special promotions on services.
Overall, I do
think the recent regulations have helped force brands/apps to be both more
cognizant and transparent about how they are collecting consumer data. As both
a consumer and as someone who works directly for a brand, I’ve seen from both
sides the benefits of the new regulations and with it, the additional effort
from brands to ensure they are being more transparent about data collection. At
the same time, brands/apps are also looking to acquire more data than ever on
consumers. As an example, what used to simply be email marketing is also now being
supplemented by SMS/text marketing as brands look to find new ways to ensure their
messages are being put in front of consumers. What I think will be interesting
to watch is how these regulations evolve as brands/apps continue to find more
ways to personalize shopping experiences to drive higher conversions. To
accomplish the more personalized experience, brands/apps will need to collect even more data and the
impetus will be on them to convince the consumer that it will ultimately
benefit them by having an easier and more rewarding shopping experience.
https://www.emarketer.com/content/brands-are-getting-more-transparent-about-data-collection
RxBar's "new" strategy: influencers as an agency
In article published yesterday in Digiday, RxBar describes their new influencer strategy that involves partnering with social media influencers to promote new limited flavors of its protein bars. Their first partner is CrossFit influencer, Cole Sager, who is now promoting a limited-edition hot chocolate flavor to his 267k followers on Instagram.
According to RxBar, what's different about this strategy compared to a normal influencer campaign is that RxBar wants to leverage influencers as an agency, giving the influencer 100% control over (and responsibility for) the creatives and placement to sell the new flavors. In return, the influencer receives a portion from each sale, just as an affiliate would, in addition to an undisclosed base fee.
RxBar's strategy sounds like a hybrid between influencer and affiliate models, and so far I'm not convinced that this type of model will work. On the surface it sounds like a great idea, since there is a relatively low up front cost for the brand, the influencers give the brand a lot of reach, and the bulk of payment to the influencer is on a CPA basis. Normally, based on what we learned in class, CPA-based marketing channels usually have low quantity/low quality reach because the risk to advertisers is high. I don't see RxBar's new hybrid approach as innovative enough to overturn this logic.
Firstly, influencer traffic is usually top-of-funnel and is difficult to convert directly without a corresponding paid/content strategy. This is especially so on a platform like Instagram, where influencer posts are transient and quickly buried under a nonstop stream of new posts. Secondly, the incentives for the influencer are not the same as a typical brand's marketing team or agency. Whereas brands and agencies want to generate as many sales as possible at the lowest cost, good influencers prioritize authenticity and must not over sell, or they risk being seen by their followers as "selling out". Therefore, I think that the most likely outcome is that RxBar's partnership with Cole will fail to meet expectations, both on the side of the brand as well as the influencer.
That said, one interesting part about RxBar's strategy is how it addresses attribution issues when it comes to influencers. Rather than guess at click-through and conversion rates based on Instagram profile link clicks, RxBar seems to be assigning each big influencer with a specific "limited" flavor to promote. This capability is somewhat unique to RxBar, which can formulate new flavors relatively quickly and afford the corresponding inventory risk.
According to RxBar, what's different about this strategy compared to a normal influencer campaign is that RxBar wants to leverage influencers as an agency, giving the influencer 100% control over (and responsibility for) the creatives and placement to sell the new flavors. In return, the influencer receives a portion from each sale, just as an affiliate would, in addition to an undisclosed base fee.
RxBar's strategy sounds like a hybrid between influencer and affiliate models, and so far I'm not convinced that this type of model will work. On the surface it sounds like a great idea, since there is a relatively low up front cost for the brand, the influencers give the brand a lot of reach, and the bulk of payment to the influencer is on a CPA basis. Normally, based on what we learned in class, CPA-based marketing channels usually have low quantity/low quality reach because the risk to advertisers is high. I don't see RxBar's new hybrid approach as innovative enough to overturn this logic.
Firstly, influencer traffic is usually top-of-funnel and is difficult to convert directly without a corresponding paid/content strategy. This is especially so on a platform like Instagram, where influencer posts are transient and quickly buried under a nonstop stream of new posts. Secondly, the incentives for the influencer are not the same as a typical brand's marketing team or agency. Whereas brands and agencies want to generate as many sales as possible at the lowest cost, good influencers prioritize authenticity and must not over sell, or they risk being seen by their followers as "selling out". Therefore, I think that the most likely outcome is that RxBar's partnership with Cole will fail to meet expectations, both on the side of the brand as well as the influencer.
That said, one interesting part about RxBar's strategy is how it addresses attribution issues when it comes to influencers. Rather than guess at click-through and conversion rates based on Instagram profile link clicks, RxBar seems to be assigning each big influencer with a specific "limited" flavor to promote. This capability is somewhat unique to RxBar, which can formulate new flavors relatively quickly and afford the corresponding inventory risk.
Influencer Fraud
According to Digiday, Influencer fraud continues to be on the rise. Fake engagment on the site continues to get worst, despite efforts to crack down.
"According to Instascreener’s data, initially in May after Instagram removed the likes and comments of users from third-party apps, fake influencer engagement rates declined from 1.7% to 1% on certain accounts with the least authentic audiences. But from September to December 2019, the fake engagement rate for those accounts increased from 1% to nearly 1.2% because some influencers who report fake engagement rates were able to figure out workarounds to circumvent Instagram’s methods."
People are able to get around the algorithm's Facebook creates to detect fraud fairly quickly. Despite this, media buyers are not instructing brands to pull back. That’s reflected in Instascreener’s report: In 2019 companies spent $1.9 billion on influencer marketing in the U.S. and Canada, with $1.4 billion of that going to influencer marketing on Instagram. Yet, as much as $255 million of the $1.4 billion spent on Instagram was lavished on accounts with fake followers, per Instascreener.
Many advise clients to shift the focus of influencer use, away from immediate sales and more towards long-term brand building and engagement. For now, fake accounts and fraud continue to be on the rise.
"According to Instascreener’s data, initially in May after Instagram removed the likes and comments of users from third-party apps, fake influencer engagement rates declined from 1.7% to 1% on certain accounts with the least authentic audiences. But from September to December 2019, the fake engagement rate for those accounts increased from 1% to nearly 1.2% because some influencers who report fake engagement rates were able to figure out workarounds to circumvent Instagram’s methods."
People are able to get around the algorithm's Facebook creates to detect fraud fairly quickly. Despite this, media buyers are not instructing brands to pull back. That’s reflected in Instascreener’s report: In 2019 companies spent $1.9 billion on influencer marketing in the U.S. and Canada, with $1.4 billion of that going to influencer marketing on Instagram. Yet, as much as $255 million of the $1.4 billion spent on Instagram was lavished on accounts with fake followers, per Instascreener.
Many advise clients to shift the focus of influencer use, away from immediate sales and more towards long-term brand building and engagement. For now, fake accounts and fraud continue to be on the rise.
How voice search influences snippet results
What is a snippet?
We actually see them
all the time. They are becoming more common in Google Search Results. They
appear at the top of search results as a quick summary pulled from a list of
search results that describes the answer to your question that is deemed most
relevant to your query. They tend to be driven by words such as
"does" "to" "much" "what"
"is".
Why is this
important?
These types of words
are often removed when making a written/typed command, but are much harder to
remove when dictating a voice command. As more search happens through voice,
companies will have to determine how to structure their web content to improve
there organic search results.
Findings:
In an analysis, the
words "best" and "how to" brought in the most snippets.
What to do?
For companies who
want to improve their organic search results, try to build out "voice
search friendly" keyword lists. So instead of "shoe" perhaps
"What is the best shoe?" article or "How to tie a shoe"
article alongside the product you may be selling.
Hi my name is BERT
The job of a skilled
SEO strategist is to follow the drivers of what influences organic search
results, and as a result, the major search engines. Google, being one of the
largest makes changes to their engine algorithms to ensure the highest
relevancy for users. Google has made significant strides (and is dominant) in
search. One change to keep an eye on relates to their Artificial Intelligence
(AI) enhancements that they believe will improve relevance over time. So know
BERT, launched in October 2019. Also known as "Bidirectional Transformers
for Language Understanding". Google is calling this one of their biggest
leaps forward in the history of search.
BERT is expected to
affect 1 in 10 searches, and is expected to learn the context of how words are
used in language…and therefore search. What does this mean for SEO and Search?
Two things come to mind:
(1) Presumably this will provide a better user
experience through more relevant search results.
(2) It will better
reward those who create the best and user focused content.
SEO strategists
can't optimize for this, but rather focus their clients on point #2 above. A
win for users!
Thursday, February 20, 2020
MikMak PaddyWak - Throw a Marketer a Bone
MikMak Paddwak - Throw an Influencer a Bone
Attribution of marketing spend becomes increasingly important with marketing leaders aiming to optimize spending and their returns. Enter MikMak! What's MikMak? The founder describes it as:
"software [that] works across all digital and social channels so brands can have a unified storefront across channels and retailers, which, in turn, provides brands with standardized measurement and benchmarks across channels and retailers.”
Pretty cool! MikMak takes all the data across all its unified platforms (web, apps, mobile, etc) and then feeds it back to firms for easier understanding and more efficient operations. With this platform, MikMak is uniquely positioned to tackle something that I think about while scrolling mindlessly on Instagram: How effective are my random friends from high school at selling whatever baby products they are being sponsored by?
MikMak is able to see through the fake followers and understand revenue conversion rather than just clicks. According to one executive from Hershey, they see add-to-cart ratios on Instagram similar to those from other digital marketing platforms. Good news for my high school friends!
Sources:
1) https://adage.com/article/digital/new-tool-aims-track-whether-influencers-other-digital-ads-actually-drive-online-sales/2237996
2) https://www.mikmak.tv/
How does growth in AI and voice search impact digital marketing?
20% of searches over mobile devices are reported to be voice
searches. Traditional organic searches by means of typing words into a search
engine is being taken over by voice search due to several factors like
convenience and speed.
54%
of the US population has access to a voice assistant (18% through smart
speakers and remaining through smartphones). This ubiquitous presence of AI
makes it more convenient to simply search the web through voice commands than
access a device and manually type.
Second,
users can input 110-150 words per minute using voice search while they can
input only 38-40 per minute by typing which makes voice almost 4x faster than
typing. As a result, some estimates indicate that over 50% of total searches will
be through voice in the next 5 years.
What
does this mean for digital marketing?
Given
this shifting trend, it is imperative that businesses optimize their websites
as well as digital marketing strategy for voice search. Some ways in which this
can be done include:
·
Move away from keywords: For one it means that rather than focusing on keywords, it is more important
to use simple language. The content of the web page should be able to answer
the intent of a users’ search. Priority must be given to the implied meaning of
a search query as using keywords in content has no value when it comes to voice
search.
·
Use long tail keywords: While typing, we use short
and concise words to convey our intent but in voice searches, people speak a
proper query to find a solution. Hence, it is important to include those
long-tail keywords in web content. With voice search, the average length of
questions will increase. As an outcome, marketers have to increase the length
of their keywords.
·
Add frequently asked questions that can be picked up
easily by the AI
·
Tell Google about your relevance: This
can be done by using structured data markup. It helps in telling Google bots
about a webpage’s content and its relevance.
The FTC's New Guidelines For Social Media Influencers
The FTC wants influencers to adhere to guidelines when disclosing their relationships with brands, as an increased effort to prohibit false advertising. Previously, influencers could write #ad at the end of a post, however the FTC is now saying this is not enough. The newly released guidelines include disclosure within the message (not just at the end), more prevalent hashtags, and in videos the guidance is to frequently reference the relationship with the brand or have a watermark on the video. I am very interested to see how this plays out, and if it influences consumer behavior. Influencer marketing has proven to be a successful channel and is projected to be a $15B business by 2022, with total social media advertising expected to be $37B by 2022. Since it is such a large industry, these guidelines from the FTC will have a large impact and brands will have to find new ways to stand out without feeling so much like an ad. I am interested to see how social media influencers comply.
https://www.ftc.gov/news-events/press-releases/2019/11/ftc-releases-advertising-disclosures-guidance-online-influencers
Michael Atleson, a Staff Attorney for the FTC's Bureau of Consumer Protection said “Many consumers rely upon influencer recommendations in making purchasing decisions, and they should know when a brand paid an influencer for an endorsement, because it affects the weight and credibility the consumers may give to that endorsement”
https://www.ftc.gov/news-events/press-releases/2019/11/ftc-releases-advertising-disclosures-guidance-online-influencers
Michael Atleson, a Staff Attorney for the FTC's Bureau of Consumer Protection said “Many consumers rely upon influencer recommendations in making purchasing decisions, and they should know when a brand paid an influencer for an endorsement, because it affects the weight and credibility the consumers may give to that endorsement”
How ad blockers are impacting ad revenues and is there a win-win situation?
More and more users who are sick of ads slowing down their browsing
speed, cluttering up web pages, increasing their data usage and violating their
privacy by constantly tracking them, are installing ad blockers to rid
themselves of this menace once and for all. The number of users with ad-block
on their devices has reportedly surged 64% in the last 3 years accounting for 15-30%
of total web-traffic. Most of this growth is fueled by an uptake in ad-blocking
on mobile devices in the last few years.
Internationally, ad publishers lose ~$50bn in revenue every year
to ad blockers. Not only do ad-blockers prevent users from viewing ads (and
subsequently clicking on them) but another serious concern is that they are
able to prevent publishers from running any analytics on these users resulting
in a skewed data set. On the other hand even if publishers found a way to reach
users with ad-blockers would they really be able to monetize from them given
their dislike towards ads in the first place.
SCROLL
Enter Scroll – a service that partners with over 300
websites (popular ones like Buzzfeed, Business Insider and Vox) to offer ad-free
browsing for a subscription fee of $2.49 per month (this is expected to
increase to $4.99 per month after the first 6 months of launching). The idea
behind this service is that users pay for “a web that’s twice as fast, with no
shadowy trackers, no ads, no pre-rolls.” On the other hand, publishers earn more
than they would by showing ads to these same users. The benefit that Scroll
offers over traditional ad-blockers is 1) smoother integration with mobile
devices and 2) ad-free access to websites that currently detect and overcome
ad-blockers.
Is the option of having an entirely ad-free internet a
possibility in the future? We’ll find out soon enough!
emojis
Whose job is it to come up with more emojis? And what does that working meeting look like? Does the team receive requests from users and then it gets prioritized somehow? It’s shocking how important emojis have become. Granted some people have never gotten on board and never will, but who would have thought that emojis would be the beacon of inclusivity?? At first, I kind of likened the job of an emoji creator to that of a paint namer or hallmark card writer. A little frivolous, a little fun, very “take it or leave it.” But now I see them as stewards of inclusivity and diversity. When the multiple shades of skin debuted, it was applauded and made headlines. The latest release includes a gentlemen with a mustache bottle feeding a baby, boba tea, a nesting doll. I find myself equal parts confused and delighted.
Reccs
I love getting recommendations based on my online activities. It feels a little like taking one of those personality tests where they ask the the same question 100 different ways so that eventually you start answering honestly and not aspirationally. Then at the end of the test you find out your true personality -- underneath what you *think* you are. Are you really a Slyterine when you thought you were a Hufflepuff? A Miranda and not Carrie (btw, no one is ever Carrie. Ever. Nope, not even you.)? Recommendations engines follow you around like little scientists in white lab coats and clipboard observing your every move. And often times they are spot on or pretty close. But one company that uses recommendations in a way I just don’t understand. To set the stage: I’ve just purchased something online after doing some research on the best brand or product. Why then, would the recommendation come after I’ve checked out? I JUST pulled the trigger on my purchase, why are you showing me what other products I should have considered? Every time I see it, it just annoys me and makes me second guess my purchase. And I genuinely don’t understand the reasoning behind doing this. What is the desired effect here? That I go back and cancel the first item and continue my research? Or is it that I buy a comparable product and do some product comparison testing at home? Am I suppose to remember it for the next time I purchase this product? Whatever the reason, I think rather than suggest more of the same, the site should do things to make me more secure in my recent purchase. Maybe show me complimentary products that would go well with what I’ve just purchased, not substitutes.
Bloomberg takes to instagram
In an effort to reach younger demographics, the Bloomber campaign has embarked upon an aggressive instagram spree, in a strategy that's dwarfed Trump's 2016 social media efforts by millions of dollars. National spokesperson Sabrina Singh explained the "unconventional" approach to reaching younger voters by not only posting on social media but creating content that gets people to take notice and even potentially "go viral". This brings to memory Trump's 2016 tactics, which included spending nearly $20mm on Facebook ads. Since launching in November, Bloomberg has spent more than $300mm across TV, radio, Facebook and Google ads - or "more than the other four leading candidates combined".
Bloomberg's latest instagram presence eschews real issues in favor of reaching out to popular Meme accounts and requesting that they post comical Memes that mention him. These have proven entertaining and are widely shared - I've even screenshotted one or two for distribution to friends. These posts include things such as a plate of meatballs where one looks like Mike's face. It will be interesting to see the impact this outreach has - it will certainly drive awareness, but will it lead to votes?
Bloomberg's latest instagram presence eschews real issues in favor of reaching out to popular Meme accounts and requesting that they post comical Memes that mention him. These have proven entertaining and are widely shared - I've even screenshotted one or two for distribution to friends. These posts include things such as a plate of meatballs where one looks like Mike's face. It will be interesting to see the impact this outreach has - it will certainly drive awareness, but will it lead to votes?
Influencer fraud--the pain of influencer marketing
- Tools, systems, tea leaves, and whatever else can be conjured up to tell ‘good’ from ‘bad’ in the influencer industry has to be celebrated and commended. But, as with anything that aims to clean-up a swamp (and, not to get all Trump for a moment, this industry is firmly built on a swamp), has to undergo the same rigorous scrutiny (if not more) as that which it aims to tackle.No one system can (or will) ever be infallible. Fraudulent influencers will continue to exist, all the while both the incentive and tools to commit fraud exist. Sure, as the systems improve, many of the crudest fraudsters will get caught (but, so will many who are innocent); but, the savvier hawks out there will twist, turn, adapt, and change to get through the net and continue reaping the rewards of their approach.This is why we need the social networks to act. They’re the only ones with access to the full data, to tell us who is using automated systems, who has thousands of inactive followers, whose hours of activity are well outside the norm. Until the Facebook’s of the world wake up and realize the long-term damage fraud is doing to their precious networks, fraud will always exist in one form or another — and those of us who care about this industry and want to see it survive will have to keep battling against them, try to uncover their tactics, and make sure we don’t incentive and reward the cheats; rather that simply declaring that one silver bullet has ended the war.
George Soros: Remove Zuckerburg and Sandberg from their posts
On February 17th, Billionaire investor and democratic ally George Soros penned a letter to the Financial Times calling for Mark Zuckerberg and Sheryl Sandberg's ousters. In Soros' short but pointed note, he accuses Facebook's CEO and COO of engaging in a "mutual assistance arrangement" with Donald Trump in order to help him get re-elected. Soros' suggested cure for this issue is for governments to regulate social media platforms, and for Facebook to abstain from approving any political ads until after the November 4th elections.
Irrespective of the fact that Sheryl Sandberg is a known Democrat (Zuckerberg's political views are more cloaked), this raises a larger issue regarding the ability of Facebook and Google to influence or curate the ads on their sites. With the bulk of global advertising at scale taking place on two platforms, the risk of Facebook or Google's corporate views shaping a given narrative is only increasing.
It is no secret that George Soros has an agenda, as well as a history of using his money and influence to shape public affairs. Yet, even if his accusation is entirely baseless, they highlight an issue that on the back of Russia's alleged influencing of the 2016 election will only become more and more critical as November nears.
Irrespective of the fact that Sheryl Sandberg is a known Democrat (Zuckerberg's political views are more cloaked), this raises a larger issue regarding the ability of Facebook and Google to influence or curate the ads on their sites. With the bulk of global advertising at scale taking place on two platforms, the risk of Facebook or Google's corporate views shaping a given narrative is only increasing.
It is no secret that George Soros has an agenda, as well as a history of using his money and influence to shape public affairs. Yet, even if his accusation is entirely baseless, they highlight an issue that on the back of Russia's alleged influencing of the 2016 election will only become more and more critical as November nears.
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