Martin Tripp Associates social media Archives

What does Brexit mean for our various media sectors?

Matt D'Cruz 7th July 2016

It’s only two weeks since the EU referendum and media businesses and their employees are still trying to get their heads around what Brexit might mean for the economy, and for the media industry in particular. The economic and political ramifications of the vote are likely to affect us all from years to come, and it’s too early to accurately say what might happen, but in our conversations with business leaders across the media sector a broad picture is starting to build up.

How the media failed in the Brexit debate

Martin Tripp 1st July 2016

As the fallout over Brexit rumbles on, with infighting on all sides of the debate, it’s perhaps worth considering the part the media played in the run up to the polls.

The three main media influences – broadcast, newspapers (and their digital equivalents), and social media – all played very different but significant roles in the debate. For one reason or another, and whether through omission or policy, it is my view that all three ended up broadly supporting the intentions of the Leave campaign.

Is Microsoft’s LinkedIn deal as much about SaaS as ad money?

OliverLuft 29th June 2016

Little over a fortnight after Microsoft paid $26bn for the social network, LinkedIn has introduced a mechanism for advertisers to buy programmatic ads that will display across the site.

In an effort to draw fresh revenue from LinkedIn’s 433m users, the new system will display banners across the LinkedIn desktop and supplement the subscription fees paid by premium users and sponsored content as the main sources of earnings.

For the uninitiated, programmatic ads are administered by a system that relies on complex algorithms to trigger ad deployment to a set of specific criteria. The process is versatile and quick. It allows advertisers to save resources by automating media buying at pre-determined rates, and book and optimise campaigns via a web interface. Optimisation ensures ads are only shown to desired audiences and on relevant pages – and with LinkedIn’s wealth of business professional indexed by industry, job type, gender, nationality, interests, skills and much more, brands will be able to really drill down to find the most valuable audiences for their ads.

Publishers, how well do you know your audience? What are you doing to maximise its value?

Matt D'Cruz 12th May 2016

The long-term viability of digital publications that rely on scaling audience has been called into question in the last few months. Digital advertising has continued to grow, but increasingly the idea of a business model focused on generating a massive readership or viewership is becoming outmoded by the fluctuating demands of advertisers.

There’s also a prevailing feeling in the media industry that there’s too much content chasing too little advertising cash. This doesn’t necessarily mean that cutting back on both content and audience size will be beneficial, just that a new way looking at the quality of content and its ‘appropriateness’ to the audience is taking hold.

With this new approach come a requirement for new skills, and increasingly digital media businesses are looking to hire heads of Audience Development to their senior management teams.

Your next executive appointment: a social media influencer

OliverLuft 22nd September 2015

It’s all too easy nowadays for marketing messages to be avoided. In such a super-saturated time it seems obvious to say this but, nevertheless, it’s true. Print advertising is growing less effective; ad-blocking software fights against pop-ups and intrusive Google Ads; and YouTube has provided us all with the ultimate get out – the ‘skip ad’ button.

With so many firms throwing digital campaigns in our direction, it’s a wonder any break through and connect with individuals. It’s almost like we need a guide on social media to sift the rubbish on our behalf, tell us what’s stylish, and what to buy. Well, welcome to Influencer Marketing and its cabal of hip, young things waiting to fill us all in on what’s made the cool list.

Facebook At Work: will executive search firms use it like LinkedIn?

OliverLuft 13th February 2015

Workers rejoice! The days of firms barring employees from looking at social networking websites could be at an end. Why? ‘Cause Facebook is aiming to help everyone do their jobs just that little bit better…

In-house recruitment professionals should be especially excited by news that Facebook has launched a new social network specifically for office communications – it’s called Facebook At Work.

The speculative amongst you may care to think that sounds a bit like Facebook making inroads into LinkedIn’s territory, albeit in a different way – we’ll come to that…

So far just a handful of companies have be asked to join an extended trial of Facebook At Work, but the service is expected to be rolled out to the wider business community in the coming months of 2015.

Like its big sister site, Facebook At Work lets users create an account, post content, and interact. But instead of doing that with friends, it’s with co-workers.

Publishers need social referrals: so why have so few tapped into Pinterest?

OliverLuft 16th January 2015

Mention Drudge Report to any web publisher and they’re likely to grow wistful and yearn for the days when a single link from the site could send their annual traffic sky-high.

With few referral sites, small audiences and less competition, things were simpler for web publishers in the not-so-distant past. What traffic a site drew was usually direct, or via a search engine, and the volume of pages published on any given day often determined the size of the audience.

Fast-forward to today and the situation couldn’t be more different: the competition for eyeballs is more fierce than ever and (thanks to social media) the number of high-volume referrers has gone through the roof.

Social isn’t just bringing new skills to customer service – it can also change its function

OliverLuft 9th January 2015

Picture the situation: your firm is an airline, a customer enraged by the delay in getting back to him about lost baggage pays to promote a tweet about the ‘horrendous’ customer service. It gets seen by 76,000 people, what do you do?

Well, if you’re British Airways, you take eight hours to reply, enrage him all the more with your excuse, and carve out your own little corner of Internet infamy.

Customer Services may once have been the preserve of call centres but now, thanks to social media, it has become a high-stakes game. Not only do firms have to deal with a new channel, they also have to deal with a new culture. Now, customer grievances and the responses they bring are aired in public. If your firm gets it wrong it could end up like BA – with a black mark that (despite all recent improvements to social customer service) remains shareable and searchable.

Are you successfully tracking your content marketing efforts?

OliverLuft 24th November 2014

Content marketing. It’s come to save us all, hasn’t it? With consumers looking around every available social network for information and entertainment, all brands have to do is provide satisfying content and in return people will be only to pleased to fill their coffers. Right?

Well, stone me. It’s a little bit more complicated than that. According to research from the Content Marketing Institute, brands are either having difficulty (or simply not bothering to…) to measure the value of their work.

Just 21 per cent of B2B marketers claimed they were successfully tracking the ROI of their content marketing campaigns.

Pinterest, Promoted Pins, and self-service social media ads for SMEs

OliverLuft 8th August 2014

Running a small business in the digital age isn’t always easy. The inherent problems associated with battling a large rival offline have the unpleasant habit of transferring neatly to the online world.

Websites of firms with big marketing budgets are chocked with content; they command great authority from search engines; their inbound links are often of a high quality; and when search engines make big algorithmic changes, they respond quickly.

For small businesses that can’t compete on organic search, digital platforms offering flexible self-service ads and promotions can be a godsend.

Through its Adwords platform, Google allows creation of specific, targeted ‘pay per click’ (PPC) campaigns that can be tweaked easily through a self-service interface and provide smaller firms the exposure they need.

In fact, one small business owner told Tripp Associates his self-service Adwords had proved so easily manageable – and such a reliable source of revenue – he’d jettisoned his digital consultant and added £2 income to every £1 spent by closely managing campaigns himself.

And where Google has successfully enabled the small business owner, other digital platforms have followed.

Don’t bother with ‘followers’ and ‘likes’ for social media marketing, buy ‘reach’

OliverLuft 11th July 2014

How to do a quick social media audit and get a cheap and simple campaign off the ground

OliverLuft 30th May 2014

Have you dipped your toe in the world of social media? Have you set up a Twitter account for your firm, but then perhaps forgotten about it? Is social media something you think your business should do, but haven’t really yet figured out how it all works or what the benefits can be?

If the answer to the those questions is mainly ‘yes’, then you’ve come to the right place. The good news is that it can be a relatively straightforward process to get something workable in place, the bad news is that you may have to do a quick audit first – don’t worry, we’ll keep it short and sweet.

How Walt Disney uses social media to connect with audiences

OliverLuft 9th April 2014

Social media may have brought a wholly new way for brands to engage with consumers – but in an digital environment where attention spans are short and content is abundant, how do you stand out and make an instant connection?

Shira Feuer, head of social media EMEA for The Walt Disney Company, told The Economist’s Big Rethink conference the proposition was simple – to get attention, brands need to create something that is of value to the consumer.

But how does a brand define what is valuable? How does it know what consumers want to connect with across social media?

Beyond the broken funnel: six reason why changing to ‘instant marketing’ isn’t easy

OliverLuft 25th March 2014

The traditional ‘funnel’ model used by marketers to map how consumers move from being interested in a product through to purchase is broken and a new set of factors has been brought into play by the rise of social media, according to a leading media consultant.

Bjorn Timelin, a partner with McKinsey & Company, told The Big Rethink conference last week that despite the ‘consumer decision journey’ being nothing like it was ten years ago, many companies still use the funnel model to plan their marketing campaigns.

For brands that want to prolong their relationship with customers, he said, it was essential to understand how technology had changed purchasing journeys and adapt accordingly. It is no longer a linear process, he said, but a circular one. The old model of customers moving neatly through the funnel from the ‘marketing’ phase to ‘store purchase’ was gone – as was the old idea that ‘advocacy’ came after a purchase.

Communications recruitment: content marketing for health journalists

Martin Tripp 17th September 2013

An interesting evening at the Medical Society of London, where the Guild of Health Writers was holding an event on how to ‘Broaden Your Horizons’ as a journalist in the sector. What was compelling, for me, was that the challenges faced by journalists in this most specialist of areas are reflected right across the media world: a decline in print journalism, the rise of content marketing, and the need to adapt to the changing world.

Three of the panellists are living proof of how you can change mid-career: Simon Warne, now the Media & Marketing Director of Creston Health; John Isitt, the founder of Resonant Media; and Maureen Rice, Editorial Director of Cedar Communications.

A media search consultancy view on privacy, Twitter, and social media

Martin Tripp 7th March 2012

It’s been a funny week for privacy. First, Google launched their long-anticipated unified privacy policy, despite objections from EU lawmakers. Second, the Leveson enquiry heard evidence that Police officers were being paid to pass on “salacious gossip” to certain parts of the UK media. Third, Twitter and Datasift caused a stir by signing a deal which allowed the Reading-based company access to two years of archived Twitter data, and this

Content marketing means we’re all editorial companies now – even media headhunters like us

Martin Tripp 8th February 2012

For some years now, media headhunters like us have been advising clients – banks, retailers, charities, FMCG companies – that they have to start thinking like media businesses. After all, if you are Barclays, your competitors are no longer

Tag: social media