Monday, November 26th, 2012
Recent changes by Facebook to its Edge Rank algorithm brought an onslaught of criticism from brands and advertisers. Edge Rank determines which posts show up in Facebook users’ news feeds; since the change, brands have been seeing a decline in views of posts they make to their pages as the algorithm favors posts from individual profiles rather than pages. Now, there’s an answer. Facebook has created a feed where users can see only the posts from Pages they like. In addition to making up about 20 percent of news feed content, users can look at their very own Pages-only view any time.
So is that good news, or bad?
The answer is mixed, but mostly good. Unlike the other newsfeed views, “most recent” and “top stories,” users have to look for Pages updates in the Pages tab in the left hand navigation bar. It’s not the most obvious integration for most; after all, how many people spend time in their Pages menu?
However, once alerted to the change, the Pages feed offers a great resource for people looking for updates from their favorite brands, bands, businesses, and celebrities. Posts that were once buried by Edge Rank are available to be uncovered with ease — all the more important during the time of year when consumers are looking for holiday shopping deals or recipe ideas, for example.
ReadWriteWeb suggests another plus: Brand-weary consumers may stick to Facebook if they don’t feel they’re getting a lot of unwanted advertising shown to them all the time. They point out that a U.K. poll from the summer shows people like multiple pages but hide them from their news feed. With Facebook’s new model, maybe users get a better deal. Facebook fans now have a way to maintain valuable connections on their own terms.
Have you tried the Pages view? What do you think? Is it helping you connect to people and products you don’t often see in your news feed?
TIP: Let fans know they can ensure updates from your Page by alerting them to the “Get Notifications” option. Users can hover over the “Liked” button on a favorite page and then click “Get Notifications” to get updates similar to those from close friends.
We did this with an image post to visually illustrate exactly how people can take action to hear from us. You can follow the directions for your own page, or share this post from our Facebook page.
Tuesday, November 20th, 2012
One thing becomes crystal clear during the holiday season: social media makes us hungry! As we cook our way through one culinary masterpiece after the next, we share the pictures and recipes far and wide to bring everyone in our network to a virtual seat at the table. In addition to sharing, we have access to more resources than cooks have ever had in history — recipes, reviews, videos, and tutorials are all at our fingertips as we baste, broil, and bake our way to fantastic feasts.
This Thanksgiving, we’re thankful for nearly a year of working with celebrated chef Bradley Ogden, whose passion for farm to table and sustainable cooking is palpable in his restaurants and in what he shares with his growing communities, especially on his Tumblr, which is emerging as a great recipe blog. You can also connect with Chef Ogden on Facebook and Twitter for videos, recipe suggestions, and more. Last holiday season, Chef Ogden released his second cookbook, Holiday Dinners with Bradley Ogden. Celebrate with Chef Ogden by trying his recipe for Pumpkin Cookies with Cream Cheese Frosting or gifting his holiday book to a cook you love.
If you’re thinking, ‘if only those recipe suggestions came with a sommelier,’ then we have great news for you. Blush for Wine, a new client, is an app that helps you decide what to drink and where to buy based on your plans, your tastes, and your budget. It makes finding wine pairings simple, and also has suggestions for giving wine as a gift — super useful throughout the holiday season. Download Blush in the app store and let us know what you think of its suggestions and profiles in the comments below.
Friday, October 12th, 2012
At Red Magnet Media, we pride ourselves on being the first to know about emerging trends in the digital media space. We work hard to stay at the forefront of new digital channels and technologies, and to learn how innovative brands can leverage these channels to reach their markets and create value for their audience.
The Social Edge Summit, which will be held October 16 in San Francisco, features discussions on the state of innovation around the evolution of increasingly sophisticated digital technologies. Its speakers are chosen for the progressive thinking they and their companies bring to the digital space.
Rachel Masters, Red Magnet Media partner and co-founder, will be one of the featured speakers at the Summit this year.
Rachel’s panel focuses on the fast-growing world of experiential marketing, including what it means for audiences and marketers, best practices for brands, and interesting casestudies. She’ll speak alongside Lisa Hickey of C3Presents and Shiloh Uhlir from Dell’s social media team, with Heather Huestis of Mother NY moderating.
We’ll be sharing our own learnings in digital marketing, and we’re excited for what we’ll learn from the other digital stand-outs at the event!
Visit the Social Edge Summit website for more information and to register. Use code SES15 for a 15% discount off your registration.
Friday, September 14th, 2012
This week I had the pleasure of talking Social Currency with HuffPost Live hosts Janet Varney and Jacob Soboroff. The big question Janet posed was, “Doesn’t it kind of matter what you do for a living in order for this, for social capital to really affect your bottom line or to really benefit you?”
Short answer: Yes.
Better answer: If you define your goals, anyone from an art curator to a trash collector can make her or his social currency work for them.
The full panel included industry colleague Ryan Kristopher (CEO of Verve Management), freelance screenwriter and music writer Jeff Treppel, and tax accountant John Shaw. While Ryan, Jeff, and I had more obvious immediate use for trading social currency within our industries, John described himself as of “the Old Guard.” To John in his number-crunching industry, there isn’t a pressing need for connecting with larger networks, the primary reason he recognized for participating in social media.
While that may be true, I think that Old Guard mentality leads to a lot of missed opportunity. Consider a couple of scenarios:
- As a freelancer, Jeff probably has to put in full-time hours coordinating the next gig. Peeling away to attend an in-person networking event is an inefficient use of his time if he has to write against a deadline. It’d be easier to share his latest Decibel contribution to his brand new Twitter account, without ever leaving Decibel’s page. His circle will see it, it will enforce his credibility as a writer, and it will reverberate through like-minded crowds – probably including the editors who go to the same networking events looking for new talent. (On the same token, Janet and Jacob may not be on LinkedIn, but that’s because they both have agents to update their IMDBs.) Social media creates a whole new channel for professional networking, and you don’t even have to leave your house or print a resumé.
- Say I am a trash collector. I love my job of partnering up with the same teammate every day and roaming my hometown streets. Seemingly I have no need to be engaged online in such an offline occupation. But I could potentially be the window into a world few people know. How fascinating would it be to see some of the weird stuff people throw out? I’d follow that Tumblr. Well-run social presences create experts, educators, and thought leaders out of everyday people.
- Insular communities need community activity, too. Industries that are not so relegated by social influence still need galvanizing elements to sustain. John mentioned how social media isn’t as relevant to the worlds of accounting, finance, or engineering – but there are myriad voices from those very industries authoring respected blogs and leading industry talks on Twitter. The best turn into book deals and speaking engagements. Like Ryan said, “Somebody who is not in that [media-centric] world can still find a lot of value from these different platforms. Because first and foremost, it gives you an opportunity to connect with your industry.”
You get what you put in. Not only have I gotten a job through Twitter, but I have also DMed about specific plot choices with my favorite author. Neither would have been possible if it weren’t for an openness to interact online. These opportunities weren’t even on my radar when they happened, but I’d say they enriched my life. As Huffington Post community member VCEden puts it:
It’s especially worth noting that the very arrival at my participation was extremely meta: The HuffPost Live team found an old personal blog where I detailed how one Tweet about sneakers led me to my full-time Moxsie job, they tweeted to ask if I’d like to contribute, and the show streamed live with Huffington Post members commenting on the side.
If that’s not evidence to beef up what I call your “living portfolios” of blogs and Tweets, I don’t know what is.
Thursday, June 28th, 2012
Skaist Taylor’s rebellious take on Resort, Cabulous’ roadmap to better transportation, citizen journalism at its best, and catering to TV and social media’s overlapping audiences. Here’s a week around the Web.
FASHION: We’re mighty proud of our friends Pam Skaist-Levy and Gela Nash-Taylor for presenting client Skaist Taylor’s second collection (a very rock and roll resort) last week. Their LON-LAX-NYC whirlwind tour shows these industry veterans are masters at balancing business with pleasure.
EMERGING TECH: In client news, Cabulous is en route to solving every city dweller’s dilemma: Getting wheels when you want them. Congratulations on their Series A! Watch CEO Steven Humphrey’s TechCrunchTV interview with Colleen Taylor.
SOCIAL MEDIA: Recognize the name Karen Klein? If you immediately recalled the bus driver who was bullied and verbally abused – by schoolchildren – your awareness can be credited to the most popular Storify in history. College student Ben Doernberg took to Storify to share Klein’s experience, which led to embeds in Mashable, The Huffington Post, 1.5 million Storify views, and a crowdsourced vacation fund for Klein.
TELEVISION: Lost Remote interviewed The CW Executive Vice President of Marketing and Digital Programs Rich Haskins about how its shows rely so heavily on social media – and how devoted viewers have become because of it. In the downtime at photoshoots, they host social media bootcamps with their castmembers. We love that approach!
Thursday, June 7th, 2012
Yesterday the Red Magnet Media team attended the Glimpse: the Social Discovery Conference, which was created by our friends Julie Crabill and the team at Inner Circle Labs. Timing was perfect given our recent thoughts on the evolution of social discovery and of-the-moment technologies like AirTime and Shaker.
Here are our top 5 takeaways from the conference:
- With social shopping, consumers would rather pin than tweet, but tweets can yield much higher sales. Will Young from Zappos was one of my favorite panelists from yesterday, and he came armed with some really interesting data. He’s based in Zappos’ San Francisco office and said that once they added a “Pin This” feature at the end of people’s orders, people were 13x more likely to pin than tweet. However, a pin only usually yields $0.75 in orders. A tweet yields $33.00!
- Jory Des Jardins of BlogHer was also on the Consumer Discovery Panel. She argued that bloggers continue to be incredibly influential since they’re on every platform and have built strong followings. In their studies they’ve found that people trust recommendations from bloggers they follow 2.75x more than traditional media experts. This is a result of the trust, credibility, and communities they’ve built. BlogHer is seeing how important video is for bloggers as well.
- Joe Kennedy, CEO and Chairman of Pandora gave a stellar keynote interview. With social discovery, nothing is by chance. Mayka particularly realized this when he described how Pandora now utilizes regional data to determine what is served to listeners.
- Foursquare, the company that popularized “the check-in,” is now backing away from emphasizing that as their main feature. Now that they have over 6-7M check-ins per day Foursquare is marketing themselves as a recommendation and tips company. Holger Luedorf, VP of Business Development, represented Foursquare on the location social discovery panel.
- People don’t just want friend/social circle recommendations, they’ll take them from strangers too. During the Lifestyle and Entertainment Discovery panel, Ticketfly’s Dan Teree gave the example of listening to a stranger’s playlist on Spotify — you don’t know the person, but you’re trusting their curation skill. This shows that social circles have merit, but content-hungry people will also go outside their immediate group for recommendations.
Serendipitously, not thanks to any app, we had lunch with Carolyn Coles, Miriam Shanahan and Kristina Simmons of Lululemon’s Emerging Product and Concepts team. It was fascinating to hear how the company is creating both digital and physical products as tools to enhance their relationship with their customers. Very excited to see their upcoming products!
Monday, June 4th, 2012
According to a recent Nielsen study spanning 56 countries, 92% of respondents say they trust recommendations from others in their social circle over any other form of advertising. The reason is clear: personalized recommendations from a person, publication, or public figure you trust have far more of a human touch. Recommendations are vetted, with a personalized seal of approval. People have been using recommendations from their social circles for years, and this behavior has made its way into the technology scene.
Social discovery is so ubiquitous now, that there are even events held in its honor: Inner Circle Labs is hosting the first-ever Glimpse: The Social Discovery Conference, this Wednesday, June 6, in San Francisco. (We’ll be there! Say hi.)
The Wave of Influence
It started simply. The most basic example is Facebook, which surfaces the most relevant content and information from friends and contacts. Recently Twitter revamped its Discovery tab and Who to Follow recommendations in an attempt to serve more relevant stories and other links on its platform. [screenshot of new Discovery tab?] Lots of commerce sites include a social feature, letting shoppers know what friends have purchased or recommended. Other commerce sites have enlisted the help of celebrities and industry influencers to curate or even create collections of goods and promote them accordingly, a la Rachel Zoe on Piperlime, or Mary-Kate and Ashley Olsen on StyleMint.
Some applications and products even go a step past recommendation, straight to authoritative delivery. For example, Soundrop is an application from SoundCloud that uses Spotify, allowing users to build and play social playlists. And for people (like me) who spend a solid portion of the day listening to music while working, lists of well-curated music are an easy way to get an hours-long soundtrack. This means that by listening to a socially curated list, you might not even know what you’re listening to — just where you’re listening to it. It’s sort of like listening to a movie soundtrack. While soundtracks are curated by a professional, these playlists are curated by friends and connections you trust. They work so well, that occasionally when asked, “What music are you listening to?” the answer is now, “Where are you listening to music?” Read more…
Wednesday, February 29th, 2012
Yesterday Senior Strategist Mayka Mei sat down with ABC7’s Jonathan Bloom to discuss the “new craze” that is Pinterest. We’ve all been tinkering with Pinterest for a while now, but seeing big brands like Newsweek and Whole Foods utilize pinboards has gotten the attention of the mainstream media. Click here to view the full segment.
In her talk with Jonathan, Mayka described Pinterest as a sure win for “an audience that’s hyperconnected and doesn’t read anything anymore.” She meant the last bit mostly in jest, but we also know from conversations with Mayka that she has strong opinions on why Pinterest is the poster child for the spirit of tomorrow’s most successful apps.
“Pinterest does two things,” she says. “It’s a curation service, which is basically all the rage right now because it puts the feeling of being an editor into the average consumer’s hands. Second, it fulfills a sense of validation. Either they are feeling heard through their pinboards being seen, or they feel good when someone repins or likes what they add.”
Pinterest: Not just for women
No doubt Mayka’s background in fashion marketing and daily Web window shopping (She says it’s a good, quick break, and assures us she’s just browsing.) make her the prime-targeted Pinterest user, but that’s not to say that Pinterest is only for the fashion set. In fact, new Red Magnet Media client Chef Bradley Ogden has started playing with Pinterest, too. Follow chefbradleyo on Pinterest to see beautiful food and beautiful restaurant interiors. Read more…
Friday, January 6th, 2012
Happy new year! The first week of a brand-new year inspires change. And when it’s the nature of your business to innovate at the speed of idea creation, change is always on the menu. Recent case in point: Pinterest.
What started as a site catered toward lifestyle has turned into something more mainstream. News outlets and other publications are using the site as yet another channel to disseminate information to the masses. The use cases are as different as they are hilarious to useful.
Second place finisher at this week’s Iowa caucus, Rick Santorum is the topic of a lot of political and Internet debate. And now, thanks to Pinterest, he’s already his own fashion meme, legitimized by Newsweek. It’s chronicling the best of Santorum’s Sweater Vests in a Pinterest board with tongue-in-cheek descriptions like “Oval Office Olive” and “Iowa State Red.” Savvy move by Newsweek to be so entrenched in social networks, and to not be afraid to inject a lot of voice into its captions!
This is part of a larger trend we’ve seen: Brands have embraced Pinterest as yet another social network, posting articles, images, and other pins of note to share with their followers. And some, like Forbes writer Victoria Barrett, see the space growing. In fact, she posits that Pinterest is going to trump the allegedly insignificant Facebook Like button in 2012. If Newsweek uses it and Forbes says it’s so, is Pinterest going to break out of the design network mold and be a part of the daily network repertoire?
Wednesday, November 9th, 2011
At her Astia presentation, Rachel met the fundraising startup DonationPay. This group has developed a service that makes payment collection extremely easy for non-profit organizations. With no set-up fees and and unlimited amount of fundraising pages, we like how they ease the potentially more complicated part of being an NPO.
Rachel chatted with the team to answer six classic questions about succeeding in social media, including the extremely NPO-pertinent “How do you recommend organizations use their limited staff resources to focus on social media?” Here’s how Rachel replied:
I think that having a process to manage it and making sure that everyone knows it’s an organizational priority and if they can somehow create a framework so that anyone in the organization can participate and give ideas, but there’s one person who’s managing the editorial calendar. You need to set a process for social media management like any other function within the organization- kind of like how with traditional PR, you have one regular PR person but they don’t know everything that’s going on in the organization. They need to interact with other people to tell them what’s happening- same thing needs to happen with social media: it can’t be an island off on it’s own. In order for it to be really successful, there needs to be a controlled way for everyone to give input. Read more…