Social Media & Digital Marketing Glossary

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Clueless on SEO, unsure of whether you should #FF or scratching your head at the prospect of writing a meta description? Fear not, as we have compiled the ultimate jargon free Social Media and Digital Marketing glossary, ensuring you have a better understanding of these rather technical terms! With Social Media & Digital Marketing becoming more useful and influential, it’s worth keeping up-to-date on these concepts!

Breadcrumbs – A navigation trail for somebody who visits your website, giving direction of how to return to the homepage from any given page, e.g. Homepage>About Us>Careers.

Direct Message (DM’s) – A method of contacting privately other Twitter users, often only achieved if there’s a mutual follow, yet, depending on privacy settings this isn’t always the case.

Embedding – incorporating an external web link into your digital platform which displays content from a different location. i.e. a video from YouTube, slides from SlideShare video or photo which is hosted outside of your publishing platform.

Engagement rate –  a metric which shows the number of interactions with your digital content, i.e. visiting a webpage, clicking on a link, expanding a photo, likes, retweets, commenting: interacting in general. The higher the metric, the better the content!

Geotag – Twitter & Instagram allow people to ‘tag’ or pinpoint a location e.g. London, which involves the directional coordinates to be attached to content like a picture.

GIF – aka Graphics Interchange Format, a series of pictures or animation/clips from movies used to illustrate an emotion or even in response to a live event.

HTML – ‘Hypertext mark-up language’, programming language used to build and edit a website.

Impressions – the number of times content is viewed without it necessarily being searched or even clicked on.

Live streaming & live tweeting – delivering content over the internet in real-time, i.e. Periscope (Twitter) & Facebook Live. Tweeting, in real-time, live updates or events.

Meta description – description of your website or page which appears in the search results.

Ow.ly & bit.ly – tools that shorten the original URL of a webpage to considerably less characters. Highly beneficial to Twitter , where a maximum of 140 characters can be used in any post, which also includes analytics to determine click-through.

Promoted/sponsored content – content that is promoted and paid to appear by advertisers, in targeted publications or as the primary result from a search engine query. Often used to quickly raise the profile of a brand or product in association with a topic, keyword or service.

PPC – ‘Pay per click’, a fee is paid every time someone clicks on the advert.

Page rank – in a Google search ,it is where your page appears in relation to a relevant search query. Ranking is determined by Google’s algorithm which includes factors such as: relevance to search term, frequency of clicks, freshness of content, how long visitors spend on the page & HTML structure. Ideally, it’s best to ensure you appear on the first page of results, as 80% of searchers won’t click past the first page Page (reference?)

SEO – ‘Search engine optimisation’ is the practice of affecting the visibility of a website within search engines. Broadly speaking, methods to improve SEO can be categorised into two areas:

On-page SEO – Relevant, fresh, concise content which visitors spend time reading, and hopefully sharing, tells search engines that your page is valuable and your website is current. Seamlessly weaving keywords into well written content that loads quickly, is easy to navigate on any format, whether on a computer or mobile, helps with on-page SEO.

Search engines constantly crawl and index websites. Displaying quality content in a structured format that search engines recognise, improves ranking. So make sure page attributes such as meta descriptions, alt tags and sector titles are all present.

Off-page SEO – Simply put, this is the process of having links to your website from credible web sources. Search engines rank websites in terms of authority and relevance. This is where reviews, professional affiliations,  PR, social media and customer endorsement online can be used to help boost your ranking.  I.E. If you are a member of a trade organisation, have a link to and from their website.

Scheduling – using a social media platforms advanced functionality to schedule the publishing of content in advance, often used to target individuals in different time zones.

Trending topic – a list of the topics that are currently generating the most interest on social media. Clicking on the topic link reveals the most popular associated content.

We hope these explanations are helpful, if you are interested in other definitions do let us know!

At brookscomm we have over 20 years’ of PR expertise and a proven track record of success. We can aid you and your business, call us on 01483 537 890 or, alternatively, email us hello@brookscomm.com

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Assault by Battery: Can Samsung stop its reputation from going up in flames?

Assault by Battery: Can Samsung stop its reputation from going up in flames?Launched in August 2016, the Galaxy 7 Note is the most expensive phone ever released by Samsung. In recent weeks, a significant number of consumers reported that their devices had burst into flames, prompting Samsung to issue a global recall of the 1 million sold units that it had sold so far.

The cause of the damage is relatively common.  Most portable, rechargeable devices such as smart phones, tablets, laptops and even Tesla cars are powered by lithium-ion batteries. Faults occur when the batteries are charged too quickly or by tiny manufacturing errors, causing a short-circuit which can lead to fire.

This isn’t the first time that a consumer electronics giant has had to issue a global recall due to battery failure. In 2006, Sony, the pioneer of lithium-ion battery technology (they rolled out the first commercially available version in 1991) had to recall over 4 million batteries which were used to power Dell, Apple and Lenovo laptops. The short-term cost of the short circuiting batteries was reported by Sony to its shareholders in 2006 to be $432m.

However, the dent on Sony’s previously untarnished reputation for manufacturing excellence coincided with consecutive, heavy, year-on-year operating losses from its battery division, culminating into a $600m write-off and the eventual sale of the business unit to Apple battery supplier Murata. 

Samsung’s smoke signals

Samsung have acted swiftly to try to save the Galaxy 7 Note, but their hastiness in doing so may have inadvertently sealed the phones fate.  Customers have reported that the same problem is still occurring with the supposedly upgraded replacement models.  The defect has clearly yet to be resolved, and the situation is turning into a PR disaster for Samsung. This week, the South Korean Government launched an official investigation to get to the bottom of the issue.

Industry analysts say investigating why the Note 7 devices caught fire, with more than 100 incidents in the United States alone and costing Samsung $5.3 billion from its operating profit over the next two quarters, is crucial for the world’s largest smart phone maker.

What can they do to save their reputation?

1: Understand the problem

It may seem obvious, but getting to the root of the issue is essential to rebuild the trust in Samsung as a technology innovator. They must ensure that all future smart phone product lines don’t have the same issue as the Galaxy Note 7.

2: Be transparent

The results of the Government investigation should be shared with the public including detailing what went wrong, how they will fix it and what they will do to prevent it from happening again. Mistakes happen, consumers can be forgiving if they are assured that the brand is being honest and up-front with them.

3: Be decisive

Considering Sony’s losses following its battery woes and the recent entry of Google into the premium smart phone market, the right move might be to completely mothball the Galaxy 7 Note.  This would take the ailing product out of the firing line, preventing further embarrassing headlines and draw a line under the fiasco.

4: Remind the market of your success

The Galaxy 7 Note might be a rotten apple, but the rest of the barrel aren’t. Samsung has the largest share of the global smartphone market, which is no small part due to the reliability and build quality of their products. They should make efforts to remind customers of their proven track-record with smartphones. And to further illustrate their credentials, should educate consumers about the reliability of their diverse range of consumer electronic products.

What do you think Samsung should do next about the Galaxy 7 Note?

Is the Galaxy Note series doomed now?

Do you think Samsung’s reputation will be seriously damaged by the Galaxy 7 Note fiasco?

Let us know by leaving a comment in the box below:

 

Tech PR & Marketing professionals – a breed apart

Not all PR & Marketing professionals are the same. In the tech sector these people have unique skills that make them stand out from the crowd. For instance:

  • The ability to translate complex tech functionality into customer centric solutions
  • An understanding of tech buyers decision making influences & processes
  • Using segmentation tactics to define and reach target audiences

To find out more about their goals, challenges and views on the effectiveness of their PR & Marketing activities, we recently conducted an in-depth survey.  Criteria for participants was that they held a senior or director level PR or Marketing position within a STEM (Science, Technology, Engineering, Mathematics) business in the UK.

Here are the highlights of the results:

79% stated that the primary goal of PR & Marketing is to generate leads

It wasn’t surprising that lead generation was rated as the number one goal, however the margin between this and the next highest rated goal (14% said grow awareness about the brand within their target market) is significant.

Many STEM companies are start-ups or come from emerging technologies where high levels of R & D require swift returns on investment. It would seem that the pressure is on PR and Marketing to quickly generate sales ready leads to enable the company to achieve revenues to repay investors and give the business the means from which to grow.

41% rated “Proving a return on investment from PR & Marketing” as the most desired outcome

Tangible evidence of reach, growth, engagement and conversions are the C-suite currencies that tech PR & Marketing teams have to deliver. With Brexit and an uncertain global economy its seems that our survey participants are under no illusions that their job could be at risk if the department does not prove its worth to the board. What’s required is having relevant KPI’s in place and accurate tools to report on activities.

70% said that their biggest challenge is integrating multiple projects

When you consider the variety of projects such as: PR, awards, events, webinars, inbound & outbound campaigns, internal marketing, product launches, SEO, blogging to name but a few, and that each activity involves different people and different technology, it’s no surprise that integration was the biggest challenge.

Marketing automation tools such as Marketo and Hubspot offer some degree of integration, but bringing together people, processes and technology requires PR & Marketing professionals to find ways to improve project management and encourage collaboration.

68% believe that digital PR & marketing tools aren’t being used effectively in their business

Despite being in the tech sector and despite many of the participants having a strong digital presence, they still felt that their business did not utilise digital tools. In the comments section of this question participants said that measuring reach was an issue as was ensuring that publications were shared on social media platforms by staff.

Check out the infographic for more results..

We’ve visualised these and other results in our infographic below.

What are your views on the effectiveness of PR & Marketing in your business? Do you have similar challenges? Feel free to share this post or comment below.

survey-results

Getting inside the Mind of the B2B Buyer

 

Fresh from a webinar yesterday run by B2B Marketing in partnership with Base One which revealed some findings based on the results of a survey of 500+ European business buyers who had signed off at least 20K of contracts with suppliers in the past 12 months.

A report is available aptly called the Buyersphere which publishes the full findings…

Here’s a snapshot … with some interpretations from us and some food for thought.

– Beyond the more likely ROI triggers for B2B buying, there is a lot of aspirational buying going, i.e emotion playing a key role in decision making. As PR people, we say don’t neglect the aspirational aspect when you communicate with your B2B customers. Your reputation and status count a lot and influence how customers perceive you/ your brand so you must work at these. If customers have heard of you before and like you, they are more likely to purchase from you.

– The clear belief in investment beyond the short term … we would add that short term sales blitzes are bad for businesses health and for staff morale.

– The printed word is key in supporting business decisions. Think compelling case studies which show business benefits and features and technical specs which are a pleasure for your prospects to download and peruse… think quality content across all of your marketing materials and website.

– B2C and B2B Social Media are two different beasts moving at different speeds… 🙂

– The value of drip drip news and content through regular communication with your customers .. leading to your customer getting to know you and wanting to form long term mutually valuable relationships with you. Who wants to be courted for a week and then forgotten about.

Speak soon, Olivia and the Team

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