E-Paper

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Few days back I met with one of biggest media house CEO for business purpose. He quoted now day’s only I am reading newspapers in house. My son carries tablets for reading newspapers. He was just sharing one funny incidence and he quoted this, but somehow he was rite. I remember my childhood days when we were eagerly waited for Newspaper and try to read it first. Every one start reading at a time…each one had one page :).

It’s an E-Paper era…

What is E-Paper: 

Print and online editions have been joined by a third version of the daily newspaper, namely the so-called E-Paper version, also referred to as the “digital edition”. Meant here is the online edition of a daily newspaper that optimally simulates the printed pages by displaying them one-to-one on a smaller scale. Users can navigate on the newspaper page; obtain an overview just as they know it from the print newspaper. The digital simulation of the printed edition permits both specific pages and articles to be retrieved by clicking on them. In this way, E-Paper combines the presentation possibilities of the printed newspaper with those of the online newspaper.

Benefits of E-Paper:

Technology:

In term of Technology E papers allows us to do lots of things. Since we are living in Internet world, and we have everything except time. People spend his most of time on mobile phone or Tabs. They can access it anywhere & anytime. Its easy to read and downloadable. Normally its in JPEG, PDF, Doc, HTML, XML etc. formats. Its easy to access and user friendly also.

Comfort:

Since it’s an online version so we cannot tear it. User can see the same with two facilities: free access and paid subscriptions. For Media houses it’s an extra feature to get money.

Archiving:

Interesting feature of E-Paper is archiving. In print edition its almost impossible to find any past editions. But in E-Paper it’s just a matter of one click. It has search facility also where you can write your keyword and you will get exact clips.

Reach:

You can access all E-Papers across world, different languages and different editions. Now lots of e-papers are giving facility to translate the whole newspaper in English. Which is very useful for foreigners.

 Some Flaws of E-Paper:

Different Newspaper:

We have done some internal research on E-Paper. We found lots of discrepancy in E-Paper format. Like…

1) News content was not same as hard copy

2) Placement of News is different compare to hard copy

3) E-Paper was not updated for that day

4) E-Paper was totally different from hard copy

5) Photographs, Snippets, Briefs were missing in E-Paper

Editions:

Corporates are targeting to different cities now. It’s important to reach them with information. It’s very difficult to believe on E-Paper for all aspects. Especially in term of Editions. As ToI have more than 13 additions but it covered only 13 on E-Paper. Then again you have to rely on other sources for publications

Publications:

Not all publications: Again you will not get all the publications on web. Publications like Aaj, Which have great circulation in north belt but they are not on e-paper. Its all about the target audience of news papers.

Subscription: If you are on Web then you don’t have any patient to wait for payments and all. Many publications specially all magazines are subscription based. People avoid going there.

List of E-Papers in India

English Hindi Marathi
epaper.livemint.com/ http://epaper.amarujala.com http://deshonnati.digitaledition.in/
http://paper.hindustantimes.com http://epaper.bhaskar.com http://epaper.eprabhat.net
epaper.timesofindia.com http://epaper.haribhoomi.com http://epaper.esakal.com
http://deccanheraldepaper.com http://epaper.jagran.com http://epaper.lokmat.com/marathi/
http://epaper.centralchronicle.com http://epaper.lokmat.com/samachar/ http://epaper.loksatta.com
http://epaper.deccanchronicle.com http://epaper.navabharat.biz http://epaper.prahaar.in/
http://epaper.dnaindia.com http://epaper.navbharattimes.com http://epaper.pudhari.com
http://epaper.financialexpress.com http://epaper.patrika.com http://epaper.saamana.com/
http://epaper.freepressjournal.in/ http://epaper.prabhatkhabar.com http://epaperdivyamarathi.bhaskar.com/
http://epaper.indianexpress.com/ http://epaper.punjabkesari.in http://epunyanagari.com
MALAYALAM TELEGU URDU
http://digitalpaper.mathrubhumi.com/ http://epaper.andhrabhoomi.net/ http://jadidkhabar.com
http://www.deepika.com/dpathram/ http://epaper.sakshi.com http://www.dailyaftab.com
http://www.keralakaumudi.com/ http://epaper.vaartha.com http://www.etemaaddaily.com/epapers
KANNADA GUJRATI
http://epaper.kannadaprabha.com/ http://epaper.divyabhaskar.co.in/
http://epaper.udayavani.com/ http://epaper.navgujaratsamay.com/
http://vijayanextepaper.com/ http://kutchmitradaily.com

Just Look at it:

Top Publications in India by State

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Normally all PR executives have issue to get coverage in quality of publications. Here is the list for your reference. Below is the readership data for TG 12, all India.

In current scenario when PR measurement slowly getting its space in PR world. Its difficult to show case your visibility in lower rated publications.

Chandigarh Andhra Pradesh Assam Goa
Dainik Bhaskar Eenadu Asomiya Pratidin Tarun Bharat
The Tribune Sakshi Asomiya Khabar Gomantak
Hindustan Times Andhra Jyothi Assam Tribune O Herald O
Aaj Samaj Deccan Chronicle Amar Asom Lokmat
Amar Ujala Namaste Telangana Bismoi The Navhind Times
Delhi Karnataka Bihar Gujarat
Hindustan Times Vijay Karnataka Hindustan Gujarat Samachar
The Times Of India Prajavani Dainik Jagran Divya Bhaskar
Navbharat Times Kannada Prabha Prabhat Khabar Sandesh
Hindustan Samyukta Karnataka Aj The Times Of India
Dainik Jagran Udayavani Rashtriya Sahara Saurashtra Samachar
Haryana Kerala Jharkhand Maharashtra
Amar Ujala Malayala Manorama (Daily) Hindustan Lokmat
Punjab Kesari Mathrubhumi Prabhat Khabar Daily Sakal
Divya Himachal Vanitha (Mal) Dainik Jagran Pudhari
The Tribune Deshabhimani Dainik Bhaskar The Times Of India
Dainik Bhaskar Malayala Manorama (Weekly) The Times Of India Maharashtra Times
Jammu & Kashmir Tamil Nadu Chhattisgarh Orissa
Daily Excelsior Daily Thanthi Dainik Bhaskar Sambad (Ori)
Amar Ujala Dinakaran Hari Bhoomi Samaj
Punjab Kesari Dinamalar Nava Bharat Dharitri
Dainik Jagran The Hindu Nai Dunia The Samaya
The Times Of India Kumudam Patrika Pragativadi
Madhya Pradesh West Bengal Punjab Rajasthan
Dainik Bhaskar Ananda Bazar Patrika Ajit Rajasthan Patrika
Patrika Bartaman Punjab Kesari Dainik Bhaskar
Nai Dunia Karmakshetra Jag Bani Dainik Navjyoti
Dainik Jagran The Telegraph Dainik Bhaskar The Times Of India
Raj Express Karmasangsthaan Dainik Jagran Punjab Kesari
Uttar Pradesh Uttaranchal
Dainik Jagran Amar Ujala
Amar Ujala Dainik Jagran
Hindustan Hindustan
Amar Ujala Compact The Times Of India
Aj Hindustan Times

 

Circulation

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A Newspaper’s circulation is the number of copies it distributes on an average day. Circulation is one of the principal factors used to set advertising rates. Circulation is not always the same as copies sold, often called paid circulation, since some newspapers are distributed without cost to the reader. Readership figures are usually higher than circulation figures because of the assumption that a typical copy of the newspaper is read by more than one person.

In many countries, circulations are audited by independent bodies such as the Audit Bureau of Circulations to assure advertisers that a given newspaper does indeed reach the number of people claimed by the publisher.

Audit Bureau of Circulations (ABC) is a voluntary organisation constituted in the year 1948. Going back six decades when the concept of circulation audit was yet to be established in our country, advertisers had no means to know the actual circulation numbers of publications that they used for advertising and had to depend more on their own judgement. Publishers also found it difficult to convince advertisers of the relative values of their publication for the purpose of advertising. It is with this background, eminent representatives of the advertising profession and publishing industry came together to establish an organization which could serve common interest. Since then the benefit of ABC certificate of circulation have been availed by advertisers, advertising agencies, publishers and organisations connected with print media advertising.

The primary objective of the Bureau is to secure accurate circulation figures and data relating to all periodicals and media that sell advertising space and in regard to such publications to obtain information as to area of distribution and fix standard forms and methods for ascertaining the circulation figures and to record such information and circulate it to members of the ABC.

Bureau certifies circulation figures of member publications for a six-monthly audit period i.e. January to June and July to December. The system envisages a comprehensive audit of printing, distribution, financial and production records of member publications by a panel of approved auditors as per the audit guidelines laid down by the Bureau from time to time.

No. of Article, Title,                                            Language,                               Jul-Dec’13,                             Jan-Jun’13

Daily Circulation

Screen Shot 2014-09-08 at 11.57.13 AM

 

 

IRS

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IRS is the single source survey for media and product ownership/usage. The prime objective of the study is to collect readership information from a cross-section of individuals, in great detail, so as to present a true and unbiased picture of their readership habits. On the media front, it also captures information on television and cinema viewing habits, radio listening habits and Internet usage. In addition to this, IRS captures information on various FMCG (Fast Moving Consumer Goods) products, usage and consumption and durable ownership amongst households. Since media and product ownership/ consumption information is captured from the same household, it enables linkages between the media and product data. IRS equips you with information that is truly reflective of the Indian population for making informed decisions.

New IRS

How New IRS is different

  •  Advanced Technology Used which minimises Non-Sampling error
  •  For the first time the entire survey will be conducted by Double Screen CAPI.
  •  All show cards/mastheads will be displayed through the device.
  •  New Sampling Methodology for accessing Up-Market Households
  •  Audio Recording for certain section of the Questionnaire during the interview
  •  Use of Census 2011 for universe projection
  •  Improved quality control with real time workforce tracking  Reduced interview time to 30 minutes
  •  No Manual data processing
  •  With all these features, the survey has tremendous scope of reducing non-sampling errors by imposing strong quality control checks and thus improves data quality

Benefits:

  • Removal of manual interviews will reduce the interview duration to 30 to 40 minutes as against over an hour previously. This will result in reduction of respondent fatigue and will provide us better quality response. 
  • Bringing in global best practices like inclusion of data fusion, advanced research methodology equipped with modern technology. 
  • Data fusion possibilities through satellite modules – intrinsic and extrinsic (in future)

Geographical Spread:

  • District level reporting will be incorporated in stages. 
  • 32 States and Union Territories are covered in the new IRS – 95 Cities with a population of 5 lacs plus population. 
  • 92 individual districts will be reported initially and 502 districts will be reported as 98 districts clusters. 
  • Therefore from the first report itself, ‘Reporting Units’ will increase from 75 to 180+
  • New IRS will be covering all India excluding two States (Arunachal Pradesh and Andaman, Nicobar Islands and Lakshadweep) and a part State (Kashmir). 
  • This year IRS would be reporting Jammu and North Eastern States as well, this was not so until last year
  • Face to Face interview using Double Screen CAPI, across the Country 
  • All interviews conducted will be through Double Screen CAPI 
Methodology:
 
The IRS data is reported at the Household level and at an Individual level.
 
Household Data:

The household data is collected by interviewing the householder. Information in the household section is focused on all household details from the household composition, durables owned, household items purchased and other key demographic variables.

A Normal Household is defined as a group of persons who normally live together and take their meals from a common kitchen unless the nature of their work prevent any of them from doing so. Persons in a household may be related or unrelated to each other. There may be one member households, two member households or multi-member households. The link in understanding whether it is a household or not, is a common kitchen.

The Householder is defined as:

A person who takes the decision on purchase of day to day household products such as groceries, toothpastes, soaps, detergents etc. with respect to what to purchase, when to purchase and how much to purchase is a Householder. This person has to be staying in the household and can be a male or a female. The householder need not always decide on the brands. The householder need not always physically go to the shop to buy these products; the householder may only be suggesting the requirements while someone else implements it.

Individual Data:

Individual data is collected from a systematically randomly selected person who is 12 years or older and stays in the household. The Individual Questionnaire is mainly focused on capturing readership of publications, TV viewing, Radio listening, Mobile usage, Internet usage, Cinema going habits and personal usage of selected products.  

Target Group:

Sample Size is 2.35 lacs. Individual Questionnaire-12+yrs; Household Questionnaire: Householder. The survey will include all individual households, and exclude Institutions.

In lay man term:

IRS Team collect samples from individuals by face to face interview. They used to show different mastheads of newspapers to individuals and then ask to identify the same. If some body identify Times of India Mastheads. it counts as one reader of Times of India. After that IRS team do quality check and creates exact opinion. Basis on that data comes.

New IRS Launch

 

 

Blogging

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First things first: This is nowhere near a comprehensive guide to blogging. There are dozens of good books written about creating, growing, and maintaining a blog, and if you’re interested in going down that path, we’d recommend you find a few you like. We hope, though, that this chapter provides enough background to give you a solid understanding of whether or not it’s the right endeavor for you.

As web publishing has gotten easier, blogs have become more prevalent. Individuals with little to no technical experience can start up and run a blog using any number of different platforms. Consumers read blogs at greater rates now than ever before. Exact numbers are difficult to find, given how widely distributed blogs are, but there are more than 33 million new posts each month using WordPress alone.

What does the blogosphere look like?

There are an estimated 31 million bloggers in the US alone.

In one survey, almost 87% of bloggers had been actively blogging for at least two years.

57% of bloggers report having more than one blog.

35% of businesses blog at least once every month.

60% of bloggers report to be men.

Nearly 2/3 of influencers earn revenue from blogging, but 80% of them report earning less than $10,000 per year.

How are people using blogs?

Every blog has its own set of objectives. Some are run by individuals, some by companies, and others by some combination of the two. While you can find a blog covering just about anything, there are several overarching buckets they usually fall into:

Corporate: These blogs are written by a company for its consumers or stakeholders. They are often found on the main company website or a dedicated subdirectory/subdomain therein. (Side note: there’s good evidence that says a subdirectory is a better choice than a subdomain.) Topics can vary from news and announcements to product launch info and even community relations efforts.

Personal/diary: Bloggers who keep a personal journal online may have aspirations to develop them into other types of blogs, but their primary function is sharing their lives and experiences and generally target existing friends and family.

Hobby or interest: These blogs are focused around a theme. It could be professional in nature (tech blogs often fall under this banner) or completely personal (involving something like fashion, beauty, sports, etc).

Professional: These folks are in it to make a profit. They may base their income on ads or even affiliate sales, or they may have other means of income; the key is that these blogs earn them a paycheck.

Community/communal: This category often looks like what is often called hyper-local news. A local Seattle blog, the West Seattle Blog, is a great example of this working quite well. The blog covers news related to its particular neighborhood and has rich user forums that often generate a great deal of the content.

Strategies and tactics for success

Successful blogging is a lot of work. Depending on what success means to you and your company, it can involve any number of people—marketers and product managers are just the beginning. A blog is your opportunity to showcase your company’s culture and personality while shedding some light on the products you offer.

Authority: Your blog should be used to help establish authority through content that adds value to your industry as a whole. That said, how you set your blog up can impact the authority in some niches. A self-hosted blog is going to be the safest bet for everyone. It is an extension of your website and should be treated just as professionally.

Content: Depending on your industry and the frequency with which you’d like to publish, content creation can be a challenging task. The key is to stay creative and think like your users. What kind of information would they like to see? What kind of information would help them use your products more effectively, or would make their lives easier? What would entertain them? You can get to the bottom of many of these questions by looking into your site analytics. It’s a bit more trickier with Google now masking people’s search keywords with “(not provided)” in your GA dashboards, but there are plenty of other sources of valuable information about your users. If you’re using AdWords, you’ll still have access to some keyword data.

You can also look to your competitors’ sites, social conversations, your inbound Q&A, customer service requests, and any other feedback channels you have. Just look around you, and you’re bound to come up with other ideas. Another idea is to open the conversation to your colleagues, and even the customers themselves, to make it a group effort. Creating a content calendar where you can organize these ideas will work to keep you on track and prevent you from losing any of those great ideas.

Timing: Timing isn’t actually everything, but it sure is an important part of the puzzle. It is especially important today, when we receive a constant flood of information from social channels. The perfect timing will depend on your audience. Ideally, you want to find the time and day when your community is most available and willing to receive and share your content. This is going to be a time when they’re very active, but not so active that the your message is lost among the noise. Try experimenting with different times of day until you get a feel for what that “optimal” time is for you. Tools like Followerwonk can help. You’ll also want to keep an eye out for industry happenings, news, and othermajor events that may impact the attention span and appetite of your community.

Style: Blogs afford you an opportunity to step outside the bounds of the heavily vetted copy on the rest of your site and really develop your company’s brand voice. Take advantage of that opportunity, and don’t be afraid to show the world who you are. Raise that brand flag with pride!

At the same time, make sure your choices are intentional. Have a good sense for what your voice sounds like before you use it, and stick to it. That’s not to say that individual authors or even individual posts can’t have different tones, but they should all pivot from one primary brand voice. While this may sound limiting, it actually makes content easier to create, because you have a good sense for how your brand persona would approach a particular topic or situation. There’s only the writing to figure out from there. That’s the easy part, right? 🙂

Frequency: The only thing worse than never blogging at all is starting to and not maintaining the effort. As a visitor to a company’s blog, it is disheartening to see that the most recent post is from several months ago. This gives the visitor no reason to subscribe or participate. You certainly don’t need to blog every day, or even every week for that matter. Find an attainable cadence, set expectations with your audience, and stick to it. Perhaps you only do a monthly industry roundup. That’s cool. Just tell people in advance so they know what to expect.

Engagement: As we’ve mentioned before, engagement is where the real magic happens. Posts really come alive when they start to see comments and conversations from the audience. Engagement is also where a community starts to take shape. The biggest key is how you moderate it. Comments left unchecked are a golden ticket for spammers, who are crawling the Internet for opportunities to drop links. Not to mention the trolls. There are a several good ways to moderate the comments on your blog, depending on your goals. Some people choose to have an approval process, but the more popular a blog becomes, the more labor intensive that strategy becomes. Some choose to have a site-specific log-on and profile, but this can cut down on engagement for those unwilling to take the time to create one. It’s up to you and your own workflow to determine what the right strategy is for you.

Beyond the comment moderation, there is a lot of work that can go in to actually responding to comments and engaging with the audience on your blog. The same fundamental truths we outlined for social networks apply on your blog, as well. Be respectful, prompt, honest, and personable. Oh, and don’t feed the trolls.

Consider creating a “reader’s bill of rights” for your blog as your community grows. This document should outline what the standards for your community engagement are, including what the behavioral expectations are for both your community members and for your employees. It can help to not only keep you honest, but instill a sense of fairness and faith in your audience. At the highest level, it can be the “True North” you get to point to in times of conflict.

What success looks like

Successful blogs become known as reputable and enjoyable sources of information, earning the trust and admiration of their readers by providing valuable content on a regular basis. Valuable content, though, can take different forms for different people. Take a look at these success stories for a few examples.

West Seattle Blog: Perhaps one of the most celebrated hyperlocal blogs there is, the West Seattle Blog represents a small, but civically active neighborhood in Seattle. The blog began when a power outage in the neighborhood sparked the need for an instant and neighborhood- specific news source. From there, it has only grown. Now averaging a nearly half a million visits each month, the site has an avid community forum where discussions regularly end up on the front page of the blog, and from there, sometimes even the evening news. The West Seattle Blog is a regular source for reporters in the area and a “first-thing-in-the-morning” read for most residents in West Seattle and beyond.

Moz Blog: Born in 2004 as a venue for Rand Fishkin’s thoughts, struggles, and discoveries as he learned SEO, the Moz Blog has expanded its scope alongside its parent company. The blog is now a hub for thought leaders in the inbound marketing industry, with an average of a million page views each month and many posts garnering more than 100 comments. With its focus on educational content that empowers readers to make effective decisions, the Moz Blog has become a must-read for anyone looking to learn more about inbound marketing.

OkCupid: The dating site struck gold when it turned its lens inward to dig up content for its blog. It pulled back the curtain and showcased the data behind their users’ behavior, which is not something many sites like theirs are too eager to do. It paid serious dividends. Their blog alone has over 38,000 backlinks from nearly 900 linking domains, and while they stopped posting quite a while ago, they stand as a great example of success even today.

Recommended tools

WordPress: One of the most popular blogging platforms in existence, WordPress is a free and open-source tool that can be hosted either on WordPress or on another domain of your choice. Incredibly flexible and easy to use, it is often the default option for both advanced and novice bloggers. There is an entire industry built around the creation and sale of custom themes and skins for WordPress, making the otherwise templated platform more personalized and customizable. WordPress can be used with existing sites as well, making it an frequent choice of businesses and consumers alike.

Blogger: A free blogging platform built by Google. This tool is quite similar to WordPress in theory, but without many of the features and flexibility. Blogs here can either be self-hosted or left on blogger.com. It’s much better-suited for a casual personal blogger than a business or professional blogger.

Google Analytics: Measurement is a must if you’re interested in tracking your progress against business objectives (which you really should be). Google Analytics (GA) is a free analytics tool that provides insights about user behavior, traffic, and social behavior on your website. Your GA account can provide tons of useful data that will help you get to know your customers, what they’re looking for, and how you can better serve them.

Comment Plugins: Most of the blogging platforms come with built-in commenting features, but for one reason or another people may choose to go with a different tool (often because of features, sharing, or concerns about spam). Some of the most popular are Disqus, Facebook, and IntenseDebate.

Google Alerts: Another free Google tool, this one helps you keep an eye on your online reputation across the web. You can freely program the tool to send you alerts via email whenever it finds a mention of a keyword or keyword string you specify. You can set these up for yourself, your business, and even your competitors. When you’ve put some muscle behind a particular piece of content, it’s also a good idea to set up a Google Alert for the title of that post. This will help you identify extensions of the conversation that you will want to get involved in. This is also a useful tool in protecting your content, as it can help you identify when your work has been stolen or scraped.

Fresh Web Explorer Alerts: This is one of our favorite Moz tools. With a subscription to Moz Analytics, you now have access to set up e-mailed alerts for new mentions of custom queries. We like to think of it as Google Alerts, only better.

Linkstant: By keeping an eye on when people are linking to your blog, you can follow the conversation. People will often read a blog and then start a conversation on their own site, usually linking back to the original spark—your blog. By participating in the conversation on the new site, you can usually generate a circular flow of traffic and engagement driving your readership, traffic, and links. This tool will alert you via email every time someone has linked back to your site, helping you uncover these opportunities.

 

Pinterest

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Through beautiful images and easy-to-use “pinning,” this website has taken the online community by storm. Following its beta launch in 2010, Pinterest provided a way for users to simply share and create image collections for hobbies, style, businesses, and more. Whether you’re a business owner connecting with your users through images or simply trying to redecorate your home in DIY-fashion, Pinterest has something for just about everyone.

Key stats and demographics

Pinterest has 20 million monthly active users (70 million registered users)

More than 50 million unique visitors per month

5 million “article pins” per day

Women are five times as likely as men to use Pinterest

Pinterest users in the US spend about an hour on the site each month

Shoppers spend more on their purchases when referred from Pinterest—roughly twice as much as referrals from Facebook and Twitter.

Pinterest drives more referral traffic than Twitter, LinkedIn, and Reddit combined.

How are people using Pinterest?

Image-based sharing is becoming increasingly important for brands and consumers alike. The effectiveness of imagery has led sites like Pinterest and Instagram to quickly become the new staples in daily digital life. In a world where people don’t necessarily want to spend a lot of time reading, rich media helps users share, communicate, and consume stories quickly and easily in meaningful ways.

Strategies and tactics for success

Engagement: The Pinterest community is growing quickly and can be very engaged. This is a great opportunity for your consumers to interact with you, so be sure to pay attention to your comments for opportunities to have conversations. They may be asking questions or just offering words of praise or concern. Using a tool like PinAlerts or Pinterest’s analytics to monitor where and how your content is shared can help you catch opportunities that don’t come directly to you.

Discoverability: Set your site up to be shared socially on Pinterest. Make sure the social sharing buttons on your content pages are easy to find and use. Directing people’s attention to your Pinterest page will also help them find your content and enable sharing in new ways. Also,don’t forget to implement appropriate tracking so you know how well these are working!

Content Strategy:

Highlight customers: Highlight customers using your product, content they’ve created, or even their stories. It will appeal to their natural desire to be acknowledged and included. This also helps them feel like they’ve added value back to their community and instills a sense of ownership.

Behind the scenes: Give your audience a look behind the curtain by showcasing behind-the- scenes pictures. This increases the feeling of getting special limited content, and thereby, their affinity for your brand.

Community relations: If your business is involved in community or charity activities, share that with your audience. You may feel like this comes off as bragging, but it can be done in a humble and selfless manner. Your customers follow you because they’re invested in you and what you’re doing, and your efforts outside the office are an extension of that relationship. You might even get them involved!

Know your audience: Know everything you can about your audience, and give them what they want to see. Humor works particularly well on video, for example, and beautiful imagery of any kind tends to work incredibly well on Pinterest. You might even try to get to know people by spending time on the platform in your personal profiles. You can use that to get to know what works there and how people share and communicate.

Content Strategy:

Highlight customers: Highlight customers using your product, content they’ve created, or even their stories. It will appeal to their natural desire to be acknowledged and included. This also helps them feel like they’ve added value back to their community and instills a sense of ownership.

Behind the scenes: Give your audience a look behind the curtain by showcasing behind-the- scenes pictures. This increases the feeling of getting special limited content, and thereby, their affinity for your brand.

Community relations: If your business is involved in community or charity activities, share that with your audience. You may feel like this comes off as bragging, but it can be done in a humble and selfless manner. Your customers follow you because they’re invested in you and what you’re doing, and your efforts outside the office are an extension of that relationship. You might even get them involved!

Know your audience: Know everything you can about your audience, and give them what they want to see. Humor works particularly well on video, for example, and beautiful imagery of any kind tends to work incredibly well on Pinterest. You might even try to get to know people by spending time on the platform in your personal profiles. You can use that to get to know what works there and how people share and communicate.

What success looks like

Sony Electronics: There are so many things right with what Sony is doing on Pinterest. From brand new products to a collection of vintage products and all the way to highlighting sale products, they’re utilizing a mixture of content for their brand fans. Sony use their ads as interesting points of content as well, but also don’t shy away from some of the more off-topic boards. They’ve got the content nailed down.

Beautiful Objects: The social media-savvy brand has extended its reach to Pinterest. One of their boards is only slightly related to coffee and shows how Pinterest doesn’t have to be just about your product images. Go off topic a little, but stay relevant.

Nordstrom: From naming their social team members on the page to regularly posting on boards as broad-ranging as “Totally Throwback,” “Nautical Vibes,” and “Beach Wedding Ideas,” this is one department store that knows how to pins. And, with a following of more than 4.4 million people, their strategy clearly works. Nordstrom gets bonus points for bringing their social integration full-circle, adding “Top Pinned Items” displays in its stores.

Etiquette tips and guidelines

Give credit: Sharing other people’s content is at the heart of Pinterest, so giving proper credit is of the utmost importance. Ideally, everything is pinned from its original source, even if that means digging a bit to find it. You want to provide the best user experience possible, and if you pin content directly from a Google Image SERP, for example, users would be linked back to that SERP instead of the page where the image originated.

Change captions: Repinning isn’t like retweeting on Twitter. You’ll want to be sure to update the caption on a repinned pin to make it your own. It should represent you and your brand, and should show relevance to your community. Don’t forget to use target keywords that your audience searches for so they can easily find your pins.

Don’t flood: Pinning throughout the day is going to be a brand’s best bet, and there are tools to help you schedule pins in advance. If you pin all of your content at once, you’ll flood your followers’ streams, and it could annoy them enough to unfollow your brand.

Organize: Keep your boards organized, as people will follow them for specific content. A user who subscribes to a “recipes” board doesn’t want to see images of fancy cars or interesting furniture. If you want to share new types of content, create new boards.

Group boards: Group boards allow more than one user to pin to a board. You can collaborate with partner companies, your coworkers, and anyone else with whom you’d like to collaborate on unique and interesting content. You’ll definitely want to have a strategy and purpose behind a shared board.

Secret boards: This is probably not a feature you’ll use for your brand, but you can create boards that are shared with a limited group of people and invite them to pin on them as well.

Verify your site: In order to have a verified account and have Pinterest Analytics for your site, you’ll need to verify your site. Pinterest’s Analytics will show you statistics on how many pins have been pinned from your site, what sort of traffic Pinterest drives to your site, and more.

Recommended tools

Pinterest’s Blog: They highlight a variety of users and brands and showcase interesting news. Keep an eye on this blog to stay on top of any changes and also as a source of inspiration from users doing interesting things.

Postris: Helps you find the most popular boards, pins, and people on Pinterest.

Viraltag: A bulk scheduler for Pinterest helps you avoid overwhelming your audience and upload several pins at a time. Viraltag also feature analytics and allows you to upload to multiple Pinterest accounts.

Curalate: This tool helps you measure board and pin engagement, generate traffic, find advocates, and more, depending on the pricing package. It also helps with Instagram.

PinAlerts: Basically Google Alerts for your website’s content on Pinterest, among several other measurement features.

Rich Pins: Pinterest has made it possible for your products to show up as more than just photos. By prepping your site with the right meta tags, you can add rich content like prices and reviews to other people’s pins of your content.

 

YouTube

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After its humble beginnings in 2005, YouTube has become more than just a place to watch cat videos. Eight years later, YouTube has morphed into the world’s second-largest search engine, a driver of online culture, and a springboard for Internet fame. There’s still plenty of cat videos to go around, but YouTube has its sights on bigger, better ideas.

Key stats and demographics

1. YouTube sees over one billion unique visits each month

2. Over 6 billion hours of video are watched each month

3. 100 hours of video are uploaded every minute

4. Mobile devices account for more than 1 billion views each day

5. According to Nielsen, YouTube reaches more US adults ages 18-34 than any cable network

6. Thousands of YouTube channels are making six figures annually

How the network is being used by consumers

In a word, sharing. Content is being uploaded and shared through YouTube at record rates. Users can follow channels (which have gotten more sophisticated in their design and functionality over the years), upload their own content, comment on and discuss videos, and follow other users’ content. With the ability to link directly to or embed videos, YouTube has become a primary source of video entertainment for users all over the web. Its ability to monetize through ads—both for itself and its users—adds a layer of financial sustainability.

Strategies and tactics for success

Engagement: The comments on YouTube are famous for being a bit of a wasteland. Many of them are meaningless and often from trolls. Many brands shut off their comments for good reason. You may opt to leave comments on, just to see what type of engagement you get, and that is okay too. What is not recommended, though, is to leave them on and ignore them; either tend to the garden or get rid of it altogether. And you can see powerful results by choosing to engage with your audience.

In order to improve commenting on YouTube, YouTube comments are now directly tied to G+ accounts. As a business, you’ll need to link your G+ brand page and your brand’s YouTube account. First, you need to make your YouTube account an administrator on your G+ page. Then make sure you’re logged into your YouTube account and then follow YouTube’s connect instructions. After everything’s connected, alerts for new comments on your YouTube videos will appear in your G+ notifications, and your YouTube videos will show up in a tab on your G+ brand page

Content Strategy:

Help content and other how-tos: For some products, tutorials and how-tos are going to be incredibly valuable. Help your audience learn how to better use your product, including ideas about how to use your product in novel ways. Help them learn how to do things that may not be directly related to your product, but are highly relevant to their interests.

For example, a nail polish brand may occasionally highlight how-tos for special-event hair. This is incredibly relevant to their audience, but not directly related to their product. This is a tactic we’ve mentioned before: think horizontally.

Exclusive content: This can take the form of early access to new products, special channel- specific promotional deals, or even insider company news. Giving these limited audiences exclusive access to different types of content will make them feel honored and “in-the-know.” Also, creating channel-specific content will give each individual a reason to follow you on more than one channel, increasing the depth of their relationship.

Incentivize participation: Have your community create content and share it on your behalf across their networks. You then can curate based on hashtag or on a central repository (e.g. a blog post holding YouTube content), or find some other way to help draw attention to and connect the user stories. This activity can drive awareness of your presence and help engage the audience while cutting down on the amount of work required of you.

Measurement: Just like your other marketing efforts, it is imperative that you know what success looks like. Tailor your efforts (content, engagement, etc.) toward initiatives that help you move the needle and prove your success by measuring progress against your identified goals.

What success looks like

Old Spice: You almost can’t have a conversation about YouTube marketing campaigns without talking about what Old Spice did in 2010. They changed the game with their personalized response campaign, and its results proved it worked. The secret sauce for them was taking something that worked and resonated with their audience and made it more engaging and interactive. More recently, REI used the channel in a similarly responsive and agile way during a holiday effort.

Zillow: With a broad range of videos uploaded (everything from real estate industry news to an adorable video of a four-year-old teaching you how to use the iPhone app) and a separate presence to teach agents and brokers how to market houses using Zillow’s tools, this online real estate firm is a great example of how to think outside the box when it comes to YouTube.

Etiquette tips and guidelines

Engage responsibly: If you have comments enabled on your videos, make sure you moderate them and stay engaged, as YouTube is more prone than other platforms to generate spammy comments. You’ll want to make sure your channel continues to provide value. If you happen to find yourself in the presence of trolls (and the sun isn’t out to turn them to stone), remember to keep your cool; you act on behalf of your brand in a public forum.

Comment wisely: Whether you have comments enabled on your videos or not, there are likely going to be times when you’ll need (or want) to comment on other threads and videos. The standard advice applies there, as well: don’t yell at people, check your spelling and grammar, use your brand voice, and definitely don’t leave spammy comments yourself.

Advertise safely: This isn’t a decision to take lightly. For high volume channels, it can be revenue-producing, but that needs to be weighed against the brand impact and the customers’ experience with your content.

Favoriting and subscribing: If you favorite a video, it also shows up on your profile page as a video you favorited, sharing it with your friends and subscribers. Subscribing to someone’s channel means that you’ll see all of their latest uploads and favorites in the feed on your page. This the equivalent of following someone on Twitter.

Uploading videos: Luckily, YouTube takes about every video format under the sun. Uploading the video is the easy part, filling out the information about the video is the real work. You want to make sure that your description is SEO- and people-optimized, that your title and keywords are on target, that your videos are properly categorized, and (if possible) that you provide a transcript of each video. Every bit of relevant information you can add to your YouTube upload gives you more opportunity for people to find your video and makes it accessible for all types of users and search bots.

Recommended tools

YouTube TestTube: This works much like Gmail Labs. For those of you looking to stay up- to-date on potential, new YouTube features (or even just get access to some neat elements), you’ll want to occasionally check TestTube and see what they have to offer.

YouTube Advertisers: This is a central hub where you can get an idea of what other brands are doing for inspiration, and it’s also a portal with a great deal of content about ad solutions.

YouTube Analytics: This offers the equivalent of Facebook Insights for your videos. You’ll find numbers on engagement, discovery, and demographics.

YouTube Charts: A list of videos sorted based on most views, popularity, comments or other criteria. Looking for content ideas? This is a great spot.