The Insight Files
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Consumer trends and news curated by Tourism Australia
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What types of content perform best on social media?

What types of content perform best on social media? | The Insight Files | Scoop.it

For content to do well in social media, businesses need to be strategic about what they publish and when they publish it. Fractl recently partnered with BuzzStream to analyse 220,000 articles from 11 verticals published during June 2014 to November 2014. Across the six-month period of analysis, lists and why-posts were shown to have the most reliable social traction, averaging around 21,000 shares per month with a variance of less than 2.5%. Interestingly, October emerged as the month with the highest social traction for each content type. The greatest takeaway from the research is that timing and relevancy are key, especially if businesses want to hit the ever-desired mark of going viral. Click here for more information.

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Scaling Up Social Media

Scaling Up Social Media | The Insight Files | Scoop.it
A survey of senior marketers reveals three capabilities for building better online consumer relationships.

Burberry Group PLC has a rich heritage that would make many other companies envious. For more than 150 years, this luxury apparel company could credit its success to its instantly recognizable brand and timeless yet contemporary designs. But today a new defining element has come to the fore: branded digital and social media experiences. Just look at how dramatically Burberry has reimagined its fashion shows, once effectively off-limits to the brand’s many admirers. Today Burberry streams its shows to its fans on Facebook (12.8 million as of May 2012) and its audience on YouTube (13.3 million unique video views and about 35,000 subscribers to its channel as of May 2012). Partnering with Twitter, the company created the “Tweetwalk,” a real-time feed that showcases new designs just before they hit the runway. This gave Burberry’s Twitter followers (978,000 as of May 2012) unique “see it first” access. By leveraging these platforms, Burberry has turned its fashion shows into content-rich social experiences that engage millions of fans and interested consumers, rather than just a few industry insiders.


Full article: http://www.strategy-business.com/article/00130?gko=51a51


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How to Calculate the Value of a Like

How to Calculate the Value of a Like | The Insight Files | Scoop.it

Over my decade working in web marketing, I've spent a ton of time at various marketing conferences, and I've read countless books and blogs about new media. I've noticed a disturbing trend over the past few years in the social media end of the communications world. Much of the advice and strategy I hear boils down to little more than "unicorns and rainbows" superstitions like "engage in the conversation" and "be awesome." Not only has much of the industry ignored hard metrics and dollars-and-cents ROI math; there has actually been a vocal opposition to measurement and accountability.

Effective marketers expect to see clear cut, positive ROI for every other channel of online marketing including email, search, and display advertising. But for some reason, many seem to forget about return when it comes to channels like Facebook and Twitter.

At HubSpot, the inbound marketing software company where I work, we're obsessed with hard data and metrics for every inch of our business. So it seemed like a no-brainer to me that we should understand exactly what the value of each social networking connection is to our bottom line. It was out of that love of numbers that I began work on the value of a like (VOAL) formula.

 

Read more: http://blogs.hbr.org/cs/2012/11/how_to_calculate_the_value_of.html

 

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