Online News Room

Identifying Social Media Influencers With Analytics

Posted September 26, 2018 by Abhishek Pandey @ 5:15 am

In this data-driven era, social influencers are more valuable than cheesy celebrity endorsements. This is partly because social influencers give the impression of being just like us. Major and lesser known brands are already tapping into the fan bases of online celebrities through paid endorsements interspersed throughout the influencer’s regular content. However, the difficulty for a brand lies in selecting the appropriate influencer from an ocean of choices. How do you know which influencer is a great brand ambassador, the one who can drive sales and create positive brand awareness? Instead of being Captain Ahab and having your brand suffer while you search in the social media ocean for your white whale, learn about how predictive analytics may help you. Predictive analytics looks at past patterns and tries to foresee future behavior, and this may prove to be an excellent tool for brands searching for the right influencer.  

Social Media Influencers

The New and Innovative Strategies of Advertising

Marketers have yet to catch up with the meteoric rise of social media and the effect of various platforms on pop culture. Frequent users of social media communications in memes, callbacks, inside jokes and gifs, and brands and marketing teams often fail while trying to capitalize on the latest trends because they simply don’t understand the language of netizens. But more than the language, is how quickly the platforms themselves change. Even more ‘old school’ channels like Facebook and Instagram are constantly reinventing themselves, and what was cool as recently as last year, becomes outdated quickly. If you need further proof, just consider how Instagram’s flat lay which was popular a few years ago, is now a dinosaur. Now, it’s about authenticity. And influencers speak the language of authenticity to their subscribers and followers.   

Online, a person can have a massive following on social media but have very little influence on the final purchasing decision. Think about the number of men who follow Instagram models, but are not in the target of promoted beauty products. Conversely, a smaller, but niche account, with a tight community around it might be a better option, both regarding trustworthiness and allocated budget, for example, followers of an influencer who promotes local eco products.  

The Biggest Challenge

In this ever-changing scene of online trends, companies sometimes feel lost. We are still in the wild west of social media advertising. A lot of self-entitled influencers are asking for obscene amounts without being able to show a clear strategy for ROI, although studies show that if done correctly and also depending on the niche, the investment to return ratio is about 1:8.  Just looking at public ratings alone will most likely not be enough to create a sound brand strategy. It’s not only about the total number of followers, but the demographics and engagement of those followers are also even more relevant. That is why companies which are looking for a real gain from influencer advertising should first invest in tools or platforms to measure impact. You need that behind-the-scenes information to make an informed decision.  

Last but not least, there is the plague of fake accounts and bought followers. Ideally, you would need to see a chart of their growth over time. Of course, great content can lead to a few spikes, but mostly it should be linear. Otherwise, it’s a huge red flag that someone has purchased followers, which most of the times are either bots or just hold no market value.  

The Big Data

 A simple solution to all the issues listed above is to use the power of Big Data and create models to identify those social media accounts which could act as attraction poles. Since this is a mapping task, it’s perfectly adapted to the way neural networks work, discovering patterns and predicting future similar moves.  

Experts from the predictive analytics company InData Labs state that the motivation to use data to sort out the problem of selecting the most appropriate social media influencers for each campaign which can benefit both sides. On one hand, companies would be reassured that they made the right choice for the product and get a definite trace of how marketing budgets were spent. They would also have a measurement for the ROI.

On the other hand, it would be beneficial for those influencers who really deliver to find more lucrative businesses and stand out from the crowd.  The solution is to build an API which integrates with each platform and retrieves useful information from the respective environment which can be fed into an algorithm able to make predictions related to the number of views, clicks, and ultimately conversions.  Creating such a piece of software is a massive undertaking which takes into consideration vast amounts of data sources such as the followers and their demographics, the way they interact with the influencers, the best posting times as well as the engagement type and rate.  Another challenge is to match the content and tone of the influencer with the targeted audience. By comparing the post descriptions and hashtags used by the influencer with those of the audience, the algorithm can find similarities and offer a score of likeliness.

The Bottom Line

The problem with all big data recommendation systems is that they tend to become invasive. To gather the right clues about the audience/influencer and create a match, the predictive system needs to get loads of information scraped from the profiles of those in the right demographics. Even for influencers, it could feel weird to be approached based on a machine’s calculations since most of them are trying to build a genuine community. So, use these tools to get some speed and don’t forget about creating a human connection, first between the brand and the influencer, which in turn should propagate to the audience.

Filed under: Online News Room

ESPN and BuzzFeed to lay off talents amid ‘Changing Consumption habits’

Posted November 30, 2017 by Abhishek Pandey @ 3:40 am

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ESPN has decided to let go almost 150 of their employees following a round of job cuts earlier in the year which had cost more than 100 jobs. This comes in the continuation of lay off by media firm Buzzfeed which decided to let more than 100 of its talents in a series of job cuts. Amid of speculations by Mckinsey that Automation might cut more than 800 million jobs by 2030, ESPN and BuzzFeed have started to feel the pressure, the reasons being Changing Consumption habits and a ‘diversifying revenue model’ adopted by them.

Earlier in the year during the spring, ESPN had counted more than 100 of its on-air talent positions from across the network. The follow up lay off might be from the Production, technology and other digital positions mainly. The memo released by John Skipper, ESPN President, reads:

A necessary component of managing change involves constantly evaluating how we best utilize all of our resources, and that sometimes involves difficult decisions. Our content strategy—primarily illustrated in recent months by melding distinct, personality-driven SportsCenter TV editions and digital-only efforts with our biggest sub-brand—still needs to go further, faster…and as always, must be efficient and nimble. Dynamic change demands an increased focus on versatility and value, and as a result, we have been engaged in the challenging process of determining the talent—anchors, analysts, reporters, writers and those who handle play-by-play—necessary to meet those demands.  We will implement changes in our talent lineup this week.  A limited number of other positions will also be affected and a handful of new jobs will be posted to fill various needs. Thank you as always for your continuing dedication to our work.’

As per Deadspin, the company will provide ‘severence, a 2017 bonus, the continuation of health benefits and outplacement services’ to employees affected today.

As per the Wall Street Journal report, BuzzFeed, the techno-media giant will also be cutting jobs close to 100 in the number who are mostly located in U.S. and U.K. offices. If we consider the memo released by the CEO and Founder Jonah Paretti – members of the business team which also includes the sales, creative, client services, marketing, and others will also be impacted from the job cut as that division has been completely restructured. This is necessary for accordance with the ‘diversifying revenue model’. As part of the restructuring, President Greg Coleman will also be assigned a new role for which no new specifications have been given. Here is the memo released by the CEO of BuzzFeed-

As our strategy evolves, we need to evolve our organization too – particularly our Business team, which was built to support direct-sold advertising but will need to bring in different, more diverse expertise to support these new lines of business. Unfortunately, this means we have to say goodbye to some talented colleagues whose work has helped us tremendously. In the US, we are restructuring select functions of the Business teams, including sales, creative, client services, Ad solution and Marketing to better support our diversifying revenue model. In the UK, we are realigning the organization to focus on content for global audiences and our core UK news beats- investigation, politics, media and social justice- and intend to make reductions across Buzz, Commercial, News, and Admin as a result. We will communicate today with everyone impacted by these changes. I would like to thank the departing employees for their many contributions to BuzzFeed. They will be missed and I know the will go on to do big things in the future’.

If we remember a year ago, the editorial staff of BuzzFeed’s UK team has requested the opportunity to unionize. Paretti, on the other hand, had disagreed with the request with Wall Street Journal citing the job cut to its missed expected revenue target for the year 2017 by 15 to 20 percent. The global initiatives led by BuzzFeed would be in turmoil unless the whole restructuring is complete.

AdMedia to Attend ad:tech New York; Will Showcase Its Advertiser and Publisher Solutions at Booth M3

Posted October 17, 2013 by fran @ 4:09 pm

AdMedia, a leading provider of performance-based advertising solutions confirmed its attendance for the 2014 ad:tech New York conference. The conference will be taking place November 6-7 at the Javits Center in New York City.

Danny Bibi, the company CEO together with the rest of the team will be at Booth #M3 to meet with brand advertisers and agency executives. All attendees are encouraged to stop by to discuss AdMedia’s advertisers and publisher solutions, as well as take advantage of show-only promotions and booth giveaways.

In addition to attending the conference and greeting attendees at their booth, AdMedia will be sponsoring the PluggedIn2013 pre-conference party on November 5. This exclusive event for elite advertisers, ad agencies and publishers will take place at Slate, a premier venue in the heart of Manhattan. Guests will have the opportunity to network with innovators and executives of the online advertising world. Attendees will also be able to enjoy free entertainment and drinks, care AdMedia, Altitude Digital, and MediaPost.

To RSVP for the event, attendees can visit: http://www.pluggedin2013.com/

To connect with AdMedia to set up a meeting at the conference, attendees may contact (800) 296-7104 or email danny@admedia.com.

About AdMedia

A performance based advertising network, AdMedia has been providing Advertisers and Affiliates with marketing solutions since 2007. AdMedia connects advertisers to consumers across many channels, including industry leading email, domain, social and search networks. More than 60,000 advertisers utilize the AdMedia network to advance their offers. A privately held company headquartered in Burbank, AdMedia has domestic offices throughout the state of California. Connect with AdMedia on the web at www.admedia.com, on Facebook at facebook.com/AdMediaCommunity and on Twitter at Twitter.com/Ad_Media.

 

About ad:tech

ad:tech New York is the digital marketing industry’s leading conference and trade show. Over 10,000+ attendees will be present to showcase and to demonstrate the latest in digital marketing products, tools and technology. The attendees of the conference range from established ad agencies, upcoming startups, well known advertisers and premium publishers.

 

Five Must-Have Pinterest Tools for Content Marketers

Posted June 7, 2012 by fran @ 9:06 am

Pinterest isn’t just for artists, photograhers, and retailers, you know. It’s also a great site for wordsmiths and content marketers! This MarketingProfs article lists the top 5 best Pinterest tools for content marketers. Check it out, and start promoting your content in no time.

Read the full story here.

Filed under: Online News Room

Facebook Users Aren’t There to Shop Around

Posted by fran @ 8:49 am

Have you ever tried advertising on Facebook but didn’t get good results? You are not alone. A recent study has found that a 4 out of 5 Facebook users have never been influence by ads on the social network. This article on E-Commerce Times entitled, “Facebook Users Aren’t There to Shop Around” looks into the issue and explains why Facebook Ads just aren’t effective, despite the social network’s wide user base.

Read more here.

Filed under: Online News Room

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