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Facebook Local App, Facebook Stories for Groups and Events, and Pinterest Pincodes

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social media researchWelcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media.

On this week’s Social Media Marketing Talk Show with Michael Stelzner, we explore the new Facebook Local app with Mari Smith, Pinterest Pincodes with Alisa Meredith, Facebook Stories for Groups and Events, and other breaking social media marketing news of the week!

Watch the Social Media Marketing Talk Show

If you’re new to the show, click on the green “Watch replay” button below and sign in or register to watch our latest episode from Friday, November 17, 2017. You can also listen to the show as an audio podcast, found on iTunes/Apple Podcast, Android, Google Play, Stitcher, and RSS.

The Social Media Marketing Talk show will be taking a break next week. Our next show will be on Friday, December 1, 2017.

For this week’s top stories, you’ll find timestamps below that allow you to fast-forward in the replay above.

Facebook Launches Facebook Local: Facebook relaunched its standalone Events app as Facebook Local, a new, one-stop search engine to “browse all the cool things happening where you live or where you’re traveling to.” Facebook Local is currently available for iOS and Android but is currently limited to the U.S. (4:10)

Facebook introduced Facebook Local, a new app that lets you browse all the cool things happening where you live or where you're traveling to.

Facebook introduced Facebook Local, a new app that lets you browse all the cool things happening where you live or where you’re traveling to.

Facebook Rolls Out Collaborative Stories for Group and Event Pages: Facebook announced that “users of Facebook Groups and Events will be able to contribute to a Facebook Story visible to the rest of the members and moderated by the admins.” People can now view and contribute to these Stories within their Event and Group pages or see them on the top of their News Feed. This update gives multiple Group members and Event attendees “the opportunity to tell a Story from multiple different angles” while admins and organizers have the ability to moderate, set privacy preferences, and encourages users to share. (14:08)

Facebook Combines Messenger Day and Facebook Stories into One Stories Experience and More: Facebook merged Messenger Day with Facebook Stories and released it as one experience simply called “Stories.” With this new feature, “any photos or videos you add to your Stories will appear on both Facebook and Messenger and will be shared with the same audience across both” without having to manually cross-post them. (18:45)

Facebook merged Messenger Day with Facebook Stories and released it as one experience simply called Stories.

Facebook merged Messenger Day with Facebook Stories and released it as one “Stories” experience.

In addition, Facebook is retiring Facebook Direct, which offered private ephemeral messaging. Now that all Stories replies and Facebook Camera messages will be routed through Messenger, Facebook will no longer have a “disappearing messaging option” and has no future plans to build a replacement for it.

Pinterest Introduces New Visual Search and Shopping Tools: Pinterest rolled out a number of visual search and shopping tools to help Pinners find products and ideas they might want to try. These new discovery tools include Lens Your Look, “a new way to find outfit ideas inspired by your wardrobe… [and] add a photo of an item from your closet to your text search,” a more seamless and immersive way to search images on mobile devices with Responsive Visual Search, and Pinterest Pincodes, which offers a shortcut to curated ideas on Pinterest that are “inspired by what you’re looking at in the real world.” (22:12)

Pinterest's new Lens Your Look tool uses photos from your closet in text searches so you get the best ideas to try yourself.

Pinterest’s new Lens Your Look tool uses photos from your closet in text searches so you get the best ideas to try yourself.

Pinterest is also rolling out a deeper partnership with ShopStyle which allows Pinners to “shop the freshest looks from ShopStyle Collective’s 14 thousand style influencers… then get the look for yourself by clicking the dots that appear on shoppable products within Pins.” This is called Shop the Look. Pinterest also released a new Pinterest browsers extension exclusively for Firefox users.

Pinterest Release Sections for Organizing Boards: Pinterest began testing “boards within boards“, a new way easily organize Pins into sections within boards, in mid-September with a select group of users. Last week, Pinterest officially rolled out Sections “with the addition of some cool new features” to all users on iOS, Android, and web. (30:34)

Pinterest officially rolled out Sections to all users on iOS, Android, and web.

Pinterest officially rolled out Sections to all users on iOS, Android, and web.

Facebook Tests Cover Image Slideshows: Facebook appears to be testing the ability to add cover slideshows to Pages. A pop-up message suggesting that admins can now “show people who visit [their] Page even more of what’s important… with a cover slideshow” and the option to create a slideshow briefly appeared on top of Facebook Pages belonging to Social Media Examiner, Social Pro Daily, and others this week.  Facebook has not yet confirmed nor shared any details about this possible new feature. (32:30)

Facebook appears to be testing the ability to add cover slideshows to Pages

Facebook appears to be testing the ability to add cover slideshows to Pages

Facebook Tests Live Video Fan Club Feature: The Next Web discovered that Facebook is developing a “mysterious” new integration for its Live Video platform called, Fan Club App.This possible, new feature appears to be specifically designed to help broadcasters and other influencers “grow their audience and build their community on the platform”. (34:04)

Facebook Consolidates Event Management for Pages Within Publishing Tools: Facebook makes it easier for Page admins to manage their Facebook Events within Publishing Tools. Page owners and admins can now “schedule, publish, or cancel multiple events at once or more quickly take action on a series of events” in one place. Once an event has been created from a Page, admins can boost the event and turn it into an ad for desktop and mobile with just one click, capture insights on reach, engagement, and audience demographics, or edit the published details. (35:03)

Facebook makes it easier to manage Facebook Events from a Page within Publishing Tools.

Facebook makes it easier to manage Facebook Events from a Page within Publishing Tools.

Facebook Desktop Event Tagging Becomes Dynamic: Tagging Facebook Events in status updates on the desktop now dynamically generates the Open Graph details from the Event’s page and includes who among your friends will also be attending the same event. Other friends and family can then tag themselves as “interested”, “going”, or “not interested” in the event directly from your post. (36:46)

Facebook Event tagging on the desktop becomes dynamic.

Facebook Event tagging on the desktop becomes dynamic.

Facebook Adds New Option to Tag Events in Posts: Facebook rolled out the option tag an event in new personal status updates. This new feature uses your location to present current events happening nearby and gives you the option to tag yourself as either being there or planning to participate in your status update. This new tagging option appears to be limited to profiles and on mobile devices but has not yet been extended to desktop or Pages. This feature was spotted by Kelly Mirabella. (38:01)

Facebook adds the option to tag an event in status updates on mobile.

Facebook adds the option to tag an event in status updates on mobile.

Facebook Tests New Search Filters for Posts: Facebook appears to be rolling out an easy way to search, filter, and manage posts created by you, your friends, or everybody. This new search option was discovered on a personal profile accessed on an Android device. It does not appear to be available on iOS or desktop at this time. Facebook has not shared any information nor officially announced this new feature, so it is assumed to be a test. This feature was also spotted by Kelly Mirabella. (39:33)

Facebook appears to be rolling out an easy way to search, filter, and manage posts created by you, your friends, or everybody.

Facebook appears to be rolling out an easy way to search, filter, and manage posts created by you, your friends, or everybody.

Facebook Suggests Stories from Pages “You May Like” but Do Not Follow: Facebook now makes recommendations on “Page Stories You May Like” from Pages you do not follow. These alerts can be found between posts in your News Feed. (41:12)

Facebook recommends "Page Stories You May Like" between posts in your News Feed.

Facebook recommends “Page Stories You May Like” between posts in your News Feed.

Facebook Adds Highlighted Shares to Video Metrics for Pages: Facebook added Highlighted Shares to Video Insights to all Pages globally. This new feature gives publishers and creators more information about the top five Pages that are re-sharing their videos, ranked by views. Video publishers will also be able to see associated insights from re-sharers such as post engagement, views, and average watch time.

Highlighted Shares for Facebook Pages gives publishers and creators more information about the top Pages that are re-sharing their videos.

Highlighted Shares for Facebook Pages gives publishers and creators more information about the top Pages that are re-sharing their videos.

Facebook Updates Collection Ads to Have More Flexibility in Displaying Products: Facebook is adding more flexibility to the creation process for collection ads. In addition to automatically pulling products from a business’ catalog, marketers can now manually add products and choose the order and color variations of the products that are displayed in the ads. In addition, advertisers can focus on four items to display in their collection ads rather the eight, which was previously the minimum number of products required. Facebook also announced that the lifestyle Canvas template for Collection ads, which was introduced in September, is now available to all advertisers with catalogs on the site.

Facebook updates Collections ads to have more flexibility in displaying products.

Facebook updates Collections ads to have more flexibility in displaying products.

Snapchat Expands Context Cards: Snapchat rolled out the ability to use context cards to direct consumers to a website after interacting with a sponsored lens or filter. The company launched context cards with a handful of select test partners last month. Adweek reports that Snapchat is now extended this capability to “advertisers who purchase Snapchat’s wacky lenses and filters that overlay graphics on top of Snaps.” U.S. advertisers can currently attach a context card that links to a website to their campaigns and “in the coming months”, brands will be able to plug in a website that deep links to their own mobile app.

Instagram Tests Ability to Follow Hashtags: Instagram appears to be testing the ability to follow hashtags in addition to users on the platform. An image obtained by The Next Web shows that Instagram appears to be limiting the hashtag search to “top posts and recent stories.” This possible new functionality remains unconfirmed by Instagram and has only been spotted on select accounts, but is expected to roll out more broadly. This feature was first spotted by Pippa Akram.

YouTube Partners with Ticketmaster to Share Ticket Information and Tour Dates with Artist Videos: YouTube is partnering with Ticketmaster to feature “hundreds of artists’ upcoming tour dates on their YouTube videos beneath the video’s description.” Fans will be able to watch an artist’s official music video on YouTube, get information about their nearest show, learn more about their upcoming concerts, and go directly to Ticketmaster to purchase tickets with one, simple click. YouTube is initially rolling out this feature to all artists with Ticketmaster shows in North America and plans to expand globally.

YouTube and Ticketmaster will feature artists' upcoming tour dates and ticket buying info beneath their videos.

YouTube and Ticketmaster will feature artists’ upcoming tour dates and ticket buying info beneath their videos.

LinkedIn Improves Lead Gen Forms to Drive More ROI: LinkedIn rolled out two new ways to collect leads with LinkedIn’s new Lead Gen Forms for Sponsored Content. Marketers can now use these Lead Gen Forms on their Sponsored InMail campaigns and collect lead data beyond the standard fields LinkedIn provides with new custom question fields. LinkedIn also announced a new Dynamic Ads format that can “can instantly generate leads and enable content downloads – such as the download of an ebook or whitepaper – directly from the ad unit itself.”

LinkedIn rolled out two new ways to collect leads with LinkedIn's new Lead Gen Forms for Sponsored Content.

LinkedIn rolled out two new ways to collect leads with LinkedIn’s new Lead Gen Forms for Sponsored Content.

Facebook Adds Four New Tools for Helping Businesses Grow Internationally: Facebook introduced four new cross-border solutions “to make it easier for all business to grow, around the corner or around the world.” With dynamic language optimization, businesses can include multiple languages in one campaign. Businesses can also use multi-country lookalike audiences to find their next best customers in any combination of countries or regions and use multi-city targeting to target all cities above a certain population size without having to do research or add the cities individually.

In addition, Facebook released the Facebook IQ Cross-Border Insights Finder, a new resource that helps advertisers discover untapped markets for their business by providing comparative country data based on past campaign performance across Facebook, Instagram and Audience Network.

Facebook Expands Overhauled “Stories” Feature to Facebook Lite: Alongside the major overhaul of Facebook Stories, Facebook plans to launch a version of Stories for its stripped-down, low data-usage app, Facebook Lite. TechCrunch reports that Facebook Lite users can currently only view Stories, but the ability to post is “coming soon.”

Twitter Expands Display Names to 50 Characters: After officially rolling out a 280-character limit to most languages, Twitter also expanded display names to allow up to 50 characters and now allows longer names, emojis, or complete phrases to identify accounts. Twitter notes that usernames, the account identifier immediately following the @ symbol on Twitter, will continue to be limited to 15 characters.

Twitter Temporarily Pauses General Account Verification Process and Releases New Guidelines: Twitter temporarily suspended all general account verifications, which grants a blue checkmark next to a users’ name and profile, until it resolves “confusion” around what it means to be verified by Twitter. This break occurred in response to a wave of significant criticism around the platform verifying a questionable user. While Twitter’s verification process was simply intended to authenticate and identify public figures on the platform, it has since become recognized as “an endorsement or an indicator of importance.”

This week, Twitter introduced new guidelines for its verification program and followed up with a series of tweets stating it will revoke blue checkmarks from accounts that do not fall within these new guidelines.

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Necessary Endings: The Journey, Episode 6

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The Journey, a Social Media Examiner production, is an episodic video documentary that shows you what really happens inside a growing business.

Watch The Journey: Episode 6

The Journey, a Social Media Examiner production. Mike is on a mission to grow his company's customer base by more than 62%, year over year. Watch as he inspires and mobilizes his marketing team to take action.

The Journey, a Social Media Examiner production.

Episode 6 of The Journey follows Michael Stelzner, founder of Social Media Examiner, as he continues to pursue what many will see as an impossible goal: to grow his company’s customer base by more than 62% year over year.

In this episode, Mike faces the realities that things aren’t working and that he must embrace change in his marketing techniques and himself.

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Don’t miss an episode! Subscribe to The Journey on YouTube.

Episode 6 reveals that Mike must embrace change in his marketing techniques and himself.

Digital Marketing News: Social Storefront, The Trust Project and Facebook’s New App

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Social Content is the New Storefront [Infographic]
Regardless what others might say, social content is here to stay. Instead of heading to local storefronts, consumers are now heading to social media platforms to find what they need in the in and off-season. Social Media Today

Google tries to bring more transparency to news content with help from The Trust Project
Google has teamed up with The Trust Project that works with over 75 news organizations to determine the difference between quality and promotional content that may be plagued with misinformation. Search Engine Land

Facebook’s New App Connects Creators With Video, Fans And Watch Shows
Facebook is on the hunt for new influencers and wants to see how these experts interact with their networks. Their new app will give “internet stars” a chance to publish, edit and film live video with their audiences. AdAge

Google’s Big Daddy Update: Big Changes to Google’s Infrastructure & the SERPs
Big Daddy has been on the scene since 2005 as part of infrastructure changes. And while it hasn’t always been a fan favorite, it has impacted the approach to SEO. Search Engine Journal

The State Of Subscription Video, In 5 Charts
With more and more content publishers and brands looking to video as the new frontier, many are also looking to monetize their offerings. But how well does subscription video perform in our current content landscape? Digiday

Google aims to make apps for Google Assistant more functional and discoverable
Are homes getting smarter with the help of Google? According to Google, they are making a number of updates to make it easier for third party apps to integrate and develop specific items for key users. Search Engine Land

The Huge Impact of Amazon This Holiday Season (And How Retailers Can Compete)
It’s getting even harder to compete with larger retailers during the holiday season. In fact, a new report found that shoppers expect to make at least one purchase for Amazon. Where does that leave other retailers during the holiday season? MarketingProfs

LinkedIn lets advertisers generate leads from Sponsored InMail, Dynamic Ad campaigns
As of April (no fools) LinkedIn launched their lead gen forms which let advertisers collect information through Sponsored Content Ads.Now, these options are available to members using the Sponsored InMail ad format which has enabled brands to add their own questions to the forms. MarketingLand

What were your top digital marketing news stories this week?

We’ll be back next week with more digital marketing news! If you need more in the meantime, follow @toprank on Twitter or leave your thoughts in the comments.

Facebook Ad Custom Audiences: Retargeting Those Who Know You

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Want to create Facebook custom audiences that move people into your sales process?

Looking for tips on using new Facebook custom audience options?

To explore ways to use custom audiences for Facebook and Instagram ads, I interview Amanda Bond.

More About This Show

The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to help busy marketers, business owners, and creators discover what works with social media marketing.

In this episode, I interview Amanda Bond, a leading Facebook ad strategist. She’s a regular correspondent on the Social Media Marketing Talk Show. Her Facebook ads course is called “The StrADegy System.”

Amanda explains how custom audiences based on engagement can trigger an ad sequence that furthers your marketing objectives.

You’ll discover tips for promoting events and segmenting audiences based on video views.

Facebook Ad Custom Audiences: Retargeting Those Who Know You featuring insights from Amanda Bond on the Social Media Marketing Podcast.

Facebook Ad Custom Audiences: Retargeting Those Who Know You featuring insights from Amanda Bond on the Social Media Marketing Podcast.

Share your feedback, read the show notes, and get the links mentioned in this episode below.

Listen Now

Here are some of the things you’ll discover in this show:

Facebook Ad Custom Audiences

Custom Audiences Overview

When you advertise on Facebook, you can target people who have an existing relationship with your business. This existing relationship is the basis for custom audiences, which are really remarketing or retargeting audiences.

Audience types: Facebook gives you six options for defining the existing relationship between your business and your ad audience. To find these options, open Facebook Ads Manager and then go to the Audiences tool. After you click the button to create a custom audience, you see all of the ways you can define the existing relationship with your business.

For starters, you can target customers by uploading a CSV file of customer data, such as email addresses from your customer database or webinar attendees. This option also allows you to target ads to people on your email list.

When you choose to create an audience of website visitors, Facebook adds people who visited your site and thus triggered the Facebook pixel. With this option, you can segment the audience (for example, by targeting people who visited this page but not that one). You can create as many exclusions or multiple page visits as you want.

If you’re an app developer, you can create an audience of people who are interacting with your app activity.

Create an audience of people who are interacting with your app.

Create an audience of people who are interacting with your app.

A new option is offline activity, such as traveling to a store or calling on the phone. Amanda predicts that offline activity tracking will start attracting businesses with larger advertising budgets to the Facebook ecosystem.

Amanda is especially fired up about the engagement option because it’s fun and so in line with social media marketing. With the engagement option, you create an audience of people who have interacted with your business via Facebook or Instagram.

Engagement types: You can define an engagement audience based on six different engagement elements. The first is video, which allows you to create an audience of people who have watched at least 3 seconds of your videos on your Facebook page or your Instagram business profile. Amanda discussed Facebook Video Retargeting for Live Video and Beyond the last time she appeared on this podcast.

The second element is lead forms. If you already use lead ads, you can get back in front of people who have opened or completed your lead form.

Third, the canvas experience is like a little micro-website within the Facebook platform. Create a list of people who have opened those collections or canvases on Facebook.

The fourth option is Amanda’s favorite: Facebook page engagement. You can reach anyone who has visited or interacted with your Facebook page again through advertising. The options here, discussed later in the show, should motivate any business owner to spend more time on their social channels.

The fifth option is similar to Facebook page engagement, but instead focuses on your Instagram business profile. Don’t confuse that with your personal Instagram profile. With this relatively new option, you can remarket to people who have interacted with your Instagram business profile.

You can create an custom audience based on six different types of engagement.

You can create a custom audience based on six different types of engagement.

Last but not least is the newest option: events. If you host events, you can use the events option to remarket to people who have RSVP’ed to an event on Facebook.

Data sources: The data available for creating a custom audience depends on the option you select. If you create a custom audience based on data not collected directly on the Facebook platform (that is, your email list, your customer list, or pixeled website traffic), you can only go back as far as your data.

For instance, website visitors trigger the Facebook pixel only after you put the pixel on your website, so that moment is the earliest that Facebook can start tracking it. Moreover, when you segment those website visitors for a remarketing audience, Facebook uses only the data from the last 180 days.

Engagement audiences use data from a longer period of time. As long as you’ve had a business page or an Instagram business profile, even if you’ve never created certain audience segments in Ads Manager, Facebook uses data from the past 365 days. Amanda believes this readily available data is one of the really cool parts of retargeting ads based on engagement.

Listen to the show to find out what you’ll notice when you see the engagement elements on the audience dashboard.

Event Custom Audiences

With event custom audience retargeting, you can create an audience of people who responded Going or Interested to an event in the last year.

Create custom audiences for events created via your business page.

Create custom audiences for events created via your business page.

One caveat: The event must originate from the business page. You can’t retarget people who responded to an event if you created the event via your personal Facebook profile. When you’re advertising on Facebook, everything originates from the business page.

With an event custom audience, you can remarket with one message to those who said Going and another message to those who responded Interested. Using Social Media Marketing World as an example, Amanda explains how this ability to segment is helpful. Anyone who said they’re going likely already has their ticket. Therefore, you might share information in the Facebook news feed about the event, the speakers, or the agenda, so they have a better experience when they attend.

However, people who responded Interested likely haven’t bought their tickets yet. You’d want to remind them to take the next action in the sales sequence; for instance, send them an ad incentivizing them to buy.

A lot of people RSVP to events on Facebook because they want to receive notifications about the event. Clicking Interested or Going directly on the Facebook platform is easy. With this point in mind, Amanda has been experimenting and had success with keeping all of the details for an upcoming event on Facebook, and encouraging existing warm audiences (custom audiences) to RSVP Interested or Going.

Amanda attributes this success to several factors. This approach doesn’t take people off of Facebook to register. It takes the user experience into account and makes noting the intent to go easier than ever. Amanda says she reminds people and moves them through the sales process.

Separate those who are going or interested into different custom audiences.

Separate those who are going or interested into different custom audiences.

Although group targeting isn’t yet available, Amanda has a hack. Anyone who watches at least 3 seconds of a video can go into a video custom audience. So if you share a previous event’s video highlight reel from a business page directly into your group, any group member who watches it for at least 3 seconds can be retargeted to RSVP or buy a ticket to the event. You can stack together fun sequences to build a customer journey.

I ask if you’d need to unlist the video so that your business page fans don’t watch the video. Amanda says you can do that, but you might also want page fans to see the video. The specific implementation of this hack depends on your objective for the event. You might want both page fans and group members to see the event offer.

Listen to the show to hear my thoughts about using event custom audiences for Social Media Marketing World.

Instagram Custom Audiences

An Instagram custom audience targets people who have interacted with your Instagram business profile. Amanda did a celebration dance when this option recently became available because it allows anyone curating an engaged Instagram audience to retarget that audience in ways that move them through the sales process. You can specify everyone who has engaged with your business or create segmented audiences.

Segmenting options: You have four basic segmenting options. You can create audience segments based on engagement with a post or ad. You can create a segment based on visits to your business profile (which takes a little more effort than engaging with an Instagram post). You can also create a segment of people who messaged your profile, or saved one of your posts or ads to a collection.

There are four ways to divide Instagram business profile custom audiences.

There are four ways to divide Instagram business profile custom audiences.

At this point, you can’t segment Instagram business profile engagement by engagement type. For instance, you can’t segment by those who comment on a specific post. Engagement includes anyone who likes, comments, saves a post to their collection, or swipes through a carousel. Ad engagements include a click-through, tap of the call-to-action button, or share using the Direct Message feature. All of these are like a big bucket of engagement. The only exception is video views (discussed a little later).

Instagram audience benefits: I ask why this Instagram option for Facebook custom audiences is important. Amanda says this option allows social media marketers to take all of the work they do to cultivate attention and use it to move people toward considering a purchase. Cultivating attention helps you find ideal clients or prospects. Ads play an important role in putting relevant content in front of these prospects to start a sales conversation.

So, a jewelry line or an Etsy seller shares organic content to draw attention to their business. With retargeting custom audiences, they say, “You interacted with my brand on Instagram in a meaningful way. Perhaps you might be interested in seeing more pieces of my jewelry line, or learning more about who we are and what we offer.” So the Instagram option for a Facebook custom audience allows you to do reminder marketing to people who interacted with your brand in the past.

For people who may have interacted with you in the Discovery tab but didn’t come over and like your profile or engage with anything else, you could incentivize them to do so. Share other relevant content that would pique their interest in who you are and what you have to offer. Tell them about who you are as a brand. To take it one step further, make sales offers to them.

Depending on the length of your sales cycle, you could customize the tactics to your own strategies, which are based on your objectives. With so many targeting options, you can target for brand awareness, lead generation, or selling.

Instagram video views: Next, Amanda and I talk about video views. Since the last time Amanda was a guest on this podcast, Instagram released a feature that allows you to create an audience segment based on who watched at least 3 seconds of a video on your Instagram business profile.

Target people by how much of your video they've watched.

Target people by how much of your video they’ve watched.

Moreover, you can customize the targeting in very specific ways. To illustrate, you can remarket to people on Instagram who watched the video from a specific post.

Amanda encourages people to think about the sequential marketing they can do with this retargeting option. For instance, people who sell by webinar typically market to completely cold audiences with a lead-generation ad and then remarket to people who register via email. In this type of sales funnel, all of the automation happens behind the scenes (namely sending emails to get registrants to show up for the webinar).

However, with a custom audience based on Instagram video views, your brand can stay in front of people with a curated customer journey. With webinars, you can do the lead generation with people already in your warm segmented audience. They register for the webinar, and after they do, you can continue to show up and be relevant while they’re in that purchase-consideration phase.

Your focus is no longer about building the email list the fastest. Instead, you focus on creating an experience for your potential customers (your prospects) to position your brand. No matter how complex or how simple that sales process looks for you, custom audiences allow you to focus on how to take the social media attention that you get and direct people toward becoming customers.

Listen to the show to hear more about targeting audiences from the Instagram Discovery page.

Facebook Page Engagement

A custom audience based on Facebook page engagement does just what it says: It targets people who have interacted with your page on Facebook.

Facebook page engagement targets those who interacted with your business page.

Facebook page engagement targets those who interacted with your business page.

This tactic works very similarly to targeting based on Instagram business profile engagement. You can choose everyone who has engaged with your page (through organic reach or Facebook ads) in the last 365 days. Even if someone engaged with a Facebook ad not published on your page, the engagement is included in the broad audience of everyone.

You can segment a Facebook page engagement audience by people who visited your page, engaged with any post or ad, clicked any call-to-action button, sent a message to your page, or saved your page or post.

When a post includes video, you can target people based on their engagement with a specific post. In this type of audience, you can target anyone who has watched at least 3 seconds of a video. Amanda uses a highlight reel from Social Media Marketing World as an example. After sharing the reel as an organic post, you could create a custom audience of anyone who watched at least 3 seconds and ask them to RSVP to next year’s event.

Again, Amanda emphasizes thinking about a marketing sequence. Whatever your objective, you can create a follow-up sequence. Her clients who host a weekly Facebook Live show, for example, mention a freebie or download during the show. Because the goal is to generate leads, anyone who engaged with the live video sees a lead generation ad after the show. The ad reminds the audience why the download is relevant and uses the same verbiage from the live show.

After someone has a brand impression, getting them to download an item costs much less than it would without the impression. The exact same freebie or checklist is much more cost-effective because they’ve already had that exposure to your brand. They engaged with your page (visited your page or engaged with the posts or ads).

Target people who watched a video with a lead gen ad.

Target people who watched a video with a lead gen ad.

Amanda says most people think their custom page engagement audience is smaller than the number of people who like their Facebook page. However, that assumption is incorrect. More users see your page’s content when your audience shares your posts. Your video views audience and page engagement audience are exponentially larger than the number of page followers.

Listen to the show to hear Amanda share how people with previous brand exposure engage with your Facebook page.

Creative Ways to Combine Audiences

Next, Amanda and I segue into combining audiences. Imagine, you can combine and target those who have engaged with your page but aren’t page followers.

To build up your page engagement, Amanda recommends a tactic she calls “engagement looping.” When somebody shares your content organically from your page, go to the page or the person who shared it and thank them. Or try Amanda’s trick of three in a row. She thanks them for sharing, leaves a fun emoji string, and asks a question that encourages them to come back to the post and engage.

Amanda's page engagement audience is four times the size of the audience who actually follows the page.

Amanda’s page engagement audience is four times the size of the audience that actually follows the page.

Although Amanda has a smaller page, her page engagement audience is four times the size of the audience that actually follows the page. So an audience that combines people who engage but aren’t followers has the potential to make a big impact.

Other combinations focus on marketing sequences. For example, Amanda’s preparing for a launch with a client who hasn’t been on social media much. The client has been traveling and focusing on the launch. Their plan isn’t to use Facebook advertising dollars to make a big hoopla out of the gate. Instead, they’re reminding people the brand exists.

To increase awareness, a weekly video features the client answering questions from the audience. After somebody watches the video, a custom audience triggers a sequence of events. Specifically, the day after someone watches the video, that person sees an ad based on the Video Views custom audience. The ad encourages them to engage with the page. The day after, an Instagram story pops up and interacts with them on a new platform. The sequence continues from there.

The upshot, Amanda stresses, is that you can use combinations to create a marketing sequence that takes place over 7 days. This sequence can take people through introductory content. In other words, Facebook ads can drip the exact same content that you might drip out via email.

Listen to the show to hear Amanda discuss how the engagement options can be overwhelming and how you can overcome that feeling.

Discovery of the Week

MyTimeZone is a browser plugin that helps you convert a time from one time zone to another.

After you install the plugin, highlight a time on a web page, in an email, or anywhere a time appears in your web browser. When you right-click the selection, a menu option displays the selected time in your time zone.

For instance, if a web page says a meeting or webinar is Tuesday at 10:00 AM Pacific, select that time, right-click the selection, and the menu tells you that’s 6:00 PM in London (if you’re in London’s time zone).

Easily convert appointments to your time zone with MyTimeZone.

MyTimeZone converts times to your time zone.

MyTimeZone is that simple. It’s a tool that does one thing and does it well.

Right now, MyTimeZone is only available for Chrome but they say Safari and Firefox versions are coming soon.

Listen to the show to learn more and let us know how MyTimeZone works for you.

Listen to the show!

Key takeaways mentioned in this episode:

What do you think? What are your thoughts on Facebook custom audiences? Please leave your comments below.

Discover how to create Facebook custom audiences that move people into your sales process, and find tips on using new Facebook custom audience options.

How Google AdWords (PPC) Does and Doesn’t Affect Organic Results – Whiteboard Friday

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It’s common industry knowledge that PPC can have an effect on our organic results. But what effect is that, exactly, and how does it work? In today’s Whiteboard Friday, Rand covers the ways paid ads influence organic results — and one very important way it doesn’t.

How Google AdWords does and doesn't affect Organic Results

Click on the whiteboard image above to open a high-resolution version in a new tab!

Video Transcription

Howdy, Moz fans, and welcome to another edition of Whiteboard Friday. This week we’re chatting about AdWords and how PPC, paid search results can potentially impact organic results.
Now let’s be really clear. As a rule…

Paid DOES NOT DIRECTLY affect organic rankings

So many of you have probably seen the conspiracy theories out there of, “Oh, we started spending a lot on Goolge AdWords, and then our organic results went up.” Or, “Hey, we’re spending a lot with Google, but our competitor is spending even more. That must be why they’re ranking better in the organic results.” None of that is true. So there’s a bunch of protections in place. They have a real wall at Google between the paid side and the organic side. The organic folks, the engineers, the product managers, the program managers, all of the people who work on those organic ranking results on the Search Quality team, they absolutely will not let paid directly impact how they rank or whether they rank a site or page in the organic results.

However:

But there are a lot of indirect things that Google doesn’t control entirely that cause paid and organic to have an intersection, and that’s what I want to talk about today and make clear.

A. Searchers who see an ad may be more likely to click and organic listing.

Searchers who see an ad — and we’ve seen studies on this, including a notable one from Google years ago — may be more likely to click on an organic listing, or they may be more likely if they see a high ranking organic listing for the same ad to click that ad. For example, let’s say I’m running Seattle Whale Tours, and I search for whale watching while I’m in town. I see an ad for Seattle Whale Tours, and then I see an organic result. It could be the case, let’s say that my normal click-through rate, if there was only the ad, was one, and my normal click-through rate if I only saw the organic listing was one. Let’s imagine this equation: 1 plus 1 is actually going to equal something like 2.2. It’s going to be a little bit higher, because seeing these two together biases you, biases searchers to generally be more likely to click these than they otherwise would independent of one another. This is why many people will bid on their brand ads.

Now, you might say, “Gosh, that’s a really expensive way to go for 0.2 or even lower in some cases.” I agree with you. I don’t always endorse, and I know many SEOs and paid search folks who don’t always endorse bidding on branded terms, but it can work.

B. Searchers who’ve been previously exposed to a site/brand via ads may be more likely to click>engage>convert.

Searchers who have been previously exposed to a particular brand through paid search may be more likely in the future to click and engage on the organic content. Remember, a higher click-through rate, a higher engagement rate can lead to a higher ranking. So if you see that many people have searched in the past, they’ve clicked on a paid ad, and then later in the organic results they see that same brand ranking, they might be more likely and more inclined to click it, more inclined to engage with it, more inclined actually to convert on that page, to click that Buy button generally because the brand association is stronger. If it’s the first time you’ve ever heard of a new brand, a new company, a new website, you are less likely to click, less likely to engage, less likely to buy, which is why some paid exposure prior to organic exposure can be good, even for the organic exposure.

C. Paid results do strongly impact organic click-through rate, especially in certain queries.

Across the board, what we’ve seen is that paid searches on average, in all of Google, gets between 2% and 3% of all clicks, of all searches result in a paid click. Organic, it’s something between about 47% and 57% of all searches result in an organic click. But remember there are many searches where there are no paid clicks, and there are many searches where paid gets a ton of traffic. If you haven’t seen it yet, there was a blog post from Moz last week, from the folks at Wayfair, and they talked about how incredibly their SERP click-through rates have changed because of the appearance of ads.

So, for example, I search for dining room table lighting, and you can see on your mobile or on desktop how Google has these rich image ads, and you can sort of select different ones. I want to see all lighting. I want to see black lighting. I want to see chrome lighting. Then there are ads below that, the normal paid text ads, and then way, way down here, there are the organic results.

So this is probably taking up between 25% and 50% of all the clicks to this page are going to the paid search results, biasing the click-through rate massively, which means if you bid in certain cases, you may find that you will actually change the click-through rate curve for the entire SERP and change that click-through rate opportunity for the keyword.

D. Paid ad clicks may lead to increased links, mentions, coverage, sharing, etc. that can boost organic rankings.

So paid ad clicks may lead to other things. If someone clicks on a paid ad, they might get to that site, and then they might decide to link to it, to mention that brand somewhere else, to provide media coverage or social media coverage, to do sharing of some kind. All of those things can — some of them directly, some of them indirectly — boost rankings. So it is often the case that when you grow the engagement, the traffic of a website overall, especially if that website is providing a compelling experience that someone might want to write about, share, cover, or amplify in some way, that can boost the rankings, and we do see this sometimes, especially for queries that have a strong overlap in terms of their content, value, and usefulness, and they’re not just purely commercial in intent.

E. Bidding on search queries can affect the boarder market around those searches by shifting searcher demand, incentivizing (or de-incentivizing) content creation, etc.

Last one, and this is a little subtler and more difficult to understand, but basically by bidding on paid search results, you sort of change the market. You affect the market for how people think about content creation there, for how they think about monetization, for how they think about the value of those queries.

A few years ago, there was no one bidding on and no one interested in the market around insurance discounts as they relate to fitness levels. Then a bunch of companies, insurance companies and fitness tracking companies and all these other folks started getting into this world, and then they started bidding on it, and they created sort of a value chain and a monetization method. Then you saw more competition. You saw more brands entering this space. You saw more affiliates entering. So the organic SERPs themselves became more competitive with the entry of paid, and this happens very often in markets that were under or unmonetized and then become more monetized through paid advertising, through products, through offerings.

So be careful. Sometimes when you start bidding in a space that previously no one was bidding in, no was buying paid ads in, you can invite a lot of new and interesting competition into the search results that can change the whole dynamic of how the search query space works in your sector.

All right, everyone, hope you’ve enjoyed this edition of Whiteboard Friday. I look forward to your thoughts in the comments, and we’ll see you again next week for another edition. Take care.

Video transcription by Speechpad.com

YouTube for Business: The Ultimate YouTube Marketing Guide

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If you’re new to YouTube business options or want to add something new to your current YouTube marketing plan, this page is for you.

Here, you’ll find articles and resources to help beginner, intermediate, and advanced marketers use YouTube channels, video, ads, analysis, and more for business.

YouTube for Business: The Ultimate YouTube Marketing Guide

YouTube for Business: The Ultimate YouTube Marketing Guide

Optimize My Channel and Videos on YouTube

How do increase YouTube Watch Time? Learn how to set up your YouTube videos to increase the number of views your channel generates and also deliver longer viewing sessions.

How do I get more viewers for my YouTube videos? Find five ways to increase the likelihood that your YouTube videos will be noticed and watched by your target customer.

Advertise on YouTube

How do I start using YouTube ads? Discover how to run ads on others’ YouTube videos, as well as get paid to let others run their ads on your videos.

How do I retarget people on YouTube? Find out how to combine search, shopping, and YouTube options to build target audiences that convert.

Monitor Analytics for YouTube

How do I connect Google Analytics to my YouTube channel? Learn how to set up Google Analytics to track and measure the impact of your YouTube marketing efforts.

How do I measure the performance of YouTube video? Find out how to asses watch behavior, audience engagement, and referral traffic from your YouTube video content.

Generate Leads With YouTube

How do I use YouTube cards in my videos? Discover how to create a clickable call to action to your video that prompts viewers to respond.

How can I generate leads on YouTube? Learn how to capture more leads via video content by using YouTube cards and end screens.

How do I collect email leads on YouTube? Find out how to optimize YouTube video ads that help attract people who are interested in what you have to offer.

Monetize Video on YouTube

How do I monetize YouTube? Discover five ways to monetize YouTube video content by partnering with sponsors.

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More Helpful YouTube Marketing Articles

Tune in to Stay Current With YouTube Tactics and News

Social Media Examiner offers two weekly audio podcasts and a weekly live video talk show to boost your marketing skills and keep you up to date with the ever-changing world of social media.

The Social Media Marketing podcast, a top-10 marketing podcast on iTunes, is a weekly 45-minute interview show hosted by our founder, Michael Stelzner. To discover how successful businesses employ social media, learn new strategies and tactics, and gain actionable tips to improve your social media marketing, subscribe to the podcast on iTunes/Apple Podcast | Android | Google Play | Stitcher | TuneIn | .

The Social Media Marketing Talk Show is a weekly 1-hour live video show that features expert commentary on the week’s top news in social media and what it means for marketers. Broadcast on Crowdcast, the show is simulcast each Friday to Facebook Live, Periscope, and YouTube. You can also listen and subscribe to the podcast version on iTunes/Apple PodcastAndroidGoogle Play, Stitcher, or via RSS.

Help for beginner, intermediate, and advanced marketers on using YouTube channels, video, ads, analysis, and more for business.

How B2B Brands are Getting Creative on Twitter with 280 Characters

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Could you imagine pulling an Oreo cookie out of its sleeve to find four chocolate wafers and two layers of cream filling? Or taking home a six-pack of beer and somehow discovering 12 bottles crammed inside?

It’d be discombobulating to say the least, and that’s how many of us marketers are feeling about Twitter’s recent decision to double its character limit to 280. The 140-character tweet felt as natural and familiar as 10 organic listings on a search engine results page. Now, the game has changed completely.

Bigger isn’t always better, of course. If brands simply take this opportunity to double down on their promotional messaging or stack hashtags, it’s not going to create a better experience for users. The real opportunity, as our Caitlin Burgess explained last month when previewing the Twitter character expansion, “is to discover whether or not you can use that extra space to deliver more value and resonance to your audience.”

Now that the 280-character format has been rolled out in earnest, we thought we’d find a few examples of B2B brands that are taking advantage in creative and exemplary ways. If you’re trying to determine how this alteration can fit within your social media marketing approach, take a cue from the clever uses below.

Quirky Brand Plays

What does your company represent? What’s a gag that only people within your niche will truly understand? The character extension opens up new avenues for playful punnery with your followers.

For instance, this was tech conglomerate Cisco’s first foray into the #280characters hashtag:

Illumina, a genetic research solutions firm, took a similar tact with this gloriously geeky genome sequence:

Demonstrate Practical Uses

As a social media management platform, HootSuite is uniquely invested in Twitter’s latest pivot, so when announcing they’d integrated the update for their users, they also showed off a smart way to utilize the extra space:

One of the imperatives for online writing is to keep blocks of text in short, digestible chunks so that scanning readers won’t gloss over them. As this tweet shows, you can now incorporate that mindset on Twitter.

Add Substance to Your Link Teases

Properly setting up an article link with an informative and compelling tease could be challenging when you only had 120 characters (the link itself, of course, would take up 20). Now, we have much more room to summarize our content and explain why people should click. John Flannery, CEO of General Electric, exemplifies the ability to elaborate with this tweet linking to his investors presentation:

Make Tweets More Diverse and Robust

Admittedly, all-text tweets like the one above are going to cause some users scrolling their feeds to keep on moving; this is a danger of the expanded character count. The beauty of 140 was that it kept everything very bite-sized.

In order to keep people engaged with longer messages, you can incorporate several different elements to make them pop. For example, in the tweet below via Dell’s CSR branch, you’ll find multiple hashtags, a user handle, a link, and an image — all within a complete mini-narrative:

Quotes PLUS Descriptions

Under the previous tweeting parameters, we often had to make a decision: pull a quote to generate interest in an article, or include a description of what’s inside? Now, you can do both, as Salesforce shows in this example, where they’re able to both feature a full quote and set up the link while also sprinkling in a couple of emojis and a hashtag:

Finally, A Few Things to Keep In Mind

  • Don’t feel like you have to use up all 280 characters just because they’re available to you. At the end of the day, Twitter users prefer brevity and that’s why they love the platform.
  • In fact, one can argue that it’s now more important than ever to try and condense your message into the shortest possible package. On feeds full of longer tweets, the extremely short ones will stand out even more.
  • One of the less talked about aspects of this revamp is that Twitter also expanded the name length for users to 50, up from 20. This opens the door to plenty of new branding possibilities.

How will you make use of all the new real estate on Twitter? This is one key question you should ask before setting your social media strategy. Hopefully these examples and pointers will help you uncover some answers.

How to Easily Broadcast Multi-Camera Live Video for Facebook Live

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social media toolsDo you want to improve the quality of your live videos?

Wondering how to integrate visuals and work with multiple camera angles?

In this article, you’ll discover how to broadcast professional-quality live video to Facebook and YouTube.

How to Easily Broadcast Multi-Camera Live Video for Facebook Live by Erin Cell on Social Media Examiner.

How to Easily Broadcast Multi-Camera Live Video for Facebook Live by Erin Cell on Social Media Examiner.

Why Brand Live Videos?

Switcher Studio is a mobile production tool that lets you create professionally branded Facebook Live or YouTube Live videos. You can set up your iOS devices as cameras to offer multiple views of your live broadcast.

To brand your live videos, showcase your logo and share images, links, or video clips with viewers. The app also lets you include lower-third graphics, add transitions, and choose from various layouts and angles to make your live videos more visually appealing. During the broadcast, view comments in real time to engage with your audience.

Switcher Studios lets you go live to your Facebook timeline, page, group, or event, or to YouTube. In addition, custom RTMP lets you share to other live-streaming applications including Periscope, Livestream.tv, Twitch, and others.

You can stream live, record, or both. By recording the stream, you can repurpose your content for other social media platforms.

Wicked Sheets uses Switcher Studios to do their Facebook Live broadcasts. In the video below, the countdown at the beginning lets people know they’ll be going live shortly. The title card at the end shares tips about what was discussed during the broadcast.

CEO Alli’s Tips for Night Sweats

Need some wicked cool tips to manage your night sweats? Check out CEO Alli’s reccomendations for managing them and sleeping cool and dry, all night long. #wickedcool

Posted by Wicked Sheets on Thursday, July 27, 2017

Here’s how to start branding your live videos for your business.

#1: Connect Your iOS Devices to Switcher Studio

To get started with Switcher Studio, sign up for a 14-day free trial. When the trial ends, you’ll need to upgrade to one of the paid plans, which start at $29/month.

Next, install the Switcher Studio app on all of the iOS devices you plan to use as cameras during your live broadcast. Each camera lets you show viewers a different angle.

You’ll need to decide which device you want to use to control your video production. An iPad is a good choice because it has a larger screen for easier control. Sign into the selected control device and tap the Use as Switcher button.

For all of the other camera devices, sign in and tap Remote Camera Mode to control your other devices for capturing various angles. Make sure all of the iOS devices are connected to the same Wi-Fi network.

switcher studio main screen iOS

Once you’ve logged in on your control device, you’ll see the control panel. At first glance, the interface may look daunting, but the more you use it, the easier it is to manage.

switcher studio control panel

#2: Connect Your Facebook or YouTube Account

The next step is to connect your Facebook or YouTube account to Switcher Studio. On the control device, tap the second icon in the lower-right corner to access the Outputs screen. Then tap the + icon to the right of Outputs.

switcher studio outputs

Next, sign into your Facebook or YouTube account.

switcher studio connect facebook youtube

This is also where you can use a custom RTMP for your production.

If you aren’t using the control device as a camera, you can select Director Mode. In this mode, each camera will capture its own independent video that will be composited when the session ends. Make sure you have enough storage to save the video on each device.

Choose Advanced Selecting to access additional recording options.

#3: Add Media Assets to Use in Your Broadcast

The Sources section on the left is where you direct your broadcast. Here you line up all of the content you plan to share during the broadcast such as your logo, images, video clips, lower-thirds, title images, and so on.

switcher studio source list and preview

At the bottom of the Sources control panel, you’ll find four icons. Tap the leftmost icon to toggle display of the preview window. If you plan to make changes to what you show on-screen during your broadcast, keep the preview window displayed so you can preview content before sending it to your live broadcast.

The two icons in the middle let you enlarge or reduce the sizes of the images in the Sources section. Tap the far-right icon to get a link to share your live broadcast on Facebook. Be sure you do this so people are notified you’re live.

Upload or Create Assets

To upload assets for your live broadcast, tap the + sign. You can add photos and videos from your photo library, Switcher Studio-recorded/imported media, or create your own content using the app’s dynamic templates and sample images.

switcher studio add photos videos media

If you want to create your own media directly in Switcher, select Titles or Lower Thirds, which are editable templates. You can adjust font, size, alignment, and text and background color as needed.

Tip: When you create dynamic lower-thirds, select the Apply on Preview option so you’ll have the opportunity to preview it before it’s live on-screen. If you don’t select that option, the image will automatically show up live to your viewers when you tap on it during the broadcast.

To edit, reorder, or remove assets, long-press on the image to open a pop-up menu with those options. If possible, arrange assets in the order in which you plan to display them during your live broadcast.

switcher studio edit reorder remove assets

Share Assets During the Broadcast

During your live broadcast, tap the asset you want to show to your audience. You’ll then see a preview of it in the preview window at the top of the Sources section. When you’re ready to display it live, tap the Preview–>Live icon.

switcher studio preview sources

#4: Control Cameras and Angles

Tap the first icon in the lower-right corner to access the Inputs section. This is where you control the cameras and angles. You can see the current camera views in the Sources section on the left.

switcher studio inputs built-in sources on wi-fi network

#5: Choose Transition and Multi-View Effects

Switcher Studio has a library of effects for your transitions when you switch cameras, display images, or videos during your broadcast. In the lower-right corner of the screen, tap the third icon from the left to access transition effects. Your options include cut, cross dissolve, wipe, cube, and twist.

switcher studio transition effects

It’s a good idea to pick one effect and use it for the entire broadcast, especially if you’re new to using Switcher Studios.

Next, scroll down to access the multi-view layout options:

  • None (a single image)
  • Dashboard (two images side by side)
  • Flap (one larger image)
  • Slots (two side-by-side images)
  • Picture-in-picture (one large, one smaller image)

switcher studio multi-view effects

If you choose the picture-in-picture layout, the first image you select will be the main image, and the second image will be the smaller picture-in-picture image. Drag and drop the smaller image to position it in the preview window.

switcher studio multi-view layout

#6: Adjust Camera Settings

Tap the fourth icon to get more advanced camera control options including zoom, focus, exposure, white balance, and LED light.

switcher studio camera control settings

#7: Choose Which Device Will Broadcast Audio

Tap the fifth icon to view audio controls. Decide which device you’ll be using for the main audio and select it here. Be sure to check your audio before you go live to make sure you’re picking it up.

switcher studio audio for recording broadcast

#8: Go Live

Before you go live, connect and check your cameras and microphone. You don’t want to be caught with no sound or trying to adjust technology after you’ve gone live. Also, check the positioning of your cameras for the angles and zoom options you want to capture. You do all of these adjustments in the Outputs section.

Tip: Use tripods or mounts for your cameras and ensure they’re stabilized. You don’t want a camera to fall over during the live broadcast.

The top-right part of the screen will show you what viewers are seeing during your live broadcast. It’s a good idea to go on a few minutes before you’re scheduled to go live to get everything set up. You can share a “Broadcast Will Begin Shortly” title image to let viewers know you’ll be going live soon.

switcher studio live view

When you’re ready to go live, tap Rec + Broadcast to start sharing your live stream with your audience.

When you’re live, tap the far-right icon in the lower-right corner of the screen to see live comments. Here you can engage with your audience, welcome them to your broadcast, and answer questions.

switcher studio live comments

Keep in mind that if you’re directing the production and you’re not on video, you can only respond verbally to these comments. If you want to respond in the comments, you’ll need another device with the live feed pulled up.

Get to Know the Control Panel Menu Bar

Here’s a rundown of the options on the top bar of the control panel, from left to right:

  • Tap the three bars icon to access the main menu, where you’ll find all of your recorded media.
  • Check the information icon to see the camera angle, battery life, and storage.
  • Tap the camera icon to switch between the front and back cameras.
  • AF lets you turn autofocus on or off, depending on your preference.
  • View the audio levels and turn audio on or off.
  • Tap Rec + Broadcast to go live.

switcher studio top bar control panel

Conclusion

Switcher Studio lets you move beyond arm’s reach of your iPhone or iPad for your live videos. Showing different angles of your product, location, or event will add interest to your live broadcasts.

In addition to setting up your live broadcast ahead of time, you’ll also want to have an outline or schedule of your show prior to going live. Check out this resource if you need guidance for creating a live show format.

What do you think? Are you ready to take your live videos to the next level and start branding? What features are you interested in trying? Please share your thoughts in the comments below.

Discover how to integrate visuals and work with multiple camera angles to broadcast professional-quality live video to Facebook and YouTube.

How to Make Your Website More Secure (So Google Doesn’t Punish You)

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Thanks to the buzz around website hacking and personal data theft in recent years, most Internet users are aware that their sensitive information is at risk every time they surf the web.

And yet, although the personal data of their visitors and customers is at risk, many businesses still aren’t making website security a priority.

Enter Google.

The folks over at Google are known for paving the way for Internet behavior. Last month, they took a monumental step forward in helping protect people from getting their personal data hacked. The update they released to their popular Chrome browser now warns users if a website is not secure – right inside that user’s browser.

While this change is meant to help protect users’ personal data, it’s also a big kick in the pants for businesses to get moving on making their websites more secure.

Google’s Chrome update: What you need to know

On October 17, 2017, Google’s latest Chrome update (version 62) began flagging websites and webpages that contain a form but don’t have a basic security feature called SSL. SSL, which stands for “Secure Sockets Layer,” is the standard technology that ensures all the data that passes between a web server and a browser – passwords, credit card information, and other personal data – stays private and ensures protection against hackers.

In Chrome, sites lacking SSL are now marked with the warning “Not Secure” in eye-catching red, right inside the URL bar:

imdb-not-secure.gif

Google started doing this back in January 2017 for pages that asked for sensitive information, like credit cards. The update released in October expands the warning to all websites that have a form, even if it’s just one field that asks for something like an email address.

What’s the impact on businesses?

Because Chrome has 47% of market share, this change is likely noticed by millions of people using Chrome. And get this: 82% of respondents to a recent consumer survey said they would leave a site that is not secure, according to HubSpot Research.

In other words, if your business’ website isn’t secured with SSL, then more than 8 out of 10 Chrome users said they would leave your website.

Ouch.

What’s more, Google has publically stated that SSL is now a ranking signal in Google’s search algorithm. This means that a website with SSL enabled may outrank another site without SSL.

That’s exactly why anyone who owns or operates a website should start taking the steps to secure their website with an SSL certificate, in addition to a few other security measures. Businesses that don’t take care to protect visitors’ information might see significant issues, garner unwanted attention, and dilute customer trust.

“In my opinion, I think security is undervalued by a lot of marketers,” says Jeffrey Vocell, my colleague at HubSpot and go-to website guru. “Almost daily, we hear news about a new hacking incident or about personal data that has been compromised. The saying ‘there’s no such thing as bad press’ clearly isn’t true here; or, at the very least, the marketer that believes it has never had to live with the fallout of a data breach.”

With Google’s Chrome update, those visitors will see a warning right inside their browsers – even before they’ve entered any information. This means businesses face the potential of losing website visitors’ trust, regardless of whether a cybersecurity incident has actually occurred.

If you’re ready to join the movement toward a more secure web, the first step is to see whether your website currently has an SSL certificate.

Do you know whether your site has SSL?

There are a few ways to tell whether your website (or any website) has SSL.

If you don’t use Google Chrome:

All you have to do is look at a website’s URL once you’ve entered it into the URL bar. Does it contain “https://” with that added “s,” or does it contain “http://” without an “s”? Websites that have SSL contain that extra “s.” You can also enter any URL into this SSL Checker from HubSpot and it’ll tell you whether it’s secure without having to actually visit that site.

If you do have Chrome:

It’s easy to see whether a website is secured with an SSL certificate, thanks to the recent update. After entering a URL into the URL bar, you’ll see the red “Not Secure” warning next to websites that aren’t certified with SSL:

star-wars-not-secure.png

For websites that are certified with SSL, you’ll see “Secure” in green, alongside a padlock icon:

facebook-secure.png

You can click on the padlock to read more about the website and the company that provided the SSL certificate.

Using one of the methods above, go ahead and check to see if your business’ website is secure.

Yes, it does have SSL! Woohoo!

Your site visitors already feel better about browsing and entering sensitive information into your website. You’re not quite done, though – there’s still more you can do to make your website even more secure. We’ll get to that in a second.

Shoot, it doesn’t have SSL yet.

You’re not alone – even a few well-known sites, like IMDB and StarWars.com, weren’t ready for Google’s update. But it’s time to knock on your webmasters’ doors and have them follow the steps outlined below.

How to make your website more secure

Ready to protect your visitors from data theft and get rid of that big, red warning signal staring every Chrome user in the face in the process? Below, you’ll find instructions and resources to help you secure your website and reduce the chances of getting hacked.

Securing your site with SSL

The first step is to determine which type of certificate you need – and how many. You might need different SSL certificates if you host content on multiple platforms, such as separate domains or subdomains.

As for cost, an SSL certificate will cost you anywhere from nothing (Let’s Encrypt offers free SSL certificates) to a few hundred dollars per month. It usually averages around $50 per month per domain. Some CMS providers (like HubSpot) have SSL included, so check with them before making any moves.

(Read this post for more detailed instructions and considerations for SSL.)

Securing your site with additional measures

Even if you already have SSL, there are four other things you can do to make your website significantly more secure, according to Vocell.

1) Update any plugins or extensions/apps you use on your site.

Hackers look for security vulnerabilities in old versions of plugins, so it’s better to take on the challenges of keeping your plugins updated than make yourself an easy target.

2) Use a CDN (Content Delivery Network).

One trick hackers use to take down websites is through a DDoS attack. A DDoS attack is when a hacker floods your server with traffic until it stops responding altogether, at which point the hacker can gain access to sensitive data stored in your CMS. A CDN will detect traffic increases and scale up to handle it, preventing a DDoS attack from debilitating your site.

3) Make sure your CDN has data centers in multiple locations.

That way, if something goes awry with one server, your website won’t stop working all of a sudden, leaving it vulnerable to attack.

4) Use a password manager.

One simple way of protecting against cyberattacks is by using a password manager – or, at the very least, using a secure password. A secure password contains upper and lowercase letters, special characters, and numbers.

Suffering a hack is a frustrating experience for users and businesses alike. I hope this article inspires you to double down on your website security. With SSL and the other security measures outlined in this post, you’ll help protect your visitors and your business, and make visitors feel safe browsing and entering information on your site.

Does your website have SSL enabled? What tips do you have for making your website more secure? Tell us about your experiences and ideas in the comments.

How to Use Big Wins to Drive Continuous Content Marketing Performance

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This post was originally published on this site

Like all brands or marketers, you’ve likely experienced a few content marketing campaign mishaps in your day. Despite your best efforts, sometimes a campaign just doesn’t quite reach its objective or it outright flops. And when this happens your disappointment typically spurs you into action as you work furiously to pin down exactly where you went wrong.

On the flip side; however, you’ve also experienced some big wins in your day. Some of those wildly successful content campaigns that crushed objectives and had the entire organization riding high. But in these situations, how often can you say that you dug into what made things go oh so right? Or regrouped and committed to keeping the momentum going?

From our perspective, those big wins can often teach you the most, not only providing helpful insights to keep things rolling, but also help you identify actionable next steps to make your next campaign just as—if not more—successful.

But how? Here are some tips to help you learn from your best content marketing work and continue to drive its performance.

Driving Continuous Success

Regardless of how successful a campaign is out of the gate, your work shouldn’t stop once you’ve released everything into the wild. But for those campaigns that are really flying high, they present the biggest opportunity to drive bigger and better results. So, you should continue to optimize and amplify these campaigns using a mix of content marketing tactics. Here are a few suggestions:

  • Test a new paid channel. If a campaign is already exceeding objectives and expectations, consider pushing the limits a bit by experimenting with paid tactics. For example, if you’ve had great success with LinkedIn, consider building a similar audience on Twitter. Or add more budget and expand your audience on the channels that are already working.
  • Repurpose campaign content. Repurposing content will not only add some freshness, but also help drive more traffic and signals to your main landing page or content asset. For example, consider creating an infographic or a motion graphic. Or put together a webinar that infuses existing and new related content or thought leaders.
  • Audit other existing content for cross-linking opportunities. Your campaign is successful for a reason, so why not add a little extra boost by helping direct more eyeballs and authority to your campaign content through cross-linking? So, take a look at other existing, relevant content and add an inline ad, CTA or link to it.
  • Try to secure third-party coverage or links. Pitch a guest blog or try to secure a third-party editorial to grow off-site links to your campaign content.

High-flying #marketing campaigns present the biggest opportunity to drive bigger, better results. Click To Tweet

Uncovering the Why Behind the Win

While we all know that failure can unleash some of the greatest learning opportunities, the same holds true for success. So, when it comes to learning from your biggest marketing campaign wins, ask yourself the following questions:

  • Did I reach or exceed my objective? For example, if your objective was to drive brand awareness, which metrics can you point to that bolster achievement? Did you actually achieve other KPIs such as MQLs or SQLs?
  • How did I reach my objective? Some things to consider are: your content mix, top-sharing influencers, where the traffic came from (i.e. organic, social, etc.), the internal resources you leveraged, timing or seasonality, and so on.
  • What hurdles did I encounter? Even your most successful campaigns likely hit a snag or two along the way to launch. So, think about any hurdles you encountered and how you overcame them, and document opportunities to streamline your processes going forward.
  • How can I do even better next time? Use what you uncover from the “how” to document must-dos for the next campaign. For example, if a particular influencer was instrumental in driving shares, consider a full-length interview with them if relevant for your next campaign. As another example, if Twitter was your top-referring social channel, consider budgeting for some sponsored posts for the next campaign to get more traction.

Failure provides great learning opportunities, but the same holds true for success. @Alexis5484… Click To Tweet

The Success Factor

Simply put, by continually refining and evaluating your top-performing marketing initiatives, you’re not only capitalizing on the great work you’ve already done, but also laying the foundation for the next big success.

Speaking of learning from big wins, check out our Case Studies to learn how we’re helping our clients reach and exceed their objectives.