podcast, economy watch, interest co nz, David Chaston, NZ Economy

Another Podcast launched

Today we announce the Economy Watch podcast by Interest.co.nz has launched. It’s a daily summary of the key overnight news that affects the New Zealand economy.

Short podcasts for news

In scoping the content and audience for this podcast, we decided that a short format podcast was a good choice. Listeners are on their way into work and can catch a 6-10 minute update quickly during their commute to work.

Authored by David Chaston, Editor and voiced by me (Rebecca Caroe), we are really pleased with the early listener feedback.

Please go and listen and tell me what you think. Appreciate it!

Tongue twister podcasting

Now here are the things I’ve found hard to say coherently in the episodes so far. See if you can spot them in the audio

German government bonds sold at a record low yield overnight. They sold 10-year Bunds [bund / bond]

India imposed higher retaliatory tariffs [why was retaliatory so hard?]

China’s Central government coffers [coffers was the issue here]

at the Japanese-hosted G20 summit [not sure why I can’t say summit]


Linkedin, company page, social media tips

10 LinkedIn Company Page Ideas & Suggestions

  1. Create a Showcase page – with updates just for these sub-sets which allows for segmentation of viewers.
  2. Add Company page link to email signatures – update monthly with the pinned post.
  3. The BEST imagery on the Company page – include your logo watermarked into the image. 1,536px x 768px.
  4. Re-write the company overview text to reflect a niche positioning
  5. Check hashtags to follow.  https://www.linkedin.com/feed/follow/?filterType=channel&focused=true
  6. Refresh your pinned post 2x per month.  And re-share it to other channels.
  7. Share your top 5 articles from the blog one every 2 weeks…. Yes repetition is worth it.  And in 6 months change to new articles.
  8. Get more comments by asking questions.  “Are you watching the Cricket World Cup? What’s the best activation you’ve seen?”; Formula 1 Fails at Monaco – did you spot the bad branding in the Casino Tunnel?; What do you do to promote athletes in their off season?
  9. Use URL Builder tool to track web links from your company page updates https://ga-dev-tools.appspot.com/campaign-url-builder/
  10. Set up Content Suggestions so you can do the 4-1-1 model of sharing 4 pieces of content from others to every couple of your own.
LinkedIn Content Suggestions for Creative Agency Secrets

What are your top tips?

LinkedIN new feature, company page linkedIN

2 new LinkedIn Tools – Saved search and Article title edits

Today I came across two new features in LinkedIn which will definitely help marketers and pro-active networkers. And one negative feature.

Throttle Control is ON

LinkedIn is clearly pushing for greater revenues – many of my favourite work-rounds for search and connecting are now getting blocked. Have you noticed this?

I got blocked from searching for 2nd / 3rd degree connections on 10th May. That was because I had apparently already used up my allocation for the month! It renews next month. So pretty irritating….. Having said that, there are some neat work arounds and some new apps which I’m trialing in beta which may help with some aspects of this.

In the meantime, pay up or go away. The choice is yours.

Saved Search Alerts

New LinkedIn Feature

I was doing some searches and spotted what I think may be a beta release feature in the right sidebar…. I was searching in “People” for a search string. And so I made a search alert to save that search. In fact I made a couple.

The saved search name i18n_rail was default applied by LinkedIn. Probably code for something….. suggestions?

It appears to be similar to Google Alerts but with less functionality. The options are only for weekly alerts and to be received by email which suggests this isn’t yet a fully featured roll-out. But a nice touch, especially if we are all going to have to pay to use LinkedIn Search in future.

Company page article title edits

While uploading an article to our company page I noticed another new feature – you can edit the title so that the URL link title is not the default option.

You have to be in the admin view to use this feature. And isn’t it nice that 140 characters is offered as the link text? Importantly this is only link text, not the URL or destination title. I think this will be great for improved keyword searching and SEO – plus those of us who like to write long headlines will have a field day!

Now go and try these – tell me if you can find them in your profile.

Followers on LinkedIN, How to use LinkedIn, Social Selling, B2B marketing

Who’s your LinkedIn Follower?

LinkedIn hides some of its best features – deliberately.

So here is my quick tip of the week to help you grow your connection base.

Do you know about your followers and following feed?

Thought not.

Log into your LinkedIn. Then paste this into your browser and take a look at this URL.

It lists everyone who is following you. The image below shows Philip Goffin – he’s following me. But I’m neither connected to him, nor following him.

Woo Hoo – lots of followers, Famous fellow.

Now for the inverse, Following. These are the people you are following.

What’s the use of following on LinkedIn?

Well, many times you want to see the News Feed updates from people, but you don’t actually know them and so connecting isn’t appropriate.

Or you just think you will see their updates for a while before approaching for a connection request.

Or you are hoping to quietly bring yourself to their attention without being too pushy – so follow them in the hope they notice you and send a connection request.

Go forth…. try it for yourself.

P.S. You can no longer export contact information from LinkedIn and so I’m advising clients to build contact lists outside of the platform for every new contact they make.

LinkedIn not link,

LinkedIn changes you need

Sometimes I just discover things by trying something new. Did you know that you can find people on LinkedIn using their partial email address?

I had met a lady whose surname I didn’t know – but I had her email on the meeting calendar invite – amandam@thisbiz.com [that’s not a real address]. And so I started typing it into the LinkedIn search bar and before I wrote the dot extension, pressed enter and her name and details came up. Handy.

When LinkedIn is not linked

LinkedIn links not linking

I was researching Chris Reed whose speaking agency represents business women speakers. And couldn’t find him on my LI contacts – and so found the company instead, thinking that maybe I’d mis-spelled his name.

There he is, listed on the company site – but the links don’t work. Thinking this was a dastardly strategy he was employing to connect to people and then dis-connect, when he hits limits to connections. And so I wrote to ask him.

There’s currently a bug that’s impacting LinkedIn. People have been talking about it. Some people can’t find their connections and can’t even tag their connections on LinkedIn. Support team at LI are now working on it. It’s a pain now. Hopefully this gets resolved soon.

Chris J “Mohawk” Reed

You can have 30,000 connections on LinkedIn – so no chance I’m hitting the throttle back stage of connecting yet. And the ‘mystery’ is solved, although not resolved.

Sales Navigator plus plus

And if you aren’t yet using Sales Navigator for your new business development social selling on LinkedIn – do some research as it can be very useful.

But do also look at complementary services such as

  • ByPath.com uses Kompass data to overlay org charts to LinkedIn sales prospecting [Note: there is a NZ / AU local reseller I know]
  • MeetLeonard.com automation of repetitive tasks in LinkedIn like auto-sending bulk messages through in-mail.
Follower Count , LinkedIn, B2B marketing, social media marketing,

Advance your LinkedIn focus

Many B2B marketers and brands are using LinkedIn intensively as a channel to market, building awareness and interest in your offering.

LinkedIn is NOT EFFECTIVE a direct marketing channel – it’s for brand marketing.

Today I have a challenge for you. Followers.

Follower Count , LinkedIn, B2B marketing, social media marketing,
Follower Count on LinkedIn.

Who follows you?

Go to your LinkedIn page and log in. Then navigate to your followers page. The link is the same for everyone.

  • Following – these are your connections. [Note: it’s not who YOU are following – a bit confusing]
  • Followers – people who follow your updates. This includes all your connections.

Below each person’s profile and job title is a check box showing if you are following then or not; and the number of people who are following them.

This makes it easy to filter. And one click to follow them back.

Check boxes to show if you’re following people on LinkedIn

What to do about LinkedIn Followers

Three things to do:

  1. Browse the list for people who you’d like to connect with and who are following you
  2. Decide on your criteria for following people – everyone, only those with key attributes, people who could be clients; people with high/low followers themselves etc
  3. Make a diary log to check back regularly for new followers

LinkedIn works best as a business development platform if you have a clear client persona; have a clear content writing strategy [topics, frequency, audience]. Targeting the right audience with good content, regularly.

Unlike Twitter, LinkedIn does not have a ratio of following to followers throttle. And remember, following someone is a great way to get their insights, to become acquainted with their perspectives as a precursor to connecting.

Famous people have lots of followers. If you are trying to break into a marketplace and build a solid profile, my recommendation is this.

Follow people whose follower count is low-to-medium. Their news feed won’t be too cluttered and your content stands a better chance of getting noticed and commented.

spam pingl,

Referral traffic from Pingl is spam

I was checking the analytics on a client site and saw a referral from a website I did not recognise.  And so I investigated it.

referral traffic, analytics referral,

New referral site turns out to be spam

After typing in the reach-publisheral website address manually (I always do this in a new browser window), an automatic redirect came into effect and I ended up on Pingl.net [no, don’t follow that link please].

Black Hat SEO tactics

In the SEO world there are goodies and baddies…. and it’s a game of tension between the unscrupulous on one side and those who follow search engine websites’ guidelines on the other – refereed by Google and Bing.

Black Hat is the term given to tactics that are underhand and try to cheat the system.

White Hat is the opposite – those who work within the framework set by search engines.

Updates to search engine algorithms are usually driven by their desire to undermine black hat tactics.

After a quick search I found several other commentators had found referrals in their analytics also coming from Pingl.  This rings alarm bells.

Who is Pingl?

A set of clever Black-Hatters masquerading as authentic “growth hacking” tacticians.

They use a technique called notification referrer service which is basically a spam referral to your website.  By masking their site identity they make the link “appear” to come from another site – reach-publishinglo  in my case (but others report variants on Ali Baba).  This domain is setup with the sole purpose of sending you to pingl’s home page –  it refers you directly to them.

Although you may be getting a lot of referrals from the masked page, it is not real traffic, and it can ruin your SEO – notably your bounce rate.

How to overcome referrer spam

Create filters in your Analytics to remove this traffic from your results in two ways

  1. Campaign Source Filter – will stop all traffic from the source (pingl) site
  2. Campaign Referral Path Filter – will stop single web pages
  3. Languages Setting Filter – stops traffic from named languages (was useful for Russian spam in 2017)
Air NZ, holiday styles quiz, CRM, Customer segmentation tool

AirNZ gamifys its customer segments

As a marketer I love being marketed to and so when I got invited by Air New Zealand to “Find out what’s your travel style?” I clicked to do the self-test quiz.

Backstory – Customer Differentiation for CRM

Air NZ Contest quiz, CRM, customer segmentation

Facebook advert for Air NZ Quiz

Brands need to be clear about different messages to different audiences.  This is basic database marketing concept is easy to achieve using segmentation based on actions.  The difficult part is identifying customer attitudes and desires which have not yet become actions.

Creating a differentiation matrix for your customer base is worthwhile and if you have never done one before, ask us to help you create it.

After you have actions plus attitudes then you can create a layered differentiation plan – plugging your customer journey and content plan with clear guidelines which your team will love because it makes it very easy to track progress towards your goals.

Here’s Per Caroe’s slide from our Unhurried Conversation in which we focused on discussing customer journey maps.

Activity scoring for customer segmentation

Back to Air New Zealand’s segmentation strategy

The team will have created the segments based on research data (Qual and Quant) but their challenge is how to populate their existing customers into the data grid.  Here’s where the fun quiz fits.  By running a campaign with a prize draw, they are creating a series of Golden Questions and the obliging customer fills in the quiz and creates a score which populates their preferences in the database.  What follows is the clever part – using the insights gained, AirNZ will be cross-populating the insights into their current database of customers who did not fill in the quiz – by inference from other customers who look alike.

What I’m looking forward to is the communications that should follow – will I (A Lounger) get more customised messaging?

The Travel Style quiz told in screenshots

First up the quiz questions – you can guess the alignment between the four travel styles (lower down) and the questions if you choose to base your own quiz on this format.

Then the detail of the travel styles.

And lastly the up-sell in every travel style description – mine was for the Skycouch including a video and a transcript (very important for people using social without sound enabled).

Air NZ how do you holiday?

Quiz step 1

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

Quiz question 2

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

Quiz question 3

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

Quiz question 4

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

Quiz question 5

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

Quiz outcome – Travel Lounger segment

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

Quiz result Savvy selector

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

Quiz result segment opportunist

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

Quiz result segment Goody gatherer

Air NZ, holiday styles quiz, CRM, Customer segmentation tool

Skycouch advert from my segment profile

Air NZ Skycouch video and 360 tour - with transcript

Skycouch video and 360 tour – with transcript

What the F(acebook)?!

WTF? That’s likely a thought running through many people’s minds as they hear that Facebook has just announced one of the biggest changes to the social media platform – ever.

With over 2.13 billion active users each month, there’s no doubt that this news has made a groundbreaking difference in the way that people and businesses use Facebook.

What’s the big news and what can we do about it? Below, we uncover what these changes are, how they will impact the way businesses use Facebook, and give suggestions on how you can adapt your Facebook strategy by creating meaningful content.

We will also share details of a seminar on how to stay up to date with the most popular social media platforms and their ever-changing algorithms.

So what’s changed on Facebook?

Algorithms, that’s what. Complex algorithms are what determines your unique experience on Facebook. Your news feed is catered specifically to you – based on what you like, how you interact and even search history from outside of Facebook.

When it comes to using Facebook for business, many strive to create content that resonates with their audience. Competitions, giveaways, new products – these are all important business updates that are shared on Facebook everyday. Techcrunch reports that there are over 50 million small businesses that use Facebook’s Pages app. For many companies, Facebook is one of their key business assets.

However, Facebook has made some drastic changes that will affect business pages on the platform. On January 11th, 2018, Mark Zuckerberg from Facebook announced algorithm changes that may indicate the start of what Michael Stelzner calls a “Facebook apocalypse”:

  • Personal posts from friends and family will have preferences over posts from groups or pages in your news feed
  • Videos will get less views – this is because video is content consumed passively
  • Focus will be on meaningful social interactions, so comments will be valued more than likes
  • Links to external pages will get less visibility

Source: https://blog.bufferapp.com/facebook-algorithm

As you can see, this is possibly one of the biggest changes that Facebook has ever made to the platform. Zuckerberg himself has even stated that he expects the market price will drop due to these changes. On the one hand, it appears that these changes are purely to improve user experience. But, it can also be debated that these changes are a move to encourage more businesses to turn to paid Facebook advertising to get the traffic they want. And, it’s highly anticipated that Facebook advertising costs will increase following the surge in advertising campaigns.

What does this mean for businesses?

These algorithm changes will start with your news feed, but this is only the beginning. Likely, it will be an update rolled out across all Facebook products.

For businesses, there are a few changes that will invariably happen – something to take into consideration when adapting your marketing strategy to adopt this algorithm change.

For pages that thrive on short, viral videos (think LADbible), they’re likely to be affected the most. Bloggers will also see a hit in organic reach, as will pages that exist purely to share memes, quotes and ‘tag-worthy’ photos.

How to create meaningful content on Facebook

These changes all hold one key goal in mind: to promote meaningful interactions. It’s more than just getting your audience to tag their friends or liking a picture. Meaningful, by Facebook terms, involves interacting with friends, family and other users in insightful conversations.

Here is what will no longer work:

  • Asking people to comment
  • Short text posts
  • Quote graphics
  • Videos

Basically, posts that exist purely to gather likes will be phased out from your news feed.

What can you do to create meaningful content?

  • See first – prompt your audience to change their news feed preferences to see your page’s content first
  • Post less frequently, but with more relevant content
  • Start discussions on your posts that encourage your audience to talk to one another
  • Use Facebook Live to reveal exciting updates and news
  • Adopt a Facebook advertising strategy

This all seems fairly straightforward, but as Facebook continues to make these changes to more than just your news feed, it will be more important than ever to understand these each and every one of these variables that will be affected.

Ultimately, your audience on Facebook isn’t yours – it’s purely borrowed from Facebook. And now that Facebook has set the ball rolling, who is to say other social platforms such as Instagram and Twitter won’t follow suit?

Stay up to date with social media changes

We have a seminar coming up that will cover Facebook, Instagram, Twitter and even Snapchat. There will be an insightful analysis on the algorithms that prioritise content, and what you can do to stay ahead of the crowd when it comes to creating meaningful content.

Click the button below to secure a ticket.

Event info:
WTF Happened to your Social Media Traffic?

Date: Wednesday 18th April, 2018, 7:30am – 9am
Where: Ponsonby Community Centre, Glue Pot room – 20 Ponsonby Terrace
Cost: $30

BOOK NOW