#techMAP Monday’s

TehneyatWritten by Tehneyat who currently resides in London, United Kingdom from where she is blogging for Mindjumpers. You can follow Tehneyat on Twitter @tehneyat.


#techMAP Monday'sBeing in London for the past almost 7 weeks now has been an absolute pleasure. Apart from being in the buzzing vibrant city, I have particularly enjoyed the social media scene here, getting to know people, figuring out who’s who, what agency does what, who are Twitter’s cool kids in town and who aren’t! Like everywhere else in the world, social media in London is growing, evolving and there are a lot of great personalities here (online and offline), but also, like everywhere else, a great deal of social media bs’ers. We live and we learn, and we find out what the real deal is all about.

TechMAP events
One of the things I’ve particularly enjoyed so far is attending the techMAP events, which is an initiative started by Barry Furby and Shannon Boudjema. They describe techMAP as ‘the real world and online community that pioneers the evolution of business through the practical application of technology for marketing, advertising and PR professionals across multiple sectors’. What that basically means is that they think technology is the way forward, and the way they want to contribute to the debate is by having an event on the first Monday of the month in cities across the world discussing different topics each time.

The official initiative started in London, is being set up in Amsterdam, Brussels, Paris, Calgary and Sao Paulo. What’s so cool about this is that all cities will feature the same topic every first Monday of the month and upload their presentations and discussions on to techMAP’s forum after the event. This basically means that whenever a new topic is being debated, you as an individual will be able to tap into the online international community conversation and listen in on thoughts and opinions regarding one specific topic influenced by different cultural and social factors. How neat is that?!

Check out the presentation from the event with Richard Sedley about Social Persuasion in London and check out what techMAP is all about below. Keep your eyes and ears open, and if you want to help start techMAP in your city, don’t hesitate to get in touch with Barry or Shannon.

P.s London is freaking fabulous and I’m loving it!!


Clickbait: Information overload! How can brands cut-through all the noise?

Screen Shot 2016-04-12 at 10.11.34You won’t believe the hidden message in this blog post! Or rather – there isn’t one, I just wanted you to click through and read this. But bear with me – I’m about to suggest something incredibly controversial – a never-heard-before admission by a social agency!*

As much as clickbait is the emotional catnip of our online experience and can drive consistent traffic for publishers like The Daily Mail and Huff Post who churn out multiple stories each day, it’s still hugely annoying to discover you’ve been duped by an over-excited headline promising to give you all the feels. For brands, adopting the same practice can negatively affect perception and ultimately – sales. So how can brands cut through all the sensational copy and deliver successful results without falling prey to creating clickbait themselves? How do they beat them rather than join them?

 

Platform crackdown

In the early days of social, Facebook optimised content based on engagement, meaning that if users clicked on a piece of content, it received a higher ranking in newsfeeds. In 2014 Facebook took steps to try and crack down on those gaming this ranking using clickbait, and in February this year it introduced an update based not just on what users engaged with in their feed, but what they wanted to see. Facebook’s advice is that Pages should avoid encouraging people to take action (such as encouraging lots of clicks), because this will likely only cause temporary spikes in metrics that might then be rebalanced by feed’s ranking over time – meaning the latest ranking favours content that users naturally engage with rather than content that users click on through coercion.

 

Last month Instagram followed suit and announced it would alter user’s feeds to optimise the content users “care about the most”, and Twitter has also adopted a similar change (although users can opt-out and revert back to the chronological feed). The changes will hopefully make it harder for clickbaiters to game feeds with meaningless content, but the real aim for the platforms hosting is to surface more engaging content more frequently so users return often and stay longer.

 

The same goes for brands on social. If the content they produce is consistently engaging, then users will interact more frequently, leading others to discover it through preferred ranking. Ultimately, these new newsfeed algorithms exist to generate more meaningful engagement, driving not just clicks, but conversations via comments, and shares.

 

Learn and adapt

Meaningful engagement begins with relevant content that creates value for the user and the brand. While an insight-driven content strategy is key to delivering this, brands should also adapt stories and messages based on the emotional needs and behavior of their audience. This is more than just a case of ‘test and learn’ or refining what has already been done. Brands must also evolve their approach in line with new behaviors, platforms, competitors and rankings or risk being left behind by those who do.

 

A good example of a brand that does this well is Buzzfeed, who’s CEO recently shared their new strategic thinking, revealing how their objective has changed from getting users to click through to their main site to view stories, to allowing content to be consumed directly on other platforms. The new direction was prompted by analysing which content generated clicks and discovering that users prefer to consume some types of content within the platform they are already on. The company also found a discernable difference between user interactions with the same content on different platforms, demonstrating how content demand and consumption vary across sites. What spreads like wildfire on Facebook might fail miserably elsewhere.

 

Relevance is key

For brands looking to use social content to drive click-through to their site, it’s important to balance the goal of the company (clicks to eyeballs, or conversions to sales, for example) with the desire and behavior of users on different sites, and monitor response over time. Relevance is key to interaction, and brands that think like publishers will know that relevance is an ever-changing chameleon. While users are bombarded with meaningless clickbait, there is ample opportunity for brands to channel the social zeitgeist by delivering valuable content that meets audience needs in the format, time and platform that suits them. If they get this right, they won’t need clickbait.

 

At Mindjumpers we help companies and brands to think as publishers and provide end-to-end social media management across multiple markets, encompassing full social strategy, planned and reactive content creation, analysis and reporting.

 

If you’d like to find out more please get in touch.

 

*Don’t be naughty and scroll to the last paragraph – I’ve hidden the controversial part somewhere to optimize your dwell time in finding it!