Mediaboss Marketing

This #BoFLIVE event was based on the How to Build an Influencer Marketing Team and The Art of Going Dark on Social Media articles.

Instagram has long been the go-to platform for social media marketers. But while the photo-sharing app still holds sway, Instagram fatigue is undeniable, according to Sara Menouni, creative director of influencer marketing firm Ykone. Meanwhile, alternatives are are becoming increasingly popular. Apps like TikTok and engagement methods like livestreaming are seeing fast growth and some brands, including Bottega Veneta and Balenciaga, are opting for subversive strategies such as going dark on Instagram. Much also has changed about the type of influencers and content audiences are interested in, as well as the creative power influencers expect to have when working with brands.

Now its about ... moving forward: how do we work with influencers? What is our relationship like? What is the long-term advocacy side to it? said Menouni.

Brands need to adapt or risk losing young consumers. On the latest #BoFLive, BoF senior editorial associate Alexandra Mondalek discusses the dos and donts of the rapidly-evolving social media marketing industry with Menouni, Lissy Von Schwarzkopf, chief business officer at public relations firm Karla Otto and Sophie Abrahamsson, chief commercial officer of Bambuser, an e-commerce marketing firm.

Related Articles:

How to Build an Influencer Marketing Team

The Art of Going Dark on Social Media

To participate in #BoFLive, BoFs digital events series offering insight, advice and inspiration, visit our calendar where you can find details of upcoming digital events.

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How Brands Can Leverage the Power of Social Media - The Business of Fashion

Cari Gundee rides her Peloton exercise bike at her home on April 06, 2020 in San Anselmo, California.

Ezra Shaw | Getty Images

Peloton wants to be known as a health and wellness company, not a fitness business, according to its chief marketing executive.

"We definitely want to make sure that we are reflecting the communities that we serve," Peloton's Chief Marketing Officer Dara Treseder told Julia Boorstin on Thursday during CNBC's CMO Exchange virtual event.

"One of the things I do with my marketing team is we debate ... and some people are like, 'We're a fitness company, and this is what it means to be fit.' And I have to be like, 'No, no, no. We are actually a health and wellness company, and that comes in different shapes and sizes.'"

Peloton has recently added "mood rides," which are geared to different emotions such as being happy, sad or calm. These rides as well as guided meditation classes are examples of how Peloton is trying to raise awareness around the importance of mental health, in addition to keeping in shape.

Treseder went on to say that Peloton's rampant growth during the pandemic largely stemmed from its loyal user base sharing their personal experiences with the brand. Peloton counts 2.33 million connected fitness subscribers people who own a Peloton product and also pay a monthly fee for access to the company's digital workout content.

"The reality is when you try to force something, it just doesn't work," she said. "So for us, that intentional cultivation of community is really focused on finding where there are organic sparks of connection within our member base, and then kind of pouring fuel on that ... shining a spotlight on those things."

Peloton has said it plans to soon ramp up spending on paid marketing, in order to advertise both its lower-priced Bike and its updated Tread machine.

But Peloton also uses its now-famous team of instructors to connect with members. The trainers are active across social media platforms and frequently interact with members online.

"We want them to be superstars," Treseder explained. "They're employees, and so they're invested in the success of the company. And we are invested in their success."

One instructor, Cody Rigsby, is competing on ABC's "Dancing with the Stars." Another, Alex Toussaint, was recently signed by the athletic apparel brand Puma.

"I give so much credit to John [Foley] because that's a very hard thing to do. ... The natural thing to do is to say let's control them, let's brand them," Treseder said about Peloton's CEO and how he thinks about the instructors. "The fact is, that actually doesn't work, and people can see right through that."

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How Peloton builds a community around health and wellness to craft its brand - CNBC

ABP Digital Brand Studio | Published 07.10.21, 05:14 PM

They say that it requires a whole lot of determination and courage in ensuring that you live the life of your dreams and Yash Vashishtha is a living example of it. Hailing from Mumbai, the passionate guy has uplifted the market with his immense knowledge and passion. Currently, he is the owner of the leading social media marketing agency named Social Matte Media which is known for its innovative ideas to increase the reach of the brand.

With time, Yash has built a great team of experts who work diligently to help their clients in their businesses. The covid period has been a curse to every business including the advertising industry. Yash believes that Entrepreneurship is all about solving people's problems. Hence to tackle this problem, Yash came up with the startup which is Social Matte Media. It resolved the sudden pause in the advertising industry.

By converting the online information portals to marketing portals, Yash and his team took the initiative to be the change in the marketing and advertising industry. By creating media portals across several social media platforms including YouTube, Instagram, and Facebook, they ensure a wider reach of the client's project to the audience via a click.

When Yash was asked about how his solutions are going to benefit people in their businesses, he said, "Currently we have a network of more than 1000 media portals with an audience network of more than 800 Million. Our team has revolutionized the online advertising medium and has collaborated with brands through these media pages." Adding to this, the owner also claims to have monetized the existing media portals and has taken the initiative to provide businesses to all the existing and new clients.

When it comes to revenue generation, Yash revealed that Social Matte Media connects brands with the media portals that are willing to advertise their products via social media marketing at a nominal cost. With each deal, they cut out a certain percentage which they keep as their revenue.

Yash's startup is more than welcoming for the young talents across the globe. The owner claims that any number of people can join the firm to work online and earn money. Interested people can start working with them and they will guide you in your professional development. Social Matte Media is all set to bring revolution in the advertising and marketing industry and we all know that Yash won't stop till he takes the company to new heights.

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Yash Vashishtha Is All Set To Bring Revolution In Advertising & Marketing Industry With Social Matte Media - Telegraph India

The perspective is from Kalimantans local community.

Carbon offset is currently starting to be promoted as an effort to offset our sins to our environment by doing good deeds.

An example is by planting more trees in terrestrial areas and mangroves in coastal areas. Other than that, there is also a concept of environmental services by safeguarding the rainforest and as compensation for that, there will be some funding by converting the potential carbon absorbed by the rainforest into some money to develop the livelihood of the local community to build their lives without harming the forest.

Kalimantan is one of the worlds lungs covering 40.8 million hectares. It lost 2.7 million hectares of forest by 2009 and an additional 2.2 million hectares by 2016. According to WWF, Borneo could lose 75 percent of its forest by 2020 due to the alarming level of deforestation on the island. The threats are coming from some unethical activities such as illegal logging and forest land clearing for the monoculture industry. These activities then lead to the growth in illegal wildlife trade, as the cleared area of the forest then allows access to more remote points in the forest.

The local community, as the frontliner, is also struggling in their lives to be the saviour of the forest. They have no other options to fulfil their lives other than approving the offer to work on such destruction to the forest. On the other hand, some NGOs are doing some public awareness to save the forest and promoting some alternative livelihood.

However, no community development has a major impact. Organic farming, for instance, is not effectively impacting the livelihood of the community as there is no proper market for the product. Therefore, the scheme of environmental service incentive and carbon offset seem very interesting to be promoted to the local community. But, is that scheme working effectively to promote pro-environmental behaviour by the locals?

According to social marketing theory, to promote such an initiative, the target audience should think, want, need and/or desire rather than moving directly to persuasive efforts. The fact is, the local community knows this concept by only the potential of money resulting from this program. In the end, it is more on business marketing rather than promoting the value of safeguarding the forest. The marketing technique being used leans heavily on money-oriented. Therefore, sustainability concepts or pro-environmental perspectives are still far away from being known by the local community. For instance, the carbon offset business is now developing to sell the package of carbon offset and ask them to buy more rather than the message to reduce and limit their offset activities. So, it is more profit-oriented. Environmental service incentive itself is so far being seen by the locals as the ordinary program, where they will do only with the money and will have no guarantee of continuing the behaviour if the program is over.

Finally, this program, either from the government or the business sector, should implement the concept of social marketing by building awareness and let the community set the perspective on the idea of environmental preservation first.

Moreover, the business sector that promotes carbon offset specifically should integrate the value of reducing the negative activities that lead them to offset the carbon rather than dismiss the message and let the company or customer buy more carbon packages. At this stage, it shows how important it is to include the sustainable message in each product they market as part of the sustainable marketing effort.

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Are Carbon Offset and Environmental Service Incentives Saving the Environment? - Indonesia Expat

In todays day and age, markets can change direction in the blink of an eye and huge trends can show up overnight only to die down a few weeks later. Plus, customers are better informed and require more than just your good intentions to pay attention to your brand.

Therefore, businesses must adapt to the crazy fast pace of the market and find new ways to cope with the coming and going of the trends. Thats where marketing automation truly shows its value as it takes over routine tasks and frees up time for ingenuity, creativity, and strategy.

But you cant have marketing automation without the right tools. Luckily, the offer is incredibly diverse with smart automation tools that can help improve the customer experience while also shedding hours off your schedule. However, it can be a bit confusing when trying to decide which tools work the best for your needs.

For instance, did you know you can use social media monitoring tools to automate and enrich your campaigns? Heres how:

Social listening is the process of monitoring what people are saying about topics of interest to you online. With the right tools, you can learn more about your customers opinions about your brand, products, and more.

You can check brand mentions across all platforms, so you dont waste any marketing opportunities. Brand mentions mean people are talking about you, therefore, you have to make sure youll be a part of the conversation.

Plus, you can use social media monitoring tools to take a peek at your competitors strategies and campaigns. After all, inspiration can come from a wide range of sources, right?

Overall, social listening is great for your marketing because it keeps you up to date with popular topics and lets you know whats trendy on the market.

Monitoring tools bring huge loads of data that you can use in all sorts of marketing campaigns and strategies. However, it takes time to understand what each tool brings and how to make the most of it.

Luckily, some of these tools also have analytics built into the system, which means you can create default and customized reports to better understand trends and currents. With the right data, social media can paint an accurate picture of your customer, which is incredibly valuable information especially in todays day and age.

Customer support is the one service you know for sure it can improve your chances on the market when done right. When customers and interested buyers reach out, you must reply quickly and swiftly to keep their satisfaction levels high.

Luckily, nowadays you dont have to hire a call center company to cover basic interactions. Intelligent chatbots are not new technology, but small and medium-sized brands are not extremely keen on using them.

However, with minimal initial investment and the data provided by social media monitoring tools, you can set up user-friendly chatbots that can take over routine questions and even basic actions. Plus, chatbots can stay active 24/7 and they use AI algorithms to learn from the collected data how to better talk with your customers.

Quick note: There are plenty of AI tools you can use to up your marketing and social media strategy. Also, these tools are quite affordable even for small brands, so theres absolutely no need not to use them.

Automation is a great way to make sure your campaigns are moving forward while you are taking care of the creative side of marketing and social media. So get all the tools you need before starting your journey to conquer the world!

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Analytics Insight is an influential platform dedicated to insights, trends, and opinions from the world of data-driven technologies. It monitors developments, recognition, and achievements made by Artificial Intelligence, Big Data and Analytics companies across the globe.

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How to Automate Your Marketing With Social Media Monitoring Tools - Analytics Insight