Mediaboss Marketing

Participants at a workshop held to examine the use of social marketing in messaging to targeted audiences TRAFFIC Shanghai, China, 13th April 2017around 40 wildlife conservation and law enforcement officers, together with NGO representatives, met this week to examine the use of social media in awareness raising and promoting messaging encouraging changes towards consumption of illegal wildlife products.

The New communications approaches to reduce demand for threatened wildlife and enhance public awareness workshop was co-hosted by the Shanghai Wildlife Conservation Association, Shanghai Zoo and TRAFFIC.

Social marketing is rapidly gaining momentum in China as a means to raise awareness of particular issues and for encouraging behaviour change initiatives for social good. Messaging can be highly targeted, encouraging actionable solutions by certain groups using audience segmentation and insight learning.

In 2015, Moving targets: Tracking online sales of illegal wildlife products in China, a study released by TRAFFIC, highlighted the migration of wildlife cybercrime from e-commerce platforms to social media networks, where communications and financial transactions are easier to conceal.

Faced with this challenge, enforcement officers are seeking ways to interact through social media outlets. The workshop featured ways to utilize social media to change the behaviour of consumers, raise public awareness and motivate responsible action by industries along trade chains.

Social media, typically mobile internet applications, such as Wechat (an interpersonal messaging app) and Weibo (Chinas equivalent to Twitter) have now become the major information sharing and social communication platforms in ChinaWechat had more than 700 million users by 2016.

Social media is therefore a pivotal battleground in tackling wildlife trafficking and also in reaching out to potential consumers to reduce demand for certain products.

Thanks to this workshop, our wildlife conservation and enforcement officers have been brought up to date with the latest social media tools and techniques to mobilize public support for wildlife conservation, said Wan Ziming, Deputy Director of the Shanghai branch of Chinas Management Authority for the Convention on International Trade in Endangered Species of Wild Fauna and Flora (CITES MA).

Wan Ziming, Deputy Director of the Shanghai branch of Chinas CITES Management Authority addresses delegates TRAFFIC The new Wildlife Protection Law has put the onus onto internet companies to prevent illegal wildlife trade advertisements appearing online. It is a critical time for law enforcement departments to be talking to internet providers and users through social media and new communication approaches, said Tu Rongxiu, Deputy Director of the Shanghai Wildlife Conservation Association.

Participants discussed the development of effective communications strategies and practiced using the social marketing tools learnt during the workshop to formulate possible creative solutions to overcome challenges. They also examined case studies on raising public awareness about conservation of Shanghais wildlife and TRAFFICs campaigns targeting specific consumer segments, such as handicraft collectors and Chinese citizens visiting Africa.

There has been a huge growth and development in social marketing since we first held this meeting in 2015, said Zhou Fei, Head of TRAFFICs China Office. During that time we have gathered and compiled relevant case studies and training resources to share with our government and NGO partners and we encourage participants to replicate successful approaches in their own work.

TRAFFICs work on addressing illegal wildlife trade was generously supported by GIZ on behalf of the German Federal Ministry for Economic Cooperation and Development (BMZ) and the German Federal Ministry for Environment, Nature Conservation, Building and Nuclear Safety (BMUB).

For more information, please contact: Sammi Li, Senior Communications Officer, TRAFFIC, China Office Email: xiaojia.li@traffic.org

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Shanghai workshop promotes use of social marketing to change illegal wildlife consumption - TRAFFIC - Wildlife Trade News

Anthill online

Digital and social marketing basics: Why knowing your audience is very important Anthill online Studies show that there will be over 2.6 billion social media users by 2018. With an estimated global population of 7.5 billion people, that's almost 35 per cent of the world's population using social media. As with digital platforms such as forums ...

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Digital and social marketing basics: Why knowing your audience is very important - Anthill online

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The move consolidates Heineken's digital channels under one agency and Jonathan Nelson, CEO of Omnicom Digital, told MediaPost that Heineken would be able to "leverage Omnicom digital and social capabilities" beyond Red Urban.Omnicom is one of the four largest agency holding groups in the world and has recently won the business of other major brand marketers including McDonald's and its nearly $1 billion account.

One of the current trends in client-agency relationships is a reduction in the number of shops brands work with. The shift comes on the heels of a time when brands sought out specialty boutique agencies for specific channels, audiences and even campaigns, and also as competition from non-traditional players like global consultancies heats up.

Procter & Gamble's Chief Brand Officer Marc Pritchard, who's spoken broadly on the tensions between marketers and their agency partners, recently bemoaned the disappearance of one-stop agency shops and the proliferation of specialists that don't always successfully communicate with one another.

"Bottom line: We need you to get simpler," Pritchard said of agencies at the 4As Transformation conference earlier this month.

Sources reported on by MediaPost suggest that transition plans are in place for the agencies that previously handled Heineken USA's digital and social media to complete those contracts. In June and July 2015, Heineken parted ways with Wieden + Kennedy as its lead creative agency and announced Publicis Worldwide as its global advertising agency.

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Heineken USA consolidates digital, social marketing duties to ... - Marketing Dive

RALEIGH, NC: Social marketing software company,Sysomos,today announced the industrys social marketing and analytics platform that unifies all social management functions and capabilities, also shares content and insights across all Sysomos applications. TheSysomos Platform provides prescriptive insights for marketers by consolidating and cross-informing campaign initiatives.

Social media spending as a percentage of the overall marketing budgethas tripledin recent years, paving the way for the social analytics marketto growto $5.4 billion by 2020, representing a 27.6 percent compound annual growth rate. However, the industry has struggled to unify social media marketing and analytics for building campaigns. Customers have wrestled with disparate data silos, service that doesnt meet their needs and high costs of licensing multiple tools.

By linking applicationstoSearch,Discover,Listen,Publish,EngageandAnalyzeon social media, the Sysomos Platform now gives marketers access to all the paid, owned and earned data needed to create strategic campaigns, take action in real time and measure those actions in one upgraded user interface. Furthermore, with role-based customization, users can design their own workspaces to access the insights that matter most to them.

Identifying insights, creating campaigns and measuring the effectiveness of those efforts all with increasingly strained resources have become challenging for marketers, said Peter Heffring, CEO of Sysomos. We built the Sysomos Platform to meet these challenges head on, by providing a single technology platform that guides marketers to the exact insights needed to increase commercial opportunities for our customers.

The Sysomos Platform also incorporates artificial intelligence (AI) that discovers and automates unseen insights, showing marketers how to instantly take action. The algorithms uncover correlations, anomalies and associations by using machine learning to process trillions of data points every second. With the Sysomos Platform now integrating and aggregating millions of digital data streams, the company plans to accelerate development of more advanced AI for the social analytics industry.

In addition to the Platforms ability to instinctively inform and share data insights across applications, Sysomos which counts brands like Mondelez, Coca-Cola, Marriott and Yamaha among its customers offers:

Apply listening insights to paid, owned and earned content within a single workflow:

The Sysomos Platform integrates listening with publishing and engagement capabilities, allowing users to discover trends in real time and curate content that can be applied immediately to cross-channel campaigns. For instance, if a company discovers its brand virally trending on Instagram, it can engage with users and leverage their content all within the same platform.

Improve the effectiveness of paid media campaigns:

Sysomos can measure campaign efficiency as well as evaluate the earned media impact within the same platform. Using Sysomos market-leading listening and search technologies, marketers can assess the effectiveness of their ad messaging based on the text and visual content their audiences share, and whether it had an impact on the overall conversion for the brand.

Having access to all of the tools that Sysomos has to offer under this new integrated platform will deliver valuable insights for building accurate customer profiles, said Fabiola Romero of Yamaha Motor Corporation. The platform succinctly marries data, allowing us to understand and act upon essential information when timing is of the essence.

While the complete Sysomos Platform encompasses all the Search, Discover, Listen, Publish, Engage and Analyze applications, companies that have one of the applications easily can activate the others. The Sysomos applications previously were named Map, Gaze (acquired in 2015), Heartbeat and Expion (acquired in 2015); now Map is part of Search, Gaze is part of Discover, Heartbeat is part of Listen, and Expion is part of Publish, Engage and Analyze.

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Posted 12 April, 2017

Home : Marketing : Skyfii Unveils New Marketing Tool For Social Media Campaigns

Skyfii, a data analytics and marketing services platform for venues and physical spaces, has announced the launch of an additional feature for its IO insights platform to measure the success of social media campaigns.

Social Dashboard ingests key social media data from sources such as Facebook, using the social platforms pre-defined metrics to inform customers on their social marketing impact, in addition to social audience demographic and behaviour.

This information is then presented in a comprehensive dashboard, with the primary report contrasting social campaign reach to the Skyfii recorded footfall in-venue.

Skyfii CEO Wayne Arthur said Social Dashboard is another service that demonstrates the companys desire to arm businesses with accurate information to allow for better business decisions.

Working with a variety of leading retailers, weve identified a challenge many retail stores and outlets cant effectively attribute visitation rates to online campaigns and Social Dashboard will eliminate this difficulty, he said.

The Social Dashboard will provide retail marketing managers and owners of brick-and-mortar stores with the ability to truly reflect their online social media efforts with campaign objectives.

Skyfii has already on-boarded two Aussie shopping centres onto Social Dashboard, with the clients testing the reporting tool over the last couple of months.

The new product feature is planned to be released across the remaining Skyfii portfolio over the coming months.

2017 The Misfits Media Company Pty Limited. All Rights Reserved.

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Skyfii Unveils New Marketing Tool For Social Media Campaigns - B&T