LinkedIn Targeted Updates

by Natalie Bell
@nebell90

LinkedIn has been available to professional individuals for nearly a decade.  Initially, the site began very small and grew slowly.  As other social media outlets gained popularity LinkedIn worked to improve.  The site opened up to students in addition to working professionals.  Companies are now able to have pages.  People and companies can post status updates.  One feature that Facebook and Google+ had over LinkedIn was the ability to  post updates to specific audiences.  Google+ has it's circles, Facebook has it's lists, and now LinkedIn has Targeted Updates.

So what are the benefits of Targeted Updates?  As a marketer overseeing our company page, I find this very exciting.  We are working to update our page and add new features -- perfect timing for a new feature to be introduced!  Targeted Updates allows you to send updates to specific subgroups of your followers.  The post will show on the news feeds of those you choose, but be visible to everyone who visits your page.  This means that the people who see the update are the ones most likely to be interested and engage with your company.

Targeted Updates gives you the availability to post to very specific groups based on their page information.  Followers can be broken down through five categories: industry, job function, company size, geography and including/excluding company employees.  Before posting you can sift through your followers to get a narrowed audience and create a higher chance of engagement.

The video below gives a quick explanation and tutorial for using LinkedIn Targeted Updates.

Facebook Buys Instagram: Smart Move

The Dish on Google Consumer Surveys

by Ashley Haugen
@AshleyKaia

As marketers we wouldn't be able to function without consumer research (and maybe a little caffeine). We rely on feedback from target markets to give energy and motion to our projects. Which logo is best? Which slogan do people remember? What changes should I make to my product for it to be a hit? We all rely on these types of questions to get the answers needed to steer us in a clear direction that can otherwise be murky.

So what happens when you need research that is fast and reliable-but won't blow the company budget?  Google has an answer for you. The company recently released Google Consumer Surveys, a low-cost way to perform market research in a "fast, accurate, and affordable" manner.

This is how it works:

1. Businesses create quick micro-surveys about their product, which is then embedded on publisher sites. Google pays publishers a percentage of what they charge businesses for the survey. The charge is $.10 per response for the general US population or $.50 per response for custom audiences. 
2. Readers are presented with the survey when trying to access certain content, such as articles, photos or video, serving as a "soft" paywall.  It looks something like this: 

Early adopters include Adweek, the Star Tribune and The Texas Tribune.

Google Consumer Surveys has filled a void for both publishers and marketers. Publishers get paid for hosting the survey, businesses get valuable market research, and Google gets a check from the business. The surveys are short enough and incentivized, so they won't be as much of a deterrent to access premium content like traditional paywalls or "register" requirements are. Google does it again, however I'm not yet sure about those glasses...

For more information, check out Google's video:

Spring Cleaning, Office Edition: What Will YOU Find?

by Dave Sniadak

@davesniadak

This post is a little off topic, but certainly worthy of discussion. While doing a little spring cleaning in our offices, we discovered a few unusual finds tucked away in our desk drawers. The items ranged from old business cards to condiments, hard hats to handcuffs. My favorite happened to be an old Axiom polo shirt, complete with what appears to be small blood or ketchup stains (let's go with ketchup). Strange, right?

Needless to say, it was time to purge some of these items from our desk.

So, the question remains, when you open your desk drawers, what unusual items will you uncover this spring? Share some of your favorites with us here, or post your pics at our Axiom Social Hour Facebook page. The best entry may just receive some of our junk.

Marketing to the Socially Conscious Consumer

by Ashley Haugen
@AshleyKaia

Research suggests that there is a segment of socially conscious consumers that marketers should pay attention to. A recent report by Nielsen aims to help cause-related marketers better define their strategy, and offers insight into the beliefs of these consumers.

Nielsen’s Global Corporate Citizenship Surveyed more than 28,000 Internet respondents in 56 countries. Results show that 46 percent of global consumers are willing to pay extra for products and services from companies that have implemented programs to give back to society. Nielsen defines these consumers as socially-conscious consumers.

Of these socially-conscious consumers, over half believe companies should support causes for environmental sustainability, education in science and technology, and the eradication of poverty. 

Of all 18 causes, companies going "green" was of the most importance. But why should this matter to marketers? “Knowing what causes are most important to the socially-conscious consumer may help brands prioritize their social investments,” said Nic Covey, vice president of Nielsen Cares, Nielsen’s global corporate social responsibility program. “The next step is to understand precisely what causes are important to a brand’s individual customers."

Another key finding: Socially-conscious consumers are more likely than other survey respondents to use social media to help make purchase decisions (59% vs. 46% of all respondents). Companies that wish to appeal to this segment, must have a strong and clear social media presence. Highlighting their efforts in social good not only appeals to consumers, but effectually drives sales. (Doing the world some good along the way doesn't hurt either.)