Robin Lord's Posts



Tips for social media competitor analysis: Let’s stop talking about follower count

This year, Hootsuite announced that 3.196 billion people are now active social media users. That is 42% of all the people on earth. In the UK, that percentage climbs to 66% and it’s 71% in the US. Even with recent data protection scandals, platforms like Facebook, Twitter, Instagram, LinkedIn, Wechat, and Pinterest are a huge part of daily life.

This kind of impressive cut through makes it more likely that we can use social media to find our audience, but that doesn’t mean that everyone on the platform is desperate to hear from us. In reality, when we use social media as businesses we’re competing for what might be a very small, very niche, but very valuable cross-section of a network. This means that whenever we do social media marketing, we need a strategy, and to have a successful social media marketing strategy it’s vital to know how we compare to our competitors, what we’re doing well and what threats we should be worrying about.

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Facebook News Feed Experiments: Threat or Opportunity?

As Adam Mosseri, Head of News Feed at Facebook noted in a post on Monday “There have been a number of reports about a test we’re running in Sri Lanka, Bolivia, Slovakia, Serbia, Guatemala, and Cambodia.” The test he is referring to is that of moving all content posted by brand pages (not content shared by friends) from the main user News Feed into a separate tab named “Explore”.

What’s changed?

One of the first sources to write about the test was Filip Struhárik with the starkly titled “Biggest drop in Facebook organic reach we have ever seen”. The story has since been picked up by The Guardian (Facebook moving non-promoted posts out of News Feed in trial) and the BBC (Facebook explores, publishers panic).

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Why You Need to be Building for Intelligent Personal Assistants

What makes personal assistants interesting is that Alphabet, Amazon, Microsoft, and Apple are vulnerable and need you to get on board.

Apparently seven years ago Jeff Bezos, inspired by a love of Star Trek, decided that Amazon should build a something that you can talk to, and which would turn your commands into actions. Now Amazon Alexa is competing with a growing number of intelligent personal assistants[1] from almost every corporate behemoth around. Alphabet (the company that owns Google) has Google Home, Microsoft has Cortana, and Apple, of course, has Siri which was perhaps the best known early on. Viv and Facebook M are also interesting contenders but the state of play for each of those is different enough that we’ll cover them at the end. If you ask any of these companies about investment in this endeavour they’ll say that digital assistants are the next big thing.

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Non-Profits Under Fire - Battling Problems With Charity Digital Marketing in 2017

Charities are facing more uncertainty than they ever have before in their perpetually uncertain existence. Competition is rising; goalposts are shifting, and scrutiny from the public and regulators is at an all time high. We’re in a time where the number of donations is going down, while non-profits are becoming dependent on the whims of the 1%.

Charity marketing has always been an unusual challenge but now they are facing a new future, one that can be difficult to address from within a sector where frugality can be praised over success, and difficult to understand from without. This post is designed to help bridge that gap by offering some insight for the people who don’t work in charities, and some digital solutions for people who do.

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