On Wednesday Twitter announced a partnership with Comcast which will allow users to tune into a TV show directly from a Tweet they see online. This feature, called See It, will give Comcast Xfinity TV customers in the US the ability to do several things in response to viewing a tweet, such as change the channel, set the DVR and play a show On Demand or add it to the On Demand queue. They could also use the feature to tune in and watch the show online or on their mobile devices.
The feature, which will debut in the US in November for Comcast Xfinity TV users, is capitalising on the way in which many Twitter users use the site to host real-time conversations about television shows, quite often while the programme is live on air. See It will therefore provide the option to link directly to the TV programme which is being discussed online so you too will be able to understand and contribute to the discussions that are going on. This hopes to create a more integrated approach between television and social media.
The Chairman and CEO of Comcast Corporation, Brian Roberts, commented that "See It is a simple yet powerful feature that creates an instant online remote control. Comcast is taking a leap forward in social TV by enabling Twitter users to more easily find and view the shows they want to watch and discover new shows. Twitter complements the live viewing experience and is an ideal partner for Comcast and NBCUniversal."
9 Great Free eBooks and Guides from Industry Leaders including Oracle, IBM, Citrix, JanRain, SalesForce, Brainshark and others – Here are some topnotch eBooks. Hurry to get them because these downloads are only available in limited numbers.
1. FROM SOCIAL MEDIA HYPE TO MARKETING: 3 Steps toward Building Stronger Customer Relationships - 48 percent of marketers admit that their social media marketing efforts are totally siloed, frustrating their attempts to create richer customer relationships.
• Hit-or-miss tactical campaigns that do not contribute to a top-line marketing strategy
• Continued reliance on brand and mass-marketing techniques less relevant to today's content-sharing culture
• Most importantly—failure to deliver a clear marketing return on social media efforts
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2. MARKETING SURVIVAL 101: The Art of Repurposing Content - This white paper will provide an inside look at how leading marketers are reaching more prospects by repurposing existing content and delivering it in a creative, targeted and measurable format that fuels successful lead generation—while also saving time and money.
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3. PUBLISH OR PERISH: Brands as Publishers - Storytelling has been around forever, but businesses today need to capitalize on a variety of new tools to tell their brand stories in the most compelling ways possible. To reach today's audiences, businesses must incorporate video into marketing communications and distribute multimedia content across social platforms.
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Content marketing is all the rage. Little wonder, given that social media is only growing in importance, and brands need content to engage fans in that environment.
So how effective has content marketing been thus far? CMO.com did some research for the answer. Here's what we've found:
1. B2B content marketers in North America are making strides: 42 percent consider themselves effective, up from 36 percent last year.
2. Forty-four percent of B2B content marketers have a documented content strategy, and 73 percent have a person who oversees content marketing strategy.
3. Only 10 to 20 percent of a company's Web site content drives 90 percent of its Web traffic, and only half a percent of a Web site's content drives more than 50 percent of its traffic.
4. Nearly three-quarters (73 percent) of digital marketers agree that "brands are becoming publishers."
5. Increased engagement is the most commonly cited objective for content marketers, with 52 percent of in-house marketers and 58 percent of agency marketers listing it as one of their top three business objectives.
The CMO's average tenure has almost doubled during the past nine years. But it's still much shorter than that of the CEO and CIO.
Indeed, many CMOs come and go. Some decide to move on for greener pastures; others crash and burn. Don't be the latter. Rather than fall prey to misplaced expectations and relentless change, break free by using your skills and talents to harness and direct the power of change. Let's become change agents who drive profitable business growth, i.e., Chief Growth Officers.
Following are five ways CMOs can expand their influence and impact, straight from my career.
1. Market yourself: Our jobs are to market our companies, our brands, and our products, but what about ourselves? Being a great CMO means facing out to the market and keeping one's "finger on the pulse" of the customer at all times. But what about facing in? Years ago I began to evangelize my capabilities and how I was contributing to the business. Yes, it takes time, but you have to do it. One way to spread the word about yourself and marketing's broad capabilities is to ask trusted colleagues to speak for you and for the importance of the CMO role to the business. You know how to get customers to speak for your brand--it's the same difference.
Monitoring tools help companies track and follow up on what consumers are saying on social
A new eMarketer report takes a look at best practices for brands dealing with negative social media buzz, creating a roadmap to response before, during and after a crisis of any size.
The new report, "Dealing with Negative Buzz on Social Media," analyzes findings from dozens of third-party research providers and interviews with industry executives, exploring key concerns, including:
- What can kick off negative buzz about a company on social media—and how do different types of negative situations require different responses?
- What tools, tactics and strategies can brands use to handle negative buzz on social sites?
- What role do social media monitoring and listening tools play in handling negative buzz?
"With social media playing a major role in consumers' lives and their relationships with brands, this issue is not going away," notes eMarketer. "But the good news is that there are new tools and techniques for companies to take advantage and use social to prepare for, respond to and fix negative situations on social media sites."
Forty-six percent of internet users vented frustration at a company via social media according to a 2012 American Express Survey. Despite that fact, a 2012 Weber Shandwick study showed that only 40% of senior corporate communications professionals worldwide felt that their companies were prepared to deal with a social-media-based threat.
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