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Instapaper: Wednesday, Feb. 6

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Keep in mind: social needs to be baked into marketing. It won?t need to ?separate? soon.
Instapaper: Wednesday, Feb. 6 - Instapaper - Your Highlight Location 405-406 | Added on Sunday, 21 April 13 16:58:03
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Facebook is an interest graph. Twitter is a conversation graph.
Instapaper: Wednesday, Feb. 6 - Instapaper - Your Highlight Location 405-405 | Added on Sunday, 21 April 13 16:57:20
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We start with what we call ?one big, fat, fertile idea?. If you start with that at the centre, it can flow down through all other platforms.
Instapaper: Wednesday, Feb. 6 - Instapaper - Your Highlight Location 401-402 | Added on Sunday, 21 April 13 16:55:37
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Coke?s marketing content always follows two basic principles ? it has to be both liquid and linked. Liquid refers to the fact that the content needs to flexible and able to filter down through all areas of the brand?s marketing activities, but it also needs to be linked together.
Instapaper: Wednesday, Feb. 6 - Instapaper - Your Highlight Location 399-401 | Added on Sunday, 21 April 13 16:55:30
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The more detailed information you have, the more detailed your segmentation becomes, which in turn will have a massive impact on your conversion rate.
Instapaper: Wednesday, Feb. 6 - Instapaper - Your Highlight Location 397-398 | Added on Sunday, 21 April 13 16:55:10
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If you?re going to work hard innovating and raising the ceiling, you need to dedicate just as much time in getting the fundamentals in place. The more you innovate, the more you need to fix the basics.
Instapaper: Wednesday, Feb. 6 - Instapaper - Your Highlight Location 388-389 | Added on Sunday, 21 April 13 16:53:17
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Brands tend to grossly overestimate how much time people are willing to give them. New forms of digital media have to be easy to access and understand, and effortless to act upon.
Instapaper: Wednesday, Feb. 6 - Instapaper - Your Highlight Location 387-388 | Added on Sunday, 21 April 13 16:52:15
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Coupons are highly viral pieces of content, with ability to track the shares. Couponing and discounting have always been invaluable tools, but the real gold is in earned rewards. It?s infinitely more engaging.
Instapaper: Wednesday, Feb. 6 - Instapaper - Your Highlight Location 382-384 | Added on Sunday, 21 April 13 16:51:29
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Track where people are sharing and what networks they are converting on. Targeted ads should drive people to targeted content.
Instapaper: Wednesday, Feb. 6 - Instapaper - Your Highlight Location 380-381 | Added on Sunday, 21 April 13 16:51:13
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build your influencers by giving them content to share.
Instapaper: Wednesday, Feb. 6 - Instapaper - Your Highlight Location 379-380 | Added on Sunday, 21 April 13 16:51:06
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If a metric doesn?t help you drive decisions, forget the metric.
Instapaper: Wednesday, Feb. 6 - Instapaper - Your Highlight Location 381-381 | Added on Sunday, 21 April 13 16:50:55
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Social logins are more and more critical for retail - they help connect web and mobile. 
Instapaper: Wednesday, Feb. 6 - Instapaper - Your Highlight Location 378-379 | Added on Sunday, 21 April 13 16:50:45
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Biggest piece of advice for retailers in 2013? Implement personalisation practices on your website. Instead of trying to sell things to people on Facebook, use it as a source of data for personalisation.
Instapaper: Wednesday, Feb. 6 - Instapaper - Your Highlight Location 376-378 | Added on Sunday, 21 April 13 16:50:31
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Macy?s CEO says every dollar of online sales equals almost $6 offline.
Instapaper: Wednesday, Feb. 6 - Instapaper - Your Highlight Location 375-376 | Added on Sunday, 21 April 13 16:50:23
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Metrics are only as good as your ability to ask great questions.
Instapaper: Wednesday, Feb. 6 - Instapaper - Your Highlight Location 374-375 | Added on Sunday, 21 April 13 16:50:07
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Allocate adequate resource to monitor and respond,whilst managing audience expectations. At first direct we have three staff members monitoring our social media and online customer forums 24hrs a day running in shifts, and we make our customers fully aware of that.   Of course, this isn?t practical for every business, but the most important thing is to establish the response period and make your audience aware of it. It?s fine to say that social properties will only be manned within office hours, as long as you make it clear that this is the case.
Instapaper: Wednesday, Feb. 6 - Instapaper - Your Highlight Location 337-341 | Added on Sunday, 21 April 13 16:46:58
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a ?pull out? plan? You?re not doing this with the intention of closing down your social properties but the risk team will want to know you?ve thought about how to get out of there before they sign off on your idea.
Instapaper: Wednesday, Feb. 6 - Instapaper - Your Highlight Location 330-332 | Added on Sunday, 21 April 13 16:46:16
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If you?re going to open up a new channel through which people can engage with you, there has to be an acknowledgement that customers may try to seek answers from you though it. Establish some ground rules with customer service teams as to how you might handle this. They will probably want to know the level of inbound queries to expect and this isn?t too hard to predict ? use a free monitoring service to understand how many people are talking about your brand, then look at the goals you?ve set for your campaign, this should give you a good idea of the extent to which you want to increase the level of conversation.
Instapaper: Wednesday, Feb. 6 - Instapaper - Your Highlight Location 326-330 | Added on Sunday, 21 April 13 16:45:47
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Gregory Ciotti is the founder of Sparring Mind, the blog that takes psychology + content marketing and makes them play nice together. Download his free e-Book on ?Conversion Psychology? if you?d like more information!
Instapaper: Wednesday, Feb. 6 - Instapaper - Your Highlight Location 262-264 | Added on Sunday, 21 April 13 16:38:16
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5. The Price Perception: Context Matters In a pricing experiment conducted by Richard Thaler, two scenarios were tested for a relatively mundane exercise: buying a friend a beer on the beach. In the first scenario, the participant was asked by a friend if he wanted a beer, and it was specified that the beer was going to be bought by the local rundown grocery store. In the second scenario, the beer was going to be purchased by the nearby posh hotel. Keep in mind the interior of the hotel had nothing to do with the results, the beer was to be imbibed on the beach. Thaler concluded that it simply strikes people as being unfair that they should pay the same for both places, even though the beer itself is exactly the same. One might also recall the case study from Robert Cialdini?s ?Influence?, where is discusses how a local jeweler managed to sell out of turquoise jewelry because it was accidentally priced at double its initial price, instead of half (which is the price she had intended). The inflated price now made the jewelry irresistible to buyers, who had before ignored the color over all others (which was the initial reason for the intended price cut). Now that the price had been raised, the context of turquoise jewelry had a ?high value? in the buyer?s minds, even without an explanation! When it comes to price, priming is also heavily influential: a $60 dinner doesn?t sound so bad when anchored next to a $300 dinner. Similarly, the best way to sell a $3,000 suite is to put it next to a $10,000 suite! Even if you don?t intend to make a large sales volume from premium items, their presence alone can help the anchoring effect take hold and increase conversions on the product you are really aiming to sell en masse.
Instapaper: Wednesday, Feb. 6 - Instapaper - Your Highlight Location 245-260 | Added on Sunday, 21 April 13 16:38:03
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