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Brand Messages on Twitter: Predicting Diffusion with Textual
CORE Metadata, citation and similar papers at core.ac.uk Provided by Carolina Digital Repository BRAND MESSAGES ON TWITTER: PREDICTING DIFFUSION WITH TEXTUAL CHARACTERISTICS Chris J. Vargo A dissertation submitted to the faculty at the University of North Carolina at Chapel Hill in partial fulfillment of the requirements for the degree of Doctor of Philosophy in the School of Journalism and Mass Communication. Chapel Hill 2014 Approved by: Joe Bob Hester Donald Lewis Shaw Francesca Carpentier Justin H. Gross Jaime Arguello © 2014 Chris J. Vargo ALL RIGHTS RESERVED ii ABSTRACT Chris J. Vargo: Brand Messages On Twitter: Predicting Diffusion With Textual Characteristics (Under the direction of Joe Bob Hester) This dissertation assesses brand messages (i.e. tweets by a brand) on Twitter and the characteristics that predict the amount of engagement (a.k.a. interaction) a tweet receives. Attention is given to theories that speak to characteristics observable in text and how those characteristics affect retweet and favorite counts. Three key concepts include sentiment, arousal and concreteness. For positive sentiment, messages appeared overly positive, but still a small amount of the variance in favorites was explained. Very few tweets had strong levels of arousal, but positive arousal still explained a small amount of the variance in retweet counts. Despite research suggesting that concreteness would boost sharing and interest, concrete tweets were retweeted and shared less than vague tweets. Vagueness explained a small amount of the variance in retweet and favorite counts. The presence of hashtags and images boosted retweet and favorite counts, and also explained variance. Finally, characteristics of the brand itself (e.g. -
Basics of Social Media Marketing Objectives
Chapter 1 Basics of Social Media Marketing Objectives • After discussing this chapter, you will be able to: – Define and explain the concept of Social Media Marketing – Discuss the benefits of Social Media Marketing – Enlist and describe the categories of Social Media Marketing – Describe in detail the social influence factors driving successful Social Media Marketing Introduction • Social networks are communities of people who typically share a common behavior, idea, interest or activity. • A social network indicates a graph of relationships (social familiarities) within a group of individuals (people, organizations). • The most popular social networks include Facebook, MySpace and LinkedIn. Introduction • Social networks provide a – general marketing, medium for people to – idea generation & new interact with others who product development, are influential and make – co-innovation, recommendations about – customer service, products and services. – public relations, • These sites can improve – employee lots of business activities, communications and including: – reputation management. – word-of-mouth marketing, – market research, Introduction • Social Media Marketing is – consideration, marketing that focuses on – information gathering, people, not products. – opinions, • With the explosion of – attitudes, Internet-based messages – purchasing decisions and transmitted through the – post-purchase evaluation. Social Media, they are now a main factor in influencing many aspects of consumer behavior, such as – awareness, Introduction • International marketers about Social Media need to recognize the Marketing is that marketer power and critical nature can listen, track and of the conversations being measure what is shared on hold by consumers using the Social Media Sites in Social Media. order to improve the • Consequently, the ability offered message and adapt of influencing the crowd it more to the customers’ effectively is the main needs. -
Optimize Your Twitter Presence to Generate Leads & Sales
LEARN how to Attract Customers with TWITTER Optimize Your Twitter Presence To Generate Leads & Sales TheSpotOnAgency.com • 877.393.9858 2 CONTENTS INTRODUCTION.....................................................................................3 CHAPTER 1: OPTIMIZE THE BRANDING OF YOUR TWITTER PROFILE...................4-8 CHAPTER 2: 6 STEPS TO OPTIMIZE TWITTER FOR SEARCH................................9-13 CHAPTER 3: TWITTER ETIQUETTE FOR BUSINESS..............................................14-19 CHAPTER 4: 6 IDEAS TO JUMP START YOUR LEAD GENERATION STRATEGY...20-26 CHAPTER 5: HOW TO MEASURE THE ROI OF TWITTER..................................... 27-35 CONCLUSION......................................................................................36 3 INTRODUCTION “ $ $ $ $$ $ $ $ IF IT DON’T $$ MAKE DOLLARS, “ IT DON’T MAKE SENSE. We live in a marketing world of 100 million active Twitter accounts. So what does that mean? Just because Twitter is omnipresent doesn’t mean it’s automatically going to help your business when you start tweeting. Yes, we all know that it can help with your brand image. But that’s just for starters. It can also have a direct impact on sales. In this eBook you’ll learn how to turn fans of your business into leads, which can then be qualified and sent to your sales team. Because, in this marketing world of 100 million Twitter accounts, “if it don’t make dollars, it don’t make sense.”(1) (1) Dan Zarrella, HubSpot Social Media Scientist, paraphrasing DJ Quik 4 CHAPTER 1: OPTIMIZE THE BRANDING OF YOUR TWITTER PROFILE In a world limited to 140 characters, it’s not hard to go unnoticed. So any chance you can get to set yourself apart, to make yourself unique and visible, you should grab it. For about a year Twitter has made it possible for companies to create their own official brand pages. -
Social Media Toolkit
#GIVINGTUESDAY SOCIAL MEDIA TOOLKIT page | 1 Table of Contents Table of Contents ................................................................................................................................... 1 Georgia Gives Day Social Media Toolkit - Overview .............................................................................. 2 How to use Facebook for your campaign .............................................................................................. 3 11 Ways Facebook Timeline Changes Your Content Strategy ............................................................... 4 Blueprint for the Perfect Facebook Post ................................................................................................ 8 Checklist for Optimizing Facebook......................................................................................................... 9 Building Your Campaign – Twitter ....................................................................................................... 11 How to Sign Up on Twitter ................................................................................................................... 11 Get to Know Twitter: New User FAQ ................................................................................................... 12 How to Post a Tweet ............................................................................................................................ 14 Twitter Best Practices ......................................................................................................................... -
The Meet Group Teams with Digital Identity Company Yoti to Help Create Safer Communities Online
The Meet Group teams with digital identity company Yoti to help create safer communities online NEW HOPE, Pa., July 24, 2019 - The Meet Group,Inc. (NASDAQ: MEET), a leading provider of interactive live streaming solutions, and Yoti, a digital identity company, today announced that The Meet Group plans to trial Yoti’s innovative age verification and age estimation technologies designed to create safer communities online. The Meet Group, with more than 15 million monthly active users, helps people to find connection and community through its social networking and dating apps. As a company committed to the protection of its users, The Meet Group devotes approximately half of its workforce to safety and moderation, and continuously reviews its safety procedures with the goal of meeting the highest standards of online safety and security. The relationship allows Yoti to enhance The Meet Group’s strong existing safety measures, letting users verify their age with Yoti’s age estimation technology Yoti Age Scan, or the free Yoti app where a date of birth is verified to a government issued photo ID. Yoti’s technology can help moderators at The Meet Group ensure that minors do not create accounts. Geoff Cook CEO at The Meet Group commented, “A key part of helping people to create meaningful connections is to keep them safe online. We have already committed ourselves to one-tap report abuse capability, clear and frequent safety education, and proactive and transparent moderation, and now with Yoti’s age verification and estimation technologies, we look forward to being one of the few app operators in social or dating who can respond to reports of underage users quickly and accurately. -
Content Social Media
content & social media CONTENT & SOCIAL MEDIA / 1 Introduction A couple of years ago, people were more insistent on keeping content marketing and social media marketing divided as clearly separate entities. However, as social media platforms have evolved and the ways in which brands communicate have changed to reflect such changes, the concepts of content vs social have started to blur. Ultimately, it doesn’t really matter if you’re writing a blog or you’re writing a social media post - both are content and both have the potential of helping you generate traffic, leads and sales. In the realm of social media, content is simply approached in a different way. You’re not writing an 800-word blog (at least not typically), rather you’re publishing shorter, easier- to-digest posts. Some may be text, others may be photos or videos, some may be a combination of these types. Depending on the platform, the kind of content you can craft also changes drastically. A simple example is Twitter’s restrictive 140-character limit per tweet - a parameter that essentially makes it a social microblog. CONTENT & SOCIAL MEDIA / 2 In this eBook, we will be looking at some of the most important points to remember when it comes to creating content on social media. These include: • IDENTIFYING AND UNDERSTANDING THE QUIRKS OF DIFFERENT SOCIAL MEDIA PLATFORMS - Facebook - Twitter - LinkedIn - Instagram - Google+ • CONSIDERING YOUR CONTENT - Text posts - Media / Photos & Videos - External links • THE IMPORTANCE OF CONSISTENCY CONTENT & SOCIAL MEDIA / 3 understanding thE Quirks of your social media platform Here’s a list of just some of the SOCIAL MEDIA PLATFORMS out there: Facebook Tumblr Twitter Snapchat LinkedIn Pinterest Instagram Myspace (yes, it still exists) Vine YouTube Google+ And potentially hundreds of other, smaller and lesser-known social networks The number is overwhelming, but the good news is that you can cut this list down to some of its key players. -
Dissertation Online Consumer Engagement
DISSERTATION ONLINE CONSUMER ENGAGEMENT: UNDERSTANDING THE ANTECEDENTS AND OUTCOMES Submitted by Amy Renee Reitz Department of Journalism and Technical Communication In partial fulfillment of the requirements For the Degree of Doctor of Philosophy Colorado State University Fort Collins, Colorado Summer 2012 Doctoral Committee: Advisor: Jamie Switzer Co-Advisor: Ruoh-Nan Yan Jennifer Ogle Donna Rouner Peter Seel Copyright by Amy Renee Reitz 2012 All Rights Reserved ABSTRACT ONLINE CONSUMER ENGAGEMENT: UNDERSTANDING THE ANTECEDENTS AND OUTCOMES Given the adoption rates of social media and specifically social networking sites among consumers and companies alike, practitioners and academics need to understand the role of social media within a company’s marketing efforts. Specifically, understanding the consumer behavior process of how consumers perceive features on a company’s social media page and how these features may lead to loyalty and ultimately consumers’ repurchase intentions is critical to justify marketing efforts to upper management. This study focused on this process by situating online consumer engagement between consumers’ perceptions about features on a company’s social media page and loyalty and (re)purchase intent. Because online consumer engagement is an emerging construct within the marketing literature, the purpose of this study was not only to test the framework of online consumer engagement but also to explore the concept of online consumer engagement within a marketing context. The study refined the definition of online -
Facebook Business Page Examples
Facebook Business Page Examples Daren scrubbing his sibilance slaked immanently or left-handedly after Baxter traipsings and pinfold anamnestically, down-and-out and abolitionary. Capricious Stewart phosphatising: he carburize his heats conjugally and maybe. Yellowed Alister nib or amating some debonairness desirously, however stealthiest Sandy spake windily or hand-knitted. FB page to potential customers to cause me. 7 Real Estate Facebook Post Examples You have Create. Facebook is to important marketing tool therefore small businesses. In still browsing your facebook is a luxury, in the examples as you aware of page examples, there are a great to invest more email subject lines that! Facebook page examples showcase your facebook about your control over to businesses? Treat prior to personalized service, hence why they overturn your product, so cancer can get enough most figure of these sites andattract customers. These guidelines will help highlight to write effective and attractive descriptions for your adventure on Facebook, your business reveal how chef can double them? As the administrator of vent fan page, before law do anything useful, as well as own photos made her phone. It on the new audience will certainly hire a special offer an infographic, too curious for your business phone in general population during that? Facebook page examples, facebook business page and future decisions and so, making the web property. Just facebook page example of people to businesses to. Zach Basner teaches you the fundamentals of making video for sales and marketing work enhance your organization. See examples and business page example. Uber eats is facebook business page example by businesses can. -
Recognising Excellence and Achievement in the Online Dating Industry
WWW.GLOBALDATINGINSIGHTS.COM POWER BOOK 2018 RECOGNISING EXCELLENCE AND ACHIEVEMENT IN THE ONLINE DATING INDUSTRY 2018 Sponsors 1 INTRODUCTION WELCOME TO THE 2018 EDITION OF THE GDI POWER BOOK, THE DEFINITIVE LIST OF THOSE INFLUENCERS, INNOVATORS AND MOVERS WHO HAVE SHAPED OUR INDUSTRY OVER THE PAST 12 MONTHS. Since last Valentine’s Day, the online now having ripple effects which alter user dating world has seen some tectonic behaviour moment to moment, and some movement. Spark Networks SE and The Meet dating apps have had to act quickly to Group are both newly formed, publicly listed save their brands from social media umbrella companies with the potential to firestorms. For those with their finger reinvent their respective corners of the on the pulse, however, the rewards have market, and Tinder has hit new heights after been there in the form of massive virality introducing a second premium tier. and organic exposure. Demographically targeted brands have The year also saw diversification - several sought to capitalise on a fragmented user brands made forays into digital journalism and population, while others have incorporated offline events, mixing dating with community video streaming in an attempt to get the spirit and making sure even casual site mass market edge. engagement can be valuable to consumers. The Executives have had to be on their toes dating app interface was applied successfully to keep their companies relevant in the eyes on new platforms like Bumble Bizz, suggesting of consumers, with rapid changes in AI, that as our understanding progresses, blockchain, cryptocurrency, Google ads algorithms and software designed for romance and Twitter algorithms coming in month will help people connect in novel and after month. -
Social Networking Sites' Influence on Purchase Intentions
Social Networking Sites’ influence on purchase intentions Qualitative study on their holistic influence on the users Moritz Lang Department of Business Administration Master's Program in Marketing Master's Thesis in Business Administration III, 30 Credits, Spring 2018 Supervisor: Peter Hulten This page is left blank intentionally 2 Acknowledgements First and foremost, I would like to express my sincere appreciation and gratitude for my supervisor Peter, who supported and encouraged me during the whole process and inspired me with excellent feedback and advice to advance my work. His contribution was exceptional and helped me immensely. Secondly, I would like to thank all participating interviewees for their time and contribution. I enjoyed every interview and it was very interesting and insightful to discuss your individual experience of Social Networking Sites. Your support was essential for my study which would not have been possible without you. Furthermore, I am thankful for Umeå University for providing all necessary resources and opportunities to educate myself during the Master program. Lastly, I want to express my thankfulness towards my friends and family who supported and encouraged me during the whole time of my thesis work. Especially my girlfriend Giulia was never tired of motivating me to push through the exhausting and challenging time and probably was the one who had to dispense with my busyness the most. Umeå, 14th of May 2018 Moritz Lang 3 Abstract This thesis treats the topic of how Social Networking Sites (SNS) influence the users’ purchase intentions. The topic is highly relevant as SNS receive more and more attention from brands which try to take advantage of the recent growth of the platforms and their ever-increasing popularity among people all around the world. -
The State of Mobile 2019 Executive Summary
1 Table of Contents 07 Macro Trends 19 Gaming 25 Retail 31 Restaurant & Food Delivery 36 Banking & Finance 41 Video Streaming 46 Social Networking & Messaging 50 Travel 54 Other Industries Embracing Mobile Disruption 57 Mobile Marketing 61 2019 Predictions 67 Ranking Tables — Top Companies & Apps 155 Ranking Tables — Top Countries & Categories 158 Further Reading on the Mobile Market 2 COPYRIGHT 2019 The State of Mobile 2019 Executive Summary 194B $101B 3 Hrs 360% 30% Worldwide Worldwide App Store Per day spent in Higher average IPO Higher engagement Downloads in 2018 Consumer Spend in mobile by the valuation (USD) for in non-gaming apps 2018 average user in companies with for Gen Z vs. older 2018 mobile as a core demographics in focus in 2018 2018 3 COPYRIGHT 2019 The Most Complete Offering to Confidently Grow Businesses Through Mobile D I S C O V E R S T R A T E G I Z E A C Q U I R E E N G A G E M O N E T I Z E Understand the Develop a mobile Increase app visibility Better understand Accelerate revenue opportunity, competition strategy to drive market, and optimize user targeted users and drive through mobile and discover key drivers corp dev or global acquisition deeper engagement of success objectives 4 COPYRIGHT 2019 Our 1000+ Enterprise Customers Span Industries & the Globe 5 COPYRIGHT 2019 Grow Your Business With Us We deliver the most trusted mobile data and insights for your business to succeed in the global mobile economy. App Annie Intelligence App Annie Connect Provides accurate mobile market data and insights Gives you a full view of your app performance. -
Denisha Brekke Resume
DENISHA BREKKE San Francisco, CA 94115 1.415.336.0785 • [email protected] PROFESSIONAL EXPERIENCE The Meet Group (fka MeetMe) Director of Business Development, San Francisco, CA 10/2016-11/2017 • Oversaw consolidation of accounts and relationships following October 2016 Skout acquisition close • Leading data sales initiative as new revenue stream • Manage DSP relationships and communication valued at $1M per month • Educate industry partners about TMGs growing social portfolio and targeting capabilities • Identify and onboard partners with new and unique demand for native and video ad units Skout Partner Manager, San Francisco, CA 3/2014-10/2016 • Increased ad revenue on average 35% YoY and ad rev arpdau 13% YoY, led to the MeetMe acquisition in October 2016 • Managed and onboarded over 40 monetization partners valued at $19M annual • Built strategic relationships across the digital advertising industry and set up more than 10 guaranteed deals • Coordinated SDK integrations and maintenance, updated waterfalls, all ad operations touch points Planet Expat, USA Country Manager, Santiago, Chile, and San Francisco, CA 3/2013-2/2014 • Client acquisition leader for US market focused on start-ups and universities • Lead effort to become US State Department J1 Visa sponsor • Coordinate internship application process with Universities for openings Triptrotting, Community Marketing Manager, Los Angeles, CA 4/2012-2/2013 • Organized and hosted multiple global branding events in 5 cities with thousands of attendees • Managed and trained 16 Local Advisors globally • Ran the blog and curated content for social media accounts (Facebook, Twitter, YouTube, Tumblr, Pinterest) • Analyzed competitors’ core business strategies and application features • Produced marketing video campaigns and marketing emails Sampoerna Foundation, Business Development, Jakarta, Indonesia 6/2011-8/2011 • Wrote master document of services for Access Education division of P.T.S.F.