Social Media, Not a Baby Anymore

by Lola Rain, Director of Social Media for Eskaton

Social media matured significantly between 2015 and 2016. Experts emphasize building community engagement strategies using new technologies to measure success and deliver better ROI. This year’s trends are around hyper-focused, relevant content delivered to the right audiences. The most important Key Performance Indicators (KPIs) include time spent watching videos, shares and comments. Companies must deliver content to where the people are already engaged. Consumers are now smarter and trust rich, engaging content over advertising.

During a February 2015 Social Media Summit in Las Vegas, people from around the country called themselves “Pioneers”. They shared metrics along with internal and external barriers to launching strategies and campaigns. By March 2016, the NYC Digital Marketing Innovation Summit was dominated by global attendees discussing social media success.

The contrast between 2015 and 2016 in this sector is mind blowing. Social media now falls deep into the “digital marketing” category and is no longer a standalone. Every online component is now integrated. The user moves seamlessly between platforms completely unaware if they are on a social site, a webpage or in an app. The fact is, today, 60% of consumers use smart phones and most digital consumption happens within apps says Scott Stanchak of The New York Times. No longer are marketers focused on the form factor of the device, they should be focused on the content delivery and the end-user experience.

With 40 minutes a day spent on Youtube by the average mobile user, and 41,000 Facebook posts per second across the globe, social media consumers have blossomed into everyday media moguls and peer influencers. Because of this consumption and influence every digital marketing strategy must include social. But social media is no longer a free way of advertising. AdAge predicts 2017 will be the first year digital marketing dollars will exceed TV advertising.

60% of users are now on mobile

The top three reasons someone selects one brand over another are:

#1 Access to detailed information – People will go to four websites on average looking for detailed information. They will even pull out their phones while standing in a business to get more information.

#2 Online reviews – The number one reason a person recommends a company is because of outstanding service; 90% of people believe recommendations over advertising.

#3 Price – Price is not the top objection, especially when competitively priced.

 

2016 TRENDS

  1. It’s the year of the video. Facebook changed the rules with instant watching. It’s not all about Youtube anymore. There are many video platforms now and videos should be developed to scale over all platforms.
  2. Social has aged up. Older audiences are now average users.
  3. Live streaming is growing. MeerKat and Periscope have changed the landscape.
  4. Blogs are more relevant than ever. Content drives decision making. Articles must be engaging and emotional. Blogs make it easy to publish articles and other content in a timely manner.
  5. Paid influencers are declining. Influencers are everyday people.
  6. Facebook’s Instant Articles now allows anyone to publish interactive articles quickly.

 What type of content is being utilized?

81% Articles          76% Videos        62% Infographics      61% Webinars   22% Podcasts*

*Podcasts are being underutilized

Key Takeaways from 2016 Digital Marketing Innovations Summit NYC

  • “Social is the fuel of the new marketing engine,” said Tami Cannizzaro from Ebay marketing.
  • 70% of Tweets go unanswered. Not answering a Tweet is like leaving a caller on hold. (Ebay)
  • Social media has moved to a pay to play format in just 2 years. Companies pay for written content, sponsored content and influencers.
  • CMOs are investing in social marketing with budgets and staff.
  • Understand how your content is being engaged with. “Sharing at the end of the day is the ultimate KPI,” says Ken Nelson, Odyssey’s Chief Strategy Officer.
  • “Build brand and earn your [online] citizenship at the same time,” said Alexander Chung, BuzzFeed. Co-exist traditional advertising with new Internet communities.
  • “If you don’t have something worth sharing, it isn’t going to go anywhere,” said Chung.
  • Make small bets with lean production, share as an insider (not outsider) and create a feedback loop for learning. Test, fail, test. Let data drive content.
  • 73% of consumers prefer to get content from articles not ads. (Time Inc.)
  • “There is no such thing as good content. There is only content in context,” said content strategist Melanie Deziel (@mdeziel), formerly of NYT and Huffington Post.
  • The funnel does not dictate the path to purchase.
  • Master the emotion, not product conversation.
  • Know your audience: Where do they hang out and who do they trust? We have so much detailed info about customers, but what drives them? How do they use content?

Kids Connection Visits Care Center

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“My kids love the experience,” said a student’s parent. “They get a lot from Kids Connection and they learn to not fear older adults.” Mrs. Hogerheide, from Twin Rivers school district, brings her 3rd graders to Eskaton Care Center Greenhaven every other month.

When the kids come into the room, you can see the energy change. The students shift the mood of the seniors who live here. The choreographed dance to the song “Stitches” by Shawn Mendes brought smiles residents and you could see them bobbing their heads to the music.

The students interviewed thesenior theywere partnered with and learned details from their younger years. “What did you want to do when you grew up?” asked one child. “I wanted to get married,” said a Tina, a resident at Greenhaven.

After reading together and doing an art and craft, the kids took their “buddies” for a ride around the gardens of the community. Ron showed off the Therapeutic garden before everyone headed in for lunch. The residents were happy with their visit and look forward to the next time they get to see their buddies.

The Bangkok Effect: Part 1

There is something so exciting about taking a vacation. You dream about it for months. Time passes quickly. The day is almost here. It’s the night before the flight, you get jittery. You get in a fight with your boyfriend because you are traveling across the world alone.

The plan ride has its ups and downs. There you are standing in an airport, in a foreign town or foreign country. Let the fun begin!

The song plays in your head. All these years, you have sang the song: “One night in Bangkok and…” you don’t even know all the words. But there you are standing in Bangkok. A place you never really wanted to go. A place that you had wished lived on forever in that song, and in that movie. That funny movie with that really hot guy with the nice hair.

But you can’t go back now. All you can do is smile, and play that song on your phone over and over again hoping that it comes true. Just one night. Just one of the twelve nights you are there. Please Lord, just make one night worth the flight across the planet.

“One night in Bangkok and the world’s your oyster
The bars are temples but the pearls ain’t free
You’ll find a God in every golden cloister
And if you’re lucky then the God’s a she
I can feel an angel sliding up to me”
Listen to the song by Murray Head

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Lola traveled to Bangkok in November 2015 to see her 23 year old daughter Cherry and meet Hom, her daughter’s Thai boyfriend seen here in a Tooktook.

Wisdom Captured: Delores and Lorraine

Dolores, 83, and Lorraine, 80, eagerly await the arrival of their friend Rosie. The threesome were neighbors in Grass Valley for nearly 15 years. Five years ago Dolores moved to Eskaton Roseville Manor to live closer to two of her children in Citrus Heights. A few months ago Lorraine joined her. “I missed her so much,” said Lorraine. “I’m happy with one good friend, but I have two.” Rosie moves in soon.

Eskaton Roseville Manor is an affordable apartment community offering rental assistance for older adults with limited resources.

After raising three children and volunteering as an arts and crafts teacher, Dolores went to work in a retirement community for nine years. She started as a prep cook and worked her way up to assistant administrator. She remembers the training she received to work with seniors. “I know how to be with older people,” said Delores who now lives with limited version and hearing. Read more>

Ghost Writer: Have you written your autobiography?

Eskaton Grass Valley

Sitting down to write a book is a daunting task. I tried once, but gave up after a few hours when I got stuck on page three. When I met 93-year-old LaVonne Amaral, I was in awe when she told me about her autobiography: What a Wonderful Life. It’s a three part series of ancestry as well as life raising her family in Nevada County.

As you age, the urge to write down memories becomes greater. It’s the feeling of wanting to leave a legacy to the world and not be forgotten. As Lavonne approached her 80s, her husband’s health wasn’t what is used to be, so she took on the task of writing down all their memories. She and her husband documented both their families’ heritage. They captured an abundance of meaningful stories. She completed her first draft in 2006, seven years after she first began. The editing process took another six years. Read more>

Ghost Writer: For Love and Chocolate

It was my pleasure for a year to be a ghost writer for one Eskaton’s leaders. My voice and his voice became one.

Love, no matter what age you are, is one of the strongest, most beneficial emotions you can have. Love comes in many forms. Love for your pet Yorkie. Love of playing bridge with your friends. Love for your new grand baby. Love of your new partner, or a spouse of 40 plus years. Love produces positive emotions, helps you fight disease and live longer.

With Valentine’s Day now in the rearview mirror, I reflect on the ways people around me tell each other “I love you.” The sweet little peck on the check. Holding hands in public. Hugs. Lots of hugs. In fact, hugging and touching produce a chemical in the brain called oxytocin. According to multiple studies, hugs are a natural stress reliever and can help lower blood pressure.

Last week, while opening the traditional red, heart shape box of chocolate from my mom, I couldn’t help but wonder why this sweet treat is synonymous with love. It’s filled with sugar and nougat. I don’t even know what nougat is made from so it can’t possibly be good for me. Plus, I never eat more than one or two pieces after breaking them all open just to find the ones filled with caramel and nuts. I was shocked recently to find out this box of chocolate is more than a token of love. It has history and health benefits. Read more>

Disruptive Bee Keeper Technology Makes Finalist in Venture Capital Contest

by Lola Rain

SACRAMENTO, CA – June 26, 2014– HiveLogger, selected as a finalist in the Velocity Venture Capitalist Entrepreneur competition, addresses the honey bee depletion crisis discussed by the USDA and President Obama. The USDA reports Colony Collapse Disorder is the cause for a dramatic decline in the bee population. President Obama recently directed government agencies to take steps to protect pollinators, including the honey bee. Bee depletion impacts our food supply due to agriculture’s dependence on healthy bees for pollinating crops. National Pollinators week, which just concluded, brought this crisis to the forefront of news and social media.

In California, the almond industry depends on bee pollination for its $500 Million in revenue. The bee keeping pollination services nationwide are valued over $16 Billion, $5.5 Billion in California alone making our state one of the largest users of bees.

The California State Assembly addressed the needs to tackle this depletion crisis as: Actionable reporting, pro-active communication, collaborative evaluation, and regulatory oversight. HiveLogger uses this methodology in its smart sensor solution for bee keepers to build and maintain healthy colonies. This disruptive technology uses a combination of data analytics software and smart sensors in the hive that captures quantitative, verifiable data that is easily shared for collaboration. The sensors let bee keepers know what is happening inside the hive to evaluate bee performance and health from anywhere at any time, saving hours of drive time to colonies that are hired out across the state.

The number of votes HiveLogger receives during this stage of the contest will determine if it moves forward in the Entrepreneurs Showcase at Velocity Venture Capital in Folsom. To view the HiveLogger video, visit https://www.youtube.com/watch?v=MniFOpO3jws.

For more information visit www.hivelogger.com or contact Stephen Engel at cybrk@hivelogger.com.

 

About Velocity VC Entrepreneurs Showcase

For over 15 years Velocity Venture Capital has been igniting, educating, and capitalizing technology entrepreneurs in the Sacramento region. Velocity VC helps turn ideas into successful businesses. The fifth annual Entrepreneurs Showcase identifies local start-ups with the most innovative technology in Security, Medical, Energy, and Education. Out of the 23 finalists only ten will be awarded entrance in the 2014 Fall Velocity Boot Camp. Winners will be announced in August. For more information, contact Gary Simon at gary.simon@entrepreneurscampus.org.