What Facebook’s War on Ad Blockers Signals for Digital

What Facebook’s War on Ad Blockers Signals for Digital

By Jack Holt, Mattr CEO (Originally posted on Medium) Recently the New Yorker reported on Facebook’s real reason for ending the peace between ad blockers and publishers. But instead of a crushing, Soviet-like strategic salvo, this latest offensive in the war on consumer happiness is more like a roll-up play in Senior and Assisted Living properties. On second thought, maybe it is very Soviet-like; it’s one big place where the brand voice will go to die. The News: Apple’s mobile ad blockers, which have earned a lot of attention, work only on Safari’s mobile browser. But Apple’s entire mobile platform is built on closed-system apps, not Web-based sites. Ads served within these apps cannot be blocked by anything, not even Apple’s own ad blockers. And the Payoff: It’s not a coincidence, either, that Apple makes money from apps through both sales and advertising, while it earns nothing from its mobile browser. But publishers, even those with enormous resources such as Facebook, can’t keep this up much longer: Youngs do not trust the brand voice. Click-throughs depend on some constant of this trust to achieve their dismal yield. Reference Andrew Chen’s famous “Law of Shitty Clickthroughs” which hypothesizes that, once a new platform or tricky ad tactic loses its novelty, others show up to pump the click-through percentage back up, in a never-ending cycle. But Chen’s hypothesis assumes that next generations of consumers will behave as did the previous. That the variable of brand-voice trust will remain constant. As they say, “history repeats itself — but never in the same way.” Accordingly, new technology, that unknown responsible for continental shifts in our behavior/society,...
Podcast: Show Me the Data with Matt Mullican

Podcast: Show Me the Data with Matt Mullican

http://feeds.soundcloud.com/stream/271672785-and-it-is-amazing-show-me-the-data-with-matt-mullican.mp3Podcast: Play in new window | Download Host: Kyle Leach, Mattr Guest: Matt Mullican, Data Scientist at Mattr Show Me the Data Behind the Influencers In Episode 3 of our ‘And It Is Amazing’ podcast, Matt Mullican discusses the data behind the best online influencers. He shares compelling info and quantifiable metrics pulled from the top-engaged travel influencers in the Mattr app. He points out that the data team at Mattr processes and analyzes over 15 million social posts a day to accurately measure these unique metrics, including engagement metrics.   “The top engaged posts rarely repurpose content taken from other channels or other influencers.”   In this episode, Matt shares: The quantifiable metrics Mattr analyzes and discovers about an influencer, including when they’re most active and their top interests What commonalities Mattr sees in the top-engaged posts of the top travel influencers Engagement anlyses and observations for macro, mid and micro influencers Why as an influencer, you would want to actively engage with followers, simply provide content to them, or both– in order to increase your engagement Running time 5:13 Be sure to subscribe to us and review us on...
Reach Does Not Determine an Influencer’s Worth

Reach Does Not Determine an Influencer’s Worth

Last month, an article was published on AdWeek about the worth of influencers’ social posts. It focused largely on female celebrities, mentioning that the top six influencers currently are Selena Gomez, Rihanna, Beyonce, Taylor Swift, and Kendall and Kylie Jenner. These six women were deemed the top influencers by D’Marie Analytics, a social measurement company, which also found Gomez to be the most influential, with individual social posts worth up to $550,000 each. That’s right. One 140-character tweet or one Instagram selfie from Gomez could cost a brand a whopping $550,000. Where did the $550,000 figure come from? Frank Spadafora, CEO of D’Marie Analytics describes the methodology: “This valuation is based on D’Marie’s algorithm which measures 56 metrics including followers, post frequency, engagement, quality of post, click-thru and potential to create sales conversions from her social content.” Applying 56 metrics to the figure seems like sound reasoning. That’s a lot of data! But is it the right data? We’re curious how much weight was placed on follower count. If it’s heavily weighted, then it makes sense that the six celebs would be considered top influencers. After all, someone with an extremely high follower count definitely has the reach to claim influence. However, a high follower count does not necessarily mean more engagement or more click thrus. In fact, the more trust and authenticity that is shown to an audience, the more potential there is for sales conversion. It could be argued that big name celebrities, whom regular people don’t always view with trust and authenticity, don’t necessarily increase the likelihood of sales conversions. And are celebrity followers qualified leads?...
How Influencer Marketing Supports Sustainability

How Influencer Marketing Supports Sustainability

(Originally posted in Conscious Connection Magazine) Climate change, resource depletion, and consumption increase, are all sustainability issues caused by human actions and habits. Over the last decade, the concerns of what may happen to our planet as a result of these actions, and how future generations could be affected, have escalated to the point where individual people and organizations alike are realizing there’s a need for change in order to stem some of the damage that has been done. As sustainability concerns continue to grow, more and more businesses are looking for proactive ways to do more than simply acknowledge a need for change, and instead become change agents themselves. Living Out Your CSR Program All brands, large and small, old and new, must go beyond the special events and messaging that make up their corporate social responsibility programs and actually live out sustainability as an inherent day-to-day aspect of their business. The recycling bins around the office are great, as are the nonprofits you support annually with volunteer days and philanthropic contributions; but how many businesses, and to take it even further, how many employees, are living out the messages and values dispersed in your CSR guide every day? If prospects and customers look at your business from a more operational aspect, how sustainable would they say you are? Have you eliminated all paper from your operations and moved to digital communications? Whether it’s on-premise or off site and hosted by a third party, do you know how efficient your data center is? Have efforts been made to minimize power consumption? If prospects and customers look at your...
Podcast: Up Your Game, Increase Your Influence with America Y’all

Podcast: Up Your Game, Increase Your Influence with America Y’all

http://feeds.soundcloud.com/stream/271591050-and-it-is-amazing-up-your-game-with-jeremy-pawlowski.mp3Podcast: Play in new window | Download Host: Kyle Leach, Mattr Guest: Jeremy Pawlowski, travel influencer/ blogger for America Y’all Up Your Game to Increase Your Influence In Episode 2 of our ‘And It Is Amazing’ podcast, Jeremy Pawlowski shares how he began his accidental journey of becoming a travel influencer in our very own Austin, TX by exploring state parks. Today, his Instagram page has close to 18,000 followers! Jeremy’s discussion emphasizes how influencers should target a specific niche for influence, and then build content and visuals around that niche to help build that influence into a brand. “If you’re end goal is to be an influencer, pick a theme.”   In this episode, Jeremy shares: How he chooses where to go next to help promote his travel influence What his favorite social platforms are for travel posts Some of his best practices for taking travel pictures How important listening to his audience is when trying to build his travel brand Why picking a theme is important if you want to build your own influence Running time 6:13 Be sure to subscribe to us and review us on...