7 of the Most Influential Women in Digital Media Advertising

This month we celebrate Women’s History Month. Since the beginning of advertising, women have made a significant impact, whether they were recognized for their successes or not. As a female in the advertising, I look up to those women like Mary Wells Lawrence who paved the way for women in the industry. To this day, the world of advertising remains a male-dominated field. In fact, only 3% of creative leadership positions are held by women, while ironically women control 80% of consumer spending in America.

With that being said, in honor of Women’s History Month I would like to celebrate women today who are making a difference in the field of digital media advertising. You may have never heard their names, but their work more than likely impacts your day-to-day activities.

Sheryl Sandberg: Chief Operating Officer at Facebook

Woman's History Month - Sheryl Sandberg.When first joining Facebook in 2008, Sandberg’s first goal was to make it profitable. This lead to the creation of Facebook’s first advertising platform of “ads discreetly presented” and by 2010 the company become profitable. Today Sandberg oversees all of Facebook’s operations including sales, marketing, business development, human resources, public policy and communications. As a reward for her great efforts, she was invited to the board of directors. The first women on Facebook’s board.

Kim Luegers Morse: Product Consultant at LinkedIn

Woman's History Month - Kim Luegers MorseBefore landing her current position as Product Consultant at LinkedIn, Kim was the Director of Mobile and Emerging Media at Pandora. There, she was partially responsible for the company’s $100 million-plus in mobile advertising sales revenue. Currently at LinkedIn, she works to help higher education institutions leverage LinkedIn media effectively to achieve their marketing objectives. The social network, which is primarily used by business professionals world-wide, has over 300 million active monthly users (and counting.)

Susan Wojcicki: CEO at YouTube

Woman's History Month - Susan Wojcicki.Susan become Google’s 16th employee and marketing executive in 1999. She was able to license their search technology and led initial development of Google’s image search. Later on, she advanced to Vice President of Advertising & Commerce and created the advertising and analytic products offered by Google including: AdWords, AdSense, DoubleClick and Google Analytics.

Arianna Huffington: Co-Founder/Editor-In-Chief at Huffington Post

Woman's History Month - Arianna Huffington
Arianna boldly took on the world of digital media in 2005 with Huffington Post, an American online news aggregator and blog. Today, her creation has flooded our Facebook newsfeeds and Twitter timelines to become a household name with viral post after viral post. It’s likely worth an estimated $100 million.



Sara Clemens: Chief Strategy Officer at Pandora

Woman's History Month - Sara Clemens


As Chief of Strategy at Pandora, Sara works towards global expansion along with perfecting the internet radio company’s business strategy. Prior to landing her Pandora gig, Sara held leadership positons at Greylock Partners, LinkedIn and Microsoft.



Lisa Utzschneider: Senior VP, Sales, Americas at Yahoo

Woman's History Month.Lisa certainly has an impressive resume, which presumably helped her land the job as Senior Vice President at Yahoo in February of 2014. She started out as a General Sales Manager at Microsoft where for ten years she led several advertising initiatives for product development and sales. Lisa then joined Amazon in 2008 as their President of Global Advertising. As President of Global Advertising, she assumed the role of operating all of the company’s owned websites including Amazon, IMDb and DPReview. She developed long lasting sales strategies and advertising solutions for the ecommerce conglomerate.

Carolyn Everson: VP, Global Marketing Solutions at Facebook

Woman's History Month - Carolyn EversonWith previous experience from Walt Disney Imaginnering, MTV Networks and Microsoft, Carolyn brings innovation and leadership to Facebook. Her efforts have cultivated Facebook into the leader of mobile advertising. She’s responsible for growing Facebook’s ad revenue, which recently accounted for 62% of the $2.7 billion the social network made last year-not to mention mobile ad revenue alone was up 151% from the year before.



Who are the women that inspire you?

The women above represent some of the most successful digital brands in the world. Not only have they helped lay the foundation for digital media success, they continue to build up to make the internet more enjoyable and entertaining. We’d love to hear about more women who are making an impact in digital media advertising! Please leave a comment below to continue the conversation.

Taming the LinkedIn Advertising Beast

LinkedIn Advertising is a tough beast. Unlike Facebook and Twitter advertising, LinkedIn seems to have fallen behind in the “ad features” race. Because you’re limited in targeting ability, and because LinkedIn has but a fraction of the audience of Facebook or Twitter, you might wonder why it’s even worth advertising on LinkedIn at all. Here’s how I solved that dilemma.

First, don’t bother with display ads. They’re microscopic and get virtually no traction. What we’re after are Sponsored Updates, the LinkedIn equivalent of Facebook Promoted Posts. By crafting well thought out posts on your LinkedIn feed and then targeting them toward a specific audience, you can gain views, click-throughs and even LinkedIn followers en masse.

Craft your Post

First, go into your LinkedIn business page and compose an update. Be sure it has got a great accompanying image and a call to action, and make certain it links to your website. Use Google URL Builder and Google URL Shortener so you can track leads coming in from this ad. Post this update.

Sponsor It

Next, go into LinkedIn Ads and click Sponsor Content.

Name the campaign, choose the correct business page, and choose the post you just made. If you’re doing this really fast, you won’t see your post here — reload until it shows up.

Taming the LinkedIn Advertising Beast
Choose one of your most compelling LinkedIn updates.

Click Next.

Location

Choose a location. United States is a likely choice, but your client may be regional. Be as specific as you can.

Companies

Targeting by company name allows you to reach people who follow your competition. You can also target by specific industry, which is a great approach to take.

Job Title

This further segments your audience by job title, seniority, function and so on.

More Options

Target by the name of the school the person attended, the skills he or she has been tagged with, or the group the target is a member of. Segment by gender and age group.

After all these choices, be sure your target audience is large enough. Ads that reach less than 1,000 people won’t even launch. Make the target number big enough to get maximum value out of your ad. Click Next.

Cost Per Click or Cost Per Impression?

You have two choices here. For a Cost Per Click campaign, you pay when someone clicks on the ad. You want this type when website visits are crucial to the success of your campaign.

Cost per impression is a good choice for building brand awareness. You’ll pay a fixed rate for each 1,000 impressions that the ad serves. Choose this if your prime goal is having your ad seen.

Be sure your bids are above the highest bid range by 10 to 20%. You likely won’t pay this much, but you need to be able to outbid the competition if you need to. An example of a successful Cost Per Impressions ad can be seen below:

Taming the LinkedIn Advertising Beast
An example of a successful Cost Per Click ad can be seen below:

Taming the LinkedIn Advertising Beast

Finally, enter a budget and a date range, then click Launch Campaign.

Results

You’ll be able to analyze data during the ad campaign and after it’s over. Variables of measurement such as cost per click, demographics, click through rate, and so on, are provided — and you can even adjust the ad targeting parameters as you go (although you can’t edit the post itself).

Keep in mind that you may not get the click through rate as high or the cost per click as low as you would if advertising on another social-media platform. However, those clicking through from LinkedIn are often more engaged than audiences on Twitter or Facebook, especially when it comes to a B2B focus. On LinkedIn, you’re reaching professionals, and the leads you gain from a professional platform like LinkedIn should not be underestimated.

Does all that sound too complicated? Contact StrataBlue and let us handle your social media advertising needs.

Building a Better LinkedIn Summary

In our increasingly digital world, maintaining a social media presence is important. This is true in terms of our personal lives—and the workplace is no exception. LinkedIn is home to almost 313 million people online. This represents an incredible ability and opportunity to seek people out and learn more about their job-related skills and experiences for networking opportunities or for hiring purposes.

As a frequent LinkedIn user, I find the platform fairly easy to navigate through, to set-up an account and everything in between. But I feel I speak for everyone when I say that writing your LinkedIn Summary is hands down the most difficult process on LinkedIn. I see the Summary as the ultimate do-or-die first impression for someone. I may have been President of the United States, interned at Google or even hold a patent for the iPhone 7, but if those things aren’t highlighted in my summary, they won’t be immediately visible. So, for all of you users who are stumped, here are a few tips to keep in mind for creating a fool-proof LinkedIn Summary.

Never leave the Summary section blank

First and foremost, even if you are at a loss for words, don’t leave the Summary section blank. A LinkedIn profile without a Summary is like forgetting to introduce yourself or writing a paper without an introduction paragraph.

Mix it up

Avoid writing bulky paragraphs. People who visit your LinkedIn page are looking to learn more about you, not read your memoir. I suggest opening your Summary with a bold statement in the beginning. For example, open with a quote that means a lot to you, or a sentence that summarizes who you are. This is the time and place to write your elevator pitch.

Don’t be afraid to include:

  • Bullets
  • Asterisks*
  • Borders
  • Bold fonts
  • ALL CAPS
  • Lines— to — separate

The point of your summary is to engage visitors so they continue to look at your page, not bore them with useless information or brag about how awesome you are.

Take advantage of the file upload option

The ability to upload files to your Summary section is a fairly new feature on LinkedIn that everyone should use. In my personal Summary section, I have uploaded my portfolio and my resume. By uploading your resume or other relevant files to your Summary section, I believe it gives you a leg up on the competition. Not only will your Summary be engaging, but also visually appealing. Not to mention, when first applying for jobs after college, several employers commended me on my portfolio file on my LinkedIn page!

Give a call to action

A basic rule I like to follow whenever writing anything persuasive is to give a call to action at the end and your LinkedIn Summary shouldn’t be an exception. What exactly would you like the reader to do after finishing your Summary? Examples include:

  • “Feel free to contact me at [email protected]
  • “Sign up for our organization’s weekly e-newsletter for valuable advice on social media marketing.”
  • “Visit my blog for weekly tips on digital advertising.”
  • “Please connect for further networking opportunities.”

 

Don’t sell yourself short when it comes to LinkedIn summaries. Let readers know who you are by telling your story! Feel free to check me out on LinkedIn to see what my Summary section looks like.

LINKED IN BLOG

 

Do you use any of these elements in your LinkedIn Summary section? What advice do you have for writing a knock-out Summary? Let me know in the comments below!

No Time Like the Right Time: A Guide to Social Media Posting

If your social media campaign goals involve wanting your organic posts to be seen by the largest possible audience, then timing is everything. So what are the dead zones and prime times for posting to social media profiles?

Social Posting Times StrataBlue

Below is a general guide to the best social media posting times for optimum reach, along with dead zones to avoid when getting your content out through various social media platforms. Note: This information applies to the time of day for your audience, assuming the majority of your audience is in the same timezone as you.

Facebook

Prime Times: 6 to 8 a.m., 11:30 a.m. to 1:00 p.m., 3 to 9 p.m.

Dead Zone: 10 p.m.-4 a.m.

Note:

  • Here you are sure to catch the early birds, lunchtime crowds and the night owls.
  • The worst time to post is on weekends before 8 a.m. and after 8 p.m.

Twitter

Prime Times: 1 p.m. to 3 p.m.

Dead Zones:  8 p.m. to 9 a.m.

Note:

  • Avoid posting after 4 p.m. on Friday—many people have already checked out for the weekend.
  • Interestingly, according to Dan Zarrella’s research, Twitter engagement for brands is 17% higher on weekends. So while you may not receive a lot of engagement on a Friday night, be sure to schedule posts to go out on Saturday and Sunday to see how your audience responds.

Pinterest

Prime Times: 2 to 4 p.m., 8 p.m. to 1 a.m.

Dead Zones:  1 a.m. to 7 a.m., 5 to 7 p.m.

Note:

  • Peak time is Saturday mornings.
  • Weekends are the best days to post.

LinkedIn

Prime Times: 7 to 9 a.m., 5-6 p.m.

Dead Zones: 10 p.m. to  6 a.m.

Note:

  • Keep in mind LinkedIn is a professional network, so it is acceptable for your audience to be active on the network during business hours.
  • Best days include: Tuesdays, Wednesdays and Thursdays.

Instagram

Prime Times: 4 p.m. to 6 p.m.

Dead Zones:  6 a.m. to 8 a.m.

Note:

  • Sunday is the best day to post.

Google+

Prime Time: 9 a.m. to 11 a.m.

Dead Zones: 6 p.m. to 8 a.m.

Note:

  • Unlike other platforms, avoid posting in the evening.
  • The peak time is during work hours.

Keep in Mind

When it comes down to it, knowing when your brands’ fans and followers are most active on social media is key. You can learn what these times are through Facebook Insights or most social media analytics programs. You can also get a feel for what is the best time to post for your brand depending on when you get the most engagement on posts. When narrowing down your optimal times for posting, also keep in mind the demographics of your audience.

As a last piece of advice, think of what your audiences’ “downtimes” are and play off of that. Get their attention in the morning on their way to work and while they are checking their emails. Catch them during lunch time, and of course, anything after rush hour is fair game.

What times have you found work best for your social media accounts? What advice do you have for posting times? Leave your comments below!

Monetization: The Inevitable Future of Social Media

Like it or not, social media is growing up. According to MAGNA GLOBAL Advertising Forecast: 2014, social network advertising totaled $9 billion globally in 2013. As companies commit more of their budget dollars to this type of advertising and more social companies issue IPOs, the emphasis on generating new revenue streams will only increase. In a recent interview with L2, NYU Stern School of Business professor Scott Galloway was asked which platform is doing the best in terms of monetizing its audience. His answer might surprise you!

Here’s a look at some of the most prominent social platforms, along with their current and planned efforts toward monetization:

LinkedIn: Professor Galloway’s vote for “platform that has done the best job of monetizing its audience” goes to LinkedIn. He attributes this largely to the company’s diversified approach to generating revenue streams beyond the standard advertising dollars. LinkedIn’s revenue comes from a mix of recruiter tools (53%), advertising (27%) and user upgrade fees (20%).

Facebook: According to Facebook’s Investor Relations page, the company achieved 728 million daily active users worldwide in Q3 of 2013. With a projected 2013 revenue of $7 Billion, Facebook is considered by many as the leader of the pack in terms of monetization. Mobile advertising will be key for Facebook in 2014. As an example, the company’s recently introduced video ad units will begin running on mobile devices in the not-so-distant future. Also, look for the company to bring its Graph Search feature to mobile in 2014—followed shortly by advertising incorporation.

Instagram: Midway through 2013, the Facebook-owned service had a total of 16 Billion photos with 1 billion likes per day. With over 150 million monthly active users, Instagram is already starting to dip their toes in the monetization pool. On it’s blog, Instagram commented on the inevitability:

“In the next couple months, you may begin seeing an occasional ad in your Instagram feed…seeing photos and videos from brands you don’t follow will be new, so we’ll start slow. We’ll focus on delivering a small number of beautiful, high-quality photos and videos from a handful of brands…”

 

Twitter: With more than 230 million active monthly users, Twitter is on pace to nearly double 2013 revenues compared to last year. The company, however, reported a net loss of $133.9 million in the first nine months of 2013. To turn things around in 2014, Twitter will likely focus on two of its ad tools. First, Twitter will sell ads on outside apps. The company’s acquisition of MoPub, a mobile ad exchange, speaks to their goal of providing a broader reach than advertising within the Twittersphere alone. Twitter’s second push will be the expansion its international self-service ad platform—which, of course, is intended to drive international revenue growth.

What do you think the future of monetization looks like in social media? How do you think the platforms mentioned here will fare? What about others that weren’t discussed? Tweet your thoughts and predictions to @StrataBlue.

Digitally Getting Your Foot in the Door

Are you looking for employment? How many resumes and cover letters have you mailed out in the past couple of weeks? Are you confident that two pieces of paper can accurately portray everything you have accomplished?

With unemployment at 7%, it’s time to start thinking outside the box! You need to find a way to separate yourself from everyone else applying for those positions. Have you tried using social media to help you get your foot in the door? I’m not just talking about updating your LinkedIn page (although that should be done). Facebook and Twitter are two other great resources for your job search process, but those two platforms can also turn off a potential employer depending on how you are perceived.

So how do you leverage social media to help you land your dream job?

  1. Change your Facebook profile security setting to private. Make sure that only your friends can see your information.
  2. Update all your social media platforms with your current information.
  3. Make sure all profile photos are of you in a professional appearance. A potential hiring manager doesn’t need to see pictures of your wild nights out at the bars.
  4. Let your friends and followers know you are looking for a job. Check their information, see what companies your friends work for and if they are hiring. It never hurts to inquire about companies that interest you!
  5. Have a link to your resume on every platform. If LinkedIn feels too formal for some platforms, create an about.me page and put links to that in your social media. It’s more informal and fun but also an easy way for people to learn about you.
  6. Be active on LinkedIn. Having a page is one thing but joining groups and discussions is very helpful. Not only will you be able to network more efficiently, but you will probably learn a few things about your industry as well!
  7. Follow any company you are interested in on Twitter. You can interact with that company, retweet things you find interesting and get a better feel for what their culture is like.
  8. Search for relevant hashtags that pertain to your industry. Follow those hashtags, interact with people in your field and show that you know what you’re talking about!
  9. Start a blog to showcase your expertise and be sure you have links to it on all your profiles as well. This will give you good material to use during an interview, and maybe a company will come across it and seek you out as well!
  10. Consistently tweet about your industry and ask questions to experts using relevant hashtags.

It might sound vain, but Google your name and see what comes up. If you don’t like it, you better fix it. A hiring manager will be doing the same thing and if you don’t like it, chances are that they won’t either and you just saved them time by taking yourself out of consideration for the job.

Whether or not you actively use social media to search for a job, a hiring manager will be using it to screen potential candidates. Put your best foot forward…digitally!

LinkedIn Gets a Virtual Makeover

You’ve heard it before: visual content rules in social media. Following suit, LinkedIn has received a virtual makeover!

If you’re in a visual profession, such as photography or design, this new feature might spark your interest. Users can now add visual content such as photos, videos or presentations to their profiles, turning bland resumes into eye-catching displays of accomplishments and merit. No two people are alike, so why not show that no two employees are the same? Make our LinkedIn profile unique with these simple steps.

Want to add visual content? Here’s how. First, click “edit” on your profile.

In the Summary, Experience and Education sections of your profile, you will see a new icon that allows you to add media. You can choose to upload a file or link to your work and add a title/description to these. If you’re using a link instead of an upload, make sure that it is a link to a public URL because LinkedIn doesn’t support blogs. You can learn more about approved providers and content types for work samples here from LinkedIn.

Don’t worry if you don’t see this icon yet, don’t worry. This new feature started rolling out on May 1 and is making its way to your account. When adding visuals to your LinkedIn account, keep in mind that this isn’t Facebook or Instagram, these pictures and videos should be professional and used for job-recruiting purposes.

Do you think that LinkedIn’s new tool is useful? Will you use it to give yourself a competitive edge?