In an interview with CNBC-TV18, Satpal Arora, MD of Tourism Finance Corporation of India (TFCI), talked about the state of business and the outlook ahead.

Tarun Katial, CEO, ZEE5 shares insights into the kind of content Indians have been consuming during lockdown and how the entertainment industry has managed work from home

ICICI Bank#39;s asset quality is also expected to improve in the March quarter on account of write-offs.

Between stay-at-home orders and the manic Minnesota weather, I’ve found myself at home for the last four weeks looking for something, really anything, to occupy time. One can only take so many walks in a day. Naturally, I turn to YouTube, Netflix, Hulu, Amazon Prime, Disney+ and all of the other video streaming sites for entertainment.

As a marketer, this makes me wonder what those streaming sites are seeing in their analytics. Obviously, views must be up by an unbelievable amount. But, what about engagement? How many people are completing the videos they start? Are they watching more? Unless it’s Tiger King, the answer is unknown (it’s impossible to look away from Tiger King). But those streaming sites aren’t the only ones that might have some fascinating new data to look at.

Social sites and YouTube provide a host of different metrics and analytics options. While each data point serves a purpose, there are a few key performance indicators (KPIs) that are more important to track to better understand your audience and improve content performance.

Video Analytics and Content Benchmarks

A recent study from video streaming site Vidyard established some useful benchmarks for video content:

• 52% of viewers watch a video all the way through
• 68% will watch the entire video if it’s less than 60 seconds
• 25% will finish a video if it’s more than 20 minutes

The same study found that the most common business-created videos are webinars, demos and social media videos, and are most likely to be published on websites, social media and YouTube.

Of course, these benchmarks will vary by audience, by industry, by the light of the silvery moon — basically, take them as a starting point and customize from there. Here’s the process we recommend.

Using Video Analytics to Optimize Your Video Content

1 — Use Demographics to Understand Your Audience

The first step to increasing content engagement and effectiveness is to gain a better understanding of your audience. To do that, it’s critical to monitor demographic data in your video analytics platform. Most will give you basic demographic data, like location, age, language and device use. Some will give you user interest data, income estimates and even company data.

Knowing this information helps you create more relevant content. For example, if you find that your audience primarily speaks English, but there is a growing subset of French speakers accessing your videos on mobile devices, you might want to consider adding French caption options for mobile users.

If you see an increase in viewers from a specific geographic area, you will want to look at the analytics for that region to determine what content is attracting the new audience and how they are engaging while they’re watching and immediately afterward.

2 — Use Awareness and Engagement Metrics to Understand Audience Demand

Understanding your audience is important at a strategic level, but understanding audience demand is tactical gold. Of course, this data will drive your go-forward strategy, but it will also help you improve performance right away by adjusting promotion tactics and featured content.

For example, if you see an uptick in video views week over week for a particular video, that indicates that the topic is becoming increasingly popular. To prove that, you will want to look at engagement metrics like watch time, clicks on your call to action (CTA), and subscribers gained or lost. If you see an uptick in views and a corresponding uptick in engagement, you’re going to want to feature that video more prominently. If you see an increase in negative engagement —  a loss of subscribers — or if viewers are dropping off right away, that might indicate your video doesn’t quite match the intent for that topic.

This granular view of data can help you improve and optimize your existing content, create more strategic video content roadmaps, and provide viewers with content they want and need to make critical decisions later in the funnel.

[bctt tweet="“Understanding your audience is important at a strategic level, but understanding audience demand is tactical gold.” @Tiffani_Allen" username="toprank"]

3 — Audit Your Video Library for Optimization Opportunities

Following the best practices for whichever video hosting platform you’re using can result in increased video visibility and better user experience. A great first step is to optimize video titles, descriptions, and tags. Then you can organize  your videos into different sections, playlists, or even channels to help the right audience find your content faster.

To determine your next steps, audit your existing video channels. Do you know at a glance what the video is about? Does the thumbnail image inspire a click? Does your channel, landing page or resource center adequately convey the type, purpose and content of your videos in a way that compels action?

If the answer is yes, go take a break. I recommend a few hours of Animal Crossing: New Horizons. It’s very soothing. But if the answer’s no, you’re not alone. And you do have the tools you need to create better video content. It’s all in your analytics.

As a quick disclaimer, if your videos are hosted on your website and you notice some odd user behavior patterns over the last month or so — increases in direct traffic, crazy long time on page — you might want to look into whether or not IPs are blocked for your team’s home IP addresses. Determine if the patterns are happening on a more global level, or if they’re localized to the geographic area surrounding your physical office.

If you want help with an audit, or just want to bounce some ideas around, we’re here to help. Tweet us @toprank or contact us to get started.

The post What B2B Marketers Need to Know about Optimizing Content with Video Analytics appeared first on Online Marketing Blog - TopRank®.

The vast majority of content and industry news coverage around influencer marketing is focused on those who engage consumer audiences: Instagramers, YouTubers, and  as of late TikTokers. Of course the world of influence is not limited to consumer products and services. Influencers play an important role in businesses marketing to other businesses as well, whether it's on LinkedIn, Twitter or Facebook.

So what's the difference between B2C and B2B influencer marketing? We've covered B2B influencer marketing here in depth already with case studies, strategy and best practices, what makes a great B2B influencer, key statistics and more. After 7 plus years of focusing on B2B influencer marketing for some of the top B2B brands in the world, we've learned a few things about the practice. From that experience, I'll focus on what makes for good B2B influencer engagement as a way to understand the difference from B2C.

The most important steps for launching a B2B Influencer Marketing Program: Influence plays a role across the entire business customer lifecycle from awareness to advocacy so it follows that the best approach to collaborating with B2B influencers also spans the spectrum of customer engagement.

Regardless of the desired outcome from building brand awareness to increasing sales, best practices influencer marketing programs start with understanding the relevant topics of influence that both represent what customers care about and what the brand stands for.

It's important to look at B2B influencers as partners not just content creators or distribution channels.

Much of B2C influencer engagement is managed like an advertising buy. With B2B, it's important to look at B2B influencers as partners not just content creators or distribution channels. That means finding, engaging and activating influencers with expertise and audiences that will resonate with the objectives of the business. Using topics of influence, you can identify, qualify and recruit influencer partners to collaborate. You can certainly pay a B2B influencer, but it is most often for the craft of creation not just because they are well known.

The output of B2B influencer collaboration can be in any form that the brand is currently publishing content: text, video, visual, audio, interactive and even VR.

B2B influencers are different than B2C in that they must be subject matter experts. But it is often the case that they do not have the broad social media skills or reach as their B2C counterparts. Also, B2B influencer marketing is less about a transaction or advertising buy than it is about developing relationships with influencers that can add credibility to a brand and even advocate for purchases that have an extended sales cycles and run millions of dollars.

Successful B2B influencer relationships take time to build and require time to maintain.

Matching topically relevant influencers with content collaboration opportunities that deliver mutual value for the influencer, the audience you're after and your brand is both art and science. Successful relationships take time to build and require time to maintain. It is no different when working with B2B influencer partners, so brands should invest the time and resources to keep those relationships strong. That can mean software like the enterprise platform we use, Traackr, as well as the expertise of an influencer marketing agency that has many years of experience and established relationships with influencers in your industry.

What does effective B2B influencer marketing look like in action? Tech giant SAP wanted to raise awareness of their brand and establish thought leadership with their target audience of CTOs, CIOs, and technology managers. With B2B decision makers (and consumers in general) craving more inspiring and on-demand content, a podcast was the ideal channel to reach that target audience and spark in-depth engagement.

To Turn SAP’s vision for C-suite thought leadership into reality, they worked with TopRank Marketing to produce six episodes of Season 1, Tech Unknown Podcast. Each episode featured a long-form interview with an industry thought leader and was hosted by tech expert, Tamara McCleary. TopRank Marketing identified influencers for each episode with reach, relevance, and insight that would appeal to technology leaders.

The agency conducted live interviews with Tamara and the featured influencer guests to encourage in-depth exploration of the subject matter. The first season of the Tech Unknown podcast beat industry benchmarks for average downloads within 30 days, activated influencers that were important to the brand and the CTO/IO audience, earned millions of impressions, and opened the door for unique content repurposing opportunities.

Season 2 of the SAP Tech Unknown Podcast has now started to publish and is already breaking new performance records.  By combining an understanding of brand objectives and audience interests with the expertise and audience of specific influencers, SAP has been able to drive conversations, activate relationships and move the needle on their marketing objectives.

Where to start with B2B influencers:  In B2C, many influencers are inventory in a marketplace with detailed info on audience, performance and content creation capabilities where you can purchase services not unlike buying a sponsorship or advertising.

In B2B, there are no such marketplaces. Influencer Marketing platforms that algorithmically sort vast amounts of data are used to identify influencers that might be a match based on topical relevance, resonance with their audience and reach.

Once a B2B influencer has been identified as having the right mix of relevance, resonance and reach, B2B marketers can check to see if there is already a relationship with the influencer directly or through a first level connection. Engaging an experienced influencer that is already in your network is much different than starting a conversation with someone new.

It's also important to check to see if the B2B influencer is accustomed to “being an influencer” in terms of public speaking or writing and creating content.

Many B2C influencers are already familiar with what it means to "be" a social media influencer, but in B2B, such self assigned influencer status and behavior is less common. In B2C the goal is often transactional (drive product sales) and the brand might just present a project and have the influencer pitch a creative idea on how to implement. With B2B influencers that's possible but less likely. More often the B2B brand will have a campaign or program in mind with a narrative and structured content collaboration opportunities that influencers can take part in according to their specific areas of expertise and audience engagement.

For example, a B2B influencer program might have elements focused on top of funnel awareness, middle funnel engagement and end of funnel decision making. Each stage would involve different types of influencers (TOFU - brandividuals), (MOFU - industry experts), (BOFU - customers).

Relationship building with B2B influencers is key. A new contact will often be engaged with subtly on relevant social networks. You can look for signals that can be an open door to inviting a conversation. Then, as you engage online, you might feature the influencer in content or invite them to contribute something very easy, but that gives them great exposure. That basic interaction opens doors to more robust engagement.

If the influencer is clearly a pro and being an influencer is their business model, you can approach them directly as you would any other consultant.

B2C and B2B Influencer Marketing are different - and changing.

While there is advancing consumerization within the B2B world from software user experiences to the types of influencer content being co-created (server unboxing videos, tech "hauls") B2C and B2B influencer marketing are distinctly different. Viewing B2B influencers simply as content distribution channels or advocates for hire is a misplaced B2C-centric expectation. B2B influencers are industry experts that may or may not have advanced content creation skills. They have the attention and respect of their peers and that kind of influence is very powerful for brands that want to recapture buyer attention lost to dropping trust in brand advertising and communications.

If you have experience working with B2B and B2C influencers, what are some of the key differences you've experienced?

The post B2C vs. B2B Influencer Marketing – What’s the Difference? appeared first on Online Marketing Blog - TopRank®.

A series of studies of the genomes of thousands of samples of the new coronavirus SARS-CoV-2 show that it is mutating and evolving as it adapts to its human hosts. Soraya Ali reports.

Author Stephenie Meyer thrilled fans of her best-selling "Twilight" novels by announcing she will release a prequel - but what can we expect from the new book?

The BCCI official also claimed that a limited-overs match would be more beneficial for both boards.

Here is the full list of what's allowed and what's prohibited in Delhi till May 17:

Cham : Palgrave Macmillan, [2019]

Cham : Springer, c2019.

[S.l.] : SPRINGER, 2020.

New York, NY : Oxford University Press, 2020.

Cham : Springer, c2019.

by Claire L. Lanier This spring, in conjunction with The Presidency Project, the Museum is offering a series of twelve public programs exploring the American presidency – what it means, who did it well, who did it not so well, how different interpretations of the presidency have manifested the current functioning of the office, and...

The post Presidential Power Program Series: Looking at what it means to be president appeared first on Behind The Scenes.

Written by Debra Schmidt Bach, Curator of Decorative Arts The New-York Historical Society recently acquired a pair of custom-made boots created for actor Kevin Smith Kirkwood for his role in the hit Broadway musical Kinky Boots, which tells the story of Charlie Price, a young Englishman who inherits his family’s failing shoe factory. While trying...

The post Heels and History: What sparkly, red platform boots tell us about American culture appeared first on Behind The Scenes.

Currently, only 13 percent of the historical figures in history textbooks are women. Why does this matter? As one teacher put it, in his response to our national survey: “You can’t be what you can’t see.” Girls and young women make up more than half of K-12 students and college undergraduates. If women are considered...

The post “You Can’t Be What You Can’t See”: Teaching Women’s History appeared first on Behind The Scenes.

This fall, we opened a powerful new exhibition Black Citizenship in the Age of Jim Crow, which explores the struggle for full citizenship and racial equality that unfolded in the 50 years after the Civil War, in commemoration of the 150th anniversary of the Fourteenth Amendment. On September 7, to open the exhibition, we welcomed Dr. Brenda...

The post Black Citizenship in the Age of Jim Crow: “It Is About What We Remember” appeared first on Behind The Scenes.

Online Resource

Dewey Library - HB523.R84 2019

Dewey Library - HC240.P37 2020

Dewey Library - HC79.C6 M383 2019

Dewey Library - HC110.W4 B57 2019

Dewey Library - HC800.M477 2018

What will happen to irrigation projects in Telangana?

Join the tax lawyers of Dentons Canada LLP for an instructive overview and update of the tax rules in respect of foreign affiliates. Cross border holdings and debt require special consideration in tax filing, and Canada’s foreign affiliate tax regime has undergone some significant changes in the past couple of years. This webinar will examine the basics of Canada’s foreign affiliate taxation regime - as it applies to small and medium enterprises (SMEs) – who already carry an international presence, or are considering expansion abroad.

Available Sessions for this Seminar:

January 21, 2015 12:00 PM - 2:00 PM EST

In this narrative medicine essay, a psychologist peels back the layers of her reticence and comes to terms with working with transgender patients as a member of LGBT community.

In this narrative medicine essay, an emergency medicine physician recalls an encounter early in her career when she was asked by parents to make a recommendation regarding ending life support for a young child, reflects on the way practice has changed from physician-centric to patient-involved decision-making, and discusses how her husband’s pancreatic cancer diagnosis brought up a different perspective.

In this narrative medicine essay, an attending physician reflects on the evolution of the role of the attending physician from a supervisor in the background to a micromanaging supervisor to ensure that the proper steps are followed to meet the quality metrics in place in the current health system.

In this narrative medicine essay, a clinical educator uses her experiences enduring the aftermath of treatment for acute myeloid leukemia to reflect on the difference between physician-teachers and patients’ experience of illness and to locate meaning in what she can offer her colleagues and trainees despite persistent disability.

Ponech, Trevor

Kelly, William N

Stringer, Janet L., author

Linton, Ian

Acuff, Dan S., 1942-

Interesting:

I do not use social media. Some of my friends keep asking me to join social media and interact with them that way. I tell them I consider social media to be a waste of time and that I have more important things to do. Yet they continue bugging me to join social media. What can I tell them to convince them it is better for me not to be on social media?

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Consider your brand across all visual touchpoints, suggests WebDAM. Include logos, typography, press kit, photography, and icons.

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If you want to have mastery of all the news, information and updates about yourself, your business, your industry and your areas of specialty, then this may be the most important column you will read all year.  I'm going to show you how to build the ultimate information dashboard that will sit on your desktop or live in your mobile app and will update you in real time whenever anything of interest happens anywhere on the Internet.

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I previously analyzed their 2013 report and their 2014 report and came to the same conclusion each year. Most companies still do not get social media as a customer service channel.

Six years ago, I did my own tiny social media study. That is back when the Starbucks Twitter profile said that some guy named Brad did the tweeting. Things are pretty much the same as even back then. (Except for Brad. I am not sure what happened to him.)

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Facebook has 1.6 billion users. Inevitably, a sizable portion of those people pass away, leaving behind a number of inactive social media accounts.

Last year Facebook took a major step forward in how to deal with the 8000 plus deceased accounts that appear on the social network each day.

Its Legacy contact scheme helped make dealing with the death of a loved one easier on the world's largest social network.

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A report yesterday revealed that Amazon might open up its Alexa ecosystem to allow push notifications, so that it could interrupt to warn you about a traffic jam, for instance.

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Most people in the tech industry, as well as avid consumers, marketers, and business owners, are always on the lookout for the next big thing.

In the social media world, we have seen a ton of developments over the past decade or so. Apps have become more friendly to mobile devices than desktops, content has become more visual and more immediate, and borderline gimmicky apps have risen to almost inexplicable heights of popularity.

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Good questions. First, here is why you should care.

Unlike getting website updates or ezines by email, RSS feeds give you absolute, 100% complete control over the situation.

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The popular social media platforms are obvious to most people – Facebook has a UK audience of some 40 million, LinkedIn and Twitter both exceed 20 million, and Instagram, Pinterest and Snapchat have close to 10 million each. The reach of these platforms makes it clear that social media is now ubiquitous. But for all the big name players, what is the definition of social media? Where did it come from? And how did it gain such an important role in our lives so quickly?

What is social media and how did it grow so quickly?

Have you tweeted, posted an Instagram photo or just generally engaged in social media before? Then it’s possible you have been part of a research experiment of sorts. Think that raises some ethical questions? You are not the only one.

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When effective content marketing meets your customers, the magic happens. Before we dive in to the secret sauce behind the magic, what comes first, content or the customer? That is not a trick question. It’s a real test to see which direction your content marketing is headed. If you’re not sure about how this should play out for the benefit of your marketing and your customer…read on.

As a marketer and a consumer, I always think about the value content plays in a marketing strategy and campaigns.

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The appropriate frustration and disappointment resulting from the recent Facebook and Cambridge Analytica disclosures are making it easy to forget the personal and economic benefits of social media.

For example, let’s not forget that we choose to integrate these services into our daily lives because they allow us to deepen social connections and enable us to exercise our individual agency in a fashion that was impossible before their emergence. Or that these services have created millions of jobs, new business ecosystems and helped fuel the rise of the digital economy that brings broad societal benefit.

But it is important not to forget the learning of lessons and the hoped-for change. We are seeing some of these changes now. There is no playbook for addressing the principles at play here, and so it will not be all smooth sailing. But you can be certain that the effort will be earnest and that these services will be better as a result.

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