communications

https://www.youtube.com/watch?v=7pKRGZYyy9Y&t=82s

Transcript: "It all comes down to a concept called push versus pull marketing. So push marketing, if you really think about it, you want to think about platforms like Instagram, TikTok, LinkedIn, etc. There are platforms where you have to post content in order to be seen. And the content that you post has a very short shelf life because it's going to pop up in the feed, right? But realistically, it's hard to have a piece of content that's going to show up in a feed for longer than 24 to 48 hours on these platforms because the only way that that happens is they get a ton of engagement. And not every piece of content is going to get a ton of engagement. Which is why a lot of the advice that you hear on platforms like for example an Instagram or TikTok is to post consistently and to post multiple times a week or a day so that you have a higher likelihood of being seen by people or to really focus on posting at specific times to try and like game it. But the reality is you're still playing this game..."

Point: 'Push Marketing vs Pull Marketing' i.e. "Push, outbound or mass marketing typically involves using promotional strategies to actively market products or services to consumers. These may include displaying and presenting goods or sales offers through different media. This can include magazines, television, billboards, flyers and radio. ... Customers with buying intent often search for products through various search engines using relevant keywords, terms and phrases. Making products or brand content appear in a related search is the hallmark of marketing using a search engine. It typically involves optimising a company's web and product pages to move them to the top of the search engine result pages. This can pull potential customers to a brand and increase demand for its products" (2023).

See: the following for further examples of 'communications' related clips: ^[see]

Bibliography: Indeed Editorial Team. (2023). 'Push vs. pull marketing (with advantages and strategies)'. Indeed Career Guide. https://uk.indeed.com/career-advice/career-development/push-vs-pull-marketing

https://www.youtube.com/watch?v=-dZS2xdm-JA

>annotate

Context: "We'll be hearing from Joe Elsworth, ^[LinkedIn] Account Director at LADbible. He works on branded content partnerships across LADbible Group's range of channels and platforms, specialising in government and charity partnerships. LADbible Group has evolved from a solitary Facebook page to one of the biggest youth media publishers in the world. Joe will talk to us about their social strategy and how they are successfully engaging with young audiences. Following on from their award winning campaign, Trash Isles, they now work regularly with some of the biggest global brands and campaign for good causes. Over the past year they've worked with the Army, the Home Office, RNLI, Amnesty International and many more. Joe will talk us through some of their most successful campaigns, why they have worked on social, and how to affect behavioural change in young people or make them feel passionately about an issue." https://ibt.org.uk/events/briefing-with-ladbible-and-networking-event-for-ibt-members/

Biography: "Joseph Elsworth is a seasoned professional in business development and brand management, currently serving as the Director of Business Development and Head of Brand at Universal Music Group since November 2021. Prior experience includes the role of Account Director at LADbible Group, where Joseph specialized in government and charity partnerships, delivering social best practice talks at prominent venues such as 10 Downing Street. Previous positions also include Invention Account Manager at Reach plc, Content Solutions Manager and Account Manager at talkSPORT, and Account Executive at ESI Media. Joseph began a career in education as an English Teacher at EF English First, holding a Bachelor of Arts in Contemporary Popular Music from the Academy of Contemporary Music." https://theorg.com/org/universal-music-group/org-chart/joseph-elsworth

Transcript: "We're successful in reaching those audiences because we constantly stay on top of algorithm changes and we stay in touch with our audience that's really really important to us we campaign for things that they feel passionately about we're fortunate to get thousands and thousands of comments every day so we have a look through them and that dictates the kind of content that we should do going forward and we don't become complacent at all I think in social publishing everything changes so quickly over such a short period of time that if you became complacent the audience would drop off overnight try to keep things light hearted especially on social platforms we find like hearted content performs much much better and make sure that the first 10 or 15 seconds of anything you do is really really interesting." https://www.youtube.com/embed/-dZS2xdm-JA?start=36

Concept: "social publishing" ^[ontology]

Point: "algorithm changes" https://www.youtube.com/embed/-dZS2xdm-JA?start=36&end=42