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Chrissy Teigen Joins Pinterest Presents Speaker Line-Up

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Chrissy Teigen Joins Pinterest Presents Speaker Line-Up

B&T Magazine

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Chrissy Teigen will share her perspective on how the industry of influence is changing—and why brands need to pay attention—at Pinterest Presents, the company’s first-ever global ad summit.

Founder of Cravings by Chrissy Teigen, a cookbook author, and television personality, Teigen will join Pinterest’s head of content and creator partnerships Aya Kanai, alongside standout speakers at Pinterest Presents.

These include the likes of Turia Pitt, an author, speaker, coach, and ironman athlete, who will discuss how she has overcome hardships and how she embraces inspiration.

In addition, industry leader Megan Brownlow will speak to Pinterest Australia agency lead Ryan Goldsworthy about how self-actualised brands embrace conscious commerce and align with social good.

It comes as Pinterest prepares to host its first-ever global advertising summit, Pinterest Presents, which will provide the global marketing community an exclusive look at the company’s latest ad product updates and new ways to reach its 450 million users.

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Running on 3 March 2021 as an accessible virtual experience, the event will be hosted for advertisers in key markets including the US, UK, France, Germany, Canada, and Australia.

According to Pinterest, the virtual summit is designed to inspire and spark creativity among its audience and provide marketers with an exclusive look at the company’s latest ad product updates, which offer even more opportunities for advertisers on the growing platform.

Pinterest Presents will, additionally, bring together a range of compelling industry voices and inspiring speakers to create an exciting and engaging virtual experience.

You can access additional sign-up information for the event at https://pinterestpresents.com/.

And for further coverage of Pinterest Presents, be sure to stay connected with B&T.

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Featured image source: Vimeo/Mike Cucinotta. ‘Style Caster present Rule Breakers: Chrissy Teigen’ is licensed under CC BY 3.0.


Mater Expands Annual International Women’s Day Fun Run With Virtual Race

Mater Chicks in Pink has officially launched the 30th annual RACQ International Women’s Day Fun Run (IWDFR), and for the first time in the events history has included the ‘Your Fun Run, Your Way’ virtual component allowing people all over Australia to participate in the event. 

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Sheridan And Sydney Dance Company Team Up For ‘Never Felt Better’ Towel Campaign, Via Fabric/TBWA Sydney

Homewares brand Sheridan has unveiled its newest campaign, which showcases its towels through contemporary dance performed by the Sydney Dance Company. After fifty years of quality and inovative homewares, Sheridan towels have ‘never felt better’. The brand approached Sydney Dance Company and asked them to choreograph movement that synchronised the beauty and elegeance of dance. […]

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The Media Precinct Group Announces New Agency, Resolve, And Headspace Win

The Media Precinct Group has launched Resolve, a new form of agency to meet the increasing need for creative conversations that expand beyond the traditional advertisement for clients. Media Precinct managing director Glenda Wynyard said the audiences of the group’s clients wish to connect were dynamically changing well before 2020. “Our clients are disruptors in […]


New Research From SugarCRM Reveals A Customer Relationship Crisis

Struggling to get a clear picture of their customers, 49% of sales leaders in Australia say their CRM is costing them revenue

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Bangkok Thailand - August 31 2017 Facebook App on iPhone with computer laptop background closeup male hand hold social network on smart device concept.

Amir Rezaee, Head of Performance at Alpha Digital predicts that the ban of news content on the network could encourage marketers to build their presence across other platforms. Marketers are experiencing a shake-up and a half Facebook has had a busy start to the year and negotiations around the News Media Bargaining Code escalated quickly […]

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Australia Vs Facebook: Regulating The Market Of Attention

B&T continues with its deep, deep, deep Facebook news ban anaylsis. Think the Marianas Trench but in written form.

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Jess Belgiovane Joins Production Company Eight

Jess Belgiovane has joined production company Eight as a producer in the TVC department.

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JCDecaux National Audience Mobility Data At Highest Levels Since March Last Year

JCDecaux down Officeworks today for more ticker tape after national audience mobility data goes fucking nuts.


Cannes Lions: Here’s How BBDO And Snickers Figured Out ‘You’re Not You When You’re Hungry’

If Snickers “really satisifed” then why do they make them in a King Size then?

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Riverview Farms Tells Australians To ‘Tell A Porky’ In Campaign Via Airbag & Abel

B&T’s completely cool & fully supports the vegetarian lifesyle. The hearing about it every three-minutes we object to.

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KIA Celebrates Twenty Years At The Australian Open With Its Kia-Morphia Experience

Kia-Morphia may sound like an inflammation of the alimentary canal, but as you’ll read here it’s a motor vehicle thing.

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Coronavirus infodemic concept. Frightened woman sitting in front of computer monitor with text infodemic with phone in her hands.

Programmatic proving to be the Holey Moly and AstraZeneca of adland – arguably not as good as first thought.

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Forget Facebook! Bob Katter Thinks We Should Just Make Our Own Social Media Site

Much like any Sylvester Stallone film or Guy Sebastian’s entire career, this idea’s so dumb it may actually work.


Edelman Trust Barometer Shows All-Time Highs In Trust Across Australian Institutions

New study finds Aussies’ trust in institutions at an all-time high. Further proof of excessive drinking in lockdown.

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Omnicom’s Revenues Down 9.6% In Q4, As Australia Proves A Shining Light

B&T’s delved & deep dived into Omnicom’s numbers, cut ‘n’ pasted them off another site to deliver this expert analysis.

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The Role Of Data In The COVID-19 Pandemic

Here’s expert commentary on the role data’s played during COVID. Sadly, no bats or pangolins featured in a focus group.


Video-Disruptor Vloggi Secures New Strategic Investor

Refreshed team to build on important customer wins and updates to Vloggi’s award-wining platform in 2020 ahead of its seed capital raising round in April

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Multimedia streaming concept. Hand holding remote control. Video on demand

We’ve witnessed a tectonic shift in ad spends over the past 12 months AND just as Mount Etna’s erupted too.

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Thursday TV Wrap: Gogglebox Premiere Beaten By Back Roads And The Tennis

We’re fast approaching the business end of the tennis. Meaning we can all go back to ignoring the game for another year.


Chicken Tonight Goes “Jerry Springer” In Ad Possibly So Bad It’s Comedic Genius

This Chicken Tonight ad may cause a bout of gastroenteritis, ulcers & hemorrhoids. Much like the product itself, really.

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Roy Morgan: Australian Premium Spenders Reveal Their Favourite Brands   

American Express delivers firm “F-You” to all those “we don’t accept Amex” signs by topping premium brands list.

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BCF Goes ‘Off The Grid With The Badger’ In Second Series Starring Nick ‘Honey Badger’ Cummins

Most people would be happy with just the one nickname, but not Nick “honey badger, love rat, large schlong” Cummins.

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Priceline Release ‘Australia’s Health Report: When Healthcare Meets Self-Care’, Via The Haus

B&T’s delved into this “health of the nation” report all while eating a Pizza Hut “three pizza & garlic bread” deal.


Will Facebook’s News Ban Backfire?

Sadly, Facebook now nothing more than a shell of slightly amusing cat videos & hideous bridesmaids’ dresses to gawk at.

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Bedshed Captures Authentic Bedroom Moments In New Campaign, Via Rare

Bedshed brings a fresh approach to the bedding retail industry with its emotive, new national brand campaign capturing the unique ways we use our bedrooms, every day.


Sophie Hodgson Named Shopper Media’s New NSW Agency Sales Director

Shopper Media announces new NSW agency sales director who delivers exquisite “depth of field” in press photo.

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Influencers Offer Brands Far More Than Just A Staged Selfie

The influencer market was not immune to the hardships of 2020, yet the medium may have been the quickest to adapt following the halting of production industry wide. Here, Lewis Steele, head of social and content at Connecting Plots, gives his insights on how marketers can continue to incorporate influencer marketing in our ever-changing social […]

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Eyes of technologies in the futuristic

DoubleVerify has today announced broad availability of DV Authentic Attention. DV Authentic Attention is the first privacy-friendly data solution in the market to provide timely, impression-level insights to optimize campaign performance — from the impact of an ad’s presentation to key dimensions of consumer engagement. “Optimizing campaign performance with existing measurement solutions continues to be […]


Lotame Study: Marketers Plan For A Future With Multiple Identity Solutions

Lotame has today announced the findings of an in-depth survey on “Beyond the Cookie: The Future of Advertising for Marketers & Publishers.” The report examines how digital publishers and brands are addressing consumer engagement in the post-cookie landscape. 200 senior decision-makers in digital media and marketing across Australia were polled during December 2020. Key findings […]

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State of the Nation travel symposium with Tourism Australia's Phillipa Harrison and QANTAS Chief Marketing Officer Jo Boundy. Sydney Opera House, February 17, 2021. Photo: Rhett Wyman/SMH

B&T’s scribe had a tear of joy rolling down his cheek as he tucked into his first industry arancini ball in a year.

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PINTEREST

Social Media Marketing Trends To Watch In 2022

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social-media-marketing-trends-to-watch-in-2022-–-alist-daily

Marketers aren’t clairvoyant but they can keep a finger on the pulse of trends. To help brands stay ahead of the competition, HubSpot Blog surveyed more than 1,000 global marketers from B2B and B2C brands and a handful of industry experts to create a 2022 marketing trends guide, covering privacy and AI to social media and SEO. Ahead we break down HubSpot’s findings on social media marketing trends.

As HubSpot notes, 79 percent of Americans have some type of social media account while there are 3.7 billion social media users worldwide, making it a regular part of people’s lives and a critical tool in enhancing any marketing strategy.

Live Content Will Be A Leading Social Media Format

Among the social media marketers HubSpot polled, 68 percent reported that audio chat rooms such as Clubhouse are the most effective social media content while 59 percent report the same for live video.

Ninety-six percent of those investing in live audio content intend on spending the same amount or more on it through 2022. Live video, on the other hand, is reported by 9 percent of respondents as driving the largest return on investment (ROI) of all social media formats. These formats enable brands to connect directly with audiences in a meet-them-where-they-are context while discussions range from current issues and events to the brand’s stance on those issues to the products and services themselves. 

The authenticity and dynamic nature of this format can’t be matched as heart-to-heart conversations may be interspersed with expert opinions, Q&A-style discussions, how-tos and entertainment.

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TikTok Will Continue To Gain Brand Interest

TikTok began to go viral roughly three years ago, sparking a new medium through which brands can connect with audiences without sounding sales-y. The social media app now boasts 1 billion global users and caters to a vast array of audiences. Having recently launched a number of advertising and marketing features for businesses and creators, TikTok has positioned itself front-and-center in the race to secure the highest quality content, the highest number of users and creators and brands that will continue engaging with it for marketing purposes.

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Sixty-seven percent of marketers intend on increasing their TikTok investment in 2022 and 10 percent of marketers who employ some sort of social media into their overall marketing strategy intend on investing the most in TikTok throughout 2022.

Most Marketers Will Concentrate On Three To Five Social Media Platforms

Of those social media marketers polled, 64 percent use three to five platforms, 11 percent use one or two, and 7 percent use seven or more. Managing three to five platforms allows brands to expand their reach to a variety of audiences while allowing for their marketers to engage with each one without exhausting their bandwidth or producing low-quality content.

In order for a brand to determine how many platforms to be on, i.e., how able a social media marketing team will be at building an effective and engaging strategy, HubSpot suggests answering the following:

  • How many social media marketers are on your team?
  • Which social media platforms have audiences that best align with your brand’s targets?
  • How much time will it take to master a strategy on each of the platforms?
  • Which platforms, if any, will not benefit the overall marketing strategy right now?
  • Which platform’s content, if any, can be easily repurposed? (such as TikTok and YouTube Shorts)

Influencer Marketing Will Evolve From Trend To Common Marketing Tactic

When HubSpot asked global marketing professionals which trends they planned to invest in for 2022, 34 percent said influencer marketing, ranking it first and above other trends like mobile web design and short-form video marketing.

While 57 percent of respondents that currently leverage influencer marketing say influencer marketing is effective, 46 percent of them plan to increase their investments in 2022. Additionally, 11 percent say influencer marketing is the top ROI-generating trend they’ve tested.

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More than 56 percent of marketers who invest in influencer marketing work with micro-influencers, according to HubSpot.

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Video Marketers Will Keep Content Short

HubSpot found that short-form content is the second most effective trend marketers are currently utilizing. Short-form content requires less bandwidth and aligns well with the fast-paced attention spans of online audiences in a variety of demographics

More than 31 percent of global marketers currently invest in short-form video content, 46 percent of them consider the strategy effective when it comes to performance and engagement. In addition, next year 89 percent of global marketers plan to continue investing in it or increase their investment.

Permanent Social Media Posts Could Overtake Ephemeral Content

Brands have observed that permanent social media content—namely standard posts, videos and live events that live on a platform’s feed and can be viewed again days later—might be more effective than ephemeral content such as Instagram Stories and Snapchat.

HubSpot’s survey results show that 44 percent of global marketers plan to increase their investment in permanent social media content, while 8 percent say it generates the most ROI compared to other marketing strategies they leverage. Meanwhile, 25 percent of respondents cited ephemeral content as the “least effective” trend they invested in.

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Lastly, 37 percent of marketers said they plan to decrease their investment in ephemeral content.

However, HubSpot cautions against writing off ephemeral content completely as it can still provide other brand awareness benefits and unique content experiences.

According to Kelly Hendrickson, a social media marketing manager at HubSpot, Instagram Stories’ fleeting design and fun editing options give brands a new strategy for producing content that varies from their other social media content.

See also  Comprehensive Report on Social Network Marketing Market 2021 | Size, Growth, Demand ...

“Instagram can organically serve up a wall post across a wide span of time, so there’s less of an opportunity for brands to be timely (who wants to see New Year’s post when they’ve already given up on their resolutions?!). Since Instagram users are more active on weekdays, during the standard workday, it seems users are looking for a break,” Hendrickson said.

Hendrickson urges marketers to remember that the combination of a running clock and a lively audience presents a big opportunity for brands to lean into quick, in-the-moment content that showcases the light-hearted side of their brand, adding that succinctness and clarity are key in content.

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Getting the Most Out of Shopify

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Getting the Most Out of Shopify

The growth of your online business in Shopify significantly depends on how well you use the e-commerce platform. Unfortunately, it’s not as easy as it sounds. There’s a lot of competition in the e-commerce industry itself, and it requires patience, intentionality and transformational skills to move to the top right in the categories where you compete. Many marketers who use Shopify for eCommerce encounter strategic and tactical issues using the platform. At TopRight, we’ve studied the most common issues facing marketing executives and we provide tips and techniques to help you get the most out of Shopify. Here are a few of the most common marketing challenges you could encounter while using Shopify:

  • Mediocre sales conversion
  • Insufficient traffic to your site
  • Difficulty interpreting Shopify analytics
  • Unrealistic predictions of sales and traffic
  • Misalignment of inventory management
  • Failure to target and identify customers

Importance of a Clear Marketing Strategy

Your marketing strategy acts as a playbook for your business and how you make investments in you Shopify store. It helps keep your business pointed in the right direction and allows you to make informed decisions. Without a strategic marketing playbook, it’s easy to get lost and encounter obstructions. A stragegic playbook can help guide you to responding to challenges and navigating barriers you may encounter with your Shopify store. Specifically, it can help you:

  • Estimate sales potential
  • Promote your goods and services better
  • Attract new customers
  • Maintain good connection with existing customers

Tips on How to Get the Most Out of Shopify

Of course, understanding the analytics on your store isn’t sufficient to assure success. You need to turn data into insight and devise strategies to drive traffic and conversions. Here are a few tips to guide you through the development of a winning marketing strategy to get the most out of Shopify.

1. Invest in Your Own Shopify App

Most successful Shopify merchants have optimized their app to tell their brand story. A Shopify app is a powerful way to give customers a reason to care about your store and the products you offer. Your brand story also helps you build connections and engage with other prospects on other ecommerce platforms and social media sites. Making this simple investment enables you to connect, reach and engage more potential customers.

If building your own app is an obstacle, you can use tools like Pocketfied – an easy app builder that lets you conveniently manage your store. You can have your own published app within a day, even if you don’t have any design and coding skills.

2. Use Shopify Resources

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Shopify offers resources to help you become a more effective marketer and entrepreneur. It provides guides, podcasts, and even an eCommerce University to learn new skills. Use these resources to learn more about the Shopify platform and get ideas on how to work on the platform more effectively and efficiently.

3. Promote Your Store on Social Media

Social media networks like Facebook, Pinterest and Twitter represent significant opportunities for you to boost brand awareness and drive traffic to your store. However, social media marketing is highly saturated – it take a lot to stand out from the crowd. Many Shopify merchants use social media to showcase their goods and services. You need to develop a good and structured approach to get an edge and drive results.

See also  Social Network Marketing Market Share 2021 With Top Manufacturers: Facebook, Pinterest ...
  • Make a business page or account on all relevant social platforms.
  • Follow accounts and market to users within your target audience.
  • Integrate your shop in your accounts so shoppers can easily buy without leaving the social platform
  • Post meaningful content regularly including: videos that showcase your products; special pricing promotions; new product launches; and private/ exclusive store events

4. Leverage Email Marketing

Email remains one of the best ways to connect and engage with customers. When properly used (not abused), emails can serve as the backbone of your customer conversion strategy customer conversion strategy. Here are a few tips on how to use it appropriately:

  • Be creative with your emails so you can easily attract interest and give people a reason to care
  • Send out cart abandonment details to remind customers about incomplete or unfinished transactions.
  • Be professional and respectful – don’t send too many promotional emails. Thoughtless interruptions drive customers away.

5. Create a Website and Start Blogging

Write compelling content that will attract and encourage readers to go to your store and check out your products. Don’t just focus on your products and services. Make content about related topics and issues where you can smartly and smoothly promote your products. Think about topics that would be of interest and value to your audience. Content can be a gift if it is positioned properly with your customers.

Advertisement
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Research what your customers care about, what they want or what unmet needs they may have. Again, don’t overload your blog with sales messages and stories about your business. Instead, focus on the relevance of your products to your customers’ lifestyles. What can you do to make them the hero of your brand story?

6. Invest in Paid Advertisements and Affiliations

Depending on your budget, be sure to set aside some money for paid advertisements. Online advertisements, clickable or not, will drive traffic to your store and boost your store’s visibility. These are usually posted on online platforms like social media sites like Facebook, Instagram, Pinterest, etc. Additionally, you can use Google Ads to get your store to appear on the top page of search results.

You can also develop affiliations with other Shopify stores and businesses so they’ll help promote your store and products. For a small percentage of a transaction, an affiliate marketer with help will drive traffic and potential customers to your store. However, remember that you’ll be sharing your revenues or paying them for their cooperation!

The Takeaway

Story, Strategy and Systems alignment can be a heavy lift when you launch a Shopify store. There are many pitfalls and issues you may encounter. But if you focus on telling a simple story, formulating a clear strategy, and leveraging Shopify best practices, you can navigate these challenges and successfully give your customers a reason to care, listen, engage and buy from your store.

Advertisement
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The growth of your online business in Shopify significantly depends on how well you use the e-commerce platform. Unfortunately, it’s not as easy as it sounds. There’s a lot of competition in the e-commerce industry itself, and it requires patience, intentionality and transformational skills to move to the top right in the categories where you compete. Many marketers who use Shopify for eCommerce encounter strategic and tactical issues using the platform. At TopRight, we’ve studied the most common issues facing marketing executives and we provide tips and techniques to help you get the most out of Shopify. Here are a few of the most common marketing challenges you could encounter while using Shopify:

See also  Pinterest's data highlights the new trends and the behavior of users after the COVID vaccination ...
  • Mediocre sales conversion
  • Insufficient traffic to your site
  • Difficulty interpreting Shopify analytics
  • Unrealistic predictions of sales and traffic
  • Misalignment of inventory management
  • Failure to target and identify customers

Importance of a Clear Marketing Strategy

Your marketing strategy acts as a playbook for your business and how you make investments in you Shopify store. It helps keep your business pointed in the right direction and allows you to make informed decisions. Without a strategic marketing playbook, it’s easy to get lost and encounter obstructions. A stragegic playbook can help guide you to responding to challenges and navigating barriers you may encounter with your Shopify store. Specifically, it can help you:

  • Estimate sales potential
  • Promote your goods and services better
  • Attract new customers
  • Maintain good connection with existing customers

Tips on How to Get the Most Out of Shopify

Of course, understanding the analytics on your store isn’t sufficient to assure success. You need to turn data into insight and devise strategies to drive traffic and conversions. Here are a few tips to guide you through the development of a winning marketing strategy to get the most out of Shopify.

1. Invest in Your Own Shopify App

Most successful Shopify merchants have optimized their app to tell their brand story. A Shopify app is a powerful way to give customers a reason to care about your store and the products you offer. Your brand story also helps you build connections and engage with other prospects on other ecommerce platforms and social media sites. Making this simple investment enables you to connect, reach and engage more potential customers.

If building your own app is an obstacle, you can use tools like Pocketfied – an easy app builder that lets you conveniently manage your store. You can have your own published app within a day, even if you don’t have any design and coding skills.

2. Use Shopify Resources

Advertisement
free widgets for website

Shopify offers resources to help you become a more effective marketer and entrepreneur. It provides guides, podcasts, and even an eCommerce University to learn new skills. Use these resources to learn more about the Shopify platform and get ideas on how to work on the platform more effectively and efficiently.

3. Promote Your Store on Social Media

Social media networks like Facebook, Pinterest and Twitter represent significant opportunities for you to boost brand awareness and drive traffic to your store. However, social media marketing is highly saturated – it take a lot to stand out from the crowd. Many Shopify merchants use social media to showcase their goods and services. You need to develop a good and structured approach to get an edge and drive results.

See also  Home builders in cars drinking coffee — new ways of creating community for new home buyers
  • Make a business page or account on all relevant social platforms.
  • Follow accounts and market to users within your target audience.
  • Integrate your shop in your accounts so shoppers can easily buy without leaving the social platform
  • Post meaningful content regularly including: videos that showcase your products; special pricing promotions; new product launches; and private/ exclusive store events

4. Leverage Email Marketing

Email remains one of the best ways to connect and engage with customers. When properly used (not abused), emails can serve as the backbone of your customer conversion strategy customer conversion strategy. Here are a few tips on how to use it appropriately:

  • Be creative with your emails so you can easily attract interest and give people a reason to care
  • Send out cart abandonment details to remind customers about incomplete or unfinished transactions.
  • Be professional and respectful – don’t send too many promotional emails. Thoughtless interruptions drive customers away.

5. Create a Website and Start Blogging

Write compelling content that will attract and encourage readers to go to your store and check out your products. Don’t just focus on your products and services. Make content about related topics and issues where you can smartly and smoothly promote your products. Think about topics that would be of interest and value to your audience. Content can be a gift if it is positioned properly with your customers.

Advertisement
free widgets for website

Research what your customers care about, what they want or what unmet needs they may have. Again, don’t overload your blog with sales messages and stories about your business. Instead, focus on the relevance of your products to your customers’ lifestyles. What can you do to make them the hero of your brand story?

6. Invest in Paid Advertisements and Affiliations

Depending on your budget, be sure to set aside some money for paid advertisements. Online advertisements, clickable or not, will drive traffic to your store and boost your store’s visibility. These are usually posted on online platforms like social media sites like Facebook, Instagram, Pinterest, etc. Additionally, you can use Google Ads to get your store to appear on the top page of search results.

You can also develop affiliations with other Shopify stores and businesses so they’ll help promote your store and products. For a small percentage of a transaction, an affiliate marketer with help will drive traffic and potential customers to your store. However, remember that you’ll be sharing your revenues or paying them for their cooperation!

The Takeaway

Story, Strategy and Systems alignment can be a heavy lift when you launch a Shopify store. There are many pitfalls and issues you may encounter. But if you focus on telling a simple story, formulating a clear strategy, and leveraging Shopify best practices, you can navigate these challenges and successfully give your customers a reason to care, listen, engage and buy from your store.

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Ifeoma Ozoma: US tech whistleblower helping others speak out

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ifeoma-ozoma:-us-tech-whistleblower-helping-others-speak-out-–-yahoo-news

Being a whistleblower comes down to careful preparation but also an eye trained for dirty tricks, said Ifeoma Ozoma, an ex-employee of several Silicon Valley giants turned revealer of tech world wrongdoing.

“I planned it like a program or product launch. Obviously the experience is something very personal, but I approached it like work,” she told AFP.

While Facebook whistleblower Frances Haugen has become a figurehead for the fight against social media’s faults, there are others in the tech world, like Ozoma, who have also taken big risks to stand up.

An African-American, former policymaker relations specialist for Google, Pinterest and Facebook, she continues to work for ethics in tech, but from the outside, via her consulting firm Earthseed.

She has marked a first big success via the recent adoption in California of a law she co-sponsored, called “Silenced No More.”

Starting in January, this law will prohibit employers from using confidentiality clauses to prevent victims of harassment or discrimination in the workplace from speaking out.

In mid-October, she posted online a guide for whistleblowers.

“The difference with tech companies and other industries is on the power that they wield, but also they pretend they’re better for workers, consumers, society than more traditional industries,” she told AFP. “That’s just not borne out in reality.”

– Keep the emails –

A Yale University graduate in political science, the 29-year-old was born in Alaska to Nigerian immigrants.

She left Pinterest at the end of May 2020, with six months of salary, after months of making complaints internally and also to the state of California, accusing the social network of discrimination and racist retaliation.

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She said the company paid her less than if she had been a man, but she also complained about their lack of action after a colleague posted her personal details online to expose her to anonymous harassment.

In mid-June 2020, as the Black Lives Matter anti-racism movements were in full swing in the United States, her damning account on Twitter of her experience sparked a scandal for the company that had largely avoided controversy.

“Pinterest, told a number of reporters that the CEO had no knowledge of me being doxxed… and I was essentially making up a story about him being aware,” Ozoma said.

“I knew that it was something that would probably come up later. And so I had the emails,” she added.

The accused firms try to discredit whistleblowers by many means, said Libby Liu, the director of Whistleblower Aid which is working with Haugen.

“They will throw up against the wall every discrediting thing they can think of, through like every media organization on the face of the Earth,” she added.

– Losing their health insurance –

The whistleblowers that come forward often have a lot to lose.

“Just one example here in the United States — because our health care is tied to our employment — when you decide to whistle blow, you’re also making a decision for yourself and for your family to lose access to your health insurance,” Ozoma said.

“That is not a small thing to ask of people,” she added.

Whistleblower leaks and damning media reports have tarnished Big Tech’s image, but they have had limited tangible consequences for Silicon Valley.

See also  Social Commerce Market 2025: Facebook, Pinterest, Tencent, Twitter, Weibo, Alibaba, Etsy, Fab ...

In fact, Haugen’s oft-repeated accusation that Facebook puts profits over safety is not entirely new.

“There are countless nonprofit organizations and reporters, who reported on the exact same thing for years,” said Ozoma. “It remains to be seen whether anything fruitful will come of it.”

But from anti-sexism protests at Google in 2018 to warnings from former top Facebook officials, the pressure for change is steady.

After Ozoma spoke out at Pinterest, other female workers did too.

The company paid $22 million in December 2020 to Francoise Brougher, its white, former COO to settle a gender discrimination lawsuit.

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