Seeking Input: Salt Spring Island Economic Development

Seeking Input: I’m speaking with the Salt Spring Island Community Economic Development Chair next week to share ideas about bolstering a sustainable local economy in our island home community.

What ideas might you appreciate being shared around how digital culture and business might support that goal?

My message is simple; Attracting and nurturing a strong community of digital entrepreneurs and businesses is an excellent focus for the committee. The benefit would be that helping to bring talented, income earning residents who can both contribute locally, and collaborate globally, can work within the current (for better or worse) CRD/Islands Trust mandate/structure of preserve and protect.

The how come is that knowledge and technology based professionals and businesses tend, at least at a certain scale, to be smaller 1-10 people companies/solo-prenuers. They don’t generally require intensive land use and can today work within existing by-law and land use structures, while providing for a source of local stable income (sometimes), etc.

I’d appreciate hearing from any of you who might have additional ideas of feedback you might like to share.

In my experience and network here, there are a number of us who could have chosen to work and live anywhere, but chose Salt Spring Island because of the community, natural beauty, amenities such as schools, hospitals, etc. or because Palu hypnotized us at the Saturday market.

Let me knowing if you want to contribute with your insights. The meeting is scheduled for next week.

Brilliant – The Periodic Table of Content Marketing

We’re always on the look out for great resources that explain the work for digital and internet marketing. This is a great table designed by Chris Lake at eConsultancy that outlines key content formats, types, platforms, metrics, goals and emotional triggers that are part of all smart content marketing efforts. It’s a smart, visual way of thinking through creative, goal oriented approaches for engaging with your community and customers with content.

Marketworks Media - Periodic Table of Content Marketing

How to use the Periodic Table of Content Marketing

Click on the image to view the large version of the table.

The fundamental key to success. Planning and focus is essential. You need a clear strategy, mapped to your long-term business goals.

Content comes in many different shapes and sizes. Note that you can use multiple formats for a single piece of content.

Content Type
These are based on the common types of content that work well for our business. Many of them will work well for your brand too. Sometimes you’ll use multiple content types for a single piece of content.

These are content distribution platforms. You might own some of these (e.g. #59, your website). Others are social sites (your own, your network, third parties). All of these help spread the word about your content.

These help you to measure the performance of your content.

All content should support your primary business goals, whether that’s to generate lots of traffic, or to sell more, or to increase brand awareness.

Sharing Triggers
Think about the emotional drivers behind sharing, and make sure the content you create makes people feel something.

Facebook Changes Ad Management to Match Google’s Structure

This will be a welcomed changed for managing ads in Facebook. Facebook is moving towards a similar structure for managing ad campaigns, ad groups and ads using a similar structure pioneered by Google AdWords. This was an inevitable move as Facebook works to compete with Google’s AdWords format where Google has set the precedent of expectation around how ad campaigns should be managed and structure to extract the best possible insights about performance and efficacy.

This change increases the complexity and effort required to plan and manage ads, but increases the sophistication required in today’s digital marketing and lead generation world.

Facebook New Ad Structure

Here are the full details from Facebook:

On March 4, we’ll begin rolling out a new campaign structure that will make it easier for advertisers of every size to organize, optimize and measure their ads. Up until now, Facebook’s campaign structure has consisted of two levels — campaigns and ads. Our new campaign structure consists of three levels: campaigns, ad sets andads.
Campaigns correspond to each of your advertising objectives, like building brand awareness or driving web traffic. They’re designed to help you optimize and measure your results for each objective across multiple ad sets and ads.
Each campaign can feature multiple ad sets, each of which has its own budget and schedule. You can also organize each ad set to represent audience segments, like people who live near your store. This will help you control the amount you spend on each audience, decide when they will see your ads, and measure their response. The ad delivery system will optimize delivery for the best-performing ad in an ad set.
Within each ad set, you can have multiple ads, each of which can feature different images, links, video or text. You’ll still control the creative, targeting and bidding at the ad level.
Using the new campaign structure
Let’s say you’re the owner of a small hotel chain. You may have a few different advertising objectives:
  1. Drive traffic to your website to increase reservations
  2. Increase brand awareness
  3. Promote weekly offers
With the new campaign structure, you’ll begin by creating a campaign for each objective. Next, you can create ad sets representing the audiences you want to reach in each campaign. For instance, in the campaign built around driving traffic to your website, you might want to create one ad set for people who are on your email list, and another for people who’ve expressed interest in attractions near your hotels.
Finally, you’d create ads for each ad set. You can create multiple ads within each ad set, making sure each ad is targeted to the same audience while delivering different images, links, video or ad copy. This can help you learn which ads are resonating with each audience and, in turn, create better-optimized campaigns.

Resource: Top Performing Google Display Ad Formats

Every business we work with is working on budget. We’re always trying to find creative ways to drive results with our engagement, marketing and advertising. In our paid search and social work we tend to concentrate our display ad campaigns in a few key areas to maximize hard and soft dollar costs planning and implementing campaigns.

In our results we’ve found that the following ad formats perform best across most campaigns most of the time so these are the ad formats we recommend our clients and campaigns focus on first to begin the process of understanding what works best for them with the least effort and cost.

Google AdWords – Top Performing Ad Sizes

Ad size Description Text ads Display ads Mobile text and display ads*
300×250Google Adwords - 300x250 Also known as a “medium rectangle”. Tends to have more ad inventory available from advertisers, which can increase earnings when both text and image ads are enabled.Performs well when embedded within text content or at the end of articles.
336×280Google Adwords - 336x280 Also known as a “large rectangle”. Tends to have more ad inventory available from advertisers, which can increase earnings when both text and image ads are enabled.Performs well when embedded within text content or at the end of articles.
728×90Google Adwords - 728x90 Also known as a “leaderboard”. Tends to have more ad inventory available from advertisers, which can increase earnings when both text and image ads are enabled.Performs well if placed above main content, and on forum sites.
160×600Google Adwords - 160x600 Also known as a “wide skyscraper”. Tends to have more ad inventory available from advertisers, which can increase earnings when both text and image ads are enabled.Best if used along sidebars of webpages.

2014 Digital Teams Report

Our colleagues and collaborators at Communicopia are just about set to release the 2014 update to their Digital Teams report. We were extensively involved in the first version of the report supporting the project with research and lead generations strategies and have been providing advisory support for this new version. If you’re a leader in an organization exploring how to structure your digital team, you’ll learn about what other leading non-profit organizations are doing to effectively structure their digital organizations to produce the best results, impact and working experience for those delivering the digital experience, marketing and engagement in their organization.

The new report will launch this week and is being kicked-off with a webinar co-sponered by Care2. Consider attending. You’ll be one of the first to receive the new 2014 report just after the webinar.