Juan Hackwell

Juan Hackwell

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Following 44
The creator of Astro's Playroom discusses how Sony introduced innovation into the new DualSense controller.
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Using a messaging service with end-to-end encryption is the most secure way to keep in touch over the holidays.
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FuboTV's stock surge could give the company more firepower as it looks to acquire exclusive content, with its market value eclipsing $6 billion.
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It's the indispensable multi-tool of the kitchen. We sliced and diced our way through meats and veggies to find today's best blades.
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And that’s not entirely terrifying, because plenty of people have good credit but struggle to prove it Your web search history plus records of the browser and device you use to make those searches could enable financial institutions to calculate you a more accurate credit rating than traditional methods, according to the International Monetary Fund (IMF). And the global finance organisation says the ability to use those records might be a good thing rather than a privacy nightmare.…
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Rani Mani, head of global employee advocacy at Adobe* delivered an impassioned presentation filled to the brim with B2B influencer marketing insights, with a special focus on how the best influencer relationships are in essence not that different from successful personal relationships. Rani explained how she’s come to have a love affair with influencer marketing, and shared the process she uses to help turn mere social media heavyweights into long-term and deeply-engaged Adobe advocates — a plan than can be implemented by any brand willing to put in the time, effort, and especially the passion that Rani and her team have. When it comes to the domain experts Adobe is leveraging for the good of the brand, there isn’t any magic involved — no algorithm or gimmicks to beat the system — instead simply leveraging the power of humanity within B2B marketing influencer relationships, just as we do in successful real life relationships, Rani explained. Now let's jump right in with the five top tips I took away from attending Rani's insightful MarketingProfs B2B Forum #MPB2B 2020 session, "Influencer Love Affair: Dating With an Eye Towards Long-Term Commitment, Not One-Night Stands." 1 — Building Sustainable B2B Influencer Relationships Rani examined how building sustainable influencer relationships involves a journey through the funnel, from being generally unaware about your brand to obtaining a certain level of awareness, and then moving on to genuine interest, ultimately followed by engagement, connection, and becoming powerful and loyal brand advocates. Rani suggested working with influencers towards a goal of making the conversion from being unaware to passionate advocates for the brand, at which point they can become active and important parts of a brand’s strategy. Many of the best practices that Rani shared are equally adept in the oftentimes different worlds of B2B and B2C, she noted, sharing an "Influencer Mantra" theme she has used for Adobe. The mantra focuses on how building new B2B influencer relationships can benefit from some of the similarities with dating, with an eye toward long-term commitment and engagement, while also recognizing that not all influencers want to be involved in long-term commitments. 2 — Starting Out With Long-Term Influencer Programs How do successful long-term influencer relationships begin? Many times they start with saying “thank you,” Rani suggested, coming in the form of a physical hand-written card sent through the mail system, or via e-mail or a public social media post. Whatever form these thank you messages take, influencers should be addressed by name, and thanked individually for what they've done for you or your brand. Holidays provide additional opportunities to thank influencers with gifts, which Adobe uses to help show just how special their influencers are, Rani noted. When posted publicly on social media, expressions of influencer thanks and appreciation can be powerful messages that other brands will often see. Thanking your existing or potential B2B influencers can also come in the form of a LinkedIn* endorsement, and can even involve referring them for additional influencer work at partner brands. 3 — Investing Time Upfront Pays Off With Lasting Influencer Relationships A big part of any lasting relationship is when we each learn about one another, and Rani explained how it’s no different in B2B influencer marketing, where savvy brands will genuinely want to find out what makes the heart of a particular influencer sing? It’s important to put in the time to develop strong and enduring influencer relationships, Rani noted. As in any relationship, learning who an influencer really is requires time, and speed-dating just doesn't work, as strong relationships don't happen overnight. Learn about influencers by asking thoughtful questions to learn their passions and topics of interest, and this can be accomplished adeptly by asking open-ended questions such as “Where do you want to go, and what do you want to do?” Rani suggested. Then comes the time to perform the match-making part of the influencer marketing equation, by putting the knowledge you’ve gained about an influencer to use in connecting with the most relevant campaigns, brands, brand partners, or with other similar influencers. Rani also urged a share-the-mic approach when it comes to leveraging brand equity to build, grow, and help influencers. 4 — Meaningful Connections Are Still Vital & Possible Virtually While face-to-face meetings may be on hold, their power shouldn’t be underestimated according to Rani, who shared several ways we can still connect virtually with influencers, including at Adobe’s upcoming Adobe MAX 2020 conference. At this and other events Adobe works to create very special experiences for their influencers, including: Exclusive influencer summits Event pre-briefings Sneak-peeks into embargoed programs Special forums asking for feedback These help us learn what an influencer’s community of social media followers and fans are saying, and to find out what an influencer would do in a particular situation — all valuable information. In-person events allow for a variety of fun things that can greatly enhance camaraderie, such as at an AdWeek event Rani mentioned during which Adobe hosted a cooking extravaganza for their influencers. All of these are designed to be fun and provide a low-key way to relax and connect on a very real human level, Rani shared, recalling the time Adobe’s influencers went to NASDAQ and each had time on NASDAQ TV to share their predictions. The influencers were happy to promote this on their own channels, and Adobe was able to as well, all combining to further build the brand fan base. Bringing influencers to a company’s headquarters for briefings, tours, meetings with corporate management and other on-site activities can also be a great way to strengthen influencer relationships, Rani shared. During the pandemic this can all be creatively done in our new virtual landscape, Rani suggested, stressing the importance of going out of your way to make these types of connections, even if it’s as simple as getting on the phone for an hour, a Zoom meeting or happy hour, or an online group chat. Rani brought up Adobe’s especially active influencer direct-message Twitter group, a special forum she has found to be quite heartwarming, with influencers acting as trusted advisors for one another. 5 — Good Judgement Tops Any Algorithm via GIPHY "Good judgement will always beat an algorithm," Rani said, while also noting that a smart influencer marketing program will need a certain amount of numerical and other data to help select the right cultural fit for an influencer, but that it’s even more powerful to understand that influencers are humans and not merely the sum of their various social media numbers. Rani urged B2B marketers to learn about influencers the way you would if you were checking on a potential soul-mate. How would you select someone for yourself, for a friend, or for your own family to date? In addition to audience number data, it’s important to look at the authority level of their audience, and to take the time and effort to filter this information from a personal and human level to understand the influencer’s cultural and overall makeup. Rani ended her insightful presentation with a famous Salvador Dali quote, “Have no fear of perfection — you'll never reach it,” and noted that while there will be disagreements with influencers, by having a long-term and mutually-respectful relationship, you’ll be able to honestly share such issues and work through them together. Finally, during the post-session question and answer period, Rani shared some of the key performance indicator (KPI) elements often used for measuring success, but suggested that these always varies from campaign to campaign, and can include KPIs such as social volume, retention, sales, or pure engagement. The ultimate KPI of an influencer having your back is both priceless and unquantifiable, however, Rani noted, offering examples of how Adobe’s influencers have been powerful allies when it comes to providing crisis management, as they are often the first to defend a brand. In today’s virtual environment, influencer connection requires a bit more ingenuity and effort but accomplishes the same things as during pre-pandemic times, Rani observed, noting that we should keep in mind that the key tactics haven't changed, and we shouldn’t use the current times as an excuse to not be human. Be sure to check out our additional #MPB2B 2020 coverage listed below, and don't miss our CEO Lee Odden's session “New Research: How to be Successful With Influencer Marketing” on Thursday, November 5th at 12:55 p.m. Eastern. 10 Must-See Sessions at MarketingProfs B2B Forum 2020 #MPB2B 25 Top B2B Marketing Influencers To Follow In 2021 #MPB2B *Adobe and LinkedIn are  TopRank Marketing clients. The post Adobe’s Rani Mani: 5 Tips For Creating Your B2B Influencer Marketing Love Affair #MPB2B appeared first on B2B Marketing Blog - TopRank®.
The cultural impact of the coronavirus and inequality and lack of diversity in the media business broadly — and in food media specifically — have become a central topics. The post ‘When terrible things happen, our numbers go up’: How NYT Cooking is approaching the pandemic, politics and inclusion appeared first on Digiday.
Plus, an army of $10 and $15 kitchen gadgets on sale now at Best Buy.
A logo for Resident Evil 3: Cloud version has been spotted, which could mean Capcom’s excellent remake is on the way to Nintendo Switch.
Illustration by Alex Castro / The Verge T-Mobile has announced another expansion of its 2.5GHz midband 5G network, which is now available in dozens of new cities, nearly doubling the coverage of its last major midband rollout from the end of September. With today’s expansion announcement, T-Mobile says that it now has midband 5G support in nearly 410 cities and towns in the United States. The new expansion comes just after the launch of Apple’s new 5G-compatible iPhone 12 lineup, which is expected to vastly increase the number of 5G devices in the US. T-Mobile’s 5G network combines its widely available 600MHz low-band network (which offers coverage on a nationwide scale but not much in the way of speed improvements of LTE) with the faster 2.5GHz network (which it acquired... Continue reading…
Learn about the new features that come with Amazon Stores and how they can drive traffic, increase your conversions, and boost your brand.The post Amazon Stores: An Essential Guide for Driving Growth with Storefronts via @AMZRobynJohnson appeared first on Search Engine Journal.
(National Research Council of Science & Technology) The Korea Institute of Civil Engineering and Building Technology (KICT) has announced the development of an effective structural strengthening method using a noncombustible carbon textile grid and cement mortar, which can double the load-bearing capacities of structurally deficient concrete structures and increase their usable lifespan by threefold.
The investor explains when it's the right time for startups to go public and how apps have overtaken telcos for the first time in Southeast Asia.
Daniel Kirchert, co-founder and CEO of Byton, has left the business and the company's board of directors have approved a restructuring plan.
The company is expected to debut the iPhone 12 during a streaming presentation Tuesday. Here's how to tune in.
In the upper left corner of the United States resides an inconvenient truth for President Donald Trump and his followers: A highly successful mail-in voting system.Amid a pandemic that has made in-person interactions dangerous, Trump and his allies have attempted to sow fear and uncertainty around mail-in voting even as he attends in-person rallies and events that we now know may have exposed hundreds to Covid-19. But his dangerous tall tales of fraud and tossed ballots are readily dispelled against the backdrop of Washington state’s entirely by-mail voting system. Voting by mail is the safest, most secure way to get this election done and to restore trust in a bedrock of our democracy.I know this because I chair the council for King County, Washington, which has run vote-by-mail elections for over a decade. We are the largest jurisdiction in the United States to conduct all elections by mail. Our nonpartisan regional government represents 2.2million people who live in Seattle, Bellevue and dozens of other cities and surrounding communities. And we have been voting exclusively by mail here since 2009, and statewide in Washington since 2011.This means that our elections — for president, Congress, governor, county and city councils, school boards, special districts — are all conducted fully by mail. And I can tell you without any doubt whatsoever that Trump, and those repeating his propaganda, are wrong about voting by mail. Voting by mail is simple. It works. It’s convenient and secure. It has bipartisan support. In fact, Washington state Republicans overwhelmingly support the system, including our Republican Secretary of State, who herself was elected by mail-in ballots, in our increasingly blue-trending state. Even after being inundated with months of the president’s outright lies, a new poll released last week by the respected western states research, public affairs and communications firm Strategies 360 found that a majority of conservatives in our state still support it. Our system has been reviewed and found to be very accurate. In the 2018 election, Washington state found just 142 cases of improper voting out of 3.1 million ballots cast, an error rate of 0.00004581.A well-designed vote-by-mail system is at least as secure ― and far more inclusive ― than voting in person. In Washington, we take a multitude of steps to ensure that neither ballots, nor ballot drop boxes, are tampered with. Ballots are tracked and verified. Votes are not dumped or double-counted. Only ballots from confirmed registered voters are counted. Our system has been reviewed and found to be very accurate. In the 2018 election, Washington state found just 142 cases of improper voting out of 3.1million ballots cast, an error rate of 0.00004581.In King County, the effect of our robust vote-by-mail system means voter turnout in record numbers. We saw 82% voter turnout in the 2016 general election, and 76% in 2018. Compare that with the national turnout of 61.4% in 2016 and 53.4% in 2018, according to U.S. Census Bureau records. Indeed, an August study published in Science Advances found that mail-in voting increases voter participation, often significantly. We are so confident that our system is accessible to everyone that our county’s nonpartisan elections director has credibly set an audacious voter turnout goal of 90% in this year’s general election.Voting by mail also reduces the opportunity for voter suppression through intimidation or other factors and it offers a physically distant way to vote as the Covid-19 pandemic wears on. Voters cast their ballot from the privacy of their home and then mail their ballots (no postage necessary in Washington state) or drop them in a ballot box without interacting with anyone. President Trump seems to fear this ease of voting. During the first presidential debate last week, he told his followers to go out to the polls and “watch very carefully,” a suggestion that could amount to illegal voter intimidation. Earlier this month, Trump supporters blocked voters from entering a polling place in Virginia. But with mail-in ballots, neither he nor his henchmen can stand in the way.So, what can we do? First, make a plan for how and when you’ll vote. Check your registration, be sure your ballot will be mailed to your current address or update it if you need to. If you are traveling away from home, request a ballot be sent to you if your state or county allows it. Talk to your friends and family about voting and how you can be sure your voice is heard. Vote early if you can. Once you cast your vote, track your ballot. You can track your ballot in all 50 states and the District of Columbia.This pandemic-year election will chart the course for the future of our country. Voters must be given every opportunity to take part in it. Vote-by-mail is the best way to give all voters every opportunity to take part in it. We must ignore the fear-mongering and attempts to suppress our vote and instead embrace this safe and easy method that allows everyone to have a say in our selecting our government leaders.Claudia Balducci serves as Chair of the Metropolitan King County Council, the governing body for King County. This article first appeared on HuffPost Personal.Have a compelling personal story you want to tell? Find out what we’re looking for here, and pitch us on [email protected] from HuffPost UK Personal I'm More Afraid Of A Second Trump Term Than My Cancer Coming Back. Here's Why I Run A Muslim Mental Health Helpline. Covid Has Put My Community In Crisis I Found Out I Was Losing My Cineworld Job On Social Media
Juniper Networks now offers a VPN solution to allow remote workers to securely access their corporate networks.
The US refused to join the Covax vaccine initiative in September, with the White House calling the World Health Organization "corrupt."
Now all we need is a Prodigy / Picard crossover to reunite her with Seven.
Trump's absence was the most noticeable aspect of the night, in the sense that it allowed for an actual discussion on the biggest issues of the day.
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