Tips on Reputation Management, Creative, and Content Marketing
Written by Carolyn Martin
Reputation Management: “Don’t wait until you have a crisis.”
- Be proactive about your reputation by searching for anything that is being said about your business.
- Complaints can easily go viral if not handled quickly. Make sure to send critics a reply quickly and courteously with details on how to contact you.
- 70 percent of reviews are good and 30 percent can be bad. If you look too perfect, it won’t be believable.
- Invest in tools to monitor what is being said about your business. You can either make the time or budget for the tools to search for your business reviews.
- Small businesses can implement free tools like Google Alerts and Google Reader for tracking their reputations.
- Reward employees for motivating customers to write reviews. Some companies have instituted an employee rewards program for getting a customer to write a review.
- Ask your satisfied customers to write reviews. Just send them an email and ask.
- Institute Social Media Guidelines so everyone is on board on the policy of handling a crisis.
- Allocate company ambassadors to assist in handling replies to a crisis.
- The Social Media “magic team” includes marketing, HR, and legal for creating guidelines.
- Participate in cause related marketing. Find out what charities your audience cares about and participate in them.
Creative Workshop: “Great Stories and Pictures Move People.”
- Ask yourself what you are presenting to the end-user.
- Create Dynamic Creative with relevant pictures, offers and a call to action.
- Think of ways you encounter your audience.
- Your landing page is super important in driving performance.
- Always build a story that speaks to the users and combine it with a human element of experience.
- Re-market messages with sequential postings relating to the original message.
Content Marketing: “Create It and Link It.”
- Work on collecting content from multiple channels in an organization (HR, PR and Marketing).
- Social Sharing is how content becomes viral so identify where your content will be posted.
- Generating Content is the most effective method for SEO results.
- Optimize all of your content by making small changes so it fits onto different sites.
- Always collect and search key words to have an understanding of what people are looking for.
- Looking for more ideas? Check out 30 Content Marketing Tips By Lee Odden.
How AWS helps NASCAR delight its fans
AWS needs no introduction to readers of Technology Magazine but we rarely get an opportunity to look closely at how it serves the sports sector. All major sports draw in a huge supporter base that they want to nurture and support. Technology is the key to every major sports organization and enabling this is the driving force for AWS, says Matt Hurst, Head of Global Sports Marketing and Communications for AWS. “In sports, as in every industry, machine learning and artificial intelligence and high performance computing are helping to usher in the next wave of technical sports innovation.”
AWS approaches sports in three principal areas. “The first is unlocking data’s potential: leagues and teams hold vast amounts of data and AWS is enabling them to analyze that data at scale and make better, more informed decisions. The second is engaging and delighting fans: with AWS fans are getting deeper insights through visually compelling on-screen graphics and interactive Second Screen experiences. And the third is rapidly improving sports performance: leagues and teams are using AWS to innovate like never before.”
Among the many global brands that partner with AWS are Germany's Bundesliga, the NFL, F1, the NHL, the PGA Tour and of course NASCAR. NASCAR has worked with AWS on its digital transformation (migrating it's 18 petabyte video archive containing 70 years of historical footage to AWS), to optimize its cloud data center operations and to enable its global brand expansion. AWS Media Services powers the NASCAR Drive mobile app, delivering broadcast-quality content for more than 80 million fans worldwide. The platform, including AWS Elemental MediaLive and AWS Elemental MediaStore, helps NASCAR provide fans instant access to the driver’s view of the race track during races, augmented by audio and a continually updated leaderboard. “And NASCAR will use our flagship machine learning service Amazon SageMaker to train deep learning models to enhance metadata and video analytics.”
Using AWS artificial intelligence and machine learning, NASCAR aims to deliver even more fan experiences that they'd never have anticipated. “Just imagine a race between Dale Earnhardt Sr and Dale Jr at Talladega! There's a bright future, and we're looking forward to working with NASCAR, helping them tap into AWS technology to continue to digitally transform, innovate and create even more fan experiences.”
Just as AWS is helping NASCAR bridge that historical gap between the legacy architecture and new technology, more customers are using AWS for machine learning than any other provider. As an example, who would have thought five years ago that NFL would be using ML to predict and prevent injury to its players? Since 2017, the league has utilized AWS as its official cloud and ML provider for the NFL Next Gen Stats (NGS) platform, which provides real-time location data, speed, and acceleration for every player during every play on every inch of the field. “One of the most potentially revolutionary components of the NFL-AWS partnership,” says Matt Hurst, “is the development of the 'Digital Athlete,' a computer simulation model that can be used to replicate infinite scenarios within the game environment—including variations by position and environmental factors, emphasizing the league's commitment to player safety.”