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Yellow Pages: from municipal phone books to mobile phone bucks

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How Montreal-based company is reinventing itself for the key Vancouver digital content market By Tyler Orton Yellow Pages CEO and president Julien Billot was in Yaletown June 2 after his company acquired two Vancouver-based magazines the week before. He said Yellow Pages is driven to provide more content to users as it evolves into a digital company | Photo: Tyler Orton Yellow Pages (TSX:Y) (YP) spent about a century pushing thick books filled with business names, addresses and phone numbers that would fill the space between ads. And then the arrival of the Internet search engine shook its business model to the core. “The book was mainly publishing raw data, so it’s not really content,” said YP president and CEO Julien Billot, who’s spent the past 18 months leading the company’s transition from a print-centric to digital business. “The real transformation for us is shedding that.” Billot was in Vancouver June 2…

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The 10 Best Social Media Marketing Campaigns of 2016 So Far

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Marketers dream of creating and implementing the greatest buzz-building marketing campaign on social media, and the first half of 2016 has revealed no shortage of companies striving towards this ambitious goal with both traditional and new tactics to get people talking about their brands on social media. Since 2015, Adweek has been evaluating hundreds of individual campaigns for Shorty Awards, which are awarded for best content in social media. The following 10 great social campaigns will likely show up on that list in 2017. 1. Lowes – FixinSix Playing off the popularity of time-limited video with apps like Vine and Snapchat, the marketing team at Lowes have created a clever, ongoing social campaign that offers quick home improvement tips in just 6 seconds. Each clip uses stop motion techniques along with claymation-type animations to create fun and engaging videos. Don’t rely solely on in-house videos for your own marketing campaign. Learn from Lowes’…

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Do Page Likes Still Matter on Facebook?

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By Andrew Hutchinson Now this may seem like an odd question, of course we all want Likes on our Facebook Pages and posts. But given changes over time to the way the platform works and how the News Feed algorithm functions, does the number of Page Likes you have matter as much as it used to? Does having more Page likes necessarily mean you’re a better business, or the best option relative to a users’ search? Likes are the fuel that runs the Facebook machine, the tool that defines organic reach, that Facebook uses to target us with ads – without doubt, Likes are important. But just how important are they in the modern Facebook eco-system? Here’s an examination of the evolution of the Like and how it’s influence has been diluted over time. Likely Development Facebook introduced the Like button in February 2009, providing users with, according to Facebook: “…an easy…

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Why the Humble Quiz is a Brilliant Content Marketing Tactic

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You might be surprised to learn that the number one article on “The New York Times” in 2013 wasn’t an article, it was a quiz. This quiz, “How Y’all, Youse and You Guys Talk” aimed to answer the question “What does the way you speak say about where you’re from?” In less than a dozen days, the quiz received more traffic than any other article on “The New York Times” launched during the entire year. In fact, OkDork reports that over the last several months 8 of the 10 world’s most shared articles were quizzes. The data proves some quizzes are unequivocally shareable and engage the masses, while others fail horribly, but why? Find out what makes a quiz great and how quizzes are being used as an amazing content marketing tactic. 7 key principles of a killer quiz Incorporating these seven principles into a quiz won’t guarantee it goes…

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How 5 Prestige Brands Innovate and Market on Facebook

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Perception sometimes equals reality when it comes to marketing. Businesses that win and are successful often create a public persona and brand that enables them to remain at the top of the food chain through emotional and clever marketing. It is not about the facts but how they touch the hearts and emotions of their customers and fans. Prestige brands sell products for premium prices that don’t reflect the real cost of production but how their products make their clients feel.  They tap into the limbic and emotional part of the brain and bypass the thinking cerebal cortex. How else can you justify the purchase of a coat, dress or shoes that sell for $2,000 when the cost of making it is $30? Does the price for an Apple iPhone or a Loius Vuitton bag reflect real or emotional value? The booming sales for premium brands reveals that “Human beings…

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3 Great Ways To Reward Your Social Followers

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Social media marketing is a game of give and take. As a marketer, it might feel like you’re constantly giving – great blog content, witty tweets, alerts to breaking news, special offers, promotions. Indeed, you may even think from time to time that you are giving your very soul to your keen and hungry followers on social media. But, those followers do give back, of course. They give back every time they click on one of your links, read your blog, like your Facebook post, or retweet one of your articles. And this is where the rewarding part of your job comes in – especially when some of those followers actually go one step further and leave a comment or even a question after a piece of content that you have lovingly provided for them. Yes, when you start to garner some real, meaningful engagement with your following, then that’s…

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6 things you absolutely shouldn’t do when marketing your services via social media

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Promoting your services on social media sites like Twitter and Facebook can be tricky. People don’t like the hard sell so if you push too hard you could lose followers quicker than you can gain them. To make best use of social media and to stop people unfollowing you take a look at this infographic from Salesforce which gives you 6 things to avoid and 5 things to do instead.

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What is the Value of Your Social Media Assets and is it Worth Measuring?

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Companies and brands have refined processes and systems for ascribing value to their physical assets and bricks and mortar properties but when it comes to the measuring of their online properties value there is mostly a big yawn. We live in a knowledge economy where information is vital and critical to ongoing success as we transition to a post industrial age where workers don’t carry bricks but laptops, iPads and iPhones. Increasing the value of your online assets which displays a brands knowledge and thought leadership to the world should be made a priority for any modern business. These assets are now not just restricted to online properties you own such as your website but anywhere you have a web presence and this includes your social media channels. What are Social Media Assets? Online assets are not just your website, it is any web presence that makes it easy for customers…

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10 Morning Rituals For A Better Day

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What are your morning rituals? If you claim you don’t have any, think again. What do you do after you wake up each morning? Those are your rituals. The difference is that when you’re intentional about them, you can use the first hour of your day to improve the rest of it. Here are 10 ideas to start. This article originally appeared on Superhero You and is written by Sasha Graffagna. 1. Stop pressing snooze. We’ve all woken up a few minutes before the alarm goes off, only to bury our heads into our pillows to savor those final precious moments of sleep. Unfortunately, going back to bed means both lesser quality sleep and that you’ll feel more tired when you wake up again. Make a habit of never pressing snooze, perhaps by standing up and staying standing immediately after waking. Feeling brave? Buy an alarm clock without a snooze…

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How to Design An Irresistible Facebook Page

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11 million people use Facebook every 18 minutes… 7,246 new users are added to the social media mammoth every 15 minutes and 936 million active userslogin into the site on a daily basis. Do these Facebook facts make you wonder? “Am I missing out?” Even large businesses are gradually distancing themselves from traditional forms of advertising and are battling for new customers on social media sites.1 According to a recent study conducted by KA Social, 75% of the world’s population is on social media, and the other 25% of the population is both curious and excited to be on it. It’s easier, quicker and cheaper to put up a Facebook page with dynamic content compared to traditional and more expensive ways of promoting your brand. Your Facebook page is an extension or your primary website. It showcases your business philosophy. A well-designed page isn’t just about how it looks –…

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