Online Presence


When Marketing Over Social Media, Test, Experiment and Test Some More

When Marketing Over Social Media, Test, Experiment and Test Some More

Image credit: Shutterstock


One of the most effective and cost-efficient ways to spread the word about your brand and find new customers can be over social media. But from Facebook to Twitter to Google+ to Pinterest and beyond, how can an entrepreneur know which social networks to be on and spend the most time using? And how can one juggle all that it takes to engage with fans and followers while also trying to grow a startup? The short answer: Experiement with content and posting times until you get the level of engagement you’re looking for.

These are just some questions we answered today in the third installment of our Google Hangout Series, “The Best Marketing Advice You’re Not Following.” We chatted with a trio of digital marketing experts from our Team Digital:

  • Joanna Lord, chief marketing officer at Seattle-based BigDoor, a customer loyalty technology startup. Before that she served as vice president of growth marketing at online marketing and analytics service SEOmoz.
  • Eric Siu, chief operations officer of Single Grain, a digital marketing agency based in San Francisco.
  • Brian Honigman, a Brooklyn, N.Y.-based freelance writer, content marketer and social-media consultant. Previously he served as the digital marketing executive at New York City-based Marc Ecko Enterprises.


While marketing over social media requires an investment in time and a commitment to experimentation, always be sure to add value to the conversation. “Whatever medium you’re on, you should be delivering actual value,” Honigman said.

Also, be as transparent as possibly with tough issues about your business. “As a marketer, I love transparency,” Lord said. “It has now also become the norm in communication on social channels.”

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Mobile Strategy

Inside Responsive Design: The Pros And Cons Of The Popular Mobile Strategy

JOSH LUGER JUL. 8, 2013, 5:39 PM 
  • bii_responsive_majorcompanies

BI Intelligence

Responsive design, a technology that stretches or shrinks Web pages to fit differently sized screens, has emerged as the most-often recommended manner of optimizing content for mobile devices. This dominance was cemented in mid-2012 when Google recommended responsive design as the best strategy for smartphone-optimized websites. 


As the iPhone, Android phones, and iPad became bestselling consumer gadgets, businesses realized their Web presence needed to translate to those smaller screens. Otherwise, their websites would bear tell-tale signs of a business clueless to mobile: tiny text, tinier links, and a jumbled layout. They risked lost traffic and sales.

These days, responsive design is recommended as the gold standard. But as with most technologies in a multi-device world, it has disadvantages, and it’s not right for every business, or every application.

In a new report from BI Intelligence, we describe what responsive design is and compare it to other mobile optimization tools, analyze responsive designs pros and cons, examine data and statistics that track responsive design adoption and performance across mobile, and evaluate whether dedicated mobile websites have their place, and detail the ramifications for HTML5 development. 

To access the full report, sign up for a free trial of BI Intelligence today >>>

Here’s an overview of the main mobile optimization tools:

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Local – Mobile Marketing

Why Local-Mobile Marketing Is Exploding

JOSH LUGER JUL. 4, 2013, 3:58 PM 



BI Intelligence

Location-based mobile marketing promises the sky: high conversion rates, surgical targeting, and rich consumer profiles.


But does it deliver? According to many accounts, it does.

Not surprisingly, retailers, brands, and agencies are scrambling to hone their location-based approaches. These encompass everything from “geo-aware” and “geo-fenced” ad campaigns, to hyper-local efforts keyed to Wi-Fi hotspots, and algorithmic location-based targeting of audience segments like soccer moms, bargain hunters, coffee enthusiasts, etc.

In a new report from BI Intelligence on location-mobile marketing, we take a look at key stats on the location-based services marketplace that indicate it’s supremacy in mobile marketing, explain how the most important techniques (such as geo-aware, geo-fenced, audience-based local-mobile campaigns) work, examine the cornerstones – such as data and audience building – to a successful location-based mobile strategy, look at who has the valuable location-based data, and analyze the six most effective local-mobile marketing tactics. 

Access The Full Report And Data By Signing Up For A Free Trial Today >>

Here’s an overview of the location-mobile marketing explosion:

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Brands – Social Media

What Social Media Platforms Are Right For Your Brand?

JOSH LUGER JUL. 1, 2013, 7:52 PM



BI Intelligence

Brands need to be present wherever audiences invest their time and attention. Increasingly, that means social media. U.S. audiences spend a half-hour to three hours daily on social mediaSocial media is one of the largest time buckets on mobile.


Brands and businesses that are invisible on social media will miss a chance at engagement that their competitors might seize. More importantly, there are already well-known cases of brands that successfully revitalized their images or launched themselves thanks to social media wins. The benefits to a successful social media brand presence are significant, even if the route to get there isn’t clear-cut.

The first step is choosing the right platforms to invest time and resources in. Which platforms to be on is a crucial question, even for the most deep-pocketed brands.

In a new report from BI Intelligence, we review each of the top social media platforms (Facebook, Twitter, Youtube, Pinterest and Instagram), analyze the considerations and potential benefits for brands working on each platform, and explore what brands and companies would benefit most from focusing their efforts on certain channels. 


Here’s an overview of how things currently stand:

Startup – Fortune 500

This Is What It Takes For A Tiny Startup To Close Million-Dollar Deals With Fortune 500 Companies

MEGAN ROSE DICKEY JUN. 26, 2013, 9:24 AM 
ilya tokhner

Courtesy of Ilya Tokhner


Y Combinator startup AnyPerk has made some serious headway in the employee perks space since launching last March.


It has attracted the business of hot startups like Pinterest, Klout, Seamless, BirchBox, Quora, and even Pandora. 

AnyPerk helps small companies offer their employees top-notch perks like discounts on monthly wireless plans from Verizon, AT&T, and T-Mobile, and gym memberships at 24 Hour Fitness.

AnyPerk’s agreements with three of the four largest wireless carriers will bring in $7.2 million this year in revenue, AnyPerk Director of Business Development Ilya Tokhner tells Business Insider. Over the next three years, the startup expects that number to increase to $50 million.  

But how did this tiny startup close those deals with industry giants? 

“The main thing that I always tell people is that you have to remember you’re dealing with people,” Tokhner says. “And a lot of time people forget that, and they’re so enamored with what their initiatives are, what they need to do, they call in, jump into the pitch, don’t build the relationship, and as a result, it’s just outside noise.”

Here’s Tokhner’s five-step process for closing deals:

  1. Do your homework: Find out where your potential partner is having a major problem and solve it for them.  
  2. Find your champion: Without heavy support from someone on the inside, all you are is outside noise. “Most people think that you have to go to the CEO, or the senior vice president, or someone very high up in the food chain, to get anything across,” Tokhner says. “That is only the case a small fraction of the time.” 
  3. Build trust: Remember that on the end of the other line is another person. Don’t just cut right to business, show them that you are invested in them and they will invest in you. The actual deal is only a small piece of the equation and should only be an extension of your relationship.
  4. Align incentives: Make sure that you genuinely care about solving your potential partner’s problem; always make it about them. If you are too caught up in your own agenda and your “sell,” it shows, and makes your deal a non-starter.
  5. Deliver: Just because the deal is closed, doesn’t mean it’s over. Once everything is in place, it is imperative that you deliver on your promises and execute your part of the deal. A major partnership is a living breathing thing, so you have to maintain the relationship on both the personal and business side. Success breeds more success.

Facebook Advertising Explained

The Facebook Advertising Ecosystem Explained

JOSH LUGER JUN. 24, 2013, 4:00 PM  
facebook ad revenue

BI Intelligence


Facebook is a daily destinations for millions and millions of consumers. Increasingly, their ad products offer targeting according to specific demographics, social connections, interests, and habits. 

Advertising on Facebook has become more sophisticated, varied, and data-intensive. Facebook has rolled out a spate of new ad formats in the past year and now offers at least seven major ways to advertise.

In a new report from BI Intelligence, we analyze the state of social media advertising and where it is heading, offering a comprehensive guide and examination of the advertising ecosystems on Facebook and Twitter, analyzing each of their principal ad products and concepts behind them, offer a primer on Tumblr as an emerging ad medium, and detail how mobile is an important part of this story as mobile-friendly as native ad formats fuel growth in the market.

Access The Full Report And Data By Signing Up For A Free Trial Today >>

Here’s an overview of the Facebook advertising ecosystem:

Startup Conference

IT’S HERE: Announcing Startup 2013

VALERIE REIMER JUN. 23, 2013, 9:28 PM 


Startup 2012

Michael Seto, Business Insider

Business Insider Startup was launched five years ago into a NYC tech scene that was sorely lacking in community. It quickly became a must-attend for entrepreneurs.


Fast forward five years and NYC now has a vibrant tech ecosystem and plenty of business plan competitions. It was time reinvent Startup.

We’re excited to announce that Startup 2013 is back on October 24 with a new format, new venue, and an exciting new partner: General Assembly.

Join us for a day of learning that will make you a better entrepreneur. You’ll come away with the tools you need to propel your great idea into a fully-funded, successful venture. You’ll also gather important contacts and inspiration.

Spend the morning enrolled in “Startup University,” powered by General Assembly. Chose from 15+ classes designed to provide the critical knowledge entrepreneurs need, including design, data analysis, “growth hacking,” apps, PR, VCs, product development, and more.

In the afternoon, you’ll join your fellow entrepreneurs in the auditorium for a series of discussions, presentations, interviews, and more. A first cut at the agenda includes:

  • I’ve Seen The Future, And This Is What It Looks Like
  • Internet of Things: How Ordinary Objects Are Being Brought To Life
  • Can Fads Become Businesses?
  • How To Change Laws That Get In Your Startup’s Way
  • We’re In The Billion-Dollar Club, And Here’s How We Did It

Hear from veteran VCs, breakout startups, tech stars, and repeat entrepreneurs. Startup attracts NYC’s top entrepreneurs. 

Save the date! Or better yet, buy a ticket while you can still get the early-bird rate. (Yes, we have reasonable rates for entrepreneurs.) We hope to see you downtown at the Museum of Jewish Heritage on October 24.