In an ever widening search to bring value to our clients, I'm introducing a new series to this page, where we will have occasional conversations with significant players in the marketing and communication fields. The goal is that we will both learn a little something, and get to know some people in several aligned industries as well. 

This month, we speak with Rohit Valia, CEO / Founder of Cafyne, Inc. a US-based startup which helps enterprises protect their brand by ensuring compliance to regulatory and company policies.

Cafyne is one of the new breed of start-ups launched by an incubator and was selected as one of the "Cool Vendors of 2014" by Gartner, noting "The future success of risk management will require the creative use of current technology, as well as innovations that support the digital business and capitalize on technological advances within the Nexus of Forces — cloud, social, big data and mobile" .

We talked with Rohit late last year. 

Namarketer: Your website says Cafyne, Inc. is founded on the principles of helping organizations safely leverage social media to enhance their brand by amplifying their social media presence while managing risk arising from potential violations of regulatory and company social media policies. Simply, how does it do that?

Cafyne was listed by Gartner as a Cool Vendor 2014 for its Enterprise Social Media solution and enables the creation of a stress-free social media marketing environment for corporate enterprises. Cafyne allows employees to amplify their brand and increase marketing organically. Why should anyone stress over social media as social media should be fun, informative, and a strong asset for brands. Companies can put themselves in jeopardy when they have a ”slip" that can ruin their reputation and trust. Using our Stimulator, Observor, Enforcer, Discoverer, and Archivor tools, companies can leverage employees while abiding by company policy. 

 

Namarketer: Where did the idea for Cafyne come from?

The exciting energy from caffeine continues to bring people together under one roof, making it easy to hang out, mingled and join hands to generate new and creative ideas. Sip a nice cup of coffee, relax, and fuel up for the next day, week, or even the year. Similar to caffeine, the Cafyne Social Stimulator is personalized fuel for organizations to leverage their employees as a way to grow and develop organic and authentic conversation with their teams, partners and customers using multiple social media channels.


Namarketer: Gartner was named Cafyne a 2014 Cool Vendor in Risk Management. Tell us a little about how you can help a business manage their risk, and why that has become so important today.

Risk management is a growing concern for businesses, especially Health, Finance, and Retail. FFIEC, SEC, FDA, NLRA, FCRA, COPPA, FTC Disclosure Guidelines, Digital Millennium Copyright Act, Computer Fraud & Abuse Act, Electronic Communications Privacy Act and the Communications Decency Act are just a few examples of major policies regulations. One mistake on social media is all it takes to destroy a brand’s reputation. It is hard to manage multiple social media platforms and hundreds of employees at the same time. It’s scary to think that you never really know what is going on when it comes to employee engagement and brand marketing on social networks. Cafyne works with companies to prevent this from happening and make it easy to amplify employee marketing. We offer personalized tools and resources for companies that want to cut risk, increase engagement, and make the most of social media networks. Employees get their own profile on Cafyne.com and optionally, link their social media accounts. A designated  “approver” or automated policy engine,  can be used to manage  business related content produced by employees. Each business can personalize their approval system, choosing Rules that flag inappropriate content, making sure it never hits a social media newsfeed. Predictive analytics shows the expected ‘Virality' of a post.  Users are provided with intelligent analytics to see how their content performed, who it reached, and so much more.  In addition, all Business accounts content is archived to meet the Regulatory guidelines.

 

Namarketer: Recently, the U.S. Securities and Exchange Commission levied a $100,000 fine against adviser Mark Grimaldi and his firm last week for misleading investors in two tweets about his investing strategy's performance.  How might have Cafyne prevented this from happening?

 In a recent article 
Reuters states,"While the promotional appeal of social media is understandable, the risks of clicking that "post" button can be high.” This is a great example of why companies are at risk with their social media profiles.  Cafyne stops social media accidents by using a tool called the Stimulator. This tool allows employees to submit social media content for approval before going live. This system regulates and amplifies employee engagement, taking the stress away from worrying about policies and rules. In this incident, Mark could have assigned a review of the post to ensure it met the guidelines with a link to more details of their disclosures.

Q; Firms use social media for purposes such as marketing, communications and client outreach, but they have to be careful not to breach rules concerning advising and making recommendations for clients. How can this be integrated into the Cafyneworkflow?

 

We personalize our approval tool to fit a company’s needs. A company’s workflow will improve greatly, increasing productivity and organize marketing. In addition, with the analytics embedded in the product, Cafyne allows marketers to get a prediction on the Impact for a given post as soon as it hits the Network.

 

Namarketer: What is next on the drawing board for Cafyne? Improvements, Extensions,? New product

Cafyne is always looking to innovate and bring new capabilities that leverage our expertise in Real Time Big Data technologies and Data Science capabilities. Stay tuned for new and improved Social Analytics, Mobile capabilities, support for additional social networks and broader language support. Be sure to follow @Cafyne on twitter and Cafyne.com on Facebook!

 
 
  Rohit Valia, CEO / Founder of  Cafyne, Inc

 Rohit Valia, CEO / Founder of Cafyne, Inc

 
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Side reading: Social Business: What Keeps Compliance Up At Night? (Forbes, Nov. 2014)

Posted
Authorbob namar

SEO isn't dead. Or dying. But the industry surrounding it is getting people to focus less on the tactical and more on a strategic approach to their authority, semantic relevance, and the user experience.

I have many clients and prospective clients whom, in the course of our discussion about content, ask about our ability and proficiency with SEO. It's clear what they are looking for - someone to fool the Google algorithm into getting their site - no matter its quality - higher in the rankings.

 Among the many benefits of frequent, quality content is enhanced search rankings.

Among the many benefits of frequent, quality content is enhanced search rankings.


These are like the people who want to learn the 'trick' to winning the Home of the Year contest. But instead of simply planning to design and build the best house they can and fill it with the most attractive and useful contents, they look at the elements of previous winners and try to incorporate all of those to shortcut their way to the finals.

But Google, --like the judges in the Home of the Year contest--keeps evolving their idea of a what is best. The same home--or even the the same style home--won't win in successive years because the judges don't want you to follow a formula. They want you to build something great. 

So it is with your website. Make it smart. Delight the people who come to visit by giving them what they need and expect from you. And fill it with great content. That is your best chance to be a winner -- whether for home of the year, or in building a successful online business.

Our friends at Mashable recently published a powerful view about this topic (Are we coming to the end of SEO?). While 'optimization' will likely always play a role, at least in the basic efficiency of a website, we concur that the way to go forward, the direction that Google and the rest of the industry is looking to move, is away from the gaming of search results, with a focus on strong content quality.

Build something great.


Video. Not only is everyone in marketing discussing it, but online video is now the dominant medium for getting your message heard. The big brands and top agencies are there, and to be sure, your audience is too. 

Image

You may not be able to create a viral video, --please don't even try-- but you can still maximize the impact of a video, no matter if you're a brand marketer, B2B marketer, agency or anyone who wants to deliver a message.

I ran into Rob Ciampa, VP of Marketing at Pixability, at the Custom Content Council's Content Strategy Exchange in New York City this summer. He has five tips he shared for getting started with video marketing. They are:

  1. Video content is king. 87% of marketers are now using video as their primary source of content. They've discovered the impressive results video produces compared to other types of content.
  2. Don't be afraid to use YouTube. The YouTube community is massive, and the service is the second largest search engine on the Internet. If you're seen on YouTube, you'll be seen on the Internet.
  3. Don't get hung up on production. High production values do not mean a high return on investment. Even big brands like Dell have found success with uncomplicated employee demos.
  4. Video marketing matters. Your work doesn't end with production; you need to put at least as much effort into your promotional efforts. Proper video marketing delivers a ten-fold increase in clickthroughs.
  5. Social media and video work together. Video drives your social media to work better because it enhances the two-way dialog that is crucial to social media success.
What you need to know above all is, when organizations do YouTube right, they get incredible results. When they don't, they stink.

How do you 'get it right?' It's not too hard, really. 

  1. Make lots of video content: be a consistent video content machine
  2. Practice good video SEO: take video optimization and YouTube channel architecture seriously
  3. Use different videos for multiple touch-points: Don't get caught in the overproduction trap. Lesser quality video works well.
  4. Link your video to marketing initiatives: apply the "always on" strategy to video marketing
  5. Ensure your video has branding: apply it consistently, intelligently and methodically
  6. Content vs. channels: adding more content is more important than adding more channels
  7. Engage your community via social media: audience is everything on YouTube

Good Luck. Roll'em! 

__________________________________________________

Bob Namar is the Namarketer, a professional writer, editor and Internet marketer providing promotions and marketing via custom content to businesses in New York and New Jersey.

 

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Authorbob namar

Namarketinggears2 Social Media is an important part of every digital marketing playbook. But many marketers still struggle with using it effectively. Keeping up with the constant changes that evolve seemingly daily separate weak marketing from strong marketing. Those who are able to adapt quickly will be far more successful than those who don't.

How to leverage this newest medium? Here's a few tips:

  1. The highest engaged piece of content is an image. Stills and videos; graphics, art. The picture is worth many thousand words.
  2. Tell Don't sell. 80 percent of your marketing should be education for the audience; information that they're want to interact with and is not disruptive to their user experience. Only 20 percent of the content that you push out should be promotional.
  3. Have a call to action. After all, that is what you are there for, to get a reaction.

For 2013, and likely forever beyond, the keyword is optimize.

Their has always been a historically shaky relationship between IT and marketing, one that evolved  is out of necessity. Namarketing - New Things for 2013 While the two have to be on the same page to engage with consumers who are now more connected than ever, as marketing technology makes new breakthroughs, marketers need to take ownership of the new tools that they will be using. For IT to make solid technology recommendations, they must understand what matters to marketers, like customer experience and responsive communication. Marketers that are set up to efficiently use new technology will have an advantage over those stuck on outdated approaches.

It's a new year. Time to embrace new things.

Happy New Year.

 

 

Posted
Authorbob namar

Before the Renaissance, the letter J had been merely a glyph variant of I. After the Renaissance, it became conventional to treat I as a vowel, and J and as a consonant. Thus, the Latin "gesta" for "deeds," turned to "geste" in Old French, "to carry, behave, act, perform, and became the root for words such as con-gest-ion, in-di-gest-ion, sug-gest, re-gist-er, belli-ger-ent, con-ger-ies, and ex-ag-ger-ate.

The letter J was officially set apart from I in the 16th century; probably first been used by Petrus Ramus, a French humanist philosopher, logician, and educational reformer, known for being an outspoken critic of the Aristotelian philosophy which dominated European universities at that time. He advocated a more natural approach to logic which would conform to the way in which the human mind actually approaches the world around it, and made a distinction between logic and rhetoric.

Ramus objected to the way in which young students were made to memorize meaningless facts and rules of logic, and set out to reform the curriculum of the faculty of the arts into one that would teach students to use reason to advance their knowledge. He advocated the “freedom to philosophize,” maintaining that the use of reason would eventually lead a person to discover the truth.By emphasising the central importance of mathematics and by insisting on the application of scientific theory to practical problem solving, Ramus helped to formulate the quest for operational knowledge of nature that marks the Scientific Revolution.

Science and math have not only advanced the world politically and socially, but economically as well.  This is no more evident that with the recent introduction of Microsoft's gesture controlled advertising

Lynx, Toyota and Samsung are the first brands to take advantage of Microsoft’s “game-changing” NUads platform for Xbox that uses Kinect gesture control to make ads interactive.  The ads will appear on Xbox Live this autumn.

Lynx

Xbox says the NUads platform “transforms standard TV ads into engaging experiences” by allowing users to use the voice and gesture controls on Xbox 360 to control the ads.

Unilever will adapt its Lynx brand’s cops and robbers themed ad for Lynx Attract - its first fragrance for women - to ask users whether the Lynx Effect should be given to girls. Viewers can then answer yes or no using Kinect’s gesture controls.

Toyota will use its “Reinvented” ad that ran during the 2012 Superbowl to ask viewers what they would like to reinvent. The car marque then plans to use the feedback from users to inform the direction of future campaigns.

Gesture controlled ads deliver the one thing traditional TV advertising is missing - engagement. Brands can get real-time feedback from audiences, making TV advertising actionable for the first time, helping establish a dialogue with consumers.

Gesture and voice-based Kinect technology have great potential for creativity. No jest.

Not every site needs an FAQ section, though if you’re selling something, providing a service, or giving information about a complex subject, an FAQ can make life much easier for your visitors.

There’s no “right” design method for delivering FAQs, but any way you shape it, FAQs are content, and content is king. You must be sure the content you’re presenting is efficient and effective.

Bad FAQs

  • have outdated information
  • answer nothing
  • are not organized
  • take the user through circular links
  • are recycled information from the sit

Good FAQs

  • answer questions your customers are really asking. If you have a customer service department, support center or call center, find out what questions they regularly answer.
  • include timely questions. Are you answering the same questions today as you were last year? Maybe there is an issue there to be fixed.
  • are straightforward in their answers and clear in their expression.
  • resist the temptation to use marketing-speak. Customers want answers to a question, not a commercial.
  • are professionally written. Nothing turns off  customers faster than getting a techno-geek answer when what they need is well-written, plain-language instructions.
  • are easy to find and search.
  • are referenced throughout your site.
Posted
Authorbob namar

It's the time of year for Top Ten Lists. Here's ten of the most interesting ones:

Forbes list starts with autos in the $1 million range.

10. Top Ten Most Expensive Cars for 2012. The Forbes list starts with autos in the $1 million range.

barranquilla-carnaval-columbia

9. Top Ten World Carnivals of 2012. Ancient hedonistic feasts have become modern version of drinking, dancing, and dressing up!

Byron Wein's endlessly entertaining year end forecasts,

8. Top Ten Surprises for 2012. Byron Wein's endlessly entertaining year-end forecasts,

Quantum Conundrum is the latest project of Kim Swift, co-creator of the classic PC puzzle game Portal. Like Portal,

7. Top Ten Original Video Games for 2012. Quantum Conundrum is by the creator of puzzle game Portal.

Commodities, the recession and President Obama's future.

6. Top Ten Market Predictions for 2012. Commodities, the recession and President Obama's future.

food and drink trends

5. Top Ten Food and Drink Trends for 2012. Trends in food and drink from the Ingredients Network.

bad music

4. Top Ten Worst Albums of 2012. Music you won't want to hear...or will you?

privacy and security

3. Top Ten Privacy Trends for 2012.   Privacy and security professionals look into the crystal-ball for 2012.

2. Top Ten Tech Trends for 2012. Nokia has a prototype of a flexible screen.

Space tourism is a job that will be hot in the next several years.

1. Top Ten Hot Careers of Tomorrow to Prepare for in 2012. Space tourism is a job that will be hot in the next several years.
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Authorbob namar