Archives par mot-clé : marketing

Hearing first arguments as member of the Supreme Court, Gorsuch jumps right in

New Justice Neil M. Gorsuch was an active, aggressive and somewhat long-winded questioner in his debut Monday at the Supreme Court, making his presence known during a series of complicated cases about legal procedures.

Gorsuch waited barely 10 minutes into the first of three hour-long cases before kicking off what became a long chain of questions. There is no expectation at the high court that new justices are to be seen and not heard, but the 49-year-old rookie seemed to push the envelope a bit.

Gorsuch asked more questions at his first oral argument — 22 — than did any of his fellow justices at their first appearances, according to Adam Feldman, a scholar who studies all things empirical about the Supreme Court. Before Monday, Justice Sonia Sotomayor had been the leader with 15 questions.

And, according to Feldman’s count, Gorsuch was wordier than all of his colleagues during their first time out, save for Chief Justice John G. Roberts Jr. and Justice Elena Kagan, who had joined the court after representing the government there as its chief lawyer.

In short order, Gorsuch showed he could be polite and still deliver a jab reminiscent of the justice he replaced, the late Antonin Scalia.

At one point, Christopher Landau, a Washington lawyer representing a former federal worker trying to navigate a complicated law governing grievance procedures, said, “We’re not asking this court to break any new ground.”

“No, just to continue to make it up,” Gorsuch shot back with a grin, indicating he believed previous court decisions had strayed from the text of the law.

As Gorsuch first emerged from behind the court’s maroon velvet curtains with his colleagues, he seemed to pause for a moment to take in the scene. His silver hair looking recently trimmed, and he wore a dark red tie under his black robe.

He shared a laugh with his seatmate, Sotomayor, and sat ramrod straight in his high-backed chair all the way to Roberts’s left. He rarely stopped smiling.

At the start of the day’s proceedings, the chief justice welcomed Gorsuch, nominated by President Trump to fill the seat left vacant by Scalia’s death in February 2016. Senate Republicans had refused to hold hearings for President Barack Obama’s nominee for the seat, Judge Merrick Garland.

Gorsuch returns the court to its previous composition of five generally conservative Republican-nominated justices and four consistent liberals nominated by Democrats.

“Justice Gorsuch, we wish you a long and happy career in our common calling,” Roberts said.

Gorsuch responded: “Thank you very much, chief justice, and thank you to each of my new colleagues for the very warm welcome I’ve received this last week. I appreciate it greatly.”

Gorsuch skipped last week’s private conference, where justices consider which cases to accept and reject, so he could bone up on the cases the court is hearing this week and next, its last oral arguments of the current term, which ends in June.

The second case of the day, Town of Chester, N.Y., v. Laroe Estates, was another complicated matter involving when a development company can intervene in a lawsuit brought by a landowner against a local government.

Like a front-row law student, Gorsuch flaunted the details.

“That’s his complaint, page 122 of the Joint Appendix,” he told Washington lawyer Shay Dvoret­zky, who represented Laroe. “Your client, page 162, wants damages for itself.”

Gorsuch was confident and seemed not the least bit self-conscious as he questioned attorneys. He stressed, as he had at his confirmation hearings, that the text of the law would matter more to him than whether it resulted in outcomes that might not be what Congress had intended.

“Wouldn’t it be a lot easier if we just followed the plain text of the statute?” he asked Brian H. Fletcher, the Justice Department lawyer representing the government in the civil service case Perry v. Merit Systems Protection Board. “What am I missing?”

His new colleagues partly provided the answer.

Justice Samuel A. Alito Jr. said the case was “unbelievably complicated” and drew laughter from the courtroom spectators when he speculated that the person who wrote the law must be “somebody who takes pleasure out of pulling the wings off flies.”

Alito added; “The one thing about this case that seems perfectly clear to me is that nobody who is not a lawyer, and no ordinary lawyer, could read these statutes and figure out what they are supposed to do.”

One lawyer Gorsuch listened to but did not question was the attorney representing the town of Chester, Neal K. Katyal, a former acting solicitor general in the Obama administration. Katyal, who has an active practice before the Supreme Court, testified on Gorsuch’s behalf at the judge’s Senate confirmation hearing and was frequently invoked by Gorsuch’s supporters because of a New York Times op-ed he wrote titled “Why Liberals Should Back Neil Gorsuch.”

Some were watching to see if Gorsuch might recuse himself; he had routinely done so as a member of the U.S. Court of Appeals for the 10th Circuit when his former law firm had a case there or a controversy involved someone he knew.

But in the appeals courts, another judge can take the place of a recused colleague. There can be no replacement at the Supreme Court. And justices routinely hear cases involving lawyers with whom they once worked or are friends. Katyal, for instance, was deputy solicitor general when Kagan ran the office under Obama.

Gorsuch at times seemed sensitive about asking so many questions on his first outing.

“I’m sorry for taking up so much time, I apologize,” he said. “My last question.”

But it wasn’t.

Integrity Marketing Releases Video Post On Franchise Mistakes

Lake Elsinore-based franchise marketing specialist offers information on typical franchising mistakes.Tom Johnston is offering his services for free for the first thirty days.

Lake Elsinore CA: Integrity Marketing and Tom Johnston (http://www.tom-johnston.com/seo/franchise/ are pleased to announce the launch of their new post on the topic of common errors made by franchisees. The site founder specializes in franchise marketing and is offering his services for free for the first thirty days. The website offers information about the biggest errors that are committed in the setup and operation of franchises. Integrity Marketing provides services related to marketing, particularly for franchise holders.

According to Tom Johnston, speaking on a YouTube video (https://www.youtube.com/watch?v=essW2Bs9kSk ), there are three common errors committed by entrepreneurs using a franchise model of business. The most significant of these errors is the failure to dominate local markets, through the use of search engine optimization techniques, as well as other methods and practices.

Many franchise owners hurt themselves through the methods that they use. They sign up for the franchise, which gives them their own local regional market rights. They are expected to obtain their own website. Johnston recommends that a franchise website be utilized to strengthen not only the local market access, but the entire franchise organization. The website should identify the local market, county, and even the state, for the franchise operation.

When working to obtain the highest possible rating from Google and other search engines, the franchise must inform Google what the business is and where it is located. In order to obtain the desired results, the franchise owner must ensure that on-page optimization of website content is present. The second step in optimizing the rankings on search engines is link-building. This element refers to links on other sites which brings visitors to the website of the business owner. Improving the ranking on Google shows that the business website has more authority or recognition than competitors in the same industry or product.

For more information about them, visit http://www.tom-johnston.com.

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Contact Integrity Marketing:

Tom Johnston
(951) 227-1077
info@tom-johnston.com
34229 Aurora Ct, Lake Elsinore CA 92532

Consider the challenges of live video in your marketing efforts

With the recent introduction of Facebook Live and Instagram Stories, live video is quickly gaining traction. But although the benefits of live video have been discussed numerous times, it’s not for everyone.

Here are a few common challenges to take into account when deciding whether to use this new tool:

You have to be an effective speaker

Live video streaming is public speaking. Although you are not physically standing in front of thousands of people, live broadcasting takes a lot of courage.

But you are still speaking in real time with almost no room for a mistake. Not everyone is born as confident as Dale Carnegie, but you have to know your topic inside out and be able to improvise in response to unexpected questions.

There is no way to outsource the work

Unlike written content and evergreen video production, you can’t outsource the work.

You can always hire a camera operator to follow you around or a host to do live streams on your behalf, but the result may not be as effective. The real potential and power of this marketing medium comes from an ongoing series of content from an authentic brand personality.

If your primary aim is to share your valuable knowledge and experience, you have to be the one on the front line, producing content at the right time in the right place.

There is no turning back

Once you’ve started a live video stream, you need to commit to seeing it through to the conclusion.

Viewers may knock you off balance by throwing in provocative questions or raising controversial topics. It’s important to address them calmly and remain objective with your responses. The worst thing to do is to become defensive when confronted by these individuals.

There is no escape hatch once you start a live video stream. Take negative comments with a grain of salt and stick to your topic.

[RELATED: Join digital expert Shel Holtz for the Big 5 Social Media Boot Camp in New York.]

Building an audience is tough

Unless you’re already a well-established expert in your industry, generating a high volume of viewers for your live video stream is likely to be your biggest challenge.

As with any other form of content delivery, the primary aim is to accumulate awareness and drive people to your content. Therefore, before you jump head first into the world of live video streaming, it’s important to find your target audience.

Plan your content and gain an audience through traditional mediums before deploying live video streaming. Otherwise your message may go unnoticed.

Time zones can be tricky

Probably the biggest disadvantage of live video streaming over the traditional ways of presenting content is dealing with time zones. Your audience could be spread around the world with oceans in between.

If you are trying to reach as many people as possible, you first need to analyze where the majority of viewers are coming from and plan your schedule accordingly. Don’t focus only on the main geographical location, but try to deliver your content to as many people as possible. Whether that means live-streaming twice a day or publishing a recorded archive of your live video stream on your blog, never compromise on your audience.

Live video has a short lifespan

Unlike evergreen content marketing tactics, live video streaming has a relatively short lifespan.

For instance, if you’re using Instagram Live, the video vanishes instantly as soon as you finish broadcasting. This leaves your followers with no other option but to tune in when you’re live. If you’re planning to repurpose your live video streams in the future, Instagram Live won’t be the ideal option to go for.

On the other hand, Facebook Live allows you to post archives of your live video recordings on your timeline. Facebook Live also gives you the option to download the footage afterwards. Weigh your options carefully before jumping onto a particular platform.

Analyzing real-time feedback can be challenging

Analyzing live video feedback through social media is an exhausting and overwhelming task. If you manage to get thousands of viewers, the number of comments can be overwhelming. And not all of them are relevant to the topic.

If your live video stream’s objective is to gather constructive feedback on your subject , your best option is to direct people to a relevant landing page on your website. This approach will also filter out comments from the “haters” whose main objective is to frustrate the broadcaster.

Although live video streaming has its challenges, it can be a great way to engage with and learn more about your audience.

Do you have tips for hosting a successful live video stream? Share them in the comments.

Dev Sharma is the founder of WPKube, a WordPress resource site. A version of this article originally appeared on Spin Sucks.

(Image via)

Possible crime video uploaded to Facebook shows why advertisers are still wary of livestreaming

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Mark Zuckerberg


A recent clip uploaded to Facebook showing an alleged murder has brought to light again the main issue keeping advertisers wary of livestreaming.

« Most advertisers still aren’t comfortable with Facebook Live, and this recent news won’t help, » branding agency DiMassimo Goldstein CEO Mark DiMassimo said. « Facebook’s great strength has been unprecedented power and efficiency of targeting, and advertisers trust the company to deliver sophisticated solutions to challenging problems. Many advertisers are still looking at Facebook Live, and want to see more vetting, and more reassurance of brand safety. »

Authorities in Ohio are searching for Steve Stephens, who recorded and uploaded a video of him allegedly killing an elderly man on Sunday according to NBC News. Police initially said the content was streamed through Facebook Live, but later said that the video was pre-recorded. However, Stephens did use Facebook Live on Sunday, as well as said in other posts and at least one other video he had killed other people, police said.

DiMassimo said while its agency still advises clients to be advertisers on Facebook, it is holding off recommending Facebook Live until it knows it can be a « brand safe environment. »

« 
Advertisers will want reassurance that their content will never run alongside violent or criminal live posts, » DiMassimo said.

Marketing agency Attention still will consider using Facebook Live for its clients, but being broadcast next to criminal content is something it thinks about.

« There’s an expectation as an advertiser that your content will be served up in an appropriate environment, safe from improper and even damaging content, » said marketing agency Attention President Tom Buontempo.

Facebook allows advertising on its videos, including in-stream ads that play in between Facebook Live content with 2,000 or more followers or the user has reached at least 300 viewers in a recent live video. The company also allows video ads through its Audience Network program, which places ads from Facebook partner companies on websites and other apps.

But advertisers and agencies have raised concerns to CNBC over where their ads will run, given that Facebook targets ads based on user interest instead of by category. They also said they don’t know exactly what will happen in a live stream, which makes advertising a risk.

« As Facebook Live is an evolving platform it remains to be seen how it will fully development and what role it will play more broadly for society, and how brands can take part, » said Chris Allieri, founder and principal at public relations and branding firm Mulbery Astor. « You’ll find kids’ birthday parties, live-streamed tech conferences or your aunt’s Caribbean cruise alongside potentially very disturbing content. »

Allieri suggested Facebook should be able to block ads on videos users have reported as potentially criminal or violent, as well as find a way to alert relevant authorities as an incident is happening.

Facebook does currently allow advertisers to opt out of any video ad placement, a spokesperson confirmed. Once something is reported by a user as questionable, a global team reviews the item in question, usually within hours. Videos are taken down if the content is in violation of its standards, and the company does notify law enforcement if the content threatens someone’s safety.

Watch: Swisher says Facebook no longer a benign platform



Recode's Swisher: Facebook's not a benign platform now


Michelle Castillo CNBC

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