Class Discussion Thread

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Academy Team

Please feel free to use this thread to get ideas for class discussion or reflection topics! We at HubSpot will be posting regularly but would love to see others post their ideas as well. 

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Academy Team

The use of WhatsApp to Boost Lead Generation and Sales

 

Article: 

 

 

Questions:

 

  • SEO for WhatsApp will start to get more competitive. What are the implications of this for marketing professionals? 
  • Take a look at the various examples of embedded chat at the bottom of the blog post. How have these companies made consuming content a more active experience for their customers? 
Academy Team

Google recently announced that it’s rolling out a redesigned mobile search results page. How will that impact your business? Here’s a look at the changes, and what businesses might want to consider when they take effect.

 

Articles: 

 

Question:

 

  • How will this change impact organic v. paid search results? 
  • Read through the reactions and comments on the linkedin feed and the articles. What are some common themes? Do you disagree or agree, and why? 

 

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Academy Team

Apple's idea of Privacy Preserving Ad Click Attribution, meant to make ads more privat eand less jarring to website visitors.

 

Article:

 

Questions: 

 

  • After reading the article, how does relate to Inbound Marketing, and the idea of giving consumers control and agency? 
  • Look into Google and Facebook's recent initatives into the same idea. How are they similar yet different?

Although this won't impact impact HubSpot's tracking directly, it would impact conversation tracking, optimization, and website retargeting abilities of Google and Facebook. 

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Academy Team

GDPR One Year Later 

 

Article: 

Questions:

  • Consider how HubSpot navigatess GDPR, the implications of GDPR on traditional marketing, and how marketing automation has changed to accomodate GDPR both in Europe and elsewhere.
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Academy Team

This summer, Nike says it will roll out Nike Fit: a new app that allows customers to virtually “try on” shoes using augmented reality (AR). And sure, that’s cool and all -- but what does it have to do with you and your business?


Here’s a look at the new Nike Fit technology, and what other companies can learn from it.

 

Article: 

 

Question: 

 

  • What are some the ways a business could use technology like AR to reduce friction for customers? 
Academy Team

The holiday season for data nerds.” “The most highly anticipated slide deck in Silicon Valley.” These are some of the words used by Recode to describe Mary Meeker’s annual Internet Trends report. Here, we have a look at some of the key takeaways of the 2019 report for marketers and businesses.

 

Articles: 

Questions: 

 

  • How can businesses incorporate these findings into its strategies? 
Academy Team

Using SMART Goals

 

Article: 

 

Questions:

 

  • Increasingly, setting SMART goals is a great way for employees to show their employers their value. What is an example of a SMART goal that you would have once you start a new job or internship? 
  • Practice a job interview response where you set a SMART goal. 
Academy Team

Instagram will soon allow brands to promote posts from influencers who promote their products or services.

 

Articles: 

 

Questions: 

  • What are the implications for this new type of advertising on Instagram for brands, influencers, and Small- to Medium-size businesses? 
  • What does this change say about the need for authentic relationships between brands and consumers? 
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Academy Team

Why the Gig Economy’s Minimum Wage Debate Matters to Platforms

 

Article: 

Questions:

Discuss the obligations of platforms in the gig economy and in corporate transparency, especially in light of the larger themes of the article, including: 

 

  • The obligation to be transparent and upfront about companies interact with workers
  • How or where workers spend their working hours
  • The term "micro-economy" 
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Regular Contributor

Some great ideas developing Julia - thanks for sharing

Visitor

This is great, Julia! I think one thing I have seen being discussed a lot amongst professors now is how and what we cover related to influencers.

 

I'm currently working on an independent study this term with a student who will be working with me this fall and would be happy to share the readings and activities I'll be assigning with you all if you would like.

 

Here are some of the readings I have so far:

 

Differences in Types of Influencers

 

Payment and Identification

Case studies

Academy Team

Thanks @kfreberg ! This is great Smiley Happy 

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Occasional Contributor

This is a great post about influencers.

Thanks.

 

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Academy Team

How is the ad landscape change affecting your business?

 

Article: 

Facebook Offers Content Creators Ad Breaks To Monetize Video

So Long, Skip Button: YouTube Ads Can Now be Unskippable 

 

Questions:

  • As the year continues to progress, ad formats continue to evolve - and adapt to rapidly-changing consumer preferences. How are the changes to the ad structure on YouTube and Facebook going to effect businesses and influencers?
  • What principles of good video advertising and marketing apply all the more that these changes are in place? 
Academy Team

Going viral isn't necessarily the key to reaching the right audience. LinkedIn's self-reported algorithm changes is found to favor posts that align with more niche professional topics -- not virality. 

 

Article: LinkedIn Has Outlined its Recent Algorithm Updates, Which Focus on Broadening Engagement

 

Questions: 

  • LinkedIn advises those who are attempting to optimize content to "encourage conversations", "respond and engage in conversation", and "be yourself". How does this align wit hthe Inbound Methodology? 
  • What is some content that you would be able to create to reach a larger audience on LinkedIn
  • How will these changes inform your LinkedIn Strategy? 

 

 

 

 

 

Academy Team

Facebook has received a $5 billion fine for data privacy violations, and will be subject to privacy checks moving forward. According to the Federal Trade Commission (FTC),

 

Facebook deceived “users about their ability to control the privacy of their personal information." The settlement could potentially be a turning point in how the government will regulate data privacy on social media.

 

Article: 

Questions:

  • How do you think this will impact tech and business in the future?
Regular Contributor
Great questions Julia

These are very useful indeed. We’ve had some recent and further issues around privacy in the UK aligning with challenges in China in using facial recognition technology. A similar question related to this would also be interesting. Particularly were the technology can do wonders with personalisation but the challenge of data privacy are significant.. https://www.bbc.co.uk/news/technology-49030595?intlink_from_url=https://www.bbc.co.uk/news/topics/c1...
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Academy Team

Instagram is rolling out two new features to curb bullying, each built with the help of AI and customer feedback. According to the platform, the features include a pop-up asking commenters to think twice about what they’re saying when commenting something seemingly harmful, and one that allows users to block others without notifying them.

 

Article:

Questions:

  • Do you think the features can make a difference?
  • What are some other businesses that are successfully (or not) leveraging their influence and power to protect their consumers? 
Academy Team

Facebook is revisiting -- and rebuilding -- the idea of community, with a special team that's been tasked with creating a new slate of apps.

 

Articles: 

Questions:

  • What exactly will the NPE do?
  • Why is Facebook doing this? 
  • What audience is Facebook trying to reach with this initiative?

 

Regular Contributor
Thanks for sharing these Julia. Also - appreciate your support with HubSpot Dublin!
Academy Team

If you want to become an experience disruptor in your industry, you must focus on creating a better end-to-end experience for your customers. One way to do that is by creating highly personalized experiences for your buyers. Companies like Netflix, Spotify, and StitchFix are experts at this! How do you integrate personalization into your customer's journey?

 

Video:

 

Questions: 

 

  • After viewing this keynote at INBOUND, what are some experience disruptors that you can think of that weren't mentionned? 
  • Additionally, how does the flywheel experience play apart in setting Experience Disruptors a part? 
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Academy Team

Feedback is one of the most powerful sources of growth for your company because it’s what helps to create a better product and customer experience. SVP of Product at HubSpot, Christopher O'Donnell,  explained at INBOUND exactly what happens to a piece of feedback at HubSpot.

 

View slides here.

 

How will this effect the way you offer and receive feedback? 

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Academy Team

Should a business have a customer advocacy program? Discover the four types of customer advocates, and why each one might be motivated to promote a brand.

 

Article:

 

Questions:

How can you help customers promote a brand? 

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Academy Team

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Articles: Should Shareholders Share the Wealth?

INSIGHT: Shareholders to Stakeholders—The Business Roundtable Wants to Expand a Corporation’s Purpos...

Stakeholder Capitalism (As defined by Investopedia)

 

Summary: Historically, the purpose of a corporation was to deliver shareholder value. But this year, that definition changed. An organization called the Business Roundtable — which is a group of over 200 CEOs from of the biggest companies in the world — made a public statement to adapt the purpose of a corporation and acknowledge ALL its stakeholders. Now, the top two things on the list for a corporation are delivering value to the customers, and investing in employees. This is an important change because the most successful companies in the world realize they are building two products: one for customers, and another for employees. Just like you want to attract and retain the best customers, you want to attract and retain the best people.

 

Questions:

What’s one of the most valuable “features” brands you'd like to work for are building for their employees?

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Academy Team

Article:

Google rolls out new privacy features

How to Set Your Google Data to Self-Destruct

Google is Rolling Out More Privacy Features

 

Summary: Want to put the customer first? Here's a friendly reminder from Google that data privacy is still front-and-center for a lot of users, by way of new security features across a number of its products.

 

Questions:

With these changes growing more common - how is Google putting the Customer First? 

 

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Academy Team

LinkedIn is Launching Skill Assessments to Help Job-Hunters and Recruiters 

 

Articles: 

 

Questions: 

  • How could Skills Assessments inpact your job-seeking goals? 
  • What skills are you hoping LinkedIn adds? 

 

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Academy Team
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Academy Team

Facebook is Cracking Down on False Information

 

Articles: 

 

Question:

 

  • Will Facebook's false information labels help make their social channels a safer place?
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