August 8, 2019
How do you clean up your digital footprint?Contact
The Innovation team at Instinctif harness the best of the future to deliver market-leading ideas in the present. The team’s specialism spans digital strategy and marketing, data & analytics, and strategic brand. This fortnightly update shares top tips to help you foster creative and challenge the status quo and summarises the news that matters.
Cleaning up your digital footprint
Your digital footprint is everything that shows up when people search for you online. From images to comments and blog posts, this collective first impression can make or break your online reputation.
Below we break down some of the key points we consider when optimising a brand’s digital footprint.
1. Uncover the digital footprint
The first step in cleaning up a digital footprint is to understand exactly what digital assets your brand or business own. These assets can be uncovered through desk research or asking within the business. It’s important to identify and keep a record of all digital assets owned or associated with the brand or business, as well as understanding: What is the purpose of the asset? Who owns the asset? How the asset interacts with other assets? Is the asset active or dormant? Does the asset portray the brand or business in terms of messaging and visuals?
2. Question its purpose
Once all assets have been identified and mapped out, it’s worth thinking about the suitability of that asset based on the brand or business values and identity? Does the asset add any value to the brand or business? Are the brand’s or business’s customers active on that asset? Do you have the resource internally to manage the asset? Only then will you be able to make the decision whether you remove, keep and re-direct or use particular assets.
3. Consistency is key
Once you’ve established which assets align with your brand or businesses values and identity, it’s important to be consistent in your messaging. Whilst the tone might vary from asset to asset, it’s important to identify your tone of voice associated with your brand or business and stick to it.
4. User awareness
Now you have an established footprint that is fit for purpose and reflects your brand or business values and identity, user awareness is key. Take the time to train the appropriate employees such as your social team, HR, marketing department around the purpose and messaging of each asset. Establish the parameters around who has access to your assets.
5. Create a style guide
Creating a style guide will provide your employees that manage your digital assets with an overview of the purpose to each channel and the appropriate content to post. The guide should allow people to understand the tone of voice of each asset as well as providing them with images, logos, graphics and videos available to use.
Facebook is exploring brain control for AR wearables
Facebook issued a lengthy breakdown of recent research into BCI (brain-computer interface) as a means with which to control future augmented reality interfaces.
Spotify Ad Studio now offers interest and real-time content targeting
Music-streaming service Spotify beefed up its Spotify Ad Studio self-serve advertising platform with the addition of interest and real-time context targeting.
Google updates featured snippets to factor in query timeliness
Google has announced a new update which will improve its systems’ understanding of the types of information that remain useful over time, and become out-of-date more quickly – with a specific focus on featured snippets (the selected search results that appear in a box above Google’s organic listings).
Facebook expands search ads availability to more businesses
Last December, TechCrunch reported that Facebook was re-launching its search ads after a five year absence. Access to Facebook’s new search ad option appears to have been significantly expanded, with a range of Facebook advertisers reporting that ‘Search’ is now an option within their Ad Placements tools.
People in Japan donated their old phones to make 5,000 Tokyo 2020 Olympic medals
To produce the Tokyo 2020 Olympic medals, a campaign was launched to get citizens in Japan to donate 78,985 tons of old electronic devices from which 66.8 pounds of gold, 9,039 pounds of silver, and 5,952 pounds of bronze were extracted. Victory ceremony podiums will also be made of recycled plastic and torchbearer uniforms will be partially made from plastic bottles.