Monthly Archives: March 2018

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How are Publishers Coping with Facebook Algorithm Changes?

Spigot, Inc shares from Adweek how publishers are coping with the algorithm changes on Facebook.
When Facebook CEO Mark Zuckerberg announced in January that the site’s News Feed algorithm would further emphasize posts from friends and family, publishers that hadn’t diversified across many platforms faced a reckoning.

Publishers like Little Things, despite testing its content on other platforms, found that Facebook was the best place to reach its site’s core audience of women over 30 in middle America. The site shuttered following the algorithm change because Little Things depended on its 17.2 million Facebook fans having frequent and easy access to its content on the social platform.

Publishers that continue to thrive in an era when they can’t depend on Facebook traffic have adopted common themes: Diversity of platforms is key, as is showcasing unique content on any and all platforms where people are likely to consume it.

“Rather than willingly participating in death by a thousand cuts, publishers should maintain fanatical focus on their brands and audiences.”

Josh London, CMO of IDG

BuzzFeed, which initially grew its massive audience on Facebook, doesn’t plan to abandon the platform’s 2 billion-plus person audience, but Michelle Kempner, vp of operations, pointed to how the company’s food-themed Tasty channel has expanded to YouTube (with 6.2 million subscribers), Snapchat Discover and a stand-alone application. To reach a larger audience for news coverage, BuzzFeed tackled Twitter, the social platform that’s best for tracking breaking news. It found a winning formula with its AM to DM morning news show, which launched last September and is averaging more than a million views per installment.

Animal-focused publisher The Dodo is in the same boat as BuzzFeed. The site has grown into a video behemoth that had the most global engagements of any Facebook page in December, according to CrowdTangle, and was also behind three of the top five shows on recently launched video platform Facebook Watch.

The Dodo has diversified, finding success on YouTube where it can monetize its videos (No. 1 media channel in the animal category), Instagram (more than 16 million engagements monthly) and Twitter (followers grew 10 times year over year). President YuJung Kim said, “A lot of people say cats invented the internet and invented the viral video, and there is truth to that. The challenge for us has been to find unique angles within animal content that allow us to differentiate ourselves.”

Kim added that her site’s strategy from day one was to focus on organic engagement on Facebook, and not buying or acquiring likes, as the latter would not provide the most engaged audience.

Topix is taking the opposite approach to Facebook and buying in, literally. CEO Chris Tolles said, “We’re an advertiser on Facebook, as opposed to a publisher. Many in media look at buying traffic as unethical. If you’re a pure-play digital company, how are you going to get out there?”

Tolles said its traffic and quality of audience from Facebook is “excellent,” adding that visitors to its site remain there for an average of 15 minutes, or 70 page views. But this approach might not be enough for Topix, which saw visits to the site fall from 33.9 million in December to 23.7 million in February, according to SimilarWeb, with a drop in Facebook referrals accounting for roughly half of that traffic loss.

Topix clarified that SimilarWeb’s data does not track purchased traffic, and it is desktop-only, while the majority of Topix’s traffic comes via mobile.

Bleacher Report has consistently been one of Facebook’s partner publishers when the social network introduces new products, and it found unexpected success on younger-skewing Snapchat for last year’s much-hyped boxing match between Floyd Mayweather Jr. and Conor McGregor, with CEO Dave Finocchio telling Recode, “We ended up greenlighting a bunch of really creative projects—animated projects, Claymation projects. We did a bunch of really cool stuff for that fight, and it crushed.”

Bleacher Report’s iOS and Android apps—which include a Team Stream feature that enables users to see news about their favorite teams first—have also made their mark, surpassing 5 million installs via Google Play.

While Facebook is just one of the tools that theSkimm uses to build its membership community for female millennials, chief business officer Brandon Berger said the site has invested in its newsletter and app, as well as audio and video, as alternative points of entry. Brands like Casper, Starbucks, Buick, T-Mobile, Google, ESPN and Bud Light have advertised on those products, which reach the site’s core audience of 7 million readers.

Josh London, CMO of digital publisher IDG—parent of PCWorld, Macworld and Computerworld—said the key for publishers is developing unique content for specific channels that appeals to the 14-to-34 age group, including audio and visual effects, GIFs and other “fun” features.

“Rather than willingly participating in death by a thousand cuts, publishers should maintain fanatical focus on their brands and audiences,” said London, “and how they can uniquely offer new ways of leveraging this relationship for marketers through data and services.”

Spigot, Inc Supports Pace Center for Girls Throw a Girl a Lifeline Luncheon in Naples

Spigot, Inc was proud to support PACE Center for Girls today at their annual luncheon in Naples, which is the neighboring city to our offices in Fort Myers.

PACE Center for Girls Collier is located in the rural community of Immokalee, Florida and was founded in 1998. During the early years the Immokalee center served 35 girls and since then the center has grown to serve 67 girls every day. Led by Executive Director, Marianne Kearns, M.Ed. PACE Collier’s 23 staff consists of Masters level counselors and a full academic teaching staff. Working together, PACE Collier enables these young women to complete their education, build self-esteem, and develop personal, social and family relationship skills. Our one of a kind center includes a state of the art kitchen and a gymnasium. Two healthy meals are provided each day along with a growing physical education program where HS credits are being offered to our girls. The PACE Collier center strives to provide these services and more in a safe and loving environment.”

There were so many inspiring stories. The lunch from Naples Grande Beach Resort was phenomenal and the ambiance did not disappoint. Each table had one of the girls from Pace as their guest. It was nice to interact with these young ladies and hear their stories.

If you’d like to be a part of an organization that gives back, Spigot, Inc is hiring. Do you have the drive and passion to launch your career in dynamic and laid back culture? If so, send your resume and cover letter to careers@spigot.com for review! Check out all of our adventures on the Spigot Inc blog.

Be sure to follow us on LinkedIn, Twitter and Instagram… like us on Facebook and never miss out on the Spigot Inc lifestyle.

 

 

Do You Count Sheep IN Your Sleep? Spigot, Inc Kansas City is Hiring a Financial Reporting Manager

The Spigot, Inc Kansas City office continues to grow! If you thrive on numbers and count sheep in your sleep, check out the Financial Reporting Manager Position below as well as the culture on our blog and let us know if you’re a fit.

Position Overview

Spigot is looking to grow its Accounting Department with the addition of a Financial Reporting Manager based in the Crossroads District of Kansas City, MO.

Reporting to the Controller, the candidate is responsible for the month-end financial close process, preparation and distribution of various financial statements and reports to stakeholders, and ensuring that all transactions and documentation complies with US GAAP. Additional responsibilities include:

  • Manage daily activities for the Accounting Department; including Accounts Receivable, Accounts Payable, Treasury.
  • Manage the month-end general ledger close process, including reconciliations and analysis of related accounts.
  • Manage the preparation and distribution of internal financial statements and reports.
  • Support the external audit through the preparation of PBC schedules and responding to auditor inquiries.
  • Develop and maintain the integrity of the financial reporting process and financial controls.
  • Coordinate, develop, and update accounting policies and procedures
  • Compose technical accounting memorandums by analyzing authoritative accounting literature.
  • Maintain and strengthen internal controls over financial reporting.
  • Support the Controller with ad-hoc requests and special projects as directed by management.
  • Oversee and manage the activities of the Staff Accountant.

If you feel like you have the drive and passion to launch your career in dynamic and laid back culture, send your resume and cover letter to careers@spigot.com for review! Check out all of our adventures on the Spigot Inc blog.

Be sure to follow us on LinkedIn, Twitter and Instagram… like us on Facebook and never miss out on the Spigot Inc lifestyle.

Publishers and Advertisers – Spigot Inc Shares How to Reach Generation Z

Adweek published three ways that publishers and advertisers can reach Generation Z. Spigot, Inc shares the scoop below.

Millennials: The word alone is probably enough to draw a reaction from most people. In digital media, however, this generation has represented one thing: a profitable audience.

But as millennials transition to adulthood, publishers and advertisers alike are diverting their collective attentions to the next generation: Generation Z.

The successor generation to millennials is the first to have been immersed in digital since birth. So, while publishers and advertisers can employ some of the tactics used to reach, attract, engage and retain millennials, there’s still plenty to learn.

But the question remains: How do you reach, attract, engage and retain this generation? Here are three things that can help.

Know your audience

This generation of digital natives is comprised of those born from the mid-1990s to the mid-2000s. Currently, Gen Z makes up one-quarter of the population. And by 2020, it will account for 40 percent of all consumers.

As digital natives, Gen Z-ers are constantly consuming media through their personal devices, and they spend considerable time engaged with social media apps. In fact, about one-half of them are connected online about 10 hours per week.

Gen Z already boasts an astonishing $44 billion in annual purchasing power, with 75 percent of participants in an IBM survey saying that they spend more than one-half of the money that’s available to them each month.

For brands, messaging matters, of course, but perhaps not as much as product quality. The IBM study also found that 52 percent of Gen Z consumers will transfer loyalty from brand to brand if they find product quality to be subpar. Correspondingly, 66 percent said quality and availability are the most prominent issues when choosing one brand over another.

Overall, Gen Z-ers expect experiences to be both experiential and rewarding—they’re not wooed or easily impressed by extravagant or intrusive content. It’s become clear that connecting with this generation will require a change in strategy from both digital publishers and advertisers.

Tap into audience consumption habits

When targeting Gen Z, digital publishers are paying attention to which social platforms they’re flocking to the most. Female-focused Gen Z publisher Obsessee turned to social media to reach its desired audience. Interestingly, Obsessee doesn’t have a traditional homepage or website for that matter. Instead, all of its content exists on social media platforms—10 of them, to be exact.

But to understand where Gen Z consumes content, it’s important to first understand where it doesn’t. According to a study conducted by Cassandra, an authority on millennials and Gen Z, 29 percent of Gen Z-ers deem Facebook outdated and “uncool.” Instead, they prefer platforms that allow for more visual creativity. More than 56 percent regularly use messaging applications such as Snapchat.

For Gen Z, media consumption is more than just entertainment—it’s part of their daily routine, from start to finish. According to eMarketer, Gen Z’s time on publisher sites show more time and engagement with video than text. 57 percent of 13- to-17-year-olds said they’re watching more short-form video than they did a year ago. Just 45 percent of millennials—defined here as 18- to-34-year-olds—said the same.

Another publisher taking a unique approach to luring Gen Z-ers is Galore, which has opted for a branded approach to content. Galore focuses on creating content for marketers, connecting them with influencers and monetizing in a way isn’t off-putting to Gen Z consumers. CEO Mike Albanese noted the stark contrast between Galore’s methods and the long-accepted approach of yesteryear, saying the key is to “make a lot of content, figure out how to drive lots of traffic, get some big audience numbers and kind of wrap advertising around it.”

By tying advertisers directly into the content creation process, Galore may be at the forefront of what could become the way to digitally connect with Gen Z.

Embrace innovation

Gen Z has come of age on digital media. Research conducted by Kantar Millward Brown suggests that Gen Z prefers innovative advertising formats such as native ads and branded content over other digital advertisements, like banner and display ads.

The study found that only 29 percent of Gen Z responds positively to desktop display ads—a significantly smaller percentage than millennials, of which 41 percent respond positively. Similarly, only 22 percent and 21 percent responded positively to mobile display ads and mobile video ads, respectively.

The Kantar Millward Brown report explains that advertisers and publishers must “stop using invasive, non-skippable online formats that are disliked by all generations … embrace branded content, which is a more popular format. For Gen Z, make ads interactive and use innovative online formats.”

Gen Z also appreciates when advertisers respect their digital space, responding positively toward mobile rewards video and skippable pre-rolls, which achieved net positive scores of 41 percent and 15 percent, respectively, in the study.

In contrast, non-skippable pre-rolls and pop-ups are the most negatively received ad formats among Gen Z, likely because of screen clutter.

There’s no question that Gen Z is prompting a dramatic shift in how digital publishers and advertisers think about, create and serve content. Those who embrace the generation’s core habits—and understand the differences between Gen Z-ers and millennials—should be well-prepared for the next generation of digital media.

Windows 10 Updates Might Push You Over the Edge

In the latest Windows 10 update, Spigot, Inc learned that Microsoft will push users to their Edge browser when opening links within the Windows mail app, regardless of your current favorite browser settings.

“Microsoft will try a new way to push Windows 10 users into running Edge, forcing links opened from the Windows Mail app and its messages to display in the browser.

Normally, links embedded in messages retrieved by the Windows Mail app open in the default browser, which may be an Edge rival if the user has set one.

In the latest preview of Windows 10’s fall feature upgrade, currently known as 1809 in Microsoft’s yymm label format, Microsoft has mandated that Edge assume responsibilities for opening links within messages.

“We will begin testing a change where links clicked on within the Windows Mail app will open in Microsoft Edge, which provides the best, most secure and consistent experience on Windows 10 and across your devices,” announced Dona Sarkar and Brandon LeBlanc, the Microsoft employees who most often speak for the Insider preview team, in a post to a company blog last week.”

Read the full story from ComputerWorld.

Happy Hour at Chronic Tacos and Marlins Brewhouse was the Perfect Celebration

Spigot, Inc celebrated International Happiness Day at one of the newest hot spots in Fort Myers. Chronic Tacos and Marlins Brewhouse hosted Spigot, Inc yesterday for an afternoon of tacos, brews and foosball for Happy Hour!

We had the pleasure of meeting the owner, who accommodated our every need. Spigot, Inc has a big love for foosball as we have two tables in our office. The table had been removed from the bar moments before we walked in the door. Talk about making your customers happy… they brought the table back for us.

Chronic Tacos is a California-inspired Mexican grill celebrating the authenticity and individuality of their food. They offer authentic and fresh customizable Mexican food using high quality ingredients and all-natural meats. The tacos were so good that we are going to bring them in soon to cater one of our lunches at the Spigot, Inc Fort Myers office.

Marlins Brewhouse craft beer and wine bar has 44 taps, featuring favorite local craft breweries in one spot, and houses the Chronic Tacos in the beer garden! It’s a perfect mash up.

If you feel like you have the drive and passion to launch your career in dynamic and HAPPY culture, send your resume and cover letter to careers@spigot.com for review! Check out all of our adventures on the Spigot Inc blog.

Be sure to follow us on LinkedIn, Twitter and Instagram… like us on Facebook and never miss out on the Spigot Inc lifestyle.

Spigot Inc Celebrates International Day of Happiness

Spigot Inc will celebrate International Day of Happiness by heading out early and attending Happy Hour at a cool new spot we found, Chronic Tacos. If you would like to learn about our experience, come back tomorrow and check out what the Spigot, Inc team thought.

If you feel like you have the drive and passion to launch your career in dynamic and HAPPY culture, send your resume and cover letter to careers@spigot.com for review! Check out all of our adventures on the Spigot Inc blog.

Be sure to follow us on LinkedIn, Twitter and Instagram… like us on Facebook and never miss out on the Spigot Inc lifestyle.

 

 

 

Spigot Inc Was Invaded by The Brit Pit Food Truck

We had a great lunch at Spigot, Inc Fort Myers. The Brit Pit Food Truck rolled up around noon and the line grew fast. The fish and chips with mushy peas (pictured below), a traditional British dish was very popular. Another Spigot, Inc favorite was the Korean BBQ tacos, which is pulled pork with a spicy Thai-flavored sauce.

Spigot, Inc will definitely invite The Brit Pit back to cater our lunch. Check out their Facebook page to find out their next destination.

If you feel like you have the drive and passion to launch your career in dynamic, fast paced culture, send your resume and cover letter to careers@spigot.com for review! Check out all of our adventures on the Spigot Inc blog.

Be sure to follow us on LinkedIn, Twitter and Instagram… like us on Facebook and never miss out on the Spigot Inc lifestyle.

Happy Saint Patrick’s Day from Spigot, Inc

We aren’t all Irish at Spigot, Inc; however we certainly love to celebrate as we have quite the colorful culture! Today we had a social to continue the luck of the Irish! As you can see by the photos, we had a nice buffet of deliciousness. Have you ever tried a Mint Schnapps Shake? If not, it’s worth a taste.

Ingredients

  1. 1 pint vanilla ice cream (2 cups)
  2. 1/4 cup peppermint schnapps.
  3. 1/2 teaspoon pure vanilla extract.
  4. 3 to 4 drops green liquid food coloring.
  5. 2 mint sprigs.

If you feel like you have the drive and passion to launch your career in dynamic and colorful culture, send your resume and cover letter to careers@spigot.com for review! Check out all of our adventures on the Spigot Inc blog.

Be sure to follow us on LinkedIn, Twitter and Instagram… like us on Facebook and never miss out on the Spigot Inc lifestyle.