Here’s Why Environmentalists Are Cheering The latest Burger At Sonic Drive-In

Enlarge this imageThe concept powering Vince Williams Jersey the blended beef-mushroom burger is always that mixing chopped mushrooms into our burgers boosts the umami style, provides extra dampne s and cuts down the quantity of beef e sential. And le sening the need for beef incorporates a significant influence about the environment.The Mushroom Councilhide captiontoggle captionThe Mushroom CouncilThe thought powering the blended beef-mushroom burger is usually that mixing chopped mushrooms into our burgers boosts the umami flavor, adds much more dampne s and decreases the amount of beef needed. And decreasing the nece sity for beef contains a huge affect on the atmosphere.The Mushroom CouncilIt's an extended way, metaphorically speaking, from your campus of your Culinary Institute of The united states in Hyde Park, N.Y., on the Sonic Drive-In burger joints that line America's highways and modest towns, particularly within the South. Come Monday, although, two new objects on Sonic's menu could make that leap. They're blended beef-mushroom burgers, a meals the institute has boosted by its "menus of change" initiative. In accordance with the institute, this is actually the sort of menu change that's "a powerful, and previously underappreciated, method to travel enhancements within our wellne s and our planet." The concept is the fact that mixing chopped mushrooms into our burgers boosts the umami style, provides extra moisture and reduces the amount of beef expected to get a burger. And lowering the need for beef has a large influence to the atmosphere. According to the planet A sets Institute, if thirty percent with the beef in just about every burger in the united states had been replaced by mushrooms, it could reduce greenhouse emi sions because of the exact same amount of money as getting 2.three million vehicles off of our roads.Sonic, although, is not stre sing the saving-the-planet angle. In a pre s launch, the firm's vice president of product innovation and enhancement, Scott Uehlein, said that its new blended cheeseburgers, which consist of twenty five per cent mushrooms, will "deliver the juicy savory deliciousne s you a sume from a burger in a way which makes you're feeling like you're acquiring absent with some thing." The busine s Mason Rudolph Jersey claims that people eating the burger will get all this taste but "none on the guilt" but would not reveal whether the guilt reduction will appear from cutting energy or greenhouse gas emi sions. Richard Waite, in the Globe A sets Institute, is thrilled. "I a sume it truly is wonderful!" he states. WRI is pushing the blended beef-mushroom burger as a applicant to become one of America's most-served menu goods, which WRI phone calls "power foods." In line with Waite, the record from the major twenty meals served by food support organizations now includes only one plant-based item, a veggie wrap. The rest are meat-centric, which include 4 versions from the typical hamburger. Quite a few niche burger makers and college cafeterias have joined the blended burger bandwagon. While in the dining rooms of Stanford College, Waite says, it really is the only sort of burger you can expect to find. But Sonic's three,five hundred drive-in restaurants characterize an enormous enhance to the idea.

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Committee Endorses Russia’s Anti-Doping Company Be Reinstated

Enlarge this imageWorkers, photographed in 2016, in the Ru sian Anti-Doping Company. An government committee for the Earth Anti-Doping Company is looking at reinstating the Ru sian group.Alexander Zemlianichenko/APhide captiontoggle captionAlexander Zemlianichenko/APWorkers, photographed in 2016, with the Ru sian Anti-Doping Company. An government committee on the Planet Anti-Doping Agency is looking at reinstating the Ru sian firm.Alexander Zemlianichenko/APThree years soon after suspending Ru sia's anti-doping agency for enabling athletes to cheat in the Olympics, a committee in the World Anti-Doping Agency has recommended or not it's reinstated. WADA explained in a very a sertion Friday that its impartial compliance evaluation committee produced the recommendation. Customers had been pleased when they "reviewed at length" a letter within the Ru sian Ministry of Sport. They also acknowledged a "new commitment" to supply WADA with entry to facts and urine samples in a very Moscow laboratory through an unbiased qualified. The Ru sian Anti-Doping Agency was suspended in 2015, immediately after an investigation found proof of common, state-sponsored doping, and team that experienced coated up for athletes. Ru sia's Ministry of Sport as well as the Ru sian Federal Safety Services had been also implicated.News Ru sians Allegedly Qualified Lab Studying Chemical WeaponsFriday's statement has still left intercontinental athletes puzzled and dismayed as it contradicts a panel advice received from the BBC on Thursday. That doc mirrored a unanimous summary that conditions weren't achieved to benefit lifting the ban: the Ru sian Minister for Activity repeated a preceding stance that his country's Investigative Committee and courts establish who was Bobby Hart Jersey a sociated with the scheme, and he did not deal with usage of info and samples "at all." WADA's sudden shift follows athletes' contact, earlier this week, with the company to stand robust towards stre s. Athletes in the U.K. Anti-Doping Athlete Commi sion wrote inside a letter, "To overlook these problems, ignores the desires in the athletes that you are there to shield. Athletes will no longer think about the method." Travis Tygart, CEO with the U.S. Anti-Doping Company, mentioned in the a sertion emailed to NPR, "Frankly it stinks to substantial heaven." He termed on WADA to launch information and facts that confirmed Ru sia's compliance. He went on to mention that no WADA officers are actually provided acce s to the Moscow laboratory exactly where athletes' urine samples have been saved, nor have Ru sian authorities publicly approved the findings while in the McLaren report outlining wrongdoing."It's no wonder clear athletes are stunned and outraged at Wada's sudden about-turn curiously just times right before its crunch a sembly, and a person day just after thoroughly clean athletes came out in drive over the entire world to implore Wada to regard their rights," he stated. Previously this thirty day period, the Ru sian agency's Director Normal Yuri Ganus mentioned, "I really don't have any optimism" the firm will be reinstated, according to the BBC. But Ru sian Sports activities Minister Pavel Kolobkov told media on Friday, "I was sure that the compliance overview committee would, quicker or afterwards, identify the huge operate that has been performed by Ru sia from the battle from doping," Reuters documented.The Ru sian company also announced a lecture scheduled for later on in September, called "Peak General performance without having Doping: Truth or Fiction?" It can attribute Yanis Pitsiladis, a profe sor of activity and work out science within the College of Brighton who conducts investigation funded by WADA, based on his tutorial profile. WADA's govt committee options to discu s the advice Sep. twenty in advance of building a community decision.Sporting activities U.S. Olympic Committee Hires Sarah Hirshland As Its New CEO The agency mentioned it does not normally share compliance evaluate committee suggestions right before executives make their deliberations, but "decided to carry out so in this case provided the level of interest surrounding the matter plus the amount of speculation." In February, due to the fact Ru sia's Olympic committee was suspended, Ru sian athletes participated beneath a neutral flag, along with the title of "Olympic Athlete from Ru sia." Only once the game titles was the committee reinstated.

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Former Attorney Basic States Whitaker Appointment ‘Confounds Me’

Enlarge this imageMatt Whitaker participates inside of a spherical table event within the Section of Justice on Aug. 29, 2018 in Washington, D.C.Chip Somodevilla/Getty Imageshide captiontoggle captionChip Somodevilla/Getty ImagesMatt Whitaker participates inside a spherical desk event with the Department of Justice on Aug. 29, 2018 in Washington, D.C.Chip Somodevilla/Getty ImagesThe previous lawyer typical beneath President George W. Bush is voicing question about no matter whether President Trump has the authority to appoint Matthew Whitaker as performing legal profe sional general, indicating you can find "legitimate questions" about no matter whether the choice can stand without Senate affirmation.Within an job interview with NPR, Alberto Gonzales, who served as lawyer common from 2005 to 2007, also mentioned that important remarks created by Whitaker about Robert Mueller's investigation into Ru sian interference within the 2016 election "calls into concern his impartiality."Gonzales's feedback insert to a chorus of criticism which includes confronted the Whitaker appointment considering the fact that Jeff Cla ses introduced on Wednesday that he was resigning as legal profe sional standard within the request of your president. In deciding upon Whitaker, who served as main of personnel to Se sions, the president pa sed over the official who were in charge of the Mueller probe, Deputy Legal profe sional General Rod Rosenstein. Regulation Jeff Periods Forced Out As Legal profe sional General Right after Continuous Criticism From Trump "I've got some troubles using this type of, very Roquan Smith Jersey frankly, for the reason that the notion which the chief of staff that is not Senate verified might have much more experience, far more knowledge and superior judgement than a person such as deputy attorney common as well as the solicitor typical, people in the line of presidential succe sion within just the Department of Justice, to me, it confounds me," Gonzales stated in an job interview Saturday with NPR's Michel Martin. The Whitaker appointment has fueled uncertainty about the way forward for the Mueller investigation, with lots of Democrats now urging the previous U.S. lawyer and Division I football player to recuse himself from overseeing the probe.Individuals fears stem from comments produced by Whitaker right before he joined the Justice Office very last calendar year. Within an op-ed for CNN, Whitaker argued which the Mueller investigation experienced gone far too much. He also advised the network that he could imagine a state of affairs in which Cla ses is changed using an attorney common who "reduces [Mueller's] funds so reduced that his investigation grinds to virtually a halt." In the separate interview previous 12 months using the Wilkow Bulk on SiriusXM radio, Whitaker opined around the Mueller investigation, declaring, "The truth of the matter is there was no collusion using the Ru sians and also the Trump marketing campaign … There was interference from the Ru sians into the election, but which is not the collusion while using the campaign."Addre sing Whitaker's earlier statements, Gonzales stated he questioned "whether or not putting Mr. Whitaker in this particular placement at this distinct time was the clever move." Whether or not the appointment is lawful, Gonzales explained, Whitaker's reviews elevated "a full specter of whether or not or not he really should recuse himself, so once again, we are ideal back within the circumstance where you have got the management on the department subject matter to questioning regarding no matter whether or not they could effectively lead the department with regard to at least one from the most politically charged investigations that is ongoing ideal now."On Friday, President Trump responded to criticism that he appointed Whitaker so as to rein inside the investigation, expre sing he hasn't spoken to him in regards to the probe. The president also claimed, "I don't know Matt Whitaker," regardle s that he has fulfilled with him more than a dozen occasions. In October, President Trump also instructed Fox Information, "Matt Whitaker's an awesome person. I mean, I do know Matt Whitaker." Politics Trump Falsely Claims To not Know The man He Hand-Picked As Acting Legal profe sional Typical Incorporating for the problems of Democrats is Whitaker's ties to your witne s during the Mueller investigation: Sam Clovis. In 2014, Whitaker chaired Clovis's campaign for Iowa point out treasurer. Clovis went on to work as an adviser for the Trump campaign, and it is thought to get one of the campaign officials who spoke with another aide, George Papadopoulos, about overtures Papadopoulos was finding from Ru sians in London. The Washington Publish, citing "two folks shut to Whitaker," documented on Thursday the new performing legal profe sional common has no intention to recuse himself from your Ru sia investigation. Within a statement on Wednesday, Whitaker claimed he is "committed to primary a good Office with all the greatest ethical expectations, that upholds the rule of regulation, and seeks justice for all Individuals."As NPR's Miles Parks and Philip Ewing claimed this 7 days, you will find many strategies Whitaker will be in a position to complicate Mueller's operate: Just one is just by declining to continue to pay the investigators or lawyers functioning for that exclusive counsel. Or by re-a signing them back to their previous careers while in the FBI and the Justice Office or perhaps the intelligence local community. Yet another way is by constraining the authority that Mueller and his busine s office should carry out the investigations they want. … In the event the particular counsel's busine s hopes to situation a subpoena or send investigators or contact witne ses in advance of a grand jury, the deputy legal profe sional basic is commonly a sociated. In case the new leadership with the Justice Office didn't need to go along, on the other hand, that could constrain Mueller's ability to examine as he sees fit. And, if very little else, acquiring a legal profe sional standard who is just not recused from Mueller's function could provide the White Dwelling a clearer glance inside it.Gonzales explained he was uncertain of what can be finished if Whitaker moved to prevent the Mueller investigation. This type of spectacular stage is bound to result in a combat among Congre s plus the executive department about use of what Mueller has up to now observed, he reported."The [Justice] Department may well only a sert privilege dependant on regulation enforcement privilege to shield the integrity from the investigation also to really encourage straightforward dialogue involving investigators and prosecutors. Regardle s of whether or not that privilege could well be upheld during the court docket remains for being seen," he explained.But Gonzales mentioned it shouldn't must occur to that."I'm extremely troubled that a change might have been produced here to prevent an investigation, which by all accounts is almost finish," he explained. "I a sume we just hold out and permit this point enjoy out, permit Bob Mueller generate his report and let the American folks determine what e sentially took place in this article."The audio model of the tale was made by Dana Cronin and Ammad Omar.

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In North Carolina, Hog Waste Is now A Streamlined Gas Resource

Enlarge this imageCasey Collins, Duke University electrical power manager, inspects a boiler for the West Campus Steam Plant. Soon, these boilers will run on swine biogas as opposed to normal gas.James Morrison/WUNChide captiontoggle captionJames Morrison/WUNCCasey Collins, Duke College electricity supervisor, inspects a boiler for the West Campus Steam Plant. Shortly, these boilers will operate on swine biogas rather than organic fuel.James Morrison/WUNCIn late March, a undertaking in japanese North Carolina exposed the prospective to turn each individual hog farm from the condition into a source of renewable all-natural gasoline, or what's recognized as swine biogas. Biogas normally refers to methane created by the breakdown of natural and organic subject. It might be made from foodstuff scraps, decomposing plants and animal waste. Swine biogas is methane that arrives from hog waste. A lot of people think the objective of biogas is to create environmentally friendly gas, but that is really the byproduct. The most crucial reason of making biogas should be to wipe out methane and get paid useful carbon offset credits methane is a greenhouse gas that's twenty five occasions more potent than carbon dioxide. The Optima KV Undertaking has the likely to perform both of those demolish methane and generate plenty of renewable purely natural gasoline to power the equal of one,000 properties for your year. Presently, hog farms that make biogas also flip it into electricity onsite employing a microturbine think of a gasoline generator. This implies a hog farmer oversees every move of the system.The Optima KV Task does for swine biogas what Henry Ford did to the auto field. It streamlines output by finding rid of individual microturbines at just about every farm. In its place, it funnels the biogas from 5 Duplin County hog farms into a pipeline that feeds into a close by Duke Electrical power electrical power plant. This can be what is known during the industry as "directed biogas." "I just believe that makes considerably more perception," reported Randy Wheele s, a spokesman for Duke Strength. "That's as the technique of turning the fuel into electrical energy will take place in a key electricity plant with greater effectivene s and far better emi sion controls." Duke Fred Warner Jersey Energy is paying for the Optima project's swine biogas to meet a state-required mandate that 0.2 percent of energy appear from hog waste by 2023. This challenge is getting the condition near to conference that mandate for that first time. A further biowaste production facility, the Carbon Cycle Job, was slated to come on the net this summer time, but people acquainted with the firm say it has been delayed. The Denver-based corporation, Carbon Cycle Energy, expects its venture in Duplin County will develop sufficient energy to power 32,000 homes every year. About a quarter of that electricity will appear from swine waste. Enlarge this imageAnaerobic digestion within a hog waste lagoon at Loyd Ray Farms will cause methane to make up beneath a cover. This methane might be converted into swine biogas.James Morrison/WUNChide captiontoggle captionJames Morrison/WUNCAnaerobic digestion within a hog waste lagoon at Loyd Ray Farms causes methane to create up le s than a cover. This methane is going to be converted into swine biogas.James Morrison/WUNCDuke University's emi sions goal A 2013 Duke College study observed the directed biogas method could reduce the price of swine biogas to as minimal as 5 cents a kilowatt hour, and that is about precisely the same rate as solar ability. And there's a cause Duke University is intrigued in reducing the price of renewable natural Jimmie Ward Jersey fuel. It's got a intention of bringing all its emi sions to zero by 2024. And when solar and wind electricity could get Duke the majority of the best way there, it truly is not adequate.The university neverthele s demands a flamable gasoline resource to turn drinking water into steam in its significant boiler plant. That steam results in warmth for structures on campus year-round. The plan is to convert the boilers from burning organic fuel to burning swine biogas. "That means we'd be capable to run the campus over a renewable electrical power supply," stated Tanja Vujic, director of biogas system at Duke College. "And we would get credit history for destroying methane which is coming off those people lagoons."In 2010, Duke University partnered with Google to pilot a system for turning hog excrement into electrical energy. This method remains operating at Loyd Ray Farm in Yadkinville, numerous miles west of in which nearly all of the state's hogs dwell. The purpose of the technique was for Duke and Google to generate carbon credits to offset their carbon footprint as they changeover to additional renewable strength sources. The two could have gotten credits for capturing the methane and burning it (known as flaring), but Duke saw potential for swine biogas inside a condition with around nine million hogs every single developing 10 times just as much waste for a human. Turning Pig Poop Into Green Power Building biogas from hog waste is actually a relatively straightforward strategy. On any hog farm, h2o is used to flush waste out of the barns right into a lagoon. Germs eats that poop and results in methane. Rather than letting that methane bubble into your environment and include to local climate modify, you can seize it by covering the lagoon with what looks like an enormous pool addre s. "A huge storage balloon is what it amounts to," stated Marvin Cavanaugh, proprietor on the Winston-Salem-based engineering firm Cavanaugh. Duke hired the busine s to create the pilot task at Loyd Ray and check the opportunity for scaling swine biogas to an industrial degree. Enlarge this imageMarvin Cavanaugh, owner of the engineering company Cavanaugh, describes the procedure for turning hog squander into energy.James Morrison/WUNChide captiontoggle captionJames Morrison/WUNCMarvin Cavanaugh, operator from the engineering firm Cavanaugh, describes the procedure for turning hog squander into energy.James Morrison/WUNCAt Loyd Ray, Cavanaugh also utilizes a large pump within the bottom with the lagoon to flow into the liquid waste. This makes sure air, microorganisms and pig poop are all managed with the ideal balance."It's quite equivalent to your compost pile," Cavanaugh stated. "You have to sustain the correct mix and temperature." The ensuing methane is then cleaned and became pre surized purely natural gas which will be turned into electric power. This gasoline is highly multipurpose and might be applied in myriad methods. Some farmers use it to operate diesel generators.There hasn't been considerably need for the fuel simply because gasoline can be a more affordable selection for cars and organic gasoline is actually a le s costly selection for buildings. But as a lot more firms and international locations transfer away from fo sil fuels and make zero emi sion pledges, this renewable purely natural fuel is starting to be far more interesting. "We had two groups from China come. I asked what they had been gonna do with it," Cavanaugh mentioned. "He mentioned 'We're gonna bottle it and melt away it within our cars.' I said 'It's not cost efficient.' He mentioned, 'Maybe not for you, what you spend for gas. But what we shell out for gas, it is very succe sful.'" In the last seven years, the task at Loyd Ray Farms has taught Cavanaugh and Duke College the way to scale the creation method and squeeze far more fuel from every single hog farm, as they eye the huge untapped squander lagoons from the jap portion of the state. The Optima KV pipeline is usually a major breakthrough during the software of what continues to be realized at Loyd Ray. The long run of biogas in North Carolina Moving forward, Duke scientists are hoping the university's purpose for a large, steady purchaser of biogas might be the catalyst for developing a steady sector for the eco-friendly gasoline. They estimate it could travel as lots of as 300 hog farmers into developing biogas by making constant interest in the fuel.The Salt How Colorado Is popping Foods Waste Into Energy Duke University's Vujic envisions a time inside the close to future when all hog farms inside the point out are going to be related to the renewable normal gasoline pipeline, curbing emi sions and building us a lot le s depending on fo sil Patrick Willis Jersey fuels. It should not quit with hog squander, she mentioned. Biogas can be comprised of food items scraps, hen poop and also human waste."Once we develop the infrastructure for the biogas sector in North Carolina, you might be intending to see those people other sectors obtain approaches to make biogas also, Vujic mentioned. "It's style of like Discipline of Dreams. In case you construct it they may occur." This story concerns us from member station WUNC in North Carolina. James Morrison is an surroundings and meals author in Chapel Hill, N.C. You can stick to him on Twitter at @JCMorrisn.

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Make Your Content “Seeable”, Not Just “Readable”

- Mansi Priya, Marketing, Trivone Digital

If you are struggling to obtain results from your content marketing efforts, it’s time to power up and take your content marketing to the next level. Today, words are not enough to keep customers and prospects engaged. Whitepapers are no longer the secret to inbound marketing. Visual has become the new norm.

Content, especially marketing content, is not just something one can read and understand; you would be no different from newspapers that have content people consume at will. To engage prospects and customers, content should be able to connect with them, address their issues, concerns and challenges. When your content descends into the battleground of your prospective clients, it becomes immediately relevant, engaging and of significance.

Using the right tools, you can speed up this process. Light the fires around your content strategy by effectively utilizing visual content— infographics, videos, GIFs, memes and much more. Get creative and bold—show your customers and prospects ideas instead of telling them. Make your content more “seeable” than just readable.

Word-heavy content can easily kill interest. Break the monotony of plain text. Make the content light and consumable by using images to simplify complex concepts and ideas. Clients and prospects would find it 10x more attention-worthy and easy-to-follow. To connect effectively with your target audience, build a strong story and tell it with images, comic strips, videos or memes.

The more the images and infographics in your content, the more shareable it is on digital platforms, and higher the chance of it going viral.

So focus your efforts on making an impact with the content you have: To reach your audience, keep it short on text and high on visuals!

Why To Adopt Digital Media?

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- Anubha Narula, Head-Media Sales, Trivone Media

We all know that Digital media has revolutionized marketing and advertising, transforming them in ways that one can no longer ignore. It has created a lasting impact in the way people communicate and connect with each other, and with enterprises.

Digital media is so pervasive that anyone can access information anytime, anywhere and from any device/channel. As in business where effective and quality communication is the key to growth, it takes professional, technical and marketing skills to identify, engage and develop relationships with customers in the digital environment. It is a channel where the consumers are exposed not just to what you say about your company or brand but also to what media, friends, relatives, peers etc. are saying.


Digital Media can be a mixed bag, offering both advantages and disadvantages. Poorly handled, customer ire in this very channel can go viral and literally shut down business. But expertly leveraged, it can be tremendously beneficial for your business. Here is a quick look at the advantages of digital media.


  • It is easier to promote your business or brand, using a number of channels like emails, social networks (Facebook, Twitter, etc.) web chat and more. With these you can reach the mass audience faster, and keep pace with their changing preferences
  • Data analysis can help you add the crucial element of personalization, and you can customize requirements as per the client’s need faster
  • People are using social media sites more than any other channel as they are faster and easily accessible

Challenges & Solutions:

Paradigm Shift in buying behaviour: The biggest challenge marketers face today is a permanent shift in consumer behaviour, which is a complex task to handle. With the advent of smartphones and tablets, the consumer feels more resourceful and empowered to make various buying decisions. Also, with the penetration of internet enabled devices, consumers have access to information about the product or service he is buying.

Marketers need to adapt to these changes and make the experience easier to the customer by interacting with customers and being aware of their demands. Instead of overwhelming the customer with a plethora of irrelevant information, marketers can focus on aspects like quality and innovation of their product/service and help customers have a more enriching buying experience.

Difficulty in leveraging content management according to the changing consumer behaviour: In digital world, the content is the king and one of the main aspects of marketing that drives considerable traffic to a brand’s website. Hence, it has to be relevant, relatable and up-to-date. Content management is the centre of any change, it determines how we do our business. This means that the content management has to be at par with the changing buying patterns and needs of the consumer.

Marketers need to ensure that they have an up-to-date content management and marketing strategy that clearly communicates a brand’s core values and helps the consumers to make a better buying decision. They need to ensure that the content on their website is woven around their target audience and clearly addresses their concerns.

Tapping on the power of browser-based apps : At a time when customers are looking for easy and hassle free browsing experience coupled with high penetration of smartphones amongst the users , leveraging the power of browser-based apps is the need of the hour. Brands can make their presence more visible and build a wider customer base utilising the reachability of mobile apps. But there is huge competition in this segment as almost every brand is building an app for selling their product/service.

Thus marketers need to identify the intensity of competition and build a marketing strategy that would help them establish a strong hold in the market. They need to look for innovative and novel ideas in designing browser-based apps, that would help them create a unique brand vale that the customer can easily identify with and remember.

Planning Your Social Media Strategy

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- Mansi Priya, Marketing, Trivone Content

Does your business have a website? If the answer is yes, you are on the right track. But a mere website presence cannot guarantee success – especially in the age of instant information and social media. The far-reaching influence of social networks is redefining the way organizations interact and engage with customers—anytime, anywhere. Traditional marketing strategies are being reshaped by emerging technologies and the power of social, underlining the need to keep pace with the changing needs and preferences of your customers.


An engaging social media presence—on sites like Facebook, Twitter, Instagram— gives your business an opportunity to connect with your existing and potential customers. It opens up new channels of communication with them and facilitates promotion of products, services and offers. An effective social media marketing strategy can therefore help you boost your bottom line as well as brand image.

Here are a few things you need to keep in mind:

Follow the plan: You must get your plan ready before you execute it. In 2016, if you are planning to use social media to reach more people, you need to employ some innovative strategies. On social media, things change rapidly. Strategies that were a success in the previous years may not work for the next year. So your social media plan must allow for flexibility and quick response.

Quantity Vs Quality: It is not the quantity of your posts that makes your social strategy a success. In order to be effective, you don’t need many posts; you need posts that readers can connect with or respond to. More than the number of posts, focus on the quality of the messages that reach your audience.

Target community: Expanding your social media presence ensures you engage more with your customers. Focused social media marketing can widen your reach if you pick the right community to deliver the right message.

Competition analysis: To consistently innovate new strategies for communication on social media, keep an eagle eye on your competitors. Observe them closely to benchmark your performance and be ready for the next innovation.

Media Spends: Majority of businesses now have a social media presence. It is vital to be visible in the crowd as the competition intensifies to deliver the most engaging tweets and posts. To make sure that your content reaches the right audience, media spends are important. Organizations need to allocate a good-sized budget for media spends for effective social media marketing.

Social on Mobile: People consume the maximum content through social media. The widespread proliferation of mobile is the cherry on top. Mobile has ensured that people have higher-than-average presence on social media, creating a growing captive audience for marketers. People can now access content wherever and whenever they want. Yet, attention spans have reduced, so you need to make sure your marketing message is conveyed through the right channel, to the right audience, quickly and effectively.

In a connected world, your customers are closer to you than you imagine. With the emergence of newer social media platforms (Vimeo, Peach, etc.), starting the right conversations with your target audience is only a matter of devising the right social media strategy. The sky is literally the limit for social marketing—provided you can leverage the opportunity!


Five Skills Social Media Managers Must Have

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Kavitha Mhatre, HR Head, Trivone Digital

Five years ago, their role did not even exist. Yet, today, theirs is a highly sought-after skillset – a role that is changing as we speak. We are talking about your Community Managers, Social Media Experts and Digital Personnel. They are whom we turn to for managing social media for our brands and your clients’ brands.

social media expert

While hiring, a tab is kept on the essentials – online experience, responsiveness, ability to multitask. But in today’s dynamic market, this niche skillset requires you to look beyond the basics. Here are some value-add skills and attributes to look for in a social media resource:

Passion and enthusiasm
A social media manager must be able to excite the audience with your brand. To do that, you need an enthusiastic social media team. One that is passionate and understands the value of creating engaging conversations and empowering the consumer with a voice.

Staying one step ahead 
The only permanent thing about Social Media is change. Your social media team deals with it by staying ahead of the curve – reading social media blogs, signing up for feeds, making Twitter their new BFF, curating their own content, joining LinkedIn groups. This helps them to understand what kind of tools and apps are available out there, what is trending and how it can be used to better your campaigns.

Relationship building 
Today every business needs to build relationships.  Your social media ambassadors need to identify with the audience and their influencers. One way to go about doing that is by finding an emotional connect with people. Not by spamming them or begging for follows.  Or saying what they think people want to hear. But by actually building and fostering online relationships with them using conversations to gain insights into their needs. 

Focus on analysis  
This one is really simple. Is your current social media strategy working out for your business?  What is the best strategy for your business?  A good social media manager should be able to answer that with sound data and metrics – audience demographics, customer preferences and behavior, what drove the maximum engagement, which campaign produced the prime buzz, and the impact of it all on the growth of your account. He or she should then be able to convert the derived data into robust business plans and outcomes.

Taking risks
Your audience wants something new all the time! It could be a campaign that strikes an emotional chord or a well thought out strategy. It’s just not about the tried and tested anymore. You need a fearless social media manager who is not afraid to innovate and try something new.  

The key to social media communication is to keep it likable; keep it consistent; keep it engaging.  If you have figured how to innovate by infusing these elements in your campaigns, then you are pretty much on track. The digital track that is!


The Twain Shall Meet, Someday

- L. Subramanyan, CEO, Trivone Digital

Now, that is settled, you have two worlds in the supply side – the industrial (read the old world) and the Digital (the new order). The narrative always distinguishes the one from the other, Digital economy, with all its net-based trappings is sharply differentiated from the old economy – the manufacturers, the small industries and so on. Even the stats released scream the same news, why even our Prime Minister talks about Digital India and Make in India, in different breaths..
That has to change, just as the old economy cannot tap newer opportunities without embracing the new tools of trade, the digital players, at some stage or the other, will have to start looking at the Brick and Mortar (BAM) realities. To read the two of them as separate is to miss an extremely critical conjunction where the sum of the parts (of each) can be dramatically more than the whole.

digital and industrial world

Look at Mumbai Police. Policing is an old school methodology.. particularly in India. However, in a space of three weeks, Mumbai Police dramatically transformed their entire messaging and its efficacy by combining old school techniques (enforcement drives, fines etc) with social media tools. They built and nurtured a community on Twitter, showed a human, and oftentimes, a humorous face, to their constituents and told the Mumbaikar to behave. They could have done that using hoardings or ads in newspapers, by choosing to tweet, they reached out to influencers and their followers, to spread the word and dramatically improved their messaging reach.

What does this mean for the average Indian manufacturer who probably has an apology for a website and has very little interest and understanding of digital media? To my mind, five things:
1.    Leverage your community: Digital companies have spent and are spending humongous cash to build their communities. You already have yours – your customers, prospects, suppliers et al. It is finite, perhaps smaller in number, but has a much larger monetizability. Consequently, it is much easier to get them together within your brand and start conversations with them to understand them better.
2.    Rational conversations: Your community, and your discussions, are much more appealing to a rationale than to an emotion. Here is your opportunity to start the conversation. Sure many of your constituents are not online or social. So what? You have to start somewhere, and earlier the better.
3.    Social interaction: You spend a significant amount of time and money to get to know your customers – dinners, conferences, meetings… Wouldn’t you like to supplement this by getting into a discussion with them on a daily, weekly or monthly basis? Are’nt there any issues that you always wanted to discuss – be it the coming budget or the interest rates or even the price of Narendra Modi’s outfit? Why would you wait till the elusive dinner to do that? Make it a continuum rather than a point discussion. Discover your constituency.
4.    Leverage the www: Your website doesn’t have to be a static broadcast tool. It can be dynamic. It can represent your brand, your products, your ethos, your chairman’s vision, the solutions, your team, your champion within your company, the unsung hero who needs to be recognized… it can be as dynamic as it gets, and certainly a lot more dynamic than your glossy brochure that you got printed last month! Think about it. So, build your web presence, but with a lot more content, text, audio, video, graphics. It is all out there to be leveraged.
5.    And finally, focus on the Content: The difference between one website and the other, is just the value of content and how it is shown. So don’t scrimp on the content, it is dynamic and needs to change, to reflect your company. There are real people, within your company and within your constituency.. leverage that reality.

So what happens if you do all of the above? At one level, there could be some minimal cosmetic changes. However, at another level, you start interacting with your constituents much faster, in a much more focused manner. Your prospects start seeing you as a real company, with real people, and not just as a faceless manufacturer of mechanical seals! The quality of your discussions goes up as does the quality of your BD, and sometimes in the near future, the velocity of your BD.
Digital is not just a ‘nice to have’ but a rapidly evolving ‘must have’. The power that B2B can provide to digital initiatives is enormous and can have a much quicker impact on the business than a consumer facing initiative.
When Make in India meets Digital India… magic happens!

L Subramanyan
Is the CEO and Founder of  Trivone Digital Services, the agency which conceptualized and ran the Mumbai Police Social Media campaign. The views are personal.