My education background is relatively limited, however my experiences are not. This includes a 2 year stint in London, playing hockey in hail and visiting the infamous Brands Hatch to see testosterone pumping on two wheels. My resume reads like the summarised version of a short film, jumping scenes in quick fashion due to the audience’s short attention span. Most notable is the common thread in my history of the lifelong colleagues I made. via Microsoft Facebook Page In the Caribbean, it’s even more important to build a strong network as many decision makers are under the impression that you’re not a good hire unless they personally know one of your references. It may not be fair, but the reality of our culture is one of familiarity. You know the conversation, “…oh so you live in St Augustine? I have a friend who resides on that street opposite UWI….you know her?” At this part of the interview, you’re unsure of the relevance and how to steer the conversation back to your visible strengths to the job position. One of the best ways to add value to your professional (and personal) life is to be social. This is a matter-of-fact way of life in Trinidad, however we tend to socialise with no direction in mind. Building a strong network takes a specific level of focus, that may be a bit difficult after your fifth Stag. Knowing what your goal is means shifting a dead end conversation to one of imminent value. Something as simple as “Where do you work?”, can spiral into career changing paths. A strong Network means when you need financial advice on your next job offer, not only will you have multiple references to gauge the market value of that position but your advisors may know you future boss and mention your value at their next game of golf. Wherever you maybe in your profession or academic career, ensure that you’re not too busy to befriend the next Machel Montano. #Linkedin

In my previous blogs in this series, I’ve covered the rise of mobile gaming, the acceptance of video games as a viable entertainment medium, and how game elements can help improve our lives. How does this all tie together into the Gamification conversation? Firstly, Gamification is described as a Human-Focused Design, i.e. optimizing a process to accommodate people’s feelings, insecurities, and motivations. Video games have mastered the arts of motivation and engagement over many years, keeping us players entertained and driven to complete quests and move forward to the next level. Gamification is named as such because it aims to bring that drive to real-world scenarios. Brian Burke, VP of Gartner, Inc and author of the new book Gamify: How Gamification Motivates People to Do Extraordinary Things says it best: “Gamification is about motivating people to achieve their own goals, not the organization’s goals.” Gamification is already all around us, from our personal interaction with various apps, to business’ incorporating the philosophy into their strategies to better engage with their customers. The rise of Gamification can be traced to the exponential growth in mobile gaming and persons willing to spend real-world money on in-app purchases (Candy Crush anyone?). It’s an unprecedented and unbelievably profitable market, so it makes sense that it has made companies’ heads turn. However, it isn’t as simple as including a leader-board and points system. Those type of transactional inclusions were acceptable in the early days of Gamification but, an evolving market calls for continuous transformation in the experience. Experts in the field agree that there are certain criteria that must be met in developing an experience that your customers will appreciate and interact with. For a comprehensive deep-dive, I turn to Yu-Kai Chou, Founder of the Octalysis Group and creator of the Gamification framework, Octalysis: The 8 Core Drives (which is detailed in the video below), coupled with a deep understanding of an audience’s behavioral drive (left brain logic, and right brain creative) will help your Gamification succeed. Your plan doesn’t need to have all of the core drives, however, it needs to excel in the ones that it does include. This will, of course, rely on proper research and determining the best focus to meaningfully engage with your customers –#KnowYourAudience. TED Talk – Yu-Kai Chou on using Gamification to Improve Our World Gamification has continuously evolved over the years from a simple buzz word to an innovative behavioral philosophy that can be tailored to suit different objectives such as increasing engagement, improving competitiveness and even boosting employee morale, as Hyatt Hotels did. There are countless Gamification case studies available to marketers, from Nike to Starbucks to Coca-Cola. There are also incredible social examples that seek to bring people together to positively impact the world. The literature is there, and provides the greatest opportunity to learn from others and build on the ideas that already exist.  One of my favorite Gamification examples is Coca-Cola’s ‘Unlock the 007 in you. You have 70 seconds.’ Persons who participated won free tickets to the 007 movie Skyfall. As with many of Coke’s marketing stunts, it went viral for its creativity, excitement and humor, and incorporated the Gamification core drives of Epic Meaning and Calling, and Unpredictability and Curiosity: Another brilliant example is integrated into the social platform Instagram (read my Instagram experience blog here) and it revolves around the critically acclaimed animated series Rick and Morty. Initially, the Rick and Morty Rickstaverse is unassuming. The fun begins when you click on a picture and are given the option to ‘warp’ to another location. The link takes you to another Rick and Morty based Instagram account for your exploration. I was honestly fascinated by how cleverly they gamified this; a little creativity truly goes a long way. Our world is getting smaller. Technology is revolutionizing the way we do business and adaptation needs to be a key priority. Markets are changing rapidly, with tastes and preferences coming and going as quickly as the blink of an eye – #Millenials. Social media has us constantly connected on a global scale. To survive, you must innovate and to innovate, you must be willing to take strategic risks to elevate your brand above others in the market. Gamification is a portal to unique opportunities and now, more than ever, is the time to acknowledge its well-developed benefits. So, are you prepared to take the leap and gamify?

http://wendywilliamsgifs.tumblr.com/post/145243224083 As a Caribbean Native professional, I’m somewhat embarrassed to admit that I watch the Wendy Williams show. It began a few months back, when I was prepping for this Facebook Live event and wanted some insight to that ‘talk show set up’. Initially I was focused on the format of the show on Youtube, and even more fascinated by the Behind the Scenes segment, but eventually the Hot Topics segment grew on me. Admittedly I don’t agree with sharing ones opinion when most of the information is hearsay, but that’s the beauty of the United States of America, freedom of speech aka build profitable industries on Gossip. I also admire her hustle, she has been in the radio business longer than I’ve been alive, yet she has evolved her brand to remain relevant, something a lot of brands can learn…looking at you Nokia. My limited knowledge of the show goes as far back as last month, however we all know Youtube pokes the productivity fire by suggesting the next video and I managed to catch a few Hot Topics episodes from last year. In my need to feel connected #FOMO, I did the needful and Googled all things Wendy, i.e. website, facebook, Instagram and Twitter. I was not at all impressed by the layout of her website and saw multiple loopholes of lost income based on the broken links that filled her menu layout. She also has a clothing line which she promotes on HSN, but it baffles me that her site isn’t efficient enough to support that. The latest eye opener, came last week when she announced on her After Show that she wants to stop this segment as it’s too monotonous and boring. She asked the person behind the camera what he thought and he almost instantly agreed with her. You can see the video below. I’m not sure about the working culture that has been established i.e. he says what he really thinks after, but this was a shocker for me. I just always assume that the North American people, have it together and understand the power of technology, it may be a small islander complex. Regardless, if you read the comments below the video it’s clear that her audience does not agree. From a Digital Marketer perspective, video is the new black for content. With close to a million subscribers, the only way to feed those content monsters is with short bursts of moving photos. Her suggestion to ‘give it to you good’ once a week for 20 minutes does not encourage organic growth. The evolution of Beyonce’s page is a great example of sharing your brand while keeping the mystery to increase ticket sales for her tour. My suggestion; shorten the BTS segments to a maximum of 10 minutes and get every single staff member involved. Heck, sometimes the BTS doesn’t even need Wendy, the audience wants to learn about how it all works and the people who help. This widens her demographic from the housewives who need an update about George Clooney’s new wife, to the aspiring camerawoman, the next Pat McGrath and even the next Wendy! As with most successful teams, the right dynamic is paramount to the growth of the business. Leaders must ensure there are multiple Subject Matter Experts, which will allow a broader picture to what success looks like. Wendy has mentioned multiple times, her inability to keep up with technology, however as a leader of a team it’s in her best interest to employ persons that do. We should also provide the necessary data to support just about any business decision. How you doing with your next business decision? #Youtube

In my previous blog, I asked the question ‘How does a company outside the video game industry tap into this passion profitably?’ Many brands will answer you with a smile, as they have been doing it for some time. They’ve honed in on the fun, competitive and exciting aspects of games to help entice customers, strengthen their relationships and increase overall loyalty. It’s called Gamification, which is defined as the use of game mechanics and game design techniques in non game-contexts. In my next blog, I’ll get into the specifics of how brands have created magic and success by incorporating this philosophy into their strategies. This week, however, I want to bring a level of understanding to both Gamification and its real world potential because it’s this type of innovative thinking that helps push your brand beyond the conventional. The idea of Gamification, for me, starts with Jane McGonigal, Game Designer, Cultural Observer, Author, optimist and believer in utilizing both games and gamers to make the world a better place. Her TED talks below give insight into both her love of the industry, her understanding of how games speak to us psychologically, and how she turned a rough life experience into a game that extends your lifespan 7+ minutes.  Her talks are from a very personal perspective and I believe this is the optimum starting point for furthering my Gamification conversation next week. I invite you to listen to Jane and see if you can relate to her experiences, and stay tuned for my concluding blog in The Social Media and Gaming Series.

The evolution of gaming in the digital age Some time ago, I wrote a brief observation of nostalgia on how it helps shape both our demand and consumption of entertainment media. Video games are no different. Gen Xers can relate to wanting to tap into their childhood days, from the Atari to the Nintendo to everything since. Back then, the internet and social media were mere concepts and video games was a barely-out-of-diapers medium that saw many hits and misses in its evolution. Fast forward to 1998 and the focus example of this blog. Square Enix released a role playing game (RPG) called Final Fantasy 7. If you’re a lover of games, you’re probably familiar with it. FF7 was a massive success and to this day is revered as one of the best RPGs, and best games, ever released. Though many persons born outside Gen X discovered the game later in life, persons between ages 30-40 have a greater understanding of the effect this game created over an eighteen year period. As internet became the norm and persons were able to share their experiences, passion and love of FF7 and video gaming on the whole, it became a benchmark for future titles. We fast forward again to June 2015, a few months after Square Enix angered fans with an announcement of a port of FF7 to the PS4. They made up for it in spades at Sony’s E3 2015 press conference that brought grown individuals to tears. Final Fantasy 7 is currently being remade for modern consoles; significantly we go from blocky characters, to detailed HD. Needless to say, fans went nuts. Media houses’ jaws were on the floor, from Kotaku to BBC. The gaming world stopped in awe, with everyone thinking the same thing: what a time to be alive. Social media went into overdrive. Many people were live streaming the event, and their reactions were immortalized into various reaction videos. Twitter exploded with disbelief and forums were flooded with comments and memes. Kotaku’s article here provides a general snapshot of the chaos, including the increase in Square Enix’s stock prices right after the reveal. If you have to takeaway one thing from the last few paragraphs, understand that video games are generational. Persons who experienced the excitement of FF7 and who have followed the growth of games overtime are as lucrative a market as millennials. In our current age of internet and socials, and the rapid growth in acceptance of games as a viable medium and lucrative career path, the gaming industry has taken advantage of these marketing tools that drive buzz and word of mouth more quickly than any television or newspaper ad could. Social media has become the go to place for many companies to monitor fan reactions, opinions, ideas, frustrations etc. It gives real-time insight into what consumers are thinking and feeling and their influence on their friends and followers. It’s a way for companies to put into perspective their strategic decisions and get early data on consumer acceptance or rejection. Video game teaser trailers, for example, fuel such data, like the recent dislikes on Call of Duty – Advanced Warfare release trailer. Video games are an accepted medium in our popular culture, from consoles to mobile, as my last blog explored. The rise of an always online mentality has helped spread this culture globally; gaming is no longer that cliched image of a guy sitting in his parent’s basement. It is beloved, cherished and significant across generations. The question that remains is how does a company outside the video game industry tap into this passion profitably? Stay tuned for the 3rd installment in my Social Media and Gaming Series… Join us every Tuesday on #ACMLIVE at 6 pm EST on YouTube, Facebook or LinkedIn to learn more about digital marketing in the Caribbean!

How social media and gaming have crossed over. Do you own a smartphone? Do you  pull out your phone while you’re at the doctor’s office or during your commute? Congratulations, the industry considers you a casual gamer. The mobile revolution has increased our demand for immersive experiences extending beyond a PC and console. As my colleague says, a smartphone is as important as electricity. We appreciate the getaway from the day via mobile games, embracing different aspects such as competitiveness, simplicity and addictiveness. Just ask the guy who created Flappy Bird, a mobile game that is as controversial and as it was successful. Social media helped, and continues to help, influence our acceptance of mobile games, and one only needs to think back to olden Facebook and its mini-games. The onslaught of notifications for different game requests possibly still haunts you. There was a point in time these games were an important status symbol. Being ranked number 1 among your friends and other global players was as important as Instagram likes are now to millennials. Gaming on the Facebook platform helped pave the way for us consumers wanting greater accessibility to such games. As we moved comfortably to a mobile lifestyle, companies began rolling out game applications to cater to the changing behavior of the market. Gaming applications were fully integrated with social so that users were still able to compete against friends, have their high scores visible to all, and request help from other users in the form of in-game lives or items. These multiplayer aspects tapped into our need for social gratification and always being connected to those around us. It’s worth noting that social is not a prerequisite for success but rather an important marketing tool which builds on an existing community’s engagement with a  mobile game. Social features must be strategic in adding value for players; the game itself needs to be compelling from the start to achieve the desired level of engagement. Regardless of whether you spare ten or fifteen minutes a day or hours during the week on mobile games or you don’t play at all, it is a part of our popular culture. As is always the case, the market continues to change and it has been reported that millennials in particular spend much of their time watching persons stream games via sites such as Twitch and YouTube. Still, it’s an exciting time for mobile gaming. The consistent innovations in technology, social media and studios’ creative content coupled with a rapidly evolving market whose tastes change faster thank a blink spells a future with infinite possibilities. Stay tuned for the 2nd installment in my Social Media and Gaming Series… Join us every Tuesday on #ACMLIVE at 6 pm EST on YouTube, Facebook or LinkedIn to learn more about digital marketing in the Caribbean!

Online branding tips for local NGOs. Every time I travel, trust that you can find me in the nearest Fossil shop deciding which piece to add to my watch collection. It’s is now a fully unconscious decision, I no longer go through the entire consumer buying process or need to analyze my decision post-purchase. My loyalty is solidified by my positive perception of this brand and the emotions wearing one of their watches evokes. A brand’s communication to its target is important; Fossil’s email marketing regularly updates me on new campaigns and selections. However, the target’s perception of that brand will also determine its success; I look at Fossil and I think vintage and stylish, fun and friendly. In this ever connected age of the internet, social media, mobile devices and a world made smaller by globalization, brands have to be very mindful of what people are saying about them and ensure that it syncs back to their core values. In my previous blogs, I spoke about NGOs improving their online presence and being aware of who is online. The third question to ask yourself is ‘How do I want people to perceive my cause?’ NGOs are not immune to the rapid advancements in technology and the way people interact with their favorite brands and charities. They also have to innovate to solidify their relevance among a market that spends much of their time online. People do want to donate to causes that resonate with them but the direction of the world demands more options than making a deposit in a specific bank. The American Red Cross and Habitat for Humanity are great examples of NGOs managing their brand in structured and meaningful ways. Of course, there is a difference between brand strategies for NGOs as compared to the for-profit sector – NGOs aren’t directly marketing to raise revenue. There is a broader scope for non-profits, as they seek to create a greater impact and generate goodwill among the public. Managing perception in the non-profit sector is not a matter of brand ego, or treating NGOs like a for-profit company. It is understanding the changes in the market and adapting accordingly to ensure positive growth. Perception can stem from previous engagements with your NGO, or recommendations from close sources such as family and friends. Having an online presence and knowing who is online helps your NGO pinpoint what is important to those people, and content can then be tailored strategically to elevate your cause in the mind of the public. NGOs are not exempt from marketing and it is now more important than ever for them to embrace these processes. Small NGOs, especially, can benefit greatly from taking advantage of online tools to develop a better relationship with the public by providing consistent updates of activities outside of fundraising. Consistency keeps you top-of-mind and regular activities assists in moulding the desired perception for your NGO. How does the public currently perceive your brand? Is it in line with the core values of your NGO? What can you do to mesh both? Join us every Tuesday on #ACMLIVE at 6 pm EST on YouTube, Facebook or LinkedIn to learn more about digital marketing in the Caribbean!

Basic information on local audience's that could help their online marketing strategy When I was younger and on holidays from school, my mom and I would spend time combing through my room, boxing up clothing, toys and books to donate to the nearby children’s home. Back then, the internet was far from being the virtual powerhouse it is now and, as a child, time wasn’t of the greatest essence in my day-to-day endeavors. I still clear my room, but only once a year. Most times I’ll ask mom to make a deposit to charities offering that service, or withdraw a specific amount and hand-deliver to others. I’ve spent much of my time in transit and then sat in offices that offered pseudo-flexibility (save for this and my past job). Getting me face-to-face was a rare feat. The one place that you could easily find me, however, was online on my mobile, either via social media or communication apps e.g. WhatsApp. In marketing terms, I am labeled a millennial (or Generation Y) i.e. a person born around the mid 1970s to the mid 2000s. Millennials are considered one of the most lucrative markets across many global industries. We’re an elusive bunch, indecisive, optimistic, opinionated and, most importantly, technologically inclined. Our relationship with technology, social media, and general online culture has encouraged companies and brands to really understand and deliver on our expectations. These companies and brands have created intuitive and fluid designs and products to meet our needs of getting things done now. We are not the only generation that has embraced technology and the internet. Both Generation X and Baby Boomers have entered the space and have become comfortable making purchases online, utilizing online banking or keeping in-touch with family via Skype, among some examples. Simply put, having an online presence is no longer up for debate. From managing social media across multiple brands in different industries, the demographics have become a point of interest for me. I currently see a trend of 25-34 year old women dominating Facebook stats, with mobile being the top device of choice for both men and women. Figures 1, 2 and 3 below illustrates this point in several Caribbean islands: Figure 1 – Barbados’ present Facebook user demographics Figure 2 – Trinidad and Tobago’s present Facebook user demographics Figure 3 – St Lucia’s present Facebook user demographics These are important statistics that your NGO can no longer ignore. Fully grasping who is online and what devices they are using to get there gives insight into the type of content your organization needs to create and how this content can be tailored to ensure maximum impact. Join us every Tuesday on #ACMLIVE at 6 pm EST on YouTube, Facebook or LinkedIn to learn more about digital marketing in the Caribbean!

Reasons why NGOs should solidify their online presence NGOs are a proliferation. With over 40,000 operating internationally, and 10 million worldwide, across a wide spectrum of industries and disciplines, their presence and influence have sparked heated debates, both for and against these organizations. Nevertheless their extensive work continues, for example: 1. Based in Bangladesh, BRAC, the largest non-governmental developmental organization in the world, focuses primarily on poverty eradication. 2. The Wikimedia Foundation, who is responsible for the well-known Wikipedia website, are considered the most influential NGO in the education space. 3. Cure Violence, based in Chicago, treats violence like an epidemic and utilizes innovation disease-control strategies to stop violent acts at the source. From a marketer’s perspective, it’s fascinating to watch the way these and other NGOs embrace their brand. It stands to reason that the larger ones are able to take advantage of the many resources that increase awareness of their cause, and drive engagement with a global audience. What about smaller NGOs running on tight budgets, low staff and volunteerism? How do they ensure that their voice isn’t lost among the noise? How do they raise awareness and action towards their cause? Digital strategies have become very important to these organizations, a fact emphasized in the 2016 Global NGO Online Technology Report. For smaller NGOs, being online takes advantage of limited resources and allows a wide reach, either through a website, various social media channels or a combination of both. An online presence is now key to building an audience and rallying their support for your cause. You are able to showcase your NGOs work on a consistent basis and interact with the community on a more personal level. Such a rapport increases people’s trust, understanding and, most importantly, their commitment. All these benefits are a click away. Don’t you think it’s time your NGO gets on the virtual highway? Join us every Tuesday on #ACMLIVE at 6 pm EST on YouTube, Facebook or LinkedIn to learn more about digital marketing in the Caribbean!

Why Commitment is one of the key elements to success on the platform In my first 2 blogs, I touched on the basics of setting up a LinkedIn company page and creating advertisements on the platform. The ‘how’ gave rise to the ‘why’, reasons I included based on extensive reading, research and observation. Is the ‘why’ of it still lingering? I don’t blame you at all. Social media is still a new concept for many businesses. When you hear the word ‘Facebook’, ‘YouTube’ or ‘Instagram’ it can be hard to see the correlation with strategic business decisions and though hearing ‘LinkedIn’ may hold more sway, you’re still apt to question its viability. In my favorite video game, Final Fantasy 9, you embark on a journey where you slowly get more and more access to the four continents, via foot, boat and an airship. Each step is a mark of greater understanding of the world, and in many ways, I can relate LinkedIn back to the constant stability gained through that game. It’s all about commitment – you build your company page and profile bit by bit, continuously adding new elements such as relevant articles, original blog posts, and targeted ads and campaigns. You aim to center yourself in a web of professional conversation, some of which you champion as you develop a reputable business voice. Challenges have to be expected. Similar to randomly encountering enemy monsters in Final Fantasy, social media is an evolving and dynamic environment. My last blog post explored companies, large and small, utilizing LinkedIn to achieve different objectives. This global viewpoint is meant to put the different opportunities for your business into perspective. It also shows that a clearly defined purpose, appreciation of your audience, and content tailored to their needs increases the rate of success. You cannot cut corners. Like any virtual and non-virtual channel, understanding your target and the value that they can bring your business is key. During my LinkedIn adventures, I’ve noticed that though some local companies have LinkedIn company pages, they are not extensively used. Some of their last posts date back to 2013-2014. It makes me wonder if, at the time, the page was created in a moment of curiosity of the LinkedIn novelty. At present, in the grand scheme of business, managing another company page may not seem worthwhile. However, I believe having an empty page does more harm than good. When I research companies on LinkedIn and find their pages lacking, I imagine watching a ship sailing away, carrying its possibilities into the horizon. Given the platform’s growing popularity over the past few years, a candid look at what lies beyond the door that LinkedIn opens can further assist you and your business goals. One particular regional consultant put a spin on things by delivering all his original business related content via his personal LinkedIn page. From using the controversial as a frame of reference to an opinionated discussion on education, to a constructive view of an ongoing issue, he has amassed a following of intellectuals ready to engage in debate on relevant topics. The content is posted on the company’s Facebook page, however it isn’t featured on their LinkedIn company page. It would be ideal to grow his audience beyond LinkedIn by extending his unique outlook to a business conversation on his Facebook page and integrating his LinkedIn company page into the conversation. Regardless, it’s still a refreshing showcase, as there aren’t many local or regional companies taking advantage of LinkedIn at all. Commitment will always be key, a point I’ve reiterated in this and previous posts. From a digital marketing perspective, understanding the influence and opportunities of social media platforms, especially one of LinkedIn’s caliber, is no longer a matter of ‘if’, only ‘when’. The time to get on that ship is now. Join us every Tuesday on #ACMLIVE at 6 pm EST on YouTube, Facebook or LinkedIn to learn more about digital marketing in the Caribbean!

How companies like HP & Emma Inc gained success on the platform. In my previous blog, I dived into the specifics of setting up a LinkedIn ad, showing both its flexibility and precision in reaching your desired target. It’s a platform of opportunities for your business, but don’t take my word for it. Other companies have tooted the LinkedIn horn for the successful campaigns they recorded through strategic advertising on the site. Hewlett Packard (HP) was researching innovative ways to reach out to commercial clients, and create more personal relationships with them. Such a community, who would interact, collaborate and most importantly, recommend HP as a trusted brand for IT solutions, was the ultimate challenge undertaken. Though other social media platforms were explored, LinkedIn was chosen for its professional edge and wholly business-oriented conversations. After launching its Company Page in 2010, HP followed this with targeted recommendation advertisements. These ads showed members who had endorsed HP, and encouraged others to visit the page, partake in the wealth of information and provide recommendations of their own. The campaign went viral. As Larry Nelson, then Director of Digital Strategy, said, “There are not a lot of other vehicles to reach a business audience on the scale that we can with LinkedIn.” In 2012, HP launched another campaign, ‘Make it Matter’, with the aim of deepening engagement with the IT decision makers across 15 target markets. Advertisements to bring awareness to the campaign and encourage people to visit the HP page and follow the company were used. Needless to say, this campaign was also a success. Figure 1 – HP’s present LinkedIn Company Page Emma Inc. is a much smaller company than HP, offering email marketing solutions and services to a wide range of global organizations. Their size, however, does not inhibit their ability to achieve great things for their brand. Through consecutive LinkedIn campaigns in 2014, and a full-funnel approach in 2015, both featuring ads on the platform, Emma Inc. was able to engage with prospects within each of their targeted verticals. From building initial awareness, to providing updates to drive engagement, to more personalized communications that tailored to each prospect’s need, they were able to take charge of the funnel in a structured and meaningful way. Figure 2 – Emma Inc’s present LinkedIn Company Page There are multiple customers with LinkedIn success stories, who have used the platform’s solutions to achieve their B2B (and B2C) marketing goals. From generating worthwhile leads, to increasing engagement, to promoting specifics discussions, to showcasing the value of their company’s offerings, the foundation left by these case studies speak volumes. LinkedIn has become THE professional standard, with diverse opportunities for both large and small business to take advantage of. The only question that remains is, will you be the next company to champion LinkedIn as a value added channel? Join us every Tuesday on #ACMLIVE at 6 pm EST on YouTube, Facebook or LinkedIn to learn more about digital marketing in the Caribbean!

Some insights into why the platform is great for advertising With over 400 million+ users worldwide and 100 million+ unique users each month, LinkedIn has quickly become the go-to platform for professionals, across all industries and disciplines. It’s continuously evolving and providing services aimed at amplifying conversations for both B2B and B2C audiences. The platform is steadfast in holding true to its professional label, with members regularly frowning on posts that do not add value to their news-feed. Either you go business or you lose your audience. It’s a powerful networking tool, and there are countless case studies to hit this fact home, but how does this translate to attaining your business goals? How can you harness the magical properties of LinkedIn to reach that ‘achievement-unlocked’ moment? LinkedIn Advertising provides a robust process for rolling out campaigns to a targeted B2B audience. (Note that to use this tool, your company must have a LinkedIn company page.) It currently estimates that Trinidad and Tobago has 289,000+ persons utilizing LinkedIn (approximately 22% of the country’s population). The segmentation possibilities are what bring that number into perspective; from age and gender, to job title and seniority, to education and skills, you are able to determine where to direct your resources to derive the greatest value for your business. Perhaps your organization has decided on a segment of marketing and brand managers (among similar titles) within a specific industry, who you want to reach out to with a sponsorship advertisement. LinkedIn makes this precision possible and immediately lets you know how many persons your campaign will reach. You may be wondering: Why make this part of my budget? Why not use email or telemarketing, as these methods have worked in the past? The answer is two-fold. Firstly, it saves your business time, bringing the desired message straight to your target’s virtual doorstep. Secondly, it makes your follow-ups easier, as you can track the analytics of your advertisement and then proceed with personalized B2B communication to start building those desired relationships. Sounds to good to be true, right? That ultimately depends your willingness to commit to the platform. Like any other business decision you must understand both your needs and your clients’ needs to ensure the channel you add aligns with your overall strategy. In my next blog, I will discuss how certain companies have done their due diligence and made LinkedIn an advantageous addition to their social lineup. Join us every Tuesday on #ACMLIVE at 6 pm EST on YouTube, Facebook or LinkedIn to learn more about digital marketing in the Caribbean!