Your Dating Life Is Exactly Like Your Marketing Funnel – Social Cast Ep. 10 – Blog – 10 minute

First dates are a time for getting to know your love interest. Understanding the baseline of your partner’s wants and needs prepares a relationship for success, while the same holds true for client relationships in marketing.
In many ways, clients have a similar wishlist of desires that a new partner would. Typically, one seeks out a person who models honesty, understanding, patience, and effort. In marketing, this can be manifested through listening to the client and respecting boundaries.
Ultimately, practicing authenticity encourages a strong foundation and encourages long-term client retention. In dating, many of us struggle to keep the spark alive further down the relationship funnel. Similarly, in marketing it becomes a challenge to maintain a customer who is enthusiastic about the product they’re receiving.
A fantastic tool to combat this is by consistently providing the customer (or partner) with valuable information that will support them in achieving future growth or success. In marketing, this can mean being honest about your brand, while in dating it’s about being supportive of your partner’s aspirations.
Whether you’re spending this Valentine’s Day in the office or on a romantic date – or both – these tips will assist you in marketing and in love.

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Some of the interesting comparisons we discuss in this episode include:

How can marketing strategies benefit from a relationship timeline?
What can dating goals teach us about long-term marketing expectations? 
How do ethics and honesty play a role in client retention?
How do personal relationships compare to a user journey?
What are the similarities between dating and marketing wishlists?

About the Social Cast:
Socialbakers’ podcast series tackles some of the most challenging and interesting aspects of marketing. Our experts offer tips, hacks, and advice on almost any marketing subject you can think of.
You can subscribe to our podcast on the following platforms:
In the previous episode, we spoke to expert Matt Shealy about how to build a top-notch remote marketing team. You can listen to that episode here, watch it here, and read Matt’s piece about the subject on our blog here.
Stay tuned for new episodes! 

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Social Cast – The Socialbakers marketing Podcast – Blog – 10 minute

We answer some of the most pressing questions in this podcast:

Where should you invest?
How should you focus/align your team?
How do you set objectives for your ad strategy?
How do you track and measure ad spend successfully?
What are the mistakes marketers make?
What does the future of paid social media really look like?

Want to dive deeper into paid social media? Read more on our blog that covers everything about paid form A to Z. You’ll learn how to gain complete clarity on your ads measurement and what you really need to set up your team for success. 

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About the Social Cast:
Socialbakers podcast series tackles some of the most challenging and interesting aspects of marketing. Our experts offer tips, hacks, and advice on almost any marketing subject you can think of.
You can follow our podcast on the following platforms:
In the previous episode, we covered the critical social media marketing trends from our Q2 2019 report. You catch up and see the recording here. Stay tuned for new episodes! 

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Can Trump’s social media Rasputin cast his spell over voters again? | US news- Tempemail – Blog – 10 minute

“Made my night,” tweeted Brad Parscale approvingly. He was referring to a doctored video in which his head was superimposed on a professional basketball player, leaping up and swatting away from the basket a ball replaced by Joe Biden’s head.
Parscale, 6ft 8in tall, was a student basketball star until his career was snuffed out prematurely by leg and back injuries. He suspects the experience of playing in front of thousands of fervent fans was good training for being a warm-up act at Donald Trump’s rallies.
If Trump wins re-election in November, Parscale, his workaholic campaign manager, will have had a lot to do with it. To admirers, the 44-year-old is an alchemist who turns those seemingly chaotic and raucous rallies into a matrix of data that can predict human motivations and behavior with astonishing precision.

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To detractors, Parscale is the epitome of Trumpian Man: a plain-speaking white guy with a Viking beard who makes no apologies, is unburdened by doubt and embraces a flame-throwing online persona. He is also seen as a chancer who got lucky because of unquestioning loyalty to the Trump family. “He’s an over-promoted troll,” said Charlie Sykes, author of How the Right Lost Its Mind.
Larry Jacobs, director of the Center for the Study of Politics and Governance at the University of Minnesota, added: “Donald Trump is the social media president and Brad Parscale is Trump’s enabler.”
Jacobs drew a comparison with a political consultant to Trump’s most recent Republican predecessor. “Karl Rove was credited as George Bush’s Brain because of his strategic brilliance. Parscale is Donald Trump’s social media Rasputin.”
Perhaps it was no surprise, then, that an article co-published last year by the not-for-profit ProPublica and Texas Monthly argued that “Parscale’s accounts of his life and his work for the president comprise a classic Trumpian tale: They’re a combination of hyperbole, half-truths and the occasional fiction.”
He has described himself as a “farm boy from Kansas”, the article noted, but actually grew up on a suburban cul-de-sac. Parscale got a basketball scholarship to the University of Texas at San Antonio until injury struck and eventually studied international business and economics at Trinity University in San Antonio, graduating in 1999.
He told the Guardian in a phone interview: “Early years, I thought I might be an athlete but that stalled on me very quickly as I got a little older and found out it’s actually almost harder to become an NBA player than it is to own a company. I always just saw myself as kind of a CEO, as a business leader. I just wanted to be successful. I was always wanting to adapt but I knew I wanted more.”
Parscale was relatively quick to understand the digital revolution. “In 2001, I took the time to start teaching myself web design. I bought my own URL; I think you can go look it up. I’ve owned it for almost 20 years at parscale.com. I would say that’s as ahead as you can get, right? I would say to my friends, go to my website, and they’re like, how do you go? So that’s early.”

Parscale in the lobby of Trump Tower during the transition on 3 December 2006. ‘He’s intense, he’s aggressive, he means it.’ Photograph: Albin Lohr-Jones / Pool/EPA
Parscale set up a digital marketing agency in San Antonio which, he says, won local entrepreneurship awards and had more than 700 clients at its peak.
A fan of The Apprentice, he met the Trump family in 2010 and a year later offered a bid of just $10,000 to design a website for Trump International Realty. Parscale told the Washington Post: “I just made up a price. I recognized that I was a nobody in San Antonio, but working for the Trumps would be everything.”
With Trump’s son Eric as his main ally and champion, Parscale and his company went on to land contracts worth hundreds of millions of dollars for work that included websites for Melania Trump’s skin care products, the Trump Winery and the Eric Trump Foundation.
In February 2015, over one weekend on his laptop at home, Parscale earned $1,500 by coming up with a landing page for a presidential exploratory committee. That summer, he built the Trump presidential campaign’s website for $10,000.
As election year neared, Trump’s son-in-law, Jared Kushner, called Parscale to ask how he would run digital strategy for the campaign. Parscale recalled in a Washington Post interview that he told Kushner: “If he wants to be the next president, he has got to harness Facebook. Give me the power, and I can help you win.”
He impressed sufficiently to get the nod as the Trump campaign’s digital director, though he ended up also looking after many nuts and bolts of the hastily improvised operation. He oversaw an under-the-radar advertising operation of a hundred people, known as Project Alamo, in a San Antonio industrial park office building, finally switching to Trump Tower a month before the election.
Crucially, Parscale realized Facebook’s tentacles reached older voters in small towns and rural areas and exploited the platform more effectively than the Democratic candidate, Hillary Clinton.
Trump and Parscale are a good match: mavericks with no prior political experience willing to cross lines once considered taboo. Parscale gained the candidate’s trust. In October 2016, just days before the election, the Bloomberg news agency noted: “Parscale is one of the few within Trump’s crew entrusted to tweet on his behalf.”
Parscale’s companies have been handsomely remunerated by the Trump campaign and Republican Tempemail Committee (RNC), although he denies he got rich personally. He told the Guardian: “I got 1% from the ad buy in 2016 and I split that 50% with my partner. I’m now just working flat. I get a flat salary.”
Parscale was handpicked to lead the re-election campaign despite having never been in charge of a political race before. His high status in the Trump family appears to insulate him from the president’s tendency to – like a medieval monarch or tinpot dictator – cast out favourites on a whim.
The 2020 campaign is bigger and better-organised than 2016 by several orders of magnitude but no less demanding. Parscale, a divorcee who has remarried, divides his time between the campaign nerve centre in Arlington, Virginia, and a home in Fort Lauderdale, Florida.
“I have no hobbies,” he said. “My hobbies are watching Fox News, CNN, MSNBC, reading the news and putting on my suit. I do try to read books but that’s mainly for work too. I’ve been reading about every election since 1896 and working my way through. I’ve skipped some years, some of the elections don’t matter as much. I think I’m on my fifth election book right now.”
Trump campaign emails are sometimes sent out with Parscale’s name in the sender column and subject headings such as “I just got off the phone with the President …” Merchandise sales, competition entries, campaign rallies and other forms of contact are an opportunity to harvest more data that will be invaluable for targeted ads and get-out-the-vote efforts.
Democrats are taking note. The Axios website reported: “Trump’s re-election campaign has deployed Facebook in a bigger way than any campaign in history, outspending all the Democrats combined.”
As the familiar soundtrack of Elton John, Queen and the Rolling Stones booms at Trump’s rallies, Parscale has become an increasingly familiar figure on the podium, stoking the flames of crowd anticipation before the main attraction. Behind the scenes, he is also the mastermind of Trump’s slick, hard-hitting and falsehood-strewn campaign ads.

Parscale has become a familiar figure at Trump rallies. Photograph: Larry Marano/Rex/Shutterstock
Importantly in 2016, the interloper Parscale made peace with the RNC and now hopes to reap the reward. Republican lobbyist Henry Barbour, a partner at Capitol Resources, said: “He’s very serious about his work. He’s intense, he’s aggressive, he means it. He’s a creative thinker.
“It’s challenging for a guy with his background to manage a campaign. If you had a conventional president, it would be a more conventional campaign. Brad has done a very good job of coming in from the outside and figuring out how to work with the conventional players like the RNC.”
Barbour, chairman of the Republican firm Data Trust and the RNC national committee member for Mississippi, added: “Brad has a thorough understanding of the importance of data and how, having a sophisticated list, you can reach out and communicate the campaign message. He understands that as well as anyone in politics today. If you don’t know who to target, you’re not going to win.”
Indeed, Parscale’s sudden ascent says much about the centrality of digital in today’s politics. Lanhee Chen, a fellow at the Hoover Institution thinktank in Palo Alto, California, said: “I think in 2010, it would have been unimaginable to some degree.
“But where campaigns have come and the degree to which the digital function has penetrated other parts of the campaign, what’s entirely clear is that the digital director or the person who understands the digital side of the campaign is incredibly powerful. It’s a function of where American campaigns have gone generally that the digital strategists are becoming increasingly important and influential.”
Chen, who was policy director for Mitt Romney’s 2012 election campaign, added: “Data is power and the ability to gather data in a way that allows you to really micro-target your message, that’s always been the Holy Grail.”
Can Parscale be trusted with such power? Not according to Kurt Bardella, a former spokesman and senior adviser on the House of Representatives’ oversight committee. “Obviously the formula that they used in 2016 is something they’re going to try to duplicate in 2020, which is really the tactic of using social media to try to distort the truth and mislead the American people and con themselves back into the White House.
“That’s part of the reason why he was made the campaign manager. It shows how much of a priority their misinformation digital strategy is to the re-election campaign.”

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Seattle-area voters will be the first to cast ballots on smartphones – Blog – 10 minute

In context: In past years, the board of supervisors election has seen less than one percent of eligible voters show up. Being able to cast a vote from a smartphone from virtually anywhere is expected to boost participation, but by how much?
Voters in one Seattle area district will be the first in the country to cast a ballot using their smartphone.
NPR was the first to report that every eligible voter in the King Conservation District, an area that encompasses Greater Seattle and more than 30 additional cities, will be able to vote in the upcoming election using their personal devices.
Ballots will be accepted from today through election day on February 11. As many as 1.2 million voters could participate in the historic board of supervisors election, the publication notes. Of course, there’s no guarantee that actual votes cast will come anywhere near that estimate.

Unfortunately, it’s not as clear cut as simply turning to technology to boost voter turnout as taking the tech route inevitably introduces a whole new set of security concerns. Even with the most secure of apps and platforms, the only real way to put them to the test is to deploy them in a real-world election and see how they perform.
A smaller-scale election like the one coming up in the King Conservation District could be an ideal test bed ahead of a higher profile election with more at stake.
Masthead credit: Vote by 3dfoto. Online voting by Kit8.net.

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