The luck of the Irish might be with you this weekend, but it takes more than luck to create a successful social media strategy. With diligence and persistence, your social media plan will begin to fall into place and luck can be seen as the extra cherry on top. So stop searching for that elusive four leaf clover and try the following social media tips.
Study Each Platform – There are different “rules” and nuances for every social media platform that you need to familiarize yourself with before jumping in. For example, Instagram and Pinterest are ideal platforms for visual content and Facebook also lends itself to initiating conversations.
Start Small - After researching the best social media outlets for your users and overall strategy, start small. It takes time to get the hang of each cyber community and to truly maximize your efforts and reach your intended audience. Select one or two outlets to focus on and once you get the hang of the routine, expand to more social media outlets, if appropriate.
Network - Reach out and begin to follow key players in your industry. If you don’t know who these people are, do your research. Begin by listening to relevant conversations and influencers within your industry. Also, ask your followers who they are engaged with — this gives you insight on who to follow and also begins to cultivate a relationship between you and your followers.
Be yourself. Show your followers who you are — loosen up the corporate tone. It’s OK to be more casual on certain outlets (i.e. Facebook) and reserve a more business tone for others (i.e. LinkedIn). Identify your audience for each outlet and it will help you decide what tone is most appropriate, but always stay true to you or your brand.
Be Visual - Spice up your social media content with some great visuals. After announcing the most recent changes to Facebook’s News Feed, CEO Mark Zuckerberg shared that almost 50 percent of News Feed content today is photos and visual content (hence the new visual-focused News Feed design). According to HubSpot, photos generate 53 percent more likes than the average post and 104 percent more comments then the average post.
Not only can visuals be more interesting to your readers, but we naturally process visuals quicker then text. WIth so many other companies competing for a user’s attention, this is key to marketers.
This isn’t just a strategy for Facebook either. Facebook reached 100 million users in four years, but Instagram is on pace to beat that record. Check out this article from Mashable to help put this in perspective.
Do it Daily – Make your social media strategy part of a daily routine. This will allow you to give timely responses to any questions or comments from users. According to Socialbakers, only 48 percent of customer queries are addressed by surveyed companies. That number is steadily increasing, but think about the competitive edge this could give your brand. Be persistent and you might just make your own luck.Tweet
If you live and work in the world of marketing and communications, you are no doubt aware that the way brands are sharing information and engaging with customers changes daily. In fact, making sense of all of these new changes and trends can easily become a full-time job.
To help you stay on top of the latest and greatest trends, we’ve audited the marketing, branding and communications industries to see what’s working and what isn’t. We have defined what we see as seven trends likely to stick and play a leading role in 2013 marketing strategies across the globe.
To spark some ideas in your 2013 planning, download our Marketing and Communications Digital Trend Review to learn how LEGO, Target, Subaru, ExactTarget, Banana Republic and others are leveraging today’s hot marketing techniques to engage customers today.Tweet
In preparing to write this, my first-ever blog post, I couldn’t help but look at the calendar and notice that November 6th is fast approaching. Election Day. I suppose it can’t be ignored, and since my blog posts should be current, I feel the need to address the election in some way. But there is one tiny little problem: I pretty much already know whom I am voting for and have put myself in a news bubble—avoiding, to the best of my ability, all political conversations.
Life in a political news-avoiding bubble
Living in my bubble has been fairly easy for the most part, and it’s pretty happy here. I watch most TV shows on DVR so that I can fast forward through the commercials. Any mail I receive is reviewed immediately, and the politically oriented direct mail pieces are tossed out. I change the radio station when the negative ads air during drive time. And, I have been able to politely avoid most political conversations at the office and in social settings.
But, there is one place where political discussions and advertising have been able to permeate my bubble, and that’s the Internet. Between online advertising and social media, I can’t seem to escape it. My personal email account is bombarded daily with emails. Pop-up banner ads and constant posts in newsfeeds are invading my social space daily. And for some reason, this has really gotten under my skin.
I can’t check Facebook without ads appearing on the right-hand side of my home page. And the countless posts, from both left- and right-leaning friends, are right there, mixed in with baby and graduation pictures, and comments on the weather. I try to stay away, but my online activities have become so much a part of my everyday life that I feel compelled to go online whether I really want to or not.
Politics and social media: 2008 and 2012
The 2008 election was dubbed the “social media election,” with the Obama team’s innovative use of the Internet and social media to raise money and build its grassroots network. But think about how the social media world has changed since 2008. Back then, Twitter was fairly new, and Facebook only had around 100 million users. We were just beginning to understand how to use social media for marketing, branding and communications outreach.
Fast forward to today, and current 2012 reports reveal that Twitter has grown to a network of 500 million users making over 340 million tweets per day, and Facebook users have hit the 1 billion mark. Access to personal data about each and every one of us, and our online activities, has resulted in micro-targeting, where specific messages are developed based on what/who we like, who we follow, and what we buy.
Frankly, I’m not sure how I feel about all of this. From a marketing perspective, I love its potential. But from a personal POV, I’m a little creeped out. I need to adjust my bubble.
How do you feel about all this?
If you’re curious to learn more about how social media and micro-targeting are being used in this year’s election, check out these two articles:
I think you might find yourself a little creeped out, too!
Editor’s note: This is the third and final post recapping and expounding upon the information that was shared at the Foundations Conference presented by Hanley Wood in late September. The first focused on the economic outlook for the commercial and residential construction industries, and the second centered on some interesting market research surrounding trends in different geographic markets.
I’ve saved the most fascinating portion of the seminar for last. In an effort to bring some real-world focus to the conference, a roundtable panel discussion was conducted during the seminar. The moderators asked quite a few questions, but the floor really belonged to the manufacturers, whose questions sparked great discussion.
The panel consisted of:
Overall, the feeling of cautious optimism was echoed here, as well as throughout the entire two-day event.
Surviving business owners take charge
A common theme throughout the whole roundtable was that the panelists are not passive business owners. They are very forward-thinking and invest in the future of their business. It is, quite frankly, how they survived the housing bust. They all felt that this was very important for success. The housing market has changed dramatically in the last five years, and future survival is dependent upon adapting to this new model. One consequence of the slowed housing industry is that many contractors, skilled laborers, etc., moved on to other jobs in entirely different industries during the downturn. A good number of these workers are re-entering the housing industry and need to update and refresh their skills.
YouTube, social media help connect with customers
The builder on the panel, DSLD Homes, is incorporating a value-add to their customers by teaming up with building-product manufacturers to create a YouTube channel. Videos on the channel will explain proper maintenance and replacement of specific items in the home to help ensure long-lasting satisfaction.
Social media is an important tool for this group, which makes sense given their forward-thinking approach. They look for content from manufacturers to share, and they view any touchpoint as a value-add. They do not want to be intrusive, however. Being respectful of the audience was important.
Residential homebuyers slow to embrace green benefits
Green is becoming expected in commercial building, but it is slow to become the norm in the residential market. It’s viewed as expensive, and an “amenities first” approach often puts green second in the minds of residential homebuyers. The builder said that he works green products and benefits into many projects without out the homeowner knowing. All said that they follow the legislation closely but don’t go above and beyond unless specifically asked.
Strengthening partnerships: how to connect and communicate
Part of the panel discussion focused on the best ways to connect and communicate with the targets represented on the panel. All are definitely looking for support from manufacturers, such as shareable content; online tools that align with the overall brand; how-to content (installation, fixing, servicing); testimonials and case studies; CEUs; and new product training. They also value manufacturer support of key associations (AIA, NAHB, etc.) and general thought leadership in the manufacturer’s respective industry.
Takeaways for marketers
Many of the strategies and the tactical deliverables we recommend to clients in the building-products industry support these ideas—such as market/audience-specific emails, print and online ads that complement each other and focus on value, etc. But we can’t be complacent.
Our clients’ customers are not resting on their laurels and sitting passively waiting for the housing market to improve. With that in mind, it’s incumbent upon manufacturers to be as forward-thinking as their customers. It’s good to take calculated risks that can provide a measurable result.Tweet
As working professionals, we’ve all attended good events where our basic needs are met, the speakers are competent, and we come back to the office with a few nuggets of useful information. We’ve also attended bad events, where we get lost trying to find the room and the presenters read endless stats straight from their text-heavy slides.
But when we get the opportunity to attend a truly GREAT event, it stands out. These kinds of events are rare gems. I got to attend one of these great events last week: ExactTarget’s annual user conference, Connections, at the JW Marriott in downtown Indianapolis.
These folks really know how to host a top-notch event. Not only did I come away inspired and with lots of great digital marketing knowledge, but many other aspects of the conference helped to take it over the top.
But if you want to ignore ExactTarget’s example, just do these eight things:
1. Branding? Forget that. Want to confuse people? Throw consistency to the wind and use every color under the sun for your event materials. While it can be tempting to get creative and make full use of a multicolor palette, sometimes you get the most bang for your buck if you just embrace your signature color. It makes you hard to forget. ExactTarget’s primary brand color is orange, and boy, do they own it.
2. Don’t sweat the small stuff: Event planning can be overwhelming. But your guests do notice when you’ve put thought into the little details that make their experience unique. Do you know what I heard people at Connections talking about right off the bat? The dispensers of orange soap in the restrooms. Another little detail I appreciated: at registration, they offered travel-size bottles of dishsoap so we could clean the reusable (orange) water bottles in our swag bags.
3. Let your guests fend for themselves: If your event takes place in the one and only room in the building, sticking a sign on an easel may be sufficient. Put yourself in the shoes of someone who’s never been to your facility, though. From the moment I arrived at the JW Marriott—where the conference occupied three floors of meeting space—at no time did I question that I was in the right place. ExactTarget had signage everywhere directing guests to the right locations: outside, in the lobby, overhead, behind the registration desk, on the tables in Starbucks… When you have 4,000 people to corral, clear directions are important.
4. Cut costs in the food budget: Hungry, thirsty people are distracted and lethargic. Want to ensure your guests are paying attention to the presentation? Make sure they’re sufficiently caffeinated and their stomachs aren’t growling. Snacks don’t have to be fancy to make people happy, and to help you cover the expense, you can make it a sponsorship opportunity. For example, during two separate breaks at Connections, they offered us single-serving bags of trail mix and chocolate-covered pretzels—emblazoned with a partner’s logo.
5. Choose a facility that doesn’t offer wi-fi access: iPhones, iPads, tablets, laptops… Your attendees will be bringing multiple connected devices, and they will use them simultaneously. Make sure your facility’s wi-fi will be able to handle the load ahead of time, because people do get irritated when they can’t connect.
6. Ignore social media: If your event is something small and for internal audiences only, then by all means, don’t worry about incorporating social media in your plan. But when you have a great event, people want to talk about it. Let your attendees be your publicists by clearly communicating where they can find you on social media and establishing event-related hashtags.
7. Fail at Marketing 101: You’re a marketer—you know people respond to incentives. If you want people to fill out your feedback surveys or be your brand’s publicists, give them an incentive. Money and gadgets are easy bets. On the last day of Connections, I noticed people wearing orange (of course) tshirts with ExactTarget’s user-community name, 3sixty, on them. Were they wearing them just because they wanted to? Perhaps. But the more likely reason was because of incentives like this:
It’s a great combination of incentive + event hashtags, and a nice reason not to forget to use the basics you learned in Marketing 101.
8. Entertainment? What’s that? One way to take your event from expected to exceptional is to think in terms of hosting guests, not just attendees. Treat them like friends and help make their stay in your city more enjoyable. While cocktails and dinner parties are expected and necessary, get creative—some of the extracurricular events ExactTarget organized:
Events of every size and scope can be extraordinary. It’s less about budget and more about the consideration you show your guests.
So tell me: What tips would you offer for hosting a great event?Tweet
I love a great, entertaining movie. Action, adventure, drama, romance, comedy… I have favorites in just about every genre.
But there are two kinds of movies I purposely stay away from: Dog movies, because I can’t stand to see a dog in peril—and 99% of the time the dog in the movie will be in peril. And robot movies, because they seriously creep me out. I’m all for advancing technology, but I’ve seen enough films to believe that we probably shouldn’t be trying to create artificially intelligent machines.
One thing that (for now) separates robots from humans is the machine’s lack of a personality.
Brands are made of people
Until robots become entrepreneurs, all brands today have humans behind them. So a brand should have a personality—a combination of personable characteristics that defines it. Because of the unique makeup of the humans inside it, no two brands can be exactly alike.
And yet many brands are afraid to let that personality shine—even if that personality could be the key element that draws a customer in.
Personality makes each brand unique
I’m not talking about going crazy—a brand can take expression in baby steps, gradually becoming more comfortable with sharing its personality. But take this recent Twitter exchange between AMC Theatres and Oreo: These two brands, in knowing themselves and their audiences, and allowing flexibility in their social media presences, saw amazing engagement not when they engaged with their customers, but when they engaged with each other.
It’s no secret that movie theatres don’t want you bringing outside food and drink into the theatre. They want you to buy your sweets and salties from them. But it’s also no secret that people sneak in food anyways.
But rather than put a corporate smack-down on Oreo—or ignoring it entirely—when the cookie brand asked a question of its Twitter followers about sneaking cookies into a movie, AMC Theatre’s Twitter voice, Shane Adams, had the freedom to show some personality. And Oreo’s Twitter author responded in kind, leading to both brands garnering positive attention among fans, followers and marketers alike.
Adams shared the background story and his thoughts following the exchange on his blog afterward, summarizing it perfectly: “If you’re a brand representative in social spaces, be sure that you understand your brand voice. Fight for an amount of autonomy where it makes sense so you can be agile and respond not just to customer service-related questions, but to the pop culture zeitgeist as well.”
Take a page from Oreo and AMC Theatres’ books
What we can all learn from this exchange, B2B and B2C brands and stewards alike:
So go on. Embrace your humanness.
Because who wants a world where scenes like this become commonplace?
A co-worker and I recently volunteered to help a local organization judge communication and marketing plans, campaigns and tactics for another state’s annual awards. We judged roughly 10 of the nearly 100 entries, and were shocked by the number of communication and marketing professionals who felt their campaign, plan or tactic was geared towards the “general public.”
Let me make this clear, there is no such thing as the “general public.”
Even the campaigns for the current Presidential candidates and a new brand of sugar-free fruit snacks are not targeted to general audiences, but rather specific groups of people. You would never launch a new product or initiative and toss it out into the world with hopes that it sticks to anyone who will listen.
Third-graders and baby boomers have different interests
One of the entries we reviewed was for an education institution that claimed a certain tactic was targeted toward the “general public.” My co-worker asked me what I thought about it, and my response was simple: “Would my eight-year-old niece be interested in this? No. Therefore, general public is an inappropriate audience.” My niece has zero interest in what’s going on beyond third grade and her gymnastics class. What might have made more sense in this particular case, would have been a defined audience of 18-54 year old men and women, living within a certain distance, who were interested in pursuing an education that could be flexible with the realities of working adults.
This is just one example of what we encountered while judging, but the unfortunate part is that out of the roughly 10 entries we reviewed, only two had well defined audiences. How does this happen? How can smart, educated marketing and communication professionals forget one of the most critical elements to any successful plan, campaign or tactic — the audience?
Define your audience, even when it’s broad
When identifying the target audience for a communication or marketing campaign, or specific tactics, it’s critical to define the audience. Which gender should receive your message; should they be within a certain age range; do location/proximity, education or wealth matter? What about psychographics? These are all questions that must be answered in order for any campaign or tactic to succeed.
In today’s hurry-up-and-get-things-done environment, it’s easy to maybe not review materials or documents as closely as we should, and if someone has worked with an organization or client for a long period of time, it’s easy to forget to communicate the fine details of the target audience, especially in a short award submission.
I’m confident that if most of the professionals who submitted the award entries went back and thought more about the question, “Who was the target audience?” they could come up with a more specific segment of the population than the general public. But, regardless, all of us need to keep the audience in mind when putting together materials and communication and marketing plans.Tweet
Combine health care, education and social media, and what do you get? A first-in-the-state live Twittercast of a living kidney transplant surgery, broadcast by Indiana’s IU Health (@IU_Health) in June 2012. Earlier this week, I attended an Indy Social Media breakfast at which the two orchestrators of the Twittercast (@kristoferkarol and @callmegeno) shared a behind-the-scenes look at the campaign and results.
Live-Tweeting a surgery: an idea one year in the making
Kristofer Karol of the IU Health PR team first started contemplating the idea of live Tweeting a surgery in 2011. A few other hospitals had successfully live-Tweeted surgeries, including Aurora Health Care in Wisconsin, which IU Health ended up using as a model for its own campaign, learning from their objectives and experiences.
When done, this would be the first live surgery Tweeted in Indiana, and it offered great opportunity as an educational tool.
Selecting the best surgery to Tweet
How do you choose the right surgery to broadcast in your first live Twittercast? The team chose a living-donor kidney transplant for four main reasons:
Preparing for the surgery
The idea for live-Tweeting a surgery may have originated a year in advance, but when the transplant team was asked to recommend a potential donor and patient, the selected pair’s scheduled surgery was only nine days away. It posed a significant challenge for the Twitter team, as they had a little more than a week to get all parties on board, including legal, risk management and the hospital’s Chief Medical Officer.
Once they had approval, preparation began in earnest. Among their list of 27 pre-surgery tasks, they:
Live Tweeting #CalebsKidney surgery
During the surgery, the team used two laptops and three smartphones to maintain a steady flow of Tweets, each of which was reviewed by a member of the medical staff for accuracy before posting.
The campaign was wildly successful. Not only was the surgery itself a success for both the donor and recipient, but IU Health easily surpassed its initial objectives.
What’s next for the understandably excited and exhausted team? In support of Breast Cancer Awareness Month, they’ll be hosting a Q&A Twitterchat with two breast cancer doctors on Oct. 2 at 1:00 p.m. Eastern with the hashtag #ThinkPink.
Another presentation attendee created a great summary on Storify, which you can check out to learn more.
Did you follow #CalebsKidney on the day of the surgery? Or have you ever considered live-Tweeting something that makes your brand unique? Share your thoughts in the comments below.
Photo via @IU_Health.Tweet
For the past several years, I’ve followed dozens of brands on Facebook. The experience has felt like the stereotypical frat party back in college — you go because everyone else is going, you drink rum-infused Kool-Aid because it’s what’s offered, you’re crammed into loud, crowded quarters and act like you’re having a great time. Like many companies’ Facebook goals and metrics, the success of the event is based on the number of partygoers you woo through the doors.
Collecting fans on Facebook is intoxicating. Hosting contests, promotions and giveways may increase the number of “likes”, but does it really create authentic, meaningful engagement with your customers? Have we forgotten about quality?
Grey Poupon: cultivating quality connections
Grey Poupon is taking a drastically different approach to Facebook where quality connections rank supreme. Using selective criteria, they’ve established the “Society for Good Taste.” Once you apply to be a fan/member, an application scours your Facebook stats and posts for specific parameters (i.e., interests in classic literature, gourmet cuisine, luxury vehicles, geographic location and grammatically correct posts).
While I didn’t make the cut — which was incredibly surprising since I’ve never purchased their product (ha) — there are some key takeways for other brands:
Don’t forget who you are. By creating an exclusive club, Grey Poupon remained true to their sophisticated, elitist brand identity. In fact, the look and feel of their Facebook page is consistent with their legendary Rolls-Royce commercial from the 80s.
Instill competition. The competitive nature of the site is also generating buzz in both traditional and social media networks. Quite frankly, I was slightly disappointed when I received the rejection notice. Of course, I’ve told all my friends about the app and am anxious to see who makes the cut.
Identify ways to sustain interaction. After being denied membership, I was provided with four recommendations on how to improve future applications: watch PBS’ MasterPiece Theatre, listen to Mozart on Pandora, read Great Expectations by Charles Dickens, and visit an online Grey Poupon recipe book. In my opinion, these recommendations were very tastefully curated, since only one directly related back to their product and was useful information not product hype.Tweet
Between in-house databases, Salesforce, Facebook Insights, Google Analytics, and services like Klout, we have mountains of marketing data at our fingertips. Making use of it is important, but it can be intimidating.
But let’s take a break from intimidating and have some fun: when was the last time you analyzed your personal Facebook data?
Psychoanalysis courtesy of Facebook and Wolfram|Alpha
I’m a bit of an information geek, so when I hear about new tools, like Wolfram|Alpha’s Facebook analysis (via Mashable), I’m intrigued. This report performs a quick, free, Insight-like analysis of your personal Facebook profile.
(Analyze at your own risk. You may learn things about yourself that you’d rather not know.)
Allow it to analyze your Facebook data, then in a matter of seconds, you’ll have a report of your Facebook activity that would make both psychologists and marketers salivate.
I learned that “great” is the word I use most often (32 instances in 420 analyzed wall posts), and my average post length is 20.52 words or 124.6 characters. 75.2% of my friends are female, and 72.3% are married (significantly higher than the 48% national average).
The report also revealed whom I have the most friends in common with, who my top commenters are, and which were my most liked and commented-on posts. My most commented-on post exemplifies what we talk about all the time in Facebook marketing when it comes to increasing engagement: I asked a question of my friends, seeking their feedback—and they responded.
A company targeting me would be interested to know that I do most of my posting in the 8:00 a.m., 8:00 p.m., and 9:00 p.m. hours, so that’s a good time to be in my News Feed. For mobile strategy, they’d also like to know that I use my iPhone to access Facebook much more often in the evening, after 7:00 p.m.
Analyze your most valuable resource: your customer data
Facebook and LinkedIn, among others, are making targeting options more sophisticated—so it’s more important than ever that you understand your customers. Third-party research is certainly valuable, but nothing compares to firsthand knowledge.
Give this analysis a try. How do the results compare to what you expected? Does it confirm what you’ve been hearing about Facebook marketing strategies, such as recommendations for the best times to post? What did you find the most interesting? Does it give you a new perspective? Tell me your thoughts in the comments below.Tweet
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