At Studio-X Design we help you create the best social media profiles for your business, whatever it may be. With a constant growth of social media networks, it can be very confusing to apply a solid strategy that will help boost your business. Fortunately, we have the tools and knowledge to make this whole process a simple one! We divide your social media campaign into three simple steps: create, manage and connect, all in the purpose of increasing your ROI. Make sure to visit our website to find out more about us and how we can help your business grow!
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“If you dip your toe into social media, the chances are you’ll get your leg bitten off,” says Tom Ollerton, marketing director at the specialist agency We Are Social. It is a thought echoed by David Thomas, senior director of community and content at Salesforce Marketing Cloud.
“The most inappropriate social media marketing is when a company comes in, pretends that they know who their audience is, thinks they do, makes assumptions, and then posts a real clunker on their Facebook page, or jumps in and starts trying to sell in a forum where people are communicating and engaging.”
This can be the outcome when a business dives into social media marketing without formulating a strategy. Ollerton has an example from a few years ago. “The Post Office set up a Twitter feed to talk about their marketing messages, and people started tweeting saying where’s my package? They opened the door to a conversation but weren’t prepared because the person doing the Twitter handle didn’t know anything about what might be holding up packages.”
What, then, should an organization do after recognizing the need for social media marketing? It starts with a listening phase. In this context, listening means discovering what is being said about your brand or business on social platforms such as Twitter and Facebook, and on forums and blogs.
“There are tools like Sysomos and Radian6, which are like a search engine that searches conversations and amasses them in one place for us to decode in such a way that we can give actionable insight into those conversations,” says Ollerton.
Typically, the listening phase might take a month, but it varies according to factors such as the number of regions and markets being targeted, and whether it spans different languages. Key elements are who is having the conversations, where they are taking place, and who the influencers in those online communities are.
How to engage with that community is the next piece in the puzzle. One of the questions is whether the product, service or brand is “inherently conversational”, as Ollerton puts it. “Jaguar is one of our clients, people love the brand and there’s an infinity of detail to get involved in as they discuss everything from the density of the tyres through to the kind of glass used for the windscreen,” he says.
In other cases it is not so easy, because there is little to say about the product itself. The challenge is to invent content such as video, games, apps or Facebook applications that becomes the talking point. “A brand that does this really well is Red Bull,” Ollerton says. “It’s just a soft drink. So what they do is constantly create amazing videos and games and photo-shoots that throw people out in space so people are constantly talking about it on social networks.”
When Heinz analysed the results of a listening phase, it discovered a correlation between people talking about being unwell and wanting to eat soup. “We created our own bit of content around that,” Ollerton explained. “What Heinz did was to create a kind of soup that you could buy on a Facebook page, but you could dedicate that can to someone. Then a can with that message would get sent to your door for the cost of £1.99.” Customers would then post about their gift on Twitter and Facebook. Simply repackaging existing advertising content, designed for TV, print or outdoors, is rarely effective.
“What we want brands to do is to work out where the common ground is between what they want to say as a brand and what consumers want to hear as people on social networks – where does that overlap?” Ollerton explains. Once the social media campaign is completed, how do you measure success? Having a goal is important. “Until you can say, this is what we’re trying to accomplish, then you’re not going to prove the value of your social media efforts to the people in your company who are paying your salary,” says Thomas.
Determining return on investment is a challenge, though some things can be measured. “The sweet point about social media is that the tools that you used to listen at the start are the same tools you can use to measure the effectiveness of the campaign,” says Ollerton.
A listening tool might identify how often Heinz is mentioned in the context of “soup”, for example.
Then you can compare the percentage before and after.
This is a narrow approach though. The advantage of social media marketing is that it builds a relationship with your customers, with spin-off benefits that go beyond immediate results. The further implication is that thinking in terms of campaigns alone may be a mistake. “Move away from campaigns, because campaigns don’t play to the true nature of social,” says Ollerton. “Brands should maintain an ongoing relationship with their fans over time, but then include different spikes of activity around certain launches.
“The crux is the listening piece. What better way is there to understand who it is you’re selling to? People trust other people online more than they do TV advertising.”
Article from Tim Anderson, The Guardian
Five years ago, businesses weren’t convinced that spending time on Twitter or Facebook would help them find new customers. Now, 77 percent of B2C companies and 43 percent of B2B companies find customers on Facebook. That’s a statistic that can’t be ignored. And the numbers prove high across other platforms too, including Twitter, LinkedIn, Google+, Pinterest, and Instagram.
But while marketers can’t deny the power of social media marketing, social media users fall into two groups:
● Those who tweet and post updates constantly
● Those who think it’s too complicated, and never latch on
If you fall into the second camp, I invite you to keep right on reading — this one’s for you. While you might’ve told yourself using social media is just too hard, that you don’t have time to do it, or some other seemingly reasonable excuse, I’m here to tell you that you can use it, easily and effectively. You just need a few tips and tricks to make it manageable.
Keep it Simple
There’s no reason you need to sign up for every social media site under the sun. In fact, it’s better if you don’t. The more accounts you have to manage, the more your time will be divided, and the more likely it is you’ll do a poor job across the board. You might want to reserve your brand name on the major social networking sites — even if you don’t plan to use it — simply for brand security purposes. Again, just because you have an account doesn’t mean you have to use it.
Instead, choose two or three sites where you feel you’ll get the biggest return. How will you know which to choose? Find out where your customers spend time and study the demographics of each social platform. Spend more time on fewer sites, and you’ll attract followers faster.
Set a Schedule
It’s not necessary to spend hours a day on social media. If you’re smart about it, you can invest just a few hours a week and still get phenomenal results.
But, do put it on your calendar. Otherwise you’ll push the task off to the side, and before you know it, your last social update will have been posted weeks ago. Not a good look for your brand.
Find Tools to Work Smarter
Use a social media monitoring and management platform such as Hootsuite or Buffer to update multiple profiles from one place. Both of these tools make it easy to schedule your content, so you can spend one hour preparing future tweets and posts to get a steady stream of updates all week, as opposed to trying to find time during the thick of the week.
Additionally, you can use these tools to find new people to follow and respond to any questions or comments sent to you.
Integrate with What You’re Already Using
Set up your social profile links on your website so people can click to follow you elsewhere. If you use WordPress (and I hope you do!), implement the social share features of WordPress so blog visitors can easily share your content and attribute it to you. See if your Customer Relationship Management (CRM) software can pull in social updates from customers. One CRM program that does this well is Insightly. Thanks to Insightly’s social media integration, you can easily see what your clients or their companies tweet or share on more than 50 social media platforms right from within the CRM system, which can help you stay tapped into their business needs.
Monitor Brand Mentions
People talk about your business on social sites, whether you’re listening or not. But if you’re paying attention, you’ll find ample opportunity to connect with existing and future customers, as well as nip customer complaints in the bud.
Use a monitoring tool to track any mentions of your Twitter handle (@yourcompany) as well as your brand name without the “@” sign, along with any keywords related to your company and industry.
If you take social media one day at a time, it’s less daunting. And while it will take a few months to really ramp up your followers and attract engagement with your brand on social sites, the additional customers and stronger relationships will make it well worth the effort.
Article from Lena West, Huffington Post
Full article can be viewed at: huffingtonpost.com
A giant billboard of a Twinkie in Times Square. A new Hostess website featuring a countdown clock. A social media campaign that encourages people to share their love of Twinkies and other snack cakes such as CupCakes, Donettes donuts and Ding Dongs.
Hostess is whetting consumers’ appetites for the return of some of its most well-known treats with a broad comeback campaign that touts the arrival of the products on store shelves Monday.
The marketing comes nearly eight months after Hostess filed for bankruptcy, and Twinkies and other snack cakes disappeared from store shelves.
The company was subsequently bought by two private equity firms, Metropoulos & Co. and Apollo Global Management.
Hostess plans to welcome back Twinkies, CupCakes, and both frosted and chocolate Donettes under the tagline, “The Sweetest Comeback in the History of Ever.”
“We want people to know that it’s the same Hostess, but with a different attitude,” says Dave Lubeck, executive director for client services at Bernstein-Rein Advertising, which created the ad campaign. “It’s younger, more aggressive.”
Social media are a large part of that approach. The Hostess Facebook page, updated nearly every day in the past three weeks, has close to 440,000 likes. The site began to tease the return of the treats at the end of June with posts like, “We’re back online. And pretty soon we’ll be back in the snack aisle.”
Article from Rebecca Castagna, USA TODAY
F’ Rolling Stone… how about Covering the real victims! http://usat.ly/15mYlWu
“How do you use social media?” It’s a question I’d never been asked until recently. As I explained, it became clear to me that social media has become so deeply integrated with my life that I don’t even notice all its uses. Here are four ways I use social media, as well as the tools that make it possible.
Monitor Trends and Dig Deeper
I love learning, but events unfold quickly and information is scattered. Social media offers an incredible variety of breaking news, detailed commentary, and social signaling on topics that matter, but it’s often challenging to get only relevant information. Enter Topsy.
Topsy has been described as “the Google of social media.” It’s great for finding time-sensitive information, watching an event unfold, or digging deeper into an area of interest. The service works
across social networks and many different languages to bring you the best.
Twitter has evolved into a personal RSS feed. If you want to research the competition, keep up with your friends, or get content from your favorite publication, Twitter is gold. The problem lies in the volume. If you follow more than 150 people, seeing the most important information is a function of luck. Even Twitter lists become overwhelming because they require constant mindfulness about when and how many times per day to check in.
I found myself having constant information anxiety about what I was missing. Some might call this “the fear of missing out” (FOMO). I searched everywhere for a tool that would send me just the best from anyone I selected on Twitter. The tool didn’t exist, and my pain level got high enough that we decided to build it. Solve your own problems, right?
Brook sends you a daily email digest of the five best tweets from those you select. Every day, it does the hard work by grabbing tweets, scoring them based on social endorsement and filtering out duplicate results, aggregating the subscriptions, and sending them to your email every morning. It’s like having a personal Twitter assistant, and the digest has turned into my daily newspaper.
Find Out When You or Your Friends Are Being Talked About
It’s important to keep up with what is being said about you, your friends, or key topics. This can tip you off to important new developments and help maintain your reputation. However, searching for your company name, your name, your industry category, or your friends on multiple social media platforms can be extremely time-consuming.
A service that I like is Mention. Mention is a great tool because it’s a set-it-and-forget-it resource for keyword tracking on multiple social platforms. You can tell it which keywords you want to monitor, and it will notify you when it finds posts containing those terms. Make sure you pick specific terms, though, or you could end up with a ton of irrelevant notifications.
Another good tool is Newsle, which allows you to connect your social media and get notified via email when one of your friends gets mentioned in a news article. It has helped me keep up with my friends’ accomplishments, big announcements, and even an unfortunate arrest (seriously).
Optimize Your Posts and Track Clicks
Always being actively engaged in social media is not practical, nor is it productive. I found myself wanting to create a bank of sharable content — without sharing it all at once.
Buffer has been a huge blessing. It integrates with my browser and allows me to generate a social post with one click, select the distribution platforms, and store it for later to be released on a schedule. By allowing me to spread out my content throughout the day across all my social networks, it literally doubled my engagement.
The other key aspect of Buffer is its easy ability to track clicks. Each post contains a unique, shortened URL, allowing me to easily check how many people clicked my shares. Posts with literally no social engagement have been some of the most clicked-on, while others that got a ton of retweets received almost no clicks.
Bottom Line: Be Active but Efficient
Being immersed in social media and real-time data can be important. However, it doesn’t have to consume your life or create the need for additional employees. There are many tools out there (including the ones I’ve mentioned here) that can help you get what you need — without burning time.