TwitterToolsReviews |
- 6 Powerful Ways to Improve Your Social Mobile Marketing
- HOOTSUITE VS SOCIALOOMPH
- Story as Strategy: How Social Storytelling Leads to Business
- Twitter Has the Best Converting Web Traffic
- Facebook Marketing Declines: How Business Should React
| 6 Powerful Ways to Improve Your Social Mobile Marketing Posted: 18 Jan 2014 01:31 AM PST By Jamie Turner
Do you want to tap into the social power of mobile users? Leveraging the power of mobile apps that are already installed on many people's smart phones allows you to connect with people you may be overlooking. Why Mobile?Mobile is unavoidable—that much is clear. Over half of US residents own a smartphone or tablet, and around half of those are using the top social media apps available on those devices. Leveraging these mobile social networks can be challenging. In this article you'll discover six engaging mobile apps and learn how to leverage your mobile presence to generate both brand awareness and ultimately new customers. #1: Tweak Your Facebook Activities for Mobile UsersFacebook is the number-one mobile social network. In fact, it was the number-two most-used mobile app overall for the second quarter of this year, second only to Google Maps, according to GlobalWebIndex. However, Facebook Mobile has been a tough area for advertisers and marketers to capitalize on.  Many Facebook users browse the network from a mobile device. Native ads were always available on the desktop version, but never the mobile interface, so companies have had to rely on their pages to be noticed by mobile users. This effort was made more difficult by EdgeRank and now by Story Bump, both of which are features of Facebook's News Feed that determine which stories are seen first by users as they open Facebook. But do not fear! Facebook Mobile is not an uncrackable nut. Here are three things you can do to stand out from the crowd and make the most of this popular app: Tip: Create valuable page content. With Story Bump, Facebook no longer ranks content based on assumed preference. Instead, while stories with lots of positive feedback (likes, comments and shares) are re-prioritized near the top, the order is largely chronological. This means that any Page content you publish should be valuable, not just interesting. Tip: Ask questions and include calls to action to boost the amount of feedback you receive and therefore the amount of exposure your content gets. Use paid posts if necessary while you garner a following. Tip: Post at the right time of day. No matter what anyone tells you, there's a prime time of day for your Page to publish to Facebook. However, it can't be prescribed as one-size-fits-all. Your Page tells you the best time to publish to it if you look in the right place. It's right there in your Facebook Page's Insights feature in the "Posts" tab, listed under "When Your Fans Are Online." If you post according to when your fans are active, then more users—especially those on mobile devices—will see your content and be driven to your page. Tip: Use native ads. "Wait, but Jamie, you said…" I know, I know. But there's good news—native ads are being rolled out for Facebook Mobile! Chances are that their appearance will be slightly more appealing to the app's users than Facebook's traditional sidebar ads, meaning more clicks and more leads. You can also read more about Facebook native ads on this blog. A presence on Facebook is imperative for businesses, and optimizing your Facebook campaign for mobile is becoming more mandatory. Follow these tips to get ahead of the curve.  Mobile Ad fees make up a big portion of Facebook's revenue. #2: With Twitter, Think DifferentlyJust a month ago, Twitter was averaging 360 million tweets per day. Since then, in just one month, the average has already jumped by 60 million, and most of those are mobile. Sixty percent of Twitter users are on mobile, and those users are far more active than their desktop-using counterparts. Naturally, this indicates that social media marketers who use Twitter should try to optimize their campaigns for mobile. Here are three ways you can do that:  Twitter is the place to share breaking news, local updates, global events and good conversations with your mobile consumers. Tip: Leave room for retweets. If you want people to retweet your content, you need to leave room for your audience to add in their two cents. If you have the option, select a Twitter handle that's easily identifiable as belonging to your brand, but is as short as possible. You should also keep your content brief, using a link shortener like bit.ly or goo.gl if necessary. Tip: Use hashtags appropriately. Perhaps one of the worst things a Twitter user can see is someone's tweet that's packed to the brim with hashtags, often with more characters dedicated to the hashtags than to the actual content. Some people do this with the hope that one hashtag catches on, but it ends up being annoying and leaving little room for retweets. Jimmy Fallon and Justin Timberlake make fun of using too many hashtags in the video below.
Do your research and select 1-3 hashtags that are relevant to your message and your brand. Tip: Leverage Twitter for big events. Twitter is the leader in second-screen use, meaning people are most likely to actively engage with Twitter while also watching TV or a movie. This shows that while it may not be the number-one social network overall, Twitter is seen as the best network for communicating quickly. When your company hosts an event or something relevant is happening in the world or on TV, be involved on Twitter. Follow your followers to find out what's happening that they're interested in. Create a hashtag or participate with an established hashtag that's already in play. Post frequently during the event, and if it's not your event, try to put a spin on your tweet that connects your brand to the existing buzz. Twitter was born from mobile, and its mobile users are still the lifeblood of the network. Likewise, you can leverage mobile by following these tips to gain followers and grow exposure for your brand. #3: Create an Instagram PresenceInstagram has consistently been one of the most popular mobile apps for over a year now, and there's good reason for that. It's easily integrated into Facebook and Twitter, and it provides users with the visual stimulation that Facebook and Twitter lack. It's a mobile-only network (you can view/like from a desktop but not publish anything), so figuring out how to leverage mobile with social is crucial to businesses that want to stand out on Instagram. Here are four steps you can take to accomplish this: Tip: Make your pictures stand out. High-quality pictures are essential for Instagram success. The higher an image's quality, the more attention it gets. And since you're representing a brand, it's even more imperative that you ensure that your photo content is of the highest quality possible. Use cutouts, overlays, etc., to make your content leap out from the page, but make sure everything is tasteful and aesthetically pleasing. Tip: Use hashtags appropriately. Hashtags on Instagram are not the same as hashtags on Twitter. In fact, they're generally more acceptable. Use hashtags that describe what's in the picture, not what the picture is about. Encourage your followers to use a particular hashtag that you can then monitor (and maybe even use for a promotion). Use popular hashtags that are searched for often. Lastly, consider posting the picture with only one or two hashtags and then include any additional hashtags in a comment below. Tip: Make sure videos are professional. Instagram videos are tough to produce, partially because of the mobile recording concept. Smartphones have yet to be truly optimized for video, so tread with caution. You may decide to forgo video altogether, and that's fine. But if you do choose to transition into moving pictures, make sure you follow basic video production practices like making sure the camera is steady and including some kind of audio element.  Instagram provides another way to share your stories. Tip: Integrate Instagram with other platforms. Publishing to Instagram includes the option to publish to other platforms like Facebook and Twitter. If you're using any of these platforms and your content is appropriate for multiple channels, select this option. Your job is easier and your content is more widely seen.  Promote your corporate brand using Instagram. Instagram adds a crucial visual piece to the mobile networking puzzle, so it should be given extra attention. Follow these guidelines to make the most of your Instagram presence. #4: Gain Brand Exposure with FoursquareFoursquare lets you tell people where you are, what you're doing and how often this happens by "checking in" on your mobile device. However, the app has evolved past what was basically an automated status post and has transformed into a hub for recommendations and reviews. Follow these two tips to leverage Foursquare for your brand: Tip: Make sure people can check in with you. If your brand is a store or has a physical location visited often by customers, make sure people know how to check in at your location. Whether through signage or social media awareness, use a strong call to action to grab your customers' attention. People should know how to share with their friends that they are engaging in the most personal way possible with your company. You can even create a check-in point for events, which can be a great way to show off customer attendance.  Foursquare connects people to businesses. Tip: Monitor your reviews. A lot of companies set up check-in points, but few go as far as to monitor what people are saying about those points. Read the reviews and recommendations that your customers leave you. Then tweet, message or contact your customers in some other casual way to thank them for visiting. Likewise, be sure to respond to any negativity in a timely and professional manner. Your engagement with those who check in with you shows that you are a brand that cares about your customers' experiences. Foursquare's use is evolving, and your company should evolve with it. By following these few simple rules, you can be sure that your brand is positively represented on Foursquare, and that exposure to your brand increases. #5: Optimize Your Deals with Groupon and LivingSocialCoupon and voucher services have really picked up steam in the past few years. With shows like Extreme Couponing and Doomsday Preppers, it's no secret that people like to save money. In fact, they make a game out of it as much as possible. And with platforms like Groupon and Living Social, these savings are moving past food and household items to incorporate services and luxuries. These companies have highly successful mobile apps, and leveraging their social aspects can really help your company with sales. Here are two ways to make the most of them: Tip: Take advantage of sharing discounts. Many sites like Groupon and LivingSocial offer discounts for sharing (e.g., "Share your deal with your friends using this custom link, and if three buy, yours is free!"). Some of them allow you to have input into what these promotions look like. At the very least, you could offer a bonus product or service in the event that someone refers business to you via these sites.  People find great local offers, browse unique vacations and order takeout or delivery with the tap of a finger on LivingSocial. Tip: Include as much information as possible. These sites usually have an aspect of geolocation targeting, so being thorough about where your coupon is redeemable is key. If multiple locations are available, create multiple listings. If there are variations within your deal, again, create multiple listings. This helps optimize your deal for in-site searches, since customers often have a very specific idea of what they want. These sites are great ways to bring in new customers, so if your business is set up to handle promotions like these, they are an excellent opportunity for creating growth. Optimize your deals with thorough information and reward your customers for sharing, and you will reap the benefits of these services. #6: Gain New Customers with LocalmindLastly, there's Localmind. Many people are turning their attention to thinking locally, from shopping to business services. Localmind offers the opportunity for customers to review and recommend their favorite businesses based on location. This mobile app provides a great avenue for gaining new customers; just follow these two tips to leverage it to your advantage: Tip: Promote community involvement. Does your company sponsor a Little League team? Do you participate in Adopt-a-Highway or volunteer for Make-a-Wish? These are the kinds of things that Localmind users care about. When you share these experiences with Localmind users, you're more likely to gain exposure within the network. Tip: Highlight existing partnerships. If you're already in partnership with another business in your same locale—whether they're a vendor, an agency or a philanthropy partner—make sure those relationships stand out. This earns you favor with Localmind users who see that you are focused on local partnerships and growing the local economy. Localmind presents a great opportunity to show off the community-centered aspects of your brand. By highlighting the parts of your company that already reflect that local-mindedness, you gain favor within the network that brings about recommendations and ultimately new business.  Know what’s going on right now anywhere in your neighborhood. Conclusion There are hundreds of mobile apps with entire networks of customers behind them, but these six apps illustrate the opportunity you have to leverage mobile and social together. If you follow these tips, you'll be well on your way to increasing brand exposure and generating new customers and business leads. What do you think? Are you using mobile to connect socially with your customers? Are you having success with mobile apps? Please leave your questions and comments in the box below. This entry passed through the Full-Text RSS service — if this is your content and you’re reading it on someone else’s site, please read the FAQ at fivefilters.org/content-only/faq.php#publishers. Five Filters recommends:
The post 6 Powerful Ways to Improve Your Social Mobile Marketing appeared first on TwitterToolsReviews. |
| Posted: 17 Jan 2014 07:04 PM PST
Posted by Kristoff Doneit on Apr 25, 2013 in General | 0 comments HootSuite and SocialOomph offer social network integrations that allow you to stay connected with the people that matter. But which site can offer you the interconnections with the ease and accessibility that you deserve? Here is a comparison of 7 aspects of the sites to allow you to choose the correct network integration solution. Base Features Post Scheduling Analytics Live Feeds Auto-Responders and Auto-Followers Replies Digest Apps Verdict The post HOOTSUITE VS SOCIALOOMPH appeared first on TwitterToolsReviews. |
| Story as Strategy: How Social Storytelling Leads to Business Posted: 17 Jan 2014 12:23 PM PST By Michael Stelzner
Are you wondering how to use stories in your social strategy? To learn how you can use stories to sell, I interview Gary Vaynerchuk for this episode of the Social Media Marketing podcast. More About This Show
The Social Media Marketing podcast is a show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing. The show format is on-demand talk radio (also known as podcasting). In this episode, I interview Gary Vaynerchuk, author of Crush It! and The Thank You Economy. He's also the CEO of VaynerMedia. His newest book is Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy World. Gary shares why storytelling is important for your business. You'll learn how to discover deeper data and why analytics are an essential part of your social strategy. Share your feedback, read the show notes and get the links mentioned in this episode below! Listen NowPodcast: Play in new window | Download You can also subscribe via iTunes, RSS, Stitcher or Blackberry. Here are some of the things you'll discover in this show: Story as StrategyThe story behind Jab, Jab, Jab, Right Hook Gary explains how he had an epiphany that he might have let people down by over-indexing the act of giving in The Thank You Economy. Although he knew his readers would understand that to give is great, they wouldn't necessarily understand that at some stage you have to ask. The book title, Jab, Jab, Jab, Right Hook, stands for Give, Give, Give, Ask. You have to remember to give value, which eventually leads to putting out a good call to action, which leads to business. Gary says that even some of the best social media people don't know how to ask for business.  Gary’s new book Jab, Jab, Jab, Right Hook: How to Tell Your Story in a Noisy World. The idea behind the book was for it to be a utility for people. It looks at individual pieces of content as case studies. You'll hear why Gary wanted to write a how-to book and why the title is a boxing metaphor. Listen to the show to find out why Gary looks at social media as a science. What boxing teaches us about social media marketing Gary explains that it's the crossroads of the analytics and being creative to create business results. He feels like a lot of social media experts don't put enough effort into analyzing data. Gary didn't put in the effort either until he started VaynerMedia. Now he has seven full-time analysts. This has given him a much deeper insight into the black-and-white of it all.  VaynerMedia on Facebook. There are also people who think it's all algorithmic. They underestimate the value of the human touch and creative, which is the art. Analysis is the science. It's the crossroads of the two. Most social media marketers don't look deep into their analytics because of time or capacity. Most are consumed by speaking, consulting and selling content. Gary feels that it's time and money that hold most people back. This is why he wanted to share his ideas. Gary recommends that you use Facebook analytics to test for deeper data. It's a great tool that has a ton of uses. You need to think about and test what you put on your Facebook page and Twitter. Listen to the show to find out why Gary likes to isolate himself into 'doing' versus 'consuming.' Common traps marketers fall into when it comes to social media Gary advises that you need to be careful and be able to back up what you say. He believes that he gets away with a lot of stuff because of the huge success he has had with Wine Library TV. Plus VaynerMedia is an eight-figure business already, where the number of employees has grown from 25 to 300.  Gary has had huge success with Wine Library TV. You'll find out why self-awareness is important and what else you need to consider when you want to help people. Listen to the show to find out why execution matters. Why storytelling is important Gary says that storytelling matters because stories are powerful and everlasting and they are what turn a commodity into a business. He believes that a story matters more than anything else. It's brand equity. It's why we buy name-brand products. It's why fashion works. It's what cool is about. It's our sense of place in the world. The best way to do it is contextually. His book includes 86 case studies that show individual pieces of content that are good and bad. Gary's biggest goal for the new book is for it to be on everyone's desk as a reference for when they want to put content out there. You'll hear why Gary always starts his talks with his own personal story and why YouTube and Twitter were the two platforms that became important to him. A recent New York Times article talks about how Gary and his team at VaynerMedia helped Nilla Wafers exponentially grow their business results with content only on Facebook, Twitter and Instagram.  The New York Times recently featured Gary and his team at VaynerMedia. You'll learn about what type of content works best for each platform and the importance of having respect for the context of the platform you tell your story on. Listen to the show to find out what you need to ask yourself to turn a boring product into an interesting one. What is micro-content? When it comes to storytelling, Gary explains that "micro" means fast. When you think about how quickly content is consumed on Facebook, Twitter, Pinterest, Tumblr and Instagram from a mobile device, then you need to put content out there that can capture attention in about 1/100th of a second. It has to be lightweight and can include memes, animated GIFs and Vines. You'll learn about the different types of stories you can tell and why it's important to talk about your value proposition. In Gary's book, he talks about the formula, micro-content + community management = effective social media marketing. When it comes to the community management component, Gary says it's the proudest aspect of who he is in the social media space. He says that 90% of his tweets are @replies. You don't just throw your content out there, you have to engage.  You have to engage with your audience. You'll discover why Gary chooses engagement over consumption and entertainment. Listen to the show to find out why Gary believes that Twitter is the one true social network. How to use a story effectively to drive conversions and sales Gary says it's important to engage, engage, engage and create context, so when you ask someone to buy from you, they feel like they owe you something. Listen to the show to find out why it's important to continue to deliver. The importance of effort You have to put in the effort and the time. A lot of people know what to do, but don't follow through and actually implement. Gary believes there are a lot of thought leaders who put out blueprint without doing what they are teaching. It's part of the opportunity for these leaders to separate themselves from the pack. Listen to the show to find out why Gary's latest book is still gaining momentum in presales. This Week's Social Media QuestionDoug, who is starting a social media strategy company helping small businesses in the Orlando, Florida area, asks, "What is the most effective way to manage usernames, passwords and logins for my clients?" The good news for the most part is that there's no need for your clients to give away their passwords to all of their social media accounts for you to manage. For example, with a Facebook page, LinkedIn account or a Google+ account, it will allow you to add administrators. However, Twitter is slightly different. You'll need a management app such as SocialOomph or HootSuite, where within the app you can delegate control. Twitter doesn't make it easy for multiple people to manage accounts because they have a single email address tied to every account. With Pinterest, I don't think they have as robust of a management strategy. If you're in a position where you need to share (or a client needs to share with you) an ID and password for a social network, I strongly recommend that you make sure whoever is managing your account uses a secure password management tool such as 1Password.  1Password is a great password storage system for managing multiple accounts for clients. Whatever you do, don't use your web browser to store IDs and passwords. If your laptop gets stolen, someone can pull up the web browser and essentially take over your accounts. If you have given away your ID and password, then change them. If there are quite a few of you who share the same ID and password, then 1Password is a robust password storage system that works great across every platform. Call in and leave your social media–related questions for us and we may include them in a future show. Listen to the show to learn more and let us know how this works for you. Other Show Mentions
The conference is an incredible opportunity for small business owners and marketers who work for corporations. It features more than 60 sessions across four major tracks, including social tactics, social strategy, community management and content marketing. There are a lot of big brands that will be presenting, so if you work for a brand, you can go nonstop from brand panel to brand panel. There is also plenty of non-brand stuff for those of you who are not part of a big brand. Representatives from IBM, Whole Foods, Century 21, SAP, Citrix, Aetna, Experian, Intercontinental Hotels and Kelly Services PLUS moderators from Cisco and Price Waterhouse Coopers will be speaking or participating in the conference. The list of brands is growing on a regular basis, so be sure to check it out. Key takeaways mentioned in this episode:Ways to subscribe to the Social Media Marketing podcast: What do you think? What are your thoughts on social storytelling? Please leave your comments below. This entry passed through the Full-Text RSS service — if this is your content and you’re reading it on someone else’s site, please read the FAQ at fivefilters.org/content-only/faq.php#publishers. The post Story as Strategy: How Social Storytelling Leads to Business appeared first on TwitterToolsReviews. This posting includes an audio/video/photo media file: Download Now |
| Twitter Has the Best Converting Web Traffic Posted: 17 Jan 2014 05:35 AM PST
Recently I came across a study which confirmed something I’ve been preaching about in these blog posts for a few years: that Twitter can be an awesome source of quality traffic. The study that I found is from a recent post on a traffic blog that examined 12 different strategies to drive traffic to find the one that converts the best. The experiment involved spending 3 hours on 12 different traffic strategies. The volume of traffic that resulted, and the conversions (signups to my free business reporting app) were recorded.
The #1 traffic source was the Twitter marketing software auto follower strategy which referred 104 visits and 6 conversions (at 5.77%). The traffic strategy that was used involved using the Twitter Marketing software that I have reviewed and recommend called TweetAdder. How this strategy works is simply by initiating hundreds of targeted new connections with targeted people based on keywords in their bio, location, keywords tweeted, or several other criteria. Here are the numbers from the study:
The coolest part about the Twitter auto follow traffic from this study is how it is the source of traffic that involved the least amount of time since the majority of the process is automated. Twitter traffic from new connections is so effective because it is personal. You have taken the initiative to connect with someone and this created a connected interest that many other sources of traffic lacks. The only potential drawback to this traffic method is that when you first start out on Twitter you can only follow a max of 2,000 people until you have 2,000 followers. If you want to accelerate your results and easily boost your network past this milestone I recommend checking out the service Grow my Twitter Network. Building a strong Twitter network helps with traffic not only when someone first connects with you, but also as they click on links to your sites from your tweets over time. If you want some powerful ideas for getting more Twitter followers check out this article and discover 50 innovative tips. Want to discover how TweetAdder helps automate the process of targeted connection building on Twitter that can lead to this kind of traffic? Check out my TweetAdder video review. FeedbackWhat do you think of this Twitter marketing strategy? Let us know in the comments below.  The post Twitter Has the Best Converting Web Traffic appeared first on GrowYourTwitterNetwork. The post Twitter Has the Best Converting Web Traffic appeared first on TwitterToolsReviews. |
| Facebook Marketing Declines: How Business Should React Posted: 17 Jan 2014 03:00 AM PST By Michael Stelzner
Are you wondering how the recent Facebook algorithm changes will affect your marketing? To learn what the future of Facebook means for your brand or business, I interview Mari Smith and Jay Baer for this episode of the Social Media Marketing podcast. More About This Show
The Social Media Marketing podcast is a show from Social Media Examiner. It's designed to help busy marketers and business owners discover what works with social media marketing. The show format is on-demand talk radio (also known as podcasting). In this episode, I interview Mari Smith and Jay Baer. Mari is the co-author of Facebook Marketing: An Hour a Day and considered to be the world's leading expert on Facebook marketing and Jay is the author of Youtility: Why Smart Marketing Is About Help Not Hype. He's also host of the Social Pros podcast. Mari and Jay share how to be successful with Facebook's new algorithm and what these changes mean for your Facebook strategy. You'll learn how to monitor your reach and engagement, and how to navigate paid versus earned media in your content strategy. Share your feedback, read the show notes and get the links mentioned in this episode below! Listen NowPodcast: Play in new window | Download You can also subscribe via iTunes, RSS, Stitcher or Blackberry. Here are some of the things you'll discover in this show: Facebook Marketing DeclinesRecently, an article by AdAge referenced an official Facebook document that said, "We expect organic distribution of an individual page's posts to gradually decline over time, as we continually work to make sure people have a meaningful experience on the site."  AdAge's article references an official Facebook document, which urges marketers to buy ads. In other words, Facebook says that they are going to show less of your Facebook updates to your fans and followers. If you want to get seen, you will have to pay to play. This news has raised a lot of concern among marketers. Previous changes to the Facebook news feed Mari explains how up until a few months ago, the algorithm that governs what content goes into the news feed was called EdgeRank. The term used now is the Facebook news feed ranking algorithm. The formula changed dramatically, with Facebook telling everyone that on any given day, a user can potentially see 1,500 possible stories. A story includes likes, comments, shares, videos and photos. Once you click Like, Comment or Share, Facebook knows what type of content to show you. Most users are aware that the majority of content shown comes from friends. This means that business pages struggle to get organic visibility. On December 2, 2013, Facebook announced they will start to decline or diminish organic reach for pages because users predominantly want to see content from friends and brands that they enjoy interacting with. According to Inside Facebook, studies show more than 40% decreased organic reach on Facebook. Listen to the show to find out what type of content Facebook will give less weight to. Is Facebook trying to protect its fans from marketers? I recently heard Gary Vaynerchuk say that Facebook is trying to protect its fans from marketers. It seems that Facebook has realized that they need to provide a quality user experience, otherwise people won't click on the ads. Jay explains why Facebook doesn't want to devolve into MySpace. They are now a public company, which needs to continue to generate tons of advertising money. One of the ways to do this is to squeeze the algorithm. Listen to the show to find out how Facebook has used one of the oldest business playbooks in history to get you hooked. Marketers see a decline in organic reach In December, an article by Ignite Social Media showed that brands saw massive declines in organic reach that month. Jay says that a large number of brands on Facebook have seen a decline in organic reach, but there are other brands that have not been impacted by the change at all. There are some exceptions to the rule. On one of his podcasts, Jay recently interviewed the chief of police of Brimfield, Ohio, who said the department has over 75% engagement rates on its Facebook page.  The Brimfield, Ohio police department has very high engagement on its Facebook page. Jay says that we've had it pretty good on Facebook for a long time and while it's annoying that you now have to start to pay, he doesn't think it should have come as a big surprise. Listen to the show to discover why Jay believes that you can still be effective on Facebook for "free." Brand loyalty Mari says you can have brand loyalty no matter what size your business is. She has always admired Oreo's marketing, which has 35 million Facebook fans. Oreo's Talking About This number, which includes fans and non-fans at any given time, is 251,000 people. Then if you look at Skittles on Facebook, they have 25 million fans, but only 56,000 are actually talking about this.  Skittles has over 25 million fans on Facebook. Both brands are quirky, fun and post great content. It really comes down to the quality of the content and how much the fans are interacting. This goes for any brand, no matter what size or budget. Listen to the show to hear how you can build brand loyalty and various ways you can get traction. The impact on small businesses Mari explains how people have shared their unrest and frustration with these new changes. Some have even considered abandoning their Facebook business page and just use their profile page instead. You'll hear why Mari feels that this is unfortunate and why there are still so many advantages to having a business page. Not everybody across the platform is experiencing this decline. Jay says the tricky part of it all is trying to figure out the cause. It's hard to advise people right now, because even the professionals don't really know. There are a lot of organizations that specialize in Facebook research, who are actually trying to crack the code to see what the new best practice is. Listen to the show to find out why Jay believes that this is the year for Google+ pages for business. How to tell if your business has seen a decline in organic reach Mari advises you to look at your Facebook Page Insights, which are available on both desktop and mobile. Mari loves the little scorecard feature. You can go into your Insights and look under the Posts tab, where every individual post will pop up. It will give you at a glance both negative and positive feedback. You can see what kind of reach you got, the click-through rate and whether people hide your content as spam or unlike your page.  You can see in Post Reach who you have reached and who you have engaged. You'll discover some of the great stats you can get when you export data and what you need to look at that will determine whether your organic reach has gone down. Listen to the show to find out why Mari is excited about Instagram for brands and businesses in 2014. Do we have reason to be concerned? Jay doesn't think the new changes are necessarily a reason to be concerned. He feels it's the natural evolution of what was formerly an immature industry, which is now more mature. It's becoming more about the media and less about the social. There are tens of billions of dollars at stake. Somebody will take these dollars and turn social media into an advertising platform, more than it is already. All of these platforms are going to have both organic and paid opportunities and Jay thinks that the smart companies, including small businesses, will take advantage of both.  Smart companies will take advantage of both free and paid opportunities. Image source: iStockphoto Jay says that it's important to recognize that it's not as if this doesn't work anymore. It just doesn't work as well as it once did. You'll hear why Jay is a firm believer that paid social will be a requirement for almost all businesses. Mari explains that for a long time, she has put a lot more money into community building than advertising. She has developed a reputation for being someone who responds and now has a team whose sole job it is to respond to questions on her fan page. Mari shares why Socialbakers is one of her favorite social media analytic tools for Facebook, and why community management is more important than ever. Listen to the show to find out why both Mari and Jay strongly believe that you have to actively respond to customer questions. Start to budget for social advertising Mari says that you should start to budget for social advertising. You can budget as little as $5 per day to promote content that you put on your wall. You don't necessarily have to buy ads down the right-hand side. Mari has recently created a Facebook ads course with her good friend Dennis Yu, who believes that the news feed ads are where it's at. You need to create content that doesn't look like a marketing message. Instead, make it look more like a conversation piece that people can engage with. You'll hear what you can do to amplify the reach of this content. Listen to the show to find out what you can do if you don't have an advertising budget. Examples of useful advertising As Jay talks about in his book Youtility, the idea would be to advertise content instead of a company. Jay says they have seen some good success with Facebook advertising of business-to-business content, such as ebooks and webinars. You have to be smart and aggressive about targeting. One of the mistakes that people make when they advertise on Facebook is that they try to cast the net too wide. You need to use keywords and other targeting capabilities. To help promote Social Media Marketing World, we use a service called Perfect Audience. It costs approximately $40 per week.  A sponsored story is a lot more economical for advertising events. Listen to the show to find out why Jay thinks Facebook retargeting will become very popular. Should we have something we call our own? Jay says that without a doubt, you should have something you own, whether it's content assets or community assets. You'll hear Jay explain about paid, owned and earned media and why they're so important to your business. Jay's friend Jeff Rohrs, who is the co-host of the Social Pros podcast, has a great new book called Audience. It's all about how to build your own assets online and create ties with audiences that you can then use to build a successful business down the road. Listen to the show to find out why you need to figure out what you own and make it worthy of attention. Tactical steps marketers can take to get the most out of Facebook If you're a small business owner, then Mari advises you to use your personal profile in conjunction with a fan page. You'll discover what you need to do with your personal profile to blast through the 5,000-friend limit and be able to publish public content that people can sign up to see. Mari has three opportunities to be seen in the news feed on any given day organically. She posts to friends, publicly on her profile and to her fan page.  Mari typically posts only once a day on her profile and her fan page—both of which are different content. Facebook has been promoting Instagram because they want you to integrate and connect your Instagram account with your Facebook pages. You can also do this for fan pages too. There are lots of different things to consider and integrate. You need to have a solid business plan in place and use social media as an amplifier. Listen to the show to find out why Jay says that you have to play the algorithmic game to make sure your posts get maximum organic reach. Other Show Mentions
The conference features more than 60 sessions in 4 major tracks, which include social tactics, social strategy, community management and content marketing. Below is a sample of the visual marketing sessions we have planned.
Be sure to check it out. Call in and leave your social media–related questions for us and we may include them in a future show. Key takeaways mentioned in this episode:
Ways to subscribe to the Social Media Marketing podcast: What do you think? What are your thoughts on Facebook's new pay-to-play approach? Please leave your comments below. Image from iStockPhoto.This entry passed through the Full-Text RSS service — if this is your content and you’re reading it on someone else’s site, please read the FAQ at fivefilters.org/content-only/faq.php#publishers. The post Facebook Marketing Declines: How Business Should React appeared first on TwitterToolsReviews. This posting includes an audio/video/photo media file: Download Now |
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