Las Vegas Eats, Colorado Spirits Trail and a Lesson in Yelp 101!
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Las Vegas Eats, Colorado Spirits Trail and a Lesson in Yelp 101!
Whether you’re managing your personal account or 10 client accounts, you want to make sure your content has a chance to get seen. While good content, above all else, is the most important factor in engagement, frequency of posting (and timing) should be considered. Read on for our tips.
From selling to serving, we’re seeing beverage brands leverage new technology to connect with consumers. Check out our top five below.
More productivity? Better communication? Coworkers staying connected? This is music to business owners’ ears. Workplace by Facebook is a new feature that lets your team connect on a whole new level, and we’re breaking down four of its features you need to try out below.
Facebook recently rolled out a new feature that allows businesses to post job openings and people to search and apply for jobs right from their favorite social media. Are we surprised? Not really, it was about the only thing you couldn’t do on Facebook, so we had to see this one coming. The question is: Will this new feature totally replace LinkedIn? Here’s what you need to know.
A couple of months ago, we shared our favorite ways that the spirits industry is toying around with the digital world, and now, we have a whole new batch for you. From Instagram Stories to Chatbots, these four digital campaigns are worth checking out.
It's shopping season and Facebook is helping to fuel in-store success with its new "Store Visits" campaign. This is a new ad strategy that helps to bridge the online and offline gap with ads that target shoppers when they are near your store. A few of the benefits:
It’s no secret that Facebook has the largest audience when it comes to social media, but that doesn’t mean it’s always easy to gain interaction and engagement with fans in the overcrowded space. Check out these five tips to improve your engagement.
With the ever changing newsfeed one thing has become apparent, to stay in front of your audience you need to set aside ad dollars. Let's get down to it - so how much is it going to cost?
1. Industry matters.
If you're B2B plan on spending between $1 - $3 per engagement. If you're B2C cost per engagement will most likely run you $.30 - $60. I often say the more "fun" your business is (think food, spirits, fashion), the less money you'll need to spend.
2. Networks matter.
Whether you are B2B or B2C, Facebook tends to be the most cost efficient when it comes to social ads, followed by Twitter and then LinkedIn. This has held consistently true no matter what the industry. Facebook also allows integration of Instagram with its ad platform, so you can target two networks at once.
That said, if you can't find your audience easily through Facebook targeting, it may be worth spending the extra money on Twitter and LinkedIn. At the end of the day you want your message to reach the right people, even if that means fewer people overall.
3. Goals matter.
What's your ask? If you want people to click to an external website you'll probably pay more. If you want people to commit to liking your page versus liking a boosted post you'll also pay a slightly higher premium. The larger the "ask," the more you'll need to budget.
4. Reach matters.
Like any traditional ad buy, the more people you want to reach, the more it will cost you. I recommend a minimum $50 a month ad buy to clients. This allows you to boost two posts a week at $5 reaching around 1,000 - 3,000 people based on your targeting goals.
Social ads are accessible, easy to create and a must in today's world of social media marketing. Make sure you carve out budget to support your content, otherwise you may be talking to yourself.
Useful tips for running a successful contest on social media from Louisville-based agency Go Social.
The landscape of social media is constantly changing. The networks are changing how they serve up content, consumers expectations are changing around the quality of content posted by brands, and the skillset of what's needed to do social media well is changing. Good job security for those in the know, frustrating for those who don't have the time to keep up. To help navigate, here are three pitfalls to avoid in 2015 on social media.
1. If you post it, they will come.
As more businesses come on board, there is more clutter than ever in people's newsfeeds. The content you create not only has to be quality to stand out, it will also need to be supported with advertising. Facebook has decreased organic reach for the last few years and has publicily come out saying: "The free ride is over in 2015." You could have 10,000 fans but only 1 - 5% are ever seeing your content. The Solution? Set aside ad dollars in this year's budget, even if it's a small amount. You can throw $5 behind a Facebook post and reach the right audience efficiently. Don't forget, Facebook knows more about your interests and life events than some of your closest friends. As a marketer you can use that information to your advantage.
2. Telling your story in words.
The brain processes visuals 60,000 times faster than text. Standing out on social starts with a great image. Once you pique someone's interest then they may read what you have to say. Be sure to line up the right partners - photo, video and graphic design, when creating content in 2015, and think about how you can tell your story in a visual manner. If budget is tight consider inexpensive stock photography on sites like canva.com
3. Being too trendy, a.k.a. jumping on every trending topic.
When social media first started marketers were told not to "hard sell" on social. They were taught to be fun, light and casual, which led to a slew of "Happy Friday" and "National Cookie Day" posts. In 2015, you need to think of social media as a series of circles - what's relevant on social (the current conversation), what's relevant to your brand (your business objectives or story) and that magical area that intersects. If talking about a certain holiday or topic is an awkward fit, don't push it. Twitter users slammed the Seattle Seahawks for tweeting out a MLK quote with a photo of one of its players, they didn't see the connection, yet revered Krispy Kreme for a tweet which read: "Ours are fully-filled" after the deflate gate episode. No matter what the hot topic, your content should drive business results and should be relevant to your brand story in 2015, if not fans will let you know.
Any good community manager knows the action is in the newsfeed on Facebook. People like your page once and then interact with your content via the newsfeed page. Facebook's redesign of the page itself over the years has placed less and less importance on page design, outside of the cover photo, which when changed, feeds into the newsfeed. That's why I found it odd that Facebook rolled out the "Call to Action" button, a button which prompts fans to "Shop," "Contact," "Book," etc, and can only be accessed by visiting a business' page. Now you can make the argument that if someone needs to reach out to you they'll visit your page and behave in a more proactive manner, but those fans are few and far between. At least that's what my gut told me. I decided to test this theory by activating several "Call to Action" buttons on client pages and here are the results.
Out of the 10 pages I activated, only 1 click on a "Contact Us" button has occurred in the last two weeks and I'm not convinced that wasn't from me testing. These are active pages which are supported weekly with advertising and are gaining new fans daily. On the other hand by including a website link in a promoted post I received several clicks to "Shop" on my client's website. Not surprising as the content appeared in the newsfeed, not just the page.
The "Call to Action" button is free to install, so there's no reason not to do it, but don't rely on it to do the heavy lifting. If you really want to drive action you need to be where the action is and that's in the newsfeed. Include links to your site and promote your posts to a targeted audience to see results.
I was researching new business opportunities and targeting local wineries who may need help in the social department. Some who posted infrequently, some who posted only text and others who only posted recycled content from someecards versus telling their own story. You could tell those who really didn't understand Facebook as they had set themselves up as a "person" years ago, and never made the switch to a page. In the past I would say this is a horrible idea. The first reason being you have to approve friends versus allowing people to click one button and become a fan. The second, and probably most important, is it goes against Facebook's terms, businesses are supposed to be pages. The third being you have limited access to resources - analytics, advertising buys, check-ins.
However, I'm going to have to eat my words because I noticed something unusual. The "pages" set up as a person were getting 100 + likes a post with a fanbase that was only a few hundred strong. A 50% engagement rate without advertising on a FB page is unheard of today.
So, what was happening? These "pages" weren't being penalized by the decrease in organic reach because Facebook was viewing them as people. Their content was actually reaching their fans. Remember those days?
I don't condone you setting up a business as a person for the reasons mentioned above, but it does speak to the fact as a page you are going to have to work harder than ever before. Set up advertising, mine your analytics and create content worth sharing.
Giving Admin access to your Facebook page is like handing over the keys to your car. There should be some level of trust, some level of mutual understanding and some knowledge that no matter how well your friend "drives" you're opening yourself up to more risk. If you are going to give someone access to your page make sure you take the following steps:
1. Select the right role:
Facebook allows you to select various levels of access from Admin (all powerful) to Analyst (simply has access to page insights but no power to post or comment as the brand).
2. Discuss expectations:
If you are going to give someone more access versus less be sure to define who is doing what so you aren't double posting or worse, assuming the other person will respond to fans / customer service issues. To a fan it is all one brand voice so you don't want to stumble over one another internally.
3. Limit access but not too much access.
You should have at least two people from your company as admins at all times in case one person quits or forgets his/her password. There's nothing wrong with giving agency partners access but once you've moved on from that relationship, be sure to remove them from the page. Same goes with an employee who quits or is let go.
You want to believe the best in people, and you should, but always remember to protect yourself and your brand identity at the same time. Too often people are too casual about admin access.
Social Media is constantly evolving, sometimes this works in businesses' favor and sometimes against. Facebook’s latest move to decrease organic reach is a blow to many marketers but it should also be a wake up call – get ready for pay to play. I liken it to when one airline charges for baggage, opening the flood gates for others to do the same. Pretty soon all networks will require some sort of ad spend, and for those who want to stay in the game they’ll need to learn the basics of social media ad buying. After all...what’s the point in creating content that nobody sees?
- Facebook: The Promoted Post versus the Like Ad. Facebook offers several different type of ad campaigns but at the heart of it all the ads either work to drive people to your page to become a fan or to increase the reach of your content.
- Twitter – Twitter follows Facebook’s lead when it comes to advertising offering similar products to the Promoted Post and Like Ad.
Both of these ad platforms are self-service. The two musts for setting up an ad buy: 1. Access - you must be an admin of the Facebook page or have the username/password to the Twitter account in order to run a campaign. 2. Payment – You need to have a credit card tied to that specific account (for Facebook this is set up through your personal account, for Twitter it is through the brand’s page). More tips to come…what questions do you have about social media advertising?
As a social media marketer I find myself dabbling in all areas of marketing from copy-writing to customer service to design and media buying. Often a good social media marketer has to take on several roles to run a page successfully. And a really good social media marketer knows when to outsource the areas that just aren't his or her forte (insert graphic design here for me). Sometimes there will be the dream client with a load of great information already packaged in bite-sized 140 character nuggets, tons of beautiful imagery and a specific ad budget set aside for promoted posts, but most often, this isn't the case. Usually your social media marketer is going to have to pick up the slack where your creative assets fall short. Herein lies the problem - you can't pay as much for a well-designed Facebook photo as you would for a magazine layout, yet visuals are key on social. You can't pay as much for a well-crafted tweet as you would for your brochure copy, but pumping out content frequently is a must. You can't pay an hourly rate to watch your pages around the clock, yet we live in a 24/7 world. To pay the same prices you've been paying for traditional media on social would be outrageous, but in some ways you need more support than ever - more content, more coverage, more "always on" advertising to feed the hungry Facebook beast.
Should you throw in the towel now? No. There are those of us out there who are coming up with social media packages every day which offer realistic pricing. We're figuring out what content already exists that we can repurpose, how many customer replies on average you'll get a week and the most efficient way to spend your ad dollars to extend your reach.
It's the wild west out there in terms of pricing and there is a range. Talk to several companies and if someone is selling you social media services for what seems like an incredibly low rate be sure to ask them these questions.
- How many posts a week will you create? Do the posts include visuals?
- How many days a week will you monitor my page?
- If I run an ad campaign will you set that up?
- Does this quote include any reporting/measurement?
- How do you plan on using social to help me meet my business goals?
The social media marketer of today is a hybrid marketer merging a variety of talents in order to create content on the go. If you're getting your social for the low low cost of $99/month, there's probably something wrong.
Remember when Facebook ads used to be a nice to have? If you want to reach even a third of your fanbase those days are over. As Facebook decreases the organic reach of pages you can expect less than 10% of your fans to see your content. Here are a few strategies for tackling the ever decreasing organic reach.
There's been a lot of talk around teens leaving Facebook, and if you're a brand that's targeting teens that's cause for concern. But if you're a brand targeting teens, my guess is you've seen it coming. Heck, even Facebook has seen it coming. They've offered to buy Snapchat. They tried to launch Poke. They purchased Instagram. The writing has been on the wall for awhile and while Zuckerberg may be many things, stupid he is not. For those not targeting teens your target demo is most likely spending an inordinate amount of time on Facebook. Look at all the stats and Facebook still reigns king. Will it in five years, ten years? Who knows? But you can't predict the future. It's like hesitating to advertise on a certain TV show because you're not sure it will be popular three years from now.
What you should be doing is focusing a majority of your efforts where your customers are spending their time now. Not where you think they may be five years from now, and not panicking. Don't get me wrong, there's nothing wrong with preparing for the future. You should be thinking about how to collect data from your Facebook fans. Get their information in your database so if you do ever jump ship from Facebook you can stay in touch. But don't let a few articles, whether it be the crazy Princeton infectious disease study or the fear-based "teens are leaving" headlines, drive your marketing plan. Get a grip, stay calm and talk to your customers while they're still checking the newsfeed.
The first step in launching a social media presence is to select the right network. At the end of the day you want to be where your audience is spending time, which means taking a look at a variety of factors including demographics. The Wall Street Journal reported on a recent Pew Research study breaking down the various networks by ethnicity.
Be smart about your social presence and be where your customers are spending time.
Wondering what to pay attention to in 2014 on social media? Here are a few things to keep on your radar.