Posts tagged as:

Social Media

Getting Past the Social Echo

by · October 20, 2014

Listening is an important part of social strategy. It is important to know what’s being said about your brand where and by whom. I would argue that it is more important to listen to the conversations in your category or industry. In the past, I have called this delineation listening to respond (branded listening) and listening to understand (category listening). And here’s the big problem, when you are listening to just your brand, all you can hear is the echo of your own voice. Brands are creating more and more content each day and this content is being shared on their social channels and it is not following the 80/20 rule, so, the conversation is usually about you. And when you listen to respond, you will see your word clouds be, well, all about YOU. Which doesn’t tell you a whole heaping lot about the conversation. You might see that your brand or product is being mentioned frequently in social channels. And you might be cheering about that, until you see that the mentions are coming from YOU.

0 comments

Is Your Company’s Current Organizational Structure Well Suited For Social Media?

by · October 9, 2014

Take a minute to think about all the corporate pages you see on Facebook, Instagram, and Twitter. Who manages those accounts?

Since social media is a relatively new concept, many companies are uncertain of how to manage their pages.

Imagine the following scenario (it happens every day): an upset customer heads to a company’s social media page to air his or her grievances. Assume that the Marketing department is in charge of the page, so they’re notified first. The Marketing department would probably bring the Service Quality department in to explain the situation, and why not bring in the Public Relations department as well.

0 comments

Do You Ello?

by · October 1, 2014

Did you know there is a new social network site that’s receiving more than 30,000 requests to join every hour? And did you know that they‘re telling all of those people no? In fact, the only way you can join right now is to be invited by one of their members, or alternatively, purchase a member’s invite on eBay for up to $500. Why are people frantically searching the Internet for someone they know who will give them an invite? The answer, it seems, is no ads. There is a growing number of people who have become frustrated with Facebook and those people have responded strongly to the this company manifesto, which has been getting a lot of buzz lately: 

0 comments

Why the Photo Explosion Isn’t a Technology Story

by · September 16, 2014

Nearly one trillion photos will be taken in 2014 alone, equal to a quarter of all the photos snapped in the first 170 years of photography’s existence. From retina-resolution selfies to lo-fi cityscapes, this body of content is not just more abundant, but also more diverse in subject matter, style, and authorship than ever before.

But how can brands put this powerful content to work for them? The first step is to get to know the people behind the photos.

Our new ebook The Rise of The Visual Creators focuses on the rise of a new creative class, and the incredible numbers it leaves in its wake.

0 comments

Is Fun Content Over-rated?

by · September 11, 2014

So your friend would be Bender if he were in the Breakfast Club according to BuzzFeed. How about that? And people are clicking all over that stuff and sharing liberally. Someone somewhere is getting your feed’s attention and it wasn’t you. You know why? Apparently that stuff is fun. Not for me, per se, but for the gaggle of people I know on Facebook it must be the most fun thing in the world. And guess what, people like fun. At first, I thought this was all about the fun, but then I realized, it is exactly the type of fun people like. They like fun that is all about them.

So, if you can make your content fun and totally focused on the id and ego of the reader…#win. But what if your brand isn’t inherently fun? There are a ton of products and services in the world that are not at all fun, no matter what. What if you’re a bank or a cable company or other utility? No offense banks and cable companies, but it is the rare individual who views your products and services as “fun”. Yes, cable companies provide entertainment, and banks can help you buy something fun like a motorcycle, but they are merely the conduits to fun. They aren’t the backbone of fun.

0 comments

How to Advance the Customer Relationship

by · September 3, 2014

Last week, I wrote a post about raising the bar on customer relationships and how owning an email address is not a relationship. That an email address is a data point and nowhere near “relationship” status. I’ve encouraged brands of all shapes and sizes to work harder to forge a meaningful relationship with their customers; one that the customer values and the brand nurtures. I’ve come to realize that there are so many things a brand can do to nurture a relationship with a customer. The ones that come top of mind are all related to transparency. Of all the scary things I tell people when it comes to getting the best possible results from social media marketing (things like “don’t talk about your brand all the time” and to measure your results), the one that makes them visibly shiver is related to transparency.

2 comments

Raising the bar: Customer relationships

by · August 29, 2014

The past few months I have been a little focused, some may say obsessed, with lowering the bar. From my post on creating less content to my ideas on having a point in your social media marketing. I’ve been talking about being more deliberate, I’ve encouraged people to lower the bar in terms of being useful instead of human and being a trusted resource instead of a thought leader. Well, today, I want us to raise the bar on one thing: customer relationships.

7 comments

Consider the trusted resource

by · August 21, 2014

A few weeks back Nichole Kelly wrote a series about ego and social and it took me a few weeks to really marinate in her words, the thing that I keep coming back to is this: We are overshooting social media. If the idea was to connect people with people with more immediacy than ever realized before, the opportunity for brands was to transition from monolog to dialog. It is simple. Have a conversation with your customer. Answer their questions. Take care of them when they need you. Occasionally introduce them to new products and services, but mostly, offer them an opportunity to dialog. It is something I like to see from my favorite brands. I like to get ideas for my home and get inspiration for dinner from my favorite brands.

10 comments

Integrating Print Signage and Social Media to Extend Your Marketing Reach

by · August 19, 2014

Now is a better time than ever to use a combination of both print marketing materials and social media tactics in a glorious cycle of promotion that gets all of your great content seen. While social media is king of communication and customer engagement these days, its ubiquitous presence is making print advertising more and more of a nostalgic novelty. In a world of things digital, our brains respond to advertising that is tangible and demands to be seen.

But how do you make your signage and social media accounts the perfect tag-team? There’s more to the strategy than tacking an array of social media icons onto your printed advertisements. Your content must interact coherently across all channels to advance your overall image and message.

2 comments