Archive for the ‘Guides’ Category
A strong and authentic brand voice is more important now than ever in the age of social media; you want to be approachable, human, and responsive on your social accounts while still matching the overall tone and messaging of your brand. Accomplishing all of that can seem incredibly overwhelming, and there are several circumstances where building from the past can be especially helpful: taking over from someone else who built the voice for a brand (or even created it), creating and establishing the voice of a brand yourself, or wanting to build something bigger and better than your brand- or a competitor- has built in the past.
So just exactly how do you go about doing this? Let’s break it down.
Taking over a brand’s voice.
As your predecessor most likely won’t leave behind a checklist of how they went about establishing a brand’s voice and what you should do to maintain and further build it, that burden falls to you.
Depending on your resources- just you, or a team and branded documents that provide guidelines, etc- there are a few ways you can go about doing this. Obviously a good start is reading over recent posts, but sampling from accounts such as Twitter a few different times throughout the brand’s history is the best way to really learn how the voice evolved– and if and when it ever derailed. Sampling from specific campaigns will give you an idea of how a brand’s voice was meant to reach larger audiences, bring in new customers, and interact with them.
Here are some good questions to keep in mind while you work:
- Is the existing voice appropriate for our audience? This is the most important question to ask, because it should inform your entire plan.
- Is there a lot of turnover in the voice, or consistency? If there hasn’t been consistency in the past, pay attention to the interactions during more experimental times to take note of what worked and what didn’t. Use that information to build out brand voice guidelines, both for yourself and any teammates you have now or in the future.
- What about cross-platform consistency? Did tweets get automatically shared to Facebook? Or Instagram posts? Was the language the same in each place, or were messages tailored to each platform, but matching in tone? The latter is definitely what you want to aim for.
- Which formats have been most successful? Does the brand Twitter account, for example, only tweet in proper English? Has it used popular abbreviations in the past, seriously or as a joke? (And were these jokes well-received?) What about photos and videos; if those are used, do they match the tone of the tweets or did they clearly come from another team with little communication?
- How many interactions and how much sharing has there been vs. straight promotion? If the brand hasn’t been answering questions, interacting with fans and followers, and sharing useful content from other sources in the past, these are good practices to implement immediately. They make a brand friendlier, more human, more approachable.
These questions will help you establish consistency in brand voice, which makes you instantly recognizable to customers, potential customers, and fans.
Building a brand voice from scratch.
Starting from scratch is always both terrifying and liberating, and fortunately there is also the example of those who have come before- both good and bad- to lead your efforts.
The list of questions in the previous section can still apply to you; simply build guidelines of your own based on them. The most important question is still the first one: Who is my audience, where do they spend time, and how do they speak to each other and to or about brands in that space? Nothing other than listening can address this question and help you build from there. It doesn’t matter how clever and helpful the voice is that you establish if it doesn’t reach the right people or is reaching those who aren’t interested in what your brand offers.
An additional strategy involves looking at past tweets from campaigns of brands you admire or that are your competition. These can give you invaluable insight into how to build things for your own brand moving forward. Ask:
- What did well? (Or badly.)
- And for whom?
The simplest questions are often the most important ones. Address details like cross-sharing on platforms, tailoring messages, frequency of posts after you’ve established the foundation of your voice. These things are still important and still inform the overall presentation and reception of your brand.
So what’s my next step?
If you’re interested in gaining access to old tweets and Twitter campaigns, then our premium historical analytics are for you. We have ability to reach all the way back to the first public tweet posted in March 2006 – we have access to the full archive of historical Twitter data from Gnip – and we can search anything and everything you can think of. This goes beyond the scope of basic Twitter search and anything that can be pulled with Twitter’s public API; the information you can get from those sources is limited to about a week back. But the historical archive includes the full archive from Twitter itself, and you cannot get that just anywhere.
There’s more here about the specifics of how it works and you can also request a quote. Historical analytics start at $49. Pricing is based on report duration and tweet volume.
Got any more questions? Shoot us an email.
Image courtesy NYPL Digital Gallery
Over the last few years we’ve watched the handwringing over social media and its usefulness evolve into campaigns with large social tie-ins, and stand-alone social campaigns. One of the industries that embraced this early- with both success and failure- was the automotive industry. Cars are seen as a necessary purchase for many households, particularly in cities where no reliable public transportation exists.
While Millennials are buying fewer cars right now, that doesn’t mean they won’t be doing so in a future of improved economic prospects. Smart automotive companies are targeting the next generation of car buyers on the social networks where they hang out.
Who has done it right?
One of the earliest and most comprehensive social campaigns came from Ford- an overall early social media embracer- and was centered around the launch of their new Ford Fiesta in 2009. It was successful enough that they’ve “remixed” the campaign for the 2014 Fiesta. The key to Ford’s success in this campaign was reaching out to their target customers where they were already hanging out- in this case, courting successful YouTubers- and giving them content for compelling storytelling: a car to use and take on adventures, and give honest reviews about. This strategy was designed to benefit both Ford and the vloggers, and it did, as per this Businessweek article discussing the campaign’s results:
“Fiesta got 6.5 million YouTube views and 50,000 requests for information about the car—virtually none from people who already had a Ford in the garage. Ford sold 10,000 units in the first six days of sales. The results came at a relatively small cost. The Fiesta Movement is reputed to have cost a small fraction of the typical national TV campaign.”
YouTubers don’t just spend time on YouTube either; they use platforms like Twitter to increase their exposure, find new viewers and subscribers, and connect with fans new and old– along with other YouTubers and brands.
Reason enough to remix it.
Other notable campaigns include an effort from AutoTrader, who put the fate of a car hanging over the Thames in Twitter’s hands, and more recently Toyota, who partnered with The Muppets around their latest movie Muppets Most Wanted to let the public know their Toyota Highlander has #NoRoomForBoring. Launched around this year’s Super Bowl, the ad campaign featured massive social tie-ins, with related tweets and posts to Instagram from both companies.
— Toyota USA (@Toyota) February 1, 2014
— The Muppets (@TheMuppets) February 1, 2014
From Toyota’s Instagram.
From The Muppet’s Instagram.
We took a look at their Super Bowl results after the game (along with other brands), and partnering with lovable, family friendly Muppets was definitely a wise choice for Toyota. They’ve continued the brand partnership and campaign through the premiere of Muppets Most Wanted.
— Toyota USA (@Toyota) March 12, 2014
How do I plan this?
Before you start planning a social campaign, there are important questions to ask yourself. These will help you figure out what you’re going to measure as well (which we’ll get to in a minute):
Who is my target audience? Specific demographics tend to spend more time on specific platforms. Do the research and go where your people are.
Where do they hang out? Obviously whichever platform that is, is where you’ll want to be. If you’re a luxury vehicle brand, you might want to use Instagram to show off stunning visuals of your vehicles, tapping into the aspirational among Instagram users.
How do they talk in that space? Pay attention to how your target audience speaks to their friends, to brands, and just about brands. The golden rule of social media marketing is always listen first.
How do you, as a customer, like to be approached? Everyone has had good and bad customer experiences. Reflecting on your own can help in building a good experience for others.
Once you’ve answered those questions, plan to:
Talk to your audience and with them, not at them. This is why listening is so important.
Present your content in a beautiful and compelling way. Looking and listening can also inform the storytelling you’ll be doing on any platform. It should be high-quality, compelling, useful, and beautiful in form and function. When you’re approaching someone on a space they use for social interaction with their friends and family, be respectful of their time and attention so they won’t resent your presence and think of it as an unwanted invasion.
Involve your audience. The successful campaigns we referenced earlier have been interactive and smartly researched. The campaigns involving user-generated content that have backfired didn’t take the time to understand the audience they would be involving– and the audience shot back.
What should I measure?
There is no one right answer to this, because every company’s goals are different, as are the goals of every campaign. A lot of this is going to depend on how you answered the questions in the previous section; certain tactics will be more successful with different demographic groups and on different platforms.
Twitter is “especially appealing to 18-29-year-olds”, but there are “no significant differences by gender, household income or education” according to Pew Research via Marketing Charts. The same survey found Instagram to be especially appealing to women of the same age group. Do your research and use demographic information like this to tailor your campaign message for each platform, speaking to your target audience in the platform’s native language and to whomever you’re trying to reach there.
Further, look at what kinds of storytelling do best on each platform and let that inform your measurement goals: Will visuals on Instagram help raise brand awareness, while you tailor your message for Twitter to bring in sales? The most important question to answer is: What does success look like to you and your brand? That will tell you what you need to be measuring. For example:
- If brand awareness is your goal, share of voice measurement will be important to monitor before, during and after your campaign
- If you’re looking to drive sales, bring your sales team onboard to decide what success will look like and how you’ll measure the traffic driving it
- If you want to gain new fans and followers, share of voice will be important alongside paying attention to the reach of your campaign; don’t just concentrate on vanity metrics like the number of followers you have (though these are good baseline indicators).
- If you want to see how a new Twitter campaign has improved over past campaigns, you’ll need historical Twitter data.
Need more references and help? Check out The 5 Easy Steps To Measure Your Social Media Campaigns, or shoot us an email to see how we can help. We’re always here.
We’ve written before about the five questions you should be asking your social analytics provider, and we wanted to make it clear what you’re getting when you choose TweetReach Pro. If you still have questions after you read this, feel free to share them in the comments below, or drop us a line. We’ll be happy to help answer them!
Does Union Metrics have access to the Twitter firehose for TweetReach?
This is a question we get fairly often, and although we address it in our help docs, we also wanted to address it here as it’s a little more complicated than it might seem. The short answer is yes. As for the long answer…
Twitter has two licensed data resellers - Gnip and Datasift - who can provide access to the full Twitter firehose to third parties. The full Twitter firehose includes full-coverage, real-time streaming access to all of the data from Twitter. In most cases, direct access to the full firehose is unnecessary, not to mention very expensive to consume and store. After all, as of last fall, Twitter has 215 million monthly active users, 100 million daily active users, and sees 500 million tweets per day.
So companies like us here at Union Metrics work with one of these data resellers, who have built powerful filtering tools on top of the Twitter firehose to provide high-quality access to the data we need. This makes it more efficient in both time and money for us provide the detailed, comprehensive Twitter analytics our customers want. We’ve elected to work with Gnip, and in fact are part of their Plugged In to Gnip partner program, which means they recognize that we can deliver you the highest quality Twitter data available through licensed access to the full Twitter firehose. This means you don’t have to worry about missing any data.
Our TweetReach Pro Trackers are built on Gnip’s real-time PowerTrack stream, meaning we have full access to all tweets as they are posted – with no rate limits! – for any keyword, hashtag or account you want to analyze. Similarly, TweetReach premium historical analytics are built on Gnip’s Historical PowerTrack product, and provide complete access to the Twitter archive, dating back to March of 2006. Both include full tweet coverage.
To sum up: TweetReach Twitter analytics are built from licensed access to the full Twitter firehose through Gnip.
What about Union Metrics’ other products?
Union Metrics is a certified Plugged In To Gnip partner, which means we have commercially licensed, full-coverage access to both Twitter and Tumblr data. That’s reliable, reputable data you can count on, both now and in the future. Here’s the breakdown of the data source for each of our products:
- Our TweetReach Pro Trackers have Gnip PowerTrack access – that’s full coverage of all public tweets in real time for any search terms you enter. That means no missed tweets and no sampling.
- Our TweetReach snapshot reports use the Twitter Search API, so they’re great for quick estimates of recent activity, but are limited to about 1500 tweets from the past week.
- Our TweetReach premium historical analytics use Gnip’s Historical PowerTrack. That gives us full access to any public tweet in Twitter’s history, dating back to the very first tweet posted in March 2006.
- Finally, with Union Metrics for Tumblr, we consume the full Tumblr firehose. That means we process 100% of all public posts, notes and other Tumblr activities.
If you have any other questions about our data access, please just ask!
Keep it simple with TweetReach snapshot reports! Here are a few things to keep in mind when you’re running a snapshot report:
1. Snapshots will analyze tweets up to one week old. Snapshots pull tweets from up to 7 days ago, so be sure you run them as soon as you can after your event. Older tweets are only available through our premium historical analytics.
2. Full snapshots will include up to 1,500 tweets. Due to restrictions from Twitter’s Search API (more on that below), a full snapshot report is limited to about 1500 tweets from the past week. If your topic or hashtag had more tweets than that, we’ll go back until we hit that limit, but won’t be able to pull them all into a snapshot report. For higher-volume topics, try our historical analytics or ongoing Pro Trackers.
3. A snapshot report is just that – a snapshot. We use the Twitter Search API for our snapshot report data, and it operates more on relevancy than on completeness. This means it will pull everything that Twitter considers most relevant to your search query from the past seven days, so some tweets or users might be missing from your results. For more complete results, try our Pro Tracker, which has access to the full-fidelity, real-time Twitter stream.
4. Narrow your snapshot search dates with filters. If you want more specific results for a snapshot report, you can include date filters. The since: and until: operators allow you to select a specific date range within the past week for your search. For example, let’s say you want to see all #TBT tweets for December 12, 2013 through December 17, 2013. Search for #TBT since:2013-12-12 until:2013-12-18 (use the YYYY-MM-DD format, which is tied to 00:00 for each date). Like this:
5. Tweets in our snapshot reports are displayed in the Universal Coordinated Time zone (UTC). This is to simplify and standardize our reporting across all time zones. If you need help converting UTC to your time zone, try this converter.
Friday was expected to be the biggest travel day of the year, but a lot of you are still headed home for the holidays and maybe still scrambling to book last minute New Year’s plans. Whether it’s something fairly local, or that big trip abroad you’ve always wanted to take that you’re finally booking as a New Year’s resolution, we’ve got some tips and resources to help make traveling easier on you:
Your network: Get information about experiences from those who have been there that you trust by talking to your network on Twitter, Tumblr, and more to see what you should splurge on, what you should skip, and what to expect in different cities and countries. A Twitter friend might even offer to show you around, or point you to someone who can help with local recommendations. (Want to grow that network? Check out our list of Twitter travel resources.)
Check out the social accounts of locals: Headed to Paris, or Perth? Check out the accounts of some locals to get an idea of the kinds of non-touristy activities and places to eat and drink around around your destination. Strike up a conversation and ask questions if they seem open to it; a lot of people love to share hidden gems of their own town so visitors enjoy themselves.
Connect with companies: Is the place you’re staying on Instagram? Is the rental company you’re getting a car from on Twitter? Does the airline you’re flying on have a Tumblr? Get familiar with their services through these channels– and you might even stumble onto a social-media-only deal or two!
Utilize Pinterest for Planning: Start a Pinterest board for ideas for your trip: sites you want to see, things you don’t want to forget to pack, places you want to eat. Search the site to see if anyone has made such a board already, and you might pick up some unexpected and handy tips. Same goes for boards from locals; their fashion board might tell you more about what to pack than any weather report could.
Catalog: Instagram is a great way to share snapshots of your trip as you’re on it. Limit yourself to one to two photos a day so you’ve got a little something to let friends and family know what you’re up to without distracting yourself from enjoying the moment.
Save some pennies: Couchsurfing and Airbnb have both become popular alternatives to hotels. Couchsurfing in particular is a free service, where hosts give travelers a place to stay out of the kindness of their hearts in the spirit of travel. Airbnb lets you choose from a variety of accommodation options that give you a more local feel than a hotel. If you decide to use either service, be sure you check out the reviews of the host and/or space to make sure you know what you’re getting into
YouTube Travel Channels: If you like your travel advice in video form with the possibility of inappropriate jokes, then YouTube travel channels are just for you. The channel Maila AuParis has a series on CouchSurfing in addition to a lot of other travel videos. The Expert Vagabond and Mashable both have roundups of YouTube travel channels to inspire, instruct, and more. And don’t forget about the big guys: Lonely Planet and The Travel Channel both have YouTube channels of their own.
Traveling with pets: BlogPaws has a travel category with safety tips and more for traveling with pets. Keep track of pet-friendly hotels at PetsWelcome, and be sure to check the TSA guidelines for flying with pets if that’s in your plan. You’ll want to see specifically what your airline says about traveling with pets as well.
Traveling with children: Last year the New York Times covered innovative travel products to ease the burden of packing for and hauling around quick-to-tire small children. The CDC has health and safety tips while the TSA goes over what is expected of your child in airline security lines. If you’re sending a minor unaccompanied on a flight, check with your particular airline to see what the procedures and expectations are.
Apps to check out: CNN has a whole category on their site covering travel apps of all descriptions. If you’re a lover of travel guides, check to see if they offer apps to go along with them. That way you’ll have information on the ground without carrying around the guide itself, and many also have a social component. Also consider downloading a few language apps if you’re traveling to a foreign country, so you can practice common words and phrases.
Got any tips we missed? Leave ‘em in the comments, or tell us about them on Twitter. Safe travels, and happy holidays!
Good native advertising isn’t about blending so seamlessly into the platform you’re advertising on that you trick consumers into clicking on your ad– it’s showing them that you’ve taken the time to deeply understand the place they choose to spend their time by crafting an original piece of content that fits the form and spirit of it. You don’t just want to appear to be a part of the community; you want to take the time to become part of the community, and show that you have something to offer it just like any other member.
The holidays in particular are a time brands should be mindful of how they approach the communities their customers have built on different platforms. In the stream of continual “BUY! GIFTS! SPEND!” you don’t want to come across as pushing into a formerly free, personal space with an aggressively out of place advertisement. Take the time to do it right, like these examples that follow, or rethink doing it at all.
Although Instagram ads haven’t been around very long, they’re already showing a lot of promise, which likely has a lot to do with Instagram’s commitment to rolling ads out slowly and working with brands that are taking the time to understand what users enjoy about the platform: Interesting visuals, a way to examine and showcase the things they love with friends they know in real life, and the virtual ones they’ve made.
Instagram also feels more intimate and candid than a press photo of a celebrity, allowing users who follow their “faves” to feel a little like they have an inside look at the life of who they admire. This can extend to brands, who have an opportunity to share a creative, more personal side not achievable in other forms of advertising; smart brands are taking advantage of this.
Ben & Jerry’s has been celebrated for doing it right on Instagram by posting creative images simply sharing their enthusiastic love for ice cream while also incorporating timely themes. According to AdWeek, they’ve gone from an “average daily follower growth [of] 429, pre-ads, to more than 7,200, post-ads.”
Tie-in ad with the new Anchorman movie: 250k+ Likes
Likes and follows might be dismissed by many as vanity metrics, but they’re the perfect jumping off point. Growing your audience is the first step to getting more eyeballs on your products, but a lot of ad formats can achieve that. Social platforms go further by increasing engagement with customers and potential customers, especially if brands reach out with questions and contests that reward participation.
Tumblr recently released its 2013 Year in Review, including a look at which sponsored posts performed the best. The top posts from the Tumblr Radar also included some promotional content; namely Beyoncé from the Super Bowl (we wrote about her Super Bowl popularity over on our Tumblr). Sponsored Radar posts were the first form of Tumblr advertising, and seeing a promotional post in the top posts of the year is important as it means users loved the content enough to share it as many times as the original content that came out of every other community on the site.
The most popular sponsored post on Tumblr was from streaming site Hulu and featured a gif from a movie they were showing from the Criterion Collection, free for a weekend: The Red Balloon. Visual elements like gifs perform consistently well on Tumblr, and the copy had the kind of slightly off-beat sense of humor Tumblr users are known for.
This gif post saw 326.2k+ notes
Hulu didn’t just slap a gif on a site known for using them; they spent the time to create and share something they hoped members of the film community- and anyone else who came across it- on Tumblr would genuinely enjoy. It seems they succeeded.
Brands are entering the social spaces where people have been exchanging ideas, creations, friendship, and more for years. In approaching that with respect, brands can become meaningful contributors to the communities full of the customers they hope to reach, rather than resented traveling salesmen.
Adding a little festive cheer in this time of year won’t hurt, either.
Just follow the lead of the ice cream men.
When you’re setting up a Tracker in your Pro account we want to make sure you get the best results possible. One thing that can be tricky is words with accent marks, such as crêpe, doppelgänger, or crème brûlée. Twitter treats accented letters as completely different letters from their unaccented counterparts. If you are searching for a hashtag or keyword that’s accented, it’s best to set up your Tracker terms to include both the accented and un-accented spelling (but only in Trackers; snapshot reports will return both results regardless of which you search and you can see an example of one at the end of this post), like this:
For more specific results, there are two ways to filter by language in a Tracker to help capture more relevant tweets. For example, let’s say you’re tracking crêpe as the keyword for a contest for a French company, but you think some English speakers participating might leave off the accent marks. You can select the Universal language filters to only return results in French, like this:
Or you can set it up to return accented results in French and non-accented results in English by putting a separate language filter at the end of each query line, like this:
If you’re keeping it simple just to get an idea of the conversation around crêpes, a snapshot report would look like this.
Are you new to TweetReach or want to learn more about our products?
Second, if you’d like to set up ongoing monitoring for any Twitter account or keyword-based topic, check ourTweetReach Pro. Starting at just $84 per month, it’s a great and affordable way to start tracking and analyzing your tweets in real time. Contact our sales team if you have any questions at all.
Hashtags are a delightful, double-edged sword. On one hand, they enable you to organize your tweets so they can be found by others interested in the same type of content. On the other hand, they can be hijacked by those looking to capitalize on the popularity of particular hashtag. With that in mind, you’ll want to go through a checklist of several hashtag best practices to get the most out of using them without wasting a good tweet on a bad hashtag.
Create your hashtag
Keep it short, relevant, and simple. If you use a really long hashtag, people won’t have as much room to add their thoughts. For example: #MMchat stands for #MarketingMondays (a Twitter chat*), but the full version is too long to use in an interactive Twitter event. You want attendees to be able to add as much as possible to the conversation.
Test your hashtag
Once you’ve come up with a snappy hashtag, you need to find out: Is it already being used? Is this particular hashtag routinely spammed by random, unrelated accounts? (If you’re using a general hashtag to increase reach on a post- which we cover in the next section- you’ll want to avoid hashtags that get spammed by unrelated accounts.) Do a quick search on Twitter to see if a hashtag is already being used and, if so, how. For example, searching #socialchat turns up that it’s already a popular hashtag in use for a tweet chat which means you’d want to pick something different for your chat or event. The general hashtag #socialmedia is fast moving and full of information, but also routinely gets spammed. You might test out using it, but know that it’s easy for your post to get lost in the flow of information.
For a more detailed look at how to maximize your hashtag use for both tweet chats (similar to Twitter parties, but reoccurring) and events such as conferences, you might want to check out these other posts:
Get more out of a hashtag
You can extend the reach of a post by using more popular and general hashtags– in moderation. For example: If you’re talking about analytics, #measure and #msure are great hashtags to use in order to expose your post to a larger audience of people interested in data measurement. We don’t recommend using more than three hashtags in the majority of your tweets, however; too many hashtags look spammy.
Searching broader hashtags related to your industry will also help you find interesting content to learn from and share on your own accounts, in addition to surfacing interesting influencers to follow.
Hashtags are also a great way to find people who share similar interests to you outside of work, particularly with the rise of social television:
Track your hashtag: Includes TweetReach-specific tips
You can track hashtags using our tools- either to get an idea of a conversation in a snapshot report (free, or a $20 full report) or monitor an ongoing conversation in a TweetReach Pro Tracker. Why would you want to do this? Hashtags can give you a great idea of the conversation around specific topics or events that are affecting the general population– or you in particular, if it’s a campaign hashtag you want to know the reach and results of.
How do you make sure you’re getting all the information you need? Check out:
Have a hashtag question we didn’t address? Leave it in the comments, or find us on Twitter. Happy hashtagging!
*Twitter chats, or tweet chats, are reoccurring virtual events where people meet to discuss various topics using a hashtag to connect the conversation. They’re a great way to network, and increase or share your knowledge on a topic.
You don’t have to go Pro to save your TweetReach snapshot reports. As long as you’ve registered for a free TweetReach account - and you’re logged in! – you can save every report you run for future access in your My Reports archive. That applies to both free, 50-tweet snapshots, as well as full, $20 snapshots. Just be sure to log in to your account before you run your next snapshot report.
And whenever you purchase a full snapshot report, you’ll still receive an email copy and a receipt. If you happen to purchase a report while you were logged out, just send us an email and we’ll be happy to move it into your account.
Are you new to TweetReach or want to learn more about our products?
Second, if you’d like to set up ongoing monitoring for any Twitter account or keyword-based topic, check our TweetReach Pro. Starting at just $84 per month, it’s a great and affordable way to start tracking and analyzing your tweets in real time. Contact our sales team if you have any questions at all.
If you buy one of our full snapshot reports (up to 1500 tweets, posted up to one week ago), then we’ll send you an email with your snapshot report, as well as a receipt for your purchase.
In that report email, you’ll have links to access your report and receipt online, download a PDF, export a CSV file and find our support contact information. Here’s an example of that email:
So, when you order your report, don’t lose this email! It has your receipt and report info, in case you need it later. But if you do lose the email, call or email us and we’ll be happy to send you another copy!