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The Week in Social Analytics #116

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

10 Online Marketing Metrics You Need To Be Measuring [from Forbes; written by Jayson DeMers]

“This is because the return on investment on marketing is, in many cases, unpredictable. . .Solid metrics give you the insight to overcome this hurdle of unpredictability.”

How to Develop Rapport With Influencers via Social Media [from Marketing Profs; written by Vibhu Satpaul]

“Have different KPIs for different social media channels. After all, those channels are different from each other; your approach to each will be different, as will which objective is best suited for each.”

What is ‘best practice’? [from Econsultancy; written by Graham Oakes]

“No matter how badly we do, if we can suggest that thousands of other professionals would have done exactly the same in our situation, then we’re safe. No one can blame us for the failure. We were just unlucky.”

How Are Marketers Planning to Maximize Their Value in the Next Year? [from Marketing Charts; written by staff]

“Asked to choose their top 3 from 10 options, marketers responding from around the world converged on one clear response: improving customer segmentation and targeting. . .The focus on segmentation and targeting signals that marketers will be paying a great deal of attention to marketing analytics.”

The Secret Sauce For Creating Epic Curated Content [from Heidi Cohen]

“Epic curated content is a major content marketing effort that’s both original content and curated content because it’s co-created with participants.”

12 Ways to Boost Your Visual Media Performance [from Geoff Livingston]

“7) Twitter has gone the way of visuals, too. Make sure your work is noticed by using Twitter Cards to feature images and other information, such as a sign-up form.

Use Twitter Cards to feature full-sized images in the news stream.”

How Using Images in Social Media Marketing Can Help Improve Business [from Social Media Today; written by Nilay Dhamsania]

“Just think about all the updates, posts, tweets, status messages and pins you see every day. What is it that makes you read or click through a post? A careful analysis shows that most activity in social media sites is triggered by visual representations or images.”

How to Use Instagram Hashtags to Expand Your Reach [from Social Media Examiner; written by Eric Sornoso]

“At this point, Instagram hashtag density tends to be much greater than Twitter’s because companies realize the success of their Instagram marketing depends on proper hashtagging.”

Emphasis added.

The Moment of Truth: Best Practices For Discovering More Moments to Engage [from Social Media Today; written by Bernadette Coleman]

“These vital moments are where you capture your customer, that moment of truth. It’s the time when a consumer shows that they are intent on purchasing something. Basically this is when all your social media, blogging, advertising, coding, among many other things you do collide. The question you seriously need to ask is, will you be the one to meet their needs?”

Written by Sarah

August 22nd, 2014 at 8:14 am

The Week in Social Analtyics #115

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

Brand Storytelling Beyond the Marketing Silo [from Business2Community; written by Anton Rius]

“Content, then, can play a part in nurturing the relationship far beyond the point of sale. With a holistic content strategy, the marketing department becomes less of a vertical within the organization and instead reaches across many departments and can affect multiple company initiatives.”

Content Marketing and Social Media: What Nonprofits Must Know [from Maximize Social Business; written by Claire Axelrad]

“. . .content marketing is not a synonym for social media. Nor is it a synonym for social deployment.”

3 Big Benefits Brands Can Get From Visual Content on Instagram [from Jeff Bullas; written by Mairead Ridge]

“. . .90% of information transmitted to the brain is visual, and visuals are processed 60,000 times faster than text. Instagram’s visual appeal is a very effective way to showcase products and influence purchasing decisions.”

Is Snapchat Right for Your Brand? | Infographic [from Social Times; written by Kimberlee Morrison]

A simple flowchart can be made even simpler: If Snapchat’s demographics match your target audience, then that’s where you need to be.

How 12 Brands Used Snapchat [from Fast Company; written by Jeff Beer]

“A recent Comscore report found that with 32.9% penetration, Snapchat was the third most popular social app among 18-34-year-olds (behind Facebook and Instagram, but ahead of Twitter, Pinterest, and Vine). And if you look at just the 18-24-year-old base, the app has 50% penetration. The company is said to have about 30 million active users and claims that people send and view more than 700 million pictures and 500 million “stories”–which allow brands to create longer narratives that last 24 hours–a day.”

If that’s your target audience, then you need to pay attention to how these brands are using Snapchat to inform your own strategy. Want even more on Snapchat for brands? Check out our pieces: Snapchat for brands part I: The basics & brand specifics and Snapchat for brands part II: Brands who do it well.

Will your company’s social media efforts pay off? [from All Twitter; written by Shea Bennett

“Here’s a few social media truisms that many brands simply don’t want to hear.

1. Social media success takes time. Don’t expect overnight success. While customers increasingly expecting an almost instantaneous response to their enquiries, generating a worthwhile return on investment (ROI) requires considerable effort and patience.

2. Social media success takes resources. Do you have someone with several hours of quality time per week available to dedicate to your social strategy?

3. Social media success takes you out of your comfort zone. Are you prepared to share other people’s content in your social channels – even that of your competitors? Are you will to engage with other people and open conversations? Do you create original content that other people will want to share? Are you able to handle and respond to public criticism and customer complaints?”

Five Signs Your Company is Ready For a Brand Ambassador Program [from Mack Collier]

“The companies that aren’t ready for a Brand Ambassador program are the ones that view their customers as transactions, not people.”

US CMOs Rank Their Biggest Concerns [from Marketing Charts; written by staff]

What’s your biggest concern, CMO?

Written by Sarah

August 15th, 2014 at 9:38 am

The Week in Social Analytics #113

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

10 very cool examples of experiential marketing [from Econsultancy; written by David Moth]

Looking to go in a new direction with your next campaign? Use these examples to inspire.

The Highest Converting Images to Use on Social Media Networks [from Social Media Today; written by Jesse Aaron]

The right image can make all the difference in catching your audience’s attention.

Why It Might Be Time to Completely Change Your Social Media Strategy [from Convince & Convert; written by Jay Baer]

“In the shotgun approach, you don’t worry as much about building a big audience in any particular network, but instead building a touchpoint corral around each of your customers and fans. The holy grail isn’t one million Facebook fans, but being connected to each of your fans in as many places as possible. The more places you are connected to your customers and fans, the more places you have permission to contact them, the greater the chances that you will actually be able to contact them somehow, somewhere.

Emphasis original.

A Social Media Contest, Cole Haan, Pinterest, and the Rules [from Spin Sucks; written by Gini Dietrich]

While this happened a while ago, it’s a good reminder that brands need to know the rules before launching a campaign on a new platform. No one wants to be the one that gets made an example of by the FTC.

Want more on Pinterest? Here’s 7 Ways to Make Your Video Stand Out on Pinterest and The secret to Pinterest: no faces and new heights [Infographic].

What’s in a Detailed Buyer Persona Anyway? [from Business2Community; written by Erin Cushing]

“In the B2B realm, there are a few common areas that are always useful, and some information that is only useful in specific circumstances. Here’s the down-low on what you should consider when building your buyer persona.”

How You Can Tap Into The Power Of Twitter [from Heidi Cohen]

This piece covers 6 Twitter Community Structures Simplify Your Work; below is the Brand Cluster Twitter Structure:

“High visibility, popular brands and celebrities attract large Twitter followings who tweet, comment and share information about them. BUT followers have NO connection to each other.”

These communities tend to have large or very large followings but little connection between all of the accounts that make up the following. Also:

“It’s interesting to note that…Brand Cluster Twitter Communities do very little of their own tweeting.”

Click through for some actionable marketing tips around this Twitter community structure. Also great from Heidi this week: 7 Tactics For Content Curation Success.

Real-Time Marketing Isn’t Just About Twitter: MTV uses Snapchat, ESPN’s on Twitter, and Hyundai works Tumblr [from Adweek; written by Garett Sloane]

“Snapchat, Tumblr and Pinterest ‘have the potential to change the way the industry thinks about real-time marketing,’ said Kevin Lange, Starcom MediaVest Group’s svp of social.”

3 TV Shows Doing Social Media the Right Way [from Likeable Media; written by Jessica Chen]

“One of the most well-developed marketing plans in the industry, the marketing campaign for True Blood is a four-part ongoing project. The online campaign features strategic blogger outreach and behind-the-scenes footage and interviews. HBO most excels in maintaining the True Blood image throughout multiple platforms: the show recently created a blog for one of the ‘newly-turned’ vampires.”

How can I use Twitter’s analytics alongside TweetReach?

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Twitter’s new activity dashboard includes a set of metrics to help you understand the performance of your tweets. It provides a great complement to the Twitter account metrics we provide with TweetReach Trackers. Want to know how you can use them together to make the absolute most of your tweets? Here are a few suggestions.

1. Understand your brand’s impressions

Twitter’s analytics will tell you how many actual impressions your tweets received (defined as the number of times a user is served a tweet in their timeline or search results). Here’s an example of metrics for a tweet from our @unionmetrics account.

Screen Shot 2014-07-23 at 10.54.58 AM.png

With TweetReach, we provide a measure of potential impressions (defined as total maximum deliveries of a tweet) for each tweet. Here’s an example from a TweetReach Tracker showing maximum possible impressions for the same tweet above.

Screen Shot 2014-07-23 at 10.54.29 AM.png

Use these impressions numbers together to understand what portion of your audience you’re reaching and how impactful your tweets are.

2. Improve your tweet performance

Twitter’s new activity dashboard includes detailed metrics for each tweet, letting you know what kind of (and how much) engagement they receive. Over time, you can use this to learn what kinds of content perform better and use that to inform your Twitter strategy.

With TweetReach, we can drill even further into the content in your tweets – the hashtags and URLs you share, including those from Vines or Instagram photos cross-posted to Twitter, which is especially helpful during a campaign that spans platforms. Here’s an example:

TweetReach tweet content

Combining these sets of data you can clearly see which types of content are being shared more, clicked through or favorited more, or some combination of those. Use it to test the same content shared in slightly different ways to see which clearly resonates most with your audience, and build a stronger content strategy tweet by tweet.

Twitter activity

3. Measure engagement with your account

With Twitter, you’ll see stats on retweets, clicks, favorites and replies from the past month, including how these figures compare to the month before, like the image to the right. It’s broken down by tweets from your account, retweets and replies, and promoted tweets.

With TweetReach (pictured below), you get retweets and replies, and how that breaks down into an average retweet rate, in addition to an overview of your follower growth and the reach of your tweets. Look at an all-time overview of how many tweets you’ve sent with an average tweets per week stat, and all of your mentions, with an average tweets per contributor stat. This lets you understand your engagement levels with those who are contributing to the conversation around you; we’ll talk more about this in a minute.

TweetReach Twitter account metrics

Putting these together, you can see exactly which kind of content gets the most – and the best – engagement. If your how-to posts and tips and tricks are all getting favorited, you know which kinds of customers are looking for those resources and saving them to reference later. If your question-style headlines are getting the most clicks, you’ll know to write more of those in the future if you want to get your posts in front of more eyeballs. If your product posts are getting the most replies, look to see how many people ask further questions and how many thank you for sharing the information. Use their questions to inspire new posts and fill gaps in your FAQs.

4. Identify your biggest fans or advocates

Who’s engaging with your content and mentioning your account? TweetReach gives you a list of the top contributors to the conversation with your Twitter account, letting you know who your biggest supporters and advocates are, telling you who you should be paying attention to, engaging with, and rewarding and thanking. Being able to identify your brand advocates is absolutely invaluable to growing your following and increasing engagement.

TweetReach top contributors

Additionally, knowing who interacts with your account can help you understand more about who your audience is on Twitter. Is this the audience you want to reach? Should you shift your strategy to try and reach a slightly different audience? Twitter’s analytics will also help fill this part of the puzzle out; their follower analytics tell you where most of your followers are tweeting from and what they’re interested in.

Using TweetReach’s contributor list augmented by Twitter’s follower details will help paint a deeper portrait of the people who are most engaged with your account and the content you’re sharing. This will help you build the most informed Twitter strategy possible.

Want more?

These are just a few ways you can use TweetReach together with Twitter’s internal analytics to improve your Twitter activities. And that’s just account-based metrics. We can also track hashtags and keywords on Twitter to help you understand larger conversations and trends. Want to learn more about how we can help you measure and optimize your tweets? Let us know!

Written by Sarah

July 24th, 2014 at 12:51 pm

The Week in Social Analytics #111

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

The 8 best brands on Tumblr [from iMedia Connection; written by Brad Brief

“Part of [brands'] hesitation [to use Tumblr] could be linked to the level of commitment that a Tumblr campaign requires. To use it, and use it well, brands must provide new, interesting, and engaging content on an ongoing basis.”

Finding Tumblr’s Place In Your Social Strategy [from MarketingLand; written by Ric Dragon]

“If you do the online ethnography for your important segments, you’d do well to know if they are represented on Tumblr.  If your company sells micro-oscillator widgets that go into industrial machinery, no, this might not be the place for you. If you are consumer-oriented in any way, though, you should take a look.”

Instagram is ready to take its shot [from Fortune; written by Jessi Hempel]

“That’s true in part because Instagram has helped spawn a powerful new social phenomenon: Just as Kodak’s invention of a roll of film made it easy for almost anyone to take photographs a century ago, Instagram’s invention of a social feed paired with easy-to-use editing tools makes everyone capable of creating and sharing nuanced, edited pictures today. And that photo sharing has empowered people in powerful, unexpected ways—even those not named Kardashian or Bieber.”

The Kinds of Photos Instagram Followers Want to “Like” [from Social Media Today; written by Alexandra Jacopetti]

“Instagram is arguably the social media platform with the most opportunity for brands, but don’t post what the CEO had for lunch.”

That doesn’t mean that food is off limits; just tap into the big communities wisely. Like Dunkin Donuts and Oreo did to announce their partnership:

How brands can be brilliant at Vine [from Econsultancy; written by Christopher Ratcliff]

“Beyond the differences in length and available tools, Vine and Instagram video remain able to operate in the same space, whilst remaining unique in their own way, with brands tending to choose one or the other platform based on its own audience, content and tone of voice.”

As always, choose the platform where you audience spends their time and that fits your brand voice the best.

10 Reasons to Use Vine to Help You Build Your Brand [from Mashable; written by Bob Cargill]

“Vine presents brands with an innovative, surprisingly powerful way to take advantage of the fact that visual content performs well on social media.”

Does social media influence purchasing decisions? [from SHIFT Comm; written by Chris Penn]

“The big picture conclusion here is that while the Gallup and SHIFT polls showed that social media has influence in the minds of the consumer, the data you should be paying attention to most is your own. Pay attention to the statistical and methodological validity of data you see in the news, absolutely, but pay even closer attention to the things that influence your business first and foremost.”

A simple tip for improving your brand tone of voice guidelines [from Econsultancy; written by David Moth]

Consumers expect a consistent tone of voice from brands. Here’s how to lay out consistent ground rules for achieving that.

6 in 10 B2B Execs Agree That Social Business Has Created Value [from Marketing Charts; written by staff]

“The authors note that B2B companies are leveraging social business in a number of ways, including social data analysis to aid in product development.”

Quiz: Can You Tell What Makes a Good Tweet? [from the New York Times; written by Mike BostockJosh Katz and Nilkanth Patel]

A little informative Friday fun.

Turning ‘Likes’ Into a Career: Social Media Stars Use Instagram, Twitter and Tumblr to Build Their Career [from the New York Times; written by Sheila Marikar]

“In an era of new economies, this may be one of the most curious: the network that has sprung up to help the follower-laden stars of Instagram, Vine, Pinterest and other social media services make money by connecting them with brands wanting to advertise to their audiences. People like Mr. Lachtman and his co-founder, Rob Fishman, run what may be seen as a parallel universe to Hollywood, one in which shares and likes matter more than box-office sales and paparazzi shots. Here, authenticity — a word that comes up often in this arena — trumps a Photoshop-perfect facade or publicist-approved message.”

Written by Sarah

July 18th, 2014 at 9:18 am

The Week in Social Analytics #110

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

Is Your Twitter Strategy Missing This One Essential Element? [from All Twitter; written by Lauren Dugan]

Are you keeping an eye on the competition?

Why you don’t get to decide what your brand means [from Eli Rose Social Media; written by Liz Jostes]

 ”If others have a high likelihood of incorrectly interpreting your sentiment or developing a negative feeling about a brand as a result of your name, imagery or marketing message, head back to the drawing board and figure out something better.”

Two unsolved problems of Big Data studies: confirmation and controls [from Junk Charts; written by Kaiser Fung]

“One of the biggest myth of Big Data is that data alone produce complete answers.”

Three Ways to Visually Present Information (Without Spending a Fortune) [from Marketing Profs; written by Pooja Lohana]

“Most humans (40-65%) tend to learn things visually. In other words, they process information more quickly by seeing things. The other learning modalities are auditory (hearing, 25-30% of people) and kinesthetic (touching, 5-15% of people).

The answer goes way back to our biology. Humans are wired for visualization. We can easily make sense of shapes, patterns, and colors—and therefore graphs, charts, and infographics.

Which means that if you want to turn data into digestible, bite-sized chunks, you must make use of…pictures.”

Instagram Reaches Almost One-Third of the US Adult App Audience [from Marketing Charts; written by staff]

“Instagram in May reached 32% of US smartphone mobile media users aged 18 and older who use iOS and Android platforms. . .up from 29.3% reach the prior month.”

Re-thinking social media engagement [from {grow}; written by Mark Schaefer]

Engagement isn’t a strategy; it’s a tactic.

9 B2B Marketing Lessons from Judging Online Campaigns [from Social Media B2B; written by Jeffrey L. Cohen]

“Marketing cannot exist in a silo. This is one of the biggest issues that marketers, especially social media marketers, have. They create their own set of goals that are not important to anyone else in the company. While those goals may be important to the marketing team, you also need goals that relate to the high level business goals.”

How brands can be brilliant at Instagram video [from Econsultancy; written by Christopher Ratcliff]

A great breakdown of the tactics it takes to successfully create content and build a following via video social media marketing.

7 Best Practices for Using GIFs & Cinemagraphs for Business [from Business 2 Community; written by Brian Honigman]

“GIFs and cinemagraphs are similar pieces of media, but have quite different features and uses. GIFs are image files that are compressed to continually loop the same motions over and over again — basically, a small portion of a video that repeats.

A cinemagraph is an image file where the whole photo is stationary, except for an isolated section of movement. Cinemagraphs aren’t as widely used as GIFs, which presents an opportunity for brands to stand out with this form of media amongst the noise.”

6 Steps to Nurturing the Sales Funnel with Social Media [from Jeff Bullas; written by Dave Landry Jr.]

“Customers are lead from awareness to sale by way of incremental exposure to a brand or product. While these same principles still apply today, social media has shaken up the paradigm by shortening the gap between people and information, meaning that the funnel has changed and offers a new way to pull in customers and to build off brand loyalty to turn them into your public spokespeople.”

 

Written by Sarah

July 11th, 2014 at 8:35 am

The Week in Social Analytics #109

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Since tomorrow is Independence Day here in America we thought we’d put out This Week in Social Analytics a day early. Here are our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Let us know in the comments, or tell us about it on Twitter or Facebook.

Finally, Most Brands Measuring Social Content Effectiveness [from eMarketer; written by staff]

While the metrics being used are fairly simplistic, it’s a good start.

How Psychology Will Shape the Future of Social Media Marketing [from The Huffington Post; written by Jayson DeMers]

“Technology will never replace the human ability to extract meaningful data from volumes of information.”

More Evidence that Visuals Far Outpace Text [from Geoff Livingston]

“Digiday surveyed attendees of its Agency Innovation Camp about how visual native ads stack up against text based native ads (hat tip: Richard Binhammer). More often than not, attendees favored visuals by 75 percent or more.”

While that might be a very specific audience with very specific opinions about visuals, it’s hard to ignore the overwhelming evidence that humans are visual creatures.

The Conundrum of Ethics and Data Collecting [from Eli Rose Social Media; written by Sunny Serres]

“We need these companies to be more socially responsible because we are entrusting them with our information. In order for us to remove ourselves from these types of data collections, we have to opt out of all of the conveniences that we rely so heavily upon to function within society. . . This just isn’t plausible in today’s society – our reliance on technology has grown so rapidly that opting out of many of these things simply puts those individuals “behind.” It is a vicious cycle, but if companies can perform with more integrity and think about their customers first and foremost rather than profitability or academic accolades, then maybe the question of ethics will become moot.”

3 Steps to Demystifying Social Media Personalities [from Social Media Today; written by Ida Cheinman]

1. Treat Every Tool as a Touchpoint

2. Metaphor the Medium

3. Secure Success Through Story

So How Many Millennials Are There in the US, Anyway? | Updated [from Marketing Charts; written by staff]

“Before putting out some numbers, there are a few problems to take note of. Chiefly, there is no consensus definition of a Millennial.

Nevertheless, things being the way they are, marketers and researchers often look at age groups. So here’s a reference list of some commonly used age brackets and their corresponding population estimates and population shares as of July 1st, 2013.

  • 12-17: 25 million (7.9%)
  • 18-24: 31.5 million (10%)
  • 25-34: 42.8 million (13.6%)
  • 35-44: 40.5 million (12.8%)
  • 45-54: 43.8 million (13.8%)
  • 55-64: 39.3 million (12.4%)
  • 65+: 44.7 million (14.1%)” 

Pair with Millennials Most Likely to Rely on W-O-M For Private Label Shopping Guidance and Who’s Regularly Going Online While Watching TV?.

5 Principles for Creating a Social Media Following That Sticks [from Social Media Today; written by Will Blunt]

“TIP: Your customers care more about themselves than they do you. Ask them questions about what THEY want. Don’t fall into the trap of TELLING them what they want.”

6 Ways To Engage And Maintain A Loyal Twitter Following [from All Twitter; written by Shea Bennett]

Based on a video released by Twitter for Small Business.

Why Brands Should Use GIFs [from Likeable Media; written by Angela Kuo

GIFs are the language of the Internet, after all.

4 Ways To Expand Your Content Marketing With Social Content [from Heidi Cohen]

 ”Social content is about how the content is created, not shared or distributed!”

Written by Sarah

July 3rd, 2014 at 10:40 am

The Week in Social Analytics #108

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

Gallup released a poll recently reporting that consumers aren’t that influenced by social media, but a closer look at the methodology reveals some problems:

Gallup’s Buzzy Social Media Report Appears ‘Deeply Flawed’: 2012 called and wants its data back [from Adweek; written by Christopher Heine]

“And Gallup told Adweek that some of the surveys were completed through snail mail, though the company would not say how many. While of course there’s nothing inherently wrong with conducting research this way, it’s difficult to imagine those respondents being on par with normal social media consumption. Brands employ social marketing to reach people who are actually there—not those who are not.

Emphasis added.

While the methodology of the Gallup poll is certainly questionable, ClickZ did get some good takeaways from it, in the form of actionable marketing lessons:

3 Social Media Marketing Takeaways From Gallup’s Study [from Clickz; written by Ashley Zeckman]

“Customers are people, not numbers. They want to be engaged and have trust in your brand before they’ll make a purchasing decision.

We also need to recognize that while there is a significant amount of value in utilizing social media as a marketing channel, we need to be realistic about what we will gain by interacting socially. We may not see immediate gratification (a conversion or purchase) but we’re spending time interacting where are customers are spending their time, and working to build trust in the process.”

Emphasis added.

This week also kicked off with some great pieces on storytelling: Storytelling For Business: The Only Difference Between You And The Competition Is The Story You Tell from Web.Search.Social, written by Carol Lynn Rivera, and Breaking Out of Boring: Tell Unexpected Stories from Ann Handley.

Word-of-Mouth Proves Highly Influential for Millennial Women [from Marketing Charts; written by staff]

“Results from the survey of 1,100 American Millennial women without children also indicate that 93% have purchased a product after hearing about it from a family member of friend.

That’s a reflection of the trust they put in those recommendations: 89% said they trust recommendations from a friend, peer or family member more than from a brand.”

Why Brands Don’t Respond on Social Media [from Social Times; written by Richard Dumas]

“. . .while more than 68 percent of businesses recognize social media as a necessary service channel, 60 percent of companies are not formally supporting social customer care.”

You need to be where your customers are.

Your Customers Control Your Brand [from Spin Sucks; written by Gini Dietrich]

“While you can help motivate your customers to talk about you in a good way, ultimately they are the ones who control the message.

Your canned messages are no longer enough.

Yes, the things you, your executive team, your sales team, and your employees are saying about the brand should be consistent.

But you also have to be open to listening to how your customers describe your organization, your products, or your services.

If they perceive it differently than you do, it’s time to rethink your messaging and your brand positioning.”

Are You Ready For Multi-Platform Social Media Use? [from Heidi Cohen]

“Therefore, use a mix of different social media platforms with tailored messages to ensure your marketing reaches your target prospects where and when they spend their time.”

Getting Started Guide: Tumblr for Small Businesses [from Business2Community; written by Taylor Loren]

A great guide for small businesses just getting started on Tumblr.

Written by Sarah

June 27th, 2014 at 9:13 am

The Week in Social Analytics #107

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

7 best practices for using GIFs and cinemagraphs for business [from The Next Web; written by Brian Honigman]

“Don’t create this media just for the sake of doing it, but look to create GIFs and cinemagraphs that sync with your campaigns, as well as your consistent product or service offerings.”

How You Can Use Instagram in Your Business [Business 2 Community; written by Renee Shupe]

“Inject some personality into your marketing efforts. Even businesses that provide services or create products that are not ‘pretty’ enough for Instagram can use the service to their advantage by showcasing their human side. Simple photos of you and your team in action will be interesting to many users, especially if they are accompanied by a fun or thought-provoking caption. It’s also good to show your business engaging in charitable work. You could even post photos of your employees or clients along with brief profiles.”

Pinterest Vs Instagram: Visual Content Marketing [from Heidi Cohen]

Check what your competitors are doing on Pinterest and Instagram. What are they doing that’s successful that you’re not? Also check out the top performers on each platform. Take note of ideas that are worth adapting and making your own.”

The minimalist’s guide to boosting brands’ Instagram engagement [from The Next Web; written by Eric Dahan]

“A brand’s greatest challenge is communicating a sincere message to its followers with each and every Instagram post. A successful grassroots campaign prioritizes quality over quantity; therefore, while multiple hashtags will naturally yield higher potential reach, one or two incentive hashtags will generate better follower engagement.”

Should My Brand Be Active on Tumblr? [from Social Media Today; written by Margaret Murphy]

Visibility. Tumblr incorporates tagging and blog categorization to help users find the subjects they’re interested in. Many blogs garner so much attention online that they have even led to book deals. Have you ever heard of the book ‘Stuff White People Like’? How about ‘Humans of New York’? These both started as Tumblrs.”

Social Brands: The Future Of Marketing In 127 Slides [from Viral Blog; written by Igor Beuker]

“Don’t chase social channels like race dogs on steroids. Certainly not based on reach. Claim your domain, go big, go niche or go home.

The brands that will succeed in the future won’t just give back to communities; they’ll actively build and nurture communities.”

Millennials Lead the Way in Sharing Product and Service Info on Social Media [from Marketing Charts; written by staff]

“Millennials were 22% more likely than the rest of the respondents to report having shared a link to a product or service on social media (39% vs. 32%), and 52% more likely to have posted a picture of a product or service (38% vs. 25%). “

5 Grammar Rules You Can Break on Social Media [from Likeable Media; written by Theresa Braun]

You’ve got to learn the rules in order to responsibly break them.

Welcome to the Era of Surround Storytelling [Edelman Digital; written by Jimmie Stone and Kendra Eash]

“How exactly do we show up differently and tell a brand story that still makes sense in this incredibly windy, fragmented environment?”

Written by Sarah

June 20th, 2014 at 9:16 am

The Week in Social Analytics #106

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It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

First: Edelman Digital’s new Entertainment Study is out this week.

The Best and Worst of Real-Time Marketing: 4 Lessons for Marketers  [from Fast Company; written by Ekaterina Walter]

Stay relevant and add value- in the right tone- while also enhancing customer service.

How Big Brands Keep Their Social Media Audiences Engaged [from Social Media Examiner; written by Lisa Furgison]

Learn from the biggest and best.

Getting Started With Social Video | Infographic [from Business2Community; written by Megan Ritter]

“Research shows that YouTube works well for How-To guides and instruction videos, while Instagram & Vine allow users short snippets of video; perfect for for announcing an upcoming event or generating interest in a brand new product.

Google Hangouts have proven to be more suitable for business-to-business marketing. Vimeo prides itself in high-quality videos.”

New Research Article: “How Do Health Researchers Use Social Media?” [from The Library Journal; written by Gary Price]

“As the United States moves forward with health reform, the communication gap between researchers and policy makers will need to be narrowed to promote policies informed by evidence.

Social media represent an expanding channel for communication. Academic journals, public health agencies, and health care organizations are increasingly using social media to communicate health information. For example, the Centers for Disease Control and Prevention now regularly tweets to 290,000 followers.”

Using Social Media for Restaurant Marketing [from Social Media Today; written by Lauren Marinigh]

The most powerful social tools for restaurants are visual, such as Instagram:

“Take photos of your daily or weekly specials to share with the Instagram world, take customers behind the scenes in the kitchen with how you prepare or make some of your menu items, educate the Instagram world on different fun facts on how you are sustainable. Ideas for Instagram are endless for the food venue and one of the most valuable tools you can have.”

Is Instagram Your Visual Content Marketing Superpower? [from Heidi Cohen]

“Georgia Tech and Yahoo Labs researchers found Instagram photos containing faces were 38% more likely to receive likes and 32% more likely to receive comments, even after controlling for social network reach and activity. However, the number of faces, their ages and gender in the photo didn’t have an effect.”

10 Tips to Improve Your Pinterest Marketing Strategy [from Social Mouths; written by William Johnson]

“Before you start, ask yourself these 4 important questions:

  • Is your business visual?
  • Do you have access to images?
  • Is your target market primarily female?
  • Can your website be easily updated with images and content?”

3 Easy Ways Startups Can Use Twitter to Perform Marketing Research [from Social Media Today; written by Ray Wang]

“By leveraging Twitter, start-ups can. . .listen to their target audience’s conversations and learn about their problems, dissatisfactions, and product features they desire. This marketing research approach can help start-ups discover new business opportunities and unravel overlooked problems.”

Why Apple Doesn’t Tweet [from KISSMetrics; written by Sherice Jacob]

“On the surface, it’s difficult to glean any shred of insight from Apple’s hands-off social strategy. True, when innovation and premium experience are the hallmarks you want to be known for, then being a chatty Cathy on social media clashes against that brand image. There’s also the aspect of control. When you keep a tightly-run ship, it’s hard for leaks to penetrate. Still, there’s no excuse for sticking your digital head in the sand and hoping no one notices your failures. Perhaps Apple feels better equipped to handle the customer experience in its stores rather than on its screens.”

Written by Sarah

June 13th, 2014 at 9:19 am