Archive for the ‘personalization’ tag
It’s Friday and that means it’s time for This Week in Social Analytics with 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.
On brand voice
Why Denny’s Sounds Like a Chill Teenager on Social Media [from Entrepreneur; written by Kate Taylor]
“Purcer and Dillon say that over the last two years, the biggest change the brand has made is uncovering the unique ‘ecosystems’ of the different social channels.
‘There is a unified thread that binds them together, [but] we are slightly different in tone and in personality on each, given the users of each,’ says Dillon.”
On content marketing
How Content Marketers Can Tell Better, More Strategic Stories [from TopRank; written by Brooke Furry]
“Your number one job is to answer the top questions your customers have. With today’s ease of content creation, we don’t need more content – we need more relevant content.”
Pair with How to Create and Repurpose Content That Customers Really Want also from TopRank.
Better Social Media Marketing comes from Personalized Social Media Strategy [from Soshable; written by JD Rucker]
Two important points from this piece:
“Personalization requires that you toss out preconceived ideas.”
“Just because something is a best practice doesn’t mean it’s best for everyone.”
How to Make an Explainer Video: Learn the Step-by-Step Production Process [from Social Media Today; written by Juan Jose Mendez]
If you’re looking for a step-by-step explainer on video production, this is a good place to start.
“Based on its proprietary algorithm, Acrolinx gave each company a ‘content impact score’ using a 100-point scale to give each company—a measure of how effective the writing is. A score of 72 or higher signifies content that’s effective.”
“Among other findings of the analysis:
- Retail businesses exceeded the benchmark for content quality, on average scoring 73.2, followed by B2B tech with an average of 71.2; telecoms lagged with a 66.2 average.
- From a global perspective, Germany and America tied, scoring the highest for content quality: 70.2 each, on average.”
On scheduling and planning
“So the first thing we did is talk through the difference between an issue and a crisis.
- Is not harmful to an organization’s reputation;
- Does not affect the bottom line;
- Can almost always be avoided;
- Can escalate into a crisis, if not handled immediately; and
- Is a blip in the 24/7 news cycle.
A crisis, on the other hand:
- Has long-term repercussion on an organization’s reputation;
- Generates a loss of money…generally lots of it; and
- Can always be avoided.
Most of us face issues every day…they are things that can be avoided and can be managed fairly efficiently and easily.
When they escalate into crises, though, is when we let the events get the better of us.”
“But let’s prioritize shutting up over contributing noise. And let’s be okay with the silence. Because that silence…it’s where the real inspiration happens.”
On the human element
No matter who you’re selling to, your audience is a human person who enjoys being interacted with as a human person. Change that only when the robots really come.
“As a marketer, you can never forget that your social media community consists of real people who have their own lives, dreams and needs. They aren’t tallies to be collected.
Your social media community must help people achieve their personal goals before they’re ready to even think about taking actions that will aid your objectives and business.
Start by appreciating that they are human and pay it forward.”
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.
Celebrate Your Social Media Successes, but Don’t Forget that Community Trust is the Key [from Social Media Today; written by Craig Thomler]
“Social media isn’t just a reflection of the world – it is part of the world. How your organisation conducts itself on social channels can significantly shape community views – creating a positive or negative impression.”
“If you’re expecting your brand to be immediately identifiable through your actions on social media, you’ll be sorely disappointed. Instead, it’s the consistency of the message and voice that will build your identity, not the speed in which you bring that to market.”
Tips to Thank and Reward Your Social Media Audience [from Social Media Today; written by Isra Garcia]
Your audience makes you who you are. Be sure to thank them accordingly.
Create Compelling Marketing Videos That Educate and Entertain | Infographic [from Marketing Profs; written by Rebecca Toth]
If you’re looking to get into video marketing, make sure you’ve got your bases covered: Who is your audience? Do you want your videos to be informative, entertaining, or both? This piece can help you plan out the basics and get started. Pair with New Research: B2B Video Marketing on the Rise [from Convince & Convert; written by Tyler Lessard].
Which Practices Are B2B Content Marketers Focusing On? [from Marketing Charts; written by staff]
“Such a narrow focus on content production runs the risk of using content marketing as a type of outbound advertising practice, rather than a marketing technique used to engage customers and build relationships…
In other words, as the study notes, content marketing practices seem inordinately focused on customer acquisition at the expense of relationship-building that continues throughout the buyer’s journey.”
3 TED Talks That Uncover the Secrets of Storytelling [from Convince & Convert; written by Julie Neumark]
“After viewing over 25 TED talks listed as having something to do with the topic of ‘storytelling,’ I began to see a through-line. There was a theme that appeared around the ideas of wonder, mystery, possibility, connection, and engagement.”
That Diner Feeling: How Denny’s became a weirdly successful content marketer [from Fast Company; written by Jeff Beer]
“While Allen says the brand isn’t afraid to take risks, she’s also quick to point out that the team tries to learn everything they can from both success and failure. ‘If you take those calculated risks, you’ve also got to be learning,’ she says. ‘I have an expression I use with my team, ‘read, react, and refine.’ We take these calculated risks, but we test and monitor it very closely and then take what’s working and what’s not and refine what we’re doing.’”
Use this list to maximize the success of your content marketing.
39 Resources for Understanding the Science & Psychology Behind Great Marketing [from KISSmetrics; written by Chloe Mason Gray]
“In an effort to make all of our lives easier, I’ve scoured the web for the best articles, infographics and books about the subject and organized everything into the following categories so that you can skip directly to the topic you want to learn about:
- The Psychology of Marketing: An Overview
- The Psychology of Pricing & Purchasing
- The Psychology of Conversion
- The Psychology of Good Websites
- The Psychology of Color & Marketing
- Books on Psychology, Persuasion, Influence & Marketing”
What Are Personalization’s Biggest Challenges and Opportunities? [from Marketing Charts; written by staff]
Marketers continue to struggle with the balance between personalization and privacy.
Twitter is always experimenting with new features that might not be available to everyone yet, but this one in particular started almost a year ago so you might want to check and see if you can test it out:
Under “Settings” under “Security and Privacy” you can check a box to have Twitter tailor suggestions for you- accounts to follow, for example- based on the websites you visit. So if you’re big into visiting beauty sites, it might suggest brands, makeup artists or beauty magazines that other Twitter users like you follow. If you check out a lot of marketing blogs, it will recommend people in that industry. It’s a great tool for account discovery– which ideally leads to connection, collaboration and learning with and from these other accounts.
If you want to learn more about this feature, you can check out this blog post from Twitter talking about it and a few other experiments they rolled out last year.