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The Week in Social Analytics #136

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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

Marketing strategies 

If Your Holiday Campaign Failed, Start Working on Next Year Right Now [from Entrepreneur; written by Andy Lombard]

“The relationship with your audience has to be built continuously throughout the year so that you’re on your customers’ minds well before they start creating holiday shopping lists.”

New in 2015 

Three Digital Marketing Predictions for 2015 [from Business2Community; written by Andrew Hutchinson]

Content Marketing isn’t going anywhere, and neither is video marketing. Employee advocacy will continue to be important because if your own employees don’t believe in you (and your products) who will? But here’s the most important takeaway from this piece:

“The above trends are important to consider, as they’ll be important considerations from a wider industry perspective, but the real challenge of 2015 will be to understand how all this new data, all these new platforms, can be best tailored for your benefit.”

Learn the best practices, keep up with industry perspective, but always act on what you know about your audience and do what’s best for them.

“So What?” is the Big Trend of 2015 [from Geoff Livingston]

“Big data is not a new marketing trend. The ability to use it intelligently is.”

The One CES 2015 Trend Marketers Should Care About [from Social Media Today; written by Rohit Bhargava]

“In the future, the best customer experiences will be those that can integrate the data a brand collects on a customer with the data a customer chooses to share in order to improve their own experience.”

Content Marketing 

Falling Behind on Content? Catch Up With These Content Repurposing Tips [from TopRank Online Marketing Blog; written by James Anderson]

“These five repurposing methods bear repeating here.

  1. Turn Powerpoint decks into articles / blog posts
  2. Aggregate email interviews
  3. Break up a long article you’ve had published
  4. Repurpose press releases
  5. Revise old blog posts”

Everything else 

‘While You Were Away’ Will Make Twitter More Important for Business [from Soshable; written by JD Rucker]

“The new feature means that quality could trump quantity, or rather add to it. On Facebook, it’s better to post less and make it meaningful. Posting too much can hurt. With the new Twitter, it will likely make sense to focus on quality first but with the understanding that quantity will still help. In essence, “While you were away” means that you want to do whatever you can to generate some sort of interactions on some of your Tweets. If you do, your Tweets from minutes, hours, or even days ago have an opportunity to be seen by your audience in ways that were impossible in the chronological-only world of old Twitter.

Quality is new Twitter’s best friend.”

Emphasis added.

How Data Analytics Changes Marketing Campaigns [from Marketing Charts; written by staff]

“More than 7 in 10 executives believe that their reliance on data analytics for decision-making will either increase significantly (24%) or somewhat (47%) over the next 3 years, according to a report from Forbes Insights and Turn.”

ForbesInsightsTurn-How-Analytics-Changes-Marketing-Campaigns-Jan2015

The Week in Social Analytics #128

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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.

On content strategies. 

Harnessing the Power of Micro-Content [from dustn.tv; written by Dustin W. Stout]

“A good content marketing strategy incorporates regular micro-content distributed throughout social media that will keep your audience engaged.”

Read on for what makes a great micro-content strategy.

3 Unique Ways Brands Are Approaching Content Creation [from Convince and Convert; written by Jessica Gioglio]

“From offering a free place to stay in exchange for original content, to building dedicated content studios and partnering with creators, these companies are showcasing the value of re-evaluating how content is produced while aligning with brand goals and consumer interests.”

Use these examples to inspire your own strategy.

Convince Your Boss To Use Video Content Marketing [from Heidi Cohen]

“. . .video content supports sales, based on the following data about US adults from Animoto.

  1. 94% have watched a video in the last week.
  2. 73% are more likely to purchase after viewing a video. (Note: Other research showed that 53% of respondents were influenced to purchase by a YouTube video.)
  3. 83% prefer videos that are 5 minutes or less in length. (Note: Informational videos must be short to grab your audience’s attention. You must engage them within the first 20 seconds or they’re gone.)
  4. 58% believe that viewing a company video builds trust.
  5. 89% have shared an educational video.

A great roundup of research around video content marketing.

B2B-Content-Tactics-Used-2015-B2B-Content-Marketing-Benchmarks

 

via 2015’s B2B Content Marketing Benchmark survey by Content Marketing Institute and MarketingProfs

On social platforms. 

The Art of a Tweet, Part 2: Corporate Tweeting [from Social Media Today; written by Dana Strokovsky]

“Here are a few items to keep in mind when creating a social voice:

  • Content pillars
  • Filters (do’s and don’ts)
  • Categories and specific breakdown of audience
  • Platform consideration
  • Imagery guidelines”

How B2B Businesses Can Use Instagram [from Maximize Social Business; written by Jenn Herman]

“Instagram is about visually connecting with your audience. Find fun, unique, and creative ways to share your business through images and videos and you’ll be surprised at the results from your audience and customers.”

On marketing strategies. 

Fear Is The Biggest Barrier To Real-Time Communications [from Lewis PR; written by staff]

“‘This is our opportunity: we know about this real-time idea. Never as a profession have we had a bigger opportunity than right now to spread the idea of how important public relations is, throughout the organisation…The biggest barrier I see to all of this is that four letter word that begins with F. The biggest barrier is fear.’”

Watch the YouTube video directly here.

How To Execute The 80/20 Of Your Social Media Marketing [from Business 2 Community; written by Maria Peagler]

1. Identify Your Marketing Goals

Can you articulate the goals for your marketing? According to a recent survey of SMOC members, their top three business goals are:

  1. Grow their business
  2. Get more sales
  3. Develop a personal brand

Awesome! Now, exactly what is your plan for doing that?”

Top Five Questions Marketers Should Always Be Asking Themselves [from Marketing Profs; written by Preeti Upadhyaya]

“When you approach marketing decisions from your audience’s perspective, you’ll end up with much stronger, targeted messages that speak to your potential customers. And by asking these five questions every day, you will produce focused, targeted messages that convert your audience into customers.”

 

Written by Sarah

November 14th, 2014 at 9:39 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.”

The Week in Social Analytics #95

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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.

6 Brands That Will Have You Rethinking Your Social Media Marketing Strategy [from Jeff Bullas dot com; written by Elli Bishop]

The big boys have bigger budgets and resources, but smaller brands can still take queues and get ideas from their strategies.

On Instagram, faces are 38% more likely to get ‘Likes’ [from Futurity; written by Jason Maderer]

“Researchers looked at 1.1 million photos on Instagram and found that pictures with human faces are 38 percent more likely to receive likes than photos with no faces.

They’re also 32 percent more likely to attract comments. The number of faces, gender, or age didn’t make a difference.”

Instagram Hits 200 Million Users: What Does This Mean For You? [from Social Media Today; written by Avtar Ram Singh]

“If your target audience is the younger demographic between the ages of 12-24, then you should definitely have a presence on Instagram – even if it’s one that involves you not talking about your product at all, but simply engaging and interacting with your fans to understand what they like.”

The Top 5 Brands on Instagram to Follow [from Jeff Bullas; written by Jason Parks]

Look to some of the best on the platform for inspiration in  your own strategy.

Pinterest Tacks On Paid Ads [from the Wall Street Journal; written by Mike Shields & Douglas MacMillan]

“. . .Pinterest Inc. now has a new goal: to reinvent online advertising.”

Who’s Engaging in Social TV? [from Marketing Charts; written by staff]

“Broken down into demographic groups, the study finds that the most socially engaged were Hispanics, for whom 10.5% of viewing occasions could be deemed ‘socially connected viewing.’ The next-most engaged were 25-34-year-olds (9.6%) and 15-24-year-olds (9.2%), while Asians (4.2%) and 45-54-year-olds (4.4%) were by far the least likely to engage in this activity.”

G.M. Uses Social Media to Manage Customers and Its Reputation [from The New York Times; written by Vindu Goel]

“G.M.’s dual approach — going about its normal business while trying to help specific customers — reflects the tightrope the company must walk on social media like Facebook and Twitter, where a customer’s perceptions of a brand are shaped by both what the company does and what other people say about it.”

Who, What, and Where Can You Personalize? Real-Time Personalization is Simpler Than You’d Think [from the Marketo Blog; written by Mike Telem]

“If you’re worried about creating enough personalized content for your real-time campaigns, stop worrying — you can personalize the content you already have. Real-time personalization can leverage existing content, personalizing your calls-to-action, user experience, images, and product offers.”

5 Must Read Perspectives on Social Media Marketing Strategy [from TopRank Online Marketing Blog; written by Lee Odden]

Stepping out of your own perspective sometimes can help inform your plans better than anything else.

10 Video Content Elements To Help You Become A Director [from Heidi Cohen]

If you’re going to get into video, do it right. The audience is there:

77% of global Internet users watch video, according to Global Web Index. In total, 1.15 billion people view video on a connected device. Of these, 626 million view video on a smartphone and 297 million view video on a tablet.”

Emphasis original.

Brands Respond To Customer Support Enquiries 8 Times Faster On Twitter Than On Email | STUDY [from All Twitter; written by Shea Bennett]

“Brands who offer consumer support on Twitter respond to tweets on average eight times faster than the typical brand email response, but only two in five successfully resolved the customer’s enquiry on the social network, reveals a new study.”

 

Written by Sarah

March 28th, 2014 at 9:18 am

Automotive social media marketing: Who’s doing it right, what to measure, and more

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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.

 

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.

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.

Written by Sarah

March 26th, 2014 at 12:11 pm

The Week in Social Analytics #80

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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.

More Than 70% Of Under 35s Research, Post And Talk About Brands On Social Media | Study [from All Twitter; written by Shea Bennett]

“More than seven out of ten millennials (internet users aged between 15 and 34, aka Generation Y) consult, react to or post about products and brands on social media, with almost two-thirds saying that positive – and negative – experiences shared by others impact their purchase decisions.”

Click through for full infographic.

Digital Marketing And Analytics: Two Ladders For Magnificent Success [from Occam's Razor; written by Avinash Kaushik]

“The world’s greatest social media strategy: 1. Entertain Me 2. Inform Me. 3. Provide Utility. Nothing else works.”

12 Tips for Holiday Instagram Marketing: Last-Minute Instagram Tips [from Social Media Today; written by Krista Bunskoek]

Tip 5: Cross-promote Contests with Videos. Pair with B2B Marketers Use Stories for Successful Digital Video, from eMarketer:

“B2B marketers are investing in video marketing because, like most internet users, B2B clients and prospects are devoting more time to watching digital video. Businesspeople are drawn to B2B video for pretty much the same reason consumers watch video—it’s entertaining.”

The 5 Best Instagram Ads [from Social Media Today; written by Alan Cassinelli]

Ben & Jerry’s: so good, they made the list twice.

5 Content Marketing Lessons from 2013′s Most Popular Tumblr Blogs [from Carrot & Stick; written by Kyle Psaty]

“If the content you share doesn’t challenge the expectations of your market, then you’re not differentiating yourself; you’re simply marketing your industry.”

What Made 2013′s Top Tumblr Ad Successful? [from Mobile Marketing Magazine; written by Alex Spencer]

You might be tempted to say the answer is “GIFs” but the deeper answer is understanding the platform.

Top 10 Influential Social Media Marketing Campaigns Of 2013 [from Business 2 Community; written by Eunice David]

‘Tis the season for roundups– what were your picks for 2013?

Instagram the 10th-Largest US Smartphone App by Reach [from Marketing Charts; written by staff]

“Granted, the figures are for adult iOS and Android users only – but those 2 platforms combined represent more than 90% of the smartphone market. And when it comes to Instagram’s position, including the younger audience would probably boost its reach figure, given its young user base.”

Are Efforts to Recruit Women in Technology Sexist? [from Dame Magazine; written by Lisa Wirthman]

“Ultimately, Verou and Horvath share a similar sentiment. Says the latter, ‘I don’t just want to hire more badass women—I’m focused on keeping them.’”

Dame Steve Shirley, the World’s First Freelance Programmer [from Brain Pickings; written by Maria Popova]

“Steve Shirley went on to become the world’s first freelance programmer and founded the software company F.I. Group in 1962, one of the UK’s earliest startups. It was a revolutionary company, writing software only — an outrageous proposition at the time. It was managed and operated by highly skilled female engineers (‘We hired men. If they were good enough.’), who worked from home — also unthinkable amidst the era’s gender biases and social norms. And yet they forged forward, forever changing the course of entrepreneurship and women in technology. When F.I. was eventually floated on the London Stock Exchange in 1996, it earned hundred of millions of pounds.”

CODE2040′S Latest Mission: Make Tech Internships More Accessible to All [from Fast Company; written by Liam Matthews]

“The nonprofit places promising black and Latino STEM students at summer internships with companies including Facebook, Etsy, and Jawbone, among others. While the program has had success with the interns it’s placed–90% of last summer’s fellows received full-time job offers–one challenge has been that the interview skills of potential fellows didn’t match their technical abilities.”

Written by Sarah

December 13th, 2013 at 10:42 am

The Week in Social Analytics #73

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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 (oh-so-important) Difference Between an Issue and a #Crisis [from Deirdre Breakenridge; written by Melissa Agnes]

“Issues don’t present any immediate risk to the organization’s reputation and/or bottom line, for the long-term. However, they can quickly escalate into crises, when not responded to or handled properly.”

10 Brand Tactics For Your 2014 Marketing Plans [from & written by Heidi Cohen]

“Regardless of where your audience is physically, what type of device they use or when they choose to seek your content, they expect your brand to be present and contextually relevant.”

Friend, Follow, Like, Buy – How Social Media Impacts Shopping | INFOGRAPHIC [from AllTwitter; written by Shea Bennett]

“A Vision Critical survey of social media purchasing trends discovered that Facebook, Twitter and Pinterest each play a different role in how consumers find and share purchase information, with the impact of these platforms varying both by sector and the stage of the buying process.”

Content Rocket Fuel: How NASA Thinks About Social [from Social Fresh; written by Jameson Brown]

“NASA’s social media is a great example of how to expand your thinking in terms of content. I’m not asking you to stop using checklists, but I am asking you to bend the wireframe.”

5 Creative Agencies to Follow on Instagram [from PRCouture; written by Christina Goswiller]

“. . .what kind of content are agencies posting? Here are a few of the our top picks for PR and creative agencies creating compelling stories about themselves and their clients on Instagram.”

Study Reports 40% of Top Instagram Videos Were Brand-Created [from Search Engine Journal; written by Kelsey Jones]

“A new study announced by Unruly reports that 40% of the top 1,000 Instagram videos were created and published by brands like MTV.  Many of the top videos on Instagram that were created by over 80 different brands included Disney, Red Bull, Nike, and Samsung. Based of these statistics, it appears that entertainment and apparel brands get the most engagement (Unruly tracked social shares).”

Twitter Overtakes Facebook as Teens’ Most Important Social Network [from Marketing Charts; written by staff]

“The Piper Jaffray study results also indicate that teens believe that Twitter impacts their purchases more than Facebook and Instagram.”

A Scientific Guide to Writing Popular- and Shareable- Headlines for Twitter, Facebook & Your Blog [from FastCompany; written by Leo Widrich]

“While there is a ton of data out there on which words to use and how to write headlines, the best way to do anything truly scientifically is to test and learn yourself.”

 

Written by Sarah

October 25th, 2013 at 9:48 am

How Etsy and other small sellers can take advantage of social media

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Social media can be a double-edged sword for a small business: it’s technically free (unless you choose to pay to advertise on it) and can be a huge boost to your business, but it also requires time that can be hard to come by on a small staff– particularly when you happen to be an army of one.

Etsy sellers in particular face a unique set of challenges, since at its heart Etsy is a marketplace for handmade crafts which can be incredibly time-consuming to produce and have to compete with sellers producing on a mass scale. These kinds of sellers are also more likely to have bigger sales and marketing resources at their disposal. How do you compete when you might not have any online marketing expertise yourself? Having a Twitter account and a Facebook page doesn’t mean you know how to market in those places, and it can be overwhelming to think about the number of social platforms available.

What to do? Plan, plan, plan. The initial setup takes the most time, but once you get the hang of things, the return will be well worth it if you’ve done your homework. And we’re here to help.

Before there was Etsy, there was this.
[Photo courtesy NYPL Digital Gallery]

1. Decide where you need to be.

This should be determined by where your customers are; if they’re all on Pinterest and Instagram and you devote most of your time to Facebook, well, you can see how that’s not optimal. If you’re limited on time, pick one or two platforms to be really active on and set up alerts for any others so you won’t miss anything (try out free tools like Mention). It’s a good idea to at least have a presence on platforms you use less often, just in case potential customers try to reach you there.

You might also consider something like Tumblr: you can set up a queue of content to automatically post when you’re busy working during the day and sleeping during the night, and hop in to join conversations whenever you have the time (it’s recommended to make time at least once a day). A traditional blog also allows you to draft and schedule posts ahead of time, but Tumblr has the added bonus of established communities that are easy to tap into with tags and reblogs. There’s also the social aspect that comes with the concept of reblogging; you can always find new people to follow and new communities to immerse yourself in this way. Design and fashion are closely linked, for example, and reblogs are great ways to find new people to talk to about in both of these areas and their overlap.

2. Plan your content out.

If you use social media to only promote what it is that you’re selling, you’re missing the social aspect of it entirely. Decide how much time you can devote to sharing original content vs curating and sharing the content of others in your community of choice (with credit of course). A good ratio of sharing your own products and design alongside other content is about 70/30, and it holds fast across platforms.

Photos are popular and perform well across platforms too; Etsy advises sellers to have large, clear images of their products available, and one advantage of this is having high-quality images to pin and share on Instagram, Facebook, Twitter and Tumblr with a description. That’s your 30% promotion right there.

What about the other 70%? Here are some specific ideas:

  • Share what inspires you in real life: Photos of a walk you went on, an inspiring quilt pattern you saw at a resale shop or festival, you hanging out with other creative people at a conference or just a happy hour.

  • Related to that last point, share some little things from your personal life that you’re comfortable with, like pictures of your pets or your bookshelf. A lot of customers like to connect with the seller behind the items they’re making; it’s part of the homemade, handcrafted appeal. They’re not just buying a sweater, they’re buying a sweater from you.

  • Share photos of items you’ve made and loved so much, you kept them for yourself, or are planning to give them as gifts to a friend, partner or family member. That shows the deep pride you take in your work.

  • Share items from fellow Etsy crafters’ stores that you love: They’ll appreciate the promotion, and might return the favor.

  • Share funny little mistakes: Miss a stitch? Drop a bucket of paint? Cat and toddler get into your stock of feathers and glue? These moments can be hilarious, and are humanizing.

  • To that end, any kind of behind-the-scenes photos and descriptions of the process you go through can help customers understand the value of what you’re making by seeing the time and effort that go into it.

  • Mood photos: There are entire Tumblrs and Pinterest boards devoted to fall, or to a specific color scheme. You can start and curate one of your own, pinning your own items that fit in appropriately alongside images of crispy autumn leaves on roads and pumpkins, all-white schemes, or beach-themed boards.

Pick an approach that’s an appropriate fit for you and what you’re selling in your store.

3. Measure and adjust.

Measurement doesn’t have to mean expensive tools and confusing spreadsheets. There are a lot of free tools that can give you an idea of what’s working and what’s not. Run a free TweetReach snapshot report on your Twitter account, for example, to see which tweets have performed the best and which other accounts talk to and retweet you the most. These are people you want to make sure you’re following and engaging with in return as much as possible.

Additionally if you have a blog or a Tumblr, see which posts have performed the best and why. Was it because of the time of day you posted? The content itself? Did someone popular in the community give you a signal boost by repinning it or tweeting about it? Was it a combination of those things? Keeping track of these factors will help you make the best content plan possible moving forward: you’ll know what to do about the ones you can control, like timing and content.

Want more? Check out the Etsy community on Tumblr, as an example; they also have specific advice for Etsy sellers using Tumblr to promote themselves on their blog, along with some handy Twitter advice. Even if you’re not on Etsy specifically, it should give you a good idea of where to start.

Got a question for us about this? Drop us a line.

Written by Sarah

September 24th, 2013 at 9:46 am

This Week in Social Analytics #66

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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.

Harvard Business Review: Where Do Women Stand Today as Leaders? 

A recording of the Google Hangout earlier this week, featuring IdeaCast host Sarah Green and HBR editor Amy Bernstein

21 Unbelievable B2B Content Marketing Statistics [from Social Media B2B; written by Jeffrey L. Cohen]

“Only 25% of B2B Marketers use content marketing for customer retention

89% of B2B Marketers cite customer testimonials as the most effective content marketing

5% of B2B Marketers have no metrics to determine content marketing success”

UK Consumers Turn to Social Media for Their Online Search Needs [from eMarketer; written by staff]

“Research from video search technology company blinkx finds that UK consumers, and particularly younger ones, are beginning to find a lot of their online content via social media. The May 2013 study showed that 43% of polled UK internet users between ages 18 and 24 chose social media to find content online over search.”

7 Steps to a Measurable Social Media Call-to-Action [from & written by Heidi Cohen]

“Social media supports every step of the purchase process. Incorporate a contextually relevant call-to-action and related tracking to get prospects into your lead generation program with useful data.”

The Big Brand Theory: The Ritz-Carlton Uses Social Media to Create Indelible Memories [from Social Media Today; written by Ric Dragon]

“If your brand is focused on being in the business of memory creation, social media is ideal. ‘Social media is as much a customer service tool as the ladies and gentlemen who would stand in the lobby ready to assist a guest,’ said Sitch.”

1 in 4 TV Viewers Uses Second Screen to Simultaneously Watch More Video [from Marketing Charts; written by staff]

“The most common [second screen activities] were: reading email while watching TV/video content (63%); using applications or browsing the internet to kill time (56%); using apps or browing the internet to find out more information (49%); and using social forums at the same time as watching TV/video content (40%). The study found fewer viewers competing with others watching the same show (14%) and interacting with the show through voting (13%).”

Written by Sarah

September 6th, 2013 at 10:08 am

This Week in Social Analytics #64

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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.

Social Networking Is the No. 1 Online Activity in the U.S. [from Statista; written by Felix Richter]

“On average, Americans spent 37 minutes per day with services such as Facebook, Twitter or LinkedIn in the past year.”

15 Common Mistakes in Social Media Marketing [from Jeff Bullas dot com; written by Susanna Gebauer]

“Social media and content marketing are not quick and easy solutions for business success. Take the time necessary to develop your online reputation and understand that it’s not a one, lane road. Social media engagement is a multi-way highway that requires precision, stamina and awareness.

Remember also, it helps to enjoy the ride.” 

Brand Marketers Put More Emphasis on Social, Mobile, Video [from eMarkter; written by staff]

“When it comes to specific tactics that will see growth, US brand marketers, in particular, will double down on social media, mobile and video this year, with 70%, 69% and 64%, respectively, increasing their use of these tactics. Far fewer respondents planned to put more dollars to rich media and display, and in fact, display advertising will see the largest percentage of marketers decreasing their investment.”

Emphasis added.

Infographic: The Fiercest Women in Tech (and Why We Need More Like Them) [from New Relic; written by Thea Lamkin]

“In this infographic, we hear from some of the IT industry’s most influential players on how women can find their place in a traditionally male-dominated sphere, and how companies can bring more high-performing women on board.

Not only do companies benefit from having women in leadership roles, but greater diversity overall can make a team more intelligent, more profitable and more relevant.”

Six ideas to get more women involved in the tech sector [from The Guardian; written by Catherine de Lange]

“This lack of visibility of women in the workplace and the classroom – the lack of role models, champions and mentors – is perhaps one of the most cited barriers to getting more women in tech. According to research conducted in 2008 by Catalyst that surveyed women working in the hi-tech sector, women most often pointed to a lack of role models similar to themselves, not having a mentor or champion and being excluded from important networks of decision-makers as the biggest barriers to career advancement.”

How a Tumblr post kept a family from losing their home [from The Daily Dot; written by Fernando Alfonso III]

A little feel-good Tumblr story for your Friday.

Diesel Goes to Tumblr to Cast Ad Campaign [from Women's Wear Daily; written by Rachel Brown]

‘I wanted to find people who reflected the diversity of the creative community today and not just the typical model. I wanted the campaign to showcase a variety of characters, people who are beautiful in their own unique way,’ said Formichetti.”

How to Use Tumblr for Your Business [from Social Media Examiner; written by Jayson DeMers]

A great introductory guide for those just getting started with Tumblr for their business.

Top 21 Brands Getting The Most Out of Tumblr [from Search Engine Journal; written by Albert Costill]

Still not sure how to get started on Tumblr? Check out how these brands are approaching this amazingly creative platform.

Twitter roles out ‘related headlines’ section on embedded tweets [from Faves + Co; written by staff]

“According to Twitter developers, they believe this new feature will help more people discover the backstory of where a particular tweet originated and, perhaps, more important for publishers, drive clicks to articles and grow an outlet’s audience.”

How to choose a hashtag [from Twitter's blog; written by Gordon MacMillan]

“It begins with the basics: asking why you’re using a hashtag, with a reminder that good hashtags should be memorable, so that your customers will easily recall them.”

A step-by-step guide to choosing a campaign hashtag, from Twitter themselves.

 

Written by Sarah

August 23rd, 2013 at 11:59 am