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The Week in Social Analytics #156

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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

Platform-specific tips and tricks. 

How to Add Paragraph Spacing to Your Instagram Posts’ Caption Copy [from Social Media Today; written by Jim Belosic]

A nifty trick to break up that wall of text when you have a long caption for a contest, or to really tell the story behind an image.

Beyond Cats & Bloopers: Getting Real on the Future of YouTube [from social@Ogilvy; written by David Stone]

“The reason for all this lies in YouTube’s emerging business strategy: empowering and educating creators to create better quality content makes YouTube more desirable to audiences and allows the streamer to compete with services such as Netflix and Amazon Prime.”

YouTube marketing strategy a top priority for social media marketers [from Convince & Convert; written by Jay Baer]

“Is video harder than sending a tweet? Of course, but once you have a sound Youtube marketing strategy (or a video strategy overall that might include Facebook, Instagram, and even Twitter video) it doesn’t have to be a massive production burden.”

On influencers. 

If You Want Your Content Marketing to be Great, Ask Influencers to Participate [from TopRank; written by Lee Odden]

1. Set Goals for Marketing and Influencers

In order for co-created content to be successful for marketing, specific audiences and goals should be identified.

Think about: What do you hope to achieve with an influencer content program? How will influencers benefit? More importantly, how will your customers benefit?

Think about the distinct audience that you’re after with the content being co-created and set goals specific to what your idea of success looks like. Quantify those goals as well, whether it’s to increase the reach and engagement of your brand to the influencer’s community or to inspire more leads and sales by a certain percent.

Also, set goals for the influencers. For short term projects, focus on participation quality. With longer term programs, focus on participation, marketing outcomes and the relationship.”

A 4-Step Blogger Outreach Tool for Identifying Influencers [from Convince & Convert; written by Kristen Matthews]

“A crucial part of blogger identification for marketing purposes is thinking a step past buyer personas and coming up with “influencer personas.” An influencer persona is an overarching profile and data on the types of bloggers that appeal to your target consumers.”

And finally, on UX. 

How Important Is User Experience? 9 Things You Need To Know About UX [from Business2Community; written by Jasmine Henry]

“User experience (ux) is an emerging practice that sits at the intersection of behavioral science, web development, and domain-specific knowledge. It’s a human-centric approach to understanding how people engage with technology, and how to build the best web experiences possible.”

 

Written by Sarah

May 29th, 2015 at 8:53 am

The Week in Social Analytics #155

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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

On content strategy, content marketing, and storytelling. 

Content Strategy vs. Content Marketing: How to Get Buy-in From Decision Makers [from Business2Community; written by Michael Riley]

“Showing hard numbers will motivate any decision maker. You need to find ways to track how any “costs” can be tied to revenue growth. It helps to use technology and systems for keeping track of all the data.

The key three factors to track are:

  1. How much is a new customer worth to the business. LTV – Lifetime Value
  2. What converted them into a paying customer. CTA – Call to Action
  3. How much it cost to get them into that funnel. CAC – Customer Acquisition Cost

If the CAC is lower than the LTV, then your efforts are profitable and should be scaled up. It should just be common sense, and an easy decision to make, when done right.”

How to Execute a Carefully Thought-out Content Plan [from Spin Sucks; written by Nathan Ellering]

An in-depth guide on actually executing on that content plan you worked so hard to get buy-in for.

Storytelling In A Data-Driven, Cross-Device Era [from Marketing Land; written by James Green]

“Marketers should build stories that reach people with the information that matters to them wherever they engage — across different channels and devices.”

Platform-specific tips. 

5 Ways Brands Are Using Tumblr to Stand Out [from Entrepreneur; written by Nate Birt]

“Tumblr takes a blog-plus-the-kitchen-sink approach to storytelling, meaning brands have the flexibility to create their own template and engage with fans in ways that best suit their mission. As the fastest-growing network of 2014, Tumblr and its 420 million users deserve a second look. (Note for your sales team: Tumblr users have higher median incomes than those of Pinterest or Twitter users.)

Pepsi

10 practical Vine and Instagram video tips for brands [from Econsultancy; written by Christopher Ratcliff]

The most popular Vines from everyday users are just completely lo-fi, easy to make, and cost no money whatsoever. For brands it’s a good idea to do the same thing.

All the best Vines have a sense that they can be made by anyone, no matter what budget or skill level.”

As for Instagram:

Instagram is less aesthetically forgiving then Vine. Instagram users expect a slightly higher quality video and image than on Vine. But it’s also easier to make your videos look good.”

Emphasis original.

Video content marketing. 

Seven video marketing lessons learnt from #ThisGirlCan [from Econsultancy; written by Christopher Ratcliff]

“Lesson six: enjoy and share the response

In a surprising development, women starting making their own This Girl Can videos and sending them to Sport England, showing how inspired they were by the campaign.

These were then shared by the campaign team, which helped make a stronger community and strengthen the core message.”

Written by Sarah

May 22nd, 2015 at 9:15 am

5 tips for visual branding in video on social media

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Still not recommended for your video content strategy. Image via Alexandre van de sande on Flickr; used with Creative Commons license

The rising popularity of video across social media means you’re probably doing more of it and you want to be sure your videos are as recognizable to your brand as the rest of your content is.

Designing a cohesive visual style is a lot like finding your voice in writing; it might vary a bit in tone across platforms depending on the audience you’re writing to in each place, but overall you want people to be able to recognize when it’s you. With that in mind, here are some tips for realizing a cohesive visual brand across social media channels.

1. Do your research.

Who’s your competition and what themes stand out from their visual branding? What about brands or personal brands you admire? Take a look at a few accounts and take notes on what you like about their styles- intentional or not- and think about how to apply it to your own.

2. Consider your resources.

Some of the things you identified in the previous point might be impossible if you’ve got a team of just yourself and $0 in the budget, but that doesn’t mean you can’t still tie things together. It can be as simple as choosing a few visual cues to repeat or finding a design overlay that matches your branding. See the next point for more on this.

3. Decide on a common element.

Will it be the same host in your videos every time, either by face or voice? Different hosts, but a carefully chosen background? (Like John Green’s salon on the Mental Floss YouTube channel; a very identifiable background despite different hosts.) The same filter used in post-processing along with your logo? Find a common thread that will tie your work together when someone is looking at your video content as a whole, and that makes it easily recognizable out in the wilds of the Internet.

4. Consider what you’ve already created.

If older video content (say your Vine account or first run at a YouTube channel) has low engagement and doesn’t match the new style you have in mind, you can consider editing your account page and/or removing pieces from the resources page on your website altogether and starting fresh. Otherwise on a more casual platform like Instagram you can show how your brand has evolved, visually and otherwise, over time. That highlights the authenticity to your work that can’t be manually produced.

5. Test, measure, test, repeat.

The advice we’ll almost always give: Decide what your goals are for the videos on each platform you’re going to tackle, then measure and plan new content going forward based on what’s working. Test new approaches you can think of, measure those, repeat.

Last but never least? Have fun with it. Your audience will be able to tell.

Image via Alexandre van de sande on Flickr; used with Creative Commons license.

Written by Sarah

May 5th, 2015 at 9:11 am

The Week in Social Analytics #149

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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

On audience and customers. 

How Much Does Customer Social Media Angst Really Matter? [from Harvard Business Review; written by Morra Aarons-Mele]

“Missteps and failure don’t damn a brand in the digital age. But failure to learn does.”

The Science of Emotions and Virality on Social Media [from Social Times; written by Kimberlee Morrison]

“The interplay of emotions is one of the largest deciders of online activity for users. Whether the story is sad, or it enrages users, there is no one simple answer to what makes content go viral. However, this study can provide significant direction to any content marketer or online marketing professional, as it details how the interplay of emotions affects users.”

Also check out Pew Internet’s latest Teens, Social Media & Technology Overview 2015 if that’s your target demographic. Spoiler alert: Facebook isn’t the teen ghost land you’ve been told it is.

On podcasting. 

7 Podcasting Best Practices [from Cision; written by Jim Dougherty]

“People don’t listen to podcasts because they are podcasts, they listen to great content that is delivered via the podcast medium. “

Plan your content, respect people’s time, and build in meaningful metrics to measure your success.

On that content darling of the moment, video. 

Best Practices for Video Marketing on Social Networks from Cisco, SAP & Bally Switzerland [from TopRank; written by Emily Bacheller]

“Tailor your video for short attention spans by keeping it under three minutes. . .The length of your video will also depend on the platforms that you intend to distribute it on. For instance, Instagram videos are just 15 seconds long, and Vine videos just 6 seconds. Before you script and create your video, determine which social platforms you’d like to play it on, and the time limits associated with videos on those channels.”

Keep in mind you can also take pieces of a longer video to share as a teaser on Instagram, or recreate a salient point of on Vine.

How Vine lost its edge [from Econsultancy; written by Christopher Ratcliff]

“It’s the tight constraints of Vine itself that mean only a relatively small amount of formats can actually work.

If you triple this running time to 15 seconds, suddenly an exponential number of storytelling formats open up, as do the creative possibilities.

You have to work so much harder to be original on Vine than you do on Instagram, and being as Vine has a much smaller audience, it’s easy to question what the point is.”

Top Social Video Advertising Metrics [from Marketing Charts; written by staff]

Keep an eye on Facebook video:

“. . .while more advertisers ran video ad campaigns on YouTube (77.8%) than on Facebook (63%) last year, this year more plan to run a campaign on Facebook (87%) than on YouTube (81.5%).

Mixpo-Top-Social-Video-Advertising-Metrics-Apr2015

 

Emphasis added.

Written by Sarah

April 10th, 2015 at 8:56 am

The Week in Social Analytics #148

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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

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.”

And

“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.

The Science Behind Quality Content: A New Study [from Ann Handley]

“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.”

acrolinx-global-content-quality-scores-2015

“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 

Crisis Communications: Have a Plan for Success [from Spin Sucks; written by Gini Dietrich]

“So the first thing we did is talk through the difference between an issue and a crisis.

An issue:

  • 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.”

Shh. . .What We Learned From Silence [from Social Media Explorer; written by Matt Hollowell]

“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 

B2B Marketers Are Humans, Too [from Convince and Convert; written by Bryan Bartlett]

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.

The One Element Most Marketers Forget About Social Media [from Heidi Cohen]

“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.”

Written by Sarah

April 3rd, 2015 at 9:13 am

The Week in Social Analytics #147

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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

On content marketing

How to Overcome Content Marketing Struggles [from eMarketer; written by staff]

“In order to overcome resource, strategy and budget issues, marketers should consider having someone directly responsible for an overall content marketing strategy, as well as auditing, reusing and repurposing content.”

The 10 New Rules Of Visual Content Marketing [from Jeff Bullas]

8. The Law of Consistency 

Apart from engaging customers, the role of visual content is to reinforce your brand. For that to happen, your content needs to have consistency.

This isn’t strictly a new law, but it’s worth reinforcing. We’re not referring to publishing visual content consistently. It’s more about elements in your visuals that tell your target market that the visual is from your company – even if you’re not linked or tagged in it.

You can do this by using the same:

  • Fonts and colours as your website
  • Images in your company’s social media accounts and profile page headers
  • Design element like a background, banner, or logo.

Video Content Marketing: Pros, Cons, Examples and Best Practices [from TopRank Online Marketing Blog; written by James Anderson]

“Video has to be done right to be effective.”

Do YouTubers Fuel Purchase Intent Among Teens? [from eMarketer; written by staff]

Normally when you see a headline that ends in a question, you know it can immediately be answered with “no”. In this case, however, the answer is a resounding “yes”:

“YouTubers also had a much bigger influence on purchase intent among teens, as 63% said they would try a product or brand suggested by a YouTuber. In comparison, fewer than half of respondents said the same about recommendations from a TV or movie star.”

emarketer youtube

On social for events and making the most of social employees

Planning an Event? Don’t Get Skimpy With Your Social Media [from Marketing Profs; written by Joe Matthews]

“. . .to truly develop real-time, online buzz for an event, marketers must seek out genuine, nonintrusive ways for the brand to be included in the event content being shared to social. This means marketers need an event marketing strategy that taps into existing social habits of the audience.”

The Social Media Opportunity Most Businesses Miss (Do You?) [from Heidi Cohen]

Employees are the major social media opportunity most businesses overlook.

. . .

Change how you view your employees. See them as real people who have their own relationships, needs and interests beyond your business. Further, they’re experienced social media users who engage with their family and friends on a variety of networks.”

Emphasis original.

On campaigns

How to Create an Unforgettable Integrated Campaign [from Convince and Convert; written by Jessica Gioglio]

Not everyone has Oreo’s resources, but it’s always inspiring to see a clever and well-executed campaign across platforms and in the real world.

9 Word-of-Mouth Campaigns That Rocked [from Cision; written by Jim Dougherty]

“In 2015, social networks have demonstrably changed the word-of-mouth distribution model. Forty-seven percent of all U.S. adults use Facebook daily, 25 times the number of total daily social media users a decade earlier. While Jonah Berger’s research in Contagious: Why Things Catch On indicates that face-to-face word-of-mouth is more effective than social media word-of-mouth, social media is not an insignificant contributor to word-of-mouth ‘buzz.’”

Written by Sarah

March 27th, 2015 at 8:54 am

The Week in Social Analytics #146

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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

On social media platforms and best practices 

9 Social Media Rules That Are Meant To Be Broken [from Business 2 Community; written by Zoe Summers]

Know the rules thoroughly before you take smart risks breaking the right ones.

Actionable Tips for Finding the Right Social Media Platform [from Eli Rose Social Media; written by Kristin Zaslavsky]

“On any platform, consistency is key. If you can’t regularly schedule solid content on a social media platform, it may not be worth your time, money or sanity to be there just to be there.”

On brand personality 

#51: Putting More “You” in Your Business—A Guide to Building Brand Personality [from Amy Porterfield]

“Believe it or not, there is even an industry term for this way of infusing your brand with personality. Marketing analysts call it the “personality differentiator.” Here’s what it can do for your business:

  1. It demonstrates why you are different from others who provide very similar products or services.
  2. It engages your audience capturing their interest and drawing them into your message.
  3. It establishes an ongoing rapport between you and your audience, creating a bond that will help you convert leads into clients when the time is right.
  4. It proves there is more to you and your brand than just facts, figures, and fancy technology. It shows you actually have heart.
  5. It transforms your message from boring to fascinating, increasing both the impact of your message as well as the quality of the opportunities your messaging generates.”

On content marketing

Visual Marketing Key in Helping Brands Attract Teens [from eMarketer; written by staff]

Teens spend more time on visually based platforms like Snapchat and Instagram, but that doesn’t mean that Facebook is going to instantly disappear.

“[Facebook is a] long way from being replaced by the younger group. Right now, they’re just not going to spend a lot of time there.

Facebook did what Myspace was trying to do. Facebook allows you to stay in touch with your friends and family in an easy way. It’s hard to imagine something coming along that’s going to get that mass and that will do it in a more effective way than how Facebook is doing it now.”

Are brands the saviours of long-form content? [from Econsultancy; written by Michael Hewitt]

“Long-form content, particularly in the guise of investigative journalism, is a dying art. The instantaneous information age has left news publishers cutting budgets for investigative journalists, focusing instead on cheaper quick-fire click-bait, short-form stories and listicles. What little investigative journalist remains is usually reserved to more niche publications.

Too many news publications have wrongly assumed that incredibly connected and time-poor audiences have no desire for long-form content. They’re wrong.

Are brands going to replace genuine investigative journalism? Probably not. There is arguably too much self-interest for branded investigative content to be taken seriously enough by audiences. However, they are certainly capable of filling the gap for long-form that mainstream publishers leave behind in the pursuit of replicating Buzzfeed and Shortlist.”

Video Considered Difficult – but Effective – Content Marketing Tactic [from Marketing Charts; written by staff]

“Some 59% of respondents cited video as among their most difficult content types to create, ahead of webinars/online events (50%) and research/white papers (50%). But almost half of respondents (46%) reported videos to be among the most effective content types used, second only to articles and case studies (54%).”

Ascend2-Most-Effective-Difficult-Content-Marketing-Types-Mar2015

The Week in Social Analytics #144

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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

Platform-specific pieces: 

5 Visual Storytelling Tips To Power Your Content Marketing On Facebook [from Jeff Bullas]

“. . .it’s becoming a necessity to be different. Your Facebook audience, while procrastinating their commitments ahead of them, will take out a few minutes to scroll through their News Feed. Most likely, they’ll skip anything uninteresting.

So with that in mind, you need to come up with content that’s well worth engaging with for an extended amount of time, which leads to the question:

How can your content break through the noise?

Instagram Will Top 100 Million US Users by 2018 [from eMarketer; written by staff]

“Going forward, Instagram will also compete with other emerging social networks for attention among these younger demographics, and by extension, for brands’ ad dollars in reaching those demographics. However, over time, we believe Instagram’s straightforward and simple content feed has wider appeal across all demographics—no matter what age or level of digital savvy.”

emarketer Instagram

Do I need two Twitter accounts? [from {grow}; written by Mark Schaefer]

Addressed on both the “philosophical and practical” level.

On social strategy: 

How Small Businesses Should Be Using Social Media [from Social Times; written by Katherine Halek]

“What do you hope to gain from social media? If a high follower count or an overnight viral post is your idea of social success, you may learn the hard way that those things in themselves are not guaranteed to bring you more business. Instead of a one-hit wonder, your main focus should be meaningful interaction, with the end goal of building a dedicated fan base.”

On video marketing. So hot right now. 

3 Rules for Better Video Marketing [from Convince and Convert; written by Tyler Lessard]

“Online video is quickly becoming one of the most important and inventive parts of the modern marketing mix. It can seem daunting to dive into, but this report offers a good place to start for understanding how much more comprehensive video can be as a weapon in your arsenal when you approach it with a balance of strategy, integration, and measurement.

YouTube Stars More Influential Than Big-Screen Ones, Youth Say [from Marketing Charts; written by staff]

“There appears to be an age trend when it comes to following stars on social media, though: 13-year-olds are far more likely to follow a YouTube (59%) than TV/movie (32%) star, while the gap is closer for 14-17-year-olds (53% and 44%, respectively). Among 18-24-year-olds, slightly fewer follow YouTube (51%) than TV/movie (54%) stars.”

This has big implications for brands with certain target demographics who are looking to do celebrity partnerships.

DEFYMedia-YouTube-Stars-Influence-Youth-Mar2015

The Week in Social Analytics #138

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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

On campaigns and measurement 

Beyond Impressions and Reach: Connecting Campaigns to Conversions [from Marketing Profs; written by Stacy DeBroff]

“By keeping our clients’ business objectives in mind and implementing tactics that can map to those goals, we can handcraft social media and digital campaigns that change consumer behavior. And when we do that, we can dramatically prove out our value to the C-suite in a far more profound way than through reach numbers.”

How To Drive Measurable Social Media Results [from Heidi Cohen]

“But it’s difficult to yield measurable social media results on any social media network, based on AOL via Converto research. That’s because social media interaction tends to occur in the middle of the purchase funnel.

“Understand that social media is best at building awareness since it reaches a broad cross section of customers before, during and after they purchase.”

On content marketing 

Where Is Content Headed? [from B2B Marketing Insider; written by Michael Brenner]

“Storytelling and corporate social responsibility will stop being labeled buzzwords and will become business imperatives as consumers connect with the brands who do it well and who do it consistently.”

The Only Thing You Need to Know About Content Marketing Strategy [from Social Media Today; written by Lacy Boggs]

“Here’s the key: When it comes right down to it, nobody is going to care if your videos are shot on a fancy-pants video camera or your trusty iPhone — if the information is valuable and useful to them.

Action tip: Focus on creating valuable content in a variety of formats to create a content marketing plan that works for you.”

EGC is the Key Content Marketing Trend [from Convince & Convert; written by Jay Baer]

EGC = Employee Generated Content

“Consider your own experiences in the wild. If you go to Lowe’s and ask the guy in the blue vest how to work on a project, you listen and believe it more than if you just read something on their website. The personal (and personality) layer inherent in EGC matters.”

4 Types of YouTube Videos PR & Marketing Pros Should Make [from Cision; written by Teresa Dankowski]

“Video has the power to find and retain consumers, create brand recognition, boost engagement and convert sales. But what kind of videos, exactly, should your brand be posting on YouTube? Here are four types of videos PR and marketing pros should make:

  1. Tutorials
  2. Campaign Kickoffs
  3. Authentically showcase offerings
  4. Reinforce brand values”

Click through to the full article for details and examples for each type of video from brands who are already executing this style of content well.

Everything else 

Three digital marketing mega trends for 2015 [from Econsultancy; written by Ashley Friedlein]

“Let us start with the bombshell. There isn’t anything new on the digital marketing horizon for 2015 that excites me much in isolation. “

Definitely worth a read.

6 Tips To Build A Strong Social Media Customer Service Plan [from Wade Harman]

“When you are able to successfully listen as a brand, then you have succeeded in looking beyond the numbers and what the data can tell you about any one thing. It helps you to stay informed and personal with the follower and the customer, and they will always tell you what they need.”

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