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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

without comments

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

The Week in Social Analytics #123

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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.

B2B marketing 

The Number One Secret to B2B Content Marketing Success Plus 150 B2B Marketing Statistics [from TopRank Online Marketing; written by Lee Odden]

“Document your content marketing strategy and follow it closely.

If you’re feeling a bit underwhelmed, here’s the thing:

  • 35% of B2B marketers in this year’s survey said they have a documented content marketing strategy
  • 48% said they have a content marketing strategy, but it is not documented.”

6 Pinterest Tips for B2B Brands [from Social Media Today; written by Ekaterina Walter]

“Pinterest is uniquely placed to grab the attention of a variety of people. By creating different boards, you can reach out to everyone, from a designer to a buyer. GE has a fantastic page; boards such as the ‘Art of Innovation’ show its quirky side, while ‘From the Factory Floor’ shows technical information.”

Study: 86% Of B2B Marketers Use Content Marketing, But Only 38% Believe They’re Good At It [from Marketing Land; written by Amy Gesenhues]

CMI-study-types-of-content-marketing-used

 

See the full report here.

Content Marketing 

How To Break Through The Noise With The 3 Vs Of Content Marketing [from B2B Marketing Insider; written by Michael Brenner]

“Volume. Variety. Value.”

9 Ways to Utilize Social Media for Storytelling! [from Millennial CEO; written by Brian Fanzo]

“Social Media is the perfect platform for storytelling but to do it correctly it’s more than just telling your story with words it’s a compilation of all your digital actions.”

Five Steps to Creating a Video Marketing Strategy [from Marketing Profs; written by Michael Litt]

“A good plan is the difference between knowing that your content is delivering ROI and throwing things at the wall and seeing what sticks.”

Hashtags 101: How to Create Your Own [from AllTwitter; written by Lauren Dugan]

“. . .businesses may choose to create their hashtag for a number of reasons, including:

  • Encouraging event participants to live tweet
  • Hosting a Twitter chat
  • Hosting an online Q&A
  • To promote a product launch
  • To show support for a charity or cause

. . .Be sure that you understand what purpose your hashtag will serve before your create it.”

Everything else 

Doing Real-Time Marketing Right [from SHIFT Communications; written by Zach Burrus]

“If done right, RTM has the potential to go beyond other strategies and generate the kinds of authentic interactions and relationships that ultimately lead to brand ambassadors.”

Youth and Brands: What’s the Relationship? [from Marketing Charts; written by staff]

“The results suggest that youth are more connected to brands than their elders, but that many feel they’re not being taken seriously enough.”

 

HavasWorldwide-Consumer-Relationship-with-Brands-Oct2014

Written by Sarah

October 10th, 2014 at 9:29 am

The Week in Social Analytics #119

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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:

5 ways to produce content that drives revenue [from iMedia Connection; written by Erika Goldwater]

“. . .some 90 percent of marketers invest a huge portion of their budget on content without a formal strategy in place. A documented strategy can dramatically improve resource and budget allocation, buyer targeting, and content idea generation. And it should include concrete and measurable goals, as well as a system for tracking performance relative to those goals across the lead-to-buyer lifecycle. If driving sales and revenue is your goal, there’s only one way to know if your strategy is working: measure effectiveness across the funnel and make adjustments accordingly.”

Content marketing and the difficulties of storytelling [from Econsultancy; written by James Curtis]

“The other big contributing factor to why content marketing campaigns fail to deliver good storytelling is that we forget that most obvious of challenges with digital media, the narrative is often non-linear.”

Visual content:

Visual Content, Confusion, and Copyright Laws [from Spin Sucks; written by Lindsay Bell]

Take it from the macaque: It’s your job to make sure you’re keeping up with and following copyright laws on the images you use in your visual content and marketing.

5 Visual Platforms to Boost B2B and B2C Engagement [from Social Media Today; written by Mordecai Holtz]

If you’re looking to produce and share more visual content, consider these platforms.

Three Instagram accounts every marketer and designer should follow [from Econsultancy; written by Edwyn Raine]

Any overlooked suggestions to add to this short list?

Master the platform:

How to Build Your Brand on YouTube and Reach New Customers [from Social Media Today; written by Joy Mali]

“Video is the best way of communicating your brand to your customers since it establishes a real time experience within them, and your customers feel as if they have really connected with your product. Hence, video can easily support your branding effort like no other medium.”

Brand Marketing on Vine: How to Sell Yourself in Six Seconds [from Social Times; written by Jon Mowat]

Key takeaways from some of the brands best at using Vine:

  • They all have the brand’s community at their heart. GE showcases science, Samsung showcases extreme outdoor sports and French Connection showcases their clothing range to those interested in fashion and travel.
  • There is never a hard sell. In fact, it’s best to avoid traditional advertising calls to action, as they just don’t work on the platform. Each of the Vines above simply give you something to think about; the takeaway is a simple, personal moment. Connection to the brand has to be more subtle and often only establishes itself after you’ve hooked your audience on your style of Vine.
  • They left the door open for you to return. Great Vines will make sure to leave you wanting the next story with anticipation.
  • Creativity was a watchword. Each Vine used the format to its strengths and didn’t try to make a Vine something it can’t be. With the platform, you’ve got a precious few moments to make an impact. Don’t waste them, but at the same time don’t try to cram everything in. Efficiency and the simplicity of your message is key.

Everything else:

Does Social Media Make Crisis Communications More Difficult to Manage? [from PR Newser; written by Shawn Paul Wood]

Seems especially applicable in the wake of DiGiorno’s Twitter mistake earlier this week, and brands’ inability to keep quiet on 9/11.

How to Incorporate Social Media Into Your Product Packaging [from Social Mouths; written by Francisco Rosales]

“Product design and product packaging are two of the only ways you can draw consumers back into your online campaigns as they navigate the physical world. A social campaign may get the ball rolling, but a single hashtag or slogan on your packaging will encourage users to engage more deeply both in person and online.”

The Ultimate Guide To Social Media Contests, 15 Steps [from Social Fresh; written by Erica Campbell Byrum]

Helps you build a plan with a timeline from three months out.

The Week in Social Analytics #114

without comments


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.

5 Measurement Pitfalls to Avoid [from Mashable; written by Eliza Berman]

“. . . in the quest to back up every move with cold, hard data, it can be easy to mistake any old numbers for useful numbers. Not all data is created equal, and the best way to ensure you’ll be collecting the right data is to develop the right set of performance metrics.”

How To Corrupt The Social Data You’re Gathering (And Kill Your Focus Group In The Process) [from Marketing Land; written by Kevin Ryan]

“There is a big difference between listening to your best customers and lurking among them to gather information; in the former, you have initiated a meaningful dialogue, while the latter will leave your customers feeling like lab rats.”

How To Set Marketing Goals You Can Actually Achieve: Advice From The Experts [from KISSMetrics; written by Chloe Mason Gray]

A few of the key takeaways:

  • Take time to truly understand your current position in order to set achievable marketing goals.
  • Choose 1-2 core goals that impact the bottom line and 3-5 supporting goals. Anything more than that will distract you from what’s most important.
  • Alternatively, try focusing completely on just one goal.
  • Pick goals that you genuinely care about achieving (be authentic).
  • Don’t just focus on the finish line; enjoy the process of achieving your goal.
  • Set the minimum bar at delivering on at least 70% of the planned improvements each quarter.
  • Approach each new marketing goal with as much data and information as possible.
  • Make sure your short-term goals always support your long-term prospects.

How the World Sees You Should Govern Your Social Media Style [from Convince and Convert; written by Jay Baer]

“…if you can understand how people see you at your best, then you can simply focus on those areas where you’re most primed to succeed and avoid the areas that are going to be like quicksand.”

How to Write a Crisis Communications Plan [from Spin Sucks; written by Gini Dietrich]

“But the real issue isn’t that they did bad things—we’re all human and we all make mistakes—it’s that they were handled by people who didn’t have any crisis communications experience.”

Pair with our piece on crisis communications for airlines, as well as part I of our crisis communications for cruise lines (look for part II next week.)

The Five Essential Elements of a Great Company Story [from Marketing Profs; written by Sandra Stewart]

Not every company is the wunderkind of tech, but every company does have a story to tell.

How Digital Media Has Changed the Art of Storytelling | Infographic [from Social Times; written by Kimberlee Morrison]

“From ‘blog’ being named the 2004 Merriam-Webster word of the year, to the rise of content curation and visual media — the art of storytelling is a craft that remains at the heart of digital media.”

Who Are You? How to Develop a Brand Identity for Instagram [from Likeable Media; written by Roly Gonzalez]

You have to be authentic to who your brand and develop a brand identity on Instagram that accomplishes the following:

  • Stays true to your overall brand identity
  • Conveys a straight forward persona to your audience
  • Utilizes the tone, feel, and language of the platform

What Types of Brand Videos Do Consumers Want to Watch? [from Marketing Charts; written by staff]

“According to the Levels Beyond survey, consumers are most interested in how-to, instructional or tutorial videos (67%), followed by:

  • comedy or spoof videos (42%);
  • product/informational videos (34%);
  • micro-documentaries, telling the story of a person or event (33%); and
  • animations/infographic videos (30%).”

Written by Sarah

August 8th, 2014 at 8:54 am

The Week in Social Analytics #112

without comments


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.”

How to Build the Commodities of Identity and Trust in Social Media [from Danny Brown]

“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.”

Emphasis added.

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.’”

Second Half Content Marketing Checklist – 50 Points [from Heidi Cohen]

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.

Written by Sarah

July 25th, 2014 at 9:06 am

The Week in Social Analytics #99

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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.

Instagram Diverges From Vine By Personalizing Explore Tab [from TechCrunch; written by Josh Constine]

“. . .Instagram’s Explore page is now also personalized with top photos and videos Liked by people you follow. Personalization highlights Instagram’s focus on your own social graph and a subjective vision of beauty, to contrast with Vine, which centers around re-sharing and globally popular expert content creators.”

Pair with MIT algorithm predicts how popular your Instagram photo will be [from The Verge; written by Adrianne Jeffries].

Brands Need to Stop Trying to Play Hero [from AdWeek; written by Gaston Legorburu]

“Remember, the goal is participation, so brands must create experiences beyond the narrative where heroes become immersed and involved. That’s the differentiator between a story told and a story lived.”

Study: 4.7% of Your Customers Generate 100% of Your Online Word of Mouth [from Mack Collier]

“So to put it another way, it is 4.7 percente of your social media following that generates all of the word of mouth results, and by results we mean conversions, not just reach.”

Stop Trying to be Human– Try Being Useful [from Social Media Explorer; written by Tracey Parsons]

 “It is however, un-natural to “engage” with a product or brand. I almost never talk to my pillow. I occasionally talk to my treadmill, but not in a nice, friendly way. So, let’s drop this whole notion of being more human and try instead to be useful.”

The art of storytelling in 6 content marketing context questions [from Fusion Marketing Experience; written by J-P De Clerck]

“Do brands create stories? Or do stories create brands?”

3 Reasons Your Brand Should Be Using Video On Twitter Right Now [from All Twitter; written by Lauren Dugan]

Video can make it possible to create an in-platform experience to connect with your fans, followers, and customers.

Pins, Tweets, and the Law [from TheBuzzBin; written by Dave Folkens]

A must-read if you’re planning a social contest:

“The issue for the brand in this case, and for all brands across any social network or site online, is disclosure and transparency of the connection between an activity and the incentivized nature of that action. Would a Pinterest user potentially create a board of fashionable shoes they liked? Absolutely. If the reason for the board, though, is a chance to win a prize, then they are essentially advertising to followers on behalf of the brand. Based on FTC guidance within its .com disclosures material, social media pins or posts are equivalent to providing an endorsement of the products. The use of a hashtag as part of the contest was also required and some might argue that was enough to identify that it was a promotion but it didn’t clearly indicate the potential financial connection so it failed in that sense of the disclosure. So while the brand was not (in my opinion) trying to deceive or trick users, it did not meet the true standard of the disclosure guidelines.”

Plus two more pieces on Pinterest from Social Media Today: Pinterest: The Gentler, Kinder Side of Consumer-Generated Endorsements and 9 Marketing Tips for Pinterest.

The Social Media and Device Facts You Need In 2014 [from Heidi Cohen]

“. . .what’s critical for marketers using social media and content marketing is that consumers want the content they choose on the device of their choice when they want it.

Emphasis original.

How to Succeed with Snapchat Marketing [from Social Media Today; written by Chris Syme]

An in-depth breakdown of marketing on the platform famous for its ephemeral content.

Written by Sarah

April 25th, 2014 at 9:38 am