Breakfast Seminar on Social Media Trends & Opportunities.
Speakers from Twitter, ManageFlitter and More.
Tickets are only $15.
Healthy Breakfast snacks, tea and coffee provided.
Breakfast Seminar on Social Media Trends & Opportunities.
Speakers from Twitter, ManageFlitter and More.
Tickets are only $15.
Healthy Breakfast snacks, tea and coffee provided.
There is simply no denying it. Twitter is huge. According to the social media giant, there are 284 million monthly active users, and more than 500 million Tweets are sent every single day. Of those 284 million, 80% are actively using mobile devices and 77% are based outside of America.
Given such enormous usage and engagement rates, it should come as no surprise that, if Twitter is your social media platform of choice, there is a myriad of options available when it comes to tools for Twitter. There are Twitter tools to assist in scheduling, Twitter tools that help with reporting, and even Twitter tools to assist in listening to the Twittersphere.
I bet you’re about to breeze on pass this section. You’re thinking, ‘Bitly is just a link shortening service. Boring. Next.’ But that’s where you’re wrong! While Bitly may have been shortening half a billion links per month (and processing eight billion clicks on those links) since 2008, Bitly has so much more to offer. Bitly provides a range of audience insights, allowing you to analyse and understand audience engagement acquired through both owned and earned brand assets. You can even use it to segment your audience, set goals, and syndicate and deliver content across a range of platforms.
Buffer allows you to schedule your tweets, so that you can evenly spread them out across the course of the day (rather than bombarding your followings with 67 tweets in one hour). It will also generate relatively in-depth reports, showing you which tweets are the best performing with your followers, and what times of the day are most popular. Buffer can also automatically shorten your links for you (eradicating the need for Bitly). This Twitter tool is used by quite a few big name brands, including Business Insider, Fortune, and About.com. And, it has a crisp, clean, easy-to-use interface.
Buffer offers a range of packages for business accounts, including Small Business (up to 15 connected social accounts) for $50 per month, Medium Business (up to 50 connected social media accounts) for $100 per month, and Large Business or Agency (up to 150 connected social media accounts for $150 per month). There are also different packages for individual users, with the ‘Awesome Plan’ priced at $10 per month. This allows you to add up to 100 posts, and include 10 social media profiles. There is a free version available though, which allows you to link Facebook, Twitter, LinkedIn and Google+.
Hootsuite shares many of the same features and functions as Buffer. It allows you to manage all of your social media platforms and schedule updates from one, easy-to-use dashboard. It also provides a range of audience insights and analytics, helping you see how well particular posts perform. Added benefits include Hootsuite’s (self-proclaimed) best-in-class social media monitoring and listening tools, as well as enabling multiple users. This can be particularly useful if you have a large team working collaboratively on your Twitter presence. It also allows you to connect more than 35 different social media platforms to the one dashboard.
Again, there are three different packages available. The free version is perfect for personal use; it allows you to connect up to three social media profiles and includes an array of scheduling and reporting tools. The Pro version, which starts from $10 per month, allows you to connect 50 profiles and has much more advanced reporting and scheduling mechanisms. Then, if you’re really serious about your tweeting, there’s the Enterprise version. This offers unlimited everything: profiles, reporting, scheduling, targeting, archiving, and even a dedicated account manager.
From the creators of Twitter itself, comes TweetDeck; the most powerful Twitter tool for real-time tracking, organizing, and engagement. Using TweetDeck, you can create custom tailored timelines, based on your particular needs. You can use these timelines to keep track of searches, lists, particularly hastags or Twitter handles. Then, you can refine all the returned results with a filter. It also allows you to manage, monitor, tweet, and schedule tweets from multiple Twitter accounts all from the one dashboard. TweetDeck is a free app, available for download in Mac, Windows, and Chrome formats.
According to the homepage of its website, SocialBro is the number one marketing platform for Twitter. Quite a considerable claim to fame. It provides users with a number of benefits, allowing you to browsing your community to get to know your followers, identify influencers in your network, analyse your competitors and benchmark your performance against theirs and get a number of different audience insights. However, one of SocialBro’s most powerful features is its ability to determine when your best time to tweet is. By using a custom sample, SocialBro will determine when the largest proportion of your audience is likely to be online. And, with SocialBro now integrated with Hootsuite, once you know the best times to be tweeting, you can easily schedule your updates.
Twtrland has a very large database of social profiles, all of which have been sorted into more than 60,000 different categories, which can be further filtered into even more specific niche markets. By using these filters, you can connect with the right people, and increase your Twitter network. Not only that, you can use targeted searches to drive increase word-of-mouth of engagement, generate leads, and better understand your audience to build a successful content marketing strategy. This Twitter tool can help you see what influencers in your particular field are sharing, who they are interacting with, and what their most popular content might be. There are three different levels of pricing, Professional (at $49 per month), Business (at $99 per month), and Deluxe (at $249 per month).
Twitonomy is all about data analysis. You can use this Twitter tool to analyse either your own account, or the account of anyone else. You can access reports on:
It’s quite a handy little analysis and reporting Twitter tool to have in your arsenal.
Hashtracking provides historic and real-time Hashtag data and insights. A particular hashtag search will return detailed statistics, including how many times a hashtag has been tweeted, retweeted, or favourited. It will also display contributor and influencer lists and analytics, and all data as far back as 30 days. This tool is used by quite a few global brands, including IBM, Microsoft, NBC, Yahoo! and Red Bull.
Hastracking offers a range of packages, so there is sure to be one that meets your hash tracking needs. There is the Personal package, which includes up to three hashtags for $29 per month; the Bronze package which includes up to five hashtags for $79 per month; the Silver package which includes up to 15 hashtags for $189 per month; and the Gold package which includes 40 hastags for $399 per month.
Based in California, Topsy is a social search and analytics company which maintains a comprehensive index of tweets, dating back to Twitter’s inception in 2006. It is thought that Topsy has records of billions and billions of tweets. So, if you are looking to do some research on Twitter, particular Twitter users, or how topics have waxed or waned on Twitter, then Topsy is the tool for you. Topsy has a range of products that you can use to search, analyse and draw insights from conversations and trends on public social media platforms. Topsy ranks results using a social influence algorithm that measures social media authors on how much others support what they have to say.
Once you’ve taken a look at all the tools above, it might be time to get your Klout score. You can track how your tweets, retweets, likes, and shares change your Klout score. Your Klout Score is a number between 1-100 that represents your influence. The more influential you are, the higher your Klout Score. Influence is all about your ability to drive action. So, when you share something on social media, the more people that respond (with shares, likes and retweets), the more influence you have. The more influential you are, the higher your Klout Score. At the time of writing, Barack Obama had a Klout Score of 99, Justin Beiber was ranked at 92, and Zooey Deschanel at 86. Klout can also help you increase your score, providing suggested content that you should be sharing.
Copyright Marisa Allegra Williams (@marisa) for Twitter, Inc. Courtesy of https://www.flickr.com/photos/twitteroffice
If, like me, you’ve worked in the marketing industry for ten years or more, chance are, you’ve had a question that goes a little something like this: Where is the ROI in PR? Or, is there really any benefit to marketing? Or (my personal favourite in recent years) what can social media really do for the company anyway?
Questions that (probably unbeknownst to the naïve asker) make your blood boil, that make the red mist descend, or that make you want to curl up in a little ball and hide under the covers indefinitely.
If your chosen marketing discipline cannot be measured based on immediate sales figures, then red-mist-inducing questions can be common place. And, unfortunately, it is the thinking (or lack thereof) behind such questions that often leads to your budget being hit first when things are tight.
For marketing professionals in some of the ‘softer’ marketing disciplines, like PR, quantification of results has always been notoriously difficult. Traditionally, PR campaign reports focus on figures linked to awareness: circulation and readership figures, website hits and impressions, the equivalent cost of advertising spend. For social media marketing managers, those same reports now centre on new fans and followers, the number of post likes, and website click-through rates. All too often, reports such as these engender a raised-eyebrow response from senior executives who want to see a clear, demonstrable return on investment for every marketing dollar spent.
All these awareness results and reporting metrics are a perfectly valid marketing objective for any business. Brand awareness is essential: you have to have an audience to market to. If no one knows who you are, no one will purchase your products or services. Social media is the perfect conversation platform for increasing brand engagement (keep in mind social media is best used for ‘pull’ marketing, rather than ‘push’ style marketing).
But, senior executives will want to see a more solid return on investment than simply increased brand awareness. For social media marketing to be considered successful, and sustainable long-term, you need to demonstrate exactly how social media is contributing to the company’s bottom line. Here’s a few tips on how to do exactly that, and how to manage a successful social media program.
As with any marketing or advertising campaign, step one should be defining your objectives. Social media marketing objectives should always be linked back to broader business objectives. For instance, if your company is expanding into new markets, or new industries, then your over-arching social media marketing objective might be to establish your company as a thought leader within that new market or industry. Then, you could break this broader objective down into smaller, measureable, actionable goals. Your social media objective should never be something as open-ended as ‘Increase Twitter followers’.
Include an action-based metric that can be counted in your social media marketing campaign. In the case of social media, an action-based metric is often a click. So, give your fans and followers something to click on. Once you have their attention, give your fans and followers a specific task. Do you want them to share your update? Click on a landing page? Purchase your product? Provide their email address? Whatever the action might be, make sure that it is linked to our broader business objective, and that you have the tools in place to count and measure audience behaviour. The counting helps to quantify social media results, and demonstrate ROI.
Once your fans and followers are following your lead, and responding to your call to action, re-route them through to some sort of lead capture form. This step can be tricky, and must be done carefully. Oftentimes, users don’t want to re-routed away from the website (or app) that they are already using. So, where possible, use data collection mechanisms that are embedded in the social media platform itself. Facebook enables custom tabs and promotions options. So use them. Then, set up a database that manages all these new leads, and that reports on their behaviour. For instance, you might add all new leads to your e-mail marketing subscriber list. Then, use your email-marketing software to record their behaviour, and track their newsletter opens.
This is where senior executives get really excited. If you can demonstrate that you are cultivating customers all the way from Twitter to the cash register, then never again will you have to answer the red-mist-inducing question ever again. Once you have your leads on-board, and stored in your e-mail marketing software, it’s time to ensure that any multi-touch attribution is attributed to your social media campaign. Make sure that senior executives know that the only reason that customer XYZ purchased products was because you engaged them to Twitter to begin with.
Make sure that your website has Google analytics installed and working. Then, by using the ‘Acquisition’ reporting section, you can determine exactly how your website visitors are landing on your site. You will be able to see, quickly and easily, what percentage of website traffic is being generated by social media platforms, compared to organic searches, other website referrals, and direct links.
All senior executives are busy; it goes with the territory. But, at the end of the day, they still want to know, and understand, how budgets are being spent, particularly when revenue is down. So, make sure that your social media marketing report is presented in the way that is most appealing to senior executives. Ensure that it is clear and concise. Make sure that reporting is consistent: that you consistently use the same reporting cycle, and the same reporting metrics. Make sure every month you are comparing apples and apples. It never hurts to include a detailed monthly report, with a brief (updated) annual summary.
For some further reading on the hot topic of social media, check out:
Social media is a fantastic opportunity for brands to engage with their customers, and many have already begun to take advantage of this. With so many brands on social media, it can be difficult to compete, especially if your budget and resources are low. However, getting consumer’s attention doesn’t need to be expensive – simply having an interesting conversation online can be a great way to encourage engagement.
In order to get your message across effectively, you need to choose the right platform for your target audience, otherwise you risk being ignored. While Facebook tends to capture the market with its large membership, it isn’t always the right choice. If you are targeting a specific niche, for example, it may well be worth exploring different social avenues. Lifestyle, fashion and food-based businesses tend to have a lot of success on visual platforms such as Instagram and Pinterest, whereas B2B business will have more success building a community on LinkedIn through groups.
If your company has the resources, spread yourself across a number of platforms where your customers are engaging within their communities. For example, many fashion bloggers have an Instagram and Facebook account to increase engagement. Instagram is where bloggers feature their ‘outfit of the day’ while Facebook or Twitter is where they tend to update their readers on their latest fashion posts. For a fashion-based client, then, it would be beneficial to have a presence on both platforms. If a blogger is wearing your brand’s clothing, they are likely to tag you in their post, bringing attention to your brand.
It is important to be as human as possible over social media; after all, you are engaging real people in a real conversation. Measure your tone against conversations that you might have with your friends – if it sounds too formal, it’s probably not suitable for social media. The tone of your conversations with customers and the message you send out can also help to really showcase your brand’s personality.
When it comes to setting your tone, you need to take an open approach and reflect your company’s values and brand image. Think about what sets you apart from the rest of your market, and the culture and ethos of your company. Setting a tone will help to humanise your brand and allow you to take part in natural conversations, making you relatable to your customers.
ASOS Global Social Media Manager, Sedge Beswick explains how the company has fun on social but also positions themselves as an authoritative figure in the fashion world:
“At ASOS we are obsessed with finding out what appeals to our ‘20 something audience’ so we can make sure our tone is truly engaging. We aim to be witty, enthusiastic and sometimes when it comes to fashion advice, authoritative, as this is what our audience responds to.”
The customer should come first in everything you do. If you follow that rule it’s hard to go wrong. It’s easy to over-promote, so make sure that your posts are relatable and the subject of your conversation is timely. At ASOS, for example, they talked about the ten most fashionable bunnies during the Easter weekend. This was topical, encouraged conversation, and also helped to promote their fashion news section. Calls to action also help to entice conversation and get people interested in what your company does.
Mashable recently revealed that visual content tends to be more effective than written content, reporting that “in a study of the top 10 brands on Facebook, users liked photos twice as often as text updates. And they shared videos 12 times more than photo and text posts combined.” Experts are claiming that visual content will have a dominant presence in 2014, as visuals are becoming easier to create, are cost effective and people are more likely to engage with the brand.
This doesn’t mean you should completely ignore written content though. UK mobile provider Tesco Mobile and a customer had a hilarious debate which cleverly ended up involving major UK food brands such as Yorkshire Tea, Jaffa Cakes and Cadbury, see conversation here.
Many top brands are using Twitter as a customer service tool to help meet the demand of customers wanting to get an immediate reply to their problems. Indeed, Business Insider Australia found that “32% of top brands now have dedicated customer service accounts (separate from their main account) on Twitter, compared to only 23% who did so in December 2012.”
On social media everything is transparent so it is important that you address any issues your followers have. If someone is complaining about your brand, take this opportunity to change their perception. It’s also worth keeping in mind that a lot of people forget there is a human replying to them. A simple response can instantly help to diffuse a situation and create a friendlier tone within conversation.
Social Media is an essential part of the marketing mix these days. By now, everyone should be fully aware of the myriad of benefits of this relatively new communication tool. There’s the fact that it affords businesses real-time communication opportunities within minutes (not hours or days). Businesses can quickly, easily and efficiently engage directly with their clients. Social media gives you a real-time view of how you can, and should, be improving your services and product lines.
Social media enables you to engage in meaningful, two-way conversation with your target market, potential clients, employees, and other stakeholders. (Remember: you should be using social for conversational purposes, not to simply broadcast your own messages. So, pose questions, elicit interaction, ask for feedback.)
Not only that, social media is the perfect tool to increase the exposure of your business and brand recognition, increase traffic to your website (and therefore potential leads), improve your search engine ranking, and possibly increase sales.
Given all the possibilities and benefits that social media has to offer, the next question is often: on which social media channel should I focus? This question can be difficult to answer. It requires consideration of a number of factors:
All of these are internally focused factors, questions about your own business and how you operate. While answering these questions is vital, it is also important to consider external influences when planning and budgeting for your social media campaign. The biggest external factor is social media traffic and user behaviour. That’s where we come in!
With the help of some excellent data from www.SocialMediaNews.com.au , we’ve undertaken an analysis of the changes in the Australian social media landscape over the last 12 months, from a statistical point of view. Here’s a handy little reference chart, based this excellent data from www.SocialMediaNews.com.au:
We’ve compared year-on-year Australian social media statistics for the month of March. Some of our findings were quite surprising. Others were to be expected. Here’s our roundup:
Despite recent reports that the popularity of Facebook is dwindling (particularly in the tween age bracket), Australian user statistics indicate that it is still the most used social media platform, with 13.2 million unique users per month. Not only that, it is still experiencing growing user levels, with a 14% increase when figures for March 2014 are compared to the same month in 2013.
YouTube remains the second most popular social media platform in Australia with 12.6 million users in March 2014. Its growth rate is very similar to Facebook, coming in at 14% year-on-year. YouTube and Facebook are, far and away, the most popular and most regularly used social media platforms in Australia.
Of all the social media platforms, WordPress.com is the fastest growing. Over the last 12 months, WordPress.com experienced 117% growth. That’s huge! Tumblr wasn’t too far behind, with a whopping 80% growth in the last 12 months. Users seem to be moving away from Blogspot (which experience a 3% dive in usage rates) and the like, towards WordPress.com and Tumblr.
While Twitter only has a meagre 2.5 million active users per month in Australia (not that many when compared to the likes of Facebook, YouTube, WordPress and even LinkedIn), its usage rates do continue to grow. In fact, over the last year, Twitter usage rates increased by 15%.
The nature of Twitter makes it a very different beast to many of the other social media platforms: news often breaks on Twitter, and the hard-core social media adopters tend to be extremely active on this micro-blogging platform. If you decide not to include Twitter in your social media program, you should (at the very least) be monitoring Twitter activity related to your industry.
These two social media channels weren’t even blips on the horizon in March 2013. Fast-forward a year, and each has managed to outrank some of the regular social media favourites. Snapchat has over 1.07 million active users in Australia, while Trip Advisor had over 1.4 million Australian visitors in the month of March.
Before all you Pinterest and MySpace fans start jumping up and down, please note that we said might. They might be dead (and only in Australia). You just never know with social media – one fantabulous software update and you can be kicking goals! This year though, their statistics tell a sorry story; Pinterest dropped by 35% and MySpace plummeted by 40%.
Globally, the numbers tell a very different story. From a global perspective, Pinterest is one of the fastest growing social media networks, recording an 88% growth rate in 2013 (Source: Jeff Bullas).
Usage of Google+ dropped by 80% to just 65,000 unique users per month in March 2014. 65,000. For Google’s whizz-bang social media platform. That means that, in Australia, Facebook has 20,000% more users than Google+. The funny thing is, the Google+ statistics are very different when you analyse them from a global perspective. Apparently, Facebook still dominates at 70% of account ownership, but Google+ isn’t really that far behind, at 50% (Source: Jeff Bullas).
It is essential to keep in mind that Google+ is so much more than just a social media platform. It is an identity authentication service. With Google operating the leading search platform, and a variety of other popular services (like Gmail and YouTube), Google+ is one to watch.
So, what does all that mean for you? If you have a limited social media budget, focus on the social media platforms that are most popular in Australia: Facebook, YouTube, LinkedIn and Twitter. Just keep in mind that, because they are more popular, you will be up against more noise. You might need to work a bit harder to stand out from the crowd.
Sharing on Google+ (with its identity authentication functionality and high beneficial links to the world’s most popular search engine) in addition to the four most platforms just makes sense.
Feeling a bit daunted? Not sure that you can handle all that social media activity with limited time and limited resources? Then take a look at platforms like Buffer and Hootsuite. These two platforms enable you to publish across multiple social media accounts, across multiple social media platforms. Buffer and Hootsuite streamline the social media process, making publishing easy and efficient.
Collecting ‘likes’, watching your ‘followers’ skyrocket, and rubbing your hands together with glee as your ‘views’ continue to climb is all well and good. But are you really leveraging your social media activity? Is your ground-breaking social media campaign having a real impact on your bottom-line?
If your answer is no, then it’s time to make a change. It’s time to get your fans off Facebook and onto your website, into your boardroom. You need to monetise your social media campaigns – like all the companies featured below managed to do. Perhaps our top seven most effective social media campaigns of all time (in no particular order) will be something of a catalyst, an inspiration for your next (or even existing) social media campaign.
Very American, the Will it Blend campaign from Blendtec uses YouTube videos very effectively. Operated by an uber-cool grandfatherly figure (who has a blend off against himself), the powerful kitchen accessory easily rips through multiple iPhones in one sitting. The YouTube videos very cleverly direct viewers to the BlendTec Facebook page (which has over 50K fans), encouraging entries in an online competition. According to Blendtec’s Marketing Director, Jeff Robe, the YouTube videos have done increased sales by 700% since November 2006 (Source: Forbes). Right there. That’s what we call effective use of social media.
Take a look for yourself:
Who knew? Take a man in a gorilla suit, cue Phil Collin’s classic hit In the Air Tonight, have gorilla-man go nuts on a drum kit. End result: chocolate sales go through the roof. Created in 2007, this 90 second video has had over 7 million views on YouTube. Most importantly though, Cadbury’s sales jumped by more than 7% following the advert’s airing (Source: Forbes). Quite a tidy profit that the gorilla-man was able to generate.
Watch gorilla-man belt it out below
While we’re on the subject of Cadbury, another of their more recent social media campaigns has made our list: a 2012 campaign run to celebrate their one millionth Facebook fan. Despite having so many fans, only 16% of their Facebook audience ever saw Cadbury’s Facebook posts. Cadbury implemented this campaign to increase engagement and grow their fan base. The whole campaign revolved around the construction (which was streamed live over 48 hours) of a giant Facebook ‘thumbs-up’ using more than three tonnes chocolate. Cadbury wanted to ‘like’ their fans back. As a result of the campaign, Facebook gained an extra 40,000 fans and engaged over 350,000 people (Source: eConsultancy). Today, the Cadbury Facebook page has 8.9 million fans.
You can get your thumbs-up here:
This 2009 YouTube video was huge. It was a mega-hit. It featured breakdancing, back-flipping, giggling babies on roller-skates. With the tagline, let’s observe the effect of Evian on your body, it leads us to believe that, by drinking Evian, we too can hold off Father Time. With 74 million views, The Guinness Book of World Records has confirmed that this video is the most viewed online ad ever.
Giggle along with the computer generated toddlers below:
Back in 2009, Ikea was opening a new store in Malmo, Sweden. To promote the opening, Ikea ran a competition. The store manager posted pictures of the new showrooms on Facebook, with the first person to tag an item in the photo winning that item. The campaign was highly effective. It engaged Facebook fans, not only with the brand, but with specific products and merchandise. The campaign even won a Gold Cyber Lion at Cannes in 2010.
Last year, Starbucks managed to take e-gifts to a whole new level. You can now buy a coffee for a friend or loved one from Starbuck via Twitter. All you have to do is connect your Starbucks account to your Twitter account, tweet @tweetcoffee alongside your loved one’s Twitter handle. It really is that simple. Your loved one can then adds that coffee to their Starbucks account (or print out a voucher). The program is still fairly new, so the results aren’t huge (yet!). So far, it has generated $180,000 worth of sales and linked approximately 54,000 users’ Twitter IDs to phone numbers and Starbucks Customer IDs (Source: iMediaConnection). Not a bad little data collection process! Unfortunately, the campaign is only available in the US at the moment.
This clip explains it all below:
This is another American classic. Burger King created this campaign ten years ago, with the help of a man in a chicken suit, dubbed the subservient chicken. The whole objective of the campaign was to promote Burger King’s new TenderCrisp Burger. The campaign revolved around a website where users could type in a command, and then watch the chicken obey. The chicken was programmed to respond to over 300 commands, from moonwalk and shake your booty to hide behind the sofa and go to sleep. The website received over 15 million hits within five days. Unfortunately, the website is no longer active. Don’t bother trying to find it – we already tried!
If you’ve been enjoying (and learning from) our little expose on effective social media campaigns, it’s highly likely that you will enjoy our wrap up of 2013’s Best Marketing Campaigns.
From the metaphorical war of Twitter and Facebook, a victorious blue bird has certainly flown to the top. Twitter is tipped to be the pinnacle of social media platforms this year, and as such, businesses will turn to those 140 characters more than ever. From retail to B2B financial services, all businesses can benefit from the social network. But what’s new this year and how can you get the most out of it for your company?
According to Seth Fiegerman, Twitter will have “more prominence for pictures, articles, TV clips… you name it”.
Video marketing was an astounding online element last year, and this can and will integrate further into Twitter in 2014. According to Twitter’s own reports, “42% are likely to retweet, reply, or mention brand Tweets that contain a fun or interesting video”.
Thinking of visual communication is particularly welcomed in the fast-paced news feed of Twitter. With only a short window to be noticed in, it’s especially important on Twitter to catch the user’s attention. Plenty of research has looked in to this further – and the evidence shows that imagery does better.
The introduction of Vine was a notable one, bringing about a few short seconds of footage. 2013 saw some attempts at branded Vines across a number of industries, but arguably Vine is in a primitive stage and has endless potential.
Experts predict a tighter and more efficient access to Vine production and sharing on Twitter this year. Being owned by Twitter, Vine is an app that will see regular updates and improvements. Predictions include;
Watch this space for interactive video too, as Mark Schaefer describes: “I think this is the year we’ll see a real breakthrough in interactive video. When you think about it, our relationship with video has not changed significantly since 1950. Basically, we ‘observe.’”
Twitter is not another billboard or flyer for you to sell, sell, sell. Twitter is a platform allowing you to be on a level with your customers and to become personal, which any marketing expert will argue is even better.
Engage and familiarise with your users. If there is an opportunity to converse with a customer or if your brand ties in to a popular tweet – let them know.
Just as you would in any other conversation, be interested in your followers, ask questions, talk back, have your own opinion. Boohoo Australia is a good example of personalisation. The brand keeps a friendly conversation going with its readers on a daily basis by asking general questions and encouraging natural conversation.
Evermore popular in the coming year will be the use of promoted tweets. The option to promote Tweets, hashtags and your account will make it much easier to reach your brand’s intended audience. This will help you to kick-start an interaction with the right users. This method is costly so, if it is something you would like to adopt, spend time really looking into which promotions have worked well and which have not performed so well for other businesses.
Twitter battles, comedians and models aren’t followed without reason. They entertain and keep the follower interested. A user will not use Twitter to find out about latest sales as they want news, views and humour. Tweets are therefore the voice of your brand, not an advertorial.
Assessing the last year’s most popular trends on Twitter, ‘#YouKnowYoureAustralianWhen’, ‘#AusPol’ and ‘#royalbaby’ gives an idea of the topics people want to discuss and read about. By staying involved in news and trending topics, you will give your account an instant platform. Thinking creatively about how you can comment on these topics will also give your voice a memorable asset.
News is just one angle, for many brands, you can make a memorable impact by engaging with other users. In the UK, Sainsbury’s engaged in a game of puns with a customer who had initially been disappointed about their supermarket’s stock. By the end, Sainsbury’s came out more popular than ever, turning a complaint into a positive PR stunt.
Industry updates are constantly on the go, so your best bet is to keep reading and evaluating what’s possible for your Twitter. Some predictions of what will be popular in the coming year include:
Tess is an Online Marketing Executive who has written this article on behalf of Boohoo.com.
There is always a lot of buzz around social media. We thought that we’d cut through the hype, get back to basics and check out the raw data for the latest Australian social media statistics and find out what are the most popular platforms being used locally.
One of our favourite online resources for Australian social media news and social media statistics is David Cowling’s website SocialMediaNews.com.au. David shares monthly updates of the latest social media statistics in Australia and if you haven’t had a chance to keep up to date we thought we’d do a bit of an overview of how the main social media channels fared in July 2012 compared to July 2013.
Not surprisingly, the proportion of Unique Australian Visitors/Active Australian Users is up 14% when comparing data from July 2012 with July 2013. Facebook and YouTube are still the favourite platforms amongst Australians, however, the biggest change in July 2013 (versus July 2012) was for Instagram (68%), Tumblr (52%), WordPress.com (49%) and LinkedIn (27%). Meanwhile Digg, StumbleUpon, MySpace, Delicious, Blogspot, Trip Advisor and Foursquare were all down on levels seen in July 2012.
The Australian Government also runs the Digital Business website (digitalbusiness.gov.au) that has a section on Social Media you might find interesting. In April, they shared this great video written by international keynote speaker and best selling author Erik Qualman (Socialnomics, Digital Leader, Alex Azure & Forbidden Door) and we couldn’t agree more with how Natalie succinctly described the implications of this video for Australian businesses: “The Social Media Revolution video emphasises that people are talking about brands and products online, and consumers are more likely to trust peer reviews rather than advertising messages. So as a business or community organisation, you should be thinking about where these conversations about your organisation may be happening and whether you want to join them.” Here is the video:
Finally, just in case you missed them, here are a couple of other Marketing.com.au articles you might be interested in reading:
Ok, so you’re right into Facebook, Twitter and LinkedIn and you’re getting in tune with industry blogs and forums. You’ve even got your own YouTube channel and you get alerts from Meetup on the latest local marketing events. But have you been missing something? There are many more social networks that you can use to connect with your peers, customers and clients.
There are hundreds of social networks that cater to different markets with new ones popping up every day, however, we don’t want to overwhelm you so we’ve pulled out 9 of our favourites.
If you’re a bit more of a sticky beak and want to know more about other social network sites you should checkout this useful list of social networks on Wikipedia.
Whether you’re a job seeker or job browsing enthusiast, social media can be your friend and your foe!
For many of us, we use social media for both personal and also professional reasons. You might say, ‘I know, I know, I’ve already ‘Googled’ myself and there are no damning search results!’. While that is obviously important to remove any inappropriate images or negative content, it’s not just about cleansing your online profile but also using it to your advantage to promote yourself as a desirable candidate.
As we mentioned in our article on What are Social Influence Metrics?, your social profile is valuable and is becoming increasingly important in the recruitment process. It forms an important part of your personal brand. For example, if a recruiter is reviewing several candidates with similar skills and experience, it might come down to the online profile to shed some light.
So here are 6 ways you can use social media to your advantage to help you get your dream marketing job:
(1) Network. Get on LinkedIn – LinkedIn is a great way to connect with professionals in your industry online. For this very reason, it’s also a great social tool for job seekers and recruiters. Your profile is like your online resume which you can update with any training and achievements. The recommendations section is also a useful indication to a potential employer of what you might like be as an individual to work with. Even if you’re not currently job hunting, take the time to build your LinkedIn connections, you might even have your dream job land right in your lap one day.
(2) Get a Social Health Check – Type your name into a search engine like Google and review all the results. There are two important goals:
To Keep or Not To Keep – Is the search result a positive one to keep? Or is it potentially something old, irrelevant or negative to delete? If you can’t delete it, you might be able to push it down the search rankings by generating some new accounts or positive content in association with your name. Note: use caution when modifying your social profile online. You want recruiters and employers to know you are a real person, it’s good to have interests outside of your professional career.
Optimise. Where possible, update the content for any links in the search results to make sure they’re appropriate. They should also reflect and compliment your current professional interests. This is particularly important for the most common social media platforms where recruiters are most likely to look for you. Here are some examples of how you can optimise these key social media platforms:
(3) Spruce up your about page – If you have a website or a blog, your About page is probably one of the most visited pages on your site and also one of the first places a potential employer is likely to look to find out more about you. Use this to your advantage. Make sure that it’s relevant to the kind of work your looking for. It’s a great place to tell a story about you and your journey. Again, check the spelling and grammar.
(4) Ask and you shall receive – Obviously if you currently have a job you might want to be more discreet about putting the feelers out for a new position online. But if you are looking for work, use your social media connections to put the word out that you’re looking for a new job and what you’re interested in finding. Potentially one of your connections may have a suggestion for you or have heard of a good job that’s being advertised.
(5) Keep up to date – Know what is going on in your industry. Take some time to browse Twitter and LinkedIn on news in your industry. You can even set up Google Alerts to give you daily news and updates relevant to particular keywords. Being someone who is up to date with the latest news is a valuable asset to a potential employer. It demonstrates passion and drive.
(6) Research your potential employer – Just as employers use social media to find out about you, make sure you use it to learn about them. Not only will it help give you a feel for the company and if you are suited, it will also help you better understand their business so you can impress them in the interview.
Here are some other great tips on how to land a job in the Marketing industry and some great CV and Cover Letter tips you might find useful.