Tag: social

Smartphone Class: Always On, Always Consuming

In a recent article from eMarketer, a new class of consumers was highlighted, the Smartphone Class. They are armed with fast, high-powered smartphones and are 100 million strong and growing. This class is ‘rerouting the path to purchase and redefining cultural norms in the US.’

Below are a few things to note about marketing to the Smartphone Class.

  • Spare time is snack time!
    •  “Snackable” content is preferred creating bite size marketing moments.
    • They DO NOT tolerate dull moments and are looking for instant gratification.
    • Notable for those who are producing mobile video.
  • Functionally impulsive!
    • Based on their on-the-go nature, if they need to get something in short order, they will buy it via their phone.
    • Notable for those who are engaged in mCommerce and are attempting to reach people that may be planning short term activities and don’t have time to drive to a specific location.
  • Uber Communicators!
    • The actual phone functionality is the least used.
    • Texting and social media are the norm with people sharing every little detail.
    • Notable for those who who are promoting concerts, sports or larger events, as members of this class are NEVER at a loss for something to share through their phones.
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How to Develop Conversational Content for Your Brand in Social Media

In a recent webinar with MarketingProfs, I heard Jennifer Kane (Principal at Kane Consulting) give easy steps on how to develop conversational content for your brand in social media.

Brands are wanting to know how to create an impression that is both strategic AND organic, here are her tips:

Step 1: Use a consistent and brand-appropriate conversational voice.

  • Think less like a writer, and more like an improv artist.
  • Develop a persona for your brand by asking what does your brand FEEL like and then identify a tone to match.
  • It may be helpful to think of a ‘character’ to help remind you of that tone.
  • …then improvise, extrapolate and rehearse.

Step 2: Use keywords, not phrases, to create an impression and get found.

  • Subliminal suggestion + search optimization
  • Decide what words in your brand toolkit you want to ‘own’.
  • Marry those with the words people are already using to describe you (Google Analytics, SocialMention.com, Twitter lists, Wordle word clouds).
  • Artfully seed the top contenders into your conversational content.

Step 3: Focus your conversations and listen for cues from your audience.

  • Twitter: Content that grabs attention. Keep it short, well constructed and intriguing. Include links and hashtags.
    • Strength: can open the door to new audiences. Easy to mine influencer data.
    • Weakness: Not a great place for continuous conversation and deeper engagement.
  • Facebook: Content that humanizes your brand and builds community. Attach an image to meek content pop in the fee. Ask open-ended quest to encourage likes/shares.
    • Strength: Offers opportunities for your community to build your network for you. Huge audience.
    • Weakness: As a wall-garden, Facebook is a harder place to have content “go viral”. Algorithm makes it hard to stand out.
  • LinkedIn: Content that establishes thought-leadership and initiates networking. Attach an image to make it pop in the feed. Mine lists to micro target content.
    • Strength: Gives you an opportunity to engage in niche-specific conversations with key influencers.
    • Weakness: Content tends to lack a sense of humanity and humor.
  • Pinterest: Content that is visually interesting. Optimize your pin and create a clear click-path to drive traffic.
    • Strength: Offers a different way to start a conversation and create community. Plus, it’s hot as heck right now.
    • Weakness: Many people aren’t there for ‘messaging’. Brands are setting up a presence with a lack of grace.
  • Help your conversations stand out by speaking in a human voice, have a distinct point of view, add humor (if appropriate), be creative in how you present info/insights, ask questions, and lead with conversation and then follow with marketing.
  • Be careful not to close doors by adding ‘door opener’ endings.
  • Listen for conversation cues.

Step 4: Audit and evaluate what’s working and what’s not and adjust accordingly.

  • What is your goal? – Brand lift, increase share of voice comparable to competitors, drive lead generation/sales, expand the reach of your brand throughout your network, change in sentiment.
  • Where do you want them to go next?
  • What do you look like to them? Take a step back and look at yourself.
  • Just go for it.

 

#INNW

At this social media conference, we took a look at what exactly is happening in the world of social engagement today. By doing so together, we hope to influence what it will be in the future. The goal of the conference was to inspire creativity and thought leadership, inform participants with best practices and instigate action throughout everyone’s respective online communities.

Below was the agenda and my key takeaways.

New + Emerging Tools with

  • Panel: David Tedman, CEO at Invoke Media (Creators of Hootsuite), Hanson R. Hosein, Director at UW MCDM, Peter Wilson, Facebook, Evan Lew, Senior Product Manager for Bing
  • Key Takeaways:
    • Wisdom of my friends is more relevant than wisdom from a crowd.
    • The web is now made of verbs, not nouns.
    • Social search will bring in social signals to help you cut through the clutter and bring in the opinions of your friends.
    • How to optimize your website for social search: Quality content, trustworthy content, popularity/traffic, timeliness/current
    • ‘Second screen’ (ex. watching tv with another device open in front of you) is highly successful, now let’s explore ‘third screen’.
    • When putting content on social, think of it as a conversation, be authentic, and make it relevant for the end user (ask yourself, what’s the best way to reach my audience).

Social Engagement with Alexandra Wheeler, VP of Global Digital Marketing at Starbucks

  • Key Takeaways:
    • You cannot stamp out the same content across every social media channel!
    • Go beyond campaigns by building stronger customer relationships.
    • Get closer to the customer by improving sentiment and increasing word of mouth.
    • If you want to set and forget, social is not for your brand.
    • It’s all about relationships, not marketing.

The Power of the Internet to Bring About Change with Ben Huh, CEO of Cheezburger

  • Key Takeaways:
    • The Internet is the greatest thing man has ever made!
    • There will always be a David and Goliath. If we keep supporting Goliath, then we will never see more David’s.

Tweet ‘n Eat with Corey Dilley, Marketing & Business Development Manager at Eat St.

  • Key Takeaways:
    • Download their app to find out where local food trucks are in your area.

Crisis Management with Monte Lutz, SVP at Edelman Digital

  • Key Takeaways:
    • Trust is your most important asset.
    • Social media is the new 1-800 #.
    • You have on reputation and it’s at risk.
    • How to navigate through a crisis:
      • Crisis planning.
      • Search strategy.
      • Rapid Response.
      • Content Development.
      • Asses your risk.
      • Monitor, monitor, monitor.
      • Escalate.
      • Plan ahead: explore your “dark” site.
      • Plant the seed.
      • Win the battle for search.
      • Respond in kind.
      • A little schadenfreude never hurt you.
      • Drill baby drill.

New Media: Getting Your Story Heard + Told with

  • Panel: Monica Guzman, Journalist and Community Strategist, Mark Briggs, Director of Digital Media at King 5 TV, Tracy Record, Co-publisher and editor at the West Seattle Blog, and Sharon Pian Chan, Senior Producer for The Seattle Times website and mobile platforms
  • Key Takeaways:
    • What gets your story heard? Your story should have impact, be compelling and be told through people.
    • Ask yourself: Is it local? Is it timely? Is it significant?
    • All media channels are useful, but think of it as an orchestra each of them has a place and don’t have to be updated all at once.

Non Profit + Cause Engagement with

  • Panel: Mary Grace Roske, Director of Communications at The Seattle Foundation, Kaitlin Bartik,Volunteer Coordinator at the YWCA of Seattle-King County-Snohomish County, Madeline Moy, Digital Media Manager at the Seattle Art Museum, Joelle B. Gruber, Relationship Associate at JPMorgan Chase & Co., and Jaci Dahlvang, Children’s Home Society of Washington, North Seattle Family Center
  • Key  Takeaways:
    • Remember that social allows your content to become richer.
    • Changing followers into brand ambassadors will truly tell your story or support your cause.
    • Wondering what your followers what to see? Ask them!

Twitter for Marketing with Robert Pietsch, Twitter

  • Key  Takeaways:
    • Twitter users are opinion leaders.
    • 2 of 3 users say that Twitter influences their purchase decisions.
    • Users want discounts, promos, free stuff, plus fun and entertainment.
    • Social marketing is getting your brand IN the conversation, not just around.
    • Secrets to success on Twitter engagement:
      • Link
      • #hashtag
      • Real time
      • Call to action
      • Exclamatory
      • New product
      • Ask a question
      • Game related

Music + Media with

 

The Shift in SEM

I recently attended a Social Media Breakfast – Seattle meeting at Edelman, where I had the pleasure of listening to Craig Kronenberger.

Below are a few key takeaways.

Be found!

  • Stop ignoring natural search.
  • Invest in content.
  • Become a newsroom.
    • Content should be personalized, high in volume, updated consistently, be accurate, etc.
  • Define a process for content.
    • By setting priorities, defining the audience experience, defining the content and operational requirement, then implement a process and a process for measurement.
  • Invest in search and social optimization.
    • Consider keywords, social signals (influencers), media type (images, video, news or text), and relevancy (local and mobile).
  • Invest in Google+.
    • It gives you the ability to segment your audience.
  • Look at measurement differently.
    • Monitoring and increased positive sentiment and increased social presence will drive search and also be able to track where people are coming from.