Tag: strategy

Why_You_Get_What_You_Give

Why I Wrote “You Get What You Give”

Update 11/13: You Get What You Give is  available on Amazon!

In the last few years, marketers have been diving into social media to use it as a real tool for their trade. They have jumped online and begun using what they know on the new medium. Despite the cries of the few marketers that “get it,” most marketers are still “doing it wrong” by using old practices on the networks. Every week, we see a new infraction of social media principles published in marketing hot sheets. And it’s not just the simple mistakes, but blatantly bad tactics on social media platforms. 

Companies are hungry to be on social media and believe there is a benefit! However, many are still not quite sure what to do with it, what to expect, how to engage their audiences or how to measure its impact. These are the reasons why I wrote You Get What You Give. Continue reading “Why I Wrote “You Get What You Give”” »

context_content_strategy

Why Context Needs To Be Part of Your Content Strategy

The Internet gave everybody the opportunity to have a voice, which pushed businesses of all sizes to become content publishers. Businesses in both B2B and B2C industries that wanted to stay in front of their audience online had to develop content that would then be distributed over blogs, social profiles and websites to keep search engines recommending their pages and their consumers aware of their products. But not all content is the same. In fact, each piece of content should have a specific purpose and speak to specific subgroups within your audience, and this requires context.

Context is what differentiates content and makes it resonate with different people in your audience. This context is the key to deciding what to say and how to say it. For instance, how a consumer uses your product changes the way you would talk about that product with him or her. And there are other contextual considerations to take into account as well Continue reading “Why Context Needs To Be Part of Your Content Strategy” »

retweet

Before You Tweet, Strategize.

Optimizing content is one of the largest tasks on social media. Everyone is trying to get the farthest reach with their content. Twitter is one of the simplest and easiest to optimize. It has minimal features and is touted as being a pivotal part of information sharing for many industries. As marketers we often find infographics that describe tactics to take that get your tweets retweeted. I take issue with these graphics for two reason. 1. They ignore your following and are generalized for all tweeters, no matter the amount of followers or industry. 2. They ignore the content itself – the actually composition of your tweets. So before you tweet or optimize your tweets for retweets, strategize. Continue reading “Before You Tweet, Strategize.” »

instagram_manhattanhenge_success

Is Your Content the Exception or the Rule?

As a marketer you should always be trying to figure out which content is connecting with your audience best. Once you find successful content, you want to recreate those desired results as many times as possible. However, when you content goes viral, you have to be careful how you attribute that success. Is your content’s success the exception or the new rule thumb. 

I recently had the good fortune of being chosen by @Instagram as the feature image for the #Manhattanhenge highlight. An exciting event that flooded my phone with notifications. The results were 1,500+ likes on my photo, and a doubling of my modest following. Residual effects were more likes on other photos in my account and some blog traffic. And just for bragging rights, the “regram” that Instagram put up of my photo on their account received the highest number of likes in their most recently shared photos.

instagram_results

However, these “health metrics” – amount of engagement and following and other metrics – are not always an indicator that the content is good! The notion that a lot of likes and reach is an indicator of good content undermines the real work behind influencer programs and viral content. So, when you have a “success” stop and ask, “Is this success a true indicator of how interesting my content was or how interesting one popular person thought it was?” When your content becomes popular mainly because a single profile shared it, the content itself may not have played a roll it in at all. The people who engaged with it may be taking actions only because it was shared by someone they like, rather than the content being intriguing to them. You would not be doing yourself any justice to continue to create similar content, without first properly testing that content again. You must also be sure that your current audience engaged with and enjoyed your content and not just a bunch of new followers.

Sunsets, food, and animals are the the bread and butter content on Instagram. But my image did not become popular because it caught fire with my followers and was shared over and over again. The photo became popular because one popular profile thought it was interesting. It was a perfect storm of a topical hashtag and a committee at Instagram that pushed it to a greater audience – a non-replicable circumstance; an exception. This does not mean that all my future photos should be sunsets from the city, or sunsets in general for that matter. It is the perfect example of why your intermediate successes should not become the rule by which you select your content.

Proper diagnosis of the cause for your content’s success in addition to the “health metrics” is how you should determine your future content choices. Which content is resonating with your current audience, and helping you attract new fans? How are you building stronger connections with those new followers? 

SM_BS

Bullshit Social Media Tactics

Some of these are getting ridiculously out of hand. Vote for your favorite (most hated) and feel free to add your own!

Headline for Bullshit Social Media Tactics
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15 items   44 followers   49 votes   3.89k views

Bullshit Social Media Tactics

Some people just don't seem to get it, so lets collect all the reason they are doing it wrong on social media.

1

Buying followers or fans.

Bullshit Social Media Tactics | Buying followers or fans.

By now you've realized that all those fan/followers are mostly fake account with zero real people behind them. But congrats! You have a big number. Its like starting your ruler at 6 inches. Fake and useless.

2

DM offers after following.

Bullshit Social Media Tactics | DM offers after following.

I've only ever seen this done right ONCE! @Bonobos gives you a nice coupon as a Thank You for following them. Every other time I've seen this tried I have to give up an email address or sign up for something to redeem it. #Fail.

3

Direct Message to join you on Facebook.

Bullshit Social Media Tactics | Direct Message to join you on Facebook.

I just followed you one twitter, why are you sending people to your Facebook? If you don't want to engage on Twitter, get off! Send me some conversation before you send me somewhere else.

4

That little ' before you name on Facebook.

Bullshit Social Media Tactics | That little ' before you name on Facebook.

Oh you want to be first on the list on my Facebook and my phone? Well I tell you what, the people with the little ' before their name so they avoid being alphabetized are instantly put on the "Douchebag List". It makes it really easy to categorize you in my head and ignore. Thanks!

5

Flash website and autoplay music on a website.

Bullshit Social Media Tactics | Flash website and autoplay music on a website.

This isn't really a tactic, but if you're still using flash in a mobile world, you're alienating a ton of people. That autoplay music that has a the smallest stop button in world hidden in one of the corners of your website also needs to stop!

6

Irrelevant self promotion on Twitter chats.

Bullshit Social Media Tactics | Irrelevant self promotion on Twitter chats.

Hey! We're talking about the conversion rates of Pinterest vs Facebook! Why do you keep tweeting the same thing about visiting your ice cream recipe blog? Stick to the conversation, putz!

7

"Like" and see what happens pics on Facebook.

Bullshit Social Media Tactics | "Like" and see what happens pics on Facebook.

Really? You have to trick people to get engagement? If you're having trouble engaging people maybe you should evaluate the crap you put out before resorting to finding out how many of your followers are fools. I won't condone it, but try posting a Cat Photo with your message on it. That seem to be popular.

8

Sensational, unrelated blog post title.

Bullshit Social Media Tactics | Sensational, unrelated blog post title.

There is NO reason to trick people into reading your content. If your topic is interesting, people will read it. You don't need to put "Obama eats Babies" to make a good political blog post. Let's be genuine people.

9

Corrections to your blog post at the bottom.

Bullshit Social Media Tactics | Corrections to your blog post at the bottom.

The posts are stacked by the most recent, shouldn't the most recent information do the same? If you made a mistake, own it and correct yourself. Don't let someone read the whole article just to find out half the information you wrote initially was false, Schmuck.

10

Controversial business decision announcements.

Bullshit Social Media Tactics | Controversial business decision announcements.

If you haven't heard of the Lowe's Racist Fiasco (http://ow.ly/cU2Pw), then you should do some reading. Some information, just doesn't need to be on Social Media. Write a memo or a press release.

Bullshit Social Media Tactics | SEO (Search Engine Optimization) Analysis Tool

SEO Workers free search engine optimization analysis tool is to help you analyze and measure the ranking potential of your web pages.

Bullshit Social Media Tactics | DistilledU | Online SEO training

Master the art of search marketing. Learn at your own pace and in your own time, with lessons presented in an easy to digest format.

Bullshit Social Media Tactics | Tutor SEO Checklist Tool | Tutor.rs

Search Engine Optimisation - Websites and WebApps Development - Internet Marketing, Usability tests

Bullshit Social Media Tactics | serpweb.com

A Keyword Tool allows you to figure out that keywords are might know about call niche key phrases. These are untrained gold mines with without any competition whatsoever. It’s going to help you to climb the engines like google and quickly dominate the various search engines for these mini niche keywords.

15

it may rain more this time

Bullshit Social Media Tactics | it may rain more this time

दिल्ली में मानसून की गाड़ी भले ही देर से पहुंची हो, लेकिन बरसात झमाझम होगी। मौसम विभाग के विशेषज्ञों का कहना है कि अब मानसून सक्रिय हो गया है और ऐसे आसार हैं कि राजधानी और आसपास के इलाकों में अच्छी बरसात होगी। राजधानी का मानसून सीजन 1 जून से 30 सितंबर तक होता है। दिल्ली में 1 जून से 3 जुलाई के बीच 50.1 मिलीमीटर बारिश हुई है जबकि 1 जुलाई से 3 जुलाई के बीच 4 मिमी बारिश हुई है। मौसम विभाग के अनुसार 1 जून से 30 सितंबर तक दक्षिणी पश्चिमी मानसून सक्रिय रहता है।

Your 2012 Marketing Todos

2012 ChecklistIt’s a new year and restart of the seasons, but that doesn’t mean you have to use the old plan from last year! Start fresh! There is poorly charted territory for the taking and tools you can put into your marketing mix!

When considering what to do this year with your marketing, first separate your todos into two lists: must do and explore.

Must Do’s:

1. Refine your Social Media strategy!
Enough dabbling and diddling around on the good ol’ social media (can we call it old, yet? YES). You’ve played long enough, now hunker down and figure out what you want to accomplish. What is all the time spent and the wages paid going towards? Begin by choosing which strategy you to implement on each of your social media channels. Perhaps this year is your year to begin building your community?

2. Mobile encode your website
If you’re a blogger or a Fortune 500 company, its time you get with it times. This is 2012! Ideally you want to build your site from the ground up and focus on the core needs of mobile consumers, but that can start to get expensive in the development space. The essentials would include, tablet and phone versions, clear calls to action for mobile users and for eCommerce a mobile shopping cart. Read More from Inc.com!

3. Invest in CRM and Social Media Metrics
A database is just a bunch of names, addresses and emails, but a segmented database with social information and tertiary data such as interest, hobbies, birthdays and income is the spring board for a laser focused, heat seeking marketing missile. Start small and break down your database into 3-4 segments. Take a look at buying patterns, average ticket quantity and social engagement. Somewhere in that pile you will find a formula for your perfect consumer and the average amount of engagement they have with you. This sets the stage for better relationships, clearer communication and in the end, more sales.



Explore

1. Try a New Social Media Platform
If you’re not on the all of big three (Facebook, LinkedIn and Twitter) then try one more. If you’ve already eliminated the ones you don’t need then jump into a new platform. In 2011 a few interesting players joined the space and there are a couple still gaining ground: Pinterest, Google+, Empire Avenue, Tumblr and Foursquare.

2. Build a Mobile App
You can’t go wrong with putting more mobile in your marketing mix. Smartphones users are still rising and more and more tablets are hitting the market. Your only question will be: What do I want my app to do? A few major brands put together apps. You can do better!

3. Use QR Codes
The little buggers are still gaining traction, too! They are incredibly versatile and integrate into any marketing mix. Just make sure you do your homework.



Hope you enjoy your New Year and stay tuned for new marketing opportunities!