Tuesday, 29 August 2017
Monday, 28 August 2017
Facebook brings down the hammer on fake news Pages
Facebook today announced its latest tool in the fight against fake news: ad revenue, or the lack thereof. As two Facebook product managers explain in today’s update, Pages which repeatedly share news marked as false by its third-party fact-checkers will not be allowed to advertise on Facebook. The pair hope that this will help stem the tide of false stories, as it will cut off any potential cash reward a Page receives by advertising such stories: Today’s update helps to disrupt the economic incentives and curb the spread of false news, which is another step towards building a more informed…
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Officials urge Harvey victims: Stay off social media
Tropical storm Harvey is currently ravaging the coast of Texas, with torrential rains and floods putting countless numbers of people in danger. At least five people have lost their lives and thousands more their homes and possessions. In the wake of Hurricane Harvey, the US Coast Guard is warning frantic Texans not to turn to social media for help. Countless thousands have taken to social media to beg for help from rescue workers. Just visiting the Facebook Safety Check page, in fact, leads you to dozens of people listing addresses of stranded friends and family members. But according to the US…
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Saturday, 26 August 2017
#SproutChat Recap: Creating Content on the Go
One of the most important and versatile tools a social media manager has is right in the palm of their hand—a smartphone. From on-the-go monitoring to content creation, it’s a must-have tool that only keeps advancing. Capturing moments can turn out to be more worthwhile than you know, so it’s best to be equipped with everything you need.
In this week’s #SproutChat, we were joined by Sprout All Star Elite, Fritz Klug, the Digital Content Specialist at Bell’s Brewery, to chat about the ins and outs of creating content on the go. We covered where to start, the benefits of timely content and best practices for creating engaging content.
It’s All About Timing
Take advantage of the moment by capturing something while it’s in action. Being able to show a behind-the-scenes look or a live event can be beneficial for a brand by delivering real-time content to your audience.
A1a. First: you always have your phone with you, so you can capture content at any time. #SproutChat https://t.co/oRgaGVvNeS
— Fritz Klug (@fritzklug) August 23, 2017
A1b. For example, I often get inspired out enjoying some of our beers. It’s great to have my phone there to capture some photos. #SproutChat
— Fritz Klug (@fritzklug) August 23, 2017
A1: Timeliness is important on social media. Sharing content in real-time can be very beneficial for engagement. #sproutchat
— Netvantage Marketing (@netvantage) August 23, 2017
A1: It gets done! I can strategize myself paralized. Finding moments to just get it done is getting it done! #SproutChat
— Deserae_Dorton (@Deserae_Dorton) August 23, 2017
A1. You can get some really interesting content that you couldn't get otherwise. #SproutChat
— Reva Minkoff (@revaminkoff) August 23, 2017
A1 Spontaneous content = authentic content! #SproutChat
— Katie Burton (@KatieBurton_) August 23, 2017
A1: A realistic creative atmosphere with more environmental stimulation can really fuel your creativity! #Sproutchat 🖌️🎨👨🎨
— Christopher Thames (@ChrisThames29) August 23, 2017
A1: Audience relates better to contents produced on the go #SproutChat
— Nam Le (@HelloItsNam) August 23, 2017
A1: New Location, New Ideas. Just changing the scenery can provide new perspectives. But must be fast & focused. #SproutChat
— Su Doyle (@sudoyle) August 23, 2017
Be Authentic
Since you’re capturing a moment while you’re out and about, be sure to tap into the authenticity of the moment and stay away from producing a high gloss piece of content. There are a variety of apps and tools that allow you to have a little fun with your photos and videos, but remember that the more authentic the content feels, the more engaging it will be.
Follow good photography rules. If you’re unfamiliar, look up the “rule of thirds” and different types of lighting. #SproutChat https://t.co/8f5HMSi2sg
— Fritz Klug (@fritzklug) August 23, 2017
A2b Something any photographer will tell you: It doesn’t matter what camera you have, but what moments you capture. #SproutChat
— Fritz Klug (@fritzklug) August 23, 2017
A2 I focus on authentic first, then a decent exposure. #sproutchat
— Toby Metcalf (@Toby_Metcalf) August 23, 2017
A2 There are many great filters on phones today and exposures on Instagram – experiment #sproutchat
— Toby Metcalf (@Toby_Metcalf) August 23, 2017
A2 Content on the go let's me play more with what mobile has to offer. ex; new filters, stickers, apps .. more engaging #sproutchat
— Denise Casagrande (@Free_DennyGurl) August 23, 2017
A2: Try to have a theme with images too. Use the same filter for pictures if possible so users know it's you or your brand. #sproutchat
— Netvantage Marketing (@netvantage) August 23, 2017
A2. Stop and focus. Or unfocus as the case may be. #SproutChat #takeagoodpic
— Reva Minkoff (@revaminkoff) August 23, 2017
A2:
1. Create a strategy
2. Create assets, get right tools
3. Empower social media managers
4. Engage away! #SproutChat— DoubleShot Creative (@DoubleShotTeam) August 23, 2017
A2: adobe spark is another good tool for on the go content, especially for instagram stories #SproutChat
— Suhail Al Uzaizi (@Suhail_Uz) August 23, 2017
Be in the Moment, Edit Later
If you’re creating videos on your phone, you’ll want to ensure that it’s a good quality, watchable piece of content. Try utilizing a tripod to stabilize and a plug in microphone for good sound quality.
A3a. To conserve time, try to shoot the video in one take. The less you have to edit, the better. #SproutChat https://t.co/0vHX8ceSvG
— Fritz Klug (@fritzklug) August 23, 2017
A3c. Audio is the most important part of any video: if your viewer can’t hear what’s being said, what’s the point? #SproutChat
— Fritz Klug (@fritzklug) August 23, 2017
A3: Good phone w/ good camera & fast internet = essential #SproutChat
— Win Shi Wong (@winshiwong) August 23, 2017
A3 don't use the Hyperlpse setting (Samsung) #sproutchat
— Toby Metcalf (@Toby_Metcalf) August 23, 2017
A3: buy a phone tripod/stabiliser. No one likes a shaky video 👋🏼 #sproutchat
— Jacky Barker (@JackyBarker) August 23, 2017
A3: Lighting and sound are two of the most important features of creating a good video. #sproutchat
— Netvantage Marketing (@netvantage) August 23, 2017
A3 Always make sure you're getting a good angle and lighting! #sproutchat
— Denise Casagrande (@Free_DennyGurl) August 23, 2017
A3: Some videos are best without sound too. How often do you try & watch a video in public, but stop because of the sound? #sproutchat
— Netvantage Marketing (@netvantage) August 23, 2017
Make Something New From Old Content
As a social content creator, you’ll want to steer away from getting too repetitive in what you share. Old content can always be spliced or edited into something fresh and new for use at a later time or on a different platform.
A4a. I always take more pictures and video than I think I need — you never know what will come in handy later. #SproutChat https://t.co/EP7vdMhddx
— Fritz Klug (@fritzklug) August 23, 2017
A4c. Get the content now — it’s better to overshoot today than wishing you had more tomorrow.
— Fritz Klug (@fritzklug) August 23, 2017
A4: Reuse live videos by posting them on other platforms or repurpose audio from a (live) video in a podcast! 💪 #SproutChat
— Marijana Kostelac ✏️ (@MarijanaKay) August 23, 2017
A4 As the self proclaimed #QueenofRepurposing, I'm using slicing, dicing & mincing content into as many pieces as I can. #SproutChat
— Shannon Mouton Gray (@ShannonRenee) August 23, 2017
A4 Yes, I'm in love with evergreen content. Have a long video? Slice it into shorter versions to reuse on social. #SproutChat
— Katie Burton (@KatieBurton_) August 23, 2017
A4 I'm taking long content & creating short blogs, infographics, tweets, lists and whatever else I can. #SproutChat
— Shannon Mouton Gray (@ShannonRenee) August 23, 2017
A4: Save to camera roll, use @evernote to record storyboard and set @googlecalendar reminder to post! #SproutChat
— Christopher Thames (@ChrisThames29) August 23, 2017
A4: I love pulling powerful quotes from blog content & repurposing into graphics for social. Works really well w/ interviews! #SproutChat
— Kate McGaughey (@kate_mcgaughey) August 23, 2017
A4) ✂️ long videos => shorter ones, combine videos to create series. Create GIF from pix/videos, Create unique memes #Sproutchat
— Nadine Tchepannou (@MissNadT) August 23, 2017
A4: If content is from a reoccurring event, repurpose 2 market future events (or highlight post-event). #SproutChat
— Jenny S. West (@jennyswest) August 23, 2017
In next week’s #SproutChat, we’ll be joined by Veronica Brown of the Chicago Public Library Foundation to chat about doing social media when you’re doing social good. Until then check out our Facebook community to connect with other folks in the industry.
This post #SproutChat Recap: Creating Content on the Go originally appeared on Sprout Social.
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Thursday, 24 August 2017
Hollywood studio to stream three hit movies for free on Facebook Live
Focus Features today announced it will air three award-winning films from its library on Facebook Live as part of its Focus Fridays celebration. The first broadcast will be at 6pm Pacific Time on Friday, August 25, with the two following movies on the two subsequent Fridays at the same time. The movies are The Motorcycle Diaries, The Constant Gardener, and Eternal Sunshine of the Spotless Mind, in that order. They’ll all be broadcast live from the Focus Features Facebook page. This marks one of the first occasions that I know of in which a studio has aired one of its films legitimately on the…
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Plan and execute on social media with this pro training bundle — for under $35
If you can internalize training like the Social Media Management Pro Bundle (now $34, over 90 percent off from TNW Deals), you can put yourself in place to land a critical job with a company in desperate need of online expertise.
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Wednesday, 23 August 2017
Ex-CIA operative wants to buy Twitter and #BanTrump
If Twitter is a mouthpiece, Donald Trump owns the lips blowing hot air into the business end of it. He’s criticized celebrities, pouted about SNL skits, berated journalists, and even threatened war, all while managing to keep his tirades under 140 characters. And some Twitter users, it seems, have had enough. A new GoFundMe campaign hopes to buy the platform with a singular goal in mind: to shut up Donald Trump. Trump has fully weaponized Twitter: it’s not something that just happens “online.” Time and again his use of this huge global platform has major consequences in the real world.…
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5 Ways to Increase Your Deliverability by Boosting Email Engagement
1. Get snappier copy
You’d never send an email without checking the spelling and grammar. But did you know that software can help you check your writing style, too? Making your prose crisp and concise can help make your message more readable and more actionable. To make your copy snappier, try Hemingway, which describes itself as “a spellchecker, but for style.” Copy your text onto the site, and Hemingway will encourage you to keep your sentences simple, your words short and your voice active. It will also give you a readability grade score. If your score is too high, you need to simplify your prose.2. Hear your words from another perspective
Another way to improve your copy is to experience it from a different point of view. Taking a break between writing and editing can help. Or, having a coworker look it over can give you a new perspective. There’s also a software solution: Put your text into a service like Text To Speech Reader and choose a distinct voice to read it aloud to you. You’ll get out of your own head, catching typos and stylistic issues you’ve become blind to because you’re so close to the piece.3. Find amazing photographs
An AWeber experiment found that “most subscribers interact only with the HTML versions of emails” rather than plain-text versions. So feel free to include compelling images in your content. But you might want to leave out the cheesy stock photo of a guy in a business suit shouting into a megaphone; you can do better than that in 2017! If your stock photo selections are looking a little tired, check out the royalty-free images at Unsplash. You can browse other free stock photos at The Stocks.4. Sign up to your own email list - and your competitors’
Sometimes, being focused on composing an email makes it easy to overlook what it’s like to be on the receiving end. The email you spent four hours perfecting may end up buried among dozens of messages recipients are trying to go through in just a few minutes. Signing up to your own email list and joining the lists of your competitors can give you a better sense of what your message looks like in the context of an inbox. Is your subject line more enticing than your competitors’? How does it compare to the many unrelated messages in your inbox? Would a recipient be excited to get your next email – or will they start ignoring them? Seeing your emails in this broader context is a good reminder that you’re not only competing with marketers like you at companies like yours. In the battle for attention and engagement, you’re up against everything in the inbox.5. Test your assumptions
A/B testing is a great way to tweak your message to be as engaging as possible. Split-testing subject lines can lead to higher open rates. But you can also A/B test the content itself to see what copy and/or images better engage your audience Just make sure to keep some consistency as well. Expert Chris Arrendale says that having the same sender name and from domain in your emails is good for deliverability.6. BONUS: Clean up your list
A user can’t engage with your email if you’re sending to an invalid address. BriteVerify’s email verification technology helps you ensure you’re sending emails to addresses that actually exist. Not only will it help you scrub the addresses that would otherwise bounce, it will help you maintain your reputation as a sender. That way, you won’t have trouble reaching the addresses that legitimately want to hear from you.Make the inbox a better place
Years ago, the process of checking email was a novelty. Today, checking email can often feel like a chore. The good news is that, as a marketer, you're empowered to make the experience a little more engaging. And as a result, you’ll get better deliverability – and your readers will get a better inbox experience.The post 5 Ways to Increase Your Deliverability by Boosting Email Engagement appeared first on Email Marketing Tips.
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Facebook users can now take 360 photos from within the app
Since inception, Facebook users have uploaded over 70 million 360 photos. And of these 70 million 360 photos, exactly zero were taken using Facebook’s built-in camera. Starting today, that all changes. Users can now take 360 videos from the Facebook app itself, and upload them instantly for viewing on their Timeline, in albums, or Groups. Previously, a 360 photo required users leave Facebook’s mobile app, open a camera app on their phone, shoot the image in panorama mode, and then re-open Facebook to upload the image. It’s not exactly a prison labor camp, but for a company that strives to keep…
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#The #hashtag #is #ten #years #old
Fun fact: if you’ve got a child under the age of ten, hashtags are officially older than them. Wild, right? Here’s the tweet that launched a thousand #ships, posted back in 2007 by open source advocate Chris Messina. how do you feel about using # (pound) for groups. As in #barcamp [msg]? — ⌗ChrisMessina (@chrismessina) August 23, 2007 It’s completely bonkers to think about it now, especially since hashtags have long entered mainstream adoption, but this is where the idea came from — one technologist trying to figure out a way for groups to talk easily on Twitter. I don’t…
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Tuesday, 22 August 2017
Facebook wants to end the ‘I read it on Facebook’ problem
Facebook today announced a feature designed to increase visibility on the platform. Publishers, as of today, can add several logos to a new Brand Asset Library (shown below). These logos will then appear next to anything published by the page, but only in the Trending and Search sections… for now. The reason we’re seeing the feature now, according to Facebook, is a sharp decline in knowing just where you’re getting your news. Answers like, “I read it on Facebook,” are becoming increasingly common, although Facebook doesn’t publish much content aside from its official blogs and press releases. A survey by…
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[Podcast] Season 3 Recap and Meet us at Podcast Movement!
Check out the episodes from this season:
- Episode 1 - Strategically Designing your Podcast with Natalie Eckdahl
- Episode 2 - Always Choosing Adventure with Jay Wong
- Episode 3 - Finding Your Voice and Product with Addy Saucedo
- Episode 4 - Creating your own Life (and Podcast) with Jeremy Ryan Slate
- Episode 5 - How to Rock Podcasts as a Guest with Jessica Rhodes
- Episode 6 - Launch Your Minimum Viable Podcast with Mark Asquith
- Episode 7 - The Road to One Million Downloads with Austin Fabel
Subscribe to the show!
If you enjoyed this episode, please take a moment to subscribe to Ask Me About Email Marketing on Apple Podcasts, or your favorite podcast listening app. And if you really enjoyed this episode or are a regular podcast listener, leave us a quick review! This will help us continue to improve the show, attract new listeners and get more ideas for future podcast episodes. Thanks so much for tuning in!The post [Podcast] Season 3 Recap and Meet us at Podcast Movement! appeared first on Email Marketing Tips.
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Your angry tweets may require libel insurance
(Bloomberg) — Courtney Love spent almost six years in litigation, accused of libeling her former attorney in a Twitter post that was visible for less than 10 minutes. She paid a reported $780,000 in settlements as a result of two other defamation suits, both stemming from Twitter missives Love wrote about designer Dawn Simorangkir. “Twitter should ban my mother,” her daughter, Frances Bean Cobain, once said. Love, an actress, musician and the widow of late Nirvana frontman Kurt Cobain, inherited the band’s publishing rights. She can afford to take on defamation lawsuits. You probably can’t. Given how much of our lives is spent venting on social media, especially in the age of Trump, the…
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Monday, 21 August 2017
How to follow today’s eclipse, even if you live outside the US
I know the Internet is exciting, but depending on where you live, you’ll want to step away from your computer for a bit today, as parts of America bear witness by a total eclipse of the sun. It’s the first total solar eclipse witnessed on the continental United States since February 26, 1979, and the spectacle will cut a path ranging from Oregon in the North, to Georgia in the South. Suffice to say, this doesn’t happen every day. But what if you’re not near the eclipse’s path? Thankfully, you don’t have to miss out, as there are plenty of…
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Saturday, 19 August 2017
How Agencies Can Prove the Value of Engagement to Clients
It doesn’t matter what city you live in, the size of the agency you work for or the piece of business you work on—sooner or later your client will ask the one question known to make even the most seasoned social media marketer wince: “What’s the value of engagement?”
Of course, methodologies already exist to quantify attribution to harder metrics, like web traffic and lead generation on social. But what if your client is a brand that doesn’t focus on B2B sales, e-commerce or another neatly quantifiable objective? How can agencies effectively prove the value of social media engagement to clients?
Setting the Record Straight
The thing is, proving the value of engagement will never be about tying a clear, quantifiable dollar sign to likes, comments, shares, DMs or @mentions. There’s too much ambiguity in that pursuit to satisfy any of your stakeholders. Engagement is more about building and maintaining the relevancy of a brand in the mind of its social community. Luckily, there are some pretty great ways to do just that that your client will see value in.
Don’t hang your S.O.W. hat on this, but your engagement efforts just might be rewarded with an uptick in site visits (🙌 ). Socialbakers conducted a study that found a direct correlation between Facebook engagement and site visits. Top of mind, it seems, can equal tip of finger.
Engage the Community, Build the Brand, Prove the Value
Time to get down to the fun stuff. Here are three ways you can prove in no uncertain terms, the value of engagement to your clients.
1. Social Customer Care
Social customer inquiries may appear as a comment on a post or they may be stand alone as posts to your page or @mentions. Both are engagement. Jay Baer of Convince and Convert claims that “social media customer service is the new marketing” and we’re apt to agree. Why? Because nearly every initial interaction on social is public facing. It’s a “spectator sport,” as Baer puts it. That means that when you provide outstanding customer service on social you get more than just the benefit of preventing a lost customer, you get to reinforce the brand’s commitment to the customer in the eyes of every person who saw the comment, post or tweet.
The formula for successful social customer service is pretty easy. Reply quickly, empathize, go the distance in making the customer happy (this separates the wheat from the chaff in business) and close the loop on the social post. Pro tip: If you need to turbocharge your customer care efforts on Twitter, try automating individual workflows with a bot builder.
Lastly, prove the value of social customer service by documenting each case and then review your results each month with your client. Results vary by industry and social platform, but with a smart strategy and a little digital elbow grease you’ll be showing your client how Twitter “decreases cost per customer care resolution by 80%” compared to other customer service channels.
2. Get Real Feedback from Brand Advocates
Where else beside social can you find an audience willing to provide feedback about a product or business honestly and without compensation? 70% of brand advocates recommend at least 5 products per year to their friends and family, so it stands to reason that they would just as well want to share their opinions about your client’s brand with you.
Why not give them that opportunity? Start by collaborating with your client to figure out what pieces of feedback you’d like get from the brand advocates. Then turn the comment section of a social post or a Twitter chat into an open focus group with a strong call to action. Don’t be afraid of honest criticism. That’s the point. Actively respond and thank the community members for their responses. If you have some great brand swag, now would be the time to give it out.
The cool part about this tactic is that it can be used to add a layer of anecdotal insight to a product feasibility study or focus group. Plus, no matter how you use the response data, you’ve now succeeded in giving your biggest advocates a level of ownership over the brand that will likely deepen their affinity. Hello, word of mouth, it’s great to see you again.
3. Gather Insight on Engagement Through Social Listening
You’re posting engaging content, providing great social customer care and getting honest feedback from your advocates. You’re in the engagement trenches and loving every second of it. That’s awesome, but it’s time to take a step back and listen.
What you want to do now is use social listening to get a macro view of how consumers are engaging with your client’s brand. As D.C.-based consulting agency, Clutch, put it, “Think of the data collected through social listening as crowd-sourced research about your industry and customer base.” This is the forest to the previous bullet’s trees.
Three areas to focus are:
Sentiment-based terms used in conjunction with brand keywords. By utilizing custom keyword search queries and trend visualizations, you can identify areas of need when they matter most. Are you seeing a trend of ‘frustration’ terms around your client’s product? Address the issue on social and make clear the intention to fix it. Is there a positive keyword that sticks out? Good, highlight that strength in a post and watch the love roll in.
Side-by-side engagement trends by channel. What strengths do you see emerging for your client’s channels? Is Facebook the place for conversations while Twitter is for pass along? Maybe one channel is becoming the go-to for brand advocates while the other is plodding along. Use this information to optimize your content and engagement strategy. Engagement in, smarter strategy out.
Competitive analysis. Clients love this one. Show your client how their brand’s engagement stacks up against its top three competitors. Crushing them? Value proven. Lagging behind a bit? Give your tactical recommendations for how you plan to improve. Use our Ultimate Guide to Social Media Competitive Analysis to set yourself up for success.
Now that you’re on your way to becoming a master at proving the value of engagement, just remember that everything discussed above will take trial and error to dial in. It’s part of the multi-faceted, slow burn upside that is social media marketing. Take your time and tackle one piece at a time. As a British statesman once wrote, “Anything worth doing is worth doing well.” With any luck your client will feel the same way.
This post How Agencies Can Prove the Value of Engagement to Clients originally appeared on Sprout Social.
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Train to use Salesforce to guide any business the right way — for only $59
You can get a headstart on all those startup growing pains with the Salesforce Administrator and App Builder certification, on sale now for only $59 (over 90 percent off) from TNW Deals.
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Your social media use is helping scientists monitor the world’s ecosystems
Social media platforms such as Twitter and Instagram could be a rich source of free information for scientists tasked with monitoring the health of coral reefs and other environmental assets, our new research suggests. Ecosystems are under pressure all over the world, and monitoring their health is crucial. But scientific monitoring is very expensive, requiring a great deal of expertise, sophisticated instruments, and detailed analysis, often in specialised laboratories. This expense – and the need to educate and engage the public – have helped to fuel the rise of citizen science, in which non-specialist members of the public help to…
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Friday, 18 August 2017
#SproutChat Recap: Social Media & Measuring Success
Marketers know that what metrics matter for one brand, aren’t always the same for another. Working in social, it can be tough to effectively measure the ROI of a social campaign since it’s not as cut and dry as a traditional marketing campaign. Of course, you can’t get around having to present the value of your efforts to leadership, especially if you have revenue goals tied to social.
In this week’s #SproutChat, we were joined by Sprout All Star, Jasmin Bollman of Rebel.com, to discuss challenges with social metrics and measuring revenue goal success from social campaigns.
Ensure Goals Are Being Met
Measuring your social ROI is a way to track and make sure that your efforts are meeting your brand’s bottom line. This measurement helps inform business decisions and social strategy direction.
A1 – The simplest explanation: it's what you get out of what you put in to your social media. #SproutChat
— Jasmin (@jasmin_der) August 16, 2017
A1 – Social ROI is what a company is getting back from the time, effort and resources put into social media. #sproutchat
— Rebel.com (@rebeldotcom) August 16, 2017
A1: Return on Investment aka in simple terms: are you getting the most bang for your buck. #SproutChat
— Apple Box Studios (@AppleBoxStudios) August 16, 2017
A1 social media ROI is the financial benefit you receive from you efforts #sproutchat
— Toby Metcalf (@Toby_Metcalf) August 16, 2017
A1) ROI refers to the results of your social media outreach – are you getting more customers? Meeting business goals? #sproutchat
— Gordon (@gordondym) August 16, 2017
A1: Tracking and measuring our social strategy to prove it's worth! #SproutChat
— Nicole Osborne 🍭 (@Lollipop_Social) August 16, 2017
A1 SM ROI can be based on a variety of measurements. Not one size fits all #SproutChat
— Daniel Hachey (@daniel_hachey) August 16, 2017
A1. Social media ROI is really making sure that your social media efforts are impacting the bottom line. #SproutChat
— Reva Minkoff (@revaminkoff) August 16, 2017
ROI Isn’t Always Universal
Keep in mind that what works for one brand could be very different for another, as not all businesses strive toward the same goals. Take the time to consider your target objectives and make sure that your social campaigns are aligned with these.
A2 – Are you looking to raise awareness of your brand or increase conversions on your site? #SproutChat 1/2
— Jasmin (@jasmin_der) August 16, 2017
A2 – Depending on your industry, certain metrics will be weighted heavier. #SproutChat 2/2
— Jasmin (@jasmin_der) August 16, 2017
A2: It changes based on the industry AND type of post that is shared. Different SM posts have different goals. #sproutchat
— Netvantage Marketing (@netvantage) August 16, 2017
A2: What you measure and how you measure it depends on what your goals are. What are you trying to achieve? #SproutChat
— Express Writers (@ExpWriters) August 16, 2017
A2: In #B2B—leads, leads, leads! #SproutChat
— Skuid (@skuidify) August 16, 2017
A2: I think how measure is directly related to your goals. Goal-Increase awareness? Engagement and followers can support that #SproutChat
— Deserae_Dorton (@Deserae_Dorton) August 16, 2017
A2. Define the #MetricsThatMatter to your business. Follow visitors from social to your content offers using Google Analytics. #sproutchat
— Mike Mills (@SagefrogMike) August 16, 2017
A2: ROI on social posts can be measured by interaction from the target of that post. Not all posts are geared toward everyone #SproutChat
— Brendan Cooper (@SagefrogBrendan) August 16, 2017
Present Clear & Concise Information
Since social ROI is not as clear-cut to measure as traditional marketing campaigns, be sure that you’re presenting the most applicable data to senior leadership. Tell the whole, contextual story so those not involved in the day to day efforts feel as though they have a real grasp of what’s working.
A4 – You need them to understand what you’re trying to accomplish on social, to start with. #SproutChat 1/2
— Jasmin (@jasmin_der) August 16, 2017
A4. Revenue generated. People touched. Reach. Effectiveness – who did what you told them to. #SproutChat
— Reva Minkoff (@revaminkoff) August 16, 2017
A4 Great Q. We use detailed Excel spreadsheets right now, as well as the PDFs from @SproutSocial. #sproutchat https://t.co/bpNAbPtvTs
— Courtney Kochuba (@CourtKochuba) August 16, 2017
A4 The value of estimated cases deflected thanks to correct answers / blogs viewed in your community #sproutchat
— Toby Metcalf (@Toby_Metcalf) August 16, 2017
A4 – I report monthly on some basic stats as a general overview. But they know those stats are not our end goals. #sproutchat
— Rebel.com (@rebeldotcom) August 16, 2017
A4: Finger paint.
Unless they're involved in the SM process & understand the psychology behind some of it, don't overwhelm them #sproutchat— Jeff Higgins (@ItsJeffHiggins) August 16, 2017
Make Room for Changes Along the Way
It’s good to understand what’s performing well and what’s not, but it’s almost more important to be flexible to change along the way. Be agile and allow some wiggle room when business goals shift or the ROI isn’t what you initially mapped out.
A5 – I look to see what people are engaging with most – and it’s always, always photos of @rebeldotcom behind-the-scenes. #SproutChat
— Jasmin (@jasmin_der) August 16, 2017
A5 – Since I know that is what our followers engage with, I work to balance that with my regular promo duties. #SproutChat
— Jasmin (@jasmin_der) August 16, 2017
A5 – If we have an ad campaign running, we check in several times each day and will change up targeting based on performance. #sproutchat
— Rebel.com (@rebeldotcom) August 16, 2017
A5: It's always good to tweak plans but make sure it's not too often or too soon to really understand your results and metrics #SproutChat
— Jeff Higgins (@ItsJeffHiggins) August 16, 2017
A5: It's really based on your goals and what you're trying to achieve with each campaign. #SproutChat
— Express Writers (@ExpWriters) August 16, 2017
A5. And don't forget to consider all the various variables. There's usually more than one with social. #SproutChat
— Reva Minkoff (@revaminkoff) August 16, 2017
A5. Every 6 months do a high level strategic review. Do more of what's working, and less of what's not. Proof is in the pudding. #sproutchat
— Mike Mills (@SagefrogMike) August 16, 2017
A5 every time the data shows me I need to! If you're not getting your desired results, and data proves it, you've gotta pivot #SproutChat
— LUCYrk (@LUCYrk78) August 16, 2017
A5: Our strategies change to meet campaign objectives. #SproutChat
— Daniel Hachey (@daniel_hachey) August 16, 2017
Take Immediate Small Steps
There are many small items you can tick off a list that can help improve your measurement goals. Start by tracking objectives, add UTM codes to links and tagging your posts by segment type.
A6 – Don’t spread yourself thin by trying to have a presence on every social media platform. #sproutchat
— Rebel.com (@rebeldotcom) August 16, 2017
A6: Your ROI depends on your brand goals. Fishing with a few poles is fine, throwing a bunch of nets just spreads you too thin #SproutChat
— Jeff Higgins (@ItsJeffHiggins) August 16, 2017
A6: Determine top social influencers in the industry that can boost your brand awareness to a new level #sproutchat http://pic.twitter.com/9h7121lqRB
— Brendan Cooper (@SagefrogBrendan) August 16, 2017
A6. Get the right people in place, know what you want to measure is actionable. #SproutChat
— J. Nolfo 🦏 (@jnolfo) August 16, 2017
A6 – Don’t spread yourself thin by trying to have a presence on every social media platform. #sproutchat
— Rebel.com (@rebeldotcom) August 16, 2017
A6. Track track track your data and do something with it! Act on your successes and failures rather than setting and forgetting.
— 🍺™ (@kellNworldpeace) August 16, 2017
UTM CODES!!! #SproutChat
— Daniel Bailey (@DaJoBa) August 16, 2017
Join #SproutChat next Wednesday, August 23, at 2 p.m. CDT, to chat about creating content on the go with Sprout All Star Elite, Fritz Klug of Bell’s Brewery. Until then join our Facebook community to network with other folks in the industry and stay up to date on #SproutChat events.
This post #SproutChat Recap: Social Media & Measuring Success originally appeared on Sprout Social.
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How Monarch Implemented a Social Strategy That Drives ROI
Monarch has been operating out of the UK since 1968. Since its inception, the airline has centered its business around one core objective: providing an exceptional customer experience. While Monarch’s goal has remained the same, the consumer journey has drastically changed since the company first took flight. Long gone are the days when call centers were the only answer to customer care.
The fact that 49% of consumers are more willing to purchase from brands that respond to them on social makes it imperative that Monarch is more than present online, it needs to be proactive. In accordance with its mission, the airline regularly engages in personalized conversations with current and prospective passengers.
But how does this investment translate to revenue? Like most organizations, Monarch’s team found it challenging to communicate the business impact of social engagement to leadership. This changed once the airline implemented a four-part approach focused on efficiency and driving ROI.
Break Down Silos & Structure for Efficiency
Monarch segments its social customer care team without sacrificing communication. The airline divides its customer care agents into two groups: ‘flights’ and ‘holidays.’ The flight team is responsible for pre- and post-flight inquiries while the holiday team manages all things related to Monarch’s travel packages. Twenty-four agents, split into two teams of 12, are active in Sprout Social. Regardless of where they sit, each agent is able to identify and task inbound messages to the appropriate contact. Best of all, agents don’t have to worry about overlap. Sprout’s user-level permissions and collision detection features ensure that duplicative efforts are avoided.
Invest in the Right Social Platforms
Eighty-percent of customer service requests on social happen on Twitter. And, when compared to other customer care channels, Twitter decreases the cost per customer care resolution by 80%. These figures alone make the platform a natural conversation hub for passengers looking for information or in need of an immediate response.
To accommodate the wants and expectations of their customers, Monarch doubled down on Twitter. Within eight months, Monarch decreased its reply thread size by 11%. The airline adopted a twofold strategy that focuses on proactive and reactive customer care.
Proactive, planned content is more advertorial. This content is meant to inspire and educate customers on where Monarch flies and what travel packages the airline offers.
Spend a week of luxury in Gran Canaria at the beautiful 5* Bohemia Suites & Spa! Flights & 7 nights from just £829pp https://t.co/2gNDdGi20W http://pic.twitter.com/B8rk2MrbDc
— Monarch (@Monarch) August 3, 2017
Reactive, real-time conversations are aimed at relationship building through quick, accurate responses. Customer care agents sign each Tweet with their initials. This extra level of engagement enables Monarch to build a personal rapport with passengers.
Thank you for the article! Hope to see you onboard very soon 🙂 ^NB https://t.co/xYSZJRhmHg
— Monarch (@Monarch) August 4, 2017
Put the Customer Experience First
A study conducted by Twitter, in partnership with Applied Marketing Science, revealed that customers who receive a response from an airline inquiry on Twitter are willing to spend approximately $9.00 more with that company. For Monarch, that means money. In 2016, Monarch publicly interacted with 20,342 unique users on Twitter–giving the airlines the potential to increase its yearly revenue by $183,078.
Still, a response isn’t enough. When customers interact with an airline on Twitter they expect that their problem is resolved on Twitter–not on another platform. A seamless customer experience stands out against the airline’s competitors.
But what happens when passengers are Tweeting questions with answers that rely on sensitive information? How does Monarch keep the conversation on Twitter when it will likely progress to confidential details?
When interactions start to move towards collecting sensitive information, agents direct customers to Twitter’s private message functionality with Twitter DM Deep Links. This enables customers to send a Direct Message to Monarch without leaving the original Tweet.
“The fact that we’re providing the DM Deep Link makes that process so much smoother. It goes back to the customer experience–making it easier and more friendly,” said Naomi Bressan, Social Media and Contact Executive at Monarch.
Since enabling Twitter DM Deep Links in Sprout, Monarch has experienced a 37% increase in DMs, allowing them to help more customers, more efficiently. Which, according to Twitter, is significantly higher than DM Deep Link’s average 30% Tweet-to-Direct Message conversion rate.
Standardize Reporting Metrics
Monarch’s team knew that in order for its social customer care and engagement efforts to be fully understood by leadership, reporting metrics had to be standardized. That’s why the team gives special attention to Sprout’s Twitter Feedback Report which highlights team Net Promoter® Scores (NPS)–a methodology used to gauge customer loyalty.
“Twitter NPS is amazing because our Customer Insights team is already using that system to measure customer satisfaction. Now, we can really start to measure social care and benchmark Twitter against our other channels,” said Bressan.
Standardizing reporting metrics across functions allows Monarch’s social team to accurately and effectively communicate the ROI of engagement across the organization. Since enabling Twitter Feedback, the airline reports an 8.8 out of 10 average customer satisfaction rating which correlates to an outstanding 50 NPS score. Proving to leadership that Monarch’s customers aren’t only present on Twitter, they’re engaged.
This post How Monarch Implemented a Social Strategy That Drives ROI originally appeared on Sprout Social.
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Thursday, 17 August 2017
5 Marketing Experts Share Their Top Email Writing Tips
Try asking questions in your subject line
Amy Schmittauer, Savvy Sexy Social, YouTuber and Author
“I often use my emails to connect my viewers to the latest videos I've shared, but the subject line is the critical space that determines whether or not the email gets opened. I've been excited to see high opens and click-throughs on emails that promoted videos based on the customization of the subject line, often with a question that they really wanted to answer about themselves. Question marks in subject lines can be a powerful move.” [bctt tweet="“The subject line determines whether or not the email gets opened.” -@Schmittastic" username="aweber"] Here’s an example of how Amy used a question in one of her subject lines:
Key takeaways: Relate with the reader: address the questions they’ve been asking!
But remember that every audience is different
Michael Port, Heroic Public Speaking, Author and Marketing Consultant
“Check patterns to see which emails your audience opens (and which ones get clicks). Currently, the ones with practical advice tend to outweigh any shock value or wit. And so that’s how we connect with our audience (while consistently testing to see if/when the pattern changes).” Your own audience is different from other people's audiences. So test to see what works for your own subscribers! Key takeaways: Test, test, test!Add a human touch
John McIntyre, McMethod, Copywriter and Marketing Consultant
“Telling a simple story from your own life about something you struggled with is one of the best ways to connect with your audience. Granted, this won't be appropriate for every type of business, but if you have a personality-focused business like I do, it can work wonders. Tell people about how you almost died once, or your worst fear, or what makes you uncomfortable. You'll know if you're doing it right if you're feeling really uncomfortable. The more uncomfortable you feel about revealing something about yourself, the better the email (in most cases).” [bctt tweet="“Tell people about how you almost died once, or your worst fear.” - @JohnMcIntyre_" username="aweber"] Catch your audience's attention and engage them with an interesting story at the beginning of your email. Once you have them hooked, they'll be more likely to read the rest of your email. Below is a portion of an email that John sent to his subscribers to engage and connect:
Key takeaways: Don’t be afraid to be vulnerable and, well, human!
Build community in your emails
John Corcoran, Smart Business Revolution, Business Advisor
“A couple of months ago, I sent an email saying, 'I want to introduce members of my community to one another. I'm going to put together a blog post where I'll share your website and your business. So send me an email with your website, what line of work you're in, the name your business and your contact info and I'll draft up a blog post, and share it. And you can do business together or refer business to one another.' I just got the most tremendous response back: incredibly high engagement and open rates and people emailing me back saying they were crying when they read it. They couldn't believe the generosity to it. And anyone can do this. You can do this even if you're just building your email list now. Go to your Linkedin connections, email clients or past clients. And just say, 'Hey, I want to help you out by getting more traffic to your website.'" How can you replicate this? Let’s say you’re a food blogger. Put a sign up form on your blog, and try sending this community-building email to that list. Key takeaways: Be a friend. Offer the help and advice your subscribers have been seeking!Use social media to connect
Amy Schmittauer, Savvy Sexy Social, YouTuber and Author
“I absolutely love including my Twitter handle or a Click to Tweet link in emails so that people take action in a social environment with me based on the conversation we have through email. For instance, on the confirmation page for joining my email list, there is a Click to Tweet that is automatically drafted for them to say hello as a new email member through Twitter.” [bctt tweet="“I absolutely love including my Twitter handle or a Click to Tweet link in emails ” -@Schmittastic" username="aweber"] To do this, head over to Click to Tweet’s website. Just type in your copy and use the custom generated link as the hyperlink in your email! Key takeaways: Don’t just build community within the emails themselves ― reach to new platforms!Don’t be afraid to ask your audience what they’re thinking
John McIntyre, McMethod, Copywriter and Marketing Consultant
John’s most important welcome email trick? “I ask one simple question (What is your most important questions related to X?). Over time, the hundreds or thousands of responses to that question have become a wealth of knowledge and data about my market. I can go into my email account at any moment and look for that email, and spend hours scrolling through the responses. Everyone knows they should do more surveys and ask their market questions more often. But we rarely get around to doing it. That's what's great about asking a question like this in your welcome email. You're collecting data on autopilot, assuming you continue getting people to join the email list.” [bctt tweet="Ask questions in your welcome email. “You're collecting data on autopilot,” -@JohnMcintyre_" username="aweber"] There are two simple ways to ask questions in your emails: ask subscribers to respond directly to your email or direct subscribers to a survey link. In the example below, we ask for feedback on our What to Write in Your Emails course using a link to a survey:
Key takeaways: Ask your subscribers questions early on. This way, you’ll ride the wave of new-subscriber excitement, and can benefit from the higher engagement that welcome emails see.
Remember the goal of your promotional email
Michael Port, Heroic Public Speaking, Author and Marketing Consultant
“An unscientific 80 percent of all of our email promotion stresses the specifics of what our audience will gain out of a program or opportunity – something that will make them want to click. Email promotion is the lifeline of our business. Sometimes the entire purpose of an email is to get the reader to click to go to the webpage where the sale can occur. After all, the job of the email is to get potential buyers to click. The job of the web page is to get them to buy. Don’t confuse the two.” [bctt tweet="“Email promotion is the lifeline of our business.” -@MichaelPort" username="aweber"] Key takeaways: Make your emails work hard for you, but remember that they don’t do all of the work.Don’t leave your list hanging
Addy Saucedo, The Podcast Planner, Podcaster and Speaker
“A key to growing and keeping an audience is the speed of implementation.” Make sure you constantly nurture your list and deliver in a timely manner. In order to keep your current audience happy and reach new people as well, always work to deliver value. [bctt tweet="“A key to growing and keeping an audience is the speed of implementation.” -@PodcastPlanner" username="aweber"] Key takeaways: Work effectively and efficiently.Want more expert writing tips?
The content experts at AWeber have compiled their best email writing advice and more than 45 email copy templates into our What to Write in Your Emails guide and course. All expert-approved. Get it for free now. Happy writing!
The post 5 Marketing Experts Share Their Top Email Writing Tips appeared first on Email Marketing Tips.
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