• Act-On Software
    Act-On Software on November 18, 2014

    The Rules of Engagement on Facebook

    If you want to make your content sharable and searchable on Facebook, you need to have a thorough understanding of Facebook principles and the general rules that apply to content and behavior.
  • Geneneration Y’s spend, on average, two hours a day on their smartphone and use six mobile apps a day. By 2020 they will make up 50% of the workforce. Is your organisation ready for the internal mobile comms revolution

    In the past 5 years, the way we communicate outside of work has changed dramatically. With 62% of the UK population now owning a smartphone and 30% owning a tablet, most of us have 24/7 access to the Internet.

    But we aren't using our mobile devices to browse the web.

    Earlier in 2014 Princeton University published a paper, based on Google search traffic, predicting that Facebook would lose 80% of it's web traffic by 2017. The news was publicly ridiculed by Facebook which pointed out that the majority of it users (83% in the UK) access the platform via mobile devices and apps.

    Make no mistake, for most people the web search has already been replaced by one-touch mobile apps.

    And what we do as consumers is impacting on how we like to work. Generation Y (people born in the 80s and 90s) are increasingly expecting and desiring to communicate with their colleagues, customers and clients through mobile devices. 20% of all employees now spend at least 10% of their time working remotely and 56% of Gen Ys say that increased mobile working would increase their productivity.

    There's also good business sense behind this trend. 96% of senior executives cite a lack of effective communication for workplace failures and 39% of employees who use social business tools (including mobile apps) say they have experienced 'increased connectedness'.

    In spite of this, most organisations are lagging behind in their adoption of internal mobile communications. 41% of employees say the mobile devices they are provided with are old and not fast enough, and only 11% of organisations say that creating mobile apps for internal communications is a digital priority for 2014.

    Mobile Social Communications Revolution

    Check out these two case studies to see how more organizations are meeting their employees' needs for social interaction during the workday.

    Companies of all sizes are realizing most people are more productive when there’s a social element to their work. Let’s look at two case studies that delve into this concept:

    IBM Fuses E-mail With Social Features

    IBM recently introduced a new business-oriented e-mail application. In addition to allowing people to send e-mails as normal, the service -- called IBM Verse -- has a built-in feature that keeps track of how users behave when sending e-mails and can draft future responses based on those interactions.

    You may be surprised there's also a strong social integration. For example, users can easily convert e-mail threads into Facebook-ready blog posts, which might be helpful if a person is balking at the idea of using a special text editor program to craft a blog, but is already well versed in e-mail. Also, when an e-mail is sent to multiple people, a user can instantly see the relationships between the recipients.

    Much like the way Facebook has experimented with pushing content to users based on what they are likely to enjoy or deem important, IBM Verse has a "faceted search" function. This function analyzes user actions to identify content that's specific to a particular need, and it can pick out the people who seem to be among an employee's most important contacts.

    If you have ever left a comment on someone's Facebook profile to offer congratulations after he or she got engaged or welcomed a new baby, only to discover you get bombarded with activity notifications every time another person in that person's social network offers similar well wishes, it probably didn't take you too long to figure out how to mute future notifications for that particular post.

    IBM Verse has a similar "mute thread" function, helpful if hundreds of your coworkers are replying to a thread about a company potluck, an upcoming national holiday or someone's surprise birthday party, and all you want to do is focus on work.

    IBM Verse developers spent $100 million to get the program ready for the public, and it's hoped Verse will eventually overshadow Windows Outlook as an e-mail option. For now, Verse is a free service, but a paid version with more features and a larger data allowance will become available at the start of next year. It's too soon to tell whether the social media-inspired features will help the app rise above the rest, but the offerings are at least more than enough to spark curiosity and encourage people to give the free version a try.

    WeWork Believes Creations Happen Best in a Community Setting

    Social media certainly has its advantages, but there are also great benefits to having meetings of the minds with people who are in the same room you are. At least, that's the belief and business model of WeWork, a chain of coworking spaces around the world. Currently, there are 31 locations in places like New York City, Austin and Seattle, but also as far flung as Amsterdam and London.

    Amenities range from private phone booths to meditation spaces and member workshops. According to WeWork, if a person decides to become a member and get access to any of the coworking spaces, he or she will suddenly become part of a global community full of visionary people all working on their respective goals.

    Being in such an environment can undoubtedly be inspiring, especially for people such as freelance musicians and writers, who may work for hours or days on end with very little supervision or human contact. By taking comfort in the fact WeWork locations are set up around the world, a person may feel more confident about being equipped to do his or her work to the fullest, thanks to plentiful high-tech and upscale features in each facility.

    Also, even people who prefer to be sociable mostly via social media channels have something to smile about, especially if those in-person chats increase the sizes of their social networks. After all, working among like-minded individuals tends to spark conversations, and many of them include questions like "Hey, are you on Twitter?" in an attempt to break the ice and find common ground.

    These are just two examples of companies that are doing their part to make sure the social element of a workday doesn't get lost. There are many others out there as well; are you one of them?

    Image by Jeff Sheldon

    The percentage of the world’s total internet users who use social media has risen from 8% in 2005 to 72% in 2013. This has helped to open up a new platform for companies to communicate their services and products and has been proven in cases to be pivotal to a brands marketing tact.

    The percentage of the world’s total internet users who use social media has risen from 8% in 2005 to 72% in 2013. This has helped to open up a new platform for companies to communicate their services and products and has been proven in cases to be pivotal to a brands marketing tact. Social media allows brands to convey their ‘personality’ or provide additional customer service; it has been shown that a huge 81% of US consumers are influenced by friend’s social media posts – what is known as ‘Word of Mouth’ marketing.    

    Geno Church, author of the marketing strategy book ‘Brains on Fire: Igniting Powerful Sustainable, Word of Mouth Movements’, gives three points that he believes are pivotal to engaging with customers through social media:

    ·         Functional: People engage in functional conversations about brands to get information needed to make decisions and to better interpret the world around them.

    ·         Social: People engage in social conversations about brands to impress others, to express uniqueness and to increase their reputation.

    ·         Emotional: Brands that invoke strong emotional feelings are more likely to be talked about. Make sure your brand is evoking a strong emotional trigger. It hits home the most.

    The new found platform for interaction between customers and brands through social media has allowed companies to make use of the opportunity to create conversation about the brand. Here are some of the top companies to have implemented word of mouth in this way. 

    Starbucks

    Starbucks coffee likes to promote itself as providing the best quality coffee beans, service to its customers, and community spirit in-store since it opened its first shop in 1971. Their challenge was to recreate this in through their online community. To do this, sharing pictures with the shop through their online social media is encouraged. The company creates hashtags such as ‘#StarbucksMoments’ and ‘#RedCups’ in order to promote their change to red coffee cups for Christmas, keeping social engagement.

    KLM

    Founded in 1919, KLM Royal Dutch Airlines have an esteemed history and are today the oldest airline company still operating under its original name. This created a challenge in keeping the brands image on social media consistent with the reputation that they had built up over time. The airline has been able to maximise the potential of social media through using it as an additional service used for fast-tracked customer service, even giving the expected response time on the KLM Twitter account. In a recent article in eConsultancy, KLM state that “social media makes $250 million a year for the airline calculated using a last-click model” showing the gains to be had from brands using social media.

    Superdry

    Since being founded in 1985, the UK fashion brand Superdry has had its marketing efforts focused on word of mouth marketing. This was able to translate to real gains when social media enabled the additional interactions between the brand and its customer base. Effective and targeted promotion of celebrities, such as David Beckham and Nicole Scherzinger, dressed in Superdry clothing and when shared through social media was able to help in creating a buzz about the brand online. This was able to be built upon playing a large role in fuelling the company’s growth and success since.

    ALS Association

    The ALS Association are a charity which sets out to raise awareness and the funding of research to look for a cure for Amyotrophic Lateral Sclerosis (ALS) disease. Starting out the year with a relatively small following, the charity is a great example of a little known charity name which through social media was able to use a campaign to promote its cause.

    During the summer 2014 the ALS ‘Ice Bucket Challenge’ was a mini craze that had people all over the world pouring buckets of iced water on themselves in the name of charity. Household names even got involved in the challenge making their own videos including the likes of George Bush, Usain Bolt, and Tom Cruise. The campaign raised $115 million as a direct result of the social media video campaign and its donations.

    Episode 010 In this episode: Welcome back to our show! After a brief hiatus, and whole new name change, we are back in action! Today, we have a special treat, a live/recorded version of our podcast straight from the 2014 Employee Advocacy Summit presented with The Social Shake-Up 2014. Together with my four event panelists, we take on questions directly from our audience of awesome summit attendees. It was a super fun session with lots of laughs mixed in with the nitty gritty of the day. Definitely a conversation you don't want to miss!
    In this episode:  Welcome back to our show! After a brief hiatus, and whole new name change, we are back in action! Today, we have a special treat, a live/recorded version of our podcast straight from the 2014 Employee Advocacy Summit presented with The Social Shake-Up 2014. Together with my four event panelists, we take on questions directly from our audience of awesome summit attendees. It was a super fun session with lots of laughs mixed in with the nitty gritty of the day. Definitely a conversation you don't want to miss!
     
    This week's questions are answered by Liz BullockMichael BritoChris Boudreaux, and Susan Emerick

    You ask! ... Industry leaders answer! Call in and be on our podcast with us! (855) 768-3553

    Questions answered:

    • How to calculate the value of social reach?
    • What are the internal benefits to an organization with an Employee Advocacy program?
    • Employee Advocacy feels like what the internet felt like in 1995, shouldn’t be quit looking to technology to tell the story? Shouldn’t be be able to get executive buy-in based on common sense beliefs?
    • How do you get employees to relate to the brand story so that when they are sharing through an advocacy program, they remain authentic while staying on brand?
    • Where will this take us? And why is it important for organizations to on-board now?
    • What is the green light analogy in regard to legal considerations?
    • At what point is this way too much work in relation to number of employees?
    • How do you equip employees regionally for different international markets and offices?

    Links mentioned in this episode:

    Full list of podcast panelists: Ric DragonMichael BritoVanessa DiMauroTed SheltonLiz BullockChuck HesterNatascha Thomson, and Rob Peacock

    In today's ever-changing world of social business and digital transformation, staying up to date with cutting edge technology and best practices is not easy. Here's your chance to ask industry leaders all of your questions! Get relevant advice from those who know best... Call Collaborative IQ Podcast at (855) 768-3553. Leave a voice mail question to be selected for a future show.

    OR go to my website, DeniseHolt.com, click on the tab that says, "Send Voicemail" on the right side of  the window, and record a voicemail message of your question directly using your computer microphone or mobile device!

    Thanks for joining us!

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    Do you have trouble creating content that brings interaction to your Facebook page? Generating organic content that obtains massive interaction is becoming more difficult. There are three simple ways to increase interaction on Facebook that should become a part of every online marketers strategy for 2015.

    Do you have trouble creating content that brings interaction to your Facebook page? Generating organic content that obtains massive interaction is becoming more difficult. There are three simple ways to increase interaction on Facebook that should become a part of every online marketers strategy for 2015.

    The Wall Street Journal recent ran an article saying that brands are wasting money on Facebook and Twitter. They state that less than 0.1% of fans and followers actually interact with each post on average from a brand. Facebook announced last week that another tweak to its news feed algorithm will soon make it even less likely brands’ unpaid posts will be actually be seen by users.

    Don’t try and fight Facebook’s algorithm. Even though it is extremely frustrating for marketers who produce compelling content, if you can’t beat them, join them with 3 easy ways to increase interaction on Facebook!

    1. Create a Giveaway

    One of the most popular ways to obtain interaction is by creating a giveaway. Make sure this promotion relates to your brand and will be something that Facebook users find compelling. If you hit the nail on the head with a clever giveaway, your contests can obtain amazing interaction!

    Make sure to ask questions and reward your loyal fans. This will create excitement and will get users to visit your Facebook page frequently to check if they have won. 

    We gave our followers a chance to win a gift card by guessing the final score to an Ohio State Football game. We know that our audience is interested in local sports so we use this to our advantage. We are not directly promoting our products and services (apartments communities) but instead we are improving our brand awareness and social following. We have increased monthly interaction by 117% with this tactic! 

    2. Use Strong Imagery or a Graphic Image

    Choosing the right image can strongly enhance your social interaction. 40% of people will respond better to visual information than plain text. This statistic is according to HubSpot and proves that point that if someone were browsing through its newsfeed, they be more likely to stop at a post with a clever graphic opposed to one with just text.

    Uploading the wrong image to Facebook can definitely change your interaction outcome. A visually compelling image can make the difference from gaining just another impression (anyone who sees your post) to an action like a comment or a page like. On Facebook, photos perform best for likes, comments, and shares as compared to text, video, and links. 

    3. Promote the Facebook Post

    With a simple $5.00 boosted post you will be amazed to see how much interaction you can receive. With $5.00 our Facebook post was able to reach just over 14,000 people, 60 likes, 35 comments, and 2 FB shares. This is nearly quadruple the interaction of a typical post that we run.  Facebook’s algorithm is constantly changing to get more money from advertisers. It is crucial that you pick your most important messages and promote them in order for them to be seen in the newsfeed, which is becoming more and more competitive. 

    The overall strategy in creating interesting and sharable content for social media is to find what interests your target audience. Use local news, sporting events and contests to gain social interaction, which ultimately can lead to better brand awareness.