• 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.
  • "Dear Socially Stephanie, I just read an article that says Facebook and Twitter are worthless. Is this true? And if so, where should I focus my energy?"

     

     

    Dear Socially Stephanie,
    I just read an article that says Facebook and Twitter are worthless. Is this true? And if so, where should I focus my energy?

    Confused in Chico

     


    Dear Confused in Chico,
    It's good to hear your keeping up on the trends. I too saw that article going around the Facebook and Twitter. Ironic, right?

    Like anything with social media, there are a few different sides to the story. The article you are referencing actually talks about how Facebook and Twitter are not as great at building relationships with your customers as other networks might be. But it doesn't say to completely "X" them off of your list.

    And while I agree that Facebook is a network that is quickly losing steam, I don't think you should neglect it just yet. I do strongly think Twitter has a lot of potential to engage your customers and build a really strong and loyal fanbase. But, like anything you do for your business, you gotta do it right.

    Twitter is great as a customer service tool. If you have good customer service, you have the ability to build a relationship. So in that sense, Twitter is absolutely alive and well. Ignore your customers on Twitter and say goodbye to any type of relationship you had hoped to build.

    Another way to build your relationships on Twitter is to LISTEN. Okay, okay, I know you've heard it before, but it is true. Yes, you'll get the mentions as notifications, but what about those who aren't actually replying to you or tagging you. You still need to respond. Search for your business name, your business products and your URL. The URL is something everyone seems to forget. If you can respond to people who don't even realize you are on Twitter you are one step closer to BFF status.

    Beyond the usual suspects, AKA Twitter & Facebook, Instagram, Snapchat, Vine, and YouTube are also extremely good at building relationships with your buyers and potential customers. The reason I likes these networks so much these days is that they aren't over saturated with ads. People still see your content and when you post consistently and on-brand you'll see your following and conversions grow.

    Beyond the posts you put out yourself, these networks are a really great place to engage with Influencers who can really move the needle for you. In fact

    If you want to have the best engagement, branded communities are coming next. This means you own the data, you own the network, you own it all. And in many cases the community will actually engage with you and your other fans on your own site. This is really what you should aim for. It's like buying real estate vs leasing. Got it?

    Well, I hope that got your wheels turning. Good luck!

    Socially,
    Stephanie

    Do you have a question for Socially Stephanie?

    Please email SociallyStephanie@socialmediatoday.com and let Stephanie help you solve your social quandaries, queries, and boondoggles. (Questions may be edited for length and clarity.)

    The biggest and most interesting news stories this week, as told by Brandwatch social data. The news cycle started slow, but that only lasted halfway through Monday. We looked at online conversations of #Snovember, People Magazine's Sexiest Man Alive announcement, Movember of course, and much more.

    It’s not officially winter yet, but tell that to Buffalo and the rest of Western New York State which got literally blasted with #Snovember.

    Snovember.jpg

    Meanwhile, social conversations were heated after Jimmy Kimmel announced People Magazine’s 2014 selection for Sexiest Man of the Year. Jury’s still out on whether Chris Hemsworth deserved it or not, but the social data around this conversation gives us a glimpse into what people are saying (and the other Chris’ that were “robbed”). 

    (This cover is just... interesting.)

    What else have you maybe missed? Well, Snapchat introduced Snapcash (don’t worry, it’s not marketed as exchanging cash for “pics”), Dave & Buster’s posted a Taco Tuesday Tweet that backfired ala DiGiorno’s misuse of an activism hashtag a few months ago, and of course we’ve got your Movember update.

    Get ready to dive into the social data!

    #Snovember

    Western New York is getting whitewashed and been hit with “a year’s worth of snow.” We have seen more than 4,700 mentions of #Snovember and #Snowvember on Twitter relating to the winter weather emergency in that region.

    The most popular hashtags include #snovember (2,800+ mentions), #snowvember (600+ mentions), and #buffalo (200+ mentions).

    One of the most popular tweets has come from the Buffalo Bills in their response to the NFL’s mention of the snow storm.

     


    People Magazine’s Sexiest Man Alive

    People Magazine’s “Sexiest Man Alive” news was announced on Jimmy Kimmel this week and the winner was…. Chris Hemsworth aka Thor aka Liam Hemsworth’s older brother. When we looked at the large amount of online conversation for and against the magazine’s bestowing the honor on this particular Aussie actor, we found some intriguing insights.

    What we really found interesting was the type of brands and people that capitalized on the news - from Mr. Clean to Piers Morgan.

    People Magazine itself is a news outlet but they make themselves a newsmaker when they announce their choice for “Sexiest Man Alive” as numerous business and entertainment media outlets cover the “story” from the WSJ’s Speakeasy blog to the reveal on Jimmy Kimme to the Huffington Post.

    The conversation online had reached nearly 50,000 mentions, with more than 47,000 mentions on Twitter. All within about half a day. People Magazine’s announcement was the most popular Tweet in that timeframe, with more than 5,500 RTs. Marvel Entertainment also got in on the action and received more than 900 RTs.

    To no one’s surprise, women have held a larger share of voice in the conversation (71%) compared to men (29%).

    Conversations mentioning Marvel, Thor, or God of Thunder have also been very popular in conversations around the announcement.

    We also took a look at who was upset over the news. We’ve seen nearly 400 mentions of users expressing the following key terms: disappointed, annoyed, annoying, worst, robbed, bs, bullshit, terrible, displeased, or upset.

     

     

    The official #sexiestmanalive and #chrishemsworth are the top two hashtags used in conversation. #Marvel, #abs, #Kimmel, @sma2014, and #thor also made it into the top hashtags.

     

    Real Mr. Clean has squeaked his way into the conversation with one of the top hashtags #Cuddles.

    Not surprisingly, People Magazine is the most mentioned Tweeter, along with E! News, and E! Online.  Jimmy Kimmel also received a fair amount of mentions as the news was announced on his show.

    Piers Morgan also Tweeted that he missed his name on the list. He has received less than 200 mentions but impressions may be hire based on his actual tweet’s RTs etc.

     



     

    When people magazine tweeted to ask Twitter users WHO SHOULD be the 2014 sexiest man alive yesterday, people started suggesting Adam Lambert in their responses. The same thing happened when Jimmy Kimmel tweeted to his followers to ask them to guess who it was before he unveiled the results last night on his show. As a result, Adam Lambert was one of the other celebrities who made it into the top conversations. Chris Pratt was also one of the most popular suggestions.

    Overall, Chris Hemsworth, People Magazine, and Marvel led the conversations.

     


     

     


     

    Will Snap for cash?

    Snapchat announced a partnership with Square this week to introduce Snapcash, a payments feature that lets users transfer money in the Snapchat app. But wait a minute, don’t teens (and adults alike) use Snapchat for ahem, “private” pictures? They sure do.

    The Snapcash news has garnered over 83,000 mentions on Twitter. We saw the highest spike in conversation on November 18 (with 53,000 mentions), not long after Snapchat published its blog post.

    Overall, much of the conversation seems to be excitement, however some users have expressed concerns on privacy, especially due to recent reports of security breaches. We have also seen more than 2,000 combined mentions of “charging for nudes” and “send nudes,” which seems to have made some consumers a bit hesitant of the new feature and the direction of the app.

     



     

     

    Dave and Buster’s #TacoTuesday tweet and delete

    To promote its Taco Tuesday, Dave & Buster’s made a pun that did not receive the laughs it hoped for. “I hate tacos, said no Juan ever,” the tweet read briefly, before it was quickly deleted followed by an apology about an hour later.

    This obviously isn’t the first time a brand has tweeted before thinking of the potential consequences or backlash.

    In September, DiGiorno pizza had a similar social media blunder when it blindly tweeted a response to the domestic abuse hashtag #whyistayed. In the first 48 hours after that tweet, #whyistayed was mentioned in conjunction to DiGiorno in more than 700 tweets and received nearly 18.5 million impressions.

    However, Dave & Buster’s #TacoTuesday gaffe has not received the same amount of social media attention. In the first 24 hours since the tweet, #tacotuesday in conversations specifically related to Dave and Buster’s received more than 130 tweets and received nearly 3.5 million impressions.

    Here at Brandwatch, we were interested in comparing the two tweets and were surprised to see that Dave & Buster’s did not receive as many impressions or mentions as DiGiorno.

    Mo’ Mo’ Movember

    Last week, we took a look at the “verified” Twitter mentions and saw that brands like Gillette UK, The Vitamin Shop, and Adidas Baseball  had some of the most popular “brand” Tweets for Movember. Those brands have continued to have a presence during the third week of the men’s health campaign.  

    This week, we have also seen increased brand engagement for Movember from Barbasol and Cheetos:

    - Barbasol shaving cream thanked the #MoBros and #MoSistas who are participating in Movember

    - Chester Cheetah also posted a picture which announced he was participating in Movember this year

    YouTuber Alfie Deyes (@PointlessBlog) is taking part in Movember, and his influence and audience reach has helped to drive engagement. This week, we saw a mention from Star Wars UK who retweeted actor Peter Mayhew, TheWookieRoars.

    For No-Shave November, brands like Snickers, Ruffles, and Dairy Queen (a Movember sponsor) participated in the online conversations, however, they have not seen the most engagement.

    Here’s a look at the updated social data:

    Movember vs. No-Shave November

    Both have a presence on social media, but Movember mentions have had a larger share of voice on Twitter for the month so far:

               - Movember: more than 485,000 mentions

               - No-Shave November: more than 286,500 mentions

    Of note, this data is based on a 10% sampling of Twitter mentions found using the Brandwatch Analytics platform. The data numbers have been multiplied to represent the full volume.

     

     

     

    Both campaigns included mentions of each other in the top hashtags.

    Movember Top Hashtags

    Last week, Gillette UK made it into the top hashtags (#bestamancanget) with their give away of Manchester City goalkeeper Joe Hart’s signed gloves, however the competition was not one of the most mentioned hashtags this week. #win, in relation to other competitions.

     

    No-Shave November Top Hashtags

    The second most used hashtag in relation to No-Shave November is #Movember. Terms like beard, beards, beard gang, no shave, mustache, and let it grow are also popular hashtags when discussing the month.

     

    Between the two campaigns, Movember continues to have a larger conversation with tweets including mentions of men’s health (47,000+ mentions), face of men’s health (29,000 + mentions), and changing the face of men (21,000+ mentions).

    No-Shave November topics included facial hair, grow a beard, and raise awareness.

     


    Where’d November go?

    Thanksgiving is in less than a week, along with it will come Black Friday, Small Business Saturday, and Cyber Monday. Before we know it, we’re looking 2015 dead in the eye.

    For the last week of November we’ll be providing updated stats on the Movember and No-Shave November campaigns. Not to mention keeping a close eye on viral campaigns (check out our #AlexfromTarget social data in Adweek) and of course the upcoming holiday and shopping seasons.

    If you have any questions or are interested in learning more about Brandwatch or social data, leave a comment!

    With Facebook and Twitter’s new "buy" buttons integrated into user newsfeeds and optimized for mobile, brands have a direct avenue to drive sales through social media. MarketWatch commented that “a strong mobile strategy will be the determining factor between this year's retail winners and losers."

    With consumers now using smartphones to price-check items both online and in-store before they commit to purchase, retailers have  responded to this growing trend by integrating mobile into their marketing strategies. An article in Forbes noted “nearly 50% of consumers believe their personal mobile devices are more efficient than store associates in helping them make buying decisions.”

    According to Google’s 2014 Holiday Shopper Intentions research report, “more than half of consumers surveyed said they’ll start their research before Thanksgiving, with 26% of shoppers starting before Halloween.” Wall Street Journal commented on Wal-Mart's decision to spread  ‘Black Friday’ Over Five Days, as “consumers accustomed to online convenience lose interest in lining up at night.”

    Notably, Target has attempted to address the issue with their introduction of a new mobile app designed to link products with store maps, where the “user builds a shopping list or uses a search bar to find products, then the aisle where a product is located is revealed.” According to AdWeek, the app represents Target’s attempt to ‘blur the line between online and physical stores’.

     With the increased focus on mobile, this also gives retailers the opportunity to integrate social media ads optimised for mobile e-commerce. According to research from advertising technology company Spongecell, “75% of U.S. social media users who would interact with ads were most likely to do so with mobile ads on Facebook, compared with just 8 percent for Twitter and 6 percent for Pinterest” (via allfacebook.com). The research found only 10% of consumers find mobile ads personalized this holiday season.

    With Facebook and Twitter’s new ‘buy’ buttons integrated into user newsfeeds and optimized for mobile, brands have a direct avenue to drive sales through social media. MarketWatch commented that “a strong mobile strategy will be the determining factor between this year's retail winners and losers." Retailers need to focus on a more comprehensive mobile strategy that goes beyond simply providing basic integrated checkout processes. This will require retailers to “meet their customers at all shopping channels, especially mobile, if they want to be competitive this season."

    I think we can all agree that the internet is a non-stop avalanche of new ideas and informational products. So how can you to be expected to know what is crap and what is gold? There is no shortage of self proclaimed guru’s out there marketing all of the “secrets” of Facebook, and Linkedin, and Youtube and on and on.

    We just discussed 3 easy strategies that will increase your online presence; let’s identify a few things to avoid that can save you time and money on you internet marketing.

    I think we can all agree that the internet is a non-stop avalanche of new ideas and informational products. So how can you to be expected to know what is crap and what is gold? There is no shortage of self proclaimed guru’s out there marketing all of the “secrets” of Facebook, and Linkedin, and Youtube and on and on.

    Here are 7 reasons why your efforts may be falling short and some ideas to improve your results.

    1) Your website is an online brochure.

    This is a very common error in the market place because the capability of a website has evolved dramatically. We have gone to, I need a website so when someone search for me something comes up; to my website is a lead generation system, company validation platform, sales processor, dynamic face of the company.

    Get your site on a CMS like WordPress, or Joomla (Just 2 of many examples, I prefer WordPress myself)

    2) There is no “Call to Action”

    I have heard people say, “My site has a Contact Us page, if they want our information they know where to find us.This is horrible!

    We as a society have become lazy and impatient. When we get to a website we want benefit, instantly. By not capitalizing on why people come to your site and addressing their needs immediately you are losing people faster than it took them to find you

    3) No communication

    When people interact with you on your site or social media it is your duty to respond. Most of your efforts are probably being made to try to get people to interact with you and when they finally do you don’t even communicate back! Now, I am not referring to having an auto responder send them an email, I am talking about you actually taking a moment and show you give a damn about what they took their time to say.

    Making a phone call based on someone’s communication online is almost unheard of. I have asked this in seminars “Who has ever gotten a call from someone online based on your subscribing or purchasing something?” The response is maybe 3-5% of the room, and of those people all of them can tell you exactly who it was that made the call.

    Pick up a phone based on an online communication and skyrocket participation and exposure.

    4) Shiny object syndrome

    Marketing online is great, but when you are doing something new every week, are on every new webinar, and are looking for the magic bullet to explosive viral growth you are wasting an immense amount of time.

    Which leads into the next ROI killer.

    5) Lack of strategy

    Creating a profile on all the social networks, and setting up a website is not a strategy. Making random posts about what you do or about your company of your Facebook page is not a strategy. Telling people about your business in everyone of your post responses is not a strategy. Posting a pitch of your company on other people sites or fan pages is NOT a strategy.

    You may laugh, and say “Joe, duh! Why would I do that stuff?” Well the fact is it happens all the time, and for some reason people think it works.

    A strategy is exactly that, a strategy. It is a formulated plan of attack. It defines objectives, goals, timelines, milestones, checklists, and a success tracking plan.

    6) Tracking

    Strategy is great and necessary, but when you don’t ever take the time to look at what is and isn’t working the wheels never stop spinning and they may be taking you down a path of failure faster than you can imagine.

    Identify how many people come to your site (daily, weekly, monthly), where are they coming from, how long are they there, what are they clicking on, what percentage of people are subscribing and/or buying, how many are opening your emails, are they clicking on links, what is your sites rank and bounce rate?

    All of these things can pretty much be achieved with Google analytics and a CRM like iContact, Constant Contact, or Aweber.

    7) Thinking you can do it on your own

    There is nobody out there creating massive success online completely by themselves. Just like in any business everyone has a few things they like to do and a few things they are really good at. It is important to know what your strengths and weaknesses are and leverage them.

    Outsource, collaborate, barter, do whatever you have to do get away from the stuff you know other people are much better at than you are. You may be great at implementing a strategy, but have no idea how to create something that is going to generate revenue or vice versa.

    I love creating strategy, but hate doing the leg work. There are pieces I like, and I can do everything (for the most part) that I need to get done with some exceptions, but I began to pay others to do the bits and pieces I don’t want to be bothered with and life is much easier.

    Don’t be another “I tried internet marketing and it didn’t work ,” B.S. story. You can do it, it does require learning new stuff, and the only one who can make that decision is you.

    Thanks for stopping by, and please let the audience know if there is some tool you used that you did or didn’t like or even a strategy.

    Have a great day!

    Photo Credit: Internet Marketing/shutterstock

    Technology can cut either way. It can be a differentiating factor that helps your business be more successful or it can be something that contributes to your company's downfall -- particularly, if competitors are first-to-market and apply it for a significant competitive edge.

    Technology can cut either way. It can be a differentiating factor that helps your business be more successful or it can be something that contributes to your company's downfall -- particularly, if competitors are first-to-market and apply it for a significant competitive edge.

    Technology adoption and usage can help to increase efficiency, reduce wastage, advance productivity, improve product development, enhance customer service and accelerate time-to-market.

    Technology is at the heart of many business success stories. Besides, the role of the Chief Information Officer (CIO) can become one of the key positions within a company, but it is also now one of the most challenging -- due to the raised expectations.

    ABI Research has compiled an analysis that collects input from the whole ABI analyst community and presents a broad perspective of which technologies should be on a CIO's planning agenda.

    The top technologies were broken down in to the following lists:

    Top Five Technologies Overall:

    • Device-to-Device Communications (D2D)
    • Machine Learning
    • Cellular RAN Virtualization
    • Bluetooth Low Energy/Bluetooth Smart
    • LTE-Advanced

    Most Potential Impact:

    • Device-to-Device Communications (D2D)
    • WiGig
    • Energy Storage for Portable Devices
    • Graphene
    • Machine Learning

    Time to Disruption:

    • Cellular RAN Virtualization
    • ISW and Unified SON
    • Bluetooth Low Energy/Bluetooth Smart
    • In-vehicle Smartphone Standards
    • Machine Learning

    Highest Probability:

    • Cellular RAN Virtualization
    • Bluetooth Low Energy/Bluetooth Smart
    • Machine Learning
    • LTE-Advanced
    • Device-to-Device Communications (D2D)

    "The digitization of our world and the democratization of the Internet means that innovation will increasingly be digital and will come from unexpected quarters. The ability to have a huge net to capture this innovation is not only key to surviving the tsunami of evolution but it is also paramount for companies to be armed with enough knowledge to understand which innovations will matter," said Stuart Carlaw, chief research officer at ABI Research.

    Photo Credit: Tech Disruption/shutterstock