Tag Archives: Social Media

143rd Open Championship - Round Four

Implementing Social Media like a Champion Golfer

This past month, Rory McIlroy won two golf tournaments, including The Open Championship at the Royal Liverpool Golf Club. After raising the Claret Jug in his victory, he was asked about the approach he took during the tournament. The two words he keep in his mind were “Spot” and “Process”. When trying to reach victory with your social media efforts, Rory’s approach can be words of wisdom.

Spot – There are some Social Media Professionals that claim you should be on as many social media platforms as possible. “If you have content to share, your company should be there!” But as in golf, it is more important to hit your target (market) than to spray your message all over the place. First step would be to assess your target market and determine which social media channels your target market are most likely to be active. This would be similar to a golfer assessing their yardage, the wind and determining which club will allow them to hit the right shot to the right spot. With the proper social media channels chosen, you can be efficient with your time and message. If you are unsure what social media channels your target market is active, look to established competitors and see which channels they have active communities.

Process – With your Spot determined, we need to implement your social media strategy. For small businesses looking to get started, my suggestion is to simplify your process. This would be your “Grip it n’ Rip it” approach. The keys to this process would be Content Curation, Distribution, Monitoring and Engagement.

Content Curation – Develop and Discover content that will be highly shareable to your audience. Remember to the live by the 80/20 rule and stay away from straight selling. No one on social media wants to see “Buy This! Buy That!” content. Try developing content that shows the company’s personality and expertise.

Distribution – Post this content to your primary social channels. If you have more than two primary channels, consider using a social media distribution platform like Hootsuite, SproutSocial or Buffer. These platforms also offer content suggestions based on your industry and interests.

Monitoring – As your content is distributed, continue to monitor for your communities reactions and whether there are interactions that need to be regulated or questions are asked directly of you. Sometimes these questions or concerns can lead to sales opportunities if responded to promptly. Included in the monitoring phase would be monitoring analytics to determine effectiveness of content and time of distribution.

Engagement – As you monitor your communities, look for signs of content engagement. Likes, comments, shares, retweets, +1s are all signs of content engagement. Comments can be a great way for your business to have conversations with your customers. Keeping an eye on shares can also direct you to conversation about your company or industry that may happen outside your company page.

This would be a simple social media Process that can help you hit your target. For more advanced approaches, I would recommend reviewing the blog article from Social Media Examiner, “26 Tips to Create a Strong Social Media Content Strategy

For questions on how to get started with this process reach out  to us through our Contact Page

Images courtesy of Rory McIlroy Facebook

What is New? Social Media Updates

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News Feed Algorithm Change – So the major change came in December, when Facebook decided to limit the amount of Page Fans that could see your content. Previous average was around 15% and now after a few months, certain studies have shown continuous decrease in organic reach down to 6%. What does this mean? You need to used paid adds to ensure your important content is reaching all of your audience.

Change to News Feed Change – After realizing this sharp decline and uproar from social media marketers, Facebook decided to add a “but if” feature. Basically the algorithm will stay the same, “but if” you post content with another page tagged, you will show in the feed of that Pages fans. This was added just a few weeks ago, so there has not been enough evidence to support how effective this is yet. In my own personal use of this strategy, I have seen better than normal organic reach numbers. Those numbers will vary depending on the size of the community for the FB Page you tagged.

Page Post Author Feature – This is a nifty little feature that will help organizations with multiple content contributors, know exactly who is posting what to their FB Pages. This can also help identify who the true social media marketers are in your organization.screenshot_postauthor

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Activity Feed is Removed from Profiles –  If you are not an active LinkedIn user, you may not have noticed this. But for me, this was an amazing feature. LinkedIn was responding to being the “Non-Social Social Network” with having smaller engagement numbers than Facebook and Twitter. Both of with have a history of content posted from a user listed on their profile. This was a feature that I used on a daily basis for networking and lead generation, but will rely on activity feeds on Company Pages instead. Being able to see content (without it being posted within the last hour) that a connection had posted, I can make a comment or InMail them with reference to something they recently had interest in. By eliminating this feature, users will have to resort back to the “what is new?” correspondence. If LinkedIn is smart, they will bring this feature back.

LinkedIn Intro Email Integration Discontinued – This was a email integration with Gmail that would pull in LinkedIn profiles to your email contacts if the email recipient you were emailing had that email address within their LinkedIn profile. This was rarely used and rarely talked about. Great idea in concept, but little user adoption and not worth reconsidering.

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Twitter Emphasizes Photos – After their re-design late last year (adding more focus to profile images/backgrounds), Twitter made a conscious effort to make photo sharing easier to view through their activity feed. It has proven effective as Buffer has documented a 150% increase in retweet of content with images vs those without images prior to the change.

Tailored Audiences for Advertisers – Trying to catch up to Facebook’s advertising platform, Twitter added a feature allowing advertisers to target twitter users that have recently visited their website. A create feature that has work wonders on Facebook, now available to real-time marketing on Twitter.

*Stay Tuned, as there have been releases of a new Twitter Profile design that looks awfully like Facebook… at this point they are still testing. (via mashable)

twitter redesign

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LinkedIn Advertising: What You Need to Know

by: Jason Schober

When it comes to developing a LinkedIn Marketing Strategy for your Business, there are a few things to consider. Your Content Strategy should be the first thing to out line. While strategic content marketing is no longer getting organic reach to your prospective audience due to changing algorithms, it is paramount to successful audience engagement. Content plays an even bigger role when developing a LinkedIn Ad. The Content you choose to promote will either attract the viewer to take action or be ignored. When content for LinkedIn Advertisements, get this determined first.

1. Should you run an Ad or a Sponsored Update Campaign?Ads2

Your campaign content will vary depending on your target audience and that content will be different from Ads to Sponsored Updates. A simple status update will target those that follow your Company Page, but if you feel that other LinkedIn users beyond your followers should know about this update, you can run a “Sponsored Update”.  This will show as a Native Advertisement through the users news feed, but with a small distinctive “Sponsored” title. Another option are Ads. They generally show as a traditional static Ad with limits on content. But, LinkedIn also introduced video ads, which run about twice the cost of a traditional ad seen below. This will allow you to embed a video where the image should be to attract the viewer with 30 to 60 seconds of content. If my targeting is correct, my goal is to have a slight uptick on my average organic engagement rate on a Sponsored Story campaign Click-through rate (CTR) . Ads will have an average CTR of .08% (click/impression).

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2. Who is your Target Audience?

LinkedIn will allow you to target your Ads or Sponsored Updates to a broad or finite audience. The first three filters LinkedIn will offer are Location, Companies (by name or category), Job Title (by title or category). In the Company>Category filter you can go one step further by Industry or Company Size. Another Filter is offered in Titles>Category in filtering by job function or seniority. Two standard audiences to consider for every business are prospective clients/customer and prospective employees.

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3. How is your content going to attract your audience?

The additional question to ask in this section would be what action do you want your audience to take? That action can dictate the type of content you develop for your Campaign. If you want them to engage in conversation with your brand, consider a sponsored update with an intriguing question or debatable  topic. This type of content might be easy to find by looking at your Company Page Analytics to see a high engagement rate of your previous posts. This type of campaign will help draw new followers to your company. If you are looking to drive them to your website, you could run an add describing your website redesign, recent blog post or new product launch. I personally have found more traffic generation from Sponsored Updates, as they are a more natural advertisement within my audience’s experience on LinkedIn. 

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4. What is your budget for this Ad?

A very simple decision determing how much you can afford, but there are different ways to approach it. Here is how I approach my campaigns.

  1. Run a Campaign for 1 week
  2. Choose a Daily and Total Budget
  3. Run a Cost-Per Click (CPC) campaign instead of Cost-per-Impressions
  4. Review results on the 3rd day and make adjustments to target audience as needed, to either gain more clicks or get clicks from a more specific user.

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This approach will get you the most “bang for your buck” and ensure you are reaching your goals for the campaign. Your first try at a campaign might not be a home run, so be patient. But If you find it was a successful campaign, you can choose to duplicate and run again, or run it indefinitely.

If you have any general questions about Ads on LinkedIn Ads, FAQs on LinkedIn are listed here.

If you would like help running LinkedIn advertisements for your company, Sprightly Insight is available for Coaching or for Social Media Management services.