Tag Archives: social
Big changes are afoot at Facebook. Yesterday, we announced the rollout of Promoted Posts on Facebook that allow marketers to extend the reach of their page content. Today, two new changes that marketers have been requesting for what seems like forever are finally rolled out: the ability to schedule posts, and the ability to assign roles to page admins.
First, let’s take a look at the different admin roles and what permissions they’ll have.
Creating Facebook Page Admins
Here’s a matrix Facebook released in its Help Center that explains the 5 different roles a page admin can have, and what responsibilities those roles entail:
So a page manager is the ruler of the Facebook realm, and can do everything from create ads to moderate comments to promote and demote other page administrators. But not everyone should have that level of responsibility (or ability). You can limit some administrators to just content creation, some to just moderators, and some to simply analyzing your page Insights.
Why might you do this? Think of it this way — ever had that boss that wakes up in the middle of the night curious about how your Facebook page is performing, takes a look at your Facebook page Insights, freaks out at some numbers he doesn’t quite understand, and then starts posting updates every 15 minutes to “improve engagement?” That’s the guy you’ll demote to the ‘Insight Analyst’ role. Hey, that’s a pretty sexy name if you ask me!
Or perhaps you have a new social media intern who hasn’t quite mastered your social media strategy or brand voice, but you want to get her immersed in your social media presence so she can, you know, learn it. Maybe her role as a page administrator is ‘Moderator’ so she can do some social media monitoring, but doesn’t start messing with the page’s apps and status updates.
Sounds pretty handy, eh? To set these permissions on your own page, go to the top right corner of your screen and hit ‘Manage,’ then select ‘Settings‘ in the drop-down. That will take you to this screen:
Under ‘Admin Roles,’ simply select the page administrator whose permissions you’d like to change, and select the role for which they’re best suited. Voila! You’ve now edited the roles and permissions of your Facebook page administrators. And, bonus — there is no limit to the number of admins a page can have!
Scheduling Facebook Posts
And now, for the other half of this exciting news … the ability to schedule posts! Until now, you’ve probably made use of a third-party app (still a viable solution!) to schedule your Facebook posts in advance, or you’ve simply gotten used to logging in to your Facebook account every couple hours to post your next update. But now, you have options; take a look at how easy it is to schedule your posts right in Facebook:
To schedule your post, simply go to your page’s sharing tool like you usually do, and select the type of post you want to add to your page. Once you’ve crafted your update, click the little blue clock icon in the lower left corner of the sharing tool, and select the year, month, day, hour, and minute at which you’d like your post to appear in the future. Then click ‘Schedule‘!
You can schedule a post up to 6 months in advance in 15-minute intervals. If you choose a date in the past, however, the post will appear immediately on your page’s timeline. And no time zone calculations are needed, either — Facebook will automatically correspond to the time zone you’re in! Pretty easy, huh?
Facebook has made no mention of a timeline for when these two features will be rolled out to all pages, so just be on the lookout.
It’s the playful acronym for the marketing triple threat: Social, Local and Mobile.
The concept emerged in response to the world’s obsession with social media, the smartphone and tablet boom, and the increasing adoption of geo-location technology. Why use just one of these channels, when you can take advantage of all THREE at the same time?
SoLoMo is about getting local information on demand and staying connected to your social network, no matter where you are on the globe. Small-to-medium-sized businesses need to learn how to make the SoLo-Most out of their marketing efforts.
Location-based engagement (LBE) is defined by MomentFeed as “any action a consumer takes to engage with a place.” This type of engagement can include local search, checking in, leaving reviews, redeeming coupons and offers, tagging and more. Social engagements like check-ins are valuable because the business is being exposed to hundreds and thousands of people across the social sphere.
One of the core strengths of SoLoMo is its ability to drive loyalty by revolutionizing coupons and deals.
Location-based mobile platforms allow businesses to create location-specific offers, and can reward those customers who come in and check in. Many consumers are using applications such as Foursquare, Groupon and Pushpins to find relevant local deals.
At SMS Masterminds, we have developed a piece of technology that embodies the core functions of SoLoMo. Our Loyalty Rewards Kiosk perfectly integrates social, local and mobile to create a loyalty program like none other before.
The Loyalty Rewards Kiosk is a touch pad installed at the point of sale to allow consumers to opt in to an advertiser’s marketing program simply by entering their phone number into that pad. When consumers opt in, they are then signed up to receive text message offers directly to their mobile device. They will also earn rewards for coming back into the store and checking in on the Kiosk. Our system even integrates with Facebook, so consumers are sent a text message with a link to “Like” the business’ Facebook Page—right there from their phone.
There you have it—a perfect example of SoLoMo in action.
The combined marketing channels present a new way for consumers to engage with brands and products in real time. With social, brands have visibility. With mobile, brands have the reach. With local, brands have the immediacy needed to effectively communicate with consumers.
The combination of social, local, and mobile is an incredibly powerful mix. Do the SoLoMo-tion by tapping into consumers’ social habits, geographic location and the technology of smartphones to bolster your business’ marketing efforts.
Browse through all the relevant infographics we’ve come across that deal with mobile marketing, digital marketing, mobile technology and social media.
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The early stages of mobility in the workplace were fairly simple: A couple top executives had private cellphones with numbers that only the most important people could reach. The wall between the C-suite and the rest of enterprises began to erode with the rise of the BlackBerry, as mobile email became pervasive through the entire corporate structure. But we’re still waiting for the next step.
What is that next step? Look no further than what technologists refer to as SoMoClo (social, mobile, cloud, or the dreadful “mocial”). While enterprises may have been the first to push and adopt the cloud, consumers have done likewise with the rise of social computing. And everybody is mobile.
The infographic below shows “three generations” of mobile phones in the workplace and ponders what could come next.
The first generation is fairly simple. BlackBerries in the workplace dominated from about 1999 (from the CEO’s office) until 2007 (when the original iPhone was released).
In 2012, BlackBerries are no longer the de facto phone you find in office settings, and not many people still carry two cellphones in their bags, one for work, one for personal use. The norm now is one phone – and it can do just about everything.
That includes getting in touch with everybody you might know at any time. On a cellphone these days, work contacts mingle with private contacts. You might have Mork (your favorite sales rep) listed on your contacts list next to Mindy (your stepmother). Twitter lets people broadcast thoughts and connect with people everywhere. Facebook, often the bane of the enterprise, is one of the biggest ways to connect with friends, family and co-workers (and share embarrassing photos of them).
The consumer world of social mobility has bled into the enterprise world of social mobility, and many companies do not like that. Sometimes messages are innocent like, “Bill, you will be at the meeting tomorrow at 9 a.m., right?” Other times they can be damaging to the company; “Bill here is the confidential slideshow for the meeting at 9 a.m.”
The sender may not have meant to share private company data for the world to see, but we all know instances where that happens. The infographic indicates that 1% of workers have posted some type of confidential business material. That may not seem like a lot, but imagine if a prescription medication gave 1% of everyone who took it a stroke. The Food and Drug Administration would pull it off the shelves in a heartbeat, and the lawyers would have a field day.
The infographic – from Salesforce Rypple – predicts a third generation to follow today’s consumer-centric mobile workplace, and is a good way to start a dialogue about how social mobility will progress in the enterprise.
But it concentrates on services like Rypple, Chatter and Jive, (the former two owned by Salesforce with Jive one of the company’s partner services) which makes it a bit self-serving. There are plenty of other enterprise social clients – including Yammer (which just acquired oneDrum to compete with Jive), Jabber and a host of unified communications clients from Cisco, Telligent, SocialText, NewsGator as well as entrants from Microsoft, SAP and IBM. These are the shapes that SoMoClo has taken in the enterprise.
The question: are these enterprise clients really the future of mobile social in the workplace? Or are today’s consumer services now too popular and too pervasive to be supplanted? As we have seen with the Bring Your Own Device revolution, workers do not like having tools they do not like shoved down their throats. To succeed, enterprise clients will have to be as powerful and comfortable as the best consumer services.
Check out the infographic and let us know what you think about the future of enterprise social communication in the comments.
Facebook deployed its changes to Pages at the end of March, transitioning all Fan/Business Pages to a timeline format.
Aside from dealing with the frustration of having to adapt—yet again—to Facebook’s changes, many business owners are wondering how the new timeline will benefit the online presence of their business.
Here’s the lowdown on some of the new features:
Timeline Cover Photo
- The new banner-like cover photo for the Facebook Timeline is big—big enough to make the business’ Page stand out.
- Facebook mandates that cover photos do not include price or purchase information, contact information, references to the “Like” or “Share” button or call to actions.
- Brands can add up to 21 apps to their Timeline and are able to choose four to showcase on the Page.
- Businesses are able to customize the name and photo that appears for each application (except the built-in apps like Photos, Likes, etc).
- Only four apps show up at once, so users visiting Pages must click an arrow to show the rest of the applications on the Page.
- Designating an app as a landing Page is no longer available—the timeline will automatically be the default when users visit the Page.
- Brands can highlight important posts by pinning a post to the top of their timeline.
- Only one post can be pinned at a time.
- Pinned posts only last for seven days and then return to their normal spot on the timeline.
- Brands can also highlight content in the timeline, allowing you to stretch an image or post across the entire timeline, making it more visually appealing.
So, there you have it. The new timeline format seems like it will be a beneficial change for Brands on Facebook. Sure, there are some features that will take getting used to. But love it or hate it, the timeline is here to stay. That is, until Zuckerberg rolls out the next round of changes.
Several television Super Bowl ads wisely incorporated mobile apps, QR codes and links to Facebook and Twitter to try and reach consumers from all angles.
Nowadays, while people are watching a basketball game on TV, they might be simultaneously tweeting about the score, texting their friends and playing games on their iPads.
A report from Yahoo and Razorfish revealed that while watching TV, 66% of US mobile device owners multitasked on their laptop or desktop PC on a daily basis, and 49% used the web daily on their mobile phone while watching TV.
With so much multitasking going on in the consumer world right now, there’s no guarantee you’ll reach your target audience with just one medium.
This means brands need to reevaluate their multichannel marketing programs.
A report from Nielson found that businesses engaging in multichannel marketing campaigns are most likely to see increased brand visibility.
The report found that half of U.S. consumers exposed to a particular TV ad recalled viewing the advertisement, but upon being exposed to the ad across multiple screens (TV, computer, mobile phone and tablet), that percentage jumped to 74%.
With the plethora of digital devices and channels, marketers should learn to successfully combine them in order to achieve maximum reach.
Mobile devices are especially important to incorporate in the marketing mix as their global proliferation continues to rise. It’s the one device people have attached to them at all times—of course we need to consider using it to target consumers.
Multichannel marketing requires combining the right channels to reach and engage consumers, so marketers need to find out which channels are worth integrating, and create one big digital marketing plan that encompasses all of them.
This year, marketers got it right—well, at least some.
Each year on Super Bowl Sunday, marketers have access to the eyes and ears of about 100 million people who are watching the game and anxiously waiting for the next jaw-dropping commercial. But for $3.5 million, they better make that 30-second time slot count.
InMobi released its Super Bowl XLVI Mobile Consumption Survey, which reinforced why marketers should have included some mobile component into their marketing mix.
- Nearly 40% of respondents used mobile devices in response to TV ads.
- 45% estimated that they spent 30 minutes or more on their mobile devices during the game.
- Twice as many respondents used their mobile devices during the first half of the game than the second half.
In addition, Altimeter noted several trends regarding how brands integrated mobile and social in this year’s Super Bowl advertisements:
- 11% of Super Bowl ads included emerging media technology (Shazam, Text Messages, Mobile Apps, QR Codes)
- 16% included social media calls-to-actions (Facebook, Twitter, Hashtags)
- 32% did not include ANY online references.
So which brands got the bang for their buck?
Several brands created successful interactive apps to accompany their commercials, including Best Buy, Toyota, Pepsi and Bud Light. The brands partnered with Shazam, an audio tagging application, and were able to link the Super Bowl ads with songs, giveaways and other content.
In addition, Chevrolet’s Chevy Game Time app gave users the opportunity to win prizes by answering trivia questions and polls.
Aside from mobile, many brands included social calls-to-action in their Super Bowl ads. In 2011, Nielsen found that Super Bowl ads that included social media tags that directed viewers to a link on Facebook, Twitter or YouTube were more 33 percent more memorable for viewers.
This year, hashtags were a common theme in many of the commercials. For example Audi’s anti-vampire ad included #solongvampires at the end, Bud Light Platinum included #makeitplatinum, and Hulu included #mushymush. The hashtags were used to get people tweeting about the brands, and it worked.
Links to Facebook were also included in the ads, of which many replaced traditional web links. Pepsi Max and General Electric among others included the URL of their Facebook Page at the end of their ad to drive consumers to the social networking site.
Also, GoDaddy experimented with a QR code at the end of one of their advertisements, which generated the best mobile website traffic ever for the company.
Each of these calls-to-actions was intended to drive consumers to a place where they can interact with the brand and create a dialogue. Some marketers really hit the mark this year and developed well-executed mobile marketing campaigns. Others, however, fell short.
Marketers and brands must understand the power of mobile and social in this day and age. We are a more technologically engaged, connected group of fans. People aren’t just rooting for their favorite teams while sitting on the couch eating chicken wings—they’re tweeting, conversing on other social networking sites and interacting with apps.
Super Bowl Sunday is the biggest television advertising event of the year. So marketers, don’t just throw a Hail Mary pass at developing a successful Super Bowl ad. Check the playbook, and create worthwhile ads by incorporating mobile and social—elements that are known to enhance the user experience.
A study by Wildfire Interactive found that social media tracking and measurement tools help companies determine benefits and value as well as promote client retention.
In a survey of more than 700 marketers worldwide, 88% of respondents told Wildfire Interactive, a social media marketing software company, that social media helps grow brand awareness. Social media also benefited marketers by allowing them to engage in dialogue (85%) and increase sales and partnerships (58%). An additional 41% of marketers said it helped reduce costs.
Charles Schwab is one company that sees the benefits of engaging in dialogue with customers via social media.
“It has opened up this whole public communications channel, where we can get great feedback,” said Lindsay Tiles, director of corporate public relations at Charles Schwab, in a December 2011 interview with eMarketer. “We’re trying to get people out of the mindset that social media is just for pushing your messages out. It is about communicating, but it’s also about listening.”
While marketers look at the overall benefits of social media, they are also drilling deeper to determine the value of Facebook fans in particular. Among respondents to Wildfire’s survey, 44% said Facebook fans are valuable because they help with new customer recruitment. Additionally, 18% said Facebook fans have higher conversion rates and another 18% noted that they make more frequent purchases.
While these softer metrics are proving valuable for marketers, there is still room to prove solid return on investment and other business results. Of those surveyed, 24% said they measure the ROI of social media by looking at increases in revenue. Additionally, 38% said they count increased “likes,” comments and interactions on Facebook.
Marketers know how social media can influence and add value to a company, but by bringing these specific metrics and benefits to the forefront, they will be better able to prove the importance of this channel going forward.
Something I’ve been noticing lately is a mistake that many business, news organizations and marketers make when publishing content: They don’t understand that messages need to be different depending on the medium that is being used.
I’ve seen newspapers that publish stories in print and then transfer the exact same version of the print content onto the Web version of the newspaper. This is a big mistake. People who get their news on the Web aren’t looking for the same experience that they would typically look for when reading the print newspaper. People who take the time to sit down and read a newspaper are interested in reading long, narrative-style articles, while people who get their news online want quick, concise content.
Jakob Nielson, who is considered a guru of Web usability, discovered that 79 percent of Web users scan a new page they came across, while only 16 percent read word-for-word.
Nielson suggests that content on the web employ scannable text by using the following:
- Highlighted keywords (hyperlinks, typeface or color variations)
- Meaningful sub-headings
- Bulleted lists
- One idea per paragraph
- The inverted pyramid style— starting with the most important information first
- Half the word count than traditional writing
Take advantage of the capabilities of the Web such as adding interactive slideshows, infographics, videos and links—things you can’t put in print.
The same goes for all other media including mobile and social—the messages need to be catered specifically for each medium.
On mobile, it’s a totally different experience people are looking for. When consumers download apps, they’re using them to get something different that they can’t necessarily get just by browsing a website online.
With QR codes, part of the reason they have been so poorly received is because they are not being implemented correctly. When people scan a QR code they don’t want to be directed to the organization’s website unless there’s something there that provides them with value—maybe a coupon, a sweepstakes, a quiz, or a new company announcement.
Failing to understand the importance of tailoring messaging is a huge mistake that occurs far too often, but those who get it right will surely see much better feedback and improved results.
Forrester Research recently published a study that forecasts interactive marketing spend over the next five years, showing differences by industry.
Interactive marketing budgets are forecast to grow at a compound annual growth rate (CAGR) of 17% over the next five years, but not all industries will invest at the same pace, according to a new report by Forrester Research.
Overall, marketers across all industries are expected to spend nearly $77 billion, or 26% of all ad dollars, on interactive marketing by 2016.
Companies in the financial services sector are expected to spend the most on interactive marketing, whereas automotive and consumer goods businesses will record the steepest growth over the five-year forecast period. B2B interactive marketing budgets are expected to remain relatively small and grow at lower rates through 2016.
Below, additional projections from the US Interactive Marketing Forecast by Industry, 2011 to 2016, issued by Forrester Research:
- B2B interactive marketing (search marketing, display advertising, mobile marketing, email marketing, and social media) spending is expected to grow at a 14.4% CAGR, to 5.7 billion in 2016. Despite the relatively low growth, B2B is projected to boost mobile marketing investments, from $129 million in 2011, to $639 million in 2016—a 38% CAGR over the next five years.
- Financial Services is forecast to spend the most on interactive marketing, growing at a 17.0% CAGR over the next five years, to $15.0 billion by 2016.
- Technology interactive marketing is expected to grow at a 13.0% CAGR over the next five years, to $4.2 billion in 2016.
- Big offline spenders—the automotive, healthcare, and consumer goods industries—are projected to grow their interactive spend the most. For example, automotive interactive marketing is expected to grow at a 24.5% CAGR over the next five years, to $6.2 billion in 2016.
- Consumer goods interactive spending is forecast to hit $5.3 billion in five years, pacing at a 23.9% CAGR.