« Posts tagged social media

8 things to do now in social media – part 4 (final part)

Image: “Dark Cloud” by Naletu used under CC

Whether you’re figuring out what 2018 looks like or you’re still focused on social strategy for the rest of 2017, here’s the final instalment of my 8 tips for things you can do right now to improve your social media:

7) Put your money where your mouth is

There really is no such thing as a free lunch. Organic reach is almost zero on social without paid support. You need to be promoting your content through social ads or next to no-one will see it. Make your spend work harder with precision targeting based on your audience demographic and behavioural intent. Start small and then invest behind content that flies, in real time.

8) Put less in, get more back

Stop being on every channel and replicating content across them. Find out where your primary audience is and then focus your efforts. For example, there’s always overlap but Facebook increasingly skews older (Gen X) and Instagram younger (Millennial). Then customise your content accordingly. Post quality content 2-3 times a week to avoid diluting your channels and penalising yourself. you’ll improve results by doing less, better.

Missed the rest of the series? Check out part 1, part 2 and part 3 !

Whatever stage you’re at with your social media marketing, get in touch to find out how I/we can help!

8 things to do now in social media – part 2

Whether you’re planning for 2018 or still grappling with your social media marketing for the rest of Q4, there are a few simple things you can do right now to maximise your brand’s social engagement.

Here are my next set of tips in the second part of my series:

2) You’re simply the best
Whether you sell flowerpots or Ferraris, people need to know you’re the best in your business – and you need to get yourself referred to online as “the best”. Why? Because mobile searches for “best” have risen 80% in the past two years, according to Google. Encourage and incentivise a (genuine) social reviews programme so that happy customers shout your praises from the rooftops.

3) See life through a lens
Your stories are more amazing if you tell them with pictures (and video). The most shared social content tends to have a distinctive visual style and embraces native internet formats. That means using Instagram-style imagery or formats including GIFs. Photos should be social by design, not taken from brochure stock. Images can apparently drive 10x higher message retention than pure text posts.

4) Creators are creatives
Your influencer marketing will work harder if you let the influencers come up with the ideas. We know it can be hard but trust these people, they know their audience inside out and are experts at creating for the platforms they inhabit. Be co-creators with your influencers and let them do what they’re good at.

In the next post: Are you putting enough value on ideas and is now the time to go live?

Whatever stage you’re at with your social media marketing, get in touch to find out how I/we can help!

8 things to do now to maximise your brand’s social engagement

With many brands and organisations starting to plan in earnest for 2018, it’s a good time to take stock of your social strategy.

The pace of change is fast and social networks have evolved considerably, introducing new features even since the summer. Are you fully up to date and confident you’re taking advantage of the latest innovations?

I’m having lots of conversations at the moment with businesses about this topic so I thought I’d share 8 top tips, in a series of posts, to transform your brand’s social engagement.

1) Listen up

We have ears! YouTube says brands enjoy a 43% lift in awareness and consideration when viewers are watching videos with the sound up. Give people a reason to turn up the volume. Mentioning your brand by name in the soundtrack will also have more impact than in the post wording or description alone.

In the next post: Are you realising your search potential? And how can social help you drive higher message retention?

Get in touch to find out how I/we can help!

Is Snapchat the Future of Social Media?

[I ran our Good Relations Digital Academy last week with Will Scougal, Head of Creative Strategy at Snapchat.]

Snapchat is the fastest growing app among millennials, with over 200 million users sharing 800 million videos and photo a day. It’s a huge audience who are highly engaged with the platform—but are you?

Relatively few marketers have integrated Snapchat into their communications programmes or truly understand its significance and potential. Until relatively recently, this was how Snapchat liked it.

Their Head of Creative Strategy Will Scougal explained at our Good Relations Digital Academy event this morning that advertising is now warmly welcomed – as long as it’s in keeping with the platform’s way of doing things.

So what are these terms? And how can marketers navigate them effectively? Our top three takeouts from Will are:

1. It’s all about ‘playtime’

One of the things that makes Snapchat special is that it allows users to pop a filter on top of the ‘snaps’ (pictures or images) they send to friends. Raise an eyebrow or open your mouth and the filter will animate along with you – it’s a whole lot of fun and hugely engaging. Will explained how brands have developed filters, plugging into topical events like the Super Bowl or offering something special, like a sneak preview of an unreleased song by megastar Drake. The beauty is the amount of time Snapchat users spend playing with the filter – literally playtime engaging with the brand.

2. Location, Location, Location

Brands can use geofences to make filters only available in specific locations. It’s a tactic used by McDonald’s and KFC very successfully at their restaurants – and a fantastic way of creating content that’s time/place specific. Great communications involves great targeting so this location based activity enables brands to tap into a customer’s behaviour at a given moment.

3. Time Machine

Snapchat’s original USP was centred on the self-destructing nature of the messages which disappear after a short period of time. There’s lots of opportunity to play with this time window, whether it’s promotions around time-sensitive events or placing a natural limit on special offers. The World Wildlife Fund’s created a series of selfies showing endangered species #LastSelfie to highlight the threat of extinction. Clever!

A point of view
Snapchat’s users are a generation of people who don’t consume traditional media in the way their parents did. They won’t come looking for you; you need to go to them. At Good Relations, we always recommend that brands and companies should be allocating budget for experiments to try out new platforms and new opportunities. Is your social media strategy fit for purpose? Do you have the content to drive a truly engaging social programme? Contact me to find out how we can help you.

Fail to prepare, prepare to #epicfail

You can’t always control events, but you can control how you plan, contain and respond to them. As social media becomes the new front line in crisis management, and as issues escalate faster than ever before, research I’ve carried out at Good Relations has revealed just how unprepared many companies are.

Our survey, conducted by Watermelon Research, covered 100 UK-based communications, marketing and social media professionals at organisations from SMEs to major multinationals. While more than two thirds of those polled recognised there was a gap in their social media planning, many admitted they had not done anything about it yet.

The top findings were:

• 69% were worried their social media activities could go wrong
• 41% said their existing crisis plans had no significant social media element
• 30% admitted they were not sure how they would use social media in a crisis situation

Good Relations has developed a social media crisis simulation tool that allows brands to prepare for issues and test their plans in a realistic roleplay scenario. For more information contact me (Robert Anderson, Digital, Social Media and Innovation Director, Good Relations) at randerson [at] goodrelations.co.uk