Thursday, June 21, 2018

Social Media As An Add-On??

You can't treat social media as an add-on or afterthought..

Here are three ways to help -- not hurt -- your brand on social media.

Social media has become increasingly influential as a method to reach consumers, but the ad world hasn't prioritized it accordingly.

Today, seven out of 10 Americans use social media. Despite the opportunity (and in spite of the lip-service paid to social), more marketers are skimping on their approach. Reposting 30-second TV spots to YouTube and uploading billboard or print ads to Instagram are commonplace, and a detriment to your brand.

Below are a few tips to keep in mind as you craft your digital marketing campaign so that you don't fall into the same trap.

1. "Social Extensions" Aren't The Answer

We all know the truism from advertising: good, fast or cheap -- pick two.

More often than not, the expectation for social is to deliver on all three. This cognitive dissonance leaves social caught in marketing purgatory -- the known priority that's never actually prioritized.

Furthermore, our language reflects what we deem important. When agencies and brands discuss "social extensions," it implies that social is an add-on to a campaign rather than a central component that underpins the whole thing.

The language of "social extensions" re-contextualizes the social media marketing workflow as a reflexive, uncreative process. This term is commonly used for presenting social as a budget-friendly way to build out an integrated campaign. The reasoning goes something like: "Why create something new and purpose-built when we haven't fully tapped the resources already at our disposal?"

This answer is simple: You do it because "new" and "purpose-built" are the only things that win eyeballs these days.

It's easy to "repurpose" existing marketing materials for social and pretend that your TV spot is actually serving dual purposes when in reality it is serving one master: TV.

2. Think Like A Consumer

Behaviorally, social is "opt in." Consumers are blocking ads, and every piece of content is competing with the entire internet.

Think about it: Porn is a click away. YouTube has 1 billion hours of video watched per day. There's so much competition that you need to stand out and answer the question, "Why would someone choose to watch this?" If you don't have the answer, you're irrelevant and/or burning cash.

When focusing on organic content you need to be a provocateur and generate an emotional response from people to stand out and be noticed.

According to Jonah Berger, author of Contagious, emotions play a critical role in how much earned media content will generate. His study "What Makes Online Content Viral?" showed that, "Content that evokes high-arousal positive (awe) or negative (anger or anxiety) emotions is more viral. Content that evokes low-arousal, or deactivating, emotions (e.g., sadness) is less viral."

The TL;DR version being -- if your content doesn't make someone laugh, cry, yell or jump out of their seat -- odds are it is not going to be shared much. Evoking an emotional response in a physical way was the greatest indicator of how "viral" content was going to be.

Wendy's, for example, has won new attention for savagely roasting and mocking its Twitter followers -- a real and valid audience that has nothing to do with fast food. YouTube stars are more famous among millennials than conventional celebrities. Marketing influence is shifting toward the technological.

3. Make Bespoke Content

You must ideate and produce content with social in mind.

n the same way that everyone looks their best in custom suits or dresses, the most memorable brand messages are built from scratch and tailored to the brand and platform specifications -- they are distinctly one-of-a-kind.

With social, we're dealing with a multitude of nuances. There isn't one print magazine size that can fit everywhere; there is no 30-second spot that works on every platform. There is no one-size-fits-all social ad unit (at least not one that is effective).

Each platform has its own ad specs and dimensions.

For example: You can run six-second, 15-second or 30-second videos, and you need to plan for those to work with sound on and (most likely) off.

You can create vertical video for stories on Instagram, Snapchat and Facebook, and then you have to have horizontal content for YouTube. The creative options are endless.

Guest Authored By Brendan Gahan. Brendan is founder of Epic Signal, a social first agency. Epic Signal works with Fortune 500 brands on their influencer and community building campaigns and was recently named Digiday's Digital Video Agency of the Year. Gahan is on the advisory board for Vidcon. Follow Brendan on Twitter.

Related Article:

"The point of all this is that we operate in a noisy media landscape, so brands have to create content uniquely tuned to thrive on the internet to make an impact.

This means making something original and memorable enough to harness a worldwide, internet-connected community and tailor that content for specific platforms.

This is the path to success in social media..

Let's see your print ad get enough retweets to do that.. -BrendanGahan

    • Post Crafted By:
      Fred Hansen Pied Piper of Social Media Marketing at & CEO of Millennium 7 Publishing Co. in Loveland, Colorado. I work deep in the trenches of social media strategy, community management and trends.  My interests include; online business educator, social media marketing, new marketing technology, skiing, hunting, fishing and The Rolling Stones..-Not necessarily in that order ;)
    Follow Me Yonder..                     Instagram

    Tuesday, June 19, 2018

    Global Media Trends YOU Should Know?

    Five global social media trends to know..

    You’d be forgiven for thinking that it’s been a tough year for social media companies.

    Yet it appears that our love of social networking continues unabated.

    Around the world social media usage continues to grow and evolve. New research from GlobalWebIndex suggests one in every three minutes spent online is spent on social media.

    Data from comScore found that use of social networks and messaging apps account for more than one quarter of our time on mobile devices.

    Here are five key findings from a number of recent reports, which help us to better understand today’s social media landscape:

    1. Social media users worldwide grew by 13 percent last year.

    According to data from We Are Social and Hootsuite, more than 4 billion people across the globe now access the internet, with social media being used on a monthly basis by almost 3.2 billion of them.

    As Nathan McDonald, co-founder and group CEO at We Are Social, noted when launching their 2018 Global Digital reports:

    “Almost 1 million people started using social media for the first time every day over the past year — that’s equivalent to more than 11 new users every second.The global number of people using social media has grown by 13 percent in the past 12 months, with Central and Southern Asia recording the fastest gains (up 90 percent and 33 percent respectively). ”The global penetration of social media stands at 42 percent, compared to 53 percent for the internet as a whole, which suggests there is still room for growth.

    2. Our social and digital media experience is increasingly mobile.

    With nine out of every 10 social media users accessing these networks via mobile devices, designing content for handheld devices is essential.

    As Ofcom, the U.K.’s communications regulator, showed late last year in their twelfth International Communications Market Report, even in more mature markets such as the U.K., U.S., France and Spain, many of the most popular social networks — including Facebook, Instagram and Twitter — tend to be accessed via mobile, rather than desktop.

    Elsewhere, comScore’s 2017 Global Mobile Report, which examined 14 markets (U.S., Canada, U.K., France, Germany, Italy, Spain, Argentina, Brazil, Mexico, China, India, Indonesia and Malaysia) emphasized the predominance of mobile for media consumption.

    Moreover, more than one quarter of those surveyed were found to be mobile-only media consumers, rising to 70 percent in India.

    3. The average user has eight different social media accounts.

    Just as news organizations and publishers need to cater for social media users on mobile devices, they also need to recognize — and cater to — the fact that consumers access a wide variety of social networks.

    On average, GlobalWebIndex found that internet users have eight different social media accounts, almost double the number of accounts as five years ago

    Breadth of use was highest in Latin America (averaging of 9.1 networks) and lowest in North America (average 6.6).

    4. Messaging Services are growing faster than traditional networks.

    Mary Meeker’s new 2018 Internet Trends report highlighted how messaging apps like WhatsApp, WeChat and Facebook Messenger are growing fast, much faster than traditional social platforms like Instagram and Twitter.

    The potential of these platforms — and the wide-ranging functionality found on services like Line, WeChat and KakaoTalk — was identified as a trend to watch by Meeker back in 2015 and again a year later.

    If you want to see where services like Facebook Messenger or Snapchat are heading, then these are apps to watch.

    “These platforms — with integrated functionality including eCommerce, calls, texts, stickers and the ability to order both food and taxis — offer a handy one-stop shop for their users,” I wrote back in 2016. “This Sauron-esque UX (“one app to rule them all”) is part of a wider trend that is re-imaging communication.”

    The growth of messaging apps, especially in emerging markets, has encouraged news organizations like CNN and the BBC to embrace these platforms. CNN has 4.7 million followers on Japanese messaging app Line, for example, and the BBC was using WhatsApp and WeChat in India as early as 2014.

    5. Stories are growing even faster.

    To this mix of fast-growing platforms, we must add social video, live video and stories.

    As TechCrunch’s Josh Constine recently wrote:

    “WhatsApp’s Stories now have over 450 million daily users. Instagram’s have over 300 million. Facebook Messenger’s had 70 million in September. And Snapchat as a whole just reached 191 million, about 150 million of which use Stories, according to Block Party. With 970 million accounts, it’s the format of the future. Block Party calculates that Stories grew 15 times faster than feeds from the second quarter of  2016 to the third quarter of 2017.

    As Block Party, a digital consultancy and full service agency, noted in their report, “Beyond the News Feed: Why Stories Are Becoming the New Face of Social Media,” stories are a format designed for the embedded-camera smartphone era, whereas the origins of the traditional social media feed stem from the desktop era. As the way we consume — and post — to social media becomes increasingly mobile-driven,  mobile-first storytelling formats will come increasingly to the fore.

    Their bullishness for the stories format is shared by others, including Mark Zuckerberg.

    “Stories are on track to overtake posts in feeds as the most common way that people share across all social apps,” he said in a quarterly earnings call in January. “That's because stories is a better format for sharing multiple quick video clips throughout your day. The growth of stories will have an impact on how we build products and think about our business.”

    The rapid growth of stories — a social media trend being rapidly embraced by brands, news organizations and individuals — is just one example of how social networking continues to rapidly evolve.

    Keeping up with these developments is always a challenge, but one that opens new creative and editorial possibilities.

    News organizations and journalists alike need to continue to keep abreast of consumer preferences and experiment with social media.

    Guest Authored By Damian Radcliffe. Damian is the Carolyn S. Chambers Professor in Journalism at the University of Oregon, a Fellow at the Tow Center for Digital Journalism at Columbia University and an Honorary Research Fellow at Cardiff University. Follow Damian on Twitter.

    "Like social networks in general..

    These trends are just too big to ignore..Sad!" -DamianRadcliffe

      • Post Crafted By:
        Fred Hansen Pied Piper of Social Media Marketing at & CEO of Millennium 7 Publishing Co. in Loveland, Colorado. I work deep in the trenches of social media strategy, community management and trends.  My interests include; online business educator, social media marketing, new marketing technology, skiing, hunting, fishing and The Rolling Stones..-Not necessarily in that order ;)
      Follow Me Yonder..                     Instagram

      Wednesday, June 13, 2018

      YOUR Social Media Post Timing?

      How to nail timing on social media..

      “When is the best time to post?” This is one of the most commonly asked questions a social media pro receives about social media.

      That being said, there are best practices that will help you grow your network of followers and increase engagement. I’ve listed them below.

      Think About Behaviors

      Do you quickly scroll through Instagram when you wake up and again in the evening? Do you notice your friends and family use Sunday evening to catch up with each other’s weekend on social media?

      Posting at the times you observe people tuned into technology as a part of their daily schedule may increase engagement with your content.

      Trial and Error

      Because every audience is different, high-traffic periods vary depending on your particular audience & those who follow you.

      Experiment with posting at different times and then track changes in engagement.

      If you’re not sure where to begin, spend time monitoring your Instagram, Facebook or Twitter feed closely to discover when the people and brands you follow post. Use those times to begin testing your own schedule.


      A sound social media strategy will focus on post quality over post quantity. Once you develop your content timing, you can begin focusing on creating more quality content.

      Try planning your posts for the week in advance when you have some time. We recommend aiming for three posts per week to start.


      Twitter is all about timely content. Live-tweeting is a great way to engage with Twitter users and show your participation in major moments.

      At a panel, event, or open house, share your insights and photos in real-time. See if your event has a promoted hashtag or account that you can use in your tweets. Joining a conversation is a great way to gain followers.

      Act With Awareness

      A strong social media presence doesn’t happen by accident. It comes with close attention to detail about both the platform and your audience.

      Below are three best practices to follow when posting:

      --One At A Time: It may be tempting to use those spare 10 minutes to upload all four of the pictures you want to share this week, but your followers will probably not appreciate the sudden influx of content from one person. We strongly recommend sharing one post at a time, with no more than two posts each day.
      --Time Zones: It’s likely that most of the news and content you post will be relevant for a local following. When traveling or sharing content about more diverse topics, you should keep time zone differences in mind. You want to be sure your posts reach the most relevant audience.

      --Public Availability: Social media platforms are inherently public, making them great brand- and business-promotion tools. However, they also require discretion. If you have a client meeting or have told a colleague you are unavailable, your digital activity may not be appropriate. As a general rule, if you wouldn’t take a call or email during that time, you also shouldn’t post on social media!

      Guest Authored By Jessica Sherlag. Jessica is a Performance Marketing expert at Compass, the real estate technology company, where she manages paid social media and platforms. Jessica previously worked as Social Media Manager at HIP GENIUS and in user testing at Twitter. She received her Master's from New York University and a BA from Drew University. Jessica is a native New Yorker who enjoys art, good food, and music. Follow Jessica on Twitter.

      "Posting at the times you observe people tuned into technology as a part of their daily schedule may increase engagement with your content.."-JessicaScherlag

        • Post Crafted By:
          Fred Hansen Pied Piper of Social Media Marketing at & CEO of Millennium 7 Publishing Co. in Loveland, Colorado. I work deep in the trenches of social media strategy, community management and trends.  My interests include; online business educator, social media marketing, new marketing technology, skiing, hunting, fishing and The Rolling Stones..-Not necessarily in that order ;)
        Follow Me Yonder..                     Instagram