Social Media Sells S%#t- True Story

10177973_10152328726051405_500588947954939462_nAs highlighted in a previous blog post, Pinterest is a strong driver of e-commerce. It is an incredible way to engage with interested users and show them both your products (with links back to your website) and things that inspire you. Our client Aquatalia, A Luxury Italian Made Footwear Brand is playing the game the right way on this platform. We created a lifestyle inspiration board for them that highlights the travels of an Aquatalia woman and helps us paint the right picture and set the mood for our target demographic.

We pin new images and re-pin other user’s content on a weekly basis to effectively community build.  It is a grind, but as the results here show, it is a worthy endeavor. Here a woman who was looking to travel to Paris was intrigued when she saw this pin. She now had a forum to reach out and decided to strike up a conversation with us, which is kind of the whole point, right?

Again, we provided a lifestyle shot that interested a potential Aquatalia customer who might not have even known about the brand beforehand.  The Eiffel Tower brought us together here it seems, and it was love at first sight. (Paris is good like that, isn’t it!) Anyway, the customer reached out and “spoke” to us on Pinterest.  We were listening and responded immediately, to help her with her needs.. She took our advice and followed our lead to a sale.  AND a $495 price point to boot (pun fully intended) What a Social Media WIN!Screen Shot 2014-04-29 at 12.13.59 PM

Steps to win big on Pinterest:

1. Create community building boards (i.e. travel spots that inspire your brand and/or your audience?)

2. Re-pin and comment frequently

3. Stay active, listen and look for one-to-one conversations

4. Give people what they want (you will see better results and they will be more engaged)

5. Use group boards (this will allow you to extend your brands reach and engage users on a larger scale)

 

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Twitter’s New Profiles: What You Need to Know

Screen Shot 2014-04-25 at 2.15.03 PMTwitter recently revealed a fresh re-design for web profiles.  In the new format, imagery is much more prominent (shocker). We got a taste of what’s new on Twitter’s test channels a couple months ago including the larger Google+ like header and bigger profile pictures, similar to Facebook. You might take a look at the new Twitter profile and say “hey, I’m on Facebook!” No, you’re not, but you are right that it does resemble The Social Network. There are several changes to how tweets appear on your page that you need to know about.

There are two new types of tweets you’ll see in your redesigned profile’s stream. The first is “best tweets,” which will make tweets that get a lot of engagement appear larger. The second is “pinned tweets,” which are important messages that you choose to keep up at that top. Previously, only verified accounts were able to feature tweets at the top of their timelines.

Another change is that timelines will have “@” mentions filtered out. These replies will now go under a tab labeled “Tweets and replies.” This update was also exclusive to verified accounts before the redesign.

There are other features to learn about and you can click here for more details on the changes.  The new profile look and feel is officially available to all users, get involved!

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Are You #WINNING by PINNING?

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Is your brand on Pinterest? If the visual discovery platform is not in your current or future marketing plan, you’re making a big mistake. Big. Pinterest is a great tool for e-commerce stores to use to increase site traffic and boost sales.Visual storytelling is a key element to any brand. “According to a new study by Piqora, A pin on Pinterest generates $0.78 in sales, on average on e-commerce sites, which is 25% more than what it drove in the fourth quarter of 2012. What’s more, a pin is repinned (a form of sharing) 10 times on average” ().

“Another interesting point made is that pins are “frozen in time,” in that they tend to be pinned and repinned often over time, rather than fading away like a typical Facebook or Twitter post. That’s because Pinterest is not focused on user feeds, but on category pages and popular sections.” (Business Insider)

According to Social Media Examiner, here are six ways brands are using Pinterest:

1. Bring Pinterest to You

2. Share Your Lifestyle, Not Your Products

3. Partner With Influential Guest Pinners

4. Show Your Fans You Appreciate Them

5. Humanize Your Brand

6. Inspire Your Audience

For more on these six ways to use Pinterest to promote your brand, click here.

Pinterest/E-Commerce Infographic (via Shopify):

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Source: Shopify.com

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Meet Sircle’s Newest Member: Marvin Centeno

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Name: Marvin Centeno

What enticed you to get into social media? As a marketing major in college, I was always intrigued with the most effective ways for brands to communicate with their audience. I didn’t always see myself in social media, but I did always see it’s incredible value in establishing relationships with consumers. I am a strong believer that a strong presence in Facebook and Twitter will be as pivotal to brand awareness than conventional advertising in TV and (especially) print.

Where were you born? Born in raised across the Hudson River, in Union City, New Jersey.

How old are you? 23 years young

 

If you were on a desert island, what 3 things could you not be without? I’m bringing entertainment! 1.) Netflix 2.) Itunes Podcast App 3.) Yankees live-streaming

What is one of your deep, dark secrets (that we can know, obviously!)? I can salsa. Is this dark? We’re going for it.

Who is your celebrity crush? Why? I am currently in a committed relationship with Jennifer Lawrence unbeknownst to the public… and Jennifer Lawrence. She’s really the first celebrity with spectacular, palpable talent, a genuine, down-to-earth personality, and within my age group.

Starbucks? Dunkin Donuts? Or the local coffee shop? Local coffee shop. Starbucks and Dunkin are overwhelming in the city! It’s a gem when you find a local.

 

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Want to Win? Prepare to Pay-to-Play

facebook-pay-to-playYou may be wondering why your recent Facebook posts are not earning as much engagement as they had in the past. Well, we have the answer for you. In 2014, Facebook has made it clear that in order to reach your consumers, fans and/or anyone else who has “liked” your page, you’ll have to pay some money to the mothership.

“Organic reach” of content from brands and small businesses has fallen to less than 2% of all fans. There has been a steady drop in how far posts from brand pages circulate without a paid strategy for months now, but for some it went sort of under the radar and unnoticed. Brands have seen their posts reach less and less fans each month and in some cases they are approaching a staggering 0%. Facebook says the diminished exposure is simply a reality of ever increasing content competition.

“In December, when Facebook acknowledged that brands would connect with less of an audience on unpaid posts, many reconsidered their strategies on the platform”, analyst Robert Peck of SunTrust Robinson Humphrey said.

So, what are brands to do?

1. Create new and intriguing content and then “push”: Ask insightful questions, share authentic pictures and videos, provide valuable insights and educations, and tell compelling stories. Then use Facebook’s Page Post Engagement to accelerate your reach. Not a lot of $ needed here, just a push in the right direction.

2. Experiment with Facebook ads: You can still generate better results with Facebook ads than with most other advertising and marketing platforms. Facebook has data on 1.2 billion people, and you can target them by interest, job title, age, Zip code, and marital status, to name just a few criteria. You know what’s cooler than reaching a billion people on Facebook? Reaching the right 1,000–or 100 or 10–to best expand your business.

3. Create and use custom audiences: Target specific audiences and message and advertise accordingly.  Like to post/talk about music? Message and advertise towards music enthusiasts who are in your target demographic. Upload your email list into Facebook and then target users or even look-a like audiences who are similar to your email list. You can also re-market to people via Facebook based on their visits and behavior on your website. Strong stuff!

Some people are angry at Facebook for taking this position, but we applaud them.  They need to monetize their data and if you approach it the right way it can be a great thing for your clients or your own brand.  So we say (pay and) play ball!

 

 

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Successfully Monitor Your Brand Using Facebook Pages

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With Facebook’s constant changes, it is very important to continue to monitor your brand using your Facebook page tools. Whether you are having trouble finding compelling content to share with your fans or not, it is crucial that your brand is taking advantage of the tools that can help you understand your fans, industry and perhaps of equal importance, your competition.

Facebook continues to create tools to help page admins have increased and improved visibility so they can make more informed decisions with their content.  As page reach continues to decline it makes it even more important to be calculated in your content approach and storytelling.

 

 

According to Social Media Examiner, there are 5 must-haves that a brand should take into consideration:

1. Create a monitoring system

2. Add functionality

3. Find trending hashtags to use

4. Create engaging, striking images

5. Good content creation tools

Take a closer look at the 5 Facebook page tools to better monitor your brand on Social Media Examiner: http://bit.ly/1kGubVF

Facebook also recently updated one of their mobile applications, rolling out version 3.0 of it’s Pages Manager for iOS. New features afford you the ability as a page administrator to pin and unpin posts on their pages.

Key new features:

  • Pin and unpin posts to the top of the page timeline
  • Create and edit events on the iPad
  • Import phone contacts and invite them to like your page (U.S. only)
  • Turn photos on your page timeline and photo albums into profile pictures

At Sircle Media, we always try to take advantage of each and every tool within Facebook Pages on behalf of our clients.  We do this to make sure we are monitoring what is being said, who is interacting with them, what content is curated the most and what engages people.  Using the new Pages App. and the Pages To Watch Feature, offer us great tools to do so.

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Reach The Right People On Facebook!

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Facebook recently released a new grip of core targeting options that allow advertisers to further refine their audiences in paid social campaigns and gain better insights into performance. Following the update, advertisers can expect upgraded controls over location, demographic, interest, and behavior.

The social network has been rolling out the new features over the past month through the platform’s API. Many preferred marketing developers (PMDs-like Sircle Media) have confirmed that they will reach full integration with the new features by April.

Updated targeting profile: Location

What has changed: Facebook will now offer “flexible” location targeting, allowing marketers to build campaigns for any combination of geographies, country, and city, country and state, state and city, and state and zip code.

In addition, it will also now be easier to exclude locations right down to the zip code level.

Updated targeting profile: Demographic

What has changed: This new type of targeting will have added selection values for relationships including civil unions and domestic partnerships, as well as greater flexibility around targeting events such as marriage. For example, a retailer might want to share wedding registry promotions with someone who has been engaged within the past three months. This would enable that option. Additional targeting options now include information such as job title and workplace, and offer more information around education. These changes allow advertisers to better align messaging and promotions around key life events or affiliations.

Updated targeting profile: Behavior

What has changed: Behaviors are a new addition to the targeting options. Behavior targeting allows marketers to target campaigns based on engagement behavior and the types of devices people use when engaging. Marketers can choose combinations of behaviors and then narrow down for their target audience. For example, you can reach people who listen to music while on their iPhone and are more likely to make purchases online. This part of the Core Audience targeting options will also display third-party partner categories. The behaviors will be guided by proprietary Facebook data.

Updated targeting profile: Interests

What has changed: Hashtags came to Facebook with a lot of fanfare, but have become less and less relevant over time. Instead of incorporating hashtags to try and locate users by interest, the platform is focusing on the overall interest expressed by the network. “We developed a new methodology that increases the precision of interest-based targeting by allowing advertisers to simply choose one segment,” Facebook explains. “If you want to reach baseball fans, just choose ‘baseball’ as your targeting segment and Facebook will pull in all the people that have liked or expressed interest in baseball-related topics.” Hashtags will be grandfathered into these new targeting options if a brand’s current campaign contains very specific interest keywords.

With all these targeting updates, finding the right audience for a brand just became a lot easier and less costly.

For more information on the new Core Audience targeting options, read here.

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