Sircle Sessions Series: Facebook Algorithm Update

In this edition of our Sircle Sessions Series, Adam Brown and Chris Heller dive into the new Facebook Algorithm update. They discuss how it impacts users and more importantly how it will impact brands looking to communicate with potential customers on the social network.

KEY TAKEAWAYS-

Users should get a better user experience, which should help keep them on the platform.

Don’t sweat organic metrics like reach and engagement.

Focus on paid social. Learn it, live it, love it!

 

 

 

 

 

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On what matters on Instagram right now…


On this episode, I talk about what metrics really matter on Instagram in January 2018. Followers and even engagements and/or engagement rates with those followers are rapidly becoming less important as the platform moves towards a “pay to play” ecosystem. Nowadays, and even more so going forward, it will be more about how well you deploy smart paid social tactics, than how many user accounts follow you or how many likes your last picture received.

Key Takeaways:
It is still important to story tell on this visual platform and to continue to publish branded content that conveys key brand messaging. If you want that key messaging to be seen AND to be seen by the right eyeballs, then you should boost that content at a very specific audience and guarantee delivery.

If retailers, partners or even your boss ask about why you don’t have more followers (or likes on your posts), tell them you don’t play in that game, as the platform has shifted away from it. Instead, show them real data that supports where you have deployed paid marketing dollars and how that has delivered targeted reach and attention for your messages. If those messages benefit them, they will be all ears.

Instagram stories are where attention is most being paid and an area where you can still stand out from the clutter and deliver key messages proactively. Commit to posting more consistently and look at the data to tell you what is resonating and where you might want to pivot and deploy different tactics.

Instagram is still “THE PLATFORM” of the moment, but the way you use it has definitely changed.  Change with it and reap the benefits.

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On only wanting to work with good partners…


On this episode, Adam talks about wanting to only work with good partners/people and being ok with walking away from those who don’t fit that description. We are big believers in top-notch service, hard work and lots of over-delivering for our clients and in return, we look for respect and solid collaboration.

At times, we (as all agencies do) experience partners who do not live up to their end of the bargain. Some clients can be rude, unprofessional and just terrible to work for/with and in those instances, it is ok to walk away. When the client/agency relationship ends, it is usually seen as the agency who took the “L”. That might be the perception, but the breakup might have been the client’s doing and not the vendor.

As Sircle Media has grown and matured, that has become more and more apparent and we have really gotten comfortable with that. We know what we offer, and most of our clients do too. For the vast majority of you, we appreciate you more than you know!

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On selling more stuff…


In this video, Chris Heller, our Managing Director of Digital, talks about the idea of not just focusing on land grabbing for new customers all the time. While it is always a good idea to be prospecting and acquisition is still the main pillar, it shouldn’t be the only one. You should be focused on retaining customers too and you should think about how best to do that on a more consistent basis.

Not only do you want to improve your Life Time Value (LTV) per customer, but you can also be more strategic at the point of sale to increase average cart order value too. We encourage clients to find ways to upsell and add more revenue per transaction. So you need to split your time trying to get more customers, getting them to spend more when they transact and getting them to come back and spend more frequently. That is how you win online!

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On under-investing in social media…

I am continuously baffled by brands under-investing in social media. While many say they want exposure, engagement, and access to targeted consumers, most don’t want to invest the time or energy into their social efforts. What is the alternative?

First off, you must market your business in order to tell your story and even put yourself in play for consumers to make a buying decision. So where else are you doing that? Print? Out of Home? Word of Mouth? Demos? All of those are less measurable and harder to scale than leveraging social networks. Are they not?

I think brands get lost in the unknown aspect of it all, and they fear that since they don’t understand it they won’t be any good at it. As a result, many stand on the sidelines watching other brands succeed. No expert was labeled that way on day one. It takes time and effort to develop expertise. Just like developing a good product or service takes careful thought, planning, trial, and refinement, so too does your social media efforts.

Also, brands take a long time to come around to action and by the time they do the ball has moved. Newer brands to social media are looking at fans and followers and the metric for success, yet those are 2016 KPIs. These days it is about paid social prowess, influencer tactical warfare, and true content marketing. So some put their toe in and when they get it wrong they recoil and almost take an “I told you so” posture. This is the wrong move, because not only do you need to stay the course, but you need to be all in and on all fronts.

With anything good in life, what you get out of it depends on what you put in. You must invest the time and resources now if you want to succeed and just like working out, you must not get discouraged if you don’t see results after your first session. You must believe in the religion over the tactics (shoutout @garyvee) and play the long game. It is a matter of survival…

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On winning customers back…

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In 2017 we had a stellar year at Sircle Media and I am very proud of all that we accomplished. We grew our staff, expanded and diversified our offerings and brought on a number of new and higher profile clients. By all measures it was solid.

What I am perhaps most proud of, are the clients who returned to Sircle after leaving us prior. In the agency space, there is a lot of churn and turnover on retainers and contracts. Sometimes you lose business because you messed up and deserve to, but more often than not it can be for silly reasons outside of your control. Losing clients sucks, especially from a competitive and passionate person like me. Unfortunately, this is what I signed up for and it is a way of life I have had to become accustomed to.

Our number one reason for losing clients is a new Marketing Director or decision maker of some sort transitioning in and pushing us out for no rhyme or reason. The analogy I always use is that it is comparable to a new President who wants to come in, flip the table over and put all new people in their cabinet seats. A new leader wants to make moves to earn their keep and often doesn’t want to inherit a legacy agency that they didn’t select. We would argue that if you have a great Secretary of Defense in place, you shouldn’t just fire them, just to fire them. They just might represent the stability you need to make that new role a success. Unfortunately, they don’t even want to hear that.

Regardless of their reasoning, when we do get the notice from a client that they want to leave our agency, rather than getting angry, frustrated or even petty we go the opposite direction. I teach my team to deploy empathy first and foremost and realize that the other party is doing it, for what they think is a good reason for their business. We immediately pivot to customer service and hand-holding mode. We look to set them up to win without us and shower them with love and attention during our winddown month. Every former client would attest that we were rock stars in our darkest hour and that is a distinctly different posture than they are accustomed to.

I then try to keep in touch and root for them from the sidelines, in order to stay on their radar and to let them know that while we are no longer dating, they are still a former love that we care about very much. In a rough and sometimes unforgiving world, they appreciate that more than you would think. We invested a lot of time and energy together and developed a loyalty to their brand, that doesn’t just disappear because they’ve stopped paying us.

When your team handles adversity like professionals and does everything with integrity and class, you create a long-term impression that has lasting effects. Life is a marathon and if you treat it that way and stick around long enough, good things tend to happen. So to all of those returning customers in 2017, I say thank you. To all of the other ones out there, it is never too late to come back. You know where to find us.  #Squad4lyfe

 

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