On this episode, I talk about using Search.Twitter.com to your advantage more for business. I think brands have given up on Twitter and/or have really demoted it in favor of Instagram (proper and Stories) and Facebook. That is fine, but it most certainly should not be abandoned.
Whether you use it personally or not is irrelevant, what matters is that a ton of people do use it religiously and are often using it to seek information and recommendations about a range of topics. The search feature is incredibly powerful because within seconds you can take a peek at what conversations are happening and chime right in.
A simple search for “Vegan Protein Powder” will give you a breakdown of all people who are talking about that topic on Twitter. Not only can you find other brands to collaborate with, competitor brands to monitor and influencers to engage as secondary benefits, but more importantly you will find customers looking for advice.
For a brand looking to sell a product online and to introduce something new to a niche market this is everything. As you can see below, these are three inquiries for recommendations on this exact topic in the past week.
For me, this is gold. I can easily see who is talking about the itch that my product can scratch and I can chime into the conversation from the comfort of my own home? Sign me up…
On this episode, I talk about Facebook Advertising in April 2018. With all the news and concerns about Facebook as a platform right now, we are seeing some excellent pricing on Ads and really solid metrics across the board. Our suggestion is to lean in when others seem to be leaning away and reap the benefits.
I break down two types of Ads that are really performing very well right now. One is a Video Views campaign, which is fairly straightforward. Create some simple, but catchy videos and then run them on Facebook with the intent of targeted reach and consumption of that video as the engagement metric. The second is re-targeting users based on having engaged with your Instagram Account. This is no longer new, but I have found it is underutilized by any brand I work or speak with. Some tips:
Head over to the Facebook Ad Manager and go to the ‘Audiences’ tab. Once you’re on the Audiences screen, you’ll need to click the blue ‘Create Audience’ button and select ‘Custom Audience’.
Select ‘Engagement’ from the list of Custom Audience types.
You can choose to either create your new Custom Audience based on people who have engaged with your Instagram business profile, OR who have watched one of your videos on Instagram!
Choose the ‘Instagram Business Profile’ option to create a re-targeting audience based on people who’ve interacted with your Instagram account. Facebook gives us a range of options to choose from when it comes to targeting our Instagram audience.
You have the choice of creating an audience of Instagram users including:
Everyone who engaged with your Instagram profile (this includes visiting your profile OR engaging with your content or ads)
Only people who visited your Instagram profile
Only people who engaged with your content or ads
People who sent a message to your business profile
People who saved any of your posts or ads
I suggest you allocate some funds and experiment with all of these to see what works best. If you have spent time developing your Instagram profile and that is where you are seeing the most engagement and awareness, then this is a way to really leverage it across platforms and see additional benefits. Get involved!
On this episode, I talk about how clients and agencies should treat the courting process more like interviews to really get a better sense of what it will be like working together. Of course, the skills and knowledge should be assessed, but the attitude, tone, and communication approach are of equal importance.
Clients should really try to smoke out how agencies roll in those areas and conversely, I think it is so important for the agency to get a sense of what the client is like and how they want to be communicated with. I try to do a real level setting up front, as well as ongoing temperature check-ins to see how we are faring throughout the relationship. I can say very confidently that the clients who openly communicate and are transparent with their thoughts and feelings about our approach and service all outperform those who do not.
We are experts in navigating social platforms, managing paid social ads, working with influencers and effectively running social media for brands, but we are not expert mind readers. Just as open and honest communication internally between employers and employees is the key to success, so too is the need to follow suit with your agency relationships.
1- Be straightforward and never passive aggressive.
2- Be brutally honest and always fair.
3- Don’t allow frustration to mount and allow a molehill to become a mountain.
4- Don’t assume the agency knows exactly what makes you tick, guide them.
5- Allow the relationship to evolve and do level setting reviews from time to time to point the compass for all parties involved.
Invest the time and improve your client-agency relationships, because if you do that you put your brand in a better position to win.
I wrote a blog post last year about sometimes feeling like a personal trainer when doing my job as the owner of a Social Media Strategy. The post actually received some positive feedback and I wanted to get into the topic again. On this episode, I took it a bit deeper and added my thoughts via voice which is a more popular format it seems these days. However you choose to consume it, I think it is a simple yet important one to hear.
If you are hiring a trainer for something as serious as your health OR an expert for something as serious as your business’ marketing success, it is imperative to choose a good one and then let them do what they do. Dont second guess or undermine along the way, especially in areas you might not be super well versed in. Remove the hedge, follow blindly and see what comes from it.
I know for certain it will lead to better results with Sircle Media…
On this episode, I talk about how contradictions will kill your social media efforts. It is mission critical to figure out what you want to have happen and then hire someone (internal employee or agency partner) that you feel knows what they are doing to implement. Then it is wise to get out of their way and let them do what they do. Stating KPIs or needs and then putting roadblocks or hurdles in place that make those harder to hit is just not good business.
We encourage brands to really think about the creative direction they want to go in, the engagement style they feel good about and the growth KPIs and metrics for success they feel are right and then clearly articulate them up front. Then they should turn the wheel over to their trusted partner and let them do what they do.
At Sircle Media, we are a service-based business working within the social media industry. I tell my team that we all have a responsibility to ourselves, to our company and to our clients to take ownership of any situation and deliver hard work and great service at all times. It doesn’t mean the customer is always right and in fact, they are often wrong in their approach and treatment of situations with us.
The reality is that most people struggle with managing their own work, let alone people under them or agencies that are serving them. Most people don’t respect authority and don’t know how to be their best selves or to deploy empathy and understand the other side of the conversation. If you want to be “a boss” when it comes to customer service, then you need to dare to be different.
I encourage my team to lean into the issues and never shy away from them. To be vocal and confident and not cower and acquiesce just to play nicely. We work hard to make sure our clients are happy, but at times the path to happiness might be bumpy and unpaved. Some clients don’t want to be told what to do or that they need to improve on their end and as a result, they have a high churn rate with agencies. They won’t change and so the vendor is the one to go automatically. They place fault on the outsider rather than taking responsibility to fix it.
It is on us then to dig deeper, be even more solid in our work product and communication and to win through taking responsibility and owning our own actions. When we do that, we are on the right side of history with each relationship and we will win much more than we lose. Those are just the facts.
I love this little rant about fault vs responsibility from Will Smith. I think it applies to our work with clients and is a great guide for life in general. Things happen to you personally and professionally all the time. The question is, how will you respond and fix the situation?
On this episode, I talk about the compelling stats behind Instagram Stories. Some compelling stats:
- 300 million active daily users
- Over 1/3 of Instagram users are viewing Stories daily
- Snapchat Story views have declined 15-40% since Instagram launched their Stories product
- Major Snapchat influencers are now posting 2x more on Instagram Stories than on Snapchat
- 1 in every 5 organic Stories earns a direct message (proving consumption is happening)
- Daily consumption of Instagram has skyrocketed since the launch of Stories (raising the tide for the whole platform)
If you aren’t taking Stories seriously, you need to recalibrate. This is a real platform in and of itself and should probably be the first focus when using Instagram and not in the second position. Experimenting with organic and paid Stories efforts will prove out the be far more beneficial than sweating the organic reach and like count on each Instagram post. That serves a purpose too, of course, but is less of a driver than before.
Invest in Stories more now and take advantage of the good times, before that starts to change for the worse and they less value. Don’t sit on the sidelines reading yesterday’s news. Grab your phone and start telling your brand’s story…
On this episode, we talk about balancing the art (brand) and science (sales) in your social media strategy. For a brand looking to win online, it is imperative that you have a balance of both. It doesn’t need to be 50/50 but it also cannot be 100% on either extreme.
Sometimes brands try to be too cool with their branding and messaging and they lose out on sales opportunities. You shouldn’t get too cute with your imagery and copy and risk losing out on transactions. If you have a brander or designer running point, you risk leaning too far this way.
Conversely, if you have a salesperson or E-commerce lead running point you will tend to lean too far in the ROAS/ROI direction and come across too sales-y. If you are only looking for the money, then consumers won’t feel a brand connection and your product or offering becomes less relevant and important. You need to have a brand and a POV to stand out and be sticky in the minds of your consumers.
Our recommendation is to constantly be looking to find a balance that works for you. Look at your feeds, review your strategies and tactics regularly and listen to your audience. You don’t want to feel like an art gallery or a telemarketer. You want to convey who you are and what you stand for, and then make it very easy for those who are listening to transact with you. Social networks make this very easy to do, but the tools only work if you know how to use them the right way.
On this episode, we talk about social media and the KPI conversation. Our argument is that a brand or business needs to first determine what their goals are and then articulate that to their employees and/or vendor partners. They shouldn’t get lost in the weeds on terms like CPM’s and Ad Recall Uplift, they should just define what they want/need to happen and then allow their team to create a gameplan against that.
Let me explain this a bit further. “I want to grow my Instagram followers by 5K” sounds like a KPI but I would push back on that and ask – why, what does that give them specifically? This is a tactic and not a goal. Worth noting: Goals are at the top and are the macro drivers:
i.e. Reach 1 million vegan moms Strategies are one step down and are different tributaries to that goal:
i.e. Facebook Ads, influencer partnerships etc. Tactics are the small ball, micro executions within strategies:
i.e. Dark posts, influencer giveaways etc.
So growing your IG follower count is a tactic, under the strategy of leveraging the IG Platform and that strategy should feed into a bigger goal. So if that goal is to reach 1 million vegan moms, then we would argue that in today’s IG landscape, harvesting your own follower count is not the best tactic to accomplish that. You are better served by leveraging more paid Instagram work, more integrated collaborations with influencers and even brand collaborations that put you front and center with an audience already established by another like-minded brand.
We are all about KPI’s and ROI, as a way to measure success via social media, but I flip the script and put it on the client to think it thru first. Define the goals, discuss and debate strategies and then let your team execute on different tactics. Tactics will vary and come and go, and strategies will change and modify along the way too, though less frequently. Goals should remain pretty consistent and be revisited every 6 months.
Don’t make your social media vendor (or any vendor for that matter) or your internal social media team report back on random statistics that add no value. Tell them where your destination is and let them lead the way to get there. The trip won’t always be straight or perfect, but if all turns are made with the destination always in mind, then you are more likely to get where you were going at the outset.
In this episode, we talk about why PR Firms are just not good at managing social media. PR is a very controlled messaging medium whereas social media is all about uncontrolled conversation. They want to say as much as they can, in as few words as possible and not get a verbal or written response and with social media, you want the opposite. You seek out the dialogue and then you must close it out with solid community management, which can be laborious and time-consuming. Also, in order to win these days, you need to be awesome at paid social, and both are just not PR’s game.
Disclaimer: Many PR Firms are awesome and can be game changers for brands. We have worked with plenty and can refer them at any time. Conversely, we stink at PR and although I could easily get clients to pay me for it, I stay far away. It is just not our game.
Both PR and social media are mission critical for brands looking to scale fast and gain exposure for their products. I just don’t think you can find one partner for both. #my2cents