Brands are constantly trying to find value in social media (many doubt there really is any) and are often looking at the wrong data points. It cannot be measured solely with a simple ROI calculation and/or traditional KPIs. Your efforts need to be looked at from a different POV and it is imperative to keep in mind that each individual effort is not necessarily intended to have a very specific result. It is more of a long game that needs to be played consistently and needs to pivot as the brand, industry or even social landscape does.
At Sircle we believe that social is not a marketing vertical and is more of a horizontal layer that touches all aspects of your business. By remaining committed to story telling and content marketing (which you should be if you own or manage a brand and want to win in mid-2016) and leveraging social networks, their audiences and amazing targeting and tools, you can do powerful things.
One such “thing” that brands are all thirsting for, is finding writers, bloggers, publications and/or media outlets to help them tell their story. They will shell out PR retainers to get these, and more often than not, they feel very frustrated or short changed by those engagements. It seems like PR has become a necessary evil and some brands see it as a set expense, or a cost of doing business if you will. It is amazing to me that brands will pay for this, which is so micro focused, in lieu of paying a social media retainer and/or an internal salary for social media management. I would argue the latter brings much better value.
If you want to get coverage or gain influence, you need to roll up your sleeves, get to work and contribute content to the web. Posts, tweets, blogs, statuses, pins etc.. all create potential one-to-one exposure for your brand, which in turn can lead to bigger exposure if and when you come across the right set of eyes.
I was asked if I have seen opportunities surface through social media management and I shared my experience here. You can also click the image above to consume. Enjoy!
Many brands are not taking a holistic approach to social media and are treating it like its own silo of activity. The team responsible for social, is usually understaffed and is often not in sync with the rest of a company’s digital initiatives, which is a big mistake.
Social media management is a full time job and pulls from a lot of different talents. You need to be able to write, create, navigate various social platforms and be able to have the understanding of digital, to have it all working pursuant to a make sense strategy. Once you have the right person or team in place, then it comes down to a lot of small ball work. Click the image above or here, for an excerpt from a recent interview on the topic.
It really needs to be a balance of content, engagement and growth tactics in order to have transformational social media results. Brands need to really invest equally in all three, if they want to experience a really meaningful impact:
You must contribute to the community with good content that people will enjoy and want to consume.
You cant just put out content, you must seek out conversation opportunities and then close the loop.
You also need to have a content and engagement strategy that aims to satisfy bigger marketing or company growth goals such as: fan and follower aggregation, traffic to the website, email capture, awareness (reach, impressions, branded searches) and of course – sales!
Social media affords brands a very inexpensive way to speak with and listen to customers and prospects. So many marketers spend so much time talking about why social doesn’t work, why it isn’t trackable or how it dosnt have an ROI, and if they spent half of that time actually putting in the work, they would be singing a very different tune.
In order to win you must be a daily practitioner, and continue to tinker around. Small moves, can produce big results- but only if you are really in the game.
I sat down for a recent interview and we went deep into a discussion on social media and how brands approach it the wrong way. Most get (or pretend to get) that they need it, but do not invest the right resources into making it work. Click the image above or here, to watch some of that conversation.
It has to be an all in mentality to win and you cannot be half pregnant. You must plant the seeds and then water them with time and dollars to make sure that they not only grow, but flourish. The brands who get this and approach it as religion rather than just tactics, are winning and I am proud to say we work with many of them.
Garyvee said it right when he stated that “social media is just a slang term for the internet-the math is straightforward: people’s internet consumption now happens on mobile, and the thing people do the most on mobile is use social media platforms. That is the internet now. If you don’t understand this, you’re behind. There is zero difference between “digital marketing” and “social media marketing.”
Social media is not a fad, it is the current state of the union. Not creating and putting out content and of equal importance not listening to and engaging with the community, is just not acceptable for any business in today’s day and age. Brands need to wake up and participate, or they are going to put themselves out of business.
At Sircle Media we have been creating custom welcome tabs for clients for over three years now. Facebook tabs are created using iframes which means you can basically perform all of the same functions available on any external website, within the framework of Facebook. This affords brands an incredible opportunity to engage with people on The Social Network.
Building a community is the number one objective on Facebook and one way to accomplish this is to create an environment, rich in content that users feel compelled to come back to. By offering content and context about your brand you are able to “story tell” more and convert brand loyalists.
We often direct all new traffic through the welcome tab so that we can establish a more substantial first conversation with them. Otherwise they jump directly to your timeline and into a conversation that is already going on. We also use Welcome Tabs in many of our Facebook ad campaigns as they have proven very useful in converting likes.
These tabs are an important piece of our marketing puzzle as they accomplish a few mission critical things for our customers.
They offer up additional content to prospects and customers
They help showcase products available for purchase on our client’s website
They capture email addresses for future email marketing
They offer share buttons to help make the content on these tabs more viral
Here is a little video breakdown of how we approach making these tabs. Enjoy! CLICK HERE