Win of The Week: Brand collaboration gold…

Screen Shot 2017-02-20 at 7.50.29 AM

Social media is all about leveraging content, engagement and growth tactics effectively. Brand collaborations are an excellent way to attack all three and are very easy to execute. They offer you access to new eyeballs, easy ways to “stage your product” and new conversations with potential would be customers along the way. We are all in!

Here at Sircle Media, we are big buyers of underpriced attention for our clients. Brands are all trying to figure out how to maximize their own social media efforts and are usually very interested in collaborating this way. We regularly seek out partners who have a nice aesthetic, are clearly open to working with other brands and who have a highly engaged audience.  As an agency, companies are even more interested in working with us, as we can be an entree to working with multiple brands and not just a one off transaction. We use this to our client’s advantage of course, to help land more relationships and control the conversation along the way.

Some brands make the mistake of only looking to others who have larger audiences than their own. In every collaboration there is always one who will be bigger and one smaller, and we think they all have value. We care more about the image, the target and the experience. If a brand has a smaller, but highly engaged audience of core customers we want to be in front of, then we are buyers for sure!

These have proven to be a surefire way to grow an Instagram following, to land nice looking content to round out your own feed and to create direct communication opportunities with customers. With content, you get to use the imagery (including secondary shots of the products side by side) in your messaging, which alleviates some of your organic content creation pressure.

When it comes to engagement and growth, we recommend some gaming to help stir the pot. Above, we had an Instagram contest, that required both a follow AND the tagging of friends to enter.  We received 451 likes, 300 new followers and 142 comments, each of which included the tagging of 2 IG users. Afterwards, we engage with those accounts and strike up conversations on a one-to-one level, that can help our client Modern Oats establish a dialogue that would not have existed before.

In the end of the day, these collaborations provide a very powerful punch and should be a core component to any social media strategy.

 

 

Add a comment

Tags: , , ,

Win of The Week: Leveraging influencers via smart “pay to play” tactics…

Sircle-Influencer Pay To Play

Influencer marketing represents an excellent opportunity to get a brand in front of new eyeballs and to leverage underpriced attention. It is important to have an open mind to the potential that these collaborations can bring and to think about it more strategically than just “paying someone to post something.”

In January we advised one of our clients to rethink their influencer engagement strategy altogether.  In 2016, they deployed a hardline approach when it came to “pay to play” engagements. They would not do them and would only gift products where they had much less control AND limited their potential target list, by immediately canceling out anyone who asked for a fee.

This year they were hellbent on driving more traffic and wanted us to “get more creative” with ideas to help do so. They suggested buying email lists, affiliate deals (where they would pay commissions for converted traffic sent from other domains) and even programmatic marketing, that is very expensive and unproven for their model. It was time to change their POV once and for all.

Rather than denying all paid scenarios from the jump, we recommended they take a different posture. Dropping the term “influencer” from the conversation, we said “if we told you that Jane Doe had taken time to harvest a community of followers, one that actually listens to and cares about what she has to say, and that they are mostly your exact target demo, would you consider paying her for an opportunity to speak with them for a few minutes?” Of course they would, and this is no different.

They begrudgingly agreed to give us $500 to test out our theory “and prove that this wasn’t a complete waste of time.” We went to a couple of influencers who we knew had a highly engaged audience, understood the need to “give value” to their partners (especially an Agency like Sircle Media, who can bring them multiple brands and not just one) and who would work with us from a marketing angle. We also negotiated the price down to $400 ($200 each) and kept the $100 spread to help us boost some of the great content on Facebook down the line.

16388317_10158430947205643_2014228211469756202_n

We asked that they both post on January 23rd and had them do it on Instagram with a #linkinbio CTA that encourages users to take action and click that link. As a result, revenue on 1/23/17 was $1837.55 on a $400 all in spend (4.5X1 ROAS).  In addition to that, it doubled their referred traffic (one of their main goals coming into the new year) and delivered new ammunition for our retargeting efforts, which have already proven to be our best revenue driving audience on Facebook. We then took that $100 (in negotiated savings) and applied it to those efforts to drive new revenue further down stream.

It is important to not draw a line in the sand when it comes to engaging influencers. Sure, some have more value than others and of course there are some who wont deliver the goods. This is true with any type of marketing of course and cannot be your reason for not participating. I always say “you cant stop dating just because you had a bad relationship in the past and/or just fear the outcome if it does go south. You need to continue to date, to find the right one for you.”

Influencers represent an excellent value play and need to be in your social media strategy conversation if you have a consumer product. Added bonus is that if they take great photos, they also contribute positively to the look and feel of your outgoing content strategy. Bottom line, it just pays to play!

 

 

Add a comment

Tags: , ,

Win of The Week: Driving sales for retail partners.

14591607_1309108615767308_5856911588429433547_n

Can social media help you sell online? Yes, of course!  Can it help you sell offline too? ubetcha!

We work with a lot of early/growth stage healthy CPG brands and some of them do not have an E-commerce focus. For their short term or even permanent business model, they plan to use retail partners for sales and distribution. Therefore a real metric for success when it comes to their social media efforts, is traffic and support for retail to help with their velocity reports. Sales and distribution are only half the battle you see, it is how well their product actually moves when available on shelves to consumers that matters.

15698319_10158239223325643_4683413729047376048_n

Our client Natalie’s has a really nice foothold and relationship in Publix, which for a Florida based, family owned brand is a big deal. As they expanded their store and SKU counts, they wanted to help drive awareness via social media and we jumped right in. We swapped out creative on their website and Facebook cover photo as you can see above, because this was the most important content for the brand at the moment and should be displayed front and center.

We then deployed a dark posting strategy that targeted by geo location (close radius to new stores) as well as fans of Publix. We used a printable coupon as our CTA and created the image you see here, which spelled out PUBLIX using bottles of their product and fresh fruit.  The image really stands out from the clutter and used the retailer’s well known brand name to catch the user’s eyes in their feed.

For a nominal amount ($5 on this one asset) we were able to reach 2100 targeted people, and earned 2 shares and 16 likes. The more juicy result (pun fully intended) was that we sparked up a conversation with Brian, who saw the ad, printed the coupon and confirmed he used it in store.

We were sure to share that with the buyer over at Publix right away. :)

 

Add a comment

Tags: , ,

Win of the week: Facebook’s new custom audiences drive revenue!

Last month we wrote a piece about Facebook improving their targeting game and then we got to work for some of our clients, looking to hit hard in the final month of the year.  We have seen some really nice results early on.

One brand in particular, is our client Birdie’s Slippers. They are a new fashion brand, without a big budget and only sell through one channel, E-commerce. Every dollar is super important at their stage in their life cycle, and they don’t have enough marketing dollars to get into the Google AdWords game.  Facebook marketing is their only allocated spend and they were looking to really glean as much value out of that campaign as humanly possible.

15380653_10158191857325643_5010609888673797858_n

We started targeting people who engaged with their page over the past 30 days and here you can see we spent $17.36 and earned $336, using this technique on just one piece of creative.

15380365_10158196248710643_1781615209652302970_nWe have done a great job with their content this year, and through collaborations, page post engagements and empowered word of mouth, they have a highly engaged fan page. Even though their fan base is still relatively small, they are engaged and interested which is much more important than total fan count.

Here we took a fun and attention grabbing post and then targeted that audience with a moderate spend. We know this group had already engaged with the brand so there was some familiarity and we then deployed this new targeting technique to move them further down the sales funnel.

Marketers have a real winner on their hands here and they should get involved right away. Brands (and other “traditional” digital agencies) seem to always be looking to pick holes in the Facebook Ads game, which is just insanity. This year, do the opposite – and win!

Add a comment

Tags: , ,

On taking the leap with paid social…

14716231_10157901375300643_7090484313897903955_n

I am constantly baffled by clients who are spending money on traditional mediums like TV, outdoor and print, but are still so hesitant to jump into the paid social game. I think it is more of a “creature of comfort” move than anything else and this really is something that needs to change.  Most just prefer what they know (even if it stinks) over what they don’t know (or worse, just don’t understand) when it comes to marketing.

Paid social media provides highly targeted audiences to brands looking to sell products and in a medium where they are paying close attention. This is not serving banner ads on publisher sites, nor is it competing in the Google landscape, where smaller brands with minimal budgets can get eaten alive. This is about value for your dollar and knowing where consumers are paying attention and this is where we are ALL IN, ALL DAY LONG!

Above is a screenshot from a client’s Google Analytics after our first week with them. We convinced them to assign a nominal budget ($200) to test paid social out, and it produced early and promising results.  They generated $852 on $200 spent (4X1 return) and generated 807 unique visitors and 9000+ impressions for their branded content.  I would argue this might be the best $200 they spent on their business to date, and it should certainly pave the way for a bigger commitment to the platform(s).

With traditional efforts, even if they worked, you wouldn’t have this type of actionable data to prove it. I still have conversations with my brand partner counterparts where they tell me that paid social doesn’t produce an ROI. Some stay away as a result, while others do it begrudgingly and more so as a necessary evil than a real revenue producing tactic.

It is so important that we change that mindset and that brands take that leap of faith with paid social.  The efforts pay off and without a commitment to the cause, you are leaving money on the table and allowing your competitors to take those dollars. That just cant happen, right?

 

 

Add a comment

Tags: , ,

Be content, with content marketing funnels.

Screen Shot 2016-10-10 at 7.16.45 AM

If you aren’t all in on leveraging Facebook’s Advertising platform, you are missing out.  Paid Facebook efforts are the most powerful tool in your arsenal these days and you need to be leveraging them on the daily. We have pointed that out here on this blog many times before, and we continue to deploy for our clients on a consistent basis.

The royal flush is to have a content plan, that you then put money behind to help convert users down a marketing funnel. In the picture above you can see that strategy in full effect. Our awesome client Lurong Living, has been a believer in the power of social media for many years now and has been with Sircle for 3+.

They are looking to sell products and subscriptions online, and they want to target a very specific audience and even subsets of audiences with their messages. Facebook has proven to be the real winner (not surprisingly) to do so, and we are constantly driving results through our efforts.

With this one post, we created a very simple recipe (piece of content) that lives on their domain. We then targeted a specific audience with $10 via a boosted post and optimized it for engagement. Typically that would translate to very little reach, as Facebook is objective based and is promoting this to users based on their likelihood to interact with it. The 10,000+ people who saw this piece of content were therefore an ancillary benefit of this initiative. Of greater importance (at least in this instance) were the 685 clicks and 558 link clicks bringing traffic back to the website.

This not only led to direct sales opportunities, but it was a very easy way to build up an audience for our retargeting campaign. Now we know what type of content they consumed and can target them with a very specific Ad that we know they are likely to be interested in.

Screen Shot 2016-10-10 at 7.51.11 AM

This is just a small snapshot of the results of leveraging that funnel mentality. Those conversions produced 4X the spend up front and since the product purchased was a monthly subscription, the lifetime value goes way beyond that.

Yup- It pays to play!

Add a comment

Tags: , ,

Win of The Week- Facebook Advertising Small Ball

Sircle- WIN of the Week

Our client Direct Eats recently launched an awesome new website and they looked to us to help them with a smart social media strategy to help drive awareness. Upon launch we focused heavily on driving traffic to the site from both their current base (fans, emails) and new prospects, via strategic targeting, including special interest groups and fans of competitor brands. This was very successful and while the goal was only traffic to start, it produced some really nice revenue and a ROAS around 5 to 1.

Screen Shot 2016-09-20 at 9.05.21 AMNow that we had started the funnel, we took a close look at Google Analytics and user behavior and then created some social content that would present the types of products or categories that users were interested in. We created the post you see here and then boosted it to 2 distinct groups:

$10 at website visitors from the last 30 days – because we wanted to retarget them with a nice looking piece of content and drive behavior with a limited time offer CTA.

$10 to fans of the brand – because fans really take to new and newsworthy content from the brands they follow, especially “insiders only” type messaging.

 

Both produced 3 direct transactions on the website, as you can see below:

Screen Shot 2016-09-20 at 9.41.38 AM

The first row shows the retargeting results, which as you can see had much less reach and engagement than the second row, which shows the fan target. That being said, it packed a nice punch and produced the same amount of sales. We turned $20 into $130 with some smart execution and a willingness to invest. Clearly, both have merit and warrant continued experimentation.

These types of small ball tactics, are precisely what make social media management so exciting and such a vital role to any organization who has online initiatives and goals (as all should).  This client launched a new website, with better functionality and UX and then leveraged Facebook to drive revenue and results. Well played guys, well played!

Add a comment

Tags: , ,

Win of The Week: $5 in Facebook spend = $424 in revenue!

Screen Shot 2016-08-10 at 2.41.58 PM

We are big fans of paid social and we have shared our POV on the benefits of paying to play on Facebook here before.  With Facebook, sometimes the simplest of tactics can produce some really profound results.

In the image above we created a nice looking (Facebook optimized) piece of native content to help our awesome client Black Halo announce that they have new arrivals on their website. For a fashion brand that regularly releases new lines and updated SKU counts, this makes for some really simple and newsworthy information.  Sure we could deploy some really tactical strategic targeting (and we do of course) aiming at fans of competitors in the dress category, retargeting visitors to their dress pages and/or even members of their email list, but here it was a simple announcement and we just put $5 behind targeting their fans.

Screen Shot 2016-08-10 at 2.44.24 PM

For a brand who has not deployed any Cost Per Like (CPL) campaigns targeting new and unfamiliar users to meet their brand, their fan base is more “real and earned” than most. These are users who actually like the brand and their garments and therefore, new product arrival announcements are of real value.

As a result, $5 in guaranteed delivery to fans led to $424 in new revenue. That revenue was also the best kind, because it was on their own website and at full retail, which means it is the highest margin business they earn as a brand.

Mark that as a win for social media!

 

Add a comment

Tags: , ,

Content, Engagement + Growth = Social Media Success

ModernOats-Hoodoffair

At Sircle Media we believe that social media efforts need to be equally distributed between content, engagement and growth tactics. It is our religion and we work diligently on this approach for our clients on a daily basis.

The collage above is an excellent example of how the three all work together and result in a smart and well rounded social strategy. On a recent call regarding content direction with our client Modern Oats, they really wanted us to focus on helping better craft their content message, as a product for the explorer/traveler/adventurer set.

We decided we would do a deep dive on Instagram to look for some content inspiration and source some influencers who we felt embodied this lifestyle and who had a sizable following from that demo.  We followed a couple of users who we felt had the right vibe and engaged with some of their content to get on their radar.  As a result of this engagement tactic, we found @_hoodoffair_ and reached out to him to start up a dialogue.

We asked if he would like to try our product and he said that he would love for us to send him some. This was done with no promise of anything other than him sampling it and providing feedback. For a photographer on the go, especially one shooting content outdoors, this product makes a lot of sense. We sent some out for him to try (and he loved it) and as a result we landed not just one, but three (one, two, three) free content posts on his account.

In the end, a content strategy call, led us to first deploy some down and dirty engagement tactics. The posts earned 8987 LIKE’s, thousands of impressions and 150+ new followers, all nice growth metrics. To take it full sircle, we also landed three beautiful images that we could then repurpose into our feed, rounding out our content efforts.

We call it: The Sircle of (social media) Life. ;)

Add a comment

Tags: , ,

Pay to Play on Facebook: Does it Pay?

2015_facebook_is_Pay_to_play

Facebook is a beast of a marketing platform, that drives amazing results. Period, end of paragraph.

Brands still struggle to get their head around this for some reason.  Facebook (like most platforms) gave “the goods” away for free at first (and for a long time) and once they grew up and decided it was time to make some money, people freaked out. This is a mistake, because A) of course that was coming, B) you just need to be nimble and adjust and C) if you aren’t taking advantage of this paid platform, then you are leaving a lot of money on the table.

I just think everyone needs a reset of sorts, to help them reassess Facebook in general. There is nothing more powerful in your arsenal and you must incorporate it into your digital plan. Remember, when you pay Facebook, you are unlocking their awesome targeting opportunities and you are guaranteeing delivery of content to a specific audience. Not partaking because you are angry that Facebook transitioned to a pay to play platform is the definition of cutting off your nose to spite your face. DON’T DO IT!

Screen Shot 2016-07-06 at 1.54.57 PM

Take the image to the left for example. This client was running a special on Good Morning America and offering a limited time offer of 50% off, as a way to generate e-commerce sales and acquire new customers. They have a very high retention rate (because their products are awesome) and they wanted to bring in revenue to their site (for a short term $ boost) and to help create some new user profiles, that would likely translate to long term and repeat customers. It is all about Life Time Value (LTV).

To help stoke the flames of this offer, we decided to boost this timeline post to two strategic audiences for $50 each. Fans of the brand (many of whom might not have purchased on the website before) and website visitors, who had not yet purchased on their website. This means they had been to the site, but never consummated a sale.

The results: 22,000+ reached, 378 clicks and (not seen here) $953 in revenue from this one post.

This was a solid investment from an up front ROI point of view, and an excellent way to initiate the life time funnel. Now we can implement some email CRM sequences and engage them in a much deeper conversation with the brand.

Did it pay to play?  Yessir.

 

Add a comment

Tags: , ,