Early last year, we began a search for our official social media partner. Due to the varied nature of our client list, the sheer number of profiles we managed on a daily basis, and our commitment to cross-media integration, we needed a robust platform that could grow with us and be responsive enough to handle our requests and recommendations. After testing six different platform, including industry leaders Buffer and Hootsuite, Sprout Social was our ultimate choice. Together we have grown over the last year and we are both taking our next great leaps together.
“But what does that mean for me?” Good question. We’re very excited about the answer!
The Sprout platform has already enabled us to offer incredible results for our clients. Their content curation and posting abilities are strong compliments to our unique, cutting-edge social media strategies. When it comes to social, we strive to be a social media partner. Our clients routinely outperform industry standards for engagement every month. Now we will be working more closely than ever with Sprout and creating new opportunities. These are just some of the tools at our disposal for the benefit of our clients:
From Day 1, Arkside has always believed in treating our media vendors like partners. We treasure our relationships because the media is a partner in the success of our clients. That approach has paid tremendous dividends. This week is another shining example. Sprout has worked with more than 17,000 clients over the last seven years including UPS, Bentley, Hyatt, and Stanford University. They have won more than 25 awards since their founding. We are honored to be chosen in a small group representing less than 0.004% of their client roster to help launch their new Agency Partner Program.
There are thousands of individuals and agencies to choose from that offer social media management. As Founding Members of the Sprout Social Agency Partner Program, we collaborate with their amazing team which elevates our abilities to drive new brand awareness and revenue to your business. We offer expertise in organic and paid social media campaigns. Beyond social, we can analyze, optimize, and integrate other media such as radio, billboards, and Google into your media mix for the best possible ROI on your marketing investment.
For organizations that have an in-house marketing team, we work with seamless collaboration to ensure success. They are a vital element of content development. Our CEO and Digital Coordinator can train your existing staff (once or at regular intervals) on the latest social media best practices, internal process development, crisis management, and employee empowerment.
If you are looking for a social media partner to see the best results from social media, contact us today. The consultation is free. We can even perform a confidential audit of your existing vendor to identify potential areas of improvement. Give us a call and let’s explore your possibilities!
Wondering how to engage with your target audience and tap into a larger audience of potential customers? TV is a great way to do it. “But wait,” you say, “isn’t this about Twitter?” The following Twitter case study will show you how Arkside Marketing can use Twitter to harness an engaged TV show audience and make it work for you!
22.1% of adults text friends/family about content while watching it.
By now, you have probably heard of “live tweeting”. Fans from around the world can connect in real-time over their favorite TV series or live event. For advertisers, it is a great way to connect with an audience of loyal, interested fans. Go on Twitter during a Monday night showing of The Bachelor and you’ll see hundreds of thousands people tweeting their dramatic reactions and raw emotions to what is happening on screen. Shows like the Biggest Loser, Scandal, and The Walking Dead have huge audiences that follow along on Twitter. These are called “multi-screeners”. They utilize two or more screens simultaneously; Twitter and television, in this case. Some shows take matters into their own hands and have cast members live-tweet during the show to enhance the conversation. You can participate and join the conversation as an expert! When done professionally, your involvement can expose you and your business to a new, captivated audience of potential customers.
12.3% of adults Tweet about a show’s content while watching it.
Our goal with this Twitter case study is to show we approach Twitter live-tweets and the benefit it brings our clients.
A medically-supervised weight loss program in Riverside, CA. Their program uses a combination of high quality meal replacements, appetite suppressants, exercise guidance, and dietary management.
Part of our strategy for the client was to increase their brand awareness and explore opportunities with new markets. Shortly after the strategy was approved, we learned that the TV show, My Diet Is Better Than Yours, would be airing their season finale. This was a high profile opportunity to introduce the doctor (proprietor of the business) to his unreached audience. The client was briefed on the logistics and agreed.
My Diet Is Better Than Yours is a television show on ABC that pits weight loss experts and their diets against each other to see who really has the best diet technique for their “patient”. The diets combine diet and exercise to see which diet can yield the highest percentage of body fat lost over the course of 14weeks.
The client would watch the show live and text his thoughts to a member of our digital team. These texts would then properly condensed and hashtagged with appropriate account tagging to be tweeted. Our team member would then monitor the account for engagement: Likes, Re-tweets, and inclusion in conversation. They would then reply as appropriate from the client account.
We live-tweeted the finale of My Diet Is Better Than Yours, which lasted 2 hours. The client was prepared by our team with what type of reactions would work best and how our team would convert his reactions into tweets. Our team member made sure that every tweet contained the hashtag for the show, and made sure to tag appropriate parties in each tweet. Each tweet went out no more than 60 seconds from when the doctor’s reaction was received. If someone mentioned the client in a tweet, our team member would then engage in a conversation with that person on behalf of the clinic. If any questions came up that needed an expert opinion our team member would promptly text the doctor.
Over the course of the 2 hours we:
This is the highest monthly engagement rate achieved on the client’s account as of this live tweeting event and nearly double the engagement rate of the previous month.
Summary: As you have seen in this Twitter case study, engaging with your target audience can be achieved when done professionally. It takes an understanding of Twitter best practices, experienced staff, and a strong relationship with a client. Most importantly, it can be enjoyable for everyone involved. Seek out the interests of your target market and align your efforts accordingly. Doing so creates a better relationship with your current audience and can help earn new, relevant relationships.
If you would like to learn more about how Arkside Marketing can help your business find success on Twitter and how to integrate with your other marketing efforts, contact our office today. The first consultation is free and we will analyze your social media at no charge.
It isn’t a rumor, nor is it a conspiracy. Facebook organic reach has been slashed. Facebook has admitted to changing its algorithm so businesses (or anyone else with a Page) are forced to pay if they want their posts to be seen. While most businesses saw a decline to about 15-20% organic reach last year, many are now reaching only 2%. In the case of the Arkside Marketing Facebook Page, we are seeing 5-8% consistently.
Facebook has become the bridge troll with a pay-to-play model.
The origin of this change reaches back about a year and a half. Facebook had one billion users and was the place to be. Many Fortune 500 companies were clamoring to get on the bandwagon but still hadn’t figured out how. Even at the end of 2012, only 66% of the F500 were on Facebook, let alone using it effectively.
But in May 2012, General Motors’ firebrand CMO, Joel Ewanick, made the decision to fire their social media agency of record and stop all advertising on Facebook. Quick way to save $10 million. The stated reasoning was that they didn’t see any substantial return on their investment so they would stop advertising and continue with their organic Facebook Page fan base of a few million followers.
Even with Facebook making it impossible for brands to reach 100% of their followers, most were still seeing what you posted. Why advertise? Faceb0ok was cannibalizing itself. Why buy the cow when you can get the milk for free?
Not only did they just eliminate themselves as a top Facebook advertiser (and revenue source), but they did this the week Facebook had their IPO. Ouch.
We believe Joel was right.
Ewanick and General Motors exposed the flaw in Facebook’s plan. Spending wasn’t necessary because people were organically finding, Liking, and sharing brand content.
Facebook had to fix the giant hole in the ship. Now you have to pay to get on board.
Post-IPO, Facebook has been under immense public pressure (especially from our own Founder who has had issues with the platform). They have been busy addressing their failure on mobile devices and an unfriendly ad platform. Organic results were odd also. For many years, it has been frustrating for businesses on Facebook because they are treated badly. Even when a customer says they “Like” a business, Facebook doesn’t see that as permission to show your content. In their belief, just because a customer says they “Like” something, that doesn’t really mean they want to see anything from it.
In high school, guys wanted “no” to mean “yes”.
On Facebook, “yes” actually means “no”.
Now, “yes” actually means “no way in hell”. So what is a business to do? According to Facebook, a business is to pay for ads.
“Your brand can fully benefit from having fans when most of your ads show social context, which increases advertising effectiveness and efficiency“.
Perhaps the most offensive and glaring admission is this:
“We expect organic distribution of an individual page’s posts to gradually decline over time as we continually work to make sure people have a meaningful experience on the site.“
If someone tells you they like something and you block them from seeing it, how does that equal a meaningful experience?
1) Save Money and Reach Fewer People
There are many social media agencies and managers that we have spoken to whom have told us they will be focusing less of their time (and their client’s money) on Facebook Pages. In their view, the task of reaching a fan base is so time consuming and expensive that better results can be found on other social media or even traditional media.
2) Spend Money and Reach More People
Other social media agencies and managers have said they will pay, if necessary. Facebook wants to command paid media and may be a force that is too large to ignore. For those companies with substantial followings in the thousands or hundreds of thousands, a marketing investment may be a wise decision.
At Arkside Marketing, we have saying, “advertising is an investment. If it is only an expense, you are doing it wrong.”
3) Leave Facebook
Yes, we’re serious. For some businesses, the Facebook Page organic reach may have provided a nice bump in social interaction, but their new model decreases the return that could possibly be achieved. Could that time be better spent on other social platforms such as Twitter or the SEO-friendly Google+?
In the spirit of full disclosure, we have not recommended that any of our clients abandon Facebook. Each of them can continue to successfully reach their audience, but to a smaller degree. We also plan to continue our own Facebook presence, but will reduce our advertising to large announcements.
Although we agree with his decision, we blame Joel Ewanick for this. Ultimately, it would have occurred anyway. Facebook had to realize their shortcoming. But now that it is here, what will your business choose? The pay-to-play model is here to stay, mainly because it doesn’t seriously infringe on Facebook’s main product: its users.
If you would like an objective evaluation of your social media presence and strategy, contact our office.
In case you haven’t heard, Twitter plans to go public with an IPO sometime in 2014. Cheekily, they made this announcement in a tweet. Now they are under intense pressure to prove their value. How can Twitter be profitable? Can it grow? Can it help business? How will it attract advertisers? With a recent blog post, Twitter has set out to prove that tweets drive offline sales.
Twitter partnered with Datalogix to determine the impact Promoted Tweets (and tweeting in general) had on offline sales. Despite the surging popularity of social media with businesses and their consumers, 94% of purchases in America are still made offline, according to the U.S. Census Bureau.
So how can businesses use Twitter to impact their offline sales?
Promoted Tweets, according to Twitter.
The logic is fairly simple but execution is key. Tweeting is about condensing any idea or action into a message of 140 characters or less. The people that see those messages have just become a branding audience and, in most cases, the goal is to move from branding to action. You want people to act on the information or call-to-action you provide.
When 35 CPG brands were studied, it was determined that Promoted Tweets (one of Twitter’s advertising products) directly correlated to a 12% sales lift offline. Also impressive, organic Tweets helped push an 8% offline sales lift.
Impressed? Wait, there’s more. (We’re not cheerleaders for Twitter. This just happens to be excellent marketing data that we believe can help our clients achieve great success in social media and gaining incremental sales. You want to sell more, right?)
Twitter’s data also showed that customers exposed to Promoted Tweets bought 29% more than customers who were only exposed to organic Tweets.
Twitter has helped advance the measurement metrics of online promotion affecting offline sales. It is a critical tool for any brand who seeks to grow their business with the inclusion of social media in their marketing mix. Verifiable sales are an element of measurement, just like website traffic, online buzz, or media coverage.
Facebook also had a recent announcement about conversion from online ads to offline purchases. This segment continues to grow and should not be ignored.
It is becoming more difficult for skeptics to deny the importance of social media in marketing. Its importance has been documented for SEO objectives and its genuine dollars-and-cents value is being better quantified every day. If you would like to learn more about effective social media and how it can lift your sales, please contact Arkside today.
It was recently reported by Searchmetrics that Google is strongly prioritizing social media activities in their ranking algorithm. This knowledge should have profound implications in the SEO strategy of your company and how you include social media in your overall online plans. The SEO strategy you have built with your Arkside consultants incorporates this information already and we encourage you to utilize these best practices in your social media efforts.
Seven of the top 10 factors in a website’s rank involve social media. They are:
1) Google +1
2) Facebook Shares
4) Facebook Total
5) Facebook Comments
6) Facebook Likes
The importance of social media elements has been a growing trend in Google’s SEO algorithm and 2013 seems to reinforce that notion. Although backlinks continue to remain vital, there are other factors which have decreased in importance such as keywords links and domains. It is interesting to note that Google is specifically including Facebook, Twitter, and Pinterest, while ignoring LinkedIn which is a hub of deep knowledge on nearly every possible industry. We’ll have to see how or if this evolves over time. When sharing your content on social media, remember that people don’t want to see you talk about yourself all day. For every 7-10 social media posts you make, one should be about you.
Also of note in the report are the on-site elements Google is looking for. It is no surprise that “content is still king” and Google wants websites to create unique content that is valuable to the intended audience. As a contrary example, the Arkside Marketing blog is filled with information about the company, areas of marketing, best practices, and client profiles. If we suddenly began blogging about fishing or the latest updates to IRS tax code, Google might devalue our site for being grossly off-topic. Ensure your website has fresh, unique, and quality content in order to build your authority on your topic(s). These are the on-site factors examined by Google:
Missing from the first list in this blog post is #3 – Number of backlinks. Google still considers this to be a critical metric of your authority on a particular subject. If you have good content, Google assumes people will like it, link to it, and share it publicly via their own site or social media channels. This does not mean you should implement any “black hat” SEO techniques and create blog farms filled with backlinks to your site. White hat techniques are still the unarguably best way to achieve Google SEO success.
While Google hasn’t made many dramatic shifts in their ranking priority from last year to this year, social media has climbed in importance and must remain a key factor in your online strategies. Use social media to promote the high-quality, unique content on your site and encourage people to distribute that content via backlinks and social media sharing. This is how you will achieve digital success.
Businesses large and small can encounter difficulties when integrating social media into their traditional advertising strategy. The opportunities to reach an audience are more diverse with social media due to the variety of sites, not to mention the methods they use to connect users together. The following tips will help you integrate social media with your traditional media such as print, radio, and television.
The same person responsible for your current traditional marketing should also be responsible for social media. They don’t have to do the work, but they should be accountable. You need someone to coordinate the brand, message, and schedule between all of your media properties. This will help maintain cohesion in your marketing.
Show your customers that you are the same company on social media that you are in traditional media. For example, place the Facebook logo in your magazine ad with a call-to-action such as “Like Us On Facebook for Exclusive Coupons!”. Social and traditional media should be used to assist each other. Share your TV commercial on Twitter and other social media the same day it hits the airwaves. Make sure it is loaded on your website or YouTube channel so you can track interactions. Let people know what TV channels they can find it on. We brought a new level of cross pollination to our client, Precision Instrumentation, by including their YouTube channel on all of their product packaging. The channel offers a collection of how-to and self-help videos so their clients don’t have to call a support line for small, quick fixes.
Make sure to incorporate whatever features are appropriate: a “Like” or “+1” button, Facebook or Twitter feed, Share buttons, etc. Integrating social media into your website can give you four direct benefits. First, some social media elements such as Like or +1 buttons give you a search engine optimization (SEO) enhancement. Second, it can add dynamic content that keeps your website visitor updated on the latest news from your company or about your product without having to read a blog or press release. Third, your website visitors now have a direct and convenient link to your social media and can connect with you organically (thereby growing your contact potential in the future). Finally, with a Like, +1, or other Share button, you are enabling and encouraging your visitors to share your content with their friends and family. This is equivalent to handing them a bullhorn and providing a script about how amazing you are.
You may use a newsletter or “email blast” to communicate with your customer database on a regular basis. (If not, please contact us NOW so we can help you get started on this vital marketing component!) But whatever you use to stay in touch, make sure to promote your new social media channels. Tell them to Like you on Facebook, Follow you on Twitter, Follow you on Instagram, Circle you on Google+, or whatever it may be they need to do on a particular social media channel. “If you build it, they will come” only works for strip clubs and open bank vaults. You not only have to tell people where to find you, but what to do when they get there. Make it easy by integrating social media.
Social media is an important opportunity to reach new customers, stay connected with current customers, and showcase yourself. It also allows public promotion and discourse so that your customers can help sell your product or service. Integrating social media correctly with your traditional media will bring new growth to your bottom line with minimal investment. Truly great potential for ROI!
If you would like to schedule a consultation or ask a question about social media integration, please call or email us today. We always promise a response within 24 hours.