Twitter and Fox partnered on testing a new strategy on leveraging “earned audiences” to drive tune-in and higher social engagement around their hit show, Empire. I discuss for my latest for Found Remote.
Job Title: Social Media Community Manager
About: Capital One hosts a yearly mascot challenge with 16 college football mascots. Voting is done socially through Facebook, Twitter, Instagram and through CapitalOneMascots.com.
– Create daily content for Capital One’s social networks, ensuring equal time to each of the 16 individual college mascots and reaching out to key influencers to increase engagement and to drive traffic to the website.
– Worked closely with the Digital Strategist and the team to provide strategic recommendations for the following weeks.
– Managed the community moderation team to ensure social vote submissions were tallied and engagement goals were reached.
I recently participated in Offerpop‘s webinar “Emerging Trends in Social TV.” Here were some key takeaways:
– 72% of consumers are more likely to watch a TV show after engaging with it on social (i.e. driving viewers)
– Successful TV hashtags inspire discussion. Keep the conversation going after the show.
– Keep your audience engaged even when the show isn’t on (something SOA does really well).
– Build a strategy around an upcoming event to capitalize on real-time marketing such as the Super Bowl and the Oscars.
– Facebook needs to get serious about Social TV in 2014.
– In order for Social TV to be fully integrated, it needs to start in the production of shows. Not just throwing a hashtag up on the screen. News programs are leading the way.
– Automatic Content Recognition (ACR) is getting integrated into smart TVs. Syncing up an app with where you are in the TV program. Great idea for those who don’t watch live since we can still enjoy the content as we watch the episode.
– I liked Carri Bugbee’s advice “Experiment! The rules haven’t been written yet.” Social TV is still in its infancy so now is the time to find out what works for your brand.
2014 is definitely going to be a big year for TV and I for one am excited!
Mashable recently published an article that *gasp* said social media wasn’t driving sales for retailers. DUH! Any good social media marketer who has worked with a retailer was not surprised by this information. If you think social media’s purpose is to drive sales – then please delete your social media accounts now – you’re missing the point.
Something I continually have to emphasize with my clients is that sales is not the purpose of social media. It may be a tough pill to swallow but stick with me. Social media is a powerful tool and worth the strategic investment (if you do it right). Social media is a way to create and maintain relationships with current and/or potential customers. There are many ways to do this. At the most basic level, you could answer a customer’s question via Facebook which may help lead to a sale. Although that is very hard to track since it may take several interactions with the customer over a long period of time. What should be your purpose in having a Facebook page (and other social networks) is to carve out your brand’s identity.
Ecommerce and brick and mortar stores are traditionally where retailers made their money and still continues to be. Social media is entirely separated from that facet of the company and like marketing, PR, editorial, and customer service it should enhance the brand experience for a customer. Social media can be many things as I mentioned previously: PR, marketing, customer service and now even content with Vine and Instagram video. However, if you’re not making sales, you may way to take a look at other parts of your business. Is the overall strategy integrated throughout all your touch points? Perhaps the customer had a bad experience with a sales associate in the store that made them bolt? Are your stores clean? Are your locations convenient for the type of customers you want? The responsibility can’t solely lie in the hands of social media. It’s not that powerful.
Think about the current retail market for consumers. It hurts your head! They are flooded with options so social media is a way for your company to break through the clutter and have a more intimate relationship. Brand loyalty costs less than trying to attract new customers. Social media has broken the mold by allowing everyday folks to reach people/brands they never thought possible before like the President. Social media is also a two way street for you to listen to customers and gain invaluable feedback that you’d probably have spent major marketing dollars to gather through extensive focus groups. One of my favorite examples of brands using social media right is when Oreos and Twix fought for a customer’s love. Shouldn’t all retailers be doing that? I know in the age of social media, I expect them to roll out the red carpet.
So you’re not a giant brand with big bucks to spend? Small businesses may find it hard to invest in social media but I think it is worth their investment because it can be the least expensive marketing for their business. Customers are searching the web for new finds and want to have a more one-on-one interaction. Something they might not get from a conglomerate. A tweet from an Etsy seller may make all the difference.
Another strategy that I highly recommend to all my clients is the power of bloggers or influencers (as smart people refer to them as) to help drive sales. If you’re a small business then you can only do so much work single handedly. If you can inspire influencers to spread the word about your brand then they automatically become your sales force. Customers continue to trust recommendations from not only just friends and families but close peers (which can include bloggers) as well. I do think retailers need to work on their blogger outreach more because bloggers hold a lot of power so they should treat them like any other business associate.
Bottom line: Don’t get into the business of social media if all you’re trying to do is push sales. Please save us all the hassle of having to read those awful posts “Come buy our stuff!” However, if you have a great brand and are able to communicate well with consumers those interactions on social media will stick in the consumer’s mind and may affect their purchasing decision down the line. I know they do with me and all of my other social savvy peers. But don’t expect rapid sales overnight.
There’s been a trend in social media that has been happening probably since the invention of social networks. However, it hasn’t been brought to the surface because it was hard to prove. Not anymore. I’m talking about buying followers. I had only been aware of this happening with personal accounts and bloggers but not major brands.
It’s not necessarily the brands fault. It’s a matter of who you do business with. Obviously, larger brands can afford an agency who is supposed to be creating campaigns to gain new followers for these companies but some would rather take the short route.
I never engaged in this nor did this for any of my clients because I found it dishonest and did them a disservice. I believe in engaging your users and they will follow. How can you truly gage your fans, if you bought them? It may take longer and you may have to work harder but for me I felt a since of accomplishment for each new follower I gained. I felt connected to them.
Think about it. If 50% of your followers are not real then you’ll only be getting half of the engagement. If you have 10,000 Facebook fans but only get 10 or so Likes on your posts… how does that show a loyal following? I honestly think 20% or higher is too big of a number. Yes, there are many spammers on social media so there is some room for “fake” followers but don’t let it get out of control. The higher the percentage of fake followers, the lower the engagement for your brand.
The dirty little secret has been exposed with sites like http://fakers.statuspeople.com where you can see which accounts have what percentage of fake followers. I’m hoping being exposed will discourage agencies and brands from engaging in this shameful tactic. But time will only tell.
We need to stop focusing on general numbers. But rather on numbers that truly measure your engagement: Likes, comments, shares, Retweets, etc. Those numbers are the true measure of success in my opinion. Hopefully brands will have to fight for their followers by being creative, engaging and original like any good social media strategist would do.
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