Category Archives: Social Media
Positive #TwitterDrop – Great People-Engaging Ideas from Super Bowl XLVIII #sb48 , #Twitter, and the Internets
“To make great content, make it for your customer or your audience, not for yourself.” -Gary Vaynerchuk
That Gary Vaynerchuk quote can easily capture the essence of a “Positive TwitterDrop” – when an Twitter follower inserts a comment that ties into an event stream or ongoing related conversation. Admittedly the phrase Twitterdrop has a negative connotation – it is used for poor-behaving Twitter users who pretend to be in conversation with someone when they are not.
But to be positive in most people’s eyes, apply a festive, playful mood to events in which the conversation is taking place. The images in this post contain positive examples to join a conversation. The key to success is selecting events based on the persona of your desired customers.
Does your customer enjoy American Football? The Super Bowl is fast becoming the event of choice. or does your customer enjoy “Football” – aka soccer? The World Cup fits the bill.
But if your events are on a smaller local scale, the same technique applies. Consider joining the conversation about that event. To get inspired take a look at the examples provided below.
Hillary Clinton made a splash with her mention of Fox news’ coverage of her and Fox Network’s Super Bowl coverage.
The trailer for the Amazing SpiderMan 2 notes the Super Bowl in its tweet. The tweet has a simple intro – “Bored with the game?” with a call to action “Re-watch” the trailer.
This Digiorno Pizza tweet noted the commanding lead of the Seattle Seahawks and noted a benefit from choosing a Digiorno Pizza. To embed well means having a team with a sensibility of what is happening in an event.
This Mercedes Benz Twitterdrop was connected with the 2014 NCAA Basketball championships. Mercedes Benz relied on its image as a comfortable place to be after being in a difficult environment. Embeds can be creative with its imagery.
There are other examples of embeds, not necessary tied to the world of sports…
With the Muppet movie “Muppets Most Wanted” Disney embarked on a campaign that “embedded” Muppet characters everywhere. In this example, the Muppets join Jimmy Fallon for his transition to the Tonight Show – it was a fit since both Fallon and the Muppets sing in their respective programs. Embedding is about a proper fit of character behavior to make the experience natural. Note that this example was on Facebook – an embed can be anywhere on social media.
This University of Maryland Tweet shows how even a university can embed on an embed campaign, using factoids. In this case, the university reference Muppet creator Jim Hanson alongside a mention of a Muppet appearance in a Toyota commercial.
Finally even a hat can be an embed moment. Pharrell’s hat, which garnered attention at the Grammy Awards, earned the rightful attention of Smokey The Bear, reintroducing a character into the media spotlight and highlight attention to a public safety message.
Know some great examples? Share your ideas for a great Twitterdrop on this post.
Mobile food trucks are very popular in urban area these days, having become a staple of urban downtowns, be it Chicago or New York. Businesses like Fire and Rice (@eatFireandRice), a mobile food service truck based in Washington DC, have leveraged social media to connect with customers.
But launching a restaurant of any kind is not easy, even if that restaurant has four wheels for the kitchens and plenty of outdoor seating.
Food service businesses can be a muscle-achingly consuming effort to run, so analytics needs to be super simple to execute. In this case reporting can best impact if it reveals where customers can be best attracted
If you are running a food truck service, here are a few ways to capture a few customers and manage the effort with measurement.
- Set up a website page dedicated to provide key information about where your trucks serve. set up a conversion report in your analytics and set tags in a tag manager for specific downloads, such as a menu or coupons in a pdf.
- Announce locations using a hashtag phrase to let customers know where to look (Facebook, Google Plus, Instagram and Twitter).
- Consider offering coupons via mobile device. Have a dedicated page that your team can reference in the field, or create a coupon at a particular social media platform to build followers. Again, a tag managed with a tag manager can be used to track how coupon campaigns are shared in social media.
- Adding photos for Pinterest, Instagram, Google +, Facebook should set the expectation of how the business is doing, how customers are experiencing the food, and can convey the atmosphere – what awaits customers who arrive to your truck. Other newer platforms such as Vine can show short videos that show customers. Another, Snapchat, can be used for “special messages” that disappears after a second.
- Geographic maps in analytics can confirm interest from a region. They are not useful for drilling down into comparing traffic from every neighborhood, but useful if sales are spread outside of a major city. A report covering New York City, for example, would not cover Prospect Heights from Washington Heights traffic exceptionally well, but it could reveal consistent visits from towns in New Jersey, Westchester County, and Long Island. These may be worth the drive or investigate the opportunity to spend time.
- For nuanced reporting in analytics, use multichannel reporting to understand which social media is assisting “conversion” – a call to click button for pre-orders for example. You can do the same kind of analysis for social reporting, if your team is more interested in which social media platform is bets supporting your participation, as well as demographic reporting to see if your food service is attracting a certain demographic.
Sometimes redesigning a suite of technological products is like redecorating a house. Once you start with one room, you end with more rooms redecorated to complete a look.
Google was certainly redecorating their house a few years ago. After a revamped Google Analytics solution, along with a search engine updates for mobile search and the even more ballyhooed Google Plus platform, Google released YouTube Analytics, an analytics platform for YouTube managers that replaced Insights and was a significant response for the emergence of increased mobile video viewing in the marketplace.
eMarketer released an article noting the growing rate of mobile video watching. Total US Online viewers reached 158.1 million in 2011 – that’s more than 50% of the US population. In the article, PaulVerna, eMarketer senior analyst, noted the significant sources for the trend.
“Audience growth over the next four years will come from all demographic segments, but it will be more pronounced among preteen children, older boomers and seniors. These groups have traditionally lagged teens and younger adults in their video viewing activity, but the gaps will start to close as the market matures.…”
Add Verna’s statement to YouTube’s current recognition as one of the largest search engines. Mix those points with Google’s introduction of mobile-centric features in its online search engine, and you have a recipe for YouTube Analytics.
You can find my first impression of YouTube Analytics in my All Analytics post. Since that post was issued, a few new protocols have been added to impact the value of YA metrics. Google has focused on requiring YouTube viewers to have a Google account to comment on YouTube videos. Comments are also sorted by relevance than the date posted. The creator of video has higher priority for relevancy, follower by commentators who are signed in a Google Plus account.
The interesting responses has been from YouTube “users” who do not wish to be logged into a Google account to provide their commentary. They are suspicious of Google with respect to privacy and simply do not want to complicate their right to speak anonymously. This CNN post summarizes the complaints. Furthermore, a report from Digital Trends noted that Google uses YouTube “superflaggers” to identify abusive comments.
The comment-clensing strategy is meant for more than reducing off-color comments. The strategy also supports YouTube’s increased influence in entertainment as a source for new music or information on movies. Nielsen ratings and Billboard, two long-established measurement agencies in television and music, include YouTube views into their metrics.
From an analytics perspective, this development reflects today’s digital effort to clean data sources. To make better sense of the metrics analyzed, data quality is essential. Removing poor comments on YouTube reflects eliminating the “poor data” from comments. Comments can be analyzed for better understanding what videos appeals to customers, though an argument can be made for having an opt-out for those who want to comment and debate without everything on a Google-controlled platform.
Still looking for the best awareness for your business online? Make sure your decisions are not overly focus on just the top of search, despite the research that has shown its great value.
Business owners should take care to treating each element of a digital marketing strategy. An appearance on The Top Page of A Google Result page as one tactic, but it is not a salvation tactic for all marketing needs. The goal of a digital marketing plan, be it from SEO, social media, or paid search, should be an improved exposure for a site beyond branded search terms. But it is possible to gain customers from other means than a SEO-only approach.
Moreover, in the last few years, search engines have incorporated social media mentions – Bing added Facebook indication for Facebook users who search on Bing. Google has connects with Google Plus as well, though organic search reporting in Google Analytics masks which keywords lead to a site arrival.
So what should a business do? An operating strategy should be educate the customer while they search online. The ways to educated can vary, and will encourage the use of different optimization methods beyond the web page. Below are some other ways to use keyword and phrases in your digital planning.
1. Ask yourself what other steps could be implemented when a top organic SERP is difficult to reach. Paid search has typically been the answer. Today’s paid search features such as a remarketing or enhanced campaign offer new ways to deploy a message and increase conversions.
2. Seek other platforms as a “backdoor” search venues such as YouTube and Facebook (though Facebook does overlap with Bing, it will show Facebook results ahead of Bing) Ask if a highly competitive keyword for paid search can be represented to educate the customer further.
3. Use social media platforms that use hashtags to connect to customer. Some keywords that have a high CPC or a lot of competition within search may be more accessible in social media. With now four platforms that use hashtags (Facebook, Twitter, Google Plus, and Instagram), new ways for people to discover your organization exists. In fact hashtags in Google Plus can appear in Google search results.
4. Review multichannel reports in Google Analytics to figure out if there is an overlap of channels that drive visitors to conversion.
Customers are more informed in a sales process because multichannel messages are occurring for a given product or service. This means you must scale your message. The tips here are not meant o negative organic search. But it does mean developing a marketing plan and budget that assures customer discovery in social media and paid search as well.
Small Business Trends, the premiere resources for small business news by small business owners, named Zimana’s Facebook page one of 46 Small Business Facebook Pages to Follow. The page features posts on analytics related marketing topics such as paid search, social media, vetting analytic tags, and planning reporting strategy. The site also provides news on Zimana, a small business analytics firm dedicated to analytics, and tips for small businesses to improve their measurements and thus improve their businesses.
“This is a great privilege to be selected among an elite number of pages dedicated to the small and medium business market,’ says Zimana founder Pierre DeBois. ”Small Business Trends has been a terrific resource and attracts an even greater community of business leaders. This cherished recognition validates the effort to develop the page as a useful analytic resource, a welcome starting point for analytic planning and discussion.”
Disclosure: Small Business Trends has been a Zimana client, with Pierre currently serving as an associate editor for Small Business Trends’ Business Book selection.