Mixing the new with the old; digitally speaking.
Social Marketing With Email
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25 Charecteristics of Effective Social Media Campaigns.
Picked this up from Socialmediatoday.com; 25 different characteristics of effective social media campaigns:
1) They spread like wildfire. Effective social media campaigns spread very fast. If your campaign is not spreading, it is not effective. Test the waters with micro campaigns. Learn to swim before attempting to ride the big waves.
2) They are not spammy. Don’t just promote your site links; share something insightful about your company or product. Don’t send out the same message to your community. It is spam…and it is very annoying to them. Even to you. Admit it.
3) They provide value. Value can come in the both physical and mental forms. Effective campaigns provide value in any or both of these regards.
4) They are well branded. Clothe your campaign from head to toe with your company’s identity. Use your logo, your USP or slogans, your colors, and any other thing that defines your business’s identity. Add your brand to every video you produce; don’t add just your website address.
5) They are measured. You need to track your social media marketing efforts. Whether you install Google Analytics on your Facebook fan page or you use Post rank to measure your effectiveness, make sure you work with the data.
6) They have excellent copy. Leave a positive impression in just a few words. Using big vocabulary is not the way to go; making sense is what matters.
7) They don’t ‘sell’. Instead of selling, you should work at generating leads with your social media campaign. Sell to those leads later on.
8 ) They build relationships. Don’t just broadcast. Interact. Building relationships helps build even more relationships. It also increases the perception of value and builds loyalty.
9) They build trust. Be as honest in your campaign as possible. Trust is very hard to earn back once lost. Your campaign should build and maintain trust in your build.
10) They are innovative. Regular campaigns mostly go unnoticed. Innovation adds ‘flavor’ to your campaign. It is the aroma of your campaign and the one thing that will convince most people to take action.
11) They have ears. Your campaign will not be successful unless you listen for feedback. People may have something to say so listen and show appreciation or let them know you are working on it. Never delete a negative feedback.
12) They are well organized. Your campaign needs to be well planned. It should have a first step and an nth step (where n is the number of the last step). Follow through from step 1 through to step n. Don’t go from step one to step 3 to step2. Plan your steps well so it is easy to follow through step 1 to the last step.
13) They are maintained by humans. Don’t rely on automation when it comes to marketing on the social web. It just won’t work. Besides, it destroys trust. Put a human being in front of, in-between and behind all your social media campaigns. I want to talk to a human being not a robot.
14) They are consistent. You need to be consistent with your update (or broadcast) schedules and interact with people who leave replies and comments. If you broadcast once a week and change to 5 times a day, people will begin to question your actions. Unless you give them good reason why you have changed your schedule.
15) They have bait. You need to have some sort of bait to convert visitors into leads. Try eBooks, free products, white papers, discount codes, samples, free vouchers, et cetera. Bait them to get them.
16) They use leverage. They leverage the subscriber bases of their communities and other people’s communities. They also leverage their company strengths.
17) They include a blog. I suggest you have a business blog before you start your campaign. Your blog should be the hub of your social media campaign efforts. Make you install social media sharing buttons to make it easier for others to share your blog’s content.
18) They engage other blogs. You can do this too. Apply as a guest writer for blogs in your target market. Read blogs in your niche and leave thoughtful comments (not just a “thank you”).
19) They are not everywhere. If you want your campaigns to be successful, don’t register for an account on every social media site. That will only burn you out and your campaigns will be fruitless.
20) They have humor. Adding humor to marketing is a cool way of saying “we are a friendly business”. It makes your marketing memorable. A priceless result.
21) They share company events. If your company is being bad mouthed, tell your customers about it. Tell them the truth in it and the lies. Don’t give them the chance to second guess your company. If your company is nominated for an award, tell your community about it. If your company wins the award, tell them. If you lose the award, tell them.
22) They integrate offline marketing. Print some T-Shirts, with your logo, Twitter handle, Facebook fan page URL and your slogan on it and give them out to your customers. Send out paper printed catalogs to your online leads. Add your Twitter and Facebook URLs to your contact address. Integrate offline with online.
23) They use the right networks. Even though Facebook supports videos, video campaigns will do better on Youtube than on Facebook.
24) They use photos and videos. Photos and videos leave a lasting impression on peoples’ minds. The best photo you can use is your logo. When you make a video, put your logo on it.
25) They have a call to action. What is the essence of a marketing campaign without having a call to action of some sort? I suggest you use your social marketing campaigns to generate leads before trying to sell anything. By the way, “signup below” and “call us now” are not the only call to action examples. “Click to view our portfolio” is an example of call to action. Your call to actions must follow a sequence; from your homepage to the last page.
Related articles from around the web.
- 25 Characteristics of Highly Effective Social Media Campaigns (socialmediatoday.com)
- 25 Characteristics of Highly Effective Social Media Campaigns (thecustomercollective.com)
- How to Use Social Media for a Political Campaign (ricksrss.com)
- Social Media Marketing – Engage or Die (slideshare.net)
- 5 Reasons Agencies Continue to Struggle with Social Media (socialmediatoday.com)
Filed Under: International Social Media, i. Resonance Blog Tagged With: Facebook, Marketing, Social media marketing, Twitter
Social Media 2.0 Shanghai conference.
I recently attended a conference in Shanghai titled: “Social Media 2.0: Unleashing the power of conversations to achieve company business objectives”; it featured Jeremiah Owyang, Partner, Altimeter Group, Silicon Valley, USA, Sam Flemming, Chairman & Founder of CIC and Bryce Whitwam, General Manager, Wunderman Shanghai, Nicolas Zurstrassen, Action Sports GM, Nike.
Below is the slideshare version of Jeremiah’s presentation. It’s focus is on universal Social strategy, with a focus on Western media.
Jeremiah also wrote about his experience and learnings while he was in Shanghai; here are a few excerpts; for the full article, click here.
- China’s online sphere already large and growing –with increased disposable income.The largest internet population in the world, 400mm of the 1.3 billion Chinese citizens are online, nearly one third and growing also with an increase in wealth. Google’s announcement of AdMob indicated they are tracking the top visited websites across the world, and wow, has the landscape changed. See this list of the visited websites around the globe, many of them are Chinese such as Baidu (#8), Tencent QQ (#9), and Sina (#11).
- Chinese internet marketing requires a specialized approach. The Chinese online community is vastly different than the West, There are different tools, websites, behaviors, and as a result different takes. I’ve outlined my findings from 3 years ago, if you want to see my previous field notes in this four part series.
- Brands and consumers go to Social Networking Sites (SNS) –not create their own. In the west, it’s common for brands to have their own online community that’s branded using a community platform. Yet, from what I heard, it’s more common for brands to join customers where they are in SNS sites like QQ, in order to reach consumers. They will often have to ‘pay to play’ the SNS sites to participate. Secondly, I met with CIC, who paid me to speak at their event, they are a brand monitoring company that focuses specifically on the online discussion in mainland China for brands.
Filed Under: China Social Media, International Social Media, i. Resonance Blog Tagged With: Business, Jeremiah Owyang, Shanghai, Social media
Digital social influence pyramid.
Tipping point labs recently published their model of social media influence. It begins with the brand message, and then filters down to tiered levels of advocates with varying levels of influence. It’s great as a model to understand how Brand messages effect and recruit engaged customers.
Related articles from around the web.
- 5 Tips To Magnetize Your Brand (smallbusinessbranding.com)
- Age Of Conversation 3 – From Theory to Social Media Practice (andreavascellari.com)
- What we can all learn about social media from @ClassroomTweets (freshnetworks.com)
- Corporate Branding Goes Rogue (adage.com)
- 3 Principles for Building Social Brands (socialmediatoday.com)
- Digital Traces…Where Email, Social Media and Brand Keywords Converge (newcommbiz.com)
Filed Under: International Social Media, i. Resonance Blog Tagged With: Brand, Internet Marketing, Marketing and Advertising, Online Communities, Social media, Social network
Perfection through imperfection.
SmartBlog on social media recently published an article on the perfection of social media by allowing imperfections.The article details a case study by Oregon State University; the beginning of which fear of the unknown dominated; but the end showed a complete overhaul of media spend, and a focus on social media and interaction over traditional media.
Related articles from around the web.
- 5 signs of a weak social media strategy (e1evation.com)
- 7 Ways to Use Psychological Influence With Social Media Content (e1evation.com)
- 18 Social Media Quotes My Wife Is Sick of Hearing Me Say (socialmediatoday.com)
Filed Under: International Social Media, i. Resonance Blog Tagged With: Oregon State University, Social media
The power of word of mouth in China.
The Harvard Business Review wrote an excellent article recently on the power of word of mouth in China’s digital space. Citing examples such as McDonald’s recent McSpicy Chicken Wings campaign, leveraging the woes of competitor KFC’s botched social media efforts.
Interesting stats include: 60% of Chinese seek friend referrals when purchasing products, vs their Western counterparts 38%. The Chinese follow the crowd; the more social proof received, the more likely uninitiated Chinese will follow suit.
China’s unique word-of-mouth infrastructure was also referred to; with Chinese living in close quarters physically, and tied closely to family culturally, word-of-mouth tends to become extremely prevalent in concentrated local environments; for instance, while C’estbon, a bottled water brand, has small nationwide share, it dominates local southern markets with up to 50% of the market.
Great insights; check the full article here.
Related articles from around the web.
- The Power of Word-of-Mouth in China (blogs.hbr.org)
- Hold Off Being Bullish on China’s Luxury Market (online.wsj.com)
- Chines online population passes 400 million (teabreak.pk)
- Yum! Brands Promotes Sam Su to Chairman and Chief Executive Officer of Yum! China Division and Mark Chu to President and Chief Operating Officer, Reporting to Su (eon.businesswire.com)
- Social Media Bubble: Roundup in the Cloud (cloudave.com)
Filed Under: International Social Media, i. Resonance Blog, iii. Resonance Social Media Report Tagged With: Business, China, Harvard Business Review, KFC, McDonald, Social media, Word of mouth
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