Mobile-Friendly Marketing

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mobile apps advertisingWith people spending more time getting online using their mobile devices than personal computers, brands need to keep up and ensure that their marketing campaigns can be sustained on smart phones or tablets. Here are some things to remember when coming up with mobile-friendly ads:

  • Optimize landing pages so that they show up well on smaller screens.
  • Make sure to give customers access to vital information like street address, city, local phone number, and hours.
  • Keep content especially on social media fresh.
  • Use hyperlocal keywords. Mobile users are most likely to search for businesses or establishments that are within their current location.
  • Use the Facebook Power Editor to target ads for mobile users in their news feeds.
  • Don’t forget to include a call-to-action.
  • Strive to attract new customers but don’t forget about old ones. They have already established trust and loyalty and they expect more from a brand.
  • Optimize mobile advertising while costs are still low.
  • Ensure that ads are visually appealing—make sure that text does not exceed 20 percent of the space. Remember that simpler visuals make the bigger impact.
  • Always measure results and seek to refine your tactics. However, when you have found the “holy grail” tactic, stick with it.

SM Campaigns that Work

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SMMThe success of a social media campaign is best gauged through its ability to persuade people to positively respond to its call-to-action. There is no magic formula for this to happen but there are certain elements that make this form of marketing effort effective.

Ideally, business owners begin with designing a campaign outline, sorting out staffing and roles, tactics and tools, and the modes of implementation. Executing marketing efforts online need the following elements: a compelling and convincing call to action, carrying the campaign outside of social media, and getting the target audience to engage and to create a buzz about the campaign.

In addition, brand owners also need to keep in mind the following:

  • Check out competitor campaigns not necessarily to copy their tactics but to get an idea on what works and what doesn’t.
  • Make sure to consider time, budget, and resource constraint relevant to the brand.
  • Avoid getting overwhelmed with social media. Make sure to establish a strong presence on a few networks rather than a dismal one across numerous sites.
  • Establishing a strategy has saved many business owners from headaches along the way. It is useful to develop a campaign that is specifically designed for social media and not simply adapted from standard marketing methods.

Social Media: Quantity vs. Quality

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Social Media MarketingEstablishing online presence has increased its importance nowadays given that most customers are spending a lot of their time online especially on social networks. Recent statistics show that internet users spend 22.5 percent of their time on websites like Facebook, Twitter, Pinterest, and the like while online.

This paradigm shift has lead brands to setup accounts on every social networking site imaginable without even realizing why they have to do this. According to a recent study, up to 25 percent of small to medium-sized businesses do not have a social media strategy. Moreover, 30 percent of companies respond to feedback from social media, 26 percent include a call to action in their tweets, 56 percent of customer tweets are ignored, and up to 39 percent of companies do not track their social media responses.

Using social media has to be proactive for it to be beneficial for businesses. Even if a brand has an account on all of the social networks available today and it has millions of followers, if there is no interaction and if they do not amp up the quality of their posts and customer service, all of their efforts will be futile.

Quality always trumps quantity. Companies need not have multitudes of accounts to create buzz online. Sometimes, utilizing just a couple of sites is enough as long as one realizes their true value and uses them properly. Focus on sharing the right kind of content and on building communities instead of blindly amassing followers that do not even share the same passion that the company has.

Defining Social Media Goals

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social mediaWith the pervasiveness of using social media for marketing brands, some business owners lose track of how to effectively use these channels to benefit their company. A common mistake that people make is failing to define their goals on social media prior to rolling out their marketing campaigns.

Ideally, brands need to first identify what their purpose is for being in a certain network. They must also be able to figure out how activities on Facebook, Twitter, or their blog can support the general vision they have for their business endeavor.

Basically, there are three goals that businesses must pursue for successful social media marketing. This includes increasing brand awareness and expanding a company’s reach, building consumer loyalty through increased engagement and customer service, and increasing sales through repeated transactions.

Brand owners need to lay out plans that will ensure that these goals are met at the end of the day. Whether they pick only one goal or go the distance and try to achieve all three, the key is to streamline their processes in order to achieve these aims in the future. Businesses need to anchor their actions on these goals from curating content, to developing posting schedule, to engaging with customers, down to responding to queries.

Listening to Customers through Social Media

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SMMSocial media is such a great tool for engaging with a brand’s customer base. Aside from being a platform for marketing a company’s products and services, it is also an excellent channel for hearing out what consumers are saying about and what they need from a company.

Below are some tips for effective social listening:

  • Engage with customers through holding polls or starting conversations. From this, brands can gather information from their fans and start answering their questions. Always be ready to respond to customer queries.
  • Avoid collecting personal information since this feels invasive for consumers.
  • Let consumers know when a brand is available on social media.
  • Be sure that customers can easily find the business online. Utilize various platforms when possible.
  • Utilize the full potential of video through telling the company’s story and through showing its products. Be sure to post this on Youtube so that customers will get the chance to talk about the company.
  • Where possible, skip location-related service. This opens the doors for more customers.

The most important thing to remember is that social media can be used to bridge the gap between a brand and its customers. This being said, it is important for companies to leverage this to secure better profit opportunities.

Police integrate social media to investigations

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social media policeCriminals are using social media to steal and commit other crimes. But law enforcement officials are not far behind.

“A lot of folks are just naive as to how much information is actually out there,” said Mike Chapman, County Sheriff of Loudoun.

Currently, Chapman’s department is working with a social media company named Connected to the Case.

“They’re able to go in through certain capabilities and be able to scour Facebook for people that are connected to people that we may be looking for and that helps us hone (sic) in on the suspects,” described Chapman.

Much of the information the investigators need are available in public forums. In this platform, law enforcement does not need any search warrant.

According to Chapman, investigators are increasing the application of social media to their daily cases.

Reports also say that Connected to Case can also help authorities search for missing children and track down sex offenders.

Source: WTOP

Financial firms ask for exemptions on social media privacy laws

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social mediaThe Financial Regulatory Authority, an independent regulatory body that aims to protect investors, is lobbying for special exemptions to new and pending state laws that prevent employers from accessing employee social media accounts.

The regulator is asking lawmakers in around 10 states to amend their legislations to allow financial companies to explore employee social media accounts when misuse is suspected.

According to sources, financial firms fear that brokers could use social media to disseminate information that would influence stocks. And, without monitoring allowances, such a misdemeanor would be left unchecked.

At least six states have passed legislation that prohibits employers from requiring employees or applicants to surrender their social media account information, which includes usernames and passwords. More than 30 other states are considering implementing similar social media legislations.

In California, the Securities Industry and Financial Markets Associations unsuccessfully appealed to California Governor Jerry Brown to veto the social media privacy law earlier this year.

Source: CNET



Texting, Social Networking and Other Media Use Linked to Poor Academic Performance

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Social Media Study[Science Daily press release] — The widespread use of media among college students — from texting to chatting on cell phones to posting status updates on Facebook — may be taking an academic toll, say researchers with The Miriam Hospital’s Centers for Behavioral and Preventive Medicine.

According to a new study, freshmen women spend nearly half their day — 12 hours — engaged in some form of media use, particularly texting, music, the Internet and social networking. Researchers found media use, in general, was associated with lower grade point averages (GPAs) and other negative academic outcomes. However, there were two exceptions: newspaper reading and listening to music were actually linked to a positive academic performance.

The findings, reported online by the journal Emerging Adulthood, offer some new insight into media use in early adulthood, a time when many young people are living independently for the first time and have significant freedom from parental monitoring.

“Most research on media use and academics has focused on adolescents, rather than new college students, or has only examined a few forms of media. So we were curious about the impact of a wider range of media, including activities like social networking and texting that have only become popular in recent years,” said lead author Jennifer L. Walsh, PhD, of The Miriam Hospital’s Centers for Behavioral and Preventive Medicine. “We also wanted to know how media use related to later school performance, since there aren’t many longitudinal studies looking at media use and academics.”

Walsh and colleagues surveyed 483 first-year college women at a northeast university at the start of their freshmen year. Researchers asked students about their use of 11 forms of media (television, movies, music, surfing the Internet, social networking, talking on a cell phone, texting, magazines, newspapers, non-school-related books and video games) on the average weekday and weekend day during the previous week. In January and June, participants reported their GPAs for the fall and spring semester, and they also completed surveys about academic confidence, behaviors and problems.

The study yielded some interesting findings, Walsh said. In addition to data suggesting that college women use nearly 12 hours of media per day, researchers found that cell phones, social networking, movie/television viewing and magazine reading were most negatively associated with later academic outcomes, after accounting for their fall academic performance.

But exactly how are media use and academic performance linked? “We found women who spend more time using some forms of media report fewer academic behaviors, such as completing homework and attending class, lower academic confidence and more problems affecting their school work, like lack of sleep and substance use,” said Walsh, adding that the study was one of the first to explore mechanisms of media effects on academic outcomes.

Researchers also believe the findings demonstrate the central role of social media in the lives of college students, and suggest these forms of media are used more on campus than off.

“Given the popularity of social networking and mobile technology, it seems unlikely that educators will be able to reduce students’ use of these media forms,” said Walsh. “Instead, professors might aim to integrate social media into their classrooms to remind students of assignments, refer them to resources and connect them with their classmates.”

Academic counselors might also consider assessing college students’ media use and encouraging them to take breaks from media, particularly while in class, studying or completing assignments, the researchers also noted.

Blab identifies and predicts promising social media conversations

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blabBlab is launching a program that will allow businesses to predict which social media conversations are going to be important.

In a brief demonstration, Blab co-founder David Snelling showed TechCrunch how the tool would work. The platform uses a visualization tool that highlights up-and-coming topics—it identifies engaging and unique content. Best of all, it does so 72 hours before the topic actually becomes talked about.

Of course, Blab can only predict from a conversation that’s actually started. It can’t predict news items that will roll-out! Still, this platform would be a great marketing tool.

“If you’re going to create long-term content, you want it to be where [consumers] are going to be landing, not where they are now,” said Snelling.

Snelling says that Blab focuses on online user behavior on the topic. He also mentioned that the platform can make accurate predictions with as little as 30 minutes of data. But, Snelling assured, the software becomes more accurate as it collects more data.

The technology can also identify influential users and find relevant comments.

Source: TechCrunch

The Rock and John Cena square-off in social media

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Rock vs CenaDwayne “The Rock” Johnson and John Cena took center stage as the main event for Wrestlemania, the biggest wrestling event of the year. While Cena took the victory in the ring, outside of it—specifically on social media—the results were tightly contested.

Based on stats and figures from HootSuite—which launched a social media tracking campaign for Wrestlemania, the Rock dominated Cena in terms of online mentions. The research covered social media conversations, including Tweets, Facebook Likes, and other mentions.

While The Rock was ahead in terms of social media conversations, Cena did manage to score more Likes on Facebook.

In the past, Hootsuite also created a social media tracking campaign for the Super Bowl.

Source: Forbes