Does Your Content Have Superpowers?

Content marketing | Content Superpowers | PWB MarketingA few years ago, while serving on a social media panel during a presentation to a local entrepreneurial group, I casually remarked that, “Content is everything; social media is just plumbing.” In the years since then, I’ve seen this proven over and over both with clients and with brands I follow. In order to succeed, your content marketing needs superpowers.

This post examines some of the content marketing your brand needs to succeed.

Exceptional Audience Relevance

Social – more than any other medium – has to connect with what your customers and prospects want to learn. If it doesn’t, they’re on to the next thing. Too many marketers are pushing content that THEY want to tell customers, as opposed to information that customers are seeking.

Powerful Stickiness

Remember the old days of “sticky” web content? Where your reason for existence was to get customers to return to your web site? Sticky content and content marketing are essentially the same concept. According to a study by DDB Worldwide and Opinionway, 84% of a company’s fans are already customers.  Only relevant, interesting, and fresh content keeps people coming back.

Incredible Engagement

In his book SocialnomicsEric Qualman observes that social media marketing is, “More like Dale Carnegie than Mad Men. Less about selling and more about listening.” Social is a unique channel because of its allowance for real-time dialogue. Harness this ability with content that asks questions, solicits opinions, and takes other actions to encourage audience response.

Robust Adaptability

Successful content marketers generate content for use across multiple channels. A LinkedIn post might lead to a white paper on your web site, expanding on the post topic. A targeted Facebook ad might direct users to a a topic-specific landing page. Great content is great content – just be sure to recognize the unique nature of each channel and modify appropriately. For example, text on a web page won’t make a dynamic Pinterest post without adaptation.

Brand Power

What does your brand stand for? How are you positioned? What is your unique value proposition? Content marketing should clearly and consistently support your brand and values. If you don’t have a clearly defined set of brand values, we can help you with that.

These are but a few of the content marketing superpowers your brand needs. Want to know the others? Or put this to work? We should chat.

-Sean-

Digital Advertising Assistance Needed?

Does someone need support for sagging kankles?

Digital Advertising

This example of digital advertising is a good reminder that before running ads, there are several key things to consider:

  1. How many characters are available in the title line?
  2. How many characters are available in the ad copy?
  3. How many lines of ad copy will be visible?
  4. How will my ad appear?
  5. What size image should I use?
It is also a good best practice to review of the ad before it goes live. Read the copy and how it flows, does it make sense to your intended target audience? In this case, we’d really like to know what an ankle bra is.

 

For more information on the specifics of Facebook advertising, be sure to read the Facebook Ad Guide. If you need help with your Facebook ads, Google ads or any digital advertising, please call us at 734-995-5000. 

Tips to Prevent Compromised Facebook Accounts

I always check into my client Facebook accounts first thing in the morning. Often I read what’s happening in the industry and find any “news” that I see coming through the various feeds. This morning at 6:30 a.m. I noticed a post on one of the social media sites I follow, it mentioned a large scale Facebook hacking. By the time I got into work, the story was all over the news, and the sites were taken down temporarily by Facebook.

As compromised Facebook accounts are becoming bigger news, here are several tips to prevent Facebook pages from getting hacked – Essentially it all starts with the basics!

  • Don’t click on strange links – Ever!
  • Don’t click on friend requests from unknown parties.
  • If you come across a scam, report it immediately.
  • Don’t download any apps you aren’t certain about.

Facebook Security

When setting up the Facebook page, consider enabling login notifications. This will alert the page manager (you) by text or email, that someone is trying to log into the account. Consider too, that it is a great idea to review and re-review security settings and to do it often. Settings change often enough, so schedule the times you plan to check the settings.

Lastly, when using Facebook from places like hotels, airports, coffee shops, or anywhere that does not have a secure connection, text “otp” to 32665 for a one-time password to your account!

For more on Facebook security.

Compromised Facebook Account

If your suspect your Facebook page has been hacked, there are a few things that should be done as quickly as possible.

If the hacking is a result of an application, removing the accessibility of the app is also important. To remove suspicious app, go to > Home > Settings > Apps and go through the list. Click the > X next to any application that needs to be removed.

If you need assistance managing your social media accounts, please contact us at 734-995-5000.

Social Media Image Size Guide [INFOGRAPHIC]

I have been updating a couple client social media sites recently and realized that it has been a while since we updated a social media image size guide. In fact, June 2013 was the last time I published information on correct sizing of images!

The size of social media images changes from time to time, so having the most current data available is paramount. Each social media profile has unique size specifications and failure to properly size images may result in misalignment, cutting off part of the image or simply not being able to post them. There is nothing more frustrating to me, than seeing a company that does not have consistent branding across all social media profiles, so please feel free to print and reference this social media image size guide.

This infographic is a great source to reference when creating the correct size images for your LinkedIn, Facebook, Google+ and YouTube, Twitter, Instagram and Pinterest.

Having trouble managing your social media? Need assistance with analytics or even initially creating your social media presence? Perhaps a social media audit is necessary. Regardless of your need, PWB marketing can assist your company in getting the most from social media.  Call our office today at 734-995-5000 for your social media answers.

 

Facebook Scheduled Posts

Today as I was looking to load several “scheduled posts” to share on Facebook I ran across a snag – WHERE did the little clock icon go? For those of you that have scheduled posts in the past, there used to be a little clock icon at the bottom left of the post field. When you clicked on it, you could choose a future date and time that posts became visible to your audience.

For some reason though, within this past month, that has changed. The little clock is gone. I understand that change is inevitable. For example if change happens to make things easier or better in some way then I am all for it. In this case though there appears to be no reason for it. The simple button is gone. It feels like the change was made only to justify someone’s job at Facebook. I’m betting that at some point in the future the little icon will be back.

So, how do you schedule a post now you ask? I’ll show you. Next to the word “Post,” on the dark blue button at the bottom of the post field, look for a small arrow. Hover over it to find 3 options.

  1. Schedule a post
  2. Backdate a post
  3. Save a draft

This feature is only available for pages and not personal Timelines. I’m sure it is just as easy to do as it was previously, I simply disagree with the change.

 

 

 

 

New Facebook Admin Changes

Most Facebook Page administrators know the frustration of posting updates and commenting on a post on it. First you needed to be either using the page as the “business” then you needed to toggle back and forth to “use the page as.” Within the last few days though I have noticed Facebook Admin changes that have made posting, commenting and liking a page a little cleaner.

Facebook Page Administrator

Users can still use the top drop down arrow (#1) to choose the Page they wish to administer. This allows the Facebook Admin to view only the content for that Facebook Page including the Wall for that page. In doing this Page Admins will know they are on that page by how the name appears at the top. It clearly indicates what Facebook Page being viewed and worked on. This will allow the Facebook Admin to also view who posted comments (#2) on the wall should there be several Page Admins.

In 2011, Facebook introduced the option to post on a Page as an individual or on behalf of the business or group the Facebook Page represented. This was done by clicking a link at the top of the page to either post as “PWB Marketing Communications” or, as in my case, as “Tammy Mayrend”. Pages now automatically post as the page you are administering for.The toggle link at the top of the page is no longer visible. In posting this way, I still see some personal content, the user can still see their name and profile icon, however when typing in the content field, the update posts as “The Page” (#1).

I know, terribly exciting, so what are the Facebook Admin changes? This is where I get a little excited. I work with multiple Facebook Pages with several of the Pages having multiple Page Admins. Sometimes posting to a Page is challenging to those who don’t post  often. I know many Page Admins who struggle with Liking and Commenting on posts without clicking over. In essence they “Like” and “Comment” as the Page and forget to toggle over to “Like” or “Comment” as themselves. This latest Facebook Page change, helps those sometimes users.

The change I noticed is this:

See the little drop down arrow above the comment field? It allows Page Admins to choose to “Like” or “Comment” as themselves OR for the Page! Such a silly little thing to get geeked about but it sure does make life a little simpler.

And before you ask, no, this is still not the case for those administering sites through mobile. I signed into the Facebook Pages App and that option is not there. I know many Page Admins that struggle with this since mobile is how they access Facebook 90% of the time. This Facebook change appears only to be for desktop users.

So Facebook powers-that-be, can we make this change for mobile platforms as well. If not for the Pages App, then at least for Facebook mobile.

Having difficulty with social media management? We can help. Call us at 734-995-5000.

Social Media Tweetable Facts

social media facts 2014Social media statistics these days are all about big data, how companies are collecting (and using) the data, where this data comes from and how social media sites are used.  Do you know the recent B2B social media facts from fiction? Here are several of the latest Tweetable social media facts to consider – No matter how you look at it though, social media is changing faster than a blink of an eye.

Social Media Facts:

[FACT] Each day, Facebook devours 500x more data than the New York Stock Exchange. Twitter devours 12x more. TWEET THIS

[FACT] Although data mining poses a challenge to today’s marketers, 61% say big data will overhaul marketing practices for the better. TWEET THIS

[FACT] 71% of chief marketing officers feel their organization is not prepared to deal with the impending big data explosion.  TWEET THIS

[FACT] 70% of the Fortune 500 companies, have have a Facebook page. @CNET TWEET THIS

[FACT] 34% of Fortune 500 companies have a public facing blog. @CNET  TWEET THIS

[FACT] 47% of users indicate Facebook influences their purchase behavior. #B2C. TWEET THIS

[FACT] 33% of Facebook users use a mobile phone to primarily access Facebook. TWEET THIS

[FACT] 74% of online adults use social networking sites. @pewresearch TWEET THIS

Don’t “Blow” It – Plan Ahead on Your Marketing Campaign

Last month my shoes finally decided they were not providing enough stability. My knees were returning to having nightly pain. So I grabbed a pair of tennis shoes that I had purchased on clearance. They were a reputable brand but just didn’t seem to be cutting the mustard and I began to feel like the little pig who build his house of straw – Everything was being blown down. I’m wogging (Yes wogging – That is jog/walking) the Detroit Half Marathon at the end of next month though and I really need to make sure my feet and legs are prepared.

That is why I decided to hop over to Running Fit today at lunch. My knees had clearly reminded me what five months of physical therapy last fall taught me – Get good shoes! So jiggidy-jig-jig off I went to get a new pair of stability running shoes.

While I was checking out, I noticed this marketing campaign flier:

Being into social media, I thought it was an interesting idea. So I grabbed a copy to take back to the office.

The Shop Arbor Hills marketing campaign helped me ask lots of questions. Ultimately though I wondered, was this a well thought out campaign or simply a solution in search of a problem? Did their marketing team sit down with complete shopper demographic information, market research and a goal, or did they simply say, “Selfies are hot right now. This would be a great way to get some increased website traffic, improved awareness for the mall AND free publicity.”

When I got back to the office I did some research. I wanted to know – How old are most individuals that take selfies. I know I abhor them. As coincidence would have it, I found some information. According to a small study done by Selfie City, selfies remain largely the domain of young people. Statistically speaking, the median age of a selfie taker is 23.7.

Finding that information though prompted more questions. Was that information considered when starting the campaign? Does that demographic fit with those who shop in the mall? Did their marketing team figure out the percentage of people ages 25-34 or 35-44 that take selfies? Did that matter to them?

I checked out the Shop Arbor Hills Facebook page and also their Twitter feed. Since the start of the campaign I did not find any selfies. Nor did I find mention of their chosen hashtag on Twitter. It is still a very young marketing campaign though, so perhaps it’s not been seen by many. I will be interesting to see how it plays out in the market and who will participate. I’d sure like to know if it will give them their desired results.

This experience though reminded me of an old nursery tale, the Three Little Pigs. The last of the three little pigs knew best; Carefully choose the best materials for the strongest house, since anything less can be blown away quickly and easily by the big bad wolf! It is the same with any new marketing endeavor. For the best results, do your research, gather your information and prepare the foundation for your marketing campaign. Doing so will net you the strongest campaign with the best results.

Facebook Changes Mobile Ad Management – NEW User Friendly Tool

Today Facebook announced the launch of a mobile ads manager that allows for greater management of accounts on the go. Need to pause or resume ad campaigns? Perhaps add to the daily budget or change when the ad is scheduled? These new Facebook changes in the Ads Manager will do all of that while allowing users to view insights and even respond to alerts.

The new Ads Managers (for users of the iOS and Android apps) will be rolled out globally in waves throughout the rest of the summer and will be available  through an Ads Manager bookmark within Facebook apps or on the Facebook mobile site.

Need help getting started in using Facebook ads? Can’t keep up with how quickly Facebook changes? Give us a call at 734.995.5000.

Facebook Targeting – Improved User Engagement

Have you noticed the little target icon below your Facebook post box? It’s next to the icon where posts can be scheduled. It’s called Enhanced Page Post Targeting, and it’s available to Facebook business pages.

Facebook Targeting

By targeting your Facebook posts, there actually may be engagement improvement.

The option allows for a wider range of options, targeting a post by gender, relationship or educational status, age, location and language instead of simply language or a location. Certainly in choosing to target the search parameters are narrowed, however if used wisely, it may have a big impact on user engagement and post interaction.

The best way to know if enhanced targeting will work for you though, is to test it – Good luck! Need help navigating the waters of running your social media platforms or Facebook ads? We can help, give us a call at 734-995-5000.