Posts Taged social-media

7 Simple Social Media Moves That Work

Likeable Media’s founder, Dave Kerpen, is a social media genius. Below are some recommendations for those willing to dive headfirst into social…


Likeable founder Dave Kerpen personally responds to thousands of Tweets, emails, and messages every day. Crazy, or genius?

Before he started to dole out social media advice for entrepreneurs like you at Inc.’s recent GrowCo conference in New Orleans, Dave Kerpen, chairman of Likeable Media and now founder of offshoot Likeable Local, had a few things he wanted to get out of the way.

First, he said, social media is not free. Second, it won’t bring you immediate results. And, third, it can’t make up for a bad product or service. If you can cope with all that, you’re ready to learn how–and why–Kerpen still recommends you get involved:

1. Listen, Then Talk

A couple of years ago, when Kerpen went to Vegas, the check-in line at the Aria hotel where he was staying “took forever,” he said. So Kerpen did what he does best–took to Twitter, and quickly posted: Waiting on line for 45 minutes at the Aria. Not worth it. #fail Did he hear anything from the Aria? No. But he did hear from the Rio, a hotel down the street. Within two minutes, the Rio Tweeted back to Kerpen: Sorry you’re having a bad experience, Dave. Hope the rest of your time in Vegas goes well. Kerpen didn’t switch hotels on that trip, but where do you think he stayed the next time he went to Vegas? The Rio. And he “liked” the Rio on Facebook. And sometime later, a friend going to Vegas saw that Kerpen had “liked” the Rio, so asked if Kerpen would recommend the hotel. His response? “I don’t think it’s the fanciest, but I know that they listen,” Kerpen recalls telling that Facebook friend. Kerpen pointed out that all the Rio did was pay attention to Twitter, and respond with empathy. Kerpen recommends you do the same thing, regardless of the business you’re in. “If you’re an accountant, go to Twitter and search ‘need an accountant’,” he said. “Your customers are asking for you.”

2. Respond (to Everyone!)

Kerpen said 60 percent of brands–mostly big ones–currently do not answer customers or prospects on Twitter, Facebook, or other social media. As a result “you have a huge competitive advantage if you respond to your customers–and theirs,” he said. (Case in point: the Rio hotel in Vegas.) If a customer complains, don’t delete. Instead, you have an opportunity to respond publicly that you’re working to solve the problem, and will send a private message to the individual so it can be fixed. “We all know that companies are going to make mistakes,” said Kerpen. “The problem isn’t when companies make mistakes, it’s when companies don’t say, ‘I’m sorry.'” Instead, if you delete a complaint, you’re sending a message that the person who wrote it doesn’t matter, and you’re, in essence, “inviting him to go tell someone else, to start a petition,” warned Kerpen. The only types of posts you should consider deleting? Those that are obscene, or bigoted. When you respond, do it in your brand voice, whatever that is: serious, funny, full of puns, scientific, whatever. As long as it’s true to the brand.

3. Tell, Don’t Sell

Social media is most powerful when you use it to tell personal stories, not to sell your products, Kerpen said. Kerpen likes to tell the story of how, when he and his then fiancé couldn’t afford a lavish wedding, they raised $100,000 from sponsors and got married at Brooklyn Cyclones park. That personal story, he says, helped propel Likeable into a $7 million business. Didn’t get married at Shea? Consider your humble beginnings, your personal leadership characteristics, customers who have overcome obstacles, employee challenges, community or charity partnerships. Look at your employees, products, or customers, and identify a story people will want to talk about, and disseminate it across social media. If yours is a business-to-business company, tell a story on social media using webinars, e-books, and white papers. “The only thing better than telling your story on social media is to inspire your customers to tell your story,” said Kerpen.

4. Just Be You

On this, Kerpen quoted Oprah Winfrey, who said: “I had no idea that being your authentic self could make me as rich as I’ve become. If I had I’d have done it a lot earlier.” As Kerpen puts it: “When I am authentic, when I am vulnerable, when I am me, customers want to do business with me.” Who does a lot of this on Twitter, according to Kerpen? Foursquare founder Dennis Crowley, who has even posted about where he lives.

5. Advertise (Better)

Social media is not just touchy-feely, said Kerpen. It can drive leads, and sales. On Facebook, rather than just get your ad in front of huge a swath of people, you can target the right people–based on job title, interest, age, location. “Every single piece of data that Facebook’s got on people you can target based on that,” Kerpen said. “What’s cooler than reaching a billion people on Facebook? Reaching the right 1,000, the right 100, the right 10, or the right one.” Another perk of advertising on Facebook? Word-of-mouth endorsements. You can target ads against just the friends of people who have “liked” your brand on Facebook, and when those people see your ad, they will see listed the names of their friends who like your brand, too.

6. Give Stuff Away

If you take 10 percent off, you’re marketing, 50 percent off, you’re giving away value, 100 percent off, you have loyal customers for life, Kerpen quipped. Give away good content, webinars, articles, and white papers. “I’ve had two people come up to me and say, ‘Thank you for all that valuable information you gave away, I’m starting my own social media agency,’ but I also got dozens and dozens of inbound leads because of all the value we put out there,” said Kerpen. Recently, a new client told Kerpen she had $250,000 to spend on social media marketing she’d move to Likeable because of all the free, yet useful information the company has made available.

7. Be Grateful

In your social media posts, regularly thank your customers, and partners. According to the non-profit organization, Kerpen said, of those people who received a thank you note, 38 percent were more likely to donate again. He writes three thank you notes every day. “It puts me in a great mood every single time,” he said.

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DDB's Digital Exec on Creating for Instagram and Lovin' It

DDB discusses digital strategies for some big brands (State Farm and McDonald’s!) DDB and other Omnicom teams will be marketing via Instagram after signing a $40 million deal. Wow!


DDB’s Azher Ahmed is a part of the creative team working for brands like State Farm Insurance (consumers might recall the “discount doublecheck”) and he is at SXSW talking with clients about digital strategies.

Also, DDB parent company Omnicom Group, which is merging with Publicis Groupe, just signed a deal worth $40 million to market brands on Instagram. Who better than Ahmed to discuss the potential for such emerging marketing platforms? He helps run McDonald’s Instagram account, and is experimenting with different ways to engage users there.

It’s all about “participatory content,” he said. One example he shared was when a user posted pictures of model cars built out of McDonald’s food containers.

“The social media team picked that up and turned it into an Instagram video where it was a stop-motion car that was moving,” Ahmed said. “That demonstrates a couple of things. A: That we’re paying attention to what’s happening out there and people are obviously passionate about our products. B: We’re willing to take it and remix it, which is very much a part of Internet culture. And C: We’re putting it out there in a form that it wasn’t originally video, but now it is, and it’s actually traveling much farther than some of our other content that we might have felt was a little more brandy.

“So I love it.”

Below, Ahmed discusses via Instagram what criteria he uses to determine whether a platform is worth pursuing as a marketer, and what type of content plays well in those new space

Read more from the source: AdWeek

Facebook Said to Plan to Sell TV-Style Ads for $2.5M Each

Capitalizing on the high performance of video on Facebook, the social media platform is expected to start offering 15-second spots later this year.

Facebook Inc. (FB), seeking to break the long-held dominance of television over advertising budgets, plans to sell TV-style commercials on its site for as much as $2.5 million a day, two people familiar with the matter said.

The world’s largest social-networking site, which has 1.15 billion members, expects to start offering 15-second spots to advertisers later this year, according to the people, who asked not to be named because the plans aren’t public. Facebook rose above the $38 initial public offering price in early trading.

The move would follow efforts by Facebook’s online rivals to capture ad dollars that have traditionally gone to TV networks. Google Inc. (GOOG) began funding original content channels on its YouTube video-sharing site in recent years, giving it a more curated venue for commercials. A year ago, AOL Inc. (AOL) started HuffPost Live, a CNN-like video stream running five days a week.

With Facebook, the idea would be to capitalize on the millions of users who actively check the site on a daily basis, including during the prime-time hours coveted by television advertisers. As of last quarter, 61 percent of Facebook members were using the site daily — a number that has risen despite management predictions that it would decline.

“Every night, 88 million to 100 million people are actively using Facebook during prime-time TV hours in the United States alone,” Chief Operating Officer Sheryl Sandberg said last week on a conference call about second-quarter results.

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In Tracking Users, Pinterest Lays Groundwork for Ad Business

Pinterest is continuing to lay the groundwork for its ad business. The company announced that it will start recommending pins and boards to users based on sites they visit that have the “Pin It” button embedded.

Pinterest is continuing to lay the groundwork for its ad business. The company announced that it will start recommending pins and boards to users based on sites they visit that have the “Pin It” button embedded.

It marks the first time the network has put the massive amount of information it has at its fingertips about users’ web activity — made possible by the ubiquity of the “Pin It” button — to use. While the current implications of that data collection are limited to content relevancy, it’s not hard to see what it could mean for the company’s ad business — which still doesn’t exist — down the road.

For example, Pinterest could conceivably have a retargeting business where it sells “promoted pins” to a retailer like Gap that wants to get items that Pinterest users looked at on its website in front of them again while they’re browsing the social network. It could also use the data to build up valuable audience segments of users interested in baby clothes or wedding dresses to sell to marketers who want to advertise on Pinterest or even eventually use it to create a full-fledged ad network.

But for now, Pinterest will only use the data for recommendations. “If you’re planning a party and have gone to lots of party sites recently, we’ll try to suggest boards to make your event a hit,” said a blog post explaining the change.

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The Social Media Advertising Ecosystem Explained

Social networks offer brands an interesting proposition–scale and high engagement. As of 2012, Americans were spending an average of 12 hours per month on social networks, with Millennials averaging 20 hours.

The media constellation has become increasingly fractured. The Web produced the initial fissure, but mobile created new cracks in the landscape. Today, no single medium earns more than 45% of our media consumption.

How can you solve this problem? Social media offers a solution.

Social networks like Facebook and Twitter are daily destinations for millions of consumers. Increasingly, their ad products offer targeting according to specific demographics, social connections, interests, and habits.

In a recent report from BI Intelligence, we analyze the state of social media advertising and where it is heading, offering a comprehensive guide and examination of the advertising ecosystems on Facebook and Twitter, offer a primer on Tumblr as an emerging ad medium, and detail how mobile is an important part of this story as mobile-friendly as native ad formats fuel growth in the market.

Here’s an overview of some major players in the mobile advertising ecosystem:

The lure of social media advertising is massive: As brands look across a fractured media landscape, social networks offer them an interesting proposition. Social networks have scale – enormous user bases and deep databases. They have high engagement – Americans were spending an average of 12 hours per month on social networks as of July 2012, with 18-24 year olds averaging 20 hours. And potentially, social media gives brands offer a uniquely captive audience for their content.


Read more from the source: Business Insider

4 Steps to Explosive Real-Time Marketing

Real-time marketing success starts with a brand’s day-to-day activity. Implement small, real-time marketing initiatives on a regular basis; patiently teach your audience they can expect timely, relevant communications from your brand.

Shortly after the Superdome lights went dark during Super Bowl XLX in February, Oreo tweeted a qipppy photo, which immediately launched a “real-time marketing” fervor.

Since then, people have mentioned Oreo and real-time marketing nearly 2 million times on Twitter, and countless articles and panel sessions have examined how marketers can replicate the “Oreo moment.”

But the truth is, real-time marketing success starts with a brand’s day-to-day activity, not a single well-timed moment. Don’t swing for the fences your very first time out. Implement small, real-time marketing initiatives on a regular basis; patiently teach your audience they can expect timely, relevant communications from your brand. Then, when a really big opportunity arises, your team is poised and ready to make the most of it.

“You need to cultivate the principle of little bets, a concept coined by Peter Sims,” explains author Jon Burkart to Fast Company. “In other words, the willingness to foster lots of small, experimental creativity to put things out there and see what sticks.”

You must also understand the tone and nuances of the conversations taking place in the spaces where you are socially active. Your interactions need to be creative, highly contextual and timely, on topic and pitch-perfect. And people need to know you, or they might not listen.

Finally, don’t get caught in the trap of thinking real-time marketing is just about newsjacking. In fact, it’s more about “trend” jacking: inserting your brand in relevant, timely conversations on an ongoing basis.

So how do you get there?

Read more from the source: Mashable

Earned Media And Social Media: How Brands Can Get Beyond The Hype

Eighty-four percent of businesses said “the trend toward earned media via social media marketing” was quite significant or highly significant to their organizations, and 90% believed it would be so by 2015.

Earned media is really just the digital-age term for word-of-mouth advertising. It’s an idea that has grown hand-in-hand with content and social media marketing and the notion that a viral success can translate to mega-exposure on the cheap.

Everyone wants earned media.

Marketing agencies know this, and they routinely pitch their ability to generate it. Most brands and businesses, even small ones, are embracing the earned media paradigm. However, there are many misconceptions floating around the notion of earned media via social media.

In a new report from BI Intelligence, we define what exactly earned media means in the context of social media, analyze how to make earned media via social media a strategic focus, detail the various different approaches and methodologies brands are using to generate earned media via social media, and look at the various benefits and potential disadvantages of generating earned media via social media.

Read more from the source: Business Insider

Google+ Turns Two: You Can't Ignore It for Another Minute

Google+ is now the second largest social network — right behind Facebook (693 million users) and gaining — with 500 million members, 359 million of whom are active monthly, a 27% increase in the past three months.

Google+, Google’s often maligned social platform, has just turned two. If you’re not using it, you’re making a big mistake and missing incredible tools.

Brands and social-media marketers need to pay attention to Google+ now and start developing a strategy that puts Google+ at its center. And hold on to your hat — because that strategy will need to be significantly different than your Facebook strategy.

The bottom line: Google has made you an offer you can’t refuse. If you ignore Google+, then Google search will ignore you. You’d be crazy to let that happen. Could your brand benefit from better search-engine rankings in Google?

Yes, Google made mistakes at the beginning and yes, Google+ is a bit complicated to set up, if you do it properly. Remember, it was developed by engineers.

But Google+ is now the second largest social network — right behind Facebook (693 million users) and gaining — with 500 million members, 359 million of whom are active monthly, a 27% increase in the past three months.

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The Future of CRM

A guest post from Ashley Verrill of Software Advice including insight on a topic close to our heart, How ‘Curated Data’ Will Wrangle the Big Data Problem

Recently, I rallied five of the industry’s top thought leaders to devise the second edition of the CRM Next 5 in 5 report by Software Advice, a website that reviews CRM solutions. The report lists five technologies that will change customer relationship management in the next five years.

In the 2012 installment, our group talked a lot about advances in Big Data, Social and Mobile. The same themes were repeated this year, but the specific ways each is applied in the CRM context has evolved. Here’s a summary of this year’s Next 5 in 5:

‘Curated Data’ Will Wrangle the Big Data Problem
Big Data poses to two major problems for business: volume and velocity. There’s so much of it out there, it’s difficult to know when you have something worth using; and by the time you do figure out, the opportunity for
using it has passed.

To tackle these obstacles, our experts foresee more services emerging that curate data from various sources to address specific business problems. This might include data from providers like IP address registries and Dun and Bradstreet, plus social sharing behaviors. This information would then be fed into your CRM with an alert to act at the moment when it matters most.

Crowdsourcing Will Leverage Contacts in New Ways
Many times, companies don’t interact with customers in their database after the sale closes, unless that contact needs support. This is a huge missed opportunity when you consider these same people are likely your best chance at spreading positive word of mouth.

Our experts foresee technology developers releasing new services for leveraging these existing customers for crowdsourced marketing. These products might automatically identify customers with the highest propensity to advocate for your company in social media, then arm them with tools for doing so.

Improving Data Will Monetize Social Media Management
Social media is one of the most important sources of actionable customer data. Analysts can uncover what prospects are talking about, when, and even where. This kind of context can considerably increase channels of finding new leads and closing the deal faster.

Few products today have actually proven success mining for leads via social. The process is more often extremely manual and inefficient. This is primarily due to rapidly evolving open social API’s. Because they are changing so quickly, the data is often imperfect and unreliable. As a result, developers focus most of their energy compensating for these bugs instead of empowering technology to generate revenue. This will change as the APIs improve.

Voice-Enabled Technology Will Truly Mobilize CRM
More and more business is conducted on smartphones and tablets these days, yet few CRM apps have really capitalized on the unique capabilities of these devices – namely voice. Apple was one of the first to use voice-enabled mobile navigation with Siri; but as any user will tell you, she doesn’t understand everything and her suggestions are never perfect. As a result, users don’t fully trust voice-enabled apps–yet.

This will change over time as Natural Language Understanding (NLU) technology improves. NLU determines the intent and context behind spoken words. Our experts expect mobile CRM developers to hop on board as soon as they are confident these apps won’t annoy the user.

Predictive Analytics Will Automate Personalized Marketing
Personalized marketing is one of the curated data service niches our experts see the biggest opportunity. This means combining CRM data with online behaviors to automatically cater marketing and sales to a specific person. Think of it as the next step in Amazon’s suggested titles, or Hulu’s “what to watch next,” both of which are based on what buyers and TV watchers like you have also liked and watched.

This personalization will extend to other avenues such as onsite navigation – you might be served offers, content and live chats based on what has moved other site visitors like you further down the sales funnel, faster.

You can read the full 2013 report here. What other technology advancements do you see evolving how we use

CRMs today? Chime into the conversation here.

The following five analysts contributed to this research:
• Beagle Research Group CEO Denis Pombriant
• CRM Essentials Owner Brent Leary
• ThinkJar Principal and Founder Esteban Kolsky
• Initium LLC / Innovantage Founder and CEO Brian Vellmure
• 56 Group LLC Owner Paul Greenberg

Thumbnail image created by Daniel Voyager.

About Ashley Verrill
Ashley Verrill is a market analyst at Software Advice. She has spent the last six years reporting and writing business news and strategy features. Her work has appeared in myriad publications including Inc., Upstart Business Journal, the Austin Business Journal and the North Bay Business Journal. Before joining Software Advice in 2012, she worked in sales management and advertising. She is a University of Texas graduate with a bachelor’s degree in journalism.


What's Up Kansas City?

The social media club of Kansas City had created a unique niche. Could be a model for other cities

When they first gathered four years ago in an Overland Park coffee shop, they harbored no doubts, none, that this social media thing had a future.

True believers. All six of them.

Look now at the Social Media Club of Kansas City: On Friday, about 150 members — and that’s just 5 percent of the total membership — crammed into the Google Fiber Space facility on Westport Road for the group’s monthly breakfast.

They were eager to learn and share updates of their club’s efforts to bring neighborhoods in Kansas City and Kansas City, Kan., into the ultra-high-speed fold of Google’s fiber experiment.

“Huge kudos to all of you involved,” club president Aaron Deacon told the capacity crowd.

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