The Art of Engagement

Social media has become a marketing machine and, like every machine, operating without direction can have disastrous results. The most important direction: don’t just promote, but engage. How? We’ll start with the two most popular social networks: Facebook and Twitter, which have 1.11 billion and 218 million active users, respectively.

Facebook  

Just a few years ago, businesses balked at using Facebook. Today, 15 million brands have active pages. Clearly, not all of them are successful but those who are have some similar tactics to engage their desired audiences.

Pictures - It’s always been said that a picture is worth a thousand words and this goes for Facebook posts as well. 93% of Facebook posts gain the most attention, like and comments, when there is a photo involved. Facebook also now offers the option of commenting using a photo rather than limiting you to text. This tool is especially helpful for posts that receive multiple comments, as it allows your comment to stand out from the chatter. Bright and colorful photos that depict human interaction, will personalize your page as well as draw attention

Videos- The only thing that may be better than a photo is a video. Videos leave less for the imagination and anything with a play button grabs attention. When videos are incorporated into a post it gets 100% more engagement than if it were to be just text or a photo. It is obvious that watching a video takes more attention than browsing pictures so it is important to entice the audience: make sure to have an eye-catching default frame, keep it short, and keep it simple.

Give Back- People will always take advantage of free things. To keep fans interested, offer occasional sweepstakes, giveaways, coupons, or discounts. Two thirds of fans will “like” a brand or page on Facebook to be eligible for some sort of reward. 

Utilize Facebook Feedback- Facebook has evolved tremendously in terms of helping brands analyze and get the most out of their efforts. Facebook now highlights and points our which posts of yours reaches the most people and experiences the most engagement. Use this tool to take note of what kind of posts worked better than others. Also, watch for notifications of successful posts and promote them even further with Facebook’s ad programs. Asking questions to your followers is a great way to peak their interest, as well as dig deeper into what they are looking for. The trick to success in social networking is to encourage the opinions and comments of those who support your business or company.

 Twitter- Some still wonder: why have a micro-blogging social network limited to 140 characters or less, when you could have a blog with an unlimited amount of space? Well, for starters—no matter how fascinating you think your brand is, most people are not interested in reading an endless piece of writing to gain information. We live in an instant-gratification world, and Twitter has harnessed that mindset. Here are some secrets on how to increase favorites, retweets, mentions and follows that every brand craves.

Tweet relevance not advertising- When tweeting for a company or to promote a product or idea, stay away from simply tweeting facts about whatever it is you are marketing. Instead, it is crucial to be able to connect with the designated audience. Come across as not only knowing your product, but your industry as well. For example, if you are marketing for a clothing line, make sure to use those 140 characters to relate to existing or potential customers. Instead of tweeting the different styles of sweaters you offer , try: “Wow is it chilly this week or what?! I love sweater season!” with a picture of different sweaters you are selling this season. Most people can relate more to the fact that they need sweaters because it’s cold out than they can to your advertising copy.

Respond to your mentions - Well-known brands with many followers receive countless mentions each day. As time consuming as it is to give individual attention to all, it is important to respond to as many--if not all--tweets that come your way. This not only personalizes the relationship between the company and its followers, but also boosts your reputation. Many people will either respond back or retweet that their favorite company or person tweeted at them. Therefore you are reaching a much wider range than just that one follower.

Instagram –Instagram has about 150 million users, including 123 Fortune 500 companies. The Instagram team is constantly releasing updates to better this product and aid in the success of the users. Captions are used within the posts with no character limit, however this particular app really focuses on the visuals. There are specific strategies that companies can use to keep their followers interested.

Diversity- Instagram recently began allowing users to post not only pictures but video footage as well. One of the most important mindsets to have while deciding on posts is to keep your audience on their toes. If a shoe company posts a picture each day of a style they offer, this will bore the followers. Mix business related posts with fun posts as well. For example, Anthropologie posts pictures of their products they sell, but also posted a picture of a puppy one day that received 7,640 likes. These types of posts as well as “behind the scenes” pictures will create a more intimate relationship with followers, as well squash the idea of “all work no play” within the company.

Videos- Nothing personalizes a user or company more than video footage! Instagram now allows 15-second videos, eligible to be filtered, while Vine offers short videos that loop. Make use of video to announce upcoming events, promotions or changes within the company that would be of interest to your fans.

Utilize Connections – Take advantage of hashtags or other accounts as a gateway to your Instagram. Instagram provides the option to connect your other social networks, such as Twitter, Facebook, blogs, Pinterest and so on, with your Instagram. Therefore with one post you can reach multiple networks simultaneously.

Pinterest- Pinterest is all about photos with even shorter captions than used on Instagram. However, your followers can also be seen as your marketing team. When someone is to re-pin one of your original pins, it reaches a much broader spectrum of people. Re-pinning on Pinterest can be compared to retweeting on Twitter. Re-pinning puts your company or brand on the map for those who maybe have never heard of it, but follow someone who re-pins your posts.  

Pinning- Success with using Pinterest is based on the ratio of re-pins you receive. The average re-pin ratio is approximately .3%, therefore if you have 1000 followers, 3 of them will re-pin one of your posts. Like other social networks, repins cause a ripple effect.

Be Specific- At first glance, Pinterest can be overwhelming. It is important when organizing your boards to be specific with the contents of each. This will help those users who are looking for something particular, link to your pins when they are searching. Organization is key.

Engage Your Community – Make sure to comment on pins that have to do with your specific brand or message. Adding personality to your page by acknowledging your followers will only motivate them more to share your posts. Soon enough your dedicated followers are marketing and promoting your company as much as you are.

Older, Affluent Consumers Go Social

To get your target market to hear your brand message, you must be sharing that message in the places where you find your target market. Pretty basic business tenet? We thought so but, given how many small luxury brands are still neglecting social media in their marketing, apparently not as basic as we thought.

Recent reports show that social media usage continues to increases among wealthier and older Americans. Today, 68% of U.S. Internet users with incomes greater than $75,000 use now using social media.¹

Meanwhile, if you continue to buy into the “Facebook is for kids” myth, it’s long past the time to look at the facts:

• 77% of U.S. Internet users between 30 and 49 use social media.¹
• 52% of those aged 50 – 65 use social media. ¹ 
• 65% of college-educated U.S. Internet are active on social media sites.¹

Research also reveals that Facebook continues to be the most popular social tool, with 67% of U.S. Internet users logging on and staying active. Important for luxury brands to note: Facebook is being used by 73% of U.S. Internet users with an income greater than $75,000, making these wealthiest Americans the most active Facebook users.¹ 

Twitter meanwhile, continues to be the second most popular social networking site, and 32% of U.S. Internet users over the age of 30 are active on Twitter.¹

Finally, Pinterest continues to gain momentum, and is more likely to attract higher-educated, affluent women¹.

Still questioning social marketing, or just unsure of where to start? Let us help…

¹as reported by Pew Research Centre 

Social media and business 101: Personal is never truly personal

Perhaps, as a Gen Y-er, I can chalk it up to having been technologically spoiled since the age of sixteen. From my earliest memories, technology was always at my disposal, assisting me in areas where I never really needed to develop the skills that countless generations before me relied on (To put it in perspective, I only passed my driving test thanks to a rear-view monitor). Thanks to technology: I know when the roads are closed; how the next 15 miles of traffic will impact my travels; when storms are coming, when a dollar exits my bank account, and the moment my or a client’s name appears online.

Within the last month, though, I’ve encountered more than one situation that reminded me that technology is wonderful but, when it comes to business, is only as good as gut instinct.

I will preface my first example by saying that I (in case I haven’t made it obvious) pride myself on my professionalism. A bold statement, yes, but one that I’ve lived by all my life. I’m notoriously over-dressed, over-prepared, over-packed, and over-resourceful. Most people keep a first aid kit in their glove compartment. I, however, keep an emergency bow-tie, just in case of a formal emergency (yes, they do happen). Having said that, you can probably assume that Halloween wouldn’t be one of my favorite holidays. Just because I don’t personally like appearing in costume, doesn’t mean I’m not entertained by them, in fact—quite the opposite applies. Unfortunately for me, though, the entertainment factor of a tongue-in-cheek costume (and resulting photo of me with the person in said costume) did not make for a well-received addition to my personal Facebook page.

 'So what’s the fuss about? It was your personal page, and its not like it was YOU?'

Personal? More like semi-private. Upon further examination of the post, I realized that people I wasn’t even friends with had seen and liked it, despite my privacy settings. How? Because they subscribe to my public updates. Further, while I--like many in a small business setting--attempt to keep personal and professional separate on Facebook, the lines always blur. In discussing this matter with Carrie, she framed this example perfectly: “Josh: you are NOT a nameless, faceless cog in some big corporate machine; You are a high level employee at a small firm with national presence.” Quite possibly the best argumentative point I’ve ever heard.

Underscoring the lesson of this very personal experience are recent high-profile examples of the damage that can be caused by professionals thinking emails, tweets and status updates are "personal"; or, worse, professionals not thinking about the bigger picture when posting something online. Take, for example, Hurricane Sandy. While this superstorm paralyzed the northeast, taking not only homes and businesses--but also lives... companies like Gap Inc. took it as an opportunity to tweet to encourage online shopping with the 'spare time' the storm afforded its victims.  Needless to say, the backlash was tremendous.

So what if you are a cog in a major corporate machine? Does this make you exempt from following the rules of social media etiquette? Absolutely not. In fact, the stakes are higher. While in a smaller company, a good working rapport with your superior means that he/she will, in most cases, understand that your social media post was made in good humor and work with you to correct it. However, if a tweet or post could even have a whiff of being in poor taste, chances are, it is, and could result in the termination of your employment.

The moral of the story? Know your audience, and never forget that your social audience--regardless of your so-called safeguards--also consists of your coworkers, superiors, and clients. Remember: words are the new 'sticks and stones'; 'everything you say, share, post or photograph can and will be held against you'.

The prosecution rests, your Honor.

Lessons in PR: Communication isn't simple

Communication. Pretty simple word. But pretty tricky business. Ever tried to communicate to a family member, friend or significant other how they hurt your feelings in a tense situation, only to have it backfire? Okay, now that 99% of you are nodding, I’ll get on to my point…

Everyone, it seems lately, thinks they are “PR experts”. But public relations isn’t about having a lot of friends or throwing fun parties. It is about expert communication, especially with the press (and, in this age, on social media). I find myself, almost daily, cringing at PR faux pas—from basic to potentially fatal.

While hiring a professional to represent your brand is the best way to avoid this sort of deadly foot-in-mouth syndrome, I understand that this is often cost-prohibitive. If that’s the case for your company, there are some basic PR/communication rules that I drill into my staff and interns daily, and that I happily share. From me to you: lessons learned thanks to my 10+ years’ experience interviewing thousands of designers, politicians and retailers as journalist; 3+ years as a publicist giving press interviews and representing brands on social media… but, mostly, thanks to my relentless journalism professors at the University of Connecticut.

1. Fact check. Think you know how to spell the proper name of an organization or person? 98% of the time, you’re probably right. You do. The problem is the other 2% of the time. If I spelled a proper name wrong on a college journalism project, my journalism professors would make me write it correctly, by hand, 500 times. Actually, it may have been less than 500; but having spent a couple nights sitting in the dorm lounge writing a name over and over until my hand ached: I still double check the names of even clients I’ve worked with for years.
2. Listen. As a reporter, I learned the most in interviews when the interviewee suddenly went off on a tangent in response to an innocent question… often revealing more than I ever imagined asking. This is a basic of any business communication: listen carefully to the question before opening your mouth. Example: I once served on a non-profit board and, when I hadn’t received end-of-year financial reports, I asked the executive director for them. The executive director’s reply was shockingly angry and defensive. How dare I accuse her of misappropriation of funds? Well, actually, that hadn’t crossed my mind. But once she threw it out there, told me to call her lawyer, and told everyone within earshot that I’d made such an accusation; it definitely crossed my mind (and everyone else’s). Enough said.
3. Condense. Short is, indeed, sweet. Say what you have to say. Then wait an hour and go back to edit. In PR, wordiness has always been a cardinal sin. Today, it’s deadly for a publicist or any business person. Who among us isn’t suffering from information overload? Case in point: The average attention span of someone opening an email? 8 seconds. The average attention span of a goldfish? 9 seconds. Need I say more?

Stich up the wounds left by surgical shoppers

It’s no surprise that the economy has changed how people spend their money. Everyone has been pinching pennies and in turn became smarter shoppers. People have been working overtime and getting second jobs. Who has time to browse shops? Who is going to fall for the impulse buy when money was strategically placed elsewhere? The Great Recession may officially be over, but the changes that people made to their spending habits may in fact be here to stay.

The new type of shopping is referred to as “surgical shopping” because the time spent shopping in stores and online has dropped drastically. No one is taking the time to wander stores and browse through websites to stockpile on clothing, necessities, etc. Instead, people know what they want and aren’t sticking around after buying it. Shoppers today visit an average of three stores during a trip to the mall, according to ShopperTrak, a Chicago research firm that tracks sales and customer counts at more than 70,000 stores. That compares with an average of five stores in 2006. There is even evidence accounting for stores being messier due to people dumping most items right before the check out.

How are companies and brands adjusting to surgical shopping? Often, through the strategic use of social sites like Groupon.com. The site has attracted more than 25 million subscribers to “group” together to get the lowest price on an item. Subscribers are pitched local discount offers on restaurants, retailers, etc and if enough people take advantage of it, it takes effect. The Gap's recent Groupon offer of $25 off a $50 purchase was a blockbuster Gap’ sold 441,000 offers as part of a one-day only promotion in August, for a total of $11 million.

With this new type of shopper mentality, what’s the best way to get them in AND to leave with your product? To help capture their attention, this might be the time to step up your “social media” strategy beyond the typical Facebook and Twitter. Along with Groupon, foursquare is another great tool to utilize. Promotions through foursquare are coming up everywhere (more on foursquare). I myself came across a promotion while shopping in NYC. Walking into an H&M, there was sign on the door that said “Check-In here and receive a special discount!” With incentives like that, who wouldn’t check in? Companies like Wholefoods, Saks 5th Avenue and Starbucks have all partnered with foursquare as well.

The continued practice of surgical shopping is creating a new reality for brands. And websites like Groupon.com and foursquare are helping them embrace consumers’ new way of shopping.

You are only as strong as your weakest tweet

Tweet, Re-Tweet. Are we friends on Facebook? These are terms that have become a part of our everyday life. With all the social media websites available now, which one works best for you personally? Or for your business? Truth be told, Facebook, Twitter and LinkedIn can all be beneficial…if you understand how to use them correctly.

Recently, an editor at a B2B magazine wrote: “We still think Twitter is the dumbest thing ever.” Previous to this statement, Facebook and LinkedIn were praised for how successful they are as social media outlets. We were concerned to read such an unfortunate and misleading criticism of a tool that generates millions of dollars for companies who understand how to use it to its full potential. For businesses, Twitter can lead a new found success. Those 140-character statements can make a world of difference.

Here are just two success stories from using Twitter:

• Computer-maker Dell, an early Twitter adopter, offers its “followers” easily tracked Twitter-only discounts. These have generated US$3 million in sales, $1 million in the past six months.

• Blair Hirtle, sales coordinator for Fairmont Hotels, noted that the Fairmont Empress offered a special discounted room rate on Twitter. The result was “increased occupancy. Much more successful than any traditional ad buy and it cost minimal time and labor.” Now seven Fairmont hotels have Twitter accounts.

The secret to their successes? Using Twitter efficiently. Here are some tips to get yourself started in the right direction.

• Twitter gives companies the opportunity to personalize themselves with society. Consumers today tend to connect with people rather than organizations. Putting a face on a company can make it more real and personable. On Facebook, company profiles are made and then spread by “liking” the page. This doesn’t give quite the same personal touch and interaction that tweeting can.
• Listen. Twitter is not just about posting Tweets and walking away. What are people discussing? Who is mentioning your brand or category? Understand the conversation and participate in it.

• Follow people! The more people follow you, the more they know what you’re about. This works on the basic product selling and marketing point. Twitter has turned into a place where companies research about potential employees and consumers research about potential purchases. So, your tweets are giving the world an opportunity to learn more about you, your products, your knowledge and your specialty.
• As I mentioned before, sell your product, but your expertise. It is probably the most basic concept of the social media websites. Give useful information about what you do, your business specialty, and what you’re selling for all your followers to see.

As the most misunderstood of the social networking tools, Twitter is often the most criticized and ridiculed. But it is, conversely, also one of the most effective. The popularity of using Twitter correctly has spun off another website, twittergrader.com. Anyone with a Twitter account can check the grade of their account, be it 0-100. If your grade isn’t as high as you thought it would be, the site gives you tips on the bottom of the page on how to improve your Twitter grade. With the introduction of twittergrader.com it is even easier to turn your Twitter account into one of the “Twitter Elite” joining the ranks of The New York Times, Fox News and BBC World. Like they say, you are only as strong as your weakest tweet.

Foursquare:The Newest & Hottest Kid on the Social Networking Block

You already know the benefits of the now-mainstream social networking sites like Facebook, Twitter and YouTube--all phenomenal tools to engage clients and build a brand. But, if you're like many local businesses, you see the boost in engagement from those sites, but wonder: how do I translate it into actual foot traffic? Enter the newest (and hottest) kid on the social networking block: Foursquare. Why is this new tool growing so quickly? Mostly because it doesn't only drive traffic to your website, but actually drives customers to your doorstep.

Foursquare is a location-based social networking site that allows people to connect with friends and update their location via text message or by Smartphone. Teaming up with Twitter and Facebook (and now quite possibly Google, Microsoft and Yahoo- Creator Dennis Crowley is in talks with these search engine giants), this allows friends of foursquare users to be notified of their friend’s newest location (and in hopes that more friends will come and join). Foursquare not only promotes human interaction but also exploration of their surroundings. After checking in a certain number of times at a location, users earn badges and points for their location frequency or by discovering something new in their city. Users can find locations in the directory or from friends who are also on foursquare.

What separates Foursquare from Facebook, Twitter or Wikitravel, is that users are participating in a marketing game, by earning points and badges for their travels. This is where Foursquare gets interesting… Foursquare not only encourages people to wander through their neighborhoods, but with the help from local businesses they reward people for stopping in at their location. Business owners can use Foursquare to engage their clientele by offering specials, discounts and prizes for those who continue to update their location on Foursquare while at their venue. People who check-in to a particular location quite a bit are dubbed ‘mayors’ and are eligible to receive a discount, prize or special offer. Cool, right? An example: Cuban Revolution, a hip avant grade restaurant with two locations in Providence, R.I., gives a free sandwich and soda to all ‘mayors of Cuban Revolution’. The owners of business owners are not only being current and participating in a trend of pop culture, but they are also using Foursquare to track how their venue is performing over time due to venue analytics that are provided to business owners.
The best part: users who are checking into your location are doing some of the marketing and promotion for you to individuals who may never have even thought of visiting your store or restaurant. Talk about social networking.