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الثلاثاء، 30 يونيو 2020

Replay: Addressing diversity recruitment and retainment in agencies and marketing teams

How (and why) to ingrain a focus on diversity, equity and inclusion in your company’s recruiting, hiring and retainment practices.

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Usage of voice has plateaued — for now

Compared with past growth, 2020 survey data show flat-to-declining usage.

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Facebook has a PR problem, not a long-term revenue problem

Many brands rely on Facebook to reach their audiences

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Social media managers, you matter now more than ever

The start of the new decade brought on a whole new set of challenges for social media managers. Between COVID-19 and the growing movements for racial equality worldwide, social media managers have had a lot on their plates and left many to wonder, “Does what we do matter? Does social media marketing matter?”

The answer is yes, for a myriad of reasons.

Social media managers’ skills and responsibilities are essential

Raise your hand if you’ve had a family member, friend or colleague underestimate your responsibilities and assume your job in social is fun and easy 24/7.

It’s true that social can be really enjoyable, but social media management is much more than that. Social media managers are creators, analysts, community moderators, digital strategists, writers, the list goes on. The many talents and skills they have are critical in supporting overall marketing goals. But you already know that.

What you might not know is that 70% of consumers say it’s important for brands to take a stand on social, and 66% of that group say it’s because they believe brands can create real change. Behind those brands taking a stand are the social media managers crafting the messaging, fielding the feedback both good and bad, and answering hard questions. They play a key role in helping brands use their platforms to stand up for their values and share important messages with whoever needs to hear them.

That’s not to say that if your brand isn’t taking a stand, your job isn’t important. If you spend your days connecting with your audience, answering hard questions (whether they’re about a stance, customer service or a community issue), developing new creative approaches, you’re helping move something forward. The knowledge and experience you’ve gained from social can be used as the fuel to build a brand people love and look to during trying times.

Social media managers are “digital bodyguards” for your brand

Unlike many other marketing disciplines, social media managers listen and talk to their audience every day, which is why marketing leaders should look to you for the voice of the customer. You know firsthand what concerns are on your audience’s minds, the expectations they have of your brand and how the current state of the world is affecting them. Be transparent with leadership about what’s happening. Let them know what people are angry about and what you want to do to help.

Unfortunately, not every social media manager has the final say about what their brand does or does not post. Many brands have joined conversations about Black Lives Matter, voicing their support or announcing contributions to the cause, some garnering praise, while others get called out for performative allyship. On the flip side, some brands have simply chosen silence. In both scenarios, social media managers become the “digital bodyguards” of brands.

As hard as it might be, you need to share how the public responds with your leaders. If your audience demands change and action, communicate that. You have a chance to be an advocate for your followers, shake things up and highlight the ways your company can make change from within. Use social to gather industry intel and other brand examples to build your case, then report back to the people who are making final decisions or developing messaging for your brand.

Social media managers can make an impact both inside and outside their organizations

If 2020 has confirmed one thing, it’s that social media is a major piece of the average person’s news diet and fuels the circulation and amplification of major stories as they develop. Many people will look to your brands for community news and updates. This is a chance to build trust with your audience, educate them and let the human side of your brand shine through.

It’s not just government social media managers who can do this. Spending all your time on social media means you’re most likely a news-absorbing machine. You constantly dig through trending topics and public discussion so you can do your job well. Consider how you can bring that knowledge into your strategy and turn it into education for your followers.

Ben & Jerry’s is one of the standout brands actively advocating for racial and cultural equality. While you’ll still see an occasional plug for a new ice cream flavor, they’ve continued to use their platform to educate their followers on historic injustices or cultural movements, while still serving it in a way that’s relevant to their brand and industry.

Not every social team has the same resources or freedom to follow in Ben & Jerry’s footsteps, but if you’re inspired, it’s worth a conversation with leadership about how you might incorporate more meaningful resources into your brand’s content.

Social media managers, you are not your brand

It’s easy to slip into an existential crisis while the world goes through crises that feel out of control. As we continue to ride the turbulent waves of 2020, remember this: you are not your brand. Your worth is not measured by the decisions your brand makes. If leadership directs you to post something that doesn’t go over well or chooses to take a path you’ve warned will get social media backlash, that’s not on you.

When you finally close your laptop or put down your phone and disconnect from work at the end of the day, it’s your personal happiness, values and fulfillment that matter most.

Social media managers: We see you, we hear you, we appreciate you.

If you need moral or professional support as you face the frontlines of social this year, join The Social Marketers’ Exchange Facebook Group—we’ll see you there.

This post Social media managers, you matter now more than ever originally appeared on Sprout Social.



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How to bring the in-store experience online with social: An interview with Philz Coffee

Coffee is the start of the day for so many. Meaning coffee brands have a pretty big target audience. Being able to recreate the positive experience those people have at their regular coffee shop on social is a unique accomplishment. And that just so happens to be the mission of Philz Coffee, according to Jolie Meschi, Philz’s Marketing Communications Manager.

“One of the things I love most about my job is that I get to carry the interactions that our customers have in-store, online.”

Jolie has been with the company for six years and throughout that time has been responsible for running the coffee chain’s social platforms, influencer strategy and PR. She’s even dabbled in the brand’s events management. Across its three main social channels, Philz has a combined following of just over a hundred thousand. Those hundred thousand online coffee-lovers are reflective of close to 60 stores in over 50 communities.

“If you can’t connect with people face-to-face, the next best thing is to be on devices where they are,” Jolie said. “It allows us to bridge that gap and reach those customers anywhere.”

As Philz has grown and expanded into new markets, the importance of social media marketing has become a vital part of its business. Even more so during the pandemic. With that comes the task of demonstrating social’s value as an arm of marketing to the rest of the company. It’s a task that Jolie welcomes.

“Social media has become the go-to spot for customers to give us feedback, whether they realize it or not,” she said. “Showing people how you can create authentic relationships through engaging posts or sharing content that tells the story of the brand, then showing the impact it’s having on our customers is really important.”

Here’s a look at three key ways Jolie is social’s biggest champion within her organization.

 

1. Build trust across the business

Building trust is an important part of any relationship. For social media managers, it means creating contact points with different departments across your organization. According to Sprout data, 47% of all social marketers, from interns to the C-suite, say developing a strategy that supports their organization’s goals is their number one challenge. That may be due in part to a lack of trust and close working relationships within organizations.

Luckily, for Jolie that’s not the case. While companies across the world are adjusting to remote collaboration, trust-building was already a pretty natural thing for the team at Philz.

“It’s in our culture,” Jolie said. “It’s trying to create contact points throughout the week, throughout the day, with different departments, whether it’s our recruiting team to check in on what they need from us just so that they understand it’s a revolving door. I’m always here to help them with their needs.”

Because cross-collaborative relationships are such a normalized part of the culture, it’s easy for Jolie to schedule consistent, weekly meetings to share feedback and dive into what’s working (and what’s not) on every front of the business.

“I definitely feel like I get more buy-in when I have face time and one-on-one conversations and relationships with people in other departments,” Jolie said.

The strong working relationships mean team members feel comfortable being a partner to her.

“You’d be surprised how many people I get emails from saying, ‘Hey, do you want to post this on social?’ Or, ‘Hey, I’m speaking at this event in case anybody’s interested in learning about that on social!’” she said. “It makes my job a lot easier when people are engaged.”

Jolie discovered another benefit by embracing a less orthodox approach to fostering trust between team members, prior to pandemic.

“Every quarter we actually get to work on bar with our baristas,” she explains. “It really builds trust across all levels of the company, and also kind of levels the playing field.”

They also made it a habit to stay up to date on the in-store experience in order to adjust. Taking their laptops into the cafe, working from any shop they live near—that kind of connection behind the scenes is reflected in front of their customers. With a grassroots, personalized approach to marketing, Philz has become the fun environment that coffee-lovers know the brand to be. Now it’s up to Jolie to ensure that same environment remains on social, despite the limitations of a post-COVID world.

 

 

Try this: Scheduling consistent touch bases is one way to communicate. But fostering an open workflow creates the environment a company needs to go beyond consistency and build trust. If you have brick and mortar stores, spend time with the people behind your in-store experience. Even if operations are different now, there’s still valuable insight to gain in order to build the kind of community and understanding that informs strategy.

2. Share what success looks like

A natural extension of the cross-collaborative environment Jolie has built is communicating insights more broadly. Her social team of two often shares out reporting on social, email and all digital efforts. And at Philz, success is all about progress.

“It can be difficult in the retail coffee space to find a benchmark of good social metrics,” Jolie says. “Obviously, we love to see high engagement, we love to see customers commenting, saving, sharing posts. But to really prove that we’re moving the needle on our end, we usually benchmark against ourselves.”

With that focus in mind, she makes it a point to tie back every win to hard sales in the store so she can help others involved in the work visualize if and how they’ve moved the needle. This way, when her team shares results, they’re able to celebrate wins as a company.

“At the end of the campaign, we’ll do a wrap-up,” she explained. “We’ll include customer highlights, then hard data and how it all compares to a similar campaign or the last campaign we did.”

Data shows that 39% of marketers struggle to demonstrate the importance of social media marketing to the rest of their organization. The numbers show that even in a time when social is the most accessible and most engaged with channel where consumers reach brands, its value is downplayed because of the historical disconnect between social and bottom-line business metrics. Jolie conquers that challenge at Philz by sharing insights regularly and widely.

She admits it can be overwhelming to maintain a regular cadence for breaking down campaign data and sharing it out. But the environment of open communication at Philz makes it easier. Sharing social results went along with other project update schedules their team had in place in different departments.

 

“There’s usually a kickoff meeting, check-in meetings, then a wrap-up meeting,” she said. “So we naturally followed the cadence that way. But also tactically, it’s an easier way to digest data.”

Try this: When you wrap each campaign, take all your social metrics and compare that to historical sales. Draw correlations where you’re able in order to tie results back to hard sales in the store, for example. Then set a quarterly, cross-functional meeting to share those insights, not only informing but educating other members of your team.

3. Tap social for innovation

There’s no feedback forum more honest than social media. It’s where consumers refuse to hold back.

“They assume that somebody isn’t on the other side looking at it,” Jolie says. “So it’s really satisfying to respond to somebody like that, in a positive, courteous way. They’ll immediately change their tone and attitude because they realize there is a human there that actually cares.”

That’s all people ever really want, right? To be heard. Which makes it extra satisfying to Jolie when they’re able to gather social feedback and turn it around into action items for Philz.

“One of the biggest things that has come from a collection of social media feedback is that we have a slow-down coffee process, and the wait time can be a bit longer than a normal coffee shop,” Jolie explains. “We heard all about it on social—people running late, missing buses, missing trains. When we were trying to figure out ways to innovate and make ourselves faster and more accessible to all people, that really helped birth our mobile app.”

Listening to your community on social helps you drive innovation and enables companies to think outside of their own perspective. It not only gives you the opportunity to repair rifts in your relationships with customers, but drives social media’s impact on business. Jolie’s mobile app example illustrates how powerful social is in product development and improvement.

During the pandemic, while many companies grapple with how to leverage social to stay connected, Philz found the perfect way to meet coffee-lovers where they are. The team launched an IGTV series called “Philz At Home,” where team members show how they uniquely prepare coffee at home, continuing to inspire customers and meet them where they are.

Philz Instagram Story

 

 

Try this: Aligning your brand with consumer needs in a two-step process. Start by meeting with team members to understand their goals and department needs. Then pass social feedback on to those team members and say, “Hey, you’re trying to solve for X and I’ve heard a few people on social talking about this. Would you like me to share those insights with you?” Invite social into those projects and make its value intrinsic to product and marketing development.

How will you champion the influence of social?

It’s clear that the secret ingredient to championing social at Philz is trust. From team members to customers, Jolie understands that building relationships is a slow, but rewarding process (kind of like great coffee).

Her story comes down to the importance of companies embracing social media and a social-first environment. She wears many hats, taking her time to comb through data, listen to her customers and communicate with her peers, but every step of the way she and her team have found balance in work, trust and life.

The results aren’t just happy coffee lovers. The result is getting to see social, and the powerful insights it provides, take center stage.

To connect with other social marketers who are always on, join our Facebook groups, The Social Marketers’ Exchange or The Agency Exchange. And share with us if you’re planning to try any of these tips.

This post How to bring the in-store experience online with social: An interview with Philz Coffee originally appeared on Sprout Social.



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What to look at when considering a Digital Asset Management platform

What do all DAMs do, and what are the points of differentiation between them?

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Are Marketers Friends With Their Coworkers on Social Media?

Most marketers say they are friends with their coworkers on social media, and most also say they have felt left out after seeing social media posts of their coworkers socializing, according to recent research from Igloo Software. Read the full article at MarketingProfs

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Are Marketers Friends With Their Coworkers on Social Media?

Most marketers say they are friends with their coworkers on social media, and most also say they have felt left out after seeing social media posts of their coworkers socializing, according to recent research from Igloo Software. Read the full article at MarketingProfs

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Soapbox: It’s clear the era of traditional mass messaging is over

We need to fundamentally rethink our strategies as we transition from mass messaging to targeted storytelling.

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How to Set Up and Measure a TikTok Influencer Marketing Campaign

Want to get your product in front of TikTok’s growing audience? Wondering how to partner with influential creators on TikTok? In this article, you’ll discover tips and tools to set up and analyze a TikTok influencer marketing campaign. How TikTok Influencer Campaigns Work While still in its infancy, TikTok has become ripe for businesses interested […]

The post How to Set Up and Measure a TikTok Influencer Marketing Campaign appeared first on Social Media Examiner | Social Media Marketing.



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الاثنين، 29 يونيو 2020

July boycott: Marketing without Facebook Ads

Alternative media plan considerations for businesses participating in #StopHateForProfit.

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Google positioned to dominate the ‘O2O economy’

Online-to-offline: Nearly $12 trillion in offline economic activity is likely impacted by the internet.

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Google expands organic Surfaces across Google inventory to Search

Plus, some early stats on the effect of free listings in Google Shopping.

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How the University of Newcastle uses Sprout to power their full funnel marketing strategy

These days, you’d be hard pressed to find a university or higher education institution without a presence on social media. Regardless of which platform universities choose, social media enables universities to cultivate a sense of community for students and to engage with their alumni base.

And though some may view social as little more than an awareness play, the reality is social can support higher education institutions at all stages of their marketing funnel. With a robust social strategy, universities can strengthen their international profile, influence prospective students’ decisions and turn graduates, employees and industry partners into staunch advocates.

In this article, we’ll break down what the university marketing funnel looks like and how your social strategy supports each stage of the funnel. We’ll hear from expert social marketer, Rob Brooks, who will show us how his team puts this strategy into practice for The University of Newcastle, Australia.

Social supports all stages of the marketing funnel

When it comes to aligning your social strategy with your marketing funnel, Rob recommends identifying what you hope to achieve at each stage of the funnel and how social can support those goals.

At the awareness stage, one primary goal for The University of Newcastle centers around recruitment. Here, Rob’s team is focused on getting their university’s name in front of as many prospective students as possible and strengthening their brand on social. Consider what social platforms are most popular among high school students and what content will resonate strongest with students starting to think about university.

As students move into the consideration stage, how might marketers use social media to serve up content that encourages prospects to ask for more information? Sharing content like a glimpse at the different types of learning opportunities available to students can entice prospects to learn more about your offerings.

Once you have your audience’s attention, using social to highlight your university’s unique selling points can help lead students through to the decision stage of the funnel. Rob’s team, for example, uses social to showcase what makes the University of Newcastle different from other universities, like the values of the institution and the location of the campuses.

Moving into the adoption stage, this is where universities can leverage social to support students as they enroll and settle into university life. Universities, for example, can use social to educate students on important dates for class registration or highlight lesser known certificates across a range of disciplines.

Finally, consider the role of social media in supporting advocacy. The University of Newcastle has an alumni network of over 148,000 former students and has more than 9,000 staff. As another way of engaging their audience, Rob’s team features current students, staff and alumni to highlight the lifestyle and career opportunities which come from being part of the university community.

Social data is the key to success

In order for your full-funnel marketing strategy to be successful, every social team needs to lean on their data.

For Rob, social data is what enables his team to connect their work to a specific business outcome and to act as strategic advisors to stakeholders across the university. And to ensure there’s a clear tie between social performance and business outcomes, there are several social metrics Rob’s team uses to measure performance at various stages of the marketing funnel. In the awareness stage, they are looking at metrics like impressions and follower growth. For the consideration stage, metrics like link clicks matter most while conversion metrics support the university’s goals at the decision stage.

With Sprout Social’s analytics offerings, social teams are empowered to quickly aggregate social data and create reports filled with insights like historical performance data and campaign analysis. In addition to maintaining the big picture of all the university’s social platforms, Rob is also able to measure his team’s performance and gather data around things like task completion and customer care response times.

Above all, data helps social teams provide context around why something works and where adjustments need to be made to achieve goals at each stage of the marketing funnel. Marketers can help educate their executives on what social awareness means, what efforts are successful and why going viral isn’t always the answer. Social data also equips marketers with the proof they need when making the case for additional resources when crafting a social strategy.

Tag and track everything

One can never have too much social data to work with, especially when it comes to building a full-funnel social strategy. To further slice and dice social data, Rob employs Sprout Message Tagging to keep track of every post sent from their university’s account. It’s not unusual for Rob’s team to tag a piece of outgoing content with 10 different tags, from who publishes a specific piece of content to the key stakeholder to the content pillar.

Tags make it possible for the University of Newcastle’s social team to report back on that piece of content’s performance and whether or not it is effective for their goals at its intended stage of the funnel. Rob is able to see, for example, that user-generated content has an engagement rate more than double the university’s created content. With this information, the social team can then double down on giving students the content that resonates strongest with them.

Consider how tagging further helps empower social teams like Rob’s to align their strategies to two specific stages of the funnel:

  • Awareness. With tags, marketers can dive deep into their data to allow their content strategy to evolve the way it should: based on the immediate needs of their audience. High school students might be interested in webinars or photos showing campus life, while content featuring professors may be less likely to catch a prospect’s eye. With this data, social teams can pour their resources into the content that is proven to raise awareness amongst potential applicants.
  • Decision. Tagging also enables social teams to attribute conversion metrics like application button clicks to specific pieces of content. Using Sprout’s URL Tracking feature, Rob’s team can report on post-click actions on the university’s website and which social post drove that action. Tagging data can help marketers determine which channels are most effective in driving conversions, and allows social teams to report on more than just vanity metrics.

Do more with your university’s social strategy

With social data, marketers can do more than support their university’s awareness goals. In addition to getting their university’s name in front of prospective students, social marketers can move prospects through the marketing funnel to the decision-making stage.

But to create a full-funnel marketing strategy, social teams need to embrace their social data. At the University of Newcastle, data fuels the social team’s strategy—and they have meaningful results to show for it. With Sprout, marketers can easily measure social performance across the entire marketing funnel and simplify reporting so they can invest more time in strengthening their social campaigns.

For social marketers in higher education looking to implement a full-funnel social strategy that drives results, try Sprout Social with a free 30-day trial today.

This post How the University of Newcastle uses Sprout to power their full funnel marketing strategy originally appeared on Sprout Social.



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Next on Live with Search Engine Land: CCPA Enforcement Has Arrived, What Marketers Need to Know

The California Attorney General estimates compliance costs could reach $55 billion.

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Ecommerce quick wins you can implement today to boost your SEO performance

Optimising your ecommerce website from an SEO perspective can be overwhelming. There are so many aspects that can affect your organic performance and sometimes you might not be sure where you should begin, especially if time and resource are in short supply. It’s important to remember that, often, a combination of a few smaller changes […]

The post Ecommerce quick wins you can implement today to boost your SEO performance appeared first on Builtvisible.



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Microsoft launches a free Search and Social campaign management platform for SMBs

Digital Marketing Center powers both organic social media and ad campaigns across Microsoft, Google, Twitter, Facebook and Instagram.

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