When developing a social business plan for your brand, there are certain components that simply must be included.
As social business becomes the norm, brands are beginning to understand that in order to succeed, there needs to be a comprehensive social business plan in place before getting started. Simply diving headfirst into social media is no longer an option. If a company is serious about transitioning into the social era, then a social business plan is a must.
While every brand will have a unique social business plan that suits their goals, there are certain components that every social business plan needs to include. These six elements should be included in every social business strategy, or at the very least should be seriously considered when drafting a social business plan for your brand.
Social Media & Strategy Audit
What does your current involvement in social media look like? In order to create an effective and useful social business plan, you first need to get a good look at what your current activity on social channels looks like, and give yourself a good criticism.
You might be doing some things right, but look honestly at your work, figure out what you want to accomplish and determine where you might be going wrong. Sometimes, this is a difficult task for a business. After all, we never like to think of ourselves as doing anything wrong. When this is the case, it is sometimes beneficial to bring in an unbiased third party to conduct the audit.
The SocialSandBoxTM
Where do you want to have a presence? Determine what your brand’s SocialSandboxTM is going to look like by evaluating major (and minor) social networks and determining how they can help you achieve your goals.
You might find that some networks are better for helping you achieve certain goals. A keen understanding of every network’s strengths and weaknesses is going to be a must-have when determining this part of your social business plan, so take your time to learn everything there is to know about the major players (and there is a lot to know).
Content Strategy
Social media is all about telling stories that people want to share with their circles. Your content strategy is how your brand awareness is going to increase and, ultimately, what is going to be the driving force behind the success of your program. Figure out what people want to hear about, when they want to hear about it and where they are most likely to pay attention. The answers are going to shape your content strategy.
Social Competitive Analysis
You are not talking in a vacuum. There are billions of conversations already taking place and there is a significant likelihood that at least a few of your competitors are taking part.
In your social business plan, you are going to want to do some research into your competitors’ social business strategies and determine how you want to stand out and what you would like to do both similarly and differently. Analyze what they have done, what they have achieved and set benchmarks that compare to your industry’s standards based on what you have observed.
Data Mining
‘Big Data’ is the buzz word of the day and it can be an invaluable asset to your business – if you use it properly. In order to leverage your data and create Responsive Branding campaigns, you are going to have to properly mine it from the right channels.
Develop a data mining sub-strategy within your social business plan in order to effectively sift through the billions of pieces of data that exist in order to pull out what is most relevant to your company.
Measurement and ROI
One of the most crucial components of any social business plan is going to be the measurement and ROI criteria. These need to be established from the beginning of your transition into a social business. In order to determine if you are succeeding, you need to first determine your key performance indicators (KPIs) and then figure out how you plan on measuring success rates.
There are a number of tools and technologies that can be used to measure the tangible results, but with some returns, you might need to get creative. What is a follower worth? Well, for example, you can determine what percentage of social leads convert, what the value of a conversion is, then apply that ratio to each new fan or follower.
There are plenty of ways to measure your success with social media. You just need to figure out first what you are measuring.
What other components do you think need to be included in a social business plan? Tell us in the comments below or on Twitter!
6 Components to Include in Your Social Business Plan
/by Corey PadveenWhen developing a social business plan for your brand, there are certain components that simply must be included.
While every brand will have a unique social business plan that suits their goals, there are certain components that every social business plan needs to include. These six elements should be included in every social business strategy, or at the very least should be seriously considered when drafting a social business plan for your brand.
Social Media & Strategy Audit
What does your current involvement in social media look like? In order to create an effective and useful social business plan, you first need to get a good look at what your current activity on social channels looks like, and give yourself a good criticism.
You might be doing some things right, but look honestly at your work, figure out what you want to accomplish and determine where you might be going wrong. Sometimes, this is a difficult task for a business. After all, we never like to think of ourselves as doing anything wrong. When this is the case, it is sometimes beneficial to bring in an unbiased third party to conduct the audit.
The SocialSandBoxTM
Where do you want to have a presence? Determine what your brand’s SocialSandboxTM is going to look like by evaluating major (and minor) social networks and determining how they can help you achieve your goals.
You might find that some networks are better for helping you achieve certain goals. A keen understanding of every network’s strengths and weaknesses is going to be a must-have when determining this part of your social business plan, so take your time to learn everything there is to know about the major players (and there is a lot to know).
Content Strategy
Social media is all about telling stories that people want to share with their circles. Your content strategy is how your brand awareness is going to increase and, ultimately, what is going to be the driving force behind the success of your program. Figure out what people want to hear about, when they want to hear about it and where they are most likely to pay attention. The answers are going to shape your content strategy.
Social Competitive Analysis
You are not talking in a vacuum. There are billions of conversations already taking place and there is a significant likelihood that at least a few of your competitors are taking part.
In your social business plan, you are going to want to do some research into your competitors’ social business strategies and determine how you want to stand out and what you would like to do both similarly and differently. Analyze what they have done, what they have achieved and set benchmarks that compare to your industry’s standards based on what you have observed.
Data Mining
‘Big Data’ is the buzz word of the day and it can be an invaluable asset to your business – if you use it properly. In order to leverage your data and create Responsive Branding campaigns, you are going to have to properly mine it from the right channels.
Develop a data mining sub-strategy within your social business plan in order to effectively sift through the billions of pieces of data that exist in order to pull out what is most relevant to your company.
Measurement and ROI
One of the most crucial components of any social business plan is going to be the measurement and ROI criteria. These need to be established from the beginning of your transition into a social business. In order to determine if you are succeeding, you need to first determine your key performance indicators (KPIs) and then figure out how you plan on measuring success rates.
There are a number of tools and technologies that can be used to measure the tangible results, but with some returns, you might need to get creative. What is a follower worth? Well, for example, you can determine what percentage of social leads convert, what the value of a conversion is, then apply that ratio to each new fan or follower.
There are plenty of ways to measure your success with social media. You just need to figure out first what you are measuring.
What other components do you think need to be included in a social business plan? Tell us in the comments below or on Twitter!
Some Big Predictions for Social Business in 2014
/by Corey PadveenWe can expect to see social business become even more popular in 2014, and these are some of the biggest predictions for social business in the coming year.
Mobile as the Focal Point
We saw the rise of mobile in 2013, and that trend is sure to increase in 2014. As mobile devices become users’ primary devices (around the world) the importance of optimizing your mobile strategy for search and social is crucial.
Google’s Eric Schmidt admits that mobile has now won the race for the most important medium. For brands to succeed in the social and digital space, they need to be everywhere. This no longer simply means well-placed ads. Today, being everywhere means having a comprehensive mobile strategy in place that allows customers and leads alike to reach out to your brand and start a conversation.
A major buzz term in 2013 was ‘big data’. We all heard about it, and more and more people began to understand what it was, but leveraging big data was not on every brand’s radar. Why? Well, effectively, most brands just saw big data as a tool for large companies, and not something that SMBs could use. This will all change in 2014.
We can expect to see a major shift in 2014 towards the use of big data by brands of all sizes. At t2, we coined the term and concept of Responsive Branding, which is in effect the leveraging of big data in order to create campaigns and marketing strategies that cater to the tastes and preferences of your audience. We can certainly expect this trend to increase as (simplified) big data provides brands with insights they would have never had.
Imagine knowing what your audience wants without ever having to ask? This is where big data is headed this year.
Repercussions of Social Media Marketing Myopia
Slowly but surely, social media has become a necessity. Brands – from small to large – that want to grow can no longer ignore the importance of social. A while back, we introduced the concept of Social Media Marketing Myopia. What is it? Essentially, the concept relates to brands that refuse to adopt to large-scale change, thinking that their company or industry does not need it. The results can be detrimental.
Now that we have arrived at an age where social business is becoming the norm, we can expect to start seeing companies face the effects of Social Media Marketing Myopia. Those slow to adopt will now be forced to expedite the process and implement a strategy in order to catch up with their industry.
A Rise in the Importance of Micro-Video
Microblogging started with Twitter. Twitter bought Vine – a micro-video publishing network. After Facebook bought Instagram, Instagram introduced Instagram Video, another micro-video network. Brands have warmed to the idea of micro-video marketing and audiences have started to enjoy it as well.
In 2013, we saw brands like Dunkin’ Donuts create commercials made entirely from Vine videos. As we head into 2014, we can surely expect to see micro-video marketing increase in importance.
We have long said that Google+ can be a brand’s best friend. Why so many refuse to work with it is quite surprising. After all, search rankings are still of great importance, and we know that social signals factor heavily into improved search rankings. So, logic would suggest that the social network owned by the largest search engine on the web would be of pretty significant importance to improved search rankings.
This is going to become even more true in 2014. With the Hummingbird upgrade now in full effect and the age of traditional keyword search behind us, social and soft search will dominate the playing field. This means that signals from Google+ will become all the more important. Google has long said that they intend to shift their focus on the social layer of their model. This means Google+ (and YouTube) will be a brand and SEO’s best friend.
And there are our five big predictions for social business in 2014. What do you expect to see in the realm of social business in 2014? Tell us in the comments below or on Twitter!
3 Resolutions for Your Social Business
/by Corey PadveenIt’s the new year and time to ramp up your social business with some resolutions.
At the beginning of the year, it is customary to make a few resolutions to better our lives and the lives of those around us. Well, it’s always good to have some business resolutions in addition to those personal ones.
Below are the three resolutions that we think many businesses – whether yours is a fully operational social business or on its way – can benefit from.
Tell More Stories
Content marketing is all the rave these days. Though it is a term commonly used, it is not one that everyone fully understands. What exactly is content marketing? Simply put, content marketing is marketing through storytelling. Share content people love on as many media as possible, and watch it reach whole new audiences.
This year, a great resolution might be to tell more stories. Ramp up your content marketing and perfect it for your industry and your social business. Find out what your audience loves and create content to cater to those preferences.
Try New Media
Maybe you have a blog, a Facebook page and a Twitter account, but have always been afraid of video. Maybe you’re camera shy or don’t know what to talk about. Well, the new year is all about starting fresh, so why not give a new medium a try.
You don’t have to change the way you do business. In fact, almost nothing has to change. Try something and incorporate it into what you normally do (for example, sharing your blog posts to Facebook and Twitter) and see how it works for your business.
Who knows? You might find that the key to getting your brand out there is a new type of media you haven’t yet taken a chance on.
Be Different
A great goal is to find a way to stand out among the crowds. Do something you haven’t seen before. We’re not saying this is an easy thing to do. In fact, it’s one of the most difficult things for a business to do and it is why so many businesses have trouble expanding. But the good news is that the year just started. You have plenty of time to figure out a way in which you can be different and go out there to show your industry what it is.
What are some of your social business resolutions for the new year? Tell us in the comments below or on Twitter! And happy New Year!
10 Best Brands on Social Media in 2013
/by Corey PadveenThe end of the year is all about the best of the year, and these are the 10 best brands on social media in 2013.
One of the best things about the end of the year is that the web is populated with endless “Best Of” lists to commemorate the year we have experienced. 2013 is no different. And thanks to Starcount, we have a great infographic telling us about the best brands in 2013 and how they pushed boundaries and made their mark.
Every brand on this list is recognizable, and understandably so. As icons in social business, these companies have leveraged social media in the past year to expand their reach into new markets – both domestic and foreign.
Have a look, see which brands you think did the best job on social media in 2013, and have a very happy New Year!
10 Great Resources to be Reading Over the Holidays
/by Corey PadveenIf you have some down time, have a look at these ten excellent resources that every digital marketer should be reading over the holidays.
1. Mashable
It’s no secret that we love Mashable. There is a ton of great content constantly being uploaded to inform marketers about updates to networks, as well as how-to guides and industry news. It is definitely a resource to check out periodically over the holiday season. We have even included it in a list of great resources for sourcing blog content.
2. Hubspot
Another blog that every marketer should be reading over the holidays (and during business-as-usual) is the Hubspot blog. The largest inbound services provider is always sharing great information that can be used by a marketer in any field.
3. Social Media Today
If your looking for a great set of content being shared by social media industry experts, then Social Media Today has you covered. With articles being published regularly, you can expect to find some brand new content over the holiday season.
4. Search Engine Journal
If you want to know about search, then Search Engine Journal should be one of your top stops. There is always a selection of great content to choose from covering everything from organic SEO to paid search tactics.
5. Alltop
Guy Kawasaki’s content curation site is always pulling in some of the best content from around the web. While it is not limited to industry content, you can easily filter your searches to include only results in search or social.
6. Moz
The Moz blog is a little more technical, but highly informative. Though the core discussions of the blog are primarily search-based, you can expect to find a lot of information about social as well.
7. Social Media Examiner
At this point, most social marketers know about Social Media Examiner. The website won’t miss a beat over the holiday season, continuing to share great content every day that marketers can really use.
8. Occam’s Razor
Although Avinash Kaushik’s blog is not updated on a daily basis, there is plenty of content (relaying information at a very high level) that marketers can use. Why is this a good resource for reading over the holidays? Well, simply put, articles are not easy reads. There is a ton of information here, but with this down time it is a perfect opportunity to absorb what he has to say.
9. Jeff Bullas
Again, Jeff Bullas is not publishing new content every day, but what is available is years of published content with a ton of great information. Jeff Bullas focuses primarily on lists and statistics, and what you can find on his blog can lead you to more great content all over the web.
10. Top Rank Blog
Lee Odden’s blog is another great resource being updated regularly over the course of the holidays. Be sure to stop by to see what great new information he has to share.
And there you have it. Ten great resources that you should be reading over the holidays. We hope you are relaxing and getting some much deserved R&R. Enjoy!
Social Media Holidays Wishlist [INFOGRAPHIC]
/by Corey PadveenWhat were people asking for most on their social media holidays wishlist this year?
Social media is a place where people go to talk about things they like, want, need and, around this time of year, a place for people to make social media holidays wishlists. Just look at what happened to one lucky girl on Reddit when Bill Gates was her Secret Santa!
So what were some of the most talked about gifts this year on social media? Take a look at the breakdown in the infographic below, and see if anything you hope to get made it onto the list.
What do you hope to find under the tree or in your stocking? Tell us in the comments below or on Twitter!
Tips for Tumblr Beginners [VIDEO]
/by Corey PadveenIf you’re using Tumblr, then you should follow these helpful tips for Tumblr beginners!
Changes to Google in 2014
/by Corey PadveenGoogle updates its algorithm roughly 500 times per year, so we can expect some significant changes to Google in 2014.
Focus on Conversation
If we know one thing for certain about Hummingbird, it is that it focuses on the conversational aspect of search. The assumption should no longer be that people are looking for, “Buy black winter hat cheap,” but rather, “Where can I buy a cheap black winter hat?”
The latter is referred to as a ‘soft search’ and this is the direction in which we need to focus our efforts as search and social marketers. Google made it clear when they introduced Hummingbird that it will integrate very heavily with Google’s social layer, which focuses on conversation in Google+ and other social networks.
In 2014, we should expect this focus to increase and optimize our content for these kinds of soft searches as opposed to focusing on keyword density (but that’s nothing new).
Focus on Social (Even More)
Expanding on that point about the social layer, changes to Google in 2014 will surely include an even greater focus on social activity. The reason why Google has transitioned to a soft search approach is because of how many people turn to social media in order to conduct their searches now.
When over 95% of people trust the recommendations made by friends and family, you know they are more likely to quickly post a question (like the winter hat example above) to Facebook while conducting their own research on Google. Considering links on social networks contribute (quite significantly) to improved search rankings – and we can expect that contribution to rise in the coming year – this should continue to be a focus for your brand in 2014.
Focus on Mobile
The world is going mobile. In fact, estimates suggest that by the end of 2013 (so, in other words, now) there will be more mobile devices than there are people on Earth. And by 2017, there will be an estimated 1.4 mobile devices on Earth per person. Suffice it to say that mobile is important.
As mobile devices become smarter and more user-friendly, people will increase their use of their mobile devices and slowly move away from their desktop. Not to mention the fact that in the developing world, mobile devices are much more readily accessible than desktops. One of the major changes to Google in the coming year is going to be an increased focus on mobile.
Ensure that your website, app and all of your content are optimized for mobile in order to ensure that it is easily shareable and discoverable. Over the course of the year, Google will be sure to incorporate mobile readiness into search rankings in a much bigger way.
The fact that there are still detractors from the platform is mind-blowing. This is a social network owned an operated by a search giant that openly tells people to focus on social media. What better place to share your content than on that platform’s social network?
Every year, Google+ becomes more important to search. Bit by bit, Google is transforming their business structure to become a more social company. Doesn’t it behoove your brand to be active on the networks they own?
These are just a few of the changes we can expect to come from Google in 2014. What will you do differently? Tell us in the comments below or on Twitter!
Why Your Facebook Posts Organic Reach is Down
/by Corey PadveenA lot of brands have noticed that their Facebook posts organic reach is down and many are asking why.
Yes, it’s true. The reach of your page posts is not going to be quite as far without some financial stimulation. After all, Facebook is a business with a valuation roughly ten times its revenue, and they are going to have to find a way to even that out. So what is their answer? Make brands pay for their marketing efforts.
What is happening?
About a year ago, Facebook’s EdgeRank algorithm underwent some changes and brands started to see a decrease in reach. According to Facebook, this was their way of providing people with the best possible experience and removing spam from individuals’ news feeds. This time around, Facebook is being much more blunt about what they are doing.
It is no secret that brands use Facebook for marketing efforts. Sure, the approach on the network is a much softer sell than say, on their website. But still, Facebook is a marketing and advertising medium, and the social network realizes that. So, another recent overhaul of the Facebook algorithm has resulted in this: brands have to pay to play.
The paradise of ‘free’ (and I use that word very lightly) marketing is over. With over a billion users, Facebook is no longer letting brands access these pools of potential customers without paying for permission. In a recent publication by Facebook, it was revealed that brands are going to need to consider investing in the network in order to reach fans in their news feeds.
Why are brands upset?
This is pretty clear. Brands have spent a tremendous amount of time and resources building loyal fanbases. Now, Facebook is telling them that that they are going to have to pay to reach that audience.
So naturally, companies are asking, “What was the point of building up my audience if I was just going to have to pay for people to see my content?” Well, that’s a fair point. But there are certain benefits to advertising that very few brands have taken advantage of to date; they’re going to have to now.
What’s so great about advertising?
Facebook advertising offers a whole selection of great targeting options. In addition to the usual demographics, brands can also choose to target users by device (FYI, mobile is the way to go), pages liked and even interests!
Even if you had built a large audience on Facebook, you still would not have been able to specifically target these users. All you could do was post to your page and hope for the best.
What’s more, advertising on Facebook is still very inexpensive. Currently, only 4% of companies on Facebook are leveraging the power of ads. Facebook needs to keep them affordable if they want people to take advantage of them. So, before prices skyrocket (look at Google AdWords for competitive categories) your brand should take advantage of the great advertising platform.
Have you noticed a drop in your Facebook posts organic reach? Tell us if you plan on advertising in the comments below or on Twitter!
The Best Holiday Video Campaigns of 2013
/by Corey PadveenCreative holiday video campaigns are always something people look forward to, and 2013 did not disappoint.
While the holiday season is make-or-break for many companies, it is also a time of giving, sharing and coming together. So, the aggressive salesperson angle will usually fall flat. This is the time of year when creativity needs to reign supreme, and these five brands did exactly that.
Instead of approaching the season as a time to sell, they approached as a time to give, laugh and, perhaps most importantly, make people feel good. The holiday video campaigns put together by the five brands below are certainly among the best this year, and some of the best we have ever seen.
Have a look and pick your favorite!
WestJet Christmas Miracle: Real-Time Giving
This is as heartwarming as it is impressive. A lot of thought went into creating this brilliant campaign and it does a lot to make you seriously consider abandoning all other airlines for WestJet.
John Lewis Christmas Advert 2013 – The Bear and the Hare
As noted above, this time of year is all about friendship and coming together. John Lewis, a UK-based retailer, made the millions of people who watched this video feel something very strong without using a single word.
Heineken – Carol Karaoke
Taking chances isn’t necessarily the first thing one thinks of when asked what comes to mind at the holidays. But Heineken managed to make that the focal point of this holiday ad.
Apple – Misunderstood
With an alternative perspective on today’s glued-to-your-phone culture, Apple helps people relate to technology on a much more personal level with this moving ad.
http://www.youtube.com/watch?v=ImlmVqH_5HM
K-Mart – Show Your Joe
Last but certainly not least, we all love to laugh. This funny advert from K-Mart leaves viewers with a chuckle again, without the use of a single word. It takes great creative minds to make people react without a blatant call-to-action.
And there you have it! These are five of the best holiday video campaigns of the 2013 holiday season. Which one is your favorite? Did you love one that wasn’t listed? Tell us in the comments below or on Twitter!