Chief Marketer » Social Content http://www.chiefmarketer.com Home Page Wed, 23 Apr 2014 17:59:11 +0000 en-US hourly 1 http://wordpress.org/?v=3.6.1 10 Different Visuals to Increase Social Media Engagement http://www.chiefmarketer.com/social-marketing/10-different-visuals-increase-social-media-engagement-22042014?utm_source=rss&utm_medium=rss&utm_campaign=10-different-visuals-increase-social-media-engagement http://www.chiefmarketer.com/social-marketing/10-different-visuals-increase-social-media-engagement-22042014#comments Tue, 22 Apr 2014 18:47:45 +0000 admin http://www.chiefmarketer.com/?p=138811 Using a variety of types of visuals can greatly improve response and engagement in your social media marketing.

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Bob Cargill (ClickZ)

social mediaMarketing on social media has its ups and downs, but if you want more likes, comments, shares, retweets and clicks, you should include visuals with your social media posts. This author lays out 10 different visuals to help you do just that.

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Geotagging Helps Genghis Grill Engage Diners Via Instagram http://www.chiefmarketer.com/mobile-marketing/geotagging-helps-genghis-grill-engages-diners-via-instagram-21042014?utm_source=rss&utm_medium=rss&utm_campaign=geotagging-helps-genghis-grill-engages-diners-via-instagram http://www.chiefmarketer.com/mobile-marketing/geotagging-helps-genghis-grill-engages-diners-via-instagram-21042014#comments Mon, 21 Apr 2014 18:56:14 +0000 Patrick Gorman http://www.chiefmarketer.com/?p=138709 Mobile is helping build-your-own-stir-fry restaurant chain Genghis Grill genghis-355interact with diners posting photos and status updates during their meals.

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Mobile is helping build-your-own-stir-fry restaurant chain Genghis Grill genghis-355interact with diners posting photos and status updates during their meals.

The core demographic for Genghis Grill—which has 110 locations in 25 states—is young adults, particularly women ages 25 to 45. The brand is leveraging social management solutions from MomentFeed to manage its social presence and engage with customers and fans on a local level.

Through keywords and mobile geo-tagging, Genghis Grill is using the information from mobile and social to help run campaigns and monitor what’s going on online, as well as the perceptions of its customers about the restaurant chain’s management, staff and facilities, says Ron Parikh, CMO.

“You can see the power of localization through our Facebook pages, and Instagram is great because now they’re specifically checking in with their phones and taking photos, and you can geo-target to specific areas and interact with customers,” Parikh says.

Picture Perfect

MomentFeed’s Local Voice solution allows companies to engage with consumers on a local level through social media and location-based mobile check ins. On the engagement side, marketers can interact with users’ photos, posts, tweets and tips posted to Facebook, Twitter, FourSquare and Instagram.

“When you have hundreds of locations and you have photos associated with each one, unless you centralize that you cannot manage it. We centralize that information in one location and aggregate across the social platforms,” says Joergen Aaboe, director of marketing for MomentFeed.

Photos taken by customers on their mobile devices via Instagram are geo-tagged to restaurant locations and/or hashtagged by users. Mobile photos are then geo-tagged to specific Genghis Grill locations, allowing social media managers to interact with users on a local level. Now, the Genghis marketing team can “like” photos, comment on pictures and interact with customers directly. Having the photos grouped by location is also a super-efficient way to stay engaged with social communities.

“If you’re just using standard Instagram tools to look for hashtagged photos, you’re missing a ton—we estimate that 40% of Instagram photos are actually tagged to a location, so if you’re not looking for those and you don’t have the tools to search for them, you’re missing valuable content,” Aaboe says.

“Instagram is so visual and impactful. Consumers are loving it, and Instagram is still growing tremendously, with 200 million active users. It’s a consumer-driven channel, so the question is how can brands engage on their terms? For Genghis Grill, it’s through engaging, sharing and liking their customer’s mobile pics posted from their restaurants,” Aaboe says.

When the Genghis Grill social team interacts with and engages customers by liking their mobile photos and posts, the results have been clear.

Brand Recognition

“When we put those interactions on our social pages, people like it because they’re being recognized for their interaction with the brand. It’s a huge factor for us to gain momentum, because we don’t have that big of a marketing budget and we’re spread out with 110 locations over 25 states. Things like this help us take it to the next level,” Parikh says.

The chain’s current campaign is an annual effort tagged #healthkwest. In each of its markets, the social team finds one ambassador to promote the brand. #Healthkwest is a healthy weight-loss challenge, and the ambassadors aim to lose weight by eating free Genghis Grill food over the course of 60 days. They also get the opportunity to talk about their journey by taking pictures of what they create in the restaurant and the recipes they create.

“We assign them tasks each day in their market, for example, we have them go tell two strangers about the brand, take photos and post about it on our blog with the hashtag, or tell their story to media outlets,” Parikh says.

And consumers are becoming more open and willing to share their mobile location information with social networks, according to Jackie Heath, Genghis Grill’s social media/PR marketing manager.

“There is an increase in mobile location services being turned on, and that’s how we can mark exactly where all of those Instagram photos are coming from. We’ve noticed a huge increase in that over the past two months, and it’s something people are starting to use more. We’re getting a lot more check ins,” Heath says.

With that increase in mobile geo-location usage, making sure locations are accurately mapped is becoming increasingly important. If an address isn’t properly geo-tagged, those valuable mobile check-ins could be lost.

“I think it’s really crucial for us because we don’t have big billboards or TV advertisements, so the first thing people do is Google search us and if that is inaccurate it’s hard for us to get a new fan in the door. Those mobile check ins are really crucial, and they’re part of our annual plans to get people in the restaurant,” Parikh says.

MomentFeed’s PinSync solution addresses this problem specifically by optimizing store finders and local pages on Facebook, Foursquare and Google with corrected latitude/longitude and updated branding and contact details.

“It’s a problem that every brick-and-mortar business has—if you have physical locations, you’re struggling in this mobile era because your location data is often inaccurate. It shows up in Yelp reviews, Google and Facebook, so getting the location right is a big deal. This is a navigation-and-lost revenue issue, and an issue of lost social media engagement,” Aaboe says.

Genghis Grill has been pleased with the results of its mobile initiatives so far.

“For our MomentFeed engagement numbers, our goal for 2014 was to get from 15,000 to 45,000 and to increase our total reach number to 3 million. We hit that goal last week and we achieved it in one quarter. We have 1.6 million opt-in users in our database and our goal is to get to 2 to 2.5 million users by the end of the year. Our focus is on acquisition and conversion, mostly done through social media,” Parikh says.

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3 Strategies to Harness the Power of Personal Branding http://www.chiefmarketer.com/social-marketing/3-strategies-make-personal-branding-work-brand-17042014?utm_source=rss&utm_medium=rss&utm_campaign=3-strategies-make-personal-branding-work-brand http://www.chiefmarketer.com/social-marketing/3-strategies-make-personal-branding-work-brand-17042014#comments Thu, 17 Apr 2014 15:22:07 +0000 admin http://www.chiefmarketer.com/?p=138637 Recognizing the impact of personal branding and harnessing its power can create enormous gains for the brand.

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Brad Miller (Search Engine Watch)

personal brandingPersonal branding (individuals who develop a meaningful social presence) creates challenges for organizations, specifically with governing their employees’ actions. But this emergence creates even more opportunities that are far more exciting. The brand now has the ability to scale content and PR efforts while casting a wider net of exposure.

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Honey Maid Responds to Anti-gay Comments: Video http://www.chiefmarketer.com/social-marketing/honey-maid-responds-anti-gay-comments-video-17042014?utm_source=rss&utm_medium=rss&utm_campaign=honey-maid-responds-anti-gay-comments-video http://www.chiefmarketer.com/social-marketing/honey-maid-responds-anti-gay-comments-video-17042014#comments Thu, 17 Apr 2014 14:48:44 +0000 admin http://www.chiefmarketer.com/?p=138629 Honey Maid responded to critics of its ad with a video showing way more people liked it than didn't.

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Nathalie Tadena (CMO Today)

branded videoThe Honey Maid brand took a real bashing over its March ad showing interracial and same-sex families. It responded with a new artistic video showing the difference between the number of negative ads, versus the number of positive ones.

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Tweet of Katherine Heigl Gets Duane Reade in Hot Water http://www.chiefmarketer.com/social-marketing/tweet-katherine-heigl-gets-duane-reade-hot-water-17042014?utm_source=rss&utm_medium=rss&utm_campaign=tweet-katherine-heigl-gets-duane-reade-hot-water http://www.chiefmarketer.com/social-marketing/tweet-katherine-heigl-gets-duane-reade-hot-water-17042014#comments Thu, 17 Apr 2014 14:18:53 +0000 admin http://www.chiefmarketer.com/?p=138619 Duane Reade finds itself in court after posting a tweet that included a pic of actress Katherine Heigl.

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Martin Beck (Marketing Land)

KatherineHeigl175All of us marketers love to take advantage of the unexpected, like when actress Katherine Heigl was snapped walking out of a Duane Reade store and the brand quickly posted the pic along with a tweet. Who didn’t love it was Katherine herself, who filed a lawsuit in New York suing the brand.

 

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Content Marketing is NOT Advertising http://www.chiefmarketer.com/promotional-marketing/content-marketing-advertising-16042014?utm_source=rss&utm_medium=rss&utm_campaign=content-marketing-advertising http://www.chiefmarketer.com/promotional-marketing/content-marketing-advertising-16042014#comments Wed, 16 Apr 2014 20:43:04 +0000 admin http://www.chiefmarketer.com/?p=138597 This article offers tips on preparing and evaluating content marketing and yielding benefits.

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John Hall (Forbes.com)

content marketing

Content marketing is not designed to convert leads immediately. The goal is long-term, continuous engagement. Content marketing may take longer to convert leads, but over time, it significantly drives down conversion costs. This article offers tips on preparing and evaluating content marketing and yielding benefits.

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Surviving Facebook’s 1% Brand Reach http://www.chiefmarketer.com/social-marketing/surviving-facebooks-1-brand-reach-15042014?utm_source=rss&utm_medium=rss&utm_campaign=surviving-facebooks-1-brand-reach http://www.chiefmarketer.com/social-marketing/surviving-facebooks-1-brand-reach-15042014#comments Tue, 15 Apr 2014 18:19:22 +0000 Tim McMullen http://www.chiefmarketer.com/?p=138517 Facebook is said to be announcing a change to their News Feed algorithm, EdgeRank, that reduces the organic reach for brand pages to just 1%-2% of their fans.

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It’s a fact: nobody likes freeloaders.  They overstay their welcome, eating all the food in your pantry, taking up real estate on your couch and, then, when the delivery guy arrives with dinner, they’ve somehow always misplaced their wallet.  You love them—and are probably related to them—but can only take so much.

Well, for years brands have been freeloading in prime advertising real estate, the Facebook News Feed.  Brand pages integrated so seamlessly into news feeds that most users (and brands) forgot Facebook is more than a social network—it is a business.  A business with a fairly simple revenue stream: Advertisements.  Well, brands, ready or not, Facebook has put its foot down. Your News Feed freeloading days are over.

What is Facebook doing?   
According to ValleyWag, Facebook is said to be announcing a change to their News Feed algorithm, EdgeRank, that reduces the organic reach for brand pages to just 1%-2% of their fans.  This is a startling difference from the 16% reach branded pages received just a year ago.

What does this mean for big brands like, say, Oreo? Oreo has worked very hard to attract its almost 36-million-person audience.  With this change, each post only has the potential to reach 36,000 people.  Ok, so maybe Oreo isn’t the most relatable example, but who is this really going to hurt the most? Smaller brands. The Mom and Pop bakery with 1,500 fans will now only reach 15 people. Their ability to self promote and easily connect with fans is going to change drastically.

What does this mean for my brand?
Take a deep breath and don’t jump ship quite yet.  Facebook, with over one billion users worldwide, is still a valuable place to create a community for your brand.  It allows your brand to have a voice and offers a place for direct conversations with your customers.  Ok, now that the panic is subsiding, let’s look at your options.

Play by the rules: Pay up.  
Facebook is simply reminding us all that they are a business, a business that is fueled by advertising dollars.  Brands need to begin to treat Facebook as a media channel instead of just social media.  When creating social media strategies, include an ad spend budget.  Can you pull money from other budgets to divert to Facebook advertising?  It is still a very cost effective way to advertise as prices start as low as $5.   Remember, the change in EdgeRank does not affect the user experience in any way.  Your fans aren’t going anywhere.

Get to know your fans.
Facebook offers free analytics for every brand page.  Take some time to understand who your fans are, when they are online, and what types of posts they gravitate towards.  Treat every post as an opportunity to learn and optimize. Create content your fans love and would be willing to share on your behalf, and when possible incentivize them to do so!  Fans are 20% more likely to share content if there is an incentive attached and that is a great strategy to get your content in front of more eyeballs.

There are no more tricks.
Old tricks like focusing on the highest reach content aren’t going to work anymore.  Facebook no longer gives preference to one type of content but rather encourages a variety – so rotate between a mix of pictures, videos, and status updates.  Also, keep in mind that Facebook’s goal is to keep users on their platform.  Try not to post links or videos that drive users away from Facebook.

Utilize the features that Facebook already offers.  
Tag users for increased visibility in posts, ask your fans questions to drive up engagement in the comments section, and create art people will want to share for added exposure.  And hashtags?  Save them for Twitter and Instagram.

Explore other platforms
It may be time to embrace Instagram, Twitter, Pinterest or other social media opportunities.  Let the message your fans desire to hear influence the channel you choose.  Some of the most successful brands on social media create multi-channel opportunities to interact with their fans.

Twitter: Twitter is all about what is happening right here and right now.  Are you a restaurant with a daily changing menu?  Post each special item daily.  Looking to attract a larger audience?  Find a trending hashtag that automatically enters you into a relevant conversation.   You can also strike up conversations with your fans.  Responses and actions spurred by Twitter fans’ comments can create invaluable consumer excitement as they feel you are listening to their concerns.

Instagram: Instagram is an opportunity to tell your brand story through visuals. You can create brand personality by offering “behind-the-scenes” looks that many fans crave.  Authenticity is the key so avoid overtly promotional posts.  Hashtags are welcome on Instagram but remember to be tasteful.  Avoid using more than three and make sure they are relevant to the content you create.

Pinterest: Creativity and discovery are the key to success on Pinterest.  People seek inspiration in fashion, home design, weddings, and so much more.  Pinterest is also one of the most influential and trackable social channels out there for online shopping.  In fact, according to Piqora, on average, a pin generates 78 cents in sales.

For Facebook, cutting down organic reach for brands is a logical way to secure money, but don’t expect this to be chiseled in stone.  Facebook’s policies and algorithms are constantly ebbing and flowing so be prepared for changes in the future.  The key to social success is listening to your fans.  Be true to your brand, accessible to your customers, and responsive to their needs.  And c’mon.  Brands have been crashing on Facebook’s sofa for 10 years.  You can’t say they weren’t patient.

Tim McMullen, founder and executive creative director of redpepper.

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Posting a Video on YouTube? 4 Steps to SEO it. http://www.chiefmarketer.com/social-marketing/posting-video-youtube-4-steps-seo-09042014?utm_source=rss&utm_medium=rss&utm_campaign=posting-video-youtube-4-steps-seo http://www.chiefmarketer.com/social-marketing/posting-video-youtube-4-steps-seo-09042014#comments Wed, 09 Apr 2014 22:14:39 +0000 admin http://www.chiefmarketer.com/?p=138331 Posting video on YouTube can bring some real life to your brand, but don't forget to SEO it. Here's 4 steps.

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David Ahn (Social Media Impact)

viral videoWe all know that video can be a key ingredient in the marketing mix, but did you know that search-engine optimizing the video is often forgotten. This article points out four steps to take to SEO your YouTube video complete with images to further show us how to do it.

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3 Ways to Make Sure Your Brand Page is Hoppin’ on LinkedIn http://www.chiefmarketer.com/social-marketing/3-ways-make-sure-brand-page-hoppin-linkedin-03042014?utm_source=rss&utm_medium=rss&utm_campaign=3-ways-make-sure-brand-page-hoppin-linkedin http://www.chiefmarketer.com/social-marketing/3-ways-make-sure-brand-page-hoppin-linkedin-03042014#comments Thu, 03 Apr 2014 16:27:12 +0000 admin http://www.chiefmarketer.com/?p=138085 Get some chatter going on your LinkedIn branded page with these three tips.

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David Ahn (Social Media Impact)

linkedin sponsored updatesJust because we’re all in the marketing world, doesn’t mean we don’t need a branded LinkedIn page. In fact, LinkedIn is now responsible for a staggering 64% of all visits from social media channels to corporate websites, Econsultancy reported. Here’s how you can get some LinkedIn love.

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Facebook “Big Sister” Video Addresses Criticism of Facebook Overuse http://www.chiefmarketer.com/social-marketing/facebook-big-sister-video-addresses-criticism-facebook-overuse-27032014?utm_source=rss&utm_medium=rss&utm_campaign=facebook-big-sister-video-addresses-criticism-facebook-overuse http://www.chiefmarketer.com/social-marketing/facebook-big-sister-video-addresses-criticism-facebook-overuse-27032014#comments Thu, 27 Mar 2014 13:07:06 +0000 Patricia Odell http://www.chiefmarketer.com/?p=137627 Facebook launched a series of Youtube videos to combat the loud voices claiming Facebook is way overused. They're fun and lively and get the message across.

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Facebook "Big Sister" VideoWe’re hearing plenty in the media about how all of us are spending way to much time on Facebook and not enough actual face-to-face time. To combat some of that criticism—and to keep users using—Facebook has quietly debuted a new series of videos on its YouTube Channel to remind users that its social sharing network is more a part of life, than life itself. The videos, produced by Wieden & Kennedy each tell a story, like this one of a child running through the house with excitement announcing that she is going to have a “Big Sister.” It’s real cute and gets the message across.

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