Thursday 31 August 2017

5 Social Sharing Tools for Teams

Do you want your employees to contribute to your social media marketing? Looking for tools to manage the content people share on social? In this article, you’ll discover five tools that will help you coordinate the content your team posts on social media. #1: Leverage Employee Advocacy With Smarp If you’re looking for ways to [...]

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Wednesday 30 August 2017

How to Improve Your LinkedIn Engagement

Want your LinkedIn posts to attract more viewers? Wondering how to increase views and shares of your LinkedIn content? In this article, you’ll discover five simple tactics to improve engagement on your LinkedIn posts. #1: Write Text-Only Posts You’ve probably heard that people engage more when a social media post shows an image or video. [...]

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- Your Guide to the Social Media Jungle



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Tuesday 29 August 2017

The Complete Guide to Video Content Marketing on Social

How to Create Testimonial Videos

Do you want to use customer endorsements in your social media marketing? Wondering how to create a persuasive testimonial video? In this article, you’ll learn how to produce an effective testimonial video to share on social media. Why Testimonial Videos? People value the opinions of their peers. According to a BrightLocal study, 84% of consumers [...]

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- Your Guide to the Social Media Jungle



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Monday 28 August 2017

How to Conduct a Deep Facebook Analysis

How to Set a Facebook Ad Budget

Wondering how much you should spend on Facebook ads? Do you need to set a budget? In this article, you’ll discover how to set a Facebook advertising budget by working backward from the revenue you need to generate. #1: Set a Target Revenue Goal Defining a revenue goal for your campaign seems like a simple [...]

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Saturday 26 August 2017

#SproutChat Recap: Creating Content on the Go

One of the most important and versatile tools a social media manager has is right in the palm of their hand—a smartphone. From on-the-go monitoring to content creation, it’s a must-have tool that only keeps advancing. Capturing moments can turn out to be more worthwhile than you know, so it’s best to be equipped with everything you need.

In this week’s #SproutChat, we were joined by Sprout All Star Elite, Fritz Klug, the Digital Content Specialist at Bell’s Brewery, to chat about the ins and outs of creating content on the go. We covered where to start, the benefits of timely content and best practices for creating engaging content.

It’s All About Timing

Take advantage of the moment by capturing something while it’s in action. Being able to show a behind-the-scenes look or a live event can be beneficial for a brand by delivering real-time content to your audience.

Be Authentic

Since you’re capturing a moment while you’re out and about, be sure to tap into the authenticity of the moment and stay away from producing a high gloss piece of content. There are a variety of apps and tools that allow you to have a little fun with your photos and videos, but remember that the more authentic the content feels, the more engaging it will be.

Be in the Moment, Edit Later

If you’re creating videos on your phone, you’ll want to ensure that it’s a good quality, watchable piece of content. Try utilizing a tripod to stabilize and a plug in microphone for good sound quality.

Make Something New From Old Content

As a social content creator, you’ll want to steer away from getting too repetitive in what you share. Old content can always be spliced or edited into something fresh and new for use at a later time or on a different platform.

In next week’s #SproutChat, we’ll be joined by Veronica Brown of the Chicago Public Library Foundation to chat about doing social media when you’re doing social good. Until then check out our Facebook community to connect with other folks in the industry.

This post #SproutChat Recap: Creating Content on the Go originally appeared on Sprout Social.



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Facebook Publisher Changes, YouTube Breaking News Section, and Facebook Camera Updates

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show with Erik Fisher, Kim Reynolds, and Jeff Sieh, we explore Facebook Publisher changes, YouTube Breaking News, Facebook Camera updates, [...]

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Friday 25 August 2017

Selling With Video: YouTube and Facebook Video Marketing

Want to create a sales video that converts? Looking for expert tips about building rapport with your prospects? To explore how to sell with video on YouTube and Facebook, I interview Jeremy Vest. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to [...]

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- Your Guide to the Social Media Jungle



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Thursday 24 August 2017

How to Convert Your Blog Posts Into Videos

Looking for an easy way to create video content? Do you blog? In this article, you’ll learn how to turn a blog post into two types of videos you can share on social media. #1: Segment Your Blog Post for Scripting Video is the perfect way to repurpose your content. Start by looking at your [...]

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- Your Guide to the Social Media Jungle



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Wednesday 23 August 2017

How to Use Instagram Hashtag Analytics to Grow Your Brand

24 Hot Tools and Apps for Social Media Marketers

Want to try some new social media marketing tools? Wondering which apps can enhance your social media audio, video, and images? In this article, you’ll discover 24 useful social media tools. #1: Narro Narro is an app that converts text articles into audio files so you can listen on the go. To convert a text article [...]

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Tuesday 22 August 2017

Facebook for Business: The Ultimate Facebook Marketing Guide

If you’re new to Facebook business options or want to add something new to your current Facebook marketing plan, this page is for you. Here, you’ll find articles and resources to help beginner, intermediate, and advanced marketers use Facebook pages, profiles, groups, ads, Live video, analysis, contests, and more for business. Put My Business on Facebook [...]

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- Your Guide to the Social Media Jungle



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How to Become a Successful Social Media Consultant

Personaliza tu perfil y los informes de red con el Creador de informes

Personalize seus relatórios de perfis e redes com o Criador de Relatórios

How to Repurpose Blog Posts Into Instagram Albums

Are you looking for Instagram content ideas? Have you considered repurposing your blog content into Instagram albums? Grouping multiple images from a blog post into an Instagram album can bring engaging content to Instagram. In this article, you’ll discover how to combine blog posts into Instagram albums. Why Use Instagram Albums to Repurpose Blog Content? [...]

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Monday 21 August 2017

Saturday 19 August 2017

How Agencies Can Prove the Value of Engagement to Clients

It doesn’t matter what city you live in, the size of the agency you work for or the piece of business you work on—sooner or later your client will ask the one question known to make even the most seasoned social media marketer wince: “What’s the value of engagement?”

Of course, methodologies already exist to quantify attribution to harder metrics, like web traffic and lead generation on social. But what if your client is a brand that doesn’t focus on B2B sales, e-commerce or another neatly quantifiable objective? How can agencies effectively prove the value of social media engagement to clients?

Setting the Record Straight

The thing is, proving the value of engagement will never be about tying a clear, quantifiable dollar sign to likes, comments, shares, DMs or @mentions. There’s too much ambiguity in that pursuit to satisfy any of your stakeholders. Engagement is more about building and maintaining the relevancy of a brand in the mind of its social community. Luckily, there are some pretty great ways to do just that that your client will see value in.

Don’t hang your S.O.W. hat on this, but your engagement efforts just might be rewarded with an uptick in site visits (🙌 ). Socialbakers conducted a study that found a direct correlation between Facebook engagement and site visits. Top of mind, it seems, can equal tip of finger.

Engage the Community, Build the Brand, Prove the Value

Time to get down to the fun stuff. Here are three ways you can prove in no uncertain terms, the value of engagement to your clients.

1. Social Customer Care

Social customer inquiries may appear as a comment on a post or they may be stand alone as posts to your page or @mentions. Both are engagement. Jay Baer of Convince and Convert claims that “social media customer service is the new marketing” and we’re apt to agree. Why? Because nearly every initial interaction on social is public facing. It’s a “spectator sport,” as Baer puts it. That means that when you provide outstanding customer service on social you get more than just the benefit of preventing a lost customer, you get to reinforce the brand’s commitment to the customer in the eyes of every person who saw the comment, post or tweet.

The formula for successful social customer service is pretty easy. Reply quickly, empathize, go the distance in making the customer happy (this separates the wheat from the chaff in business) and close the loop on the social post. Pro tip: If you need to turbocharge your customer care efforts on Twitter, try automating individual workflows with a bot builder.

Lastly, prove the value of social customer service by documenting each case and then review your results each month with your client. Results vary by industry and social platform, but with a smart strategy and a little digital elbow grease you’ll be showing your client how Twitter “decreases cost per customer care resolution by 80%” compared to other customer service channels.

2. Get Real Feedback from Brand Advocates

Where else beside social can you find an audience willing to provide feedback about a product or business honestly and without compensation? 70% of brand advocates recommend at least 5 products per year to their friends and family, so it stands to reason that they would just as well want to share their opinions about your client’s brand with you.

Why not give them that opportunity? Start by collaborating with your client to figure out what pieces of feedback you’d like get from the brand advocates. Then turn the comment section of a social post or a Twitter chat into an open focus group with a strong call to action. Don’t be afraid of honest criticism. That’s the point. Actively respond and thank the community members for their responses. If you have some great brand swag, now would be the time to give it out.

The cool part about this tactic is that it can be used to add a layer of anecdotal insight to a product feasibility study or focus group. Plus, no matter how you use the response data, you’ve now succeeded in giving your biggest advocates a level of ownership over the brand that will likely deepen their affinity. Hello, word of mouth, it’s great to see you again.

3. Gather Insight on Engagement Through Social Listening

You’re posting engaging content, providing great social customer care and getting honest feedback from your advocates. You’re in the engagement trenches and loving every second of it. That’s awesome, but it’s time to take a step back and listen.

What you want to do now is use social listening to get a macro view of how consumers are engaging with your client’s brand. As D.C.-based consulting agency, Clutch, put it, “Think of the data collected through social listening as crowd-sourced research about your industry and customer base.” This is the forest to the previous bullet’s trees.

Three areas to focus are:

Sentiment-based terms used in conjunction with brand keywords. By utilizing custom keyword search queries and trend visualizations, you can identify areas of need when they matter most. Are you seeing a trend of ‘frustration’ terms around your client’s product? Address the issue on social and make clear the intention to fix it. Is there a positive keyword that sticks out? Good, highlight that strength in a post and watch the love roll in.

Side-by-side engagement trends by channel. What strengths do you see emerging for your client’s channels? Is Facebook the place for conversations while Twitter is for pass along? Maybe one channel is becoming the go-to for brand advocates while the other is plodding along. Use this information to optimize your content and engagement strategy. Engagement in, smarter strategy out.

Competitive analysis. Clients love this one. Show your client how their brand’s engagement stacks up against its top three competitors. Crushing them? Value proven. Lagging behind a bit? Give your tactical recommendations for how you plan to improve. Use our Ultimate Guide to Social Media Competitive Analysis to set yourself up for success.

Now that you’re on your way to becoming a master at proving the value of engagement, just remember that everything discussed above will take trial and error to dial in. It’s part of the multi-faceted, slow burn upside that is social media marketing. Take your time and tackle one piece at a time. As a British statesman once wrote, “Anything worth doing is worth doing well.” With any luck your client will feel the same way.

This post How Agencies Can Prove the Value of Engagement to Clients originally appeared on Sprout Social.



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LinkedIn Updates, New Facebook Ads, and the New Facebook Design

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show with Michael Stelzner, we explore LinkedIn updates with Erik Fisher, new Facebook ads with Amanda Bond, the new Facebook design, [...]

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Friday 18 August 2017

#SproutChat Recap: Social Media & Measuring Success

Marketers know that what metrics matter for one brand, aren’t always the same for another. Working in social, it can be tough to effectively measure the ROI of a social campaign since it’s not as cut and dry as a traditional marketing campaign. Of course, you can’t get around having to present the value of your efforts to leadership, especially if you have revenue goals tied to social.

In this week’s #SproutChat, we were joined by Sprout All Star, Jasmin Bollman of Rebel.com, to discuss challenges with social metrics and measuring revenue goal success from social campaigns.

Ensure Goals Are Being Met

Measuring your social ROI is a way to track and make sure that your efforts are meeting your brand’s bottom line. This measurement helps inform business decisions and social strategy direction.

ROI Isn’t Always Universal

Keep in mind that what works for one brand could be very different for another, as not all businesses strive toward the same goals. Take the time to consider your target objectives and make sure that your social campaigns are aligned with these.

Present Clear & Concise Information

Since social ROI is not as clear-cut to measure as traditional marketing campaigns, be sure that you’re presenting the most applicable data to senior leadership. Tell the whole, contextual story so those not involved in the day to day efforts feel as though they have a real grasp of what’s working.

Make Room for Changes Along the Way

It’s good to understand what’s performing well and what’s not, but it’s almost more important to be flexible to change along the way. Be agile and allow some wiggle room when business goals shift or the ROI isn’t what you initially mapped out.

Take Immediate Small Steps

There are many small items you can tick off a list that can help improve your measurement goals. Start by tracking objectives, add UTM codes to links and tagging your posts by segment type.

Join #SproutChat next Wednesday, August 23, at 2 p.m. CDT, to chat about creating content on the go with Sprout All Star Elite, Fritz Klug of Bell’s Brewery. Until then join our Facebook community to network with other folks in the industry and stay up to date on #SproutChat events.

This post #SproutChat Recap: Social Media & Measuring Success originally appeared on Sprout Social.



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How Monarch Implemented a Social Strategy That Drives ROI

Monarch has been operating out of the UK since 1968. Since its inception, the airline has centered its business around one core objective: providing an exceptional customer experience. While Monarch’s goal has remained the same, the consumer journey has drastically changed since the company first took flight. Long gone are the days when call centers were the only answer to customer care.

The fact that 49% of consumers are more willing to purchase from brands that respond to them on social makes it imperative that Monarch is more than present online, it needs to be proactive. In accordance with its mission, the airline regularly engages in personalized conversations with current and prospective passengers.

But how does this investment translate to revenue? Like most organizations, Monarch’s team found it challenging to communicate the business impact of social engagement to leadership. This changed once the airline implemented a four-part approach focused on efficiency and driving ROI.

Break Down Silos & Structure for Efficiency

Monarch segments its social customer care team without sacrificing communication. The airline divides its customer care agents into two groups: ‘flights’ and ‘holidays.’ The flight team is responsible for pre- and post-flight inquiries while the holiday team manages all things related to Monarch’s travel packages. Twenty-four agents, split into two teams of 12, are active in Sprout Social. Regardless of where they sit, each agent is able to identify and task inbound messages to the appropriate contact. Best of all, agents don’t have to worry about overlap. Sprout’s user-level permissions and collision detection features ensure that duplicative efforts are avoided.

Invest in the Right Social Platforms

Eighty-percent of customer service requests on social happen on Twitter. And, when compared to other customer care channels, Twitter decreases the cost per customer care resolution by 80%. These figures alone make the platform a natural conversation hub for passengers looking for information or in need of an immediate response.

To accommodate the wants and expectations of their customers, Monarch doubled down on Twitter. Within eight months, Monarch decreased its reply thread size by 11%. The airline adopted a twofold strategy that focuses on proactive and reactive customer care.

Proactive, planned content is more advertorial. This content is meant to inspire and educate customers on where Monarch flies and what travel packages the airline offers.

Reactive, real-time conversations are aimed at relationship building through quick, accurate responses. Customer care agents sign each Tweet with their initials. This extra level of engagement enables Monarch to build a personal rapport with passengers.

Put the Customer Experience First

A study conducted by Twitter, in partnership with Applied Marketing Science, revealed that customers who receive a response from an airline inquiry on Twitter are willing to spend approximately $9.00 more with that company. For Monarch, that means money. In 2016, Monarch publicly interacted with 20,342 unique users on Twitter–giving the airlines the potential to increase its yearly revenue by $183,078.

Still, a response isn’t enough. When customers interact with an airline on Twitter they expect that their problem is resolved on Twitter–not on another platform. A seamless customer experience stands out against the airline’s competitors.

But what happens when passengers are Tweeting questions with answers that rely on sensitive information? How does Monarch keep the conversation on Twitter when it will likely progress to confidential details?

When interactions start to move towards collecting sensitive information, agents direct customers to Twitter’s private message functionality with Twitter DM Deep Links. This enables customers to send a Direct Message to Monarch without leaving the original Tweet.

“The fact that we’re providing the DM Deep Link makes that process so much smoother. It goes back to the customer experience–making it easier and more friendly,” said Naomi Bressan, Social Media and Contact Executive at Monarch.

Since enabling Twitter DM Deep Links in Sprout, Monarch has experienced a 37% increase in DMs, allowing them to help more customers, more efficiently. Which, according to Twitter, is significantly higher than DM Deep Link’s average 30% Tweet-to-Direct Message conversion rate.

Standardize Reporting Metrics

Monarch’s team knew that in order for its social customer care and engagement efforts to be fully understood by leadership, reporting metrics had to be standardized. That’s why the team gives special attention to Sprout’s Twitter Feedback Report which highlights team Net Promoter® Scores (NPS)–a methodology used to gauge customer loyalty.

“Twitter NPS is amazing because our Customer Insights team is already using that system to measure customer satisfaction. Now, we can really start to measure social care and benchmark Twitter against our other channels,” said Bressan.

Standardizing reporting metrics across functions allows Monarch’s social team to accurately and effectively communicate the ROI of engagement across the organization. Since enabling Twitter Feedback, the airline reports an 8.8 out of 10 average customer satisfaction rating which correlates to an outstanding 50 NPS score. Proving to leadership that Monarch’s customers aren’t only present on Twitter, they’re engaged.

This post How Monarch Implemented a Social Strategy That Drives ROI originally appeared on Sprout Social.



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How to Optimize Your Facebook Ads: A Proven Approach

Want to improve the performance of your Facebook campaigns? Wondering how to successfully test and fine-tune your Facebook ads? To explore his process for optimizing Facebook ads, I interview Azriel Ratz. More About This Show The Social Media Marketing podcast is an on-demand talk radio show from Social Media Examiner. It’s designed to help busy [...]

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- Your Guide to the Social Media Jungle



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Thursday 17 August 2017

Scale 1:1 Engagement with Facebook Messenger Chatbots

Facebook Live Tools: An Essential Checklist for Creators

Wondering what tools and desktop software you need to produce a Facebook Live show? Looking for a guide to tech setup and pre-show production? In this article, you’ll discover how to manage the technical side of a Facebook Live show. #1: Gather the Equipment You Need for Your Live Broadcast During any Facebook Live show, [...]

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Wednesday 16 August 2017

Customize Your Profile & Network Reports With Report Builder

3 Components of Social ROI Your Brand Is Forgetting About

Most marketers view social as one of two things: an extension of existing customer care efforts or an advertising channel. In order to truly see the bottom line impact of social, your organization’s viewpoint needs to shift. You need to think of social as a building block that has the power to support, inform and accelerate nearly every aspect of your business.

Focus on three analytics that illustrate social’s impact beyond marketing–research and development, customer retention and referrals.

Research & Development

Social democratizes and diversifies the feedback loop for brands. It widens your focus group from a small subset of people who have the time and willingness to give feedback to a large group of engaged customers who are invested in your brand.

While social is a scalable, cost-effective way to collect demographic data, that feedback is wasted unless brands learn to apply that insight to their business. A Kalypso study on “Social Media and Product Innovation” revealed that while 70% of brands surveyed intend to use social for research and development, only 33% have a plan in place that allows them to apply those learnings. Furthermore, if there isn’t a solidified feedback funnel, the social media team loses its opportunity for attribution. Which makes it even harder for them to prove social’s organizational value.

Quantifying social’s impact on R&D isn’t as difficult as you might think. With management platforms like Sprout Social, you team can tag inbound social messages that are part of a larger campaign, contain product ideas or consumer feedback. From there, you can run a report that aggregates your tagged messages and provides meaningful and actionable customer data to stakeholders and senior leadership.

Customer Retention

A recent study from Duke University corroborated that CMOs are more likely to focus their resources on customer acquisition vs. retention. Proving these efforts are misguided, Harvard Business Review has cited that it’s five to 25 times more costly to acquire new customers than to retain existing ones.

Social is a front line to customer retention. It provides a personality to a faceless brand. The two-way conversation that social provides allows even moderately engaged customers to feel like they have a direct line of contact to your business. As a result, brands that use social media to interact with existing customers generate a higher Net Promoter score by an average of 33 points and increase customer spending by 20% to 40%.

But how can you translate that value into a measurable impact on your business? Frankly, it requires breaking down departmental silos and encouraging collaboration across internal teams — two actions that are proven to be extremely difficult for even the most agile companies.

Your sales and marketing teams should work to collaborate and track increased retention among customers who engage with your brand on social. Sure, it’s not easy, but strategizing and mapping out a cross-functional plan with your digital marketing, email, database and sales team will allow you to correlate data and accurately attribute retention to social. From there, you can start to understand the full picture of your efforts and compare those customers with your average retention rates.

Referrals

Referrals are one of the oldest forms of marketing and social casts a wider net on the act of simply telling your friends about a cool new product. Now you can turn on your smartphone and immediately send a Tweet to Virgin America that shares your thoughts with over 700,000 Twitter followers. Social is one of the most frictionless means of referral. It is scalable for a business and requires minimal work for the consumer. What other medium provides that?

One positive customer experience on social, amplified, could trump your million-dollar ad buy for the Super Bowl. It’s a real time, human-driven platform that can invoke the interest of a global audience or international media outlet in a matter of minutes. It’s the best medium we’ve ever had for engaging with customers and, in many ways, it’s still in its infancy stages. That’s why organizations that are still using social as an extension of their traditional advertising tactics come across as stale and, quite frankly, lazy.

With the simple additions of UTM codes and by taking advantage of advanced tracking, your brand can quickly and easily launch and measure a social referral program that benefits your business and its customers. Unlike email, phone or direct mail marketing, Facebook, Twitter and Instagram enable a brand’s consumer base to become a massive word of mouth machine. And since word-of-mouth is the primary factor behind 20% to 50% of all purchasing decisions, business shouldn’t be ignoring social’s impact.

Organizations typically try to attribute ROI metrics to individual tasks that can are easily quantifiable–reach, lead generation or traffic. But in order to accurately measure ROI, the importance of social throughout the organization needs to be communicated from the top down. It’s critical to onboard your organization in listening and engaging with your audience. Because, regardless of what business you’re in, it’s the customer journey that will have the most positive impact on your bottom line.

An adaptation of this article original appeared in Entrepreneur.

This post 3 Components of Social ROI Your Brand Is Forgetting About originally appeared on Sprout Social.



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Social Media Manager vs. Community Manager: What’s the Difference?

How to Use LinkedIn Native Video

Do you want more video views from LinkedIn? Wondering how uploading native video can help? Using the mobile app to record and share original, autoplay video directly on LinkedIn can boost views and engagement for your content. In this article, you’ll discover how to upload and share native video on LinkedIn via the mobile app. [...]

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Tuesday 15 August 2017

5 Crucial Questions Your Instagram Follower Analytics Will Answer

How to Create Snapchat Ads in Snapchat Ad Manager

Wondering how to advertise on Snapchat? Have you explored the Snapchat Ad Manager? Businesses of all sizes can create Snap ads with the platform’s self-serve Ad Manager tool. In this article, you’ll discover how to create an ad with Snapchat Ad Manager. Set Up a Snapchat Advertising Account Before you can start advertising on Snapchat, [...]

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Monday 14 August 2017

Twitter Mentions: How to Find, Track & Get More

How to Integrate Facebook Messenger Bots With Facebook Live

Want more leads and conversions from your Facebook Live videos? Did you know using a chatbot can boost your results? Integrating Messenger bots with your Facebook Live broadcasts makes it easy for viewers to sign up for and receive your offers. In this article, you’ll discover how to create a Facebook Messenger bot that generates [...]

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Saturday 12 August 2017

Facebook TV, YouTube Mobile Share and Chat, and Facebook Live for Stories

Welcome to this week’s edition of the Social Media Marketing Talk Show, a news show for marketers who want to stay on the leading edge of social media. On this week’s Social Media Marketing Talk Show with Michael Stelzner, we explore Facebook Watch (their TV solution), YouTube mobile share and chat with Amy Schmittauer, Facebook [...]

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Friday 11 August 2017

5 Articles I Shared With My Team Last Month

July was an exciting month at Sprout, our social team hosted Sprout Sessions–a live, digital marketing conference that spanned five days and topics ranging from how non-profits can optimize for social to content activation for restricted industries. From Charity Water’s presentation on brand storytelling to Tito’s Handmade Vodka’s insight on managing social in a regulated industry, there was plenty for Sprout’s marketing team to learn.

Still, I believe it’s important to look outside of our organization and to keep abreast with what’s happening throughout the digital marketing and tech space. That’s one of the reasons I found Openview’s in-depth look into Slack’s $1.1 billion dollar success particularly interesting. Below are five articles I shared with my team last month:

Facebook Expands Messenger Ads

In mid-July, Facebook announced it would be expanding its global advertising options to include messenger ads. According to Facebook, ”People will see Messenger ads in the home tab of their Messenger mobile app. When they tap on an ad, they will be sent to the destination chosen during ads creation. This can be your website or a Messenger conversation.” Given the intimate nature of Facebook Messenger, I’m interested to see how brands expand their content strategies to successfully conquer this new ad format.

The Secrets to Slack’s $1.1 Billion Dollar Success

In the B2B SaaS industry, a great product is obviously advantageous but it isn’t enough to ensure success. You need to be a strategic partner to the organizations you’re trying to sell to. This starts with content that positions your brand as an authority, paired with ads that target the right audience, in the right place, with the right messaging, at the right time. This in-depth look into Slack’s multi-million dollar growth strategy highlights the business results that are possible when a SaaS marketing strategy is done right. From the messaging platform’s minimal use of landing pages to its full-page ad in the New York Time’s, this behind the scenes look is a must read.

Balancing Productivity & Exhaustion

Steve Magness, a coach of top runners, and Brad Stulberg, who writes about the science of human performance, sat down with New York Magazine to talk about their new book, Peak Performance. The authors discuss why we need to “reconceptualize sleep as part of the work” by examining an equation made popular by athletes–stress + rest = growth. After reading this interview, I thought of my own routines and habits differently and am looking forward to seeing what other tips and tricks I can glean from their book.

The Age of the Woke CMO

Digiday explores what it means to be a CMO in the age of Trump. Once risk-averse, CMO’s from companies such as AirBnB and JP Morgan Chase are speaking out on topics ranging from diversity to immigration laws. Which lead me to wonder – should CMOs take a stance? What are the benefits and pitfalls of staying silent on decisive issues? I decided to throw this question back at my team to see what they had to say. I don’t necessarily have a clear answer and am not sure there is one. However, as our political climate intensifies, I’m committed to keep grappling with this question.

Can Emoji Evolve Into a Meaningful Language?

As marketers in the social space, emoji are a heated subject. Love them or hate them, emojis have changed how brands and people communicate. Chips with Everything, is a weekly podcast from The Guardian that aims to answer a specific question related to digital culture. On this episode, Dr. Vyvyan Evans, the author of The Emoji Code, dissects the language of emoji.

This post 5 Articles I Shared With My Team Last Month originally appeared on Sprout Social.



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#SproutChat Recap: Dealing With Internet Trolls

One beautiful thing about social media is that it allows customers to instantly interact with their favorite brands. Unfortunately, that easy-access also means that those brands are open to becoming the target of trolls: angry users hurling inflammatory language or even threats across social.

All savvy social media marketers should understand how to distinguish feedback from trolling, so in this week’s #SproutChat we’ve covered best practices for handling internet trolls and how a plan of action is vital for any brand.

Don’t Feed the Trolls, but Do Ask Questions

It’s critical not to stoop to their level. Responding angrily to your audience or being heavy on the snark is just adding fuel to the fire. It may not be worth your time and effort to go toe to toe with an angry customer. Instead take the time to figure out the context of their complaint in order to help them.

Keep Track of Negative Comments

By keeping track of negative comments you’re more easily able to note patterns. This means that if the same users are providing negative feedback, you’ll have insight into their conversation history to inform your next moves.

Monitoring for mentions of your brand is also vital for staying on top of any social crisis.

Loop Others In

Occasionally you’ll need to escalate issues to other team members, as you won’t always know the answer. Situations can quickly turn into crises, so be sure to loop in appropriate team members in order to keep issues from escalating.

Inflammatory Language Not Welcome

Not every social network allows for comments to be deleted, but when possible take the precaution to do so. It’s important to act if there are posts containing personal information or inflammatory, threatening language.

Have an Action Plan in Place

When it comes to responding to trolls or negative feedback, just make sure that all team members are on the same page. This is particularly important if you have a larger social team. Consistency will help prevent growing social crises and ensure that everyone knows protocol and works toward one goal.

Be sure to join #SproutChat next Wednesday, Aug. 16, with our special guest, Sprout All Star Jasmin Bollman of Rebel.com, to chat about Social ROI. Until then, check out our Facebook community to connect with folks in the industry.

This post #SproutChat Recap: Dealing With Internet Trolls originally appeared on Sprout Social.



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