Should Brands Outsource Their Community Management? Think No Further. YES and Here’s Why

By

Although this question may be debatable, here are three reasons why Community Management of your social media channels in the marketing mix would be better off  if managed by experts outside of your organization.  In the long run, it would be more effective and efficient to outsource your community management.

1. Community managers (and their agencies) live and breathe social media

If your job is not living and breathing social media 24/7,  chances are you are not able to keep up with what’s happening on Facebook, Twitter, Google+, Pinterest, etc.  While adding the odd tweet and keeping an eye on Facebook comments might be manageable, you might not have time to do a great deal more.

Creating content calendars that ensure that every post is optimized to create the maximum impact and ensuring that your Twitter account follows all the key influentials in your market may be enough to fill your day.

Also ask yourself if you are keeping up with the latest Facebook competition rules? Or working out how the Twitter API changes could impact your brand’s output? And what about other platforms – should you be focusing on Google+ this year or Pinterest?

Community managers will be up-to-date on all platforms, what they can offer and how they can potentially work best for your brand. It is their job after all. Why not let the experts worry about the finer details?

2. Community managers can offer a fresh perspective

Sometimes working on one specific thing or brand can make things jaded after a while. Outsourcing your social media efforts will invite a fresh perspective to the table and stimulate discussion around the brand and how to make it stand out in the fast-changing social media sphere.

Your community manager will have worked on or read about other branded online campaigns. They know what has worked in the past, what could work in the future, and what could potentially be a social media disaster.

They will also be able to advise on and devise the social media strategy that is essential to ensure your brand flourishes online and offline.

3. Community managers are enthusiastic about what they do and will be backed up by a team

If you divide the community management duties between individuals in your company, chances are the actual management of the online entities end up falling through the cracks as other tasks take precedence.

Also, unless proper guidelines are set, your brand’s social voice and tone could end up being fragmented across the social media entities.

An agency can provide the important neutrality good community management requires and will have a team set to ensure your community management is kept consistent regardless of summer holidays or staff turnover. They have also actively pursued this career, so will be eager to do it well.

Finally let’s not forget one very important thing. If you outsource your community management then you can be assured that your Facebook pages will always be updated and that someone is responding to questions on Twitter and other social networks in a timely and coordinated manner.

Your brand won’t be joining the thousands of others whose Facebook and Twitter accounts lay dormant and are an embarrassment to the company and the staff that were supposed to populate them.

The Value of Word-of-Mouth in Consumer Buying Behavior

By

Word-of-Mouth (WOM) is the primary factor behind 20% to 50% of all purchasing decisions. Its influence is greatest when consumers are buying a product for the first time or when products are relatively expensive (factors that tend to make people conduct more research, seek more opinions, and deliberate longer than they otherwise would).  And its influence will probably grow because the digital revolution has amplified and accelerated its reach to the point where word of mouth is no longer an act of intimate, one-on-one communication. Today, it also operates on a one-to-many basis:  that is, product reviews are posted online and opinions disseminated through social networks. Some customers even create Web sites or blogs to praise or punish brands.

FREE BOOK

Very interrelated to WOM is customer loyalty.  Although the need to provide an after-sales experience that inspires loyalty and therefore repeat purchases isn’t new, not all loyalty is equal in today’s increasingly competitive, complex world. There are 2 types of loyalty:  Active loyalists, who not only stick with it but also recommend it; Passive loyalists, who choose to stick to the brand either because of complacency or confusion caused by too many choices,  and stay with a brand without being committed to it.  Despite their claims of loyalty, passive consumers are open to messages from competitors who give them a reason to switch.    

Some key concepts related to WOM

3 Main Classifications:

Experiential

WOM is the most common and powerful form, typically accounting for 50% to 80% of word-of-mouth activity in any given product category. It results from a consumer’s direct experience with a product or service, largely when that experience deviates from what’s expected. (Consumers rarely complain about or praise a company when they receive what they expect.) Complaints when airlines lose luggage are a classic example of experiential WOM, which adversely affects brand sentiment and, ultimately, equity, reducing both receptiveness to traditional marketing and the effect of positive WOM from other sources. Positive WOM, on the other hand, can generate a tailwind for a product or service.

Consequential

Marketing activities also can trigger WOM. The most common is what we call consequential WOM, which occurs when consumers directly exposed to traditional marketing campaigns pass on messages about them or brands they publicize. The impact of those messages on consumers is often stronger than the direct effect of advertisements, because marketing campaigns that trigger positive WOM have comparatively higher campaign reach and influence. Marketers need to consider both the direct and the pass-on effects of WOM when determining the message and media mix that maximizes the return on their investments.

Intentional

A less common form of WOM is intentional—for example, when marketers use celebrity endorsements to trigger positive buzz for product launches. Few companies invest in generating intentional WOM, partly because its effects are difficult to measure and because many marketers are unsure if they can successfully execute intentional WOM campaigns.

Measuring Word-of-Mouth Equity

A starting point has been to count the number of recommendations and dissuasions for a given product. There’s an appealing power and simplicity to this approach, but also a challenge: it’s difficult for marketers to account for variability in the power of different kinds of WOM messages. After all, a consumer is significantly more likely to buy a product as a result of a recommendation made by a family member than by a stranger. These two kinds of recommendations constitute a single message, yet the difference in their impact on the receiver’s behavior is immense. In fact, our research shows that a high-impact recommendation, from a trusted friend conveying a relevant message, for example, is up to 50X more likely to trigger a purchase than is a low-impact recommendation.

Loyalty Platforms and Social Loyalty Platforms

The growth of online social media networks such as Facebook, Twitter, LinkedIn, Pinterest, Instagram, Youtube has made online word of mouth a channel for businesses to acquire customers.  Offering your customers membership to loyalty rewards club can incentivize your customers to spread positive reviews and experiences about your product.    For the first time ever, merchants can have their loyal customers share their activity on Facebook to bring in new customers. The cloud based loyalty platform saves merchants IT costs versus existing desktop server solutions.  Sign up today to learn how Social Loyalty can save you 88% on new customer acquisition cost. Visit SocialLoyaltyApps.com to learn more.

 

 

Basic Tips For A Successful Lead Follow-up

By

For companies looking to drive business online, lots of time and money is invested in lead generation. But what do you do when the leads start flowing in?

Though leads follow up may sometimes look daunting, successfully following up on a lead and starting the process that will take it to a sale doesn't have to be a trying and disappointing process.

Here are seven tips for following up on leads effectively.

1. Strike while the iron is hot.

In many cases, a lead is an asset that depreciates in value very, very quickly. Thus, it's worth trying to respond to qualified leads as soon as humanly possible.  This is because your response time will often determine whether you close a sale or lose a sale you could have easily closed.

2. Read the lead.

COMMON SENSE: it's important to read a lead so that you know who you're dealing with and what your opportunity may be.  But the FACT: this doesn't always happen.

To avoid looking unprepared or taking things for granted, it is a tremendous help to create a checklist that your inbound marketers should use as part of the lead follow-up process.

3. Have the right (and preferably same) person respond and follow through from the get go to establish rapport.

To make the most of a lead, ensure that the person best capable of following up on it is the same person who responds. While new prospects may necessarily have to deal with several people throughout the sales cycle, it is often desirable to ensure that their first point of contact is someone they can start to build a rapport, if not a relationship, with.

4. Don't be afraid to pick up the phone

Thanks to technology, phone calls are more and more infrequent for many individuals, especially to younger members of the workforce. However, the phone is still a powerful sales tool and,  if your lead contains a phone number, make a habit of picking up the phone and dialing it.

5. Get on the same page

When speaking with a prospect, walk before you run. Even if your lead came with a lot of detail, it's important to confirm that you have a good understanding of what the prospect needs and haven't made any assumptions that could unnecessarily limit your opportunity, or ruin it altogether.

6. Set expectations and timeframes

In every aspect of sales and business cycles, expectations are everything and it's never too early to set them. If an initial conversation with a lead confirms that there's an opportunity, take control. Once you're on the same page with the customer and understand his/her needs, you should at a minimum lay out what you think the sales cycle will look like. This includes proposing dates for key milestones.

7. Always respond

Not all leads are created equal. Some, unfortunately, are less-than-desirable for a variety of reasons. Nevertheless, assuming that the individual who submitted the lead is a real person, a response should always be provided no matter what. Not only can this help maintain your reputation in the marketplace, it also ensures that you will be remembered  for future opportunities that may be a better fit.

12 Conversion Rate Optimization (CRO) Tips Based on Human Psychology and Behavioral Economics

By

First a disclaimer:  Especially in social media, there are no such things as rules in conversion rate optimization.  What works in one situation may not be the same for another.

Nevertheless, there are a number of hardwired human traits and behavioral patterns understood by psychologists, behavioral economists and other social scientists that we can use to increase our conversions. Our experience working with conversion rate optimization has given us some interesting insights as well. Contact us about conversion rate optimization for your web site or your organization!

Here are 12 brands identified by Econsultancy that used such principles and have worked.  You might want to test them out yourself for your own brand and explore.

Social Proof

One of the most effective things you can bring to your site to increase the confidence of buyers is ‘social proof’. Social proof is the phenomena where people tend to believe that the decision and actions of others reflect the correct behavior in a specific situation.  So, we have to create an experience which convinces our visitors they’re not the only person making this decision.

Conversion Rate Optimization and Basecamp

Basecamp Social Proof Techniques

Basecamp

In this design we see a prominent mention of the sheer number of other people who have made the same purchasing decision that the visitor is considering.

Internet_Marketing_Software__SEO__PPC__Social_-_Raven

Raven SEO Tools

One of the most common ways to integrate social proof into your site is by including testimonials into your site, especially if you can include a picture of the person providing the social proof. Software as a Service (SaaS) companies are the kings of this. But it’s a sensible addition to most B2B sites and can also work well in B2C environments.

Wish_Experience_Days___Gift_Experiences___Lowest_Price_Guaranteed_at_Wish_co_uk

Wish.co.uk

There’s a huge number of clever CRO techniques in place on this page but we want to highlight one of the easiest ways to implement social proof into your site, using the off-the-shelf Facebook Like button/widget. It really simply shows you the profile pictures of other people who’ve liked that page on Facebook, also prioritizing those who are connected the to the visitor of the site.

It is not just social proof, but personalised social proof. Actually it’s even better than that.  It’s automated personalised social proof.

Krystal_Cancun_Deal_of_the_Day___Groupon

Groupon

Yes Groupon. It might have been getting a lot of stick recently but it, more than nearly every other major internet business, has a deep understanding of human behavior. Here it illustrates how they’ve built social proof into the very DNA of its business.

By showing how many other people have bought the same offer,  Groupon hopes to persuade the visitor to do the same, and place an order.

Loss Aversion

The disutility of giving up an object is greater than the utility associated with acquiring it.  This  is known an Loss Aversion. ‘Disutility’ simply means that human tendency prefers not to lose  something more than we love to gain something. Sometimes this is about a subtle re-framing of your copy to concentrate on loss rather than gain. We need to ask ourselves ‘How can we make visitors think they’d be losing something if they don’t buy?’.

The_Wyndham_New_Yorker_Hotel_New_York__NY___United_States__Agoda_com

Agoda

Many travel websites are particularly good at communicating loss aversion.  A good example is Agoda. It makes it clear what you would lose if you don’t book now. This serves to instantly increase urgency.

Qwertee___Limited_Edition_Cheap_Daily_T_Shirts___Gone_in_24_Hours___T-shirt_Only_£8_€10__12___Cool_Graphic_Funny_Tee_Shirts

Qwertee

Qwertee has built an understanding of human behavior right into its business model. Its t-shirts are only available for 48 hours and after the first 24 the price increases. Every time you visit the site  there’s a huge ticking clock showing exactly what you’re going to miss out on if you don’t purchase soon.

The_Cocktail_Club__A_Year_of_Recipes_and_Tips_for_Spirited_Tasting_Parties__Maureen_Christian-Petrosky__9781617690266__Amazon_com__Books

Amazon

Amazon is the king of using cognitive biases to increase conversion rates. One particular example where it uses loss aversion is for its ‘Prime’ customers. Prime users are a subset of their most frequent customers who have paid upfront fees to have access to next day delivery by default. If you’re a signed-in Prime customer, every product you visit that has next day delivery reminds you how long you’ve got before that day’s cut-off point.

Trolley

Argos

It’s not just online giants like Amazon making use of our innate loss aversion to increase purchases. High street retailer Argos taps into our aversion to loss to drive footfall to its shops using this clever lightbox.

Anchoring

One of my favourite cognitive biases that influences the way behave, is known as anchoring. It is the tendency to rely too heavily – or ‘anchor’ – on a past reference or on one trait or piece of information when making decisions. These anchors can often be numerical. Our challenge is to ask ‘How can I reference an ‘anchor’ that influences visitors to my site?’.

Same_Day_Hotel_Deals_-Check_our_Deal_of_Day__Book___Save_-_Hotels_com

Hotels.com

One of the oldest anchoring tricks in the book is what the price was reduced from. Cross-hatched higher prices showing the available discount is a simple way to anchor the price of an item and make it seem better value.

Mailchimp

SaaS companies like MailChimp often make use of a clever anchoring technique that more businesses should be wise to try and use. You’ll notice they have one high price that’s much higher than all the other price points. This maybe be because it’s a popular option.  However many anchoring experiments have found introducing one higher price point can lead to people spending more in total even if nobody chooses that option.

This concept is worth repeating because it is a bit counter-intuitive: Adding an extra expensive option to your page can increase the average order value of the page even if nobody selects that option.  This is because it makes your other expensive options seem less expensive. This is one that’s well worth testing.

Broadband.co.uk

There’s also a case of possible anchoring taking place on the homepage of Broadband.co.uk, where the BT offer is significantly more expensive than the other options. That’s because the package is very different to the others. If we believe in the principle of anchoring, this may be increasing the value of the traffic to this page by encouraging them to assess the relative value of the other options differently.

Wiggle

Adding related products to a page can be a great way to increase the number of items people add to a basket. There’s also a possibility that the selection of these products might also have an anchoring influence. We don’t expect too many retailers bear price anchoring in mind with their related product algorithm, but it’s something you would expect some retailers to have tested.

As we noted at the beginning of this article, we don’t always know in every case that these changes have been implemented to increase conversion rates.  However,  if we understand human behavior and some of our cognitive biases, they would certainly seem worthy efforts to try.

Why Page Publishing Should be Your Business’ Core Competency

By

According to FB report, the best ads come from posts on your Page, so our best practices for Page publishing apply to Page posts and to ads and sponsored stories.  Here are some Posting best practices recommended  by FB:

Get the basics down.

Be succinct. Posts between 100 and 250 characters (less than 3 lines of text) see about 60% more likes, comments and shares than posts greater than 250 characters.

Post regularly. Post at least five times a week to stay top of mind for fans. Consistency is also key. For example, post new product announcements on the same day every week so fans know what to expect and can look forward to hearing from you.

Post at the optimal time. Only you know what’s right for your business, and you can use your Page Insights to figure out what’s working (for instance, try posting at different times of day and see when you get the most engagement).   For example, FB reports show that restaurants post from 7am-12pm when people are making plans for the day, while retailers post in the 8am-2pm window. User engagement with Facebook Pages is highest from 9-10pm and the 18-24 demographic is the most engaged during this time.*

Be specific and relevant.

Know your specific audience. When posting to your page, your message will reach fans who are likely to be familiar with your brand, so insider content can make them feel in the know.  To reach new audiences, you should create an ad from your page post and keep the content more general while still using your brand voice.

Be seasonable and timely. Fans are more likely to engage with topics that are already top of mind, such as current events, holidays or news. For example, posts mentioning Independence Day on July 4th generated about 90% more engagement than all posts published on that day.

* All engagement data and statistics are based on internal Facebook studies and represent average results.

Be relevant.  For example, local businesses can reference community events, while national businesses can link to articles that their community will care about.

Make a visual impact.

Post photos and videos. Posts including a photo album, a picture or a video generate about 180%, 120%, and 100% more engagement than the average post, respectively.*

Use bold visuals. Grab your audience’s attention by using simple images with a clear focal point. Images with highly saturated colors also help the creative stand out against the site’s white background.   An internal study showed that top performing ads (those with >.3% engagement in the form of likes, comments and shares) feature close-up images and a single color that stands out.*

Feature images that capture your brand. Ideally your profile image will be your logo or other brand  symbol, but people should also recognize your brand in the images you feature. An internal study showed that when a brand was immediately identifiable in an ad, it performed better in terms of recall and purchase consideration.

Craft compelling content.

Speak from your specific brand voice. Include key words that are unique to your brand identity. If your brand has a fictional spokesperson, use their voice. If not, imagine how your brand would sound if   it was a person.

Position your brand as a hero or problem solver. Highlight a specific product feature, such as anngredient or the convenience factor, and the impact it made. Reinforce this in the image if possible.  An internal study showed that this was a characteristic of top performing ads.

Give fans exclusive access to content, products, events, and offers. Fans are 2x more valuable than non-fans, so you should reward them for their loyalty.* Take fans behind the scenes of events and product launches to make them feel special. Announce new products to fans on Facebook before anywhere else, give fans early access to sales, or post exclusive photos from events.

Deliver value to fans. Post limited-time offers or coupon codes, or use your Page to promote a sweepstakes or giveaway.  Social loyalty rewards programs would make an excellent strategy.

Optimizing Facebook Engagement: What Newsfeed Content Works

By

Every brand, product and target audience is different, so perfecting type of content is a unique process for each brand. While Tabs have played a significant role in how brands use Facebook to reach their customers, this blog points to a much deeper issue regarding any brand’s social strategy. Tabs are only part of the equation.  The key lies in the quality content that continuously inspires genuine engagement.

The main hub on Facebook now between a brand and its fans is the newsfeed — the only place to reach a brand’s Facebook audience. To implement an effective strategy on Facebook, brands need

to engage more earnestly with their audience by focusing on content that breaks through the clutter. In turn, this compelling content heightens engagement and increases the likelihood that the Facebook Edgerank algorithm will incorporate these types of updates in the future. And for brands, this means knowing and thinking like their audience.

For starters, explicit calls to action get the best response. Here are other ways to tap into the mindset of a Fan, demand attention in the newsfeed and maximize engagement. 

1. Establish connection with the Fans.

Once customers become Fans, brands need to remind them why they “liked” them in the first place. Insight on company culture, employees and events allows Fans to connect with a brand in a more direct and personal way.

2. Keep the message short and sweet.

Facebook users scan their newsfeeds multiple times a day. Multimedia updates that stand out next to long text blurbs tend to catch their attention and attract more comments, clicks and shares. Avoid text overload with visuals.

3. Set industry trends.

Fans like to learn more about the brands they follow and look to them for new ideas as a leader in their industry. Sharing white papers, interesting assets and positioning posts helps to showcase brands as thought leaders and set them apart from competitors.  Use continuous newsfeeds to teach and inspire with leadership.

4.  Be more than interesting – be helpful

Surprising Fans with interesting content that is not expected makes it fun, such as games, puzzles, etc.  Nothing makes Fans more excited than accidentally finding something in their newsfeed that they were looking for.

5. Be relevant – a.ka. Be Local

Fans based in New York do not share common interests as fans in San Francisco. Facebook’s new promotion capabilities can unlock specific targets/markets.  So use them wisely.  Target updates based on personal location or interests. Share the right content with the right people to make your brand relevant. 

6. Interact with your Fans in Real-Time

Social media allows brands not only to broadcast to their audience but to interact with them in real-time. Customers have now learned to use brand pages to express problems and concerns with the company.  Hence, it has become even more important to address them in a timely manner. Positive experiences with customer service and extra help from brands build customer loyalty.  These loyal customers create word-of-mouth marketing which, in essence, is free advertising.

7. Actually ask what Fans think

Opinions matter.  Fans get excited knowing their opinions matter. The newsfeed is a great place to find out how Fans use a product or what they think about an issue through comments and polls. As they interact with a brand’s content, the newsfeed encourages their friends to chime in, as well.

8. Make your Fans feel special

Who does not like a VIP treatment? Fans appreciate knowing that they are valued. One way of showing their value is by giving away discounts, specials and exclusives on products and services just for Fans – This gives them incentives to try something new, and they would also spread the word about the exclusive deals to friends.  Using a social loyalty program would be a good strategy, as well.

9. Lure your Fans back to the page

Fans need a reason to check out the “full view” of brand pages — and the newsfeed is a perfect place to do circle them back to the page.  Promos, contests and engagement opportunities posted in the newsfeed are a great way to heighten interest and direct them to a brand’s Timeline or even a custom-designed application.

 10, Create and Repeat

Facebook gives brands the platform to master the creation of compelling content,  raise interest in Facebook content, inspire engagement, then better secure placement of future content in the newsfeed. And loop back again.

How to Make a Successful Facebook Conversion Funnel

By

The keys to leading a person from being a casual visitor to Liking a FB fanpage, and through making a purchase, depend on having a solid social strategy and compelling offers that get your community excited about. So how can your company make a successful conversion?  Let’s go over some of the key factors and talk about how they can be applied to marketing on the world’s largest social network:

FREE BOOK

The Fewer, The Better – Liking with Limited Quantity

Scarcity is a powerful tool. Offering a product with limited time period or quantity can be very enticing.  This is what drives impulse buys in social commerce. If your customers know they can’t get it anywhere else and there’s only a few left, they are much more likely to buy. Scarcity will attract new Likes (and customer acquisition) by word of mouth.

Quality Over Quantity

Popularity may be awesome but can be a tricky thing.  A brand with 20,000 fans on Facebook is popular compared to one with 100 fans, but pales in comparison to the brand with 20 million fans. The real lesson is what you do with your fans and less about how many you have.   So engage with your fan base and continue to offer a unique and awesome experience. In turn, your community will grow. The bottomline is that authenticity, consistency, and great content that generates a reaction are big drivers in developing a community. Posts with photos and powerful videos encourage sharing, and therefore expand a brand’s reach. An authentic brand voice will build trust, leading the casual brand fan to have a deeper sense of personal connection and ownership.  This makes them pay more attention to your updates that appear in their news feeds.

Go Directly to Your Customers – Remove the Middle Man

So you have a community of fans.  They are there for a reason – they like your products,  your customer service, your stores, your marketing, etc. You are the authority on your brand and your fans want to directly deal with and buy from you.  So take out the middle man and go directly to your fans. That way, you’re in control of the experience. Fans appreciate that direct experience much more than just buying your products at a big retailer. This is a big factor in the conversion funnel. People buy from the direct source because the sense of trust is very high. They know that the direct source cares more for the customers more than anyone else.  Thus, a great social experience that ends with a sale builds affinity and is an opportunity for brands to build repeat business.  The keyword here is “experience”.  The experience flows all the way from the initial introduction to the offer through the message a person receives after the transaction.  The experience ensures repeat customers.

Friends get Rewards

Reward your fans for being loyal to your brand and you can easily turn them into your evangelists or advocates of your brand or products.  This is the beauty of the social loyalty program.  You don’t only retain your existing customers. (Remember, new customer acquisition costs 8 times more than retaining your existing customers.)  In essence, your evangelists give free testimonials and help you acquire new customers.  You get free advertising.  And for the first time ever, Facebook makes it so much easier to do word-of-mouth marketing and use existing fans to acquire new customers. Find what reward system works for your brand and make it a part of your overall strategy.  It does not only drive down your costs, but it is a very effective marketing tool.

Be Consistent

The key to success in any endeavor is consistency – Show Up!  When it comes to Facebook Commerce, you need to just stay on top of it. Your fan base is built over time.  This can be accomplished in the form of polls, photo caption contests, giveaways, quotes, choosing a fan of the day, anything that engages your fans or get them involved.  Facebook Commerce is about building a community. When used well, the Facebook conversion funnel is a loop. By being smart with the offer and providing a great experience along the way, you can build your audience’s expectation and make them shop through your Facebook page.  So what else are you waiting for?  It is right at your fingertips!

The Power of Storytelling is Authenticity

By

Stories are authentic human experiences. Stories can also build relationships, and bring people closer together.  Stories connect us to each other.  Whether we are aware of it or not, stories have a huge impact on who we are, the way we learn, and the way we teach. A good story can capture the attention of a huge audience, and really cement a point that you are trying to make. Stories leap frog the technology and bring us to the core of experience.

There are several psychological reasons why stories are so powerful.    

  • Humans are narrative creatures by nature.  And stories have always been a primal form of communication.  They connect us to a self larger than us and to universal truths. They bring us back to ancient traditions, legends, archetypes, myths, and symbols.  They also transcend generations.
  • Stories are about human connection and relatedness. They engage us through emotions of joys, laughter, sadness, hardships and passions. Stories allow us to understand ourselves better, to find our commonality with others and overcome differences, to share meaning and purpose in the different aspects of our lives.
  • Stories reveal our thought processes and how we make meanings of life.  Psychologists use different names such as mental schemas, scripts, cognitive mapping, mental models, metaphors, or narratives.  Nevertheless, they all lead to a common purpose — We use stories to explain how things work, how we make decisions, how we justify our decisions, how we persuade others, how we understand and define ourselves, and how we teach human values such as responsibility, commitment, compassion, and the like.
  • Stories can be therapeutic and provide order.  People seek certainty and this is a universal truth.  And narratives offer a structure that is familiar, predictable, and comforting. Within the context of the story, we can withstand intense emotions because we know that resolution follows the conflict. Narratives can provide solutions and a safety net.  In my private practice, I have used stories to help children gain mastery and overcome some of their intense experiences (e.g., separation anxiety, low self-esteem), fears and emotions that can be too overwhelming.
  • Stories can be gateways that tap into our right brain and trigger our imagination. Through imagination, we become participants in the narratives. We can step out of our own shoes, see things differently, and increase our empathy and compassion for others. Through imagination, we think outside the box and harness our creativity that is the foundation of innovation, self-discovery and change.

In the context of social media, organizations, causes, brands or individuals identify and develop a core story.  They create and display authentic meaning and purpose that others can believe in, participate with, and share. Stories are so important today because there is SO much information out there and stories can serve as an effective filtering agent. Good stories will get someone to pay attention without clicking on the next link, changing the channel, or flipping the page. So what makes up a “good and powerful”  story? Most good stories will have the following elements:

  • Must have a Clear message (be engaging with tension or drama to evoke a powerful emotional experience
  • Mush have a Powerful introduction
  • Be Authentic
  • Be Relevant
  • May or may not have a call to action

Why Visuals Are Very Powerful Tools in Social Media Marketing

By

Social media marketing is more than just setting up a Facebook account with contact information and a few press releases, then waiting for the masses to “like” you.  It is also more than just tweeting and getting people to sign up and follow you.

FREE BOOK

A recent survey by UK marketer Dave Chaffey asked managers to rank the current key challenges of social media marketing. The top results were:

  • Managing reputation
  • Delivering customer service
  • Acquiring new customers
  • Increasing sales from existing customers
  • Increasing engagement with brand
  • Acquiring insights (analytics, ROI, brand preferences)

Small business owners are constantly facing these challenges.  And one of the keys of developing a successful social media strategy is to Focus on Visuals.  Why?

Visuals Equal Value

Visuals are a critical part of any successful marketing program. In the past, the visual part of your identity was a mere static logo. A little color, a little swoosh, and you’re done.  But in today’s social media age where videos and interaction have become an important part of the online presence, visuals take on a whole new territory.

In Universal McCann’s renowned “Wave 5″ report, watching online videos is the top social media activity.  Videos are great because there is a huge demand from users to develop a more social and interactive relationship with brands.  In other words, we must move beyond the simple product or service demonstration.  Interactive visuals are very powerful tools to tell a BRAND STORY.

Take the video of Corning:  A Day Made of Glass.  This video was intended for a small group of the company’s investors. And it carries an incredibly compelling look at the near future based on Corning’s innovative products. And it’s gone very viral. Since it launched on February 7, 2011, it has 19,523,661 views to date.

The phenomenal rise of social media sites like Pinterest and applications like Instagram has demonstrated that people are far more receptive to visual content than they are to written text. Short, sweet and to-the-point copy/text along with an enticing graphic or video generates so much more interaction than a long, written-out paragraph or slew of tweets featuring “How To” articles. And today’s online technology tools make it so much easier for you to share photos and videos from essentially anywhere.

Many small business owners are still gun-shy about getting too personal on social media sites.  However, the truth of the matter is that the personal element is what is going to make your Facebook business page, Twitter account, Pinterest boards and blog STAND-OUT   —- simply because they engage and connect with your customers.

For the most part, the first interaction a person has with your brand is through a social media site. If you do not have a branded presence on these sites, you’re instantly making it harder for new people to do business with you! Why? Because you’re making them work to recognize, remember, or figure out who you are!

With a customized, branded social media design strategy using videos and photos, you create a consistent look and feel for your brand that matches your website, email marketing, and print marketing materials. Creating a consistent brand which includes the look-and-feel for your business through social media will reinforce your credibility, your dependability, and your expert status. It will also make your prospects take notice, and your brand stand out from the crowd.

Some Tips for Creating Successful Visual Content for Your Brand

People are curious of what their peers and online connections are up to.  The reality shows prove that. The same thing holds true for the success of social media sites like Facebook, Pinterest, etc. This is an important mindset to keep when creating your social media presence.  Here are a few ideas on posting interesting, visual content that will still keep things professional without getting too personal:

•    Post Short Videos. Posting 1-2 minute informative videos once or twice a week is always a great way to get people stay interested, engaged and feel connected.  Videos are powerful ways of evoking human reactions and emotions.

•    “Share” photos/videos from other businesses you are connected with. Give recognition to businesses you connect with by sharing their photos and videos.  This shows you like their content.  And this breeds good karma.  Down the line, they’ll reciprocate the nice gesture and give YOUR profile some exposure or testimonial, as well.  Now, that’s free advertising.

•    Take snapshots of your everyday life and community.  On your way to work or doing an errand, snap a photo of a funny sign and upload it to Facebook.  Did you recently win an award or celebrate a happy occasion? Instead of just announcing it, take a photo of it and tweet it. People want to know what you’re up to each day in your business. There’s nothing wrong with taking a few photos each week and sharing them with your online community.  There’s nothing with sharing some warm, fuzzy feelings.

•    Infographics.  These are interesting images that people create that showcase facts about a particular topic in a visual, intriguing way. It is a great tool to use for highlighting valuable, up-to-date information to your network.  People like that.  It keeps them in the loop, so to speak.