If your business doesn’t have a Twitter account yet, it should. Twitter is the best tool to get information to your audience quickly and efficiently. Not to mention it’s also one of the best social media networks to create an engaged and loyal audience. By limiting your tweets to 140 characters, Twitter has created an atmosphere of quick news, few words and an effective way to self-promote. However, even if you do have Twitter, are you using it properly? This doesn’t just mean you have a high following, it means you have a high engagement rate.
There are tons of tips and tricks to improve your Twitter account. The worst way is to buy your followers, which would merely result in a high follower count with a low engagement rate. Instead of the quick fix of buying followers, you should implement Twitter tips into your social media strategy to attract genuine followers that will continue to engage with your account.
These are the five tips you should implement into your strategy to organically increase your Twitter engagement:
1. Know your audience
Before you begin tweeting whatever comes to mind, do some research. Find out who your target audience is, discover their interests and know what content is popular in your industry. The first step to answer some of these questions is to check out your competitors and the big names within your industry. Look through these accounts and find out who their followers are and which type of tweets have the highest engagement rates. This is just a starting point, as your audience begins to grow so will your familiarity of them.
2. Know how to use hashtags
Hashtags are a good way to join a big conversation and engage with new accounts. That being said, this is not Instagram so using 10 hashtags isn’t going to raise your engagement, but rather make your account look like spam. The general rule on Twitter is one to three hashtags per tweet. Use only relevant hashtags that will join your tweet to a larger conversation. Most importantly, if something related to your industry is trending, use the hashtag and join the conversation right away.
3. Know how to effectively engage
Engaging on Twitter goes beyond liking and retweeting. There are more effective ways to engage to create meaningful Twitter relationships. Twitter chats are arguably the most effective way to boost your visibility. Whether you’re hosting one or joining in, this is a prime opportunity to get your account noticed and to interact with new accounts that you know are actively engaged in your industry. To engage with new accounts, you can also try out the following tips.
4. Know when to tweet
In the world of social media, it’s better to be overseen than rarely seen, especially with Twitter. The average lifespan of a tweet is 18 minutes, which means that the chances of your tweet being seen by your entire audience is slim. This is why most successful Twitter accounts tweet anywhere from five to 20 times per day. The easiest way to stay active on twitter is to use a scheduling program, like Hootsuite, to ensure you’re always publishing content. Another way to ensure your content is being seen is to send out at least three different tweets about the same topic at different times throughout the day.
5. Know the different between brand-centric marketing and customer-centric marketing
Look at twitter accounts like Wendy’s for example. Wendy’s twitter has successfully shifted from the traditional brand-centric marketing to customer-centric marketing. You can easily recognize this through their banter with customers, their funny tweets that don’t read like ads and their latest viral sensation of giving a teenager free nuggets for a year once he reached 18 million retweets.
A good rule of thumb is to use the 80/20 rule. This means that 80 per cent of your posts are about your community and only 20 per cent are about the product. To gain interested followers who will willingly engage, the 80/20 rule and human-centric marketing tactics should be implemented into your twitter strategy.
Learn more about how Mansfield can help improve your Twitter here.
Social marketing, not to be mistaken for social media marketing, is when a brand combines commercial marketing with a social issue. Typically, a brand’s approach is to portray a positive message in the hopes of persuading its audience to get involved in progressive behaviours that will benefit others and the community, while also associating their brand with the positive message. If successful, a brand shines light on a current social issue and brings favourable attention to themselves.
Highlighting social good not only gives the brand good publicity, but also secures customer engagement, as it gives loyal and new consumers alike a reason to resonate with the brand. From women’s issues to environmental awareness, brands take on a wide variety of issues to distinguish themselves as a socially aware brand. Brands are constantly pushing out new ad campaigns to boost themselves and their social morale. Last week alone, we saw five social marketing ad campaigns that are quite effective in starting a discussion and raising brand awareness.
These are the five most powerful ad campaigns going on right now:
1. #YouHaveRightsNYC – the New York Commission on Human Rights
The New York Commission on Human Rights just launched a $468,000 ad campaign of 2,260 placards on subways and ads in newspapers and in various spots around the city. With the rise of complaints to the commission describing racial and religious discrimination, the city is rolling out this ad campaign to fight against discriminatory behaviour. The ads feature various minorities alongside a quote against discrimination and their rights under the NYC Human Rights Law. This ad campaign is successful in both promoting NYC as inclusive and addressing the social issue of discrimination.
2. #IsItOkForGuys – AXE
As apart of its ‘Find Your Magic Initiative,’ AXE is collaborating with influencers and three non-profit organizations to explore the issue of toxic masculinity. After commissioning a study that found that 72 per cent of men have been told how a real man should behave, AXE created this new ad campaign. Their latest video, ‘Is It Ok For Guys?’ focuses on real questions men have been Googling about masculinity. The powerful ad encourages men to embrace their differences and rise against damaging stereotypes with the final question of “Is it okay for guys to be themselves?” This ad successfully represents AXE as a forward-thinking, inclusive brand, while also shining light on harmful gender stereotypes.
3. #OurVoicesAreVital – Greenpeace
After a multi-million-dollar lawsuit was filed against Greenpeace by Resolute Forest Products last year, the environmental group is striking back with its biggest marketing campaign to date. #OurVoicesAreVital is an ad campaign complete with a social media launch and various videos, which encourage people to use their own voices against corporations that stand in the way of fighitng environmental, social and political issues. The new video shows the positive effects of collective protest through different mediums. Greenpeace is not only bringing attention to their ongoing legal battle, but also giving their own brand some good publicity.
4. #YouKnow – Carefree
‘You know what makes you feel confident’ is the newest collection of videos just launched for Carefree’s ‘No one knows’ campaign, which focuses on women sharing their secrets about having their period. The campaign will rollout across Canada with the hope that women will embrace the vulnerability they feel about their periods. Carefree wants to start a conversation around #YouKnow that ideally will revolve around women sharing their tips, tricks and stories. Carefree’s goal is to represent real female empowerment, with real women and true stories that are relatable, instead of the unattainable ads we usually see. Carefree has highlighted female empowerment, while also labelling themselves as a relatable brand.
5. #BlacksDontVote – Operation Black Vote
Operation Black Vote is an initiative in the UK that works towards having better racial justice and equality. ‘Blacks Don’t Vote’ is their current campaign focused on getting minorities to register and vote to make a difference. 1.4 million black and ethnic minorities didn’t vote in the UK last year and with the election coming up in a few weeks, this group is working towards giving minorities a voice. Right now, 28 per cent of minorities aren’t registered to vote. These simple ads are a plea to get registration numbers up. With this powerful ad campaign, Operation Black Vote is addressing the social issue of the lack of minorities voting, while also gaining traction around their initiative.
Instagram is growing at a rapid rate. According to Time, in the past four months Instagram reached 700 million active users, which is the photo and video sharing app’s quickest growth spurt to date. Nowadays, it’s rare that a business doesn’t include Instagram in their social media marketing strategy. And there’s a good reason for it. Instagram is one of the best ways to visually promote your business and engage your audience.
A successful account isn’t measured by just the amount of Instagram followers, but rather is measured by the engagement rate. In the age of buying followers and likes, it is still possible to grow your account’s following and engagement rate organically. The best recipe for a high engagement rate is consistently posting aesthetically-pleasing, relevant and creative photos and videos. However, there are certain tricks you should implement into your Instagram strategy that will help you to organically improve your Instagram’s engagement rate.
Follow these four rules to see organic and substantial growth on your Instagram account:
1. Have a full content strategy:
With 700 million active Instagram users, you’ll need to be unique to stand out, and behind every great Instagram is an even better content strategy. Merely posting photos on Instagram does not mean you have a content strategy. The most successful brands have a method to their madness and it’s no secret as to why their social media accounts are so popular. A good Instagram strategy will take planning, research and some experimental posts before you find out what works for your account and audience.
Ask yourself these questions when working on your content strategy:
2. Use quality hashtags
Hashtags are used on every social media platform, but they seem most effective on Instagram. Use the proper hashtags to reach a larger targeted audience than just those already following you. Instagram allows users to post 30 hashtags per post, and a TrackMaven study found that posts with more than 11 hashtags have the highest engagement rates.
What hashtags should I use? The four types of hashtags to include on every post are Instagram’s popular hashtags, local hashtags, related hashtags and branded hashtags. The actual hashtags will differ depending on your content, but there are a few tools, like Hashtagify, that will quickly discover the best ones for your content.
3. Be extra social
It’s not enough to just consistently post quality content on your account. What separates the great accounts from the good accounts is the level of socializing you participate in with your followers. This ranges from just “liking” a follower’s comment on your post to sharing user-generated content. Other than liking and commenting on other accounts’ posts, which you should do often, try out these socializing tips to gain traction:
4. Only post quality, creative photos
Visuals are everything on Instagram so make sure to only post high-quality, crisp images. There’s no need to invest in a professional camera to ensure maximum quality images, as any smartphone camera can do the job. Steer clear of mainly product photos and instead give your audience a look into the culture of your business. Introduce your employees and office, share cool shots of the cities you work in and give some behind-the-scenes looks.
Candid photos will give your audience an inside look at the personality of your brand. Quality over quantity, so make sure to avoid blurry, low-resolution and over-filtered photos and instead share well-lit, tastefully edited and clear focused images.
Learn more about how Mansfield can help improve your Instagram here.
Advertising, when done right, can be extremely memorable. The best ads are shareable, unforgettable and elicit an emotional response. Whether the goal is to make you laugh, cry or shout out in anger, the emotional response you have will make the ad stick with you. One subject that is sure to bring out all of the emotions is Mother’s Day.
Every year on Mother’s Day, companies use the celebration as a chance to promote their brand through creative and engaging ads. Every year companies fight to come out on top with the best and most shareable ad that represents just how great moms are. This year was no exception. Various companies created memorable ads that made their audience laugh, cry and hopefully, call their moms.
These are the top five Mother’s Day ads of 2017:
American Greetings: “#GiveMeaning”
American Greetings took an unique approach to celebrating Mother’s Day. Instead of the usual ads we are accustomed to seeing, the card company’s ad shows a daughter getting her late mother’s handwriting from an old card tattooed on her wrist. Inspired by a true story, American Greetings’ CMO Alex Ho wanted an ad that reflected real life, instead of a manufactured, unrealistic moment. “Give Meaning” is a touching ad that shows a different way of celebrating Mother’s Day, while also promoting how special it is to give a hand-written card.
Sick Kids: “Mom Strong”
This ad also goes against the grain of the usual by showcasing the harsh reality for mothers with sick children. The ad shows the strength and perseverance of these moms as they break down in private and proceed to put on a brave face for their kids. The PSA is based around five mothers’ real life stories and acts as both a testament to how strong moms are and as a request for donations to SickKids as a Mother’s Day gift.
Kraft Macaroni & Cheese: “Swear Like a Mother”
Kraft did some research for this ad. After surveying 1,000 millennial parents, they discovered that 74 per cent of moms have said the f-word in front of their kids. The brand teamed up with Melissa Mohr, author of ‘Holy Sh*t: A Brief History of Swearing,’ to create an ad about the ‘perfectly imperfect’ side of motherhood. The result? Hilarious and relatable. Kraft also released limited edition earplugs (that look like their noodles) and Mother’s Day cards.
Lysol: “Protect Like a Mother”
Lysol’s ad replaces moms with wild animals to highlight the extremes moms go to on a daily basis to protect their kids. The motherly instinct to protect remains the same among humans and animals and Lysol aimed at promoting the universal desire to protect. The ad includes a bear, a vulture, a monkey, an elephant and a lion. “Protect like a mother. It’s what you do. It’s what we do,” lends itself nicely to Lysol’s ‘what it takes to protect’ slogan.
KFC: “Tender Wings of Desire”
KFC celebrated moms with a 96-page romance novel featuring Colonel Sanders. Going with the motto of “let Colonel Sanders take care of dinner and mom’s fantasies,” the chicken chain is giving away free downloadable copies for the novel online, hoping to promote their $20 fill-up deal. Seeing as Mother’s Day is one of KFC’s best selling days of the year, it makes sense why they would heavily promote this hilarious campaign.
April 2017 saw significant (and avoidable) PR crises for two major brands in the span of one week—United Airlines’ violent passenger removal incident and Pepsi’s “protester” ad featuring Kendall Jenner and its ensuing backlash.
With Pepsi, the brand admitted it had “missed the mark” in their internally-created ad where celebrity Kendall Jenner mitigates tensions at a racially-diverse peace demonstration by offering a police officer a can of Pepsi. The ad brought in nearly 1.6 million views on YouTube within 48 hours, earned five times as many downvotes as upvotes, and attracted criticism from people such as Martin Luther King Jr.’s youngest daughter, Bernice King, who took to Twitter to mock the ad.
With the bad press for Pepsi still flowing, United Airlines staked its own claim for the worst PR disaster of the month when news emerged that a paying passenger had been dragged bloodied and screaming off a flight due to an overbooking debacle that other travelers caught on video and quickly uploaded online.
So when bad press emerges about a company, how should brands approach the crisis, how can they mitigate the damage and what can we learn from their mistakes?
The faster you react and respond, the greater the chance you have of being able to control the message instead of allowing the media to form their own stories about it. Speed is critical in these situations and by letting the crisis build up before addressing it, you’re inviting unpredictable media consequences instead of maintaining a controlled, manageable new cycle for your company.
Taking responsibility or ownership of the crises, putting your spokesperson out in public and being approachable about the situation gives you the opportunity to say how you’ll prevent the problem from happening again. By being upfront and owning the message, you obstruct the blame cycle and prevent others from assigning blame. The more effective you are in applying these crisis communications methods the faster you can control the damage.
Have a “holding statement”
Along with the speed with which you address the crisis, having a prepared holding statement that lays out the basic facts regarding the incident while laying out how you are actively dealing with it demonstrates recognition, ownership and professionalism while leaving time to formalize a more thorough response.
Your company’s communications staff should frequently draft and evaluate holding statements for several potential crises situations and revisit them regularly to decide if adjustments are necessary.
Make the apology right
Finally, when making the formal apology on behalf of your brand, try sincerely to express emotion and be empathetic to the experiences of those affected by the situation—and above all—get it right the first time. United’s CEO was widely mocked for using airline jargon in the first apology, expressing regret for needing to “reaccommodate customers”. The next day he attempted a more authentic apology, saying he “deeply apologize[s] to the customer forcibly removed and to all the customers aboard.”
When you find yourself addressing a crisis for your company, be up front with your customers and those affected, accept responsibility and be transparent about your course corrections and you will be able to manage the situation much more easily.
Whether you are looking to engage an influencer on Snapchat, Instagram, Facebook, Twitter, YouTube or smaller niche sites, influencer marketing is on the rise in 2017. To stay on top of this trend brands must actively change their strategies to capitalize on this seismic marketing shift.
Influencers are paid to sponsor a product or campaign through their blog, social media posts, other video/written content. The benefit is simply that many of their followers will often take the trusted source, in this case the influencer, as being a good motivation to check out a brand, participate in a sale offering and possibly initiate a purchase.
There are five market measurements of Influencers:
Most campaigns will take on a blend of influencers with each campaign directly involved in achieving a defined goal: Either brand amplification, general awareness, lead generation or a defined sales campaign.
Influencers are keenly aware of their power, and this is likely to increase as more brands continue to invest in them this year and beyond. Some of the things you may want to consider when negotiating with an influencer:
1) Do I possess the skill set to negotiate an influencer contract or should I be outsourcing this to an agency?
If you have no prior experience in negotiating with influencers you should consider the cost benefit of using a company that has knowledge, is process driven and can display results from past campaigns. Don’t get lured into influencer software platforms that will spit out millions of recommendations without a defined strategy. No two tracking software programs are alike and, at the end of the day, a human analysis will be required to legitimize whom you may be pursuing for your campaign. Most companies that have this area of expertise will have the required information and market knowledge to create a strategy that will get you the results you are seeking.
2) Do the influencer’s profile and audience fit with my brand? If not is there a parallel association that might make sense?
Experienced influencers will be very particular about your brand and their core audience. They will need to understand your campaign and how they might fit into their communications schedule without being accused of product pushing. Remember, they got to where they are by carefully curating their personal brand. Not all campaigns will have a direct relationship to your brand. As you build out your campaign look for audiences that may have similar character attributes that would be transferrable to your brand. For instance, could an influencer who has a large following in travel also have an impact in food? Also, look for niche experts in geographic locations. You may be pleasantly surprised by both finite expertise and local loyalty. You will also like the associated cost benefits.
3) How do I determine the Influencer’s track record?
Most influencers will have a media kit with past performances and results. Be sure and ask for it. If not ask for screen shots of Google Analytics or past campaign performances. A quality influencer will want to share this information as most campaigns today can be easily tagged and tracked.
4) Who controls the content?
Content control will largely depend on the influencer you are working with. Most influencers will want to know the campaign direction you are contemplating and make their partnership decision based upon this information. For the most part, they will want to incorporate your product info into their own vernacular that best suits their community. Try and look for longer-term relationships. One-offs don’t create any value at the lower three levels of influencers. Having said that, manage your expectations on what might be the outcome when you first begin the relationship. For this reason, incorporate a few influencers into your campaign and see which ones are the highest performers.
5) What is fair compensation?
Most influencers will be willing to negotiate their compensation. Be prepared to pay anywhere from $100 – $1,000 per post/campaign depending on their past performance and size of their base. Most influencers will prefer to be paid in cash, but some (few) will take product in whole or as part of their compensation. There will be other variables that will influence the cost such as schedule (theirs and yours), the length of campaign and level of endorsement you are seeking. The greater the track record, the more money you will likely be paying. If you are prepared to engage celebrity or athlete endorsements, your cost multiples will increase substantially. Some influencers may to try and negotiate some value-add for their community. Be prepared to serve up some free product, brand swag or discount to those who ask.
6) Is there a contract?
Yes. Please make sure you have a signed Non-disclosure agreement (NDA) before you begin negotiations. This way you are protected from the opportunity being publicly disclosed. From that point on, if you decide to proceed you need to have the terms defined in a written binding contract. A contract is the only way you will be protecting your rights and the content.
7) Should I be concerned about “sponsored” or “paid” labels on the content posted?
Most Influencers’ communities will not be swayed by the tag sponsored or paid. They will consider the merits of the brand and fully understand that the influencer to whom they are following will have made a commitment themselves to your brand. They must be convinced of your product to take on an endorsement role for it is their community you are trying to penetrate.
8) How do I measure the success of the program?
See point # 1. If you are inexperienced in running these campaigns and seeking help there are a few base ingredients you should be considering such as:
According to Altimeter’s Traacker report, 71% of marketers rate influencer marketing as a strategic area of their marketing campaign this year. The report also noted that while budgets are currently small, 55% plan to spend more on influencers in 2017.
A survey by IAB in 2016 indicated widespread rise in ad blockers, especially amongst younger demographics. A full 47% of people are using them, and this number will undoubtedly continue to rise, making influencers even a more valuable component of your marketing strategy.
Influencer marketing is big business and bound to increase even more in 2017 and beyond. Be careful with your negotiations and if you are just starting out, manage your program and expectations accordingly.
Anyone who plays video games can tell you how engaging they can be. By incentivizing players with goals and rewards and creating competition with between friends, they encourage players to succeed.
So, how can digital marketing companies or brands use these features to reach audiences and keep them engaged? It’s called gamification, and it taps into the desire for competition, collaboration and recognition through rewards, badges or points—turning campaign touch points into game-like interactions to stimulate engagement in a digital campaign or rewards programs. By incorporating competition, contests and achievements in an outreach campaign, advertisers can motivate their audiences to meet goals, compete to win and become more engaged in their brands.
Here are a few ways to incorporate fun and competition in a digital campaign:
Prizes and Rewards for Social Sharing
Share on social, win a prize. By offering your audiences rewards for sharing your promotions and services on their social networks, your brand is automatically invoking competition. Some basic examples of brands employing this technique includes Uber offering your first ride for free when you share their app with a friend.
In Convince and Convert, author Kristen Matthews outlines how Delta Airlines leveraged their flight attendants, known as ‘Red Coats’, into influencers by hiding their red flight attendant coats all over New York City. For six weeks, people used clues released through Delta’s social media posts to be the first person to find the red coat. Winners were given a free trip on a chartered and catered flight from New York to L.A. and shared their progress on their own social channels bringing more digital awareness for Delta’s promotion.
In the end, Delta had reached over 70 million people via Twitter and had over 180,000 direct interactions.
Easter eggs include things like unexpected rewards, inside jokes, a hidden message, or a secret feature that are unexpectedly given out or discovered by users. The sentiment behind this is that people aren’t expecting anything and get rewarded anyway, bringing them a positive impression and making them search for ways to find more.
Google is well known for programming in-jokes, games and references into the search bar function. In Business Insider, Jeff Dunn’s article lists 21 Easter eggs availablethrough the Google search bar, all accessed by entering various phrases into it. Users can play games like Atari Breakout, Pacman tic-tac-toe all within the search page. By adding these tricks, Google gives users a reason to visit even when they’re not searching for something. Use this Wikipedia article for a full list of Google’s Easter eggs.
Incentives and rewards are a crucial piece in the engagement puzzle. With proper and thoughtful design, they can be effective in providing optimal motivations for driving engagement.
In other words, gamification incorporates fun and a degree of competition into a marketing strategy. It also works with all brand fans and people who want to participate—not just the ones with large numbers of followers.
Building a personal brand means optimizing and managing the way that your identity is received online. In this blog post specifically, we will give 12 tips on how to clean up and improve your personal branding using social media. Social media is probably the biggest key to building your brand, since it can be so personalized. more
Building a company brand is a marketing strategy that is used to differentiate one business from another. This includes recognizable designs, symbols or icons that make your company stand out in a crowd. Social media can help you build your brand in ways you can’t with traditional advertising.
Social media is becoming so vital to company brand growth, that 71 percent of brands plan to invest more heavily in social media in the coming year to get followers and build brand reputation.
Here are some simple tips to get you thinking about your company’s brand and how you can improve your social relevance. more
You know that saying, “If you don’t have anything good to say, don’t say anything at all?”
Well, it just reached the advertising world and the results are pretty astonishing. According to a new study by Wibbitz, silent video ads are the best tool when advertising to reach an audience. From those who responded to the poll, 69% of users are not using ad blocker. Another study by IAB Canada found that only 1 in every 6 Canadians has AdBlocker. The average is 17% across Canada. more
As many of you know, Mansfield Inc. will be joining the @get_proof family. We are very excited and look forward to making moves with Proof. To stay in touch, please follow @get_proof, as of January 11 this Twitter account will be deactivated pic.twitter.com/gbyO…