Author: Brianna Smith

9 Social Media Marketing Tips From the Pros

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The Social Media Examiner recently posted a great article about the 9 best Social Media Marketing Tips:

  1. Draw attention to your custom tabs in the new Faccbook timeline – they share great applications to create custom tabs, such as: Lujure and ShortStack.
  2. Add the LinkedIn company follow button to your site
  3. Use Bufferapp to manage your social media marketing – I really like the Buffer app for managing your Twitter account because it spaces out the tweets nicely, but I did have trouble using it for Facebook because the share option did not appear in my posts.
  4. Get YouTube subscribers just by asking
  5. Create a Facebook plan you can stick with – don’t plan to post 5 times a day if you can’t keep up with it. It is better to post once every day than a bunch every 4 days.
  6. Be consistent
  7. Prepare now for tough ROI questions
  8. Focus on dollars
  9. Fix the appearance of your links on Facebook – links with pictures have a higher share rate than those without!

This is a great article with great recommendations from the pros that use these tools everyday. Check it out! 9 Social Media Marketing Tips From the Pros | Social Media Examiner.

10 Ways To Generate Trust With Your Landing Page Copy

Via Scoop.it – Being Your Brand

Demian Farnworth of The Copybot describes ten ways to generate trust with your landing page copy.

10 Steps To Creating Great Copy

  1. Match Ad Copy with Landing Page Headlines
  2. Write Seductive Headlines
  3. Create Compelling Landing Page Copy
  4. Display Impressive Numbers
  5. Supply Endorsements
  6. Highlight 3rd Party Certification – are you an accredited business? If so, flaunt it!
  7. Display Press Mentions
  8. Don’t Skimp on Design – if your design looks cheap, it doesn’t matter how great your content is because no one will stay on your site long enough to read it
  9. Tone Down Those Terms and Conditions
  10. Testimonials – Customers trust other customers more than they will trust what your company says

Check out the whole article to find out more about the 10 ways use content to build relationships with your customers.

Via blog.crazyegg.com

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5 Steps to Using Twitter Effectively

Check out this great blog on 5 easy steps for using Twitter effectively.

This post explains why each step is important and how to complete it successfully.

Some of the steps covered are:

  • What to tweet about
  • When to tweet
  • Why to re-tweet
  • Using hashtags (Hashtags are one of my favorite ways to draw attention to your tweets!)

This post also has some great links to social media resources.

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Hunger Games Social Media Strategy Breakdown

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The promotion of the upcoming Hunger Games movie is a great example of a multidimensional online campaign incorporating an interactive website and social media. Fans are not located on just one social media platform, so it is important to develop a multi-platform strategy. The strategy should also include ways to drive traffic across platforms and ultimately to the main website. The online promotion of the Hunger Games movie has successfully integrated multiple platforms, driven traffic across platforms and to the website, built a community, and created an on-going conversation about the movie. Below is a breakdown of the four social media platforms incorporated, how each was used, and how they connect to each other.

Facebook

A Facebook page has been created for each of the 12 fictional districts of Panem. Each page includes the following:

  • Information on the tributes selected from each district
  • Possible opening ceremony costume designs for the tributes
  • Information on the district

Check out the District 12 Facebook page here!

Tumbler

An online Capitol fashion and culture magazine was created using the social media platform Tumblr. The online magazine is called Capitol Couture and is meant to be a realistic representation of what a Capitol fashion and culture magazine would be. It includes pictures of the extravagant shoes, clothes, and hairstyles that would be all the rage in the Capitol. Hunger Games Tumblr Capitol CoutureArticles about different characters such as Effie Trinket, Cinna, and President Snow, as well as articles predicting what the tributes will be wearing in the opening ceremony cover the pages of the site. The writing has both a superficial and light-hearted tone, just as you would expect from a fashion news source in the Capitol of Panem. As expected, all the articles are pro-Capitol and make sure to portray life in the Capitol as fabulous. All the authors write as if they are actual Capitol citizens, and as if the games have not yet happened. There are even articles on how to throw a “capitol style” party to watch the opening ceremony. The content writing is perfect at creating a realistic world. This is exactly what one would expect to find Katniss’ prep team, Octavia, Venia, and Flavius, to be reading as they wait for the tributes to arrive in the Capitol. As this is a multidimensional social media strategy, the Capitol.PN Twitter feed has been incorporated into the page to drive cross platform traffic.

Twitter

Twitter campaign is probably the most complex component of the social media strategy. Twelve Twitter users have been assigned as the twelve district recruiters and tweet daily about Hunger Game topics and news. Twitter fans can follow each of the twelve district representatives, as well as the main District Discussion RatesCapitol account @TheCapitolPN.

The list of district representatives can be found here.

Hashtags have also been assigned to help fans follow the Hunger Games on twitter:

  • #District1PN (corresponding hashtags for each district)
  • #HungerGames12
  • #HungerGames24 (Tweets including this hashtag are displayed in a “Panem Citizens Discussion” feed on the Capitol.PN Network website)
  • #LookYourBest

Twitter followers can also check out the Capitol.PN Network website to see a chart depicting the current discussion rate of each district. The discussion rate is based on the usage of each districts’ hashtag (example: #District12PN). I think that this strategy is more complex than that of the other platforms because there are 13 Twitter handles and multiple hashtags to monitor, in addition to it being a 24/7 real time feed.

YouTube

There are two official YouTube Sub-Channels for the Hunger Games: Capitol TV Productions and the District Citizens Reel. Capitol TV Productions includes all the official videos of the movie, including the official trailers and scenes. The page even states, “These videos have been officHunger Games YouTube Channel CapitolTVially sanctioned by the Capitol for the consumption of District citizens”. The District Citizens Reel includes only user-created videos that are related to the Hunger Games and include the tag “CapitolTV”. The District Citizens Reel gives the illusion that the videos were created and uploaded by the citizens in the twelve districts of Panem. They have created a great balance between the Official/Propaganda tone of the Capitol channel and the authenticity of the Districts channel. Each channel also connects users to the each of the twelve district Facebook pages and the Capitol.pn Network website. Keeping with the basic purpose of social media, to create a conversation, a question is included below the videos for users to comment on. I really like the idea of posing a question instead of just asking for comments. Sometimes it is difficult to decide what to include in a comment, but a question opens up the conversation.

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Hunger Games Website Strategy

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Like many others, I have read and fallen in love with the Hunger Games trilogy. Upon finishing the last book, and with the knowledge of the upcoming movie, I decided to check out the movie’s website to watch the trailer. As I dug deeper, I found much more than just a website full of information about a movie. I found a multidimensional online campaign incorporating an interactive website and social media. The Hunger Games online marketing campaign has not only promoted the movie; it has created a world in which it feels like the country of Panem actually exists. In this post, I want to break down the official Hunger Games websites that serve as the core of their online marketing strategy.

Hunger Games Website Design & Strategy

As with other movies, a general Hunger Games movie website was created that features the movie trailer, photos, posts, countdown, and more.

http://www.thehungergamesmovie.com

Digging deeper into the site, I noticed that they had created an online world around the idea of a real country called Panem. A separate site connected to the main Hunger Games movie website called the Capitol.PN network was created.

http://thecapitol.pn

Hunger Games Capitol Network Site

Upon entering the Capitol Network Hunger Games website, I noticed that I did not recognize the top-level domain. My first thought was “what in the world is .pn?” After doing a quick Google search, I discovered the top-level domain.pn stands for the Pitcairn Islands. This domain is only used in a hand full of other URLs, including ESPN and Groupon.

So why was this uncommon domain picked? It actually seems like a VERY smart choice. They are creating a world in which it seems that this website is the official website of the Hunger Games (not the book but the actual games) created by the Capitol of Panem. This may seem like a very miniscule change, but this was actually a highly significant decision because the URL is on all promotional materials, both online and offline.

Upon entering the Capital.PN Network, users must register as citizens of Panem. Registration can be completed by using your Facebook or Twitter account. After registering, each “citizen” is assigned to a district (this will be pivotal to the social media strategy).

Sections within the Capitol Network site include

  • Opening Ceremonies – This section includes information on how to watch the live broadcast of the red carpet premier.
  • Reserve seats – Where you can purchase tickets to the movie.
  • District Tributes– where you can view the profile of each tribute along, which includes specific QR code for more information. This information would be beneficial in Panem for betting purposes. A live feed of Capitol updates is also located in this section.
  • Capitol TV – This section features only the official trailers for the movie, or in relation to the book, these are the Capitol sanctioned videos.

Here is the Citizen of Panem ID card I was issued during registration:

It is the small details make this online marketing strategy that make it intriguing. For Example:

  • On the Reserve Seats page, there are several mentions  “Attendance is Mandatory”
  • The Capitol Updates feed on the District Tributes page makes sure to mention “Your Trusted Source for News”
  • The Capitol TV page refers to the trailers as Official Capitol TV Productions.

Though small, each of these things helps to create a more real and concrete world.

Both the design and layout of the site do an exceptionally good job of portraying the culture and control of the Capitol. Almost the entire site is designed using shades of gray, which may represent the cold control the Capitol holds over the districts. The only other color included in the design is gold, which may represent the power and importance of the Capitol. The style of the layout is highly formal and technical; it reminds me of what I imagine a website that a secret organization used would look like. I think that the design and layout of the Capitol.PN Network site does a perfect job of portraying the control and unemotional rule of the Capitol over the fictional country of Panem.

Check out my other post just about the use of social media for the promotion of the Hunger Games movie. I breakdown how using multiple platforms (Facebook, Twitter, Youtube) helped to drive site traffic, build a community around the movie, and sustain a conversation. Hunger Games Social Media Strategy Breakdown

What do you think of the Hunger Games website?

Check out my other  information on website strategy and design:

Predicting Social Media Outcomes

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There are a lot of unknowns in social media, because it is frequently changing and we are still in the learning phase. When you start using social media, it is important to have realistic expectations regarding how much time is necessary to manage it and what the outcome will be. Nick Martin wrote a great blog on “Predicting Social Media Outcomes”.

Here is little snippit, but check out the full posting to find out more about the what to consider before you start using social media, to ensure it is a success.

  • Understanding your audience
  • Understanding your brand
  • Content
  • Context
  • SEO
  • Influencer engagement
  • Resources
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SkillPath – Social Media Conference

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I recently was given the opportunity to attend the SkillPath Social Media Conference here in New Orleans on behalf of Mudbug Media. After the event I wrote the following blog on key takeaways from the day:

SkillPath – Social Media Conference

I recently attended the Social Media Conference hosted by SkillPath, to expand my expertise in the field and learn from others ‘ experiences. Throughout the day, discussions centered on social media strategy creation, platform management, content writing, measuring return on investment, and how to mange your company’s online reputation.

Attendees managed social media implementation for companies in many different industries, including automobile, restaurant, retail, and education. Due to the variety of industries and expertise levels represented, insightful conversations developed, shedding light on the evolving standards and practices in the social media realm. See more below on topics covered during the conference.

What do you want to achieve?

Before starting social media, it is important to determine your goals in order to develop a social media strategy. Your goals may include:
• Driving traffic to your website
• Generating leads
• Promoting your business
• Interacting with customers

Once goals have been established, a strategy can be developed to target your specific audience.

What your social media kit should include

Social media is not a single arena; it is a combination of many different platforms, with varying audiences. A social media kit includes different platforms including blogs, social conversation sites, social profiles, business profiles, search tools, social bookmarking sites, photo sharing sites, and video hosting sites. You may or may not include platforms from each category, as it will be very important to determine which platforms are right for your business. A kit will also include tools to manage the different social media platforms, including automating and mobile blogging tools.

Writing for social media

Content writing for social media is very different from writing content for your website, especially since you may have a text limit, such as a tweet which only allows 140 characters. A few key items to remember when writing for social media are:
• Always have a call to action
• Create attention grabbing headlines
• Use bulleted and numbered lists
• Use links and images whenever possible
Realistic required time commitment

While there are many tools available to help you manage multiple social media platforms, it is important to remember that social media never turns off. People will have the ability to comment, tweet, and post about your company 24/7, so a significant amount of time is required to not only post messages but also monitor responses. This allotment will vary greatly, depending on your company’s goals and the variety of platforms used.

Measuring return on investment

Social media is still a young media outlet, and consistent standards for measuring return on investment have not been established. The metrics for measuring the return on investment will correspond directly with your social media goals. Metrics may include increased site traffic, comments, inbound links, page views, or subscribers.

Managing your online reputation

One of the biggest concerns that companies have when considering social media, is how will they control their brand name. This is a valid concern and is one of the key components of a social media strategy. There is always the risk of negative comments, but the goal is to turn the negatives into a positive for your company. Handle the situation correctly and you many not only save a relationship with a customer, but you may also gain new customers. When managing brand reputation, it is important to consider:
• When should you respond?
• Who are you responding to? (Individual or the public)
• What tone should you use?

There are many different monitoring tools available that can help streamline brand management efforts. There are both free and subscription based tools that you can use. Tool selection will be based on your goals, number of platforms, and number of followers/mentions.

Check out more blogs social media strategy, check out Mudbug’s Blog au Roux!

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Top 10 Favorite Takeaways from SXSWi

This week, my twitter feed was full of quotes from SXSWi. I was not able to attend the conference myself, but agencies from all over the country have been tweeting and blogging about their experience there, so… I thought I would share some of my favorite takeaways that they have shared.

Agencies

  • Moosylvania – an independent full-service agency in St. Louis.
  • 4orce – a digital agency in St. Louis
  • Big Fuel – a social media and branded content company in New York

Top 10 SXSWi Takeaways

  1. Look forward to scary awesome targeting of ads – Moosylvania
  2. It’s becoming even more vital that brands focus on additional value and continued relationships with their customers. It’s all about the experience, and the ways a brand engages on an emotional level. – Moosylvania
  3. Social media ROI discussion haven’t evolved. Ever. Your social ROI comes down to determining which KPIs are important to your brand and what you need to measure to determine success, there isn’t a magic bullet ROI formula that works for all brands. – Moosylvania
  4. Agencies must migrate away from vertical hierarchy to horizontal hierarchy… Resist large teams at all cost. – 4orce
  5. ROI metrics are to validate not to justify social media spend. 4orce
  6. Lots of debate and confusion regarding social media ROI. Bottom line: we should measure results against upfront benchmarks. 4orce
  7. So your brand is sharing content, but is it also capturing content? Makes it less promotional & more authentic – Big Fuel
  8. Think of your brand as a host to a conversation. Morph and change with it. – Moosylvania
  9. Providing value on an ongoing basis creates relationships. Be authentic, be relevant, but don’t be creepy. – Big Fuel
  10. Products are the new marketing. We’re seeing a shift in leading-edge agencies understanding that to succeed they need to be creating digital products that benefit consumers, clients, and the agency, not selling services. Brands are starting realize this too. – Moosylvania

What have been some of your favorite blogs or quotes from SXSWi?

Free Speech and Social Media

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One of the popular topics discussed this week at the SXSW Interactive conference in Austin, Texas has been how to balance free speech, personal rights, and protected content in the social media world.

The big question is: can you really post whatever you want without any consequences?

We do have freedom of speech, but not the freedom to publicize misinformation. It seems that social media has given people a sense of freedom, where they feel like they can say whatever they want, whenever they want, and to whomever they want. However… when you say that statement aloud, it does not quite seem “okay”.

Freedom of Speech

It seems like the term “Freedom of Speech” is used a lot to defend unprotected speech. However, what is the difference between protected and unprotected speech?

Protected Speech = you are allowed to express yourself without interference of the government; this includes the content of messages in advertising. This DOES NOT INCLUDE misleading or deceptive content, or content that uses profanity or racial slurs.

Unprotected Speech = speech that is subject to restrictions, including:

  • Content infringing on a copyright, trademark, or patent
  • Defamatory content
  • Profanity filled content

Free speech is a big concern for companies entering social media, because they understandably want to protect their brand. Some companies, particularly in regulated industries, have instated social media policies for employees regarding their personal social media profiles, in addition to company profiles. This is not always the right approach for all companies. Choosing to create a policy to restrict employees’ personal profiles will depend on many factors, including the industry your company is in and company culture.

Setting Guidelines for Company Profiles

There are steps you can take to limit and control content posted on your company’s profiles, such as posting guidelines or page rules. The majority of the social media community views it as acceptable to regulate user-generated content (including comments on Facebook), when you have clearly posted a guideline for what type of content is permitted. It is just as important to consistently enforce the guidelines that you put in place as it is to post them on your profile. Consistent enforcement will decrease any backlash from the social media community when you deem it necessary to delete specific user-generated content. Actually, most social media sites require you to moderate you page for both defamatory content and content infringing on another person’s rights.

While the goal of social media is to create a conversation, it does not mean that we can all say whatever we want, all the time, regardless of other’s rights.

What do you think?

Image: Stuart Miles / FreeDigitalPhotos.net

Social Media Content Strategy: 3 Tips To Make Your Tone Less Brand-Centric

Takeaways

This is a great blog on how to perfect your tone when writing content for social media. Social media isn’t about sounding like a brand or company, it is about making a personal connection with your customers. Don’t try to sell your customers constantly through social media. Your customers are not following you on social media to find out every single detail about your product, they can do that on your website. They follow you to connect and build a relationships with the brand. Check out the article for more tips! Social Media Content Strategy: 3 Tips To Make Your Tone Less Brand-Centric