An advanced guide to social media marketing - by Simply Zesty


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An advanced guide to social media marketing - by Simply Zesty

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  2. 2. IntroductionSocial media’s importance means that it’s now an integral part of any social mediastrategy. Due to its cheapness, immediacy and allowing brands to develop arelationship with their consumers, doing social media well can certainly help you out inthe long run. It’s no longer enough to say that you have a Twitter or LinkedIn account,you must be able to back it up with consistency and customer service.But while we’re all savvy enough to know what Facebook and Twitter are, the finerpoints like customer service on Twitter, video editing and marketing on YouTube,company pages on LinkedIn, using Foursquare as a marketing tool and the rise ofPinterest may elude you. With so many platforms out there and compelling reasonsto use them, it can be difficult to know which ones to choose and in one or two cases,which ones to drop.Chances are you already two or three different platforms to focus your efforts on(unless you’re a larger company and have the luxury of a community manager)and that’s a good thing. Taking on too many platforms will only result in a dilutedexperience that won’t help your company or brand in the long-term.While Facebook, Twitter and LinkedIn are the obvious choices, it may be worth lookinginto other depending on your industry. An app like Instagram can help show off yourwares or communicate far more than a simple status update, Foursquare can be usefulif you’re looking to drum up extra business by offering deals and offers and YouTubecan offer a unique way of engaging with your audience.The amount of time you can dedicate to it and the type of marketing you want toengage in will determine which tools you will use to promote your business so consideryour options first before you decide to embrace a new platform on top of your existingones. 2
  3. 3. Essential Social Stats & Facts That BrandMarketers Should ConsiderI f there’s one thing that marketers are constantly craving for, it’s new stats and facts to sink their teeth into. Knowledge is indeed power and with new developments, research and products happening regularly it can be difficult to keep up with them. One good place to keep up with this is at the majorconferences and events held around the world, where agencies, brands and companieswill always provide stats and figures. The Dublin Web Summit last week was noexception so here are the major points to take away from the digital marketing stage,with key facts presented as images.Mark Dewings – Brand Communications At SoundcloudTalking about the importance of sound and how its under-utilised as a medium,Dewings mentioned that there is a discrepancy between how we consume and createmediums. While creating images was popular thanks to the popularity of Instagramand Camera+, others like sound and video recording was much lower, sharing similarlevels of creation and consumptionHis main reasons for embracing sound were that it’s everywhere, it’s inherently practicalas it requires less digital memory, it’s less intrusive in comparison to other mediums asit requires less effort to process as video requires more than one sense. 3
  4. 4. Alan Coleman – Founder & CEO of Wolfgang DigitalOn a talk about at the three most important innovations for marketing – retargeting(promoting what the user already likes), analytics (finding out how many times peoplevisit your site before a sale is made) and interest (developing interest in consumersthrough advanced ad targeting) – Coleman spoke about the wealth of options thatbrands have to help amplify their marketing efforts.One of which looking at the process between first visiting a site and purchasing a goodor product. Using some of the status gathered from Wolfgang Digital’s work, Colemanshowed how you could get specific details to help your retargeting campaign such asaverage site visits per purchase and the number of different sites visited per purchase. 4
  5. 5. Jan Rezab – Founder Of SocialBakersConsidering that stats are SocialBaker’s bread and butter, Jan Rezab based his talkon understanding fans and the importance of engagement and consumer feedback.Elaborating on Socialbakers’ ‘Socially Devoted’ concept that it introduced at LeWeb London, Rezab showed that while more brands were beginning to respond toconsumer queries, they were still a long way from achieving satisfactory levels (lessthan 50% of questions on social media were responded to). However, in comparison to2011 where only 5% of questions were answered, it’s has improved immenselyHubert Grealish – Global Head of Brand Communications At DiageoTalking about how the relationship between brands and customers has reversed,Grealish talked about how consumers want a greater input into how brands work andthe power of getting them involved. Mentioning that 2/3 of people are influenced bypersonal recommendations, he revealed that in a recent survey, 55% wanted to haveongoing conversations with brands and 89% would feel more loyal if they were invitedto take part in a group.What was particularly interesting was that out of the 89%, 41% wanted companies toseek feedback from them and 37% said that they would like newer ways to interactwith brands via social media. 5
  6. 6. Dharmesh Shah – Co-founder and CTO of HubSpotConcentrating on how Google’s search engine works, Dharmesh Shah talked abouthow PPC ads aren’t as good an investment as you think saying “you’re not buyingattention, you’re renting it.” Instead, what you should focus on is creating usefulcontent, clean design and fast websites as that’s what Google is actually looking for.What you want to focus on is results and not rankings, as measuring how many leadsyou get for your site is more important. He also stressed the importance of Google+,saying that the important part is the part before the ‘+’ and how it’s playing a majorpart for writers and journalists, highlighting their Google+ profile, the number of circlesthey’re in and allowing you to see articles they’ve written. 6
  7. 7. Omid Ashtari – Director Of Business Development At FoursquareAlthough the major status Ashtari provided aren’t anything new, they’re stillsignificant enough to be repeated again. With over 25 million users globally and onemillion businesses registered, the service has registered over 2.5 billion check-ins at40 million venues.However, Ashtari’s talk focused on case studies where Foursquare was used in aninnovative manner such as the London 2012 olympics where Foursquare became anunofficial events guide, showing visitors where to visit, where all the events were beingheld and ran badge competitions to encourage checkins. Another example was theweather channel where your first check-in of the day triggered a weather report filledwith images and global news.Mobile – It’s 1999 All Over AgainOur very own Niall Harbison decided to speak about mobile for his presentation. Heshowed how the transition from desktop and personal computers to mobile devicesis having an effect on the biggest companies like Google and Facebook as well ashurting traditional media companies. 7
  8. 8. It is no longer good enough just to have a mobile version of your website and bigcompanies like Nokia and Blackberry have been caught out and will probably diebecause of the emergence of iOS and Android. The companies and brands who aregoing to win big are those who bet big on mobile and who start embracing whileothers are still asleep. 8
  9. 9. Mobile Advertising – How The Big Social NetworksAre AdaptingM obile advertising is experiencing an odd growth rate at the moment. While smartphone penetration continues to rise worldwide, and even across lower-spending markets, the rate at which companies are picking up on this isn’t quite matching. Looking at recent figures, consumerinterest in mobile is far outweighing the spend made by brands in advertising:So why the disparity? First, it is still an incredibly new medium. We don’t quite yetknow how consumers will react to advertising via mobile, or how much time we canreasonably expect them to spend with an ad. Secondly, it is a much less open marketthan say, social media advertising, where many sites now have open ad platformsallowing brands to set up and manage their own campaigns. 9
  10. 10. While Facebook is making some movement in this, for example by allowing brands totarget ads to mobile users, this is currently only available within Power Editor, whichis not something immediately open for all advertisers, but rather conserved for thosewith larger budgets.And just as we saw with social network marketing or advertising, mobile is currently atthe stage where it is still very much an afterthought. A case of ticking the box to allowyour ads to show on mobile, without really thinking about what type of ad will work,which format it should be in, and what the overall strategy for a mobile ad campaignshould be. This is understandable, given how new the concept is.Image via The AlanticHowever, some brands are making real inroads with smart mobile ad campaignsthat are sympathetic of the medium they’re operating in. We’ve shared some of thebest ones below, along with some compelling stats to show why mobile advertisingdeserves its place on your marketing campaign.Types of Mobile AdvertisingBanner AdsThe most common example of mobile advertising out there, if you’re a smartphoneuser, the chances that you have already seen this type of ad is quite high, Whilethey served a purpose on desktop, banner ads are starting to fall out of favour with 10
  11. 11. advertisers as users begin to ignore them and marketers are looking at different waysto engage users. While they mostly feature on free apps, most of these apps have apaid version which gets rid of these ads. The cheap nature of banner ads means thatthey won’t be disappearing any time soon, but as smartphone users start expectingmore, marketing strategies will have to change to reflect this.Augmented RealityDefinitely the area that will see a lot of growth over the next few years, AugmentedReality (AR) is where computer-generated graphics or animations are added on top ofa view of your real-world environment. The rise of companies such as Blippar is pavingthe way for how AR is used to marketand promote brands and products.While AR is the most expensiveadvertising format here, the potentialand the opportunities providedare massive. Its functions couldrange from providing additionalinformation about goods or services,or superimposing items in your hometo see how they would fit in. Its useis growing and the fact that it has yetto hit mainstream use means that itsgoing to become more popular asusage grows.AppsQuickly becoming a very crowded market, apps have become the lifeblood ofsmartphones with a platform’s success or failure depending upon it. It’s no longerenough to just release an app and expect it to perform well, to get people todownload it, you need to produce something special.Also, while people are spending more and more time on apps – sometimes more thanthey would spend surfing the Web – the majority of this time is spent on gaming apps,which would take up more time. Currently, having an app is the same thing as having a Facebook or Twitter page, so if you decide to release one, you need to make sure the quality is and have a decent marketing campaign behind it so that people will download it. 11
  12. 12. NFCNear Field Communications (NFC) is anotheremerging area in mobile marketing. The best wayto understand it is that it functions like a ‘mobilewallet’ and a large number of smartphones comewith this technology pre-installed.Its most popular use is paying for goods bysimply taking out your phone and tapping/swiping it at the checkout, for contactless payment. Services like Google Wallet areleading the charge with numerous other competitors releasing their own versions overthe coming months. QR Codes Although they’ve gotten a bad rep as of late, quick response (QR) codes are a great way of providing content to smartphone users in a direct manner. Basically, QR codes work in the same way as bar codes, except these can be scanned on your smartphone through a specialised app. The QR code acts as a visual URLwhich takes the use to a particular address when they scan it. While the majority tendto direct people towards a webpage, those with a little more imagination would use itto provide special offers or link to different videos which show off their new products.Also, other apps like Kuapay generate QR codes which you use to pay for goods, sothere are other uses for it beyond linking to different URLs.There is a large number of QR code generators out there, but remember that for mostgenerators, you’re not able to change the URL once you create one.TaggingWorking on the same principal as QRcodes, tagging is slowly becomingmore popular with marketers as itprovides a more seamless process.Instead of scanning a code ortyping in a URL, tagging apps likeKooaba work by holding yoursmartphone’s camera over an icon,like in a newspaper or magazine, andyou’ll be automatically directed towhatever content is linked. 12
  13. 13. Social Media & Mobile AdvertisingThe problem that all of the social networks face at the moment is that an increasingamount of their users are using their services on mobile devices rather than on thedesktop where it is easier to show more ads. This is one of the main reasons whyFacebook’s share price has been struggling whereas Twitter, which is more of a mobileplay, seems to be having great early success with its mobile ads. Here are some of theformats that are being used by the big guys.FacebookFacebook’s problem is complicated. Its mobilesites and apps are starting to see huge amountof usage, but they simply can’t serve as manyads on small screens as they can on largerdevices. Last week’s overhaul of the Facebookapp does mean that more sponsored storiesare starting to appear in the newsfeed and thedesign is done in such a way that you wouldhardly know they are even ads. There is also no doubt that Facebook’s next revenue stream will involve pushing app distribution through its new app store. They are promoting it heavily through the log in screen on the desktop and they have 150 million people using it already. If you think about it, people are most likely to download apps when on their phone so Facebook will no doubt be offering developers and publishers a way of securing downloads through ads in the newsfeed.Mobile app developers have the chance torun their ads on prime real estate on devicesand given that six of the top ten apps in theiOS app store use Facebook login, you cansee the huge potential here.The beauty of these ads is that given howmuch information Facebook has about itsusers, apps developers can target their adsbased on demographics and user interests.This is still very much in a test phase, butthese ads will continue to grow and becomethe default way to distribute apps soon. 13
  14. 14. TwitterTwitter has a huge advantage over other social networks because most peopleprimarily use the service on their phone or on tablet devices. It will also make a lot ofmoney on the desktop, but it doesn’t have the same challenges that Facebook has interms of moving their revenues over to mobile. Over the past year, it has been busyshutting down their API to other developers because it knows that it needs to controleverything in their ecosystem in order to increase revenue from ads. Word on thestreet is that Twitter ads are massivelyengaging and are seeing massive clickthrough rates. The first type of ads arepretty harmless because they just allowyou to pay to be suggested users. Where it starts to get a little more interesting is when Twitter puts in sponsored tweets into the main feed. These are still being tested on a very small level as it essentially changes the entire Twitter experience and puts paid content into your feed. That is a big step and one that Twitter is taking slowly. One or two ads a day are fine, but what happens when they open it up to a much bigger and wider market with a self-service option? Chaos? 14
  15. 15. You can also target adsat people based on themobile device they areaccessing Twitter via andthat makes for someinteresting marketingoptions especially when itcomes to app downloads.FoursquareConsidering the data Foursquare has at its disposal, it was inevitable that it wouldintroduce its own ads. Similar to Facebook, these ads are coming in the form of“promoted updates,” messages that are presented to users who are within the vicinityof a business, store or restaurant. These updates will be found in the ‘explore’ tab andare tailored towards the likes and interests of each user. Currently, the new format isbeing tested with a small number of companies, but when it’s released for general use,businesses and brands will pay Foursquare on a ‘cost per action’ model.The other method Foursquare used to advertise goods is ‘local updates,’ which is freeand only appears to those users who have either ‘liked’ a venue or have checked-in a number of times. This is more to reward loyal customers and only appear whensomebody checks-in to a business or looks at the app’s ‘Friends’ tab. 15
  16. 16. Mobile CampaignsKFCEarlier this year, KFC utilised a variety of mobileapps and channels to promote its chunky chickenpot pie. The campaign had a 1970s funk flavour toit and a Pandora radio station dedicated to only thegrooviest hits was created to entice customers. QRcodes were also displayed on the side of KFC cups;they led customers on to additional content andgave them the opportunity to enter a sweepstakesgiveaway.This campaign had a winning humourat its centre that’s easy-going and helpful whenengaging with potential customers. It was multi-faceted and takes advantage of many platforms soas not to be one-dimensional or easily discarded. Uber This amazing campaign for limousine rental app Uber ingeniously incorporated a great product, with mobile savvy and, of course, ice-cream. Instead of using the app to arrange a limousine pickup, users in seven North American cities used the app to call an ice-cream truck to a location of their choosing and were encouraged to use the #OMGUBERICECREAM hashtag. A really novel way to advertise a great ifimpractical app that spread like wildfire because of how unique it was. It stands out becauseit offered something different and fun, while requiring very little from excited users.Universal PicturesUniversal Pictures and the movieindustry have been keen to use mobileadvertising to hit key demographics.Famously, cinemas are populated withmobiles and social media-inclinedteenagers who would be susceptibleto such advertising. Universal weremore than happy to promote theKristen Stewart-starring Snow White &the Huntsmanthrough mobile devicesand across a number of social mediaplatforms, incorporating Facebook, 16
  17. 17. Twitter and Pinterest into their marketing strategy. Quite simply, upon tapping thead, interested users would be redirected to the Snow White page, where they couldview trailers and browse photo galleries and buy tickets to screenings of the film,among other things. It obviously worked, as the film was one of the surprise hits of thesummer, outstripping the likes of Prometheus and Battleship at the box-office.TargetFor Christmas 2010, American megastore chain Targetintroduced its iAd, which functioned as both an ad and aninset ad, featuring on large apps such as that of the NewYork Times. If users didn’t engage, it would still functionas a static ad, promoting the chain to discerning users ofpopular apps, but they also had the option to click and betaken to the “Merrymaker” gifting app.Essentially a full-page interactive ad, the Merrymaker presented users withgift ideas for the holiday season and general tips to helpthem cope with the demands of Christmas or on how tomake their Christmas a little more festive. A clever andmalleable campaign. Coca-Cola The soft drinks giant is no stranger to expense and innovation in advertising, and the Freestyle app and corresponding vending machines, launched in 2009, prove as such. The freestyle app is laded with games and tasks that encourage socialisation and sharing on social media, but the app also works as a remote control for vending machines spread around major American cities. Big whoop, right? Wrong. These weren’t anyold vending machines. These vending machines contained over 100 drinks and allowedusers the chance to create their own cocktail of said drinks if they so pleased. Over thetop, fresh and, with 41,000 interactions to its credit, clearly doing something right.Glamour MagazineLast September’s print issue of Glamourmagazine had digital content andinteractive competitions, thanks to thework of the fine folks at SpyderLink. Themagazine captured over 100,000 usersfor its app by using mobile barcodes.The scans allowed advertisers to gatherdata from smartphone users and led the 17
  18. 18. users to exclusive content; the move led to an 18% increase in Glamour ‘s Facebook fans.By taking pictures of the links and sharing them, users could also unlock gift couponsand other discounts online. A smart way of incorporating mobile users and guidingthem to both online content and to advertisers. This isn’t the first time Glamour hasincorporated SpyderLink into their campaigns. They also used it for its Taxi Shopscampaign to help promote their Fashion Week back in February 2012.American ExpressAmerican Express teamed with mobiledevelopers Zumobi in a bid to bolster,diversify and prove their mobile advertising.Its aim was to create a more personalisedexperience for their users, while alsoincorporating video, social media and user-generated content. Users sync their cards withsocial media apps to learn the latest offerson products that they would find intriguingor essential and have the ability to view other people’s profiles as well as share theirpurchases and what not. It’s an app that uses the social aspect to power consumerdemand and sustain spending. Heineken Heineken developed the StarPlayer gaming app in time for the 2010- 2011 Champions League final. Fans, of course, access their mobiles to interact and chat with absent friends and followers about the game they’re watching, so Heineken were aiming to tap into this in-built audience as one of the competitions main, most visible sponsors. The app would ask in-game questions about statisticsand ask users to give their opinions on the game as it progressed, and it certainly paid offor the famed lager company.Axe (Lynx)The deodorant kingpins created a fun little game for itsusers, that played to its male demographic and gavethem a little puzzle to solve. Supplemented by a print adthat sent users to this mobile app, Axe beckoned its fansto complete a picture of a young woman who wasn’twearing much of anything. It’s a clever and titillating adthat played directly to the core demographic in a cheekymanner and promoted the brand extremely well. 18
  19. 19. StarbucksFinally, coffee giants Starbucks created a veryuseful, everyday app for its customers that bothpromoted their product and made it easier forcustomers to acquire it. 6,800 Starbucks outletswere equipped to handle mobile payments fromcustomers using the Starbucks app; it alloweduser to pay via PayPal/credit card and rewardedthem with offers. They simply scan their phoneat the register and avoid any hassle, fiddling for change in their wallets etc. The app madepayment more efficient and increased customer satisfaction and brand loyalty with overthree million users as of June 2011. Google, for once, had been caught napping and are nowlooking to implement the innovative 2-D code scanner that Starbucks used to power thisgreat time-saver. The company has expanded its mobile payment services by teaming upwith Square, which will see its services featuring in 7,000 U.S. stores along with investing $25million in the company.Future TrendsDespite the rapid advancements made in the mobile sector, there is still a long wayto go before it becomes the core of any marketing strategy. While it’s safe to say thatmobile advertising is the future, here are a few areas which will be improved over thecoming years.Improved relevance, behavioural targetingOne of the benefits of mobile is that it’s portable and with location services growingin popularity, it’s easier than ever to know where your audience is. More importantly, 19
  20. 20. you can find out when they’re in the vicinity and will be handy for fixed business andbrands like cafes and restaurants.But alongside that, marketers will be able to target ads based on location, time andtheir behaviour. Apps like Foursquare has already done the latter by using the datafrom check-ins to display relevant ads and updates that would interest specific users.The next few years will see a substantial improvement in these services and whatresults they can generate.Increased focus on interactivityCurrently, the majority of ads are either banner or text, presentable but give you littlereason to click on them. As consumers become more accustomed to the capabilitiesprovided by smartphones, the hunger for more interactive means of advertising willincrease. Further down the line, users will have grown accustomed to AR, interactiveads that encourage you to participate and media rich ads that incorporate video andaudio into their message.There are some examples of interactive ads out there, but the majority require you todownload an app to experience them. Future advertising campaigns will bypass thisrequirement, allowing users to jump into the experience immediately.Mobile searchTying into the concept of geo-location services, mobile search will continue to be amajor source of revenue for Google and with the possible inclusion of social and otherservices like Google Now and Siri, these ads could be even more focused than before.Measuring ad performanceCurrently, we measure the success of ads on a CPM or cost per click basis, but theterms we use to measure the success of desktop ads doesn’t necessarily mean aperfect fit for measuring mobile ads. Analysing the success of mobile campaigns iscurrently a problem as not everyone has access to the necessary tools to successfullymeasure these ads. In future, companies and brands will have developed a much betteridea about measuring mobile ads and the analytic tools available will have improved toreflect this.Infographic Sources- 20
  21. 21. The Ultimate Guide To Social Media AdvertisingW ith advertising budgets for more expensive media being gradually reduced, we’re consistently seeing positive figures for the rise in online advertising, with some reporting a 17.2% increase from 2011 to 2012. Increasingly, the trend is to allocate this ad spend on a niche basis byfocusing on the relevant social network. Facebook set the trend here by making a self-serve ad system available to marketers, with no minimum spend required – similar tothe way in which Google Adwords functions.Other sites have now followed suit like LinkedIn, and Twitter is ultimately headingthat way, albeit whilst dragging their feet towards making it completely open foradvertisers. For brands and marketers, this represents a whole new approach toadvertising: Ultimately it’s more trackable, has improved targeting options and hasimproved analytics. There are also many untapped opportunities, most notable inmobile advertising. Facebook’s problems with this are well documented, with Twittermore capable of adapting their existing ad system for mobile users.As more advertisers turn towards social advertising, costs are evidently rising, but bylooking outside of the big player of Facebook, you can run targeted ad campaigns thatget you in front of the right audience as a part of their social experience as opposed tointerrupting it. 21
  22. 22. Facebook AdvertisingWhen it comes to social advertising, Facebook is obviously the biggest platform touse. It has an incredible amount of information on how to use the platform as well ascase studies and tips that you can avail of. The fact that they collect so much personaldata allows you to target ads precisely, which can help drive excellent results if usedcorrectly. Here are some of their excellent resources.Facebook Marketing PageAs you would expect, there is a Facebook page dedicatedto tips, tricks and info about the Facebook marketingplatform. It is a good place to stay on top of all the latesttrends on pages and advertising.Facebook OffersA brand new offering from Facebook and only in theprocess of being rolled out at the moment. Offers are seen as one of the main waysin which brands and small businesses will be able to generate real revenue throughFacebook.Learning LabThis is the hub from Facebook that has tons of tips, tricks, case studies and otherinformation about the advertising platform. You can also find some of the best creativecampaigns and practical learning tools here to help you get the most out of theplatform. 22
  23. 23. Twitter AdvertisingAlthough it doesn’t generate the same amounts of revenue as Facebook, Twitter isquietly emerging with its own business model that is perfectly suited to mobile. WhileFacebook has had problems with this area, Twitter’s core function means that it’sperfectly suited for mobile advertising. That said, the company is experimenting with anumber of different advertising models, the main ones listed here.Promoted Tweets, Accounts and HashtagsBrands use promoted tweets to spread awareness among Twitter users. They aresuggested to tweeters when they search specific terms on Twitter; the tweet inquestion will then appear at the top of the page. Targeted users may also be thefriends of a brand’s Twitter followers; such people are targeted in the hopes that thepromoted tweet will spark conversation between the friends and thus influence theirfriends and followers, further spreading the brand’s message.There is a purpose to this method of stealth advertisement, however. Advertisers canchoose to make their tweets specific to a particular device (iOS, Blackberry etc.) ora particular geographic area, depending on where are whom they want to promoteto. The promoted accounts feature is now also being exploited by advertisers in theirattempts to gain followers and online popularity.Twitter’s accounts recommendation engine, ‘Who to Follow,’ will promote brandaccounts to users they believe are most likely to follow said account, on the basis oftheir similar interests and Twitter activity.It is much the same deal with promoted hashtags, which will be shown at the top ofa users trends list. Hashtags are, of course, more liable to spread and be picked upon by other users, though there is less of a guarantee that influenced users will followthe brand that is promoting the hashtag. The success of these methods can be easilyfollowed and charted with the use of Twitter analytics. The analytics feature will monitoruser trends and timeline activity that has been inspired by promotional efforts. 23
  24. 24. Age FilterTwitter recently introduced a new feature called Age Screening. This filter will aid moreage-discerning brands (specifically companies promoting alcoholic brands) to targeta specific age group as well as to weed out Twitter users who are too young to bebuying their products and such.Age Screening determines whether any new follower is old enough to be compliantrelevant industry or legal age guidelines. However, the technology is far from foolproof.Upon following such a brand, a user will be sent a direct message linking them to, where they will be asked to give their birth date. The age is not sharedwith the brand, but it is surely very simple to lie about your age on the internet.While this isn’t necessarily an advertising related development, the possibility of itbeing included with targeted advertising, which Twitter recently introduced, could giveit more data to work from and provide users with more targeted ads.Self-Service AdvertisingTwitter introduced new methods for small businesses to amplify their Tweeters andexponentially increase their reach in February. When it first began, Twitter teamed upwith American Express – and all businesses using American Express – where the first10,000 cardholders were allowed $100 of free advertising on Twitter.Twitter also offers promoted tweets and accounts to small business owners. They do notpay to have their accounts/tweet advertised, instead it’s when users engage (i.e. follow,reply retweet etc) do they pay a fee to Twitter, but it’s good value for money. Twitterwill, of course, target users who are likely to have an interest in their business and willpromote the business in question at the right time of day so as to engage as manypeople as possible.Business owners can put a cap on how much they are willing to spend, so they donot end up with a nasty shock once they become overwhelmingly popular, and theycan also direct Twitter to promote them in certain geographic areas, much as a largerbusiness can, as well as across the web and mobile devices.Such self-service advertising is very helpful and allows small businesses using Twitter toget off the ground without having to incur a large expense to begin with. 24
  25. 25. LinkedIn AdvertisingCompared to Facebook and Twitter, LinkedIn doesn’t focus as much on ads nor doesit offer any major differences in how you advertise. However, despite this limitation,the site does offer greater opportunities for B2B companies due to its focus onprofessionals and is, therefore, a much better suit.The reason it works so well is because, like Facebook, LinkedIn lets you target specificdemographics like a particular industry, location and seniority and age. Therefore,it’s perfect for any companies or people focusing on B2B. While Facebook does haveGlassDoor, it targets demographics based on their likes and interests.When you log in, you will find that ads appear in two different places. The main adsappear at the side of the page, consisting of a 25 character heading, a 75 characterdescription, the company name, an image and a URL. The second place ads appearis just underneath the main toolbar where it is a text only ad. Depending on your ad’sperformance, it may be shown here.You can choose to pay LinkedIn either by CPM(cost per 1,000 impressions) or by CPC (cost per click), the latter is more expensive, butbetter if you’re more focused on generating leads. If you’re in any way familiar withGoogle AdWords, you will know what to expect here. Each click will cost between $2(the minimum CPC) and your bid.The main thing you need to focus on is creating a strong ad that will appeal to thosedemographics you’re targeting. First, make sure your heading and description areeye-catching and effective. As you only have 25 and 75 characters to work from, everyword counts. Be specific in what you’re advertising as people won’t respond to generalstatements and include a strong call to action that’s tailored towards your company3like “get a free quote”, “download now” or “free trial.” LinkedIn itself provides a numberof tips and guides to improve the success rate of your ads on its site.Also, remember that you can promote LinkedIn company pages and groups throughads if you want to direct users towards them instead. Amassing extra followers can bebeneficial if you have a company page as you are able to send out targeted updates. 25
  26. 26. FoursquareAdvertisingFoursquare is a bit of an oddityas while there’s a numberof ways for a business toadvertise, it recently startedrolling out paid ads for brands.Since it’s a location based app,most of your audience is goingto be local and so your dealsand offers should reflect this.We covered Foursquare as amarketing tool recently (whichyou can read here) so we won’twaste too much time covering this topic. To give a brief summary, the two main waysto advertise is through local updates and promoted updates. The former are availableto those who liked your venue or have checked-in a number of times, while the latterare paid ads, allowing users to discover new places and deals to those near the vicinity.Also, merchant pages and brand pages come into play when advertising any deals oroffers, which has primarily been the way merchants advertised their deals on the app.Infographic Sources- 26
  27. 27. 10 Innovative Ways To Get More Out Of FacebookFor Your BusinessF acebook pages are a crucial part of the marketing mix for businesses these days but with the platform and features changing on a near weekly basis it can be hard to get the best out of them and many people are surprised at their options available to them. We decided to put together 10 simple tipsthat can help you to manage your page more effectively. Some are simple 2 minutechanges that you can work in to your schedule while others will take some learningand getting used to but they’ll drastically improve how you use the platform. Wehave a decent focus on mobile given how much importance Facebook themselves areputting on that channel. Get used to these 10 tips and you won’t be saying Facebookpages are as restrictive as you thought they once were…Drive Revenue Through Facebook OffersThis is still a pretty new feature but one that is starting to drive very real revenues forbusinesses who are using Facebook effectively. The idea is that you can post any typeof offer that can be used either online or in the real world and the fact that the offerscan spread virally via the news feed can give you great distribution. If you have a largeenough community of people who like your page that can be enough to get your offerkick started but you may also need to lean on Facebook’s advertising platform to helpget the word out about the offer. This is one of the first ways that Facebook businesspage owners have had of driving physical sales in the real world and the early word onthe street is very good. 27
  28. 28. Use Advanced Targeting For UpdatesUntil recently you could only send out status updates to people based on theirlocation or language but Facebook have improved that targeting and now give younearly as many options when sending out a regular update as they do when you areusing their advertising tool. You might not want to target every single update butwe have seen a huge improvement in engagement levels when you start targetingupdates at specific groups of people based on their interests. This tool is going to bemost useful for people with much larger fan bases that can be segmented down in tospecific niche groups without annoying all likes with one generic update. 28
  29. 29. Use Facebook Groups For Internal CommunicationFacebook groups are one of the most underused items on Facebook and they offer agreat way of improving information flow within a company. Given that most of youremployees are probably already on Facebook and they are increasingly spending alarge portion of their day there it is a great way to get your company talking to eachother using the tools that they already know. If the group is set up correctly you canlock the group down so as only people within the company see updates and othercontent. Use groups for feedback, questions, social events and anything else companyrelated. Internal communication is just as important these days as anything else sogroups are a great way of improving that on an existing platform that people knowrather than getting them all to embrace something new.Use The Facebook Pages AppThe Facebook pages app is a wonderful addition thatallows you to manage multiple pages through the oneapp rather than having to fire up the main Facebookapp which is designed for personal use. The app willallow you to publish updates, share photos and engagewith your community while on the go. You can also drilldown in to your analytics to see what your fan basegrowth and engagement levels are like while out andabout. You’ll probably still want to do most of yourupdates, scheduling and engagement on the main siteon a desktop as it is quicker but you have a very realalternative on mobile devices now. 29
  30. 30. Reposition Photos After PostingYou’ll often post a photo update to your business page only to realize afterwards whenyou see it in the newsfeed that you have it totally wrong. The good news is that youcan actually go in and edit the photo again and reposition it after you have postedwithout disrupting the original update.Block Competitors Names With Moderation BlacklistLarge brands and businesses probably don’t want people talking about theircompetitors or other specific terms on their Facebook business page and the goodnews is that you can set up a moderation blacklist to block certain words. All you haveto do is head in to the backend of the page and you can type all the words that youdon’t want to see appear on the page. This could be competitors, rude words, specificproducts or anything else that you don’t want to have appearing on the site. 30
  31. 31. Turn Off The Ability For People To MessageThe PageWhile it is great to give people the opportunity tosend the page private messages we find that withlarge pages the volume of private messages can getpretty high and some business pages simply don’t havethe resources to manage all the replies. Now privatemessages might be a great way for some large brandsto manage customer service in a more discrete waybut some pages might just be happy to turn themoff altogether and not deal with the extra volume ofqueries. You can head in to Edit Page >> ManagePermissions >> untick “Show “Message”Comment On Third Party Websites Using Your Business PageIdentityFacebook comments are starting to pop up all over the web on websites who are usingthem as a way of improving their current commenting system and avoiding spam.While the vast majority of people leave comments using their personal profiles you dohave the ability to leave comments as your business page as well. This is a great way ofsignposting your own page and getting people to click on your logo to find out moreabout you. The key here is to leave high quality comments that rise to the top (Thecomments with the most likes go to the top of the pile) rather than just spamming lotsof pages to create links. If somebody sees what you are writing, thinks you know whatyou are talking about and generally likes what you are saying there is a very goodchance they will then go on and like your page. 31
  32. 32. Install Facebook’s Power Editor – Match Your Existing DatabaseWith Facebook UsersPower editor is a relatively new tool that completely changes the way people useFacebook’s advertising tools and although it has been mainly used by large techadvertisers, agencies and brands to date it is something that anybody can get theirhands on. You can now do really smart things like import your existing email marketinglists and telephone numbers and match them up to people who are on Facebookwho like your page. You can also run much more advanced mobile ads and generallycustomize your ads in a way that you never could on the traditional Facebookadvertising interface. Everybody we talk to is seeing huge success through this tooland the good news is that it is getting better all the time.Export Your Insights For Deeper Stats AnalysisLets be brutally honest about things and say that Facebook insights just don’t offer theway to slice and digest the data as effectively as we all would like. It feels like a workin progress and not the finished article like say a Google Analytics. Although they areclearly improving it all the time you can actually go in and download all the data fromyour various pages and export it in to Excel with a couple of simple clicks. We find thatwhen using the data in something like Excel (or the other program of your choosing)you can manipulate the data and engage with it in a much more meaningful way tostart to spot trends on your page. It will take a good bit more time but if you wantbetter results across the board download your data and start playing with it. 32
  33. 33. How To Make $10,000 From Adsense In 20 DaysUsing A Single Blog Post And FacebookS o we write this blog to share the latest marketing trends and social media news from around the world. It is in no way our core business although because the levels of traffic that it starting delivering last year were so high we decided to start adding some simple ads around the content. They don’t bring in muchrevenue but they do allow us to hire a full time writer and pay all the hosting chargesetc. We do write some posts that get tons of traffic though and I wanted to highlight onesuch post that brought in over €10,000 in revenue in less than 20 days.It happened last November and this post is a mini case study on some of the things thatmade it spread and why it was able to bring in so much revenue in a short period oftime.This won’t work for you every time but there are lessons in here that you can use tohelp grow individual posts and start creating new revenue streams from your blog.The 20 Day RevenueI wanted to focus on one piece of content that really took off. It was one single blogpost that contained a viral video and which was made for sharing. People would watchit and find it so good that they would instantly share it with their friends. As you cansee the revenue took off immediately (from a base of about €150 a day at the time)and accelerated as the sharing on Facebook picked up. 33
  34. 34. The following chart shows the revenue broken down by day with most days bringing in€300 and the top day driving €1000 in revenue. The average revenue per day was €500and the €10,000 mark was hit in less than 20 days.PlatformsAlthough the vast majority of the revenue is coming from the desktop you can see thatpeople are still starting to click on the ads on both mobile and tablets. This pace hasalso been accelerated over the last year and the percentage accessing via mobile andtablets has already increased more since then.CountriesAs always the big 6 or 7 English speaking countries were the most effective when itcame to driving large volumes of clicks and a higher cost per click. The vast majority ofthe traffic came from the USA with nearly 6 times more revenue than the next revenuesource. 34
  35. 35. Find Content That People Are Already SharingIf you want people to share your contentthe best bet is to find content that peoplealready like. Why rely on your ownjudgement when you can look at thepopular sites out there that let users voteon the best videos or content. You couldstart by looking here, here, or here. Find apiece of content that is about to break in tothe big time but that not many people haveseen yet. People won’t share somethingthat has been covered in loads of places but they will share something amazing thatthey don’t think anybody has seen yet. Look for little things like the amount of thumbsup people are giving a video on Youtube as indications of how much they will share itfrom your blog. Facebook Sharing The vast majority of the traffic to this post came via Facebook. As you can see from the image below the post has been shared over 20,000 times already and the sharing from other social networks is also strong. All of these shares are starting to count in search results now as well (especially +1s from Google) so they are telling Google that this is an “important” piece of content. The post itself was viewed over a million times because of the amount of shares ithad. If you think that everybody has a few hundred friends on Facebook and you timesthat by 20,000 shares you can see where the volume of traffic is mostly coming from.AdvertiseIf Facebook and other social networks can help you growyour traffic and revenue organically why not give them alittle push to get it all started. Facebook have some greatad tools that can help your content start to spread andgrow it’s own legs. You won’t want to do this every singletime but as soon as you have a piece of content that lookslike it is going to get shared a lot why not push it withsome ads. The first type of ad is an ad that is targeted atthe people who already like your page. They won’t all seeyour content by default (because of Facebook’s edgerankformula) but you can pay for them all to see it. The logichere is that if they already like your page there is a goodchance they will share or like your content. 35
  36. 36. After you have targeted your own Facebook page and thepeople who like it you will want to create some precisetargeting ads to go after the wider population. The key hereis that you are driving people to the URL in question. Usingthe precise targeting on Facebook I’ve shown the examplehere of people who have indicated that they like beer andtargeted them with a picture of an ice cold bottle of beerand some copy prompting them to click on the image. You’ll also notice that I have gone after the countries that are performing best in terms of clicks on Adsense and delivering the best resturn on budget. There will be a number of campaigns that you can run depending on the content of your post but here is another example of a target market that would be very likely to share the content about the bikers in the cinema… What is really important to realize here is that one person clicking on your ad and looking at the content is never going to be enough. You need that person to find the content so relevant and funny that they want to share itwith all their friends and drive them to your blog. This stage will take a lot of refining tofigure out what works and what is the cheapest way of getting them there. You mightalso be able to use ads on other networks but I always stick to Facebook given theirprecise interest targeting.Flick The Ads On AggressivelyOnce you have the critical mass of people coming to the post it is then time to startplacing the ads more aggressively on the post. Bear in mind that this post only tookoff about 2 weeks after it was actually posted so this doesn’t happen overnight. Wedon’t want to annoyour regular readerswith aggressive ads(they are normallytucked away in thesidebar far away fromthe content) but whena post is getting thismuch traction you areleaving money on thetable by not placingads within the content.The chances are that 36
  37. 37. 99% of your regular readers will already have seen this on the day that it was postedand most of the people coming from all over the world are not our normal readers. Weplaced 4 sets of ads all around the content as soon as we started to see the spike intraffic. People were there to see the video but many would have clicked on the ads.Ongoing RevenueThese posts won’t come along every single day but when you get one you shouldmake the most out of it. Leave the ads on the post and add any social media buttonsor plugins that you want to push. With 10s of thousands of people visiting the page thepost jumps up the rankings and people now searching for terms like “Carlsberg video”will arrive on our blog and possibly click on the ads.It becomes a bit of a virtual circle with more people liking the page, sharing it,commenting and pushing it up the rankings. It will never continue to drive the samerevenues as it did during the peak but there will always be a certain amount of sharingand people finding it through the search engines. Create 10-12 of these posts and youhave a nice little long term revenue stream there for the future.SummaryFind a piece of content that is amazing and that nobody has shared that much.Something like the video above before it has actually hit the big time. Embed it in toyour blog and give it a push using social ads to some targeted people who are likelyto share it. Make sure the social buttons are visible for people to push it to their friendsand then when it does take off place ads on to the post. It isn’t always going to workbut you give yourself a good chance by doing all the things above. I will say that whenit does work there is no better feeling as all the hard work is done for you and thepeople sharing it drive all the revenue for you. Try it out, see how you get on and shareany tips here that you might have. 37
  38. 38. 50 Innovative Ways To Use Twitter More EffectivelyW ith over 170 million active users and playing a significant role in media consumption, Twitter has turned into the go-to site for real-time updates and gathering snippets of info from those we’re interested in. Pretty much everyone knows how to put a tweet together and how toreply to users, but what about more advanced features such as shortcuts, apps andSEO. If you want to improve your knowledge or want to pick up a few tips and tricks tohelp you get more out of the service, then read on.TwitterKeyboard ShortcutsWith many of us spending large amounts of time onTwitter every day, there has to be a quicker way touse the desktop interface and that comes in the formof keyboard shortcuts. As you can see from the listbelow, there is a shortcut for pretty much every oneof the actions you carry out on a daily basis. App Security Over the time that you’ve been using Twitter, there is a very good chance that you have given some apps permission to access your account. While most of the apps are fine, it is worth checking in here to see what apps you have given access to recently and purging some of the ones you no longer use. 38
  39. 39. Schedule TweetsSometimes you can come up with a good tweet, but feel that it’s not ready to be postedfor the world to see. If that’s the case, there’s a vast number of apps and tools that willallow you to schedule tweets for later. Tweetdeck is one example and if you’re looking forsomething a little more advanced, then Buffer is a great tool to use.Sensitive ContentIf, for whatever reason, you’re tweeting content that isn’t suitable for general consumption,activating this option in settings will either display sensitive content (those that users havemarked as such) or mark yours. The latter willmean that users will be warned about yourcontent before they proceed.Embedding TweetsInstead of taking screenshots of a tweet, youcan now embed it into your blog post andallow visitors to interact with it if they wereviewing it on Twitter. To do this, find the tweetyou want, expand it and click details. You willsee the option “Embed this tweet” appear in anew screen.Deleting Location InformationWhile you can turn geotagging on, sometimes you might not want people to know whereyou’re are or have tweeted from. If this is the case, head to settings and you will find theoption under ‘Tweet location.’#hashtag searchingIf you’re looking for particular topics or searching for updates to an event, using a hashtagto search can bring you more accurate results. Provided you know what the main hashtagis (eg: #London2012), you can find out more real-time info.Linking to Facebook accountThe majority of social media sites allow cross-posting and Twitter is no exception. In yourprofile settings, you will find this option at the bottom of the page underneath your bio. Discovery Twitter Search Twitter recently redesigned its search feature so it’s a good place to start when discussing features. Behaving more like Google and Facebook by suggesting users, searching terms can be filtered by top, all or best yet, ‘People You Know.’ The latter allows you to see what those users you follow are saying so you can jump into the conversation or add your own comment. 39
  40. 40. Advanced SearchHowever, if that isn’t enough for you,you can take things a step further andincrease your search capabilities. Whenyou’ve viewing a search result, clickingthe cog icon up in the top right-handcorner to bring advanced search. Here,you can filter by words, accounts,location and even moods to find whatyou want. Alternatively, you can accessadvanced search here. Save Search Similar to how you find advanced search. On the search results page, this is the second option offered in settings alongside advanced search. Discover A section some users tend to ignore, but more valuable then most people give credit for. Discover’s main function is to expose you tocontent and users you mightn’t have found throughyour normal feed. Alongside presenting the majorstories appearing on Twitter, the activity section showsyou everything that’s been happening with those youfollow, such as retweets, follows and favourites so youcould find new content and users to follow. Follow by Category Not content with presenting news, the Discover section also gives users the chance to find new people to follow based on interest. Just click on browse category and Twitter will present a list of topics that might interest you.Finding FriendsSearch and categories aren’t the only ways of finding friends on Twitter. In discover, you can clickthe ‘Find Friends’ section and find users through your Gmail, Yahoo!, Hotmail or AOL account.Follow ButtonsThe majority of people have a blog so it’s a good idea to include a follow button sothat people can find you on Twitter. Simply visit Twitter’s button page and select theshare content or follow button, fill out the details and embed it into your site. 40
  41. 41. Hashtag & Mention ButtonsIf you’ve created an event or covering one,installing a hashtag button is an effectiveway of getting the message across. Theprocess is the same as installing the shareand follow buttons and is handy if you wantto get your content out there.General TweetingLess is MoreYou may post interesting content or say witty things, but when you’re doing so, youwant to give people the opportunity to retweet your stuff. As a rule, you should leaveleave 20 characters worth of spare to allow this. If it’s possible leave 40 since that way,the person retweeting should be able to fit in a quick comment.Modified TweetFor those cases where you’re retweeting something that’s too big, modified tweetscome into play. Marked as MT, this lets people know that this tweet has been edited soyou can cut down the least essential parts or reword it so you can tweet it.Shorten URLYes, Twitter and every other third-party app automatically shortens apps, but using aURL shortener has its benefits. For one, all URL shorteners include analytics so you cansee how effective and popular your links are. Handy if you’re a business or blog andwant to see how many clicks a link got. Twitter lists Chances are you’re following far more people then you can keep up with. Lists are a handy way of counteracting this. By creating different lists for different categories, you can easily follow the same number of people without being overwhelmed. Pace Yourself The last thing you want to do is spam your followers and if you’re one ofthose people who tweets everything they can think of in the one go, you’re not doingyourself any favours. Try to space out when you tweet so that you’re more consistentthroughout the day. If that isn’t possible, use one of the scheduling tools mentioned earlierto space them out. 41
  42. 42. Images & VideoIf you want better engagement or responses,sometimes an image or video is the way togo. It’s good to mix up your tweets with amixture of the two. If you’re not used to takingphotos or need an excuse to take some snaps,then things like the ‘photo a day challenge‘ onInstagram is a great way of getting practice.Just be sure to choose only the best photosto tweet if you don’t want to overwhelm yourfollowers with abstract photos.Learn the Best Times to TweetTweeting is one thing, but knowing the best times to tweet is another thing entirely. Ifyou’re being strategic and want to make sure your tweets are seen by as many peopleas possible, then this report from could help you. Essentially, the best times totweet is any time between 1pm-3pm from Monday to Thursday. also recommendthat you should avoid posting after 8pm on any day as well as after 3pm on Fridays.Hashtag tweetsMost users add hashtags onto their tweets without actually thinking about why theydo it. Hashtags are supposed to signify that you’re talking about a particular topic orevent so in that case, only one hashtag is necessary in a tweet, and two at most. Anymore than that and it’s overkill. Favourites The best way to look at favourites is not to view them as things you like, but instead things that you would bookmark for later use. Most of the time, you would favourite things that you don’t have time to read, or a comment that you would like to save for future reference. So treat it as a resource that you can come back to and you will find that its value will go up.Public repliesSometimes when you’re having a discussion, you want everyone to see it instead ofjust the person. It might be to strengthen a point you made with a previous tweet orto help followers keep up to speed with a discussion. To do this, simply place a fullstop (really you could place any symbol, but this is tidier) and it will appear as a publictweet.This rule also applies to any tweet that begins with a username. 42
  43. 43. Twitter MobileSMS TwitterJust because smartphones havegrown in popularity doesn’t mean thatfeature phones aren’t still being used.A section for traditional SMS still existsin settings, allowing you to receive textnotifications, how many notificationsyou want to receive is really up toyou, but bear in mind that you haveto enable certain followers for mobilenotifications first before you can startusing it.SMS Sleep settingsBecause you don’t want to be woken up at 3am by a Twitter user on the other side ofthe world, you can choose to switch off updates during certain times. Simply turn onthe settings and choose the times you don’t want to receive notifications.Tweet alertsOne of the new features for Twitter’s new app update is the ability to receivenotifications every time someone tweets. To activate this, go to the account you wantto keep up to date with and hit the options button (person symbol). Select “Turn onnotifications” and now you will now be alerted to any updates from that account.Read Articles LaterIf you have an Instapaper account and you want to save articles, just go into settings(found under ‘me’ at the bottom right-hand corner), and go into advanced. Here youcan activate your Instapaper or Pocket account so you can save articles you find inyour news feed.Image Quality & SizeUnder the advanced option, you can adjust other settings such as font size (if thesmallest font is too hard to read) and image quality. The latter is incredibly handy ifyou’re having problems loading up images; setting it to ‘low’ will mean a lower qualityimage that will load up faster. 43
  44. 44. AppsNurphNurph is smart in that it correlates hashtags to create an ongoing conversationbetween Twitter users, making it easier for them to respond to one another and chatthrough tweeting and creating hashtag chatrooms. You can also create Twitterbots toguide users to a chatroom and funnel all your replies into the one space. Nurph is theultimate in Twitter community curation. (‘deliver it’ ) schedules blog posts to be delivered onto Twitter and across other social media platforms, allowing you to keep up with all social media and projecting your content to as many people and in as many ways as possible at one time or many. It’s fairly by-the-numbers and simple to use, so as to be effective as possible.TweetBoardTweetBoard pulls your Twitter stream into real-time and reformats them into threadedconversations. So instead of clicking ‘view conversation’ a viewing a feed betweenyou and few users, TweetBoard will enable you to view the conversation, other similarconversations and any tangential tweets as well, forming one giant conversationamong you and your friends and followers.Who ReTweeted MeWho Retweeted Me enables you to congregate all your Retweeters on one page andthank them one by one, if you so please. It will tell you how many retweets a certaintweet has had as well as the average amount of followers the Retweet-ers have andthe potential reach the tweet had with their help. To top it all off, it puts the chronologyof retweeting in a simple graph for you to analyse at your pleasure.MentionMapMentionMap displays all your mentionsand replies in a spider diagram, which,though undeniably nice to look at,can be awkward to navigate. Typein your username and the diagramwill appear with legs dedicated tousers you have tweeted, hashtagsyou have used as well as tributaryusers and conversations. It is a greatway to visualise your tweets and theconnections you’ve made on Twitter. 44
  45. 45. The ArchivistThe Archivist is one of the premier Twitter analytic apps, allowing you to archive tweetsand analyse the biggest trends. Whether you’re searching for stats on keywords,hashtags or certain users, the Archivist will provide an extensive and aesthetically crispanalysis of whatever you want.TwitLongerTwitter is a hard task-master where TwitLonger is merciful and sympathetic. Sometimes140 characters isn’t enough and TwitLonger understands as such. You don’t want towrite an entire blog or a novel, but you just need a few more words to convey yourpoint. TwitLonger will cut you some slack and then post a link to your extended tweeton Twitter just so everyone won’t miss out on it.TweetAdderTweetAdder is a management tool that is designed to get you get more Twitterfollowers, but more importantly, it helps bring in engaged followers suited to you andwhatever you are pedaling rather then just pure numbers. It is a good tool for thosethat are new to Twitter or want to exploit social media to their business’ advantage.Fast and easy to use, TweetAdder will get you up and on your feet in no time, helpingyou add users and get properly involved with Twitter.ManageFlitterManageFlitter is quite a behemoth.You can unfollow users and botsen masse, copy and follow lists ofusers from other accounts, and thein-built analytics are comprehensiveand allow you to pick the besttime to make your most importanttweets. There’s even a search tooltailored to your account unlike anyoffered by Twitter itself; very helpfuland essential for popular accounts/businesses.QwitterQwitter is an email service that keeps you up to date on your followers and thosewho have unfollowed you and the fluctuation in each. For people with a great deal offollowers, Qwitter would be very useful with its daily updates, telling you how manypeople you have gained and lost and putting it in a statistical context as well. It has aclean design that is similar to Twitter itself and is perfectly effective if you really need toknow these details. 45
  46. 46. TweetDeck by TwitterPerhaps the most well known Twitter app out there,TweetDeck is great and quicklybecoming the preferred way to use Twitter among dedicated users as it is far moreexpansive and comprehensive than astandard Twitter news feed. Instead ofmerely viewing your ‘following’ feed,you can view multiple feeds at anyone time, and they can be customisedto your choosing. Most likely, onewould use it to view replies, mentions,interactions and search hashtagssimultaneously, but there are plenty ofpossibilities.MiscellaneousTwitter SEOSocial media and SEO has a close relationship. One complements the other andit shouldn’t be any surprise that you can optimise your Twitter account to takeadvantage of this. There are many ways you can do this:- The first is to pick a name and username that has the main keyword you want (if it’smarketing then @ABCmarketing etc.). If you already have a Twitter account, then youcan change your actual name, but don’t change your username.- Include your website address. it’s an obvious statement, but you want to make surepeople can find your site. Don’t use a URL shortener and whatever you do, don’t makeyour address direct to your Twitter account, that’s just silly.- Your bio is also important.Above all, you want your personality to shine through, but you should include somemain keywords in it. You only have 160 characters so make sure the words in questionare high value.- Your profile photo is also handy for this. Make sure you rename it before you upload it.If you’re happy with your profile photo, then just upload it again, but under a new name.Google AnalyticsIf you have a blog or site, it’s important to know how much of your traffic originatesfrom social media. Google analytics has made this easier with the addition of a flowvisualisations, which illustrates how many visits you get from Twitter and other socialmedia sites. Important if you want an idea of how much traffic you can generate fromthe site. 46
  47. 47. Create a cartoonThis is cheating a little, but itdoes show just how effectivethe medium can be if youapply a little bit of creativethinking. Electric car brand,Smart in Argentina createdthis brilliant cartoon using justtweets to highlight their point;that their car can fit into thetightest spaces.Twitter For…Twitter itself has a vast range of guides and blogs for different sections, which isbound to come in useful at some point. Some of them include advertising & business,developers and newsroom just to name a few.Twitter StoriesConsidering that Facebook has just released its own version there, it’s a good time togo back to Twitter’s version, which is a year old by the way. Simply showcasing the beststories involving Twitter, the site’s aim is to get you to think of the site differently andsee the creative ways the service has been used.Know Your FollowersIt helps to know who exactly you’re communicating to and with more people statingtheir location in their bio, its easier than ever to find out. There are two ways ofgoing about this, the first way is to go though your followers and make a note of thecountries and locations they’re from. If you have a significant number of followers thiswill be quite time-consuming. The second way is to use a third-party tool like SocialBroto do all the hard work for you, giving you data which you can use to communicatemore effectively. 47
  48. 48. Everything You Need To Know About Twitter ForCustomer Service + 10 Brands Doing It WellT witter is a wonderful tool, but one way in which brands are using it and adding great value to their social media activity is by using it as a customer service tool. Customers will often turn to the medium first to vent about their frustrations around customer service or a new product, and the shrewd brands are there inplace with a team of people to answer all queries and to help create brand loyalty. In somecases, companies are able to use it as a cost-cutting exercise with queries handled fasteronline and calls deflected from customer service numbers and other costly channels.Beyond the basic functionality it offers, Twitter is still limited in terms of the premiumfeatures it offers brands, but there are a number of hacks and third party tools that youcan use to help improve your customer service and Twitter themselves will be rollingout additional features over time. Until Twitter does that, however, you will need to workwith what you have so here are a number of ways and examples you can use to improvecustomer service.Tips For Using Twitter For Customer ServiceWhile Twitter’s functionality is rather limited in comparison to other sites, there are anumber of ways you can improve interaction and ensure that customers leave with apositive experience. Here’s what you should keep in mind.Using Apps like TweetdeckIf you’re going to understand your customers, you will need to see what they’re saying.Not everyone is going to mention your twitter handle so to get a clear picture of what 48
  49. 49. people are saying, you will need monitoring tools to help you out. The most popular onewould be Tweetdeck which lets you view numerous streams at once. By typing in yourcompany name, you can see what mentions, links and comments people are makingabout your business. There are many other third-party apps and analytics out there sotry them out and see what fits best.Respond At SpeedA simple but effective way to build trust and provide a positive experience. If you seesomebody asking a question, don’t leave it until tomorrow. Respond as soon as possible.Even if you don’t have an immediate answer to their question, it’s much better to showthat you’ve seen their tweet and are working to solve their problem.Never Let Customers Reveal Their Private DetailsRelating to the last point, never let a customer reveal private or potentially privateinformation publicly. The obvious examples are bank account details, passwords andaddresses, but also things like phone numbers, account names (if it’s about an onlineplatform) and email would also apply. Put yourself in their shoes: If you don’t feelcomfortable sharing something, chances are your customers feel the same way.Be Polite And CourteousA basic TIP but always make sure that the tone you use is polite, even when somebody ,is criticising your company. It can take one bad tweet to tarnish your reputation so makesure you’re taking the moral high ground when dealing with complaints. Also, if you’regetting heated up, remember that you’re not expected to reply straight away so usethose minutes to regroup and get your thoughts together before replying. 49
  50. 50. Place Your Twitter Handle In Prominent LocationsTwitter’s a fast and snappy way of responding to queries so if you use it for customerservice ,direct people to it. Your own site is an obvious place to highlight this, but alsouse your other social media channels and emails to show this as well. For people to useit, they need to be aware of it so don’t neglect promoting it.Create A Separate Customer Service Twitter AccountIf you’re a bigger company and you’re getting a lot of mentions and comments, it mightbe best to create two separate accounts to make things more manageable. This way,you’ll be able to have one platform for dealing with queries and questions, and anotherto help promote the site.Be ConsistentAnother simple but effective tip, always make sure you’re responding to people whenthey tweet and do it regularly. Nobody will comment or respond to a dormant accountor one that is only active when it feels like it.Personalise The ExperienceMost companies tend to be faceless corporate identities, but if you make things a littlemore human, it can have a positive effect. A good way is to put the first name at theend of said tweets so people know there’s a person behind the response. If you wantedto take things a step further, you could include your twitter handle instead. One goodexample is Triberr who place the twitter handles of their two co-founders on its bio sopeople know who’s responding. 50
  51. 51. Create An FAQ From Common QuestionsIf you’re receiving a number of queries and questions, you will probably notice a fewappearing regularly. If that’s the case, instead of answering the same question over andover again, create an FAQ that answers this. Most people will look through your site firstwhen looking for information so an FAQ will free up more time for you to focus on theless common questions.Use Direct Messages (DM)Chances are somebody will have a complaint or problem that you need to sort out.Most of the time, this can be resolved within one or two tweets, but if it gets particularlyheated or involves personal information, it’s best to make it a private conversationbetween yourself and the other party. Remember that to send DMs, both parties needto be following each other so make sure this is the case before doing anything.Know When To Move Problems OnSometimes it isn’t always possible to solve a problem on Twitter and when that happens,be sure to direct them to an email account or phone number to rectify the problem. Youcan use Twitter as a way to direct people to other help services so don’t try to solve aproblem in 140 characters if it requires far more than that.Follow UpSomething brands tend to forget is that when the problemis solved, there’s still opportunity to interact with people. Ifyou’ve solved a problem or redirected someone to anotherarea, make a note of their username and a week later, sendthem a tweet to see how things are going. It’s the littlethings that will endear you to your fan base and will getyou good publicity sooner or later. 51
  52. 52. State When You’re OpenUnless you’re a massive company with offices in different parts of the world, chancesare you’re only going to be monitoring your Twitter account during working hours. If so,place said times on your Twitter bio to avoid confusion. Also, make sure you include thetime zone too as you could very easily have customers from abroad trying to reach you.Ten Brands Doing Customer Service RightThere are many examples of brands doing customer service on Twitter, but fewer aregetting it right. Since people learn a lot more from example than through theory, hereare some brands that are getting customer service on Twitter right:Zappos Customer ServiceThe shoe company makes sure that its customer service team says who they are asthey address all queries and comments. As well as placing their team in the backgroundimage, it also injects some personality into its tweets by asking users to tweet in piratetalk and talking about the latest sport events.HertzHertz makes sure that it responds to all questions from its customers, always stating whothe message is from by placing their initials at the end of each tweet. Each member hastheir initials on the background image so you know exactly who you’re talking to. 52
  53. 53. UPS Customer SupportUPS state what times their customer support account is open for so that customersknow when to expect a response. It also follows the same principal as Hertz and Zapposby placing their team’s names and photos in the background image.Best Buy (twelpforce)Best Buy’s Twelpforce does its best to answer any tech-related queries and brings all thedifferent services together. While it tweets in different languages, it makes sure that itsanswers are as comprehensive as possible. 53
  54. 54. UberSince Uber is a mobile service, it follows up on customer queries by asking how theirexperience was, getting feedback and interacting with their customers to create awelcoming service.Xbox SupportThe Guinness world record holder for most responsive brand on Twitter certainly livesup to its name by making sure everyone gets a response, even going as far to respondto people who mention Xbox in passing. 54
  55. 55. Southern ElectricSouthern Electric not only provides help on its Twitter page, but also provides alternativesfor contacting them on its background image. It also states times for contacting themclearly so there is no confusion.Royal MailNot only does Royal Mail personalise its tweets and respond to queries, but the accountis incredibly funny. It’s also a massive fan of (bad) puns, which is always a good sign. 55
  56. 56. CitiThe financial brand has its own customer service account, which it updates quite regularly.With 18 different people servicing its account, it ensures that everybody gets a response,no matter how trivial it may seem.SamsungOne of the biggest technology companies in the world has its own support service.While it does use it to promote its services, it always finds the time to help customers outwith their devices. 56
  57. 57. Stuck With B2B Marketing? The Complete In-Depth Guide To LinkedinL inkedIn is a stalwart of the social networking scene, yet it often suffers from a lack of limelight around younger, sexier upstarts. Pretty much everyone you meet in the ‘professional’ world will have a LinkedIn profile. The only problem is that many don’t actually know how to use it or make the most of differentfeatures available. Of course, you will only get out of it what you put in and there are somegreat examples of how LinkedIn can be used for business in ways you might not imagine.How about raising investment for your new business, purely through LinkedIn?Also, businesses are just starting to take more notice of LinkedIn, as it opens theplatform to allow for campaigns and apps to run more effectively. Add to that the factthat LinkedIn has an ad marketplace that runs in the same way as Facebook’s and thatit’s working more on strategic partnerships,such as their recent addition to the newMicrosoft Office and already you havenumerous reasons to start using it to youradvantage, if you aren’t already.Why It MattersIt’s easy to forget about LinkedIn and justuse it to respond to the odd contact or posta link to something you want to promote.However, if you consider how manyconnections you’re likely to have in there,it can actually be an important part of your 57
  58. 58. professional life, if you want it to be. The benefits of an active LinkedIn profile, whetherit’s personal or for your business, extend way beyond the immediate connections youhave with benefits such as SEO also being incredibly important.And, of course, with a public network like LinkedIn, it is almost guaranteed to featureon employer’s background checks when researching potential candidates. While it maynot be the case that securing a job will be wholly dependent on your LinkedIn profileand activity, having a professional looking profile that has been properly filled withyour background and work experience will ultimately make it easier for prospectiveemployers to see what you’re all about.10 Ways To Help Make Your Profile Stand Out1. Get Your Profile Picture RightProfile pictures are a relatively small part of any user’s LinkedIn profile, but it’susually the first thing potential employers will see and are of great importance. It isrecommended that users get a respectable head shot taken, but it doesn’t have to beprofessionally done (although that would, of course, be preferable).It can be as simple as standing in front of a neutral background and asking a friend totake a photo of you with a digital camera of smartphone; as long as you are lookinginto the camera and your head and shoulders are visible, it will make for a sufficientprofile pic.2. Include a professional headline.Headlines are important as they give user’s a basic ideaof who you are and what you do in a concise form. It’simportant that your headline is crisp and comprehensiveso that it conveys everything you want to potentialemployers in 100 characters or less. Think of it as aninitial pitch to users to read further and learn more. 58