Trend Tap is a trend publication from The Social Lights that delves into a different aspect of social media each quarter. In this issue, we’re bringing clarity and creative solutions to a hotly contested topic: social media engagement.
You may find yourself thinking:
-Does organic engagement still exist?
-How do I calculate engagement rate on each social network?
-Which brands are winning on social media in 2018?
Get answers to your questions in Trend Tap: The Engagement Issue.
Brought to you by The Social Lights, an award-winning social media marketing agency based in Minneapolis, Minnesota. Visit us: thesociallights.com.
In today’s connected culture, earning and maintaining attention is hard.
Funnels and channels are out of date and irrelevant. Digital is no longer about reach or exposure. Or, it is, but not just about that. Reach is the beginning. Digital success is all about ‘what’s next.’
Building relationships is about humanity: People respond to being asked for help.. It’s no longer about attention or loyalty, its about a shared sense of purpose. From Tom’s to Patagonia, mission is key.
Caleb Gardner, Digital Director of Organizing For Action, is strategist behind President Obama’s digital relationship-building operation. He joins Barefoot Proximity’s strategist Craig Heimbuch for a discussion about the nature of relationships between people and brands and why digital success means behaving more like humans than marketers.
1. How should marketers and movements think about strategy in today’s digital climate? Do traditional funnels and channel thinking still matter?
2. Why is asking for help more important than offering something for free? And how does digital ubiquity make it easier to create real relationships at scale?
3. Why does reach matter less than depth? How can brands and movements benefit from the thinking that 60M followers don’t matter?
Find out the answer to these questions in BBDO + Proximity's presentation, "Human Nature @Scale."
The document provides guidance on developing an effective social content strategy. It discusses setting clear goals for the strategy, such as increasing brand awareness or sales. It also stresses the importance of deeply understanding the target audience and their interests beyond just the product category. The document recommends collaborating with various types of social media influencers, from celebrity influencers with large followings to mid-size "advocates" who are already fans of the brand. Working with influencers can help a brand reach new audiences, resonate more effectively with those audiences, and gain additional creative resources for content creation.
The document discusses using social media, specifically Facebook, Twitter, and LinkedIn, for lead generation. It provides tips on creating engaging content, using paid promotion features like promoted posts and ads, and tracking results. The key recommendations are to post mostly valuable content and focus promotion on content with clear calls-to-action. Tracking engagement and conversion metrics is important to measure the effectiveness of social media lead generation efforts.
The document provides definitions and analyses for key Twitter metrics including engagement, retweets, mentions, favorites, hashtags, potential reach, potential impressions, and response rate and time. It explains how to measure account engagement, audience, share of voice, and visual content effectiveness. The document also outlines tools for optimizing site traffic, customer service, campaigns, and influence on Twitter.
Developing a foundation for a successful social marketing program requires actively observing customers' social media behaviors, online discussions related to your brand, and your competitors' social media activities. Understanding how customers engage across social platforms and what they say about your brand can inform your strategy. Specifically, identifying influential customers who spread messages through social networks can multiply the impact of your programs. Listening online provides real-time insights into customer sentiment that help optimize marketing efforts.
Developing a foundation for a successful social marketing program requires actively observing customers' social media behaviors, online discussions related to your brand, and your competitors' social media activities. Understanding how customers engage across social platforms and what they say about your brand can inform your strategy. Specifically, identifying influential customers who spread messages through social networks can multiply the impact of your programs. Listening before diving into social media ensures opportunities are understood.
In today’s connected culture, earning and maintaining attention is hard.
Funnels and channels are out of date and irrelevant. Digital is no longer about reach or exposure. Or, it is, but not just about that. Reach is the beginning. Digital success is all about ‘what’s next.’
Building relationships is about humanity: People respond to being asked for help.. It’s no longer about attention or loyalty, its about a shared sense of purpose. From Tom’s to Patagonia, mission is key.
Caleb Gardner, Digital Director of Organizing For Action, is strategist behind President Obama’s digital relationship-building operation. He joins Barefoot Proximity’s strategist Craig Heimbuch for a discussion about the nature of relationships between people and brands and why digital success means behaving more like humans than marketers.
1. How should marketers and movements think about strategy in today’s digital climate? Do traditional funnels and channel thinking still matter?
2. Why is asking for help more important than offering something for free? And how does digital ubiquity make it easier to create real relationships at scale?
3. Why does reach matter less than depth? How can brands and movements benefit from the thinking that 60M followers don’t matter?
Find out the answer to these questions in BBDO + Proximity's presentation, "Human Nature @Scale."
The document provides guidance on developing an effective social content strategy. It discusses setting clear goals for the strategy, such as increasing brand awareness or sales. It also stresses the importance of deeply understanding the target audience and their interests beyond just the product category. The document recommends collaborating with various types of social media influencers, from celebrity influencers with large followings to mid-size "advocates" who are already fans of the brand. Working with influencers can help a brand reach new audiences, resonate more effectively with those audiences, and gain additional creative resources for content creation.
The document discusses using social media, specifically Facebook, Twitter, and LinkedIn, for lead generation. It provides tips on creating engaging content, using paid promotion features like promoted posts and ads, and tracking results. The key recommendations are to post mostly valuable content and focus promotion on content with clear calls-to-action. Tracking engagement and conversion metrics is important to measure the effectiveness of social media lead generation efforts.
The document provides definitions and analyses for key Twitter metrics including engagement, retweets, mentions, favorites, hashtags, potential reach, potential impressions, and response rate and time. It explains how to measure account engagement, audience, share of voice, and visual content effectiveness. The document also outlines tools for optimizing site traffic, customer service, campaigns, and influence on Twitter.
Developing a foundation for a successful social marketing program requires actively observing customers' social media behaviors, online discussions related to your brand, and your competitors' social media activities. Understanding how customers engage across social platforms and what they say about your brand can inform your strategy. Specifically, identifying influential customers who spread messages through social networks can multiply the impact of your programs. Listening online provides real-time insights into customer sentiment that help optimize marketing efforts.
Developing a foundation for a successful social marketing program requires actively observing customers' social media behaviors, online discussions related to your brand, and your competitors' social media activities. Understanding how customers engage across social platforms and what they say about your brand can inform your strategy. Specifically, identifying influential customers who spread messages through social networks can multiply the impact of your programs. Listening before diving into social media ensures opportunities are understood.
Coca-Cola has built a massive social media audience of over 82 million followers across multiple channels. They achieved this through regular posting of engaging content, understanding their current audience, and targeting similar potential followers. The document provides best practices for social media marketing, including analyzing which content and posting times perform best, defining target audiences, and using different channels to build a cross-platform community.
National Geographic tracks social media traffic by categorizing referrers into 7 groups - search, social media, email, etc. Initial results showed search was the largest source at 42%. By honing in on social media, they saw visits from social media sites accounted for 8.4% of total traffic, more than doubling from the previous year. Tracking metrics like engagement showed social media visitors viewed an average of 4.2 pages per visit. National Geographic is able to analyze trends in traffic sources over time using this categorization method.
Marketo held a Social Marketing Rockstar Tour in 2012 visiting 15 cities to discuss implementing, executing, and measuring social strategy with marketers from various industries and company sizes. Over 2000 attendees shared insights on their current social media use and lessons learned. Common themes included controlling your message, consistency, and implementing social media policies. Marketo has compiled the best tips collected on the tour.
Social Media Measurement & The Holy Grail.42011BBDO
The document discusses the development of a new social media metric called the Semantic Engagement Index (SEI) that aims to more accurately measure sentiment in social media conversations than existing metrics. SEI analyzes tone, emotional affect, and personalization. Case studies show SEI has strong correlations with sales for hospitality and food/beverage clients, with negative sentiment having a greater impact than positive sentiment. Marketing response models incorporating SEI provide insights into how social media conversations impact business and how to optimize marketing spend.
The document outlines 8 provocations about the future of marketing and social brands:
1. Social equity will drive brand value as brands focus on inspiring favorable conversations.
2. Communities will have more value than platforms as people's choices are driven by social benefits not technology.
3. All marketing must add value through meaningful engagements instead of interruptions.
4. Mobile devices are already the most important technology and strategies must focus on mobile.
5. Brands will use recurring themes or "leitmotifs" instead of singular big ideas to tell their story over time.
6. Brands will practice active listening on social media to gain insights instead of just tracking mentions.
7. Experiences
Developing a successful social marketing program starts with observing customers' social media behaviors, online conversations related to the brand, and competitors' activities. Marketers should actively listen and learn before engaging to understand opportunities. Specifically, they should analyze customers' social media participation levels, identify influential users, understand discussion topics and sentiment, and note where conversations are happening. This groundwork helps inform a strategic and effective social approach.
2015 Influencer Marketing Guide
Getting the right people talking about your brand is vital for building credibility. In fact, recent studies show that nearly 60% of marketers plan to increase their influencer marketing budgets in 2015. Kick start your own social campaigns by learning how to identify, engage, and measure influencer impact.
Download this influencer marketing guide to learn:
•How to identify your ideal influencers
•When and where your influencers are most active
•Tips for engaging influencers with your brand
•How to add influencers to your social marketing strategy
User-Generated Content (UGC) could be described as online word-of mouth, one of the most trustworthy sources of information. So how are brands using it and who's doing it well? And should UGC be a part of your content strategy?
This document discusses the importance of understanding your digital audience before developing content strategies. It identifies three groups - 1% who create content, 9% who share it, and 90% who consume it. The key is to focus content on influencers, engage advocates to spread the message, and listen to enthusiasts. Success requires precision - build communities, develop narratives, analyze data on conversations and audiences, determine the right channels and use of paid social. Audience segmentation using analytics informs the best content, targeting, and storytelling approach to break through clutter online.
The document provides guidance for social marketing planning in 2015. It summarizes what changed in social media in 2014, including the growth of Instagram and new behavioral targeting on Facebook. It then offers recommendations for capitalizing on these changes in 2015, such as investing more in Instagram, leveraging behavioral targeting on Facebook, and engaging influencers. The overall message is that social audiences and capabilities continue expanding, so brands should adapt their strategies accordingly across channels like Instagram, Facebook, and through influencer marketing.
The document discusses 5 ways for companies to encourage customers to share content on social media. They are: 1) Turn sharing into a game by holding contests and competitions; 2) Identify, recognize and reward influential customers who drive traffic; 3) Appeal to customers' sense of altruism by associating sharing with charitable causes; 4) Give customers something exclusive for sharing, like early access to products; 5) Let customers co-create value by choosing discounts or products. The goal is to provide compelling reasons for customers to become advocates by sharing content across their social networks.
by John Bell, Global Managing Director, Social@Ogilvy.
The following is a plan describing a simple and practical way for business leaders to think about gaining the benefits of social behaviors (and the technologies supporting those behaviors).
In many ways the promise of a ‘social business’ is to get us back to what we care about — people working together to create something of greater value than they could have if they had remained unconnected and apart.
The Future of Social Media: 50+ Expects Share Their 2014 PredictionsBusiness 2 Community
In 2013, we saw a significant rise in video and photo sharing as Instagram, Snapchat and similar platforms helped make "selfie" the word of the year. Twitter also held their much anticipated IPO and "experts" claimed that Facebook was dead. Here is a look at 50+ social media predictions for 2014.
Content Marketing has become an important tool for companies who wish to establish their online presence, and create a relationship with their customers / users. However, with the influx of content via Social Media and other channels differentiating oneself from the “noise” is a big challenge. With the growth in various technologies and solutions marketers hope to do just that, as the new year brings on a new view towards content marketing. We asked experts and practitioners of Content Marketing to share their insights and predictions on the future, and various trends that companies should focus on in the upcoming year.
This document provides an overview of building an effective social media presence for organizations. It discusses why social media is important for attracting customers and promoting loyalty. The key aspects of a successful social media strategy are engaging customers through relevant content, understanding the appropriate channels for your target audience, and measuring engagement rather than just impressions. The goal is to develop brand champions within a trusted network who will promote your messages through sharing and referrals.
This document discusses using social media, especially Facebook and Twitter, for lead generation. It provides tips for optimizing social media presence, including focusing on valuable content and calls-to-action. Facebook is recommended for its large user base and advertising options. Promoted posts and ads on Facebook can increase visibility and drive traffic. Twitter is positioned as a place for industry discussion and collecting leads. Promoted tweets, accounts, and trends are Twitter's advertising options for amplifying messages. Lead generation cards allow collecting leads directly from tweets. Tracking engagement is emphasized for optimizing social media marketing efforts.
Top Social Selling Tools For Your Business In 2024.pdfCiente
Brands tap into Gen-Z’s world by leveraging social media. But it’s the social selling tools that transform this digital engagement into real-world revenue.
This document provides an overview of social media and strategies for using different social media platforms effectively. It discusses the various types of social media including blogging, social networks, microblogging, video sharing, and more. It emphasizes that content is key to driving engagement on social media and provides tips for creating engaging content through storytelling, appealing to emotions, and establishing trust and credibility. Finally, it stresses the importance of listening to what audiences are saying online and maintaining a consistent brand voice across all social media channels.
Follow our Linkedin Page: @marketing infographics
A beginners Guide to Social Media, why does a company need Social Media, tips and guidelines, key stats and demographics, Strategies and tactics for success, recommended tools, facebook, twitter, linkedin, pinterest
Welcome to The Beginner's Guide to Social Media!
"Social media" is a way for people to communicate and interact online. While it has been around since the dawn of the World Wide Web, in the last 10 years or so we've seen a surge in both the number and popularity of social media sites. It's called social media because users engage with (and around) it in a social context, which can include conversations, commentary, and other user-generated annotations and engagement interactions.
Source: http://moz.com/beginners-guide-to-social-media
Coca-Cola has built a massive social media audience of over 82 million followers across multiple channels. They achieved this through regular posting of engaging content, understanding their current audience, and targeting similar potential followers. The document provides best practices for social media marketing, including analyzing which content and posting times perform best, defining target audiences, and using different channels to build a cross-platform community.
National Geographic tracks social media traffic by categorizing referrers into 7 groups - search, social media, email, etc. Initial results showed search was the largest source at 42%. By honing in on social media, they saw visits from social media sites accounted for 8.4% of total traffic, more than doubling from the previous year. Tracking metrics like engagement showed social media visitors viewed an average of 4.2 pages per visit. National Geographic is able to analyze trends in traffic sources over time using this categorization method.
Marketo held a Social Marketing Rockstar Tour in 2012 visiting 15 cities to discuss implementing, executing, and measuring social strategy with marketers from various industries and company sizes. Over 2000 attendees shared insights on their current social media use and lessons learned. Common themes included controlling your message, consistency, and implementing social media policies. Marketo has compiled the best tips collected on the tour.
Social Media Measurement & The Holy Grail.42011BBDO
The document discusses the development of a new social media metric called the Semantic Engagement Index (SEI) that aims to more accurately measure sentiment in social media conversations than existing metrics. SEI analyzes tone, emotional affect, and personalization. Case studies show SEI has strong correlations with sales for hospitality and food/beverage clients, with negative sentiment having a greater impact than positive sentiment. Marketing response models incorporating SEI provide insights into how social media conversations impact business and how to optimize marketing spend.
The document outlines 8 provocations about the future of marketing and social brands:
1. Social equity will drive brand value as brands focus on inspiring favorable conversations.
2. Communities will have more value than platforms as people's choices are driven by social benefits not technology.
3. All marketing must add value through meaningful engagements instead of interruptions.
4. Mobile devices are already the most important technology and strategies must focus on mobile.
5. Brands will use recurring themes or "leitmotifs" instead of singular big ideas to tell their story over time.
6. Brands will practice active listening on social media to gain insights instead of just tracking mentions.
7. Experiences
Developing a successful social marketing program starts with observing customers' social media behaviors, online conversations related to the brand, and competitors' activities. Marketers should actively listen and learn before engaging to understand opportunities. Specifically, they should analyze customers' social media participation levels, identify influential users, understand discussion topics and sentiment, and note where conversations are happening. This groundwork helps inform a strategic and effective social approach.
2015 Influencer Marketing Guide
Getting the right people talking about your brand is vital for building credibility. In fact, recent studies show that nearly 60% of marketers plan to increase their influencer marketing budgets in 2015. Kick start your own social campaigns by learning how to identify, engage, and measure influencer impact.
Download this influencer marketing guide to learn:
•How to identify your ideal influencers
•When and where your influencers are most active
•Tips for engaging influencers with your brand
•How to add influencers to your social marketing strategy
User-Generated Content (UGC) could be described as online word-of mouth, one of the most trustworthy sources of information. So how are brands using it and who's doing it well? And should UGC be a part of your content strategy?
This document discusses the importance of understanding your digital audience before developing content strategies. It identifies three groups - 1% who create content, 9% who share it, and 90% who consume it. The key is to focus content on influencers, engage advocates to spread the message, and listen to enthusiasts. Success requires precision - build communities, develop narratives, analyze data on conversations and audiences, determine the right channels and use of paid social. Audience segmentation using analytics informs the best content, targeting, and storytelling approach to break through clutter online.
The document provides guidance for social marketing planning in 2015. It summarizes what changed in social media in 2014, including the growth of Instagram and new behavioral targeting on Facebook. It then offers recommendations for capitalizing on these changes in 2015, such as investing more in Instagram, leveraging behavioral targeting on Facebook, and engaging influencers. The overall message is that social audiences and capabilities continue expanding, so brands should adapt their strategies accordingly across channels like Instagram, Facebook, and through influencer marketing.
The document discusses 5 ways for companies to encourage customers to share content on social media. They are: 1) Turn sharing into a game by holding contests and competitions; 2) Identify, recognize and reward influential customers who drive traffic; 3) Appeal to customers' sense of altruism by associating sharing with charitable causes; 4) Give customers something exclusive for sharing, like early access to products; 5) Let customers co-create value by choosing discounts or products. The goal is to provide compelling reasons for customers to become advocates by sharing content across their social networks.
by John Bell, Global Managing Director, Social@Ogilvy.
The following is a plan describing a simple and practical way for business leaders to think about gaining the benefits of social behaviors (and the technologies supporting those behaviors).
In many ways the promise of a ‘social business’ is to get us back to what we care about — people working together to create something of greater value than they could have if they had remained unconnected and apart.
The Future of Social Media: 50+ Expects Share Their 2014 PredictionsBusiness 2 Community
In 2013, we saw a significant rise in video and photo sharing as Instagram, Snapchat and similar platforms helped make "selfie" the word of the year. Twitter also held their much anticipated IPO and "experts" claimed that Facebook was dead. Here is a look at 50+ social media predictions for 2014.
Content Marketing has become an important tool for companies who wish to establish their online presence, and create a relationship with their customers / users. However, with the influx of content via Social Media and other channels differentiating oneself from the “noise” is a big challenge. With the growth in various technologies and solutions marketers hope to do just that, as the new year brings on a new view towards content marketing. We asked experts and practitioners of Content Marketing to share their insights and predictions on the future, and various trends that companies should focus on in the upcoming year.
This document provides an overview of building an effective social media presence for organizations. It discusses why social media is important for attracting customers and promoting loyalty. The key aspects of a successful social media strategy are engaging customers through relevant content, understanding the appropriate channels for your target audience, and measuring engagement rather than just impressions. The goal is to develop brand champions within a trusted network who will promote your messages through sharing and referrals.
This document discusses using social media, especially Facebook and Twitter, for lead generation. It provides tips for optimizing social media presence, including focusing on valuable content and calls-to-action. Facebook is recommended for its large user base and advertising options. Promoted posts and ads on Facebook can increase visibility and drive traffic. Twitter is positioned as a place for industry discussion and collecting leads. Promoted tweets, accounts, and trends are Twitter's advertising options for amplifying messages. Lead generation cards allow collecting leads directly from tweets. Tracking engagement is emphasized for optimizing social media marketing efforts.
Top Social Selling Tools For Your Business In 2024.pdfCiente
Brands tap into Gen-Z’s world by leveraging social media. But it’s the social selling tools that transform this digital engagement into real-world revenue.
This document provides an overview of social media and strategies for using different social media platforms effectively. It discusses the various types of social media including blogging, social networks, microblogging, video sharing, and more. It emphasizes that content is key to driving engagement on social media and provides tips for creating engaging content through storytelling, appealing to emotions, and establishing trust and credibility. Finally, it stresses the importance of listening to what audiences are saying online and maintaining a consistent brand voice across all social media channels.
Follow our Linkedin Page: @marketing infographics
A beginners Guide to Social Media, why does a company need Social Media, tips and guidelines, key stats and demographics, Strategies and tactics for success, recommended tools, facebook, twitter, linkedin, pinterest
Welcome to The Beginner's Guide to Social Media!
"Social media" is a way for people to communicate and interact online. While it has been around since the dawn of the World Wide Web, in the last 10 years or so we've seen a surge in both the number and popularity of social media sites. It's called social media because users engage with (and around) it in a social context, which can include conversations, commentary, and other user-generated annotations and engagement interactions.
Source: http://moz.com/beginners-guide-to-social-media
Welcome to The Beginner's Guide to Social Media! Whether you're new to social media or just looking to close a few
knowledge gaps, we're glad you stopped by. By now, we've all heard how valuable—even essential—social media can be.
Whether your current sentiment leans more toward enthusiasm or trepidation, there's no way around the fact that social
media is a far more complex field than it first seems. Diving in without a sense for what it's like can be overwhelming, and
building a network that provides real value takes both savvy and hard work, but fear not—we're here to help! We hope you'll
find this to be one of the most comprehensive social media resources available, and that no matter what your skill level is,
there's plenty in here to help you improve your social presence. What are we waiting for? Let's dive in!
Social Media - Marketing in the 21st CenturyRamsey Mohsen
This document discusses marketing in the 21st century and provides tips for social media success. It outlines five steps for an effective social media strategy: 1) set objectives, 2) define targets and personas, 3) set measurements, 4) plan content calendar, 5) try, learn and refine. Content is highlighted as the most important aspect of social media. Both opportunities and risks of social media are presented. The summary concludes by thanking the audience and inviting questions.
The document discusses best practices for social media strategy and marketing. It states that social media tactics alone do not equal a full strategy, and that social marketing aims to engage followers and spark conversations. Effective social strategies consider owned, earned, and paid social media, and use the right channels to suit content goals. The document advocates treating social media as part of an integrated digital experience and focusing on long-term engagement through multiple touchpoints and stories.
The document discusses using a holistic "Paid, Owned, Earned" (POE) model for guiding brands through social media. It states that a one-dimensional communications strategy is not effective and that disseminating messages relies on converging paid, owned, and earned media tactics. It asserts that the whole of the POE communications model is greater than the sum of its individual parts, and taking a holistic POE approach can help consolidate return on investment.
This document provides an introduction to social media and its value for businesses. It discusses how social media allows businesses to build and engage communities, move customers from liking to loving and defending a brand, and provides value beyond just marketing. Social media can help with content creation, customer service, product development, and other areas by providing a way to gain feedback and insights from customers. The document recommends businesses integrate social media into their overall marketing strategy in order to fully leverage its benefits.
This Guide will take you thru the steps which will help you to sharpen your skills sets on enhancing your Social Media Marketing skills to explore business opportunities and increase your clients brand awareness thru strategic social media activites.
20 Social Media Tips Every Marketer Should Knowmanagerslides
Our new #presentation '20 Social Media Tips for Marketers is ready'🔥✌️Check it out! #socialmedia #DigitalMarketing #social #marketing #PowerPoint #tips ➡️ bit.ly/2F0HKPY
Get the most out of social media for your business with our 20 actionable tips today. Our guide will take on marketing, A/B testing, KPIs, and benchmarks, as well as posting time and frequency, content and copy type, platform-specific preferences, and audience targeting analytics.
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Grow Your Business with Social Media optimization | WDP TechnologiesWDP Technologies
By following mentions of your brand name, username, and other relevant terms, you can get a real insight into what people like or dislike about your products and services, customer pain points you can address, and so on.
Visit Us: https://www.webdevelopmentpark.com/grow-your-business-with-social-media-optimization/
Accenture Social Media PoV - 55m conversations in 55 days Mac Karlekar
While it should come as no surprise that many major CPG brands and retailers are among the top 50 most active social media brands, this new point of view finds different brands are at varying levels of maturity in having a two-way dialogue with consumers. According to Accenture research, consumers want to engage more with CPG brands than with retailers. The success of consumer engagement is making sure fans feel part of the overall brand voice.
Deep Dive: 2018 social media trends to save you time and improve your ROIMeetEdgar
Let’s put it this way: If your business has customers who use the Internet, then yes, you need social media marketing. Facebook alone has over 2 BILLION active users. If ever there were a time when social media marketing was optional, that time is long, LONG gone.
Come learn how to stay relevant and Learn and implement strategies one at a time, then focus on the one that has the highest return on investment for your business, and ditch what isn't working for you.
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This document discusses how to analyze and compare key social media metrics and insights from Brand24's social listening tool. It outlines several important metrics to track, including number of mentions, sentiments, social media reach, interactions, and share of voice. It also provides guidance on comparing metrics over different time frames and between projects or competitors. The document recommends generating PDF or Excel reports to share insights with stakeholders. Brand24's software allows customizing alerts to notify users of important changes or negative mentions.
Similar to Trend Tap: Social Media Engagement Best Practices Explained (20)
Social Media Trends: How Brands Can Tap Into CultureThe Social Lights
Culture. It’s trend. It’s lifestyle. It’s values. It encompasses everything from the way we speak to the music we enjoy, the clothes we wear, and the traditions we practice. The waves that ripple through culture provide an opportunity for brands to join the conversation and create movements.
In this issue of Trend Tap, we break down culture, from its elements to ways brands can tap into and leverage culture to stay relevant.
Inside The Culture Issue:
-The four elements of culture and ways they come to life
-How to tap into culture by finding the right partner
-Best practices for engaging in cultural moments, including best-in-class examples
-How to uncover micro communities that already exist within your brand's fanbase
Brought to you by The Social Lights, an award-winning social media marketing agency based in Minneapolis, Minnesota. Visit us: thesociallights.com.
Social Media Content Best Practices: Using GIFs, Instagram Stories, and Memes...The Social Lights
In this issue of Trend Tap, we break down how we've leveraged new content types like GIFs, Instagram Stories, and memes to earn millions of impressions for clients and how you can do the same.
Inside the Content Issue:
-Best-in-class examples from brands that are crushing it with GIFs, Instagram Stories, and memes
-Content creation best practices that we've used to earn millions of organic impressions for clients
-Untapped content opportunities your brand can start leveraging today
Brought to you by The Social Lights, an award-winning social media marketing agency based in Minneapolis, Minnesota. Visit us: thesociallights.com.
The 2016 calendar year ended with a flurry of updates from around the social sphere, with the majority of the conversation centered around community care and live video. These moves align with platforms’ consistent efforts to create a positive, authentic, and immersive experience for their users.
See what’s new, what’s hot, and what’s been improved across your favorite social platforms during Q4. Our latest Social Media Trend Report covers it all.
How to Plan a Social Media Campaign that Delivers ROIThe Social Lights
The document discusses planning social media campaigns that deliver ROI. It provides examples of campaigns for Eyebobs eyewear and the Zombie Pub Crawl event. For both campaigns, it outlines goals, strategies used across social channels, creative assets, and results. It emphasizes starting early, tracking goals and objectives, using both tried and true and new tactics, and continually evaluating performance.
See what’s new, what’s hot, and what’s been improved across your favorite social platforms during Q3. Our latest Social Media Trends Report covers it all.
Find out what’s happening on social media and what it means for your business. The quarterly trend report from The Social Lights summarizes the major social media network updates and provides recommendations for how businesses can take advantage of the new opportunities.
Social Networks included in the Q2 Social Media Trends Report:
- Facebook
- Twitter
- Instagram
- Snapchat
- musical.ly
Want to stay informed about changes in social media? Check out The Social Lights’ blog: thesocial-lights.com/subscribe
This document summarizes major social media trends for 2016, including updates to Facebook, Twitter, Instagram, and Snapchat. Key points include Facebook launching ads in Messenger and new Canvas and video ad formats, Twitter adding GIFs and improving livestreaming with Periscope, Instagram allowing longer videos and switching to an algorithmic feed, and Snapchat enabling on-demand geofilters. The trends are aimed at helping businesses benefit from changes on each platform through more engaging content, personalized customer service, and new advertising opportunities.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
As 2023 proved, the next few years may be shaped by market volatility and artificial intelligence services such as OpenAI's ChatGPT and Perplexity.ai. Your brand will increasingly compete for attention with Google, Apple, OpenAI, and Amazon, and customers will expect a hyper-relevant and individualized experience from every business at any moment. New state-legislated data privacy laws and several FTC rules may challenge marketers to deliver contextually relevant customer experiences, much less reach unknown prospective buyers. Are you ready?Let's discuss the critical need for data governance and applied AI for your business rather than relying on public AI models. As AI permeates society and all industries, learn how to be future-ready, compliant, and confidentlyscaling growth.
Key Takeaways:
Primary Learning Objective
1: Grasp when artificial general intelligence (""AGI"") will arrive, and how your brand can navigate the consequences. Primary Learning Objective
2: Gain an accurate analysis of the continuously developing customer journey and business intelligence. Primary Learning Objective
3: Grow revenue at lower costs with more efficient marketing and business operations.
Mastering Dynamic Web Designing A Comprehensive Guide.pdfIbrandizer
Dynamic Web Designing involves creating interactive and adaptable web pages that respond to user input and change dynamically, enhancing user experience with real-time data, animations, and personalized content tailored to individual preferences.
In this humorous and data-heavy Master Class, join us in a joyous celebration of life honoring the long list of SEO tactics and concepts we lost this year. Remember fondly the beautiful time you shared with defunct ideas like link building, keyword cannibalization, search volume as a value indicator, and even our most cherished of friends: the funnel. Make peace with their loss as you embrace a new paradigm for organic content: Pillar-Based Marketing. Along the way, discover that the results that old SEO and all its trappings brought you weren’t really very good at all, actually.
In this respectful and life-affirming service—erm, session—join Ryan Brock (Chief Solution Officer at DemandJump and author of Pillar-Based Marketing: A Data-Driven Methodology for SEO and Content that Actually Works) and leave with:
• Clear and compelling evidence that most legacy SEO metrics and tactics have slim to no impact on SEO outcomes
• A major mindset shift that eliminates most of the metrics and tactics associated with SEO in favor of a single metric that defines and drives organic ranking success
• Practical, step-by-step methodology for choosing SEO pillar topics and publishing content quickly that ranks fast
In the face of the news of Google beginning to remove cookies from Chrome (30m users at the time of writing), there’s no longer time for marketers to throw their hands up and say “I didn’t know” or “They won’t go through with it”. Reality check - it has already begun - the time to take action is now. The good news is that there are solutions available and ready for adoption… but for many the race to catch up to the modern internet risks being a messy, confusing scramble to get back to "normal"
Unlock the secrets to enhancing your digital presence with our masterclass on mastering online visibility. Learn actionable strategies to boost your brand, optimize your social media, and leverage SEO. Transform your online footprint into a powerful tool for growth and engagement.
Key Takeaways:
1. Effective techniques to increase your brand's visibility across various online platforms.
2. Strategies for optimizing social media profiles and content to maximize reach and engagement.
3. Insights into leveraging SEO best practices to improve search engine rankings and drive organic traffic.
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Customer Experience is not only for B2C and big box brands. Embark on a transformative journey into the realm of B2B customer experience with our masterclass. In this dynamic session, we'll delve into the intricacies of designing and implementing seamless customer journeys that leave a lasting impression. Explore proven strategies and best practices tailored specifically for the B2B landscape, learning how to navigate complex decision-making processes and cultivate meaningful relationships with clients. From initial engagement to post-sale support, discover how to optimize every touchpoint to deliver exceptional experiences that drive loyalty and revenue growth. Join us and unlock the keys to unparalleled success in the B2B arena.
Key Takeaways:
1. Identify your customer journey and growth areas
2. Build a three-step customer experience strategy
3. Put your CX data to use and drive action in your organization
We will explore the transformative journey of American Bath Group as they transitioned from a traditional monolithic CMS to a dynamic, composable martech framework using Kontent.ai. Discover the strategic decisions, challenges, and key benefits realized through adopting a headless CMS approach. Learn how composable business models empower marketers with flexibility, speed, and integration capabilities, ultimately enhancing digital experiences and operational efficiency. This session is essential for marketers looking to understand the practical impacts and advantages of composable technology in today's digital landscape. Join us to gain valuable insights and actionable takeaways from a real-world implementation that redefines the boundaries of marketing technology.
Capstone Project: Luxury Handloom Saree Brand
As part of my college project, I applied my learning in brand strategy to create a comprehensive project for a luxury handloom saree brand. Key aspects of this project included:
- *Competitor Analysis:* Conducted in-depth competitor analysis to identify market position and differentiation opportunities.
- *Target Audience:* Defined and segmented the target audience to tailor brand messages effectively.
- *Brand Strategy:* Developed a detailed brand strategy to enhance market presence and appeal.
- *Brand Perception:* Analyzed and shaped the brand perception to align with luxury and heritage values.
- *Brand Ladder:* Created a brand ladder to outline the brand's core values, benefits, and attributes.
- *Brand Architecture:* Established a cohesive brand architecture to ensure consistency across all brand touchpoints.
This project helped me gain practical experience in brand strategy, from research and analysis to strategic planning and implementation.
We’ve entered a new era in digital. Search and AI are colliding, in more ways than one. And they all have major implications for marketers.
• SEOs now use AI to optimize content.
• Google now uses AI to generate answers.
• Users are skipping search completely. They can now use AI to get answers. So AI has changed everything …or maybe not. Our audience hasn’t changed. Their information needs haven’t changed. Their perception of quality hasn’t changed. In reality, the most important things haven’t changed at all. In this session, you’ll learn the impact of AI. And you’ll learn ways that AI can make us better at the classic challenges: getting discovered, connecting through content and staying top of mind with the people who matter most. We’ll use timely tools to rebuild timeless foundations. We’ll do better basics, but with the most advanced techniques. Andy will share a set of frameworks, prompts and techniques for better digital basics, using the latest tools of today. And in the end, Andy will consider - in a brief glimpse - what might be the biggest change of all, and how to expand your footprint in the new digital landscape.
Key Takeaways:
How to use AI to optimize your content
How to find topics that algorithms love
How to get AI to mention your content and your brand
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
From Hope to Despair The Top 10 Reasons Businesses Ditch SEO Tactics.pptxBoston SEO Services
From Hope to Despair: The Top 10 Reasons Businesses Ditch SEO Tactics
Are you tired of seeing your business's online visibility plummet from hope to despair? When it comes to SEO tactics, many businesses find themselves grappling with challenges that lead them to abandon their strategies altogether. In a digital landscape that's constantly evolving, staying on top of SEO best practices is crucial to maintaining a competitive edge.
In this blog, we delve deep into the top 10 reasons why businesses ditch SEO tactics, uncovering the pain points that may resonate with you:
1. Algorithm Changes: The ever-changing algorithms can leave businesses feeling like they're chasing a moving target. Search engines like Google frequently update their algorithms to improve user experience and provide more relevant search results. However, these updates can significantly impact your website's visibility and ranking if you're not prepared.
2. Lack of Results: Investing time and resources without seeing tangible results can be disheartening. The absence of immediate results often leads businesses to lose faith in their SEO strategies. It's important to remember that SEO is a long-term game that requires patience and consistent effort.
3. Technical Challenges: From site speed issues to complex metadata implementation, technical hurdles can be daunting. Overcoming these challenges is crucial for SEO success, as technical issues can hinder your website's performance and user experience.
4. Keyword Competition: Fierce competition for top keywords can make it hard to rank effectively. Businesses often struggle to find the right balance between targeting high-traffic keywords and finding less competitive, niche keywords that can still drive significant traffic.
5. Lack of Understanding of SEO Basics: Many businesses dive into the complex world of SEO without fully grasping the fundamental principles. This lack of understanding can lead to several issues:
Keyword Awareness: Failing to recognize the importance of keyword research and targeting the right keywords in content.
On-Page Optimization: Ignorance regarding crucial on-page elements such as meta tags, headers, and content structure.
Technical SEO Best Practices: Overlooking essential aspects like site speed, mobile responsiveness, and crawlability.
Backlinks: Not understanding the value of high-quality backlinks from reputable sources.
Analytics: Failing to track and analyze data prevents businesses from optimizing their SEO efforts effectively.
6. Unrealistic Expectations and Timeframe: Entrepreneurs often fall prey to the allure of quick fixes and overnight success. Unrealistic expectations can overshadow the reality of the time and effort needed to see tangible results in the highly competitive digital landscape. SEO is a long-term strategy, and setting realistic goals is crucial for success.
#SEO #DigitalMarketing #BusinessGrowth #OnlineVisibility #SEOChallenges #BostonSEO
2. A NOTE FROM
THE EDITOR
Hello!
We’re The Social Lights, and this spring, we’re bringing
clarity and creative solutions to a hotly contested topic:
social media engagement.
Whether you’re seeking a “magic” formula or hoping to
uncover the secrets of the most engaging brands on social,
we’ve curated the best resources right here.
Ready to outcompete? Carve out the next 15 minutes and
let this be your resource. We’ll bust some myths, talk
measurement in “just nerdy enough” fashion, and analyze
the best tactics from best-in-class brands.
MARTHA MCCARTHY KRUEGER
CO-FOUNDER + CEO
2
The Social Lights is an innovative social media agency that partners with leading consumer
companies to grow their audience and achieve their desired business results.
3. TABLE OF
CONTENTS
Understanding Genuine Engagement — Page 5
Looping Your Social Content — Page 8
Choosing the Right Formula — Page 10
Calculating Engagement Rates — Page 10
Learning From Best-In-Class Brands — Page 16
Untapped Opportunities — Page 23
3
5. DOES GENUINE ENGAGEMENT
EVEN EXIST ANYMORE?
Everyone loves an alibi: It’s the algorithm, it’s the platform,
it’s Gen Z. An alibi alleviates the need to challenge and
change one’s thinking, but it won’t lead to success.
Yes, genuine engagement still exists — It may not always
be easy, but it’s definitely possible.
5
6. UNDERSTANDING IT’S NOT
ORGANIC VS. PAID
It's no secret that organic reach for brand pages
has diminished significantly over the years prior
to the blunders, but Facebook has not changed
its mission as a social platform —
to engage users and keep them happy.
As marketers, we have the opportunity to help
brands build trust with these users.
Engagement isn't necessarily dead, but
platforms reward brands when content —
organic or paid — is highly relevant and keeps
users on the platform for a longer period of
time.
Most importantly, and what more brands need
to understand, is that the success of organic
content does not exist without the support of
paid and vice versa.
6
Amidst the recent Facebook chaos, users are
beginning to beeline to other platforms with
less advertisements, political arguments, and
security doubts.
In response, brands have shifted their channel
strategies to align with changing user
preferences. Some have already abandoned
Facebook all together (#DeleteFacebook).
With users overcome with trust issues, brands
are left asking: Is high engagement even
attainable if organic content and paid ads are
viewed with hesitation?
8. ORGANIC
OUR RECOMMENDATION:
—
Use organic content to test for free.
Organic content is your opportunity to
constantly experiment with new ideas
and formats to inform paid initiatives.
A/B testing is not just reserved for social
ads. Create unique links for tracking, and
you will be able to uncover new ways to
refine your paid targeting, assets, and
copy.
8
We know what you’re thinking. You’ve heard it before —
the success of your social content depends on how big
your budget is. But instead of focusing on obtaining a
bigger budget, mindful social marketers should focus on
how far they can stretch each social dollar.
To efficiently scale engagements, you need to understand
the differences between types of social content and how
to create a feedback loop between them.
TYPES OF SOCIAL CONTENT +
HOW TO LOOP THEM
PAID DARK
BY DEFINITION:
—
Content served to those following
your brand page, or to specific
audience segments outside of your
brand page, with paid boosting.
OUR RECOMMENDATION:
—
Use paid ads to amplify performance
and gain access to granular tracking
metrics that are not available
through organic content. Having
access to these additional metrics,
with the ability to view them
individually, allows you to identify
correlations between paid and
organic efforts. You will also be able
to accurately attribute wins between
the two, getting a more complete
picture of audience behavior and
sentiment.
BY DEFINITION:
—
Content posted on your brand
page without paid boosting.
BY DEFINITION:
—
Content that is shared outside of what
can be measured, such as instant
messaging, secure browsing, and
email.
OUR RECOMMENDATION:
—
Because dark content is shared in 1:1
conversations, think of it as digital
word-of-mouth coming from a
trusted source. Therefore, it tends to
drive more quality leads. Make it as
easy as possible for users to share
with the tap of a button, and use
dark social tools to track its source.
With insight into your most shared
content, you will know where to
allocate dollars for even greater
performance.
10. SO,
IS THERE A
MAGIC
FORMULA?
When it comes to measuring engagement, one
formula does not fit all. Determining the right
engagement rate for your brand will be based on
your campaign objective and the combination of
metrics that provide the most accurate depiction
of your post's performance.
Three types of engagement rates are detailed
below, along with benefits and drawbacks for
each.
Engagement Rate =
STANDARD ENGAGEMENT RATE
Standard Engagement Rate typically
considers Engagements / Impressions.
Because these stable metrics are readily
available through native analytics, it is a
consistent engagement rate across
platforms. A drawback is Impressions =
Reach x Frequency, so variable frequency
can be inconsistent.
PLATFORM ENGAGEMENT RATE
Platform Engagement Rates are directly
from the source and therefore vary
platform-to-platform. Most often, the
differences are in Base Volume, as some
platforms consider Impressions or Reach
while others consider follower size at the
time of post. Drawbacks include keeping
up with changes to Platform Engagement
Rates and lack of consistency between
platforms.
CUSTOM ENGAGEMENT RATE
If you want to include more metrics,
create your own, or weight them
differently, you can opt for a Custom
Engagement Rate. Choose stable metrics
and you have a formula comparable
between platforms, yet unique to your
brand. A drawback is not being able to
compare against industry benchmarks
and advertising indexes.
10
Engagement Volume
Base Volume
11. “
11
it’s awkward, it’s
obvious, and most often,
it’s a stretch.
When brands post social media
content that doesn’t resonate
with their audience,
Imagine going to a party and
joining a circle with the wrong
story, at the wrong time —
falling flat (and short
of laughter) would be a hit
to your brand…
12. JASMINE GRAPER
Senior Community Manager,
The Social Lights
“
12
Therefore, impressions and
reach are important but
engagement rate
paints the best picture of who is:
nodding along,
sharing with a friend,
double-tapping, and ultimately
becoming an advocate for your
message.
By measuring engagement rate
over time, you learn how to best
tell your story...
and get your audience to laugh.
13. STANDARD
ENGAGEMENT RATE FORMULAS
PLATFORM
ENGAGEMENT RATE FORMULAS
=
=
=
=
=
LIFETIME ENGAGED USERS (REACTIONS + COMMENTS + SHARES + CLICKS)
REACH
REACTIONS + COMMENTS + SHARES + CLICKS
IMPRESSIONS
RETWEETS + REPLIES + LIKES + CLICKS
IMPRESSIONS
LIKES + COMMENTS + SAVES
FOLLOWERS AT TIME OF POST
LIKES + COMMENTS + SAVES
IMPRESSIONS
RETWEETS + REPLIES + FOLLOWS + LIKES + CLICKS
IMPRESSIONS
REPINS + SAVES + CLOSE-UPS + CLICKS
IMPRESSIONS
LIKES + COMMENTS
VIEWS
NOT PROVIDED BY THE PLATFORM
Analyzing social content using Engagement Rate (ER) allows us to better understand which content
drives high-quality engagements. However, actions that are considered engagements and the way
engagement rate is calculated varies across platforms. Below, we provide our “Standard” ER calculation
formulas and compare them with platform-provided formulas. Note that calculating ER for competitive
assessment replaces “Impressions” with “Fans/Followers” based on available competitor metrics.
CALCULATING ENGAGEMENT RATES
=
LIKES + COMMENTS + SHARES + CLICKS
IMPRESSIONS
LIKES + COMMENTS + SHARES + CLICKS
IMPRESSIONS
REPINS + SAVES + CLOSE-UPS + CLICKS
IMPRESSIONS
13
*provided by Iconosquare, a third party tool
Engagement Rate
is a percentage,
so each equation
is multiplied by
100.
14. TYPE RATIONALE
EXAMPLE
FORMULA
WEIGHTED
ENGAGEMENT RATE
Analyzing content by weighting system allows brands to better
understand the depth of engagement:
Likes = Shows opinion
Clicks = Deeper engagement (sent to site)
Video Plays = Deeper engagement (more time spent)
Comments = Shows opinion and personalizes thought
Shares = Shows opinion, personalizes thought, and their friends see it
SHARES AS A PERCENTAGE
OF ENGAGEMENTS aka
“VIRALITY”
Brands that care about the organic reach earned from shares
use this formula to determine the content or content themes
that their audiences like to share with their friends. Facebook,
LinkedIn, and Twitter are platforms where this is most useful.
EPHEMERAL CONTENT
MEASUREMENT
For platforms where content is short-lived, completion rate is a
common metric, but you can also create formulas to dig deeper
into how followers engage with content before it disappears.
Content with more “tap backs” on Instagram Stories indicates a
higher level of interest from followers.
COKE JOURNEY, COKE’S ONLINE MAGAZINE, NEEDED AN
ENGAGEMENT METRIC THAT WENT BEYOND GOOGLE
ANALYTICS
Coke was tasked with attracting an average monthly audience of 1.2
million and keeping them engaged. So, they created their own metric to
capture engagement metrics and understand how and why content was
gaining organic views: Expressions of Interest (EOI). The formula weights
Social Reads and Social Shares above SEO and visits metrics.
TYPES OF CUSTOM
ENGAGEMENT RATES
=
=
=
LIKES + (CLICKS x 2) + (VIDEO PLAYS x
2) + (COMMENTS x 3) + (SHARES x 5)
IMPRESSIONS
SHARES
TOTAL ENGAGEMENTS
TAPS BACK ON IG STORY
IMPRESSIONS
COKE CREATES CUSTOM METRIC TO
MEASURE “EXPRESSIONS OF INTEREST”
CUSTOM ENGAGEMENT RATES IRL
14
THE POINT SYSTEM
SOCIAL READ 10
SOCIAL SHARES 5
SEO 1
THE FORMULA
EOI SCORE FOR A STORY ON
THE COKE JOURNEY SITE =
(Social Read x 10) + (Social Shares x 5) +
(SEO x 1) + Total Visits Rank
10
READ MORE
15. YOU CAN'T BE
THE BEST IF
YOU DON’T
LEARN FROM
THE BEST.
BRANDS DOING IT RIGHT
16. UMBC SCORES
POINTS ON
TWITTER
March Madness: 16-seed UMBC not only upset #1
ranked Virginia, they won the hearts (and retweets)
of the 100k+ new followers that they gained on
Twitter in a weekend from their engaging real-time
tweets.
Lesson: It pays to be bold. UMBC’s witty, playfully
confrontational tweets during the game were as
unexpected as a 16-seed beating a 1-seed, but
they worked.
BEST-IN-CLASS ORGANIC CONTENT
UMBC
16
16
17. NETFLIX CALLS
OUT THOSE WHO
BINGE
How do you promote a cheesy Christmas movie
without a huge budget? Netflix got millions of
impressions when they used in-house data to
promote A Christmas Prince. This success wasn’t
isolated. Netflix has had engaging tweets about
2018 Friends episodes, viewing habits, and
Halloween costumes.
Lesson: There’s a huge amount of power (and
engagement) to be found when you connect your
brand to the culture zeitgeist of the moment in a
way that’s natural, surprising, or relatable.
BEST-IN-CLASS ORGANIC CONTENT
NETFLIX
17
18. FITNESS ADS
THAT AREN’T A
STRETCH
Similar to beauty and skincare, fitness is an
industry that has the advantage of visual proof.
Sharing that visual proof on Instagram was what
elevated Kayla Itsines’ fitness brand into a $100
million dollar wellness empire. Although
regramming her clients before-and-after photos
has proven to be successful organically, Kayla opts
to give away free mini workouts via Instagram ads.
This way, the ad is more likely to get saved and
provides a digestible preview of the full workout in
her e-books and mobile app.
Lesson: Your ad will often be referenced, shared,
and have higher recall if it’s visually resourceful.
BEST-IN-CLASS PAID CONTENT
KAYLA ITSINES
18
19. BEST-IN-CLASS PAID CONTENT
PATAGONIA
CREATIVE WAYS
TO CAROUSEL
In Patagonia’s latest Carousel ads, they
leverage powerful imagery to sell products
or to take a stance. As a result, they have
garnered engagement on par with their
video ads. The Carousels show the product
being used “in the wild” and provide users
with quick views of the product without
having to be redirected. In user comments,
you can see that Patagonia purposely
retargets those who have already purchased
the product to increase reviews in the
comments. Some have even uploaded their
own product photos.
Patagonia has taken it to the next level by
using the Carousel unit to show
transparency, featuring individual workers
who are a part of their Fair Trade Program.
Lesson: Engage users quickly in the first and
second images of your Carousel. Give users
a reason to click back, whether to compare
product colors or to read an employee story.
19
20. BEST-IN-CLASS PAID CONTENT
GLOSSIER + BIRCHBOX
THE BEAUTY OF
DIVERSIFIED ADS
The concept of ‘one thing in X number of
ways’ is not new in the social food world,
but we are beginning to see beauty brands
leverage the content trend to show
diversity in ads. Glossier uses a video
carousel to show how a specific makeup
set would look on women of different
ethnicities. Birchbox takes the same
approach but opts for a video with a split-
screen thumbnail showing four final looks.
Lesson: Choose your thumbnails wisely
and consider showing them in a collage.
Auto-playing videos sometimes aren’t
quick enough to grab attention. Pick the
most interesting and understandable video
frame or upload a photo of your own.
20
21. BUBLY THROWS
FANS FOR A
LOOP
No matter how you pronounce it, GIFs are some of
the most engaging content out there. Not only do
users share them on public social media profiles,
but they’re used countless times in messaging
conversations between friends, family, and co-
workers. As Pepsi launched its new sparkling water,
Bubly, they leaned heavily on GIFs (both branded
and unbranded) to engage their target audience.
Using Giphy’s brand channel capability, Bubly’s 454
GIFs had 1 billion views less than a month after
launch.
Lesson: People naturally engage with content that
they find useful in the moment. Match your content
plan to the way users already use social with their
friends and reap the benefits.
BEST-IN-CLASS DARK CONTENT
BUBLY
21
23. 23
BRIDGING THE GAP
Engaging your fans and followers can be
simpler than it seems. Just remember to ask:
LET’S GET TO IT.
Every day, we deliver hundreds of
millions of organic and paid
impressions for our amazing clients.
The lessons compiled here only
scratch the surface. As long as there
are untapped opportunities, there
will always be a need for brands to
continue learning in order to
outcompete.
Does your social strategy include both
organic and paid content?
Have you determined the right formula for
calculating engagement rate?
Do you know how your audience engages
with your content?
24. UNTAPPED BRAND
OPPORTUNITIES
CREATE A FEEDBACK LOOP BETWEEN
ORGANIC, PAID, AND DARK SOCIAL
Use organic as a testing ground, paid metrics to
understand audience behaviors, and dark tracking to
identify what users really want their friends to see.
SPEND TIME ON KPIS BEFORE CHOOSING
AN ENGAGEMENT RATE FORMULA
To accurately measure and attribute social impact,
choose the metrics that ladder up to your desired
outcome and help achieve your business goals.
MATCH YOUR CONTENT TO THE WAY
YOUR AUDIENCE ALREADY USES SOCIAL
Users have been conditioned by platforms
differently. What’s familiar on one is not the same
on the other. Listen to your audience and discover
what is shareable on each platform.
LEVERAGE CULTURAL MOMENTS THAT
MAKE SENSE FOR YOUR BRAND
The easiest way to “beat” the algorithm is with
hyper relevancy. Find creative ways to naturally
align your brand with trends of the moment.
24
BE RESOURCEFUL TO BE REMEMBERED
Surprising and delighting your audience shouldn’t be
limited to organic content. Give free tips, hacks, and
how-to’s to provide a useful preview to your product
by amplifying your posts.
25. YOU’RE
WELCOME.
CONTRIBUTORS
Emily Pritchard
Martha McCarthy Krueger
Alli Kahle
Ben Nesvig
Gina Vo
Mollie Cook
Stephanie Steiner
CONTACT US
25
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