I like to say that in social, we have the ability to "fail and fail fast." That's a gift. Never before have we been able to do that, pick ourselves up and keep it moving until we find success without having wasted tones of money, time and effort.
Yes, there's so much intensity in the instantaneous nature of social. And so much ability to move forward with things that work and go back to the drawing board when things don't.
I SO agree, Angela. And failing fast is so much better than waiting until the end of quarter to assess a campaign. Remember those days?
How much should you tailor your message to the platform you're promoting on? Obviously Twitter has a character limit, Pinterest is image focused, etc, but what else should people know?
Channels are also about tone and style, as well as format. For ex: LinkedIn is professional – people prefer reports, analysis, use cases
Twitter is conversational and more casual short form
Blog posts are more personal and casual than brand content on your website (unless you are a “fun” brand)
Thought leadership must be supported by evidence and expertise, not based solely on supposition.
Hugely important because this plays to knowing your audience. Twitter - short and even cynical can be so effective. Facebook - the ability to engage. Instagram - let your pictures speak volumes. Pinterest - so visual, but it needs to seem more on the 'helpful' side than marketing side in my opinion. And then use of hashtags - which have the ability to be #brilliant or #brainless.
Isn’t it always better to do a few things very well than to suck at everything? People want a formula. Well, I’m sorry - The formula is - get to know your audience and how to communicate with them based on where they are. I hate to sound like a broken record. Focus on doing the thing you’re doing well!
Absolutely true - it's shiny object syndrome. Marketers want to try everything and think they need to be everywhere, but doing a mediocre job across channels because you've spread yourself too thin is not the answer to building audience.
To that end, there have been some stories of late about people abandoning their Facebook pages, is that worth considering or are the risks too big?
All of the mentions about tone are spot on. Each platform requires a different kind of communication style, but that has to be in line with the brand voice.
The question that answers this is, Where are your buyers hanging out? If buyers aren’t there, you’re wasting precious resources.
Leave Facebook?!?! Never. ;) Not worth the risk in my opinion.
Depends on what you're selling for Facebook. Most of my work is B2B and there are better platforms for building audience, in my opinion.
How can companies insert the thing they're selling into the conversation without being blunt about it? When crafting these efforts, who should content marketing teams be talking to within their organizations?
Talk about what the "thing" enables for your customers. What's the value? Talk to salespeople and customers to get this right. Don't rely on assumptions - you are not the audience, so what you think doesn't really count...
People will remember how you made them feel. I would attach sentiment to your brand whenever possible instead of outright encouraging product. Of course, lots of exceptions.
Like that. Emotion is a big deal - no matter who your audience is.
What's the best way to ensure the message is resonating? Apart from lead-generation, what are your favorite metrics and why? Alternately, what are some metrics that are overlooked or oversold?
I think organic reach is important. Just looking at how well a post performs with no help at all can speak to its authenticity with readers/users.
Are people really reading your content or just skimming and leaving? Are they sharing it with their networks, posting comments or questions? What are they doing after they engage with it. That is really key to knowing how well content resonates.
Quantity in all its forms is oversold. Quality must take the lead, in my opinion.
ScribbleLive's advanced metrics provide deep and valuable insights into your audience and their needs. To find out how, fill out the form to the right.
My favorite metric is Revenue :) But from a marketing perspective, I think sales qualified leads are much more important than just a lead. In a recent study, 50% of marketers asked said a form completion is a lead. Makes me a bit crazy!
Metrics I like are: Time spent, Return visits, Brand Mentions and
Comments. Comments take time and people don’t have a lot of it. If they give you any time, appreciate it and see it as a gift. Shares are huge as well. Talk about an endorsement.
Money talks. My favorite metric is revenue. I love that. Most certainly the end goal.
Who do you admire in terms of striking the right balance between selling and engagement? What separates them from the pack? What lessons can we draw from those companies?
This will sound funny coming from a B2B marketer, but I love the Budweiser Super Bowl commercials. The Budweiser Puppy was the standout commercial last year. I can't remember who did it but an analysis showed the reason was that it had story structure. Beginning, middle and end. People love stories.
Another company that does a great job is GoPro - they curate videos from their customers and showcase them on their website. What a way to build engagement by letting their customers tell the story of their brand.
For a B2B example, Schneider Electric found out it's customers were buying the wrong products for what they needed, so they created a "university" to teach them. Their goal was to eliminate returns, but their customers love it.
I would love to hear from the audience if there are marketers that resonate with them lately.
Get to know your audiences – develop personas
Build stories that engage over the longer term, not just one-offs
Talk about what your audience cares about – what your products enable – not the products themselves
Thanks very much to everyone who joined us today, especially the excellent panel. In closing, what central lesson or lessons would you like people to leave with today?
That community management requires serious skills. Patience is one of them. You also have to enjoy the work. It’s not just posting a few things and leaving. And it’s more than just Facebook and Twitter.
Thanks Everyone - Great chat!
Listen to your audience. If they're giving feedback, consider it valuable. Use the tools you choose to analyze the info but then do something actionable with it. Big thanks to Scribble Live on behalf of SocialNewsDesk for inviting me today! Fun chat. :)