Social Media Listening and Social Media Marketing

Marketers can garner a ton of data from social media listening — some people would argue it’s even too much! It can be daunting to try to sift through the noise, but with a little bit of calculated research, doing efficient social media listening can help marketers better understand brands, customers and the relationship between the two.

The biggest thing about social media listening is that it takes time. However, taking a few weeks to conduct a proper social media brand analysis is ultimately much cheaper than spending a significant amount of cash to conduct a focus group. This type of social media research also takes money, granted you’re working with large brands and need to use powerful social media listening tools such as those from Sysomos and Radian6. But, if you don’t want to pay for such tools, there are a variety of methods to help learn about users and how they interact and engage with social media content. The team at our Orlando marketing agency thinks you should try the following:

SET A GOAL

The most important and often overlooked aspect of social media listening is to determine a goal. “Get more Facebook likes” is not a goal; if that’s all you really wanted, there are plenty of places to buy them on the Internet. What would likely be a better goal for that brand would be to get more engagement, which for them would hopefully create more site traffic and ultimately more sales. The more specific this goal, the better the results of your social media listening survey will be.

RESEARCH THE BRAND

When conducting social media listening, a great place to start is by researching the brand through other sources. Checking Wikipedia, conducting informal research about the brand and closely reviewing the website helps understand the consistent viewpoints, and the dichotomy between the ways the brand describes itself, and what others say about the brand. If the brand has a brick-and-mortar location, visit it in person.

START WITH FACEBOOK

Then comes the fun part. Start by checking the brand’s Facebook page, and specifically, clicking on the box that says “likes,” which will take you to another page that will show you the brand’s activities in terms of mentions and new likes. It’ll also tell you which week was the brand’s most popular week, so you can look to that to see the kind of content that gets the best result. Also, if people are sharing photos and fan curated content, this might offer some insight into the types of marketing promotions you can run in the future.

CHECK TWITTER

Then, check Twitter to find out what types of things people are tweeting at the brand, and how the brand is responding. Take note of any patterns or canned responses for complaints, as this can be an area for improvement in social media strategy. Many times, brands are more active on Facebook, but have much stronger followings on Twitter, which can be a valuable insight in learning how to better leverage Twitter.

REVIEW OTHER SOCIAL CHANNELS

Finally, start looking to other social media networks: Instagram, Pinterest, tumblr, and anything else that might offer some insight into how people are interacting with the brand. In a recent review, I found that one of my clients had a significant Instagram following, yet did very little to engage with them. I also found that another brand had a massive and engaged following on Pinterest, yet was doing little to leverage this in terms of campaigns, and encouraged them to experiment with ways to grow their following.

CREATE A CAMPAIGN

Once you have the baseline information, the next step is to take behaviors you’re already seeing and to leverage them in order to create a campaign or strategy. An active Instagram fan base might inspire a photo competition, while a heightened Pinterest strategy might lead to more of an interest in aspirational brand photography than previously used. But remember to keep your eyes set on the goal, as your strategy may differ if the goal is to increase site visitors than it would be to try to get more people to visit a stores’ physical location.

In any case, social media can be a valuable tool in helping you understand your brand. For more ways to use social media listening to learn more about your business, contact our uber-talented team today!

Why Digital Video is Such a Good Idea for Your Brand

Whenever I discuss video production with small and medium brands, I often hear a lot of reasons why it’s not a great idea. “It’s too expensive,” clients tell me. Or, I’ll hear, “What happens if it doesn’t go viral?”
Well, more often than not, video can be a great idea for your brand, and with all the digital video production equipment out there, it doesn’t have to be expensive. Of course, there’s going to be a difference in quality between a Superbowl Ad and a short Vine that you post on Twitter, but if you’re creative enough — and I’m sure you are — there are fun and interesting ways to create engaging video content with just a laptop or cell phone camera and a good idea.

Of course, anytime you make a video, there’s the urge to hope it goes viral. Fortunately, even if it doesn’t, the video content can still do a lot of good for your brand.[quote]If you create videos that tell great stories about what you’re doing, to be seen only by your social media followers, you can instill goodwill in your most loyal brand advocates.[/quote] Many would argue that’s much more important than having your video seen by a thousand people in Europe who have no interest in purchasing your product or service. In any case, if vitality is your goal, you can enlist the help of companies like Unruly Media to help seed your content for viral sharing.

There are numerous other great reasons to create digital video content for your brand. Here are some of my favorites, from our Florida marketing agency to you.

1. People are visual beings

A visual image will attract more attention than text alone.

2. Google gives preference to video content

Notice when you do a Google search, you’ll often see a designated area for videos related to your search, even if you were only looking for a website or article. This is because Google gives preference to video content. Such content doesn’t have to necessarily be hosted on YouTube (which is owned by Google), though it helps.

3. Video sharing on Facebook outperforms other types of content in 5 out of 6 industries

In a study of 42 brands over 7 consumer categories, video was the most commonly shared type of content for 34 of the brands.

4. Video sharing is becoming more popular as internet and mobile speeds increase around the world

These days, many people do not even own cable due to the abundance of content they can find online for free on YouTube channels, as well as sites like Hulu. Some YouTube channels have millions of subscribers, showing that people can build up a loyal following with their web-based video content.

5. It’s only going to continue to get bigger

Cisco reports that by 2017, video will account for 69% of all digital content. Why not get in now, before it’s too late to keep up?

If you’re not investing in digital video content, it may be time to start. Contact our Orlando ad agency for a consultation, to find out how we can set up a digital video content strategy for your brand.

Branding Strategy Tips That Make an Awesome Impression

If you have any sort of introverted qualities, you probably understand that it can take quite a bit of work to muster up the courage and energy to take that first meeting or introduce yourself to someone new. According to the team at our Florida advertising agency, the first impression you make on a person is the first impression they will carry with them for the rest of their lives. So, if you want to make it anywhere in the business world, that first impression has to be a good one.
Luckily, I’ve learned to beat that introversion, and you can too. All it takes is a little bit of practice and as much confidence as you can muster, using a few of our recommended branding strategy tips that make an awesome impression:

Tip 1: Address Your Appearance

You might be the best tech entrepreneur in the world, but no one is going to know that if you don’t look the part. Get a haircut, trim that beard and wear your nicest jacket if you want to leave a strong impression. While there are exceptions to this rule (think of Mark Zuckerburg and his infamous hoodie), wait until you’re already at that level until you decide you can start dressing down. Looking like a million bucks will also help you feel like a million bucks, so don’t be afraid to splurge just a little in the name of good style.

Tip 2: Stand Up Straight

Years of sitting in front of a computer may have left you with an awkward slouch. Make a conscious effort to stand up straight. Doing this will not only make you look more confident, but will psychologically make you feel more confident as well. Along the same lines, be conscious of your actions and try to avoid fidgeting, as this comes across as anxious and excitable.

Tip 3: Get a Good Night’s Sleep

You ever have any of those days where you’re sitting in a meeting and you started dozing off because you’d been working until 2 a.m. the night before? In our culture, we’re taught to value hard work, but that doesn’t mean you can’t sleep and can expect to get through the day on coffee and M&Ms. Getting a good night’s sleep will give you a clear head, which will keep you bright eyed for your important meeting with the person who might just hold the key to your future.

Tip 4: Smile and Make Eye Contact

Smiling is another one of those psychological tricks a person can pull to make himself or herself and those around him or her feel better.[quote]Even if you have to force it at first, the act of a smile can help trick the mind into establishing feeling of happiness.[/quote] Also, making eye contact establishes rapport, and excellent rapport is ultimately the key to leaving a great first impression.

Tip 5: To Leave a Lasting Impression, Always Follow Up

This is by far the easiest thing a person can do. You had a great meeting, so within less than 24-hours, make sure you’re still on the person’s radar by shooting a quick note to thank the person for their time. It’s as easy as pie, right? But you’d be surprised how many people neglect to take this vital step.

For more ideas on how to impress those around you, contact us today to be wow’d!

4 Tips for Understanding Social Media Marketing ROI

It’s not easy to determine a dollar-for-dollar return on investment for social media. The good news, though, is that a company needn’t find itself buried in this task: there are numerous ways to track whether social media marketing ROI investments are paying off in big ways.

Recently, a marketing consultant told me how when she first came on board with a new client, a large corporation, the CEO told her repeatedly that they should cut their social media because he couldn’t see a return on investment. So, she suggested they run a test that involved taking social media away for a period of a few weeks. Perhaps surprisingly, sales dropped throughout the course of the test.[quote]Circumstantial evidence led the marketers to deduce that the social media activities were, in fact, driving at least some sales.[/quote]

Luckily, brands are coming up with more effective ways to measure social media ROI. It begins with looking at analytic data, and using that to determine how that relates to financial data. Our Orlando ad agency has a few tips that may help you in determining social media ROI for your business.

Tip One: Think Carefully About What You’re Measuring

It’s nearly impossible to measure direct sales from social media engagement, just because someone saw or “favorited” your company’s tweet, it doesn’t necessarily mean that alone is what drove them to a conversion.

However, most sites have built-in analytic dashboards that allow their users to see which links are leading to hits for your site. (If you aren’t already collecting data through Google Analytics, sign up for a free account today). If you have evidence that someone clicked through an ad and landed on your site, it’s effectively telling that you that it was good for that, and if they’re not converting, there may be some other reason for it.

 Tip Two: Think About the Quality of the Interaction Itself

It’s great when someone retweets your post, but it also makes a difference if the person sharing your content has one follower, or one million. In this way, companies can think more about the reach of a certain post than simply about the interaction itself. People with many followers often act as influencers not only online but in the real world, so social media managers can tap into influencer activities by having continuous conversations with these fans. Influencers can help companies build sales over time, so look at the investment the company is putting into engaging with fans and monitor whether sales increase over time.

Tip Three: Consider the Benefits of Social Media Beyond Marketing

While Twitter is a great place for people to share their thoughts and comment on things they find interesting, it’s also a great way for them to reach businesses directly through their social media accounts. Many people report that their problems are answered more quickly when tweeted than when they try to call on the phone, and as such marketers should be prepared accordingly. As such, take into account how much money your company is saving through using social media as a customer service alternative.

Tip Four: When You’re Not Seeing a Return, Reassess Your Strategy

When it seems to your marketing team that your social media isn’t offering a significant return on investment, it’s time to address your strategy. If your company sells a product that’s visually appealing, like gourmet food or luxury clothing, make sure you’re posting images on Pinterest that click through directly to your site. If you’re an author trying to market a book, consider doing a live chat with your fans about subjects related to the book, which can be informative and interesting and, in some cases, can even become a trending topic on Twitter.

For more ideas about how to successfully generate social media marketing ROI from creative social media efforts, contact our Orlando marketing agency for a free consultation.

Why Your Brand Should Consider Using App Development

It’s a new year, and people around the country are working hard to keep their resolutions. Be it trying to smile more, have more fun or save money for that big vacation, resolutions are typically admirable goals that, if reached, can grant more positivity and joy to a person’s life.
At our advertising agency, we think one of the most awesome things about living in a world of smartphones and digital technology is that there are tons of apps to help us reach our goals. These are apps that help us manage our budgets, our fitness goals and our work-life balance.

The great thing about the digital economy is that marketers are able to use app development to find creative ways to tap into these tools to help integrate digital products with their marketing strategies. When brands pick up on a need for their audiences, they can effectively develop apps to help provide a service while also marketing their own brand.

Take, for instance, Mint, which is a great tool for helping budget and save. Because it is able to provide a useful service to users, it can also strengthen its brand by partnering with major banks to help provide recommendations and advertising. Anyone resolving to save money in 2014 can use Mint to help plan for the future, and can also get tips on personalized banking options and experiences.

Those who’ve resolved to lose weight this year can use help from a number of apps, but none is as highly regarded as the Nike Fuel Band app and it’s partner device. Nike, a company once known only for its shoes, spent significant time and money on research and development to become a lifestyle brand. In doing so, it created a device that acts as a pedometer that syncs with a smart phone app, allowing people to easily monitor their progress and share with friends. This innovative technology goes far beyond what a shoe company has to offer, but at the end of the day, more people working out also equals more shoes sold by Nike. Plus, that doesn’t include the massive amounts of data Nike is capturing about its users. This is why Nike will remain a leader in the athletics and fitness space for a long time.

[quote] Want to check out a success story in the mobile app market? BIGEYE teamed up with The Daily Mom to develop a unique and sophisticated app that reached the Top 25 Downloads Position on iTunes. [/quote]

Finally, there are numerous apps that help people with education. For instance, language companies like Rosetta Stone compliment their foreign language programs with immersive apps. In doing so, they not only provide a service to their users, but are also accessible to beginners who might be interested in partaking in the full program at a later date, but for the moment simply need to learn where to find the bathroom.

Take a tip from our brand marketing agency: Marketers should look to this these inspirational ideas for app utility to figure out what kinds of apps might help their users and their audiences. Doing so not only acts as great marketing, but also helps provide a service to users. In turn, those new products can help the brand grow into something bigger than itself.

In search of a little more expert advice to strategize app development for your brand? Contact us today to schedule a consultation!

Six Ways You Should Revamp Your Personal Brand in 2014

Here at BIGEYE’s Florida ad agency, we spend a lot of time working with brands to help them define their voice and vision. We strategize every day, with the goal of implementing ideas and technologies that help connect brands with their audiences. But as the year begins, we think it’s important to remind our readers that there’s one brand that also takes time to cultivate and grow: your personal brand.

As we resolve to improve ourselves in 2014, it will make sense for many of us to reevaluate our personal brand: the message we put out there in the world about ourselves. Every day, through each of our interactions, we tell stories of who we are as people, and through these interactions, our audiences – everyone from family members to casual acquaintances – decide how and why they should want to work with us.

Here are a few tips to help you revamp and grow your personal brand in 2014:

1. Do a Brand Brief – For Yourself

BIGEYE consistently develops brand briefs for our clients, but did you know that you can also use this idea to help brand yourself? Doing a brand brief for yourself helps you to think critically about your own vision and mission: who you are, what you represent and what that means as part of the bigger picture.

2. Get Social

People who aren’t using social media are at a distinct disadvantage behind competitors. Social media offers an easy way to stay connected with people, and to share content that friends, business associates and acquaintances may find interesting. People who don’t feel comfortable posting personal information online can use social media in a purely professional context. Those considering taking that route might start with LinkedIn, which also allows users to connect through networking groups and by sharing interesting content.

3. Create Cohesion Across Channels

This is a simple marketing idea that also applies to individuals.[quote]People recognize brands because they recognize the brand voice and imagery, be it logos or other elements of design.[/quote] By making sure your personal letterhead matches your email signature and Twitter handle, you’re effectively branding yourself across channels in much the way a big brand like Nike or Pepsi does on a continuous basis.

4. Keep In Contact

The major reason brands send promotional emails at regular intervals is because they are extremely effective in helping them to retain customers. Therefore, sending out a monthly email newsletter with updates about various projects may help keep your personal brand in the forefront of peoples’ minds. However, if the newsletter email route doesn’t seem to work for you, try instead setting aside time each week to send out personal emails to old friends and colleagues.

5. Make Time For Others

With only so much time in the day, it can be compelling to spend more time working and less time meeting in person for lunch or coffee. However, taking the time to meet with old colleagues and acquaintances is a great way to keep up the networking mojo – and consequently, to help improve your brand.

6. Improve Your Business Mind

Investing some time and money into career improvement is a great way to help strengthen your personal brand. Taking online or in-person courses through companies like Coursera, Skillshare and General Assembly is an excellent way to help improve your personal brand.

With these personal branding tips, you can be sure that 2014 will be your best career year yet.