The Social Press - August 2014 by New Media Angels

THE SOCIAL PRESS August 2014

www.NewMediaAngels.com

THE SOCIAL PRESS VOLUME 02 | AUGUST 2014

Top Stories #DontWait Coors Light social campaign offers adventurous trips to consumers The Coors Light List is a socially driven campaign which pushes the new Coors Light #DontWait mantra which is based on the belief that ‘life is richer’ when you don’t wait. Consumers can register for as many experiences as they want, integrating with Facebook to choose which friends to take with them. The campaign will be supported by an outreach campaign via Coors Light’s Facebook and Twitter channels and online ﬁlm trailers. http://www.dotrising.com/2014/06/09/dontwait-coors-light-social-campaignoffers-adventurous-trips-to-consumers/

04 EDITOR 03 TOP STORIES 17 TOOL REVIEW 20 ANGELS ON THE LOOSE 21 CARTOON OF THE MONTH

GETTING PEOPLE TO ENTER

05 YOUR COMPETITIONS

Mobile ad spend soars 109% as video rises 65% during 2014 Mobile devices ad spend rose 109% in the ﬁrst quarter of 2014 compared to the same period last year, while video ad spend surged 65%, according to new research by Turn.

BY HANNAH

GETTING YOUR CLIENTS

http://www.dotrising.com/2014/06/09/mobile-ad-spend-soars-109-as-video-rises65-during-2014

07 TO FOLLOW YOU BY HANNAH

WHEN BUSINESS CONTACTS AND 08 CLIENTS BECOME FRIENDS BY CEMANTHE

GETTING CONTENT RIGHT ON

10 SOCIAL MEDIA BY CHARLOTTE

The ﬁndings, based on Turn’s Advertising Intelligence Index, also indicates that programmatic ad spend continues to grow, while real-time bidding is being used “far beyond” traditional display ad methods of trading. The report, which tracked more than 1.3 million real-time ad bids across the Turn platform, also revealed both display and social advertising budgets saw a 20% boost.

An interesting presentation on employee activism. Social activists. Environmental activists. Consumer activists. Activist shareholders. Today, there is no shortage of activists affecting business operations in some way. These stand-up-for-what-is-right campaigners may either be an employer’s best advocates or its worst opponents. In either case, they are change agents. http://www.webershandwick.com/uploads/news/ﬁles/employees-rising-seizingthe-opportunity-in-employee-activism.pdf

12 LOGOS BY CHARLOTTE 30 SIMPLE TIPS THAT CAN

15 SIGNIFICANTLY IMPROVE YOUR ONLINE MARKETING

BY DOMINICA

Cemanthe August 2014

New Media Angels

August 2014

A Note from the Editor

Thank you for all the positive feedback on last month’s new design! We’re aiming to make this more into a magazine of useful content and ideas, so it will get more content ﬁlled. If there is any other feedback, do let me know. This month I tell you about a new exciting diploma I’ve started and we share great content again around content, design and engagement. Hannah reviews an interesting tool for you to use between work and home, and some interesting graphics to look at. It’s summer time soon, so I’m sure you’ll be off on holidays! If you are, enjoy, if you’re having a staycation, I look forward to seeing you soon.

Cemanthe August 2014

New Media Angels

Getting people to enter your competitions You’ve come up with an awesome idea to get more people to engage with your brand – it’s a competition. You’ve decided the prize (and yes, that’s amazing!), as well as the time the entrants have and you even have the ideas for what they need to do in order to be put into the competition draw. But no-one is engaging...why? Competitions are all over the world of social media, it can even seem a little overwhelming to those of us who use it either for business, pleasure or both.

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New Media Angels

August 2014

Getting your clients to follow you You need to stand out and ensure your audience are up and ready for the engagement, and potentially the time it will take to enter if your competition requires it. The ﬁrst thing you need to start with is ensuring your audience is all “hyped” up about it. Sharing teasers well in advance of the competition can be a good start. For example, sharing tweets a month before your competition saying “We’re getting the bits together for our competition on X date, will you be entering?” or updating your Facebook cover image with countdowns to the competition with the how and what to do when it comes to competition time. Another important part is to get more people who are engaged to the correct proﬁle. You can use facebook ads, your own website and even ask ambassadors, team members and happy clients to share your competition too. You need to decide where the competition is going to be hosted and how your brand will manage entries. If you’re new to the competition world, I’d recommend using Facebook, as it can be easily monitored and you can respond quickly without missing anything.

Hannah August 2014

New Media Angels

If you’re more confident you could try a hashtag on Twitter, which you can follow and thank entrants for – however, remember people can misspell certain words so ensure you are monitoring for anyone who does this. Although you choose one profile for entrants to go to, this doesn’t mean you should forget the other profiles you use. You need to share it with all of your fans, so they know all about it. It’s a great way to get more followers on one profile, which is another bonus point. When it comes to the competition, remember to stick to your rules and thank all the entrants. You need to keep it fair and make sure anyone managing it knows the rules, end time and when the winner/s will be announced as this can be tricky if asked and unknown! Have fun with it, enjoy the ride and learn any changes for the next time round.

A great way to ensure more people are aware of your brand is to get them to follow you on your social media streams. There are several ways to get people to click the follow or like buttons, and you need to ensure you know which of them you wish to choose, as some take more input than others.

Once you have got a new client or a person who takes interest in your business, product or service, you can more actively share your online proﬁles, why? As they are already open and willing to engage with you. Awesome! But what will entice them to follow your brand online? A few ideas: Use your proﬁles to share exclusive offers – that only those following you will receive

Host competitions that are only available to people following your brand

Release products or services in advance of public release to those who are within your social proﬁles.

Why are these a good idea for getting your brand found more than before? Once you have a following, even of a few people, they will become more dedicated to your brand. They will then share the reasons to follow you with their friends and colleagues. For

example, if you share competitions that are exclusive to those who are following your Facebook profile, those who are entering will share how great it is and potentially share it with their contacts thus, getting you more potential followers. The reason I think it is so important to do this once someone has shown an interest or bought from you already, is that they are already interested, they are actively using your brand and will be more likely to be an engaged user. I still suggest you share your profiles publicly, and ensure people know the reasons for subscribing, following or liking your profiles, but it will be an even better result if you share these after a purchase too. You could have the profile links on your “thank you for buying” page or after someone has submitted an email through your contact page. Wherever you choose to share your profiles, they need to be seen, easy to follow and even easier to start to engage with. People do love ease of use and they love offers and reasons behind following even more! It doesn’t have to be a huge input from you, doing a monthly competition could be the most you get to, but think about your customers and what would excite them so much that they would A) engage and B) share your brand with their friends.

Hannah

New Media Angels

August 2014

08 than most.) Because the strangers on Facebook that I’ve mostly not even met in real life are considered friends. I have watched babies grow into adorable toddlers, had coffee and catchup with people I’d only been friends with for years on Facebook 4 years later, have seen engagements and weddings, and shared sadness when someone in the community passes away.

In May I saw the sad news that a former client and now friend, Keith, had ﬁnally lost his admirable ﬁght against cancer. I spent the afternoon and evening crying as if I’d lost a lifelong friend. Mostly, because I had. Even though we didn’t see each other that much, and weren’t close friends, we kept in touch via social media. And so a relationship of friendship grew out of nothing.

When business contacts and clients become friends. It may surprise you to know, but I consider all my clients friends too, not just walking invoices. Maybe not the friend I’d invite for a BBQ, although I have been known to invite clients to my birthday party, but certainly when I see my clients my heart sings and I care for them as much as for their business.

That’s the thing with social media and friending people who become friends because you’ve friended each other; you become friends. And their life matters to you as much as the real life friends you have. You get to see behind the scenes, even if what they show is limited, you still see and get to know the human side to people. We have a level of access that is unprecedented. The old days was like passing houses on a bus and trying to peer inside the open curtained windows. With social media, it’s like passing the house and being invited in for tea. I get asked (and judged) a lot why I am so open with my life on Facebook with complete strangers, and this comment always catches me by surprise. (I’d also like to point out that I’m not intimate on Facebook, there are elements to my life that I keep for ofﬂine, but on the scale of sharing, I’m probably more personal

And that’s because I’m human. I don’t see any value in closeting yourself away and trying to keep up appearances of a perfect life that everyone knows you dont have. We have imperfectly perfect lives, there to be shared, there to inspire, and there to show that some days are duvet days, and some days are sunshine days. You have a richer experience of relationships, and life in general, when you open up and share who you are. Even the ‘bad’ days and low moments. You’d be surprised how much people will rally around and support you. When I went through my devastating divorce; my facebook friends were my family, and some of my family still question why I post as I do...that’s why. And judging by the outpuring of grief and sadness in groups and on his timeline, Keith moved people with his journey. He told mostly everything about his journey on Facebook, and even showed the bad bits. Vulnerability is not a bad thing. Being vulnerable and reaching out to someone who is vulnerable is the start of a relationship. Even clients can become friends when you reach past the contract and income, and get to know the person. And even though Facebook has redeﬁned the word ‘friend’, how you interpret it is up to you. Friend the friends you have. You’d be surprised how alike we all are in our private lives.

Cemanthe August 2014

New Media Angels

August 2014

11 Text content for your Social Media platforms should be given the same care as any other marketing output. Get it right and you reap the beneﬁts. You will demonstrate that you are a professional organisation with a consistent style that demonstrates your brand values.

AREAS TO CONSIDER:

Planning and team communication: Planning your tweets or status updates in advance gives you time to craft your message carefully. Communicating with the whole team means that a product or service is promoted consistently by all.

PROOF READING:

Before you schedule, re-read and get a fresh pair of eyes to check over what you have written. Typos, poor spelling, dodgy grammar and even a misplaced apostrophe can be off-putting. It shows a brand that doesn’t place value on the ﬁnal ﬁnish - hardly the image you want to portray. And some people care really passionately about these things, and may hijack the discussion about your fabulous new service, not giving others a chance to chat about more important issues.

HOUSE STYLE:

Is is acceptable to use abbreviations? Is can’t ﬁne but l8r not? A house style gives a framework so that you can be consistent.

Getting content right on Social Media. August 2014

New Media Angels

BE ORIGINAL:

Retweeting and reposting allow you to demonstrate awarenes of current issues without the need to write a

whole blog post or website article on the matter. However, if you never write anything original, what value are you adding for people?

TALK ABOUT YOUR BUSINESS:

Customers don’t always know how businesses function behind the scenes, and Social Media can provide a window into your world. Post teaser images on Instagram to get a buzz around a new product range. If you provide business services to clients, perhaps they would be interested in shots of team meetings (No conﬁdential information visible, though!). Or a bit of chat about your stationery order.

TALK ABOUT YOUR PRODUCTS AND SERVICES:

Social Media gives you a platform to launch new products or services. Unlike other marketing, it doesn’t have to be a sales pitch. Think, look at our great new products, rather than a treatise on why your customers will be miserable until they buy them. Equally, if you have a promotion on, mention it on your social media platforms - let your loyal followers in on the secret.

TALK ABOUT YOURSELF:

Put some personal elements into your Social Media - check in to places when you are out and about, post Instagram images that just take your fancy, repin funny things that highlight your personality. I’m not suggesting you use your business account to moan about your husband or carry out a personal vendetta against your noisy neighbours, but let people get to know the people behind the brand. If you have a company Pinterest account, key staff could have their own board within that, allowing them to show some of their interests and passions in a very visual way.

Charlotte New Media Angels

August 2014

13 A PHOTO OF YOU.

Logos, profile pictures and cover images. Social Media platforms give you the option of a profile image, and often a cover/ header image too. Choose them carefully to demonstrate your brand values. When it comes to profile image, there are several options. Any can be done yourself, or contracted out. Remember to build in flexibility to cope with differing aspect ratios and permitted and required resolution.

For many small businesses, there is one key person fronting the business (sometimes the only person working in the business). Brand values and personal qualities are merged. Many businesses therefore use a photograph of this main person as their profile image. This engenders warm feelings, as people like to build relationships with people, rather than a faceless entity. However, it can make it more difficult for the founder to let go as the business expands, and may make the company seem smaller than it really is. If you are using a photograph of yourself, make it a good one. Dress as you would when meeting customers/ clients. Stand more or less face on, but angled to face the page. Facebook and Twitter display your wise words to the right of your profile image, you should be facing your words rather than turning your back on the audience. Update your image periodically. If you are wearing seasonal clothes, change them with the seasons – someone on my twitter feed confused me by persistently wearing a large wooly hat all through the summer.

YOUR LOGO

Your logo is part of your brand identity, and the image already exists. However, consider whether it is readable when it appears in a 1cm square like when I check Twitter on my phone. What worked well large and rectangular is now miniscule script that makes me squint or is cropped so that it no longer makes sense. If you are using a graphic designer to design your logo, get them to do a proﬁle image worthy version – for example the Guardian uses the g of their logo with the colours reversed to make it stronger. This works well for people familiar with the brand, but means little to those who don’t recognise it.

Using a logo very clearly identifies you, but it is more difficult to update, unless you are having a rebranding. An image that resonates Some companies use an image that chimes with their brand identity. For example Loop Knitting have a picture showing yarn and needles – items they sell in their shop. Coke cola have several accounts, featuring the iconic bottle shape, or the bottle top. Great if you have an iconic product, or to show a flavour of what the business is about – but is the brand name there so people know who you are as well as what you do? Cover images give you an opportunity to develop your brand story further to people who visit your individual profile – rather than just reading your output in their newsfeed.

SOME IDEAS MIGHT BE: •

Outtakes from photoshoots

•

An inspirational quote

•

Various high proﬁle products, perhaps dressed as lifestyle photo rather than product shots

•

Your logo through the years

•

Key moments for your business

•

Something seasonal/ topical

You can use one big image or a compilation. Make sure that the images fit the space given without cropping or becoming pixelated. Also, make sure that your inset profile image doesn’t obscure and important part of the cover image. Picmonkey allows you to build compliant cover images by dropping images into their free templates. You can update your cover regularly to keep it fresh and reflect what is happening in the world of your brand.

Charlotte August 2014

New Media Angels

August 2014

Quote of the Month

“Over the past 60 years, marketing has moved from being product-centric (Marketing 1.0) to being consumer-centric (Marketing 2.0). Today we see marketing as transforming once again in response to the new dynamics in the environment. We see companies expanding their focus from products to consumers to humankind issues. Marketing 3.0 is the stage when companies shift from consumer-centricity to human-centricity and where proFItability is balanced with corporate responsibility.”

30 Simple Tips That Can Signiﬁcantly Improve Your Online Marketing Part 1

Nowadays consumers rely more on the Web to ﬁnd and choose local businesses, online marketing has become a high priority on the list of things SMBs need to do. But that list is often long and takes a while to sort through. So, here’s a roundup of some of our online marketing tips. From search advertising best practices to social media tactics, these are tips that any small business owner can use to help consumers ﬁnd them online.

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- Phillip Kotler August 2014

New Media Angels

August 2014

Tips for Great Search Advertising:

Know the Text Ad Format All text ads aren’t created equal. Bing, Yahoo!, and Google all have slightly different text ad formats, so identify and follow the rules of each before running your search advertising campaign.

Optimize the URL in Your Search Ad Text ads feature a URL along with the title of your ad, so make sure it’s relevant to the product or service you are promoting and that it doesn’t conﬂict with the publisher’s requirements.

Include Target Keywords in Your Ad Use keywords in both your headline and text ad copy that match or are closely related to the keywords you bid in order to help your ad show up in search results for those terms.

Write a Strong Call to Action Tell consumers who see your text ad what action you want them to take, like getting a free estimate or downloading a coupon, so they are more willing to click through to your site.

Use a Call Tracking Number If you use a click-to-call extension in your ad, consider using a tracking number to identify the calls that come from your ads and to measure the results of your search advertising.

Dominica August 2014

Don’t Include Your Business Name in the Ad’s Headline Headlines have limited character space, so don’t waste it on your business name. You can include your business name in your optimized URL, and use your headline for more critical content.

New Media Angels

Use Title Case Capitalizing the ﬁrst letter of major words is a text ad best practice. Just don’t go crazy with all caps. (NEVER go crazy with all caps.) Include the Right Punctuation Using correct punctuation in a text ad is mandatory at the end of your ad, but it can also be used within the rest of your ad to ask a question or make a point.

Don’t Use Trademarked Terms (Unless You Own Them) This is just a no-no. You can bid on trademarked terms if they are relevant to your ad, but using terms you don’t own can go against the publisher’s requirements.

Don’t Use Unknown Abbreviations Nobody will know that “WFWAM” means “We Fix Windows and More.” There are many ways to include your message in your text ad without using abbreviations that only you can decipher.

Tool Review Logmein

LogMeIn lets you access your Mac or PC from your smartphone. It lets you remotely run almost any PC business app on your phone, too, like Salesforce, SAP, and Microsoft Ofﬁce. It also means you can log in from any other desktop computer or tablet, helping you take your important ﬁles anywhere. All versions of LogMeIn are comprised of two parts: a web-based interface that lets you monitor and remotely access the computer, and a desktop application that lets you access the computer on which it’s installed remotely. As with a standard Windows remote desktop session, the computer to which you’re connected is referred to as the host, and the system from which you’ve connected is the client. One of the problems LogMeIn has had to tackle is that of persuading users to move from its excellent free service to its retail LogMeIn Pro package. Both LogMeIn Free and LogMeIn Pro provide secure remote desktop access to the host system from any browser, with greater versatility than standard Windows RDP (Remote Desktop

Protocol) sessions. The free version also lets you chat with any user who might be at the host machine, reboot the system, turn it on if it’s switched off, and check for and install Windows updates. However, there are more functions within LogMeIn Pro. Additional features include a file manager that lets you copy files between your PC and the host machine, stream full quality audio and video to your local machine, print files from the host machine to the computer on which you’re working and drag and drop files from the host machine to your local desktop. The person working at the host machine can also invite others to share their desktop session, which is useful if they need help with a program they’re running, or share files on their computer directly with others, removing the need to use remote storage and syncing services. There’s even a free app that lets you access your host PC from an iOS device. Somewhat unfairly, Android users must pay £20 to buy the LogMeIn Ignition app.

Hannah New Media Angels

August 2014

“Hello, What do you do?” And other irrelevant networking questions on the path to ﬁnding out what you do. After a thought provoking session with my business coach, who challenges me on every level about every thought, and aims to squeeze me into every traditional business box so I can build my conviction in myself while I ﬁght my way out of the box, I now know what it is that we do as a company. And it’s not social media training. Even though it is. And it’s not websites. Or social media management. In fact, it’s not even design or video or social media. Because yes, we do those as ‘services’ in the traditional, expected, nicely packaged and boxed variety most companies offer. However, if I’m really honest with you, those are just the tangible outcomes of what it is that we actually do. And what we actually do is: Care about our Clients. Emotionally, mentally and practically. I really realised this when a former client died last week. I felt like I’d lost a friend as I wrote before, and many other people who knew him were surprised when I said that I cried

about losing him for the whole week afterwards (and even now the tears come thinking about it). And that’s truely because for us we don’t see clients or potential clients as walking invoices, myself and my team genuinely feel invested in their business as if we were one of the team, and as if they’re a friend friend. And if a client leaves, as they sometimes need to, they take part of us with them. Deﬁnitely a part of my heart. As the owner of the business, it’s partly my ‘job’ or the expectations that I will care about the clients’ needs, and it would be weird if I didn’t, but I realised this morning it goes to so much more than that. I emotionally care *for* my clients, not just ‘about’ them. Even former clients; I think about them, I look them up online, I send them things that may interest them, I’m happy if they’re successful even if it had nothing to do with me. And what I love about my team is their level of emotional investment in

our clients too. If they get something wrong, even if it’s technical and out of our control, they take it personally. We take it personally. So we offer social media and all of that, but, in the grand scheme of things, that’s all really completely irrelevant. That’s just what we do, but not who we are. And that’s why, at that level of care I have for the people who work with me, both as clients and team, I realised today in my meeting that we can limit ourselves to the amount of clients we work with. It doesn’t have to be everyone. I am now going to handpick more who we take to that next level. I am also going to push my mission forward of helping people to really understand social or the web, even if they’re not our clients, and to be the place people can come to if they’re not sure they’re getting enough from someone else or another company, and I can then best advise them.

Because at the end of the day, how much money you had or made, or could have made, is irrelevant to a life well lived. Like Steve Jobs said (paraphrased), there’s no value in being the richest corpse in the cemetery. The meaning of life is ‘people’. And I look at my former client and how many people he moved who have lost something at his passing. Yes, we still need to charge for a majority of our services, because unfortunately my landlord doesn’t take hugs as payment for rent, but our focus will be less on allowing the industry to squeeze us into a box of the services element of what we do and we’ll aim to be more on who we are. And who you are as the client. This is exciting.

Cemanthe August 2014

New Media Angels

August 2014

Cartoon of the Month

Angels on the Loose

This month has been a great one for the Angels, we’ve got a few new clients, attended networking events and client meetings and ﬁnally got our website near completion. Hannah and I also had a big strategy meeting for all clients and discussed what else we can do for you. I’ve

also started my Professional Diploma in Direct and Digital Marketing so that I can better aim to help our clients with their marketing. So far the ﬁrst few days have been exhausting and the assignment mind extending! I’m looking forward to getting it done, and acquiring that diploma, so that we have a better understanding of the way marketing works on a more traditional level.

August 2014

New Media Angels

August 2014

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