Tag: social media engagement

Social Marketing Campaigns: Engagement Matters More Than Publication

Posted on by admin

For some time now the social marketing campaigns of most brands have consisted of scheduling out loads of content through Buffer or another social management tool and letting it run. Kevan Lee, Director of Marketing at Buffer says your promotions, blog posts, and podcast episodes are undoubtedly filled with valuable insights, but a shift is taking place in the social media world that demands you modify your strategy. Users of social media – the very ones you’re trying to reach – are valuing the “social” part of social media more than the “media” part. In short: Engagement matters more than publication.

What does that mean for a brand? It means a new approach to social media is in order. To help us get our heads around what exactly that means, Drew recorded this conversation with Kevan and discussed the shifting social media landscape, how social marketing campaigns of the past must give way to genuine transparency and engagement, and how small to medium-sized businesses can do social right.

Sounds intriguing, don’t you think? Be sure you listen (click here to listen now.)

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What You’ll Learn

  • [0:30] Why hell hath no fury like a social detractor and why businesses need to use it effectively to listen, learn and engage.
  • [1:50] Kevan and the team at Buffer work in a fully remote team environment
  • [3:00] The reason Kevan believes writing is vital for marketers to learn
  • [4:26] The changes that have happened in the social media world: engagement matters more than publishing
  • [6:19] How the Buffer team markets Buffer through engagement: No ROI for social
  • [10:26] What does it mean to be “on brand” – the Buffer approach
  • [14:59] Brands that have been using social media effectively these days
  • [20:24] The biggest mistakes Kevan sees brands making on social
  • [24:33] Buffer’s transparency ethic and how it impacts their planning and engagement
  • [32:13] Kevan’s advice for medium-small businesses when it comes to social

Most social media activity is crap simply because brands feel they HAVE to schedule something to publish. Try on a new social marketing approach: Be active, be on brand, be engaged

As Drew and his guest, Kevan Lee, of Buffer spoke about current social media trends, Drew pointed out how much of what’s out there is the epitome of irrelevance. Most brands are guilty of adding to the noise instead of adding to the conversations already happening on social. Kevan responded by saying that a good social campaign these days involves being active (and he’s got an interesting definition of what that means), being “on brand,” and being engaged.  In this conversation, he shares clear explanations of how a small to medium sized company can pull off each of those 3 elements of effective social, so don’t miss this conversation.

If you don’t have something meaningful to say in a week’s time, your brand has bigger problems

The biggest part of being a brand that adds true value on social media is to only post things that are truly relevant and valuable. But because the “old way” of doing social marketing insisted that companies fill up their channels with content (relevant or not), many in the marketing department are scratching their heads about what it means to be truly meaningful. Kevan Lee, Director of Marketing at Buffer says if you don’t have something meaningful to say in a week’s time, your company has a bigger problem than you realize. Find out what he means by that statement and how he proposes companies adjust their social media strategy on this episode of Renegade Thinkers Unite.

Be among the 20% of brands who actually respond to mentions on social media

Engagement matters on social media, especially for companies. But Kevan Lee points out that only 20% of companies these days even respond when they are tagged or mentioned on social. It’s unthinkable when you realize that the person who tagged your company is likely a customer or prospect – the very people you’re looking to reach. So naturally, the most obvious thing you can do to increase the effectiveness of your social marketing is to be among the 20% of brands that monitor your social accounts and respond when you’re mentioned. Start a conversation, engage, solve problems. That’s the “social” part of social media, and it works.

Connect With Kevan

Resources & People Mentioned

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Being Bullish About Customer Engagement

Posted on by Drew Neisser

Jay Samit, CEO of SocialVibe, an innovative and rapidly growing digital advertising platform, will be speaking at next week’s Pivot Conference in New York City.  (By the way, last year’s conference was both inspiring and enlightening and was among the best of its kind.) Here’s my brief but informative interview with Jay who is particularly bullish about 2012 and his promise of consumer engagement.

DN: As 2011 winds down, are you thinking “good riddance” or “darn I’ll miss it?”
For SocialVibe, 2011 has been an amazing year. When the economy is tough, brand managers need to justify each and every ad dollar they spend. This has been the year for value-exchange engagements. Hundreds of brands have jumped on the bandwagon increasing our reach to over 600 million consumers per month.

DN: Can you boil down your Pivot presentation to one or two key insights?
Impressions are the least effective way to measure advertising. Measure consumer engagement. Value exchange advertising turns consumers into brand evangelists generating millions in earned media.

DN: Looking back at 2011, what new things did you try?
SocialVibe expanded our value-exchange engagement platform beyond Zynga in 2011, to encompass Facebook credits, premium content, and mobile. With a broader reach of over 150 million American consumers per month, we are now able to pair the product message with their exact audience. The result: millions of consumers opting in to spend over a minute with their favorite brand and sharing that message with dozens of friends online.

DN: Is the current economic uncertainty effecting your plans for 2012?
SocialVibe is expanding globally in 2012. The success of our London office has us now running social media advertising campaigns in dozens of countries in Europe, the Middle East, and Latin America. With a reach of over 660 million consumers, Japan and Asia are SocialVibe’s next area of expansion.

DN: Looking ahead to 2012, are there some emerging trends that you hope to capitalize upon?
Providing a rich media solutions for small and medium size businesses is a key growth area for SocialVibe. Today we reach hundreds of millions of consumers for the top 300 brands in the world. In 2012, we want to give smaller businesses access to this targeted, engaged audience of consumers.

DN: Are you particularly proud of something new that you tried or recommended in 2011?
Great topic for another story: SocialVibe is now providing our advertising solution to the Presidential Election of 2012. We have clients from both sides of the aisle. The amazing thing is that political ad campaigns generate results even better than brand campaigns because people love to talk politics.

DN: Finally, among the trends I’m tracking are complexity (for marketers) and data-overload (for consumers). How are you responding to these?
Consumers on the Internet are inundated with marketing messages and have learned to tune them out. The secret is to enter the conversation by finding the “pause moments’ when consumers can and will pay attention. SocialVibe has published over 100 case studies illustrating how brands in virtually any category can achieve great results.