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Local Facebook fans beat corporate fans 40 to 1

18 Jun

Local Facebook fans beat corporate fans 40 to 1

Local pages has in comparison to large corporate pages 8 times more engagement.

HearSayLocal har also released a report: The Power of Going Local: Comparing the Impact of Corporate vs. Local Facebook Pages

Switch region on Global Pages for Facebook coming soon

30 May

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Facebook might soon launch a new feature for Pages that will make it easier for brands to work with local presences on a global brand page and thus maintain brand consistency.

The feature also automatically switches the page based on your current geographical location (geo-targeting content). Currently it´s being tested but you can check it out exclusively on the Facebook Marketing Page.

Mindjumpers explains in a blog post in more detailed how this new feature would work

“Combining local presences on a global page enables brands to create a more consistent communication as well as reaching and interacting with as many fans as possible. At the same time, they can customise and geo-target specific messages to its local markets. With the new functionality, users can choose to switch region themselves. A person based in e.g. Germany might be interested in seeing content relevant to e.g. the British market. This isn’t possible with the present geo-targeting of status updates, but with the regional filters, people will be able to access any country-specific content, just by switching to the country in question in the drop-down menu.”

The global Page and all its local Pages should share the same number of Likes (Fans), only the People Talking About number should vary from Page to Page.

Questions that comes to my mind; when is this features rolling out and can regional pages be merged to a global brand page with regional presence?

Adobe white-paper “Going global in a social world” explores also brand consistency and identifies central and regional options for Facebook page structure and immediate advantages/disadvantages:

Centralized page structure (global page with regional content)

Advantages

  • Strong corporate control
  • Single page to tell your brand story
  • Geo-targeting capabilities for wall posts, ads, and applications
  • Centralized, easy-to-find location for customers to interact with your brand on Facebook
  • Centralized content distribution channel that reaches and connects all fans
  • Larger consolidated fan base

Disadvantages

  • Occasional language and cultural misunderstandings that can result from one global Facebook wall
  • Limited country-level engagement data, which might be necessary for many brands
  • ‘Challenges moderating multilingual, multinational fan comments
  • If regional resources do exist, granting them the access and control they want can be more challenging

Regional page structure (regional pages)

Advantages

  • Increased control and responsibility for local marketing resources and less responsibility for the corporate team (required degrees of corporate oversight can be maintained by controlling all pages through one social media management platform)
  • Simplified moderation and customer service responses
  • Robust country-level engagement data
  • Simplified content targeting for locally relevant brand messaging
  • Ability to publish corporate or globally relevant content to multiple pages at once through a social media management platform
  • Locally relevant cover photos for different regions or countries

Disadvantages

  • Fragmented fan base can make it harder to reach all fans with globally relevant messages
  • Distributed page structure may confuse fans and potentially dilute the brand story for regional pages
  • If fans “like” your primary English-language page rather than their regional page, they might miss some regionally relevant content

Other sources that have written about the new feature:

 

Examples of Social Business ROI – Customer Service

3 May

Peter Kim, from DachisGroup published in early 2012 a great blog post –  101 examples of Social Business ROI – and I stumbled on this while doing research for an internal presentation regarding social media and customer support and as the rules says; good content deserves good attention.

Some examples of Customer Service in Social Media are

  • AT&T. Community: 21,000 customer issues resolved, driving16% improvement in call deflections year/year. (Lithium Technologies, 2011)
  • Cisco. Community deflects 120,000 support cases each month. (Lithium Technologies, 2011)
  • Cerner. Community resulted in 13% fewer customer support issues logged. (Jive Software, 2011)
  • giffgaff. 100% of questions answered by community members in average time of 93 seconds. (Lithium Technologies, 2011)
  • HP. More than 4.6 people have told HP that the forum solved their support issues, which HP says makes customer happier and saves the company millions in support costs. (Forrester, 2010)
  • Mint. 75% reduction in number of support tickets via sCRM solution. (GetSatisfaction, unkn)
  • National Instruments. Community resulted in 46% of all support questions answered by peers instead of support. (Jive Software, 2011)
  • Orange. Listening: saved a few million euros in support costs and helped avoid several potential PR problems. (Forrester, 2010)
  • Rhapsody. 50% decrease in support costs and 53% decrease in weekly support contacts via sCRM solution. (GetSatisfaction, unkn)
  • Sage Software. Community drove a +20 NPS increase. (Lithium Technologies, 2011)
  • TurboTax. 71% likelihood of customers interacting with @TeamTurboTax (Twitter support) to recommend TurboTax. (CoTweet, 2010)

101 Examples of Social Business ROI from DachisGroup http://www.dachisgroup.com/2012/01/social-business-roi-examples/

Storytelling in Consumer Experience?

29 Apr

While reading on Information Structure as Storytelling I started to think on how storytelling can give life to elements such as perception, persuasion, behavior in Consumer Experience (CX).

As we already know, Consumer Experience (CX) is more than merely content, it involves terms as awareness, discovery, attraction, interaction, purchase, use, cultivation and advocacy.

Handbook on Brand and Experience Management (by Bernd H. Schmitt & David L. Rogers – available on Google Books) defines this as

“Consumer Experience is something beyond mere satisfaction, something beyond the constraints of ‘stimulus response’, something that somehow transcends our lives”

Consumer Experience (CX) also aims to lead to further experiences i.e. relationship and this is where storytelling can help, because people relate to stories, fire (read get excited i.e. WOW-feeling) at similar experiences and help to remember experiences.

Storytelling, in Consumer Experience methology, is not a substitute, but a complementary of reaching to consumers and creating a “wonderful consumer experience” by matching our selling process with how consumer approaches.

In order to use storytelling in Consumer Experience (CX), we need to understand the elements and structure of storytelling, “Aristotle’s Elements of Storytelling”. Character and Plot are the foundation and Theme is the core of Storytelling – Character gives personality and Plot is the Theme is the in what way of approaching.

Translated, the structure of storytelling we can used as in “Elliance Translation” to show how structure can be used in Information Architecture.

The interaction point, where user needs and business goals meet, is the story.

For the part 2 of this blog post I will conclude good examples storytelling in Consumer Experience

Sources

Top 3 Facebook tips for brands

28 Apr

ImageSpruce Media, a company that believes Facebook will change the future of advertising so it has created a platform to help advertisers thrive on Facebook ads.  shares best Facebook tips for brands, originally posted on Econsultancy

  1. Understand your fan base and who’s engaging. Are they the right demographic for your brand?
  2. Integrate pages and paid media. It’s important to integrate page posts into paid media/ ad strategy. They are the most effective ad unit that you can customize to your target audience.
  3. Understand your metrics of success. The metrics of success on Facebook are different. Now that Facebook has introduced “People talking about this” you can see how viral your message has become. It’s not about looking at click through rates or reach, it’s about engagement. Don’t think of it as advertising. Facebook is all about building relationships with your customers.

Read also about The New Preferred Marketing Developer Program by Facebook

Over the past three years, the Preferred Developer Consultant (PDC) program and Marketing API Program (MAP) have connected brands with developers to help them build apps on Facebook Platform, optimize social plugins, manage ad campaigns, and develop strategies for Facebook Pages. Today we’re announcing that these two programs will merge to become the new Preferred Marketing Developer (PMD) program. The goal of the PMD program is to bring developers to the right clients and make it possible for any brand or company to find consultants who can work with them to build comprehensive Facebook campaigns and presences.

Fan Pages are now Timeline – Checklist to boost fan engagement

30 Mar

If your brand page is not yet optimized to the new Timeline design, I want to share a checklist by WebTrends that can help to boost your fan engagement:

1. Upload a Cover Photo

The cover photo is a pretty prominent and eye-candy picture displaying on top of your Timeline Page. It can be up to 851px by 315px. Make sure to follow the cover photo policies from Facebook:

“Cover photos cannot include:
A. Price or purchase information, such as “40% off” or “Download it at our website”.
B. Contact information such as a website address, email, mailing address, or information that should go in your Page’s “About” section.
C. References to Facebook features or actions, such as “Like” or “Share” or an arrow pointing from the cover photo to any of these features.
D. Calls to action, such as “Get it now” or “Tell your friends”.
Covers must not be false, deceptive or misleading, and must not infringe on third parties’ intellectual property”

2. Pin your favorite Post each week

Hover over a story (any type of Facebook post: status update, photo, link, video…) and pin it so it displays directly on the top of your Page. Posts can stay pinned for up to seven days, so make sure to repeat the process every week with different featured posts.

You can also click on the Star icon of a story to make it spread on the full width of your Timeline.

3. Order your App icons

Photos, Likes, Events and Apps are now at the top of you Page, showing as App icons users can click on. You can customize the order of these App icons to display 4 as featured by default, and then users can browse through the additional ones, up to a maximum of 12 apps.

 

4. Apply your App thumbnail

With Timeline, the App thumbnail is no longer 75×75 pixels but displays as a 111x74px image on your top App icons.

You can adjust the size by going to ‘Manage’ from the admin panel and choose ‘Edit Page’ in the drop-down menu.at Under the ‘Apps’ section, click ‘Edit Settings’ for the specific app image you’d like to adjust.

5. Take advantage of the larger App width

The width of the new tabs is 810px by default, and Apps can either be set to 520px or 810px wide on a Page tab now. To take advantage of this full width, publish your App in the Webtrends Social platform using the Advanced Publish flow. Then, make sure to update your App Settings on Facebook by selecting the ‘Wide’ (810px) option in the Developer App (https://developers.facebook.com/apps) under ‘Edit App’.

If you have published your Apps with the Easy Publish flow, they will still be displayed with the narrow width of 520px (centered in the Page tab). We will soon update this to 810px wide and notify you prior to the change. Consequently, we encourage you to start updating your apps to the full 810px width now!

6. Manage your Page through the admin Panel

Use the admin panel to view Page Insights and keep track of new activity on your fanpage. Now Facebook users (whether they are your Page fans or not) can contact you privately using direct messages. Notifications about new messages will appear right in your Admin panel. Make sure to respond promptly to your users and keep the community management going!

Read the full tips with pictures at http://bit.ly/H823th

Here you can find inspiring examples of Facebook Timeline covers

28 Mar

What can Pinterest do for your business?

As the love child of Flickr and Etsy, Pinterest has steadily become the online guilty pleasure of many. From decorating ideas to mouthwatering recipes to future wedding planning (often formed before marriage has even been proposed), Pinterest has quickly proven its worth in the Social Media arena. However, finding ways to use the site professionally can be tricky.

These are a few of my favorite tips on how to get the most out of Pinterest for your business:

Make sure Pinterest is a match for you

Pinterest caters to web surfers interested in home décor, DIY projects, recipes, art and fashion. With that said, if you’re in the insurance business this may not be the tool for you. However, if you’re not directly involved with the arts, you can still find your footing in the Pinterest arena. Some things you can add to Pinterest on behalf of your business…

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