A community manager is a special breed, and often times it’s challenging to find the right fit for your community. Placing your brand into the hands of a CM requires trust and a keen understanding of what it takes to bring your fans to life. Luckily, we’ve identified the top ten signs that you’ve found the chosen one.
SMART Goals = Specific, Measurable, Attainable, Relevant, and Time-Bound.
It can be challenging to put a strategy in place regarding how to address that latest influx of messages. A truly great CM knows who to talk to first, and how to engage them in the most successful way. It’s important to know who your Influencers and Super fans are so you can gain the most value for your time.
By listening to conversations, you can gain valuable insight on what the community is actually wanting in terms of content, engagement and even functionality. Remember, you’re guiding the herd… not pulling them along; this means you need to know where they’d like to go.
The social space moves quickly and never sleeps. A prepared CM knows what they’re publishing 3 months from now, but also has a sixth sense in knowing what to do if the community’s direction changes over night.
A community manager should really feel like another member of the community, just with more responsibility than others. The ability to guide a community is easiest when they view you as a community leader.
You should be up to speed with current events, happenings, sentiment, and anything else that could affect the way your community members interact. Timing your posts and content around these insights will drive viral reach, aid in customer service efforts, and even assist in handling the occasional crisis.
Determine what, how and when to share or whether to share at all. Having good judgment and a levelheaded attitude is what will save a brand's reputation in a time of crisis… and your job. It's important to respond quickly to things, however, it's probably more important to give yourself time to think through how something sounds before you hit send.
While a community of young adults might appreciate short and sarcastic quips about relevant world events, a community of baby boomers might want something completely different. A good CM is able to adapt the personality of its members in a heartbeat and continues undetected.
Multitasking, prioritizing and picking your battles wisely will keep 'em high up in the air! Take risks, experiment, push the envelope, and learn from it quickly.
It can be challenging to be the person responsible for excitement and creativity day after day. Those who master this always have the next idea ready to go. Having a deep pocket of ideas helps to foster creativity and makes you look like a genius in front of the client!Want to learn more about Community Management? Feel free to reach out to Cheristy at cheristy@socialtyze.com
In social, ads don’t look a lot like ads. In fact, the lines between earned and paid media are becoming more and more blurred as the ad units evolve. When Facebook launched Promoted Posts roughly a year ago, it was the next natural step for the platform to become increasingly discerning about what their consumers get to see. Marketers need to become more strategic when incorporating their brand into the newsfeed by making it more seamless between the brands you’ve liked and the products that advertisers want you to like.Over the last few months, Socialtyze has been growing our data set on this particular ad unit, and have compiled our observations into the following playbook. Here are our 6 simple rules to help you achieve the best possible CTR on your next movie campaign.
Photos proved to be 166% more efficient at creating clicks than videos in campaigns that used both media types.
Nothing is more important in your success than the photo that is paired with your ad. Photos were 2X better at predicting an ad’s result than copy.While there was a negligible difference between having one or two people in the photo, adding text to the photo proved to be disastrous. Photos with one person and no text performed 15% better than those with 1 character and text. Photos of 2 or more people with text saw a 32% drop off compared to those with no text.
Promoted posts that used quotes from a movie performed 47% better than the campaign average and was the top performing post type overall.
Ads that had a clear tune-in or focused on tickets ranked 3rd out of 8 possible post types and was 10% more efficient than our total baseline.
Posting your own review in an ad can stop a customer dead in their tracks. Ads with a review mention were just half as efficient as campaign averages.
America is a melting pot and, as a result, just under a third of our promoted post sample was in Spanish. While the Spanish language posts did under perform, language was not a significant predictor of success (or failure). That means that those posts probably underperformed for reasons that had nothing to do with the language they were in. This result gives media planners the freedom to experiment with Spanish, so that they can speak to their audience in the best possible way.
With the introduction of video, Instagram has become even more visually stimulating and consuming. So how do you keep up with your progressive Instagram community? No need to feel intimidated - here are 7 simple tips to boost your Instagram game!
Fans want to see what you’re selling, so take advantage of this intrigue and post a picture of that delicious special your restaurant is serving tonight, or a preview of that dress you just can’t keep on the rack. It will remind fans what you have to offer and why they want to spend money with you.
You can easily find success on Instagram by utilizing a hashtag to highlight key subjects in your photos. Hashtags like #Puppy or #Beach can bring a lot of eyes to your photo. However, it is possible to have too much of a good thing. Try and keep your hashtag count to less than 3 per post. The most effective way to choose a hashtag is to search various options and see what has the best results.
Don’t let curiosity kill the customer! Your fans want to know how your products are made, or a little known fact. Give them a taste of the action and show them a little something from behind the scenes. A shot of the kitchen, organic product shots or even just your employees working together in the conference room, the goal is to capture the moment!
Leverage the audience you’ve built on your other social networks by cross promoting your content and increasing your Instagram follower count. A great way to do this is to share your latest captivating video or best performing picture via a link on your Facebook or Twitter account. You can also incentivize fans by hosting contests and giveaways via Instagram and promoting them with your other pages.
Don’t spam your Instagram followers. 1-2 posts daily will keep you on your fans’ radars, but not overwhelm their feeds.
Engage with your audience by following your own hashtag, @replies and location tags. Also, be sure to “like” and even comment on the photos fans post. This will alert fans to your account and make them feel appreciated by your brand.
Trust us, they’re fun, easy to make and an engagement driver. The goal is to produce 15 seconds of easily digestible content. Unlike Vine, you can edit as you go and adjust the exposure as you shoot. You can even save the videos to embed later. Don’t forget: good lightening, sound, and a stabilized camera are critical!
Want to learn more about Community Management? Feel free to reach out to Cheristy at Cheristy@Socialtyze.com
This 2013 summer has been an exciting time for the Socialtyze team! We’ve had the opportunity to work on a few interesting projects that are definitely worth highlighting. Here are just a few of the Apps and Campaigns we’ve been working on:
“Best Father’s Day Film Ever”
It was a dream scenario, two clients with complementary needs. A film studio needed to activate 16 Facebook fan pages. A restaurant brand with a powerhouse page wanted some content to give their fans something fun to do.
A movie match-up of 16 titles going toe-to-toe to see which made the best Father’s Day film.
12 fans won ALL 16 titles and a $50 gift card to The Cheesecake Factory. One lucky player landed a $100 gift card and a box set of the best Warner Bros. films of the last 90 years.
BuildaJoe.com
With the movie, G.I. Joe: Retaliation, rapidly approaching its launch to DVD, our team has created a microsite (optimized for iPad and Mobile) hosting an interactive avatar builder and an exciting sweepstakes involving Hasbro.
Users can go to the website and build their own G.I. Joe Avatar with access to over 500 assets to choose from to customize their Joe. Once users complete their avatar, they can choose to do one of three things; download it to a trading card, make it into a screensaver (desktop and mobile), or enter their avatar into the sweepstakes.
Paramount has partnered with Hasbro to recreate one lucky winner’s Joe avatar into a real life figurine.
“How Southern Are You?”
Southern Living was looking for a unique way to engage their current Facebook fan base but also discover new email leads through an engaging and fun social media application. The Socialtyze team has created the "How Southern Are You?” checklist where users can check off how many “southern” things they've done, and receive custom Southern badges based on their level of completion. Afterwards, they are encouraged to share and complete the entertaining list with their friends. The app has been promoted with media and email blasts, which lead to a significant increase in awareness. We’re particularly excited about this campaign’s success with mobile audiences.
The app has generated to date 79,000 unique visitors, 35,000 email leads for the brand, and over 8,000 shares! The interesting part of these results is that over 50% of app play took place on a mobile device, with 86% of our users being female and 96% of them being 25 years and older. This demographic directly aligns with their target consumer.Curious how Socialtyze can help your next campaign? Email Garret Houts at garret@socialtyze.com or visit our website for more info!
Part 1: The Ever-Present Social-Media Measurement Question
According to eMarketer, $6.6 Billion will be spent on Facebook advertising this year and potentially hundreds of millions more on community management. Yet, the industry lacks a clear and compelling sense of how to measure Facebook marketing. Since late 2008, media departments have negotiated with Facebook vendors for the lowest “cost per fan,” and the one with cheapest rate usually wins.We all know that "cost per fan" is not the best way to measure the success of Facebook marketing but, in large part, it is widely used and hasn’t changed.So what is the answer? How do you measure the value of your Facebook marketing?Below is your 3-Step prescription:
While number of Likes has been the de facto standard, it is rather meaningless, as most fans are dormant. Even worse, fans that spread negative sentiment are also counted as a positive on the Like scale.
Progressing to the next step, there are four Facebook Insight Metrics that matter most. All of these are Page Metrics.
a) Organic Reach - The number of people that saw your post in their news feed, ticker or on your page. In large part, this is the number of your fans that saw your post.
b) Viral Reach - The number of unique people who saw your post from a story published by a friend. These stories can include liking, commenting, or sharing your post, answering a question or responding to an event. In large part, these are the friends of fans.
c) Engagement – The number of times users engage on your page, including clicks on post likes, comments, shares, as well as clicks on photos, videos, outbound links, etc.
d) Impressions – Total impressions generated by your page via your post or visits to your page.
While paid media metrics (Impressions, Reach, Engagements, and Fans) are also important to consider, the best media campaigns will positively affect the above four metrics. In essence, you can measure the strength of "the media" by watching how it affects "the page."
The smartest brands and agencies are looking at both media and page metrics and determining how one affects the other. To look at each in a silo is like running a banner campaign with the goal of driving sales but not measuring conversions. The media and the page are completely intertwined and should be treated as such.
So, what is the problem with stopping here and just looking at the media and the page to measure success? It is only half the story, and there is real value in looking deeper.
For example, much of the Engagement could be negative. In essence, a brand’s most derogatory and influential fans could be spreading negative news. If a brand uses the premise that bigger is better, it could be doing itself a great disservice.
Facebook metrics alone also fall short of providing insight on what is impacting Reach and Engagement as well as the demographic/psychographic make up of your best fans. Facebook Insights lacks detail on:
So, where does this lead us?
The next and best step in measuring Facebook Media and Pages is through the use of proprietary technology and analytical tools that tap into the Facebook API and provide:
1) An Overall Page Score that measures Page Health through a combination of Page Engagement, Influence and Sentiment rankings, i.e. unique algorithms and sentiment tools that take into account:
2) Sentiment Score as a separate metric that measures the positivity or negativity of the page.
3) Fan Groups that allow you to categorize, track and analyze Super Fans, Influencers, and Villains. Measuring total fans is useless; however, keeping track of your best fans and gaining an in depth understanding of their characteristics and behavior, with the intent of acquiring more that look just like them, is invaluable.
By using the above metrics together, you will get a much better guide on the strength and weaknesses of your pages and fans. In addition, by using the right analysts to dive into the data, you will gain tangible results that increase engagement, build better fans, and lead to sales.
In the next 12 months, there will be evolutionary advances for gaining a better grasp on how to leverage Facebook as an asset to build advocacy and results. The question is, why has it taken the ad industry this long to use good data to assess billions of dollars in spending, and why would anyone remain on the sidelines only using the "Like Scale" or even Facebook metrics as the guide to results?
This article is Part 1 of 3. Part 2 will use the above analysis in a case study, and Part 3 will look at how you can use data to generate better results.
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