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Social Media Refresher: Online Video Now Essential

video

Early Bird Booking Deadline tomorrow – SAVE $100 on our new SOCIAL MEDIA REFRESHER 2016 online training course. http://bit.ly/socialmediarefresher.
 
Social media is an ever-changing environment and unless you’re involved on a day to day basis you’re unlikely to stay up-to-date with the latest developments in the medium. So we’ve devised this social media refresher course to capture the latest developments across the expanding world of social media marketing.

WHO WILL BENEFIT FROM THIS ONLINE TRAINING COURSE?

Any marketer, business owner or executive who is already familiar with the principles and practice of Social Media Marketing but needs an update on the latest developments in the medium.

WHAT’S IN THE SOCIAL MEDIA REFRESHER COURSE?

The course covers:

Lesson One: Latest Social Media Updates: Facebook

Lesson Two: WhatsApp, Messenger and other Messaging Apps

Lesson Three: Streaming Video: Facebook Live, Periscope, Meerkat

Lesson Four: Pictures: Snapchat, Instagram, Pinterest

Lesson Five: Social Media Advertising

Lesson Six: Community Management and Influencer Marketing

Lesson Seven: Tools & Tips, Twitter & LinkedIn

MORE INFORMATION

Full course details are available from http://bit.ly/socialmediarefresher

Facebook Cover Images: Dimensions July 2014

Have you taken a look at your Facebook business page lately – not just on your desktop computer or tablet but also via your smartphone?

Facebook now (Q1 2014) has more than a billion monthly active users who visit the site via mobile device, representing 79% of total Facebook active users, so if your Facebook page doesn’t look as smart as it should on mobile, you just could be discouraging three-quarters of your prospective customers/followers.

Facebook Cover Image Dimensions Have Changed

The most important visual element of your Facebook page is your Cover Image, which sits at the top of the page welcoming visitors. Below, you’ll see the real estate you have to play with (we’ve borrowed a template from these fine folks and added a few extra bits and pieces of our own).

Facebook-cover-image-July-2014

Looks complicated doesn’t it? The key point that you need to note is that the true active area that you have to play with (the area that should be safe on both mobile and desktop) is just 563 pixels wide by 175 pixels deep.

True Active Area Facebook Cover image

Yes, it’s a relatively small proportion of that seemingly glorious cover space, 851 pixels by 315 pixels, but the rest of your image is at risk of being covered by your profile photo, the title or category of your page or the like, follow and message boxes (except of course for the left and right-hand sides of the image, which simply won’t be displayed on mobile).

You still need to surround that active area with other imagery that reflects your brand values – but understand that most of that real estate is likely to vanish. A mobile visitor will never see it, while a desktop traveller may see only some.

Facebook Cover Images: Before And After

Here (gulp!) is what our Netmarketing Courses Facebook page, optimised for Facebook’s 2013 design, looked like under these new design parameters. Note that our subtitle “online training courses for businesses” was partly obscured by the profile picture.

desktop view 2013 Facebook cover image

The mobile view was far worse:

mobile view Facebook page 2013 version

So we gave our cover image an extreme makeover, shedding many of the design elements in favour of a centred logo, with the result below. It won’t win any awards but at least it communicates what we do (and we’re no longer losing any of the information featured in the image).

desktop view 2014 Facebook cover image

 

A quick look at the page on mobile shows that we’ve achieved our branding goals there as well.

mobile view 2014 Facebook cover image

It’s time for you to take another look at your Facebook page (start with your mobile device, ideally through the dedicated Facebook app) and see if you still scrub up as well as you should.

How Social Media Monitoring Can Improve Your Sales

By now, most marketers understand that it’s a good idea to monitor what’s being said about you in social media, for self-protection at least. How can you know if your brand or company is being trashed online, so that you can take appropriate remedial action, if you’re not listening?

Now an article from Contently highlights some of the other ways in which Social Media Monitoring can directly help your business:

What happens when a minor TV character get major social attention? In the digital age, how do you take advantage of it and adjust? That was the challenge faced by BET [Television] Network’s Being Mary Jane.

The show’s Twitter analysis showed that an unexpected character was emerging as a fan favourite: Avery, the wife scorned by the affair between Mary Jane and her husband. It was too late to reshoot the series, but the fans’ love forced BET to rethink its social media strategy and the way it was promoting the show.

It all began around the time the series premiered in January 2013. JP Lespinasse, BET’s senior director of social media, got a shiny new toy: Adobe Social, a social media management and analytics tool that he began using to monitor the chatter around Being Mary Jane.

Two shows into the eight-episode series, an intriguing insight emerged. While of course the romantically challenged Mary Jane herself got the most attention, the Twitter analysis showed that Avery garnered the next highest number of mentions.

“The next step was, let’s see where we can begin to amp up our coverage of Avery from a content perspective,” Lespinasse recalls. BET recut some of its broadcast commercials to feature Avery more. They also gave her more visibility on the show’s website and digital promotions, and recruited the actress who plays Mary Jane, Robinne Lee, to live tweet the episodes that featured her character.

When the social media staff used their human brains to parse the social media chatter, they gleaned another useful insight into just why Avery appealed so much to the audience. “There were a lot of people quoting her,” Lespinasse says. “The stuff that made Avery resonate was the stuff that came out of her mouth. So, not only do we want to feature her generally, we want to feature what she’s saying.”

So how did the BET social media team glean these insights? They began their social listening program two weeks before the premiere. Then, every morning after the show aired, they’d peruse the analytics. They also produced weekly reports charting the total audience against social media mentions.

Most of us don’t have TV shows in our product portfolio, but any brand promoting its wares to a public audience (whether B2C or B2B) should have a social media monitoring strategy that reports on what’s being said about the brand online.

By actively listening, you can identify any problems and concerns, of course, but the monitoring process can also highlight:

  • product features that particularly appeal to your customers
  • unexpected uses for your product that might create future opportunities
  • category problems that consumers have but that your product could solve

In the latter case, social media monitoring provider Infoglutton gives an example of how monitoring can improve product design:

We ran InfoGlutton to monitor problems people are expressing about espresso machines. Here’s two mentions we found out today on Twitter:

espresso

Joe Hall, writing at SearchEngineLand, provides a useful protocol for turning social media monitoring into effective new product design:

funnel

Recommended Monitoring Tools

So how can you listen effectively without the process taking up too much time? At a minimum, you should:

  • Sign yourself up to Google Alerts for your company name, products, executives or brand terms so that you’re alerted by email whenever your name pops up online. To do so, enter your search terms and select to receive updates as they happen.

    alerts
    Choose “As-it-happens” and “All results”

  • Check Twitter for chatter about your company or brand. Use tools like TweetBeep or Twitter Search to monitor conversations about your company in real-time.
  • Get email notifications for specific search phrases on Facebook through Hyperalerts.
  • (B2B) Join a few LinkedIn groups to which your key customers and prospects belong. Search for questions or comments that you or members of your company can address.
  • Get yourself up to speed with RSS readers and use Feedly to check Flickr, Delicious, Digg and others

Introducing Pinterest Place Pins

Now here’s something an advertiser can love: new Pinterest Place Pins. Digital Market Asia explains exactly what they are:

Pinterest has introduced a whole new initiative: Place Pins. With about 1.5 million places being pinned every day, Place Pins were designed to combine images with an online interactive map. This is powered with Foursquare’s location API, along with Mapbox’s map technology, to aid users to explore and plan travel trips which can then be shared with friends.

More advertising avenues, with a few things to remember
Although Pinterest currently doesn’t offer ads on the site outside of Promoted Pins, Place Pins have ad potential as Pin locations include information such as addresses and phone numbers. This can be especially useful for travel and tourism businesses to, for example, help visitors discover things to do in an area. There is however a list of things that brands need to know.

Available on iOS and Android: Not only can Pinterest users find inspiration and plan trips online, they can keep track of places they would like to visit while they are on the go, through the Pinterest app.

Any Pin can be a Place Pin: Any existing pin on a board can be updated to include geographical data by selecting ‘Add Map’ in the Edit section of a board.

Any location can be Pinned: Even if a location isn’t on the map, pinners can add locations of their own.

Make a site Place Pin-friendly: Pinterest have partnered up with various businesses such as Foursquare and Hotels.com that will automatically include location info on their Pins. This and Pin It buttons on site images make it easy for pinners to save places they want to go to.

Create a place board: Make sure the place boards reflect and are relevant to the brand. The actual creation of a place board is simple enough: select ‘Add a map’ when creating a new board or edit an existing board’s settings. After this, you can map all your new and existing Pins to the board. For some inspiration check out Visit Britain’s UNESCO World Heritage Sites in the UK.

In this example, the Visit Britain UNESCO World Heritage Sites page on Pinterest displays a map with clickable pins.

pin1

Clicking on any of the pins reveals a pop-up with more details about that particular destination and a button to learn more.

pin2

In this example, clicking on the Learn More button takes users through to the Foursquare site for more information.

The opportunities for travel and tourism advertisers are fairly obvious (and this Pinterest enhancement is especially designed for travel planning), but what about other marketers?

  • Any business that has more than one location could benefit from this facility
  • Alternatively, Pinterest Place Pins lend themselves to promotional usage, for example if you want to organise a treasure hunt or a car rally or any other location-based event
  • you could link yourself to other businesses in your region that offer complementary products or services

The possible marketing uses are really only limited by your imagination.