Tag Archives: support

LinkedIn Adds Showcase Pages

LinkedIn continues to work on expanding its revenue potential beyond the recruitment industry, an evolution which we encourage and support — in our view, LinkedIn offers far, far more than just a place to strut your stuff in front of prospective employers.

In this latest development, announced earlier this week, LinkedIn has added a new facility to its Company pages — the ability to add up to 10 free Showcase Pages which (as the name suggests) allow companies to showcase specific products and services.

Yes, you can already have separate product or service pages linked to your Company page, but these new Showcase pages offer two significantly different features:

  1. Showcase pages attract their own individual followings — they do not inherit any followers from their parent Company pages. For some, that may seem like a negative (“you mean, I’ve put all this effort into building up a following for my company page, now I have to do the same for each individual Showcase page?”), but the reality is that if you provide several products or services that appeal to different target markets, then each product/service can have its own Showcase page with its followers.For example, we’ve just launched a new Mobile Marketing course (details here, if you’re interested: http://mobilemarketing.ac.nz/ecourses), which may not appeal to the same people who are interested in our Social Media or eCommerce courses. We can now encourage those interested in Mobile Marketing to follow our new Mobile Marketing showcase page on LinkedIn.
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  2. Showcase pages have their own Status Update facility. This is the key element that makes Showcase pages worthwhile — you can now post updates specific to an individual product or service (or even topic), and only reach those people who are interested in that topic.Using our Mobile Marketing example again: we can now post mobile-related updates to our Mobile Marketing showcase page followers, without bothering those interested only in social media.

So how do you create Showcase pages?

Glad you asked. First, you must be an Administrator of a Company Page, because all Showcase pages are linked to Company pages.

Secondly, note that the Showcase pages are rolling out around the world this week, so the facility may not be enabled on your page yet (if not, check back again in a day or so).

With those caveats out of the way, head to your Company page — and in particular to the “Edit” button on the right hand side of your Company page. You’ll find the “Create a Showcase page” option at the bottom of the accompanying dropdown menu:

showcase1

Select that option.

You’ll be prompted to create a title for your Showcase page, and also (optionally) to add Administrators:

showcase2

A couple of points to note on page title creation:

  • The words you choose for your title will also become the permalink for your Showcase page (for example, our selected words above meant that the address for our new page is http://www.linkedin.com/company/the-principles-&-practice-of-mobile-marketing). This has the usual implications for being found in the LinkedIn search engine and via Google, so choose carefully. (NB: LinkedIn advise that they’re not currently offering customizable URLs for Showcase pages, but are exploring the opportunity have this feature available in the future. )
  • The title words you choose will also appear over your main image, so shorter is better (we went back and shortened our title once we’d seen what happened to our image). However, if you want to benefit from the longer title in the search engines, you can always edit your title later, as we did.

Next, you’ll be taken to the main Edit page, for you to add:

  • a main image (LinkedIn calls it a “hero” image) — this image is not currently clickable
  • a short description (at least 75 characters but no more than 200 characters in total)
  • a small logo and an even smaller square logo
  • a website URL where Showcase page visitors can go for more information

showcase3

If you think this is minimalist, so do we. Still, the main point of this page is to serve as a rallying point for tightly-targeted updates, so don’t be too perturbed that you can’t include very much on your Showcase pages.

Here are the specs for the images:

  • Hero Image: Minimum 974 x 330 pixels. PNG, JPEG, or GIF. Maximum file size 2 MB. You can crop your image once it’s uploaded.
  • Logo: 100 x 60 pixels. Image will be resized to fit.
  • Square logo: 50 x 50 pixels. Image will be resized to fit.

The process for uploading images is simple enough: click on “Add Image” and follow the instructions, cropping your image as necessary.

showcase4

Do the same for the logos (which will show up in your updates and search results).

showcase5

Add in the URL for the website page related to this specific product. You can also choose an industry category for this page (which need not be the same as the category of your Company page) and decide whether or not to display other Showcase pages related to your company.

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Once you’ve finished filling out all these details, click on “Publish” and check out the results:

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As we said, minimalist. But it’s what you do next that counts:

  1. Start creating highly-targeted status updates
  2. Invite relevant LinkedIn contacts to follow you

Got it? Good. Then start creating those Showcase pages. Just remember, though: only create pages that you can feed with highly-targeted content, otherwise you’re just wasting your time.

How To Brief A Social Media Consultant

how to brief a social media consultant

So you’ve decided to start promoting your business in Social Media — and, to make the task easier, you’ve decided to hire a social media consultant. But how do you brief him or her? And how will you know if he or she is doing a good job?

The Challenges When You Use A Social Media Consultant

The whole social media phenomenon simply didn’t exist when many of today’s Kiwi business owners learnt the marketing ropes. As a result, there’s a significant lack of knowledge amongst business owners — and it certainly seems to be age-related.

According to a recent MYOB Business Monitor (November 2012):

  • just 12% of business owners over 60 years old are using social media in their business
  • 20% of business owners who are Baby Boomers are making use of social media
  • 21% of Gen X business owners have adopted social media for their business
  • 42% of Gen Y business owners have gone social

With Kiwi consumers overwhelmingly adopting social media (95% of them went to a social media site in the last month), businesses really have little choice but to get involved with the medium, even if it is through the use of a social media consultant. But it is essential to give them an effective brief.

What your Social Media Consultant needs to know

Your brief to your social media consultant should give them meaningful guidance on these seven questions:

  1. Who are you trying to reach?

    As with any marketing, an effective social media brief starts by identifying your target market. Understanding the target audience’s age, gender, location, interests, activities and passions will have direct bearing on both the content of any social media campaign and the networks your social media consultant opts to use.

  2. What are you trying to achieve through social media?

    For some businesses, the objective of any marketing (no matter the media channel) is simply to make sales. For those operations, the social media consultant might recommend Facebook Offers or Gifts or similar sales tools. On the other hand, you might be aiming to build a customer support channel; to achieve that, your social media guru might suggest a significant devotion of time and resources to Twitter. Or perhaps you want to generate leads, or improve your brand’s reputation.

    Whatever your business objectives within social media, you need to specify them upfront to ensure that your consultant is on the same page.

  3. What is your Brand Personality?

    Whoever is speaking to your prospects and customers through social media needs to reflect the brand personality and style of your business.

    An organisation that prides itself on friendly, homespun advice to anyone who walks through the front door needs to adopt exactly the same tone on Facebook. If you wish to be perceived as a thought leader in your industry, then your LinkedIn posts need to take the same proactive, well-informed approach.

    On the other hand, if your staff are not happy outside their carefully-protected comfort zone, you don’t want your social media consultant to be outspoken on Twitter.

  4. What resources can your organisation devote to social media?

    You may think that by outsourcing to a social media consultant, you’re avoiding getting bogged down. The reality is otherwise: social media is a direct conduit  between your organisation and your prospects and customers.

    As such, it touches on every aspect of your organisation: marketing, sales, PR, customer service, logistics, the lot. Even if it’s the social media consultant’s fingers on the keyboard, he or she needs to be able to draw information and answers from, and supply follow-up requests to, every part of your business.

  5. What related topics are of interest to your prospects and customers?

    An effective social media presence is not simply about you and your brands — your followers will quickly abandon you if every message you post is about your organisation. At the same time, your social media consultant must post information that is relevant to your customers/prospects and related at least tangentially to your business.

    A food company, for example, can talk about recipes (not only those featuring their products) or about last night’s TV chef surprise or ask followers for tales of their worst cooking disaster. Similarly, an engineering business might post about the engineering challenges of the proposed 501-day trip to Mars and back, or about new technologies that will impact on Kiwi businesses in the next five years. Posting about upcoming concerts is unlikely to be relevant to any business but music labels, concert promoters and ticketing agencies.

  6. What key products and events do you want to promote (and how)?

    Social media isn’t purely non-commercial, of course, so you will want to brief your social media consultant to post stories about your products and your organisation, of course. The secret, however, is in exactly HOW you go about planning those posts.

    Consumers who like brands in social media do so because either (a) they do actually like the brand (they’re fans); (b) they want discounts and deals; and/or (c) they want to hear about new products and services. Actually, if they want to hear about the new stuff, they want to be first to know — and they won’t bother sharing stale news with their friends and acquaintances.

    So if you want your messages to have a chance of being shared, you need to brief your social media expert to first start building anticipation ahead of a new product announcement; and then leak the news in social media ahead of the traditional channels. Think about it this way: if you were a big fan of X, wouldn’t you simply die to get inside knowledge ahead of the crowd?

  7. How is your social media consultant going to be measured?

    Managers and financial controllers are now starting to ask tough questions about Return on Investment and whether social media really delivers value for the time and money involved. If you’re going to outsource to a social media consultant, you need to set some benchmarks against which his or her efforts can be evaluated. The presentation below by Olivier Blanchard provides some smart suggestions which can form a great starting point for measuring that social media performance.

In Summary

Outsourcing your social media can be a good idea — provided that you provide an effective and comprehensive brief that can make your social media marketing achieve tangible outcomes.

Credits: content for this article is largely drawn from our online training courses “Preparing an Effective Social Media Brief” and “The Principles and Practice of Social Media Marketing

The Hobbit, The Facebook and The Wisdom Of The Crowd

New Zealand has been a little obsessed with The Hobbit in the lead-up to the world premiere — well, the NZ media have, anyway, with more television coverage devoted to the meanderings of Middle Earthers than with anything since the Rugby World Cup.

But, we wondered, has all this media attention translated into word of mouth amongst the people? What do us ordinary folks think about all this palaver? Are we mere mortals talking about The Hobbit as much as we might?

We delved into our ongoing monitor of some 8000 NZ and NZ-related Facebook pages to find out.

The Hobbit

If we look back to the beginning of 2012, we find that The Hobbit‘s Facebook page had 385,739 likes and 8,202 People Talking About the page on the 29th of January.

Fast-forward ten months to today, 1 December 2012 (with the movie’s release just under two weeks away), and those numbers read 830,164 likes and 120,395 People Talking. Massive gains, especially when it comes to the buzz.

There’s a bit more to Middle Earth than just The Hobbit, of course. There’s Air New Zealand and its Hobbit-themed marketing, another 68,633 chatting about the inhabitants of the Shire:

The Hobbit

Add in another 30,167 supporting 100% Pure New Zealand as our tourism marketing kicks into full swing behind the movie:

The Hobbit

And, of course, let’s not forget our very own Sir Peter Jackson, whose own Facebook page has been attracting the attention of another 92,935 wanting to be heard.

The Hobbit

And last, but by no means least, there’s the mothership itself, the Facebook page patrolled by nearly eleven million followers of The Lord Of The Rings Trilogy. 236,547 are Talking About that page — and you can be assured that a healthy number of those are focussed on The Hobbit round about now.

The Hobbit

Add up all the chitchat (just on these official pages) and that translates to more than half a million Facebook mentions of The Precious, just by one simple measure alone. Not all Kiwis, of course, but clearly the Crowd is indeed Wise when it comes to the Third Age.

The Hobbit Likes: Trending Upwards

We took a look at the three primary Hobbit-related Facebook pages (The Hobbit, Peter Jackson and The Lord of The Rings Trilogy) over the last three months. Once we indexed the pages against their starting positions (i.e. the number of Likes for the first week shown), we saw steady growth, with people Liking The Hobbit up nearly a quarter in that time period:

The Hobbit

Our conclusion from all this number-crunching: The Hobbit has indeed attracted solid word of mouth thus far, both locally and internationally, not just media hype. With two more movies still to go, we can expect the buzzing to continue for the next eighteen months, at least.

Facebook Contests

Thinking of running a contest on Facebook? Then here are seven questions you need to consider:

  1. Do you know Facebook’s rules, which govern the running of competitions and sweepstakes on the site?
  2. Do you have the time and resources to devote to the planning, management, and engagement that will be required?
  3. Does your budget allow a prize(s) that will incentivize your audience to participate?
  4. Will this contest be a supporting tactic in a larger integrated campaign?
  5. Do you have clear goals for this contest?
  6. Do you have a third-party app provider that you can use to administer the contest?
  7. Do you have community guidelines in place and a moderation tool that can help you tackle not only the positive feedback you could receive on your Facebook Page, but any inappropriate or negative feedback as well?

Here’s a useful guide to Facebook Contests (free, registration required).

You’ll also find Facebook rules explained and expounded in our Facebook Kickstart programme.