Capital One Includes Tumblr in Social Media Marketing Strategy

The majority of Tumblr posts include photographs: they get the most attention and interaction (including reblogs, which is Tumblr’s version of Retweet).

Capital One created a Tumblr campaign that promotes it’s Venture Card, by asking users to post where they would like to travel. Artists and illustrators take those travel dreams and create luscious imagery, complete with typography and artistic credits.  It’s called the Venture Bucket List on Tumblr, and the brand promotes the #BucketList hashtag to generate additional buzz on Twitter and Facebook.

social media marketing strategy: Capital OneCapital One also lets users know they can use the Venture Card to obtain the miles they  need to visit other destinations. You can plug in your fave location here at http://venture.tumblr.com/


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Fortune 500 “Get” Social Media

Cell phone life
Cell phone life by jseliger2, on Flickr

In the U.S., audiences spend up to 3 hours every day on social media, and a large portion of that time is on mobile. The question for many businesses is what social media platforms to invest time and money in.

And they should: as an example, Syncapse has done a study that shows social media fans spend more annually on products than non-fans. 70% of Pinterest users are saying they go there to “get inspiration on what to buy”.

BI Intelligence has a report that gives a picture of what platforms the Fortune 5oo are committed to. Interesting to note that Twitter has surpassed Facebook for Fortune 500’s social media marketers.
Here is the breakdown of what Fortune 500 companies are doing in social media:

  • 73% have Twitter accounts
  • 66% have Facebook accounts
  • 62% have YouTube accounts
  • 2% have Pinterest  (including large companies like GE, AIG, and Lowe’s)

Many SME’s make the mistake of running to too many platforms all at once. A best practice is to focus on one or 2 social media channels at a time, fine-tuning engagement and reach, and getting a clearer picture of ROI as a result.

 

 Photo by jseliger2

 

 

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A Pixar Insider’s Guide to Story Telling and Engagement

Andrew Stanton is a film director, screenwriter and producer at Pixar. He gave a TED talk recently, and here are some of his key takeaways on engagement in the art of story telling. Some of this can be applied to the stories a brand tells: is it compelling? Does it leave part of the picture out, so the audience can fill it in? Have you created enough doubt about what the outcome will be?

“Make the audience put things together. Don’t give them four, give them two plus two.”

Your audience is made up of people just like you. You were born a problem solver. You explore and make deductions to get the best answer for the challenge at hand. In a good story, the screenwriter knows this about viewers. So the story always leaves you wanting more, because the mind loves to have something to imagine and fill in on its own.

“And the idea is that the character has an inner motor, a dominant, unconscious goal that they’re striving for, an itch that they can’t scratch. “

Characters in a story need to have a direction that is driven by their own narrative, and exploring this narrative is the screenwriter’s way to flesh out a character’s needs and desires. In the process of telling the story, that narrative is revealed in the actions and decisions the characters make.

“…I finally came across this fantastic quote by a British playwright, William Archer: “Drama is anticipation mingled with uncertainty.” It’s an incredibly insightful definition.”

Uncertainty, expectation, and a heightened sense of what happens next…elements of drama that can be applied to any story, as most stories are a journey of discovery, surprise, or transformation.


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Kill Social Media Content Clutter with This Secret Weapon

Along with all the updates, retweets, self promotion, and other social media content clutter, it’s always nice to find a good story. Why? A good story educates, draws you in, is shareable, and most of all, resonates emotionally.

If someone sat down and told you how wonderful they were for 10 minutes, how much of that would you remember the next day? The average person has a 5% recall. But the recall for a memorable story is different. If that same person told you an urban myth, you would be able to recall that story 5 years later.

So what is the difference between 5% and 5 years? The facts and figures you were subjected are stored in short term memory (lasts for the length of a conversation), while the urban myth you heard goes into long term memory (lasts for years). And that’s the part that retains a memorable story.

Ways to get your brand message out in a compelling story format:

“Show, Don’t Tell”

Show what is happening, and let the audience draw it’s own conclusions. Use visuals, video, testimonials, and animations to demonstrate the story.

Avoid the “Scanning” Effect

Online readers scan rather than read. In order for your content to consumed, wrap the message in a compelling story. Have an engaging headline, and a story with a beginning, middle and end.

Manage the Process

Take them on a journey, tell them what to do next, and give them a chance to ask for more. You can leave them hanging in the storyline, but don’t leave them hanging in disconnected media. Create a consistent flow from story to action (and resolution).

Get Real and Personal 

Tell them about your own struggles, or your customer’s struggles, to find the solution to a challenge. Clients will identify with others who share the same problems, solutions, and outcomes.

 

 

 

 

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New Facebook Analytics – Getting a Closer Look

Facebook analytics is getting a new look and will be rolled out in the near future. We’ve been able to sample it in Beta and the outlook is a positive one. It’s a cleaner, simpler design that breaks out the measurement of likes, comments, clicks and shares for individual posts.

In a glance you can see what kinds of posts – those with video, for example – have the most uptake. And in many cases, video posts have a much higher engagement than text posts – something to keep in mind next time you are considering your content medium. A page owner can see what demographic is engaging the most in the brand, and also see page views for individual tabs as well as the timeline.

Facebook analytics have included “People Talking About This” (PTAT) in the past, but now the term will be retired. Instead, there will be five metrics to measure that category – three examples being Page Likes, People Engaged, and Page Checkins. Something we are favourable towards is the new Virality metric: it will include a post’s clicks in its measurements and be called Engagement Rate.

 

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Unhappy with Social Media Measurement?

Social Media Measurement BabyYou’re not alone…

a report by Ragan.com shows that almost 70% of 2,714 communications professionals are either dissatisfied or somewhat satisfied around the metrics they get from social media measurement. And Adobe reports that 52% of marketers are frustrated because it is so hard to measure ROI in social media.

There is a tendency in social media metrics to get excited about “reach” and audience size, but what matters is what percentage of that audience engaged with your content, shared it with colleagues, subscribed to your list, contacted you, or entered a sales funnel. At the end of the day, how many visitors did we get (prospects)…how many contacted us (leads) …and how many bought our goods and services (customers)?

So some questions to ask are: 1. What social media channels are driving traffic to my sales process? 2. Are my social media channels driving traffic to a sales process – period? – and 3. Do we have a sales process in place that is in sync with what is being said in social media channels overall?

Marketers aren’t alone in their disgruntlement. NM Insight found that 1 in 3 social media users would rather contact a company by social media rather than the phone. However, only 36% of customers say their issue was solved quickly and effectively by the brand they are interacting with. What this tells us is that brands may be spending time creating content and marketing in social media, but not actively responding to existing customers (which represent repeat business) in the medium of their customers’ choice.

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