Unique Social Media Tools for Business

social media tools for businessHere are some powerful social media tools for business, that can boost productivity and give brands an edge in both measurement and engagement.

TweetReach

How far did your Tweet travel? Tweetreach very elegantly shows how, who, and where your tweet reaches out. Use any hashtag, keyword, url, phrase, or Twitter name. Instantly see who the top contributors are. Tweetreach

Workface

Whether you’re looking to talk with more of your website visitors, close more sales, provide a better visitor experience, or chat with prospective customers on other websites (such as Facebook), Workface is the easiest and most authentic way to greet customers at your digital front door. Workface

BrandMyMail

With predesigned templates, create branded emails with a Gmail account. Add custom signatures and social media buttons. Social tracking and tracking statistics are included in a package that includes e-newsletters and custom forms. BrandMyMail

Qwerly

For brands with large email databases, Qwerly will reach in and make a social profile of each subscriber. The brand marketer can then adjust social media campaigns accordingly to match the mix. (Acquired by Fliptop)

360iTIGER

360iTIGER, a cloud-based technology automatically populates website data into a Web-enabled document with the click of a button. It gathers and organizes relevant SEO and social data into a complete site audit document, and then loads it into a Google Doc. It also allows you to analyze key social metrics such as Facebook Likes, Tweets and Google +1s alongside basic SEO data. 360iTIGER

Emplify

Emplify is our brand new social media analytics tool that helps you track your social media campaign performance. It starts with a top-eye view of your weekly performance and lets you drill down to a smaller sample to understand why certain trends happened, Emplify is the reporting tool that you need to understand the return of your investments.

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Social Media Measurement Tools

 

SOCIAL MEDIA MEASUREMENT TOOLS - FACEBOOK LIKES ALGO

If you are using social media measurement tools, the relative value of certain metrics will become more and more important. Which metrics have the most value? And in the case of Facebook analytics, one of the questions is how valuable, or how to value, a “like”.

The value of a Facebook like can be viewed from several parameters. One would be conversion rate: when and how did this like convert to a subscriber or a buyer? Another would be lifetime value: what is the lifetime value of this like if the user becomes a subscriber or a buyer?

When someone likes a page, what they are doing is signalling their intent to become a subscriber or a buyer. And that means you have to work a lot harder to engage them, because the commitment is not as strong as an email opt-in or other expression of interest.

PageLever discovered that only about 7% of fans actually see fan page updates in their personal feeds after  liking a page, and the more people who like a Facebook page, the less they will see updates. See the example set in the table below:

 

 

 

 

So part of the equation is to ask: What is the cost to obtain a like, and what is the value of the exposure we will get from it?

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Social Media Marketing Proof: Twitter Increases Sales (and Ratings)

Twitter commissioned research firm Datalogix to discover how effective Twitter was for business. After all, the social media marketing giant is making a big play to capture more ad spend. According to the report, companies that pay for tweets have more sales than those that don’t pay. People who saw a brand’s tweets spent 8% more than those that didn’t. The report also says that people who responded to sponsored tweets helped increase sales by 12%.

As a rule, less than one percent of users click on banner ads. But promoted tweets made followers of the brand 29% more likely to follow through with a purchase than those who did not see a promoted tweet.

Meanwhile NLSN (Nielsen) has reported that when Twitter is very active around a particular program the television ratings increase 29% of the time.

At present, over half of Twitter’s advertising revenue comes from mobile (total of $1 billion in revenues in 2012). So there is speculation that the company’s planned IPO will go a little better than Facebook’s botched share launch.

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Facebook Analytics – Facebook is Auto-Filling, Not By-Passing PayPal

Facebook analyticsThere was a bit of confusion last week when AllthingsD reported that Facebook was creating a payment system that competed with PayPal. The reality is that Facebook is only creating an automatic form-filling function that works with third-party mobile apps. It grabs the information from the Facebook profile of the user, and reduces a task-heavy credit card form to just a few clicks.

Facebook benefits from the conversion rate analytics they will be able to provide, showing which ads lead to sales. Showing positive ROI means selling more ads.

Some Facebook users have Facebook Credits, Facebook Gifts, and other credit card details on file. The number of people who have stored their financial information inside Facebook is not vast, however. It may take some time to build up the feature to a critical mass where it shows value to advertisers.

In contrast, Apple’s iTunes store has massive amounts of credit card data, and obviously has the trust of their customers. It remains to be seen whether Facebook users embrace the idea of Facebook facilitating their financial information for them when they are purchasing.

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Instagram Analytics – Are Those Followers and Likes Real?

Instagram AnalyticsRSA, the security division of EMC Corp. is reporting that a computer virus called Zeus has been creating bogus Instagram likes to boost endorsements for brands or individuals. So it makes sense to be cautious about outrageously positive results when analyzing Instagram stats.

Individual likes are sold in batches of 1,000. The current pricing is about $15 for 1,000 followers, and $30 for 1,000 likes (and credit card numbers are only $6, in case you’re interested.)

This social version of Zeus infects computers and forces them to like posts. In the last five years cyber criminals have used the software to infect hundreds of millions of personal computer to download malicious software.

Both Facebook and Instagram are planning to beef up security in this area, and spamming for likes and follows is something both organizations spend time trying to prevent.

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Twitter: Related Headlines Boosts Traffic

Twitter Related HeadlinesTwitter is providing more context to its tweets, by showing something called Related Headlines underneath tweets that have a large audience. The idea is that if someone like Warren Buffet tweets “Warren is in the house”, headlines from Fortune and the Wall Street Journal indicate that Buffet is tweeting for the first time. As well, it’s because the tweet is embedded in the article that the article is showing up in the first place.

You can see these headlines when you click the “details” button on a tweet (if the tweet merits them). The idea is to see the stories behind the tweet, especially when it involves celebrities or sporting events like the Super Bowl. There is also the notion that Twitter becomes more useful, as users spend more time scrolling through their streams to keep ahead of breaking news events.

As Twitter has told its media clients:

“When you embed Tweets in your content, the headline of your article and Twitter account will be surfaced on the Tweet’s permalink page for all to see. We think this will help more people discover the larger story behind the Tweet, drive clicks to your articles, and help grow your audience on Twitter.”

See some interesting examples of this feature on Mashable here.

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PinLeague Serves Up Great Pinterest Data

PinLeaguePinterest Web Analytics are only available to companies with a verified web site, and they aren’t very comprehensive. PinLeague has shown up to fill in the gaps.

Pinterest has 70 million users who vote for brands, products, and other online content. PinLeague has a feature that shows who is repinning content, and who the most active repinners are over specified time frames. What this allows brands to do is contact influential followers, and target them in specific campaigns.

Brands can discover what is trending in real time, engage with pinners that want products before they make a purchase, and extend offers that turn pins into purchases.

PinLeague was started by a development team that was looking for answers for their own site:

“We began using Pinterest in early 2011 as a solution for our own marketing purposes while building BridesView.com. The very first version of PinLeague asked a simple question: how can we identify brides-to-be using Pinterest to plan their weddings? As we dug in deeper, we began to see rapid success on Pinterest. Pretty soon, our friends started asking if we could generate similar insights for them.”

Marketers can target pinners who are interested in similar content, sharing new content and being active in the community, and who influence others. A feature called the Audience Engine finds new fans and engages them automatically.

Brands can spy on the competition, and track activity and trends that are developing.

PinMail allows you to email segments of your audience, and deliver them the right message. As well, you can target the message to subscribers who are the most passionate about a particular product.

Using hashtags and keywords, you can listen for conversations about your brand or marketplace. And the package also features image recognition photography, which surfaces top images pinned from your website.
For more information click here

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World’s First Social Media Powered Street Sign

Breakfast, a New York based interactive agency, has created the world’s first social media powered high tech street sign. It has an interface that allows the user to ask for current updates on weather, restaurants, transit, sporting events, and tweets. Called Points, it is designed to sit on street corners, in hotels, and at sporting events.

Pedestrians will see different categories displayed and be able to choose what information they are looking for. Points pulls information from APIs and RSS feeds and can be customized to match the location or the event.

Points leverages content from Foursquare, Twitter, transportation APIs, RSS feeds and many other online sources, but more importantly it can be expanded to work with almost any online data source and adapt to any location where it’s installed. – Breakfast

3 years in development, Points has 360 degree rotation, powered by Xmega chips, supporting 16,000 ultra-efficient LEDs, and custom built micro transmissions to fit inside the housing.

You can get some more information about leasing and other details here.

 

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What’s in a Social Media Strategy?

The following elements should be included in a social media strategy.

Management – Because of the nature of social media, how it is multi-dimensional, multi-channel, and in various modalities of text, pictures, and videos – it makes sense to have a cross-functional team involved in managing it. That way each part of the organization can have input as well as get the benefit that is relevant to that particular team.

Listening - It’s essential to listen to what is happening in all of your social media channels, and that includes the competition. What are they saying? What are people responding to? Where are they getting traction? Because of the zero-cost of monitoring weak signals, pay attention to emerging trends while they happen.

Financial or Non-Financial Goals? - Be clear about what the social media goals are. Are they financial or non-financial? Are they brand focused or sales focused? Making this distinction is important for measuring ROI. As far as conversions go, a great indicator to measure is the actual customer acquisition cost. Is social media more cost effective than traditional methods?

Measurement - Make an investment in the tools necessary to measure your activity and see where non-financial and financial ROI occurs. Social media teams tend to focus on non-financial goals, such as engagement and traffic. Marketing teams might be more attentive to actual sales/registrations/conversions versus the cost of campaigns.

Personas Work - Articulate who the target audience is. Map out the personas of the demographic you intend to reach, and use these personas to help shape both the content and the appropriate channels to maximize effectiveness.

Current vs. Published – For example, Twitter and Facebook messages are in real time, Facebook posts, blog articles and YouTube videos are published content that is consumed when users see them. Make a distinction between these two activities, and place a priority on one or the other.

The Reason You Do What You Do - Talk about the “why”, rather than the features and benefits, or the “what”. “Why” is more interesting, more passionate, and more human.

Know Your Voice - Articulate the persona and personality that the brand is. Brand messaging will be fractionalized if the messaging and response in social media does not come from a cohesive brand platform. Create a plan that insures all content, including profiles and introductions, reflect the same message and tone.

Calls to Action - If the campaign is sales or registration-focused close the loop by telling them what to do.  Pick the social media/landing pages that are designed for the purposes of conversion.

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