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Facebook Tests New In-app Browser

Facebook tests new in-app browser

Facebook is reportedly in the process of testing a brand new in-app browser that will allow users to view web pages from within the app. Unlike the current browser that only allows the viewing of a single web page, the new one also allows users to browse to other pages via the search bar…

The new browser has been in testing for a couple of months with mentions as far back as December 4th 2015. What’s so interesting is that now users will be able to navigate to different URLs without leaving the app.

The new feature could prove a useful piece of integration for users, providing a more streamlined online experience by allowing them to discover new information without having to switch between apps and risk losing their train of thought. Aside from allowing you to follow hyperlinks to other pages, the current browser doesn’t do much beyond the basic loading of your desired content. Because of this, the new feature feels like a natural progression for the network and is very much in keeping with their ultimate aim of reducing the amount of time users have to spend out of app.

Alongside the development in usability the new browser looks slicker and far more in keeping with Facebook branding than previous attempts. It also allows users to gauge the popularity of a post, navigate more fluidly between pages with in-built forward and back buttons and includes a bookmark button.

Unfortunately, as it is only in the test stages, only a small amount of IOS users have been able to access the new browser. Therefore we can only speculate as to the other features, although it is clear in images that a menu bar is included. It isn’t yet clear when the browser will be rolled out to all users.

Overall, Facebook has made it clearly evident in the past that they want to eliminate the need for users to leave the network and are constantly producing new features to that effect. Therefore it’s safe to say that this definitely isn’t the first step in them working towards crafting the network into a self-contained digital ecosystem - and it certainly won’t be the last.

Our Guide to Email Marketing Mastery 4. Analysing your Email Marketing Campaign

Analysing your email marketing campaign

For the right people, especially small and medium sized businesses, email marketing should be an integral part of any digital marketing strategy. We created our guide to email marketing mastery to give you a better grasp of the finer details and help you untap your business’s potential...

Part one of this series helped give you an idea of the sort of thing that you should do before you begin your email marketing efforts, part two focussed on building your recipients and part three on physically constructing your email. Now, in our final instalment, we focus on analysing your email marketing campaign...

A great email marketing strategy should constantly be evolving and therefore you need to be analysing every little measure you take. If your open rate has dropped since last time, there are a great deal of factors that need to be considered - the time you sent it out for example, or the tone of your subject heading. Email software leaders can provide some great analytical results, and normally enhanced versions for premium memberships, but this information alone isn’t enough - you need to be evaluating everything and factoring your findings into future campaigns to ensure this evolution is able to blossom.

Open rates

Average email open rates vary depending on industry. If you are hitting below what you should, you should first consider the strength of your database - are you targeting/segmenting your audience correctly so that the information is reaching the correct people? For example, say you have a company that sells spa breaks and you send out special offers around the Manchester area, yet fail to segment your database based on area, your response will suffer. Is your database up to date and clean? Often databases that you buy or rent are out-of-date so its usually better to follow our tips to build your sign-ups naturally. If you cannot identify any issues in your database, evaluate the content of your email. Is you subject line provoking intrigue and offering value? Is you ‘from’ field clear and personal? Have you optimised your email to bypass spam filters?

Click throughs

If your open rate is good but you have a poor click-through rate, the issue lies with the strength of your content. Make sure you have a clearly defined call to action and your content is clear, succinct and provokes a response.

Unsubscribes

If your unsubscribe rate is high, it’s time to take stock of the identity of your emails and consider a re-brand. If you aren’t offering something exciting, new and interesting in every email, your unsubscribe rate is going to rise as customers naturally become disengaged with repetition. Remember your delivery expectations - are meeting these or sending too many/too little emails? You need to keep to delivery expectations or you risk irritating your recipients.

Maintaining a healthy recipient list

A major part of analysis is always ensuring that your database is of the best possible quality. There are a number of measures that you can take to build a healthy database - check our section on building recipients. If you are looking to reinvigorate a stale old database, why not send out an opt-in email for your new, ultra special newsletter?

We hope that our Guide to Email Marketing Mastery has helped you get to grips with email marketing. Here's to some amazing results in the future!

Our Guide to Email Marketing Mastery 3. Constructing your Email

Constructing your email for email marketing mastery

For small and medium sized businesses, email marketing should be an integral part of any digital marketing strategy. We created our guide to email marketing mastery to give you a better grasp of the finer details and help you untap your business’s potential...

In part one of this series of articles we gave you an idea of the sort of thing that you should do before you begin your email marketing efforts and part two focussed on building your recipients. In this article we focus on physically constructing your email...

Once you are happy with your database and you have a good grasp of what your competitors are offering, its finally time to build your campaign. The look, feel and content of this depends entirely on your objectives and your voice.

Deciding on your objectives

What do you want to achieve from your email marketing efforts? Each campaign needs to be targeted with specific objectives in mind.

Crafting a great message

Whatever you write, whatever your voice, do it with a certain amount of soul. Make it personal. For your subscribers to read and engage with your email you need to be offering something of value that is specific to your niche. Spammy marketing messages which do nothing but big up numero uno will make subscribers feel unappreciated, disengaged and ultimately will not work. Every campaign should strengthen your relationship with your consumer. This means crafting content that is individual, specific to your industry and actually interesting; something that inspires sharing with their immediate network - thus advancing your reach.

Email structure & design

This depends completely on your brand, what you want to achieve, the amount of content you want to include and the expertise of your designer. For some campaigns, a simple design does the trick much better than some more intricate options - do some research and experiment with templates until you get something that you like, and then ask for peer feedback from your colleagues.

Email subjects and A/B testing

A great email subject should create intrigue and promise a benefit - leading to the best open rate possible. Concentrate on your industry rather than company and consider incorporating action into the title. With A/B testing you are able to try two separate email subjects on a small proportion of your database, with the rest receiving the email subject that has the best response from that small proportion. For example, you could test one benefit driven subject line such as “Get the Most out of Small Storage Space” alongside an industry driven subject line such as “Interior Design Insider News” - and the majority of your database would receive the winning combination.

Network integration

Your Social Networks, Website and Newsletter should all be integrated, so at the very least, make sure you have links to these included. How much content is shared across each channel and the amount of integration you have is up to you. A call to action leading to landing pages will be a key consideration in terms of analysis, and you need to decide how you are going to measure conversions, which again will vary depending on your objectives for the campaign.

Testing, times & dates

Testing is a vital measure before you launch any campaign in order to check links, proof copy and identify any possible coding issues. Loads of studies have been conducted into optimum time and dates for email campaigns; our suggestion is just to conduct your own! Test some major variations - consumers’ reactions vary hugely depending on the nature of your industry or even your brand. Discover for yourself when you get the best response. You may very well (or may not) be surprised.

That's all for part 3 of our Guide to Email Marketing Mastery - check our our fourth and final instalment "Analysing your Email Marketing Campaign".

Our Guide to Email Marketing Mastery 2. Building your Recipients

Guide to Building Your Email Marketing Recipients

Email marketing should be an integral part of any digital marketing strategy. We created our Guide to Email Marketing Mastery to give you a better grasp of the finer details and help you untap your business’s true potential...

In part one of this series of articles we gave you an idea of the sort of thing that you should do before you begin your email marketing efforts, outlined why it's still a relevant form of digital marketing and explained the legalities surrounding it. In this article we want to give you a good idea of the best practices for building your recipients...

No matter how hard your efforts, you aren’t going to get a positive response if you haven’t invested in building a healthy database of recipients. The best way to do this is to get people to sign up manually - that way they know who you are, what you offer and to some extent have a relationship with your brand before they receive your emails. However, if you decide to buy or rent a mailing list, legally you need to check with the supplier to ensure you have the right to use it for email marketing.

Gaining sign-ups

One of the simplest ways to grow your email list is on your website. If you have great blog content, include a link to sign-ups alongside the author. Use links to offers and giveaways that require sign-ups to take advantage of web hits, or create a free resource or tool such as an e-book. You can then promote these through your social channels, alongside other offers that require an email address submission. Create a call to action button for sign-ups at the top of your Facebook page or in messages within, or titles of, your YouTube content.

Getting yourself white-listed

Most renowned email providers work very hard to ensure your emails aren’t blocked by ISPs but to safeguard your content from spam filters and guarantee that you end up in the recipient's inbox you need to get yourself whitelisted. This essentially means that you want your customers to add your to their address book. Include a reminder at the top of each email, especially in the initial follow-up email, asking them to do this. Using advanced merge tags on Mailchimp to address your content specifically to the recipient, e.g. “Hello *|FNAME|*, is also a good measure to take and also adds to the personal aspect of your delivery, but this requires you already having first names on your database - so you may want to consider making names a mandatory section of your sign-up forms.

Set delivery expectations for recipients

As you build your recipient list you need to set expectations for the frequency of emails that you will be sending - and to retain subscribers, you need to stick to these. For example, if your subscribers are told that they are signing up for a monthly newsletter but instead send weekly marketing on your offers, you risk disengaging and even annoying them.

That's all for part 2 of our Guide to Email Marketing Mastery - check out part 3 "Constructing your Email"...

Our Guide to Email Marketing Mastery 1. Why Email Marketing?

EmailMarketingMasteryWhyEmailMarketing

For the right people, especially small and medium sized businesses, email marketing should be an integral part of any digital marketing strategy. But to master it and achieve your goals, campaigns need to venture beyond the point of build - deliver - repeat. That's why we created our guide to email marketing mastery - to give you a better grasp of the finer details and help you untap your business’s potential...

In this series of articles we will be looking at why you should consider adopting an email marketing strategy, how to sufficiently (and legally!) build a database of recipients, building a killer email template and how to analyse your results in order to constantly improve. This first article gives you an idea of what you should do before you begin and focusses on answering the question; why email marketing?...

Why you can’t ignore it...

While it might feel like an antiquated form of digital marketing when compared to the modern might of social media, email marketing is not to be overlooked. Why? It’s down to how we view our emails. While social networks are saturated with messages, we subconsciously consider our inbox as a place of solace, where the only messages available are ones that we’ve already given the thumbs up. That’s exactly the mindset you want your customers to be in when your brand to pops up. Just as important as design and content is bypassing spam filters and convincing recipients to add you to their safe-senders list.

Before you begin...

Before you get going with email marketing, there are few decisions that you need to make and some things that you should be aware of.

Legal points

UK marketing and advertising law states that forms of direct marketing must only be undertaken with the permission of customers. Emails must include who you are, that you are selling something, what promotions are included and any conditions. With every marketing email you must include the ability to opt out - customers have a legal right to stop their information being used for direct marketing.

Deciding on an email provider

This is really the subject of a whole other article. Each email provider offers different services and pricing models, each of which will have separate appeals depending on the frequency of your emails and the size of your database. A firm favourite Mailchimp, for example, offers free emails for a list of 500 or less names - but for a recipient list of 10,000 you are looking at paying around £65/£70 a month. Remember there are other options, and whatever you opt for, make sure you do your research beforehand.

Competitor analysis

Before you get going, you want to see what others in your industry are doing. The simplest way to conduct competitor/industry analysis is by signing up for five or six different emails - although its probably best you don’t use your work email. When you receive them, compile them together in a folder and list their strengths and weaknesses - things to consider include the arrival time, the subject line, the design and the content itself. A great way to get an idea of what themes your competitors are tapping into is to brainstorm the major terms and keywords that are shared across board.

That's all for part 1 of our Guide to Email Marketing Mastery - check out part 2 "Building your Recipients"!

Social Media and the News: What does your News-feed you?

Social Media and the News - Giraffe Social Media ask the question "What does your News-feed you?"

Have you ever stopped to think what kind of news is coming up on your social media?

It’s been made clear in the past that misleading headlines can have a huge impact on us; not just on whether we do or don’t decide to read more on a subject, but also how we read and how we feel about a subject as a result of it. The semantics alone are enough to affect us subconsciously. We should be aware of the kind of messages that we expose ourselves too...

The average person now spends around an hour and forty minutes on social media a day. As a nation most of us are well aware of the influence that media has on us - now the influence of social media has also become very real and tangible. Like a great deal many things in our now tech-heavy lifestyle, social media has had a huge impact on many aspects of our lives, and not least the kind of news stories that we are exposed to.

Breaking News and Social Networks

Social media deserves to be given it’s due when it comes to news. The rate at which information can be spread globally on networks is utterly unsurpassable by other, traditional news outlets. Social media has the ability to inspire both online and real-life conversations, so breaking news can reach even those who aren’t active users by influencing those who are and encouraging them to share it with their immediate peers.

Consider some of the biggest news stories of the last decade - the discovery of ice on Mars, the Aurora movie shooting, the death of Michael Jackson - all of these stories broke and were spread globally in a matter of moments due to social media.

Comment and Opinion on Social Media

Perhaps one of the main reasons why more and more people are looking to social networking as a primary resource for news is down to the reactionary opportunities that these platforms provide. While not all stories are enough provoke a response from everyone, as soon as they are exposed to something they deem important, users want to be able to actively participate in responding to it. They want to be ‘part of the story’ as it were.

Social platforms are a unique mix of information, entertainment and communication. Users are fully aware of each network’s capabilities and because of this, when presented with information that resonates with them, they are no longer content to be a member of a passive audience. Consider the Paris attacks. BBC news have usefully put together this handy article on exactly how it all unfolded on Social Media. This is a perfect example of how social media users became instrumental in the unfolding of a news event.

This kind of user involvement is called Prosumerism, a theory that dictates that people are now not merely consuming information, but contributing to it. At any rate, social media has created a stage for any Tom, Dick or Harry to become a fully-fledged current affairs commentator. In the grand scheme of things this can only be good news for free speech and better understanding among the global community, but it’s the dissemination of quality information from the deceptive that represents the biggest challenge.

Messages can become Confused and Distorted

The problem with this style of communication of information is our human tendency to forget to look at the bigger picture. We can’t help it - it’s in our nature. If something moves us to respond in a certain way we go ahead and do that because we care about that particular thing. Getting passionate about something needn’t always be negative but we can all benefit from double checking our sources (and in the case of social media, our sources’ sources) otherwise messages can become confused and distorted.

Our social networks could have a far better impact on our lives and eventually serve a much bigger purpose if we all took those steps. And let’s note that it isn’t enough to be passive towards ignorant or misguided views on social networking - we all have a duty to call that out. For more on that check out our article on how social media could change the world.

The Issue with Trending News

Trending news is based on what others deem as important. Computers recognise that more-or-less by registering the amount of attention a link has commanded. So it stands to reason that not everything that has been recognised as “deemed as important” has actually been deemed as important by anybody. Thankfully algorithm’s are constantly being worked on to try and improve user experience, but you really don’t have to look far before something ludicrous has popped up.

Trending news can be both a blessing and a curse, depending on the strength of a clickbait writer’s capacity for misdirection. That little bar on the right-hand side of Facebook, and also Twitter’s ‘Moments’ tab, can help users to discover seriously newsworthy articles - but if you're not careful they can also end up making your news feed look more like a cattle trough full of manure.

Working Towards More Reputable News on Social Media

Misleading news articles and sensationalist headlines simply aren’t the sort of messages that you should allow yourself to be exposed to - so how do we deal with it? For starters, try to be savvy with recognising the semantics of titles. What kind of response are the words used trying to get from you? For example, if something says “This happened, and you probably didn’t even know about it…” it could be guilt or anger, depending on the nature of the supposed thing that happened. If you’re aware of it you can then read knowing you won’t accidentally feel it.

Check the sources. Facebook has data - lots of it. So much that it can be difficult for them to know what really is good news content and what’s plain viral rubbish. Be willing to give Facebook feedback about viral posts. If enough people let them know that something isn’t worthy to be considered trending then that will eventually rank lower in other people's feeds.

If you really want to help work towards encouraging more reputable news on Social Media, then you need to be active. Curate reliable news sources. Encourage people to share newsworthy, engaging content from trustworthy websites. Call out the inappropriate and downright ludicrous. And always ensure you’ve understood the bigger picture.

Why DC Comics need to learn how to Google

Superman and Wonder Woman Figures with Blog Title

DC Comics have recently been called out on Social Media for their sheer inability to perform a basic Google search. The US comic book publisher has (rightfully) come under a barrage of tweets due to an Editor’s note describing speech as ‘translated from Pakistanian’.

Throughout history there has always been something of a feud between two of the best comic book creators, Marvel and DC Comics. Now, up from the depths of the post-apocalyptic murk a victor has arisen. It’s Marvel. And it’s not just because they are way more awesome - it’s because their counterpart don’t quite seem to get the point of editing…

A bit of background...

Just in case you haven’t quite heard what happened yet, here’s a little bit of background. Unsaid is the title of the second story inside Superman/Wonder Woman Annual #2, released December 30th 2015. In it an evil demigod named Dichara has stolen some mentally powerful Amazonian weaponry and is terrorising the poor people of Shimshal, Pakistan. As you would probably imagine, these people aren’t speaking English. So, as is customary in comic books, their speech is written in English and placed between chevrons and an Editor's note added, like so...

Superman/Wonder Woman Annual #2 Pakistanian mishap

As you can see an Editor’s note has indeed been added to the bottom left of the image to stop any confusion, clearly stating that the speech is “all translated from Pakistanian -- ED”. But hang on, something about that doesn’t sound quite right does it? No matter how little you have had to do with the country, you too probably share the same concern that Pakistanian may very well not be a language at all. And you’d be correct in thinking that..

The most common languages in the country include English, Punjabi, Sindhi, Pashtu, Balochi and the national language Urdu. In fact, Pakistan has over 300 different dialects spoken within its borders. Pakistanian is not one of them.

Let’s be fair to DC Comics… Wouldn't that rate of factual accuracy require a considerable amount of research?

The same thought crossed our mind for a fleeting moment. However, it turns out that a single Google search would have sufficed - see below...

Google search results to official language of Pakistan

What’s so difficult to believe is that this note managed to make it to print without a single alarm bell ringing inside anybody’s head. Not even that of the Editor who, amongst other things, is usually expected to edit… But maybe we are being too harsh on them. After all, perhaps they did do their research but had an issue while trying to translate the word ‘Urdu’ into American.

Social Media didn't like it very much...

The editorial faux-pas has been openly mocked across social networks by both genuinely offended people and the inevitable trolls, some of which make fantastic reading if you have a few moments to spare - check out the Guardian’s more in depth article here. The issue shot to Social significance after Pakistani writer Khaver Siddiqi tweeted a picture of it accompanied by these words...

“Here’s why @Marvel is winning over @DCComics - the latter thinks we speak Pakistanian. h/t
@takhalus

Siddiqi later commented on the issue saying “it makes it all the more funny that they decided to set the scene in a place even I, as a Pakistani, had to look up on Google. But they couldn’t perform a simple Google search for the language.

A final editorial note…

On their website the relationship between the two superheroes in the annual is described as an ‘...epic tale that recounts the most dangerous love story of all.’ One can only imagine that the danger they speak of is ignorance erring on the side of casual racism.

2016 New Year’s Resolutions every Social Media Marketer should have

Rural Street scene with blog title

“New Year, New You, New Social Media.”

That’s a motto that small businesses should look to as 2015 draws to a close. The reason? Social media marketing is the perfect way to put you on the map and help get more people advocating your brand. Whether you are a brand new startup looking to take on the world in 2016, a Social Media Marketer who manages a selection of accounts, or an established company who has fallen into bad habits, you should always be working to improve your efforts...

2015 has been the year that advertisers have finally caught on and reallocated serious percentages of their advertising budgets to social networks like Facebook, Twitter and YouTube. The reason? The networks have finally cottoned on to what big brands want from ad channels and developed with these in mind. A perfect example is Facebook introducing TRP buying during ad week to help persuade TV buyers to boost their TV campaigns with Facebook video ads.

In this article released in September Facebook announced that the number of active advertisers on the network had grown by 25% since February. As this growth continues into 2016, Social Media Marketers need to work extra hard to overcome challenges, improve grey areas and ultimately exceed expectations with results.

Why social media?

Social media is the perfect avenue for the digital marketing of your business as far as active promotion, evolutionary market research and targeted advertising is concerned.

It allows you to build a network of real people who actively advocate your brand, and is unparalleled as far as targeted advertising is concerned. It gives you the opportunity to understand your market and grow with their needs in mind. But it takes time, effort and a willingness to listen to your audience.

Social media is constantly evolving - so even the most skilled Social Media Marketer needs to be always finding ways to improve…

Increase your response time

Social Media is an undeniably useful place to talk to your consumers and garner priceless market research, yet a shocking number of companies and Social Media Marketers don’t bother to follow up a considerable amount of queries via messages or allow public posts on their pages.

2016 is the perfect chance to make a new start and to turn this attitude around. Millennials want to advocate brands that allow them to have a voice, so make sure that you give them that privilege and you will naturally allow your network more free reign to grow.

Just do more video

This one is simple and important if you really want to succeed in 2016. Video content has become a massively important aspect to command the attention of users on social media. Video is generally received far better than other types of content. Obviously creating video content can also take more effort, but once you do so you will soon see how worth it it is.

From well-produced, professional YouTube content to amateur vlogs around your industry, Vine clips to live streaming on Periscope, if you want one simple resolution for big results, just do more video.

Make it a target to stop posting content for content's sake and make it all count

Now more than ever brands are learning the value of balancing quality and quantity. Often the most successful campaigns aren't over-zealous with their posting. With that in mind, the importance of sticking to a plan isn’t to be underestimated. Therefore, try to maximise the quality of your posts within your self-determined time frames.

Go past your Social Media calendar and get topical

Having a good-quality posting schedule can really help you ensure that you are up to date, and provide a steady stream of quality content for your followers. However, this year is your chance to go above and beyond that.

Social media moves quickly and everything is relevant to the here and now. If you want to command some proper results in 2016, make it a resolution to move with it. Alongside your normal content, get creating extra content that reflects what is happening and the join in with the biggest conversations across social media.

Analyse your data and pan your content in response to it

This is your chance to start paying attention to what does well and what connects with your audience. Once you begin to understand what is (and almost more importantly, what isn’t) being received well and being engaged with, you can take these trends and use them as a basis for future campaigns.

Have your Social Media go off with a bang this New Year’s Eve

Fireworks in the sky with blog title

As any Social Media Master will tell you, real-world trends are a proper treat for racking up engagement on your Social channels. That should be no different for New Year’s Eve. After the fast-paced stress of the festive season the year passes by into a fond memory, so it’s easy to get caught up in it all and let it pass you by without a second thought...

But not this year. New Year's Eve is a perfect opportunity for your brand to inspire your fans, and this year is yours to command some serious engagement and see some real results…

New Year's Eve is a time of fun, fireworks and fiesta. A considerable amount of people take to Social Media at midnight to wish their friends and family all the best for the year ahead, so your audience should, in theory, already be there. However, you have to work extra hard to get people to notice you and New Year’s promotions can also be difficult because your promotion window is very limited.

If you want to ensure that your posts are successful it’s a good idea to be as giving as possible. Around New Year's Eve, people are adrenaline-fueled with little to no attention span. You therefore need to be offering your audience something truly specific and exclusive and make it crystal clear that it is limited to that point in time.

Here are some ideas for social media marketing that could help your New Year's Eve go off with a bang…

Get your users photo sharing

If you are a business such as a bar or restaurant holding a New Year's party, why not integrate your deals with your social media in order to promote some user generated content. You could do this by asking customers to share photos with a specific hashtag in exchange for free drinks or offers. This will help expand the reach of your promotions to a new level.

Look back to look forward

This one can be difficult, but if you have a great following of brand-dedicated users then it can be a great way to promote engagement. Ask your followers to share their stories from the past year. Specificity is the key to getting this right - don’t just ask any old thing, make sure it ties in with your brand. For example, you could be a wedding planner asking for people to share their engagement stories in exchange for a discount on your service next year.

New Year’s resolutions

Everybody has one, not everybody wants to talk about them. New Year's resolutions are great news for health and fitness brands - why not get people sharing theirs in exchange for a January discount or a free trial week? Alternatively, if you’ve got a fun voice on your Social Media, get people sharing anti-resolutions such as realistic resolutions or things they definitely won’t be giving up.

New Year’s day engagement

Remember that exclusivity we mentioned earlier? Why not offer something that is exclusively available for the first few hours of 2016!? Promote it in the run up and see the benefits when Big Ben strikes.

Why brands need to be more human on Social Media

man facing away from camera with blog title

Promoting brand advocacy on social media is key to unlocking each network’s maximum digital marketing potential. It’s what social media experts have been saying all along - shouting about your brand doesn’t work anymore, to get results you need to engage with real people at a human level and get them to trust your brand so that your network will grow organically.

Social Media is about being social. It was made by humans for humans. So to win, you need to be human. And the last time we checked, humans were far better at that than brands.

Unless you are a digital marketing master, the concept of social media marketing can feel like a frustrating concept to grasp if you get lost in all the terminology. This can be especially true for start-ups as gaining real support from real people is a major factor to success during the process.

If you get to feeling like this is a game purely for pinstriped CEOs to shout about on LinkedIn, you're looking in the wrong place. Millennials know social media. Millennials and social networks grew up together. They went to nursery at the same time. It was around the same point that they both started to find their place in the world. They have made mistakes and grown alongside each other. So it stands to reason that if Millennials suddenly get scared of Social Media just because their brands are involved, they are going to fall out of favour with one another.

Truth is that the point of social media for brands is simple and doesn’t need overthinking. Regardless of whether your ultimate aim is to promote sales or gain investment, your pages simply won’t grow if you don’t make people want to engage with you. Millennials are completely aware of what’s advertising and what isn’t, and they are less likely to trust a brand that doesn’t feel authentic.

The reason why many social marketing efforts fail? They forget that their audience is no longer a faceless mass called “the public”. It’s one guy.

Let’s backtrack for a second. While it’s true that the purpose of social media marketing is perfectly simple and shouldn’t be over-complicated, the execution of social media marketing campaigns require major consideration. Firstly, your audience. It’s not a case of just saying “current social followers” or “target audience - young persons, 16-25.” When you define your audience you need to consider their likes, dislikes, what they consider important, what they look to social media for, where they are from, how much money they have etc., etc.

It’s this specific targeting that will get right to the people who you want to be an advocate for your brand. Social Media is the perfect platform for targeting your advertisements - but remember that authenticity is the key to attracting Millennials, and most wouldn’t consider themselves swayed by advertising. So once you’ve worked out who your audience are, to get them to trust or even like your brand, you need to be human.

Let's put it this way - A good social media manager is a professional confidence trickster.

When brands engage with humans on a human level Millennials are 62% more likely to engage with them. You need a voice. If you don’t think a humorous style or friendly manner fits with your brand, if you’d rather be posting testimonials and constantly plugging deals, then our sincerest apologies but you may as well not bother. It doesn’t work. If you want results you need to transform your social media from passive-megaphone to active-telephone.

Social networking can be such a massive influence on growing word-of-mouth PR. It’s those human conversations between friends that will encourage users to trust your brand, encourage brand advocacy and ultimately elevate your network to new heights.

“That’s all well and good. But I need leads - not followers.”

You quantify success of marketing campaigns through leads - understandable. But consider this – 60% of Millennials are brand loyal and incredibly willing to share their experiences with others. It’s that growth that is active, continual and completely priceless.

Social media is about reaching out to people who don’t necessarily need your services or product right now and getting them to love your brand so that they will remember you when they do require them. That’s why brands need to be more human on social media.

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You can use the following information to get in touch

Name: Giraffe Social Media
Phone: 02392 819051
Skype: GiraffeSM
Address: Unit 3, 373/375 Old Commercial Road, Portsmouth, Hampshire, PO1 4QG