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Social media influence tips
A collection of top tips to boost your social media effectiveness
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Three Ways to Plan a Social Media Whisper Campaign | Splash Media

Three Ways to Plan a Social Media Whisper Campaign | Splash Media | Social media influence tips | Scoop.it
A social media whisper campaign is traditionally a method of persuasion in which damaging rumors are spread about the target. For example, you may have heard about a little conflict last year between Google and Facebook, in which a major PR firm was hired to spread negative information about Google.

But did you know that there are positive, ethical ways to orchestrate a social media whisper campaign? Here are three methods of getting people talking about a company’s product/services in a good way:

Tease a new product or services offering by asking your employees to use their own social media networks. For example, a car dealership could ask members of its sales staff to tweet, “Big things coming from ABC Auto next week. You won’t want to miss this!”Send samples of your product to customers and request that they post about them. Just make sure the recipients are transparent about getting the product for free. For example, a cosmetics company could send 100 of their new lipsticks out to 100 customers, and request that they post on Facebook about their experience: “ABC Cosmetics sent me a free lipstick last week! I’ve never had a color stay on for so long.”Ask your customers to share pictures of your product or a snapshot of themselves at your company’s location. Social media is all about interaction and engagement, so seeking feedback about every aspect of your organization is vital. A dentist’s office could encourage patients to post pictures on the company Facebook page of their “post-cleaning grin.” Again, full transparency is crucial – there is no shame in requesting endorsement or engagement. Just be up front about it.

When planning a social media whisper campaign for your company, consider asking users to tease to your new releases and share their experience using your products or services. Be honest about your promotional intentions and be sure to thank users for their participation. And like anything in social media, have fun!
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10 Twitter questions answered

10 Twitter questions answered | Social media influence tips | Scoop.it

The 10 Most Important Questions I get Asked About Twitter

Below is a great article by Jeff Bullas on his blog (click on the headline for the full article)

 

Twitter is a complete mystery to a lot of people. Twitter in fact was never meant to be a social networking site according to its founders.

It was initially created as an internal messaging system in 2006 for the pod casting company Odeo in 2006 and broke through into public conciousness in 2007 after winning an award at the SXSW conference.

It has now evolved into world wide real time messaging system on steroids.

Who Uses Twitter?

Twitter is used for a wide variety of online activities by different groups and individuals including:

Journalists use it for monitoring politicians and celebritiesCompanies use it for breaking news in real timeMarketers use it to create buzz about brandsBloggers use it to promote their blogs

So why did I start using Twitter and what have I learnt since sending my first tweet? Here are my responses to questions I have been asked in interviews over the last 12 months.

The 10 Most Important Questions I get Asked About Twitter

1. When did you set up your Twitter account? Do you remember why you did it?

I set up my account in December 2008 after stumbling upon conversations about Twitter on blogs I was reading. It seemed a curiosity at the time with some potential so I started playing for a few months until I discovered its marketing power in March 2009 when I started my blog

2. Do you have your own Twitter strategy?

My strategy is quite focused

I use it primarily to promote and distribute my blog posts to a targeted audience globallyEngage and have conversations with people on Twitter both publicly and privately on the DM channelFor networking with people both online and offline

3. How should marketers use Twitter? Any tips or tricks that work for you?

Know who your targeted audience is and follow them. The secret etiquette of Twitter is that a lot of people will reciprocate and follow you back. Tools that I have found effective for doing this are Twellow.com and Tweepi.comCreate great content on your blog and tweet it to that audienceI use Twitter as a tool to automate the distribution of my archived articles from my blog. Each post is broadcast once every 6 days. Some people don’t like agree with this strategy but Twitter is a tool and I use its reach to market my blog and with 65,000 Twitter followers it is very effective marketing tool.The secret is to not only build a a large quantity of followers but also targeted quality followers.

4. Why do you think people are following you? Is it because you are popular in your field or it is more about the way you are using Twitter?

I believe the reason that people follow me is because of the content I create on my blog which I then promote by tweeting. This has now created such momentum after 2 years of concentrated effort that 3,000 to 4,000 new followers join every month.

5. What are the main lessons you are usually teaching your clients when it comes to Twitter? What are your observations – do they know how to use it successfully?

For most people Twitter is a mystery. I treat it as networking channel on steroids. The main lessons are

Know your audience and provide information that they need by listening to their feedbackGet clear on your goals for Twitter. Eg increase followers, drive traffic to my blog and create new contacts that I can meet in person that create business opportunities such as speaking engagements and consultingUnderstand it also can be a great personal branding platform in conjunction with a blog

6. Do you think that Twitter is a “magical marketing tool”? Or is it a new way of communication that we need to learn how to use?

For me it has seemed magic because I don’t know of any other tool that can get your message out so quickly. It also can seem magical because for most people it is new and exciting. In essence though it is a new way of communicating and marketing that needs to be learned with its own strange vocabulary and quirks including #Tags, DM, and @

7. Can you be influential on-line if you are not doing something substantial off-line?

Online influence can be created without being an offline somebody. There are many influential people on Twitter because they learnt the art of creating online influence. A great tool for measuring this influence is Klout.com What I am experiencing is that online influence can become significant in real life and people start seeking you out for speaking, interviews, and business opportunities.

8. Does Twitter help you to “sell” yourself and to promote your services?

The short answer is ‘Yes’ but to elaborate it opens doors to paid Keynote speaking engagements, consulting and workshops.

In combination with my blog which is my name as a domain name (jeffbullas.com), it has created a very synergistic personal branding platform. What is also important is that my Twitter handle “jeffbullas” is consistent with my blogs name. It is important to have congruent branding across multiple online properties.

9. Have you got a special Twitter story? Something that you still remember and makes you smile/laugh/cry/angry?

I remember being contacted by Scott Monty the Global Social Media Director for Ford about a positive article I had tweeted about Ford and that they had picked up with their Twitter monitoring tools. It surprised me that my little Tweet had been sifted from the ‘noise’ on the web that has led to us now becoming Twitter friends and communicating regularly via Twitter. I don’t know of any other free marketing social media tool that could have achieved the same result in that space of time.

10. Tell us what “success on Twitter” means to you?

Success on Twitter is to be able make a difference by putting educational and original content into the Twitter torrent and to influence a global audience one tweet at a time. It has continued to surprise me with its reach and immediacy.

It has contributed significantly to making my blog a success in just over 2 years with readers to jeffbullas.com now numbering over 140,000 per month in 190 countries.
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Facebook #1 Social Network In 127 Countries -

Facebook #1 Social Network In 127 Countries - | Social media influence tips | Scoop.it

A great article on global social media usage. Some wonderful charts and a good breakdown for countries. A must read for any global communicator or marketer.

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Healthcare Blogging 101: How A Blog Can Help You Engage Online

Healthcare Blogging 101: How A Blog Can Help You Engage Online | Social media influence tips | Scoop.it

Great article by on Healthcare Blogging 101 by Angela Dunn @blogbrevity How to: healthcare physician hospital blog, engage online medical consumers, patients.

Click on the headline to read more.

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Choosing the right social media platforms for pharma

Choosing the right social media platforms for pharma | Social media influence tips | Scoop.it
Most pharma marketers are fully aware of social media; they just struggle understanding its application to their brands. Often corporate governance and lack of senior level belief in social media hinder any uptake by brands to really engage with their customers and use social to complement their other marketing activities.

With new social media tools appearing all the time there is a challenge not only decide what each platform can do, but trying apply it to pharma marketing (the picture an amusing view of most common platforms). A year ago was a world without google+, which according to recent announcements your participation will be increasing your search engine rankings.

With the rapid evolution of social media, reviewing the social landscape regularly should be an important process to see how it could be used to optimise your brand plans. Use of social media for “the sake of it”, overall tends to be a poor investment (you might actually get lucky and engage customers), instead social should form part of your long-term brands strategic thinking. Gaining customer insights, engaging customers and empowering advocates are the key outcomes for most brand plans, and social media can provide a cost effective solution.

 

Understanding your customers online behaviours can provide you with direction on where your brand should be. I often hear “do doctors really use social media?” Sometimes pharma marketers forget that doctors are also members of the public, which participate in social platforms like any other person in society. Given their socio economic status, in fact they are more likely to have smart phone and ipads.
Creating social media “embassies” around your brand provides an opportunity that should not be overlooked. Whether you like it or not your brand is being talked about in social media, so your choice to participate can dramatically affect the influence you can have on these conversations.

 

Below are 20 social media stats that show how active social media is within society (for full article on these stats click on the headline).

 

1. One in every nine people on Earth is on Facebook ( This number is calculated by dividing the planets 6.94 billion people by Facebook’s 750 million users)
2. People spend 700 billion minutes per month on Facebook
3. Each Facebook user spends on average 15 hours and 33 minutes a month on the site
4. More than 250 million people access Facebook through their mobile devices
5. More than 2.5 million websites have integrated with Facebook
6. 30 billion pieces of content is shared on Facebook each month
7. 300,000 users helped translate Facebook into 70 languages
8. People on Facebook install 20 million “Apps” every day
9. YouTube has 490 million unique users who visit every month (as of February 2011)
10. YouTube generates 92 billion page views per month (These YouTube stats don’t include videos viewed on phones and embedded in websites)
11. Users on YouTube spend a total of 2.9 billion hours per month (326,294 years)
12. Wikipedia hosts 17 million articles
13. Wikipedia authors total over 91,000 contributors
14. People upload 3,000 images to Flickr (the photo sharing social media site) every minute
15. Flickr hosts over 5 billion images
16. 190 million average Tweets per day occur on Twitter (May 2011)
17. Twitter is handling 1.6 billion queries per day
18. Twitter is adding nearly 500,000 users a day
19. Google+ has more than 25 million users
20. Google+ was the fastest social network to reach 10 million users at 16 days (Twitter took 780 days and Facebook 852 days)

 

The power of social media is not going to go away, but it will increase in importance (for customers and by association marketers). Deciding how, when and where to use social should be a critical part of your brand plan.

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Introducing the Content Quality Quotient | Social Media Today

Introducing the Content Quality Quotient | Social Media Today | Social media influence tips | Scoop.it

A great article by Dave Slovin to improve your content. (click on the headline for full article)

 

Is your content the cream of the crop, or crap?

I’ve seen a lot of online discussion recently about the quality of the content that we’re including in our websites, blogs, and other communications. Is it educational? Does it speak to the right audience? Does it speak English?

When a friend asked me last week to comment on his new website copy, I pulled out a list of criteria that I’ve been using for a few years and got to work. After ripping apart his website (sorry), I realized that this list was a good tool for anyone to use when evaluating pretty much any content.

Since I’m in marketing, it needed a cute name. So here it is – the Content Quality Quotient, or CQQ for short. Here’s how it works. Review an example of your content (blog, white paper, article, presentation, etc.). Then read the following ten statements, responding to each with True or False.

The content addresses a broader topic or issue than my specific services cover.A reader (or participant) will understand the point of the content within the first 5 seconds, and derive some value within 30 seconds.A typical client will understand this, meaning it’s not too technical.If someone read this and didn’t become my client, that person would still derive some business or personal value.A reader would be perceived as helpful when forwarding this to a friend or peer.None of these sales words appear – sign up, act now, offer ends, price, features and benefits, credit cards accepted.Other than maybe a small logo or boiler plate (bio at the end), my firm’s name does not appear in the main content.There is at least one client quote for each firm associate quote.My competitors’ services would also apply equally well to this topic.A reader will likely have comments or questions worth sharing with others, other than, “Where do I buy?”

CQQ Scoring Guide

If you answered False to any one of these statements, time to start looking for a new job. Just kidding... Every business situation is different, so use these guidelines as a starting point. Add or change and store the combined list as your firm’s own CQQ. Before you publish content in the future, make it someone’s responsibility to check it against the CQQ as a standard part of the content creation process.

Act Now - Huge Features and Benefits

When you develop and use your own CQQ, the quality of your content will improve. You will find that prospective clients are more interested in your blogs and newsletters. Editors will return your phone calls about publishing articles. You’ll be invited to speak at conferences and host panel discussions. Oh, and people will want to use your firm you because you add value. Imagine that – sell more by selling less.

If you can’t measure it, don’t do it.
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We Are Social's Guide to Social, Digital and Mobile Around the Worl...

We Are Social's Guide to Social, Digital and Mobile Around the Worl... | Social media influence tips | Scoop.it

Is digital a viable channel to my customers? With global population of 6.8 billion how much of this audience is viable to get to? According stats 52% of people live in urban locations, there is a 30% internet penetration and 22% of the world is social networking. Now for a stat that should really make you pay attention, globally there are 5.86 billion mobile subscribers globally. A whopping 86% of the global population has a mobile phone.

Some impressive figures, but marketing is all about targeting specific demographics in the populations. In North America internet penetration has reached 77%, 50% of the population use social networks and there are more mobile phones than people (please note by mobile we do not mean “smart phone”). We need to drill deeper and deeper into our data to target specific customer profiles. For healthcare brands trying to target elderly patients, if you’re customers aren’t accessing the internet for information there is a high probability that a close family member will being doing it for them.

What can we conclude from this data?

 

1. Your customer have access to digital channels

2. Mobile marketing could provide a powerful tool for your communications

3. High mobile usage means that your websites should be optimised for mobile access

4. Social media means that your customers are becoming increasingly connected

 

Used well digital, communication is powerful tool for your brand in all markets. The internet has provided your customers with instant access to a wealth of free information. They expect to find information on your products and services, and more importantly, whether you like it or not they will talk about you (positively or negatively).

Digital can be a powerful channel for any marketer in any industry sector. In isolation, it can be effective but in combination with other channels, it can be used to amplify the rest of your marketing mix.

Click on the headline for more interesting stats on digital penetration and the full regional breakdown data.

 

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Break Down Marketing Silos Now: Build Engagement With Cross-Channel Marketing : MarketingProfs Article

Break Down Marketing Silos Now: Build Engagement With Cross-Channel Marketing : MarketingProfs Article | Social media influence tips | Scoop.it
Digital and social media are a channel to communicate with your customer. Like most channels, they work best when integrated seamlessly to give the customer a continuous engaging experience. From a marketing point of view, moving a customer up the “ladder of adoption” to increase usage of your product is what it is all about. Offline activities can be amplified online and online activities can drive calls to actions, we just need to understand how we can leverage our activities and embrace integration. If you want to dramatically increase your social media influence you have to think about all your actions and how you can use them to drive social media discussion and engagement.

 

Below is a great article written by Rob Pearson (click on headline for the full original). It looks at some of the steps you need to take to make integration of channels possible.

 

Marketers have a tough job! No juggler's job has ever been as tough. With 13 or so online marketing channels (and just as many offline), the job of cross-channel marketing is difficult. But creating a successful cross-channel marketing organization is possible.

Building a strategy and organization to implement cross-channel marketing usually requires changes in the following:

Marketing strategy and tacticsOrganizational structureTeam skillsIndividual channel manager skillsTechnology and tools

That list may seem overwhelming, but don't stop reading. You can minimize those barriers and build a cross-channel marketing force with greater focus, impact, and alignment.

Building a cross-channel marketing organization requires three processes:

Creating a cross-channel marketing strategy. Create an overarching marketing strategy that aligns with your company's strategic objectives.Integrating cross-channel activity. Create a single point of integration for all your online channels.Measuring a common cross-channel metric. Use of a common metric allows comparison among all channels and campaigns.

1. Create a cross-channel marketing strategy

Many marketing departments transformed their online marketing processes the same way: With each new online marketing technology, they added a new marketing manager, tactic, skill set, and channel-specific metrics. That has created marketing departments with strategies, tactics, and metrics that aren't aligned. Each channel is doing what it thinks it does best, but that may not be what's best for the company strategy.

To build a marketing strategy that aligns all channels and supports the company's strategic objectives, you must first identify your company's strategic themes. Whether you know them explicitly or not, most companies have two (and not more than three) strategic themes, which are complementary.

The following are a few common strategic themes for all organizations:

Build the brand.Be cost effective.Strive for customer intimacy.Be a leading edge innovator.Expand the franchise.Focus on the niche.

Each strategic theme requires a unique portfolio of channels and campaigns.

Marketing is a competitive battle; and as in any battle, you make the greatest impact by aligning and focusing your forces. Just as Hitler and Napoleon found out, despite their initial success, when you don't align your forces and you spread them too thinly, you lose big.

For example, if your company's strategy theme is selling leading-edge technology to teens concerned with style and social status, you need to focus on a teen style-message via Twitter, Facebook, and a "cool" website. If you are a B2B with a long sales cycle and decision process, you should create deep information assets available via webinars, LinkedIn groups, whitepapers, and forums on a deep website.

Each member of your cross-channel portfolio should reinforce the other members by contributing its own counterbalancing set of risks and rewards. Allocating channel resources according to your company's strategic themes makes it easier to decide how to set budgets. Viewing your marketing mix as a portfolio of channel and campaign resources makes it easier to allocate resources while keeping the same organizational structure, people, and skill sets.
What you must add are overarching meetings to align channels and campaigns so they reinforce each other.

But you'll still need a way to integrate all your cross-channel activity and bring together all your online marketing.

2. Integrate cross-channel activity

Having a single point of integration brings all your marketing results together in one location. The right technology for integrating cross-channel tactics will allow you to keep your current teams and skills while tracking all your online marketing results, even if they are from disparate systems.

The easiest and most effective way to do that is to bring all online marketing conversions back to the website. Make the results from email, marketing automation, social campaigns, and webinars culminate in a website conversion.

For example, each social event, webinar, and email campaign should be tied to a campaign code and landing page. To track those conversions, customize Google Analytics or use a Web content management system. Some of those systems can even track people or their businesses via specific channels and campaigns.

Even when you use a Web content management system to integrate all your results, you still face the problem of comparing results from different channels and campaigns. Some experts have estimated that it would take 47 metrics to monitor the 13 or so online marketing channels. How can you compare your channels using so many metrics? You can't. You need a newer, easier-to-use metric.

3. Measure a common cross-channel metric (engagement value)

What you need is a metric that measures how engaged visitors are, no matter which channel they use. You need something that measures engagement the same way engagement in human relationships would be measured. As human relations build, they usually go through four steps:

AttractionCommunicationTrustCommitment

The current Web analytics measure attraction. You can attract any visitor to your website, and get her to look at pages and download assets. But she still might not be engaged.

Engagement begins at the next step, when communication takes place. By definition, "communication" requires a two-way transfer of information. Downloading whitepapers doesn't count. You and your visitor must exchange information. At the lowest level, that exchange includes her website address and your newsletter. A higher level of communication—such as requesting a quote from a B2B business—might also require a higher level of trust. A quote, for example, requires both sides to share budgets, timeframes, and specifications. For a nonprofit, that higher level of communication might be receiving a donation or gaining members.

Once communication and trust build to a high-enough level, commitment will form. Commitment is the intent to create a purchase or build a long-term relationship. For a website, commitment could be shown via a request for a live demo, a request for a salesperson to call, or a sales order. For a nonprofit website, commitment might be an offer to volunteer for a task or attend a meeting.

Measure each of those transaction points on your website not with a single point, as most conversions are given, but rather with a value placed on each transaction that depends on the level of engagement. For example:

The numeric value of those points isn't important. What is important is the ratio between the values.

By tracking the accumulation of those Engagement Value Points for each marketing channel, each campaign, or each asset, you can easily identify the marketing that adds value. When you know the value attributed to each channel, you know which one produces the greatest return to the business. When you know the value attributed to each campaign, you know which campaigns, no matter the type, produced the greatest results.

Some Web content management software will even allow you to track the value attributed to specific people or all the people within the same company. That gives you insight into how engaged they are and when they might purchase.

At that point, you know the portfolio of marketing channels and campaigns needed for your company strategy. With engagement analytics, you have a common measure that lets you compare the effectiveness of different channels and campaigns. Now it's up to your creativity to put the power of that marketing machine to work.
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Social media calls to action

Social media calls to action | Social media influence tips | Scoop.it

Below is a great article from Brad Friedman on Social Media Tips to do in the New Year (click on headline for full article). There are quite a few good points. The one I would like to highlight in particular is "including a call to action". Influencing and changing behaviour via marketing is all about encouraging a call to action, whatever the channel or communication. Social media should include a “call to action” but can be the perfect call to action for other marketing activities. Let us consider why…

 

Social media being digital is measurable and can provide an insight into your customers by how they interact. Driving customers into social media as a call to action not only enables your next engagement with your customer but provides a means of measurement. To understand what call to action you should get your customers to take then you need to answer two questions:

 

1.  What is the desired behaviour I want from the customer?

2.  Why would the customer want to do those behaviours?

 

Marketing is being reshaped with the rise of behavioural economics and psychology, as they can help us provide answers to the second question. Traditionally marketing has answered question 2 by market research, asking the customer. While still important, what is surprising is that customers do not really know why they make their decisions or have distorted view on why they do. Marketing research often only identifies customer assumptions rather than looking at the real behavioural drivers.

 

This blog will reveal over time some of the behavioural factors within society that you can use within your communication. Our lives are influenced by a series of cognitive biases that when understood can become a powerful tool to any marketer or communicator.

 

 

The article by Brad Friedman....

 

2011 was a big year for social media. The “Big Three,” Facebook, Twitter and LinkedIn got bigger. Hundreds, maybe thousands of other social networks flourished. One would be hard-pressed to make the case that social media is still just a fad. Instead, it’s become clear social media is here to stay. It has fundamentally changed the way we do business and the way we document our everyday lives. One in every nine people on Earth are on Facebook and people spend over 700 billion minutes a month sharing photos and status updates. As 2011 comes to a close, I thought I’d share a few tips for you to implement in 2012.

 

Google+ Business Pages

 

Google+ is still in its infancy. Now is a great time to get in while the playing field is still level. Many companies have thousands of followers on Facebook, Twitter, YouTube and LinkedIn while it appears Google+ has plenty of room to grow.

 

Include A Picture

 

This is a pet peeve of mine. You absolutely must upload a photo on every one of your social media sites. When your site is missing a photo it looks like you don’t care. Social media is supposed to be social. It’s personal and including a photo makes your profile come to life. If you don’t believe me, think about this: Twitter accounts with photos have ten times more followers than those that don’t.

 

Post With Links

 

If you don’t include a link with your tweets, updates and other posts, you’re missing an opportunity to drive traffic to your website and blog.

 

Social Media Buttons

 

Make it easy for people to find you on your social media sites. Add social media buttons to your website, your blog, even your email address. This is just Marketing 101 and the results are measurable.

 

Include A Call To Action

 

Don’t be shy about asking people to follow you, retweet your tweet or otherwise engage in your content. Give this a try. People respond to these types of requests and you’ll never know unless you ask.

 

Content Is King

Content still rules social media sites. Posts that don’t just include a link, but contain some content about the link result in more interaction. The more characters in your tweets (at least 130) and your Facebook updates (up to 450) the more interaction.

A Few Final Tips

If you opened a social media account, use it. When I visit an account and the last post was a month ago, I run. Grab your company name while you can. Twitter handles are going fast. Secure your name while you can. Separate your personal and business accounts. Trust me, your customers/clients don’t care where you’re having lunch and they don’t want to see your vacation photos.
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