Category Archives: Digital Marketing

Are Businesses Ready for Mobile Consumers?

Are businesses ready for mobile consumers?

Today, I see the amount of time and money people are spending on mobile devices growing rapidly and yet many businesses don’t have a strategy optimized for a mobile world. In many cases large incumbent organizations or industries are well behind in the adoption of an untethered life. Leaving me with a puzzled conclusion, at what cost? Could we see more businesses stubble like Borders as they fail to move with the cultural, behavioral and contextual needs of the untethered consumer?

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In a survey be eMarketer, which tallied responses from just over a thousand US adult smartphone owners, found so intriguing yet impactful insights:

– Mobile presences lead to mobile purchases. This sounds like a no-brainer: Shoppers are more likely to buy a product or service if your engagement strategy is optimized for mobile. Three quarters said they are more likely to return to a site in the future if the experience on mobile is good. Fairly simple ideas, that very few can execute well.

– If your site isn’t optimized for mobile, shoppers will go elsewhere.  If they can’t find what they’re looking for on your site, they’d sooner seek out a competitor’s mobile-friendly experience instead of switching to a PC to revisit yours. This staggering trend is common in so many industries. I’m often left dumb founded by the output of companies that have almost limitless resources, yet haven’t brought themselves to understand that mobile customers aren’t the same as desktop customers.

– A bad mobile experience can damage a company’s brand. A bad mobile experience can create bad feelings about your company. Nearly half of participants in the survey said they feel frustrated and annoyed when they happen across a site that’s not mobile-friendly, and that it makes them feel like a company doesn’t care about their business. More than half said a poor mobile experience makes them less likely to engage with a company in the future. In a world where contextual experiences matter, this is huge. Once a larger majority of the world’s population is untethered, you don’t want to be the brand that carries baggage of bad brand experiences.

So I bring us back to the question I get everyday, how are mobile technologies changing our lifestyle, our everyday life? How have they impacted our culture, our behaviors and our expectations of brands? And what does all this mean for an organization hoping to survive in the modern era?

If you’ve been in business for more than ten years, then it’s highly likely you’ve never considered mobile a vital part of how you do business, and that includes those organizations that already have mobile applications, and entire mobile teams. But its’ the younger companies that continue to flex their technology savvy muscles, showing the remainder of the business world that mobile should be the central part to strategy.

I wrote my latest book Mobile Ready with the simple aim of helping business leaders shift their mindset into the mobile era. Placing them for stronger success and engagement in a world that has dropped its relationship with physicality.

Why Visual Design Is Important For Your Social Media Marketing. Case study: Nescafe

It has been said that a picture speaks a thousand words. In the context of social media marketing and today’s world of massive data overload, truer words have never been spoken.

Visual content drives engagement. In fact, just one month after the introduction of Facebook timeline for brands, visual content – photos and videos – saw a 65% increase in engagement.

So take a moment, and think about your current visual presence on your social media channels.

How strong is it? Is it relating to your audience? Are you utilising your social media channels as effectively as you possibly can? If someone were to share content from your page, would a user recognise it immediately as yours? What can you do to improve it?

90% of all information transmitted to the brain is visual, and visuals are processed 60,000 times faster in the brain than text.

These are key factors that you have to be consistently taking into account when developing and maintaining an online social media brand.

There is a key component in branding that every successful company/brand replicates in all their efforts – and that is that in order to be successful, you have to be memorable. According to Zach Kitschke, the Head of Communications at Canva, having a strong visual presence and brand will help you connect with your audience, and thus will assist in effectively conveying your brand’s personality and message.

A great example to look at is Nescafe.

Good branding doesn’t have to be complicated. The key to succeeding in it is to find the right voice for your brand’s personality and build your visual presence around that.

For Nescafe, they use their signature red coffee mug in all their visual branding. They do not shy away from being creative and use their red coffee mug in creating new visual narratives for audiences to engage with.

In Case Of Morning - Nescafe Screenshot 2014-05-13 09.54.25 Screenshot 2014-05-13 09.54.33

 

A spectacular example of Nescafe’s dedication to their visual presence is their recent Really Friends? campaign which ran on Facebook. Nescafé wanted to rejuvenate its audience and experiment that carried out a simple test: having a coffee with as many communication by demonstrating the social power of coffee in a fun way. Nescafe ran an Facebook friends as possible, as we would with our real friends. We all have hundreds of friends on Facebook. But how many of them do we really know? They asked Arnaud, an average 37-year-old guy with 1,200 Facebook friends to meet as many of them as possible over a two-months period and surprise them with two cups of Nescafe coffee and film their reactions.

As can be seen from the video, the campaign was a hit and according to the Facebook Studio Awards became a central chat point about the virtual friendship topic. Nescafe created a platform and competition that allowed fans of the brand to further engage with the topic and win an experience just like Arnaud. Using Facebook and visual branding, Nescafe was able to turn its aging coffee brand into symbol of friendship – refreshing old ones and creating new ones.

40% of people will respond better to visual information than plain text – so don’t fight to be read, be creative so that you are seen.

In the end, any social media brand needs to remember that the key to developing a successful social media presence is building an honest and engaging relationship with your audience. You can increase that relationship by promoting familiarity through branding – so that your community recognises you wherever you are.

 

Catalyst90 acquires Social Media NZ

Catalyst90 announced that after continued negotiations it has successfully entered into an agreement to acquire Social Media NZ (SMNZ), an online- based resource dedicated to providing insight and helping New Zealanders stay informed with regards to social media and related technologies.

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Social Media NZ, which was founded in 2009 by Malaysia born John Lai, and headquartered in Auckland, has experienced strong growth in New Zealand, whilst also expanding its footprint in Asia. The SMNZ brand will continue as a hub of information on social media in New Zealand with John Lai continuing to contribute as an advisor and correspondent based in Asia. The next phase for SMNZ with the support of Catalyst90 is to further establish the reach of the brand and the education of the market on social media.

Citing strong market position across these regions, Catalyst90 see the addition as an exciting step for the company to extend their positioning moving forward. Commenting on the acquisition, Tom Reidy, CEO of Catalyst90 said, “We view the acquisition of SMNZ as an exciting move and welcome the brand to the Catalyst90 group. We see a close alignment of SMNZ and Social Media Club Wellington to provide a resource for the industry on social media as well as extending the ability and support for practitioners through networking and education. This is an exciting time for an ever growing and dynamic industry.”

The future focus of SMNZ under the management of Catalyst90 will be to further extend the excellent work that John Lai and his team have done in building the brand.

20 Essential Tips for Creating an Awesome Facebook Page

Facebook pages are a great way to connect and engage with audiences. However, with over 54 million Facebook pages currently online, it is important to be able to set yourself apart from the masses and effectively reach the, over 1.3 billion, people currently active on the world’s largest online social network. 

Below are 20 essential tips that will help you create a more awesome Facebook page and connect better with your fans.  

About Me

The first and most important part of your Facebook page is your About Me. Before moving on to anything else, ensure that you have filled in all the essential information about your brand and business. Such information includes: 

About Me (Company Overview, Mission) 

Email

Website 

Contact Number 

Working Hours 

That said, to add a bit more sizzle to your steak, add a photo album that is company focused. Behind-the-scenes photos are a good way to enhance brand credibility and will help your audience but a face to the brand.

Cover Photo 

First impressions count. It is important to remember that the Cover Photo is the first thing people notice when they visit your Facebook page. It is also the largest piece of (visual) real estate you have. Changing your cover photo can instantly give your Facebook page a whole new look. Furthermore, it sets the tone for the whole page. 

Other added benefits to the prominence of your cover photo are that you can change if regularly to suit multiple occasions. These include: 

Promoting a festive holiday or seasonal event 

Displaying new products / new arrivals 

Thanking your fans 

Advertising new deals and special promotions 

Creating awareness 

Nextup Asia Digital Marketing Facebook Page

Profile Photo 

Just like your Cover Photo, your Profile Photo creates an impression on people that are both fans of your page and not. Ensure that the photo is a clear and easily recognizable representation of your company. 

Ideally, you’d like someone to be able to recognise it is a post from you or your brand without having to look at the name next to the little square box. 

Conversation 

The first step to engaging your users is to keep the conversations going between the both of you. Great ways of engagement include, answering as many questions as you can, reply as many comments as you can, chatting with your fans in the comment section. This keeps your brand human and more approachable to current and new fans. 

Building Quality Interaction And Trust 

It’s not always about quantity, it’s about quality. Word of mouth is a proven method of great and effective advertising. You are more likely to use a product recommended by a trusted friend that one you saw in a passing advertisements/post. By engaging with your fans, you are building a bond with your audience that will likely lead to organic spreading of your message. 

A good way to build quality interaction is to let your audience know you are listening to them. Ask questions and let your fans voice their comments and opinions. Asking them to engage with you on a personal level and share memories or stories will lead to a more trusting relationship. 

Visual Aids

In this age of constant data overflow, images are the best way to capture a user’s attention. Photos get up to 39% more interactions and physically they take up more space on the news feed thus having a higher potential for engagement than a text post. 

Variety Is Key

Social media is like a friendship – it has to go both ways for it to grow and be sustainable. The relationship you have with your fans should be the same. A nurturing relationship will lead each party to be the best version of themselves. Show your fans you care about the information you provide, and they will in turn show you they care about your brand. 

Create great content for your page that are interesting to your audience but still in line with your brand category. Post different articles, polls, videos, links, images and opinions from a variety of sources to stay relevant and diverse to your audience. Because you do not want to be the brand that is only talking about itself. This will drive your fans away and your social media presence will definitely take a hit. 

It is helpful to build a content calendar to make sure you can strike a balance between interesting diverse material and original company material.

Stay Focused

Be concise, clear and to the point. Do not post content that is long winded, beats around the bush or too long that even you won’t read it a second time. Value your users’ time and they will value you. 

DO NOT Over Post 

But at the same time DO NOT under post. According to social media experts, the ideal number of posts for a single day is between 2 to 4. Always keep your audience in mind when creating your social media content strategy. Get to know your audience and post content that is relevant to them at a speed that is effective for them. Do not spam your users’ newsfeed as that will lead to a high possibility of them unfollowing your page. 

Honesty is ALWAYS the best policy

Do not give your users a reason to dislike or hate you. Especially in today’s digital age, it is incredibly easy for a lie to come undone. Social media channels that have negative backlash are very hard to bounce back from. Be honest and up front with your users. They will appreciate you for it. 

Be A Constant

Your users liked your page because they want to be informed about your activity. Make sure your page is constantly updated at a consistent speed. Do not have a lull in your content. The most successful Facebook pages have clear content strategies that do not involve only posting once a fortnight or, alternatively, 10 times in a day followed by 1 the next day. 

Consistency will keep your followers engaged and aware of your presence. 

Moderation Is Key 

It is alright to delete spam posts that appear on your page BUT deleting negative comments will only lead to more negative comments. Instead, approach the source of the negative comments and find a way to rectify it. Perhaps it was just a minor misunderstanding or a hurt customer – whatever it is, approaching the comment to clarify, explain or apologise will only make your page appear more human and thus more appealing. 

Be In The Loop 

Facebook is a social network that is constantly evolving. Make sure you are constantly updated with its changes and how they affect your page. By staying on top of these changes, you are able to ensure your page adapts to them and continues to stay relevant to your fans. 

Do Not Become A Robot 

There are many Facebook pages that update their content using 3rd party tools such as RSS feeds or twitter updates. It is important for you to post content on all your social media pages organically. This allows you to stay engaged with your fans and tailor your content to suit each platform effectively. 

The Grammar Police Rule The Internet

Make a good impression to your users by always proof reading your content before posting them up. Grammatically incorrect and illiterate posts are bad impressions that can be easily avoided. 

Facebook Insights 

Facebook Insights is an excellent tool you can use to get to know your audience better. The metrics provided by the tool allow you to better plan your content strategy by showing you the bests times for postings on Facebook, Audience engagement, what time of content your audience is best engaging with, etc. 

Little Drops Of Water Make A Mighty Ocean

Make sure you value each organic like as it is important for the growth of your page. Fans who engage with your content are the ones that matter and the more organic likes your get, the higher your rank will be on Edge Rank. 

Your Edge Rank ranking matters as this is what determines how often your content appears on individual newsfeeds and thus will help expand your page reach. 

Facebook Ads 

USE IT. Facebook Ads help your increase your audience reach by giving you a multitude of ad options alongside helping you target the right users that are more likely to engage with your brand. Below is a more in-depth article on how to use facebook ads effectively and efficiently. 

http://www.postplanner.com/how-to-use-facebook-promoted-page-ads-to-get-new-likes/

Call To Action 

Have a clear call to action with your posts. State clearly what you want people to do & give them a compelling reason to take action — especially if you’re trying to drive traffic to your website. 

Mobile Is The Future

Do not forget your mobile users. Hundreds of millions of Facebook users only access their account from the mobile device. It is important to ensure that your content is developed with them in mind by keeping posts visual, focused, easy to engage with while on the move and that links are mobile friendly. 

Here’s a quick recap on the 20 tips you can use to make your Facebook page more awesome. 

About Me – Comprehensive 

Cover Photo – Biggest (visual) real estate 

Profile Photo – Easily recognizable 

Conversation – Engaging 

Building Quality Interaction And Trust – Listen 

Visual Aids – Higher interactions 

Variety Is Key – Diversify your content 

Stay Focused – Concise, clear and to the point 

Do Not Over Post – But do not under post either  

Honesty Is Always The Best Policy – Be upfront and sincere with your fans 

Be A Constant – Fans want to know what you are up to

Moderation Is Key – Find solutions. Do not sweep problems under the rug

Be In The Loop – Stay informed about platform changes 

Do Not Become A Robot – Tailor your content to each social media platform 

The Grammar Police Rule The Internet – Proof read before posting 

Facebook Insights – Use the tools given 

Little Drops Of Water Make A Mighty Ocean – Appreciate your fans 

Facebook Ads – Target the right people

Call To Action – Driving traffic effectively 

Mobile Is The Future – Develop content that is compatible

Apply these tips and you are sure to make a more positive social media impression in terms of both audience and growth. 

Happy Facebook-ing. 

Do you have any advice or tips to add? Let us know in the comments below. 

(Photo Source: Unsplash, http://goo.gl/2xXJvF)