Tổng hợp 80+ Báo cáo và Nghiên cứu thị trường, ngành hàng, khách hàng… và mẫu Kế hoạch/Báo cáo PR – Marketing

Toàn bộ nội dung dưới đây được copy từ blog Bếp Thương:

Đây là phần tổng hợp chưa đầy đủ các bản Báo cáo tình hình và xu hướng thị trường, Nghiên cứu về người tiêu dùng, các mẫu lập Kế hoạch và triển khai, báo cáo chiến dịch truyền thông/PR – Marketing mà tôi sưu tập trong năm qua.

Tôi không phải chủ nhân sáng tạo của các tài liệu này. Tất cả đều là các phiên bản Free, đã được chia sẻ trên các hội nhóm về PR – Marketing hoặc do nguồn tin cá nhân của tôi thu thập được, và sẽ có sự cập nhật hàng tháng.

Tôi có đặt lại tên và phân loại theo nhóm nội dung để bạn có thể tự tìm nội dung phù hợp với khả năng, nhu cầu và download.  Tất cả được lưu trên Drive của tôi nên sẽ không bị xóa và không mang virus.

Báo cáo PR - marketing
Preview các file báo cáo, nghiên cứu, kế hoạch truyền thông/ marketing.

Để download từng file, bạn vui lòng click trực tiếp vào từng tiêu đề. Lưu ý: File nào được trình bày bằng tiếng Anh thì tôi sẽ ghi chú luôn cho dễ phân biệt.

Để download tất cả, vui lòng xem phần cuối bài.

Phần 1: Báo cáo – Nghiên cứu xu hướng và tình hình thị trường, ngành hàng, khách hàng… từ 2013 – 2015

Năm 2015

Báo cáo Hành vi Người tiêu dùng Việt Nam trên internet 2015 (tiếng Anh)

Báo cáo Tình hình marketing cho ngành Bất động sản 2015

2015 Internet Trends Report

2015 Search Marketing Benchmark Report

2015 Facebook Vietnam Insights Report

Vietnam Digital Landscape 2015

Năm 2014

Báo cáo Xu hướng Người tiêu dùng và tình hình Quảng cáo ngành Thực phẩm chức năng 2014

Báo cáo Xu hướng Người tiêu dùng Việt Nam 2014

Báo cáo Tình hình thị trường FMCG (hàng tiêu dùng nhanh) Việt Nam 2014

Báo cáo Tình hình thị trường mỹ phẩm 2014

Báo cáo Tình hình ngành Thương mại điện tử Việt Nam 2014

Báo cáo Triển vọng đầu tư thị trường Việt Nam 2014

Báo cáo tổng quan ngành thực phẩm – đồ uống Tháng 3 2014

Bối cảnh cạnh tranh trên nền tảng di động

2014 Digital Consumer Report

2014 Brands Footprint Report

2014 Social Advertising Quarterly Report

Năm 2013

Báo cáo Thị trường Điện máy trực tuyến 2013

Báo cáo xu hướng tiêu dùng online 2013

Nghiên cứu: Sự khác biệt trong hành vi tiêu dùng của khách hàng ở Hà Nội và thành phố Hồ Chí Minh

Vietnam Social Media Marketing 2014 Report

Phần 2: Hướng dẫn, Kinh nghiệm, Tips… dành cho người làm Marketing

Tổng quan và cơ bản về Digital Marketing – by Mr. Tuấn Hà (CEO Vinalink)

Consumer Insight – Thấu hiểu Người tiêu dùng

Quy trình thực hiện Marketing Insight

Marketing đa kênh dành cho ngành Dược

Creative/Content Marketing

Cẩm nang Content Marketing 2014 by Admicro

Hướng dẫn cơ bản về sáng tạo nội dung

Nguyên lý sáng tạo content marketing (tiếng Anh)

Tìm hiểu về Creative Brief

[Tham khảo] Biểu giá sáng tạo nội dung của Agency Ilights

Facebook Marketing

10 điều nên và không nên khi quản trị Fanpage

10 kinh nghiệm sáng tạo nội dung Fanpage

Cách tăng Reach – Notifications cho Group Facebook  – by Mr. Tuấn Hà (CEO Vinalink)

Chiến lược quảng cáo Facebook hiệu quả – by NovaAds

Facebook Marketing căn bản

SEO – SEM- Forum Seeding

Những điều cơ bản về Forum Seeding

Tìm hiểu Google Display Re-marketing (Tiếp thị lại)

Nhập môn SEO – tài liệu hướng dẫn của Google 2008

Email Marketing

Hướng dẫn thực hiện Email Marketing

Email Marketing – áp dụng cho doanh nghiệp

Phần 3: Các file tham khảo Kế hoạch, Báo cáo chiến dịch PR – Marketing

Kế hoạch PR – Marketing năm (file Power point, trình bày ý tưởng, không đi chi tiết về kênh và ngân sách)

Kế hoạch PR – Marketing tháng (file Excel, đi sâu chi tiết về kênh và ngân sách cho từng kênh)

Kế  hoạch PR – Marketing theo quý

Kế hoạch tổ chức sự kiện:

Kế hoạch tổ chức chương trình khuyến mại để tăng cường nhận diện thương hiệu, kết hợp tăng doanh số sales cho các phòng khám

Kế hoạch tổ chức sự kiện kỷ niệm 1 năm sản phẩm (văn bản – file Word: dùng để xin ý kiến chỉ đạo)

Kế hoạch chi tiết tổ chức sự kiện 1 năm sản phẩm (bao gồm các phần: Nội dung chương trình (Agenda), Phân công công việc (Check list), Ngân sách (Budget)….).

Kế hoạch xây dựng và phát triển nội dung cho Facebook Fanpage:

Kế hoạch [chi tiết] Nội dung Fanpage trong vòng 1 tuần

Kế hoạch [dài hạn] Lộ trình phát triển Fanpage trong vòng 2 tháng

Chiến dịch PR – Marketing tham khảo:

Chiến dịch kỷ niệm 1 năm thương hiệu Blue Angel

[Tiểu luận] Chiến dịch PR của thương hiệu nước lọc DANASI

[Tiểu luận] Chiến dịch PR cho thương hiệu Vietfoods

[Tiểu luận] Phân tích chiến dịch Marketing của Coca Cola

Báo cáo PR – Marketing tháng:

Mẫu Thông cáo báo chí  [tham khảo]

Mẫu Brief Copywriting của Agency Ilights

Mấu kế hoạch Adwords

Mẫu kịch bản TVC (thương hiệu VietFoods)

Phần 4: Ebook

22 laws in branding – 22 quy luật bất biến trong xây dựng thương hiệu

Đánh cắp ý tưởng – Marketing Secrets của Steve Cone

Pr và Quản lý khủng hoảng

Cẩm nang cho người chăm sóc khách hàng (2014)

Nguyên lý sáng tạo Content Marketing (tiếng Anh)

Content Marketing Strategy Checklist 

Email Marketing – working with automation internal 

Hàng tháng, tôi sẽ cập nhật các báo cáo, nghiên cứu, bản mẫu (Template) mới thành bài viết mới trên blog.

Các tài liệu này có thể dễ dàng thu nhặt trên các Group Facebook hoặc website của cộng đồng Marketing – Communication nên bạn có thể chủ động sưu tầm.

Vui lòng không comment nhờ tìm hộ báo cáo vì tôi cũng chỉ là đứa đi xin thôi ;))

Link các Report, Ebook và tài liệu MKT: https://drive.google.com/open?id=0BzHsZu21mWApa1NKZmdvZjdvak0
Link các bản mẫu Template KH, báo cáo…:
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Promote Your Business on Facebook – 8 Actionable Ideas

Source: http://cjgdigitalmarketing.com/

Author: Jomer Gregorio

With over a billion active users, Facebook is by far the largest social networking channel in the world. Hence, business owners, whether they own a small enterprise or a large corporation, can’t afford not to use Facebook for brand promotion.

A good presence on Facebook can help companies engage their fans and grow their business. But with plenty of ways to do so, and with the social media giant steadily rolling out numerous updates and new features, it is difficult to know where to begin.

If you want to know you can use Facebook to grow your brand, here are 8 creative and actionable ways to promote your business in the social media platform.

Create and Optimize Your Page

Facebook notes that a business page is what makes a brand discoverable, connected, timely, and insightful. Think of your Facebook page as your social media home base — or as an extension of your business.

Your Page is an extension of your business. It’s an easy way to share updates and more with the people who matter most. It’s ready to help you engage your customers on desktop and on mobile. (source)

It is basically like a personal Facebook profile, only it is for brands and businesses. To be able to interact with Facebook users aka prospective customers, you will need a page that reflects your brand. Use your brand logo as the page’s primary photo, select a cover photo that showcases your product or service, and type a couple of snappy and interesting sentences describing your business and the things you do.

petflow FB page

Once a comprehensive business page has been set up, request a personalized orvanity URL. Typically, it appears in the following format:

petflow vanity url

Images Source: Petflow Page

Don’t Buy Fake Likes, Go With Quality Likers

Sure, you have tons of page likes. But how many of those likers have actually interacted with your posts?

Fake Facebook likes — or the likes a page or post gets from fake accounts or people without genuine intent of ever interacting with the business or purchasing their goods — are probably the worst thing that can happen to your business, particularly if those likes were bought.

Remember: buying likes gives fake results. In an article, Facebook site integrity engineer Matt Jones stresses that what people and businesses in the social network want are real connections and genuine results, which is why their service has a “strong incentive to aggressively go after the bad actors behind fake likes.”

He further points out that those who buy fake likes will not earn authentic results and “could end up doing less business on Facebook if the people they’re connected to aren’t real.” Facebook is focusing their efforts on ridding its platform of fake likes and financially motivated companies that turn to this fraudulent operation, so steer clear of it.

Install Facebook Buttons on Your Website

Facebook “like” and “share” buttons makes sharing your posts easier for your customers, hence it is an essential part of social media brand promotion.

cocacola social

Images Source: Coca-Cola

Entrepreneur.com notes that “you don’t need to be a coding wiz to embed a button on your website.” You can easily install the buttons on your main site, your blog, and wherever possible. Doing so improves your chances of earning a fuss-free fan and the likelihood of turning traffic into sales.

Check out this page for the complete list of social media plugins for Facebook:https://developers.facebook.com/docs/plugins/

Engage Potential Customers via Facebook Groups

Don’t just create a Facebook group, get tons of people to join, and then simply flood them with links to your site. Like content creation, it is important to offer your audience value and engagement. Keep in mind that Facebook groups should not be about the business. Rather, it should be about its members. Once you learn how to provide value to your community, engagement ensues.

In a blog post,AARON LEE of Post Planner suggests communicating with your brand’s biggest fans. “The strong relationships you have with your top advocates & brand ambassadors are invaluable. And a group like this lets your advocates connect with each other,” Lee further states.

Don’t Spam Your Products or Services, Share Interesting Stuff!

Modern content marketing methods no longer call for a business to ‘hard sell’ their services and goods. If anything, bombarding your followers with content that solely revolves around your products and services can turn them away.

Shake it up a bit. Instead of the boring, in-your-face marketing approach, publish interesting, informative, and visually rich content that your audience would want to like, comment on, and share to their friends.

the north face fb pageThe North Face publishes and shares tons of interesting posts on Facebook.

Share Your Useful Blog Posts

Today’s consumers are looking for educational and informative content — the ones that solve their concerns or widen their knowledge base. According to Entrepreneur.com, creating factual and engaging content “will position your brand as a source of information, securing a following.”

Instead of viewing your page as a mere sales and marketing platform, treat it as a vehicle for providing exemplary customer service.

Interact with Related Pages

Do not confine your business page to only the stuff you publish; share, like and comment on useful content from other industry influencers as well. Similarly, don’t hesitate to like pages of other brands related to your business, as what Tide does.

tide related pages

On top of leveraging your marketing efforts, acknowledging or sharing other’s work may encourage them to return the favor and like your page and share your content with their followers, too. In short, interacting with pages related to yours can earn your business better visibility on Facebook.

Use the Advertising Platform

Advertising on Facebook has received mixed feedback. Some advertisers on Facebook complain about the bouts of non-genuine likes they get from their Facebook ads while others find success in the same path. The key to ensuring your ads receive the clicks they deserve is by creating an engaging copy with eye-catching images, knowing the exact demographic to target and providing the most suitable offer for maximum conversions.

Web Marketing Today also recommends using the Facebook Carousel Ads creatively.

fb carousel

Image source: WebMarketingToday.com

Unlike standard Facebook ads, carousel link ads allow multiple links and images to be displayed in a single ad which results in a decrease in cost per acquisition and cost per click, making it a powerful tool for promoting your brand on Facebook.

Have you been using Facebook for your business to its fullest potential? What other actionable ideas would you recommend? Comment below!

10 nguyên lý phổ biến của Digital Marketing

Bài viết sưu tập từ FB page: Hội những người làm ở Marketing agency

#1. Thương hiệu rất nhanh được biết đến rộng rãi, và cũng rất nhanh bị lãng quên

Với tính chất không bị hạn chế về không gian, thời gian; chi phí quảng cáo trực tuyến rẻ và đặc biệt là tính lan truyền của mạng xã hội, giờ đây thương hiệu của các tổ chức, cá nhân, sản phẩm, dịch vụ rất nhanh chóng được công chúng biết đến rộng rãi, nhưng cũng rất nhanh chóng bị lãng quên.

#2. Thành công của digital marketing phụ thuộc vào sự chăm chỉ một cách bền bỉ

Digital marketing đòi hỏi phải triển khai rất nhiều hoạt động chi tiết mà chỉ có sự chăm chỉ liên tục thực hiện mới giúp đạt được kết quả một cách bền vững.

#3. Cảm xúc lấn át lý trí

Do bị thúc ép bởi mong muốn thể hiện bản thân và tính thúc giục trong hoạt động tương tác đa chiều, người tiêu dùng giờ đây ít dành thời gian để suy nghĩ kỹ lưỡng trước khi hành động hơn.

#4. Người tiêu dùng dễ tin người lạ hơn là người quen

Điều này nghe thật điên rồ, nhưng lại là sự thật. Có lẽ người ta ít nghi ngờ động cơ của người lạ hơn là người mình quen biết.

#5. Người tiêu dùng bị ảnh hưởng mạnh bởi phản ứng của đám đông

Chưa khi nào các đám đông lại có cơ hội tụ tập và dễ dàng giao tiếp với nhau nhiều như trên các mạng xã hội. Và vì bản chất con người vẫn luôn lo sợ bị đơn độc, muốn hòa mình vào đám đông nên phản ứng của đám đông sẽ tác động mạnh tới quyết định của người tiêu dùng.

#6. Ngôn ngữ đời thường được chào đón hơn là ngôn ngữ trang trọng

Những lời nói, hình ảnh trong các hoạt động giao tiếp đời thường giờ đây được sử dụng rộng rãi trong các thông tin truyền thông hơn là các ngôn từ hoa mỹ, trang trọng. Và người tiêu dùng thích chúng hơn.

#7. Chỉ có thử nghiệm nhiều phương án khác nhau mới biết được đâu là phương án tốt hơn.

Do có quá nhiều biến số, không có chuyên gia nào dám phán đoán kết quả của một phương án nội dung, thiết kế nội dung marketing nào là tốt hơn nếu chưa qua quá trình thử nghiệm nhiều phương án khác nhau.

#8. Mọi người rất lười đọc, và không bao giờ đọc kỹ. Vì vậy hãy trình bày thông tin thật ngắn và dễ hiểu.

#9. Khủng hoảng truyền thông có thể xảy ra bất kỳ lúc nào và nhanh chóng lan rộng ở quy mô toàn cầu

#10. Ngày càng xuất hiện nhiều tổ chức cộng đồng có ảnh hưởng mạnh tới hoạt động kinh doanh của bạn.

tác giả: Bùi Hằng

26 Ways to Create Engaging Content

Written by: Debbie Hemley. Source: socialmediaexaminer.com

 

Are you looking to create content that engages?

Does your content connect with people and encourage them to engage?

In this article I’ll show you 26 ways to make content that engages people, in an A-Z guide of tips.

#1: Authors Matter

Written content doesn’t exist without authors, whether constructing 140-character posts or 1000-word articles.  Not only do you want people who can write well (e.g., clear points, proper spelling and grammar, active voice), you need writers and team members who can think strategically about the content that will resonate most with your audience.

content creation

Creating good content is important for social media engagement.

We’ll talk about more specifics as we go down the list. For now, think strategy.

#2: Blog as a Spoke in the Wheel

A blog provides an opportunity to discuss a topic in-depth. It’s a place where you canoffer explanations and suggestions, demonstrate how-to’s, show thought leadership and generously offer useful content for readers.

Kristi Hines offers these helpful tips for blog content:

  • Analyze your competitors (topics, frequency of posts, who writes them, how they are shared) to see what works and what doesn’t.
  • Make your content valuable and unique.
  • Subscribe to top industry blogs using RSS to keep track of the latest hot topics.
  • Search for people asking questions about your keyword or phrase on Twitter.
  • Ask your sales and support team what questions are asked most frequently by potential or current customers.

Is your blog’s content meeting your customers’ needs and expectations?

#3: Curate Selected Content

In the past couple of years, content curation has become more mainstream as businesses of all sizes and industries have started to adopt the practice.

Content curation is defined as “the process of finding, organizing and sharing online content.”

As Beth Kanter writes, “Content curation is not about collecting links or being an information packrat, it is more about putting them into a context with organization, annotation and presentation.  Content curators provide a customized, vetted selection of the best and most relevant resources on a very specific topic or theme.”

Brian Carter offered his social media posting rule at Social Media Marketing World (SMMW13): Post curated content 50%, original content 30% and promotional material 20% of the time.

 #4: Data Provides Direction

Social data can tell us a lot about industries, customers and prospects; what we should be doing more of and what we should do less of. Jayson DeMers says social data can provide five insights for businesses:

  • Real-time market mood
  • Relevant issues and content
  • User interests
  • Internal operational metrics
  • Competitive research

How are you using social data? Where can you improve your processes?

2012 social media marketing industry report

Source: Social Media Marketing Industry Report.

#5: Email and Social Media Work Hand in Hand

Do you think of email and social media as separate entities?  Do you favor one more than the other?  The fact is, email and social media complement each other quite well.  They leverage one another. Help the other to be seen by an audience that may not have otherwise come across the message.

DJ Waldow offers these valuable tips for integrating email and social media:

  • Include social icons in emails
  • Ask email subscribers to share and connect
  • Send a dedicated email campaign
  • Provide incentive—for example, ask email subscribers to invite friends on Facebook to receive a discount
  • Promote email sign-up via social networks
  • Include “retweet this snippet” in email
  • Build an email opt-in form on Facebook
  • Don’t forget SMS—text your email address
  • Promote email marketing on your blog

#6: Facebook Pages Don’t Guarantee Engagement but are Good Candidates for the Job

The act of setting up a Facebook Page and publishing it for the world to see doesn’t automatically send people running to engage with your business. Engagement strategies should be tried and tested over a period of time.

Mari Smith offers these five factors that help contribute to exceptional engagement and measurable results:

  • Launch creative incentives
  • Post highly shareable content
  • Build a tight community
  • Have a quirky brand—for example, add humor and entertainment
  • Give your fans plenty of excellent content on a regular basis 
    mari smith facebook

    Mari Smith’s “peeps” won’t hesitate to share content they like.

#7: Google+ Provides a Unique Blend of Features and Benefits

Whether you’re a fan of Google+ or not, you should know that it’s a force to be reckoned with. GlobalWebIndex recently reported that Google+ remains the number 2 social network in the world with 359 million monthly active users (Facebook at number 1 with 903 million accounts).

Sarah Bauer suggests that Google+ is rapidly becoming “the most important content publication platform for businesses with an eye on higher search rankings. The data in a piece of content posted on Google+ is immediately indexed for Google search. On Twitter or Facebook, Google has restricted access to the data and indexing can take a few days. AuthorRank, the digital signature for Google+ users, is also set to affect the ranking order for search results.”

Mike Stenger offers these tips for engaging with readers on Google+:

  • Follow active people relevant to your business
  • Take time to comment
  • Participate in hangouts
  • Publish high-quality content

#8: HootSuite Offers Ability to Listen and Engage

HootSuite, a popular social media dashboard, offers ways to narrow in on places to engage with users. As Pawan Deshpande suggests, “…subscribe to a Twitter search for a keyword of interest.  Instead of paying attention to the tweets in your stream, keep an eye on articles, videos, and images that are linked from the tweets to uncover breaking content. Often you will find content before Google is able to even index it.”

Step 1:

keywords

Use HootSuite to keep your eye on a keyword phrase.

Step 2:

monitoring keywords

By monitoring the keyword phrase “content marketing,” you can see real-time results.

#9: Instant Feedback Helps

Social media encourages two-way conversation, so why not take advantage of the feedback you can gain from users on social networksAndres Traslavina offers creative ways to problem-solve and meet marketing and business goals:

  • Collect product feedback
  • Host an online focus group via Twitter Chat
  • Conduct surveys and polls
  • Ask industry experts
  • Crowdsource blog content
  • Develop personas
  • Monitor brand mentions

The information you’re able to glean from customers and prospects will provide in-the-moment and future opportunities for engagement.

#10: Journalist’s Digital Media Pyramid Encourages Engagement

Benjamin A. Davis coined the concept of the “digital media pyramid” as an alternative approach for bloggers and other online journalists from the inverted pyramid used by traditional print journalists. Davis suggests that one of the features of the digital media pyramid is to “encourage the self-education of ‘users’ or readers, enabling them to quickly seek out balanced information on a news story through the use of embedded links, social networks and other sources.”

digital marketing pyramid

Digital media pyramid offers online reporters a valuable framework.

It’s during this “self-education” when engagement is ripe. As readers click on links, businesses can remind them via social sharing buttons and invitations to like, retweet, +1, mention and share the content on multiple channels.  And voilà, before you know it, there’s a whole lot of opportunity for engagement.

#11: Keywords Help Find the Needle in a Haystack

The amount of data being shared online every minute can feel rather daunting. Consider these numbers reported a year ago by Domo:

  • 684,478 pieces of content are shared on Facebook
  • 2,000,000 search queries are made on Google
  • 48 hours of video are uploaded to YouTube
  • 47,000 apps are downloaded from the App Store
  • 3,600 photos are shared on Instagram
  • 571 new websites are created

What would help get your content in front of the people who would most appreciate reading itKeywords, plain and simple.

As Jerilyn Soncrant suggests:

“When posting on your social media networks, include keywords in the following places while remembering they need to sound natural. If it feels obvious that you snuck in a keyword phrase, remove it or try again. Place your keywords:

  • In the Bio or About Us section of all of your social networks
  • In posts when you’re talking about that particular subject
  • In the vanity URL you create for each social network
  • In the titles of your blog posts

#12: LinkedIn’s Role

At times, LinkedIn may appear to be one of the more misunderstood platforms out there. Astute companies have discovered LinkedIn is a key player for engagement. Mike Delgado offers these suggestions:

  • Leverage LinkedIn Groups to find engaging content for company followers.
  • Post status updates often (especially every morning).
  • Add pictures, files, questions, links and contests in status updates.
  • Promote your LinkedIn Company Page badge and product recommendations on your website.
  • Use LinkedIn Recommendation Ads

    Social Media Examiner provides regular updates on LinkedIn and maintains their product offerings utilizing the vast resources of LinkedIn for companies.

#13: Mobile Content Meets People Where They’re At—In the Moment

If you’re running a brick-and-mortar business, mobile content offers a great opportunity to engage potential customers. Christina Zila shares these insights:

“In general, smartphone users look for local information while they’re on the go.  In survey after survey, smartphone users want to know if a close physical location is open. Content for these types of searches shouldinclude basic contact information—address, phone number and operating hours—as well as a short description of the location highlighting why a visitor should choose that location.

And for other types of businesses, Ian Cleary offers suggestions for how to create a blog that is mobile-friendly and a website that is responsively designed.

show business hours

Opt to show your business hours since that’s what mobile users may want to know most. For instance, a search made on a Friday will show Friday’s hours.

#14: Nurture Leads Through Social Media Comment Replies

Some businesses are looking in all the wrong places. They’ll tell you they’re not seeing any return on their social media efforts and then you find that no one has responded to the comments or questions a user left.

Scott Gallagher articulates this point beautifully: “Social media is all about sharing and discussion. If you post a great piece of content, there is a very good chance that you’re going to get people commenting on it. These are your leads, and you need to encourage them to become more. This is where many people fall apart on their social media strategies. They don’t realize that replying to the comments on media can be as important as the creation of the content itself. When someone comments, you must reply.”

#15: Objectives Are Key

Quick, if someone asked you right now to list your company’s content marketing objectives, do you know the answer? Marissa Peacock points out, “It’s not just about creating any old content; it’s acknowledging that in order to reach more customers, companies must increase their efforts to provide timely and relevant content.”

Timely and relevant content sounds like a good mantra!

#16: Podcasting Offers a Powerful Tool

Podcasting is experiencing huge growth.  Mitch Joel explains ways it can be a powerful tool for engagement. “A credible podcast is a powerful tool in social proofing. Asking recognized authorities and industry thought leaders for a twenty-minute interview not only provides value to an audience, but it can also be used in other ways. A show of this nature is a great internal communications tool to help your peers learn more about the industry you serve.” Joel also said, “Podcasting is a way to network with your industry’s key thought leaders.”

#17: Quora’s Questions and Answers

You may hear mixed emotions about Quora. Some will say that it’s a great resource to see what people in your industry want to know. Elijah Young offers both points of view and highlights these benefits of Quora: “A great place to find content ideas and experts, opportunities for networking and joint ventures.” Conversely he says, “It’s the self-promotion capital of the world.”

What are your thoughts about Quora for engagement pre- and post-content development?

#18: Return on Investment (ROI) is One Part of the Equation

I know—ROI is often the elephant in the room.  But it doesn’t have to be. It just needs to be kept in perspective.  Nichole Kelly sums social media ROI this way: “One of the biggest challenges with social media is that we are trying to measure social media in the social channel, when in fact the business value tends to happen on the website or through the email list. You have to stop thinking in terms of one silo and look at social media as one part of the story.”

#19: Storytelling is About Connection

Storytelling has become one of the buzzwords we hear discussed in social media circles.  Some interpret it to mean that the writer has to be able to tell a good story. And while that’s true, there’s something even more powerful about storytelling.

Monica Carter Tagore adds an important dimension: “…storytelling is about connecting with your followers, friends and circles on an emotional level. And when you do, you’ll have a deeper and more meaningful social media conversation.”

share your story

Monica Carter Tagore makes it a practice to share parts of her personal story with readers.

#20: Twitter and CEOs

In many companies, social media community managers monitor the business’ social profiles for company mentions and to share relevant content with their Twitterfollowers.  And while they’re doing a terrific job at it, customers often want to know what CEOs and upper management are thinking, reading and doing in the industry.

Monica Romeri gives this piece of advice: “Encourage your CEO and other company leaders to contribute to your company presence on Twitter.  A CEO can easily use Twitter on the go as a marketing and public relations asset.  It only takes a few minutes in between meetings to share great content along with an insightful comment, so get your CEO and other executive leaders on board with Twitter engagement.”

#21: Unique Content is Crafted

Why does it seem at times that other businesses have more unique content available to them?  The truth of the matter is that they started where you did—without content or maybe with a few old white papers lying around.

Stanford Smith says, “At the beginning of a social media engagement, you don’t have content.  All you have are ingredients.  These ingredients are combined into various types of content.  An impromptu video of the factory floor is turned into a YouTube video.  The sales meeting presentation is transformed into a captivating industry infographic. Customer case studies are turned into insightful blog posts.”

“Content is crafted, not harvested.  You don’t know what you have and how it can be used until you understand your audience’s needs, what they value and share and how customers prefer to gather information about your product. Get these answers and content opportunities become easier to identify.”

#22: Videos Are Often a Top Choice

What is it about a video that captures viewers? For one thing, if done well it has a way of grabbing our attention, educating and entertaining at the same time. We’re taking in a lot of written content all day long. A video offers a few minutes of respite.

Joe Martin suggests, “Marketers should take note of the growth of video within social and mobile channels and look for ways to invest further in video content, and create an engaging experience for users on mobile devices. The ROI of social marketing is on the rise and our data shows that video content will certainly lead to better results than non-video content.”

We’ll talk more about video content in #25, YouTube Videos That Engage.

#23: Webinars Provide an Opportunity for Real-Time Engagement

Webinars, the unique blend of using online experiences for training seminars, have become so mainstream that I can hardly remember the first one I attended or how long ago. The ability to sit at your desk and tune into a training session conducted in another part of the country, or world for that matter, and be exposed to real-time content may be one of the most rewarding experiences that a business can bring to their target audience.

Allison King advises marketers to keep webinar content tightly focused. She says, “It’s better to go in-depth into a narrower topic than to skim the surface on a broader topic. Most webinars are about an hour in length for the presentation, followed by a Q/A session.” To keep your bases covered, Allison has two recommendations:

  • Get the PowerPoint presentation from the speakers two weeks in advance to give yourself a chance to review it and ask for a revision if needed.
  • Have a speaker prep session one week in advance, in which the speakers will rehearse their presentation. 
    infographic

    From Infographic, World Wide Webinars, by ClickMeeting.

In the image above from World Wide Webinars by ClickMeeting, you can see why people organize webinars.

#24: E(x)perience of Users

Nordstrom has been recognized for their customer service excellence. People care about their experiences with businesses—and that goes for online content, too. They’ll be more likely to notice when something isn’t working well, such as a poor navigation scheme, broken links and run-of-the-mill content.  Bottom line, online users expect things to go well.

Blaise Lucey writes, “The best kind of SEO strategy, at its core, provides a seamless user experience when people visit a website. Take a step back and look at your website. Use Google Analytics or another analytics tool to see how people are finding the site in the first place. Then, do some backtracking by clicking that page and pretending you’re a visitor. What do you see? As someone who just came to the site to read a specific blog post, do you want to or feel compelled to click on anything else? Remember that people who are looking for specific information often have tunnel vision. It’s up to you to broaden their horizons with additional content that pulls them further into the site.”

#25: YouTube Videos Work With All Budgets

You don’t need to go to great lengths to create videos for YouTube. Even a small budget with an inexpensive video camera or smartphone camera will go a long way if you don’t have the means to allot more resources. Jeff Bullas offers these ideas for what to record on video and publish:

  • Arrange formal interviews in advance with prepared questions and answers
  • Do casual, impromptu video interviews at a conference
  • Presentations either in part or in full and edited or unedited
  • Video products such as clothes or items that you can publish to your online store that show the product and how it can be adjusted or worn
  • “How-to” videos that teach
  • Grab your smartphone and obtain people’s feedback or comments as they happen about your product, service or store. This will provide authentic and real testimonials that money cannot buy

#26: Zones and Social Media Posting

Social media is a local, national and global experience and knowing good times to post is critical.

For starters, Craig Van Korlaar offers this guideline: “For those of you in the United States who have a national audience, you will want to use Eastern time, as this is where nearly half (48%) of the U.S. population lives (Eastern + Central = 81%). If your audience is primarily local or regional, treat it as local time.”

He also offers a helpful plan and schedule for good times to post content, with translations in eight languages.

Knowing when and where to post makes social media engagement more doable.

 

9 Ways to Become a Better Facebook Community Manager

9 Ways to Become a Better Facebook Community Manager

Source: http://www.socialmediaexaminer.com

By 

Would you like to have a thriving Facebook community?

Are you looking for tips to improve your community?

In this article I’ll share 9 tips to improve your Facebook community.

#1: Know Your Voice

Branding is important on social media. Your company should have a “voice” that matches your brand and your company philosophy.

Are you more serious or do you add a little bit of snark in your posts? Do you stick mostly to business or can you be off the wall? Do you like to stir things up or do you remain neutral?

If you are a one-person operation, these decisions may be easy. But if you have multiple employees and possibly multiple people posting to the Facebook Page, you want to have the “voice of the company” communicated clearly to the people who will be managing your Facebook Page.

The voice of the company is important in how comments and community feedback are handled, as well as the day-to-day posting. Consistency in your voice will help your community know what to expect.

know your voiceModCloth has an offbeat, humorous voice that engages their audience.

#2: Have Access to Visuals

Visual marketing is becoming a vital part of Facebook and all social platforms. The more you can incorporate photos, screenshots and graphics, the richer your Facebook Page will be.

Even if your business isn’t visual, make a plan for how you will add images to your posts. You can use things like:

  • A screenshot of something you’re demonstrating
  • An interesting photo with a quote about your niche
  • An infographic with statistics about your niche
  • Behind-the-scenes photos from your company events

I like using tools like SnagitiPiccy or PicMonkey to create or modify images to make them interesting. You can even use PowerPoint to create a slide that you can then export as an image.

use imagesOrange County Animal Services uses creative images.

#3: Know the Rules

As a community manager, make sure you know Facebook’s policies. Pages can be shut down without warning for violating these policies. Usually it’s very difficult to get your Page restored and you don’t want all that hard work to go down the drain for violating Facebook’s contest terms, for example. Make sure you keep up with the updates to the terms as they do change frequently (see #7).

facebook contest violationThis Page is violating Facebook’s Promotion Guidelines and could be shut down.

#4: Know the Industry

If you are managing a Page for someone else, you need to know the industry so you can speak the lingo. It won’t reflect well on the company if you aren’t using the terminology or common acronyms correctly in your posts and follow-up comments.

know the industrySome industries have terms that you will need to know if you are managing a community for someone.

#5: Recognize Members

A community manager needs to recognize contributors and members and get to know them. If you have a physical location, you can take pictures of your community members and recognize them on your Facebook Page.

community membersRecognize your community members who come to your physical location.

Or you can find other ways to recognize your community by featuring them in a post or promoting their business somehow.

community members feature on pagePromote your community members by featuring them on your Page.

#6: Answer Questions Quickly

Promptly respond to posts or questions on your Page to create strong bonds with your community. Even if you don’t know the answer, let them know that you will get back to them. Or point them to a useful resource is another good option.

answer questions quicklyAnswer questions quickly if possible.

The good news is you have more options to get notifications when something happens on your Page. If your Page is large, these can get overwhelming, so you may need toset a schedule to check in. To access your notifications, go to Edit Page > Manage Notifications.

notificationsAdjust your notifications so you can keep on top of your posts.

#7: Stay on Top of Changes

Facebook changes a lot! There are changes to their official policies and in how things are working at any given moment. Make sure you keep track of Facebook’s official changes by following the Newsroom and the Facebook Marketing Page.

facebook news roomFollow the Newsroom on Facebook to see announcements.

For “unofficial” quirks and issues, you can always come to our Facebook Page and ask questions. Another great place to see if others are experiencing the same thing is to come to our Facebook Networking Club.

facebook clubFind out what others are seeing and get your questions answered in our Facebook Networking Club.

Some other great Facebook Pages to help you stay on top of the news are Mari Smith,Social Identities and Jon Loomer Digital.

#8: Respond Calmly to Negative Posts

If you get some angry posts for whatever reason on your Page, think before you fire off an angry response. Respond quickly (even if it’s to say we’ll get back to you), but don’t respond in the heat of the moment when you might feel like “telling them off.”

If you have some upset Facebook fans, there could be a good reason. By dealing calmly with the situation, you can hopefully salvage the relationship.

respond calmlyCampbell’s Condensed Soup acknowledges the customer’s concerns on their Page.

#9: Have Fun

Find some ways to have fun with your communityHave a Facebook “live Q&A chat” timedo a Livestream or even (gasp) go over to a Google+ Hangout.

have funHave fun with your community.

When you are having fun and sharing with your community, you are all getting to know each other better and everyone wins.

have fun encourage sharingEncourage sharing to have fun and get to know each other.

Always be thinking about how you can be a good resource for your communityand create a great experience for your fans. Your Facebook Page will grow and so will your business.

How to Improve Your Social Media “Calls to Action”

Source: socialmediaexaminer.com

How to Improve Your Social Media Calls to Action

Is your audience responding to your social activities?

Have you integrated the right calls to action into your social media strategy?

A call to action is a way for you to entice your social media audience to focus their attention on the next action you want them to take.

Here are seven steps for crafting calls to action to get your social community to do what you’d like them to and transform your social media marketing to get the results you want.

#1: Determine What You Want Prospects to Do

Your call to action should encourage readers to engage with you further.

You’ll want to break the activity into smaller steps that make sense to your audience. You can lose prospects at each step of the process, so you want to make it very easy for them.

Make readers an offer they want. What will get prospects to commit now? Your offer will vary based on your business and where the prospect is in the sales process. You can consider offering white paper downloads, ebooks, ongoing emails, discount coupons and/or free consultations.

#2: Create a Great Hook

You’ll need to answer the question, “What’s in it for me?” This is what your prospects want to know.

And your request must make sense to them. This means not asking prospects to purchase if they’re still in an information-gathering mode.

So you’ll want to assess the tradeoff prospects are willing to make. From a participants’ perspective, going to the next step means they have to consider if it’s worth their effort and social capital. Consider the 90%/9%/1% ratio of social media engagement.

social media participation ratesOn social media platforms, participants tend to follow a 90% view, 9% share and 1% create.

Skip the promotion. People active on most social media platforms are focused on socializing and aren’t prepared to buy.

Among the exceptions are blogs, Tumblr and Pinterest. These social media venues encourage sales by providing valuable content that persuades, not merely promotes.

For example, below are three sample implied calls to action. King Arthur’s Flour offers recipes with enticing photos and explanations of baked goods with links to their product.

king arthur flour muffinKing Arthur’s Flour blog has several calls to action above the fold.

By contrast, Target uses Tumblr to show customers the fashion backstory and how to style their clothes. There’s no “Buy, Buy, Buy” in their content. They use social media sharing and notes to build customer excitement and engagement pre-purchase.

prabal gurung targetTarget Style’s Tumblr for their Spring 2013 Collection featuring Prabal Gurung.

#3: Motivate Prospects to Act

Remember, you want to give your readers a reason to act.

Provide sense of urgency. Remember you’re not just competing against other retailers for the same item or other tradeoffs; your bigger opposition is customer inaction. It’s much easier for prospects to click to the next shiny item. Tests byMarketing Experiments proved that increasing the urgency of the call to action improved response.

Make people an offer they can’t refuseGive them a one-time offer to encourage a response. Realize, however, they may only buy when you provide coupons going forward.

#4: Optimize Your Call to Action

Like other aspects of your content, formatting matters! Here are some points to consider.

  • Use a contextually relevant presentation. Your offer should make sense based on the social media platform where it appears. Use a consistent voice and language to represent your 360° brand.
  • Make your call to action stand out visually. Use color, typography and wording to enhance presentation of your call to action.
  • Qualify your offer. Make readers feel that opportunities are limited or time-sensitive. For example, “There are only 100 tickets left”.
  • Limit selection choices. Don’t give prospects too many options or you’ll suppress response because readers will put off acting because they need time to consider your offer.
  • Place calls to action in multiple locations on your pages. Take the “Don’t make me think” approach. Don’t assume using only one call to action will yield optimal results. For example, put social sharing buttons at the top and bottom of articles.
  • Keep calls to action above the fold. Make your call to action visible so your offer isn’t dependent on participants scrolling down. Similarly, have a persistent banner or other calls to action below the fold.
  • Put call-to-action options in order of importance. While you can present more than one call to action, make the hierarchy of importance clear to participants. The more important option should be bigger, shown first or be given more prominent positioning.
  • Include social sharing. Ask participants to share your offer with their social network by using social sharing buttons. 
    ll bean million moment campaignL.L.Bean Million Moment Campaign uses social media calls to action on Twitter, YouTube, Google+ and Foursquare, as well as at live events and on their blog.

#5: Maintain a Consistent Presentation on Landing Pages

This is one of the biggest reasons calls to action don’t work. Send prospects to the appropriate step in the purchase process.

Make sure you use the same wording and graphics. The goal is to show continuity. Don’t let the reader think that you’ve sent them to the wrong place or they’ll leave.

king arthur call to actionUse of implied call-to-action on King Arthur Flour recipe for Morning Glory Muffins.

king arthur linksKing Arthur’s Flour links to Morning Glory Recipe have a consistent look and feel.

Tailor landing pages to increase resultsHubSpot research found that using more landing pages yielded better results. This makes sense because it translates to more targeted offers.

hubspot researchHubSpot chart showing the increase in the number of landing pages results in increased leads.

#6: Test to Maximize Results

Every element of your call to action can be tested. When testing, only modify one factor at a time or you won’t know what caused the change. Among the attributes to test are:

  • Text. Check the text on buttons as well as information surrounding the call to action.
  • Color. Take a holistic view of color. Consider the text and button colors, the background and the use of white space around the call to action.
  • Graphics. Test the use of photographs and other images.
  • Size. Assess the size of the call to action relative to the rest of the content.
  • Placement. Consider where on the page the call to action appears.

#7: Measure Results

How can you measure your results? You want to track the impact of your social media calls to action back to your original objectives. Here are some metrics to track:

  • Impressions are the number of people exposed to the call to action.
  • Click-throughs are the number of people who take action.
  • Click-through rate is the percentage of people who checked out your offer out of the number of people who saw it.
  • Completions are the number of people who filled out your form and submitted it.
  • Completion rate is the percentage of people who complete your form out of the number of people who clicked through.