Instagram just signed a $100 million advertising deal with the ad agency Omnicom Group. The Agency will buy up to $100 million in ads on Instagram. They are a few aspects that make this deal promising. First, the deal is flexible. Omnicom doesn’t have to spend the entire $100 million, meaning if they don’t like the results they can spend less. Instagram will be using a native model for their ads that look like regular photos and videos, except they are from brands, just as twitter ads look like normal tweets. Brands will also be offered the opportunity to buy followers, just like on Twitter. Moreover, this deal gives Omnicom a leg up on its competition. There are 150 million monthly active users on Instagram making it amongst the hottest social media platforms out there. For any brand, Omnicom represents the privileged partner to work with. Lastly, it gives Instagram the opportunity to work closely with an agency and develop ads that are more appealing and engaging to a targeted audience. Instagram will surely encounter the same challenges Twitter had with their advertisement model. However, working with an ad agency to slowly introduce advertising to the platform gives Instagram room to experiment.
If you haven’t heard of the Ellen DeGeneres’ selfie at the Oscars that got retweeted more than 3 million times, you probably have been living on another planet for the past few days. However, just in case you have no idea of what I am talking about, here is the picture that was retweeted 3,312,929 to be exact.
Ellen DeGeneres’ selfie now holds the record as the most popular tweet ever, easily outshining President Obama’s 2012 reelection tweet which only got 778,000 retweets. The selfie even knocked Twitter offline for a bit with more than 700,000 retweets and nearly 200,000 favorites in just 30 minutes. Behind every great picture there is a great product. Samsung was the biggest winner of the night, they scored an epic product placement for their new Galaxy Note 3. This social media phenomenon reminds me of the Oreo blackout tweet at the Super Bowl which generated nearly 10,000 retweets per hour. More recently, Arby’s tweet about Pharrell William’s hat at the Grammy brought in an astonishing 78,000 retweets.
Needless to say, the last two years twitter has opened an opportunity for companies to take part in real-time marketing moments. Now let’s turn the mic to YOU…
What was your favorite organic tweet moment so far?
- Ellen's selfie (75%, 6 Votes)
- Arby's hat (25%, 2 Votes)
- Oreo's blackout (0%, 0 Votes)
Total Voters: 8
Promotions on Facebook are a fun and unique way to get the word out about your brand. They allow you to connect with a larger audience that can potentially become customers and loyal fans. They can be an effective method for marketing on Facebook, drive traffic towards the company website, and drive engagement…if done correctly.
Know your Goals
When it comes to running a promotion for your brand, you should always have a set of goals that you want to achieve. Ask yourself what you want to get out of it. Do you want to increase brand awareness? Highlight a new product line? Increase the number of likes on your Facebook page? Everyone has their own goals, but once you know why you’re doing a promotion, you’ll be able to run a more clear and focused contest. You’ll also have a way to measure the success of your promotion.
Learn the Rules
Now that you know what you want to do, hosting a promotion on Facebook seems easy right? Actually, Facebook has their own promotional guidelines in order to host a Facebook sweepstakes or giveaway, and if you don’t follow them you run the risk of having your contest shut down. That’s why it’s very important to familiarize yourself with the rules of the game before you even start: Facebook Promotional Guidelines.
In August, however, Facebook updated their promotional rules. So what did they change? Before, you couldn’t ask users to like or comment on a post to be entered into a promotion. You were also required to host a promotion through a third-party app. Now it is no longer necessary to host a contest via a third-party app. This means that businesses can now run promotions on page timelines and in apps on Facebook. For instance, businesses can now collect entries by having users post or like a page/post and they can now utilize likes as a voting mechanism. These changes offers a lot more flexibility in handling promotions; however, you should still know all the rules.
The Design and Prize
There are four types of promotions that you can run on: Facebook:
Each type of promotion appeals to a different audience so make sure you know who your target audience is. Make the contest fun and creative. Rather than just clicking a like button, allow the participants to express themselves and interact with their friends and community. Just make sure that the design and prize of your promotion is relevant to your brand and message. Offer an attractive and desirable prize. Unless you are Apple, offering an iPad is not a viable prize because it doesn’t promote your brand.
Keep things simple. Make sure the rules, limitations, and deadlines are understandable and not overly complicated. Be up front about them and make them loud and clear. Keep the requirements to a minimum and make it easy to enter. Remember, you want as many participants to take part in your contest, and having them jump through complicated hoops will discourage them from do so. It shouldn’t take any longer than 60 seconds to enter.
Promote and Monitor
Now that you have your Facebook promotion up and running, make sure you cross-promote! Promote across all social media and not just Facebook so that you can generate the most engagement for your promotion. Need to get the word of mouth going? Reach out to already existing fans. Let the contest run for 1 or 2 months so you can get more people to join. Add share buttons to the contest so that fans themselves can share it across multiple social media sites. A successful promotion is when the brand is regularly engaging with its fans. But remember, no one likes a spammer. Listen to comments and feedback. The best kind of contest will be able to provide you with useful customer information. And always follow up with the winner and congratulate them.
It’s important to get as many contact points for a person as possible, so that your brand could engage with them in as many ways as possible. It’s important to maximize your interaction with fans, and the first way to do that is usually to ask them to follow you on other networks. A follower on one network can be easily cultivated to follow you another network.
An easy way to get people to follow you on different networks is by providing incentives that encourages them to share your information on other networks. Incentivizing this type of sharing will not only get you more shares but it will also allow you to collect information such as phone numbers, and email addresses that people provide to participate in the promotion. The more points of contact you have for a person the easier it is to convert them to a customer.
But remember to be interesting by selling less. Speak with the customers instead of speaking to them. The less you talk about sales the more likely it is that you’ll get contacts, referrals, leads and sales.
Social media is used to not only find customers but also keep engaging with your current ones. That means actually keeping in touch and tracking your interaction with them; and that takes a lot of time, manpower and energy which is not always available. So how do you keep engaging your current customers and followers?
You can automate your customer relationship management using automated customer communications services like Demandforce or LoopFX. They let you automatically schedule appointments, reminders, customized emails, newsletters, etc, leaving you free to focus your energy on acquiring new costumers without worrying about up following up with your older customers.
Content is the most important thing in social media. It’s important to have content that is likeable, and concurrently, more shareable. As content gets shared your company gets elevated in the search ranking. To ensure that people keep sharing your information, and improve your search rankings to make it easier for new potential customers to find you; it is essential that you provide new content and information for people to share. Producing great content also positions your company as an industry leader.
But if you don’t have the time to research industry news, and piece together share-worthy tidbits of information, have you considered automating it or outsourcing it? Content creation tools like Curata and Genieo source content from links, Facebook statuses, tweets, videos, Qoura and RSS feeds posts them directly to your company’s website and social media accounts. Or you could hire writers and bloggers on sites like eLance and Fivver to generate content for you at very reasonable rates.
Keep publishing fresh content to keep your site fresh and shareable.
You’ve held the social media promotion; you’ve given away a few products, and you’ve gained a few likes, shares and follows. But is that all you need? For a true measure of impact you need to calculate the ROI. How do you do that?
The key to measuring the impact of a free giveaway is to close the attribution loop. How many people are following you because of that promotion? The impact on sales from each promotion can be easily generated using multi-touch attribution modeling that can be created through your CRM. Having this ability to close the attribution loop means from social promotions to new customers is only the beginning of measuring the impact of social promotions.
Measuring customer acquisition, lifetime value and retention data through attribution will help brands understand different marketing tactics including gift marketing, and the idea that you can acquire a net new customer by giving away a free product.
Before you begin to go hunt for followers you should know what fans are worth to your business. A Facebook follower is worth on average $174 for a brand. That’s $116 more than non-fans.
So now that we know how important Facebook fans are to your business let’s discuss ways to actually gather followers.
Create GREAT Content
Great content is likeable and shareable. People love sharing great stuff with their network of family and friends, especially to people who they think might enjoy the product. Great content allows your fans to do the marketing for you.
The last thing you want is to be forgotten by your fans. Stay on the tip of their tongues by posting at least once a day. If you are getting more engagement then post more. It’s that simple.
Let Pictures say their thousand words
Pictures are the most shared things on social media because it’s so easy to share. Alternate your posts frequently with photos and videos to get the most shares.
Keep it short and simple
Pictures are shared so much more than text posts because users don’t have to read pictures. You want to keep your posts short and easy to read so that people will actually read it and share it.
Social commerce’s biggest impact is providing unique buying propositions for customers and new touch points for companies.
Group buying and group gifting social platforms conveniently bring together family and friends to contribute to a gift for a specified recipient. Facebook apps like gifting on birthdays and eDivvy.com provide simple platforms for users to set up group gifting and handle the logistics of collecting money, sending reminders, and sending the gift.
A unique buying proposition that is particularly relevant for fashion related products. eMarketer.com showed that 81 percent of teenage girls use their friends and peers as a source of trend information and 45 percent seek the opinions of those same groups when purchasing clothing or footwear.
Wet Seal developed a virtual runway where site visitors put together outfits to share with their friends or to present to the community to be voted on. A pair of friends shopping at Wet Seal can use a service powered by Sesh.com to view the same product pages, chat in real time, and use a drawing tool to notate or highlight products they are considering.
Groups for Events
Social commerce facilitates conversion in other areas. For example, many music fans would be more likely to attend an event if they knew their friends would accompany them, and if the process of inviting friends and buying tickets jointly were more seamless. Eventbrite allows for just that sort of group planning through Twitter and Facebook, although it doesn’t yet allow for sales directly through social media sites, but that may change.
Developments like group gifting, social shopping, and ticket buying provide a small glimpse of the potential ROIs on social media.
People love “Free”, and if you offer something for free, people will flock to your promotion. But how do you make money by giving away free products in the social universe?
Get people to subscribe
If you give something away for free, you can ask people to subscribe. Once you have someone’s email address, you can send them updates on your latest products and services that will go straight to their inbox.
If you sell consumer products you can give away free stuff, and if you sell services you can offer free ebooks, guides, etc. If these free items are of interest to the subscribers, than your business has a a list of potential leads.
Giving away free content for likes
Facebook fans are worth more to a brand than non-fans. That’s because brand can put themselves in front of these consumers more often by posting content that is delivered to their social billboards. These fans spend more money, and time recommending the brand to people within their network. How do you do it?
Offering free content, free stuff or an opportunity to win something in a contest is usually enough of an incentive to get fans to ‘like’ or ‘share’ a promotion.