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Tag Archives: Community Management

Twiter and the 2012 Election – Lessons Learned

26 Monday Oct 2015

Posted by leonidesignoryblog in Best Practices, Bloging, Content Marketing, Email Marketing, Facebook, Marketing

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Behavior, Best Practices, Community, Community Management, ebooks

The following is an excerpt from the new ebook, “How to Use the Internet to Win in winningin2016-cover2014: A Comprehensive Guide to Online Politics for Campaigns & Advocates”, available in the Amazon store for the Kindle e-reader and as a PDFn Epolitics.com.

The explosion of Twitter marks one of the biggest changes in the digital political landscape in the last few years — in 2008, Barack Obama had all of 100,000 followers by Election Day, a number that was well above 20 million on Election Day 2012. Though the Twitter and Faceook are often lumped together in the popular mind, Twitter isn’t quite a mass medium in the same way Facebook has become — it’s more of a channel to reach those“influentials” like bloggers, journalists and activists. Also different: you can pretty much post as often as you want on Twitter, while you’ll probably want to limit yourself on Facebook to keep from burning out your audience.

An example of Twitter’s ability to influence the political discussion? In 2012, Obama and Romney campaign staff regularly engaged in “Twitter duels” online, with reporters and activists the intended audience. Though these back-and-forth exchanges probably didn’t change any votes, they got plenty of media attention — mission accomplished.

Functionally, Twitter is the very short equivalent of blogging, with a dash of social networking thrown in: individual Twitter messages (“tweets”) are limited to 140 characters in length, and people generally have to choose to “follow” someone’s Twitter feed in order to see their updates. As with Facebook, essentially anyone or any organization can create a Twitter feed, but in some sense Twitter lacks the reciprocal nature of a true social network — plenty of feeds have thousands of followers but follow far fewer people in return themselves (do you think that Lady Gaga really pays attention to what you say?).

One important consideration — Twitter’s a useful tool for campaigns, but its real political power may lie in what campaigns CAN’T do on it, which is to dominate the conversation. Twitter is truly a democratic medium (with a small “d”), and content and opinions spread on Twitter often find their way onto blogs and cable news and into newspapers. Twitter helps create the sea of information in which modern campaigns swim, and whether or not they’re active on Twitter themselves, it’s likely to shape the political communications environment in which they operate.

What to Tweet?

A common perception of Twitter is that it’s an inherently trivial medium — it’s often spoken of as a way to tell the world what you had for breakfast. But in practice, normal people who fill Twitter’s “airwaves” with self-indulgent drivel generally don’t pick up much of a following (for celebrities, that’s unfortunately NOT so true). In fact, perhaps the most common single use of Twitter is to spread links to blog posts, videos, news articles and other pieces of in-depth content, making the 140-character limit less of an issue.

In general, as in so many other parts of the online advocacy space, readers aren’t likely to pay much attention to you unless you have something of value to offer them. People who tweet too much trivia too often can find their followers dropping off in droves, so be sure to pay attention to the KIND of information you distribute. Not every tweet needs to be a haiku-like gem of wisdom, but it rarely hurts to think for at least a minute or two about your ultimate communications goals before messaging the world. How often people Tweet varies immensely — I have friends who’ve sent out 10 or 20 times more messages over time than I have, for instance. It really depends on what you have to say.

Building a Following

Once you’ve established an initial base of content on Twitter, next start building your following. Unfortunately, short of being mentioned in the Twitter feed of someone famous, finding an audience typically takes time. Start by following the people you want to follow you — your staff, political activists in your state, district or area, local bloggers, journalists, etc., since at least some of them will follow you back right away. Once they do so, you have the opportunity to reach them — and potentially, their own audiences through them.

Supporters = Amabassadors

Of course, you’ll want as many of your supporters to follow you as well, particularly if their own following is large and/or active. So ask them! A “follow us on social media” email is a nice break from a string of fundraising asks, and your supporters may appreciate a chance to help the campaign without having to open their wallets.

@Replies and Hashtages: Engaging the Community and Connecting with Prominent Voices

The most effective way to build your following over time is to actively engage the Twitter community, a process that can take several forms. The most straightforward is to use an “@reply,” in which you reference another Twitterer in your own post (i.e., “@epolitics why don’t you just shut up about this crap”). You can use @replies to hold a back-and-forth conversation with someone, plus they’re a good way to get the attention of someone with whom you’d like to connect (Twitter.com and other Twitter-management tools — like Hootsuite — typically make it very easy to see who’s @replied you).

@replies also play a role in “retweeting,” which is the forwarding of someone else’s posts to your own followers. Retweets are one of the signature characteristics of the ongoing Twitter conversation, since they let people provide value to their readers without having to write new content themselves. Plus, retweeting someone more prominent than you can be a good way to come to his or her attention, particularly if you use the old-school “RT @reply” method rather than Twitter’s newer built-in retweet function (RT’ing a tweet as an @reply also lets you add a comment, another valuable feature).

Besides RT’s, the other common bit of Twitter shorthand you’ll commonly encounter is a “hashtag,” a word or abbreviation preceded by the “#” sign. Twitterers use hashtags to refer to a topic that’s being discussed by several people at once, for instance an issue, event or public figure, and people often use Twitter’s search function to follow the extended discussion around a particular tag. This tendency makes hashtags a valuable way to gain exposure to new followers and to find yourself retweeted, assuming of course that you have something interesting to say. Some websites attempt to keep track of common hashtags, but the easiest way to find the hashtags in general use is to use a Twitter search around a topic and look for the tags terms people are using when they talk about it.

Engaging the Twitter community is obviously time-consuming, since you have to pay attention to what many different people are saying — you can’t participate in the conversation unless you’re actually listening. Besides hashtags, dedicated Twitter-management tools like Hootsuite and TweetDeck let you break the feeds you’re following down into various groups, for instance based on topics they cover or the kind of author they are (hint: track relevant journalists), and they also tend to speed up the process of posting content vs. going through Twitter.com itself. A good tool will typically allow you to pre-schedule Tweets for publishing, something that’s particularly handy if you have content that needs to go out over the weekend or while you’re traveling.

Besides public conversations, you can also “Direct Message” someone behind the scenes if you are following each other reciprocally, and I’ve known people who’ve been able to connect with a blogger or reporter via DM whom they’d never been able to reach via email.

Advanced Tactics

Twitter has given rise to an impressive array of different tactics and practices in its short time on Earth. “Live-Tweeting” an event involves covering it comprehensively as it happens, and social media-friendly conferences and seminars typically promote the use of certain hashtags to facilitate the process. Activists or groups can also pre-arrange TweetChats, which are public discussions at a particular time and around a particular hashtag. Many people pay attention to the hashtags that are “trending” on Twitter, i.e., becoming widely discussed, and the goal of a TweetChat or live-tweeting is often to either encourage a topic to trend or to ride the wave of a subject that’s moving up the popularity ladder. Finally, a Twitter interview can be an interesting way to run a one-on-one public conversation, though it practice it can feel like competitive poetry or a freestyle rap showdown — i.e., a public balancing act on a very narrow wire.

Twitter and Cell Phones

A common question about Twitter: why the 140-character limit? The answer is cell phones — Twitter is designed to be used like SMS text messages, making it one of the few online tools commonly and easily works on handheld devices. Some organizers have taken advantage of this fact to use Twitter to help rally communities in which cell phones are more common than access to the traditional internet. Others have used the Twitter/phone connection for on-the-spot coverage of rallies and other events, particularly as a means to distribute photos and videos shot with their phones. Finally, some campaigns in 2012 employed “protected” Twitter feeds — ones that can only be followed by people “approved” by the feed owner — to organize field staff and volunteers on the fly.

Advertising on Twitter

Update: this section has changed in the version 2.0 of this ebook, published in April of 2014! Please go toTwitter Advertising for Politics & Advocacy for the latest information.

Warning: Ways to Stumble

The most important Twitter rule to remember? Don’t be an idiot, since something you post on Twitter will live forever, even if you try to delete it (just ask Anthony Weiner). Even if you’re smart enough not to send topless photos over the internet, a big mouth can still get you into trouble. As a friend of mine once said of a Democrat challenging Sen. Chuck Grassley, “as long as he has a Twitter feed, she has a chance.”

Another note of caution: electoral campaigns in particular need to be careful to distinguish between a candidate or officeholder’s Twitter feed and one updated by staff, since Twitter as a community tends to value authenticity. If Twitterers find out that a “candidate’s voice” is not actually his own, the campaign’s credibility can take a hit. Campaigns can use both approaches in a single feed if it’s clear whose voice is speaking at any given time, and can even turn a relatively rare candidate appearance on his or her own feed into an event to promote. Finally, don’t forget that once a campaign has a Twitter feed, people will expect to be able to follow it and interact with the author(s). Don’t start a feed and let it die of neglect.

For more from this chapter, please download your copy of “How to Use the Internet to Win in 2014″ today.

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Political Social Media Campaigns – How and Why they can win or lose elections.

26 Monday Oct 2015

Posted by leonidesignoryblog in Best Practices, Content Marketing, Marketing

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Behavior, Best Practices, Community, Community Management, Engagement

vote-for-me-buttonStarting out, knowing the ins and outs of online networking can be a bit daunting for candidates. Here are a few tips for political campaigns are unfamiliar or starting out with the whole social media thing.

First a note to the candidates:

Much of how campaigns have been using social media amounts, at best, to a waste of people’s time and attention, and, at worst, to relentlessly spamming your friends. Not only is this ineffective, you’ll likely be irritating some of your friends and supporters – and I know you don’t want to do that.

For the candidates (and those who love them), I offer a few tips for using social media to get you started:

  1. Define your objectives: It’s amazing how often this step is bypassed. Do you want to use social media to communicate with your existing supporter base or grow your base? Do you want to raise funds, awareness or both? Knowing the answer to these question will have a lot to do with your strategy. I’ve seen campaigns hoping to grow (don’t they all?), but using the tools as if they only wanted to be in touch with an existing audience. It shouldn’t have been a surprise that the online community didn’t grown much.
  2. Engage (a.k.a. It’s not all about you): Don’t just publish. If you primarily use these new channels to push out your “Come learn about me” events and links to your “Donate here” page, people will tune out pretty quickly. Don’t miss the important opportunities to talk with, not at, your audience. Doing this well will build your reputation and visibility.
  3. Public vs. Private: Know what content (information, photos, etc.) about you can be seen online by the many (everyone) or by the few (close friends and family). Then, assume that it all can be seen by the many and plan with that in mind.
  4. Connect the online and offline worlds: Most of your activities and content should have both online and offline components woven seamlessly together. This can range from posting photos on Facebook from an offline event to holding live events online allowing a large group the opportunity to interact in real-time, and everything in between.
  5. Fish where the fish are: People want to hear from you where they hang out, not where you want them to be found. The fish are on Facebook, Twitter, YouTube; not on your website. If you wait for the fish to come to you, you may be sitting alone with your pole in the water for a very long time.
  6. Get a running start: It takes time to build real momentum, so start early. Sure, you can easily get a certain number of Facebook fans or Twitter followers in a short period of time, but will they be the right ones? Would you prefer to be connected to more people who don’t care about you or your message or fewer who are engaged and interested?
  7. Damage control: Most people aren’t thinking about this as a top priority when they begin engaging through social media. We don’t really expect damage, so why would we be thinking about damage control? The fact is that, should something go awry or someone have something negative to say, it’ll be online in a heartbeat. If you’ve done a good job establishing your community online and have shown yourself to be authentic and responsive, you’re in a much stronger position to be able to respond to the situation in a faster and more credible way than had you not built your online presence so thoughtfully.
  8. It takes work: Social media is not a set-it-and-forget-it proposition. For some reason, many have the misconception that all that is required is the up-front work to set up a “presence.” In order for your online presence to work for you, it takes work – attentive, responsive, ongoing work. I’ve seen many people set up Facebook pages, encourage people to join and then allow it to go dormant, even when community members post messages or questions. This is akin to publishing your phone number, yet not answering when someone calls.
  9. On a list of 8 tips, this important one comes at no extra charge: This may not be the best job for the intern or your neighbor’s son: I’m sure the intern and the neighbor’s son are delightful people. They might even be heavy Facebook users. Just because someone does something often doesn’t mean they do it well. At speaking engagements, I often use driving as an example. I know people who have been driving for years, but when I’m in the car with them, my foot instinctively searches for the brake pedal on the passenger side. They drive a lot; they don’t drive well. Understanding best practices, the nuances of various tools, social media analytics and the pace and etiquette of the different social platforms are not simple tasks. There is too much at stake. Find (or hire) the right person to help you leverage the potential of social media and taking your campaign online – where the fish are.

Running a campaign isn’t easy. It takes a dedicated team to develop and execute the campaign’s strategy. You don’t need a separate social media strategy. What you need is a good understanding of how to use social channels in a way which supports your campaign strategy. Understanding why this is important and how to execute this will go a long way toward having the candidate be every bit as compelling online as they are in person.

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Timeline Contests Break Facebook’s Rules!

11 Monday May 2015

Posted by leonidesignoryblog in Best Practices, Facebook

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Behavior, Best Practices, Community Management, contests

I’ve been keeping an eye on my news feed (as you’ll recall, I’ve liked over 4000 pages & counting) in hopes of finding lots of good & bad examples of contests being run since the rule change.

Honestly speaking, I’m not seeing as many contests as I’d expected.

This is probably because most of the pages I’ve Liked are larger company pages — and not small local pages.

In my opinion, contests on Facebook tend to work best with smaller, local pages — and maybe also with personality type pages, like music bands.

In any case, here are 3 examples of Timeline contests that violate the new Facebook Promotion Guidelines.

1. Tag To Win

According to Facebook’s Promotion guidelines :

In order to maintain the accuracy of Page content, our Pages Terms now prohibit Pages from tagging or encouraging people to tag themselves in content that they are not actually depicted in. So, for instance:

  • It’s OK to ask people to submit names of a new product in exchange for a chance to win a prize
  • It’s not OK to ask people tag themselves in pictures of a new product in exchange for a chance to win a prize

But time & time again I see pages (even after Facebook made the new guidelines) clearly instructing their fans to tag themselves in a photo to enter a contest.

An example of this is on the Nature’s Bakery page:

natures bakery facebook tag contest

This is a clear violation of the Facebook Page Guidelines — but as you can see, 108 people Liked the post & there are 126 comments.

So you can see why doing this kind of contest is tempting.

2. Share To Win

I see this one much more often than the “Tag to Win” contest.

Our friends at Nature’s Bakery appear to be offenders on this type of contest as well:

share to win facebook contest

What do the Facebook Guidelines say?

Promotions may be administered on Pages or within apps on Facebook. Personal Timelines must not be used to administer promotions (ex: “share on your Timeline to enter” or “share on your friend’s Timeline to get additional entries” is not permitted).

Translation: Page owners can encourage users to share the contest & come vote — by Liking their comment on a contest — but sharing cannot be a form of entering the contest.

Looks like 144 people helped Nature’s Bakery violate the rules!

Just so you don’t think I’m picking on Nature’s Bakery, here’s another offender (Lake Tahoe North) that collected 176 shares:

share photo to win facebook contest

3. Upload Cover Photo to Win

This is an old trick I’ve seen many page owners use over the years:

  1. Load a great cover photo promoting your product or event
  2. Encourage fans to upload it as their cover photo for a chance to win something

Is this against the Facebook Guidelines?

Let’s see:

All covers are public. This means that anyone who visits your Page will be able to see your cover. Covers can’t be deceptive, misleading, or infringe on anyone else’s copyright. You may not encourage people to upload your cover to their personal timelines.

Yep, seems like it’s against the guidelines to me!

Even if you aren’t doing it as a contest, encouraging fans to load your cover as theirs for exposure is a no-no.

Here’s an example from a band, Fresh Bakin, who recently asked fans to load their cover photo to win tickets:

cover photo facebook contest

There is no way of knowing how many fans actually uploaded the cover — but it does appear 91 people Liked the image, which was part of the “rules” for their contest.

Legit Facebook Timeline Contests

Don’t get me wrong here — if you want to run a contest on your timeline, then go for it!

Just make sure you follow the Facebook Guidelines.

Promotions

1. If you use Facebook to communicate or administer a promotion (ex: a contest or sweepstakes), you are responsible for the lawful operation of that promotion, including:
a.   The official rules;
b.   Offer terms and eligibility requirements (ex: age and residency restrictions); and
c.   Compliance with applicable rules and regulations governing the promotion and all prizes offered (ex: registration and obtaining necessary regulatory approvals)
2. Promotions on Facebook must include the following:
a.   A complete release of Facebook by each entrant or participant.
b.   Acknowledgement that the promotion is in no way sponsored, endorsed or administered by, or associated with, Facebook.
3. Promotions may be administered on Pages or within apps on Facebook. Personal Timelines must not be used to administer promotions (ex: “share on your Timeline to enter” or “share on your friend’s Timeline to get additional entries” is not permitted).
4. We will not assist you in the administration of your promotion, and you agree that if you use our service to administer your promotion, you do so at your own risk.

In other words, you can require fans to enter your Timeline contest by:

  • Liking a post
  • Commenting on a post
  • Liking & Commenting a post
  • Posting on the Page’s timeline
  • Sending a Message
  • Having the comment with the most Likes

It’s very tempting to run contests that involve sharing, tagging & uploading your cover photo — but don’t do it.

And obviously you can still use 3rd party apps to run your contest.

You’ll need to weigh the options of whether you run a Facebook Timeline contest or use a 3rd party app — that’s your call.

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Social Media Personas- What are they and how do I use them

02 Thursday Apr 2015

Posted by leonidesignoryblog in Best Practices, community manager, Content Marketing

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Behavior, Best Practices, Business, Community Management

Social media platforms allow different facets of your audience’s personality to shine through. These traits are useful to incorporate into your marketing personas to better understand and develop targeted communications and content. These characteristics form a social media persona.

Here are three attributes that influence social media persona development.

Motivation for social media participation. One way to assess your social media audience is to understand what drives them to engage with your company on these platforms. By doing so, you can more effectively fulfill their objectives. Here are five of the major categories of participants who interact with firms on social media.

  1. Fans. These participants like your product or firm. They’re willing to show their association with your organization. But don’t assume that their willingness to raise their hand translates to purchase.
  2. Information seekers. These social media participants are focused on finding out more about your products and organization. They actively look for additional information to make the optimal purchase decision and to maximize product usage.
  3. Discount hunters. These are the price savvy shoppers. They associate with you on social media only to get access to discounts and promotions. They’re only loyal so long as you’re giving them the best offer.
  4. Thought leaders. When these social media participants communicate, others listen. They tend to have influential blogs and large numbers of followers. They’re popularity can be social media based or from real life. They’re in-the-know trendsetters. They can move the social activity needle when they endorse your product or blog. Their comments and shares drive traffic.
  5. Detractors. These people have issues with your firm and want others to know it. Often they’ve tried other routes to get their grievances addressed.

Function in the purchase process. It’s useful to know if the people who engage with you on social media platforms are in the market to buy from your organization. If so, how does this influence what they seek on social media platforms?

  1. Prospects. These are potential customers checking out your firm. They may have heard about your company from friends and colleagues.
  2. Customers. These people have bought from your firm recently or in the past. They may be looking to see your current offering, to get more information regarding product usage, or just want to associate with your firm.
  3. Influencers. These people help make the purchase decision. They may do the research or just give their input. In large organizations, especially B2B and not-for-profit, their opinion can sway purchase decisions.
  4. Decision makers. These are the people who ultimately make the purchase choice. Within a company, they have a lot of authority.
  5. Fans. These are past purchasers who like your company and/or products. They’re worth their weight in gold because they tell others to buy from you. They want to engage with your company on social media.
  6. Employees. The people who work for your firm. Train them to represent your company, particularly your social media team and customer service reps, to participate in a way that’s consistent with your organization. Have a set of social media guidelines so employees know how to identify themselves on social media platforms when they represent you and when they’re engaged in their private lives.
  7. Competitors. These participants work for your competitors. Unless your competitors have high visibility thought leaders, you may not be able to distinguish them since they’ll engage through personal social media accounts. Assume your competitors know what you’re doing on social media.

Type of social media interaction.  On social media platforms, participants act in one of three major ways.

90% lurk, 9% comment, 1% create

  1. Lurkers. Comprising roughly 90% of your total visitors, this is the great silent majority. While many marketers and bloggers are disappointed that these people don’t “do anything,” in reality, these lurkers can be your loyal readers or visitors. They just don’t do anything public on your social media platform. Notice, I didn’t say trackable. They are the bulk of your visitors generating the bulk of your pageviews.
  2. Commenters. Accounting for about 9% of your visitors, these people take a small action. It can be a social share, voting or short comments. The easier you make it for them to do something, the more likely they are to act. These participants may exercise their creativity in terms of curating other people’s content since this is a low involvement way of distributing content.
  3. Creators. Comprising a mere 1% of your base, these people actively engage. They leave comments, review your products or write guest posts. For most marketers, these participants are nirvana. Of course, you have no control over whether what they say is positive or negative. This small percentage of active contributors is one reason that marketing plans based on user-generated content are challenged.

To more effectively engage with your firm’s prospects, customers and fans on social media, it’s useful to create a social media persona or to augment your marketing persona with this information. Specifically, consider what motivates them to engage with you on social media platforms, understand their function in the purchase process, and the way they interact on these platforms.

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Social Media and Email Marketing – How To Leverage Them

30 Monday Mar 2015

Posted by leonidesignoryblog in Best Practices, Email Marketing, Facebook, Google+, Instagram, Pinterest

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Best Practices, Community Management, content marketing, Email Marketing

Want to know how to grow your email list?

Are you using social media to support your email list growth?

If you’re thinking of marketing tactics such as email and social media as two separate entities, you’re missing out on a lot of benefits.

In this article you’ll discover tips for using social media to improve your email marketing.

improve email marketing with social media

Discover how to improve your email marketing with social media.

What You Need to Get Started

There are two things you ideally need to make most of the tips in this article. In general, both will help you grow your email list.

A Lead Magnet

A lead magnet is a freebie you offer people in exchange for their email address. The freebie can be an ebook, whitepaper, report, access to a tool, template, video, presentation, course, etc. You can see a lead magnet in action on the homepage of Social Media Examiner.

social media examiner lead magnet

Example of a lead magnet promotion at the top of Social Media Examiner.

You should create your lead magnet with your ideal email subscriber and customer in mind. For example, if you want CEOs interested in social media to subscribe to your email list, create lead magnets about social media geared towards CEOs instead of people who work for them.

If you decide to use more than one lead magnet, you may want to create a resources section, learning center or another similar area on your website to help people find all of your freebies.

Visual.ly, for example, offers several lead magnets in their content hub. When you download one of their lead magnets, you’re taken to a squeeze page—the next thing you need for your own email marketing.

A Squeeze Page

A squeeze page is a landing page dedicated to converting visitors into email subscribers. Ideally, your squeeze page should include some information about your lead magnet and an opt-in form to capture your visitors’ information and email.

visually squeeze page

Example of a squeeze page for email subscriber opt-ins.

If you need to qualify leads for your products or services, you may want to include a couple of questions to find out who the subscriber is and what his or her needs are. But if your main goal is simply to grow your email list, fewer questions will lead to more subscribers.

Armed with the URL to your latest lead magnet squeeze page(s), here are some ways to use social media to grow your email list.

#1: Facebook Promotion Options

Facebook Page Short Description

You have the opportunity to share URLs in two places on your Facebook page. One of those is in the main website field for your page and the other is in your page’s short description. This is a great place to share the URL for your lead magnet.

The short description field is limited to 160 characters, so use them wisely to describe your business and get people to your lead magnet.

Facebook Page Custom Tabs

Custom tabs are applications you add to your Facebook page to create a specific functionality. For example, the Convince & Convert Facebook page uses a custom tab to house an opt-in form for their email newsletter.

convince & convert custom tab

Example of an opt-in form on a Facebook page custom tab.

Find out if your email marketing software provides a Facebook app to create an opt-in form on a Facebook page custom tab or you can use an app like Woobox Static HTML to display an opt-in form on your own website.

Facebook Page Call-to-Action Button

The Facebook call-to-action button can also be used to direct people to your squeeze page. Simply use the Sign Up text option and link it to your squeeze page.

call to action button set up

How to set up a call-to-action button on your Facebook page.

To encourage people to click on the call-to-action button, you can create a custom Facebook cover photo that promotes your lead magnet and points to the button.

Facebook Page Cover Photo

Speaking of the cover photo, you can also use the cover photo’s description to link to your squeeze page like Mari Smith does.

cover image with link in description

Example of a Facebook page cover photo promoting a lead magnet.

Even if you don’t use your cover photo to promote your lead magnet, you should at least update it to include a link to your website so people can click through to it.

Facebook Advertising

Facebook ads are a perfect way to promote your lead magnet and get your ideal subscribers signed up to your email list. Formstack‘s ad is a perfect example of promoting a free ebook, using a great image and a download button as the call to action.

formstack lead magnet in facebook ad

Example of a Facebook ad promoting a lead magnet.

Be sure to use the interests and demographics targeting options to go beyond age and location targeting to qualify the leads who see the invitation to your email list. The more qualified your leads, the better your email marketing will perform.

facebook ad targeting

How to use targeting options for a Facebook ad.

You can also upload your current email list as a custom audience and create a lookalike audience to target people similar to your current email subscribers.

facebook lookalike audience

How to create a lookalike audience from your email list.

Choose Lookalike Audience in your ad’s targeting options in the Custom Audiences field to promote your lead magnet to them.

Only use this option if you feel that your current email list is fully qualified for your business. Otherwise, you simply attract more unqualified email leads.

#2: Twitter Promotion Options

Twitter Bio

Similar to using the short description on your Facebook page, you can use your Twitter bio to promote your lead magnet and leave your website field for your main website URL.

link in twitter bio

Example of a link used in the Twitter bio.

Placing the URL of your squeeze page in your Twitter bio is particularly useful because only the link in your Twitter bio shows up in places like Twitter search results.

twitter bios in search results

Example of how a link in a Twitter bio appears in Twitter search results.

For maximum effectiveness, avoid including hashtags and other Twitter profile @username handles. That makes certain there’s only one clickable item in your Twitter bio for people to act on.

Twitter Lead Generation Card

The Twitter lead generation card is a feature that lets you collect email addresses directly from within Twitter. You’ll find it in the Twitter ads section and the setup will look like this.

twitter lead generation card

How to set up a Twitter lead generation card.

Additional configurations for specific CRM software (like Salesforce) can be found in the Twitter Help Center’s guide to setting up a lead generation card.

Otherwise, you download the list of email addresses from users who opt in from your card and upload it to your email marketing service. You can find your leads by going to your cards and clicking on the Download Leads icon (the one with the right arrow).

exporting leads

The location of your Twitter lead generation card submissions to export.

To get exposure for your Twitter lead generation card, simply tweet it to your audience or promote it using Twitter advertising.

Twitter Advertising

To promote your Twitter lead generation card or tweets with links to your latest lead magnets, you can use Twitter advertising. Just like Facebook ads, you can target qualified audiences. On Twitter, you do this with interests and followers of other Twitter accounts (like your competitors).

twitter ad targeting

How to target specific audiences for a Twitter ad campaign.

As with Facebook, you can market to custom audiences on Twitter. Start by uploading your current email list to Twitter’s audience manager. Choose your email list as a tailored audience, and then check the box for targeting users similar to your tailored audience. Then select your email list as a tailored audience again to exclude these users from ad targeting (since you don’t need them to sign up again).

You can also create a tailored audience from your customer list to ensure qualified subscribers by targeting your ad to a similar audience.

#3: LinkedIn Promotion Options

LinkedIn Publications & Projects

On your personal LinkedIn profile, you can add a Publications section that allows you to link directly to your ebooks, whitepapers, etc. You can also use this to link directly to your lead magnet squeeze pages.

linkedin publications

Example of the LinkedIn Publications section linking to a lead magnet.

If your lead magnet is a tool, like a free calculator, add a link to your tool in the Projects section of your profile.

linkedin profile editing

Where you can find the Publications and Projects sections to add them to your profile.

You can add both of these sections to your profile by using the guided profile editing option.

For more visibility, add your best lead magnet to the website links in your Contact Info. This adds it to the top of your public profile so visitors who aren’t logged into LinkedIn can still see it.

LinkedIn Advertising

For businesses looking to target specific professionals as email subscribers,LinkedIn advertising offers the best professional ad audience targeting options to help you get the ideal email subscribers on your list.

linkedin targeting options

How to target specific audiences with LinkedIn advertising.

Additional Opportunities on Social Media

Additional ways to promote your lead magnets and grow your email list with social media include the following.

  • Pin a great image of your lead magnet to your Pinterest profile and link that image to your lead magnet squeeze page.
  • Share a great image of your lead magnet to your Instagram profile andtell people to click the link in your bio. Temporarily (or permanently) change the link in your Instagram profile to point to your lead magnet squeeze page. Be sure that your squeeze page is responsive, since most people from Instagram will be viewing it on their mobile device.
  • Create videos on Vine and Snapchat telling your fans to download your latest lead magnet. Make sure your URL is short, easy to say, and easy to remember, like yourdomain.com/freereport.

#4: Make Sharing Easy

You don’t have to rely solely on your own promotion tactics to get more people to your squeeze pages. You can enlist the help of people who’ve already downloaded your free ebook or report.

Let’s say you offered a free ebook as a lead magnet. Simply create a landing page that thanks people for reading your latest ebook and add social sharing buttonsthat allow them to share the squeeze page for your lead magnet with their own audiences.

To get people to share on Twitter, pre-populate a Twitter Share button with custom text and the URL of your squeeze page. Make sure the URL being shared is the squeeze page of your lead magnet. Otherwise, you’ll end up with people sharing your thank-you page.

tweet button set up

How to set up a Twitter Share button for your lead magnet squeeze page.

Now, the tweet automatically points to your squeeze page!

sample tweet

Sample tweet configured in Twitter Share button setup.

You can configure a Facebook Like button in much the same way.

facebook like button set up

How to set up a Facebook Like button for your lead magnet squeeze page.

Add a LinkedIn Share button.

linkedin share button set up

How to set up a LinkedIn Share button for your lead magnet squeeze page.

Include a Pinterest Pin It button.

pinterest button set up

How to set up a Pinterest Pin It button for your lead magnet squeeze page.

Put It All Together

Once you’ve begun collecting your high-quality leads, there are a number of ways you can use social media to impact your email marketing campaigns.

For example, you can use your Twitter audience to split test email subject lines. If you send your experimental tweets through Buffer, you’ll get the following analytics for each tweet.

buffer metrics

Buffer analytics for a tweet.

The tweet with the most engagement can be considered the best headline, and the best headline should be used as the best email subject line.

Or you can get more traction for current email campaigns by targeting your email subscribers with social ads on Facebook and Twitter. Make sure the campaign and your social ads use the same images, call to action, etc., so your subscribers are presented with a similar message no matter where they see it.

What do you think? Have you learned a few ways social media can help grow your email list and reach your email subscribers? Do you have additional tips?Please share them in the comments!

Shared with permission via SM Examiner

By Kristi Hines

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03 Tuesday Mar 2015

Posted by leonidesignoryblog in Best Practices, Content Marketing, Facebook, Google+, Instagram, LInkedIn, Pinterest, Twitter, Yelp, YouTube

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Best Practices, Community Management, Engagement, Facebook, facebook page insights bug, LinkedIn Insights, MOBILE SOCIAL NETWORKING, Online Marketing, Pinterest, Twitter

How long should my tweet be? Or my blogpost? Or my headline?social-media-length-infographic

I ask this question a lot. It seems that others do, too. Our first take on coming up with the ideal length of all online content proved quite useful for a lot of people.

I’d love to see if I can help make it even more useful.

Along with all the best tips on optimal lengths for tweets, blogposts, headlines, and more, I’ve added a few additional lengths to the list—the ones that came up most often in the comments of the last post, like SlideShare length, Pinterestlength, and more.

And to make it just as easy as possible to consume all this information quickly and easily, we partnered with our friends at SumAll to place the data and insights into a fun infographic. Check it all out below.

If you enjoy the snazzy look and helpful info in this infographic, SumAll published a companion infographic (in a super cool, printable pdf format) over on their blog.

For the free, print-ready infographic, visit the SumAll blog.

SumAll is one of our favorite social media tools. They do social media tracking better than anyone we’ve found—all your data, all in one place, for free.

Here’s a sneak peek of what you’ll find in the downloadable, printable version of the infographic.

SumAll-printable-animals-final

The data-backed findings for the optimal length

It seems like people love to be told what works best. They love to have a starting point.

And that’s what these ideal lengths represent: starting points. We wrote a bit on the topic of how to implement data into your social media strategy. Do you take best practices like these ideal lengths as gospel truth? Not quite.

Take these as best practices, as jumping off points, as ideas to iterate on.

Put them to the test, and see what is right for you.

The optimal length of a tweet — 71 to 100 characters

Not only does this length give you enough room to share your message, it also provides room for someone who retweets you to add a message of their own.

retweet example

If you’d like to get ultra-specific with exactly the optimal length of a tweet for your specific Twitter account, you can find this by running the numbers on your Twitter analytics. We wrote up instructions on how to find your ideal tweet length by graphing it vs. engagement.

For the Buffer account, our sweet spot is between 80 and 120 characters.

Until you test and discover the right length for you, stick to the 71-to-100 character guideline.

What makes this length optimal? Tweets at this length get more retweets. They also have higher reply rate, retweet rate, and combined reply/retweet rate (these latter of which shows engagement per followers).

Where’d this data come from? A pair of studies have found the 100-character mark to be the sweet spot for tweet length. Track Social studied 100 major brands (Oreo, Zappos, ESPN, etc.) for a 30-day period in the fall of 2012. Buddy Media studied 320 Twitter handles from major brands for two-and-a-half months at the beginning of 2012.

The optimal length of a Facebook post – 40 characters

Shorter seems to be better on Facebook.

Maximum engagement happens at 40 characters (so, too, does minimum quantity, meaning that a vast minority of Facebook posts hit this 40-character mark). And engagement slowly wanes the longer you go.

An 80-character post is better than 100-character post.

A 40-character post is better than 80.

The upside to such a small window is that sharing a Facebook links lets you fudge a little on the amount of text in your update. Links show the title and description of a post, along with the update you type.

And how much can you fit in a 40-character window?

Here’s a post that landed under 40 characters (26 to be exact).

moz facebook screenshot

What makes this length optimal? Posts at this length tend to receive higher like rate, comment rate, and combined like/comment rate (stats that include a comparison of total engagement to number of Facebook fans.)

Where’d this data come from? A pair of studies have each found that shorter is better on Facebook. A Buddy Media study of the top 100 retailers Facebook pages during a six-month period in 2011 is one of the most-cited sources. Also in 2011, BlitzLocal studied 11,000 Facebook pages over a seven-month period.

The optimal length of a Google+ headline – 60 characters maximum

Google+ updates often take on the appearance of blogposts with bold headings up top and a body of text below. These top headings are the ones you’re best off optimizing. And 60 characters is as long as you should go.

google plus example

What makes this length optimal? It’s the maximum length for a Google+ headline to span one row before breaking to a second line.

Where’d this data come from? Demian Farnworth of Copyblogger tested out the length with posts on the Copyblogger page. He found that bold headlines could reach 60 characters before additional words would be bumped to the second line.

The optimal width of a paragraph – 40 to 55 characters

Before researching this one, I seldom thought about the width of my paragraphs. Readers might not think much of it either, but usability studies and psychology suggest that they notice it nevertheless.

What makes this width optimal? At this width, the content appears simple to understand, and readers feel they can comprehend the subject matter.

Where’d this data come from? Derek Halpern of Social Triggers synthesized a pair of research studies to arrive at the 40-to-55 character recommendation. The studies he cited include a 2004 meta-analysis by Mary C. Dyson of the University of Reading and a 1992 study from a team of Netherlands researchers.

The optimal length of a domain name – 8 characters

What characteristics do some of the best domain names have in common?

  1. is short
  2. is easy to remember
  3. is easy to spell
  4. is descriptive or brandable
  5. does not contain hyphens and numbers
  6. has a .com extension

Length, in particular, can be a tough one to nail down as dot-coms get snatched up so quickly. If you can’t secure the dot-com of your dreams, there are more and more websites going the route of .co and .io.

What makes this length optimal? This is the most common domain name length for the Internet’s most popular websites.

Where’d this data come from? In 2009, Daily Blog Tips conducted an analysisof the top 250 websites in Alexa site rankings, counting words and characters that appeared in each domain name.

The optimal length of a hashtag – 6 characters

What makes this length optimal? The 6-character hashtag recommendation comes from a handful of Twitter experts and is cited by Hashtags.org, one of the leading sites on the data and usage of hashtags.

The optimal length of an email subject line – 28 to 39 characters

How does an optimal subject line look in the inbox? Here’s a sample from my Gmail.

inbox

Clearly, there are a ton of different ways to approach writing a subject line, and length is equally as important to test as the rest of the elements. If you’re looking for a place to start your tests, the optimal length of 28 to 39 characters is a good bet.

What makes this length optimal? You may see a slight uptick in open rate and click rate at this length.

Where’d this data come from? A 2012 study by Mailer Mailer looked at 1.2 billion email messages to identify subject line trends.

The optimal length of an SEO title tag – 55 characters

SEO titles are the titles of your webpages and blogposts that show up in search results.

If you want this …

seo 1

… instead of this …

seo 2

… stick with the optimal SEO title length.

What makes this length optimal? Google search results tend to truncate titles with an ellipsis (…) if they go beyond the 55-character mark.

Where’d this data come from? In March 2014, Moz analyzed 89,787 titles in search results pages.

The optimal length of a blog headline – 6 words

I absolutely love good headline advice, which is why this bit is such a fascinating learning. On the Buffer blog, we tend toward the biggest, boldest headlines we can come up with. Could it be that the smaller, six-word headlines do best?

headline 1

vs.

headline 2

What makes this length optimal? Our eyes tend to pick up on the first three words of a headline and the last three words.

Where’d this data come from? KISSmetrics author Bnonn cites usability research that confirms scanning of headlines. Also, Jakob Nielsen ran usability testing in 2009 based on the idea that readers typically consume only the first 11 characters of a headline.

The optimal length of a LinkedIn post – 25 words

The results on optimal LinkedIn length depend on whom you’re targeting. Are you trying to reach out to businesses or consumers?

One of the few studies on LinkedIn length—a 2012 report from Compendium—pulled statistics for each type of business: B2B and B2C. Here’s what they found.

linkedin-optimal-length

What makes this length optimal? The results in the Compendium study tend to focus on clickthroughs as the basis for recommending best practices. It’s safe to assume an ideal length of a LinkedIn post would be based on clicks, too.

Where’d this data come from? In 2012, Compendium released its findings on a study of 200 companies on social media, looking at business-to-business and business-to-consumer best practices.

The optimal length of a blogpost – 1,600 words

We recently ran a blog content audit, and one of the results of the audit was some insight into the ideal length of Buffer blog posts.

1,600 words makes for a good guideline to get started.

We’ve found that 2,500-word posts tend to do best for us.

word-count-social-shares-1024x668

This reinforces the need to check these lengths against your own data. And if you’re just starting out, it might be smart to start off with 1,600 words per post and adjust from there.

What makes this length optimal? At this length, you can expect readers to spend the maximum amount of time reading your content. Total time on page is highest at the 1,600-word length than any other length.

From the Medium study:

7-minute posts capture the most total reading time on average.

Where’d this data come from? In December 2013, Medium published the results of its time on page analysis for blogposts on its network.

The optimal length of a YouTube video – 3 minutes

How much time do you get to tell your story in a video? How long until someone loses interest and clicks over to the next link? These are big questions for video marketers who compile their content with timestamps in mind the same way bloggers compose with word count.

What makes this length optimal? This is the average video length of the top videos on YouTube.

Where’d this data come from? In 2012, ReelSEO counted the length of the top 50 YouTube videos and found the average duration to be 2 minutes, 54 seconds. Google researchers from the YouTube team confirmed the ideal length to be three minutes as well, according to an interview with Clinton Stark.

The optimal length of a podcast – 22 minutes

Podcasting has become more and more a part of content marketing strategies for brands big and small. There are sure to be additional studies that come out on best practices for publication and promotion. In the meantime, optimal length is a good place to start. Keep things 22 minutes or shorter.

What makes this length optimal? The 22-minute mark is when an average user disconnects from a podcast.

Where’d this data come from? The data is reported from Stitcher, an online podcast streaming service.

The optimal length of a presentation – 18 minutes

Famously, the 18-minute mark is where TED Talks max out their presenters. Anyone who shares must stay under 18 minutes. Here’s why.

What makes this length optimal? This seems to be the upper limit for how long a person can pay attention before losing focus.

Where’d this data come from? Author Carmine Gallo, who has written on the history of TED Talks, cites scientific research from Dr. Paul King of Texas Christian University as well as insight into how the brain processes new information (and expends energy while doing so).

The optimal length of a SlideShare – 61 slides

You’d think that SlideShare best practices would be cut-and-dry. My research wasn’t quite so clear.

The 61-slide recommendation comes from HubSpot’s Dan Zarella who is well-known for his in-depth and accurate research on social media. From a data-backed perspective, 61 slides seems like a safe way to go.

Per HubSpot:

We can only speculate about why this is true, but it may be owed to the fact that SlideShare is a site mostly used by professionals who are likely seeking data-focused, meaty presentations with a lot of depth. Don’t be afraid to get detailed in your SlideShare content, and load your presentations with lots of data. Unlike YouTube, where shorter content tends to be more successful, SlideShare users welcome comprehensive content.

Here’s the breakdown of number of slides per presentation and SlideShare views, courtesy of Dan.

slide_share_views

Beyond the data, there is a bit of opposite advice that many hold as a best practice: Guy Kawasaki’s 10/20/30 rule.

  • 10 Slides
  • 20 Minutes
  • 30 Point Font

It’s a system that a lot of people swear by. Is it right for you? There’s only one way to find out, and that’s by testing.

What makes this length optimal? Slide decks of this length get more views on average.

Where’d this data come from? In 2010, HubSpot’s Dan Zarella shared results from his social media research, pointing to this optimal length.

The optimal size of a Pinterest image – 735px by 1102px

pinterest_height

Curalate found that vertical images, featuring an aspect ratio between 2:3 and 4:5, receive 60 percent more repins than images with a more vertically-skewed aspect ratio.

Combine this with the best practices from the folks at Canva who recommend a starting point for Pinterest image templates at 735 pixels wide by 1102 pixels tall and—bang!—you’ve got your ideal size, backed by data.

What makes this size optimal? At this size, you can expect more likes, repins, and comments.

Where’d this data come from? In June, Curalate analyzed over 500,000 Pinterest images posted by brands. Their findings also included recommendations for faces, hue, texture, brightness, color, and more.

Bonus Pinterest tips:

As for the optimal length of a Pinterest description (maximum is 500 characters), Dan Zarrella found that 200-character descriptions are the most repinnable.

A great use for the description is a call-to-action. Brandon Gaille found that pins with CTAs receive an 80 percent increase in engagement over those without.

Conclusion

Hopefully you’ve found some good  insights from this experiment. Definitely use data like this as a starting point for your own testing and iterating. What’s right for many others in terms of best practices might not be exactly what your specific audience needs.

It sure is nice to know where to start, though.

How do these optimal lengths feel to you? How long are the social media updates that you send?

Shared via By Kevan Lee @Buffer Social

Image sources: Track Social, Compendium, PlaceIt, Hubspot, Dan Zarrella

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Google+ and why you need it for your business

19 Friday Dec 2014

Posted by leonidesignoryblog in Uncategorized

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Best Practices, Community Management, g, Google+, Online Marketing, Social Media Marketing

New Features That Make Google Plus a No Brainer for Business Marketing

 

New-Features-That-Make-Google-Plus-a-No-Brainer-for-Business-Marketing-V3 copy

People ask me all the time why I’m so excited about Google+ as a marketing tool. After all, it doesn’t (yet) have anywhere near the user numbers of social media juggernauts like Facebook or Twitter. Doesn’t it just make sense to go where the numbers are?

When I hear that I stop and wonder if it’s really 2012. Broadcasting to the big numbers was the way to go for the Mad Men of the 60s, but savvy marketers like Seth Godin realize that these days it’s all about the tribes we lead. In other words, if you can connect with a smaller group of people who are passionate about what you’re selling, you don’t need to fire a shotgun at big crowds.

This brings me back to why I’m such a Google+ evangelist. I haven’t seen anything anywhere any time so readily available to anyone and everyone that can help you find and connect to your tribe as powerfully as can G+.

Why? It’s because of the unique and integral connection of G+ with Google search. This is the secret sauce that so many social media gurus out there totally miss when they pass over G+. Maybe it’s because I come to social out of a background steeped in SEO (search engine optimization). I understand that as powerful as social media is for direct communication and engagement, it’s in search that the right new people find you. When people search they are in a state ofintention. Google+ head Vic Gundotra called search “commercial intent.” People are looking for something they want to know/get/acquire/connect-to, and you have the opportunity to get your message right in front of them.

I’ve written elsewhere about the powerful influence of Google+ on Google search. In this post I want to share with you three new features of G+ that will only enhance and expand this ability to reach into and influence search results.

Google Knowledge Graph

Google Knowledge Graph Search Result At the time of writing of this post, this one is hot off the press!

Earlier this week Google announced its latest innovation to its search engine: Google Knowledge Graph. Knowledge Graph is both a new way for Google to find information and a new way to connect searchers to that knowledge. Basically, Google is using advanced semantic and natural language technology to build algorithms that learn from real humans using Google to recognize the connections between things the same way those humans do.

For example, if you search “Eiffel Tower,” the old Google could only connect you to pages that mentioned those exact words, and/or were linked to by pages that did. But Google Knowledge Graph can learn that the Eiffel Tower is a structure, and that it’s in Paris, and that it was built for the 1889 World’s Fair, etc.

More and more when someone searches for something, if Google suspects they are looking for knowledge about that thing, they will see a Knowledge Graph box in the right sidebar (see illustration). The box provides quick facts about the subject and thumbnail links to related searches based on the behaviors of other searchers for the same topic. One thing more though: if the topic can be related to a brand or person on G+, the Knowledge Graph box will also show some of that brand or person’s lastest public posts, along with a link to their profile. If Knowledge Graph is active for you (US only at this writing, but it will expand), try a search for “Barack Obama” to see this in action.

Take away for marketers: Brands and content producers with strong profiles on Google+ will be in a front runner position as Google begins to expand the reach and scope of Knowledge Graph. I firmly believe that recent additions to Google such as author verification will help Google make these Knowledge Graph connections, so those with web content properly connected to a Google+ account will be the first to be indexed and show up. Imagine owning a whole sidebar of Google search!

Enhanced Search Listings

This feature, similar to Knowledge Base, doesn’t have a public name yet, but many are already referring to it as “enhanced listings.” When searching for a brand that has a G+ page, users have started seeing a special result in the right sidebar, with a link to the brand’s page, a “follow” button (to add the page to one’s circles), and a few most recent public posts. Here’s an example for chocolate maker Cadbury:

Cadbury Enhanced Listing Google

Enhanced listings are only showing for a limited number of brands now, but they will certainly be expanded in the future. By the way, the listings show up whether or not the searcher is logged in to Google, so they are not personalized results.

Take away for marketers: Obviously you need to have a G+ brand page to be eligible for these enhanced listings. It is reasonable to assume that the more active and well-followed pages will get the feature activated first. Also, be certain your page is properly verified with Google!

Live Hangouts On Air

Google+ Hangouts have been one of its most popular and highly-praised features. A Hangout is a live video chat for up to nine participants. Even with that limitation (and is it fair to call it a limitation when it is  bigger than most other chat programs?), many brands found ways to make use of Hangouts to give at least small groups of followers that “face time” experience.

Then late last year Google introduced “Hangouts On Air” (HOA). While an HOA is still limited to nine active chatters, it can be broadcast in a G+ stream so that an unlimited number of people can watch it. This enables endless possibilities, such as virtual product demonstrations, panel discussions, and even rock concerts (yes, it’s been done, with huge attendance). And that’s not all, as they say in the infomercials! HOA sessions can be automatically archived as a permanent YouTube video on the person or brand’s YouTube channel. The only sad thing about HOA was that for months it was available to a very limited number of users and brands.

That changed last week when G+ announced that HOA is being rolled out to all users and brands. If you don’t see it yet in your profile, you soon will. You’ll know you have it if when you initiate a Hangout you see an “Enable Hangouts on Air” check box. In a future post I’ll go more into detail about Hangouts, and provide some examples of their effective use by brands on Google+.

Take away for marketers: Hangouts on Air will richly reward those who can come up with creative and enticing ways to connect with their followers and potential customers. For example, some brands have already started Hangout “shows” with a regular panel of experts that are broadcast on a regular schedule, just like a TV program. The auto-archiving to YouTube is where the search connection comes in. Every Hangout On Air you do becomes another “page” on the web where you can be found, especially as YouTube is being increasingly integrated into Google’s social search.

Pro Tip: If you manage multiple pages, getting your Hangout On Air archived on the right YouTube channel can be a little tricky. See “Connecting Your Hangouts On Air to Existing YouTube Accounts” for instructions.

Shared via Maximize Social Business

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6 tips to make your visual merchandising more effective

12 Friday Sep 2014

Posted by leonidesignoryblog in Merchandising

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Tags

Best Practices, Community Management, Social Networks, social sharing

Visuals speak the right language. 40% of people will respond better to visual information than plain text. One of the most powerful methods to increase online sales is through visuals. Here are some tips to make the visual merchandising on your eCommerce store more effective.

++ Click Image to Enlarge ++
6 tips to make your visual merchandising more effective
Source: 6 tips to make your visual merchandising more effective – Infographic

VERY-SMALL
75% of consumers listed the quality of the product images as the most important feature when shopping online.
66% of shoppers said having alternative views on a product was the most important feature when shopping online
61% said the ability to zoom in on images was very important to shopping online
40% of people will respond better to visual information than plain text
42% of shoppers consider product images as an important factor in following through with online purchases
Product images with models achieved 33% higher conversion
1 in 2 customers are more confident in a purchase after watching a video
67% of shoppers say that the quality of a product image is very important in making a purchase
1/4 of dissatisfaction with shopping was the result of the product not being what shoppers expected
Visitors who view product videos are 85% more likely to buy than visitors who don’t
360 degree views lead to 20% increase in conversion rates and a drop in return rates
The better-informed buyer is more likely to buy and less likely to bounce

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Google Webmaster Guidelines Update Calls “Low Quality Guest Blog Posts” Spam

14 Thursday Aug 2014

Posted by leonidesignoryblog in Advanced Search, Best Practices, Bloging, Content Marketing, Google SEO

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Best Practices, Blogging, Community Management, Google+

This article was shared from Search Engine Land

Low quality guest blogging is considered little or no original content by Google.

Barry Schwartz on August 12, 2014 at 4:49 pm

Low quality guest blogging is considered little or no original content by Google.

Google has updated their webmaster guidelines, specifically in the little or no original contentguideline, to add “low-quality guest blog posts” as an example of “scraped content.”

Brian Ussery first spotted this change, noting how Google has been fighting the use of guest blogging and posting around link building. Specifically when Google’s head of search spam said guest blogging is done for SEO purposes.

Since then, Google has penalized several guest blog networks and continues to set their targets on low-quality guest blogging that aims at manipulating their search results.

Here is a screen shot of the guidelines page before the change:

little-original-content-old

Here is a screen shot of the guidelines page after the change:

little-original-content-newq

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Raising Awareness with Instagram

27 Tuesday May 2014

Posted by leonidesignoryblog in Uncategorized

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Best Practices, Community Management, Engagement, Facebook, Instagram

Instagram is ideal for building awareness but not merely brand awareness. People and organizations are using the network to increase awareness about social causes and issues.

Gan Chin Lin uses Instagram as a way to recover from and cope with an eating disorder. Lin’s work of cooking, baking and taking photos has turned into a passion; she calls herself an “advocate for a healthy, nourished lifestyle.”

Brand tip: don’t be afraid to address social issues. Think about the issues that matter to you and your audience. How can you use visual media to address those concerns and provide hope?

Maz McWilliams uses Instagram to document creative images of melons to increase awareness about Traumatic Brain Injury (TBI). People started asking him about the project, resulting in a collaborative movement.

Brand tip: empower your community. Ask them to participate in your cause by providing basic guidelines and a hashtag.

Jamie Oliver also focuses on food, but his goal is to promote both an event and a cause. His Food Revolution Day seeks to excite kids about healthy food, teach them how to cook and raise awareness about the need for better food education.

Brand tip: use Instagram to generate excitement and momentum for a short-term event while promoting long-term interest and support for the cause to which it ties.

Want to know more about cause marketing? Get your free “Boost Your Bottom Line With Social Good” guide now!

Jill Abramson the former executive editor of The New York Times has found Instagram useful on both a PR and a social issue level even if she isn’t directly responsible. When she was forced out of the Times, her daughter took to Instagram to show off her mother’s new hobby.

Brand tip: harness the narrative through visual media. Be careful; Macklemore’s public apology after his Grammy’s win was so flagrantly self-interested that he has received even more public ill will.

The Foundation for AIDS Research (amfAR) uses Instagram to raise awareness about AIDS and to build excitement and support for its fundraisers and auctions.

Brand tip: give your audience a sneak peek into upcoming events with behind-the-scenes footage.

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