How To Measure Social Media ROI?

instagram_2411460bWith more than 70 million users on Pinterest, 1.11 billion on Facebook and over 554 million on Twitter, it’s less ‘the one to watch’ these days and more ‘which ones to watch’.

We’re all encouraged to use social media to engage with customers and many businesses are now using all of these platforms to get their messages out there and build public support.

But how do we decide where and how to focus our efforts?

Firstly, be clear what you’re aiming for and that depends on the aims of your brand and what you would class as a ‘win’ in terms of social media marketing and the end results you’re hoping for.

Secondly, consider the most basic metrics you should be gauging:

  1. How is my brand performing on the site? Monitor how quickly your followers increase, number of likes, repins, reposts and the overall influence of those sharing your content. Analytics tools like GoPixel can help you to track this data and show you the resulting ROI over time.
  2. Is the social media site contributing to your overall marketing strategy? The best way to judge the impact of your social media activity, beyond the site itself, is the amount and therefore the percentage of web traffic it generates.
  3. Planned and measured. Carry out controlled activity. Advertise a specific referral method, product or discount code so you can better track the number of referrals and purchases from that source. If you carry out a lot of general activity, it may be more difficult to find out what worked and what didn’t.

The important thing to remember is clear objectives with measurable outcomes. What do you want to achieve, what specific things will you use social media for to advance those goals and, most importantly, how are you going to measure the outcomes?

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Making your pins more searchable

android_widget_2Pinterest is an amazing tool for getting your message out there. But with 70 million users pinning each day, trying to get yours to show up on search results is tricky.

The old tactics of spamming over and over just don’t work – Pinterest changed their algorithm to prevent spammers so learning to search optimise your pins for keywords on Pinterest will be vital if you want to be seen.

Here are four ways that you can make your pins more searchable.

1. Keywords should be in the description.

Put keywords into your pin’s description. For example, if you wanted pins that are more locally targeted, you might use ‘Music stores in New York’ or ‘Cafes in Paris’. It’s important for localised businesses to use their city in the description as the majority of pins searched on a keyword are found using this method.

2. The pin should come from a domain using the keyword. 

Sometimes, when searching for pins, those that show up don’t use any of the keywords in the descriptions – but do use the keywords in their URL.

This seems to show that Pinterest does take the URL into account when searching.

3. Keywords in the name of the picture file.

Extending on the second point, if you include the keyword in your image name as well as your URL, this increases your chance of appearing in a search.

4. Repin numbers.

For morepopular keywords, the number of repins you have effects where you appear in a search. Pins with at least one repin are much more likely to show up – and those without are much less likely to appear at all (or without extensive scrolling). Of course, the more repins you can achieve, the more likely you are to appear.

With Pinterest’s Android widget, at least for 02-Telefonica, we are only going to see increased relevancy for images on this popular social network in the broader context of the internet, so anything you can do to increase your own social reach is worth doing.

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E-commerce: Staying Faithful to the Brand

Mujjo Leather Touchscreen gloves.

Mujjo Leather Touchscreen gloves.

Mujjo is a Dutch designer label for mobile accessories, founded in 2011.

The company started out making hand stitched winter gloves that work on touchscreens. These gloves turned out to be a great success and have been featured in major publications around the globe. In the spring of 2012 Mujjo began making sleeves for Apple devices, featuring a unique combination of wool felt and high quality leather.

Mujjo now sell their products via at least 35 high street retailers including at least 38 online stores.

Possibly due to the technological nature and sleek, fashionable design of their products, Mujjo have a strong online presence – notably using sites which appeal to the design conscious and utilise the wide network of social media platforms.

Within their portfolio of e-commerce activity, Mujjo use sites like Fancy.com and Fab.com to showcase their work.

Their Fancy.com store showcases their entire catalogue, so Fancy users can ‘fancy’, share and purchase any of their products and share their purchases with the online community. The Fancy store does not showcase the brand ideals or history – it merely makes the products available. But the Fancy website provides a unique opportunity to interact with their consumers and gain public support for the brand.

In contrast, Mujjo’s presence within the Fab.com site is very minimal. Fab.com hand-pick the designs they feature in their store, so Mujjo are not able to create the same store front that is possible with Fancy.com. To overcome this, Mujjo use the opportunity to their advantage and focus here is placed on the brand rather than the products (of which only 1 is featured) and provide enough to give a perception of the company to encourage use of their website.

Mujjo is a good example of a brands mission and values being accurately presented through the right e-commerce sites. Rather than using any and all of the online stores available, Mujjo chooses to use those which fit the most appropriately with their mission of simple ideas and beautiful design.

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Instagram – the new social network for B2B brands?

tumblr_m9upf5rn6z1rc3kfuo2_1280It’s easy to see why B2C brands jumped on Instagram to interact more closely with their customers. Instagram is all about creating a community culture so it makes sense that you would instantly try to create this culture around your soft drink, your fashion product, and your restaurants. It’s also easy to see why the public might engage with that. Chances to win free gifts, the joy of sharing experiences with your friends and finding out about new developments are all part of keeping up to date with your social media community.

So how can B2B companies take advantage of this colourful platform?

Don’t B2B companies need to gain public support to sell their products?

It can be difficult to sell your story to the press, but instagram presents a unique opportunity to tell your story through images, video and audio and bring your business to life. Here are some ideas to think about:

Can you show how a technology or product works in 15 seconds via a video, instead of explaining through a long detailed article?

With images you can show how your company or product makes a difference. You can it a personality.

You can you help B2B and end users understand your brand better through providing easily accessible information like manuals, guides and handbooks. What about a 15 second ‘how to video’?

Being helpful, having a personality and creating understanding is just one way that a business can generate support on social media platforms and more importantly, create a long relationship with their customers. Why not consider the examples below and see what you could do to bring your brand to life. And remember, a short video can be made on a phone – so at zero cost and minimum effort, can you afford to ignore it?

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Fancy.com: The Quick Start Guide

fancy-iconIf you have already collected thousands of ‘fancy’s’ and users, then this guide is not for you. If you’re confused, then read on and I will unravel the mystery of Fancy.com so you can use it, gain public support through it and sell more of your products through it.

What is it?

Fancy.com is an online shopping community that goes beyond simply choosing and buying a product. It acts as a social media platform (like Facebook or Pinterest) and users can sign up, look for products they like, save them in their profile by clicking ‘fancy’ (as in, I fancy this) and buy them direct from the site if they want to. Users can also share their ‘fancy’s’ with their online friends and curate collections of items that they like.

Why is it good for my businesses?

This provides an opportunity for your business or brand to be talked about by a large group of enthusiastic consumers. Fancy.com currently has over 7 million users and if these users like your products, they will tell their online friends about you, effectively providing you with a free online marketing campaign. They can also buy your products through the site (which provides you with another outlet) and you can create special deals or discount codes that can be unlocked via a users activity on your brand page.

How do I get involved?

Visit Fancy.com to register your business here.

Once you have registered, you can use the site to create a brand page and add a catalogue of your products. Fancy.com organise the payments from users and then they pay you. Simple.

And then what?

Once you are set up on Fancy.com, you can move on to the next step – building your presence.

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To Infinity & Beyond: Dominic Yard’s Toy Story

2013100701Dominic Yard is a man with a colourful career in more ways than one. His journey began with a product design degree and he is now a successful toy inventor and designer.

In 2008, he arrived in London looking for work and began applying for general product design jobs. He managed to land a position designing toys for the Polly Pocket brand and hasn’t looked back.

Dominic was recently interviewed by Pinterest and had this to say about his career choice “Strangely, I hadn’t really considered toys before this but I had always had a playful design style. As soon as I started, it made total sense that toys were the best thing I could be making! You get to think as weird and wonderful as possible, act like kid, make lots of cool little prototype models and basically play with toys all day!”

He has now been inventing toys and gifts for 5 years and has designed items that have been licensed to a number of well known brands such as Polly Pocket, Hot Wheels & Tech Deck. In 2012 he managed a team of designers at a London based giftware company creatively directing products such as a Unicorn sprinkle shaker, a bird house radio disco and a bottle opening cap launcher! He has also recently set up his own toy inventing company called Yard.

And when he isn’t inventing toys? Dominic loves to be active and outdoors. He takes inspiration from adventurous hobbies like mountain biking, surfing, snowboarding and adventuring. Easy to see how he keeps his designs so playful! “Action sports have always appealed to me and have always been a massive source of inspiration, which goes back into my design work”.

To find out more about Dominic’s work, take a look at his website and Instagram

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Just Do It: Instagram your business

nikeInstagram is continually growing, particularly since the launch of Instagram video, and now boasts more than 130 million users. Many businesses have already seized the opportunity to use this social platform to create new relationships with their customers, but too many still shy away from getting involved. Why?

The need to create visual content is an unchartered and misunderstood territory for those more used to traditional media and it’s easy to think that this just presents too much of a challenge and too big a change in how you present your brand.

How Nike Does Instagram

But take inspiration from Nike, the top ranking B2C company on Instagram, and think about how you can go visual to achieve your business objectives. Nike do not use their Instagram profile to simply advertise specific products and prices, they promote a way of life synonymous with the Nike brand.

From jogging in the park to Serena Williams at Wimbledon, the Nike Instagram constantly reinforces their corporate message of competition, promoting their brand ideals and therefore sales. Not only are their posts visually interesting, they are also engaging.

One of the main reasons cited for Nike’s success on Instagram is the interaction with its online community and attention paid to involving their followers through photo shares and sharing of milestones and celebrations. They put their fans in the spotlight, they have featured their photo’s, and they involve them in celebrations.

Recently, they celebrated the achievement of one million followers and six million photo’s with the #nike tag on Instagram. To commemorate these milestones, a 24 hour community celebration was hosted on its @Nike account.

During this period they shared ten inspiring Instagram photos from fans. Each photo included a motivational caption and tagged the user that had created the image. On Instagram, Nike is a personality. They communicate with their customers and their customers talk back. The results speak for themselves.

The future is visual. So what does your brand look like?

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Pinterest Becomes A Home For Great Articles

2013092401The internet has become such a great way to find information that we are often overwhelmed by it. There isn’t enough time to read everything we find we want to read, between shopping, emails, and social networks. Sometimes we need to pause, save an article for later, and carry on with our day.

Pinterest is built on the fact its a great place to save and collect all the things we love online. Now you can pin articles, with pins that contain more useful information for organizing and finding them later. Pinterest announced that: “Articles will now have more information — including the headline, author, story description and link — right on the pin. So, when you find articles about things you’re passionate about, such as science, travel, parenting or health, they’re easier to save and organize on Pinterest.”

The pins are similar to the ones they rolled out in May 2013 for updated recipes, movies and products.

Some leading journalists, like Ariana Huffington, Tim Devaney of the Washington Post and CBS Travel Editor, Peter Greenberg are already prolific pinners of articles they find interesting.

Why not make a similar pinboard? Tell or show us, what are you reading right now?

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3 Ways To Succeed Instagram Like A Fortune 500 Brand

instagram_2411460bInstagram is becoming hugely popular for brands, and we can see why, with its 150 million users sharing 40 million images per-day. It could become a revenue powerhouse for its parent company Facebook, once they launch advertising or other solutions for brands early next year. Currently 123 of the Fortune 500 are on Instagram, and that number is likely to rise.

So far only 22% of them have an active account, and are including Instagram in their marketing mix. Not unusual, for a relatively new channel, in marketing terms, for larger companies. However, it is encouraging, given the more cautious rate of adoption of newer platforms amongst consumer brands.

Some of the more successful on Instagram include Nike, Starbucks, Walt Disney, Apple, Nordstrom (which also does well on Pinterest), Whole Foods, as-well as dozens of others.

A study by analytics firm, TrackMaven, unearthed some useful metrics relating to how and when users engage with content.

Evenings are better for video, where-as there’s marginal difference between evening and working hours for image content. The report also found that brand which used up to and including 5 hashtags, and no filter, have the highest number of interactions per thousand users.

3 Takeaways From Successful Fortune 500 Brands 

1. Use Video. Brands which adopt video early on will have an advantage over those who don’t provide as much rich content. According to the report, “On average, a video on Instagram can get up to 24 interactions (sum of comments and likes).”

2. #Insert #Multiple #Hashtags. The rules on Instagram are different to Twitter. Deploying between 4 and 11 are ideal, with 5 being the magic number. Incorporate them in your copy, rather than dropping them in at the bottom and you’ll do well with your audience.

3. Publish 24/7. Most social networks have peak times, like traffic on a highway. Not on Instagram. Your publishing schedule needs to factor in that people engage at any hour, any day. Using this strategy to start off with will enable you to find what works best for your brand, judging by response and click through rates from campaigns.

Underscoring all this is the fact that Instagram is a mobile experience, which is something brands can leverage, especially those who are targeting the younger demographic of this platform.

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5 Ways To Promote Your Brand On Instagram

tony_hawk_1-blog-thirdAt GoPixel we are starting to look at other social networks, like Instagram, and platforms, like Fancy and how brands can best use these to market themselves. Instagram, with its 150 million users, dwarfs Pinterest, and with newly appointed COO Emily White, from parent company, Facebook, is looking at ways the popular image sharing app can generate revenue.

Generating revenue from its popularity is something brands have been trying to figure out for themselves for a while now. Some, with or without the help of influential celebrities, have so far done well promoting themselves even before Instagram rolls out advertising solutions. Here are five examples from brands who have used Instagram as part of their marketing mix.

Brand Building 

Images convey a sense of place, emotion and a connection which words often fail to transmit. Burberry regularly posts images of London, as a way of building on its existing brand image as a traditional British fashion house. For an international audience, of American or Chinese customers, this strengthens their perception of Burberry, leading to a deeper emotional connection, and therefore more click through’s and purchases.

Product Placement 

Everyone should know that social media is an engagement and communication tool, not a broadcasting system, so brands need to be careful how they promote products. However, Starbucks is one which seems to do it right most of the time on Instagram. They publish images which capture the essence of the seasons and moments, making emotional connections through images between their coffee and customers.

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Competitions

Like Pinterest, there isn’t stringent competition guidelines on Instagram, so brands can be more creative than on other social networks. Competitions are a great way of driving up engagement rates and web traffic.

Pro-skater Tony Hawk posts images with skateboards in random locations in cities around the world, followed by a photo of a landmark, as a clue as to where he is. Combine this with  hashtags and basic guidelines regarding how a winner is picked, and you’ve got a social contest.

Behind The Scenes 

This is something which has been used on Pinterest, too. The younger demographic Instagram attracts makes this a perfect platform for giving customers a curated ‘behind the scenes’ – read fun – insight into a brand. Fashion retailer, ASOS, does a great job promoting themselves this way.

Celebrity Endorsements 

Instagram is a social network which, like Twitter in its early days, is dominated by celebrities – compared to Pinterest which is the domain of power-bloggers. Therefore if your brand is lucky enough to have some celebrity fans, then work with them to promote your products.

asos_behind_the_scenes-blog-full

With the appointment of COO Emily White (whose mentor at Facebook was COO Cheryl Sandberg) they now have a team of four who work with the thousands of brands currently on Instagram. Ms. White’s job is to tie the ‘cool’ factor and favourable demographics – teens and young adults – in with brands marketing objectives, show them how they can generate revenue. For brands who target the demographics on Instagram, and have suitable products or services, the next move would be to engage on this platform before advertising solutions are promoted, so that the most effective strategies are already in place.

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