What NOT to do with Social Media

As our first DIG of 2012, “The Social Media Revolution” was wrapping up in Nashville, someone in the audience brought up an interesting point….. The DIG focused on how social media can completely change the way you market a brand, however this particular person was interested in what NOT to do when implementing social media into your marketing plan.

After we thought about it, here are 3 things your brand shouldn’t do in regards to social media….


Do NOT try to Use Social Media Without A Plan

Before you do anything online, you MUST have a plan of action. You cannot simply assume “If I build it, they will come.” Just because you have an account on Facebook, Twitter, LinkedIn, or anything else does not mean that more people will respond to your brand. Set goals for how you want to manage your brand online and what you want to achieve, because if you do nothing, then your brand will quickly be forgotten. It is hard to measure success without clearly defined goals.

Do NOT Post Sporadically and Don’t Get Boring

Maintain a good schedule of monitoring your accounts. Whether you make a post once a month, week, or day, make sure your customers know when they should expect something from you. If you fail to post on a regular basis, people will not see the point in engaging with you. Focus on quality content that is relevant and keeps engagement up. Understand that Social Media is a marathon, not a sprint. One post might have a high response rate, but that by no means guarantees people will respond the same way in the future. Also make sure you post a wide mix of content from videos to pictures to graphics to keep your networks interested.

Do NOT Spread Your Brand All Over the Web

Success is not measured by the number of likes or followers you may or may not have. If you focus directly on your initial target market and consistently engage and answer questions, then your networks will grow on their own. If you attempt to attract as many followers as possible by posting something meaningless every chance you get, your customers won’t feel valued. You do not have to answer every single post or tweet that comes along, but as long as you can show your networks that you care more about them than the actual numbers, success will be there in the long run.

We hope this gives a clearer picture about some of the mistakes brands make when using social media.

As always, if you have more in-depth questions about social media, we'd love to chat. Feel free to contact us any time.

3 Reasons Why Social Media Has Earned a Seat at the Marketing Table

We just wrapped up our first DIG of the year, The Social Media Revolution. We explained why we’re encouraging brands to not view social media as just one of their “resolutions” for 2012, but explore how they can use it to totally “revolutionize” the way they market their brand.

The reason we’re talking about Social Media “REVOLUTIONIZING” your brand in 2012 instead of it being another “RESOLUTION” is because we believe it’s finally earned a seat at the table.

In 2010, Social media would have been at the kids table at Thanksgiving at the Marketing house with QR Codes, SEO, and other strategies, but in 2012, it’s finally earned a seat at the Adult Table.

For a few reasons….

Social media gives brands a new opportunity to gain influence.

The reason that many brands are hesitant to start using social media is because they are afraid that they’ll loose total control over their brand’s perception. And to some point, that’s justifiable. But, we explained that brands can either view that as a threat, or as an opportunity.

Social media allows brands to influence consumer’s perception in a new way, by listening to the conversation and reacting.

It’s a Pull, not a Push

Social Media is different than any other way we market our brand. For the past 40 years, it’s always been about who can yell their message the loudest and clearest. We were trying to push our message to as many people as possible. Hopefully if we yell loud and clear enough, people will choose us.

Now with social media, it’s changed. We’re trying to pull people into our product.

Social media is a lot like dating. You don’t go on a first date and boast about how awesome you are (well… some of you might, but that’s why you’re not getting date #2). No, you go in and talk about the other person. Ask them questions to see what their interested in… Be entertaining, be fun, be engaging. Create a brand people fall in love with.

Social media has changed consumer’s expectations

The third reason Social Media has earned a seat at the adult table is because it’s changed customer expectations of brands. Consumers EXPECT brands to interact with them in social media.

If you want an example of a brand doing a horrible job at this, just check Netflix’s Facebook page. The only use Facebook as a one-way communication tool. Could they have possibly avoided some of the loss of 800,000 subscribers when the increased their prices if they would have portrayed a little more sympathy through their social media…. Probably.

Combine these reasons with the exponential growth of social media since the beginning of 2011 and we think you’ll see the potential for it to revolutionize your marketing efforts in 2012.

Here is our complete presentation: The Social Media Revolution

What are we covering at our next DIG? Check out our complete 2012 DIG schedule.

Have Questions? Feel free to contact us any time if you’re interested in discussing how to use social media for your business.

Why PR has Never Been More Beneficial for Your Brand

We recently came across an article from Inc. Magazine and wanted to share it with our readers. In the article, small business entrepreneur Caroline Limpert explains the reason she’s not giving up on Public Relations. In fact, if she had to put all of her eggs in one basket, Public Relations would be her only marketing expense.

At Werkshop, we stress from the very beginning of our  strategic planning process that businesses should consider all marketing tactics and be mindful of which brand building tools they choose to utilize to promote their product or service,.  One tool that is continuously used, is Public Relations. No matter your product or service, effective public relations is key to telling your story. If you are managing your own marketing planning, it is key is to recognize that PR has evolved to include much more than media and community relations.

The New Way to Manage Public Relations

Just 10 years ago, PR was very linear. A brand or agency would pitch an editor or reporter with a story that would interest the audience. It was the same process and message almost every time.

Now, with the evolution of technology and addition of other media outlets, the PR process has become molecular. The way brands and agencies pitch has adapted as well. You would not pitch a reporter the same way you would a blogger and you would not pitch a blogger the same way you might pitch a thought leader in a particular industry . There are so many new “rules” to PR because there are so many new players. Another notable difference in today’s PR is that with the addition of many new media outlets, your audiences are receiving their news from multiple sources, which is great news for all brands!  i

Essentially, the change that we are witnessing in the public relations process gives the term grass roots a whole new meaning. Content is still king, but context has become god. You must still share interesting information in order to grab attention, but the context in which you share that information is more important than ever.

It’s the reason we refer to it as “strategic communications” instead of simply public relations. 

Remember, as you continue to determine the best tools to use to build your brand, PR isn’t dead. In fact, it’s more alive than ever.

If you’re interested in learning how to utilize strategic communications for your brand in 2012, feel free to send us an email or call 615.579.1502.

NEXT Bowling Green DIG: January 24th “The Social Media Revolution”

WERKSHOP INSTITUTE
PRESENTS THE
JANUARY BOWLING GREEN DIG:

The Social Media Revolution 

Speakers: 
Samantha Owens Pyle, VP Communications Strategy
Jeremy Chandler, Social Media & Media Relations Specialist

Tuesday, January 24th
8:30 a.m. to 10 a.m.

Register here: 
http://2012bgjandig.eventbrite.com/

What We’ll Cover:
In 2011, you probably had a New Year’s Resolution to start using social media for your brand. In 2012, that’s no longer good enough. With the exponential growth of social media platforms, the increase in jobs created specifically for social media, and the strategic developments made over the past year, social media has changed from simply a resolution, to revolutionize the way we view marketing in 2012.

It’s been almost a year since we’ve talked about Social Media at our DIG and we couldn’t think of a better way to start 2012. This month, we’ll be discussing the impact social media made for businesses in 2011, addressing predictions for the coming year, and sharing how your brand can set itself up for social media success in 2012.

We hope you’ll make plans to join us.

Sponsored by
Citizens First

Where?
Bowling Green Area Chamber of Commerce
710 College Street

Light breakfast will be served compliments of Citizens First.

 


NEXT Nashville DIG: Wednesday, January 25th “The Social Media Revolution”

WERKSHOP INSTITUTE
PRESENTS THE
JANUARY NASHVILLE DIG:

The Social Media Revolution

Speakers: 
Samantha Owens Pyle, VP Communications Strategy
Jeremy Chandler, Social Media & Media Relations Specialist

Wednesday, January 25th
8:30 a.m. to 10 a.m.

Continental breakfast will be served starting at 8 a.m.

Register here: http://2012nashjandig.eventbrite.com/

What We’ll Cover:
In 2011, you probably had a New Year’s Resolution to start using social media for your brand. In 2012, that’s no longer good enough. With the exponential growth of social media platforms, the increase in jobs created specifically for social media, and the strategic developments made over the past year, social media has changed from simply a resolution, to revolutionize the way we view marketing in 2012.

It’s been almost a year since we’ve talked about Social Media at our DIG and we couldn’t think of a better way to start 2012. This month, we’ll be discussing the impact social media made for businesses in 2011, addressing predictions for the coming year, and sharing how your brand can set itself up for social media success in 2012.

We hope you’ll make plans to join us.

NEW LOCATION:
Where?
This year, we’re excited to be partnering with the Nashville School of Law for all of our Werkshop Institute Events. The School provides ample parking and space for our events this year. They are located near 100 Oaks Mall. We’re so thankful for our partners at Lipscomb University, specifically Lisa Shacklett and the College of Business, for everything they did in 2011.

Nashville School of Law
4013 Armory Oaks Drive
Nashville, TN 37204


HOW TO: Increase your Facebook “likes” by 21,000%

Whether you have adopted social media as a part of your marketing strategy or not, there’s no denying the power it has to humanize businesses and provide another touch-point for brands to connect with existing and potential customers.

At Werkshop, we believe social media is another valuable tool for building a remarkable brand. We’ve seen the value in investing time and resources in the medium through various industries, whether the business was using it to increase brand awareness, generate leads, excel in customer service, or develop positive brand equity.

One recent example comes from a Facebook Ad campaign we ran for one of our client’s, Joe’s Crab Shack Eat at Home Meals. With the launch of the brand’s, new Facebook Page, we decided that utilizing ads to build a solid fan base and determine which target demographic is most susceptible to respond to Joe’s Eat at Home advertising. We recently shared an in-depth commentary of our strategy and resultes in this two-page Case Study here> 

Blueprint

After launching Joe’s Eat at Home’s new Facebook page, we hovered around the 30 “like” mark for a week or two (a feeling I’m sure some of you have experienced the same lull when launching your brand’s page, too). In an effort to increase brand awareness, we allocated $200 to run a set of Facebook Ads for 5 days.

By leveraging the popularity of the Joe’s Crab Shack Brand, and creating a customized landing tab, we we’re able to capture the attention of Facebook users in specific markets and propel them to “like” the Joe’s Eat at Home Facebook Page.

 

Results

  • At the end of the week, we jumped from 37 fans to 1,057 fans.
  • Through the Ads, we we’re able to increase brand awareness on Facebook by 21,200%.

  • We spent an average of  $0.19 per fan.
  • We established a solid target demographic of women, ages 35-44, who are most likely to respond to our advertising call to action.
  • We generated sales with customers who were previously unaware of our brand.
  • We drove 241 visits to the Joe’s Crab Shack Eat at Home Meals website.

This campaign is just one of a thousand examples to exhibit the value of social media.

If you’re interested in a detailed report on the campaign or other want to see more of our work, you can check out the new Case Studies section on our website. 

Case Study: Joe’s Crab Shack Eat At Home Meals

In an effort to stay ahead of the changes that Facebook is making to brand pages, we developed a new Facebook page for Joe’s Crab Shack Eat at Home Meals complete with Custom Welcome Tab, Dynamic Profile Picture, and Rotating Coupon Tabs.

Click here to view the case study.


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