Posts Tagged ‘Social Networks’


How to Use Instagram for B2B Brand Management

Tuesday, May 27th, 2014
flickr user Jason Howie under CC BY License

flickr user Jason Howie under CC BY License

As a visual medium, Instagram is a product-friendly social media platform. But for B2B brands, leveraging such a visual platform is more of a challenge, especially if you offer a service, not a product. Plenty of B2Bs successfully use Instagram for brand management and user engagement, and while it’s not appropriate for every B2B, there are ways to make it work. And since Instagram is now in the top ten social networks, it’s a valuable marketing tool, so here are some tips for maximizing your B2B Instagram potential.

Remember the goal

The goal of putting your brand on Instagram is not to generate sales or leads; the purpose of Instagram is brand engagement, awareness, and management. Using Instagram may not even increase your blog traffic by much – if at all – since links aren’t live. So make sure your goals are in line with the reality of the platform, and that if you’re going to put in the effort, it’s a platform conducive to your brand.

Take compelling images

Don’t go posting grainy, under-lit photos; make sure whoever is in charge of the Instagram account knows how to take and edit a photo. Learn about basic composition, and try out some free photo editing apps like Snapseed or VSCO Cam. If your organization has a photographer on staff, get them to take pictures and send to the person in charge of Instagram.

Share your company culture

If your organization volunteers, goes on team outings, or attends a lot of industry events, Instagram is the place to post shots of the fun in action. Think of it as displaying the human side of your brand and promoting who you are as a community. This is an especially valuable tactic for brands that are very involved in the community and/or host a lot of events. For a B2B brand that has a very active, well-done Instagram, check out Cisco’s account.

Get creative

Think beyond your services to your brand values and your customers. How do your clients benefit from your service, and how do those fit in with brand values? FedEx’s Instagram shows their vehicles around the world delivering packages, but also uses a visually stunning – and sometimes amusing – format. Don’t be afraid to think beyond your brand and hijack a trend or two, like FedEx did with last fall’s hit song “What does the fox say?”

Fedex Instagram What Does the Box say BurrellesLuce Fresh Ideas B2B Instagram

#Hashtag

Just like Twitter, Instagram is no place to skimp on the hashtags. They’re what make you discoverable, since search functions are only by user name or hashtag. Consistent use of relevant hashtags will help your content succeed, but don’t go overboard – stick to five hashtags. Beyond that and you’re annoying or spammy.

Hold contests

If your brand regularly holds contests or giveaways, start moving them to Instagram to grow engagement on that platform. Advertise them on other platforms, but make part of the contest include commenting or liking a photo. This drives engagement and helps build up and retain a base audience.

What Instagram strategies does your B2B use? How has Instagram worked – or not – for you?

This Week’s Shot of Fresh: Obama’s Dual Fern Platform, Top Media Highlights, and Getting Personal Without Getting Big Brother-y

Friday, March 21st, 2014
flickr user Stewart Butterfield under CC BY license

flickr user Stewart Butterfield under CC BY license

Shot of Fresh is our weekly roundup of Fresh Ideas content.

PR Insights From Obama’s “Between Two Ferns” Sit-down

President Obama chilled with Zach Galifianakis and shilled for the Affordable Care Act. Unpresidential, or brilliant move to reach the Millennial audience?

Four Key Findings From the 2014 Top Media Outlets List

How are those newspaper circulations doing? Is Google Plus really the New Social Network? How long until BuzzFeed takes over the Internet? These and more of life’s persistent media questions answered with the 2014 Top Media Outlets list.

How to Personalize a Brand Experience Without Being Creepy

“We see your cousin you haven’t seen in five years has some friends who like us on Facebook. Have we got the thing for you!” = Decidedly creepy. Here are some suggestions to personalize your brand experience without seeming like a stalker.

What is “SoLoMo” and Why It Matters

Friday, June 1st, 2012

SoLoMo is short for Social-Local-Mobile, referring to the amalgamation of social, local and mobile. It represents the growing trend of targeting consumers based on their current location and is typically designed to be shared via social networks.mobile social local

According to a presentation by Casey Knox at AREA203 Digital, businesses with 100 or more social media fans see an eight percent higher click-through rate and 125 percent higher conversion rates. Her presentation states that one in five searches has local intent and 80 percent of mobile internet users prefer ads locally relevant to them. She also states that 70 percent of all mobile searches result in action within one hour.  Those are some pretty power statistics.

If you’re still not convinced that you need to pay attention to the growing SoLoMo trend, a mobile commerce study performed by BIA/Kelsey indicates, by the year 2015, local search volume via smartphones and tablets will have exceeded that from desktops.  Personally, I’m not sure it will take that long.

In fact, Nielsen and NM Incite published an infographic entitled, “The Most Valuable Digital Customers,” last Fall that shows consumers’ social, local and mobile consumption habits and how these interrelate. Some statistics to note:

  • 66 percent of smartphone users say they access social media from somewhere other than home—at work, in the car, in airports, etc.
  • 38 percent of connected device owners looked up product info for an ad while watching TV on their smartphone or tablet.
  • 62 percent of U.S. adults online used their TV and internet at the same time.
  • 51 percent of social media users say they were influenced by standard web ads on social media sites that show which of their friends liked or followed the advertised brand.
  • Nearly all mobile internet users visit portals.

In a Search Engine Watch post, Lisa Buyer states it well, “Fish where the fish are. Taking your social PR message to the market works best when you take the message to the mobile market.” She goes on to state, “Publicizing events, news, and promotions to the mobile market becomes increasingly important for online marketers and brands. The social revolution is driving a paradigm shift in technology use and online public relations and social media campaigns need to go with the SoLoMo flow.”

The Localeze/15miles fifth annual comScore Local Search Usage Study was recently released and indicates the SoLoMo revolution has begun. As reported by Bulldog Reporter, Jeff Beard, president of Localeze, states “Marketers have a unique, unprecedented opportunity to capitalize on reaching consumers at the right time and in the right forum…”

It seems that SoLoMo can help you bring ultra-precise targeting of your campaigns—allowing you to reach the right people at the right time with the right offer. How are you taking advantage of social-local-mobile for your brand?

Pinterest: The newest ‘pin thing’ in social media?

Friday, January 20th, 2012
Flickr Image: Nate Hofer

Flickr Image: Nate Hofer

Just in case you have been out of commission and haven’t heard of Pinterest, according to its About Page, “Pinterest lets you organize and share all the beautiful things you find on the web […] Browsing pinboards is a fun way to discover new things and get inspiration from people who share your interests.” 

The site was (soft) launched less than two years ago and is still by-invitation-only, but has exploded in popularity in the past few months. According to ZDNet, Pinterest received nearly 11 million total visits in the week ending December 1, 2011. That’s 4,000 percent growth on visits during a single week in just six months, points out CNET, bumping it into the top 10 social sites among the more than 6,000 properties that Hitwise tracks.

In fact, for the first time Pinterest made the new BurrellesLuce 2012 Top Media Outlets: Newspapers, Blogs, Consumer Magazines, Websites and Social Networks. The site comes in at number 9 on the top social networks (with 0.41 percent market share) according to Hitwise rankings for the week ending December 17, 2011 – beating out newcomer Google+ which rounds out the number 10 spot with 0.36 percent market share.

We all see cool stuff online that we’d like to share or save (aka “pin”) – I have some Facebook friends that I wish would use Pinterest instead of filling my stream with kitten images and quotation graphics, but that’s for another post. Snark aside, it is no surprise that people are finding use for this online pinboard. Friends and colleagues that are engaged are pinning wedding themed items, foodie friends are pinning recipes, fashion junkies are pinning wish-list items, etc.

So, I get the individual use, but what, if anything, can this do for companies or organizations? (more…)

BurrellesLuce Releases New 2012 Top Media List: Top U.S. Websites Also Dominate Global Standings

Friday, January 6th, 2012

BurrellesLuce 2012 Top Media OutetsLIVINGSTON, NJ (January 6, 2012)—Google, Facebook, YouTube and Yahoo!, respectively, ended 2011 as the top four websites both in the United States and globally, according to data presented by BurrellesLuce in its latest edition of “Top Media Outlets: Newspapers, Blogs, Consumer Magazines, Websites & Social Networks.”
 
The BurrellesLuce website rankings are based on data reported by Alexa for the month ending Dec. 22, 2011, in the case of the U.S.; and for the three-month period ending Dec. 22, in connection with global standings, as indicated by Alexa Global Reach scores. On Dec. 22, the Global Reach figures for the four leading sites were as follows: Google, 49.79; Facebook, 43.48; YouTube, 33.87, and Yahoo!, 22.54. Other websites finishing in the U.S. top 10 that also attained double-digit Global Reach scores were Wikipedia, 13.79  (ranked #7 in U.S. and #6 globally), Blog Spot, 12.39 (ranked #9 in U.S. and #7 globally), and Windows Live, 11.05 (ranked #10 in U.S. and #8 globally).

Read more here.