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The Proven Ideal Length of Every Tweet, Facebook Post, and Headline Online

Headline and subheads imageIf you’re gonna trust anyone when it comes to how long your social media content and online headlines should be, trust Fast Company.

Their article is really helpful when you’re looking to increase engagement with your content. You only have a few seconds to captures people’s attention right? Learn what “short and sweet” really means here:

The Proven Ideal Length Of Every Tweet, Facebook Post, And Headline Online | Fast Company | Business + Innovation.

 
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Posted by on May 8, 2014 in New Media

 

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Why is So Much Content Boring?

Because of how incessantly we consume online media these days, more and more content is being published online. Because of this, it can seem as though much of the content we come across is boring since only a mere fraction of it meets our personal interests.

Debbie Williams of SproutContent.com discusses this in her article Why is So Much Content Boring? The idea came from an Inc. magazine article she read that discusses what it takes to write great content.

I was quoted in her article. A big reason why I posted this. Ha ha!

 
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Posted by on March 19, 2014 in New Media

 

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The New iPhone Feature That Could Change Your Mobile Content Strategy

Reciving an in-store mobile advertisement

Location-based marketing is hot these days and a new iPhone feature will allow marketers to engage shoppers while they’re in a brick and mortar store.

Many Android devices have had this ability but the iPhone has finally caught up. And with millions of iPhone users out there, here’s your chance to catch up them them while they’re shopping.

Read more about it from the Content Marketing Institute:

The New iPhone Feature That Could Change Your Mobile Content Strategy.

 
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Posted by on February 13, 2014 in New Media

 

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Try Using a Demo Video to Increase Awareness, Engagement and Conversions

Play buttonIn a recent blog post I wrote for Pacific Bridge Marketing, I discuss how to use demo videos to promote your brand or product if you don’t have any free samples or swag to give away. We all know samples and swag get people’s attention. Video is the next best thing.

I go over three demo video tactics: Videos on YouTube, videos on your website and videos in your trade show booth. I go on to discuss four ways to create a quality, engaging demo video.

Read the whole article here.

 
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Posted by on January 28, 2014 in New Media

 

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How to Use Social Media in Philanthropy: Run4Philippines.com Knows How

Run4PhilippinesIn the wake of the destruction caused by Typhoon Haiyan, Utah philanthropic organization Run4Philippines sprung up to help the people of the Philippines recover. By promoting their January 25th 5 and 10K Provo, Utah running event through social media, the organization hopes to generate enough funds to help with reconstruction and food donations.

You may be asking, “What does a 5K have to do with new media?” When it comes to humanitarian causes, Run4Philipines’ use of social media is exemplary. You philanthropist’s should take note.

Here’s the take away message in a nutshell: Run4Philippines uses social media how their potential donors would want them to use it. With three out of four young donors liking, retweeting, or sharing nonprofit content on social networks, listening to how millennials expect a non-profit to approach them through social media will increase their likelihood to interact with it. Interaction spurs donations.

As part of its 2013 Millennial Impact Report, Achieve asked 100 millennial donors to review a number of non-profit social media pages. Based on their honest feedback, I’ve listed four ways to improve your use of social media to effectively market your philanthropic cause.

Post Content That Builds Credibility

This is the age of content marketing. People want to see additional content on your social media pages that will give your cause and organization credibility. Try providing articles, educational blog posts, case studies, or content from humanitarian organizations that support your cause or have a similar cause.

The Run4Philippines Facebook page currently shows a blog post about the 5 and 10K run event written by the Mayor of Provo, Utah; the city where the run will be hosted. It also shows an article from the local newspaper about the event and its organizers.

Post Content that’s Sharable

If you can, try and kill two birds with one stone by making your credibility building content sharable. As we all know, people love sharing content online. This is because sharing content allows people to fulfill basic motivations, one of them being the desire to spread the word about causes—all the more reason to purposefully make your cause related content sharable.

Some of the most shared content on the Run4Philippines Facebook page includes video. One video is about the cause, made by Run4Philippines and the other shows Utah State Senator, Mike Lee promoting the January 25th event.

Video is a great medium to promote sharing. In fact it’s the 4th most shared content format behind pictures, links and quotes.

Provide Website Access

This might seem like a no brainer when setting up your organizations social media presence but donors who visit these pages know that the most information about the cause and its associated event is on your web page. Make sure the link is prominently placed so they can get all the info they want.

Run4Philippines has their URL as their Facebook page title (Run4Philippines.com) and has also placed it prominently in the “About” section.

Clearly Show What Your Organization is about

Just like a product on the shelf, your donors will make a split second decision as to whether they want to invest their time and money into supporting your cause. For this reason it’s important to concisely list what you’re offering (the cause to be supported and the event) in a prominent place on your social media sites.

The fact that so many 5 and 10K runs are organized to support causes and that the typhoon event is still fresh in people’s minds allows the Run4Philippines name to convey a lot of clear meaning as to what the organization does. It doesn’t hurt that they placed their name throughout the header of the site and that they provided their mission statement in the “About” section.

With so many people willing and wanting to interact with companies through social media these days, it’s crucial for philanthropically focused organizations to use social media to their advantage. Following these four donor suggested tactics will surely help your cause.

With nearly 6,000 people dead and over 4 million displaced, the Filipino nation needs your help. Register for the Run4Philippines 5 or 10K run up until event day, January 25th, 2014. Register at www.Run4Philippines.com. Enjoy a concert, hot air balloons, Polar Bear Plunge, food and many other fun activities.

 
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Posted by on January 20, 2014 in New Media

 

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What is Google’s Hummingbird Update & Why is it Important for Content Marketers?

Google Hummingbird logoI recently read a post by Stryde Marketing about the new Google Hummingbird search algorithm and how it impacts content marketing.

Hummingbird is a very different search algorithm so content marketers need to know how to write Hummingbird friendly content. Check out the full article here to find four tips for befriending Hummingbird!

 
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Posted by on January 3, 2014 in New Media

 

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Instagram – An Easy Tool for Building Brand Loyalty

Instagram_Icon_LargePoor Instagram; very few brands harness your power to build brand loyalty. Or should I say poor brands! Many of you are missing out! If your brand can produce plenty of visual content, which most can, using Instagram is an incredibly easy way to get it in front of your audience in order to build brand loyalty.

Sharing visual content is a great way to build brand loyalty for two main reasons:

“A picture’s worth a thousand words” – This phrase still rings true today; more than ever I’d say. Visuals can convey more to people than most text which makes this sort of content valuable and worth seeking out.

Pictures get more interaction – People interact with pictures far more than any other type of content on social media sites. They’re more willing to comment on and share pictures and other imagery than text content only. Visuals are just more fun and provide more talking points.

Essentially, because of the popularity of visual content these days, if a brand can post this sort of media on a consistent basis, its audience will continue to come back for more. As they come back for more, they begin to recognize the vast number of like-minded brand supporters that they’re a part of. As they recognize this, they become comfortable with the idea of commenting on the brands content and interacting with other brand followers. This interaction fosters a deepened support and love for the brand.

This like-minded, mutually supportive group is called a “brand community.” The brand community is where much of a brands strength and equity comes from. Just think of Apple Computers and their loyal community. Apple wouldn’t be what it is today without its loyal brand community.

Now back to Instagram. Why am I specifically pushing Instagram as a means to influence brand loyalty? Because not only is it the fastest growing social media site today but because it’s all about visual content, nothing more. Unlike Facebook or Twitter, Instagram only allows image posts with captions. There are no text-only posts.

Thus, the increasing throng of Instagram visitors, whether on their phones or online, are purposefully seeking visual content. They want to seek you out and see what you can show them. They want content they can comment on and share with friends.

So, how do you use Instagram to build brand loyalty? Five fundamental tactics are below.

Post pictures that show your brands human side – I know I’ve said this a lot but, the more human you can be, the more relatable your brand will be. People relate best to humans rather than logos and packaging alone.

Post pictures of employees at internal office events or of consumer’s and employees at tradeshows, conferences or promotional events.

Post pictures of your product or service – Show your community ways your product or service can be used. Essentially, you can inspire them to interact with your brand in ways they may not have realized, endearing them to your brand further.

Ask your community members to post pictures of your brand – It’s extremely common for people to define themselves based on the brands they buy (picture Apple customers again). You audience will indeed be willing to post pictures of themselves using your product or service because it means something to them personally.

Ask community members to tag their branded photos with your hashtag (# + whatever your brands Instagram screen name is).

Advertise additional content – Post the image you used on your other content to increase traffic to it. Almost all your content such as blog posts, white papers, case studies, etc. should have imagery associated with it. You have ready-made Instagram posts awaiting you.

Participate in Instagram weekly events – Every Thursday is #throwbackthursday and every Friday is #flashbackfriday. Use these events to post images from quality content from the past such as blog posts or white papers that could be helpful today.

Not every post needs to have a heavy marketing angle though. Maybe use these weekly posting events just for fun. If you’re an Ethernet cable company for example I can see you posting a picture of some telephone lines with a caption that reads, “Remember dial-up? Medieval huh? How long ago did you make the switch?”

So you can get an idea of the type of content that works on Instagram, here are a few brands that use Instagram extremely well. Fire up the Instagram app or website and type in the words in quotes to find them.

starbucks” (Starbucks brand coffee shops)

nhlbruins” (Boston Bruins hockey team)

puma” (Puma brand athletic shoes)

sharpie” (Sharpie brand permanent markers)

We’re all trying to build a loyal following for our company’s. Loyalty requires giving our audience members what they want. And these days, it takes more than just a quality product or service. They want visual content that’s sharable. Instagram is a great way to give them what they want.

 

 
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Posted by on October 7, 2013 in New Media

 

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How Do You Measure the Effectiveness of New Media? – As Best as You Can

Media Measuring Tape

Written for Pacific Bridge Marketing; Washington D.C.

New media” or “emerging media” consists of any newer or newly emerging media formats that can be used in marketing.  These include social networks such as Facebook and Twitter; social media sites such as Pinterest and YouTube; websites; apps; widgets; podcasts; RSS feeds; banner ads; blogs; in-game advertisements, Bluetooth marketing and much more. These formats are notorious for being difficult to measure and evaluate.

New media is called such because it’s simply newer than traditional marketing formats such as TV, radio, and print advertising.  It’s the newness and evolving nature of these media that makes measuring their effectiveness harder (think of Facebook’s ever changing advertising rules, privacy policies and user interface).

Todd Watson, eRelationship Manager for IBM said in an interview with Google that there is such a “land rush” of new and emerging media that if we really want to figure out how to measure these new media well enough, we would have to wait until the land rush stops and for standardized measurement metrics to be developed.   He and we both know that the land rush will not be stopping anytime soon.  He goes on to say that because these new media aren’t standardized and because new media formats are developed constantly, we need to use whatever we can to measure their effectiveness.

I feel the best way to standardize the measurement of new media is to use both web metrics and online consumer surveys simultaneously.  Using web metrics can quantify the success of a new media format by counting click through rates (number of people arriving on your webpage, RSS feed, YouTube channel etc.), conversion rates (number of online purchases), bounce rates (how many leave soon after they get there) etc. Yet clicks and traffic don’t tell you everything you want to know.

Using consumer surveys on top of web metrics can help qualify the reasons behind the click through rate, conversion rate and bounce rate.  A survey can discover why the consumer clicked or why they made a purchase or why they spent so much time on the site.  It’s good to know that a company’s app is attracting more click throughs and conversions than the company’s website but knowing why is important.  Knowing why would lead to an improved website experience for the consumer and an improved brand experience overall which can lead to numerous things – purchase, repurchase, word-of-mouth etc.

These two measurement tactics can standardize the measurement of a new media formats  effectiveness because 1) web metrics are already standardized – a click is a click whether it’s on a website or a podcast and 2) once survey questions are formulated properly, they can be asked at different times during the life of the company’s use of a new media format and still be applicable – a question about how confusing a website is when it’s first launched will still be applicable if asked 1, 5 or 10 years later.

These two measurement tactics will not only standardize the measurement of new media formats but also provide actionable measurements to benefit the company.  Is there any other reason a company would go through the trouble to measure effectiveness of their marketing program than to take action based on the results?  Attempting to standardize measurements will provide more consistent results over time and help to prove that any action taken as a result was merited.

How do you measure the effectiveness of your new media marketing? We’d love to hear from you.

 
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Posted by on July 9, 2013 in New Media

 

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Corporate Blogs – 5 Reasons Why Your Company Should Have One

In a recent blog post for Pacific Bridge Marketing, I provided a partial list of good reasons for using corporateBlog computer keys blogs to build your business. All of them will more than likely ring true to you. But, the best reasons for starting or increasing your use of a corporate blog lay in 5 statistics I’ve also included in the post. I foresee that your interest in corporate blogging will increase after reading them. Happy blogging!

Read the full article here to learn more.

 
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Posted by on June 3, 2013 in New Media

 

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The Best of the Social Media Best Practices

Create Sharable Content

Almost every marketing blog offers a slew of posts dedicated to best practices for using social media in marketing. One would think that we’d all be experts with so much advice. Yet, there’s one bit of advice, the best bit, which seems to be going unheeded by a good percentage of social media marketers – posting sharable content.

In a recent blog post for Pacific Bridge Marketing, I cover five main consumer motivations for sharing content online. If we as marketers can address one or all of these motivations when making content, it’s more likely that it will be shared.

Read the full article here to learn more.

 
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Posted by on June 3, 2013 in New Media

 

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