How to un-tap social media and measure ROI with technology

Screen Shot 2016-07-28 at 11.42.40 AM

I was recently asked what technology or innovation in digital marketing that I was most excited about. Although I am biased in my answer, I am always excited to see the results when technology can provide both innovation, and results in the bottom line.  

There are many successful case studies of brands leveraging user-generated social content to tell their stories. Early adopters have been rewarded with deeper relationships with influencers, powerful website and marketing content that is so captivating to their audiences that they are staying connected to the brand website longer.

The longer that eyes remain engaged with the content, the more meaningful the  experience will be in learning about the product, service or experiences that a brand offers.

 

Screen Shot 2016-07-28 at 11.02.06 AM

 

The technology behind user generated content marketing is not new. However, executing the strategy around the technology to fully leverage the thousands of images and video content being created around every brand, product or experience, is the key to ensuring that an investment in technology or software generates the return on investment that it should.

How to un-tap the power of social media

Greatwaterway.com

Ontario’s www.thegreatwaterway.com invites visitors to become part of their story.

There are hundreds and maybe thousands of pieces of content being created and shared about your brand every day.  Consider the amount of social content being posted and shared by these two popular brands, just in the last 30 days:

HashtagSearch_Hashtagio

 

This is the “visual word of mouth” that the socially connected consumer has created, and that wise marketers have untapped in helping them to reach, capture and retain both new influencers who will be their best brand ambassador’s, but also more engaged customers – at the point of transaction.

What should marketers be thinking about when determining a technology platform and  strategy to capture and un-tap crowd-sourced content as part of the marketing mix?

 

Influencer marketing

Photos, videos and brand stories are being created and shared by Instagrammers, top influencers on Twitter and YouTube stars who have an engaged community of followers en mass. Rewarding influencers with a shout out, a follow, or a reward, and featuring their content alongside other brand messages is a means of not only generating good content – but also in building an army of powerful brand ambassadors.

The future of influencer marketing is to be able to build and engage with a wider net of influencers, who may have niche communities and a smaller audience as a whole – but powerful content and more targeted reach. Marketers must find a way to manage and measure this in order to gain reach.

Social Media Contesting

Social media contesting works to engage new Fans on Facebook, but are these leads being nurtured and developed into a perspective customer or brand ambassador?  How do you determine a return on your investment when the transaction or lead generation has occurred outside of the brand web asset?

The idea is to pull the contest to a landing page on the website instead of running it through Facebook or YouTube, and manage both the content assets, as well as the entries to ensure that the lead generation you are looking for is not simply lead gen for Facebook. Leverage social media channels as the powerful marketing vehicles they are – and drive your customers back to the point of conversion.

 

Screen Shot 2016-07-27 at 2.02.41 PM

Nova Scotia tourism was recently named by SKIFT as one of the Top 25 Destination Websites in the World, with a specific mention of the creative use of crowd-sourced content.

 

Managing permissions and rights for images and videos

All UGC marketing platforms, or social media aggregators of content worth looking at should have the ability to pull in and re-publish social media content and provide an automated permissions request built in. Outside of the obvious reasons to obtain permissions to use content posted on Facebook or Instagram, asking permission also gives marketers the opportunity to initiate a conversation with posters of content, encourage more content submissions and increase the number of shares. This also allows the brand to build an arsenal of images and videos that can be re-published to become part of the brand marketing strategy.

Adding fresh social media content to the website will immediately improve the stickiness of the website and keep customers close to your point of conversion longer. Consider nurturing relationships with professional photographers who use Instagram as a means of promoting themselves. Work with them to showcase their work – and tell your story. Follows and shares are the currency of the social media economy, and content creators will be thrilled to be recognized and supported by your brand.

Social data asset development and management

Sourcing photography and video production from vendors can be an expensive hit to your bottom line. In addition, research shows that user generated content is more engaging and more trusted than professionally produced content. It is important for marketers to start to build asset libraries of user generated social media images and videos to add into the marketing mix to keep it fresh and vibrant. In addition, keeping image and video assets sorted and categorized by content type increases marketing automation and efficiency.

Lead capture and measuring ROI on social media

Many companies struggle to find their ROI from social media, but believe it or not, you can gauge the return on your social media investment. By using technology and analytics, marketers are now able to track conversions on a sign up, App download, purchase, or page visit as a means to measure the impact that social media content has on their sales.

They key is to use social media channels as marketing tactics to drive users back to the point of conversion, not send them back out to Instagram once you have the customer on the website.

SEO and Website content

Website bounce rates, time on site, and average  number of pages per visits have been illustrating to marketers for quite some time that websites are not engaging or as good at closing the sale as they once were.

Screen Shot 2016-07-27 at 1.35.33 PM

 

Consumer user behaviour has changed, but most brand websites have not kept up to ensure that their storefront is engaging to a new kind of customer.

Consumers spend more time on Social Media channels than ever before, and less time on websites. By showcasing social stories on the website,  visitors are able to engage and share social media content from the website, and are more likely to remain on the website, instead of bouncing out to Facebook or Instagram. By giving users a similar experience they get on Instagram or Facebook – brands will keep customers on the website longer, and have the chance to further engage them to sign up or buy.

In addition, “Social signals” – or referring traffic back from a social network have also become a key factor in Google’s search ranking. Marketers need to continue to add links to social media posts to encourage users to go back to the website and engage with the brand. By providing similar content on the website, marketers can capture and retain that lead longer, and also increase the amount of fresh SEO friendly content added to the website.

 

What’s next in the technology behind UGC marketing platforms?

 

Personalized delivery of social content upon returning to the website, within marketing messages – and in emails.

This can be done now with platforms such as Hashtagio, allowing brands to tag and categorize UGC content to be searched and re-published at any time, to any place.

Automated tagging of visual content via AI technology

Although this is the not so distant future, I would caution that many brands are not even fully leveraging crowd sourced content now.   There are only a few brands that are fully un-tapping the potential in injecting social stories into the marketing mix.  Testing how crowd sourced content can impact the website performance and sales should be the first step before investing in automating the tagging of content.

It is the curation and categorizing of the content itself, as well as the implementation and measurement of success that is more of a priority for most brands.

 

UGCmarketing

Technology and marketing automation are on the minds of marketers more than ever before.

Keep this advice in mind when researching solutions for managing user generated content, or any other software or technology for that matter. Software bells and whistles will not be the key to tapping into the power of crowd-sourced content. Take the time and deploy resources to the right implementation strategy. The results will be improved efficiencies in social media marketing, proven ROI and of course, increased sales.

 

By Alicia Whalen

Screen Shot 2015-12-02 at 3.17.50 PMAlicia Whalen is a blogger, speaker and Chief Evangelist for Hashtagio the platform pulls in social content by Hashtag, Location or @handle. Content is tagged and searchable and can be republished on brand websites, in emails, and in other media. The Hashtagio UGC marketing platform provides automated rights management to obtain permissions to use images, and advanced analytics to brands build direct connects with Instagrammers, tweeters and Youtubers. Hashtagio is a social data asset management tool, a UCG marketing platform, and a website marketing automation tool that allows brands to fully leverage social media stories.  

Hashtagio Case Studies in Injecting Social Media into the Website

On-boarding brands with Hashtagio’s Social Media integration platform over the past few months has already been a great success for our clients.  Our theory was that by injecting social stories into the website – at the point of transaction, that brands would be able to fully leverage powerful social media content that is currently only driving engagement and traffic to social media channels Facebook, Instagram and YouTube – instead of the brand website.  It is working!

 

What we have learned:

Inject powerful Social stories to the place of purchase and build more loyalty, traffic and sales.

Injecting social stories into the brand website keeps website traffic on the website longer, keeps the user from leaving the point of transaction – and leads to more sharing of brand social stories.  Website engagement metrics improve dramatically.

Pages with social media hubs of content are seeing bounce rates under 10%, compared against industry averages of 30% plus.  In addition, important Social referrer traffic is increasing with shares of social content coming from the website.  This is important in determining website search engine ranking now more than ever.

 

Screen Shot 2015-11-30 at 12.14.51 PM

As we work with new brands looking to inject both user-generated content, and their own brand social media content into the website, we continue to see this theory play out.  In addition to drive website engagement metrics, we are also seeing Visitor’s share/follow’s increase which means more important social links back to the website.

Injecting social media content into the website has brought the user back to the place of transaction.

 

Screen Shot 2015-11-30 at 12.16.33 PM

I will continue to post on innovative ways that our clients are leveraging HASHTAGIO to inject social stories into the website.  Stay tuned!

What’s your Twitter handle?

Screen Shot 2015-12-11 at 3.01.18 PM

Perhaps you don’t have a good handle on what Twitter really is and all the ways to use it?  (it’s ok really…we are all still learning).

 

Twitter is above all else a communications tool, a vehicle for any business or person to build buzz, discuss topics of interest with like-minded people, a place to engage in a conversation with your customers and colleagues, a customer service tool – and a way to increase reach much quicker than traditional media.

Unlike Facebook and other Social media channels, Twitter is about forming new connections with people you don’t necessarily know (or will ever know) in person.

Twitter can be used to push out content (new blog posts, articles of interest, photos and videos), to stay up to date on trends, and to drive awareness to brands and businesses, and most importantly – the people behind the brands.

Twitter’s greatest power, once you have developed a twitter tone, a good following – and you have figured out how to provide your followers with valuable, engaging content – is its ability to communicate quickly to large numbers of people.

Twitter is a great tool for crisis communications, live event, or CRM, for extending customer service online, and above all, a great tool for building brand personality and credibility.

Not a place for pushed out marketing messages, Twitter allows you to communicate and engage with your target audiences. Use twitter to draw attention to other places where your brand lives such as a company website, or Blog, or even your company Facebook page where there is more room for expanded messages.

You will need time and resources to set up and manage a good twitter account, and not having a Twitter strategy will certainly lead to poor ROI and possibly some mishaps along the way.

Twitter Tips:

Screen Shot 2015-12-11 at 3.47.06 PM

 

Make sure your Twitter handle – your Twitter name – mine is @Alicia_Whalen_  is reflective of your brand, and ensure the bio is more personalized to the Tweeter

Pick the right image for your profile pic.  This becomes how other Tweeter’s will recognize you in the newsfeed.  Brands should use Logo’s.

Be strategic when developing your tone – be conversational and add value to the ecosystem

Share and RT (re-tweet) newsworthy or quality content. It is a good practice to “return the favour” with re-tweets and thank those who RT your content

Use @username (the Twitter handle!) when referencing another person in Twitter

Alicia_Whalen_

Mark positive feedback as “Favorites” by clicking the heart in Twitter, and retweet (RT) good content.

• In general, follow people who follow you – but not always. It is not about how many followers you have on Twitter – tweeters will look to who you follow as an indication of who you are.

Tweet interesting news and info related to your company and industry, and follow colleagues, industry associations and even competitors.

Twitter lists allow you to categorize Tweeps (Twitter people) and better organize how you follow their content

Use Hashtags # to index and label your content in Twitter. ie. #TwitterTips and #Socialmedia for this Blog post will ensure that this content will appear in a Twitter stream of content related to using Twitter – and may then be seen by more people

Set-up scheduled updates and manage your Social Media postings through tools like www.hootsuite.com or Sprout Social – or even through the Twitter APP.  You can manage comments and messages directed to you on the go easily with the Twitter App.

Monitor. Use tools like Sprout Social and Hootsuite.com – Twitter also now has analytics that show you the reach of your posts.  Deeper analytics are available for Ad posts or promoted posts within Twitter.

Twitter takes time and commitment but can open you up to brand fans, brand champions, and new customers far beyond traditional marketing communications channels.

Summary:

Be authentic, show some personality, don’t sell, make sure to drive traffic back to your transaction point (your website, a phone number, email sign up, Blog etc) use Twitter as a part of your overall marketing communications strategy – and have fun – it is ‘social’ media after all!

 

About:

Alicia Whalen  is a Speaker, Blogger, Entrepreneur  and Co-Founder of Hashtagio.com – The platform that harnesses the power of social and user- generated social content.  

 

Screen Shot 2015-12-11 at 3.56.45 PM

 

Toronto, Ontario, Canada
alicia.whalen@gmail.com
905-401-2249

Drop us a line

Yay! Message sent. Error! Please validate your fields.
Clear
© 2016 IDEAHATCHING