A 3-Step Guide To Planning Social Advertising Campaigns

Editor's Note: The following is a guest Marketing Mulligans post written by Charles Lumpkin, vice president of product management and innovation at BLiNQ Media, the leading Social Engagement Advertising (SM) pure-play media and technology company for the Facebook platform. This commentary, which offers a three-step guide to designing and implementing social media advertising campaigns, originally appeared in MediaPost's Online Media Daily. You can follow Lumpkin and BLiNQ Media on Facebook at Facebook.com/BLiNQMedia or on Twitter at @blinqmedia.
__________________________________________________

The amount of first-party data available on Facebook and other social networks is enough to make an excited brand marketer foam at the mouth. But social media advertising isn’t as simple as just matching ads to consumers. Successful social branding campaigns require careful planning and testing. More often than not, they uncover unexpected correlations between brand and consumer.

When plotting a social media campaign, there are three criteria to keep in mind above all others: creative, targeting and optimization. Consider the following as you prepare a campaign:

Creative
Effective advertising gives users a reason to click. The creative needs to convey this reason, whether it’s a compelling offer or a call to action. Users flock to social media platforms to converse and share with friends, so your creative team should produce short, catchy ad copy with a conversational tone.
With a few creative ideas in hand, you can test dozens of combinations of text and images. Our internal studies have found that images are responsible for 70% of the response rate on social ads, so don’t be afraid to experiment. Test images that are visually jarring or out of the norm.

Every in-ad image should have a single subject, and that subject should take up a large portion of the graphical real estate. Space comes at a premium within social ad units, and group shots can make an image murky.

If you’re using Facebook, take advantage of Like-gates for fanning campaigns and try to match the creative to target sets. Social’s targeting capabilities enable advertisers to match different messages and creative to different audiences for maximum performance.

Targeting
One key step in running a successful campaign is planning. Consider the target demographic and how you might reach them, based on their interests. This can be done concurrently with creative design, as the two fit closely together. When advertising to moms, try daytime TV show targets to appeal to their interests. It is important to sift through many different targets and think about their inclusion in the campaign before it begins.

Marketers would be wise to use Facebook advertising products, like Friends of Connections Targeting, which leverages the social graph to grow their base, building scale off of a group of consumers who match their criteria by targeting their friends.

Facebook’s Sponsored Stories product is also a great tool for reaching new users on the network. This ad format is triggered when a consumer Likes a brand’s Facebook page, application or place. The activity is then promoted across the network to their friends, via a sponsored story ad, increasing the likelihood that friends will notice this activity in their News Feed.

Optimize
Once the creative has been tested against several different audiences, it’s time to optimize the combinations that achieve the best results. Don’t be afraid to kill all the losers, because you’re going to reward the winning campaigns. Once you build new fans, re-market to them to build engagement and drive branding goals.

Even if your campaigns hit your desired level of success, don’t stop experimenting. Constantly ask yourself, if you move more budget to social, will it replicate this success on a larger scale? Can you expand on the targets that are working?

Social advertising is opening a world of opportunity to brand marketers, but some of the biggest opportunities are initially hard to see. Keep experimenting with creative and targeting, because you never know which unlikely corollaries will drive brand results.

© Copyright 2012 MediaPost Communications. All Rights Reserved.

Promote This! 7 Awesome Tips for Better Self-Promotion

Editor's Note: The following is a guest Marketing Mulligans post written by Mickie Kennedy, founder and president of eReleases, a cost-effective electronic press release distribution service. These tips originally appeared in this article on Kennedy's popular PR Fuel blog. Promoting yourself can be tricky. You know you need to do it to create opportunities for yourself and your business, but oftentimes it can come across as boorish, overly aggressive, or even worse...offensive. Follow these suggestions to get it right, especially as you start the new year in full-on marketing and business development mode.

__________________________________________________

Self-promotion:  some business professionals do it naturally, while others despise it. Either way, getting it right is crucial to growing your business. Here are seven essential tips to get you started on the right foot.

1. Zero In On Your Target Market

This seems obvious, but you’d be surprised how many people get this wrong. Step one is to identify your target market. Who is best suited to use your product or service? Once you figure that out, only market yourself to them. Self-promoting to anyone else is a waste of everyone’s time.

2. Be Confident, But Not Overbearing

Getting number two right requires you to tread a fine line. First of all, you don’t want to come across as a pushy salesman who is full of himself. On the other hand, you need to be confident in what you’re offering or no one will take you seriously. It takes practice to walk this tightrope without falling on your face!

3. Don’t Interrupt

You don’t want someone interrupting your family time do you? Be sensitive to your listening audience’s time. If they’re busy — then they’re busy. You aren’t going to sell yourself to them if all they want to do is get back to eating dinner with their family. Remember, they’re doing you a favor by listening to you in the first place.

4. Get To The Point

It’s easy to ramble on and on. But the more you ramble, the less chance you have of the party on the other end being receptive to what you have to say. In fact, the more words that come out of your mouth, the more likely your promotional message is getting muddled in the process.

5. Put Your Service Into Everyday Speak

Have you ever come across a company website where you read the homepage and you have no clue what the heck they actually do? Remember, all of that industry jargon that you use — your customers probably don’t. If you’re a lawyer, you aren’t speaking to other lawyers. You’re speaking to those who will need your service. Adjust your language accordingly.

6. What Makes You Different?

Why should someone listen to you when there are a million other people offering something similar? You need to come up with your own Unique Sales Proposition (USP) and present it clearly to your target customer. Otherwise, your self-promotion will fall flat and they’ll just go with whoever else they know offers a similar service.

7. Call To Action

Think of your potential clients as sheep (and we mean that in the nicest way possible). They need to be told what to do. Your self-promotional spiel will mean little if the other party is left wondering what to do next. Instruct them!

Remember, all businesses rely on a certain degree of self-promotion. Learn how to do so effectively and watch your company grow.

© Copyright 1998-2011 eReleases® Press Release Distribution. All Rights Reserved.

CMAC Visits With Santa Claus

So last night, we had the privilege of attending the Camarillo Chamber of Commerce annual holiday open house, always a fun and entertaining event with tons of great colleagues, good cheer, and gourmet food and beverage.

And while there, my friend Pat Krull of Broadview Mortgage and I got the chance to pull Santa Claus off to the side, and tell him what we really want for Christmas! Check it out...

Who Is It?: Who's Using Geosocial And Location-Based Services?

Here at CMAC, we love geosocial and location-based services, such as Facebook Places, Gowalla, and Foursquare, because they're fun, and, more importantly, they provide creative depth, additional interesting dimensions, and serious promotional firepower to companies' social media marketing efforts. In addition to their use by major high-profile consumer brands (and even the White House!), local retailers across the country are effectively utilizing Facebook Places and Foursquare to drive significant in-store traffic, coupon redemption, and sell-through of specific products and services. (Here's a tip:  the next time you're at Chili's, check in to the restaurant on Foursquare, and score yourself some FREE chips and salsa for doing so!)

But who...exactly...is using these services? Unlike extensive demographic research for other social media channels, there's been little data on location-based service (LBS) users. Well, at least up until now...

According to a recent study by Column Five Media and Flowtown, men outnumber women, although just barely (59% to 57%, respectively), as the percentage of all smartphone owners using these technologies. The majority of LBS users are between the ages of 18 and 29; possess a minimum household income of $75,000; and are college graduates.

For a full rundown on all the findings of the study, check out the infographic below, or click here for a larger view.

As more user research in this area is conducted, we will post updates, especially since demographic continuously shift over time.

Source Of Irritation: 12 Annoying Social Media Practices

Editor's Note: The following is a guest Marketing Mulligans post written by Robert M. Caruso, the founder and CEO of Bundle Post, and a long-time technology, sales and marketing executive. A good friend of CMAC, Caruso is also a father of two, a passionate advocate of technology and social media for business, and an insightful professional whose well-written and savvy perspectives are right on the money. A version of this story first appeared on Caruso's blog 12 Most, and later in this piece on Ragan.com. You can follow Caruso on Twitter at @fondalo.
__________________________________________________

As a social media professional, I have seen a lot of annoying things.

Most of the time I believe people do them because they don’t know better or have seen others do it, rather than out of a desire to be annoying or ineffective with their social media marketing. Sometimes you just don’t know what you don’t know.

I tend to be more patient than others and thought a list of some of these annoying practices would be helpful. The intent is not to tell you what you can or cannot do within social media (that’s up to you), but rather to highlight some things you should consider changing to be more effective.

They are listed in no particular order of annoyance.

1. TruTwit Validation

This is one that seems to annoy a lot of people, including me. Social media marketing is about relationships. Just as in real life, most relationships don’t work out too well when one person begins by distrusting or assuming the other is fake. What’s worse is a business starting out almost accusing a prospective customer. Drop TruTwit, and review bios and news feeds on Twitter to start relationships in the social graph on a good note.

2. Random Facebook Event Invites

Do I know you? Do you know me? Since I am a single dad in Oregon and, well, a bit older, why would you invite me to your rave party in New York City next week?

The Facebook event application can be powerful and effective when used properly. Mass-inviting non-targeted prospects that you have built no relationship with to your event is more than annoying. This kind of direct marketing in a social environment usually kills brand and, worse, gets you un-friended.

3. Random Share Requests

Before you start asking a Facebook friend or Twitter follower to share a post for you, be sure you have developed a relationship. Would you ask someone you met in line at Starbucks to email all of their friends your new blog post or website when you just met them? Would you call people you met once and never talked to again, asking them to put a sign for your business in their company lobby?

Of course not. You must first build a relationship, get to know them and provide value to them first. So, don’t do it in social media, either.

4. TeamFollowBack

Truth be told, this one gets me shaking my head more than others.

Why would anyone doing social media marketing want followers to follow them just because? We would never send a direct-mail campaign to a list of non-targeted people for our product or service. We would not hang out with someone we have nothing in common with. Followers and fans should be made up of a highly targeted community that you can provide value to and are most likely your prospective customers. Quantity and quality are equally important.

5. Endless RTing

This is a companion to No. 4: endless, meaningless retweets. To constantly retweet a list of Twitter names over and over between each other and never engage, converse, or provide value to anyone is kind of like talking to yourself in the middle of the desert. Nobody is listening and, more important, nobody cares.

I don’t know about you, but my time is worth way too much to waste it doing anything that does not produce value for others, new relationships, or return on investment. Spend your social media marketing time wisely.

6. Ignoring Shares/RTs

This never ceases to amaze me. If someone shares a post of yours or RTs something you posted on Twitter, for Pete’s sake, thank them. Start a conversation about the article. Build a relationship. When they shared your post to all of their friends, fans, or followers, they are saying to you, “What you posted was valuable and relevant.” Ignoring their gracious proliferation of you and/or your brand is like ignoring someone at a networking event that hands your business card to someone right in front of you.

7. Too Late

Social media is digital. It happens at lightning speed. Don’t take days to respond to a comment or conversation attempt by a fan or follower. Make a commitment to your social media marketing and respond quickly.

I can’t have a relationship with you or your brand when you respond days after I ask you a question. Use your smartphone and social media management applications to ensure you stay on top of conversations.

8. Fauxperts

Mind your bio information. Calling yourself a “Guru” or “Expert” is a huge turnoff to most. Let others define you as such, and stay clear of making yourself look like a fool. True experts do not become so because they give themselves the title. They become known as an expert because their experience, skill, and knowledge in a specific space are noted by other respected people.

9. Know It All

I have found that a large number of social media marketers, consultants, and firms seem to think it is their job to tell others what to do. I have seen them attack people because they used an automated direct message, posted something about their own company, or any number of other normal newbie things people do.

Aside from outright spam, no "rule" within the social media world is hard and fast. People are free to use the medium the way they see fit. You can unfollow or unfriend people at any time. It is not your job or right to hammer people for any reason. Lead, follow, or get out of other people's way.

10. Over-Pitching

A typical challenge that newcomers and direct marketers have with social media marketing is understanding that it has less to do with you and your brand and more to do with the individuals that join your community.

Providing selfless value to your community instead of direct and constant marketing pitches about what you do will go a long way to building better relationships.

Ever been to coffee with someone talked about him- or herself the entire time? I think you are getting the point.

11. Daily "Papers"

Annoying might be a bit strong when describing the Twitter daily newspaper posts. You know, the repeated posts saying one of your follower’s dailies is out and which other followers are featured in it. Don’t get me wrong, many of us appreciate the additional exposure our Twitter accounts and content receives due to these posts, but where is the conversation?

Automatically aggregating other people’s content to some Web page and automatically posting that you automatically did that doesn’t lead to conversation or relationships. Few of the posts that mention me this way lead to valuable conversations with those that use these services.

If you use them, take the extra step to start a meaningful conversation with the folks from whom you are automatically aggregating content. This should lead to relationships that result in mutual benefit.

12. Automated DMs

One of the things that seem to set people off in Nos. 8 and 9 are automated direct messages (DMs) on Twitter. They say DMs are not authentic and hammer anyone who uses them. I choose to find opportunity to engage and develop a relationship when they arrive.

The only caveat to my mostly agnostic view of the practice is when it pitches products and services. Especially when we just followed each other or have not had a conversation yet.

I suggest that if you are going to send an automated message to new followers, simply thank them and use it to start some kind of dialogue inside of your feed, rather than through direct message. Again, this builds valuable relationships that lead to ROI.

Any annoying behaviors you’d care to share?

© Copyright 2011 Ragan Communications, Inc. | Bundle Post, Inc. All Rights Reserved.

ABC...Simple As 1-2-3: An A To Z Guide To Business Blogging

Editor's Note: The following is a guest Marketing Mulligans post written by Susan Young, president of Get in Front Communications, Inc., a social media, PR, and communications agency which advises a broad range of businesses. This piece, which initially appeared on the agency's blog and later ran in a post on Ragan's PR Daily, outlines 26 different ways, one for each letter of the alphabet, to enhance your business's blog and to get the most out of this important communications  initiative. A published author and widely-quoted expert on communications issues and trends, Young can be followed on Twitter @sueyoungmedia.

__________________________________________________

Are you ready to launch a blog or ramp up your existing one? Here are 26 tips to help you on your blogging journey:

Add pictures, visuals, and images to your posts to communicate with readers on different levels.

Be the solution. Help people solve their problems. Solve, don’t sell.

Consider all multimedia platforms such as video blogs, podcasts, and audio clips.

Define who you are, who your audience is, and what benefits blogging may bring you. The bottom line: Why are you blogging?

Eavesdrop on conversations to help you develop new content.

Forget the word count. Be clear and make your point. That’s it.

Grab people’s attention from the get-go with compelling and punchy headlines.

Highlight text, subheads, key phrases, and lists to emphasize important points and make your posts more reader-friendly.

Interact with your readers by asking them questions in your posts and responding to comments.

Jump into the fray. Don’t be afraid to take a stand on an issue or controversy in your niche or field. Boldness counts.

Kill the negative self-talk and judgment. You don’t have to be a professional writer to be a great blogger.

Listen to the conversations in chats and groups to determine what people are “stuck” on. There’s your content.

Move people emotionally through your words, language, metaphors, real-life experiences, and humanity.

Notice what other bloggers are doing. Get ideas on layout, colors, design, content, and self-promotion.

Open your eyes, heart, and mind. We’re in uncharted waters.

Position yourself as a credible resource in your field. Become the “go-to” guy (or gal)

Quit taking it personally (Q-TIP) if no one comments on your blog. Comments do not equal readers.

Remember we are in a real-time world. Post often so your blog doesn’t become static and stale.

Simplify your words. Blogging is not business writing, even though you’re probably writing about business. Be conversational. Consider yourself a creative artist.

Try using patience. You may get frustrated or overwhelmed with the pressures that come along with a blog. This isn’t a short-term commitment with fast results.

Understand the analytics, metrics, search engine optimization, keywords, and other important tools to help you determine content, audience, readership, and more.

Vary your posts but not your expertise. Stick with what you know without painting yourself into a corner.

Write when you have something to say. Your readers will appreciate it.

X-ray your life. Take a close look into the body and soul of your professional career and personal experiences. Shine a light on them to diagnose your “lessons learned.” The result: Content. Lots of it.

Yearn for more. Your curiosity and willingness to learn about new trends in your industry, technology, and life in general will serve you well in your blogging endeavors.

Zero in on your readers. Write as if you’re speaking directly to them. A blog is merely the medium (vehicle) to reach mass amounts of people. Make each one feel special and connected to you.

Now you know you’re A-B-Cs.

© Copyright 2011 Ragan Communications, Inc. | Get In Front Communications, Inc. All Rights Reserved.