Three Things to Act on Now From Meltwater Social Summit 2018

Posted by: Rachel Neff in: Digital/Social -

The Meltwater Social Summit in San Francisco promised to unlock the power of social and provide a space where participants would be inspired by the best in social. The day proved to be a valuable source of information from big players in major industries from tech and marketing to beauty and travel. One key point that was stressed was to use big picture data from outside sources to make informed decisions within your organization coupled with your internal data.  Here are three ways to do that:


1.    Benchmark Your Data

Keynote speaker Erik Qualman brought up that without a benchmark, data means nothing. We all need context to understand what is going on. Compare the data to internal (month over month) and to external (industry) benchmarks. Go from the defense of reacting to what your competitors do to using data for offense to start leading the industry. Don’t be ahead of the market; be ahead of your competition. To do that, you need to know what your competition is up to.

2.    Capture Consumers Across Touchpoints

To prepare for the future disruption in the industry, international beauty brand Shiseido focused on going from data fragmentation to unification across the “nonline” (as Google’s senior VP of ads and commerce, Sridhar Ramaswamy, calls it) world. By creating workflows to capture the many entry and exit points in the customer journey, there is now a social command center where the goal is to approach the customer through the lens of three Cs: content, care and commerce.

This means influencer marketing and product reviews will be more important and more influential than ever. However, the messaging needs to be authentic. The shopper journey is a “vortex of touchpoints” where buyers are channel agnostic.


Finding and Embracing Your Core Evangelists Online

Posted by: Rachel Neff in: Digital/Social -

Every brand has its evangelists and enthusiasts. These people know the ins and outs of your product or service and they sing your praises. But how do you find them? And why should you care about finding and cultivating them? We’ll cover why you need core evangelists and how to give them what they want.

Why You Need Core Evangelists

Your core evangelists are the canaries in the social media algorithm coal mine. The faster and more enthusiastically these individuals react with likes, shares and comments, the more the social media platform algorithms reward your content in the asynchronous feed. The algorithms think of your content like this: If the people who most often interact with your content don’t bat an eye at your latest post, then why should anyone else who follows you be interested?

Give Your Most Engaged Followers Stories to Share

One way to get more engagement from your most active followers is to give them stories to share about why they love and choose your company or brand. Here are some places to start:

  • How the company started
  • What you do differently
  • Who your customers are
  • Why your customers love you
  • When your next big thing is happening

These types of content can help explain why your evangelists and enthusiasts love your brand, even if the content you are posting doesn’t directly apply to them. It’s very easy to assume that everyone in your audience knows who you are and what you do. Take the time to approach your online presence with fresh eyes. Even longtime followers can find value in new content that touches on topics you’ve previously covered.


Social Media Hacks: How to Fight Back Against Diminishing Reach

Posted by: Rachel Neff in: Digital/Social -

Social media platforms provide an opportunity to connect with your customers in an authentic way. Lately, many brands have noticed their impressions decreasing. Worse, many using paid support find that their reach is diminishing. What can you do to combat the reduced visibility on social platforms? Here are a few tips and tricks to hack the social media algorithms and better speak to the people seeing your posts.

Recognize That Facebook Organic Reach Is Dead

What kind of organic reach can you expect these days? Less than 2 percent. That’s right. The incredible page and fan reach of 2016 has shrunk to barely a trickle. In part, this is due to Facebook reprioritizing the user experience to focus on content created by friends and family.

How does the algorithm work? Within the first hour or two of posting, the algorithm checks to see how the most engaged fans of your page interact with your content. If those folks don’t like, love, comment or share, then the algorithm decides the content isn’t that interesting and pushes it further down in someone’s news feed.

The result? If you want your content to be seen beyond your most hardcore fans, you have to consider paying to boost posts or putting spend behind ads. Don’t worry. The amount of money you put in doesn’t have to break the bank. Even a modest spend can help you reach your audience.

Avoid Saying “Today” or “Tonight” Without Including a Date

Most social media platforms are moving away from chronological feeds, even Twitter. Now inclusion is often based on how much people interact with the content and the newness of that content. So it’s entirely possible that your post about today, tonight or tomorrow’s event will show up in someone’s feed hours or days later.

As a best practice, try to put a day of the week or date with these types of posts. Also, make use of the “Stop News Feed Distribution” function on Facebook if the content is time-sensitive.


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