Monetizing your Brand through Storytelling App Instagram

Instagram is a fun, visual, and engaging channel for brands, influencers, and consumers. People love posting photos of their meals, outfits, pets, vacations, so on and so forth.Brands can take advantage of Instagram by focusing on people’s passion points and what evokes emotion from them each day. For example fashion brands can easily upload photos of their upcoming lines, models wearing their latest and greatest, influencers wearing their exclusive garb on their vacations, etc.

So you get followers, got it. You get likes and comments. Awesome. But what about selling your products? You can do that too – really. Instagram has become another avenue for referral traffic to your brand site, consumer products, and direct purchase.

3 ways to monetize your brand through Instagram:

Keep it Simple: Sometimes it’s easier just to provide a link to your blog and/or product link for consumers to find the item they want with one action. Why make it harder through re-directing a few different times. Tip – you cannot actually “click” on the link. Someone will have to re-enter the link on their browser. But for now, it will do. Instagram, are you listening?

Brand Example: Nordstrom – They do a great job of giving you the item reference # so you can find the exact item on their site with less searching. Great way to get around the current roadblock.

 

Use Influencers: There is a plethora of instagram influencers who are probably already posting your products or like-minded photos. For example bloggers like Daniela Ramirez or better known as @nanysklozet on Instagram is constantly posting about what she wears, how she wears it, and what’s in her “klozet.” It gives her followers ideas on what brands are great to purchase from and why it rocks. She will post links to the items on her blog, so she’s creating referral traffic for the brands not only from her instagram account through branded hashtags, but also through her style blog. Double the score.

There’s an App for That: The tough thing  as mentioned above, is when you provide a link, no one can click through the app currently. However there are workarounds such asLike To Know It  which allows influencers to post a direct link for purchase of the item they’re promoting. Additionally, it allows consumers to find that specific item without hunting, and/or similar products to what they saw on the app. For example, perhaps that pair of shoes was a tad too pricey, maybe there’s a more attainable pair you can purchase with the same look. Why is an app like this important for both influencers and brands? Because it’s a direct path to purchase for consumers who want what the influencers have. They want it right then and there. So let them have it at their fingertips.

Infuencer Example: Aimee Song (@Songofstyle) uses Like to Know it!

Alternatively, if Like to Know It is too complicated with Reward Style (invite-only) registration, services like Soldsie and Chirpify allow for quick and instant transactions through the comments feed (utilizing action words and hashtags).

Bonus Tip – If you only post the photo and no way for them to find out about how to get it, they’ll lose interest in the brand (especially if the brand doesn’t respond). Provide a relevant brand hashtag, a link to the item they are coveting, and/or tease them until it’s available. Sneak peeks are a great way to entice a frenzy at launch. Just look at SJP Collection as an example with their exclusive launch through Nordstrom.

 

Questions on how to use instagram for your brand? Reach out in the comments below!

This post was originally written for Socialnomics and can also be found here.

Photo Creds:

http://instagram.com/nordstrom
http://instagram.com/nanysklozet
http://instagram.com/songofstyle
http://instagram.com/sjpcollection
http://liketoknow.it/

Five Must-Have Marketing Skills for a Startup Marketer

 

marketing skills

In the startup world, when you’re beginning your new business, everything is going really fast. You’re wearing twenty different hats a day. One minute you’re the marketing manager, the next you’re the project manager, and yet another you’re the production manager.

Unfortunately, with the speed of the startup scene, sometimes certain skill sets fall to the way-side. So instead of letting that happen, make time to ensure that certain marketing skills are kept polished like mastering the technique of pay per click advertising; whether it’s through workshops once a month, webinars, just diving in with a good old business book or hiring just seo to boost your reach to the right audience.

Here are five key marketing skills that every brand must have. 

Storytelling

This is a unique skill that any marketer needs in order to be successful. It allows a brand to be unified across channels, allow consumers to understand what the brand stands for, and believe in the brand. It allows for the human side to come out and connecting with consumers on a deeper level. In addition to online storytelling through images, video, and written content, storytelling transcends to in-person interactions with customers.

Thinking Mobile First

When it comes to marketing your content, realize that people are always on the go. The one device that is always on them is their phone (and most likely a smart phone). Therefore, when creating your content and social strategy, designing your website, and/or strategizing your e-commerce efforts, it’s valuable to understand how your content will live on mobile devices first, then tablet, then desktop.

Differentiating Social Media Channels

It’s important to understand how each channel works, what it’s used for, which audiences are on it, and how best to distribute content within those channels. For example, one brand may be better suited for YouTube with its variety of videos,  while another may consider creating a tumblr blog for aggregating their content in one place for a community that is hungry for discovering and sharing cool stuff. Each channel is different and provides different features, which may enhance your products or services. Being knowledgeable on the ones that best fit your brand and your competition is helpful in creating the best marketing plan to be successful now and in the future.

Understanding SEO

This is one of the underpinning of being successful organically. Although Google makes changes on how people will be successful with their SEO tactics, it’s important to keep up. Whether it’s tagging your content with the right keywords, getting more shares on social, or distributing on partner channels for a larger audience – make sure you take the time to understand how SEO can play to your benefit.

To check out my tips around Data and Why it’s important to Understand all of the above, check out my full post on Startup Fashion!

Image via colinlogan

Five Tips to Building your Band of Brand Loyalists

It’s easy to find someone to sponsor your brand and your brand content, but to find someone who will do it without a paycheck, now that’s when you’re in the loyalist category. Loyalists are excited about news from the brand, new content put out, they follow them on social channels, they are advocates on behalf of the brand, and they are current customers. They’re the ones you can count on when shit hits the fan, and some mishap happens, or the brand is being bashed for something that was misunderstood by others. Those loyalists will speak up, they will stand behind the brand, and they will continue to be a customer. In turn, those loyalists will inspire others to consider the brand. Or at minimum, create some awareness that “this brand” is worth checking out.

So how do you create brand loyalists? There is no “follow this checklist” and you’ll have a band of loyalists at your door. It takes time, and it takes effort, and it’s different for each brand. However, there are some things that are important for each brand to consider as they figure out what works best for them.

Here’s a quick list to have in your back pocket at all times (but please don’t be fooled by the word, quick):

1. Transparency - Be transparent and honest about your brand. Either way the consumers will find out the truth, so why not tell it yourself. Brands like Toms may have it easy as their stories inspire others to act, give back, and truly love the brand. Others have it harder, but it doesn’t mean it’s impossible to tell your story in a way that impacts and connects others.

2. Have the best customer service ever - Customer service can make or break many customer relationships. Brands like Amazon have impeccable customer service to a point that they don’t question when something is wrong, but aim to fix the problem swiftly and make up for it. I remember one time when an item I purchased was delivered to the wrong location, I was so disappointed. Within 12 hours, it was in my hands due to their customer service help. Impressive.

3. Create Connections that Make an Impact - Customers don’t want to be treated as “just another wallet to take from.” They want to be appreciated. It can be as small as remembering their name when they walk into a store, or reaching out to them via a Tweet to say thank you. Nordstrom does a great job at this, when they say thank you whenever their mentioned by their followers on Twitter. It’s a small token, but it’s appreciated nonetheless. Whatever the effort, the effort is worth it to make a connection with your customers.

4. Give Value through Content - Providing value is a key component for any brand. Content is one way to go about that. For example, IBM has over 5 unique tumblr blogs, where they pump out different content on a daily or weekly basis. They are keeping their customers hungry for more – through consistent, quality, and fun content. It’s educational and entertaining – which is no easy feat! Take pointers.

5. Always be there - Your customers aren’t going to go to your website to see what you’re up to (at least not regularly). So be where they are. Be where they with thoughtful value and appreciation for their time. Provide them with content they want, customer service they deserve, a please and a thank you. And having a sale on your products, doesn’t hurt either!

In short, relationships that brands have with consumers are much like regular relationships. They take time to build, and can end quickly. Take the time to build a trustworthy one with true honesty/transparency, keeping in touch, being emotional, and offering true value. With time, that relationship will blossom and become amazing. Some will last a lifetime, others will fade. In the end, it’s better to have build some that lasted a few months than none at all.

This post was originally written for Socialnomics and my full post can also be found here. Thanks!

My Current Brand Crush (Maybe Love): Sole Society

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We, as consumers (and definitely marketers) have our crushes, our flirtations, and sometimes we commit to a brand we truly love. I’m currently having a major brand crush on Sole Society. Why? A few simple reasons:

1. They have a great affordable fashion line

Sole Society is known for “affordable fashion” – making it attainable for most women who adore looking great, but not breaking their bank to do so. The brand offers up items that are both on trend, but also classic. They partner with style inspirations like Julianne Hough to design their lines. And as of late, obtained Andrea Wasserman as CEO. I knew I liked her when she replied to me on Instagram, but the fact that she came from Nordstrom (my other major crush), demonstrates her ability to choose working for brands that put the consumers first. And that brings me to my next two points…

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2. They market themselves with style

Sole Society can be found on most channels, which allow for visual content to be at the forefront. They’re avid posters on Facebook, Twitter, Instagram, and Pinterest. My favorite is when I am able to get an inside look into what shoes they have yet to even put on their website or in stores. Getting an inside peek at the new colors, designs, and lines for the upcoming season is a brand lover’s dream. We feel like we have been let in on a secret that others don’t know about. Marketers, take note – this is a great tactic to get your consumers to come back for more!

Additionally, Julianne Hough who has her line on Sole Society gives sneak peeks through her Instagram channel too. Although she can afford shoes much more expensive, it’s great to see a strong, stylish female partnering with a brand the average female can afford and feel like she’s wearing high class style. And tying an influencer with a fun-loving spirit like Julianne to a fun-loving brand like Sole Society is a perfect strategy to get consumers to turn their heads at the brand – creating both awareness and consideration.

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To read my 3rd reason for totally crushing on Sole Society (and it’s major) check out my full original post on Marketing on the Rocks!

5 Tips for Starting your Career in Digital Marketing

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It feels like a lifetime ago when I considered transitioning from law to marketing – yes you heard right, law to marketing. I had been watching my roommate Julia Roy, venturing into the twittersphere and launching her personal brand as a digital strategist, and saw first-hand how much more fun she was having. And at the same time, I wanted to throw my law books out the window. Long story short, I followed suit soon after, and realized that digital marketing was a much better fit for me personally and professionally. But how did I start, and what got me here today? Here are a few tips I learned along the way…

1. Read, Read, and Read Some More

Sign up for regular email newsletters from blogs and websites you will enjoy perusing daily or weekly. It’s important to stay up to date on the latest and greatest when it comes to new social media channels, new mergers between platforms, updates to channels and how it will affect marketing to audiences, so on and so forth. For example, I subscribe to MashableFast CompanyTechcrunch and others that are similar. Aside from blogs that are specific to marketing, I like to subscribe to more tech related blogs, because technology is constantly affecting how we market and how we reach out audiences (ex. iBeacons).

Yes, it’s not always easy to read everyday, but it’s important to try to set aside some regular time to at least skim the headlines. My tip: follow your faves on Twitter and set up a Twitter list so you can see what’s new, in real time.

2. Learn by Doing

One thing I learned right away is that you can read about marketing and the best strategies, but you can’t truly understand, implement, and teach others until you do it yourself. Jump in and just try it out. For example, when I see a new channel that could be interesting for my clients and their audiences, I immediately sign up and try it out for myself. I view it as a customer to see what type of content I would want on there, how I would engage with it myself, and would I want to engage with brands on it. In turn, I figure out what are the tactical items to consider. For example, Snapchat is about instant consumption, while Vine and Instagram can be viewed multiple times and shared whenever and wherever you want. These are just a few examples that brands and marketers need to put into consideration when determining where to play, the content to produce and distribute, and which audiences matter to them and why.

3. Take yourself offline

Sometimes you just need to log off. Attend a networking event in your city and talk (not on Twitter, but face to face) to other marketers in your industry. It’s a great way to exchange ideas, find a mentor, and just enjoy being among like minds. I also recommend doing it at minimum – monthly – in order to stay on top of what is happening within your city’s marketing industry.

You’ll want to know the 2 other tips around blogging and my bonus tip! This post was originally written for Marketing on the Rocks, so check out my full post here!

Image Source: http://www.flickr.com/photos; John Sutton

Influencer Marketing: Avoid These 5 Brand Mistakes

“Influencer Marketing” – the latest buzz phrase in the marketing sphere – but is your brand doing it right? There are multiple pitfalls, which are easy to miss even if they’re right in front of you. So instead of running towards the finish line, tread carefully and strategically for your brand’s benefit and ensure you have chosen the right influencer with the right tone, brand fit, and appropriate audience.

Avoid these pitfalls along the way:

1. Not understanding the definition of an Influencer

First and foremost, what is an influencer? The word means different things to different people and brands, and rightly so. There are different types of influencers, and your brand needs to decide which ones are right for their brand messaging, their target audience, and the unified effort. For example, celebrities are considered influencers due to their large following on social channels and otherwise. And then you have experts, journalists, personal branders, and topic authorities. So which one is right for your brand and your campaign – #2 should help with that.

2. Forgetting to put together an Influencer Strategy

An influencer strategy, like a social media strategy, channel strategy, and/or content strategy — is significant because it allows a brand to determine which influencers are right for the brand, how they will be reached out to, how they will be worked with, and what the goals and learnings will be from the program overall. Without this, you are just tweeting to random people and pulling at straws and may turn up with the short one. And no brand wants that.

3. Missing the brand fit

When you evaluate your list of influencers it’s important to ensure that the ones you’re considering are not opposed to the brand in any way. For example, it would be poor form to choose an influencer which may have spoken badly of the brand, a product of the brand, and/or some partnership/program that the brand was involved in. Additionally, it’s important that the influencer(s) fits the brand image in a way that isn’t too controversial (unless that’s what the brand is hoping for). For example, if the brand’s image is about being conservative, eco-friendly, and about local efforts, than it may help if the influencer has similarities in those areas or strengths that will help influence those areas as well.

4. Only using tools to find an influencer

This is a huge error that can cause the wrong influencer to be chosen. Although there are many tools out there that will help one get a list of influencers that may fit the brand/campaign, the human touch is still necessary. For example, 10 awesome influencers may be brought down from an initial list of 100 or more, which helps with efficiency and time to get down to the ones that mater and could have an impact for the brand. However, it’s important to look back into the person’s history (especially regarding #3 above), check to see the conversation that the person is having on their social channels, and ensure that the tool was accurate in its assessment. For instance, is the audience of that influencer one that matters to the brand? If not their influence is less likely to make an impact and bring awareness, engagement, and/or positive sentiment towards the brand as it had hoped.

5. Lack of authenticity

Since he or she is an influencer, they’re obviously authentic, right? Not, necessarily. For example, if an influencer is being poked by a brand a second, he or she may be writing sponsored content on a regular basis. Then where’s the original content, the content that matters to their audience. It’s important that the influencer has a balance of content that is still their own because without their own, personal, un-biased opinion, the authenticity is lost, and their influence is less valuable.

Looking for more input to ensure your influencer marketing starts off on the right foot? Reach out in the comments below!

This post was originally written for Socialnomics

Best Practices: Email Marketing for your Brand

 

Email Marketing Best Practices

Email marketing, a marketing method most brands use to reach out to their prospective and current customers, can easily become an annoyance customers runaway from. So how do we as brands enable our email marketing to work for us, and not against us?

Let’s look at some email marketing best practices that will help optimize your efforts…

Look and Feel; Think Mobile First

As with websites and social content, it’s important to consider mobile when deciding on your email content, the design, and your messaging. Responsive email design is helpful because it allows your email to be read on both desktop, mobile, and tablet.

However, to ensure that your design works for each device it’s important to test your content. For example, test to ensure your images show up correctly, your headline is able to be read clearly, and the primary messaging is easily scannable, consumable, and shareable.

Use an Editorial Calendar

Your team probably already has an editorial calendar, which allows your brand to schedule out your blog posts, tweets, FB posts, and pins. Adding your email content within this calendar will help see a large-scale view of the content you are putting out, the types of customers who receive it, and what channels are distributing it.

Overall it will keep you organized to know which topics are being published, and in turn which ones do the best. It’s even more helpful the following year when you look back to see what worked the previous year. For example if product sneak peeks were a hit, than the next time around you’ll want to make sure you do it again.

Personalize your Content; Start Simple

Personalizing content for email can go in many directions, especially if your audience is segmented in multiple ways. However, it’s often easier to start simple. Perhaps to do some a/b testing to see which content performs better for different regions of the country, gender, and/or age group for starters. That way you can ensure that Texas is not receiving the same winter content that Maine would get in January.

No customer wants to open up a generic email sent to the masses – it’s always nice to see one that is at least slightly catered to their interests, location, and who they are as a customer to your brand.

Pay Attention to the Details

The details, sometimes overlooked, are key when it comes to email marketing messaging. Your team needs to ensure that the email subject line, headline, first couple sentences (which are seen in a preview), and images are all put together in a way that not only entices the reader to read the email, but spend time with it, and potentially click your call to action – whether it leads them to your website, an offer, or your social media channels.

To read more on measuring results and cross-promotion on Social Media – Check out my Full Post on Startup Fashion!

Know your Brand’s Audience With These Tips

Profile. Whether you’re a small business or a global business, knowing your audience is the backbone of selling your products and services. Without this knowledge, you’re basically throwing stuff at a wall and seeing if it sticks through your content marketing, social media engagement, and product marketing strategies. Does that sound effective? I didn’t think so. Here are tips your brand should consider to properly assess your audience:
1. Demographic Data – Take time to research genders, ages, geographical data, marital status, and household incomes. Even better is psychographic data including interests, attitudinal behaviors, lifestyle, including how connected they are (e.g. tablet users or desktop users). All of this data will help your brand carve your customer profiles with a larger picture to whom you are marketing.
2. Channels – Is your audience more apt to be on Flipboard vs. Pulse, or Twitter over Facebook, or perhaps they’re more into Tumblr and Instagram? Whatever the case, it’s important to understand consumption and sharing habits in order to know what content to put (so it’s right for the channel) and what channels to experiment with and dedicate time and money to in the long run.
3. Outreach Methods  Begin with your website analytics and discern the keywords used by visitors, which pages time was spent on the most, and where the bounce rates occurred. It is also helpful to gauge referral traffic and which pages led visitors to your website. For example, perhaps it was your Facebook ad or your fan page; or a Pictela unit that caused engagement to content on your site. It’s helpful to understand your audience patterns in order to get rid of the things that aren’t working, and/or fix things that you may not be doing great yet. Tweaking, in my opinion, is a part of brand management. Without constantly learning and tweaking, you’re not reaching the full potential of your audience.
4. Content Topics – This is where the lofty “editorial” calendar” is helpful in order to stay on top of the key holidays, industry events, and consumer mindsets, e.g. When your customer is more likely to be thinking of energy savings due to the cold temperatures where they live. With this calendar you can ensure that you’re focusing on the topics that are relevant to planned events you’ve thought ahead for, and also allowing your brand to be nimble to respond to things that pop up and are trending (and I don’t mean Beiber being arrested). As you look back on the past quarter you’ll assess which ones worked vs. could have done better – allowing your brand to “tweak” and focus on the topics that resonate best with your audience.
To read more on Content Formats and how to be nimble as a brand, check out my full post on Social Media Club !

 

Your Brand’s New Year Resolutions for 2014: Keep it Simple Stupid

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So if you’re anything like me, you may have a lofty list of things to achieve for 2014; perhaps forgetting how much time they’ll actually take. So bring yourself down to Earth for a minute, and think realistically. Instead of having 20 goals, consider 5 to 7 that you can span out within the first 6 months. Then in the second half of the year you can see what worked, what didn’t, and revise, optimize, and achieve more than you originally planned.

Where to start? Consider these tips while crafting your marketing and business goals.

1. Ensure all your goals are measurable – If you can’t measure it through things like engagement, referral traffic, etc – then you won’t know if it worked and/or what went wrong during your test phase.

2. Review your previous goals from 2013 – This is a great place to start, because it allows you to learn from previous successes and mistakes and see where there is room for growth. For example, if you started a video series in 2013, perhaps in 2014 there is room to grow it further with different genres or perhaps utilizing other social media channels to amplify engagement around the video content.

3. See how your departments can work together on resolutions – Since marketing doesn’t operate alone, it’s important to put your heads together and see how each department can help in crafting next year’s goals. For example, the tech team may have some great ideas on how to make your website “work for you” better. Tap their minds and figure out what is achievable. It may surprise you!

To read my other 2 important must-have goals for 2014 around budgeting and thinking outside the marketing box, check out my full post on Marketing on the Rocks

Image Source: http://www.business2community.com/marketing/

Social Good Commerce & Making Money for a Great Cause

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Of course there are brands like Toms who sell fun, casual shoes and eyewear for a cause. Brands like Toms are a fun and easy way for individuals, especially ones who would like to make a difference but don’t have to break the bank to do so. Additionally, it’s given this audience a way to not only give back, but also “show it off” in a way that’s fashionable and understated.

Then there are social commerce brands like Sevenly, who not only sell items for a cause, but have multiple items for sale and for different causes. Their business model is actually pretty cool, because each week (every seven days) there is a new cause, and seven dollars from each item sold goes towards the charity of the week.

Their marketing efforts help with each of their weekly charitable causes in order to spur awareness and in turn engagement with the products. Through their Facebook and Twitter audiences, Sevenly is able to spread the word and in turn have their fans and followers RT, post, and most importantly share their efforts with the cause that most resonates with them.

To read more on why this matters for your brand, and how you can influencer your audience through social causes, check out my full post on Marketing on the Rocks!

Image Source: Sevenly.org

Social Media: Understanding how your Consumers Use it

customers social media

Remember the days of using RSS Feeds? Seems like a long time ago; the shift into using social media as a primary source of information is something that has become very popular with a lot of people.  That’s why it’s important to have an understanding of how your customers use social media so that you can create your social media plan accordingly.

Here’s a quick look at how I use social media:

  • Twitter is my daily news feed from what’s happening locally to what’s happening globally. It’s my go-to for quick snippets, and long form content when I link out. Without Twitter I wouldn’t know half of what’s going on in my industry and the world sometimes.
  • Facebook is my brand go-to for the ones I’m passionate about. I won’t just “like” any brand and have them clutter my daily home page on Facebook – so if I like your page, that’s huge.
  • Pinterest is my guilty pleasure. It’s where I go to lust over things I want and pin away from friends or influencers who’ve done the same.
  • Instagram is my daily binge session with image content. I love following brands, influencers, and friends who share daily or moderately regular image content. It allows me to get a closer view into what makes that brand tick, what makes that influencer share such cool things, and what my friends really love.
  • tumblr is my go-to for quick consumable content from brands and bloggers I love. It’s where I read up on other fashion folks and why they do what they do, as well as lesser known folks who are just publishing their passions.
  • LinkedIn is where I read my thought leadership from people and brands I admire. It’s few and far between that I follow brands on LinkedIn, and even more selective on groups I join. The content and value has to be worth it.

See how each platform has a very different purpose for me?  I’m willing to bet that your customers are the same way.

Why this matters to your brand:

Understanding how your audience consumes content is half the battle. It allows your brand to shape your content strategically for each channel; in a voice that fits that place; in a way that is easily consumable, and in turn shareable by that specific audience.

The content you place on LinkedIn is not what you place on Pinterest.  Understand that while the topic may be the same (new collection, new event, new sale) the way in which the content is presented should be very different, based on how you see your customers responding.

To read more on how you can apply each of these channels to your brand and have a list of key takeaways, check out my full post on Startup Fashion

Recent Snapchat Updates & What it Means for Marketers

Snapchat, the mobile visual application that allows for instant consumption of videos and photos has come out with some recent updates.

Although there are fun little things like filters there are two things that stood out to me: (1) applying temperature through Weather Channel data and (2) allowing users to view one snapchat per day more than once (rather than letting it self-destruct).

What this means for consumers:

  • Like Instagram, consumers can now create more visually appealing content
  • Consumers can add more context to their snapchats
  • Consumers can re-watch snapchats that were too quick or too memorable not to watch again

What this means for marketers:

  • Snapchats that are about contests, hidden previews, product launches, or special events can be viewed more than once by consumers – allowing more interactivity and potential word of mouth
  • Brands can view snapchats submitted by consumers more than once, which allows for easier screenshots to view and assess for winners of contests
  • Weather.com has already gotten inside Snapchat as a potential partner – which has potentially opened doors for others with context that is fitting for snapchat users
  • There are more “tools” at consumer and brand disposal for making snapchat content more fun and relevant (filters, speed, temperature, location, etc)

What’s next in the photo and video app field?

Let’s see what Vine or Instagram come out with next…

 This post was originally written for Social Media Club and my post can be found here

Launch of: “Marketing on the Rocks” by Four Best Friends

So it all began a few years back when the four of us met through mutual friends and networking events around the city. We had social mentors in common, similar career inspirations, shopping habits, healthy living ideals, a love for boston, and most of all a quick love for one another.

Janet Aronica, Kristin Dziadul, Elisabeth Michaud and I are four best friends and four marketers in Boston. We each have a bit of geekiness when it comes to digital marketing, social media, and staying on top of what’s savvy and new. We tried GroupMe during SXSW, we’ve been on Path since before it became cool, we constantly tweet at one another in the midst of Gchatting, and support each other in all of our endeavors. I can’t say enough about how much I trust these girls personally and professionally. And that’s what brought us here today…

Over a couple adult beverages and some inspiration from fellow digital marketers in the space, we decided to work on a marketing project as a team. We brainstormed on what we could offer the Boston community and beyond as we each have diverse backgrounds from working with startups, individual consulting, agencies, big brands, and more. And then we realized – that’s exactly what we can offer. We are experienced in so many different areas and can offer unique advice and strategy because of it. And “Marketing on the Rocks” was born…

Want to learn more, and see what we’re cooking up? Check out the launch of our new site!

www.MarketingontheRocks.com

And feel free to reach out to us anytime for more info:

@pamsahota

@janetaronica

@kristindziadul

@emichaud

iBeacon Technology: Why it’s Awesome for Marketers

So we’ve had QR codes and location based services for some time now in the tech and social industry – and since Apple introduced their iBeacon (although this tech has been around for a while too) – we’re entering new territories as marketers and customers.

What are iBeacons you ask?
iBeacon’ is an Apple marketing term for a specific type of Bluetooth Low Energy (also known as BLE). According to Apple Insider – “Essentially, rather than using satellite signals to locate a device anywhere on Earth as GPS does, BLE can enable a mobile user to navigate and interact with specific regions geofenced by low cost signal emitters that can be placed anywhere, including indoors, and even on moving targets.”
Why this is awesome for marketers:
  • Imagine being able to send messages to consumers more contextually. For example, if your brand is trying to target consumers at a venue for an event; you’ll be able to know they’re there and send a message through your brand app to them automatically. Not only is this awesome, but it’s convenient for the consumer too.
  • Why is location so important? It creates the contextual relevance for advertising that otherwise isn’t already there. For example, being at a concert when you get an advertisement for a discount on food located at the venue is way more useful then getting that advertisement on a random day. It is then useful, easy to use, and actually relevant to that person.
  • Imagine your target consumer is parking at a large mall. You already know they have an intent to purchase, and now you can target them accordingly right through the device that is already at their fingertips. They’re probably already thinking what deals can I snag while I’m here – the mindset is there; the location is there; and the context is there.
  • What I think is even cooler? Sending messages or showing different visuals to a person as they walk by a display due to the iBeacon. For example, if someone sees a product they may like, perhaps they get a real-time demonstration of it right then and there.
Things we need to consider:
  • What if Blue Tooth is not enabled?
  • Unless the consumer is an early adopter and really into tech like this (as marketers like myself are); adoption will be slow.
  • Privacy is still a rampant issue that many consumers face and tech like this make some uncomfortable.
What do I envision?
I see this technology growing rapidly and taking shape in many apps and devices. However, I see mainstream adoption not truly occurring until 2015, when more people grow comfortable with this type of location and contextual detection within apps and devices.
Tip to marketers:
Be patient, but be bold too. Take into consideration the age old saying, “test and learn.”
Image source: google images

How to: Treat Your Social Media Fans Like Individuals

social media fans feel special

It’s easy to get lost in the numbers of followers, fans, and subscribers we have on our brands’ social media platforms. The numbers do matter; they help us communicate with more of our audience, and reach their friends and family too. But one thing you need to remember, despite how many fans you have – is not to forget the individual fan.

Each fan counts.

Here are a few ways your brand can help your social media fans feel special, and not just another number on your analytics page…

Respond to comments and questions in real time – This is the number one thing I look for in brands when I communicate with them, mention them in a post, or ask a question on a social channel. I look for some sort of validation that they’re listening to me as their fan.

For example, when I mention Nordstrom or Athleta on instagram, tumblr or twitter – I receive a mention back within hours. It’s usually a “thanks so much” and sometimes has a clever response and commenting on how great I am. What fan doesn’t love a little appreciation? In short, take time each day to appreciate your fans and respond back – even if it’s just to say “Thanks.”

Be yourself- Let your brand’s personality come through.  Don’t be afraid to show who you are as a brand.  This makes makes your ans feel that they know you, like they’re your friend.

To check out my third and bonus tip on how to treat your fans special and as unique individuals, check out my original post on Startup Fashion

Fun and Creative Ways to Use Snapchat for Your Brand

Snapchat for fashion brands

Snapchat, known as an instant and temporary consumption app for photos and video, has been rampant among the millennial generation. They use it to share their food, their shopping adventures, their nights out with friends, and even the brands they love to wear and shop for.

As per the Guardian, this past October, the Pew research centre claimed that 9% of American mobile phone owners were using Snapchat, which would suggest 26million users in the US alone. Among 18 to 29-year-olds, the percentage rose to 26%.

And brands have taken notice – and they are finding creative ways to utilize the app to their advantage.

Here are 3 ways that could be effective for a brand who wants to reach the Snapchat audience:

  1. Instant Giveaways – This can be a quick and dirty way to gain some fans on Snapchat. For example, the first 50 fans to follow your brand on snapchat could win a free tote bag made just for those fans. Not only is that fun for the fans, but hopefully more fans will come your way through word of mouth after the fact too.
  2. Sneak Peeks for Upcoming Product Lines– Brand fans love to feel special and get sneak peeks of new items coming out before others know. Imagine knowing that a new shoe line is being introduced with a celebrity partnership before the mass audience knows? It’s exclusive, it’s cool, and it’s using fun technology.
  3. Giving an insider look into an event – This is one of my favorite uses because it allows people to feel a part of an event even if they can’t be there in person. And using Snapchat to do so with its instant and temporary consumption makes it seem even more special when a fan gets an inside look. This is something that Rebecca Minkoff did to make consumers feel like they were part of Fashion Week.

Excited to learn more? You haven’t gotten to the bonus section yet on how Snapchat is more than just another photo app. Check out my full and original post on Startup Fashion for more!

 

Three Tips to Reach your Brand Influencers on Twitter

 

Twitter Influencers

Twitter is not only a great channel to consumer news and publish content, but a tool in our marketing arsenal, and most of all a great way to connect with our brand’s audience and influencers in the space.

Being a brand in today’s marketing world – it’s not just about “buying fans” or hoping they’ll swing on by your website. Today we need to strategize about how to develop and cultivate relationships with those that care about our brands and those that will voice those positive opinions to their audiences as well.

Follow and Connect

First and foremost, it’s great if you can follow back those who follow you, mention you, favorite your tweets, and RT your tweets. Those are the people who care enough to be a part of your community without you asking. Follow them back and show them the “love.” Take it a step further and thank them for mentioning you or liking your brand. Those little moments of brand love can go a long way, especially when the audience members don’t expect it.

Be Proactive

Take it a step further and join the conversations that these influencers are already conversing in. Are they asking questions? Answer them with information your brand may be able to help with – and of course don’t forget to use the hashtag being used so other people can follow the conversation too.

Tip: But be careful with this.  Use discretion about which conversations to just join.  If it’s a convo between only two people, it can seem weird and stalker-y to just voice your opinion. Look for conversations that involve several people and offer information without pushing any kind of sales.

To read the last tip on how to reach your influencers, check out my full post on Startup Fashion !

Mobile Strategy for your Small Business

 Small Businesses are realizing that mobile is meant for “today”, not “tomorrow” – and it’s time to get on board before falling behind. Mobile isn’t just about having an app (but it is one option). Being mobile can mean having a mobile site (or responsive design), an app that allows the consumer to interact with the brand, mobile payment options, and/or mobile advertisements. Where should your small business jump in? My advice – ensure you have a mobile site before anything else. Not sure? Consider how many of your target market use smart phones and how often they access your site through their mobile device over their laptop. If your site isn’t optimized for mobile, you are falling short.

Easier than you Think: Building a mobile site can be as simple as converting your site to a mobile one – which allows your consumers to choose which one they use to view your site when they search for it via mobile. If your brand has a little more resources to commit – my vote is the responsive design. It conforms to whatever device your on immediately.

Ready to take the next step: A mobile app is not for every brand. An app should solve a need. One example would be a utility app or one that allows to shop the store through an app (ex. Amazon) rather than having to go to the site each time with your account.

Mobile Payment: Allowing consumers to pay with a mobile app is a great way to simplify things for a brand and for the consumer. The Small business and charity –Charity Water – does this well. They use Square in order to allow easy credit card payment on iPads, and also allowing consumers to feel secure about their transactions. Charity Water has been doing great things around the world, and being mobile friendly is key for them. They use mobile devices, mobile payment transactions, and social media such as Twitter which is imperative to their awareness and engagement.

Can’t forget Social: As seen by Charity Water, social networks like Twitter which are mainly done via mobile are key to not just awareness, but also promotion, content distribution, and engagement with a brand. Yes it takes resources, effort, strategy, and money – but it is essential to almost any small business.

Ads, Ads, and More Ads: Mobile ads are a whole other ball game and take a large amount of resources. It’s not a few hundred dollars a week like some google adword campaigns, but can cost at minimum 10s of thousands on a monthly basis. It takes a larger commitment, and is usually best after a small business is lucrative or has the backing to do so.

Small business – does not mean small mobile strategy. Small businesses can play like the big boys too.

Image source: http://www.toowaybroadband.co.uk/newsReach/Prepare-mobile-and-tablet-versions-of-websites,-firms-advised_ID_801329603/

Note: this post was originally written for socialnomics and my post can be found here.

Building Community through Storytelling Apps Like Cowbird, YouTube and Tumblr

Many brands today are still figuring out how to tell their story, show the human side of the brand, and connect with their audience on a deeper level than just their products and services. If that isn’t hard enough, there are a myriad of avenues by which to do so…should your brand use Facebook, a blog, YouTube,  Pinterest, none, or all of the above? It’s important for each brand to see where their audience is first, and use the tools that most resonate with their audience and engages them where they prefer to be engaged. However, it doesn’t hurt to try new tools and see if they “fit” the brand’s identity as well as the audience. Test and Learn – great motto.

3 Tools to consider and see if they “fit” and why:

(1) Cowbird - Use photos, text, and/or sound to tell the story of a moment in time, a brand, a product, a service, a person who works there, a consumer, or what have you. Video isn’t available (as of yet), and it’s only a web service (although apparently mobile friendly), but it appears to have a growing community as photos are so easily uploaded and shared. People love to tell “their story” and brands can collaborate with cowbird to tell a “saga” or something more. However there is currently no advertising as they are trying to keep it pure to contributors. Benefit for brands? A community of people who are engrossed in stories and visual content – and ones who will share, and engage with it via “likes” or “re-telling” a story (basically like a re-blog on twitter, which is a high value action on this platform). Also the potential opportunity to partner with Cowbird for feature content.

(2) YouTube: The Archive and the storytelling vehicle that has lasted the test of time. Video like photos are a great tool to tell a brand’s story. It can be used to tell a six second snippet (the “vine” rage) or it can be longer and tell a consumer’s journey, a sneak peek on a product line, the inside scoop on an event, or how and why an employee loves every moment of working for a particular brand. Whatever the video may be – it is a piece of the brand – and it’s story. Not sure how to break into video content? Not sure if you can afford it? Start small; start simple but start with a content strategy on how that video will amplify your current brand’s story and/or revive it from the dead. Did I mention it’s only one of the largest search engine’s on the web? Cough Cough – SEO (huge perk).

Great Example: The Lego Story [Watch The Video]

(3) tumblr - a blogging platform and so much more for brands and consumer alike. From fashion brands like Nordstrom to finance brands like American Express, tumblr has become a place to not just tell a story but allow the consumer to see a different side of the brand; and of course explore and engage with fun, digestible content – from posts to photos to videos and more.

ProTip: when using a platform like tumblr (or your blogging place of choice) always consider the amount of time and amount of content your brand has for both quality and frequency. Your audience will expect fresh, new, engaging content on a consistent basis.

note: this post was originally written for Social Media Club and my original post can be found here.

Determining if the “shiny object” is the right social network for your Brand

StartUp FASHION Pinterest

Does your brand get distracted by shiny objects (aka social networks)? Don’t be fooled by a fad; but at the same time don’t dismiss them either. We’ve come a long way since the days of only MySpace, Facebook, and Twitter — there’s a new social network popping up seemingly every day – whether it’s Pinterest, Instagram, Vine, or the next shiny object – each brand needs to evaluate which ones work for them.

Is your brand wondering which social networks to use and which ones to not bother with?

There are two main things to consider for the “shiny object syndrome” when it comes to the latest and possibly greatest social networks:

Does it work for your brand type and does it work with your brand’s marketing and digital strategy?

Fashion works well on sites like Pinterest & Instagram but is LinkedIn right? Video content? Do you have the content or the ability and resources to create said content on a regular and consistent basis? These are all things to consider before diving in. It’s always better to do a few very well than a lot very poorly.

Consider Test and Learn to determine if the channel meets your goals and assists in your overall  marketing strategy.

To check out my examples for engagement, traffic, and sales read my full post on startup fashion. Interested in learning more about determining which social channels are right for your brand? Reach out in the comments below.

The Importance of Mobile for Brands Today

Brands realize (or are realizing) the importance of mobile considerations as our society is no longer just consuming content via a desktop of the television or newspaper. In the age of smart phones, tablets, and constantly being “on the go,” brands need to constantly consider how best to distribute content – where, when, and how. Distributing content on a blog, on a website, on Facebook is one thing – but is it mobile friendly? Can someone view easily? Share easily? All things to consider when considering a distribution strategy for content and content consumption by the target audience.

Content varies from blog posts to tweets to video to infographics to…so much more. In the case of video, mobile consumption is growing each year. Currently according to YouTube:

  • 25% of global YouTube views come from mobile devices
  • People watch one billion views a day on YouTube mobile
  • YouTube is available on 400 million devices
  • Traffic from mobile devices tripled in 2011

Video content tells the brand’s story – whether it’s on YouTube or a quick snippet on vine – and of course they’re both shared across social. Both are meant for mobile so it’s important to ensure mobile friendliness when you are embedding on your sites –  check to see that your site is either a mobile site or a responsive web design which adjusts to screens accordingly.

If you aren’t considering mobile – you’re losing audience members, you’re losing engagement, you’re losing the value ofy our content. In one word – Fail.

Rather than losing out – when it comes to video content and focusing on mobile consumption consider the following when strategizing: (1) short and digestible content; (2) uploading 2 hours before the optimal viewing time for your audience; (3) second screen opportunities for engaging your audience when watching TV (ex. extended content or behind the scenes); and of course (4) ensuring your content is easily shareable across your audiences’ preferred social networks.

Questions or Comments on how your brand strategizes for mobile? Let us know in the comments section below.

NOTE: this post was originally written for socialnomics and can also be found here.

Image sources: http://readwrite.com/2012/08/22/youtube-finally-offers-mobile-ads; http://www.midbeam.com/articles/play-youtube-video-streaming-on-mobile-with-2g-slow-speed/

Why your Fashion Brand Should Consider Video Content to Add Value

Burberry Video Content

Video content isn’t a new trend, but it’s definitely being adopted more often by brands as the value and engagement has increased with social media and blog content — especially fashion brands, in order to tell their story.

The value of video content is growing exponentially in this visual world of social media and content.

Hot Example: Just look at Burberry and how they utilize YouTube videos and streaming videos throughout their Facebook page. They give their Facebook fans the chance to have insider content on their campaigns and runway shows, as well as be there live and “front row.”

Or if you want to get really tech-sexy: Add video to your in-store experience like Burberry did below.

 

Why should your fashion brand embrace video content?

Drive Commerce

YouTube videos are great for driving action if used properly. If your budget doesn’t allow for youtube annotations (driving to products and services) then embedding video content on social sites or a blog is a great alternative. It’s easier to drive to commerce and doesn’t cost a pretty penny to do so. Note – Videos are great for sharing a sneak peek into a new product line; how a line was made; a runway show; and of course enticing the viewer/customer to “want” – no, “need” your product.

Engage

Fans, especially loyal fans of fashion brands, want the inside scoop of the latest and greatest coming down the pike. And when there’s a sale – they want to be the first to know.

Gap on Facebook does a great job of letting friends know when something is new, when there’s a sale coming up, and when there’s an online exclusive.

Read more on how you can engage with video content; and my third tip on how to take advantage of video for your fashion brand on my original full post on Startup Fashion.

Photo Sources: Fast Company

How to: Take Advantage of Vine Video App for your Fashion Brand

vine video app

Have you encountered Vine yet? This short video app is already being utilized by brands and consumers alike due to its many advantages, two of which are simplicity and ease of use.

As a brand owner, you should think about how Vine could possibly work with your current social media strategy.

Here are 5 advantages Vine has for brand content across the fashion industry:

Short, Digestible Content

Vine takes quick snippets of video content and stitches them together to create a quick 6 second snapshot of video.

The fact that you don’t need continues footage but instead can use 3 snippets stitched together is very cool. It allows a brand to take 3 different views of its new fashion line or fashion show, rather than just one at time. It also allows the consumer to get more than just one view of a product or event.

Utilizing Your Twitter Audience

Since you can sign up through Twitter, it makes it simple to follow any of your twitter followers who are also on vine.

In addition, a brand can easily share Vine content on Twitter once it’s been recorded. It can also be shared on Facebook. The ease of integration is key for content in order to release it just as quickly as it’s recorded.

Ease of Use

The steps to setting up an account, shooting your first video, and sharing are as simple as one, two, three. The process has that same easy flow as Instagram, but makes it possible to share content on other channels.

There are also other Vine tools like VineIt that are being released (not necessarily connected with the Vine team) that help find and view videos, as well as integrate with Tumblr. Since so many fashion brands utilize Tumblr, it’s awesome that Vine can be uploaded or embedded in there too.

To read about key tactics fashion brands can utilize for their Vine videos alongside their digital strategy, read my full post on Startup Fashion. Hint – there are some great examples!

How to: Start Fresh with 2013 Social Media Goals

This post on starting fresh for the new year in social media was originally written for Social Media Club and my original post can also be found here

Now that you have your social media resolutions on your checklist, why not consider some other social media goals to accomplish this year as you “start fresh.”

As we stated in resolution #5 it is important to set reachable goals, such as a greater focus on content. Many consider brands as publishers nowadays, is your brand one of those? Content has been deemed “king” by many, but how does your audience perceive your brand’s content? Do they find it valuable? Useful to their everyday life? Helpful for their needs specific to your brand? Or is it just fun and helps build awareness and create engagement?

Whatever the purpose for your content, it is helpful to create goals around your content strategy for your social media networks.

Here are a few to consider…

1. B.L.O.G.

If your brand doesn’t already have a blog or a part on the website to drive audience to for content, then it may be something to consider in order to demonstrate your brand is the expert voice in a specific arena. For example, if your brand sells fitness apparel, perhaps a blog on fitness, health, and matching apparel to fitness/health could be beneficial to your target audience. At SmokePost Dunning you will find good healthyy products. Link the content to the needs and wants of your audience through what they search for and consume on a regular basis.

2. Get VisualUnless your marketing team has been living under a rock, it must be pretty obvious that visual content has become more and more prevalent among consumers and brands.Adding videos and photos to blogs, being on Pinterest (if your brand has fun visual photos), and/or sharing on Facebook can make your brand stand out.

Just look at Oreo - they rock this with fun, shareable nuggets of visual content.

3. Cross Promote

If you have a blog, and visual content – cross promote that amazing goodness. Depending upon where your audience consumes your content, you may want to share your blog posts on Facebook or on Twitter. If your brand is more suited on LinkedIn – share it there. If your brand utilizes the SEO perks of Google Plus – share it there. Just make sure you choose the social networks that work for your audience and your brand type.

Tip: Don’t forget you can cross promote in emails and newsletters too.

4. Personalize and Target It

Some of your audience may want to hear about tips and tricks, while others may want to learn deeper knowledge, and others may want on the surface fun with visual photos and videos that entertain. When you realize which types of content work best on a social network (through testing and learning), target your content to specific social networks more specifically. And to take it a step deeper – target your posts to different regions based on location and weather and events occurring. Another level deeper? In newsletters and emails, you can target your audience down to what they prefer. Personalize it! Make them feel like you are giving them exactly what they want and when they want it – and where they want it!.

5. Unite Offline and Online

Offline experiences have been washed away due to online engagement so we recommend you marry the two when possible for larger impact. For example, a brand likeLululemon uses localized Facebook pages for particular retail locations to promote clothing they have as well as in store events they will be hosting (like Yoga). You get the customer in the store to buy a top, you get them to fan you on Facebook to keep up with the latest news and updates, and then they come back to check out Yoga with their girlfriends and engage with the brand in a more personalized way…then perhaps they buy more clothes? And so do their friends? Awesome.

These are just a few of the goals your brand can consider to amplify your marketing and business goals. Determine the goals that fit your 2013 vision and will help build your brand’s presence and create deeper and more high level involvement with your fans.

How to: be a Fashion & Digital Marketing Expert (Interview: Michelle McCormack)

I had the pleasure of interviewing friend, fellow fashion lover, and digital marketing expert, Michelle McCormackCMO of Fashion Project in Boston, MALet’s take an inside look into what brought her to where she is today…

StUF: What brought you to Fashion Project and FNO?

Michelle: It’s been an organic process of just ‘showing up’ and working every day. I left Hill Holliday in 07 > started LoveTheCool, a digital strategy company back when social media was learning to walk (still is) > early Twitter adopter > started Secret Boston and built a pretty passionate local community > decided to bring FNO to Boston w/ my old Vogue friend and colleague Rich Villani who I worked with in NYC > leveraged Secret Boston and the skills I learned living on the social web for a few years > did agency level work with no money > got noticed by press and have been asked to speak at various conferences > got on the radar of lots of people offering me jobs with Fashion Project being the best fit.

StUF:  What marketing goals and strategies helped you take FNO from an idea to an event, which was so great, it’ll be taking place again this year?

Michelle: I leveraged Facebook like crazy. I started the FNO Boston Facebook page and leveraged Secret Boston to begin building the community. Within a week – one week! – Rue La La called me and asked to sponsor. I then hammered the FNO Boston stream with editorial content – stuff people who are into fashion love. Within that I had little predictable updates that users could look forward to: “Yay or No Way”, “I have a crush on”… etc. There’s so much noise on the web, giving predictable content to users is a relief and gets you noticed. Within all that editorial content I’d slip in FNO promotions, like retailer updates… where I’d post what retailers were planning and tag them. Retailers came to depend on us.

To read the rest of my interview with Michelle and her insightful tips on digital marketing, check out my full interview on the startup fashion blog here