Mediaboss Marketing

For many nonprofit managers, marketing equals fundraising.

But your organization exists for more than just bringing in donations. Withsocial marketing methods that help change behavior change, you can fulfill your mission.

Although social and commercial marketingusesthe same tools, they do not have the same goals. Social marketing sells behavior change while commercial marketing sells things.

Many people confuse social marketing with social media marketing,peer-to-peer communications, orconsumer-generated content.

But social marketinghas been around fordecades.It's been used to address issues like family planning,HIV/AIDS, andbreast cancer screening.

When social marketers create a marketingstrategy, theyusethe samemarketing mix as commercial marketers.

But, they adjust the social marketing mixfor their uniqueproducts and environments.

So what does the social marketing mix look like?And how is it different from theFour Psthat commercial marketers use?

Social marketing products arenot usuallyphysical items although some are, such ascondoms.

Social marketers sell a particular behavior. And while that behavior might be life-saving, people might notwant to do it. Eating more fiber, conservingwater, exercising, or getting a colonoscopy may not seem pleasurable.

So how do you help people want to do these things? You must use the same tools ascommercial marketers.Promote the product'sbenefitsbased on the target audience'score values. Show them how using the product helps them become the person they want to be.

People don't mind paying to change behavior as much as they dislikethe social and emotional costs.

How can youto reduce the "price" as much as possibleandmake it easy to perform the behavior?

How will you make the product available? How and where can people carry out the action? Where can they get the product?

The idea of a camera's aperture is relevant here.

A camera's lens opens and shutsin a snap to let inlight when you take a picture. There is also a small window of opportunity to communicate your message to atarget audience. And at a time and place whenthey can act on it.

Your potential participants will not go out of their way to look for your messages. Go to them and help them learn about the product and perform the behavior.

How you promote social marketing does not differ much from commercial marketers.

One key difference may lie in the types of target audiences addressed. Many of the people that you try to reach are not theconsumers that abusiness would even consider going after.

They may be lowincome, non-English speakers, hard to find, and notinterestedinchange.

Only the most creative social marketers can promote their products to these hard-to-reach populations.

Becausesocial marketing programs are so hard, wehave to addfour more Ps to the social marketing mix

To planand managea social marketing campaign we mustconsider allthe people involved.We must addressthe target audience, groups that influence them, policymakers, and the media.

There are also the people within your organization that you must convince or inform.

For instance, board membersand management staff must approve theplans. Even the receptionist needs to know what to do when someone calls in response to your campaign.

Many social marketing issues are so significant that one organization cannot address them. That's when you need partners to pull off a particular campaign.

Partners, such asother nonprofits, government agencies, and businesses,should have one or more of theseattributes:

Government or organizational policies can promotesocial change on a large scale.

When policies supporta particular behavior, people aremore likely to make thechange and stay with it.

Most nonprofit organizations cannotset aside a percentage of their revenue for marketing activities.

Use the social marketing mix to go beyond fundraising. Use marketing to make an impact on the lives of the people your organization exists to serve.

Read more from the original source:
How to Sell Behavior Change with Social Marketing

Happy 2019, everyone! As we move into the new year, its time to take a look at our social media strategies to assess whats working and how we can better connect with our guests. This includes assessing all the new social media that impact hotels and resorts, so take a look at everything thats happened over the holiday break so you can get your campaigns up to speed.

Hospitality Social Media Marketing News - January 17, 2019 Issue

Happy 2019, everyone! As we move into the new year, its time to take a look at our social media strategies to assess whats working and how we can better connect with our guests. This includes assessing all the new social media that impact hotels and resorts, so take a look at everything thats happened over the holiday break so you can get your campaigns up to speed.

Two New Features Arrive in Facebooks Business Manager

Image source: Matt Navara

What This Means for Hotels

This isnt a huge change, but if you find yourself regularly adding new team members or third-party partners to your Facebook accounts, this could make it a little easier and give you more control. It doesnt seem to have rolled out to everyone at this point, so if you dont have it yet, you hopefully will soon.

Facebook Group Admins Can Share Feedback on Removed Posts

Facebook Groups have offered a new moderating tool for admins, allowing them to offer private feedback to the author of a removed post. The member will be notified that their post was deleted, and theyll be given information from an anonymous admin (not a specific one) about why that was the case.

What This Means for Hotels

Facebook Groups are an excellent community-building tool, and when it comes to Groups that are centered around your hotel or resort, its important to stay on top of its moderation. Using the feedback tool to keep your members following group rules without running the risk of accidentally publicly shaming someone can keep your community growing and moving in a positive direction.

Instagram Rolls Out Video Scheduling

Post scheduling through third-party software has been available for a while, but it was only available for images. Instagram updated its API towards the end of last year to allow the scheduling of videos on Instagram, too. Social media scheduling software is starting to catch up and offer this feature to subscribers, so keep an eye out for this one.

What This Means for Hotels

The ability to schedule video content to Instagram will be a game changer, especially considering that video has proven to yield high engagement rates on the platform. Now, you wont have to worry about taking time away from your guests to ensure that your Instagram videos go live at peak posting times. Keep an eye on your social media scheduling software, as theyll likely be releasing this feature soon if they havent already.

YouTube Ads Updated in Response to Changing User Patterns

User video consumption and behavior continually evolves, and YouTube ensures that theyre adapting frequently. Their ad system is being updated as a result of changing viewing patterns. These changes include:

Image source: Google

What This Means for Hotels

YouTubes dedication to change its ad offerings alongside evolving user behavior is a huge advantage for advertisers. By stacking ads, for example, users will have fewer ad breaks and are therefore more likely to watch the full video-- and all of its ads. This is good for both the content creator and all the advertisers trying to bid on those competitive placements.

Hotels and resorts should carefully consider whether or not they want to exclusively target TV viewers for their campaigns, as the inability for users to click on a link while watching could potentially decrease the effectiveness of ads meant to drive conversions. Ad campaigns that are focused on brand recall, however, could see great results from this.

YouTube Creates Their Own Version of Stories

It feels like 2018 was the year of Stories, and now YouTube is catching up to Facebook and Instagram to offer their own unique take. Their short-form video format-- titled Reels-- has been rebranded into YouTube Storiesand recently released with a new set of creator tools to accounts with more than 10,000 subscribers.

Image source: Google

Unlike on other platforms, these Stories will be available for a full seven days before they disappear to maximize views. They canshow up in the home feeds of both subscribers and non-subscribers.

What This Means for Hotels

The Stories feature has been hugely popular on both Instagram and Facebook, and it may see the same engagement from YouTube followers, too. If you have those 10,000 subscribers, test them out to connect with past, present, and future guests. The community-building features that are focusing on engaging with your audience could be a huge asset for this, giving you the ability to publicly respond to comments with photos or videos to keep the conversation going.

Hospitality Social Media News is brought to you by Lodging Interactive, a full-service digital marketing and social media engagement and reputation management agency exclusively servicing the hospitality industry. Through its web design and search optimization division as well as its CoMMingle Social Media Division, Lodging Interactive provides effective Internet marketing services to hundreds of branded and independent properties as well as management companies, restaurants and spas. For more information:

Telephone: 877-291-4411

Email: info@lodginginteractive.com

Subscribe Now - It's Free & Never Miss an Issue.

Logos, product and company names mentioned are the property of their respective owners.

2019 Hotel News Resource

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Hospitality Social Media Marketing News - hotelnewsresource.com

A New Report from the Multi-Location Social Media and Reputation Management Expert Uncovers How Localization is Redefining Meaningful Social Media Engagement

SOCi, the leader in social media and reputation management for multi-location brands, launched SOCi Q4 2018 STATE OF THE MARKET: The Rise of Localized Social Marketing, which details how the evolution of social platforms has spawned a new form of marketing thanks to the intimate connection social media now fosters between brands and consumers. In the report, SOCi defines Localized Social Marketing as any effort focusing on leveraging locally-driven communication channels to help businesses reach the specific local communities they serve by truly interacting with fans, followers, and customers on a local level.

Leveraging proprietary insights derived from nearly 300 multi-location businesses like Ace Hardware, Sport Clips, Liberty Tax and Steadfast Management, SOCis report uncovers and outlines the impact reviews, social conversations, and local business pages now have on a businesss bottom line and offers practical advice to marketers looking to strengthen their own local efforts.

Also Read: Gartner Recognizes HubSpot as the December 2018 Gartner Peer Insights Customers Choice for CRM Lead Management

Given more than 70% of brand engagement on social is happening on local pages, Localized Social Marketing has become a critical strategy for multi-location marketers and managing online reputationacross all places customers leave feedbackis now an essential part of the overall marketing mix, said Monica Ho, SOCis Chief Marketing Officer. The future is incredibly exciting for this industry, but any brand who isnt yet meeting consumers expectations of how they want to be interacted with will likely face challenges as we head into 2019.

To compile the report, SOCi ran a detailed analysis of usage across its platform from Q4 2017 through Q3 2018 and identified the top 10 industries taking advantage of Localized Social Marketing:

Brands on the SOCi platform are highly engaged across top social and review sites like Facebook, Google My Business, and Yelp. While Facebook drives their total engagement activity (by more than 26x that of other networks combined), Google My Business actually accounts for the highest percentage of received reviews. To put the size and scale of their Localized Social Marketing efforts into better perspective, these organizations cumulatively manage more than 65,000 individual, local social and review site profiles monthly, and are individually responsible for posting almost three and a half million social posts every year.

Also Read: Increasing Reliance on E-commerce Aids the Global Payment Gateway Market Growth

Added Ho: Part of a smart and diversified Localized Social Marketing strategy is content optimization, and its important to remember not all social engagements are created equal. A comment or review commands a higher value than more passive, one-click activities like retweets and social platforms are starting to prioritize businesses driving a higher volume of this type of interaction. Theres a significant imperative for companies to enact a smarter approach to fostering and maintaining engagement.

Another significant factor when it comes to overall Localized Social Marketing strategy is the response window. Nearly eight in 10 consumers expect a timely response to an online review or comment, and SOCis proprietary research shows that 89% of consumers are willing to change a negative review based on how the business responds. That to say, consumers arent turned off by less-than-perfect reviews. While studies show that 52 percent of consumers prefer companies they do business with to have at least four stars, of all the users that engaged with SOCi client content on Facebook, less than one percent posted negative feedback.

Continue reading here:
SOCi Marks the Rise of Localized Social Marketing

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Brainiac Knowledge Management Inc. on behalf of our client

Kenilworth, NJ

$50,000 - $60,000 a year

Vision Media Marketing Inc.

Secaucus, NJ 07094

$40,000 - $50,000 a year

Laura Davidson

New York, NY

$50,000 - $65,000 a year

Stamford, CT 06902 (Downtown area)

AmeriStudent

Pismo Beach, CA

$45,000 - $55,000 a year

Bear Mattress

Students 2 Science

East Hanover, NJ 07936

$20 - $25 an hour

Be the first to see new Social Media Marketing jobs

"Land OFrost is a third generation, family-owned business thats been making great tasting lunch and deli meat for more than 60 years!"

Social Media Specialist salaries in United States

$13.97 per hour

Indeed Salary Estimate

Please note that all salary figures are approximations based upon third party submissions to Indeed. These figures are given to the Indeed users for the purpose of generalized comparison only. Minimum wage may differ by jurisdiction and you should consult the employer for actual salary figures.

Continued here:
Social Media Marketing Jobs, Employment | Indeed.com

The experimentation era in social media marketing is long over. Social media has proven to be a viable and potentially lucrative marketing channel for B2B and B2C companies of all sizes, across the globe. As more and more companies jump on the social media bandwagon, it is more important now than ever that you provide value, not add to the clutter already on the social web. The reigning champions of social media are the brands that listen to their community, and deliver worthwhile information based on what they hear.

At TopRank Marketing, we understand that your companys success in social media requires a deep understanding of your customers needs and their journey throughout all stages of the buying cycle. We specialize in crafting targeted, high quality content that serves to attract, engage and even convert customers as they factor their social relationships into their purchasing decisions. Many agencies and companies offer social media marketing, yet we are one of the few with experience and proven results to consistently reach goals in branding, social PR, and even lead generation using social.

A successful social media strategy ties outcomes to overarching business goals and connects you with the right prospects and customers on the proper platforms. It engages your loyal fans, friends, and followers through a combination of organic and paid media.

Our social media marketing experience at TopRank Marketing spans all of the major social networks and a variety of niche sites, including Google+, Facebook, Twitter, LinkedIn, Pinterest, Instagram, SlideShare, YouTube and more.

A social media strategy is your brands roadmap for building awareness and engagement on social media channels. While we customize the approach for each customer, a social media strategy should include an audit of existing social media profiles, goals and objectives, audience targets, approach and implementation recommendations. The approach should be guided by the needs of your customers to ensure social media marketing success.

Listening is a huge component of strategy and understanding goals and objectives acts as a starting point. TopRank Marketing partners with brands to make recommendations for improving a brands social media visibility, reach and engagement with specific targeted audiences.

Social listening and real-time monitoring work hand-in-hand to help brands better understand the quantity, quality and sentiment of mentions online.

Integrating social listening and real-time monitoring into a social media strategy will help you get more in-tune with your audience, based on what theyre already saying. By monitoring constantly, you can identify whats working, quick wins for improving your approach and potentially harmful online chatter that can be addressed immediately.

Simply increasing the number of page likes for your brand does not equal social media marketing success. Our community management services work to nurture your audience to make it stronger, larger and more engaged.

TopRank Marketing partners with you and becomes your brand ambassador to advocate across the social channels that best fits your audience and business goals. Our approach is developed from listening to your audience and helping you to develop a plan that better hones in on their specific needs.

Social media contests engage audiences and elicit participation. Whether social media contests are stand-alone or a part of your larger content marketing strategy, they are a great way to encourage user generated content (UGC) for your brand.

Many B2B brands believe that social contests only work for their B2C counterparts. However, there is equal opportunity to better engage a B2B social media audience with a well formulated contest.

An essential but commonly overlooked element of creating a successful digital marketing campaign is the amplification of the content. Because why does it matter how good your content is if no one sees it?

TopRank Marketing approaches social media campaigns with an integrated mix of digital marketing tactics to best fit the brands and audiences needs. Our approach to social media specific campaign amplification includes strategy and content for brand amplification, employee amplification, influencer amplification and paid social media to provide ample opportunities for your target audience to engage with your campaign content.

Social media content must be relevant and valuable to make a lasting impression on your target audience. The way that a brand distributes that content is also crucial to reaching the right audiences in the right places.

Just as with any other content marketing strategy, its important that content created for social media platforms is tailored to meet the needs of those specific audiences. Our expertise allows us to make suggestions based on new trends, years of experience and research and a deep understanding of the brands goals and objectives.

Social media marketing metrics act as the proof of performance. Without measurement, it would be nearly impossible to understand whats working, whats not and how to optimize the approach to garner better results.

Our social media experts understand the metrics and are able to easily communicate results. Using that data to determine what worked and where opportunities lie, TopRank Marketing then makes suggestions to improve for the future.

If youd like to see TopRank Marketings social media marketing work in action, take a look at one of the case studies below to see how we have successfully partnered with brands to successfully achieve business goals and produce results:

Looking to take your Social Media Marketing game to the next level? TopRank Marketing is here for you.

Schedule your free consultation today! Wed love to chat.

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Social Media Marketing Services - TopRank Marketing