Should #39;Social marketing #39; be monetized? - Video part 3
#39;If your brand isn #39;t intrinsic to your social activity, people will think WTF! #39; - Mark Singleton (Paddy Power). In addition to Mark, we get the views on social marketing from Rebecca Snell...
By: Bums on Seats
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Should 'Social marketing' be monetized? - Video part 3 - Video
I wanted to share with you the wisdom of one of the recent guests on my podcast,All The Social Ladies. Tricia Nichols is the Global Lead, Senior Director Consumer Engagement, Media & Brand Partnerships at Gap. She has had a passion for marketing beyond advertising and a love for Gap even before she started her career. She is an amazing role model for anyone wanting to get into the social arenahere are just a few of her brilliant insights that I wanted to share with you.
Social Evolution
Tricia started her career in traditional marketing. She sensed a change with the advent of social and raised her hand as an early adopter to embrace it for her brand. She fell in love with what social could do for communication and consumer interaction, and by fearlessly testing some of the early networks like Foursquare, she recognized these as loyalty platforms before people really knew what they could become. At Gap, each social channel is seen as having its own personality. Understanding each channels key uses and ways for interaction is part of the learning process. For Gap, social is embraced as a way to not only tell product stories and talk about brand heritage but also social good. The brand has a visible role in empowering women and its campaign One Stitch Closer celebrates women by sharing inspiring stories of women everywhere, who by improving their own lives, bring us one stitch closer to a brightertomorrow. Launched on International Womens Day, the brands goal was more than just engagement Gap wanted to share the stories of these incredible women.
Growth
Tricias extensive background has positioned her as an experienced leader. This is something which she finds extremely rewarding and strives to help others achieve too. She is a strong believer in keeping inspiration alive. With that in mind, here are four of the key areas she values for growth in social media and within an organization:
Innovation
Gap is renowned for being first on new social channels. For Tricia, there is value in being first, as she loves finding new ways to communicate. More important though, she says it has to be done right, as the very first movers onto a platform can really shape what it becomes in the future. The best intention as a person or a brand using a new platform for the first time is the desire to understand it and use it to move into a bigger and better place. So how does Gap stay at the forefront? For Tricia, its all about the people. Her staff is naturally curious, has a love for social, fashion, and music, and most important, has a deep understanding of the channels and respect for the power of communication. Gaps heritage leads the brand to new places naturally, but its the individuals who are committed to looking for new ways to communicate and innovate that allow for further elevation and public love for the brand. A great example: With the recent split of Adult and Baby Gap on separate channels, the brand is now learning about these new personalities and embracing the task of communicating with moms 1:1.
As Tricia emphasizes, change will always happen. The greatest lesson I learned from her: Surround yourself with people who believe change is inevitable and growth is optional.
What skill set do you think is needed for a career in social media? How do you stay innovative for your brand? Please leave your comments in the section below!
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Tricia Nichols on Growth, Change, and Social Media
Social Marketing Varriletes S.A
By: Silvia Lopez
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Social Marketing Varriletes S.A - Video
Integration Of SEO And Social Marketing Strategies For Better Ranking
Q: Integration Of SEO And Social Marketing Strategies For Better Ranking Mixed SEO+Social Media Marketing is the latest online digital media marketing success formula. For more details...
By: MenSagam Technologies
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Integration Of SEO And Social Marketing Strategies For Better Ranking - Video
Many companies had already abandoned "like-gating" for more effective social media tactics, but for those still amassing fans by requiring them to like their Facebook page before entering a contest or accessing content, Facebook put a definitive stop to the practice last week.
The change will create a short-term challenge for some brands, but it will present a much greater long-term benefit to social media marketers by forcing them to focus on more meaningful metrics to gauge social marketing success.
To understand how the end of "like-gating" will benefit social marketers, the marketing team at Offerpop analyzed years of data from hundreds of thousands of Facebook campaigns. We found that removing the "like gate" can actually have a positive and immediate impact on marketing performance.
Here are three reasons why:
Offerpop analyzed more than 100,000 social campaigns run through its platform, and the analysis turned up some surprising results. Campaigns that were not "like-gated" significantly outperformed like-gated campaigns in email address collection.
According to our data, social campaigns that weren't "like-gated" acquire 26 percent more email addresses than those that were. Capturing email addresses takes you a step closer to owning (rather than renting) your audience. Email opens up a direct channel of communication with your customer, so you can re-engage campaign participants with targeted promotions that directly increase sales.
Marketers running "like-gated" promotions often wondered whether the hundreds of new fans they were amassing were only doing it for the incentive. Now, by removing direct incentives the came with a Facebook "like," you're ensuring that new fans really do have an affinity for your brand and are more likely to engage with your pages content.
In light of Facebooks algorithm changes, having high engagement rates is essential to sustaining your contents organic reach. The more people who actively engage with your brand, the higher Facebook will rate your posts.
A more nuanced effect of the end of "like-gating" is how it changes social media advertising strategies for the better. If you are gaining fans who are unlikely to become customers, and then spending social media advertising money to target them with Facebook ads, chances are you are not making efficient use of your advertising budget.
Maintaining a high-quality, targeted follower base makes your advertising laser-focused and highly effective. With your pages fan data, you can use Facebooks custom audience and lookalike audience features to target existing or new customers with paid social ads. These ads are generally less expensive than Google AdWords campaigns, and the more closely these Facebook audiences mirror your top customers, the better your return on investment will be.
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How the End of Facebook 'Like-Gating' Will Benefit Brands