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social networks Archives - d.trio marketing group

Social Media: Brands Celebrate Newsworthy Events

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With social media’s ever-growing influence over the past decade, brands have been able to more quickly align themselves to major news events or human accomplishments than possible in the past. Using social channels and digital advertising, brands can reach the masses almost immediately after a relevant news story breaks.

For example, when the lights went out at the SuperBowl earlier this year, Oreo made a deliberate and brilliant move to link the brand back to the Twitter trending topic.  Posting on their Twitter page, “You can still dunk in the dark”, they reached the SuperBowl audience with a relevant and pithy message in real time. This was a simple and inexpensive tactic, generating a great deal of awareness on the social channel and also positive PR. Plus, Oreo was able to generate comparable buzz without spending a dime on media fees.

Most recently with the repeal of DOMA, numerous marketers have utilized brand imagery to support their viewpoint and align themselves to social change. For example, Kraft’s Grey Poupon altered their classic scene of two wealthy gentlemen sharing mustard into a simple, straightforward message of acceptance. Implying their support of the decision, Poupon and its ad has generated much discussion and attention on its Facebook page along with praise from the industry and public news outlets.

These successful examples were possible through trusting relationships between agencies and their clients. Without this trust, the element of surprise would be impossible and the message would be stale and lagged.

 

Images are copyright of their originators. Images here obtained from:

http://www.adweek.com/news/technology/digital-marketers-jump-doma-decision-150759

http://www.huffingtonpost.com/2013/02/04/oreos-super-bowl-tweet-dunk-dark_n_2615333.html

 

-Jordan Bainer is a senior account executive at d.trio marketing group

What does your social media activity reveal about you?

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We engage our friends, family, acquaintances, colleagues, and random strangers on a daily basis. With the merger of social media into our day-to-day lives, marketers now have vast amounts of data to determine the influence of individuals. What does all that interaction say about you?

Klout measures all your activity across multiple social media outlets to generate a score that they equate to influence. Some companies have been known to review a job candidates Klout score before making hiring decisions.

PROskore and Kred are similar to Klout but use slightly different methodologies to measure and report social media influence.

So, what category are you? Socializer, Taste Maker, Feeder? Sign up for a Klout account and find out.

 

http://klout.com

http://corp.klout.com/blog/2010/08/better-know-the-klout-classes/

http://readwrite.com/2012/10/24/beyond-klout-better-ways-to-measure-social-media-influence

 

The Klout logo is ©Klout, Inc

 

-Jordan Bainer is a senior account executive at d.trio marketing group

Pinterest: 6 Do’s and Don’ts for Marketers

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by Jordan Bainer, Senior Account Executive at d.trio

All the internet is abuzz with marketing bloggers, social media experts, and data research firms extolling Pinterest for it’s ability to draw in users to visual stimuli and then drive them elsewhere to find more information and take action. It’s still considered a budding social channel, and there is no indication that it’s growth and significance will wane anytime soon (if the below rate of unique visitor growth stays consistent).

 

Source: comScore data and @MDGadvertising infographic

We’ve watched this social channel hit critical mass and provide ripe opportunity for marketers to participate with this engaged audience. To help you decide whether your business should jump into the fray, below are 6 “do’s and don’ts” for Pinterest management:

DO – Spend time following your target audience first to see what resonates with them before you beginning posting. By narrowing down your target’s interest categories, you can save time and effort in how you organize your content.

DO – Post often. As with any social channel, taking a break from sharing content can be a relationship killer. Create a plan to post content on a daily or bi-daily basis.

DO – React to your target. Just posting content to your boards isn’t going to start a trusting, two-way conversation. Narrow down a few target audience influencers (those with a significant following of their own) and regularly comment on their postings relevant to your brand (but don’t go too overboard!). In this same vein, do NOT allow a comment to go unanswered on any of your postings. Use this as an opportunity to connect on a personal level.

DON’T – Expect your target audience to find you. Pinterest does a great job finding and suggesting relevant influencers for users to follow, making users less active in searching out relevant friends. Make a goal of connecting with a set number of your target audience each week, hopefully spreading your influence outward.

DON’T – Oversell yourself. Though Pinterest allow users to link images to relevant retail sites, you shouldn’t be using the medium to only sell your wares. Pinterest allows you as a marketer to capture your brand’s essence through related visuals and images relevant to your target audience. Keep a healthy mix of your original content and shared content.

DON’T – Keep Pinterest to yourself. Put a team together that can manage your Pinterest account in order to keep content fresh and invite various opinions/viewpoints. With the ‘boards’ feature, you can easily separate your content by topic/interest/category- making it easy to divvy up the responsibilities of postings and conversations among different individuals. As with any social channel, put a policy in place to help guide the team’s actions without hindering their creativity.

Keep in mind, Pinterest is only one of many social channels that you can use to interact with your target audience(s).  If your company/brand needs to use visuals to get information across, then it may be worth your time to explore this medium. Just remember with all social channels – you get out what you put in.

Jordan Bainer is a senior account executive at d.trio. New to Minneapolis, he comes from the land of Lincoln (Chicago specifically) where he began as a media planner at Starcom Worldwide and evolved into a account strategist at the higher education focused agency, Lipman Hearne. He spends his time arguing with others on the taste profiles of beer and pretending he’s someone else through improv comedy.

HOW TO: Cure Social Media Burnout

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Everywhere I turn, there’s a new social network, another social media utility and another account to set up. Obviously, it’s impossible to be an active member of every site that comes around, but it sure doesn’t stop people (including yours truly) from giving it a “college try.” Before long, I found myself suffering from social media burnout. Been there? Well, there are some steps you can take to prevent yourself from falling in the same trap or cure yourself of social media burnout if you’re already there.

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