Tag Archives: Social media marketing

From the Archives: Almost any brand can be Pinteresting. Here’s how!

pinterest warning

By Jessica Rogers, {grow} Contributing Columnist

I’m not crafty. I do not scrapbook, do DIY projects, or tackle anything that involves a glue gun.

However, I recently created a “Laundry Room Makeover” board on Pinterest and completed the renovation. Pinterest was a wonderful source for before and after pictures, detailed tutorials, names and reviews of paints, and even lists of where to find the products and their prices.

I must point out many of these, if not all, were not brand sponsored! For example, like other Pinterest users I posted all the materials used in my after photos. This is an amazing opportunity for brands to increase brand recognition by way of social sharing or “pinning.”

This story is played over and over across the globe. Pinterest is the ultimate source for creative (P)inspiration.

Why use Pinterest?

Pinterest marketing specialist Piqora found that one “pin” generates an average of 78 cents in sales. Pins are 100x more viral than tweets and Pinterest Board pages can rank on Google long after the original post.

Like any social platform, Pinterest might not work equally well for all brands. However, Pinterest can be a great way to share valuable content with your target audience and showcase your brand personality.

Pinterest is obviously the home room for the visual content from clothing designers, photographers, and makeup artists. But the platform can be utilized by non-creatives like real estate agents, marketing thought leaders posting relevant articles, even parents posting ideas about home schooling their children. Almost anyone can be more Pinteresting….

Are pins really content?

Absolutely. But keep in mind the importance of  “delivering the right message to the right person at the right time.” Platforms such as Facebook, Twitter, and of course Pinterest have a specific demographic of users and can be optimized accordingly. What is often overlooked is the importance of relevant and timely content for these platforms.

What should you pin?

  • What does your target audience of client base want to learn more about? What moves them? What interests them? Find pins related to those topics. Become your follower’s go-to resource.
  • Regularly visit the What’s Popular section of Pinterest to see what is trending and what really resonates with Pinterest users.
  • “How to” pins are very popular. Find tutorials your audience can use and pin them, or create your own. Including before and after images.
  • Infographics are a great way to share a large amount of information in an attractive, inspiring way.
  • Do not always pin your own content. If you do pin your own content, be sure to do it in a way that drives users to your website.

Tips for optimizing your pins 

  • Add relevant Search Engine Optimization (SEO) keywords in your “About” section. Search engines index this page, so use those 200 characters wisely.
  • Utilize humorous of catchy titles to entice folks to follow the board, and include keywords in board titles to make the board more searchable in Pinterest.
  • Curate pins that link back to your website, email opt-in page, or product page/catalog
  • Pinterest is social, so remember to interact and engage with others. Repin, follow, and make comments.
  • I found this Pinterest Master Class to be helpful. It is a series of three videos equaling an hour of content.

via Almost any brand can be Pinteresting. Here’s how! – Schaefer Marketing Solutions: We Help Businesses {grow} – Schaefer Marketing Solutions: We Help Businesses {grow}

*Update: With over 150 Million users, Pinterest is worth a gander. Read more here on the latest stats on this power platform! At the same time I posted my reno on Pinterest, I added a “make me move” price on Zillow…. the rest is history. Full price offer, that led to us building a new home, 2.7 miles down the road.

Photo credit: clasesdeperiodismo via Foter.com / CC BY-NC-SA


From the Archives: 4 Critical Social Media Lessons I Learned From My 4 Year Old

My son just turned 4 and has developed into a kind and considerate little man. Before you say “of course, he is your son, brag much?”, let me support my theory with a bit of fact.  The truth is, I am learning from him. I marvel at what we can learn about connecting on the social web from this little man …

Thank you is just the beginning of the relationship

On his birthday, we had a party for all his friends at a gymnastics place where the kids could bounce around and burn some energy. After the party, not only did he actually thank each friend for coming and for each present, he could recall who got him what afterwards! The staff at the gymnastics joint commented on his awesome manners. A proud Mommy moment and even more proud the weeks following when my son still remembered what each of his friends gave him.

In social it is so easy to show gratitude but often can be time consuming when you have many followers/fans/comments. However, a little “Thank you” goes a long way!

Thank people for sharing in a Tweet, Re-Tweet something that resonates with you, or share a blog post that your followers would enjoy. Pay it forward, be a resource for others and support those around you. Also, know it does not have to stop at “Thank you.”  There have been countless times my son and I have been going into school or a store and someone has held the door open for us. My son politely says (on his own) “Thank you” and then asks me, “Mommy why didn’t they say You’re welcome?”

“Thank you” is just the beginning of a relationship. The doors of communication are now open and you have endless possibilities of what you can do with the relationship.

Stay centered

big hairMy son has the most beautiful long blonde hair, and he loves it! He allows me to trim it but he really wants to have long hair. This is a part of him.

l recently took my son to McDonald’s to romp in the play area (He absolutely thinks this is THE most fun ever). The last two times we went to McD’s he comes up to me with a new friend (once it was a girl the other time a boy) and says, ” Mommy tell him/her I’m a boy!”(because of his hair). No matter how many times he has a “prove your gender” altercation or is called a girl at his own birthday party (yes this did actually happen), it does not phase him. He likes what he likes, and that is it.

Whether you are a person, a business or a brand on the social web, you’re going to get knocked around a bit. But you must represent yourself in one true, consistent voice. You can’t be something you are not. Stay centered.

Patience Pays

My family had been looking forward to the State Fair of Texas all year. My son has big dreams about it and was sure he could ride all the big rides now. After all,  he was 4!

Big TexRealistically, he was just one inch taller than last year, so we were still very limited in what he could enjoy at the fair. This did not phase him at all. He went, he saw, he conquered the same three fun houses and four rides. All day.

He patiently waited all year for the fair, patiently waited to park, patiently waited in many lines to eat, drink, ride rides, and play games.  And then, it was all over in 8 hours.

In social, success rarely happens over night. You must nurture the relationships you make, consistently deliver valuable content, and engage with others in an authentic way. Most of the time, you have to wait to ride the big rides.

Just as it takes time to build a valuable brand, it takes time to build a good social following. Simply opening accounts serves little or no purpose. Don’t give up after one month and you have only 15 followers on Twitter and no one has read your blog post. Just think of the possibilities: communities to be part of, businesses you can work with, folks to connect with, and all of the knowledge that goes along with it.

The Wonder of Learning

Each day my little dude learns at least two new things. How wonderful is that? Life is constantly exciting for him because the world is a wonder.

How can you capture this spirit in your own life? Are you spending time to learn and wonder?

Make it a point in your life to try to always be learning. Social make this so easy. You have a world full of folks on Twitter, Facebook, LinkedIn, and G+ willing to connect with you and share new content and ideas.  Many of these connections can be instrumental to you personally and professionally and likewise, you can be very instrumental to them. It can be a very mutually beneficial on various levels.  You must first listen, then engage and take part in the conversation. Identify mentors and learn from them.

This post was not meant to be a page in my Mommy Brag Book. But, when thinking of some of the basics of social, they really do relate back to the basics of a happy life. Keep things in perspective. Be genuine. Be the person you want to meet. And be sure to take the rocks out of your pockets before starting the laundry!

What are you learning from your kids and how is relating to your business?

via Four critical Social Media Lessons I learned from my 4 year old – Schaefer Marketing Solutions: We Help Businesses {grow}


Theory vs Research: A Symbiotic Relationship for Digital Marketers Part 2

stock-624712_1280Please see part one of this post here. Then, resume part 2!

The Relationship Between Theory and Research
Science occurs in the context of discovery and/or testing (Strong, 1991). Ellis and Levy (2008) suggest a well-defined research problem is an essential starting point for effective research. A well articulated research problem will impact everything from the formulation of hypotheses, methodology, the literature review, and the conclusions. This research problem should integrate both concepts and theoretical perspectives of the existing literature (Ellis & Levy, 2008). Theory driven research allows for the researcher to gather interrelated concepts that will guide research, determining what things to measure, and what statistical relationships to look for. As we construct theory, we rely on research but we also use our own experiences (Gelso, 2006). Theoretical frameworks are important in that researcher must make an implicit framework more explicit in order to not undertake research with preconceived notions impacting processes, results, or even interpretations of findings.

Theory does play a pivotal role in research. Generally speaking, research contributes to theory in several ways: (a) creation of theory (b) validation of theory; (c) to refute a theory. Wacker (1999) believes there are two general objectives of research, theory building, and fact finding. The purpose of the research will dictate the research process and thus identify the undertaking as fact building or theory building. Fact finding research aims to gather facts obtained via precise and specific conditions, where as theory building research develops though an exiting body of knowledge. Fact finding research makes use of evidence to assess if a relationship exists. Theory building research uses the existing literature to define concepts, identify a domain, explain relationships, and then make predictions (Wacker, 1999).

  • Fact finding research plays an important role as it provides facts and empirical evidence that can later be integrated into theory. Additionally, fact-finding research allows for the investigation of new relationships as it is not limited by existing theory based relationships (Wacker, 1999). New theory development is made possible through fact finding research because this type of research discovers differences in data and explains that data. Theory building research, on the other hand, integrates similarities between studies.
  • Harlow (2009) suggests developing a theory involves some form of testing that theory, therefore theory development and testing are intertwined. Theories help researchers generate additional ideas and further scientific exploration and help to integrate constructs into a cohesive view that might otherwise bee seen as incongruent (Gelso, 2006). Harlow (2009) describes a circular process a researcher follows as theoretical ideas are tested against data, ideas are framed, and retests follow until conclusions can be considered trustworthy. The sciences would be a series of untested ideas and biased perspectives without any controlled empirical research (Gelso, 2006). Interestingly, Stam (2007) suggests that the frequent and methodical use of tests of statistical inference has actually impeded advances in (psychological) theory.
  • Gelso (2006) maintains theory and research go hand in hand and work in a symbiotic way. This cycle is on going, theories are being modified based on research, other theories emerge, new theories then guide additional research and are tested, and the cycle repeats (Gelso, 2006). However, not all researchers believe there is a link between research and theory. Gelso (2006) suggests there are some (within the field of psychotherapy research) who maintain that hypothesis-testing research has hindered discovery. However, Gelso (2006) points out theories help generate hypotheses to be tested. Thus, discovery oriented research uncovers relationships that in turn help form theory that can then be further investigated via testing. In fact, researchers use theories throughout the research process. For example, when coming up with ideas, generating hypotheses, and even interpreting the results a researcher uses theory as well as theoretical constructs. In the case of a failed hypotheses, this would prompt a researcher to revise a theory or mini-theory and thus alter hypotheses for further investigation. According to Popper (1957), a legitimate empirical test is designed to disprove theory.
  • Theory-building is paramount as it ensures a framework for analysis, assists in the development of the discipline, and is necessary in order to apply findings to real world problems (Wacker, 1999). Theory building research also helps find recurring themes across related fields thus increasing the theory’s importance and abstract level (Wacker, 1999). Theory building is very dependent on a comprehensive literature review within the research process. This process gives way to accepted definitions, domains of applicability, previously identified relationships, empirical test, and predictions. The literature search ensures all theory-building conditions are filled. Theory building involves defining variables for uniqueness, limiting the domain for generalizability, logically building relationships for internal consistency and abstractness, and giving specific predictions with empirical support for refutability (Wacker, 1999).

It should be noted that both qualitative and quantitative research contribute to theory. Corely and Gioia (2011) suggest that both types of research contribute to theory in terms of originality and utility. Quantitative research tends to offer more generalizability and greater predictability due to hypothesis testing. However, qualitative research is just as important to theory when trying to understand complex social situations (Gay & Weaver, 2011).

The Future for Digital and Social Media Marketing Research and Theory
Currently there are several social media platforms, and each application has its own characteristics that influence behavior. Smith, Fischer, and Yongjian (2012) undertook research surrounding Twitter, Facebook, and YouTube via content analysis. Interestingly, sentiment varied across social media sites suggesting each social media site fosters its own different characteristics. With social media evolving, there will likely be mini theories that are only applicable to certain settings and certain situations (McFarland & Ployhart, 2015).

It is clear that both theory and research are instrumental to the marketing discipline. Researchers must move beyond applying existing theories to the field of social media marketing. Consideration must be made to reflect on the uniqueness of social media as a communication channel. These distinct features should be used to help theory evolve in the context of social media marketing. The cycle of theory and research ensures the body of knowledge advances through testing, and discovery. With the relatively new field of social media marketing, addition empirical research is essential to establishing applicable theory, and building upon existing theory.

Stay tuned as we next explore the relationship between Theory vs Practice…


Recommended movies for Marketing Students

medium_4683421549 I usually share a list of movies with my undergrads to get them pumped up about Marketing and to see how it infiltrates our everyday lives. Hopefully those of you who are students past and present, undergrad and graduate will enjoy these hand picked Marketing flicks! Those who are not students, but Marketing geeks like me: enjoy! I must warn you that may get a little resistance from non-marketing family members if you tell them these are Marketing related (as I did with my husband). But, I assure you they will enjoy them!

The following are some great movies to request on Netflix, Blockbuster, HULU, or whatever you like (in no particular order):

For trailers of the movies visit My TAMU page on my blog here.

Chef
2014 Jon Favreau, Robert Downey Jr., Scarlett Johansson
A chef who loses his restaurant job starts up a food truck in an effort to reclaim his creative promise, while piecing back together his estranged family. Great for those who love Social Media Marketing.

Syrup
2013 Amber Heard and Shiloh Fernandez (Note this is Rated R)
A slacker hatches a million-dollar idea. But, in order to see it through, he has to learn to trust his attractive corporate counterpart. This covers branding, image, and perception.

Guilt Trip
2012 Barbra Streisand, Seth Rogen, Julene Renee
As inventor Andy Brewster is about to embark on the road trip of a lifetime, a quick stop at his mom’s house turns into an unexpected cross-country voyage with her along for the ride. Fantastic movie on getting your product to market, and funny!

The Greatest Movie Ever Sold
2011 Morgan Spurlock
Very informational, funny, and gives great insight into branding. My favorite!

The Joneses
2009 Demi Moore and David Duchovny
Great example of how we influence each other and how marketers can and do manipulate consumer behavior.

Idiocracy
2006 Luke Wilson, Maya Rudolph and Dax Shepard
Not a movie that requires your undivided attention, but I enjoy seeing brand sponsorships for everything and placed everywhere!

Minority Report
2002 Tom Cruise, Colin Farrell and Samantha Morton
I enjoyed seeing a glimpse into the future in this movie. Keep in mind this was 10 years ago. Pay attention to the personalized marketing messages on billboards.

Boiler Room
2000 Giovanni Ribisi, Vin Diesel, Ben Affleck and Nia Long
Token FBI/ethics/fraud movie.

The Husdsucker Proxy
1994 Tim Robbins, Paul Newman and Jennifer Jason Leigh
A rather comical look (a Coen brothers movie) at running a manufacturing plant. Free on Amazon Prime.

Glengarry Glen Ross
1992 Al Pacino, Jack Lemmon and Alec Baldwin
A movie about desperate real estate agents. Free on Amazon Prime. Available on Netflix streaming.

Tucker: A Man and his Dream
1988 Jeff Bridges, Joan Allen, Martin Landau and Christian Slater
Great movie on a man, his product, and going to market. Free on Amazon Prime.

What other movies should be added to this list!? I am always looking for more movies to watch and share with students related to all facets of Marketing (and business)… Please share!

photo credit: Pink Sherbet Photography via photopin cc


How To Use LinkedIn To Stand Out Among the Crowd: Professional Social Network Hacks That Work

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According to a recent Mashable article, 37 percent of surveyed job recruiters identify social (professional) networks as one of the most important sources for hiring. Additionally, 90 of the Fortune 100 companies use LinkedIn’s corporate talent solutions to find future hires. Whether you are about to graduate, just started classes, or are somewhere in between: you must seriously consider utilizing LinkedIn as a career tool!

I often have undergrads asking what the difference is between LinkedIn and Facebook, as they see it as ‘just another social network.’ That notion could not be further from the truth. Facebook is more about establishing personal relationships, while LinkedIn is more about conducting business.

Profile Basics

As you enter your profile details, do not think of your LinkedIn profile as an online resume, it goes beyond that. LinkedIn allows you to create a profile that can showcase projects you have worked on that relate to your career and goals. It also allows you to use keywords that align with what you currently do, what you have done in the past, and what you ultimately want to do in the future. Thus making you “findable.”

You can visually illustrate your skills with rich media, such as pictures, video, projects, or even a presentation you’re especially proud of. Include these if they are professional and relate to your overall goals and career aspirations. Help recruiters visualize what type of talent you bring to the table.

As you set up your profile, know you can come back and add to it and tweak it as well. Remember:

1. Post a photo! Use a professional headshot if possible.
2. Professional presentation is important on LinkedIn, but do not omit all of your personality. LinkedIn is a social network- creating personal connections is important. Also important is engagement and relevancy.
3. Consider your goals. Think long and hard on this as these goals will shape how you create and maintain your profile. LinkedIn offers some suggestions here. Are you looking for a job, are you creating a personal brand, are you making connections now for when you graduate and/or change careers?

By now I hope you see the importance of a LinkedIn profile. Take a moment to click on the hyperlinks within this post and bookmark them for later reading. A great article to start with from U.S. News that outlines some great tips can be found here.

Groups and Connecting with Thought Leaders

Not only does LinkedIn allow you to post your own profile, you can view others and connect. Unlike Facebook, connecting with folks you do not actually know is not seen as ‘creepy.’ It is a great personal branding tool for students to post relevant information, a photo, and interests, as well as connect with those in their industry. In addition, LinkedIn offers many groups that are industry specific that can be used as a sounding board, for advice and even support. For example, you may be interested in the SNHU Alumni Group or the Graphic Design Group. Search LinkedIn for your particular industry.

LinkedIn groups are a great way to engage directly with others in your industry and establish yourself as an active contributor rather than a passive spectator. Mashable suggests one of the best ways to get noticed is to participate in conversations and ask smart questions. Be professional and do a bit of research (or at the very least a Google search) before you ask a question.

Connect with your friends, current and past co-workers, professors and industry leaders; always remember you are judged by the company you keep!

Recommendations and Endorsements

A recommendation from someone in your desired field speaks volumes to your ability to stand out from the crowd. Seek recommendations from those who have a good sense of your work ethic and accomplishments. Those you ask for a recommendation will have to write a bit, so keep that in mind. Alternatively, an ‘endorsement’ is achievable with a simple click. Note it is common practice to reciprocate an ‘endorsement.’

Research

Always check out the pages of your targeted employers, or those you will interview with. By visiting company pages, you can conduct valuable research on the business, its policies and more. This kind of company research on LinkedIn can help keep you ahead of your competition. You may also discover an internship in your research. Several companies list these wonderful opportunities on LinkedIn.

Get Started: Focus on the value you bring to a potential employer.

The Huffington Post suggests that having a LinkedIn profile in an age of technology is absolutely crucial for college students. Utilize these (free) tools LinkedIn provides to brand yourself as the employee the company you want to work for will WANT. It does not happen overnight, but the connections you make will prove to be a great source of support, information and encouragement.

There are multiple tutorials on how to use LinkedIn efficiently for various purposes. Click and save to your bookmarks:

LinkedIn for Students

LinkedIn Guide and Checklist

Again, Be sure to click the hyperlinks within this post! The curated links will assist you in crafting the most effective profile for LinkedIn. Please do not hesitate to connect with me at any of my social touch points!photo credit: Graela via photopin cc


Social Media landscape and its application to the Marketing industry

As I write this blog post, I am wrapping up another term of teaching Social Media MBA courses. I am reminded why I love teaching social media while viewing students final papers, wiki projects, and blog projects. These students have passion, they enjoy learning about these effective new ‘tools’ we have for the marketing industry, and they cannot wait to start the next social media course! This first course of three (Social Media Marketing), is a real eye-opener for some who know little or nothing about social media and what it has done, and can do, for marketers. Others know quite a bit about the various platforms but have not yet worked hands on with the tools with marketing and/or personal branding in mind. This first course always yields rave reviews at the end of the term, citing how it is helping the student personally and professionally. These are the emails every instructor loves to read!

Examining the Social Media landscape and its application to the Marketing industry (within the context of this course) reveals it can help drive efficiencies while also presenting various opportunities to engage with consumers. Consider how many times a day you actually use some form of social media? I guarantee you use more than you think. Social media is not confined to Facebook and Twitter. Social media applies to technical help boards, review sites, online support groups, personal and corporate blogs, Apps — basically anywhere communication becomes interactive can be considered a form of social media. Perhaps you check your Facebook in the morning to catch up with friends and notice your neighbor has sent you a message that she wants to start jogging in the morning with you. You then decide to purchase new running shoes on Amazon.com for your morning runs. You browse the reviews on Amazon to help solidify your decision to purchase. Then you “like” the running shoe brand on Facebook to see if they have any promotions or fitness information for you. You immediately get a response from the brand with a coupon for a running App for your iPhone. Social media has made communication direct and in real time. This is HUGE! Organizations have the opportunity to learn first hand about their customers and build relationships through relevant communication..

Read the entire article at WindMillNetworking.

Image: smarnad / FreeDigitalPhotos.net


Um Hello?! Are your listening ears on: CRM and Social Media

Customers have so many more choices than ever before. This gives them the power to demand more from businesses. This same new technology that is enabling the consumer, is also giving businesses the capability of initiating multi-channel strategies for communicating with customers. These emerging, real-time platforms such as the Internet, Apps, and other social media channels place new strains on a network’s existing infrastructure. However, they also generate large amounts of data that contain valuable insight into customer behavior and preferences. Specifically, the use of mobile devices and social media is gathering enormous amounts of personal data that can be a real asset to businesses. Unfortunately, there are businesses not making the most of the data available and there are others not even utilizing the platforms to access this data.

CRM professionals must develop an infrastructure that allows for the sharing of information and effective communication. Social CRM is a tool businesses need to utilize. They need to embrace it! With the use of a variety of social media platforms (such as blogs, FaceBook, Twitter, YouTube etc.) businesses have a direct line to the end consumer for communicating about their products or services. Consumers are online talking about the brands, and the brands need to listen. If businesses can identify unmet expectations and where the strongest expectations exist, they will be more likely to realize an increase in market share and profitability.

In order to do this, they must know more about their customers. Brands must talk, listen, and interact with customers more often and with more relevancy in new and innovative ways. The use of social media platforms is one way to drive engagement and participation to create and nurture relationships with customers and potential customers. This is an exciting time for marketers with the technology available to manage customer information, data, trends, and relationships as well as the new social environment that creates a one-on-one marketing opportunity.

In what ways are you listening to your customer?
Have you responded or interacted?
If yes, how? If no, shame on you! Subscribe to this blog ASAP!

photo credit: niclindh via photopin cc
photo credit: stefanomaggi via photopin cc


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