On this episode, I am just sharing some great tips from the Indie CPG newsletter, that I highly encourage people to sign up for. Big shout out to Steven Vigilante.
This experience opened my eyes to new opportunities for brands and restaurants to be friends. Here are a few partnership ideas.
Cafe / Marketplaces
In some states, a restaurant is still allowed to welcome customers inside their cafe if they post a "Mini Market" sign outside. These cafes are acting as local culinary bodegas, often featuring staple goods like condiments, snacks, imported pasta and wine, and packaged food made by the restaurants. Chefs usually source their inventory through UNFI, Hubba, Faire, and local distributors, but you can also pitch them directly. And some restaurants are even creating their own branded small-batch products like granola, sauces, cocktails-to-go, and bulk pantry staples.
Pop-up Sampling / Free Gift With Purchase
Offer free, unopened product samples to cafe customers. Design a one-pager featuring your product differentiators and social media handles. The baristas will only give your product to people who request it.
Online Ordering Menu
Restaurants are now online retailers with the goal of acquiring and retaining customers through a larger menu to choose from. Offering add-on food and beverages also help the customer meet delivery minimums.
Insert Samples, Coupons & Postcards in Takeaway Bags
Are you sitting on coupons or mini samples you didn't use at trade shows? Offer to send them to restaurants as a little gift to give their customers. If they get good feedback about your product, they'll consider stocking it!
Collaborate on a Meal Package
Feature your product at a set price with another menu item. This works well for beverages and snacks like chips paired with a sandwich, salad, or soup.
Get on the Food & Drink Menu
Pitch your canned cocktail or gluten-free pasta to restaurants that can charge their customers a premium. If your product can be a food service ingredient, consider offering restaurants a discount for mentioning your brand name in the dish description. Keep in mind that restaurants are on a tight budget right now, so be open to offering them samples or discounts.
Most restaurants have newsletters to keep their customers updated about new menus. This is a *huge untapped channel* for brands and restaurants that are targeting the same consumer. To start, focus your efforts on giveaways with restaurants in cities where you have retail partners.
Our friends at Haus, makers of low-abv aperitifs, partnered with restaurants in San Francisco and Seattle on limited-edition flavors now sold exclusively by each restaurant. Haus donated 100% of profits to partners.
How to Find Restaurants That Share Your Values
Check out OpenTable, Happy Cow, Yelp, and these directories of Black-owned restaurants in Los Angeles, San Francisco, and New York.
Now that August is here a clearer picture of July’s #StopHateForProfit movement, in which 1,000+ brands including Unilever, The North Face, Heineken, and Chipotle staged a public advertising boycott of Facebook, is coming into focus.
It's just a flesh wound
On its earnings call Thursday, Facebook said ad revenue grew 10% annually in the first three weeks of July. Zuck said, “some seem to wrongly assume that our business is dependent on a few large advertisers.”
Some numbers: Throughout most of July in 2019, the top 100 advertisers on FB spent $251.4 million. In 2020, that number was 12% lower, according to data from Pathmatics.
Some perspective: Facebook raked in $18.7 billion—with a “B”—in revenue in Q2. The top 100 spenders contributed 16% of those sales.
Bottom line: The leaders of the boycott said it won’t formally continue past July because of the strain it puts on businesses that rely on the platform for marketing. But the movement as a whole “will get bigger and broader” until they feel Facebook takes meaningful action “to mitigate the damage it causes.
On this episode, I talk about Snapchat Brand Profiles that are now being rolled out. I like this move by Snap and think this is something to pay attention to in the coming months.
From this source:
Brand Profiles offer a permanent home for brands on Snapchat, built around their unique investments in the app – starting with AR Lenses, native commerce stores, and content highlights. Brand Profiles bring these various brand experiences for Snapchatters together into a single home on our service.
Four main components of a Brand Profile:
AR Lenses: Brands can save and showcase Lenses on their profile, allowing any Snapchatter to discover and/or revisit a brand’s unique AR experiences. These Lenses will be discoverable through both Snapchat Search and Lens Explorer.
Native Store: Profiles may include a Native Store experience that enables Snapchatters to seamlessly browse and purchase items directly within the Snapchat app powered by Shopify. (Checkout the Spectacles Brand Profile to see the native store experience.)
Highlights: With Highlights, brands can showcase collections of their best Public Snaps, Stories, photos, and videos right on their profile — permanently! This is the best way for Snapchatters who aren’t familiar with a brand to get to know who they are.
Story posts: With their Public Story, brands can share what’s happening in their world with Snapchatters everywhere -- from behind the scenes to daily activities -- your Story is your daily point of view.
On this episode, I talk about how Influencers need to be a part of your "new information" marketing plan. Whether it is a new SKU, retailer, brand update, etc. you should be leveraging these trojan horses for guaranteed delivery to a specific audience.
On this episode, I talk about the importance of engagement on social media. I am not talking about how many likes you got, but more importantly a brand's focus on community management. Closing out conversations, getting into a dialogue, and facilitating answers to prospects and customers. This is an area where even some of the best brands miss and I think it is a big mistake.
On this episode, I talk about Facebook Adding Custom Audience Creation Options Based on Shopping Activity. You can read more about it here:
On this episode, I talk about how Instagram Outlined Steps to Address Potential Areas of Racial Inequality on its Platform.
Mosseri outlined four steps that Instagram will be taking to improve racial representation and equality on its platform.
Harassment - Mosseri says that Instagram will be looking to address any potential gaps in its policies which may be seeing different groups experience more harassment and abuse
Account verification - Mosseri says that Instagram will also re-assess its verification process to ensure that there's no endemic bias in how verification is allocated and approved. "Verification is an area we constantly get questions on - what the guidelines are, and whether or not the criteria is favoring some groups more than others."
Distribution - Mosseri also says that Instagram will review its content policies to ensure that there's no inherent bias in how content is chosen for its Explore and Hashtag pages. Mosseri also says it will investigate "shadowbanning", which sees content get less exposure without explanation as to how or why. "Soon we'll be releasing more information about the types of content we avoid recommending on Explore and other places".
Algorithmic bias - And lastly, Mosseri says that they will examine their algorithms to avoid repeating patterns, like racial bias, which are instituted based on biased inputs. "While we do a lot of work to help prevent subconscious bias in our products, we need to take a harder look at the underlying systems we've built, and where we need to do more to keep bias out of these decisions".
On this episode, I talk about rethinking ROI of Influencer Marketing. I reference this article by my friends at Tinuiti and specifically:
"Many marketers fail to see this multi-dimensional value, instead solely focusing on the immediate sales after a campaign has concluded. This is wrong for several reasons:
Sales aren’t the only indicator of success
Consumers that see your product may not purchase within your campaign time-frame
Brand awareness and brand sentiment build over time — not overnight"
On this episode, I talk about getting back to business, but with a commitment to change and diversity. You need to back up what you say and really lean into making the change you claim you want to see in this world. It is very important for both your business AND more importantly for the society we live in.
On this episode, I talk about #blackoutTuesday and my POV.
I recommend participation in #blackoutTuesday and/or muting through June 7th in a show of solidarity, but more importantly to quiet the noise and do some listening and soul searching. I would encourage brands to consider getting involved with donating to a cause with actual dollars and putting funds in the hands of organizations that are better equipped and looking to mobilize and make productive change. I chose to donate to the NAACP Legal Defense Fund because although Geroge Floyd is the light that ignited this tinder box, this group has been fighting similar injustices for decades. It doesn't have to be a large number, but at least it shows they are willing to put their money where their mouth is. In this instance, money and action speak much louder than words.
Not every brand can afford to shut things down, nor can they donate a ton. That being said, acknowledgment of the issue and even a nominal donation toward an organization that is intent on driving productive change is a smart and moral move.
On this episode, I talk about how Instagram to start sharing revenue with creators on IGTV. I am a buyer and think brands should be exploring.
I reference some points made in this article on theverge.com
On this episode, I talk about Facebook Shops. Im a fan!
Here is an article on the subject that is worth referencing:
Om this episode, I talk about TikTok as it stands right now.
1- Platform is here and you need to get involved.
2- Set up an account, get in there, and learn natively.
3- Try some posting and get comfortable, but don't sweat the performance just yet.
4- Gifting influencers is a smart play.
5- Ads are a little too early, especially for small budgets. I would HOLD for now.
On this episode, I talk about the importance of getting your email game right. You need to lean into email, capture names, segment lists, and then deploy:
Content laden emails
Behavior-based sequencing emails.
On this episode, I talk about how UGC is such an important part of your content strategy going forward. I reference this article and I think all brands need to be thinking this thru and contemplating how to increased their UGC output.
The going is good right now on all social platforms, especially Instagram. You should be posting content, experimenting with LIVE, IGTV, etc. AND of course, leveraging this very favorable paid social environment.
On this episode, I talk about going into your historic data. Recap:
I spoke to a client last week who was frozen in indecision. They are in retail and sell directly through their website and we felt they needed to support retail velocity with their $2500 in spend more than trying to really drive e-commerce sales, with such a low budget. They said well what do we do when the web sales fall flat, and I said dont let it.
I went back to my old phone selling days on them. They have 1000 lifetime customers on their website over 2+ years. I said lets pick your top 100 (10%) and email them directly with a personal email directly from the owner. You can make it standardized and just go in and swap out a couple of items to make it feel more personalized. You can call out their name, thank them for their specific order from Shopify records and say you appreciate their business and during these tough times you are reaching out to your most loyal customers to ask them to consider making another order right now. I firmly believe there is a social pressure to help now in any way you can and that if you ask these customers, those who can, will.
She said I dont think most will and it seems like a lot of work. I asked do you think you could send out 50 per hour and she said yes. So, I said lets assume only 10% do and your average order value is $75 so that would be $750 and divide that by 2 hours it is $375 per hour. Where else are you making that right now from the comfort of your living room?
Even better I said, now take the other 900 and create a mass email (or a series of sequences) basically asking for the same thing and she said that would be less of a return. Once again I said lets assume 1% responds, so that is 9X$75= $675 for another hour of work.
So all in, today you can put in 3 hours of work, touch base with your actual customers, clean up your email, and earn $1425. Would that be worth the effort?
You gotta put in the work AND everyone is the bests salesman to themselves. One can choose to sell them into it being daunting and cannot work OR they can break them down into small tasks with nominal returns (10%, 1%) and then see it will likely work if you look at it that way. I have always been the latter. How about you?
Right now I am a big fan of leveraging paid social (CPMS are very low and consumption is way up)
Harvesting community (Facebook groups, go LIVE on any platform, get personal with email sequences and reach out to customers directly)
On this episode, I talk about how I think that during COVID-19 if you can't play offense and you don't want to just sit on defense, trying deploying special teams. What I mean is getting scrappy, putting in the work, DM'ing, writing posts, commenting on other people's content, creating Facebook groups and texting channels to name a few. Now is not the time to sit and wait. Play the field position game, make moves and stay hungry!
On this episode, I talk about my POV on E-commerce VS. Retail VS. Amazon in April 2020. I am a fan of all three, but it depends on how much funds you are allocating in support of them.
1-If you can allocate at least $5000 per month AND the time and effort to implement email sequences, conversion optimization and other modifications based on the date, then you should go all in.
2- If you cannot, meaning your budget is below that AND retail is your main channel, then I prefer to really support key stores and doors.
3- Having success on Amazon? Continue to push! Brand new to Amazon right now? Very hard to get any traction from the jump.
On this episode, I talk about how brands should be supporting Retailer efforts even more than E-commerce and Amazon right now. E-commerce is a real beast and requires significant investment and Amazon is dealing with surge and logistical issues. Facebook and Instagram ads are cheap, influencers have an appetite to be creative and competitive on pricing and the only place people can really go outside of their homes, is to a grocery store of some type. Make sure you are top of mind when they do so!
On this episode, I talk about why I think giveaways are even more important right now, while we are all quarantined. It’s very hard to get discovery and exploration at retail right now so it makes a world of sense to partner up with another brand that might already have awareness on a user’s radar and put yourself front and center to give yourself a chance of getting on their grocery list.
On this episode, I talk about leveraging TikTok use right now, learning the platform and gifting creators with product and/or engaging them for paid influencer partnerships. So many eyeballs on that platform now and it is a great way to get cheap exposure.
On this episode, I talk about leveraging Fitness Studio Trainers, RDs or really anyone with influence during this quarantine. I shout out Julia Stern as a perfect example of an awesome human who is stuck at home, just like you and me and can provide some awesome visibility for your brand if you approach it the right way.
On this episode, I talk about an article in Adweek that highlights a report you can download about What Gen Z wants from media.
The insights include:
Gen Zers are actually strong news consumers. Nearly three quarters (73%) of Gen Z spends an hour every day reading the news compared to 67% of millennials who do the same.
Gen Z will add another dimension to the audio revolution. A quarter of respondents said they would pay $10 a year for personalized podcasts.
Nearly half of Gen Z (46%) spends an hour every day watching publisher videos online and 40% want to see recommended videos.
On this episode, I offer up my POBV on Fleets and LinkedIn Stories.
On this episode, I talk about how I am bullish on collaborations and giveaways as a smart play for awareness and consideration. It is an inexpensive way to get brand impressions among your target audience. I am all in!
On this episode, I walk through this article put out by my friends over at Tinuiti. Check it out.
1. Design Your Ads With a Platform Focus
2. Fail Fast & Learn Fast With Split Testing
3. Make Your Offers Pop With GIFs and Video Assets in Ad Designs
4. Capture Attention Fast-paced Messaging and Concise Text
5. Showcase Customer Reviews in Ad Designs For Social Proof
6. Encourage Product Exploration With Shoppable Collection Units
7. Showcase Your Products in Promoted Pins to Drive Traffic & Sales
On this episode, I reiterate my POV on content on social. Should be a quality over quantity approach, a created and curated mix and remember that organic is dead and you need to invest dollars in paid social.
On this episode, I talk about supporting Retail velocity with influencers. If you have a brand with retail as a primary channel, you need to support velocity in strategic and meaningful ways. An excellent way to do so is through influencers and visits to key locations The benefits are:
1- You send actual, influential foot traffic into your partner's stores which the buyers will love.
2- You paint the actual picture for potential consumers of the exact experience and how to locate and find your products.
3- You get tastemakers to grab your product and take it home, which creates a behavior pattern for them and their audience.
4- You get great content to use in your social efforts
5- You are establishing an army of WOM marketers
On this episode, I talk about an article from socialmediatoday.com that makes some predictions for 2020 that we are very aligned with.
1. IGTV will be the next TV.
2. Subscribe, rate, and download (more) podcasts.
3. TikTok will be the next big social media platform.
4. Sea changes for influencer partnerships.
1- More, real assets made by fans and/or micro-influencers.
2- Less is more and aim for 2 PFC/DTP (1 of each or 2 of either) posts per week
3- Awareness is the play and not sales or even engagement metrics.
4- Show off the label more.
5- Highlight retailers more.
1- Tag retailers in most, if not all PFC Instagram posts.
2- Send fans and influencers into stores to post and then engage heavily.
3- Curate feeds of retailers and be active in their comments.
4- Remain highly active (and for a longer period of time) in comments on influencer and brand collaboration posts.
5- Use more surprise + delights (coupons, discount on the website) to bring someone down the funnel more
1- Organic influencers/advocates make a world of sense and they can be harvested nicely through direct DM outreach and Facebook Group development.
2-Going small with micro-influencers toes the line between organic and paid and finding those right partners who are authentic and jazzed up about working with the brand and who can create compelling enough content to share at least in Stories is a very smart play.
3- Some partners are good for influence and others are good for content and it is ok and smart to maybe engage some for both or either.
4- Bigger influencers are often overpriced and provide decreased value so we tend to stay away from them.
5- Developing long term/long tail relationships can pay dividends for a brand. Getting real, truly passionate partners for your brand that can help you create content, develop products and offer real feedback and usage cases (I.e. recipes) pack a greater punch than just one and done photo poser/posters.
1- Instagram Story Ads for awareness, with low CPMs and creative derivatives, are a must.
2- Boosting strategic, PFC and DTP content is mandatory.
3- Retailer support to help cultivate velocity is something all brands need to be doing if retail is a primary channel.
4- CBO on key content (especially video) makes a lot of sense and should be experimented with.
5- Clicks/conversion campaigns are only worthwhile if adequately funded. We suggest at least $5000 p/m
On this episode, I talk about an influencer strategy update as we approach 2020. I reference this article and some stats from it:
- Only 4% of people now trust what influencers say online
- 79% of people say that user-generated content (UGC) highly impacts their purchasing decisions, while only 8% say influencer-created content would do the same.
- People are 9.8x more likely to make a purchase after seeing a peer’s social post, as opposed to that of a traditional social media influencer
On this episode, I talk about paid social. Specifically, where to focus and why I am not a big fan of supporting acquisition marketing with small budgets. Many brands are underfunding this effort and it might not be worth it, to be honest. LMK your thoughts.
On this episode, I talk about Twitter and Facebook's current position on political ads. Some references:
On this episode, I talk about Facebook's new Stories templates for businesses. I reference this article that breaks it down.
Very easy to do it and below is a step by step to help guide you.
Create your image ad at the Ads level
Choose 'Select a placement to customize' then select Instagram Stories, Facebook Stories or Messenger Stories
A pop up will open (you can also reach the pop up by choosing the Edit button above Ad Preview)
Choose 'Change Template' to choose a template. Preview your ad on the right.
Facebook Group Best Practices
Give your group a catchy and effective name
Choosing the right name is one of the most important steps when creating your Facebook Group. Make sure your group name reflects the people who will be engaging with it every day.
Define the What and the Who of your group.
What is it?: A community? A hangout? A support group?
Who is it for?: Fitness experts? Personal trainers? Dietitians?
Make sure to include keywords geared towards your niche audience, because Facebook acts almost like a search engine with this. For Rethink, we decided to name their group Project MOM-entum that would be a place for moms to come and share content and stories about their favorite topic, their kids!
Understand your target audience
What are they passionate about? What do they have in common? What are their goals, dreams, and aspirations? What would make them feel like they’re part of a community? Knowing all of this early on will help guide you when posting and engaging with your group members. Make them feel like the group is about THEM.
Engage as frequently as possible
It’s not enough to just know who your audience is, but you also need to give them attention and show that you care. Answer customer questions, generate feedback and improve the customer experience every day.
Post your best content
Yes, a Facebook Group is a community, but it can also be a visual platform. Not only should you post your own "best-of" content to start a discussion, but you can also collect user-generated content from your group members and share, share, share.
Push the community agenda
Make sure that your customers, influencers, brand ambassadors and even new prospects know about the group. Don't be shy about spreading the word and then make sure to add value to your members so they feel compelled to do the same. You want people to want to be insiders and then partake as much as possible.
The goal is here is more about depth than width. Meaning you want to harvest real loyalists, more than just focusing on boosting vanity metrics. It isn't about maximum members, but more about highly engaged members.
On this episode, I rant about social media and where it stands in q4 2019 and beyond.
1- Organic is dead.
2- Paid social is a must.
3- Always be experimenting and have experts in your corner.
4- Dont be half committed, be all in.
5 Need a LinkedIn and TikTok Strategy
On this episode, I talk about my love for Daily Carnage and some conversations in their Facebook Group around Instagram shutting down some accounts (even if only temporarily) because of third party platforms. Be mindful when using a platform like Later for your scheduling and activity on IG.
On this episode, I talk about some new features coming from Facebook/Instagram that are compelling. I reference this article in TechCrunch
Improvements were made on:
Video and Analytics in the Creator studio
Scheduling IG Feed and IGTV content for up to 6 months, natively on the platform.
On this episode, I talk about a report put out by Quintly and posted and broken down on Socialmediatoday.com that breaks down How Emojis, Videos and Caption Lengths Impact Instagram Post Performance.
I also quickly reference this piece from Social Insider that touches on Hashtag tactics that improve performance.
On this episode, I talk about supporting your Retailers with blocking and tackling social media work. Content posting and Ads are obvious ones but less obvious, is comments, DMs and engagement with posts or tagged photos. As well as sending influencers physically into a store to support the relationship. Lean in!
On this episode, I talk about: A New Study Examines How Brand Engagement on Social Influences Purchase Behavior.
1. Use Social Media to Connect with Consumers and Other Businesses
2. Interact With People on Social Media to Establish Rapport
3. Know That Men and Women May Be Drawn to Different Platforms, but Don’t Base Your Whole Strategy on Generalization
4. Know What Ages Your Social Media Advertisements Will Influence the Most
5. Choose Your Social Media Platforms Carefully
6. Embrace Social Media as a Tool for Two-Way Communication
7. People Want to Buy from Brands that they Follow on Social Media
On this episode, I talk about Twitter and some new and noteworthy updates that are on the horizon. I reference this article and specifically:
1. Topic Lists
2. Subscribing to Conversations
3. Re-Order Attached Images
4. Support for Live Photos
5. DM Search
On this episode, I talk about the TikTok and GIPHY integrating so you can use GIFs on the platform. I also encourage brands to consider creating their own account and custom GIFs so they can create, deploy and track analytics. Let us know if we can create some for you!
On this episode, I rant a little about brands not doing apples to apples comparisons when assessing their own social media success against other brands in the space. The biggest mistake is centered around paid social. Some brands invest heavily and reap the benefits while others do not invest and then wonder why their accounts seem dormant. If you want to improve your social media results, then you need to invest more time and money into Facebook and Instagram Ads.
On this episode, I talk about influencer pricing and the market in general. This piece on socialmediatoday.com lists out the prices some macro influencers and celebrities are earning and it is worth checking out. Very impressive numbers for sure! Kinda nutty!
On this episode, I break down this piece put out by Open Sponsorship. It breaks down 3 kets to crushing Influencer Marketing and I couldn't agree with them more. They are:
2. Introduce The Boost
3. Represent With Content
On this episode, I talk about doing some competitor analysis to help you make some decisions for your social media strategy. If you are on the fence about certain topics or tactics, look at what some industry leaders are doing and then follow suit. I reference some ideas mentioned in this Social Media Today article. Here are some top suggestions:
1. Sign up to receive email updates
2. Analyze video content
3. Track social media presence
4. Review top-performing content
7. Monitor changes to a competitor’s site
On this episode, I talk about the importance of standing out from the clutter on IG. To that end, I like this piece on the Later Blog because it breaks down Overlay stickers and treatments that a layman can add to images to make them pop and be more memorable.
On this episode, I talk about how engagement rates on Instagram are way down. I have been saying it for a long time, but now Andrew Hutchinson published a piece on Socialmediatoday.com that supports it. Hopefully now, more brands will listen.
On this episode, I talk Instagram Stories and hacks for increasing consumption.
1- Ask simple either/or questions
2- Add a Tap for More Prompt
3- Increase Time Spent on a Story With Hold to Read
4- Build Text via Consecutive Posts
5- Tap for more -- leading users to your Instagram feed or giveaway.
On this episode, I talk about the importance of putting your packaging (SKUs, logo, etc.) front and center more in your content. If you want to facilitate consideration and trial at retail, you need to make it easier for the consumer to remember and find you!
On this episode I break down an article from Socialmediatoday.com that talks about some compelling stats on social you shouldnt ignore:
1- "47% of social media marketers say that developing strategies which support business goals is their top challenge"
2- "71% of social media marketers say that they are able to provide consumer insights from social media channels to other departments"
3- "77% of consumers say they are more likely to buy from a brand they follow on social media over one they do not"
4- "67% of consumers say that they are more likely to increase their spending with a brand they follow on social media"
5- "50% of consumers follow brands on social to learn about new products or services"
6- "45% of consumers are more likely to research a product or service when a brand’s employees post about that product or service"
7- "63% of social media marketers believe listening will become more important over the upcoming year"
8- The most Important one in my eyes: "40% of social media marketers believe private community groups, like Facebook and LinkedIn Groups, will become more important"
On this episode, I talk about Pinterest and how it might be worth exploring for some of your social media marketing efforts. We have focused a little bit less on this social network in the past year or so but now that the company has gone public and the social network is showing some promise, especially with influencers - I think it is worth investigating for brands looking for exposure.
On this episode, I talk about Instagram rolling out branded content ads. Now you can use the great content made by influencers in your own advertising as long as they go into the advanced settings on their account and allow your brand to run their content as ads. Take advantage!
On this episode, I talk about how engagement is the most important element when it comes to your social media strategy. Many brands, social media managers and influencers just don’t get it. Stand out from the pack and lean in heavily on engaging with users.
On this episode, I talk about the importance of not sending potential customer words backwards in the sales journey. You need to do an audit and make sure that your website, your Amazon listings, your store locator and all of your social platforms are up-to-date and working as they should. Don’t allow a user to land on any of these and think that you’re closed for business or just sloppy, which will allow for attrition.
On this episode I talk about the Facebook ad library and your ability to go in there and poke around to see what your competition is doing with ads. You can also look at industry leaders and forward thinking brands to get some ideas and inspiration that you could apply on your own account. Definitely a very useful tool for advertisers.
On this episode, I talk about some compelling stats around influencer marketing. The bottom line is if you are a brand of selling products or services you need to be investing time and funds into influencer marketing. And once you’re in the game we would recommend working with more micro influencers that you can develop deeper more tactical relationships with.
On this episode, I talk about having a smart plan of attack for your influencer relationships. First off, you have to be in the game. Then, once in the game, you need to reverse engineer what you want to have happen and then be very smart and tactical about how you go about getting there. My opinion is that whether you use an agency like Sircle Media or an internal person it should be high touch, granular and personal. Don’t overpay a PR firm or Influencer Agency to do the work you should be doing.
On this episode I talk about a hack to get your Amazon and/or retail customers through your domain so then you can start to create a direct marketing relationship with them. It’s a simple step, that can have profound results.
Only selling on Amazon? Overthinking content based on what you want and not what the consumer wants? Not using paid social AND influencers? Not getting out there and listening to clients? You are doing it wrong.
On this episode, I talk once again about where you should and should not be investing your time with your social media efforts. You should be investing in paid social as well as influencer collaborations AND you should not be overthinking your content so much. You should invest in really good content, but you should have a balance of created and curated content so you don’t have all the pressure of being the original song writer for everything. Also, remember that the audience dictates the quality of the content more than you. Create and distribute rather than spending too much time being too critical at the creation phase.
On this episode I give a hot take on Facebook as a platform and some of the updates that were announced at their F8 conference this week. I strongly encourage brands as well as users to not sleep on Facebook and Mark Zuckerberg.
On this episode I talk about my current POV on influencers. The bottom line is influencers need to be part of your marketing mix, their primary use should be targeted reach and awareness at scale and you should engage them and then let them do what they do best. Don’t try to over control the narrative and compromise your results.
On this episode, I talk about my point of view on the changing landscape of Instagram. I reference an article put out on the Atlantic that talks about the Instagram aesthetic being over and how some influencers and even brands are shifting or need to shift with it. I also just talk about the concept of not being romantic about what got you here, investing heavily in what is relevant and of interest now and always keeping an eye on what’s in the future so you can be early rather than late.
On this episode I talk about Instagram potentially decreasing the prominence or value of the likes on their platform and why that is a good thing. I revisit the topic of followers not mattering as well as likes and engagement, at least not anywhere close to as what most people think. Instagram, Facebook and influencers All provide fantastic vehicles for exposure to niche audience is. Stop sweating vanity metrics and start thinking about how best to allocate your dollars for delivery of your messages to the right eyeballs.
On this episode, I talk about how context is King with social media even more than just content. Don’t write off any social network until you have a holistic understanding of how each works in the now. They all have value if you think about context first.
On this episode, I talk about Instagram adding poll stickers to their story ads. For the brands that were involved in the beta they saw a nice increase in three second video views showing that these are effective in getting users to stay for a bit and consume. With 500 million active daily users, under priced advertising and real consumption this is very compelling from a marketing point of view.
On this episode, I talk about Sircle Media’s overriding themes for Q2 2019 when it comes to your approach to social media. 1-Include your social media manager in more conversations. 2- Seek out more integrated influencer relationships over one time transactions, 3- Deploy most of your time on what’s hot and some of your time tasting and experimenting with other platforms. 4- Don’t overthink your social content and be more nimble and put out more and see what happens. 5- Continue to push out content marketing in all forms, especially video content.
On this episode, I talk about the new “about this account” feature on Instagram. It is a great way to get Intel on what your competitors and/or the market is doing when it comes to Instagram ads and more importantly you can see the type of engagement they are getting which can help inform your decisions and your roll out for your own ads. I also talk about boosting Instagram content and taking advantage of the engagement metrics that will show up right in your feed.
On this episode, I talk about LinkedIn right now and how I think it’s like Facebook three or four years ago. Organic reach is very high, people are engaged and it is a great place to share your journey and to let people behind the kimono. Use it wisely and take advantage while the going is good.
On this episode, I just give me a quick take on Checkout from Instagram. I love that they are removing some of the friction and allowing you to transact right on the platform I believe this is going to be a big deal and lead to a lot of revenue and a lot of upside for both brands of consumers.
On this episode, I talk about supporting retail relationships with paid media. If you want to help massage velocity, then you need to be spending money on Facebook and Instagram advertising as well as smart, integrated influencer collaborations.
On this episode, I talk about some updates coming out from Instagram. Specifically their branded content ads, a potential rollout of Creator profiles and their ongoing commitment to purging fake accounts and shady activity.
On this episode, I give a quick POV on why brands shouldn’t overthink their social media content. Let the audience and the data tell you what performs, be fast and be willing to be in nimble. This is especially true with Instagram Story content. They should be in the moment experimental and fun. Not over thought, super stylized or too structured!
On this episode, I talk about whether or not content marketing is actual advertising. I reference a piece from socialmediatoday.com but more specifically just go into my thoughts on content marketing and context marketing in general.
On this episode, I talk about some early Intel on some improvements to IGTV as well as potentially rolling public collections the Instagram platform. Keep a close eye on both as Instagram leans more toward IGTV visibility and E-commerce!
On this episode, I break down an article from socialmediatoday.com that talks about some of the do’s and don’ts of social media in 2019. I give my perspective based on our agency’s view and approach and I hope you find it helpful.
On this episode, I talk about the Instagram fake account purged that happened on February 12. Instagram wants to continue to clean up his platform and from time to time it will clean out these fake and fraudulent users. Brands should not sweat it as these numbers do not matter.
On this episode, I talk about how Instagram rolled out IGTV promotions in the main feed. Now you can publish your IGTV videos directly to your Instagram feed and tease users to come back and watch the full video on IGTV. Brands should be experimenting with this for sure.
On this episode, I talk about including your social media manager in more conversations about all aspects of your business. Too many brands put their social media manager in a silo and don’t allow them to really dig deep into other components of their day-to-day activities. By including your social media manager more they can be a more affective head of comms for your business.
On this episode, I talk about an article in on socialmediatoday.com that breaks down bad social media marketing habits and how to break them. I talk about not following vanity metrics, a lack of storytelling, weak analytics, siloed social media, and neglecting paid social.
Instagram Stories just rolled out the ability to link to the story and improved upon their promotion tools for Story content. These are compelling updates to help get more out of the content you create specifically for Stories.
On this episode, I talk a little bit about a report put out by Klear and specifically how brands should be focused on Instagram Stories and leveraging nano and micro influencers to help them in this area.
On this episode, I talk about Instagram Story highlights and some tips for how to use them better. I reference an article on socialmediatoday written by Phoebe Bain and give a little bit of my own spin on it too. This is top billing real estate that you should be using for your brand.
On this episode, I talk about how you shouldn’t dismiss a social network and decide it is not a viable platform for your business until you have done some homework. It is not so binary and you have to take into account who your target audience is and what your messages are before you decide which platform to leverage for marketing your business.
On this episode, I talk about Facebook adding CTA stickers to their Stories and why brands should be paying attention. 300 million users are checking out Stories on a daily basis and that represents a lot of eyeballs. Not only is this now a good place to be focusing from a branding point of view but now there are some direct response features that make it even more attractive.
On this episode, I go a little bit deeper on my thoughts about paid social in 2019. First, I think brands should find any funds that they can to invest in Instagram and Facebook advertising. Wherever they net out, they then need to look at their total budget and all of their main KPI‘s and then make sure that they properly invest in the most important ones and don’t dilute their spend and under invest in too many initiatives. Take your budget and if it’s less than it needs to be tighten up where and how you spend it.
On this episode, I talk about thinking science before art, when making content. For CPG and beverage brands, we think the most important messages are PFC- Product Front and Center, DTP-Describe The Product and RCO- Retailer (or any distribution) Call Out. Don’t just make tons of content for the hell of it. Get a little more tactical in 2019!
On this episode, I talk about understanding how to use the right social media platforms in the current environment. I encourage brands not to get too romantic about what got you here and not try to overthink the future. Understand what you want to do now and invest the time and energy in the right places, while also leaving just a little bit of attention on what is coming down the road...
On this episode, I break down some of our Q1 2019 tactical recommendations for social media. The big takeaways are a “less is more” approach to content aiming for about 16 posts per month. Boosting of content and making sure you’re putting more money behind less posts so as to give your best content increased chances for exposure and finally rethinking paid social and breaking it into three categories 1- Content Boosting for key message exposure 2- Short term campaigns to support specific initiatives such as retailer support or e-commerce promotions 3- Acquisition campaigns, but with deeper budgets.
On this episode, I talk about the Twitter platform devaluing followers and decreasing the real estate that your follower count takes up on the platform. Twitter is doing this as part of their cleanup process for their network, but we have been saying for a long time that your Twitter follower account is not the goal. It is about getting involved in the conversation, sharing information and communicating with other users. Don’t sweat follower growth at all!
On this episode, I talk about why social media engagement is not the right KPI for measuring your performance on social media. Pam Moore wrote an article for socialmediatoday.com backing up the idea that a lot of your core target demographic is on social and is probably consuming content they just aren’t going so far as engaging with that content via likes shares clicks etc. It is not about those engagement metrics (or at least not only for sure) it is about delivering branded messages to targeted audiences and having the data to support that delivery.
On this episode, I talk about the Quintly report that breaks down Instagram best practices and was published by Andrew Hutchinson on Social Media Today. The key takeaways are: 1- videos generate up to 21% more interaction then static posts. 2- bigger profiles are more likely to utilize video 3- longer captions are more common but shorter descriptions see more engagement 4- fewer hashtags is better 5-EMOJIS can spark response and 6- weekends see higher engagement.
On this episode, I talk about creating content and having that be the fuel for your marketing efforts. Measuring the success of content comes down to your visual opinion and whether or not it elevates the brand or create awareness around key messages. It is not on the performance of the content especially if you’re not providing paid support for that content. I apologize for the audio, but I wanted to sneak it in before I got to the office.
On this episode, I talk about where to invest your time and money if you want to be successful with your social media efforts in 2019. Specifically I talk about video, longform content, investing in third-party tools to help you better understand your audience and as always, paid social and influencer collaborations.
On this episode, I talk about thinking about the science of your content and message before spending so much time on the art. Think about who you want to target and what you want to say and then create assets to back that up. Don’t just create pretty looking assets and then think about how you might want to market then. It’s a subtle difference but an important one.
On this episode, I talk about the update that was put out on Instagram‘s info center regarding the steps they are taking to reduce in authentic activity on their platform. There’s a lot of tools out there to cheat the system and it causes a lot of headaches and really adds no value to anyone. I am really happy to see this proactive change and I hope it has a positive impact and changes the point of view that so many brands have on this topic.
On this episode, I talk about Amazon testing a search based retargeting which would allow you to use the Amazon DSP and then follow users based on their search queries outside of the Amazon walls for the first time. There’s a very attractive product that marketers should be paying close attention to.
On this episode, I talk about my point of you on paid social and how there are really three categories. First is revenue generating ROI focused advertising. The second is reach and awareness around key marketing messages, audience segmentation and in the case of most of our clients retailer support. And the last is guaranteeing delivery for your “organic” content to select audiences.
On this episode, I talk about investing time and effort into Instagram Stories. You should be looking at Instagram Story swipe up ads, creative video and just experimenting with the platform as much as possible. Don’t wait, get involved now!
On this episode, I talk about YouTube premieres and why I think this is a great idea from the platform and for brands. It brings users back to the old TV model where they are expected to tune in for some unique piece of content that they can only see at that time (at least for the first time it is viewers). It is a great idea to experiment a little bit here and get in early to gainsome learnings and see if you can get some attention from users experimenting with this.
On this episode, I go on a rant encouraging people to start showing more respect to Facebook. It is such an important part of your marketing plan and you should not be shortchanging your efforts there or disrespecting the social network. If you are, you are leaving opportunity on the table.
On this episode, I talk about where brands need to invest their dollars and time when it comes to social media and 2019. Every brand needs a social media manager, or a social media management team. They also need to invest in paid social as well as influencer collaborations and marketing.
On this episode, I go on a little rant after losing a prospect. They decided to go with an internal hire only because they thought they get more value because they get that person 100% as opposed to hiring Sircle Media and getting us while also sharing us with other brands. You don’t need one community manager 100% of the time but you do need different skill sets and different personnel to round out a social media strategy. For this reason it makes a world of sense to have an agency partner who can provide the different skill sets. Going internal and thinking you get all of the necessary talent rolled into one person is just not the case.
On this episode, I talk about Amazon and it’s importance for brands looking to sell product online. You should be leveraging the platform and it’s reach and hacking the platform with marketing dollars and expertise to give yourself a better chance to win. Don’t just sit back and hope it works, because it won’t unless you invest the time and effort.
On this episode, I talk about an article from socialmediatoday.com that highlights three Instagram growth lessons from how Smarties has re-designed its on platform image on Instagram. Don’t sweat followers, and remember that most people visiting your profile are not even followers and are probably discovering you for the first time. Convey your personality, have content that stands out from the clutter, share third-party content and not just your own and leverage Instagram Stories, especially highlights for some more in depth messaging around your brand or products.
On this episode, I talk about Instagram’s new name tag feature. It is getting a lot of buzz and certainly worth checking out. Instagram is where all the attention is at and I encourage people and businesses to be very well versed in all aspects of the platform.
On this episode, I talk about my POV on Pinterest, their user count and their new shop the look pins. If you have e-commerce objectives then you should be paying closer attention to Pinterest going forward.
On this episode, I talk about agencies or even employees using bots and or buying followers to boost Instagram numbers. You can see it from the outside in when you see a massive and quick increase in follower count and a ton of likes with very few comments on the Instagram posts. That usually indicates some sort of cheat to get there.
On this episode, I talk about Facebook fan page is being able to join private groups on Facebook. I think this opens up an excellent opportunity for brands with a position, who can be thought leaders around specific messaging.
On this episode, I talk about the importance of working with influencers but encourage brands to find those who have actual depth. There’s a lot of fakers in the influencer market and I think it’s important to find the right ones who actually have true influence.
On this episode I give my POV on Q4 2018 advertising strategy And specifically derived from some of the information in WPROMOTE’s midyear advertising report. It’s a good read put out by a solid company.
On this episode, I talk about not looking at Instagram likes or comments on a posy as the measure (or at least the only measure) of whether or not the content was worthwhile. Followers and like count are much less relevant these days and sometimes branding and storytelling should trump metrics. The art can be more important than the science!
On this episode, I talk about how brands and agencies are having the wrong conversations in this market. They are still looking at earned media vs paid, organic social vs paid AND gross impressions and followers. The reality is that paid social offers you excellent targeting at very low pricing and guaranteed delivery. It should be looked at as an amazing improvement and innovation, over the reach and awareness marketing of the past. Don’t get romantic about things being organic, when you can spend some dollars and facilitate the conversation yourself. That is smart marketing and the right POV in today’s market.
On this episode, I talk about changes to Facebook Ad targeting and why they shouldn’t really matter. Of course decreasing targeting capabilities is not ideal and you will need to figure out how to navigate that, but that should not lead to people abandoning Facebook advertising. It is so powerful and provides reach and consumption at scale. Brands need to have a plan on how they will approach it moving forward, and that plan should not be to sleep on Facebook.
On this episode, I talk a bit about trends in news consumption and content in general online and more importantly on the go. We are living in a mobile device first world and people value their time more than anything. Of course online news and content consumption are increasing as people choose to control for what they read and when they read it.
On this episode, I talk about a conversation I had with an old friend about social media and it being a fad. The economy is great now but when it takes a turn for the worse I believe that our products and offerings add even more value than they do in this current fruitful economy. Social media is no fad, it is the new Internet and businesses can’t sleep on it if they want to win online!
On this episode, I talk about the importance of treating at least some of your Facebook and Instagram advertising as if it were TV and rooted in reach and awareness rather than DR and conversions. Some of it should be art and top of funnel and not only science and down funnel for sales.
On this episode, I talk about the importance of being proactive in August and putting in the work while others sleep. It doesn’t mean you can’t kick back and enjoy the month, it just means you should not be shutting down the engines completely. And in the hours that you do work you should be more strategic and you should really be setting up the latter part of the year to win.
On this episode, I talk about how social media is not just in marketing vertical and is more of a horizontal element for a brand. It truly touches all aspects of your business. When you are deploying real marketing efforts then of course social media metrics and performance matter. You just have to understand when that is and then have a game plan to execute effectively.
On this episode, I talk about why social media metrics don’t always matter. We are all about measurement and results here at Sircle Media, but I think brands get lost in the weeds on the wrong measurements when it comes to understanding their social media efforts. Sometimes you are just looking for reach and awareness, and not engagement and likes. Sometimes you just want to present a message or maybe show off new packaging or a new SKU and aren’t really looking for a response. Don’t plan hard and then pivot because your comments and likes were low. Many times that doesn’t even matter!
On this episode I talk about how much attention is being paid to mobile devices, and marketers should think about ways to get in front of consumers on their mobile device. If Facebook marketing is becoming more expensive then I would argue you should look for other ways to hit people in the phones, before overspending on traditional mediums. If you can afford to do the mall, then by all means go for it. I just think that most can’t invest the necessary dollars into traditional mediums to make it ROI positive.
On this episode I rant a little bit about breaking up with clients over fundamental differences of opinion and then seeing them post break up completely change their ways and actually adopt our recommended strategy. Super frustrating and unnecessary in my opinion. Just communicate better, be transparent and be open-minded and relationships can continue on and flourish
On this episode I talk about not getting lost in the weeds on the metrics for success to determine whether or not something is right for your brand. Especially when it comes down to conveying a brands message, tone or aesthetic.
On this episode I talk about the importance of working with influencers that have large followings, micro influencers with highly engaged niche followings and influencers who can take beautiful photos for you from the content only POV without necessarily leveraging their audience.
On this episode I talk about voice and recommend that people taste it, experiment with it and really give it a try to get a feel for how voice really works. This is another way to distribute content and it is where consumers and businesses are going for sure. Don’t be late to the party!
On this episode I talk about being a little bit more tactical when you work with large influencers. Don’t trust overpay for the collaboration, figure out ways you can glean more value on the backend and make the whole transaction make more sense for your business.
On this episode I talk about voice and the things I learned after attending VoiceCon, put on by Garyvee and VaynerExperience yesterday in New York City. Bottom line- this is real, coming fast and you don’t want to miss the party!
On this episode I talk about putting our content on LinkedIn and then paying close attention to the analytics to see who is reading, watching or engaging with that content. Then if you can figure out who it was you can go in for the close when you were trying to sell to that person.
On this episode I talk about why Facebook fans are irrelevant and in fact even if you had a lot of fans, that is not what you would spend your time and money on with marketing messages. When you target very specific niche audiences on Facebook, they typically perform much better and so if you want to be able to show that you can target audiences with a specific message do so with paid efforts that market other groups not your fans.
On this episode I talk about using the search feature on Twitter putting in the work and reaping the benefits of your efforts. It sounds super basic but it’s become forgotten tool and my strong recommendation is to get involved and to do so right away.
On this episode talk about the favorable Facebook advertising market right now and how I love Targeting users based on the engagement with your Instagram account as well as video view campaigns that leverage short but catchy videos as creative.
On this episode I talk about the importance of setting the stage between clients and agencies on not only your wants and needs but also your communication style and the type of communication style you want from your agency partner. If you can articulate that upfront and continue to advocate for that ongoing, then your relationships with your agencies will improve and so too will the results.
In this episode I talk about how I feel like a trainer sometimes and how brands, when hiring a social media agency can look at things that way too. They should state beforehand what they want to have happen, hire a partner to help them get there with a proven track record and then follow almost blindly until they get there.
In this episode I talk about the importance of being good to your employees and giving them an opportunity to be successful. Happy employees in happy organizations produce better results. I see it over and over…
In this episode I talk about the simple hack to help ensure better reach and potential engagement when working with micro influencers on Instagram. Have a deeper business conversation with them and be a little bit more tactical and you can see some improved results. I apologize for the poor audio, I was walking on the streets of Manhattan.
In this episode we talk about how contradictions can really hurt your results when it comes to your social media efforts. Brands are often not fully committed or hedging and as a result they are compromising the results.
In this episode I give my hot take on where Instagram is as we end the first quarter of 2018. Organic reach is way down, stories are the hot ticket and you should be all over paid IG campaigns that include video.
In this episode I rant a little bit about feeling underappreciated for all the hard work we do for our clients. A Social Media Manager has to cover a lot of ground and we put in hard work and dedication day in and day out. Clients typically are blown away with it early on and then become so accustomed to it that they start to undervalue it and begin to sweat the wrong details. I wish they would take a second to sit and reflect about all that we do for them more.
In this episode I talk about the hardest part of running a client services agency, at least from my point of you. Businesses have been burned by agencies so many times in the past that it is a constant uphill battle to show them why you were different. I wish my clients looked at me more like an employee and saw how I I’ll performed some of the best they have ever had. Instead I get put in the agency bucket and constantly have to prove that I add value in an even deeper way than any employee ever would.
In this episode I talk about the power of social media in selling. If you have a business or sell a product and want to be successful these days you need to be leveraging social media, plain and simple.
On this episode I talk about just getting out there and doing. So much time is wasted thinking about it why social media doesn’t work and if you put the time into just experimenting I think you will find the reasons why it does.
In this episode I talk about Instagram Stories and some of the compelling stats behind them. Brands need to really change their point of view on this platform and start to invest more time and energy into producing Stories. This is where the consumer attention is and therefore this is where the brands should be.
In this episode we talk about how the business objectives should drive social media and not the other way around. Social networks will help you accomplish your goals faster and more efficiently, but first the business needs to define those goals and put the tools in place accomplish them.
On the episode i give my quick hot take on the Vero app and I apologize for the sound - i was on the move walking to work and I just wanted to get some thoughts down before I step into a really busy day. Bottom line is I think it’s a little too early to tell but people should get in there and mess around and form your own opinions!
In this episode we talk about the KPI conversation and why it really comes from the business first and not something that is generated from the social media firm or any marketing partner for that matter. Once a brand or a business has articulated what they want to have happen then their partners should create plans that specifically focus on those outcomes.
On this episode we explain why PR firms are not built for social media management and why they are the one higher for that role. PR firms are mission critical partners when it comes to awareness and exposure and for a brand seeking those there are many great partners out there to choose from. Those are not the right partners for day-to-day social however.
In this episode Adam dives a bit deeper into his Instagram point of view and how to better explain it to retailers, partners or investors who might be less in the know and need some guidance and education.
I reached a point in my career but I only want to work with good and reasonable people. We can argue, we can debate and we can even disagree. I just don\u2019t want to work with people who disrespect and disregard. So I just thought I would share my point of view on a topic.
Brands shouldn\u2019t be looking at followers or engagement as their metric for success of their Instagram efforts. Content should be for storytelling, stories for deeper engagement/ views and ads for performance.