Posts Tagged ‘Twitter

11
Sep
13

Social Media and September 11th: Small Memorials, Big Impact

Social media has allowed us to remember September 11th through not just major memorials, but small ones, that have just as much impact. Platforms ranging from Facebook to Twitter to Instagram provide an outlet for memorials for those tragic events that touched all of our lives and indelibly changed our nation.nypd

Last year, New York Police Department was able to honor the different officers whose lives were lost during the attacks on the World Trade Center.  The Twitter account posted the names of the officers, as well as their end of tour date; 9-11-01.  These updates served as a reminder of the many public service workers who gave their lives to help citizens of New York that fateful day.

Twitter and Facebook have provided other unique venues for the public to share their emotions and stories in this continuously busy world.  Last year, Twitter was trending with stories of where each user was when they found out about the attacks.  Different age groups were able to illustrate the spectrum of emotions felt when the news of the attacks first broke.  Younger users told how they were in kindergarten class during the attacks, and had no idea what exactly had happened.  While the older population was able to see the news in their office or on their way to work.

September11In addition to a platform for stories, the Internet has become a place for remembrance in lieu of expensive and time-consuming memorial services.  Life unfortunately does not stop on difficult anniversaries, but that does not mean Americans cannot share their thoughts and prayers for each other.  A simple status update or tweet provides a short moment of silence, when the day doesn’t allow for a memorial service.  According to social media experts, these brief mentions have also helped to increase awareness of the importance of any day, which might have been forgotten years later.

Whether it is a moment of reflection, prayer, patriotism, or remembrance, social media has forever changed how Americans will commemorate September 11th, and all that was lost on that day.

How else have you seen others using social media to commemorate 9/11?  Tell us in the comments, and on our Facebook and Twitter pages.  Be sure to visit our website and learn more about our agency and all that we offer in social media.

13
Aug
13

Social Media Marketing: Chipotle’s Method to Their Faux Hack Madness

Last Sunday, Chipotle’s twitter account, known for having one of the most social, appeared to have fallen prey to the works of a hacker.  @ChipotleTweets released a stream of tweets that appeared to be a list of commands to Siri about directions, google searches, and texts. Tweets

Later on during the week, Chipotle admitted to the public that the twitter hack was just a publicity stunt tied to their 20th anniversary campaign, “Adventurrito.”  This announcement received mixed reviews from critics and fans, saying that the fake hack broke the trust of their customers.  This move is not that uncommon, with MTV and BET faking account hacks for publicity only a few months ago.

There is no doubt that the fake stunt increased Chipotle’s publicity; they gained 4,000 followers in a day, as well as publicity all over news and social media sites, but is this success worth their deception?

When it comes to faking account hacks, a real one is a nightmare for community managers to imagine.  But, a planned hack gives off an air of shameless self-promotion, leaving fans and followers feeling foolish.  Social media has helped many brands come closer to their customers, but alienating them on these sites can destroy their long built reputation.

 

chipotleChipotle was able to shy away from alienation and deception by giving their hack an underlying purpose; Adventurrito clues.  The puzzle of the day that Sunday was about the ingredients in Chipotle’s guacamole, so some of the tweets that appeared to be Google searches and texts were actually hints on the puzzle.  Chipotle has been hiding clues for their Adventurrito puzzles across all media, so the purpose of the hack was to follow along with these other hidden clues.

Instead of harmful tweets that might look even worse on the brand, Chipotle made sure their tweets were planned well, shying far away from anything hateful or controversial.

Planned social media hacks can appear to be bottom of the barrel self-promotion, but if executed with a deeper plan, such as clues for a contest, Chipotle is helping their customers, along with themselves.

Was Chipotle’s fake Twitter hack a terrible misstep in their otherwise untainted social media reputation?  Or was it a creative reinforcement to their Adventurrito campaign? Share your thoughts with us in the comment section below, and on our Twitter and Facebook!

08
Aug
13

Social Media Marketing: American Eagle’s Skinny Skinny Jeans Touches Millennials

Thanks to Twitter and Facebook, brand engagement is at an all time high.  Some brands have dormant accounts, rarely posting anything, while others have been able to turn their brands into personal, interactive and dynamic engagement tools.  The latter has been able to increase revenues and sales, while also building a positive brand image.  These lively accounts also provide a unique opportunity for followers, giving them exclusive information on the company, sales promotions and contests, as well as first looks at new products on the horizon.skinny-skinny-jeans

American Eagle Outfitters, a clothing store for the millennial market, was able to leverage their social media followers into customers when they brilliantly pulled off a hip, funny April Fools practical joke.  On April 1st, American Eagle made the announcement that they were producing the next big thing in fashion; spray on skinny jeans.  The “skinny skinny” jeans came in a spray can, and were going to be the tightest jeans in the market, following the trend in the millennial fashion world of skinny pant-cuts.  American Eagle produced photos of models, male and female, sporting the new jeans, as well as videos of the jeans in action.  The lighthearted joke received significant press coverage, increasing their exposure, and was a great success to their established brand image of a hip, young company with a fun side.

old_spice_internetOther brands, like Old Spice, have also been able to turn their brands into exciting sources of brand engagement.  Old Spice used their famous “Smell Like A Man” campaign model, Isaiah Mustafa, for an interactive Q&A with Twitter followers.  Followers would tweet their questions, and within minutes would receive a YouTube video response from Isaiah Mustafa and the Old Spice team.  Old Spice’s interactive accounts have made them the leader in body wash and deodorant sales.

It is clear that when used for its purpose, social media networks of brands can produce increased revenue and brand perception.  Social media is able to bring brands closer to their consumers and reinforce a continued brand experience.

What do you think of American Eagle’s April Fool’s gag?  Was it a positive use of brand engagement like Old Spice’s?  Let us know in the comments section, as well as on Twitter at @weise_ideas and Facebook!

01
May
13

HootSuite: SEO Killer or a Hotel for Owls?

HootSuiteWe are fans of HootSuite, the convenient, social media aggregation tool. We use HootSuite to scheduled posts in advance for the agency and for clients. HootSuite saves time publishing content to Twitter and Facebook. It keeps all social media streams in one location. HootSuite enables us to map out a tweet schedule, collaborate and edit future tweets.

However, we have been asked a very interesting question: Does using a third party social media pre-scheduling tool negatively affect our SEO ranking?

For this to be true search engines would not only be scanning and evaluating content, but focus on the posting methodology. We cannot find evidence that search engines are penalizing third party application programming interfaces (API). It is important to note that HootSuite makes is easy to post redundant content and commit other SEO errors.

However, we have found a HootSuite opponent – Facebook. According to a HubSpot study, content shared by third party API services received fewer likes on Facebook and fewer clicks. Facebook sees tools like HootSuite as possible vehicles for spam, and punishes Facebook pages that rely on these tools for the majority of their postings.

Our recommendation for marketers:

1. Use HootSuite to schedule non-time sensitive social media.

2. Do not use HootSuite as the exclusive method to post content.

Social Media is about engagement and if all the content provided is automated, is there much engagement? Also, it is critical to be timely and relevant. If there is a new story that has captured the collective attention of the country and you are posting a video that shows a behind the scenes look at an event, nobody is going to pay attention. Worse yet, you look like you are out of touch.

Tell us if you have used HootSuite successfully and if you agree that third party API doesn’t affect your SEO.  Share your stories with us on Facebook at Weise Communications and follow @Weise_Ideas on Twitter.

14
Mar
13

Vine’s six-second video new to social, provides marketing opportunity

GAP Vine TwitterTwitter, which currently claims around 500 million total users, recently launched the new video platform called Vine.  This platform allows users to share videos. In social media terms, think of Vine as a combination of Instagram and YouTube.

Vine allows users to create looping videos for friends and family, but the recording time must be six seconds in duration.

According to cognitive research, as humans we can comfortably process 2-3 words and one image per second. A Vine video of 18 words and five images should be your maximum. A six-second video is comparable to Twitter’s required 140 characters or less for a tweet.  Currently, Vine is free, but only available for the iPhone. However, it is making a large splash with fans. In just one weekend, more than 100,000 videos were uploaded to Twitter via Vine.

Many businesses are jumping on this six-second-video-clip bandwagon and are utilizing the tool for marketing purposes. Companies, such as GAP, Topshop and Threadless are using Vine as a platform to shoot short video clips of behind-the-scenes action. We expect to see teasers of larger marketing and promotional campaigns on Vine.

Vine also helps companies to drive traffic to other social media channels by including an essential call-to-action at the end of the video, such as “follow me to Twitter” or “like our Facebook page”. If done well, these clips should emotionally connect to the story, which is a vital component of marketing. Another brilliant marketing aspect of Vine videos is the endless looping, and repetition is key in increasing awareness of a brand or product.

For marketing endeavors, Vine can be a great tool to drive traffic, promote a product, etc., so long as the video includes a call-to-action in the end of the six- second clip.

Will your company be joining Vine to leverage marketing efforts? Do you think Vine will be better over time like fine wine or simply another in a line of social media apps that decline?

A huge thank you to Sarah Shepard for her research and contribution to this blog.

Share your thoughts about Vine with us on Facebook at Weise Communications and follow @Weise_Ideas on Twitter.

15
Aug
12

MOLOSO: Rewarding your loyal customers through mobile and social media

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We’ve heard it over and over again: social media is a great, cost effective way to drive traffic into your business and create better brand awareness.

But what about the people who already know and love your brand? It is time that you show your loyalty customers some love.

First, ask yourself what makes your loyalty customers special and what do you want to accomplish? Do you want them to buy more or buy more often? Knowing your goals and the personality of your target audience is key is determining how likely they will respond to your attempts to reward their loyalty.

Second, do not forget about your social-loyal (SOLO) customers. For example, I am a huge SOLO customer of Dunkin Donuts. I follow them online and as soon as the Denver franchises open I will be a loyal buying customer. Here are a few ways to make your loyalty customers feel special:

Texting: Life revolves around our mobile devices. It has been shown that 73% of Americans send and receive text messages. This is a personal way to reach your loyal customers to offer them exclusive time-sensitive offers, notify them of their membership status and bring them in during your slower hours. Check out these examples:

  • Nail Salon: Monday & Tuesday special: free member only upgrade!
  • Frozen Yogurt: You only need 3 more purchases to qualify for a free 10 oz yogurt!

Facebook, also known as the face of social media, visually advertises your business, and allows you to interact with your followers. Loyal customers want to feel special, and through Facebook you can have conversations with them, give away specialty membership contests and reward loyal customers from their Facebook Check Ins.

Also, do not assume your loyal customers know all of the services you provide. Use Facebook to further advertise add-ons, special events, catering, monthly specials and new offers. If they are following your page, they are interested. They will be excited to know they can get more products and services than they may have thought.

  • Chick-fil-A: they offer their catering information (seemingly less known to the public) and (to date) have 2.4 million people talking about their page, and 6.2 million likes

Foursquare: Nearly half (46%) of American adults are smartphone owners as of February 2012. Foursquare is an app that lets you ‘check in’ at the businesses you frequent. If you go to one place more often than your friends do, you become the “Mayor.” The race to become the Mayor gives customers incentive to go, and to go repeatedly. You can further emphasize this incentive by offering the Mayor free products, upgrades, discounts and invites to exclusive events.

  • Arby’s Mayor special: they get to sit in the “4Square Mayor Booth” and get to taste test new sandwich offerings. They also get the special badge on their Foursquare profile.

Twitter: Tweeting may have less impact on purchasing behavior, but is a great outlet to educate your loyalty crowd. Customer service via Twitter is also useful because it will reach a vast number of customers and show them that you are concerned with their happiness. Exclusive offers for free products can also be advertised through a link to sign up with your membership or by registering to join your clientele base.

  • Morton’s: Peter Shankman tweeted to his 150,000 followers, “Hey @Mortons – can you meet me at Newark airport with a porterhouse when I land in two hours? K, Thanks :)” – and they did!
  • Subway: incredible customer service through conversations with their followers regarding what they like and dislike.

With 12 million Americans using social media daily, you have a high probability that your loyal customers will be reached and appreciative that you have taken the initiative to thank them for being loyal. A little appreciation will keep them coming back, and more importantly, spreading a positive word about your business.

What advice do you have for businesses that are trying to reach their loyal customers? Give us your thoughts from the loyal customer point of view on Facebook at Weise Communications or on Twitter @Weise_Ideas.

25
Apr
12

Back Tweet Driver: Eight Twitter Habits to Avoid

As much as we love the unprecedented access to newsmakers and the powerful search engine of Twitter, there is a dark side to the micro blogging service. In some cases, spammers and twitter bots pollute your feed and your @tweets. Sometimes your timeline is overrun with the solo opera (Me, Me, Me, ME), self-promo artists and links that go nowhere. Since we know these are a few of the things we can’t stand about how some people use Twitter, it is important for anyone wanting to use Twitter for its intended purpose to know what types of behavior you need to avoid.

Here is the list of dubious Twitter behaviors:

1. The Snob – When you follow back fewer than 10% of the people that follow you. If you do not choose to follow people back, you are not engaging with your audience. The winning formula is being open, transparent and freely sharing with information.

Interestingly, breaking this rule is the norm for celebrities, but we know there are different social media rules for celebrities. For example, if your name is Lady Gaga with more than 23 million followers, we’ll cut you slack for following back fewer than 2.3 million.

2. Blah, Blah, Blah – You average more than 24 tweets per day (excluding @reply.) These people are pumping out information and not engaging. This tweet volume is the fast track to being ignored or worse…saying so much without saying anything makes you background noise, like a ceiling fan.

3. What He Said – If your tweets either average more than 70% retweets, or more than 50% famous quotes, nobody is going to consider you a thought leader. You become a “hype man” always telling people what someone else said. Mix in an original thought.

4. Snoozefest – If you have fewer than 30% of people follow you back, you are following too many of the first three categories and at the risk of insult…your twitter feed is kinda boring.

5 – 8. Spam-tastic – the following makes you look like you are spamming, even if you don’t think you are:

  • If more than 90% of your content is pushed out from an RSS feed (look like a twitter bot), or
  • More than 50% links to apps (like Foursquare, and paper.li), or
  • More than 25% of the time you post the same link URL (self-promo), or
  • More than 80% of your tweets are links (shameless plugs)

If you are doing one of these, you look like you are spamming, if you do more than one – you are a spammer. Unless spam is your end game, incorporate more appropriate Twitter behavior: ask a question, answer a question, and respond to an issue with your opinion.

I have examples of each one of these categories; I’ll share on request. For example, tweet me to find out who averages more than 125 tweets per day and NEVER replies.

Shout out to @twitcleaner for cataloging the type of behavior and setting thresholds to let us know where innocent Twitter mistakes can make you look terrible. Did we miss anything? Share your thoughts here or on Facebook at Weise Communications and follow us on Twitter at @Weise_Ideas.

Did you see our “Wall Tweet Journal: Four Twitter Tips to Improve Your Presence Today” on the SideNote?  We can’t help ourselves, if we tell you things you shouldn’t do, we have to give equal time to best practices, right?

23
Apr
12

Wall Tweet Journal: Four Tips to Improve Your Twitter Presence Today

Reporters, news-gathering organizations, celebrities and many businesses have unleashed Twitter as a tool to find, engage and expand their fans and followers.

However, when marketers start tweeting, they can’t understand why they are not making connections and seeing results. I heard a colleague describe Twitter as opening your glove compartment, shouting your info into it and slamming the door shut. Not particularly satisfying.

Resisting the urge to say “You’re not doing it right,” I promised to deliver four tips to improve your Twitter presence that can be implemented today.

1. Make your Twitter bio meaningful and searchable – You have 160 characters of searchable content, use the keywords you wish to be associated with you and/or your company.

Below are two profiles, one has 17 followers and the other has more than 146,000 followers, can you tell which profile has the bigger following?

I have a deep relationship with sleep and I’m about whatever, man!

Social Media Thought Leader, Consultant, Speaker | Author The New Relationship Marketing | Coauthor Facebook Marketing: An Hour A Day | Scottish-Canadian

I’ll spare the first bio the embarrassment. The second bio belongs to @MariSmith. Mari recently co-hosted a content-rich webinar with @GuyKawasaki. The webinar is titled 7 Hottest Social Media Business Trends Impacting Your Profits Today.” Since I’m using Mari as an unauthorized example, check out her webinar for other social media trends to leverage today.

2. Use Twitter Lists to gain credibility about a subject – A Twitter list is a selected group of Twitter users. All Tweeps have the ability to create and be a caretaker of a Twitter list. When you click to view a Twitter list, you’ll see a stream of Tweets from only the users included in that list. As you build lists of Twitter users with content that you believe is valuable on your subject expertise, you become a resource for others as your lists are shared.

Here is a hidden SEO tip: Link your Twitter feed to your website (RSS feed) and include your Twitter handle (@username) in the naming convention of your list. When your Twitter list is shared with others, your list will link back to your website through your Twitter handle.  It takes patience and a strong Twitter list curator mentality, but as your credibility increases, it will also impact your SEO.

3. Maintain laser-like focus on your subjects – Friends and colleagues know that I am a proud graduate of the University of Oklahoma and a huge fan of Oklahoma football (Boomer Sooner!) However, my twitter feed positions me professionally as focused on marketing, social media and SEO. It is not the venue to discuss the latest recruit, coaching decision or blowout victory. We recommend multiple twitter accounts, one focused on your professional brand and another that feeds your personal passions.

4. Twitter is a conversation, engage your audience – Nobody really cares what you had for lunch. Instead keep these four words in mind: ask, answer, retweet and respond. The key to engaging is asking and answering questions, retweeting interesting items on topic and responding to subject related inquiries.

If you are looking for an easy way to get involved, Twitter comes to the rescue, through @twchat. There is a collection of nearly 600 chats you can participate, check out this schedule of chats. Your bound to find at least one that you can engage and grow your audience.

To summarize your Twitter action items: optimize your bio, curate Twitter lists, use multiple Twitter accounts and participate in a Twitter chat. You can get these done today.

Let us know how much impact you see after implementing these tips. Share your thoughts here or on Facebook at Weise Communications and follow us on Twitter at @Weise_Ideas.

Be on the lookout this Wednesday for “Back Tweet Driver: Twitter Habits to Avoid” on the SideNote.

18
Apr
12

How franchisors capitalize on social media – help your baby prosper

Its free, its accessible, and it reaches billions of people.  Social media is providing three key factors that should be putting dollar signs in the eyes of franchisors.

Being active in your marketing efforts while maintaining control over how your brand is portrayed is a key for franchise success. Creating awareness, engaging customers, building customer loyalty, and boosting sales are all goals for franchisors, and social media doesn’t just accomplish these things; it does it with a smile.

Smashburger, a fast-casual, gourmet burger franchise is a prime example of how a small business can catapult into the big leagues via social media. Birthing from three Denver locations, this restaurant became a smash hit with its expansion to 150 locations nationwide. With more than 77,000 followers on Facebook, reaching out to bloggers and their tweeting prowess, they have solidified the social media tools for expanding a franchise.

Just how did they do it?  Here are a few suggestions they have for your franchise success:

  • Get on the same page as your customers

People like to talk about themselves and what they want and like.  Give your customers the chance to feel like they are a part of how your product or service is expanding. Use queries relating to feedback on a new product or answer their questions and complaints. If your franchisee is going to prosper, they have to listen to the desires of their target market. Take these examples from Smashburger’s Facebook and Twitter:

 

  • Make your interaction enticing

Posting information about a new product or service can be effective, but allowing the customer to be a part of the decision is even better.  Trivia contests, voting pools and giveaways allow the customer to feel like their opinions are creating your brand.  Interactive coupons also keep customers engaged and coming back to your page to check out what is being offered today; keeping your business in the forefront of their mind.  Smashburger called out for votes and shared a link where they could vote to help their burger make it to the final round of the Dallas Morning News Burger Madness bracket:

 

  • Keep it interesting

Consistency in updating your social media profile will keep people interested.  That said, humor and playfulness should not be overlooked. Simply creating a chuckle from your customer will improve their retention of the message you are conveying.  Check out how Smashburger used humor to reach their customers:

 

Moral of the story, if you aren’t using social media you aren’t gaining the best exposure for your businesses. It is an opportunity to engage customers and that engagement can lead to loyal customers. Be sure to allocate enough resources to effectively manage your social media presence. Your franchisee will thank you. And even more importantly, they won’t go rogue.

A big thank you to Bre Wolta for her research and help uncovering Smashburger’s social media success.

26
Mar
12

I’ll have a burger please, with a side of social networking

If social networking hasn’t become the craving of the century, I don’t know what has.

Not only are people fascinated with how communication has turned into an interactive dialog, but whether they are finding friends on Facebook, tweeting their every move on Twitter, or now marketing their own customized burgers in the new frenzy that 4food has created, they are finding every excuse to play on the social media playground.

The restaurant, 4Food, in midtown Manhattan has brilliantly introduced a way to make creating your own burger an interactive experience.  Like some other build your own burger joints, the patty comes in a variety of meats (even veggie) and you can chose every aspect of your meal, from bun to sauces.  The donut shape of the patty is eye catching, however, leaving a hole in the middle of the patty for you to fill with a variety of “scoops” ranging from mac and cheese to Thai eggplant curry.

What sets 4Food apart is the marketing privilege the consumer acquires after their creation (from the 140 million combination possibilities) is complete.  Through 4Food’s accounts on FacebookTwitter  and their blog, you can name and market your personalized burger.

After you have marketed your creation, you earn a royalty every time that burger is ordered at 4Food.  The $.25 payment is credited to your account on 4food.com.

The learning curve is small, but fun for customers who currently use the provided iPads to order at the restaurant, and will be able to order on their smartphones in the near future.

The exposure that this new burger joint is experiencing purely at the fingertips of their customers is remarkable.  Social networking has driven itself to virtually take the legwork out of marketing for you, purely for free…how is your business using the power of social media to expand?

 




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