Vine

Thanks for the introduction, kissmetrics.

Here’s what was said:

Twitter’s Vine was one of the most popular apps of 2013. Part of its popularity lies in its simplicity. All you have to do is take a short, 6 second video, and then share it through social networks (including Twitter and Facebook), or embed it on your website. Vine’s popularity has caught the attention of marketers. Ideally suited for today’s notoriously short attention spans, Vine forces businesses to come up with creative new ideas to reach their online customers.

  1. ASOS encourages customers to tag their purchase with #ASOSUnbox and create Vine videos showing them opening (unboxing) their delivery. As a result, ASOS has rekindled the excitement of shopping online, while putting its brand front and center of the fashion-conscious buyer.
  2. Alternative travel company, AirBNB, invited customers to create individual clips showing a piece of paper on a journey. The company presented instructions over Twitter, and the clips started rolling in. 
  3. Blogs and email newsletters are full of quick little how-to tips, but what if you could summarize those little tidbits into a Vine video? Lowe’s did, by showing a DIY way to keep squirrels out of flowers using cayenne pepper, through a hashtag called #fixinsix.
  4. Honda did that this past summer in order to promote its clearance event. People who tweeted #wantnewcar along with the reason they wanted a new car got a special message from a Honda dealer answering their question or concern. Encourage your customers to submit reasons they might want or need your new product or service. Then prepare individual six-second replies to their reasons in a way that’s fun and engaging. It’s much more interesting than your typical dull FAQ, isn’t it?

What Virality is for you: a response to a (Jan 27th) kissmetrics blog

A summary:

What does virality do? Virality is a great way to acquire new users for free and lower your customer acquisition costs. And, since free users are a great deal for any startup, it’s worth it to take advantage of viral opportunities. Virality is not a single feature. It’s a design principle. It’s not a result of good luck. It’s engineered. Forget about forcing users to use random share buttons. You must understand your audience and design a user flow that leads to sharing.

The truth is that only engaged users share, so before drafting your viral strategy, make sure you can activate and engage users properly. To get to that point, your user has to be sure that the product brings a lot of value. Remember, benefits of the product must be clear to the advertiser and to the one being invited. As I mentioned previously, the strongest sharing motivation is satisfaction in knowing that “I helped John,” but you can increase the ante by making this process more rapid. Identify what your users want besides satisfaction: a cash reward? free credits for using the product? improving the subscription plan? fun features? VIP accounts? It also is crucial to identify who your users will recommend your product to.

The most powerful Triggers are the ones that feel completely effortless, so you have to find ways to gain easy access to your users’ contacts. Asking someone to leave your app and manually send emails won’t work very well.

Therefore, other ecosystems are the best leverage for viral growth, as they’re full of potential leads. Integrate with mail systems, API’s (especially social networks), or phone apps to reach the next step.

Remember, you can’t force users to share activity via social networks or email. They have to do it on their own. But you can suggest sharing in the right moment of the user flow. Scoop.it allows you to share content to 8 other platforms automatically, and that’s exactly what you want – to gain more reach.

You have to convey the message that users should issue fewer invitations and focus on those friends who would make a good match for your product. Offering benefits for both parties is the best way to make sure your users will be more engaged in the invitation process than simply clicking “invite all friends.”

In many cases, you don’t have to give away cash to please your product ambassadors. Trello is using another strategy with Trello Gold. They offer fun features like special backgrounds, stickers, custom emoji and… a crown for your avatar. This way, apart from having more storage space (250 MB instead of 10MB per card), you can feel special!

It might sound strange, but sometimes rapid growth can hurt you. If your business is about a quality community, then setting limits on user growth might be a good idea. Quibb is a social network for entrepreneurs that accepts only 34% of all applicants, as they honestly admit on the main page.

Many products benefit from so-called “powered by” strategy. Some experts say, “It’s so 2003,” but good old “powered by” is still going strong. How does it work? You put a small link to your product on your customers’ websites, so customers advertise your product while using it.

Carve out your space in SMM: New Job Title “Growth (Content) Hacker”

The title is misleading I know, but this is going to be a response post to a (Jan 17th) kissmetrics blog post.

When I read it it struck me because searching for a SMM job is not as easy as it seems. There are many Mid-Level Jobs about, requiring at least 5-8 years of work experience. This requirement is a bit daunting to me: At this point I have my non-marketing related BA and less than 8 months work of job experience, having primarily taken on digital marketing as a hobby.

As always Neil Patel has a creative solution:

What is a growth hacker? Growth hacking was introduced by startup marketer Sean Ellis as a way to redefine the marketing role for startups and online brands. Startup marketing needs to think beyond traditional advertising methods and should include engineering, creative thinking, and MacGyver-like ingenuity.

The growth hacker’s job is to use human psychology and engineering to drive measurable results. By understanding our market and using the abundant tools that help us build better campaigns, target specific segments, and create spread worthy content, we can create online communities open to marketing campaigns and increase lead conversion. Content Hacking.

Social Currency Psych: a response to a (Jan 15) kissmetrics blog post

Basically, the premise here is that the action of spreading content is rooted in the desire to be:  attractive, knowledgeable, important, or just generally appealing to their peers.

Thats, right: Social Currency, is the industry term, and it means people will post what makes them look and feel good. The Short Lesson- Make sure your content does that and you have a spreadable message.

Neil Patel goes on to say that the way to make you content make users seem  attractive, knowledgeable, important, or just generally appealing to their peers is by making you content (and as such, your product) remarkable.

“Remarkable things are unusual, extraordinary, and most importantly, worthy of mention. Needless to say, talking about remarkable things provides people with social currency because it makes them appear engaging and interesting to their peers. . A great way to find inner remarkability is to showcase your product doing something that is entirely out-of-the-ordinary, unexpected, or extreme. Surprise people by shattering their expectations with something no one would have thought possible.

If inner remarkability is tough to find, try adding it into the product.

Game mechanics are the elements and rules that simulate a competitive scenario. The rule-based systems of gameplay deliver the feelings of excitement and addiction that are found in quality games.

Let’s be honest, everyone likes to feel like an insider. Being part of a select group or obtaining something limited makes people feel important, special, and unique. It not only makes people enjoy the product or service more, but it also gets them to talk about it.

Now, there are two components that make people feel like insiders: exclusivity and scarcity. Scarcity is quantified limitation on what’s being offered, whereas exclusivity is about limited accessibility to something. People believe scarce items are more desirable because they’re either high in demand or limited in production. Exclusivity isn’t about money, it’s about acquiring insider knowledge. You need to meet certain criteria to have access. Gilt Groupe, a discount site dedicated to high-end fashion items, implemented these factors with members-only flash sales. They incorporated exclusivity by using a waitlist system and allowing only existing members to invite others. They added scarcity by holding private sales each day for just 24 hours. McDonald’s did the same with the McRib sandwich. The sandwich, comprised of unwanted pig organs and tangy BBQ sauce, became a nationwide hit. However, it didn’t take many years for the demand to drop substantially. Instead of lowering the price or increasing advertising, McDonald’s used the concept of scarcity by making it available only seasonally. They brought the sandwich back exclusively to certain locations at different times.

Product Photos

I’ve recently had to create quite a few product photo’s recently, and there’s a real art to it:

Remember:

  • Its not all about the product, its about the setting too. Don’t get me wrong, the product is important. Show it in use, have as much detail as possible, and give close ups when applicable. But, half the story is in the background, be sure to set the stage for your product.
  • Be sure to use your editorial eye. No junky photos. Take notice of the aesthetic of the photo.

Take good photos! Good Luck.

How To Remarket. A response to (Feb 6th) kissmetrics blog post.

I’ve been reading lots of kissmetrics blog posts lately, and Neil Patel really knows his stuff. It’s great, because the topic vary from business to marketing focused, all with great tips on expanding and optimising both.

I’ll keep a log of the best and most relevant posts re:digital, and social media marketing.

A summary of the Feb 6th post:

A marketing challenge is reengaging reengaging with consumers who have changed preferred retailers or simply started purchasing elsewhere. The term for the rengagement we are about to preform is “remarketing.”

First, we send out an educational, fun message for the specific purpose of getting customers to open the email. Then, when the email is opened, it will cookie anyone who has opened it in HTML format, and the remarketing process can begin. To get the most out of this strategy, we will segment the list and send out follow-up emails to anyone who did not open the original message. By using different titles and sending the follow-ups at various times of day, we can try to catch people who have varying reading habits or who missed the original message. After repeating this process a number of times (but making sure not to annoy any one), we will have cookied a large percentage of the list and can start remarketing.

You can utilize Facebook News Feed, Facebook sidebar, and general web remarketing by offering customers a “special” 10% off via a discount code which they can use at checkout.

After creating the Facebook campaigns, it’s time to create the web remarketing campaign. F\The idea is to create a number of banners (3 at a minimum), each with slightly different wording, different text, and different images and color schemes. AB Test to continually drive up ROI.

While email remarketing and site remarketing are neat little tricks that can pull you a good profit, if you really want to get the best out of your campaigns, then what you will want to do is segment your visitors and show them targeted ads which specifically promote the product or service they were looking at.

Get More out of your Twitter Feed

A few tips to increase your audience on Twitter:

  1. Make Content Engaging: Ask questions and get feedback!
  2. As Fans to Retweet: this is especially relevant when you have and event to promote or are offering something to those who have access to the information you are pushing (a wine tasting, free cupcake- you know the drill).
  3. Make you post compelling- don’t just tweet about yourself, add value. Make sure you have images and videos to make your content more intriguing.
  4. Ride the trending wave. See whats popular and see if you can work your content around it.
  5. Promote! You must have links to your feed in every other communication you deliver.

Twitter Engagement

Twitter is not the ideal tool for tracking and creating conversation, but it too, has value. The secret is engagement: the life of a tweet is 22 seconds. The more you get your handle or hashtag seen- the more seconds of your audiences attention you get.

The Hashtag(#), of course is a valuable tool for tracking a wide range of conversations on a specific topic. Create and use them to your advantage when you’d like to increase awareness about your brand or business. Hashtags are especially useful during conferences or big events.

Not all conversations are tracked with hashtags: Make sure you sure you do a search of your topic and engage other people that are interested.

Follow your handle. If you are mentioned, reply back- this is your most powerful engagement tool and a change to make an impression- You know your audience is already listening!

Facebook Fanciness, Pro or Con?

Facebook has a clean consistent design and users know what to expect when they come to a page. That’s why I vote against an elaborate landing page that confuses users. Here’s Why:

Facebook is your primary tool for creating a consumer conversation- other social media networks have far to go when it come to generating a consistent, trackable conversation. But, Facebook’s “Wall” provides an amazing tool for doing so.

Whats the exception? When you have very pointed and relevant content to deliver. If you Facebook page is one dedicated to a music artist, for example, you might benefit from a landing page that showcases specific content relevant to the field. In contrast, a branded page will benefit far more from the managed conversations displayed on the wall.