彙整 | 三月, 2012

THE FUTURE OF MOBILE [SLIDE DECK]

31 三月

http://www.businessinsider.com/embed?id=4f6b71486bb3f7cd43000012&width=600&height=430

By: http://read.bi/GFBGsh

5 Tips for Moving Social Media Leads Into the Sales Funnel

27 三月

Do Fans Mean Business?

Marketers have made tremendous strides in growing their audiences on social media channels. There have been concerns over whether social media could only be successful in business-to-consumer (B2C) companies, but we’re starting to see great case studies in both business-to-business (B2B) and business-to-consumer (B2C) brands.

In looking at the B2B software space, we can see tremendous success from companies like HubSpot, InfusionSoft and HootSuite that have grown large numbers of followers by providing valuable content to their target audiences.

In the B2C space, our passion for brands like Old Spice, Coca-Cola and Ford have been reignited by creative social media campaigns. But what now?

Have these large followings contributed to revenue for these brands? The next natural question for C-level executives and marketers is, “Can we monetize our social media following?”

As pressures have risen for solid measurements and a demonstration of social media ROI, more companies are recognizing that revenue generation has to be a top priority of social media strategies.

This doesn’t give license for tacky sales pitches on Twitter. Rather, it opens the door for a more strategic approach to social media content, content distribution and measurement.

To get started, there are a few things you’ll need to prepare for.

Tip #1: Understand Your Sales Funnel

It’s pretty difficult to place leads into the sales funnel if you don’t have a clear understanding of the sales process that supports it.

The first step in monetizing the social media channel is to have a clear understanding of which marketing channels are currently contributing leads to the funnel, what the sales follow-up process is and how long it takes to close the sale.

You’ll need to figure out where social media fits into the equation.

  • Will social media leads respond to existing sales processes?
  • Where are social media leads in the buying process?
  • Will they convert at the same rates?

To truly understand how social media leads behave, you’ll need to do some testing. It is unlikely that social media leads will perform the same way that other types of marketing leads do.

This is because with social media, more commonly you are reaching potential buyers earlier in the sales process, before your competition. Getting potential buyers’ attention early has tremendous value that can be overlooked if expectations haven’t been set for how the social media lead will perform.

If you compare social media with traditional sales, in essence social media adds three levels that extend your sales funnel to provide more opportunities for conversion.

funnel with goals

Social media adds three levels of brand awareness to the sales funnel, providing more opportunities to convert prospects.

Tip #2: Optimize Your Path to Conversion

It’s important to make sure it is super-easy for potential buyers to buy. We tend to be fairly lazy consumers and if we have to search out how to buy from you, we are less likely to convert.

Therefore, take a look at your Facebook page. Does a potential buyer have to click on the Info tab to find your website, then go to your website and figure out how to buy your products or services? If so, you are likely missing out on the opportunity to convert Facebook fans into purchasers.

Create a tab that allows fans to convert within Facebook and you’ll likely see a spike in new revenue.

Success in social media relies on having strong content to share on social networks, which many times resides on the corporate blog.

Look at your blog and make sure there are conversion points that will in essence turn every post into a landing page. Make sure you test multiple calls to action to figure out what works best at converting social media traffic.

funnel graphics

Understand the path to conversion from social media so you can optimize each step.

Tip #3: Provide Opportunities for Soft Conversion

The social media lead likely enters the sales funnel earlier in the buying process. He or she may not be ready to make a purchase; however, you have an opportunity to convert interested social media fans and followers into email subscribers.

Soft leads are people willing to provide their email address in exchange for highly valuable and relevant content. These are valuable leads who have said they are interested in your content; but they haven’t necessarily said they are interested in your product yet.

If you combine email marketing campaigns that provide a mix of content that helps to push them through the sales funnel while providing valuable information, you will have a better opportunity to convert social media’s soft leads into potential buyers.

Tip #4: Nurture the Social Media Lead Differently

It’s important to understand the difference between the social media lead and the traditional lead because traditional sales-related email campaigns will kill the sale with the social media buyer.

Because social media leads may enter the sales funnel at an earlier stage in the buying process, you will need to adjust your email campaigns to provide value and content that will help drive the decision-making process.

This will require a strategy that includes decision-making content. Decision-making content is designed to answer questions that commonly arise when purchasing your product, overcome objections that are frequently heard in the sales process and provide opportunities to convert into a hard lead.

A hard lead is someone who has taken an action that directly indicates he or she is now interested in your product. This means the lead is now in the research and consideration phase of the buying cycle and you have an opportunity to convert the lead into a buyer.

Through your other social media efforts, you have been able to develop trust with prospects; therefore, if you continue to show thought leadership in helping them to make a decision, they will be more likely to purchase from you rather than the competitor they don’t have a relationship with.

Having a combination of decision-making and topically relevant content that is sent to soft leads will help you identify when the lead makes the jump to product interest.

At that point, you can follow up with traditional product-based information and put the lead in the traditional sales processMany times you can recognize this transition if you identify pages and calls to action that indicate product interest, such as signing up for a product demonstration, attending a product-based webinar or downloading decision-making content.

Tip #5: Measure Your Results

Finally, the only way to identify where leads are in the sales process is to measure your efforts.

The quickest and most cost-effective way to monitor social media conversions is to apply Google analytics campaign tracking to the links you shorten and post on social networks.

The combination of Google Analytics and HootSuite Pro makes this easy. Once you have the data, it is important to put it into a format that tells the management team what they want to know.

Use these metrics to demonstrate success through the sales funnel:

  • Cost per impression
  • Cost per engagement
  • Cost per soft lead
  • Cost per hard lead
  • Cost per sale

BY: http://www.socialmediaexaminer.com/5-tips-for-moving-social-media-leads-into-the-sales-funnel/

5 Productivity Tools to Make Your Job Easier

25 三月

Your time is valuable, so optimize it by using these productive tools. Do you:

  • Send the same emails over and over?
  • Have emails that you would rather automatically send later?
  • Wish you could have more information on who you’re emailing?
  • Wish you could have a better email signature to really show off your brand?
  • Need a robust project management system (that’s free)?

If you answered yes to any of these questions, the following tools will help you.


1. Yesware


Do you despise sending the same emails over and over? Would you like the ability to track open rates on your emails? How about the ability to track when, where and what device was used to open your email?

SEE ALSO: 5 Mobile Apps to Boost Small Business ProductivityYesware is a Chrome extension that allows you to save templated emails and also track open rates for each email that you send. It’s the perfect tool for people who use email frequently — it’ll save time and give you insights on your customers. You can also conveniently BCC emails to your customer relationship management (CRM) tool. And guess what? You can share templates to your team — more time saved!


2. Rapportive


If you need to find an easy way to connect with a person, Rapportive is your answer. This Chrome extension pulls together information on your prospect from different sources, such as LinkedIn, Facebook, Twitter, and Quora. If applicable, it’ll show you the person’s latest tweets or Facebook updates. Perhaps he just tweeted a question that you might be able to answer, or his favorite team just went down in triple overtime — great opportunities to connect on a personal level!


3. Wisestamp


Most email signatures I see are boring: name, title, phone number. People who aren’t making the best use of their email signatures are missing out on the opportunity to tell people what they’re all about.

For instance, showcase your latest blog post or your latest tweet so others can have more insight on you. Or include links to your social network profiles so they can connect with you. Your signature is that extra chance to shine and build more trust with others – so don’t squander it!

Wisestamp solves this problem by giving you various options to customize your signature. You can also create different signatures based on different situations (e.g. home, business).


4. Boomerang


Boomerang is a Chrome extension that allows you to send your emails at a later, specified time. You can even send recurring emails to people if you want.

Let’s say you send a high volume of emails and tend to lose track of things easily. No problem — you can tell Boomerang to send the message back to you if no one replies. No more waiting until the morning to send an email and no more digging for emails.


5. Trello


We all know project management tools can help prevent headache, but the challenge is finding an exceptional one to suit your needs. Trello is a free, intuitive project managementtool that can be used for multiple purposes. You might already have a great project management tool on your hands, but give Trello a shot and see how it might be able to help with other business processes.

Productive tools help us save valuable time, which we can then apply toward more important processes. Instead of manually searching for someone’s information or having a boring signature that doesn’t say much about you, why not let these tools simplify your life?

What other productivity tools do you like to use?

Image courtesy of iStockphoto, arakonyunus

By: http://mashable.com/2012/03/23/productivity-tools/

INFOGRAPHIC: How To Train Employees In Social Media So That They Don’t Ruin Your Reputation

24 三月

social media training mindflash

By: http://www.businessinsider.com/infographic-how-to-train-employees-in-social-media-so-that-they-dont-screw-everything-up-2012-3

Facebook Fan Page Timeline Tutorial [Infographic]

20 三月

 

Facebook Timeline

By: http://www.mindjumpers.com/blog/2012/03/fbtimelineinfographic/?awid=8467173961682224857-1265#more-15750

How Pinterest Can Turn Your Brand Red-Hot [INFOGRAPHIC]

20 三月

If your brand isn’t on Pinterest, you could be missing out on a growing stream of potential customers.

While shaping your brand’s image on Pinterest, remember to take into account the specifics of the site’s userbase. A recent study showed that home, arts and crafts,  style/fashion and food are the most popular categories on Pinterest.  The food category is the fastest growing segment of Pinterest.

SEE ALSO: Pinterest’s First Investor Explains the Secret to the Startup’s SuccessEven if your brand doesn’t directly specialize in these topics, there may be a way to include them in your brand’s boards to gain maximum exposure.  It’s also important to remember that while Pinterest’s audience is heavily female, the demographics of the site are changing.

Take a look at this infographic from web optimization company Maxymiser, and then let us know in the comments if you’re altering your plans to take advantage of the explosive growth of Pinterest.

Infographic courtesy Maxymiser

By: http://mashable.com/2012/03/18/pinterest-brand-attention/

10 Things You Need to Know About Facebook Timeline

13 三月

Facebook Cheat Sheet: Sizes and Dimensions

9 三月

Updated: March 6 2012

What is the size of the profile picture in Facebook? How wide is page of your brand? Here are all the numbers you need and you can even download a handy PDF Facebook cheat sheet.

Due to the recent release of Facebook timeline for brand pages, some new sizes have been added and old ones modified. We’ve added them here. The cheat sheet pdf and jpg will also be updated ASAP.

facebook cheat sheet sizes and dimensions 1to1 300x488 Facebook Cheat Sheet: Sizes and Dimensions

Big picture for timeline

This is the big picture (also known as cover photo) for Facebook’s timeline.

Width: 851px

Height: 315px

Application icons for timeline view

These are the icons that are displayed on a fan page that has Facebook timeline enabled. If your picture exceeds these limits, your icon will be resized and converted.

Width: 107px

Height: 70px

Maximum file size: 5MB

Facebook application favicon size

This is the tiny icon that is being displayed on the left hand side of your news feed, where the applications that you use are.

Width: 16px

Height: 16px

Facebook milestone picture size

This is the size you use for milestone pictures such as company’s foundation date. This is also the size for starred (highlighted) posts. The image in the post will be scaled down accordingly, if it exceeds the limits.

Width: 843 pixels

Height: 403 pixels

Profile picture for timeline pages

Recently updated sizes for timeline. The new width and height are 180 px which will be automatically scaled down to following:

Width: 32px

Height: 32px

It’s extremely important to choose a picture that can be scaled down as the profile pictures that are displayed on timeline posts are really small. Best practice is to choose your logo.

Thumbnail

The image that is displayed next to the link when you click like or share somenthing.

Width: 90px

Height: 90px

Facebook page

The usable area of your brands Facebook page

Width: 779px (Update: The CSS of Facebook has some errors, so we’re not actually sure what the final width will be. We suspect it will be 810 px)

Height: Unlimited

Uploaded images

This is the maximum size of the image you can upload.

Width: 2048px

Height: 2048px

Pinned post picture size

This is the size of the picture of your pinned post. It will not be scaled down, Facebook will take the centre of the image and cut it out accordingly.

Width: 403px

Height: 403px

Pictures displayed in Facebook

This is the maximum size of the image as shown in slide show or album.

Width: 960px

Height: 720px

Facebook ads

Picture in the ad

Width: 110px

Height: 80px

Size: 5MB

Text in ad

Header: 25 characters

Body copy: 135 characters

Facebook status update

Status update length: 63,206 characters

Comment length: unlimited

Video

The maximum size of vide you can upload

Size: 1024MB

Length: 20 minutes

By: http://www.dreamgrow.com/facebook-cheat-sheet-sizes-and-dimensions/

Facebook Launches ‘Facebook Offers’ For Businesses

9 三月

A few select brands on Facebook are currently running tests of a new Facebook product for businesses called “Offers.” The most recent Offer, which generated a fair amount of buzz in the past week, was posted by Macy’s. Macy’s first posted the Offer on Thursday, February 23rd at 7:11am Pacific with an expiration date of February 26th. The Offer was: “Get 25% off your purchase of $100 or more.

The Offer jumped out at me in my News Feed last Thursday when a friend of mine (plus six others!) claimed the Offer. Then I saw the Offer repeatedly in my News Feed, so clicked through to Macy’s to check it out on their wall too.

Facebook Offers - Marsh Engle Claimed Macy's

Simple, one-click claim – INCLUDING on mobile!

What’s super exciting about this new Facebook product for businesses, is the absolute simplicity and ease with which users can claim the Offer. Literally ONE click and Facebook lets you know the Offer is in your email inbox!

Facebook Offers - One Click Claim

Users can claim the Offer from the wall of the brand’s fan page.

Or, users can claim the Offer from their News Feed. Including MOBILE. Hello? Yes, mobile. Now that is thrilling.

More than half of Facebook’s 845 Million active users access the site via their mobile devices. Imagine the possibilities of Offers for your business! For local businesses. Wow. I haven’t been this excited about a new Facebook product since…. well, since last September when Subscribe came out. ;)

On that note, feel free to Subscribe to my Timeline public updates! Click the button below:

//www.facebook.com/plugins/subscribe.php?href=https%3A%2F%2Fwww.facebook.com%2Fmaris&layout=standard&show_faces=true&colorscheme=light&font=arial&width=450&appId=102079246572280

Einstein Bros Bagels Offer

By way of example on how super easy it is to claim an Offer on mobile, check out this recent Offer by Einstein Bros Bagels (claimed over 25,000 times so far!). I didn’t see this in my News Feed, per se. I just pulled up Einstein Bros Bagels on my iPhone and did the uber easy one-click claim:

Einstein Bros Bagles - Facebook Offer

And after the one-click (or one-touch, really, on iPhone!):

Einstein Bros Bagels - Facebook Offer Claimed

Credit to AK Stout and this post on SayingItSocial.com where a commenter pointed out the Einstein Bros Bagels offer.

Redeem by email, share from email

Not only can users easily claim the offer from their News Feed – on any computer or mobile device – the actual offer can be redeemed simply by showing the coupon on your phone to Macy’s staff. See the email below:

Facebook Offers - Claim Email

And, notice the big “Share Offer” button in the email. LOVE that. Boom – one-click claim. Instant gratification. And another one-click to share with friends!

Key takeaways from Macy’s Offer

Some points to note about Macy’s offer:

  • The offer was clean, simple, obvious and used a “%” sign and a “$dollar” amount.
  • Macy’s chose an extremely eye-catching image of a red shoe and a blue shoe on a white background, clearly chosen very strategically (red, white and blue = power color combo!). Plus, the fact it’s shoes – I don’t know any female out there who doesn’t love shoes. (Of course, many men claimed the Offer too!)
  • The choice of verbiage in the Offer was compelling: starting with “Get” (mirrored with the “Get Offer”), and the use of “save” and “BIG.” Clever!
  • Macy’s first posted the Offer on February 23rd, and posted it again on February 25th (Saturday morning at 7am Pacific) with the the description “Just two days left to get a head start on spring shopping!” (Einstein Bros Bagels did the same repeating of the Offer on its fan page wall, which of course goes into the fans’ News Feed again).

  • Ultimately, 41,602 people claimed the Macy’s Offer. And the original Offer post was shared a total of 2,491 times and the reminder of the Offer shared 374 times. Awesome social proof!

See also Build-A-Bear Workshop‘s Facebook page for this Offer. (Credit to AK Stout for spotting it).

Will Facebook unveil Offers at the FMC today? [Update: Yes!]

Congrats, Facebook. I do believe you’ve found simplicity on the other side of complexity with this new Offers product.

Will Offers be one of the BIG new product launches announced at the Facebook Marketing Conference today? Rumor has it Facebook is unveiling a whopping 7 new changes/products/upgrades. We know that one will be Timeline for Pages. Another is new Premium Ads. And a third surely has to be these Offers—well, in fact I understand that Offers is part of the new Premium Ads product. [Update: turns out Offers are a standalone product and appear to be FREE to create and share! Select Pages only, so far.] And, I heard last Friday from a reliable source that currently only around 25 big brands even know about Offers. Hm, still, I sure hope the product is imminent for the rest of us.

Stay tuned for more. I’ll be watching the Livestream of the FMC and tweeting and posting my thoughts on my Facebook page and profile.

By: http://www.marismith.com/facebook-offers/

Facebook May Release New Premium Ad Product Feb. 29

9 三月

Facebook may announce a complete overhaul of its premium ads at next Wednesday’s invitation-only Facebook Marketing Conference in New York.

February 29 is shaping up to be a monster day for Facebook, as the social network will also reportedly announce the beginning of beta-testing of timeline for businesses, also at its FMC event.

The information below, as well as the screen shots, comes from leaked documents obtained by Peter Corbett, chief executive officer of social agency iStrategyLabs, and posted by GigaOM.

According to the documents, the following ad types will be phased out at the end of this month:

  • Premium like, photo and video;
  • Premium event, photo and video;
  • Video comment; and
  • Premium poll, photo and video.

Premium standard ads (links to destination off Facebook, photo and video) will still be available, as will marketplace ads, which are not affected since they are not considered part of the homepage.

The leaked document outlined the six types of premium ads that will be available as of the end of February:

  • Status updates: Up to 150 characters of text, no additional media;
  • Photos: Up to 90 characters of text, 185-pixel-by-104-pixel thumbnail, 16:9 aspect ratio (we previously reported the reduction from 135 characters to 90);
  • Videos: Up to 90 characters of text, 185-pixel-by-104-pixel thumbnail, 16:9 aspect ratio;
  • Links: Up to 90 characters of text, 75-pixel-by-75-pixel thumbnail;
  • Questions: Four answers will be displayed — three, plus a “see more” link; and
  • Events: Up to 90 characters of text, 75-pixel-by-75-pixel thumbnail.

The leaked documents say that the social network will offer the same analytics reporting options as it does with its current classic and premium ads. However, the revamped premium ads will only accommodate impression tags, and not click tags for third-party tracking.

The documents also say that Facebook’s team will provide advertisers with specific instructions based on their needs for each campaign.

The introduction of the new premium ads reads:

The ad is created from the content of your page post. Anything you can post on your page, you can turn into an ad.

When the person seeing your ad has friends who are fans of your page, we’ll automatically expand the ad with enhanced social context about those friends, at no extra cost to you.

When fans see your ad, they’ll see an expanded interface below the ad that lets them like or comment on the post directly from the ad.

And the documents’ concluding pitch is as follows:

At Facebook, we believe that businesses will be better in a connected world. We connect 800 million people and their friends to the things they care about. Your page is the place where your business connects with people, and premium ads and featured stories help you reach those people, and their friends, more often.

Premium Ads are more effective when they start from page posts. These ads put your page’s voice on the homepage, in front of your ideal audience. For your fans and their friends, it will expand to show how friends are connected to your brand alongside your message, all in one. This social context appears at no additional cost to you.

Premium Ads with enhanced social context are 80 percent more likely to be remembered, driving 40 percent higher engagement and a significant increase in purchase intent.

Facebook Premium Ads Overviewhttp://www.scribd.com/embeds/82289675/content?start_page=1&view_mode=list

By: http://www.allfacebook.com/premium-ads-facebook-2012-02