Why Social Media isn't a Cakewalk

Social media isn't a cakewalk

Ask any social media professional and they will tell you that developing an authentic following on social media is no cakewalk. There is no “quick fix” or magic hashtag that makes you an instant success on social media. While our news feeds move quickly, it doesn’t mean that social media for your business should be a scramble. It’s about owning your social media process.

It is critical to be strategic to build brand awareness, community, and yes, sales. But if you approach social media solely as an injection to your bottom line, you won’t see ROI on your social media.

So what should your social media process look like?

  1. It starts with knowing your brand inside and out. Create a brand book or style guide that outlines the look and feel of your brand online. Be sure to include language guidelines for phrases to be used and words not to be used.
     
  2. Know your audience. Knowing who you are speaking to will help drive your content creation. Dig into your customer avatar and go beyond the standard demographics of income, family size, location, etc. Ask “what websites do they visiting?” “Which social media platforms are they most active on?” “What products do they buy?” “What they do on their weekends?” The more information you can gather, the better you can serve your community.
     
  3. Have a strategy. No business should be on social media without a strategy. Social media should support your overall marketing objectives and business goals. Create annual, quarterly and monthly goals.
     
  4. Create monthly content calendars to stay consistent and anticipate which content you need to create. Knowing what you need ahead of time will allow time for a photo shoot or writing that next blog post. If you are in need of a content calendar, download our free template here.
     
  5. Execution and Community Management. Once the posts are planned, don’t post and run. Stay and respond to comments, engage with influencers and answer questions as it relates to your area of expertise.
     
  6. Measuring results. The last key to having a strong social media process is to measure results. When creating your strategy be sure to set some KPIs (key performance indicators), to assess which content is most successful and which isn’t performing as strongly.

By taking charge of your social media process, you own the conversation being had with your customers. Now, that does that mean you can’t outsource some elements of the process, such as content creation, but by taking charge of your social media strategy, you will be happy to eat cake to celebrate each milestone of success.

Want to set up this process for your business? Get in touch or download our Social Media Checklist to get started right now.

How to Empower Your Social Media Team

Empower Your Social Media Team

No matter if your social media team consists of one individual or 10+ people, having a social media workflow will empower your team to drive social media results.

Systems and procedures create an established protocol allowing your team to focus on strategy and the creative for upcoming campaigns.

So what protocol should you have in place to empower your social media team? We’re glad you asked. Here are 5 ways to empower your team:

1.Brand Guidelines

Having a robust brand book creates an established baseline for communicating your brand promise and what it represents. A brand book also houses creative details such as RGB colors, font(s), image templates, and the language to use or not to use.

This last part is very important. Often times, a brand book will contain words and language that identify with the brand, but by taking it a step further and identifying what words not to use, you further empower your team by not leaving anything up for interpretation.

For example, with Twitter's 140 character limit, it can be difficult to shorten a message to fit a post ending with, “You can find all of our products on our website.” By shortening this to “U can find all our products on our website,” this might not be in line with the brand and could devalue your message. Outline these details in your brand book to make sure each message is of high-value and on-brand.

2.Established goals and strategy

Create annual, quarterly and monthly social media goals with actionable steps. It is very easy to get caught up in the day-to-day details of social media which makes it even more important to take a step back and evaluate the larger, overarching strategy.

3.Have an Established Social Media Workflow

Do you have a social media handbook which outlines the flow of content creation all the way through to recording the results? Who is in charge of which platforms? Community management? Design? Post creation? Post approval? Advertising strategy? Budgets? Influencer partnerships?

Establish a flow from start to finish which outlines each person's responsibilities so there is never a misunderstanding on who is checking notifications or scheduling posts. This will ultimately help you better serve your online community.

4.Use Social Media Tools

Having the right tools in place will help you automate what you can. This might include websites and/or apps, which help you edit photos, schedule posts, monitor hashtags, monitor followers, and create reports. Establish what your top priorities are and research the best tools to help your team.

You can always email us and we are more than happy to share our favorites. Or download our Social Media Checklist for instant recommendations. 

5.Ongoing education

It’s no secret that social media is ever changing and evolving. Just in the past few months, there has been an increasing amount of updates. Having strong social media procedures in place will allow your team to be nimble and apply your brand messaging to any platform. This is also why building in dedicated time for your team to have ongoing education is important. This could be in the form of online trainings, in-person trainings and or subscriptions to publications, etc.

The more you can set your social team up for success, the more ROI you will see from your social media.

Ready to empower your team? Our Social Media Training might be right for you.

What is the ROI of Social Media?

Wine and Social Media

If you are a savvy winery owner, marketing or brand manager, you might be asking, “What is the ROI of social media?” or even “How does social media serve our brand?”

These questions are ones that have long plagued the wine industry since social media became a marketing tool.

To help answer these questions, we can look to data. According to a recent study released by Facebook, connecting mobile use and beverage purchases, one third of people use Facebook and Instagram in restaurants and bars. And of that one third, more than 50% of those patrons reported trying a drink that friends and family posted about on Facebook. Knowing that there are now 2 billion Facebook users worldwide, that is a significant amount of people recommending beverages on social media.

Granted, wine isn’t the only beverage being recommended. This means a portion of these posts are related to beer or liquor. However, this study also reviewed the top hashtags used on Instagram during both April and May 2017, two of the top five hashtags were #wine and #drinklocal.

So let’s build a hypothetical situation. Let’s take that 50% of restaurant and bar patrons who are ordering a drink based on a social media recommendation and divide it equally between wine, beer and liquor. That means, 16.6% of people who see their friends and family post on Facebook purchase wine in a bar or restaurant as a result. Can you imagine if your winery held just 1% of the total recommended? That would have a significant impact on sales.

But how do you attribute that 1% increase in sales to social media?

While data can show us results based on specific activities, there is still the “social” element to social media which can’t always be tracked. Take for example, networking. What is the ROI of networking? You attend an event, meet new people and possibly get new business. But, for the most part you meet new people and increase your brand awareness, meaning more people know who you are and what you do. You don’t have an exact ROI but you invested time and resources, (business cards), into the transaction.

Your social media presence is much like networking. You are posting and creating dialogue with your current and potential customers. Yes, you might gain web traffic which leads to direct sales, but you are also gaining brand awareness. For example, if your winery hosts a Facebook Live Q&A with the winemaker and a new fan comments with a question, which then the winemaker then spends 5 minutes answering in detail, you have now provided huge value to this fan. Now let's say, two days later, this new follower is in a restaurant and sees your wine on the list. They decide to purchase a bottle because they were so impressed with the Q&A and the time the winemaker spent educating them on their winemaking process. Not only that, but they take a photo and post it to Facebook recommending your wine.

Is there value in that? We’d say so!

What if 10 people who saw your Facebook Live then purchased your wine in a restaurant or bar within a week and posted a picture to Facebook? This perpetuates the cycle and that hypothetical 1% could easily become higher, solely due to YOUR presence on Facebook alone. Can you imagine how being present on Instagram, Twitter and various wine apps could also help move the needle higher and higher?

And if you’re still not convinced, another study by Hootsuite shows that “fans who have positive experience with your brand are 71% more likely to recommend it to their friends.”

So what is the ROI on social media? It’s substantial and can be directly impacted by your level of participation. In the case of the wine industry, not investing in social media, literally means leaving money on the table.

By developing a strategic social media plan, your wine brand can gain brand recognition, build customer relationships, and create brand advocates who help strengthen your bottom line.

Ready to connect with your wine customers on social media? Let’s chat about how social media can serve your brand.

Values + Social Media = A Recipe for Success

OrganicandSocial.jpeg

Company values and social media go hand in hand. Take specialty food products for example. Many are born out of a belief that the food we consume doesn't have to be harmful to the environment or contain preservatives and additives. But when it comes to leveraging social media as a marketing channel for these products, content has to go above and beyond beautiful product shots.

Each post must provide value and align with a customer’s belief system. Consumers who are purchasing natural and organic food products are choosing to support a more sustainable lifestyle. Buying an organic product is bigger than a recipe ingredient.

The choice to purchase specialty foods and beverages comes from a consumer’s value system. Some of those values might include:

  • Altruism or the well being of others
  • Environmental and our relationship to our environment
  • Humanitarianism
  • Health education
  • Spiritual or supporting our own inner harmony

Many natural food and beverage companies also align with these sentiments through their own value of ingredients, the environment, the community and environmental stewardship. Social media content should showcase these commitments.

With 78% of people saying that a company’s social media posts impact their purchase decision, speciality food companies whose content goes above and beyond a product’s attributes will build an online community providing free word-of-mouth advertising, larger brand awareness and a healthier bottom line.

If you enjoyed this blog post, subscribe to our monthly newsletter to receive the latest dish on social media trends and tactics.

The Team at Chipperfield Media

Facebook Advertising: Your Step-by-Step Guide to Success

Facebook Advertising

No matter if you are a business just getting started with Facebook Advertising or if you are looking to revamp your current strategies, this step-by-step guide will help you outline a plan of attack for building successful Facebook ads.

One of the great features of the Facebook’s Ad Manager is being able to manage both Instagram and Facebook ads all from the same place. If this is your first time setting up an ad, you will be prompted to put a credit card on file before you can run an ad.

Let’s dive into the 6 steps for creating successful Facebook ad campaigns:

Step 1: Marketing Objective

When creating an ad the first screen you are brought to asks, “What’s your marketing objective?” This is a critical part to the ad set-up. We recommend outlining your Facebook Advertising goals prior to getting started. This might include a list of products to feature, blog posts or brand awareness campaigns. For the purpose of this blog post, let’s assume we’re a retail store looking to drive online sales. In this case, we’re going to select the marketing objective of “Traffic.” This means we’ll be adding a link to our ads which will take customers directly from Facebook or Instagram to our online store.

When selecting the traffic consideration, be sure to name your campaign to easily track and identify the ad once it’s live. If you are sending people to a specific product, include that in the name. For example, “ShoeSale_Traffic.”

If you’re not sure which objective to select, ask yourself this question, “As a result of someone seeing my ad, what action do I want them take?” Do you want them to like, comment, share, click-through or watch a video? This will help you decide which is objective is right for your ad. Of course, if you’re looking to achieve multiple objectives, then set-up an ad for each goal and track and manage those separately.

Step #2: Audience Targeting

Now that the ad objective is dialed in, it’s time to decide who we want to see the ad. Identifying a target audience is where the magic happens with Facebook advertising. Again, as a savvy business owner, you most likely have a strong understanding of who your target audience is, but if you don’t have the demographics and shopping behaviors outlined prior to setting up your ad, it might be worth pausing here to make a list of what your ideal customers look like.

When creating an audience for your ad, you can define the group by location, age, gender, languages spoken, detailed targeting (which we’ll get into in a moment), and connections. The connections allows for targeting people who already like your page or you can exclude them, depending on your goals. I recommend if you are trying to target folks who already like your page, do not complete the detailed targeting section. The detailed targeting section works best to target a specific audience. Most likely, the people who already like your page will also fall within the parameters of your detailed targeting.

One of the great features to creating audiences is that you can save them to use again later -- such a time saver!

Step #3: Detailed Targeting

Just as identifying your marketing objective required some additional thought, so might your detailed targeting segments. To get started select the “Browse” option.  A number of categories populate. Here you can select the best parameters to reach your ideal customers. You can drill down by interest (hello, shopping and fashion interests!) behaviors, job titles, demographics, and more. You can even specify a specific income range or education level. This is very helpful if you sell luxury goods or items where you know your target customers have a large disposable income.

As you start to populate the detailed audience requirements an audience definition meter (shown on the right) will display your overall potential reach and daily reach on both Facebook and Instagram. This will also tell you how broad or specific your ad is. Keep in mind the broader your audience, the quicker your budget may be spent trying to reach the large group. Likewise, an audience that is too specific may not reach enough people to maximize results. Select enough parameters that keeps the meter in the green portion of the spectrum. This may mean making some adjustments to the detailed targeting segments to reach an ideal number. You can always make adjustments once the ad is running but aim for an obtainable potential reach to start.

Another tip while setting up your targeting segments is to use the “Narrow Further” feature. For example, the Interest in Online Shopping has a potential reach of a potential reach of over 939 million people -- that’s huge! Within that group you may be looking to only target those who have an interest in clothing or fashion accessories. This will reduce the potential reach and better target those with an interest in your exact type of product.

Step #4: Placement

Now that your marketing objective and audience is defined, it’s time to select where you want to ads to be displayed. Select either Facebook, Instagram or both. Depending on your selected placement you may be eligible for the Audience Network. The Audience Network is a newer feature which targets audiences on apps and websites. For example, if you have ever clicked on an article from your Facebook app, the article opens without leaving Facebook. Ads can often been seen throughout the article. If this is something you are interested in, you can learn more here.

Additionally, you can target those on specific devices or operating systems. Note that in order to  push your ads to Instagram you have to include mobile devices.

Step #5: Budget & Schedule

Next, it's time to set when your ad is going to run and how much you plan to spend. We recommend setting a lifetime budget and a standard delivery which allows Facebook to maximize showing your ad throughout the day to your target audience. Be sure to set your start and end dates for the campaign and verify the optimization that matches your marketing objective. In this case, it would be “link clicks” to drive customers to your website.

Step #6: Get Creative

Now it's time to get creative! There are two ways to set-up your ad creative. One is using an existing post from your page. In order to do so, just select the “Use Existing Post” and this will allow you to select the specific post to be applied to your paid campaign.

In this example, we’re going to stick with the single image ad promoting shoes in our fictitious online store example. Facebook has free stock images available but we strongly recommend uploading your own imagery which is in line with your brand. Include a logo or call-to-action on the image. Just remember that Facebook only allows up to 20% of the ad image to contain text. If you’re not sure what percentage your copy covers, use Facebook’s overlay tool by uploading your image and using their grid to measure.

Once your image is uploaded, you can continue to build out your ad to include the product’s website URL, headline, description and call-to-action -- There is even a “Shop Now” button, making it easy for customers to make a purchase right from the ad. Remember, in our example, the objective to this ad was to drive web traffic. This means including a link to the correct destination page. Be sure the link sends customers to the product shown and not your website’s home page. The fewer clicks someone has to take to reach the shopping cart, the more likely they are to purchase.

Be sure to add a caption to your ad and a headline which stands out. Do note that many links when added will auto populate a headline and description. You are able to edit this to your desired copy, in this example the headline could read “Shoe Sale.”

Now that you’ve created your ad you can scroll to the bottom and select “Place Order.”

Once approved, your ad will begin on the date and time you selected. Any time you visit the Ads Manager, you can monitor the results and make any edits to your target audience or budget as needed.

If you run your first ad and don’t see the results you desired, don’t give up. When starting with Facebook Ads, there is some testing that needs to be done to hone in on your target customers. Be sure to test different targeting segments and once you find the ones that works best, rinse and repeat for all your promotions!

We hope this guide helps you get excited about Facebook advertising for your business and helps you drive more sales and of course, we are always here to help.

The Team at Chipperfield Media