Picking Your Platform

social mix

Picking a platform is like picking the perfect outfit. You have to look at the weather, your plans for the day, which you are going to see; all in all it’s about finding the right fit. The same goes for your platform. One of the biggest mistakes a brand can do it utilize the wrong platform. If you wouldn’t wear stilettos to the gym, you probably shouldn’t use Twitter to attract the Baby Boomers.

Stephanie Schwab of Crackerjack Marketing has compiled a variety of charts explaining that not all platforms are a one-size fits all, as well as how much time you need to put into each platform to be effective.

CUSTOMER ACQUISITION:  twitter Instagram-logo-005

CUSTOMER RETENTION:facebook linkedin Instagram-logo-005

SEO: twitter linkedin official-pinterest-logo-tile youtube-logo

CUSTOMER SERVICE: facebook  twitter linkedin Instagram-logo-005

LEAD GENERATION:facebook twitter linkedin official-pinterest-logo-tile youtube-logo

Below I will outline some additional key features you should know before picking your platform.

facebook

FACEBOOK

Time Requirement to be Effective: 2-3 times a day

  • Pros:
    • Users: with 890 million daily active users it has a large network that can be utilized
    • Customization: allows for capturing the users attention
    • Engagement: the platform allows the user to ‘like’, ‘comment’ or ‘share’ which circulates content across a larger network
    • Analytics: internal analytics reporting allows businesses to find strengths and weaknesses
    • Linking: You can link your Facebook page to your website will increase your SEO
  • Cons:
    • Time: setup and maintenance will take time and energy and once the page socializes, a team will be required to handle customer service support
    • Reputation Management: customers typically will express dissatisfaction and you cannot delete their comment so you will need to address it. This requires time and finesse to handle the situation
    • Advertising: if you want your business to be successful on Facebook you will need to invest some form of money into it. Organic reach can only take it so far.

(Check out the full article HERE!)

twitter

TWITTER

Time Requirement to be Effective: 10 times a day

  • Pros:
    • Speed: today everyone wants everything in real time and Twitter allows for that need to be fed
    • Share of Voice: anyone can tweet and this “levels the playing field” between the big and small companies
    • ADD-Friendly: the constantly streaming information and endless accounts to follow is attractive to people who need “constantly changing environments” in order to keep their attention
  • Cons:
    • Clutter: sifting through the feed takes time and energy and makes it difficult for customers to always see your tweets
    • Consistently Inconsistent: since everyone can tweet, there are a lot of junk and mixed messages – most people do not consider it a reliable source of information because of this.
    • Time-Consuming: as stated above, you need to tweet 10 times a day to be effective in reaching your customers, which is a lot of content to create.

(Check out the full article HERE!)

linkedin

LINKEDIN

Time Requirement to be Effective: 1-2 times a day

  • Pros:
    • SEO: it allows businesses to have more exposure while highlighting the important features of your business
    • News: with the option of following certain industries or companies, you can stay up to date and also share with those in your network
    • Expertise: you can establish yourself or your business as credible experts in the fields which boosts overall attractiveness
  • Cons:
    • Time: initial setup takes a lot of time and attention to detail to ensure that everything is accurate and professional
    • Feed: LinkedIn feeds update fairly quickly so if you are looking for something it can occasionally be difficult to find. Status updates are not shared on the main profile page so you will need to know LinkedIn well to know where to look

(Check out the full article HERE!)

Instagram-logo-005

INSTAGRAM

Time Requirement to be Effective: 1-5 times a day

  • Pros:
    • Appealing to Millennials: millennials are ¼ of the US population and are a good target consumer
    • Images and Videos: both mediums are more attractive and encourage more interactions
    • Mobile Enabled: most people utilize phones for than laptops/desktops for social sites; therefore a platform made for mobile is better received.
  • Cons:
    • Links: links don’t work in captions which makes driving purchases more difficult
    • Limited Advertising: small businesses will have to forgo this option as it comes with a hefty price-tag

(Check out the full article HERE!)

official-pinterest-logo-tile

PINTEREST

Time Requirement to be Effective: 5 times a day

  • Pros:
    • Images can be Linked: Pinterest can drive traffic to specific landing pages thus driving sales
    • “Pin It”: allows sharing content from anywhere with ease
  • Cons:
    • Users: 80% of users are women thus missing out on half of the population and posing a problem for businesses who target men
    • Engagement: it is a less conversational platform

(Check out the full article HERE!)

Bonus Tip: Blogging has a time requirement of about 2 times a week

Once you have your platform, you can now move ahead and start picking your influencer. If someone hates being photographed, you may want to steer away from Instagram and if someone is long-winded you may want to steer away from Twitter.

Regardless of the direction you choose, always be sure that your influencer fits within the platform and the business.

 

 

All images sources within image

The Perfect Match

perfect-match

Finding the perfect match is hard, it takes time and effort. Sometimes things just flawlessly fit together and other times it takes significantly more work.

Everyone, at one point or another, has played the word association game. If someone says “Tell me the first word that comes to mind when I say ‘blue”, most people will respond with ‘sky’. The same idea applies to people and brands.  Every person and brand has that one main identifying quality.

When brands go out in search of an influencer in which to partner with, the first step always seems to be the obvious match. But what if it’s not that simple? When brands are looking for influencers and endorsers, it goes well beyond the initial identity.

When It Worked: The Power (Couple) Play

Tom Brady, the New England Patriots quarterback, is the face of football, so his deal with Under Armour seems like a seamless fit. He’s active, athletic and clearly an obvious (and ideal) consumer. What about his relationship with UGG Australia? What makes the ‘face of football’ a good fashion influencer? For those who don’t know, Tom Brady is married to one of the highest earning super models, Gisele Bundchen. Their marriage has allowed him to bridge the gap into the fashion industry. Since the partnership with Tom Brady, UGG has been able to increase their number of customers and sales, drawing from Brady’s fan base and the male population as a whole. The power couple’s status also extends to Gisele’s modeling career. She just signed a contract, breaking into the sports modeling industry, to be a face of the Women’s Under Armour Campaign, which one can only assume stems from her clear tie to the athletic community.

When It Didn’t Work: The Girl Who Doesn’t Drink

While some of these influencers are a perfect match, others are not. When Midori Liquor was looking for a spokesperson for their melon liquor, they turned to the elite Kardashian family, specifically Kim Kardashian (Now Kim Kardashian West). They assumed her lavish life-style, nightclub appearance and socialite status would attract a large audience to the product. One problem – Kim Kardashian does not drink. DailyMail obtained a quote in which Kim herself states, “Well, I’ve never really been a drinker. I hate the taste of alcohol.” Just a little outside knowledge and the consumer would realize that Kim Kardashian, in fact, does not drink Midori as much as was portrayed by the campaign. To those who follow Kim’s every move, her endorsing alcohol would be like a bald man endorsing hair dye. It just doesn’t work.

How do brands ensure that they have the perfect match?

In order to ensure that the perfect match is created, brands need to start with the obvious. Brands should think of entering the relationship with an influencer like a funnel. You want to move from the very high level of association to the finite details of their personal mission and values.

Below outlines how someone may choose whether or not to pair with Victoria Beckham. This chart serves as a basic outline for any brand to use when identifying an influencer. If at any time the brand and the person seem to be on two different pages, it may be time to reconsider.

Chart

While a quick google search can reveal a majority of these attributes and answers, an interview along with in depth research will yield the best results. Brands need to ensure that they are connected to their influencer. The brand needs to have some form of overlap in order for there to be an understanding and reality.

ASK: Could I see this person representing this brand in their daily life without changing a thing?

 

Image Sourced Here

The Top 5 Filters on Instagram for Advertising

Brands are constantly finding new ways to advertise themselves to the public through social media. Photos are the primary way of getting the attention of customers and with Instagram, it has become even easier to do so! But before a brand starts posting to the public, they need to make sure they’ve got the right filter beforehand.

The better set up a company has on their Instagram feed, the more likely they will receive engagement from their fans. The design of Instagram photos have to be engaging, flow together as one unit and pop with color. GAP, Starbucks and Urban Outfitters are perfect examples of Instagram feeds that truly grab your attention and reel you in to double-tap their images.

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A company can curate any content they wish, but if it doesn’t have the right aesthetic and proper filter, their advertising will fail miserably. However, if it picks one or two Instagram filters and sticks with them consistently, their ads will glow like the top of the Chrysler building.

Our team at Post And Promote has identified the top five filters a brand can use to market themselves to a wider audience and make their ads come to life through social media.

For lifestyle shots, white backdrops and extra sunlight or any photo taken outdoors:

  1. Gingham

If you’re going for an all black and white theme but want to keep the brightness up a bit:

2. Moon

For clothing lines and any food photography:

3. Reyes

For photos involving wood, counter tops, inanimate objects, or nature:

4. Slumber

If you’re trying to stay classic and keep your photo pretty simple:

5. Sierra

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While Instagram was the first to originate the “filters”, we find that most brands are using VSCO Cam (a photo editing application) to edit their ads and social media. Chances are most fashion lines and restaurant chains are using professional photos that are photoshopped but if a company is on the rise, they will often head to VSCO to edit their iPhone shots before taking them to Instagram.

Some of the best picks we’ve seen? C1, F2, HB1 and HB2. These filters work well with every type of advertisement ranging from lifestyle, wellness, food, sports and so on. While the app and other photo editing tools like it may cost money, don’t worry! You can always revert to our top 5 filters in the Instagram app itself.

Just remember, keep your advertisements consistent with your color and shape!