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Facebook Party

You likely read our blog about Facebook members not “Liking” brands. I doubt many, if any of you, went out and deleted your Facebook accounts so here is a blog on how you can increase your potential engagements as a brand who utilizes Facebook.

The information in this blog was extracted from Buddy Media’s 14-day study of 200 of its very own clients pages. The studies show that more and more Brands are seeking Facebook users as potential target markets. Let’s be frank advertisers are inherently lazy and consumers are becoming more an more elusive. Many blame the over saturation of ads on Myspace.com for the demise of this Social Giant. Yet advertisers will simply follow the herd.

Your goal as a Brand should be to extract your target consumer from these Social Media giants. If you can’t or won’t extract, in the very least, engage. No one likes the guy at a party that just stands around and watches everyone and yet no one at the party knows the guy. Awkward or creepy is how you would describe that person. Yet brands tend to do the same thing on Facebook.

One of the biggest mistakes brands make is they look at these platforms as where the consumers are, instead of looking for their consumer. They are content with hoping or praying that the consumer somehow finds them or they can hire an influencer to push potential consumers to you. This is worse than being the creepy guy standing around not saying anything. Now the party is at your house and you are still awkwardly silent.

Social Media is about being social. Facebook is open 24 hours a day 7 days a week. What does that mean? That means that Little Jimmy does not have to wait until his friend Tommy gets back from Grandma’s to show him the new bike he got for Christmas. Yep Facebook is even open on Christmas day. It never closes.

Yet the MARCOM’s or Social Media Managers tend to work 9-5. Which means even if we are trying to engage our consumer we might not be doing so at the right times.

Be Timely

The study found that daily Facebook engagement has three peaks: early morning (7 a.m. EST), after work (5 p.m. EST) and late at night (11 p.m. EST). Therefore, posting all of your updates during the workday means you’re missing key opportunities to engage fans at non-work hours. However, not all brands’ engagement peaks at these three times — Playboy’s engagement peaks in the wee hours of the morning, for example — so you must work on a case-by-case basis.

We have tools that allow our Brands to communicate on and off the clock. They are readily available to anyone who can use Google to search. The common mistake brands are making is hiring a Social Media employee and utilizing that person during the work day. The hours of work need to be split between finding time to engage with the consumer and research what the best engagements are. In essence find time to listen to the conversation before you jump in. The only thing more awkward then the silent guy at the party is the the guy that keeps jumping into conversations off point.

Think about how you would like to be engaged and when. Mon-Wed are usually stress days and Thursday through Saturday tend to be fun focused. Thursday actually being the most meaningful day to engage potential consumers. This is very similar to old PR strategy. We have advised many on the importance of using key days of the week to stage news. As an example bad news is best released on a Friday so the weekend gives them time to calm down or forget. Brands often forget Sunday’s, this could be a huge mistake. Sunday is a great day for engaging. Friday’s not so good.

The problem with PR is the same that you will Social Media. Brands tend to be lazy and they will start “stacking” news around these dates and ignore the less responsive days. This is a tragic error. You should increase your frequency of engagements on the good days but also engage on the down days. Not just 9-5 engagements either. Social Media is not about being a robot and the minute you think you have your consumer figured out, they are on the move again.

There are various ways to enhance the timing of your engagements. Be timely, on topic and pay attention to your targets behaviors not just your allotted time to create the engagement. Brands should consider how timely they are being.

Be Concise

The text box is not a glass and does not to be filled to the rim. Tweetlonger or anything that allows you to extend past 140 characters is a blog not an engagement. Do not become Chatty Cathy and hopes that someone will listen. Social Media engagement is as much about what you did not say. Keep the post under 80 characters if possible.

The study showed tweets under 80 characters garnered 27% more engagement than posts that were more than 80 characters.

What about the URL tools that shorten the URL? Surely they will allow for more right? Nope! In fact the URL tools like ow.ly and tinyurl actually have the opposite effect. Studies show that people are three times more likely to click your link if they know what they are clicking on. http://www.yourbrand.com is going to get more clicks then the URL extension created by tinyurl. Brands would be better served to create their own branded URL shortening tools. Or get creative and use less characters and more URL.

Words ranked in order of their effectiveness at converting Likes and comments


Ask to be Engaged

Just ask. Yes it is as simple as asking. Again let me reference the party setting. So you are at a party and you see someone that you are attracted too. Do you think if you spoke with the person, found out about them (make sure you really do like them) and strike up a conversation they might like you back?

Brands fail to engage and yet they expect a consumer to Like them because they found them on Facebook? Fact is you need to engage and learn about the person you are hoping to get to like you. Don’t just hope your good looks will Carry you through the relationship.

Miracle Whip has one of the best campaigns I have seen that does just this. They are asking consumers to tell them if they like Miracle Whip or do not. Another effective tool is to let the target consumer know why they should like you. “Like us if….” is way more effective then asking for a “Like”

“Like” is and should be viewed as the lowest form of engagement you can have. This simple engagement is viral and highly effective when done right. Remember, “liking” only takes one click and then the “liked” item is syndicated on a user’s own page, so don’t be afraid to ask for the thumbs up.

The same goes for comments — outright saying “post,” “comment” or “tell us” motivates fans to engage. If you’re seeking answers, put a simple “where” or “when” or “would” question at the end of the post. The study showed

you’ll get 15% more engagement than if the question is buried in the middle. Shy away from “why” questions, as they seem invasive and ask much more of a user than a “what” question.

Social Media and the engagement is not some new creation or way of thinking. We just have technology and solutions that bring the masses together, we can reach more people over longer periods of time. We just need to know when and how to engage.

Jason Genet

IngrainedMedia.com


The iTV Movement

By now everyone has seen a Apple TV or Google TV device. My under $2000 dollar LED TV came with WiFi and streaming content from over 100 TV channels, access to new release movies as they are available and a whole host of other contents at my fingertips pumped into my living room. I am the captain of my content. I have my DVR recording my TV shows and I still buy the occasional TV series on DVD. I have spent a lot of time and money making sure I can watch what I want when I want.

Google TV

The cheapest gadget is my cable set top box provided by Cox Cable. This baby cost me $5.00 a month and I can record what I want and watch it when I want. I can record it and keep it and best of all I am not a slave to the commercials. As a matter of fact I am usually drawn into commercials when I am watching non-modern TV set ups. I am surprised by the amazing quality of the ads and yet it is too little to late. If I am viewing your commercial on TV I am likely too cheap to buy your product. It only cost $5.00 a month to avoid the ads of those who helped fund the content I am enjoying. I sometimes have to stop myself from complaining about the crappy level of TV shows we have on TV these days. I am then quickly reminded that I just skipped past the persons message who is paying for the content to be created. I am a part of the problem or movement.

I am not alone, I am just a lot older then most of those involved in the movement and they rarely talk to us “old guys”. The iTV movement is upon us. In a recent independent study (away from Nielsen ratings etc.) of how those 34 years of age and younger Social Media users how they watch TV and Videos online. The results are conclusive that the Movement has begun.

-Only 12% do not subscribe to some form of Cable or Satellite Service. Of the 12% it was reported that 8% of them used open air antenna’s to receive a TV signal (primitive).

-58% of the users watch more online TV then they did last year.

-75% of the users are using some sort of DVR device to record their TV shows.

-64% of users rely on YouTube, 47% rely on Hulu (which is owned by the networks and currently considering a business model change), 33% on Netflix (which is now surging and will likely pass Hulu next year), iTunes represents 15% and the rest is spread out amongst other online solutions. User generated content followed by Network created content.

-80% of those surveyed, who were 18 years old and younger watch TV online, those 18-24 were at 79%, and even the 55 and older crowd came in at 31%. A stunning 72% of those aged 34 years and younger watch their TV online.

-55% even recorded live TV

The iTV movement is upon us, particularly for those 34 years of age and younger, who are willing to watch their TV online. The majority of respondents are recording their content on DVR’s such as TiVo. With over 72% those aged 34 and younger are watching their TV shows online. With Twitter and Social Media being so real-time it is surprising to see how many really watch the content on their time.

We think the online community is set to quadruple in size by 2014. This will mainly be impart to the iTV Movement.

Jason Genet


“I Just Downloaded the App for the Articles”

Playboy Magazine is one of the ICONS of the print industry and also in deep financial trouble. Playboy recently launched it’s own App for Apple’s iPad. They are not the first print magazine to go digital. Maxim Magazine and National Geographic were available when the iPad first launched.

So is this too little too late or will it be enough to help save the Playboy Empire? Playboy has a history of being a game changer but has seemingly failed to be an early adopter in the last few years. While many will argue that Playboy is not pornography, and many husbands have successfully won the argument and subscribed, they missed the changes in the online and streaming porn industry. Stuck firmly in it’s legacy of building Clubs and it’s subscription base.

The readers want their content and information as it unfolds not snail mailed. The pictures that are in the magazine often hit the web long before the magazine hits newsstands. While they are showing Pam Anderson the Internet is showing Pam and Tommy. Delivering their content electronically will reduce cost, increase advertisers ability to interactively reach their target consumer and hopefully allow Playboy’s time to market to improve.

One thing is clear, like many large marquee brands, their slow uptake to the Internet and the real-time content that their subscribers are being conditioned to having. The App is a great first step in the right direction, let’s just hope they are not too late to the game. Personally really enjoy the “articles”.


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