Archive for the ‘FaceBook’ Category

Know When It’s Time to Quit Using a Social Network

February 27th, 2013

There are DOZENS of social networking sites out there, and a new one popping up everyday. Not all will work for your marketing initiatives or your business needs. But it never hurts to try and experiment. When do you know it’s time to give up on a social network?

Hubspot’s article gives the right advice on reading the signs.

So, you want to stop wasting so much time, money, and resources on your social media marketing efforts. But, undoubtedly, you’ve heard numerous social media “experts” say, “You need to be on every single social network!” Well, that’s terrible social media advice, and you should simply ignore it.

While it’s a good idea to experiment with various social networks, you also need to make sure you’re following your analytics closely to assess if your efforts are aligning with your company’s goals, reaching your intended target audience, and actually moving the needle.

So whether you’re simply questioning if one of your social networks is really worth your time or are seriously considering pulling the plug on a seemingly under-performing one, here’s what you need to know first to decide if the time really is right to cut it out of your social media marketing mix.

Set Your Social Media Marketing Goals & Metrics

First things first. You’ll never know if your participation in a given social network is worth your time if you never set any goals for what you want to accomplish with it. What do you want to get out of your business’ social media participation? Determine which of the following metrics will help you align with your company’s goals and prove the success of your social media efforts:

Traffic

If you’re a small business just getting started with inbound marketing, a good goal to start with would be to simply drive traffic to your site from the social networks you participate in. After all, you won’t be successful with generating any leads or customers if nobody is even visiting your site from social media to begin with. Additionally, if you’re an ad-supported website, you’ll want to focus on growing your traffic numbers because more visitors means more advertising dollars.

Leads & Customers

You want to prove that your social media efforts are worth the return on your investment, right? Surely, you also want all those visitors from social media to provide you with their contact information so you can nurture them further down the funnel? Sharing links to your marketing offers and educational content with your audience on social media is a great way to generate leads that you can convert into customers, and establishing lead and customer goals will help you prove the ROI of your social efforts as they contribute to the bottom line.

Reach

If you want to continue growing and scaling your social media marketing efforts, increasing your social reach is an important goal to focus on. Think about it: If you’re constantly sending your messages to the same folks over and over again and failing to attract new fans and followers that you can convert, over time, your success in generating new leads and customers from your social media marketing efforts will decline. The greater your social media reach, the easier it is to influence other metrics like traffic or leads. If you’re looking to grow your overall reach, you’ll want to focus your efforts on attracting more fans and followers for your company pages. You’ll also find some great tips to help you increase your social reach in this post.

Buzz/Engagement

If you’re looking to increase brand awareness, buzz is something you should pay close attention to. Are people talking about your brand on social? Are your average number of mentions growing and scaling? Is that hashtag you’re using gaining some traction? If you want people referring your brand to their friends on social media, measuring buzz through metrics like mentions, comments, shares, and Likes will be a great focal points for you.

Sentiment/Customer Happiness

Is the buzz you’re creating of a positive or negative sentiment? Do people love your marketing, or are they unimpressed? How about your company as a whole? If you’re focused on improving customer happiness, take a look at your negative feedback over time in Facebook Insights, for example, and make it a priority to decrease this number.

Keep in mind that, based on your company’s overall goals and the performance of each social network as individual assets, you can certainly set more than one goal for your social media efforts.

Experiment With Your Social Media Marketing

So you claim your social media marketing efforts aren’t worth the time and energy you put into them. That’s a fair concern if you’re currently seeing little to no results, but that also doesn’t mean you should necessarily cut the cord on a social network if you haven’t given it the old college try. By that, I mean you should experiment!

Try out a variety of different forms of content and positioning on your individual social channels to test what works, and what doesn’t. Keep in mind that every social network is different — something that works well on one social network might not necessarily do well on another. It’s your job to figure out what those nuances are and cater your social media marketing approaches accordingly. Furthermore, don’t simply stick to what worked once and do it over and over again, because you’ll run the risk of completely boring and wearing out your audience. In social media as a channel in particular, you have to always be innovating, changing, and experimenting.

Try hosting a brainstorming session with some colleagues, creating some fun new images for Facebook, trying out some different tones or positioning in your tweets, or relating to your audience in different ways on Pinterest. Discover what your audience responds well to through gauges such as comments, Likes, shares, retweets, number of visits, lead volume, etc., and take note of any trends you see … but don’t only stick to those trends. Keep innovating based on what your audience responds well to. Does your audience tend to prefer pictures of people around the office, or do folks prefer funny memes? Do you get more retweets from your audience when you share blog articles or fun quotes? You can find details about post engagement through Facebook Insights, HubSpot’s Social Media tool, or Twitter’s analytics. If your engagement is completely dismal, it’s possible that you simply haven’t grown your reach enough and have too limited of an audience to entertain and target specific messages to. In this case, it might be time to take a step back and reevaluate your goals.

It’s good to get a grasp on what your audience enjoys, but it’s also important that your efforts are driving real results. Which leads us to our next step …

Measure Everything to Diagnose & Fix Inefficiencies

Now that you have a general understanding of which particular posts your audience “Likes,” let’s move on to how you can align these types of content with your company’s goals — and measure their success. If your primary goal for social media is to generate leads, you’ll want to look beyond what’s flat-out entertaining and start looking at what drives real results for your business.

Remember to create and include tracking and campaign tokens for every one of the links you post on your social channels. By including your medium (social), your source (Facebook, Twitter, LinkedIn, etc.), and your campaign (this differentiates between individual initiatives within a channel, such as LinkedIn Announcements vs. Company Pages vs. Groups), you will have much greater insight into what parts of each channel are performing well, and which are simply not worth your time. Here’s an example of a tracking token you might tack on to the end of a link might look like:

/?utm_medium=social&utm_source=twitter &utm_campaign=inboundchat

Once you start using your tracking tokens on a regular basis, you’ll begin to build a database of clicks, leads, and customers over time. Then, you can dig a little deeper and get down to the bare bones of where your issues (or successes) lie. Out of everything you’ve posted on social media in the past month, how many visits and contacts/leads are you generating? If you use HubSpot software, for example, you can find this information through HubSpot’s Sources tool:

HubSpot's Social Media Tool

In the example above, we’ve selected three different social networks to focus on. You can see that Facebook and Twitter are helping to generate a huge number of website visits, and a substantial amount of contacts as well. That’s great, but you can’t forget about your conversion rates. And you’ll notice LinkedIn has a much higher conversion rate than Facebook and Twitter. And while Facebook and Twitter may be the more impactful drivers of visits and contacts in terms of volume, you should also be considering the quality of those visitors and leads. And because a high conversion rate is a clear indication that your messages are aligned better with that particular audience, you definitely don’t want to ignore that.

So what can we fix here? Let’s work on growing reach, which will help generate more traffic, which will also help to increase lead generation — which aligns with your company’s overall goals. But before we jump in, let’s take a deeper look at our campaign tokens to understand exactly which initiatives within LinkedIn are performing well, and how you can leverage that to improve for the future.

HubSpot's Social Media Tools

Well — would you look at that! Not only do LinkedIn Announcements generate the most visits and leads, but they also have a high conversion rate, too! And to think … you were considering cutting that social network solely on accounts of its low lead volume! Nonsense! Hogwash! Poppycock!

If there’s a will, there’s a way. Your next step here would be to optimize and experiment with your LinkedIn Announcements to learn what works best with your audience so you can get more bang for your buck. And although this is the biggest opportunity for your brand, you shouldn’t ignore those other parts of LinkedIn as lead generation tools. In this example, LinkedIn Company Pages are performing with the second highest number of visits, and the second highest number of leads, but that conversion rate isn’t great compared to the conversion rate of announcements. Do you think there’s an opportunity to improve that visit to lead rate of your Company Page? I’d say so. So don’t knock it ’til you try it.

Set Benchmarks … and Compare Them

Now that you have an idea of how well your channels performed last month, you can get a much better idea of what to tweak for the future. Keep track of your visitors, leads, and visitor-to-lead conversion rate each month to see how you’re progressing:

Social Media Metrics

You’ll want to keep track of your progress for each social network over a few months’ time so you can get a sense of what’s truly working as compared to your target goals and metrics … and what is not.

You should also be careful you’re not basing your decision to nix a social network solely on the success of generating leads and customers. Keep in mind that attracting social media fans and followers who won’t ever buy for you definitely has its perks. You also have to remember that social channels can work in tandem with your other marketing channels to help make a greater overall impact. So if one of your social channels helps drive a great deal of traffic to your blog, but isn’t the greatest for converting leads into customers, this isn’t necessarily a bad thing! Think about how you can leverage your social media channels to achieve the greatest overall impact.

Let me explain through an example. To promote one of our recent blog posts, we created the hashtag #SocialMediaMyth as a way to track the social promotion of our “30 Terrible Pieces of Social Media Advice You Should Ignore” blog post.

#socialmediamyth

 

Now, take a look at the impact those social media promotion had on the blog …

 

30 Terrible Pieces of Social Media Advice You Should Ignore

 

If this is the case for you and your company, try adjusting your goals. For example, you might aim for more leads and conversions on your blog, and more visits from your social channels. Chances are, all that traffic you’re generating from social media is helping more visitors to learn more about your company, and getting them in front of the calls-to-action (CTAs) on your blog that will convert them and move them further down your funnel. Maybe your social media accounts are the most effective as traffic drivers, not lead generators. As long as they help you meet your end goal, there’s no shame in that.

Make Data-Driven Decisions Based on Your Results

So let’s say you’ve set (and maybe modified) your goals based on what your company needs and based on each social network’s true super power. You’ve also successfully experimented with your social media marketing, month over month, to determine what works and what doesn’t with your audience, so you can tailor your messaging from there. Furthermore, you’ve tried scaling your reach, and you’ve diligently measured your efforts from all angles, every step of the way to track key engagement metrics, leads, visits, and more. You know exactly what each social network does well, and why. Yet somehow, your results still aren’t proving the ROI of your efforts on a particular social network.

If you’ve done everything you can to try and improve the effectiveness of that social network, it might be time to cut the cord — or at least spend less of your precious time dedicated to it. It’s okay. You two have had a good run, but now it’s time to move on. Put more time into creating an incredible social machine on your better performing networks, rather than trying to squeeze even the slightest bit of performance out of a network that’s falling behind.

Originally published by Hubspot on Feb. 2th, 2013. Read the original article.

Behind-the-Scenes of Marie’s Interview for KQED’s “The California Report”

November 29th, 2012

It all started with a call to Muttville Senior Dog Rescue’s publicist, Patty Stanton. KQED was looking to interview a volunteer for The California Report’s recurring feature called “The Giivng State”. The segment spotlights  volunteers who shares their experience and passion behind their charitible work.

I was  honored when Patty offered it to me. It was a pretty exciting morning of the day that the interview took place. KQED intern Reena Flores captured the sounds and excitement of Muttville’s first ever Holiday Pup-Up Store last year (Dec 2011). We received a generous donation –  a huge retail space in a busy part of town a block from Van Ness. I envisioned this empty room filled with vintage decor and furniture with dogs relaxing in the front room’s bay window displays on classy armchairs and festive attire. The day Reena met me at the Pup-Up Store for the interview, it was really busy day! Lots of people were coming out to see what it was all about.

Reena followed me around with a microphone while I talked to dogs (yes I often do this!), and talked to people – welcoming visitors, answering questions about dogs for adoption, and directing volunteers where help was needed. We had Santa Paws photos, organic treats for sale, hot apple cider to warm up cold hands, and lots of adorable dogs looking for homes.

Muttville dogs willing to dress up as elves to find homes!

Reena captured roughly 2 hours, which seemed like 20 minutes with all that was going on.

I was thrilled to be able to rant on about how much I love saving senior dogs, and using my Marketing know-how for a cause that means so much to me.

I thank Muttville and Patty for giving me this opportunity to come out from “behind-the-scenes” for a moment in front of the mic, and have 2 minutes on my favorite radio station, NPR!

Muttville Senior Dog Rescue is a non profit organization that rescues dogs 7 years and older from shelters and people who can no longer care for them. Sometimes their guardians have passed away, and other times they are simply given away. For the last 5 years, Muttville has changed the future for senior dogs in the Bay Area, and beyond. The organization also strives to educate people on senior dog care to keep dogs in homes when possible. When Muttville is a senior dog’s last resort, they are given the medical care and TLC they need, and new homes are found so they can find new beginnings. Please check out Muttville’s website and read about the great work we do: www.Muttville.org. The work I do for Muttville has enriched my life and my career. Most certainly, it is the best work I have ever accomplished.

 

 

Reena Flores, Intern for KQED's The Callifornia Report interviewing Marie Macaspac

Here’s the interview!

California Report’s “The Giving State” Interview with Marie Macaspac,
Marketing Director for Muttville Senior Dog Rescue

 

Social Media Examiner’s “5 Ways to Build a Pinterest Following With Facebook”

August 7th, 2012

Thank you Social Media Examiner for this great advice. Even WE need to get up to speed and get this strategy going!

By
Originally Published August 7, 2012 Read original article on Social Media Examiner website

Are you looking to build a strong Pinterest following?

Did you know that you can integrate your Facebook and Pinterest marketing?

Yes, there’s a way to get Facebook fans to create exposure for you on Pinterest.

Establishing a large audience of followers on Pinterest is one of the most important aspects of a successful Pinterest marketing campaign.

Here’s the skinny: Although during the setup process you can choose to link your Pinterest account to your Facebook personal page, there is currently no way to automatically hook up to your Facebook fan page.

So what’s a business to do?

The truth is most business owners have not figured out a solution. They are failing on Pinterest because they think that they have to build a new following from scratch. Well, that is patently untrue.

Here are five ways to use Facebook to build your Pinterest following.

#1: Get a Pinterest Tab for Your Facebook Fan Page

The easiest thing to do is just go to Woobox and create a Pinterest tab for your Facebook fan page.

wooboxEasily get a Pinterest tab for your Facebook fan page from Woobox.

It’s very simple to do and requires little to no technical skills. Within minutes, you can have your Pinterest account in front of thousands of your fans! This way, whenever people come to your Facebook page to either check out your latest posts or learn more about you, they can also see that you are on Pinterest.

The Pinterest tab allows fans to view all of your boards and even your pins while staying on the Facebook platform. They will not be transferred over to Pinterest until they try to repin or comment on one of your pins.

pinterest tab fb fan pageWithin just a few clicks you can easily create a Pinterest tab for your Facebook fan page.

inside the pinterest tabInside the Pinterest tab as seen on the Facebook fan page.

#2: Post Pinterest Links as Updates on Your Facebook Page

There are a few different ways to use your Facebook status updates to promote your activity on Pinterest.

One way to build your follower base is to share the direct link to your Pinterest page as a status update and tell your fans WHY they should follow you on Pinterest.

What helpful information or cool contests will they have access to? Are there exclusive promotions? Why should they follow you on Pinterest AND Facebook?

facebook status update exampleExample post of a Facebook status update promoting a Pinterest business account.

The more specific you can be about the type of value you are creating for your followers on Pinterest, the more likely your fans will join you there too.

#3: Promote Specific Boards on Your Facebook Page

On Pinterest, people can choose to either follow all, or just a few, of your boards.

Because of that feature, you may find success promoting specific Pinterest boards on your Facebook fan page.

I recommend you promote a few different boards throughout the week.

That way, you have the opportunity to showcase your Pinterest account to a wider audience on Facebook, and you can introduce them to the diverse areas of value shared on your Pinterest page.

There are two ways you can promote a specific Pinterest board on Facebook.

  • Update your status by uploading an image of a pin to Facebook. Add a description and include a link to the board on which that pin is featured.
facebook pinterest board exampleExample Facebook post promoting a particular Pinterest board.

This works well if you have a really compelling image, because it will be granted more space on the Facebook newsfeed than a link.

  • Post the link to your Pinterest board as part of a status update. An image of one of your pins on that board will be automatically generated.
full board viewGenerate a full board preview (photo and all) by posting the board’s direct URL .

Posting the link will also automatically include the text in your board description.

Make sure that you add proper descriptions of the content when setting up your boards. I’m always amazed by how few people take advantage of this opportunity.

Look how brilliantly realtor Raj Qsar utilizes this space for his branding purposes.

His board description reads:

“Raj Qsar & Premier Orange County Real Estate – is one of the most dominant Real Estate Teams in the Orange County Real Estate Market. For over 15 years Team Raj Qsar has held the philosophy to give the best service and most qualified advice to both buyers & sellers.

Implementing honesty and integrity at the highest level possible and to enjoy the entire process along the way. We are truly passionate about real estate.”

raj qsar teamTake advantage of the description area below your board titles for adding value to your brand and board.

To add a description to one of your boards, simply click Edit Board and fill in the Description field.

edit boardAdd a description to your board by clicking the “Edit Board” button at the top of your Pinterest board page.

#4: How to Promote a Particular Pin

Sometimes the best way to really serve your Facebook community is to highlight the value that you are providing in one particular pin.

This is a great way to get maximum exposure when pinning your own original content. Remember these posts can and will be shared across Facebook by your fans.

The same two strategies apply here, as they do to promote a specific board above. You can either upload the image of the pin as a status update (or include a link in the image description), or you can just include the direct link to the pin in your status area.

promote a particular pinPromote a particular pin by pasting the pin’s direct URL into your Facebook status update.

When you post a direct link to a pin as a status on Facebook, the following information will be automatically added and visible:

  • The image of your pin
  • The name of the board that includes the pin
  • The caption that has been added to your pin

So make sure you have fully optimized both your board title and caption for maximum impact. Focus on creating intriguing board titles and including a further explanation of value in the caption.

#5: Promote Your Pinterest Contests on Facebook

Contests and promotions are becoming all the rage on Pinterest. They are a very effective way to quickly add a lot of new followers and drive a ton of traffic to your site.

Unlike Facebook, there are no real restrictions regarding the way contests are promoted and hosted on Pinterest. A great way to leverage both platforms is to promote your Pinterest contest on your Facebook fan page.

pinterest contest facebook fan pageExample of how Bergdorf Goodman promoted their Pinterest contest on their Facebook fan page.

Bergdorf Goodman recently promoted their Pinterest contest on their Facebook fan page by posting an image of one of the prizes with a brief explanation. They included a link to their blog within the description of the image where fans could find more details about how to enter.

Hopefully you’ve found these five ways to use Facebook to build your audience on Pinterest helpful. I know from personal experience that introducing your fan base to your presence on Pinterest is an effective way to get more followers.

Despite all the hype surrounding Pinterest, Facebook is still the largest social media network. Why not leverage the audience you have already built there and let them fast-track your success on Pinterest?

So what do you think? Can you see the benefits of using Facebook to get more followers on Pinterest? Leave your questions and comments in the box below.

Switchblade Creative Studios’ Marie Macaspac joins team of social network for animal lovers, Sharingpet, as Leadership and Outreach Advisor

October 17th, 2011

Switchblade Creative Studios founder, Marie Macaspac, has been dedicated to saving animals for the last 5 years as a volunteer, foster mom, and Marketing leader for Muttville Senior Dog Rescue and San Francisco Animal Care & Control, and has now been given a great honor to be  part of the Sharingpet team as their Leadership and Outreach Advisor. Sharingpet.com is a new social network for “pets and the people who love them”. We’ve been excitedly preparing for the big announcement of its launch date, October 20th at the Best Friends Society’s “No More Homeless Pets” Conference, an annual event where over 50 animal rescue organizations gather in Las Vegas, NV to discuss the animal rescue cause and find new ways to ban together to save more animals. Marie will be there along with Muttville founder Sherri Franklin and 3 fellow team leaders, Anne Lauck, Ellen Lazarus, and Patty Stanton.

Perfect for Sharingpet’s site launch, Sharingpet has also spawned this challenge: Save 1 million more pets in one year, with the help of their social network and their tools, Virtual Adoption and the Buy & Give Shop. Virtual Adoption hopes to change how the world sees animal rescue and adoption, allowing anyone to help homeless pets. The Buy & Give Shop is Sharingpet’s tool that hopes to give rescues a new substantial way of raising money for their organization. Sharingpet coined this phrase, “AdoptiON Movement” to describe what they are confident will change the world for animal rescue in the United States.

This video beautifully demonstrates the Sharingpet mission. Marie was very glad and honored to be the narrator:

The “Save 1Million More Pets” challenge, inspired by Sharingpet from Sharingpet on Vimeo.

The Start of Something GIGANTIC! Brian Barneclo’s Systems Mural Project

August 29th, 2011

Systems Mural Project by Brian Barneclo in San Francisco

You never know how exciting its really going to be until the paint goes up on the wall. Brian Barneclo completed his first week on the largest canvas he’s worked on, The Systems Mural Project located on 7th at Townsend in San Francisco. We’ve been on his team of advisors, helping to raise funds for the project since last year.  Brian has been confident that everyone will get motivation once he starts painting, and now that the time is here, we are definitely excited! Switchblade’s offices aren’t far from Brian’s canvas, so we’ll be dropping by, walking dogs, throughout the project.

Keep up with Brian’s latest updates on Systems Mural’s Facebook page

UPDATE! The mural was completed in September 2011. .Check out the new website, sfmural.com

CONGRATS TO BRIAN!!!

FaceBook Tab Manager…In short, we love it! PLUS Switchblade “Sharp Tip of the Week”

March 14th, 2011

The plugin developed by Carr Communications called Facebook Tab Manager has opened new doors for customization of FaceBook pages. Custom pages in Facebook were once limited to the FBML app that only allowed basic HTML. With the release of this app along with the upgrade to FaceBook Pages introduced on February 10, custom pages can now be built using WordPress.

So many new possibilities for landing pages, forms, engaging with FB fans , and another portal to access websites without leaving Facebook. We’re excited to offer these new possibilities to our clients!

Switchblade’s  Sharp Tip of the Week

Does your website utilize a form for site visitors to contact you and/or give you detailed information you need? Using the Facebook Tab Manager, you can now put that same form as a tab on your Facebook Page. And if you use a service like Mailchimp, it can be a feed of the same form that lives on your website so you still capture data to single database.

Our client, Jessica Lanyadoo, was the first to give us the opportunity to implement this feature to her Facebook page. She relies on her form to schedule new clients and existing clients, so giving her fans the option to sign up on Facebook will surely fill her calendar for the year (After just one month after her site launched in January,  Jessica was already booked through July.)