Tag Archives: Social Media

Empathy: Where is the Data?

Where is the data to back up your claim that posting products or services online work? Have you ever been asked this question by a client? Well, the answer is very simple!

There is no data and the reason for this can have a number of contributing factors?

 

 

When clients engage with Digital Marketers they think ok, now I have taken this person on board to sort out my online marketing everything will change I am going to receive orders left, right and centre. The phone is never going to stop ringing with orders.

Wrong! What do you mean wrong? Digital Marketers are not miracle workers. We do the job based on the information you give us. How we put this information together is our job.

A large number of small and medium sized businesses either don’t have the time to engage online or make the big mistakes of posting content that keeps pushing products and services down consumers throats. This is the first mistake, let’s step back and take a look at marketing 10 or even 20 years ago.

Before the era of Social Media, there was a different form of advertising Newspapers, Magazines, TV, Radio, Billboards, although the target market was limited to the budget you had, the message was still the same. Grow your audience by creating the right outcome for the customer.

Let’s take one example from back then and compare it now. Let us examine one of the most iconic ads the Coke Cola Ad from 1971 I’d like to teach the world to sing. This ad was shot on a hilltop in Italy with a number of people from different backgrounds singing the song. The story goes that a Senior Executive was flying to London and his flight was delayed, he notices a large number of people in the queue annoyed. The next day while walking through London he spotted some of the people from the flight, laughing and joking over a bottle of Coke Cola and thought about it and witnessed that Coke Cola brings people together everywhere in the world. This inspired him to create this ad.

The key point to take away from this is empathy with the customer and making your message memorable. He touched on many different emotions in the ad from diverse cultures, togetherness, unity, clean fresh air, happiness and brand placement. Never once did the ad tell you to buy a bottle of coke instead they laid the seed for you to go and buy one now to capture what these people were feeling, joy happiness and togetherness.

This ad was replicated in 2011 the 20-year reunion with the same singers plus their families similar to the first ad with one change saying ”You can’t beat the feeling” The key messages Coke Cola focused on where nostalgia, family, and the customer’s outcome. If you buy one you will get that feeling, both ads create empathy with their customers.

When you move from forcing your message on customers and concentrate on gaining empathy with your customer the results increase your chance of conversions to sales. Studies have shown a much higher rate of engagement when this is done. As businesses start to understand this and take advantage of it, they now have so many different ways to reach consumers with social media today. The key factor is focusing on the outcome for the customer and not the solution because if you give them a better outcome the solution becomes easier to find.

You can hire a social media manager to send 10 tweets a day and get a pretty graph, or you can hire an empathetic, business focused, social media strategist that will make a holistic difference to your brand/image/business.

The role of a Digital Marketer is to establish the requirements of the client and then to create empathy with their customer and deliver meaningful, useful content that will result in engagement with the brand and turn into leads or conversions.

Talk to you soon. Alan

For more details on any of the topics covered above or for training on Social Media. Please do not hesitate to contact Alan.

Website: www.kompassmedia.ie

Email: alan@kompassmedia.ie

Twitter: @kompassmedia

Employee’s Advocacy on Social Media

Question. Why Your Employee’s Advocacy can increase leads and sales from Social Media.

Most companies today have embraced Social Media into their Marketing Strategy whether it is on Facebook, Twitter, and LinkedIn. There is a limit to how much influence, time, energy and content that brands/companies can push out to their followers or fans.

Companies’ give very little thought to one of the most powerful, untapped resources sitting right under their nose with the potential to reach new customers every day.

Your employees can become a secret army on Social Media for your business. Studies show that employees whose social media accounts contain 561% wider reach than your business accounts combined, this also provides seven times more likelihood to convert to customers.

What are the benefits of employee advocacy on social media?

1.    Result in more traffic to your website

2.    Increase in lead generation

3.    Stronger Social Influence for your company

4.    Wider visibility about your brand or business

So how do you get your employees to share your content?

You would be surprised how many employees want to help build a company profile online. Often, companies develop a social media policy which restricts staff members from disclosing information about the business. Creating an easy to understand policy with guidelines can help.

The key is to make it simple for them and easy to share. A lot of businesses are now incorporating social media training as part of self-development programmes for the employees. It’s like the old story: “you can lead a dog to water but you can make him drink”. This is where training is vitally important

There are many different levels of understanding when it comes to social media. Training from beginners to advanced levels provides this and the benefits for the employee and the company is vital to the success of these programmes.

It also works on a two-tier basis:

1.    Increased self-development providing individual knowledge and training creates loyalty to the business.

2.    Training and understanding develop stronger visibility for the company and increases leads and sales, to new target audiences plus strengthens the company’s online presence.

Why would you not want to tap into the connections and reach the audience your employees already have?

Through social sharing, employees get a sense of being a bigger part of the company and also increase productivity. Which in turn leads to expanding their skill set and longevity for the business.

The added bonus with employee advocacy is being able to measure your current marketing strategy and understand what content is working and getting the most shares and what is not.

Your employees may also be able to guide you further content as they are the face of your business on a daily basis and see the pain point customers are experiencing.

The key thing to take away here is that with the right training, your employees can become your best advocates for your brand and business.

The fundamental understanding is buyers trust employees over brands and even CEO.

For more information on bespoke Social Media Training for your employees or team.

Contact Alan from Kompass Media

Tel +353 86 8459960

For more details on any of our Training Courses.

www.kompassmedia.ie/socialmediatraining.

Twitter: @kompassmedia

THE SOCIAL MEDIA CLINIC

 

Wow!

Some great takeaways from

The Social Media Clinic at The Biz Expo

 

 

What an amazing day we had in The Social Media Clinic at The Biz Expo in The CityWest Convention Centre on Tuesday.
We were joined by a group of experts in Digital Marketing and Social Media,Grey Fry, Alan Hennessy, Melanie Boylan, Denise Whitmore, Stephen McDonagh and David Browne. Each member of the team brought their own different area of expertise to the clinic to help answer questions for all of the attendees and exhibitors about Social Media, Digital Marketing and how to increase your presence online.
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The Digital Doctors were also able to do ‘house calls’ to help the exhibitors that could not leave their stand, which was commented on by Darren Murray from Bailey Hygiene saying that he was delighted to get some advice on LinkedIn by the Doctors on Call!
We had some very interesting questions on a wide range of topics here are some of the most asked questions:
“I am on Social Media but I am not getting any results, can you help me?”
“Should I be spending money on Facebook Ads?”
“How do I grow my audience on Twitter and Instagram?”
How effective is Pinterest and how do I use it?”
“What are Hashtags used for?”
“How can I connect with the right target Audience?”
“I know I should be on Social Media but I don’t know where to start”
“How do I set up a YouTube Channel for my Business?”
As you can see there was quite a varied selection of questions asked on the day. Everyone that came to the clinic said that it was an excellent idea as some of the events and seminars they had been to previous to this one did not get personal with the problems they were having on social media or they felt silly asking very basic questions. When they left the clinic nearly everyone said they were delighted they came over to us, because they had learned so much  and did not realise that certain tools could make their job easier online.
The experts were also delighted as they also learned that some of the tools that  we take for granted are not  as well known by the micro businesses and gave them a better understanding of where they can now assist these businesses going forward.
Some of our experts also conducted some workshops throughout the day which were very well received by the audience.
Greg Fry spoke about “The Power of LinkedIn”
Denise Whitmore talked about “Twitter for Business”
Melanie Boylan showed us “How to make money from Facebook”
Alan Hennessy showed us some great “Social Media Tools for Business”.
The idea behind the Social Media Clinic was to give a resource to  SME’s and help them. Over the next few months we will be running events based on information and data we collected from emails, phone calls and from everyone that attended the Biz Expo . We have set up a team and more details of Newsletters, Ebooks, Seminars, Live Streams and Skype sessions.
I would personally like to thank Greg, Melanie, Denise, Steven and David for their support and the wealth of knowledge they brought to The Social Media Clinic.
As Barbara Gordon would say “Amazing”
If there are any items or topics you would like us to cover, we would be delighted to hear your suggestions. Please drop me an email to alan@kompassmedia.ie or  alternatively give me a call Mobile 086 845 9960
Thank You
Alan Hennessy (Head of Digital at Kompass Media)

LinkedIn Groups

7 Tips for LinkedIn Groups

Companies and brands have seen the power of LinkedIn for building communities, sharing knowledge and learning  from each other. LinkedIn Groups can help achieve this with engagement, motivation and contribution. Now small and medium size businesses can utilise this forum to build relationships with customers, partners and prospects.

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We have put together 7 tips to help you interact when you join a group. 

  1. Join new groups that are relevant to your industry so you can share interesting content or learn from others.

  2. Start a discussion about something relevant to the group – get your name out there!

  3. Comment on discussions that others have started – people will start to realise you have something interesting to contribute.

  4. Add a “promotion” if you have a special event or upcoming class that you want to promote and share.

  5. Connect with people that you’ve interacted with in the group.

  6. Start a group so you can connect with like-minded people and be seen as a passionate expert in your field.

  7. Read the popular discussions in groups to learn what people in your field want to talk about.

For more information on groups and how to set up your own group and build your own community, contact us today.

Kompass Media provide courses on all Social Media training. View our website for more details. www.kompassmedia.ie/social-media-training

PERCEPTION OF SOCIAL MEDIA

What can we learn from Social Media? Over the past number of years, I have taken on the role as a social media strategist and in that time, I have learned a lot of new skills but the biggest learning curve for me is how people interact and their perceptions when it comes to social media.

We all understand that nobody likes things pushed down their throat, but yet companies continually try to do this when posting on social media. When I speak to clients for the first time, I always ask them what are they trying to achieve with social media.

Their answer is nearly always the same:

  1. Everyone is on social media and I need to be there.
  2. That is where my customers are.
  3. I want to sell online.
  4. I need to be on all platforms.

Some of these answers are right and some are so wrong. Before you start any online campaign you need to decide what objectives you want to achieve from all the work you are going to put into this.

  1. Do you want to build your community?
  2. Do you want to create awareness of your brand or product?
  3. Do you want to generate sales and conversions?
  4. Do you want to engage with your customers/clients?

The next piece of the puzzle is to understand where your customers hang out online. Are they on Facebook, Twitter, LinkedIn or YouTube? When are they online? What is the best time to get their attention? You should invest time creating a Buyer Persona of your customers, this will help you be more targeted in your campaign and more focused.

When you have figured this out you can then concentrate your time on one platform and when you have mastered that one expands your reach out to the other platforms to increase your brand or product awareness. Doing this will give you a better understanding of new potential clients you can gain.

Like in traditional marketing, in order for customers to buy from you, you first need to build up relationships with them. Start conversations, interact and answer questions, give some advice. This will demonstrate your knowledge in your chosen field. Use the 80/20 rule, 80% advice and 20% sales, if you stick to this rule, you can build strong relationships and engagement  which will increase likes, followers, members and subscribers.

To create awareness of your brand or product use simple steps to help people understand what you do or what your product is. A rule of thumb I always use is, would this post interest me if I was browsing? With this in mind, create your post that engages your audience. Each social media platform has a different tone of voice so remember this when you are creating content.

Some businesses are very good when it comes to adding a call to action (CTA). Remember a call to action does not have to be a freebie or a discount. It can be a number of different things. Every post you create should have some sort of CTA and I would advise you to mix it up. Try a few of these examples:

  1. Add a link to a landing page on your website that is relevant to your post.
  2. Download Ebook  or white paper.
  3. Share a link to a blog you wrote.
  4. Invite them to subscribe to your newsletter.
  5. Add a link to an event you will be exhibiting or speaking at.
  6. Give a Discount on one of your product or services.

differenceThis call to action should always direct back to a specific landing page on your website and people are nosey and will always have a look around, your website after they have found the reason for going to it in the first place.

A golden rule with websites is, if it is easy to navigate,  simple, clean and useful to the customer they will use it and return which increases your ranking on google and converts to enquiries or sales.

Kompass Media provide training on Social Media check here for more details 

If you would like to discuss any of the topics above please drop me an emailalan@kompassmedia.ie or give me a call Mobile: 086 845 9960

Social Media Training.

TIPS TO CREATE AN EXCELLENT SOCIAL MEDIA POST

I was asked the other day, how do I create an engaging social media post. This got me thinking and thought I would share 5 tips that can help you with this.

  1. Good Content
  2. Visual Content
  3. Positivity
  4. Engagement
  5. Timing

1. Good Content

  • No one wants to read boring posts!
  • Find ways to compel your audience
  • Interesting excerpts or funny commentary makes article links more engaging

Tip: Before you post, ask yourself would this interest you if you were reading this and would it catch your eye. 

2. Visual Content.

  • Visuals are processed 60,000x faster than text
  • Images on social media get more engagement than links and text

Tip: Couple a great image with your text post and links to encourage engagement

3. Positivity

  • Positive content gets more likes and shares on Facebook than negative content. 
  • Positive content also gives a better impression of your brand or business.

Tip: Keep your posts upbeat and never complain or criticize another business online.

4. Engagement

  • Tweets that include the phrase ‘please retweet’ get 4 times more retweets
  • Facebook posts that mention ‘like or share’ are more likely to receive that action

Tip: Use calls-to-action to increase engagement, but don’t overuse them or your posts might seem ‘spammy’

5. Timing

  • Know when your audience is online on each network
  • Schedule your post for maximum reach

Tip: Make sure your posts are timely and current based on the latest industry-relevant news and events. 

If you take these tip into consideration when you post on social media you can increase your potential to reach your customers. If you are interested in finding out more about posting on social media. Have a look at social media training page on the website for more details.

If you would like any more information on any of the tips covered in this blog please contact me Email: alan@kompassmedia.ie

LinkedIn Training

CREATE A KILLER LINKEDIN PROFILE

Creating a killer profile on LinkedIn can take time but it is well worth investing your time to do this. 

Why should you build a complete killer profile?

Users with complete profiles are 40 times more likely to receive opportunities through LinkedIn.

Let look at the reasons for doing this?

  1. Increase your visibility
  2. Showcase your talents
  3. Showcase your knowledge
  4. Be recommended by your colleagues 
  5. Connect with Influencers, partners and prospects.

Where do you start?  

FIRST SECTION.

HEADLINE.

This is the most important part of your profile, be creative and include key terms that make it easy for people to identify your industry and the role or roles you hold. 

NAME. Include your first, last and middle name (if applicable) 

LOCATION: Let people know your territory and country

INDUSTRY: Choose the industry you work in.

URL (Your LinkedIn Page). You can customize the LinkedIn Url to make it easy for people to find you. You can find this URL under your Photo (Example https://ie.linkedin.com/john-smith6632/9813) why not change it to read https://ie.linkedin.com/johnsmith 

PROFILE PHOTO: A picture can paint a hundred words, so make it count. Include a professional or semi-professional photo of yourself. Adding a strong photo to your profile can result in 14 times more profile view. 

SECOND SECTION.

This section should tell a story about you. It can be adapted to suit the user in order of preference by clicking on the double arrow in each section and moving it up or down. 

SUMMARY: Create a good summary to the success of your LinkedIn profile, as this is the most common section that people will view and make their decision to read on. Write a concise description of your values, present and future business ambitions. You can also add documents, photos, links, video, and presentations Keep this section positive and highlight your skills and accomplishments. 

EXPERIENCE: Be precise in your past experiences and current role(s) show details of what was involved within each role. Try to avoid using buzzwords, show versus tell about your skills and talents, for example instead of saying “excellent salesperson” show awards received or sale metric achieved. 

EDUCATION: Include information about degrees acquired and school attended. Including this information provides opportunity, to make connections with other alumni and also show competencies to others.  

CERTIFICATION: Showcase your certification that you have received. This also shows your commitment to completing courses or degrees you have done. 

SKILLS & ENDORSEMENTS: Add skills that demonstrate your professional roles, experience, and contributions. This attracts those who can validate your skills and give you recommendations based on your skillset. LinkedIn members that include skills in their profile on average receive 13 times more profile views.

PROJECTS: Include projects to validate skills and reinforce assertions made in your description. Add links to current projects to support credibility. It is very important to showcase these skills. 66% of companies will hire based on experiences. 

CONNECTIONS: Be strategic in making connections with coworkers, peers in your industry and present and past clients and customers. You can add up to 30,000 connection but you can only send out 3000 invitations. Please be realistic when inviting connections it is about quality nor quantity. 

GROUPS: Join groups to maximize LinkedIn networking potential and utilize the ability to contact others group members. 

If you require any further information about LinkedIn. We supply one to one or group training on this platform. See Link below

Here is the link: http://www.kompassmedia.ie/social-media-training/linkedin-training/

Email: alan@kompassmedia.ie

TOP 10 BENEFITS OF SOCIAL MEDIA

What are the benefits of social media,This was a question a customer ask me the other day and it got me thinking? How can I explain it to him without confusing him. So I have put together a 10 benefits of social media marketing that made him sit back and think about why his  business needs to be social.

Social Media can assist any business and if you do not have a presences you are in the minority. There are so many different ways to connect with your audience today, increase sales and improve your business.

 

  1. Increase Brand Awareness                                      

  2. Improve Brand Loyalty

  3. Increase prospects to Convert Sales

  4. Higher Conversions

  5. Better Brand or Business Authority

  6. Increase Inbound Traffic

  7. Lower Marketing Costs

  8. Higher Search Engine Rankings

  9. Better Customer Experience

  10. Gain More Customer Insights

So Lets Break These Benefits Down

1. Increase Brand Awareness

Your Social Media Channels give you another opportunity to promote your brand or business for a fraction of the cost of traditional marketing. These platforms can reach out to potential new customers if targeted correctly through demographics, location and interests.

2. Improve Brand Loyalty 

In a recent study carried out by Texas Tech University, businesses that engage with their customers on social media enjoyed more loyalty from them. They also influenced new customers. With so many different ways to connect with customer brands can now get valuable information and create advocacy and loyalty to this business.

3. Increase Prospects to Convert Sales

Every Post or blog can increase options for your existing or new customers to convert. If you write blogs or post comments on any social media platforms, you need to write or share high value content that is relevant to your target audience and give direct links to the right landing page on your website, were they can find more in-depth information.

4. Higher Conversions

Social Media has a 100% higher lead-to-close rate than outbound marketing, and a higher number of social media followers tends to improve trust and credibility in brands or businesses, representing social proof. As such, simply building your audience in social media can improve conversion rates on your existing traffic.

5. Better Brand or Business Authority

Engaging with your customers regularly show of that you are listening and watching what your customers are talk about. When people comment or brag about a product or service you supply, they post on social media. And when they mention your brand or business name in a post , new audience members will take interest in you and  follow your updates. The more people that are talking about you on social media, the more valuable and authoritative your brand or business will seem to new users. Try to connect with influencers in your area of expertise on Twitter or other social networks, your visible authority and reach will increase dramatically.

6. Increase Inbound Traffic

Inbound traffic is limited to people already familiar with your brand and individuals searching for keywords you currently rank for. Adding social media profile increase more avenues which leading back to your site, and content you post on those platforms give more opportunities to new visitor. The more quality content you post on social media, the more inbound traffic you can  generate, and more traffic means more leads and more conversions.

7. Lower Marketing Costs

If you can spend just one hour a day to developing your content  and post it on the different social media platforms you could start seeing the results. Even paid advertising through Facebook and Twitter is relatively cheap depending on what you want to achieve, of course. Start small and you’ll never have to worry about going over budget—once you get a better feel for what to expect, you can increase your budget and increase your conversions correspondingly.

8. Higher Search Engine Rankings

SEO is the best form to attach traffic from search engines, In order to keep up to date with the ever changing algorithms you need to keep up to speed on them. It’s is not enough to update your blogs or even ensure optimised title tags and meta descriptions with links back to your website. Google and other search engines may be evaluating their rankings using social media presence, because brands are using social media. Been active on social media could be an indicator as a “brand signal” to search engines that your brand is legitimate, credible, and trustworthy. That means, if you want to rank for a given set of keywords, having a strong social media presence could be a key factor to this.

9. Better Customer Experience

Ensuring the customer has a good experience can be priceless to any brand or business. Through interaction and value added content on social media is an opportunity to publicly demonstrate your customer service level and enhance your relationship with your customers. If a customer complains about your product or service on social media platforms, you can immediately respond to their comment. It’s a personal experience that lets customers know you care about them.

10. Gain More Customer Insights

Social Media insight give businesses so many more opportunities to understand they type of customers they are attaching and gain a deeper insight into what they are looking at.  The key to success is knowing your audience. Social media makes this possible, and easier to accomplish than ever. With tools like Facebook and Twitter Insights  you can learn the dominant languages spoken among your social media audience, as well as their age and gender. This knowledge can help you cater campaigns and product offers to your target audience, which will provide you a better return on investment.

SOCIAL MEDIA NETWORK USERS

Social Media network usage over the past five years and can see a large increase in Active users online using social media. This may also be of use for students gathering information on Social Media for assignments.

In a report on Social Networking Quarterly from IPSOS MRBI (Appendix 4) it shows the largest Social Media penetration in the Irish Market: Facebook 61%, Twitter 29%, LinkedIn 24% Google+ 24% Instagram 18%

Social Media Networks

Social Media Platforms play an important role in how businesses target audiences make decisions. In a report published by (Nielsen 2015) 60% of consumers researched products through multiple online sources learning about a specific brand or retailer through social network sites. Consumers are more likely to read reviews online with 3 out of 5 creating their own reviews on products and services. Women are more likely than men to review online: 81% female vs. 72% males.

Consumer reviews are a more preferred source of research on a brands product or service. 41% of reviewers say they receive discounts for sharing brand experiences online. Social media users say they trust recommendations from social media networks, knowing that they have come from like-minded people. Consumers now write reviews to help protect others from bad experiences and 1 in 4 say they

share their negative feedback to punish companies.It has been established that 42% of 18 -24year olds expect customer support within 12 hours of a complaint being made through businesses social media platforms. (Nielsen 2015) 

Customers are now becoming brand advocates with 53% following brands through word of mouth recommendations, writing reviews and giving acknowledgment to the business for a great experience received. This now show the relevance the consumers have to a brand and the shift in power from the company pushing out their message to the customer who is now in control. (Nielsen 2015)