Trio Web Design
Trio Web Design

Recent FB Posts: Google Instant Previews & Identifying Generation C

posted by Trio Web Design    |   November 23, 2010 08:25

Hi Friends,

Just a quick reminder to check out our recent Facebook posts:

Google Instant Previews  

CBB Insight. Google rolled out a new feature called Google Instant Previews.  Instant Previews provides people with a screenshot of a website before they even visit it.  This new feature puts pressure on businesses to ensure that their website is visually attractive. 

Marketing to Generation C

CBB Insight. The Nielson Company released an insightful article about Generation C - who they are, how to communicate with them, and ultimately how to keep them interested in your brand.

Here is a link to our Facebook page: http://www.facebook.com/triowebdesign

Enjoy the read!

- CBB

Internet Marketing: Improve your online social networking strategy

posted by Trio Web Design    |   November 5, 2010 15:22

Hi Friends,

Finally - I am back.  Over the last two month I've been on "full-tilt" with no time to leisurely enjoy a cup of coffee and share interesting articles on internet marketing and social networking trends with you - sad really - I'm sorry.  The past two months marked Trio's strategic planning time for the upcoming 2011 calendar year.  After hours of brainstorming, long nights, and internal tweaking, we are all looking forward to rolling out some new initiatives in January!

To jump start my posting again, I found a great article called "How to optimize your social media marketing strategy" by Josh Peters, who is a social media and internet marketing consultant and co-author of Twittfaced.  

One of the biggest issues that businesses face when entering the social networking world is building an effective marketing strategy.  There is an overwhelming perception in the marketplace that networks like Facebook, Twitter, YouTube, and Linkedin generate leads all by themselves, with little to no effort required by the businesses. This perception is completely FALSE and will actually project a negative online image about your business.   

Josh does a great job of laying out the purpose and function of social networks and how to implement some basic marketing principles online.  

If you have questions about social networking and whether or not it is something your business should get involved in - contact us!!

Enjoy the read.

- CBB

 

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There’s nothing like the basics to help bring things back into focus when you feel lost. In “Marketing 101,” the acronym AIDA stands for Awareness, Interest, Desire and Action. This is the most simple and rudimentary of sales and marketing funnels and is still incredibly relevant today when it comes to social media and Internet marketing strategies.

Each section of AIDA represents a section of your sales and marketing process and can help you set your expectations, decide what to monitor, and visualize the relationships between each part. Understanding the flow of the tools and tactics will also help you get your measurements and analytics in line with your goals.

Here’s a closer look at the breakdown of this marketing funnel, some tips on how to apply it to your social media strategy, and a look at how the model is evolving in the social media age.

 


 

 

AWARENESS 

Awareness is social media’s bread and butter. Twitter, LinkedIn, Facebook, YouTube and other networks are built for this. You can’t easily display your inventory via Twitter, set up a shopping cart on LinkedIn, or fill orders through YouTube. These networks are not going to be your point of sale. Instead, they are your communication and outreach tools — the spokes that lead back to your hub (sales page, blog, site, etc.) where you will be making your conversions.

Awareness can take many forms, but its main goal is getting people to know you exist and that you can solve a problem they might have. At this level, conversations, interaction and content are king. A few metrics you might want to measure around your brand are conversation frequency, increased mentions and sentiment.

 

 

INTEREST

Now that you have their attention, you need to get customers interested in your product. You can bolster interest with offers and compelling reasons why you’re better than the competition, and how you can solve customers’ problems. Features and benefits weigh heavily in this level, and social media can help you kick their interest into high gear.

If you’re running a pay-per-click (PPC) campaign and have some targeted landing pages set up for your products or services, those are what you want to link to — not your homepage. Even if you’re not utilizing paid ads, the same strategy of linking to targeted pages through social media is applicable. A few of the metrics you will want to look at here are CTR (click through rate), retweets (of deals and links), and conversations about specific products.

 

 

DESIRE

Social media can help bolster desire through communication and engagement, but to fully satisfy someone’s desire to buy, you need to have a site that is streamlined and optimized. Recently, I tried using a popular car rental site to make a reservation, but it was so difficult to navigate that I gave up, despite having a great discount code. The unmanageable user interface killed my desire in two minutes flat, and my business went straight to the competition. Your site makes a huge impression, and people will judge your company by it.

Take the time to go through your site and optimize the presentation and the shopping cart experience. Testimonials gathered from linkable social profiles are a great asset.

Take the customer from interest to desire with a clean, easy to navigate, info rich, and functional site. Some of the metrics that matter at this level are bounce rate, time on site, pages viewed and incoming links.

 

 

ACTION

Now that your customers are itching to buy your product, and their money is burning a hole in their PayPal pocket, you need to seal the deal. At this point, your site is your number one tool, and while social media can influence the action through the previous levels, it’s not going to have the same influence here. You need to make it easy and obvious for your customer to complete your desired action (purchase, sign up, lead form, etc.).

The action is also where you can finally calculate some of your end metrics, like conversion rate and ROI. This is where you can see how everything is performing and the final impact your work is having. Often, these are the metrics that your boss (and your boss’s boss) are looking for.

 

 

NEW ADDITIONS TO THE MARKETING FUNNEL

Over the years, the traditional AIDA has evolved and added two extra levels. These levels represent not only a shift in the technology and methods that are used to market, but the people behind it.

Loyalty

How are you getting your customers to buy from you again? One very simple way to stave off any buyer’s remorse is to follow up via the same social media you used to get customers in the first place. If you know they purchased via a link on Facebook, send them a Facebook message saying “thanks,” and provide them with your customer service contact info. 

Perform customer service on Twitter. Monitor the online conversations around people who are already using your product and see if they have any questions or problems that you can resolve quickly. You can build social loyalty programs and use the communities you create to keep customers coming back. This is where CRM (Customer Relationship Management) can play a leading role, and many social CRM solutions are emerging to fill that need. A few things you might want to monitor here are repeat buyers, the use of loyalty codes, sentiment of mentions post-purchase and sentiment of specific products.

Advocacy

Advocacy is the dream of any marketer. It’s the “sweet spot,” where your customers do your marketing for you. It’s when customers love your products, brand, services and people so much that they can’t help but talk about you. This is why you want to make it easy for people to share your brand. Any hindrance to this — be it a bad website interface or an anti-social company ethic — will really discourage this extremely valuable source of traffic and interest.

If it’s an option, I’m far more inclined to click on a “Tweet This” or “Like” button than I am to take the link, shorten it in bit.ly, and post it to my various social networks. Remove any barriers to advocacy and then both encourage and reward it. Some metrics to look at here are mentions, conversations and referrals.

 

THE PROBLEM WITH AIDA

As you can see, the levels of our old friend AIDA can get a bit muddy, especially when it comes to the areas of awareness and interest. This has given birth to dozens, probably even hundreds, of fresh interpretations. The main thing to remember is how the funnels flow and to set your measurement and expectations accordingly.

You also don’t need to live and die by this funnel. People can easily skip a level or go through multiple levels at once. It’s not a perfect model, but then nothing is. But keep AIDA in mind as you shape your social marketing strategy. It should help you focus and prioritize your goals for success.

 

 

Company Facebook Page: How to interpret your Facebook Insights

posted by Trio Web Design    |   September 6, 2010 16:50

Hello Friends,

For all of you who are admins of a Facebook Page, Facebook recently modified the Insights dashboard to make it easier for you to obtain information about Fan interaction on your Page.

To help you navigate through the changes and interpret the data I have sourced an article called "A Beginner's Guide to Facebook Insights" by Ekaterina Walter. Ekaterina is a part of Intel’s Social Media Center of Excellence and is responsible for company-wide social media enablement and corporate social networking strategy. 

Facebook Insights is a powerful tool to assist you in identifying and responding to your target audience. If your business doesn't have Facebook Page and would like to know how to build a Facebook strategy or if you would like more information about interpreting your Facebook data, contact us at Trio Web Design - info@triowebdesign.com.

- CBB

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A BEGINNER'S GUIDE TO FACEBOOK INSIGHTS - by Ekaterina Walter

You have created a Facebook Fan Page. Now what? I bet these questions come to mind: “Is my page a success?” “Who is engaging with us?” “Is our engagement effective?” “Does our content strategy work?”

The Facebook Insights dashboard will help you answer some of these questions. As defined by Facebook, “Insights provides Facebook Page owners … with metrics around their content. By understanding and analyzing trends within user growth and demographics, consumption of content, and creation of content, Page owners … are better equipped to improve their business with Facebook.”

So what’s the best way to use this relatively new tool? We’ve outlined some steps below that should have you measuring Facebook engagement in no time. Note that only page administrators can view Insights data for the properties they own or administer.

EXAMINE A WIDE RANGE OF DATA

There are two types of Facebook insights:

 

  • User Insights: Total page Likes, or a number of fans, daily active users, new Likes/Unlikes, Like sources, demographics, page views and unique page views, tab views, external referrers, media consumption.
  • Interactions Insights: Daily story feedback (post Likes, post comments, per post impressions), daily page activity (mentions, discussions, reviews, wall posts, video posts).

 

The question then becomes: “What do you want to track and measure?” There is a lot of data offered, but you want to sort through it and identify what information is meaningful and will help you make decisions about your engagement and content strategy. If that data is not readily available, you might want to do some manual calculations to derive the numbers you’re looking for.

Below are the insights I recommend you pay attention to and track.

 

  • Monthly fan size growth: Record the number of fans (or “Likers”) you have on the first of every month to see what your growth looks like. I’d say if you are growing organically and you have 10 to 13% monthly growth, you are doing extremely well. That is probably the highest organic growth number anyone can achieve. You can even go more granular and calculate weekly growth. Whatever you decide to do, make sure to watch for the spikes in fan growth and try to identify what contributes to those spikes.

  • The average number of Likes or comments: These are your engagement measures. If you know the average number of times fans interacted with you for every single post, you will be able to identify which discussions are of more interest to your fans. Watch for unusual spikes or drops in this number. I love this metric because it is extremely helpful in making immediate decisions in your content strategy and changes to your editorial calendar. Increase the number of posts around the topic your fans are more engaged with and decrease the number of posts around topics they are not interested in.

  • Unlikes and attrition rate: The fact is that you will always have some unsubscribes, no mater how great your engagement is, but hopefully it is just a small number. I usually just watch for spikes in the unlike numbers. You want to try and correlate them with the activity on your page and understand why people are leaving your page. It is rather hard to nail down the exact reason, but if there is an unusual spike, you will usually have a pretty good idea. The simple attrition rate formula is:

 

Daily Unlikes / Daily Fan Count - This metric will tell you how many of your fans are leaving your site. It is normal to have small constant attrition over time.

 

  • Demographics: No matter what your objectives are, you can always find the demographics data useful: the gender of your fans, their ages and where they are from.

 

 

  • Mentions: This is the number of times someone tagged you in their post. The reason why this metric is important is because it is the easiest way for your fans’ friends to click through to your page. Every time someone tags you, the name of your Page appears as a link. It is much easier for someone to click on that link and learn more than to search for your Page manually. One of your goals should be to increase the number of mentions by your fans.

 

  • Page views: I like this metric because it helps you identify the number of returned fans. If you take the number of page views and subtract the number of unique page views, you will see how many of your fans are actually coming back to your page. You can also look at the Daily Active Users metric.

 

  • Tab views: This is the new metric Facebook implemented a couple of months ago. If you have multiple tabs on your page, it will tell you which tab gets what percentage of traffic. This metric will help you decide on whether you would want to keep or maybe get rid of some of your tabs. This is especially helpful as you can only have six tabs visible on your page at one time, and this data will help you prioritize accordingly.

  • Referrers: Another new metric that tells you where the traffic to your page comes from. You want to increase exposure to your page on the sites that bring you the most traffic.

 

  • Impressions: If your page is over 10,000 fans, you will see the number of times your post was viewed –- impressions. This metric is not exact since every time someone’s page refreshes, it counts as an impression. This number is usually a little overblown, but can show you how many times your post has been seen.

 

Some of these metrics require constant manual tracking and analysis, which is a big downside. However, the above metrics will help you make decisions about your engagement and content strategy that would allow more effective interactions with your customers.


 


Trio Web Design
Trio Web Design