How to Choose Your B2B Social Media Campaign Platform

social-media-imagePlanning a B2B social campaign to boost brand awareness, gain followers or increase lead generation? It can be tempting to just choose the most popular social media platforms and give it a go but don’t do it! If you’re lucky, you’ll reach thousands of people with your posts on Facebook and your contests on Twitter, but it’ll mean nothing if they aren’t the people you want to target.

Whether you’re B2B or B2C, it’s vital to the success of your campaign that you think carefully about the people you want to reach and where to find them. Narrow it down as far as possible by looking at ages, education, industries, job titles, geography and even gender before moving forward. The more specific you are with your audience, the better targeted your content and social ads will be. Here’s a rundown of three of the most popular social media platforms and how to use them to get you started:

Linkedin LogoLinkedIn is the B2B social hub of the internet. If you want to connect with companies, professionals or business owners, this is the platform for you. With 364 million people using it in 2015, it certainly won’t be too difficult to find people to target but remember to consider timing and the content users on this platform like to see. LinkedIn loves thought leadership, offers, advice and visuals like videos, photos and infographics. This makes it perfect for B2B marketing as the users love the content B2B companies normally produce. Just remember to post at the right times to increase the chance your content gets seen. The peak hours are between Tuesdays and Thursdays in the morning, at noon and in the early evening as these are the times professionals have a chance to check their profiles.

Twitter LogoTwitter is the social platform for the fast-paced. Twitter boasts on average 58 million tweets a day so if you want to be noticed you need to post fast and you need to post often. For real engagement and follower growth, posting on Twitter between 10 to 15 times a day is necessary. Daunted? Don’t be! The refresh rate is so high on Twitter you can repurpose content like blog posts, infographics and offers numerous times before they get stale. If you want to be strategic (and it’s always best to be) post from Monday to Thursday between 9am and 3pm for peak post performance. For maximum interest, use lots of bright, friendly images, relevant industry hashtags in your posts and target specific influencers with retweets, comments and favorites to get them and their followers engaged.

Facebook LogoFacebook is a tricky beast, as many don’t follow pages unless they’re invested in their content. Much like LinkedIn, Facebook users enjoy thought leadership, advice and visuals in particular but overly promotional content rarely does well. Posts need to have value for these users in order for them to engage so make sure you include lots of high quality photos, videos and useful information in your campaign. Peak times for engagement on this platform are between 1-4pm.

Image Source: www.medicalnewstoday.com

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8 Best Practices for an Eye-Catching Tradeshow Booth

Amongst the sea of tradeshow booths and free pens, how do you make sure that your booth stands out?

fish-school-wallpaper

As mentioned in last week’s blog post, each tradeshow has its own unique objective and audience. Regardless of what that objective or who that audience is, you want people to make the initial step in approaching your booth. Here are 8 best practices to ensure that your booth stands out on the tradeshow floor:

  1. Dress for success: With hundreds of people attending tradeshows, ensure that you and your colleagues stand out from the crowd by wearing a fun costume or bright, quirky t-shirts. And whatever you do, make sure that what you wear doesn’t blend in with your booth backdrop.

    If being a cheerleader isn't your cup of tea, try wearing a bright t-shirt to stand out.

    If being a cheerleader isn’t your cup of tea, try wearing a bright t-shirt to stand out.

  2. Props for props: Whether it’s a banner, game, or electronic presentation, your displays need to attract passers-by within a few seconds or they’ll move on to the next booth. Use props as a gimmick to turn heads and attract crowds.
  3. Engage online: Use social media to engage with guests online before and during the show. Create a hashtag for your booth to build hype and use the hashtag during the show to connect with attendees.
  4. Utilize technology: Bring your tablets, laptops, and computers to interact with your audience instantly, whether it’s encouraging them to sign up to be part of a list, watch a video, or complete a survey. Doing so will prevent attendees from forgetting to complete a task if they were going to save it for later.
  5. Keep it simple: Avoid having too many signs or banners or having too much text or too many colors on your displays. Attendees should know what your company is about with a few key points and graphics. Don’t forget to ensure that your logo is displayed prominently on your displays as well.
  6. Make it eye level: As a general rule of thumb, all text or image displays should be kept above 3 feet from the floor so people can easily read your signs from different distances.
  7. Swag, swag, swag: It is human nature to love free things and tradeshows are famous for their swag. However, do ensure that your investment is worthwhile by having value-added takeaways. For example, a bowl of candy may lure in those with a sweet tooth but will it help people remember your company? Providing a pen or reusable bag with your company name and logo on it serves to be far more memorable.
  8. Don’t forget the little things: It may not seem important, but a good quality table cloth can go a long way in helping your booth look professional. And often, we focus so much on designing the collateral for our booths that we forget about how to display them optimally. Order in some sign holders so your handouts don’t end up lying flat on your table, decreasing their visibility.

Do you have any more tips to add to our list? Let us know!

Image source: getting-old-beautifully.blogspot.ca, americanexpress

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Tradeshow Planning: How to Get the Most From Every Event

By: Phoebe Yong

When it comes to tradeshows, I’ve planned a few to say the least. From small regional shows in Seaside, OR, to huge technology events hosting 200,000 attendees, a main theme should always be present – what is the objective and think of the audience – then everything else will revolve around this theme.

Objective – what do you want to achieve at the event?

Objectives - What do you want to achieve at an event?Some events aim to build brand awareness, launch a new product or company, generate leads with customers or meet the press. Most likely it’s a combination of these but it’s key to establish your primary objectives in attending an event. With a new product launch, this will entail, at minimum, products ready to show and tell, promotional giveaways, and press appointments.

For some shows, it’s purely about lead generation – your product is well known in the market and you need to meet with customers and build relationships. For this show, it’s about having new product features or product demonstrations to lure in prospective clients.

In thriving industries, some shows are targeted at recruitment. For these shows, the intent is to impress candidates and teach them about your company and the industry. There are usually giveaways and opportunities to sit and have an introductory discussion with the candidate.

Once you are clear on what you want to achieve at your event, it makes all other decisions so much easier. Often people attend shows because they have done so for many years but don’t take the necessary time to evaluate why they are attending and what initiatives they need to implement to support their attendance.

Remember your Audience

Are you talking to me? - Know your audienceA basic thing to remember but very important to execute. Each show will have different demographics and it’s important to cater to your audience. In my previous career, I attended and worked on many public safety events. The audience was police officers – experienced guys on the job, straight shooters, and no suits. So, no fancy product demos, just give them the facts and how it will help them save lives and improve their jobs.

For bigger IT shows I’ve worked on, the audience was Silicon Valley types from IT to VC with different ranges of interests and specialities. The product demos or giveaways needed to reflect the audience I was meeting.

Don’t make the mistake of applying the same product demos, giveaways or promotions to all events without considering your audience. This is vital to ensure your message and marketing is executed with precision.

Image Source: Clip Art PandaFunny Pica

Social Media Trends 2015

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By: Lisa Gheysen

Your phone vibrates. Ten years ago you’d be greeted by a near hieroglyphic text message ( “wubu2?” “nm u?” [1]) Today, you’re almost guaranteed to be looking at a tweet, snapchat or Facebook message. With over 1.7 billion users internationally interconnected across the globe on various platforms, today social media has the potential to permeate every single aspect of our daily lives. We are connected through it and to it. We are the ultimate captive audience and 2015 is the time to tap into the market.

Social Commerce (S-commerce)

In 2015, Facebook, Twitter and Reddit will be rolling out innovative new purchasing functions, integrating e-commerce within your daily social media browsing. With new ‘Buy’ buttons, companies will be able to connect posts, tweets and pictures with purchases, eliminating any need to guide potential customers along the fickle and perilous road towards their website and conversion. People will, with a few swift taps, be able to purchase anything from shoes to pizza to extremely obscure wall-art, all while chatting with friends and reading the latest inspirational story from Humans of New York. You can imagine the potential! Following trends and interactions, buzz words and opinions, in 2015, companies will be able to tailor their deals and products to match the ebb and flow of people’s wants and needs.

Real Time Social Media Marketing

For the longest time companies have felt monolithic; huge, imposing and silent. 2014 changed everything. It was the year of the viral. Be it through a photo, video or hashtag, last year social media undeniably transformed the dynamic between customer and company. Consumers now interact with brands publicly and 2015 will see an exponential expansion of this. Whether it’s damage control, engaging in a trending joke or offering thought leadership, there is now an increasing movement towards humanising company social media interactions. Ultimately, finding, monitoring and, most importantly, participating in trending activity on social media will become not only the new norm but also a necessity. Consumers demand it. In the coming year, the importance of likeability will be a huge driving force towards lead generation and the creation of brand loyalty. Having the most ‘Likes’ will suddenly mean a whole lot more.

Social Videos

There is no better or more powerful way to create an online presence than with your face and voice. An increasing number of social media platforms are either based on or introducing video functions. You’ll soon be able to post a video almost anywhere within the social media sphere and there is a reason for this. People don’t just love videos, they relate to them. Platforms, such as Vine, Snapchat and Instagram all offer users the chance to share their faces, their voices and their stories with the world. With 233,000 snaps, 540 vines and 5 million videos viewed on Youtube per minute, in 2015, the push towards companies doing the same will only increase; in fact, just this past January, Twitter rolled out their mobile video upload function. Want brand awareness? Create a powerful, funny or touching 15-second story campaign and watch it take the Internet by storm.

[1] wubu2: What you been up to?

Nm u?: Not much, you?

Image source: www.infinitdatum.com

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Sweat the Small Stuff

business-partners-discussing-plan

By: Daniel MacDonald

An agency needs guidance. You, the client, could be dealing with the smartest, most well-funded, well-connected agency in the industry; but if you don’t communicate your expectations and provide suggestions and guidance, you won’t get the results you desire.

Consider the alternative; if you are a larger client with many distinct deliverables, it can be difficult for an agency to assume priorities. If a client wants to ensure that agency hours are being allocated to critical issues and areas, and not to back-end redundancies or administration, a client needs to ensure they delegate, direct, and discuss.

Delegate – While it’s up to an agency to determine how many cooks they have in their kitchen, it is up to the client to determine the dishes they cook. Ensure that you are delegating the appropriate responsibilities to your marketing agency. If certain deliverables take precedent, delegate those to your agency first. If there are smaller things that perhaps aren’t as time-sensitive, or that you could even complete in-house without delegation to an agency, be aware of that. Your agency will always be hard-working, but it is important to make sure that they are given the right information to succeed in the first place.

Direct – To go along with delegation of proper tasks, micro-management on a directorial side is important. No one is telling you to stand over your agency’s shoulder for the length of work; rather, use the beginning of your relationship with the agency to direct on a specific line of tasks. Agency reps are smart and skilled enough to know how to execute on deliverables; they just need to know which deliverables you care about most. Direct them towards a specific line of action, and they will carry through to the finish line.

Discuss – The bottom line is that building a personal relationship with your agency is the best way to ensure maximum value return. If you are available and eager to discuss matters and to ask and answer questions, you will find that your agency is going to execute on your deliverables quicker, and with more zest.

These three D’s may be arbitrary (or thesaurus-aided) adjectives to describe larger processes, but they represent the investment necessary for a company to get the most out of their agency. Engagement and communication are the key to effective agency management.

Image source: https://www.theamp.com

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5 Shades of Collaboration Tools for the Office (Rated G)

50shades

By: Kelly Choi

Forget the ropes and duct tape, here are five family-friendly scenarios you may encounter at work and five collaborative tools to combat those problems.


Scenario 1: You’re getting lost in a sea of emails for a project you’re working on

Whether you are managing one project or ten, it can be a struggle to keep track of all your deadlines and stay on top of all your emails. Not to mention, you may be collaborating with multiple people at various points in time. The last thing you want is to miss an important piece of information, or forget to cc someone in an ever growing and progressively indented email thread.

Solution: Basecamp

Basecamp is an online project management tool that allows you to create multiple projects with multiple users in one place. Clients use message boards which display all messages in a neat, chronological order to clearly identify who said what. Other useful features include the ability to create to-do lists and its integration with Google Docs, allowing for a convenient way to share and edit files instantly.


Scenario 2: You’re spending too much time managing your social media channels

If you find yourself consistently going back and forth checking your replies between social media channels, or you are setting a timer every two hours to send your posts, then you might want to use a platform that allows you to do all this in one place.

Solution: Hootsuite

One of the most popular social media management tools, Hootsuite allows you to manage multiple social media channels from one web-based dashboard by providing the ability to schedule posts, measure campaign results, monitor conversations, and track them. Another useful feature is the capacity to integrate with over 100 apps, such as YouTube or Salesforce.


Scenario 3: Your computer caught a virus and now all your files are missing

Just like going to the gym, making regular back-ups on your hard drive is one of those things you know is a good idea and you plan to do but never actually get around to doing. So when it’s your turn to get a computer virus (it’s inevitable), you begin to beat yourself up for delaying backup protocol and mourn over the pictures from your Great Uncle Bob’s 55th birthday party (okay, not really).

Solution: Dropbox

Instead of relying on anti-virus programs, investing in a cloud storage system, such as Dropbox, allows you to store massive amounts of data offsite in a safe and secure setting. Not only that, but it makes working remotely from home possible, letting you access your most recently updated work files immediately whether you’re on your smartphone, tablet or laptop.


Scenario 4: Your client is located in Texas and you’re in Vancouver

While Texas has always been on your bucket list, it’s not feasible to travel over 3,000 km for a one-hour meeting and, though a phone call is only an arm’s length away, it’s not a practical tool for meetings with larger groups. Not to mention, face-to-face communication is very important for building strong and trusting client relationship.

Solution: GoToMeeting

GoToMeeting is a video conferencing tool that allows users to hold online meetings, video chat, and share screens with up to 25 attendees. Despite being a paid service, GoToMeeting improves on other similar free services, such as Skype or Google Hangouts, by having fewer connection issues (Skype) and being able to accommodate large groups (Google Hangouts only accommodates a maximum of 10 people).


Scenario 5: You spent months planning the perfect event but no one shows up

You can spend hours and days organizing the perfect event, securing the best venue and the most interesting speakers, but all effort will be lost if you don’t rack up the expected number of guests. Perhaps you did not have enough time or staff to promote the event but that doesn’t mean it has to be the end of your event-planning career.

Solution: Cvent

Cvent is an online event management tool that offers online event registration, venue selection, email marketing, and web survey services. With Cvent, you can ‘set it and forget it’ – simply send all your event details to Cvent and let it take care of all your emailers, registrations, and social media posts.

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Crisis Management: How to put the fire out before it becomes an inferno

oh no

By: Phoebe Yong

It really depends on how you define “crisis.” Are you talking Bruce Jenner fatal car wreck or Brian Williams telling tall tales embarrassment?

(I hope) most of our business crises don’t qualify for five consecutive days of headline news. The majority of the bad publicity I’ve worked on includes escalating bad public perception of customer service, mishandling of private information, disgruntled ex-employees making very public statements, and a CEO not responding well to down spiraling stock prices.

For each of these situations, one common theme abides – be swift and forthright. Sounds simple right? But you would be surprised how many executives do not follow this obvious approach and instead avoid media, offer little or fragmented information and act supercilious. Public perception is paramount when a negative situation is unclear, confusing and frightening.

1. Be quick to respond and be honest

There is nothing worse than hearing, “They’ve told us nothing”, “We haven’t heard from them”, or “No one is say anything”. Often when there is a crisis, people impacted want to know what the company is doing about it, what the company knows, when they found out it, and who to contact.  It’s important to have procedures and processes in place within your organization that deals both with a formal sequence of communications internally and how to effectively communicate to the public. This includes having a company spokesperson(s), media liaison, and speech/copy-writers to help with public statements.  Act quickly and swiftly to show that you have your act together.

2. Be thorough, but not silent

Sometimes, you may need time to figure things out. For example, with a security breach I was working on, where private information had gone public, we knew there was a security breach but it took time to examine what had happened, numbers impacted and a course to take. While you’re figuring this out, and it’s important that you do to get your facts straight, don’t stay silent. Be open and prudent, acknowledge the situation and that you will be open with the public with any new findings.

3. Have someone likeable talking

Another obvious comment. This goes beyond being media trained. This is about having someone who speaks with clarity, command and compassion. Be likeable with the media and show empathy with the public to demonstrate you sincerely understand the problem at hand and offer a genuine course of action to fix the crisis.

A note from the author:
These notes were taken from many conversations with Magnolia’s Senior Communications Director, Jina You, who has spent over 20 years as a field journalist dealing with PR handlers and CEOs facing hot questions. Jina offers media training and crisis management consultation on what not to do in crisis management.

Img source: genius.com

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Burning Bridges

By: Kristina Lee

Burning bridges can be a good thing, especially if you’re in any sort of relationship that does not offer growth and is dragging you down. But consider what’s at stake from not only the relationship you’re losing, but how much of your own integrity and reputation might be lost in the process.

With the nature of client relationships in an agency environment, it’s important to learn to nurture the relationship even when contracts are over and projects have been completed. Realize that how you end an active account is just as important as how you begin one.

Seth Godin says it best in this blog post:

Burning bridges

In action movies, the hero doesn’t mind destroying the aircraft, road or bridge he just crossed, because it’s always a one-way journey.

Retreating armies used to burn bridges as they crossed them so those in pursuit couldn’t follow.

And that very mindset, the mindset of, “I am so intent on my goal that I am willing to push through this person, push through this relationship, push through this interaction, whatever it takes,” is precisely how we burn our bridges.

The difference, of course, is that life is long and very few paths are only one way. You will need to come around here again.

A bridge well-crossed gets better over time. When you need to break it down to push through, you’ve not only hurt the person you trampled on, you’ve hurt your reputation.

img source: Borbay

Company Culture: The Key to Enjoying What You Do

corporateCulture3By: Genifer Rigor

There’s a magic equation for any desirable workplace that makes it one that is worth the early mornings and the late nights – somewhere between gratifying work, consistent challenges, and the obvious compensation and work-life balance, is company culture – the crème de la crème of any PR agency, or company for that matter.

Company culture is more than just open-concept spaces and foosball tables. There perhaps is nothing worse than an environment where challenging tasks are burdened all the more with a hostile top-down company culture. Workplace culture can be the difference between a sustainable and unsustainable organization and the reason for high or low turnover rates. It can also be the deciding factor for applicants when taking a job offer and an employer’s selling point when recruiting talent.

Company culture inspires creativity and productivity. Company culture is the organization’s mission and vision statements in the flesh. It drives the company with clarity by fostering transparency, honesty, and fun, all without compromising excellence. In the most well developed cultures can creativity truly thrive – its where fear of mistakes or judgement are at bay and new ideas and greater levels of motivation to perform are championed.

Company culture is the lifeblood of the workplace. When we think about how many years of our lives are spent at work, it wouldn’t be too far off to say that the workplace really does become a second home (and maybe even for some, a first). A solid company culture should alleviate workplace stress rather than add to it by promoting camaraderie as opposed to intimidation. When done right, company culture becomes a way of life – not just a set of lofty ideals.

The bottom line: We’d be lying to ourselves if we said that hard work is easy and enjoyable 100% of the time. The fact of the matter is we’ll be faced with some not so glamorous tasks, tight deadlines, and mistakes or misunderstandings along the way – but what makes any job worthwhile is undeniably the people alongside you and the culture that exists.

Image source: TVH

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#FinishLine2014: Top 5 Marketing Events of 2014

In spirit of the year coming to a close, we reflect back on 2014’s most memorable events. After much deliberation and debate, we’ve compiled a Top 5 Marketing Events of 2014 list. May we learn from them and realize the power of marketing and media.

#5: P&G’s Always #LikeAGirl Campaign

With over 50 million views on Youtube, this video redefines the meaning of doing things “like a girl”

#4: The Fall of Jian Ghmoeshi

jian

Where to even begin…To read about it: Click here

#3: Kim Kardashian’s ‘Break the Internet’ attempt (NSFW)

marketing event 3

Need we say more.

#2: Ebola Coverage

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Informing or overhyping? And #FunFact, ‘ebola‘ was the third most searched term on Google.com, and fifth on Google.ca. Read more: Click here

#1: ALS Ice Bucket Challenge

Raising over $16 Million in Canada, and $100 Million in the US, the ALS Ice Bucket Challenge was a major success in both raising funds and awareness.

Image Sources: CBC, TimesBerkeley Beacon

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