Tag Archives: Fanpage

Facebook Announcing Plan To End Pay To Play For Pages – A Dream?

Facebook Pay to PlayYes, most likely it IS a dream. But since Facebook is about to release an earnings report this month on the 23rd, I believe it will be the peak of their revenue climb with this pay to play shift and that by the end of the year we will begin to see a dramatic decline in revenue and page activity if they stay the course.

But in a perfect world, I would love to see a $12.1 Billion revenue announcement that consisted of a new monthly page fee. Why? It would mean that they came to their senses and realized that the current pay to play model they have implemented is not sustainable as a business model and page owners, managers and brands are fleeing the Facebook platform for greener pastures. It would also mean that they have further had a reality check and finally understood social media marketing, their users and customers in a real way.

I previously wrote a piece before Facebook enacted the Pay to Play business model that included what I believed to be a better solution to their then EdgeRank Newsfeed algorithm, stock price plummeting and revenue model challenges.

Since then Facebook deployed what has come to be known as their “Pay to Play” requirement, that I believe is a completely unsustainable revenue model and one that delivers zero benefit to users, marketers or Facebook itself over the long run. This is backed up by a recent eMarketer report showing organic reach declining at an increasing rate. Diminishing returns the platform can and will deliver to brands, marketers and page owners. I decided to do some deeper research and have put together basic financials that compare what Facebook is currently doing as compared to what I propose, and the compelling differences between the two.

But before I get into that, let’s take a peek at some of Facebook’s 2013 Public Business Highlights:

Revenue for the full year 2013 was $7.87 billion, an increase of 55% year-over-year.

Income from operations for the full year 2013 was $2.80 billion. (advertising revenues)

Net income for the full year 2013 was $1.50 billion.

Free cash flow for the full year of 2013 was $2.85 billion.

Facebook currently has 54.2 Million active pages.

Facebook has 25 million small business pages.

Removing Pay To Play and Replacing It With Monthly Fees:

I went ahead and ran some numbers using my plan and compared the results with what Facebook is currently doing. This plan is predicated on Facebook displaying all page posts to newsfeeds, similar to friend posts. If they abandoned their unsustainable Pay to Play model and instead adopted my page monthly fee model, the revenue improvement to Facebook is massive and the benefits to page owners, marketers and end users is even bigger! Facebook Revenue Plan By the numbers:

  • I am factoring a little more than half of pages would participate and pay the monthly fee, remaining an active page on Facebook.
  • Small business pages would pay a small $30/mo fee, other smaller pages a $20/mo fee, non-profit and charities only $10/mo and larger big brand pages an average of $200 per month.
  • Ad revenue would still be a factor for Facebook and actually become even more valuable since you know you would be able to reach new likes that you add to your page with this new model. I pegged the ad revenue much lower to take into account the changes to the model though.
  • New 2014 annual revenue jumps from $2.8 billion to $12.1 billion under my plan – a $9.3 billion improvement over 2013!

Benefits of the Monthly Page Fee Model:

Newsfeeds would be competitively driven Facebook users would control what content they want with the power of their like/unlike

Focus would shift to creating and sharing great content and that would drive the newsfeed

The playing field for SMB’s would be leveled against Big Brands wouldn’t have a substantial advantage because of their huge budgets Efficiency/Result value would shift to time spent creating content rather than managing ad systems

So many more benefits, but you get the idea

The BIG Winners:

Users – They see content from pages they liked and wanted content from to begin with. Users would power the Facebook page success model, rather than big brands and/or budgets.

Marketers – Can access the likes they already invested heavily to obtain. The nominal monthly fee makes it a very viable marketing platform again.

Facebook – Duh. HUGE revenue win for Facebook and a lot of good will earned for listening to its users and developing an alternative that benefits everyone. (there’s a first for everything) Everyone wins! Tell me what your thoughts are on this alternative monthly fee model for Facebook Pages? What do you like, dislike or wish Facebook would do?

————————————–

a P.S. for those that enjoy those.

Here Are Just A Few Problems with the current Pay To Play Model:

Not sustainable – In another post I did some time back I discussed “By restricting the previous value of pages to marketers of all sizes, Facebook is setting the stage for a collapse of the Facebook page model and pushing both users and marketers to other platforms…”  When you require people to reach the audience they have already spent a ton of time and effort to establish, and many paid Facebook for ads to do this, then you change the game and require them now to also pay to reach them, nothing but diminishing returns will occur. If Paying for page reach via ads is the only method available, the expertise and time requirements to make that successful in a diminishing return environment pushes many right out of the market.

Users are the losers – They are not seeing the content from pages they liked and want content from.

Money, NOT content drives pages success

Not a level playing field – Most small and medium businesses can’t compete with big brands for eyeballs on the platform effectively.

Diminishing Returns –  The current model will continue to decline in results, rather than improve return and value to business stakeholders. It’s pretty simple to determine the long-term outcome of something with diminishing returns.

5 Comments

Filed under Brand, Content, EdgeRank, Facebook, Marketing, Pay to Play, Retweet, Social Media, Social Media Marketing

Hey Facebook – Instead Of Repeating Posts I’ve Already Liked, How Bout…

Facebook Newsfeed IssuesYesterday morning I was catching up on my far too many, overnight Facebook notifications. As I finished my follow-up on comments, likes and tags I attempted to whirl through my newsfeed to see what everyone was up to. Scrolling, refreshing and opening various pics and articles I began to consciously notice something that I have unconsciously been aware of for several months. Repeated status updates in my feeds. Have you noticed this?

“I have a really good idea Facebook. How bout instead of putting hundreds of updates in my newsfeed that I have already seen/liked, instead you put the content from all those pages I have liked that you say can’t fit in my stream anymore because you can only display a certain amount of posts everyday in a users newsfeed… ‪#‎Rocketscience‬”

Example:

Facebook Newsfeed Issues1Just this morning as I was wrapping up this short post, I liked and commented on this graphic in my newsfeed by @AnyaDowning. It wasn’t 40 minutes later when the image I had already seen and engaged with was back at the top of my newsfeed. Really?

I have shared this YouTube video a lot recently, because it really breaks down the issues Facebook has really well. It will give you a really good perspective on what’s happening and why.

If there really was an issue with too much content and status updates that are relevant for users that Facebook page owners and brands need to pay Facebook to access users they have already paid to acquire, why are we being shown the same content over and over in our feeds? Shouldn’t Facebook show us the content from the pages we have liked instead of this useless duplication?

This among many reasons is why I think brands, marketers and social media agencies need to reevaluate their Facebook and over all social media marketing strategies. Not the WHAT or HOW, but the level of involvement using Facebook pages. Increasing activity and effectiveness on other social networks where your audience is at the highest concentration makes a lot of sense, even outside of the recent Facebook mess.

And here’s a another question for Facebook…  Do you realize that you are killing yourself?

For more on my thoughts on this and what you can/should be doing given the changes to Facebook, read Facebook Declining Page Reach: 9 Experts Weigh In

What are YOU doing differently with Facebook pages?

1 Comment

Filed under Agency, Content, Facebook, Fanpage, Marketing, Social Media, Social Media Marketing

Adjust 3rd Party App Settings In Facebook To Extend Your Personal Reach

If you are like most experienced social media marketing aficionado’s, in addition to business pages, you are also using your personal Facebook profile to build business connections and foster relationships. Again, if you’re experienced in social media marketing, you’re probably using a social media dashboard tools and applications like Hootsuite and Instagram to post some of your updates to that personal Facebook profile.

Facebook Public PostBut did you know that many third part Facebook applications default your posts to friends only? It’s true…

So all that marketing, hashtagging and content posting using Hootsuite, Instagram, and other social media applications is not reaching outside of your designated friend list on Facebook.

I would liken this to the equivalence of having your Twitter account set to private, or at least never showing the bulk of your content to non-followers. This will not extend your reach, grow your connections or make your hashtags effective outside of your existing connections. Tell me how this makes sense for a social media marketing professional? It doesn’t…  People connect with people and do business with people they know and like. But you already know this.

So now that we know most third party applications default to friends only when posting on Facebook, the question remains – How do we adjust third party application settings to default posts to public instead of friends only?

Facebook Hootsuite Settings

Here are the simple steps:

1) click on the gear icon at the top right of the Facebook navigation bar.

2) Click the account settings option.

3) Click “Apps” from the left menu bar.

4) Find the third party applications you’d like to change to public.

5) Click the “visibility” drop down and select “Public” for that application.

You’re done!

From now on, all posts sent from that third party application will be viewable by everyone, dramatically extending your personal social media reach on Facebook beyond your friends and making your personal Facebook social media management more expansive.

*note – We made these setting changes for ourselves in order to increase the reach and effectiveness of our personal marketing efforts using Hootsuite and Bundle Post on Facebook. As we looked through the apps section, we noticed several other applications that also needed changing in the same manner. We suspect you will too.

6 Comments

Filed under App, Bundle Post, Facebook, Marketing, Social Media, Social Media Management, Social Media Marketing, Twitter

First Ever Social Media Agency Training, Collaboration And Support Group – FREE

As we all know, there are plenty of free and paid solutions out there to learn about social media marketing. There literally thousands of blogs that produce millions of articles on the subject. No matter whether you are a small business wanting to understand how to set up a Facebook page, or an established company interested in expanding your effectiveness on Twitter, there are numerous resources available to you.

Ultimate Social Media GoalBut what if you are a social media agency? What if you are a social media professional considering starting your own social media agency?

Sure, you are excellent at managing social media marketing programs and maintain a steep learning curve of everyday changes that occur in the industry and across the many social networks, but what about the details of your business?

Nobody is writing, educating and supporting this area of the social media marketing industry and everyone is left on their own to guess, make mistakes and try to make it successful. I believe that the social media agency is the single most important segment that needs this support and I have done my best one-on-one with hundreds over the past year and a half to do so, however I am only one man with limited time.

Back in May I got an idea after a coaching call with a startup social media agency and decided to do a quick YouTube video to share my idea and get some feedback. Here’s the video…

The response both in feed and privately was very clear. Tons of people needed and wanted this. So… We created a biweekly Social Media Agency Collaboration Group that delivers the following to its members:

1) Free – Always and forever

2) Goal – The goal of the group is to help all members be more profitable as a company and more effective for clients. We believe it is important that we create a group of agency leaders that are doing exceptional work and making really good money. There is so much business out there and we want to work together to be better at finding and executing it.

3) Support – Social Media Agencies with varying experience supporting one another.

4) Facilitation – Since my company was previously a social media agency, I facilitate the biweekly meetings and offer our experience do’s and don’ts to help the group.

5) Input – Everyone is asked to provide input and feedback on all the topics we discuss, all with a focus of helping each other.

6) Recordings – We record all of our meetings to ensure that those that might miss a meeting or two, or those that join later can always be up to speed with the conversation by listening to previous meetings.

7) Topics – We cover topics from sales, social media management, tools, prospecting, rules to follow, mistakes we’ve made, managing client relationships – just to name a few.

There are no hidden agenda’s or marketing within the group, just people and companies helping each other to improve an industry from the ground up. After only three meetings, over 70 members are involved.

If this industry is going to continue to grow and thrive, we as an industry must make it extremely effective for our clients and very profitable for ourselves. Not doing so could lead to a dot bomb equivalent. You can join the free group on Facebook, which is where we have centralized our communication, sharing of documents and templates as well as links to next meeting webinar, etc. Join Now to get the link to this weeks online meeting!

We would love to get your feedback on what we are doing and ways we can make it more effective. Pop on over to the Facebook group and let’s work together!

11 Comments

Filed under Agency, Facebook, Fanpage, Marketing, Social Media, Social Media Management, Social Media Marketing, Strategy, Twitter, Uncategorized

Case Study: One Of The Best Things We Did For Our Social Media Program This Year

The social media marketing program at Transparent Language is unusual because we offer language learning software for over 80 languages and our audience is massively segmented. Instead of pushing everyone into a single community, we’ve created over 30 separate community segments, each focused on a specific language. We have developed valuable content streams to share with these communities like:

• A Word of the Day service for 27 languages
• 30 Different language and culture blogs
• 30 Seperate YouTube channels

Testimonial Case StudyThis approach is beneficial to language learners, because they get a focused experience; the shared content, news, and fellow community members are all focused on the same language of interest. It benefits us to be able to target our communications also.

However, managing that many segments is a challenge for a small social media team. We’ve done a good job with our own content, feeding useful items daily to each segment, but one of the rules of good social media is that you don’t always talk about you. We wanted to provide our communities with interesting and relevant curated content about the language they are studying, as well as cultural news and articles about the country where that language is spoken.

In the past, we would take an afternoon, and go through individual Google alerts and other sources, looking for relevant items to post to each community. This was time-consuming and therefore we were unable to do it consistently. I could only get to the top half-dozen segments of our community due to the time required. It was from doing this exercise manually that I was able to instantly recognize the value of what Bundle Post had to offer when they showed me the demo.

We implemented Bundle Post in February 2013. Here is what the typical results look like for user reach on our Facebook pages:

bundle post social media results

It’s worth mentioning that the reach prior to our Bundle Post case study was quite respectable; we had a good content strategy in place, however Bundle Post substantially changed our game in the following ways:

  • We can now efficiently recycle our evergreen content back to our channels for an encore.
  • We are able to pull in additional streams of our own content (vocabulary lists posted by our Byki List Central community) and incorporate those into our content stream; we hadn’t been able to do this efficiently in the past
  • Instead of hunting through Google Alerts manually and scheduling a couple days of content sporadically, we now quickly identify quality content items for ALL of our communities, and consistently schedule out a week’s worth of content in one session – for ALL segments
  • In addition to feeds, Bundle Post lets us create a collection of our best marketing content, web pages and resources to remind our community about

All of this begs the question, is the higher engagement beneficial? Our communities continue to grow by thousands every month, so obviously higher visibility helps with that, but I wanted to look a little deeper than the raw follower counts. Like, say, web traffic.

We’ve seen a 65% increase in traffic to our website from Facebook since we started using Bundle Post. Even more impressive is the 263% increase in traffic results coming from Twitter.

Content posted to Twitter has a much shorter lifecycle than Facebook content. Our 1 – 2 content posts/day were fairly effective for the relatively slower-moving Facebook content stream, but Twitter gobbled those up much faster and it just wasn’t enough. Bundle Post allowed us to step up the Twitter volume in a way we just couldn’t do manually, and the fact that it lets us create separate schedule templates for the different frequency needs of these two platforms clearly pays off.

The Bottom line:

Signing up for Bundle Post was one of the best things we did for our social media program this year. So many social media strategies and tools are hard to attribute tangible results to, but this one has been a clear and dramatic benefit to our program.

This was an unsolicited case study and guest post by:

LG-1Lorien Green @LorienGreen
Lorien is the Inbound Marketing Manager for Transparent Language, Inc., a language software company with a combined social following of over three million. In her spare time, she makes indie documentaries and obsesses about the pinball resurgence.

*If Bundle Post can impact the results of a business that has such a highly complex and fragmented target audience, imagine what it can do for your market. Get your free trial now.

6 Comments

Filed under Bundle Post, Community, Content, Curation, Fanpage, Marketing, Results, Social content management, Social Media, Social Media Content, Social Media Management, Social Media Marketing, Strategy, Twitter, Uncategorized

Creating A Social Media Drip Marketing Campaign – How We Launched 2.0

Social media marketing campaigns should be common place within your overall social media marketing strategy. A campaign is something outside of your normal efforts and strategy that is specific to an event, launch or other unique marketing goal. Incorporating social media campaigns into your social media marketing efforts are an exceptional way to leverage your existing strategy and community for a clearly defined short-term objective, while maintaining your existing strategy and community expectations.

Social Media Drip CampaignOne example of a social media marketing campaign was the launch of our all new Bundle Post website, user interface and 2.0 system that went live on July 2013. Our entire launch campaign strategy was executed within social media, without using any ads or other means. The campaign created incredible buzz about our platform and ultimately doubled our active user base in less than 60 days. No small results…

So how did we do it?

There were several steps and planning involved in our social media drip marketing campaign that began months ahead of time. Meaning we had already done the work to build a community by delivering value in our streams and the effort to establish and maintain relationships with that community. Had we not first done this, nothing else in the campaign would have achieved such incredible results. Before you plan a campaign, ensure that you have invested the time and effort with your followers and friends. Nothing is more crucial in your social media marketing efforts before you embark on additional campaigns.

As with any effective marketing, time spent planning and preparing will be in direct proportion to the results you obtain. Below we will outline exactly what we did to plan, create and execute our 2.0 launch campaign using Bundle Post and how you can do the same.

Creating A Social Media Marketing Drip Campaign Using Bundle Post:

Step 1: Clearly Define Campaign – Be sure you have defined your objective and the length of the campaign very clearly. Know exactly when you the campaign is to start and end, as well as the goal you are trying to achieve. It is incredibly important that the goals and objectives you set for a campaign is realistic. Not doing so will surely make the campaign unsuccessful and more importantly jeopardize your decisions when creating your campaign based on such false hopes.

Here are the launch campaign details we used: 

  • Objective – Create buzz and awareness of the Bundle Post software for those who had not heard about it, and let those that have heard about it know that a big new release was coming.
  • Goal – Increase active user base by 30% during the launch campaign.
  • Campaign Timeline – 2 weeks (exactly 13 days) prior to the scheduled launch date.

Step 2: Create A List of Supporters – You will want to create a list of people, brands and contacts that are your supporters that will, (without question) be willing to help you with your campaign. You must be sure that you ONLY ask your real friends and supporters to be involved. Don’t include big name social media people, large brands and celebrities that you WISH would be a supporter and help with your campaign, just include customers and relationships you know will be willing to help.

*More on supporters in steps 3 and 7.

Step 3: Create Schedules – This step is the most complicated, so take it slow and make sure you cover all angles.

First, determine the number of posts per day you want to send for all of your related social media accounts and networks. Do not forget your personal accounts if you are a brand.

Here are the schedules we used: 

  • Campaign Twitter (@fondalo) - 4 x’s per day
  • Campaign Twitter (@BundlePost) - 4 x’s per day
  • Campaign Twitter (@PerfectJulia) - 4 x’s per day
  • Campaign Linkedin - 2 times per day
  • Campaign Bundle Post Fanpage - 1 time per day
  • Campaign Personal Facebook - 3 times per day
  • Campaign G+ Page – 2 times per day
  • Campaign Other People – More on this in later steps

Within Bundle Post Schedules, you will want to make a new schedule for each of the social media accounts that will be involved in the campaign. If there are multiple social media accounts on the same network that have the same number of posts per day (Twitter in our example) make separate schedules for each with the time slots different for each. This way they will not be posting at the same time on the same network, though they will be posting 4 times each day during the campaign.

*you can also use the Bundle Post drip campaign for FB pages, Facebook personal profiles, Linkedin and G+ pages and any other groups or social networks supported by Hootsuite.

Step 4: Write Your Posts – This step should be broken into to segments:

  • Number of Posts: Before you begin writing the social media posts for your campaign, you first need to determine how many posts you need for the entire campaign. To calculate this, take the highest number of posts per day in any of the schedules you have made for your campaign (in our example it is 4 posts per day for Twitter) and multiply it by the number of days for the campaign. In our example, we did a 13 day campaign.

4 posts per day x 13 = 52 total posts needed

  • Writing Posts: So now you will want to create a new “My Content” folder in Bundle Post and begin writing the text of your 52 posts and include a URL where appropriate for each post. It is really important that these 52 posts have no duplicates for two reasons; 1) Bundle Post will not allow you to have duplicate posts included in an export (due to Hootsuite’s restriction) and 2) You want all of your posts to be different so they are not intrusive in your streams. Using a small number of URLs mixed across the 52 posts is fine though.

Here are some examples we used: 

  • The All new @BundlePost 2.0 will be launching June 13th!!
  • The brand new Bundle Post 2.0 will have an entirely new website and improved user interface. Are you ready? http://BundlePost.com
  • Get your Free @BundlePost account before they’re gone June 13th! http://BundlePost.com

*Notice that some posts had URLs and some did not. You’ll want to mix it up depending on your specific campaign requirements, product or service.

Step 5: Create Facebook Graphics – We added some creativity to our campaign by creating graphics about the launch that counted down the days like a space shuttle launch. We manually uploaded and scheduled them on our Facebook page and as they posted live each day, we would manually share links to the graphics on all the other social networks.

We highly suggest this for many cases. It not only provides the visual aspect for your messaging, it helps drive traffic and likes on the fanpage, making the graphics you post on the Facebook page linkable from other networks.

Step 6: Do Your Bundle Post Exports –  Once your posts are written, you will need to do your Bundle Post Exports for each schedule you created in the system. This will need to be done no later than the day before the campaign will need to start posting. This step has the following sequence:

  1. Click Export in Bundle Post.
  2. Select the schedule you want to use and the date that the first post for the campaign should start. (in our example the start date was 13 days before launch)
  3. On the Export Table, scroll down to My Content folders and open the “Campaign” folder with your 52 posts in it.
  4. Select all the posts for the export, run hashtags if desired, then export.
  5. Upload the Bundle Post file into Hootsuite, selecting the proper social media account that coincides with the schedule you just used.

*Important Notes:

  • If you have multiple accounts on the same social network (as in our case on Twitter) not only did we use different posting times for each, we also used the Auto Sort function on the Export Table to ensure that the same posts were not posted to the same network by these three Twitter accounts at or near the same time slots.
  • To do the exports for the other social networks, you will also calculate the number of posts you need for them based on the number of posts per day. For Example: In our campaign we posted 4x’s per day on Twitter and only 2x’s per day on Linkedin. Therefore we exported 52 posts for the Twitter campaign from the My Content folder and only 26 posts for the Linkedin schedule export. – *If we exported all 52 posts for the Linkedin schedule, the campaign would run for 26 days on Linkedin, due to the fewer posts per day in the Bundle Post schedule made for our Linkedin account. Make sense?

Step 7: Do Exports For Supporters – Lastly we used a little known ability of Bundle Post to expand the reach and success of our campaign. We created additional schedules and exports for that list of friends and supports and gave them Bundle Post files to upload into their Hootsuite accounts! Therefore we had some 20 other Twitter accounts also sharing our campaign posts at different times and all they had to do was upload our file. Easy and effective.

So there you have it. All the details of how we launched 2.0 using the Bundle Post system to create an effective social media drip campaign. The result of the campaign not only achieved our objectives, it exceeded our goal by a huge percentage. We increased our active user base by 100% instead of the 30% goal and have continued the growth with a smaller, ongoing drip campaign using Bundle Post that continues to drive traffic and new user growth.

How are you going to use Bundle Post drip campaigns for you and your clients?  Get started FREE

5 Comments

Filed under Bundle Post, Community, Facebook, Fanpage, Followers, Google Plus, Hootsuite, Marketing, Results, Social content management, Social Media, Social Media Management, Social Media Marketing, Twitter, Uncategorized

Reality Check: Daily Required Social Media Marketing Activity

I am frequently seeing articles explaining how to do social media marketing in 30 minutes or an hour each day and decided it was time to deliver a reality check. Unless you are a social media “guru”, “author”, “celebrity” or #fauxpert that has never done social media marketing outside of self promotion and has a huge social following, it’s time for a reality check. Any expectation that real results, revenue and return on investment for any SMB or marketer will be achieved by following such advice is foolish thinking.

Social Media Reality CheckSorry to burst your bubble, but effective social media marketing is a detailed combination of technology integration, creativity and a whole lot of activity 24/7. It’s not working when you want, getting weekends off and forgetting to check your feeds, mentions and conversations for days at a time. We call that kind of activity and dedication social networking, not social media.

That’s great if you are an enthusiast that is not using social media channels for marketing, but then again I don’t write for enthusiasts. My articles are always focused on the average brand, SMB, individual marketer and social media agencies. It’s what I know and do, not a hobby or a subject matter I have become known for and use to generate book sales, speaking gigs or ad revenue from blog traffic.

Our goal is to change the message of the industry that is dominated by the folks outlined in the above paragraph into that of real effective use of social media by people who have and actually do it. It’s one thing to consult Starbucks or most other major brands on social media because you sold a ton of books about the subject. It’s another thing to actually create and execute a strategy for the majority that make up social media marketers like small and medium brands or individual marketers and get results. Heck, my 14-year-old daughter could consult Starbucks or most other major brands on their social media marketing. They do it wrong and don’t have to do it right. They have billions in media and marketing dollars that drive their brand on and offline.

While articles that tell you that you can get results with minimal time and effort in social media are incredibly appealing to the masses, I am hear to tell you that it takes work.

*Note – Social media agencies, consultants and coaches – keep reading. There are some reality checks for you as well. :-)

In an effort to both deliver a reality check as well as a real guide of activity, following is a list of SOME daily activities that are required to get results with any social media marketing program.

1) Content Posting: Every day you need to have relevant valuable content for your audience in your stream. Content that gets them to engage, like, comment and share. Not just posts about you or what you do, but information, news and articles your audience will find relevant.

How much content? Here is a basic list of posts per day on a few of the networks you are likely working with:

Twitter – 15-20
Facebook Personal – 4-8
Facebook Page – 3-6
LinkedIn Personal – 5-10
Groups – 1-4
G+ Personal – 10-15
G+ Brand Page – 2-5

Every industry, audience and brand is different, but this will give you a sense of some minimum levels that are required.

2) Content Creation: Like it or not, you have to not only share content relevant to your audience, you also have to create your own content. Blog posts, videos, images, infographics, etc. You can’t lead in an industry where you are not contributing to its message in new ways. This is not an occasional required activity, it’s every single week.

3) YOUR Content Posting: Once you have created content, you need to post it. The good news is that the more content you have created the more content you have available to post daily. I believe content you have created and posts that are about you and what you do should make up about 20% of what you post every day.

4) Content Sharing: Part of social media marketing is sharing other people’s social posts that you and your audience may find interesting and valuable. This serves two purposes;

  1. It delivers additional value to your audience beyond what you found and posted.
  2. It lets others know that you appreciate what they post and wanted to pass it along.

5) Real and Real-Time Posting: These posts are above posting and sharing content and are just about being real, human and approachable. These are often just text and consist of what you are thinking, the weather, where you are and what you are doing. Don’t forget that people connect with people in social media. Don’t be a logo or a robot. Nobody can like or build a relationship with either of those.

6) Community Growth: Every day you need to be growing your community of fans, followers and friends that are your target audience. If you build it they will come doesn’t work in social media. Though doing the above 5 activities every day will help you consistently grow your community, if you are using social media for marketing, that community size needs to increase. Therefore every day you need to be searching and finding your target audience on all of the social networks and connecting with them. Don’t wait for them to find you.

7) Community Outreach: Within your community you need to continually reach out and engage. That is no different from being at a live networking event. You start conversations and get to know them. You share their content and information with others and build a relationship. This must be done daily to be effective with social media marketing.

8) Response/Engage: The opposite of outreach is responding. When someone likes, shares, comments on your posts, acknowledge them, thank them and star a conversation. If someone mentions you in social media, respond.

I have a lot to say about this section, but in order to keep it a blog post and not an article I will say that timing matters. When someone mentions you or comments, they are there, online, right now. Waiting hours or days is missed opportunity and will never see any real results.

9) Follow Backs: When someone follows you on Twitter, Circles you on Google Plus or Friends you on Facebook or Linkedin, you need determine whether you want to reciprocate or accept. I recommend that this is done every single day. We do it twice per day ourselves.

*Tip – if you’re using social media for marketing, follow, friend and connect with those that are your target audience. If you are a restaurant in Tennessee, friending or following someone in the UK doesn’t make a whole lot of sense.

10) Data/Statistics: You need to know what is working and what isn’t. Paying attention to your statistics, results, analytics and data on a daily basis is required. Knowing this information enables you to adjust the what’s and when’s of what you are doing and set realistic goals and targets. Not knowing means you are not getting anywhere.

11) Planning/Strategy: Every day you need to be planning and adjusting your strategy. Using what you learn to improve results in social media marketing is no different from anything else in business. Test, measure and adjust… DAILY.

More Reality Checks for Marketers:

So if you think that real, effective social media marketing can actually be accomplished in 30 minutes or an hour per day, I invite you to think again. This is why there are so many social media agencies out there and more popping up every single day. Not too many people have the time, knowledge and ability to execute all of these thins on a daily basis. If you can’t either or are not getting results, I suggest you speak with a qualified social media professional agency as well.

*If you are paying $99/mo for “social media” from some online company, you’re being robbed. It takes far too much time, tools and activities to really do social media marketing right that results in real business.

More Reality Checks for Social Media Agencies:

If your agency is teaching social media marketing instead of doing it, before taking some unsuspecting persons money, be sure they understand what it really takes. Stop taking money from people to teach them things they will never have the time, skill or experience to execute well. Anyway you slice it, it’s stealing…

*As a consultant or agency that teaches social media, the person you teach is rarely the CEO that paid for you. Be aware that the admin, intern or junior employee you train, will soon be in love with social media marketing just like you and will be starting their own agency when their employer pulls the plug. Stop creating competitors for yourself every six months, while making pennies for doing it. Do the hard work for clients and get them real results by delivering effective social media management that has value and recurring revenue.

This is just the tip of the iceberg. There is so much more required in social media marketing like strategy, targeting, social selling, conversations and more. But true to form, I am not here to condemn or be hurtful. My only goal here is to increase the effectiveness of social media marketing in general and change the message to real results, not scores, followers, likes or speakers. Go do this!

By Robert Caruso
@fondalo
http://fondalo.com
Founder/CEO – Bundle Post

Google+Google

36 Comments

Filed under Agency, Blog, Community, Engagement, Facebook, Fanpage, Followers, Google Plus, Infographic, Marketing, Relationship, Results, Social Media, Social Media Management, Social Media Marketing, Social Media ROI, Strategy, Twitter, Uncategorized

Focus On A User View Analysis Of Your Social Media Presence

Many social media marketers and even social media agencies spend a tremendous amount of time on tracking, analytics and reporting. Much of these activities give some insight into the reach and effectiveness of a social media program. However, some of that activity often ends up as “make-work” time-wasting that does not lead to actionable information of value.

Faceless Social Media ProfilesOne of the evaluation activities that is often overlooked is user-view analysis. User-view analysis is the viewing and evaluation of your total social media presence from the perspective of your target audience. You know what you do, the services you provide and the products you make, but does your social presence, profiles, graphics and messaging reflect that accurately to your community?

Now is where you get completely honest with yourself. Step back and pretend you are your prospective customer, then view your social media marketing from their perspective:

1) Review your feeds – What are you posting? If you were a follower or fan, would you find it interesting, fun, something you would share or comment on? Are you pitching too much? Is what you are sharing, posting and including in your various feeds relevant to the interests of your target audience?

2) Review your bio’s and profile content – If you didn’t know you or your brand at all and you looked at your twitter, facebook, fanpage or Linkedin accounts. would you understand what you do? Would it be interesting or enticing? Is the bio part human, part business or simply a cold, drab incoherent rant? If you were your target audience would YOU follow the account, like the page or accept the friend request?

*I highly suggest that unless you are a larger established brand, include YOUR or at least A name in the name field of your Twitter account.

3) Review your graphics - If you’re a solepreneur, a startup or new in social media marketing, I highly recommend that your twitter account contains YOUR picture, not just a logo. People build relationships with people, not brands and logo’s they’ve never heard of!

4) Continuity – Does the message on all of your profiles, website and blog contain the same branding, message and continuity? Once you are sure you have the proper messaging, take the time to ensure that all connection points across the social graph reflect the similar value propositions and voice.

Here are the hard facts about neglecting to walk through these steps and look at your social media presence as your target market does. What you don’t know will hurt you. Most won’t tell you how bad your profiles are or that they are not following you because of this issue or that. Nobody is going to tell you they won’t do business with you because you are poorly handling your social profiles, content and strategy…

THEY’LL JUST LEAVE!

By Robert Caruso
@fondalo
http://fondalo.com
Founder/CEO – Bundle Post

Google+Google

1 Comment

Filed under Agency, Community, Facebook, Fanpage, Followers, Marketing, Relationship, Social content management, Social Media, Social Media Content, Social Media Management, Social Media Marketing, Strategy, Twitter, Uncategorized

Google Reader Shutting Down Leaving Huge Curation Gap For Marketers

Google ReaderYesterday Google announced on the official Google Reader Blog that on July 1, 2013, they will retire Google Reader. Originally announced on the official Google Blog that same day, the excuse given was that usage over the years had declined and that the company is focusing its efforts on other products. As I read and researched the effects that this decision by Google has on social media content curation, I was compelled to pull a late night and write a post about it, in place of my originally scheduled blog post.

What does this mean for social media marketers that rely on Google Reader and other readers for social media content aggregation,  discovery and sharing in the social graph? It may be more of an initial inconvenience for some, as there are many other RSS readers on the market. Many other readers do use Google Reader for their syncing though and that will cause even more wide spread RSS reader issues. This change is also signaling that for social content aggregation and curation, scrolling through readers, scheduling content one by one manually or with browser plugins like Hootlet and Bufferapp, is definitely going away and frankly it must.

Efficient, reliable and effective means of content discovery, scheduling and management has to be done differently if social media marketing time spent is going to be able to realize profitable returns. Done properly, social media agencies,  marketers and brands must have enough interesting, relevant content in their streams every day and they know that. Content is where everything starts. It’s what creates conversations, develops thought leadership and influence, all of which are required for real results.

With old school content discovery and management methods going the way of the dumb cell phone, one must consider where social media content management is going. Where it has to go and what that looks like. Let me show you…

Though we rarely write about our own technology, this market changing event by Google compels us to do so this week.

Originally as an agency, we had the same issues you do. Searching, finding, editing, scheduling, hashtagging and posting enough relevant, valuable content for our clients target audience across all of the social network accounts they had. And doing that 7 days a week. Efficient? Not so much. Consistent? Near impossible. Effective? Let’s not go there. Profitable? We all know the answer to that. We knew that if we did not spend the hours every day on content management, all other social media management functions, results and metrics would fail. Something had to be done differently…

Bundle Post InfographicBundle Post is the first Social Content Management system designed to solve the enormous time challenge of content management within social media. We designed it for us and had no intent on making a product. That changed quickly as the results increased on every client program, we saw huge efficiency gains and profitability climbed massively. We knew we were soon to become a social media software company.

So what is Bundle Post? The system efficiently handles 5 of the time-consuming back office functions related to social media content.

1) Aggregation and Curation – Attach Google Alert and RSS feeds where all content is ingested four times per day and saved as social media posts. You can view, edit and delete content you wish to use from every feed channel.

2) Legacy Content Management – My Social Content serves as repository folders of you and/or your clients legacy social content posts. Their website, videos, fanpage, interviews, photo’s etc. Legacy content can be merged with curated feed channel content and together be scheduled as individual posts for your newsfeeds.

3) Hashtags and Content Change – Hashtag folders for all campaigns can be created and house the keywords/phrases you want flagged for content changing in the text of all posts within Bundle Post. You designate the replacement hashtag or other text you want the system to replace. It automatically hashtags and/or changes the text of 100 social media posts in a single second.

4) Scheduling – Posting time schedules for all social networks like Twitter, Facebook, Linkedin, Google Plus, Groups, etc can be saved in Bundle Post and merged with content from 1 and 2 above. Easily scheduling 100 posts in less than 30 minutes.

5) Follow Friday Mentions – All Follow Friday posts can be managed in Bundle Post. Each post can be customized, twitter account names added or removed as you wish. With Bundle Post Follow Friday mentions on Twitter take 45 seconds on Thursday night instead of all morning on Friday.

What Bundle Post Isn’t? We are not a social media dashboard like Hootsuite, Tweetdeck or the many others. We do not do anything current dashboards do and they can’t do what we do, due to our 19 claims in a Pending Patent filed over 24 months ago.

Bundle Post is a back-office social media content management system that currently integrates with Hootsuite. Your scheduled social media content comes out of Bundle Post and uploads directly into Hootsuite.

You use Bufferapp or Hootlet to schedule content? That’s great when you come across a single article you want to share and schedule. But why would you spend hours finding, scheduling, editing and hashtagging enough content everyday for all your social profiles?

In 30 minutes our users manage 5 days of currated content, your legacy blog posts and your own marketing content. Yes, that’s right, 30 minutes. Not auto-posted content. Content YOU select and control. Nothing leaves Bundle Post to your social media accounts without you allowing it to be sent. Now you have the time to build relationships, get ROI and even handle more clients, all more effectively with better net results.

One more thing… You can share Bundle Post export files with others in your brands community and they can upload them into their Hootsuite, making your scheduled content reach even bigger. Have we got you thinking yet?

Welcome to Bundle Post. Want a live demo? Hit the website and click to contact us or just message me @fondalo or us @BundlePost on Twitter and let’s change the effectiveness and efficiency of your social media marketing NOW!

By Robert Caruso
@fondalo
http://fondalo.com
Founder/CEO – Bundle Post

Google+Google

1 Comment

Filed under Agency, Community, Facebook, Fanpage, Followers, Hashtag, Hootsuite, Marketing, Relationship, Results, Social Aggregation, Social content management, Social Media, social media automation, Social Media Content, Social Media Management, Social Media Marketing, Twitter, Uncategorized

How To Use Your Legacy Social Media Content To Get Results

Assuming that you have a content strategy that delivers a consistent stream of relevant, valuable and interesting content to your target audience that is NOT about you or what you do through curation, you may need to take a closer look at YOUR content. Your legacy social content is an important additional component to your content posting mix. I find that marketers failing to effectively use their own content is one of the biggest Managing Social Contentoverlooked opportunities within social media marketing. You need to know what you have available and mix it into your streams along with your other content, past as well as new.

Simply defined, “Your Social Content” is anything found on the web about your company that you can link to and/or share in the social graph.

A Few Examples Of Your Social Content Include:

1) Your website home page.

2) All of your other pages on your website.

3) Your Facebook page.

4) Each of the specific photo’s on your Facebook fanpage.

5) Your YouTube channel.

6) Specific videos on your YouTube channel.

7) Past articles you or your brand were mentioned in.

8) Your past blog posts that are timeless and still relevant to your audience.

The Role Of “Your Social Content”:

Your community is constantly growing, with new followers and likes happening all the time. Many long-time connections may have never even seen the original content when it was new or are not aware of what you do to begin with. Therefore, making use of past, timeless content in your streams is extremely important for your overall social selling effectiveness.

Utilizing enough of your social content will help with branding, click-throughs, and more. Be careful not to over do it though. Somewhere around 20-30% should be the maximum percentage of your content in your streams. That should be made up of new and archived content about you.

Know What You Have Available To Use:

Tracking the social content you have available to you to share about your brand can be a huge challenge. We experienced this quite frequently when we were a social media agency. Couple that challenge with the time to ensure you are including it as well as simply remembering to do post legacy content and the challenge gets even bigger. Those recurring struggles are a few of the reasons that led to the development of our Bundle Post software.

A repository of your social content in a central location that can easily and quickly be inserted in with the rest of your content posts is highly important. Spreadsheets and Word documents are great, but very cumbersome to manage, especially with multiple team members as with agencies. Relying on memories to include content and tracking what you have available needs to be efficient and effective for best results.

Make content aggregation, as well as repository posting of your legacy social content a priority to see new gains in your social media marketing efforts.

By Robert Caruso
@fondalo
http://fondalo.com
Founder/CEO – Bundle Post

Google+Google

1 Comment

Filed under Agency, Facebook, Fanpage, Marketing, Social content management, Social Media, Social Media Content, Social Media Management, Social Media Marketing, Social Selling, Twitter, Uncategorized