Tag Archives: relationship

14 Things I’ve Learned About Content Curation In Social Media

We recently published a post called “50 Random Things I Have Learned About Social Media Marketing” that quickly became one of our most viewed posts of all time. It was obvious that many people appreciate a clear and concise post that lists actionable items and truths about effective social media marketing. We decided to apply the same principle to a post about content curation.

14 things I've learned about content curation in social mediaContent curation is something that has been written about quite extensively, however most people still don’t seem to understand what it is and how to be effective with it in social media. In fact many brands even ignore the importance of curation in their streams and instead continually talk about themselves.

Let’s start off by assigning a definition to content curation that is easily understood. Content Curation is the act of discovering, aggregating and posting online content that was produced by others, not yourself. Curation is typically focused on a specific topic or small number of topics that are considered relevant to the audience you’re trying to reach. Though it is often misunderstood, to actually curate relevant content is to also add context, editorial comment or attribution to posts that you are sharing, content curation has become synonymous with aggregating and sharing relevant content whether or not context is added to the post.

As the founder and CEO of Bundle Post, an experienced social media marketer and previously a social media agency founder, I have a lot of time and effort invested in understanding and effectively using social content curation. Here are just a few of the things I have learned over the years that I believe you will find eye-opening and helpful.

14 (of the hundreds of things) I’ve learned about curating content in social media:

1) Knowing your audience and what they’re interested in is imperative.

2) Curating content from the same popular sources everyone else is, is not effective.

3) Curating content that is suggested from sites based on what others are already sharing is not effective. (see number 2)

4) Curating unique, recent and relevant content that is targeted toward your audience’s interest, will initiate engagement by your audience.

5) Retweeting on Twitter and Sharing posts on Facebook is not curating with a strategy, it’s executing someone else’s strategy. You need to RT and share other people’s posts, but not as your entire posting strategy.

6) Hashtagging curated posts with a strategy will grow your target audience if you do it properly.

7) Important reasons you must curate quality content posts:

  1. Provide relevant, selfless value to your community
  2. Build thought leadership on topics important to your strategy
  3. To stay top of mind with your audience
  4. To spark conversations
  5. To earn the right to share and promote your stuff

8) Developing a specific curation strategy is an important part of an overall social media strategy.

9) People are not logged in watching their streams all day, every day. Having enough relevant posts all day long is important.

10) Being consistent with your curation posting makes a huge difference in your results.

11) Proper content curation sparks conversations with your audience and that leads to relationships and ROI.

12) When a curated post receives a lot shares, likes and engagement, it is resonating with your audience. Schedule it several more times over the next week to maximize the effectiveness of that single post.

13) There is no choice between quantity and quality with content curation. It’s always BOTH.

14) Curated social media posts that often get the most shares and engagement are the ones that are by relatively unknown sources!

As you can see, effective social media curation is anything but mindless sharing. It is conscious and active and based on a deep understanding of your audience. There is a substantial difference between the end results of sharing content suggested by some algorithm, a tribe you belong to or content that is really popular as opposed to curation of unique, recent and relevant content your audience finds interesting and valuable. The thoughtful execution of a well thought out strategy is what makes content curation massively effective in the long run.

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Filed under Brand, Content, content creation, Curation, Facebook, Marketing, Relationship, Results, Retweet, Social Media, Social Media Content, Social Media Management, Social Media Marketing, Strategy, Tools, Twitter

The How To’s of Customer Targeting, Acquisition And Retention In Social Media

In a report released earlier this month, “Over 85% of US marketing executives cited acquiring new customers and increasing retention as the top two 2014 marketing priorities.” After reading this, I asked myself when isn’t that the top two priorities of most executives? Isn’t that why a business is marketing to begin with? But I digress…

Customer Targeting Retention & Acquisition in Social MediaThe report further outlined that Executives said that “getting or holding target customers’ attention, as well as finding their target audience online, were the top two major challenges.

I find it interesting how larger brands and agencies find these things so challenging. They have the biggest budgets, the most resources and yet still navigate the online marketing world as if it is print or television. In today’s social networking world, finding your target audience couldn’t be more simple. Holding the attention of target customers is really just as easy, if in fact you are doing it properly.

What small, local and medium businesses lack in the form of resources and budgets, they more than make up for in common sense, nimbleness and the ability to effectively execute quickly. If and only if you understand one simple truth about digital marketing in today’s world…

It’s NOT about YOU!

The reason most of the big brands see the issues outlined in this report and challenging is because most have yet to recognize this fact. Big brands often solely self promote their wares and create a persona of “too good to engage” to their audience. A quick scan of most brands social media feeds and mentions will uncover huge communities that are attempting to engage with their favorite brands and those same brands ignoring the comments, mentions and engagement by the very target customers they say they are trying to find and hold attention with. Is it really this difficult to understand?

Acquire and Retain Customers:

If your priority is to acquire and retain customers, engage them. Make them feel wanted beyond their pocketbook. If you ignore your audience, they’ll not be your audience for very long.

Get Attention:

If you want to get the attention of your target customer, create and curate content that they are interested in. It might not have anything to do with your industry, product or brand. Meet them where their interests are and make your feeds be about them, not you.

Find Your Audience:

If you want to find your target customer, simply search for the people that are your target, connect with them and show interest in who they are. There’s no place this is done any easier than Twitter. I have said many times that Twitter is the hub of social media marketing.

The Wrap Up:

In an age where Facebook organic reach is declining to ultimate zero and the need for real results from social media marketing and other online channels are increasing, marketers need to adjust their “we’ve always done it this way” mentality. SMB’s need to better recognize the opportunities readily available and gain the knowledge and executional capabilities required to capitalize on them.

Twitter is your friend, learn it and execute it well to grow your targeted community. It is one of the only social networks that enables you to easily find and connect with your target audience easily.

Facebook now requires you to pay to reach the audience you already invested heavily to grow. Recognize this and either establish a budget to do that or maintain your presence there, but get better elsewhere.

Above all, look at your social media connections as more of an intimate one-on-one relationship, rather than an audience for your advertisements. If you stop ignoring your community and respond to their mentions, seek to converse with them about what they’re doing and curate recent relevance based on their interests, you will earn their respect and gain their interest in what you do.

 

 

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Filed under Brand, Community, Content, Curation, Engagement, Facebook, Marketing, Results, Social Media, Social Media Marketing, Twitter

The Drastic Difference Between Social Selling And Spam

Social Selling continues to gain popularity as a term and an action within the social media marketing space. Social selling has many definitions, but I like the one by @JulioVisko in a Social Media Today article from 2012 that says “staying connected with your prospects and build a relationship with them that goes beyond a vendor toward a trusted advisor.” The key word here is relationship, not selling, something often misunderstand by online marketers and brands alike.

Correct me if I am wrong, but we are all experiencing an increase in Social Selling VS Spamwhat I consider to be the opposite of social selling, under the guise of the often misunderstood phrase. Many newer social media applications are gaining popularity that purport to “find prospects that need your product/service and automate or suggest responses” that supposedly increase “engagement” and sales. Sounds really good, doesn’t it? Not so fast.

All, if not most of these applications are developed by gear-heads that have incredible programming skills, but little to no social media marketing experience or understanding. What results is the numerous @ mentions we are all experiencing when we tweet a specific word or phrase from brands, marketers and twitter accounts we have had ZERO engagement with. It’s simply a search for and respond with function that fills the social graph with noise, frustration and inappropriate sales messaging that has nothing to do with social.

Recently I had a Skype call with the CEO of one such technology company. The demo and call didn’t go very well as you can imagine, and actually degraded into an argument over what social media marketing actually is. This brilliant programmer’s company has tons of logo’s of major brand customers and news sites “validating” how awesome his technology is, which magnifies the problem even further. The individual argued that it is perfectly fine for brands and marketers to use technology to find “prospects” and @ mention them with a specific offer of their products, even if they have never followed, engaged or connected with the twitter account previously.

Well, I vehemently and respectfully disagree. Where I come from, we call that spam. You know, the unwanted and unrequested direct contact by a person or brand you don’t know, soliciting a product or service you did not want information about. Easily recognized in our email inbox, yet regrettably it is overlooked as acceptable by the inexperienced in social media.

What is social selling and how do you do it properly?

In a word, social selling is relationships. It is derived from connections and conversations within social networks with prospects for your products and services that start and end around building a long-term relationship. It is providing selfless value to your prospect community and earning the opportunity to “pitch” what you do.

Can you target prospects in social selling?

Absolutely you can and SHOULD! Use tools, searches and hashtags to find your target audience or prospects that need what you do, then connect and communicate with them about anything other than what you do. Show interest in them and what they do and most importantly ensure that the content you are sharing is interesting and relevant to THEM, not exclusively pitching what you do.

Social selling and spam are at opposite ends of the spectrum of effective social media marketing.

One is targeted, sustainable and long-term, one is not.

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Filed under App, Brand, Community, Hashtag, Marketing, Relationship, Social Media, Social Media Marketing, Social Selling, Spam, Twitter

The Importance And Challenges Of Social Media Content Curation [SURVEY REPORT]

This is our second blog post about the results of a large social media marketing survey we connected with hundreds social media marketers, brands and agencies.  We first wrote about the time requirements of managing and scheduling posts for social media marketing and how the respondents spent their time. In this post we are going to focus on the results of the survey questions that focused on content curation within social media marketing.

Content Curation Survey ReportWith the entire survey we really wanted to understand where and how social media marketers spent their time, what their challenges were and where the needs exist. Related to content curation, we attempted to determine its perceived importance and effectiveness, as well as the challenges social media marketers face with the function.

From our first piece written about our survey results, we know that 75% of social media marketers are spending at least two or more hours per day on scheduling social media posts, which includes curated content. But we wanted to know how many believed content curation to be very time-consuming.

We asked them “How much they agree or disagree with the following statements about content curation”

1.  66% answered Agree or Strongly Agree that Content Curation is very time-consuming for social media marketers.

We know that back office, time-consuming tasks within social media marketing has a direct correlation with how much time can be spent on the things that actually get results. Time spent on things like commenting, conversations and relationship building suffer when proper time is dedicated to the time-consuming tasks like, finding, editing, hastagging, scheduling and posting relevant, valuable content in your streams that resonates with your audience.

2. To the Statement: Content Curation is most effective when it is done consistently – 95% Agreed or Strongly Agreed

Marketers clearly believe that consistency matters when it comes to content curation if you are going to be effective. However, due to the time-consuming nature of these tasks on a daily basis, marketers often have to prioritize them to the back burner in favor of engagement and relationship building efforts that can’t be ignored. At the same time, 95% of social media managers state that consistency is how to be effective with curation. A substantial quandary.

3. While the majority of 56% said “I need to spend less time curating and more time and resources on engagement“, 32% where undecided.

This statistic was very interesting to us because 66% said content curation was very time-consuming, yet only 56% said they need to spend less time. A HUGE 32% said they were undecided on whether or not they need to spend less time. We believe the reason for the undecided answer might be their less frequent use of curation as compared with the 56%.  With 60.3% of respondents identifying themselves as a social media agency, consultant or a brand, more likely to post curated content more frequently on a daily basis, the disparity makes more sense.

4. Respondents were split on the statement “Finding relevant content to post is the most time-consuming“.  42% agreed, while a close 41% disagreed, leaving the remaining undecided.

We found this very interesting as well. We believe experience, type of respondent and the amount of tools employed by marketers and agencies may account for the split.

5. When asked if “Editing and scheduling curated content is the most time-consuming“, 47% of social media marketers said they agreed.

Once you find content to share, you still need to curate it by editing the text of the post, hashtag and schedule it to go out when and where you want it to publish. Nearly half of those surveyed struggle to keep up with this time-consuming process.

This was backed up by a recent study published by eMarketer which explains that “…curation is not as easy as simply finding and sharing content. Organizations need a strategy, and a calendar, and most marketers report that every stage of content curation is still a struggle for them. Even a majority have trouble just sharing the items they do find.” The research noted that upwards of 52% were struggling with effeciently sharing content they discover.

6. Moving from basic content curation questions, we asked if they “always properly hashtag curated content they schedule“. 53% said they always do and still a large 32% said they do not.

Always is a pretty definitive word, to which over half agreed with such consistency in their efforts, while one-third said they do not. This reflects the growing importance and perceived value of hashtagging posts within social media marketing.

Here is a look at all the statements and results together.

Survey on Content Curation

It is very clear that social media marketers are in agreement that consistent, frequent content curation is extremely important to an overall social media marketing and content marketing strategy. They also agree that when done properly it is time-consuming and better processes and tools are needed to improve this challenge.

What are the challenges you face that prevent you from being consistent and frequent with content curation?

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Filed under Agency, Brand, Content, Curation, Engagement, Hashtag, Marketing, Relationship, Results, Social content management, Social Media, Social Media Content, Social Media Management, Social Media Marketing, Strategy

Where Social Media Brands, Marketers And Agencies Spend Their Time [REPORT]

We recently conducted a survey of social media marketers, brands and agencies to better understand where they spend their time and the challenges they are facing with their social media marketing. The 11 question survey consisted of multiple choice questions, as well as multi-part questions that asked the respondent to rank their agreement with specific comments/challenges of content, social marketing and curation. With hundreds of respondents completing the survey, we decided that there is a lot of relevant information that others in the industry could learn from, so we will be writing several posts about the data.

For this post, we are going to focus on the main activity and use of time questions we asked.

Question 1:  HOW MANY DAYS PER WEEK DO YOU SCHEDULE CONTENT FOR YOUR SOCIAL MEDIA STREAMS?

This question was crucial to understanding the level of experience of the survey respondents. Those of us in the industry for some time, we understand the importance of consistent, relevant content in all social media streams on a daily basis, all day long. In asking this question we learned that the majority of the survey respondents are heavily active with scheduled social media scheduling and a small percentage of respondents are less experienced.

82% of those surveyed stated that they schedule social media posts three or more days per week. A huge number, no doubt, but what we found most interesting is that a huge majority of almost 66% schedule content five or more days per week for their social streams.

Days You Schedule Social Media Posts

We believe that this information is showing that if you are not scheduling content for your social streams at least 5 days per week, you are likely getting lost in the noise of those that are, or at least you are sitting at your desk everyday manually live posting content to your streams.  These numbers are inline with our philosophy that social media is like a freeway and you have to have enough cars (content) on the road everyday to be seen, let alone effective.

Question 2:  ON AVERAGE, HOW MANY SOCIAL MEDIA POSTS TO YOU SCHEDULE EVERY DAY ON TWITTER

58% of social media marketers stated that they schedule more than five posts per day on Twitter and over 35% schedule more than 10 posts. Given that Twitter is a much more active posting site this was not a surprise.

Twitter is a unique social network in that updates are displayed only at the time they are posted, whereas Facebook for example will display content in the newsfeed over and over based on when users login and how well an update is engaged with by your friends/followers. Since Twitter is void of such an algorithm and posts scroll based on when it was posted, not how much engagement the post receives, posting much more frequently is imperative.

Posts Per Day On Twitter

Posting enough content on a daily basis to Twitter is crucial to growing a targeted audience, sparking engagement and building relationships. You want to be sure that whenever your audience happens to login and check their streams, they see something of valuable and interesting from you. This builds thought leadership, creates opportunities for sharing and conversations, which is what results in ROI.

Question 3:  HOW MANY HOURS PER DAY DO YOU SPEND FINDING, EDITING, SCHEDULING AND POSTING CURATED AND MARKETING CONTENT TO YOUR SOCIAL MEDIA ACCOUNTS?

When we asked how many hours per day these social media marketers spend managing and scheduling content, an astonishing 75% said two hours or more. That’s two or more hours every single day managing curated and marketing content for their social streams.

Hours Scheduling Social Media Posts

The question that should also be asked is, if you are spending 2-5+ hours per day managing your social media posts, what are you not doing that could be getting real results? Engagement, conversations and relationship building are all going to suffer if this much time is required everyday managing scheduled posts and marketing content.

Let’s be clear, you have to have relevant, valuable content in your streams and you also have to post updates about you, your products and what you do in an appropriate mix. If you have little or nothing in your streams, you will not get engagement. Without likes, comments and conversations it is impossible to build relationships on and offline. Without relationships your social media marketing has no foundation and will not achieve real results. It’s a quandary isn’t it?

The challenge facing the social media agencies, marketers and brands we surveyed and the millions of others around the world is that much of the time spent everyday on social media marketing is unproductive time. This survey shows that much of the time and effort doing social media marketing is spent in the back office finding, managing and scheduling content, rather than in conversations, relationship building and other functions that lead to revenue and ROI.

With the thousands of tools and applications on the market that are designed to help with these tasks, why are so many still dealing with this time/effort mismatch? We believe the answer is that most of the tools available aid with some of the curation and scheduling tasks, but few actually impact efficiency enough to make a substantial difference. Therefore, we see the answers to the survey still showing an incredible amount of time and effort being spent in the back office.

Read about 8 new ways content curation and social media marketing just got easier. That’s where Bundle Post makes a massive impact.

In our next post, we will unveil additional eye-opening details of this survey and give you a lot more data on what social media challenges marketers say they have today.

The second second survey report post is now out – The Importance And Challenges Of Content Curation

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Filed under Agency, Brand, Bundle Post, Content, Curation, Engagement, Marketing, Relationship, Results, Social content management, Social Media, social media automation, Social Media Content, Social Media Management, Social Media Marketing, Twitter

Has Social Media Eliminated the Need for Face to Face Networking?

After a slow period of adaptation for many business people, nowadays most savvy business people are soundly embracing the Internet and social media for their networking and marketing needs. Even those who held out against social media use in their business are now realizing that this powerful force is here to stay and that using it is cost-effective and delivers results. In fact, many are starting to wonder if social media has eliminated the need for real world networking.

Face to Face Networking Remains Relevant

Digital NetworkingWhile online marketing is incredibly efficient and widens your scope of who you have the opportunity to network with, networking face to face is still incredibly important. This is especially true if your clientele is at least partially local. Getting out and meeting people will do wonders for your business, because those who may be on the fence about using your business will be more likely to be swayed in your direction after getting to know you.

There are many things that you can achieve much more readily in person through face to face networking. These are the things that tend to be more challenging to achieve when you only network online. Face to face networking lets you:

  • Build relationships that will lead to cross marketing opportunities with other businesses.
  • Establish yourself as a subject matter expert with your local community.
  • Stand out from the competition that is not doing face to face networking.
  • Get immediate feedback and responses that take much more time online.

Integrate Online And Offline Networking for Maximum Results

Integrating online and offline networking can produce the biggest benefits for your business. In fact, doing so allows you to be very strategic in your networking efforts and make the most of the time you dedicate to real world networking.

Use your online efforts to connect with others who would be ideal customers or fellow business people that you could partner with. Share local networking opportunities with these people and plan to meet at a real world networking event. Not only will you benefit from solidifying a relationship that you have started online, you will likely meet other people through that connection. When you attend networking events, check in via social media and you will likely find that there are other people you are connected to online who are in the same place.

As with any time you meet up with clients or business associates who are virtual strangers  to you, keep safety in mind. Always choose a public meeting place and use your own vehicle to get there, so you can leave quickly if necessary. When possible plan to attend daytime networking events or meetings. Share your plans with a trusted individual, who agrees to check on you if they have not been contacted at a prearranged time.

Even though the Internet is a much safer place to interact with strangers, there are distinct advantages to meeting face to face. Be wary when you do so and you can reap the benefits while not putting yourself in danger. Get the best of both worlds when you network online and off.

This was a guest post by:

TiffanyTiffany McDonald is a mommy, wifey, blogger and cat lover. She is also addicted to coffee, the Internet and all things social. She will talk to anyone willing to listen and is currently on an education campaign regarding family safety and security. She believes the new technologies surrounding home automation will empower caregivers for those of all ages. Connect with Tiffany on TwitterLinkedinor Google + 

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Filed under Community, Social Media, Social Media Marketing

Pendaflex Changes With The Times Using Social Media

Many of us older folks know the brand @Pendaflex. The giant in file folders and everything organizational for the office. Some of the younger readers may not be aware of the brand, as the world has become more and more digital. The company is changing that by using social media in unique ways to reach the younger audience.

Pendaflex is diving deep into the social network space, boasting some 73,000 fanpage likes, an active Twitter account and YouTube channel. The company is taking that further today by launching a unique facebook app utility that will no doubt deliver some value and advantages to the younger market. Last week I was given early access to the application and some insight on its functionality and strategy.

Today, Pendaflex will be launching its app called Tag Tamer, that can be accessed from the company’s fanpage. The custom Facebook app enables you to easily locate all the photos on Facebook that you have been tagged in. You can search by person, month and year, or even ALL images with your tag. The application will display the images you are tagged in that match your search criteria and enable you to open the images and remove the tag, or just remove it from your timeline. Though I don’t, many younger folks that are seeking employment etc. have a few pics they were tagged in that they may not want a perspective employer or others to see. Tag Tamer makes it easy to find them before someone you don’t want to see them does.

I think Pendaflex is being incredibly smart here. The younger generations that are not as familiar with their brand and products are being provided a great utility that provides value and at the same time connects them with Pendaflex. Very smart and very innovative use of their fanpage.

Be sure that you or your clients brand knows their audience and what they would find valuable. Deliver value without pitching your products and they will be far more open to building a relationship and buying what you sell. Creativity and uniqueness goes a long way in social media marketing. Kudos to Pendaflex and their team for nailing a strategy and delivering value to their intended audience!

Robert M. Caruso
@fondalo
Founder/CEO – Bundle Post

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Filed under App, Facebook, Fanpage, Relationship, Social Media, Social Media Marketing, Strategy, Twitter, Uncategorized