Tag Archives: Instagram

Top 2015 Social Media Predictions – Disruptive Technologies

It’s that time of year again when many social media “professionals” publish their predictions for the coming new year. Rarely, but on occasion, there are less than general forecasts that hit the bullseye. More often than not, many of the predicted transformations, Social Media & Digital Marketing Predictions for 2015platform trajectories and overall suggested industry paths are more or less off base or plainly obvious already from the previous year.

Although we don’t profess to be any more effective with a crystal ball, we believe we do have a fairly good pulse on the industry and have made some pretty on target predictions in the past. Though this is going to be one of our more lengthy posts, as we attempt to detail the background behind these predictions and outline where we see things going, it will be worth the read.

What we believe is very different about this coming year is due to social media in general, as well as the main platforms have matured in significant ways over the last several years, making their current paths pretty obvious to many. Furthermore the consolidation of platforms like Instagram and WhatsApp, among many others have further shown an industry that has grown up.

So What’s Next?

It is our belief that 2015 will see the rise of some very disruptive technology in the social, content marketing and search spaces. These required digital marketing components have become more and more disjointed and the gap in the playing field between the massive content sites and the small brand or blogger is widening at an alarming pace.

Why Is A Change Coming?

When an industry matures, what often happens next is consolidation. The acquisition of perceived current and/or future competition. We have seen this hold true in nearly every industry on and offline. Growth becomes more difficult as an industry matures and market penetration reaches critical mass, requiring acquisition to enable continued growth into new and adjoining markets.

Let’s face the facts, the common thread across all digital marketing is CONTENT. In 2013-2014 Facebook taught us that content is not only key to social and digital marketing success, but more importantly we have to find better ways to utilize it and control it if we are going to be successful – OR – you are going to have to pay to get people to see your content online.

Most of us now know that you must be consistently creating great content and getting traffic to that content in order to make it effective, however Mashable, Huffington Post and the numerous other massive content sites are dominating the noise, shares and traffic online. Everyone from large to local brands, as well as marketers and solepreneurs are now creating content, but are also competing with the plethora of content, news and celebrity sites where there is just no level playing field has become a big problem today and is only expected to get worse.

Today’s Options:

Given the current state of social media and content marketing, you are left with four main options to get traffic to your content.

1) Huge Community – You already have a huge loyal social community built (Big Brands). This represents only about 1% or less of social media accounts.

2) Sharing Platforms (Triberr) – I’ll share yours if you share mine, but wait, you’re not sharing mine. Even when you do share mine, few in your social community care what you share and I don’t get much or any traffic. Are you sure you’re really influential?

3) Social Pay to Play – If you want traffic to your content on Facebook, you better start paying. Does it work, sure! Is it sustainable or cost-effective? We don’t believe it is.

4) SEO/PPC – So you’re spending time on SEO for your content in hopes that it drives traffic. The only problem is that Google only wants to show searchers the most popular PAGES for their search, not the most resent/relevant content for their search. Why? Because they want you to invest in Pay Per Click ads on their platform. This isn’t a real solution for long-term, sustainable content traffic. Is it an option for traffic to your home page or landing page still, maybe…

General Predictions For 2015:

Now that social media and digital marketing has reached this mature phase, we can comfortably predict the next phase, which is disruption. Mature markets with massive companies dominating their space will always give rise to new innovation by smaller, lesser known businesses. We saw this with Google years ago, as they rapidly displaced the previous dominating search engines of AOL, Yahoo, Lycos and Alta Vista. (Ok, we just aged ourselves)

In 2015 we believe we are going to see technologies that will disrupt the status quo of the combination of social media marketing, content marketing and SEO/PPC marketing. These disconnected marketing components are ripe for new and innovative technology that will deliver unique and disruptive capabilities in 2015. We believe technology that uncovers new and completely unique ways to drive traffic to content, provide paths to improved social ROI and diminish the SEO/PPC models we have seen over the past decade are going to be made clear very soon.

Disruption Areas To Watch In 2015:

There are several key areas that I think are going to be dramatically effected with disruption in 2015:

1) General Social Media Marketing – As social media marketing becomes more and more complex, new technology is required to make it easier, regardless of user experience, knowledge or skill. This is a requirement for the industry whose time has come.

2) Big Data – The internal, open web and social silo’s are disconnected and therefore not as useful as they could be. Solutions that connect open web content to traffic to social will change this for big and small brands.

3) Traffic To Content – Technology that levels the playing field for content creators, exposes their content to those that need it and expanding the social reach of content in new innovative ways will be realized.

4) SEO/PPC – Though never going away, Google has made it clear that the inevitable demise of SEO is a top priority. Using SEO and PPC for content traffic will become less useful, requiring innovative technology to replace it.

5) CrowdCuration – We believe we will see the rise of new technology called crowdcuration that will make curating and sharing unique content very efficient, while enabling social users to build new traffic, thought leadership and communities through this new platform.

We will be writing a lot more on these 5 areas over the next 6 months, so be sure to subscribe to our blog, or add our feed to your BundlePost account.

 

11 Comments

Filed under automation, BundlePost, Content, content creation, Curation, Facebook, Marketing, Results, SEO, Social content management, Social Media, Social Media Content, Social Media Management, Social Media Marketing, social media tool

Why Ello and Tsu Entered The Social Media Scene and Why They’re Doomed

There are so many strong beliefs, perspectives and views within the social media industry, and therefore this post is going to be more controversial than we normally publish. The different “camps” of social media enthusiasts, professionals and celebrities are almost as Why Ello and Tsu came about and why they're doomedpolarized as the political parties within the United States and that means emotions can run rampant. Nevertheless, I am known for saying what needs to be said and I will attempt to do that without the emotionally charged words that often spark heated words.

There are several key reasons why new social networks like Ello and Tsu appear on the social networking scene with frequency. Having an understanding of these reasons is essential to make informed decisions on whether to chase after these numerous shiny new and incredibly distracting sites.

A Few Reasons Why Sites Like Ello and Tsu Appear

Trust – Facebook has a long history of building mistrust with its users and business customers. Constant changes, privacy issues and a lack of care or concern for their users. In recent years, Twitter has begun to make users and app developers weary with massive changes to API’s, announcements of things users oppose and other concerns. This leaves the door open to new ideas and competing social network entrepreneurs to believe there is an opportunity.

Limited Results – There are literally millions of brands and marketers using the top social networks, however few are getting real results. The lack of focus, understanding and results being achieved on the main platforms, gives way to a desire for something different that could magically change the results marketers are getting.

Human Nature – As human beings, we are programmed to often take the path of least resistance. Fight or flight as it were. Sometimes as humans, we want the easy way and sometimes something new, entices us that it could be possible.

Boredom – Also being human, we get bored easily. We are often attracted to shiny new things when we get bored and new social networks that get a lot of attention on blogs and from those we are connected to, gets the best of us. We want to be a part of the crowd and be entertained with new a new look, new capabilities and ideas.

Market Size – The overall social networking space is massive. If you come up with something that takes off in this industry, you are assured to become the next billionaire. Even though playing the lottery has better odds than that actually happening, some are allured by the chance and a new startup is born.

VC Gambling – Venture capital firms exist to invest. If they do not invest in new startups, they have no returns. Their models are based on hitting it REALLY big with a tiny percentage of the startups they invest in and losing everything on the majority. The pressure for VC’s to find and invest in the next really big thing is enormous.

When social networks are not trusted, not innovating anymore and polarize their customers and users, newcomers that hope to take advantage of that will appear. It’s that way in any industry.

Why Are Ello and Tsu Doomed?

Understanding a few of the reasons that we will continue to have so-called “Facebook killer” new networks continually popping up, is to also ask whether or not they will actually succeed, gain long-term traction or fail miserably. There are a few things to consider about the ultimately doomed fate of these two specific networks.

Polarizing Niche – Unlike the early days of Instagram and WhatsApp for example, Ello and Tsu have very tight niches that fuel their initial traction. Niches of new social networks are required if they are going to virally scale to critical mass as Pinterest, Instagram and WhatsApp have. But when the niches of these new shiny social networks are largely polarizing, it dooms the network to obscurity very quickly.

Let’s take Google Plus as an example. Starting out it was “largely” made up of two main niche groups of people, those that hated Facebook and those that were employed somehow in the social media industry, with a subgroup of Google fans that will use and love anything they produce. As we jump forward, these polarizing groups have dominated the Google Plus active user presence and prevented it from becoming mainstream, achieving critical mass and prominence.

Conversely, with Instagram and Pinterest,  the niche groups were made up of largely females and iPhone users. These early niches were not at all polarizing, enabling these two new social networks to easily grow and obtain the larger populations, thereby reaching the critical mass we see today. Neither of these two social networks were devised on negative branding or user messages against any other social networks, but rather positive features and capabilities that the industry and users clearly wanted and would use.

Both Ello and Tsu were born out of negative messaging that focuses on how other platforms suck. Although some of the points might make sense, at the end of the day shiny, new or anti-something never wins, market share does. When you look at the niche market segments of users that are attracted to these two new networks, polarizing would have to be considered an understatement.

To be clear, if you like a social network, by all means use it. But if you are doing social media marketing I suggest you focus on the ones that already have critical mass, accepted methods and reach, and leave the chasing of shiny new objects to those that have plenty of inexpensive time on their hands. Real social media marketing requires substantial knowledge, patience and consistency of proper strategies and activities.

There are no shiny objects or new networks that will magically create real results. Let those that don’t have real social media results spend their time chasing the newest shiny thing. If in the end it begins to get traction, becomes mainstream and can realize long-term sustainable results for you or your brand, then consider investing the time to add it to your mix.

7 Comments

Filed under Brand, Facebook, Instagram, Marketing, Pinterest, Social Media, Social Media Marketing, Strategy, Twitter

Leveraging Multiple Social Media Accounts For Better Results [Infographic]

Last week as we were going through our normal social media marketing processes, and we began discussing one of the reasons our social media has been so successful in a very crowded space of social media tools. Many marketers, brands and individuals have multiple social media accounts, but often do not consciously integrate them to achieve the best results. The BundlePost brand executes a very specific procedure for leveraging all of our personal and brand social accounts to achieve the maximum reach, exposure, views and impressions.

This daily process involves cross promotional posting between our teams personal social accounts, back to the brand accounts as well as a consistent system of cross promoting to and from multiple brand social accounts to each other, our content and web properties. Sound a little complex? It can be…

Some of you may be reading this a thinking to yourself, well duh, of course you have to cross promote and you’re right. However the difference between cross promoting across the social graph and having an effective process for doing so is what makes all the difference.

We have created an infographic that depicts a typical day of the BundlePost social media marketing process. Below in the infographic we will detail an example of our process using Instagram as well as an overview of what we do across all platforms.

leveraging multiple social media accounts across the social graph

Instagram Example:

Using our Instagram accounts as an example, here is the flow of our cross promotional process…

1) Morning post of our created/branded graphic that consists of funny, coffee or social media related content.

2) All day we link back to that graphic on all other personal and business social accounts.

3) Our teams personal Instagram accounts post the same graphic to their Instagram accounts later that day/evening.

4) On days when a new blog post is live, the graphic for the blog is also shared late morning on the brand Instagram account with the URL for the blog home page.

5) Our teams personal Instagram accounts post the same blog graphic to their Instagram accounts later that day/evening.

6) At various other times of the day, the brand Instagram account posts other non-brand graphics.

Overview of the Process:

The overall intent of the process is to ensure maximum impressions over the course of the day. Regardless of which platform your target audience happens to be on at any given moment, your content will have the opportunity to be viewed. Just like with television, repeated impressions are what get the audience to take action or remember the brand message.

It is important to note that none of this works without consistency and selfless value incorporated into the strategy. Meaning, if you are going to get the benefits of following this process you must have a social content management system that can execute three specific things efficiently:

1) Consistency – The process needs to be executed daily, across all social accounts.

2) Selfless Value – You need to have enough curated, valuable, selfless content in your streams everyday, all day.

3) Repeat – You need to frequently infuse your legacy/evergreen blog, graphic and other content into your streams.

You want to take a holistic view of your social media marketing efforts. An approach that incorporates all accounts that cross promote and drive traffic where you want it to go. The result of executing this process consistently is that you can stabilize and even predict the traffic to your content, blog and landing pages from day-to-day. You will remove the massive swings of new unique visitors to your website, blog and landing pages, without spending money on ads.

2 Comments

Filed under Audience, Brand, BundlePost, Content, content creation, Curation, Marketing, Results, Social content management, Social Media, Social Media Content, Social Media Marketing, Strategy

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.

But 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

Images Changing Social Media – Instagram, Facebook And Pinterest

Because we are all human beings in social media and online, with exception of bots, we are all very visual. We have a need to visualize what we read and process the text under the proper context of its meaning. Think about it… We process information primarily visually, then use text to get the deeper detail.

Example:  Think about today’s computers and smart phones. Without getting into who stole what from whom, we have GUI (graphical user interfaces) today that makes it easy to use a computer or smart phone. We visually determine what we want to do, largely without reading any text, due to the graphics that guide our actions. This was such a powerful change to everything we do, I even copyrighted the phrase “Pictures rather than words” in 2000.

Many of you read my prediction about Facebook and Pinterest where I predicted that Facebook would create something to combat the Pinterest growth and resulting leak of time on site to the new network. I took a lot of heat for this prediction by the many avid users of Pinterest, but I am used to that. You see, I am committed to never getting emotionally attached to a network or method. I look at the industry solely from the facts and data patterns in order to best utilize social media marketing and be as forward thinking in my writing as possible. Whether it be Google, Google Plus, Facebook, Twitter, Linkedin or Pinterest, I am committed to keeping an unbiased business view of the industry. Am I always right? Of course not. Does this approach give me the ability to provide a unique perspective for my readers, absolutely!

So, with the acquisition of Instagram, it is clear that Facebook did in fact see the importance of the image and categorizing segment of social media Pinterest captured and intended to address it. I believe that Facebook is developing additional “in network” changes to their platform that will make the best use of the Instragram infrastructure and user base that ultimately results in an online and mobile Pinterest-like solution to its users. One of the significant advantages that Facebook achieves with this purchase is an irrevocable lead over Pinterest in the mobile, social media application of grouped/sorted images. That along with becoming the default method for mobile image content creation and sharing to the social graph, as well as it’s primary repository location that houses that content, the momentum gained here is massive!

What’s next? Look for some initial integration of the Instagram platform directly into Facebook’s systems, followed by some substantial changes to the way that images can be grouped and managed within Facebook. I think that they will follow all of this with some additional categorization abilities for shared content that will enable Pin-like sorting of other content not directly uploaded into Facebook by users.

Now that we are seeing the reality of Facebook’s chess move designed to combat the Pinterest phenomena, what do I suggest YOU do? A few things…

1) Stop whining and complaining about it.

2) Be prepared for the inevitable Facebook dominance of this market segment also.

3)  Look for ways to take advantage of these changes for marketing purposes that address the interests of your target audience.

Enjoy!

20 Comments

Filed under Facebook, Mobile, Smart Phone, Social Media, Social Media Marketing