After a great first day, we hit the ground running on so much great information. Here are the recaps from our morning sessions:
Snapchat for Business
By Carlos Gil, Head of Global Social Media, BMC Software
With more than 60% of smartphone users between the ages of 13-34 on Snapchat and over 8 billion daily video views, it’s safe to say that the platform is here to stay. If you haven’t jumped on board yet, we’ll get you up to speed on how to use Snapchat for your business.
Snapchat has become a big business, it’s a legitimate marketing channel. If you’re still thinking it might not be, just ask Gatorade. Gatorade spent $500,000 on a one day ad during the Super Bowl for animated lenses. They saw more engagements and impressions than the amount of people who watched the Super Bowl.
Demographics Rule – When it comes to choosing which social media channels are right for you, you should be where your customers are. And if your customers are between 18-35, Snapchat could be great for you. On that same topic, if your audiences are old, it might not be for you. Snapchat reaches 41% of millennials!
Why Snapchat matters?
- 200 million users and 10 billion video views daily
- Most active social network behind Facebook
- Brand adoption exceeding Twitter and LinkedIn
Understanding the Basics
- Mobile app for micro-content storytelling
- Photo and video is 1 to 10 seconds long
- Content posted disappears within 24 hours
Snapchat is Twitter meets Youtube
Creating Content as a brand, it must be:
Geofilters & Business: You don’t have to be on Snapchat with Geofilters as a business. This is a great tool for event marketing.
Converting and measurement
- Great for flash sales
- Make sure you implement Bitly URLs for proper tracking
The future of Snapchat:
- It’s definitely growing
- It’s working on better ad platforms
- Looking to go public in the next year
- Looking to sell more than a billion dollars in ad revenue
Using Intent Signals to Understand, Develop and Measure Audiences
By Mike Clarke, Head of Brand Measurement, Google
In this session, attendees will learn about some of the ways we can use search data to accomplish all of this.
Google emphasizes the meaning of moments, and how can you be there during these moments. Here is the breakout of these moments:
- I-Want-To-Know Moments = Two thirds of question-related searched “what, when, where, how, why, who” are happening on mobile.
- I-Want-To-Go Moments – 90% of searches for “what time does ____ open/close” are happening on mobile.
- I-Want-To-Do – Two thirds of “how-to” searches on YouTube are on mobile devices.
- I-Want-To-Buy – Mobile phones saw 115% year over year in shopping ads.
- I-Want-To-Watch-What-I’m-Into – The number of hours people spent watching videos on mobiles is up 100% year over year.
Intentions help unlock insights
- What types of insights can Google help you with?
- Zeitgeist – Culture
- Google Predict – Google searches are getting intimate and a lot of it is happening on a mobile device.
- Google Trends & Google Correlate – Search terms over time and in relation to one another.
- Google Consumer Surveys
Make sure you are testing out the free tools that Google offers to help increase performance and tracking.
Death to Boring B2B Marketing: How Design Thinking Drives Success
By Cliff Seal, Lead UX Engineer, Salesforce
- The issue
- The solution
- The plan of action
B2B Marketing is hard. Why?
- You’re selling to opaque audiences
- You get complacent or end up doing what works, or what everyone is saying what works.
“What is the biggest problem marketers face?”
“How to keep up with trends to drive higher quality leads.”
Keeping up with Twitter is not following the trends. Maybe you’re bored. Trends aren’t challenging. Vendor balancing isn’t interesting. Ridgid tools aren’t supportive.
#B2BProblems – Just own it
- Grow into its own creative potential
- Put data in its place
- Compete in relevancy not volume
Teach the business owner something new about their needs and challenges.
Design thinking lets the best ideas float to the top. Your ideas don’t necessarily mean your own, but helping facilitate good ideas. Think past the obvious and start asking the right questions is the first step.
Here’s how to start:
- Redefining goals – What is it that I am trying to enable my customer?
- Knowing and embracing your constraints – Frame your creativity by defining what the boundaries are.
- Identify the contexts that can accept failure.
- Start talking to actual people to get insights.
Click the link below to see Cliff’s presentation:
Death to Boring B2B Marketing: How Applying Design Thinking Drives Success
As the morning comes to a close we are extremely excited for the last half of the day, and definitely ready for some lunch!
It has been an exciting afternoon here at Digital Summit Detroit! We started out the afternoon with Michael King, Founder & Digital Marketing Consultant for iPullRank, then a roundtable discussion on social media and ended Day 1 learning about landing pages with Oli Gardner, Co-Founder at Unbounce.
Futureproofing your SEO by Michael King, Founder & Digital Marketing Consultant, iPullRank
It takes a content effort to do effective white hat link building. Most of the time, client’s don’t want to do that, until Google holds an algorithmic gun to your head. There’s a lot of misinformation about SEO like:
- SEO is just make up
- SEO is not technical
@audette “SEO should be invisible”
- Accelerated mobile pages (AMP)
- Mobile-friendly updates
- Feature snippets
- Structured markup for voice search
What’s the future?
- Local, quick, fast and when you need it.
Rankings are not the right measure, it does not show how SEO impacts your business. Success metrics: Leads and conversions.
For those who are even measuring rankings, how are you even reporting on actual rankings? It’s not really possible.
The big shops, just source out the SEO to small shops.
Find the right SEO partner:
- Make effective business cases – Speak in terms of money based on recommendations.
Roundtable: Key 2016 Trends in Search and Social
- Matthew Capala – Founder & Managing Director, Alphametic, Author
- John Colucci – Director of Social Media, Sinclair Broadcast Group
- Leslie Drate – US Consumer Print Social Media Marketing, HP
- Jason Drove – Senior VP of Sales, SocialCentiv
Programmatic: Testing different segments against the creative for ultimate results.
Social Media: Facebook has shown the best results for HP.
Instagram: Not as much CTR because of the medium.
Facebook: At work messenger.
Twitter: Has seen better days…everyone agrees.
Discussion about Salesforce acquiring Twitter and how that may affect marketing on Twitter: If you’re looking at acquisition, might not be good for marketers. They are putting more focus on live and on sports.
- Twitter needs to figure out a way for your to find what you’re looking for easier. Feed curation may negatively affect the engagement, and be more pay-to-play.
- Salesforce and Twitter may be a good match when considering customer satisfaction and customer care. It could turn Twitter into a different tool.
- Currently debates are the largest thing on Twitter. It is also the current police scanner. It’s the most real-time, up-to-date information. Facebook is not as current, not necessarily a bad thing, but it’s just a different medium.
- Instagram algorithms are amazing, crazy accurate and personalized.
- Google + does not correlate to rankings, but it does rank by itself.
- Google indexes Twitter.
- Put copy over your videos on Instagram and Facebook – Not a lot of people are viewing the content with sound.
- People view videos for :30 or longer with no sound
- Snapchat has officially transformed into the Instagram for Stories.
- Snapchat is winning with millennials and geofencing.
- Experts say: not the best results with LinkedIn campaigns.
Frankenpage: Using A Million Little Pieces of Data to Reverse Engineer the Perfect Landing Page by Oli Gardner, Co-Founder, Unbounce
If you’re going to do ads, you better have specific pages for them on your website.
- Links that are ok:
- Anchor Navigation
- Terms & Conditions
- Just make sure everything keeps you on the same page.
- Can people understand your value proposition within 5 seconds? – IF the answer is no you’re failing.
- Visual Identification:
- Can people figure out what you offer right away? Do they understand what the page is about?
- Take away the copy, can you get it the point of the page? If the answer is no, you’re failing.
- Running experiments with limited creative resources?
- Discussion on designing forms:
- But how many form fields? 4 and 7 have over 7% conversion rates so you might as well get more information!
- Top performing forms are in zone 3 – top fold.
- Encourage hunting by moving call to action lower on the page as well.
- What’s the most persuasive word in the english language? It’s because
- Conversion rates increase 25% when you add it to your landing page!
- Free vs. non free verbiage on a landing page – Word free decreases conversions— say what?!?
In closing, there were some excellent speakers today, Seth Godin was absolutely fantastic. We may have to go and read all of his books, after today. Meeting Siri, was amazing and we had a blast seeing lots of familiar faces. We look forward to another day of digital marketing tomorrow!
Although a bit chaotic, lunch was good and full of great conversations with other search professionals. After recapping this morning’s sessions and beginning to explore the expo hall, the afternoon sessions were very busy. (more…)
Perception is everything. No matter the industry you represent, the way consumers perceive your name has a lot to do with the success of your company. In the world of social media, opinions and perceptions have the ability to travel miles within seconds.
Is your business shaping the conversation or are others determining the perception of your brand? To survive in the digital world, it is crucial to proactively take measures to monitor the social media chatter for your brand and industry. Follow these tips to ensure that you’re in control of your perception, not that your perception controls you.
RELATED: What is a Business Blog Post and How Do I Write One?
Follow the Trends
Write content that is relevant to your target audience that can spur a response.
Are you writing great content but having trouble finding an audience that will engage? While promotional posts are great for showing off a new product or service, sometimes they don’t perpetuate the buzz you’re looking for. Relevant engaging content doesn’t away directly relate to your product or service, but it can get consumers engaged in a dialogue on your page, which in turn helps promote your brand as an authority in your industry.
When consumers actively reach out to your page, it is crucial to make them feel as if their opinion is valued. There are different etiquettes to follow for different social platforms:
Facebook: Quick answers can boost your page’s rating
Facebook allows for consumers to voice their opinion in a more descriptive manner due to no character restrictions. Be sure to answer these opinions with descriptive comments of your own since these conversations are available to the public.
Also, if you own a business page on Facebook, you get rated based on your message response rate and time. Try to answer messages within a 2-3 hour timeframe if possible to help boost your rating.
Twitter: Limit characters, engage followers
Unlike Facebook, Twitter has a limit of 140 characters per tweet. This means that opinions and chatter are less descriptive and usually require a somewhat witty response. When tagged in a tweet, try to reply as soon as possible. Consumers really appreciate a well-constructed, timely reply and these can typically get a lot of retweets, giving your brand more exposure.
Monitor Your Own Chatter
Ensure that employees are aware that they are representing your brand in everything they post online.
Even professionals like to get personal sometimes. Today, almost everybody has some sort of personal social media account, even your employees. On websites like Facebook and LinkedIn, you are even able to identify your employer and title on your personal page.
Nothing hurts brand image more than a sour employee taking out their rage of working a 10-hour shift on social media. Make sure your employees are aware of the brand they are representing and that they understand the consequences of poor social media etiquette.
SEE: How Not to SEO
Keep relevant, stay consistent, and never stop posting.
Just like how Rome wasn’t built in a day, neither is a good social media plan. It looks artificial to consumers when you have a string of posts or tweets followed by silence. The key to a successful social media campaign is to consistently update your followers with new posts and engagement. Be active on your social pages so you can control the things being said! It is impossible to control your perception if you are never adding anything to it.
Facebook is the largest used social media site for friends to connect and share things they enjoy. So it only makes sense that your company should use Facebook for the same purpose. Here are seven ways to connect with your customer and market your products on Facebook.
What are the odds that you have check your Facebook, Twitter or Instagram today? Most Americans check their feeds and profiles several times a day, turning it into a routine. SS Digital Media is setting aside all the electronic devices and venturing to Detroit for the fourth annual Social Media Day hosted by Livio and Motor City Casino. The goal this year to connect offline and picking the brains of top business people from Twitter, Facebook, Google and Mashable.
Theme of Social Media Day
Social Media Day will include food, drinks and live music with exciting speakers. There will be a panel discussion with Greg Myrick, a client partner at Twitter; Zafa Razzacki, an account executive at Google, and Neha Shah, sales director at Mashable. Also, there will be a “start-up” section where new, local businesses can showcase their services.
The theme this year is “Generation D.” SS Digital Media is happy to celebrate the new entrepreneurial spirit and personal responsibility Detroit has adapted. This has resulted in a unique fusion of technology usage, created job opportunities and the bright future that Detroit aspires for.