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Organic vs Paid Social Media. 12 myths vs realities 1

Posted on January 23, 2017 by Rob Petersen

organic vs paid social media

Organic vs paid social media.

Organic social media is the use of social networks like Facebook, Twitter, YouTube, Pinterest, Instagram and Snapchat along with the use of free publishing tools like Hootsuite and Buffer to build a social community and interact with it – publishing posts, sharing others’ posts and engaging in conversations and comments.

Paid social social is paying any of these social networks to boost the reach of posts, display ads and videos or sponsor messaging. Paid social media is charged on a cost-per-click (CPC) or cost-per-thousand (CPM) basis. Measurements showing the path to conversions, transactions and sales are also used.

The social media landscape is constantly evolving. Which one to use? Why? What is right balance?

To understand organic vs paid social media, here are 12 myths vs realities.

MYTHS

  1. SOCIAL MEDIA IS ABOUT CONVERSATIONS AND CONTENT: Myth. Yes, it is but it’s also about commerce. Research from Crowdtap revealed 64% of 3,000 people surveyed use social to find inspiration for shopping (up 51% vs. prior year). Nearly half (46%) of social media users are already using social platforms while thinking about making a purchase. 40% of users are actively deciding what to buy based on what they have seen on social media platforms, including reviews and recommendations. This is set to grow.
  2. AS MY SOCIAL FOOTPRINT GROWS, SO DOES ORGANIC SOCIAL MEDIA REACH. Myth. Organic Facebook Reach has been on a steady decline. EdgeRank chronicled the decline.  From 2012 to 2014, it went from 16.00% to 6.51%, a 60% decline. The studies showed brands that struggled to engage their audience, when measured against brands with “Social DNA” were hit the hardest.
  3. LARGE BRANDS WITH LOTS OF LIKES HAVE GREATER ORGANIC SOCIAL MEDIA REACH: Myth. According to a Social@Ogilvy analysis of more than 100 brand pages, Ogilvy also concluded Facebook organic reach hovered at 6%. For large brand pages with more than 500,000 Likes, organic reach hit 2%. Facebook sources were unofficially advising community managers to expect it to approach zero in the future.
  4. ORGANIC IS MORE EFFECTIVE THAN PAID BECAUSE IT’S MORE AUTHENTIC: Myth. Paid social media is believed to be more effective than organic for nearly 60% of social media marketers in helping their business achieve its goals, according to recent research from Clutch. Some 59% of respondents say they agree with the following statement: “Paid social is more effective than organic social.” Some 33% of respondents are neutral about that statement, and 8% disagree with it. Plus, 45% of marketers planning to increase spending on paid social this year according to a study from SocialCode and the CMO Club.
  5. MOST COMPANIES USE EITHER ORGANIC OR PAID ONLY SOCIAL MEDIA: Myth. The great majority of companies us both. According to the Clutch study, 86% of B2B and B2C marketers use both paid and organic social media.
  6. THERE ARE FEW LARGE COMPANIES THAT USE ONLY ORGANIC SOCIAL MEDIA. Myth. 13% of larger companies only do organic social media according to Clutch.

REALITIES:

  1. SOCIAL MEDIA LISTENING REQUIRES ONLY ORGANIC SOCIAL MEDIA: Reality. Organic is ideal for community management. You don’t need paid campaigns to listen to what people are saying about you. It’s always a good idea to listen and monitor mentions and conversations about your brand to guide any social media activity or plan.
  2. ORGANIC SOCIAL MEDIA IS EARNED MEDIA: Reality. Just like organic search, the benefits gained from organic social media such as Likes, Followers and Advocates are earned and not likely to go away in the near term.  With paid social media just like paid search, the benefits are likely to be there as long as you keep paying for them.
  3. SOCIAL MARKETERS HAVE TO ENGAGE GROUPS OF PEOPLE BASED ON SHARED INTERESTS AND PASSIONS: Reality. Regardless whether you’re thinking organic vs paid social media, targeting to people with shared interest and values is a requirement of both. And is the way build an audience, relationships and conversion activities. Hashtags, for example, are equally appropriate for organic and paid social media messaging.
  4. COMBINED ORGANIC VS PAID SOCIAL MEDIA DELIVERS BETTER RESULTS: Reality. In a case study for Castrol Motorcycle Oil, the first phase involved an organic social media marketing campaign for six months. It delivered 5,000 Fans, a good level of organic growth and 26,000 social interactions showing great engagement potential. But Castrol was focusing on North America and only 20% of the audience came from the U.S.  When paid social media was added, this hiked up the number to 36,000 Fans and 140,000 social interaction and 50% came from the U.S.
  5. SOCIAL MEDIA REQUIRES A STRATEGY AND MEASUREMENT PLAN: Reality. As the Castrol case study showed, organic social media helped develop a strategy for a combined effort and measurements guided success. There is no generic formula to determine the right balance of organic vs paid social media. But a strategy and measurement plan leads you to one.
  6. TESTING HELPS ACHIEVE THE BEST ORGANIC VS PAID SOCIAL MEDIA BALANCE:  Reality. Response on social media in general is almost instantaneous. In as little as a couple of days, paid social media can be tested. Variations to ads and messaging can also be tested. A small investment in time or money generates a large amount of learning very quickly in social media.

Does this help you understand the use of organic vs paid social media? Does your company need guidance to help identify the right combination for your business?

 

10 best intranet platforms to help any business get more done 1

Posted on January 08, 2017 by Rob Petersen

intranet

Intranet is an internal website that helps employees get more done.

Today’s intranet does this in 5 key ways:

  • Delivers content
  • Is key communication tool
  • Enables collaboration
  • Supports the culture
  • Creates efficiencies for business activities

While an intranet is often associated with large enterprises, the availability of cloud-based solutions mean more companies can benefit from a sophisticated and cost-effective intranet. One that doesn’t require huge IT support, is easily scalable, accessible and from any device.

If this peaks interest on work productivity for your business, here are the 10 best intranet platforms to help any business get more done.

BLOOMFIRE: Is trusted by hundreds of teams and organizations large and small for their secure, internal web portal needs. From training to document sharing to company announcements, Bloomfire makes uploading, authoring, sharing and managing easy and secure. The Bloomfire SaaS web portal solution allows anyone to get a business portal off the ground in just a few minutes.

COMMUNIFIRE: is a modern, fully featured social intranet software that supports your employees and your business. 99% of Communifire Intranet customers are still actively using the platform after 5 years. From connecting your people and streamlining communication to enhancing collaboration and managing content, the full suite of integrated tools helps an organization be more informed, quicker to take action and prepared for tomorrow.

EXO PLATFORM: Is an open-source social-collaboration software designed for enterprises. It is full featured, based on portal standards, extensible and has an amazing design. eXo helps companies connect their employees, customers and developers through social, collaborative and content-driven intranets, websites and dashboards.

IGLOO SOFTWARE: Specializes in social intranets for document management, including version control and commenting on all content types. Community channels for ongoing employee interactions called Spaces can be administered by specific functional group, like HR, sales, or engineering. One of its customers, a wireless company, utilizes 60 spaces, which they call team rooms for various departments and project teams. Igloo Software is a 100% cloud-based platform, and also deploys extranets, external facing communities or a mixed hybrid of public and private areas.

JOSTLE: Makes it easy to inform and connect employees to get more work done. It’s easy to share news, align teams, recognize contributions and invite participation. Engagement rates are reported to be 5X higher than both traditional employee portals and social intranets to help employees get things done. Software runs in the cloud and requires no customization. So you can be up in running in one week.

MY HUB: Is a low-cost intranet solution that provides an out of the box intranet with a range of powerful business tools designed improve internal communications and employee engagement. Such as staff directory, profiles, secure login, mobile friendly, document/file storage, blogs, forums, custom pages.

PODIO: Owned by Citrix Systems, Inc. is a contemporary model for intranets, providing ready-built and build-your-own apps to fill the employee’s workspace. The Employee Network is the common area where interactions in real time in the activity stream provide visibility for employees online. Groups can get creative using the Intranet App Pack, presented as a collection of apps to share documents, host meetings, and track corporate communications. A creative use of Podio is shown by Pilnga, a social games publishing company, that provide access to various assets through their departmental apps, which eliminates emails and streamlines workflow across the company.

SALESFORCE CHATTER: Extends Wave Analytics to channel partners. While Salesforce has had a collaboration offering in their cloud platform — in the form of Chatter — for a good while now, the recent introduction of its Community Cloud product has transformed the company into a versatile and capable new contender in portals, intranets, and social collaboration.

SHAREPOINT: Still the most used platform for intranets, portals, and digital collaboration in medium to large enterprises today, Microsoft SharePoint began life as a document management solution over a decade ago. The new features in its latest incarnation, the brand new SharePoint 2016, show the continued vitality of the platform and it remains the proverbial 800 lb gorilla in the industry.

YAMMER: Used at more than 200,000 organizations today, Yammer is not quite as popular as it once was yet is still quite common to encounter in companies large and small. Yammer has apps like Slack, and though its ecosystem is not as vibrant or large, Yammer makes a good effort to appeal to developers and supports some key open standards. As a workhorse general purpose enterprise social network, Yammer is very capable, but it’s lack of support for specific business use cases or a well-established way for companies to create them, is a growing oversight. Yammer Everywhere is one particularly notable feature that allows the service to be easily embedded elsewhere, in intranets and other internal Web experiences, to make them more social and collaborative. Yammer does have a very good mobile app as well.

Do these platform convince you that an intranet could help your business get more done? Are there any others you would add? Do you need help finding the right intranet solution for your business.

10 most inspiring digital marketing stories of 2016 4

Posted on December 18, 2016 by Rob Petersen

Digital marketing is an umbrella term for the marketing of products or services using a digital strategy, technologies and tactics that include search, paid advertising, social media and many other properties.

But channels and technologies don’t do justice to the ways some brands are putting it all together.

Here are the 10 most inspiring digital marketing stories of 2016.

  1. ALWAYS: Girls’ confidence takes a nosedive once they hit puberty, Always’ commercial launched an efforts to  help teach confidence to girls and young women through a variety of means. They’ve partnered with TED to create a series of educational videos on confidence that are shared with teachers and students worldwide, and even created the Always Confidence Curriculum, which was unveiled at the Always #LikeAGirl Confidence Summit. Meanwhile, the company continues to push out short, inspiring message via the hashtag #LikeAGirl.
  2. AMERICAN EXPRESS: Open Forum is a collaborative website, on which American Express invites guest authors from a variety of sectors to share their business knowledge and wisdom.  The result of this digital marketing is a content-rich mega-site that’s popular with the search engines – all created without American Express needing to shell out cash to content contributors.
  3. DACIAS: A subsidiary of Renault is one of Europe’s fastest growing car brands. Best known for their functional cars that offer amazing price-to-value ratios, the customer market grew by 60,000 cars in the last three years. By using Facebook’s boosted posts, Dacia placed ads related to their Sandero, Logan, and Stepway models. They focused on both desktop and mobile users. By incorporating data from past activity, the company ensured that a wide variety of ad testing was done, essentially optimizing the advertisement’s impact based on where their customers were in the buying cycle.
  4. DALLAS PETS ALIVE: Renamed shelter dogs after the most searched and trending topics to increase their chances of adoption — with pooches being named everything from Obamacare to Kim Kardashian’s Butt. The push was promoted by a funny online film and a Paid Search campaign. The digital marketing campaign grew traffic to its website by 98% and increased adoptions year-on-year by 200%.
  5. DOMINO’S: Really wants to make it easy to order pizza. The company let customers request delivery of their favorite pizza by tweeting to the @Dominos Twitter account, or by using the hashtag #EasyOrder. The tweet-based order system earned Domino’s media coverage from the likes of USA Today, Forbes, and Good Morning America, not to mention a Titanium Grand Prix award at Cannes. More than 50 percent of Domino’s orders come from digital marketing channels today.
  6. GIRL SCOUTS: Noticed that a lot of customers had issues with finding their nearest Girl Scout Representative when Cookie Season was in full swing. They wanted to drive cookie booth searches on their official website and also boost the number of downloads for their Girl Scout Cookie Finder mobile app. This would not only benefit the organization but also, be a massive help to consumers looking to buy cookies. @GirlScouts used an App Card (showcasing their delicious products) in a Twitter App Install campaign, which easily and conveniently allowed users to download and open the Girl Scout Cookie Finder app from their Twitter account. The result was 19,500+ Twitter-driven app installations.
  7. KRYLON: A spray-paint company, sent “DIY experts” to buy 127 “worthless” items along the route and transform them into something desirable, according to the company. After the yard sale ended, Krylon listed all of its transformed items for sale online, becoming the first brand to use Pinterest’s buyable pin feature. All of the proceeds (roughly $2,000) went to charity.As a result, Krylon’s Pinterest following increased by 4,400 percent, and the company estimates it gained $2.7 million in earned media on a $200,000 budget
  8. PWC: Has managed Oscar balloting for 82 years. For the 2016 awards ceremony, the company sought “to create a modern and savvy campaign” aimed at millennials by using Snapchat “to generate buzz internally and increase external visibility around the firm’s involvement with the Academy Awards,” according to the company. In its first two weeks, PwC’s Snap Story on Snapchat jumped to over 700 views. Within three weeks, the campaign received 1,062 related tweets on Twitter and 406 Instagram mentions.
  9. SPOTIFY: Created a very clever personalized video in December of 2015. They called it ‘A Year in Music, what did your 2015 sound like?’. This message was posted across the companies social channels, along with a generic video supporting that message. It then encouraged users to login to listen and watch their personal video, which was comprised of the users most played and favorite sounds of the year. The benefits for Spotify were that this built elements of customer loyalty, making users feel a little bit special – and it also made a lot of their users login when they may not have planned to previously.
  10. THE WIRECUTTER: Affiliate marketing can be a bit sleazy, but it can generate big results when done properly and genuinely. The Wirecutter has set the standard since its launch just five years ago. Labeling itself a simple “list of the best gadgets—like cameras and TVs—for people who don’t want to take a lot of time figuring out what to get,” the site generated $150 million in e-commerce transactions in 2015.

Do these make your list of best digital marketing stories this year? Are there any others you would add to the list? Do they inspire you to create a digital marketing story for your brand next year?

9 mobile app trends for 2017 in 1 infographic 1

Posted on December 11, 2016 by Rob Petersen

mobile app trends

268 billion downloads will generate $77 billion worth of revenue according to Gartner in 2017.

Apps are not just built for smartphones anymore. They are needed for homes, cars and commerce. In 2017, there is a huge entrepreneurs and consumers. It’s creating many opportunities for innovation.

What’s in store mobile app trends for 2017?

  1. 2017 will be the year of small businesses developing mobile apps
  2. Location-based services continue to rise.
  3. Integration of augmented reality into utility apps because they make a great couple
  4. Android Instant Apps to become a common trend
  5. Artificial Intelligence has officially gone mobile
  6. IoT Apps integration to continue unchallenged
  7. Application security to be more important than ever
  8. More companies see mobile apps as a way to increase sales, improved customer experience and be competitive in market
  9. Mobile App revenue to soar to $77 billion

Mobile Apps are now available for nearly every task imaginable.

Want to learn more? Here are 7 mobile app trends for 2017 in infographic.

Thanks to Andrew Gazdecki, CEO at Bizness Apps,

Would a Mobile App help your business to increase sales, improve customer experience and be more competitive in market in 2017?

30 stunning stats to develop a strong SEO strategy 1

Posted on December 04, 2016 by Rob Petersen

seo strategy

SEO strategy is a strong way to build a successful business on the internet.

89% of customers begin their buying process with a search engine.

Search Engine Optimization (SEO) is the process of getting traffic from the “free,” “organic,” “editorial” or “natural” search results on search engines. It requires resources, tactics and, most of all, a strategy.

Here are 30 stunning stats to develop a strong SEO strategy.

  1. 90% of B2B researchers who are online use search specifically to research business purchases (Google)
  2. 73% of in-house marketers and 76% of US agencies say SEO provides excellent or good return on investment (ROI) (eMarketer)
  3. 72% of marketers worldwide say relevant content creation was the most effective SEO tactic (Marketing Profs)
  4. 72% of all people who perform a local search ended up frequenting a store that was within five miles of them (WordStream)
  5. 71% of B2B researchers start their research with a generic search (Google)
  6. 70% of the links search users click on are organic (Search Engine Journal)
  7. 67% of mobile users will leave a website if they become frustrated with the site’s navigation (Search Engine Watch)
  8. 66% of marketers say improving SEO and growing their organic presence is their top inbound marketing priority. (HubSpot)
  9. 65% of smartphone users agree that when conducting a search on their smartphones, they look for the most relevant information regardless of the company providing the information (HubSpot)
  10. 61% of marketers from enterprises cite lead generation as a top SEO priority (Conductor)
  11. 61% of consumers say they are more likely to contact a local business if they have a mobile optimized site (BrightLocal)
  12. 60% of all organic clicks go to the organic top 3 search engine results (HubSpot)
  13. 57% of marketers from enterprises cite increased web traffic as a top SEO priority (Conductor)
  14. 50% of search queries are 4 or more words (so target those long-tail keywords) (WordStream)
  15. 72% of marketers say relevant said keyword/phrase research was the most effective SEO tactic (Marketing Profs)
  16. 53% more likely that your website will show up on page 1 of Google if you have video on the landing page (Business2Community)
  17. 48% of consumers start mobile research with a search engine(HubSpot)
  18. 47% of consumers expect a web page to load in 2 seconds or less (Kissmetrics)
  19. 42% of researchers use a mobile device during the B2B purchasing process (Google)
  20. 40% of consumers turn to a competitor’s site after a bad experience. (Google)
  21. 34% clickthrough rate to the website that is in the #1 on desktops (HubSpot)
  22. 33% of search traffic goes to the entry that is the #1 listing in Google (Chitika)
  23. 33% of marketers say relevant link building is the most effective SEO tactic (Marketing Profs)
  24. 30% of mobile searches are related to a location. (Google)
  25. 28% of marketers worldwide say social media integration was the most effective SEO tactic (Marketing Profs)
  26. 25% more clicks and 27% more profits when using organic SEO techniques and a PPC campaign together versus using just one or the other (Business2Community)
  27. 20% of search queries on Google’s mobile app and on Android devices are voice searches (HubSpot)
  28. 18% of local smartphone searches lead to a purchase within a day compared to 7% on non-local searches (Google)
  29. 15% close rate from SEO leads, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate (Search Engine Journal)
  30. As of May 2015, more Google searches take place on mobile devices than on computers in 10 countries including the US and Japan. (Google)

Are these stats stunning to you? Do they prove the value of an SEO Strategy? Does your business need help developing one?

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    BarnRaisers builds brands with proven relationship principles and ROI. We are a full service digital marketing agency. Our expertise is strategy, search and data-driven results.



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