Today, Instagram announced the launch of @Music, an account dedicated to highlighting both well-known up-and-coming artists from around the world. The goal: showcase the love of music in the Instagram community by showing users a different side of the artists and musicians. Instagram wrote about the new account in a blog post:
It means highlighting music photographers, album illustrators, instrument makers and, of course, fans. In the Instagram tradition, we will also welcome community participation with a new, music-themed monthly hashtag project.
@Music will feature six posts per week including three different series:
The first artist featured as part of the launch was @Questlove, Roots drummer and leader of the Tonight Show house band. In addition to being an early adopter to social media, apparently Questlove likes to use his Instagram account to geek out about food. This has become a real passion for him since visiting The Cooking Lab in Seattle.
He told Instagram:
I never thought of myself as a science nerd. I am now more into science than I am into actual music.
The blog takes readers on a journey of Questlove’s discovery and love affair with music, from sharing his insomnia with Donny Hathaway at the tender age of three, to getting his first drum set as a surprise Christmas gift four years later.
Read more about Questlove on Instagram @Music and follow the account for more features on artists you love and artists on the rise.
Article courtesy of SocialTimes Feed
I don’t need to be the man who cried “obvious.” Twitter marketing is already well established as a way for online and offline businesses to promote themselves, their products, and drive website traffic. I’m not here to convince you of that. What I am here to talk to you about is how badly some brands miss the mark.
Are you using Twitter to push your brand message, but getting nowhere? It may come down to a poor choice of voice, or not having one at all. To inspire you I’ve gathered examples from my three favorite brands on Twitter. I’ll explain what they’re doing well so that you know how to imitate them, and I’ll try to steer you clear of common mistakes.
Beyond a basic how to use Twitter guide, what is there for the serious marketer that wants to excel at the 140 character game. Well, to be a bit cheeky, it’s having character in those 140 characters. You’re going to see that all three of these accounts have a voice all to themselves, and their fans respond to it.
By the end of this article I want you to think about what your brand voice can be on Twitter, and I want you to comment below on a possible idea you’d like to work on.
Taco Bell keeps it crunchy
The Taco Bell Twitter account has over 1.5 million followers. That’s quite the audience. The way they have built it is by, seemingly, not caring. Their brand voice is one of pure silliness, the kind of account that someone would post to only during the beginnings of a munchy-phase on 4/20.
Why does this irreverence for the supposedly serious nature of marketing work so well? Because the vast majority of people who LOVE Taco Bell, not the casual eaters, are looking for munchies and quick snack food at the end of a munched-out day! Their audience isn’t full of the type of people looking for sophistication, and even if there are some they aren’t going to Taco Bell expecting to find it.
This tweet here should be one of those motion posters on some college dorm room wall:
— Taco Bell (@tacobell) April 15, 2015
385 retweets for that, but it’s nothing next to this tweet:
Taco Bell on a Tuesday. — Taco Bell (@tacobell) April 15, 2015
A tweet which, I assume, references I Love Makonnen’s song “On a Tuesday.” This shows Taco Bell’s mastery of not only their audience’s language, but of pop culture for driving retweets. That was 1,400 retweets for a 5 word tweet.
I’m also quite amused by their ongoing quest to have a taco emoji developed:
— Taco Bell (@tacobell) April 8, 2015
They’re been tweeting this out for months; a perfect nerd reaction to wanting something is to never give up. Taco Bell has firmly established its brand voice on Twitter, and it continues to help them reach their audience. The mistake that you can’t make here is thinking you can be the next Taco Bell when your audience isn’t ready for this type of content. Read the next example to see what can be done with a serious, yet playful, tone.
Delta tries to put some fun in flying
Everyone, the world over, has a story about hating on an airline. Even if you haven’t flown yourself you still know someone who was late/had bags lost/sat next to a person who gave them no shoulder room. Delta’s Twitter account takes this into account and tries to make people laugh – even when they’re ready to strangle someone. Where Delta really shine is in the personal tweets which don’t get retweets or rapidly expand their audience. It’s in one-on-one interactions with their followers, and those who have flown with them, that build their account up one at a time. Just look at their replies section on Twitter and see how they really care: Every single thank you is another opportunity to build a positive experience. The airline industry needs those stories badly, and Delta is actually working on making them happen. This is the best kind of proactive work you can do on Twitter. When it comes to the tweets they send out they keep it professional, but not “pat down by the TSA” professional:
They have fun facts like this all over their Twitter account. Their hashtag, #nerdifly, features more in depth nerd content:
— Delta (@Delta) November 10, 2014
Delta has combined a knowledgeable public face with intimate customer care. This is exactly what you want from an airline when you’re in the sky, why should their Twitter account be any different? If you’re trying to imitate this voice on your Twitter account, don’t make the mistake of forgetting the fun. The trip from “informative but fun,” to “informative but more boring than grandpa’s stories” can be a short and perilous one.
Oh Captain, my Captain Crunch
Full disclosure: I was always more partial to Honey Nut Cheerios than Captain Crunch. The problem is that Buzz the Bee’s Twitter account is weak, while Captain Crunch is killing it. What the good folks at General Mills have done is they have taken their mascot from the box, and their commercials, and given him a Twitter account. The Devumi Twitter account has taken a similar approach. All tweets are by the Devumi Gorilla that you see in the profile image. He has his penchant for climbing buildings and eating bananas, with weekend spent sipping banana daiquiris firmly established. Over on Captain Crunch’s account, having him doing the tweeting makes from some really, really silly content:
They also have a hashtag that they join in on regularly, #TasteTestTuesday, which is pretty fun:
— Cap’n Crunch (@RealCapnCrunch) April 7, 2015
What’s the key to their success? They have taken the company mascot to a whole new level. No longer do mascots have to be images confined to boxes, they can now be an online entity that you can communicate with and follow. They have combined this with a touch of Taco Bell’s silliness and come out a true winner. The mistake you don’t want to make here is having too many cooks in the kitchen, as my mom would say. Having too many people post as the Captain can make for an uneven voice and presentation. It also breaks the fourth wall for me when ‘The Captain” posts something that he’s doing and you see the arm of the person doing it…
…and they’re not wearing his signature coat. How much would a prop coat cost, really?? Just a sleeve?!? Come on!
Do you remember my challenge from above? What sort of ideas have you come up with for your Twitter marketing voice? Let’s talk about them below!
Matthew Yeoman is the Devumi.com social media blog writer, and a social media analyst. You’ll find him on the Devumi blog Wednesday and Friday with the latest developments on getting Twitter followers, YouTube and Vimeo views, SoundCloud plays, Instagram fans, and Pinterest followers.
Article courtesy of SocialTimes Feed
With Super Bowl XLIX in the books, Valentine’s Day is the next big social event on tap, and Facebook IQ shared an infographic containing some statistics about the holiday, as well as tips on how marketers on the social network can capitalize.
Facebook IQ said in its post:
On Facebook, Valentine’s Day is not just for couples. True, it is the place where couples share relationship milestones, and their friends like and comment to join the celebration. But Facebook is also a place where love is declared for friends, family and all those we hold close (even pets). It is a place where singles and couples alike have something to share — where Valentine’s Day is for everyone.
Some of the Facebook Valentine’s Day stats included in the infographic are:
And Facebook IQ’s tips for marketers were:
Engage with the engaged: Valentine’s Day is one of the most popular days of the year to get engaged. The weeks following the holiday are the perfect time to reach out to newly engaged couples, as well as the some 2.6 million other engaged couples on Facebook. As the average engagement spans 14 months, brands have a long run-up to connect with newly engaged couples and become a potential partner through the entire wedding journey and beyond.
Aim your arrow at gift-hunting men: Nearly eight out of 10 people who talk about Valentine’s Day gifts on Facebook are ages 18 through 44. And nearly two-thirds of Americans don’t begin planning until a week or less before the holiday, making the days leading up to Feb. 14 an ideal time to connect with younger, gift-hunting shoppers, especially men, who will be doing most of the Valentine’s gift spending.
Spread the love: Love is the most popular topic on Facebook on Valentine’s Day among those in a relationship and singles alike. Reach out to the millions of Americans who are not in a romantic relationship on Valentine’s Day with uplifting reminders to celebrate the many kinds of love in their lives, including love for family members, friends, pets and, most importantly, themselves.
Readers: What have your experiences been on Facebook during past Valentine’s Days?
Article courtesy of SocialTimes Feed
The results of social media campaigns can be difficult to measure in the short run, so how can you know if your efforts are successful? It’s all about data, baby! Social media, like all marketing, is data-driven, and you should be using that data to drive strategy, decisions, improvements, and reporting.
Define realistic goals
Measuring the success of your tweets is a little tricky. Rarely will you see an immediate uptick in sales or rush to sign up to your mailing list. The traditional revenue-per-customer metric simply doesn’t track. Instead, success is measured in the esoteric values of brand awareness and tracked using engagement metrics.
To determine whether your twitter campaign is working, you’ll need to answer a few questions:
1. Is your follower base growing?
Your first metric tool is right on your Twitter account. Successful Twitter accounts grow steadily. For the rare wildly successful Twitter account that captures the public’s imagination with relentlessly clever banter, the rise in followers can be meteoric. But most Twitter accounts have a steady upward growth. If your account plateaus and stagnates, you’re probably boring your audience.
2. Are you tweeting enough or too much?
What about activity? Are you even tweeting enough? Once you have an audience, how much is enough? What’s too much? How much is enough isn’t the easiest question to answer. It depends on your level of engagement. A flood of one-way tweets gets old really fast, but chatting with followers is almost always welcome.
3. Are you earning retweets and replies?
Twitter Analytics is a great tool to track your Twitter stats, but to get in-depth analytics on all your social accounts on one page, try Sumall’s new report tool. With it, you can track engagement metrics for retweet reach, regular reach, influencers, and more. You can also see your the “best posts” for the week and learn who your top contributors are.
4. How do you stack up to the competition?
It’s not only important to know how your tweets are working, but how you compare to your competitors. To find out, check out Rival Iq’s new Twitter tool. You can add up to five competitors with a free account and compare such metrics as number of followers, average number of tweets per day, and engagement rate per tweet and per day.
But the coolest thing is that you can click on the high points of your competitors’ timeline and see the tweets that proved most successful.
To test it out, I loaded ten companies pretty well known for successful Twitter accounts and looked at the spikes. You can look at your market, and totally copy the strategies driving the most engagement.
They also just added Twitter Mentions, where you can see which influencers are talking about you and your competition on Twitter and the potential reach.
With a huge following and an average engagement rate per tweet of 458.92, @Marvel wins for overall performance.
Not surprising, since they tweet out this level of awesomeness:
Applebees has a fraction of the followers and doesn’t get the same number of retweets, but their engagement rate is consistently high…probably due to the personal nature of their responses…and the fact that they tweet out luscious photos of food. Food always wins.
If you’re wondering about Charmin’s big spikes, well, they regularly have some good, clean fun with hashtag chats. Yep. Poop jokes. They really own it. #tweetfromtheseat
5. Are people talking about about you, your product, or your industry?
Indirect mentions are another opportunity to engage. When people compliment or complain about your service or product, a personal answer can go a long way.
It’s also a great opportunity to win fans by offering advice, information, or physical perks (Klout actually mails you stuff, I LOVE that)… and introduce new or lesser-known products.
Warble is an easy way to track keywords, hashtags, @ mentions, and phrases you specify. They’ll send you a daily email with everything you missed, so you can accurately gauge how much buzz your industry, brand, or product is generating.
Social ROI can be expressed in terms of brand awareness and customer response. Knowing if you’re doing it right -reaching your audience, sparking influencers to advocate, developing a positive brand image- is about monitoring your progress with the right tools…and about knowing what to do with the information you gather.
How do you use metrics to improve your tweets?
Sherry Gray is a freelance content writer from Key West, FL, currently suffering the burbs of Orlando. She’s a science geek, a political junkie, and a hopeless social media addict.
Article courtesy of SocialTimes Feed