Category: Social Media + Influencer Engagement

Stop, Drop & Mid-Roll

Clairemont InternBlog, Marketing, Social Media + Influencer Engagement, , , ,

You’re scrolling through your Facebook feed when you click on a video that piqued your interest. You’re about 20 seconds in when the video stops and forces you to watch an advertisement.

Maybe you’re annoyed. After all, you didn’t think Facebook required pre-roll ads like Youtube, and you especially didn’t anticipate getting hooked on the video’s content only to have it spliced by an advertisement.

Despite the company’s promises to keep its feeds free of pre-roll ads, Facebook started testing mid-roll video ads earlier this year, and the reaction to them is still to be determined.

How It Works

Facebook has started rolling out mid ads as a test to establish themselves as a competitor to Youtube. This comes in hopes of bringing in more profits and more incentives for video advertising, especially to companies like Buzzfeed who have had complaints with Facebook video ads in the past.

Videos with mid-roll ads have to be at least 90 seconds long, and ads kick in only after the user has watched the video for a minimum of 20 seconds. The ads can only be up to 15 seconds long, and users can see how much longer the ad will last with a countdown.

Facebook has changed its “video view” definition, which formerly included views of just a minimum of three seconds. Since this minimum exaggerated the number of viewers actually watching the content, the new definition focuses on producing content relevant to Facebook users.

Stepping Up the Ad Game

Video advertising just got more interesting (and profitable) for ad publishers, who will glean 55 percent of the revenue from ads. More money could mean more problems, though, especially because advertisers will now need to create content at least somewhat relevant to the viewer’s intentions. Since the goal is to keep viewers watching the ad and video in full, publishers must be careful not to alienate users — meaning advertising has to get a little more intentional.

As PR Daily mentions, the question will be whether or not content creators can pull this off before viewers dismiss the ad with a scroll. Some media analysts have high hopes for the new Facebook tests, since Facebook is sending the message that engagement should be advertisers’ top priority, rather than clicks.

The verdict is still out on the results of mid-roll ads, but it might be an idea that gives pause to advertisers and users alike! But don’t stop there; check out our other tips on maximizing Facebook features.

 

 

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3 New Hacks for Social Storytelling

Cherith AndesBlog, Marketing, Social Media + Influencer Engagement, , ,

Major social media updates, such as Facebook Livestream, top headlines and spur chatter in the industry. But smaller tweaks that might go unnoticed can also play a big role in your social strategy. Here are three surfacing tools that can boost your brand’s online presence.

1. Location, Location, Location!

Location Stories on Instagram
We’re all used to searching for posts by location, but searching for Instagram stories by location? It’s social media’s continuing nod to the sharing culture, another way to co-create experiences, memories and — in a way — the identity of a location. Instagram pulls stories from users who have included location stickers in their stories. Right now, it appears that these features are limited to larger locales, such as a city (rather than a shopping complex or specific store). While we’re waiting for this feature to be (hopefully) available for individual locations, utilize the opportunity to have your story featured by the location; include shots of your business or product to integrate your culture with the larger narrative of the area.

2. Go Live! (Or at least fake it).

Live Photos on Instagram
Launched with the iPhone 6s, the Live Photo feature captures the context of a still image, unveiling a little more background to the story. There’s now a work-around to be able to share these glimpses on Instagram. With the surging popularity of video, this provides yet another tactic to share your business’ story with your audience.

3. Let Me Take a (Filtered) Selfie.

Alright, this one hasn’t quite launched yet, but here’s a sneak peek — via Mashable’s infinite wisdom. Give your selfie a face lift…with someone else’s face! Slated to be unveiled later this summer at the SIGGRAPH conference, this new photo stylization technique imposes the style of a painting, artist or statue onto your selfie. No need for self-tanner; just choose a face from a bronze statue.

Looking for other tips to beef up your Instagram? Oh, yeah. We got ‘em.

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From Murals to Marketing

Clairemont InternBlog, Marketing, Social Media + Influencer Engagement, , , , , , , , , , ,

How can a project about murals become a mass marketing campaign and help connect people? Ask Jedidiah Gant, a well-known North Carolinian, who acts as a mediator for businesses and artists in the local Raleigh area.

Gant partnered with JT Moore to help bring local businesses and artists together to make Raleigh a more beautiful place. This idea blossomed into a project that has captured wide-spread attention and has given the city of Raleigh a new meaning.

In July 2014, Gant and Moore created the “Raleigh Murals Project” with the objective of generating conversation and uniting the citizens of Raleigh. Gant had a fews visions in mind when he started this project; he wanted to increase public art in Raleigh while also adding vibrancy and color to the city. But as Gant and Moore strategized, they were faced with the challenge of building effective, ongoing publicity for both the business owners and the artists.

Videos

Gant and Moore’s initial techniques were based on micro-media, such as videos, which ultimately expanded into full campaigns. For example, partnering artists created interactive murals, such as the one below, encouraging people to take pictures, post on social media and gain publicity for the murals.

Courtesy of Raleigh Murals Project’s Facebook

They showcased multiple videos with the idea of making Raleigh colorful through its citizens and murals. When these videos went live, the traffic to the Raleigh Murals Project website and social media accounts skyrocketed.

Hashtags

Gant and Moore also added hashtags on the murals. Passerbys could quickly search the hashtag and view the exhibitions and contests related to that mural. This creates an interaction between the city and the citizens, aligning perfectly with Gant and Moore’s core mission.

Courtesy of Raleigh Murals Project’s Facebook

Cultural Movements

Gant tapped into trending topics and cultural movements. During the time of the presidential election, Gant noticed people were taking selfies of themselves with the “I Voted” sticker to post on social media. He quickly reimagined the “I Voted” sticker along with the hashtag #VoteRaleigh and incorporated it into a mural.

Not only did Gant create a new “sticker,” he also filmed a short video to get people engaged with the trend, drumming up even more publicity through this digital campaign. This promo video resulted in several parades in downtown Raleigh, and the hashtag is slated be used for future elections.

Courtesy of Raleigh Murals Project’s Facebook

Such trends and ideas can snowball and reach bigger influencers and businesses. One campaign that was able to extend outside of the Raleigh city limits was the “Truth x Vans by Kevin Lyons” project. This campaign used Lyons’ artistic skills to captivate Truth’s anti-smoking message while promoting Vans’ new pair of sneakers.

Murals Making Connections

Who knew murals could become a significant project for digital marketing? Pairing two seemingly disparate concepts can spur change and action. Just as Gant and Moore put their heads together, they helped bring businesses and artists together to create a colorful conversation for the citizens of Raleigh.

Check out other ways to create collaborations and boost your marketing!

Written by Binh Nguyen, rising senior at Auburn University.

 

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Step Up Your New Instagram

Clairemont InternBlog, Marketing, Social Media + Influencer Engagement, , , ,

You’re scrolling through your Instagram feed one day when you notice that a post from two days ago is at the top. You feel a little confused, maybe even betrayed, and you can’t figure out why change is so inevitable with social media. After all, you were just getting used to the old way.

You discover that in March, Instagram announced its new algorithm dictating how posts appear on the feeds, and you wonder how this will affect your marketing strategies.

Here’s the scoop. The new algorithm was created to show content that it is most relevant to users, not necessarily to help businesses with their advertising or profiles.

When Instagram created the new algorithm, it did so knowing that people miss 70 percent of their feeds when posts are displayed chronologically. Timeliness is still a factor, but now feeds also incorporate another factor: the user’s interaction with content. Instagram’s algorithm uses your activity to determine what types of posts you will value most based on previous likes, comments and shares.

But fear not; this doesn’t mean that businesses can’t leverage this shift as an advantage. In fact, with a few tips, the new Instagram algorithm can help increase your engagement with your target audience.

1) Use this opportunity to target and convert your niche followers. It may be tempting to use Instagram for mass marketing with broad hashtags and giant giveaways, but as Forbes advises, finding and keeping up with your target audience will help improve and maintain your brand. When you use hashtags, posts and giveaways, make them relevant and narrow them down to target your hot leads (those already prone to purchase or “convert” to an action) to maximize visibility.

2) Maximize influencer marketing. Now is the time to leverage strategic influencers to engage with you and promote you to their followers. This could be as simple as having that loyal customer snap a picture in your location and tag it to get a discount. People trust their friends’ opinions, and this is a good way to create genuine interest in your content without having to go the mass giveaway route!

3) Focus on the quality of the content you are posting. While the algorithm still considers timeliness, stop stressing over finding the “golden hour” of posting and spend more time making sure your content is worthwhile. As Instagram pointed out, users don’t have to worry about missing their favorite people’s posts anymore; the post they missed while they were sleeping will be waiting for them if it is something they find interesting.

4) Take advantage of other new Instagram features. If you’re still worried about the new algorithm, remember that Instagram is growing quickly and adding new features you can use, from going “live” to posting multiple photos at a time. Check out these tips from Hootsuite for monthly updates on the new features you can use!

Check out more tips to leverage Instagram Slideshows!

Written by Haley McDougal, rising senior at UNC-Chapel Hill.

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Social Media in a Crisis

Clairemont InternBlog, Public Relations, Social Media + Influencer Engagement, , , ,

Written by Sissy Rodriguez, junior at the University of North Carolina at Chapel Hill.

The unprecedented rise in social media over the past decade has turned traditional crisis communication on its head.

Social media has become the new avenue for “breaking news.” No longer does a business have the luxury of composing a news release or holding a press conference within the first few hours of a crisis. Companies now are responsible to answer to the public within minutes, even seconds, or risk the wrath of social media permanently tainting its reputation.

Take United Airlines’ recent public relations disaster that began with a bystander posting onto Twitter.

In response, United defended its decision to prohibit the passengers and posted a cookie-cutter response to the growing number of irate Twitter users. The response did not resonate well with the Twittersphere; rather than the scandal dissipating since United Airlines was technically in the right, people recognized only United’s poor crisis communication strategy.

This situation isn’t uncommon. In fact, one study revealed that now more than 25 percent of crises spread internationally within one hour, thanks to social media, and it takes an average of 21 hours for companies to respond externally. Now more than ever, it’s vital that businesses have crisis communication plans already in place specifically addressing social media.

Have a plan.

Does your company have a strategic plan if a crisis were to erupt over social media? If not, it’s time to come up with one. Include:

  • Roles and responsibilities for key communicators within the organization.
  • Up-to-date contact information for executives or department heads.
  • Clearly defined approval process for any and all social media posts.
  • A list of all social media accounts–and passwords!
  • An outline of the organization’s social media policy.

Keep your eyes peeled.

When a crisis hits, it can only take minutes to trend on Twitter. However, there are ways to be proactive. Using environmental scanning tactics, your company should be constantly monitoring the social buzz. Using websites like Keyhole will allow you to automatically track any mentions of your organization or relevant hashtags. This can allow you to abreast of developing issues getting traction on social media.

Communicate internally.

In addition to implementing environmental scanning tactics, make sure you’re actively engaged in communication within your organization. The last thing a company needs during a crisis is two employees contradicting each other with misinformation. Make sure everyone is on the same page with what they can (and cannot) say regarding the crisis.

Join the conversation.

Many social media users will directly mention a company with a complaint or an issue. Don’t ignore these and don’t respond the same way to everyone. Even if the user is in the wrong, people simply love to know they’re being heard. Remaining in line with your organization’s tone and voice, craft a professional, warm and honest response. Even if you don’t quite have an answer for someone yet, try a response such as “@user- we are so sorry X happened, and we are looking into Y now.” It’s not possible to completely control the message when it comes to social media, but remaining active in the conversation can at least allow you to steer it in the right direction before a problem escalates.

Bottom line: Prepare for uncertainty. Social media is now a critical part of crisis communication strategies, and a strong guideline of best practices to utilize social media will help your company weather the storm–and maybe gain a few followers along the way.

For more tips on handling social media during a time of crisis, check out the PR Council’s Guide to Integrating Social Media In Your Crisis Communications Strategy.

 

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