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Brands Ignore Negative Social Buzz at Their Peril

July 17, 2012 Leave a comment

Brands Ignore Negative Social Buzz at Their Peril

JULY 16, 2012 

Monitoring tools help companies track and follow up on what consumers are saying on social

 

With more social networkers every day, and brands increasing their presence on social media, the consumer-brand dynamic was bound to get tricky.

“In a world of social sites that allow consumers to post photos, videos and opinions about companies and brands, disparaging comments and other content detrimental to brands are bound to bubble up,” said a new eMarketer report “Dealing with Negative Buzz on Social Media.” “And that content can stay online forever.”

In February, American Express found that 46% of US internet users it surveyed had turned to companies’ social media sites to vent their frustrations about poor experiences.

 

Top 5 Reasons US Internet Users Use Social Media for Customer Service, Feb 2012 (% of respondents)

 

“This buildup of negative buzz on social media can have a significant impact on brands because social media is more public and moves faster than customer complaints via traditional channels,” said eMarketer.

Moreover, companies now have accounts and brand pages on so many different social networks that it is hard to keep up. “Having a plan in place for dealing specifically with negative buzz and then constantly monitoring, tracking and responding to comments on social media are two important ways to deal with negative situations on social media,” said eMarketer. But implementing these precautions requires integration between teams within a company, expanded thinking about what words and issues to track, and, in some cases, tasking outside companies and vendors to provide monitoring services.

 

According to Satmetrix, a customer service software provider, only 49% of companies it surveyed worldwide in January 2012 tracked and followed up on customer feedback on social media, while 28% did neither.

 

Companies Worldwide that Use Social Media to Track What Customers Say About Their Brand and Follow Up on Customer Feedback, by Business Model, Jan 2012 (% of respondents)

 

A growing number of products and services are available for marketers, and these evolving tools help companies monitor more keywords and issues, more accurately track sentiment, spot negative situations earlier in the process and determine who is behind the buzz.

However, as Rebecca Davis, executive vice president and group head at Social@Ogilvy, pointed out, even though the tools are evolving, “There is not a lot of substitute for knowing the channels and interacting with the consumers.”


The full report, “Dealing with Negative Buzz on Social Media,” also answers these key questions:

  • What can kick off negative buzz about a company on social media—and how do different types of negative situations require different responses?
  • What tools, tactics and strategies can brands use to handle negative buzz on social sites?
  • What role do social media monitoring and listening tools play in handling negative buzz?

 

This report is available to eMarketer corporate subscription clients only. Total Access clients, log in and view the report now.

Read more at http://www.emarketer.com/Article.aspx?R=1009189&ecid=a6506033675d47f881651943c21c5ed4#ldIXVo8uZlqxHVy9.99

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Categories: Uncategorized

Google + Cnanges

June 8, 2012 Leave a comment

A Range Of Changes Implemented

Here’s a brief overview of what’s new and what’s changing:

  • The substitution of the new Google+ Local pages (as mentioned) for Google Places pages
  • The appearance of a “Local” tab within Google+
  • The integration and free availability of Zagat reviews (its entire archive across categories)
  • The integration of Google+ Local pages across Google properties (search, Maps, mobile)
  • Integration of a circles filter to find reviews/recommendations from friends/family/colleagues

Static Places now give way to more dynamic Google+ Local pages. Google’s star ratings are also being replaced by the Zagat 30-point rating scale (for user reviews as well).

Below is an example SERP for “burgers near Seattle.” The top screenshot reflects the “old” Places look and feel. The second is the new search results, sans stars.

Marissa Mayer argued to me that Zagat scores can express much more differentiation and nuance because they contain separate scores for food, service and atmosphere vs. a five star scale, which is forced to factor all those considerations into a single rating (read: Yelp). The greater, 30-point spread also prevents everything from converging at 3.5 stars.

Consistent Experience, Several Doorways

Users will be able to discover the new Google+ Local pages in several ways: through a search on Google.com or Google Maps, in mobile apps or through a search on Google+. The image below an example of a local search result within Google+.

As a result, Google+ becomes another local search destination within Google, arguably with richer content and more functionality than Google.com offers at the SERP level.

Not unlike some similar functionality offered in Foursquare, users will be able to sort and filter search results by several criteria, including “your circles,” which will reveal places “touched” by friends. Currently this means reviews and posts, but could extend to check-ins later.

Google had originally hoped to make Places into interactive content pages that merchants would use regularly to communicate with customers and prospects. However that didn’t happen in part because of the limitations of Places pages themselves. Google+ Local pages are much more versatile and “social.” Indeed, it gives Google a local vehicle with functionality equivalent to Facebook and Twitter.

Categories: Uncategorized

Building a relevant Twitter following comes down to four core concepts:

Find and follow relevant people.
Tweet content that will be interesting to your target audience.
Engage with your audience.
Promote your Twitter account through other channels.
With that framework in place, here are some tips, tools and tactics to attract relevant followers on Twitter.

Find and Follow Relevant People
Use tools to search for people that are relevant to you and start following them
Make your profile as strong as possible. Be interesting yourself.
Tweet Interesting Stuff. Easier said than done, possibly? Use ‘google alerts’ etc. to stay current and give you ideas.
Engage – People on Twitter who don’t talk to other people are significantly less engaging and less likely to get followers.
Promote your twitter account everywhere you can. I.e. every other social media outlet you use.

How twitter can come in handy for your small business.

April 17, 2012 Leave a comment

ImageSo how can small business owners take advantage of twitter? Here are concrete ways that twitter can help: 

1. Connect with your customers. Twitter allows you to build and maintain authentic relationships with existing and potential customers. 

2. Become an expert. Without preaching, you will build relationships were people will learn to trust you and see you as the local authority regarding your area of expertise. That means referrals and repeat business from existing customers.

3. Maintain customer interest. To often we make a sale and then never see that customer again. Twitter is a great tool that allows you to stay relevant. 

4. Track industry trends and the competition. By following other in your industry you can gain insights into what they are going right/wrong. 

5. Increases your social media content for very little effort. So long as you are consistent you can create a lot of content for a very small amount of work. Link your twitter account to your website blog etc. to keep them fresh and vibrant.

When done right twitter is a fantastic tool that any small business can utilize to increase business and grow market share.

 

Written by netpropr.ca

Real Estate Agents and Social Media top 3 Ways to Make it Work

April 12, 2012 1 comment

ImageWhy would a real estate agent use social media? The answer is simple, Real estate is about one thing and that is sales. In this game there is no such thing as having to much business. Being a top agent can take years of hard work and dedication and even when you reach that top 5 percent you have to step up your game even more. So how can a real estate agent utilize social media?

1. Build an online presence that saturates your market. Its not enough to just have a website you need a facebook page, twitter and a professional blog that makes you look like a leader in your field. Your main pages must be filled with content that offers value.

2. You must also have positive reviews on all review sites i.e. yellowpages, 411, etc. People want to see that other people have dealt successfully with you before and recommend you when they google you (and they do).

3. After accomplishing the previous 2 steps you must utilize them by bragging to everyone. You can now use your social media presence to close prospective clients.

People want to do business either with successful people or people that they think everyone likes. When you employ a professional social media strategy you can do wonders to your business.

Engagement is a necessity!

April 3, 2012 1 comment

So you have spent a lot of time and energy developing your social media presence. Please do not stop there. If you have done everything right and created content that is important and engages your audience you should receive comments and questions. The more the better! This is the next and most critical stage of your social media strategy.  If done correctly you will start to pull away from the pack. The step you need to do is to engage you new audience and Answer those questions and comments! The benefits are as follows:

1. This is your big chance to solidify yourself as an industry expert. By answering peoples questions you are not only giving value to that person but demonstrating to others that you are a professional and care about what you do. In short this is a corner stone of all social media marketing and it si something that sadly most people forget. People want to do business with the industry leader and shy away from fly by night operators. By building a solid track record of integrity and professionalism you will be amazed at the dividends this pays out.

2. You will inadvertently be building a community with yourself as a leader. By being professional you build trust and a great reputation. In today’s hectic world someone who responds and does so quickly is a rarity and by doing so you will attract more followers.

3. Added Visibility. By engaging people in discussion you create links, and answers etc. This can only increase the amount of content that google and others pick up on increasing your rankings. When people search for you they will find this activity and it will only result in a more positive opinion of yourself and your business. When outsiders see that you are someone who engages your clients and the general public they will feel more confident in approaching you.

Written by netpropr.ca

Social Media Marketing that Pissed off my Mother.

April 3, 2012 Leave a comment

I stopped by my parents house today and found my mother on her computer. Knowing my interest in social media she just had to bring something to my attention. It was an obvious advertising ploy by a major bread company of all things. The add that had interrupted her internet viewing was by this company and was offering a contest to win some grand prize. The catch to enter the contest was to go on their facebook page and “like” the bread company.
“why the heck would I want all of my friends knowing that I like a certain bread company” was her loud statement. I simply shrugged, but I did think on this. Here is a huge national brand spending big bucks on an internet campaign and they have targeted their message to a member of their audience. The result was that they just angered her.
My thoughts are as follows: Traditional marketing methods while they have there place are not necesarily effective in the social world we live in today. People are seeking answers and solutions for their hectic lives. They are also concerned about their online reputation. If a sixty year old lady wont like a bread company for fear of how this will look to her facebook friends then something is amiss. What the bread company should be doing is offering her value and solutions. More effort is needed on the part of the bread company here. Even my mum knows that it is uncool to be seen as some puppet of an evil corporation. But she would love to be seen as a health crusader offering advice to her sphere of influence on how they could all make their lives better and live healthier.
They should of offered her professional advice on how their new healthier bread will help her lose weight or make her family more healthy,  cool recipes etc. Offering value reduces the obvious sales ploy and treats the customer as an intelligent and important person. Cheap gimmicks and yesterdays marketing can have unexpected negative consequences when employed haphazardly. If your marketing plan is professional, honest and meaningful you can achieve anything. If however you have a lazy and cheap strategy you run the risk of just upsetting your target audience.

Written by www.netpropr.ca