After another impressive feature push from the Mattr developers this week, we thought it was an ideal time to share some of our most exciting platform updates over the last month (all suggested by YOU) in more detail. Here’s the latest:
On the ‘Navigation Bar’, you will now notice a new tab called ‘Social Search’. This feature allows you to search live across social networks to identify influencers outside of our influencer pool. Although we currently have over 22 million influencers, you may sometimes come across certain content or topics that need more hashing out to identify more influencers. Or, someone new to a social network has grown their audience very quickly and has a high relevance score for content around your brand, and therefore, needs to be added as an influencer.
Anybody we’ve missed that you would like to add to the pool, simply click the favorite button and they are in.
Filter by Sentiment
A search feature that we briefly removed, and realized we needed back! You can once again filter by sentiment to keep track of how positive, negative or neutral influencers tend to be regarding a certain search term. This is helpful to track content and influencers for your own brand or your competitors.
Thanks for all of the feedback regarding new features — it’s what motivates us to improve each week!
Facebook’s recent newsfeed algorithm changes might feel like yet another twist of the ear for brands. The changes mean that brands’ purely promotional updates won’t be seen by as many consumers. Although Facebook is doing this to improve the consumer experience, it’s actually a good thing for brands. Facebook is taxing these “brand cigarettes” out of your reach, saving your brand’s vital organs from a slow and painful death. All this while making the marketing world a nicer place to live.
The rationale for metering these posts is a nanny state done right, in my opinion, and would have been welcome early in my career.
I had this crazy idea: include voice minutes for free in a bundled plan. My boss, a slight, quietly competent guy about my age, asked me to develop the market and product requirements with help from people throughout our $2 billion telecom.
It was a complete bust. You see, this was 1996 and the market hadn’t heard of bundled products. My boss offered me some solace:
“It’s not a bad idea. It’s just that no one is ready for it.”
There’s a clinical reason why you hate such posts at some times, while at other times you’ll happily click.
Mini Case Study
Let’s see how this story fits Facebook’s latest change by analyzing a recent cancerous post. This advert disguised as a status update from Gilt was in my newsfeed a few days ago. If you’re the project lead who coordinated this post with the relevant departments would you be happy with one share? I hope not.
It’s nice looking content and is probably a compelling offer, like my free voice minutes idea. It just didn’t pop. Because I just wasn’t ready for it.
So what would have made me click? There is a formula which Facebook is now forcing you to adhere to that can significantly improve your engagement and conversion rates. Read on.
Mind the Buying Decision Formula
Danny Brown and Sam Fiorella talk about the consumer buying cycle in their best-selling how-to for influencer marketing, Influence Marketing.
The context is influencer marketing but the concept for all marketing is the same in abstract: 1) the audience needs to know you exist; 2) they need to react to your message and ask questions; and, 3) only then do you give them the call to action.
In traditional marketing you might hear these three steps as:
- Consideration, i.e., “the Story”
Armed with this context, think about your brand and its content marketing. If your posts commonly draw an unsatisfying point-zero-something percent engagement, ask yourself the following set of questions:
1. Does your target audience know you exist? If so, do they really know what you offer and why they should pay attention to you? In the Gilt example, I just know that they appear to have swanky men’s clothes and gear. Not much else.
2. Do they have enough information about the benefits of your product and how your competitors compare? I have only a vague knowledge of Ghurka bags but no idea if they last longer, feel better, or how their status level compares with others. With a name like Ghurka there’s probably an interesting story to be told that I’m not hearing, like they’re made from leather that Nepalese Gurkhas used as a strop to hone their battle blades razor sharp. Last, I have no idea why I should buy from Gilt instead of Amazon or my local men’s shop.
3. Does your content have a trigger?
A trigger would be something like Thanksgiving, Throwback Thursday, Happy Hour, Humpday, etc. To quote Jonah Berger, it’s the “jelly” that goes with “peanut butter”. I see no trigger here other than an attempt with the mystifying #ComeTogether hashtag.
Getting the Ratio Right
One brand making us look really bad on Facebook is Williams Sonoma. Their ratio of conversion posts to “story” posts is 9:50 (scrolling through their page today). Notably, their conversion posts are very topically pointed and suggestive, transitioning seamlessly from their lifestyle posts.
You hardly realize some of their calls to action are actually conversion posts. Bravo to Williams Sonoma. Gilt, in contrast, was at 100% conversion or calls to action. No stories, no background, no value, no see.
You may not want Facebook filtering off your promotional “updates”. And they may even prevent some of your non-promo content from being seen by your audience. But until your audience is ready for a call to action, they’re saving you from yourself.
Tap into Twitter’s research potential to identify targeted media placements for your audience. Photo courtesy of EdTechReview
(Originally posted in iMedia Connection)
Today’s fragmented media landscape means it’s becoming harder and harder for brands to reach a critical mass. Consumers are now divided across millions of different channels and hundreds of devices, which means the brands that are still trying to reach everyone with blanket media placements are in serious trouble.
But for marketers who are willing to dig in and get to know individual segments of their audience, the digital media landscape presents wonderful opportunities to make meaningful connections in less crowded environments. You probably already use Twitter as a vehicle for your brand messages, but you might not know how to tap into this social giant’s research potential to identify targeted media placements for your audience.
Use public Twitter data for an analytic edge
Twitter is a rich source of free, up-to-date public information about your target consumers. This data can uncover narrowly targeted media placements that are more effective and less expensive.
Just use these three tactics to help you sort through the data:
Segment to find No. 2
The first and most important step to using Twitter for research is to segment your data. Even if you can’t get fancy with algorithms and text analysis, segment for basic demographics like gender, age, location, and frequency of engagement.
When you’ve identified the most valuable segments, set aside your most engaged segment and look at your second most engaged segment. This may seem counterintuitive at first, but moving beyond the expected will allow you to identify media outlets that aren’t receiving as much attention from advertisers.
Ignore overrepresented media in favor of segment saturation
Dig into your analytics tool, and determine which media is overrepresented by the personas you want to reach. Popular sites such as The Huffington Post, BuzzFeed, and ESPN will be overwhelmed with advertisements and probably out of your price range.
Instead, compare the ratios of your followers to a media source to the rest of Twitter’s user base. Taking this extra step will help you find the media outlets with a higher saturation of your target audience (not just Twitter’s total audience), which could unearth less popular blogs with a high concentration of your followers.
For example, if you were looking at media placements for the FIFA World Cup, hopefully you didn’t get stuck on sports blogs. Your audience visits other places online, such as @FiveThirtyEight, or Nate Silver’s blog. His account doesn’t even hit the top 25 for @FIFAWorldCup in popularity, but for uniqueness, he’s at No. 8. His blog is a nice outlet advertisers could use to extend their reach.
Identify what else is popular
Next, look at the other off-topic media outlets your target audience engages with. Identify the most popular media by counting the links your target personas share on Twitter. Which URLs and media outlets do your top engagers link to when they’re not talking about you? This data can reveal media options you might not have considered.
How to ensure the right fit
Identifying possible media placements is only half the battle. When you’ve put together a list of possible media outlets, there are three questions you need to ask before moving forward.
Are you trying to extend your reach or defend your most loyal advocates?
Determine your goals for this promotion. If you’re trying to defend your loyal advocates, you’ll want to stick with media outlets that are comfortable for your audience. If you’re trying to extend your reach, the personas you use become a little more flexible, and so do your media options. Customize your promotions and content accordingly.
Are you trying to win over your competitors’ engagers?
Another value of persona-driven targeting is that you can sometimes win over competitors’ engagers. If your competitors are behind the times, you can find their market and target them as you would your own.
In this case, go for their No. 2 segment again, which might be more likely to swing over to your brand without a fight. Just look at what Apple has done to Microsoft Windows. Apple started with its core audience of heavy graphic design users but quickly moved to users who weren’t emotionally attached to Windows. Apple targeted them and increased its market share by more than 300 percent in just five years.
Can you match the tone of the targeted media?
Even after performing an analysis and finding unique and popular media for your targeted personas, you have to be able to match the tone of the publication for your efforts to be successful. If the tone of the publication doesn’t match your brand truths, it’s not a good match.
For instance, if your brand is straightforward and honest, you can’t bend it to be snarky and sarcastic for the sake of a media placement like The Onion.
When you know your audience, there’s no need to fear media fragmentation. With the right approach, you can put Twitter to work for you and identify a highly targeted media placement. You’ll stand out by appearing in a less crowded environment, and you’ll make an instant connection by associating your brand with media your target audience already loves.