How to own your spaces, audience, and attention

Last night the hashtag #DeleteFacebook generated over 20K tweets (as of 1am – yes, I’m a night owl) following a development that Mark Zuckerberg had a “secret dinner” with Trump in October. The best part is, he refuses to share details about the dinner.

When it comes to political advertisement, Zuckerberg believes that whether the content is accurate or false, consumers should,  “…see for themselves what politicians are saying so they can make their own judgements.”

Why does this matter?

As business owners we are on these platforms for one thing: attention. We want everyone in the world to know who we are, consume our content, and buy our products or services. Society is evolving into a very conscious ecosystem. People want to consume content/products that come from an ethical place and make them feel good. As society evolves, so will the platforms we use.

Do you remember…Myspace? Xenga? Vine?

Facebook doubling down on not wanting to remove political ads regardless of content, has caused me to think…”if they don’t care about displaying political ads with false content to billions of users knowing that this has impacted political elections across the globe, then do they really care about my privacy and data and all of the other life events I share on their platform?”

The answer: probably not.

So now what?

It’s time to take a serious look at how well you own your spaces, audience, and attention.

Space: This is the place your content lives.

Audience: These are your customers and prospects.

Attention: This is how you get your audience to see what you’re selling/talking about.

If you don’t own these spaces, here’s how to get started on it:

  1. Grow your mailing list
  2. Build your website
  3. Share content daily
  4. Create your tribe/community

To answer the question “should we #DeleteFacebook?” My answer is: no. However, we should be ready to jump on the next thing as early adaptors to obtain as much organic reach as possible before it becomes saturated; like Facebook.

How do you feel about Facebook’s stance on this? Comment and share your thoughts!

 

How Twitter’s New Stance on Political Ads Will Shape the Social Media World Forever

It’s no secret that the 2016 election was influenced by the power of social media and advertising. Mark Zuckerburg and Facebook have been under fire since and as recently as last week, he continues to defend Facebook to Congress; despite Facebook employees continuously speaking out and further confirming Mark, along with top execs, were fully aware there were bots pushing “fake news” through paid advertisements.

Jack Dorsey took a big stance when he announced that Twitter will no longer allow political advertising on its platform across the globe. This includes political ads from candidates, current elected officials, and those pushing issues or candidates. Check out his Twitter thread below…

How will this shape social media forever?

This is going to open up doors for us to truly evaluate all social advertising; separate the real from the fake.

We’ve already seen this happen on Instagram where influencers are now required to make it clear when posts are paid ads. They’ve even added the “branded content” option where you connect the brands you’re working with and tag them on posts as partners.

We should expect this to go deeper than advertisements. Even deeper than making it clear you’re getting paid for a post.

How will we begin to handle influential social media users will vulnerable followers? Will they be held to a higher standard and required to go through a fact checking process for posts that seem to be encouraging their followers to take action? Who knows!

What should brands do with this information?

It is more important today than it has ever been to truly understand your brand voice. Who are you to the core? What does your business stand up for? What is the mission?

When you strip away advertising and algorithm, the only thing you have left is brand.

  1. Know who your target audience is.
  2. Understand your brand message.
  3. Focus on your tribe and the others will come.

Questions that I still want answers to…

  1. Will Facebook follow suit on this “no political ads” policy?
  2. If not, what is their game plan for 2020 elections?
  3. How will politicians truly drive reach on social media without the help of political advertisement?
  4. What are the potential ramifications to this policy? More bots? More hacking?
  5. How will be “fact check” social media posting on all platforms in the future?

What are your thoughts on this? Do you think Jack did the right thing? Comment and share below!

 

 

Social Media Influencers: Ask the Right Questions

Followers, likes, retweets, cute pics with the perfect filter; there’s more to choosing the right social media influencer.

Unfortunately, this surface mindset is why so many people feel like they’re failing and often give up on social media marketing all together. Anyone who is currently working in social media marketing, working with an agency, or plan to, should ask the REAL questions. The surface questions like: “How many followers do we have?” or “How many likes did the post get?” are the exact reason why situations like the below, happen.

Since this blog is meant to educate you, I will not go into detail about who the social media influencer is. My goal is not to ridicule her, but to help you understand why you need think deeper when it comes to social media marketing.

social media influencers tjecommunications.com“Stacy” is a social media influencer and has well over 2.6 million followers on Instagram. She recently launched a clothing line because…duh! You have 2.6 million followers so you’re bound to make money from them, right? All Stacy had to do was sell 36 pieces for the production company to continue to work with her and she failed. Yes. She has 2.6 MILLION followers and could not sell 36 pieces. Now she has to refund all of the customers who did purchase, and go back to the drawing board.

Here’s what you need to ask social media influencers BEFORE you agree to work with them.

What is your Instagram engagement score?

In this case, Stacy has 2.6 million followers, and her most liked post in the last week has 65,800+ likes. This means her engagement score on her best post is a 2.5% – this is a low average/good engagement rate.  Considering some posts range from 16,000+ likes to 45,000+, her score on average is much lower.

When choosing influencers to work with, you should be looking at working with engagement scores of at least 3% or more. The goal should be to work with brands or individuals who have followers interacting with them, not just following.

Have you had experience working with similar brands?

Rapper Kreayshawn recently reminisced on the time she royalty p*ssed off Flat Tummy Tea. The company was not happy that she insinuated that their products could be smoked.

Or how about Scott Disick’s experience with Flat Tummy Tea. I’m almost positive they didn’t want him to copy and past the entire email like this. YIKES!

social media influencers tjecommunications.com

Before you start sending free product to your favorite bloggers, set the standard on how you want your social media influencers to represent your brand. Have them send you sample social media posts of brands they’ve worked with in the past. Plus, in your contract their needs to be a clause in case the influencer violates the terms of the contract – like the above!

In addition, you need to ask for stats on the campaigns they ran with other companies including performance and revenue generated.

Ask for references!

As we know, anyone can fluff numbers. Ask your potential influencer for references – preferably of companies they’ve worked with in the past and their points of contacts during the contract. If an influencer refuses to provide such information, that should be an automatic red flag!

I know it’s easy to get caught up in the social media game. However, if you truly want to grow, you have to think deeper, more strategic, and invest in the right people!

My engagement score last month was a 5.76% which puts me in the high engagement rate category. On average, my clients range from 4% – 7% engagement rate. If you’re looking for ways to increase your engagement score, schedule a 30 minute consultation today!

Social Media: How to Stay Consistent

Social media marketing in 2019 is filled with noise and ever-changing algorithms. The key to success no matter what you do is consistency.

Yes, that means you can’t post once a week to your social media pages and expect to see any traction. You should be posting a minimum of once per day. If that sounds scary, here are a few simple ways you can stay consistent with posting.

  1. Create a plan – Content planning! As you’ve heard me say before, content planning allows you to be strategic and takes away the stress of not knowing what to post. If you’ve never planned your content before, grab my content calendar and get started!
  2. Set expectations with your audience – Every Tuesday my audience knows that I go Facebook Live. And trust me when I don’t, people ask me about it! When you have set the expectations, you have to give the people what they want, right? Create your staple piece of content that people can look forward to and keep them coming back for more.
  3. Schedule your posts – Do you think I’m sitting around posting on social media in real time? Absolutely not! I use a social media management tool that allows me to schedule my content and it even provides me with recommended posting times for the highest engagement.
  4. Find an accountability partner – You’re not in this alone! There are times when I am so busy I get behind on scheduling my content. Find a buddy that you can check in with when you see them lacking in posting and vise vera.

We’re playing the long game here! Try one, or all 4 of these tips and see which works best for you. While you’re at it, sign up for my 7 days to social media series. In this series you will receive 7 days of prompts and tips to help you post on social media everyday.

4 Steps to Prepare for Holiday Emails

‘Tis the season for email holiday prep! If you don’t already have a strategic plan in place, it’s time to get the ball rolling. Here are a few ideas to get you ready to spread some cheer through email marketing.

Create Your Content Calendar

You all know I love a good content calendar! The point of having this calendar is so that you can begin to plan your overall marketing strategy throughout the holiday season. Your calendar should include content, graphics, and which channels those pieces of content will live.

If you are planning to do some boosting/promoting or creating advertisements, include your budget and the channels in which your ads will be placed.

See below for an example of what my content calendar looks like.

I would recommend creating a rough idea of content through the beginning of January. We all know how busy things can get around the holidays. This will help you stay on track.

Clean Your Mailing List

It’s the perfect time to clean your mailing list and reengage inactive subscribers. Start scrubbing your list by removing soft bounces. If you’re using a system that does not automatically remove hard bounces (God forbid), then remove those as well.

Side note..

Hard bounce: This happens when you send an email to an address that does not exist.

Soft bounce: This can happen if a subscribers mailbox is too full, their server is busy, or maybe your message is too large for their inbox.

To get subscribers reengaged, try sending them an offer code for a percentage off their next purchase with you. If they still don’t open your email, you may want to consider to removing them from your list to increase your deliverability and open rates.

Segment Your List

Segmenting your list is just as important as cleaning it. By creating segments, you’re able to truly send targeted messages to your subscribers.

For example: Let’s say you’re a candle maker and you have 100 people on your mailing list. 10 of them have only purchased your cinnamon apple scent. You can send those 10 purchasers an offer to try your other cinnamon apple products such as wax melts or essential oils. Or you can try to entice them by giving a coupon to use on a new scent.

Create Your Drip Campaigns/Email Automations

Now that you have your content calendar planned, and a clean-segmented list, begin setting up your holiday drip campaigns and automations. You should have automations in place for new subscribers and current subscribers. Once the funnels are in place, all you should have to do is plug in your content and let the workflow do it’s thing!

I am excited to introduce new products throughout the holiday season! I have currently created a plan through November and currently working on December. Have you started yet? What are some things you are focusing on? Comment below and let me know!

How to Create Your IGTV Channel

If you haven’t heard, long form video has come to Instagram! Why? Well, any person truly invested in digital marketing & SEO could tell you that Google and Facebook have been in competition for YEARS! Facebook wants to be a search engine, Google wants to have a social network. It’s a never ending war, but, those of us who rely on both of these platforms will continue to benefit from all their new innovations.

What is IGTV?

IGTV, or Instagram TV, is just like a having a YouTube channel attached to your Instagram page. You can upload longer videos than the typcial 60 seconds Instagram allows for on a normal post.

Why should I make an IGTV channel?

For starters, I have no doubt in my mind that this will blow up. There are already celebrities like Will Smith taking advantage of IGTV and we know how much he loves YouTube (YT is owned by Google, Instagram is owned by Facebook – see why this is a never ending war?).

In addition, this gives you even more opportunity to bring your followers quality content and to increase engagement.

How do I create my channel?

It’s actually VERY simple!

Step 1. Open your Instagram app and click the orange-ish icon in the top right corner, next to the DM button. When you get there, you’ll see a screen like the one below displaying videos from people you follow.

Step 2. Next you’ll click on the settings button and you’ll get a pop up like the one below that says “Create Channel”.

Step 3. Once you select “Create Channel” you’ll see the following screens. Read through them and select “Create Channel”.

     

Step 4. Once your channel is created, you’ll see a screen like this. Go to your channel and from there you can begin uploading videos. As of now, the video cap is 15 minutes.

Keep in mind the videos have to be vertical. Similar to how an IG Live or Facebook Live video is laid out. I suggest if you have some great lives you want to savor, download them on your computer and send them to yourself to upload.

Don’t forget that titles, tags, and thumbnails matter! It may seem tedious but you want your channel to look good and feel professional.

I’m personally excited for new Instagram feature and will fully take advantage of the war going on between Google and Facebook.

If you’re already on IGTV I would love to know your thoughts on it so far! Reply to this email and let me know.

XOXO

Easy Ways to Grow Your Email List

One by one, you’ve probably built up a sizable email list. You probably started organically—capturing emails from orders, for example, or even through registrations on your website.

But now that you’ve got that list, what do you do with it and how do you make it richer and more productive? Growing it through thoughtful strategies is one way.

One method may not have occurred to you: social ads. What makes these so fruitful is that they’re a great way to capture people who probably already have an affinity for your company, product, or service. Plus, Facebook has services built into its structure to make this easy to do.

And when building an email subscription base, more turns out to be more. You need more ways for people to enter their email address—landing page, newsletters, downloads, whatever it takes.

Speaking of downloads, turns out offering free incentives—say, a coupon or an e-book—are also great ways to get people to share an email with you. You can also ask their opinion of your company, product, or service, and use that strategy to capture yet even more emails.

Want more ideas for a better email subscription base? Use this graphic to get started.

Easy Ways to Quickly Grow Your Email Subscriber Base

Drake + Apple: Is Tidal In Trouble?

It’s no secret that Tidal is struggling to get subscribers. BUT, we cannot deny that the idea behind Tidal is genius.

Apple – being the innovators they are – were one-uped by Mr. Carter so they quickly decided to snag Drake and bring exclusivity to iTunes.

That’s right! Drake has officially partnered with Apple and now his music will come exclusively to iTunes. Wow!

On top of that, the company announced at its WWDC 2015 that Apple streaming will be available June 30th. This means even more artists will be able to offer exclusivity to fans. This dynamic music service will empower artist and music lovers. Sound familiar?

The difference? Apple Music’s monthly subscription is $9.99 with an option to have a family plan for $14.99. On top of that, Apple Music, Beats and Connect will work together to give users the ultimate music experience. 

Exclusivity is sexy and cool. But how much are consumers really willing to pay for it?

It’ll be interesting to see both companies go tick for tack to be the winners of exclusivity and giving the ultimate music experience for the best price. 

It’s safe to say that Apple has made a new rival in Tidal and Jay-Z won’t go down without a fight.

As a fan of music. It’s going to take more than Drake and Beyoncé to convince me to pay a monthly subscription for music. Especially when my favorite artist release albums every 1-2 years? I could care less about seeing a live performance that I was not in attendance.

What do you think: Apple or Tidal? Comment below.

Photo credit: SAN FRANCISCO, CA – JUNE 08: Jimmy Iovine announces Apple Music during Apple WWDC on June 8, 2015 in San Francisco, California. Apple’s annual developers conference runs through June 12. (Photo by Justin Sullivan/Getty Images)

Fake New Balance Advertisement Causes Social Media Fire Storm

In the midst of the Baltimore Riots, New Balance is putting out its own fire storm.

Recently what appeared to be screen shots from New Balance’s company website surfaced the internet using protesters to “promote” the company. Twitter users have retweeted the fake screen shots over 1,500 times and favorited the tweet more than 700 times.

New Balance took to social media to tell users that the advertisement was not generated by New Balance and asked that users do not retweet the post:

“This is clearly not a New Balance generated post – we ask that you please do not re-tweet.”

  
“We did not regenerate the ad.”

  
Check out the fake screen shots below and tell us what you think: