by christine | Nov 19, 2012 | Business Success, Interactive, Social Media
Great, you now have your Facebook, linkedin, Twitter, Pinterest accounts in place. Fingers on the keyboard and ready to write and hit that submit button. Stop! So now what? Well, you may want to hold off on populating all those accounts. Why, you ask? Well, did you prepare a social brief? How do you know if your audience participates on all the accounts you have signed up for? Have you been monitoring their social media activity on different social communities? If you’re not sure, let’s step back a bit …You develop briefs for print, TV, web, and mobile, so don’t forget to write one for social. I know it can be overwhelming, but if you can create a social strategy that will keep you on point, and you have the talent to help you implement your social accounts, you will become a great social listener and your audience will appreciate it too!
We’ve all heard the phrase, “Content is King”, well before content we need to focus on developing that strategy. This will give you the means and ability to make sense of what you are trying to do, what is the purpose of your social media marketing. By creating a social listening strategy you will understand the importance of “really listening”. In social media, listening is your guide through the continuous online conversations taking place on many social media platforms, being alert and one step ahead, will keep your brand strategy fresh and competitive. Focus on these key steps for success:
1. Who is Your Target Audience(s) and which social platforms to use: Once you have determined who your audience is, it’s imperative to focus on where to engage your audience online. As said earlier, don’t just start opening accounts to social platforms that don’t reflect your brand or your target audience. This could have a negative impact on your marketing campaign and diminish your brand. Research where your audience is already active, capture this data and customize your social media accounts to adapt to your audiences’ socializing habits.
2. Identify the influencers: These are the people who follow, share or friend you. They are more important than the actual volume of traffic. Determining who your influencers are will make all the difference in your listening strategy and ultimately how affectively you have captured the information and affectively communicated with your target audience.
3. What are the keywords and trends in your social world: You want to validate the topics and conversations that matter most to your brand and document them as potential keywords. You then need to determine through social listening if these keywords reflect or resemble the “social speak” that your audience is interested in. Keywords should reflect what’s important to your brand. However, you need to compare your word selection to that of what is being used by your audience. Don’t think traditional marketing here, or specific naming conventions used throughout the industry. Look for real words, used by real people. This approach will help you communicate more successfully with your target audience.
So now that you have your social strategy in place and the talent in place. You can now start selecting your accounts and write content. Make sure you keep it up-to-date and current with specific topics that tie into your brand and relate to your social users…use your customer’s speak, not marketing lingo and always keep it fresh. This will keep your brand on target with your audience…You also need to take a pulse on your brand as it stands today, consistently monitoring social sites that talk about your brand, making sure that your online reputation is strong, active and fresh.
Also, keep in mind that socializing on the Internet is not limited to the traditional social media platforms. Don’t forget about the community blogs, forums and posts, these areas all require your focus and interaction keeping up with conversations across the web to maintain a strong brand presence online and off. Keeping up with what your customers are saying about your product or service will keep you informed and honest about your brand. Yes, this is time consuming, but in the end, the best investment for you to apply, and to keep your brand honest and on target.
Now you are ready to get back to your keyboard and write, and make your Brand a “Social” listener.
Let me know how your social listening strategy has worked for you (do’s / don’ts) and links you might want to share with us pertaining to this topic. Thanks for listening.
by Miriam Hara | Nov 17, 2012 | Business Success, Social Media
The Social Media channel is very misunderstood. Businesses and brands alike are all jumping on the social media bandwagon – with little understanding of how it works and how to really leverage their efforts. Couple this with the fact that Social Media is increasingly becoming the most important qualifier for back links and search engine optimization efforts. It’s important for businesses and brands to understand this channel.
So what do marketers and entrepreneurs need to know and do to effectively use this dynamic social media channel? Here are a few dos and don’ts to remember when get you started:
1) Do make a commitment: There’s a difference between just dabbling in Social Media and seriously engaging with it. This isn’t a channel where you can opt-in or opt-out as you go. Think about Social Media like going to the gym: It isn’t just about showing up… you won’t get any results that way. Not only do you have to do it with intention, you must do it consistently and plan to do it routinely. Decide if you are ready for that commitment. (I hope you are!)
Social Media
2) Don’t just do it: Establish your definition of success before you start. I wouldn’t classify Social Media as a new channel anymore, it is now an emerging channel. And regardless of how you perceive it, it’s still a marketing channel. Like all things in marketing, in order for an initiative to be successful, you need to define what success means. Setting goals, articulating what’s important and why it’s necessary is key. Is it followers? Subscribers? Ranking? Engagement? Retweets? Entrants in a contest? Whatever it is – define it or you may be misplacing your energy and effort.
3) Do have a plan… please!: With so many Social Media outlets making their mark in the channel, it’s a real challenge to keep up with the latest and greatest. Even with the proven, tried and tested sites like YouTube, Facebook, Pinterest, LinkedIn, Instagram (the list goes on and on!), it’s hard to keep up. A handy piece of marketing advise that I always adhere to: If you can’t afford to do everything, pick one thing that will garner your brand or business the most return and do that initiative very well.
4) Don’t underestimate what’s involved: You can’t just fit Social Media in! It isn’t a part-time proposition or an additional task for an existing employee – chances are that role is already maxed out. This is a marketing channel that takes a dedicated, consistent approach. You need to add value, contribute, comment and engage. It doesn’t just happen. It takes research, understanding of messaging and proper brand tone and voice. It’s not just about knowing the platforms, it’s about integrating them and working them. If you want to build a community, you need to be social. It isn’t good enough to just say follow me!… you need to build a solid foundation.
5) Do your homework: Niche is where it’s at! Marketing has always been about segmenting and carving out marketing profiles of targets. Until recently, segmenting (or nicheing as I term it) was cumbersome and sometimes expensive. The beauty of Social Media and it’s digital channels is that it allows you to segment down to a minutia difference in characteristics. It can be as local or as global as you need it to be. And if there’s a defining characteristic of a target, believe me, there’s a group, a page, or a forum out there that is a perfect fit. And it there isn’t… well, isn’t that a wonderful opportunity!
All this to say, businesses and brands alike should get out there and get social with mindfulness and intention.
I’d be interested to hear your comments on the dos and don’ts of Social Media. Please share!
Want to know more about social media? Download Social Media Understood here.
by Miriam Hara | Nov 11, 2012 | Branding, Business Success, Creative
Christmas, Hanukkah and the New Year’s… unbelievable but true, the 2013 Holiday season is upon us and with it comes the annual dilemma: should we send a card via mail or should we send out a digital card?
Maybe it’s because 3H Communications lives in the “creative” world that we feel more angst about this question then most businesses.
If we send a classic paper card via mail… yes with an envelop and stamp… are we going to be perceived as old, traditional or outdated?
Well I have to say, there are 2 schools of thoughts and despite my love to integrate the new, to jump in and be an early adopter of all things in the digital communications playground, I would side with the classic…. an actual mailed card.
If your inbox is anything like mine, you’re being inundated with approximately hundred daily emails. I think I can safely assume that the last thing you and I want is another 30, 40, 100 emails from business partners, friends and suppliers adding to the already crazy inbox we have. Most of the digital cards I receive are amusing, although some are annoying with the imbedded music – but I hardly take note of them, or even view them properly. I just click and then quickly delete. I don’t keep them as they add more clutter to my day. Essentially my inbox at work is… well work – I don’t surf youtube or my personal Facebook page during my work day. When I do get the digital cards, I see from who it’s from and very often, I delete, even before the complete holiday wish is revealed.
Maybe it’s because I work in the creative field… but I believe that receiving a card in the mail still means something. For me it’s always a little moment of anticipation before you actual card is revealed. What’s the design like? What’s the message? Will the use of typeface and design wow me? And I always look at the signature, and if done with the right intent, a little special message that’s just for me! Makes me smile and it actually forces me to take a moment out of the day and “be”. Yes it’s traditional, but I feel it’s more personal. Someone actually took the time to sign it…. maybe write a personal comment… and yes give it to the support team to place it in an envelop and to stamp it. The little number of cards that I received last year were decoratively added to our office tree or added a colourful accent in my office. Granted, you can throw cards out immediately too, just like you can delete an email card, but cards, in my experience tend to stay around for the duration of the holiday season!
I can hear the opposing view saying that if a digital card is done well it will get shared… and I do agree… but still, as a marketer I do believe with so many businesses have going the route of digital cards, printed cards do stand out more and as a result, and in terms of marketing speak, your business will receive more share of “holiday card” mind!
Should businesses spend their energy and money in developing a branded holiday card or go the digital ? I would like to hear your thoughts.
by christine | Nov 9, 2012 | Advertising, Branding, Business Success, Creative, Design
As a creative person, passionate about digital media, graphic design and the visual arts, colour has always been an important factor in my work.
How colours interact with each other or to a specific object can be significant especially in design. The same can be said about how colour relates to your brand and its impact on the consumer and what emotive feeling will be identified with your brand. Will the perception of your brand be a positive or negative behavioural reaction?
Pairing the wrong colour palette with your brand can kill your identity. It’s important to know your target audience, culturally, geographically, gender, age, and also the purpose for your campaign so that you launch your business in the right direction.
Just by viewing a colour in a design, and how it interacts with your brand can completely change or send out a false representation of your brand to the viewer. Colour is such a powerful and important communication tool that it should not be neglected; it is part of our daily actions in life represented in religious, cultural, political and social influences.
Studies have shown when users are shown a bright red hue; it will create a physical feeling of anxiousness and an increase in heart rate. This would not be a good use of colour if used on the interior walls of an emergency room, but if the colour red were associated with food, it would be a positive action to a reaction. You want the consumer to feel hungry and in a response really need to go out and purchase your product.
There is so much more complexity to colour and colour theory and I could go on, but maybe I will save that for another blog.
*Just a note you may want to check out a few of my favourite artist’s that were really the pioneers with colour theory– Wassily Kandinsky and Franz Marc to name a couple.
Marc
http://www.franzmarc.org/The-Red-Horses.jsp
http://artsconnected.org/collection/111185/franz-marc
Kandinsky
http://www.wassilykandinsky.net/
by Miriam Hara | Nov 5, 2012 | Branding, Business Success, Social Media
With so much of business communications today being in the written channel, and so much of it being immediate with Social Media, the tone in which a brand communicates with is increasingly important. We all know that so much of what we say really comes down to how we say it. The same choice of words can come across as either complimentary or insulting. Ultimately, it’s all in the delivery.
Deciphering communication tonality in the digital space isn’t easy. The handling and implementation of any social media initiative (especially when it deals with a brand) is fraught with potentially explosive minefields. Brands are complex entities, and as such a brand’s attitude, style and characteristics must be taken into account with every Facebook update, LinkedIn response or blog post.
So how can you make the most of your Brand’s social media initiatives and business communications? By ensuring that you strike the right cord and the proper stance in all your online communications. Here’s how:
- Take a page or two from your marketing plan… truthfully. We all can agree that the social media channel is relatively new, while Marketing is not. Go back to the basics. What makes your brand special to its audience? Look to how your brand communicates in the more classic channels, such as print ads, radio ads or even packaging. If it’s a product, how does the package look? If it’s a service, what does the name and logo represent? If you’ve advertised in community papers or created radio ads, you already have a good basis of understanding of what your tonality should be. Are you casual? Formal? Sophisticated? Friendly? Is your brand body language open, informative and approachable or at arm’s length? Regardless of style, your brand must always be honest, straightforward and truthful.
- Understand your audience. Knowing who your target audience is… well, not enough. Like everything else in branding or business, understanding your audience on a deeper level is essential to your brand’s success. What makes them purchase your brand? What’s their style? Do they enjoy extreme sports? Drive a sports car? Like fishing? Answering these and other questions will allow your brand to connect with its audience and meet their expectations. If your brand needs to put on a suit or dress business casual, then your writing tonality should follow the same line.
- Follow the Brand Guidelines. If your brand doesn’t have any, then you should seriously consider creating them. It use to be that brand guidelines spoke only to the visual treatment of a brand’s logo. (typesetting, font, colour, etc), However today’s guidelines also cover brand voice and brand persona which are very good indicators and references for brand tonality.
- Stay consistent with your brand’s persona. Is you brand premium priced? Made in Europe? American? Canada? Is it an innovative product, or just a better or cheaper version of an existing one? All of these factors play a significant role in determining what your brand’s social media tonality will be.
- Take the lead from your brand’s website. It is important to understand and address the digital channel in its entirety. Your brand’s social media efforts must be an extension of your brand’s website. The tonality for the brand must be holistic. Websites should always be created with a sound understanding of brand voice and brand persona. If this is the way your brand’s site was written, you already have a good foundation for developing your style with posts or blogging.
Your brand’s body language is determined by your brand’s tonality. Make sure you’ve got the right posture to make sure your brand’s success in your social media initiatives.
