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Make Your Brand Stand Out On Social Media
Four experts in the field weigh in on ways to make your brand stand out on Social Media this year. With emerging trends and technology in social media moving faster than your busy Twitter feed, it’s hard to know what to pay attention to and what to discard. We turned to the experts to see what to watch for as 2014 unfolds. Massive change is no longer on the horizon–it’s here. It’s worth investigating these opportunities to boost your social impact and improve your marketing results. The social Web will have more impact than search-engine ranking. In 2014, the way that consumers interact with your product online (whether through an Amazon review, Yelp rating, or simply a Facebook like) is much more critical. With the release of Google’s new Hummingbird algorithm, more weight will be placed on how your business, product, or service is being talked about on the social Web. We will see it directly impact your search-engine ranking in 2014 more than ever. As Instagram, Pinterest, and other newer social networks continue to gain the attention of consumers, you will need to continue to use a combination of various analytic programs (because there still doesn’t seem to be one that can give you all the information you need to truly measure the impact of your social-media strategies) to determine the best use of your time and budget on specific social sites. –Holly Berkley, author, The Social Media Advantage: An Essential Handbook for Small Business Simplicity will become critical. The triumph of simple will continue in social networks. Communities that achieve a truly fundamental simplicity and utility will gain traction over those that are complex. Keek, Pinterest, Twitter, and Snapchat will thrive. Disaffection with complex platforms like Facebook will accelerate. Simple will win for three reasons: It speeds adoption. Because attention spans are shorter than ever, immediate gratification and easy learning drive growth. Simple translates better to mobile. Small screens need to be simple. Simple means you won’t make mistakes. Interestingly, Facebook will play a key role in helping these canonically simple platforms to grow. They can all import your Facebook friends list, eliminating a key sticking point in spreading your social identity across sites. Facebook becomes your contact list, but you don’t hang out in your contact list. Businesses seeking to take advantage of this trend will need to achieve a new level of simple, concise messaging and engagement models. How can you productively interact with your customers in short bursts? What can you say in a 35-second video that will have impact? How about a six-second video? Find the core of your value and explore ways to deliver it in minimal, targeted bursts. –David Ritter, director, Boston Consulting Group Social customer service is on the rise. In 2014, social media will be used more and more by consumers to force companies into rapid response. With more than one billion smartphones at work in the world, the masses will increasingly begin using social media via mobile devices to express issues and complaints instead of dialing the traditional customer support line. Call centers will become obsolete or at least change the way they work, resulting in the rise of mobile customer service apps. Because of the changes in how customers are communicating with the brands they follow, companies will begin developing strategic customer support teams. This dedicated team, consisting of customer service, sales and marketing, and public relations professionals, will focus on delivering a positive social experience for each and every one of its users. This rise in customer social service will also cause an influx in the adoption of social engagement by new industries. Until now, B2C companies have predominantly owned this space, taking advantage of community building and competitor tracking, but lead generation is huge for any business, and B2B companies are beginning to realize how many potential customers will emerge by utilizing social customer service. –Folke Lemaitre, CEO and founder, Engagor Small businesses can–and will–become big players. In 2014, marketing/social-media management software will become more affordable, allowing small businesses to better manage their digital marketing and social-media campaigns. We will also see many of these tools fuse search and social marketing. Search will be a particularly important component for small businesses to monitor. Only 22 percent of Americans use social networks daily, meaning the 78 percent of word-of-mouth advertising is being discovered through search. Small businesses need to have touch points with all of their customers, not just those on social media, to truly understand the sentiments and tastes of their audience. Also, short-form video will become vital for small businesses as an affordable, and often free, form of creative content. YouTube, as part of the Google universe, is undoubtedly the best place to be, but short-form engaging video content/storytelling on Vine and Instagram will become more important. Lastly, the days of free social media are ending. With so many players looking to be heard on these networks, paid advertising and sponsored content is becoming necessary to be seen. But there is strength in numbers and in strong, engaging content. By combining the two, small business can compete for a share of voice in the social sphere. –Patrice Francois, co-founder and associate director, Digimind Original Source – Marla Tabaka – Inc. Magazine
Why Event Sponsorship?
With the possibility of achieving several goals at once your company can benefit from sponsorship in many ways, including: Enhancing Your Image/Shaping Consumer Attitudes. Sponsorships improve how your target audience perceives your business. Sponsoring events that appeal to your market are very likely to shape buying attitudes and generate a positive reaction. Supporting the right events can influence consumer opinions about your product or business. Driving Sales. Sponsorship geared to driving sales can be an extremely potent promotional tool. This objective allows sponsors to showcase their product attributes. On-site selling and sampling opportunities puts your product directly into a consumers hands while they’re enjoying time with family and friends at an event. Food and beverage companies often use sponsorship to encourage samplings and sales. Often the result is a significant rise in sales volume. Creating positive publicity/heightening visibility Every sponsor is seeking wide exposure in both electronic and print media. Positive publicity helps create heightened visibility of products/services. Coverage of the event may include sponsors names and/or photos. In addition, the kind of media coverage a sponsor may get is often unaffordable if the company were to think of purchasing it, and if it were available. To maximize this objective, it is important for the sponsoring company to have a comprehensive media campaign to augment the regular media coverage promoted by the organizers. Sponsorship can often generate media coverage that might otherwise not have been available. Differentiating from competitors The mere act of sponsoring an event, especially an exclusive sponsorship, is a significant way to create competitor differentiation. Your company name has the opportunity to stand out head and shoulders above the competition. This is particularly helpful if your company wants to combat a competitor with a larger ad budget. Sponsorship allows smaller companies to compete with their industry giants. Target audiences often perceive sponsorship in a positive way. They see you as making a greater effort to support the event, often allowing more or better activities to take place as a result of your sponsorship. Being a “good neighbor.” Your company will be seen supporting the community and contributing to its economic development. That is extremely powerful and creates enormous goodwill. Enhancing business, consumer and VIP relations. Sponsorship can offer perks such as special exclusive networking settings such as VIP receptions or event tickets – opportunities to meet key customers and solidify business relationships. It is important to evaluate each opportunity and look for ways it could tie into your marketing objectives. Given the propensity of consumers to associate sponsors with the event they promote, it is important for companies to select events that are appropriate with their product or corporate image. We at the Spot On Media Group have years of experience placing the right sponsor with the proper event. Let us show you how we can do the same for you.
Is it Time to Re-Design your Website?
Your website is often the first encounter potential customers have with your business, so constant maintenance on your website is necessary to stay relevant. If your site is just a few years (or sometimes months) out of date, it can very likely be turning away potential customers or leads. Here are a few reasons why a web redesign is worth the investment. Like it or not, your web presence is often how your company is judged. Your website is your company’s face, personality, ID card and main point of contact. You cannot afford to let it become outdated. The consumer has many choices, and if your site appears out of touch, they’ll go elsewhere. Today’s websites should be personalized, dynamic and allow the user to remain engaged, rather than just throw data at them. Your website is being viewed on multiple devices. More than 1.2 billion people across the world access the Internet via their mobile devices, with 90% moving between devices to accomplish a goal, according to Google. Is your site optimized to be easily viewed on all of them? Your website users are evolving. With the boom of social and mobile, what consumers expect from a website has increased exponentially. Your site has to load fast, respond immediately, adjust to technology and serve up the right content in the right order. Is your site keeping up with online trends? The web is loaded with statistics so be careful when doing a general search on web trends, but it’s always a good idea to check out your competitor’s websites. Know what you are up against. Sites like Compete.com and Alexa.com give some statistical insight into company’s and can help you see where you stand in the scheme of things. Like fashion and hairstyles, websites can easily go out of style. Sometimes though, it takes someone else to notice and let you know that it’s time for a change. If you want your business to always be on the cutting edge of web trends – take a few moments and see how your site stacks up. If you feel like it’s a little out of style – perhaps it’s time to discuss a redesign. We can help! Contact us today.
LI News Radio is On the Air and Online!
The Spot On Media Group recently launched the new website for Long Island’s new source for News and Information – LI News Radio 103.9. The station debuted on December 26th and in less than two weeks has generated significant buzz. Contact us today for great opportunities for early bird advertising discounts including feature sponsorships and Live commercial reads. Just who listens to News/Talk radio? Here’s an audience profile according to a 2011 Talk Radio Research Project…. • Although news/talk radio is skewed toward males, far more women are listening than is generally recognized. Considering the active nature of news/talk listeners, as well as the significant quantitative numbers, this female audience should not be ignored, especially on stations with large total listenership. • News/talk radio (including “conservative talk radio”) has a much larger African American listenership than most people think. Approximately 22%. These are people who like news/talk radio in higher proportions than their percentage of the population • Thirty-five percent of the listeners of news/talk radio over 25 have graduated from college. Interestingly, this includes a significant number of workers categorized as “blue collar.” That’s right, a consistently growing segment of America’s blue collar work force is college educated…and is listening to news/talk radio. • Although many of the hosts (and callers) in the news/talk radio universe are obviously conservative, the listeners are far more diverse in terms of philosophy and party affiliation. In other words, there is not as much preaching to the choir as conventional wisdom would have you believe. A significant percentage of listeners are independent. It bears repeating, despite the industry’s obsessive adherence to “format purity” on a political ideology level –– a healthy percentage of talk listeners do listen to hosts with whom they disagree…they even listen to hosts they hate! • News/talk listeners are very politically active and are more likely to vote than the audiences of any other radio format, not to mention the audiences/readerships of most other entertainment and information media. That’s why news/talk radio plays such a huge role in the course of elections. Seventy-eight percent of the news/talk radio audience’s eligible voters actually voted in 2010. That is off the charts when compared to national averages or the audiences of other radio formats. • News/talk listeners are relatively affluent and very active consumers of a wide variety of goods and services…although they, like the rest of the population, are feeling the pinch of this extended economic squeeze. Fifty-four percent have annual household incomes exceeding $50,000. • News/talk listeners are active news consumers, drawing information from a variety of sources. It is evident that news/talk listeners are big newspaper readers and internet users. For the fifth year in a row, internet-based news sites are, collectively, the favorite non-radio news source of talk radio listeners, which also indicates how compatible these listeners are with terrestrial radio station internet services. • Football is the favorite news/talk radio listener spectator sport followed closely by baseball. So it doesn’t hurt to talk about key events in these sports even on politically-oriented programs. For a couple of years, auto racing and golf were more popular than basketball and hockey among news/talk listeners. • News/talk radio listeners enjoy a variety of music with country being the favorite in a tight field. Research conducted by TALKERS magazine hints at the country music audience closely identifying with news/talk radio’s conservative flavor. Obviously, because of its upper demographic orientation, news/talk listeners also favor oldies and classic rock. • In a new study regarding the relationship between talk radio and community service, it has been revealed that the news/talk radio audience is prone to engaging in charitable activities and donates a significant portion of its income each year to non-profit organizations. The recession has dampened the dollar amounts to a certain degree –– but not the tendency to give. In conclusion, for a wide variety of reasons that used to require detailed explanation but have become increasingly self-evident, dollar-for-dollar, the advertiser trying to reach an adult audience will enjoy approximately three times the bang for their buck buying news/talk radio than music radio. Contact the Spot On Media Group today and get your business noticed!