Create a Case Study that Converts [INFOGRAPHIC]

We have a saying at Unbounce: “Put a customer on it.”

Whether it’s a blog post, conference talk or even our homepage, we take every opportunity possible to show how our tool is helping real marketers #dobetter (another common Unbounce phrase).

And it’s not just because we love our customers. I mean, we do love our customers, but putting a customer on it — particularly in the form of a case study — is a compelling way to inject social proof into your marketing. And persuasive social proof can be just the thing to convince your prospects that they need what you’re offering.

But how does one create a case study that provides social proof and ultimately wins you customers?

Our friends at JBH Agency (a UK-based content marketing agency) have the answer: a 34-point checklist for creating a case study that converts. It’ll take you through the whole process, from choosing the right customer to feature to selecting a case study format to documenting its impact.

Psst: If you’re more of a reader than a visual learner, check out the original article that inspired this infographic, written by Ayelet Weisz.

34 point case study checklist
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Move Over Millennials: What You Need to Know About Generation C

This post was originally published on Inc.

I’ll admit it. I’m guilty of using the M-word.

I’ve thought and written a lot about millennials. As the head of a social media management company, I know that they make up a big chunk of my own employees and our millions of users. And it’s clear that they bring real assets and expectations to the table, from digital savvy to a desire for collaboration and transparency.

But here’s the thing. These traits aren’t unique to millennials and never have been.

You don’t have to be born from 1980-2000 to live on your iPhone or embrace social media. And young people aren’t the only ones who seek out purpose in their career, not just a paycheck, or who want to make a difference.

I’ve come to realize that, in many ways, the concept of millennials is just too limiting.

Businesses have been encouraged to pour resources into marketing to this narrow demographic. HR teams have set their sights on recruiting millennials and catering to millennial tastes. But they’re missing the bigger picture.

I’m talking about Generation C.

Here are five key facts to know about Gen C and ways that companies can better reach and understand this key group:

1. What is Generation C?

Back in 2012, digital analyst Brian Solis defined Generation C as the “Connected Consumer.” He pointed out that anyone who integrates technology into their daily routine, regardless of age, shares certain qualities.

“It is how people embrace technology, from social networks to smartphones to intelligent appliances, that contributes to the digital lifestyle that is now synonymous with Gen C,” he wrote.

Solis wasn’t the first to talk about Gen C. As early as 2004, researchers were noting a new cross-generational cohort made up of digitally savvy folks who create and curate content, build online communities and find and consume products in distinct ways.

Depending on whom you talk to, the “C” in Gen C can refer to everything from “collaboration” to “community,” “computerized,” and “content.” At the most fundamental level, however, I like to think that Gen C stands for connectivity.

2. What age groups make up Gen C?

Here’s the critical fact: Gen C isn’t an age group at all. It’s a mindset.

There’s no cut-off date. You can be 15 years old or 85 years old and still be a full-fledged member. Nor is it defined by socioeconomic status, ethnicity, geography or any of the classic demographic markers. Gen C isn’t necessarily rich or poor, urban or suburban, young or old.

What sets Gen C apart is connectivity, in its fullest sense.

Members are not merely online–they’re active and engaged in online communities, from the familiar social networks to product review sites. They’re not just consuming content, they’re creating and curating it.

I’d like to emphasize that these trends are neither new nor revolutionary. They’ve been explored and theorized about for years now.

But all too often, we ascribe these traits just to millennials. The Gen C concept is useful because it does away with these arbitrary age brackets.

3. How does Gen C interact with the world?

Generation C lives on digital media. Television, print, radio… it’s all an afterthought, if that.

They move seamlessly from laptop to tablet to smartphone, connected every waking minute, often on multiple platforms. More important than what devices Gen C are using, however, is how they’re using them: as tools for participation, not passive consumption.

Streaming video and social media dominate their time spent online. Rather than relying on traditional news sources, they get their information from social media feeds–algorithmic streams on Facebook, Twitter, LinkedIn and other networks that aggregate preferences from their friends and followers.

Responding and interacting–through comments, emojis, texts and tweets–is as important as reading or watching. Creating is as critical as consuming. Everything is curated, customized, personalized and optimized.

4. What’s the key to reaching Gen C?

Accessing Gen C (and I definitely consider myself a member) depends on reaching us where we live… and on our terms.

Traditional media don’t cut it. Even conventional digital ads and marketing fall flat for this savvy, ad-blocking audience. We trust, above all, content shared on our personal networks.

For businesses, this is the Holy Grail and the highest stamp of approval: a word-of-mouth recommendation on Facebook, a creative meme that goes viral on Twitter, a thumbs up from a trusted Influencer.

Reaching Gen C means having a keen understanding of click-worthy–the art of creating shareable, entertaining, useful and highly visual content. In an era when information and entertainment sources are unlimited, hijacking attention spans with something as mundane as an ad isn’t going to happen.

Above all, connecting with Gen C rests on a deep investment in social media (both philosophically and financially). Facebook, Twitter, Instagram, Snapchat, LinkedIn… this is the neural network through which Gen C gauges and engages the world, both close to home and across the globe.

5. How big is Gen C?

A little more than a decade ago, its ranks were likely small–just a dedicated wave of early adopters plunging into the world of social media and digital content creation.

Today, however, I’d argue that the numbers are vast. Mobile technology and high-speed Internet have changed the landscape completely.

The reality is that Gen C is everywhere. Plenty of millennials belong to this group, but so do lots of Gen Xers and Yers, not to mention lots of Boomers. The digital transformation–and all the cultural changes that have accompanied this upswing in connectivity–has cut across traditional demographics.

These changes are absolutely not confined to a single cohort of craft-beer drinking twenty-somethings. We’ve tortured this millennial concept enough.

Let’s give it a rest. For marketing, for hiring, for connecting—age is increasingly arbitrary.

The millennial era is ending (and not a moment too soon).

Long live Generation C.

Manage all of your social media marketing campaigns—no matter what demographic you’re targeting—the smart way. Use Hootsuite to schedule posts, engage with your community, and measure results. Try it free today. 

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The post Move Over Millennials: What You Need to Know About Generation C appeared first on Hootsuite Social Media Management.

Hootsuite Social Media Management

How to Use Periscope for Business: The Ultimate Marketing Guide

It’s been more than a decade since social media became a common fixture in our lives. But the way we use social media in late 2016 looks very little like it did in late 2006.

As our mobile devices have become ever-more powerful, social has increasingly become an “in-the-moment” activity, and social networks—and users—are embracing live video.

If you’re not yet using Periscope for business, it’s time to get onboard with this live video platform.

What is Periscope?

Before digging into why—and how—to use Periscope for business, let’s take a look at what exactly this video platform is all about.

Periscope is a live video streaming service owned by Twitter, and it launched in March of 2015. In that short time, it’s become an important way for people to share and watch live video, with users watching a whopping 110 years worth of video every day.

Put simply, Periscope allows users to broadcast live video directly from a smartphone, GoPro, or even—as of just last week—a professional camera. Viewers can interact directly with the live video through comments and Periscope hearts (the Periscope version of Likes).

But it’s not only about being in the moment. Once you broadcast a live video, you can decide to keep it available indefinitely if you choose. Users can then view the video as a Periscope replay by clicking on the original broadcast link, or catch up on key elements of broadcasts they’ve missed through Replay Highlights.

Since Twitter owns Periscope, the two services are very well integrated. You can Tweet a link to your live broadcast with just one tap from within the Periscope app. Or, you can start a broadcast on Periscope with one tap from Twitter.

Why should you use Periscope for business?

Think live-streaming social video is all about cats and duck face? Your competitors don’t. A survey from the Web Marketing Video Council conducted in early 2016 found that 61 percent of businesses are using video for online marketing, and 72 percent of businesses who use video say it has led to increased website conversion.

More importantly, a recent survey from Trusted Media Brands found that 65 percent of marketers think social networks are more important than other platforms (like YouTube or Hulu) for their video campaigns, and that 89 percent of marketers are at least thinking about using live-streaming video in the next year. Think about that for a moment: Almost all of the marketers surveyed are thinking about live-streaming video as a component of their marketing campaigns. If you’re not thinking about live video, you’ve setting yourself up to be left behind.

Why Periscope specifically? Quite simply, Periscope’s integration with Twitter makes it a big player in the live-streaming game. The platform has 10 million users and 2 million daily active users. There were 200 million Periscope broadcasts within one year of the platform’s launch.

How to use Periscope

Now that you know why you should be using Periscope for business, let’s get into the down-and-dirty details of setting up an account and creating your first broadcast with some step-by-step Periscope tips.

How to set up a Periscope account

In order to use Periscope, you’ll need to have a Twitter account, so for this Periscope tutorial we’ll assume you’ve already got that taken care of.

  1. Download the Periscope app from the iTunes App Store or Google Play Store
  2. Open the app and sign in using the Twitter account you want to use to broadcast your Periscope videos
  3. Periscope automatically imports your information from Twitter. If you like, you can edit your profile photo, Periscope handle, and bio: Just click the people icon on the bottom right, then the profile icon on the top left. Your Periscope handle doesn’t have to be the same as your Twitter handle, but it will make it easier for users to find you if it is.

How to Use Periscope for Business: The Ultimate Marketing Guide | Hootsuite Blog

Images via Periscope App.

And that’s it! The Periscope-Twitter integration makes setting up an account extremely straightforward.

How to create your first Periscope broadcast

How to start a broadcast from Periscope

1. Open the app and tap the camera icon to open the Broadcast Tab. The first time you do this, you’ll need to give Periscope access to your camera, microphone, and location. (You don’t have to include your location in your broadcasts, but you do have to let the app know where you are.)

How to Use Periscope for Business: The Ultimate Marketing Guide | Hootsuite Blog

Image via Periscope App.

2. Enter a title for your broadcast

3. Change settings like privacy, location settings, chat limits, and whether you want to Tweet your broadcast, then click Start Broadcast.

How to Use Periscope for Business: The Ultimate Marketing Guide | Hootsuite Blog

Image via Periscope App.

4. Swipe right during a broadcast to switch between the front- and rear-facing cameras

How to start a broadcast from Twitter

  1. Open the Twitter app on your mobile device
  2. Click the Tweet compose icon to start a new Tweet
  3. Click the live video icon to start a Periscope broadcast.

How to Use Periscope for Business: The Ultimate Marketing Guide | Hootsuite Blog

Image via Twitter App.

How to start a broadcast from GoPro Hero4

Note that you can  broadcast from a GoPro using an iPhone 5S or newer with iOS 8.2 or above.

  1. Install the GoPro app
  2. Follow the instructions to pair your GoPro and your phone
  3. Connect to your GoPro’s Wi-Fi signal through your Wi-Fi settings
  4. Put your GoPro in video mode
  5. Open the Periscope app
  6. Enter a title for your broadcast
  7. Change settings like privacy, location settings, chat limits, and whether you want to Tweet your broadcast, then click Start Broadcast
  8. Swipe right during a broadcast to switch between your GoPro and the front- and rear-facing cameras on your iPhone
  9. Don’t close the Periscope app, as this will end your Periscope GoPro broadcast. You can lock the screen on your iPhone by tapping the lock icon in the top corner of your screen.

How to start a broadcast from a professional camera

In October 2016, Periscope introduced Periscope Producer, which allows brands and media companies to broadcast from professional cameras, hardware encoders, and more. For now, brands have to apply for access.

How to save your broadcast

Once you’re creating great broadcasts, you’ll want to make sure to save that content so you can repurpose it on other channels. Fortunately, you can set Periscope to automatically save all broadcasts to your device. Click the people icon, then the profile icon. Scroll down and click on Settings, then turn on Auto-Save to Camera Roll.

How to Use Periscope for Business: The Ultimate Marketing Guide | Hootsuite Blog

Image via Periscope App.

How to use Periscope for marketing

Now that you know why and how to create a Periscope account and send a broadcast, let’s look at some types of content you can provide to create a compelling broadcast, based on examples of brands that are already doing Periscope marketing right.

Behind-the-scenes video

MetroPCS, the official wireless sponsor of the Ultimate Fighting Championship (UFC) used Periscope to show behind-the-scenes footage of UFC star Ronda Rousey in the week leading up to a fight in Australia.

More than 37,000 Periscope viewers tuned into the broadcasts over the course of the week, and MetroPCS gained more than 12,000 new Periscope followers.

How to Use Periscope for Business: The Ultimate Marketing Guide | Hootsuite Blog

Image via Twitter Marketing.

Q&As or webinars

The immediacy and interactivity of Periscope make it great for live interactions where viewers can ask questions on the spot. Walt Disney’s Periscope Q&A with the stars of Queen of Katwe was seen by more than 66,000 viewers.

You can also use the Q&A format to provide customer service by hosting a regular Periscope session at the same time each week (or even every day) where customers can get their questions answered directly, or by sending new customers links to replays of previous customer service broadcasts.

Check out the lessons we learned from our own Periscope Q&A.

Live event video

When you hear “live event,” you might think of a conference or a webinar. But Turkish Airlines got a little more creative with the live event concept. To showcase its high-tech planes, the airline Periscoped a flight from Istanbul to New York (following all the required safety and security guidelines, of course). While they were at it, crew members took questions from Periscope viewers and answered them live.

The broadcast reached more than 10,300 users during the broadcast plus another 14,967 who watched it as a replay. Even better, it was such a unique idea that media picked up on the broadcast, exposing the project to a total audience of 4.5 million, and the project was recently recognized as the best “Online Event and Live Communication” at the Digital Communications Awards 2016.

Demonstrations, how-tos, and tutorials

Sometimes showing is much easier than telling, and live video provides a great tool to show customers or potential customers how your product works—especially if it’s something that’s not found in stores. Caterpillar Inc. used a series of Periscope videos to demonstrate its products and technology from its headquarters and learning center in Peoria, Washington.


Let’s face it: press releases can be boring. Live video is a much more engaging way to share announcements with your audience, like MTV did when they announced the nominees for their Video Music Awards.

Now that you’re bursting with ideas for how to use Periscope for business, take a quick breath and check out these important lessons to keep in mind when preparing for a live broadcast. Remember: Anything can happen when you broadcast live. Plan, prepare, and make sure your broadcasts serve your overall content strategy, then get to it and start broadcasting.

Promote your Periscope broadcasts—and your other Twitter videos—using Hootsuite. Save time scheduling posts, engaging with followers, and monitoring the success of your efforts. Try it free today. 

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The post How to Use Periscope for Business: The Ultimate Marketing Guide appeared first on Hootsuite Social Media Management.

Hootsuite Social Media Management

Can You Maintain 150+ Customer Relationships? Overcoming Dunbar’s Number

Every ‘expert’ will tell you that social media is all about relationships. It’s a way to be personal, a way for brands to nurture 1:1 connections with consumers and establish a kind of relationship that has never before been possible. As a social media marketer you can engage directly with your buyers, and become the steward of the customer experience. It’s an amazing time to work online.

But all of this upside comes with a problem. For businesses with hundreds, if not thousands or millions of customers, building 1:1 connections just isn’t scalable.

Why not? Well, ask Robin Dunbar.

Dunbar is an evolutionary psychologist from the U.K., best known for his work on network theory. By studying the habits of humans through the ages, Dunbar landed on a finding that has since become known as Dunbar’s Number. Dunbar’s Number defines the number of social relationships that any one person can meaningfully maintain, which turns out to be around 150 (check out this piece from Bloomberg for a deeper explanation).

As Dunbar puts it: “The figure of 150 seems to represent the maximum number of individuals with whom we can have a genuinely social relationship, the kind of relationship that goes with knowing who they are and how they relate to us… putting it another way, it’s the number of people you would not feel embarrassed about joining uninvited for a drink if you happened to bump into them in a bar.”

“But I have 700 Facebook friends!”  you say. And it’s true, the average Facebook user now has  around 340 friends, although the median is quite a bit lower at around 200.

Platforms like Facebook relieve the cognitive load required to understand not only the identities of people, but how they relate to us and to each other. This is one of the principal benefits of social media—these networks allow us to overcome our cognitive limitations to build larger and larger communities. That ability is right up there with innovations like scuba gear, allowing us to overcome our evolutionary limits (like needing oxygen to breathe).

For global brands, the scaling problem is very real. Consumers increasingly demand personalized relationships and experiences. They expect you to understand their wants and needs, and to be constantly aware of their past interactions with your brand. And they expect you to do it now—via the ‘always on’ channels of social media.

Smart brands are leveraging technology to deliver on this expectation. The most common approach uses software to enable a single seamless relationship with consumers. This takes a ‘one-to-many’ relationship structure, with the brand as the single point of contact owning hundreds or thousands of relationships.

For example, French telecom company Orange uses Hootsuite to centralize global social relationships and provide a unified brand experience across regions and channels. David’s Tea maintains a 95 percent response rate while personalizing those responses to “treat everyone with the unique conversation that they deserve.”

Hundreds of other global brands leverage our ecosystem integrations with customer relationship management (CRM) and experience providers like Zendesk, Microsoft Dynamics, Marketo, and Salesforce to enrich existing customer records with social media data. Regardless of your software of choice, the goal remains the same—enable a unified ‘one-to-many’ relationship between brands and consumers across distributed business units and teams.

This ‘one-to-many’ approach is becoming table stakes for brands who aspire to be digital leaders. But there’s another set of tactics that the true innovators are pursuing. Lets call this second approach ‘many-to-many’—the goal is empower your employees to build and nurture meaningful relationships on behalf of your brand. Your people can then become your best brand advocates and ambassadors, connecting and engaging directly with consumers. And if you’re smart about it, this approach can scale.

Time for some quick back-of-the-napkin math. We can use Dunbar’s number to get an idea of the number of relationships your employees are capable of maintaining. The equation breaks down like this:

150 x [Software efficiency coefficient] x [Number of Employees] = Number of Meaningful Relationships

‘Software efficiency coefficient’ refers to the ability of your software stack to increase your team’s capacity to manage relationships. Dunbar’s hypothesis hinges on brain size and capacity—if you use software to effectively increase that capacity, you can reap some serious benefits.

For example, if you provide your team with no tools or a limited set, you’re probably not expanding capacity all that much. But if you invest in that capacity to scale connections through a social relationship platform, employee advocacy solution, or social selling software, the benefits increase dramatically.

At Hootsuite, we empower every employee with a three-part stack:

  1. Hootsuite Enterprise (duh)—Hootsuite conservatively adds 5x more capacity for an individual to manage relationships (Twitter list streams anyone?) and exponentially more when integrated with partners like Microsoft Dynamics. Brands who leverage the full capabilities of the platform see WAY more than 5x here, using our solution as the foundation of the “one-to-many” approach we’ve talked about already.
  2. Our employee advocacy tool, Amplify—As this is mostly a sharing tool it doesn’t really add capacity to manage relationships, but it does help you stay top-of-mind with your network by sharing relevant content easily. Let’s give that benefit 1.5x.
  3. A proprietary social selling app that I can’t really talk about yet (but if you’ve been keeping an eye on tech mergers and acquisitions you may have noticed this deal). There’ll be more public information available soon, but for now I’ll guesstimate its impact in this use-case around 3x.

It’s a powerful stack, and truly allows our team to scale relationships. With that investment and full company-wide adoption, our equation might look like this:

150 X 5 (Hootsuite Enterprise) X 1.5 (Amplify) X 3 (Social Selling App) X 1000 Employees (approximately) = 3,375,000 Meaningful Relationships

Whoa, that adds up fast. And as the number of employees grows, this equation becomes exponentially more powerful as your employees become a natural extension of your brand channels.

As social media becomes noisier and noisier, these relationships between real humans become more powerful than any one person’s relationship with a brand could ever be.

The challenge for business leaders is to deploy and integrate systems to increase capacity at the maximum velocity their organization can bear. It’s a race to stay ahead of ever-increasing consumer expectations, to adapt to new technologies at warp-speed.

But above all it’s refreshing to think that in this fragmented landscape of automated technology, that meaningful relationships between people will still be at the heart of our world.

What a time to be alive.

Use Hootsuite to extend your ability to manage customer relationships. Schedule posts, engage with your audience, measure the success of your efforts, and more. Try it free today.

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The post Can You Maintain 150+ Customer Relationships? Overcoming Dunbar’s Number appeared first on Hootsuite Social Media Management.

Hootsuite Social Media Management

How to Repurpose and Promote Existing Content on Snapchat

You craft and curate content like a pro across Instagram, Facebook, YouTube, and a blog—but what about the mobile-only social media powerhouse that is Snapchat?

With over 150 million daily users—60 percent of which are under 25—there’s huge potential for brands wanting to connect with a new and younger audience. But because posting to Snapchat is limited to mobile devices, cross-promoting and repurposing content can be tricky.

Sharing your latest Instagram post on Twitter or Facebook is as simple as toggling a switch, but with Snapchat, you can only capture, edit, and publish content in the app itself.

This restriction can make it comparatively clunky for social media marketers with whom time is of the essence (i.e. all social media marketers). Plus, content on Snapchat disappears after 24 hours.

For some brands, creating unique content for Snapchat can take up a lot of time that their marketing teams don’t have. But there are ways to leverage existing content for publishing and promotion on Snapchat.

Bonus: Download a free guide that reveals how to easily create and use a custom Snapchat geofilter to promote your business for as little as $ 5.

5 types of content you’re already using and how to repurpose it for Snapchat

How can you link back to your blog using Snapchat if there’s no hyperlinking? How can you hype your brand’s #tbt post when you forgot to save the throwback-worthy moment you snapped last month to Memories and it disappeared after 24 hours? Fear not. This crash course for simple workarounds makes repurposing existing content for Snapchat a breeze.

1. Blog posts

Compared to a social media post, blogs are a major time investment for both you as a content creator and your readers. While the debate continues about the optimal length of a blog post, it’s safe to say you should reserve your meatier topics for a text-heavy platform—Twitter has a 140-character limit for a reason.

Snapchat is a good way to to give your followers a sample of what to expect on your blog. Use it as a teaser—like a trailer for a movie.

How to tease your blog on Snapchat

  1. Open Snapchat
  2. Record a few interesting words as they’re being typed or scroll through a written post while recording a video
  3. Tap the T icon and type a message explaining a new post will be up soon
  4. Include your blog’s URL
  5. Post the video to your Story or send to selected followers

2. YouTube videos

While Snapchat itself is often used as a video-sharing platform, it doesn’t have to be a carbon copy of your YouTube channel. Repurpose your YouTube content in the same way that you would with your blog. Use Snapchat as a trailer for your brand’s next video or a behind-the-scenes look at how you produced your latest YouTube masterpiece.

How to create a Snapchat trailer for your YouTube video

  1. Open Snapchat
  2. Record a video clip from your posted YouTube video
  3. Select the T icon and include a message that a new video is posted
  4. Get creative with the filter—for instance, if the clip has a person’s face, try experimenting with Snapchat’s facial recognition filters
  5. Post to your Story or share with selected followers

How to produce a behind-the-scenes Snap of your latest YouTube shoot

  1. Open Snapchat
  2. Record some behind-the-scene Snaps while on set or in the production process of your next YouTube video
  3. Tap the T and write a ‘coming soon’ message that notifies followers when the video will be live
  4. Include a link
  5. Post to your Story or share with selected followers

3. Old Snaps

You’ve been able to save Stories to your camera roll for a while, but before Memories, retrieving them meant searching through your camera roll. The new function is a game changer for brands. Saved Snaps, Stories, and your camera roll can all be accessed from sorted categories within Memories for easy reposting.

How to do it

  1. Open Snapchat
  2. From camera mode, tap the small circle at the bottom of the screen
  3. Select a saved Story, Snap, or image from the camera roll
  4. Swipe up on the image to edit or doodle (who doesn’t love a good #TBT?)
  5. Post to your Story or share with selected followers

4. Posts on other social networks

While you can’t integrate content from other social networks directly into Snapchat, you can still promote them and encourage your Snapchat friends to follow your other channels as well.

Snap a jump shot of the whole team shouting “Follow us on Instagram!” with the slow motion filter and doodle a message to match. Snap the office dog with a rabbit filter and direct followers to your Facebook Page.

Snapchat is a simple sounding board to encourage your follower to join you on all your social channels.

5. Promotions and contests

When it comes to contests and promotions, you can make a big impact in little time by posting an informative snap to your Story.

A promotion or special offer—such as a product discount—can be shared on Snapchat with a simple image of the item with a doodle of the offer: “25% off today only! Use code SOSNAPPY!”

If you’re running a caption contest on Instagram or Facebook, you can republish the photo on Snapchat with the winning submission.

Repurposing content for Snapchat may take a little more time and creativity than it does on other social networks, but the extra effort can go a long way in helping you connect with a new and unique audience.

Now that you know how to repurpose your existing content for Snapchat, you can learn more about using Snapchat for business, develop a Snapchat strategy, discover some Snapchat hacks to make your Snaps stand out from the crowd, and learn how to craft the perfect Snapchat Story.

Hootsuite’s on Snapchat! Click this link on mobile to go directly to Hootsuite’s profile or scan the Snapcode below to add Hootsuite as a Friend on Snapchat.


The post How to Repurpose and Promote Existing Content on Snapchat appeared first on Hootsuite Social Media Management.

Hootsuite Social Media Management

Connect via Hootsuite: Learn How Social Impacts the Customer Journey

With 22,500 registrants from more than 136 countries around the world, our Connect via Hootsuite (CvH) virtual conference that took place October 5, 2016, was our largest free online social media conference yet.

The theme, using social media at every stage of the customer’s journey, was explored in-depth with over 20 virtual booths and presentations from industry experts and leaders that included Microsoft Canada president Janet Kennedy and Hootsuite chief marketing officer Penny Wilson.

Opening up the event, Kennedy and Wilson spoke about all things digital transformation—from how it affects every part of the customer experience to the challenges companies face during this time of change. Watch the video of their chat below.

All seven hours of presentations from our Connect via Hootsuite virtual conference are available online for free. Watch here.

CvH also had special guest speakers from Facebook and Twitter. Other big brands such as Marketo and QuintilesIMS shared ideas and tactics for connecting with customers on social, some of which were shared by enthusiastic CvH attendees on Twitter.

One of the dynamic presentations came from social media security innovator ZeroFOX, whose chief marketing officer Brian Reed spoke about the risks brands face on social media. Discover what those risks are and how you can protect your business by checking below.

Connect via Hootsuite: Learn How Social Impacts the Customer Journey | Hootsuite Blog

We also heard from premier Facebook marketing expert Mari Smith, who shared best practices and tricks that you can immediately put into action to achieve the results you want with your social strategy. Get tips for boosting organic reach on Facebook and engagement tips, and learn what a super fan is and where to find them.

Connect via Hootsuite: Learn How Social Impacts the Customer Journey | Hootsuite Blog

If you’re after practical advice for engaging your customers, Marketo’s Heidi Bullock, group vice president of marketing, has you covered. Along with Hootsuite’s vice president of growth Traci Mercer, Bullock maps out the entire buyer’s journey and demonstrates what each step means for your business, and how you can use that knowledge to build awareness and drive revenue.

Connect via Hootsuite: Learn How Social Impacts the Customer Journey | Hootsuite Blog

Those are just a few of things covered in the more than seven hours of presentations from Connect via Hootsuite.

If you regret not being one of the thousands of people who attended the virtual event, watch it on-demand and get access to all kinds of CvH exclusive content such as social media reports, guides, and case studies.

Gain the skills and knowledge you need to effectively connect with customers at every stage of the buyer’s journey.

Watch CvH On-Demand for Free

The post Connect via Hootsuite: Learn How Social Impacts the Customer Journey appeared first on Hootsuite Social Media Management.

Hootsuite Social Media Management

Four Types of Email Addresses Damaging Your Deliverability, and What You Can Do About Them

In love and in email marketing, you have to learn to admit when a relationship isn’t working–especially when email subscribers you’re attempting to woo are instead getting you blocked or blacklisted. Here are four types of offending addresses and how to deal with each of them. Read the full article at MarketingProfs
MarketingProfs Daily: Email Marketing

Facebook Marketing: The Complete Guide

Once a social network’s number of daily users climbs past a billion (yes, that’s billion with a “b”), it seems pretty safe to call it “pervasive”—and to consider it a critical part of your marketing strategy.

Facebook is well past that figure, with 1.13 billion daily active users as of June 2016, including about 175 million daily users in the United States and Canada (compare that, for instance, to the 167 million viewers who watched the most recent Super Bowl). Those are some pretty big numbers, but don’t let them overwhelm you: your Facebook marketing campaign can start with the network’s free tools, then move on to super-focused paid campaigns.

In short: You don’t need a budget of Super Bowl proportions to get in the game. This Facebook marketing guide shares everything you need to know to get started.

What is Facebook marketing?

Let’s clear this up right upfront. Facebook marketing is not the same thing as Facebook advertising. Yes, your Facebook marketing strategy can include advertising (more on that below), but since Facebook is, after all, a social network, your marketing should also include efforts to build lasting relationships and ongoing engagement through valuable content that’s not about making the sale.

3 tools to include in your Facebook marketing strategy

With that in mind, let’s look at the three key Facebook marketing tools you can use to connect with Facebook users, and how each fits into your Facebook marketing plan.

1. Pages

Think of your Facebook Page as the equivalent of a Facebook profile for your business. It’s where you post content, engage with followers, and generally participate as a brand in the Facebook experience. It doesn’t cost anything to set up a Facebook Page or post content, which is great if you’re working with a limited budget.

But keep in mind that the Facebook algorithm prioritizes content from users’ friends and family, so you can’t assume that all—or even a majority—of your followers will see your posts organically (that’s where Facebook Ads come in).

That said, setting up your Facebook Page is the first step to creating your business presence on Facebook. You’ll need a Page before you can start working with Facebook Ads. For some examples of brands doing Facebook Pages right, check out our post showcasing lessons from six must-follow brands.

Just how big can a Facebook Page following get? Coca-Cola has one of the highest brand follower counts, currently sitting at more than 99 million.

Facebook Marketing: The Complete Guide | Hootsuite Blog

Image via Coca Cola’s Page on Facebook.

But you don’t need millions of followers to make a Facebook Page worthwhile. Neon Retro Arcade in Pasadena, California, has about 17,700 followers, but local promotions run from their Facebook Page have been successful enough that they’ve stopped advertising in their local newspaper.

2. Groups

Think of Facebook Groups as the online equivalent of the office water cooler or your favorite coffee shop. They provide a place for people to get together to share information and ideas with like-minded users in an online community environment.

Creating your own Facebook Group can be an effective way to gather your fans in one place and encourage them to interact with one another, building an active community of people talking about your business. It’s also a key way to gather customer intelligence: what are people really saying about you? It’s like a focus group with unlimited members, and you can dive right in to facilitate conversation or ask questions.

It’s also a prime way to source brand evangelists and showcase your expertise. You can even position a Facebook Group as an added benefit for existing customers—after all, it’s a chance for them to interact directly with you.

Entrepreneurs with a compelling message, personality, or brand story can make especially good use of Facebook Groups. For example, Josh and Jill Stanton of Screw the Nine to Five have more than 25,000 members in their Screw the Nine to Five Community Facebook Group.

Facebook Marketing: The Complete Guide | Hootsuite Blog

Image via Screw the Nine to Five Community’s Group on Facebook.

You can find all the details on how to set up your own Facebook Group in this Facebook Groups 101 post.

Sometimes fans will create their own Facebook Group with a focus on your brand (search Facebook Groups for FitBit or Pokémon Go to see this in action). It’s a good idea to join these groups to make sure that the conversation is positive and factual, but in general this is a great thing, since it shows your brand has a dedicated fan base that’s really into what you do!

3. Ads

Much like an ad on any other channel—traditional or digital—a Facebook Ad is basically content that you pay to share with a specific, targeted audience: it’s all about getting your brand in front of the right eyeballs and achieving your conversion goals.

For example, Dos Equis ran a series of Facebook Ads to highlight its “Dos de Mayo” promotion (the brand’s answer to the Cinco de Mayo holiday). The beer company’s ads were displayed only to males aged 21 to 34 and to an audience identified as beer buyers. The campaign resulted in a three times return on the ad spend.

You can learn how to get started with Facebook Ads in our full guide to launching your first Facebook advertising campaign. Then, once you’ve mastered those Facebook marketing basics, dive into some more advanced strategies for driving traffic, leads, and purchases.

Facebook marketing best practices

Now that you understand the components of your Facebook marketing toolbox, it’s time to dig into some Facebook marketing best practices that can help you maximize the return on your Facebook marketing investment.

Know your audience

It’s impossible to target a message effectively if you don’t know whom you’re speaking to. When you’re first getting started with your Facebook marketing plan, you may not have much information to go on in terms of who is most likely to connect with your business on Facebook. The overall picture of Facebook demographics and your own brand intelligence about your customer profile can be the first building blocks in developing a sense of who your Facebook audience will be.

From there, you can use Facebook Audience Insights to drill down into the nitty-gritty details about potential customers on Facebook, giving you insights into the aggregate information about any group of users, including age, gender, education, relationship status, location, language, Facebook usage, and even past purchase activity. (For more details, check out our full tutorial on Facebook Analytics and Insights.)

This is extremely valuable information when you’re determining what kind of Facebook content will be most effective for your brand.

Don’t focus on selling

Remember when Facebook changed its algorithm back at the start of 2015? That was partly in response to brand content on the social network leaning far too heavily into driving sales.

Facebook wants its users’ news feeds to be filled with content they want to Like and share, rather than sales pitches. As a brand marketer, you should want that, too—since all those Likes and shares help extend your reach and put your brand in front of new eyeballs, without any direct effort from you or your team.

Post your best content

On that note, your Facebook content should feature the very best of what your team is creating so that your followers are motivated to engage with it and share.

Have you Tweeted content that’s getting a great response? Share it on Facebook, too. Have a page on your blog that’s always getting new comments? That’s another Facebook post contender.

Once you’ve started sharing content, you can adjust your strategy based on how your audience responds. You can track audience engagement with content on your Facebook Page and Facebook ads through Page Insights or Business Manager.

Don’t forget to respond

Nobody likes talking into a void—including your Facebook followers. If Facebook users who try to interact with your brand are met with radio silence, you’re hardly playing fair at the “social” part of the social networking game, and followers will quickly catch on and head for more interactive Pages.

Your mantra here is reply, reply, reply. That’s really all there is to it.

Make the most of pinned posts

You know you have it—that one piece of content that soars above the rest, that really captures your brand and shows potential followers exactly why they should Like your Page. Well, pin it.

A pinned post sits at the top of your Facebook Page and isn’t bumped down when you post new content. You can also use this space to share important news, showcase an amazing video, raise awareness about a current campaign, or anything else that will get potential followers excited about engaging with your brand on Facebook. You can tell a post is pinned when you see a little blue thumbtack icon on the top left of the post.

Facebook Marketing: The Complete Guide | Hootsuite Blog

Image via Hootsuite’s Page on Facebook.

Post at optimal times

You may have noticed that there’s a lot of content on Facebook. Your post has the best chance of making it to the top of the pile if you post when your audience is most active. This will take some trial and error to pin down for your specific business (using engagement data gleaned from Page Insights), but research generally shows that the best time to post is Thursday or Friday from 1 to 3 p.m., so that’s a good place to start.

There’s a lot to learn when it comes to Facebook marketing, and it might all seem a little overwhelming at first. The good news is you can get started without investing a dime and branch out into paid campaigns as you gain more expertise. And just like that, you’re out of excuses.

Manage your Facebook presence by using Hootsuite to schedule posts, share video, engage with followers, and measure the impact of your efforts. Try it free today.

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