Motivate Consumers to share your Brand

Emineo Media Motivate Brand Sharing

How do you motivate consumers to share your brand with their friends? And how do you motivate their friends to become influencers on your behalf? While there’s no sure-fire gimmick that guarantees a runaway success, this article shares 10 steps that can make your influencer marketing program more effective. Emineo Media Motivate Brand Sharing

Step #1: Know your audience.
Not all influencers are equal, so knowing your audience is vital to success. Insight into your customers’ social networks, online activities and demographic data helps you improve targeting and engage people to find out what influences, as well as who is influential.

Step #2: Create a compelling experience.
Want people to engage with your brand? Create a compelling experience around your product, content or offer. And remember to make sure that your experience drives an action in line with your marketing goals.

Step #3: Create a message that sparks a conversation.

You are trying to get influencers to distribute your message through their networks. So put yourself in their place. How would you react to the message, content or delivery method? If you received it from a friend, would you click or opt in? Would you pass it along to your own contacts?

Step #4: Frame your story.
Some people are natural salespeople, but most can use some help. To help would-be influencers develop their influence, give them the framework they need to get started: messaging, content to share and an engaging website they can invite friends to visit. This helps influencers fire up their friends and contacts.

Step #5: Measure, track, analyze and optimize.
A successful program starts with defined strategic goals that align with business goals. And choosing the right metrics is critical. Your analysis should focus on identifying the most active and influential consumers and figuring out what messages are resonating and what is motivating influencers to talk.

Step #6: Constantly seed traffic.
The days of sending an email to a handful of customers and waiting for your program to “go viral” are long over. To drive long-term success, you need to drive steady traffic into your program. Most of your best influencers aren’t in your database — you need to go out there and find them.

Step #7: Make it easy to connect.
The easier you make it for people to reach out to their contacts, the more people your participants will share your program with and the more they’ll have the chance to influence. Make it easy for people to share your content through the channels they already use and be sure to measure and track sharing and success rates. Such tracking will enable you to accurately measure individuals’ influence and the true impact of your program.

Step #8: Tout your success.
Nothing succeeds like success. Once something reaches a certain level of popularity, its mass appeal tends to skyrocket. The evidence that other people like something can boost its appeal — not just people’s willingness to try it, but also how much they like it and whether they’re willing to recommend it.

Step #9: Segment your influencers.
Your program should build an opt-in database of participants, complete with measurements of each person’s influence level. A person’s influence level should be based on that person’s connectivity, propensity to share your content and ability to drive action among the people with whom they share. These metrics will enable you to segment your new list — not just on demographic or behavioral factors, but also based on each person’s value as an influencer in future initiatives.

Step #10: Keep your influencers engaged.
The most important part of any campaign is the follow-up. Once someone has demonstrated a willingness to act on your behalf, keep them engaged. Send the person special invitations, preview announcements and more. Target your calls-to-action to that person’s interest, activity and influence level.

Peer-to-peer conversations are proving to be highly effective at influencing behavior. Your influencers are already talking about you. Joining the conversation is critical to your success.

Source Jane Paolucci


Why Companies Should Invest in Google+ Brand Pages

Emineo Media Google Plus for business

As the lines between search engine optimization and social media continue to blur and form one synergistic effort, it is critical that both small and large companies stay up to date with new opportunities for spreading brand awareness and connecting directly with their audiences. When Google makes a move in the social space, it’s important to pay attention to, understand, and identify how the offering can and should be leveraged for your business.Emineo Media Google Plus for business

With the recent announcement of Google+ brand pages, many people may be saying “My business is already active on Facebook and Twitter, why should I bother with yet another social media channel?” This is a valid question due to the amount of time and resources that are required to effectively manage each social media channel. At the surface, Google+ brand pages may seem like just another Facebook with a fraction of the user base. However, these are a few unique elements that you should consider before writing it off:

Smaller User Base

While it’s true that Google+ does have a much smaller user base than Facebook (estimated at 40 million vs. 800 million), it doesn’t necessarily mean you should ignore it and focus all of your efforts on Facebook. With fewer users, come less noise and more focus in the space. Facebook is packed full of updates from the recent integration of services like Spotify and The Washington Post, as well as games, “happy birthdays,” and pictures of friends and family. Google+, on the other hand, seems to be driven more by content of a professional, informational, and industry-specific manner. Because of this, brands may be able to create a much more direct and personal relationship with their audiences.

Unique Functionality

Google+ offers very unique functionality with its ability to host “Hangouts,” or live audio/video chats, between itself and its audience. Hangouts provide an opportunity to directly engage in discussions, receive immediate feedback, and/or provide exclusive content. One example of a brand already using Hangouts is The Black Eyed Peas, where they hosted a session backstage prior to one of their concerts. The Hangout allowed them to connect with their fans, give some inside information on the band, and thank their fans for their support (watch the full recording here).

Another creative use of Hangouts can be seen with Dell. Michael Dell mentioned the possibility that the company may soon leverage Hangouts as a place for face-to-face customer support and sales rather than requiring customers to call in.

Future Integration With Other Google Offerings

As Google continues its recent effort to unify its products and offerings, Google+ is ripe for deeper integration with services such as Google Places and Maps, Web and Image Search, and YouTube. Google has already begun this process in several ways. One of the most recent is the addition of Google +1s into Image Search.

This could become beneficial to increasing a brand’s visibility, socially and via organic/image search, where the brand frequently post images to their Google+ brand page (such as artists or photographers who sell a product or service), and have an audience that is likely to share that content.

Ultimately, whether or not using Google+ brand pages is right for your business depends on your target audience and your level of creativity to use the service to its full potential. In most cases, businesses must fully understand what types of audiences they have, where they are spending their time online, and what types of content they want to consume from each service. Finding the right balance of social interaction and commercial promotion is critical in creating that connection, positively affecting other marketing initiatives such as SEO, and ultimately generating the next sale.

Are you using Google+ for your brand? If so, in what ways are you engaging your audience? And if not, why did you decide against it?

Source Crispin Sheridan


More moms use Facebook

Moms continue to be one of the Internet’s most desirable groups. eMarketer estimates that there were 35.3 million US mothers online in 2008, a number that is expected to reach 39.6 million by 2012. New communities and content sites for moms appear practically every day. Marketers and advertisers are constantly trying to reach this all-powerful group, who not only carry strength in their numbers but also in their purchasing power.Emineo Media Social Media Moms

More moms use Facebook, social networks than average internet users.

Have you Facebook-friended your mom yet? Even if you haven’t, you probably have more than a few connections on the social network with little ones of their own, using the site as a way to communicate, stay in touch with families and exchange information about parenting, among other things.

eMarketer estimates 23 million US moms are on Facebook this year—a figure that counts women with children under 18 in the household who use the site at least once each month. That represents well over two-thirds of all online moms in the country. Overall, eMarketer estimates that just 57.1% of internet users (including children) use Facebook monthly.

Facebook, of course, is not the only social networking site moms use. Overall, 26.5 million mothers with kids in the home use social networks at least once per month, or 79.2% of online moms. This compares to 63.7% of internet users overall.

These estimates mean that as of 2011, moms will make up 17.9% of all US social network users and 17.4% of Facebook users. But the high rates of penetration reached in this group mean growth will be relatively slow, and moms will actually lose share on the sites over time. By 2013, eMarketer estimates, 16.1% of US Facebook users will be moms with children in the home, while 17.1% of all US social network users will be mothers.

Emineo Media

Source eMarketer