Brands will adopt media company traits / Facebook strategy for 2015 (Inside Facebook by Jan Rezab) –

Looking ahead: Facebook strategy for 2015 – Inside Facebook.

The social landscape is undergoing near-constant change, and with that, so must a brand’s strategy. As 2014 closes, marketers are prepping for the upcoming year by strategizing ways to leverage opportunities and overcome challenges. The way in which audiences are consuming content is rapidly evolving and it’s up to brands to make sure that their Facebook strategy is congruent with those habits, ensuring success and growth for 2015. Here are my predictions for the social media network.

Video trumps photo

If a picture is worth a thousand words, imagine how much a video is worth.  Brands and users alike are gravitating more toward video content. This year the paradigm has changed as, for the first time, data shows that Pages are posting more native Facebook videos rather than YouTube videos on Facebook. Facebook is carving out their own share of the YouTube audience – a trend that will continue and grow in 2015.

We need only to look to initiatives like the ALS Ice Bucket Challenge to see how widespread video adoption has become. According to Facebook, more than two million unique videos related to the Ice Bucket Challenge have been uploaded to the social media site – garnering millions of mentions and conversations around the topic. With numbers like that, marketers are now sitting in meetings fielding the question of the year, “Where’s our Ice Bucket Challenge?”

Shareable is the new viral

Content creators have been consistently tasked with making things go viral. However, in 2015 shareable content will be priority one. Increasingly, attention has moved to producing content that is not only shareable, but content that holds meaning – the two working best in tandem. It’s not enough anymore to put a spotlight solely on number of clicks, brands are seeing more engagement when thought is put into the storytelling element of the content.

Additionally, with new Facebook policies announced for next year, marketers will have to pay close attention and evaluate the type of content being posted. Starting in January 2015, Facebook users will begin to see fewer overtly promotional posts in their News Feed. As a result, marketers will need to depend more on ad spend in order to promote posts that are product and sales specific. A benefit from this change in algorithm is that brands now have the opportunity to separate their storytelling strategy from their ad spend strategy. My belief is that this will lend marketers more incentive to develop and execute on higher-quality content strategy, which will in turn produce an uptick in the numbers of shares.

Brands will adopt media company traits 

Brands with a really strong content strategy have always thrived in an increasingly competitive and crowded social landscape, and this will become even more apparent in 2015. Brands need to take on the characteristics of media companies in order to do social well. A company like Red Bull has proven that if the content is good and on-message the audience will not only engage, but keep coming back for more.

Red Bull has become a massive global brand publisher, breaking new ground against more traditional models of social strategy and bolstering brand loyalty with their audience of over 45 million. In 2015, not only will brands adopt this strategy, but they will also leverage it for mobile.

Silence won’t be a virtue

Companies have been responding to customer inquiries on Facebook for years, but we’ve found that it still takes the average brand 33 hours to respond to a fan’s question on Facebook. In this competitive landscape, slow responses and non-responses simply won’t cut it.

In the past, social customer care may have been seen as a bonus – now it’s a requirement, and companies are realizing this. In 2015, brands will be taking customer care seriously and improving how they handle inquiries and complaints on Facebook.

Preparing for the trends above is only step one. It’s crucial that brand marketers stay agile when it comes to social media. 2015 will be about staying one step ahead of social media trends and two steps ahead of the competition.

Jan Rezab is the CEO & Co-founder of Socialbakers, a company focused on social media marketing and measurement, with clientele that includes over half of the global Fortune 500. Jan’s role is to actively push Socialbakers’s global strategy and make customers heard.

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5 Awesome Examples of Instagram Marketing From Real Brands

5 Awesome Examples of Instagram Marketing From Real Brands.

cameraRecently, I realized that my phone takes better quality pictures and has more megapixels than any camera I currently own. While I am nostalgic enough to lament that my future children may never know the Kodak brand existed, I still keep snapping away and sharing photos with my phone. And guess what? So are your customers!

Mobile photo sharing is now a part of our future and is one of the fastest growing social media trends of the last few years. Big brands are starting to take notice, using the trend to their advantage. Instagram has accumulated 15 million users who have uploaded more than 400 million photos in less than two years. Just think of how many rolls of film that would have added up to! Even President Obama jumped on the bandwagon this month and began sharing behind-the-scenes photos of his 2012 election campaign.

Instagram is a great way for people to experience brands in a different way, and it elicits emotions that may not have been experienced through text alone. So how do you follow in the footsteps of some of the big brands and start using Instagram in your inbound marketing? Let’s take a look at the best examples out there and learn how you can adapt what these brands are doing to leverage Instagram just as effectively.

Starbucks

Starbucks was an early adopter of Instagram and has over 200,000 followers to date. The company highlights in-store experiences at locations from around the world, shows how new coffee flavors are chosen and tested at Starbucks headquarters, and provides information about its ‘Create Jobs for the USA’ program. Starbucks shares the photos with its Facebook fans, too, so customers can comment on upcoming or new flavors.

Starbucks

Marketing takeaway: Keep your content fresh, interactive, and aligned with the brand attributes you want your fans to notice. Photos allow you to connect with customers in a different way. Fans and followers are more than happy to respond and take part if they are interested in the information you are sharing.

Red Bull

Red Bull has never been just about its drink, and over the course of the company’s history, it has itself into a lifestyle brand that is envied by all. Red Bull’s high energy brand sponsors extreme athletes and events, and its awe-inspiring pictures of these events Red Bull shares with fans fall perfectly in line with their brand. The company works hard to get followers in on the action without actually having to scale mountains or sail the high seas.

redbull

Marketing takeaway: Make sure the pictures you post have meaning to your customers and induce shares. If you don’t get excited about the picture you just took, neither will your fans. Take the time to think about what pictures your fans want to see from your brand and how to present them in an interesting way.

Marc Jacobs

High-end fashion brand Marc Jacobs demonstrates the principle that you don’t always have to be the one taking the pictures; you can get your fans in on the snapping, as well. Marc Jacobs creatively used its account over the holidays to ask followers to share their family moments by using the hashtag #marcfam. The company then showcased its followers’ photos and created a collage on its website for all to see. This technique gave customers a chance to participate in creative activity with the brand.

mj

Marketing takeaway: As we mentioned earlier, there are 400 million shared photos on Instagram, and most were not shared by companies, but by the consumers themselves. Your customers love taking pictures and talking about their favorite products, so find ways to get your customers involved in your content creation.

Tiffany & Co.

Tiffany & Co.’s products come with a high-end price tag, so what better way than pictures to show the worth of those products? Tiffany is using Instagram to show every intricate detail that goes into creating the diamond rings and jewelry girls swoon over. On Tiffany’s Instagram account, fans get an in-depth look at all the tools, techniques, and technicians involved in making the perfect piece of jewelry. Of course, there are also pictures of the final pieces themselves with their signature blue-green color.

tiffanysfinal

Marketing Takeaway: Give customers a better understanding of how your product is made. Craftsmanship is a dying art in this day and age. You work hard to build products that your customers love; show that side of the story alongside your finished product.

General Electric

You’ll see more than light bulbs on GE’s Instagram account. Its main objective is to show off GE’s work in different industries like energy, transportation, and aviation. By following GE on Instagram, fans get to see larger than life engines and turbines that are used to drive innovation in these spaces.

GE also uses its account to run a contest to find its next “Instagrapher.” The winner will be flown to Wales to photograph an aviation facility. Almost 4,000 Instagram photos were submitted with the designated hashtag #GEInspiredMe and then posted to Facebook, where fans voted for the finalists. Not only was GE able to get fans involved with multiple social platforms, the company was also somehow able to get people excited about turbine engines.

GE

Marketing takeaway: If you have a less-than-sexy product or service, you can get creative to successfully increase customer engagement with your brand. Holding a photo contest is a great way for customers to get excited about something they’d normally consider dry, expand your audience, and educate people about the important topics that surround your brand.

What are some creative ways you would use Instagram or photos to showcase your company?

Image credit: Calsidyrose

 

Read more: http://blog.hubspot.com/blog/tabid/6307/bid/30908/5-Awesome-Examples-of-Instagram-Marketing-From-Real-Brands.aspx#ixzz1ll9XR8SS

Killer Facebook Fan Page (Source: Mashable)

Du contenu vieux de 9 mois, mais je suis en plein travail sur ce sujet et je trouvais l’article fort bien fait 😉 

When Facebook re-launched its fan pages earlier this year, companies were thrilled. At last, there was a solid way to have a presence on FacebookFacebook, and users were actually responding positively. Within a couple of weeks it seemed as though every major brand had put up a page. However, very few are using them well.

Sure, anyone can build a fan page in under 10 minutes, and some big brands may even attract fans without any real effort. But even if you have 3 million fans, if the extent of their involvement with your brand is that at one point they “became a fan,” is that really benefiting you?

The fan pages that are doing it right are the ones that are actively engaging with their fans. These pages have creative content, two-way communication, active discussion boards, videos and images, and a fun and casual tone to match the medium. Below are five mini case studies of brands that are doing everything right when it comes to Facebook fan pages, presented so that you can learn by example. Please share your favorite fan pages in the comments.


1. Pringles


pringlesThe fan page for popular potato chip brand Pringles stands out mostly for its great use of video. While Pringles has created an inviting laid back tone, and managed to engage fan via reviews, discussions, and original interactive games, the most notable aspect of the page is definitely their use of video.

Because videos are so easy to consume, video is among the most commonly shared types of content online, which is why many companies strive to create videos that will go “viral” (be shared an exponentially growing number of people). Of course, creating a viral video is not easy. There is no ready made formula for create viral content.

Pringles, however, has recognized that its audience on Facebook reacts well to comedy and have used their fan page to catalyze the spread of a set of videos that certainly have the potential for virality. The videos are low budget productions with little editing or props depicting people singing goofy songs. It’s not much, but Pringles clearly knows its demographic, and the way Facebook works. By distributing the videos on their fan page, they’ve given users the chance to spread the Pringles brand to their friends without resorting to paid ad placements, which is exactly what thousands of people have done by “liking” the videos, an action which is then repeated in the newsfeeds of their friends and can potentially attract new people to the Pringles fan page.


2. Coca-Cola


cokeThe Coca-Cola fan page seems generic at first glance, but upon closer inspection it is really a testament to the brand’s commitment to user participation. First, Coca-Cola has taken the unorthodox step of displaying user created content in their main page Wall feed by default, something that most brands shy away from. That means that the page is really powered by user generated content, good and bad. That’s a bold move for Coca-Cola, but one that really demonstrates their interest in getting fans involved with the brand.

Another way that Coca-Cola stands out, is their approach to photo albums. Many companies simply incorporate an album of product pictures and call it a day, but Facebook offers companies a chance to get creative with photos, and Coca-Cola realized that. They have a number of albums showing off the product, workers at the company, photos of Coke fans, pictures of Coke products from all around the world, and pictures of old Coke nostalgia. Coke knows that their brand is an icon and people don’t just interact with their product by drinking it — they actually collect it. Their photo albums reflect that.

However, the best example of how Coke is truly committed to their fans on Facebook is the awesome story ofhow the page came to be. The page was originally created by two fans who just loved Coke. Coca-Cola found the page, and rather than trying to buy it or create another “official” page, they rewarded the two fans and worked with them to continue building the page and representing the brand. By empowering their existing fans, rather than trying to marginalize, shove aside, or steam roll them, Coca-Cola has been able to build on the connections that were already established with fans on Facebook before they even arrived in an official capacity.


3. Starbucks


starbucksStarbuck is clearly dialed in to the world of social media, and that is reflected in the Starbucks fan page. The page incorporates great videos, varied content, and has active engagement with the fans. But what makes it truly exceptional, is its use of status updates.

Status updates are an important aspect of any fan page because they provide two-way communication between company and fan, while keeping the page fresh with new content and information, which gives fans a reason to return. So many companies struggle to understand how best to utilize these updates and either don’t use them at all, update solely about product announcements, or update so often users become overwhelmed and the updates turn into so much noise. Starbucks, on the other hand, has established a good frequency of updates, sharing something new every couple of days.

More importantly, though, the content is varied, fun, and interesting. Their updates share videos, blog posts about all aspects of coffee — and not just on the official company blog — including how to grow coffee beans, articles about Starbucks and Starbucks employees. The tone of each update is informative and casual, and even their product updates are kept varied enough to remain interesting, for example, by offering up reviews of new music or books for sale in their cafes. As a result, the quality status update content has led to a very engaged fan base, with every update receiving thousands of comments.

The Starbucks Facebook fan page is a great example of how a company can still engage fans without the use of flashy apps, and instead simply focusing on quality content.


4. Adidas


adidasThe Adidas fan page offers all the usual attributes of a strong page: active fans, a branded application, lots of content variety, plus, good video, pictures and notes. That’s all good stuff, but what really makes them stand out is the way they use their page’s tools to promote their other social media and advertising campaigns.

Running a contest on Facebook brings variety to a page’s content, engages fans, and has the ability to directly increase the company’s revenue by introducing new customers to the brand. Lots of brands attempt to promote campaigns on Facebook, but there are only a few that I have seen do it well. Adidas is one of those brands.

Most recently, Adidas teamed up with MTV to run an exclusive Facebook contest where a fan could win an all-expenses-paid house party. Their campaign was successful for a few reasons. First, Adidas chose a prize and partner that would resonate with the Facebook user demographic. Second, they wisely chose to promote the contest on their fan page not only before the contest, but after it had ended as well.

Once they had chosen the lucky winner, they used their page to share the fan’s blog postsphotos and videofrom the party. The integration of status updates, photos, notes and videos, with a smart contest, resulted in a whole lot of fan engagement, and keeping the winning fan involved even after the contest had ended showed their commitment to fans and helped them get extra mileage out of the campaign. The contest also gave the page content variety by breaking up the usual status updates with something new, fun, and with an included call to action for fans to get involved.


5. Red Bull


redbullThe Red Bull fan page is easily one of the best on Facebook simply because it has been able to break out of the typical fan page mold by providing fun content that encourages fans to interact with and ultimately connect with the brand. Their uniqueness is captured in their innovativeincorporation of Twitter into their Facebook fan page. Integrating aTwitterTwitter stream is not special on its own, but Red Bull doesn’t just pull in tweets from their official corporate account, as you might expect most brands do. Instead, Red Bull has aggregated tweets from sponsored athletes like skateboarder Ryan Sheckler and snowboarder Shaun White and included them directly in their Facebook presence. Associating themselves with popular athletes, and letting fans connect to those athletes on a separate social network (i.e., not boxing them in) gives Red Bull some instant cool points.

Their page’s “Boxes” section is also pretty darn incredible. Red Bull has built all kinds of content and applications that help them break out of the vanilla Facebook mold that forces all brands to look and feel more or less the same. My favorite app is one that lets fans rate phone calls of people who “drunk dialed” the Red Bull 1-800 number. It’s not only hilarious, but it also smartly encourages additional fan engagement.

Red Bull, which is a drink popular with teen and college ages kids, definitely knows its audience, and they’ve played to that face by categorizing their page under business type “pharmaceuticals.” Clearly, this is a company that understands their audience and knows that the best way to connect with them on Facebook is with humor, fun, apps that get people engaged, and by being creative.


Conclusion


The brands mentioned in this all benefitted from having a solid brand image and loyal following before they actually joined Facebook and started using social media tools. Still, they offer insights into what makes Facebook pages work for brands. The key takeaways are that you have to know your audience, you have to provide quality, regular content, you need to encourage discussion and engagement, and you must not take yourself too seriously.

There are thousands of brands on Facebook, and this post only had room to look at five. What other brands do you think are knocking their Facebook pages out of the park? Please share your favorite Facebook brand fan pages in the comments.