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Social Media Giveaways Breakfast

Social Media Giveaways & Contests (Recap)

I know what you’re thinking. “Didn’t Melanie just tell us that we can’t have contests on Facebook anymore?” Yes. Yes, I did. However, the latest Social Media Club – KC breakfast, “Social Media Contests and Giveaways,” was about more than the “Like, Comment, Share” Facebook contests I was referring to in that blog post. During this Q&A panel, Kasim Hardaway (founder, TKC Agency) and Brandon Painter (content manager, Barkley), discussed the various ways you can use contests and giveaways on all social media (not just Facebook) to build a following, gather information and analytics, and even generate content from your customers! Here are some of the highlights. Be Prepared, Have a Plan & Communicate Kasim recommends having a clear strategy for your social media contest or giveaway. Don’t have a contest just for the sake of having one. Do you want to increase your followers on a social platform? Do you want to collect email addresses for your email database? Do you want to gather user-generated content (UGC)? Determine your end goal for the contest and start from there. Kasim…

Smartphone

Facebook Advertising 101

I regularly write blog posts about what our retailers can do to increase organic reach on Facebook. However, this doesn’t mean you shouldn’t take advantage of paid Facebook advertising, which includes Facebook ads and boosted posts. Paying for additional exposure on Facebook is becoming more important as you try to stand out among all the clutter your customers see in their Facebook timeline. Since this is my first post about how to use Facebook advertising, I’m going to keep it pretty high-level and focus on the most common questions I get from retailers who don’t have much experience with this digital marketing strategy. Why Should I Use Facebook Advertising? Despite the ongoing rumors that “Facebook is dead,” and even the recent controversies surrounding the social media platform, two billion people still actively use it every month. And while it isn’t as popular with people in their late teens and twenties, you can focus on that demographic with Instagram. Here are a few tips from one of my recent blog posts about Instagram strategy. You can use paid advertising on Instagram…

Social Media Marketing

What Makes Social Content Great?

In the 4 ½ years I’ve worked for AWG, it’s been surprisingly difficult to get content consistently from the retailers I work with on digital marketing. Whether I’m working with a store owner or director, a department manager, or an up-and-coming associate, I often hear, “I’m not sure what to send you for social media content.” And you’d think it would be a no-brainer. Take pictures of food, of course! Food pictures are all over social media, right? But that’s part of the problem. Even when I do receive content from stores, sometimes it’s just a little too generic. You may have a beautiful produce display that makes for a great picture, but what differentiates it from any other produce display at a grocery store? The more popular social media has become, the more “noise” there is on every channel. You have to make your content stand out so that customers can find it through all that noise. Using these different types of evergreen content can change things up and help you stand out on social. Timely Content Like I…

The Art + Strategy Behind an Effective Instagram Account (Webinar Recap)

Quinn Tempest, freelance graphic designer and digital marketing strategist, started out her webinar about Instagram with this simple quote. It’s a simple quote for a simple social media platform. While the platform is simple, your Instagram content strategy should be anything but. According to Quinn, there has to be a balance between the art of content creation and content strategy for your business Instagram account. Instagram for business isn’t just about pretty pictures. Quinn started with some stats about the current growth and success of the Instagram platform: At the end of 2017, Instagram was at 800 million active users. Growing at 100 million users per four months, Instagram has 500 million daily active users.  300 million of the daily active users are daily active Instagram story users. At the end of November 2017, 25 million businesses were on Instagram 200 million people actively visit a brand’s profile daily. If these numbers aren’t enough to convince you to get an Instagram account for your business and get serious about your strategy, I don’t know what will!   Quinn emphasized the…

Content Marketing Demystified

Content Marketing Demystified (IABC Summit Keynote Address Recap)

If you work with me or any other AWG digital specialist on your digital marketing, you’ve probably heard us discuss content marketing. But what exactly is content marketing? It’s not just about the content we post on your social media profiles, your website or your blog. It’s the strategy behind the content that’s being posted. I recently attended the 2018 Business Communicators Summit for the KC chapter of IABC. The keynote speaker was Quinn Tempest, a digital marketing strategist and graphic designer from Phoenix. Her presentation was titled “Content Marketing Demystified” and she covered the myths of content marketing and the lessons she’s learned about content marketing throughout her career working with various companies and individuals. Quinn describes content marketing as “the art of providing relevant, useful content to your prospects without selling or interrupting them.” She asserts that instead of pitching your products or services, you are delivering information that makes your audience more informed before they buy. The goal is to deliver consistent, ongoing, valuable information your customers/prospects so that they will ultimately reward you with their business…

My Thoughts on How Social Media is Changing

Recently I wrote a recap about a webinar that covered social media trends to look out for this year. Last month I wrote a blog post about Facebook’s major changes to its News Feed algorithm and how that will change how businesses use the platform. For this post I want to share with you what I’m seeing in social media trends as both a consumer and a digital marketer for independently-owned grocery retailers. First and foremost, social media isn’t going anywhere. For better or for worse, it has become so ingrained in our lives and society that it isn’t going to magically disappear. What is going to change is how we use it. It’s already changed significantly since the days of MySpace and Facebook in the early 2000s. Social media trends move at a very fast pace. As new features are released and people experiment with these platforms, the ways in which we use them can vary from year to year. An extremely popular platform one year could be gone by the next. #RIPVine We’re also seeing the owners of…

5 ways to grow your Instagram following

You started an Instagram account and post photos regularly, but how do you take it to the next level and grow your followers? Try these 5 tips: Engage with people posting pictures in your store. To do this, go to the search function, type in your store name, and look at the “places” tab. You will see public pictures that people have posted at your store. Be sure to monitor this regularly. Double tap positive pictures and also comment on them. Start a dialogue to let your customers know you care.          Check out followers of other accounts similar to yours. This will help you find trends and new followers. For example, Clearly Organic works with and follows several dietitians on Instagram. They post relevant information that often consists of similar content to that of Clearly Organic. Therefore, many of the dietitians’ followers might also be interested in Clearly Organic posts. Follow these people and they may follow you back. Follow relevant hashtags. Using Clearly Organic as an example again, the brand often uses hashtags like #eatclean…

Hootsuite 2018 Social Trends

Recap: “Social Media Trends to Put Into Practice in 2018”

In the rapidly changing changing world of social media marketing, it’s important to stay informed about the latest and upcoming trends. To learn about how social media marketing is changing, I recently attended a Hootsuite webinar called “Social Media Trends to Put Into Practice in 2018,” hosted by James Mulvey and Amber Naslund of Hootsuite. Mulvey began the presentation by discussing the major social platforms (Facebook, YouTube, Instagram, Twitter and LinkedIn), the recent updates that have been made to the platforms, and how brands will use them differently in the future. I’ve highlighted the three platforms we support for retailers at AWG. Facebook Mobile Video: As more consumers watch videos on mobile devices, social networks offer new opportunities to add to traditional TV content and create new forms of entertainment and news programming. Messenger Ads: Facebook now offers brands the ability to create ads that are sent directly to a customer’s inbox. Facebook Groups: Facebook created Brand Groups and they’re going to be a key marketing opportunity for brands. Brands can create groups on their business pages where audiences can…

Online Shopping Digital Marketing

How to Promote Your Online Shopping…Online

Does your store offer online shopping? Do your customers know about the program? …are you sure that they do? Online shopping is part of the future of grocery retail. In 2016, one in five shoppers had an online purchase and that will likely increase to one in three this year. Yet in a survey of 500 consumers, 41% of shoppers didn’t know if their stores offered online shopping (2017 Online Shopping Forecast). As Kate mentioned in a recent blog post, online shopping isn’t an “if you build it, they will come” program. When launching an online shopping program, your marketing and advertising campaigns need to inform your customers about the program and teach them how to use it. Kate also noted that digital marketing is key to these campaigns. While in-store promotion is necessary, digital marketing will point customers directly to the online shopping platform and that gives them a chance to see it and hopefully try it! Here are some examples of AWG retailers who are using digital marketing to promote their online shopping programs: Website Do more than…

Wendy's Logo

“How Wendy’s Squashes Beef in Social” – AAF-KC Recap

Even if you aren’t on social media or don’t use it very often, you’ve probably heard about the unique brand voice of Wendy’s. The brand has been getting a lot of media attention over the past year for their marketing campaigns and digital presence, particularly their Twitter account. Recently I attended a presentation from the two people responsible for that unique voice and attention-grabbing social presence: VML social strategist, Christina Miller and VML community manager, Matt Keck. They shared their approach to social engagement at a professional development breakfast hosted by the Kansas City chapter of the American Advertising Federation. Miller and Keck discussed the strategy behind the viral sensations surrounding Wendy’s marketing campaigns, while also providing high-level ideas and tips that other marketers could take back to their organizations. When Wendy’s became a VML client, the team noticed that the company already had a dedicated following of brand advocates who grew up with Wendy’s, loved the restaurant and regularly showed that love on social media. Miller and Keck talked about how the team started with a campaign built around…

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