If you deliver a product or a service, here are a few reasons to think about social media this holiday season

Posted in Galley Blog

For starters, the Pew Research reports more than 74% of online adults use social sites.  That's a significant audience of 76% women and 72% men.  So, if you are B2B or B2C, logically you are talking with and listening to these folks on social media. According to comScore, $53 billion was recorded in desktop spending during the 2014 holiday season. Specifically, desktop spending 2014 Black Friday was $1.5 billion, topped only by Cyber Monday at $2 billion.  And that's just for product sales.

To get results like that[in this case in sales], plans begin with goals.  A strong holiday social media campaign  might be designed:

· as a philanthropic event: many companies offer matching funds to donations; start a fundraising drive similar to Apple's.


·  to raise brand awareness and increase sales: always cross promote across channels; "Multiplatform use is on the rise: 52% of online adults now use two or more social media sites, a significant increase." [Social Media Update 2014, Pew Research Center] AND the audience on social media is more than 2 billion strong and growing. However, it's a disadvantage [who has that much time?] to attempting meaningful activity on all channels at one time. That's why a consistent, well-organized social media campaign is essential.

· to build teams and community service: create and promote a company team competition; in lieu of gifts, have teams provide community service in the company's name.  For example, Best Buy has a team volunteer grant program; eligible teams who perform volunteer services for a local organization can apply for grants from $250-$500 for the organization.

· to generate leads:  create a contest, drop clues, develop landing pages, drive participants to the pages and capture information. Follow up.  Even if organizing and running the contest seems overwhelming, it's a great lead generation technique and many companies will help you with the contest, for example, review Travis Ketchum's Contest Domination management tool at www.contestdomination.com.

Get ready, get set, get started on your holiday social media campaign:

Step 1. Know your audience and their patterns on social media. Post on the channels used by your clientele.  Do you know who is following you where? 

Step 2. Benchmark your competitors and review what worked best for you last year. What do customers care about? What is trending this season? 


Step 3. Develop a well organized campaign, create content, determine the appropriate channels, establish the means of measurement, and put the timeline in place from today through the end of  January.  What points do you want to make? Is the message engaging and visual?

Step 4. Post, adjust, measure, repost, listen to feedback,  learn. Deck those halls!

HolidayCampaignPlanningGuide, Simply Measured

More Interesting...or Else

Posted in Galley Blog

In his recent article, "Brands Need to be more Interesting or Else", published on the brandingstrategyinsider site, Mark Di Somma cites the increase of ad blockers as a key indicator that brand isn't being well enough-- interestingly enough-- represented, digitally.  He's right if you consider how frequently online brand is 'flat'  with old content and visuals.  Without question, interesting is costly in terms of time and design in our digital world.  Yet interesting, relevant, rich content is essential to brand awareness. 

The sands have shifted. Today 'prospects', using their unlimited resources, have already researched and price compared your brand, before you have an opportunity to speak with them.  So, given the importance of  digitally presenting your brand well, a  routine internal audit of brand effectiveness is always a good idea:

·         How relevant, unique, current and client-centric is your content? 

·         How frequently do you upgrade content? How do you determine what content to update?

·         When was your website designed? Is it responsive?

·         Are your digital messages focused? Is your brand consistently represented textually and visually?

·         How often do you join online conversations? Are you participating in the best channels for your brand?

If any of the answers are 'don't know' or 'not sure' consider taking action to correct that.  Businesses that view brand as an asset, tend it well; they know that flourishing in a digital world demands a high quotient of 'interesting' in terms of currency, consistency, quality and relevance...or else.