Content Creation

8 Tips for Social Business | Part 2

Organising Control Over Social Assets

Content CreationWhile you want to centralise control over your social platforms with a social tool like a dashboard, you want to de-centralise the conversations you have over them. To do that, you need to empower your practitioners and teams to engage your customers in conversation directly. Imagine the opposite of the hub and spoke model – fully distributed content creation arising from each point of contact independently. The City of New York (CNY), in moving toward achieving their goal of becoming the world’s leading digital city, embedded a Social Advocate in each of its agencies allowing autonomous control over departmental messaging. Empowered autonomy of this kind becomes particularly relevant on a global scale where a centralised approach may not respect or understand cultural differences at the micro level.

Consolidate your efforts. Each CNY Social Advocate also belonged to a center of excellence run by the CNY Digital Media team that fostered collaboration, co-ordination on messaging and sharing of learning around best practices. Hearst Publishing and Time Inc. have digital leadership that identify top performing social properties, and share stories of success crafted by the teams that run them. Transferring knowledge and best practices from digital leaders to team members further educates and empowers your Social Team to contribute to the conversation. Should the need or the desire to scale your social program arise, you have pre-trained your next generation of social leadership. Your social tools should also be able to grow along with you, enabling growth by being modular and flexible to facilitate even further decentralization, expansion, and conversation.

Article written by Evan LePage and originally posted on HootSource.

Image source: Creative Commons

Facebook News Feed

Facebook tweaks News Feed

Facebook News FeedThis week Facebook announced changes to its News Feed algorithm that tweaks which story types it shows from Pages. Facebook is promising a decrease in the distribution of text status updates from Pages but also says Page administrators can expect “some increases in engagement and distribution” for other story types.

While Facebook says it’s difficult to answer the question “What kind of content should I post on my Page?” as it depends on who your audience is and what they want to see, the changes rolling out do make one thing clear. “In general, we recommend that you use the story type that best fits the message that you want to tell – whether that’s a status, photo, link or video,” the company emphasises.

Facebook says that when compared to sharing links by embedding them in status updates, link share posts get more engagement (more Likes, comments, shares, and clicks). They also provide “a more visual and compelling experience” in the News Feed.

Facebook explains that this change came out of recent testing that concluded when people see more text status updates on the social network, they write more status updates themselves. The company says it saw on average 9 million more status updates written each day when it started showing more text status updates from friends, and so it started showing people more text status updates in their News Feed.

On the other hand, Facebook found this effect wasn’t true for text status updates from Pages. This led to the latest change to News Feed ranking, announced today, that treats text status updates from Pages as a different category to text status updates from friends.

All in all, Facebook says this will help it show people more content they want to see. This should also urge marketers to produce more engaging and visual content. But, we think Facebook users will ultimately decide what posts work.

 

[Sources: TNW; Mashable; Facebook; Techcrunch]

Social Media Goals

8 Tips for Social Business | Part 1

Evaluating your Social Goals

Social Media GoalAfter taking stock of your organisation’s social maturity, it’s time to ask a few questions. First, where have you already or where do you plan to deploy social programs and against which goals? In either case, avoid considering social in a vacuum. Take the time to understand where it best fits your organisation and how to integrate it into existing organisational and departmental goals. You’re not reinventing wheels for social, just using it to make the ones you have turn faster.

Where will it allow you to reach the customers or stakeholders who most crave deeper, richer dialogue? Perhaps it’s the marketing department, the traditional home of social media in business, but that’s not a given. Perhaps it’s HR? Maybe you’re better to consider developing a robust internal social ecosystem, harnessing the power of inward-facing social before you look outward? How are you going measure and quantify the success of social programs? Look beyond vanity metrics such as Likes and Follows and try, for example, to find a direct link between conversation and conversion. Focus on influence and analytics over inflating a group size or follower base.

What can you reasonably afford to dedicate to social in terms of time and tools? The allocation of human resources is far and away the most significant cost tied to social. What will your team(s) look like? Identify leadership within your organisation or begin the hunt to find it from the outside. With your team(s) in place, educate and cross-train team members so that they can be rotated across different areas of specialisation. Empower your people. We practice this at HootSuite as a way of providing our people the ability to engage our customers multi-dimensionally rather than silo-ing expertise department to department.

Look for a reliable and scalable social tool that centralises control over your social platforms and puts the power to listen, engage, collaborate and analyse in the hands of your do-ers, practitioners and experts. Make decisions about which platforms you will be active on or where you may need to consolidate existing accounts. Observe the largest organisations in your industry vertical and learn from their successes and mistakes. Engage them in conversation about the future of social in your industry. Look deeper than the usual social suspects like Facebook and Twitter to other platforms like Quora or Get Satisfaction where you may have existing communities of powerful unpaid social advocates already at work on your behalf.

Article written by Evan LePage and originally posted on HootSource.
Image source: Creative Commons

Daniel Honey Christmas Jumper

Merry Christmas from Honey Digital

The Christmas jumper has been dusted off and Christmas tunes are on the playlist. Yep, Christmas is here!

It’s been a great year for us all at Honey Digital and we’ve been lucky to work with some amazing companies and individuals on some fantastic digital and social media projects. From Facebook apps to digital strategy; from social media engagement to design – we’ve done it all this year!

I’d like to thank both our clients and the Honey Digital team for making 2013 a wonderful year!

Have a fantastic Christmas holiday and hopefully you get to air your Christmas jumper like I do. – Daniel Honey, Director.

Daniel Honey Christmas Jumper

 

 

 

 

 

 

 

 

 

 

 

 

Hashtag

Our Favourite Social Media Funny of 2013 | #excited

Hashtags are like marmite – you either love ’em or hate ’em. We quite like them, but when we we saw the Jimmy Fallon and Justin Timberlake hashtag video back in September, we felt it summed them up pretty well for some.

The video shows what a Twitter conversation sounds like in real life. And we think although funny, we’ll stick to using hashtags on social – even though Director, Daniel Honey, has been heard to say ‘hashtag excited’ in real life…..oh dear.

We felt the video explained hashtags so well, and in an amusing way, that we used it in our training sessions and keynotes this year. Enjoy!

Twitter Advertising

Twitter ads now based on browsing history

Twitter AdvertisingTwitter is making it possible for any advertiser to target users based on their browsing history. Twitter ads will be fuelled by browser cookies from websites users have recently visited and will appear on Twitter’s mobile app even if the sites you visited were on a desktop computer.

Tailored ads are powerful because they allow advertisers to zero in on users that already have shown an interest in their products. For example, a hotel can nudge Twitter users that have visited its website or joined its email-subscriber list. An email address is one of the few pieces of information Twitter requests when new users sign up.

Companies generally can’t tell when the same person visits their sites on desktop vs. mobile, and Twitter helps them bridge that gap. That’s attractive to advertisers since consumers increasingly are spending more time on smartphones.

“Retargeted adverts” as they are known, have not previously been successful on mobile, because phones and tablets do not leave the same level of cookies or trail of breadcrumbs about which sites you have visited that laptops and desktops do.

But by analysing the cookies in your desktop browser, it’s anticipated that Twitter will be able to use that information to target relevant adverts for mobile as well.

The use of cookies is thought to be part of Twitter’s plan to become an advertising powerhouse after the $23.8 billion valuation proposed by its $43.69 share price.

Twitter currently offers an opt-out of retargeting under “Promoted Content” on its “Security and Privacy” settings page.

 

[Source: WSJ; Telegraph; Techworld; TechCrunch]

Honey Digital Hootsuite Solutions Partner

Honey Digital joins the HootSuite Solution Partner Program

Honey Digital Hootsuite Solution PartnerHoney Digital are delighted to announce that we now offer HootSuite’s market­ leading social relationship platform for businesses and organisations.

Honey Digital joins the HootSuite Solution Partner Program and now offers HootSuite’s social relationship platform for businesses and organisations to collaboratively execute social media strategies across multiple social media networks from HootSuite’s secure, web­-based dashboard. HootSuite is used by 79 of the Fortune 100 companies, including global brands like Virgin, PepsiCo, Sony Music, FOX, WWF, and millions of other groups. With advanced tools and services available for security, collaboration, engagement and analytic measurement of social media strategy, HootSuite is built to bring brands top social ROI.

Honey Digital’s clients benefit with the ability to launch social media strategies, identify and grow new audiences, and distribute targeted messages through HootSuite’s dashboard. This makes streamlining team workflow by scheduling messages, using assignment tools, and reaching new audiences with geo targeting functionality easy.

Clients can also take advantage of HootSuite’s ability to invite multiple collaborators to access and manage social profiles securely, as well as build custom reports using HootSuite’s comprehensive social analytics tools for measurement. HootSuite is a Certified Preferred Partner with Twitter, Facebook, LinkedIn, and Google+ Pages. In addition, users have the ability to access over 50 social networks and integrations offered through the HootSuite App Directory, including Salesforce, Zendesk, YouTube, Instagram, Tumblr and more.

“We’re thrilled to have Honey Digital on as an official HootSuite Solution Partner,” says Kevin O’Brien, Vice President of Partners at HootSuite. “Honey Digital’s services expertise and knowledge of social media will serve our clients well.”

“HootSuite fits naturally into our product portfolio” said Daniel Honey, Honey Digital’s Director. “Many of the services we offer are designed to help businesses enhance their communication streams by becoming a more agile, connected and customer focused business. HootSuite is a world­class social relationship platform that integrates with many of the existing solutions in our portfolio, such as Salesforce, Marketo, WebTrends and Zendesk. The Honey Digital team has really embraced HootSuite. All of our staff have now either completed the HootSuite training and are now HootSuite Certified Professionals or are part way through the company’s HootSuite University education program.“

As a member of the HootSuite Solution Partner Program, Honey Digital provides social strategy, deployment, training and support services to help organisations engage, collaborate, analyse and secure social media in a variety of ways.

This includes:

Engagement Opportunities: Optimising audience engagement by creating search streams, scheduling messages and monitoring social network profiles from one customisable web and mobile dashboard.

Collaborative Tools: Invite clients and colleagues to participate in social media management. Assign messages for follow up and share streams, helping increase efficiency.

Analytics Modules: Measure efforts using over 40 social analytics modules to build and share custom reports or select pre made templates for quick and easy reporting.

Secure Permissions: Share access with team members without compromising security. HootSuite Team permission levels and advanced sharing options ensure control of valuable social profiles and accounts.

About HootSuite

HootSuite is a social relationship platform for businesses and organisations to collaboratively execute social media strategies across multiple social networks from one secure, web based dashboard. Launch marketing campaigns, identify and grow audience, and distribute targeted messages using HootSuite’s unique social media dashboard. Streamline team workflow with scheduling and assignment tools and reach audiences with geo targeting functionality. Invite multiple collaborators to manage social profiles securely, plus provide custom reports using the comprehensive social analytics tools for measurement. Key social network integrations include Facebook, Twitter, LinkedIn, and Google+ Pages, plus a suite of social content apps for YouTube, Instagram, Tumblr and more. For more information, visit: http://www.hootsuite.com.

 

New Pinterest Features

Pinterest introduces new features

New Pinterest FeaturesPinterest have been busy! Announcing a handful of new features this week, Pinterest continues to establish itself as a top showcase platform for brands.

Below we detail these new features and give examples of brands utilising them.

 

Place Pins

Place Pins let users add an interactive map to any of their boards. Place Pins include extra details like the address and phone number right on the Pin itself. This feature is useful for smartphone users who can take these Pins anywhere and find places on the go and even get directions.

This feature is extremely useful for travel brands, and has already been showcased by top names including Conde Nast Traveller, VisitBritain and the Four Seasons.

Pin It Buttons

The Pin It button has now been improved to allow users to tailor its colour and size for their website. This is a much needed requirement and allows the button to feel more organic as it fits to a sites look and feel. Pick the best colour for your site —red, white or grey— and a size, small or large, and you’ll get a button that allows tons of people to discover the best things from your site.

API

A technical move by Pinterest that allows great integration for brands boards within their own sites. Pinterest detail this as:

Partners can now showcase their most popular Pins right on their own websites and mobile apps. In the coming weeks, we plan to release even more API endpoints so you can show off your Pins.

This API development has been rolled out to select partners at this stage, including Mashable, Elle Magazine and Whole Foods. This will roll out to more developers shortly.

You can read more about these new features in more detail on the Pinterest Blog.

Google Plus Cover Image Changes

Google+ Cover Photo Changes (Again)

Google Plus Cover Image ChangesWhen Google changed the Google+ cover image size to a full and enormous 2120 x 1192 pixels, I was at a loss to why. It became too large to fulfil any real purpose and 2/3rds of it was obscured when you landed on a page anyway. So I was pleased to see the changes Google made yesterday to Plussers cover image.

As of yesterday, when someone visits your Google+ profile or page via desktop, they’ll see your entire cover photo across the top rather than just a small section poking down from the top of the page. Importantly for brands, there’s still lots of room for content underneath.

In design terms the cover photos remains at 16×9, albeit downsized (up to 2120px by 1192 pixels), so no action is required unless you want to take this opportunity to update your image or design a marketing message that will now be seen.

The update is live now and ready to check out!

Twitter Timelines

Twitter announces ‘Custom Timelines’

Twitter TimelinesTwitter has announced a new custom timeline feature that will allow users to curate feeds by dragging and dropping individual tweets. The feature is coming first to Tweetdeck, but the company is also releasing a beta API that will allow developers to tap into the feature.

Custom timelines will have their own links and can also be embedded on other sites. Twitter says the feature will roll out over the next few days to TweetDeck on the Web, Chrome and PC, while an updated Mac app is “coming soon.”

The solution should serve as a decent alternative to the existing lists feature, while also putting some pressure on Storify (yes, remember them!). For instance, custom timelines could be used for Q&As, breaking news and tracking commentary alongside sporting and entertainment events.

When the feature goes live, you’ll be able to create a custom timeline by adding a new column in Tweetdeck. Then simply drag tweets over from your other columns to populate the timeline. Other users will be able to see your custom timelines on your Tweetdeck profile card.

Read the full announcement on the Twitter Developers blog.

 

[Source: Twitter; Developers; TNW; Tech Crunch]