moda vivendi

I'm just talking to myself. We do that sometimes, me and myself.


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Social media needs to be social

This was originally posted over at theBrewRoom blog.

Sometimes, it’s easy to forget that social media is, in fact, social.  Every time that certain car commercial comes on (you know, with the rep reading tweets and their hashtags), someone in the room with me asks, “What’s a hashtag?”  It’s a link to all the tweets in the world with said hashtag.  Then the inevitable, “But…..why?”  So you can see what people are saying (and jump into the conversation, of course)!  We’re so focused on using the Internet to throw information out into the universe that we forget the best way to use it; no one wants to be talked at, they want to converse.  Social media, and the marketing that goes with it, is virtual word of mouth.  It’s a conversation.  There are peoplBill Lumberghe constantly talking with and engaging other people.  If you want your business to be successful, you need to engage as well.

Let’s say I work somewhere like “Office Space.”  I have 3-5 on any given day asking me to tweet something, usually a promotion.  Of course, they all think  their message is the most important one to disseminate (so it must be posted NOW).  Well, when you overload people with text and they aren’t getting anything meaningful out of it, guess what will happen to your message? It’ll get tuned out (or they’ll just unfollow you period).  Now, when Lumbergh comes back 5 minutes later to ask if anyone is talking about it, he’ll be let down because the answer is no.

Long story short: be social.  Show you care about the community that you’ve built:

  • Ask questions.
  • Answer questions.
  • Include comments when you retweet whenever possible.
  • If you need to promote services or events, do it in a way that’s natural and not pushy.
  • Mention people to get the conversation going if you have a piece of information that you think is of interest to them (just don’t be spammy; no one likes that).

And don’t forget to “listen” to the conversations.  It’s a two-way flow of information.  Don’t expect to get a response if you are not responding yourself.


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Should Your Business Use Tumblr?

**Please note: I originally posted this on theBrewRoom blog. Head over there to see it in all its glory!

What happened to Tumblr?  It has a couple hundred (million) users, but even then, it seems like it was almost a flash in the pan.  According to WSJ, Tumblr was recently purchased by Yahoo to bring a social networking presence to the company that is mostly used by an older customer base.  A Google Trends search makes it pretty clear that it’s the forgotten middle child of social media.  (Does anyone else appreciate the irony of using Google to report on something Yahoo-related?  Fickle internet..)  So even though it’s hovering in the shadows for now, should your business use Tumblr?

Tumblr’s users are in a younger demographic.  If you’re Newsweek Tumblrmarketing to that younger crowd, this could be a great tool.  But even if you aren’t marketing to a younger crowd, you can utilize Tumblr in an effective way.  Most notably, if you have highly sharable, visually appealing content or snippets of interesting text.  Newsweek, among others, does a great job of this.

It is primarily a visual platform; if you have pictures to share, this is great.  So why not use Facebook or Instagram?  Well, my friends, you can cross-post.  And you can reach more people than just those who follow you.  If someone likes your content, they can “reblog” or share it on their own Tumblr page, and so on and so forth.  So how is it different than Facebook?  You can tag your pictures, similar to Instagram, and let the viral nature of Tumblr do its job.

Sure, you can use this as your sole website for your business, but I like to think of Tumblr as an extension of your brand identity.  The users are a little edgier, a little more tongue-in-cheek, a lot more visual, and therefore more likely to share things they find visually appealing on Tumblr.

The simplicity of this platform is also appealing and so is the ability to curate content.  But to see my full thoughts on that, head over to theBrewRoom (you know you want to)!


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Five Things: My Social Media Marketing Essentials

This week’s Five Things, I bring you my five social media marketing essentials that I can’t live without.  I’m sure you already use them, but if you don’t, look into it (or ask me to do it for you!)  This is by no means a complete list of every tool I use, just the ones I use daily.

1. TweetDeck – Oh how I love TweetDeck.  It is my go-to dashboard for Twitter.  It’s a seamless extension of the Twitter site.  Want to know every time someone checks into your business through Yelp?  Type in the keyword search “[your business] yelp” and it’ll automatically populate a list for you.  Tracking a hashtag campaign?  Type it in.  Yes, HootSuite offers this as well, along with their own great offerings like built-in analytics, but I prefer TweetDeck to manage multiple Twitter accounts for it’s ease-of-use and clean styling.

HootSuite2. HootSuite – Of course, HootSuite made it on this list.  As I mentioned, HootSuite does offer their own analytic reports for use about every social channel they support (we’re talking all the big players here), integration with Google Analytics, URL click stats, and the ability to make custom reports from their data.  While that’s all mighty fine and dandy, tend not to use HootSuite for tracking but for managing channels, like the five Facebook pages I work with every day.  Any more than that, though, and you’ll have to get a paid account.

3. Commun.it – A clean follower list is a happy follower list.  You can get that with Commun.it.  A basic (aka free) plan will be sufficient; upgrading to pro is just more of a good thing.  Commun.it allows you to see who has engaged with you the most, whom you need to respond to, and suggests who you should follow and/or unfollow based on recent interactions.  On the basic account, you can also track up to three keywords, similar to TweetDeck’s search function, but shows you “top influencers,” or people who use those keywords the most.  It will also suggest that you engage with a particular user based on their use of/relation to your keywords.  It’s a fascinating tool and I’m only scratching the surface.

4. Google Analytics – Yep, Google Analytics is making an appearance on here.  From learning which page your customers are Google Analyticslanding on to creating custom dashboards brimming with just about any metric you’d want to look at, this program will you just about anything you’d like to know about your website traffic.  I’m a particular fan of Visitors Flow.  It tells you on which page people begin, where they go from there, if they drop off, and the percent of each.  As well, you can filter which segment you want to analyze.  Want to know where people go after they come to your site from Facebook?  Segment for “Social.”  Not sure if you keywords are performing?  Boom, set for keywords.  Again, I’m only scratching the surface.

5. Bit.ly / Delivr I use bitly to shorten and track websites that I share with social channels.  I use Delivr to create QR codes (are QR codes over? Yeah, probably, but some people still like to use them for convenience).  Both will show you how many clicks you get, when, and where.  Bitly will tell you who else shared a bitly link to that content.  It will also show you clicks on that link versus clicks on your other links; this is helpful if you’re testing click rates.

Honorable mention to Twimbow because it’s cool.  It’ll organize your Twitter account based on color.  One color for DMs, one color for mentions, etc.

So that’s my short list of things I “reach for” (“click for”?) every day.  What can’t you live without?


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Things to remember when posting for your business

**Please note: this was first posted over on theBrewRoom blog.  You can check out the full post (and more) there!

Inspired by a list published on AdAge.com by Simon Dumenco, “9 Media Things That Should Be Immediately Regulated,” I hereby give you my list of 7 Things That Should Be Immediately Regulated When Posting For Your Small Business (or any sized business for that matter) on social media accounts.  Posting for your business can be tricky to navigate at first, but it gets easier with practice (and remembering these reminders).  Please note: there is no particular order because these are all important.  Well, except for No. 1.  That’s pretty important.

5. Henceforth, your posts shall only contain one punctuation character in a row.  I get that you’re excited, but use your words, not your exclamation points.  Exception: ellipses…

4. Henceforth, you shall not ramble.  The ratio of number of characters per post to percent of increased engagement varies between Ragan, Short Stack, and Linchpin SEO infographics, but they all will tell you that posts clocking in around 100-150 characters (3 lines of a Facebook update) see more interactions on Facebook.  Similarly, about 80-100 characters are ideal for a tweet.

3. Henceforth, you shall not post willy-nilly.  Everyone (yes, everyone) will tell you to make a schedule of posts and stick to it.  It’ll keep you organized, keep you on point, and ensure that you post essential messages without becoming overbearing (and annoying).

2. Henceforth, if you must automate posts, know who/what/where/when.  Don’t be the person tweeting your two-for-one BBQ Nite when something devastating (or joyful, but mostly devistating) happens.  Make sure you know what’s going where and when.  Try your best to make a quick change should you need to.

1. Henceforth, you shall be interested in others.  As John of YaJagoff will tell you, social media is losing the “social” aspect.  He’ll also tell you that you can get more people interested in you by showing interest in them.  Think about the last time you were faced to endure time with a “me” person.  It’s a turn-off, yeah?  Don’t be that person online.


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What my professional personal ad would say

I’ve been giving a lot of thought to branding.  When I say branding, I mean marketing and branding, not the thing you do with cattle and other property.  If a company wanted to brand me, I think I’d run away, but it depends how good the benefits package is.  I’d really like to market myself in order to either increase the likelihood of being hired in a full-time capacity.  (Shameless plug: if you know of someone in the Pittsburgh area who is looking for a copywriter, I’m your gal.)

In the spirit of Valentine’s Day, here’s what my professional personal ad would say about me.  I have a few options, so let me know which is best and I’ll take out a Craigslist ad in the help wanted section. Or, put it on LinkedIn.  That’s probably a better channel..

23, eager to learn, interested in writing, baking, coffee, and long walks between my desk and the copier. Looking for someone to fund my Post-It habit.

Young candidate seeks the right company. Me: copywriter, designer, blogger. Familiar with InDesign and social media advertising. You: able to provide me with a cubicle, a working computer, and things you need me to do. Not afraid to play on a company softball team (hand-eye coordination needs work first).

Advertising hopeful looking for the right company to unleash my creativity on the world. Will work for Starbucks gift cards and Nutella.


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Oreos, Twitter, and Power Outages: The Trifecta of Super Bowl Sunday

It wouldn’t be “Super Monday” if everyone didn’t throw in their two cents regarding the Super Bowl, its ads, and this year, the power outage.  Side note: who wants to bet that next year any gambling on the Super Bowl will include concessions for power outages?

When I logged into Ad Age this morning, I was expected to be met with a wall of ad recaps and I wasn’t disappointed.  What was going to start as a disgruntled post about how most of the ads were lackluster and,”If I was going to spend $4 million on a 30-second spot I’d want a little more pizzazz” changed into a “Holy bejeezus, check out the power of social media” post.  During the power outage in New Orleans, the smart marketers jumped to create real-time ads via Twitter.  Nat Ives, Rupal Parekh and other Ad Age staffers compiled companies’ Tweets during the power outage.  In their article, “Marketers Jump on Super Bowl Blackout With Real-Time Twitter Campaigns,”  they write about Oreo:

“Power out?” Oreo posted to Twitter. “No problem. You can still dunk in the dark.” The tweet was retweeted 10,000 times within one hour.

In the Super Bowl of ads, Oreo wins at life.  10,000 retweets in an hour.  An HOUR.  And it cost Oreo basically nothing because they used the internet.

The Oreo graphic was “designed, captioned and approved within minutes,” according to Sarah Hofstetter, president of the cookie brand’s digital agency of record, Dentsu-owned 360i. All the decisions were made in real time quickly because marketers and agency members were sitting together at a “mission control” center, or a social-media war room of sorts, at the agency’s headquarters in the TriBeCa neighborhood of Manhattan. Among those who were there were two brand team members from Oreo, and nearly a dozen creatives, strategists, community managers and social-media listeners.

While Oreo isn’t the only brand to jump aboard the Twitter train–Tide, VW, Audi, Speed Stick, and Bud Light got a piece of the action–its effort was impressive.  Granted, everyone was whipped into a frenzy and wanted to take advantage of thousands of Tweeters making Bane jokes.  Tide created a graphic that looked similar to an ad, but in my opinion, Oreo took the cake–er, cookie on making it look like they took time and put the ad together days prior just in case something like this would happen.  Oreo pulled together an advertisement that stuck with the brand’s personality and was consistent with the other efforts put forth by the company.

This is why you need someone on stand-by in case you need to create an ad, get approval, and disseminate it in a matter of minutes.  This is also why brands need to harness the power of social media.  It is quick and cost effective.  You can have a two-way conversation with customers or broadcast your brand’s message to thousands of users at once.  Social media is also a great barometer to check in on customer’s thoughts; a big part of social media advertising is using it as a tool to monitor reactions.

Last night’s effort during the Super Bowl highlighted the versatility of social media and the unpredictable nature that comes with the industry.  You work for months on a 30-second spot that you spend millions of dollars of the budget on and yet you get showed up by a simple Tweet and a cookie.


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Social TV-edia

The lines between virtual and reality are constantly being blurred.  It seems as if the only thing separating these two entities is a finely-erased line.  Every TV show has a badge in some corner of the screen with the proper “hashtag” to use while “live tweeting” about the show.  Just last night, the Food Network prompted the use of the tag “#Star” while @altonbrown (and the other team leaders whom I don’t follow..sorry Giada and Bobby..) updated followers throughout the premier with his (hilarious) insights on the episode.  Don’t get me wrong, I joined right in and showed my #TeamAlton spirit.

But it does give me pause for concern.  My (knock on wood) future career relies on people seeing an advertisement and talking about it.  There are just so many ways to talk about something.  If the joint use of social and traditional media is any indication, consumers want to talk about everything; this open discourse is important to consumers.  It’s evolved from using a phone with a real cord to call your friends after the episode of “Buffy the Vampire Slayer” to confirm your allegiance to Spike to picking up a smartphone to broadcast your displeasure over the “American Idol” vote to, literally, the world.

How does someone monitor all of these conversations?  And how do you respond to them?  They say that one negative review ensures that 10 people will hear about it and choose not to buy whatever it is that you’re selling.  But with social media and the rabid dissemination of all sorts of messages, that number is more likely to be some exponential integer.  In an article on the AdAge website, “CW’s ‘Twitter Party,’ or the Upfront’s Hinging on Social,” CW’s VP of integrated sales and marketing, Alison Tarrant reflects:

CW was careful not to bombard fans with irrelevant or aggressively promotional content […] You have to be very thoughtful and strategic about whether it makes sense for brands to play in social media. If users feel they can’t get anything of value, they will ignore the promotion or, worse, discuss their annoyance with friends and followers.

What does this mean for social media, and larger, traditional media?  Well, using social media to connect and extend the reach of traditional media will provide a closer connection to the brand, or so thinks Lisa Gurry, senior director at Bing.

So it seems that we’re stuck with the hashtag in the corner of the screen during any given episode that’s broadcast.  If this allows consumers to speak to exactly what they want, and takes some guess-work out of the advertising process, well then I’m up for the challenge.