content marketing Tag

From zero to hero: the power of boosting

Establishing your brand’s social media presence takes a whole load of effort. By the time you figure out what you’re giving your audience and what you want them to give you, you can be pretty exhausted. So when it comes to considering a boosting budget, it can often seem like a task for another day. So to convince you how powerful social media tools can be we thought we’d share a recent Facebook success story.

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Content marketing: The great divide

We speak about content marketing quite often at Pomegranite. It’s the fastest growing form of marketing and the way brands go about it changes from week-to-week. That’s what makes it so exciting – and challenging.

This infographic by the folks at One Spot illustrates this brilliantly: one the one hand, there are so many reasons why it’s crucial for brands to invest time (and money) in content marketing, but, as is true of anything in the business world, it comes with its own challenges.

Sure, it costs a whole lot less than traditional marketing – but people still tend to expect a lot more than budget constraints allow. Yes it’s an important way to extend the reach of your brand – but how many people actually track the ROI (or at least attempt to measure this)?

At the end of the day, it’s about being realistic, working with what you have, being creative, and keeping a finger on the pulse of this ever-changing, fast-moving, always-evolving industry.

content marketing

Fetaure image courtesy ddpavumba, FreeDigitalPhotos.net

What happens when a brand collaborates with its Instagram followers

There’s nothing quite like a hopping on a bike and feeling the breeze in your hair on a sunset bike ride along the picturesque Sea Point promenade. Childhood memories of riding with “no hands” for the first time, the flying sensation of high speeds, near-collisions and scraped knees come flooding back. You can’t help testing your bell – brrrrrring brrrrrrrring – for safety purposes, of course.

But how do you communicate that experience on a website? Having been long-time customers of UpCycles, we got chatting about their website and before we know it, that question was ours to answer. So we checked out UpCycle’s social media presence and found that people had such a blast that they LOVED taking photos of their joyrides. And you can see the what a good time they’re having. So we let them tell the story of what it’s like to rent an UpCycles bicycle by collaborating with them on the UpCycles website.

Here’s a taster of what Instagram users happily contributed to the Upcycles website:

The result?

We used a grid design because we were working with generally square pictures of a relatively low quality (having been shot on the fly with phones most of the time). We used a small slider on the homepage and built links to important pages around it. We got across the important information as succinctly as possible with maps and clearly listed rates and contact details. We also incorporated their Instagram, Facebook and Twitter feeds to show off their online communities.

We had a lot of fun developing this site on a tight timeline and budget – and even more fun hearing how thrilled Jared and Shannon from Up Cycles were when we showed them the end product.

Upcycles website

My five favourite things about Hootsuite

When I first used Hootsuite, it felt like I was sitting at the control panel of a spaceship. So many columns, so many posts! What if I end up like George Clooney in Gravity!? But once you’ve got the hang of it – which doesn’t take long at all with this helpful beginners’ guide – you’ll never want to go back. It makes managing multiple social media accounts a breeze, but even for just one account, it helps you run your social media better.  I still feel like I’m in spaceship, but now it’s looking down at all the busy planets of Facebookland, the Twitterverse and LinkedInland.

Here are my five favourite things about Hootsuite:

  1. You can manage it all from one window.

    Research has shown that 42% of adults are using multiple social networks so your brand had better be there too. Hootsuite is essentially a dashboard which supports social network integration for Twitter, Facebook, LinkedIn, Google+, Foursquare, MySpace, WordPress, TrendSpottr and Mixi (I’ve never heard of the last two either) without you having to hop from window to window.

  2. You can schedule posts.

    This cultivates the practice of planning your content which is crucial to good social media management. Being able to schedule posts means that you have to think ahead: figure out what’s coming up, what you want to highlight, what kinds of interaction you want to foster and what content you want to share. This awareness gives your content structure, saves you time and completely eliminates the dreaded morning feeling of, “Oh crap, what am I going to post today?” which generally ends up being something lame, which helps no one.

  3. You can see action quickly and easily.

    All of your notifications show up on your dashboard so you can keep track of interactions immediately. You can also read through all of the feeds of all of your platforms in one place. Not only that, you can see your private messages, set up lists and see what you’ve scheduled.

  4. You can dip in whenever you like.

    While you can schedule your posts ahead of time, there is nothing rigid about the platform; you can jump in to share something spontaneous or join a conversation at any point.

  5. You can shorten URLs in a flash.

    For the times when characters need conserving, Hootsuite has a built-in URL shortener. Simple, quick, easy.

Quite simply, Hootsuite helps you work smarter. It’s integral to efficient working methods like How to Spend Only 10 Minutes Per Day on Twitter.

Twitter_time

How to blog: Content marketing lessons from Coca Cola

In the fast-changing world of digital marketing, search engine optimisation (SEO) and content marketing go hand-in-hand. In order to improve your SEO, you need to consistently produce content that people are interested in – not only do you want them to read it, you want them to share it across social media platforms, driving more traffic to your website and keeping your brand top-of-mind.

There are many pieces of advice on content marketing, and blogging in particular, floating around the internet. Here’s one from one of the biggest brands of all: Coca Cola.

coca cola infographic

Why Search Engine Optimisation is Dying

Randy Milanovic of KAYAK has just released a new e-book, “Findability: Why Search Engine Optimisation is Dying”.

The blurb reads:

Are you ready for a new world of search engine optimization, social media, and content marketing? You had better be, because Google, Facebook, Twitter, and other popular Internet marketing tools are changing fast… the companies that adapt are going to find more opportunities, while their competitors are going to be left behind. Following these rules will help propel you in front of those who don’t get it… yet.

The title may send many an SEO expert into a tizz but it seems that rather than minimising the importance of keywords, Milanovic is highlighting the importance of using content to develop community loyalty where search algorithms can change on a whim. With good content marketing, your investment is never lost. Here are Randy’s 21 top tips:

21 rules of content marketing

[Image source]

sceptical baby social media

5 simple ways to engage your audience on social media

Ever wanted to have your own shop selling stuff you love or be a radio presenter recognised and adored for your sense of humour? If you’re active on social media, you’re already taking on roles like these.

Social media is space we all curate – whether it’s our personal brand (of life being amazing all the time) or a business’s brand (of the business’s values, products, lifestyle). Visual platforms like Facebook, Pinterest, Instagram and Tumblr can be compared to custom magazines and you could say that Twitter is like having your own transcribed podcast beaming out to followers who are tuned in. So what are you doing with your curated spaces? Getting people to participate is one of the best ways to build loyalty. Here are five simple ways to get followers to engage.

1. Polls

Polls are a great way to get feedback from your community while not asking them to make much of an effort. There are plenty of apps out there to facilitate them – just be aware of your settings: pranksters can have (hilarious but) devastating effects when you allow the public to add suggestions.

2. Competitions

For as long as society has used pronouns, people have loved free stuff. Facebook recently slackened the rules for running competitions which has made life a lot easier. By using an entry mechanism where ‘liking’ your page is a condition, you can build follower numbers quickly. After that, it’s up to you to keep them around.

3. Videos

Generally, we’re a pretty lazy society and there’s no better example of this than our internet habits. We would much rather watch a short clip than read a paragraph of text. Film is a multi-sensory experience and, while it’s expensive in relation to writing text, the impression it gives is incomparable and you can get a lot of mileage out of it. A short, captivating clip to introduce your brand and a number of key points can be used in presentations, on your website, and shared on all of your social media platforms.

4. Links

Your curated space doesn’t have to be made up exclusively of original content. While a certain amount is crucial, your brand’s online presence can also be a hub for relevant and useful content. You can be the go-to place for all things [insert your field here].

5. Photos

Because they communicate immediately and powerfully, images are some of the most shareable content on the internet, especially when overlayed with text. There are plenty of easy-to-use, free tools out there such as PicMonkey which make creating this kind of content a cinch.

If you’d like to take your social media to the next level, check out 26 Facebook Fan Engagement Tips or get in touch about our social media workshops and social media management.

Social Media trends for 2014

So we’ve all finally got our heads around the fact that the working year has begun, and the trauma of early mornings and no afternoon naps has been faced. Let’s get our grown-up pants on, stay on top of our game and check out the trends forecast for social media in 2014.

Stop following me!

Like we used to hang out in our parents’ cars and play CD’s during their lame dinner parties, teens are fleeing social media platforms where their parents (gah just leave me alone!) are encroaching and are carving out their own social spaces online. The fleeting nature of Snapchat seems most appealing – Fast Company reports that “with more than 360 million photos shared – and deleted within seconds – this company is proving that a younger generation is in fact cozying up to the idea of private moments.”

If you can’t beat ‘em…

Google Plus had a rough start with a reputation for being unintuitive and obscure but an obligatory SEO tool for anyone wanting to please the great Google. Brafton predicts steady growth on the platform and hails its unique features: “Google+ offers a lot of functions that other networks don’t have, such as Communities, Hangouts and the ability to share specific content with targeted groups.”

Content is king

To kick off the year, Mashable asked nine successful entrepreneurs how they are planning on altering their social media marketing strategies in the next six months, based on their predictions for the new year. Here’s what Andrew Howlett from Rain had to say:

“To achieve a deeper connection with your customers, a company needs to engage on a deeper and more intelligent level. Short videos, infographics, quality imagery and polls are all ways to engage deeper. Companies need to look at the content they put out and ask themselves, ‘Is this shareable?’ […] Also, companies need to focus on the fans they have and not the fans they want. If your message is always trying to reach out, you’ll bore the fans that have chosen to connect with you.”

Image source

Make your presence felt: Pomegranite workshops

Why do I love running workshops? Apart from the snacks (obviously), I really enjoy helping people craft their voice online – whether it’s through helping them go back to the core and articulate their brand or teaching them the skills to use social media platforms effectively.

Never before have brands needed to be so personable. To stand out in the virtual cocktail party of social media, individuals and businesses need not only to be competent at using social platforms, but also something far more alluring: themselves. It’s easy to be safe, to hide behind generic advertising speak, but when brands go for it online and show some character, it’s magic.

Brand strategy

We work with small and medium-sized businesses – people who started with a great idea and have thrown themselves in and grown it into a viable business. Often, it’s only when they come up for air to consider marketing elements like a website or social media that these businesses realise how important it is to be able to articulate clearly who they are, what makes them different, and how they’re going to communicate that personality. Clients often want to have a brand workshop before we build their website or run their social media for them.

Social media training

Our social media training caters to everyone, from wary individuals to corporate teams. What I’ve learned is that everyone gets a kick out of becoming comfortable with a new way of expressing themselves. Some of our clients are individuals wanting to develop their voice online in order to make their mark in an industry; some are businesses wanting to use their team (who better?) to represent their brand. -One thing is clear across the board: a strong voice online is valuable currency.

If you’d like to chat to us about booking an affordable workshop, just pop us a line – we’d be happy to see what we can do for you.

 

 

‘GIRLS’ talks to its viewers in their language

Love it or hate it, GIRLS is back and they’ve developed a great online presence ahead of the launch of their third season, which aired on Sunday night. I’m an unabashed GIRLS fan, so move on over if you don’t smile with fondness at these ladies (I’m a lady, you’re a lady, she’s a lady, we’re the ladies.)

 

girls7

 

Wednesday night

shoshray

The show hasn’t gone without criticism – indeed the above images show a group of well-off twenty-somethings staring at their navels – but if you happen to be a twenty-something ‘girl’, it reflects your messy existence better than anything else out there. It’s refreshing to laugh at your own ridiculous naivety and self involvement through this group of undeniably hilarious characters.

The show’s target audience is of a similar age and that market is online. All the time. “For us, this is an increasingly challenging demographic to reach with traditional means,” Sabrina Caluori, HBO’s vice-president of social media and marketing, told Mashable. In the lead-up to the release of season 3, HBO has made some great marketing choices, reaching viewers through a range of current platforms.

Because the show is so quotable, an early mark online was the ‘GIRLS’ Tumblr page (previously WhatShouldWeCallGirls), which posts a bunch of GIFs, memes and fan-art, allowing fans the satisfaction of in-jokes and reliving moments from the show. Their Facebook page has run a fun campaign giving character portraits through emojis (Shoshana’s signature mode of communication) accompanied by translations. Over on Twitter, it’s a family affair with cast and crew members live-tweeting during the show, and answering fans’ questions after the show, starting with episode three using #GirlsFYI. These strategies have been adapted for emerging platforms such as Instagram, Vine and even Snapchat, as well as the usual social suspects like  Facebook, Twitter, and Pinterest. The biggest move so far has been the release of the double-episode season premier on Youtube just 12 hours after its release on HBO.

While the show may not speak to everyone, GIRLS is doing a great job of using online platforms to reach its audience.

A thousand words: The rise of the visual social network

We’ve said it before – images and video are becoming increasingly important elements when it comes to social media and your online presence. People would much rather watch a quick video clip than read a whole page of text. And if they are going to read a page of text, they’ll be much more likely to do so if it’s peppered with interesting and appealing visuals.

Just look at the top three fastest growing apps in 2013: Vine, Flickr and Instagram – it’s all about the images and video. The online audience is hungry for visually-rich material, and it is the brands that deliver this on social media platforms that are winning followers and recognition.

A recent example from South Africa is the Soweto Gospel Choir and Woolworths’ heartfelt and beautiful tribute to Nelson Mandela – a video that left me with tears and lasting goosebumps.

The infographic below, created by @ManwthePlanigan, unpacks this shift to the visual in the online space, and provides brands with a few ideas to navigate this ever-changing landscape.

visual infographic