5 phrases every CEO wants to hear us say…

Data science has given marketing departments a new authority. Armed with analytics, we can now speak the same language as the executive team and are able to go about proving our ROI with facts and figures.

Here are five phrases (think of them as ice breakers) that every CEO wants to hear us say:

1. “Based on reliable sources, we predict…”

The future of a company depends on its ability to anticipate and adapt to trends, something that a good media intelligence tool can easily find. Looking at historical data is like driving using only the rear view mirror. Real time data, however, lets us spot the opportunities coming our way.

2. “To quantify our achievements, we have…”

Before data science, it was difficult for marketers to quantify business output. We had to manually search for brand mentions, which was time consuming and unreliable. Now with help from media intelligence like those offered by Meltwater, we’re able to find how many brand hits were harvested at the simple click of a button.

3. “Let’s dive deeper into this number…”

Quantifying is great, but mixing numbers with in-depth qualitative insights is better! It’s all well and good reporting a 30% increase in mentions, but if this is the result of a crisis then this is not something to be bragging about. Sentiment analysis and the use of conversation clouds, allow us to identify key themes around our brand so that we can see if our messages have been accepted.

4. “To be successful in entering this region, we must…”

For those with their eye on lucrative overseas markets, it’s a good idea to start building relations with our local audience and press first. Media intelligence has allowed us to locate influencers chatting about relevant topics so that we can listen to what they value the most; we can then use this data to make informed strategic decisions.

5. “When compared to competition, our position is…”

There is no need to recruit spies to gain insights into the strategy of our competitors, data science has given birth to a totally new way of keeping tabs on them. For example, if we want to know their future product strategy plans, we can simply monitor information on patents filed or jobs titles they’re recruiting for!

And there we have it, five phrases that every CEO wants to hear us say!

10 Minute Makeover: Tips to Improve Facebook Page Performance

From filling out the about box to adding milestones, you’ll be surprised at the difference giving up 10 minutes today can have on Facebook page performance!

Improve Facebook Page Performance: Complete “About” section

An incomplete “about” section can result in decreased Facebook page performance because without one a visitor may think that the page simply isn’t legit; or professional for that matter. The type of information provided varies from business to business, but one thing that most pages have in common is the inclusion of links to other sites such as a website, blog pages, and Instagram accounts. This helps to improve our Facebook page performance by increasing visibility and added value from the content on the websites linked.

Tip: Use a link shortener such as Bitly to optimise space.

Update the cover image

As discussed in a previous post we all crave visuals. An engaging cover image is an easy win for us to boost the Facebook page performance. The cover photo is the first thing our audience sees when they land on our page and we want to make it as easy as possible for visitors to figure out who we are and what we do. Don’t forget, we typically have three seconds to capture a visitor’s attention and improve Facebook page performance while doing so.

Tip: Use an image that relates to the product or service you offer and make sure that the image is at least 851×314 pixels to warrant high quality.

Post at the right time

Most of us don’t speak unless we expect that someone is listening (unless we’re singing in the shower!). Tools such as likealyzer.com provide us with a Facebook page performance health check and also offer advice on improvement. For example, the search tool tells us the best time to post content on our page in order to ensure maximum engagement and Facebook page performance. For those wanting to know the best time to post on Twitter, take a look at our past blog here.

Tip: Try to include a call to action within every post. For instance: like if you agree, share to win, comment on your favourite flavour, tag a friend who would love this

Like other pages

One way to increase Facebook page performance is to go on a liking spree. Liking other pages will help increase our reach… that is if we also engage with the page. This can help us expand our community and improve our Facebook page performance by getting us inspired with our own content based on what is/ isn’t working on other Facebook pages.

Tip: Learn more by reading our previous post 3 Reasons Your Company Should Like Other Pages on Facebook”

Add milestones

Facebook is the perfect medium for brand storytelling. Facebook enables us to connect with our audience emotionally, which creates a stronger bond.

Tip: Highlight images more so than comments. Also, call out milestones for your business and find ways to express how excited you are about them. These can include stories about how you started your business, new product launches, and any awards your’ve won or recognition you’ve received.

Brand Equity Series: Connect the Dots to Build Brand Loyalty

And so we reach the end of the brand equity series, rounding things up with brand loyalty, the cherry on the cake.

Building Brand Equity: Is this True Loyalty or Repeat Purchase?

Firstly, let’s not get confused with the differences between brand loyalty and repeat purchase. Humans are typically creatures of habit and so continue to purchase from a brand if that brand has kept its promise. Fear of the unknown can hold people back from looking elsewhere; better the devil you know, right? But this type of customer will probably not jump to our defense if ever there was a crisis, nor will this person tell their friends about how much they love the brand. A true brand advocate will.

Monitoring habitual consumers reassures us that we will maintain a predictable level of sales. However, to identify a brand advocates, we need a media intelligence tool. The simplest way to uncover our superfans is to filter social mentions by positive sentiment; we can also sort by most engaged audience members or impressions to identify advocates who are also social media influencers.

Because brand loyalty isn’t about being loyal to a product, it shouldn’t just be measured by the amount that a customer buys. Rather, we should be analysing the odds of customers switching to a competitor if we were to change a product feature, the price, or distribution method? If the answer is low, they’re a keeper (or more like they’ll keep us!)

The Brand Equity Domino Effect

Brand loyalty is both an input and output of brand equity. The truth is that all of the dimensions of brand equity are connected to each other. Without brand awareness, it’s difficult to form a brand image and attach associations to a brand such as credibility; and without associations, brand loyalty doesn’t exist. For example, one may be loyal to Fendi due to the status of owning one of their bags; here brand image influences brand loyalty. If we flip it and reverse it, brand loyalty can also increase awareness through heightened word of mouth coming from a brand’s army of fans. Therefore, in order to improve brand loyalty we have to connect the dots and look at the wider picture. This is when brand equity evaluation becomes important.

Read our previous posts on brand equity, brand image, brand credibility, and brand awareness to connect the dots and improve brand loyalty through the brand equity dimensions listed above. This will also improve the chances of sustained brand equity, thus killing two birds with one stone!

#MarketingMinds Chat Insights – Trend Analysis

Trend analysis is something every company striving for success should be conducting. That’s why we decided to base the most recent #MarketingMinds chat around trend analysis and tips and tricks for completing one.

Q1. Why is it important to conduct trend analysis and monitor changes in the market?

@sambibby explains that trends represent opportunities and companies that conduct a trend analysis will be the ones fastest to react to change, thus increasing the chances of gaining a competitive advantage. @AdotIdotspace agrees, stating that a trend analysis helps us to progress as a company and expand our horizon.

@tandrsolutions and @ThinkSEM add that a trend analysis can also allow us to keep up with the customer’s mind set, for example the fact that millennials are increasingly interested in social and ethical issues, we can then adapt our messaging to accommodate such trends and ensure relevance. Moreover, @ThinkDesignbuzz adds that a trend analysis can also help us with market segmentation and to anticipate market demand, and as @ScottPValentine points out a trend analysis can also help to align our offering with customer value.

In addition to the above, @PeterLingua comments that we can also boost engagement by using insights from a trend analysis, as this makes for a great conversation starter.

Q2. How can we keep up to date with market trends?

@ThinkDesignbuzz suggests that we conduct a trend analysis by researching up to date news. Moreover, webinars are also a great source for trending topics. @AdotIdotspace explains that it’s all about data and the use of this to implement and execute new learnt insights. Media intelligence tools such as those offered by Meltwater are able to cut through the noise of trillions of conversations happening online to show us a bird’s eye view of the trending themes around a particular topic. Below is an example of trends within content marketing. We can also see posters featured in the conversation cloud that can be used to point us in the direction of authors and posters to monitor.

Q3. Offer one example of a market trend occurring in your industry.

@tandrsolutions ensure they stay on top of market trends by conducting a trend analysis and have identified one trend in their industry- older companies re-branding to satisfy the growing force of new businesses. @PeterLingua observes how the digital marketing industry has seen a rise in video as the world becomes more stimulated with visual content, something that @AdotIdotspace also pointed out. @ThinkSEM adds that audio is also on the rise with more of us opting to listen to podcasts.

Q4. _______is a company that is great at keeping up to date with market trends because_________.

@sambibby offers KPMG as a company who does a great job in the B2B space, especially with #WEFLive. On the other hand, @ScottPValentine’s top brand is Evernote because they understand their customers and continuously work to enhance value through innovation.

Q5. How should we act on market trend insights?

@EnamMakafui suggests that we use trend analysis data by implementing strategies and resolving issues raised from the gathered insights. For example, social media makes for the perfect focus group; by listening on social we’re able to find new opportunities and threats to our industry. Data may change the direction our company is moving in; although this may seem scary it can be essential for survival.

5 Lessons Game of Thrones Can Teach Us About Crafting a Fighting Content Strategy

There was no discussion of media, let alone content strategy during the medieval times. So it may come as a surprise that we have lots to learn from the Game of Thrones characters in terms of content strategy tips. PS. We promise not to reveal too many spoilers whilst doing so.

Listen as Lord Varys

Lord Varys takes on the role of message transmitter very seriously. We often see him keeping the King up to date and informed of the goings on in the Seven Kingdoms; and rightfully so. Listening is a skill every marketing professional should embrace if they are to build a successful content strategy. In modern times, a media intelligence tool replaces Lord Varys, allowing us to know the goings on in our Kingdom (aka market) first hand. Such tools enable us to stay abreast of public opinion, our image, our opponents and what is happening outside of our Kingdom. The arrival of digital media has brought indispensable information that can be used to inform our content strategy by drawing on such insights.

Repeat as Hodor

Do you remember the first name of the youngest member of the Stark family, or perhaps the Stannis clan? One thing is certain; the one we’ll never forget is Hodor. This is no coincidence. If we regularly repeat our content strategy message, there is a likelier chance that it will stick with our audience and spread. With this in mind, it’s important that we refrain from spamming our audience as this can do more harm to our content strategy than good. Listening tools enable us to insert our message into relevant conversations, therefore decreasing the chance of our audience feeling like we’re spamming them.

Mingle like Petyr Baelish

Some of us may have found ourselves in the same situation as Petyr Baelish. Sure our name may not be known and our wallet not necessarily full, but we have managed to achieve our goals through pure ambition! Petyr understands the logic of influencer relationships. By weaving partnerships with influencers we’re able to increase our content strategy message, reach and gain endorsement from those who are considered credible thought leaders. Such relationships greatly help in assisting us hit our content strategy goals.  As a consequence of all of the mingling and the building of partnerships, Lord Baelish has himself become very important. Let’s find our partners and do the same!

Adapt as Margaery

The land of social media is constantly changing and we have to adjust our content strategy accordingly. At King’s Landing, Margaery Tyrell repeatedly faces bumps in the road while having to face a hostile city alone, yet she has managed to build a strategy to support King’s Landing and get ahead by asserting influence. Our ability to adapt our content strategy is necessary to innovate and imperative to success. Be sure to keep up to date with trends and industry news to become an industry shaker rather than a follower.

Do not be as limited as Cersei

Let’s also learn from the mistakes of the characters in GoT, as well as from their successes. Queen Cersei has too much confidence in her power and money. [Spoiler Alert] Consequently, she saw the danger coming too late. Whilst a substantial budget allows us to gain visibility for our content strategy via paid media, that does not mean there is plenty of owned and earned media coming our way. These kinds of media greatly help content strategy success through an increase in awareness of our posts. Cersei has much to learn from Daenerys. Her storytelling was so strong that she reached her goals without putting her hand in her pocket. Westeros now speaks of the Mother of Dragons and city of slaves. As for Cersei, maybe she should pay more attention to PR and brand reputation considering the deterioration of her image [End spoiler].