social media marketing

Best Way For Businesses to Use Snapchat

Snapchat Geofilters

 

Guest blogpost by Kevin R. Escalera

Snapchat is all in the news in marketing and advertising circles. Here’s a quick guide to geofilters, one of the best ways for businesses to use the app:

What is currently the best social media tool for brands to reach millennials?

Snapchat.

Why?

It’s the fastest growing mobile app among teens and millennials in the United States, passing Twitter and Instagram. Snapchat has over 100 million daily active users, with more accounts created each day. Over 8 BILLION videos are viewed on Snapchat each day.

How can businesses, events and brands easily use SnapChat to their advantage?

Custom branded geofilters.

Dunkin Donuts Geofilter

What are Geofilters?

A geofilter is a digital sticker that changes based on your location. Snapchat users are able to share your logo or event info without having any contact or interference from the sponsor or brand. These stickers can be added to any photo or video that you take in the Snapchat app.

Starbucks Geofilter

Why use Geofilters?

Geofilters are a fun way for brands to get in front of a lot of people attending events or visiting a store, restaurant or nightclub.

T-Pain Geofilter[2]

How do they work?

Step 1: Design a custom geofilter for your event or brand.
Step 2: Select a specific location that you are targeting using SnapChat’s Geofence tool.
Step 3: Select a date and time for your geofilter to go LIVE
Step 4: You are all set! Anyone in the area you have chosen at the selected moment who is using snapchat can see or use your filter while using the app.

What are the costs?

Minimal! Prices depend on how many hours/how large the area is but on average the costs are around $20 per hour for a mid-sized event space.

 

Key Takeaways from Travel Blogger Exchange ’15

tbex

Key takeaways from the recent TBEX(Travel Blogger Exchange) North America 2015 Conference in Fort Lauderdale. Attracting an international group of travel bloggers, writers, new media content creators, and social media savvy travel industry professionals, TBEX  is the world’s largest conference and networking event for online travel journalists and travel industry companies. Facts, figures, and tips to keep in mind:

Key Takeaways

  • Why Travel Brands Must Embrace Visual Storytelling
    • Data shows that 71% of travelers search for a destination on YouTube before booking to see the visual appeal
    • Good examples of brands using the tools of video and photography to their advantage:
      • Marriott created a GoPro rental package and encouraged guests to videotape their trip
      • The 1888 Hotel in Sydney allowed for anyone with over 50,000 Instagram followers to have a free night (because they have such a large visual following.)
  • Have brand hashtags readily available for guests to access (no longer than 15 characters)
  • Less than 10% of travel brands have videos on their Facebook – this is a huge opportunity for brands to expand upon
  • Platforms to utilize social media:
    • Socialbakers monitors how the competition promotes their content, how it performs, and start reaching bigger audience on social
    • Periscope is an emerging video social platform brands should begin utilizing

 

Working with Travel Bloggers from a Company Perspective

  • Pin articles to a brand’s Pinterest account to expand their reach
  • Airlines will very rarely comp flights because of the margin
  • Bloggers want evergreen content that will continue to generate impressions (a win/win for a company because they will generate sales)
  • Blogs are the third most influential digital resources (31%) when making overall purchases, behind retail sites (56%) and brand sites (34%) according to Technorati
  • “Nearly half of travelers have changed or decided upon a trip because of what they read on social media” – WTTC

 

Travel Reviews

  • Everything is based on a review in this day and age
  • We live in a review culture (i.e. someone looks to their favorite travel blog for hotel recommendations)
  • Credibility is the number one factor of bloggers gaining readers, developing their voice and showing their professionalism
  • As part of a blogger’s editing checklist, they want to be a correct resource (i.e. it’s OK as a brand/PR representative to ask them to correct a story if the information is out of date)

Photo courtesy of www.fathomaway.com

Instagram and ROI

instagram

Instagram has over 300 million users, about the same as Twitter, give or take a few million. Instagram marketing is the new darling of social media, in the news for its impact (or lack of) on sales of art, beauty and fashion products.  All about images, it certainly lends itself to travel and hotels. The question being asked is how effective is it in branding and sales?

I use both to promote my personal blog, www.miamicurated.com  on food, fashion and culture (and some travel) in Miami, though am newer to Instagram.  Twitter has been one of the top drivers of traffic to the blog, but the jury is still out on Instagram.  Its effectiveness in driving traffic to a blog or website was a subject of discussion in one of the travel blogger forums. I asked one  of the members who amassed 5000 followers about the benefits and her answer is that conversions to subscribers or increasing blog visitors is minimal.

So what’s the benefit? Here are recent excerpts from an excellent article in Digiday where beauty and fashion brands, among the top users and boosters, are quoted as saying they are betting their social marketing dollars and resources on Instagram over any other platform. 98 percent of L2’s top fashion brands are on Instagram as of this month, and 95 percent of beauty brands are on the platform — up from 75 percent and 78 percent in October 2013.

For beauty and fashion brands, engagement and interactions are higher on Instagram compared to any other platform. As of the second quarter of the year, of the 67 top fashion brands on social media, engagement is up 77 percent, while frequency of posting has shot up from just over 8 posts a week to 10 posts a week.

While Facebook still attracts the lion’s share of paid advertising (82 percent of marketers surveyed by Forrester say they currently pay for ads on the site), brands are increasingly flocking to Instagram. About 46 percent of brands say they do or plan to pay money to get on Instagram in the next 12 months — the highest rate of growth compared with other platforms.

High-end fashion brands are among the prolific on Instagram. For example, Christian Louboutin in January launched #louboutinworld, a photo gallery displayed on its homepage that goes directly to its Instagram page. Its followers there have grown 80 percent in the last year, while Facebook likes have grown only 8 percent.

What about a direct path to purchase? While Instagram introduced clickable ads via its “carousel” platform back in March, brands are hoping that a more direct path to purchase (a “shop now” button, or a click to buy capability) will eventually be introduced. But until then, Instagram still makes more sense for brands that want engagement and inspiration.

Bottom line: wait and see.

5 Not so Obvious Do’s and Don’ts with Bloggers

best-practices-300x276

Though I’ve had KWE Partners blog for many years, mostly a B2B audience, being on the consumer blogging side with MiamiCurated (69K+ UVM according to Cision media database) has opened my eyes to several Best Practices that are often overlooked by products and services. Here are 5 tips from my first hand experience:

 

  • Do not prohibit bloggers from taking photos or require them to get approvals from PR execs to take them. This might seem obvious in a social media world, but it isn’t in practice. Case in point. As a courtesy, I always introduce myself when I go to a place and want to take pictures. The other day I went to a men’s shoe store, spoke with the manager, introduced myself, and proceeded to take pictures. He said I wasn’t permitted without getting the PR department’s approval. No writeup for them.
  • Recently I learned of a blogger’s loyalty program to encourage purchases of the product. What a wonderful idea. Think of giving a discount to bloggers who sign up as a perk – you’ll earn their appreciation and more brand ambassadors for very little investment.
  • When you confirm attendance at an event, a press visit, whatever, send a press release and link to images as a matter of course even if it was sent with the initial pitch. If the blogger doesn’t need the info he/she can always delete. If it is needed, then this saves the person having to send an email request and would be much appreciated.
  • Want to build business on a slow night or off season? Consider inviting your favorite blogger friends to have an event for their readers. It introduces your shop, lounge, restaurant, hotel, whatever, to new people and at an investment that can be as little as paying for Prosecco and some light bites for two hours. The blogger might even be able to get the beverage donated.
  • Keep in mind partnering with bloggers on contests. Say it’s a travel sweepstakes, the hotel could give a two night stay and that’s all that it costs to get in front of the bloggers’ readers and get the participants’ contact info to build a mailing list. It’s a great way to build an opt-in list for eblasts.

And of course, there’s the cardinal rule of working with bloggers and any media – take the time to read it or see it (broadcast) before you pitch.. A pet peeve is always getting inappropriate mailings.

 

Emotional Marketing and Music

You can’t help reading these days about emotional marketing —  forging an emotional connection with potential buyers or clients as a key to sales success. Story telling and appealing to the senses are touted as  effective ways (and I concur as you’ve read). In the case of the latter,  incorporating aromatherapy and visual candy (design, art, fashion) into the product and marketing are becoming a “given” with many hotels and lifestyle products. But what about the hearing sense? Some interesting information and data recently crossed my desk . Rightune makes music for websites, 1000 of them right now that are active, as well as online ads and applications. They claim this has increased business by 15 to 20%, the highside being in the hotel, travel and lifestyle industries. Here’s an example of what CEO Erez Perlmuter says is one of the more successful of the sites (click on the name to hear the music):

Europa Hotel 

How does this work?  They customize the music based on branding values, target audience, mood to be created and business goal (e.g.lead generation, purchase, staying time). The client then gets a code snippet to embed on their website which will give a user a playlist. The user’s behavior is tracked and music updated as needed. Clients get a dashboard where they can see what was played and its impact on website business performance. What kind of music works? Not surprisingly, soothing tunes in the morning and more upbeat works in the afternoon.

I asked the obvious question, how do they know how many people to the site don’t like the music? They said on average 4% of visitors mute or lower the volume and 96% stayed longer.  I have to say, I found the music on the Europa Hotel relaxing (he said the music increased their business by 50%). What do you think?

Is Instagram the new most powerful social platform?

instagram social media

According to reports by L2’s Intelligence and GlobalWebIndex it is. Both studies account that Instagram is growing faster than any other social media sites worldwide, with an active user base increase of 23 percent over the last six months.

L2, a retail analytics company based in New York, released a new data-driven research that offers insight into influential brands’ investments on Instagram and the platform’s e-commerce potential. GlobalWebIndex’s report, published in January, was based on responses from some 170,000 users across 32 countries.

Due to its extremely high user engagement, Instagram is becoming an important tool for brand marketers. As noted by survey performed by Pew Research – based on data from telephone interviews conducted on August and September last year – over half of users use the app daily, while 35 percent do so multiple times a day.

Instagram users are even interacting with brands that do not have an official presence on the platform. One example is Chanel, which has about 5 million photos posted by users with the hashtag #chanel.

The photo-sharing network’s revenue potential is being explored by many of the world’s top brands. Both luxury brands and mass-market retailers have been taking advantage of the app to generate interest and potential growth in sales. L2 predicts that it will generate $250 million to $400 million in revenue only this year.

Pau Sabria of Oliapic, a New York company that helps brands solicit and publish photos of their products taken by ordinary Instagram users, told the New York Times that by adding user-generated photos to a retail site the number of visitors who turn into buyers increased by 5 to 7 percent and the average order value rose by 2 percent. One of the reasons for the increase, according to him, is that clients can explore how a product looks “in real life” by Instagram users. He affirms that the platform is already generating real revenue for brands, such as some of his clients: American Eagle Outfitters, Lancôme, Coach and West Elm.

One of the reasons for the great success of Instagram might be thanks to the extensive use of mobile handsets for social networking services. Cellphones are now the most popular for access, with an average of 66 percent users compared to 64 percent for PCs and tablets.

Another advantage of Instagram, when compared to platforms such as Twitter and Tumblr, is its visual appeal. While text can be a little harder to absorb, a short video or a photo say it all in a few seconds.

Guest post by Bruna Indalecio

Digital Media Trends for 2013

That story telling is a critical element of effective marketing has been described ad infinitum. More recently we’ve also seen that visual story telling, adding visuals, can increase engagement by as much as 9 times. According to a recent survey, over 90 percent of all media websites now use video. So number one in the “must do” is video.

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Ugly Tourism

Graffiti tourism, danger tourism, grief tourism (tours to Holocaust museums, Khmer Rouge killing fields, etc) and slum tourism (though Brazil’s favelas and Kenya’s slums) are all travel micro-niches that have surfaced in the last few years. These travel niches cater to small markets in terms of numbers, but keep in the mind the Long Tail business model about selling less of more. The focus is on offering a large number of niche products, each of which sells relatively infrequently. This pattern is illustrated with the transformation of the book publishing industry by Amazon.com and DVD rentals by Netflix.

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