Probably we have one of the best marketing technologies in the future.
Quite a scary experiment conducted by scientists from the University of Michigan (USA) Steven R. Wilson and Rada Mihalcea – they were able to teach the neural network to predict the actions of social network users in real life (not online!) on the basis of information about their past actions.
Despite the fact that the experiment was difficult and time-consuming, the researchers were able to ensure that the results of neural network predictions come true more often than simply guessing.
Using the public Twitter API, scientists have collected data about users who wrote in their accounts things like “eat pizza”, “watched a documentary”, “a walk with the dog”. It assembled a huge set of data based on the posts 200 thousand users. It was able to identify that they make about 30,000 daily activities. They were split into “activity clusters” in groups and began to train the network to distinguish between a high-level group. For example, “caring for Pets and playing with them” or “consumption culture through concerts, exhibitions, cinema” etc.
Additionally, a survey was conducted among 1000 U.S. Twitter users about their activities in real life for one week in order to clarify the classification of activities.
Only the phrases with an exact match to structure type, “I went to the gym.” were taken into account. All messages that could be interpreted in different ways, were cut off. Each user profile has managed to gather information about 3 200 posts – so much to explore Twitter allows third-party companies and scientists.
Then the neural network for user profiles was to predict their further actions in the near future. And that some problems were implemented. Not all prediction models that were built, scientists were able to overcome the indicators of “random guessing”. But in some groups, activity classes of the neural network was the best predictor, then “at random”.
What does this mean for marketers and users of social networks
The work of the Michigan researchers foreshadows the technology “targeting the predicted activity.” If the development of “predictive neural networks” will continue, soon we will be able to see in social networks a function of targeting audiences like “people who next week will go to the dentist” or “people who gathered at a football match”.
But users of such social networks may not like, if the knowledge that information about their online activity used by advertisers, Internet users started to get used to tracking their movements in the offline and the bombardment is in accordance with future actions and planscan scare them.
It all seems fantastic at first glance, however, ongoing research makes reality not so. Maybe today it is worth considering – and whether to report to Twitter, Instagram or Facebook that yesterday you “went on night and day hobo-bikers” or “let the orange clouds on the window sill”?
It is curious that described the study was funded by including money DARPA – the Management of perspective research projects of the Ministry of defense. As you can see, the military is also experiencing some interest in machine prediction of the actions of people in real life based on data from social networks.
Is it possible to surprise users with a new social network?
Yes, meet Pinterest!
We present you with a review of Pinterest – one of the new players in the social networking market, which is gaining popularity at an incredible speed. Having appeared in March 2010, by June of the following year, the number of visitors to the social network was 275 thousand per month. However, by the end of 2011, the attendance rate increased by 40 times. And in the first months of 2012, the daily western audience of the social network grew by 145%. In the first quarter of 2019, Pinterest reported 291 million monthly active users worldwide. In 2018, about 80% of new sign-ups came from outside of the US.
What is Pinterest?
Social network Pinterest = Pin (pin with a button) + Interest (interest). Pinterest’s social network interface is a virtual thematic board, which each user can create and fill with graphic and video content. Users can download content from their hard drive, repost from other thematic boards or from third-party sites. When a new image or video is “pinned” on a board, subscribers can “like” it, comment on it and “kick” it onto their own board.
All content on Pinterest is divided into categories, there are 30 in total. Having selected a category, you will see all the changes that users make to it (adding new pictures and videos, comments, etc.).
In order to add pictures from third-party sites themselves, users need to add the “Pin it” button to the bookmarks bar of their browser. After that, on any site, you can select the picture of interest, click this button and the image will automatically “poke” on your Pinterest board. There can be any number of thematic boards per account.
Who is the target audience?
Most of the social network audiences are women (68%) aged 25 to 34 years (over 27%). It is noteworthy that many western housewives use of Pinterest for shopping. Some of them make purchases by accidentally going to one or another thing through this site. Over the past few months, Pinterest has spawned large companies, small and medium-sized businesses. So, little by little, commerce begins to develop in the service. In the future, Pinterest could profit from purchases made on its platform.
Mark Zuckerberg has become interested in other social networks. Having registered on Pinterest, the founder of Facebook immediately began to be active there. Today, he has14146 followers,and he follows 124 people, “likes” and even uploads some pictures.
Pinterest value for business
Since Pinterest provides a means of access to a wide consumer market, it is logical to ask questions: how the service makes money and what opportunities it opens up for business.
There are no ads on the site yet. The management notes that monetization is now not a priority, but money comes from investors. However, one of the ways to make money is through affiliate programs. The social network is actively attracting referral traffic. Currently, over 1000 brands are using Pinterest for their promotion: the most popular categories are Food, Media, Beauty and Style, Traveling, Social Organizations, Clothing.
The service has a lot of monetization options – from cooperation with online stores to create your own platform with which you can make purchases. In addition, the service can take advantage of existing monetization models of competitors (Facebook, Tumblr, Twitter, etc.): paid impressions and messages, ads targeted by interests, etc.
Site policy now prohibits brands from using Pinterest for direct advertising. However, Pinterest has enormous potential for brands to interact with the audience. Mashable is already making its assumptions about what may beways to promotebrands on Pinterest. For instance:
creating discussions among your audience by conducting various contests and promotions;
Demonstration of any new products that do not yet exist on the market. This will allow the company to find out the initial reaction of the audience, to analyze the mood and desires of the audience. And it will even help to make a decision on whether it is worth releasing the goods on the market;
increasing loyalty to your product by creating “pin-collections” with various product design options for the client, and then demonstrate them to the entire audience.
Pinterest social service is a symbiosis of a social network and a blog, which is based on the exchange of photos and videos, rather than text content. Judging by the high pace of development, a visual content service in a few years will probably compete with the most popular social networks today.
As for the commercial side, due to its specificity, while maintaining its current popularity, Pinterest can be an excellent field for commercial activities.
Effective social media strategies require proper planning and execution.
If you’re new to this and expect to see results from a few blog posts and random updates, you might find the whole endeavor very disappointing. Serious marketers know that in order to harness the full potential of social media one has to incorporate at least these three elements:
Listening to the audience
Sharing relevant messages
Enabling the audience to share the message
So what is it that you’re supposed to share? Good content. You can’t have effective social media marketing without good content. The entire marketing plan originates from a solid content creation strategy. The good thing about useful content is that it gets people to appreciate your brand and share, and the sharing is what builds your brand.
This works whether you’re a small business or a large multinational and it costs very little to set up so the budget shouldn’t be a major factor when setting up. Ever heard that saying that goes “failing to plan is planning to fail?” It’s very true when it comes to marketing because creating a well-detailed social media strategy is just as crucial as having a rock-solid business plan.
In order to attract, engage and ideally convert fans and followers into customers, employ this strategy.
What should I aim to achieve from social media?
This depends entirely on what type of business you’re in. you may want to use it to gain exposure for your brand or simply to interact with customers because it’s good for business. Remember, if you’re just winging it your audience will know and that’s not good for you. Try to understand your customers’ goals and find out how to connect with them. One way to do this is to find out how you can use social media to solve your customers’ problems.
Who should set up the company’s social media account?
For smaller companies, it would be better to delegate the task to a staff member who has experience in implementing effective social media campaigns. Larger companies give the job to qualified workers in the marketing department and if the budget allows, some may choose to hire a consultant or firm.
Should I create accounts on all social media platforms when starting out?
As a starting point, it would probably be better to operate with a presence on one or two social networks and a blog. The network you choose will be determined by where your audience hangs out; so survey your customers and find out what their most popular platform is. The more the business grows the more social networks you can get into.
What’s the best social network for a small business?
Whether you’re operating a large or small business, you can never go wrong with a Twitter account. The platform is easy to learn and it gives your business a voice in the micro-blogging world. Another crucial network to be on is Google+- if only to boost your site’s search engine rankings. If however, you have a B2B firm, social networks such as Slideshare and LinkedIn would be great places to reach influencers, and you wouldn’t go wrong with Facebook and Pinterest.
What’s the right frequency to post updates?
Two-five posts each day should be enough. Remember your followers visit social media websites at different times, and a single post each day couldn’t possibly be enough simply due to differences in timing. To reach more people, stagger the posts consistently throughout the day.
What type of content should I post?
Again, the purpose of your marketing campaign will determine what you post. But also, the platform you’re using matters to a certain extent. For instance, Pinterest and Instagram are inherently visual, so striking, memorable images detailing your products and services would be ideal if you’re operating such accounts.
Company events and a few behind-the-scenes photos are great for connecting with audiences on these networks. But you may also post text updates on Facebook and have them trend well, especially if you’re posing a question or giving out relevant information. When using Twitter, try to keep a balance between tweets and re-tweets. Curate a diverse mix of content (photos, links, tips, short videos, thoughtful questions, etc.) across different platforms in order to keep things fresh and interesting.
Is social media a good platform to provide customer service?
Social media has over time become one of the most popular platforms for businesses to interact with potential and existing customers. You can use all the popular platforms to respond to customer questions and complaints, order status inquiries, etc.
How exactly does one convert followers into customers?
There aren’t any surefire tactics to get fan’s dollars, however, some tricks seem to work better than others. For example, Facebook ads are a simple, affordable way to expand your fan base, boost engagement and collect sales leads. It’s entirely up to you to convert those leads. One of the best ways to go about converting leads is to implement a cross-platform contest that integrates all the popular platforms and perhaps offer sweepstakes that resonate well with the audience and draws in potential customers.
For instance, in order to drive consumers to your online store, you could send a simple tweet that describes an ongoing contest on your Facebook account and drop a link to the rules of the contest and the entry form on your online store.
How do people go about measuring the success of their marketing efforts?
It’s very important to make sure you always track your marketing metrics so as to establish which tactics are working and which aren’t. Some platforms come with their own metrics; Facebook, for instance, gives you administrator access where you can check out page insights data and use the data to evaluate what’s working and plan your future posts.
LinkedIn offers similar analytics which is essential for business pages. Google Analytics can be used to measure the effectiveness of social media campaigns and see how your strategy’s driving your traffic to your online store.
The biggest mistake to avoid
You can’t afford to have a social media plan, so create one and stick to it. Remember social media is constantly evolving and in order to stay ahead, you have to be prepared to adapt and redefine your strategy as needed. If you do this every few months you will identify which tactics are redundant and in the process work out the best plan for your business.
Most organizations begin their social efforts by listening and engaging with their customers across different platforms but at some point, they have to look at the staffing required to carry out an effective social media campaign and ask what it is they’re really getting from social interaction. In order to maintain a social business strategy that binds disparate efforts together to create a long-term plan that keeps the business growing, significant time and resources have to be set aside.
Everything is decided: your company plans to actively develop social media.
First of all, you plan to create your representative offices of the most popular resources. Stop! Before moving on, read our article. Creating a page on Facebook, you should think in advance about what information and for whom you are going to generate. You must understand in advance:
Brands are recommended to post 1-2 posts per day. Media and other media projects – 5-10 posts per day. Terribly annoying when a stream of commercial posts pours into the tape.
Tip: Approve a publication schedule that does not annoy your target audience.
# 2 Interact with people in the comments
Marketers often forget that they are dealing with living people. If you have been approached, even with a stupid question, answer. Lack of interaction is an indicator of disrespect for your subscribers.
Tip: approve a communication policy – who should answer your subscribers to what questions and in what time frame.
# 3 Do not swear with subscribers
If you have annoyed subscribers who pour outflows of bile and discontent – calm down, respond in an official tone, without emotion. Perhaps this is the machinations of competitors – you need to save face. Perhaps you have come across a really dissatisfied customer – solve his problem. But do it calmly and with a smile.
Tip: make a regulation for dealing with “acute” situations in the communication policy. Who in what terms and in what tone should give an answer.
# 4 Do not delete negative comments
Even if you have left a super negative comment – do not delete it. In general, never delete negative comments. Never!
Tip: add a negative comment policy to your communications policy. It is necessary to classify comments and give them to specific people to the study.
# 5 Follow rules, conventions, and laws
Tip: approve the rules for the preparation and conduct of special events.
# 6 More diverse content
Do not use one type of content for publications. For example, only photos or only comics. Publish motley content to attract people with different models of perception of information – sound, video, graphics, text.
Tip: In the publication schedule, break down into different types of content based on the preferences of your target audience.
# 7 Use all the features of the site
Social media offers rich opportunities to attract and retain loyal subscribers. For example, applications or wiki markup for the layout of “catchy” pages. Do not be afraid to experiment, use everything that the sites offer.
Tip: conduct a study of the marketing opportunities of various social media. Develop a strategic plan for the development of branded accounts.
# 8 Answer all
Social media users, not being subscribers to your account, may mention your brand. These references may include brand questions, unresolved issues, or praise. A timely response from the official brand account can significantly increase loyalty and attract new subscribers. The average response time should be no more than 6 hours during business hours.
Many brands believe that being present on social media is only necessary to attract customers to the corporate website. This is not entirely true. If you keep sending your subscribers to your site all the time, they will scatter very quickly. Linking to a site or individual pages on it is only necessary if it is appropriate to the context of the situation. For example, a subscriber asked for a link to your product catalog. Or you confirm your answer with a link to the “Questions and Answers” section on your website.
Tip: add the rules for publishing links to external resources to the communication policy.
And what difficulties did you encounter when creating and developing corporate accounts in social media?
The promotion of the groups in social networks is a fashionable modern trend.
It not only attracts traffics to the site but also to popularize the brand, working directly with the target audience and customers. Demand for it is growing. But offers for all types of site and company promotion services on social networks (or promotion of existing groups) are growing even faster.
Social media marketing (SMM) is offered by large Internet marketing agencies, medium and small SEO companies, freelancers; separate digital agencies and online PR companies are being created.
But, as with SEO, there are many pitfalls. So, you decided to promote the group in social networks (for example, Facebook ). Where to begin? Firstly, with setting goals (what do you want to get from this group) and means of achieving them (interesting content, audience). No matter what reasonable task you set for yourself, one of the main links will be the audience of the group. It should be targeted, voluminous, active.
You can attract a user to a social network in various ways, for example:
Installing plugins on the site.
Contextual advertising on social networks.
Partnership with other groups/communities.
Perhaps this method can be attributed to being the most popular. Why waste time and effort instead of getting many users in a short span of time from social media groups. However, until recently, the service of buying bots (non-existent users) flourished. For several hundred rupees, tens of thousands of “friends” could be bought. This way of “promotion” is useless. In fact, there are 0 people in the group, because the bots do not know how to “speak”, “call”, or buy. ”
Facebook management does not accept this method of promotion. And in the spring of 2012, it released data on companies trading in wrap-around bots of client groups. To combat cheaters, bots in such groups were automatically deleted.
But this only encouraged spammers to find new methods of wrapping. For example, today, more and more often, Facebook users unexpectedly discover that they are in groups unknown to them.
Stimulating contests to attract people to a group has also become quite popular. Such contests should be interesting. Encourage users to significant meaningful gifts (for example, gadgets). An important factor is working out – the desire for a “freebie.”
It is important to think about the competition strategy correctly! Assignments should be interesting, answers – unexpected, results – unpredictable, prizes … Prizes are not cheap trinkets. Do not forget that the competition must solve predetermined tasks and achieve its goals. A good contest works like word of mouth. At minimal cost, you can achieve a large reach of the target audience.
Installing plugins on the site
This is the most elementary way to begin work on attracting an audience to a group. If a company promoting its name or services on social networks has a website, then it must be used. Namely: to help the audience of the site settle in your groups. Thus, the “one-time” user of the site can be regularly “processed” (to inform and interest) in the group.
How can you direct the audience of your site to the pages of your groups on social networks:
Share button (set on news pages or property cards). Separate information from the site will be automatically published in the user’s message feed. It will not give direct traffic to the group, however, some of the friends of this user can return via the link to the site and use other options to get to your pages on social networks.
A commenting system from Facebook. Comments on the site are a standard form of communication. But thanks to the capabilities of social networks, most commentators can be identified by their profiles. In turn, they will inadvertently distribute links to the site in their feeds. Therefore, their friends can return to the site and convert to group users through other plugins on the site. The user must be a registered and authorized member of the social network.
Likes. The buttons are similar to “Share.” Depending on the topic, the degree of “advancement”, the coverage of social media and the placements of widgets, the percentage of “subsidence” of users in groups may vary. Joining a group is voluntary, but you can influence it. And you get a live and target audience.
When creating an advertising campaign, the advertiser is invited to select the desired audience by age, gender, geography, education, interests, positions, keywords, etc. Subject to the creation of high-quality, interesting, enticing ads using media opportunities, you will receive an effective “bait” for visiting the group by the target audience.
As in traditional contextual advertising, there is a dependence of the click price on the CTR. The more popular your ad, the lower the price, and vice versa. You’ll have to fantasize a lot about the content, rotate several campaigns at the same time and track their effectiveness. If successful, you can reduce the starting initial bid by more than 2 times.
However, the user’s transfer to the group’s page does not at all mean his subsequent conversion into a regular visitor or long-term stay in the group. This will depend on how well you set traps (for example, the relevance of the advertisement to the content of the page, the information content and the interest of the content, and much more).
This method requires certain financial costs, which will depend on the degree of professionalism of the specialist promoting the group and the plan for audience growth.
Partnership with other groups/communities
This method may include various types of interactions with third-party group administrators. To begin with, decide what kind of groups they should be (by topic, audience cut-off, etc.). The group should be visited, lively and regularly updated.
How you will cooperate depends on what you agree with the administration. If your group loses significantly in the number of participants, then most likely the partnership will be paid. But barter is also possible.
Why create if you can buy it. To do this, we are looking for suitable finished projects, evaluate and begin to agree. Carefully evaluate the ratio of estimated costs for the promotion of the group and the cost of the finished product.
Which method is better?
Naturally, the above methods are just an incomplete list of all the possibilities of social marketing within the framework of group promotion. If your company’s group has a purely nominal presentation character (“to be”) and you are not afraid of the sanctions that may be undertaken by moderators of a social network, then you can use any method.
If it is important for you to unite your potential and current customers, their opinion and attitude towards your product are important, then we do not recommend chasing quantitative indicators. Let there be only a few hundred or thousands of people in the group, but they should be true adherents of your brand.
And do not forget the below:
Track the mention of you on social networks.
Respond not only to negative, but also positive reviews.
Trade is as old as the world. For some, the phrase “go shopping ” is associated with a better pastime. And for some, shopping is one of the circles of Hell. One thing remains unconditional: buying something is a social process in which the psychology of communication, and the personal qualities of the buyer/seller, and reviews, and spontaneous impulses, and much more, are involved.
Traditionally, consumer experience was transmitted through the phone or with a cup of “quick coffee” in some cafe. Now, with the development of social networks, consumer experience can be shared with all your friends and acquaintances at the touch of a button “ Share with friends ”.
What is Social Commerce?
Social commerce is the integration of commerce tools into the interface of brand pages on social networks. They are also various tools for spreading your experience of communicating with a brand to your “friends”.
In the West, a new concept of Omni- commerce has become widespread, which is closely related to the development of sales through social networks. The essence of Omni-commerce is as follows position:
Trading is a multi-channel request to the seller to purchase a product. The channel is chosen by the end-user based on their momentary needs and capabilities. Be it a mobile platform, a department in a supermarket or an online store.
Nothing can stop your customer from buying what he wants here and now!
Is this even possible?
F-commerce – the puzzle is developing!
Janice Diener (Janice diner) from Horizon Studios wrote an excellent article on the emergence and development of a new online market in the style of Facebook. The essence of her thoughts lies in the below infographic:
Let us decipher each item in more detail:
Social commerce within Facebook
All purchases are made within the framework of the FB platform using credit cards for payment or any other payment system.
1. Shops (F-stores). Large and not very brands launch applications on Facebook, with the help of which, without leaving a cosy social network, you can buy something. For example,ASOS or Delta Airlines.
2. Money Facebook (Facebook Credits). The payment system is very well implemented on Facebook. Mostly virtual goods are bought for them. Example: the largest film company Warner bros began by selling for “loans.”
3. Deals from Facebook (Facebook Deals). A system of transactions through the Stock Exchange has been developing. While this service is not available to the whole world, but it is actively developing.
Social commerce outside Facebook
They are sold not only on the FB social network but also outside it. In this case, information from FB is used to improve the process of customer service.
1. Integration of sites with FB (Facebook in-Store Retail). Integration with Facebook will allow you to receive information about your customers. This can be used to build personalized sales offers or market research.
2. Integration of consumer experience with the FB (Facebook Open Graph). When shopping in real stores, your customers can share their experience on social networks. For example, one of the stores has a webcam installed. Trying on a new outfit, you can take a photo and post it on your wall so that your friends can help you with the choice.
3. Check-in-Deals from the FB (Check-in-Deals from the FB). This service allows sellers to offer discounts to those customers who have checked in at their store. “ Check yourself and get jeans for free! “- this was the slogan ofThe Gap.
The combination of these elements in combination with mobile and geolocation technologies creates a revolution in consumer behaviour patterns. If you adopt the concept of Omni-commerce, you can build a highly effective business selling everything here and now!
Social networks to help you. And don’t say that you can’t sell on social media!