Warbble blog

Discover more about social media - what's new and what's happening in the world of social

Friday, 7 April 2017

What we can learn from THAT #Pepsi ad

By now, you’ve probably seen the Pepsi advert that has been trending all week – and not for the right reasons. If not, it’s already too late.

The campaign, “Live for Now” has been pulled from all online spaces.

Almost as soon as it went live, the two-and-a-half minute spot featuring Kendall Jenner faced massive backlash online which accused it of co-opting political protests and resistance movements like #BlackLivesMatter to sell soda.

(Photo: Splash News)

In summary, what went wrong?

The premise, idea, and execution lacked the foresight and understanding that it needed in order to relate to the very people it was trying to connect with. At best, it was tone-deaf to reality, and at worst, exploitative and apathetic, trivialising the experiences of those on the frontlines of protest.

The plethora of problems goes on forever, and there is certainly enough material to dig through to understand. Adweek presents some of major issues in their piece: “How Pepsi Got It So Wrong: Unpacking One of the Most Reviled Ads in Recent Memory”.

But the campaign is gone and Pepsi and their advertising agencies will knuckle down, waiting for the next brand disaster to claim the spotlight.

What is the moral of the story?

There are 2 key learnings.

1) Know your brand limitations

Brands often jump onto big social or topical issues as a way to join the conversation and increase their engagement. These tactical inserts can be entertaining, funny, witty, and thought-provoking. They can also be invasive, condescending, and trivialising.

Users are aware of the multi-faceted motives behind a brand “piggybacking” on hashtags and conversations. Sometimes, even though it may seem relevant, it is better for brands to step away from conversations, especially if they aren’t adding any substantive opinions.

There is no hard and fast rule to go by. It is a matter of intuition, experience, and getting to know the landscape of social media. An expert opinion goes a long way.

2) Context is king

Content, once published, never stands alone. It goes out into an online world that is nuanced, messy, and fraught with opinion.

A major criticism of the Pepsi advert was that it appeared as if its creators had never gone out and spoken to people – people who had experienced protests, been out on the street, or even experienced the anger and disillusionment that leads to protest action.

Its content lacked context.

When planning content, it is imperative to investigate the context that your work will appear in. What are its nuances, criticisms, and potential downfalls?

Interrogating your own work will enable you to face questions as they are presented by audiences. And of course, social media gives audiences a direct line to you.

Do as much as you can, to ensure that the question they’re asking is not, “What were you thinking?

Our team at Warbble are in the business of making things make sense. Connect with us to learn more about the social landscape of your industry and for content that has context.

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Wednesday, 5 April 2017

#ContentChat with Erica Heald: Coaching executives for social media readiness

For Twitter veterans, Twitter chats have become the foundation on which communities connect, learn, and engage with each other. Every day, 100s of chats take place around the world ranging in topics and industries.

But what are Twitter chats? 

Twitter chats are public conversations focused on a particular theme - for example, social media for business - with a different topic for conversation every week.

 The chats are built around a unique hashtag, which you can follow and use to participate in the discussion. Usually there will be one or two hosts who ask and answer questions, labelled Q1, Q2, Q3, etc. Participants answer by labelling their tweets as A1, A2, A3, etc.

 Simple enough right?


On Monday (3 April), we hopped online at 8pm (GMT) to join #ContentChat, a weekly chat hosted by @SFerika (Erica Heald who is the COO of Spin Sucks).

 Each Monday, Erica hosts a new chat with a different special guest. She posts a few questions which the special guest answers, along with other followers.

Screen Shot 2017-04-04 at 1.52.56 PM.png

Our topic of conversation this past Monday was: Coaching executives for social media readiness

Company executives and leaders’ social media are equally as reflective of their brand as their official brand pages are. This means that followers look to executives to uphold and emulate the values and ideals set out by their brand.

 This means providing executives not only with an education in the technical aspects of social media, but also encouragement, and guidance in content creation and community management.

@SFerika set out a few key questions about the pros, cons and how-tos of getting executives active on social media.

 Take a look at them here and along with our answers!
#ContentChat happens every Monday (8pm GMT).

 If you’d like to learn more about Twitter chats, or need some advice on how to get involved, connect with us on social media.

Thursday, 17 November 2016

Warbble's Elves Have Been Working Hard!

Despite it being, at the time of writing, 5 weeks until Christmas, we at Warbble thought we would release some new Warbble Platform features.

Tuesday, 25 October 2016

Dark Social - The Myth Uncovered

Savvy social marketers have long lauded the powerful triumvirate that is owned, earned and paid media - social or otherwise. The creme de la creme of marketers are now taking advantage of a fourth and highly powerful - for those who know how to exploit it - form of social media marketing, known as dark social.

Combined, these four modern digital marketing pillars provide a weighty toolbox of techniques for any marketer to utilise across all their marketing channels. They also create a smart marketing ecosystem designed to grow the customer base of either B2C or B2B businesses by guiding their target market down the content marketing sales funnel.

Let’s consider the ultimate goal of the Content Marketing Strategy. It is important to remember when developing your content marketing strategy that you are not just seeking likes & shares - you want your investment in your content to pay off by hooking your traffic into the Content Marketing Sales Funnel. The most widely used Content Marketing Sales Funnel is simplistic in that it has four main goals:

  1. Generate Traffic
  2. Generate Leads
  3. Generate Prospects
  4. Generate Customers.

Now we will consider how owned, earned, paid and dark media in the order in which they all contribute to the four stages within the content marketing sales funnel.

Paid Media
Traditionally, Paid Media is where the majority of the marketing budget gets spent. These are your paid efforts to market to your customers and include activities such as:

  • Social Media Advertising
  • Pay per click advertising campaigns
  • Banner advertising
  • AdSense and Adwords
  • Search Engine Optimisation
  • Paid content promotion

The purpose of Paid Media is to generate traffic into the sales funnel by drawing the customer to the Owned Media which in turn will nurture them to become leads, prospects and customers.

There are a number of things to consider when deciding what to promote and what to advertise. Content that is promoted should be content that is already high performing organically in terms of both engagement and/or conversion. There’s no point promoting your whitepaper if it has failed to be downloaded, but it might be worth paying a key influencer to retweet your most engaging tweet last week if your goal is to increase earned media.

Has that product sold well organically? Well if it has converted, then why not advertise more of that, rather than a product ignored by your organic traffic. Don’t waste your budget on lame ducks.

While advertising will always have a place in marketing, online consumers have gone beyond being susceptible to clever commercials and attractive banner ads. Consumers these days buy experiences, from brands that create relationships. Earned media is, in our opinion, where the true value and opportunity lies, so Paid Media would do well to target Earned Media.

Owned Media
All companies control some version of owned media. They are the digital assets that are unique to a brand that market their company alone. Owned media includes digital real estate such as your:
  • Website  
  • Content blog
  • Social media profiles
  • YouTube channel
  • Downloadable material such as Whitepapers, eBooks, Infographics etc.

The purpose of your owned media is to create leads and nurture them to prospects and customers by infiltrating as many avenues to the lead as possible while offering valuable resources to the convert traffic to leads. The emphasis here is on providing solid value that customers cannot turn away from.  Getting leads is about getting customers to volunteer their own information. It is not about pushing the hard-sell. This is about making your customers come to you organically, and giving them a reason to stay. Owned Media also nurtures the leads you’ve attracted via earned or paid media - converting those leads to prospects.

Earned Media
Earned media is arguably the raison d’etre for your content marketing strategy. While good old fashioned cash in the form of sales is usually considered the goal of any marketing strategy, there is huge value for a company to be had in an increase of the brand’s awareness, the brand reputation, the brand as a synonym for quality and reliability. The rewards of these can earn a business a long term stream of income rather than a few single sales.

These intangible business assets offer immeasurable benefit - but that benefit must be earned. Earned media is marketing for the business provided by consumers and other businesses through:

  • Word of mouth referrals
  • Positive reviews
  • Likes, comments & shares
  • Reposts
  • Recommendations
  • Journalistic reviews and articles

Some marketers consider earned media as fueling the top of the sales funnel, and therefore place less emphasis on it than they should. However, earned media in actuality contributes to each section of the content marketing sales funnel. Just ask yourself, how many times have you considered buying something because of a Facebook ad or a website product description versus a friend recommending it? Most often, earned media generates customers.

The question most marketers will naturally ask about earned media is how to earn it. That requires a blog post of its own, but using a social media management company like Warbble is a great way to start - by boosting your public profile and offering valuable content that will keep your customers sharing.

Dark Social

Dark social refers to the social sharing of information - specifically links and content - outside of social media platforms. This is Earned Media on another level. Have you ever sent a URL link in a Whatsapp message, email or text message? Let’s say you have sent a URL of a hotel to your partner for consideration in your upcoming trip away. Congrats - you’ve shared via dark social. For marketers, a seemingly unresolvable feature of dark social is that it cannot be tracked - there are no algorithms and no UTM code tracking tags on the link to indicate the referral source. That said however, it is possible to infer the sources of Dark Social sharing. It will never be totally accurate though.

Your ‘direct’ traffic results in Google analytics are likely to be, in the majority at least, dark social sharing. It’s highly unlikely users typed in that specific URL to that hotel. Most likely one found it via a Google search, and shared it with someone who accessed the link. With regards to content, it is known now that social media apps like Facebook and Twitter can be inconsistent in regards to including tracking data in the URLs - meaning some of that direct traffic may be from these apps.

The main thing to understand about dark social is that research has proven that globally, 32% of people will only share via Dark Social and 69% of all sharing is via Dark Social. In that context, Dark Social represents a massive undercurrent of sharing that marketers typically have failed to harness.

The purpose of dark social marketing is to generate customers into the sales funnel. It can also generate leads and prospects. Ultimately, dark social spans the entire sales funnel but human behaviour means that people trust recommendations from family and friends over any other type of advertising (see here).

How to harness the power of dark social?
  • Share certain types of content more: research shows that sharing via dark social is more likely on certain topics. The top 5 are:
    • Arts and Entertainment
    • Careers
    • Travel
    • Science
    • Education
  • Use shortened links. When used intelligently, with link description in themselves provide reference data without the need for web analytics. In addition, branded shortened URLs outperform standard shortened URLs, in some cases by up to 1000% (see here).
  • Implement a sharing widget providing a copy-and-paste URL function allowing for easier sharing directly from your Owned Media.

Today’s marketers understand that while each stream of media needs to be organised and treated differently, the overall content strategy that drives each stream should be holistic; each stream should be developed with the integration to whole as a guiding influence.

In this way a strong content strategy ensures engagement on multiple levels across multiple channels, giving every opportunity to users to hook in and fall into the content marketing sales funnel.

Liked this article, then please share and look out for the next in our series of blogs.

Monday, 3 October 2016

Get your Law Firm started with Content Marketing

Are you wondering if launching content marketing for your law firm will result in a reduction in your consultations and clients? It would be an easy but erroneous conclusion.

Research proves that 35% of legal consumers start their search using online resources. Having a website in today’s world is not enough to get you placed at optimal search engine rankings. To harvest this rich revenue stream of business, you need to have a strategy - a content marketing strategy.  

While websites with 2,000 words or more tend to do better in rankings, Google is much more discerning when it comes to the actual content. Once you have successfully directed traffic to your website you have 15 seconds on average to convince your website visitor to stay according to the NNGroup.  Valuable content is king in today’s competitive online environment.
Valuable content is a result of a carefully thought out content marketing strategy. (See here for more on a content marketing strategy.)

Law firms may struggle with what approach to take when it comes to creating a blog or social media. Customers today buy into experiences, not just services. Law firms can easily position themselves as thought leaders and authority sources of information without sacrificing their revenues.

Here are some tips on how to get started with content marketing.

  1. Don’t talk about the law, talk about how the law affects people.
While people will pay law firms to interpret the law specifically for their own circumstance, display thought leadership by showing how important or unusual court rulings can affect people’s day to day lives. Offer a sharp, shrewd insight, instead of a sales pitch or a legal lesson. You will be exposing your ability to understand the nuances of individual circumstances as well as how the same law can be applied differently.

  1. Embrace trending hot legal topics
Social media monitoring and listening services such as those Warbble provide will allow you to identify and discuss trending hot legal topics. These provide golden opportunities for law firms to stand out as being ‘current’ and firmly in the game when it comes to developments in the legal world. Whether you serve a legal niche or offer a wide array of legal services, this is a key tactic to developing your firm’s profile as an authority source.

  1. Pepper your posts with light hearted content.
While the law is a serious and complex topic, trying to help people understand it with a touch of humour or entertainment now and then shows you take your profession very seriously but have the confidence and talent to make it relatable to everyone. See here for more on the types of engaging content at your disposal. Images, videos, memes, infographics and more provide a wealth of options for you to choose from. If you feel you don’t have the time, Warbble’s Content Arena offers an amazing vault of content to choose from.

  1. Be consistent with your content updates.
Your website, blog and social media content should be regular and consistent. A blog that hasn’t been attended to since 2014 is going to look stale and outdated which reflects on a client’s perception of your business. Engaging and regular content updates display reliability, commitment and relevance to clientele. If you are challenged for time, social media management companies like Warbble offer the ability to automate and innovate all at the same time.

Law firms, like any industry, need to develop online public profiles and harness the power of content marketing to expand and reach more clients. With a well rounded and detailed content marketing strategy you can ensure that your social media management, your content marketing and your actual content work together to deliver a massive boost to your online conversion rates and fast return on investment of your marketing budget.

Liked this blog? Share it with your friends and look out for the next in our series of blogs.

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