Google+ is establishing itself as the mainstream social network for brands with a 9,400 percent increase in followers since last year, according to a report by BrightEdge.
The 'Social Share' report tracks social media adoption trends for the BrandZ top 100 global brands including Apple, Google, IBM, BMW, RedBull and Samsung. The report also provides insights into how YouTube is performing as a social media network.
"Google+ and YouTube have established themselves firmly in the mainstream of social networking. A majority of the top 100 brands- three quarters- have active profiles. As more brands engage users, we expect to see those who are unconvinced to shake off reservations and establish a strong Google+ presence," says Jim Yu, chief executive at BrightEdge.
Amongst the findings, the top 100 brands on Google+ now boast 20.9 million fans- up from just 222,000 in 2011. Of these, the top 10 account for four out of five followers. Additionally, the auto industry accounts for 40 percent of the top 10 spots for followers on Google, with BMW leading the way with over 2.2 million followers. Another 20 percent of brands also have their Google+ pages show up in SERP results.
This is a guest post by Andrew Bruce Smith, Director at escherman. Andrew will be speaking at Social Media Measurement & Monitoring (26-27 March, London) on 'Using Google Analytics to Measure the Value of Social Media'.
Consider the following questions:
- Is your organisation's website central to your overall marketing and business strategy?
- Have you defined marketing and business goals that can be tied to actions and events on your website?
- Do you have Google Analytics installed on your website?
While many businesses use one or more blogs to support their social media and content marketing efforts, many don't maximize the blogs' effectiveness to drive sales. This becomes more important as these trends mature and there are fewer opportunities to drive revenues.
To ensure that your business blog takes advantage of every opportunity to contribute to sales, here are ten tricks.
- Focus your blog posts on your keyword phrases. The objective is to help its ranking by optimizing each blog post for search. Check every aspect of your blog post including the links, the title and alternative text for media elements such as photos and videos.
- Feature your product in one or more blog images. Don't just reuse a poor catalog image. Create a photo that shows your product in action. Make it easy for your customers to imagine owning your product by seeing it in use. Think Instagram if you don't have professional options available. Take this one step further by making these images pinnable.
- Link to product pages in your blog posts. Include one internal and one external link in every post. Wherever possible, link to appropriate product webpages in your blog posts. Craft product comparisons and how-tos for more content opportunities.
- Provide a shopping list highlighting your products at the end of each post. Take it one step further and add design elements to make it look like a shopping list. Of course, don't forget to link to your products! This is particularly useful when your posts provide how-tos for customers such as a recipe, pattern or other DIY product. Make it easy for readers to get all of the supplies they need from you.
- Use contextually relevant calls-to-action. As a marketer, you're often too close to your content to notice that readers aren't being specifically asked to do anything. Once your content gets them primed to find out more about or buy the product, lead them to take the next step.
- Promote related articles for the featured product. Hand select articles to provide additional information customers may want. Include your FAQs and how-tos.
- Create tailored landing pages on your website. Use the same wording that was in your blog post. While technically not on your blog, this enables you to convert traffic from your blog better because you keep the scent going.
- Feature blog content on your website product pages. Once you've posted content on your blog, targeted for your various products, why not direct interested shoppers to it? Write a short extract that entices shoppers to access the full post content.
At its core, social media is about being social. It is about back-and-forth interaction. It is about engagement. Businesses that have successful social strategies understand this. They also understand their customers have certain expectations. They expect to interact with the brands they like. They expect to engage with the brand when they have a question or require customer service. They expect their favorite brands to be sharing great content. So, who's making all this happen? The social media manager, of course.
People of all ages are social media managers. They are tasked with managing the reputation of the business they work for. They have a big job that comes with a lot of responsibility. Remember, social media sites don't shut down every day at 5:00 when your business closes. Social media is up and running 24 hours a day, 365 days a year. A successful social media manager is going to have these qualities.
Knowledge Of The Social Network
You're responsible for managing your brand's presence on a particular social network, you best understand how that network works. You should be certain your audience can be found on this network and understand the demographics of your audience. What is your audience's gender and age? Where do they live? When are they online?
Knowledge Of The Tools That Make You Efficient
There are a number of tools available to the social media manager. Understanding the way these tools work is essential to your success. For example, a tool that allows you to schedule a tweet or a status update may be what you need in order to get some sleep. These tools will also enable you to collect the data you need to effectively do your job.
Everybody wants to be cool. Even the geeks who have embraced their geekiness these days have done so because, frankly, that's cool. (Thanks "Big Bang Theory.") And this goes for brands too.
Coolness comes in all forms these days. As a brand, you don't have to be the jock (Red Bull) or the prom queen (Coach hand bags). No matter your category, you can be cool if your core customers think you're cool. (That includes you, CPG brands.) Coolness is an attitude. But it's an attitude that must be established and maintained.
If you're fortunate enough to have some people out there who think your brand is cool, be happy. But don't get lazy. Coolness does not maintain itself. Here are the signs that your cool factor is on the decline -- and some ways to counteract the lameness.
You start to believe that you're as cool as you say you are
There's nothing more uncool than thinking you're cool. It's as simple as that. As soon as your brand starts acting like it's hot shit, it's going to get knocked down a peg or two by a competitor. Just ask Apple.
More Articles ...
- Social Media Statistics for 2013 [Infographic]
- The Social Media Horse Race [Infographic]
- 21 Social Marketing Tips from the Pros
- LinkedIn Says Thank You for 200M Infographic Style
- How Twitter Destroyed This Company
- The Incredible Disappearing Social Network