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You Can Now Block Brands For A Hot Sec With Facebook Snooze

Social Media Week

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Want to take a timeout from brands (and people, too) on Facebook? Well, we have some good news for you. TechCrunch reports that the company is testing a “snooze” feature that allows users to temporarily block content from specific sources.

For example, say you’re stuck in a cubicle and don’t want to see an endless cascade of epic vacation photos from your roommate. Or, perhaps a brand you follow is promoting a new product and you’ve simply had enough of it. In each of these instances, Facebook wants you to be able to hit pause on the updates without unfollowing them altogether.

Despite being temporary, you do have options for how long you can disconnect from certain people, pages, and groups. Specifically, your choices are 24 hours, a week or 30 days. Whatever you decide, the action remains anonymous and they will not be notified that you’ve snoozed them (insert sigh of relief).

Photo courtesy of TechCrunch

As the above photos depict, the feature works by first clicking on the three dots on the right-hand side of a post. Once the drop-down appears, select the “Unfollow or Snooze [insert person, group or brand here],” after which you’ll be directed to make your selection as to how long you wish to snooze them or if you want to unfollow them permanently.

Though it has yet to be officially announced, and despite the chance that it might not even become a widespread rollout depending on the results of the trial run, people are expressing their excitement about the possibility of having this option at their fingertips.

What implications does this have for marketing? Well, brands should be wary of over-saturating updates around a key promotion or message that might not be welcomed by or relevant to users. On the whole, however, this is good news since it could eliminate the instances in which people unfollow them completely. To ensure this does not happen will require effective strategy and storytelling.

Further, as TC sources remind us, FB already keeps tabs on the frequency with which we like, click, comment and share certain types of posts. It wouldn’t be unrealistic or far-fetched if they carried this concept and applied it to Snoozing. That is, just because you are only “snoozed” for a certain amount of time doesn’t mean you’re in the clear indefinitely.

Only time will tell what Facebook’s ultimate move upon wrapping up its tests will be, but until then, who would you snooze?

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How To Give Your “Boring” Brand A Fun Social Voice

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Marketing

For some brands, social media marketing comes easy. The companies boast fun products or services, such as yogurt or pet grooming, or share recipes or pictures and become instant social media rock stars. The likes and comments skyrocket; consumers interact with the brand; and, most important of all, people buy yogurt or schedule an appointment for their furry friends.

Your company, though, might not offer such glamorous or entertaining products. Maybe you own a lawn service or sell something as utilitarian as toilet paper or tin foil. You might begin to wonder if social media is off limits because your brand seems so “boring.”

Just because you sell a product that’s perceived as unexciting doesn’t mean your brand voice has to speak in a mind-numbing monotone. With the following five tips, you can develop a vibrant social media voice that attracts new audiences and convinces them to buy from you.

1. Figure out the why

If you want to generate clicks through social media, you should first contemplate why people buy your product or service. Answering the question requires settling into your consumers’ mindset.

Your product convinces some people to make a purchase. Why? What makes it a better choice than your competitors’ products? The answers to those questions will inform you how to converse with people on social media. They’ll also affect your other marketing, advertising, and sales initiatives. As an example, if you manufacture an eco-friendly tin foil, its greenness could be the reason people choose you over another brand.

2. Reflect on your history

Think about why you got into business in the first place. Maybe you wanted to help people care for their lawns. Perhaps you hoped to make a product or service accessible to a different demographic.

Whatever the reason, let it influence how you speak on social media. Use your history, too. Some “boring” brands use #TBT posts, showcasing where they came from and where they are now. Borrow the idea to add a little spark to your social media marketing.

3. Embrace your quirky side

Almost everybody claims a “weird” hobby or obsession. For some, it’s Star Wars or Marvel. Other people fawn over coffee or golf. Think about your brand and its founders. Some of you likely have a unique interest or two.

Now, find where that quirkiness and your business meet. You might not be able to get away with a social media post devoted to Star Wars exclusively, but a Star Wars quote used to promote a product is another story, perhaps one found in a galaxy far, far away.

4. Champion your inner Bill Nye

People like Bill Nye because he makes science understandable. He also conducts live science experiments and applies science to real-world scenarios. But neither of those things completely explains people’s love for him. The explanation rests in who Nye is. He’s a complete nerd, and he showcases the quality every time he takes the screen.

You can do something similar with your brand voice. Find an employee who gets unreasonably excited about your product. Next, put them on camera, asking them to either talk about the product itself or demonstrate how to use the product in real-life situations. Publish the videos on YouTube and other social channels, and watch as consumer interest and engagement tick upward.

5. Talk like a human

The secret to social media success? Talk like a human. Humans enjoy being treated as humans. If you sound like a human rather than a robot, people will listen.

They will also start to see your brand as transparent and authentic, qualities that build rapport and trust. Those characteristics, in turn, persuade people to buy from you rather than a competitor. Developing that reputation doesn’t require complex mathematics or algorithms. All you need is to respond to consumers’ questions, join in online conversations, and talk about others more than yourself.

Social media is never out of reach, not even if you sell a “boring” product. With the advice shared here, you can develop a unique brand voice that raises awareness, builds loyalty, and increases sales.

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Here’s What Marketers Are Spending On Their Influencer Marketing Programs

Social Media Week

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Marketing

New research conducted by Linqia, titled The State of Influencer Marketing 2018, sheds light on the ever-growing marketing tactic from the perspective of brand marketers. To inform the research, a total of 181 marketers were surveyed spanning a variety of industries including CPG, Food and Beverage, Media, and Retail.

Key findings from the research include:

  • Eighty-six percent of marketers claimed to have used influencer marketing in 2017. Of this group, 92 percent said they found it to be effective.
  • Thirty percent of marketers report that they will spend between $25K and $50K per program in 2018 and 25 percent report that they will spend between $50K and $100K.
  • Forty-six percent of marketers run between two and five influencer programs per year per brand and 31 percent run more than five programs per year per brand, with enterprises typically holding portfolios of dozens of brands.
  • Overall, marketers are taking FTC guidelines more seriously, with 71 percent of respondents reporting that they were up-to-date with current FTC Endorsement Guides, compared to 55 percent who said the same one year ago.
  • With respect to the challenges inherent to influencer marketing, 76 percent of respondents reported that, in 2017, determining influencer marketing ROI was their top challenge. In the year ahead, 42 percent project changing social network algorithms will be their second largest challenge.
  • Less than 20 percent of respondents claimed that they self-manage their influencer campaigns in-house, proving out the growing market for influencer agencies and technology partners.

The main takeaway: As the influencer space matures, it grows more complex—yet more powerful. Fifty-two percent of marketers in the Linqia survey say they’ll use multiple types of influencers for their upcoming strategies.

Further, 44 percent will employ influencer content to bolster the performance of other digital channels and 36 percent reported they will pair their influencer content with e-commerce to help drive product sales.

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Brands

Pinterest Revives QR Codes, Linking IRL Products To Digital Boards

Social Media Week

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Business

Pinterest has taken the next steps in their visual discovery efforts with its own version of QR codes for retailers and brands.

Announced via a blog post, the visual discovery company describes Pincodes as a means for enhancing the process of how Pinners engage with products, boards, or profiles within the platform. Specifically, Pincodes makes the engagement between brands and consumers more direct by cutting down on the number of clicks and taps it takes to get from product to inspiration.

“Now there’s an easy new way to bridge the offline world you create for your customers—from in-store displays to product packaging—and instantly connect them with more product ideas and inspiration on Pinterest,” wrote Pinterest’s Nancy Jeng.

According to VentureBeat, early partners include Nordstrom, Home Depot, Kraft Foods, and Kia. In the case of Nordstrom, for example, shoppers can engage with scannable codes that direct to the company’s board of gifts under $100.

How exactly do Pincodes work? Pinners simply use their camera to scan Pincodes via the platform’s mobile app. From there, they’ll be directed to a board or Pin profile.

A longstanding question mark among retailers when it comes to social media centers on how brands and retailers can tie digital engagement to in-store sales. Pincodes marks an important step for Pinterest when it comes to making this link even more tangible for brand and retailer partners.

Per Adweek, interested businesses or users with business accounts can find instructions here to create Pincodes for their own profiles or boards.

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