Why Top Creators Aren’t Worried About Facebook’s New Algorithm

The News Feed Change

By now you've probably heard that Facebook is making another change to its precious News Feed. The social networking company announced in January that it would start to prioritize posts from friends and family over those from brands and companies. According to Recode, "The move is designed to encourage people to interact more with the stuff that they actually do see. The thinking is that you're probably more likely to comment and discuss a post shared from a family member than one shared by a business you follow."

Mark Zuckerberg explained that the move came after many users complained that posts from their personal connections were being crowded out by public content from brands, businesses, and media. He also said that the public content you do see will look different. There will be fewer videos and less content, and the stuff that does make it through will be of the sort that encourages interaction.

The change is meant to improve user well-being by helping people connect. Zuckerberg wants people to have fun and feel good about using the social network. In the end, he warned that he expects people will spend less time on Facebook, but the time they do spend will have more value.

The Impact on Business

The change in Facebook's News Feed is going to impact business in three ways. On the one hand, Facebook will no longer provide the same level of traffic as it once did -- and that is going to impact companies that have been using organic marketing. Recode explains, "Facebook is very clearly telling these businesses their content won't spread as far, and many publishers spend lots of time and resources creating stuff intended to do just that." Brands like the New York Post, Newsweek, MSN, and Seeking Alpha have seen big increases in traffic from pursuing a more connective strategy, while bait-type sites are losing out. Point in case, traffic at the once viral Mashable is down nearly 87 percent.

On the other hand, the fewer time people spend on Facebook, the less exposure they will have to ads and sponsored content. Finally, the content that does surpass the new algorithm will be held to a higher quality standard than ever before.

Facebook Pages will still be a part of the Facebook ecosystem but the focus is changing. "The news feed will shift the focus from ranking content that's directly consumed from pages (which will shrink in reach) to content that is shared and talked about among friends (which will grow)," explains Social Media Examiner - and the standards are high.

Ranking Higher

Gone are the days of using engagement bait to get people to comment on your posts. Content that isn't considered "meaningful" could get your Facebook Page demoted in a reader's News Feed. A one-word comment, a share without comment or a "Like" won't count for much either and could work against your interests. Instead, if you want to rank higher in the new Facebook News Feed, you will need to create content that either generates long comments or compiles multiple shares and comments between friends.

Then, there are communities. "Social platforms can and will change the rules whenever they want," Social Media Examiner founder, Mike Stelzner, stated. "If you're not developing deep communities on Facebook, and you're not prepared for change, this could have a huge, negative financial impact." You can work on developing a community around your company's Facebook page by demonstrating how your followers can see your content first, using more live video and focusing on educating your followers about how to do something. Each of these methods will help you increase your ranking.

But, there is another way.

Facebook Groups

Facebook Groups will actually start receiving more distribution in the new News Feed because they do inspire conversation and interaction. Group members are able to benefit from audience participation, sharing ideas and best practices with or without brand involvement. Companies pursuing the "group" strategy can use Facebook's Group Insights to examine group interaction much the same way they can look at page interactions but it goes deeper, showing when group members are most active and who posts most. In turn, you can use this to create a publishing strategy -- and it can be very effective.

More than one billion people use Facebook Groups and around 100 million of them see Groups as an important part of the Facebook experience. Facebook Groups let companies build communities around a specific subject so that they can create engagement around a single topic, product, or lifestyle choice.

Bike brand Peloton is a good example. The company has more than 341,000 likes on its page, but it also has a Facebook Group with over 68,000 members. In the past 30 days, it has generated almost 10,600 posts with more than 1,700 in the past 24 hours. The Instant Pot Community is even more impressive, with over 1.2 million members, given that its Facebook page has just 112,226 members.

Takeaway

With Facebook's new push towards authentic and meaningful interactions amongst users, all organizations will have to embrace new ways of reaching Facebook users organically. Facebook Groups is a perfect way to do this. Not only will Group content enjoy more priority in the new News Feed, but Facebook Groups can and do interact without pushing from the group creator. Build a group for your organization and see what sort of insights you can collect. Over time, you could create a publishing strategy that gives you even more organic reach than you had before the shift.


Making the Case for Social Media

There’s no debating it: Social media, and the digital medium as a whole, has emerged as a substitute to traditional advertising practices for brands of all sizes.

 

Add in the growing number of those cutting the cord and you have even more incentive to advertise predominantly online.

 

Almost all major brands have realized this, resulting in portions of their marketing budgets from common mediums, such as television and radio, being deviated to build a social media presence.

 

Smaller brands have also taken advantage of the medium’s cost-effective advertising, but have seen their reach taper off in recent years due to heavy spending from larger brands:

 

"The State of Retailing Online 2016, an annual study conducted by NRF and Forrester Research, found that 92 percent of retailers are investing in social media marketing to some degree and looking for ways to update content to stay on trends.

About 55 percent of retailers surveyed also said they are increasing their online merchandising budgets, a portion of which is clearly earmarked for social media activities that engage consumers to promote two way interactions."

 

Regardless, social media’s ubiquitous platform provides small and medium-sized businesses with exposure they would have never dreamed of. In a survey of over 7,500 local businesses that purchased local ads in 2016, Borell, the organization behind the survey, found that "local businesses have ramped up their use of social media to help drive business and generate new customers."

 

As much as it seems that every person you know has a social media account, you may be surprised to learn that social media is only gaining users. While Twitter is pulling up the rear with only a 3.15% increase between the 3rd quarters of 2015 and ’16, Facebook experienced a 13.6% increase in the same period and LinkedIn a 15.2% increase.

 

Instagram witnessed a 20% increase between September 2015 and June 2016. All of this may seem like a boom, but it also muddies up the landscape because there are so many platforms to post on. It’s up to the brand to do the research on where the audience is.

 

Unsurprisingly, "Facebook was the number one choice for local advertisers with 96% responding they have  Facebook page. Twitter was a distant second at 51%, and LinkedIn came in at 41%."

 

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It can be daunting to a newbie. You need to ask yourself a few questions before stepping up to the task:

 

Which social media platform is best for me work on?

 

How much money should I invest?

 

What type of posts should I make?

 

How often should I post?

 

The greatest issue with starting out on social media is the idea that it’s easy. Failure and frustration is a common characteristic among new businesses starting out on social media because they believe it’s as simple as making a sales-y pitch, attaching an image, and sending the post out.

 

It doesn’t work like that, at least not anymore. Strategies need to be put in place. Budgets need to be created. Research into best practices needs to be done. Basically, an entire comprehensive rundown of your social media plans should be resolved before you even begin posting.

 

Now, does this mean you should keep a rigid schedule? No. While you should have prepared copy to pitch your product, you should also have a free-flowing schedule that allows for transparency into your business.

 

Or, to make things even easier, a brand can simply hire a digital marketing agency that specializes in social media strategy, copywriting, implementation, and moderation.

 

Social media is simply too valuable a resource to waste. Without the proper funds and research invested, an inexperienced brand is doomed.

 

Experts in the field are a necessity; an expert at crafting concise copy that delivers an impactful message, an expert at graphic design that can create appealing images; an expert at website design that can make a landing page that converts; an expert at moderation that knows just what to say to disgruntled commenters; and an expert at SEO that can identify the right keywords, among others.

 

It takes a village to raise a brand on social media. Going at it alone and without the tools and people necessary to help it succeed are only going to hamper your efforts.

 

Interested in raising your social media standing or looking to start out? Visit our Facebook for more info, email us at ask@one12th.io or visit: https://one12th.io/contact-modern/


Mythbusters: 10 Social Media Myths Busted

Brace yourselves. We're about to alter your mindset on what running a social media account is all about.

 

Are you strapped in? Good. Let's get started.

 

1 . More Impressions are a Good Thing!

 

No, no they are not. Sure you're getting more people to see your page, but they may not care at all because of how you're targeting them.

 

If you run an account for weddings and you target men and women of all ages, you're going to get more impressions but you're also going to dilute your click-through rate. Basically, you're wasting money on targeting people who never had an interest in your product in the first place.

 

Focus your targeting on who is most likely to buy your product, therefore your results look better and your engagement is higher

 

2. If I'm Getting Likes, My Page is Doing Great!

 

With all of the insights and reporting material we have at our disposal, surface stats like post likes are hardly a reliable gauge as to how your page is performing.

 

For example, one of the pages we run received hundreds of likes on the regular, but when I did a deeper dive, I noticed that the link clicks were low in comparison. Because I looked further into the issue, I adjusted my content strategy, and posts are now receiving far more link clicks.

 

Had I just looked at the surface stats, I would have assumed my posts were performing well above my expectations. Those numbers may be appealing for outsiders, but, as the insider, you need to see if there's more to it.

 

3. I Can Engage with Commenters with Automated Messages

 

I've been seeing this more often and I don't like it.

 

People want to talk to a human when they're dealing with customer service. If they want the same "We apologize for the inconvenience" message, then they'd call the company itself and deal with pushing buttons and waiting just to talk to someone.

 

Social media is meant to eliminate the disconnect between the customer and the brand. If somebody is writing the posts and setting the targeting criteria, then surely there is somebody who can also moderate comments.

 

This is your opportunity to establish a stronger relationship with your fanbase and institute greater loyalty to your brand. Don't waste it by being another extension of an already disconnected customer service.

 

4. I Don't Have to Invest that Much Money in My Posts

 

This isn't the early days of social media where a small investment (or even no investment at all) will vault your page to a dizzying reach. With so many companies now throwing their hat into the ring and allocating more money to social media, the competition has become too great for small and medium-sized businesses.

 

Fortunately, it still doesn't take that much money--Usually around $5--to get a reach over 1,000 people.

 

However, it will be interesting to see how this changes over time as social media becomes more and more of a ground for advertising campaign efforts from the world's most powerful businesses.

 

5. Buying Fans/Followers Will Make My Page Look Better!

 

This is related to the second point where we busted the myth that it's better to have more impressions. While showing off to potential new fans that you already have a solid foundation of fans, it's going to look suspicious when your page with 25,000 Likes is only getting 4 engagements on every post.

 

And why would you sow distrust before your new fans even have the chance to get to know you? If you’re misleading and feigning positive results through your social media page, it’s more than likely that your potential customers would believe the same of your business practices.

 

It’s easy to get exposed too, especially with Facebook cracking down on pages guilty of buying fake fans, as well as the literal sweatshops that create all of these fake pages.

 

Rather than spending, and essentially wasting, your money on fake fans, why not invest that money in a marketing agency that would build organic growth through legal, reputable means?

 

6. I Don't Have to Immediately Respond to my Fans 

 

Thanks to the advent of social media advertising, the gulf between buyer and seller has never been smaller. This development has essentially made it impossible to exonerate a brand from answering its customers, because of the consequences of a comment going unanswered.

 

There’s nothing preventing a disgruntled customer from going on your official page and leaving a nasty comment about the service or product you provided not living up to their expectations. This is a pivotal point in the buyer-seller relationship, because you can either a) address the comment and attempt to resolve it, or b) ignore and hope it goes away.

 

And maybe they will go away. Or maybe they won’t. Maybe they’ll keep posting about your lack of concern. Maybe they’ll start commenting on every post you make, putting it out there for everyone to see. Maybe other people will see it and they’ll have a poor impression of how you treat your customers.

 

Maybe they’ll share it to their personal Facebook for their friends and family to see. Maybe the complaint you refused to comment on was so bad that it goes viral and gets shared hundreds of times. Maybe it eventually ends up in the hands of a news network that condemns your business as a company that doesn’t care about its customers for thousands to see.

 

All because you couldn’t even bother to respond to that person’s complaint.

 

Outrage culture has led to many people looking at themselves as crusaders of justice. One wrong move against a person who’s that incensed could mean the closing of your doors for good.

 

So in the future, just answer your customers. Even if they’re not satisfied with your response, the fact that you tried can at least show that you care.

 

7. The Type of Posts I Make Don't Matter

 

I can attest to this from personal experience.

 

An account we ran here was generating a heavy amount of surface engagement, in terms of reactions, likes and shares, but when we went to look at the amount of clicks it received, they were virtually nonexistent. Clearly, our message wasn’t getting across as we intended.

 

Making the posts so well that hundreds of people would like and comment on them was encouraging, but what was the point if we weren’t converting? All we had to show for our efforts were some nice social media numbers.

 

So we decided to switch up the type of posts we make. Rather than just making posts that featured copy leading to a link and an image, we made posts that would have copy, a headline, and a description.

 

Although this limited what type of image we could use, there was a clearer direction in what we wanted our audience to do: Click through to the next page.

 

The result? While there was a clear decrease in overall engagements, there was a HUGE, immediate uptick in link clicks!

 

Feel free to experiment with the types of posts you make. It’s highly likely that you’re not going to nail it at first, so have some fun with it and try new, innovative ideas that could give you the results you’re looking for.

 

8. I Need to Join All the Social Media Networks

 

No, you only need to post on the platforms you feel would be most responsive to the product or service you are offering.

 

Identifying your audience is critical to the success of your brand, especially when it comes down to where you’re going to post. For example, if you have a millennial audience, you’re more likely to advertise and post on outlets like Snapchat and Instagram, as opposed to somewhere like Google + or LinkedIn.

 

Say you’re more B2B. Are you going to want to target high-level executives through Snapchat, where 60% of users are between 13-24 years old? Or are you going to target LinkedIn, where 27% of users are between 30-49 and 24% are between 50 and 64?

 

A lot of brands, even the bigger ones, will try to advertise through new channels where the audience is unlikely to be receptive. It’s a waste of time, money and effort that could be invested in platforms where the audience is established and known

 

9. I'll Just Ignore or Delete Negative Feedback

 

 

This goes back to the aforementioned point about not acknowledging comments left by disgruntled customers.

 

In case it needs further reiteration, though, allow me to remind you that neglecting and tuning out the concerns of your audience is poor business. But you didn’t need me to tell you that, right? You know that in the real world if you just ignore a customer’s complaints, it’s only going to get worse before it gets better.

 

Every comment should be addressed and every customer should feel valued. Deleting a post might make the post go away, but the anger and resentment from the commenter is still there. It’s unhealthy, and could spread to other customers that feel you would treat them in a similar way if they were not happy with your service or product.

 

10. I'm Not Going to Waste Time Looking at Stats

 

Then you’re going to have a bad time running your social media page.

 

Almost every social media outlet has an extensive platform for tracking metrics, far beyond the scope of surface engagements, such as likes, comments and shares. Those types of metrics only tell a story that your fans can see. What they can’t see are the stats that should be most important to you.

 

You know, stats like link clicks. As I mentioned before about the type of posts to use, your other metrics could be suffering if you’re focusing solely on one aspect that may have little to do with the success of your brand’s online influence.

 

Before you launch into posting or advertising, make sure to pinpoint the metric you think would generate what you’re most likely to gain, whether it be awareness, a product launch, engagement, or conversions.

 

A wealth of important metrics and stats are at your disposal. Use them! Social media is an investment that should be treated similarly to if you were going to run advertisements on the radio, on TV, or on a billboard.

 

We here at One Twelfth are heavy employers of metrics as indicators of success and they’ve yet to let us down. Get in touch with us today to learn how we can help you avoid these 10 pitfalls.


Rio Olympics Recap: What People Talked About Most

The torch has been extinguished and, just like that, another Olympics has come and gone. You’ll have to wait another two years for the Winter Olympics, or, like everyone else, you’ll wait four years for Tokyo 2020.

 

For now, we only have the games’ memories and their stats to remind us of its service as an usher of solidarity and athletic achievement.

 

Memories aren’t the lone takeaway from this year’s Olympics. What we’ve also learned, and will likely be heavily utilized for future events, is how valuable of a resource social media can be beyond its surface. I’m not just talking about things as simple as statuses, but social media as a platform for live streaming and exclusive content.

 

Social media’s versatility as a community platform continues to grow with each massive event. Let’s use Facebook as an example. Its video highlights allow it to act as a news network, while live, 360 videos make it stand out as its own broadcaster. It continues to maintain a strong sense of community, while still pushing exclusivity.

 

Judging by social media’s success this year, it’ll be really interesting to see how much it evolves by 2020.

 

Facebook

 

People who spoke of Facebook’s demise have been greatly misled. Not only did it outperform every other social media outlet, they broke records and “achieved a new record of views and clicks for its own coverage of the Rio Olympics 2016.”

 

1.5 billion interactions took place from August 5th-21st, with 277 million people participating in the worldwide conversation. Although there’s no “apples-to-apples comparison from the previous summer games in London”, its 116 million posts and comments would lead one to believe the 2012 games were severely outperformed.

 

A lot to that has to do with the notable leap from 955 million monthly active users to a staggering 1.81 billion users today. But a jump in active users is far from the one reason why Facebook crushed their Olympics coverage. Here’s a few factors cited by Mashable:

 

  • More Exclusive Content
  • Live Videos
  • Video Highlights
  • 360 Videos from the Ground in Rio

 

Their case for winning social media at the Olympics was exemplified no better than Michael Phelps forgoing NBC and choosing Facebook to announce his retirement. That video has received 3.9 million views and counting. However, there may have been incentive behind this:

 

According to the Wall Street Journal, “Phelps is one of 140 video creators Facebook pays to create live video on the social network.”

 

But Phelps wasn’t alone in his Facebook success. Notable athletes like Jamaican track star Usain Bolt and Brazilian soccer star Neymar earned their fair share of attention, but it was someone on the outside looking in that earned top honors, in terms of the most engaged post:

 

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That post was made by Portuguese soccer star Cristiano Ronaldo, who chose to forgo the Olympics. His popularity plus Bolt’s created a perfect storm of activity, with fans of his, of Bolt, and of the Olympics overlapping and converging on his congratulatory post.

 

Twitter

 

Twitter made searching the top moments for the Rio Olympics easily accessible to anyone who cared to view. If you were to search, you would know that “187 million tweets were sent about the Games and in total, this led to 75 billion impressions of Tweets about the Rio 2016 Olympics games."

 

Twitter has always served as the best platform for random brain droppings. It’s the most serviceable social media outlet to be a part of a larger community and for random, incessant thoughts to be made without repercussions. If you were to make 30 Facebook statuses during the course of a game, it’s likely you’re going to get un-liked or un-followed by a bunch of friends.

 

If you do the same on Twitter, however, you may find yourself part of a larger conversation. You may actually discover new communities to be a part of that also shares in your interest of live tweeting.

 

About a week ago, I wrote about the insane amount of attention Michael Phelps’ received due to this being his last Olympics. While I was right about him being the most mentioned athlete (Usain Bolt was 2nd and Neymar was 3rd), none of his races were a top 3 moment, in terms of Tweets per minute.

 

That honor, twice, belongs to Neymar’s key goals en route to Brazil’s thrilling 2-1 victory over Germany. His regulation goal off a free kick was the third most tweeted moment, while his penalty kick to seal the game took first prize. Usain Bolt’s Gold Medal-winning 100M run came a close 2nd.

 

There are few key factors involved here. This was Brazil’s chance to, shockingly, win its first ever Gold Medal in soccer, as well as their first chance to redeem themselves after their devastating 7-1 World Cup loss to Germany. It’s safe to say many people tuned in solely to see how Brazil would react AGAIN to another humiliating loss that has become considered one of the country’s greatest tragedies.

 

Despite this, soccer finished 2nd in the most mentioned events. The top honor went to swimming, while third went to track and field.

 

Surprisingly, there’s been no sight of gymnastics anywhere. That could be due to the collision course that took place between Brazil and Germany. It was expected that Phelps and Bolt would steal all the headlines, but nobody expected those two teams to meet so soon after the 2014 World Cup.

 

But not all is lost for gymnastics, namely for the U.S. squad that dominated and specifically for Simon Biles who was the biggest winner of them all. She took home 4 Gold Medals, a Bronze, and the most retweeted athlete tweet:

 

 

Second belonged to the Japanese men’s gymnastic team celebrating their Gold, while third went to Bolt rightfully boasting about his unreal career achievements. Out of the top 10 most retweeted athlete tweets, Biles actually had four of them (#1, #4, #7, and #10). Bolt was a close second with three (#3, #6, and #8).

 

Argentinian tennis star and Silver Medalist Juan del Potro took two spots (#6 and #8). How intriguing that 9 out of the top 10 most retweeted athlete tweets were made by only three athletes.

 

Nine of those tweets had to do with winning, whether it was by the tweeter or a congratulatory tweet to another athlete. The only outlier was actually the top tweet of them all, a short video of Zac Efron sneaking a kiss on Biles, who had previously admitted to crushing hard on the movie star.

 

So the formula to success is obviously:

 

Star Athlete + Winning = Good

 

Star Athlete + Movie Star – Winning = Great

 

Now that you have the equation, it’s time to start planning for 2020! I’m sure there will be no limit to the amount of Mario-infused branding tweets.

 

Most Talked About Athlete

 

In terms of volume, the nod goes to Phelps. In terms of peak, however, the tallest platform belongs to Bolt, whose 100M Gold Medal run on August 15th featured the most times a single athlete was mentioned.

 

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Phelps (Red), Bolt (Blue), Neymar (Yellow)

Phelps peak was August 10th on the night he won the 200M butterfly over South African rival Chad Le Clos.

 

What I found most interesting with these stats was the interest by region. Clearly, Phelps dominated North America, including Central America, but almost everywhere else in the world was talking about Bolt:

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As an American who is constantly bombarded with Phelps propaganda, it's interesting to see how the rest of the world views him and the sport of swimming in general. While here it's pushed as the premiere event of the Olympics, almost everywhere else in the world doesn't look at it that way.

 

All of Europe was interested in Bolt, with the outliers being Portugal by a close margin, and Hungary, whose interest in Phelps was likely because of interest in Hungarian swimmer, Laszlo Cseh.

 

Surprisingly, Australia, who had a huge showing in the pool, displayed far more interest in Bolt than Phelps.

 

Only one country showed a majority interest in Neymar over Phelps and Bolt. We’ll let you guess which country that could possibly be.

 

Ryan Lochte, in green, also earned some attention, albeit for all the wrong reasons:

 

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15 Social Media Mistakes That Can Damage Your Brand

Achieving social media success can be difficult. Failing at social media, on the other hand, is extremely easy.

 

Social media success is achieved through understanding what your audience wants and pressing the right buttons and saying the right things that convince them to interact and engage with your brand.

 

Social media failure is achieved through so many different avenues that we had to devote a blog of 15 different examples to address it and how to avoid it.

 

Paying Attention to Surface Stats

 

Your audience see the amount of likes, comments and shares a Facebook post gets or the amount of retweets and likes a tweet gets, but you have the tools to see well beyond that.

 

With Facebook Insights alone, you can see how many clicks, both link and photo, a post gets. Go a little further and use Facebook Business Manager and the amount of metrics at your fingertips are borderline limitless.

 

Say you post a video for an advertisement. Did you know metrics are available not only to see how many views that video receives, but to see how long users were watching it? You can actually see the percentage of the video users watched before clicking away.

 

Facebook, Google and Twitter all have extremely advanced analytic platforms that enable account managers to discover what works and what doesn't. And the best part? It's all free!

 

Posting too Much

 

You want to remind your audience of all the incentives your product or service offers, but you can't overdo it. By posting too much you clutter up news feeds and annoy your fans to the point of not only hiding your posts, but unliking or unfollowing, as well.

 

Posting too Little

 

Post too little, however, and you run the risk of having your audience forget you even exist!

 

Not Engaging with Customers

 

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Besides being able to consistently get your brand's name out there, the greatest incentive of owning a social media page is the connection you can make with your customers.

 

Unlike the past where customer service was just a one-on-one conversation, social media is essentially a one-on-the entire internet conversation. When a user leaves a comment on a post or on your page, everybody can see it, including those negative comments that are the bane of every social media manager's existence.

 

Comments, good or bad (but especially bad), need to be addressed, otherwise you're showing your audience that you don't care about their comments or are trying to purposely avoid them. That may not be your intention, but it's what your audience sees.

 

Take the time to address the comments, questions and concerns of your fans.

 

Using Poor Images

 

Shutterstock has plenty of clear (although sometimes way too stock photo-y) pictures to choose from with a subscription, as do many other stock image sites, such as istockphoto and BigStockPhoto.

 

Using an image that's either resized incorrectly, poorly photoshopped, blurry or irrelevant to the content damages the integrity of your brand's social media standing. It's unappealing to your audience and will definitely have as much of an affect on any potential new customers.

 

Just imagine going to a brand's website and seeing it's poorly designed. Would you navigate through it or stray away from the eyesore that it is?

 

Irrelevant Posting

 

Your audience liked your page because of your brand. They don't want to see viral videos or dank memes you thought were funny. They have other avenues they can go down for that sort of entertainment.

 

Stick to what's relevant and post content that's meaningful to your audience, who made a conscious decision to like your page because they're dedicated and loyal to your brand.

 

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Poor Grammar

 

It's a bad look on your brand that you don't even have the attention to detail to correct any grammatical errors in what usually is a succinct piece of copy.

 

It's grating and disrupts your reader's flow when they stumble upon a misspelled word or error in syntax. If they're that interested in what you have to say, they'll go over and try to read it again, but the damage has already been done and their brand-focused mindset has already been broken.

 

But the worst part of all of it? It's easily avoidable. With every piece of copy you create, take the time to read it and re-read it over again. Every writer initially makes errors because they're more focused on creating content. Once you finish creating the copy, put on your editor cap and correct any mistakes you may have made.

 

Not Doing your Research

 

Nobody likes getting called out for being wrong, so here's two ways to avoid being wrong on social media:

 

  1. Don't say it if you're not sure.
  2. Do your research to make sure you're right

 

If you're worried that a commenter is going to comment with "Well, actually.....", then refrain from making the post without doing the research into the content to confirm it.

 

No/Poor Communication with Client

 

One of the greatest reasons for the failing of an account on social media is the lack of communication between the account manager and the client.

 

If you're a digital marketing agency and not an in-house social media copywriter, communication between you and the client is especially important. There need to be weekly updates of possible themes going forward, content the client wants to produce, and images from the client at the worksite to provide the writer with transparency for the reader.

 

Otherwise, one day the client is going to be disappointed with the results of your page because you're not producing the content they want you to produce. Had there been a direct line of communication between both parties, there wouldn't be any disappointment because the client likely would have reviewed the content and themes before it had been posted.

 

Not Planning your Posts

 

Whenever you have to rush something, it's almost certain you're going to overlook small details that are going to compromise the final product.

 

The same applies to creating your social media content. Here's a tip that I personally use: Create the next month's worth of content in the week leading up to it. That way you have enough time to create general content, as well as specific content for holidays you can identify.

 

You're not going to be able to plan every post because of the opportunities presented by trending hashtags. But control what you can, otherwise you're going to be rushing, and inevitably, negatively affecting the quality of your posts.

 

Not Having a Clear Tone and Voice

 

As the social media manager, you give your brand a consistent voice in the digital world. Get to know your audience, the brand's past, the copy on its website and the overall message it's projecting.

 

Consistency is key when applying a personality to your brand. If you want your brand to have a serious tone, then maintain it. The same applies if you want a tone that's playful or has a tinge of both.

 

Stay on message and stay on point.

 

Pandering to Milennials

 

Accounts that try to use memes or popular catchphrases from Twitter to get their message across, I have a message directly from the milennial you are targeting:

 

Memes are not funny when brands use them.

We know what you're doing.

You are making us cringe.

 

giphy-22

 

It's just a lame, transparent attempt to pander to the younger generation that speaks in memes. Sure some kids will fall for it and you'll get your retweets and like, but at the cost of your dignity and the plentiful replies calling you out on it? It's just not worth it.

 

Focusing Only on Sales

 

Not every post has to be a sales pitch. In fact, some of your best posts, especially in terms of engagement, will be posts that pose a question to your fans.

 

Ask your fans about what they like about your product, if they have a specific product they like, how long they've been a fan of your product, etc. I remember doing a post like this for a big client that's been selling two-way radios for decades and receiving a ton of comments when asked what their first two-way radio was.

 

Not only is it a great way to generate engagement, it's an extremely effective way to crowdsource and know a little more about your audience.

 

Trying to do too Much

 

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Don't dilute your product because you're trying to expand your reach. Spending too much time trying to make things work on a channel where your product isn't receiving much attention can negatively affect the work you're posting on a channel where success is a constant.

 

Some channels just aren't effective platforms for certain products. If you're highly technical and promoting mainly business services, LinkedIn would be your preferred outlet as opposed to a channel more focused on engagement like Twitter.

 

Not Knowing your Audience

 

You'll usually be able to pinpoint the demographic of your audience just from the type of product or service you're selling, but it's still valuable to the direction of your content to get a complete picture.

 

If you use Facebook, this information is available simply by going into your Insights and going to 'People'. From there, you'll have easy access to the age, gender and location of your audience.

 

Sure we could have guessed that the majority of our audience would have been women in the age group where most couples get married, but isn't it reassuring to know that the information is at your disposal?

 

This information, like most of the metrics that can indicate paths to success and failure, is all available, often for free.

 

Use it and avoid the mistakes that have plagued many community managers of years' past.


How M&M's Just Raised the Bar in Facebook Advertising

About two weeks ago I wrote a blog about Facebook's new 'Canvas' advertising. I was stunned with how immersive it was and felt it would signal a trend towards more customer-friendly experience.

 

These experiences would involve users doing a lot of clicking and scrolling, but I never could have imagined it would evolve into a Facebook ad from M&M's I came across earlier this week.

 

In case you've lived under a rock for the past 15 years, M&M's commercials generally feature anthropomorphic M&M's (Usually a surly red M&M and a dumb but lovable yellow M&M as his partner) engaging in conversation. The two will run into some sort of conflict, we all laugh and buy M&M's.

 

Because of their success, the campaign has branched out. There's now a sultry green M&M (Yes, that did feel weird to write) featured and a Brown M&M seemingly for the sake of adding a new character. They're so identifiable that they're individually featured on the M&M's website.

 

Not only did M&M's provide their animated spokespersons with character traits, they made them roommates. With rooms you can explore. On Facebook.

 

Needless to say, when I came across the ad we're about to dive into, I was hooked immediately. It wasn't the M&M brand that grabbed me (It helped), but the intrigued digital marketer exploring this new world of advertising.

 

Here's what I was introduced to at first:

 

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What an ad to promote! I was hooked right when I read '360 video tour', which M&M's strategically inserted into the copy to interest users who had no idea, like myself, that it was possible not only in advertising, but on a mobile.

 

I wasn't even directed to their website. I was kept on Facebook and given a full, seamless 360-degree view of each room, along with easy access and direction to the next. I ran into no sort of buffering or glitches. It was a blast going through each room and noticing all the little things the designer placed to add a touch of personality.

 

I loved what M&M's did with this, but little did I know that this has actually been done before! Although they weren't done for advertising purposes, it has been done for informative news pieces.

 

Such as this one allowing users to navigate an ABC news camera of a parade in North Korea.

 

This one gives users the experience of practicing with Real Madrid.

 

And this one where you actually run through a tunnel onto the field with New Orleans Saints!

 

Despite those being live shots, they're still accessible months later so you can relive the moment & spot any intricacies you might have missed.

 

What I'm interested in now is when we'll start seeing more brands debut their own 360 ads like M&M's. With limitless possibilities, it seems that every company from every industry could create their own immersive ad experience that digs a little deeper than Canvas.

 

Or they could just go the routes the Saints and ABC News went by simply documenting what they were seeing and leaving it at users' disposal for the future. M&M's ad definitely took a lot of time, effort, imagination and money, four things that not many medium-to-small businesses possess.

 

What they do possess, however, is a service or a product.

 

Take a roofing company for example. If I'm a small or medium sized roofing business looking to get my name promoted, I'm going to the middle of the roof, shooting 360 footage of roofers diligently working on various activities, and posting it.

 

Just like that you have an intriguing, interactive experience that gives users a POV shot into the life of a roofer. What seems mundane when looking up may become a lot more interesting when you're witnessing a roof being tiled.

 

Let's use another small business as an example, such as a newly opened restaurant. The possibilities are endless! Take a 360 shot behind the grill and see how your order transforms from ingredients into a delicious plate. Potential guests will get a kick out of scrolling through the video and seeing how the kitchen operates.

 

In all of these examples, transparency is the common theme that accompanies the improved customer experience.

 

Fans getting to see what happens before an NFL teams runs through the tunnel? A rare look at a North Korean parade and its attendants? A practice with an elite soccer club? These are all examples of transparency channeled through insider access. Without social media, we would have never been able to access it.

 

360 views place us right in the action and it shouldn't come as a surprise if more advertisers start taking advantage with their own immersive experience for improved customer relations.


Is this the Most Immersive Social Media Advertising Yet?

Facebook just took social media advertising to a level every other channel can only aspire to.

 

You know, for a social media platform whose demographic is only getting older, Facebook still leads the way in innovations eventually adopted by competing platforms. Especially when it comes to advertising.

 

With every company upping their investment in social media advertising, channels like Facebook are devising new ways to give people the advertising experience they so desperately try to avoid on TV and radio.

 

This latest brainchild of media monetization and optimization is Canvas. It's defined by Facebook as "a new post-click, full-screen, immersive mobile ad experience....that loads nearly instantaneously."

 

And it's awesome:

 

 

We're straying further and further away from traditional, organic ads with a sales-y message and an eye-grabbing image. Social media ads are becoming more sophisticated, more complex, and more expensive, for both the advertisers taking time to create the ads and for the audience getting more exposed to these types of ads.

 

Canvas ads are similar to the slideshow ads that were wheeled out by Facebook. They allow you to say far more than those boring traditional ads we just alluded to.

 

facebook-shopping

 

The days of a 25-character headline, 150-character post copy, and 150-character description are a thing of the past now. Now, Facebook has elected to not only provide more room in the ad for copy and images, but for more interaction with users, as well.

 

Unlike slideshow ads, however, Canvas ads take up your whole screen when clicked upon. You are fully immersed in the branding experience; a HUGE plus for any advertiser.

 

From there, you can scroll through several different screens. Each screen is unique, featuring a different offer or product and call-to-action. It's easy to see why this is one of the most interactive ad experiences you've ever encountered online.

 

Just like a commercial advertisement, Canvas ads are a form of visual storytelling. The experience isn't solely in the copy, but more importantly in the visual component. Unlike commercials, however, Canvas is far more welcoming to its intended audience.

 

It's not a simple Look-at-this-ad-and-either-move-on-or-buy ad, but one that encourages you to play along and immerse yourself in the ad experience:

 

 

"In Canvas, people can swipe through a carousel of images, tilt to view panoramic images and zoom in to view images in detail."

 

Already, large corporations such as Target, Wendy's, and Carnival, have told their story through Canvas. While they may have far more funds for reach and targeting than the average business, any company can create a Canvas ad as well done as theirs.

 

That's another big advantage of Canvas ads: It's not biased against smaller companies, which has occurred recently with a shift towards video-based advertising. When in-house marketing departments of companies like Samsung can produce commercial-quality videos to promote their product, it's tough for a smaller business to compete.

 

The video will likely get far more attention than the traditional image that any social media account could produce.

 

Canvas levels the playing field. Maybe not all the way (Bigger companies still have the money and notoriety to get their ad seen by millions), but enough that the production value is almost even.

 

Before it becomes wildly popular and every brand starts producing their own Canvas ad, I highly suggest getting on over to Facebook Power Editor now and playing around with the features to create one of your own.

 

Your audience will thank you for it.


3 Examples of when Social Media Completely Backfired

Social media is not as easy as it may seem. Sometimes the painfully obvious doesn't hit you until it's too late.

 

In the cases of these three social media accounts, it was way, way too late.

 

#AskJameis

 

A few weeks ago, the Florida State University PR department had the bright idea to setup a Twitter Q&A with their Heisman Trophy winning quarterback, Jameis Winston.

 

What could go wrong? A popular quarterback that just won both of college football's most prestigious awards (He also led his team to a National Championship victory) with a bombastic, outgoing personality sounds like a PR dream.

 

What Florida State seemed to forget was that Winston had been caught up in some rather embarrassing controversies, including stealing crab legs from Publix and being accused of a rape that may have been swept under the rug.

 

Naturally, the questions turned out to be tweets such as this one:

 

and this one:

 

and this one, too:

 

Before you prompt a Twitter campaign like this: Stop. Think. Remember the subject of the questions stole crab legs and was accused of rape.

 

Nestle

 

I am going to post the comment sections of three consecutive posts from Nestle. Brace yourselves.

 

One:

 

screen-shot-2016-11-22-at-9-30-15-am

 

Two:

screen-shot-2016-11-22-at-9-30-29-am

 

Three:

screen-shot-2016-11-22-at-9-31-12-am

 

Maybe it's time for Nestle to hang it up, rather than having their comment sections blasted with accusations of using GMO's, saying water "should not be a public right", and even slave labor.

 

Oh, I missed the comments about slave labor. Well, here they are. In all of their glory, with no community manager to delete or answer them:

 

screen-shot-2016-11-22-at-9-36-19-am

 

Want to read more? Just go ahead and check out Nestle's review section!

 

JP Morgan does a Twitter Q&A

 

Jameis Winston still has plenty of fans from Florida State to ask him legitimate questions. JP Morgan? Not so much.

 

Tweets like this one should have advised the community manager immediately that not only was this a bad idea, but that they should start looking for work elsewhere:

 

And it gets worse. So, so much worse:

 

JP Morgan's response was predictable:

 

It took them three hours and thousands of angry tweets directed at them to conceive that this was a bad idea.

 

You have to feel for the social media managers of companies such as JP Morgan and Nestle. It's not their fault they work for companies that take away people's homes and take water from a drought-plagued region.

 

Some companies just shouldn't be on social media.


How to Approach Social Media in 2016

The time to start planning out your social media plans for 2016 begins right now!

 

Social media success doesn't have to take long. It only takes one campaign with enough funds, incentives for its audience and creativity to vault your small or medium-sized business's account from a middling page with a few hundred fans to a booming page with thousands.

 

Of course, there is some give to the take. As stated before, you're going to have to spend some money, so organic content won't cut it anymore. If you're serious about establishing your position on social media, then get serious and devote some of your marketing budget to implementing a quality campaign.

 

You can handle that part. Meanwhile, we handled all of the research that's meant to help you, dear loyal reader, set up the foundation for 2016 and to build from there.

 

1. Have a Platform for Research 

 

If you're not complementing your content with research, then I regret to inform you that you're doing digital marketing all wrong.

 

Using an analytical platform that allows you to implement your campaign for further insight and research is imperative to improvements that can be made in the future. Without statistical evidence, you're left on an island as to what direction you go next either during the duration or the completion of a campaign.

 

Eye tests won't tell the whole story. Simply looking at the amount of likes, comments or shares barely even scratches the surface when there are countless other metrics used to measure campaign success and failure. You can have a bunch of likes or retweets, but it won't matter if nobody is clicking on what you're selling, which you can easily find through click-through rate (CTR) as a part of the platforms that are specifically designed to help you.

 

Google AdWords is an excellent example of this. Not only does it allow you to launch a campaign on one of the most popular search engines, processing more than 40,000 search queries every second on average, but it also allows you to monitor each individual post, or campaign as a whole, through statistical analysis.

 

2. Get in Touch with the Key Demographics

 

"The North American Consumer Payments Survey....also found that Millenials and respondents with household incomes of at least $150,000 lead the charge, with 13% of milennials and 19% of high-income consumers using digital currencies. Retailers will have to adapt to the preferences of these two demographic groups that often lead trends."

While that quote focuses on preferred payment methods (which we'll address later), it's also indicative of who we should be paying attention to as digital marketers.

 

Naturally, there are going to be exceptions. If you run an account geared towards arthritis pain relief, you're probably going to want to appeal to an older demographic. For the majority of accounts, however, you will likely need to create content that's geared towards the all-too-important milennial demographic.

 

Media and companies bow down and listen closely to what the young, impressionable generation desires, which is why you see a number of obnoxious Twitter accounts (Looking at you, Burger King and Denny's) using terms like "on fleek" or "squad" as a part of their flavor-of-the-month phrases to appeal to the kids.

 

Struggling to speak in their vernacular like you're a musty politician wanting to "kick-it" and "hang-out" (I literally used quotes with my fingers as I wrote those) is a strategy that you fortunately don't have to employ. There are other ways to reach that key audience without alienating the older portion of your audience or using dank memes that will result in commenters telling you to deactivate your account or calling you out on your transparent pandering.

 

Their results are hollow, either retweeted by high schoolers who speak in memes or anybody else that realizes the obvious marketing ploy Burger King is trying to pull.

 

Trust me, the younger generation isn't as dumb as Burger King and Denny's want you to think. There are ways to speak to them without trying too hard to seem "hip" (There go the quotes again).

 

3. Versatility in your Content

 

Posting on social media isn't nearly what it used to be. We are far from the era where you can post organic content, reach thousands, and get excellent results, sometimes without even paying a cent. Because of the growth of social media, especially as an advertising platform, bigger companies have made it impossible for any sort of organic content to thrive.

 

There's just too much money being thrown into marketing departments towards social media now. Because either larger marketing agencies, or in-house agencies for large companies, are investing more of their budget into developing campaigns, a lot of money is now being thrown into social media, which is diverting more attention towards paid media, rather than organic as it was previously.

 

So, how do you compete if you're a smaller company? By researching and locating the popular trends that users are paying attention to, which you can, once again, discover through statistical analysis and research.

 

For you, you're going to have to spend money. It's inevitable now. Social media is now on the same advertising plane as television, radio, and print. You pay to advertise there, so you're going to have to pay to advertise on social media.

 

The easiest way to generate attention to your account will be through giveaways, discounts and offers. A majority of your followers are following you solely because they're interested in your next sale, so keep them loyal and hungry for your products or services by staging a giveaway.

 

You could even have fun with the giveaway. Don't just make it a "Comment here and you're automatically entered". Make it a 'Caption Contest' or a 'Fill-in-the-Blank' contest that will entice your audience into engaging. This strategy creates a greater sense of community, boosts your engagement numbers, and is guaranteed to bring in new eyes.

 

If you have the funds, though, make a shift towards videos, which have quickly become one of the most widely-used mediums for promotion:

 

"Facebook revealed that the number of videos posted to the platform per person in the U.S. has increased by 94 percent over the last year."

If you're going to employ this strategy, you have to go all-out, less you accidentally create the next viral sensation that has more people laughing at it than with it. Spend the money on a quality camera, spend the time to write out a quality script, and spend the patience on making something creative that's going to be attention-grabbing.

 

I highly recommend Samsung's Facebook page for video inspiration. They do an excellent job at making short, creative videos that usually focus on one feature at a time of a product they're selling.

 

4. Discover New Social Media Accounts

 

While milennials say Facebook is making a comeback, it's evident that there are other platforms out there that are bursting at the seams. Twitter is becoming more engaging and universal by adding polls and hearts for likes instead of stars for favorites, LinkedIn is becoming more user-friendly for analytics and blog posting, and Instagram is starting to adjust to being an advertising platform.

 

But there are two platforms in particular that I wrote about a few months back that are also establishing their footing among some of the current top social media platforms.

 

One of those is Periscope, a video-based platform that allows users to live-stream where they are to anyone who wants to watch. The basis for Periscope preys on the curiosity of others, who wish to receive an insider look behind-the-scenes of daily activities we're interested in.

 

In the first ten days of its launch, Periscope had already acquired 1 million users.

 

Periscope's potential is limitless and could affect the way we take in events. At the moment, it's just a behind-the-scenes incentive, but it has the potential to be used as a live, streaming platform to watch concerts or sporting events. It wouldn't surprise me at all if attendees are one day banned from using it at those events, and the platform is put in the hands of those associated with the event to give an extra inside look.

 

The other platform is Pinterest, or what should it be known as: Your Company's Best Friend.

 

Because what Pinterest does that no other platform allows is essentially free advertising. Without even having to setup a website, you can put your entire product line on your Pinterest page, even using Pin-boards to categorize and separate them, and organize all of it so that the user never even has to leave the page.

 

They can find everything they want just by looking at your Pinterest page, which is absolutely and completely free to set up.

 

And the best part? There is no social media platform that bounces more users to your company's website than Pinterest:

 

"Pinterest users were bouncing from Pinterest to company websites at a rate almost seven times higher than they were in 2011. In fact, the Shareaholic study reports that 5% of all traffic to the 300,000 websites came from Pinterest."

 

And the even better part? It's growing:

 

"The number of Pinterest users more than doubled in the second half in 2014...in the last six months of 2014, active users increased by 111%, and members increased by 57%."

 

My advice is to start taking advantage of this now, before Pinterest finds a way to monetize this for their gain, instead of it being all for you.

 

5. Creative New Ways of Payment (Loyalty Programs)

 

Over the past few weeks, I've been doing research and writing blogs into the new-age phenomenon known as mobile payments.

 

Stick around for this lesson because mobile payments aren't going to fade. In fact, if the countless hours of research into it indicate anything, it's that mobile payments are going to become advanced to the point that your smartphone will replace paper and plastic currency.

 

Retail, and this applies to social media, is all about the customer experience and making everything more accessible so that their process between discovery of the product and payment of the product is streamlined. Obviously, there needs to be an incentive for the customer, besides receiving the product.

 

This is where loyalty reward programs come into the picture. These incentives, such as frequent flyer miles or 'Buy 12 burritos and your 13th is free', have been around for awhile, but only now is it becoming technologically advanced to the point that it provides instant gratification to the customer.

 

Considering social media is focusing more on becoming a platform for advertising, you need to make the adjustment to making your page more user-friendly when it comes to making a purchase. Facebook already has features such as a 'Call-to-Action' button that directs your straight to the company page, as well as an 'Offers' tab, but there needs to be more in it for the user.

 

Enhancing the customer experience allows you to create greater engagement and have them coming back for more, in order to continue redeeming their loyalty rewards.

 

Before the ball drops for 2016, start considering ways to improve your followers and fans' experience straight from your social media page. Create an incentive, such as referring to our social media page gives you a 5% discount, that will leave users no choice but to return to your social media page for further deals.


The 5 Best Marketing Campaigns of All Time

A great marketing campaign can resonate in the hearts and minds of its audience for years.

 

Some of the best marketing campaign slogans are still quotable and memorable years later, and still pop up every so often in pop culture, proving that the best type of campaign is one that promotes simplicity. Through that simplicity, the ads appeal to a large audience and create a sense of community, whether it's through a simple task, image, or slogan.

 

If your ads are too complex, people will move on. Why waste time trying to deconstruct the meaning of an ad when they can move onto the next one that's in-your-face, direct, and appealing? Ads are meant to engage you and make you want to be a part of it, not leave you confused wondering what you're actually trying to promote.

 

We found the five companies and organizations that followed these effective attributes of advertising best, resulting in a staggering positive impact for both the company and its consumers:

 

1. The ALS Association Raises More Awareness to its Cause than Ever Before

 

Last year, the ALS Association created one of the most successful promotions to raise money for charity you'll likely ever see: The ALS Ice Bucket Challenge.

 

In case you already forgot, and I don't think it's possible with how ubiquitous it was, the challenge was for a user to film themselves saying they were going to donate, calling out the names of other people they wanted to take the challenge and donate to the ALS Association, and then dumping a bucket of ice water over their heads.

 

It was a brilliant campaign. It fed off of the narcissism of social media users' desire to be noticed and to be part of a community that was focused on doing something good. As a result, you had everybody of all ages, all races, all creeds, and tax brackets taking part, from toddlers being forced by their parents, all the way up to Bill Gates.

 

 

The results were astounding; $115 million was raised for research, enough to help between 12,000-15,000 people, and a significant breakthrough was made in locating the root cause of a disease that scientists previously had little knowledge about. Searches online for ALS last August rose from around 500 to 68,000.

 

So next time that psuedo-intellectual, counter-culture Facebook friend posts a status about the water that was wasted because of the ALS challenge, make sure to show them this, and then punt them into orbit because they're a buzzkill.

 

2. Nike Just Do It

 

Today, Nike is seemingly a staple of every sport. You can't turn your head during a game or event without seeing a Nike ad plastered on a banner or that familiar swoosh logo emblazoned on a players' chest, shorts, or shoes.

 

But in the 1980's, Nike was almost a niche company, catering mainly towards long-distance runners. That is, until the fitness revolution took the country by storm. Suddenly everybody wanted to run or work out or play a sport, and Nike had to take advantage and distance itself from its main competitor at the time, Reebok.

 

In fact, Nike was actually getting outsold by Reebok. Imagine that.

 

That's when the geniuses in the marketing department coined the slogan that's still etched into our memories because it's still being said to this day: Just Do It.

 

 

In ten years, Nike sales rose from $880 million in 1988 to a stunning $9.2 billion in 1998, and it mainly had the 'Just Do It' campaign to thank. The slogan was short, succinct, direct and presented a challenge to whoever heard or saw it. It was about pushing yourself to the limit, laughing in the face of adversity, and contorting your mind to conquer tasks that were impossible in the wrong mindset.

 

Nike's 'Just Do It' campaign is something every marketing agency should attempt to emulate. Besides the slogan being pithy and quotable, it worked because it hit a critical pain point. The greatest challenge to exercising is literally just doing it.

 

Think about when you exercise. Unless you really, really, really love fitness, you often force yourself before or after work to get into the gym or go for a run. You need to motivate yourself and what better way than to just do it and get it over with?

 

Thankfully, Nike chose 'Just Do It' over 'Get it Over With'.

 

3. Got Milk?

 

download-1

 

Once again, simplicity wins out. The 'Got Milk?' ads were extremely simple, depicting an athlete, usually a famous and recognizable one, or an actor with a milk mustache and 'Got Milk? in white text somewhere on the ad, and then some copy about the positives of drinking milk.

 

The ads were pushed by the California Milk Processor Board and milk sales rose 7% in California in just one year. To this day, parodies exist featuring the phrase 'Got (Fill-in-the-Blank)?'

 

There's a great explanation here as to why it worked so well. As for our own theory, we believe the quote itself being catchy and easy to be manipulated into something else pop culture-related helped contribute to the ad's rise, as did the countless celebrity endorsements and distinct, trademark milk mustaches that covered the upper lip of those endorsements.

 

4. The Absolut Bottle

 

Despite not having a very distinct shape, Absolut's campaign to feature normal images combining to depict one of their bottles is the longest uninterrupted ad campaign ever, running 1,500 separate ads over 25 years.

 

Think about that: The same ad was done with 1,500 times with minor variations. That's how you run a successful campaign.

 

The magnitude of how effective the campaign has been since it started is bonkers. Absolut started off with only 2.5% of the vodka market, but in the late 2000's imported a staggering 4.5 million cases per year, or "half of all imported vodka in the U.S."

 

This is a great example of utilizing a seemingly mundane item in an extremely interesting way. They could have gone the usual route of other alcohol companies, either depicting an attractive woman drinking it or a couple of bros chumming it up at the bar, but instead went the creative, unique route.

 

The bottle's shape isn't too distinct. In fact, if not for the ads you might not be able to tell the difference between it and other vodka bottles. It's the fact, however, that they were able to re-use it so much that it became etched into your head.

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Now everybody knows what the bottle looks like; because of the ads and half of the country's vodka residing within those bottles.

 

5. Mac vs PC

 

Resulting in a 42% market share growth in its first year, the Mac vs. PC ads remain one of the most successful ad campaigns by one of the most successful companies in the market today. Years later, we still know those opening lines:

 

"Hi, I'm a Mac. And I'm a PC."

 

 

The commercials were extremely simple. A hip youngster representing Apple's Mac computers and an older, white-collar office employee representing PC standing in front of a white backdrop engaging in dialogue that would always result in promotion of Mac.

 

The ads worked because they were charming and innocent. The music was a catchy jingle, the dialogue was simple without self-deprecation, overt criticism of PC, or beat-you-over-the-head promotion with Mac, the backdrop was appealing, and the characters were likable and easy to parody.

 

Are you starting to notice a trend, yet? Good, then it's time to get started on your campaign that we'll be quoting 20 years from now.