Welcome to the Mad Men of Marketing podcast
On episode 3 of the Mad Men of Marketing podcast, we discuss influencer marketing.
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Do you think we missed anything major? Let us know your thoughts.
Welcome to the Mad Men of Marketing podcast: episode two.
On episode 2 of the Mad Men of Marketing podcast, we discuss FOX News 32 Chicago’s Facebook page … random? Well no actually, because it was recently announced that they have the most engaged audience of any news publisher on Facebook. We talk about how they did it and how other pages can apply similar tactics to get their audience invovled.
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Welcome to the Mad Men* of Marketing podcast: episode one.
Just like Star Wars we may, in the future, pretend like episode one never happened but for the time being – So without further ado…
We discuss a developing story about what will happen if, and almost certainly when, Facebook rolls out the split feed update in the form of an Explore feed which will be for business pages and the regular feed which will focus more on family, friends and sponsored posts.
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This is to become a fortnightly podcast that will focus on new developments in the world of social and digital marketing as well as insights into the world at large and just things that we find interesting and hope you do to.
*(If you missed the asterisk the title) Currently, we haven’t had someone that does not identify as male on the show but when the time comes they may become an honorary Mad Man for the day or we’ll change the name – hmmm the mad people of marketing, the mad mob of marketing, the mad masses of marketing – let us know your thoughts? and what you thought of the show.
Facebook are testing a new feature that could send businesses broke
Editors Note: Here Michael and Josh discuss the changes on our podcast here.
Facebook have announced they are trialing a new feature which will separate the content in your News Feed into two separate streams.
The first stream is the Family & Friends feed which is comprised on content from your friends, plus paid Facebook ads. This will be the default stream you will see when you log in.
The second feed is the Explore feed, which is made up of the content published by Pages e.g. Mercedes Benz, The Guardian, Coca-Cola, and you don’t have to follow their pages to be served their content. You will be able to access the Explore feed by selecting this option in the Facebook side-bar.
A spokesperson for Facebook has said the decision was made because, “People have told us they want an easier way to see posts from friends and family.”
If Facebook decide to make this change permanent, the true effects are unknown. Marketing Land claim that it could provide some brands the opportunity to reach people who don’t currently engage with them. Also it could help make up for the loss in organic reach that Pages have experienced over the past few years.
On the contrary, medium.com claim that Facebook reach has declined by over 60% for some pages in Slovakia, where a trial of this new feature is currently taking place.
Companies with substantial advertising budgets will most probably not be affected greatly by this change, if they can continue to create sponsored content that people want to consume.
The players that will be affected the most will be the media publishers who don’t have a diverse range of traffic sources and who rely heavily on Facebook to deliver most of their website traffic.
So, could this mean some media publishers are forced out of the market, or are required to scale-down operations? Quite possibly.
And will publishers and brands begin to invest heavier in Instagram, Youtube and Snapchat to reach consumers more easily? Most definitely.
Employee Advocacy on Social Media
Employee Advocacy = Social Gold
Quiz: Employees of our company like working there because:
a) They are respected
b) They are doing fulfilling work
c) They are part of a great team
d) They are compensated fairly
e) They are afforded the opportunity to improve their skills
f) All of the above
If the answer is “f”, firstly, congratulations and secondly you could be sitting on more than just good workers.
Just a few short years ago employers tried to block employees from going on to social networks during work hours – internet monitoring, site blockers, firewalls, using Julie from accounts as a spy/mole, setting up elaborate false flag operations, propaganda… wait a sec… where was I… oh yes…
Hopefully you are hiring employees that are (a) autonomous enough that they can be trusted to do their jobs but (b), and more importantly, social media can be a friend in the employer/employee hand book.
Your team are proud to be part of your organisation and usually are willing participants in spreading the good word – which is the basis of an Employee Advocacy Program (EAP).
An EAP is an effective (and cheap) way to cast your net wider after you have went to the effort of creating content a bigger audience is always welcome.
It can be as simple as “Hey Jo, can you paste this article on the FaceBook for me?”*
*Pro tip: If you are using terms like paste and the FaceBook there is a good chance that Jo’s social reach is further than your own.
like the rest of your marketing and sales strategy you can have a considered approach to employee advocacy and really engender ownership of the brand amongst employees.
I shouldn’t need to say this but do not enforce employee participation a) because you can’t and b) this process will hopefully lead to follow ups and that same disaffected employee will probably be the first point of contact for someone reacting to their share.
Have some guidelines
Didn’t he just say cast a wide net and now we have to have guidelines?
In the beginning have a mentor for the employees that want to help out can be a great benefit – train them in what is an appropriate tag to the share; your mentors should give pointers into where, when and how often as well.
Your employees will want to give their networks special content as well, do not stifle it – whether it is a bespoke piece of content or a special offer – have at it.
Proving ROI on an employee advocacy program can be hard but there are many programs that can make your life easier from the big boys to more niche products like, Trapit (formerly Addvocate) or Circulate.it for example.
So the above will help with proving the ROI but what are your goals for the program? Be sure to have a clear KPI and be ready to move the goal posts or content around as you learn to understand your new audiences – their likes and dislikes.
This should set you on the right track but if you need more guidance on this or other social marketing ideas drop us a line – firstname.lastname@example.org