Catgory: Lessons Learned

Good Content Is Good Content, Period

By Jessica Smith On April 12, 2016 In Lessons Learned

I was having a conversation the other day with a good friend in the industry. And like all good conversations with those who work in social and digital, we couldn’t help but to talk about work, the struggles, the wins. Part of the conversation drifted towards what drew us in to social in the first place — and through that I had a powerful realization.

I’ve never been a “platform” first person. If you follow my blog, my tweets, etc., you know I’ve always felt very strongly that a great social strategy starts with a strong content strategy. The platforms will come and go, but the need to reach consumers online through compelling content is here to stay.

While I’ve always loved the fast-paced nature of social and digital, it’s really the ability to tell a story that drew me in and kept me here. When you work in social and digital, you get the opportunity to tell a brand story every single day. And for as long as I can remember, I’ve loved nothing more than a good spot that made me cry, laugh or reminisce… no matter where I consumed it.

Here’s the thing. Good content is good content period. And good ads have always been good content, period. Social, digital and mobile has simply enhanced the opportunity for more distribution — and also more competition. It hasn’t changed the need for good ads; but it’s not enough to just “sell” well. Now as marketers we have to entertain, inform, educate, evoke emotion.

Whether you work in digital marketing, content marketing or retail marketing, your job is to capture your consumer’s attention. Their heart and minds, really. You can distribute content all day long across any platform and to any target, but if it doesn’t add value to your consumer, then you’ll lose the attention battle.

As marketers we have to focus on what matters. It’s not about noise, but about adding value.

5 Highlights + Lessons from The Start of MLB

By Jessica Smith On April 9, 2016 In Lessons Learned, MLB with 1 Comment

The MLB season has kicked into gear, which means lots of games, excitement and #smsports inspiration! The start to the MLB season has not disappointed from a social perspective either. From the #CapsOn campaign to strong content creation, here are five highlights and lessons as the season kicks into gear:

 

1. Keep UGC Simple + Sweet

To celebrate baseball being back, the MLB launched a UGC campaigned called #CapsOn. On April 4, the MLB asked all fans to wear their caps for Opening Day.

MLB’s push around this was really strong. They had a Snapchat filter and a custom emoji on Twitter, teams pushed content out and partners participated. It worked as the hashtag trended on and off all day. There are two main reasons this UGC push worked.

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First, the CTA was extremely simple. The hashtag alone explained the concept and the point of entry to join the conversation was low. After all, any good baseball fan has a favorite cap. We only have so much time to catch a consumer’s attention; if they have to take the time to figure out what the ask is, then they’re just going to move along.

Second, MLB was aggressive in their push. If you want to launch a successful UGC campaign, you have to have a strong integrated communication plan. Don’t rely on your own communication. Empower your my-pharm-blog.com, think about channels where you can cross promote and come out swinging.

 

2. Show Thanks

Before Opening Day, Brewers players surprised fans randomly by leaving tickets and notes on their car. The Brewers did a few teases about this via social media, but left it extremely simple. Why? Because the Brewers didn’t have to do a strong campaign around all the good they were doing. They earned social play without having to ask for it.

When you focus on thanking your fans and making them feel special, they will share for you. You don’t have to beg, ask or tweet about it. All too often in social we focus on internal our own channels and/or making it all about the quick ROI. Take a step back and focus on your fans.

Building community and thanking fans does not build an army quickly, but one by one you’ll have a dedicated core group that will share and go to bat for you. Free tickets in this fashion are obviously a great way to go, but even something as simple as a genuine thankful reply can go a long way. Get back to thanking your fans!

 

3. Make It Consumable

All too often in sports we throw too much information at fans. Things move too quickly online to throw an entire stats book at our audience. Instead of information dumping, work on making content easy to consume. Here are two great examples from the Braves and Dodgers:

 

When you work in social media, it’s important to take a step back and understand the most important information you want the consumer to take away. You aren’t going to be able to cram everything in, so don’t even try it. Instead, focus on the storylines that matter and make your content consumable.

 

4. Provide Unique Perspectives

If you work in social media and sports, part of your job is to be the eyes and ears of your fans. Don’t just spit out information and stats. Instead, focus on bringing your fans closer to the game and team through content and storytelling.

The Rockies have been doing a great job of providing unique camera angles on their content that brings fans closer to the action. While simple in execution, it shows that access and unique perspective can go a long way.

 

5. Pre-Plan The Content You Can

And finally, I’ve talked about this a lot, but plan for the content you can. Although you can’t plan for all the outcomes in sports, you can anticipate. Create templates and pre-planned content that you can use at certain moments. It will help make your game coverage that much stronger. Below are some highlights of pre-planned content from GIFS to images from teams:

 

 

 

What stood out to you about the start of the MLB season? Share your thoughts below!

 

Thanks for reading. 

Lessons From Working In Social

By Jessica Smith On March 7, 2016 In Lessons Learned with 1 Comment

Working in social media is a different beast. From the public nature of the work to the always-changing environment, it’s hard to understand the true nature of the work until you’re in it. There’s something about working in social that’s beyond fr-meds.net, chaotic and rewarding.

This post focuses on all the lessons learned from my time in the industry, with special insight from Twitter friends. There is lots of knowledge to be shared.

 

There will be lots of misconceptions about your job.


It’s not just your parents that are going to think you tweet and Facebook all day. You are going to be faced with challenges at many points in your career because people have misconceptions about your job, from what it takes to be successful in it to the resources needed to bring concepts to life. You have to tackle these misconceptions head on through education and over communication. Don’t shy away about what you do and what it takes to be successful.

 

Everyone is an expert, so be prepared.

https://twitter.com/mrochford014/status/706654234964578304

Because everyone has access to the platforms we work on, everyone also “understands “social. Brace for all the opinions that will come your way. Be assertive with your work and let the opinions serve as a platform for education. Don’t take it personally, but give people insight into the why behind what you do.

 

Don’t overcomplicate it.

https://twitter.com/chrisnickinson/status/706654051568472064

We often overthink social. An Instagram post, a tweet, a video is a small moment in time in our consumer’s life. Don’t focus on the things that don’t matter, like wordsmithing copy until the end of time. It’s about nailing the big picture and the full experience for the consumer. There’s an opportunity to try new things because social media is so fluid and fleeting. Learn to obsess over what matters.

In a similar vein, you could spend $100K on a video or capture great raw footage of an emotional moment and the latter will gain the most traction. It’s not always about how much you spend or the quality of, but what emotion it evokes in the consumer.

http://twitter.com/MilesMcQuiggan/status/706653218395299842

 

Rethink your strategy planning.

I love nothing more than putting together a strategy, but I’ve quickly learned that you shouldn’t spend time in social crafting an 80-page deck that will be obsolete in six months because platforms and trends have changed. Unlike a lot of other functions, social media departments can focus on quarterly or six month strategies. Focusing on your strategy in shorter timeframes from a year will allow you to make changes based on trends and analytics. You have to plan, but you have to be nimble. Don’t be afraid to rethink how you approach your strategic planning.

 

There is no magic formula.

There is not one magic formula on how to do it right. And it’s not always based in hard facts. Trust your gut, along with stats, to find a balance.

 

Know your why

You are going to get a lot of requests from many different angles if you work in social. Trust me when I say there is a three-letter word that will be the most powerful advocate in your work: WHY. Take the time to define your why. Understand the value you are bringing to both your organization and the consumer. Having a solid POV on your “why” will give you the ammunition you need to make the right decisions on content, platforms, planning, etc.

 

Yes, you have to prepare.

Social media is a weird beast in that you have to plan for the unexpected. Take the time to identify key moments ahead, create templates where you can turn out content quickly and anticipate scenarios as much as you can. Preparation allows you to turn out quality work in near time. Do the prep work that’s needed ahead of time.

 

But, you won’t be able to prepare for everything.

No matter how much you prepare though, there are going to be moments that you simply can’t prepare for. Have a process in place that will allow you to act quickly if something comes up. And, don’t sweat it if you miss an opportunity. In this real-time world, another one will pop up again.

 

You can’t do it all.

I love this industry, but it can be exhausting. Every single day platforms change, there’s a new trending topic and a new flavor of the month. Resist the urge to jump on the latest and greatest every single time. Most social media teams are small and nimble. Understand you can’t do it all.

There’s a lot of noise in social media. Instead of adding to the noise, focus on what you can deliver and deliver it well. It’s about quality over quantity, always.

 

24-7 is a beauty and a beast.

Social media is 24-7. If you’re a constant learner, then you’re in the right gig. Because the work is public, everyday is like a new case study. Take advantage of it!

It’s also going to be hard to turn off, but you have to try and find a way. This is still something I’m trying to figure out on a consistent basis, but finding a routine to turn off work for a little bit will ensure you don’t crash and burn from social media fatigue.

 

It’s not about YOUR voice; it’s about the brand.

A brand’s voice in social media should reflect the organization, not the social media manager. Make sure there is a long-term vision for the social voice in place. The voice should reflect the organization through and through. If the social media manager leaves today, the voice should stay the same.

 

Community is key.

Less pushing, more connecting and listening on social. The ability to connect first-hand with consumers/fans on a daily basis is what sets social media a part from other mediums. Focus on your community and your customers. It matters.

 

https://twitter.com/DommyDigital1/status/706713804617314304

 

It takes resources; get ready to fight for them.

Early on in social media companies jumped in because it was “free”. As social media has evolved, the space has gotten crowded and algorithms have been put into place, it’s become increasingly more expensive to execute well on social. Social media is anything but free. Not only do teams need bodies to execute the many functions, from community management to strategy to analytics, but it also cost money and time to create great content. Don’t be shy to articulate what an ideal team looks like. As mentioned before, education is key.

 

Success doesn’t happen overnight. Celebrate the small wins.

Social media success doesn’t happen overnight, but it’s really easy to compare your work to everyone else. Stay focused on your organization’s goals, not others. Celebrate the wins you earn, both large and small. Building a community takes time, so take a deep breath, stay your course and know that everything will be fine.

 

Take a step back. You have a really awesome gig.

It’s easy to get caught up in the struggles of working in social: The 24-7 nature, the strong opinions, etc. Take a step back though and realize you have a really awesome gig. You get to interact with consumers and help bring the voice of your brand to life on a daily basis.

The gig isn’t always easy, but we’re pretty lucky to work in it.

 

 

This list skims the surface of lessons learned on working in social. Check out some more great responses here.

 

 

What have you learned about working in social? Share your responses below!

Thanks for reading!  

 

5 Social Media Takeaways from the NFL Wildcard

By Jessica Smith On January 11, 2016 In Lessons Learned, NFL

The NFL post-season is in full gear, which often means social media content is stepped up a notch. The social media coverage from NFL teams during the Wildcard Weekend was on point. From prepared graphics to stellar GIFS, the games were fun to follow on social. Below are five takeaways/highlights from the weekend:

 

1. Empower others to build excitement.

The Seahawks, Vikings and Redskins did a great job enlisting others to help spread excitement and support. Each team took a different angle, from sponsors to home state teams. All too often in sports we rely on our own accounts to generate excitement. We’re fortunate to work in an industry where our do-dietary-supplements-work.com are passionate. Still, enlisting others can pull in a new audience, reinforce your message and make the CTA stronger.

One thing I love about these “influencers” graphics is they have a similar nice and feel. A cohesive design is a strong way to tie everything together:

 

 

2. Prepare for losses.

Losses are never an easy thing in sports, especially when it’s a really heartbreaking one. Social media managers have to plan for both the wins and losses though. If the players can face a press conference after a loss, us on the Internet can face a few angry fans after we post the final score.

The Vikings did a great job handling their loss. They posted the final score with language that tapped into the sentiment of the game. They followed up by thanking fans (which you can never go wrong with):

 

Handling both the wins and losses is part of the job. Be thoughtful in your approach.

 

3- A little access can go a long way.

When you work in sports, it’s easy to take for granted to the personal and emotional moments you have access to. Moments that are full of emotion are content gold. Give fans a little access inside the team’s journey—whether it’s locker room setup or post-game access. As the content shows below, you don’t have to be intrusive with your access. One shot from the camera and you’re good to go.

 

 

4- Prompt your fans.

Calls-to-engagements are one of the things that get written off because to us they feel forced, phony, cheesy, etc. And while you don’t want to always resort to gimmicks, sometimes your fans need a little nudge. Calls-to-engagement should be a tool in your toolbox.

If you don’t want to use obvious prompts though, there is good news. They can be subtle! The Seattle Seahawks gave a great example of what this look likes:

This tweet promoted their fans to reply “Hawks”. And whether or not this prompt was intentional, it’s a great example of thinking creatively about what might encourage your fans to action.

If you aren’t thinking about ways to get your community engaged, then start strategizing around it. Calls-to-engagement are a powerful rallying cry. They can catapult a great piece of content even further, draw new fans in and simply help to build a stronger community. They should absolutely used.

 

5- Small tweaks can pull your content together.

I’m a big believer in tying your content together through a defined look and feel. The Chiefs and Vikings did a good job with this. The Chiefs photos all had consistent editing with a small @Chiefs in the corner; the Vikings used a small overlay that promoted “forge ahead”.

 

While you don’t want all your photos and content to be too design heavy, you can make small tweaks (from the way you edit photos to simple overlays) to pull your content together.

 

BONUS: Packers GIF

This isn’t a takeaway, but it’s an awesome piece of content worth sharing:

 

 

 

What stood out to you from NFL teams during the Wildcard Weekend? Share your thoughts below!

 

Thanks for reading.

4 Social Media Lessons from Kobe’s Retirement Announcement

By Jessica Smith On November 30, 2015 In Lessons Learned

As I’m sure you know by now, Kobe Bryant officially announced his retirement from basketball. He did it in true stop-acne-meds.com form, announcing his decision on Facebook and Twitter by linking to a poem on the Players Tribune. Additionally, all fans at the Lakers game received a “personal” note from him. With every step, he led and controlled the message.

Kobe’s announcement crashed the Players’ Tribune (and while yes that’s a bummer, it’s also indicative of the response).  It earned him 120,000+ retweets on Twitter and 62,000+ shares on Facebook. The letters distributed at the game are selling for hundreds of dollars on eBay. You get the point.

As I thought about the execution, I couldn’t help but to draw some social media lessons. Here’s what we can take away from this strong PR play:

 

Be unexpected.

Kobe delivered his message in unexpected fashion. He stayed away from the traditional press release and press conference. Instead, he broke the news on social media and penned his thoughts in a poem on an untraditional media outlet. There’s nothing expected about that.

Surprise delivers huge value on social media. It’s a trigger that causes people to share. In an online world with a lot of noise, don’t be afraid to be a bit unexpected.

 

Tap into emotions.

Kobe’s letter and poem tapped into emotion. It told the story of dreams, challenges, victories, defeat. If you’ve read Jonah Berger’s Contagious, then you know emotions are one of the reasons way people share. All the emotions from Kobe’s announcement pulled people in powerful fashion.

As Berger says, “when we care, we share.” Content that goes viral focus on high arousal and feelings rather than function. Sports are emotional. Tap into it.

 

Take things offline.

Kobe took a strong, integrated approach to his announcement. He didn’t just focus on the online, but he also focused on the offline with his letter in-venue to Lakers fans. This was a strong personal touch. The letters turned into a powerful piece of content all their own. They’ve been shared thousands of times across social media and put up for sale on eBay.

Social media shouldn’t work in a silo. With a big campaign/announcement, it’s important to have many communications touch points. Don’t be afraid to take your message offline in creative ways. Offline touch points are often personal for consumers. And as we saw in the case with Kobe, our offline messages are often shared online too.

 

Know your audience(s).

Kobe’s letter in-venue talked to both his doubters and his supporters. He knew he was talking to a wide audience in that arena…. not loyal fans alone. Kobe’s decision to address both doubters and supporters made his message more authentic; it showed he appreciates his audience and all that comes with it.

In social media, more often than not, you are speaking to a wide audience. Know your audience and speak to them as authentically as possible. Don’t apologize for your brand, but also keep in mind how wide reaching your content can be.

 

Kobe’s announcement is one of those PR case studies we should all save for inspiration down the road. From leading with emotions to knowing your audience, there are a lot of gems for us to take away.

 

 

 

What did you think about Kobe’s retirement announcement? Share your thoughts below!

Thanks for reading.