July 18, 2016

What You Need to Know About Facebook’s Latest Algorithm Update

In late June, Facebook announced updates to the News Feed algorithm. The update aims to show more relevant content from friends and family who users care about in their News Feed. Unfortunately, this means that business pages may see a drop in organic reach of their posts, yet again. As Facebook’s algorithms continue to make the platform more “pay-to-play” based, there are a few ways to boost organic reach.

Why did Facebook change their algorithm?

With over 1.65 billion users, Facebook is constantly trying to make the Facebook experience the best it can possibly be. Facebook does not want to be the next Myspace, which will soon be completely forgotten. According to research about failed social media platforms, like Myspace, users leave platforms when they are not deeply connected with other users. This is why Facebook has decided to change the News Feed algorithm. The updated News Feed will focus on content posted by friends and families of users, hopefully deepening the relationships and connections that users have.

What does the updated News Feed mean for my business page?

In 2012, Facebook changed their algorithms and page managersFacebook Stock found that only about 16% of Facebook fans were seeing their content. Since 2012, studies have found that percentage keeps decreasing. A 2014 study of larger Facebook pages from Edgeranker Checker found that page posts only reach 6.5% of fans. It is likely that this new update will cause a decrease in organic reach of all types of content on business pages.

The degree of impact this algorithm update will have on business pages depends on a few different variables. If pages rely on referral traffic strictly from posts, they will be impacted greatly. If pages rely on referral traffic from engaged users and shared posts, this will impact them less.

How can my business minimize the impact of the new algorithm?

There are many different ways to minimize the impact of the new algorithm. Here are just a few.

Use the “See First” feature.See First

On a business page within the “Like” button, users can choose to see the posts from that page first. Encourage fans to choose to see your posts first and be sure to tell them what they will gain from doing so.

Don’t count on Facebook as a primary form of marketing or information dissemination.

In fact, it is important that any kind of social media is not the singular primary marketing tool. Businesses should try to diversify their marketing efforts which should be guided by a strong strategy. Using more mediums allows businesses to reach various audiences. By not relying primarily on Facebook or social media, algorithm and other changes don’t pose such a large risk to businesses.

Focus on engagement.

With an algorithm change like this, focusing on engagement is one major way to minimize the impact. For example, if fans are sharing, commenting, and liking your content, it is much more likely to be seen. To do this, be sure to provide content that is entertaining, informing, and what your audience is likely looking for. Then, ask them to engage with the content. Studies by HubSpot find that asking people to share, like and comment really does increase engagement.

Consider implementing paid social media campaigns.

The reality is that social media is becoming more of a pay-to-play platform as time goes on. As social media platforms realize the potential advertising revenue, advertising becomes more necessary. At this point, it is possible that a carefully crafted social media ad campaign can actually be more affordable than the time spent to try to get as large of a reach organically. Social ads offer extremely detailed targeting, flexibility, and control, making them an excellent advertising option.

Conclusion

In the ever-changing world of digital media, brands are always learning to adapt to new changes. This new Facebook algorithm will be no different. How is your brand dealing with the changes?

Plaid Swan 120– Maggie Weldin │ New Media Strategist

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June 27, 2016

Understanding and Reaching the Yuccie

Yuccie is the 20-something former accountant who left the corporate world to open a cupcake food truck. It’s the guy with the MBA who got out of pharmaceutical marketing to create an organic breakfast bar company out of his apartment in a gentrified Brooklyn neighborhood. We have all heard these stories, but WHO are they and what makes them tick? Who really is a Yuccie?

Photo Credit: LinkedIn - David Infante

Photo Credit: LinkedIn – David Infante

A Yuccie is an archetype, or another one of the hundreds of ways to classify millennials, the largest emerging generation. The term was created by a Yuccie himself, David Infante, in a 2015 Mashable post titled, “The hipster is dead, and you might not like who comes next.” Infante refers to Yuccies as “Young Urban Creatives,” who find the term millennial too broad and the term hipster offensive. Yuccies can be thought of as the hybrid child of yuppies and hipsters:  Ambitious and creative.

If you are marketing towards the Yuccies of this world, it is important to understand their characteristics, but more importantly, their values and beliefs.

  • Yuccies believe, “We deserve to pursue our dreams; we should profit from them.” They have seen the rise of the Internet and all things tech. Yuccies have grown up in a world where the most abstract ideas and dreams have actually happened and come true. They  see their big idea as being next.
  • Yuccies value money, but equally value creativity. Infante says Yuccies are, “determined to define themselves not by wealth (or the rejection of it), but by the relationship between wealth and their own creativity. Yuccies don’t want to execute other people’s ideas. They want to be paid for their own.”
  • They will give up a traditional career path in favor of a path that is more fulfilling and potentially riskier. Yuccies value companies with a sense of purpose (i.e. TOMS, KIND Snacks, Rareform, Warby Parker). According to a survey by Deloitte, 6 of 10 millennials feel “a ‘sense of purpose,’ is part of the reason they chose to work for their current employers.” They are looking for validation.Yuccie Internet
  • Yuccies have an interesting relationship with the Internet. They saw it mature into this wildly successful technology with new and exciting opportunities. In a way, Yuccies see themselves as the Internet. They see this as their time to turn their abstract ideas into something big.
  • Most of all, Yuccies seek validation and status.

For an all-encompassing list of things Yuccies love, see this Buzzfeed article.

Now that you know the Yuccie, you might be wondering, “How do I market to them? Should I market to them?” The following are some ways to successfully reach Yuccies.

  • You need to tell a Yuccie why they should purchase from your company over another. A Yuccie needs to understand who your company is and your mission. If Yuccies are willing to choose employment options based on companies with a sense of purpose, they are likely to do the same with their purchasing decisions.
  • Validate their intellect. Infante explains, “We identify by priceand taste level: $80 sweatpants, $16 six-packs of craft beer, trips to Charleston, Austin and Portland. How much it costs (high or low) is immaterial if the material bought validates our intellect.” Basically, your brand needs to communicate characteristics that these Yuccies want to embody. This could be status, creativity, quality, intellect, purpose, and more.
  • Reach them where they already are, and that is Yuccie Coffee ShopInstagram. Consider creating an Instagram influencer program or using digital advertising. Also, consider creating partnerships with the businesses Yuccies love most like the small coffee shops with handcrafted brews or the spas featuring all-organic products.

The millennial audience is filled with a variety of archetypes of people and the better you understand them, the better you can market to them. The Yuccie is just the tip of the iceberg when it comes to understanding the millennial audience as a whole. Which millennial audiences are you targeting?

Plaid Swan 120

– Maggie Weldin │ New Media Strategist

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June 20, 2016

Who is Plaid Swan?

Ever want to know a little more about the staff here at Plaid Swan? Who’s an avid gamer or a horrible cook?  Can you guess who used to tour the U.S. with a ballet company? Here’s a sneak peek into the faces behind your campaigns. Let us know what surprised you the most.

 

Vicki

Vicki D.| Principal Partner

Facts most people don’t know about you?

  1. An avid gamer; unique board games and video games and particularly those that involve strategic thinking.
  2. A volunteer cheerleading coach to 4th-5th graders

Some of your bucket list items:

Travel to all 50 states, Take a backpacking trip in Europe, Attend a concert of their choosing with each of my two girls, and Go to Comic Con in San Diego with my husband.

What are three career lessons you’ve learned thus far?

  1. Take risks so you can grow in your career and as a person
  2. Have a backup plan in case the risks don’t pan out
  3. Initiative will take you farther than you think

A bad habit you have:

Procrastination and Skittles

Reason you love Plaid Swan:

We are passionate about the work we do. I see it in the people who work here and the clients we work with. The vendors we work with often comment on this. We love what we do and it shows.

 

betsybestheadshot

Betsy McC. | Principal Partner

Facts most people don’t know about you?

  1. I am an avid hiker
  2. I am a terrible cook
  3. I am probably a little OCD if I had it checked out

What are some boards/organizations you’re involved in?

  1. IWLC-Iowa Women Lead Change
  2. NAFE-National Association of Female Executives
  3. PAWS for Cause-Abused Dog Rescue

Three words that describe you?

Positive, Fearless, and Hyper Organized (to a fault)

Bucket list items you have

  1. Travel to Tibet
  2. Restore another Century farm
  3. Help the women’s movement advance across the world.

How do you balance your career and family?

Live by a structured day. I plan and place both my work days and my home life on the calendar before the month starts and I live by that schedule. Still a work in progress. Sometimes family comes first and sometimes work has to come first. Life balance is a myth, created to drive women crazy.

What advice would you give to recent new hires?

Jump in to everything. Don’t worry about making mistakes. Expertise comes with experience as well as trial and error.  I would much rather you try and fail than hesitate and never take the shot. BE RESOURCEFUL!

What are three career lessons you’ve learned thus far?

  1. Pretty much everything can be fixed. There are very few actual fatal errors.
  1. Hold your cards close. I don’t mean that you shouldn’t trust people, but you should take time to see what their agenda is before sharing your own.
  2. You are not actually a leader until you create another one. Delegate; lift and support others.

Your favorite book or quote:

“The one thing that doesn’t abide by majority rule is a person’s conscience.”
 Harper Lee, To Kill a Mockingbird

Something you’d like to be famous for:

Writing and passing the law that makes animal cruelty a felony and at time a capital offense.

A bad habit you have:

Sour Cherry Balls. They should be outlawed as a drug.

Reason you love Plaid Swan:

I think our business model brings together an eclectic group of people. Our partners are all very different. By allowing people to live and work where and when they choose we get their very best on each and every project. Everyone involved wants this model to succeed as it gives everyone the flexibility to live in a manner that suits their families and impacts their quality of life.

 

 Plaid Swan 120

Maggie W. | New Media Strategist

Most embarrassing moment at work:

At my very first internship within the first few days, my supervisor let me stay after to finish a few projects. Our office was very small with cords everywhere. I am pretty clumsy, so of course I tripped on one of the cords which caused a laptop to crash off a filing cabinet and slam into my supervisors family photos. Every single frame’s glass was shattered. I came back to work the next day with three new frames and was really happy to keep my position.

Favorite book:

Bossypants by Tina Fey. She wrote a great book about her journey to where she is now. Please, only read if you are prepared for laugh-out-loud laughter.

What advice would you give to recent new hires:  

  • Don’t be afraid to ask thoughtful questions.
  • Work hard. The more you give, the more you will get.
  • Take advantage of the vast knowledge within the people you work with. Everyone has their own strengths which you can learn from.
  • Just give in. Drink the wine.

Reason you love Plaid Swan: 

Plaid Swan allows me to explore a field I love while being guided by professionals who I respect. I am able to dip into all kinds of projects ranging from traditional advertising to public relations, and I am able to do so while learning from awesome coworkers like Betsy, Vicki, Brittani, Craig, and Jolene. I love Plaid Swan because of the combination of people and work.

1-2 facts most people don’t know about you: 

  1. I spent years touring the United States in a ballet company, Von Heidecke’s Chicago Festival Ballet. If I attend any other Nutcracker production, my feet come alive against my will.
  2. My favorite hobby is kayaking, specifically spring fed rivers. I wish they made a waterproof laptop so that I could just turn a kayak into my desk.

 

Plaid Swan 331 Retouch

Brittani V. | PR Specialist

1-2 facts most people don’t know about you?

    1. I love to SCUBA dive and dove with nurse sharks in St. Marteen in 2012
    2. When I was 16, I spent 2 weeks in Australia and 1 week in New Zealand for an Ambassadors program.

A word that best describes you:

A client once told me I had “Crunk”.  A special blend between Charisma and spunk.  I’ve loved that word ever since.

3 bucket list items you have:

  1. Scuba Diving through Jellyfish Lake in Palau
  2. Qualify for the Boston Marathon
  3. Become fluent in a second language

What advice would you give to recent new hires?

Take initiative.  If you have an idea, run with it.  Especially if it’s off the wall crazy and it’s never been done before.

Take the time to listen and gain from everyone’s past experiences with clients.

Your favorite book or quote:  The Servant by James C. Hunter

Reason you love Plaid Swan

When I moved back from Des Moines I wanted to make sure my next career move was long term.  The culture of the company was just as important as the position itself.  I definitely had my fair share of interviews, but never found a position or company I felt excited to be a part of until Plaid Swan.  Plaid Swan was exactly what I was looking for.  It has an amazing culture and the position itself was exactly what I was looking for. It’s an opportunity where I feel valued every day, empowered to make my own decisions, and have the ability push the boundaries with unique and creative ideas.  Everyone here has experiences for me to learn from.

 

JoleneProfile

Jolene D. | Marketing Strategist

Organizations I am involved in:

MVRA, Ainsley’s Angels, ARK Advocates

Favorite Quotes:

“Don’t sweat the small stuff” and “What doesn’t kill you makes you stronger”

Bucket Items:

Learn to surf

Run NYC marathon with my husband

Take my girls to Paris

Advice for new hires:

Trust your instincts, more often than not they are right.

 

Subscribe to the Plaid Swan blog here.

June 16, 2016

Living My Passion

Entering college, I knew that I was going to get involved in campus life. After numerous meetings with professors who told me to “do what makes me happy” and hearing how great Loras College Dance Marathon was, I decided to give it a shot. Little did I know, I was signing up for an organization that would do more than fill my time; Loras College Dance Marathon has become part of my everyday life and helped shape my career path.

LCDM Kiddo

Meet Christopher Turnis, the Iowa Champion for Children’s Miracle Network and our Kiddo at Loras College.

WHAT WE DO

Dance Marathon is a nationwide movement that raises money for Children’s Miracle Network Hospitals across the nation. The children we help have endured more than most adults have in their whole lives. There are over 300 different college programs across the country with over 200,000 participants. Those 200,000 participants raised a monumental $26,834,682 in 2015. What is even more impressive is Loras College Dance Marathon (LCDM) has been able to claim the title of #1 fundraising program per capita for the past seven years. LCDM raised a remarkable $201,000 in 2016 for the University of Iowa Children’s Hospital.

HOW WE RAISE FUNDS

LCDMLoras College Dance Marathon is not just a single event in April that raises $$201,000. LCDM is a year-long effort to raise funds and awareness for UICH while providing support for local families. Such events may include: mini-golfing, line dancing, hockey games, video gaming events, networking events, and raking services.

Even though we are a student organization, our audience is potential donors. We need to reach people who have incomes sustainable for giving which typically are not college students. We need to know how to make our audience feel like they have a connection with our kids. We are constantly asking, “What motivates our audience and how can we approach them? Why would they choose to donate or volunteer for LCDM vs. another non-profit?”

MARKETING TACTICS

We utilize social media as a marketing tool because its inexpensive. For our fundraising events, such as our Color FT5K on October 11th in 2016, we utilize Facebook tools such as the boost post feature to broaden our reach to potential participants. Facebook is our most popular platform, but we use Twitter, Instagram and Snapchat as well. Twitter is used for our live feeds during events or as a quick reminder of something coming up. Instagram is for a ‘behind-the-scenes’ visual look at LCDM and Snapchat is a combination.  Snapchat is used for live feed, as well as for a behind-the-scenes look. Our ultimate goals are to raise funds and awareness so we can continue growing year after year, which these platforms ultimately help accomplish. A common hashtag on our social media is #FTK. This stands for ‘For The Kids’ because everything we work for is geared towards the children we serve. It connects a ‘family’ of people and shares our mission in just three short words.

WHY I LOVE ITLCDM Balloons

Loras College has given me the opportunity to fulfill my passion in a way that can continue after my time on campus. Specifically, LCDM has provided me with opportunities to demonstrate my strengths in event planning and learn from others. Joining this organization in college has helped steer me in a career path which has led to my current internship with Plaid Swan. The employees at Plaid Swan have the same type of passion and drive that not only produces great work, but motivates others to work hard in order to satisfy clients. I am excited to continue learning from some of the best mentors in the Tri-State area, grow into a wonderful culture that is Plaid Swan and I have Loras College Dance Marathon to thank for it.

Rachel Moser

– Rachel Moser, Public Relations & Event Intern

 

June 9, 2016

Working Remotely: Benefits and Tips

Working remotely

Working at my second desk, the front porch, during Tropical Storm Colin.

Upon graduation, I happily began my new role working remotely at Plaid Swan as a New Media Strategist. I moved back to Central Florida in order to be closer to my family and because Central Florida better fits my lifestyle. One of Plaid Swan’s many strengths is their flexibility. I am able to work remotely, but I will admit that I was hesitant at first. The obvious drawback of working remotely is the lack of social interaction, but now that I am settling into my new digs (aka my kitchen table, for the time being), the benefits are truly outweighing the drawbacks.

 

Benefits

Less Distractions

Naturally, I think some employers are worried that remote employees will become lazy. Personally, I have found the opposite. Offices can be very distracting with people always coming and going, meetings in every other room, and coworkers who are more fun to chat with than doing work is. I believe I am actually more productive now than ever before. In order to stay productive, I’ve established a routine, I create prioritized to-do lists each morning, and I don’t check my email during large tasks, like writing a strategy.

Time Zone Change

Moving to Central Florida has put me in the eastern time zone, one hour ahead of Plaid Swan’s central time zone. I start work here at 8AM (7AM CST), which gives me lots of time to collect questions and prepare for Plaid Swan’s morning meeting at 10AM EST (9AM CST). It makes me feel more productive to get more done before out morning meeting, eat lunch right after, and then power through the afternoon hours.

More Energy

Working remotely means waking up and going to work in the next room. I don’t have to commute and I can shift my hours to better suit my lifestyle. I can work from 8-4:30 with a half hour lunch and still have time to go to the beach afterwards. I can work an extra hour each day, giving me Friday afternoons off. The flexibility and convenience of working at home has given me more energy and lets me live the life I want while working with the people I want.

 

Tips for Working Remotely

Create Your Own Routine

I personally feel that a daily routine is important in order to create a sense of stability in our work lives and to hold ourselves accountable. Most days, I begin working at 8AM and start the morning with a prioritized task list. I usually work at the same few places each day, and no, those places do not include my bed. It is important for each person to find a routine and a setup that works well for them.

Stay Connected With Your Team

One way you can negate the major drawback of working remotely, the lack of social interaction, is by ensuring you stay connected with your team. Email, chatting, and texting are great, but I really recommend using skype or some kind of online video conference service to maintain those face-to-face relationships. This will help you stay up to date on all the office happenings, not just the tasks you are directly involved with. Additionally, stay connected when it comes to big events like birthdays and office celebrations. You will continue to feel like part of the team, which is important for job satisfaction.

Use an Online Project Management System

I do not think that working remotely would be possible for me without the use of our online project management system, Teamwork. This program allows us to task ourselves and each other, enter time, share files, and so much more. Teamwork provides me the framework for what needs to be accomplished each day. It is an excellent communication tool that is always evolving.

 

Overall, when considering remote work, decide what is most important to you. Will the flexibility and environment you are choosing be more beneficial than the social interaction and environment you are giving up? Is your personality well-suited for remote work? If you answer yes, then give it a shot!

– Maggie Weldin, New Media Strategist

June 2, 2016

It’s Not About You. It Rarely Is.

People around me lately have had to deal with major life changes. The funny thing about change is that it has long fingers. It never really stays with the host. It has a ripple effect. Not always bad, sometimes for the better, but I find it interesting to see how far the ripples go.

For instance, my going from being employed to being self-employed created huge ripples in those close to me. While I have more flexibility, I have much less personal time and that has affected my friends and family. I have had to change my whole life to keep up and that has affected everyone, all the way down to my hairdresser and UPS delivery guy. I may be home working on my deck at 2PM one day and gone for 12 hours the next. People have had to change their schedules and even lives due to my changes.

I have a good friend and client that lost her job. She is dealing with the shock and loss of her entire social structure, income and security all in one fell swoop. At Plaid Swan, we were affected as we loved working with this person and will miss her on the work front for a long time, but now our relationship changes from client/friend to just good friend and it feels off center and will until we all regain our balance. While the change in not working with her is bad, her replacement is a good guy and now we and 400 people have change in our daily lives. (But we really like him as well, so it will be worth it.)

My neighbor was blindsided by cancer. No symptoms and too far along to do much about. She went from gardening one day to making end-of- life decisions the next. She is a very young woman and she has just found out that she has lived her lifetime. It will be in the span of 42 years, not 80. I cannot imagine the changes in every corner of her world from her parents to her husband to her children. Her passing will affect thousands of people in enormous ways and some ever so slightly, but their lives will change all the same. The mailman won’t get brownies from that house this Christmas, and local nursing home residents will suddenly notice that this woman and her therapy dog don’t visit and read to them on Wednesday nights.

Someone said to me one afternoon, that they thought this woman was cold and at times, rude. This neighbor had no idea about this woman’s health, and it was not my place to tell her. But, she decided she no longer likes this woman because she doesn’t wave anymore when she walks by with her dog.
The point of all this, is for everyone, me included to give people in your everyday life a little slack. Don’t take everything personally, don’t feel that every comment or expression, or even poor customer service at the drugstore, is a shot at you. Stop reading so much in to all of life’s tiny unimportant moments, and then maybe we won’t miss the ones that do matter.

Sometimes people are just simply preoccupied with all the changes around and don’t think to make sure everyone else is petted and happy. Let’s be kind to each other and give people we love and those we don’t even know, the benefit of the doubt. Sometimes the kindest reaction is a little breathing room. Let people regain their footing. And if you have to make changes because of someone else, swim with the tide, not against it. The ride is calmer and you can enjoy the view.

– Betsy McCloskey, Principal/Partner

May 26, 2016

Who are HENRY’s and why should I care?

All marketers have heard of Millennials, Baby Boomers, DINK’s, and YUPPIE’s, but there’s a demographic that most brands are missing.  HENRY’s.  The ‘High-Earners-Not-Rich-Yet’ demographic that all marketers need to keep on their radar in today’s ever changing economy.

HENRY’s are stuck between the middle class, with incomes of $50,000 and $99,900, and the ultra-affluent, with incomes starting at $250,000.  HENRY’s incomes are in the top 20% of US households, which in today’s economy starts a little above $100,000.  Out of 123 million households in the US, the HENRY’s make up about 25 million of them.  Most are middle age between 35 and 54 and they’re highly educated with having spent at least 10-15 years climbing the corporate ladder.

HENRY’s are the most important new consumer segment in today’s post-recession economy and the key to marketing success. There are 8 HENRY households for every one ultra-affluent, which means there’s great potential for growth for brands.  They’re a demographic that marketers need to understand.

One point to note is that most HENRY’s are living from paycheck to paycheck.  According to a recent survey by LendingTree, 44% of Millennials earning $100,000 to $149,000 live paycheck to paycheck.  They give into buying urges and think they have to maintain a certain lifestyle. It’s a status symbol to them. Many HENRY’s are still paying off student loan debt, mortgages, car loans, however continue to purchase luxury items.

In the next 10 years, Millennials will account for a large portion of HENRY’s as they are willing to trade off earning extreme high levels of income to allow for more family time and to pursue their personal interests.   They are content to maintain the HENRY level of income and not reach the top 2-3 percent of the ultra-affluent. This is important for all brands, but most importantly, luxury brands.

Luxury brands typically focus their marketing and appeal to the ultra-affluent, however by focusing on the up and coming HENRY’s, marketers will have an edge over the competition. Brands are starting to notice that the HENRY’s aren’t just for spin off or extension brands.  They are an attractive market segment, and brands must develop relationships with this demographic today to continue learning about them as they mature.

According to Pamela Danziger, author of ‘What Do HENRY’s Want?’, “HENRY’s are the next mass-market for brands both up and down the pricing spectrum.  The fact that the middle-class has lost so much spending power, the importance of HENRY’s to mass brands is growing by leaps and bounds.”

To target the HENRYs, brands should focus on justifying the price tag.  Companies should use a value-based marketing approach that showcase the quality or superior materials of products.  They are generally practical and want to spend their money on useful items.  According to Danziger, “That’s why they spend so much on technology. The HENRY’s are willing to make sacrifices in one area to achieve a wealthy lifestyle.”

Marketers need to differentiate HOW their brand stands out from the competition. HENRY’s are not going to follow their parents’ loyalties when it comes to their lifestyles or brands. They will want their own.  Marketers need determine now how to be ready for this rapidly growing demographic and be specific in their marketing efforts to best connect with this new consumer.

 

-Brittani Vanderweerd | Public Relations Specialist

May 19, 2016

5 Facebook Tools Business Owners Should Try

 

For the majority of businesses, Facebook is an ideal platform to reach target customers. In fact, over 50 million businesses are actively using Facebook. With that in mind, here are a few Facebook tools that business page managers should be using to use Facebook more efficiently and effectively.

  1. Pages Manager Apppages icon

If you are someone who is constantly on the move or posting at a lot of events, the Facebook Pages app could be an excellent addition to your social media management system. The Pages app allows you to use Facebook as your page in a more streamlined way. It includes pages where you can publish posts, view insights, read and respond to your page’s messages, see your page’s notifications, and more. It is simple and easy to switch between pages, making it ideal for users managing multiple pages.

  1. Save Posts for Later

Every social media manager has done it. You’ve
got your posts scheduled and you run across an article that would be perfect for you page. You promise yourself you will remember it when scheduling next week’s posts, and then you forget.

Facebook’s “Save Post” feature allows you to save posts, videos, links, events, and photos in a designated area by simply clicking the drop down menu next to the post and selecting “Save post.”

To access your saved items, go to the homepageand click “Saved” under
“Favorites” on the left side. Now you have a library of usable content available whenever you need it!See Saved PostsSave PostAccess Saved Posts

  1. Audience Network Ads

If you are running Facebook ads, you should definitely consider using Facebook’s Audience Network. When you use audience network, your ads are shown on various other apps that allow the convenient and useful targeting and insights that you’ve come to love in Facebook. Big brands like Walgreens, Beats, and Coca Cola have found success on this platform. According to Facebook, the use of the Audience network increases impressions 6% – 10% per campaign.

audience Network

 

  1. Live Video Live Video

Did you know that Facebook’s algorithm favors live video over normal video? It is far more likely that a live video will appear in the news feed and Facebook reports that people spend three times more time watching a live video than a regular video. If you are posting about an event, this is great news for you! This format also works well for live Q&A. To broadcast live video, simply click on the live video icon, the one next to the camera icon, and allow Facebook access to your camera and microphone. Then you are all set!

  1. Canvas

If you are feeling adventurous with your Facebook advertising or want to do something totally innovative, give Facebook’s Canvas a shot. Canvas is an all new ad format created specifically for mobile that allows interaction and engagement like never before. Canvas allows people to swipe through images, tilt to view panoramic images, and zoon in to view images in more detail. Canvas is the ultimate way for brands to tell stories. Brands like Target, BMW, Wendy’s, and Macys are already using this ad format. Canvas ads can be created in Facebook’s Power Editor. Check out a demonstration of Canvas here.

Hopefully these tools give business owners more flexibility and creative options. Do you have questions about social media management or paid social media advertising? Give me a call!

 

-Maggie Weldin, Marketing & PR Coordinator

May 12, 2016

Marketing to Baby Boomers

Millennials. Research, blogs, and articles are never ending about this age group. I don’t think I can go 1 day without seeing or hearing the word Millennial.  They’re on the forefront of almost all marketers minds.  Yes, this is a large segment we want to capture and engage, but I think some companies are missing the boat.  A large boat with over 75 million customers.

There are over 75 million people between 51 and 69, known as the Baby Boomers, in the US.  The positive- they make up about 70% of the nation’s disposable income. The negative-most companies are failing to reach them.  In a recent survey from Influent50, half of Baby Boomers said that companies are using inaccurate stereotypes in advertising about people their age and a whopping 83 percent of them said that brands are making some kind of mistake when trying to appeal to their age group.  Ouch! As marketers, this is a huge red flag.

Baby Boomers are now redefining and reinventing life after 50.  I hate to admit it, but yes, I am a millennial and my parents are part of the Baby Boomer category.   I swear they have more active and social lives than I do!    They’re also the ones I reach out to when I need a down payment for a house or get in immediate financial trouble. (Thanks for the “loans”, dad.)  However, it’s not just my parents.  Over half of Boomers support their adult children financially at some point in their lives.  They have the discretionary incomes to be able to do this, in addition, they’re also set to inherit 15 trillion dollars.

Baby Boomers are spending money on product and services that are helping them build a meaningful and enjoyable life. They’re not sitting on their porch in the rocking chair.  Remember the movie The Bucket List with Jack Nicholson and Morgan Freeman? This is how Baby Boomers are choosing to live the second part of their life and as marketers, we need to change our stereotypes surrounding this generation. Many are switching professions to consulting and teaching where they can use their experiences to help others or becoming entrepreneurs. They don’t want to be reminded of their age, but their accomplishments and their future.

It’s vital to know what’s important to this group, as well as how to reach them.  The Baby Boomer generation are used to having one-on-one interaction. 79% of them consider customer service and not just price when making a purchase decision. Integrating a live chat feature on your website and encouraging them to ask questions through Facebook is important to gain their attention and keep their dollars coming back.  No longer are the days where they don’t know how to use computers or technology.  More than 75 percent of those ages 51-69 are on social media and 50 percent are online at least 15 hours a week.  They’re active on Facebook, Pinterest, as well as LinkedIn.  We also know that about 6 in 10 read blogs and articles and close to 7 in 10 watch online videos. Each of these need to be an important part of your integrated marketing campaign to reach this generation.

Baby Boomers are a force in spending in the US and they shouldn’t be ignored. If you haven’t considered them as part of your target market, you’re missing a huge opportunity for the success of your business.  How is your company reaching this generation?

By Brittani Vanderweerd | Public Relations Specialist

May 5, 2016

A Small Business Website Can Make a Big Impact

A Small Business Website Can Make a Big Impact

According to a GoDaddy survey, almost 60% of small businesses with less than five employees do not have a website. The survey reported that this is because small businesses see themselves as too small, they lacked technical expertise, or couldn’t afford it.

Another interesting statistic that came out of this study was that of the surveyed businesses that do have websites, 83% stated their online platforms gave them a competitive advantage over businesses without a site.

Many small businesses can be intimated when it comes to websites. They feel like the process will be overwhelming, costly and time-consuming. Fortunately, you don’t have to have a big, expensive site to have an impactful online presence.

It is true what they say in the online world, “content is king.” However, you don’t need a large amount of content to have a successful website. What you do need is quality, focused content. In a world of too much information, many people appreciate a smaller website that is clear, direct and simple.  Focusing the website content to a few pages creates a quick resource and provides a clear path to exactly what they are looking for.

In addition, most websites don’t benefit from 50+ pages to get ranked with search engines.  It is more important that it has quality content containing keyword-rich language specific to the topic of your product or service. What are your customers searching for when looking for you and your competitors? Give your customers what they are looking for and search engines will follow.

Another key to increasing your organic search is having fresh content for the search engines to index. Adding a blog that incorporates your keywords is an easy way to add new content to the website on an ongoing basis.  This also provides a perfect platform to demonstrate expertise in your area of business.

A smaller website can be beneficial to both your business and your customers. A website can be cost efficient, effective and present your company as an expert in your market.  In addition, it provides your customers the information they need at their fingertips when looking for solutions that relate to your product or service.

Think of a website as a salesperson that works for you 24/7!

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