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Mods and Rockers – making waves almost 50 years on!

The first real sub-cultures or modern tribes this side of the Atlantic!

The first real sub-cultures or modern tribes this side of the Atlantic!

49 YEARS ON TO THE DAY FROM THE MOD & ROCKER RIOTS – WHAT TRIBE ARE YOU IN??
Britain’s Mods and Rockers of the 1960s were the first real sub cultures or “modern tribes” this side of the Atlantic. These days we’re all in a tribe of some sort, – Geek Expressionistas, Fashionistas, Hipsters, Sportos, Yummy Drummies, Cyber Punks, Boggers, D4 Dollies, Rugger Buggers….the list is endless, (but its far more fun and definitely more insightful than the old ABC classifications that marketers traditionally have used to define their marketing segments).

Here at Mods and Rockers we are always on the look out for a new tribe, sub culture or segment and then we dig deeper, who are these people?, what do they do for a living?, where do they hang out? what are they listening to?. what are they wearing? where are they shopping? what are their media habits?….. the list just goes on and on. BUT by having an idea of who does what, we can help our clients talk to them. You see that’s the lovely thing about digital/online, where advertising just sends a message one way, social media “engages” and allows you to really find our what your “tribe” wants from you.

Apologies for the thinly veiled sales pitch… Now we are signing off to head to Bray for the sunny day that’s in it. We won’t re-enact the shenanigans of the Mods and Rockers as today I’m,part of the DILOK tribe, (that’s double income loads of kids ). Have fun and enjoy your bank holiday whatever Tribe you’re in! Ruairi

Eircode and Digital Marketing

Eircode has launched today and the new service is set to make life a lot easier for marketers of all disciplines.  We’re delighted to be at D02 VK80 and, even though we’re not named on the Eircode website, we know our pizza will always find us when working late.

If you haven’t done so already, we recommend that you get on to your webmaster to ensure that all address forms on your websites now include a field to capture Eircodes.

The public will take some time to adjust to these but you can help awareness as well as update your databases now by requesting Eircodes.  Why not add a little tooltip that lets your customers know where to find their Eircode?

Check out the finder here.

 

 

 

Case Study – Wild Turkey

The Brief

Wild Turkey was seeking to be established as the pouring bourbon of choice in trendy hotspots centred around south Dublin inner city. We were contracted to create a cost effective campaign that positioned the brand as a supporter of music in the area as well as driving brand awareness throughout the city by using social media, experiential marketing tactics and live music events.

Our Plan

Wild Turkey Mash! – a play on the sour mash that gives Wild Turkey its unique flavour, was a series of crowd sourced music performances combined with a viral social marketing tactics. The brand was partnered with Le Cool Dublin and Music Maker who offered editorial and social media support throughout each phase of the campaign.

The campaign was activated in three phases:

Phase 1 – Recruitment

In the initial phase, we created an engaged audience on Facebook fans as well as database of newsletter subscribers by running Facebook competitions for the product. Our developers created Facebook and mobile web apps to collect entries and create segmented databases for future communications.

We created and executed a content calendar on Facebook that injected a personality into the brand and gave it a Dublin accent by reflecting the interests of the target audience.

By combining competitions with good quality promoted content, as well as a regular and efficient advertising campaign, we created an enthused and engaged Facebook audience around the brand.

The first part of the campaign was initiated when we had a core audience of 1,000 fans which involved fans nominating local music acts for a slot on one of three Mash! nights to be run in summer 2013.

We developed a Facebook app and mobile web app to collect nominations and collect entries into a nominators competition to win the product. Entrants were given an additional entry if they shared the app to their own timelines. There was a tremendous uptake with 30% of entrants sharing the competition to their friends.

Phase 2 – The Shows

For each of the three shows, each act was filmed for the final phase for which the public were asked to select their favourite artist. We organised a series of nights in The Workman’s Club in Temple Bar for the performances which would also feature Wild Turkey sampling opportunities.

The shows were advertised by Le Cool and Nialler 9’s websites and the window of Music Maker on Exchequer street was taken over for the duration of the campaign.

We filmed each show to television standard creating processes for live sound capture still in use in the venue.

Phase 3 – The Winner

To win the grand prize, we ran a Facebook campaign which asked the public to vote for their favourite video by using a Facebook like button on the Wild Turkey Mash website.

By using the like button as a mechanic we created a flurry of social activity around the competition and drove an exponential amount of traffic organically to the promotion website. Naturally the participating bands also worked to drive their fans to the page.

The Result

By using a strong social media content plan and clever advertising spend, we ran a campaign that generated engagement with a multiple of our target and beyond what would be expected of the budget if it were simply put into advertising.
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5 Ways to Counteract Facebook’s Big Algorithm Change

Facebook’s ranking algorithm decides which posts get shown to each user in their News Feed. The algorithm has gone through some major changes in the past, but the most recent one has thrown a lot of social media marketers for a loop.

A recent article based on a sales deck sent to Facebook partners pointed out that Facebook has admitted organic reach for brands will slowly decline. According to Facebook, this is unavoidable due to the growth of the network and the amount of content being produced.

1. Don’t give up on Facebook – reap the benefits of having a Page and keep it updated

To start. The best thing to do is not to abandoning your Facebook Page altogether, as some people and brands have done already. Though it might feel like Facebook is working against you, there are lots of benefits to having a Page. Without a Page for your brand, you’ll lose opportunities to run contests, integrate Facebook apps and see detailed analytics of how people are interacting with your posts.

There are some simple ways you can make sure you’re getting the most out of your Page, simply by keeping it updated. Here are just a few simple tips to get the most out of your page.

  • Take advantage of your cover image by adding a call-to-action
  • Keep your profile image up-to-date
  • Update your short description (below your cover image)
  • Make sure your location and all of your “about” fields are filled in correctly

2. Focus more time on community building

Another suggestion would be to put more time and money into community building. Few brands answer questions and interact with users on Facebook, which is a missed opportunity to build a strong community. Fans of your brand will help you to spread the word just like ads do, and it’s worth putting your time and energy into this method of brand-building.

3. Use your profile and groups for extra reach

If you’re planning on keeping your Page but exploring other ways to reach your fans, don’t forget about your own profile. You can turn on the “following” feature to let users follow the public posts on your profile and use this in conjunction with your Page.

The number of people following you will show up in your main “about” section, under your profile picture. Profiles generally get preference in the News Feed over Pages, so this can help you reach more people.

You could also try using Facebook groups to actively reach your fans with new, regular content.

4. Keep experimenting with Facebook’s new features

The next big thing to start using is Facebook’s latest golden child—Instagram. Since Facebook wants to push users towards Instagram as it continues to grow, there seems to be slight push for Instagram posts to be prioritized.

This will change when something new takes precedence, so continually experimenting with new features or integrations can help you to keep on top of what’s working best right now.

Facebook also keeps putting out tons of new features all the time that are certainly worth checking out to stay ahead of the game.

5. Build your own platform — a marketing channel that you own

Any company whose marketing eggs are all in Facebook’s basket is probably in trouble. Especially for those brands that can’t afford a big Facebook marketing budget.

One of the ways to spread your marketing to other platforms is to build up one that you own. Here a great acronym to go by: POEM. It stands for paid, owned, earned marketing.

Every brand should have some of each type of marketing: paid ads, a platform you own, and fans that you’ve earned on social networks.

If you use all of the tips and tricks we’ve outlined, you should start to see a lot more interaction and communication happening on your brand or business page and beyond.

The Ideal Length of Social Media Posts: Less is More

We update statuses, we tweet, we check-in and we ‘Like’. These daily habits are part of most of our lives but when it comes to getting your message across online, there are certain ‘sweet spots’ that are proven to help you get your message heard.

Twitter Talk

 Let’s take Twitter for example, 140 is the maximum amount of characters any one of us can use to say something in a tweet (excluding pictures which include text.)

We all find it hard to convey many of our messages in such a short amount of space but research carried out by Buddy Media thinks we need to cut that number down even more. Their research has found that tweets around 100 characters in length or less get the highest amount of interaction:

“Creativity loves constraints and simplicity is at our core. Tweets are limited to 140 characters so they can be consumed easily anywhere, even via mobile text messages. There’s no magical length for a Tweet, but a recent report by Buddy Media revealed that Tweets shorter than 100 characters get a 17% higher engagement rate.”

 Tweets in this 71-100 character range, or ‘medium’ length tweets, received the most amount of retweets as they firstly give the original poster enough space to say something of value but still leaving space for the person retweeting to add commentary as well.

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Facebook Feedback

 Facebook isn’t constrained by this low character count but if research carried out by Jeff Bullas is anything to go by, maybe it should be. The research found that posts in this incredibly low character count range received 86% higher engagement than others.

If this character range seems too short for you, the research also found that posts with 80 characters or less received 66% higher engagement so that should give you a little room to breathe.

BlitzLocal also carried out similar research and found question posts between 100 and 119 characters received the highest amount of interaction.

So do you think you’ll be able to ‘trim the fat’ off your future social posts? Let us know in the comments below.

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How to Master the Art of Mobile Marketing

It can be quite tempting to scoff at mobile marketing and view it as another trend but one thing’s for sure: its here to stay – up to 89% of smartphone users look for information using their phone.

Customers are using their smartphones more and more and demanding mobile marketing through their behaviours, businesses are responding with mobile websites, promotions and apps but we have to ask the question, are they getting it right?

 

Since the introduction of the iPhone, Android and the iPad, mobile usage has been on the increase – over 71% of Irish people now own a smartphone according to  gaumina.ie

The term ‘always connected’ springs to mind here; more and more people are using their mobile devices for simple things such as checking work emails or for complex tasks such as purchasing a new washing machine!

 

Businesses are experiencing increased mobile usage at work and in their stores. They have made it easier for consumers to browse their products while on mobile devices and have created seamless mobile and in-store experiences. Businesses that have found success in this area have done so through mobile apps and websites that feature reward programs, reviews and an ability to pay and arrange and confirm delivery options.

 

A report by Google states that 84% of smartphone owners use their phones to help them shop while in a store; some of the customers turn into paying ones while the rest of them complete their purchases at a different store or online.

Further research findings from Google suggest that consumers who browse on smartphones while in a store purchase more. comScore adds to this research that 46% of shoppers are less likely to comparison shop when using a mobile app.

 

A growth in mobile usage has also extended beyond consumers personal lives. The lines between private lives and work lives are being erased with 41% of smartphone users and 37% of tablet users saying that they use privately purchased units as business devices.

 

Mobile usage is a concept increasingly taking over web browsing and with this businesses have a choice to make; they can choose to heed their customers’ changing behavior patterns or just ignore the elephant in the room. One point worth making is that businesses that don’t embrace the mobile era will be left behind in the dust with the desktops and Golden Pages.

 

According to Supermonitoring , 57% of mobile users wont recommend a business with a poorly designed mobile site. When businesses notice an increase in mobile visits and the corresponding increase in their bounce rate (how quickly one leaves a website) they should immediately take all necessary steps to evolve their web presence with a mobile-friendly site featuring a responsive design.

Responsive design adopts its layout to the viewing device, user agency and environment. The distilled definition of responsive design means that it will fluidly change and respond to fit any screen or device size.

 

Mobile promotions such as mobile website design include huge opportunities. One opportunity would be advertising within mobile networks and while this may sound easy it can be as challenging, if not more so than desktop pay-per-click ads.

Mobile advertising is a lot more difficult to wrangle than desktop advertising. It is constantly evolving and requires unique and intelligent mobile content. It also relies on three factors:

 

–       Location

–       Time

–       Relevance

 

Location refers to things like ‘geofencing’, which creates virtual boundaries for a real world geographic area. An example of this would be a newly opened restaurant in Malahide Co. Dublin – the restaurant wouldn’t serve ads to the entire county but it would instead use a digital ‘fence’ so that the ads only appeared when people entered within a certain radius of the restaurants physical location.

 

Timing is key! One restaurant may serve breakfast all day long – but not every restaurant in the city does! Restaurants that don’t serve 24/7 breakfasts wouldn’t show an ad for their breakfast special in the afternoon. In this case, restaurants rely on ‘dayparting’ – scheduling ads for peak hours so that ads only appeared during targeted times.

 

Relevance is the primary factor when it comes to mobile marketing. The point of mobile ads is not to create an opportunistic moment but to engage strategically, increase sales and create satisfied, loyal customers over a long-term period.

 

Another option for mobile promotions would be apps. In this case, customer behavior dictates the creation of apps. A report by Accenture states that 43% of consumers want experiences that are tailored to their needs and preferences through every engagement channel, including in-store, online and on mobile devices.

 

Landing pages, email and experiences – Working Together

Businesses need to consider mobile-only landing pages. 3.3% of subscribers will view a single email in more than one environment and 61% of users are unlikely to return to a mobile site that they had trouble accessing from their phone – they will only get one chance to get it right!

 

Mobile-only landing pages have to be simple and easy to use – they cant be the same as their desktop counterparts. Transferring content without optimizing it for mobile devices or thinking about the customers experience only results in a cluttered screen and an inability to take action.

 

The importance of mobile-only landing pages is that some contents work well and others don’t. Content that works well is short and to the point, it’s not a lengthy article or a complex form. It is content built for mobile and stripped to a most essential form.

 

Consumers and businesses alike have spoken and mobile marketing is here to stay. There are most definitely some challenges ahead but a lot of marketing methods present challenges.

To be successful, businesses have to understand their customers much more deeply than they may have had to in the past. They must also recognize that their customers are ‘on’ anytime and anywhere. If businesses want to attract new customers and hang on to their old ones they will need to start residing where their customers are and that is in the land of the mobile.

Twitter and Tamagotchis

Tamagotchi_0124_ubtRemember those horribly needy virtual pets from the 90s that sought to impart the responsibility of parenthood to children but instead created an upside down population pyramid in Japan?

Twitter can be like one of those loveable Tamagotchis except for one key difference – if your Tamagotchi dies from neglect it won’t affect your bottom line…

 

I came across this website that is running an exemplary Facebook campaign for a product they won’t have back instock until March.

In keeping with the fashion of the day their website has a live Twitter feed.  Unfortunately it’s displaying tweets from a lot of irate customers who are seemingly being ignored.  The €0.47 they’ve spent on my Facebook click has now been wasted as I see that they don’t have the product and they frankly don’t seem to care.

If you are going to put your business on Twitter you might try a Tamagotchi first.  They’re both needy electronic distractions but if you don’t engage your dissatisfied customers it’s your sales that will wither and die rather than a poorly drawn LCD monster…

 

CHARGEKEY   Lightning Cable, Key Sized

 

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Facebook – A Crash Course

We all love Facebook don’t we? Well here are a few interesting facts we bet you didn’t know!

On average, a Facebook user’s News Feed is filtering 1,500 possible stories – however, after the Facebook News Feed algorithm does its job, only 20% of these 1,500 stories actually land on a users feed!

Our profession, by nature needs to ensure that any content we post falls into this 20%. The best way to do this is not by finding spammy ways to get through to people but by understanding how to deliver the message to the right people at the right time – not always an easy task!

A business strategy should be focused on creating content that Facebook users find entertaining, helpful or valuable.

This year Facebook CEO Mark Zuckerberg announced a huge change to Facebook’s News Feed – the biggest change in its seven-year history. He put it as Facebook giving the world the best, personalized newspaper.

With this in mind, Facebook was given a makeover comprised of three major parts:

–       Visually engaged stories

–       Choice of different feeds

–       Mobile consistency

In terms of visually engaging stories, Facebook claim to understand the growing visual world and the first thing one notices about News Feed is the obvious enlargement and enhancement in the way visual content is displayed. Photos uploaded to ones News Feed are much larger than before and the purpose of this is to put spotlight on each user page.

Being able to choose between different news feeds is inspired by the idea that peoples news feeds should include a mix of stories from friends and family as well as news and information from businesses and the pages of public figures. There are a variety of news feeds users can create and follow including: News Feed, Most Recent, Close Friends, Music and games.

Facebook now has the same look across all devices, mobile, tablet and web creating a simplified and unified experience. Most important is that the left hand menu is accessible on all devices and its simple to navigate to the top of the news feed when you notice new stories have been posted.

How does Facebook decide what content appears in user’s News Feed?

Facebook have only recently announced that they would be sharing how content appears in a user feed on their Facebook for Business blog.

Facebook’s algorithm, EdgeRank, figures out which posts a user will be most interested in seeing. Its comprised of three elements

–       Affinity. Depends on how closely a user is tied to the person creating the content.

–       Weight. This is the value given to the comments and actions any given post receives. As the post is ‘Liked’, commented on, tagged etc it gains more relevance to the Facebook community.

–       Time Decay. Exactly what it says on the tin. The decaying value of content as time passes.

As I mentioned earlier, the average Facebook user has 1500 stories a day that could flow through their news feed. Sifting through these, Facebook presents about 300 of these stories. There are a number of ways Facebook handle this,

–       Facebook take a look at the last 50 people you interacted with and show some of their posts on you feed.

–       When one of your friends posts a lot of stuff, you’ll be able to see these posts in chronological order. This hasn’t been finalized yet as Facebook still comes to terms when to apply this and when to not to.

–       Stories you might have missed are bumped back up to the top of your news feed so users wont miss important information. Since this tool was introduced, Facebook have noticed greater engagement with users 5% more likely to engage with a post from a friend, and 8% more likely to engage with a post from a brand.

–       Actions such as liking, commenting and sharing contribute to whether content will appear is a users feed. The more users who like a post, particularly users one is friends with, contribute to the likelihood that a post will appear in your news feed. On the other hand, Facebook is less likely to show a post that has been hidden or reported by others.

–       Content one has posted in the past can be tracked by Facebook and is then presented on ones news feed more frequently. If one comments on photos on their feed more often than video updates then Facebook will show more photos in your feed.

With all this in mind, here are a few tips to help businesses land in their users news feeds:

  • Research from HubSpot shows that photos on Facebook generate 53% more likes and 104% more comments than an average post. With this in mind, it is a better strategy, where possible, to use photos to promote content and links.
  • Plan photo-focused ads. Previously posts with links primarily showed meta titles and descriptions, the new News Feed magnifies images and provides a better summary of the content. This leads to the conclusion that ads will soon begin to appear in a similar fashion. Important to note is that visuals used with advertisements should be strong; it is not enough to have persuasive ad copy anymore.
  • After the launch of Graph Search, Facebook equipped itself with the ability to search for content based on location. These visual changes make ‘check-in’s’ more visible on the News Feed. By encouraging people to check in to your business, this is creating more ways for people to see your business. This could be further accomplished by offering deals to the most frequent visitor, via check-ins, to your business, similar to the FourSquare approach.
  • The new Facebook News Feed allows users to see content posted only by their friends so this means that even if they like your business page, they might never see your posts because they have filtered them out by only looking at content from their friends.

A solution to this is to focus on your customers and evangelists (lovers of your brand). These people find you remarkable and share your updates among their Facebook friends – they will be instrumental in your success on Facebook.

  • Finally, companies need to create more compelling content. It’s in a companies best interest to use Facebook as a way to promote more public-facing content, ie Blog content. This will help to get your best content more viral reach. Unless your content stands out from the crowd in terms of value and interest, it wont gain the visibility or virality it needs.
    Content creators need to work hard to create remarkable content that is shared widely.

 

SEO – It’s more of a human issue than a Mathematical one!

Why don’t I rank higher on Google?  It’s often one of the first questions we get from clients.  Some of these clients had previously ranked higher but are now slipping down the rankings and the answer to their question is often that they treated SEO as a mathematical task not a human one.  The client feels that that it did an SEO job on the site and thought it was sorted – Wrong!

You see old style SEO, as we know it, is dead!  Controversial eh? We’re not trying to be controversial for the sake of it, but we would contend that the old mathematics of increased back links and stuffing keywords is now a target for Google to identify your site and often bury it in the search results.
SEO is no longer just a mathematics process; it’s a dynamic human one. Social indicators are becoming key to ranking and link algorithms are being retired. It’s time to “get busy with your words” and social media marketing.

 

Of course we would say that because we’d love to help you with your social media marketing but here’s a few free tips to get yourself started:

-Don’t just send your press releases to your selected media; use press release websites to distribute them.

– Get a bit busier on your Facebook and make it engaging, use your page to canvass opinions and interaction by posing questions.

– Increase Twitter followers, follow other Twitter accounts, etiquette means they will often follow you back.

– Create a YouTube channel if you’ve any video to distribute, it doesn’t have to be ‘Spielberg’ standards but try and make it interesting and relevant to your business.

– If you draft e-zine articles submit them to sites like Ezinearticles.com

– Create a Google+ page for your business

– Blog!

– Complete a bit of Competitor Analysis; what are they doing that you like?  Replicate the activity but in your own distinct company style.

-Use Google Analytics.
  Remove bad links

 

Sounds interesting? We have a FREE social media marketing assessment we launched in the Sunday Business Post here.  Have a look at it and drop us a line and we will be delighted to have a look at things for you.

 

ruairisig

Prepare Your Brand For Google Glasses and Goggles

When the iPhone brought the mobile web fully mainstream it caused a panic that still rumbles on. Many businesses’ websites were not optimised for the smaller resolution screen and many that relied on Flash were unreadable. The next potential disruptor for your online strategy is Google Glasses. Interest is high in the new device but many of the technologies we can expect from it are already out there, such as the ability for users to simply stare at a product or brand and be presented with a web search around it

Ever heard of Google Goggles? Google Goggles recognises brands and images using a smartphone camera. The technology behind Google Goggles is an easy fit for Glasses. There are other apps in the various app store that accomplish the same thing – point your camera at anything be it an ad, a sign or a glass of orange juice and the device will identify the object and bring up a range of links.

Google Glasses, Google Goggles and Your Brand

Essentially what all this means is that you can both prepare for Google Glasses and other devices your customers will be using very simply. We’ve a couple of practical suggestions for you to pass on to your Webmaster or SEO contractor below. The Google Glasses are just the tip of the ice berg in terms of the type of technology that is coming to the mainstream. They might seem a whacky concept now but a phone without buttons might have seemed a little bit nuts six years ago.

 

What You Need To Do

As part of your ongoing SEO you will have optimised the images on your website to be searchable semantically and syntactically. This is achieved by putting them in context on the page and filling in the all important ALT tag. As well as helping those who are visually impaired by having their computers recite the description of the image, the ALT tag helps search engines “know” what is in your image. An audit of how your logo, products and brands appear and the context around them is your first step.

 

Alt tags also enable satirists when pillorying Taoisigh

Alt tags are sometimes abused by SEO minded satirists as this Google Image search for Enda Kenny demonstrates

QR Code Quick Fix

As apps like Goggles can read QR codes these can provide a way to own a visual scan of your product. QR Codes can be as discrete and colourful as you choose and still function. If there’s a sharp upturn in search via visual search apps and devices a roll out of QR codes can help you “own” what the user “sees” when scanning immediately.

What You Need To Ask Your Webmaster and SEO Expert to do

  • Semantic File Names On Your website – a very elaborate way of saying name your logo and brand name in the corresponding file names on your website.
    So if there’s one file called lgov3.png all over your website maybe call it “YOUR_NAME_company-logo.png” instead.
  • Rel tags – rel=”logo” is a proposed standard for telling the visual web about your logo.
    Google are frequently ahead of the curve on such clever ways of quantifying things for machines so it would be worth taking five minutes to ensure your using the tag in your website header.
    For full info on how to define your logo with the Rel tag follow the instructions here.
  • Tell Google – Might seem obvious but make sure you have your Google Places and Google Plus pages sorted out with your logo in situ
  • Get your products on to Google shopping – for retailers this will be a must and will give your listing preferential precedence over other listings.
  • Alt tags – Make sure alt tags include semantic statements identifying brands and logos as they appear on your website.

Ultimately we suspect that Google et al will come up with other clever ways of identifying brands and their associated websites. As always it’s always better to make things easier for Google by following the steps above so that you’ve got the competitive advantage when your customers scan your brand or products with the gadget of the day.

 

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