The State of Enterprise Social Marketing

Spreadfast and Forrester recently launched The 2014 State of Enterprise Social Marketing Report, researching how some of the world’s largest company organize, plan and execute social marketing effort. Here are some take-aways from the report:

Social Media – A Growing Priority
69 % are increasing staffing for social marketing in 2014, and 68 % are increasing their social marketing budget compared to 2013.

69,4 % believe their organization prioritizes social basted on how effort are organized and executed.

Measuring What Matters
Nearly 3 out of 4 measure the business value of social marketing, reach and resonance being the top two measuring areas. However, the measuring areas are not static, most ( 73 % ) also state that they are constantly evolving and defining best practices.

Social Means Building Awareness
“Building Brand Awareness” is the most frequent main business goal (39 % of recipients). Somewhat surprising, only 3 % answered “Provide customer services”.

Social – An Integrated Part of Marketing
Two out of three (66,9%) are integrating social with broader marketing efforts.

Nearly a third allotted between 3 % and 5 % of total marketing budget to social marketing.

Snapshots from Smögen

I spent the weekend in Smögen, a lovely small-town on the Swedish west coast. Here are some of my shots and tips for what to do in Smögen:

Visit the Harbour of Smögen…

… and admire the colorful boathouses

In the summer, you can visit the local whisky brewery and sample Swedish whisky as well.

Go for a hike…

… and take in the stunning sea view

Spend a day at sea…

…learning the secrets of catching lobsters from the local fishermen

Experiences the lobsters up close on a lobster sighseeing

Check in to the historical Smögen Havsbad Hotel….

…and enjoy a tasty dinner at the historic Smögen Havsbad Hotel,they serve excellent seafood and delicious desserts.

Miss this place already! ❤

Say Hello to Ello

Ello is the New Kid on the Social Media Block, and it is quite the mix of new and old. I get the same feeling as when I signed up for Twitter and Facebook back in the days, the feeling of not quite knowing what it is, or how to “behave”.

What is Ello today?

Currently in Beta, invite-only (every user gets 25 invites – give me a shout if you want one!). Ello mixes features from many of the popular and well established social networks, you can @mention others, divide the people you follow between “Friends” and “Noise”, post all sorts of content, be anonymous if you like. And the key differentiation – the promise of being (and staying) completely ad free.

What can Ello be?

We believe a social network can be a tool for empowerment. Not a tool to deceive, coerce, and manipulate — but a place to connect, create, and celebrate life. (Part of the Ello Manifesto)

According to this Ello post, many new features are in the loop. Such as: Private messages, a Love(!) button, the option to add videos, a repost-feature and so on. A paid version with more features is also likely.

Can it be the new Facebook? Will it be a real competition?

Some complain about Ello being over-hyped, not offering anything new, that it is certainly not Facebook nor can it compete. What they seem to forget is that Facebook has not always been like it is today, like every other social network it has evolved and changed over time (and still does).

Surely, Ello needs to differentiate itself more from other networks, gain a solid user base, come up with (or communicate) a plan for how the network can get by while staying ad-free and without selling user data (and make a mobile app, please!). But Ello is still in Beta, and while the features today are somewhat limited, I like the concept and Ello’s vision, and am excited to see what happens in the months to come.

What do you think? 

 

Are you on Ello?  Say hi here: ello.co/mariannemixi

Want to know more about Ello? Check out Ten Things to Know About Ello

Snapchat Marketing – A 3 Steps Guide

Today’s marketing is about reaching your audience on their terms and where they are. Considering this, Snapchat might be an excellent marketing channel for some brands (check out my previous posts – Snapchat Marketing and Snapchat – The Next Big Thing? )

Snapchat is fast growing, but the marketers are not giving it the attention it deserves: In Norway, 50 % of all smartphone owners use Snapchat, while the number of marketers using SnapChat (world-wide) is 1 %!

(more stats follows below)

Inspo: The Norwegian edtion of “Paradise Hotel” uses Snapchat to give back to their most dedicated fans. Screenshot from kampanje.com

Here is a quick 3 steps guide to marketing with Snapchat:

1: Get started – Research and strategy

First, do the necessary research – who is your target audience? And is it likely that they are using Snapchat?

Some useful stats:
– US: More than 26 million users
– Norway: 50 % of all smartphone users use Snapchat
– 70 % of users are female
– 400 million snaps are sent every day
– Percentage of Marketers that use Snapchat: 1 %

More stats are available here: By the Numbers: 23 Amazing Snapchat

If the stats match your target audience, then you can start crafting your Snapchat marketing strategy.

Consider things such as:
– What are your main target(s) and goal(s)?
– What content will you be sending out?
– What do you hope to get out of it?
– How will you use the responses you get?
– How much time do you plan to spend on this activity?

2: Get the word out
Align the snapchat activities with your other activities. Mention your Snapchat username on your blog or Facebook page, encourage your fans to add and connect with you using Snapchat.

Remember to adapt a voice / language suitable for the media and the target audience in your snaps.

3: What is in it for them?
Make sure to mention if / how you’ll use the Snapchat messages you receive. Is there any reward or benefit for sending you Snaps? Will they receive a discount coupon back (on Snapchat of course, get access to exclusive content or sneak peeks first, or will their pictures be featured on your blog or Facebook page?

Don’t underestimate the effect of showcasing the contributions you’ll receive. Most people like getting recognition by brands they like.

Inspo: Music Angel (mobile speakers), take screenshot of some of the snaps they receive and feature them on Facebook. Screenshot from Music Angel Friendz Facebook page

For more inspiration, check out: 5 Creative Ways Brands Are Using Snapchat

What would make you interact with brands on Snapchat?

Summer and Social Media

Summer is here (yay!) and for most of us, this means vacation time too (double yay!). Before going away, I spend a lot of time researching what to do, see, eat, buy at my upcoming destination, the last couple of years my favorite source of information is social networks and my connections there.

One of my favorite weekends away, was when I was going to Copenhagen, Denmark last fall, and asked my Instagram and Twitter feed what to do there.

Køben neste! Noen som har tips til noe vi absolutt må gjøre/se/besøke/spise der?:-)

— Marianne Granum (@mariannemixi) October 24, 2013

I got so many great suggestions – dining places, must-sees, book cafe’s, best coffee, best view, (@XCEriksson even sent me his personal map with all his favorites), and could almost have spent the whole time there doing things suggested to me!

Check out my Snapshots from Copenhagen

(P)inspiration
Another go-to source is Pinterest. I love love love to look up my destination (or the dream destinations) and pin away.

Check out my previous post: Pinterest Travel Inspiration

Social Shaming
Another thing social networks is good for, is social shaming, and vacation time is no exception. Have you ever been frustrated by your fellow travelers carry-on luggage? Well, then the hashtag #CarryOnShame is for you!

Digital Detox
Instead of posting #InstaGo photos, checking in to Foursquare and sending Snap’s of everything happening during the summer, vacation can also means time to unplug and log-off for some. Maybe it’s time for a digital detox?

View this post on Instagram

A post shared by Marianne Granum (@mariannemixi)

I’m goin’ to Miami
As for my summer vacation this year, I’m going to MIAMI ( tipple yay!) followed by a cruise in the Caribbean sea. While the cruise days almost plan them self (Hello sundeck), I’m super-grateful for any recommendations for things to do / see / visit / eat / but in the Miami area! 🙂

Where do you get your vacation inspirations?

Instagram downtime – What to do?

As many of you propably noticed, Instagram had some problems earlier today. Many users (me included) could not post content or view the latest content posted by others.  It´s in  times like  this, I realize how addicted I really am to Instagram!

Here´s how I (tried to) go by without Instagram:

1 .Closing the app (- no effect)

2. Signing out of the app (- still no effect)

3. Turning off my phone (- nothing)

4. Deleting and re-installing the app (- still nothing – at this point I`m getting really upset – after all I do have photos of my cat, my food and skyporn to post!)

5. Check Twitter to see if I’m the only one to have problems (- Discover the #InstagramIsDown hashtag, and somehow feeling a little better)

6. Googling for answers (- not found)

7. Complaining on Twitter (- like everyone else)

8. Ending up uploading a photo of my cat and me to Twitter (- hashtagged #Selfie – which surely cost me some Twitter followers)

9. Hanging around at EyeEm (- for like 5 minutes…)

10. Instagram working again (- YAY – posting photo of my cat)

 

How did you survive the Instagram downtime? 🙂

BIEK Give Away – Status update

As mentioned in the Instagram Give Away: BIEK! blog post, I´m hosting a give away with BIEK.

Here are some of the contribution I´ve received so far. See more at tagboard.com

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Big thanks to everyone uploading their freedom photos to Instagram using the #MixiGiveAway hashtag! 🙂

And remember, there is still time to enter! Winners are picked on Monday (24th of March)!

#TemaTøyTirsdag

Flette er en favoritt, både på #TemaTøyTirsdag og ellers

Jeg og min kollega Marthe har ganske lik klesstil, og kommer titt og ofte opp på jobb i samme topp, jakke eller med samme hår-frisyre: Om jeg f.eks. får det for meg at jeg skulle flette håret en dag, kan du banne på at Marthe har tenkt samme tanken, og vi begge møter opp med identiske fletter i håret! 😀

På jobb blir det spekulert i om det er planlagt, og vi får ofte spørsmål om vi har avtalt antrekk på forhånd, der vi står med tilnærmet lik hvit blondetopp, jakke med paljetter, mørke jeans og ankelstøvletter. I begynnelsen var det faktisk helt tilfeldig, men i det siste har vi begynte å leke oss, med noe vi kaller tirsdags-utfordringene, (eller #TemaTøyTirsdag som vi fant ut at Instagram hashtaggen måtte bli 😉 ).

“Blazer-tirsdag” ble selvsagt dokumentert med en selfie! 😉

Konseptet er enkelt – hver tirsdag velger vi et tema, i form av en stil eller et plagg, som vi så begge møter opp i. Det kan være så enkelt som “blazer-tirsdag”, “fargerik bukse-tirsdag”, eller den litt mer dristigere “styggfin kjole-tirsdag“.

De fleste kjenner vel til følelsen av å stå foran et klesskap som bugner over av kjoler, jakker, topper og jeans i alle farger, fasonger og stiler, og fortsatt ikke finne noe å ha på seg? Det blir ofte til at man tar på seg de samme antrekkene igjen, og igjen, og igjen. Mens den freshe jakke man bare “måtte” ha, blir hengende.

Uvanlige komboer kan også utgjøre en #TemaTøyTirsdag utfordring

#TemaTøyTirsdag handler om å utfordre seg selv litt, tørre å ta på den styggfine kjolen ut på vift, pynte seg litt ekstra en vanlig tirsdag, eller bruke anledningen til å eksperimentere med color-blocking for første gang. Tryggheten ligger i at flere møter opp i samme stil (selv om vi har hatt noen nestenkriser – som følge av blant annet ødelagt glidelås og barnebleier på avveie! 😉 )

I morgen feirer vi vårens ankomst -tema for ukens #TemaTøyTirsdag er shorts! Har du lyst til å bli med, er det bare slenge ut bilde på Instagram og altså bruke hashtaggen #TemaTøyTirsdag!

Instagram Give Away: BIEK!

Photo: Dina Patey

(English text below)

Jeg har vært så heldig å få muligheten til å arrangere en give away på Instagram i samarbeid med BIEK.

Jeg falt for BIEK-produktene jeg nå deler ut i det øyeblikket jeg fikk se de – både produktene og innpakningene oser luksus og kvalitet! Og BIEK har en ganske spesiell historie, som gjør produktene ennå mer aktuelle i år:

“For 200 år siden ble den norske grunnloven skrevet og Norge erklærte seg uavhengig fra Danmark. Originaldokumentet, selve Grunnloven, var et spesielt falset papir med BIEK vannmerke, 380 millimeter ganger 315 millimeter. 

I 2012 gjenoppstod BIEK® i Norge, denne gang som et selskap som designer og produserer høykvalitetsnotatbøker samt annet tilbehør for jobb, reise og læring.”  (Les resten av BIEK-historien her)

Hva kan du vinne?  

Office Notebook, black

iPad Sleve, black

iPhone Sleve, red

A4 Document Folder, red

Passport Sleve, red

BIEK-produktene kan også kjøpes på Nasjonalmuseet, i Operabutikken, hos Illum og på www.biek.no, om du ikke skulle være så heldig å vinne de da 😉

Hvordan kan du vinne?

Legg ut et (eller flere – du kan vinne flere ganger!:-) ) bilder som symboliserer frihet for deg. Det kan være alt mulig – en kaffekopp før alle andre har våknet, en joggetur i marka, en levert eksamensoppgave – Her er det bare å la fantasien og kreativiteten løpe fritt!

Legg til hashtaggen #MixiGiveAway og nevn meg (@mariannemixi), skriv gjerne også hva du aller mest ønsker å vinne! Vinnerne trekkes om to uker – mandag 24.mars.

LYKKE TIL!! 🙂

The document folder is amazing – it even matches my necklace 😉

Information in English

I´m hosting an Instagram Give Away with BIEK – a Norwegian quality brand designing and producing luxurious notebooks, work and travel equipments.

What can you win?
One of the following items can be yours! 🙂
Office Notebook, black , iPad Sleve, black ,iPhone Sleve, red, A4 Document Folder, red, Passport Sleve, red
 

How can you win?

Take a photo of something that symbolizes freedom to you – it can be anything – Enjoying the first cup of coffee in the morning before anyone else is up, finishing a workout or turning in a big assignment. So get creative! 🙂 Upload your photo(s) to Instagram, add the hashtag #MixiGiveAway and mention me (@mariannemixi).

You can enter as many times as you like, the give-away ends in two weeks: Monday March 24.

GOOD LUCK!! 🙂 

A/B Testing

Illustration by Experience Soluttions

Last week I attended a breakfast seminar on the topic of Web A/B testing , hosted by Increo. Here are some of the take aways from the event:

WHAT is A/B testing?
A/B testing (sometimes called split testing) is comparing two versions of a web page to see which one performs better. You compare two web pages by showing the two variants (let’s call them A and B) to similar visitors at the same time. The one that gives a better conversion rate, wins! ( Definition from: https://visualwebsiteoptimizer.com/ab-testing/ )

WHY A/B testing?
A/B testing is an easy way to maximize your web results. Colors, placement, size, text and so on, can have a big impact the converting rate ( Conversion rate- how many of your visitors that complete the “goal” you’ve set for the web site devided by the total number of visitors – A conversion is a goal / purpose you set for your web page. It could e.g. be downloading a whitepaper, buying a product from your web shop, register for your newsletter or signing up for your event).

Useful tips to get started:

Baby steps

Test small differences (If you change everything, you won´t know what gave you the increased effect!)

Take your time

To get the most accurate results, a significant number of web visitors are needed, and you should spend 1 – 2 weeks to testing before evaluating the results.

Less is more
The Paretto Princippal ( or the 80/20 rule): 80 % of the content on your web page is unnecessary, while 20 % is crucial. Solutions: Limit the content – get better results. Use A/B testing to see what parts of the content you can/ should remove and what parts to keep.

Hick´s law:  More options increase the web visitors decision time, and also increase the risk of them leaving the page without completing their task. Solution: Try remove some of the options.

For instance, a customer of Increo removed a section showing similar products to the item the visitor just added to their shopping cart, and experienced a significant increase in the number of customers that completed their purchase.

Size matters
Fitt’s Law: Objects that are fare away from the center of the screen ( where the visitors eyes mostly points) get less clicks. And bigger objects (banners, buttons, fonts) get more clicks than others.

Solution: Try increasing the size of the content you want to highlight and place it at the center of the page.

Push my (red) buttons
The color red might trigger some assotiaons to “Stop”, “Danger” for some people (me included), but the fact of the matter is that a red “buy now” or “register here” button generates more click-actions than any other color (tested by Increo and their customers)!

Other colors that typically also trigger web visitors attention are blue and green

Useful tools to get you started: 

Unbounce

Google Analytics Content Experiment

Optimizely

Campaign Monitor (For A/ B testing of  Newsletter / eDM subject lines, sender, design. I´ve used this a lot – and love it! :-))

Visual Website Optimizer has a lot of great resources on A / B testing.