Want to learn how to market to the movers and shakers, the trend setter – the elusive 20 something year old? Who better to tell you than Ethan Dennett – the 20 year old member of the Stikky Media team. Read on for GenZ marketing tips and considerations for reaching this unique audience – in Ethan’s own words.
The modern advertisement industry started in conjunction with the development of modern psychology. The idea that the average person could be suggestible enough to buy a coca-cola was groundbreaking to advertisers.
How to reach young trend setters on social media – without annoying them
Today, one of the hardest markets to advertise to is the trend setters. Young people in their 20s who are members of Generation Z have already experienced intense marketing, and are very able to identify marketing techniques. We have been advertised to our whole lives; lots of young people can view certain ads as offensive. I’ve heard friends say: “How dare Company A think they can psychologically manipulate me! I won’t be using their products anymore.” It’s not only becoming harder to break through the mess of ads these kids see daily, but it’s becoming easier to piss them off with too personal ads. It’s not a good business decision to spend money on losing customers.
Still, you have to consider that people don’t want to be advertised to. During the holiday season, Google ramped up its ads for the Google Home Mini. I hate these ads with a burning passion. It feels like the voice was digitally altered to pierce my thinking. Naturally, every time I hear it I immediately turn the volume off on my computer. Google wasted a lot of money on me this season.
Be honest and upfront – or risk getting mocked
So, where does this leave us in our quest to reach the young market? It leaves us walking on eggshells. That is my first piece of advice – young people are much more perceptive than their parents, and they will see through basic attempts to “fit in.” There’s actually a subreddit (r/fellowkids) making fun of companies that fail to be “fellow kids” in a guise of advertisement. If you want to reach these young people, your ads need to be honest and upfront; you need to walk on eggshells.
Choose the right social media platform – it may not be what you think
My next marketing tip is to consider what platform to use. You probably only thought about either Facebook or Instagram – and if you did, you’ve failed at being a fellow kid! Young people today really don’t care about Facebook or Instagram like they did 5 years ago. The age of showing off and putting up personal posts for friends to see is over. Young people mostly hate how their friends act on social media, and thus turn to another site: Reddit.
Think communities, not image filters
Reddit should not be considered traditional social media, because it’s not. Reddit is about communities and individual interests, it’s not about how cool you look with that blue filter. It’s a very personal site, that is also very anonymous.
It’s a very fine line between what is a normal ad and what is personally invasive. For example, I follow a page called r/digitalnomad, and I just saw an ad about being a digital nomad. I can live with that, after all it’s not hard for the company to choose to advertise to users of the page. What I don’t like to see is my search results showing up. I looked on Facebook for headphones over the holidays, and now my Reddit feed is filled with headphone ads — not cool.
What really matters when marketing to GenZ?
There’s a difference between effective and non-effective advertising. The difference is solely in how the consumers perceive your ad. You don’t want to sound creepy and you don’t want to show up on r/fellowkids. Basically, you want to let the consumer feel in control. I am in control of whether I follow r/digitalnomad and get likewise ads, but do I want to be repeatedly advertised to after looking for Christmas gifts once? No, ads like that make me feel out of control and misunderstood.
Understand which approaches work – and which are too transparent
My recommendations are to throw away some of the traditional psychological approaches in your ads — the odds are that young people won’t fall for it. If you want to reach young people it’s very easy. Advertise on Reddit and be honest. We love that site, and we understand that advertisement is needed to keep the site running. Young people will be receptive if they feel good about your method.
For example, I’m a huge cyclist, and bike to work everyday. Not once have I seen a bike advertisement on Reddit, so how could I best be advertised to? I would not respond well if I left a comment on a post about pedals and started to see ads about pedals. However, because I follow a couple bike pages, I know I’m going to get ads. If you were to reference say r/bikecommuting in the ad, I would feel much better about the pedals, and why you think I might want them.
What I’m trying to say, is that the consumer today wants to know why they are being advertised to — they want clarity. If you can find your target demographic and honestly present your product to them, and the product is good, we’ll buy it.
Ethan Dennett is an account manager at Stikky Media. He enjoys helping our clients exceed expectations on their digital marketing campaigns. If you need help reaching GenZ or any other audience through digital marketing, contact us.
An active Facebook page creates opportunities for new people to discover your organization, and can serve as a path for connecting subscribers with new content being offered by your organization. People who “like” your page may see your posts in their News Feed when they visit Facebook. They can then like and share your posts with others, distributing your message to those who are not currently part of your page. At the very least, a business-centric Facebook page can contain contact information allowing visitors to find your online presence and store.
When to Use a Facebook Page?
A Facebook Page is ideal for organizations wishing to expand and connect with the ever-growing global network of Facebook users. For many non-profit organizations, having a single Facebook page helps people find, and stay up-to-date with, a unified voice and message.
What is a Facebook Page For?
A dedicated Facebook page can inform visitors of your organization’s message, relevant news items, developments within your organization, new products, and links to news items of interest to you and your subscribers. It allows you to respond in real time to developments around the world — offering your thoughts, opinions, and reassurances on a variety of subjects.
We Have a Page, Now What?
Creating a business-centric Facebook page is simple, as it only requires the following:
- About – Give people a quick preview of what your organization is about and what its message is.
- Profile Image – Help people recognize your organization when they receive a post from your page in their News Feed.
- Videos – Present infomercials, advertisements, personal messages, breaking news, and the like in either in audio-only formats (thus preserving anonymity) or in full audio-visual releases.
- Events – Your page is a great way to direct visitors to an online calendar that indicates when major events involving your organization will occur.
- Notes – A section that can be used for longer messages or statements.
Verified Facebook Business Page
If your organization qualifies, you can be eligible for a Verification Badge, which would tell your followers that any content being posted is official and from your organization itself. In addition, a verified page will show up higher in search results to attract more visitors.
Posting to Your Facebook Business Page
The primary communication channel on Facebook is through posts from your organization. This is the easiest and simplest way to contact followers. The actual posts themselves are simple to create – your updates can be about anything you think subscribers would be interested in. After you have published your post, Facebook gives the option to:
- Give Important Posts More Attention.
- Hide a Public Post from Your Timeline so not visible to the public.
- Delete a Post from Your Page.
Video on Facebook
Video posts perform well on Facebook and are an effective way to create a visual connection between the information presented and subscribers. More than 65% of all video views are happening on mobile devices as people turn to Facebook at different times and places throughout the day.
If your organization has a YouTube channel, be aware that videos uploaded directly to Facebook have proven more successful than those linked to other video players. Part of the reason is that videos uploaded directly to Facebook fill the entire width of and play directly in one’s News Feed, offering a seamless viewing experience. Directly upload videos also autoplay, making them more eye-catching than a video thumbnail. If you link to a video hosted on another site like YouTube, the link appears with a small thumbnail from the video.
Control your Facebook Business Page Content
In the Settings section, you have control over your page and the way your content appears. You have general controls for page and post visibility, whether people can post and/or comment on your page, and who can make changes to your page. You can also control the apps you use on your page, and create posts from your organization’s email.
Achievement: A Non-profit Facebook Page Success Story
Alzheimer’s Association Walk to End Alzheimer’s
Campaign Goals: The Alzheimer’s Association Walk to End Alzheimer’s is an event to raise awareness and funds for Alzheimer’s care, support, and research. The Facebook campaign aimed to recruit participants for the walk, as well as fundraising for the organization.
Impact: Using Facebook, the Alzheimer’s Association organized and rallied supporters from across the country to its yearly fundraising efforts.
The Alzheimer’s Association Facebook page directed users to the Alzheimer’s Association website in order to create awareness about the Walk. During the 2015 Walk season, nearly one-quarter of overall traffic to the Walk to End Alzheimer’s website was referred from Facebook. Facebook was a significant source of referral traffic for online registrations.
Based on anecdotal evidence, members often want to help, but do not always know , while those seeking help or additional information may not necessarily know where and how to find out it. By creating a Facebook page and offering information about specific ways members can subscribe, serve, and support your organization, they will know more, and what they can do to share your message.
If you want to do it right, social media management takes a lot of time. So much so that it’s now some peoples’ full-time job. But not everyone has the budget to hire a social media manager or coordinator; enter Social Media Automation Tools. Programs like Buffer, Social Oomph, Hootsuite and many, many more all promise to make your social media management easier, more seamless and less time-consuming. However, it’s vital to not automate everything. In this blog, we’ll break down 4 social media tasks you should never automate and why.
Social media is still social, and nobody likes to talk to a robot when it comes to developing relationships (or talking in general). Some things still need to be done in real time, by a real human. Here are some social media tasks that should be done by humans, not automation.
1. Twitter DMs
There is nothing (and when I say that, I mean it) more annoying than automated DMs that pop in your Twitter inbox whenever you follow someone new. It’s not personal, it’s not interesting, and most of all, it’s definitely disruptive. If you want to plug your Facebook page or your website, do so in public. I won’t mind if you use a @mention in your public tweet. But for the love of Twitter etiquette, DON’T DO IT IN A DM.
The issue with automated Twitter DMs is that they are neither sincere nor relevant. A DM is a special event, when someone wants to make sure I listen to what they have to say. Sharing a Facebook page or a homepage link is not such an event. Your homepage is already in your Twitter profile–I’ll visit if I want to.
Sending an automatic Twitter DM to new followers is possibly one of the most damaging things you can do to your social media reach. Very few new followers are likely to stick around if you bother them this way.
2. Every single tweet you publish
Let’s stay in the realm of Twitter for the moment. Although it’s okay to use some automation for tweets (we do it too), you should leave space for real conversation and engagement with your audience. Thank your new followers personally. Reply to interesting tweets. Share relevant content on the spot. Favourite a few things. Ask questions and keep up with the conversation. Be a human.
The trick is to find what works best when automated and what’s better to do in real time. Sharing interesting content and your own blog posts can be done with automated tools, but replying to conversations, starting them or just being in the flow needs some real, involved brain power.
3. Customer service
The reality is that most customers these days request customer service via social media. Whether it’s a tweet or a message on Facebook, customers expect an answer almost instantly.
If there’s no real person at the other end of your social media account, your customers are going to notice. Really fast. An automated “thank you for your question” is fine during off hours (as long as you announce every day that your team is offline) but anything less than “as fast as possible” for an answer is going to damage your reputation with this particular person–and everyone who follows him or her. Trust us, if you do something wrong, everyone else is going to know about it. We’re quick to complain, and very slow to praise. Customer service certainly belongs among the social media tasks that should never be automated.
4. Following and unfollowing
Some tools let you automatically follow and unfollow people based on certain criteria that you usually set yourself. But honestly, how does a tool make the difference between someone that’s worthy of following (even if they don’t follow you) and a spammy account (even if they follow you)? This applies to Twitter, Pinterest, Google Plus and even Instagram.
I like to manage follows and unfollows manually. I can assess the value of an account much better than any automated tool. It’s not only whether or not they tweet often, but what they tweet about. It’s easy to fool a tool by using the right keywords, but a human? Not so much. If you want to have real control over your network, you should keep a hands-on approach to follows, likes and circles on your social networks.
Are there any other social media tasks that you’d rather do yourself than automate? How do you feel about those who automate any of the above (or anything at all)? Is there a task that you always automate? Share your social media automation experiences with us on twitter @stikkymedia. If you need help, learn more about our social media marketing services.
Say your goodbyes: it’s now impossible to make “post by others” show on your Facebook business page timeline. We have a super popular post about how to make that possible, but it dates from a few years, and Facebook business pages have changed a lot since then.
However, we still receive questions and comments about why the advice in that post doesn’t work anymore; it’s because you simply cannot do it anymore. The new Facebook business page has a completely different structure.
But it doesn’t mean that all is lost. You can, in fact, learn how to increase Facebook page visibility and enhance reviews you receive on your Facebook business page. In this blog, we’ll explain how to make “Post To Page” more visible on your Facebook page.
What the new Facebook business page is like
Before we begin, let’s have a look at what the current Facebook business page looks like.
On the right, you have your business timeline with your posts and people’s comments on them. On the left, you have the informational stuff: People, About, Photos, etc. So basically, everything that isn’t part of your page’s timeline (basically your status updates and photo, link and video shares) is on the left.
1. Find “Posts To Page”
If you scroll down the page and look to the left, you’ll eventually find “Posts To Page” (the new name for “post by others), usually after your photos and videos. Remember that this is ALL in the LEFT column. The right column is reserved for your status updates.
This is what the section looks like:
Got it? Great.
2. Find the “Manage sections” option
You need to know where to look for this one, but here’s some help. Right to the left of the little “arrow” at the top of the section, there is a hidden pencil icon. Hover in this area, and you’ll eventually find it:
A little “Manage” option pops up. Click on it.
You’ll see another popup, this time called “Manage Sections”:
Click on that.
3. Change the position of the “Posts to page” in the right column
When you click on “Manage Sections”, you’ll see this window:
Once you’re here, all you need to do is click on the little shaded area to the right and drag the sections around to change their order. If you want the Posts to Page to appear higher on your Facebook page, simply move it up.
Note that you cannot move “People” and “About”. The position for these sections is set in stone (or code, really).
Once the sections are in the order you like, click “Save”.
Tadaa! You can now your Post by Others section closer to the top.
What do you think of this new structure? Do you think that posts to your page timeline should still be integrated in it, or is it a better idea to keep them separated, as Facebook seems to think?
If you need help with your social media marketing, contact our digital marketing experts.
We live in a pretty awesome place. There is the ocean a stone’s throw away, a beach at every corner, the mildest weather in Canada, mountains all around us, the best hiking trails in the world, some of the best food on the West Coast, and many, many other perks. But one thing that only locals know is Victoria’s highly engaged social media crowd.
Our dinner choices are fueled from blogs and UrbanSpoon reviews; our events are plastered all over Facebook and Twitter and are always full; our people use Facebook Messenger, Snapchat and direct messages on Twitter to meet each other for coffee or dinner. Hey, we’ve been named the Canadian Capital of Selfies for a reason!
In any case, once in a while, people in Victoria start community pages that take off right away. Two of these recent pages, Shit Parkers of Victoria and Spotted in Victoria, have seen fast rising memberships and participation; the Spotted in Victoria people have also opened a website to monetize the popularity of their page by selling ads.
Through looking at what these two pages do, we can learn a lot about what makes a page successful on Facebook. Here are our findings.
1. Capitalize on strong emotions
Behind the success of Shit Parkers of Victoria is the fact that a bad parking job is going to affect your own ability to park. Of course, there’s usually more space to park in, but bad parking shows a basic disrespect for the rules of the road. Basic disrespect makes people angry. If you capitalize on this emotion and post more bad parking jobs to be angry about, it’s likely that followers will share, and their friends are going to follow suit.
Shit Parkers of Victoria posts about only one thing: bad parking jobs in Victoria. The formula is simple and yet suprisingly effective. It’s the same as why pages of cute animals work so well: cuteness is also very shareable.
So, lesson 1 from these community pages is to focus on a single emotion or characteristic–anger, cuteness, etc.–around which to plan your content.
2. Use crowdsourced content
Spotted in Victoria uses another way to engage its community: by making the community essential to its success. The basic idea behind Spotted in Victoria is to anonymously share spottings of attractive people, thank employees for their hard work or otherwise send a message out to specific people while remaining anonymous.
This page quickly took off because the Victoria population is actually quite small (around 300 000 people) and it’s likely that you know someone who knows someone who knows whoever is spotted. It’s all based on the good feeling we get when we share to help other people; however, this page is only possible because people participate.
3. Post content people care about
In both Shirt Parkers and Spotted, you get content that people care about. Whether it’s outing terrible parkers and shaming them publicly or expressing attraction or thankfulness through anonymous messages, this is stuff that affects our daily lives.
If you can find an aspect of your product or service that affects your clients on a daily basis, it’s a potential angle to use for your Facebook posts.
4. Stay connected to the community
Another thing that the two pages have in common is that they are rooted in their communities. They use, and speak for, the Victoria community.
Of course, not all communities are geographical. Others are based on interest or profession. But the best Facebook pages all have a sense of community going on.
To build a sense of community, develop your content around what brought your followers to your page. If it’s a love of chocolate ice cream, use that. If it’s living in a specific town or neighbourhood, it’s easy. If it’s a certain profession or hobby, use that too. Focus on what brings your followers together rather than what you think they want to hear about.
Know the limits of Facebook
Of course, the success of your page will depend on how many factors. Some business types, like B2B, don’t do that well on Facebook since Facebook users go on there for personal reasons, not professional ones. Of course, it matters to have a Facebook page if only to claim the space and use it for SEO, but you shouldn’t put effort where it’s not going to provide any ROI.
However, if your business is consumer-focused, Facebook will most likely be an effective tool to promote your products or services, as long as:
- You capitalize on strong emotions
- Use crowdsourced content
- Post content people care about and
- Stay connected to the community
If you need help figuring out if Facebook is the right tool for you, don’t hesitate to contact us. You can also read this helpful post about the basic strategies behind every social media channel.
Lent is a 40-day period during which practicing Catholics give up something–usally a bad habit like smoking or drinking–to commemorate Jesus' 40 days of fasting in the desert.
But it's not just good for individuals. As business owners doing internet marketing, we can also develop bad social media habits. Want to give up something for Lent? Start by these less than desirable things we do on Facebook and Twitter.
1. Stop shilling on Facebook
Facebook may seem like a great place to promote or sell your services, but doing so insistently (or "shilling") will only drive followers away. Remember the social media mantra "People connect with people" and start behaving like a person instead of a business. Share employees' good news. Post pictures of your office. Ask interesting questions. You can even find ways to present a new product or service without making it look like an advertisement.
2. Stop Retweeting
Although retweeting can help spread a piece of content, a timeline that is filled with only retweets is not very attractive to new followers. Again, "people connect with people", and followers want to connect with a real person who has thoughts and emotions. Use Twitter to spread your brand's personality around, not other people's. And if you absolutely must retweet that piece, add a personal comment to it.
3. Move one-on-one conversations away from Facebook comments
This happens more often than you think, especially in customer relations. People are not interested in reading about how you're going to solve a client's problem. Whenever a Facebook comment risks pulling you into a long conversation, provide a contact email to move it to a more private space. Fans will thank you for it.
4. Stop using so many hashtags
Sure, hastags are useful to put a tweet in context, especially during major events. However, hashtagging every word from your tweet not only makes it unreadable, but it also makes you look like you can't formulate a coherent thought. Also, it's totally unethical to use popular hashtags that are unrelated to your business for promotion purposes. People pick up on it… and then pick on you.
5. Stop pre-programming your social media updates
Sure, it might seem useful to program Facebook and Twitter updates ahead of time, but you end up looking really insensitive if something major happens. On the other hand, taking advantage of timely events (as long as they're not tragic) to promote your products or services can work really well! Follow Oreo's example and tweet appropriately!
So, which of these bad habits are you willing to give up for Lent? Share your thoughts with us!
Remember when event notifications used to be fun? When they were real invites to real events you actually wanted to attend? With people you liked?
When done right, Facebook contests are a fun and relatively easy way to expose your business to the masses. But how do you do them right?
As you’ve probably heard by now, Facebook quietly pulled an email switcheroo. They disabled your primary email address and replaced it with an @facebook.com address, which you probably never even knew you had.
The world is outraged at this unforeseen (and unannounced event), but it’s really the least of your worries. Facebook is full of unwanted default settings that threaten your privacy and your peace of mind.
Wondering why your Facebook page isn’t performing well? The answer may lie in an unexpected place: search engine optimization. Read on to learn how to optimize your Facebook page.
Facebook pages are a great way to promote your business online, but only if you can be found. Luckily for you, Facebook, in partnership with UK-based marketing agency Distilled, just released a neat video that shows you exactly how to boost your Facebook page ranking in search engines. Aimed at business owners, not SEO masters, the video gives an overview of what search engine optimization actually is, and lays the groundwork for more traffic, more likes and more online success.
The video is a little long, so here’s a breakdown of the key points:
1. Include keywords.
Search engines rank websites on extremely complicated algorithms, but one thing’s for sure: The top-ranked websites contain the key search phrases people are looking for. This principle also applies to Facebook pages, so make sure your page contains the appropriate search terms. The best place to put them? The ‘About’ section. Fill that space with keyword-rich info about your business, such as your services and location.
2. Choose an effective user name.
Usernames are all about balance. If you choose an obscure name, nobody will be able to find you. And if you choose a name that is too specific, users will be less likely to ‘like’ your page.
The actual name of your business is typically your best bet because that’s how most people will search for you. Don’t forget to claim your username for your Facebook web address!
3. Generate likes and links.
Because so many websites want to rank for the same keywords, search engines take another metric into account: the number and quality of links pointing back to the site. The better the links, the more the “trustworthy” the website is considered to be and the higher it will rank in search results.
Every time a user likes your page, a link will appear on their profile. And because most profiles are public, search engines will pick up on these links and push your page higher up in the search results. All the more reason to build an exceptional page that people will want to engage with.
4. Purchase Facebook ads.
Already have great content? Facebook ads are another way to gain more visitors and more likes.
5. Set up your business as a Facebook Place.
If you’re a local, physical business, make sure you’re set up as a Facebook Place, which allows users to check in at your location. When they check in, they will immediately be presented with a like button. You can also offer discounts or special promotions as additional incentives to like your page.
6. Link your Facebook page to your website, and vice versa.
Facebook provides a variety of plug-ins to allow your website visitors to easily like and comment on your content. But not all plugins have links to your Facebook page that the search engines can read, so be sure to add a direct link to your Facebook page from your website.
Click to launch video:
Remember Old Facebook? When your wall was a pleasant mix of posts from both you, the business, and your fans? When valuable customer interactions were automatically front and centre on your Facebook page?
Not all brands are in love with the new Facebook Timeline, but a few early adopters have jumped on board and stepped up their creative game.
As these brands show, Timeline is about more than cool cover photos. It’s about defining your brand, showing off your personality and providing a continuous flow of interesting and engaging content.
It’s safe to share with friends of friends, right? I mean, you kinda know them. They’re the people you were introduced to at your girlfriend’s birthday party, or the ones you met in passing at the mall. It’s only 2 degrees of separation, so why not let them see all your photos?
After months of wondering if it would ever show its face in public, Facebook timeline has finally arrived! It’s not official—you have to go here to get it—but if you upgrade now you’ll have 7 days to test it out before it goes live on your profile.
We’ve all had it happen: You befriend someone on Facebook and find out they know the girl who gave you the chicken pox in grade 3. It’s a little creepy, but a recent Facebook study shows our connections are becoming a little less coincidental and a lot more scientific.
If British police get their way, rioting hooligans will soon be banned from using social networks such as Facebook, Twitter and Blackberry Messenger. Senior officers met with each individual company following last summer’s riots to learn how perps use the networks to stir up trouble, and to find a way to ban them for violating the networks’ terms and conditions.
Facebook rumours. No, I’m not talking about Microsoft buying Facebook or Mark Zuckerberg’s pregnant girlfriend. I’m talking about those pesky, illogical rumours that spread faster than the truth. The ones that abuse caps lock, exclamation points and common sense.
If you hate the new Facebook changes right now, you’re really going to hate what Mark Zuckerberg announced this morning at the annual f8 conference in San Francisco. The Facebook that you know and love will be gone, and those irritating minor changes will be here to stay—plus many, many before. Basically, Facebook is getting an overhaul that coincides with a shift from user growth to user engagement. The last five years have been focused on signing people up and getting connections in place, and now that Facebook has half a billion users, the only thing left to do is get those users to share more.
Who’s the most popular person on Google+ right now? Mark Zuckerberg. Believe it or not, his numbers beat out Google CEO Larry Page and company co-founder Sergey Brin, probably due to the media circus surrounding his sign up. But as Zuckerberg told tech blogger Robert Scobie, “Why are people so surprised that I’d have a Google account?”
Here’s a scary Facebook stat: every day, people add more than 100 million tags to photos on Facebook.
Here’s another scary Facebook stat: people love tagging more than they love being tagged. This particular fact has no scientific basis, but you and I both know it’s true.
Here’s a little magic trick. Take a look at your Facebook friends list, then take a look at the personality types below. Now, divvy them up into categories. Amazing, isn’t it? Whether you have 100 friends or 1000, each one has their own freaky niche. Do you fall in to any of these categories? Are there any that we’ve missed?
Chances are you have a Facebook profile. Chances are even better that, if you have an account, you check it once a day. But do you really know Facebook? The infographic Facebook: Facts You Probably Didn't Know provides a bit of Facebook re-education.
Here at Stikky we like to use any kind of Social Media tool we can get our hands on and we encourage our clients and friends to do so as well. But we have run in to a lot of people comparing the two heaviest hitters in the game right now. Here is our list of the "10 Reasons People Prefer Facebook to Twitter".