The Wilbert Group Blog

Posts tagged social media strategy

The Wilbert Group Hosts First Social Media Breakfast

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0N5A5301 copyThe Wilbert Group Hosts First Social Media Breakfast

The Wilbert Group this week hosted our clients and friends at our office for breakfast and a discussion about the benefits of paid social programs. The wide-ranging discussion was led by our firm’s president Caroline Wilbert and our digital strategist Sabrina Harvey. Below is a glance at some of the highlights from our discussion including why organic is no longer enough, what platforms make sense for which brands, examples of successful campaigns Wilbert has executed for clients, and best practices for creating compelling content.

So, why is organic no longer enough?

Organic reach on social platforms has continually decreased over the past several years. For example, Facebook organic posts only reach two to six percent of the audience that already likes your page. Companies need to leverage paid social options to heighten engagement with compelling content, which consumers still find valuable, and eventually “convert” by clicking links.

For a more detailed explanation, see the video below:

Which platform is right for my company?

This all depends on your audience. Consumer-facing brands should be focused on developing strong Facebook, Twitter, and potentially Instagram (for brands with strong visuals) audiences to engage with people who could potentially interact with your brand and purchase what you’re selling. For B2B companies, LinkedIn is the obvious platform to focus on. Users there are expecting to see business content, so they’re much more prone to be interested in news and data concerning your industry and company.

The good news here is that these platforms allow for highly targeted demographics and psychographics within advertisements, including differentiation within income, location, age, interest, behaviors and more. Facebook allows you to upload excel spreadsheets with “warm” contacts so advertisements will be sure to reach them.

BN7A3467 copyWhat kind of content will perform best?

The big picture here is your paid campaigns should revolve around your strategic business goals. Are you trying to get people to show up for an event? Or are you building your social audience and establishing your brand? This will also vary depending on industry and whether your business is B2B or B2C.

But in general, you want to find the value propositions that bring your audience something that makes them consider you. Instead of posting a 100-page white paper, it’s probably better to pull a graphic with some statistics for your audience to quickly digest and pique their interest. Visuals are also very important for social media; video drives 24 times more engagement than other content.

Ok, so where’s the proof this is worth it?

Wilbert ran a highly successful campaign to reach prospects of a high-end luxury residential brand in Buckhead. The team leveraged the company’s robust email database to reach over 330,000 qualified luxury buyers and encouraged them to contact the sales team. This resulted in about 13,000 conversions, all in eight weeks’ time with a small budget.

This goes to show that with a high level of detail and focused strategy, companies can reach a large number of people that have similar interests to your company with a relatively small amount of money. 

Any last thoughts? 

  • All boosted/paid content should be proprietary content
  • Range of social advertising spend from Wilbert clients is $500-$2,500 per month
  • Social media is a balance of art and science. In order to be successful, companies need to trust their social media team to run test ads and use the data to make informed decisions on what ads will be best to reach the right people in the right place at the right time.

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Digital Updates: What’s Going On in Social Media

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by M.C. Rhodes

At The Wilbert Group, we’re always trying to stay in the know about what’s happening in the digital space.

Here’s the scoop on what’s up in social media. Don’t forget to like/tweet/post on June 30 in celebration of Social Media Day!

#1 Facebook goes after small businesses. Dan Levy, director of small business at Facebook, said the website now has 30 million small businesses with active pages.

#2 It isn’t dead yet. We’ve heard for a long time now that younger people are moving away from Facebook. However, a new report by Forrester Research shows kids age 12 to 17 are using Facebook more than they did a year ago.

But according to research by Mashable, a lot of people could live without it.

#3 Promoted pins. Pinterest has rolled out “do-it-yourself” promoted pins. Businesses of any size can promote their pins on a cost-per-click basis.

#4 Slingshot goes live. Slingshot, Facebook’s photo messaging app that happens to be very similar to Snapchat, is now available worldwide.

#5 New look for LinkedIn. If you’re a LinkedIn premium user, you’ll notice a new look to your profile. The network is trying to woo users to pay for a premium account with bigger pictures, additional features to make contacting you easier and more information on your page views.

Five Social Media Updates You Need to Know About

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by M.C. Rhodes

Here at The Wilbert Group we pride ourselves in staying in the know, and we want to keep you up-to-date on the latest social media happenings too. Recently, there have been a number of changes to our favorite social media sites.

Here are five changes to watch out for:

#1 A streamlined Facebook. Does your Facebook timeline look a little different? Facebook is rolling out a new streamlined design for both personal and brand pages. The changes to brand pages will allow fans to see company information (such as phone numbers and hours of service) right next to posts. The design will also be helpful to us PR pros who use admin features often.

These changes come in addition to changes in brand visibility we reported on last month.

#2 Who’s viewing you on LinkedIn. Public relations relies on connections, and LinkedIn is now making that easier. You’ve been able to see who views your profile, but now you can track your weekly views and see how your activity is increasing those views.

#3 Ideas for increasing engagement. LinkedIn also now gives you a way to build your thought leadership in your industry. It gives you custom recommendations for increasing views; for instance, it recommended me sharing a story on Google’s new search updates for a 230 percent increase in engagement.

The “Pulse” feature on the top of your homepage is also a good place to look for shareable information that is customized to your industries and interests.

#4 A new look to Google searches. Google is also experimenting with a minimalist approach. This week some changes to its search function were revealed for desktop users. Font sizes are increased, links are no longer underlined and AdWords-targeted ads now appear without shading behind them and instead a smaller ad marker.

These updates come on the heals of recent mobile changes, which Google Search Senior Vice President Amit Singhal described as being “cleaner and simpler…so you can focus on the answers you’re looking for.”

One has to wonder if the new ad layout makes for better sales, though.

#5 Faster Instagram. If there’s one thing we in PR can appreciate, it’s fast social media apps so we can update clients’ accounts quickly. Instagram for Android has been updated with improved performance. And again we see the trend towards simpler, cleaner interfaces.