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April Digital Updates

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We’re all about keeping up with the digital world at The Wilbert Group and leveraging the newest technologies to help our clients tell their stories. Here’s the latest:

#1 Instagram takes on yet another rival network: Pinterest.

Instagram is already encroaching on Snapchat’s territory with its popular Stories feature – which succeeded in stealing Snapchat users – so it makes sense that the photo-sharing giant is now going after Pinterest with its latest update. To the joy of its users, Instagram introduced the ability to save posts earlier this year. Now, you can sort those posts into “collections” that are eerily reminiscent of Pinterest’s boards. This update makes it more important than ever for content creators to create truly valuable, save-worthy content to allow it to live a second life for a user, whether it’s a recipe, design inspiration or a secret menu dish at a restaurant. As Engadget sums up the opportunity for businesses: “If you can create your ideal outfit by saving posts into collections, you might be more likely to buy that outfit.”

#2 LinkedIn continues to undergo a complete makeover.

LinkedIn’s facelift is in full swing. While there isn’t one noteworthy update to include here on the blog, I wanted to touch on this because, as social media managers, we’re constantly learning and relearning how to keep our client’s content fresh as LinkedIn shifts seemingly every day. Important changes for content creators include: The ability to use video, new photo sizes and filters and a new algorithm for the feed. LinkedIn also plans to revisit its publishing tools, including the ability to save articles for later and improved tagging, ultimately making the blog posts look much cleaner and full of dynamic content like photos, block quotes and graphics.

#3 Snapchat is reaching an increasingly older demographic.

Snapchat isn’t just for millennials anymore. The app – which recently made its IPO – is experiencing increased usage in those ages 25 to 44, far from its typical younger audience. Forty-one percent of users ages 25 to 34 used the app more often today than during Jefferies’ first survey last June. Forty-four percent of the 34 to 44 demographic use Snapchat more now, the firm said.

It’s not atypical for older users to follow typically young early adopters to new platforms – just look at Facebook and Twitter. However, that migration sometimes drives the younger users away because the platform isn’t cool anymore, or because grandma and grandpa are now able to view their content. This shift may be a ways off for Snapchat, but something the app should consider moving forward. Hopefully, they can continue to provide content – from news stories to fun face-altering filters – to keep their original base happy while expanding to new audiences.

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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Introducing a New Way To Show How You Feel on Twitter

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Twitter revealed today that it’s changing the star icon (favorites) to hearts and it’s now calling them likes, similar to Facebook and Instagram.

Twitter announced the change—on Twitter of course—with a fun .gif and a link to their blog with more details.

“We are changing our star icon for favorites to a heart and we’ll be calling them likes. We want to make Twitter easier and more rewarding to use, and we know that at times the star could be confusing, especially to newcomers. You might like a lot of things, but not everything can be your favorite,” said Twitter Product Manager, Akarshan Kumar.

Twitter users will start seeing the change today on mobile, desktop and scheduling apps such as TweetDeck, as well as on its looping video app, Vine.

RELATED POST: Twitter’s New Moments Page Represents a Bigger Change in News-gathering Habits

Twitter’s New Moments Page Represents a Bigger Change in Newsgathering Habits

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If you graduated with a mass communications degree, you probably remember a class in theories. One theory that sticks out is the gatekeeping theory – the idea that journalists are gatekeepers of the news. They decide what is newsworthy and what is not. Journalists make these decisions carefully and with journalistic integrity. They have a responsibility to uphold to keep the public’s trust and deliver the news accurately, fairly and without bias. It’s a job the media takes very seriously.

 

These media decisions impact public knowledge – we the people don’t decide what’s front page, what’s on the 6 p.m. news, etc. But, with the explosive growth of social media, that model is changing. More and more are getting the news from social media where there are options to customize news interests and define the types of stories we want to read about. And with Twitter’s new Moments page, that paradigm shift is clearer than ever.

Twitter Moments

Twitter Moments

Let’s start with what the new Twitter Moments page is.

 

Twitter Moments are meant to represent the latest conversations happening around an issue regardless of who you follow. The new Moments page resembles a mobile news site with a selection of stories and topics. Slate gives a good example of how it works:

 

“For instance, if you follow a story about the South Carolina floods, Twitter will automatically drop new tweets from that story into your timeline as it develops. Once the story is over, you won’t have to unfollow it—you’ll just stop seeing those tweets.”

 

The main difference between your regular Twitter feed and Twitter Moments is the Moments are editorially driven. You can read more about Moments from Twitter here.

 

Who creates these Moments?

 

As of now, only identified Moment creators can add to the feed. Launch partners include the New York Times, Buzzfeed, Entertainment Weekly, Fox News, NASA, The Washington Post and Vogue. Twitter says it wants to work with a wide variety of publishers to contribute to the Moments page. Yes, these creators are the new digital gatekeepers and they are accountable to the same journalistic standards as traditional media.

 

The cool thing is the end-user (you, me, etc.) has control over what is newsworthy on an individual level. Do you want to read about world news? U.S. news? Politics? Sports? Entertainment? Or perhaps all of the above. We can follow a variety of stories from different beats without having to flip TV channels or thumb through newspapers.

 

What does this mean for traditional media?

 

Social media is taking the news seriously. Twitter has invested big-time in an editorially driven section. And they aren’t the first. Think about SnapChat and its Discover feature. Our newsgathering habits are changing to be more interactive and personalized, and the news will continue to be shared across a multitude of both traditional and untraditional platforms.

 

What does this mean for our clients?

 

Social media is a serious communication tool that will continue to build its presence in the market. As part of your organization’s communication strategy, it’s important to consider a multifaceted approach that includes social media.

 

To see Twitter Moments live, visit https://twitter.com/i/moments.

 

Digital Updates: Tech News to Know

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We’re all about keeping up with the digital world at The Wilbert Group and leveraging the newest technologies to help our clients tell their stories. Here’s the latest:

 

#1 Brands are using Snapchat as a digital marketing tool.

Snapchat is huge with the millennial set, and brands like haute couture giant Burberry are using it to promote events and products, including their spring 2016 collection. Fans were invited to follow Burberry on the photo-sharing app to enjoy a virtual front row seat at London Fashion Week, where the line premiered. While there are sophisticated live-streaming apps like Periscope, Snapchat is a smart choice for brands seeking to give a large range of consumers a peek into their inner workings and a preview of what’s to come. With 100 million daily active users, Snapchat has a wide audience and is easy to use. Other brands frequently sharing Snapchat stories to the masses include Taco Bell and Major League Baseball.

 

#2 Facebook is trying to lure journalists away from Twitter.

Twitter has become the news platform du jour, with a whopping 62 percent of users reporting that they have gotten news from the site. As such, it’s become the social home for many journalists looking to share or hunt down scoops. However, Facebook is trying to change that trend with Signal, a free newsgathering tool that makes it easier for journalists to find the content they want. The tool offers a dashboard where journalists can follow hot topics and track public perception, factors that could also be helpful for PR pros looking for emerging trends. This initiative comes on the heels of Instant Articles, another news tool from Facebook, signaling that the social network is committed to edging out Twitter as a news source.

 

#3 Twitter users can now pay with tweets, thanks to a partnership with Square.

Twitter is aiming to increase customer engagement through a partnership with mobile payment company Square by allowing users to make political campaign donations and buy products directly with a tweet. The new feature – cleverly dubbed “cashtag” – requires users to visit a site to enter debit card information once. After that, they’re free to make payments with a few clicks. This lucrative initiative will likely bring a variety of retail partners to Twitter.

Digital Updates: Tech News to Know

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We’re all about keeping up with the digital world at The Wilbert Group and leveraging the newest technologies to help our clients tell their stories. Here’s the latest:

 

#1 You can now stream video live from Facebook…if you’re famous.

Comparable to live-streaming apps Periscope and Meerkat, Facebook’s newest feature “Live” allows celebrities to give their fans a peek into their lives via their news feeds. Currently, only verified users like Dwayne “The Rock” Johnson and Serena Williams can try out this service, but Facebook says that they plan to make this experience available to all users as they fine-tune the product. Public figures already have massive Facebook followings, so their audience on Live will be much larger than on a less established app.

 

#2 Instagram quietly removed the option to add photos to a Photomap.

With its latest update, one of Instagram’s key features, the Photomap, was removed due to concerns of stalking when celebrities neglect to turn off the feature. While it seems to be a wise move on the company’s part, Photomaps were a visually pleasing way to display a user’s journey, and could be used for social media contests, scavenger hunts, and other fun ways to get users to interact with organizations off their smartphones.

 

#3 Getting your news from Twitter is now easier than ever before.

In 2015, many people turn to social networks to get their news fix, so it’s no surprise that Twitter is capitalizing on this trend with a “News” feature. The new tab, located in the bottom center of the Twitter mobile app, highlights stories from a number of mainstream media partners including USA Today and The New York Times. The service is similar to Facebook’s “Instant Articles,” however where Facebook hosts articles on its website enabling them to load quickly, Twitter only shows an excerpt of the article with a link to the full version.

Digital Updates: Tech News To Know

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We’re all about keeping up with the digital world at The Wilbert Group and leveraging the newest technologies to help our clients tell their stories. Here’s the latest:

#1 Twitter is looking to acquire another social media network. In February, Twitter acquired live-streaming app Periscope. Now Twitter looks to add to its arsenal again with an offer to purchase the article-sharing app Flipboard. The series of talks began in January. While the deal is currently on hold for unknown reasons, it is estimated that Twitter will spend roughly $1 billion in an all-stock deal to purchase the app. This is significantly larger than the $100 million deal to buy Periscope, which has gained a huge following and looks to be a new power in the social media market.

#2 Who are the “Verified Users” on Twitter? We’ve all seen those Twitter accounts with the small blue circle with a check in it and not really known what it meant. These accounts are authentically verified to be a key individual or brand on Twitter. This is done for accounts that will most likely have fake accounts created posing as that person or company. As of May, about 150,000 accounts are verified, which is roughly .05 percent of all Twitter accounts. Approximately 25 percent of verified users are journalists, and media outlets make up about 7 percent. Even with that small slice of the pie, media outlets dominated all other categories in the number of tweets they put out.

Verified Twitter Account

Verified Twitter Account

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No blue mark, parody account

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Another fake, no verified mark

 

 

 

 

 

 

 

 

 

 

 

#3 Snapchat wants you to shop through them. Snapchat added a money transfer feature to its app back in November and now it wants you to put it to good use. Snapchat is investing in Spring, a shopping app that launched last year to integrate with its current messaging app. Snapchat has been focusing on promoting events and concerts around the country, so adding the ability to purchase tickets or merchandise through the app makes sense. Facebook, Twitter, Pinterest, and other large social media networks have also added a “buy” feature to get more people to use their e-commerce features.

9 points to know about Charlotte’s real estate market

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Seven heavy-hitters in Charlotte’s real estate arena offered insight at Bisnow’s 5th Annual Charlotte State of the Market conference in Charlotte on April 20.

Seven heavy-hitters in Charlotte’s real estate arena offered insight at Bisnow’s 5th Annual Charlotte State of the Market conference in Charlotte on April 20.

Digital Updates: Tech News To Know

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By: Nick Prather

We’re all about keeping up with the digital world at The Wilbert Group and leveraging the newest technologies to help our clients tell their stories. Here’s the latest:

#1 LinkedIn is taking its app game to a new level with Elevate. LinkedIn’s new app Elevate is a paid app that suggests articles to users. It will allow users to schedule and share social media content across LinkedIn and Twitter for others to see. Early results show that for every six pieces of content shared, the user gets six profile views and gains two new connections.

#2 Storify is letting you add pictures now! Storify has introduced a new tool to directly upload and include photos. This feature was purposely left off the blogging site until many of the millions of Liana Moran.

periscope-logo-1920-800x450#3 Twitter is innovating social media again with Periscope. Twitter has launched its new live-streaming app called Periscope. The app allows anyone to stream a video from anywhere for the world to see and will also save videos you’ve live-streamed to view later. The app was acquired by Twitter for about $100 million dollars and has been out for a few weeks. The only bad news: Periscope recently came under fire with people live-streaming the newest episode of “Game of Thrones,” bringing concerns of copyright infringement to the table.

7 Ways to Build Your Personal Brand

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by Liana Moran

ICYMI: The Wilbert Group’s Liana Moran spoke at PRSSA Regional Conference, Brand Yourself