LinkedIn isn’t just your online resume anymore: there’s much more you can do on LinkedIn these days. Learn a few stats and about some features you may not have known about.
Employees can and should advocate for their employer online and offline. However, it’s the employer’s job to give them something to brag about. In our #MarketingMonday segment we covered some of the basics of employee advocacy. This post will discuss how to make employee advocacy applicable. We will review software, pillars of employee advocacy, and a few tips for beginners.
First things first
A company platform must exist for employees to give, gather, and receive information. Today, an online platform would be the most efficient. The platform can be through a third-party service or through a company website. In any case, we recommend a platform that is entirely dedicated to the company and only accessible to employees. Therefore, company information can be shared internally.
Similarly, company culture is the most dynamic component of employee advocacy. Simply put, unhappy employees will not have good things to say about their employer. Every company has a different set of employees so the same strategies will not work across the board. Even so, principles like encouragement, acknowledgment support, and honesty will prompt employees to positively promote a company.
Enterprise-level tools are third-party services that allow for companies to distribute company news and information seamlessly through that platform. A few examples are:
You may have heard “Employee Advocacy” around your office and wondered what this buzzword’s all about. In this #MarketingMonday segment, we cover our definition of this term and why it is especially important for your organization in the digital age.
Chatbots are complicated programs. They can be found on Facebook, business websites, and popular messaging platforms such as Kik or Whatsapp. In our #MarketingMonday segment, we covered how not to use chatbots. Now we will cover how best to use these bots in your marketing strategy. But before we get started, there is one thing you need to keep in mind: not all bots are created equal.
While the purpose of a chatbot is the same across the board–efficiency–there are two main functions in a bot: to converse and complete tasks. However, certain bots excel in more specific areas. Depending on your strategy, there will be different chatbots to employ. Here are seven different types of bots to choose from:
- Optimizer – Essentially the mother of all chatbots. The optimizer’s main objective is to make a task easier to complete while also being fast and efficient. If a chatbot makes a task longer than it normally would otherwise, then it’s not optimizing and thus not doing its job.
- The One-Trick Pony – A bot that accomplishes a unique set of tasks. These bots perform specific tasks really well and aren’t quite suited for a wider range of functionality outside of those preset tasks.
- The Proactive – An excellent news anchor for the 21st Century, this type of chatbot is designed to provide the right information at the right time.
- The Social – These bots are designed to be used within a group of people. They add some type of value in a group conversation.
- The Shield – These bots block unwanted interactions by swapping one party of the conversation with a bot. For instance, if you have a customer service grievance, a bot will act as your business’s customer service representative.
- The Chatty – These bots exist to start a conversation for the sake of starting a conversation. Note that having a conversation and completing a task are two different things.
- The Super bot – These bots are intelligent and can accomplish both functionalities of a bot extremely well (to converse and complete tasks).
(Dotan Elharrar, a Product Manager at Microsoft AI & Research, described the seven different types of chatbots and their purpose on his Linkedin
Creating a Chatbot Strategy
There are three important questions to ask yourself before choosing a bot best for your strategy. Take time to mull these questions over, since a poor strategy can be a huge turnoff for the people interacting with your bot.
- Is the chatbot used to converse, completing tasks, or both?
- What type of chatbot is most conducive for my strategy?
- What is the best way to use the chatbot within my strategy?
Influencer Marketing has erupted in the wake of social networks. Is this wave simply a new trend or a bonafide marketing strategy? Ehh, it’s too new to call. However, we will provide helpful strategies and tips to increase your brand’s “influence”.
Disclaimer- influencer marketing is not a new concept: Helene covered some basics of Influencer Marketing on #MarketingMonday. In short, Influencer Marketing is when brands partner with social media and internet personalities to increase reach and credibility.
Today, consumers have tremendous ability to control their entertainment. The internet has allowed its users to siphon out unwanted content in their everyday life. For 47% of online users, that unwanted content is advertisements. This recent influx of adblocker software has advertisers scrambling for a solution around this problem.
Is WeChat the future of social networking apps? Many of you use apps in your daily lives; in fact, 90 billion were downloaded in 2016. Personally, I use Google Maps daily to check bus routes. In addition to apps, social media is consistently increasing in popularity: Instagram for the pictures; Snapchat for the creeping; Facebook for the fake news; and Pinterest for appreciating how untalented we are. Who wants to waste the precious 3 seconds it takes to bounce around to each one of these apps, though? Not me, but I just don’t know it yet.
As the technology behind these all-purpose apps increases, so will the general public’s desire to own one. Apps with a tremendous array of features are steadily growing in popularity within the US. One savvy company–in particular, Facebook–has caught wind of this trend. That shouldn’t be surprising. Facebook’s success can usually be attributed to showing up to the party early. The question is: is Facebook inviting us to party or stubbornly dragging us along?
There are apps out there now that encompass many different features asides from its social media function: learn more about WeChat in this #MarketingMonday and why it’s important to consider as Facebook further grows its influence in other areas outside of its original function.
Father’s Day, like most holidays, has awesome potential for social media campaigns: this time of the year is always a fun time to engage with your audience. Holidays provide unique opportunities to create memes, play with puns, get artistic, and share a story. Google Trends is already seeing an uptick in searches for the term “Father’s Day”. Let’s couple that with last year’s estimated $14.3 billion spent on Father’s Day gifts in 2016 alone. It wouldn’t be a bad idea to engage with your readily available audience through Facebook.
The goal for your campaign can be anything you’d like: brand awareness, increase site traffic, promotions, or contests. First, it’s important to have your other stuff in order before you launch your campaign. We advise you to get a head start in developing a solid digital marketing strategy/campaign, so here’s your homework:
What is “fake news”?
Fake news: we’ve all heard about it and have probably (at some point) fell victim to it. Whether it oozes from TV, print, or social media, controversy sells. Fake news, although difficult to encapsulate, can be summed up as the purposeful spread of fake or sensationalized stories presented as fact. This isn’t a new phenomena (surprisingly!) but digital media has definitely added a new twist. Consequently, with its enormous commercial access, social media has taken the brunt of this criticism.
Fake news has been disseminated by special interests groups, backed through political or financial gains. Sensationalized stories garner massive amounts of attention and clicks, yielding amazing results in the short term. An article drenched in “alternative facts” can mislead audiences into a sharing frenzy, spreading that content throughout the web.
Dang, Facebook’s at it again with the algorithms. On this week’s episode of #MarketingMonday, Helene explores three recent changes in how Facebook prioritizes content on their Newsfeed and what that means for future postings. Here’s a pro-tip: be AUTHENTIC!