Why your company should be on LinkedIn

Why your company should be on LinkedIn

7923280978_e06c9d5532_b

Networking, engaging with professionals and potential customers, informing, building new strategic relationships – this is what a company should do. Due to the overwhelming mass of irrelevant and promotional information many people do not want to get into contact with many businesses anymore. However, if the provided information is interesting and important, people and businesses are willing to start interacting with companies and even build up a trustworthy and long lasting relationship. But why is LinkedIn so important for that?

LinkedIn is a huge network platform, which enables professionals to connect and communicate, while also allowing companies to get into contact and interact with professionals and the other way around. Just consider a few of these impressive facts: LinkedIn has more than 450 million users and reaches around 200 countries and territories. Every second two new users sign up to LinkedIn. Not only professionals are on LinkedIn – more than 40 million students and college graduates are already using this network and this number is increasing very fast. Therefore, LinkedIn is an important platform your company cannot afford to ignore. But how can your company use LinkedIn to its advantage?

More and more professionals spend their time on LinkedIn, either informing themselves about the recent news or staying in contact with other professionals and improving business relationships. This is where your business should start to build up their network with professionals all over the world.  However, having a LinkedIn company page means a lot of work for your company. Your LinkedIn company page must include relevant and interesting information on your business, such as products and services but also share insights in the structure of your company, raise awareness of your brand, and of course promote job opportunities. Due to the continuing increase of professionals’ and graduates’ profiles, LinkedIn is an important tool in recruiting new employees and attracting top talents. It is quite common that the HR department of a company searches over business networks for suitable candidates and immediately gets into contact with them. Another aspect which you should consider is that by promoting your company, the overall interest of users increases, which also leads to them wanting to learn more about your company – information which they will find on your corporate website or your content on your company´s LinkedIn profile. That is why, LinkedIn is a good possibility to attract people to your company and improve the traffic to your company page. Additionally, an optimized LinkedIn company page increases the search results of your brand. Therefore, you must use relevant keywords in your page description, include links to your website and other social media channels, and upload as much company information as you can. This will help to rise your rank in search engines. Altogether, this should sound very appealing to you and your business. So, do not waste another minute and get started. Remember, every second LinkedIn gets two new users and by waiting you are going to miss out on the opportunity to interact with these professionals or potential job candidates.

Advertisements
Have you heard of this FameBit?

Have you heard of this FameBit?

120_famebit_advertising_tutorial_g

There has been an huge increase in influencer marketing over the last couple of months. Marketers realized that combining their products with someone popular, especially over social media platforms such as YouTube or Instagram, can be more effective in increasing profit and publicity than directly targeting traditional advertisement to a whole group of people. This is the result of more and more people getting bored of and disliking normal ads. I mean who would not want to use the product which is also used by famous YouTube stars use? This product cannot be bad, right? Marketers finally realized that working together with influencers has a powerful effect on the perception of their brand and maybe even the company’s reputation. But connecting with these influencers can sometimes be difficult – especially for small companies. How is it possible for them to connect with influencers who have a really big crowd of followers and convince them of their product? This is where FameBit enters the stage.

FameBit, which was founded in 2013, is an online marketplace and enables brands and YouTube influencers to connect and form business deals or sponsorships. Brands can post an offer on this platform and if it is of interest for a YouTube star, he or she can apply for a partnership with the brand. If the brand approves the YouTuber’s offer, the YouTuber is getting informed and can then directly get into contact with the brand and form the deal. Afterwards, the YouTuber has to film a video, upload it onto the workroom and wait for the brand’s go. Once happened, the video gets uploaded to the influencer’s YouTube channel and within the next two to three days the influencer receives his or her payment from FameBit.

And does it work? FameBit states that over 47,000 creators are registered and reach around 3.6 billion people. Furthermore, the platform has expanded its reach to Instagram, Facebook, Twitter, Tumblr, and Vine. Altogether brands received over 416 billion views and 1.5 billion minutes of watch through the content which has been created through FameBit . If you want to achieve the same through traditional advertising one would have to spend enormous amounts of money.  FameBit works together with well-known brands such as Canon, Adidas, or Sony… and its success and influence continues to grow. Just two weeks ago, FameBit announced that Google purchased the platform. What are the consequences of this acquisition for influencer marketing? This action emphasizes the immense growth and importance of influencer marketing, which I already mentioned at the beginning of this post. However, it also underlines that many companies plan to use influencer marketing as one of their new key strategies to promote their products and services to potential customers – and actually be able to reach millions of people on different social media channels. Especially Google profits from this deal. Due to the expansion of FameBit to different social media channels including Instagram and Facebook, Google will be able to access important and complex information on this competitive industry. The combination of Google’s business relationships, the knowledge, expertise, and exchange through FameBit, and YouTube’s vast community of creators, branded videos and influencer marketing will continue to grow and grow unpredictably.

Companies are you already listening?

Companies are you already listening?

social-media-listening

Everywhere on the internet data is produced: people share, like and comment on different posts, videos, and images, write blog posts, or discuss in forums – but what if they share their opinion on your brand, your company, or even your industry? Would you not like to know and be able to respond? One major upward trend theses days is social listening – but what is this actually?

Social listening refers to “the tracking of conversations using specific brands, words, or phrases” anywhere that your company, brand, or industry may appear – which means just keeping an eye on social media interactions is not enough. Being able to find people who use these keywords can create a completely new opportunity to interact with and respond to potential customer needs and interests, and even analyze competitors or new trends. This can be achieved by using social listening tools such as Google Alerts, Hootsuite, or Icerocket. However, probably the most common questions related to this topic are: For what can my company use social listening? And is this kind of tracking legal?

Social listening can be used across different departments in your company such as Marketing, Sales, and Research & Development. First of all, you can improve your consumer behavior understanding. By listening to your consumers and potential customers, you will recognize their main issues, problems, or concerns with using your products or services, or even your industry. Therefore, you can respond to these needs by engaging in discussions, actively ask for feedback, or offering specific services. This will lead to an in-depth customer knowledge which again results in improving your overall customer relationship management and brand reputation. This communication and interaction with your customers and at the same time receiving feedback can lead to creating new products based on what people are saying they would like to have in a product or service. In addition, social listening helps to understand the competition. By using different social listening tools, you can analyze your competitors and achieve an overview of their current activities. Another advantage is that important news can be detected and used much faster.

However, companies must understand how to use these techniques for gathering relevant information. Aside from searching for the usual keywords such as your brand name, you should also add different variations of your brand or company name in the tools. Users might spell your name wrong or use abbreviations while talking about it. In addition, think of keywords that are relevant to your industry. It is also possible that people talk about your motto, values, or key massages. These aspects also have to be considered when setting up your social listening tool. And most importantly use the consumer’s language. People will not post that they are “satisfied” with your product, they will rather use the word “happy”.

To come back to one of the questions from above: Yes, social listening is legal. Published content on social media channels or on webpages is open to the public because these sites own this content. People often accept the website’s terms of conditions without even reading, understanding and realizing that this means that they do not own their own words anymore. However, companies have to take a careful approach when engaging in a discussion with a user based on his/her comment as it may leave the impression that “big brother is watching you”. Users do not feel pleased about being tracked and may change their behavior or will not express their opinion open and honestly. Therefore, companies must be able to keep the balance between social listening and retaining customers.

Social Media and the Presidential Election 2016

Social Media and the Presidential Election 2016

hillary_trump-social-media-100684826-primary-idge

Donald Trump has over 12.6 million followers on Twitter, 2.7 million on Instagram, and 11.4 million likes on Facebook. Hillary Clinton only has 9.8 million followers on Twitter, 2.5 million on Instagram, and 7.1 million likes on Facebook – both with most likely upward trends. According to these numbers the decision who will become the next president of the United States has already been made. Social media channels play an increasingly important role in political issues – is this a good or a bad thing?

According to the Rew Research Center, more and more people get their political information from the candidates’ social media channels instead of their official campaign websites. The campaign websites still are a way to communicate with and mobilizes potential voters; however, the overall role shrank to a smaller amount. Meanwhile, Twitter and Facebook become the largest information platforms for potential voters. It is remarkable that Clinton and Trump post at similar rates, albeit with differences regarding the posts’ quality, purpose and received attention. While Clinton uses Facebook to share links and videos on official campaign communication with rational reasons and provides facts and statistics to support her standing, even translating some of her posts into Spanish, Trump’s posts mostly refer to news media in general and often use broad generalizations with little evidence to back them up. Have a look for yourself – I have included one Facebook post from Hillary Clinton and one from Donald Trump:

clinton-facebook

trump-facebook

This behavioral pattern can similarly be seen on Twitter and Instagram. However, on Twitter Trump re-tweets more ordinary people than Clinton. Now take a look at the responses to these activities – Trump outplays Clinton in all ways. His Tweets and Facebook posts are shared, commented on and re-tweeted way more often. It is also noticeable, that Trump and Clinton mention each other quite often in their posts on Twitter and Facebook.

Let us focus on the first presidential debate – how did the candidates use Social Media in this situation? To the usual Twitter and Facebook activities, Clinton’s team sent emails to supporters asking them to engage actively and support Hillary in all Social Media channels during the debate. In contrast, Trump bought a Snapchat filter. According to Sysomos, Clinton’s name was mentioned over 1.3 million times on Twitter compared to Trump’s over 1.7 million mentions.

But why is social media so powerful? And is it possible to change voters’ minds and opinions?

It is the easiest and quickest way to communicate with and reach millions of potential voters. Social Media gives people who do not take part in political debates the opportunity to speak up, respond to, and connect with people who share the same view and ideas on topics. Especially the undecided people, often the younger ones who had not yet the chance to establish a grounded political view and may even vote for the very first time this November, can shape their opinion and decide who to vote for. However, young people are the second biggest demographic voting group, they have the lowest turnover on Election Day.

Although interacting with Facebook and Twitter users is a great way to get young people taking about politics, that will likely continue to gain importance over the next presidential elections, it does not mean that Clinton and Trump can count on their political support or even on their vote for their presidency.

Hello Corporate Website

Hello Corporate Website

presentation1

“There is only  one chance to leave a good first impression.” How often has everybody heard this statement – either by their parents, in school or by friends. However, this statement bears a great amount of truth – also when it comes to corporate websites.

The first thing a potential customer sees when visiting a corporate website is the company’s logo. Therefore, you should carefully choose your logo to ensure that the visitor can immediately connect the logo to your company. A good example is Starbucks; everybody recognizes the mermaid. Make sure to place the logo on a spot where everyone sees it, so that every visitor knows what website he or she is visiting.

Another important aspect is that it should be obvious what your company offers. Too many websites do not state what products or services a company provides. Often companies intend to hide information to prevent competitors from finding crucial data on products and using it to their advantages. However, this problem has to be balanced; potential consumers have to be informed enough to simplify and drive their purchase decision into your company’s direction without revealing secret company information. In addition, significant company information, such as address, phone number, email address, or a contact form has to be found on the website – and please, do not add these information as images. Every customer should get the chance to directly click on or copy the information to get into immediate contact with the company. This increases the chance for a direct contact with customers and creates a potential future relationship between company and customer.

Clear and easy navigation and content structuring is also an important factor to consider while designing a corporate website. There is nothing worse than overwhelming the website’s visitors. Around five clearly labeled tabs with related pages beneath should be enough to structure your website and make it easy to use for everybody. Suitable pictures may be added to particular sections to appear more professional and keep your page content up-to-date. A good example is Bayer, as their website is clearly structured and easy to navigate.

beispiel-bayer

You also have to take into consideration that your website has to be found. Optimize your website for search engines (SEO) so that it comes up as a result for certain keywords. The more effort you put into optimizing your website, the easier consumers can find it and the higher up you will be on the search engine results. Also set yourself SMART goals you want to achieve with your corporate website. SMART stands for specific, measurable, attainable, relevant and time bound. For example: Increase the sales of product X by 15 % over the next year or increase number of visitors by 30 % over the next two months. To check these goals, you must track and analyze certain activities that happen on your website.

When selling online, customers expect that their payment information are kept secure. This can be ensured by adding an encrypting system, such as Secure Socket Layer (SSL), to the corporate website. This will protect the data which is exchanged between a customer and a website. Good options for SSL are VeriSign or GeoTrust.

Managing a corporate website is a full-time job and should be taken seriously. Remember that you cannot always appeal to everyone’s taste – there will always be someone who does not like something about your website. Also keep in mind that you have to adjust your corporate website to mobile users as well, not only big screen users.

If you want to get an impression of what a good corporate website looks like, Bowen Craggs, a consulting firm in London, rated websites of well-known corporations. You can find the results for 2016 here.