Category: Our Clients
The millennial generation is the largest in U.S. history, even bigger than baby boomers. For that reason, many of our new clients believe their brand should market to millennials.
Every client’s social media presence should be as unique as the products or services they provide. The answer to solving the millennial debate is knowing who you should reach.
“Some clients come to us wanting to appeal everyone, but I advise that their target audience should be much narrower,” said Allie Carrick, Smirk’s Managing Director. “Targeting the decision makers for your products or services impacts the bottom line.”
Your decision maker shouldn’t completely define your digital presence, but speaking their language will help you resonate. When speaking to older generations, avoid slang phrases (ex: FB/LB, respek, TD) and other passing trends (Pokémon GO, anyone?). Reduce your target audience down from generalizations to who they are, their decision-making process and what information is valuable to them.
If millennials are your decision makers, the perfect way to reach them — right from the source — is authenticity.
According to Forbes.com, millennials: value authenticity more than content, would rather buy a car and lease a house and read blogs before making purchases. This generation turns to their handheld devices to meet their needs. They value the convenience of asking a question via Facebook message to a brand’s page rather than making a call.
Millennials expect flexible technology and an easy customer experience as the norm. Brands must be able to maintain an active and authentic presence online to retain the millennial.
As a business owner, you may want more millennials to shop at your personalized paper store, but does this generation of shoppers see the value in your paper? Smirk has helped so many brands answer this fundamental question and many more like it. Starting the conversation is the first step to building an effective social media presence for your brand.
Since working at Smirk, I don’t think a single day has gone by (okay, maybe that’s a little exaggerated) without hearing Allie say something about the necessity of putting money behind brand content on social media.
And, low and behold, a recent study by the American Marketing Association has found that to be absolutely true.
The Journal of Marketing reports that, based on their findings regarding company-generated content, social media is “most effective when combined with ads.” Even more than that though, they found that brand messaging on social media “indeed increases sales and customer profitability.”
Of course the report was quick to emphasize that other forms of marketing – the more traditional routes – are not to be neglected. Although 90 percent of customer responses were found to be generated from digital ads, “marketers should strive to achieve a synergistic approach so that ads in all platforms work together to reach audiences in cadence to an established tone and message.”
So, how do we integrate social media – backed by marketing dollars – into our overall marketing campaigns?
The first step to all marketing decisions starts with defining your target market, followed by framing messaging for optimal performance among those audiences.
Only then can you locate where the desired audience spends most of their time, which in the past few years is oftentimes social media platforms. Knowing where and how your target audience communicates allows you to engage customers according to their preferences.
Various features have rolled out in the last few months and years on social media platforms that allow for more specific demographic reach within those networks. These tools allow us to know who we are communicating with in very real and quantifiable ways more than ever before.
To neglect social media is corporate suicide. So, it’s about time marketers recognized the importance of spending money where the audiences are – social media. And with that, making sure the right people with the right training are running those messages and ads on social platforms for the best results.
When Snapchat opened custom on-demand geofilters to everyone, brands and marketers everywhere went crazy about the news. However, these custom Snapchat geofilters have flown largely under the radar, and are most commonly used by cities and some large events. The ability for local businesses to use these filters is relatively untapped.
While these filters could become an enormous business for Snapchat in its scalability, their value for users is also scalable. The feature is a prime example of content and context at its finest on social media.
Brands and businesses should take advantage of the ability to mark events with these custom geofilters. The value of your branding impression compared to impressions on other platforms is high because of geofilters’ ability to really be seen on the platform.
“Filters catch you off guard – they catch your attention and show up directly in your account. Plus, you’re bringing value to the viewer: they have the ability to interact with it in a contextually relevant and fun way.” – Gary Vaynerchuk
Snapchat has a pretty comprehensive guide to all the rules you need to follow when creating a filter. The premise is simple: design, map and buy. These three steps can lead to high engagement and value to users attending various events, especially local events.
For Rayo OKC’s opening night on April 2, Smirk New Media created a Snapchat geofilter to appeal to a captive audience. We wanted the brand to celebrate along with its fans about the first night of professional soccer in the North American Soccer League in the OKC Metro. With over 400 uses and more than 21,000 views overall, the geofilter brought awareness and creativity to fans in the stands.
In creating the filter, we followed Snapchat’s steps:
- Design: We came up with a half dozen examples of what could be done on Snapchat – in the top of the screen, bottom of the screen or corner, in ways that would highlight the brand, but still allow users to create a great photo.
- Map: Snapchat allows you to build a geographic fence on a map in which your geofilter will work. We made a pretty tight boundary for the Rayo OKC filter – just the boundaries of Miller Stadium where the team was playing. This pumped up the exclusivity of the filter and made it a real game-day experience.
- Buy: Snapchat’s custom geofilter offering is priced based on two factor – square footage of your mapped area and time it will be active.
Local brands and businesses have more to offer their audiences through the use of geofilters for events, whether it’s a grand opening or a monthly event. In order to help brands provide more to their audiences and customers, we are now offering services to create and manage event geofilters. Contact us for more information.
The devastation in Oklahoma yesterday is almost unimaginable. I’ve lived through this before, and even wrote about it. Oklahoman’s are amazing people. Any time tragedy strikes, we rise up and take action. It’s a great feeling to know so many people have my back if the need calls.
Many of my readers ask: How can I help? Non perishable donations are always great, but oftentimes monetary donations can be used for the weeks and months to come when needed the most. Here’s a list of current organizations you can donate to:
(As of May 21st, 9am)
- American Red Cross: Text REDCROSS to 90999 for a $10 donation or visit Red Cross Central & Western Ok
- Regional Food Bank of Oklahoma: Text FOOD to 32333 to donate $10 to Regional Food Bank of Oklahoma or visit their website for online donations here.
- Salvation Army: Text STORM to 80888 to make $10 donation or visit the Salvation Army website.
- Feed the Children: Click here for their website or drop off donations at the KOCO station located at 1300 E Britton Road today until 4pm today or at their distribution center 29 N. McCormick Ave in OKC.
- Catholic Charities OK: Visit https://ccokc.ejoinme.org/?tabid=406485 to donate to the OK chapter
- Central Oklahoma Humane Society: Donate online at http://www.okhumane.org/ or drop off donations at 7500 N. Western Ave. Oklahoma City
- Bella Foundation: Donate online: http://www.thebellafoundation.org/
- The Oklahoma Blood Institute will need donations from now THROUGH JULY. Find a location here: https://www.yourbloodinstitute.org/donor/schedules/geo
- People’s Church is taking donations for storm victims at both their Midwest City and Oklahoma City campus. More information at www.peopleschurch.tv/storms
Welcome to the new edition of the Smirk New Media website.
This site represents a lot of work and input by many people and shows how much we have evolved as a company since July 2010.
But more than anything I think it shows the benefits of beta – the idea that the web gives us a platform that is flexible, transparent and nimble enough to respond to feedback and continue to improve upon itself.
Google is notorious for its beta culture, which allows products to rise and fall and be tweaked during the process. It works for Google, so why shouldn’t it work for all of us.
Smirk New Media has changed its pricing and its service list in the last year and a half, we’ve added and subtracted partnerships, clients and staff and attempt to be open to change and new information. Today I will be speaking at IABC about what social media will look like in 2012, I revised the talk last night to ensure we had information in there about the Facebook IPO.
Thanks for taking the time to visit our new site. One thing to note – we have been very intentional about being open about who our team is, who are clients are and what services we provide. Many companies that provide social media services don’t do that, but we think it’s important.
Are we missing anything? Let us know. It’s cool – that’s what beta is all about.