I’ve been thinking a lot about mobile engagement and how to improve mobile engagement for myself and the brands I work with in 2018. I ran across an article on DMNews where they featured Marissa Aydlett, SVP of Marketing at Braze (formerly Appboy), who gave some pretty interesting tips for creating bomb user experiences on mobile. A few of my favorite highlights below:
Run experiments to enhance engagement.
Experiment to enhance
Finding the right strategy doesn’t happen overnight. And as consumer habits change (which they often do) it’s important for marketing teams to test, measure and tweak their processes to keep up with the needs of consumers.
“You can be testing a variety of different variants,” Aydlett said. “What’s the right message, what’s your control, and how do you optimize for that right message and continue to be able to be creative?”
In the end, crafting an optimal user experience comes down to one core principle:
“It’s making the conversation more authentic, and creating better experiences,” Aydlett said.
Remember my #RecentRead about segmentation? Well, the same principles apply when it comes to mobile experiences. Websites shouldn’t be one-size-fits-all experiences. Depending on how people come to your site, what device they are using and their relationship with you, you should offer a unique experience for them. Mobile devices are highly personal and core to each human being. How can you play on those emotions by delivering highly personal and core experiences for them via mobile?
Trust me, this is a vexing problem that requires time and resources to work out within each niche. Don’t worry, yet, if you haven’t quite solved it.
Perhaps the most powerful concept – to me – when it comes to mobile engagement is the need/ability/REQUIREMENT to create a habit of engagement around your brand on mobile. Marie Forleo had a GREAT segment in her recent MarieTV live call-in show about how social media apps are designed to be addictive. (The Marie Forleo video is embedded below to start at the moment she talks about it, but the WHOLE video is definitely worth a watch). Why do you think Facebook is so powerful? It’s designed to make you want to engage with it often.
While this is scary and annoying and distracting, it’s also a tactic you can use for your own business. How can you create a habit culture around your brand via mobile? And you don’t have to be an app developer to make this happen. There are so many simple ways you can create a culture of engagement around your brand. DMNews suggests:
For example, perhaps a consumer knows they’ll receive your newsletters at a set time every week, or they’ll receive a push notification when new offers or app updates are available. When customers become comfortable with cadence, regular brand interactions are more likely to become part of their day-to-day.
A lot of people say “segmentation is the key to engaging with your audience.” Hell, I almost started this very post with something along those lines. Then I thought: but what does that actually mean for people? And how do they implement that into the work they do?
Thankfully, I read an article recently from Mailchimp that gives some pretty boss actionable tips on executing email list segmentation for e-commerce businesses. These tips are pretty simple, but very impactful for results. I also just discovered that Mailchimp offers several pre-built segments for you when you connect your e-commerce store to your Mailchimp account, including segments that target potential, first-time, recent, lapsed and loyal customers.
Here’s a highlight from the blog post:
Target lapsed customers
A lapsed customer is someone who’s had prior interest in your business and products, but hasn’t made a purchase in a while. Give them a gentle nudge back to your store bysending a customer re-engagement automationto the Lapsed Customers pre-built segment. Here’s how that series might look for your business:
Email #1: Tell your customers that you miss them, showcase your best sellers, or introduce them to some of your newest arrivals.
Email #2: Add a promo code content block to your emails and offer a discount to returning customers.
Email #3: Make one last push to bring the customers back to your store—with an even bigger discount.
Even if you don’t have an online store, these same concepts can be applied to your content or services based on visits to your website. Or you can use these same techniques to re-engage people on your email list. For example:
segment your email list based on people who haven’t opened one of your emails in 6-months.
Then send a targeted email to that segment asking each person if they still want to be on your list. Give them a 2- to 3-option question re what they want to hear about from you.
Automatically append their responses to their accounts so that you can segment them based on that information later.
This will allow you to speak more directly to them and give each person the valuable information they requested.
If you don’t hear from them, delete them from your list. If someone hasn’t opened one of your emails in 6-months or more, they aren’t your audience. And keeping them is just like keeping old, ratty, split-ended hair just because it’s long. Let it go, girl.
The news in social media last week was pretty interesting, according to a new article by Chris Neri. The MarketingProfs #SocialSkim article featured some news that affects me and the brands I work with directly…so it may affect you too. I’ll get right to it:
Facebook is going to punish you if you try to “bait” your audience into engaging with you.
You know all those “share this with 7 friends to enter to win” or “comment if you like puppies” or “vote with a reaction” posts you see on Facebook? Well the social media giant says – quote* – you gon’ learn today (or soon) when it comes to using their algorithm to grow your business.
While some posts like this are just cheesy, I’ve seen some really well done contests, legitimate audience surveys and just fun/entertaining campaigns. In addition to the practical implications of using Facebook native features to build awareness for critical needs.
Missing child reports, fundraisers, and travel tip requests, among others, will be omitted from the social network’s new policing policy.
Choose your next Facebook campaign wisely, folks.
…Another interesting development, based on Neri’s article, relates to the company that gets all my money: Amazon.
Seems somethings brewing in Bezo’s bunker to position it for straight up digital MMA with Google. Neri writes:
A new twist on the ongoing Amazon YouTube feud could be on the horizon in 2018: Amazon recently trademarked “AmazonTube,” which the trademark application describes as “non-downloadable pre-recorded audio, visual and audiovisual works via wireless networks on a variety of topics of general interest.”
That makes AmazonTube sound a whole lot like an on-demand video streaming network just like…YouTube.
Between Google’s YouTube pulling its app from Amazon’s Echo Show and FireTV devices, and Amazon’s Prime Video app being unavailable on Google Chromecast, AmazonTube seems to be the next big arena where the two media giants square off.
We should all keep an eye on this.
…Next up: customer service on social media. We all know Facebook has been tweaking (and promoting) it’s messenger features for businesses as a way for them to interact with their audiences, well now Twitter makes some upgrades to help brands get more personal with their tweeps as well.
Businesses will now have nameable and editable welcome messages when creating Direct Message Cards as a part of campaigns to keep their messaging relevant to the campaign.
But what do users get in all this? They’ll be able to see whether the messages they’ve sent have been read by a human customer service agent or a chatbot, thanks to the introduction of read receipts and typing indicators.
If you’re a small business or solopreneur looking to incorporate social customer service into your arsenal, you should keep an eye on this one.
There’s even more great social topics and tidbits in Neri’s article, including info on Twitter stock, creating your own SnapChat lens, AIM’s farewell – insert “I thought they had already died” comment here – and more.
Check out these great social campaigns from 2017 to give you ideas for next year. Feeling inspired? Me too.
Putting together a successful social media campaign isn’t easy, but sometimes a spark of creativity is all you need.
All year long, we’ve kept tabs on the biggest, cleverest and most inspiring social media campaigns out there and collected them in one awesome blog. Here are six of the best we’ve seen.
Eggo and Stranger Things – The TV Tie-in
Our final campaign comes from the curious world of Eggo and Stranger Things. The 80’s style Netflix sensation has taken the world by storm and the brand most linked to the series? Eggo, Kelloggs’ waffle brand.
I’m definitely bookmarking this gem from the talented Ivan Kreimer for ALLLLL. OF. 2018!
Picture this: It’s Monday morning. You’re in your office, sipping your morning cup of coffee.
You sit down in your chair and turn your computer on.
As you think about the latest marketing campaign you’re working on, you decide to check your emails, like you always do.
Then, your heart freezes. You have 600 emails to read.
Ten minutes later, you get a notification in the right-hand corner of your computer. It’s your boss messaging you on Slack. She wants to meet with you to discuss some details about next quarter’s marketing campaign.
You haven’t even started working, and you already feel overwhelmed.
“I can’t keep up like this,” you say to yourself.
How can you keep your sanity when you have so many things to do? How can you keep your priorities straight and get everything done?
So… in one of my recent reads, I caught up on social media trends to watch out for in 2018, according to a recent article by Entrepreneur.com.
The author, Deep Patel, posits some interesting ideas re augmented reality, use of group hangouts and improved governance on social media. It’s definitely worth a read or at least scan for the topics that jump out at you.
I found the following ideas and statistics most interesting:
2. Increasing popularity of Instagram Stories
Over 200 million people use Instagram Stories each month, which is over 50 million more than those who use Snapchat — and Instagram Stories is just one year old! At this rate, nearly half of all Instagram users will be using Stories by the end of 2018. This means that brands interested in connecting with Instagram users must take the time to master Instagram Stories.
While I’m mostly a lurker on my personal instagram account, some brands I’ve worked with have found success using stories as a way of getting more personal on Instagram. It’s been great for showing behind the scenes content and for showcasing interesting expiring promotions.
Deep kicked some knowledge about Twitter too that had me like:
7. Rethinking Twitter
Twitter has failed to grow followers significantly in 2017. In fact, LinkedIn, Facebook and Instagram all have more social media followers. This year, Twitter also lost access to streaming NFL games (Amazon won the rights). In 2018, it is likely that Twitter leadership will aim to rethink how the platform operates.
Possible changes to Twitter include selling the company to private investors, changing the platform to include some subscription element and/or revamping Twitter advertising options, which have fallen behind other platforms.
Real talk, I hadn’t paid enough attention to Twitter stats over the past year to even realize what was going on. Real talk, I hadn’t paid enough attention to Twitter period… so I guess that sort of proves the point. Woomp. woomp.
Deep also highlights information on influencers, Generation Z, live streaming and more.
I share content about marketing, media, moxie and beautiful things. I love sharing what I've learned from working with BIG companies with creative folks who run small (but mighty) brands.
My style is candidly strategic and tactical, with equal parts lifestyle design and a dash of sarcastic wit. Ok, ok, more than a dash, but you'll love it.
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