Weekly Recap - March 24, 2017

Let’s talk social. Advertisers are investing more on social platforms. Millennials want socially responsible brands. And consumers are becoming more conscious of their social presence. Meanwhile, Instagram is making its platform better suited for shoppers. Let’s dive in.

DETAILS, please

Advertisers investing more in Facebook. Over the next 12 months, close to two-thirds of brands’ plan to increase their investment to the social platform.

Millennials driving brands to practice socially responsible marketing. How are Millennials going to collectively spend that $30 trillion?

A better shopping experience on Instagram. Discovery has been part of the Instagram experience from the beginning.

Meanwhile back at the RANCH

Social media users are scaling back: What this means for your brand. Today, consumers are becoming increasingly more aware, careful and sensitive to their own and other’s social presence.

Grocers are poised for Facebook greatness. Some brands struggle to find purpose on social media. Grocers aren’t among them.

THE Topic of conversation

Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest free guide "Communicating with Visuals."

SHARING is CARING

Like what you see? Share the Brogan Recap.

Social media users are scaling back: What this means for your brand.

Have you logged in to your social media accounts to see a post or photo you shared from five years ago and wonder, “What was I thinking?”

Don’t worry, you’re not alone.

Today, consumers are becoming increasingly more aware, careful and sensitive to their own and other’s social presence. And it’s causing users to scale back.

According to a recent CEB Iconoculture survey, 72 percent of consumers limit the amount of information they share on social media. 59 percent seriously consider the consequences of all information before they share. And 56 percent clear their search history, cookies and bookmarks regularly.

What’s happening.

Insecure, overwhelmed and careful, users are:

1.    Sharing less frequently.

2.    Sharing less personally.

3.    Sharing more mindfully.

Unfortunately, 62 percent of consumers believe that once they share content, they can no longer control it. Therefore, they’re limiting their time in platforms, sharing less personally and really considering the social consequences before they post.

Who’s to blame.

While some note the post-election period initiated users to scale back, others are putting blame elsewhere:

  • Other users: Some are saying they blame their friends and other profiles for tagging them in things they don’t want to be associated with.
  • Self: Users are noticing they blame themselves for accidently saying or doing the wrong thing on the platform.
  • Everyone: Consumers are noticing some posts generate a lot of comments from most their friends and noticing that information can be easily skewed and distorted the more people are involved. Telephone game anyone?
  • Platform: We’ve all had our fair share of technical difficulties when it comes to social media. Going back a few weeks to look at a friend’s post and accidently liking it? We’ve all been there. Consumers are also finding that instead of posting on their own profile, they have also accidently posted on a brand’s profile that they’re administrators of. YIKES!

The prevention tactics.

Consumers are now taking steps to secure their profiles and limit their time on platforms. While two-thirds of social media users have unfriended other users, they are also unfollowing brands due to negative associations (71 percent). Consumers are preferring to share content on “dark web,” instead of on social platforms (82 percent).

What brands need to be prepared for.

Social media users are looking for safe and comfortable environments to share, and brands (and platforms) need to accommodate. Platforms like Snapchat and Instagram Stories that put the user in control of who sees their content are considered more favorably.

Are you a brand looking to communicate more comfortably with consumers? See how you can communicate more visually. Download our free guide "Communicating with Visuals."

Grocers are poised for Facebook greatness.

Grocers are poised for Facebook greatness

Some brands struggle to find purpose on social media. For lack of relatable brand content, they resort to posting random memes, celebrating obscure holidays and sharing inspirational quotes. It can be painful to watch.

They must envy grocers. Most community managers would gladly surrender five years of brand content for the content potential on just one shelf of the cereal aisle. “What’s in your bowl?” “Bran. It’s not just for breakfast.” “Are you more Captain Crunch or Tony the Tiger?”

More than content, grocers have the benefit of a highly motivated audience. Consumers don’t have to be baited into liking grocer pages. They naturally seek them out, according to an FMI study.

About half (53 percent) of all shoppers—especially younger Millennials—connect with food retailers through social media. Seventy-three percent of Millennials (age 18-27 in 2017) and 59 percent of Gen Xers (age 38-51 in 2017) are influenced by social media.

Not just any social media. Facebook is the preferred channel for grocery shoppers of all generations. Millennials use it most, followed by Gen Xers, Boomers and Matures. They use social to scout sales and promotions (73 percent) and new products (72 percent), and to find recipes (59 percent). This according to a separate study by UPS called Pulse of the Online Shopper.

What are grocers doing with all that potential? Not nearly enough, per yet another study by Retail Feedback Group (RFG).

RFG found that while most (87 percent) supermarket shoppers follow one or more social media channels, just 25 percent have friended or connected to their primary grocery store. This is most likely because grocers are not claiming their Pages or spending scant resources to manage them.

Enough already.

Attention Grocers: Your consumers want to be (Facebook) friends

It’s time to get serious about social media, else customers may fall in “like” with a competitor. Data suggest Facebook is the most popular platform for grocery shopping, so start there. If you’ve already claimed your business page and just need a little inspiration, skip to number 2 below. If this is all still very new to you, begin at the top.

  1. Claim your page. Facebook created a step-by-step tutorial for just this occasion. You’ll need a profile picture, which will serve as the main icon of your page. The icon is square. Obvious choices are brand logo or store name. You’ll also want to have a cover photo handy. This is the dominant image that stretches across the top of your Facebook page. The official dimensions are 851x315 pixels. This is prime real estate and should be reserved for marketing campaigns and longer-term promotions.
     
  2. Evaluate your resources. Identify a champion who will be responsible for managing the page. It will be their job to regularly update and post to the page and follow user activity. This position is known as the community manager. Identify a backup community manager in the event of illness, vacation or job change. The community manager will likely come from your marketing team as social media is part of the marketing function.
     
  3. Follow the competition. Peruse a few months or more of the competition’s Facebook feed. Look for posts that generate significant engagement, as well as campaign themes and regular promotions.
     
  4. Develop a plan. Facebook business pages come with lots of features--analytics, reporting, security and access, and more. Take the time to understand how to manage the platform and how you’ll measure success before diving into content. Pay close attention to analytics, reporting and access. Once you understand the tools, create a plan that includes cadence (how often you’ll post weekly), communication (your ideal response time), and monitoring (how you’ll keep abreast of activity and respond to both positive and negative comments).  
     
  5. Create a content calendar. Everything on Facebook is content—copy, images, video. It’s all considered content. This is what your consumers are craving. Start with a quarter, just three months of content. Original content is ideal because it will be most relevant to your followers. But it’s okay to share complementary content once or twice a week from brands that you carry. Your content calendar should support your marketing strategy. Think in terms of sales goals and traffic.
     
  6. Promote your page. Boosting posts can be an effective and inexpensive way to advertise outside of your fan base. This video explains how to boost a post in under two minutes.

For more on content development check out “Content marketing: 4 rules to follow.”

Weekly Recap - March 10, 2017

Move over Facebook, Vimeo is now adding 360 degree video. But what constitutes a view? A share? A like? Adweek is breaking down what it means to truly measure ads. Us? We’re looking at HubSpot’s list of impressive influencer marketing campaigns. Take a look.

DETAILS, please

Vimeo is adding 360-degree video capabilities. Vimeo announced today it will let creators upload, share and sell 360 video on the platform. They’re hoping this will accelerate adoption of the experiential format. 

How to get the true measure of a mobile ad. And how should advertisers incorporate likes and shares in social media?

10 impressive examples of influencer marketing campaigns. You can't go anywhere these days without hearing about the elusive, purportedly mystical powers of influencer marketing.

Meanwhile back at the RANCH

Facebook and Google are losing the war against ad-blockers. All told, internet users worldwide had installed ad-blocking software on 616 million mobile devices and desktops by the end of 2016, a 25 percent increase from 2015 (491). 

Self-care and what it means for healthcare marketers. You know it is 2017 when you can officially count a glass of wine or reading a good book as part of your self-care routine

THE Topic of conversation

Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest, greatest and free whitepaper "Communicating with Visuals."

SHARING is CARING

Like what you see? Share the Brogan Recap.

Healthcare Checkup - March 2017

Let's face it, we've all Googled our symptoms before. That rash, pain or cough. According to Google, 1 percent of queries are symptom related. That's millions of searches surrounding symptoms and signs of illness. So, what does this mean for your practice or hospital? Let's break it down.

VITAMIN B&P.

How to get more patients to try telemedicine. Patients consult Google pretty regularly for healthcare advice.

MARKETING SUPPLEMENTS.

Snapchat vs. Instagram: Everything your brand needs to know. Debating which visual social platform is better for your brand? Let's break it down filter-by-filter, post-by-post, percentage-by-percentage.

INDUSTRY PULSE.

Is there something we should be learning from children's hospitals? And do you know how to empower patients, while also keeping their information private and secure? See here.

Children's hospitals form partnerships to boost revenue, serve more patients. With all the changes happening in the current healthcare climate, hospitals looking to thrive must take unique approaches to their operations.

How to make patient empowerment a reality. Patient empowerment promises to help improve medical outcomes while lowering treatment costs.

MONTHLY DOSE.

Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest, greatest and free whitepaper "Communicating with Visuals."

Snapchat vs. Instagram: Everything your brand needs to know.

Debating which visual social platform is better for your brand? Let’s break it down filter-by-filter, post-by-post, percentage-by-percentage.

Active users and audiences.
To date, Snapchat has:

Instagram has:

  • 600 million registered users
  • 400 million monthly active users
  • 75 million daily users

If your brand is looking to reach adults 18-34, Snapchat reaches 41 percent of this audience on any given day. Roughly 71 percent of Snapchat users are under the age of 34, and 70 percent of all users are female. Audiences vary slightly more on Instagram. According to a recent Pew Research survey, Instagram accounts for the following audiences:

  • 59 percent of 18-34 year olds
  • 31 percent of 30-39 year olds
  • 13 percent of 50-64 year olds
  • 5 percent of 65+

In the past year, these figures have increased across all audiences except for those 65+, which experienced a decrease in users by one percent.

Time spent, content shared.
On average, a daily Snapchat user spends roughly 25 minutes in app. Snapchatters watch over 10 billion videos per day. An Instagrammer spends on average 21 minutes a day, with an average of 80 million photos posted daily. What’s more:

  • 60 percent of users say they discover new products on Instagram
  • 70 percent of users follow a business on Instagram
  • 75 percent of users take action after being inspired by a post

Features, filters and fixtures.
Snapchat allows users to spice up photos and videos with:

  • Filters
  • Speed
  • Temperature outside
  • Altitude
  • Time
  • Geo-filters
  • Stickers
  • Make your own stickers
  • Bitmojis
  • Emojis
  • Text and even a combination of the features

Instagram involves a variety of visual interests for users. For in-feed photo posts, users can opt for landscape, portrait or square images. Instagrammers can even post videos: hyperlapse, slow motion, standard video and Boomerang video units. Feel like posting 10 images or videos in one post? Instagram even supports album-style postings.

Stories.
Snapchat was the first to claim their stake in this territory, but Instagram has now joined the field. According to Social Media Today, Instagram has a better user interface, an easier way to share stories and their features are cleaner. Here’s what you’ll find:

  • Boomerang video
  • Linking to blogs or other handles
  • Stickers
  • Weather
  • Current time
  • Location
  • Text
  • Drawing capabilities
  • Live video

You can even save your entire story from the past 24 hours to your camera roll.

Messaging.
Not only can you send snaps to users you connect with, but you can also make audio and video call through the Chat interface. In contrast, Instagram allows users to message through threaded messages, known as Instagram Direct. Users can name their chat groups, send photos, oversized emojis, comment on stories and even share profiles.

Discover and explore.
Both apps offer the ability to find inspiration, news, brands and other accounts on discover and explore pages. These pages allow users to see what is trending, what live videos are available and what accounts/brands have stories available for viewing. 

Advertising.
As part of their monetization strategy, Snapchat offers a variety of creative ad tools:

  • Snap Ads – These video units offer up to 10 seconds of branded messaging. Users interested in learning more can be directed to an article, app install, long form video or lead right to your brand’s website.
  • Sponsored Geofilters – Is your brand looking to advertise in a specific arena, location, etc.? Geofilters put a virtual fence around a venue or community, enabling only those users within to access special filters.
  • Sponsored Lenses – Lenses can be used anywhere regardless of location. To activate, press and hold on images and lenses will appear. Branded lenses can be triggered by users raising an eyebrow, sticking out a tongue, etc. On average, users play with Sponsored Lenses for 20 seconds.

Snapchat also offers 3V Discover Ads, 3V Live Ads and 3V Ads Between Stories. 

Whether you’re looking to increase app downloads, sign-ups, video views, video completions or looking to drive traffic to the website, Instagram users can utilize all of these metric guided campaign tools through Facebook Ads Manager. So, if your brand is running an ad campaign on Facebook they can even extend the campaign to advertise on Instagram. Ad opportunities include: photo ads, video ads, carousel units, photo and video ads in between Instagram Stories.

Interested in advertising on these platforms? Talk to us.

For more on visual communication, download our newest guide, "Communicating with Visuals," to learn how your brand can amplify their marketing.

 

Weekly Recap - February 17, 2017

#FlashbackFriday. #ThrowbackThursday. #MotivationMonday. How are you using hashtags on Instagram, Twitter and Facebook? HubSpot has some strategies, especially when you need to promote video. Because when it comes to video, views differ across the generations and platform. Hint: We’re talking about Snapchat. See here.  

DETAILS, please

Do you know how to correctly use a hashtag? Here’s how hashtags work on Twitter, Facebook and Instagram.

Infographic: How Gens X, Y and Z consumer video content. Whether you’re looking to introduce your brand to a Gen X music buff, Gen Y shopping fiend or Gen Z gamer, there’s no doubt that YouTube can be a valuable investment. 

Why Snapchat misses the influencer mark, for now. Social networks typically form relationships with celebrities and social stars, Snapchat is different.  

Meanwhile back at the RANCH

Kate Spade New York's 365 days of joy. Who couldn’t use a little inspiration—especially when it’s right at your fingertips.

THE Topic of conversation

Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest, greatest and free whitepaper "Communicating with Visuals."

SHARING is CARING

Like what you see? Share the Brogan Recap.

Kate Spade New York's 365 days of joy.

Who couldn’t use a little inspiration—especially when it’s right at your fingertips.

Kate Spade New York rang in 2017 with a mission to make this year a little more joyful by motivating acts of kindness. We’re feeling it.  Cheerful and joyful is one of our agency’s of our unique core values. We’re always on the lookout for ways to fan those feelings.

Kate Spade announced their new plan on Facebook:

But they didn’t stop there. The retail brand extended the campaign across all social channels. Each day brings a new message from the brand. From encouraging users to go for a walk, take a deep breath or admire a piece of art, Kate Spade is utilizing Instagram Stories and their Twitter feed to provide users with a daily piece of advice to brighten their day and encourage users to “live colorfully.”

According to Media Post, showcasing the right emotions will drive social media referrals. Studies show that 55 percent of consumers who express happiness, puzzlement and fear are more likely to share branded content. How can brands measure positivity? While the true impact of this KPI is immeasurable, positivity not only enhances new brand opportunities but it expands their audience and earns new fans and followers, said Forbes.

Feeling inspired? Perhaps it’s time for your brand to communicate more visually. Download our latest, free whitepaper "Communicating with Visuals," to learn how your brand can amplify their marketing.

 

Weekly Recap - February 10, 2017

What’s your social strategy look like? Fact: Tweets with images receive 18 percent more clickthroughs, 89 percent more likes and 150 percent more retweets than posts without. Perhaps you’re looking to stay on top of the social media marketing trends of 2017. Or grow your Instagram followers? This week’s Recap is taking a deeper dive into the world of social media. #Seehere.

DETAILS, please

34 stats to help you plan your social media strategy. From usage numbers to engagement statistics, see just how impactful networks such as Facebook, Twitter and Instagram have become.

Six social media marketing trends to stay on top of in 2017. It’s only February but these trends are already taking over.

How to convert those Instagram followers into customers. Instagram now has more than 600 million monthly active users worldwide–more than Twitter, Snapchat or LinkedIn.

Meanwhile back at the RANCH

6 ads that won Super Bowl LI. From Bieber to Timberlake, Mr. Clean to Skittles, see which ads won Super Bowl LI.  

THE Topic of conversation

Visual communication. Did you know that 93 percent of communication is visual? Amplify your marketing and discover how your brand can communicate visually. Download our latest, greatest and free whitepaper "Communicating with Visuals."

SHARING is CARING

Like what you see? Share the Brogan Recap.

Healthcare Checkup - February 2017

Out–are the days of looking good and in–are the days of feeling good, finally. Brands are taking a new approach to reach consumers looking to benefit their health. Today, consumers are looking for more relatable messages and attainable goals. They’re also looking to take a break from some of their social media feeds. But not after they indulge in a Facebook 360 Live video, of course. Let’s take a look.  

VITAMIN B&P.

Why brands are discovering new ways to advertise to fitness consumers. Look good, feel good? Consumers today might have proven that motivational message no longer effective.

MARKETING SUPPLEMENTS.

Deseat.me: A digital disappearance. Are consumers really looking to go off the grid? Are we in the beginning stages of a digital disappearance?

Facebook 360 Live: From a marketer’s view. 360 video is nothing new to the social world, but 360 video in real time is new to the world of Facebook.

INDUSTRY PULSE.

Looking to go beyond treating with a pill, healthcare firms are turning to mobile apps to help their patients. And if its personalized messaging, all the better. See here.

Moving beyond the pill in the healthcare sector. For the past several years, healthcare and pharma firms have been trying, with mixed success, to step up their beyond-the-pill programs.

Infographic: How to personalize patient marketing. The start of a positive patient experience begins with a consistent communication strategy.

MONTHLY DOSE.

Does your hospital marketing budget have you down? Download our free guide, "How to market your hospital on a tight budget," to learn budget efficient marketing strategies.

Weekly Recap - February 3, 2017

Chips. Salsa. Social media. Ads. Yes, we're talking about the Super Bowl. Not only is it the Big Game for the NFL but for brands and advertisers as well. It's the one night of the year when consumers don't want to skip commercials. According to Adweek, 52 percent of consumers believe the ads supplement the fun of the Big Game. Another major component: social. Adweek notes that 52 percent of consumers will be turning to Twitter for most Super Bowl content. Is your brand ready? 

DETAILS, please

How good and bad Super Bowl Ads affect consumers' purchasing decisions. Finding out which Super Bowl LI advertiser becomes the brand to remember will be a big part of the fun surrounding the Big Game on Sunday.

A look at all the ways fans will use social media during the Super Bowl. For brands, the Super Bowl was once simply about counting the eyeballs that saw their ads. Now, it is so much more.

Super Bowl Advertisers hope to score touchdowns before the big game. When it comes to the Super Bowl, the big game's commercial breaks now get nearly as much pre-game hype as the event itself.

Meanwhile back at the RANCH

Why brands are discovering new ways to advertise to fitness consumers. Look good, feel good? Consumers today suggest that motivational message may no longer be effective.

8 things every blogger must know. If blogging isn't part of your marketing plan, you might want to reconsider. Here's why.

THE Topic of conversation

Social media marketing. Download our free whitepaper "The Evolution of Social Media Marketing: 9 trends to know now."

SHARING is CARING

Like what you see? Share the Brogan Recap.

8 things every blogger must know.

If blogging isn’t part of your marketing plan, you might want to reconsider. Here’s why.

  • Blogs are like investments. One in 10 blog posts are compounding, meaning organic search increases their traffic over time (HubSpot)
  • Blogs build traffic. B2B companies that blogged 11+ times per month had almost three times more traffic than those blogging zero to one times per month (HubSpot)
  • And everybody’s doing it. 60 percent of marketers say blog content creation is their top inbound marketing priority (HubSpot)

So what are you waiting for? Maybe a little help to get started? Here are eight things every blogger should know:

  1. Audience & objective. Who are you trying to reach? Millennials. Women. Gen We. Why are you trying to reach them? Knowing your audience and what you want them to do is crucial to getting started.
  2. Topic & format. Are you writing about digital, trends, social media, Millennials, etc.? One thing to think about: what kind of topics is my target audience searching for? Is it virtual reality? Instagram hacks? Millennials? Boomers? Examples of healthcare media? Maybe it’s a time sensitive post or something newsjacking. The list goes on. Knowing what consumers are searching for can not only help you write your blog, but can help SEO (search engines bring your blog to the top results). Need an example? See Brogan’s categories:

Once you decide on the topic, then it’s time to setup the format. Some successful formats include: lists, how-to’s and best practices.

8 things every blogger must know

  1. Title. The title of your blog should always include the major keywords from your blog post content but should also include the keywords you know your audience searches. HubSpot notes titles with six-13 words attract the highest and most consistent amount of traffic.
  2. Length. Depending on your topic and format: length of posts should be anywhere from 500-2,000 words. Need more on this? Orbit Media Studios provided the following info-chart:

8 things every blogger must know

  1. Images. Does your blog post contain an image or video? If it doesn’t, it probably should, because according to HubSpot:

Today, there are several free stock photography sites to sift through and find the perfect image to supplement your blog. You can even take your own or consult your agency.

  1. Meta descriptions. If you’re wondering what this is? You’re not alone. A meta description is roughly 155 characters or less and describes what the blog you’re about to read is about. It is an HTML attribute to help with search engine rankings.

8 things every blogger must know

  1. Promotion: Social media, SEO, email and paid media. One of the best things for bloggers to do is to share their blog on their social channels. In fact, according to HubSpot, social media promotion ranks first place with 96 percent. Following social, SEO and email both come in at 58 percent, while paid media has 15 percent usage. HubSpot also notes:
    • Social:
      • In the past two years, content consumption on Facebook has increased 57 percent
      • 76 of people use their Facebook feed to find interesting content
    • Email:
      • 86 percent of consumers would like to receive promotional emails from companies they do business with at least monthly, and 15 percent would like to get them daily
    • SEO:
      • Google gets over 100 billion searches a month. (Mashable, 2015)
      • 51 percent of smartphone users have discovered a new company or product when conducting a search on their smartphone. (Google, 2015)
  2. Call-to-action. Looking for users to take an additional action. Present them the opportunity to sign up for a weekly communications newsletter, direct them to a whitepaper, guide or article about the same topic. Bonus, if they do decide to take action, they are staying on your website longer and could become a potential client, customer, etc.

Interested in more? Sign-up for our Weekly Recap for more industry news and insights. (See what we did there).

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