The Week in Social Analytics #119

It’s Friday, so that means it’s time for This Week in Social Analytics and our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook.

On content:

5 ways to produce content that drives revenue [from iMedia Connection; written by Erika Goldwater]

“. . .some 90 percent of marketers invest a huge portion of their budget on content without a formal strategy in place. A documented strategy can dramatically improve resource and budget allocation, buyer targeting, and content idea generation. And it should include concrete and measurable goals, as well as a system for tracking performance relative to those goals across the lead-to-buyer lifecycle. If driving sales and revenue is your goal, there’s only one way to know if your strategy is working: measure effectiveness across the funnel and make adjustments accordingly.”

Content marketing and the difficulties of storytelling [from Econsultancy; written by James Curtis]

“The other big contributing factor to why content marketing campaigns fail to deliver good storytelling is that we forget that most obvious of challenges with digital media, the narrative is often non-linear.”

Visual content:

Visual Content, Confusion, and Copyright Laws [from Spin Sucks; written by Lindsay Bell]

Take it from the macaque: It’s your job to make sure you’re keeping up with and following copyright laws on the images you use in your visual content and marketing.

5 Visual Platforms to Boost B2B and B2C Engagement [from Social Media Today; written by Mordecai Holtz]

If you’re looking to produce and share more visual content, consider these platforms.

Three Instagram accounts every marketer and designer should follow [from Econsultancy; written by Edwyn Raine]

Any overlooked suggestions to add to this short list?

Master the platform:

How to Build Your Brand on YouTube and Reach New Customers [from Social Media Today; written by Joy Mali]

“Video is the best way of communicating your brand to your customers since it establishes a real time experience within them, and your customers feel as if they have really connected with your product. Hence, video can easily support your branding effort like no other medium.”

Brand Marketing on Vine: How to Sell Yourself in Six Seconds [from Social Times; written by Jon Mowat]

Key takeaways from some of the brands best at using Vine:

  • They all have the brand’s community at their heart. GE showcases science, Samsung showcases extreme outdoor sports and French Connection showcases their clothing range to those interested in fashion and travel.
  • There is never a hard sell. In fact, it’s best to avoid traditional advertising calls to action, as they just don’t work on the platform. Each of the Vines above simply give you something to think about; the takeaway is a simple, personal moment. Connection to the brand has to be more subtle and often only establishes itself after you’ve hooked your audience on your style of Vine.
  • They left the door open for you to return. Great Vines will make sure to leave you wanting the next story with anticipation.
  • Creativity was a watchword. Each Vine used the format to its strengths and didn’t try to make a Vine something it can’t be. With the platform, you’ve got a precious few moments to make an impact. Don’t waste them, but at the same time don’t try to cram everything in. Efficiency and the simplicity of your message is key.

Everything else:

Does Social Media Make Crisis Communications More Difficult to Manage? [from PR Newser; written by Shawn Paul Wood]

Seems especially applicable in the wake of DiGiorno’s Twitter mistake earlier this week, and brands’ inability to keep quiet on 9/11.

How to Incorporate Social Media Into Your Product Packaging [from Social Mouths; written by Francisco Rosales]

“Product design and product packaging are two of the only ways you can draw consumers back into your online campaigns as they navigate the physical world. A social campaign may get the ball rolling, but a single hashtag or slogan on your packaging will encourage users to engage more deeply both in person and online.”

The Ultimate Guide To Social Media Contests, 15 Steps [from Social Fresh; written by Erica Campbell Byrum]

Helps you build a plan with a timeline from three months out.