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June 24, 2019

How To Be Awesome On Social Media

You can’t avoid social media.

Any mobile app maker that isn’t leveraging social media to connect with its current and potential users is wasting huge opportunities. But it’s not enough to get social media; you need to get social media right. And that’s where it gets tricky. Still, some brands stand out in how they use social media to promote their mobile apps.

Treat Facebook Like a Community

Many brands don’t understand that Facebook is long-term commitment. To build a thriving community, you have to dedicate serious time to the platform. The people behind the super popular Angry Birds app understand this and it shows. On its Facebook page, it has sneak peeks at new levels and new versions of the app. The Facebook page also allows fans to show off their love of the game. They can post pictures of their Angry Birds themed birthday cakes, unusual places they’ve taken the Angry Birds stuffed animals, and other examples of ways users are enjoying the app in real life.

Show Them What You’re Telling Them

With the popularity of Instagram, Vine, and Pinterest, social media has become more visual than ever. It’s not enough to tell your followers how your app will change their lives; You need to show them, too. Evernote is a great example of this principle. They don’t just make videos of their app in action or tutorials for users trying to get the most out of their app. Their Youtube page is full of real life users showing how the app can make doing what they do easier. It’s both authentic and aspirational–two words that any brand would like associated with its app.

Make Your Users the Stars of Your Feeds

Your users care more about themselves than they do about your updates about your apps. One way to get them to care more about your updates is to put them in your updates. Starbucks isn’t just a mega coffee chain. It also has a mobile app for ordering and in-store purchases that it promotes through its Instagram account. Instead of posting professional photo shoots aimed to showcase its brand, the coffee chain posts pictures users take with its logo or products, and tags those users in the photos. The company gets social proof that people love the brand. Users are eager to submit their homemade pictures in exchange for a shout out from their favorite coffee provider. It’s a win-win situation.

Bake Social Media Right Into the User Experience

Duolingo is a language app for IOS, Windows, and Android that allows users to learn a number of foreign languages including Swedish, German, and Vietnamese. The app relies heavily on gamification to push users to practice language skills. Duolingo believes that if you don’t receive points for it, it doesn’t count. It awards points for each right answer, gives each user three lives per lesson, and offers prizes for milestone achievements.

Duolingo integrates social media into its app through gamification, too. It allows users to connect their Facebook friends to the app and compete for daily, weekly, and all time goals. Then it rewards users with its in-system currency, lingots, for winning these competitions. Users can then trade lingots for extra lives, perks, and swag in the app.

Reward for Social Sharing

Social proof drives downloads better than any advertisements you can buy. The idea is that if someone is considering your app, they are more likely to take into account the opinion of one of their current connections than a stranger. For instance, an invitation from a friend or coworker holds more weight than a promotional email.

Dropbox knows this and uses incentives to entice users to participate. The popular cloud storage app offers 500MB of free space for each of user’s invited contacts who signs up for Dropbox and then downloads the app. Users can earn up to 16GB of bonus space to your Dropbox account through referrals through Facebook and Twitter.

Zig When Everybody Else Zags

Social Media is a crowded landscape, no matter what industry you’re considering. Standing out sometimes means doing something counter intuitive. All it takes is some solid media intelligence and media analytics. Taco Bell is more about fast food than mobile technology. But recently, it unveiled a new mobile ordering and payment app. Most companies launching a new app would start a social media frenzy about it. But instead of spending the day using social media to promote it, Taco Bell did the exact opposite.

On launch day, all of Taco Bell’s highly followed social media accounts went dark. If a user went to a Taco Bell account on any platform, they were greeted with a wiped account. The only words on the account were “#onlyintheapp” and a link to download their new app. App downloads were up and the hashtag “#onlyintheapp” was used over 400 times in the first hour of the launch alone–all by breaking the rules.

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During a time of surging prices Buy Now, Pay Later (BNPL) has gradually transformed consumer patterns of behaviour in a largely heterogenous Southeast Asian region.

High mobile penetration has given social media access to a younger demographic that perceive BNPL as an enticing option with no accessibility issues.

To access these insights, simply fill in the form below:

A largely rural and underbanked population became very susceptible to predatory inclusion leading to increased calls for regulation. This helped in changing the consumer perception of BNPL from 'free money' to 'lent money'.

The geography and the type of manufacturers present in the region also play a huge role in the kind of commodities bought by audiences. BNPL providers work by assessing the standard of living of the population that's largely underserved, and provide offers accordingly.

Brands, interestingly grabbed the opportunity of providing these services to consumers involving less bureaucratic processes. Therefore, consumers are stuck in the dichotomy of maintaining restraint when it comes to spending, but also having the fear of missing out when brands make everything so much more appealing.

News outlets maintain conversation around regulation and that providers' lending processes need to be responsible and compliant, especially in an industry with an uncertain future.

Gain data-backed perspective on the top BNPL players influencing audience behaviour in the region and go beyond surface insights to understand their dominating narratives in governance, audiences and pop culture.

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Buy Now, Pay Later: mapping dominant narratives and spending habits in an underbanked Southeast Asia

Explore how BNPL is transforming consumer spending with dominating Southeast Asian regional narratives amidst growing regulation.

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During a time of high interest rates and restrained spending, Buy Now, Pay Later (BNPL) is offering another avenue for consumers to cope financially.

In this environment individual approaches to finances are shifting with a growing number utilising BNPL for essentials rather than luxuries. As a result, attitudes towards spending are also evolving.

There are increased calls for regulation and scrutiny of the sector, with proposals for oversight similar to that of traditional credit cards. For brands even tangentially involved in the sector, and the PR & Comms professionals in situ, understanding what messaging resonates, where risk lies and how trust might be earned is essential.

Gain data-backed perspective on the communities engaging with the BNPL sector - from Gen-Z to political followers and fintech enthusiasts - and go beyond surface insights to understand their evolving preferences, concerns, and the implications for future financial behaviours.

To access these insights, simply fill in the form

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Buy Now, Pay Later: mapping shifts in consumer spending & brand associations amidst difficult times

Explore how BNPL is transforming consumer spending, financial strategies, and industry perceptions amidst regulatory and media scrutiny.

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As the spotlight on sustainability intensifies year by year, it has become a focal point for legislators, media entities, and audiences worldwide.

This dynamic environment demands that brands and institutions elevate their standards in messaging and actions, holding them accountable like never before. For professionals in the PR & Comms realm, it is imperative to grasp not only how sustainability is being discussed but also the potential pitfalls, such as greenwashing, and gain a profound understanding of the diverse audiences receiving these messages.

Explore over 20 beautifully crafted pages of data visualisation that illuminate audience insights sourced from social media, news outlets, and search engines. Gain valuable perspectives on how one of the defining issues of our time is being discussed and understood.

Our exploration of this crucial topic delves deep into uncovering insights that are indispensable for crafting effective strategies, both tactical and long-term:

-Unraveling trends in the sustainability conversation

-Assessing brand & industry reputations

-Navigating greenwashing & misinformation

-Understanding the diverse audiences of sustainability

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Sustainability: Mapping the Media & Public Conversations

From accusations of greenwashing to the role of misinformation, we explore the comms landscape around sustainability.

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data-driven PR

Data-driven PR is a key driver of targeted communications strategies, but the strategy isn’t solely dependent on the large volumes of data being hosted online. The real challenge lies not in quantifying the abundance of information but in our ability to unearth actionable insights from this virtual goldmine. In this web of stakeholder engagement, the true art lies in analysing and applying the wealth of intelligence buried within.

Data lakes are essential for tech businesses but don't get bogged down by the amount of information. The goal is to sort through the maze of data, merging different sources and perspectives using media and stakeholder intelligence. These intelligence tools uses data mining and data science to analyse public, social, and editorial media content. It refers to marketing systems synthesising billions of online conversations into relevant information. When communicating with data, it’s beneficial to keep the following approaches in mind to effectively achieve your objectives.

Unlocking Data's Capabilities

Contrary to popular belief, the volume of data isn't the priority. It's the strategic application that truly matters. For organisations deeply entrenched in the tech sphere, data lakes have become foundational. Yet, let's not get caught in the vortex of sheer volume. Our purpose lies in deciphering the data labyrinth, piecing together the global and the hyperlocal, infusing social and political insights, and fusing disparate data sources. This means blending research surveys, online feedback, web searches, and in intriguing cases - insights from the elusive dark web.

Media and stakeholder intelligence allows clients to discern the intricate narratives woven by their audience.

Consider the following approaches:

  1. Segmentation Strategy: Divide data into stakeholder groups to tailor messaging and strategies effectively.
  1. Strategic Metrics: Define key metrics aligned with goals (e.g. sentiment and engagement) for actionable insights.
  1. Holistic Insights: Combine global media trends, local narratives, and social data using visualisation tools.

Deciphering Stakeholder Dynamics

To unlock the potential of stakeholder engagement in your PR and communications strategies, it’s essential to follow a multi-faceted approach. 

Start by categorising your stakeholders strategically, as this segmentation forms the foundation for creating tailored and impactful engagement strategies. Additionally, keep a close eye on social conversations and online communities, as these platforms provide valuable insights into emerging trends and sentiment. Adaptability is key when it comes to messaging; personalise your communication to address the specific needs and concerns of each stakeholder group. By aiming for authenticity, you can build stronger connections and foster trust.

To unlock stakeholder potential, apply the following:

  1. Stakeholder Map: Categorise stakeholders by power, influence, and relevance to create focused engagement strategies.
  1. Narrative Tracking: Monitor social conversations and online communities to uncover emerging trends and sentiment.
  1. Customised Engagement: Craft messages aligned with stakeholder concerns to enhance authenticity.

Embracing Stakeholder Advocacy

On the journey to authenticity, harnessing the potential of stakeholder advocacy emerges as a vital strategy. This is particularly potent in areas like environmental, social, and governance (ESG) and diversity and inclusion (DNI), where credibility isn't instantaneous but a journey. Collaborating with stakeholders who share similar objectives creates a powerful ripple effect. Their advocacy becomes a strong ally, propelling organisations toward credibility. It's a co-creation of value that resonates and reverberates. 

Harness the powers of stakeholder advocacy with the following:

  1. Advocate Identification: Find stakeholders who share values, especially in ESG or DNI areas.
  1. Partnerships: Collaborate with advocates on initiatives, content, or events for credibility.
  1. Co-Creation: Share narratives with advocates to build trust and resonate with stakeholders.

Turning Theory into Practice

Putting these principles into a tangible context, consider the hypothetical case of an Australian non-profit organisation during the pandemic. As traditional face-to-face engagement became impractical, the organisation could have identified an opportunity to leverage online platforms.

Recognising the increasing digital engagement among their target audience, the organisation explored social media groups dedicated to mental health support. These are opportunities to join conversations and foster authentic connections with individuals seeking guidance during isolation.

By embracing this new avenue, the organisation can not only maintain their engagement but also expand their reach through solutions like virtual support groups, the sharing of helpful resources, and even organised online events to address the community's pressing needs. This adaptability not only showcases their commitment but also demonstrates the power of stakeholder-centric content in an evolving landscape.

Sailing Toward Success

In PR and communications, data is crucial, and insight is valuable. Prioritise stakeholder needs with strategic data segmentation, aligned metrics, and a combination of global and local data. Understand stakeholder dynamics to engage with them effectively. Advocacy and collaboration can build credibility and trust. This discussion empowers PR professionals with tools to translate insights into action.

Ready to turn insights into impact? Enter Isentia's research solutions and media intelligence platform. Seamlessly tackle data segmentation, decode stakeholder dynamics, and embrace authenticity through advocacy. 

Unlock Your Communication Potential with Isentia Today.

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Blog
Navigating Data-Driven PR & Comms in a Stakeholder-Centric Landscape

Data-driven PR is a key driver of targeted communications strategies, but the strategy isn’t solely dependent on the large volumes of data being hosted online. The real challenge lies not in quantifying the abundance of information but in our ability to unearth actionable insights from this virtual goldmine. In this web of stakeholder engagement, the […]

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