The Latest in Digital: Spirits Edition

Digital marketing continues to grow, and the spirits industry is also getting on board with caution.  While it can be a bit tricky (i.e. following people who are definitely over 21, promoting responsible drinking… the list goes on), it can be seriously beneficial when done correctly. Check out these four ways spirits are making a splash in digital.  

1. Johnnie Walker + Amazon Echo: Johnnie Walker has a new best friend, and her name is Alexa. They’ve teamed up with Amazon Echo so you can discover your whisky IQ or find a blend that works for your taste and budget, all without even leaving the couch. Welcome to the future, y’all.  

2. Budweiser + Lyft: A big part of digital efforts for spirits is promoting safe transportation, and Budweiser is taking it to the next level. They’ve partnered with Lyft to offer a coupon code on their social media so that fans can get home safely for free. 80,000 rides will be offered by the end of 2016. Props to Budweiser!

3. Malibu + Snapchat: Venturing to Snapchat has been a scary thought for liquor brands, with a large chunk of users being under the age of 21. However, they’ve have started to dip their toes in the water by sponsoring filters. Earlier this year, Malibu created a Memorial Day filter complete with a cocktail and text stating, “For 21 plus. Drink responsibly.” As the Snapchat audiences grows up, we’ll be seeing a whole lot more of where this came from.

4. Jim Beam + Virtual Reality: Last year, Jim Beam used virtual reality to promote their Devil’s Cut Bourbon, taking consumers on a virtual bourbon roller coaster ride. After they take off the headset, the virtual shot glass becomes a real shot glass. It’s time to sample bourbon, the 21st century way.

What spirits brands have you seen making serious digital moves? Chat with us in the comments below.

The Battle of the Stories: Instagram vs. Snapchat

First Snapchat, now Instagram. It’s safe to say that 24-hour stories are the name of the social game these days. So which one do you use? What’s the difference? How do you even use them? No worries. We’re here to give you some insight so you’ll not only be a pro at Stories, but know why you should be using these platforms for your business.  

The “Story” Process

Aside from clicking on a different app from the home screen of your phone, the process of creating and sharing a story is very similar.

For Snapchat, you simply open the app, snap a picture or video and add it to your Story. Of course, before you click send, you’ll want to select a duration for the picture and add a caption or drawing. Oh, and you can’t forget about that dog filter and a bitmoji if you want to make it elaborate. Once you’ve added it, you can view your Story and others by swiping left.

Instagram Stories on the other hand, are newer and will feel different and similar all at once. In order to create your Story, click the plus button in the top right corner to access your camera. Here, you can either take a picture or add a photo from your Camera Roll from the past 24 hours. After you’ve chosen your photo or video, add a caption or drawing and add it to your Story. Yes, it’s that easy… and alike. Now, take a look at the top of the home screen on each app. That’s where you’ll find your Story and well as others.

So What’s the Difference?

Besides the silly filters and a handful of geotags, Instagram made their Story feature almost identical to Snapchat’s. The main difference? One Business Insider article says that it’s all about content creation creation versus content consumption. When you open Snapchat, you’re prompted with your camera, basically screaming at you to snap a photo of what’s happening right at that moment. When you open Instagram, other Stories are nicely aligned at the top, just asking to be opened, so you’re more likely to open those first before venturing to create one of your own.

Why You Should Use Stories

Whether you choose to go with the original 24-hour creator, Snapchat, or opt for the new kid on the block, Instagram, we suggest choosing at least one. They give your brand the opportunity to offer a behind-the-scenes view of the company — something that fans crave. Show your polished side of the company on the traditional feed, and give the behind-the-scenes angle on your Story. As with anything in social it is best to test and learn. If you see higher fan interaction and engagment incorporate more stories into your content strategy. Which platform will you choose? Let’s have a discussion in the comments below.

Five Instagram Trends That Are Working

Instagram is constantly changing, and we’re always looking for ways to improve post performance. Here are a few tips for amping up performance in feeds:

1. Boomerang: If you haven’t heard of this app, we’re sure you’ve seen its Instagram integration in action. A quick scroll past this type of video on your feed will leave you thinking it’s just a short gif or video, but it’s actually a video creator by Instagram that lets you make mini videos that loop back and forth to share with friends. It’s literally a boomerang video. Show your product in action - (ie) some sweet bourbon pouring in and out of the bottle. There’s something mesmerizing about it.

2. Snapchat Filters: Yes, I said Snapchat. Even though Instagram recently added a 24-hour Story feature scarily similar to Snapchat’s, you’ll still find Snapchat images in your Instagram feed. Why? Because their filters are on another level of quirky, fun and brilliant that Instagram hasn’t quite reached. To get this effect — take a picture in Snapchat with your favorite filter (we’re betting on the dog one), save it and upload it to Instagram. Will this end once Instagram adds filters to their Stories? It’s only a matter of time.

3. Hiding Hashtags: Too many hashtags can be too much. If you pay close attention to Instagrammers with a decent following, they typically save hashtags to put as a comment versus placing them in the initial post text.  Not only does it keep your caption looking clean and crisp, but it also simultaneously puts more eyes on your posts. Work smarter, not harder, right?

4. Themes:  It’s safe to say that Instagram gets held to a higher standard when it comes to the quality of photos, lighting, coloring and overall aesthetic. Whether you go with the same filter each time, pick a color that stands out in each picture or just use a similar photography strategy, the continuity plays well with avid Instagrammers.

5. Pay-for-play: It was just a matter of time before this hit Instagram. If you advertise on Facebook, you can easily add Instagram to your buy through the Facebook self-service ad platform. Facebook owns Instagram and has managed to double the ad network in six months thanks to this integration. Not only does an buy get your content seen, it’s a great way to grow followers, just make sure your image is beautiful and your message interesting.  

What’s your favorite trend on Instagram right now? Talk to us in the comments below.

The Day Keebler Dropped an "F" Bomb

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There are some foods you'll always associate with your childhood. E.L. Fudge cookies is one of those for me, so you can imagine my surprise when this tweet came up in my timeline.

Was it a mistake? An intern gone rogue? A Fig Newton hack? No,  it was promoted. Gasp. Ernie Keebler just tweeted "WTF." Sure, he's pretending it's "Where's the Fudge", but that's not where my mind went. Who knew this little elf had it in him?

Which brings us to content strategy on social media. There's an unspoken rule that brands tend to have more leeway on social. They can push boundaries, talk more frequently and have more fun. With all this creative content floating out there, they're also forced to find new ways to break through the clutter. Often, content creation becomes a balancing act between creating engagement and staying on brand.

I'm not saying Ernie crossed the line, but I am saying the elf I once knew, would never have said such a thing.Maybe that’s the point. Keebler sales could be down and they could be targeting angsty tweens. If that's the case, this post makes total sense.

To find your balance, I recommend asking yourself these questions:

• What are the guard rails for my brand on social? How far am I willing to go?
• Is this relevant to my target audience or am I talking to people who will never buy my product?
• How does this piece of content help me achieve my larger marketing objectives?

Don't get me wrong, not every post is meant to drive sales. It’s okay to poke fun and entertain. That’s part of what makes social, social, but it is a good reminder that social media is ultimately an extension of your larger marketing plan. If you treat social as a stand alone activity too often you may find yourself quickly saying “FML”.

Push for Purpose, Social Media Content that Drives Results

Everyone is in a different place in their social media evolution. At one end of the spectrum you have those who just want to push out content to check the box and the other end is those who push for purpose, otherwise known as creating content that drives results.You have to start somewhere, but if you're going to invest the time, money and energy into participating in social media you may as well make it count. Here are some questions to ask yourself to see where you fall on the spectrum.

1. Do you post because you have to or because you want to?

2. Do you hold social media accountable for driving results? Is there any measurement?

3. When you create content do you do so with a business goal in mind?

I wouldn't solely rely on social media as my one and only marketing strategy, but if done right, it can be an effective tool in helping you to achieve your goals. That said, you have to believe in social media and approach it in the right manner for it to work.

Where do you fall on the spectrum?

Three Social Media Pitfalls to Avoid in 2015

The landscape of social media is constantly changing. The networks are changing how they serve up content, consumers expectations are changing around the quality of content posted by brands, and the skillset of what's needed to do social media well is changing. Good job security for those in the know, frustrating for those who don't have the time to keep up. To help navigate, here are three pitfalls to avoid in 2015 on social media.

1. If you post it, they will come.

As more businesses come on board, there is more clutter than ever in people's newsfeeds. The content you create not only has to be quality to stand out, it will also need to be supported with advertising. Facebook has decreased organic reach for the last few years and has publicily come out saying: "The free ride is over in 2015." You could have 10,000 fans but only 1 - 5% are ever seeing your content. The Solution? Set aside ad dollars in this year's budget, even if it's a small amount. You can throw $5 behind a Facebook post and reach the right audience efficiently. Don't forget, Facebook knows more about your interests and life events than some of your closest friends. As a marketer you can use that information to your advantage.

2. Telling your story in words.

The brain processes visuals 60,000 times faster than text. Standing out on social starts with a great image. Once you pique someone's interest then they may read what you have to say. Be sure to line up the right partners - photo, video and graphic design, when creating content in 2015, and think about how you can tell your story in a visual manner. If budget is tight consider inexpensive stock photography on sites like canva.com

3. Being too trendy, a.k.a. jumping on every trending topic.

When social media first started marketers were told not to "hard sell" on social. They were taught to be fun, light and casual, which led to a slew of "Happy Friday" and "National Cookie Day" posts. In 2015, you need to think of social media as a series of circles - what's relevant on social (the current conversation), what's relevant to your brand (your business objectives or story) and that magical area that intersects. If talking about a certain holiday or topic is an awkward fit, don't push it. Twitter users slammed the Seattle Seahawks for tweeting out a MLK quote with a photo of one of its players, they didn't see the connection, yet revered Krispy Kreme for a tweet which read: "Ours are fully-filled" after the deflate gate episode. No matter what the hot topic, your content should drive business results and should be relevant to your brand story in 2015, if not fans will let you know.

Content Gathering for Social Media Made Easy

Social media requires a constant stream of content including visuals, links, text. I know what you're thinking...but that's a lot of work. Why yes, it is. Here are four tips for making that content gathering process a bit less tedious.1. Plan ahead. Map out you content weekly or in a perfect world monthly. You can always add to it as things arise.

2. Create structure. Think of a content bucket or theme for each day. You don't have to necessarily call it out as such on social, but it will help you create content more quickly. Wednesdays are deals, Thursdays are trivia, etc.

3. Clip as you go. Use a program like Evernote to save interesting articles you see on the fly, or "favorite" interesting tweets and posts on Twitter and Facebook. Some of your content will be more evergreen while other will be more time sensitive. It's always good to have a stockpile of interesting articles that you can plug in to your content calendar as needed.

4. Build an archive of images. You can take 30 interesting photos in one day of your product, service or organization and sprinkle them throughout the year. No one but you has to know they were taken in one day.

What tips do you have for making the content creation process run smoothly?

Lessons from Humans of New York

I'm late to the party on this, but Humans of New York, a blog featuring quotes and images from real people in New York, is one of the most powerful uses of social media I've ever seen.  Humans of New York does a beautiful job at instantly creating an emotional connection that keeps you captivated, touches you at your core and makes you think about the world differently.As a marketer we strive to find an emotional connection with our customer. We talk insights, archetypes, drivers, but very rarely do we achieve a connection like Humans of New York does with each and every post. I'm a firm believer in looking at what works and how you can adapt it for your business. So let's break it down.

The social content of Humans of New York works because...

- It's real and easy to relate to. They don't feature super models, they celebrate the average joes. For a moment that guy on the corner becomes a superstar.

- It's vulnerable. They touch on topics that aren't always easy - from one man expressing his loneliness because no one will approach him since he's overweight to another woman talking about how she feels like a failure because she went from honor student to bartender.

- They know what matters. The writer can take what may be a 30-minute conversation and grab that one sentence that hits home. They don't try to cram the whole story in, they get right to the good stuff.

- They create community. By posting these real life situations - both struggles and joys - they open the door for conversation. The comments that follow are just as engaging as the post itself, and quite often uplifting. There's something about pointing out we're all "humans" that seems to put people in a happy, helpful space.

I'm sure I could come up with ten more reasons but for now, see if you can take these lessons and apply them to your social content. In the meantime follow Humans of New York on Facebook and Twitter. Guarantee it will change your day.

Do you really need Facebook ads? Yes.

Remember when Facebook ads used to be a nice to have? If you want to reach even a third of your fanbase those days are over. As Facebook decreases the organic reach of pages you can expect less than 10% of your fans to see your content. Here are a few strategies for tackling the ever decreasing organic reach. 

• Budget for ads. Simple enough. You need to carve out a certain amount of dollars to get the content that matters most in front of your fans. Whether that be specials sales or a new product. Consider boosting at least one post weekly to keep top of mind. The good news is you don't have to throw thousands of dollars behind a buy, depending on your audience size, sometimes $5 a post will do.

• Diversify. Sure Facebook-owned Instagram will probably follow suit in a year but in the meantime see what kind of organic exposure you can gain. Twitter has an ad product but as of now they aren't "editing" your stream the way Facebook does. That said the Twitter stream moves so quickly it self-edits in a way. Pinterest is testing ads and favoring those with a bit of development prowess - rich pins rule - but you don't have to advertise at this point in order to get seen.

• Create content your fans want to share. Even if a mere 5% of your fanbase is seeing it, if your content is good that 5% may share expanding your reach.

Creating Solid Social Media Content

Your social media content should be three things - Relevant, Engaging and Strategic. It's a fine balance but do it right and your content will work harder for you. Here are a few examples:- It's Martin Luther King Day, which means it would be very relevant to talk about him today, but alas, I'm an orange juice brand. It's not really relevant for me. Find those larger conversations happening on social that you can legitimately be a part of and jump on them, but please don't force fit an awkward situation. It really is awkward for everyone involved. By creating a social media content calendar ahead of time you can identify those relevant time periods in advance and come up with a plan to own the days that make sense.

- Who doesn't like Someecards? Practically everyone does. So much so that if you post one on your page people aren't going to remember you. Recycling Someecards content, or other people's jokes on a regular basis may get you likes, but it won't build any loyalty. That kind of social media content isn't ownable, it doesn't differentiate you from the thousands of other wine brands posting a snarky cartoon about Wine Wednesday. Find a way to be engaging while telling your story - you know, the one that's unique to you.

- Your social media content should work hard for you. It should drive to a larger purpose for you and your fans. What do you need to accomplish and what do your fans need from you in order to help you accomplish that goal? Perhaps it's building awareness (great storytelling content/reason to believe) or perhaps it's to sell more stuff (coupons/deals). Look at your business goals and see how social can fit into them. Yes, social is a fun, relatively new space, but that doesn't mean your content should be permitted to run wild with no accountability. We all have to pull our weight. You can hear the crowd chanting "ROI, ROI..." can't you?