Lisa Keller

Now that the weather is warming up and the days are getting little longer, I’ve been having the urge to spring clean. In addition to cleaning your home and preparing for summer, now is also a good time to give your brand’s social media presence a spring cleaning. Facebook pages–just like floorboards–get pretty ugly without regular maintenance. So, if you’ve been neglecting your social media accounts, take this opportunity to clean them up with these tips:

1. Get rid of the clutter. With so many social networks out there it’s pretty easy for a brand to over commit themselves. But if your brand has an account on a platform that you’re not regularly posting on, or is no longer relevant to your social media strategy, get rid of it. Focus on the channels that your target audience is on and that you have the resources to maintain. There’s nothing worse than seeing a brand hasn’t posted on their Facebook page in over a year, or visiting a YouTube channel to find outdated videos of products that are no longer sold. Make sure you’re providing value to your consumers with consistent and interesting content, otherwise it’s not going to benefit your brand to be active on that channel. So, if you haven’t been engaging with your audience on a regular basis then it’s probably time to hit the deactivate button on that account.

2. Freshen up your look. Social networks are constantly rolling out new designs, so it’s important to make sure that your brand is keeping up with the changes. In just the past year, Facebook, Twitter and LinkedIn have changed their page layouts. Check to see that all of your accounts have been updated and that any profile pictures and background images are sized correctly in the new layout. These design changes can be frustrating, but a lot of times they benefit your brand by providing you with more freedom to market your brand. For example, are you launching a new product or hosting a sweepstakes this summer? Your Facebook cover image is the first thing someone will see when landing on your page. So, take advantage of that by including a creative call-to-action within the design that supports your marketing goals.

3. Out with the old. Your brand’s visual identity and marketing objectives should be consistent across all of your digital platforms. Have you recently rebranded your business or launched a new advertising campaign? Then make sure you’re carrying that look over to your social media accounts, updating your profile pictures, bio, website URLs, etc. Keeping this information relevant is the key to communicating what your brand’s message is to consumers.

Have any additional tips to add? Leave us a comment below.

I first want to say thank you to Moosylvania for the chance to attend a great conference this year, Future Insights Live, an event covering all areas of digital from the business and planning side, to design and development. During many of the sessions a few key topics kept reappearing that I feel every digital agency must take to heart.

1. Mobile is here now and only growing so you must be ready for it. During a talk by Brad Frost (@brad_frost) some key stats were shared talking about the mobile user experience.

• Currently, there are 6 billion mobile subscriptions worldwide and 2.4 billion are currently accessing the internet. This user space is growing faster than any market and users are expecting more every day.
• On average, 71% of users expect the mobile version of a site to load faster than on desktop, even though the connection speed is slower on a phone. 74% of users will abandon efforts if the initial load time is greater than 5 seconds. This is a very important stat to consider. We really need to take our mobile experiences and consider what the user truly wants and that we need to get it to them in very convenient and fast manner. This leads to the second key takeaway -

2. Use Responsive Web Design when possible. Responsive Web Design (RWD) is a methodology of setting up your site in such a format that no matter what the screen size is, your site will adapt to the user’s screen. One thing, though, that digital agencies and clients must consider is that responsive normally does take longer to do it right and is more expensive. But, it is very flexible and will allow you to provide your content to the user in a manner that is appealing to them, along with providing great functionality.

In a talk by Erik Loehfelm (@eloehfelm) he shared a graphic that talked about the pluses and minuses to going with various design methodologies. Below is the diagram that was shared:

Future Insights Live has been a great conference and I recommend you checkout their hashtag on twitter to see what people have been saying from the conference – #filive.

So, you want to develop a website or maybe just update your current one? Of course you want it to be purposeful and engaging, but what happens when you mix good design with smart functionality? You get a website that works and looks good doing it (Yes, you can have both).

In 2012 we saw a huge increase in website design trends, here are some to look for in 2013.

 1.     Responsive Layout – This trend has been a top priority for any brand wanting to make waves in the digital space. The concept behind responsive technology is to design a single site that is programmed to be used on a variety of devices, including laptops, smartphones, tablets and most importantly, anything that is released in the future (That means you Google glass).

2.     Fixed Header Bar – It’s simple: creating a fixed branded bar across the top of your site creates constant brand awareness (What more could you want?).

3.     Large Photo Backgrounds – A number of sites have begun to use this trend. It’s a great way to captivate your consumer the moment they enter your site. Your site looks professional and engaging (Big Bonus!).

 4.     Infinite Scrolling – Infinite scroll loading is nothing revolutionary (it has been around for a while), but recently has become more mainstream and will continue to grow in popularity well into 2013. This technique eliminates the need for pagination; it is the ultimate in simple layout design. While this technique does not work for every website it can look and behave unbelievable well for the right ones.

5.     Detailed Illustrations – Nowadays websites are about two things: giving consumers something of value and being able to KEEP their attention. Having illustrations on your website is a great way to create a unique and memorable experience, but you have to do it right. Here are some great examples of custom, illustrated websites that do a good job of creating a mood and persona for what/who they are trying to represent.

Overall, when it comes to website design, things are constantly evolving but trying to create a successful user experience will always be top priority.

What trends do you see happening in website design? Share your ideas or post a comment and add to the discussion.

As an account manager at a digital advertising agency, I’ve had to overcome many daily obstacles—from strict deadlines, to creative vision disagreements, to developers talking in what seems like a foreign language.

So as I prepare for my first Warrior Dash—a 5k obstacle course that will challenge my endurance and agility (maybe to its limits)—here are the three advertising lessons I’ll be taking with me:

1. Stay calm

No matter how bad the problem or tough the obstacle, always stay calm. A true leader will stay strong even in the most stressful of situations and your team will learn to look to you for guidance.

2. Focus on the solution

Sure, it sounds obvious. But by focusing on finding the solution (rather than dwelling on the problem) things will keep moving forward and keep the team from going in a never-ending circle.

3. Learn from the obstacle

Every obstacle we overcome teaches us something. After the storm has subsided and the project is running smoothly again, look back at everything that took place. Look for the positive you can take away from the situation—it could be about how you handled the situation, or how the team came together at the 11th hour or even how the company improved an internal process.

Do you have any tips for handling daily obstacles? Leave me a comment because you never know, they may come in handy during the race.

The trip to Social Media Marketing World in San Diego still has me buzzing with energy and excitement. As with any conference, there was a dizzying amount of information and insight. The best way I find to keep up with it all is to live tweet during the event, and then review my tweets for the top nuggets of information gleaned from the event – as judged by my peers’ RTs. I call these “twuggets”, of course. Here are my favorites ones from the conference (tweet them if you agree!):

1. #Social trigger #1: CONTRAST: What stands out is remembered, what blends in is ignored. #smmw13 @derekhalpernTweet
2. REDIRECT Don’t attack your customers by telling them they are frustrated, tell a story about someone else that is frustrated. #smmw13Tweet
3. #social trigger #4: SIGNALING: people share things to show people who they are #smmw13 @derekhalpernTweet
4. You have to connect #socialmedia to real revenue or you will lose funding. #smmw13 @nichole_kellyTweet
5. Make it STUPID EASY FOR PEOPLE TO CONVERT!! #smmw13 @nichole_kelly <–so true and yet so overlooked a lotTweet
6. Make sure you are adding custom URL parameters to any links shared in #social to tie back to Google Analytics Goals #smmw13 @nichole_kellyTweet
7. problem w/google analytics is it is based on last touch attribution. #SM usually affects the user higher in the sales funnel. #smmw13 @nichole_kellyTweet
8. #Social ROI convos should begin with showing your boss how #sm fits into the sales funnel. #smmw13 @nichole_kellyTweet
9. “Be a value creator, create connection currency, change your life” #smmw13 sage advice from @larrybenet!Tweet
10. smartphones: psychological shield giving introverts ability to go out to be “social”- but focusing on #instagram filter selection. #smmw13Tweet
11. What is the utility is your app offering? It better be super valuable, or people will delete it. #smmw13Tweet
12. stop mythologizing hustle. Are we overvaluing workaholism? #smmw13 @jaybaerTweet
13. resist the urge to follow everyone. Follow those that add value. #smmw13Tweet
14. The secret to success: “Therapy, drugs and buddhism” - @chrisbrogan #smmw13Tweet
15. once again at #smmw13 - #email mentioned mentioned as a core need, with impressive ROI. via @chrisbrogan <–agree!Tweet
16. Twitter tip: provide real-time, exclusive access to content your audience cares about and normally could not get. #smmw13 @iizlizTweet
17. 50% of Twitter users expect a response within 2 hours. 70% expect a response on FB within 48 hrs. #smmw13 @pisaroseTweet
18. People are 3x more likely to recommend a brand if they receive a response in #social. #smmw13 @pisaroseTweet
19. Community Mgr tips: be helpful, humble, fun, positive, creative. #smmw13Tweet
20. Twitter best practices via @bepkoboy from @wholefoods #smmw13 pic.twitter.com/4kwQSoqKuHTweet
21. the biggest ROI in #socialmedia is humanizing your brand. @ekaterina #smmw13Tweet
22. .@Sharpie #SM Strategy: inspire creative use, shine SM spotlight on our fans and the amazing things they are doing with our product #smmw13Tweet
23. How @sharpie made such amazing #SM traction: test and learn environment – push the envelope, test the waters. #smmw13Tweet
24. quick social test – when’s the last time you highlighted a fan? Take a note from @sharpie and make it your focus #smmw13Tweet
25. if you are a service-oriented company, you have no other choice than to be in social media. #smmw13 @fsaustinTweet
26. Visual content is currency today in the social space. Split btw UGC and brand-created content. #smmw13 @sharpieTweet
27. Keys for #HR: Social media policy, allowing social network access within company walls! #smmw13Tweet
28. .@Sharpie is producing all content they are posting on instagram #smmw13Tweet
29. Avg #socialmedia purchase $85, avg Pinterest user purchase $180 – @callanpaola #smmw13Tweet
30. Good #Pinterest strategy starts w/user research: what is being pinned about your brand or industry (type, look, boards) #smmw13 @callanpaolaTweet
31. Another #email plug from #smmw13 – key for building your #pinterest following as @sonyelectronics did!Tweet
32. It’s about the experiences surrounding your product – not the product itself. Share those photos on #instagram #smmw13 @sandiegozooTweet
33. Use #instagram to pull back the curtains, show the images behind your brand. #smmw13 @sandiegozooTweet
34. Nice #instagram tactic – asking people to caption your photos #smmw13 @sandiegozooTweet
35. Another tactic heard a few times at #smmw13: use internal company launches to get employees knowing and sharing your #SM campaignsTweet
36. Stop thinking as the biz owner/marketer. THINK AS THE USER to really succeed in Pinterest (and #SM)! #smmw13 @melanieduncan7Tweet
37. #Pinterest tutorial pins see 42% higher CTR. #smmw13 @melanieduncan7Tweet
38. 80% increase in engagement with adding a CTA “button” in your #Pinterest image. #smmw13 @melanieduncanTweet
39. Good #Pinterest strategy starts w/user research: what is being pinned about your brand or industry (type, look, boards) #smmw13 @callanpaolaTweet

Have any good twuggets from the conference? Share yours in the comments below!

What started as a clever fundraising effort has transformed into an inspired art movement. Project Flutter paired together Friends of Wings children and their families with a Moosylvania designer to create a poster that represented overcoming the life-limiting challenges of childhood illness or the loss of a loved one.

At the Project Flutter kickoff, this Saturday, 20 inspiring posters will be revealed. All proceeds from the posters sold will benefit the Friends of Wings efforts with Wings on Wheels, a new mobile therapy program specializing in grief support and expressive art therapy for children and families facing life-limiting or threatening illnesses. The Wings on Wheels program will visit patients, peers and families of a child in BJC’s pediatric hospice program, Wings, as well as provide community outreach at schools, churches and more.

Moosylvania, a creative advertising agency, was excited to team up with the Friends of Wings organization again. What our designers didn’t expect was to become so passionately involved in each moving story.

Please join us for this free event at Moosylvania, Saturday, April 27^th from1-4PM. The participants of Project Flutter will showcase the poster collection. Crafts and activities for the community will be provided. Get involved and purchase your poster here, starting April 27th.

When attending events such as Social Media Marketing World, providing relevant information live can have quite a few benefits for your brand. When done right, it can position your company as an industry thought leader and resource, provide your fans a reason to continue engaging with you in the future and allow your employees to get the important facts right alongside you.

Here are a few quick tips for leveraging social media to get the most out of niche events, conferences and conventions.

1. Everyone, Split Up!

We attended Social Media Marketing World in a group of 9 and chose to sit in on a variety of speakers and topics. Before attending the conference, we’d already mapped out who’d be covering each social network with Twitter, Instagram and Vine being the heaviest in live content.

Then, each night, we’d map out which specific seminars, based on topic and popularity, we’d be live-tweeting from to assure that only one person was live-tweeting at a time. This worked out well because it gave us the ability to provide in-depth facts and figures about each topic.

2. Provide Shareable Content

Tweeting generic statements about the speaker, your excitement or the vibes of the room isn’t going to be shareable. Your fans and followers want valuable information that is only available at that conference.  Brands that do it well become that prime source of information, giving exclusive facts, figures and photos. Here are a few examples of content we provided via Twitter.

3. Shout Out!

It can cut your work in half.

Chances are, if the event you’re attending is large enough for your brand to be live tweeting, others are doing the same. Use and follow the event hashtag (#SMMW13) and retweet and respond to attendees and speakers that are providing content relevant to your audience. Not only will this help you provide content in a new way, but you may even make lifelong connections with industry experts.

With a new site design and a recent integration with Bing, our third largest social network doesn’t seem to be losing its buzz. Pinterest is a huge driver of traffic and money; users spend more on purchases they found through Pinterest than Facebook and Twitter combined. It is a platform with a rabid fanbase of users tuning in every day for essentially the same reason: to experience new products and ideas.

Melanie Duncan, founder of Entrepreneuress Academy, spoke at Social Media Marketing World 2013 and I was mesmerized by her pinning prowess. She gave valuable tips on amplifying your brand’s message and channeling your target market with Pinterest. Digital advertising agencies, heed this advice.

Be Original: On Pinterest, more than 80% of all items are actually repins! You want to be in the minority that is creating well-tailored boards full of their own content. This is the number one mistake people are making when using Pinterest to market their brand, so if you’re a serial repinner, you’re not alone!

Useful Content: Infographics, checklists and tutorials all have the highest click-through rates. The taller and more detailed the pin, the better. They establish credibility, provide value and build relationships with your followers. For those of us that aren’t designers, infogr.am is a great secret weapon for making attractive infographics.

Compelling Imagery: This one should be a no-brainer. There are many great sources out there for royalty-free images; it’s a matter of presenting these in fresh, unique ways. Enter PicMonkey for collages, filters and more.

Videos: Yes, you can pin videos! It’s definitely something you want to take advantage of, considering 90% of online shoppers say videos help in making buying decisions. Not sure what type of videos to post? Use Skype Call Recorder to capture interviews with experts in your field.

Teaser Text: Give people a preview of your content by adding text to your images. Then link these directly to your blog posts, podcasts or YouTube channel. “Call to Action” buttons in particular see an 80% increase in engagement.

Contributor Boards: This has to be one of the most underutilized strategies for growing your audience on Pinterest. Contributor boards let other people pin content and do the work for you! Not only that, but you get exposure across multiple pages, since your board will appear on each contributor’s page. Therefore, it’s important to add pinners with audiences similar to your own.

Follow and Comment: Don’t just follow any account, follow the right ones. This means those that share your demographic and have at least 1,000 followers. Comment on pins in your feed and it will appear to all the others that follow that account.

Keywords: Use keywords frequently in your boards and captions to increase your visibility and page rankings. This is absolutely vital to your strategy since Pinterest is dominantly visual in nature. So, hashtag away! Make them broad terms, so they will appeal to a larger audience.

Schedule Pins: Put your pinning on autopilot! Pingraphy helps you maximize your activities on Pinterest without spending a ton of time on it. Pin less often, but do it in bulk. You’ll have the best luck between 2-4pm, when users are most active.

Analytics: Once you verify your website on Pinterest, you’ll have access to the new and exciting analytics module! You will be able to quickly and easily see data on your Pinterest activity. Evaluate what type of content is working for you and adjust your pinning accordingly.

Have any Pinteresting marketing tactics of your own? Let us know in the comments!

Let’s start with a riddle:

If a customer directs a question to your social media account and no one’s around to answer it – does it still make a sound?

Yes. And it makes a big one.

Nielsen’s 2012 State of the Media reports that more than half of consumers now use Facebook, Twitter and other social media channels to give feedback, ask questions and register complaints with their favorite (and not-so-favorite) companies.

So if you’re not answering questions and responding to comments about your brand or business – who is?

Truly effective customer service begins before the first question is asked or the first tomato is launched at your brand page. Every business, no matter how unsexy they may seem, needs to own their social media space and have a customer service plan at the ready. If you don’t respond, trust us, someone else will.

If you haven’t worked customer service into your social media strategy, here are some starting points wepicked up from Social Media Marketing World:

1.     Start out by asking “How can I help you?”

You should be thinking about this question all the time – when planning social media posts, when promoting your brand, and especially when responding to customers. If you keep coming back to this question and really consider it across all channels and situations, you’re going to be in a good place. So put it on a Post-It note, write it on your hand, set a calendar alert every 15 minutes – whatever you have to do to keep it top of mind.

2.     Discover the needs of your audience and map those needs to execution (aka Give the People What They Want).  

Author and Social Media Marketing World presenter Jay Baer calls this “Youtility”.

Actively listen on social media and jump in conversations wherever relevant. What are customers saying about your business? Are they complaining that your website is hard to view on mobile? Are they praising one flavor of cupcake you sell as the best thing ever? Once you discover their needs, work to meet those needs. Optimize your mobile site. Offer an online coupon for that favorite cupcake.  Give the people what they want.

3.     Hire a community manager with a customer service background, or provide them some comprehensive customer service training.

Before we landed as Community Managers at Moosylvania, many of us paid our rent as call-center operators, waitresses, and one especially memorable stint as a 5-star CSR at Blockbuster Video.

While those jobs weren’t as glamorous as our gig at the Embassy, they certainly trained us to be in-tune with customer needs; allowing us to diffuse difficult situations and provide top-notch service quickly.

4.     If you don’t have the budget to implement a customer service strategy, it’s time to reevaluate your budget. All the Facebook ads and promoted Tweets in the world can’t save your ghost ship from sinking.

A real, live human being needs to be checking in every day. While pretty product images and funny cat photos are great, that’s not why customers are coming to you.  How can you help them? If you give them something of value, even if they don’t purchase from you the first time, they’ll remember you. You help them, they remember you, they tell a friend, you gain a good reputation, and people will gravitate to you.

How is your business using customer service in the social media space? What are your favorite examples of brands doing it well (or not-so-well)? Let us know in the comment section below.

Email is dead. Email is not dead. Maybe it’s on life support? Who knows? Well, no we actually DO know.

It’s alive and well.

Check out this fun statistic: eMarketer expects there to be 216.6 million US email users this year, representing 89% of total internet users. Two out of three people in the US will be email users in 2013.

Seems alive and kicking to us!

We’re not alone in this either. The Social Media team at Moose recently attended Social Media Marketing World in San Diego, and a consistent theme was that email marketing isn’t going anywhere, and you’ll regret it if you don’t step up your efforts. So, a conference featuring some of the most respected social media experts in the world just said that email marketing is vital to your success as a business. Interesting. Let’s dive in.

What was discussed at #SMMW13 

Regardless of the session, many of the speakers would always touch on one thing (you might notice the theme):

Rich Brooks

• You should create content so valuable that people will want to sign up for your email.

Joe Pulizzi

• His most important content marketing tip? Focus on generating email subscriptions.

Mari Smith

• Wants to convert all of her Facebook fans into email subscribers, which is where she’ll market.

Jay Baer

• “We overlook email as a source of content because it’s not new or cool, but it’s been a great tool for me.”

Chris Brogan

• “I wish I had email newsletter lists a long time ago.”
• You should use your email newsletters as ‘the velvet rope’ – gives you a better opportunity to connect.
• Along with Jay Baer, Brogan believes you should remove the RSS subscriber button and only offer email option.

Did you notice that blindingly obvious trend? Email marketing is a core need when it comes to digital marketing. Period.

Content Marketing

Alright, so apparently there’s still this need for email marketing, but what are you sending out? If you’re a business or a brand, you need quality content to advance your efforts, grow your brand, make sales, etc. It’s preached that content is king, and we’re not arguing that. If you’re trying to have people sign up for a newsletter that’ll be sent to their private and precious inbox, you better have something good for them. Even if your product doesn’t seem right for content marketing, you can always highlight the lifestyle that accompanies your product. Whether you sell glue, furniture, or candles, there’s a creative way to bring life to your product through content. Whether it’s usage occasions or tips & tricks, it can all be useful. Once you’ve created this awesome (and consistent) content, it’s time to share it with your customers, and the best way to do that is through email blasts – this is still the most effective way to get eyeballs on your content.

But…you’re probably wondering, “how do I know if they even like this stuff?” That’s where social media comes into play.

Social Media & Email Marketing Integration

You’ve got your slick content ready to go, but it’s time to figure out if your current customers even like it. This is where you add social buttons into your emails. One of the best things about social media and email marketing integration is that you can see how your subscribers are reacting to your new content in real-time with a Like or Tweet. Now you know how they feel, and you can tweak accordingly. People will come back because you’re giving them what they want – you’re actually listening to them. This is key when it comes to retention.

After figuring out what your current community likes, there’s the concern of acquiring new customers. You’ll want to attract people that are in for the long haul and this is done through your social media channels. If you build a good relationship with them through social, they’re more willing to subscribe to your email list. These customers will stick around because you’ve already courted them, and they know what you’re all about. But don’t take these guys for granted. You still have to nurture this relationship across your platforms, and if they stray, your best play is still reaching out through email.

To wrap up… 

It’s important to remember that this is a team effort. Rich content is most important when it comes to keeping your customers coming back, but email marketing put in all the work to get them there in the first place, and social media heavily supported it.

So if content is king, then email marketing is your warrior prince.

Agree? Disagree? Leave your comments below, and don’t forget to sign up for our newsletter.