Social Listening Social Marketing Uncategorized

How Social Listening Will Help You Reach Millennials

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If you are struggling to reach Millennials, you are not alone. Many brands experience difficulty in successfully targeting this unique segment and with reports predicting that by 2018, millennials are expected to have $3.4 trillion in buying power, you can see why this group is so important to businesses. If you want to reach millennials, make sure you’re listening to the right things on #socialmedia. . Check out the article I wrote for Oracle on how brands can leverage Social Listening to reach millennials. #OracleEmp


Social Strategy

4 Questions To Get You To Your ROI in Social Media

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Do you feel like ROI in Social Media is harder to prove than it is to crack the da Vinci codes?


You are not alone my friend. In fact, according to a 2015 TrustRadius report, 60% of the marketers surveyed claimed that measuring the ROI of social media was their biggest challenge.



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I have worked with many marketers, communication coordinators, business developers and social media professionals who have asked me what the ROI in social is. Truth be told, there is no one blanket answer to that question. It really varies from business to business and one of the elements I love about social media marketing is that the analytics a brand can derive from social media data can assist in many areas of business.

There are common performance indicators that marketers will rely on to answer the ROI questions such as measuring likes, followers, impressions and reach but are these metrics really enough or is your boss still left wanting more?

In that same TrustRadius report, marketers list out their most important metrics for evaluating the success of their social media programs. While these seem like obvious KPIs to measure, marketers are still challenged with linking these metrics to business media measurement


Marketing guru Heidi Cohen, president of Riverside Marketing Strategies talks about how brands “…aim to increase awareness but can’t associate social media awareness with lead generation and sales”.

The ability to link efforts with outcomes will remain a challenge without the right frame of mind. There are a lot of articles written to educate marketers on how to measure the ROI in Social Media but I find some of those articles, while helpful are still, pretty vague and high-level without really outlining a formula to find numerical or emotional impacts. And that attributes to the fact that there is no one formula (for every business) to find the ROI in Social Media. So instead of writing another high-level and ambiguous article I want to encourage you to change your thinking of how you are going to determine what your ROI in Social Media is.

To start, let’s go back to the point before you began to develop your social media strategy and ask yourself these four questions:

Questions #1 Why is your brand on social?

This may seem like an easy question for companies to answer seeing as how it is 2016 but, I still get responses where they genuinely don’t know what they are going to do on social but they know they need to be on it.  Answering this question is the foundation of your strategy and motivating factor of every action you take on social.

Are you going on social to stay competitive? Are you trying to reach a specific market segment? Are you on social to prevent or manage future crisis? Are you trying to enhance your customer service capabilities? Are you trying to build brand awareness? Are you looking for leads?

After you answer this simple yet critical question you can move forward by developing a strategy that targets your identified motivator for being on social and identify the specific KPIs that will monitor the impact and progress of your efforts.


Questions #2 What will happen if you do nothing on social?

I know what you are thinking. “What a random question to ask Krystal”

That it is, but it’s an insightful question to ask yourself and it helps you to identify potential risks and consequences.  You may find that this questioning cross overs with the first question Why Is Your Brand On Social but in case you didn’t think about risk, here is your chance to do so.lazy professional

What are the consequences of your brand doing nothing or, if your brand already has a social presence established, what are the consequences if you do nothing different tomorrow than you are doing today? Will you lose engagement with your community? Will competitors gain more market share? Will you miss out in responding to customer questions? Will your brand reputation be hurt? Will you miss opportunities for sales?

The answers to this question will not only influence your strategy but if you are lacking in support from the higher ups you can use the responses to this question to back up your action plan and budget requests. Management is more willing to write a check if their is proof that they can lose a lot more if they don’t heed your word.


Questions #3 What tools will you need to get the job done (and make your life easier)?

If you are a small business there are many tools that you can use to measure and manage the volume of your social media efforts. But if you are a larger enterprise, you may find that tracking and managing your efforts and outcomes are more complex and require the assistance of more advance social management tools. Tools that not just monitor conversations online but actively listen to the most relevant conversations to your brand, eliminate spam and irrelevant messages (noise) and provide actionable insights into the conversation and who’s behind those conversations. You also want to to consider a tool that can handle you social engagement and marketing efforts as well. 1There are many point solutions available to concur individual actions and then there are comprehensive tools that are a one-stop shop for your social needs. It is a best practice to make sure you have the right tool to accomplish the task at hand or you will be either missing important messages and insights or waste a lot of time on tedious tasks. Tip: Your due diligence on a tool will be easier after answering these four questions and developing your strategy.



Questions #4 Are you thinking of the bigger picture?

Once you understand your objectives and what insights you need to measure them you will be looking for a tool and when considering a tool you need to also think ahead about what you will be able to do with all of your new insights and technology. I mentioned earlier that I love social data because a brand can leverage the insights from social media to enhance other areas of business. Since social really touches every aspect of business, it is in your best interests as a marketer to offer your social insights to support other department. 3A few examples of where social data can be used include: content generation, identifying influencers, customer services, sales, social selling, human resources, public relations, and product development. A great example of using social insights to influence product development and increase sales, brand loyalty and awareness is Polaris using Oracle Social Cloud. Polaris shared their story last year at the 2015 SXSW conference. Holly Spaeth, Manager of Interactive Media and Content at Polaris Industries shared with the attendees her strategy and how they achieved it with Oracle Social Cloud.

“Social is a central part to customer centricity, as it’s an arena where we can listen, learn and engage directly with our passionate fan base to make customer- and data-driven business decisions” Ms. Spaeth explained. “Social insights were helping make decisions on a new charity partner, as well as a consumer-focused and engaging campaign…We recap our social and digital insights weekly across departments and, together with other customer data, use it as a guide to make better business decisions for marketing to services to sales to product development. And Product Development is always interested in what our social fans are saying to help with everything from product naming, design, color, accessories and more.”

I love ending my posts with success stories and I want you to have a similar success story to share. The key takeaways here are to realize you are not alone in the struggle to reach ROI in Social Media. Before you start a strategy to reach ROI you need to ask yourself these four simple yet critical questions and once you answer them you can be confident in your strategy, know which unique metrics you need to prove your brands ROI in Social Media and know which tools you need to achieve your goals.

I hope you found this article helpful. Please feel encouraged to share your insights, experience and best practices on the topic of Social Media ROI.


Social Marketing Social Strategy

Jump Start Your Social Media Strategy

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Hi folks,

It has been a while since my last post but I have a good excuse. I have been taking my New Year’s resolution goal to be healthier seriously and I’ve been hitting the gym in my spear time which consequently has resulted in me neglecting this blog. Okay, so it is not a good excuse and one thing I am learning from my workouts is to eliminate excuses so here I am writing this post.

Today at the gym I had a conversation with the manager who happened to be working on developing a social media strategy. And I won’t name any names but this gym is fairly new but a quickly growing national franchise. That being said each franchise location is responsible for their own social media efforts which, as you can imagine, can be difficult for a manager of a fairly new brand to generate a following and build awareness from ground zero.

During the conversation I had with the manager, she confessed that while they are currently on social media networks they really are not sure with how to grow awareness of their location, offerings and build a loyal community.

Unfortunately, this manager is not alone. Even well-established companies are still struggling today with a Social Media strategy. They know they are supposed to be on social but they don’t fully know how to take advantage of its capabilities. 

In the time it took me to reach my target heart rate on the elliptical I was able to just 3 quick tips to building a social media strategy that I call F.I.T. and I thought this would be perfect for sharing with all of you.

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Here is how to jump start your Social Media Strategy into shape with my social F.I.T. tips:

FORM A PLAN around your target audience

Casting a wide net with generic advertisement will not work for marketers any longer.  If you try to capture everyone, you’ll miss everyone. And if you have a “if you build it, they will come” mentality you are very much headed in the wrong direction. STOP and turn around.

Really think about who your customers are or who you want them to be. Having an idea of the person is not enough. You need to make a profile of your target audience. Write out who they are, what their likes are, their interest, etc. You should include what type of language they use online like keywords and phrases and when and where they post.

If this seems like a lot of work your feelings are valid, it is. But that is the work that is necessary to create a good social strategy and there are social tools  available out there in the social sphere to help you identify all the pertinent details of your target audience.

You don’t need to be on every social network (web-based community of people often grouped into common interests). Once you identifying where your target audience is posting you will be able to narrowing down the networks and sources you need to be on.


INFLUENCERS are critical to your brands growth

Social Media influencers (or brand advocates) are people who are active on social media and blog and according to Jay Baer, “can drive action, not just awareness”

And please don’t confuse the word influence with someone on social having a large audience.” Influencers can have a small to mid size following that are very loyal and dedicated to the influencers and more likely to take action on the influencers recommendation. And why are recommendations important? Well, because 70-90% of consumers buying decisions are influenced by social media and the recommendations from those they know and trust. If you haven’t noticed yet, social media is about being social and building relationships with others who share common interests, ideas, opinions or other characteristics. When a brand builds a relationships with the right influencers, that partnership can extend the brand’s reach and boost visibility with it’s target market. You can find out who some key influencers in your niche or industry by simply viewing profiles and seeing the amount of activity and engagement (and the content of the messages) that that person has. A more advance and effective way of uncovering unknown influncers is to utilize specialized social listening now tools which I will go into detail in on future post.



TARGET your audience with engagement  

If you haven’t yet heard the expression “Content is King” let me be the millionth person to re-state it. Content is King! And good, consistent content will lead to better SEO, more web traffic and increase in readers (followers, fans, prospects). Good content includes using relevant keywords that your target audience will be searching for. Make sure to consider the source when you are publishing content. This plays back into forming a plan around your target audience. What social networks and online sources are your audience on? Blogs, forums, Facebook, Twitter?

Make sure you are pushing out your optimized content on the best channels to reach your audience. Relevant content on the right channels will increase your chances of being both found online and receiving engagement. Make sure your conversations are not one-way. Write content that promotes readers to engage with you (ask a question, comment, share an opinion, like the post, click on a link, or share the post). Most importantly, when they do engage, make sure to respond back appropriately and in a timely manner to keep the conversation going, build rapport and hopefully gain a loyal fan(s).

There you have it folks. My F.I.T tips to get your Social Strategy into shape and start seeing positive results.

Looking forward to sharing additional guidance with you in the next post. Till then, get my tweets @socialkrystal, leave a comment, and connect with me on LinkedIn.



Social Marketing

Social or Email Marketing. What Is Preferred In Marketing Strategy? (Infographic)

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Email marketing may dominate the “conversion” conversations but let’s not be too hasty to neglect our social media campaigns. ReachMail, a service that allows you to create, deliver, and track email (free and paid) campaigns, recently released a pretty detailed infographic (I love infographics!) that shows how well email AND social marketing can compliment each other for stronger campaign results.

With so many media channels to choose from you are left with questioning “which one is the best one to use for which campaign?”

According to Social Times, who published an article on the infographic, “it’s important to remember what each channel does best, and to stay on message.. integration holds the promise of big benefits for both email and social marketing. Email and social work best when not in competition with one another.”

I found this article to be complimentary  to the inforgraphic by ReachMail which is incredibly insightful.


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Do you have something to add on the topic of email vs social marketing? Share in the comments below.



7 Ways to Use Twitter for Business

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Every second, on average, around 6,000 tweets are tweeted on Twitter which adds up to over 200 billion tweets per year. (source: Internet Live Stats )

Twitter, the “go to” site to get in-the-moment updates on the things that interest you, has the most engagement (in terms of quantity and frequency of posts) of all the social platforms currently out there. And although the platform was never intended for business use, it has evolved into a powerful business tool.

That’s right. Twitter is not just a tool for a Kardasian to post pointless comments, it is much more than that. And just like every other social platform available for business use, there is a learning curve on how to do it right. The strategy a company would develop to market on Facebook would not be the same for marketing on Twitter. So, today, I want to give a 7 tips on how to use Twitter for business.


#1 Zero In One A Target Audience

1Like any good marketer, you need to know your target audience and be specific on who you want to reach. Don’t try to reach everyone. You need to narrow down your target audience and provide content that is relevant to that audience. It’s best to become a Subject Matter Expert than to aimlessly try to appeal to a diverse audience.


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To identify your target audience on Twitter use:

  • A social media monitoring tool to listen to who is talking about you, similar companies, services or products, and your competitors
  • To find out who is following your competitors you can use, Followerwonka free (w/Twitter) with paid options tool.
  • Use Twitter advance search, which is a Boolean tool to narrow your search and hone in on the people who are looking for your product, talking about a competitor or are talking about relevant topics. Check out Social Media Examiner’s article on using Twitter’s advance search.



#2 Don’t Sell

Dont sell on twitter - krystal berry

Once you identify your audience, you should not be directly advertising to them. Engagement is huge on social media platforms and Twitter is no exception.  After you research your target audience, you need to learn how they are using social media, what interests them and join the conversation.

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Dale Carnegie is quoted saying, if you want to influence someone, you need to find out what they want and then show them how to get it. Don’t go on Twitter with the intention to sell! Go with the intention to help your prospects and customers get what they want, to be a resource and to be establish yourself/company as a thought leader in the industry. To find out what they want you need to ask questions, answer their questions, comment on their posts, read their comments to find out what interest them and so forth. Engage and Listen.


#3 Be Authentic!

Be authentic-krystalberry-socialkrystal.comHonestly speaking, I am both inspired and annoyed by being told to be AUTHENTIC on social media. It makes me thing that marketers weren’t authentic in the first place and now they are trying to be on social media. My little rant aside, you do need to be authentic —  Be honest, Be transparent, and have two-way communication with your audience.

#4 Research Your Competitors

Twitter for business does not stop at your target audience and engagement. Use Twitter to research your competitors. What are the posting? How are they engaging with your targeting audience? How are customers responding to them? What are they doing right and what are they doing wrong? Again, listening is key here. Use the other tools I suggested earlier to research them and a social media monitoring tool will allow you to both listen and monitor them.

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#5 Benchmark, Track, Measure, and Repeat

How do you know if your efforts on Twitter are successful?

Track and measure your progress by choosing measurable KPIs with metrics and benchmarks. For example, the number of downloads of a whitepaper, blog post comments or emails collected from a landing page campaign is a way to measure a campaign.


Speaking of metrics, a good rule of thumb to go by is to post an ad 2 out of every 20 tweets (and no more than 2). Focus on engagement and sharing valuable information with your audience. Use the 10/4/1 rule:

  • 10 should be to other people’s content
  • 4 should be to your own content
  • 1 should be a landing/squeeze page- where the person who lands on the page should be offered premium content in exchange for your email


#6 Watch the Retweets

Pay attention to the content that is liked and disliked. Watch what content is being retweeted by your target audience and figure out why they like it so much. Is it the content? the influencer tweeting or the graphics? 


Look at your tweets as well as those of your competitors, partners, advocates and influencers to see what is being retweeted. Then try to replicate that success (if its applicable and relevant to your brand).


#7 Promote Events and Relevant  Resources

If you are hosting an event create an event hashtag, use the hashtag to tweet event details (prior to the event) and leverage existing, relevant hashtags to promote the event before and during.


Use Live Tweet Chats during the event to include both attendees, vendors, sponsors, speakers and those who could not attend in person. Using a 3rd party tool  you can broadcast the twitter stream with applicable hashtags on a large screen display in lounges and event rooms at the event. Make sure you have a dedicated staff or person monitoring the hashtags and responding to tweets.


There you have it my savvy business folks. Seven very simple tips for using Twitter for Business. Stay tuned for next weeks tips.


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Online Brand Management

Better Check Yourself Before You Reck Yourself: Personal Branding

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Let me state the obvious. Your social media reputation is IMPORTANT . Now, what are  you doing to manage it. Before you decide what steps you can do to manage it you need to determine what persona do you want the world to know.

Do you want to be viewed as a professional, or a socialite, politically savvy, an expert, a free spirit, a goof-ball, a party animal, etc.? What image are you giving off on your social media profiles.

Regardless of how you want to express yourself you need to keep in mind that your online history is like a tattoo. It’s permanent baby! And if you want to later in life remove the “what was I thinking” image off your body, know that it is very painful, time consuming and possibly expensive and there will always be a hint/scar left. Check out Juan Enriquez’s TED talk on “Your online life, permanent as a tattoo.”

One thing that most people say several times throughout their life is “If I only a knew” or “If I could go back in time”. Don’t be that person saying “If online I knew that this would come back to haunt me” (I am talking about you Alicia Lynch who posted a picture of herself as a Boston Marathon Bombing victim shortly after the actual bombing)Don’t be that person who gets fired from work for what they post on their social media profile. Read a few recent instances of people getting fired because of facebook.

Convinced yet? Great. So how do you manage your social media reputation? Its really simple ladies and gentlemen. Consider looking it your online presence this week and evaluate the following:

  • Would I want my parents, siblings, or child to see this photo/post?
  • Would I want my boss, potential employers, coworkers, subordinates or client to see this photo/post?
  • Am I allowing or writing posts that may be offensive to other people or reflect badly on my character (guilty by association)?
  • Are my Facebook friends using discretion when posting  pictures of me?

Along with your evaluation Google, Bing and Firefox yourself. Go past the first few pages of search results and check all videos, images and web content. If you end up finding something your don’t like reach out to a social media reputation management agency for getting it off if you can’t do so yourself.

Now don’t get me wrong. I am not telling you to suppress who you are and your freedom of expression. I am simply telling you to use digression when posting because it may bite you in the ass one day. I am all for freedom of expression so, if you want to post personally content that you don’t want certain people to see then take a few minutes to go to your security settings and change your privacy settings to a stricter setting (its very simple). Be more selective of who you accept into your networks (separating family, friends and coworkers). Don’t be so content of growing your following numbers unless you are prepared to let everyone know your business. Remember six degrees of separation. You are closer to people than you think.

Your social presence and online reputation is a reflection of you for the rest of your life. Don’t mess it up with one post.



Social Selling

The Question All Sales People Should Ask Themselves

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“Selling requires empathy to build trust. Are you simply demonstrating your product, or are you helping customers believe in you?”