Examples of Facebook Cover Photos Done Right

One of the most important features of Facebook that many companies do not fully grasp is the cover image. Serving as both the first page element the eye notices as well as the most prominent element overall, a cover image should be considered a page's most powerful tool. It should reflect branding and social media goals, reinforcing a positive image that creates immediate positive correlation of the brand in the visitor's mind.

In this blog post, I've curated some of the best and the worst cover photos I could find. These photos exemplify some companies that are placing emphasis on branding and some that are completely off point.

The Bad

Microsoft. Okay. I get the concept: squares, color scheme, emphasis on mood. But what I see here is a couple of images with attempted color pop, and a lot of random images that have no immediately perceptible cohesion. Who are these people? Why are they in the cover photo? Who created what? It makes too little sense, and it doesn't help that Microsoft has a bit of a background in bizarre cover photos.

What in Carnation!? I'll hand it to them - the cover photo shows their storefront. But it looks like an iPhone shot, especially with the photographer in the reflection. To those out of area, the phone number does little - only locals would be familiar with the area code. What do they do? There is little effort at branding and creativity. For any shop that deals with flowers, there are ENDLESS cover photo possibilities.

The In Between

Humane Society. The branding is consistent.... but could be better. It's a cute animal with a heartwarming face... but what else? Without some kind of text or logo, there is no branding. There's no way to tell if this image belongs to them, either - were it to be the result of a simple image search, that eliminates any type of creativity on their end.

Sprint. I give them the benefit of the doubt on this: the imagery is excellent. The color scheme contrasts fantastically and ties in with the company's logo. The font is a great choice: professional and clean, but not immediately recognizable as a typical serif font, making it a bit more creative. However, beyond the visual elements, without an extra reference, you can't tell what this image is trying to communicate. What are the Frobinsons? What's a Framily? What does it have to do with Sprint or the brand? One more smaller text with a tagline would have completely solved this problem. It doesn't make me want to read more or find out. It just confuses me. I can only imagine it's the same for others.

The Good

Red Dress Boutique. Their cover photo is cohesive, colorful, and consistent with the brand's image. It's eye catching and the graphics create a fantastic contrast that reinforces the brand's bright nature. The colors invoke creativity and inspiration in their target demographic, creating the desire to look further. The product pictured remains the focus of the image and is the focal point of the contrast. The photo is carefully positioned so the logo fits perfectly in the corner without being a distraction.

American Heart Association. The cover photo is the perfect extension of the brand and profile photo. The red heart is a common element in the picture without being overdone. The photo itself grabs the viewer's attention, and the girl's playfulness and expression invoke a positive emotional/mental response. The logo is carefully placed with the company name. The line of sight travels smoothly and in a logical order: it begins with the profile picture, continues across the photo with the outspread arms, and the logo completes it. 

20 reasons for bad content marketing

I've been extremely interested in content marketing recently; when done right, it really sets a company apart in its industry. While looking for examples of bad content marketing, I came across a fantastic list that describes bad practices in content marketing. Anyone who is seeing poor results from content marketing ought to consider this list and ask themselves if they are participating in any of these practices.

The list, as originally posted:

1. It’s all about you. Your customers don’t care about you, they care about themselves.  We often forget that point when we describe how wonderful our widget is (that no one cares about).
2. You are afraid to fail. Taking chances with your content and experimenting a bit reveals the possibilities for your content marketing and uncovers new customer stories.
3. You are setting the bar too low. Your content marketing should be the very best in your industry…better than all your competition and better than the media and publishers in your space.  How can you be the trusted expert in your industry if it is not?
4. It’s focused on tools not goals. First identify your return on objectives and coordinate the success measures (key performance indicators) for each content team.
5. Not sourcing correctly. The majority of brands outsource some portion of the content marketing process. Don’t be afraid to find internal content champions and outside journalists, writers and content agencies to help you tell your story.
6. Silos. Are you telling different stories in PR, corporate communications, social media, email marketing, etc.? (see #12)
7. You don’t seek out discomfort. Seth Godin states in his book Linchpin that if we don’t consistently step out of our comfort area we are doomed to the status quo. Each quarter, do something completely unexpected with your content.
8. No call to action. Every piece of content should have a call to action.  If it doesn’t, at least recognize it as such and the real purpose behind why you developed the content.
9. Too focused on one particular channel. Stop thinking email newsletter or Facebook.  Think about the problem you are solving for your customer. Then look to tell that story in different ways everywhere your customers are at (check out this social media publishing model for more).
10. You create a backup plan. There is try and reiterate…forget the backup plan. A backup plan (i.e., pay-per-click or sponsorship) is admitting to fail before you begin.
11. Not thinking like a publisher.
12. No content owner. Hire or develop a chief content officer.
13. No C-level buy in. Organizations without C-Level buy-in are 300% more likely to fail at content marketing (source).
14. Not immersed in your industry. Everywhere your customers are at, you need to be there (online, in print and in person).
15. Not niche enough. You need to be the leading expert in the world in your niche.  Pick something that is both meaningful to your business and attainable.
16. Setting up the wrong measures for the right people.
17. Too slow. As much as I hate to say it, speed beats perfection in most cases. Figure out a streamlined process for your storytelling.
18. Inconsistent or campaign driven. Your content marketing is a promise to your customers.  Think about the morning paper (if you receive it)…when it doesn’t come on time, how upset are you?  You need to have the same mindset with your content marketing.  Distribute content consistently and ON TIME. Develop your content marketing editorial calendar.
19. Not thinking with search in mind. Most of your website traffic probably comes from search engines.  If we tell pieces of our content with search in mind we stay focused on the problem and how customers communicate that problem. We also get found!

But first, let me take a #selfie

As an extremely avid lover of electronic music, I thought I would take the opportunity to discuss a unique marketing campaign currently happening in the industry/scene. Recently, one of my favorite artists, The Chainsmokers, released a single called "#selfie". The song features a voiceover that plays over a beat, which progresses into a drop. If you haven't heard it yet, here it is:

I've been a fan of The Chainsmokers for several months -- before this song was ever conceived. Their other releases gained traction, and when this came out, I expected similar growth. I didn't expect it to blow up the way it did, but after looking at all of the combined elements, it makes complete sense.

Online content is rarely viral. Virality can occur for several different reasons -- one of the major reasons being relevance. All of the elements of this song, even down to the title, address relevant societal trends. It does not take a stance on selfies - i.e., it does not position itself as a mockery or a supporter, so listeners on both ends of the spectrum can appreciate it.

The song advertises itself. It's relateable. It's fun. And it sticks with you. At this point, I've seen some variation of the line, "but first, let me take a selfie" in many places that are out of context of the song and even the electronic music scene. The song is integrating itself into popular culture along with what it addresses.

The result of such a carefully crafted song? The Chainsmokers went from topping niche market charts to topping iTunes charts. It's on the radio. It's dropped by DJs internationally. The boys are smart and talented, and I look forward to seeing what they do with their next release. Reception of the next song will be a good indicator of whether viral content actually creates brand devotion, even on a subconscious level.

Examining the Social Media of The Red Dress Boutique

For this week's blog post, I'm going to examine the specific social media marketing tactics of my favorite local business, The Red Dress Boutique. Founded 10 years ago, the boutique, which has both a downtown and online presence, now boasts millions in annual revenue. What is this business doing differently from other boutiques?

Their strongest player: Facebook
In a new era of lower organic reach and lessened sharing/interacting, this company's Facebook page boasts heavy interaction on most of its daily posts. Several unique elements comprise their Facebook strategy:

• Focus on interactive posts. Almost every post is relevant to fans. Some posts ask questions (one popular type shows photos of 3-4 outfits and asks users which is their favorite), some posts excitedly remind users of new arrivals, and some simply ask such questions as what types of items users would like to see added. 
• Imagery consistent with branding. The company was founded on the idea that a woman's outfit can provide her with confidence and happiness. Photos of inventory reinforce this concept. Rather than taking a simple photo of a model wearing an outfit against a plain background, the photographer captures seemingly candid moments of the models in bright, confident poses. Consider these images as examples:


• Emphasis on daily new arrivals. Daily new arrivals, in and of themselves, are one of the strongest aspects of this company. The Facebook posts center around them, reminding users when they are available for purchase (10:15AM weekdays, 9:15 PM weekends). In between these times, posted content includes sneak previews of upcoming new arrivals, new ways to style recent arrivals, and reminders to set alarms. (From a marketing standpoint, as an added stroke of brilliance, they add a sense of urgency and favoritism to almost all new arrivals, in order to encourage customers to purchase as soon as possible so as to not risk the item selling out on them.)
• VIP Program. The owner, Diana, prioritizes her presence in the boutique's daily operations. One method of connecting with customers is her VIP program - a separate Facebook profile that she personally runs. Through the page, she offers discounts, exclusive behind-the-scenes peeks, and other members-only perks. The page is limited to 5,000 friends.
• Excited, confident, authentic voice. In accordance with its goal of providing women with clothes that make them feel excited and confident, the voice of the posts contains an authentic zeal. This enthusiasm inspires a similar excitement among customers.
• Dedication to responses. Last, but not least, the company prides itself on its timely response to user inquiries and comments on the page. Whether it is someone asking for outfit styling tips, voicing issues with an order, or simply sharing excitement over a new outfit, the boutique responds quickly and in a friendly, professional, engaging manner. If I recall correctly, I believe I read that they specifically have a Facebook/social media team.

The results? See for yourself:

2,300 NEW weekly likes... at their lowest point of recent activity.

Their silent-but-deadly player: Instagram
Instagram is a unique platform in that it is almost purely image-based, and that organic reach is 100%. Companies whose sales are driven by image rely on Instagram, and rightly so. Red Dress Boutique is no different. Its general approach is similar to that of Facebook, but several differences make it unique.

• Bright, colorful images: Instagram images are considerably brighter in color than potential neighboring images. Giveaways and discounts are emphasized in this manner. This image, for example, is unmistakable in any fan's feed:
  
• Inspirational quotes: One way RDB solidifies its branding is by uploading inspirational and motivational quotes and photos. Fans are encouraged to be hardworking, ambitious, and confident. I once reposted one of these images, tagging the store's account in my description. Within several hours, I received a comment from the account, offering additional encouragement -- the specific quote read: "Love it! Good luck with everything, we're rooting on you!" Now THAT'S interaction.
  

Other marketing tactics

• Buy for the Boutique: The company runs a program in which the owner posts photos of outfits and pieces she finds at market and asks users to vote whether they would or would not like for the company to sell them. It allows customers to not only tap into their inner stylists and voice their opinions, but also to have the opportunity to customize the boutique to their preferences.
• Unique advertising: With 7% of revenue coming from its physical location, the company has begun to creatively advertise in a way that drives traffic towards it. A recent method was to have the store "take over" the Instagram. Throughout the day, models wore various outfits sold by the store and took photos at landmarks in Athens. Not only did this provide styling tips and show outfits in "real time," it solidified the company's pride in its Athens presence.

There are honestly so many more points that can be made about RDB's social media strategy, but these are the main focuses. The lesson here is that the company focuses on branding and consistency. All posts, no matter how different or unique, always follow the same principles, solidifying the positioning of the company's brand in customers' and fans' minds.

On Effective Content Marketing

This week's blog post features a discussion about an article originally posted on Inc.com, entitled "3 Rules for Content Marketing Promotion". The article discusses three of the biggest things to keep in mind when developing a content marketing strategy so that the company fully utilizes the opportunity. This is an area in which many companies fail, so let's take a look at what can be done to improve the quality of their content.

The first suggestion is "Promotion starts with audience and media research." I've never understood why someone wouldn't start with this. Knowing your audience and knowing what they want to read or see is the first step towards developing relevant content. Details are important: what is the target demographic? What are they interested in?  Understanding these details and answering such questions help provide a stepping stone to choosing the best content.

The second suggestion is "Focus on creating utility." This is the logical second step. Once you have developed an understanding of the audience and market, it's time to create a content strategy. This is the stage in which it's most important to consider what is useful to the audience. Ask yourself: What resources and knowledge do we have that our audience would find interesting? Recall that your focus should be on solving the user's problems, not just posting content that's related to your product or service.

The final suggestion is "Promote your content as a contribution." This is extremely important in maintaining a strong readership. Too many companies make the mistake of using content marketing to drive sales. While it is a tool ultimately used to drive them, the immediate focus is on how it can benefit the user as a resource. If every channel is used to sell sell sell, it's going to cause the user to become disinterested.

There are many other important factors to keep in mind when approaching a successful content marketing strategy, but these are the overarching goals that should be kept in mind throughout the process. Content marketing, when used correctly, can be a huge contributor towards stronger brand loyalty -- but in order to achieve this, it must be done right.

The Importance of Consistency

I recently came across this blog post, explaining the importance of starting with a clear message and ensuring that all social media posts stay true to it. This week's blog post contains a commentary on the article.

With all of the social media marketing tips and tricks out there, it's easy to forget one of the most crucial elements: Determine your message, and remain consistent. Part of using social media to strengthen a brand is ensuring that every post either points to or is part of the message. Letting posts go through that are irrelevant ultimately hurts the brand -- or at least runs the risk of doing so.

"Businesses who want to engage customers in a sincere way, must balance between control and real conversation to get the most out of the enormous amount of social media options, says Patton."

This is especially important to remember for companies who emphasize relatability and customer involvement. While a company can control what is posted, they cannot necessarily control the responses or level of engagement. A marketer should be mindful of what might or might not spark responses, and how the company will interact with these responses.

"In using social media, Daniels says leaders in organizations must figure out what they want to achieve or increase and really figure out their objective when choosing a social media platform."

This parallels what we have been learning in class: social media is a tool to reach a destination, rather than the destination itself. Posts should reflect marketing goals and drive audience engagement and traffic towards these goals. Ensuring that posts travel towards these goals provides a sense of cohesion and can help to ensure that the audience has a clear concept of the brand image.

Another quote from the article reflects this idea:
"Daniels says he looks at social media in terms of a funnel. He says dialogue should be encouraged with the goal of getting participants to the next phase of the relationship. The dialogue should eventually lead to a transaction—buying a membership, subscribing, purchasing a product."

Marketers would do well to remember that nobody wants to be consistently sold a product. Posts should not always reflect the need for sales. It's important to share content that is meaningful towards creating sales or leading a customer to want to buy (as opposed to directly telling them they should buy).

Patton believes that it’s the content within the platform of choice that really matters.  “Entrepreneurs should steer clear of pre-packaged messaging. It’s much more engaging to keep the message on social media organic and relevant to the conversation,” says Patton. “When I first begin to work on a new project, I prefer to keep the parameters of the language and tone a bit loose yet controlled to allow my team to build and develop a brands voice.”

This aligns with the idea of authenticity within posts. The audience can tell if a post is genuine or if it's just a generic post that may be relevant to the product or brand. People react to authenticity and allowing content and discussions to remain organic rather than forced will ultimately strengthen the brand's image and help to solidify the progression to the company's goals.

"Shouldn't You Know Your Superfans?"

This blog post is a commentary on a post found on Inc.com. Here is the text of the article:
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Fiat has 627,000. SpongeBob has 41.6 million. Even Spam has 180,000 Facebook Likes. But what do all of those digital endorsements really amount to, in terms of the bottom line? Not a whole lot, say Kevin Clancy and Eric Paquette of Copernicus, a marketing and consulting firm.

You see, your company’s Facebook universe is largely composed of “regular customers” and “loyalists”--two groups of people who don’t feel particularly compelled to talk about your brand. Only a fraction of those Facebook Likes belong to “advocates,” or the 5 percent to 10 percent of superfans who “want to support a brand by helping other consumers interact with it.”

Attorney Matthew Rhoden, in a post for the HBR Blog Network titled “Create Brand Superfans,” describes a true brand advocate as someone who purchases the brand’s products or services for family and friends, provides unsolicited feedback, and is emotionally attached to the brand.

Target a message to your regular customers, and you may see an uptick in sales from existing clients. Target the same message to your advocates, and watch the new-customer referrals spike.

So, how can you identify your superfans? And what should you do to keep them happy? Clancy and Paquette offer a five-point plan in the white paper “Measuring and Motivating Brand Advocates”:

1. Track them down. Create a list of users who have recommended your company via social media, pinned your product to Pinterest, penned an Amazon review, or gifted your wares.

2. Invite them inside. Create a private Facebook group or other exclusive arena--less fan club than focus group--in which your brand advocates can interact more intimately with the company.

3. Dig into their drivers. Take a brand history survey that asks how your advocates found the company, what initially made them try it, and what important problem it solves for them. “Once marketers have determined that set of four to 10 measures of passion that best predict advocacy behaviors,” Clancy and Paquette note, “they can use them to identify advocates in specific media and internal databases.”

4. Estimate their value. According to Forrester Research, every Twitter or Facebook post reaches a minimum of 150 people. Know how many Facebook friends, Twitter followers, and LinkedIn connections your advocates have so you can accurately estimate their reach--and set conversion goals.

5. Collaborate with them. Ask your superfans what incentives, discounts, and special offers would be most meaningful to them--and begin testing, testing, testing.

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What I find interesting about this article is that it addresses something that I feel many companies neglect: rewarding extreme loyalty. While the group may only represent 5-10% of total fans, they are the loudest and strongest voice. This cannot be ignored.

This is a great way to figure out what the driving forces are behind creating superfans. Discovering what converts someone from a customer into a brand advocate should be considered invaluable information to any company. Additionally, interacting with individual advocates allows for a fuller perspective on the product or brand's strengths. Customers respond to different aspects of a company, whether it is their marketing, their product, their social media presence, their motives - the list can be endless. I know that I react to some of the most minute aspects that a company may not even realize can shape a perspective. (For example: I may read a company's Twitter responses to followers' tweets. How well their Twitter voice and interaction is an extension of their brand is something I personally react to.)

I only wish the article had perhaps been more clear about rewarding extreme loyalty. While the fifth point addresses this, I feel it does not stress the importance of the actual reward. An easy way to keep a superfan is to create such rewards available only to him or her. For example, an band's manager may offer a free ticket to a show for fans who purchase three tickets. This reinforces and may even increase the strength of the connection between the individual and the brand.