Social Media Community Management
Today’s community managers use social media platforms and act as brand evangelists and community advocates. From creating viral content to leveraging community content, social managers manage online social communities and deal with what comes including issues and crisis management scenarios. aimClear literally wrote the book for how to do this increasingly high profile and crucial job. We train community managers all over the world. We provide turnkey services for a select group of B2C and B2B clients.
Being a community manager (CM) these days is a fascinating fusion of various roles, previously assigned to multiple areas of most marketing agencies and in-house departments. In order to be effective, CMs must possess a solid understanding and practical fluency in public relations (PR), search engine optimization (SEO), social PPC content amplification, analytics, and content marketing. aimClear is extremely experienced in all of these classic roles.
Many community managers, as they manage profiles, are content to sit on the brand’s profiles, greet social users who stop by and “Mind the store.” That’s only part of the picture.
The modern community manager also is charged with identifying related communities, where users may have an affinity for the brand’s offerings. The art of ascertaining which communities may hold interested users can facilitate healthily assertive acts of engagement and friendship as CMs leave the comfortable environs of their own wall and head out to meet people and engage them on behalf of the mother brand.
aimClear is the company you want representing your brand in social.
Reputation Monitoring & Management
Most moving parts surrounding community management are all about content and reputation, publishing, and monitoring.
On the content tip, a big part of our job as marketers is serving up our own content, as well as the curating of third party content for sharing. This requires programmatic listening to others, so as not to miss content and conversations crucial to our ability to be an expert, well steeped in whatever areas of interest we hold close.
There is little difference between how we listen to content and conversations about interests vs. listening to content and conversations about our brand terms and those of our competitors. Listening to third party content and chatter surrounding words representing our brand’s ™, ®, and © assets, is called “reputation monitoring.”
The mechanics involved in staying abreast of salient content to share with the community are the same as reputation monitoring. We set up state-of-the-art dashboards, powered by the best data in the world that check channels for mentions of important keywords. The system sends us alerts when vital keywords are triggered. The definitive difference between listening to content vs. monitoring reputation is what we listen to. “Reputation” is simply another type of third party content to zero in on.
Also, others are listening to you. Creating targeted content is the total inverse of monitoring third party content and should be undertaken with a firm understanding that others are listening and may react. Informed content creation for others to hear, published properly, as we listen to third parties react to our brand, all the while staying completely tuned to hearing tightly related third party content offerings, are perhaps the most important moving parts of community management to master.
Our standard services include:
- Installing and configuring core Sysomos Heartbeat™, Mention, Radian6, Hootsuite and/or other listening packages
- Pre-research queries filtering using Sysomos MAP prior, install in Heartbeat
- Engage Custom aimClear® Conversation Alerts, to monitor channels impervious to traditional monitoring.
- We give our clients access to Heartbeat fed alerts for the duration of term.
aimClear provides a monthly executive summary.
- Multinational, Multilingual RSS Station Feeds
- “Stations” are distributed by “territory.” For instance Portugal can monitor Portuguese news, Twitter, YouTube and other verticals (channels) anywhere in the world while Mexico might monitor Spanish in North America at the same time Spain monitors Spanish everywhere else globally.
Public Relations strategists are key members of today’s digital marketing team. Steeped in traditional strategies designed to reach journalist, bloggers, news organizations and the public, our team is poised to provide best-in-class PR delivery that goes beyond the norm. Simply put, we take old school PR and bring it into the digital realm. Our public relations efforts are geared to leverage the content in search and social, as well as traditional periodicals, to generate hundreds of millions of impressions in dozens of channels, ad networks and social communities. We work to pilot creative messaging via holistic paid and organic distribution networks using cutting-edge techniques. Our goal is to run public relations campaigns that achieve measurable results both online and offline.
- Strategic PR Planning
- Editorial Calendar creation
- Media Pitching
- Key Message Writing
- Press Release writing and distribution
- Case Study/Contributed article writing
- Speaking Abstracts
- Tradeshow Public Relations
- New Product Launches
- Media Training
Integrated Paid Marketing; Search, Social Psychographic, Retargeting & Beyond
To begin, YES, we can handle your AdWords accounts. We work with some of the most iconic brands in the world. However, aimClear is NOT just another pretty search and social pay per click company, not by a long shot.
We totally understand modern data and the marketing ecosystem. aimClear can grow integrated paid search, social, psychographic and retargeting display ad channels to reach a reasonably attainable target CPA and cost per sale.
We’re extremely fluent in Google Search, Google Display, Remarketing, Bing Search, Bing Display ads, YouTube ads, Facebook ads, DSP/exchanges, mobile networks, third party data audience modeling and many flavors of retargeting filtered by big data psychographics. More importantly, we understand how these channels and tactics can work together in and end-to-end strategy as we lead users into and through the funnel, to quantifiable and attributable conversion.
We develop creative. We conduct multivariate targeting, ad-message and landing destination testing. The objective is to determine grid of targets and marketing message to drive users to landing pages at or below a mutually agreed upon target CPA. We deploy, pilot, manage, and report on Multi-Channel Ads campaigns.
Working at aimClear means we’re blessed with daily opportunities to take zoomed-out snapshots of marketing systems, from simple structures to epic enterprise-organisms. The most basic audit questions are easy. “Does this marketing system generate enough conversions or not?” “If not, then why?”
Nearly every marketing system can be quickly reduced to a zoomed out Tao-like understanding of how that system functions, what does and does not work. It’s often elementary to diagnose roots of successes and breakdowns by examining the source of visitors and which (if any) retargeting filters are applied whilst we follow (retarget) for the conversion. We ask these questions:
- What’s the top of funnel targeting? What targeting introduces visitors to the marketing system? This applies to most every site. Even Amazon.com needs vertical visitors. Certainly the Washington Post needs visitors for any given time period. WP sells advertising. Of course they need visitors. The first question is, where do these visitors, new and returning, come from?
- What’s the bottom of funnel targeting? What do we do with these visitors after they touch our websites, for a time period? IS retargeting refined by additional data (second targeting hop) or wide open?
So, the zoomed out questions to ask of any marketing system are:
- Did we drive people to the top of the funnel by psychographic-personas, then filter subsequent retargeting (the big follow) by search? Persona >>> Retargeting Filtered By Search
- OR, did we drive users into the funnel with search, THEN filter retargeting by psychographics? Search >>>>> Retargeting Filtered By Personas
Content Distribution & Amplification
Sure! Your team creates and organically distributes amazing content that is intuitive, engaging by nature, and serves well-conceived audiences. That’s a given. Your community manager distributes the content and smallish organic audiences love it and share. Great! The problem is that, while there is some free social distribution, hardly any social users see the content in relation to how many could, for content marketing success.
No matter how relevant and valuable content may be to a marketing audience, from an SEO perspective (search engine prominence), all noble efforts to create gorgeous content is practically for naught if hardly anyone sees the URL after publication. No matter the KPI (key performance indicator), content needs to actually be seen and consumed for success.
Content distribution is crucial. Obviously potential customers can’t be motivated to read a fancy blog post if they never knew about it. Bloggers and journalists won’t link out if they never discover your infographic, blog post, Google+ Hangout and YouTube video. High authority social users can’t share the bit.ly link if unaware your carefully constructed, beautifully designed web-app exists. The crowd sourced industry study you invested so much in will have a limited effect without at least some distribution.
Content distribution is real chicken and egg conundrum these days. To gain SEO visibility in SERPs, content must earn links and social buzz. To generate links and social buzz, content must garner SEO visibility. Chicken, egg, egg, chicken…so what’s a modern content marketer to do to get eyeballs on content?
For years the content distribution solution was to rely on social media “Posts.” Social media propagation used to be plentiful and free. Getting content out there was so easy and sexy! Ah, those were heady days. Simply place links to content (hosted on your website on your Facebook wall, LinkedIn page, YouTube channel or Twitter feed,) and the post was seen by many people, even outside your immediate followers’ community. Social awareness commonly led to traffic from social to your website’s content.
Now, sadly for marketers, free social media distribution has largely been neutered and is no longer the norm. Why is free social content distribution now limited? The answer is as easy as a quick look at Facebook and Twitter’s stock value and earning trends. These social media channels force marketers to pay for the same organic lift that used to be free.
The sad reality is that content posted on your social profile walls is barely visible even to community members who are already followers. Social channels have learned to monetize the distribution of organic content, even to many users who liked or followed you. Marketers must now pay-to-play. The good news is that it’s relatively inexpensive to “re-enable” social media’s formally free organic features. Distribution domination is inexpensive and easy.
With so much less distribution and visibility, how do modern marketers get enough eyeballs on precious content? The answer is to fundamentally alter our thinking about the very purpose of social display ads (PPC) and squeeze double duty out of our dollars. Now content marketers need to think of social PPC campaigns as editorial calendar-based social content amplification programs measured against content marketing and conversion KPIs, not just direct response-advertising tools.
PR Amplification: Distribution To Journalists, Bloggers, And A Myriad Of Focused Media-Role Use
A perk of social psychographic content distribution is that well-executed organic amplification of relevant content often results in links. Marketers are already learning to ditch old-style link building efforts in favor of paid-organic link building to earned psychographic audiences, bloggers, and journalists. It’s easy to target media roles using the “More Demographics/Job Title” field of Facebook ads and occupation targeting in LinkedIn.
Whether targeting journalists, morning show hosts and news producers or not, well-executed organic amplification of relevant content nearly always results in links. Marketers are already learning to ditch old style link building efforts in favor of paid-organic link building to earned psychographic audiences, bloggers and journalists.