Welcome to The Watercooler, issue 54.
LMTD has picked out some of the most interesting digital and social media stories making waves around the web this week, to keep you up-to-date with developments in the world’s most exciting and fastest-growing industry. Something else you’d like to see?
Let us know at email@example.com.
Considering how often you should post is an important part of developing your brand’s social strategy. You don’t want to post too often, or post with nothing new to say, as that’s likely to irritate your audience, but you also don’t want to post too infrequently, otherwise you may never reach them at all.
One solution to this conundrum is content curation. Sharing great content from around the web through your own channels can drive up engagement, position your brand as a figure of authority in your industry, and open up collaboration opportunities with other content creators. But you have to be careful to do it right, otherwise you risk becoming nothing more than an aggregator of ‘things-you-haven’t-read-yet-from-somewhere-else-online’, which will do nothing for your brand’s reputation, stats or sales.
So what sort of content should you share? It has relevant and interesting to your audience (otherwise why should they read it?), and it has to reinforce the value of your brand or product (otherwise why is it coming from you?). If you sell coffee to coffee drinkers, share articles about the benefits of drinking coffee, or about new types of coffee, or clever ways to use coffee in your baking / cooking / cleaning / general life. But be careful not to share from your competitors…for obvious reasons.
Where do you find this content? Well, we presume you’re already reading all there is to read about your field online (and if you’re not, you should be…), but there are plenty of resources to help you surface content. Depending on the tone you’re trying to achieve, Buzzfeed is a good place to go (plus, you can publish your own content as a community member, or work with them on a more commercial basis). Also check out blog aggregators like Alltop, or subscribe to services like Feedly, which lets you subscribe to blogs on all kinds of subjects, and delivers their updates to your inbox.
The most important thing about content curation is to treat it like you’re telling a story to a friend: always put your own spin on it. Explain why you’re sharing it, and why you found it interesting (and thought they would find it interesting too). Give them little insights that are unique to your brand, and you’ll give them a reason to come back for more.
Our own Serene Touma has talked about the connection between social media and generating FOMO (if you’re not doing it, you’re not doing it right, apparently), and here’s a little evidence to back that up, courtesy of Ad Week.
This infographic sets out just how important social media has become for travel brands, from just dreaming about your next vacation on Facebook to researching, booking, and sharing your experiences. While it looks a little industry-specific, there are lessons for everyone here.
Our top takeaways include:
– 52% of Facebook users said their friends’ photos inspired their travel plans: if good photos can inspire you to visit another country, what else can they inspire you to do? Of course, the photos come from a friend — who is likely to be more trusted than a brand — but still, this proves that visual content is king (in case you didn’t know).
– 80-85% of people who like a brand on Facebook are past and present customers: in your pursuit of new customers, don’t leave the old ones behind. Retargeting could provide you with some pretty healthy revenue, no matter what you’re selling.
– By 2018, 35% of travel booking will be made on mobile: if people are willing to book travel plans — which can often be costly and complicated — on their mobile, they’ll definitely be willing to purchase your product. If you don’t have a strong mobile presence, you’re going to miss out.
See the full infographic here.
Available on Android, iOS and Windows phones, Hotel Tonight is perfect if you need somewhere to stay at the very last minute for a discounted rate. Utilising a gorgeous UI and a simple ‘three-taps-and-a-swipe-and-you’re-there’ manifesto, the app is the simplest way to get a great deal for a hotel stay in Europe, North and South America within a seven day period.
Launching in the Middle East within the next few months, Hotel Tonight is a perfect companion for the serial staycationer, risk-taker and the generally disorganised traveller. Look out for it!