Analyze Your Social Media Competitors

One of the simplest and most effective ways to begin developing a social media plan for a product, brand or company is to assess the social media activities that competitors are engaging in. By analyzing competitors’ social media activities, realistic benchmarks for the company’s social media plan can be set, based on what others in the industry are experiencing in terms of reach and engagement growth. This strategy enables the team to lay the framework for a successful social media strategy that is based on the successes of other similar companies in the same space.

A company identifies its competitors as a result of the Identify Competition process in the SMstudy book on Marketing Strategy. After identifying its competitors, the first step in analyzing competitors’ social media activity is to identify their voice in social media websites—whether the competitor is portraying itself directly as the brand or whether individuals from the brand are promoting the product.

The next step is to identify the level and scale of engagement of competitors with their audience. Questions like “How many followers does a company have on LinkedIn?”, “What is the ratio of followers to following on Twitter?”, and “How many Likes does the company have on its Facebook page?” are all questions that can be easily researched and answered.

It is also important to know how often competitors engage in specific activities that indicate their focus on various social media elements. Questions like “How many Facebook posts do they write each month?” and “How many tweets to they write each day?” need to be answered to gauge their focus. Some brands may have an extremely high frequency of activities but their level of engagement in an activity may be very small. Others might focus more on quality content, and participate in less frequent activities but may see an equal or higher level of engagement. For example, if a competitor makes thirty Facebook posts but each post is seen by just twenty people, out of whom three “like” it and two share it, this is not a good strategy and doing something similar is not likely to yield better results with the same target audience.

Insights into preferences for different types of content can also be discovered by analyzing competitors’ social media activity. Companies can observe whether competitors are posting texts, links, videos, photos, polls, questions, trivia, or something completely different, and can see the types of posts that engage the most number of customers.

To know more please visit www.SMstudy.com

Creating Content For Social Media

In social media channels, high quality content is the first priority, followed by content distribution. Companies worldwide invest large sums to create quality content, but in many cases, the content is not distributed properly. Audiences neither find nor share it. A good Content Creation and Distribution Plan for social media marketing will ensure that a company’s content is relevant, timely, and well written and that it reaches the target audience using the optimal means as determined by the digital marketing team.

One of the major debates regarding content creation is between content quality and quantity—how much content is enough and how good does it need to be?

Content creation should ideally start by defining a quantity goal and a publishing schedule with appropriate deadlines. Once the publishing schedule is finalized, focus should be on the quality for each piece of content being distributed.

Some of the different types of content that can be created for the various social media elements are as follows:

  • Status updates—for professional and personal sharing websites
  • Photos—for professional and personal sharing websites
  • Videos—for audio-visual sharing, professional, and personal sharing websites
  • Infographics—for blogs, discussion forums, and professional sharing websites
  • Polls—for blogs, professional, and personal sharing websites
  • Quizzes—for blogs, professional, and personal sharing websites
  • Contests—for blogs, discussion forums, and professional sharing websites

It is also important to note that both the relevance of content and the relevance of type of content depend on the nature of the business. For example, quizzes are more relevant for companies in the education sector than for other industries such as manufacturing or airline.

In addition to good quality content, an effective social media plan must have a good distribution strategy. The content should be shared through the company’s own blog as well as other company pages on various social media sharing sites. Businesses must also ensure that there are ways for their target audiences to like, comment, and share the original content created by the company.

The following figure shows a sample of the structure of a Content Creation and Distribution Plan.

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Sprint Backlog in Scrum

What is a Sprint Backlog? Is it a baseline, a record or a report? Baseline is a project document, which, defines aspects of the project and, once approved, is subject to change control. It is used to measure project’s actual performance as against planned targets. A record maintains information on the progress of the project. A report provides snapshots of the status of different aspects of a project at a given point of time or for a given duration.

To answer this question, we need to understand what a Sprint Backlog is, its purpose and composition. The Scrum Team creates the Sprint Backlog and Sprint Burndown Chart using the User Stories and the Effort Estimated Task List during Sprint Planning Meeting. During Sprint Planning Meeting, the User Stories, which are approved, estimated, and committed during the Approve, Estimate, and Commit User Stories process, are taken up for discussion by the Scrum Team. Each Scrum Team member also uses Effort Estimated Task List to select the tasks they plan to work on in the Sprint, based on their skills and experience. The list of the tasks to be executed by the Scrum Team in the upcoming Sprint is called the Sprint Backlog.

It is common practice in Scrum that the Sprint Backlog is represented on a Scrumboard or task board, which provides a constantly visible depiction of the status of the User Stories in the backlog. Also included in the Sprint Backlog are any risks associated with the various tasks. Any mitigating activities to address the identified risks would also be included as tasks in the Sprint Backlog. Once the Sprint Backlog is finalized and committed to by the Scrum Team, new user stories should not be added – however, tasks that might have been missed or overlooked from the committed user stories may need to be added. If new requirements arise during a Sprint, they will be added to the overall Prioritized Product Backlog and included in a future Sprint.

Another tool associated with the Sprint Backlog is the Sprint Burndown Chart. It is a graph that depicts the amount of work remaining in the ongoing Sprint. The initial Sprint Burndown Chart is accompanied by a planned burndown. The Sprint Burndown Chart should be updated at the end of each day as work is completed. This chart shows the progress that has been made by the Scrum Team and also allows for the detection of estimates that may have been incorrect. If the Sprint Burndown Chart shows that the Scrum Team is not on track to finish the tasks in the Sprint on time, the Scrum Master should identify any obstacles or impediments to successful completion, and try to remove them. A related chart is a Sprint Burnup Chart. Unlike the Sprint Burndown Chart which shows the amount of work remaining, the Sprint Burnup Chart depicts the work completed as part of the Sprint.

So, it is difficult to categorize the Sprint Backlog as a baseline, record or a report. And as Scrum professes minimum documentation, Sprint Backlog fulfills purposes of more than one project document. For more information on Scrum framework, you can read the Scrum Body of Knowledge (SBOK Guide). It can be downloaded for free in SCRUMstudy website: http://www.scrumstudy.com/download-free-buy-SBOK.asp

To know more visit   http://www.SCRUMstudy.com

Creating Content For Social Media

In social media channels, high quality content is the first priority, followed by content distribution. Companies worldwide invest large sums to create quality content, but in many cases, the content is not distributed properly. Audiences neither find nor share it. A good Content Creation and Distribution Plan for social media marketing will ensure that a company’s content is relevant, timely, and well written and that it reaches the target audience using the optimal means as determined by the digital marketing team.

One of the major debates regarding content creation is between content quality and quantity—how much content is enough and how good does it need to be?

Content creation should ideally start by defining a quantity goal and a publishing schedule with appropriate deadlines. Once the publishing schedule is finalized, focus should be on the quality for each piece of content being distributed.

Some of the different types of content that can be created for the various social media elements are as follows:

  • Status updates—for professional and personal sharing websites
  • Photos—for professional and personal sharing websites
  • Videos—for audio-visual sharing, professional, and personal sharing websites
  • Infographics—for blogs, discussion forums, and professional sharing websites
  • Polls—for blogs, professional, and personal sharing websites
  • Quizzes—for blogs, professional, and personal sharing websites
  • Contests—for blogs, discussion forums, and professional sharing websites

It is also important to note that both the relevance of content and the relevance of type of content depend on the nature of the business. For example, quizzes are more relevant for companies in the education sector than for other industries such as manufacturing or airline.

In addition to good quality content, an effective social media plan must have a good distribution strategy. The content should be shared through the company’s own blog as well as other company pages on various social media sharing sites. Businesses must also ensure that there are ways for their target audiences to like, comment, and share the original content created by the company.

The following figure shows a sample of the structure of a Content Creation and Distribution Plan.

To know more please visit www.smstudy.com

Sprint Backlog in Scrum

What is a Sprint Backlog? Is it a baseline, a record or a report? Baseline is a project document, which, defines aspects of the project and, once approved, is subject to change control. It is used to measure project’s actual performance as against planned targets. A record maintains information on the progress of the project. A report provides snapshots of the status of different aspects of a project at a given point of time or for a given duration.

To answer this question, we need to understand what a Sprint Backlog is, its purpose and composition. The Scrum Team creates the Sprint Backlog and Sprint Burndown Chart using the User Stories and the Effort Estimated Task List during Sprint Planning Meeting. During Sprint Planning Meeting, the User Stories, which are approved, estimated, and committed during the Approve, Estimate, and Commit User Stories process, are taken up for discussion by the Scrum Team. Each Scrum Team member also uses Effort Estimated Task List to select the tasks they plan to work on in the Sprint, based on their skills and experience. The list of the tasks to be executed by the Scrum Team in the upcoming Sprint is called the Sprint Backlog.

It is common practice in Scrum that the Sprint Backlog is represented on a Scrumboard or task board, which provides a constantly visible depiction of the status of the User Stories in the backlog. Also included in the Sprint Backlog are any risks associated with the various tasks. Any mitigating activities to address the identified risks would also be included as tasks in the Sprint Backlog. Once the Sprint Backlog is finalized and committed to by the Scrum Team, new user stories should not be added – however, tasks that might have been missed or overlooked from the committed user stories may need to be added. If new requirements arise during a Sprint, they will be added to the overall Prioritized Product Backlog and included in a future Sprint.

Another tool associated with the Sprint Backlog is the Sprint Burndown Chart. It is a graph that depicts the amount of work remaining in the ongoing Sprint. The initial Sprint Burndown Chart is accompanied by a planned burndown. The Sprint Burndown Chart should be updated at the end of each day as work is completed. This chart shows the progress that has been made by the Scrum Team and also allows for the detection of estimates that may have been incorrect. If the Sprint Burndown Chart shows that the Scrum Team is not on track to finish the tasks in the Sprint on time, the Scrum Master should identify any obstacles or impediments to successful completion, and try to remove them. A related chart is a Sprint Burnup Chart. Unlike the Sprint Burndown Chart which shows the amount of work remaining, the Sprint Burnup Chart depicts the work completed as part of the Sprint.

So, it is difficult to categorize the Sprint Backlog as a baseline, record or a report. And as Scrum professes minimum documentation, Sprint Backlog fulfills purposes of more than one project document. For more information on Scrum framework, you can read the Scrum Body of Knowledge (SBOK Guide). It can be downloaded for free in SCRUMstudy website: http://www.scrumstudy.com/download-free-buy-SBOK.asp

To know more please visit www.scrumstudy.com

Creating Content For Social Media

In social media channels, high quality content is the first priority, followed by content distribution. Companies worldwide invest large sums to create quality content, but in many cases, the content is not distributed properly. Audiences neither find nor share it. A good Content Creation and Distribution Plan for social media marketing will ensure that a company’s content is relevant, timely, and well written and that it reaches the target audience using the optimal means as determined by the digital marketing team.

One of the major debates regarding content creation is between content quality and quantity—how much content is enough and how good does it need to be?

Content creation should ideally start by defining a quantity goal and a publishing schedule with appropriate deadlines. Once the publishing schedule is finalized, focus should be on the quality for each piece of content being distributed.

Some of the different types of content that can be created for the various social media elements are as follows:

  • Status updates—for professional and personal sharing websites
  • Photos—for professional and personal sharing websites
  • Videos—for audio-visual sharing, professional, and personal sharing websites
  • Infographics—for blogs, discussion forums, and professional sharing websites
  • Polls—for blogs, professional, and personal sharing websites
  • Quizzes—for blogs, professional, and personal sharing websites
  • Contests—for blogs, discussion forums, and professional sharing websites

It is also important to note that both the relevance of content and the relevance of type of content depend on the nature of the business. For example, quizzes are more relevant for companies in the education sector than for other industries such as manufacturing or airline.

In addition to good quality content, an effective social media plan must have a good distribution strategy. The content should be shared through the company’s own blog as well as other company pages on various social media sharing sites. Businesses must also ensure that there are ways for their target audiences to like, comment, and share the original content created by the company.

The following figure shows a sample of the structure of a Content Creation and Distribution Plan.

To Know more visit http://www.SMstudy.com

Importance of Facebook Marketing

Sales and Marketing has evolved significantly over time going from the Barter System of 1000 years ago to Traditional Marketplaces, Seller’s Marketplaces, Conventional Mass-media Marketing, Fragmented New-age Marketing to today where Internet enabled business models have helped marketing evolved further.

In the past through our blogs, we’ve touched upon this evolution. In this blog, we will focus on the internet enabled modes of marketing specifically Facebook Marketing. With most customers now continuously spending their time online, businesses globally have understood the value of targeting them through the online mode. While the traditional methods of targeting i.e. TV, Radio, Newspapers etc. help is reaching to a larger audience fast, they are ineffective in terms of targeting a specific segment of the audience.

If a business wants to target a specific audience segment, you need to create a customer persona and then set-up filters to target and find the relevant audience. To target relevant audiences, Facebook helps you segment your audiences using these filters:

  • Location: Reach customers by City, Country, even Postcode
  • Demographics: Target people based on demographics like age, gender, relationship status, education, workplace and more
  • Interests: Define your ideal audience by their interests, hobbies and Pages they like on Facebook. This may be based on their listed interests, activities, education, job titles, Pages they like or groups to which they belong.
  • Behaviours: Reach people based on their purchasing behaviour, device usage and other activities

Besides these regular segments, Facebook has two advanced filters known as Custom Audiences and Lookalike Audiences.

Custom Audiences: Custom Audiences let you reach customers you already know with ads on Facebook. If you have developed a list of customer emails or acquired such customer data from your site, you can upload this list of email addresses or phone numbers to develop a custom audiences profile. Once you upload this list onto Facebook, you would be able to reach out to these customers on the facebook network and target them using your product advertisements. You can also build audiences from the people that visit your website or from people who use your mobile app. You can create a maximum of 10,000 Custom Audiences for those from your website or mobile app. Now while custom audiences might help you advertise to this list of audiences who have already purchased your product in the past, this is not really a good use of your investment as you can also target this audience by doing a simple (and almost free) email campaign. The real advantage of Custom Audiences is that it helps you expand your business over the Facebook network through Lookalike Audiences.

Lookalike Audiences: Lookalike Audiences helps you create new audiences based on traits from one of the following sources:

  • Custom Audiences: As we’ve seen before, you can upload a list of your existing customers using Custom Audiences. The benefit of this is that we can then use Lookalike Audiences to find people who resemble that audience. Since the custom audiences have already bought from you, Facebook would be able to match their interests, and other characteristics to get you a bigger audience with the same profile. This would help you reach out to a wider audience who are more likely to buy your product.
  • Website visitors: Like Google Adwords, Facebook also allows users to track visits to your website. You can install a Facebook Pixel on your site which would help facebook track the profile and behavior of this particular user. Then based on the profile of people visiting your website, we can create Lookalike Audiences to help you reach to a wider audience.
  • Page fans: People who like your brand’s page on Facebook are typical evangelists for your brand. Facebook allows you to use Lookalike Audiences to create an audience based on people who like your Page with the belief that the Lookalike Audiences will also exhibit similar behavior to this audience.

To Know more visit  www.SMstudy.com