A Simple Guide to Keyboard Shortcuts for Facebook, Twitter & More [Infographic]

shortcut

We're all aware that we spend a lot of time on social media these days. Many would even say we're spending too much time -- not stopping to smell the roses, so to speak. After all, the average 18- to 34-year-old American knocks around on social media sites like Twitter and Facebook for up to 3.8 hours per day.

But when browsing and posting on social is your job, it's not like we can resolve to block Facebook during working hours. How else can we cut down on the time we spend on social networking sites so we can be more productive?

To help us browse more efficiently, setupablogtoday.com created an infographic guide to keyboard shortcuts for Twitter, Facebook, YouTube, Tumblr, and Google+. Check it out below to learn how to reply to tweets, skip over to almost any page on Facebook, mute YouTube videos, and much, much more -- without ever having to touch your mouse.

social-media-shortcuts-infographic

  free social media ebook

Man who claimed a stake in Facebook allegedly escapes ankle bracelet and flees

Paul-ceglia
Feed-twFeed-fb

WELLSVILLE, N.Y. — Paul Ceglia, the man facing charges for fraudulently claiming an ownership stake in Facebook, escaped his electronic ankle bracelet and fled by using a motorized contraption that simulated human movements, prosecutors said this week. Now Ceglia's wife and children have also been reported missing.

State police say Iasia Ceglia and her two sons, 10-year-old Leeman and 11-year-old Joseffinn, were reported missing on Tuesday. That's the same day a federal judge revoked bail for Paul Ceglia. Troopers say it's unknown whether his wife and boys are with Ceglia.

More about Facebook, Paul Ceglia, Business, and Us

Dove, Clinique & L’Oréal: 7 Brands That Changed the Face of Beauty Marketing

beauty-marketing

This post originally appeared on Agency Post. To read more content like this, subscribe to Agency Post.

The beauty industry was built by women and men from modest backgrounds. They were door-to-door sales people, wig makers, and chemists who grew their empires during a period of changing attitudes on beauty and women's role in public. 

These were not skilled marketers.

In "Hope in a Jar: The Making of America's Beauty Culture," Kathy Peiss writes:

The beauty trade they developed did not depend upon advertising as its impetus. Rather, it capitalized on patterns of women's social life -- their old customs of visiting, conversation, and religious observance, as well as their new presence in shops, clubs, and theaters.

The women who built the industry created the once non-existent consumer market for beauty products by combining products and services in salons, creating a culture of social events, and through job creation for women -- who were also the consumers of the products. 

Because they challenged the idea that the pursuit of beauty was immoral, they were forced to create new forms of direct sales (the pyramid organization) and marketing tactics. The normal distribution methods were unavailable.

Many of these tactics are still the dominant form of marketing in the beauty industry. For others in this list, they changed the way beauty products are positioned. It's worth a look back to see how seven major brands redefined how we sell and advertise the pursuit of beauty.  

7 Brands that Changed the Beauty Marketing Industry 

estee-lauder-giftThe Draw of a Gift | Estée Lauder

Estée Lauder grew up in Queens, and her family lived above her father's hardware store. She found her way into the beauty world by becoming an apprentice to her uncle, John Schotz, a chemist who mixed cold creams and other concoctions. 

With her sales acumen from years of demonstrations, Lauder launched her own company in 1947. She wanted to capitalize on the increasing acceptance of mass market advertising in the cosmetics industry -- so she scraped together every cent she had and approached BBDO to create a campaign. The agency turned Lauder away, so she turned to direct mail. 

Lauder sent personal letters that promised a free gift to any woman who made a purchase. It was the introuction of the gift with purchase or "bonus time" promotion -- a practice used by most beauty brands today. 

The Medical Approach | Clinique

Founded by Estée Lauder in 1968, Clinique was the company's answer to growing concerns women had about the chemicals and additives in beauty products. It was (and still many of its products are) fragrance-free and hypoallergenic, though what these claims really mean are debatable. The genius marketing ploy though was about more than its product ingredients.

Makeup and beauty products could no longer make unfounded scientific claims. The industry was becoming more and more regulated. But there was nothing stopping the brand from alluding to science. Clinique employees, who wear white medical jackets, are known as consultants. Its product packaging uses a green color, which is reminiscent of medical scrubs. And Irving Penn, a famous fashion photographer, created the brand's iconic visual style of highlighting the product packaging, not fresh-faced models. The branded likened skin care to brushing your teeth, a position that made it the choice for women who care about the health of their skin, not how they cover it up with products and makeup. 

clinique-irving-penn

The Color of the Season | Revlon 

Charles Revson got his start in the industry by selling nail polish. He used to show up at salons with his fingers lacquered in 10 different colors. When he launched his own business, Revlon Nail Enamel, he created a new formula that used colorful pigments in a time when most polish was transparent. 

Revson introduced seasonality into the beauty market. Similar to the fashion industry, he would choose new colors for fall and spring. He promoted the idea of collecting polishes and choosing a shade based on the woman's mood, outfit, and even the weather. Makeup and beauty products were accessories, not just a routine.

revlon-honeybeepink

The Celebrity Factor | Max Factor

Max Factor was born in Poland and was apprenticed to an apothecary and a wig-maker and cosmetician. Eventually, he found himself working for the Imperial Russian Grand Opera. Shortly after arriving in America, he began testing out cosmetics and potions at the St. Louis World's Fair.

But Factor's impact on the beauty industry was ultimately linked with the rise of "moving pictures." He found his calling by creating new formulas for makeup for films where close-ups revealed the thick, cracked potions stage actors traditionally used. In the 1910s and 1920s, people began to accept the appearance of makeup, or "face painting," as something that all women could be seen wearing -- not just those with questionable reputations. Moving pictures featuring stars like Gloria Swanson, Clara Bow, and Greta Garbo made dark, outlined lips and thick eyelashes a desirable look. 

Max Factor signed an endorsement deal with the major movie studios. He paid each actress a dollar to appear in his marketing campaign. Factor's star rose with those who appeared in his ads. 

max-factor-hollywood

The Distributor Play | L'Oréal

Eugène Schueller's invention of a synthetic dye that was safe for anyone to use came at the perfect moment in U.S. history. Women were going for shorter cuts, and there was more freedom to style and design hair in the 1920s and 1930s.

Schueller took an interesting approach, though. He targeted the distributors, those toiling in the beauty salons and stores, and launched a trade publication for hair stylists and a magazine for the women to read while waiting for hair dye to set. 

The Regimen | Pond’s

1894-ponds-extractPond’s started as a patent medicine company. Its founder was a pharmacist in New York who created a cure for burns, sore throats, lameness, and sore eyes, among a host of other complaints using witch hazel.

In the early 1900s, the company launched its Pond’s Extract Cold Cream and Extract Vanishing Cream. But these products received little attention until J. Walter Thompson’s launched a campaign to promote a two-step skincare process. The campaign featured the headline, “Every normal skin needs two creams.” Pond's invented the skincare routine, which remains a staple in the cosmetic industry.

ponds-two-creams

The Aging Debate | Dove 

Beauty advertising today features celebrities with flawless skin, unbelievably long lashes, and glossy hair. Multiple brands -- from Rimmel to L'Oréal to P&G -- have been fined or forced to remove ads that appear "too perfect." These ads continue the tradition of convincing people that makeup and products are there to mask or correct issues. 

So when Dove launched its "Campaign for Real Beauty" campaign more than 10 years ago, it was a shock to those who were used to seeing a different type of messaging. To this day, the campaign questions beauty standards, beliefs women hold about their own looks, and how we instill confidence in young girls. Dove continues to define how brands can spark conversations around issues their audience cares about. 

dove-fat-fit dove-wrinkled-wonderful

Sources: Soap, Sex, and Cigarettes: A Cultural History of American AdvertisingBranded Beauty: How Marketing Changed the Way We LookBeauty Imagined: A History of the Global Beauty IndustryCosmetics and SkinHope in a Jar: The Making of America's Beauty Culture

ad-icons

7 Hilarious Twitter Brand Hashtag Fails

fail-7

We all know that Twitter offers you the ability to create a trackable, branded hashtag. But have we really thought about the implications of this? You as the company choose the words, letters, and caps on the hashtag. This is a great opportunity to create a name for your company, but it is also a great opportunity to show that you have not planned at all for the branding monster you have just created.

The following list includes major corporations, government agencies, and artists who failed in either the creation, execution, or use of their own branded hashtags. Don’t be like them. Create something amazing and memorable, for the right reasons.

1) #McDstories

Back in 2012, McDonalds decided to launch two branded hashtags at the same time for one campaign exposing the story behind the produce supply chain to their stores. The first hashtag was very specific: #meetthefarmers. The second hashtag was vague: #McDstories. While the first hashtag worked great for McDonalds, the second created a firestorm of negative tweets. McDonalds pulled the hashtag from promotion within two hours. This is still a fail that is living on in blog posts today.

This little known incident happened back in November of 2012. Susan Boyle was hosting an album party for her new album “Standing Ovation”. In the producers' haste to promote the event, they posted a hashtag that unfortunately could be misread into a VERY different kind of party than an album release party. They quickly deleted the tweet but not after having it retweeted multiple times and seeing it become one of the top trending topics on Twitter.

3) #QantasLuxury

This branded hashtag seems pretty straightforward and innocent. However, in this campaign the marketing team forgot to check when it was scheduled to go live. While the ability to pre-schedule posts on social media platforms is a very useful tool sometimes campaigns need to be updated. Just a day after Qantas entire fleet was grounded due to failed contract negotiations, their latest Twitter contest campaign launched encouraging followers to tweet their ideal luxury flight experience. Twitter pandemonium ensued.

Walgreens received backlash for this hashtag not because of any controversy as a company but because of how it executed the trend. For some reason the #ILoveWalgreens hashtag appears to be the first time the internet recognized that Twitter offered the opportunity for companies to purchase trending hashtags. While this was nothing new at the time, people seemed to be really confused as to why there was a “promoted” box beside the hashtag. Nevertheless people took the time to tweet their sentiments and poke fun at the hashtag.

When Chicago Transit decided to update their method of payment, they did not expect the headache that it caused. In response they decided to host a Twitter Q&A to help alleviate some of the confusion. Before the Q&A even started the hashtag was flooded with more jabs at the system itself than any actual questions seeking answers. While it may have seemed like a good idea at the time, in the end #AskVentra was destined to join this fail list.

Dr. Oz decided to take to Twitter one day to choose his topics of conversation on his show. This ended up being a massive mistake. While he probably received some questions which needed to be answered the highlight of the hashtag were the amount of snarky jokes which were tweeted using the hashtag. Here are a few of the best:

7) #AskJPM

At this point it should be clear to see that if you are going to do a Twitter Q&A, make sure your company is essentially beyond reproach. JP Morgan didn't get the memo, though. In the midst of government investigation, JP Morgan decided to host a Twitter Q&A. The response was so negative that they pulled the idea within 6 hours of announcing it. Essentially this is the branded hashtag that never had a chance. This hashtag fail became so popular that the best way to enjoy it is through a reading of the tweets themselves.

 

                    Free E-Book: Social Media for Business. Download Now.            

10 User Generated Content Campaigns That Actually Worked

user-generated-content

Tired of struggling to crank out the endless streams of content needed to appease today’s consumers? You’re in luck! There is an option for burned out business owners, and that’s user generated content. This technique, in conjunction with the growth of popular social media websites, allows modern businesses to delegate some of these brand-building responsibilities to an unlikely voice -- their customer.

Having users contribute to your content creation efforts has another interesting advantage, as consumers are more interested in hearing the views of their peers than reading cleverly written sales messages. According to Bazaar Voice, 64% of millennials and 53% of baby boomers want more options to share their opinions about brands, while other studies show consumers trust user generated content more than all other forms of media.

In light of these trends, there’s never been a better time to start using user generated content to engage your readers and build trust with them. Here are ten brands that have leveraged user generated content in the past to help inspire your own campaigns:

10 Examples of Excellent User Generated Campaigns

1) Burberry

Burberry is a British clothing company that was founded in 1856. Angela Ahrendts took over as CEO in 2006 and decided to launch a user generated content strategy as part of her goal of changing the company’s aging brand. The company launched The Art of the Trench website in 2009, where users could upload and comment on pictures of people wearing Burberry products. Burberry’s ecommerce sales surged 50% year-over-year following the launch of the site.

burberry

2) Belkin

In 2013, Belkin and Lego collectively developed a line of customizable iPhone cases. The company then created a social platform for customers, giving them a place to share pictures of their cool new cases and to show others the benefits of making their own.

belkin

3) Starbucks

Another great example of user generated content, Starbucks’ White Cup Contest launched in April 2014. Customers across the country were asked to doodle on their Starbucks cups and submit pictures as entries. The winning entry would be the template for a new limited edition Starbucks cup. Nearly 4,000 customers submitted entries in a three week span. The contest was a great way for Starbucks to earn publicity and prove that it strongly valued customer feedback.

starbucks

4) Tourism Queensland

In its quest to find new ways to draw tourists to the Queensland Islands, Tourism Queensland launched its “Best Job in the World” promotion in 2009, which proved to be a remarkably effective campaign. Over 34,000 people from over 200 countries submitted videos to win a six month caretaker job that paid $150,000 AUD in one of the most beautiful tourist destinations in the world, while countless others enhanced their understanding of Queensland as a vacation option.

bestjobs

5) Target

In 2010, Target pledged to donate $500 million to education and promised to double contributions down the road with a popular college acceptance letter competition. Throughout the campaign, customers were asked to submit videos of themselves opening their college letters. The best videos were used in a new commercial, which helped Target draw attention to its philanthropic campaign.

6) Coca-Cola

To help boost top-of-mind awareness, Coca-Cola created the “Share a Coke” campaign, throughout which the company produced Coke bottles with customers’ names on the labels and handed them out throughout different cities, in order to increase its exposure on Twitter. Customers were then asked to share the pictures of their personalized coke bottle on Twitter and other social media platforms.

Coca-Cola first launched the campaign in Australia in 2011, but expanded it to the United States, United Kingdom, and other regions across the world. The company attributes the campaign to a 2% increase in U.S. sales after over a decade of declining revenues.

coke

7) Chobani

Chobani, a Greek yogurt company that was founded in 2005, is another brand that decided to use its customer base to improve its image and boost sales. The company asked its loyal customers to submit videos and images praising its yogurt. The content was shared on the company website, billboards, and across other mediums. Chobani attributes the campaign to a 225.9% increase in revenue between 2009 and 2010.

chobani

8) Pepsi MAX

Pepsi MAX is another multinational soft drink manufacturer that leveraged user generated content to craft a new brand image. The company created a campaign urging customers to share reasons they prefer Pepsi MAX to Coke, asking customers to share pictures on Instagram and other social networks, as well as a mini-site that was specific to the promotion. The best entries were eligible for numerous prizes, including a year’s supply of free Pepsi MAX.

Unsurprisingly, the campaign turned out to be very popular. Over 7,000 entries were submitted and the site received over 50,000 unique visits. The level of participation was even more impressive, as the average visitor spent about six minutes on the site, showing that customers were highly engaged with the brand.

9) Heineken

Heineken recognized that many of its consumers were looking for a more original type of draught. Acting on this trend, the beer manufacturer enlisted input from its customers to redefine the beer it has produced for the past 150 years. The Heineken "Reinvent the Draught Beer Experience" challenge, which was rolled out in 2012, gave customers the opportunity to share videos, images, and ideas to help change the experience. Customers were very receptive to the challenge and submitted hundreds of ideas, helping Heineken improve its product while generating brand interest at the same time.

heineken

10) Coffee for Less

Coffee for Less recognized that organic search traffic is highly targeted and likely to convert. Additionally, the company determined that relying on user generated content was one of the best ways to improve its SEO, leading the company to provide new features on its website that made it easier for users to read and share comments.

For its efforts, the company received about 6,000 comments between 2008 and 2011. Research from MarketingSherpa concludes that these reviews successfully boosted search engine traffic and conversions by 10% and 125% respectively.

coffeeforless

How to Run Your Own User Generated Content Campaign

Launching a user generated content campaign can be one of the most effective ways to build your brand, as demonstrated by the companies listed above. While each of their campaigns were slightly different, there were some commonalities between them:

  • Each brand promoted its campaign over its own website and social profiles to gain traction.
  • Each brand offered consumers a prize to encourage participation.
  • Each brand rewarded customers for presenting its products or services in a positive light.

So how can you take advantage of these powerful benefits by creating your own user generated content campaign? Consider any of the following tips as you plan your promotion:

Match your promotion type to your audience.

Several of the different promotions described above involve requests made to users to submit video clips sharing their experiences with a particular brand or product. But it’s worth keeping in mind that creating and submitting video clips requires a certain level of technical expertise that your average customer may or may not have. If, for example, your brand targets elderly customers, this type of user generated campaign may not be the right fit.

Request entries that you can use in your marketing campaigns.

Remember, you aren’t running your user generated content promotion out of a sense of altruism -- you want to end up with something tangible that can be repackaged and used in your future marketing materials. So as you design your promotion, consider the types of “entries” that you’ll accept. Pictures, videos, or testimonials are all powerful content types that can be easily converted for advertising purposes.

Make the effort required commensurate with the reward being offered.

If you’re giving away thousands of dollars in value as part of your user generated content campaign, you’ll probably want users to demonstrate a more substantial level of buy-in than if you were offering simple coupons or discounts. If the prize you’re offering is big, making participants deliver something of value in return guarantees you’ll wind up with content you can use in your future marketing campaigns.

Eliminate the red tape.

No matter how much effort you decide to require from your participants, don’t make them jump through unnecessary hoops in order to participate. At a minimum, your entry instructions should be clear, your submission website should be easy to navigate, and your forms require only the fields needed to process an entry and comply with any legal restrictions your giveaway is subject to.

Straighten out any legal issues.

Before launching your user generated content campaign, you’d be wise to consult legal counsel on two important issues: the rights you’ll hold over any content submitted to your promotion, and any restrictions that govern giveaways. First, you need to inform participants about what will happen to the content they create following submission in clear, easy-to-understand language. But also, if your state or municipality (or the mediums through which you run the contest) control how, when, and under what circumstances giveaways can occur, you’ll want to be sure your promotion is in compliance before running afoul of the law.

Given the breadth of the different industries highlighted above, it’s clear that any brand can follow a similar model to promote customer engagement and generate favorable publicity.

Have you ever run a user generated content campaign before? Feel free to share your insights in the comments below!

learn the secrets behind the coolest content

The Ultimate Guide to Throwback Thursday: How to Use #TBT in Your Marketing

throwback-thursday-tips

While you've probably seen the hashtags #throwbackthursday and #TBT thrown around, you might not have tried using them much. Used primarily on Instagram, Twitter, Facebook, and Pinterest, Throwback Thursday posts can liven your marketing campaigns up and generate real results -- that is, if you know how to use them right.

To help you figure out how to navigate this trend, we pulled together everything you need to know about using #TBT in your marketing. And if you want to see a #TBT campaign in action, head over to INBOUND, the Blog -- we're celebrating #INBOUNDtbt with a visual history of our INBOUND conference, complete with a throwback discount on tickets.

What Is Throwback Thursday?

While it’s particularly popular on Instagram, posts with the hashtags #TBT or #throwbackthursday can be found on almost any social platform. Don't have a big presence on Instagram? Try using the hashtags in relevant blog posts, a YouTube video, or sharing your social networks. Look around you: Hundreds of millions of posts -- most of them photos -- carry one or both of these hashtags.

How Did #TBT Start?

Per Know Your Meme, the term appeared on Urban Dictionary in 2003 and animator Saxton Moore's blog in 2006. Liz Gannes’ history of #TBT starts in 2006 with a recurring feature on Matt Halfhill’s sneaker blog, places the first Twitter instance in 2008, and traces #TBT's emergence on Instagram in 2011 (around the same time the app enabled hashtag functionality). 

Qualities of Good #TBT Posts

The art of Throwback Thursday is selecting an appropriately nostalgia-inducing picture from a different era of your life,” writes Katie Knibbs on Digital Trends. To apply it to your business, come up with a short list of things that are P.R.A.I.S.E.worthy:

Past: Think 3+ years old, and ideally, 20+
Relevant/Relatable: Relevant to your business and your audience 
Appealing: Fun, funny, catchy, nostalgic, or otherwise cool
Interesting: Especially to people outside your company (besides your mom)
Shareable: Great #TBTs make others look cool for re-sharing
Exciting: Choose subjects that create interest, discussion and even excitement

Want to see some great examples P.R.A.I.S.E.worthy #TBT posts from brands? Check 'em out below.

Star Wars

Perhaps the ultimate #TBT marketing move is to make someone feel nostalgic. The Star Wars franchise had a #TBT hit with this post of a 70s-era ad for their action figures collector's case:

 

#ThrowbackThursday - Yeah! Action poses! Those are the best kind of poses. #StarWars #vintage #TBT

A video posted by Star Wars (@starwars) on Dec 11, 2014 at 4:03pm PST

A study by Janine LaSaleta cited in Entrepreneur on nostalgia marketing found that the social connectedness people feel when presented with nostalgia actually make them value money less and spend more freely. There’s a fine art to nostalgia -- check out that article for ideas about product reintroduction and other business strategies for making use of it.

Ellen DeGeneres

If nothing else, be funny. While there are some effective #TBT shares that aren't humorous, the very best ones usuallly make people chuckle. Have a few different pictures of your company's founding team to choose from? Go for the goofiest. Awkward yearbook photos are awesome. Baby photos are almost never wrong.

Ellen wraps humor with nostalgia in this silly #TBT Photoshop of her face for Princess Leia's:

Herman Miller

You can also use #TBT to show respect for the classics. Furniture design brand Herman Miller hits their connoisseur audience's sweet spot by sharing famous designers Ray and Charlie Eames' Case Study House No. 8.

Paul McCartney

Try matching your #TBT post to a holiday or anniversary. It’s ok if it’s an “inside baseball” occasion for your company as long as you make it relatable to others outside your company. Paul McCartney's special #WorldBookDay #TBT is one example:

Steve Tyler

Can you tie your #TBT something relevant going on in the world? It's a silly joke that won't last, but Steven Tyler jumped on the online "controversy" about The Dress by sharing this snap of him on a blue-and-black striped shirt: 

Qualities of a Bad #TBT Post

ScreenShot2015-03-09at6.20.49PM

If you want to make a splash for the right reasons with your #TBT post, make sure to avoid the following things.

Being Selfish

Like everything in social media, a successful #TBT promo isn’t actually about you. It’s about your reader. Can you make them laugh? Get them excited? Teach them something? Give them tips they can use? Most of all, think about giving them something they can re-share and look good.

Being Irrelevant

Being cute for cute’s sake has pretty limited appeal. Make your throwback entertaining and relevant -- both to your audience's needs and popular events. 

Being Boring 

Boring is a lesser evil than selfishness or irrelevance, but if absolutely none of your #TBT posts are generating a response, reconsider your approach. Consistently boring #TBT attempts probably won't endanger your brand, but continuing when it's just not working out is a waste of your time.

The heavy-handed brand hashtag on this Burger King attempt is only part of why it went right off the rails (some replies NSFW). "Where were you" posts only create nostalgia if used on really compelling and universal experiences. Chalk this up as what not to do:

Popular Types of #TBT Posts

Ready to try your hand at #TBT? Here are a few post types to consider and examples of brands rocking them.

Retro Images

On Instagram, Allstate shared this beautiful image of a 30s-era book: Favorite Songs of the Allstate Singers. The company used to give this away to callers who were listening to their radio programs. Bet you didn't know people were inbound marketing via the radio and physical offers way back when, huh?

90s References

While it pains me that some people (and my own kids) see the 90s as some exotic faraway time (cough: my college years), there are great reasons nostalgia branding and marketing makes so much use of this decade. As the Entrepreneur piece points out, you get two generations for the price of one. Millennials remember their childhoods while their folks recall becoming new parents. 

In perhaps the ultimate #TBT, National Geographic Channel threw this live party featuring Vanilla Ice to promote their 90s TV show:

NatGeotbt

Actual History

Where it comes to #TBT, pretty much the only thing that trumps nostalgia, humor, and 90s references is legitimate history. Check out the Discovery Channel sharing a NASA #TBT on Facebook:

Similarly, General Electric nails it with this tweet:

This works because it's bigger than GE itself -- it's part of our tech history. It's also really cool looking, and a little mind-blowing that we had photovoltaics more than 75 years ago. 

Wendy's #TBT below also works well -- not only because it's a retro picture, but also because drive-throughs have become the fast food industry standard. Wendy's has a rightful claim to a piece of history. Sharing that fact as a #TBT makes a relatively humble way to brag about that.

Sports Highlights

In this YouTube example, the throwback is footage of an amazing move by Arsenal player Alexis Sanchez. Note the clip's clear business goal (YouTube subscribers) and humorous/relevant call-to-action (a click-to-subscribe annotation on Sanchez' chest): 

Trivia and Games

Check out Snuggle fabric softener's strategy to engage Facebook Fans with regular #TBT posts. The Instagram-esque formatting tells fans this is a #TBT post, and the "polaroid" image in the image is taken from one of their historical ads. The sharing copy asks Fans to guess what year the ad is from, giving them both a bit of a game to play, and a compelling reason to comment on the image:

Snuggle_tbt_Facebook_Screenshot

Vintage Products

Cosmetics brand Birchbox's #TBT Beauty Edition is a blog series on beauty fads of the past. Each post features an iconic product and then suggests something from their collection that's a better modern replacement. Here, Pond's cold cream brings the nostalgia while a (modern) $25 skin cleansing kit is promoted for sale.

How to Use #TBT in Your Marketing

Tips for Your First #TBT

Okay, so let's say you want to dip your toe in the #TBT pool. How should you get started?

A great first post can come from asking around your company for some of the earliest photos anyone ever took. This could be your founders, preferably looking a bit silly. Maybe the hilariously cramped first office space, or a now ugly and primitive looking first sketch or prototype of your product. For retail locations, the popular habit of pinning the first dollar bill to the wall behind the cash register is an ideal #TBT candidate. Find a picture of the owner holding up that dollar, or have them pose with the one on the wall.

Found a picture that could work? Great! Now, experiment with captions that help your audience "get" the #TBT connection and make the image more shareable. Be sure to customize the caption to the platform you share it on. Think: as brief as possible for Twitter, a short paragraph for the Facebook version, and strike a happy medium between those two for an Instagram share.

Get Down With OPT

What's OPT? Other People's Throwbacks! Yes, #TBT is such a fun, lighthearted phenomenon that it's not uncommon for someone's #TBT to be a re-share of someone else's throwback that's also relevant.

In this example, @GrandHyattNYC shares a video the @NYPost published, featuring the oldest-known video footage of the city. Since the topic is relevant to both of their audiences, it was a perfect opportunity for Grand Hyatt to share New York Post's #TBT.

Get Your Community to #TBT

Why not try a throwback Thursday promotion that makes #TBT sharing fun and relevant for your community?

Here's what we did. Our #INBOUNDtbt promo for discounted tickets to the INBOUND conference was simple to put together. We blogged this visual history of the conference, featuring video recaps, speaker photos, and interesting tidbits about each year of the conference. Readers that share the post and their INBOUND memories using #INBOUNDtbt are rewarded with "Throwback Pricing" on their conference ticket.

Getting your community to #TBT could be as complicated as a custom interactive site for creating posts, or as simple as designating a specific custom #TBT hashtag that encourages folks to share with -- and check out -- each others’ themed #TBTs. Maybe you can set up an appealing frame for their images or even a “green screen” effect that makes their image appear amongst something funny or famous? 

Expedia did an incredible job of this move in the summer of 2014 with their #ThrowMeBack contest. Fans posted a #TBT photo they most wanted to recreate. The winners got travel vouchers to return to the site of their photo and recreate it with the friends and family who were originally in it.

Measure Your #TBT

There's no one set way to measure how well your #TBT is working, because there's no one set goal you're always pursuing -- it depends on your business, your audience, and your campaign.

A #TBT designed to get people talking about one of your ebooks, for example, should be measured by social shares and ultimately by the quality of leads generated by that campaign. Other #TBTs might be PR stunts, brand awareness efforts, or attempts to build up your following on a social channel. You can do a #TBT post that gets your audience talking among themselves, leaving your brand with more social capital earned by way of the human connections nurtured. Maybe your influencer marketing team has a great idea for a charming #TBT that puts you on the radar of someone whose audience would be valuable to your business.

My point is that whatever business goal you're trying to accomplish, you should think about how you will measure and evaluate how well your #TBT efforts accomplished it. The exact metrics will vary.

Next Steps

As you get more comfortable joining #TBT, you might also want to branch out into some of the other fun themed days of the week. Depending on your style, #ManicMonday, #MusicMonday, or even #ManCrushMonday might lend themselves to a fun brand share. #TransformationTuesday lets you show off drastic before and after photos (if your product involves that), and next up is #HumpDay, or for health related brands, #WellnessWednesday. #FanFriday is a great day to encourage your biggest fans to share their related pictures, and #FollowFriday lets you shine some attention on outstanding accounts your readers might like. Anything involving cute pictures of cats? #Caturday! Brands have played with #SelfieSunday by posting offbeat product or logo pics, or gone for #SundayFunday to show their lighter side. Just want to tag your best or only picture that day? #Picoftheday. 

P.S. While there's #FlashbackFriday for those who forgot to post their #TBT on a Thursday, and #WayBackWednesday for people who just can't wait, we think you're better off sticking to Thursdays. Don't worry, #TBT will be right back before you know it!

Have you used #TBT in your marketing before? How'd it work for your business?

download the best marketing and advertising campaigns

The Growth Show: How One Woman Built a Fashion Business That Gives Back

Beth_Doane_Blog

As an entrepreneur, failure is an everyday activity. It’s how you manage it that determines your success. [Click To Tweet]

- Beth Doane, Raintees Founder 

After spending years in the fashion industry and witnessing environmental pollution and human rights violations, Beth Doane had finally seen enough. But instead of leaving the industry behind, she wanted to try and change it.

Enter Raintees.

Built on her vision that fashion could be ethically sourced and make a difference, every Raintee sold plants a tree in an endangered forest and helps to donate school supplies to children in need. To date, Raintees has helped send children to school in 20 countries and planted over 40,000 trees.

Beth joins HubSpot’s Meghan Keaney Anderson on this episode of The Growth Show podcast to share the story behind Raintees growth and why she believes that businesses built to give back are setting the new standard for our future.

In this episode, Beth talks about:

  • How social media and partnerships fueled Raintees' early growth despite a bad economy and a brand no one had ever heard of
  • Why consumers are willing to spend more money on products and brands with a cause
  • How she’s structured her team for success and why keeping the team small was so important
  • The importance of finding a mission and vision that gets you out of bed every morning

Click here to download this podcast on iTunes.

subscribe to hubspot's podcast

Facebook finally opens its data firehose to select advertisers

Ap529430266216
Feed-twFeed-fb

Until now, Facebook has been wary of doling out big data to advertisers. It's a practice long used by Twitter — a company that has profited immensely from it.

But now, the social media giant is finally making its firehose available to a select group through Topic Data, a new analytics tool developed with DataSift, an analytics company

For now, Topic Data will only be available in the U.S. and U.K. to a "limited number of DataSift's partners." All of the partners will be Facebook-approved

Facebook emphasizes, of course, that this is totally privacy-friendly. It will also only be used for general insights, not targeted ads Read more...

More about Big Data, Advertising, Marketing, Social Media, and Facebook

Facebook finally opens its data firehose to select advertisers

Ap529430266216
Feed-twFeed-fb

Until now, Facebook has been wary of doling out big data to advertisers. It's a practice long used by Twitter — a company that has profited immensely from it.

But now, the social media giant is finally making its firehose available to a select group through Topic Data, a new analytics tool developed with DataSift, an analytics company

For now, Topic Data will only be available in the U.S. and U.K. to a "limited number of DataSift's partners." All of the partners will be Facebook-approved

Facebook emphasizes, of course, that this is totally privacy-friendly. It will also only be used for general insights, not targeted ads Read more...

More about Big Data, Advertising, Marketing, Social Media, and Facebook

Google Brings Street View To Mount Everest Region

DSC01440 Most of us will never travel to the Khumbu region of Nepal, which is home to Mount Everest, but thanks to Google’s Street View, you can now get a better idea of what this part of the world looks like (and some Far Cry 4 players will find it looks quite familiar to them). Street View is probably the wrong name for Google’s latest effort here. It’s more like… Read More
15 visitors online now
5 guests, 10 bots, 0 members
Max visitors today: 19 at 01:44 am EDT
This month: 31 at 04-10-2015 03:26 am EDT
This year: 42 at 02-27-2015 10:50 am EST
All time: 279 at 10-18-2013 05:24 am EDT
Get Adobe Flash player