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Praneetha Aniruth

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Facebook Custom Audiences Now Available to All Advertisers

Written by Praneetha Aniruth on . Posted in Social Media

Facebook has officially announced that targeting via Custom Audiences will be available to all advertisers by the end of November. This means that all types of businesses can start targeting their customers on Facebook using this feature.

What is Custom Audiences?

Custom Audiences is a targeting tool that allows advertisers to find their offline audiences/customers who are on Facebook, using contact lists. Previously, this tool was only made available through Facebook’s Power Editor Tool.

A new added feature is MailChimp support. For the first time, businesses can use their MailChimp lists with the Custom Audiences tool. Using the tool is easy – all you need to do is upload your customer email list or MailChimp list. Once they’ve been uploaded, then these matched users can be targeted with ads for your Facebook page, website or mobile app.

What are the opportunities?

With the Custom Audiences tool, marketers have the opportunity to turn first time customers into repeat customers by targeting them with customized and personalized advertisements. At the same time, the tool also allows marketers to exclude customers as well (example: if your goal is to acquire new customers).

Facebook has already shared a success story: in an effort to sell tickets for a music festival, a live events company was able to see 28X return on investment for a campaign by using this tool.

The future of business communication through technology tools

Written by Praneetha Aniruth on . Posted in Business, Strategy

Technology has grown tremendously over recent years. With it come a lot of opportunities and challenges alike. Of great importance is the way it has revolutionized the ways businesses conduct businesses with each other.

There are several online communication tools most of which are free. iTrust has observed a few of which are in great use in today’s business world. Top in the list is the use of email services to communicate. Several email service providers such as Microsoft, yahoo and Google offer free email services.

Skype is second. One is able to chat and video call others on Skype. With credit, one can call directly to other mobile service providers. Google has also developed great tools for communication. Services such as Google Talk are free and enable video call between individuals and businesses.

Social media sites, also called Web 2.0 are also great communication tools. These include, Facebook, Twitter, Linkedin and Wassup among others. Their main advantage is that they enable the business to communicate instantly to masses.

There are other businesses to business communication tools that are not freely available on the internet. These include web video conferencing, Voice over IP (VOIP) and business class instant messaging. One has to install certain equipment and software to use such tools.

Below are included some advantages that come with the use of online communication tools for businesses.

Increased efficiency

An efficient business is the one that is able to respond to clients and other partners promptly. Business is about communication. Online communication tools enhance efficiency by, Instant feedback; less time is taken to respond to inquiries and complains.

Lower business costs

Firms that embraced the use of online communication tools lowered the cost of doing business drastically.

Increased business

The ability to connect and communicate with partners fast has brought in more business. For example, the ability of an IT firm to offer remote support would attract potential clients even from far whose systems would need such support. Social media is known to bring in huge numbers of potential clients to the business. Clients can also give feedback on the services procured in confidence. Firms would use the information to improve their services.

Saving time

online communication tools save business valuable time. Videoconferencing saves managers and sales executives’ time that would have been spent travelling.
Firms today may need to consider taking advantage of business communication tools in order to grow business with technology

Marketing at the Speed of Social

Written by Praneetha Aniruth on . Posted in Business, Social Media

Social marketing now drives a faster everything. In fact, social forces marketers to go faster, not the other way around. It’s for this exact reason that businesses are afraid to become a social business. Take Uber for example. Their vision was simple in creating a service that put the power of seamless ‘right now’ transportation into the palm of our hands. How about Apple? Steve Wozniak talked about how they originally set out with a simple vision to build a personal computer. They built the first personal computer that delivered a word processor. It turned out that the computer called for the networking, which quickly grew into the need for the internet. We needed a way to see the new clusters of information created on the internet, so search engines were born. And now, social commerce is enabled. Steve says “we did not build a computer knowing all this was going to happen, we started with a simple vision.”

As consumers, we all purchase something because a product or service solved a problem in a way that no one else has been able to solve. This also translates through experiences. As with Uber, it isn’t the fact that we want to take a ride in a nice black car, which frankly is more expensive than a taxi. What it solves for consumers is the ability to be in control of their transportation immediately. Everything else about the experience Uber delivers is just the cherry on top.

Socially businesses are few and far between, only because the complexities and data is so overwhelming. Becoming a business that perpetuates creative problem solving powered by social today means you first have to listen in order to keep up. It’s important that businesses use social to co-create ideas and innovation. We still need leadership and vision, but the power of one top-down voice is gone. Finally, it’s no secret that creating shareable experiences through storytelling has changed. Strategically speaking, giving your brand, product or service more shareable experiences means putting more thought into creative ingenuity like never before. Humans can detect carefully crafted and unique experiences through authentic storytelling. They respect it more!

Why Do You Need More Followers?

Written by Praneetha Aniruth on . Posted in Social Media

The point of this question is to get to the core of what the business really wants at the end of the day. Taking inventory of business goals is the best place to start the conversation around social media engagement.

Who do you want to follow you?

Understanding that audience composition is much more important than audience size is critical wisdom for any serious social media marketing campaign. Does your organization just want thousands of followers for ego purposes? Then go buy them. It is a dirty way to get a ton of followers fast, and might get you banned, but ego has driven businesses to do dumber things with their money!

Do you want a ton of real prospects in your market engaging with your organization’s branded content? Then a serious social media marketing campaign might be the best way to attract these individuals to your brand.

What will you do with your follower base?

Take the time to dig into exactly how your organization will extract business value from your follower base. Lacking a system to effectively drive business value and achieve goals with your follower base would be an injustice to both the business and followers. Lacking goals and processes is also a bad situation to be in when justifying marketing spend and effort.

How will you measure success?

Always know where your goal posts are throughout the project. As a service provider, understanding success metrics is critical since I want customers for life. However, the idea of establishing success metrics is just as applicable to an in-house marketer. Nobody wants to take on a challenge, only to find out later that the goals were impossible to begin with or out of sync with the business.

Social media marketers want successful campaigns that achieve the right goals and strengthen the business as time goes on. Don’t let the excitement of social media marketing blind a diligent goal-setting process. Ask yourself these questions before embarking on a social media campaign.

5 steps to fix a broken process

Written by Praneetha Aniruth on . Posted in Business

Broken is broken. Prompt action is necessary to avoid the negative effects of a broken process to propagate throughout the business. Processes are like highways in your business. Any clog could be damaging.

Diagnose problem
Gather information on the problem by speaking with the people involved in the process. Observe and understand the pain points. Separate the effects from the causes. Investigate and identify the root cause of the broken process.

Collect data
Collect data on volume, processing time, delay, and other relevant measurements that could be useful for sizing the problem. It is important to understand the magnitude of effects, which affects the type and choice of the solution.

Brainstorm options
List potential solutions for fixing the process. The solution could be a partial fix for the short-term or a full solution that requires extensive work. Vet the options with the people who do the work to ensure that they make sense. Assess the costs and benefits.

Implement solution
Follow a detail plan for implementation. Communicate the purpose and how, provide relevant and appropriate training, offer support on change, and apply common sense throughout the implementation.

Finetune solution
Monitor improvements and determine if modifications are necessary. Perfection is not the goal but you want to eliminate the deficiencies to achieve the intended improvements. Finetune the solution to enhance results.