Get busy
Вязание вместо соцсетей – почему бы и нет?
Life story. Лена часто ловит себя на том, that she buried herself in the smartphone again. She herself is not happy about it: eyes get tired, the brain melts from the abundance of information. Why not introduce a curfew? –думает Лена. – Никаких соцсетей в нерабочее время». After a week of using this practice, Lena noted, что друзья стали чаще ей звонить. And the house finally smelled of pies - Lena loves to bake, but there is always not enough time.
If after visiting social networks you find yourself on unpleasant experiences, why not go to the internet monster? Likely, You will immediately find a lot of free time, which can be spent profitably.
Ask yourself. What keeps you on social media and how to get it elsewhere?
In this article, I told, why social media makes us feel bad. If you feel, that social networks are too addictive or arouse too strong emotions in you, this may be a reason to seek psychological help. The same goes for internet addiction.
What to read
Karen Pryor, "Don't growl at the dog" (about bad habits)
Dmitry Sokolov-Mitrich, Yandex.Book (fascinating about Runet)
Julia Idlis, Runet. Conjured idols " (interesting about bloggers)
What to see
"Social network" (Fincher's great movie)
"Startup" (Russian cinema about Yandex)
Useful? Join my vKontakte group:
You can also find me on FB, in LJ and Telegram:
The price of success
Life story. Fedya hates, когда френды в ФБ хвастаются достижениями по работе. Люди вокруг преуспевают, get super profits, и только Федя стоит на месте. Will you think, has grown to the head of department. Vanka, on the other hand, marks a new deal every evening!
Passed the last report - hurray, gotta tweet!
Let me remind you a bearded anecdote: "Doctor, to my neighbor 70 years, and he says, that he has six times every day!» – «Кто же вам мешает говорить то же самое, sweetheart?»
Люди в соцсетях врут. They don't lie, so embellish. We see, how Vanya marks the completion of a new project and does not see, how he revels in the nights, to do it.
Ask yourself. Какую цену Вы заплатили за успех? What do you think, what price a classmate smiling from a photo pays? Ready for such sacrifices? Что мешает?
Analyzed competitors
Work on the project began with an analysis of the current activity of the brand and competitors. Identified the most popular posts, compared their engagement. We analyzed the interests of the audience of our brand.
The main competitors were voiced by the client. We have added to the list for analysis. Found similar pages and looked, what other sites and communities Facebook subscribers visit.
We were interested in how the content policy of communities, and user engagement
Pay attention to group design. Analyzed the most successful mechanics and post types, took them into service
Information about similar groups and audience interests was also useful for further ad customization..
Why do we become addicted
In addition to vague phrases about escaping to another reality from their life problems, let's take a closer look, why exactly they become addicted to social networks, how does it affect our brain and our psyche.
During the endless update of the news feed on the network, we irritate the brain's pleasure centers. You see beautiful pictures - the brain reacts. You send a request for the desire for new content - the social network satisfies it with lightning speed. Also, pleasure centers get annoyed every time, when you see a like alert, new subscribers, pleasant comments and new messages. I.e, literally works like a drug - flawlessly. But if drugs and alcohol are condemned in society, social networks have become an integral part of it, therefore addiction is much more difficult to resist.
Responsiveness and Availability - Another Negative Brain Training. We quickly get short information on social media, which immediately replaces each other. It is like clicking seeds or biting nails., in a sense for smoking: monotonous obsessive movements, to which our locomotive system and brain get used. Have you noticed, that when it gets awkward or anxious, you reach for the phone, start chaotically jumping from one page to another, sometimes not even grasping the meaning?
An incentive for development
Friends are in full swing, and for me - everything is in black and white
Life story. Katya broke up with a young man a year ago. Три месяца она плакала и лежала лицом к стенке. Then she began to get out a little. But since then Katya has not been recognized. She stopped seeing friends, abandoned hobbies, continues to work on a boring job. When Katya logs into social networks, she is attacked by envy of friends and classmates. Все у них в жизни гладко. И только Катина жизнь закончилась.
Соцсети действуют на нервы, when latent dissatisfaction with life circumstances ripens in us.
Ask yourself. Are you satisfied with the course of your life? Не пришло ли время что-нибудь поменять?
What to do? Если Вы часто раздражаетесь на удачливых знакомых, то может быть, пора попробовать новое, master new skills, отремонтировать квартиру или отправиться в отпуск. Convert the resolving energy of envy into creating and motivating energy.
IN 5 increased Facebook engagement times
In our case, maintaining SMM for a brand was not exclusively a branding story.. We followed not only ER, community reach and growth, but also for traffic and income.
On VKontakte, we received more 200 000 monthly coverage and + 9 % subscribers. ER dynamics were uneven, indicators varied from month to month
However, the channel has shown consistently positive results and has established itself as an important brand tool.
On Facebook ー more 70 000 coverage and + 20 % subscribers. Engagement has grown in 5 time. IN 4 times the number of transitions to the site has increased. Beyond traffic, the number of sales from posts and referral links increased ( + 166 % Facebook sales).
Newsletters, comments and bloggers
In addition to native and situational posts, we launched VKontakte thematic mailings. The tool allows you to send messages directly, which are interesting to users. They don't need to join the group, to get the information you need ー everything comes as a personal message from the brand. For the newsletter for the New Year with current promotions and offers, about 100 man (per day without promotion). In addition to shares, we launched mailing lists by topic: promo codes, useful tips, contests.
An example of thematic mailings on VKontakte
We worked with comments and requests from subscribers, engage in conversation and answer questions in private messages and under posts in the community.
Conducted thematic integrations with bloggers. for example, to 1 September advertised school bags. We picked bloggers-moms with children of primary school age and posted native posts.
An example of native integration with a blogger on Instagram
Step 1. Registering a business account on social networks
Errors, which are allowed at the registration stage:
1. Employee data usage when registering an account, who does not own the business.
In such a situation, we can face a number of problems.: from data loss upon dismissal to account deletion by an offended employee.
2. Registration for the founder, indication of the employee's phone number.
In some companies, a marketer is involved in social media. AND, to make it easier to answer calls and messages, he issues an account to his number. This will create additional difficulties., if a new specialist appears in the company.
A good option would be to buy a separate phone and SIM card, issued to the owner. If necessary, you can transfer the device to another specialist, in case of loss of the phone - restore the SIM card to the owner.
3. Lack of register with registration data.
In case of an unforeseen situation, it is not always possible to quickly find the login information. Everyone understands, what you need to write down the login and password on paper and put it in an envelope in the safe, but few people do it. Therefore, the item is mandatory.
Case: Customer fired an employee, who was engaged in social networks. The employee was offended and did not transfer access, and posted negative information about the company on the page on the social network. The client had to fight for a reputation. In the end, the group on the social network was returned through the administrators, negative posts deleted. However, a lot of time has passed by that time, the company has lost customers.
In what style to write texts?
Articles should grab the attention of users, there are many ways. Writing style plays a big role
How style can interest social media users? Let's figure it out together, let's look at the main styles, who can attract attention.
Sensational
This style is heavy, because you must always follow the latest news, стараться первым выложить это в своей группе. Believe me, in humans, who will hear the sensational news for the first time, a storm of emotions will begin and they will begin to vividly express their thoughts on this matter. If you decide to surprise your subscribers regularly, you should keep track of all events.
All information in the group must be accurate.
Styles are important for social media
Overview style
To write a review, you need to have unlimited imagination, write personal experience of using the product, compare several products, describe the pros and cons (do it evenly, if you write more pluses, than cons, then subscribers might think, what is this advertisement).
Interrogative
To generate interest among social media users, and they could express an opinion, you need to ask an unobtrusive question. And what do you think? And other options. Believe me, some users will want to share their opinion and answer the question.
Working with social media isn't hard, you need to understand the basic principles. If you haven't created a group for fun, and you are pursuing a goal, define the interests of the target audience.
This is my personal archive
Facebook and other social networks do their best to, so that you can save as much personal information about yourself as possible. Personal photo archive, training diary, favorite music catalog, contacts of relatives, friends and colleagues, chat negotiations, your movements around the world - all this is carefully saved and indexed. What for?
Well about that, that Facebook collects data about you for advertising purposes, only lazy didn't write. But apart from that, social networks tie you to themselves with all this junk. For many people, losing access to Facebook would mean a huge loss. “I can't reach the right people! Where are my photos from last vacation? Who will remind me of my wife's birthday?».
If you too may be puzzled by similar questions, then we can state, that you are trapped. Facebook stores your personal memories and data. Are you sure, what is the best place for this?
Step 3. Information about the company
Article 5 of this law describes the general requirements for advertising in the country. In particular, contains a provision on, what it shouldn't be: advertising is prohibited unfair and unreliable.
Note, during the existence of the Law "On Advertising" its edition has been subject to changes 41 time (8 - only for the last year). Keeping track of all changes is not easy.
In this case, the fine for violation of the requirements of article (in accordance with Art. 14. 3 Administrative Code of the Russian Federation), advertiser violation, advertising manufacturer or distributor of advertising legislation, is:
- for citizens - in the amount of 2000 to 2500 rubles;
- for officials and individual entrepreneurs - from 4 000 to 20 000 rubles;
- for legal entities - from 100 000 to 500 000 rubles.
Besides, on your page it is impossible to incorrectly comment on competitors, borrow their content and indicate other people's projects as examples.
In accordance with Art. 14. 33 Administrative Code of the Russian Federation, violation of competition law, shall entail the imposition of an administrative fine:
- for officials and individual entrepreneurs - from 12 000 to 20 000 rubles;
- for legal entities - from 100 000 to 500 000 rubles.
Case from legal practice: OFAS admitted in the actions of Ch.d.d. LLC violation of part 1 Art. 14 Law No. 135-FZ, expressed in the use of projects implemented by Tessen World LLC to promote their activities on the VKontakte social network. OFAS ordered the applicant not to post on the pages of the group, administered by its members, information and visual materials of other organizations, carrying out activities in the field of exchange programs without informing that, that the information reflects the activities of other organizations. OFAS imposed an administrative penalty on Ch.d.d. LLC in the form 110 000 rub. fine for committing an administrative offense, expressed in violation of part 1 Art. 14 Competition Law, responsibility for which is established by part 1 Art. 14.33 Administrative Code of the Russian Federation. Подробнее в статье информационно-правового портала Гарант.
about the project
I-Media has a client ー a large internet hypermarket with 60 000 products in the feed. Offers products for home and office: Food, household goods, laptops, furniture, hygiene products and much more.
The main target audience of the brand ー В2В. These are secretaries and office managers, representatives of medium and small business. However, there is also a B2C segment with a wide range of interests and characteristics., since there are a lot of goods in the store.
The brand was interested in developing communities, increasing engagement and updating the content strategy. Traffic from social networks was equally important.
At the start, we paid special attention to Facebook, since the community was able to "the patient is rather dead, how is he alive "
Neighbor has greener grass
Life story. Маша завидует своим друзьям – папам и мамам. Masha wants children too. But the right man isn't around. Seeing pictures of lucky girlfriends, Masha feels, что на глаза наворачиваются слезы.
Lucky someone - there is time to travel!
We envy that, what we don't have, and do not notice that, what do we have. Masha would know, что подруги с завистью листают фотографии из путешествий и думают: «Хорошо быть вольной птицей!». А друзья-мужчины тем временем смотрят на Машины фотографии и боятся пригласить на свидание. «Слишком красивая и умная для меня», – думают.
Ask yourself. What do I like about my way of living? What my friends are jealous of?
What to do? Imagine, что Вы уже достигли своей цели – родили ребенка или устроились на работу мечты. Что теперь вызывает у Вас тревогу и зависть?
What to read on social media?
Difficult to answer the question. Each person is an individual personality, what is interesting to one, will not interest another
It is important to be able to work with target audience
If we divide the audience into male and female, then note, that women like beauty posts, namely all that, what is related to beauty. They may be interested in advice on the improvement of an apartment or private house. Men prefer serious topics, eg, about cars, hunt, computers, programs, bitcoin.
To get women interested, you need to write emotional articles., for men - informative and specific. Research shows, men don't like to read. If your group is aimed at a male audience, need to write short descriptions, so there will be more chances, that the article will be viewed.
With regard to youth, you can write everything, what's relevant right now. At this age, it is interesting that, what is fashionable, what is associated with famous people.
Many teenagers want to be like someone. You can write facts about stars, take extracts from interviews and more.
Changed social media strategy
Based on the analysis results, new rubrics were proposed, made a content plan and started working with post design. We connected the postponed posting service and launched advertising. Introduced engaging mechanics, as well as "situations", which the brand has hardly used before. Grocery posts have become more native. Contests saved, but in a small amount.
Examples of VKontakte publications
Facebook needed to increase the number of subscribers ー it was implemented with the help of targeted advertising by interests, as well as retargeting by site visitors and look-alike. Almost all posts were promoted, and also advertised the community itself.
In the first month, we had a task: + 350 Facebook followers, ER posta ー 1,5 % and 250 site visits. The ER of the post in the first month was raised to 4 % , individual publications fired and typed 10 %. Further, from month to month, ER in Facebook was about 2 % and higher. The transition plan was also overfulfilled: + 1648 per month.
Examples of successful Facebook posts
Later we launched advertising on VKontakte: targeting competitors and an active audience of competitors, retargeting.
We evaluated the success of post-ads according to various criteria. Track user engagement, audience growth, traffic volume. And even on site sales using UTM tags.
Expectedly entertaining posts showed good engagement rates, grocery and promotions provided traffic and sales. We noticed, that contests can also work well for purchases.
Examples of contest posts on VKontakte
Filter your friends' feed
Life story. Vanya rides the subway every morning and reads Twitter. How evil, как раз по утрам пишет в Твиттер бывшая девушка Вани – Маша. Vanya did not unsubscribe from Masha and continues to stay up to date with the Machine of Life. С каждым Машиным твитом настроение Вани безнадежно портится.
But Masha doesn't know
Social media is annoying, когда мы получаем из них ненужную информацию о неинтересных людях. Вне соцсетей мы свободно фильтруем этот бесконечный поток. В виртуальности – не всегда.
Ask yourself. Why do I continue to be in virtual relationships with my ex? Why do I need it?
What to do? Fortunately, the way out is simple. What do we do in life, when a person is unpleasant to us? We try to communicate with him less.. Hide user updates, which annoy you. Удалите бывших друзей и подруг из френдленты. Читать соцсети сразу станет приятнее.
Step 5. Monitoring employee behavior
Another case from legal practice: Semyon Efimov, SMM-manager of GrowFood and the host of the Russian Marketing channel, told in his Facebook account, that he was offended by a PR manager of the telecom company "Telfin". The woman asked about advertising, но сорвалась и в итоге потеряла работу:
Checklist "How to build a personal brand of an expert in social networks"
If the norms of behavior are fixed, it will be easier to determine the style of behavior in controversial situations. Large companies have dedicated risk management units, but often one document or section in the job description is enough, which will describe the duties and responsibilities of the employee. This will minimize the negative effect., and as a last resort will allow you to legally say goodbye to the employee.
Read more: “Why is it important to monitor social networks?, and how to convince the authorities of this "
How to beat social media addiction
1. Do not pick up your phone after waking up and before bed
The habit of starting and ending the day by flipping through the Instagram feed is a very bad habit.. Thus, you cannot tune in for the day and take stock, as a result, you lose a lot in productivity. Well-being and nervous system suffer from this habit.. People, falling asleep with the phone, have bad, shallow sleep, they have a higher risk of developing insomnia.
To give up the phone at this time and create such additional pauses in your life is the main condition for getting rid of the addiction and dependence on social networks.
3. Avoid social media with "blank" content
Helpful and engaging videos can also eat up a lot of time. And not so useful to be. But it's best to avoid useless or harmful content.. Don't go to pages, useless. Unsubscribe from "empty" bloggers and leave communities, whose posts do not carry a semantic load. This will seriously reduce the negative impact of social networks on your productivity and psyche..
4. Replace a bad habit with a good one
When will you shorten your time online, you will have a lot of free time, which needs to be filled with something. The insidiousness of addiction is, that she will try with all her might to pull you back into her webs. There will be a lot of free time, may be overtaken by excruciating boredom and an obsessive desire to spend an hour or two again scrolling through the news feed with useless materials. To avoid this, fill in the gaps in your schedule with a good habit, eg, reading developing literature or learning a foreign language. There are many fun language learning apps today, which in a playful way help to learn. It is a great alternative to social media, because such apps are just as fun.
5. Stop posting in real time
A bad habit of the modern world is to post photos and captions in real time: travel reports, visiting exhibitions, meetings with friends and even meals. If your hand is constantly reaching for the phone, when something interesting happens, it's a wake-up call. So you lose the fullness of immersion in the moment and stop rejoicing. You will always evaluate your life for, how many likes will she get (if metaphorically). But you will never be satisfied in such a case.
6. Use social media as a vehicle for valuable thoughts
Write rarely, but with meaning. Take really important notes, share valuable thoughts. Social media provide tremendous opportunities. They have long become serious competitors to the media., if not overtaken them. Influence your audience with maximum benefit. Track your development. Share valuable information and engage others in civic engagement. It's so much better, than just posting a photo of your lunch, is not it so?
7. Remove unnecessary apps from your smartphone
Hundreds of notifications and the endless temptation to go back to social media for no reason and stay for a long time - this is the result of countless applications on the smartphone. Just remove them. minimum availability is a serious step towards freeing from addiction.
How to create a social media image
8. Clean up your friends and groups list
Everyone has the right to choose for himself, how should he live. decide on your own, which social network to use, how much time to spend in it, with whom to communicate ... But if you feel the negative influence of social networks and want to fix the situation - do not be afraid and take the first step. You will not lose, but just get!
