The State of Enterprise Social Marketing

Enterprise Social Marketing Stats
Spreadfast and Forrester recently launched The 2014 State of Enterprise Social Marketing Report, researching how some of the world’s largest company organize, plan and execute social marketing effort. Here are some take-aways from the report:

Social Media – A Growing Priority
69 % are increasing staffing for social marketing in 2014, and 68 % are increasing their social marketing budget compared to 2013.

69,4 % believe their organization prioritizes social basted on how effort are organized and executed.

Measuring What Matters
Nearly 3 out of 4 measure the business value of social marketing, reach and resonance being the top two measuring areas. However, the measuring areas are not static, most ( 73 % ) also state that they are constantly evolving and defining best practices.

Social Means Building Awareness
“Building Brand Awareness” is the most frequent main business goal (39 % of recipients). Somewhat surprising, only 3 % answered “Provide customer services”.

Social – An Integrated Part of Marketing
Two out of three (66,9%) are integrating social with broader marketing efforts.

Nearly a third allotted between 3 % and 5 % of total marketing budget to social marketing.


Snapchat Marketing – A 3 Steps Guide

Today’s marketing is about reaching your audience on their terms and where they are. Considering this, Snapchat might be an excellent marketing channel for some brands (check out my previous posts – Snapchat Marketing and Snapchat – The Next Big Thing? )

Snapchat is fast growing, but the marketers are not giving it the attention it deserves: In Norway, 50 % of all smartphone owners use Snapchat, while the number of marketers using SnapChat (world-wide) is 1 %!

(more stats follows below)

Screenshot from

Inspo: The Norwegian edtion of “Paradise Hotel” uses Snapchat to give back to their most dedicated fans. Screenshot from

Here is a quick 3 steps guide to marketing with Snapchat:

1: Get started – Research and strategy

First, do the necessary research – who is your target audience? And is it likely that they are using Snapchat?

Some useful stats:
– US: More than 26 million users
– Norway: 50 % of all smartphone users use Snapchat
– 70 % of users are female
– 400 million snaps are sent every day
– Percentage of Marketers that use Snapchat: 1 %

More stats are available here: By the Numbers: 23 Amazing Snapchat

If the stats match your target audience, then you can start crafting your Snapchat marketing strategy.

Consider things such as:
– What are your main target(s) and goal(s)?
– What content will you be sending out?
– What do you hope to get out of it?
– How will you use the responses you get?
– How much time do you plan to spend on this activity?

2: Get the word out
Align the snapchat activities with your other activities. Mention your Snapchat username on your blog or Facebook page, encourage your fans to add and connect with you using Snapchat.

Remember to adapt a voice / language suitable for the media and the target audience in your snaps.

3: What is in it for them?
Make sure to mention if / how you’ll use the Snapchat messages you receive. Is there any reward or benefit for sending you Snaps? Will they receive a discount coupon back (on Snapchat of course, get access to exclusive content or sneak peeks first, or will their pictures be featured on your blog or Facebook page?

Don’t underestimate the effect of showcasing the contributions you’ll receive. Most people like getting recognition by brands they like.

Music Angel Snapchat Facebook

Inspo: Music Angel (mobile speakers), take screenshot of some of the snaps they receive and feature them on Facebook. Screenshot from Music Angel Friendz Facebook page

For more inspiration, check out: 5 Creative Ways Brands Are Using Snapchat

What would make you interact with brands on Snapchat?

Instagram Give Away: BIEK!

Photo: Dina Patey

Photo: Dina Patey

(English text below)

Jeg har vært så heldig å få muligheten til å arrangere en give awayInstagram i samarbeid med BIEK.

Jeg falt for BIEK-produktene jeg nå deler ut i det øyeblikket jeg fikk se de – både produktene og innpakningene oser luksus og kvalitet! Og BIEK har en ganske spesiell historie, som gjør produktene ennå mer aktuelle i år:

“For 200 år siden ble den norske grunnloven skrevet og Norge erklærte seg uavhengig fra Danmark. Originaldokumentet, selve Grunnloven, var et spesielt falset papir med BIEK vannmerke, 380 millimeter ganger 315 millimeter. 

I 2012 gjenoppstod BIEK® i Norge, denne gang som et selskap som designer og produserer høykvalitetsnotatbøker samt annet tilbehør for jobb, reise og læring.”  (Les resten av BIEK-historien her)

Hva kan du vinne?  

Office Notebook, black

iPad Sleve, black

iPhone Sleve, red

A4 Document Folder, red

Passport Sleve, red

BIEK-produktene kan også kjøpes på Nasjonalmuseet, i Operabutikken, hos Illum og på, om du ikke skulle være så heldig å vinne de da 😉

Hvordan kan du vinne?

Legg ut et (eller flere – du kan vinne flere ganger!:-) ) bilder som symboliserer frihet for deg. Det kan være alt mulig – en kaffekopp før alle andre har våknet, en joggetur i marka, en levert eksamensoppgave – Her er det bare å la fantasien og kreativiteten løpe fritt!

Legg til hashtaggen #MixiGiveAway og nevn meg (@mariannemixi), skriv gjerne også hva du aller mest ønsker å vinne! Vinnerne trekkes om to uker – mandag 24.mars.


The document folder is amazing - it even matches my necklace ;-)

The document folder is amazing – it even matches my necklace 😉

Information in English

I´m hosting an Instagram Give Away with BIEK – a Norwegian quality brand designing and producing luxurious notebooks, work and travel equipments.

What can you win?
One of the following items can be yours! 🙂
Office Notebook, black , iPad Sleve, black ,iPhone Sleve, red, A4 Document Folder, red, Passport Sleve, red

How can you win?

Take a photo of something that symbolizes freedom to you – it can be anything – Enjoying the first cup of coffee in the morning before anyone else is up, finishing a workout or turning in a big assignment. So get creative! 🙂 Upload your photo(s) to Instagram, add the hashtag #MixiGiveAway and mention me (@mariannemixi).

You can enter as many times as you like, the give-away ends in two weeks: Monday March 24.


A/B Testing

Illustration by Experience Solutions

Illustration by Experience Soluttions

Last week I attended a breakfast seminar on the topic of Web A/B testing , hosted by Increo. Here are some of the take aways from the event:

WHAT is A/B testing?
A/B testing (sometimes called split testing) is comparing two versions of a web page to see which one performs better. You compare two web pages by showing the two variants (let’s call them A and B) to similar visitors at the same time. The one that gives a better conversion rate, wins! ( Definition from: )

WHY A/B testing?
A/B testing is an easy way to maximize your web results. Colors, placement, size, text and so on, can have a big impact the converting rate ( Conversion rate- how many of your visitors that complete the “goal” you’ve set for the web site devided by the total number of visitors – A conversion is a goal / purpose you set for your web page. It could e.g. be downloading a whitepaper, buying a product from your web shop, register for your newsletter or signing up for your event).

Useful tips to get started:

Baby steps

Test small differences (If you change everything, you won´t know what gave you the increased effect!)

Take your time

To get the most accurate results, a significant number of web visitors are needed, and you should spend 1 – 2 weeks to testing before evaluating the results.

Less is more
The Paretto Princippal ( or the 80/20 rule): 80 % of the content on your web page is unnecessary, while 20 % is crucial. Solutions: Limit the content – get better results. Use A/B testing to see what parts of the content you can/ should remove and what parts to keep.

Hick´s law:  More options increase the web visitors decision time, and also increase the risk of them leaving the page without completing their task. Solution: Try remove some of the options.

For instance, a customer of Increo removed a section showing similar products to the item the visitor just added to their shopping cart, and experienced a significant increase in the number of customers that completed their purchase.

Size matters
Fitt’s Law: Objects that are fare away from the center of the screen ( where the visitors eyes mostly points) get less clicks. And bigger objects (banners, buttons, fonts) get more clicks than others.

Solution: Try increasing the size of the content you want to highlight and place it at the center of the page.

Push my (red) buttons
The color red might trigger some assotiaons to “Stop”, “Danger” for some people (me included), but the fact of the matter is that a red “buy now” or “register here” button generates more click-actions than any other color (tested by Increo and their customers)!

Other colors that typically also trigger web visitors attention are blue and green

Useful tools to get you started: 


Google Analytics Content Experiment


Campaign Monitor (For A/ B testing of  Newsletter / eDM subject lines, sender, design. I´ve used this a lot – and love it! :-))

Visual Website Optimizer has a lot of great resources on A / B testing.


Instagram Direct is here!

Facebook has it, Twitter has it, Snapchat practically is it, and now Instagram also introduces a feature allowing its users to send private messages (photos and videos) to one, or a selection, of your Instagram friend: Instagram Direct is here.

You can even send to people that don’t follow you back (Hello @ryan_gosling!)

What does it mean?

For marketers: A way of communicating more directly to your customers and prospects, and adjusting the message to their preferences.

For customer service staff: Solve your customers problem by replying to them with a “show and tell” video of how to fix their issue.

For teens: You went through the same thing with Facebook, and now suddenly your mom is following you on Instagram too! With Instagram Direct you have a way of streaming your content, what is for your best friends only, and what all your followers (mom included) can see.

For the fangirl / fanboy: Send a photo or video message to your favorite star.

How does it work?

First of all, make sure you have the latest update of Instagram installed.

Next, go to the feed (the tab with a house), and you’ll notice a new icon in the right top corner:
Marianne Granum - Instagram Direct - instructions

Touch the icon and you’ll enter Instagram Direct, here it is pretty much business as usual: Take or upload a photo, or record a video, choose your filter and add a your comments. Ones your done with the editing and commenting, press the next button in the right top corner.

Normally this would have uploaded your content to your Instagram stream, but with Instagram Direct there is one more step: Choosing who should receive your message:

Marianne Granum - Instagram Direct - How it works

Select the receivers and you are ready to go!

What do you think of Instagram Direct? Useful or not? And what would you use it for?

Email Marketing: How to Build a Strong Email List

Email marketing - how to build a strong list of newsletter subscribers?Picture from

Email marketing – how to build a strong list of newsletter subscribers? Picture from Free Digial Posters

This morning I attended a breakfast seminar on email marketing hosted by Apsis. Here are some of my take-aways from the event, and some of my own experiences regarding building a strong email list.

* Offer something in return

– Other than (of course) great content, offer the subscribers a special treat in exchange for signing up. The treat can be anything from a free whitepaper, a contest entry, a small gift, access to exclusive content and news first, and so on, but remember to keep it relevant to your brand and/or the product(s) you sell.

*Don’t be afraid to ask

– Ask your customers, prospects, and other you think might have value of your newsletter, to sign up. (and get your colleagues to ask their contacts too)

* Promote your newsletter

– Add a newsletter promotion banner to your signature, and remember to distribute it to your colleagues too.

– Pop-up promotion on your web page. Some might find it annoying, but it can pay of. Why not give it a go for a short period, and see what it gets you? (remember to watch the bounce rate at your web site carefully though)

*Don’t forget offline promotion

-Add a QR code (that works!) linked to the subscription form on your business card, marketing collaterals or on posters ( e.g. if you own a store, add a QR-code where people tend to & queue up).

*Make it easy and compelling to share

– And encourage subscribers to do so. Add “Click to Tweet” and buttons for sharing in social networks.

Your turn – What makes you sign up for a newsletter?

Tagboard – All Hashtags at One Place

These days, hashtags are everywhere in the social network sphere: We add tags to our posts on Twitter, Instagram, Facebook, Vine, Google+ and so on.
It has been hard to keep track and following a hashtag from one network to another-but not anymore! Tagboard is a new service that allows you to do hashtag searches across all hashtag-friendly networks.

Tagboard is very handy for both personal and professional use, use-cases include:
– At an event, or while watching a live event at TV and following the debate online
– For businesses tracking their brand across networks, discovering what network(s) their most engaged and loyal fans use, and what they are saying about you.

Marianne Granum - Tagboard - Tracking Hashtags across social networks

Instagram: The Hashtag Effect

I just stumbled upon this article, 8 Data-Based Tips for Optimizing Your Content on Pinterest and Instagram on and thought I’d share a few interesting findings.

The effect of hashtags
That the use of hashtags on Instagram generates likes and followers is no big secret, but this graph indicates that hashtags has a huge positive effect on the number of likes and followers:

Marianne Granum - Effect of Hashtags on Instagram likes - Cheetaha Analytics

Graph from

Popular hashtags

What tags you use is almost just as important, not all hashtags are as effective, here is a list of popular hashtags:

Marianne Granum - Most Liked Instagram Hashtags -

Graph from

Not surprisinlgy, the most popular hashtags touch upon Instagrams social dimention, interaction and getting something in return. Any hashtags you find surprising on the list?

Before you start adding hashtags, be sure to avoid these hashtag mistakes.

Blogging: How to create good content faster

Blogging takes time, and given that both the readers and the search engines favor blogs with frequent updates, blogging more effectively certainly has its advantage. Here are my advises on how to create more content for your blog without using more time blogging:

– Write what you know
Reasearch takes time, sometimes it’s better to write about a topic you know a lot about instead of spending hours researching it. For instants, I’ve made some travel posts, but instead of looking into everything you can do in Milan or in the South of France, I’ve written about what I did there, my recommendations and my take on it.

– Do series
If you decide to research a topic, make a series of blog posts. This way you get more value from the time spent researching, and if you do it right, you can also become a significant voice on that topic.

– Use pictures, videos, illustrations and infographic
For bloggers, there is definitely some truth in the saying “a picture says more than a thousand words”. Sometimes you can create a whole blog post by just adding a infographic, or sharing your favorite Instagram photos or YouTube videos of the week.

– Make use of the time you on Pinterest
At times I spend hours on Pinterest, sometimes just looking at one pretty pin after an other, other times I’m looking for pins on in a special theme / topic. Sometimes this makes the foundation for a blog post, I’ve written about my vacation plans and Pinterest several times. Maybe you write a food blog, and spend time pinning good looking dishes and tasty recepeis, or write about traveling and find inspiration for your next journey on Pinterest?

– Make time of the time you spend online.
Same logic as above. Maybe you write a blog about gadgets and technology, and spend a lot of time reading about the subject online? Make a blog post about the general notion you pick up, the trends you see coming, the news that catch your eye.

– It is ok to press the reblog-button.
As a blogger, you should spend time creating your own content and finding your own voice. But there is nothing wrong in sharing posts written by others from time to time. See a blog post you like, that is spot on for the topics you blog about? If you don’t have any alternations or additional information to bring to the topic, press reblog. You give the blogger credit and your readers good content without the effort of writing your own post.

– Copy with pride
Get inspiration from others, what is your favorite bloggers doing and how can you adopt this? Don’t copy the content, but the style. If someone blogs about their top 10 Pinterest or Etsy findings, you can make a post about yours. I found the inspiration for this post, after reading 19 ideas for spending less time blogging .

What is your best blogging advice, where do you get your inspiration and what do you mostly blog about?

Top 5 Hashtag Mistakes

Looking for more information about hashtags, what they are and how to use them? Check out this blog post.

The use of hashtags in social networks like Instagram, Twitter, Google+ and so on is very popular, and – when used correctly – hashtags can be a very efficient way of getting more readers and viewers to check out your content.

But there are some pitfalls you should be aware of before you start tagging away – here are my top 5 hashtag mistakes:

Marianne Granum - What are hashtags and how to use them
– Hashtagging every word
You probably seen this on Instagram and might have wondered if it is a good idea? It’s not. The point of adding a hashtag is to make your picture searchable and easy to find for people looking for that particular topic.

Turning every word into an hashtag is pointless – have you ever searched for #is #and #a ? No? Nobody else either… Instagram allows 50tags per picture (which I think is plenty), make sure to add tags that people actually search for and don’t “waste” tags on these words no one searches for.

– Hashtags on Facebook
Not many hashtags fails set me off like hashtags on Facebook! It has no purpose (hashtags are not searchable on FB!) and just screams “I have no clue what the #s mean!”

Update: Facebook now supports Hashtags! So tag away! 😉

– Adding hashtags that are not relevant for the picture.

In an attempt to get more IG likes and followers, some people add popular tags that are not relevant for the picture. I don’t think this is a very smart strategy, personally I get irritated when I search for a topic and a lot of the pictures that show up are off-topic. , this does make me hit “unfollow” rather than like. So this strategy is definitely not working on me – how about you?

– Special Characters
Double Check that your hashtags are working (highlighted like hyperlinks and click able), some special characters are not supported. For instants, “+”, “&” “?” and so one are not supported on Instagram.

– Hashtags on private profiles

Hashtags from private Instagram or Twitter accounts are only searchable for your friends, so unless you have a really big follower base, there is not really any reason for adding hashtags to your photos – your friends will probably see them anyway. An exception is If you and your friend made your own hashtag for a party, wedding or vacation trip e.g.

What do you think are the biggest hashtag mistakes out there?

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