SS Digital Media Heads to Social Media Day Detroit

SS Digital Media Heads to Social Media Day Detroit

What better way to ring in the holiday weekend than with an insightful look into the world of social media. Last Friday, June 30, myself and one of our accounts interns headed down to Detroit to learn what’s new and exciting in social media at The Atheneum Hotel.

The event, hosted by the Social Media Association of Michigan, featured six speakers, with topics ranging from storytelling on social media all the way to integrative marketing tactics. Check out our favorite takeaways from the event, here:


Elise_HubelElise: It’s hard for me to pick just one favorite moment from #SMDayDetroit. There were so many small tidbits of information that were so helpful to what I do each day. During each speaker’s session, I kept thinking wow, I could use that for a client!

If I had to pick one piece of information that I found the most helpful, it would probably be from Michelle Gilbert, the VP Public Relations and Social Media for the Heartland Region at Comcast. Gilbert was asked how she manages social media for her region while working with such a large, national brand. Her response: Geo-targeted Social Posts! That way, location specific content only shows up to users in the area where they’re relevant.


drew-forrestDrew: What I found most interesting was the topic of data collecting. Jason Falls, founder of Conservation Research Institute, is using programs to search for hot-button words in online conversations. This allows companies to “hack into” these conversations and find groups of people interested in their products.

Social Media Day Detroit reminded me that the world of digital marketing is always changing and staying on top of that change is the goal.


Overall, I’d say Social Media Day Detroit was a great success. I look forward to seeing what other exciting events the Social Media Association of Michigan will put on in the future.

Why You Should Be Careful When Siloing Your Marketing Services

Why You Should Be Careful When Siloing Your Marketing Services

Want email marketing? Go to an email marketing expert, of course. What about search ads? A successful search marketing agency is the obvious choice. Social media? An organization that specializes in all things social is clearly right decision.

Except, it isn’t always that simple. In fact, none of these are the way to go if you’re looking to marketing your business in more than one way. While it’s always a smart decision to choose the most qualified people to help market your business, siloing your services can be highly detrimental to your efforts if not managed properly. Here’s why:

What It Means to Silo Your Services

Siloing occurs when each of your marketing services are segmented into different departments or agencies. This means that for every different marketing service you’re using, you’re working with a different team who specializes in only that marketing method. Because each team or agency is an expert in their field, many businesses believe that choosing specialized services for each of their marketing efforts is the best way to achieve their overall goals. The problem is, this can leave many partners on different pages.

Why This Can Be Bad For Business

When you have different teams working on different services, it’s can become difficult to create a comprehensive strategy where all of your marketing efforts align. Instead, you end up with one team doing what’s best for their services, the next doing the same for their methods and so on. While each individual team’s tactics may work to serve their purpose, they ultimately will not work together for your business’ overall goals.

Ways to Combat The Silo Mentality

If your marketing services are already siloed, here are a few ways you could combat the segmented strategies to better meet your business goals:

  • Establish an overarching vision and make it clear to all your marketing teams/agencies

  • Establish a key communication channel that allow the partners to work together

  • Have one person (ideally internally) or one partner be in charge of orchestrating the overarching strategy, management and communication

  • Be clear about your overall goals, individually and holistically

  • Pay attention to reports to see if your goals are being met and don’t be afraid to ask questions, measurement can be the hardest part!

  • Communicate regularly between teams to establish a team mentality

While each of these tips may work to combat some of the challenges with siloed marketing, it sometimes will make more sense to bring your efforts under one or two roofs, depending on your business. The important thing is to really identify your needs, internally and externally, to ensure you have the best team in place to help your business grow.

Figuring Out Visitor Value: What’s Your Web Traffic Worth?

Figuring Out Visitor Value: What’s Your Web Traffic Worth?

“Why should I care about my visitor value?”

Let’s be honest, did this question run through your head when you read the title of this blog? If it did, don’t worry. You’re not alone. Many companies and brands do not understand the true importance of calculating their visitor value. Here’s a brief breakdown of why it’s important, and what to do once you’ve determined your website’s visitor value.

How to Calculate Your Visitor Value

Visitor value is exactly as it sounds: calculating the monetary value of each visitor to your webpage. Once calculated, this number can determine what marketing channels make sense for your campaign objective, help you optimize your advertisements and, eventually, increase your visitor value and overall sales. Calculating visitor value boils down to one simple formula:


Revenue / Total Web Visitors = Visitor Value


Now before you pull out your trusty calculator and begin crunching the numbers, make sure that the revenue generated and web visitors you’re looking at are all for the same amount of time, for example 6 months or 1 year.

What It Means

Interpreting your calculated visitor value breaks down into two simple categories:

  • High web traffic with low conversions
  • Low web traffic with high conversions

High Traffic With Low Conversions

What this means is that although your website has high impressions (the number of people physically seeing your page), not many users are purchasing your products or services. This could be due to your ads or other marketing efforts being served to unqualified audiences — people not actually interested in what you’re offering.

Low Traffic With High Conversions

I know what you’re thinking, “Why would I want lower traffic?” While it may seem frightening to lower your overall traffic, this can actually be a good thing. Serving advertisements to a smaller, more targeted audience, one that is interested in your product or service, means that if a user ends up on your site, he or she is more likely to make a purchase. This will increase your visitor value and your overall online sales.

The Next Steps

As mentioned before, calculating your visitor value can help you better market your products or services. Now this will require some additional steps, whether on an ad platform or a web traffic tracking program. Here are a few suggestions on how you can optimize your marketing based on your visitor value:

  • Eliminate poor performing keywords – Increase your visitor value, and overall revenue by eliminating any keywords you find that are underperforming. This can be done by adding negative keywords or deleting poor performing keywords from your digital advertising platforms.
  • Focus on successful sources – By analyzing the source of your web traffic, you can determine where users are accessing your website. These insights can include everything from location and time of day to specific sources, such as Facebook or Google Adwords. Once you’ve found a few successful sources, you can reinforce these by increasing budget or creating ads catered toward these platforms.


Whether your visitor value is low, high or somewhere in between, there is always room for improvement. By committing to some time, effort and many phases of trial and error, you can effectively increase your visitor value and overall sales generated on the web.

A Quick Breakdown on Snapchat Advertising

A Quick Breakdown on Snapchat Advertising

Perhaps one of the most popular social media platforms today, Snapchat, is growing rapidly among younger demographics. As the platform grows so does the advertising opportunities. Check out this quick breakdown on Snapchat advertising:

Who’s On Snapchat

More than 200 million people use Snapchat and more than 100 million users are accessing the app every day. It’s estimated that of these 100 million daily users, the average user time spent on the app is 30 minutes! Compared to the 15 minutes spent on Instagram and the 1 minute a day spent on Twitter.

Before you decide to market on Snapchat, it’s important to understand who is using it.


  • 37% of Snapchat users are ages 18 to 34 years old
  • 26% of Snapchat users are 25 to 34 years old
  • 70% of users are estimated to be female
  • Snapchat reaches 11% of the US digital population

Types of Snapchat Advertising

Snapchat offers a variety of advertising options, each with their own rules, restrictions and cost limitations. Here’s a brief breakdown of the main three types of Snapchat Marketing: geofilters, general advertisements and lenses.



The most popular (and most cost-effective) form of marketing on Snapchat is the geofilter. Geofilters are customizable frames that users can apply to their snaps. These are typically set around a specific event/location. Once you’ve drawn out your filter (according to Snapchat’s guidelines, of course), you simply choose where you’d like it to apply, the time frame you’d like it to be available and submit it to Snapchat for review. Or you can choose one of their available frames. It’s as easy as that!


Snapchat Advertisements

The next level of Snapchat marketing are general advertisements, which are imbedded within user stories. The minimum budget to utilize these advertisements is $10,000 per month, excluding any agency or production costs. These advertisements feature a long list of requirements and restrictions, including:

  • Videos must be three to 10 seconds long and vertically formatted
  • Content must be approved for audiences ages 13 and up
  • Advertisements must feature visible branding

Click here for a full list of Snapchat’s advertising guidelines.



By far the most expensive form of Snapchat advertising, brands can create fully interactive, nation-wide lenses for users to share with their friends. Lenses include animated actions that can be launched by raising your eyebrows, opening your mouth, blowing a kiss or some other recognizable motions. With minimal costs around $450,000 for one lense, this form of Snapchat marketing is best reserved for large, national organizations.  


As with any type of advertising, utilizing Snapchat is all about trial and error. Start off small with a few varieties of geofilters and slowly work your way up to the larger, more expensive ad types. Just remember, users will only interact with or remember your ads if they are engaging and creative.

Tips for Instagram Influencer Success

Tips for Instagram Influencer Success

Utilizing influencers on Instagram and other social media sites is the new PR. Instead of pitching the media to pick up your product or services, brands are pitching social media users. By seeing your products or services used by trusted Instagram influencers, consumers are more likely to trust a review compared to a traditional social media advertisement. Here are some tips to help you find success for your organization with Instagram influencers.

Micro Influencers vs. Macro Influencers

Depending on their number of followers, Instagram influencers can reach hundreds of thousands or even millions of potential consumers. To first start your search for influencers, it is important to find the right size for your brand’s needs and budget.
Social media channels have two types of influencers: Macro and Micro. Here are a few differences to help you determine which is right for your needs:

Micro Influencers

  • Lower reach
  • 10,000 – 500,000 followers
  • More trusted by consumers
  • May charge for product placements but at a lower cost than Macro Influencers

Macro Influencers

  • Higher reach
  • 500,000+ Followers
  • Less trusted by consumers
  • Typically charge for product placements

How to Find Influencers in Your Industry

There are many tools available to help brands find influencers in their industries. While some of these tools require a fee, they can dramatically cut down research time when searching for influencers. These tools allow brands to search by demographic, following size and even cost to help determine the best influencers for their specific needs. A few influencer tools include:

If you don’t want to pay for these tools, finding influencers can be as simple as searching Google and Instagram for your industry. This method works great for finding Macro influencers, however finding smaller, Micro influencers may require some serious time and effort.

Reaching Out to Influencers

After finding the perfect size influencer for your needs and budget, now’s the time to reach out. Reaching out to Instagram influencers is as simple as sending an email or a direct message. Because large influencers typically have a flood of direct messages each day, it is recommended to reach out by email if possible. Things to state in your message include:

  • Your organization
  • Your budget (if applicable)
  • Number of posts you’re requesting
  • Your product or service

Measuring Success

So you’ve gotten an influencer to post about your product, now what? Once a post has been published, it’s time to measure whether your Instagram influencer outreach has been successful. This can be measured in numerous ways, including:

  • Increased website traffic
  • Increase in new customers
  • Increase in post engagement/following
  • Increase in sales from your product(s)

These increases (or decreases) should be compared with the overall cost of influencer outreach, including price per post, time spent on research and more. If it’s determined that cost was low with high results, continue reaching out to influencers to help find further results.


If the opposite is true, don’t give up quite yet. You may need to simply research more, find smaller influencers or target a different demographic. Just like anything on social media, trial and error is the key to success.