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Administra y publica las imágenes sociales de tu equipo con la Biblioteca de Recursos de Sprout

A la hora de compartir contenido atractivo, los profesionales de redes sociales comprenden la importancia de las imágenes persuasivas. Sin embargo, ¿cómo administras de manera eficiente los recursos visuales para que todo tu equipo de marketing de redes sociales pueda organizar, buscar y compartir la creatividad de la marca?

Poder catalogar el inventario de imágenes de tu marca es una tarea abrumadora y difícil de escalar. De hecho, solo el 27% de los profesionales de marketing han establecido un proceso para agregar, organizar y administrar los recursos visuales que se utilizan en sus organizaciones.

Hoy nos complace presentar la Biblioteca de Recursos de Imágenes de Sprout, una actualización que simplifica la publicación y la gestión de recursos de manera colaborativa. La Biblioteca de Recursos de Imágenes ayuda a tu equipo planear, programar y publicar contenido en redes sociales que es atractivo y de alta calidad. Con los permisos personalizados, la organización lógica y la integración uniforme con el editor de imágenes y la ventana Redactar incorporados, permite que esta actualización empodere a tu equipo para que se mantenga ágil y trabaje de manera más inteligente, pero sin implicar un mayor esfuerzo.

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Establecer Permisos Personalizados

Antes de realizar la primera carga, un propietario de la cuenta o un usuario con permisos de “gestionar perfiles y permisos” debe configurar los ajustes de la Biblioteca de Recursos. Estos ajustes determinan de qué manera los usuarios pueden ver e interactuar con los recursos visuales. Según el nivel de acceso de un usuario, las imágenes se pueden cargar o descargar, editar con la herramienta de edición de imágenes integrada, etiquetar la organización usando el sistema de etiquetado universal o enviar a Redactar para su publicación.

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Cargar y Administrar los Recursos Visuales

Cuando los ajustes de la Biblioteca de Recursos se han establecido, estás listo para comenzar. Usa la Biblioteca de Recursos para:

  • Colaborar con sus equipos a nivel mundial: Mantén fácilmente un lugar donde todo el equipo puede guardar, editar y publicar imágenes.
  • Organizar tus imágenes: Usa las funciones de etiquetado y filtrado para buscar lo que necesitas.
  • Mantener la consistencia de la marca. Asegúrate de que todas tus publicaciones sean sobre la marca al ofrecer acceso al equipo a las imágenes más actualizadas.
  • Simplificar el proceso de publicación. Elige rápidamente las imágenes guardadas a medida que creas y programas contenido en la ventana Redactar.
  • Reutilizar las imágenes para varias campañas: Trabaja de manera más eficiente e aumenta tu participación al reutilizar contenido persuasivo de tu biblioteca de recursos.
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Dado que el 71% de los profesionales de marketing incorporan recursos visuales a su estrategia de publicidad en las redes sociales, es evidente que la biblioteca de contenido de tu marca está creciendo a un paso agigantado. Esperamos que esta actualización mejore la comunicación de tu equipo y lo mantenga organizado.

¡Queremos saber tu opinión! Déjanos un comentario a continuación o haznos una pregunta vía Twitter. Mientras tanto, está atento a las próximas actualizaciones del conjunto de publicación.

This post Administra y publica las imágenes sociales de tu equipo con la Biblioteca de Recursos de Sprout originally appeared on Sprout Social.

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About Daniel Rodgers

A lot of news that you will not see in the paper. A lot of technology that is coming out that will not see in the paper.

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5 Key Traits of the Best B2B Influencers

Traits B2B Influencers

Traits B2B Influencers

Marketers are still asking, what is B2B influencer marketing? Here’s a definition I’ve been using over the past 5 years or so:

B2B influencer marketing is activating internal and external subject matter experts with engaged networks to advocate and co-create content of mutual value that drives measurable business goals.

As the groundswell around influencer marketing rises and becomes a normal part of the B2B marketing mix, the volume of information and misinformation on the topic also increases.

One of the most popular questions people also ask about B2B influencer marketing focuses on what makes a good business influencer? By now we all know that popularity alone does not make someone influential. It’s certainly important, it's just not the only thing.

As B2B marketers mature in their understanding of the role influence plays and how the dynamic of brand content co-created with industry experts plays out with customers, they begin to realize that other factors matter. Topical relevance matters of course as well as resonance of the topic amongst an influencer’s community.

B2B Marketing Influencers

The intersection of individual expertise, how well that expertise resonates with followers and the size of network creates a baseline of characteristics when evaluating whether a certain influencer might be a match.

But there’s more than that. Understanding what makes a great influencer is both art and science, soft and hard skills. The success of identifying, qualifying and engaging influencers is also directly tied to how they will be engaged and to what end.

Some people reading this might think that influencer marketing isn’t the magic pill some are playing it up to be. There’s a reason for that, because it’s not magic. It’s more like alchemy.

The reality is, there’s no one formula for the perfect B2B influencer, but there are some common characteristics that B2B brands should look for in varying proportions according to what’s important to a program or activation. I call those characteristics:

The 5 Ps of B2B Influence

Proficiency - In B2B marketing, the vast majority of those considered influential possess deep expertise in the field they work in. This is a significant difference from many B2C influencers who are often self proclaimed as influential with clever media creation skills.

As B2C influencer content and engagement tactics evolve, some are crossing over into B2B with a trickle of opportunists successfully creating influence amongst B2B audiences not solely for their expertise, but for a combination of adept social media content creation skills and some expertise. B2B marketers who do their due diligence will be able to filter accordingly.

Popularity - While network size is not the only thing, nor is it the most important thing, it is definitely a metric to consider. Some marketers swing in the direction of ignoring audience size altogether because of lower engagement rates with popular influencers. This is simply foolish. All things being the same, I’ll take 2% engagement of an influencer with a million followers over 2% from someone that has 1,000 followers.

What matters is how network size factors in with the type of influencer you need. For example, popular influencers aka “brandividuals” are often best for top of funnel content. Niche domain expert influencers are better for middle and end of funnel content. Engaging a brandividual and expecting conversions is just naive.

Personality - If you’ve worked in B2C influencer marketing and been exposed to all the characters there, B2B is going to seem a bit dry. Now there are some colorful characters in the B2B influencer community, no doubt. But personality is often a trait that needs to be uncovered when you’re working with some types of business influencers.

The good news is that savvy influencer marketing practitioners know how to plant the seeds that can grow and blossom within an otherwise introverted influencer. You don’t need them to be a colorful character, ripe with personality per se, but you do want them to connect with the passion they have with their craft and how their expertise can help others be successful.

Publishing - Content is the media that conveys the ideas of influence and while B2B influencers are not expected to produce the same types and quantity of content as in B2C, it is ideal when there’s a platform where the influencer publishes. At a minimum, that would be social networks but to be a B2B influencer, it’s most likely that also includes articles contributed to publications if not research, books and presentations.

Promotion - The value a B2B influencer brings beyond adding expertise and credibility to brand content is the ability to share what they helped create with their network. Trust of brand content is at a low, especially with advertising. Customers yearn for authentic content and the right kind of influencer collaboration can give them that, delivered via the influencer’s own distribution channels. That means social networks for course but also potentially blogs, email newsletters, podcast, LinkedIn Live, contributed articles or columns in industry publications.

I know some people reading this are thinking there could be even more P’s like being Prolific, Persuasive or Passion. Yes, there could be so many more but we have to draw the line somewhere! It's important to be able to manage the data and insights necessary to factor these characteristics into selection, qualification and engagement.

Some of these traits will not fully reveal themselves until you work with an influencer on a few content activations. Others will fluctuate over time and that is normal. It's important to understand that influence is a temporal thing. It is not fixed or permanent. It’s important marketers realize that before they disengage an influencer in the short term due to lower performance. The same goes for high expectations after great performance.

Organic influencer engagement is a little dynamic and what you don’t spend on paid influencers like an ad buy you will (in part) need to invest in relationship management, education and even tips that will help the influencers be more effective.

B2B brands with high influencer churn or low performance often apply “ad buy” perspectives to a what is actually a relationship driven effort. Mismatched expectations are not helpful for anyone, so think about the 5Ps as you evaluate and nurture your influencer community. Consider where of each your ideal influencers need to score on the 5 Ps in order to be a good match for the kind of activation you have in mind.

When there’s 5P alignment, there's happiness: for customers, influencers and your B2B brand.

The post 5 Key Traits of the Best B2B Influencers appeared first on Online Marketing Blog - TopRank®.

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