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Manage & Publish Your Team’s Social Images With Sprout’s Asset Library

When it comes to sharing engaging content, social media marketers understand the importance of compelling visuals. But how do you efficiently manage your visual assets to ensure your entire social marketing team is able to organize, find and share your brand’s creative?

Cataloging your brand’s inventory of visuals is overwhelming and difficult to scale. In fact, only 27% of marketers have a process in place for aggregating, organizing and managing the visual assets that are being used across their organization.

Today we’re excited to announce Sprout’s Image Asset Library (available in Team and Enterprise plans), an update that simplifies collaborative publishing and asset management. The Image Asset Library helps your team plan, schedule and publish high quality, engaging social media content. With custom permissions, logical organization and seamless integration with our built-in image editor and Compose window, this update empowers your team to stay agile and work smarter, not harder.

asset-library-upload

Set Custom Permissions

Prior to your first upload, an account owner or user with “manage profiles and permissions” must configure your Assets Library settings. These settings define how users can view and interact with your visual assets. Depending on a user’s access level, images can be uploaded and downloaded, edited with our integrated image editing tool, tagged for organization using our universal tagging system or sent to Compose for publishing.

asset-library-user-settings

Upload & Manage Visual Assets

Once your Asset Library settings are defined, you’re ready to get started. Use the Asset Library to:

  • Collaborate across teams globally: Easily maintain one place for your entire team to store, edit and publish images.
  • Organize your images: Use our tagging and filtering functions to always find what you need.
  • Maintain brand consistency: Ensure that all of your posts are on brand by providing team-wide access to the most up-to-date images.
  • Streamline your publishing process: Quickly choose stored images as you create and schedule content within our Compose window.
  • Repurpose images for multiple campaigns: Work more efficiently and boost your engagement by repurposing compelling content from your asset library.
asset-library-compose

The Benefits of a Centralized Image Library

Sun Tan City, a national franchise with over 270 salons across the United States, has a robust social media presence that includes over 600 profiles across four social networks. Katie O’Connor, Associate Director of Digital Engagement at Sun Tan City, recognized the benefits of the Assets Library right away. “It’s been a tremendous asset to the speed and accuracy of our brand’s post images,” O’Connor said.

I can quickly find the appropriate image we need without digging through folders on our computer or past emails.

Katie O’Connor
Associate Director, Digital Engagement
@VicAtSunTanCity

The tool has empowered the brand’s team of 15 social media marketers to more effectively collaborate and communicate across functions and franchises. “We’re always sharing important details with our customers–changes in hours, special announcements, promotions,” O’Connor said. “Now the Customer Service team and I can quickly find the appropriate image we need.  All of this without digging through folders on our computer or past emails.”

The tag, filter and search tools within the Assets Library make it easy for the team to identify the correct creative for each post. It also provides the franchise’s social media marketers with the guidance they need to better understand which social campaign or brand initiative an image is associated with. This has streamlined Sun Tan City’s workflow and has helped ensure all of the brand’s social profiles remain consistent.

“I am thrilled with the tag manager. I have already uploaded dozens of images and this helps me find the specific one I need and get that post sent,” O’Connor said.

With 71% of online marketers incorporating visual assets into their social media publishing strategy it’s clear that your brand’s library of content is growing at a rapid pace. We hope this update makes it easier to streamline your team’s communication and stay organized.

Let us know what you think! Comment below or reach out to us on Twitter with any questions. In the meantime, stay tuned for more updates to our publishing suite coming soon.

This post Manage & Publish Your Team’s Social Images With Sprout’s Asset Library 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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