4 Social Media Mistakes You Can Learn From
Social media marketing is an ever-evolving strategy that companies, both big and small, are always working to adapt. And in adaptation, there are going to be mistakes. But luckily, social media mistakes offer great learning opportunities to improve your strategies.
What better way to learn than to study the mistakes of others? Here, we will explain four social media mistakes that we have made in the past (so you don’t have to!).
Not Looking at the Analytics
When we first implemented our social media marketing tactics, we were posting without looking at the analytics and performances of each post. This is a lot like shooting a bow and arrow with your eyes closed – your probability of hitting your target is a lot lower!
Instead, make sure to look at what works and what doesn’t with your social media. This will make your efforts much more efficient and save you time and resources. The majority of analytics can be found on the social media platforms themselves. For more information on social media marketing, check out our whitepaper, The Financial Advisor’s Guide to Social Media.
Failing to Create (And Stick With) A Strategy
Often times, social media lacks a lot of the formality that other types of marketing have. It’s easy, you just post a status and garner likes! But this isn’t exactly the case. Social media marketing benefits from a defined strategy that is thought out in advance and adhered to.
We suggest creating a marketing calendar at the beginning of every month that includes your emails, social media posts, blogs, and more. You can download your own marketing calendar here. When creating your calendar, try to group posts that are similar together to create a mini campaign. For example, we focused on Google AMP a few weeks ago and did some blog posts and Marketing Tips about the subject.
Forgetting to Add a Human Touch
Social media is just that – social! It is unlike other marketing strategies in that way. Other B2C or B2B marketing is often one-sided, with a business promoting their products and why they’re great, and the consumer (hopefully!) buying. But with social media, there is a lot of back and forth of what your audience wants and what they think of your products and services.
This human touch is great for marketers because you can easily get feedback and gauge what your clients are looking for. Make sure to always comment back on the engagements you get, follow up on messages, and show that you are active on social media.
Unlike other marketing ideas, social media is not meant to be merely self-promotional. Every brand is different, but some marketers recommend the “911 Rule,” which includes nine posts of strategic content from others, including thought leadership pieces, content curation, or testimonials, one piece of valuable brand content, and one promotional post. With this ratio, the majority of your content works to build your brand and community and only a small percentage actually promotes your company and products. Your fans turn to social media for valuable content, not advertisements.
China's Push Toward Excellence Delivers a Global Robotics Investment Opportunity
Written by: Jeremie Capron
China is on a mission to change its reputation from a manufacturer of cheap, mass-produced goods to a world leader in high quality manufacturing. If that surprises you, you’re not the only one.
For decades, China has been synonymous with the word cheap. But times are changing, and much of that change is reliant on the adoption of robotics, automation, and artificial intelligence, or RAAI (pronounced “ray”). For investors, this shift is driving a major opportunity to capture growth and returns rooted in China’s rapidly increasing demand for RAAI technologies.
You may have heard of ‘Made in China 2025,’ the strategy announced in 2015 by the central government aimed at remaking its industrial sector into a global leader in high-technology products and advanced manufacturing techniques. Unlike some public relations announcements, this one is much more than just a marketing tagline. Heavily subsidized by the Chinese government, the program is focused on generating major investments in automated manufacturing processes, also referred to as Industry 4.0 technologies, in an effort to drive a massive transformation across every sector of manufacturing. The program aims to overhaul the infrastructure of China’s manufacturing industry by not only driving down costs, but also—and perhaps most importantly—by improving the quality of everything it manufactures, from textiles to automobiles to electronic components.
Already, China has become what is arguably the most exciting robotics market in the world. The numbers speak for themselves. In 2016 alone, more than 87,000 robots were sold in the country, representing a year-over-year increase of 27%, according to the International Federation of Robotics. Last month’s World Robot Conference 2017 in Beijing brought together nearly 300 artificial intelligence (AI) specialists and representatives of over 150 robotics enterprises, making it one of the world’s largest robotics-focused conference in the world to date. That’s quite a transition for a country that wasn’t even on the map in the area of robotics only a decade ago.
As impressive as that may be, what’s even more exciting for anyone with an eye on the robotics industry is the fact that this growth represents only a tiny fraction of the potential for robotics penetration across China’s manufacturing facilities—and for investors in the companies that are delivering or are poised to deliver on the promise of RAAI-driven manufacturing advancements.
Despite its commitment to leverage the power of robotics, automation and AI to meet its aggressive ‘Made in China 2025’ goals, at the moment China has only 1 robot in place for every 250 manufacturing workers. Compare that to countries like Germany and Japan, where manufacturers utilize an average of one robot for every 30 human workers. Even if China were simply trying to catch up to other countries’ use of robotics, those numbers would signal immense near-term growth. But China is on a mission to do much more than achieve the status quo. The result? According to a recent report by the International Federation of Robotics (IFR), in 2019 as much as 40% of the worldwide market volume of industrial robots could be sold in China alone.
To understand how the country can support such grand growth, just take a look at where and why robotics is being applied today. While the automotive sector has historically been the largest buyer of robots, China’s strategy reaches far and wide to include a wide variety of future-oriented manufacturing processes and industries.
Electronics is a key example. In fact, the electrical and electronics industry surpassed the automotive industry as the top buyer of robotics in 2016, with sales up 75% to almost 30,000 units. Assemblers such as Foxconn rely on thousands of workers to assemble today’s new iPhones. Until recently, the assembly of these highly delicate components required a level of human dexterity that robots simply could not match, as well as human vision to help ensure accuracy and quality. But recent advancements in robotics are changing all that. Industrial robots already have the ability to handle many of the miniature components in today’s smart phones. Very soon, these robots are expected to have the skills to bolster the human workforce, significantly increasing manufacturing capacity. Newer, more dexterous industrial robots are expected to significantly reduce human error during the assembly process of even the most fragile components, including the recently announced OLED (organic light-emitting diode) screens that Samsung and Apple introduced on their latest mobile devices including the iPhone X. Advancements in computer vision are transforming how critical quality checks are performed on these and many other electronic devices. All of these innovations are coming together at just the right time for a country that is striving to create the world’s most advanced manufacturing climate.
Clearly, China’s trajectory in the area of RAAI is in hyper drive. For investors who are seeking a tool to leverage this opportunity in an intelligent and perhaps unexpected way, the ROBO Global Robotics & Automation Index may help. The ROBO Index already offers a vast exposure to China’s potential growth due to the depth and breadth of the robotics and automation supply chain. As China continues to improve its manufacturing processes to meet its 2025 initiative, every supplier across China’s far-reaching supply chains will benefit. Wherever they are located, suppliers of RAAI-related components—reduction gears, sensors, linear motion systems, controllers, and so much more—are bracing for spikes in demand as China pushes to turn its dream into a reality.
Today, around 13% of the revenues generated by the ROBO Global Index members are driven by China’s investments in robotics and automation. Tomorrow? It’s hard to say. But one thing is for certain: China’s commitment to improving the quality and cost-efficiency of its manufacturing facilities is showing no signs of slowing down—and its reliance on robotics, automation, and artificial intelligence is vital to its success.
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