Nejc "Nick" Skoberne, man of many interests in the digital world and the current Online Marketing Specialist at Be Memorable.
Be Memorable is a team of creative, technologists and enterprise enthusiasts that share a passion for building & maintaining incredible e-commerce businesses
How and why did you get started in social media?
I was always interested in what makes people share funny cat videos but not useful infographics about health. So I started an experiment on my own Facebook and Twitter feeds to find out what is the content type that people would be most inclined to share.
The experiment happened about 5 or 6 years ago now, but the content type that people like to share still largely remains the same.
After that I decided that I want to work in Social Media and Digital Marketing for the next few years and so far I had the privilege of working with small and big international brands, either directly for them or advising them through a digital agency.
What do you believe the benefits of using social media for business?
I’m not a strong believer of mass cold calling and cold emailing, therefor I think social media should be a vital part of the inbound marketing strategy of every B2B company.
A B2C company can leverage social media even more, not only in terms of creating unique and sharable content but also in creating unique experiences while interacting with the consumers. Imagine being a child in today’s word and trying to interact with your favorite toy company, it’s very easy and fast. Now imagine doing the same thing in the 80s or 90s; Snail mail was your best friend.
What do you think are common mistakes business owners make when building brand awareness on social media?
Not utilizing on the two-way communication and thinking that the profile will run itself.
Utilizing the two-way communication with the consumer can generate truly memorable experiences that will last a long time.
I find numerous e-commerce business on Facebook every week that think posting their weekly deals on the page’s timeline will automatically attract customers. But the only thing, as a consumer I can think of, when I see that, is: “How is that engaging me?” And it actually makes my head think if I should unlike the page altogether.
What qualities do you think social media managers should have?
They should be adventurous and fearless! We are all looking for the next big “shearable” thing (remember What color is the dress?) and thinking “old school” will not bring you results on social media. Don’t be afraid to be bold and feisty (remember Samsung and “bendgate”?), but be respectful and play by the rules, otherwise things can turn around quite quickly.
How do Business owners know if their social media campaign is working?
Before you start any social media campaign you should set very clear KPIs that you wish to achieve and hopefully surpass, so you can clearly measure if I campaign was successful or not.
Do not focus on the amount of likes and followers alone! Rather plan your KPIs around engagement, reach and ROI. Keep a clear and independent eye on analytics throughout the campaign and don’t panic if the first few post do not have the expected reach. Remember the Pareto’s “life” 20/80 rule you will have 80% of the engagement from only 20% of the posts.
How do you see social media evolving over the next 5 years …what do you hope to see?
Outside of the fact that some of the platforms will disappear and new ones will appear, I definitely think social media marketers will start to purely focus on mobile platforms as the desktop traffic is slowly beginning to decline. I also think that social media will become even more personalized up to the point where brands will be able to offer you personalised and unique brand experiences on their social platforms. Sadly I also think that eventually the big platforms will become ad-free in exchange for a monthly subscription fee.
If you could share one best practice about using social media to grow a business, what would it be?
Content and timing is king!
We once utilised Snapchat to completely sell out a “garage sale” of one of our clients. It was amazing of how we filled a room with people within 2 hours of sending the snap, sadly as fast as the visitors came, they also disappeared.
What are your favourite platforms for social media marketing?
Instagram and Snapchat. Snapchat is an amazing platform for brands that target the teen audience. Because of how fast the snap disappears and how it creates scarcity and the “need” to know more fascinates me. It’s the perfect platform for creating “Cliffhangers”!
What tools do you use to manage these platforms?