Powerful tool can kick-start a content marketing campaign
Target audience: Businesses, brands, digital marketers, advertising agencies, SEO specialists, entrepreneurs, nonprofits, educators, journalists, Web publishers.
I‘m surprised by how many marketers and social media managers I come across who still don’t know about the power of GaggleAMP. But maybe that’s the thing that makes secret weapons so potent: They’re secret.
We began using GaggleAMP at Cruiseable a couple of months ago, to good effect. On three or four nights a week, depending on the new content we’re producing, we schedule a short post — most often a tweet — about a new article, review, Visual List, infographic or video that we’d like to be AMPlified by the 15 or so people in our humble “Gaggle,” made up of Cruiseable team members and Cruise Ambassadors.
Here’s the idea behind GaggleAMP:
We all know what’s scarce in modern society: attention. With the average person being bombarded by thousands of messages every single day, it’s hard to break through the clutter and grab the attention of readers, users, customers, clients, supporters.
GaggleAMP addresses the attention deficit problem by leveraging the power of peers. Most of us have a social media account of some kind nowadays. If you’re a company, a startup, a nonprofit or political organization, study after study shows that people trust their friends, colleagues and even strangers over experts; they trust employees over a brand’s official spokesperson or even the CEO.
GaggleAMP leverages employee advocacy — actually, any group of supporters or evangelists — by tapping into the online reach of their personal social accounts on Twitter, LinkedIn, Facebook etc., which likely have a substantially greater combined reach than the official social media channels of your business or organization.
How does that work? Some Gaggle members allow the brand’s message to go out under their own social accounts automatically. But most prefer to decide, one by one, which messages to pass along after reading the message and the call to action that appears in their email in-box.
If your brand’s message resonates with your Gaggle members, the result is more Web traffic, more leads and greater social influence for your organization. And there’s a bonus, too: You get some pretty nifty metrics about the reach of your messages, and data about which messages resonated with the community.
Here’s what a typical set of message-sharing requests on GagggleAMP looks like.
Chris Abraham: 663 Gaggle members & growing
Two of my good friends and colleagues, social media marketing wiz Chris Abraham and digital communication legend Shel Holtz, turned me on to GaggleAMP some time ago. So I asked them how they use the service.
Said Chris: “GaggleAMP is my secret weapon when it comes to my influence online. In short, I manage a public Gaggle. Anyone can join and opt in. As a reward for joining, I provide a constant stream of curated social media content that each member of my Gaggle can Auto-Share for Twitter.
“I can share content to Twitter, LinkedIn, Facebook, and Google+. Anything posted to be shared with LinkedIn, Facebook, and Google+ will be held in a moderation queue until my members approve each post. In the case of my Gaggle, around 60 accounts are set up with Auto-Share which means that I can bank on around 60 guaranteed shares and retweets on Twitter.
“I currently have 663 members in my Chris Abraham Gaggle. That means that of those members, a number of them automagically pass through each and every Twitter and LinkedIn posts to their social media streams while the remaining members are given the option to posts my content based on how well each suggested Twitter, Linkedin, Facebook, and Google+ content fits them.
“There’s a tremendous power associated with sharing something via GaggleAMP. The service is smart, it doesn’t send out everything all at once, it distributes the content organically over time. That said, it’s a powerful tool that can really kick-start a content marketing campaign.”
Chris wrote about his effective use of GaggleAMP in this post last summer on Socialmedia.biz.
Here’s what the GaggleAMP dashboard looks like, including analytics that show a total message reach of 816,000.
Shel Holtz: Driving traffic to the FIR podcast
Shel Holtz, co-creator of the legendary FIR (For Immediate Release) podcast for marketers and PR pros, also said GaggleAMP was an important component in his digital communications arsenal:
“I use GaggleAMP for my podcast. For each episode, I craft eight different messages, posting two daily Monday through Thursday at different times. We have about 250 people in the Gaggle, most of whom do share the content, which drives more traffic to the podcast than we’d otherwise get. GaggleAMP’s reporting features are first-rate, and the metrics are very useful. The staff is incredibly responsive. I seem to get the best traction when I write a message in the form of a question.”
I belong to both Chris’s and Shel’s Gaggles — and if you register on GaggleAMP you’re free to join too. Think: free and easy high-quality content.
Now, from a publisher’s point of view, you still have to produce consistently great content. If you do, it’s nice to have a tool to enable your team’s work (or your own work) to be seen by many more people without you having to beg people by email to share your content.
We give a big thumbs up to GaggleAMP.JD Lasica, founder of Socialmedia.biz, is now co-founder of the cruise discovery engine Cruiseable. See his About page, contact JD or follow him on Twitter or Google Plus.