Social Media Metrics

Measuring Social Media has become quite the task since Social Media Marketing has begun to pick up speed and popularity. It generally isn't an easy task to measure, as numbers of friends, likes, followers, etc. can be misleading. So how can we prove that Social Media Marketing is doing it's job?

Page Size Matters- On Facebook
This article is mainly about what it takes to have a successful Facebook marketing strategy and how different approaches are what make the measurements. Its not about likes, and its not about friends... Its about clicks that are derived through comments, sharing, feeds and direct interactions. It showed that the average clicks per like were 3.103; clicks per comment were 14.678; and clicks per impression 0.005. What does it mean? Direct interaction through comments was where the most successful marketing was happening. It also suggests smaller pages with specific target audiences. So a larger company should have different Facebook accounts and groups for the different audiences it is trying to reach. (This definitely ties in with my previous blog post about The Walt Disney World Company). However larger pages can work if they have hybridized feeds through other forms of social media.

Social marketing gets much lip service, little deployment

This article focuses on how most marketers are novices and have not truly capitalized on the social marketing and all it has to offer. Through a number of surveys conducted by B2B the pitfalls of social media marketing and understanding of the marketing outlet were highlighted. One thing is only 1/3 of companies are aware that people are using social media to comment on or complain about their services or product. Only 8% of companies are regularly responding to such comments and complaints through social media, which means many companies are just letting it hang out in cyberspace unaddressed for everyone to see. Only 8% of companies are actually utilizing social media marketing to its real potential despite the 65% that claim social media marketing is important to their company. Some could even say Social Media Marketing is treated more like a hobby than a necessity. Poor usage has even been attributed to:  lack of resources (70%), poorly defined metrics (57%), lack of knowledge (44%) and management resistance (22%). So what does it all boil down to? Lack of understanding and proper usage of this marketing medium.

Measuring Social Media ROI: 3 Things to Consider
 This article breaks down Social Media Marketing Metrics in a different perspective. Firstly it states Social Media Marketing is the vehicle not the destination. What that means is that this type of marketing should be used to help market a business, not become the business. So it needs to be controlled and not become a be all and end all. It is essential to ask how a social media marketing plan is engaging customer and what activities have high rates of interaction with the customers. It is also that the company use the metrics to adjust their marketing efforts based on previous performance and current performance. Social media is constantly changing and constantly needs modification and care. This article also states that diversification is key. Having only one or a specific type of outlet can cut out potential and current customers who use other outlets. So measurements and goals need to be set and adjusted in an ongoing fashion to stay relevant.

My Take...
So what all of this says to me is that measuring social media marketing is tricky business and is more involved than people might assume. It involves constant evolution and change to remain relevant and to develop new strategies to reach customers in ways that is comfortable to them. Social media marketing should be treated as any other marketing campaign and be measured in comparison to other mediums in order to see what is most effective, and tailor a companies mediums to reach their customers where they are and how they wish to be reached.

Disney: Social Media Marketing

The Walt Disney World Company has many avenues of social media. Multiple accounts on Facebook, Twitter, LinkedIn, Youtube, Blogs and their own exclusive social media outlets such as D23 and Disney Insider.

Disney Facebook

Disney has quite the presence on Facebook. Different departments and entities of Disney have their own Facebook pages in order to reach their followers/customers. Just to list a few: Disney, Walt Disney World, Disney Pixar, Disney Store, Disney Baby, Disney Channel, Disney Mobile and Radio Disney. In fact this is the tactic that most of their social media usage seems to follow. By diversifying their Facebook presence, Disney is able to reach multiple customers and followers on different levels. The level of interaction is also diversified based on which Facebook the follower is following. So the user gets to choose what type of updates they want to see. Disney has between 100,000 and 29,000,000 likes depending on what specific Disney Facebook they are following.

Disney Twitter

Disney also has the same approach with Twitter. With multiple feeds and reaching followers with specific tweets dependent on the needs and wishes of the follower. The different feeds on Twitter include: Disney, Walt Disney World, Disney D23, Radio Disney, DisneyParks, Disney Pixar, Disney Store and Touring Plans. Each of Disney's Twitter accounts has between 2000 and 2,000,000 followers depending on the channel. Twitter even has a twitter feed for Disney D23, which is an exclusive club within Disney that offers discounts and special events for members. We will look more into D23 later on.

Disney LinkedIn

Disney's presence on LinkedIn is again, diversified by the group it is geared towards. This includes: The Walt Disney Company, Walt Disney World, ESPN, ABC News, Disney Pixar, Disney Store and Disney Imagineering. With Employees LinkedIn ranging from hundreds to thousands, and with followers holding similar numbers, people are still showing not only wish to work for Disney, but even what department or subsidiary.

Disney Youtube

Disney also has a similar presence on Youtube with the same diversity in reaching it's audience. Disney has Youtube Channels for : Disney, Disney Parks, Radio Disney, Disney Store and Disney Pixar just to name a few. The number of views range between 2000 Channel Views and 3,000,000 Channel Views.

Disney Insider: Blogs

Disney also has it's own system of information on it's website including blogs that also focus on specific audiences. The Blogs Disney offers are: Disney Parks, Disney Insider, What's Hap-pin-ing, Vinylmation, Walt Disney Family Museum and Movie News. Most of the blogs are linked to other Disney social media outlets.

D23

D23 is Disney's exclusive club where users have to pay for membership. However, in this case you get what you pay for. From magazines, special membership gifts, exclusive merchandise, special events, exclusive web-access and exclusive e-newsletters there is a lot to gain from being part of D23. It costs $34.99 for a silver membership, and $74.99 for a gold membership. It is well worth the money if you are a true Disney fan.

Twitter

Twitter is a Social Media giant at the current time, and its real time premise is definitely the main draw for many Twitter users.

(A Link to My Twitter)

My Top 3 Organizations on Twitter (That I am currently following)

1. The Disney Store -- Connecting with customers on multiple levels is the Disney way of customer care. The Disney Store's Twitter definitely gets the win on this one. From advertising, special Twitter deals, customer interaction and even standard customer service all on the Disney Store's Twitter. Customer questions are answered or redirected to the appropriate party, and even the Disney Store President is copied on customer service related tweets. Disney is known for customer service and customer interaction. It is no wonder that even their Twitter is geared to the customer. (30796 Followers as of 11/7/2011).

2. Gaia Online -- Gaia Online's Twitter is geared towards updating the follower on new items available in the shops on Gaia Online, advertising special events, and seeking customer feedback. Gaia is consistent with their Twitter updates and seeking follower feedback. One thing Gaia's Twitter does that is very alluring to Gaia Online members is the interactivity and connectivity with the staff and developers of Gaia Online. One other big bonus from Gaia Online is that they try to follow their followers, and do so for a greater percentage of their followers than The Disney Store and CSU.  (14,807 Followers as of 11/7/2011)

3. Cleveland State University -- The biggest issue with CSU's usage of twitter is there are so many 'alternate' CSU Twitter accounts. Strangely enough if you look for Cleveland State University on Twitter, their actual twitter account is not the one that pops up. In fact the twitter user has to search CSU's official Twitter out, which is most easily done from the college's website.  Once CSU's Twitter page can be located there is a significant amount of current and relevant tweets for the follower. However, there are only 542 followers (As of 11/7/2011) of the official CSU Twitter account. The Unofficial CSU Twitter account has 1036 Followers (As of 11/7/2011). Hmmm. So much for engaging students. If they aren't following, then how can the Twitter even be a relevant outlet?

5 Effective Use of Twitter Should include the following guidelines:

1. Post Regularly.
2. Relevant Material
3. Interact with your Customers/Followers
4. Follow your Followers
5. Keep Tweets Professional and to the Point

Twitter is better suited for some organizations over others. Organizations that are trying to reach a vast number of customers and have consistent and time oriented information releases would benefit from using Twitter. Groups that do not have consistent and time oriented updates would not be able to use Twitter to it's fullest and would benefit greater from other Social Networking websites that aren't nearly as real time/instant oriented.

Other Social Networking Platforms

Vampirefreaks.com -- Vampirefreaks is a social networking site for those who are into the Goth/Emo/Vampire lifestyles and music. There are profiles, groups, photo albums, journals and rating systems. There is even a way for paid users to temporarily ban people from the site who break the rules. Paid users get some extra perks, but the majority of perks go to any members, it is just levels of frequency and amount are more regulated for free accounts. Free customers are also subject to viewing ads, but where this website excels in marketing is for music and Goth/Emo/Vampire related wares with groups/cults and advertisements.

Gaiaonline.com -- Gaia Online is a social networking site for those who are fans of anime and/or role playing. On this site users can have forums, guilds/groups, a journal, a profile, a friendslist, and a customizable avatar. Users earn gold for posting and interacting with others and can also  exclusive virtual items with real cash. Gaia offers advertising for companies on the sidebar of the website. They also allow users to build groups or guilds in regards to specific products or services. Some companies even get to have exclusive Gaia events for Gaia users to participate in. It is definitely a marketing opportunity.

Photobucket.com -- Photobucket is a photo and video sharing Social Network geared towards photo and video sharing, editing and storage. It offers tools for editing, an unlimited amount of uploads and various quick ways to add your images and videos to websites, blogs, emails and chat forums. Photobucket can be used as a marketing outlet in two ways: advertisements on the sidebar, and companies/organizations being able to make albums dedicated to their services and wares and then sharing them with others.

Youtube Marketing

This week I am going to comment on three youtube marketing attempts that I found amusing, intriguing and successful. No, they aren't all commercials and marketing attempts on the beaten path. I am going for more of a set of commercials that meet one thing in marketing above all else I enjoy: reaching out to your audience.

Potter Puppet Pals
This marketing attempt is for a youtube channel for a series of web shorts called "Potter Pupper Pals". The web channel is focused on a puppet show that is a spoof on the very popular book and movie series Harry Potter. What is charming about this video is that it seems rather random, which is just exactly what the web shorts are all about. The comical assumed exchange between the viewer and the puppet where he assumes the viewer is asking him on a date is very effective at getting the viewer's attention. Also the change from the serious and subtle tone at the beginning to the upbeat music at the end keeps the attention of the viewer. Yes the commercial has a very specific audience, but it reaches it's audience well. Another of their commercials is equally amusing, and the controlled repetitive mention of their youtube channel is successful usage of repetition without becoming overly repetitive.

David Blaine Street Magic Episode 3
This was a marketing attempt for an upcoming youtube video installment to a series of spoofs on David Blaine Street Magic. In this commercial it shows clips from previous videos and then a teaser for the next episode. What makes it successful? The first thing that grabs the viewers attention are the screens of nothing but text engaging with the viewer. The clips themselves are also useful for already established viewers while interesting new viewers. The choice of theme music also reaches out to their target audience.

Now I will go mainstream...

Darth Vader Volkswagen Commercial
Maybe it is the Star Wars Geek in me... but I think this commercial reaches out to everyone who is in the age range to buy a vehicle. It engages the viewer without words, and without questions, just the nostalgia of childhood dreams. In this video the kid is trying to use the "Dark Side of the Force" while playing in his Darth Vader costume. Each attempt the kid is let down as he is apparently unable to force grip even a defenseless baby doll... that is until the parent gives the kid a little bit of an esteem boost when he remote starts the car as the kid attempts to use the force on it. Very cute and reaches out to nostalgic childhood and parent moments alike.

Facebook Vs. Google+

Facebook: My Top 3 Successful Marketing Groups/Organizations

Disney:
Disney has a way with marketing, and their social media marketing group is living up to my expectations being an avid fan of the company itself. It is very interactive with fans with posts about nostalgia, current deals, vacation tips and tricks and constantly seeking feedback. The random Disney facts of the day are also intriguing. Who knew Daisy Duck was originally... Donna.

The Glee Project:
From episode updates to information on the latest casting call, the Glee Project has it going on. I will say though, that their Twitter activity does have their Facebook activity beat. However, despite the Twitter version being more interactive between talent and fans, the facebook page keeps the fans and potential cast for next season informed and intrigued.

Gaia Online:
Gaia Online... Not for the faint of heart... Alright the truth is Gaia isn't exactly hardcore or neccessarily the coolest thing out there, but their marketing is effective. Out of all of the organizations I have 'Liked' on Facebook, they consistently have exclusive content for their Facebook fans. Also forcing your friends on Facebook to see your cute little avatar every time you change it is definitely amusing talk at parties and holidays. (In fact my boyfriend was told he was unfriended by a relative for all of his constant Gaia updates). But what it is and what it does only makes users more like to log back in and be active. One cool feature to Gaia that is reflected on Facebook is evolving items for your avatar. When they evolve and have new forms/options available Gaia notifies users through Facebook. So I think that is definitely a feather in their cap.


Facebook Vs. Google+: Who is the Current Social Media Giant?
I hate to say it, but right now Facebook is the Social Media Marketing giant between the two. I know Google+ is shiney and new, but it just is lacking the number of members and Google+ is still just too young to really have it's niche fully filled in. Come on, Facebook even has an exclusive button on a type of cell phone. Both have apps for mobile devices to stay current with customers at all times, but Google+ is still working through it's toddler stage. I was involved in Google+'s Beta Testing Stage and any sort of advertising has to be done through members at this time. Also Google+ does have a few issues that deter people from joining such as the inability to remove oneself from another person's circle. So if someone adds you, you are stuck to them forever if you like it or not, even if you block them. I am sure this will eventually change, but for now, I see it as a definite hindrance to Google+ becoming the giant it could be.

Blogs???

Social Media Classmate Blogs
2 Personal Faves...

First I would like to give a shout out to Amanda M's blog post on Do's and Don'ts of Social Media Marketing. I chose her post on Do's and Don'ts of Social Media Marketing because she has a very user friendly/readable post that doesn't add unnecessary fluff with overly difficult vocabulary or dry material. I also liked how she transitioned each Social Media Marketing Do to one another. (It doesn't hurt that we have the same first name either). One of her most important Do's was keeping people involved so customers feel more secure and important to the company they are buying from. Giving a customer a chance to voice their opinion is important so the company can evolve with the customer needs, wants and trends.

 Also I would like to mention Nicholas's blog post on Marshall McLuhan. His blog was also easier on the eyes and readable. I like his use of quotes and images in order to get the point across while still keeping the reader's attention. Nicholas's post on Marshall McLuhan illustrates the tetrad with quotes and detailed explanations.
Blogs about Social Media Marketing
Scott Monty said it best in regards to humor used in Social Media Marketing. When working on a Social Media Marketing Campaign an organization or company really needs to be careful about the message they are sending with their humor. This blog gives good examples and explains why humor is an important part yet also a very hard thing to accomplish successfully in social media marketing today. All too often can a social media marketing attempt can turn into a long line of problems with negative publicity being immortalized.
Blogs Used to Market
 Other than the fact it bothers me there is actually a site that allows companies to buy blog posts from a particular blogger... I was taken aback by one paid bloggers random approach to product blogging. Bloggers of featherweightgoods.com charges $5000 per blog and doesn't have a rhyme or reason to their blog other than advertising random products or services. They aren't even well written. It puts a whole new scrutiny to getting what you paid for.

Creating a Social Media Marketing Plan

7 Steps to a Social Media Marketing Plan

Social Media Marketing Plans differ from person to person and company to company and ultimately purpose to purpose. Online there are many websites, blogs and informational videos/slideshows that claim they know what is best in regards to Social Media Marketing. One such slide show was called 7 Steps to a Social Media Marketing Plan (Source). At first this slide show doesn't seem to get to the point and is very image heavy with little content. However after the first few slides the slideshow gets down to business about 7 of the most important components to a successful Social Media Marketing Plan.

The 7 Steps:

Objectives- What we want to achieve

Audiences- Who we are trying to reach

Assets- How we will fund said objectives and marketing (Not just $$$, but people power too!)

Tactics- A strategy on how to achieve said objectives

Big Ideas- Ultimate goals over time and milestones along the way

Measurement- Being able to measure success and failure of various tactics and objectives

Rinse, Repeat- Sticking with it

This slideshow agrees with what has been posted by the instructor, but is incomplete in comparison (Source). No one strategy can stand alone, however this list of seven steps for a Social Media Marketing Plan is fairly solid as it does cover the main components (Source).

It only forgets:

Review of Social Media of Similar Organizations - Researching what others have done

Relevant Goals of Target Audiences - Goals of the audience we are trying to reach

Proposed Content - What types of content we will use to reach the target audience

Proposed policies concerning Transparency, etc - Deciding what will be used in marketing campaigns, and how to handle negative feedback and mistakes when they occur.

The Assignment:

To cook up a Social Media Marketing Plan at LCCC for our Business Division as per the parameters set forth in the 11 steps listed above (Source).

My Opinion On The Assignment:

I think this assignment is a good one as it outlines what is needed from the beginning. The only part of this project that is discouraging is that it is about a department at the school. It is harder to get into doing a project about something I haven't chosen myself, but I think it will be fine. I do like the fact the instructor is allowing us to give constructive feedback because it makes an online course feel a little more interactive than it normally would.

McLuhan's Tetrad & Social Media/Social Media Marketing

McLuhan's Tetrad consists of four parts:

ENHANCE: To raise to a higher degree, intensify or magnify. Also to raise the value or price. (Source)

So what does the new media enhance, make possible, improve or accellerate? (Source)

REVERSE: To undo or change direction back to the original direction. (Source)

What is the potential that the new form will revert back to it's original form? (Source)

RETRIEVE: To recover, repair, regain or bring back to a previous or better state. (Source)

What aspect of the old or obsolete form has been revived and retrieved for reuse? (Source)

OBSOLESCE: To become outdated or put out of use. (Source)

What is made obsolete or pushed out of use? (Source)

Now while some of this may take years to notice, and they may not all seem to be occuring simultaneously, McLuhan insists they do occur simultaneously. (Source)

The Message is in the Medium?

McLuhan's theory can be applied to Social Media Marketing mediums in one major way. Each type of Social Media Marketing does end up going through this process from the day it appears. They take one aspect of a previously standing medium and and enhance it and change it to become it's own thing. As time goes on from this moment and progress is made to update and change the way the medium is being used and evolving to find new audiences it changes and gagues the reactions of the potential customer and either enhances, reverses, retrieves or obsoleces various aspects, interfaces and so forth in order to keep the current customer and reach the new customer at the same time. (Source)

 Google+, Facebook and Myspace are all examples of this tetrad timeline. Myspace was one of the first that took from previous attempts of other medium and enhancing it for a new form. As time went on they added, took away, readded and enhanced their site and service to gain users and keep the users they already had. In turn Facebook took parts of Myspace and enhanced them, retrieved obsoleted things Myspace had tossed to the wayside. Facebook too took the same approach but stuck with it which is why Facebook is still here and Myspace is dying.  Google+ is the newest attempt at this lifecycle of a medium that took from previous attempts and focused on enhancing a few of the previously attempted aspects of the sites before it, created or enhanced some of it's own, and has already begun the retrieval, obsoletion, enhancement and reversal processes from the moment it was born, however they all occur at different rates. I wonder how Google+ will fare in contrast with Facebook which currently seems to be a Social Media giant, while Google+ is still in it's beta stages.

5 Don'ts of Social Media Marketing

Social Media Marketing can be tricky business especially for those new to the market. Some people have said the only bad publicity is no publicity, however some Social Media Marketing stunts have been very damaging.
5 Don'ts In Social Media Marketing

   1.) Don't LIE! Misleading potential customers only leads to customer dissatisfaction. Remember word of mouth is a big part of social media marketing, so what one customer relays to another will definitely be of impact. (Source)

   2.) Don't SPAM! When engaging customers through social media, remember it is a long term relationship. Trying too hard and too frequently in short periods of time can cause potential customers to lose interest and even complain to others about your social media marketing tactics. (Source)

   3.) Don't ACT LIKE A ROBOT! (Or use one...) This goes hand in hand with spam but it is on another level. This is where the personality leaves the marketing and most attempts at social media marketing becomes repetitive. This includes Re-Tweets and even adding automated followers and friends to look more appealing. (Source)

   4.) Don't FORGET TO MEASURE RESULTS! How do you know how well your attempts at social media marketing are doing if you do not measure the results? Measuring results can help show what works and what doesn't and it is more than just how many people like your page or have declared themselves as followers. (Source)

   5.) Don't FORGET TO UPDATE! If your status/twitter posts and so forth are stale and haven't moved or changed information in a while, chances are your social media marketing attempts have also gone stale. Keep information up to date so customers know what is currently going on so they feel included. Offering the feeling of being included is more appealing and draws customers in closer and builds loyalty. (Source)

...First Take On Social Media Marketing...

Social Media Marketing Defined
Social Media Marketing is the attempt of using the form of communications known as Social Media Outlets to gain a customer base. This attempt is through careful infiltration of various social networks in ways that do not alienate potential customers, but instead pull them in with interaction and engaging with the customer on a more personal level which can be lost in traditional advertising. Social Media Marketing can be a double edged sword as some benefits of instant feedback and maximization of information sharing can be just as damaging as it can be a good marketing tool.
(Source)

The pros and cons of Social Media Marketing can be divided as follows:

Pros:
On Going Marketing
Brand Loyalty
Reach Unknown Potential Customers
Direct Connection to Customers
Customer Statistics
Instant Feedback
Maximization of Word Of Mouth/Information Sharing Between Customers and Potential Customers

Cons:
Time Consumption
Consumtion of Personnel Resources
Loss Of Control Of Marketing Efforts - Instant Feedback/Word Of Mouth
Delayed Return of Investment
(Source)

My Side of the Coin
As a Convention Chairman of an Anime and Roleplaying Convention known as Shinboku Con, Social Media Marketing is definitely a part of our advertisement campaign. Just plain old flyers and word of mouth wasn't enough, we had to change with the times and evolve as new markets opened. To be honest I have a team of five people who work on our Social Media Marketing year round from our own website, Facebook and Gaiaonline. We are even looking into other ways to reach potential guests such as Twitter, Google+ and adding a Con Chair Blog link to our website to give guests more of an insider view on what we are working on for the next convention as well as to seek out maximum exposure.

Does it have it's downside? Oh yeah. We had an incident this past year at our convention that made it to other social media outlets that got us exposure, but not in the way we had intended. Three people were arrested at our convention for a disruption that was quickly handled by police, and we are still unsure if the damage done by it being posted on different social outlets will affect us long term. We definitely saw a spike on our visit counter to our website following the information being released to the public in various formats, but the online social networks were the majority of methods on how people found our website. I guess that is just something we will have to find out as we get rolling this year.

"Man Spits on Officer at Video Game Conference at Holiday Inn
Police arrested two attendees at a video game conference at the Holiday Inn at about 7:15 p.m. April 30. The two men, a 27-year-old Cleveland resident and a 21-year-old Canal Fulton man, got into an argument over how the younger man was playing a video game. The younger man punched the other in the mouth about an hour after the initial argument. Police arrested the man for assault. While arresting the Cleveland man, he spit on an officer. Both men were released later that day." (Source)