Everyone's got something to prove -- and that's increasingly true in marketing. But these days, it's less about winning a bunch of advertising awards, and more about getting results. Moving the needle. Showing ROI. That's thanks in large part to the rise of
interactive communication channels, which has enabled highly sophisticated means
of tracking what’s working and what’s not. It's making John Wanamaker's famous quote (you know the one: "Half of the money I spend on advertising is wasted; the trouble is, I don't know which half") more and more irrelevant.
But there's one area in which the benefits of “big data” have been more reluctantly embraced – social media. This has resulted in two common
patterns of behavior:
There are the brands that are late to the social party
(if they show up at all) for fear that they won't be able to track the ROI and
prove their success to upper management.
And there are brands that jump on the social bandwagon
without even considering tracking their success correctly (or how social media
even fits their marketing goals).
But you don't have to fall into either of these traps. We're
here to give you concrete metrics to show that social media measurement is a.)
very possible b.) very simple and c.) very necessary if your
brand is active in the social world.
1. Engagement: Although this one may seem like
buzz word, it's the most crucial aspect in social media measurement. We stress
quality over quantity. If you have 1 million fans, but they don't interact with
your brand or share your content, then what use are they to you? Important engagement
metrics to watch (all of which can be tracked in Facebook Insights):
2.Sentiment: Are fans commenting on your
posts and posting to your timeline with happy comments or constant complaining?
Dive deeper and discover what part of their experience they're happy or unhappy
with. If they're unhappy with your content, change things up. If fans are constantly
praising your customer service department, send an internal email out thanking
3. Fan/follower growth: Yes, we said to focus on
quality over quantity, but keeping an eye on the number of followers or fans
you're losing tells you something about the content you're sharing,
too. Important growth metrics to watch:
New likes/unlikes (Facebook)
New followers/unfollows (Twitter, Pinterest,
New subscribers/unsubscribers (YouTube)
4. Conversions: Whatever your end goal is for your
brand's marketing efforts, social media is just one extension helping you
achieve that. Maybe you want to drive more traffic to your website, gain email
subscribers, attract new fans, etc. Define a conversion, then track
it. Important conversion metrics to watch:
For email subscribers, maybe you have an
application host on your Facebook page collecting that information. Watch to
see how many visitors that app has, and how many subscribers and adjust your
creative, messaging, or usability of the app accordingly.
Still not convinced? Are there currently holes in
social media measurement? Sure. But I guarantee the measurement online is far
more advanced and accurate than traditional media measurement.
Have other quick and easy social media measurement tips or
questions? Comment below to share.
Facebook changes daily, and so do the rules you have to play by to win. Here are 8 quick ways to kill your business' social media efforts (and a couple may even help you get rid of a few personal Facebook friends too!).
1. Over-sharing: We know you want every last fan to see each post… but guess what? They're not going to. And while you're busy flooding peoples' news feeds with repeat content, your fans who have seen it over and over are hiding your content… or unliking your page.
Similarly, if you share every update your page makes to your personal profile, your friends are going to get sick of your spamming, and think your page is annoying and that the product or service doesn't speak for itself.
2. Content Trumping: If you have awesome content that could potentially help grow your page, share it! FROM. YOUR. PAGE. Once the page shares it, feel free to share it to your personal profile (thereby directing traffic to the original source - the brand's page).
3. Impersonal responses: Automated responses make me feel so special! Said no one ever. People are on social media because they want to feel special. Use their names and answer their questions as if the brand were actually managed by humans. Oh wait, it is.
4. Delayed responses: Fans these days are expecting responses from brands' Facebook pages in hours (preferably less than one hour). If you can't keep up, hire help, or prepare to lose business.
5. Not responding at all: Imagine approaching a girl at a bar. You say hi and offer to buy her a drink and she just turns around and ignores you. You're left alone, looking dumb, thinking to yourself, "What a B*%$@". This is what it's like to fans when you don't listen to them. Social media is meant to be SOCIAL. Take part or people are going to stop talking to you, and soon enough, it won't matter how pretty you are... you'll be going to prom alone.
6. Not posting regularly: Social media strategies are built to be flexible because it's imperative to serve up relevant, timely content. However, dry spells can lead fans to believe you're shady and unreliable. Always have a strategy and content calendar in place just in case.
7. Don't share what you think is cool: Share what FANS will think is cool. If I shared what I thought was cool to every single page I manage, Catholic Churches, cowboy boot manufacturers, and retail stores would all be sharing the latest Justin Timberlake album and memes supporting the 2nd Amendment. Yeah...
8. Don't post just to promote: Make sure your posts are of value or your fans will leave you, simple as that. If you're sharing the page's posts to your personal page - what will excite your friends about it? Stop selling them, and start engaging with them.
Luckily, these 8 steps aren't punishable by death or we'd all be goner's. They are however punishable by unliking and de-friending, so I urge you to evaluate your social media efforts and see where you can tighten up a few screws.
Have any other pet peeves or suggestions for social media managers? Comment below to share!
You know the clichés: The grass is always greener, she’s playing hard to get, we want what we can’t have. And as it goes with life, so it goes with marketing. We always seem to be focused on customer acquisition, chasing what’s shiny and new while neglecting our existing customers.
But that’s an expensive attitude. Acquiring a new customer can cost seven times more than retaining one1. What’s more, existing customers who are made to really feel the love also share it – with their families, their Facebook friends, their dentists. They become ambassadors of your brand, doing some of the customer acquisition work for you. For free.
So how do you treat existing customers right? A lot of the responsibility rests with your call center or customer service department, but there are several things marketers can do to show you care.
Make sure your customer information is robust and up to date. There’s nothing worse than a “personalized” email that completely misses the mark by being either incredibly vague or just plain wrong. It’s embarrassing for you. It’s insulting to them. And it’s bad news for your bottom line. In fact, 68% of lost customers bail because they feel like the brand doesn’t care about them.2
Take things to the next level.
Develop a messaging strategy for customers who’ve already heard – and bought into – your original sales pitch. What information or advice would make their original purchase(s) more satisfying? Are there any promotions that you can run specifically for existing customers? What’s a logical and relevant cross-selling opportunity? Try to anticipate their needs without giving them the hard sell.
Be a good listener.
Solicit feedback, and take it to heart. Put together a good social media strategy by closely monitoring what’s being said about your brand and responding in ways that are respectful and genuine. This will require working closely with your customer service department, which can be tough, but it’s absolutely critical. Learn from those who’ve made major missteps, and those who get it right.
Don’t give up.
Go after lost customers – without getting into stalker territory. Find out why they left, and if there’s anything you can do to win them back. The effort is worth it: studies have shown that your chances of winning back a former customer are two to four times higher than landing a new one.3. But even if they’re gone for good, you may learn valuable information in the process to keep future churn to a minimum.
So start showing your existing customers the love. Once you have a good retention plan in place, you’ll find that the grass is pretty green in your own yard after all.
U.S. Small Business Administration and the U.S. Chamber of Commerce
I think most marketers today have a puppy problem. Everyone
loves a puppy – they're fun, cute and playful. Just look at the above picture of Asher (aka, the world’s cutest dog).
I had the opportunity to puppy-sit Asher, and he actually
taught me a lot about marketing. I would pull out a toy and he would get
super-excited. I could almost hear him say, "OMG!!!! That's my favorite
toy! I love it, I love it, I love it!" Different toy, same reaction:
"OMG!!!! That's my favorite toy! I love it, I love it, I love it!"
Too many marketers have this puppy problem. So often, we
miss the big basics because we’re chasing the next trend – Pinterest, Vine,
Reddit, etc. For CMOs, this can mean getting seriously off-task, wasting time
and, potentially, your company’s money. So what’s really important for CMOs
when it comes to technology?
1. Know your audience.
Women are more likely to use Pinterest. Instagram has a
younger audience. It's simple: different audiences use online tools differently.
Find out where your customers are and start there. Quantcast.com has a lot
of great tools that provide demographic information about visitors to specific
websites (the image below shows such data for Facebook users).
Or take a look at how visitors are getting to your website using Google
Analytics. If you're more likely to get a sale from Facebook than Twitter, it's
a no-brainer to spend more time with Facebook. But you should also do it the
old-fashioned way: talk to your customers. If you have a brick and mortar
store, ask people that come in. If you have an email list, send out a small
2. Test, measure and adjust.
This should seem obvious, but it's VERY often overlooked. I've
met with several clients who were enthusiastically trying out QR Codes, without
implementing any way to evaluate their effectiveness. You can track traffic from
QR codes (and Facebook ads, digital ads, etc.), using Google's URL builder.
In the trite but true category: Keep It Simple, Stupid! Just
because technology can be complicated, doesn't mean that it should be. Too
often, brands try and accomplish too many goals with one campaign or
initiative. Focus on one main goal, instead of having a convoluted campaign
that no one can follow.
4. Do something!
The most successful CMOs are the ones that can identify
long-term trends, such as social media and mobile, experiment personally (for
example, don't expect massive results from Pinterest if you don't have an
account set up for yourself) and test professionally.
When it comes to marketing technology, no one wants to be left behind, which makes it easy to be puppy-like -- and ultimately unproductive -- in how we approach the many tools out there. You can avoid chasing your tail by remembering the Big Basics:
Abbreviations can be a huge PITA if you don't know what they mean. Here are a few common ones to help even the least techy peeps know what's going on, and when they're appropriate to use.
The second-to-worst message to ever receive (the worst of course is, "k").
IDK: I don't know
What women say when you ask what they want for Valentine's Day (WHICH I STRONGLY CAUTION YOU NOT TO TAKE LITERALLY).
IDC: I don't care
If you asked a girl on a date via text and left it with this, her response will (or should) be, "NO."
LMK: Let me know
Probably the most annoying of all time. I hate even including it on this list, but so many people use it that I had to.
ROFL: Rolling on the floor laughing.
This should be a filter on Facebook.
TMI: Too much information
The most common one-word response to anything. I find it ironic that this response could be shortened at all, but ta-da! Thank you 14-year-old's everywhere.
How my Dad refers to the truck. Also a term for Spykids.
POS: Piece of s***, or more commonly in instant messaging: parent over shoulder.
Used to insert your deviant opinion without looking like a complete a-hole.
IMHO: In my humble opinion
Use frequently, as everything said online (or not F2F) is true.
JK: Just kidding
Most often used by creepy people-watchers at the airport (yes, I openly include myself in this group).
Commonly used at the end of an email when the sender needs a quick turnaround on a project, but is afraid to ask for it.
BTW: By the way
Because you never know if the other six letters may lead to carpal tunnel...
TY: Thank you
If he didn't type it all out, by golly, why should you?
YW: You're welcome
Interchangeable with the term above in case you really want to spice things up.
NP: No problem, not a problem
Should probably be accompanied by a blonde girl emoticon (I can make that joke because I am a blonde girl). Also appropriate to use if someone breaks up with you via text message. B/C… I mean… what else would you say?
OMG: Oh my God, gosh, goodness, golly, you get it.
90s shorthand salutation, also important to know if you live, work, or talk with individuals with memory loss
CYA: C (see) ya, or also: cover your a**.
When something is funny, but not THAT funny. Never send in relation to bad news, like the woman below did.
LOL: Laugh out loud, no longer: "lots of love"
Have more to add? Share them in the comments below!
Today, February 14, 2013, will go down as the worst day EVER for a guy named Steven at ProFlowers.
It's hard to manage a brand's reputation online, especially when their product or service has substantial flaws or is generally of poor quality. Today, my heart goes out to one guy typing away furiously and cursing his employer - ProFlowers (more like HellNoFlowers).