Social media measurement

The Hausman Marketing Letter outlines a five-step social media measurement plan that includes setting goals, measuring reach and frequency, measuring key performance indicators (KPI), tracking leads, and measuring return on investment (ROI).

Return on investment is one of the key types of on-site metrics that Dan Zarrella discusses in The Social Media Marketing Book. It’s your chance to look at conversions broken down by referrers. Angie Schottmuller does a great job explaining the use of different ROI formulas on Search Engine Watch. Other on-site metrics that Zarella focuses on are engagement and number of comments.

The off-site metrics you need will vary by the different places you interact with customers.

Any organization must be able to justify its social media plan. Social media presence costs money and time to produce and maintain, and business people won’t long suffer a costly social media enterprise that doesn’t deliver. Communicators need to be able to show what they’re bringing to the organization.

Creating custom campaign links

Many social tools now embed clear, easy-to-use analytics. For example, it’s easy to see the number of impressions and engagements for my tweets on Twitter Analytics, and I can see how many people are clicking on my links if I use URL shorteners, such as goo.gl or bit.ly. When I want to track people across tools, campaign links are the way to go.

In 2005, Google bought a company called Urchin, which developed Urchin Traffic Monitor. Google shut Urchin down and integrated the UTM tools into Google Analytics and AdWords. Installing Google Analytics on your site is a matter of copying a little JavaScript code into your site so that you can follow how users are interacting with your content.

Urchin lives on in the familiar acronym that’s part of the five parameters for tracking a campaign. Google’s URL Builder will generate these links for you, but a savvy user should be able to discern when a site is tracking you and what information they’re collecting. Other companies also offer tracking services, and some companies have their own systems built in. Here are some examples:

Hootsuite Pro, the paid upgrade to Hootsuite, allows users to build custom campaign links for Google Analytics in the interface.

We will discuss measurement and analytics in greater detail on Wednesday.

Nike’s social strategy

Nike has been a digital and social pioneer, and the company’s 40% reduction of the traditional advertising budget between 2009 and 2012 provided economic emphasis. The company allocated $800 million for digital and social advertising.

The company reduces breadth and display interaction costs, even if they’re not as strong on search and communication. Piskorski 12 identifies three social strategies that Nike uses, and we’ll see how they link to several of Nike’s campaigns. The campaigns include The Grid, “Run For” to change attitudes in China, and video and display aspects of Write the Future. A director’s last-minute switch brought a lot of extra attention to the #makeitcount campaign.

Reading for Monday: Read Google’s help page about dynamic tracking URLs so you’ll be conversant about their components.

Zynga’s social strategy

Today’s reading and the Nike chapter for Friday show why we spend all the time establishing an understanding of the breadth, display, search, and communication functions last month. Zynga, a 2007 startup, focuses on social games, which provide entertainment value for players and social platforms that allow people to reconnect with friends.

Piskorski showed that Zynga’s social games had narrow breadth, little display functionality, and limited search advantage. As far as communication went, the games facilitated reconnection among players but provided very little in-game interaction.

So how could Zynga make money on that? We will discuss the first and second parts of Zynga’s social strategy, so make sure you’re familiar with them and their success from the reading. Even though Zynga had a lot of pure profit, it wasn’t enough to fund the advertising needed to recruit new players. They needed current customers to help with acquisition of new players, and they had limited success with this.

Piskorski forcefully underlines his main point of the chapter near the end: “Simply getting people involved in a seemingly social activity, such as gaming, or calling a game ‘social’ will not generate new interactions. To facilitate and encourage such interactions, social strategists have to think through explicit solutions to breadth, display, search, and communication functionalities” (p. 167).

This makes it sound like Zynga is a failure, but that’s far from true. You’ll need to know about their PR problems, their philanthropic arm (Zynga.org), and their IPO and what happened in the following months. We’ll then discuss whether their non-social social approach has gotten any better.

Assignment for Friday

Now that you have a company for your social media audit, I hope you’re already learning a little about them. Check out the news to see whether there’s something that your company is responding to or needs to be responding to in the next few days. If not, go with seasonal cues (the types of things your company talks about at this time of year). Pick either Facebook or Twitter and write a series of three posts appropriate for the medium. Work to speak in the chosen voice of your company (what they already do, not what you think they should do), and note the day/time that you would post each piece of content. Type the three posts in a single document, print it out on a single sheet of paper, and bring it to class on Friday.

Recent grad’s social media career

Jill Dougher, an ACU JMC alumna working at FleishmanHillard in Detroit, was one of the people behind the social media response when a Chevrolet dealer fumbled his presentation of a Colorado truck to the World Series MVP last week. Chevy’s quick response on Twitter was covered by Ad Age and other media like Sports Illustrated and Slate. Owning the #TechnologyAndStuff hashtag got a lot of free media for Chevrolet.

Distinguishing types of social strategies

Piskorski 8 sets up the second half of A Social Strategy. The first chapters set up various social solutions, and the last chapters address the combination of social solutions with economic realities. Those interested in marketing will want to read the whole section. All of us, however, will look at two examples this week. We will read Chapter 9 (Zynga) for Wednesday and Chapter 12 (Nike) for Friday.

Today’s chapter establishes two approaches for companies who want to make money using social platforms.

  • The first is a digital strategy, in which an organization tries to build relationships online as though followers were their friends. Piskorski suggests that these are more complex because you have to match unmet economic and social goals of customers.
  • The second is a social strategy, in which an organization focuses on connecting consumers to each other, later linking customers’ actions to profitability. The social goal is inherent in this type of strategy, which makes for fewer moving parts.

Within social strategies, there are two major choices. A social strategy can be differentiated or low-cost. Make sure you understand these two types because it’s the basis for choosing the cases that make up the rest of this week’s readings. Zynga is a low-cost friend solution; Nike is a differentiated friend solution.

Piskorski didn’t make up the two options under the social strategy umbrella. Cost and differentiation have been the options for competitive advantage on which business schools have focused for decades.

It’s interesting to note that most of the social platforms we use started entirely as social solutions. It makes sense that it takes organizations a lot of work and thinking about how to make money on social platforms. That’s not what they were designed to do. We’ll watch some early scenes from The Social Network today and think about the early vision for the site and compare it to how Facebook makes its money.

Public service announcement: Tomorrow is Election Day. If you’re a registered voter in Taylor County, you can vote at any of the city’s polling places 7 a.m.-7 p.m. The nearest to campus are Hillcrest Church of Christ and the Whitten Inn at Ambler and I-20. The ballot includes races for U.S. Senate and House, governor, lieutenant governor, state Supreme Court justices, and a number of local races. The ballot and polling places are available on the Taylor County Elections site, and I encourage you to do a little research tonight and be an informed voter tomorrow.

This is Just Mad, Men.

For my final blog post about the mistakes made in the advertising world, I have decided to take a trip back in time to see some of the more awkwardly inappropriate advertisements of the 20th century. I think a lot of us have a more romantic idea of what advertising was like back in say, the 50’s, 60’s and 70’s because of shows like Mad Men and the like. While much credit is due to work done in that time period, there were still many a no-no made, and these are some of my favorites:

1) I totally get where they were going with this concept- straight to the garbage. Yes, we have all heard the “gingers don’t have souls” theory and all that comes with it, so why did the creators of this campaign think this would work? I’m simply at a loss on this one.

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2) I think it’s safe to say that it is “too soon” for this child. Granted, a lot more research has been done on the effects of sodas towards peoples’ health, but even still one would think that mothers would not find this to be a convincing- or good- idea. I mean, come on, really?

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3) I would not necessarily call myself a feminist, but the copy combined with the illustration here is pretty sick. I know that gender roles were significantly different in the era that this advertisement ran, but I still think this is WAY too blunt. Not to mention offensive. Besides, women did the majority of the clothes shopping, so one would think it would be a smarter move to appeal to that demographic than to the men.

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4) This one is without a doubt my favorite, because it truly is SO bad in every sense of the word. I remember writing a paper on advertising and the lack of ethics- and tact, apparently- involved when I was a junior in high school. I used this ad as an example in my presentation, and most everyones’ jaws dropped. Again, I’m not necessarily a feminist, but the lack of respect and the amount of dominant male character involved here is nothing short of repulsive. There are so many better ways to sell coffee.

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Every Inch of You Is Perfect From The Bottom To The Top!

Ok, as my final post for this assignment I decided to do end with the best and probably most feminine part of any wedding…the hair.

First up on the 2015 Wedding Hair Trends is the popular “Rose Bun.” This style is as trendy but not near as popular. It is however becoming more popular and has the potential to be a timeless and romantic look. There are 2 options floating around the wedding circuit; a literal rose bun and a little more subtle rose bun.

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Next year another up and coming trend is adding flashy hair accessories, it takes a simple hair style and adds a little more flashy look. It’s a simple and subtle addition to any wedding.

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Another great accessory for weddings is to add floral arrangements to wedding hair styles. It adds a very unique style. Another common trend with this style is to do a simple look during the ceremony and a more fun look during the reception. Flirty-Wedding-Hairstyles-1-071613

Hair on a girls wedding day is extremely important. The hair crowns the dress, its the top on the cake, it brings the entire the entire style and look for the wedding together. The most difficult decision every bride endures is whether to wear their hair up or down or half way.

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The truth is every style has the opportunity to create an elegant, or whimsical, or any look a bride is trying to achieve. Its all a matter of personal opinion. Every bride has a different personal style and therefore every wedding is different.