As the year 2012 comes to a close, the predictions for next year are already starting to trickle in.
One of the most interesting thoughts about 2013 that I've come across lately is out of the U.K., called Empty13. The premise is simple: There isn't much happening in 2013. After a year full of Olympics and elections in 2012, there isn't a lot on the shared agenda for 2013.
Yet with big brands and small brands, considered purchases and impulse purchases, everyone is actively trying to engage their consumers in a meaning way of some kind.
As with face-to-face interaction, it is hard to strike up a conversation if you have nothing in common. Brands, like people, typically use shared and familiar topics to strike up conversations.
Face-to-face: "Some weather we're having, huh?"
Brand: "Great Olympics we're having, huh?"
Face-to-face: "What is your favorite team?"
Brand: "Who is your favorite candidate?"
Every minute in cyberspace, billions of digital events are taking place such as ad impressions, search clicks, online video views, mobile app usage, email opens, social likes, and re-tweets. In this fragmented era of digital media, how does an advertiser's digital team make sense of it all? Who's to say which channels should get a piece of your budget? What's your process for answering these questions?
The question I'm really asking is: What is marketing measurement's role in your organization? And what should it be?
Certainly the advertising creative gets the lion's share of the attention. Without a great message, the campaign won't perform well. Media is also critically important -- the where, when, and for what cost will the message be shown to prospective customers can't be ignored. Then there's the landing page and the website: If not optimized for maximum usability and effectiveness, the visitors driven to these properties won't convert. Finally, we get to measurement, where in many marketing organizations it is initiated at the end of a campaign to see what is or isn't working.
Recently a prospect asked me why he sees so little of social media activity showing on his Google analytics results when he knows a lot of activity is happening.
I offered to go through it with him and give my findings.
What happens when a website owner has an expected return from their site is that they undertake a social media marketing campaign without really understanding the impact it will really have on their site.
Many website and business owners assume that a social media campaign will result in a high increase in traffic as well as a high increase in spend on that site. This is not a guaranteed result of social media marketing.
There are a number of variables that need to be taken into account.
1. Google Analytics tracks traffic from links posted on social media however it doesn't take into consideration the number of 'shares' from that post to other friends and pages and often the link is omitted in a share especially when a visual is used but this may still prompt the viewer to visit the site.
2. When URL's are shorted to a bit.ly, ow.ly or any other, analytics doesn't track it. So, if your social media manager is working from a platform like Hootsuite or Gremln for example, you cannot see the impact except as an increase in overall traffic.
3. For social media activity to be picked up by Google, the particular network you are using must be part of the Social Data Hub and many of them are not.
Social media sites like Facebook, Twitter and Google+ allow us to connect with the players in our market. But, when used improperly, social media can be a dangerous platform for entrepreneurs to ruin their reputations.
Here are five ways social media users can destroy their online rep, and tips for steering clear of these costly mistakes:
1. Boring posts. A boring post is anything that lacks your unique personality or perspective. Giving a fresh perspective on an old topic or going against the status quo is what gets noticed.
So ask yourself how you can infuse your own character or sense of humor within each post. This is the essence of branding. The last thing you want to be is forgettable.
2. Disrespecting others. Social media is not the place to work out your problems with people. It's no different than yelling insults at someone in public or raising your voice at a retail store employee. Yes it gets peoples' attention, but that's not the kind of attention you want.
Unfortunately, the higher you climb in social media, the more people will want to throw stones at you. But don't retaliate publicly. Simply delete the negative comment, block the person and then decide if you want to address the issue privately, or just move on.
"Social media is a lot like sex. Everyone talks about it. Everyone wants to do it. Nobody knows how."
That's a quote from our recent Social Media is a Lot Like Sex deck, and we think that sentiment rings particularly true for companies trying to implement a global social media strategy. I mean, at any moment you could be trying to engage with someone who uses a different social network than you'd expect, speaks a different native language than your company's, or even has cultural nuances of which you're unaware. Needless to say, there's a lot of moving parts.
So what's a global marketer to do? Well, stop guessing for one -- instead, use data to help inform your social media strategies! That's why we've collected 62 stats that help paint a picture of how social media works around the world, 20 of which we're going to highlight in this blog post. Plus, we're going to show you how those stats can be boiled down into some insightful global social media strategies that global marketers might want to consider.
Strategy 1: Optimize social media for mobile.
More Articles ...
- A Few Tips on How To Create a Tailored Marketing Plan
- The Truth about LinkedIn Endorsements
- Let Me Help YOU Not Fail at Social Media Marketing
- 5 Brands that Rock Daily Emails
- A great new use for email marketing
- Facebook Now Testing 'Ranked Comments' on Business Pages