You can't just execute an idea that worked for someone else and expect it to perform better for you. This is how best practices get people in trouble; an idea, concept, campaign, etc, turns into a practice, diminishing opportunities for innovation and creativity. Unfortunately, finding a great example of this scenario is as easy as looking at many companies' implementation of social media. While I don't disagree with many common social media practices, I do think that one way companies are still stumbling into social is by simply practicing what worked for others.I'm sure I'm not the only one that found this out by example, "the Top 10 Steps to More Facebook Likes" may not actually bring you more followers. We live in an era of informational noise, and it gets worse when you look at the marketing world (I won't even start on the social media marketing portion of that globe). For every "way to make your brand's Twitter influential" you try, there are probably thousands of other "gurus" employing the same tactic. As Jeremiah Owyang puts it in this interview by Markie Marketo, "Social can be used for many permeations of business goals, and it'll continue to change. We're a long ways from being able to measure [social media efforts] cohesively and consistently across all of our channels." It's often tough to pinpoint a direct relationship between a scenario's cause and effect in the real world, and this is especially true in the social media space. This is why researchers like Owyang recommend evaluating social media based on its contribution to a specific range of business goals; the idea of relying on a compass, not a checklist.My point here is not to downplay tried-and-true methodologies. However, I think it's important to occasionally check ourselves. Is Idea A in use simply because others were successful in its execution, or are did we truly find it to be valuable for our business? Are campaigns X and Z running because they were easy to scale and included in a package of recommended ideas, or are they real examples of our company's broadening perspective? Are we actually innovating, or just using Competitor B's idea faster and better? If we're not careful, best practices can lead us down the dangerous road of maintaining the status quo.
Tags: Social Media Marketing, Facebook, Twitter, marketing strategy, best practices
Marketing | Social Media
A colleague and I were recently tasked with reviving a client's stale Twitter account. The account had several hundred followers, but had not been active in months. We wanted to find out what levels of engagement we'd see if we actively managed the account for a few months. So, since our project was not particularly scoped for active Twitter management, we needed to track engagement without 1) paying for expensive tools, and 2) unnecessarily spending hours manually tracking our engagement metrics.Here are a few of the tools I've used to effectively track basic Twitter metrics. The idea here is to utilize free tools and remain efficient in regards to time spent on data gathering.
Twittercounter.comMetrics: Follower CountFirst, you'll need a way to track follower count. Twittercounter provides a nice view into your account's follower trend-line, sorted out by each day. You can go as far back as three months. You can also add one or two other accounts, if you’d like to compare your trendline to someone else’s.
Tweetreach.comMetrics: Exposure, ImpressionsNext, you'll want insight into the overall reach of your tweets. Enter your account's handle into Tweetreach, and it'll give you an exportable snapshot of how far your tweets are travelling. Using metrics such as "reach", "exposure", and "contributors", Tweetreach will show you which accounts have mentioned you (sorted by follower count) and how many times your account's handle has appeared in others' feeds. The only caveat in this free report is that the data does not reach back very far. You'll have to check in every few weeks if you want to capture this data over a long period of time.
Analytics.topsy.comMetrics: MentionsTopsy.com will show you a trend-line of how many times your account has been mentioned over a selected time period. Retweets are included. You’ll want to remember that Topsy’s free service only allows you to look back as far as one month.
Bit.lyMetrics: ClicksPossibly the most popular URL shortener, signing up for a free bit.ly account will give you access to a view of all of your created URLs. You'll be able to see how many clicks you're getting on each URL.
Individually, these tools are not capable of giving you very much data, but by using multiple tools, you should be able to pull a meaningful story together. Let us know in the comments if you’ve got any other recommendations or thoughts on free Twitter trackers.
Tags: Twitter Tracking, Social Media Marketing, Analytics, Follower Count, Social Media Tools
Tags: media buy, second screen, social media
Tags: social media, marketing, content, Pinterest
Utilizing social media at events such as fundraisers or expos is a no-brainer. Its versatility and potential to have significant impacts on impressions make it a great medium for an event of any size. After all, one of the core functions of a social network is the ability to share one's experience regarding an event. Also, social media allows campaign managers a high level view of the event’s overall reception, almost instantly.This weekend, we’ll be able to witness just how large scale a company’s social media campaign can run, at one of America’s largest events.Over a hundred million people are expected to tune into this year's Super Bowl [between the New England Patriots and New York Giants]. Of these 100+ million folks, 60% will be online. This, coupled with the fact that NBC is providing live, online streaming of the game, leads me to believe that this 60% will be watching their social streams and feeds along with the game.Dubbed the “Second Screen Phenomenon,” advertisers and marketers are recognizing that there is an increasing amount of online usage at events. We humans obviously like to share our experiences, which explains why your social media feed might include many one-line, exclamatory reactions to a game on Sundays. I’m sure I’m not the first Twitter user to have trouble finding noteworthy content on Sunday nights due to the multiple, frequent, “Falcons! NOOO!” or, “Really? Fumble?” tweets.Coca-Cola plans on tapping into this potential with their new campaign on CokePolarBowl.com. Here’s a quick summary of what will be going on:• The website, hosted on Facebook, will feature two polar bears, watching and reacting to the game live.• Commercials spots throughout the game will direct the audience to the campaign site.• The stream will also be available on Twitter, ESPN.com, and other ad placements throughout the web.• The bears’ reactions, which will be shareable via Twitter and Facebook (i.e., retweeting a happy response from the bear that’s a Giants fan), will even be made for the commercials.With this campaign, Coke will be cashing in on the potential for over 60 million unique impressions in one day. And that, my friend, is how you run a social media campaign.For a complete rundown of the campaign, read Karlene Lukovitz’ report on Media Post here.
Tags: customers, social media, smartphones, mobile marketing, marketing, marketing strategy, Twitter, Facebook, events, impressions, audience engagement
If you’re like me and scour the various tech blogs and social media channels, you're probably familiar with [or at least aware of] the Ocean Marketing fiasco. If not, you can catch the story's summary from Zdnet here.After discussing the debacle with my colleague, Jason Bennett, he mentioned a takeaway that continues to stick with me: “It’s amazing how much of this could have been diffused with a simple, early apology”.Thankfully, most [hopefully, all] of us are not like Mr. Cristoforo; we don't engage clients in angry, condescending email threads. However, we've all encountered periods of stress where things can become a bit tense. The perspective that Jason gave me was simple; Apologize early, diffuse the situation.A recent study reported by The Alpha Galileo Foundation showed that following a mishap, customers who were sent an apology were more likely to respond positively than customers who were simply offered some sort of compensation. The Nottingham School of Economics, who conducted the research, found that customers of a large Ebay seller were more likely to remove their negative feedback when sent a simple apology, acknowledging the seller's error and regret. This was in comparison to a set of customers who were sent an offer to remove their negative feedback in exchange for a small amount of money.The results are surprisingly definitive. Only 23% of folks removed their negative reviews in exchange for money, while 45% responded to a clear apology by removing their negative reviews.Sure, a solution is of utmost importance and will need to exist, but, a simple, clear, sincere, and early apology should not be understated. When something goes wrong, remember to acknowledge your fault. You may find it to have a surprisingly positive impact.
Tags: Customer Service, beliefs, core values, Relationship Marketing
Client Relationship Management | General | Marketing
Hello all—my name is Miko and I wanted to take a moment to introduce myself as one of Exsilio’s new Marketing Managers.
No, not this guy.
I wish I could just tell you that I was a military child and let you make the connection that I've lived in many places, but I can't; for some reason, my family was always on the move. I was born in the Philippines and have lived in Hong Kong, Texas, Nevada, California, and now Washington. I like to think that because of my constant relocation, I’ve developed an ability to adapt to many different environments.
Being at Exsilio is an exciting venture for me because of the work atmosphere. The folks here are very talented and hold their work to extremely high standards. As I am an entry-level addition to the team, I think it’s fantastic to be able to start in such an excellence-driven culture.
I’m glad to be on the team!
Tags: Writing, Introduction
Powered by Exsilio Solutions