“Listening” isn’t enough. Tracking the number of Twitter mentions tells you nothing. The bigger question is: What are we trying to build or accomplish, and how will we digest and use this data?
- YouTube Beats Yahoo — Video Will Convert
- The Full Resurrection of E-mail: e-mail addresses are a safer long-term investment than social media features
- Large Companies Will Waste Money on Vanity Metrics: impressions, page views, and undefined terms like “engagement” are at best gameable and at worst meaningless.
- Ads & Conversation Will Impact Different Conversion Rates. One good test of whether your advertising can become a conversation: Would people notice if your ads stopped running? Clickthrough rate is not going to answer that question.
- Share. Share photos and behind the scenes info about your business. Even better, give a glimpse of developing projects and events. Users come to Twitter to get and share the latest, so give it to them!
- Listen. Regularly monitor the comments about your company, brand, and products.
- Ask. Ask questions of your followers to glean valuable insights and show that you are listening.
- Respond. Respond to compliments and feedback in real time
- Reward. Tweet updates about special offers, discounts and time-sensitive deals.
- Demonstrate wider leadership and know-how. Reference articles and links about the bigger picture as it relates to your business.
- Champion your stakeholders. Retweet and reply publicly to great tweets posted by your followers and customers.
- Establish the right voice. Twitter users tend to prefer a direct, genuine, and of course, a likable tone from your business, but think about your voice as you Tweet. How do you want your business to appear to the Twitter community?
Twitter has three advertising products:
Samsung Electronics, according to wikipedia the world's largest technology company by sales, relaunched its U.S. website somewhere in September 2010. You could clearly see how they were trying to join the conversation:
Three months later, Jess3 published some of the stats:
- 113.3% increase #Samsung Mentions
- 444.8% increase in Facebook Likes
- 22.3% increase in Time Spent
- 30.4% increase in Page Depth
- 33.6% increase in Unique Visitors
- 262.8% increase of Reviews Submitted
- 277.8% increase in Content Sharing
- 321.2% increase in Logins
- 1021.4% increase Community Questions
- about Samsung Celebrating that "Social Websites Are Good for Business" @ jess3 blogs
- Samsung shares its Social Media Success @ penn-olson.com
You will not communicate about or administer a promotion on Facebook if:The promotion, if a sweepstakes, is open to individuals residing in Belgium, Norway, Sweden, or India;
- You cannot: Condition entry in the promotion upon a user providing content on Facebook, such as posting on a Wall of a Page, uploading a photo, or posting a status update.
- You can: Use a third party application to condition entry to the promotion upon a user providing content to the application. For example, you may administer a photo contest whereby a user uploads a photo to a third-party application to enter the contest.
- You cannot: Administer a promotion that users automatically enter by liking your Page, checking in to your Place or connecting to your Platform integration.
- You can: Require entrants to like your Page, check in to your Place or connect to your Platform integration before they provide their full entry information, such as name and contact information.
- You cannot: Notify winners through Facebook, such as through Facebook messages, chat, or posts on profiles or Pages.
- You can: Collect an email or address through the third-party application for the promotion in order to contact the winner by email or standard mail.
- You cannot: Instruct people (in the rules or elsewhere) to sign up for a Facebook account before they enter the promotion.
- You can: Instruct users to visit the third-party application to enter the promotion (as described in Section 22.214.171.124). Since users must have a Facebook account in order to access an application on the Facebook Platform, if you give this instruction, they will be prompted to sign up for a Facebook account if they do not already have one.
Location-based services let people report where they are, so they can connect with friends, get rewards (or “‘social badges”’) or receive coupons. In his August 2010 CMO Matrix, web strategist Jeremiah Owyang sees this as a huge opportunity to target your most loyal and local customer base:
Now, as consumers indicate their location and time while on the go, marketers may reach them using a variety of contextual information, advertisements, and harnessing what their friends have done before them in the same locations.
At first adoption of location-based services like Foursquare and Gowalla was limited to young, geeky iPhone toting urbanites. That is, until Facebook entered the location-based services space with Facebook Places. Facebook Places is currently available in a few select countries (including the US, UK and Japan) with many more on the way. Towards Facebook users, Places is positioned as a way to "Easily share where you are, what you're doing and the friends you're with right from your mobile."
The most compelling reason for Facebook users to "check in"? To "get individual discounts, share savings with friends, earn rewards for repeat visits or secure donations for good causes."
Want some ideas?
Here are some inspiring examples from Ogilvy’s keynote ‘How To Use Foursquare for Business’ - they apply for other location-based services as well:
- Mayor Specials: reward your single most loyal customer.
- Frequency-based Specials, for example: “‘Foursquare users get a 10% off every third check in”’
- Check-In Offers, for example: “‘Show your check in to the waiter for a free drink!”’
- Wildcard Specials, for example: “‘Show us your Newbie Badge to earn a free night’s stay!"’
MarketingEasy.net explains how you can find, create or claim a Facebook Place you represent and the benefits of merging your Facebook Place with your Facebook Page:
- You will be able to manage your business centrally on Facebook if you choose to merge your single Place and Page.
- This includes posting status updates, photos, and links. Most importantly, all of the people who Liked your Facebook Page will remain connected to your business and you can continue interacting with them.
- Your new merged Page will now be updated with a richer design that includes Place information such as maps and check-ins. Your core Page content – Photos, Videos and Events will remain, as well as any custom tabs.
- In addition, you will keep your existing vanity URL if applicable.
- Plan For Multiple Scenarios: document the plan, then translate it into guidelines and put it in a place where everyone who maintains your social presence can access it. Update it regularly.
- Practice "Social Media Fire-drills": replicate a crisis situation that you've seen happen to a competitor and make up ones you have not seen before.
- Forget The Silos: at minimum, set up a direct line of communication where stakeholders of each core discipline can be alerted the moment a scenario erupts and ensure that the group has some way to connect with each other. Even an old fashioned e-mail alias can help here.
- Create "Dark Pages" that can be launched and customized at the click of a button when an attack or unfavorable scenario arises.
- Be Ready For Anything: start planning for multiple scenarios the minute you decide you want to "be social" and expect that anything and everything will happen.
- Scenario Planning + Managing Your Inevitable Social Media Crisis @ darmano.typepad.com