Does social media really work?

Mashable recently posted an article, Social Media Has Almost No Effect on Online Retail Purchases, which sparked an interesting debate within the comment section.

You can check out the full article here, but the report from Forrester Research and GSI Commerce basically reaches the conclusion that, “… social media rarely leads directly to purchases online.”  The data indicates that less than 2% of orders were the result of shoppers coming from a social network, with email and search advertising being much more effective mediums for converting browsers into buyers.

What hit me the hardest however was Fiona Dias’ personal conclusion:

“It’s been a mystery to me why the media is excited about social media. From a retail and commerce perspective, it seems to have no effect.”

Things to bear in mind before we all run away from social media:

How do we measure the effectiveness of social media effectively?

We don’t know how this data was gathered. Sure, a person might not click on a link posted on Facebook but what about those who use Facebook and Twitter as a conversation tool?  What if someone just asks others what they recommend?  Have Forrester and GSI Commerce taken this social aspect into account?

In short, social media isn’t always measurable (or should I say, “social media isn’t always EASILY measurable.”)  Here’s an example:

I’ve seen a friends posting about a new artist and how great their album is.  No link is provided to purchase the album directly, but they have liked the bands page and I take a look at it.  I’ve then searched for this album on iTunes or Amazon.com and purchased.  Although the cause for me buying the album came through Social Media, wouldn’t the statistics show I used search to purchase.  It’s serious food for thought.

What was the return on investment in regards to this 2%?

2% does sound pretty small, but what was the revenue generated from this 2% compared to the money spent gaining it?  If I’m using social media to sell homes and it only takes one person to run the Facebook page or Twitter account, then a 2% increase is pretty damn good.  If it takes four people working full time to gain a 2% increase on sales of 99-cent pencils then Dias’ criticism might be warranted.  This is the kind of data we need to know before we condemn social media.

Are we just missing the point entirely?

Is social media a waste of time?  Is social media just another bandwagon, blown out of proportion by the media?  In short, NO!

Social media is about engagement.  How many customers who purchased Dell computers are retained because of the companies amazing use of Twitter when dealing with customer’s problems?  How many customers have AT&T retained through engagement on their Facebook page? (I had personal experience with this, and believe me; if it weren’t for their Facebook page I wouldn’t be using them now).  Are we only looking for new customers or are we looking to retain?  This is all money in the bank.

One comment left by another reader sums up my personal philosophy:

“Social media is how you build brand loyalty and provide great customer service. Brand loyalty and customer service doesn’t track easily to new purchases in the sense that User Click Ad – User Sees Product – User Buys Product.”   AMEN.

Another comment also gives us insight into the importance of social media and how its effectiveness is sometimes subtle:

“Social media isn’t going to lead to direct purchases a lot of the time — BUT if you have no social media presence, chances are you’re not going to keep my attention very long. I hate e-mail newsletters clogging up my inbox from retailers. But Facebook and Twitter? Yeah, I’ll tolerate some quick info from you.”

The Future of social media?

I guess we need to hear from Forrester Research and GSI Commerce on the methods used, the companies participating and the criteria.  Was this a simple “add a link to a Facebook wall and see how many sales we gain from it?”  I hope not, but I’m suspicious of the findings here.  Social media is more than direct sales.  It is used to retain, engage and build meaningful brand relationships.  This also leads to money in the bank.

Where does this leave us?

The results of this research leave us asking more questions and looking for better ways to monitor our activities.  This is no bad thing.  But to dismiss the effects of social media from a direct sales point of view, in my opinion, misses the point entirely.  I also find it very hard to believe that social media ad spending will hit $8.3 billion in 2015, according to a new report, if companies are not seeing some positive ROI.

Let us know your thoughts!

Leia Mais…

How To Use Twitter - The Pitfalls

2011

If you take one thing away from this article, please let it be:

I’m guessing most of you read about Chrysler’s little misshape on their Twitter account @ChryslerAutos.  If you didn’t you can check it out HERE and get up to speed.

Now Chrysler isn’t the only big brand to make a mistake on Twitter.  These ‘mistakes’ are happening all of the time and many are much more difficult to resolve than with a simple, “Oh, urm…our account got hacked.” 

Looking into these occurrences I began to question what strategies, if any, these companies have in place regarding their public persona across Social Networks.  I was being forced to ask myself a very important question – Whom should you trust with your Social Marketing?  Who should steer the ship? Who should be Tweeting?

Once a Tweet is sent it is out there (forever if someone takes a screen grab as evidence).  That Tweet serves as a HTML coded monument to your fleeting thought, sudden passion or, in some instances, your sudden rage.  I’ve been both shocked and amused by some of the big mess-ups from major brands on Twitter and it just goes to show that, although appearing an easy/cheap route to reach your client base, Twitter is a very very difficult discipline.

The funniest example I could find (for those not involved anyway) was by one AT&T customer service representative that appeared to ‘go rouge’ on her employers.  Although coming from her own personal Twitter account, Rachael Pracht decided to reply to a journalist regarding an article he had written regarding AT&T’s service.  She took offence responded over Twitter:

“This is bullsh*t, I am an AT&T customer care rep & if I credit every crazy person who called in I’d get fired.” 

Sadly Rachael bit off a little more than she could chew and Siegler decided to screen grab her Tweets and post a full article on the popular website techcrunch.com. Oops Rachael.

So before you give the Twitter account to the tea boy remember that people are actually listening to what ‘you’ have to say.  Once a mess is created it is there and can become a really big headache to cleanup.  Just as those loose lips could sink ships back in 1944 carless Tweeting can damage your Brand Reputation in 2011.

So what guidelines would we suggest?

1)    Do not Tweet anything you would not say directly, face to face, to the person.

2)    Ask yourself, “Am I happy for all my followers to read what I am about to say?”

3)    Double-check your tweets!  (This simple rule can avoid a multitude of sins.) 

So next time you sit down to discuss your Twitter strategy please think carefully.   Who do you trust to be the voice of your company?  In 2011 that voice is active and influential to your brand’s reputation 24/7.

In Conclusion:

Have some guidelines in place.  If the person/s in control of your Twitter account also have a personal account make it plain that neither should meet…EVER.  Or be linked…EVER.  Caution & Common Sense is the mantra.  

Leia Mais…

D.I.S.C. Event - Olympic Athletes & Their Doctors

Enjoy a Q&A with Matt Fuerbringer about his personal experience training for the 2012 Olympic Games and what he does for preventing common injuries.

It's not very often that you get to meet a World class professional volleyball player in the flesh, but Thursday 31st Matt Fuerbringer is teaming up with his doctor, Jim Wang, DPM, D.I.S.C Foot & Ankle Specialist, to speak about his personal experience with foot and ankle injuries and ways to treat them without compromising his training schedule.

Don’t let a nagging pain creep up and prevent you from training or competing… Join us for a fun segment on the most current prevention and treatment. Topics include:

• Stress Fractures
• Achilles Tendonitis
• Sprains
• Shin Splints
• Planter Fasciitis
• Bloody Toenails

The event is Free and there will be a Q&A with Matt about his personal experiences training for the 2012 Olympic Games and what he does for preventing common injuries.

Meet other LATC members and DISC Doctors.

Food and drinks will be served.

When:  Thurs, March 31^st @ 6:00- 7:30

Where: DISC Sports & Spine Center
              13160 Mindanao Way, Suite 300
              Marina del Rey, CA 90292

If you have any friends who might be interested in the event then share on Facebook HERE

Leia Mais…

Social Marketing - Do I Need To Be On Twitter? Part III

For the past two days we've been answering the question, "Does my business need to be on Twitter?"

To recap, we've already uncovered two things to think about before we answer this question:

1) Is your audience there?
2) What do you want to achieve?

Now we look towards a more pragmatic issue, "Do you have the time to interact?"

3) Do you have the time to interact?

If you don’t have the time to answer a direct tweet, please get off Twitter (I’m sorry but this is something I feel very strongly about).  If you schedule tweets that offer nothing to your audience, please get off Twitter.  If you want to ignore a complaint on Twitter because you don’t want to ‘get into it,’ please get off Twitter.  If you want to shoot out twenty Tweets a day with no interaction, please get off Twitter.

There are no hard and fast rules on how much time you should spend tweeting.  Many Celebrities will Tweet once a week, sometimes less, and still achieve their goals.  There is however a general consensus that interaction should score high on your list of do’s and don’ts. Most of us are on Twitter to achieve openness, a better customer experience, to resolve issues. This takes time, effort and true interaction.

An example of why you should interact? It is all very well sending special offers out into the Twitterverse, but if you don’t answer a query regarding the offer then you’ve wasted your time.  This is not a one-way street - INTERACT! 

4) Are you prepared to listen to your audience?

If we don’t listen effectively then we can’t interact effectively.  Please remember - This is Social Media, not Tech Media.

People follow Brands on Twitter for personal gain e.g., for latest news, deals, to communicate their experiences and to voice their satisfaction/grievances.  As the voice of your company/brand on Twitter you better be ready to listen or your going to fail miserably.  Use the tools out there to monitor what people are saying about you and react accordingly.  If someone is complaining about your service make sure you try and resolve the issue and learn from it.  If you don’t show that you are listening then your customers are going to feel like they are talking to a brick wall.  This is not good and renders your time on Twitter worthless.  Listen - Learn - Adapt.

Leia Mais…

Social Marketing - Do I Need To Be On Twitter? Part II

Yesterday we asked the question, "Do I need to be on Twitter?" Checking that our audience is actually there, we now ask ourselves "what do we want to achieve?"

2) What do you want to achieve?

So lets say you own a dry cleaning service.  You’ve found your audience is active on Twitter.  Why on earth would they follow you on Twitter?  What do you want to achieve?

Scenario 1 

You want your Dry Cleaning service to appear current and tech-savvy for that competitive edge and you’ve been told that your company will implode if you don’t have a Twitter Account.  You start your account; begin adding as many people as possible and start shooting out Tweets, most probably along the lines of:

“Come to our Dry Cleaning business”

“Visit our Dry Cleaning business”

“HEY, WE ARE A DRY CLEANING BUSINESS SPEND YOUR MONEY WITH US”

The main offenders of these types of tweets, from my experience, are bands (although it’s more about their latest album than their dry cleaning business…obviously).   

Scenario 2

Your Dry Cleaning service is looking to promote exclusive deals and coupons for your customers (OK, I’m intrigued).  You respond to direct messages from your followers to provide a better customer experience (OK, so you are real). You will openly interact with a Twitter follower regarding a complaint (OK, so this is a new forum for customer relations and satisfaction).

Scenario 2 shows exactly what you want to achieve – more customers, and satisfied ones.

Conclusion: Make sure you know what it is you want to achieve.  Once you have your objective you can make an informed decision on whether or not Twitter will reach these objectives.  If you don't believe you can reach your objectives by using Twitter...then don't use it.

Examples of companies that have clearly asked themselves what it is they want to achieve:

JetBlue Airways – JetBlue provides their followers with the latest updates on in-flight services, new travel routes, fare sales and even answer questions regarding their travel services.

TrackThis – TrackThis provides their followers the ability to track any packages sent through mailers such as UPS, FEDEX and USPS.

Leia Mais…

Social Marketing - Do I Need To Be On Twitter? Part I

“Oh you MUST get on Twitter.  Everyone is!”

The above declaration, especially in light of Charlie Sheen’s rapid rise on the platform, does appear to hold some truth.  Celebrities are being paid to recommend products; ‘trends’ reveal consumer demands and even revolutions have been coordinated on the platform.  It truly does appear to be ‘the age of the micro blog.’

But let me ask you this, “As a business, do you need to be on Twitter?”

With more and more blogs writing about the do’s and don’ts of Social Marketing it can feel that, for your brand/product to have any chance of survival in a rapidly changing landscape, you must have a Facebook Page, Facebook Group, Twitter Account, Blog, YouTube Channel, Foursquare Account, and a MySpace account…or is it delete your MySpace account?  The jury is still out on that one.

So what is Twitter?

According to Wikipedia, “Twitter is a social networking and microblogging service that enables its users to send and read messages known as tweets. Tweets are text-based posts of up to 140 characters displayed on the author's profile page and delivered to the author's subscribers who are known as followers.”

This definition, although factually true, doesn’t explain Twitter’s pragmatic function.  For businesses, the beauty of Twitter is its immediacy, search ability and transparency.  Conversations are happening on Twitter, and some of them can make or break you. 

“So I do have to be on Twitter then?”

Well yes…and maybe no.  Before you start registering your account and begin tweeting ask yourself some very important questions:

1) Is your audience there?

2) What do you want to achieve?

3) Do you have the time to interact?

4) Are you prepared to listen to what your audience has to say?

1)   Is your audience there?

We have coordinated many successful campaigns over Twitter and some, as the platform was developing into what it is today, not so successful. In the early days we were learning just like everyone else but through analysis of our results it was clear why ROI just wasn’t there; because the audience just wasn’t there.

It doesn’t matter how effective you are at constructing the perfect tweet, if no one reads it, you’ve wasted your time.  Clients who see a massive ROI on their Facebook page might not see any positive results coming from Twitter.   That’s why it is always best practice to ensure your target audience is using Twitter first, especially since Twitter can consume so much of your time (more on that tomorrow).

Leia Mais…

Achievements in Publicity

Priority PR Clients Gain Top Notch Media Exposure in First Quarter of 2011

Seizing 2011 as a year with ample opportunity for media exposure, Priority PR has already scored major media placements for its clients, landing high level publicity breaks in outlets including The New York Times, The Financial Times, Time Magazine, The Los Angeles Times, Le Monde, Le Figaro and The Vancouver Sun.

Kicking off the year in high achievement, Priority PR secured a feature in The New York Times for its client Rainmaker Entertainment.  Catherine Winder, the president and executive producer of Rainmaker Entertainment, was profiled in Adam Bryant’s column, “The Corner Office,” on January 2.

In mid-January, on behalf of its client MGM Studios, Priority PR handled the rollout of Me-TV, a television network offering classic television sitcoms, dramas and classic commercials and targeted for digital broadcast stations.  Garnering widespread media coverage in both the U.S. business and entertainment trade press, Priority PR secured major hits including coverage in Time Magazine’s Tech Blog and a feature in The Los Angeles Times. 

Completing another major assignment in January, Priority PR worked with The Financial Times and landed a feature story on media entreprenuer Harry Sloan, who spoke exclusively with journalist Matthew Garrahan on the need for the entertainment industry to adopt new business models on a global scale.  The story garnered global pickup, running online and in the print edition of the Financial Times.

In February, Priority PR managed a press junket in Paris on behalf of Sundance Channel with “Mad Men” creator Matthew Weiner and series stars Christina Hendricks and John Slattery.  With “Mad Men” series 1 joining the Sundance Channel in France in high definition, Priority PR secured more than 40 French consumer outlets to attend the press junket held at the Royal Monceau Hotel in Paris.  Coverage was secured across the board in major media outlets.

Priority PR was active in this year’s Oscar season and worked closely with Craig Berkey, one of the top sound designers in the feature film business.  Berkey has been nominated for two Academy Awards for his work in the Coen Brothers’ acclaimed remake of True Grit, for sound editing and sound mixing.

Jeff Pryor, the head of Priority PR, said, “Suffice it to say, when we step up to the plate, we go for the home run and we have a strong swing which has help us to build an impressive track record of consumer, business and financial press coverage for our clients.  The hallmark of our company is to produce results for our clients.”

At the upcoming Film Finance Forum West presented by Winston/Baker in Association with Variety on March 8-10, Priority PR clients will also be participating in the event as panelists.  

To access coverage mentioned in blog click here.

Leia Mais…