Monthly Archives: March 2013

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Fun Fact Fridays: 15 Interesting Nuggets about Digital

Fun Fact Fridays: 15 Interesting Nuggets about Digital

Like many of you folks, I love reading. I especially love reading different articles about how digital media is changing the how we communicate with our audience. DigiDay posted this nugget this morning. Here is an excerpt of the 15 facts:

  1. 2 billion: Number of online video views for the 76 episodes of Chinese drama “Zhen Huan Zhuan.”
  2. 72: Number of hours of content that’s uploaded every minute to YouTube. (YouTube)
  3. 85 percent: Amount of smartphone/tablet owners who use their devices while watching TV at least once during the month (Nielsen)

Social Digital Media

So what does this mean for communicators and marketers? To me, this is a clear indication  that we must produce quality content that people can:

  1. View.
  2. Share while multitasking.
  3. Want to talk about.

Easy tasks right? I think the above is if you take the position like Hubspot, the inbound marketing company, in which all project answer this question, S.F.T.C.

Solve For the Customer.

Your Number One Asset in Branding

Communication folks  often evaluate who is their best audience/channel for  projects. Who’s the target? Primary? Secondary? But more times than not, we forget to add the biggest audience we have in our corner: our employees.

I recently chatted with AMA’s Marketing News reporter, Christine Birkner about the importance of using employees in rebranding.

AMA Marketing News

AMA Marketing News

Leverage employees is key to winning the messaging battle.It is your ace in your hand because employees are vested in telling their story. Financially anyhow.

If your frontline folks don’t know what the key messages are, you are losing the game. Period.

I was wrong (kinda of) about Google +

When Google+ took the social media audience by storm back in Spring/Summer 2011, I was skeptical. I thought to myself, “Awesome, another platform that I may need to use.” In the beginning, I wasn’t sure how we were going to use it. I had attended the Vocus conference back in 2012 where Tim Reis, director of mobile and social advertising at Google discussed the next five years of Digital. He discussed Google+ and it was pretty cool, but I was still skeptical. Like most social media platforms, you need content to feed the machine.

What I didn’t realize then is there are some hidden treasures within Google + that communications and PR folks should use. The first hidden gem is Google Communities. If you are thinking, “ is this like LinkedIn groups?” the answer is no, it is better. It is better for a few reasons, but one of my favorites is how interactive it is. I recently posted an article in one of PR communities regarding grammar. Who doesn’t love grammar?  It garnered 18 comments. You read that correct 18. All from a blog article that I saw and posted to this community. That engagement is GOLD.

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Second hidden gem is G+ Hangouts. I recently did an interview with another blogger using G+ hangouts and it was awesome. Similar to Skype, you can see the other person and vis versa. But, what is the hidden gem is you can record the hangout and rebroadcast. Huzzah, content for all! Great video by Google on recording and other rad features. And bonus, that you can easily pop that video into YouTube has featured in Fast Company last month.

Now as I alluded in the headline, I am kinda sorry I thought G+ was a waste. Kinda because in 2011 the only folks who were online were developers and other software mavens. I didn’t see the value in it until now because my folks (Communications and PR) were not getting involved. So it’s a lesson for me and perhaps other that the new kid on the block needed some time to grew up. Also,  back in 2011 Google+ wasn’t relevant to me just yet. It wasn’t until other folks were using it did I consider using it myself. I am glad that I created my profile back in 2011 because I am using it so much more now. I am using it to feature my blog and other articles through the feature of authorship. I use it to interact with other folks and post articles to communities that others find helpful. I believe Google Plus has just hit the tip of the iceberg in terms of creating engagement. I am eager to see this platform grow because it is offering more interactive and truly social tools.

Before Return on Investment, Get on the same #SocialMedia Page

If you were in DC for #SMWWDC, some folks might have checked out @SocialOgilvy presentation on It’s More than the Like, Measuring Effectiveness in Social Media. If you missed it, Social Media Week did a recording that I highly recommend you check out (there is a lot of dead time in the beginning, I recommend forwarding to the 10 min mark.)

I really dig this presentation. While I watched this presentation, I kept think, “But, how many folks REALLY set objectives and metrics for their program(s)?”

Before getting to ROI, we need to get all our stakeholders on board with the concept of measurement, what that means, and what we plan to do with the data (if anything). I know the presenters assumed this was a given, but I kept wonder if all folks think about it before getting to the ROI?

Before you set up your next social media project and campaign think about these three steps:

Step 1: Does your stakeholders care to understand what the end game is?

Forget about KPIs for a minute.  I know this seems completely ludicrous to say, but I don’t think most folks using social media are evaluating whether it works. Seriously, I think the reason we even discuss social ROI is because many are trying to figure out what this means. I think when you met with your internal folks the lines should be clear: these are the inputs (we plan to do XX for XX length of time), these are the outputs ( at the end of the campaign we expect to see XX change/ more XX), this is how we measure if we were successful (if we effect change then we should see a movement in XX). You can only have a ROI if you invest money and resources. So you cannot calculate ROI with TRUE investment.

But I wonder if folks even get to this stage? I suspect most people skip this because it is too hard and the channels are too easy to set up so why bother measuring.

Step 2: Define ROI in terms people terms.

Beyond likes. This piece is what I LOVED about the presentation. Beyond the vanity of how many people are liking your page. What does success look like? What actions are you trying to persuade your audience to take. Harvard Business Review posted an excellent article on why social media metrics fail. I don’t completely agree with all the points, but i do agree some of the metrics we use are to make folks feel good about their efforts. Especially, the reference to vanity metrics such as “followers, likes, etc.” What should be the focus is did it affect engagement. Are more folks engaging with you online versus another channel. Is social media impacting customer support for example. Define terms that people can get on board with. Easier said then done.

Step 3: Prepare for Haters

Even if you get through to Step 2, there is always going to be someone who negates or challenges the metrics. Accept now. Haters hate because you/your team had the hutzpah to put things to paper and make a plan. Don’t hide from them. Embrace them.

While I don’t agree you cannot measure social media completely, I think we as practitioners do not do a good job of define what success looks like, therefore, are caught in a cycle taking metrics and trying to squeeze social into them. Too many folks get caught in the place of “I need to show ROI” versus “Did we outline our campaign well to show change or action?” Semantics maybe, but I think it is more important to get on board how you plan to use social media than what the ROI is.

My Thought for Today: Meetings

After a several meetings today, I came across this image of Seth Godin that made me smile.

Communication

So, here’s the thing: If you are hosting a meeting think about what outcome you want to have occur. Think about the experience and what folks will walk away with. If you are just regurgitating what you sent in an email then stop what your doing. As a communicator, I painstaking think about how I communicate and what results should come of my meetings. Wish other folks would do the same.

Maya A