Mike’s Blog

Social Media & CRM?

social crm

social crm (Photo credit: Sean MacEntee)

The link between Effective CRM lies with Social Media

Social media has revolutionized our world today. Now when customers have an issue with a product or service, they talk about it on their social media pages. Marketers were fast to capitalize on the advantages of of social media, now companies would be wise to look into ways they can take advantage of Social Media and CRM.

There are several easy steps to utilizing Social Media for CRM, the easiest way to start is to stay on top of their current social media pages. Hiring a Social Media Manager, if you can afford it, is the ideal base to maintain consistency in your posts as well as making sure someone is there to respond  customers concerns. If customers feel like they are talking to a real person they are more apt to interact. Though negative comments will arise as people are more likely to complain than to praise you, but its important to not remove complaints, unless they are offensive.

Remember, the key to a winning CRM plan starts with being accountable, after that just keep up with it and enjoy the ride to the Social Media Super Highway.

http://www.businessweek.com/articles/2012-06-08/how-social-media-is-changing-crm

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Social Media ROISting Rays

A Sea of Confusion

In the old days, measuring ROI was difficult to say the least; marketers really never knew the effectiveness of a campaign until months after its conception. Now with social media in the game, marketers are left with an entirely different problem, they have too many ways to gauge effectiveness. How can this be an issue, how could this possibly negatively affect a campaign? With the overload of options, choosing the correct method can get lost in the sea of options and choices. Finding the right way to measure a campaign is extremely vital to the accuracy of the projected and actual ROI. Pre-launch analytics serve as the best way to determine the ROI, although it sometimes never translates to actual profit. Having an effective social media campaign is not just about how many impressions you got or how many likes and follows. It’s about profit and loss margins at the end of each quarter, making ROI almost as much as it was i

n the past. Before we had no options, now we have seem too many.

http://www.clickz.com/clickz/column/2178428/14-social-media-roi-metrics

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Evolution

Social Media Marketing

Adapting to change

The dream of any marketing team is to have their brand name positioned as the number one choice amongst potential customers, period. Companies like Nike and Starbucks are two examples of fully integrated not to mention groundbreaking branding campaigns that most agencies can only dream of achieving. Seth Godin talked about how insignificant advertising has become as the clutter of mass media’s belligerent in-your-face approach reached an all-time high, this was in 2003. The example he gave was regarding passing a cow while driving, for the majority that have seen cows before will pass by as if it were invisible.

This concept breathes life into the importance of social engagement in our modern society. Getting your prospective audience’s attention has become a cat and mouse game of who, what, where etc. The focus has switched from gaining attention to gaining interest and engagement. Social Media has revolutionized the way we as a society connect and communicate. It’s fascinating to wonder the direction social media will go, will it continue to be marketing taboo, or will it just end up being another cow on the side of the road.

Marketers never before had an advertising medium that offers immediate analytical statistics that accurately determine the effectiveness of a marketing campaign. In the not so distant past, marketers were forced to make surveys and form focus groups both before and after the launch of their campaign. In the past, the only sure fire way to gauge a campaign was at the end of the years profit/loss margin. Now with “likes” and “followers”, marketers can get a good feel on what to say and when to say it to maximize the reach and frequency of their message.

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Going Viral

So there’s this Man-Chicken right?

chicken

chicken (Photo credit: davemc500hats)

A Florida based advertising agency Crispin Porter + Bogusky (CP + B) created a ground breaking viral campaign involving a man in a chicken suit, and a command bar. Aptly titled “Subservient Chicken”, users gave a man in a chicken costume commands like “do a flip” or “lay down”, only to be amazed as a video then played of the command being executed.

The longer people spent on this page, the crazier the request became. The entire campaign was funded by Burger King, with the hopes of catching peoples attention. Well that they did, since launching in 2004, they reached 450 million hits, 15 million hits occurred in the first 5 days! Numbers like this were only possible through millions of spent dollars along with millions of wasted dollars. How could a small creative agency create something so explosive with only a man in a chicken costume? Welcome to the mystery that is virility.

http://www.subservientchicken.com/pre_bk_skinned.swf

Check it out

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Got Smartphones?

Apple iPhone 3GS, Motorola Milestone and LG GW60

Apple iPhone 3GS, Motorola Milestone and LG GW60 (Photo credit: Wikipedia)

Where have all the desktops gone

Though big in 2010, smartphones have taken over the social media world in 2012. As each day passes, more and more people are using their smartphones to access their social media accounts. 300 million+ Facebook mobile, 160 million twitter mobile, 320 million Youtube videos were accessed via mobile. These numbers have tripled from 2010 and continue to grow.

Now that social media has become mobile, society has reached a level of connection only once dreamed of a few decades ago. A large part of the move to mobile is SMM, Social Media Management. The more people engaged, the more businesses have to keep up with posting engaging content. SMM help to provide consistency and quality to an otherwise guessing game of what’s hot and how much you should post about it. I don’t believe it’s justifiable to add a mobile stage due mainly to it being more of an enhancement to an already existing medium.

A great example of a company using these 10 steps to perfection would be the show The Vioce. The Voice used social media to its full potential, adapting what shows like “American Idoland “Dancing With The Stars created. They transformed the light conversation that it was into a 24/7 non-stop discussion with videos and blogs all about “The Voice. I feel like this show has taken the ten steps as well as capitalizing on the true potential of what mobile social media has become.

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Pinterest featue in Metro - 27th February 2012

…and they say it couldn’t be done

 Using Pinterest as a Social Media Campaign

In this campaign, which ran last week in Israel, Kotex found 50 “inspiring” women and looked at what they were pinning on Pinterest. What they did was send out a 50 “virtual gifts” to these inspiring women. If they pinned the virtual gift on their Pinterest wall they were sent a real version of whatever was

pinned. Smoyz, the agency behind the effort, claims nearly 100% of the women posted something about their gift, not only on Pinterest, but on Facebook, Twitter and Instagram. In total, there were more than 2,200 interactions based on the 50 gifts.

Smoyz realized the total value gained compared to the money spent was inconceivable. They hand picked these inspiring women based mainly on their individual networks, and you can only image how large they actually were. There’s nothing more valuable to a marketing campaign than organic interaction. Engagement is key for marketers to show the effectiveness of their campaign. Accountability has become increasingly present in advertising today thanks to complicated algorithm based analytic software. Creative directors share the same pass fail grade as their campaign managers, account handlers and other management positions.

Kotex Womens Inspiration Day

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Profile shown on Thefacebook in 2005

Facebook…from relationships to contracts and beyond

With all the controversy surrounding the development and creation of Facebook, not even Mark Zuckerberg could have predicted what it has become. Facebook has over 600+ million registered users, that’s would be the 3rd largest country in population behind China and India. Marketers have the open door to reach this 600+ million person database at no charge.

Although PPC advertising is how Facebook makes most of its money, agencies still have the option to run smaller operations with little overhead. Before, to reach 600+ million people, you would have to run a global campaign that would cost millions of dollars. The old saying goes, half of all advertising money is wasted, if only you knew which half.

The possibilities now attainable with Facebook and other social media websites are far beyond anyone’s wildest expectations. Effectiveness in social media marketing can be measured in likes and followers, instant results. Developing interesting content can literally transform an agencies perceived capabilities, size no longer matters. What matters is what you can do and how good you can do it. Now smaller agencies can compete with talent and persistence and need not to worry about offshore bank accounts and yacht club dues…but I’m sure they wouldn’t mind.

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iPhone 2g, iPhone 3GS, iPhone 4

iPhone 2g, iPhone 3GS, iPhone 4 (Photo credit: reticulating)

Got Smartphones?

Where have all the desktops gone

Though big in 2010, smartphones have taken over the social media world in 2012. As each day passes, more and more people are using their smartphones to access their social media accounts. 300 million+ Facebook mobile, 160 million twitter mobile, 320 million Youtube videos were accessed via mobile. These numbers have tripled from 2010 and continue to grow.

Now that social media has become mobile, society has reached a level of connection only once dreamed of a few decades ago. A large part of the move to mobile is SMM, Social Media Management. The more people engaged, the more businesses have to keep up with posting engaging content. SMM help to provide consistency and quality to an otherwise guessing game of what’s hot and how much you should post about it. I don’t believe it’s justifiable to add a mobile stage due mainly to it being more of an enhancement to an already existing medium.

A great example of a company using these 10 steps to perfection would be the show The Vioce. The Voice used social media to its full potential, adapting what shows like “American Idoland “Dancing With The Stars created. They transformed the light conversation that it was into a 24/7 non-stop discussion with videos and blogs all about “The Voice. I feel like this show has taken the ten steps as well as capitalizing on the true potential of what mobile social media has become.

5 responses to “Mike’s Blog

  1. Mike, I like your take on the Pinterest blog. Seeing how an international company in a foreign country uses Pinterest in such a brilliant way is very interesting. It’s surpising to me how successful Smoyz was and how they not only got feedback on Pinterest about the gifts but all the other major social networks too.

    – Zachary Bunn

  2. Mike,

    You are right there is a “Sea of Confusion” with social media. There seems not be one leader and everyone will recommend a different site. One needs to keep in mind the goal of ROI in the promotion…often that is forgotten.

  3. I never considered that the deluge of options for measuring the effectiveness of social media could be an issue. It’s very interesting to see how it’s essentially information overload and choosing the wrong or lesser option could be disastrous. It’s unusual that in 2012 when we all have information about everything at our fingertips that too much information and too many measurements could be a bad thing.

    – Zachary Bunn

  4. The chicken video is awesome and inspiring. Not so much on the quirkiness of it, but more on the capabilities and new way of doing this to entice an audience to stay and not leave

  5. Your blog on going viral, featuring the video of the man in the chicken costume leaves me flabbergasted: is it really that easy and simple to go viral? Dress a man up in a chicken costume and have him do flips? Obviously not, or else viral videos wouldn’t really even exist – every video on the internet would be viral. I think the example you’ve given us of a viral video just proves that the secret ingredients of going viral are still something we’ve yet to fully comprehend.

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