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Myrtle Beach Marketing Scorecard for Myrtle Beach Businesses (by bizbuzzmediavideo)
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Why you want to create a Facebook Page, not a Profile, for your nonprofit
I’ve been chatting with Will Coley lately about nonprofits that violate Facebook’s Terms of Service, sometimes knowingly, by using a Profile to market their cause rather than a Page.
You have no way of knowing what people want
People don’t want to be your friend
Facebook could delete your profile
A visual map of your Facebook options
How nonprofits can take charge of Facebook’s news feeds
New tool: The EdgeRank Checker app shows how well your Facebook Page is performing.
It’s the heart & soul of Facebook — and few people understand it
Over the years, Facebook has become a central part of our online social presence — for nonprofits, organizations and our personal brands.
How Facebook’s news feeds work
Fine-tuning your Top News feed
- Affinity: The more often you engage with content by a person or Page over time, the higher your affinity will be for that content creator.
- Weight: As posts are commented on, liked and shared by other Facebook users and their networks, their overall weight increases, even if you’re not connected with those users. A posting with 10 comments and 15 Likes carries a greater weight than one with no comments or Likes. Not all interactions are equal. A comment probably counts more than a Like does.
- Timeliness: The more recent the post, the higher it ranks. As time goes by, its value decreases.
New tool: The EdgeRank Checker app
Did you see the other article on this subject http://ow.ly/3ThiQ
Why Facebook Matters to your business.
Pierre Rattini
CCO,CMO Biz Buzz Media
Social Media Marketing Consultant
Mobile Marketing, Lead Generation and Automated Follow up
Facebook’s brand effectiveness outranks all other social media’s branding efforts, according Brand Keys’ Customer Loyalty Index.
The index measures customer engagement and loyalty among brands in 79 different categories, one of which is social networking sites. This category has enough surprises to make us wonder whether Brand Keys’ assessment used sufficiently sized survey samples.
Brand Keys ranks MySpace second, LinkedIn third, Flickr fourth and Twitter fifth. We’d expect to see Twitter and the old News Corp. site in each other’s places. Or maybe MySpace shouldn’t even be in the top five, as many other sites have stronger brands, including FourSquare, Quora, Tumblr, YouTube and Yelp, not neccessarily in that order.
The consultancy declares that its index can help a brand forecast customer loyalty and purchase patterns over a 12- to 18-month horizon; this confuses us further if it means that MySpace will continue to rank second for another year-and-a-half. We suppose that’s mitigated by the notion that Facebook would continue to rank first over this time.
Readers, what do you make of the Brand Keys assessment of branding in social media?
From the 15th edition of the consultant Brand Keys' annual Customer Loyalty Index.
What it important is coming up with a plan that best matches your Brand with the social media platforms that best match your audience.
Would like your help and feedback...
What business are you in and what social platform best matches it?
Consumers Like Facebook's Brand, Twitter Not So Much
"When you look at the diagnostics, Facebook does rank very low in terms of security and control," but when you put all the drivers together they have a very loyal base," says Robert Passikoff, founder and president of Brand Keys, which is releasing its 2011 findings exclusively through MediaPost publications this week.
Because the research, including the "drivers" Brand Keys uses to rank brands, are induced directly from the consumers of brands, Passikoff says the data represents exactly how consumers feel about those brands relative to other brands in their categories. Among social networks, Passikoff says Facebook is a dominant No 1, because it fulfills its users expectations about their own "self-image," which is the No. 1 brand driver among online social networks, followed by "ease of connection," "security and control" and overall "brand value."
With the exception of LinkedIn, Passikoff says all of the major social networks rank relatively low on security and control, but he notes that user concerns over privacy are not enough to offset the strong loyalty and engagement consumer derive from other aspects of social network brands.
Interestingly, the Brand Keys data indicates that while security and control are important issues among social media users, they contribute less than 20% of consumers' overall perceptions about social network brands in the index, and are far outweighed by a network's ability to reinforce a user's own self-image, and to give them easy connections, two things Facebook excels at.
Interestingly, Twitter, which has become the rage among celebrity users and is making lots of noise on Madison Avenue, fares worst in the Brand Keys index, by a wide margin.
"It's very low on security and control and it's the lowest on brand value and content," Passikoff says of the perception consumers have about Twitter's brand.
The findings could be significant for the long-term success of social networks, because branding experts believe consumer perceptions about brands can affect long-term performance and financial realities. Wall Street analysts typically treat brand value as part of the "goodwill" assets of a company, which depending on the industry and category, can be a significant portion of a company's overall valuation.
Top Social Networking Sites Ranked By Brand Loyalty
1 Facebook
2 MySpace
3 LinkedIn
4 Flickr
5 Twitter
Measuring your Social Message Impact
- Post your message to your networks. Let's say a twitter feed, facebook page, and a linkedin. For example a typical Social Report message:
Step by step social campaign management with Social Report http://qoo.ly/399
- This message will appear on all 3 targeted networks (extra features such as more precise scheduling, reoccurrence and timing are also quite valuable)
- As folks click on the link from each network we are now able to precisely tell you where your clicks are coming from:
Twitter: 25 clicks
Facebook page: 130 clicks
LinkedIn: 5 clicks
- First conclusion - it appears that fans of our Facebook page tend to be more receptive to our message. This is a great first step! It would be even more useful however to find out how many of these people subscribe to our service once they read about our campaign management.
- We will go ahead and place a small conversion script on our check out page
<script src="http://qoo.ly/js/qooly.js"></script><script>client.init('1');</script>
<noscript><img src="http://qoo.ly/u1.png" /></noscript><script src="http://qoo.ly/js/qooly.js"></script>
<script>client.init('1');</script>
<noscript><img src="http://qoo.ly/u1.png" /></noscript>
- Now we are able to correlated the response with the action (subscription) and improve our marketing data as follows:
Twitter: 25 clicks and 20 conversions.
Facebook page: 130 clicks and 1 conversion.
LinkedIn: 5 clicks and 0 conversions.
- Wow! This is intriguing! Even though we got 130 clicks (responses) from our Facebook fan page - it is the twitter that brought us the most customers!
- Second conclusion: Twitter - a lot of substance, Facebook - a lot of noise.
- Seems like we have done it all at this point. Yet, one more step can make this process more complete. How can we put a dollar value on what we've just done. Let's define few parameters:
COST PER DAY (how much is our marketing initiative costing us per day?) = $1,000
COST PER CONVERSION (perhaps merchant processing fees) - $5
VALUE OF CONVERSION (in our case an average subscription is about $20/mo) = $200
Using the numbers from the example below (we ran this campaign for just one day):
21 conversion * ($200 - $5) - 1 day * $1,000 (cost per day) = $3,095
Woohoo! Things are looking good!
- Third conclusion: through our 1 day of marketing we have increased our revenue by $3,095 per year.
Was it just me or did the ads as a whole suck. There were a few bright notes in the Volkswagen and Pepsi Max ads. The majority were a waste of $3,000,000.
What did you like or dislike about the ads?
Super Bowl Ads 2011: Missed Opportunity to Connect & Inspire
Good thing for DVR as I now need to go back and watch the Super Bowl. I was too busy watching the commercials and of course tweeting the night away with all of the other marketing and advertising addicted twitter geeks!
I know the social media audience is a tough audience to please. However, from what I could see there was definitely not a lot of excitement over this year’s ads.
What was missing? In my opinion the #1 most important aspect that was missing in the majority of ads was an emotional brand connection. It seemed that many of the ads were developed by their special effects internal team or agency without a real strategy.
Yes, I know it is a bonus and goal for most to take their commercial viral. I actually had a tweeter respond to one of my tweets lastnight telling me that Super Bowl advertising is not about brand but about going viral. Hello… since when is going viral not about connecting with an audience??
I disagree 100%. Yes, going viral is great, awesome for that matter. However, if you aren’t doing such by increasing brand equity, brand awareness or sales then why the heck would you do such in the current economy. Going viral usually requires a connection of sort be it humor, sadness, anger etc.
Bottom line, connection is the key to successful marketing. Inspire your audiences to connect with you. Spending exorbious amounts of money on an over rated, over complicated commercial is going to do nothing more to inspire connection than the right message said in the right way. Often times the best ads are those that are the most simple, most easy to understand and remember.
We all have our opinions and favorites regarding the ads. The ones I remember are of course Chrysler, CarMax, NFL, Tiny Dancer and even Kia. I entered the second half with lots of cars to drive but little cravings for Doritos, soda or beer. Hmmm..maybe that is a good thing. Although I really liked the Chrysler ad, I still struggle with Eminem combined with a church choir. Something about that just rubbed me “awkward” as my 10 yr old would say.
Why was there such a focus on war, border patrol and old cowboys? What happened to the good ol’ boys sitting and watching the football game? What happened with making us forget for a few hours the wars, the drowning 401ks? What happened to making me glad I live in this country and have the freedom to buy the products I want, live where I want to live and enjoy my life regardless of if I do it in an Audi, Kia or BMW?
GoDaddy, I guess I am no longer in your target market? Hmmm… maybe that is why I own 150+ domains with your competitors? Definitely didn’t inspire me to come back with the ads you ran lastnight!?
Why base a campaign on purchasing a new home, landscaping a yard when half of America just finished foreclosure, is in foreclosure or hoping they can make it thru 2011 without such. I don’t think purchasing a new home is what most Super Bowl viewers had on their mind Super Bowl Sunday afternoon. Instead they wanted to enjoy time with family and friends, eat too much food and enjoy a few brewskis made in America.
What would I have liked to see? More of what Chrysler did. Make me feel good about my country, the brands, my life and myself. Give me hope. Help me connect to you as the advertiser. Help me connect to my neighbors, my friends, my colleagues, my family via your brand. Help me connect via the common platform we have by drinking a cold Bud Light or PepsiMax together with a fresh open bag of Doritos. Don’t show some guy licking his colleagues finger. I’d have more to say than “stop that” if one of my colleagues did that to me!?
My understanding is there was more than $200 million spent on Super Bowl advertisements this year to reach an audience of approximately $110 million plus. How many of our own homeless people could we take off the streets or how many people could we put in a car to get to work if we took even 50% of that money out and put it to good use.
Next time let’s save the 50%. We can then spend the other 50% on actually getting in a room and being creative like the old days. Spend time working on a campaign that sparks a tear, makes someone laugh out loud. An ad that brings out emotion and helps us connect with the brands we love!? Then I might be inspired to go visit their YouTube channel, comment and tell them thank you for making me feel good!
I saw very few inspirational invitations to join social networks. What a missed opportunity and social proof some of the big brands are yet to successfully leverage social media. It’s also proof they are even further away from integrating social media into the DNA of how they also leverage traditional media. The ads of this Super Bowl almost make me believe they are caught somewhere in limbo as they forgot how to do traditional advertising too?
Next time invite me into your social network. Invite me to help you with your cause. Don’t slap a cause on to your commercial and then tweet about it like you were authentic. We’re smarter than that and can see you hadn’t tweeted about the mentioned charity the past week. Funny how it happened right after the commercial went live and the negative tweets started blasting.
As a marketer I get most frustrated when I see missed opportunity. In my opinion the ads of the Super Bowl were filled with missed opportunity. From social networking, accurate representation of the charities they support, to emotionally connecting with an audience. These in my humble opinion are big misses. Intentional or not, they were missed.
Your Turn?
What was your favorite? Did you feel let down by the quality of ads? What do you feel could have made them better?
I have been on both sides of this and the finishing has always been worth it. For some reason it juts is harder then other times to finish. Has this happened to you? I find when I focus on why I am doing it helps. If I don't get motivated by my why, I rarely finish. If I must finish I find a why that matters or a bribe myself with a reward that gets me excited to finish.
Do you have any tips you can share that have worked for you?
Why do we bother finishing anything we start if it's not worth our time? And why would we leave ever waste our time working on something we won't finish? Here's why you should and shouldn't finish what you started.
Photo by Toshimasa Ishibashi
PRO: We All Want a Sense of Accomplishment
Finishing what you started gives you a great sense of accomplishment. Even if it's not something most of us consider fun—like cleaning your house—it's incredibly rewarding to know you accomplished the task anyway. You may not like every project, but if you get started you ought to finish. The sense of accomplishment gives you the self-esteem to know that you can get through anything you set your mind to, even if it's not always your favorite thing to do. You're not going to be able to always do the things you want to do, so it's best to build up a tolerance and the ability to handle the bad along with the good. In the end, you'll be a stronger and better worker.
CON: You Have to Start to Know if Something is Worth Finishing
If you come up with an idea that you think is fantastic, you may start working and find out it's a complete waste of your time. Why should you bother moving forward with that idea if it turns out to be a dud? Sometimes you have to start a project to really know if it's worth large amounts of your time. Finishing a crappy project isn't going to do anyone much good. At best you've wasted your time. At worst you'll be afraid to start new projects with the fear that you'll have to finish them even if they suck. Allow yourself to abandon things when they ought to be abandoned.
Comic by Nataliedee
PRO: You Don't Know The Future
Your life is guaranteed to be boring if you never allow yourself to be surprised. The world has a capricious nature and, if you're open to it, you might discover incredible things you wouldn't if you closed yourself off. Let's say you started watching a movie and, 30 minutes into it, you hate it. You decide to leave. Perhaps the rest of the movie will be terrible, but perhaps you'll learn something incredible or gain something more valuable from the experience that you'd be abandoning if you didn't stick around. You never know what's going to happen, and if you act like you do you'll miss out on a lot. When you commit to finishing what you started you gain new possibilities that you wouldn't otherwise have.
CON: You Know What's Important
Your time is valuable and you generally know the things that matter. If you hate something, don't waste time on it. There is not enough time in the world to remain open to everything you encounter. You can't read and answer every email. You can't finish everything on your to-do list. You can't see every movie you want to and you shouldn't. Some of them are going to suck. If you encounter a crappy movie, walk out. You have better things to do. There's a reason we prioritize our lives: if we didn't, we'd never sleep. Without priorities, choosing A over B, and cutting our losses, we'd never get anything done. Remaining open to every possibility in the world is romantic and idealistic, but it's hardly realistic. Be smart and don't bother finishing anything that doesn't seem to offer any real benefit.
PRO: You Made a Commitment, and You Should Keep It
It's one thing you abandon something on your own, but if you've made a commitment to somebody you've made a promise. When you agree to help somebody with something, they've put their trust in you. They believe you're going to help them. If it's something you might not be able to do or, perhaps, don't actually want to do but just want to help, don't commit in the first place. It's better to be unable to help in the first place than abandon someone after you've made a promise, so if you've made the commitment you better stick to it.
CON: Keeping Commitments That Make You Miserable Doesn't Help Anybody
There's no question that making a commitment to help somebody is an important promise, and it definitely sucks if you have to bail, but who hasn't been in a situation where you promise to help somebody but something unforeseen happens? Or you didn't accurately predict how you'd feel? Or you simply made a mistake? Continuing to work on a project you hate out of obligation is just going to make you miserable, and that's going to make the people you're working with miserable. Additionally, you're probably going to produce a bunch of miserable work. This doesn't help anybody. Keeping the commitment is honorable, but it's not necessarily what's best. Besides, you can always do the right thing and find someone to replace you. That's how it works when you leave a traditional job. Why shouldn't it be the same with one-off commitments as well?
