Wednesday, January 16, 2019

Measuring YOUR Social Media Impact?


Here's how major brands measure social media impact..

In 2017, then-16-year-old Carter Wilkerson jokingly asked Wendy’s on Twitter how many retweets it would take to score him a year’s worth of free chicken nuggets. To Wilkerson’s disbelief, Wendy’s actually responded “18 Million,” and he pleaded with the Twitterverse to help him reach that noble goal.



That Twitter exchange has since racked up 3.5 million retweets, breaking the record Ellen DeGeneres set with her 2014 Oscars selfie.

Wilkerson got his nuggets in the end, and Wendy’s earned a flood of praise and positive press for the virality of the social media interaction.

Within 6 weeks, Wendy’s had earned 2.5 billion media impressions and 5 million mentions of Wilkerson’s quest for nuggets, increasing overall mentions of the brand by 376 percent.

Businesses pay a lot for that kind of virality -- it’s a dream come true for content marketers everywhere. But what kind of impact does Wendy’s social media activity have on its bottom line? What’s the right way to measure this kind of customer engagement, and does Wendy’s sell any more chicken nuggets as a result?



How To Measure Social Media ROI

Measuring return on investment (ROI) is relatively easy for businesses that can tie their social media metrics directly to financial gains. When a direct-to-consumer brand invests $10,000 exclusively on Facebook ads and tracks $30,000 in online sales, for example, they know the monetary return of their social media efforts.

But many businesses don’t have that luxury. Wendy’s, for example, does not sell its hamburgers online through easily-trackable lead funnels. Measuring social media ROI can be difficult, and the challenges are in some ways unique to the nature of the platforms.

Nowhere else do businesses have customers engaging on a single channel for so many different reasons. Wendy’s Twitter account, for example, fields customer service complaints and interacts with superfans while simultaneously roasting competitors and promoting new deals.

"Never before have we seen so many departments with overlapping business objectives having to play in the same sandbox,” said Teresa Caro, the SVP of Marketing at Atlanticus. “Each department has its own KPIs, which poses a tremendous challenge when it comes time to measure the impact of any one individual social media campaign.”


That challenge can be lessened by detailing ahead of time what success means.

“You have to tailor your objectives, goals, and KPIs for each individual campaign,” suggests Ben Ricciardi, CEO of the full service agency Times10. “If the goal is sales, then you’ll measure success by your financial return. If the goal is brand awareness, then you’ll measure the impact by impressions, followers, or views.”

But, experts warn, it’s a mistake to conflate the two. Trying to measure financial return on a brand awareness campaign, or vice versa, is where ROI conversations get incredibly messy.

“When you have an organic audience on social, the value you provide them is different than an advertisement,” explained Todd Lombardo, Managing Director of Brand & Social at creative agency The Many (previously Mistress). “The measurement should reflect that.”

To measure improvements in brand awareness and loyalty, social media channels offer the usual metrics like followers, views, impressions, shares, and comments. Though these measurements sometimes get flack for being ‘vanity metrics,’ that criticism typically stems from business owners whose goal on social media is direct sales rather than brand awareness or brand loyalty.


Ricciardi encourages businesses not to underestimate what it means to grow their organic following and engagement on social.

“Choosing to follow a brand means they're sharing something compelling,” Ricciardi said. “When people follow you, they’re making it clear they have loyalty towards your brand and the content being shared.”

Caroline Kalentzos, the CEO of PR and branding agency POSH PR, agrees emphatically.

“We know that younger audiences have no problem switching brand loyalty, so likes, comments, and shares are crucial components to defining a social media account’s success,” Kalentzos explained. “At the end of the day, a client who feels ongoing intimacy with your brand is more valuable than a one-and-done client.”

From that perspective, Wendy’s return on investment is pretty easy to measure. Assuming brand loyalty and awareness is the goal, then the stats speak for themselves: 213,000 new Twitter followers, 23.9 million visits to Wendy’s Twitter profile, over 2.5 billion earned media impressions from 1,076 placements, over 5 million online mentions of Carter's quest for Wendy's nuggets, and a 376 percent increase in mentions of the Wendy’s brand.

If, on the other hand, increased sales is the goal, then measurement gets much trickier.


To Measure Financial ROI On Non-Financial Goals, Wider Is Better

In some ways, the difficulties of measuring financial ROI on social media are no different than the ones businesses face with other media outlets. When Wendy’s earns 2.5 billion impressions, it has to assign a monetary value to that level of consumer reach to get some semblance of monetary ROI.

“Major brands have been doing research around impressions and engagement levels and the corresponding increase in sales,” explained Caro, who has years of experience working with top brands on social media. “It’s very much like measuring the impact of a TV advertisement.”

But solo measurements can only go so far. Consumers today move seamlessly between channels within seconds -- from social media on their phone, to a subway ad, to a billboard, and back to their phone again to check email. For businesses looking to tie non-financial goals back to their bottom line, experts suggest widening the measurement scope.

“There is no easy way to financially quantify what each social media interaction is worth,” Ricciardi explained.



“It’s much more effective to take all the marketing channels you’re budgeting for and compare it against the general lift or decline you see in sales.”

Guest Authored By Ryan Erskine. Ryan serves as Manager of Client Services at BrandYourself.com, a leading online reputation management firm, and the first DIY platform that makes it simple for people to take control of their own search results. Clients and employees are Googling you and your company every day, and BrandYourself helps you improve what they find. Erskine empowers individuals and businesses to develop their personal and corporate brands, take control of their search results, and position themselves as thought leaders in their industries.

Ryan Erskine is an expert in online reputation management and digital branding and has worked with everyone from c-suite executives and U.S. politicians to middle market professionals and college graduates. Follow Ryan on Twitter.





"In other words, a more accurate financial correlation comes from measuring an entire marketing mix, and aligning it holistically with a brand’s business objectives.

With that in mind, we can begin to understand how Wendy’s might measure the financial impact of its activity on social media.

After all, the brand enjoyed a 49.7 percent increase in profit from $129.6 million in 2016 to $194 million in 2017. It may be impossible to know how much of that increase is due to the #NuggsforCarter campaign in particular, but with a wider perspective that looks at all of the brand’s marketing activities, Wendy’s could get pretty close.." -RyanErskine


  • Post Crafted By:
    Fred Hansen Pied Piper of Social Media Marketing at GetMoreHere.com & CEO of Millennium 7 Publishing Co. in Loveland, CO. where I work deep in the trenches of social media strategy, community management and trends.  My interests include; online business educator, social media marketing, new marketing technology, skiing, hunting, fishing and The Rolling Stones..-Not necessarily in that order ;)
Follow Me Yonder..                     Instagram

Tuesday, January 15, 2019

How Social Media Changed YOUR Public Relations?


Video: Five ways social media has changed the PR industry..

From instant communication to influencer marketing -- it's no secret that social media has changed the way we see the world. But what does that mean for PRs?

Take a look at the ways social media has changed the PR industry:


Social media is not only becoming an increasingly important part of our personal lives, but also our professional ones -- especially in industries like PR.

Why? Because social media is a platform that allows PR pros to stay on top of current trends, create sound communication strategies for clients and build approachable brands. But in order to leverage the power of this platform, they first need to know how it'll impact their daily operations.






"As social media platforms have evolved into full-blown communication channels, more brands are relying on these platforms to reach their target audiences.." -DeepPatel


  • Post Crafted By:
    Fred Hansen Pied Piper of Social Media Marketing at GetMoreHere.com & CEO of Millennium 7 Publishing Co. in Loveland, CO. where I work deep in the trenches of social media strategy, community management and trends.  My interests include; online business educator, social media marketing, new marketing technology, skiing, hunting, fishing and The Rolling Stones..-Not necessarily in that order ;)
Follow Me Yonder..                     Instagram

Thursday, January 10, 2019

YOUR Small Business Communication Strategies?


It's not all about social media: Why you need a more wholesome communications strategy to grow your business..

The over reliance on just social media needs to stop. It's one part of your arsenal, but it shouldn't be your only focus point.



Social media has done a great job of creating disruption to what was once a money-hungry and egotistical industry: media and public relations.

But the dust is finally settling. We're starting to peel back the layers on the tweets, the engagement, the clicks, and the views, and it's not the holy grail that many have been touting it as. As someone who's worked in media for over a decade, I've seen the peaks and troughs of countless campaigns, and the resounding success that can come from people talking about your brand and business- if you use communications effectively.

Notice how I used the word communications, and not media? For too long, we've relied on this outward approach to connecting with stakeholders through a one-way form of communication, and along the way, we've forgotten, especially as entrepreneurs, how much coverage can mean to one individual business. It's one thing if we tell you we're great; it's another if 10 other people validate that on their platform. Entrepreneurs should be great communicators on every platform to get their message and call to action out to their customers - so, where are we missing the mark?



Firstly, the over reliance on just social media needs to stop.

It's one part of your arsenal, but it shouldn't be your only focus point. Crafting captivating images, witty captions, and cohesive feeds may suit certain brands, but for many startups, it may not be the right choice for you. By now, you should have done your homework to know where your customers are most engaging, and how they want you to be a part of that. If not, go back to square one, and narrow down your customers habits. This should be the beginning of your communications strategy- knowing how to get in front of your customers.

If you've spent the time and effort to create a product or service you know people want and need, you should have a fairly good idea of their day-to-day habits, their likes and dislikes, and where they stand demographically, socially, and geographically. Communications strategies take all of these factors into account, and create messages, pieces of information if you will, that specifically speak to your target customer to get them to engage with your product or service. Without these, you have no clear direction to go in, or a way of effectively targeting potential customers for sales.



Secondly, don't overlook traditional media platforms like print, radio, or television.

Established networks allow you to piggyback on their exposure if you have a great story to tell, or a news hook. Your starting up of a company isn't going to be a headline unless you've already exited a previous startup, and your name has already had coverage. However, if the angle or hook is that you've just received another round of funding, or that your product has now been used by 1000 people, and you release data to show that your industry trends are changing, that's something to talk about. Having a good communications strategy in place will allow you to create these types of talking points based on your specific industry.

It's also worth noting that traditional media outlets have embraced the digital age. You now have print magazines with online editions, radio shows that are recorded and placed online as podcasts, TV shows, etc. on social media platforms. It's a kill-two birds- with-one-stone strategy: create a convincing hook to attract attention from producers or editors, get coverage in print or on a live broadcasting show, and you'll automatically appear on their digital channels. Not only that, but a new study by YouGov shows that "local newspapers are the most trusted source for local news and information, and more than three times more trusted than social media sites."



Third, it's important to know that you as a founder are the very first ambassador for your brand, and your employees should be too.

It's a theme emerging from Silicon Valley whereby employees are invested and engaged in the overcall company mission, and by getting that by in from day one, you create loyal brand ambassadors for life. That is well before you even take your product to market.

Think of the likes of Uber, Google, or Bumble.

These companies have all showcased their employees at tech conferences, industry events, and panel discussions to represent the brand in front of hundreds of thousands of people, and that type of coverage stamps your market on the world stage.



At the end of the day, we're in the business of making money, and having a return on our investments.

Would you rather have 10,000 likes, or $10,000 in the bank? If the latter is the case, then it's worthwhile investing in a communications strategy to be able to effectively connect with your customers. If your focus is solely on creating a captivating Instagram feed, then you're just creating a captivating billboard for your business. It's time to start thinking about investing your time gaining coverage in other media channels that have a captive audience, and then converting those fans into customers.

Guest Authored By Anna Roberts. Anna is a radio and TV presenter in Dubai, & founder of Nudge, a communications advisory specializing in public speaking and media training. Anna has interviewed the worlds most high profile sports stars and corporate leaders and believes that business success stems from authentic and effective communication. Her belief is that everyone should have the tools and confidence to give their ideas a voice, from entrepreneurs pitching for investment through to keynote presentations. See her work across print regional publications and online on her website where she discusses everything from how to handle a media scrum through to elevating your confidence on stage. Follow Anna on Twitter.





"The over reliance on just social media needs to stop. It's one part of your arsenal, but it shouldn't be your only focus point.." -AnnaRoberts


  • Post Crafted By:
    Fred Hansen Pied Piper of Social Media Marketing at GetMoreHere.com & CEO of Millennium 7 Publishing Co. in Loveland, CO. where I work deep in the trenches of social media strategy, community management and trends.  My interests include; online business educator, social media marketing, new marketing technology, skiing, hunting, fishing and The Rolling Stones..-Not necessarily in that order ;)
Follow Me Yonder..                     Instagram