Week 14- Measuring Social Media Marketing

I reviewed three recent articles about measuring social media marketing:

1. Take the Devil Out Your Social Marketing Details
SumAll is a new data-visualization tool that links companies social media marketing with metrics such as Web traffic, how many people view a photo or status, and how many people comment or share a photo or status. SumAll is free and will always remain free, at least it’s basic services. In the future, the company will offer a premium paid service.
http://www.businessnewsdaily.com/3428-social-media-marketing-tool.html

2. Why Social Media Analytics Matters
Businesses need to be careful about what they post on social media sites, as this constantly needs fine tuning. You need to measure the size of your audience, activity of your audience, and the responses from your audience. You also need to identify patterns such as topics of interest and common themes among your audience. Metrics and measuring can provide this type of information for you, as well as makes you see what your audience is really interested in, especially if they are customers for your business.
http://www.1to1media.com/view.aspx?docid=33972

3. What Do Small Businesses Do on Social Media?
More small businesses on social media than in previous years because they are starting to realize the benefit of social media – it is a way to promote their business. Analyzing their efforts is a must because if they don’t, then they don’t know what’s effective or in-effective in their marketing, because you don’t want to waste your time. Measuring metrics is more than just counting fans, mentions, comments, shares and posts. What they need to measure is how much social media drives traffic to your site, how many leads are coming from social media, and how many new customers you’re getting from it. This is the way to grow their business.
http://technorati.com/social-media/article/what-do-small-businesses-do-on/

My understanding of measuring Social Media Marketing
I think that businesses definitely need to measure their efforts in social media marketing so that they know what’s effective in their marketing and they don’t waste their time. In metrics, it’s important to find out how much your efforts drive traffic to your site, how many new leads you are getting and how many new customers you are getting. It is also important to measure topics and themes that are popular among your audience/customers. SumAll is a new program that can help measure all these efforts, and the best thing is that it’s free!

Week 13- Case Study- Subway

I think that Subway uses social media well.

I think that Subway’s goals are:
– To get more people to follow them online and to like their page
– To promote their new sandwiches, specials and deals
– To stay in touch with their fans

I think that Subway’s customers’ goals are:
– To stay up-to-date on new sandwiches
– To know when Subway has new specials and deals

Subway on Facebook
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I think that Subway on Facebook shows that they know how to promote their business and that Subway is not shy when it comes to social media. Subway has 18,168,948 likes on Facebook. Facebook even has “Fill in the Blank’s” for customers/fans to be interactive with their page. For example, they have “November’s Featured $5 Footlong is” __________ (Fill in the blank: Spicy Italian, see below photo). That post has 447 shares, 17,438 people like it, and there are 3,241 comments on it. This helps Subway stay in touch with their fans by having them interact on their page. Also, as people “like” certain things on Facebook, they end up “sharing” whatever they like with all their Facebook friends. So people who liked the picture of November’s Featured $5 Footlong, ended up sharing it with their friends, which in turn makes Subway known on Facebook, and more people end up becoming a fan of the page.

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Also Subway has a sign up section on their page, under “Fresh Buzz.” Here, you can sign up for their emails, to get specials and deals sent straight to your email. This allows them to promote their products and increase email and user sign-ups with their site.

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Subway also has a part of their site where it shows upcoming events, like deals of the day. For example, they had an event on October 1, 2012 where you can “Get a FREE 6” Sub Before 9AM!”

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Subway on Twitter
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Twitter has only 817,908 followers, which seems to be low considering the 18 million plus they have on Facebook. I think that they can do more to promote themselves on Twitter. On the post below that they posted on November 14, they only had 33 re-tweets and 20 favorites. They are trying to be active on Twitter, as they post questions and other “tweets” daily to stay in touch with their fans, such as the post they had November 14, saying “Spicy Italian! What’s your favorite Subway sandwich?”

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Subway even tagged “Jimmy Kimmel” in a post wishing him a happy birthday and making him a special sandwich. There were only 18 re-tweets and 22 favorites on it.

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Subway on YouTube
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I think that Subway on YouTube is a really neat channel. I think it’s sad they don’t have that many subscribers (1,112 subscribers), but they have a lot of video views (13,735,693 video views). For example, they post all the commercials and videos they have for Subway. These commercials are definitely entertaining. I think that people actually go on YouTube for the commercials and they post links to them on their Facebook and Twitter pages. They do this because the commercials are funny.

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On their Subway page in their “About section” they have links to their Facebook and Twitter accounts so that viewers can “follow them” on Facebook and Twitter. I think that’s a smart thing to do, as they are promoting their company this way and increasing users and views on all of their social networking sites.

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On-Site Page Sharing
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Subway actually has a way to share their page on their site. In the sharing section, they have links to their Facebook, Twitter and YouTube accounts/videos. This allows users to share their videos/commercials, as well as become fans on Facebook and Twitter.

Week 12- Case Study- Disney

I think that Disney uses social media well.

I think that Disney’s goals are:
– To get more people to follow them online and to like their page
– To promote their new products, deals/updates at their Disney parks, and movies
– To stay in touch with their fans

I think that Disney’s customers’ goals are:
– To stay up-to-date on new Disney products, park information, and movies
– To keep their kids entertained

Disney on Facebook

I think that Disney uses Facebook well, as it has 38 million likes. This means that whenever Disney posts something on their Facebook page, 38 million people see it. I think that the more people that “like” their posts, the more people it reaches, thus the more people end up “liking” the Disney page itself. They definitely promote their products and movies on their site as well. They are constantly updating their upcoming products and movies on the site. For example, they most recently posted a post about Wreck-It-Ralph being “in theaters now.”

Also, they end up promoting people to purchase from their Disney Store. For example, on November 8, they posted a post saying: “Use the code DISNEYPAL from today through Monday and get 25% off your Disney Store purchase—online and in stores. Shop now: http://di.sn/h5B.”

The only way you can get these promotions online is by being one of their “fans” on Facebook, which definitely gets more people to become their “fans” on Facebook. This helps promote the company and products to more people.

Disney on Twitter

Disney also uses Twitter well to promote their products and movies. They don’t have as many followers on Twitter as they do on Facebook. They only have 1,459,955 followers on Twitter, which may seem small compared to the 38 million Facebook fans. However, I think that the Twitter fans are engaged according to the 347 re-tweets and the 124 favorites on their most recent status on November 15 that has only been up for an hour. This status is promoting their most recent movie in theaters, Wreck-It-Ralph.

Disney keeps in contact with their fans via Twitter and Facebook through the examples above, but also by using Disney Decode. Disney Decode is a fun way to keep in contact with their fans because it’s a game. Disney posts a word scramble. People then comment on the decoded word. An example of this on Twitter is shown below.

Disney’s Blog

I really enjoyed looking at and reading the Disney Blog. It always promotes information regarding the Disney parks and updates. Below, it shows their most recent post on November 15, 2012 that they are developing a show based on their popular roller coaster.

They also post images/videos on their blog to their new movies/trailers. Here, they are promoting a new trailer to their new movie “Oz The Great and Powerful”

Disney on YouTube

I really enjoyed visiting the Disney YouTube channel. I think that this channel definitely keeps fans entertained. There are 21,176 subscribers, 1,551,021 video views. I think that this can definitely be promoted more, considering all the followers they have on Facebook. I definitely like how they show different “mini-movies” on their YouTube channel. For example, they even showed a short movie called Disney’s Electric Holiday – Starring Minnie Mouse.

I think that Disney uses social media well because they use all the channels like Facebook, Twitter, YouTube, and a Disney blog to promote all their products, movies, Web site, and new additions to their Disney Parks. They also use their social media channels to stay in touch with their fans through games, comments and movie clips.

Week 11- Twitter and other social networking tools

My twitter page is https://twitter.com/JCristobal27

Ranking three organizations using Twitter to market their products/services:

Abercrombie & Fitch- Abercrombie & Fitch is pretty effective when marketing their products/services on Twitter. They post at least two times per week a new product or topic for people to comment on and share with their Twitter followers.

Bath & Body Works- I think that Bath & Body Works is even more effective than Abercrombie & Fitch. They have contests, they advertise their products, and their posts are humorous. The only thing is, I think they kind of take over follower’s Twitter pages with constant updates. It seems like they have a few posts almost every hour!

Hollister Co.- I think that Hollister Co. is more effective than Abercrombie & Fitch as well. They post news (for example, their store in New York City re-opened November 3), contests, and clothing (what they’re trying to market); and also have humorous posts.

Guidelines to the effective use of Twitter:

In an article titled “10 Traits of Highly Effective Twitter Users” it states that there are certain guidelines for the effective use of Twitter. They are:

  1. Be welcoming & friendly- say hello to your new followers or folks that you would like to get to know.
  2. Engage people- ask questions and respond to queries that interest you.
  3. Be humorous- funny Tweets really help to break up the timeline.
  4. Inform- provide useful information and news items.
  5. Regular time- tweet at a regular time and in a consistent voice.
  6. Monitor self-promotion- it is fine to promote your projects and work, but nobody likes to be spammed all day.
  7. Promote others- “retweet” liberally and highlight good work.
  8. Link in post- link to other Twitter users that you would like to connect with in blog posts.
  9. Listen- there’s no need to dominate the conversation all the time, so spend some time just reading what others are saying/Tweeting.
  10. Be human- not always obvious but most important, being a “real” person is probably the most important trait of any effective Twitter user.

    (Derived from: http://www.twitip.com/10-traits-of-highly-effective-twitter-users/)

Is Twitter better suited for some organizations than others? If so, what about an organization makes it well suited for Twitter?

I think that Twitter is definitely better suited for some organizations than others. I think that as long as the majority of customers that a company has is on Twitter, that makes the company well-suited for Twitter. For example, for clothing companies, like Abercrombie & Fitch and Hollister Co., the majority of the demographic of customers they are trying to market to are on Twitter. This includes teenagers up to people in their twenties.

This is different then if you’re looking at a car company like Mercedes Benz. Mercedes Benz tries to market to a different demographic of customers, mostly older customers, who aren’t really on Twitter. This may mean that a company like Mercedes Benz may not be as well-suited for Twitter as a clothing company like Abercrombie & Fitch or Hollister Co.

Other Social Networking platforms that I tweeted about

CafeMom.com is an online community where millions of moms meet each day to talk, share advice, make new friends, and play games. The benefits this offers users is that moms can meet every day to talk, share advice, make new friends, and play games. This can have many marketing benefits for marketeers, such as marketing for baby products, children’s products, and family products.

buzznet.com/ is a music community that features band photos, fashion and celebrities. The benefits this offers users is that users can go online to talk about music, get updates in the music industry and find new artists. This can have many marketing benefits for marketeers, such as marketing for CD’s, music, music videos, and other products that have to do with music (i.e. Justin Bieber, the singer, doll).

classmates.com is the best way to find old high school friends and browse the biggest collection of yearbooks on the web. The benefits this offers users is that users can go online and re-connect with their high school friends. This can offer many marketing benefits for marketeers, such as supplies for high school reunions, the selling of old yearbooks, and other products based on the age demographics of the people who are currently online (such as music, videos and other entertainment).