MarketingSherpa Blog

Social media measurement is in its early phases, and marketers need to decide whether to parse the social media cacophony, much like a radio astronomer, gathering as much data as possible to discern the signs of life or selectively focus on a small, but sufficiently meaningful set of metrics.

The word “sufficient” can span a wide spectrum, and determining what is sufficient is perhaps the question that marketers must answer.

In some sense, you really don’t have a choice. How much data you can afford to collect and analyze is limited by your organization’s budgetary and human resources. If you are not already collecting enough data for “big” analytics (”Approach 1” that I described in my last blog post), it makes sense to get the most out of what you have now relatively quickly, and in the process learn what additional data you need.

I spend a significant amount of time in digital photography, and my friends often ask me for advice on what camera to buy as they are getting more “serious.” My answer is always the same—first, get the most out of the camera you have. Once you start appreciating what your camera lacks, then you can start thinking about investing into those specific features.

In the same sense, getting started is critical. Reading blog posts will not give you a concrete sense of social media (SoMe) measurement until you get your own hands on a monitoring tool—even if you start by  manually listening to conversations using RSS feeds, Twitter, Google Alerts, and the like.

Second, you need to clearly identify your objectives. In our own research project on SoMe measurement with Radian6, I am leaning toward focusing on best practices for specific scenarios—e.g., a Facebook company page—to deal with manageable amounts of data and produce results on a realistic timeline.

So for those not quite ready for “big” analytics, let’s take a look at a quick start approach…

Approach 2: A microscope, not a radio telescope

Commit to a set of metrics you’ll be accountable for, and stick with them. This is a far more pragmatic approach that does not require that every kind of data is available to be measured. If it appears that this approach is not scientific, that is not the case. While focusing on a smaller number of metrics does not paint the whole picture the way that the first approach does, trending data over time can be highly valuable and meaningful in reflecting the effectiveness of marketing efforts.

Taking into account the marginal time, effort, and talent required to process more data, it makes economic sense to focus on a smaller number of data points. With fewer numbers to crunch, marketers armed, for example, only with data available directly from their social media management tools, can calibrate their marketing efforts against this data to build actionable KPIs (key performance indicators).

During Social Media Week, NYC-based Social2b’s Alex Romanovich, CMO, and Ytzik Aranov, COO, presented a straightforward measurement strategy rooted in established, if not venerated, marketing heuristics, such as Michael Porter’s Value Chain Analysis. Their core message is to appreciate that different social media KPIs will be important not only to different companies and industry segments, but “these KPIs also have to align well with more traditional metrics for that business – something that the C-Level and the financial community of this company will clearly understand.”

Alex stresses that “the entire ‘value chain’ of the enterprise can be affected by these metrics and KPIs – hence, if the organization has a sales culture and is highly client-centric, the entire organization may have to adapt the KPIs used by the sales organization, and translated back to the financial indicators and cause factors.

This approach should immediately make sense to marketers, even without any knowledge of statistical analysis.

Social2B focuses not only on the marketing, but also on the customer service component of SoMe ROI, and here is Ytzik’s short list of steps for getting there:

1. Define the social media campaign for customer service resolution
2. Solve for the KPI and projections
3. Apply Enterprise Scorecard parameters, categories
4. Solve for risk, enterprise cost, growth, etc.
5. Map to social media campaign cost
6. Solve for reduction in enterprise costs through social media
7. Justify and allocate budget to social media

An important element here is the Enterprise Scorecard—another established (though loosely defined) management tool that is often overlooked even by large-scale marketing organizations. Given the novelty of SoMe, getting it into the company budget requires not only proving the ROI numerically, but also speaking the right language. Ytzik’s “C-level Suite Roadmap” might appear simple, but it requires that corporate marketers study up on their notes from business school:

• Engage in Compass Management (managing and influencing your organization vertically and horizontally in all directions)
• Define who owns the Web and social media within the company
• Identify the enterprise’s value chain components
• Understand the enterprise’s financial scorecard

Again, no statistics here—it is understood that analysis will be required, but these tools will put you in a good position when the time comes to present your figures.

How to get started

Finally, I wanted to get as pragmatic as possible to help marketers get started and not get stuck in a data deluge. Here are Social2B’s top 10 questions to ask yourself before you scale your SoMe programs:

1. Is my organization and my executive management team ready for social media marketing and branding?
2. Does everyone treat social media as a strategic effort or as an offshoot of marketing or PR/communications?
3. Where in the organization will social media reside?
4. Will I be able to allocate sufficient budget to social media efforts in our company?
5. How will social media discipline be aligned with HR, Technology, Customer Service, Sales, etc.?
6. What tools and technologies will I need to implement social media campaigns?
7. Will ‘social’ also include ‘mobile’?
8. How will we integrated SoMe marketing campaigns with existing, more ‘traditional’ marketing efforts?
9. How much organizational training will we need to implement in integrating ‘social’ within our enterprise?
10. Are we going to use ‘social’ for advertising and PR/Communications? What about ‘disaster recovery’ and ‘reputation management’?

Related Resources

Social Media Measurement: Big data is within reach

2011 Social Marketing Benchmark Report – Save $100 with presale offer (ends tomorrow, April 30)

Always Integrate Social Marketing?

Inbound Marketing newsletter – Free Case Studies and How To Articles from MarketingSherpa’s reporters

Should marketers wait for a grand unified theory of social media ROI measurement, or confidently move forward with what they have available to them now?

This question has been at the forefront of my thinking, as we proceed with MarketingSherpa’s joint research project with Radian6 to discover a set of transferable principles, if not a uniform formula to measure social media (SoMe, pronounced “so me!”) marketing effectiveness.

As I have written previously, some of the popular measurement guidelines provide a degree of comfort that comes from having numbers (as opposed to just words and PowerPoint® slides), but fail to connect the marketing activity to bottom-line outcomes.

To help think through this, I spoke with several practitioners to get some feedback “from the trenches” during SoMe Week here in NYC. With their help, I broadly defined two approaches.

Approach 1: Brave the big data

Take large volumes of diverse data, from both digital and traditional media, and look for correlations using “real” big-data analysis. This analysis is performed on a case-by-case basis, and the overarching principles are the well-established general statistical methods, not necessarily specifically designed for marketers.

Pros

• The methodologies are well established
• There are already tools to help (Radian 6, Alterian, Vocus, etc)

Cons

• Most marketers are not also statisticians or have the requisite tools (e.g., SAS is an excellent software, but it comes with a premium price)
• Comprehensive data must be available across all relevant channels, otherwise the validity of any conclusions from the data rapidly evaporates (Radian6 announcement of integrating third-party data streams like Klout, OpenAmplify and OpenCalais in addition to existing integration with customer relationship management (CRM), Web analytics, and other enterprise systems certainly helps)
• In the end, it’s still conversation and not conversion without attribution of transactional data

If the volume of data becomes overwhelming, analytical consulting companies can help. NYC-based Converseon does precisely that, and I asked Mark Kovscek, their SVP of enterprise analytics, about the biggest challenges to getting large projects like this completed efficiently. Mark provided several concrete considerations to help marketers think through this, based on Converseon’s objectives-based approach that creates meaningful marketing action, measures performance, and optimizes results:

• Marketers must start with a clear articulation of measurable and action-oriented business objectives (at multiple levels, e.g., brand, initiative, campaign), which can be quantified using 3-5 KPIs (e.g., Awareness, Intent, Loyalty)
• Large volumes of data need to be expressed in the form of simple attributes (e.g., metrics, scores, indices), which reflect important dimensions such as delivery and response and can be analyzed through many dimensions such as consumer segments, ad content and time
• The key to delivering actionable insights out of large volumes of data is to connect and reconcile the data with the metrics, with the KPIs, and with the business

How much data is enough? The answer depends on the level of confidence required.  Mark offered several concrete rules of thumb for “best-case scenario” when dealing with large volumes of data:

• Assessing the relationship of data over time (e.g., time series analysis) requires two years of data (three preferred) to accurately understand seasonality and trend

–   You can certainly use much less to understand basic correlations and relationships.  Converseon has created value with 3-6 months of data in assessing basic relationships and making actionable (and valuable) decisions

• Reporting the relationship at a point in time requires 100-300 records within the designated time period (e.g., for monthly listening reporting, Converseon looks for 300 records per month to report on mentions and sentiment)

–   This is reasonably easy when dealing with Facebook data and reporting on Likes or Impressions

–   However, when dealing with data in the open social graph to assess a brand, topic or consumer group, you can literally process and score millions of records (e.g., tweets, blogs, or comments) to identify the analytic sample to match your target customer profile

• Assessing the relationship at a point in time (e.g., predictive models) requires 500-1000 records within the designated time period

Understanding the theoretical aspects of measurement and analysis, of course, is not enough. A culture of measurement-based decision making must exist in the organization, which means designing operations to support this culture. How long does it take to produce a meaningful insight? Several more ideas from Converseon:

• 80% of the work is usually found in data preparation (compiling, aggregating, cleaning, and managing)
• Reports that assess relationships at a single point in time can be developed in 2-3 weeks
• Most predictive models can be developed in 4-6 weeks
• Assessing in-market results and improving solution performance is a function of campaign timing

Finally, I wanted to know what marketers can do to make this more feasible and affordable. Mark recommends:

• Clearly articulate business objectives and KPIs and only measure what matters
• Prioritize data
• Rationalize tools (eliminate redundancy, look for the 80% solution)
• Get buy-in from stakeholders early and often

In my next blog post on this topic, I’ll discuss an approach to SoMe measurement that trades some of the precision and depth for realistic attainability—something that most marketers that can’t afford the expense or the time (both to learn and to do) required to take on “big data.”

Related Resources

Social Media Marketing: Tactics ranked by effectiveness, difficultly and usage

Always Integrate Social Marketing?

Inbound Marketing newsletter – Free Case Studies and How To Articles from MarketingSherpa’s reporters

Social Marketing ROAD Map Handbook

I’ve been browsing the new MarketingSherpa 2011 Social Marketing Benchmark Report this week and soaking up the rich data. One of the first charts that struck me is a bubble chart on social marketing tactics.

First, I want to say, I love these bubble charts. They provide a three-dimensional view of the data on a given topic. Our researchers do a great job of packing them full of information without making them confusing.

This chart graphs the effectiveness, difficulty and popularity of each social media marketing tactic. You’ll notice a clear positive correlation between a tactics’ level of difficulty and its level of effectiveness.

Hard work pays off

For those of you who have not brushed up on your statistics lately (as I just brushed up a moment ago) I will note that a positive correlation between two factors means that as one factor increases, the second factor increases. For example, there is a positive correlation between my consumption of ice cream and the temperature outside.

Looking at this chart, it’s clear that the most effective social marketing tactics are also the most difficult, and vice-versa. Blogger relations — the most effective tactic reported — is also the only tactic to break into the 70%-range in terms of marketers reporting it as “very” or “somewhat” difficult.

You’ll also see that the three most-effective tactics — blogging, SEO for social sites, and blogger relations — are known to require significant amounts of time and effort before results are shown.

Every tactic is somewhat effective

Take a look at the scale on this chart’s Y-axis (level of effectiveness). Those listed percentages correspond to the number of marketers who reported a tactic as “very” effective. What they do not include are the marketers who reported a tactic as “somewhat effective.”

Looking at the chart, you might guess that adding social sharing buttons to emails is a waste of time — but don’t be too quick to write this tactic off completely. Only 10% of social marketers reported it as “very effective,” but 55% rated it as “somewhat effective” (found deeper in the report). With a total of 65% of social marketers reporting at least some effectiveness, these buttons might be worth the small investment they require.

Also, since adding social sharing buttons bottoms-out the Y-axis here, every other tactic listed has more than 65% of social marketers reporting at least some effectiveness. Here are some examples:

• Social sharing buttons on websites: 69% say at least “somewhat” effective
• Advertising on social sites: 73%
• Microblogging: 75%

Related resources:

MarketingSherpa 2011 Social Marketing Benchmark Report

Free Webinar: Best Practices for Improving Search and Social Marketing Integration

Marketing Research Chart: Using social media as a list-growth tactic

Inbound Marketing newsletter – Free Case Studies and How To Articles from MarketingSherpa’s reporters

Do you know the problem with the customer experience? It doesn’t have a media sales rep.

So no one is taking you out to a nice lunch, plying you with semi-fine wine while slowly separating you from your budget and increasing your media spend on it.

However, that doesn’t mean that the customer experience doesn’t generate media for you. We live in a digital age where you must assume that every customer is also a publisher. So, if you invest in your customers, you can gain significant positive media exposure. Fail to invest? You can get significant exposure as well…it just won’t be as brand-friendly as those TV spots you just bought.

So, while businesses are expected to spend $214.3 billion on advertising in 2011(according to SNL Kagan), what return will they get for their investment? In recent research by Satmetrix, only four percent of Americans said they trust advertising the most as an information source when choosing products or services. The top choice? Independent sources (83 percent), especially those with whom they have personal relationships.

While recent research from Experian (warning: there is a squeeze page) disagrees on the exact number, it reaffirms the importance of winning over your customers. It states, “Despite consumer reliance on digital devices and Internet-provided information, the most influential element driving purchase decisions today is still word-of-mouth.”

Experian found that 54 percent of consumers chose word-of-mouth as highly influential to their purchase decisions. Of course, this shouldn’t be news to you. You probably learned about word-of-mouth in Marketing 101.

But, a lot has changed since then. As stated above, every customer you have is now likely a publisher as well. So now there is even word-of-mouth advertising from people your consumers have never even met. According to the Pew Internet & American Life Project, “nearly six-in-ten adults (58%) have done research online about the products and services they buy, and about a quarter (24%) have posted comments or reviews online about the things they buy.”

So, how do you optimize the customer experience to get the most from word-of-mouth advertising today?

There is no one right answer, of course. I asked around a little in this vast, resourceful marketing community of ours. Read on for a few tips, and I’d love to hear your thoughts as well…

Your customers can see right through your marketing so you might as well let them

“When a company is humble enough to admit a weakness, they immediately distinguish themselves from the competition. It opens the door for a trust relationship.

The consumer is all too aware of the fact that we are not perfect. To pretend otherwise only serves to raise their suspicion. Tell them what you can’t do, and they’ll believe you when you tell then what you can do.”

– Dr. Flint McGlaughlin, Managing Director (CEO), MECLABS

Transparent marketing is essential. According to the Satmetrix study, 20 percentof those who defected a company did so because of unfair fees or charges.

“Companies still need to advertise to create market awareness, but market trends such as the increased use of social media networks and consumer reviews online are all increasing transparency about the actual experiences that companies deliver, and what customers think of them,” John Abraham, general manager of Net Promoter programs at Satmetrix, said. “You just can’t hide any longer behind bad quality. Advertising and marketing messages need to line up with customers’ real experiences. So, first and foremost, you have to get the experience right.”

We’ll talk about getting that experience right in just a minute. But first, how do you ensure that your advertising and marketing messages are transparent and truly reflect what your customer is experiencing? You don’t want to be the Comical Ali of your company, claiming victory while the facts on the ground so clearly conflict with your messages. And while he may have literally had a gun to his head, forcing him to make ridiculous claims…you don’t. You have a choice.

As I’ve said before in these (Web) pages, I think Transparent Marketing: How to earn the trust of a skeptical consumer is an excellent guide, but, in full transparency, it is written by the man who signs my paychecks – Dr. Flint McGlaughlin.

So, I also wanted to get a perspective from someone outside of MECLABS and provide a very granular example that you could apply to your marketing efforts today. I asked Ryan Deutsch, VP of Strategic Services, StrongMail, about transparency in email marketing. He said that “welcome programs offer the best opportunity for transparency” and offered these specific tips:

• Provide examples of the types of messages the subscriber will be receiving
• Provide an overview of the frequency of communication and give the consumer the opportunity to set preferences around cadence
• Provide an explanation of how data is captured within the email program and how that is used to create more targeted and relevant messages
• Explain the privacy policy of the brand
• Explain the opt-out and unsubscribe options

Don’t dictate, discover

“It is the customer who determines what a business is. For it is the customer, and he alone, who through being willing to pay for a good or for a service, converts economic resources into wealth, things into goods. What the business thinks it produces is not of first importance – especially not to the future of the business and to its success. What the customer thinks he is buying, what he considers “value,” is decisive – it determines what a business is, what it produces and whether it will prosper.”

– Peter Drucker, The Practice of Management

In Peter Drucker’s day, it was far more difficult to determine what the customer considered valuable. Today, you have almost instant access to that information in many different ways:

• Test your value proposition – You can test and measure your value proposition in real-time under real-world conditions with your actual customers using PPC ads
• Actually ask your customers – Use automated exit surveys, ensure your sales and customer service teams track customer interactions in a CRM system, engage in one-on-one conversations in user forums, or use technology in some other creative way to pick your customers’ brains.
• Listen to what they say – Social media monitoring has become a very powerful tool to learning from your customers. Of course, don’t stop at listening to customers and discovering what they want, use social media to respond as well. For example…

I asked Joe Chernov, VP of Content Marketing, Eloqua how he uses social media to discover what customers want and nurture word-of-mouth advertising. As co-chair of the Word of Mouth Marketing Association’s Ethics Panel, he knows a thing or two about the topic. Here’s what he had to say…

“All customers are not created equal. Those who engage with you on social channels are far more likely to be your brand advocates. In fact, at Eloqua, a client who engages with us on any social network is 450 percent more likely to be a brand promoter than our baseline client. This self-selecting group is a collection of ambassadors-in-waiting.  The key to unlocking their word-of-mouth is as simple as connecting with them on a personal level on their social channel of choice. That’s really all it takes.”

Truly serve your customers

“We learn whatever skills we need to service the customer. We build whatever technology we need to service the customer.”

– Jeff Bezos, CEO, Amazon

Think about Amazon for a moment. They mostly sell books and other stuff (lots of stuff) through an e-commerce store. Yet, out of seemingly nowhere, they launched their own hardware device – the Kindle. We take it for granted now, but for an e-commerce store to launch a hardware device in a segment that barely existed before it entered the market is quite revolutionary.

Why take that leap of faith? To truly serve the customer.

How can you truly serve your customers? After all, you’re likely not Jeff Bezos. You likely only have control over a small patch of territory in your overall company.

And yet, that patch is likely the tip of the spear in terms of customer interaction. You are in the unique position to discover and then shine a light on issues that really matter to your customers, to ensure that there is true value in your marketing propositions.

I asked Dave Ewart, Senior Director of Marketing, Satmetrix how marketers can achieve this. Satmetrix, the company behind the study referenced above, makes a management tool that can be used to gauge the loyalty of a firm’s customer relationships. Ewart said that successful customer-centric marketers:

1. Continuously collect and analyze data about customer interactions and customer satisfaction, and they use automated customer listening and feedback systems;
2. Track and measure word-of-mouth online, and identify and support customer advocates;
3. Share data from customer interactions across organizational departments; this helps them strengthen relationships with customers and sometimes even uncovers untapped markets; and
4. Lead a company-wide commitment to addressing and resolving customer issues and problems.

Don’t consider anything that impacts the customer “not my problem.” It’s you who made the promise upfront with your impressive marketing campaigns. So, it better be you who ensures that your company delivers on that promise with an exceptional customer experience.

If not, your customers hold the trump card. Advertising even more successful than yours. Word-of-mouth.

Related Resources

Hoax Marketing: Your brand comes first, humor second, even on April Fool’s Day

Social Media Marketing: Turning social media engagement into action at Threadless

The Last Blog Post: How to succeed in an era of transparent marketing

Inbound Marketing newsletter – Free Case Studies and How To Articles from MarketingSherpa’s reporters

Social Marketing ROAD Map Handbook

(Editor’s Note: When we first conceived of The Last Blog Post experiment, we thought it would be another way to learn from successful marketers and thought leaders. What we never imagined is how harrowingly close life can imitate marketing…as Scott explains in this post.

So while we’re a few weeks past The Last Blog Post experiment, I wanted to publish this one last insight since successful marketing must imitate life. And while, from my perspective, Scott has always had an impressive ability to understand people, businesses, processes and systems at their core, I believe his recent experience has further clarified that knowledge…)

Just prior to my 45^th birthday, our editor asked me to provide a contribution to a blog event titled “The Last Blog Post.” He stated the idea came from the concepts of the book entitled The Last Lecture,  that I had recommended to him.

As sharing things I have learned along the way is a passion of mine, I could not help myself but to say yes. My assistant, the best assistant anyone could ask for in the world I might add, argued that with my current focus and only two weeks lead time, there would be no way for me to complete the assignment on time. However, much to her chagrin, I took the task and added it to my long list.

The only thing I asked of our editor was that he provide me with some questions to get myself thinking along the direction he wanted this to trend, which he gratefully did. I carefully planned my writing time and set off to complete this assignment, as part of the many things I had taken on.

Little did I know that a few days later, on my 45^th birthday, I would get that wakeup call we all fear. Just after the kind group of people that I work with and serve presented me with some wonderful cupcakes and a gift, I realized that the constant pressure in my chest and shortness of breath would not go away. At first, I said, “Hey, it’s my birthday; I will deal with this tomorrow.”

But, thanks to Lisa, my wonderful persistent wife, I decided to give myself a different kind of present. I went to the hospital, just to get cleared, before I headed off to celebrate. Well, a few days later, which included having to be jump started (as my children called it) once along the way, thanks to the great care of the staff from the Jacksonville Heart Center and the Baptist Hospital, I got a second chance.

Now, with a new diet (thanks to my family and everyone at MECLABS ), some new pills and a few more cardiac procedures to go staring me in the face, I was told I did not need to worry about trying to hit the deadline to produce my Last Blog Post, since, well, I came all too close to it actually being my very last anything. So, I tried not to think about it and focus on catching up on my major projects. While I did not hit the deadline, I could not help but put a few of my thoughts on paper.

I wanted to focus on three areas in particular: 1) Good vs. bad people, 2) Short-term vs. Long-term approaches, and 3) Balancing work and life.

Good vs. bad people

With respect to good people vs. bad people (in fairness to my editor, the question as he posed it was more along the lines of what makes a good/bad leader and/or employee), I find it quite easy to state it this way. Most people are fundamentally good and it is simply their behavior that is bad.

More specifically, I define behavior that considers one’s own self-interest at the expense of other people’s interest as bad. The reality is that we are all guilty of “bad” behavior from time to time. The goal is therefore to prevent it first.

However, on those, hopefully rare, occasions when our behavior fits this definition of bad, it is incumbent upon us to admit it, apologize for it, make our penance and be darn sure we do not repeat the act. See a parallel to customer service and public relations here? I hope so.

At the end of all our days, the only thing that will really matter is the relationships we have and have had along the way.

Short-term vs. long-term approaches

We often hear people define others by whether they are thinking short term or long term in their strategy. Especially in today’s world, the short term, that is instant gratification, has become what we want.

However, I have watched people and businesses continue to fall flat on their faces with this short term approach because they lose their raison d’etre (the long term). What I try to help people understand is a simple adage that a mentor from my college days shared with me; don’t confuse fun with happiness.

He was not trying to say don’t go out and have fun. What he meant was – don’t let having fun get in the way of achieving the short term goals you needed to achieve in order to meet your long term objectives, which will leave you feeling fulfilled and happy.  For a deeper study of this concept, I recommend Spencer Johnson’s The Present and Steven Covey’s The 7 Habits of Highly Effective People.

Likewise, a splashy advertising campaign is certainly fun, but is it serving your customers in the long term? Are you building a sustainable business or a flash in the pan?

Balancing work and life

The concept of working on short-term goals that will allow you to achieve your long-term objectives is how I build my approach to “balancing work and life.” Let me first explain that you cannot have “work-life balance” from my perspective. It makes the flawed assumption that your life and your work are two distinct and mutually exclusive entities. I argue that your work is a subset of your life, just as your family, schooling and time spent with friends are subsets.

The key to balancing them comes down to understanding the purpose you have dedicated your life to fulfilling and understanding how each of the pieces moves you closer to the life objective you have set out to achieve.

I will never forget the first short on the companion DVD to The 8^th Habit. It defined life with four key elements: living, loving, learning and leaving a legacy. There is no reason that work you do cannot contribute to your living, your loving, your learning and the legacy you leave behind.

Consider those elements in every campaign you create. Does that campaign represent your best efforts for both your company and your audience? After all, there is no “work you” and “home you.” There is only “you.” Ask yourself…do you, all of you, truly stand behind that latest campaign?

And in the end…

So, at the end of it all I will say that you simply have to do the following:

• Find a purpose that moves you and will improve the lives of others
• Understand how what you are doing today will help you to achieve that purpose and
• Realize that without other people to share our journey you may as well just stay where you are.

Related resources

Marketing Wisdom: In the end, it’s all about…

The Last Blog Post: Marketers must embrace change

The Last Blog Post: 5 Lessons I’d Leave Behind

The Last Blog Post- What Marketers can learn from The Last Lecture

The Last Blog: It All Begins with Trust

The Last Blog Post: How to succeed in an era of Transparent Marketing

At MECLABS, we’re constantly trying to learn more about what really works in marketing. Through research. Through reporting. And by simply asking marketers like you.

And we’ve written about what we’ve learned… a lot. The MarketingSherpa site has 33,000 pages according to a recent Google search. MarketingExperiments has 1,980 pages.

That’s a lot to digest. But what if we had to simplify that down to just one blog post for the busy marketer? Well, that’s exactly what I tried for MarketingExperiments discoveries. And Todd Lebo, Senior Director of Marketing and Business Development, attempted for MarketingSherpa’s research and reporting.

Even better, other knowledgeable marketers performed a similar exercise with their content as well. It was all part of an effort dubbed The Last Blog Post. It was a community-wide attempt to pass on knowledge and expertise. It was a tweet up, a meeting of the minds. It was a mix of fun and inspiration. And it was one more way for us to ask leading marketers what works for them.

You can see everything marketers had to say by searching on Twitter for #LastBlog (depending on how long Twitter saves these tweets. It has varied lately. Buy more servers @ev and @biz!)

In an effort to help you on your career (and perhaps life) journey, here are a few of my favorite takeaways…

Pursue purpose
“True entrepreneurs will never be satisfied with riches. They have to affect change, and will risk everything to make their vision reality.”
– The Last Blog Post: 5 Lessons I’d Leave Behind by Paul Roetzer, PR 20/20

Exciting but intimidating times
“As a marketer we have no choice but to improve what we are doing. Embrace change.”
– The Last Blog Post: Marketers must embrace change by ToddLebo, MECLABS

When there is an elephant in the room, introduce him
“It’s in the flaws of our products that our customers really see the personality of our company.  So, let’s agree that instead of hiding the elephant in the room that we find ways to show how our companies go above and beyond when our products aren’t perfect.”
– The Last Blog Post- What Marketers can learn from The Last Lecture by Maria Pergolino, Marketo

Give value, build trust
“When you give people what they value, without expecting anything in return, you build trust.”
– The Last Blog: It All Begins with Trust by Brian Carroll, MECLABS

Delight
“When writing I try and ask myself, “Will this be fun to read? Will the audience be delighted?” If the answer is no, then maybe it’s time to take another crack at it. The important thing is not to forget that I am writing for people, not just suits.”
– The Last Blog Post: The 4 Metrics That Matter by Jesse Noyes, Eloqua

Take time to help customers, coworkers and even competitors.
“Market research is a rich intellectual discipline, shaped by the contributions that thousands before us have shared. We all stand on the shoulders of giants, and we should all seek to lift those around us by sharing what we’ve learnt.”
– My Last Blog Post by Jeffrey Henning, Vovici

Honesty and earnest people and companies are long-term
“Loyalty is a two-way street and as a person, a company or a brand, you have to apologize when you screw up. Don’t focus on yourself, rather focus on how that mistake affected other people.”
– The Last Blog Post by Ilona Olayan, Social Strategy1

Use your gift for the common good
“Speak loudly when statistics are being interpreted too strictly, too loosely, or just plain incorrectly. Speak loudly when surveys are too long, too boring, or poorly designed. Speak loudly when samples are selected with little care. Speak loudly when charts and illustrations are being used to entertain instead of educate. Speak loudly when you see our market research industry being wrongly trod upon.”
– The Last Blog Post: Speak Loudly My #MRX Friends #LastBlog by Annie Pettit, Conversition Strategies

Be honest, be fearless
“Though not always easy, I’ve found the fearlessly honest approach in life and business invaluable. I’ve seen many individuals and companies who have not always followed this path. Even for shorter periods, the cost of not doing this is high. Realize it’s often much easier to fool yourself than others.”
– The Last Blog Post by Tom H.C. Anderson, Anderson Analytics

Don’t go to bed angry
“It’s not worth holding onto anger. Let it go, and go to sleep with a sound mind. You’ll feel better in the morning.”
– The Last Blog Post by Martin Lieberman, Constant Contact

Do something
“Just step away from the monitor and do something.  There’s nothing I (or any other ‘marketing expert’) can say that’s nearly as important or interesting as rejoining your life, already in progress.”
– The Last Blog Post (And The Most Recent Ego Trap) #LastBlog by Joe Chernov, Eloqua

Not one second
“I would not use one second of my last moments to write a blog post. I would spend as much time as I could with my wife and children—and maybe grandchildren if it’s that long from now.”
– The Last Blog Post by Guy Kawasaki

Now that we’ve bared our marketing souls, we’re turning to you. If you had one last blog post, what would you say? Feel free to write your own and begin the title with “The Last Blog Post:” Or one last tweet? Share it using #Last Blog. Or one last comment? That’s easy, just leave it below.

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Inbound Marketing newsletter – Free Case Studies and How-To Articles from MarketingSherpa’s reporters

Social Marketing ROAD Map Handbook

Many consumers rely on social networks to help steer them toward wiser purchases. Some research shows that a majority of consumers do this. Scott Geiser, Senior Digital Analyst, KFC, is aware of the trends.

“It’s almost like consumers are shaping brands nowadays and brands are forced to be transparent… We know we are in that position and have to give our consumers ownership.”

Geiser handles KFC’s digital marketing, such as its website, email and social media efforts. Last year, his team needed to launch a new product, the Double Down. The breadless sandwich consisted of cheese, bacon and sauce sandwiched between two chicken filets.

Simple social and email tactic

“The first time we truly used social media to our benefit, we sent out an email with just a picture of the Double Down and links to share it in social media,” Geiser says.

The team sent the email on April Fools’ Day, about two weeks before the Double Down would officially launch. The email included:

• Subject line: “The KFC Double Down, it is real, no fooling”
• Large headline: “It’s real”
• Large product image
• Message: “The Double Down coming April 12. Give your friends a heads up”
• Facebook and Twitter buttons to share the message

After sending the email, the sandwich’s prelaunch marketing was mostly in the hands of KFC’s email subscribers and their contacts on social networks.

“We did not go to any other media outlet before launch other than delivering it via email,” Geiser says.

Social influencers in your email database

Geiser knew KFC’s subscribers had a passion for the brand, and he had a hunch that this simple email would spread some buzz. But his team was surprised by the level of response.

The message had almost a 40% open-rate and over 10,000 shares on Facebook and 2,000 re-tweets on Twitter.  The phrase “Double Down” quickly rose to #2 on Google’s Hot Search list and #3 on Yahoo’s Buzz Index, and several late-night talk shows mentioned the sandwich, he says.

“This was certainly one of our most successful product launches of the year and it all began with social media [and email]… It really taught us that our social influencers are very valuable,” Geiser says.

The results have helped energize the team to learn more about the social influencers in its email database and how to attract and satisfy more of them. KFC is now testing marketing efforts in these areas. Keep an eye on our Email Marketing newsletter in the coming weeks to see what they’ve uncovered.

Related resources

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BlueHornet – team’s email service provider

The Super Bowl isn’t only the Super Bowl of football, but the Super Bowl of marketing as well.

Big splashy ads. Massive media spends. And tons of buzz in the media, both print and social.

Ah, but pity the poor B2B marketer. While she can probably find the budget to land a spot on the big game (most memorable for me – the EDS cowboys and their cat herding adventures), she isn’t selling sodas or cars, so she can’t get a big-name celebrity to pitch industrial plumbing equipment or enterprise telephone software.

Or can she? Salesforce.com hired The Black Eyed Peas (personally, the first person that come to my mind when I think of a real-time, enterprise collaboration platform is apl.de.ap) in its recent Super Bowl spots. Sounds like a lot of fun, but was there ROI? Considering they spent “big numbers” it’s quite hard to judge.

Jujitsu Marketing

Aside from having big numbers and black-eyed peas on your side, can your B2B marketing efforts benefit from a major consumer event like the Super Bowl? I’d argue, yes. For the sake of this blog post, and to parrot every other marketing blogger who is much better than me at branding their own terms, let’s call these attempts Jujitsu Marketing (perhaps a subset of real-time marketing).

In case you’re not familiar, jujitsu is a martial art designed to use an (often better equipped) enemy’s energy against him, instead of directly fighting it. Jujitsu Marketing (and I’m just making this up off the top of my head, as I type so there are no hard and fast rules) uses the energy created by a (most likely) larger marketer in the consumer realm to grab some B2B attention and buzz.

Here are two examples, one for Enterprise and one for SMB B2B marketers. One example leverages a partner’s energy, the other example leverages a competitor.

ENTERPRISE B2B MARKETING: USING EMAIL TO ENGAGE B2B AUDIENCE ON A SUNDAY

As I mentioned above, BEP was selling B2B during SB XLV. What I saw as bizarre, the always clever marketers at Marketo saw as a marketing opportunity to ask their email list if this was, in fact, bizarre.

“A few of my colleagues read that Salesforce.com had purchased commercial slots during the Super Bowl halftime show one week before airtime. We were impressed that Salesforce.com would invest millions of dollars to promote Chatter.com via a medium dominated by B2C companies,” remarked Shonal Narayan, Manager, Marketing Programs, Marketo.

“Having this prior knowledge, we debated amongst ourselves if this [email send] was a good investment. Feeling compelled to ask what other marketers would think about the ad, we came up with the idea of a poll right after the ads aired live, so it was still fresh in people’s minds.”

click image to enlarge

There were two landing pages to confirm to recipients that the poll voting had been captured, one for the “yes” and one for the “no.”

Narayan’s team followed up with a results email the next day to everyone that participated in the poll. It drove people to a landing page that encourage people to tweet. The landing pages for the initial email send were also redirected to the results URL, so anybody clicking the initial poll email after the results were sent would see the results from the poll.

click image to enlarge

Keep mobile in mind

When leveraging a consumer event, keep in mind that your B2B audience likely doesn’t have a bulky gray Dell on their lap when engaging in the activity.

“[We] ultimately decided to use a single-click poll embedded within the email to make it easy for the people viewing the email on their mobile device. Just a simple ‘click yes or no’,” Narayan said.

The results: Marketo, B2B Super Bowl advertising win

“We conduct many A/B tests, and we’ve found that Sunday emails (especially P.M. sends) do not perform well. However, this campaign did particularly well. We wanted to give a buffer after the halftime ads had been shown, so I scheduled it to send at 5:40pm PT,” Narayan said.

Here are the results from Narayan’s team:

• Email sent to more than 20,000 marketers in the US and Canada.
• 13.5% open rate, yielding a 16.5% click to open rate.
• More than 680 respondend to the poll (which is more than the initial click performance reveals, indicating that marketers were forwarding the email on to colleagues and friends)

And the results of the poll itself? Personally, I thought the Salesforce.com ads were ridiculous. After all, the only thing Will.i.am and Salesforce.com have in common is dots in their name. But in the end, 63 percent agreed that B2B advertising is a good idea. Ouch. Hard to argue with data.

Or Narayan, who disagreed with me as well. “I think it was a good idea. I like how the ads were at the bookends of the halftime show, integrating the performers into the ads. I like how Salesforce.com stayed consistent with Will.i.am as somewhat of a spokesperson, as he appeared at their Dreamforce event.”

Surely, Narayan at least agrees with my newly branded term, Jujitsu Marketing, to describe his efforts?

“It wasn’t so much Marketo leveraging someone else’s name and investment to draw attention to our brand, we were excited and supportive of a SaaS company finally breaking through and attempting to become a household name,” Narayan stated.

Ah, well, so maybe the term isn’t as fitting when you’re playing off of a partner’s efforts. So let’s take a look at how an SMB marketer leveraged a competitor’s Super Bowl ads. From my past work, the Competitive Sales Office always seemed to have the most fun…

SMB B2B MARKETING: WEB 2.0 REVS UP SOME EXCITEMENT

GoDaddy.com has been advertising to the SMB in the Super Bowl since 2005. And, supposedly because of these ads, has garnered a 50 percent market share of domain registrations. This year, it focused on selling a new top-level domain (.co).

So, what’s the Jujitsu Marketing move against Danica Patrick and a $3 million media buy? Cloris Leachman and social media.

You read that right. On their Go Granny microsite, Network Solutions posted a “mockumentary” YouTube video of Cloris Leachman doing three minutes of sexual innuendo jokes, followed by (I couldn’t make this up) an interstitial titled “Get Serious,” and then an actual serious minute with Lisa Stone, Co-founder & CEO, BlogHer.com. The video was also posted to other sites, such as Metacafe.com and Frequency.com.

You can check out that microsite at http://gogranny.co but, fair warning since this is a family marketing blog, it features Frau Blücher as you’ve never (wanted to) seen her before, including licking a man’s hand and discussing her chest.

But this was not a one-channel effort. The campaign included a variety of elements:

• Banner ads
• Media outreach
• Web 2.0 “share” functionality (via email, Facebook, Twitter)
• Twitter promotion on #GoGranny

According to Shashi Bellamkonda, Social Media Swami, Network Solutions, all of these channels had a consistent message, tightly timed around the celebration of the Super Bowl and launch of Go Daddy’s new Go Daddy Girl commercial.

Monday morning quarterbacking on the video creative aside, let’s take a look at how this Jujitsu Marketing campaign did on the field. To the results…

Results: Aaron Rodgers, Cloris Leachman have reason to celebrate

Since launching on the Friday before the Super Bowl, the campaign has generated the following impressions as of 10 a.m. EST on Tuesday:

• Twitter – 18,026,251
• Blogs – 14,688,221
• Video – 8,332,625

It also had a viral element:

• Facebook – 2,000 shares
• Twitter—1,680 retweets

And most importantly…

• 500% increase in .co sales (based on historical data from previous weekends – since .co is relatively new, there is no apples-to-apples comparison for last year’s Super Bowl weekend).

“The success of the campaign also stemmed from Network Solutions years of listening, community engagement and community building strategies through social media,” Bellamkonda said.

MAKE YOUR OWN OPPORTUNITY

So, B2B marketers, there is no need to sit glumly on the sidelines and watch as your consumer marketing peers bask in the glow of big-time events like the Super Bowl. If you can’t find budget or justification for hiring pop stars to pitch your products in prime-time, slip on your Jujitsu Marketing belts and get to work.

“Instead of investing millions of dollars in Super Bowl ads, we leveraged the power of the Internet to promote our brand, like we do for our small business customers every day. With a little bit of creativity and the support of an online community we’re letting the masses know that as a company, we like to have some fun, but when it comes to our customers, we take their business seriously,” Sanjay Gupta, Head of Marketing, Network Solutions.

Related resources

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Social media continues to have a profound effect on marketing, and the use of this channel for marketing purposes is rapidly evolving. This week marks the fielding of our third annual Social Marketing Benchmark Survey to determine exactly how this important new marketing channel has evolved and which strategies will work best going forward.

Last year’s study revealed how social marketing was maturing, resulting in a shift from tactical to strategic thinking. However, we found that most organizations, even those in the strategic phase of social marketing maturity, had not yet figured out how to measure the return on their social marketing investment.

Without the ability to prove ROI, social marketing budgets were, and in most cases still are, being driven by perception. What is the perception? As this chart shows, only 7% of the 2300 social media marketers responding to our last study thought social media was producing ROI and, as a result, were willing to budget liberally. While 49% thought it was a promising tactic that will eventually produce ROI, nearly the same numbers (44%) are much more skeptical and unwilling to invest more.

But social marketing has evolved significantly in the past year and many marketers are not only promising ROI, they are proving it.

So, in our new survey we examine how organizations are overcoming the challenge of social media monetization, and which tactics are most effective for achieving this important objective, in addition to the comprehensive coverage of social marketing topics in general.

To share your insights on social media marketing, please take our third annual Social Marketing Benchmark Survey. This survey is being fielded now and will only remain open through Sunday, February 6, 2011.

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Social Marketing ROAD Map Handbook

There is a certain tribe of marketers out there that are Pied Pipers for a new way of thinking. Email is dead. Get social.

Well, there are many metrics I can give to refute that stance, but here’s my favorite – paid attendance to next week’s MarketingSherpa Email Summit 2011 is up 40% from last year.

Horn tooting done, my point is that the best strategy for most marketers is to engage in both email AND social media marketing, despite what the rhetoric-filled and biased bloggers out there may say. This may not be shocking news to you. Your bigger question is likely – but how?

Well, that’s why we have the Email Summit to begin with, to learn from all the high-performing marketers out there. So, I turned to Lindsay Massey, Marketing Director, Freshpair to share some techniques and tactics that might help your efforts.

Lindsay is a panelist for the how-to panel at Email Summit entitled, “Growing Email Lists and Engaging Customers with Social Media.” Freshpair.com is a leading intimate apparel retailer. You can find them on Facebook and follow them on Twitter. But first, read on…

So, the first thing that jumps out at me from your successful campaign is that Facebook is the “next big thing” in email, while email is supposedly “dead.” Yet, essentially, to me your campaign was really just a traditional email send where Facebook was the conversion goal. “Dead” delivers I guess? How did you approach this send similar to other promotional sends, and in what ways was it different?

Lindsay Massey: We look at email and social as great complements to each other, and we definitely don’t see email as “dead.” After all, how does Facebook notify you that you have new comments or messages? Email!

By engaging our email subscribers in another relevant channel, we are able to interact with them on a more personal level, share unique content to generate buzz and ultimately engage more people in our brand. We approached this send like other promotional sends that are part of a larger campaign in that we developed an offer, segmented our list to target customers with the highest propensity to participate and, where this message would be relevant, created supporting content on Facebook and tracked the results.

This email campaign was different from other promotional sends in that the main goal was to encourage people to follow us on Facebook rather than go straight to freshpair.com. We measured the success differently than other campaigns – number of fans in addition to standard email KPIs.

Why email? Why not, say, Twitter?

LM: We definitely promote our Facebook presence on Twitter as well. The email was just one piece of our overall campaign. We chose to promote Facebook over Twitter for this particular campaign, mainly because Facebook allows you to customize the experience more than Twitter.

We were able to show more content tying back to the email. As soon as a customer fanned us, we were able to display new content that gave them the offer and let them click to freshpair.com to shop. A different approach could definitely be utilized on Twitter and would be a great follow-up campaign.

What is the importance of a Facebook fan-acquisition campaign? What is the value of a Facebook fan?

LM: For us, the goal of a Facebook presence is to strengthen our brand and reach new customers. By encouraging our existing customers and brand loyalists to join, we are able to build our relationship with them, as well as encourage them to share us with their friends.

Buying intimate apparel online can be challenging, so we try to educate fans with photos and take on a friendly tone by sharing funny statistics, like what percentage of people own a lucky pair of underwear. By keeping followers engaged and giving them unique content, we leave a favorable impression, so they remember us when it’s time for a fresh pair!

When it comes to measuring social media, the focus must go beyond traditional e-commerce analytics. We use Omniture to gauge the impact of our Facebook presence, specifically the conversion rates of visitors coming from Facebook. However, we consider Facebook to be more of a branding tool, so the exact value of a Facebook fan goes beyond the data in Omniture.

We also look at fan count and interactions. The customer insight you gather through social media will help you develop strategies across all marketing channels to get new customers in the door and keep them in the door. For example, we test different types of content within posts to see what people are most interested in interacting with. We then use this to inform marketing campaigns to further shape our other social initiatives.

Why aren’t social media sharing buttons enough?

LM: The social media sharing buttons are also important, and we include those in our campaigns as well. However, we see the main content receive the majority of clicks, while the share buttons receive a very small fraction of the clicks in each email campaign. We felt it was important to dedicate an entire campaign to acquire fans, but we also continue to push social through emails and onsite messaging as well.

It’s important to note that one dedicated email is not enough. Acquiring Facebook fans or Twitter followers should be an ongoing effort across channels in order to see the best results. Social isn’t just about sharing content, it’s also about extending interaction to new spheres and providing additional value to your fans. Share buttons are limited in that they don’t allow you to proactively communicate with interested parties and build your brand.

What is the downside of a dedicated send to try to attract Facebook fans?

LM: We didn’t see a downside to this specific campaign. The unsubscribe rate was not higher than a regular promotional send, and the segment of customers we mailed was highly engaged. The subject line actually led to an open rate that was 40% higher than average.

For all the marketing VPs and directors out there, what are the biggest lessons they should take away from your success?

LM: Email can be a very effective driver for Social. Before you begin a Facebook acquisition campaign, be sure you have a clear goal and strategy in place, as well as a supporting content strategy for your Facebook page.

Also, you could start small with a test to your most engaged customers to gauge response before you roll it out to a larger list. Then continue to marry your email and social strategies, so customers can get the information they want in the form they like best.

One of the things that we struggle with is catering to multiple demographics – some people want to see pictures of men in underwear and some people want advice on which bras go with what. Before you push your social presence to your entire list, make sure that you have a defined content strategy (either focus on one demo or have something for everyone so no one feels left out).

As for Facebook specifically:

• Be sure to develop a clear strategy for Facebook overall, so new and existing fans continue to be engaged. If you are just on Facebook to be on Facebook or because your competitors are there, take a step back and rethink your long-term strategy.
• Be sure to devote resources once your strategy is in place, so your Facebook page stays current. Take time to engage with your fans and continue to provide them with unique and interesting content.
• Promote your acquisition campaign across multiple marketing channels – not just email, and be sure to track your results.

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