Social Media Studies! Blogs and College Students Are Growth Markets

Two outstanding reports released this week:

Technorati's State of the Bloggosphere 2008

and

EMarketer's College Students' Social Networking

Both studies tackle some complex methodologies and manage to create a well done, very readable report that may help your agency or company make more informed decisions when planning social media campaigns.

Combine these reports with Sapient's recently released Brand Marketers' Top 10 Wish List for Agencies of the Future and it does not take a rocket scientist to see the implications!

Studies notwithstanding, social media is clearly a growth market and will not dissipate any time soon!

Nicholas Kinports (follow him on Twitter @ADMAVEN) has worked in the interactive technology world for over 15 years. He is the Digital Strategy Lead and founder of Chicago-based digital marketing firm lonelybrand, where he directs the creation and execution of digital marketing programs that generate measurable signups, conversions and sales.

Interactive Advertising Q&A Roundup

As an active member of communities touching the interactive advertising world I answer many questions on a daily basis. Each week I will round of some of the best questions and answers for your consumption. If you have a question about a subject related to interactive advertising or related subjects, you can email Nick Kinports at nick.k@maddockdouglas.com.

David Peck, New Media Strategist for LSF Interactive, asks:

How can we use a video like this to get the youth to vote? Saw this great video regarding getting the youth to vote in the upcoming election:

http://www.youtube.com/watch?v=o4kg514DcTA#

Got me thinking… How can we use a video like this to get the youth to vote?

ADMAVEN answers:

David,

Using a video to influence a group is a very powerful technique that has proven results; IF and only IF the video in question resonates with meaningful, targeted, and perceptually valuable content.

For example, let me direct you to my latest blog post, which is a prime example of exactly what I am talking about (not an ad to get you on my blog the post actually is a perfect example for this question).

Linked below to the blog and the specific post itself.

http://admaven.blogspot.com/2008/09/robin-williams-and-spore-why-not-more.html


Judith Bush, Manager of Software Development at OCLC, asks:

What are "best practices" and "best uses" of Facebook for community outreach?
My goals are to:
-become recognized by the general community
-become a known resource for watershed information throughout the community
-involve schools and students with projects as well as fundraising

ADMAVEN answers:

Judith,

Your situation is superb for the use of a social media outlet such as Facebook. The best Facebook campaigns involve relevant content (important and timely information to your local community) that cannot be easily accessed elsewhere (your council produces the information as a sole provider). Your target audience of schools and students are among the top users of Facebook.

This being said, your immediate goal should be to choose an individual to represent your organization and create a Facebook profile for that individual.

Next, you must begin placing relevant content into the profile. This may be done in the form of a blog, group, or announcements. Once your content is rolling you can begin inviting your target audience to participate with a clear, concise message detailing why your Facebook profile is important to their lives.

As for stories of successful engagements, let me point you toward a few resources.

I have linked below to my review of a free ebook entitled, "The Social Metropolis". The book provides relevant case studies and success stories that will assist you in developing your own campaign. Follow the link in my blog to download the book.

http://admaven.blogspot.com/2008/08/sem-vs-smo-part-3-social-metropolis.html


Mike McClure, Partner, Exec Creative Director at The Yaffe Group, asks:

What would get you to watch a webinar? What makes a good webinar? Special guests? Unusual topics? Straightforward strategies to improve your biz? Sock puppets? What works for you?

ADMAVEN answers:

Mike,

In general, the most effective webinar involvement is a personal referral. If your target audience is small (say <1000 people) the best thing to do would be a targeted campaign that has a high level of customization. For larger target audiences I recommend using your analytics to find out where these targets spend their time online, and then leveraging social media to promote your webinar. Regardless of the strategy you take, make sure your webinars provide relevant, useful, and entertaining information that is truly meaningful to the target audience. Ensure your webinars are extremely easy to share over social media (i.e. YouTube, MySpace, Facebook, Digg, Technorati, Email, Etc...). If the content is good enough your audience will work to distribute for you.


Guillermo Pérezbolde, Editorial Director at Entrecreativos.com and Creative Operations Director at Mente Digital, asks:

Do you think that Google´s AD Planner will become the standard for Online Media planning?

ADMAVEN answers:

Guillermo,

Google offers a lot of great tools to deal with simple (read: small) online campaigns. They will not be replacing agencies any time soon for larger jobs.

We use a variety of tools and outside resources to get the job done on larger campaigns. and Google cannot match the depth and breadth of expertise and software that the process encompasses.

Political Roundup: McCain Palin and Obama Biden Link In on LinkedIn

Political campaigns are notorious for eliciting passion among supporters and detractors alike. This election cycle has seen an unprecedented surge in the use of social media to spread the message. Today I would like to focus on how the Republican and Democratic nominees are using LinkedIn to connect to professionals worldwide.

Let’s start with a top down view of the social media campaign structure:

McCain Palin 2008

John McCain 2008 Campaign Company
John McCain Professional Profile 500+ Connections
Sarah Palin Professional Profile 364+ Connections

Obama Biden 2008

Barack Obama 2008 Group
Barack Obama Professional Profile 500+ Connections
Joe Biden Professional Profile (Not Available)

Of note: The McCain Palin ticket seems to have a better handle on the LinkedIn community, with a clearly organized campaign company built with all members present. Though Obama has a group containing over 15,000 members, the campaign does not have a clearly organized company nor was I able to find a profile for Joe Biden, the prospective Vice President.

Although LinkedIn represents only a small fraction of the available social networks, it does represent a key demographic of white-collar professionals. The Obama campaign has some clear room for improvement before November.

Nicholas Kinports (follow him on Twitter @ADMAVEN) has worked in the interactive technology world for over 15 years. He is the Digital Strategy Lead and founder of Chicago-based digital marketing firm lonelybrand, where he directs the creation and execution of digital marketing programs that generate measurable signups, conversions and sales.

Interactive Advertising Q&A Roundup

As an active member of communities touching the interactive advertising world I answer many questions on a daily basis. Each week I will round of some of the best questions and answers for your consumption.

Simone Katz, Media Planning and Buying Professional, asks:

What are common metrics used to measure the success of a social networking campaign?

When building a brand through the use of social networks, what are typical goals and how is success measured?
Thanks!

ADMAVEN answers:

Simone,

The direct answer to your question is metrics are either generated in-house or through a partner that specializes in such research. The reality of world today is that social media campaigns are absolutely critical, however clients often balk at integrating them due to poor data quality (i.e. you can't get clear metrics from so many different data points).

Saying "don't focus on the metrics just run with the campaign" is a naive outlook. Metrics must be integrated into the pitch and monitored throughout the campaign to understand what areas are effective and what areas need improvement.

Now to the specifics of the tools; if you do your own research, you will need to use Google Analytics and Alexa to get a clear picture of how your campaign is doing versus the competition. This will only work if you are running a fairly simplistic campaign, however the upside is that you will have virtually no research expense save for the time it takes to monitor data and produce reports.

For complex campaigns, you will need to hire an outside company such as Sway Inc. to produce what is called a Social Media Map. This document outlines the fine points of how your target audience is responding to your efforts. The data is complex, however the results are a better campaign and a greater understanding of how to connect to the target audience.

Typical goals depend on the product or service and target audience. You must compare your sales with industry averages or competitors and gauge the success of your campaign based on a comparison study. Alexa is particularly good at this bit.


Jennifer Dube, Marketing Manager at Cisco Systems, asks:

What's the marketing difference between a Facebook Group and a Facebook Page?
From a marketing standpoint, when would you choose a Group vs Page to promote your company, product, brand or service? What are the pros and cons of each?


ADMAVEN answers:

Jennifer,

My recommendation is to both have a page AND a group. The two are not mutually exclusive and provide two different ways for your audience to connect with your company or product. One route you may choose to take is have a top executive create their own personal Facebook profile and follow with a Group administered by this person.

In social media, the more points of potential networking the better. Some individuals may want to join the Group (a less proactive way to be involved with a product or service) while others may want to network directly with the person they see to be in charge of the concept.

The bottom line is that a technical analysis of Group vs. Page is irrelevant as either one can be created in thirty minutes and require virtually identical promotions channels to be effective.

Remember Jennifer, social media will not be effective as a marketing solution unless you provide a reason for individuals to connect with you and give you their attention. This requires you providing - up front and at no charge - relevant, useful, or entertaining content with little or no branding.


Ben Ayed, CEO of NorkaTech, asks:

What is your experience with viral Bluetooth marketing? Does anyone have experience with low cost beacons such as BlueMediaServer.com for couponing, interactive point of sale or guerilla marketing?

ADMAVEN answers:

Ben,

My advice to you is seek council from the Asian and European markets. Though Bluetooth marketing is in it's infancy in the United States, other more mobile technology oriented markets are taking full advantage and have been for some time.

I recommend contacting an agency that specializes in innovation or digital marketing techniques. If your budget allows and your interest is serious, research into Bluetooth initiatives for your target audience would be the best strategy.

If you have further interest in this subject I may have a case study for you to review.


Steve Crosetti, Owner/Guide at MoJoBella Fly Fishing, asks:

I think the proliferation of video on the web is awesome, but does a mediocre video help your individual brand?


ADMAVEN answers:

Steve,

A mediocre video can actually harm a brand through opportunity cost. The mediocre video will certainly not hurt the brand reputation (assuming it is an aberration in an otherwise outstanding campaign) itself, however the budget expended on that video could have been used to send a more effective message elsewhere.

A mediocre video will generate little attention and fade to obscurity within a week (or less). Your digital advertising budget should be spent on truly outstanding and innovative concepts, thus maximizing your exposure to your target digital audience.

Nicholas Kinports (follow him on Twitter @ADMAVEN) has worked in the interactive technology world for over 15 years. He is the Digital Strategy Lead and founder of Chicago-based digital marketing firm lonelybrand, where he directs the creation and execution of digital marketing programs that generate measurable signups, conversions and sales.

Interactive Advertising Q&A Roundup

As an active member of communities touching the interactive advertising world I answer many questions on a daily basis. Each week I will round of some of the best questions and answers for your consumption.

Joy Abdulla asks:

How can social marketing be shown to be effective in terms of dollar sales?

Is there a mechanism/ method/formula through which we can effectively forecast or project what would be potential earnings for a brand by utilizing social marketing techniques on various sites?

ADMAVEN answers:

Joy,

The answer to your question is that you must have a third party software (or design your own) to measure the effects of your campaign. If the campaign is simple you may be able to track metrics yourself, but if there are any added layers of complication you will need extra help.

I have linked a company called Sway that does this very thing for many campaigns rooted in social media.

LINK: http://www.swayonline.com

Rich Dettmer, Director of Digital Strategy and Partner at Slack Barshinger, asks:

What law governs web based data collection?

When collecting data on a web site, is the collection governed by the laws of the country the data is collected from, or the country where the site is hosted? For example: If I am collecting user registrations from Europe on a site that is hosted in the United States, who’s laws govern that transaction?

ADMAVEN answers:

Hi Rich!

International law is tricky in the traditional corporate sense, but combined with the Internet there is very little case law to call upon.

The generally accepted concept is that you are governed by the place where your business is incorporated (whatever mechanism that may be). If you do not have a brick and mortar establishment, you may be subject to the laws of any country through which you transact. For example, collecting money from a UK citizen and storing that money in the United States exposes you to legal liability in both countries, however collecting data with no financial transaction most likely does not expose you to the country in which the individual providing the data resides. There is some case law along these lines regarding spam as a method of collecting data, and I do not recommend mass emails as a foreign campaign strategy.

In general the United States is a rules based country when it comes to law. You can review case law and find clearly (sometimes not so clearly) written torts, statutes, and laws that govern our businesses. In Europe (since this is in your example I will use it here) the laws are principle based. In other words, courts tend to look at your intent more than your action when deciding cases. If you are not doing anything blatantly illegal, I would say your liability is very low.

You can always seek council through an international attorney, but this is a costly engagement and may not provide you with a clearer answer.

I highly recommend contacting the consulate of each country in which you are interested to discover more about what your legal exposure may be. In my experience they are very helpful and willing to discuss these issues as well as the culture of their home country (which may help you formulate regional marketing strategies).

DISCLAIMER!

I am not a lawyer, though I do hold a Bachelor of Science in International Business and am almost through my MBA in the same subject. These kinds of questions appear in case studies and course materials. I hope my answer helped!

Laura Fitton, Principal and Founder of Pistachio Consulting, Inc., asks:

How can businesses use Twitter and other microblogging tools?

Communications, advertising, PR and social media agencies, what are your client's burning questions about Twitter and other "microblogging" platforms? Where do you look for the answers to what they should be doing?

ADMAVEN answers:

Laura,

Clients do not typically know about Twitter as a business tool. When appropriate, I may suggest microblogging as a way to engage a passionate target base.

The important thing when using Twitter - or any blog based tool - is to provide relevant content that is of interest to the target audience. Because Twitter is an opt-in service, target users must feel as though they are receiving something in exchange for their attention.

You can read more about how to use blog and microblog tools in ADMAVEN - The Interactive Advertising Blog, which I have linked below as a resource. Scroll down to the article entitled, "SEO vs. SMO Part 3: The Social Metropolis". Read the linked materials in the article and you will have a complete understanding of how to engage a target audience with a blog or microblog tool.

LINK: http://admaven.blogspot.com/2008/08/sem-vs-smo-part-3-social-metropolis.html

Natalia Alexandrou, Senior Marketing Executive at Report Buyer & Piribo, asks:

B2B Affiliate Marketing - does it work!?

I'm interesting in hearing your experiences (good and bad) with B2B affiliate marketing... and I'm not talking about the affiliate programs which use B2C tactics such as printer companies etc.

Are there any success stories? How did you approach possible partners? What tools work best for you?

We are a B2B company and we launched an affiliate program 5 months ago through a network with a dedicated campaign manager... and are only getting B2C affiliate sites joining our program. Is the industry just not ready to take on B2B affiliates?

ADMAVEN answers:

Ms. Alexandrou,

My experience has taught me several things about B2B Affiliate Marketing:

1) Pursue affiliates with whom you have a long and trusted business (or personal) relationship first. This may involve a C level meeting where you speak to the CEO, COO, and CTO to generate a list of companies that are willing to go the extra mile and form an affiliate relationship.
2) Be flexible. Although you should come in with a detailed plan on your Affiliate program, be willing to tweak the plan for each Affiliate. Every company is different, and applying one model to your targets may discourage them from forming a relationship.

When I started my B2B affiliate program, we went to our CEO and generated a couple of leads with whom we knew the CEO had maintained a personal relationship. These companies trusted our brand name, and were willing to at least listen. We then came in with our presentation, including the buy in figures, terms, etc... We had a contract ready to go, but never got a signature right away. Instead, we found the average time to close an affiliate was 6 months, and involved detailed negotiations with top management on both sides. Each deal was unique, but persistence and follow-up helped get the job done!

Nicholas Kinports (follow him on Twitter @ADMAVEN) has worked in the interactive technology world for over 15 years. He is the Digital Strategy Lead and founder of Chicago-based digital marketing firm lonelybrand, where he directs the creation and execution of digital marketing programs that generate measurable signups, conversions and sales.

SEM vs. SMO Part 3: The Social Metropolis

Social Media Optimization continues to grow at an exponential – and nearly incomprehensible – pace. In the agency world it is almost impossible to stay at the forefront of the SMO environment due to this rapid expansion. That being said, there are a few agencies that do an outstanding job of keeping abreast. In the third installment of the SEM vs. SMO series, I will focus on GoViral, the concept of The Social Metropolis, and the book by the same name.

To begin, let’s get up to speed on the concept. At the end of the article I will provide a link to download the full book free of charge from GoViral.

Jimmy Maymann, the founder and CEO of GoViral, presented his concept of The Social Metropolis this year in Cannes. The video of his presentation is below. Though lengthy, it provides a basic introduction to the concept of The Social Metropolis and what it means to enter this emerging space.

One of the key takeaways from Mr. Maymann’s presentation is the concept of democratization of information. As more people have free and unfettered access to the internet, we see a growing trend of consumer empowerment. The following excerpt from The Social Metropolis highlights the resulting disparity between consumer intelligence and the current state of the ad industry:

“The result is a genuine mismatch between a media and marketing experienced public, and a marketing/advertising industry that, generally speaking, have been delivering the same product since the 1970s. I magine if Ford or Sony did the same...? The old model is broken - a new one is only slowly taking shape. Over the past decades, companies have become used to defining their message, shaping their brand, and having complete control over the channels of communication. Now they are losing it” (The Social Metropolis – Page 11).

Though there is a bounty of new and exciting information in The Social Metropolis, ADMAVEN wants to highlight the bigger picture – respect SMO or be left in the dust.

Explaining exactly how you can take advantage of SMO to leverage your next big campaign is out of the scope of this article. This information, however, can be gleaned by reading GoViral’s The Social Metropolis. Visit GoViral and download the book here.

Happy reading!

Nicholas Kinports (follow him on Twitter @ADMAVEN) has worked in the interactive technology world for over 15 years. He is the Digital Strategy Lead and founder of Chicago-based digital marketing firm lonelybrand, where he directs the creation and execution of digital marketing programs that generate measurable signups, conversions and sales.