Tag Archive | "metrics"

Follow These 4 Steps to Turn Social Followers Into Brand Super Fans

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Accumulating Twitter and Facebook followers is important for every brand, but if those followers aren’t listening and engaging, they’re useless. Worse, if none of them turn into brand ambassadors, your brand is not long for this world. The actual most important social media statistic is what I have dubbed “The Ratio.” That is, the amount of engagement you have on your profile compared to your overall subscriber count.

Achieving a solid ratio is naturally more difficult than just gaining followers. Think of it this way: Do all of your friends want to talk about the exact same topics with you and spend the same amount of time with you? Probably not.

There will be some consumers who want as many details about your brand as you can give them, some who would like to hear from you twice a week, and some who just want to know about significant moments for your brand. Figuring out how to give these different groups what they want is no small feat.

Moreover, the reality is that only a small percentage of subscribers will see your posts, and an even smaller number will engage with them. Understanding that not every consumer will become a brand ambassador is a bitter pill to swallow. However, once you’ve taken that pill and learned what certain groups of fans want, here are four ways to elevate regular fans to all-important brand ambassadors.

1) Give them some credit

It’s simple psychology, but the easiest way to encourage good behavior is to provide positive reinforcement. I’ve found that the first thing a super fan wants is to be heard. Determine which fans are engaging with your content the most.

Which have the most positive brand sentiment? Which seem like they would talk your brand up to family and friends? Like their tweets, like their Facebook comments, and regram their Instagram posts. But don’t stop there. Encourage them to be real people who interact in real and creative ways. For example, if someone brings a homemade sign to a concert, mention how beautiful it is on stage.

You immediately increase customers’ loyalty simply by recognizing that their dedication does not fall on deaf ears. The great thing about acknowledging one power fan is that it usually makes an entire fan base excited in the hope that one day, others might have a similar experience. All your fans can live vicariously through one fan’s recognition.

2) Make it worth their while

If brand ambassadors constantly support you in a positive way, take things a step past acknowledgement and deliver a full-blown reward. It can be anything from a free offering from your storefront to tickets to a concert to a personalized video message. If possible, make the reward tie into to your brand.

3) Give them 15 minutes of fame

If it’s possible, and it’s in good taste, I encourage brands to showcase the super fans who are getting rewarded. It shows that the brand cares about their ultra-loyal customers, gives other brand ambassadors something to aspire toward, and makes the fan feel great. It’s a win-win for everyone involved.

4) Repeat, repeat, repeat

Even once you have super fans, you can’t ever stop rewarding or acknowledging your fan base. Sometimes it’s impossible to get to everyone, but it’s important to do what you can. A little bit goes a long way, and it’s always important to show your audience that you’re listening.

It takes work to develop super fans, but having them on your side is invaluable. They’ll amplify your brand on social media and in person. They’ll give you quick feedback. And they’ll set a positive tone for others that will help you attract more customers and bolster engagement rates. Those are the metrics that matter.

Always seeking innovative ways to create organic, meaningful connections between artists and their fans, Cassie Petrey formed Crowd Surf in 2007. The Los Angeles-based company provides catered and specialized marketing services to clients at some of music’s biggest labels.

Image courtesy of Nicu Buculei on Flickr.

Article courtesy of SocialTimes | RSS Feed

Velocity, Acceleration, and New Ways of Measuring Marketing Impact

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Facebook Tops 2.5 Million Active Advertisers, Adds TV-Like Ad Buying

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Facebook’s Atlas Streamlines Quality Assurance

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Article courtesy of SocialTimes Feed

Facebook Updates Business Manager

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Compare Metrics for Five Pages with Facebook Business Manager

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Facebook Makes Ads Manager, Power Editor Easier to Use

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Facebook Thursday announced significant updates to its Ads Manager and Power Editor tools to create and manage ads on the social network.

The changes are aimed at enabling advertisers to more easily buy, optimize and manage ad campaigns on Facebook, and updated versions of both Ads Manager and Power Editor will begin rolling out Thursday to “a small percentage of advertisers,” with a wider rollout “in the coming months.”

The social network outlined the changes to both tools in a Facebook for Business post, saying of Ads Manager:

Ads Manager continues to be the single destination for advertisers to create, edit and analyze Facebook ads, and now it features a streamlined layout that brings performance metrics to the forefront of the tool. That means advertisers can quickly reference how their ads are performing in the same environment where they create and edit them.

The Manage Ads section is the Ads Manager homepage and shows the ad account’s spend over the last week. When you click into a campaign, ad set or ad, the graph at the center of the page shows performance, audience and placement results. Advertisers can adjust the date range and filter performance data by ad objective, metric, delivery status and other custom options. Plus, they can automatically save and send reports at set intervals, so they don’t have to manually run and distribute reports.

Within the same environment, advertisers can create and edit multiple ads at once, speeding up the creation and editing process. Bulk editing makes it easy to change the targeting or budget of multiple ads at the same time, and the “create similar” tool helps advertisers quickly duplicate an ad, ad set or campaign.


As for Power Editor:

Power Editor is designed for large businesses that need to create and track many ads at once. The new version of the tool offers a larger and more functional layout for creating ads and improvements to advanced search and bulk editing, so advertisers can easily find and edit existing ads and create new ones.

Power Editor’s new layout has an edit pane that gives advertisers more working space for editing ads and viewing campaign information. Plus, multiple ad selection helps advertisers edit ads, ad sets and campaigns faster.

Advertisers can find ads, ad sets or campaigns faster by searching by name or ID or by filtering by delivery status or objective. There are also new “recently edited” and “recently uploaded” filter options, so recent work is easy to find.


Facebook director of ads product marketing Matthew Idema said in a statement emailed to SocialTimes:

We’ve been working closely with marketers and agencies of all sizes to understand what they need to improve the process of buying, optimizing and managing their ad campaigns. These significant upgrades to Ads Manager and Power Editor reflect our commitment to drive measurable business objectives.

Advertisers: What are your early impressions of the updates to Ads Manager and Power Editor?

Article courtesy of SocialTimes Feed

Flurry Analytics Rolls Out Support For Apple Watch

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Which Social & Mobile Metrics Should You Be Paying Attention To?

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As more and more mobile and social data is able to be tracked, categorized and prioritized, analysis paralysis can set in. So how can you use analytics in your social and mobile ad campaigns without becoming overwhelmed?

Making sure that the numbers you’re paying attention to are the ones necessitated by your objective can be the biggest step to success, according to Gartner managing vice president Julie Hopkins and mobile marketing lead Mike McGwire. Hopkins and McGuire talked about what marketers should be focusing on in a presentation, Better Insights and Action From Mobile and Social Investments, at the Gartner Digital Marketing Conference in San Diego, Calif.

The duo acknowledged that there’s a gap when marketers try to prove worth to C-level executives. It’s still sometimes difficult to prove hard ROI from social or mobile campaigns, McGuire said. He noted that marketers can measure the impact of mobile and social investment against three ROI tenets: revenue generation, cost reduction and risk.

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So what should marketers track to prove the worth of a campaign? On social, McGuire and Hopkins recommend reach metrics such as impressions and brand mentions, engagement metrics such as clicks, likes, shares, views, comments and reblogs, and conversion metrics. However, they noted that only some of these analytics will be helpful.

The main way to glean real insight from analytics is to tie it back to the objective. They developed a script marketers can fill in, ad libs style, to figure out what they’re really looking for:

Through our efforts to engage ____(name of customer or prospect group)____ on ____(network)____using content like ____(whitepapers/videos/discussion groups)____, we will be able to _____(anticipated result)____, which will be indicated by a change in ____(metric)____.

Wondering which metrics are best for each goal you may have? Here’s a handy table:

Screen Shot 2015-05-06 at 11.05.38 AMReaders: How do you prove the worth of your social campaigns to C-level executives?

Social Media Newsfeed: Facebook Android Dialer | 61 Social Media Metrics

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Facebook is Testing an Android Dialer with Caller ID and Automatic Call Blocking (VentureBeat)
Facebook is developing a new Android dialer that leverages the social network’s massive database of phone numbers. The company confirmed the existence of the app, simply called Phone, but wouldn’t offer any more details. Digital Trends As Facebook Home proves, Mark Zuckerberg’s company has no qualms about taking over your smartphone, and a Phone app could presumably be used as a replacement for the default one (on Android at least). We’ve heard countless rumors of a dedicated Facebook phone down the years, but perhaps the social giant just wants to dominate the smartphone you already have. IBN Live The feature appears to have mistakenly popped live on the app with a FB-Only tag before its launch and showed a dialer icon, named Phone. However, tapping it to install leads to a “no page found” error, possibly due to its premature showing up on the app, while the original release is yet to be announced.

61 Key Social Media Metrics, Defined (The Next Web)
Basically, social media KPIs, or social media metrics, are whatever is most important for your business. These are the goals and benchmarks that help you determine how well your campaigns and strategies are performing.

Acura’s Social Strategy for March Madness Centers on 103 Memes (Adweek)
The Japan-based company’s marketing team has concocted 103 pun-minded memes for Tumblr, Twitter and Facebook, hoping to deliver a social media slam dunk. The campaign, dubbed “March Memeness,” pushes the Acura 2016 ILX.

Twitter Helps Bullied Teen Celebrate Birthday After No One RSVPs to His Party (TIME)
What started out as a simple mother’s request for a few birthday wishes for her 13-year-old son turned into a viral sensation overnight, ending in a party fit for any A-lister. The story of #odinbirthday begins when a Canadian woman posted a message about her son’s birthday on Friday to a local Facebook group, asking for some support.

Are You Suffering from Twitter Tools Overload? (SocialTimes)
With all of the tools on the market, it can be overwhelming to think about which ones you should incorporate into your daily or weekly marketing routine, and which can be ignored. And I’ll make the argument that the number of tools you actually need is probably less than you think.

Starbucks Sticks to Race Initiative After Social Media Jabs (Bloomberg Business)
Starbucks Corp. is sticking with its race-relations effort even after the coffee chain faced a backlash on social media last week. CEO Howard Schultz said in an open letter to employees on Sunday that, as planned, Starbucks is ending one part of its program — having baristas write “Race Together” on customers’ cups — while laying out additional activities for the coming months.

Juggling? There’s a VOD for That (LostRemote)
Well, now that spring has taken a wrong turn over here on the East Coast, there’s very little reason to not hole up in your house, binge watch “Bloodline” and scroll through Twitter until April. Or is that just me?

Social Media is Alive with Snow Geese This Weekend (Lancaster Online)
The Twitter-sphere and Instagram have been alive this weekend with reports and photos of snow geese at the Pennsylvania Game Commission-owned property that attracts tens of thousands of migrating snow geese each spring. If you haven’t gotten out to see the snows yet, don’t procrastinate.

Facebook Debuts FbStart Portal (SocialTimes)
Members of Facebook’s FbStart initiative for mobile application startups now have a shiny new portal on which to congregate. Product marketing manager Kevin Prior introduced the new FbStart portal and detailed its features in a post on the social network’s developer blog.

Article courtesy of SocialTimes Feed

February 2016
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