Social measurement isn’t so hard anymore

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Long gone are the days of traditional media and the seemingly simple methods of measuring marketing ROI. In today’s industry, measuring ROI for new media presents numerous challenges that call into question the very usefulness of the mediums marketers now employ.

But the ability to measure social ROI isn’t a lost hope. Many modern marketing professionals are applying old-school techniques to new-school tactics.¬†Brian Cavoli of BzzAgent says that Matched Panel Tests, comparing product sales of two similar markets where only one is exposed to social marketing, can provide compelling results for the sales-inducing potential of social media marketing.

Many marketers within recent years have focused on “impressions” on social marketing to determine the viability of a social medium. But even Matched Panel Tests and similar methods focus on the idea that consumer behavior is what’s important to measure, not quantifiable impressions, according to an AdEase writer.

This presents the same challenge to marketers to prove behavior is induced by social media efforts, and the proof is easier to find now. The following infographic analyzes the effectiveness of social media in a quantifiable way.

social media infographic

Social Media Effectiveness

Earth lovers becoming more intrusive than ever

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Environmentalists exist and are very vocal in all facets of daily life. Increasingly consumers are engaging with environmentalism in the workplace, in schools, in shopping centers, and in public areas. Recently, it was reported that 71 percent of all consumers consider the environment when making a purchase. Environmentalists are also getting more creative and intrusive in their methods of persuasion.

Guerrilla marketing techniques are becoming more common. New methods of getting people’s attention for environmentalism are finding themselves in bathrooms and private areas. Within the last five years at least, universities across the country have implemented or considered implementing a timing system in residence halls and dorms to remind students of preserving the environmental resources available to them.

Although more of a health and wellness motive than environmentalism, even some stores have initiated alert-enable soap dispensers to “persuade” customers to was their hands and stop the spread of germs.

Increasingly, society and government are making strides to push environmentally friendly practices into businesses and corporate social responsibility practices (see infographic below).

environmental jobs

 

This poses a question to many marketers. Marketing in this way is both intrusive, creative and effective. How can this type of strategy be employed in everyday consumer product marketing?

Snapchat, Instagram Direct: Consumer intent drives preference

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Snapchat was first launched in 2011 as a photo-sharing app that allows the user to limit the time another person can see a photo once it’s received. According to Business Insider, an average of 750 million photos travel through Internet by way of multiple online vehicles, 50 percent of those being from Snapchat.

Instagram Direct

Instagram Direct

Facebook’s Instagram launched a new feature called Instagram Direct, which essentially allows the user to send a photo privately to multiple followers and see who’s viewed, liked or commented in real time. Many people and interested parties questioned the intent of this new feature, many taking it as a direct competitive move against Snapchat.

However, the user’s motivations are what really drive the preference for one app or the other. For sharing a quick photo that can only be seen for a short time, Snapchat is obviously the right choice. But Instagram Direct achieves greater utility and adds the ability to send pictures to friends that may not be meant for the entire audience. It’s essentially Instagram’s private “messaging” system. Kyle Wong, Forbes contributing writer, asserts that the difference lies in the idea of conversations versus broadcasting.

Instagram and Snapchat can peacefully coexist while the motivations remain the distinctive part of the two platforms.

Instagram Statistics

Instagram Statistics

Snapchat Explained

Snapchat Explained

Want to play a game for a Happy Meal?

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Advergaming has become commonplace for consumer life and B2C marketing. Companies such as Chipotle and Burger King have created advergames that engage audiences in games that reinforce brand recognition and brand engagement.

With the dramatic shift in media consumption patterns over the last decade, it makes sense that businesses now target consumers where they spend so much time: gaming. Although some companies have not ventured into this due to cost, it has begun to be a more popular marketing tactic for businesses today.

media consumption pattern

Shift In Media Consumption Pattern

 

Gary Kitchen, CEO and President of Skyworks, a company that has delved into advergaming, says it’s a mixture of knowing your brand and developing an engaging game in the process. This is not unlike what advertisers do in traditional and other emerging media. It may become easier for brands to engage in this type of marketing as technology becomes more accessible and more customizable for the public.

How much is a tweet worth?

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Social media is no longer a question, but a necessity for companies that want to survive in the digital age. The real question lies in the value of social media from a business perspective. A constant struggle that marketers go through is proving the return on investment for social media. According to a SocialMediaToday.com writer, research exists to prove that personal recommendations make it 50 times more likely to result in purchase if it’s from a trusted source.

The infographic below shows 10 examples of how social media can be proven, but many business leaders are still skeptical.

social media roi infographie

10 Examples of Social Media ROI

For some professionals, the idea of social media ROI is more of a discussion of how to measure instead of not being able to measure. Aliza Sherman asserts that marketers struggle to measure ROI on social media because they’re using antiquated methods for which to measure.

As businesses move forward in adopting emerging media, such as advances in social media, there may be a shift in the conversation about measurement.

Social Media: Your resume and business card

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Just how much do we tell others about ourselves on social media? What are the implications of living “online” when you are an potential¬†employee or a business manager/owner?

In many cases, social media accounts define our online personal identities and brand identities in the social space. SocialMediaToday.com says social media is a brand identity visually, in presentation and promise, and brand voice.

6 Social Media Facts for Brands from MediaBistro.com [INFOGRAPHIC}

social media info graphic

Social Media Facts

On the consumer side, Forbes says nearly one-third of employers use social media in recruiting. This gives importance to developing an online identity that is professionally acceptable as well as socially. Brands have an obligation to do the same or risk controversy, as the Chick-FIl-A CEO, Dan Cathy, experienced last year.

Having an online brand identity is just like having a resume or business card, only the person or business is under extreme scrutiny for showing their “true colors” in many cases. This presents a lesson for everyone that social media is not just for fun, but has long-term effects as well.

Don’t post on Facebook that you’re going out of town!

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Much talk has been going about privacy issues on social media and the Internet overall. Parents and even young adults are worried that companies are learning “too much” about their lifestyles, habits and preferences. The problem is “too much” information was probably given from the start.

There have been stories told and jokes made about letting criminals and other “weirdos” getting to know you a bit too well because of your social media accounts. Your birthday, address, day-to-day activities and even geographic location are all posted online through social media, and criminals are now using this to achieve their goals. It may sound a bit extreme, but more than 80 percent of crimes committed because of information found online was found on social media.

The video above shows how social media sites like Facebook are making attempts to increasingly “personalize” how and when we view content online based on preferences. And this information goes into databases that hold information about thousands of consumers. If Facebook really did enact filters like the ones shown above, then they very well could know more about you than you may know yourself.

It’s important to be conscious of the direction privacy issues are going to measure the implications of Internet and social media usage.