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When thinking about your social media strategy, you should be planning for 6 important metrics. What are the six? There are 3 different levels of social media participation and 2 different types of measures. Put them in a 3 x 2 matrix, and you get six.

Here’s the rundown on the 3 social media engagement aspects to measure:

  • Activity – Any metrics relating to actions your organization is taking on social media: blogging, tweeting, posting, promoting, etc.
  • Interaction – This category’s measures focus on how your audience is engaging with your social media presence: followers, comments, likes, sharing, user created content, etc.
  • Returns – This group accounts for where your social media activities directly or indirectly support measures driving successful organizations: revenue creation (and the activities that lead up to it), cost minimization (along with activities to help achieve it), and other critical financial performance metrics.

Relative to the two different types of measures, use the “whole-brain metrics” strategy we’ve recommended before: capture both quantitative (left brain) and qualitative (right brain) elements. Using this metrics dashboard strategy accounts for both the “hard” numbers and softer perspectives (stories, images, buzz-related feedback) to provide the most complete evaluative picture of your social media strategy.

There’s a clear advantage to considering the metrics strategy when devising your overall social media strategy. The earlier you think through what you should be tracking in these six categories, the better you’ll be able to shape your innovative social media strategy to be ROI-oriented. – Mike Brown

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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Today’s the day for the American Marketing Association Virtual Event – “Unveiling Marketing Research’s Future Online.” You can still register for this great event today, and the content will be available online through September 23, 2010.

If you’re a tweeter, you can follow the event at #AMAMRC. If you aren’t a tweeter, you can watch the reactions to the event right here throughout the entire day. As for me, I’ll be introducing several sessions and spending the day focused on the event, so join us for great learning and networking!

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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Want to take part in an incredible, absolutely FREE learning opportunity on marketing, research, and the future?

Then join us Wednesday, June 23, 2010 at 9 a.m. CDT for the second virtual event from the American Marketing Association, “Unveiling Marketing Research’s Future Online.”

The initial AMA virtual event earlier this year featured outstanding content, time to learn about an incredible array of marketing services companies, and opportunities to network with both speakers and thousands of other marketing professionals.

Without leaving your office!

All for F – R – E – E!

That’s why the first event earned rave reviews, and Wednesday’s event will be sure to receive the same! While the connecting theme for the event is market research, the learning opportunities extend to other marketing and strategy disciplines as well. The speakers include both top-rated speakers from the 2009 AMA Marketing Research Conference I chaired and new presenters as well.

The incredible speaking lineup includes:

To reserve your spot right now, register at the AMA website. While you don’t have to be an AMA member to participate in the virtual event, AMA members will have even more special networking opportunities available to them.

And while you’re on the AMA website, check out the schedule and speakers for the in-person AMA Marketing Research Conference “Unfiltered Perspectives. Unexpected Opportunities.” This incredible event will take place September 26-29, 2010 in Atlanta.

Be there Wednesday, June 23 and track all the activity for both the virtual and in-person events on Twitter by following @amamrc and by monitoring and tweeting with the #amamrc hashtag. – Mike Brown

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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2

We’ve talked before about The Brainzooming™ Group strategy for producing live event social media content. Rather than relying exclusively on content being generated by attendees, The Brainzooming Group strategy focuses on producing social media content through a team covering a conference or industry event across social media channels. In essence, the team we organize is a small news operation reporting on conference events via video, images, audio, and the written word.

At the recent 2010 Business Marketing Association Engage conference, our social media team numbered more than fifteen. It included a mix of business marketers, marketing communications professionals, and social media specialists. With that much talent assembled, we struck a balance between ensuring the event’s coverage from a news perspective (through preparing an extensive live social media reporting primer and editorial schedule), while providing freedom for the social media journalists to interact with attendees and presenters in creating spontaneous content onsite.

Beyond the event’s planned content, the BMA social media team’s creativity produced other great videos. Here are three that emerged from their onsite creativity.

The first video is a recap of the Business Marketing Association Engage conference social team’s efforts during the three day event. It was produced by Tim Dreyer of Zebra Technologies and features team members describing their conference social media roles.

The next video extended our brief post-presentation video interviews by featuring a longer, day-before discussion with author Chris Brogan. It includes a great behind-the-scenes look at how Chris adapted his topic and delivery specifically for the BMA Engage audience. The video was done by multi-dimensional social media team members Nate Riggs and Becky Johns (both future social media luminaries on par with Chris Brogan, btw).

Given the relationship Nate and Becky have with Chris, they also shot this funny video spoof about Help a Reporter Out (HARO) creator Peter Shankman, with Chris Brogan doing a send-up of Shankman’s manic style.

This video has already turned into a skydiving dare between the two social media rock stars, with someone’s favorite charity due for a $1000 gift because of it.

All part of the fun coupled with the real business benefits of bringing together great talent, providing some structure and letting them create rich social media content for and about an event. If you’d like to explore how The Brainzooming Group can do the same thing for your conference, contact us. – – Mike Brown

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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I’m excited to see “Trust Agents” co-author Chris Brogan present in person for the second time this year at the BMA Engage conference tomorrow. Having seen him earlier at the Kansas City IABC Business Communications Summit in February, his innovative presentation style is one unlike I’ve never seen, and I really can’t imagine anyone else pulling it off successfully.

Speaking from what seemed to be a handwritten “set list” on a folded up piece of paper, Brogan spent an hour sharing his strategic perspective on how people behave, interact, and expect to be treated. Quite frankly, he struck me like the smart, quiet guy you see in a corporation who observes everything, sees the strategy gaps the big business so obviously misses, and figures out all the answers while hardly ever getting the chance to share them.

Through a patient strategy of freely sharing insights and perspectives from his innovative viewpoint, Brogan has created the opportunity to share his strategic wisdom in increasingly rarified venues. For all the “GET MASSIVE FOLLOWERS, BE A SOCIAL MEDIA ROCK STAR QUICK ” scams floating around the web, Chris Brogan has transferred a consistently, strategically constructed online platform to an IRL business where he routinely gets the chance to share his much sought-after answers.

Among the great strategic insights at his Kansas City presentation about better cultivating and growing customers with the help of social media:

  • A company can best help its people understand what it means to represent the brand by providing some level of media relations training to every employee.
  • The best social media people come from customer service. They’re used to talking with customers and representing the business across many situations.
  • The first steps in social media strategy should focus on prepping for crisis communication, marketing at the time of need, better addressing customer service, and conducting research on customer needs.
  • Don’t spend so much time on yourself. Brogan tries to communicate 12 times more about others than about his own stuff (a remarkable strategy considering some of the authors who pound relentless tweets and Facebook updates all about themselves).
  • A brand lives or dies by its database and how the company cultivates it between the times it is marketing to people.

His most important statement? The importance to Brogan of keeping people who matter to you when you don’t need anything at all from them. It’s an important life lesson, irrespective of whether you use social media or not.  – Mike Brown

The Brainzooming Group helps make smart organizations more successful by rapidly expanding their strategic options and creating innovative plans they can efficiently implement. Email us at brainzooming@gmail.com or call 816-509-5320 to learn how we can develop an integrated social media strategy for your brand.

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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For the second year in a row, The Brainzooming Group will be producing the social media content effort for the national Business Marketing Association Conference in Chicago which starts Wednesday afternoon, June 2 and runs through mid-day Friday, June 4.

The lineup of presenters includes:

You can download a copy of the conference brochure to get a better sense of what happens when throughout the three-day event.

Under the conference’s “Engage” theme, we’ll lead a team of great business marketing, communications, and social media professionals covering the conference through live tweeting, blogging, video, photography, LinkedIn, Facebook, and Foursquare, among other things!

A wide array of social media efforts will provide a content-rich experience to both attendees and those who can only attend the BMA conference virtually. Our team will be adding to the conference by allowing you to:

  • Track Presenters and Presentations: All social media feeds from this stellar B2B learning event can be found at the conference’s Engage aggregator site. You can also track tweeting activity here or on the main Brainzooming page. The conference Twitter hashtag is #BMAEngage. We’ll also be using codes for specific sessions to focus the broad content.
  • Spread the Learnings: When you see information that resonates with you, share it with your own network through retweets and other social bookmarking.
  • Participate in LinkedIn Discussions in the BMAEngage Group: LinkedIn members are invited to join the BMAEngage group on LinkedIn. You’ll be able to participate in extended discussions with presenters and other group members on the B2B marketing topics addressed throughout the event.
  • Share Your Own Perspective on B2B Topics: We’ll be linking from the main site to B2B and other relevant marketing topics on the web. If you’d like to share your perspectives, leave a link to your blog post in the comments section here, and we’ll get related links shared on the conference website. You can also leave comments on the BMAEngage Facebook wall, in addition to checking out other attendees, discussions, events, and content about the conference.
  • Follow the Business Marketers Tweeting about the Conference: Through an online application called BlastFollow, you can follow everyone tweeting with the #BMAEngage hashtag. Simply go to the Blastfollow website, enter the conference hashtag (#BMAEngage), your twitter id and password, and BlastFollow does the rest.
  • Get the Full Conference Twitter Transcript: Visit What the Hashtag? to download a pdf file of tweets for the entire conference or any date range.

For those who are able to attend in person, there are even more ways to get engaged with social media effort:

  • Tweet with Us – Do your own live tweeting during the event using the #BMAEngage hashtag. When you do, there’s a great chance you’ll see your tweets on screens throughout the venue. We’ll be using the Wiffiti application from LocaModa to post tweets and share them with conference attendees.
  • Shoot Your Own Videos and Photos to Document the Conference – Just as with blog posts, we’re eager to have attendees share videos and images of presenters, other attendees, and the event. You can stop by the Engage Social Media Station to upload your videos and photos or send links to BMAEngage@gmail.com.
  • Check in on Foursquare (and Let’s All Get a Swarm Badge) – We’ve set up a FourSquare location specifically for BMAEngage at the Swissotel. Be sure to check-in daily, to let everyone (including your boss) know you’re present and accounted for with all the great sessions at BMAEngage.
  • Learn and Share Your Knowledge with the Social Media Team – The social media team is comprised of some great marketing, communications, and social media professionals. The conference provides a great opportunity to network, share best practices, and talk about new ideas on various topics. You’ll be able to pick out the social media team with our black “Engage” shirts throughout the conference.
  • Let Others Know You’re Engaged in Social Media – The social media team will have “Engage” buttons for anyone who’s tweeting, blogging, or creating other attendee-generated content. Simply stop by the Engage Social Media Station or hit up one of the social media team members for your button…once you engage in social media!
  • Join Us for a Pre-Conference Tweetup Tuesday Night – For anyone at the conference or in Chicago on Tuesday, just us for a Pre-Conference Social Media Tweetup at 6:30 p.m., Tuesday, June 2. It will be at the Palm Restaurant in the Swissotel. Anyone at the conference and friends of the Brainzooming blog are welcome to join us!

Remember you can track the live tweeting activity below or on Twitter with the conference hashtag #BMAEngage and find all the conference’s social media feeds at the main website.  Get Engaged! – Mike Brown

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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1

Last week, I attended a Kansas City Media Mix luncheon featuring Scott Jones, the CEO of ChaCha. ChaCha is a free, text-based question answering application; simply text a question to 242242, and you’ll receive an “answer” to your question, along with some type of targeted ad integrated into the text-based response.

Jones shared that the predominant audience for ChaCha is 17 to 23 years of age, reflecting the intense texting activity in this age segment. He cited a recent study showing 68% of teens identified texting as their preferred communication channel. In fact, based on the age distribution chart Jones showed, I might be the oldest known ChaCha user as it has become my trial application for a couple of weeks.

After asking several questions of ChaCha, you get a four-question text-based survey to understand your age, location, gender, and phone configuration. This set of questions allows ChaCha to start profiling you, and along with your question history, provide targeted advertising opportunities. This is where it appears ChaCha is generating its revenue, since competitor KGB charges 99 cents per question. Interestingly, Jones reported that ChaCha had a large spike in usage about 5 minutes after the Super Bowl ad KGB ran. He attributed this to people trying KGB while teens in the room suggested using the free ChaCha service.

Texting is obviously an area of interest for marketers, especially those trying to reach a young audience. Of 280 million mobile phone subscribers, 233 million have text capabilities, and 70% of marketers are currently using or plan to use mobile within marketing campaigns.

It’s a long holiday weekend, so if a question comes up and you’re stumped, text a question to ChaCha and see what you get. The answers I’ve received so far have been in the ballpark, but often miss the mark relative to the desired level of detail. But, hey, it’s free.

And just in case ChaCha doesn’t know when Brainzooming will publish a new post again, it will be Tuesday. See you then! – Mike Brown

Mike Brown

Founder of The Brainzooming Group, and an expert on strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.

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