If you are managing a Facebook Page to promote your business or organisation then one question you may be asking is how to measure your Facebook marketing success.

Facebook themselves comment that they believe the following measures are the most relevant:

Reach: Did you reach the right people, how many of them did you reach, and what was the frequency?

Brand resonance: Did reaching these people change perception in the way you wanted and did the message stick?

Reaction: Did people actually go into stores or onto your site and purchase?

Consumer insights: What have you learned about people, product and brand that can improve the business?

These are certainly helpful to review - but remember to link these back to your overall marketing communications goals for your organisation to develop your key performance inducators to measure your Facebook marketing success especially when it relates to integration of your marketing communications.

Facebook have produced a guide (pdf) to help you measure your Facebook marketing - you can also see it below - I posted it to SlideShare for ease of access of my  digital marketing students.

What other things do you measure when it comes to marketing on Facebook?

Email is not dead - so says Twitter!

This week Twitter have announced that they will be sending users a weekly email digest delivered to your inbox which will summarise the most relevant Tweets and stories shared by the people you’re connected to on Twitter.

I've just checked my Twitter account today and noticed that the setting to receive the weekly email digest from Twitter is set to 'ON' as a default.

If you want to check if the feature is enabled for you or if you want to turn off the default then go to https://twitter.com/settings/notifications when you are logged into your Twitter account.

At the bottom of your settings you will see a note that says "A weekly digest of Stories & Tweets from my network".

 

 

Being billed as the first campaign using Pinterest by a brand (which it's not) here is a campaign that ran in Israel recently for Kotex.

The campaign that ran on ‘Women’s Inspiration Day’, identified 50 ‘influential’ women on Pinterest and sent them a personalised gift based on the content of their pin boards (a little like the KLM example where they gave gifts to passengers based on their Twitter profiles).

From the 50 gifts that were sent out, the video below claims that almost 100% of the recipients posted about their gift, creating 2284 interactions and 694,853 impressions.

Pinterest was chosen as a platform for the campaign, created by Israeli agency Smoyz, as a social network where women express their style and design inspirations.

What innovative ways have you used Pinterest in your business?

Have you started to explore Google Plus pages for your business?

One of the elements of Google Plus is the opportunity for you to host online video conferences with others - this  feature is called hangouts.

This week some well known employees of Dell in the US hosted a Google Plus hangout  talking about the of social media by Dell for supporting their customers including the use of social media platforms across the globIn the event they also talk about the fact that they are not listening to Dell customers on a geographic basis - but by language.

You can watch the Dell Google Plus hangout with Richard Binhammer and Lionel Menchaca below.

If you are interested in learning more about Google Plus for lead generation rather than customer service then you can join me at an event I am delivering for the Sales Institute of Ireland on Wednesday 23 November 2011 in Dublin. And if you can not attend the live event you can join me on a live webinar - I will be posting details of the webinar on my Google Plus Page and over at Facebook later today.

 

 

Recent research by the University of Massachussetts about the use of social media in the Fortune 500 has been published and identifies:

• One hundred and fourteen (23%) of the primary corporations listed on the 2011 F500 author a business blog - compare this however to the 2010 results for the Inc. 500 which shows that 50% have a corporate blog
• Three hundred eight (62%) of the 2011 F500 companies now have corporate Twitter accounts
• Two hundred eighty-nine (58%) of the 2011 F500 are now on Facebook.

The summary of the report comments that there is a slow down and even 'retrenchment in the adoption of social media'.

Personally I think it is too early to say that.

There are still many organisations who have yet to use the three channels referenced and there is no review of the use of LinkedIn Company Pages or the use of online media such as podcasts and online video such as YouTube or webcasting and live streaming of corporate results and analyst briefings. These are areas I am sure will see greater adoption in the year ahead.

And as someone who has spent most of their corporate life in FTSE 100 companies these numbers do no suprise me - in my experience the use of new media is more likely to be incorpoorated in the brand plans of their products and services.

And frankly does it matter if the use of social media in the Fortune 500 is declining? As long as your business is finding a return from the investment that you are making in your digital and social media and that you have an eye on the trends that are relevant for your key marketing objectives in 2012 isn't that all that matters to your executive?

Image: The University of Massachusetts Dartmouth Center for Marketing Research longitudinal studies of the Fortune 500, Inc. 500, charities, and higher education

When you are measuring your brands reach in social media what tools do you use?

Social Bakers is a great tool especially when it comes to Facebook pages and they also provide Twitter and Facebook analytics.

Another tool you might not have come across is Track Social - here is a screen shot of the data for Brand Disney.

And if your brand is not listed you can submit the details of your presence in social media on the site.

Social Media Roundup: Case study - Driving the news with social media

The FTC to Update its Online Advertising Guidelines

If you are in the hotel business in Ireland, here is an event that you need to ensure that you attend taking place on 27 September 2011 in Dublin.

It is the fifth in an annual series of expert annual seminars for the hotel industry, organised by Bookassist.

The curriculum will be covering how to understand the meaning and value of your brand, take advantage of your web presence and social media, leverage online to boost offline sales, tackle revenue and yield management in an internet and social media age, and tap into new trends in mobile and search in order to generate real direct revenue.

You can register online - the investment is just €150 plus VAT and to encourage you to bring your members of your team the investment in total is just €250 plus vat.

Be sure to say hello if you do attend.

Here is a summary of the itinerary.

9.30     Peter O'Connor, ESSEC France -The Offline/Online Marketing Mix

10.15     Oonagh Cremins, The Innovate Room - Practical Revenue Management

11.30     Giancarlo Carniani, BTO Italy - Management and Optimisation of OTAs

12.15     Yahya Fetchati, COO Bookassist - Group Discount Sites

13.45     John Fanning, Michael Smurfit Graduate Business School - Understanding Your Brand

14.15     Mark Dolan, Ecommerce Project Manager & Ciaran Rowe, Senior Search Strategist, Bookassist - Your Website, Your Channel - Get in Control

15.15     Des O'Mahony, CEO Bookassist - Reputation Management

15.30     Krishna De - Optimising Facebook for Hotels

16.00     Mark Dolan, Ecommerce Project Manager, Bookassist - Bookassist Apps for Facebook

16.15     Des O'Mahony, CEO Bookassist - Mobile Trends

16.30     Paul Dooley, Director of Client Services, Bookassist - Closing Summary

16.45     Close of conference

Forget the "cat walk" at London Fashion Week, today Burberry hosted the first 'Tweetwalk’ sharing photographs on Twitter simultaneously to the Burberry show.

This meant that Burberry Twitter followers could see photographs of each of the models, sporting the latest collection, just ahead of them heading down the runaway.

The Telegraph reported that Christopher Bailey, Burberry’s chief creative officer commented:

“We are thrilled to create the first ever “Tweetwalk show” in partnership with Twitter. Twitter is instantaneous and I love the idea that streaming a show can be in many different forms. This collection is all about the most detailed hand crafted pieces and fabric innovation, creating a beautiful physical experience that is communicated digitally in dynamic and diverse ways and I love balancing those two worlds.”

Twitter’s UK boss, Tony Wang added: “Burberry was one of the first brands to truly understand Twitter's ability to connect people all over the world with what's most meaningful to them. Thanks to their creativity, fashion lovers everywhere will be able to see the new Burberry collection even before those in the front row.”

Burberry also live streamed the show on its Facebook Page and has created a link for every one of its eight million fans to stream the show through their own personal profile pages. You will also see the call to action purchase coats and accessories on Burberry.com after the show.

Burberry also posted the call to action on Twitter. It will be interesting to see if Burberry comment on the impact of the Tweetwalk and Facebook live stream on sales.

What ideas does this give you for how you could promote your event live on Twitter and Facebook and boost your sales?