Category Archives: social media marketing

ROI and Working with Social Media Influencers

amirandes-crete-minI have just read Skift’s latest which includes the use by tourism boards of social media influencers and my head is about to explode. In the piece the Tempe, Arizona tourism board is referenced as viewing the 2m social media impressions generated as a successful return on their investment for inviting 4 bloggers to be their guests. Let me express that I have more than a little experience, and many documented analytics to prove, that Tempe set the bar way too low.

As a first let’s understand that in 2016 tourism accounted for 10.2% of GDP and one of every eleven jobs globally, and despite our geo-political circumstances these figures are growing, not shrinking. In some markets, by example Croatia, tourism represents approximately 20% of their GDP. What’s more, because of globalization, machine learning and artificial intelligence employment for the average person will increasingly be found in the travel vertical; which makes customer care and attention-to-detail skills so important in your hiring decisions. A less than perfect cup of coffee in our social media connected world becomes an immediate, and widespread, negative review (Yvonne also shared her post on LinkedIn). So, before inviting anyone who is an influencer to visit, get your house in order (“Is your destination Instagram-worthy?”).

Next, there is an enormous disconnect between the possibilities which could be realised and the results generated largely because the right questions aren’t asked, nor have parameters been established around a visit from a journalist, blogger or social media influencer in advance. If you are the person responsible for coordinating ‘press visits’ allow me to suggest you embrace at least the following points before you decide to host anyone:

  1. The average global rate of engagement (on Twitter) is 1.6%. As influencers anyone you invite should be able to generate at least triple that (4.8%) and since they are in the very top tier of people on social media globally 6% is a very realistic objective. While previous performance does not guarantee future results you are engaging them, and their portfolio, on your behalf. It is entirely reasonable to ask to see examples of their previous work and the supporting 3rd party analytics (get as granular as you feel is necessary).
  2. Ask for references. No one has time for prima donnas (of either gender) no matter how large their following might be. It’s in your very best interest (mitigate stress levels for your organisation and those venues you will visit) to know how easy, or difficult, an influencer might be to work with as well as the satisfaction your peers had with their delivery of top quality content in real time and the subsequent results (again documented by analytics).
  3. The total number of impressions generated is a fragment of what should be part of your evaluation cycle. Unlike any other vertical, hospitality realises close to an 11% conversion rate on social media engagement (see point #1 above) making the quality of their content extremely important to your future revenues. Establish specific requirements about the content for the posts, what they need to post and how many times per day before, during and after their stay in exchange for your hospitality.
  4. Once you decide upon contracting a social media influencer to help you with your marketing efforts, it is entirely reasonable to me as I have done this for clients, to ask that they pre-market their trip to visit you. This can vary depending upon the scope of the package you have put together for the guest but a single Instagram and Twitter post each day for two weeks leading up to their visit is about right.

Transportation, accommodations, feeding (and providing beverages), spa treatments, and activities for a week can run into the tens of thousands per person and providing that hospitality needs to come with business objectives and metrics as part of your invitation. When I worked doing public relations in tech we used to use a CPI (columns per inch) metric to calculate the value of earned media against monies spent, anything above a 4:1 ROI was deemed a success. If you are spending 100,000 of whatever your local currency is (I think) at minimum you should realise a demonstrable 5:1 ROI (and yes, there are ways to measure this).

Finally, an entire portfolio of dreamy backlit views of your influencers pool or ocean-side are not going to fill your restaurants to eat your glorious gourmet food and drink the world-class wines in your cellar.  Whatever your budget might be for hosting please remember this point – their visit is not positioning them to expand their personal brands at your expense, it is about driving your incremental revenues by heightening the awareness of everything about your destination.

Post script. While the trade laws in every country will vary please be hyper-diligent about compliance issues related to in-kind and monetary payments to social media influencers. In the United States the “Federal Trade Commission (FTC) has rules in place requiring that “influencers” who share promotional materials “clearly and conspicuously disclose their relationships to brands”.”

If you enjoy my blog please consider ‘buying me a cup of tea’ in your currency via PayPal to livelikeadog@gmail.com and then, please do share the blog with your friends on Facebook, Google+ and Twitter – I am @TeresaFritschiTo order my book, please click on the cover art of my book below, thank you! 

Caveat Emptor – Social Media Influence, the Frye Fest and Reputation Management

This is not an echo of these words of P. T. Barnum – “As a general thing, I have not ‘duped thePT-barnum world’ nor attempted to do so… I have generally given people the worth of their money twice told.”, but rather these “Every crowd has a silver lining.”

Every generation has a Bernie Madoff, a Kenneth Lay, a Donald Trump who beguile the seekers of vast wealth, inclusion, distraction or any combination thereof to part with their money.

For Millennials, at least for this end of April 2017 weekend, it seems that person is Ja Rule, née Jeffrey Atkins, rapper, and creator of Bahamian Ponzi Scheme also known as the Frye Music Festival*** 2 May update – Federal Trade Commission violations cited and lawsuit filed.

Like so many before him Ja Rule was successful in his scam (or “not a scam” as he claims) for two reasons, he understood the raw vulnerability of the masses (even privileged ones willing to spend upwards of $250,000) and created a compelling campaign leveraging LOTS of young beautiful women (gaining more than 800k views) whose only claim to fame is to have built very successful personal brands making them social media influencers as a means of monetizing that vulnerability for personal gain.

frye

The influencers (I think the term shills is more appropriate) among them Kendall Jenner (nearly 22m Twitter followers),  Bella Hadid (more than 750k Twitter followers), Em Rata (more than 1m Twitter followers) made out like bandits with paychecks reported to being $250,000 to stand around, or lounge in bathing suits adorning the eye with a promise of ‘come play with me’. Using Instagram they promoted, and promoted, and promoted and in doing so the money poured in. Sex, as ever, sells.

Kendall Jenner made 250K off of promoting #fryefest ,

Yesterday, April 28th, Ja Rule (allegedly) tweeted and someone posted a screen grab to Instagram that the Frye Festival was all a big ‘social experiment’ to test the mettle of participants in a Hunger Games like scenario of adversity. (Some of the related posts include drinking their own urine to survive.)

#fryefestival • Instagram

Time will tell how short the memory of the public is, and whether by association these women have negatively impacted their credibility and their future earnings, and whether Ja Rule will be the subject of both a Class Action lawsuit and criminal charges for fraud.

This goes back to my last post, less than a week old, about ethics and reputation management. The nature of social media is that everything good or bad plays out in real-time. In our Wild, Wild West of social platforms there is broader issue for Twitter and Instagram and Facebook to consider – if ‘sponsored content’ results in an abuse of the public trust by hosting the influence peddling content are you complicit?, and if so, are you culpable?, should you distance your business further from such content and somehow shift the juncture of revenue generation? If a post subsequently results in bullying, terrorism, human trafficking, stalking, domestic violence, fraud, wrongful death, or murder have your policies enabled such to take place? Will any of these potential tragic events subsequently amplified to audiences approaching 600 million people globally result in lawsuits for ‘pain and suffering’? Corporate communications professionals should be involved in risk assessment, and not simply for the sake of reputation management or avoiding crisis management. I hope that this weekend legal, executive and communications teams at various social companies are meeting to develop (or expand) policies and legal protections.

The public clamors for social influencers to more carefully examine their choices of endorsement deals, a fairy tale ending which will never happen. It is the idolization of the rich and infamous which brought these individuals to Exuma and they need to take personal responsibility for their choices.

In closing, Caveat Emptor

If you enjoy my blog please consider ‘buying me a cup of tea’ in your currency via PayPal to livelikeadog@gmail.com and then, please do share the blog with your friends on Facebook, Google+ and Twitter – I am @TeresaFritschiTo order my book, please click on the cover art of my book below, thank you! 

The Social Media (non) Crisis Management of Maison Goyard

This is a story of new (money, culture, technology) smashing into old (quiet, refined, luxury) and what happens when the latter doesn’t understand the former. Those brands whose communications teams are not savvy to the nuances of social media court disaster and entrusting the reputation management of your brand to a junior staff member without critical thinking and strategic depth in their portfolio of skills can lead to a public relations nightmare.  Equally so this about how businesses need to be agile in our always on, 24/7, 365 digital world; your five year plan demands flexibility and responsiveness to what happens on social platforms. This is the paradigm shift, social media now drives the success of your business – in real time.

I watched just an epic fail in the clash of cultures represented by the 2016 MTV Video Music Awards and the 163 year old French luxury brand Goyard. Perhaps it is their storied history, or the fact that Goyard’s own head of communications is not on Twitter, or their (perceived) niche market does not rest with the Wild West of pop music or all three in combination with their Frenchness but when, (quite literally), handed the market expansion opportunity of the century Goyard blew it.

Back Story:

It started with a scarf, le carre en français, and the globally famous hip-hop artist and entrepreneur DJ Khaled (a major social media influencer with nearly 3m followers on Twitter alone) who loves the Goyard brand (whose Twitter account is less than 10K).

Goyard doesn’t make clothes so Khaled purchased several of their logoed silk scarves and had a bespoke, one-of-a-kind jacket made to wear while he hosted the (globally televised) VMAs, you can’t buy this kind of exposure. Mind you we are talking about dropping at least four and possibly six figures on this jacket, and if you recall Malcolm Gladwell’s The Tipping Point DJ Khaled is precisely the type of person that every brand covets to maintain their relevancy with changing market segmentations and to drive their brand and in particular revenue forward.

Unprepared, Goyard’s social media account manager started receiving tweets enquiring about the jacket (and other clothing items such as caps) during the VMA.  Sadly the Goyard replies were rude and frankly insulting (amongst these claiming that the scarf jacket was a fake – now all deleted from their feed).  Despite Goyard’s various tweets (it’s the internet so these live forever), DJ Khaled takes the high road and still promotes Goyard and makes nice publicly.

The PR crisis started on social media but it is still playing out in traditional and web-based media two days later. This ‘live forever’ storyboard has redefined the brand’s reputation with publications as wide ranging as Melty Style, New York Magazine, Luxury Daily, W Magazine, HipHopDx and the #SoSoShow covering the story. Maison Goyard just learned the hard reality that Twitter’s 313 million active users serve as a powerful force to be reckoned with; ignoring their immediate enquiries or, what’s worse, insulting them they will never forget and absolutely will find somewhere else to spend their money.

Goyard has been building its brand reputation for 163 years but because they failed to keep pace with societal shifts and the use of social platforms they have undone those efforts in mere seconds.  As the creator of a luxury brand, a connoisseur of beautiful things and as a communications professional the Goyard social media fail was painful for me to witness, inexcusable and avoidable. Goyard can take a ‘lessons learned’ and revamp their business with an agility that its heritage precludes and we, as a global audience, are not witnessing and they should be talking to Commarglo about how to rise like a phoenix from this episode.

 

Le Carre Jacket.png@djkhaled bought a bunch of@goyard

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(Just) 10 reasons your brand can no longer “opt-out” of social media

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Image sourced from http://www.http:ownernation.us by VistaPrint

  1. The long lead times of traditional corporate communications and marketing no longer work in our always-on dynamic world. Real-time conversation now fuels new and existing B2C and B2B customers.
  2. An active, brand-relevant online presence enables customers to trust you.
  3. “Marketing today is not about what a company says about itself. It’s about what its customers say about the company” – and customers are now saying this on social media.
  4. Customer service is now social. Happy customers become brand evangelists who drive revenues. Want an example? See KLM.
  5. Your audience works, lives, and plays on their smartphones, fish where the fish are! One-fifth of leisure travellers worldwide use social platforms in their travel planning, and the hospitality vertical realises an average of an 11% conversion rate. The Economist made a studied investment last year in social media, and enjoyed a 31% increase in its subscription rate year-over-year.
  6. Social media as an SEO ranking signal is increasing in importance. 93% of online experiences begin through a search engine and SEO-based inbound leads (generated from online management) have a 14.6% close rate, while outbound leads (such as direct mail or print advertising) have a 1.7% close rate.
  7. Use social media to educate about new properties, rebranding efforts, and renovations and in doing so, hotels are selling out months before re-opening.
  8. Content marketing and executive branding objectives offered through social media establish thought leadership in months rather than the years required by traditional public relations efforts.
  9. Brand storytelling is now a necessity, not a luxury. Social media presence boosts brand recognition, marketing, and recruiting, while creating a richer customer experience. Treating employees as valued stakeholders aids in retention, cuts down on hiring and training costs and also creates a huge pool of brand ambassadors.
  10. If 90 year-old Queen Elizabeth II recognises the value of proactively managing her online reputation why haven’t you? Every CEO needs to get serious about the management of their professional reputation and that of their company to ensure that s/he controls the content. Managing your reputation online is a critical part of any integrated global marketing strategy and social media provides you with a fast, effective way to do this.

 

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Visit @Commarglo to learn more about leveraging social media for your brand.

#IstraKT – Commarglo – Social Media Marketing – Čarobno!

Bill Ellis, Abundance (horse chomping at its bit).

While we still deployed our pre-marketing content in concert with the previous 10 weeks’ teams, I have been like a horse chomping at its bit for the last two months waiting for “our week” of the #ShareIstria contest to begin.

The #IstraKT team (of myself and my business partner Ken Herron), set our feet onto Istrian soil 24 July. Officially commencing at 00:00:01 25 July and ending 23:59:59 31 July we planned our week (when our social media efforts would actually count toward the competition) to be as though we were actually running a marketing campaign for the Istrian Tourist Board, and not simply capturing images of our experiences as scheduled by @VisitIstra.  We also recognised that our differentiation would be in providing vastly different content on various social media platforms from those efforts we had witnessed with more about Istra herself (and no selfies!) which would hopefully be more evocative and offer greater depth realising epic amplification. To say we are pleased with the results would be an understatement. No one will know who actually won the #ShareIstria contest until the Istrian Tourist Board (ITB) announces the results on 1 September.  That expressed, we know that regardless of the outcome, we ran a fabulous social media marketing effort for the ITB and are rightfully proud of our contribution to their campaign.

Screen Shot 2015-08-07 at 11.52.08 amFor the time being let me share our analytics from Twitter. I feel that we should level set for anyone reading this along the lines of investment prospectus fine print, ‘previous performance is not indicative of future earnings’.

We planned for every eventuality (save for a serious lack of sleep and dropping my laptop shattering the screen on Wednesday night) and we executed nearly flawlessly. At the end of our week we had delivered a combined 3577 tweets resulting in 27,137, 344 impressions. 1321 (36.95%) of our tweets included hyperlinks, but interestingly enough the tweets with the most engagement were those which provided a convergence of old school marketing and social media. Our pic#wishyouwerehere postcard effort for the person who created the most amplification for #IstraKT team each day was a huge success – clearly there is something rather charming and nostalgic about getting a physical postcard from a faraway place which beats an Instagram hands down.

pic (1)A six-second Vine video of our liaison Goran earned over 800 views before the contest ended (and resulted in two proposals of marriage for him, he’s already happily married but was flattered) and it currently has realised more than 1620 loops.  (“Comments included “Is he single?,” “I like!!!.” and “Yummers!”)

The video from our visit to the Gustolato “Dream Lab” most clicked through for their website. We created a #loveletter video which served to wrap up our efforts in a very pretty package (even if you have never visited Istra you should cry it’s so beautiful!).

In the end, the estimated value we created for ITB is something north of $500,000.00.  Yes, we did it for the experience, for the bragging rights, to showcase what (agency) Commarglo and (tool) Outbox Pro can do, for a chance to win the €10,000, but mostly, now, we recognise that we really did all of this because we have fallen under the spell of Istra. We would like, very much, for you to take our experience and visit soon. 

If you enjoy my blog please do share the blog with your friends on Facebook, Google+ and Twitter – I am @TeresaFritschiTo order my book, please click on the cover art of my book below, thank you! 

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How do you #ShareIstria? You bring #Croatia to the #LILshow!

Regardless of our digital age or something far older, connections matter. The networks which beget those connections can foster REALLY-COOL-STUFF-HAPPENING!

I have been asked, a LOT, if I am Croatian, or if I have any Croatian blood. I have been asked why I care so much, why I love Croatia, why I would give up my American life to try and make a difference for her? I have been toldLiburnia “you don’t realise how Mediterranean you are”. It has been suggested that I ‘look’ like the pre-Illyrians race of the Liburnian people. The Poles are culturally and ethnically close to Croats – cousins, if you like. Although seven generations removed from ‘the old countries’ I am half Polish, with my typically American mash-up of French, English, Irish, Scots and German making up the balance of my heritage. None of this explains the deep grounding I feel for the Croatian people, the land itself, and of course the Adriatic, but it is resonant and to honour that resonance I must ‘do’.

We are, (speaking of myself in the 3rd person like I am royalty and certain friends will laugh so hard at this that they will spew their ice cold beverages at their computer screens!), while still ‘sort of’ sitting on the social media roman_painting_1marketing sidelines), very close to bringing a seemingly random online ‘content’ introduction into a real life connection, the net result producing a considerable marketing opportunity.

2013 October, OKCupid, a man shares a YouTube video with me.  I was captivated, I wasn’t the only one. The video went viral. Savvy use of social networks result in Sir Elton John offering his ‘patronage’ and the global fame and success that accompanies such. Females of all ages and gay men alike swoon. Straight men ‘get into it’ because they cover ACDC – brilliantly. In the midst of all of this I share ‘my’ discovery with my best girlfriend while drinking fantastically cold Martini’s and she suggests we make the ultimate road trip to fly to Istanbul to see their concert. (As sobriety is regained we quickly experienced a ‘level set’ having taken stock of the price of nearly last minute airline tickets.)

Fast forward, May 2015. My friend Ken and I are now contestants in @VisitIstra’s #ShareIstria contest as team #IstraKT. But we are more than that, we are also marketing people. Ken is particularly amazing at leveraging all that social media has to offer, while my niche is how a little research will generally net the strategic ‘sweet spot’ for just about anything, we both execute nearly flawlessly. We share a firm conviction of the ethos of #GiveMoreThanYouTake.

“Hey Ken, GUESS WHAT?!” (I can hear him moan on the other end of the phone before I even tell him “what”.) But, but, BUT – this would be GREAT! Logistics impossibilities and synergies aside Ken, just BELIEVE it will happen, he doubts, I never falter.

2cellos 3

Stjepan Hauser (left) and Luka Šulić (right) are 2Cellos

Rovinj-Croatia Dragan Todorović

Rovinj, Istra, Croatia sunset. Photo credit: Dragan Todorović

A faint percentage of you reading this will ‘know’ long before you have read this sentence that I have been writing of 2Cellos. For the rest of you, the weekly listeners of Carol McManus’ LinkedIn Lady Show that my friend Ken Herron co-hosts, you are about to learn how two classically trained musicians have turned their cellos into a generations-defying crossover sensation and it all started with a YouTube video (sort of). 2Cellos will be making an appearance on the 22 July #LILShow in support of their playing Rovinj Jazz Festival organised and hosted by Maistra, along with Maistra representatives and both will be talking about their use of social media to build their brands. OH. BUT. WAIT. THERE. IS. MORE. Something which will make everyone with a breathe of life in their bodies want to know where Rovinj is but also do everything humanly possible to be there the night of 24 July. I will, (kicking dirt figuratively), leave that to Ken and Carol.

If you are not yet familiar with Luka and Stjepan allow me the privilege of sharing a few video selections as an introduction – humour you can understand even without a command of language, energy that comes playing from an iconic cultural song Mesečina, their ACDC cover of Back in Black and my personal hymn Benedictus (which has repeatedly appeared on my journey of coming ‘home’ to Croatia with each step I have taken).

Networks offer opportunity, while building connections into relationships can be powerful catalysts for change. The Balkans still have a lot of healing to realise. There is still pain from the ex-Yugoslav War. There is still epic corruption that is generated from a society denied so much for so long that makes people do desperate things at the expense of the whole of society. But Croatia has an unparalleled beauty both physically and within the souls of her people, something so ancient and pure that your breath is taken from you at each example of it  – reverence, awe, being humbled all at once. Perhaps in offering this it is enough explanation at a visceral level of “why Croatia” until you experience her yourself.

Please follow our adventures on Twitter @Kenherron @TeresaFritschi @Commarglo (our new consulting agency) and especially with the hashtag #IstraKT (which we hope you will RT and share with reckless abandon). #WishYouWereHere

If you enjoy my blog please consider ‘buying me a cup of tea’ in your currency via PayPal to livelikeadog@gmail.com and then, please do share the blog with your friends on Facebook, Google+ and Twitter – I am @TeresaFritschiTo order my book, please click on the cover art of my book below, thank you! 

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