Tag Archives: commarglo

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

social-media

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  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.

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#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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Sitting on the #socialmediamarketing sidelines

Every day I witness epic #fails related to the use of social media to market brands, failures to achieve increased sales, to shift perception, to communicate effectively and it is so very frustrating.

sidelines 2Right now I am sitting on the social media marketing sidelines, and to a larger extent the whole strategic planning for the brands involved. Efforts that, oh gosh I wish I was driving – and not being in the driver’s seat is giving me the same level of nausea I get whenever I am a passenger. And, mind you, this is not about my ego and or desiring to stand in the spotlight because every MarComm professional knows that our place is in the background making things happen. But still.

socrates-knowing-that-you-know-nothingOn more than one occasion in every professional communications person’s lifetime can be heard a refrain similar to ‘I’m sorry. “You don’t know what you don’t know.” I should have listened to you.’ Ultimately ‘decision makers’ who always seem to think they know best because, well, they are in charge, who undermine the expressed goals of their business strategies based solely upon ego rather than knowledge and there’s absolutely nothing to be done about it. Being right is no consolation. It doesn’t matter what the vertical is. It doesn’t matter who didn’t listen and whose advice was ignored. When the net result realises something far less than what could have been strategically planned for, and was tactically possible to deploy, the underlying reason for the shortfall is either about ego and/or competency.

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Photo credit: standard.co.uk

A short while ago London witnessed the most perfect deployment of advance marketing in my recent memory – and yes, it went viral. Funny how washboard abs on a man wearing leather briefs and gladiator sandals will attract attention, get people talking, ENGAGE with the brand. And that is the point of marketing, isn’t it?

Through a friend I heard recently that his point of contact (a marketing person) bemoaned the fact that the owner of her company held disdain for the expenditures associated with marketing and communications, he just couldn’t find value in these activities. As I listened I thought the same thing I have for 30 years, this isn’t ‘if you build it, he will come’. Today (as ever) word of mouth fostered by strategic communications is what drives revenue. Sometimes it’s subtle, sometimes it is an activity so in-your-face that people gasp out-loud, and often times it is (rather mundane) variations on thoughtfully developed core messaging – but it is always about positioning, brand alignment, and amplification which garners engagement. Simple? Right? Ah, not so much so. Because the other critical piece of this is while a marketing and communications professional knows that they are not an engineer or a doctor for some reason other professionals all think they can “do” our jobs as well as we do.

On another note my business partner Ken Herron and I are the #IstraKT team competing in the #ShareIstria campaign being run by the Istrian Tourist Board for a €10,000 prize (and yes, bragging rights). The only analytics that actually count for us (or any of the teams) are those generated during our respective week of the contest (in our case this is the last week of the campaign starting in Rovinj, Croatia 25 – 31 July). Of course we’d be delighted for you to follow our adventures under the hashtag #IstraKT (on Twitter, Instagram, G+, Facebook, Periscope and our blogs) on Twitter we are @kenherron @teresafritschi and our new business is @commarglo. We haven’t begun to deploy the various components of our plan. For now our efforts are only pre-marketing ones. That is not so say we haven’t netted results – we have, impressive results by anyone’s standards.

The following represents ONLY engagements realised to date (not actual Tweets, not delivery to accounts, not impressions, not blog posts read, Pinterest shared, no Facebook Shares or Likes – well you get the idea) from 24 April 2015, when we entered to qualify as contestants in the ShareIstria contest, to 11AM on 11 July 2015 and were pulled from analytics.twitter.com for each of our accounts.

9815 @KenHerron
4015 @TeresaFritschi
435   @commarglo  (after years of discussing it we finally decided to make our business relationship ‘formal’ and legally incorporate on 29 June)

It should be noted I am not the metrics geek of our team, but we have earned FourteenThousandTwoHundredSixtyFive engagements under the #ShareIstria hashtag for our three accounts on Twitter in SeventyEightDays.

Remember this ‘us’ not fully deployed, this is us sitting on the social media marketing sidelines, queued and waiting for our turn to engage. Let’s assume that the conversion rate of these ka-chingengagements is 2% – meaning that eventually 285.3 people (not factoring in traveling companions) will actually visit Istria, Croatia as a result of our pre-marketing efforts. There, according to Lonely Planet, they will spend on average €316.82 per day (sorry, our messages aren’t targeting the backpacker market segment) and let’s “just” consider our time as the average visit – 7 days – thus adding (at minimum) over €633,000.00 to Istria’s tourism revenues. I feel really good about that.

In the meantime pull your own numbers. Not close to these? Challenge your social media agency or internal team to do better for you and your business and 90 days to up their results. Not happy after that? You know how to find us – @commarglo.

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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