Archive for ‘social media metrics’ category

Microsoft spends Millions to “Go Social”

26 June, 2008 | | 5 Comments

I found this new story “Microsoft Goes Social to Push E-Mail, IM” from Twitter. GeorgeDearing writes: “always get a little scared when I see a headline referring to a company “going social” — It’s implicit, STOP” http://snurl.com/2p0ja

The point of “being social” (as Maggie Fox explained at BlogPotomac) is that you begin and maintain conversations with your customers, and build a relationship. It is not about spending millions of dollars on a campaign and then ending it when the money runs out.

Hats off to the ad agency McCann-Erickson for leveraging their success from the Liberty Fillmore Campaign they did for VeriSign. It was groundbreaking for VeriSign launch a campaign like that, and it probably raised a lot of awareness for our EV SSL certificates. We know it got millions of views on YouTube. But the clear winner here is the ad agency that landed the Microsoft account.

If you’re going to spend this kind of cash on your Social Media efforts (Microsoft is dropping at least 5 million on promotions), at least be sure to measure it correctly so you know whether or not you’ve acheived the success you hoped for. Check out Katie Paine (the metrics goddess) or call Mike Manuel at Voce for expert asistance. Otherwise, the only people who profit from all this buzz and money spent are the agencies.

Here is an excerpt from the article:

The “I’m Talkathon” (imtalkathon.com) features Parker Whittle, a man in his 20s, born into a well-to-do family and now having doubts about whether he’s done enough to help others. So he’s holding a “talkathon” to see how many people he can get to send messages via Windows Live Hotmail and Messenger over 30 days to raise money. Microsoft agency McCann Erickson created the character based on feedback from those who have participated in the program.

An account director on the Microsoft account at McCann says “It’s very important we not come across as fake.”

With all this cash flying around at the shiny new objects, how will I ever convince our marketers to listen and join conversations rather than launch our next “Viral Marketing Campaign”? Everyone is looking for ROI, immediate results, and quick wins. Nobody sees any problem with launching a “viral campaign,” complete with a press release.

The Power of Commenting on Other People’s Blogs

15 June, 2008 | | No Comment

I found this post as I discovered “ProBlogger. When you find an interesting blog, it really affirms their influence when you see that 7,000 other people follow them on Twitter. I click “follow” so I don’t have to subscribe to their RSS feed because I never check Google Reader.

ProBlogger created this video about “The Power of Commenting on Other Blogs” that I want all our Corporate bloggers to see : )

How did I find ProBlogger, anyway? With all the various ways to find someone online, it’s getting quite difficult to remember how you find things. I found ProBLogger this morning through Tweetburner. Tweetburner is a “short URL” service that not only lets you shorten an URL and create a redirect, it:
1. Lets you post directly to Twitter within its interface (even if they do need some usability tweaks)
2. Lets you login to your account (which is tied to your Twitter account, so it’s the same login) to track your traffic.
3. Shows you how many people clicked on each link you posted (over all time, does not seem to break it out by past day, month, etc.) But with Twitter, if people don’t see it in the first hour, they’ll probably never see it anyway.

I was checking Tweetburner out of vanity to see how many clicks I got on a few links I posted last night, and ProBlogger had gotten 37 clicks in the past hour on his post about the birth of his new son.

~K

ROI of Blogging: Cisco’s Social Media Program

14 June, 2008 | | No Comment

Figuring out the ROI of bloggging has become my quest for the Holy Grail as I try to educate my company. But the best part about working in social media is how open and helpful everyone is. We’re all on the same boat, being tossed violently in a perfect storm. But everyone is willing to share their lifeboat (in this metaphor, information = lifeboat.) The New Media team at Cisco is no exception in this generosity.

Cisco’s New Media program started out as a grass-roots effort in late 2005 with two people working part time on it: Amy Paquette and Jeanette Gibson. When I first did research on blog programs in October 2005, Cisco had nothing. zippo. nada. And then A year and half later, their director of New Media (Jeannette) is presenting at Web 2.0 in April 2007. Through various modes of online stalking (Facebook, Twitter, etc.) I managed to connect with Jeannette. I even modeled my own title after hers (“New Media”).

Here is a great story from Cisco that illustrates the value of blogging:

In Jan 2007 Cisco engaged in a lawsuit with Apple on the iPhone. Cisco owned that trademark. The lawsuit was public and there were a lot of questions around the specifics. Mark Chandler, Cisco’s SVP and General Counsel posted JUST THE FACTS around the lawsuit (he was probably tired of all those phone calls.) It was not conversational in tone, just factual. They “just wanted to get it out there.”

In one day his post got 77,000 hits and got 344 comments.

Out of 344 comments, the sentiment was a 60 / 40 split between Apple and Cisco. (Which is surprising, considering Apple’s rabid fan base.) People expressed their support of Cisco protecting their trademark. Now, I want you to take a minute and think about the corparate legal folks you know. How many of them would take this kind of risk and post the facts of a lawsuit on a blog? Yeah, that’s what I thought. So, ya gotta hand it to Mark Chandler for putting it out there.

(This reminds me of another great “controversial” post on Yahoo’s corporate blog: the day Yahoo turned down the Microsoft Deal. But that’s a whole ‘nother post.)

Chandler’s post around the iPhone proved to Cisco that a blog can be a great way to disseminate information. This was the first time that a blog had actually helped with Cisco’s PR efforts. It is not surprising that after this event, Cisco’s blog program really took off in 2007.

The icing on the cake is this great commentary on around Chandler’s blog post:

From Jan. 10 2007

“It’ll be interesting to see how this all turns out given the transparency Cisco is approaching this situation with, and Apple’s notorious secretive nature.”

— Scott McNulty (“The unofficial Apple Weblog”)

Great end of week: Social Media Conference and Presentations

12 June, 2008 | | No Comment

Today the inimitable Katie Paine (communications measurement guru) is honoring our offices with a visit. The meeting started out small, but there are so many people across the company who are interested in social media. They are excited to be able to measure the results of their campaigns, whether they are on YouTube or other social media. (Now that I think of it, they’re mostly on YouTube.) I’ll be recording her presentation and then hopefully I will figure out a way to edit it in iMovie.

Tomorrow I am attending BlogPotomac, a bloggers conference that is right here in Virginia! Yeehaw!

~K