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The Loaded Question- How do we measure your Social Web Strategy???

22 Feb

Well then, so it is often one of those highly dreaded questions for the likes of marketing/PR/Advertising/Sales/ well almost any department that needs to prove results…

Quite often when the boss turns up to ask where and how she can see measurement, I usually squirm and shiver because so far when it comes to offline marketing and PR it has been  very difficult to showcase and collate results without a lot of ground work and a whole lot more budget for to do so.

I always like to stress with valid argument that it is the effort put in that matters, the rest is all fate/ luck/ timing/ whatever you would like to call it, honestly very tiring and also very de motivating as one is hard pressed for time before the next big event occurs and one has to stop all analytics and focus on the main work.

Want to know something cool…

NOT TRUE WITH SOCIAL MEDIA!!!

With the various range of detailed tools available both free and at a nominal price tracking your progress has never been easier and figuring out how to deal with your strategy, finding loopholes and most importantly showing results right off the back to your boss is so much easier; even the drawbacks say of the product, the design, the usability, all of it.

Lets check out some of those tools,

So lets start with a free one…

Simply Measured is a seriously interesting tool as it allows you to access and check out your competitors rating in the social media world. Well it also does other things like facebook, twitter  analysis and social media monitoring. The reason I think this is so important is because along with checking out your own stats you also can monitor a close competitor and see what they are doing and  how you can either benefit or differ from them (as you like your sugar with your cup of tea :P)

As far as I can see and have researched on the internet I have seen a free trial version and not much on payment, so I say it is free.

socialflow

Social Flow  is a tad bit expensive than free… priced at $1, it is a nifty little tool that has been brought on by the same creators as TweetDeck and Bit.ly both very awesome Social Media Analysis tools, this one is a bit different, it tries to limit and focus your ‘social flow’ to the right kind of audience, okay it is sort of one step above and beyond the regular analytic tool, but it offers information that could potentially help re structure your social web plan. The beauty of this is it realizes that at no point is there a perfect plan, and therefore adjusts in addition to analyzing and measuring.

Okay lets get to some real measuring tools now, ones that measure the heck out of your progress and show it all in one place. Up until now a lot of analytic tools showed one particular site on which you may have been hosting a part of your Social Web Media Plan; with this smart tool you can check up on twitter, facebook, youtube and bit.ly all in one place.

twentyfeet

The name? Twenty Feet an awesome site that firstly gives you a forever free statistic analysis on your Facebook and Twitter account, and also get other options for a small fee,

As quoted on toprankblog.com,

“It pings you when events are triggered and costs less than a Starbucks “blah blah latte” for an entire year. I can see it as a handy tool for a small business or no budget situation where you want to track basic social media sites. The site is run (and funded) by a German web agency in Wiesbaden called //SEIBERT/MEDIA.”

 

So there you go, the social media measuring tools that I think are the best on the web. Mind you there are a whole range of other tools, I just wanted to check out some of them that might have been different from the regulars as well as top ranking for 2011. I love the idea that you can truly measure your outcome and find out where you may have stepped in a puddle. I believe that 9/10 of solving a problem is knowing the problem itself.

The Social Web has enabled a whole lot of things for people, but along with making the world a truly global market, it has enabled for hopefully better feedback venues. What one does with the feedback is an entirely different question, but the ROI- Return On Investment of Social Web PR is beyond the analytic s or trends or keeping up with the Joneses… it is about realizing the value of the market tomorrow and making as much use of that today_ at least this is a small learning from my side.

Please do share your comments and hope you enjoyed reading!

Peaches and Social Web Creme Fresh!

Phirangiz

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How do I connect with you and more importantly how do you connect with me- Community Management Success in Canada

8 Feb

What is a community and why in the world should it be managed???

A community here refers to a products audience on the web. Of course the      web is so dynamic and vast that managing the amount of information and feedback one would receive from a project is a bit overwhelming. Thus the creation of community managers, people who can answer doubts, address comments, monitor tones, keep track of the kind of audience, all in all a person or team whose job is dedicated to understanding the feedback of the customer.

Sounds nice does it not?

And the best part is anyone can become one, it can be someone hired by a company itself or a self proclaimed community manager who takes it upon themselves to become a brand ambassador of sorts.

The key to becoming a success among your clients over the web is to keep in touch, there are a lot of companies out there that make sure they adhere to the current trend and stick to the outline of a blog/vlog/tweets/email updates/RSS/etc, but rarely do anything to keep their customers satisfied or even reach out to them.

The building of a community means the builder needs to monitor and establish a sense of responsibility over it.

Two examples of very good community management in my opinion is Future Shop  and cineplex movie blog.

Lets take the first one-

Future Shop-

Bright, easy going, lots of information, daily updates and lots of comments and queries on the products delivered. To me this is what a community manager should demonstrate if he/she were to show the many way in which you could reach out to a customer.

I also love the idea that they have designed their page with the techie in mind, forgetting the average customer, this does two things I feel, it makes even the most un tech person feel invigorated by the information

(a little known fact about the internet is that people ask questions and doubts much easily than in person as the feeling of judgement/pride/etc is masked by the lack of physical contact, ergo, you can fiercely state your opinion or innocently ask your question without feeling odd). 

This site is a prime example of that and you can see the community managers at work with different blog entries and a special tech blog that details the specs and features of products sold at future shop. To me this shows the amount of people out there who are interested in sourcing and giving information. 

 

Another site I like is the Cineplex movie blog, I find that it is quite interesting with different feature, articles, ratings, etc.

You have professional blogger to simple people who just want to write up about the latest movies on the blog, I find that it enables people to feel more connected to the theater company.

After all one of the most important things for an organization like a theater company is to make the movie experience a whole lot more fun. In the old days it was through specials during intervals, comic book characters making an entrance before a particular show, etc. Now days its about how savvy your online site is, does it help the customer choose his/her movie. Lots of people these day only want to watch movies that are worth going to the cinema for, in relation to finding it on the net/ getting a dvd/ waiting for it to come on the tele.

These two are effective examples of community managements led by Canadian Organizations in my mind.

Hope you all enjoyed!

Peaches and Social Web Creme Fresh!

Phirangi

 

opps… I forgot to title this… Other Than The Big Four

1 Feb
Image representing mufin as depicted in CrunchBaseImage via CrunchBase
Well, as usual this weeks module involved a lot of practical wandering around the web and I must say that I am almost overtly fascinated by the numerous learning and reconstruction of communications through social media.
Butthen I guess its also probably because it is such a new field… it beats the mundane uses and methods of communication.
Anyways so I looked at two different LBS’s, Foursquare and Uberlife.
Both were interesting and had different things to offer, except they were not very user friendly for Blackberry and in India the service was pretty bad.
Ifeel a lot of the main clients for such companies are the BIG companies such as Starbucks or Burger King, it is rare that you find these in places like India where international business laws are a bit restricted. (the one huge exception being Walmart and Ikea which will be launched but only in tier 1 cities of India). But of the two I would say that Uberlife was more innovative and allowed for a user to explore different things such as whether a friend was close by or what were the plans for the evening through comments. I love looking through restaurants with new cuisines and a lot of my friends ask me to recommend places to them.
india calcutta bookstore Oneadded advantage of having such service apart from the examples mentioned in the module would be create categories for your social circle, such as ‘foodie’ or ‘fashion expert’ or whatever and therefore enable a community of friends to mention certain brands (the trick here is to limit the  listing to those featured in the lbs), and explore, become loyal, comment and asses the brand for themselves. Thereby making the branding process a lot different from an advertisement coaxing the potential customer to become loyal, here the process is personal, self derived and indirect.
For the Discovery Engine, I looked at Mufin for my music and I found it amazing, I was able to source different kinds of music from all over the world, manage my files on the internet so I never have to worry about a broken hard disk and I get to check out music from so many people (if they are willing to share).
It was pretty awesome and I believe can be a great tool to measure and gauge the hits and searches for particular songs. Also with the right SEO method it is possible to optimize a particular product to show up in the beginning of the search or ‘discovery’ pattern. This can really help those products and services that are local not based with huge companies have the potential to make it big.
The AR app I chose was that BMW Z4- My boss is a BMW fan and so I experimented by having him try it out.. It was pretty cool, yes it is very expensive but one of the cool things about apps like this is that it generates a whole dimension of potential buyers.
Companies who use this probably should be those that have a lot of revenue to do this as well as need to be up to date with interesting technology to wow their audience and hopefully get a larger crowd and an extended audience.
BMW Z4
AR can help to test the market and also used as a measurement of what features were used in the AR of the product to better understand the USP and the visibility factors of the product.
PRis all about changing perceptions. programs like these help by allowing  people to dream, and then try and realize their dreams.
(A lot of my comments cater to developing companies and start ups as I specialize in PR/ Branding in this category, the shift was made because I had worked for Unilever/ Emirates Airlines/etc and felt the challenge reduce because of huge budgets and such, but what about those companies that do not have such budgets? programs like these really help optimize their public persona and accompanied with blogs, facebook, linked in and the other tools helps create a shift in market trends)
Peaches and Social Web Creme Fresh!
Phirangiz
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