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delivering happiness

Post image for People may “Like” You, but are They Talking about You?

People may “Like” You, but are They Talking about You?

October 14, 2011

Facebook recently rebooted its analytical program Insights, and for social and tech nerds like the Digital Royalty team (we prefer social scientists), it was like Christmas came early this year. The in-depth dashboard digs so deep into Facebook user activity, it makes the analysis provided by the former version almost seem superficial in comparison.

New Facebook Insights go far beyond tracking the one-time action of “liking” a brand and tracks the consistency of engagement of users with your page in the “People Talking about This” metric. “Liking” a page has come to prove little more than a temporary action that can be quite fruitless for brands that earn “likes” through Like-Gates and other barriers for one-time incentives. Many users don’t interact with a page after initial engagement, or worse, hide brands from their feed rather than un-liking them. “Liking” a page doesn’t necessarily correlate with actually liking a page.

The “People Talking about This” metric, which tracks weekly engagement with a page over the span of seven days, is far more indicative of user affinity and buzz.

The metric calculates the number of unique people who have created a story about your page in the last seven days and considers those who have:

1)   Liked your page

2)   Liked, commented or shared your post

3)   Answered your question/poll

4)   Responded to an event

5)   Mentioned your page in a post

6)   Tagged your page in a photo

7)   Checked-in or recommended your page

While it’s possible to have a higher number of people talking about your page than “likes,” you’ll notice most page’s metric is a smaller number than “likes.”

Community pages that consistently generate organic conversations and viral messaging (think LIVESTRONG and Delivering Happiness) are showing a more similar ratio of “Likes” to “People Talking About This” than pages with much greater followings. Shown below, Delivering Happiness has a 1:7 ratio of “People Talking About This” to “Likes,” while Lady Gaga has more than 44 million likes, but a ratio of 1:95, respectively.

Only time will tell how marketers and brands will use the new insights, but the “People Talking About This” metric will surely change how we analyze Facebook campaign success, with a renewed focus on warmer metrics rather than tangible, concrete KPIs.

For a full guide to the new Facebook insights, click here.

 

Show Me The Social Media Money

May 23, 2011

By: Kirsten Stubbs

Public relations and marketing professionals often struggle with identifying ways to monetize social media influence. If your brand or corporation hasn’t quite cracked that code, start by letting social media save you some money. At Digital Royalty, we’ve found three categories which are often the lowest hanging fruit that can show you the money:

1)   Market Research: In-depth primary market research can mean extensive amounts of time and money. Many studies take months, if not years, to complete and by the time they conclude, the information is often outdated. Social surveying and auditing conveniently and inexpensively allow us to take a pulse of a brand’s online conversation with instantaneous results. As social media platform user counts continue to increase exponentially within every demographic, platforms like Facebook and Twitter can serve as a pretty reliable sample size and set of the general population. With the emergence of tools like Facebook Polls and geo-targeting, crowd sourcing, A/B testing and polling can be conducted in real-time.

It might not be too long before Facebook groups replace focus groups and political polls are conducted via @reply volume.

2) Customer Service: The marriage between social media and customer service is an inherent one.  When a customer service representative (or someone who can direct you to one) is only a click away, time and manpower on the brand side and effort on the consumer side is alleviated.

A few years ago, if you had an issue with purchasing a product, you could:

A) Call a customer service representative

B) Go back to the location of purchase to speak with a representative or

C) Deal with it

Today, in one tweet you can reach someone who can fix the problem without leaving your computer chair or while in a cab. The system has been simplified, removing middlemen and therefore eliminating time and costs. Not only does that save the brand time and money, the convenience encourages customers to be open and vocal with their opinions of a product, providing additional research and testimonials without any extra effort by the brand.

Zappos is a brand that does social media customer service brilliantly. They have a Twitter account dedicated to the idea of “delivering happiness,” with several representatives manning it 24-hours a day. The account is efficient, helpful and above all, human.

3) Reducing Ad Spend: The digital universe makes it easier for brands to know what people think and want as soon as they think and want it. Social media is a two-way conversation.

When a brand builds a bridge to their customers via social media channels they can access that bridge 24/7. When a brand places an ad spend, it’s transactional. The impressions are delivered and the deal is done. Investing time in building stronger relationships with customers allows you to eventually decrease the money you spend in pitching them via TV, radio, outdoor, print and even online display.

Instantaneous analysis and results also reduce spend on ineffective campaigns. Low-performing ads or misguided campaigns can be stopped immediately, unlike print or broadcast ads that have to run their course.

In addition, with the ease of target marketing through digital channels, unnecessary ad spend on unlikely leads drops. Tools like Google AdWords, Facebook Ads and Twitter Promotions have caused a paradigm shift in advertising. Niche marketing is no longer complicated, with the ability to target ads not only by demographic and geographic information, but by interest, previous purchases, online behavior and network.

Email info@thedigitalroyalty.com for more information on Digital Royalty.

Post image for Delivering Happiness, one mile (and touch-point) at a Time

Delivering Happiness, one mile (and touch-point) at a Time

August 31, 2010

Tony Hsieh, author of Delivering Happiness: A Path to Profits, Passion, and Purpose and CEO of Zappos, along with the Delivering Happiness team members, are setting on a mission to, “Inspire and Be Inspired” throughout the country on a three-month, 20+ city Bus Tour on a 47′ baby-blue tour bus.

The mission? Make memories, change lives, inspire and deliver happiness. How? Through events planned with likeminded organizations, companies and people across the country. Delivering Happiness has also selected partnerships with companies that share similar philosophies about company culture and happiness and include, Red Bull, Popchips, Grey Goose, LIVESTRONG, Charity Water, among others.

But, how do you connect with those who aren’t fortunate enough to physically collide with the Delivering Happiness Bus Tour? The Delivering Happiness bus tour is taking an unconventional approach from typical road trips or national book tours, by not only engaging with the physical world through tour stops at companies such as Groupon, LIVESTRONG, Twitter and others, but through also providing content and engagement with the virtual audience, by leveraging the following online touch-points:

Delivering Happiness Bus Website: Fans of the book and the tour have the ability to track the location of the bus, and stay connected with everything happening on the tour through the interactive Tweet Map featuring tweets from the Bus Crew, Daily Travel Journal posts and the Trip Map.

Twitter: Readers and fans alike can engage and contribute to the tour through the two Delivering Happiness Twitter accounts: www.twitter.com/dhbus and www.twitter.com/dhbook

Facebook: Fans can find out about upcoming events, latest happenings from the road, photos, videos and connect with others to share stories and seek advice: www.facebook.com/deliveringhappiness

Ustream: Throughout the tour the team will be livestreaming from various locations across the country. Viewers can tune-in, engage and see firsthand inside the bus tour by visiting the Delivering Happiness Ustream channel.

YouTube: Tour footage that’s not broadcasted live will be edited and posted on the YouTube page each week.

Meetup Everywhere: Wondering where the next official Delivering Happiness Tour event is taking place? Meetup Everywhere is a platform that was launched earlier this year by Meetup.com and designed to connect likeminded people in their local communities. In addition to the “official” Delivering Happiness Meetup groups, there are more than 280 Delivering Happiness Meetup groups throughout the country.

Dailybooth: Through the platform, Dailybooth, the virtual audience can get a peek inside the bus and get to know members of the team, through daily photo posts.

Ning Community: Recently, Delivering Happiness launched a new online community for people to Join the Movement and the ability to connect, share and inspire others through online forums. In addition, people can enter a contest to win a seat on the Delivering Happiness Bus. Delivering Happiness hopes to leverage the relationships of the new Very Happy Person (VHP) program to ignite the Ning community.

Gowalla: Delivering Happiness is one of two companies to test the new realtime Moving Spot feature on Gowalla. Through the use of a API transistor that is located on the bus, it gives the ability for a Gowalla user to follow along with the tour and check-in on the bus, no matter it’s location and aggregate photos and comments on single Delivering Happiness branded Gowalla check-in page. Delivering Happiness is also partnering with Red Bull and LIVESTRONG and will be dropping virtual Red Bull cans and LIVESTRONG bands throughout the tour for users to pick up.

Foursquare: Delivering Happiness has an official Delivering Happiness Bus Tour Foursquare check-in. Users can check-in to find out tips and information about the tour by checking-in at the Delivering Happiness Bus Tour account.

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