My plan for this post was to look at the best and worst three ads from Super Bowl 2013. Then four minutes into the power outage, Oreo tweeted this:
Oreo Dunk in the Dark
At that point I, along with thousands of others, were distracted. In only four minutes the Oreo team had produced a classy, on-brand, topical piece. ONLY FOUR MINUTES. Naturally, it was retweeted instantly. Actually, more than 10,000 times in the first hour. The next morning I discovered that it was the work of agency, 360i. They had a team of 15 and the right people for approvals in the same room ready to act on any opportunity, and that they did.
So, that killed my post idea and proved that maybe a $3.5 million TVC spot isn’t always the best way to get people talking about you. Wired has a complete report of how they did it.
If you’re curious, I still haven’t watched all this year’s ads, but Bud Light’s Journey was the first to make me smile.
How can you decide if a Facebook post is worth posting?
Use a Post Engagement Model, like this:
A great post will be in the top right quadrant. It will score high engagement AND high direct response (sale or actions depending on the product or business).
But how do you define what’s high engagement and high direct response? It’s tricky and depends on your business. I’ve chosen vacation markets for my hypothetical data and am really making unfair comparisons; 2,000 comments for one market may be amazing, but only average for another.
The solution is to standardize your markets or products. Track the engagement and direct response results for each market or product over 30 days to discover the average likes, comments, shares and your direct response metric. If you have data for a longer period, awesome. Anything shorter may not be indicative enough, but is definitely a good start.
Using the mean as 50, score the results out of 100. There’s no science here, so make it fit your business. If you’re not interested in shares, don’t use it. If clicks grab your attention, add those.
Merge the engagement metrics (average them? It’s up to you), and graph against a standardized direct response metric. Now you have something to reference when deciding between New York City and Hawaii.
(disclaimer: I work for Expedia, but this is fictitious data)
Yes, I’ve been in hiding again on other projects. Yes, I promise (again) to change that soon. In the meantime, here’s my recent and currently reading and about to read list. Reviews will be forthcoming.
Tonight I was updating the about me page and decided not to list social media with the areas I have helped clients. I know when it’s all the buzz and especially in Seattle. It’s not that I can’t use Twitter, YouTube, Facebook or any of the other plethora of social media sites on the scene.
It’s that using social media won’t get you sales. It won’t increase brand awareness. It won’t influence behavior.
Solid marketing and communications plans will. That’s where you’ll set goals to increase sales by X% or to generate 51% of the vote. Social media tools will help you execute the tactics – that’s all.
So I won’t describe myself as a social media person. I am a marketing communications person who can use social media.
Do you think I’m being too much of a purist? Let’s discuss it.