As more companies introduce social media campaigns, there’s often
a real lack of understanding when deciding which numbers really matter, so the default action is often to watch everything.
On the one hand,
keeping track of every tweet, post and comment is good practice. However, when it
comes to actually interpreting the piles of data, meaningful analysis is sometimes sorely absent.
Ideally you should be able to
interpret the figures so that you can both hone your KPIs and make ongoing
strategic decisions. By analysing figures in meaningful ways
you’ll receive deeper, more useful insights.
consider a few ways you can sort figurative fact from fiction:
This week on Start Me Up we’re looking at Canadian company Lymbix, which deals in connotative software for email, and has been causing a media stir lately with their latest product
This connotative software helps measure the tone and impact of words used in emails and other communications.
We spoke to founder Matt Eldridge to find out more…
So, you’ve set up a Facebook page, you have a fully automated Twitter
account, and your LinkedIn profile is a shining example of professional
wonderment for all to behold.
You’ve formulated a strategy and set up
tools and processes, and you’re proudly showing off your amazing product
with a variety of exciting and innovative campaigns.
Not all social media campaigns will be successful, and the hardest part of any campaign is
actual engagement. Creating long-term relationships with customers,
creating brand evangelists for your business.
True interaction is the biggest stumbling block on the path to social
media success, but by instigating the right policy, it’s also one of the
easiest to overcome...
Imagine an advertising and marketing platform that reaches
billions around the world, and doesn’t cost you a penny.
Free to get
involved, free to share and promote content, with a massive locked-in
audience who will actively promote your content for you.
Unfortunately it doesn’t exist. Social media is many things but despite
several statements to the contrary, free is not one of them.
Low costs, global reach, easy implementation and tracking. The benefits of multichannel digital marketing are manifold, but there's
still a definite tendency by many companies to play on the safe side.
A large number of employers simply don't trust their staff to remain on
message when taking their first steps into multichannel, and with social
outreach at an all time high there certainly are examples that back up
that age-old adage: To err is human.
Remember when the world was young and finding a copy of your book on Fly
Fishing meant hours crawling through the local yellow pages or trusting
to luck that ‘Six Gun’ Tex McCain was really a reliable plumber?
Thankfully these days we have the magic of the internet, where anyone
can have a fully functional, great looking site for their local business.
Unfortunately this does leave smaller business or individual users
with a problem: How are you going to market your site?
There’s a mountain of marketing guides out there, but there is a
tendency to assume you’re trying to build a multinational media empire.
If you’re just trying to get a few extra people through the door of your
cake shop then a lot of this advice really isn’t going to be suitable.
Having a great LinkedIn network is fine, but are those international
jet-setters really going to stop at your small Hardware Shop?
If you’re trying to raise localised traffic it can be hard to know where
to start, and let’s be honest, if your site isn’t in the top ten when
someone Googles ‘Launderette, Stevenage‘ then there’s no point in having
a site. So let’s see what you can do to get yourself a decent search
Recently LinkedIn has undergone some dramatic changes that have
transformed it from a business contacts site into a viable networking
and promotion tool.
The site now gives you direct access not only to your
customer base, but also to fellow professionals, meaning LinkedIn has
forum capabilities sorely lacking from sites like Facebook.
profiles are directly aimed at the business market, they are likely to
be open and honest, giving you great information on your allies (and
occasionally rivals) in a complicated marketplace.
If you’re setting up a business empire then you need to be in touch with
the movers and shakers out there and LinkedIn is a great way to do it. Despite this, a huge number of new users still primarily use it as a job search and employment site.
Instigating a truly multichannel campaign can be a
daunting one. You know your business better than anybody, but it's
still always helpful to have a few pointers in the right direction at
So which industries can we look at to provide a solid
example of a truly successful and joined up multichannel campaign that leads
customers across channels and encourages them to interact more fully
with a brand?
Fortunately there are several places to look, but one of
the more obvious can currently be found shoring up your local multiplex:
When you’re embarking on a social media campaign, one of the most
important goals is finding influencers. If you can get respected and well known market voices behind, then you can give your campaign an
The only problem here of course, is that influencers
themselves are elusive figures. How are you going to hunt them down, and do
you even know where to start looking?
In order to do so, we need to
clearly define influence...
While many companies are now seeing the social light and jumping on
board with Twitter, Facebook et al, there’s still a temptation to set up
your account and start pumping out updates straight away.
is a need for some of this as you grow an initial audience,
the thing that will really make a social media presence successful is
your ability to listen and take on board what people are saying about
In order to do this properly you’ll need to set aside time
for detailed monitoring. Unfortunately one of social media’s biggest bonuses is immediacy, something which can make knowing how and what to monitor confusing.
There’s an awful lot
of electronic chatter out there so how do you listen?