What do people mean by Social Media? How are Google, Twitter, Facebook and Linked In changing our lives?
Why is SEO becomming so important?
Well what is happening is the empowerment of people to communicate with each other without using traditional media.
So this means that the traditional media are no longer in complete control, and it is this new dynamic which is like a gas escaping from a container, Pandora's box if you like.
So at one level there is a lack of structure and the lack of a plan, and a feeling of technology running away with our lives, but at another level this increase in choice, and freedom from the worlds contraints must be a good thing, It is certainly creating a whole range of opportunities.
So what do we know? We know that :-
So what can we do? Well we should :-
In fact all the things that we try to do with our personal relationships, and as we all know they need to be worked at constantly.
"But hang on a sec' " Doesn't this all feel a bit like a traditional Loyalty campaign?
Well yes it does and that is the point, it is now ever more important to get the fundamentals of your communications right.
In a way your communications strategy needs to feel a little bit like a visit to Gieves and Hawkes in the 70's
And all that for the Price of a Tie.
Joking apart, building a brand is about how you make the customer feel. Each time you interact you should try to build mutual respect, trust and a feeling of warmth or belonging.
As the Marketing Director of Eastern Electricity once said to me " It is all about Warm Fluffy Towels" or think "Dulux Dog" or the "Andrex Puppy"
Please see the Case Studies Below for examples
So you will now have established yourself as an authority on your chosen subject in the press on the radio and by direct communication with people you think may be interested. You can look at Pod Casts to your email database, but you can also start to "Blog" that is start to express your opinions and advice online. You can then start to build a community of intersted people on Twitter Facebook and Linked In. Why does Steven Fry have such a large Twitter following? Because he is known, credible, talented, informed, and has his own opinions. All of which makes him a good "Guards Officer" (see above) to have on your side.
SEO is how you get yourself to the top of the Google Rankings.
There are many ways of achieving this but it should be mentioned that Google dont like people fooling the system, because it makes their search engine less efficient and it stops customers purchasing google ad words
So basically you want to make sure that google can "See" your site in the way you want, which means relevant words on the home page and headings one and naming your pictures and video in a way that Google can recognise, so that when a customer searches on those words it is your site that ranks highest on the algorythm.
See this article from Digital Impact.
Digital Impact makes a bold proposal: There are only seven metrics that are critical for performance measurement across digital channels. While countless other metrics are available to marketers, these seven are the ones that marketers should seek to master.
Qualified Reach, or Qualified Visits: Qualified Reach is the one critical metric that every marketer should use—specifically because it captures two important dimensions that no other single metric does: both quantity (number of individuals) and quality (the users have performed a desired interaction, which in turn suggests a degree of interest or intention on the part of the consumer). Depending on the channel, the specific metrics marketers use will vary, but the emphasis is always on actual behavior—a far different approach than typical measurements of raw reach and frequency.
Clickthrough rates: Clickthrough is the most commonly used metric by online advertisers. Although it is still relied on too heavily, and in inappropriate ways, CTR should continue to be used as a diagnostic metric for direct response initiatives—however, it should not be used as a primary metric.
Select Metrics Used by US Marketers to Measure Interactive Marketing Performance, March 2011 (% of respondents)
Brand perception lift: This metric is calculated by determining the change in brand perception among defined audiences, with the results compared to those of a control group that was not exposed to the messaging.
Engagement Score (ES): This is a special set of integrated metrics that captures the degree of magnetism of the content or ad. Based on a flexible value point system, the ES works across all digital media, from videos and mobile apps to microsites and social community platforms.
End Action Rate: End Actions represent the action taken by a user; it is often also referred to as a conversion activity. An End Action can be a sale, a lead generated, a download, a video view, a form completion, and so on. It is the end goal of the content or advertisement and is a critical metric for determining the effectiveness of the campaign.
Efficiency metrics such as cost per click, impression, lead, order, engagement and so on: These metrics represent the efficiency of a marketing program. Are goals achieved in a cost-effective manner?
Return on investment (ROI): ROI is a critical financial metric representing the value created by your marketing. Digital Impact suggests ROI methodologies for each of six online channels that are built on the principle of incrementality. This is a forward-looking concept and especially helpful when determining ROI of new media. All marketing, whether it is offline or online, should be measured to determine an incremental improvement in some critical consumer activity, such as acquisition, retention, loyalty, key perceptions or sales.
“The right metrics and measurement framework will allow you to prove your worth in both the short-term and the long-term,” Ramsey said.
Marcus Kramer Marketing Director Harley Davidson talks about Social Media
Michael Wu talks about Managing Influencers in Social Media
West Midlands Police
Alcon Case Study