Organizations use performance measurement to understand how their organization is performing and to provide information that will guide activity in order to improve it. Social media metrics are new — they are assessing activities that organizations have not used before, and the measures themselves are also new. The role that the metrics play in organizations remains the same, though. They provide information that will help you improve your performance, focusing your resources and better achieving your organizational goals.
By aligning your social media metrics with your organizational goals and the metrics that measure those goals, you will ensure that your organizational social media activities are contributing to organizational performance.
Are people really honest? One company decided to find out and in the process they managed to create one of the best social media campaigns in 2015. Honest Tea, has prided themselves to be transparent in all their endeavors, and are now inspiring a nation to do the same. Challenging American’s to prove they are honest people, and in the process managing to conquering their own brand awareness like never before. The Social Experiment Since 2010, Honest Tea has conducted a social experiment where they set up unmanned racks of Honest Tea offered for $1 each on an honor system. Monitored by hidden cameras and employees who tracked the percentage of people who paid by city. It started with 6 major cities across the U.S. to determine how honest people are when they think no one is watching. And has expanded across the nation ever since proving each year that over 90% of Americans are honest and continue to be. Please take a peak at the Teaser video below for more on the Honest Tea’s Campaign To see which states were the most honest and other interesting results, quench your curiosity by clicking on the National Honesty Index So why did they conduct this experiment? Seth Goldman is president and TeaEO of Honest Tea explains: “Beyond the fact that we seek to have honest and direct relationships with our ingredients, suppliers, and consumers, it’s a fun way for people to interact with our brand. We do lots of sampling over the summer, but our Honest pop-up stores offer an opportunity for people to be part of our company rather than just passive drinkers. It turns out that it’s also a nice way to help people think differently about our society and each other.” Each year Honest Tea matched the contributions from these pop-up stores and donates them all to a specific charity in order to help people help themselves and increase sustainability in the world.
In previous weeks I have blogged about the use of Social Media in various aspects of a business. Companies are turning to this ever so popular medium as a way to increase their Employee Involvement , find new ways to Engage Customers , use crowdsourcing to generate Product development and Design and even digital applications for Supply Chain Management . However, none of these new uses for Social Media within a business matter if a company does not set goals and measure its successes. I recently came across the #LastSelfie campaign (launched by World Wildlife Fund) during my weekly research binges and decided to share this with you as the perfect example of how to launch a successful social media campaign with the use of social media metrics. The video below shows WWF working in collaboration with Hootsuite to inspire change during this campaign.
With the intentions of partying like it’s 1999, the Hamilton bar scene is leaning heavily on social media to pop-off their next hit event, in addition to gaining some insight into what the local competition might be spinning up.
Title of Post: Social Media – where are we headed? Industry: Business Web references:Wikipedia, YouTube Social Media Week, iMedia Connection, Entrepreneur Magazine, Social Media Examiner SOCIAL MEDIA- PAST Social media has been evolving since the invention of the Internet. From the first email in 1971 and Usenet in 1979 and GeoCities in 1995 which allowed users to create and set up their own home page. However, Six… Read more »
Organization Name: BuzzFeed Industry: Internet Media Web References: 52 Things you Should know about BuzzFeed, Does BuzzFeed know the Secret?, How BuzzFeed discovered the Secret to Success in Social Media Make your content specific. That’s what we’ve learned from BuzzFeed, the extremely successful social news and entertainment internet media company founded by Jonah Peretti, the famous MIT graduate student who… Read more »
Organization Name: IBM Industry: Computers, Technology Manufacturing Web References: IBM CC Reporting, IBM SM YouTube Feed, The Internet of Things, Core Metrics for IBM, Social Networking IBM, Social Media SoundCloud Review, How Is Social Media Used For Business Performance The video above is a great re-cap of the importance of Social Media and measurement of ROI for firms (Core Metrics)…. Read more »
Industry: Running, Marathon, Sponsorship Web References:http://www.ampagency.com/case-studies/webbyweruntogether/, https://www.falconsocial.com/blog/platform/marathons-social-media/, http://www.clickz.com/clickz/column/2345376/how-brands-tweeted-about-the-2014-boston-marathon;http://www.socialmediatoday.com/technology-data/2015-05-04/2015-london-marathon-who-won-social-race I have been running for a couple of years now and I ran my first half-marathon in last September. What an amazing experience! But one of the things that have surprised me is the presence of social media as an important part of the success of those events. Running has become very… Read more »
Organisation name: Orabrush Website: https://www.orabrush.com/home/# Industry: Tongue cleaning brushes. Over 90% of bad breath can be fixed, defining the problem and providing a solution. After investing $40,000 into a television infomercial that drove negligible sales, having consumers walk passed the Orabrush on store shelves without so much as a second glance, and having hygiene companies turn down an offer of… Read more »
Organization Name: Home Depot Canada Foundation Industry: Non-Profit References: Home Depot Foundation, Bitly, Google URL Shortener, Homelesshub.ca Home Depot Canada Foundation was established in 2008 and supports programs and agencies that help put an end to youth homelessness in Canada. Youth homelessness is a large Canadian social issue, with more than 6,000 vulnerable teens without a place to stay on any given night…. Read more »
Organization: Ford Industry: Car manufacturer References: Ford, Forbes, FordSocial “What’s the ROI of putting your pants on every day? It’s hard to measure but there’s negative consequences for not doing it.” – Scott Monty, Ford’s global digital/multimedia communications manager Scott Monty’s quote represents the issue with ROI in regards to social media; companies have a hard time engaging just how effective their social media… Read more »
Title of Post: Weber is Always Cookin’ Up Something New to Engage With Their Community Organization Name: Weber-Stephen Products LLC & Weber-Stephen Canada Co. Industry: Sports & Recreation Web references: Weber on Facebook, CNW, Weber Grill Academy Description Weber-Stephen Products LLC started in 1952 when the company’s founder, George Stephen, invented the Weber® Kettle in his backyard. Since then, Weber-Stephen Products… Read more »
Organization name: GE Capital (Australia) Industry: Financial Services Name of contact: Leigh Price, Social Media Lead Analyst Web references: SlideShare: Measuring Social Media. Four Metrics that Matter CMO.com Interview: Jon Brancheau, VP of Marketing, Nissan Article: The Hidden Cost of Ignoring Social Media #SimplySocial podcast Forbes.com: Measuring Social Networking Success: More Than Just Likes SocialMediaExaminer: Research Shows Metrics Marketers Think Matter… Read more »
Title of Post: Clicks, Tweets and Likes: What is a Small Business to Measure? Organisation Name: Augies Gourmet Ice Pops Industry: Speciality Food Name of Contact : Janet Dimond, Owner Web references: Forbes, Inc., The Small Business Expert Academy , Sound Cloud, Wikipedia, Buffer, Investopedia, Social Times, Vimeo, YouTube, The Toronto Star, Hootesuite, Google images, CMO Survey, Wiktionary, Twitter, Business Dictionary, The reason(s)… Read more »
Title: CPR Makes You Undead Organisation Name: Heart & Stroke Foundation Industry: Health; Not-For-Profit Name of Contacts: Ketan Manohar (Copywriter of “The Undeading” Public Service Announcement); Eddy Nason, Ontario SPOR Support Unit Web References: CPR History; CPR Tweak; Heart & Stroke Foundation; Ketan Manohar; Naeem Walji; Agency 59; Viral Video; British Heart Foundation; Vinnie Jones; Hard and Fast PSA; HSF… Read more »
Organization Name: tripcentral.ca Industry: Travel and Tourism Web references: tripcentral.ca, FaceBook, YouTube, Twitter Richard Vanderlubbe: President and Co-Founder Starting out in 1986 as a single travel agency located in Hamilton, Ontario, Tripcentral.ca has grown to one of the largest travel companies in the province. They launched a website in 1996 featuring last minute packages and reduced prices on travel. They… Read more »
Title of Post: Summer of 2015 is a Twitter success for Gibson Organization: Gibson Brands (formerly Gibson Guitars) Contact: Taylor Kohanek, Simply Measured Industry: Manufacturer of guitars, banjos, mandolins and other musical instrument Web references: Gibson Simply Measured Wikipedia, Twitter What started as a company to manufacture mandolins in 1898 has grown to one of the most recognizable guitar brands. Although successful since its… Read more »
Organization Name: SAP SE Industry: Software Web References: Company Website, Twitter, Facebook SAP SE is a software company based out of Waldorf, Germany. SAP provides solutions in the space of enterprise software, which helps companies around the world, manage their business operations and customer relations. SAP operates in over 190 countries, affecting over 293,500 customers. Along with more traditional forms… Read more »
Organization Name: Humber College AdCentre Industry: Post-secondary Education Contact: Marilyn Cresswell, Director, Humber College AdCentre Web References: Humber College,Humber College AdCentre, Social Media Examiner, HootSuite About Humber College and the AdCentre Founded in 1967, Humber College has evolved from a college of Applied Arts and Technology to a full polytechnic academic institution. With two campuses in Toronto, Ontario and one… Read more »
Title of Post: The Man Your Man Could Smell Like – how Old Spice capitalized on their social media engagments Organization: Old Spice Industry: Consumer goods CEO: David S. Taylor Web references: Old Spice, TNW News, Digital Buzz, YouTube, Facebook, Twitter It shouldn’t come as a surprise to anyone that Old Spice has had one of the most successful and famous… Read more »
Company: Toms Industry: Retailer, Shoes References: Toms Website, USA Today, Twitter, Instagram, Toms is an American shoe company founded by Blake Mycoskie. Its business plan, which at the time of creation was unique, that donates a pair of shoes to a child in need every time a person purchases a pair of shoes for themselves. Since its inception the company has expanded their product lines to… Read more »
Company: Esurance Industry: Insurance Services Web References: Esurance, Twitter, Facebook Esurance which is a wholly owned subsidiary of Allstate, provides insurance services to consumers online and over the phone and also serves as a shopping and comparison site for car insurance in some territories. They focus their marketing on sports teams and events, typically through sponsorship and traditional advertising campaigns. In… Read more »
Organization Name : Red Bull Industry : Energy Drink / Beverage Industry Web References: RedBull.com, smbp.uwaterloo.ca, nytimes.com, shiftcomm.com , brickmarketing.com , redbullstratos.com, redbullmediahouse.com The Company Behind the Can The above tag is how the Red Bull site welcomes consumers to their company history page. The first can of Red Bull Energy Drink was sold in 1987 in their home market… Read more »
Organization: PrideHouseTo Industry: LGBT rights and entertainment. Contact: Matthew Cutler MCutler@the519.org Web References: PrideHouseTo PridehouseTO: Inclusion in Sports or a Longer Pride Week? The Pan-American games are an incredible opportunity for Toronto and its people to create a legacy in sports, business, infrastructure, and social programs amongst other benefits. The PrideHouseTO was in the beginning an original project with a great idea:… Read more »
Organization: Waterloo Wellington Regional Cancer Program Industry: Healthcare Web links: https://twitter.com/wwbuildabutt ; https://www.facebook.com/buildabuttcontest http://www.ww-rcp.on.ca/ Description of how social media is used for business performance Colorectal cancer is cancer of the colon and/or rectum, and is a leading cause of cancer death for Canadians. In 2015, 1 in 14 men and 1 in 16 women will be diagnosed with colorectal cancer… Read more »
Organisation Name: BrightLane Web References: brightlane.ca Industry: Office Space Rental Agency Names of Contacts: George Horhota, President & C.E.O. and Tawny Dhaliwal, Community Manager Web References: Twitter, Facebook,LinkedIn, Instagram, Pinterest Description of how social media is used for business performance When I arrive at BrightLane, Community Manager Tawny Dhaliwal is rushing around, making last minute preparations and ushering people… Read more »