DoSomething.org is one of the largest global organizations for young people and social change. They mobilize their members “to make the world suck less” by by participating in campaigns impacting causes from poverty to violence to the environment.
Social media content developers and strategists are often tasked with the seemingly ambiguous task of increasing brand awareness. While ambiguous, this task is not impossible, and many large firms rely on in-house metrics tracking to determine their success. Smaller businesses typically turn to social media companies to manage their strategy and analytics. When determining which metrics are worth tracking, it’s imperative to have a clear business goal or objective. Call it the observer effect – you don’t know what you’re going to get until you measure it.
In 1912, Juliette Gordon Low, affectionately called Daisy, started a movement. This movement focused on learnings she had gained abroad, in the form of outdoor and educational programs. This became a program of female empowerment and the Girl Scouts became a place where girls could truly participate in life beyond the classroom and home. Girl Scouts served as a community of girls who wanted to change the world, and build lifelong bonds along the way. Many years later, the Girl Scouts organization is synonymous with uniforms and badges, charitable endeavours, and of course, cookies! But in the same way that retailers have had to understand how to engage consumers online, so have the Girl Scouts. Starting in 2015, Girl Scouts USA launched user-generated Facebook, Twitter and Instagram campaigns that created massive upticks in online engagement and product sales.
The Canada Science and Technology Museum opened in 1967 as part of Canada’s Centennial celebrations. The idea for the Canada Science and Technology Museum was born out of the Massey Commission. In 1951, the report recommended that the Canadian Government do more to support the arts and sciences in Canada; further emphasizing the need for a Canadian Museum of Science. Between the time the Massey Report was issued and Canada’s Centennial year, many proposals were submitted for this new national institution of science; many of which were costly in a very uncertain funding environment. Finally, at the beginning of 1967, Dr. David Baird was appointed as Director for this proposed national museum; set to open at the end of the Centennial year. Due to time constraints and funding uncertainty, Baird decided to house the Canada Science and Technology Museum in a former bakery and distribution centre in Ottawa. The bakery was meant to temporarily house the Museum; however it remained in the same location until 2014 when it was forced to close due to the discovery of mould. As unfortunate as this reality was for the museum, it finally received the funding it initially deserved. The Canada Science and Technology Museum’s facility will be renewed to ensure the continued education of ‘Canadian innovation and to inspire the next generation of great innovators’, as stated in their mission. The renewed Canada Science and Technology museum is slated to open in November of 2017; and appropriately so, as it is Canada’s Sesquicentennial year!
When Social Media was in its infancy many managers (I am guilty as well) felt, how do we limit this distraction in the workplace? Work is a place to contribute to the organizational goals and sales, in other words, to ensure there is a return on the investments being made. Well despite early avoidance there is no doubt that Social Media is a powerful tool and can contribute to an organization’s success. But how do we know? The simple answer is to calculate the return on investment from Social Media. No matter what industry that you are involved in, it is vitally important to be able to explain simply why the agency/organization should invest in any particular tool. Social Media is no different and social media metrics can help you do that. The Nottawasaga Inn is using simple metrics to track their progress. When it comes to Social Media metrics there are seemingly endless possibilities as to what you can measure. However, the key is always to identify the business outcome you are trying to achieve. This will drive determining what you should be measuring in order to identify if you are reaching that goal. In Swift 6: Measuring your social media success a number of key metrics are defined. These range from the size of your audience to the response rate to customers. Again the business objective should be identified and then the measurements you will track to provide information as to whether your activities are moving you towards that objective.
Although social media metrics are relatively new to organizations, more and more companies are seeing the value of tracking online engagement and measuring key performance indicators (KPIs). Intelligently analyzing social media data can be used for insights in a verisimilitude of functions within the organization such as customer service, audience research, product development, human resources, marketing, communications—the list could go on. Think of social media like a car and the metrics as your navigation system. Sure you can drive a car without a GPS, but it sure is handy to have one. The great thing about social media for business purposes, is that feedback and data can be precisely measured. Without digging too deep into data, I can see: how many people have clicked on a post how long they have viewed it the peak time for engagement where people are located their age sex education (primarily available when measuring LinkedIn data) It is amazing—and slightly creepy. With this information, I can make improvements on the next campaign, replicate successful strategies and relay insights to colleagues in various departments. For this reason, companies like Microsoft are investing more in digital campaigns and hiring social media experts to monitor engagement and report on results.
JustSaiyan Clothing is a company that specializes in manufacturing apparel that allows you to slip into the costume of your favourite cartoon characters. Catering to children and nostalgic adults, JustSaiyan features designs from popular television shows such as Dragon Ball Z, One Punch Man, and Naruto. JustSaiyan has built their entire business with the help of social media, and does not advertise traditionally. Active Facebook, Instagram, Snapchat and Twitter pages allow the company to stay up to date on the opinions of its consumers, and Justsaiyan takes full advantage of their active fan base. Studying social media gives JustSaiyan great insight on how to improve their products, and more effectively market their gear.
Brandwatch is the world’s leading social intelligence company, they are used throughout large corporations as a tool for analyzing and sharing insights about social media. Brandwatch’s objective is to take regular analytics and share them with their clients in way that is attractive and understandable. The information shared by the company tells their clients about the conversations, trends, and people impacting their business. Their technology spans over 80 million online sources to ensure they, ‘never miss a mention that matters’. Brandwatch is a unique and futuristic company that, “gathers millions of online conversations every day and provides users with the tools to analyze them, empowering the world’s most admired brands and agencies to make insightful, data-driven business decisions.”
For personal trainers and other fitness professionals, your ability to be a top-notch fitness leader in the field can no longer be established solely on your ability to help clients see results. In addition to being able to inspire people to get off the couch and get moving, educating client’s on the latest fitness trends and research findings, and possessing the knowledge to develop fun, innovative and effective fitness programs, it is now a necessity to incorporate social media into your business plan. To say the competition is fierce is an understatement – a quick Google search of ‘personal trainer Ontario’ yields well over a million results. So how is a privately owned studio or personal trainer to get a lead on the pack? Social media. Not just engaging in social media but using metrics to ensure that you are getting value for your efforts. In preparing for her participation in the 2013 ITU World Championships, Amy Moss-Archambault, a dedicated triathlete and personal trainer faced a quick learning curve to fulfill social media contractual obligations with sponsors. “Six years ago Twitter was really successful for my goals,” she said noting the model of stream of consciousness and earlier use of hashtags allowed for unique and powerful posts. Today, the Twitter climate has changed and so has Ms. Moss-Archambault’s business focus. The busy mom of 3 is no longer focused on sponsorships but now operates the very popular TriMom Fitness Studio in Millgrove, Ontario. She uses her earlier leap into social media to engage with her clients and further develop the Tri-Mom community primarily through the use of Facebook and Instagram.
On Sept 22 my trip to The Toronto Premium Outlets in Halton Hills included a surprise lunch! That day Halton Region hosted an event promoting local agricultural and retail businesses. Grilled cheese, pumpkin soup and pumpkin brittle were amongst the tasty offerings. Next to the complimentary samples there was a “selfie spot” sign for the Pumpkins to Pastries Trail, also known as #p2ptrail which caught my attention. Selfie photos taken at any of the 37 Trail locations (featured on the Halton Region website) and posted on social media with tag #p2ptrail were entered into weekly contests. Gift basket prizes from local vendors have been awarded to the contest winners. This program ran from Sept 12 through to Oct 31, 2016.
Social Media Metrics can be used to benefit virtually any business, but are even more beneficial for small businesses and those in the early stages of growth and establishing themselves. Metrics help to illustrate and clarify which aspects of the business are gathering the best response and most traffic over various social media platforms. This allows marketers to select and focus more attention on the platforms that are getting the best response rate, to keep doing what’s working, and to improve upon what’s not.
When I think of a women’s lingerie store, my mind automatically goes to Victoria’s Secret, La Senza and La Vie en Rose. When walking by these stores in the mall and while going inside the stores, women are constantly bombarded with images of perfect looking models wearing the products. I think that trying on the products with these images in your head makes a lot of women reluctant to buy the items. Most women forget that yes, these models are beautiful and have thin bodies, however even they don’t look like the photos. Countless hours of retouching and photo shopping go into making them look like they do in the posters. Modern American standards have created this perfect image of what women should look like, resulting in low self-esteem and dangerous eating disorders. Body image has become extremely important to women, especially at a young age.
To take a picture is to capture a moment in time. Each captured image has the potential to carry its own unique feeling through time, and bring you back with happiness and wonder to the origins of that moment.1 “I grew up around lenses, my dad worked in television and seeing life through a lens seemed more real to me” 2 says Paula Capella. Paula Capella Photography not only captures those precious moments, but uses social media to capture important information to help grow her small business.
If everything around running a small business or non-profit organization (NP) isn’t tough enough, try adding social media performance metrics to your list of tasks. Metrics for social media can be scary and confusing for small businesses and non-profits when they have no time, no extra staff and no budget. But not all social media metrics need to be relegated to the doghouse. Some easily taken metrics are important and can measure a level of success. As I was driving on highway 11 through North Bay, Ontario, the fun looking storefront of Lisa’s Doghouse caught my eye. So, I went in and talked social media metrics with the owner of this upscale healthy pet food store, Lisa Rousseau. The business is only four years old and she has relied primarily on Facebook and her website for staying in touch with her customers. On the success of their social media efforts on their business, store associate Brendan Vandermeulen says, “ It’s a hard one to gauge. It does not bring in new people as much as engage those who are already keeping an eye on us.”. And about translating their social media efforts to sales Brendan explains, “Again, it is a hard one to gauge because the other advertising overlaps.” Right now, Lisa and her team are comfortable with their current social media strategy and look forward to when there is more time to improve and measure the success of what they are doing.
Timmins, Ontario is experiencing a cultural renaissance. Young entrepreneurs with lofty goals and a high tolerance for risk are spurring a revolution in this mid-sized mining town. The organization that served as the catalyst for this change – Radical Gardens. Radical Gardens (RG) is a multi-faceted company that is comprised of a Certified Organic farm, a LEAF certified farm to table restaurant, and an online market that distributes to the region.
The American Red Cross The American Red Cross is the number one non-profit emergency relief and preparedness organization in the United States offering assistance, training, and preparedness services to hundreds of millions of people each year. Not only are they saving lives but they have been paving the way for other non-profit organizations through the use of social media for years. Back in 2005 when hurricane Katrina struck the Gulf Coast, the Red Cross introduced it’s Text 2HELP campaign which was one of the first major industry-wide fundraising campaigns via text-messaging. A study conducted by the Red Cross over the past couple of years shows that social media is the fourth most popular way for people to get emergency information and this method is quickly becoming more prevalent. When you are judging success in terms of property saved and loss averted, it is crucial to have a solid plan in place when it comes to social media and a tangible impact on the organizations ability to serve the community. The Red Cross receives on average 5000-7000 posts on social media daily, so how do they sort through all of the “noise” to collect valuable lifesaving data?
Rice Krispies, Special K, Corn Flakes, these are just a few iconic brands from Kellogg’s. I know for over 40 years I have enjoyed a bowl or two for breakfast. Established over 100 years ago, Kellogg’s is a household name in 180 countries around the world today. The company continuously delivers high-quality breakfast foods and attracts consumers through some of the best advertising and marketing campaigns in the consumer goods industry. During the summer of 2013 Kellogg’s wanted to run a 3 month, UK-specific social media campaign for their breakfast cereal Krave. The one difference from previous activities is they wanted to bring this campaign in-house. When bringing a campaign in-house Kellogg’s needed to make sure they had a way to track their KPI’s, and carefully align the social media metrics they were using to their organizational goals in a way that would contribute to the goals’ achievement.
“#Parentingquestion What are your teething baby survival tips?”, “How much #TV should I let my child watch? #Parenthood” These are just two examples of recent parenting questions that were sent out into the Twitter world today. More and more millennial parents are turning to social media for parenting advice. In fact, some reports have found that millennial mothers are two times as likely to seek parenting advice on the internet than to ask other people and as high as 50% of Dads use social media once a day for the purpose of parenting. Since the sources of parenting information online are endless and anyone can post anything, parents are more likely to come across information that is not evidence based, motivated by consumerism and even potentially harmful. For many years now, Ontario Public Health Units have been involved in the promotion of positive parenting. The mandate of the public health system is to improve the health of the population through activities that promote health, protect health, and prevent disease and injury. Guided by the Ontario Public Health Standards and their Agency Strategic Plan, Wellington Dufferin Guelph Public Health has made promoting positive parenting one of their 5 strategic program priorities. In order to do this effectively and reach the right people with the right information, social media involvement has expanded. Wellington Dufferin Guelph Public Health has an existing agency Twitter and Facebook page as well as successful program-specific social media accounts such as the Twitter, Facebook and webpage for the Circles Guelph Wellington program aimed at changing how the community thinks and acts about poverty.
Social media experts know exactly what impressions, reach, klout, community growth and engagement mean. Although, these words seem familiar to us, they might not be for your CEO. One of the hardest challenges for social media experts is to quantify the monetary return on investment (ROI) of social media. How can you convince the investment with metrics that are unfamiliar to the upper management of your company? Social media wise, the infamous Formula 1 has been considered a dinosaur on social media, and it might have been because of its Chief Executive.
Conversations, leads, engagement, reach, impressions, bounce rate, time on site, audience growth rate, response rate….. which social media metrics are meaningful to a campaign? After reading about 20 articles, I found that the more I study on this topic, the guiltier I feel. Because it makes me realize that I have been following some “vanity metrics” of my previous social media campaigns. People follow us, read our posts, and get our emails….. But can any of these metrics say that our audience will go further with us?
It’s safe to say that when German brothers Adolf and Rudolph Dassler first founded footwear and apparel giant PUMA in 1924 the world was a much different place. Computers, the Internet and social media were obviously not of concern whereas merely having reliable electricity to manufacture their shoes was. Fast-forward to nearly a century later and the game has changed in ways that would have once seemed unimaginable. In order to compete in today’s global marketplace companies need to have an online presence. While initially it may have been adequate to just have a corporate website, it is now becoming increasingly necessary for companies be active on social media. But merely participating in social media does not ensure success. Companies need to be analyzing their social media traffic and taking advantage of the insights that it can provide in order to ensure that their time and effort is providing them the optimal return on investment.
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.
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 »