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 »
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 – Christie Digital Systems Inc. Industry – Professional Audio & Video Solutions Contact – Julie Vaishnav – Manager, Digital Marketing Web resources – Christie , Buffer Social , YouTube, Facebook, SoundCloud About Christie Christie is a global manufacturer of display technology solutions offering diverse visual, audio and collaboration solutions for business, entertainment and industry and employs over 1500 people worldwide. Christie has manufactured and installed… 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 »
Organization Name: The Ritz-Carlton Industry: hotel Web References: brandwatch.com, www.svmsolutions.com, http://www.ritzcarlton.com/en/LetUsStay/Default.htm, www.google.com, www.travelandleisure The Ritz-Carlton – this luxury brand wants to stay with you According to Hubspot, 92% of marketers in 2014 claimed that social media marketing was important for their business, with 80% indicating their efforts increased traffic to their websites. And according to Social Media Examiner, 97% of marketers… Read more »
Organization Name: Bombardier Industry: Aerospace/ Defence Railways If your business is active on social media, then your business should be reporting on all your social media efforts. While reporting on “vanity metrics” on your companies channels, like follows or likes seems like the thing to do, many people tend to confuse this as an achievement versus what it really is… 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 »
Organization: Social Media Examiner Industry: Social Media Marketing Contact: Phil Mershon, Director of Events Web references: Social Media Examiner®, Social Media Success Summit® 2015, Simply Measured, Twitter, Facebook, LinkedIn, Instagram, YouTube Social Media Success Summit 2015 – Social Media Examiner Social Media Examiner® is one of the world’s largest business blogs, helping millions of businesses discover how to best use social media. Nearly 400,000… 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 »