Concepts of attention, attitude and action

What do social media managers referring o when they talk about attention?  How can you tell that people are even listening and aware?  And how do you capture it to measure?  Kami Watson who writes a lot on her fantastic blog about measurement refers to attention as the “overall interest”  in your product/service.  There are tons of ways to analyze this.  Some common ones include:

·         fans

·         likes

·         page/video views

·         click through rates

·         volume of mention

·         net reach

Attitude should not be the measure of profit and loss. Whenever I hear P&L I immediately get hungry and think of pb&j sandwiches.  Attitude is the same as sentiment ratings.  Whether it’s positive or negative definitely impacts your goals.  However having positive sentiment won’t equate to fabulous ROI if your call to action falls short.

Do I have your attention?

What is your attitude towards a PB&J Sandwich?

 Attitude is not a measure of a successful social media practise. 

A good case in point would be my friends experience with her companies face book campaign.   Her family owns and operates a hugely successful snack food company that has won the hearts of Canadians and is now on the shelves of almost every national chain grocer.  They have been offering free vouchers for their product.  For years, they were leveraging the vouchers to get positive sentiment and drive sales.  Facebook was used to maximize reach of the vouchers.  They finally realized that too many FB fans were not actually buying the product but depending on the vouchers.  There were even “extreme couponers” complaining that there were not enough free vouchers! Although the attention and for the most part attitude was there, they had to shift focus to target the audience that was actually going to purchase the snack.  Since then, they have printed and focused on “buy one, get one free” vouchers.

What Blanchard is really trying to say is non-financial measurements tell the story as to why goals were or were not met?  Attention and attitude tell this story and drive action.  Action is what will ultimately increase revenue or reduce costs.  And this will save us our job.



Action is measurable and shows how your campaign influenced and moved people.   It produces the goodies we all want in PR- What did your targeted audience to in the end to help you achieve your business goals.

Content Strategy and use of Imagery

Content strategy fail

This image is amazing for captivating emotion and commanding attention.  It tells a story.  It's just difficult to understand what kind of constipation story it speaks of.
The advertising campaign plays on the frustrated angry dictator who is finally happy because he had a fabulous bowel movement.  This is supposed to be hilarious.
Not only is the use of Hitler imagery in poor taste, using a tone of "funny" is absurd.
Furthermore, the ad is completely out of line with Senokot's image and brand.  Case in point, please look at their website. It is wordy and outdated.  There is no mesh.  In fact the contrast between the Hitler ad and the webiste is astounding!

What the voice of their website is saying.

• Earthy
• Euro, Health food store in Romania circa 1983
• Pharmaceutical friendly/clinical
• Creepy (look at the pharmacist on the homepage for 2 minutes, click on video).

 
There is no consideration of audience especially considering senior's are probably using the product.
Messaging is supposed to be funny but it come off as strange and offensive.
Message intentions of the products effectiveness and relief have gotten lost.

 Content strategy win

This poster promotes rock guitarist Peter Frampton's collaboration with the Cincinnati Ballet.  It is featured on their website and fits very well with the other messaging, branding and tone of the ballet's website.
With just enough wording to give the image context, it conveys key messages to ballet and rock enthusiasts.
This image is cutting edge, bold, high end with an amazing vintage look.  It conveys clear messages.  Even the dancers leg has a strength that somehow connects with rock and roll.

The academy is taking a fresh approach to getting people excited about ballet.  They are holding events that attract different audiences specifically men and those that like rock music.  For example, there is "Beer and Ballet event".  There is consistency of messaging.  Ballet can be fun, rebellious and masculine!  So we know who the audience is. This image is entertaining- the guitar and stark movement of the pointed toe striking through it.  Peter Frampton is a legendary guitarist.  His involvement provides an element of credibility to the ballet as they are  asking their audience to take a chance on combining two nontraditional art mediums.  

One more content strategy win 

This image is great at conveying several messages of what the non-for profit is all about.
The voice is uplifting, helpful, sad but hopeful and has authentic element of compassion.  The image is also instructional as it answers the question of "where does my money go as a donor, who does it help, and why should I help them?"  Look how adorable these girls are.  Who wouldn't want to sponsor them!  This is a great example of original content through photography. It does not look generic or sterile like many licenced images. The photo is representative of their brand, website and is in-line with their mission statement.

Because I am a Girl initiative is a social movement that's unleashing the power of Canadian girls, women - and everyone who matters to them - to claim a brighter, safer future for girls in the developing world.-Source: Because I am a girl website.

Promoted Twitter campaigns

Paid advertising on Twitter as a function of PR?


Let’s just get one thing straight.  Promoted tweets, promoted accounts and promoted trends are not PR tactics, they are advertising.  But, they can certainly compliment a pr campaign.  Let's take a look at some of the ways I think promoted tweets, accounts and trends can be used as useful communication tactics.

Personally, I think it’s a strategic tool for time sensitive and regionally targeted blasts, especially planned around special events or product launches, grand-openings.  It gives regular tweeting more umph!  This image is from the Wall Street Journal.  The article highlights how promoted Tweets helped create buzz around Chinese New Year for a P.F. Chang's, a chain restaurant.  It also states that promoted Twitter campaigns are REALLY successful with mobile phone users.

But is it cost effective?......

 Google SEO adwords and other “cost-per-click” on-line mediums, Twitter’s cost structure is based on a Cost-per-engagement (CPE).

The use of promotion also has huge potential for small businesses with custom tailored budgets; owners can pre-determine how much they wish to pay for engagement.    It’s been especially effective for reaching mobile users.  According to the New York Times, 60% of Twitter users are on mobile devices.  I have been using Google Adwords for years and my ad campaigns seem to have less and less impact.  I sometimes wonder who is using up all my clicks!!  I must start using Twitter more for my business.  This is ridiculous!
Since promoted trends are outrageously expensive, unless you are a large corporation, this may not even be an option.    Ppromoted trends can sell for an upwards of over $100,000.

Who do you Want to follow you?

What’s cool about the promoted accounts is how you can custom tailor exactly who you want to receive your messages based on interests and other twitter algorithms.  The fine people at Twitter will help determine who is best suited to respond to your call-to-action.










 Crisis Communications

Many experts feel that promoted tweets are best used as a crisis communications tool.  I agree it's probably best to stick with organic old fashioned tweets and spend your budget when you really need it. Since I feel that any kind of promoted twitter program is a bit of a PR cheat, I am all for it if there's an emergancy!  Promoted tweets can help you direct followers to your message and direct them to a landing page where you can keep them informed at any stage of a crisis, especiallyl if it requires a longer explanation than a tweet!  So you could direct them to your website, blackout site, blog, facebook page, tumbler or however else you can show concern and let others know what you are doing to rectify the situation.     

Twitter ads may be better for time-sensitive events rather than for awareness-building efforts

                                     -New York Times.

...official response will continue to float above the stream for anyone who happens to search for their brand due to the crisis.

-Todd Defren, PR Squared 

 

Location Based Tools

Google Goggles has potential as PR tool

Google Goggles is still in in infancy stages of development.  For Public relations purposes, it's a fantastic medium for increasing awareness to a huge audience.  Practically speaking, for most industries especially ones where it's products and services are less tangible and more abstract, Goggles is not as useful.  Also, if stakeholder doesn't have a newer smartphone, the application is useless.  Goggles can already recognize color and basic garments types.

 

 

 

 

Personally, I'm stuck with a 3G Blackberry without a whole lot of memory so I can't even use the program.  Sigh.

 

  

I found this video is a great 101 for learning about what Google Goggles can (and can't) do. 

 

 

 

As you can see from the video, Goggles can easily gather information on well known landmarks wine and artwork.  Personally, it's a bit of a first world application.  Wine...  pfft.  But for networking, which is a big part of PR, the easy text regogntion makes it great for business card image recognition.

 

According to the NY Times,  Google mobile searches are up by 500% in the last two years. There have been 250,00 downloads for Google Goggles.  Is that a lot of downloads.  That doesn't seem too popular yet? 

 

 

Buick used this scannable poster to direct customers to a few different links.  Buick wants potential customers to view the car as a new progressive commodity rather than an old man's wagon.  Once this image is scanned, it is linked to a video about one of it's newest models as well as dealership location information.  Scanning instructions are at the bottom left hand side of the image.

 

 

 

What I learnt about location based social media platforms

 

All of these platforms may be time consuming to create and monitor, however they are inexpensive, especially when compared to traditional advertising.  I was not aware that anyone can create a QR code for free!  Here's how:

 

Examples of how these tools can be used for public relations

• Scavenger hunts using QR codes with discounts/freebies as incentives

• Mayor appreciation- giving recognition to regular users or people that promote and recommend your product/service.

• Networking opportunities- Using Google Goggles for business card scanning at events to grow your contact list.

 

Intro to Social Media and Location Based Social Media Platforms

What an amazing and eye opening first class.  As per usual, Boyd Neil has done a terrific job at presenting tons of great information and made me realise how little I know about the use of social media as a PR tool, let alone a small business owner!  After reading articles on location based tools, I wanted to investigate more about how I could incorporate these tools for my clinic based acupuncture practise.  I realised there was some valuable insights.  There are so many fantastic blogs for incorporating digital platforms for small business.  Here is one such article with a focus on Foursqare:

How engaged are we?

All this talk of social media and location based marketing started ringing true to me.  From what we have been learning in class so far, people (especially Canadians), are more connected and engaged than ever. It's suprising that Canadians are that engaged.  We have some of the worst and highest smart phone rates out of any country, yet we still  LOVE bragging and telling others about where we are and what we like.

Source http://www.thomaspurves.com/2007/04/09/canada-worse-than-3rd-world-countries-when-it-comes-to-mobile-data-access/

Are you on Foursquare? 

After last class, I have been doing some casual research to gauge if my own clientele base is on Foursquare.  So far, not too many are.  But, I am now convinced.  I HAVE to get me business on Foursquare. 
I completely agree that getting fans or customers using programs such as Yelp or Foursquare is an amazing way to keep Canadians engaged and to start a domino effect of influencing others. No matter what the objective is.  It's this kind of recognition that builds credibility.  In my case, I have quickly started realising that referrals through traditional methods and the old fashioned hard copy brochures simply doesn't produce far reaching results.  Acquiring more business, especially in a service industry can really benefit from Foursquare.  Mayor's anyone?  I am already looking into putting Lotus Shiatsu & Acupuncture on Foursquare.  But it is surprisingly not as interactive as it's platform. 

Here is the dry form one needs to fill out.  It's been over 48 hours with no reply from the sales team.  I'm still waiting....

 

Presenting ideas has switched from wordy monologues to use of high impact visuals.  Although not purely social media related, Garr Reynolds, the author of the textbook for the Business Presentations course, always has inspiring ways to convey messages through use of dynamic imagery. Here are some simple basic tips to keep in mind from Reynolds' website.

Face to face/word of mouth is still in style

This video goes against everything we have learnt so far.  But it is important to keep in mind that old fashioned word of mouth should not be completely forgotten.  It has all kinds of facts stating that on-line "word of mouth" marketing is less valuable as we spend more time doing other things.

http://www.youtube.com/watch?v=tPb8pFrxrng&feature=youtu.be&noredirect=1

source- http://www.brandautopsy.com/blog