Wednesday 30 January 2013

Module 3 - Foursquare and QR Codes!


As a consumer, while I’ve heard of Foursquare and obviously seen QR Codes on various materials, I can’t say either had been of much interest to me until now. While I love my social media, I discovered a substantial ‘barrier to adoption’ with each of these apps. Single biggest learning – keep it simple – if gaining access is too complicated, users will abandon the effort before they get to the good part!
Several months ago, I started the process of signing up for Foursquare – I know this because when I went to sign-up earlier this week, the system noted that I already was registered. That said, the process of actually downloading the app was laborious and time consuming to say the very least. I guess if I had kept my iPhone operating system up to date it would have been far simpler, but it took me hours to upgrade and download the app – it’s only available on iOS 5 or iOS 6. As it turns out, it was so very worth the wait! I immediately checked out the ‘Explore’ feature and selected ‘Specials’. I was thrilled to find myself the ‘mayor’ of a local spa and offered a complimentary OnTheGo facial! I found myself scrolling through local listings – gathering great ideas, as well as special offers, for future nocturnal adventures. I loved to see the names people came up with to label their homes – I named my location ‘Deco Dame’ (my apartment is a 1931 art deco building). While I can certainly see this SM platform taking off (I’m definitely selling my ‘yellow-pages’ stock!?!), it hasn’t reached critical mass ... yet. I found very few ‘friends’ were registered, but the interesting thing to note is that from a marketing perspective, the platform is effective even in the absence of critical mass – the geomapping in combination with incentives were enough to keep my interest. However, from a PR perspective our objective is to garner ‘earned’ media and amplify messages. Once Foursquare gains more members, and reaches a certain level of active users it will represent a great new tactic in the PR practitioner’s toolbox. That said, I believe that there may be a risk that users may access it more for its local listings and incentives, and ignore the social media features. There may be some parallels with the ‘Groupon’ and ‘Social Living’ discount programs. They were developed based on the concept of users promoting offers to ‘connections’ and therefore reaping increased rewards. I don’t know the statistics, but while I have signed up for a number of these programs, and take advantage of their offers occasionally, I never ‘refer friends’ or ‘share’ – not sure I want my network to know I’m getting bargain botox – even if it means I might get mine free!

Once Foursquare increases its number of active users, I could see it used to build awareness of mobile blood donor clinics, pop-up seasonal stores, or local fund-raising events. The feature that allows users to take a photo to accompany their ‘check-in’ could be particularly effective for driving traffic and building awareness.
QR Codes were far less complicated. I understood how QR Codes worked – access to additional information -- but simply never felt compelled to download the required app (the app is built-in on many devices, but interestingly, not in the ubiquitous iPhone). The only time I was ever tempted to take the additional step to obtain the app, was when it was included on a ‘for rent’ sign and I was curious to see more – but not that curious, I didn’t bother in end.  Mostly the QR code merely takes the user to information they could access just as easily via Google!   The uninspiring B&W symbol, compounded by the need to download an app, plus the process of scanning, makes me think that the QR Code may be of limited use to PR practitioners. The novelty has worn off.

My feeling is that AR may supplant the QR code. The TNW article lists a number of new AR applications, which will allow users to scan objects (rather than boring B&W symbols) with their phones, incorporating (or ‘augmenting’) fictitious visual elements into the real-world visuals. An example of use in PR might be fundraising for a new museum wing – the user scans the building and a time-lapse visual of the wing being constructed would appear. Another example might be to scan the museum and a list of the day’s special exhibits or lectures could appear. My father is a huge fan of old airplanes – the Hamilton Air Museum could incorporate a feature into its exhibits that allow users to scan the plane and see AR visuals of the famous pilots that flew them.  A drug company could incorporate AR into a convention display – a user would scan their image as it appears in a mirror – the program would then show the effects of disease on their organs. The key is to provide easy access to additional, relevant content!

Saturday 26 January 2013

CDPR 108 - Module 2 - Promoted Tweets, Accounts, and Trends


 Twitter social networking and microblogging service launched publicly on July 15, 2006.1 Four years later, on April 13, 2010 Biz Stone, one of the founders, announced the launch of Promoted Tweets, stating  Over the years, we've resisted introducing a traditional Web advertising model because we wanted to optimize for value before profit. The open exchange of information creates opportunities for individuals, organizations, and businesses alike. We recognized value in this exchange and planned to amplify it in a meaningful and relevant manner.”... “Stubborn insistence on a slow and thoughtful approach to monetization—one which puts users first, amplifies existing value, and generates profit...”.2  In short – they needed to reach a certain level of critical mass and credibility before plunging into “monetization” – exploiting their massive network for profit. Hence, the beginning of Twitter’s ‘Promoted’ advertising opportunities, including Promoted Tweets, Promoted Accounts, and Promoted Trends!
Promoted Tweets appear at the top of user’s Twitter feed and/or search results and represent messages from organizations that the user doesn’t necessarily  follow.  Twitter assesses all of the organization’s Tweets, identifies the most popular and then ‘promotes’ that tweet to a specified targeted public, which may include the organization’s followers and/or users similar to their followers, within a specified geographic area.3 In return for promoting their Tweet, the organization agrees to pay Twitter on  a ‘Cost Per Engagement’ (CPE) basis – a set fee for each re-tweet, click, favourite or reply. The CPE rates have been reported to be between $0.75 - $2.50, with a minimum 3-month commitment of $15,000 - $25,000.4

Promoted Accounts appear at the top of selected user’s  (identified by Twitter as similar to the organization’s followers) ‘Who to Follow’ list.  The organization pays based on a ‘Cost Per Follower’ rate – reportedly $2.50 - $4.00, again with a minimum 3-month commitment of $15,000 - $25,000.4

Promoted Trends appear at the top of all user’s Trending list. The cost for this premium placement has been reported to be as much as $120,000 per day.5

In my opinion, Twitter.com Targeting Options -- Promoted Tweets, Trends, and Accounts, represent substantial potential value for public relations practitioners.

Promoted Accounts and Promoted Tweets, allow organizations to pay only for actual responses. In the case of Promoted Accounts, the one-time CPF ($2.50 - $4.00) rate allows organizations gain on-going access to their target audience.  Promoted Tweets offer the opportunity to substantially amplify the message – the one-time cost per engagement may result in additional followers as well as multiple incremental engagements (my understanding is that the organization pays for the initial engagement, but not follow-up engagement i.e., if a user Retweets via the promoted Tweet, the organization would pay the fee, but any following engagement by the user’s followers would not result in additional payment ). It should also be noted that with Twitter’s targeting, users are receiving messages that are highly relevant to the user.

Additionally of note are user’s attitudes towards promoted tweets. As of August 2011, a substantial percentage of users were positively inclined to interact with Promoted Tweets.6 Attitudes towards Promoted Trends and Promoted Accounts could potentially be extrapolated.

attitude-promoted-tweets-emarketer


Twitter Trends, while it comes with a very high daily cost of as much as $120,000, the reach is substantial enough to warrant the cost. As of February 2012, some 15% of online adults use Twitter, and 8% do so on a typical day.7 $120,000 to have millions of your public not only seeing your message, but engaging and interacting with it, seems like relatively good value versus the cost of say, a Superbowl TV ad?

It should be noted that the minimum investment required by all three promoted products, necessitates a solid, long-term social media strategy to ensure positive ROI.

It should also be noted that, like most communication tactics, the success is dependent not just on the distribution channel, but the content.  The success of the Virgin America Twitter campaign is an excellent example.8

https://business.twitter.com/optimize/case-studies/virginamerica/

The Virgin Airlines campaign represents a perfect fit for Twitter– a company with a substantial twitter presence, coupled with a time sensitive, value-added offer. Virgin used Promoted Trends and Promoted Tweets to launch a one-day sale, with a donation going to cancer charity for each booking. The campaign resulted in one of Virgin’s top five sale days ever, a 25% increase in sign-ups for their loyalty program, and $50,000 raised (the stated maximum) for cancer.


References:


 

 

Friday 25 January 2013

Great Article on Must-have Plugins

http://www.jeffbullas.com/2012/03/13/10-must-have-wordpress-plugins-of-2012-every-blogger-should-know-about/

But question -- are these plugins appropriate for other blogging platforms i.e. blogspot? Will find out I guess!

Examples of Great and Not-so-great Social Media Use!

Earlier this week, I was watching the Marilyn Dennis show (please don't judge me ;-)!). It was the weekly 'Home' show where the focus is on home renovating and decorating and viewers have the opportunity to submit (in person or via Twitter) their 'decorating dilemmas' to guest contributors. This week's guest was well known media personality and 'brand' Debbie Travis. A viewer submitted photos of her living room, provided details regarding the furnishings, and asked for advice regarding paint colours. Ms Travis's response to the request for advice -- a very glib "Move!" -- insinuating (on national TV) that the room was beyond help. She continued to be unnecessarily critical of the viewers newly purchased light fixtures. As a viewer, I found her attitude condescending, insulting and, to be honest, nasty.

I might normally have left it at that, perhaps relating the story to a sister or two, and maybe even thinking twice about purchasing her products. But...we live in the 21st century and, hey, I'm taking a Social Media in PR course and the original request for submissions was conducted via Twitter. So.... I took to Twitter to express my displeasure -- “Wondering if Debbie Travis is lacking the internal ‘edit’ function – a bit mean spirited!”. I wondered how adept she and her team were at ‘listening’ to her public. Turns out, she really was listening! In short order, I received a response tweet “Just my British sense of humour, sorry U don’t get it”. She did well by listening and responding quickly, but clearly missed the mark. Rather than apologizing or demonstrating any level of contrition, she turned it back to my supposed lack of humour.  Personally, I don’t believe that publicly insulting a viewer’s home is funny in any culture and I suspect that many others would agree.

I observed a few factors in this exchange.  1. I’m far more outspoken in tweets and emails than I would ever be in person. 2. Most people are more assertive, including media personalities (let’s face it, they’re people first and ‘brands’ second). I can see how ‘Twitter’ exchanges can escalate – everyone wants to have the last word, but brands need to remember that these exchanges are very public!

My second experience was far more positive. As I was checking my Twitter feed, I noted that VP Biden was moments away from speaking  live via Google+ Hangout on the topic of gun control. A simple click and I had the opportunity to view, in real time, an online town hall meeting where Americans throughout the country, from the comfort of their homes, representing both side of the debate, could express their opinions and ask VP Biden specific questions. Brilliant use of Google+ Hangouts. Hey – does this mean I can say I’ve ‘hung-out’ with Joe?! Now that we're pals, maybe he can introduce me to Barack? But don't tell Michelle!

Thursday 17 January 2013

CDPR108 - Module 1

There are a few themes in this week's reading that really seemed to resonate with me. First, the ability for social media to 'amplify' messages; second, the value of being able to effectively listen to your public.

Years -- well perhaps decades ago -- there was a commercial for a product I no longer remember, but it went something like this... "I tell two friends, and they tell two friends, and so on, and so on..." and included a simple graphic showing the multiplication of faces. That graphic pretty much sums up one of the main benefits (and potential risks) of social media. If you have a great product/service/organization and can provide content that resonates with your public (and, of course, helps meet your objectives) they will serve to promote it on your behalf by sharing it with their network. Not only have you deployed your message to your public in a cost-effective manner, but the message has been conveyed by what could be considered  'Product Champions' -- thereby increasing the credibility of your message.

In her eBook UNLOCKING SOCIAL MEDIA FOR PR, Sarah Skerik uses the term "Listening to your social echo". Before social media, organizations had limited opportunities to obtain frank feedback and insights from their publics -- if there was a problem, they might receive a few letters or phone calls. If the organization wanted to probe more deeply, they could conduct research. But there were significant limitations with both these outdated options -- for every one letter or call received, there were probably several, perhaps dozens, of other unsatisfied customers. Research can be costly, might not accurately reflect your entire public's sentiment, and participants might not be completely open. Social media has allowed organizations to monitor the usage and attitudes of their publics in real-time -- thereby identifying opportunities in a timely manner and managing issues BEFORE they become crises!

I'm including a link to an interesting info-graphic created by Wedu and posted on Socialmediatoday.com by Craig Smith, showing the benefits of digital PR integration. Personally, I love infographics -- maybe I'm a visual learner, but I find that infographics manage to communicate volumes of complex messages in an easy to understand, memorable, and accessible manner -- ENJOY!

http://socialmediatoday.com/craigpsmith/997891/3-important-benefits-digital-public-relations-infographic