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Monday, May 27, 2013

We've Moved!

Thanks to the success and attention this site has seen it was determined that the site needed to move to a more formal and cleaner medium.  As a result, all of the site's content has been transferred to a new URL which will be used for all future posts: http://modernmarketingreview.com/

Thanks for checking out the Modern Marketing Review - Hope to see you on the new site!

Tuesday, May 21, 2013

Kickstarter: The merger of Fundraising and Social Media

Kickstarter Campaign Image
By now most everyone has heard of it: Kickstarter.com.  It is a site that allows people to fund creative projects that might otherwise not get enough attention.  The site has led to millions of dollars in donations to projects, that without the kindness of friends, family and strangers could have never happened.  It is the online community speaking with their wallets about what should be created, and what projects are not really worth making happen.  The impact of projects going viral and of social media on projects cannot be understated, those that have been successful play off of the media, link through various websites, share their projects on Facebook and Twitter, and fully engage with the online community.

Impressively, almost half of all Kickstarter campaigns get fully funded.  And of those that do get funded 94% get over funded.  Considering the average project asks for roughly $5,000 dollars, and the average donation $71, there is a lot of opportunity to create something great.  However, it is an all or nothing game.

Projects either receive 100% or more funding, or their creators, and their projects, get squat.  Further, projects are entirely limited to creative projects in arts, design, film, food, and music.  That means campaigns to raise money for a cancer foundation, sports team, to pay off college loans, are all out of luck.  However, the site will let individuals and businesses use Kickstarter funds to create something that might be used to support one of the aforementioned donor seekers, such as funding a video creation for a non-profit, or an arts program for cancer patients.

What makes a successful Kickstarter campaign?  Well, there is a lot of literature on that topic, on which I couldn't hope to divulge meaningfully here.  But the basics lie in proper presentation, appropriate rewards, and successful networking online.

Design SketchA proper presentation means making the project page delightful to the eye, visionary, and well thought out.  Obviously typos and incoherent statements detract from the page viewers enthusiasm about the project, for why should anyone support a project that doesn't even care to edit its own work.  But further, the page needs to shine.  A well developed video can make the world of difference.  It can show the potential donor how important this project is, why they should care, and that they can trust you to see it through.  Professionalism and creativity dominate this aspect of any campaign.

Appropriate awards are also essential to a campaigns success.  Designing price points that appeal to a variety of donors, from those who would like to submit a small contribution from $1-$25, and to those who might want to single handedly fund the entire project.  However, rewards are also restricted in what can be provided.  All rewards must be produced directly by the project creator, cannot be financial incentives, coupons, or discounts, cannot be given out in quantities of 10 or more, and cannot be raffle, lottery, or sweepstakes tickets.  Further, drugs, alcohol and nutrition supplements are not allowed.   This poses an extra burden on the project creator, but also provides opportunities to really engage with supports of the project.  For instance if the project is to design a revolutionary stapler, you can offer anyone who contributes $25 a free stapler, and anyone who offers $200+ design art and a discussion with the design team (lets hope this is one really really cool stapler).

Early Bird RewardsPopular are early bird rewards in which only the first 10 - 20 donors of a certain price point can get the reward.  This supports the viral effect because there is an urgency to support the project.  Those who miss out on the best deals are still drawn to the product and can consider donating for a lesser reward.

Online networking serves as the keystone to a successful campaign.  For, none of any of this matters unless people actually get to see the project.  There are too many projects on the site for it to feature them all, so again the work lies with the project creator.  By coordinating well in advance with those involved in the project, and notifying anyone and everyone well in advance of the project even going up, you increase your odds of getting additional support.  Creating a Facebook event, a Twitter count down, an Instagram preview, all enable fans and friends to see not only what is going on, but how much effort and care you've given a project.  It cannot be understated how important it is for people to see how much you care, for if you do not care, why should they!  Further, be sure to share your video on other sites than just Kickstarter.  If you go through all that effort, more people should see it!

There are a few more concerns that every campaign needs to be aware of as well.  Kickstarter takes 5% from every project, and posts a warning that up to 5% more could be taken in payment processing fees. On top of that, the project owner will have to ship rewards out to the donors.  Remember, you only incur these costs if the project is picked up, but be sure to include them in your funding goal so you don't find yourself 10-15% below budget.

Best of Luck!

Additional reading on how to make a Kickstarter campaign successful:
Income Diary
MintLife
Boston University

Wednesday, May 8, 2013

Lessons Learned from Social Media Marketing with the UCSD Sailing

Through experimentation of different forms of social media with the sailing team there are clear lessons to be learned that have guided more recent posts.  The communities that contribute to each social media site and the feedback on content are the crucial elements from which success can be gauged and content tailored to suit the audiences tastes.

On Facebook, pictures draw many times the number of views and likes as a similar post without an image.  Further, posts that interact with or include other teams and/or members of the sailing team's community drive up engagement drastically.  Our proud proclamation of having stolen a uniform from UC Irvine got a lot of attention, as did a photo that we dug out from the team's archives.  This content not only drew attention from our own communities, but also from the broader communities that were involved.  In the case of the stolen uniform, we attracted not only our own team and UC Irvine's, but also from competitors from throughout the conference.  The photo from the team's archives reached the individuals who were present in the photo and started a discussion of the context of the photo and the good times.

This type of post is replicable in a larger corporation.  For any large brand name, posting about a non-profit event they are sponsoring, or choosing to support one team over another in a sport competition, makes that brand part of a broader community and draws much more attention to their posts.  By being a perpetually seen as part of many of these external communities the brand draws attention to itself as an authority and symbol of these communities from which can build reputation.  This can drive sales as members from those communities buy into the lifestyle which the brand supports.

On another note there has come to be an expectation of lulls of attention and engagement on the page in-between big events, regardless of the cleverness or creativity of a post.  As much as I and others have tried to drive engagement in times when it seemed very few people were visiting the team's page, it seemed very challenging to drive traffic unless there was an event for which the community could gather around with a mix of interest and support.  It seemed having both was crucial.  This challenges the notion of the claim that simply having "Great Content" is enough to ensure an active following.  While I admit a handful of the posts on the site are not thrilling, by and large the content is interesting to the sailing team's community.  However, in order to drive people to engage with it, the content needed to rally support from the team's community.  For instance, sometimes, despite posts after sailing races (regattas) had finished included the results and a photo of the event, it was more typical for the posts before and during the event to attract as much if not more attention and engagement.  These earlier posts called on followers to send their wishes for good wind and good luck for the team through the infamous "Like" button.  It seemed followers were more enthused to do this than to comment on the team's overall performance after the event (Though I hope this wasn't because our results were letting them down!).

Twitter has been more of an uphill battle.  The forum is complicated, especially for a club sports team.  Though the team now has more followers, it is unclear what Twitter offers to the team and its community, especially considering that the sailing world simply does not depend on, or engage with the medium.  Unlike my previous comments about Facebook, there is little to no opportunity for rapid interaction with other schools or communities, let alone clear ways for people to support the team on the site.  As the sailing team's reach is so limited by having few followers (most of which are businesses and not people anyway) its reach is comparatively pitiful.  To compound on that, Twitter feeds are constantly updated, so even when the occasional post is made, it is likely drowned out by others activities.

This suggests that Twitter is largely a winners-win medium.  Those who invest a lot of time and energy into posting, favorite-ing, re-tweeting, tagging, and hash-tagging followers and relevant ideas about their posts can see a following and community grow and expand.  This in turn can result in engagement with other communities, building a brand's image and shaping the lifestyle a brand develops. For a student run club sports team, this is simply unrealistic.

From a review of the team's success the online data continues to show more use and engagement of all of the team's online media (sans the Zombie Sailing Team, may it rest in peace), showing continual increases in traffic and engagement.  There are more followers and more likes than ever on both Facebook and Twitter, as well as consistently higher and higher numbers of views of each post, indicating not only that people are actually engaging with the content with likes and comments, but also not blocking or ignoring the team when it comes up on their news feed.  Additionally the Facebook page has served to draw more individuals to actually come out and try sailing, in other words, we now have a measurable ROI for the page.  Also on Facebook the statistic, "Number of People Talking about This" seems to be holding constant between 20 and 25, jumping to over 50 when there are events, up from static period during the season of around 15, which spiked to 35, and total likes is up to over 165 and climbing.  On the whole, our posts seem to be reaching more and more people as a result.  All of this will likely crash down to near nothing over the next three months as the season has ended and summer arrives, but it is a great benchmark for when we start again in the fall.

Wednesday, May 1, 2013

Social Media and Online Marketing in China

What of international business or those looking to expand into China?  How can a corporation access that massive population in a world where Facebook isn't even legal and Twitter is hardly used?  Simply put things are different in China.  Yet the opportunities in Social Media and online marketing inside the great firewall remain just as great, if not greater than in the US.  Properly managed a brand can gain access to almost 600 million active social media users in China, compared to the nearly 140 million unique monthly users on Facebook.  That being said, a brand has to play by new rules and engage with new mediums to succeed.But first, to get a scope of how massive social media is and what the comparable sites are.

There are an estimated 91% of Chinese citizens who use the Internet (or netizens) have social media accounts, compared to only 67% in the US.  And on the top 10 sites, there are over 3 billion individual accounts (obviously some individuals have multiple accounts).  And its growing.  In 2012 there was a 60% increase in the volume of social sharing in China alone.  The majority, 57%, of users are male, and the largest age group of users is the 26-30 age group, followed by the 31-35 year old group.

There are several Facebook-esque sites.  The most popular being Renren (translated to people people), Pengyou (friend), and Kaixin (Happy).  Next are the Chinese Twitter sites Tencent Weibo (Tencent Micro Blog) and Sina Weibo (New-Wave Micro Blog).  Equivalent to YouTube is China's youku.com Important to know, Micro Blogging, the largest form of social activity in China, falls into a variety of definitions.  Mostly it can be seen as small and random as a Twitter post, or become what you might be familiar with as a long Facebook post, that may or may not have a reoccurring theme or purpose.

And while these sites are censored and followed by the government, it is relatively free compared to what many might expect.  Much of the usage on the site is apolitical in nature and unrestricted, nothing like what one might imagine when they think of the great firewall of China.  The homegrown sites have worked with the government and have produced a state-approved environment that is thriving, though the use of pseudo names is still quite common for privacy reasons.

For corporations this means leveraging local and learning how these sites are used and how to get their consumer's attention.  Some of the primary reasons for the large use of social media include the strains of rural to urban migration on families that have been separated.  The sites serve as a way to keep up and stay connected while families are apart in some cases for almost a year at a time.  The desire for connectedness of the one child generation is another factor as well as the desire for non-state run media and information.  Playing on these motivators can make opportunities for business to engage with the users' experience and attract attention.

But how the platforms are used also needs to be considered.  Youku (Chinese YouTube), is used more for professional length or pirated videos than it is for short comic moments as seen in the US.  It is more broadly seen as a form of online television that for some age groups may have entirely replaced the government controlled CCTV.  This means the concept of "going viral" in China needs to be reevaluated and content needs to be restructured to suit the audience it is reaching.

Also, Weibo (Chinese Twitter), allows for the posting of images and videos in addition to text.  And its use is largely through mobile devices (50% of use, as compared to only 20% of use in the US on Twitter).  Also of worthy consideration is that the measly 140 character limit that also occurs in Weibo is much more powerful in the Chinese language where a character can stand for a word.  Seeing these opportunities in the same way one sees Twitter would be a grave mistake.  This is what gives Weibo reputation of being a Micro Blog as opposed to quick updates and snippets of information.  Further, Chinese social media sites are more demographic specific with certain sites attracting certain kinds of users.  For instance the users of Renren tend to be more college aged students and Kaixin is geared more towards young professionals.   Using each of these sites to target specific individuals can prove extremely profitable as a corporation can avoid blanket statements geared towards attracting all their users and localize their posts.  Giving certain incentives to poorer students, and portraying a certain image to young professionals

Perhaps most powerful is many Chinese users experience the internet as social media.  When they go online it is simply to engage with their internet communities and they are unlikely to go outside of those networks and sites.  For a brand to miss out on that conversation, and learn about what they can improve about their products or services is a failure to adapt to the changing business climate.  Roughly 40% of Chinese internet users identify instant message as their number one priority in internet usage.  This also correlates with the trend that Chinese social media users are far more likely to rely on advice from friends and family online as for which products to buy and services to use.   

One of the greatest struggles with social media in China is the fact that the metrics for engagement are essentially non-existent.  There is no Google ad-sense, or other website tracking service in China.  That means engagement must be tracked using what is seen on the page and following conversations about the brand.  It requires more man power but allows for a more intense and localized campaign.

But promotion, clarification of misinformation, answering questions, and deterring crisis is what social media in China is all about.  It take much more man power and attention than campaigns run in the US. And with only 23% of businesses currently using it, there is still a ton of space to be claimed and attention to be had.

Sources:
China's Top 10 Social Media Sites
Social Media in China: The Same, but Different
China: Ten Things You Should Know About an Online Superpower
Why you need social media marketing … in China
China Daily: Talking it up online
McKinsey Quarterly: Understanding social media in China

Wednesday, April 24, 2013

A Second Look: Nike and Adidas on Facebook


I couldn't help but follow up on my earlier post about Nike and Adidas's use of social media as I noticed Adidas was leapfrogging Nike on Facebook.  In my last post, Nike's page had a greater number of likes and a comparable, though slightly smaller about of engagement.  At present Nike's overall engagement rate has actually dropped from my last post to .55% while Adidas's rate has rocketed from .71% to 1.09% of users who have "liked" their page, actually engaging with it, be it comments, likes, or shares.  Additionally, Adidas's page has now surpassed Nike's in overall page likes by over 500,000 likes in less than a month while Nike's number has barely budged.

Again the trend I identified in my first post is unmistakable.  Adidas is posting regularly, with a post every two to four days while Nike is posting once every two weeks.  And looking at the recent posts Nike's relative advantage in getting huge responses to their Facebook posts has vanished.  Adidas's posts are now getting as large, and in some cases larger engagement than Nike's.

The lesson is the same.  Consistently creating interesting, shareable material pays off.  All this added engagement means Adidas is showing up on hundreds of thousands more screens than Nike is.  And these free advertisements are statistically more effective than billboards because they are recommended by friends. And from my last post we see this can be directly correlated with returns.

The fight for screen space and the number of shoes on feet is largely a zero sum game.  And In the Facebook aspect of the game, Adidas is winning and Nike doesn't even seem to notice.

Monday, April 22, 2013

Social Media and Return on Investment (ROI)

The common question and concern for many who consider the investment in social media and online marketing is how success is determined, and what the return on investment will be?  How does one know the investment was worthwhile?  ROI in social media is difficult to calculate, but there is a lot to support how effective online marketing, especially Search Engine Optimization can be in attracting more business.

A key to determining ROI is setting appropriate and realistic goals.  A single social media campaign or online contest will not necessarily be designed to cause a skyrocket of sales, but it should generate conversations, be shared, and generate brand awareness.  Some goals such as receiving 50 additional likes on the Facebook page, or have 30 more followers on Twitter can be more tangible results of a campaign.  The goals could also be to generate 15 external links which would not only boost awareness of the brand, but also improve results on SEO.  However, these non-monetary goals are not the only ROI that a brand should expect from their investment in online marketing.

These goals can also be business specific and designed to fit the campaign.  By providing incentives that require the consumer to use the brand if they win (or as a step to enter into the contest), a company can see direct results with the success of the campaign.  For instance, should a contest require a consumer to sign up for the company's newsletter, or create an account with the company, the new number of addresses or accounts gathered by the campaign can be seen as the ROI for that investment.  If an email address is gained from the campaign, this can be then evaluated as likely future sales using the ROI the business gets on its email campaigns.  So if one were to garner 1000 new email addresses, and the percentage of people who respond to email campaigns is 5%, who on average spend $25 when they respond.  The ROI for the original social media campaign was then $1250 plus the free advertising and engagement that was received as a result of the brand being posted on thousands more individuals' news and Twitter feeds.

Additionally, campaigns can be constructed to force individuals to use their services.  For instance, anyone who purchases something on the site will be eligible to win one of 10 Ipads, requiring the user to enter a code in at checkout.  This campaign will not only draw more people to make purchases then and there, but also draw more people to like the page and share the contest with their friends.  The ROI is again easily accessible by noting how many people used that specific code when checking out.  Though a portion of those sales would likely have been collected regardless of the promotion, the increase in sales during the time period of the promotion should be measurable.  This success can be compounded by announcing the winners weekly, generating continued interest and getting people to check back on the page to see who won.  The possibilities are endless, but require creativity and ingenuity to maximize returns.  

These ideas of course can be scaled up or down depending on the scale of the companies operations, their budget, and organic engagement with the page's social media.  This tells us that social media falls into the category of "winners win".  Those who are successfully using their social media already will see more results than those offering the same promotion who don't regularly update their page or provide creative content.  When a page develops useful and interesting content that the consumer engages with, it is far more likely to appear on their news feeds.  As the fight for space on that page is a zero sum game, that means an equally compelling campaign by a organization that doesn't keep up its social media will not have an equivalent ROI.  The bottom line?  Maintaining high quality material online is a prerequisite to any campaign, and as the quality of the page improves, so will ROI.  

Monday, April 15, 2013

Identifying your Business's Online Community with Social Media

In Mackenzie Fogelson's blog post at SEOmoz, she explores how to identify an appropriate online community for a business. Many of my posts have emphasized how important it is to leverage local, or to understand those following a page on Facebook or Twitter, as doing so enables you to develop more relevant, and hence valuable content.

Most important in understanding one's community is understanding one's own business, or look into the mirror. Knowing the details of what you're trying to sell, why your business exists, what your values are, and what makes you unique will be crucial in who you reach out to and how you do so. Once you've identified how your business creates value, and crucially, who it creates value for you'll be able to proceed. Any community that one is reaching out to needs to be one that the business does not just talk at, but a community that talks back, engages, and responds to the businesses ideas and services. Though no one expects everyone in a community to constantly engage, there needs to be some level of excitement and participation from those involved with the brand.  Otherwise it would seem that either there is no value added, or there is a failure to reach the appropriate audience.  

The battle between quality and quantity is another key component of the community. Just because a page or someone on twitter has a lot of followers, doesn't mean they are producing value for those individuals. I'm sure many can relate to this if they are to look through the pages, bands, and idiotic groups they "liked" on Facebook when they were in high school. You are no longer in those pages communities, despite your being a number on that pages statistics. Building relevant contributors is always the goal and is time and time again shown to correlate with long term growth. "Your goal in identifying community is to come out of this with a list of people, companies, and knowledge sources that will serve as your road map for growing your online community".

Key to this conversation is that those who are desirable in one's online community are similar to those who one wants as friends in the real world. Those who listen, communicate, and are honest in their feedback, both positive and negative.  Developing an online community is all about rallying people who want to spend their time on your pages.

A good place to start is by answering the following questions:

1. Who is your target demographic?
2. What specific industries or individuals do you cater to?
3. Who are your partners and colleagues?
4. Who are your competitors and allies?
5. Who do you respect in the industry (people and companies)?
6. What organizations are you a part of?
7. What industry blogs do you currently read?
8. Who do you follow on social media (people, companies)?
9. What events do you attend?

Answering these questions gives you a great starting place for people and places to promote your online presence to.  Sharing your content, products, and opinion on these locations will create reciprocal engagement and awareness on your pages.  Key here is to not come off as spam.  Whatever you post on other sites must bring value or others will quickly see through unwarranted promotion and dismiss or block your content from appearing on that site again.  

The post then goes on to suggest the following tools to boost your community and earn awareness from others, tracking where relevant material comes from and who that material is produced for. 

1. Create a spreadsheet to track other leaders in your community, the size of their influence and target audience.  Input all relevant information from the following ideas into that spreadsheet.
2. For Twitter use the following site to search for and track leaders in relevant areas: https://followerwonk.com/
3. Find community blogs and the blogs they follow that contribute to the conversation in your industry.
4. Follow a similar process on Facebook and Google+, following the pages that the industry leaders follow and determining ways that you can be relevant to those sites.  
5. Repeat continually as your content becomes relevant to a broader audience, or as your community's demographics change and expand.

In turn this WILL return more links for your site, generate more page views, likes, comments, shares, and returns in SEO.  It takes time and determination, but the results will follow.

This article can be found here.

Sunday, April 7, 2013

Organizing a Social Marketing Team

Social Media WhiteboardIn the white paper, The 7 Whiteboard Sessions Every Social Strategist Needs to Have, the ideas of what it actually takes to run a social media campaign and the areas of largest opportunity are explored.  The article outlines, in detail, seven areas that require key attention and ways to execute effectively in those areas.  This will be the first of a series of posts from the white paper.

The first area of concern is to learn more about the consumers of your social media.  Following organic conversations about your content or brand, and supporting those who support you is obviously important.  But then having ways to asses these conversations, either through use of text analysis (discussed here) or just by keeping tabs on quantity and quality of conversations.  Further, keeping tabs on hot topics around your brand and tracking users who advocate on your behalf is crucial.  Having ways to support these individuals and understand more about them could be crucial to a social media campaign.

Understanding the consumer's mindNoting what content is inspiring conversation or activity is a must.  Understanding what incentives your consumers will respond to should encourage more similar posts to create more creativity and inspire more activity and awareness the media and brand.  This should include content and activity not limited to your own content.  If your followers share other characteristics, supporting those can build a better relationship with these consumers.  For instance a brand like Nike can gain by posting material about kids doing incredible things outdoors, or from athletic feats, regardless of their relationship to Nike.  Additionally, keeping records and notes of conversations between the brand and specific individuals can help provide context for future interactions and set a standard for response that can be used when dealing with future consumers.

From the process of gathering information on the consumers of a brand, one will also find a handful of individuals who advocate on the part of the brand.  Sharing its content, responding to antagonistic comments, and retweeting tweets.  For larger scale operations this could individuals making videos about the brand and its products, or even dedicating entire blogs to the brand.  When considering who to support for their loyalty to the brand keeping in mind those individual's characteristics is also important.  Seeing how many people their videos or blog posts are reaching, or how many friends they have and how much activity their posts see, ect. all are valid concerns in exposing those individuals over others.  Promoting these individuals and others like them will help promote positive social activity and enhance the effects of the media posted.

Once these questions are understood and objectives made to solidify a base relationship with the followers, other objectives can be achieved.  However, failure to gain information about those who follow a brand will undermine any other projects that will be pursued.  Localized posts will reach the wrong people, company wide policy will be structured around the wrong mentalities, and exceptional content, designed for one audience, will be lost on the other.  But done right, other tactics successes will compound upon a well established relationship with the consumer based on respect, professionalism, and understanding.   

The article is accessible here.

Monday, March 25, 2013

Marketing with Facebook: Nike vs. Adidas

Marketing Adidas and NikeJust Do It vs. Impossible is Nothing.  Nike and Adidas, both world renowned athletic brands, incredibly successful and mindful of their use of social media.  Their Facebook presence is incredible, together gathering well over 70 million likes on their pages.  These titans use a variety of methods, similar in some ways and differentiated in others which have led them both to successful marketing campaigns on Facebook.

One of the most important things to note about both of these companies strategies is the ability to localize, or target, specific audiences through different pages.  Both Nike and Adidas have pages dedicated to specific shoes, such as the Air Force 1 or the Adidas F50, and have pages dedicated to specific sports ranging from soccer to baseball to cricket.  One distinction that is highly noticeable is that there are Nike pages designed specifically for certain countries, including Nike India and Nike Spain.  While these pages are well followed and updated, it is a redundancy that could be avoided by using Facebook's Post Targeting feature which could control the individuals who can see a post based on their region, language, or other discriminating factors.  This is not to say that this is a failure on Nike's part, just a difference from Adidas's use of Facebook.  From these different pages we can learn different things about these companies use of Facebook, what works, and whats less successful.

Online Marketing NikeStarting with the brands' main pages, there are slight differences in rates of engagement.  Nike, despite having slightly more total likes than Adidas, has an engagement rate of .58% as compared to .71% for Adidas.  While this may appear to be a small difference, these numbers represent thousands of people liking, commenting, and sharing content on a page which then gets re-posted into those friends' news feeds.  Each additional view of content represents a free advertisement, and not just to any consumer, but instead to consumers who are statistically more likely to enjoy the content shared or commented upon by the viewers friend.

So whats different?  The two pages descriptions vary dramatically, far more than would be anticipated. Where Nike's is simply a short list of contact numbers and hours of availability, Adidas's is a basic overview of what the company is all about followed by a large legal disclaimer about the rights of those posting on their page, and further no external link to a main web page or support numbers.

Next would be the cover photos.  Nike seems to dominate in this category.  It updates its cover photos more often, and with images that on average generate more likes and shares, despite being atop the page for shorter amounts of time.  Additionally, where Adidas might use its cover photos to represent its entire brand, Nike contrasts this with inspiring pictures that promote a new product or marketing campaign.  With this kind of promotion it generates new interest in its page, its product.  Adidas, though it may have as many star athletes on its cover, does not generate as much interest in this domain.

The profile picture is another interesting comparison.  Though neither company updates is profile picture in any kind of regular fashion, Adidas is guilty of not updating it at all, having the same picture for almost a year.  Nike on the other hand changes its picture to various swooshes and featured products.  Surprisingly, neither page out performs the other in quantity of likes or shares of profile pictures.  These different strategies can be seen as equally effective in promoting the page.

Comparative Statistics Nike and Adidas
Comparing total likes for Nike and Adidas over last 20 posts
So then page content must explain the differences in the amount of engagement between the two pages.  Looking at the last 20 posts by each page it instantly becomes clear what has happened, but perhaps not how it might be expected.  In the last 20 posts by Nike, the posts have gathered over 129000 likes and 18200 shares.  This is vastly greater than the slightly more than 59600 likes and 4300 shares gathered by Adidas's last 20 posts.  Yet, Adidas is the one with greater social engagement.  Whats going on is the date range of these posts.  The timeline for these 20 posts for Nike ranges from January 17th through March 27th, a period of over three months, while Adidas's last 20 posts have all been posted since March 4th.  Only 7 of Nike's last 20 posts have been done since March 4th.  This perfectly explains the anomaly about the amount of engagement recorded on the pages sites.  Adidas receives constant doses of attention from its followers, which in turn actually supplies larger engagement than Nike's posts which generate larger interest.  This goes to support the idea that information online has an expiration date.  If it is not updated enough it goes bad, and people stop checking it.  So despite having fewer followers, by abiding by this rule, Adidas outdoes Nike for its overall performance with the followers it has.  Why it has less followers is a harder question to answer and one that won't be addressed here.

Online Marketing Adidas
All in all it is an interesting comparison.  Nike produces more exciting content, that drives more followers to engage and share it, while Adidas constantly provides decent content, that keeps its followers coming back for more.  In the end, more updates trumps better ones and Adidas's marketing strategy is leading it to connect with more potential consumers through their Facebook page.   Any company could apply this same lesson, that more is simply better.  Sacrificing a little quality to produce more material to excite your followers is what will drive up those important statistics and provide you with valuable feedback.

An important note is that there is a lot of overlap between who is liking and sharing these posts, be it on one page, or even between them.  So the statistics provided cannot be seen as entirely independent.

Do you think this is a definitive conclusion on who is doing a better job on marketing with Facebook?  Share your thoughts, comment on the post!

Also, feel free to check out their Facebook pages and websites below:
Nike
Nike Facebook
Adidas
Adidas Facebook

Online Marketing and GoPro, a Case Study



Online Marketing with GoPro

The GoPro. Most people have heard of it - the "World's Most Versatile Camera", the all sport, all conditions camera. practically indestructible, waterproof, and creates epic videos and some extraordinary photos. And most people have heard of it through the company's exceptional online marketing. Understanding what makes GoPro's campaign successful, and the lessons it has for other companies are bountiful.

Search Engine Optimization, SEO, and GoPro

GoPro has five main web pages, a Facebook page, a Twitter account, an Instagram, YouTube page, and an official website. The company, which has been around since 2002, has only really launched into the public eye in the past three or four years. And that doesn't happen by chance. Their Facebook page was created in early 2009, and since then they've gathered almost 5 million likes on their page, gaining a million every four to six months since mid 2011. Their twitter page, which has been around since at least June 2012 (though it is hard to determine their actual account creation date), has over 500,000 followers. On Instagram they have a few more followers than twitter, but still in the 500,000 range, was created in March of 2012. And lastly on YouTube, they have over 700,000 followers, and over 220,000,000 video views.

Additionally Google or Bing searches for "HD Camera", "Sport Camera" let alone HD or Sport Video Camera all have GoPro in the number one spot. And that doesn't happen by chance either. The market for HD cameras and for sport cameras is massive, with many large competitors varying from Nikon to the Contour+. And clearly the company reaps direct profits from being the number one hit on these sites.

GoPro Ski PicIn GoPro's "about us" video they twice refer to the online experience. The CEO mentions how the companies vision is to enable consumers to "document their lives and share it online" and goes on to mention that the "most personally satisfying thing is going on the Facebook page" and seeing just how many people share their stories online. Beyond the brand of GoPro, the company has established a social network of people connecting and communicating their stories. This cannot be undervalued.

But how did they do it? Why did GoPro become so successful. Well, a few reasons. Firstly they embraced the number one rule of online marketing. They created not just good, but awesome content. They created content worth sharing. Simply having a product that enables users to have an awesome experience is not enough, nor is even having a product that records having an awesome experience. There are loads of other cameras on the market, and not a ton of features that make the GoPro so much superior of a product than others in its category, especially at its price point. However, GoPro created avenues for its customers and their friends to share their experiences.


On Facebook and Twitter they have a minimum of three daily posts. A daily video, photo, and their promotional "Everything we make" daily giveaway. On top of that, they have GoPro users sharing their videos on their Facebook page and tweeting about their awesome videos including "#GoPro". Even further, they often post content about celebrities and athletes using their products, generating even more interest. Online content gets old fast. By constantly updating their page with awesome content, and having such a high standard, users are compelled to constantly check their sites and watch their material. Seemingly everything that GoPro posts online gets hundreds, if not thousands of likes, and dozens if not hundreds of shares, not to mention countless comments. And that goes on daily.
Notably that takes a large investment. The daily giveaway costs them upwards of $700 (retail), annually that's over $250,000. Even if they could produce the products for half of that, its still a huge investment on something that is only accessible online. Additionally they have to have staff go through submitted material for daily photos and videos, and constantly update these pages.

GoPro CameraThis large investment is only sustainable if its paying off. Which, undoubtedly it is. The daily giveaway used to be weekly, but with increase demand for the product and increased sales, giving away a GoPro might actually be the best way to encourage someone else to buy it. And this is a key lesson for other companies as well. A giveaway attracts attention to a product not only online, but when the user gets it as well. When a friend sees someone watching a GoPro video, or using the camera to record some activity they will be much more likely to trust the brand, as opposed to doing the additional research on GoPro's competitors, despite price or any slight differences in features. The constant barrage of content only intensifies the likelihood that someone sees GoPro content instead of a competitors.

But the return on investment does not stop there. By securing the number one sport for not only major searches, but also for more specific ones such as "Helmet Sport Camera" and "Surfing HD Camera" consumers are more likely to not only trust their brand on that alone, but also click on their website.

Inevitably one would say, that they can only do all of this because they have an incredible product, a product that can go viral, or that they captured the market first. And while these are important considerations, they do not explain why other camera companies fail to do the same thing. While there is an increase in attempts to do so Nikon's page is filled with cool photos from its various cameras, but drastically less user engagement. Contour, one of GoPro's main competitors, has one daily post on Facebook, no giveaway, far fewer tweets on Twitter, no Instagram, and a shadow of GoPro's YouTube page. As a result, far less engagement, less opportunities for potential customers to hear about the product, and an impression that content made with the Contour isn't really worth sharing.

Marketing Competition with AMD and IntelThese notes can be applied to almost any market. Looking at the computer chips market, Intel has a much more complete and professional online presence than its top competitor AMD (which there is likely little coincidence that you probably haven't heard of). Even Intel offers online giveaways and models what you can do with their products online, gathering an impressive 18,000,000 likes, compared to AMD's pitiful 1,200,000.

Any market can access and create awesome content worth sharing, which is at the heart of online and social media marketing. Giving people reason to produce links to your web pages and providing an awesome online environment means higher search rankings, increased trust, and more customers. Failing to do this just means missing out on some slice of the market's metaphorical pie, and boy does that pie taste good.

GoPro Pages:
Facebook
Twitter
Instigram
YouTube
Website

Tuesday, March 12, 2013

Online Marketing with the UCSD Sailing Team

Picture of the UCSD Sailing Team's Facebook PageIn the last post (from mid-February) about the sailing team I mentioned that social media and other online marketing media is used to promote the sailing team.  The sites strive to make people aware of the existence of the team and to connect people to it.  Since then there has been a continuation of pursuing those goals, with a few interesting results, and a decline in both views and engagement of the content.

Overall there has been a decrease in the number of people the Facebook page reaches, however there is only a very slight loss in the number of people who are engaging in the content.  Both of the twitter accounts have gained a slightly larger audience, but not a substantial one.  This has all occurred over the busiest part of the sailing season, correlated with an increase in the number of posts on the pages by myself and other admin.

Graph of declining engagement on Facebook
Since the last post there has been only 4 additional page likes, a drop on the total reach from over 2,000 people to hovering between 500 and 700, and a decline from the peak of over 120 people talking about the team page and content, to just 20 - 40 people engaging with the page.  On Twitter there has yet to be any sort of activity by external users, be it re-tweeting or making a post a favorite.

So what happened?  Mostly, there has been a failure to create content worth sharing.  While the quantity of engagement with the page is comparable to the type of engagement that was going on when the page was reaching well over 1,000 people, the types of engagement has been of lower quality.  Since the last post there have been no shares of content and only a handful of comments.  Instead, the content is only being liked by more people.  However, as my other research has confirmed, a "like" isn't as valuable!

UCSD Sailing Team Sails Fast
I believe there are a couple of reasons the explain why the page's content has become less worthy of shares and comments.  The first is that in the time period that the last post covered the sailing team had hosted a regatta involving lots of alumni, and that included an awesome fundraiser to help fight cancer.  Further we had also entered into a design competition that attracted a fair amount of attention (and which we got runner-up in!).  These events were more meaningful to the UCSD Sailing Community and hence generated more valuable engagement.  Since then the posts have covered the team's results and pictures of the team sailing and socializing.  While interesting and "likable", this content is not worthy of much other engagement.  The second reason I believe that the page has gotten less valuable attention is due to a loss of the viral factor.  In the social media world, winners win.  Once content gets a chunk of attention it shows up in multiple people's news feeds and elsewhere online.  This creates an upward spiral of attention which the team experienced in early February.  Since then the only significant virility the team has seen was due to a cool picture which got nearly 20 likes (see above).

What does this mean going forward? I believe that the current decline will be part of a natural cycle of activity, hopefully building an upward trend in activity.  The page will not constantly have shareable content, as a club sports team we are not designed to invest that sort of energy or resources into the online content.  However, with other exciting events, such as our Pacific Coast Championships coming up, I expect similar results to what was seen in late January and early February.  I also hope to have a contest later on in the year to generate additional interest and awareness of the team that will require sharing of content and add followers on twitter.

Then again, when our page has more activity than the number 1 ranked team in the country (Georgetown Sailing), I guess that's something to be proud of.

Please take the time to comment, I would love some feedback!

And check us out online!
UCSD Sailing Facebook Page
UCSD Sailing Twitter Page
Zombie Sailing Twitter Page