Tag Archives: mms

Mobile Users Enable Local Discovery via Apps

Whether you are a fan of Google, or Yelp, local search is a focus for both businesses and mobile users.

Enter MeeLocal, just released to iTunes on March 15, 2013.

A new entrant to the local discovery market, MeeLocal allows users to create and curate lists through images, hashtags and geo-tagged content.

“Local is one thing. HyperLocal is another,” said Stephen Danelian, founder of MeeLocal. “We live our lives through discovery and sharing. Making a way to enable that in a simple yet powerful way is what we are focused on.” Continue reading

Make Me Social brings together memorabilia and mobile for an interactive experience

The great thing about working in an industry as dynamic as social media is that it enables us to connect incredible brands, and create something really special.

One of the recent connections that we made brought together two companies: Keepr™ Media and Enthuse.

Keepr™ Media uses a proprietary technology platform to deliver dynamic, rich, media in the form of a collectible, called KEEPR. The product connects via USB to any Windows computer to deliver a one-of-a-kind memorabilia experience. The KEEPR enables consumers to engage with their favorite teams, players and stars over the internet to access exclusive content and any other rewards and benefits the content owner wishes to deliver. KEEPRs can be purchased online at keeprmedia.com. Continue reading

Social Media ROI Calculator Q & A

By now, you’ve probably heard all about our ground breaking Social Media ROI formula that allows businesses to accurately calculate the Return on Investment of their social media efforts. If you haven’t heard about it yet, you’re in luck – we’re hosting another webinar on the topic (and at the time of this posting, there are still a handful of open registration spots left). So go sign up and then come back to finish reading this 100% all-natural, hand-crafted blog!

Over the course of our first few webinars on this topic, we have been getting some great questions from the audience. Some of the questions dealt with the application of the formula to specific industries, while others were a bit more broad in scope. Below you will find a compilation of some of the more general questions. Hopefully this will help you gain a deeper understanding of how the #MMSROI formula allows us to benchmark campaigns and create stronger, focused, and measured social media strategies.

Q1:
How well do these formulas scale down for companies that are just getting started and have few followers and little posting activity?

A1:
There’s always a page out there starting with a fan base of zero, and sometimes pages at 50,000 plus fans are really starting from the same place. Either way, it’s important to look at industry averages when you choose the level of response and activity that you want to achieve over time, and set clear goals.

If you think of the social media campaign like any other startup or initial investment, you’re going to spend more than you make upfront. Over time, as you build it up, you will start to achieve your ROI. At Make Me Social, we take snapshots on a monthly basis in order to track activity, but look for quarterly and long term trends to determine the true ROI. Anyone can have an up or down month and the key is to learn from that month and identify why the impressions and engagement numbers were low or high, and then make the necessary adjustments based on the results of that analysis to keep the social funnel healthy.

You can look at your spend over time and say that based on industry averages, here is what you should expect given your efforts over that time period, and then start feeding that against the results from your channels.

Q2:
Where do these numbers come from and how difficult are they to track?

A2:
This comes back to utilizing the standard industry platforms and measurement management tools that exist. We, as an agency, have a battery of them that we pick-and-choose from, based on the goals of the client. The tools range in scope from the simplicity of Hootsuite all the way up to the level of depth that you get from the page through Buddy Media. The technology and the leaps being made inside of the platforms help you gather the data needed to calculate some of these numbers. With Facebook, the Insights Analytic tool continues to improve and provide some very specific data points. So today, I can log into Facebook, and Insights will give a fairly deep view of the existing fan base, the number of post impressions, and some of the basic counts and information necessary to help me calculate my returns. The magic happens when you make the commitment to put the energy and effort into pulling the data and running it through the formula.

Our formula corresponds a click, share, retweet, or any other clickable engagement to a social post, similar to the engagement or interaction that takes place when someone clicks on a Pay Per Click (PPC) ad. As such, we place a value on the social interaction equal to the cost of a Pay Per Click ad. Make Me Social has done a significant amount of research online and in meetings with media buyers to determine the value several different industries are paying for PPC ads. The average online PPC rate depends on the size of a business as well as what industry the business is in, so you can see a range from $2.85 all the way up to $10. If you’re a smaller business, chances are that you’re not spending the $10, you’re spending the $2.85. A larger business is more likely to spend the $10. For simplicity across the board, a business may just want to use the average industry rate. It’s important to understand what you would be paying for each click given your business’s size and industry.

To learn more about the PPC rate that you should be using, call 904-824-8830 or email info@makemesocial.net to schedule a free consultation.

Q3:
Do employees who “like” a company’s page make it harder to calculate the ROI?

A3:
We don’t think so. Employees engaging on the platform factor into the formula, many of them may be some of the most engaged people on the page, especially early on. We relate this back to traditional media: if an employee of GM sees a television ad for GM, they still have the same opportunity to have an experience, engage with the brand, and more importantly, share the experience with others. So while the employee network may be interjected into overall return, it is still important because they represent the low hanging fruit, your referral base network, and an opportunity to engage with an audience that’s interested in seeing the brand expand. An engagement has value regardless of the “clicker.” There are different qualifications, factors, and weights that can be added in to the calculation to make adjustments to the overall value, but there is still value in every click.

If you’re still not sure, it’s good to engage Human Resources for their thoughts. HR knows that an engaged employee is more likely to stay employed and/or be more engaged in their job as well.

Q4:
Is it more important to increase awareness first or to focus on growing engagement on social channels?

A4:
From an ROI standpoint, the more you can engage people the better you’ll be.  But it needs to start with awareness. We use the Cost Per Thousand (CPM) to calculate awareness in the #MMSROI formula, and CPM is a pretty standard number across the board. What it comes down to is that because the PPC rate is valued at more than an impression, you can see that increasing engagement will give you more bang for your buck.

Platforms reward you for engagement, which can help you increase your return over time. If you make a post to Facebook and no one engages with it, over time Facebook will start to show your posts less and less in the Newsfeed. This will make impressions go down, and impressions are a vital component to a successful campaign. It is important to get really clear, strong messaging out the door to build engagement so that, over time, you can build a case for the platform to show your messaging, share your information, and let the network work for you. So engagement becomes a key component of the ROI calculation.

Four questions and answers are not going to be enough to give you a total understanding of the #MMSROI formula, so be sure to join us for a full explanation this Tuesday, July 26th at 2 PM EDT. If you have any specific questions, post them in the comments below.

See you tomorrow!  

___________________________________________________________

When she’s not working as a marketing manager for Make Me Social, Mandi Frishman gets her adrenaline pumping by watching turtle races. During her time studying at The University of Florida, Mandi became convinced in the power of learning through play. She has since committed herself to playing (and learning) all day, every day.

Social Media ROI Calculator Q & A

By now, you’ve probably heard all about our ground breaking Social Media ROI formula that allows businesses to accurately calculate the Return on Investment of their social media efforts. If you haven’t heard about it yet, you’re in luck – we’re hosting another webinar on the topic (and at the time of this posting, there are still a handful of open registration spots left). So go sign up and then come back to finish reading this 100% all-natural, hand-crafted blog!

Over the course of our first few webinars on this topic, we have been getting some great questions from the audience. Some of the questions dealt with the application of the formula to specific industries, while others were a bit more broad in scope. Below you will find a compilation of some of the more general questions. Hopefully this will help you gain a deeper understanding of how the #MMSROI formula allows us to benchmark campaigns and create stronger, focused, and measured social media strategies.

Q1:
How well do these formulas scale down for companies that are just getting started and have few followers and little posting activity?

A1:
There’s always a page out there starting with a fan base of zero, and sometimes pages at 50,000 plus fans are really starting from the same place. Either way, it’s important to look at industry averages when you choose the level of response and activity that you want to achieve over time, and set clear goals.

If you think of the social media campaign like any other startup or initial investment, you’re going to spend more than you make upfront. Over time, as you build it up, you will start to achieve your ROI. At Make Me Social, we take snapshots on a monthly basis in order to track activity, but look for quarterly and long term trends to determine the true ROI. Anyone can have an up or down month and the key is to learn from that month and identify why the impressions and engagement numbers were low or high, and then make the necessary adjustments based on the results of that analysis to keep the social funnel healthy.

You can look at your spend over time and say that based on industry averages, here is what you should expect given your efforts over that time period, and then start feeding that against the results from your channels.

Q2:
Where do these numbers come from and how difficult are they to track?

A2:
This comes back to utilizing the standard industry platforms and measurement management tools that exist. We, as an agency, have a battery of them that we pick-and-choose from, based on the goals of the client. The tools range in scope from the simplicity of Hootsuite all the way up to the level of depth that you get from the page through Buddy Media. The technology and the leaps being made inside of the platforms help you gather the data needed to calculate some of these numbers. With Facebook, the Insights Analytic tool continues to improve and provide some very specific data points. So today, I can log into Facebook, and Insights will give a fairly deep view of the existing fan base, the number of post impressions, and some of the basic counts and information necessary to help me calculate my returns. The magic happens when you make the commitment to put the energy and effort into pulling the data and running it through the formula.

Our formula corresponds a click, share, retweet, or any other clickable engagement to a social post, similar to the engagement or interaction that takes place when someone clicks on a Pay Per Click (PPC) ad. As such, we place a value on the social interaction equal to the cost of a Pay Per Click ad. Make Me Social has done a significant amount of research online and in meetings with media buyers to determine the value several different industries are paying for PPC ads. The average online PPC rate depends on the size of a business as well as what industry the business is in, so you can see a range from $2.85 all the way up to $10. If you’re a smaller business, chances are that you’re not spending the $10, you’re spending the $2.85. A larger business is more likely to spend the $10. For simplicity across the board, a business may just want to use the average industry rate. It’s important to understand what you would be paying for each click given your business’s size and industry.

To learn more about the PPC rate that you should be using, call 904-824-8830 or email info@makemesocial.net to schedule a free consultation.

Q3:
Do employees who “like” a company’s page make it harder to calculate the ROI?

A3:
We don’t think so. Employees engaging on the platform factor into the formula, many of them may be some of the most engaged people on the page, especially early on. We relate this back to traditional media: if an employee of GM sees a television ad for GM, they still have the same opportunity to have an experience, engage with the brand, and more importantly, share the experience with others. So while the employee network may be interjected into overall return, it is still important because they represent the low hanging fruit, your referral base network, and an opportunity to engage with an audience that’s interested in seeing the brand expand. An engagement has value regardless of the “clicker.” There are different qualifications, factors, and weights that can be added in to the calculation to make adjustments to the overall value, but there is still value in every click.

If you’re still not sure, it’s good to engage Human Resources for their thoughts. HR knows that an engaged employee is more likely to stay employed and/or be more engaged in their job as well.

Q4:
Is it more important to increase awareness first or to focus on growing engagement on social channels?

A4:
From an ROI standpoint, the more you can engage people the better you’ll be.  But it needs to start with awareness. We use the Cost Per Thousand (CPM) to calculate awareness in the #MMSROI formula, and CPM is a pretty standard number across the board. What it comes down to is that because the PPC rate is valued at more than an impression, you can see that increasing engagement will give you more bang for your buck.

Platforms reward you for engagement, which can help you increase your return over time. If you make a post to Facebook and no one engages with it, over time Facebook will start to show your posts less and less in the Newsfeed. This will make impressions go down, and impressions are a vital component to a successful campaign. It is important to get really clear, strong messaging out the door to build engagement so that, over time, you can build a case for the platform to show your messaging, share your information, and let the network work for you. So engagement becomes a key component of the ROI calculation.

Four questions and answers are not going to be enough to give you a total understanding of the #MMSROI formula, so be sure to join us for a full explanation this Tuesday, July 26th at 2 PM EDT. If you have any specific questions, post them in the comments below.

See you tomorrow!  

___________________________________________________________

When she’s not working as a marketing manager for Make Me Social, Mandi Frishman gets her adrenaline pumping by watching turtle races. During her time studying at The University of Florida, Mandi became convinced in the power of learning through play. She has since committed herself to playing (and learning) all day, every day.

The Social Media Conundrum: What is a “Twittership”?

No, not “Tweetership”, I said “Twittership”. Now, I know most of you are probably thinking this is some cool new dating service, or possibly one of our best on the Atlantis, well sorry to crush your dreams all you hopeful lovers! Actually, this word really doesn’t exist in a formal sense.

This message is intended for all you soon to be college students (and parents, too). It’s not time to go back to school quite yet, but as some of you are sitting at home this summer or working endless hours at the mall (or working endless hours on your social networking) looking for ways to pay for your college education, I have come across several “Twitterships”, (a real scholarship and all you have to do is use Twitter).

Can you come up with 140-character tweets? If so, you may be able to help cover some or all of your college tuition. For example:

  • The University of Iowa is offering a full $37,000 scholarship to the MBA program as part of the application process for the person with the best 140-charcter tweet by July 28th.
  • Scholarship.com is running a “Short & Tweet” campaign worth $1,000 to the winner by July 31st.
  • CollegeScholarships.org gave out an award for $1,400 for the best tweet highlighting how to use Twitter to improve the world.
  • In November 2010, KFC and the Colonel gave out a $20,000 scholarship for tweeting why you deserve a scholarship.

So what’s the conundrum? Show me the money? Not really. The question I really wanted to address is get to the point! Electronic and social media communication is about being timely and relevant, so get to the point … quickly. We need to feed our readers with straight-to-the-point information before it is lost. The end-users feed will only display your message for so long before new and more relevant info gets pulled in. You only have so long for someone to react or interact before they forget, lose interest or do not see your message anymore. Even universities are not ignoring the fact that writing styles and communication patterns are evolving and the typical 1,000-word essay may be a day of the past.

Leave me your best 140-character tweet in the comments section below or on our Twitter page with @srcommando on why you think Twitter can improve the world.

Until next time, keep it short.

______________________________________________________________

Stephen Command is an Account Manager for Make Me Social, a social media agency that develops customized social media strategies for businesses.

The Social Media Conundrum: What is a “Twittership”?

No, not “Tweetership”, I said “Twittership”. Now, I know most of you are probably thinking this is some cool new dating service, or possibly one of our best on the Atlantis, well sorry to crush your dreams all you hopeful lovers! Actually, this word really doesn’t exist in a formal sense.

This message is intended for all you soon to be college students (and parents, too). It’s not time to go back to school quite yet, but as some of you are sitting at home this summer or working endless hours at the mall (or working endless hours on your social networking) looking for ways to pay for your college education, I have come across several “Twitterships”, (a real scholarship and all you have to do is use Twitter).

Can you come up with 140-character tweets? If so, you may be able to help cover some or all of your college tuition. For example:

  • The University of Iowa is offering a full $37,000 scholarship to the MBA program as part of the application process for the person with the best 140-charcter tweet by July 28th.
  • Scholarship.com is running a “Short & Tweet” campaign worth $1,000 to the winner by July 31st.
  • CollegeScholarships.org gave out an award for $1,400 for the best tweet highlighting how to use Twitter to improve the world.
  • In November 2010, KFC and the Colonel gave out a $20,000 scholarship for tweeting why you deserve a scholarship.

So what’s the conundrum? Show me the money? Not really. The question I really wanted to address is get to the point! Electronic and social media communication is about being timely and relevant, so get to the point … quickly. We need to feed our readers with straight-to-the-point information before it is lost. The end-users feed will only display your message for so long before new and more relevant info gets pulled in. You only have so long for someone to react or interact before they forget, lose interest or do not see your message anymore. Even universities are not ignoring the fact that writing styles and communication patterns are evolving and the typical 1,000-word essay may be a day of the past.

Leave me your best 140-character tweet in the comments section below or on our Twitter page with @srcommando on why you think Twitter can improve the world.

Until next time, keep it short.

______________________________________________________________

Stephen Command is an Account Manager for Make Me Social, a social media agency that develops customized social media strategies for businesses.

Formula for Success: Social Media ROI Calculation

Talking about social media ROI is a bit like discussing the meaning of life. You spend time debating points and theories, and while you walk away from the conversation feeling like you’ve learned something, you have no idea what to do with the knowledge.

Regardless of whether or not you are currently calculating the ROI of your social media efforts, most social media experts agree that your plan should align with the overall goals of your company. Across the industry, people are calculating ROI in many different ways. Some do it by examining the general sentiment expressed about their brand; others do it by looking at how many Twitter and Facebook coupons are being used by customers. Neither of these completely reflect the total social ROI. That is why we worked to develop a philosophy and formula that is so simple – yet so complete – that it can fit any business goals or desires.

In How To Calculate the ROI of Social Media, I mentioned that we have created a Social Media ROI formula that could be customized to match a company’s size and industry for a more accurate result. It starts with following the track of traditional ROI which is calculated using a standard formula that has been accepted and used across the business world for years. The Return on Investment is calculated by subtracting the cost of the investment from the gain of the investment, dividing it by the cost of investment and multiplying that by 100 for a percentage. The Social Return on Investment is calculated by subtracting the social spend from the value of the social media, dividing it by the social spend and multiplying that by 100 for a percentage.

But the BIG NEWS is in how you calculate the value of your social media efforts. Interested?  Watch and learn.

___________________________________________________________
When she’s not working as a marketing manager for Make Me Social, Mandi Frishman enjoys teasing audiences with bits and pieces of formulas. During her time studying at The University of Florida, Mandi became convinced in the power of learning through play. She has since committed herself to playing (and learning) all day, every day.