There is no question in any marketer's mind that social media has changed--probably forever--the way brands reach and engage with consumers. 

Stating an obvious fact, I know, but for all the opportunity and consternation it is causing, it is true that the notion of earned engagement--the active interaction between a consumer and a brand--throws into disarray all we have been taught about impression numbers and CPM, leaving the world of marketing scrambling to answer the questions on nearly every brand managers lips:

          What does all this social media stuff mean to me?

          What is the value?

          Are my results good? 

          How does it compare to other marketing?

These are great questions, even more so because as budgets continue to move to earned online engagement, the need to answer these questions will become even more urgent.  What this means is that we will all have to learn a new way of thinking.  Social media cannot be measured in terms of impressions, click-throughs, eye balls or any other "traditional" or transactional method.  This would discount the social nature of social media, and short-change the downstream impact earned engagement has on others within a fairly tight network.  A blogger doesn't just reach his or her audience, just as a Twitterer doesn't just reach his or her followers. It's also their followers followers that are impacted when they Re-Tweet or @sign the original author.  There is multiplicity in how people link to blog posts, re-tweet, and generally share information they find of interest, which, of course, is where the value lies. 

But how do you measure this value?

There are a number of great tools to measure the level of online conversation.   And there are a lot of companies that have a perspective of how to best measure the impact social media has on a brand's performance.  However, there has not been a comprehensive way to evaluate the impact a brand is having in earned social media channels.  In other words, how are people talking about a brand?  Where is it occurring?  What are they saying?  And, is the brand--and its competitors--impacting the conversation in a positive way? (and I use "conversation" very loosely in this context). 

In the coming weeks, Zócalo Group will be introducing a way of evaluating earned online conversations that goes a long way to answering those important--but difficult--questions we seem to hear in every conversation surrounding this space.  As with all things social media, it will evolve and change, but it helps marketers understand the value of their social media marketing programs.  And better yet, it provides insight into how to better calibrate efforts to increase effectiveness in near real time.

It's powerful stuff, so stay tuned...

 

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I received an interesting message the other day - one that made me realize that as booming as the online world is and as quickly as social media marketing tactics are catching on, there is a vast majority who still don't understand it.

A friend of mine decided to follow me on Twitter, and soon thereafter I had a message in my Facebook inbox:

"Hey Stockett. I have recently become aware that you are a Twitter expert. We are running into a few questions involving Twitter and its usefulness for generating revenue. It works for some people, apparently. Just wondering if you've got proven ways to monetize twitter."

Now , I'm fully aware at the end of the day, everyone's goal is to move product, increase sales, etc. But the big-and exciting-difference between what happens in the engaging world of Twitter and what consumers do with a stagnant advertisement is just that-it's engaging. It drives relationships. It adds personality to a brand that you can't get from a TV commercial or a magazine ad.

Since May 2008, the Twittersphere has grown over 2,000%--significantly more than any other online medium. And while we are now able to calculate the value of a recommendation (or a detraction) and the reach your brand has on Twitter and beyond, it's hard to cost out the value of being interesting...engaging...honest. I might even go so far as to say...it's priceless.

Companies, brands and executives that can truly "master" social media (something everyone strives for) and all it entails-from Facebook fan pages to their Twitter updates-will see that success spills over as loyal consumers become brand advocates and activists, taking their love and support for a brand to a whole new level.

Check out some great links on people "getting it right:"

5 Habits of Successful Executives on Twitter
40 of the Best Brand on Twitter and the People Behind Them
Finding the Right Brand Voice on Twitter  




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The music industry and the internet have had a tumultuous relationship to say the least. Ten years ago, record labels started to worry when people began sharing music with one another using networks like Napster. Artists were angry that they were losing money from record sales and began taking action against those illegally downloading music. Years later, some record labels and artists still avoid the internet, but some have embraced it and used it to their advantage.

One of my favorite groups, the Dave Matthews Band, is a prime example. Coincidentally their most recent album release is a great case study of how social media can be used to promote a new album.

DMB has always recognized the power of word of mouth. Much, if not all of their tremendous success and 18 years together has come from organic sharing and conversation about their music. When they started touring in the mid 90's fans who saw them live began recording cassette tapes at concerts. They'd mail them to their friends across the country and those friends would then do the same. Soon enough, everyone was talking about the band's music and live performances.
 
Fast forward to 2009, cassette tapes are extinct but social media is alive and well. Let's look at the various ways the band has employed social media tools to promote their newest album, Big Whiskey and the Groo Grux.

• Pandora--the band gave people the ability to listen to the album in its entirety, for free, before its official release date.

 

• Twitter--two band members, Dave Matthews @DaveJMatthews and bassist Stefan Lessard @SLessard have accounts. Dave tweeted while the band was recording in New Orleans, sharing glimpses of the process with his 794,406 followers.

 

• Hulu--the band's page had a live stream of their concert at Beacon Theatre, which took place the night before the album release. It gave fans the opportunity to see what they are known for--performing live.

  

• Forums-- DMB forums are where both hardcore and new fans go to discuss everything DMB, and discussion boards were definitely buzzing about the new album. One forum, Antsmarching.org has a Twitter account that shares news and updates (@antsmarching) and also does live tweets (@dmblive) during concerts, sharing set lists in real time with those that can't be at every show.

 

• Facebook, MySpace & YouTube--the bands official Facebook page shares news and photos. Two band members have MySpace pages, letting fans interact one on one.  The YouTube channel has videos of live performances and music videos.

 
Big Whiskey and the Groo Grux King debuted at number one on Billboard 200 and sold 424,000 records in its first week.Hopefully other artists will take notice and realize that the music and the internet can work hand in hand to create organic word of mouth, resulting in impressive record sales.  



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It's funny how times change - over 20 years ago, when I was much younger, major news outlets kept the country updated on the then-current hostage crisis in Iran. Even if someone didn't want to watch, it was hard to escape, as the story had implications not only for our country, but for the world.

It seemed almost unthinkable that a major news outlet would ever ignore such a story, or have anybody but professional reporters out covering the topic. "Citizen journalism," as we've come to call it, had yet to gain traction in popularity.

However, after riots broke out in Tehran after its recent elections, social media such as YouTube, Flickr, and other outlets became the leader in providing information on ongoing events. American news outlets like CNN became second tier news. In fact, several Twitter users created the #CNNfail hashtag to discuss how CNN had failed to cover the elections, and in response, CNN claimed to cover more of the election than any other news source. The battle between social media and major news channels has become uncomfortably visible.


It would be easy to make the argument that social media is changing the face of journalism, and people are increasingly using these tools to become "citizen journalists"...but more importantly, social media is providing open channels of information. Although major news outlets may provide context, social media is enabling individuals to seek out information on their own and empowering them to provide their own context. People are no longer just accepting information - they're seeking it out and contextualizing it themselves. This has a huge impact on the vitality of official 'news' stations and newspapers around the world, altering not only how we see and understand current events, but also shifting the paradigm of who has the final authority.

From tracking the election to preparing against propaganda, social media is becoming a more accessible way to access the stories we care about. Perhaps it's moving so quickly that major news outlets are struggling to catch up. (In fact, CNN has wisely begun integrating "citizen journalism" into a relatively new Twitter feed). Regardless, real-time news from everyday people is gaining popularity and eroding the need for news to be 'official.'

What will happen to traditional news outlets and how they choose to channel and integrate information is sure to be an interesting story to follow in itself. What will we gain by trusting one over the other? What will we lose? One thing's for sure though- in these tumultuous times, the whole world is watching.



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The dulcet tones of the legendary C + C Music Factory are the inspiration for this post.  Cue "Everybody Dance Now" in the background as we take on the two questions that can, without fail, right now, make the majority of Brand Managers out there sweat:

Question #1:  Do you know how your brand is being talked about right now, who's talking, and what they're saying (good and bad)?

Question #2:  If your CEO decided to pop into your office this afternoon and ask, "What's our social media strategy for the brand," what would you say? Really?

Fair questions, to be sure, but in our work we've run across fewer Brand Managers than we care to admit who have answers to these questions - clear, complete, and ready-at-hand.  

But help is on the way.  More and more, Brand Managers are recognizing that if they own how a brand is marketed, they also own the result of that marketing; how a brand is talked about, recommended and either chosen or not.  This is happening, by the way, in all form and manner of companies, from big brands to newcomers, established companies and start-ups, B2B and B2C.  Brand Managers from every sector are facing the same challenges.  So how are the best and brightest responding?

First, they're stepping up to the plate to own "social media" for their brand, and for their company.  They know that "social media" is all about conversations, and those conversations have an impact on the health and vitality of their brand.  They're taking responsibility.

Second, they're embracing the notion that a "social media" strategy is an important and logical extension of their brand's overall media strategy (paid and earned), which is simply the manifestation of their brand's marketing communications plan. 

Third, they're trying things, experimenting, and learning; all in real time.  They know some of their pioneering efforts might not always hit the mark, but recognize this new world of communications requires fresh approaches and bold moves (and sometimes, thick skin.)  They're using Twitter to deliver customer service, online communities to learn about new product likes and dislikes, and scouring the message boards to listen for what consumers are really saying about their store experience, their advertising, and their company.

Finally, they're getting help.  Knowing they can't do it all by themselves, they're locking up agency partners who can help them navigate this new world.  True business partners who can tell them how their brand is being talked about, or not, right now.  And who can help them create intentional, powerful word of mouth by sharing real-time expertise and knowledge gained from helping other clients facing similar challenges.  These Brand Managers are getting better at having answers to those two aforementioned questions, and the actions they're taking today are working far better than even the best antiperspirant.

      

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Word-of-mouth isn't just about social media tactics. Conversations about brands develop through effective online and offline strategies to engage and interact with real people. This week, The Macallan Distillers Ltd. company, a distributor of one of the world's leading whiskey brands, The Macallan, did their research and hosted a successful conversation-generating event.

Macallan hosted a tweet-up tasting event, inviting Twitter users to try six of their expressions of Single Malt Scotch Whisky alongside food pairings from Chef Ed Brown of Eighty One in New York.

Held at the restaurant, guests enjoyed the tasting hosted by @LivingtheDram, Graeme Russell, Macallan's East Coast Brand Ambassador. He and attendees tweeted throughout the evening, their messages being projected onto a large wall inside the restaurant so everyone could watch the conversation in real-time.



In addition, twitter users unable to make the event in New York were invited to participate by stocking up on some of the Macallan expressions and following the tasting instruction of @LivingtheDram at home. They were able to contribute to the conversation through using the hashtag #macallan.

Resulting in more than 35 pages of Twitter updates and several blog posts from attendees, including @whiskyparty and virtual attendees like @notcot, the brand successfully extended their reach to connect influential people with the Macallan brand.


Recognition must also be given to PR organizer @elisehelene. Great job!



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New technologies appeal to each generation differently, with Generation X and Y leading the way in technical literacy. As a generation Y'er myself, computers and social networking have been an integral part of my life since childhood, making it easy to understand why my generation has become so adept at understanding the influence and impact of Web 2.0 and social media channels. What's interesting is how this space is attracting members of older generations who at one time seemed to shy away from the newest technological craze. Not only are they learning how to use the tools, but Generation X'rs and Baby Boomers are working to utilize the nuances behind using online channels to connect with others.

This brings me to my mother, a Baby Boomer. When it comes to new technologies, specifically the internet, it takes her a teensy bit longer to adapt. My sister and I haven't been able to convert her to Gmail or Hotmail instead of AOL, and I'm unsure if she even knows what online communities are. My mom is an incredibly smart woman, but when it comes to the internet, she uses it primarily to check her stocks, look up recipes and read articles that peak her interests. She found out about Facebook from Oprah, if that says anything...


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Have you ever wondered how big brands use social media to drive their business? What about engaging the people behind these leading companies in real conversations? All your questions and more will be answered at this month's BlogWell conference in San Francisco on June 23rd. Zocalo Group will be joining the excitement as a sponsor of the event, so make sure to stop by our table and introduce yourself!

In today's competitive market where organic conversation along social media channels has taken on a life of its own, it has become imperative to understand how to use Web 2.0 tools to grow business. Brands including Dell, Wells Fargo, General Mills, Pepsi and Intuit will offer first-hand accounts and advice on what it takes to successfully integrate and utilize social media in today's market. Each case study will help illustrate what it takes to create great content, engage a variety of audiences, maneuver through regulations and ethics, battle negative word of mouth or resistance from internal structures, and master the tools of the trade.

BlogWell runs from 1-5pm and is held at Mission Bay at UCSF. Presented by GasPedal and the Blog Council, it is sure to be a great afternoon. Check out the below testimonials from GasPedal's website as proof!

"The discussions were thought-provoking and inspirational. In fact, I sketched out a revised Web 2.0 marketing strategy during one of the sessions." - Jim Lein, Oracle

"The case study approach was particularly insightful and engaging and gave a comprehensive view of how social media can be leveraged as a marketing vehicle." - Marianne Salciccia, Sun Microsystems

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A bad experience made me a big fan of a restaurant last week.

Chicago is a restaurant city, so word of mouth is essential to navigating all the options.  In fact, studies show that 83% of consumers look for a recommendation from a friend, family member or expert in deciding on restaurants.  In contrast, just 1 in 3 people look to ads.

The restaurant I tried last week was the second one with the same name in Chicago owned by a highly-visible restaurateur.  I like and often recommend the original, so quickly decided to try the second location.  Unfortunately, our experience was not a good one.  The food met our expectations, but we felt invisible.  The service was non-existent.

Having often recommended the restaurant, we felt a sense of personal responsibility to at least note the problem.  As we returned home late that evening, we emailed the owner (his email was readily available on the restaurant web site) to vent a bit and explain our disappointment.

We got an immediate and genuine response from the owner apologizing, vowing to address the problem and then asking if we'd be willing to visit again and contact him directly with our thoughts.  He has since asked us to follow him on Twitter (and is following us), had a manager contact us and immediately sent gift certificates for us to use with friends on our next visit. 

All this demonstrates that he's committed enough to fixing the problem that he's given us great incentive to come back to see the improvement for ourselves - - and to tell others of our experience.

The restaurant has gotten good reviews through public relations and has built a strong brand through its marketing, but both are, frankly, just price of entry. The real breakthrough in building a relationship with me and getting me to continue to recommend - - in this example and in these times - - is the direct customer relationship now available through social media.

Truth is, we wouldn't have contacted the owner if we haven't lent our credibility to the brand by recommending it.  With recommendation comes increased responsibility.  Our industry's challenge is to find ways to encourage that responsibility and to channel it productively to build our brands and continuously deliver on consumer expectations.

My experience with this local restaurant helped to highlight some key aspects around building brand recommendation:

• Brands must give their customers true, easy access - - for good and bad.  And, they respond promptly and with sincerity

• Good brands make it right for you when things go wrong and enlist you to help them make it right for others

• The ultimate measure of consumer engagement with a brand is when the consumer feels a sense of responsibility to protect and help it in order to continue recommending it

And finally, recommendation comes from what you do right as well as how you correct what goes wrong.

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