I really liked Larry Wocjiak's presentation tonight. The insight he provided from a decision maker's point of view was extremely important for this class.
On the one hand he could use his limited budget of $30,000 to buy a one month billboard ad at the exit of Ohio Street into Chicago. One month. Sure there's a lot of traffic passing by the billboard during that month, but how many will buy Yes vodka?
On the other hand, he spent less than $30,000 in three months sponsoring events, giveaways, coupons, etc. using social media tools such as Facebook, Twitter, and multiple URL's. In addition, he was able to obtain more bang for marketing buck by paying for the initial click through, but once that person shared this with their friends, the friends click throughs didn't cost him. He was able to have various field marketing events with folks tweeting, providing likes to Facebook, and scanning QR codes. Due to many Facebook profiles containing age, sex, and interest information, Yes Vodka would be able to target specific ads for a specific demographic. Information like that is valuable and the ability to target specific ads to a target audience is a marketers dream come true.Results for this marketing campaign investment? 90,000 Facebook impressions with 20,000 Facebook followers, all at a cost of less than $30,000.
Since I did field marketing early in my career, I know and understand the types of events he puts on and must say, using social media tools is an incredibley efficient way to capture and continue to engage your target audience. It's not just giving out samples and leaving them with a coupon. Yes Vodka can continually engage that captured audience with promotions and events in the future.
Larry mentioned that the ROI results are n't definitive in social media, but he made an excellent point., the billboard can't prove ROI results either.
I really liked how Larry handled this and stays involved in the social media tools his company uses. This validates everything we read in class thus far. That the social media tools a company uses is successful when the company's decision makers and managers are involved.
Thursday, August 16, 2012
Not sure what to do.
Due to my computer/mic issue, I wasn't able to participate in the Hangout with Margaret and Jeb. They really wanted to obtain the bonus points for using Hangouts, which is understandable. However, not only was I missing from the presentation, but the voice quality was not the best. This concerned me, but not them. I suggested to just post the script and wrote it out, but they insisted it would be okay. I'm still not convinced. Well, it's a team project and I've been outnumbered. Still....
Wednesday, August 15, 2012
Computers!
Last night I tried to participate in the Hangout session with my group. I set up my computer with headphones and mic, and waited for the invite. When the invite came through, to my horror, the mic did not work. So I quickly switched to my netbook to log in. For some reason, the netbook, which I had set up with Internet Explorer, wouldn't recognize the Hangout invite. I tried switching back to the regular computer, set up with Mozilla Firefox, to see if the mic would work if I played with it.
Nope, nothing. I switched back to the netbook to see if setting up with Firefox would help, but it was taking too long and I had become impatient and a little panicked, so I switched back to the regular computer and tried to email both Margaret and Jeb to describe my problem. They were already in the midst of the presentation, so it was too late. I felt badly that I was letting them down. They did a fine job, but there was a little weakness in the voice quality on Jeb's part of the presentation.
I did get a replacement mic, but it's too late now. Who knew my mic would die the day I needed it most.
Nope, nothing. I switched back to the netbook to see if setting up with Firefox would help, but it was taking too long and I had become impatient and a little panicked, so I switched back to the regular computer and tried to email both Margaret and Jeb to describe my problem. They were already in the midst of the presentation, so it was too late. I felt badly that I was letting them down. They did a fine job, but there was a little weakness in the voice quality on Jeb's part of the presentation.
I did get a replacement mic, but it's too late now. Who knew my mic would die the day I needed it most.
Saturday, August 11, 2012
The blog I followed
Dan Zarella titled himself the social media scientist. Yet in his latest blog he ran a metric on popup success on himself. That is so far away from any scientific methods that I almost laughed out loud. How can anyone run a metric on himself, on a population of one, and then say that it is representative of all populations? I stopped following his blog because it lacks credibility and I don't have time to waste. There are so many more informative blogs out there.
A classmate pointed us to Lori Taylor's Social Caffeine. I'm liking it already. She has loads of great articles that will take some time to read through, and she is credible.
A classmate pointed us to Lori Taylor's Social Caffeine. I'm liking it already. She has loads of great articles that will take some time to read through, and she is credible.
Presume status
Presentations are time consuming, I know that from experience. So far, I'm not sure what the advantage of using Presume or Slide Rocket is compared to Slideshare. I still don't like Prezi.
I wanted to create a Presume for my career collateral to put on LinkedIn, but this is cumbersome and I'm not sure I will stick with it. We'll see.
I wanted to create a Presume for my career collateral to put on LinkedIn, but this is cumbersome and I'm not sure I will stick with it. We'll see.
Make it so
We're nearly done. I wrote up the strategy, tools, techniques, and timeline section. It probably needs another set of eyes to proof read it so I posted it yesterday in Dropbox. By the way, I love Dropbox. When managing virtual projects for non-profits, who don't have funds for collaboration tools, I often used Yahoo Groups. It was okay, not always trustworthy for sending out notices or posting quickly, but it was better than having a thousand emails to scan through.
I will recommend Dropbox for future collaboration projects, whether it is for team projects in class, or volunteer projects for non-profits. It has got to be the handiest, quickest way to share information. Diigo is definitely handy for keeping track of the numerous articles and blogs I follow. I would bookmark my favorites, but when my computer died or something happened, I could no longer access them. Sure, I don't visit everything, but I do have loads of ideas that I researched and would like to quickly access. I tried Delicious a while ago and found it useless. I'll try most things, but if it isn't quick and easy to learn, and if it isn't quick to implement, forget it. I don't have time to decipher a new way of doing something... make it quick and easy to implement and make sure it's convenient.
Back to the project. We will meet up tomorrow on Hangouts and discuss anything missing or that needs refinement before we submit.
Though the owner bailed out on implementing the social media strategy, I learned quite a lot about social media planning through this project. Already I have plans for the Chicago Japanese Historical Society, for whom I sit on the board. They have a great social media person, but she could use some help. Since I crafted the timeline calendar, reference, and campaign worksheets for Primrose Hill, I can easily change it to be used for their purposes and whatever social media tools they use and plan to use. The workbook on strategy was incredibly useful. Though at times it was repetitive, it guided me through out the process to create the framework. I really like that article. The other ones were very good too, but due to the time limit, I relied on the strategy workbook more.
I will recommend Dropbox for future collaboration projects, whether it is for team projects in class, or volunteer projects for non-profits. It has got to be the handiest, quickest way to share information. Diigo is definitely handy for keeping track of the numerous articles and blogs I follow. I would bookmark my favorites, but when my computer died or something happened, I could no longer access them. Sure, I don't visit everything, but I do have loads of ideas that I researched and would like to quickly access. I tried Delicious a while ago and found it useless. I'll try most things, but if it isn't quick and easy to learn, and if it isn't quick to implement, forget it. I don't have time to decipher a new way of doing something... make it quick and easy to implement and make sure it's convenient.
Back to the project. We will meet up tomorrow on Hangouts and discuss anything missing or that needs refinement before we submit.
Though the owner bailed out on implementing the social media strategy, I learned quite a lot about social media planning through this project. Already I have plans for the Chicago Japanese Historical Society, for whom I sit on the board. They have a great social media person, but she could use some help. Since I crafted the timeline calendar, reference, and campaign worksheets for Primrose Hill, I can easily change it to be used for their purposes and whatever social media tools they use and plan to use. The workbook on strategy was incredibly useful. Though at times it was repetitive, it guided me through out the process to create the framework. I really like that article. The other ones were very good too, but due to the time limit, I relied on the strategy workbook more.
Monday, August 6, 2012
Teamwork - project bump
Over the weekend I created a project plan and calendar and sent it to Margaret and Jeb to edit. I'm very happy with the plan and the calendar, it puts a good framework around this initiative. The calendar is somethign I always create for projects so that I have something to monitor, track and control. The strategy plan was a very helpful exercise for this project. Since PrimRose Hill is at the very beginning of their startup phase, defining the audience, activities, etc. was extremely important. It took a little thought and conjecture, but it's definitely an exercise anyone who is putting together a campaign would need to do.
I'm reusing the calendar I developed for my KitschnChic business that I hope to get off the ground. Twitter for KitschnChic is doing pretty good, but I have been neglecting it recently. I haven't started a Facebook page or Pinterest yet for it, but I do have one for myself. I'll go through the strategy and planning workbook for KitschnChic, and then use my calendar to plan out a year's worth of social media activity.
This is the part of projects I like, seeing something come together from nothing.
Stuart, the owner of Primrose Hill is being ambivalent about when and if he wants to start selling blankets. It's a bit upsetting but I told Margaret not to worry. We can still put together a robust campaign and program for him. We'll be without a before and after report, but we can definitely put together a strong program. Yes, it's a bit disappointing, but we have to do what we have to do.
I'm reusing the calendar I developed for my KitschnChic business that I hope to get off the ground. Twitter for KitschnChic is doing pretty good, but I have been neglecting it recently. I haven't started a Facebook page or Pinterest yet for it, but I do have one for myself. I'll go through the strategy and planning workbook for KitschnChic, and then use my calendar to plan out a year's worth of social media activity.
This is the part of projects I like, seeing something come together from nothing.
Stuart, the owner of Primrose Hill is being ambivalent about when and if he wants to start selling blankets. It's a bit upsetting but I told Margaret not to worry. We can still put together a robust campaign and program for him. We'll be without a before and after report, but we can definitely put together a strong program. Yes, it's a bit disappointing, but we have to do what we have to do.
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