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This Week in Social Analytics #20

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Welcome back to This Week in Social Analytics, our ongoing summary of some of our favorite posts from the past week in the world of measurement, analytics and social media. Enjoy!

Best Social Media Metrics: Conversation, Amplification, Applause, Economic Value
Avinash Kaushik proposes a framework for measuring social media using four distinct metrics, independent of the social channel being used. These include: conversation rate, amplification rate, applause rate, and economic value.

Do Your Analytics Cheat the Truth?
Michael Schrage at the Harvard Business Review warns that executives should be careful of analytics presented in a way purely to generate influence and win arguments rather than to generate insight. When using analytics to gain understanding of the dynamics of a business, make sure you understand the data “outliers” – and make sure analysts present the full picture that the data tell.

The Hidden Costs Of Social Media
Ron Shevlin discusses how with social media, the incremental cost of communicating with customers and prospects is zero. This has changed the way ROI is measured with new media as costs have shifted from message distribution to message creation and understanding which messages are most effective.

Social media ROI: It’s not about immediate results
Cheri Macale at The Next Web, summarizing Gary Vaynerchuk, describes measuring the ROI of social media as more like trying to measure the ROI of your Mom. Results are not immediate, and social media should be used to generate quality leads, engage with customers, and create the voice of the brand.

A pitch for PR to focus more on owned media
Deirdre Breakenridge writes about how PR professionals shouldn’t only focus on securing earned media. New content is getting added to a brand’s owned media arsenal every day. By working with all of a brand’s content, PR pros can help their clients tell an even broader story.

Written by Dean Cruse

October 14th, 2011 at 11:08 am

TweetReach case study: Exposed PR’s IKEA Capture the Catalog tournament

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Recently, TweetReach customer Exposed PR, along with C&I Studios, ran a very creative promotion with their client IKEA. We love to highlight interesting – and successful – PR campaigns, so read on for more about this cool promotion.

In July, Exposed PR and C&I Studios teamed up with IKEA to organize an in-store scavenger hunt with an online twist. Called Capture the Catalog, this promotion pitted 11 teams against each other in a scavenger hunt at the IKEA store in Sunrise, Florida, just outside Fort Lauderdale. Teams competed to complete a set of tasks in the store, and tweeted about their achievements as they went, trying to get as many retweets as possible. The teams were competing to see who could generate the most impressions on Twitter in 90 minutes. Exposed PR used TweetReach to track these tweets and measure each team’s impressions. They generated more than 8 million impressions in just an hour and half, reaching more than 700,000 unique Twitter accounts!

We talked to Sara Shake of Exposed PR, one of the creators of this promotion, to understand more about where this clever idea came from and how everything went.

First, tell us a little about the IKEA Capture the Catalog Tournament. What was the goal of this promotion?

The goal of the Ikea promotion was to launch their 2012 Catalog. As a company, Ikea has a few different times throughout the year that are extremely important, and their catalog launch is the biggest. We wanted a creative way to get the word out that didn’t include the typical Media Day festivities that they had done in the past.

How did you come up with the idea for this promotion?

I share my office with a company called C&I Studios. It’s not unusual for us at the end of the day to start speaking in terms of “What If.” Once we’ve completed all the work for the day, we always try to spend sometime just brainstorming without the limitations of the clients that we currently service. We don’t think about location or budget, we just bounce ideas until something sticks. We call these ideas our 5 O’Clock Miracles.

This idea came largely from my frequent frustration with traditional media… We (Joshua Miller from C&I Studios and I) thought there has to be a better way to get the word out, without the help of traditional media. Then we thought about how competition drives people. The original concept was Capture the Flag (which is where Capture the Catalog came from), but it evolved into a scavenger hunt. We knew we needed a forward-thinking brand to latch onto the idea…and this was just about the time that you started hearing about Ikea letting the cats loose in Sweden. We said “We need a brand like Ikea!” We were lucky enough to have one in the neighborhood, so we just called.

How did you decide who won?

The first-place winner was the team with the highest number of impressions of their unique hash tag during the 90-minute scavenger hunt.

What role did TweetReach play in this promotion?

TweetReach was instrumental in the Capture the Catalog tournament. We were able to set up a Tracker to live-track every team’s (there were 11) hashtag throughout the tournament. This way we were able to make announcements like, “So and so is in the lead with 350,000 impressions.” We also announced every time that we reached another million impressions of the combined hashtags. We took snapshot reports for each hashtag at the end of the tournament and that’s how we determined the winner.

What would you change for next time?

We would just find a way to make it bigger and better.

What went well? Was there anything you were particularly proud of?

We were really proud of the teams; they went all out. It was also an amazing experience to work with Ikea as a brand. They believed and bought into the vision, and took it to an entirely different level. From the graphics and signage they produced, to the staff that manned each clue, to the prize that they provided to our winners, it was totally refreshing to work with a brand that didn’t cut a single corner. They were exceptionally thoughtful down to the last detail.

What did IKEA think?

They loved it! In a Miami Herald article about the event, Chantal Nichtawitz, marking manager at Ikea Sunrise, said, “We were certain that the event drove traffic to the store. That Saturday we had one of the biggest Saturdays we’ve seen in over a calendar year.”

Do you have any recommendations or tips for someone running their own promotion or contest on Twitter?

The key is finding the right brand and participants.

You can follow Exposed PR, C&I Studios, and the IKEA Sunrise store on Twitter.

Written by Jenn D

September 20th, 2011 at 12:01 pm

Posted in Events,Trends

Tagged with , , , , ,

This Week in Social Analytics #4

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Hello again from This Week in Social Analytics, our ongoing summary of some of our favorite posts from this week in the world of measurement, analytics and social media. Enjoy!

How Social Media Is Changing Paid, Earned & Owned Media
Social media has blurred the lines between the traditional definitions of paid, owned and earned media, forcing agencies to re-look at how they manage, integrate and measure all three for their clients.

How Do You Prioritise Social Media Metrics?
As marketers create and implement social media campaigns, they must determine what metrics from which social media networks are relevant to measuring success. This post discusses a model for prioritizing those various metrics into a coherent measurement strategy.

Advancing the Practice of Digital Analytics Doesn’t Involve the Word “No”
Chuck Hemann believes that while hearing “no” to new ideas from clients can be constructive, in a market as new and evolving as digital analytics, “no” can impede new ideas. Marketers need to be pushing for a “new analytics ecosystem” that is pervasive across organizational boundaries and doesn’t take “no” for an answer.

Money Matters: Rethinking ROI for Public Relations
Tim Marklein discusses an effort by the Council of PR Firms to help drive a new standard for measuring the ROI of PR. They are heading toward establishing a “Total Value” measure that would involve looking at the intangible benefits of PR on top of the traditional “money-in-money-out” measure of financial ROI.

Does Social Media Have A Return On Investment?
Despite all of the talk, do marketers really care about the ROI of their social media efforts? This post by Farhad Manjoo provides an interesting review of several big brand campaigns and the inability and relative indifference of the owners on determining explicit ROI.

Written by Dean Cruse

June 24th, 2011 at 2:43 pm