Social Media and ROI for Steaz Organic Tea Drinks

Hello Readers,

This is the final destination on my Enterprise 2.0 blogging journey and I am pleased to say I have actually enjoyed this experience immensely and do feel I have learnt vital information to assist with my own and a company’s online presence. This week’s topic is ROI and the role that it plays in social media or more specifically:

“Your task this week is to identify and discuss an additional ROI case example on your blog. What is your view on how ROI was calculated? Did they include all the tangible and intangible benefits? What are the strengths and weaknesses of their approach?”

ROI and Social MediaImage Source: Bullet Point Branding

In simple terms, ROI (Return On Investment) means knowing the value of what you have invested (or your costs) and the value of what you have received or gotten back (your gains). The actual formula is (Gain from Investment – Cost of Investment) divided by the Cost of the Investment, which gives you the ROI percentage. So basically, having a high ROI means that you have a high amount of gains from that investment compared to the costs that you put into it. That is as simple as I can explain it, but ultimately it is a number that many Board of Directors and CEO’s are extremely interested in when it comes to budgeting and seeing the success of a campaign or activity. A recent Forbes survey revealed that for those working in social media alone, 66% of them felt pressure from their bosses to measure ROI in regards to social media activities.

The ROI case example I have selected to discuss is Steaz. It is an American company that makes organic tea soda and energy drinks and has only been in existence since 2002. Steaz and Social MediaThe case begins in 2009, when Steaz had the opportunity to sell their products in 1500 Target stores around the US, but in such a competitive market, they knew being quite an unknown brand they would need to optimise on this opportunity even though their budget was limited.

With the help of Chemistry, a marketing and PR agency, a $100K social media campaign budget was set (the organisation’s costs). As the brand’s primary target market was mothers, they researched and determined that 72% of this market found out about new products via social media and online channels, which could work to their advantage.

The results of this campaign were far greater than Steaz hoped for, originally just wanting Target to notice the new brand they had started stocking. By using social media monitoring sites like SocialMention and Viral Heat, as well as PPC, downloadable Internet Coupons, Blog and Twitter posts, and Facebook Ads, the brand had a number of ways of measuring how ‘engaging’ their campaign would be.

The Results:

  • 250,000 Internet Coupons were downloaded in 8 weeks (with a 20%+ redemption rate)
  • The brand received 3000+ new fans and followers on social media sites
  • Over 6000 blog mentions and reviews were recorded.
  • The PPC ads saw 20,000+ visits to the Steaz website.
  • A total of 30, 000, 000 impressions.
  • The Steaz brand was emptied from the shelves of Target and production had to be increased to meet the demand.
  • By December 2009 their sales were double the amount of their best month ever at over $1,000,000.

The fact that the brand used a variety of monitoring tools to be able to see tangible and intangible benefits was a very smart move. The biggest tangible benefit is obviously that production was increased as a result of their campaign and sales doubled, meaning their ROI was high. However, the brand was also interested in the intangible benefits like the promotion and word-of-mouth aspects that meant better relationships were built with their consumers.

Overall I think this was a great campaign and a good demonstration of how powerful social media can be for brand awareness and engagement with a customer to overall impact a businesses ROI. Building strong customer two-way relationships via these interactive tools, or the ‘intangible’ benefits can lead to many ‘tangible’ benefits as seen in the case, but can often be a lot harder to measure for bigger organisations or when a campaign is spread across a multitude of mediums.

While conducting my research for this topic, I found a few online ROI Social Media Calculators: ROI Calculator and Social Networking Media ROI Calculator. I am not sure I really understand how they would work for an organisation, so if anyone reading this has given them a go, I would love to hear your thoughts!

I appreciate any feedback or comments you have for me and thank you for reading through my adventures on Enterprise 2.0!

References:

Blogging and Tweeting Can Enhance A Business: BCM Partnership

Hello Readers!

Update from my previous blog post: For those of you who are interested, the dachshund (Invader), who needed adopting from the RSPCA is no longer available on their website which gives me high hopes that someone has adopted him- yay!

So after that positive note, I will get into the guts of what our task is for this week. We were required to select an organisation from the Professional Services Sector and discuss how they are using a blog, twitter or wiki to enhance their business, of course with connections to relevant value levers from the McKinsey Report that we are all familiar with now!

The organisation I have selected from the Professional Services sector is BCM Partnership. BCM is now one of Australia’s largest advertising and integrated marketing communication organisations, and are an organisation that I personally follow on their social media platforms (they have a plethora of interesting pages).

BCM PartnershipAs well as having a visually pleasing and well designed website, or at least I think so anyway, they also have an official Facebook page, Twitter page and Blog. However, while I could not find any wiki pages affiliated with BCM- it is always possible that they could use a wiki as an internal tool to assist in collaboration among different members of staff or organisational areas.

As an advertising and IMC business, BCM has to be a heavily socially active organisation to not only be able to communicate work of their clients, but also develop new business or attract customers. Twitter alone has reported having over 200 million active users, that amount of potential target markets and influence is a huge incentive for any organisation in the professional services sector.

I definitely feel that BCM are optimising on this with their twitter account and blog posts, and if they weren’t they would ultimately be lagging behind their competitors in the advertising/marketing arena, as well diminishing their chances of the types of clients they may be able to attract, such as one of their current clients, QUT. As QUT is the ‘university for the real world’, I doubt that if BCM was not engaged in up-to-date applications and marketing practices, such as those of social technologies, that QUT would have hired them (I am not saying QUT hired them just because they use twitter and blogs, so hopefully you understand what I mean).

BCM Partnership and QUT

Source: BCM Partnership Website 

Two of the value levers of social technologies that I think are particularly relevant to BCM and their blog posts and twitter feed are: using social technologies for marketing communication/ interaction and deriving customer insights.

Blogging and Twittering allows BCM to share and spread marketing communication messages (of their own and their clients) on a large scale level for relatively no cost at all, that in itself is a huge benefit. But, the two-way communication that this enables allows for people to feel involved in the conversation and contribute their thoughts and opinions. BCM interacts with their followers on twitter and in blog posts, by asking them questions, responding to queries, as well as sharing tips to the marketing/ advertising community about how to be more successful in that area. By BCM responding to people’s thoughts (even the negative ones) they are fostering some of the key affordances of social technology such as participation and transparency.

What I particularly like about their blog and twitter posts is that they add to their credibility as knowledgable professionals in the field by coming up with new ideas and topics on a daily basis.

BCM TwitterSource: BCM Twitter Feed

While at the same time, they as an organisation seem relate-able from the way they present and word content (such as this blog post of theirs about mediocre superpowers), their work is not shovelling marketing content and how great they are down your throat all the time, and to me that’s really using social technologies to enhance a business and its in a smart way. What do you think?

Thanks again for taking the time to read through my blog post! I appreciate any feedback or comments you have for me.

References:

RSPCA adopts Enterprise 2.0

Hello Readers!

My last few entries have been focusing on Enterprise 2.0 and its benefits, risks, values, etc in regards to larger organisations and campaigns. This week’s task however is to discuss Enterprise 2.0 and its major benefits as well as value levers from the McKinsey Global Institute Report, with reference to the Social Sector.

With many businesses adopting social technologies at a rapid pace, it’s not surprising to see the number of not-for-profits and non-governmental organisations taking advantage of them too. In fact, when I was considering which organisation within the Social Sector to discuss in this post, I found that almost every one that came to my mind immediately, had a Facebook and Twitter page, including; Red Cross, The Cancer Council and Starlight Children’s Foundation.

As an animal lover, my favourite charity is the RSPCA.

RSPCA and Social Media

The RSPCA, for those of you that don’t know is the Royal Society for the Prevention of Cruelty to Animals. It is a charity that endeavours to protect animals from cruelty and suffering and promotes ongoing kindness and welfare for all animals. The charity has a strong following on Facebook and Twitter (Both for their national and state accounts), which I think they utilise in a way that allows them to create the value mentioned in all 9 Social Sector value levers:

  1. Gather Information
  2. Crowdsource resources and solutions
  3. Fundraise
  4. Create and expand volunteer network
  5. Retain Support
  6. Educate the public
  7. Engage supporters
  8. Improve collaboration and communication
  9. Rapid organising

Obviously the RSPCA is constantly working towards gaining further support for their cause and spreading messages about animal welfare, and with the power of social technologies, it is all the more easier for these messages to be shared on a greater scale to a variety of different people (even when people like me write about them in their blog)!

One specific value lever from the functional area ‘mobilise resources’ that is particularly relevant to RSPCA at this point in time is retaining support and how they have applied this to the election campaign. Through their Facebook and Twitter accounts, RSPCA has been encouraging followers to not only share with their networks, but to contact political candidates using the hashtag #PoliticalAnimal to ask them where they stand on animal welfare issues, so that voters could be accurately informed about these important animal rights issues and what certain parties have to say about them.

RSPCA FacebookSource: RSPCA Facebook Newsfeed

Now I don’t know about you, but I haven’t been able to open my Facebook or Twitter newsfeeds without being bombarded by people’s opinions about the election, do you know what I mean? This is where I think the RSPCA has been really clever. By simply relating their messages and content to what is relevant and happening in the world they allowed themselves to become part of an already existing and HUGE conversation, where they have been able to spread and remind people about the RSPCA’s goals and messages, but also forced political candidates to address what their stand is and what promises they can make about animal welfare issues- and all through the power of the community!

304686_th_600

If my blog has inspired you in anyway to help out the RSPCA, I would recommend checking out their Get Involved Page and if you still aren’t convinced, here’s a picture of one of the dogs (Invader) you could adopt from the RSPCA Wacol Centre right now (I am a bit of a dachshund lover).

Source: RSPCA Adopt A Pet 

Thanks again for taking the time to read through my post, I really appreciate any comments or feedback that you have!

References:

Social Technology Benefiting Canberra

Hello Readers,

This week in my Enterprise 2.0 class we have been focusing on the benefits and value levers associated with implementing Enterprise 2.0 and in this post I would like to discuss with you my thoughts on the topic and an example (ACT Tourism) of an organisation I think has optimised on this.

In today’s ever changing and fast paced world, organisations are constantly trying to remain competitive and find effective and efficient ways to run every day activities. They are therefore having to become familiar with and take advantage of the benefits of Enterprise 2.0 on an internal and external level.

enterprise206b

Source: Geek and Poke

I personally believe that the adoption of social technologies by an organisation is imperative, not only in a competitive sense, but because consumers now have so much power that even if an organisation is not utilising these social technologies, their customers still will be. It therefore does not surprise me that as reported in the McKinsey Global Institute Report that 90% of companies who use social technologies believe they receive business benefit.

The report goes on to discuss the ten ‘levers’ where social technologies can add value to an organisation; deriving customer insights, co-creating products, leveraging social to forecast and monitor, using social to distribute business processes, deriving customer insights, using social technologies for marketing communication/ interaction, generating and fostering sales leads, social commerce, proving customer care via social technologies, using social technologies to improve intra-or-inter-organisational collaboration and communication and using social technology to match talent to tasks.

Enterprise 2.0 and Canberra

Now I know what you are thinking, Canberra and ACT Tourism are not the most exciting of organisation’s or topic to choose, and to be honest, I agree. However, I believe that ACT Tourism kept this long-held perspective in mind when they undertook an unheard of social media campaign at the end of 2012. In terms of the functional area marketing and sales, ACT Tourism launched a world-first human brochure campaign, where 500 people were selected to visit the nation’s capital to obtain their firsthand experience.

human brochure

What’s the catch you ask? No catch, other then the winners simply needing to be active social media user’s willing to tweet, instagram and update their way around Canberra sharing their experiences with their online community.

human brochure 2

The campaign focused on positive word of mouth through social media, by real people for the people, to increase the volume of “social chat” about the destination. With over 31,000 applications received, ACT Tourism estimated that the social media reach alone of this campaign was at least 4 million people, with the 500 Humans Facebook page‘s fan base growing 380% since it began.

ACT Tourism effectively created a campaign that generated many new forms of customer insights about the destination, useful for future campaigns, while marketing in a two-way dialogue fashion without having to spend too much on actual advertising and promotions.

Unfortunately I was not selected as a winner in the campaign, but enjoyed looking through the many different and varied perspectives of those who did and overall did feel compelled to want to visit Canberra to experience what others had.

Two other great campaigns that I think utilised some of these marketing and sales levers to add value through social technologies is Cadbury and the Dollar Shave Club (which is very funny), take a look at them and tell me if you agree!

That’s all from me for now, I look forward to reading your comments and suggestions.

References:

What makes a blog a success?

Dear readers,

First of all, thank you for taking the time to read my blog out of the 68, 776, 011 other blog sites that WordPress has on record at this very minute in time.

Now straight to the point. My task for this week in my Enterprise 2.0 class is to discuss what I believe makes a successful blog and to introduce my blogging strategy. Easier said than done.

To be honest I cannot draw on any past experiences of my own to help me here, even though I currently work in a social media and digital marketing role. In my 13 or so years experience online, I have only attempted to write one other blog. The strategy for this aforementioned blog was, in a nut shell to whinge about my life in what I believed was a very witty fashion and post ‘relevant’ memes, like the one below. I only ever showed it to a friend and then promptly deleted it.

AMAZING

From what I have learnt in class, in combination with some reading of blogs about ‘how to make a successful blog’, this has opened my eyes to some important aspects a blog should have and how I can apply these in my blogging strategy.

  1. Build a relationship and be part of the community- Comments and contribution should be encouraged for my readers, and I will also strive to use social media websites to help promote my entries and to maybe gain some readership outside my Enterprise 2.0 class.
  2. Keep it simple and relevant- I myself do not want to have to search for information on someone’s blog page, so it’s important to maintain a simplistic style and layout to my entries while ensuring that my content does not go too far off topic. If someone has come to read about my knowledge and learning’s in Enterprise 2.0 they most likely don’t want to hear me rant on about how cute my miniature dachshund is…
  3. Post frequently- There’s no way to maintain a readership if a blog is not updated.

I don’t read too many blogs (I’m on a mission to change that!), but two examples of which that I think encapsulate the above ideals and are extremely relevant to their particular contexts are:

  • Digital Buzz Blog– this is a marketing and advertising blog that is updated daily with the latest in marketing news, campaigns, social media tips, etc. I find the blog is easy to navigate and is well linked to other social media platforms of theirs, which is how I stumbled across it in the first place.
  • Veronica Roth’s Blog– As a successful young-adult book writer, Veronica started her blog in college before she began writing her now-published book series. While I don’t read this blog as often now as it is mainly focused on promoting her books, originally her original thoughts and humour, mixed with writing tips and a genuine interest in building a relationship with her readers kept me interested.

Hopefully with a combination of these strategies and tips I will be able to hone in and refine my skills as an effective blogger! That’s all from me for now, please leave a comment or suggestion for me and I’ll be sure to try and do the same for you.