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:

Job Seekers and Social Media

Hi again Readers!

A topic that has been on my mind this week is how social media has now become a tool that can assist job seekers to find out about and apply for positions. I started thinking about this when I noticed that some brand pages are starting to advertise for positions as a status on their news feed on Facebook. I am not sure if the world will continue to head in this direction, but it is definitely an interesting idea to consider.

It is well known now that many employers looking for applicants for an advertised position will often look at social media pages of these potential applicants. Once during a phone interview the person I was speaking to actually told me that they were looking at my Facebook right at that moment. To me, that was no problem as I have most of my privacy settings activated, so I knew they could not really access anything and even if they could, I don’t have any pictures of myself twerking or doing other inappropriate activities that I would be worried about a future employer seeing.

However, statistics show that 34% of employers who search through applicant’s Facebook or other pages find inappropriate content that results in them not being Social Media and Job Performancehired. The most common ‘turn offs’ that employers found were inappropriate images or opinions, particularly to do with drinking alcohol, doing drugs or excessive foul language. This is probably fair enough, because if people have this information publicly available they should be aware that employers are looking as a pre-screening process before getting you in for an interview.

However, as web 2.0 is evolving other social media tools and not just Facebook are being used to search for and apply for new jobs. LinkedIn, is a great tool for this, particularly in terms of networking, keeping in contact with your networks and letting them know what Linked In and Social Mediayou are up to. If I wanted to, I could link this blog, my twitter and other pages to my LinkedIn page and people who are my ‘connections’ could see what I am doing that way. Also, by following organisations on LinkedIn, they often advertise when they are have positions available. A lecturer at university once told our class that if you are serious about getting a good job and networking in today’s business then you need to me on LinkedIn.

After some extensive research (or a Google search or two) I came across another tool The Job Juice Social Media Search App. An app that assists and basically teaches you what it takes to make you a more ‘presentable’ brand on social media channels for employers. Below is a screenshot within the app about building your online profile, which shows the type of things it says is important, such as how many characters your headline on Twitter should be.

Job Juice Social MediaImage Source: Job Juice

I would love to know what your opinions are about this development of social media being one of the new go-to destinations to find your next job. As always, thank you for reading my post and I appreciate any comments or feedback you have for me!

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Qantas and Social Media Monitoring

Hello Readers,

This week in Enterprise 2.0 we have been focusing on social media monitoring and networking. This topic is often of particular interest for an organisation’s marketing/advertising/ PR team, in terms of being informed about their target markets online as well as what is being said about their organisation. The advantages of social media monitoring are great, with real-time data available in just a few clicks! There are a number of free social media monitoring tools available to organisations and users, two of which that I was not previously familiar with being Addictomatic and Tweetlevel.

I decided to try out these two tools to see what kind of information they presented for a Qantas and Social Mediaspecific organisation. As it is nearing the Christmas holidays and my mind is thinking about travelling and no longer having to do uni work each weekend, the organisation I have selected is Qantas Airways. The results of my experience using each website and the insights I found about Qantas are below.

Addictomatic. The website is quite easy to use from a user experience point of view, you simply type in the topic/organisation you are interested in and ta-da, you are presented with information sorted into categories, such as Bing, Youtube, Flickr, etc. I took a screen grab of the information that popped up when I did a search on Qantas.

Addictomatic and QantasWhat is interesting is that despite Qantas having an official Twitter page, they did not get any results for Twitter searches. This makes me question the reliability and accuracy of this social monitoring tool in terms of all of these different channels. If I search Qantas on Twitter, I receive thousands of hits. I also assume that if Qantas were not in the midst of a headline story having a snake found on one of their planes (The snakes on a plane jokes are already all over twitter) that the information for news searches could be quite old at times.

Tweetlevel. Again this website was very interesting to use and I didn’t have to sign up or log in to my twitter account to be able to review the results, unlike some platforms such as Tweetreach. This site lets you search for your organisation/ topic and shows the tweet ‘buzz’ or engagement for those key words, over a recent time period. I took a screen shot Tweetlevel and Qantasof the graph that was presented to me. I think this would be a particularly interesting tool if promoting a campaign, an organisation like Qantas could analyse how well it might be going depending on the buzz that is being created on those particular days.

I would recommend that every organisation engage in social media monitoring in some way and I have no doubt that a large organisation like Qantas has numerous people keeping track of what is happening and being said around their brand. Interestingly enough, I found in a news article this afternoon that Qantas is trialing watching social media conversations that happen within their lounges, check it out here.

If you’re still interested to hear more about social media monitoring, my assignment team, 4Social is hosting a Live Google Hangout Event on the topic on Tuesday 24th September 2013 at 7pm. You can join us live in the hangout or watch it on youtube at a later date.

That’s all from me for now, again I really appreciate any feedback, comments or questions you have!

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Is social media helping or hindering our lives?

Hello Readers,

I have been writing a lot of blog posts recently about how beneficial certain social media platforms are to enhance productivity and add value to our lives and an organisation’s business procedures. However, there are people who sit on the other side of the fence of this argument who say that social media is making the next generation lack in social skills and is just downright a waste of time.

Now, you probably all know where I stand. Social media I think, purely from a marketing perspective, (as for those of you who do not know, I have a bit of a marketing-lead brain), is changing the way organisations do business and for the better.  The interaction that can happen on social media is working towards Grunig and Hunt’s two-way asymmetrical two-way-communicationmodel, which in PR terms is the ‘ideal’ model of communication to create mutually beneficial relationships.

Image Source: Boadroom Metrics

Not to mention the data that can now be captured via social media platforms, such as using Facebook insights on an organisation’s page. These statistics, such as posts that are getting engagement and those that are not can often form the basis of an entire marketing campaign.

Social media is not just a useful tool for organisations to interact and inform its followers on a marketing level though, consider the 2011 Queensland floods… Both Twitter and Facebook were used during this time of disaster by emergency services like Queensland Police and Brisbane City Council to inform people of updates and warnings, but also by flood victims in need of help and during the clean up period. Statistics revealed that more than 35,000 tweets used the hashtag #qldfloods over the six days and this is not the only example of social media helping out those in need during times of crisis, particularly when phone lines or electricity have been down.

Queensland Floods and Social Media

Image Source: News.com.au

I’m not saying there are not negative aspects surrounding social media that have appeared over time.  As many as 55% of organisations are now having to block social media sites from their work places to avoid employee misuse or because they are significantly reducing productivity. I can particularly relate to that when it is time to write an assignment! Also, cyber bullying, particularly for school children, is a terrible example of a result from social media and really is a huge problem that is hard to be managed in an environment like this.

I have only really just covered the very smallest tip of huge iceberg here; there are so many different perspectives and arguments surrounding this topic. I would love to hear your thoughts about this though! Facebook may not be the best tool for Superman, but is it for you? Where do you stand on this issue?

Superman and Social Media

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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!

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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:

Cooking up Legal Social Media Risks with Kitchenaid

Businesses are adopting social media for marketing and engagement reasons at an alarming rate, with over 65% of the world’s top companies having at least used a twitter feed in 2012. Yet it is recorded that only 22% of businesses have an actual social media manager or content planner. Therefore, with a combination of these factors and that the boundaries of personal and work social media are being even more blurred, businesses are leaving themselves open to many legal social media risks.

kitchenaid-logo-design-2

Kitchenaid is one of the largest kitchen appliance brands in the world, with its products being sold in every continent. Every baker’s dream kitchen would surely have a multi-coloured Kitchenaid mixer (or at least mine would), and with accounts on every popular social media site; Facebook, Instagram, Twitter, Pinterest and Youtube, the organisation could be at risk on any of these platforms in regards to social media law.

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(This is the one I want!) Source: Kitchenaid Website

Kitchenaid is not alone when it comes to these potential social media legal risks, every organisation that is involved with social technologies is facing them too, with possible risks for the organisation as a whole, and also for employees. Below I have discussed a couple of examples of legal risks in social media and how these could relate to Kitchenaid.

  • Reputation Risks- I think ultimately this is one of the biggest risks for any organisation online and using social media, particularly for Kitchenaid as they are using so many different platforms. While social media can be great for thinking outside the square and engaging in two-way communication with stakeholders, any form of inappropriate language, imagery or opinions by a business or an employee, can result in severe reputation consequences. Once something is available on social media it can be shared and therefore, will be there forever.

Surprisingly, I actually found a real example of this in relation to Kitchenaid in 2012, when an employee working on the businesses twitter account, thought they were using their personal account and posted an offensive comment about President Obama’s dead grandmother.

KitchenAid-Tweet-640Not only did the tweet share an obvious political standpoint, it was extremely insensitive about a delicate issue, portraying Kitchenaid and its employees in this manner also. Many consumers responded in a way by saying they would never buy from the brand again, and while Kitchenaid issued a very quick apology response, the reputational damage could not be undone.

  • Misleading and Deceptive Conduct (Statutory Risk)- As a retail business, Kitchenaid could be susceptible to the risk, that many other retail social media users are, of showing misleading or deceptive conduct, specifically in terms of advertisements. So for example, if they were to come up with something too ‘gimmicky’ in regards to their products or offers, this could be taken seriously by some consumers and the business may be at risk of having portrayed misleading conduct under the Competition and Consumer Act (2010).
  • Technology Risks- Viruses and Malware will always be a problem online, and as social media sites are used more, the probability of an employee within a business like Kitchenaid accidentally coming across an unsafe website is more and more likely. This could result in many negative outcomes, such as loss of confidential information, which could be damaging if it were something like ideas for an upcoming advertisement campaign.

If I have learnt anything this week in regards to legal risks in social media from case studies we have covered in class and some of my own personal research, it is that to prevent these risks from becoming realities every business needs a Social Media Policy (SMP). While I could not find an actual SMP available for general viewing on the Kitchenaid website, there is no doubt that they have one in place, especially after the twitter crisis mentioned above.

Overall I think that a SMP should attempt to address all potential legal social media risks imaginable, while maintaining a strong focus on reputation and privacy of confidential information. It’s important to have a policy for employees to be familiar with what they can and cannot be posting on social media sites, on behalf of the business and even on their own personal sites, as well as the ramifications of this. A great article that I came across that I think summarises what a social media plan should have is 10 Must-Haves For Your Social Media Policy.

Thanks for learning with me about social media legal risks in relation to Kitchenaid. I always appreciate any comments, feedback or examples you would like to share 🙂

References:

Kitchenaid USA: Handling a Twitter Crisis

Kitchenaid Official Website

99 Social Media Stats for 2012

Managing Your Company’s Social Media Risks

The Risks of Social Media: Legal Limits

5 Social Media Risks for Companies and Employees

Do organisations need social media policies?

Legal Risks of Social Networking for Business

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.

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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.

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