Why Brands Need to Measure Experience and Engagement. The concept of return on investment came to prominence in the mid-20th century when marketers entered the age of mass media and large campaigns, and they began demanding to know the impact their ads were having on awareness and sales.
We are well into the second decade of the 21st century, and I would suggest that the era of ROI has come and gone, primarily because of the digital revolution that launched some 15 years ago. Through digital channels, we have powerful tools that can create highly personalized and emotive relationships between a brand and a consumer. Marketers want to know even more about how effective their marketing is and its impact on customer relationships. A new metric is required in today's complex ecosystem. I call it ROE2 (return on experience x engagement).
Experiences shape how consumers feel about brands, including factors such as service, quality of products and amenities. Legacy retailers like Radio Shack have had to play catch up. The other side of the infamous “Auschwitz selfie” On June 20, a newly minted high school graduate from eastern Alabama walked into the Auschwitz-Birkenau concentration camp, paused in front of a barracks … and took a picture of herself.
A screenshot of Breanna’s now-hidden tweet. (Twitter via the Sydney Morning Herald) The despicable nature of all of this is self-evident, right? Smiling teen with one earbud in. Blushing emoji, as if she realizes she should be ashamed — but isn’t. No wonder she has, in the past 24 hours, gotten more than 6,000 hateful tweets directed at her. And yet, the funny thing about viral images is how endlessly easy it is to misunderstand them. “Self captured images allow young adults and teens to express their mood states and share important experiences,” the clinical psychologist Andrea Letamendi told Time last September. The ExactTarget Blog The 30 Most Brilliant Social Media Campaigns of 2014 (So Far) In 2014, social media campaigns seem to have hit their stride.
With so many channels available for brands, from the obvious Facebook and Twitter to the more niche-serving Pinterest and LinkedIn, we're seeing brands do some special things. Take a look at this list of the best campaigns so far this year, organized by channel, and consider what you can learn from the innovative companies behind these initiatives. Facebook 1. Motorcycle Helmet Art from Biltwell, Inc. Cutest Social Media Campaign of the Year? Get a Heinz Bean with Your Name on It.
A cardboard arcade made by a 9-year old boy. Nike: Twitter RSVP - Interactive (image) Creating a #Hashtag Campaign on Twitter. Often the biggest results come from the smallest actions.
Take Twitter hashtags, for example... The concept itself is deceptively simple; just add the “#” symbol in front of a word or a group of words with the spaces between them taken out. This tiny bit of detail lets Twitter organically categorize your tweets, as well as anyone else’s, that make use of the exact same hashtag. In a very big way, it is the 140-character equivalent of assigning keyword tags to documents and blog posts. Just as anyone searching for content about a specific keyword gets pointed toward the articles containing that keyword, anyone searching on a hashtag gets a listing of tweets containing that hashtag. By including a relevant hashtag in your tweet, it becomes visible to people searching for that specific topic, adding your voice to the general discussion. LikeBelt. Pinterest: Everything You Wanted to Know About 2012's Hottest Startup. Pinterest has emerged as the runaway social media hit of early 2012.
You probably knew that already. But did you know the company just has 12 people? Or that 97% of Pinterest's Facebook fans are women? Lemon.ly, a visual marketing firm, took a deep dive into the data to catalog Pinterest's stunning rise and produced the infographic below. What's clear is that with 10 million users, Pinterest has already made its mark in terms of web design influence, if nothing else. Pinterest Hits 11 Million UMVs (and 8 Tips for Brands) Pinterest. Certified Site Metrics are metrics that are directly-measured from the website instead of estimated.
The website owner has installed an Alexa Certify Code on the pages of their site and chosen to show the metrics publicly. For the website owner Certified Metrics provide: A more accurate Alexa RankA private metrics Dashboard for On-Site AnalyticsThe ability to publish unique visitor and pageview counts if desired Certified Metrics are available with all Alexa Pro plans. Global Rank Alexa Traffic RankAn estimate of this site's popularity. The rank is calculated using a combination of average daily visitors to this site and pageviews on this site over the past 3 months. Updated Daily Rank in United States Traffic Rank in CountryAn estimate of this site's popularity in a specific country. 5 successful Twitter marketing campaigns you should know about. While Facebook gets a lot of the attention when it comes to ‘sexy’ marketing campaigns by brands, there are some great examples from Twitter, that show how brands are using the platform to their advantage, to engage with followers in new ways.
We’ve put together a list of some of our favourite Twitter marketing campaigns, to provide you with some inspiration and great case studies for reference : The Volkswagen Twitter Zoom.