Measuring ROI of Your Social Media Marketing Campaign

Google Analytics to measure your social media campaign

Google Analytics to measure your social media campaign

Stop. Before you go any further in this blog about social media marketing, stop and ask yourself, “am I ready to do what’s required for my campaigns?”

Doing the right thing isn’t always easy, particularly in Marketing. That’s because modern Marketing isn’t easy anymore.

It’s hard and it requires math. (I know I just lost about half of you when I said the other M word…math.)

Today’s marketer must be part mathematician, part magician, and seemingly omniscient. Fortunately, there’s an app for that.

I’m not kidding. The app is “analytics.” (Okay, analytics is more than just an app, but I’m working on my segues.) But if you don’t use analytics and other appropriate measurements, you can’t measure your social media campaign. Continue reading

Guy’s Guide to Pinterest: Pinning Testosterone

Guy's Guide to Pinterest

Guy's Guide to Pinterest

The statistics are incredible. According to ComScore estimates, Pinterest is the fastest growing social network ever.

In this age of social networking sites, you’d think that we had enough places for people to like and share stuff. Apparently not.

But a curious thing happened on their way to becoming an Internet phenomenon. Pinterest became an overwhelmingly female destination. By some estimates Pinterest is to 50% to 70% female. Everyone has an opinion about why Pinterest attracted so many women and what it means for social media marketing.

If you’re a male, you’re probably wondering why you should bother with Pinterest. Well, for one, it’s really kind of fun. (I hated typing that sentence, but it’s true.) It’s also a platform that shows huge potential for marketing and branding, since people are sharing the products and services that they love. If your campaign includes content marketing, you know that great product images can help your brand message go viral.

For a change, though, I am not here to talk about your content strategy or anything marketing-y like that. I’m here to help the fellas out there get started with Pinterest. Continue reading

SOPA Blackout Screenshots Including Google, Reddit, Wikipedia

It’s been a long time coming. The SOPA blackout is finally here and a clear message is being sent to the US government.

There are many places to learn about SOPA. I’ll provide links at the bottom.

What I find fascinating are the blackout pages, which were spread virally. I’ll provide some SOPA blackout screenshots here on the blog. Others will appear on my Flickr page.

(Oh, and before I forget…all websites are (c) their respective owners! If you are a copyright holder and want a screenshot removed, please let me know.)

Wired Censored SOPA Blackout and News
Wired SOPA Blackout Page Screenshot
BoingBoing SOPA Blackout and News
BoingBoing.com SOPA Blackout Page Screenshot
Craigslist SOPA & Pipa Blackout and News
CraigsList SOPA Blackout Page Screenshot

See More Screenshots Continue reading

Why Klout and Social Influence Really Matter

Klout.com Logo

Klout.com is a social influence measurement tool.

What’s your Klout score? It’s a question that you hear more often, particularly if you’re in the agency world.

So what is Klout and why is it important? That’s the more important question!

First off, if you haven’t tried it yet, go to Klout.com. If you’re signed into Twitter, it will ask you to connect your two accounts. Twitter has a pretty good application programming interface (API), so you can link two different services and share data. It’s pretty easy.

At first, Klout will probably give you a low score because it does not know how you interact with other Twitter users. But in time, it will give you some indication of your “influence.” You can read about how Klout scores influence, but suffice to say, it attempts to measure how many people repeat (or retweet!) what you say. It’s a modern, online version of how cool you are among your peers.

The mechanics of Klout aren’t as important as the concept behind social validation. So what is social validation and why should you care? Glad you asked! Continue reading

Use a Facebook Fan Page for Book Marketing

Facebook Fan Page

Facebook Fan Page for Comic Book School

About a year or so ago, I started to experiment with a Facebook Fan Page. It was an based in a desire to “meet” the people who were buying my books.

It was a little slow getting started, since it took some time for me to really understand how Fan Pages actually worked. As an author of very niche books, I am really excited about the passion and energy that people bring to the Fan Page.

Now that I have been running this Facebook Fan Page for a while, I thought I might share a few observations: Continue reading

Dear Apple, Market to Me

Apple iPad

Apple iPad

It sort of defies logic. Consumer buying, that is. There’s a logic, and then there’s consumer buying logic.

Take Apple, for example. Steve Jobs wanted to make “insanely great” products. It became a battle cry for the whole company, and as consumers, we bought it. They made the iPod and iMac, and we bought them. These were insanely great products that we had to have. Soon there will be an assault of iPad competitors that make similar touch-screen tablets. And yet, people will still buy the Apple iPad for some logical…and many illogical reasons.

Before Apple released these products, there were other computer devices that did similar things for less money. After Apple released these products, there were even more choices for even less money. And yet we keep buying the Apple brand.

Why is that? Well, we’ve been marketed to…and we like it. Apple somehow takes buyer’s remorse and turns it into buyer evangelism. People who buy Apple get excited with their purchase and tell their family and friends. It is classic viral marketing. It’s better than viral marketing, it’s passion marketing. Social marketing and passion marketing.

It’s the kind of marketing that makes us buy expensive cars with bigger engines than we can possibly use. The amount of horsepower that you can purchase far exceeds you ability to use it on any regular basis. But we don’t mind. Driving can be about getting from point A to point B. Or it can be about passion, excitement, and sex appeal. It becomes a gap between what you need and what you want.

Want and need are two different things. I need a new computer for my home-based work. Could I get an inexpensive machine that does the basics? Of course. But instead, I will go beyond basic need and deep into the want territory.

I’m buying a new Mac. I like how it works. I get great service from Macs, so I am willing to pay the extra few bucks to have the Mac experience. I’m sure the PC would run similar software, allowing me to get my job done. But I like the Mac.

Logic gives way to passion, and I am voluntarily buying a product that may be slightly better in performance, but much better in consumer experience.

Is the Mac insanely great? You bet. But so are other competitive products that cost less. For $200-$500 less, I can get a similarly equipped PC. Am I actually paying for a better product or a better marketing experience? Let me help you decide….

My new Mac arrives next week.

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