Last night I watched the live feed for another solid MIMA event – what a great community of interactive and digital folk in the Twin Cities. The topic? Analytics (with speakers Chris Wexler, @chriswexler, and Kristen Findley, @kdfindley).

The use of data and analytics is an always-important subject – but even more so given the increasing volume of conversations happening around social media and the quest for ROI, or ROE (Return on Engagement). (Let’s remember: you can measure social media activities. More on that fun topic later this week though.) Here’s a quick recap of the MIMA event:

Analytics Aren’t for Geeks

Analytics are critical to any marketing plan. They give you a benchmark for success. And with digital/Web, you can measure it. Use that data to differentiate in a tough market.

Think about analytics in the context of, and during, an entire project, program or campaign life cycle. Consider Web site data, banners, tagging, coding, analysis and testing suggestions.

Keep the End in Mind

That means starting with the business goals. Web presence is inherently important, but what do you want it to do for you – for the business?

What do you want someone to do when they get to your site? Kristin says [paraphrased]: please don’t say “to engage.” There’s always more. Do you want visitors to complete a form? Read content? Click through to something? Be specific. Make sure the objectives are aligned the first time around so you’re not switching gears half way through the effort, ultimately creating more work later on. It’s OK to put more work upfront to save time down the road.

Remember: you’ve got program objectives that lead to Web site objectives that lead to key performance indicators to help pave the way.

Analytics are, to a degree, holistic. You have to look at the total analytics package – as in how offline activity is affected by online work.

We’re moving away from an era where analytics are all “post-” and moving into an era where data and analytics are “pre-” too.

The Speakers’ Favorite Metrics

@kdfindley “hearts bounce rates.” (And I concur. Want to improve your site’s bounce rate?) Bounce rates matter because they give an indication of how people perceive what it was that you were promising them when they hit your site. You want to keep your bounce rate low. By working on this metric, other metric improvements will improve as well.

@chriswexler likes meta metrics, particularly when you put more weight toward the things people care about on the site, such as video views or e-mail sign ups. Think about other ways of quantifying value, such as if people came to a site and blogged or went through a specific process.

While there are other important metrics, when it comes to Web analytics I’m also a fan of keyword search results (what’s driving folks to your site), referrals (what sites are driving folks to your site), site overlay reports (what clicks and calls to action are really working) as well as content (favorite, most heavily trafficked pages and length of stay). You can digest much more though through any popular Web analytics service like HitWise or Omniture.

Collaboration = Good

The analytics team can become the “objective keeper” of information – the watchdog of what delivered well and/or didn’t. Marketing teams should rely on some of this insight.

Bring the creative teams into the process so they can understand the importance of a specific objective and know what “the ask” is. Some of the best creative, yet results-oriented outcomes can come from the use of understanding good data.

Creative + technologists (and someone who can speak API) = cool outcomes.

As the analytics conversation spreads outside of the analytics group, jump common hurdles like terminology barriers with a bit of education first.

Remember: data doesn’t make decisions; people do. There’s always a story in the numbers that’s more interesting than the numbers on their own. Keep in mind that it’s 20% reporting and 80% insights.

The Speakers’ Favorite Metric Tools

Omniture (Test&Target)
Google Analytics
Atlas
Mediaplex
Webtrends

Final Thoughts

Marketers don’t make brands – consumers do. Marketers and companies influence what people think of a brand and push them in a certain direction. It’s important to know the perceived truth (and analytics can help). And that is where social dashboards can come into play – to hear what people are saying about brands. Beehive uses Radian6 to monitor the conversations for clients, but there are other good options like Nielsen BuzzLogic, Biz360 and Visible Technologies. Pay attention to sentiment though – the industry is exploring that more and more. Services that cover sentiment/insights well are lithium and Harvest, among others.

Oh, and there was this: “Data can provide serendipity.” Well said.

Katharine Mudra

Account Supervisor

Social Networks Moving Up the Ladder

A March 2009 study from Nielsen on social networks boasted some sweeping, but perhaps not surprising, numbers. Let’s take a look:

• Social networks/blogs now fourth most popular online category – ahead of personal e-mail
• Social networks account for one in every 11 minutes online
• Orkut in Brazil has the largest domestic online reach (70%) of any social network anywhere in the world
• Facebook has the highest average time per visitor amongst the 75 most popular brands online worldwide

This Nielsen study could provide a week’s worth of Waxings, but I’m going to focus on one interesting stat:

• Social network and blogging sites are now the fourth most popular activity on the Internet – ahead of personal e-mail

(In case you’re wondering what’s ahead of social networking and e-mail? Search. General interest portals and communities. Software manufacturers.)

These figures and changes continue to have a profound impact on publishers and marketers alike. AdWeek sums up the research under the appropriate heading: “As online paradigm shifts, advertisers must find a way to add value, rather than follow the ‘push’ model.” Copy that.

What’s interesting, however, is that here we have information showing social nets as more popular than e-mail, yet many of the social networks, microblogs and other services rely on it (e.g., you need an e-mail address to sign up for Facebook; Twitter sends you e-mail notification if you have a new follower, etc.). So while more time may be spent in other online categories, many would argue that e-mail is still the foundation for all electronic communication. And perhaps that’s why some social networks are toying with having their own branded e-mail.

Inbox Insanity

I found this study of particular interest in light of a recent e-mail marketing presentation in Minneapolis (thank you, MIMA). Jeff Rohrs, VP of marketing for Exact Target, described what has become a time of inbox insanity. Think about the many “inboxes” you have – home e-mail, work e-mail, cell voicemail, work voicemail, text message, IM, Facebook, Flickr, Twitter, RSS reader and [insert your network here]. Oh, and don’t forget about your postal mail box.

Many of these inboxes will likely continue to grow as online activity continues to rise (especially across demographics) – and we’ll continue to need to check those feeds and inboxes and respond to the content that is in them (the relevant content that is).

The Social Inbox

Is it sustainable? According to Jeff, no. Time is too much of a commodity. And so we’re starting to see consolidation more and more – this time in the form of a social inbox.

While many desktop applications like AlertThingy and plug-ins like Xobni have helped provide much-appreciated aggregation and consolidation for social networking activity, none have proven to be the true “catch-all” for online social activity. So e-mail providers are hoping to bring that to users via “the social inbox.” A place to house and provide one-click access to your e-mail, search, RSS, Flickr, YouTube, Twitter, SMS, Wordpress and more. A more useful place, with more time-efficient ways of interacting with contacts online.

Yahoo has a beta site for its social inbox. From Ars Technica…

• the new Yahoo Mail is positioned as a dashboard for one’s increasingly diverse digital life
• these changes turn Yahoo Mail into a dashboard for watching contact activity at social sites

Microsoft is making strides with Windows Live and Gmail is working on it too. Bebo launched its’ social inbox in late 2008, integrating content and helping to efficiently keep track of friends’ activities/posts. Oh, and there’s the iPhone.

The iPhone: social media and network consolidation – photo from iLounge

What This Means for the Communications/Marketing Industry

So let’s get to the heart of this – what does this all mean for communication, PR and marketing pros using e-mail marketing to reach and connect with customers? Here are some key takeaways from what Jeff shared at the e-mail marketing event:

• The social inbox gives consumers more control and marketers less control.
• So, relevancy will be key; otherwise, you’re a spammer.
• E-mail marketing still plays a role. There’s the potential for terrific ROI, measurement and reach. There’s also research – companies can take the opportunity to learn from their customers.
• In a down economy, more retailers and brands will resort to e-mail marketing because it’s inexpensive and can hit a large population/demographic.
• But, to see real results and cut through the clutter, marketers must focus on: 1) customer personalization and permission AND 2) really relevant and resourceful content.
• Yes, e-mail marketing should be driven by the demands of consumer segments. Subscribers rule.
• “Batch and blast” is a thing of the past.
• Communication, content, frequency and channel delivery should be determined by customer preference and permission – based on strong data.
• Again, precision marketing and customization is key – use data and behavioral info to craft messages of relevance to specific customers.
• Customers need to be able to opt-in to e-mail relationships – so create touchpoints and opportunities allowing them to do so.

This shift is yet another reminder that to be effective today, authenticity, adding value, two-way communication and relationship building must drive marketing and PR efforts at every step.

Katharine Mudra

Account Supervisor

No question – timing is of the essence in launching a major consumer product. So why on earth did AT&T decide to roll out its new BlackBerry Bold on Election Day. The world was buzzing with one of the most historic political events of our time. Was this a complete disaster or true marketing brilliance? The jury may still be out, but I’d venture that this gamble is paying off. Look at what the launch had going for it:

• Fresh, unrelated election news to make a splash
• A captured audience absorbing new media inventories now void of political ads
• A memorable date to tie the launch to
• The opportunity to reach millions of qualified consumers – those engaged in the election process tend to have more disposable income

If the lines that formed outside AT&T stores were a sign this strategy worked – I’d say it was a success. Not to mention reaching a record 71 million viewers that evening, according to Nielson Media Research.This unexpected product launch strategy is proving its merit – precisely because of its unconventional approach.

Jason Schumann

Account Director

Hello from Motor City. Ayme Zemke and I are participating in the annual PRSA International Conference. We’re each spending our Saturday in different all-day seminars. Ayme is digging in on the latest in measurement strategies. And I’m deep diving into the most promising new media channels for businesses. Both are critical considerations for our clients’ businesses and our own brand.

Eric Schwartzman, founder and chairman of iPressroom and managing director of Schwartzman & Associates, is leading the new media workshop. He’s a recovering PR agency guy who’s been focused on new media for a decade. He’s pragmatic, honest and humorously cynical. The 50 people in the room – not so much. My industry peers — for the most part — are professionally overwhelmed and afraid. And each is likely a reflection of his or her organization.

Navigating these new media channels can be like trying to read a road sign in Ireland — 26 arrows pointing in every direction in multiple languages. Who knows which way to go? It feels risky. It can’t be controlled. How do you measure it? There is just too much to follow, learn and understand. 

Wikis, Google, YouTube, flickr, twitter, blogs, facebook, delicious, LinkedIn, RSS, podcasts, slideshare and more. The list is growing all the time. These services, applications and tools are generally free and easy to use. And they’re being used every hour of every day to share information about your brand, whether or not your organization approves.    

And there is also a lot of discussion in the room about who owns new media channels — the Web in general — inside their organizations. The corporate communications department? Marketing? IT? Brand? The turf battles are fierce, and thinking runs the gamut from “not my job” to “only IT can put information on our company’s Web site.”

So what’s an organization to do? Schwartzman’s advice is refreshingly simple. He recommends focusing on the channels that are most used by your target audiences. In this order, that’s: 1. your organization’s Web site; 2. e-mail. 3. search. And everything else after that. Schwartzman cautions: “the biggest mistake organizations make is putting the [new media] tools before the organization’s objectives.”

Research shows that an organization’s Web site is still the single most credible source of online information. (In fact, according to the 2008 PR Week Media Survey, eighty-nine percent of media gather information about a company through its Web site. And nearly sixty-five percent of media consider the company Web site “extremely” or “very” important when researching a story.) 

The Web site navigation has to be simple, and the content has to be compelling, interesting, brief and clear. Schwartzman notes, “there is no algorithm for humor, wit and irony online.” The Web site content, as well as the news and information you’re pushing to the marketplace, has to be relevant — use keywords your audiences use. Doing so helps readers digest content and also improves search engine optimization (SEO). Example: What would you search … “cheap airfare” or “low-fare leader?” You get the idea. As for e-mail? Nearly everyone uses it, and many people have multiple accounts. So use it to reach your target audience, but be sure it’s valuable, personalized and includes robust links to something the recipient will value.

New media channels are the present and the future of communicating and marketing everything. Think of the Web as the wheel, and emerging new media channels as the spokes. You need both to move your brand.

Lisa Hannum

CEO

Kids born today will possibly not know what it’s like to be lost, learn how to read a map or even ask for directions, thanks to advancing and ever-present GPS technology. This same technology-savvy generation also will be faced with distinguishing the difference between paid product placement, product integration and the “old fashioned” commercial.“For younger kids, it’s not even clear what the distinction is between ads and regular programming,” says Robert Weissman, director of a watchdog group called Commercial Alert. Since the 1980s when product placement became commonplace, consumers and audiences have, for the most part, had the luxury of identifying and determining the products being marketed to them through commercials and blatant product placement.

Now, with the popularity of Tivo and DVRs allowing viewers to skip through commercials, the lines are becoming blurred as consumer product companies are increasing their spending (up 13 percent in 2007) on product placement and integration. The “you can run, but you can’t hide” theory is becoming a battle cry in c-suites of Fortune 500 companies. American Idol is the king of product integration with 4,349 placements during its’ 2007 season. Can you guess which brand? If you guessed Coca-Cola you are correct, and it’s exactly what the folks in Atlanta were determined to do – have the consumer associate their brand and product with TV’s most popular and “coolest” show. This is not product placement, it’s product integration.With product integration becoming more prevalent and better “hidden,” it begs the question of whether or not disclaimers are needed every time we see a product placement on television. It’s possible, but how do you run a disclaimer during live television – like an interview with a NASCAR driver after he gets out of the car and just happens to be thirsty for a Mountain Dew while on camera?

Is it okay for the next generation to not know when they are being marketed to? I can’t see constant disclaimers being the appropriate fix (unless we’d like to see a permanent scroll while watching American Idol), but in this age of political correctness and full disclosure, we can expect to see some significant changes in how our children’s nightly viewing experience is presented to them, the consumer.

Matt Hansen
Account Supervisor

As I sat in a boat on Leech Lake, bundled in five layers of clothes, rain gear and mittens, I wondered if the Minnesota DNR, or the state legislature, ever seriously entertained the idea of pushing back the fishing opener in an attempt to appeal to casual fishermen not keen on dodging icebergs and snow flakes during the annual fishing opener. One would think if we were actually fishing in open water with temperatures above freezing it would help the resort owners, bait shops and the rest of the state that relies on tourism and others’ enjoyment of the outdoors.

For years the DNR has been trying to encourage Minnesotans and out-of-state visitors to hit the lakes and cast a line with hopes of boosting the number of people buying a license and enjoying the outdoors. They’ve tried direct mailings, advertising campaigns and electronic countdown clocks until the opener. But I don’t think a flashing neon countdown clock is going to convince me, or the dad looking to take his son fishing, to head up north for the opener and brave the snow, 20 degree temperatures and partially frozen lakes to catch Mr. Walleye.

As a result of this year’s weather, newscasts leading up to the fishing opener reported on the ice still covering northern Minnesota lakes while resort owners reported cancellations – not great PR for the in-state friends of the outdoors, and definitely not a warm invitation for the out-of-state to folks. So, why not move the opener back a week or two and build off the current PR (and advertising) campaign around it? While there are no guarantees the weather will be better a couple of weeks later, at least there’s a better chance. Plus, the fish are a week bigger, right? It would give the DNR and the state a good reason to get people truly excited about being outdoors and disconnecting from their busy lives, which is partially blamed for the decline in fishing.

Of course, there are no guarantees the later date would boost the sale of fishing licenses, but neither is a countdown clock to icebergs and the possibility of shoveling snow out of your boat.

Matt Hansen
Account Supervisor

Does it make you raise an eyebrow when you hear about energy companies trying to get you to use less energy? Or when recreational vehicle (snowmobile, ATV) companies develop programs to protect nature and the environment? Maybe it should.

CSR – or Corporate Social Responsibility – is one of the latest “buzz ideas” that has taken Fortune 500 companies and small businesses by storm over the past few years. (There’s even a newswire dedicated to it.) Millions of dollars get pumped into company budgets each year for this loosely defined idea. Regarded as a minor PR or marketing tactic years ago, top executives all over the world are now warming up to the idea of CSR being a top brand-building and sales initiative. But, depending on how a company implements its social responsibility strategies, this idea of serving society for the greater good can sometimes have an adverse affect on the company.

Beyond Good Company is a solid read on CSR and corporate citizenship, including an interesting and unbiased look at how business strategy is now aligned with CSR and how “these issues pose potential risks and portend significant opportunities.” While most of these companies have good intent, many CSR campaigns focus on fixing a problem their company directly causes. Therefore, it’s important companies do their research and identify the possible risks and backlash their efforts could cause.

CSR campaigns can be a double-edged sword and, if not properly developed, the time and money spent on CSR campaigns can have an damaging affect on business – one of the reasons top companies have developed CSR departments and spent millions of dollars to hire and obtain the most qualified PR and marketing minds to drive these strategies. Companies today are not only selling products and services, they are selling the idea they are conscious of the world’s new and changing needs and are better “citizens” than their competitors. As a result, companies work to add more value to the company’s mission – something they hope the consumer recognizes.

The value is where companies need to be careful. Some CSR professionals argue it’s important to focus a CSR campaign on issues that directly try to reverse a negative affect a business causes. While this may make sense in a majority of the cases due to a company’s profile, I would argue that for some companies it makes sense to stray away from the core business and look elsewhere to still be a corporate leader in society – at least do sound research to prove it makes sense. Too many times we’ve seen a PR crisis develop from an under-researched and forced CSR program focused on improving an image. (See Walmart.)

Developing a program that makes sense to your core customer (beauty products – breast cancer awareness, shipping services – armed forces support) will likely put a company in a position to be an advocate without the unnecessary risk of PR backlash by trying to fix a problem the company directly causes. For example, a multi-national shoe corporation could eliminate the risk of being viewed as hypocritical if they decided to donate shoes and help inner city youth instead of being a partner in advocating change in international labor laws.

While trying to prove its value to understandably skeptical consumers and CEOs, CSR continues to face an uphill battle when proving its worth to the bottom line and sales-driven minds of business leaders. But one thing these minds can’t deny: CSR has built itself as a pillar of business models and will continue to shape and influence business models in the future. Hopefully increasing the value of society while increasing the bottom line.

Matt Hansen
Account Supervisor

Sustainability is the latest in marketing buzzwords. Industry blogs – like this one – are discussing it. Industry researchers are writing about it. And, who knows how many marketing campaigns and product launches touting “green” benefits will roll out in the coming months – from water to the latest “it” shoe.For communicators touting “green” or “sustainable” products, the good news is that demand for sustainability is expected to continue to grow. But, the bad news also is that demand for sustainability is expected to grow.Sure, right now communicators need and want to ride the sustainability wave to make a brand relevant for the marketplace. Lest we forget, everything that is new is old one day. And, if Al Gore has anything to say about it, sustainability will one day be a consumer expectation, not a niche product benefit.Recounting a visit to an organic grocery store in a recent Brandweek article, Peter Allen of Turner Duckworth observed the inherent problem of all trends: when everything follows a trend – in this case, “green” products lining the grocery isles – nothing stand out.In developing a brand communication platform, the first consideration should be how the brand’s story will remain relevant after consumers have moved on to the next trend du jour. A balance must exist between capitalizing on current trends and building a brand story that provides a distinct value proposition to the consumer and has longevity.For every consumer that is prone to jump on a trend, there is another whose purchase decisions primarily will be driven by need. Product benefits, price point, ease of purchase and ease of use should be key factors in developing an agile and clear communication platform. If the basics are in place, the bells and whistles that make a brand story relevant for tomorrow, next month or next year can be added, changed, reworked and revised as the brand stands the test of time.Jessica Zittlow Account Supervisor