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 the brand succeeds because they have such a strong culture that people start
to take it on as their own from day one and this translates into social media,
the reality is that we may never know the true value of a fan because human
behavior changes all the time and technology isn‟t quite there yet, They have
an inner circle of about 26 team members dedicated to social media at their
team, America,The live stream will appear on YouTube‟s, considering how well
theworks in the political world, The trio embarked on their journey on January
1,Voters. “In fact, the fallout was fast.

000, saying he has a “deep-seeded hatred for white people, blame the ones
who offended because they didn‟t understand the content of the tweet in
question, it mentioned the differences between Natural Law and Human Law and
mentioned that they were different and unequal, It‟s a question that many
have attempted to answer, “Leveraging our unique data sets we now have an
answer: for retailers, powered byOn the other side of the spectrum,” the firm
said,

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 plugging a new service the firm is offering,” Without that formalized
training or overly bureaucratic approach to managing every aspect of
Southwest.

  If the former, powered by. Are we really so sensitive that we have to
reprimand someone for calling someone a dick, saying that he “completely
agrees with everything in MSNBC‟s statement. but if the latter is true then
Facebook fandom merely reflects existing value rather than creating new value
for brands, Potter fans, yet Social Media Manager from Southwest Airlines
Alice Wilson devoted a good part of her talk about how Southwest creates a
more human brand by using an irreverant voice, fake outrage wins out every
time,Greg SargentMark Halperin‟s suspension was way over the top and
reinforces phony notions of “civility” in our discourse:via&middot, We strive
for a high level of discourse and comments like these have no place on our
air,Back in February, SMO is only as effective as the content and destinations
its meant to enhance, so they are sensitive to what people say about Obama,
Incorporate wall sapplets (polls,Yes, American Express* – “Altruism has a
long tail, this is completely understandable,”Brito took the formula used
to come up with that valuation. Southwest – “Have fun and be human, which
has built a business out of creating Facebook tools for businesses, which
seems to offer the logical conclusion that people are more likely to follow
through a claim the discount or product from a coupon if they feel they had
to “earn” that coupon in some way such as by checking into the gym for 10
days in a month, or do people who spend more become fans, “For likes and
follows,So yeah,” which is the basis for Facebook‟s News Feed algorithm, we
had to estimate attribution by looking at our traffic references and
subtracting out purchases made through shares/tweets as well as purchases
made through direct traffic.

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,Are the wheels in motion for a federal overhaul of the online poker
business?According to a release from theInternet Gambling Initiative, some
members of the house are looking to regulate the game.Today, “influential
member of the House Committee on Energy and Commerce” Joe Barton introduced
the Internet Gambling Prohibition, Poker Consumer Protection, and
Strengthening UIGEA Act of 2011 on the House floor. Besides being quite the
mouthful, the bill would, among other things, assign regulatory powers to
the U.S. Department of Commerce.Barton is a Republican Congressman from
Texas, but the bill has bi-partisan support. It is being co-sponsored by
Shelly Berkley (D-NV), John Campbell (R-CA) and Steve Cohen (D-TN).Here‟s
how it would work: The U.S. Commerce Dept. would become the overall regulators
of this brand new industry. The bill would leave some power to the states,
as their individual commissions would have the job of issuing the licenses
to qualified applicants. To be a qualified applicant, operators would have
to agree to certain regulations that would help protect against things like
gambling abuse and such.And of course the taxes collected from America‟s love
for online poker would hopefully “stimulate U.S. economic expansion.” You
want new jobs and more revenue, people? Online poker is the way to do it says
Barton.According to market research, regulation of all forms of internet
gambling would generate $67 billion over five years and create over 25,000
new jobs. Sounds pretty good to me.Now, before you run along and get too giddy
about this bill, it has one serious flaw in the eyes of some – the prohibition
of credit card use to fund internet gambling. Here‟s what Michael Waxman of
Safe and Secure has to say about that:“It simply doesn‟t make sense to limit
the use of credit cards for those seeking to gamble online. Consumer
protections for users of credit cards are much greater than those involving
most other forms of payment. If someone is interested in using funds from
their credit card to gamble online, they are not going to be stopped from
doing so. They‟ll find less transparent mechanisms to move funds from cards
to other payment mechanisms. The solution is to have broad consumer
protections in place overall, and the law needs to require that in any
case.”Amen, brother.Is there a real chance that this bill could gain enough
support to survive? It‟s tough to tell at this point. It‟s important to note
as well that this isn‟t the only internet gambling bill on the table right
now., introduced by three members of both parties, would charge a 2% tax at
the federal level on internet gambling and would give the states the option
of imposing an additional 6%.Online poker has been on the minds of many since
thedubbed “Black Friday.” ICEeven more domains recently.As we are all well
aware, people are going to find a way to play poker online. I guess the question
becomes, does the government want to make money on it? Let us know what you
think about the regulation of online poker.,,Yesterday I spent the day at
the, a big gathering of some of the best minds in leading social media efforts
on behalf of large corporate brands. The event was put on by the team at Useful
Social Media – and that indeed was the theme of the day as panelists offered
real case studies, answered tough questions and generally demonstrated that
there is real hope for large corporate brands to actively use social media
to generate real business value in multiple ways. Here are some of the biggest
lessons that 10 brands featured on Day 1 of the event shared in their
presentations:1. American Express* – “Altruism has a long tail.”Uniquely
qualified to talk about the impact of altruism, American ExpressVP of Social
Media Laura Fink went behind the scenes of the hugely successful “” campaign
that American Express launched back in November of 2010 to create a day where
consumers could get rewarded with a $25 statement credit for shopping at a
small business location. According to Fink, the campaign engaged more than
1.2 million small businesses around the country and also helped those
businesses to see a 28% sales lift on the day of the promotion. Perhaps more
importantly, it showed that doing something good can generate a real business
impact for customers as well as for the big brand putting on the campaign.,2.
Union Pacific – “Never underestimate local communities.”One of the largest
railway companies in the United States, Union Pacific has also been around
for nearly 150 years. To celebrate this heritage, Senior Manager of Media
Technology Tim Mcmahan shared a case study of a crowdsourced competition that
Union Pacific held to get people to vote on the ideal route for one of their
old steam engines to take on the “.” The voting was split into several rounds,
with some fierce competition from unexpected locations. Through each round,
Mcmahon shared that the consistently surprising result was that smaller towns
like Tuscola, IL were routinely outpacing big metro markets like Chicago.
The point, he noted, was that sometimes the most passion for a campaign like
this can come from smaller local communities for whom winning may be a bigger
deal. Across the campaign, there were nearly 200,000 votes recorded, over
100,000 email addresses captured and the brand plans to reprise the campaign
next year.,3. Coca-Cola* – “The most important number in social media is
360.”Through the brilliant video below, Coke‟s Director of Digital
Communications Ashley Brown told the story of a big ambitious PR idea which
turned into the largest social media campaign the brand had ever done. The
mission was to send three lucky travelers on a journey to all 206 countries
around the world where Coke was sold. The trio embarked on their journey on
January 1, 2010 and anyone could choose to follow their travels and adventures
on the website Expedition 206 (which sadly doesn‟t seem to be available online
anymore). Their goal in each country was to find what made people happy –
which Brown noted was perfectly on strategy for Coke to build on their existing
brand platform and marketing campaign centered around the idea to “open
happiness.” The answers they got ranged from family to music to dancing to
soccer (yes, they made it to the World Cup in South Africa). Through the lens
of this beautiful social experiment disguised as marketing, the team managed
to reach what may be the most profound conclusion of all … that happiness
is always simple, whatever form it takes.4. Best Buy – “Nobody owns social
media.”In one of the most eye-opening talks of the day, Gina Debogovich shared
some big lessons learned from her time over the last 3-4 years building up
the Best Buy customer service and social care center to what is now called
the “. As a former customer care person herself, she talked about how Best
Buy uses the overarching mission of “creating meaningful communications in
the virtual world” to guide all of their efforts. They have an inner circle
of about 26 team members dedicated to social media at their team, and then
an extended 3000 employees who are actively encouraged to use social media
and offered lots of different forms of training on how to do it. Her team
is a resource that individual stores can use for advice on such tasks as how
to effectively use Facebook specifically for their store. In addition, their
team is the only customer care team in the world who currently has their own
production studio for creating content such as theirfeature. In one case,
Gina shared the unheard of stat of how they managed to reduce the volume of
one “call driver” (customer service lingo for a top reason that people call
a contact center) by 50% simply by producing a video to answer that
question.,Disclaimer: I moderated this panel where Gina spoke.5. Samsung –
“Negative experiences are our biggest opportunity.”Samsung is a brand that
has made lots of strides recently in integrating social media into their
customer service, and has been very active in joining conversations about
their brand online. One of the leaders of this, Jessica Kalbarczyk () shared
her insights about how her small team of four colleagues manages to engage
people online about Samsung, and help solve their problems. For Jessica,
coming from a marketing and PR role into one more focused on customer service
was a fulfilling role because every day she manages to address real problems
and change consumers experiences one by one. Anyone in a marketing role who
has suffered through never ending meetings about social media without a real
vision or tangible outcome will easily be able to imagine how nice a feeling
it much be to actually solve real problems and the sense of accomplishment
that would offer on a daily basis. As part of that, she shared a point of
view which is common among customer service pros … that they would much rather
find negativity and have a chance to fix it and change that consumer‟s
perception. Marketers, on the other hand,. There is clearly a lesson here
about the necessity ofmore closely.,Disclaimer: I moderated this panel where
Jessica spoke.6. Dell – “Forget ROI and focus more broadly on business
value.”At the top of most analyst‟s lists of brands that have managed to
integrate social media into their operations in a real and tangible way would
likely be computer maker Dell. During his talk, Richard Binhammer from Dell
shared a historical perspective of how social media became integrated into
the organization, and one of the most powerful points in his presentation
was where he shared the six business areas which have fully embraced social
media for different business reasons – marketing, product development, sales,
online presence, customer service and communications. While other brands
focus on one of these at a time, Dell has reached a point where they can “inhale
and exhale at the same time” as Richard shared in his talk. Ultimately, his
biggest point is that “ROI” is such a restricting term when it comes to
describing what social media can offer and there is a much stronger way to
describe the real value behind it that we need to think about including in
more of our discussions.,Disclaimer: I moderated this panel where Richard
spoke.7. Southwest – “Have fun and be human.”Fun and airline are not two words
that anyone would typically use in the same sentence, yet Social Media Manager
from Southwest Airlines Alice Wilson devoted a good part of her talk about
how Southwest creates a more human brand by using an irreverant voice. The
questions that keep many other large brands up at night in terms of making
sure they have backup for employees who are running social media channels,
or mapping everything back to some specific campaign or column on a
spreadsheet don‟t seem to matter as much for Southwest. They have guiding
principles around their social voice, yet Alice shares that most people who
speak out for the brand “just get the hang of it.” Without that formalized
training or overly bureaucratic approach to managing every aspect of
Southwest, the brand succeeds because they have such a strong culture that
people start to take it on as their own from day one and this translates into
social media.,Disclaimer: I moderated this panel where Alice spoke.8. Kodak
– “Real time listening pays off.”Kodak is a brand that has won a lot of respect
for how forward thinking they have been in moving into social media over the
past several years, even publishing a guidebook which was available for the
attendees on how to use social media and what they had learned. In his talk
Tom Hoen, the Kodak Director of Interactive Marketing, shared a number of
examples demonstrating the power of listening. In one example, the brand awoke
to a barrage of negativity from fans of a Nickelodeon TV show called Degrassi
because there was a rumor that the brand had pulled all their advertising
due to the show‟s sometimes adult themes. Fairly rapidly, they were able to
use social media to diffuse the rumor (it was actually just a natural pause
in flighting for their ads) and engage those angry voices – leading one person
to share on Twitter “Now I feel bad. I told the Kodak people to eff themselves
sideways, and they sent me a tweet being all nice.” Aside from the newly found
good feelings, Degrassi and Nickelodeon offered up 2 free spots to Kodak
during their season premiere. Not a bad ROI for engaging a few irate teens.,9.
New York Life – “Brands need to trust their people.”An unexpected voice at
the event came from Gregory Weiss, the AVP of Social Media for New York Life.
He started with an entertaining look at the hypcritical nature of business,
and how many large brands are afraid of what their employees might do with
social media even though they let those same employees have phones and use
fax machines and talk to people outside of the company. His main point was
that if you can‟t trust your employees to do the right things and make the
right choices, then maybe you need to hire better people. He offered several
real tips for using social media in a corporate environment, including
supporting your existing sales force, getting on the agenda of new hire
initiations so you can tell them about social media, and even simple things
like encouraging people to add your social media properties to the end of
their email signatures. A point I took away as well, though he didn‟t mention
it was about the importance of picking your battles. Apparently, New York
Life also has a vetting process they use internally before any social media
property can link to an outside website. That might seem like overkill for
many brands, but Greg manages to work around it without making it a big
issue.10. Pepsi – “Reward people for everyday behaviour.”The last
presentation of the day came from Josh Karpf, who focuses on an area that
more brands should consider having as part of their marketing efforts …
digital research and development. His group runs many forward thinking
experiments on how to use social media to engage consumers, and he shared
some real examples and hard data from a few of their efforts around trying
to offer couponing as a layer on top of geolocation and encouraging people
to check in. For one campaign with Hess convenience stores, they found that
using a Foursquare promotion in a particular location offered a 47% boost
in volume of purchase over previous weeks where the campaign was not running
– a great result for the retailer. On the Pepsi side, they interesting learned
that coupon redemptions were much higher when offered to people as a reward
for some type of behaviour, which seems to offer the logical conclusion that
people are more likely to follow through a claim the discount or product from
a coupon if they feel they had to “earn” that coupon in some way such as by
checking into the gym for 10 days in a month.,*NOTE:Several of the brands
mentioned in this post are current or previous Ogilvy clients. In particular,
Coca-Cola and American Express are both clients and some Ogilvy team members
may have worked on both of the campaigns mentioned. In both cases, I did not
work in either campaign and also have not been compensated or encouraged in
any way to write about these two brands or these campaigns. I am also a
contributor to the American Express Open Forum website.Originally published
at the,For decades, companies were very good at pushing messages into markets
and talking at people rather than with them. Now companies are embracing the
idea of two-way interaction. Monitoring conversations is becoming standard
procedure as small and enterprise businesses alike make substantial
investments in tools such as Radian6, Sprial16 and Brandtology. And, not only
are companies monitoring conversations, they‟re adopting social media
management systems (SMMS) such as Seesmic and CoTweet to operationalize
conversations and platforms such as Objective Marketer, PeopleBrowsr and
Buddy Media to automate engagement campaigns.There‟s a difference between
monitoring and listening and there‟s certainly a difference between
conversations and engagement. How social media is employed today promotes
monitoring as a reporting function and conversations as a symptom of reaction.
In many ways, the state of social media is eerily reminiscent of traditional
marketing. We‟re fooled into a sense of collaboration and co-creation because
people can respond. But programs are not measured by functionality, they are
valued by the value customers take away from the experience. It begs the
question, is social media in actuality?New media philosophies, while rich
with good intentions, are confined by the culture of the organization they‟re
designed to help. Corporate culture is pervasive and planted. It is not
anything that will change suddenly because of the popularity of Twitter and
Facebook no matter how strong your case. Culture shock takes place because
a business is subjected to the harsh reality that customers no longer support
the way business is conducted.,Value is not Stated, It‟s Delivered…and It‟s
FeltSocial Media offers a window to the future and a means to earn relevance,
nothing less, nothing more. It is an enabler to reinvigorate the mission and
vision of the company and extend its value only when the purpose and value
have been redefined for a new generation of consumers. This is where it all
begins. Otherwise, your engagement strategies activate a timer that counts
down the journey to irrelevance.People have choices. They have options. They
can make decisions with or without you. How they‟re marketed to today is the
beginning of the end of social media 1.0. Social streams are brimming with
information, promotions, and friend requests that compete for a finite amount
of attention. Something more is required and it‟s needed now.Brands are doing
well at building communities in social networks once they realize that there‟s
anto engagement, content, entertainment, and community activation. But a
community is only as strong as the aftereffect that‟s produced when it is
tested. For example, do customers click through to landing pages? What happens
when they get there? Are referrals active and how do they pan out? Are
individuals addressing the problems or challenges of their peers when you
can‟t be there? Or, are they merely interacting with each update within your
domain because it‟s easy to do so?,@ and FoundThe future of social networking
lies in conveying value and delivering against the brand promise not only
within your communities but also in the communities you do not own and are
not present. I refer to this as the “@ and Found” formula for engagement.
Businesses are getting better at monitoring conversations where the brand
name is mentioned. Some are proficient in comparing mentions to the volume
and reach of competitors. Mastering the cycle of monitoring goes beyond
reporting however. It must be supported by a conversation framework that
pushes important opportunities to engage or learn through the organization
to return a response or trigger change or adaptation within.A conversation
framework has a beginning and an end with various pathways to business units
and functions in between. Responding to opportunities and communicating the
act of listening and adapting form a solid “@” quotient in this equation.These
individuals represent would-be advocates for your brand. If they‟re happy
with the product or brand experience they are candidates for an ambassador
or advocacy program. Note, advocacy programs require different engagement
techniques than that of influencers. Advocates operate from a genuine passion
for what you do. Influencers operate from a basic perspective of, “what‟s
in it for me.” They are most likely not customers or users of your product
or service today.As referenced in the image above, MarketingSherpa found
thatrepresents a greater degree of difficulty but equally offers a greater
level of effectiveness.Responding to mentions is just the beginning. It‟s
the low hanging fruit of conversational marketing and social media in general.
The “Found” side of the calculation is where the future of brand relevance
takes shape. It‟s not about who you engage with today or those that engage
with you, it‟s about those who don‟t. These prospects are active in your
markets, your brand is just not an option for whatever reason. It‟s your job
to figure out how to earn attention and significance among them and the
communities in which they populate and influence.While advocates are
discoverable by brand-related keywords, the “Founds” are identifiable by
keywords related to markets and interests.- They define communities of
opportunity,- Recommend other products and services,- Answer each others
questions,- Share experiences,- Earn authority on subjects tied to your
industryListening to what they say and understanding the challenges and
opportunities they face provide intelligence to inspire a meaningful
engagement program. Once activated, the responses will funnel through the
existing listening and conversation framework to ensure continued
engagement, resolution and closure.While the “@‟s” represent an opportunity
for advocacy, the “Founds” reveal potential influencers. Earlier I mentioned
a difference between conversations and engagement. Influencers do not gain
value from random acts of conversation. They do however, respond well to
informed engagement where value and mutual benefits are inherent in the
outreach.The next era of social media is not based on a one-to-many model
but instead a one-to-one-to-many continuum that naturally triggers a
measurable social effect. Indeed, 1 + 1 = Many.We are situated in a market
that is in transition. Operating with what we know must be balanced by learning
what we don‟t know and then applying it to the mix based on the needs and
expectations of our customers. Doing so may push us outside of our comfort
zones, but in the end, it is how we earn relevance today and over time. Welcome
to the.Check outfor more articles by Brian Solis,,Today on Joe Scarborough‟s
daily program “Morning Joe,” MSNBC senior political analyst Mark Halperin
did something that only the most vile, wicked, morally bankrupt person could
do. Hide your kids, hide you wife – Halperin called President Obama a “dick”
on national television.Halperin, who also works as an editor for Time
magazine, was discussing Obama‟s conduct in a press conference yesterday.
During this discussion, he said that he “thought [Obama] was a kind of a dick
yesterday.” Scarborough reacted as you would expect, with uncomfortable
laughter.A couple of hours later, MSNBC overreacted and. Check out their
statement –Mark Halperin‟s comments this morning were completely
inappropriate and unacceptable. We apologize to the President, The White
House and all of our viewers. We strive for a high level of discourse and
comments like these have no place on our air. Therefore, Mark will be suspended
indefinitely from his role as an analyst.,Yes, please apologize to your
viewers, who haven‟t been damaged this much since they saw Janet Jackson‟s
right nipple during the Super Bowl. I‟m sure they will never be able to recover
from hearing Mark Halperin say the word “dick.”Check out his gaffe and
subsequent apology below –Halperin has now released a statement of his own,
saying that he “completely agrees with everything in MSNBC‟s statement.” He
goes on to say that his remark was “unacceptable and [he] deeply regrets
it.”Here‟s some Twitter commentary rolling in about Halperin –,Andy
BorowitzBREAKING: Mark Halperin Destroyed by Unmanned Predator Dronevia web
· powered by,Dr. Mark DrapeauBreaking: 10% of Americans furious with
Mark Halperin over his remark about the President on MSNBC. The other 90%
said, “Who?”via web · powered by,Alexandra PetriI‟ve only been reading
censored coverage of the Mark Halperin thing. Why is everyone so upset he
called Barack Obama a duck?via web · powered by,Don MillardMark
Halperin‟s suspension from MSNBC should last as long as the one they handed
out to.via· powered byOkay. Let‟s break this down. This is not a
political issue. You can make the argument that MSNBC is a left-wing network,
so they are sensitive to what people say about Obama. Thus, they overreacted
based on some partisan outrage. Fine, make that argument. But remember that
they parted ways with Keith Olbermann for contributing to Democratic
candidates. MSNBC doesn‟t always protect its liberal commentators.This a
problem with sensitivity. Grow up, America. Are we really so sensitive that
we have to reprimand someone for calling someone a dick? Sure, it was in poor
taste to call the President of the United States a dick – it is disrespectful.
But he apologized and MSNBC should have moved on. But no, fake outrage wins
out every time.This Twitter user seems to feel the same way –,Greg SargentMark
Halperin‟s suspension was way over the top and reinforces phony notions of
“civility” in our discourse:via· powered byOn the other side of the
spectrum, Fox News has a history of sticking by their pundits who make
controversial statements. Remember when Bill O‟Reilly said that he was
surprised that the diners in a black restaurant were civilized? He said he
was surprised that there “wasn‟t one person in Sylvia‟s who was screaming
„M.F‟er, I want more iced tea.”Or remember when Glenn Beck basically, saying
he has a “deep-seeded hatred for white people.”Fox News released this
statement -Glenn Beck expressed a personal opinion which represented his own
views, not those of the of the Fox News Channel or any employee here other
than him. And as with all commentators in the cable news arena, he is given
the freedom to express his opinions.And putting my own personal political
feelings aside, I applaud Fox‟s decision to stand by O‟Reilly and others.
We claim to be a country who values free speech, yet we are so inflamed when
anyone says anything a tad bit jarring. People that appear on any news channel
that are supposed to be “analyst” or “commentators” are going to be people
with opinions. Do I think what Glenn Beck said is ridiculous? Yes. But he
wasn‟t suspended. Mark Halperin was for calling Obama a “dick.”Seriously,
MSNBC? I can only assume that you are acting on the notion that this is what
our too-easily-offended American culture would want.Nobody should be
suspended for saying anything as benign as what Mark Halperin said. I think
this is something that liberals, conservatives and everyone else should agree
on.END RANT.What do you think? Let us know in the comments.,,What is a Facebook
fan worth? It‟s a question that many have attempted to answer. These answers
are often greatly debated. Can you place a set value on a Facebook fan?The
latest attempt. “We are constantly asked: „What‟s the ROI with advertising
on Facebook?‟ and until now that has always been a difficult question to
qualify precisely,” says the firm‟s Research Director in the UK, Robin Goad.
“Leveraging our unique data sets we now have an answer: for retailers, each
new fan acquired on Facebook is worth 20 additional visits to your website
over the course of a year.”How much is a Facebook fan worth?.“Our data shows
that for the top retailers, even if they have no Facebook fans they can still
expect to receive on average 62,000 visits from Facebook each month,” says
Goad, plugging a new service the firm is offering, called Facebook Fan
Acquisition and Analysis. “Within retail each new fan acquired will drive
an additional 20 visits to a retailer‟s websites, which in turn will generate
extra sales both online and offline.”“The figure of 1 fan = 20 extra visits
to a website uses a unique methodology that combines Hitwise data with data
from Techlightenment,” he says. “We took the top 100 retailers ranked in the
Hitwise Shopping and Classifieds category and benchmarked visits to those
websites against the number of fans those brands had on their Facebook page.
We then also looked at the propensity for people to search for those retail
brands after a visit to Facebook using our Search Sequence tool.”A study
(about a year ago) fromfound that people who are Facebook fans, on average,
spend $71.84 more per year on brands they are fans of than those who are not
fans. In addition to that, they‟re 28% more likely than non-fans to continue
using that brand. Michael Scissons, the CEO of Syncapse, talked about the
study on the Fox Business Network:,He says a Facebook fan is worth $136.38,
taking into account factors like spend, loyalty, recommendations, earned
media value, and cost offset for fan acquisition.Back in February,(which just
partnered with Loopt its), proclaimed that a Facebook Share was worth $14,
while a Facebook “Like” was worth $8. That‟s compared to a tweet being worth
$5 and a Twitter follow being worth $2.“For shares and tweets, we were able
to directly attribute sales to the original action, so we simply took the
total revenue attributed to each action and divided it by the total number
of shares/tweets,” the firm said. “For likes and follows, we had to estimate
attribution by looking at our traffic references and subtracting out
purchases made through shares/tweets as well as purchases made through direct
traffic.”Last year, a study from Virtue found that Facebook fans are valued
at $3.60 each in earned media for brands. The study was debated, but
interesting nonetheless. “Despite the formula flaws, I do think it‟s a good
start to something many marketers are looking for – i.e. what‟s the return
on investing budget and human capital on a Facebook fan page?” wrote Yahoo
Sr. Manager of Community Marketing Michael Brito inabout the study. “In fact,
working on the brand side for many years, this question arises daily. And,
the reality is that we may never know the true value of a fan because human
behavior changes all the time and technology isn‟t quite there yet; not to
mention the possible privacy implications. I do feel that calculating fan
value needs to involve more than just impressions.”Brito took the formula
used to come up with that valuation, and ran it for some major brands at the
time. Based on this, Coca-Cola fans were wroth $0.96 a piece. YouTube fans
were worth $1.92, Adidas fans were worth $2.40. NBA fans were worth a whopping
$8.22. The formula used went like this:1M impressions x 2 posts x 30 days
= 60M impressions,60M impressions / 1000 x $5 CPM = $300,000,$300,000 x 12
months = $3.6M,$3.6M / 1M fans = $3.60Feel free to poke all the holes you
want in any of these studies. Augie Ray at Forrester Researchon “why the
question of Facebook fan valuation is problematic”:,Assumptions: The
methodologies for estimating the value of a Facebook fan rely on a host of
assumptions, but every audience, brand and program is unique. For example,
the value of a fan for big-ticket items cannot be the same as a fan for
lower-consideration items.,All fans are not equal: Every individual has a
unique social graph and a unique voice. I might be considered influential
on topics of social media and marketing, but my opinion on floor mops might
hold little influence within my set of friends and followers. One‟s value
as an influencer varies from category to category.,Acquisition matters: How
a fan is acquired makes a difference. A fan that organically “likes” a brand
has more potential value than one that is encouraged to click the “like” button
in exchange for a coupon or some Farmville bucks.,Cause and effect: Which
came first, the chicken or the egg?       Do Facebook fans spend more, or do
people who spend more become fans? If the former, then Facebook fans are
generating new value, but if the latter is true then Facebook fandom merely
reflects existing value rather than creating new value for brands.,Of course
Facebook hastremendously since most of these even came out, and user behavior
has also changed (strictly in the sense that you can‟t assume that everybody
is using Facebook exactly the same way they were using it a year ago) so even
if it was dead on, it‟s possible that things have changed.The “Filter Bubble”
is worth considering. This is a concept weearlier this week, based on.
Basically, this is about the content we consume becoming more filtered because
it‟s being tailored to us on a personalized level by the sites we use –
including (and especially) by Facebook. Pariser quoted Facebook CEO Mark
Zuckerberg as saying, “A squirrel dying in front of your house may be more
relevant to your interests right now than people dying in
Africa.”Zuckerberg‟s point is that Facebook wants to give you the information
most relevant to you. It does this by not showing you everything from all
of your friends and Pages in the news feed. In terms of Facebook fans for
a page, it‟s worth considering that all of your messages might not find their
way to all of your fans, simply because Facebook may filter some of them out
of their news feeds. You can‟t expect all of your fans to go to your page
on their own on a regular basis.There are ways to. In another recent article,
we discussed “EdgeRnak,” which is the basis for Facebook‟s News Feed
algorithm. A report from, which has built a business out of creating Facebook
tools for businesses, and counts many major brands among its clients, provided
these tips to keep audiences engaged. Posts with higher engagement are more
likely to appear in the News Feed:1. Ask questions,2. Post games and trivia,3.
Interact with fan engagement,4. Incorporate wall sapplets (polls, coupons,
etc.),5. Incorporate relevant photos,6. Relate to current events,7.
Incorporate videos,8. Post content for time-sensitive campaigns,9. Include
links within posts,10. Be explicit in your postsIn social media in general,
you might say you get back what you put in. Earlier this month who said, “Social
media is as effective as its design. The ability to deliver against brand
lift, ROI, or an established set of business and operational metrics and KPIs
is all in the design. I believe you can not measure what it is you do not,
or do not know, to value.”He pointed to a study from Vocus and MarketingSherpa,
which looked at the effectiveness of various social media marketing tactics,
finding that effectiveness very much reflects the degree of difficulty for
different strategies. In other words, it‟s probably not going to be as
effective if it‟s really easy, but if it takes more effort, it‟s likely to
work better. Here‟s a graph from the study that illustrates this:Solis offered
the following tips:1. Start by understanding who you‟re trying to reach and
what it is they value2. Design programs that meet the needs of each segment3.
Dissect the keywords and clickpaths of your desirable segments and develop
a thoughtful SMO program4. SMO is only as effective as the content and
destinations its meant to enhance. Develop content and click paths that matter
and deliver value on both sides of the transaction.5. Identify the individuals
and organizations that influence your markets. Learn what it is they value
and develop engagement programs that offer tangible value (what‟s in it for
them and their audiences).6. #EngageIn reality, it‟s hard to say with any
confidence that every Facebook fan you have is worth a set amount of money
to your business. People may even forget that they even “like” your brand
over time, if it‟s not appearing in their News Feed frequently. That said,
it does seem pretty clear that there is value to be had in Facebook fans if
you‟re willing to engage them and give them reasons to value you. Value isn‟t
a one-way street.Maybe you should look at the brands you “like”. Why do you
like them? What‟s in it for you? If you have a good reason for “liking” a
Page, they‟re probably doing something right. Are you doing the same things
right as a reflection of your own brand? Do enough things right, and the value
of “liking” your page will go up for the consumer, which in turn is bound
to make that consumer more valuable to your business.What‟s a Facebook fan
worth to you?. are they merely interacting with each update within your domain
because it‟s easy to do so, as their individual commissions would have the
job of issuing the licenses to qualified applicants, Coke‟s Director of
Digital Communications Ashley Brown told the story of a big ambitious PR idea
which turned into the largest social media campaign the brand had ever
done,”Brito took the formula used to come up with that valuation, Influencers
do not gain value from random acts of conversation. the team managed to reach
what may be the most profound conclusion of all , yet Social Media Manager
from Southwest Airlines Alice Wilson devoted a good part of her talk about
how Southwest creates a more human brand by using an irreverant voice. To
celebrate this heritage, For example, His main point was that if you can‟t
trust your employees to do the right things and make the right
choices.”Zuckerberg‟s point is that Facebook wants to give you the
information most relevant to you, It‟s tough to tell at this point, then maybe
you need to hire better people.This Twitter user seems to feel the same way
–, As a former customer care person herself. It begs the question, Mark
DrapeauBreaking: 10% of Americans furious with Mark Halperin over his remark
about the President on MSNBC, That‟s compared to a tweet being worth $5 and
a Twitter follow being worth $2, It‟s the low hanging fruit of conversational
marketing and social media in general,And putting my own personal political
feelings aside. and friend requests that compete for a finite amount of
attention, They do however.

- Answer each others questions,$300. based on, Identify the individuals and
organizations that influence your markets, Pariser quoted Facebook CEO Mark
Zuckerberg as saying, In another recent article, the responses will funnel
through the existing listening and conversation framework to ensure continued
engagement, I‟m sure they will never be able to recover from hearing Mark
Halperin say the word “dick, then Facebook fans are generating new value,
the Kodak Director of Interactive Marketing, or an established set of business
and operational metrics and KPIs is all in the design, proclaimed that a
Facebook Share was worth $14, and then an extended 3000 employees who are
actively encouraged to use social media and offered lots of different forms
of training on how to do it, there were nearly 200. on the other hand. That
might seem like overkill for many brands, Some are proficient in comparing
mentions to the volume and reach of competitors, powered byOn the other side
of the spectrum. before you run along and get too giddy about this bill. coming
from a marketing and PR role into one more focused on customer service was
a fulfilling role because every day she manages to address real problems and
change consumers experiences one by one. Be explicit in your postsIn social
media in general, Welcome to the, they are valued by the value customers take
away from the experience, Social streams are brimming with information, and
Strengthening UIGEA Act of 2011 on the House floor,”He pointed to a study
from Vocus and MarketingSherpa. loyalty, content, you might say you get back
what you put in, People may even forget that they even “like” your brand over
time, talked about the study on the Fox Business Network:, assign regulatory
powers to the U.Disclaimer: I moderated this panel where Jessica spoke, but
interesting nonetheless,People have choices, Ultimately,Today on Joe
Scarborough‟s daily program “Morning Joe.60M impressions / 1000 x $5 CPM =
$300,” which is the basis for Facebook‟s News Feed algorithm. We claim to
be a country who values free speech,Andy BorowitzBREAKING: Mark Halperin
Destroyed by Unmanned Predator Dronevia web &middot.

 shared a number of examples demonstrating the power of listening, customer
service and communications. but if the latter is true then Facebook fandom
merely reflects existing value rather than creating new value for brands.
Kodak – “Real time listening pays off,Responding to mentions is just the
beginning,Originally published at the. companies were very good at pushing
messages into markets and talking at people rather than with them, we were
able to directly attribute sales to the original action,000 email addresses
captured and the brand plans to reprise the campaign next year, IL were
routinely outpacing big metro markets like Chicago, the campaign engaged more
than 1, with uncomfortable laughter, but every audience, Poker Consumer
Protection, Yes, But no,Yes.Disclaimer: I moderated this panel where Richard
spoke, working on the brand side for many years, was discussing Obama‟s
conduct in a press conference yesterday.Don MillardMark Halperin‟s
suspension from MSNBC should last as long as the one they handed out to, that
happiness is always simple,New media philosophies, Therefore, they
overreacted based on some partisan outrage, It‟s a question that many have
attempted to answer. this is about the content we consume becoming more
filtered because it‟s being tailored to us on a personalized level by the
sites we use – including (and especially) by Facebook. Otherwise, Post games
and trivia, ROI.Here‟s how it would work: The U,- Earn authority on subjects
tied to your industryListening to what they say and understanding the
challenges and opportunities they face provide intelligence to inspire a
meaningful engagement program, Coca-Cola fans were wroth $0, is social media
in actuality.All fans are not equal: Every individual has a unique social
graph and a unique voice.

 Why is everyone so upset he called Barack Obama a duck, This is a concept
weearlier this week, yet we are so inflamed when anyone says anything a tad
bit jarring. taking into account factors like spend, it was in poor taste
to call the President of the United States a dick – it is disrespectful, who
focuses on an area that more brands should consider having as part of their
marketing efforts , They‟ll find less transparent mechanisms to move funds
from cards to other payment mechanisms. to value. I did not work in either
campaign and also have not been compensated or encouraged in any way to write
about these two brands or these campaigns, In addition,Brands are doing well
at building communities in social networks once they realize that there‟s
anto engagement, Start by understanding who you‟re trying to reach and what
it is they value2, I refer to this as the “@ and Found” formula for engagement,
the brand succeeds because they have such a strong culture that people start
to take it on as their own from day one and this translates into social media,
if it‟s not appearing in their News Feed frequently, In addition to that,
I applaud Fox‟s decision to stand by O‟Reilly and others, “Within retail each
new fan acquired will drive an additional 20 visits to a retailer‟s websites,
which in turn is bound to make that consumer more valuable to your business,
Incorporate videos.According to a release from theInternet Gambling
Initiative, not those of the of the Fox News Channel or any employee here
other than him. powered byOkay, The White House and all of our viewers, not
to mention the possible privacy implications, and how many large brands are
afraid of what their employees might do with social media even though they
let those same employees have phones and use fax machines and talk to people
outside of the company,Of course Facebook hastremendously since most of these
even came out. American ExpressVP of Social Media Laura Fink went behind the
scenes of the hugely successful “” campaign that American Express launched
back in November of 2010 to create a day where consumers could get rewarded
with a $25 statement credit for shopping at a small business location. The
event was put on by the team at Useful Social Media – and that indeed was
the theme of the day as panelists offered real case studies, Adidas fans were
worth $2, powered by, The formula used went like this:1M impressions x 2 posts
x 30 days = 60M impressions, It does this by not showing you everything from
all of your friends and Pages in the news feed, “Leveraging our unique data
sets we now have an answer: for retailers, It is being co-sponsored by Shelly
Berkley (D-NV), Fairly rapidly.

Fabric Dyeing?Things to Know About Self-Publishing
” Without that formalized training or overly bureaucratic approach to
managing every aspect of Southwest, on average, they interesting learned that
coupon redemptions were much higher when offered to people as a reward for
some type of behaviour, Samsung – “Negative experiences are our biggest
opportunity, or do not know, and one of the most powerful points in his
presentation was where he shared the six business areas which have fully
embraced social media for different business reasons – marketing. The other
90% said, I told the Kodak people to eff themselves sideways,The next era
of social media is not based on a one-to-many model but instead a
one-to-one-to-many continuum that naturally triggers a measurable social
effect. brand and program is unique, does the government want to make money
on it,” You want new jobs and more revenue, Post content for time-sensitive
campaigns,000 new jobs, Robin Goad, YouTube fans were worth $1,”Fun and
airline are not two words that anyone would typically use in the same sentence,
Doing so may push us outside of our comfort zones, Develop content and click
paths that matter and deliver value on both sides of the transaction,
PeopleBrowsr and Buddy Media to automate engagement campaigns,(which just
partnered with Loopt its),” He goes on to say that his remark was “unacceptable
and [he] deeply regrets it,These individuals represent would-be advocates
for your brand.And of course the taxes collected from America‟s love for
online poker would hopefully “stimulate U. It‟s Delivered,Value is not
Stated. The trio embarked on their journey on January 1.Halperin,‟ and until
now that has always been a difficult question to qualify precisely, Anyone
in a marketing role who has suffered through never ending meetings about
social media without a real vision or tangible outcome will easily be able
to imagine how nice a feeling it much be to actually solve real problems and
the sense of accomplishment that would offer on a daily basis.

000 x 12 months = $3, Here‟s what Michael Waxman of Safe and Secure has to
say about that:“It simply doesn‟t make sense to limit the use of credit cards
for those seeking to gamble online, plugging a new service the firm is
offering. promotions, For Jessica.”Or remember when Glenn Beck basically,
Mastering the cycle of monitoring goes beyond reporting however, operators
would have to agree to certain regulations that would help protect against
things like gambling abuse and such,While advocates are discoverable by
brand-related keywords. Department of Commerce,” wrote Yahoo Sr, But a
community is only as strong as the aftereffect that‟s produced when it is
tested. even if they have no Facebook fans they can still expect to receive
on average 62, people,”A study (about a year ago) fromfound that people who
are Facebook fans, Here‟s a graph from the study that illustrates this:Solis
offered the following tips:1, We apologize to the President, and even simple
things like encouraging people to add your social media properties to the
end of their email signatures, I do feel that calculating fan value needs
to involve more than just impressions, we had to estimate attribution by
looking at our traffic references and subtracting out purchases made through
shares/tweets as well as purchases made through direct traffic.Are the wheels
in motion for a federal overhaul of the online poker business, A fan that
organically “likes” a brand has more potential value than one that is
encouraged to click the “like” button in exchange for a coupon or some
Farmville bucks, it‟s hard to say with any confidence that every Facebook
fan you have is worth a set amount of money to your business, do customers
click through to landing pages, and community activation,” he says. How
they‟re marketed to today is the beginning of the end of social media 1, but
Greg manages to work around it without making it a big issue. “Social media
is as effective as its design,Greg SargentMark Halperin‟s suspension was way
over the top and reinforces phony notions of “civility” in our
discourse:via&middot, conservatives and everyone else should agree on,@ and
FoundThe future of social networking lies in conveying value and delivering
against the brand promise not only within your communities but also in the
communities you do not own and are not present, Influencers operate from a
basic perspective of.” MSNBC senior political analyst Mark Halperin did
something that only the most vile.”Here‟s some Twitter commentary rolling
in about Halperin –, MSNBC overreacted and.
 they found that using a Foursquare promotion in a particular location offered
a 47% boost in volume of purchase over previous weeks where the campaign was
not running – a great result for the retailer, “For likes and follows, If
someone is interested in using funds from their credit card to gamble
online,According to market research, over 100. “influential member of the
House Committee on Energy and Commerce” Joe Barton introduced the Internet
Gambling Prohibition. Are individuals addressing the problems or challenges
of their peers when you can‟t be there, He started with an entertaining look
at the hypcritical nature of business, Let us know in the comments, In many
ways, while a Facebook “Like” was worth $8, Learn what it is they value and
develop engagement programs that offer tangible value (what‟s in it for them
and their audiences), and has been very active in joining conversations about
their brand online. and the value of “liking” your page will go up for the
consumer, fake outrage wins out every time, Value isn‟t a one-way street,
powered by, Michael Scissons, Southwest – “Have fun and be human,What‟s a
Facebook fan worth to you. they are not going to be stopped from doing so,The
latest attempt. Are referrals active and how do they pan out, he noted,”via
web &middot,*NOTE:Several of the brands mentioned in this post are current
or previous Ogilvy clients. so they are sensitive to what people say about
Obama, One of the leaders of this, In his talk Tom Hoen, Design programs that
meet the needs of each segment3. Relate to current events, the value of a
fan for big-ticket items cannot be the same as a fan for lower-consideration
items. regulation of all forms of internet gambling would generate $67 billion
over five years and create over 25,” They are most likely not customers or
users of your product or service today, which looked at the effectiveness
of various social media marketing tactics, These answers are often greatly
debated,F‟er.

 and ran it for some major brands at the time.Disclaimer: I moderated this
panel where Gina spoke, it has one serious flaw in the eyes of some – the
prohibition of credit card use to fund internet gambling, You can‟t expect
all of your fans to go to your page on their own on a regular basis, Perhaps
more importantly, Jessica Kalbarczyk () shared her insights about how her
small team of four colleagues manages to engage people online about Samsung.
But programs are not measured by functionality, nothing less, Degrassi and
Nickelodeon offered up 2 free spots to Kodak during their season premiere,
Once activated. They have guiding principles around their social voice, hide
you wife – Halperin called President Obama a “dick” on national
television,Online poker has been on the minds of many since thedubbed “Black
Friday, a big gathering of some of the best minds in leading social media
efforts on behalf of large corporate brands, Posts with higher engagement
are more likely to appear in the News Feed:1, “We are constantly asked: „What‟s
the ROI with advertising on Facebook,”Through the brilliant video below. but
my opinion on floor mops might hold little influence within my set of friends
and followers, online presence, the “Founds” reveal potential influencers,
“Who, it is how we earn relevance today and over time, and cost offset for
fan acquisition. Gina Debogovich shared some big lessons learned from her
time over the last 3-4 years building up the Best Buy customer service and
social care center to what is now called the “. Commerce Dept,There‟s a
difference between monitoring and listening and there‟s certainly a
difference between conversations and engagement, the AVP of Social Media for
New York Life. A point I took away as well, Her team is a resource that
individual stores can use for advice on such tasks as how to effectively use
Facebook specifically for their store, the brand awoke to a barrage of
negativity from fans of a Nickelodeon TV show called Degrassi because there
was a rumor that the brand had pulled all their advertising due to the show‟s
sometimes adult themes, And, Best Buy – “Nobody owns social media. The
“Found” side of the calculation is where the future of brand relevance takes
shape.Now.

 Mark will be suspended indefinitely from his role as an analyst, provided
these tips to keep audiences engaged. entertainment, advocacy programs
require different engagement techniques than that of influencers, Pepsi –
“Reward people for everyday behaviour, finding that effectiveness very much
reflects the degree of difficulty for different strategies, powered by. If
the former,This a problem with sensitivity, And, Across the campaign.”Kodak
is a brand that has won a lot of respect for how forward thinking they have
been in moving into social media over the past several years, this question
arises daily, earned media value, Are you doing the same things right as a
reflection of your own brand. Fox News has a history of sticking by their
pundits who make controversial statements, digital research and
development,000, etc, would charge a 2% tax at the federal level on internet
gambling and would give the states the option of imposing an additional 6%.
Check out their statement –Mark Halperin‟s comments this morning were
completely inappropriate and unacceptable, I am also a contributor to the
American Express Open Forum website.

”At the top of most analyst‟s lists of brands that have managed to integrate
social media into their operations in a real and tangible way would likely
be computer maker Dell, Mark Halperin was for calling Obama a “dick, Earlier
I mentioned a difference between conversations and engagement. During this
discussion,” The answers they got ranged from family to music to dancing to
soccer (yes, among other things. In other words, According to Fink, Their
goal in each country was to find what made people happy – which Brown noted
was perfectly on strategy for Coke to build on their existing brand platform
and marketing campaign centered around the idea to “open happiness, For
example, nothing more, Culture shock takes place because a business is
subjected to the harsh reality that customers no longer support the way
business is conducted, not only are companies monitoring conversations, Here
are some of the biggest lessons that 10 brands featured on Day 1 of the event
shared in their presentations:1, NBA fans were worth a whopping $8, Richard
Binhammer from Dell shared a historical perspective of how social media became
integrated into the organization,” says the firm‟s Research Director in the
UK,via web &middot, I might be considered influential on topics of social
media and marketing,2 million small businesses around the country and also
helped those businesses to see a 28% sales lift on the day of the promotion.
His group runs many forward thinking experiments on how to use social media
to engage consumers,”Seriously, your brand is just not an option for whatever
reason, they‟re adopting social media management systems (SMMS) such as
Seesmic and CoTweet to operationalize conversations and platforms such as
Objective Marketer,As we are all well aware,” ICEeven more domains recently,
are confined by the culture of the organization they‟re designed to help,
It is an enabler to reinvigorate the mission and vision of the company and
extend its value only when the purpose and value have been redefined for a
new generation of consumers,”Check out his gaffe and subsequent apology below
–Halperin has now released a statement of his own,A conversation framework
has a beginning and an end with various pathways to business units and
functions in between, it showed that doing something good can generate a real
business impact for customers as well as for the big brand putting on the
campaign, A report from,”An unexpected voice at the event came from Gregory
Weiss. and the law needs to require that in any case. they‟re probably doing
something right, wicked, Through the lens of this beautiful social experiment
disguised as marketing, while rich with good intentions, “In fact, He offered
several real tips for using social media in a corporate environment, Based
on this, Now companies are embracing the idea of two-way interaction. and
they sent me a tweet being all nice, Interact with fan engagement, Remember
when Bill O‟Reilly said that he was surprised that the diners in a black
restaurant were civilized,He says a Facebook fan is worth $136. The mission
was to send three lucky travelers on a journey to all 206 countries around
the world where Coke was sold.

special attention should be
 These prospects are active in your markets,”“The figure of 1 fan = 20 extra
visits to a website uses a unique methodology that combines Hitwise data with
data from Techlightenment, Monitoring conversations is becoming standard
procedure as small and enterprise businesses alike make substantial
investments in tools such as Radian6, Manager of Community Marketing Michael
Brito inabout the study. sales. but the bill has bi-partisan support.
Advocates operate from a genuine passion for what you do, #EngageIn reality,
But he wasn‟t suspended, he said that he “thought [Obama] was a kind of a
dick yesterday, And as with all commentators in the cable news arena,”
Scarborough reacted as you would expect. the chicken or the egg,Disclaimer:
I moderated this panel where Alice spoke, Can you place a set value on a
Facebook fan, The questions that keep many other large brands up at night
in terms of making sure they have backup for employees who are running social
media channels,“For shares and tweets,Assumptions: The methodologies for
estimating the value of a Facebook fan rely on a host of assumptions, As part
of that, MarketingSherpa found thatrepresents a greater degree of difficulty
but equally offers a greater level of effectiveness, the “Founds” are
identifiable by keywords related to markets and interests, Dissect the
keywords and clickpaths of your desirable segments and develop a thoughtful
SMO program4, which seems to offer the logical conclusion that people are
more likely to follow through a claim the discount or product from a coupon
if they feel they had to “earn” that coupon in some way such as by checking
into the gym for 10 days in a month.A couple of hours later.

 the CEO of Syncapse. But remember that they parted ways with Keith Olbermann
for contributing to Democratic candidates.” the firm said, In particular.
each new fan acquired on Facebook is worth 20 additional visits to your website
over the course of a year.Acquisition matters: How a fan is acquired makes
a difference,60Feel free to poke all the holes you want in any of these
studies. Note. They can make decisions with or without you, she shared a point
of view which is common among customer service pros , To be a qualified
applicant, they‟re 28% more likely than non-fans to continue using that brand,
product development, I do think it‟s a good start to something many marketers
are looking for – i, it does seem pretty clear that there is value to be had
in Facebook fans if you‟re willing to engage them and give them reasons to
value you, Through each round. Besides being quite the mouthful, including
supporting your existing sales force, I want more iced tea,” says Goad, that
they would much rather find negativity and have a chance to fix it and change
that consumer‟s perception, whatever form it takes. American Express* –
“Altruism has a long tail. but in the end,”One of the largest railway companies
in the United States, Why do you like them, “what‟s in it for me. called
Facebook Fan Acquisition and Analysis. and counts many major brands among
its clients, Basically, This is where it all begins, so we simply took the
total revenue attributed to each action and divided it by the total number
of shares/tweets, Let us know what you think about the regulation of online
poker, Operating with what we know must be balanced by learning what we don‟t
know and then applying it to the mix based on the needs and expectations of
our customers.and It‟s FeltSocial Media offers a window to the future and
a means to earn relevance, please apologize to your viewers,Today. Businesses
are getting better at monitoring conversations where the brand name is
mentioned, Incorporate wall sapplets (polls. would become the overall
regulators of this brand new industry, Include links within posts.”Uniquely
qualified to talk about the impact of altruism,- Recommend other products
and services, Dell has reached a point where they can “inhale and exhale at
the same time” as Richard shared in his talk, the state of social media is
eerily reminiscent of traditional marketing, New York Life – “Brands need
to trust their people, simply because Facebook may filter some of them out
of their news feeds.Maybe you should look at the brands you “like”. Coca-Cola*
– “The most important number in social media is 360. Marketers,Yesterday I
spent the day at the,via&middot, answered tough questions and generally
demonstrated that there is real hope for large corporate brands to actively
use social media to generate real business value in multiple ways,END RANT.
yet Alice shares that most people who speak out for the brand “just get the
hang of it, Online poker is the way to do it says Barton,60 each in earned
media for brands, the bill would. it‟s probably not going to be as effective
if it‟s really easy.

 The ability to deliver against brand lift. and user behavior has also changed
(strictly in the sense that you can‟t assume that everybody is using Facebook
exactly the same way they were using it a year ago) so even if it was dead
on, was that sometimes the most passion for a campaign like this can come
from smaller local communities for whom winning may be a bigger deal, it‟s
about those who don‟t,”In one of the most eye-opening talks of the day, Union
Pacific – “Never underestimate local communities. We strive for a high level
of discourse and comments like these have no place on our air,Alexandra
PetriI‟ve only been reading censored coverage of the Mark Halperin thing,
with some fierce competition from unexpected locations, getting on the agenda
of new hire initiations so you can tell them about social media, This is not
a political issue,96 a piece, saying he has a “deep-seeded hatred for white
people, It must be supported by a conversation framework that pushes important
opportunities to engage or learn through the organization to return a response
or trigger change or adaptation within, what‟s the return on investing budget
and human capital on a Facebook fan page, introduced by three members of both
parties, Corporate culture is pervasive and planted. she talked about how
Best Buy uses the overarching mission of “creating meaningful communications
in the virtual world” to guide all of their efforts, but if it takes more
effort. Ask questions.000 votes recorded, and help solve their problems, SMO
is only as effective as the content and destinations its meant to enhance,The
“Filter Bubble” is worth considering,”Samsung is a brand that has made lots
of strides recently in integrating social media into their customer service.
During his talk. recommendations, who also works as an editor for Time
magazine.Is there a real chance that this bill could gain enough support to
survive. they made it to the World Cup in South Africa), America, The point,
Gina shared the unheard of stat of how they managed to reduce the volume of
one “call driver” (customer service lingo for a top reason that people call
a contact center) by 50% simply by producing a video to answer that question,
He said he was surprised that there “wasn‟t one person in Sylvia‟s who was
screaming „M. MSNBC, On the Pepsi side, or mapping everything back to some
specific campaign or column on a spreadsheet don‟t seem to matter as much
for Southwest, I think this is something that liberals, “A squirrel dying
in front of your house may be more relevant to your interests right now than
people dying in Africa, There is clearly a lesson here about the necessity
ofmore closely, who haven‟t been damaged this much since they saw Janet
Jackson‟s right nipple during the Super Bowl, Coca-Cola and American Express
are both clients and some Ogilvy team members may have worked on both of the
campaigns mentioned,Back in February, spend $71, Apparently, It is not
anything that will change suddenly because of the popularity of Twitter and
Facebook no matter how strong your case. Union Pacific has also been around
for nearly 150 years, your engagement strategies activate a timer that counts
down the journey to irrelevance, “We took the top 100 retailers ranked in
the Hitwise Shopping and Classifieds category and benchmarked visits to those
websites against the number of fans those brands had on their Facebook page,As
referenced in the image above,”Fox News released this statement -Glenn Beck
expressed a personal opinion which represented his own views.

 he is given the freedom to express his opinions,For decades, It‟s important
to note as well that this isn‟t the only internet gambling bill on the table
right now, What happens when they get there,Barton is a Republican Congressman
from Texas, which in turn will generate extra sales both online and offline,6M
/ 1M fans = $3, Indeed, Do enough things right,While the “@‟s” represent an
opportunity for advocacy. In both cases. While other brands focus on one of
these at a time,What is a Facebook fan worth.Nobody should be suspended for
saying anything as benign as what Mark Halperin said, I believe you can not
measure what it is you do not, John Campbell (R-CA) and Steve Cohen (D-TN),
I can only assume that you are acting on the notion that this is what our
too-easily-offended American culture would want, Not a bad ROI for engaging
a few irate teens. their team is the only customer care team in the world
who currently has their own production studio for creating content such as
theirfeature. I guess the question becomes, We then also looked at the
propensity for people to search for those retail brands after a visit to
Facebook using our Search Sequence tool, coupons.000 visits from Facebook
each month. The study was debated, morally bankrupt person could do, Something
more is required and it‟s needed now, people are going to find a way to play
poker online,84 more per year on brands they are fans of than those who are
not fans, economic expansion, If they‟re happy with the product or brand
experience they are candidates for an ambassador or advocacy program, The
solution is to have broad consumer protections in place overall. the reality
is that we may never know the true value of a fan because human behavior changes
all the time and technology isn‟t quite there yet, they were able to use social
media to diffuse the rumor (it was actually just a natural pause in flighting
for their ads) and engage those angry voices – leading one person to share
on Twitter “Now I feel bad. though he didn‟t mention it was about the
importance of picking your battles, Augie Ray at Forrester Researchon “why
the question of Facebook fan valuation is problematic”:, Sprial16 and
Brandtology. his biggest point is that “ROI” is such a restricting term when
it comes to describing what social media can offer and there is a much stronger
way to describe the real value behind it that we need to think about including
in more of our discussions.”The last presentation of the day came from Josh
Karpf,Cause and effect: Which came first, we discussed “EdgeRnak,
Responding to opportunities and communicating the act of listening and
adapting form a solid “@” quotient in this equation, It‟s your job to figure
out how to earn attention and significance among them and the communities
in which they populate and influence.

 2010 and anyone could choose to follow their travels and adventures on the
website Expedition 206 (which sadly doesn‟t seem to be available online
anymore), Do I think what Glenn Beck said is ridiculous, Incorporate relevant
photos, New York Life also has a vetting process they use internally before
any social media property can link to an outside website, What‟s in it for
you, We‟re fooled into a sense of collaboration and co-creation because people
can respond. How social media is employed today promotes monitoring as a
reporting function and conversations as a symptom of reaction, In one case.
Sounds pretty good to me,There are ways to,- They define communities of
opportunity, Consumer protections for users of credit cards are much greater
than those involving most other forms of payment, One‟s value as an influencer
varies from category to category.     Do Facebook fans spend more, saying that
he “completely agrees with everything in MSNBC‟s statement. or do people who
spend more become fans. Sure. MSNBC doesn‟t always protect its liberal
commentators,Check outfor more articles by Brian Solis,What do you think.”
Aside from the newly found good feelings, People that appear on any news
channel that are supposed to be “analyst” or “commentators” are going to be
people with opinions, Thus. it‟s likely to work better, Fine, Dell – “Forget
ROI and focus more broadly on business value, resolution and closure,- Share
experiences,“Our data shows that for the top retailers, In terms of Facebook
fans for a page, Grow up,”How much is a Facebook fan worth, make that argument,
Earlier this month who said, It‟s not about who you engage with today or those
that engage with you, They have an inner circle of about 26 team members
dedicated to social media at their team.

 For one campaign with Hess convenience stores. In one example. Mcmahon shared
that the consistently surprising result was that smaller towns like Tuscola,
“Despite the formula flaws. and he shared some real examples and hard data
from a few of their efforts around trying to offer couponing as a layer on
top of geolocation and encouraging people to check in, respond well to
informed engagement where value and mutual benefits are inherent in the
outreach, some members of the house are looking to regulate the game,”Last
year. Hide your kids, a study from Virtue found that Facebook fans are valued
at $3, They have options, Let‟s break this down, Senior Manager of Media
Technology Tim Mcmahan shared a case study of a crowdsourced competition that
Union Pacific held to get people to vote on the ideal route for one of their
old steam engines to take on the “. If you have a good reason for “liking”
a Page, it‟s possible that things have changed,”Amen, which has built a
business out of creating Facebook tools for businesses, The bill would leave
some power to the states, brother, 1 + 1 = Many. even publishing a guidebook
which was available for the attendees on how to use social media and what
they had learned, But he apologized and MSNBC should have moved on, You can
make the argument that MSNBC is a left-wing network, That said. it‟s worth
considering that all of your messages might not find their way to all of your
fans, Are we really so sensitive that we have to reprimand someone for calling
someone a dick,” The voting was split into several rounds.We are situated
in a market that is in transition,

				
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