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Last month, I participated on a citywide effort to bring greater awareness to the problem of child abuse in our community. It was called Cardboard Kids. On April 3, two-foot-high cardboard cutouts similar to a “flat Stanley” appeared all over San Antonio and the surrounding areas. 5846 of them – one to represent each confirmed child victim of abuse or neglect in Bexar County last year – were decorated in all shapes and styles and appeared in government offices, grocery stores, businesses, yards, schools, and hospitals. All had a name tag on the front and an explanation on the back.
We wanted people who saw a Cardboard Kid to do these things: read what it was about on the back, take a picture with it and share it with the hashtag #cardboardkidssa. We had some ambitious ideas about what might happen on April 3, but we naturally had a lot of questions. Would people see them? Would they visit the web site? Would they take a picture and use the hashtag?
There were many elements to this campaign, but the social media elements were focused in four areas.
First, we reached out to influential San Antonio bloggers and asked them to help spread the word. To assist in that effort, we invited them to a coffee hour with the ChildSafe team to hear about the problem of abuse in our community and how we thought Cardboard Kids could create greater awareness of the problem. We also developed a content package for them to share easily in their preferred social channels.
The second element of our campaign was a content strategy for ChildSafe’s existing social media channels.
Third, we communicated frequently with the organizations and individuals who had been decorating many of the Cardboard Kids in the previous months.
Finally, we used the social media amplification service Thunderclap and organized 100 influencers to “donate” a Tweet or Facebook post to be released on the morning of April 3. (thunderclap screen grab)
We laid a strong foundation for this effort in the weeks before the event, but the real magic happens when the campaign takes on a life of its own. The connections we made through social media helped to make that happen. In fact, two of the bloggers – Colleen Pence and Stacy Teet – curated an online magazine using Flipboard to put all the photos in one place.
We are still analyzing the impact of this campaign, using Zoetica Media’s Framework for Social Media Measurement, but here’s the preliminary impact of the Cardboard Kids campaign:
- Tripled the activity on ChildSafe’s social media channels in the 15 day period
- 952 Tweets from 525 contributors created an estimated 1.34 mm impressions on Twitter
- Facebook reach increased by 40%; fans increased by 30%
- More than 2,700 unique visitors to the dedicated Cardboard Kids microsite. It was the number one landing page during the 15 day period
- 100 Thunderclap participants created 140,000 social impressions
- 1400 photos with hashtags appeared on Instagram; more than 100 photos per hour were uploaded to this channel on April 3.
The ChildSafe team believes that awareness of their cause has never been higher, due at least in part to the addition of Cardboard Kids to their already-jam packed activity level during Child Abuse Awareness Month.
What is truly significant is that the number of “walk-in” cases arriving at ChildSafe this April is eight times higher than the number of walk-ins from a year ago. (39 in April 2014; 5 in April 2013). While the individual social channels were important to this cause, the most important takeaway is that we’re starting to reach the people who need our help the most.
At the SoloPR Summit in Atlanta, I had the opportunity to talk with Brent Smith and Casey Colclough about Social Strategy for their Business In the Morning Podcast.
They had some interesting questions about the ROI of social media, channel selection for B2B versus B2C clients, and what to do with an abandoned Facebook page. Also, I got to chat about the why of your social strategy, which is perhaps the most important question of all. You can listen to the full interview here.
Part 2 of the $100 Facebook Ad Experiment
Last week I wrote about how Facebook is pushing Brand Pages into advertising in order to preserve their reach to fans. And I gave an example of the first ad I tested for a client.
The post I tested for my client, Natural Bridge Wildlife Ranch, was really successful because they have an enthusiastic fan base and always offer compelling images of their animals. It’s not uncommon for 30 percent (or more) of their fans to see and interact with a cute animal post.
Since not every page has such high engagement, I decided to test the ad platform further on two pages which are relatively new and have much smaller numbers. And my budget was $100. Here’s what I found.
This small business in San Antonio is relatively new to Facebook and experimenting with reaching customers there. The owner has a good sense of who purchases his products, so was able to target that demographic when boosting posts. Over two weeks, we boosted 3 posts for $15 each. Before we started the experiment, he had 60 fans on his FB page and his posts were seen by 15-25 people per post. The advertised posts had thousands of views, dozens of clicks on the photos and some shares, too. He gained 12 new page likes – a 16 percent increase — in two weeks.
Why did it work? Solar Texas has a reasonable idea about its customers. This will help target any type of advertising in the future, whether on Facebook or another platform. Also, the images were very aspirational, which probably enhanced their reach. But the results are small, so further testing on this platform might be a better indication of future success.
St. Francis Renaissance Faire
This is a one-day special event run by a local church. Their Facebook page was less than a month old and it was a month until the actual event. The event organizers have a vague idea of their audience, and are hoping to grow the size of the event each year. Over two weeks’ time, we boosted three posts totaling $35 showing different features of the one-day event. Prior to our test, this page had 60 fans and a typical post was seen by 20-30. The advertising had huge reach — as high as 2300 on one ad. With each boosted post, additional clicks on the image were seen. But only one new page like came from the advertising.
Why didn’t it work? This event was so new that they were not well established on Facebook and in spite of changing the ad targets for each post, it didn’t enhance page growth or engagement. The images shown were from past fairs, which may have had an impact. By adjusting the demographics for each post, we were able to increase photo click-throughs. With further testing, we might have found the audience “sweet spot” before the event.
Was Our Test Successful?
Over the course of a month, with a budget of $100, we boosted posts for three different brand pages. The first, Natural Bridge Wildlife Ranch’s Giraffe Bomb photo, had widespread appeal and delivered high engagement and new fans to the page. The second, a series of three posts for Solar Texas, also had widespread appeal and delivered some new fans to the page. The third, for the St. Francis Renaissance Faire, got wide views but had little page impact.
While this is a small test, it shows that a well-established brand page like Natural Bridge Wildlife Ranch can benefit from adding Facebook advertising into its overall strategy. What is less clear is if that same opportunity exists for smaller brands. The Solar Texas page had more growth than the Renaissance Faire page, but there may be other factors which need to be resolved for these pages to increase their success. Targeting the right audience, having great photos and the timing and frequency of page posts all contribute to the success of brand pages on Facebook.
Have you been testing ads on Facebook for really small brands? What have you found to be successful?
The stage has been set in the last 6 months for brand pages on Facebook to change radically. I’ve been watching this trend on behalf of my clients and it’s hard to resist the “Sky is Falling” nature of the discussion. An Ad Age article that appeared in December uncovered what a lot of practitioners had suspected for months: Facebook is deliberately suppressing organic reach of posts in order to create an ad-rich environment to enhance its profitability.
The main reason to acquire fans isn’t to build a free distribution channel for content; it’s to make future Facebook ads work better.–Ad Age.
If you’ve been using Facebook for any length of time and have tried to keep up with the latest trends, this is completely the opposite of what many PR practitioners have adopted: create good content, target your audience, and your Facebook page will grow through fan engagement.
A Forbes article last month quoted a new study by Ogilvy looking at brand pages which are averaging 6% organic reach and predicts that those same pages will soon have zero reach. Yes, zero.
“Brands are going to have to be more strategic in their use of Facebook, and think carefully about the content they are creating, when they post, and how they promote that post across Facebook’s network.” said Evan Spence, in the Forbes article.
I got a shot of confidence from Arik Hanson, who presented at the Annual Solo PR Summit in February. Arik is a PR practitioner in Minnesota who widely adopted a blend of organic and paid content for clients on Facebook last year. You can read his post and see his slide deck here.
There were two things I took away from his presentation. With a Facebook ad, you can amplify something that already resonates with your fans, and you have an opportunity to give fans what they want. During his presentation, I conducted my first test with the post you see here.
This photo post of a giraffe “photo bombing” the camera was taken by my client, Natural Bridge Wildlife Ranch on a day when we were experiencing a rarity in south Texas – snow! It had already been seen by 50,000 people and been shared more than 700 times when I decided to spend $25 to boost it. Once I did, the photo was seen by an additional 22,000, was shared 120 more times and got numerous comments and likes. The big payoff? 172 new fans that week.
Why did it work? First, Natural Bridge Wildlife Ranch has a very enthusiastic fan base. Second, the photo was amazing and unusual. Third, people love giraffes (more than I ever realized).
Bolstered by this success, I next tested ads for two completely different pages, one for a brand-new page that promoted a once-per-year event and another for a small business in San Antonio. On Tuesday, I will post the results of those two tests.
Are you testing any advertising options on Facebook? Seen any results?
What if your next project had zero marketing budget? If you only had your time and free channels, how would you use them? Think that’s impossible? Then you’re not thinking like many entrepreneurs, particularly those in cash-strapped creative industries. Here’s the story of one entrepreneur who found success with free tools and no marketing budget.
Michael Felts didn’t spend years dreaming about being a filmmaker. But a series of events four years ago changed all that. I met Michael when he landed in my Introduction to Mass Communication class at Northwest Vista College. He was already making his first film, Yorktown, and had already used the crowdfunding site Indiegogo to raise $5,000 of the $15,000 needed for the project.
When it came time to market the film, he created dedicated pages on Facebook and Twitter for Yorktown. Those were used to promote online ticket sales to the premiere at a local San Antonio theater. But that’s not all. He unraveled licensing issues for the music for the film and created a playlist on Spotify. He also organized rentals and pre-purchases through Amazon video on Demand.
He left nothing on the table. A friend and student created the cover art for the DVD release, which won a contest on the Deviant Art website.
“I was not even a blip on the radar a few years ago,” says Felts. Today, he’s working on his fourth film project and writing the script for a 12 episode television series.
He had the right idea about marketing his film. He connected with people online AND in real life. This led him to people who would connect him to other people, like actors, location providers and bands. This is the magic combination for many entrepreneurs and a successful formula that larger companies often forget.
With so much experience under his belt, Felts’ recommendation to other entrepreneurs is surprising.
“I would not have done anything differently when it came to our marketing, at least, not for our first feature film. The guerrilla tactics we used on Facebook to promote the film, coupled with being aloof about the content of the film, and the intentional meshing of character vs actor on the blogs and Facebook fan page, created a cult following of individuals who spread word of the film and had great enthusiasm for the project that we would not have had otherwise,” said Felts. “Yorktown became bigger than it was, not because it was a good film, but because people were able to come along for the ride.”
It’s no doubt that Michael will be taking his fans along for another wild ride on his next project, titled “Ghost Hunting is a Drag” scheduled to begin production in June. He’s also working on a horror adaptation of the Wizard of Oz, to begin production in December. His company, Angry Otter Productions, is a great place to stay on top of his current projects.
FACT: In 2013, there were 5,846 victims of child abuse in MY COMMUNITY. 10 children died at the hands of their abuser.
FICTION: There’s nothing I can do about this.
When you think of your social media channels, do you ever think of how you can use the networks you’ve built to help your community? This is an often-overlooked area when it comes to bringing attention to community causes. This month, I’m using my networks on behalf of ChildSafe.
ChildSafe and the Burden of Child Abuse
Earlier this year, when I was asked to be a volunteer with ChildSafe and help them advance their cause using a more strategic approach to social media, I had no idea where it would lead. Child Safe provides a range of services for child survivors of abuse and neglect and their protective family members, including forensic interviews, crisis intervention, case management, individual, group and family therapy and even adventure therapy to aid in healing child victims. They work with dozens of organizations in San Antonio but there’s more work to do. Only 1 in 10 cases of abuse is reported, so we need to create an environment to bring the problem to light.
Introducing Cardboard Kids
Cardboard Kids is a new program of ChildSafe, which should bring attention to the problem. 5,846 two-foot-high cardboard cutouts decorated in every way imaginable, will appear around San Antonio on April 3, which is the official start of Child Abuse Awareness Month in our city. One Cardboard Kid for every case reported last year.
How I am Using My Online Community
First, we invited bloggers who participate in a chat group on Facebook to meet the ChildSafe team and hear about Cardboard Kids. We asked them to participate, and dozens have already contributed. We created sample messages on a Google Drive document to make it easy for them to share messages and included important links and hashtags for easy retrieval.
Next, we scheduled a Thunderclap, a tool which combines the power of many voices in a simultaneous message delivery on a designated date and time. Here’s a picture from our Thunderclap page. You can add your voice to the “thunder” for our April 3 “clap.”
As our message begins to build momentum, we are seeing traction in many channels, including Facebook, Twitter and Instagram. But it’s hard to be everywhere at once, so we’re going to set up some keyword monitoring and we’ve created a Tagboard to collect everything in one place. We have so much more we can do between now and April 3, when we expect people who see these cardboard cutouts all over town will start posting pictures and questions. We are encouraging citizens to take a picture, tag it #cardboardkidssa and reading about what ChildSafe does. We have no idea how many tagged photos we expect to see next week, but it should be thousands.
There are lots of different ways we could mobilize our community, but this is how it evolved for us. Have you ever used your community for a special cause? Share your ideas in the comments. I’ll be back to share how we did in a couple of weeks.
Posts appearing today about a recent phishing scam for Google and Google Drive made me stop and remember an incident that happened to me about one year ago, which scared me enough to file a police report.
Yes, a police report. Here’s what happened.
It was a routine work day for me, which involves using dozens of websites, apps and tools, many of which require a password. I thought I was cautious about my passwords because I change them often and I don’t use the same one everywhere.
Step One: Not Paying Attention
One day, I am doing what I call “kamikaze” through my Gmail — click and delete, click and delete. Instead of deleting, I clicked on something which took me to what was obviously a scam-style website. I leave right away and think nothing of it.
Step Two: How Did That Happen?
Two days later, I am in my email again and I am asked to sign in with my password, which fails. But I hadn’t changed my password??? I reset everything and think nothing of it.
Not long after, I get a longish email from someone about a wire transfer for the sale of a boat which, when I click on this link, will authorize the final transfer. I may not be paying attention some days, but I don’t own a boat. Okay, well, I have a canoe but seriously, would you need a wire transfer to own THIS? I do not click, but I delete.
Step Four: Oh, Crap!
Within hours, I was getting emails generated from a list of 35 people, all claiming that I sent the email and what about the boat? At least one of them was actually selling or buying a boat and demanded to know who I was and how I got his banking information. One kept sending an email saying “Hey, Fran, I need to hear from you. Are you okay?” What sent red flag signals for me is that I could see all the addresses in the email and none of them were people I know or have ever done business with. Usually, someone hacks YOUR address book.
Step Five: Get A Hat and Dark Glasses
Since all these people had my email address, and like a good business person, all my contact details are in my signature line, next I started getting phone calls, including one so threatening “I’ll come down to Texas and pop you if you email me again…” that I filed a police report. I immediately put an autoresponder on my account and screened my emails extra carefully for a few days.
What Should I Have Done Differently?
I asked myself that question at the time and even asked some of my techie friends, who couldn’t figure out the source of the scam. It was only at the “oh, Crap” stage that I reconstructed the first two steps in which I was not paying attention and moving so quickly through sites and clicks that I inadvertently went somewhere which allowed my information to be compromised somehow.
Here are some other tricks I have seen since that incident.
The display name in the email looks like someone you know, but you hover over it and it’s a horribly weird email in a domain that sounds gibberish. I caught this one quickly when I realized the name was from a relative who I know doesn’t even own a computer.
A recommendation from something in an email: Your friend Susie just joined The Blah Network….and you should too. This then activates an email targeting all the contacts in your email domain. This happened to me when I wasn’t paying attention and it’s a pervasive thing that angers all your friends and certain CEOs who might have been your boss at one time and are still in your address book.
What Should You Do?
I don’t even know if you should call it hacked, but somebody was acting in my name. The whole thing was scary and frustrating. I wish I could say I have a complete laundry list of things I do differently. But I don’t. I do, however, PAY ATTENTION. And maybe you will too.
I recently posted about companies hiding from their customers on social media. The story raises the single biggest challenge for organizations: how to meet the demands of responding to customers on social media. No matter the size of your business, you can shorten response time with a few simple cheat sheets.
Make A Standard Responses Document
When I first started working with one of my clients, they had all sorts of “standard” answers to questions which were asked over and over again, but they weren’t in a single place. Some were at the receptionist desk, some were used in H.R., others were used by an operations team. The language, the approvals, the legwork had all been done! Many of these responses could be applied to some of their social media channels BUT, these tools were not really formatted for social media networks. By creating a standard document, everyone who manages your networks can access information quickly.
Here’s a quick example I remember from a nonprofit I counseled. They got numerous calls from people offering to volunteer, but they had a lot of guidelines and training for specific jobs in this organization. Once we gathered them all, we created brief answers tailored for Facebook and Twitter AND created a dedicated web page with more detail which could be used over and over.
Build an FAQ
It sounds like a big project if you do it all at once, but you can build it over time, just like the standard responses document. It might even use some of the material from a Standard Responses Document, especially if you find 2-3 questions which come up all the time. Drop your responses into a text document or in the CMS of your blog. Before too long, you’ve formed responses for questions you get over and over again. Now, publish it and save the link to point people there quickly. The screen grab to the left is an example of a great FAQ from my accounting program provider, Freshbooks which you can explore further here. Another great FAQ is from the learning platform we use at Northwest Vista College, Canvas.
Create A Link Library
What is a link library? It’s another cheat sheet to quickly pull appropriate links to which you want to point your customers. Let’s say you already know that you will point people to the main portion of your web site, but sometimes you will send them to a contact form or to that FAQ you just built. I like to drop the full link into an Excel or Google sheet and then shorten each of those links for tracking purposes. That way, you can show how much traffic you’re sending directly to your company’s channels.
Using cheat sheets allows you to spend time on the tone and voice you need to achieve in customer service without agonizing over finding the background for each answer on the fly. What do you use to save time on your customer outreach?
While social media has enabled widespread conversations between brands and their customers, for some organizations, it’s also an opportunity to hide behind social channels. These organizations are still struggling with how to manage the 24/7 nature of online customer service. Here are some signs that you may be hiding from your customers:
- You never have humans answer the phone– all calls go to voice mail.
- You do not respond to Facebook posts or Twitter feeds or use any social listening platforms.
- There’s no obvious contact method on your website or it’s buried at the bottom.
Are Customer Expectations Changing or Just Changing Channels?
But customers expect you to be there and many expect a response from you when something goes wrong. Some expect you to respond within 30 minutes and, according to the Sprout Social blog, 26% of consumers post a negative comment on social networking sites after less than stellar customer service.
“Customer service is not about speed. It’s about expectations and satisfaction. For businesses, setting and managing customer expectations may be the single most important step to improve customer service,” says Alan Berkson in a recent post on Social Media Today.
A third example, in a recent infographic by KISSMetrics, shows that the majority of customers still want a response within one day. This makes doing customer service via social media very manageable for many organizations.
Customers Still Want to Be Heard
Customers still want to know that someone hears their problem. And if you can respond by saying “I’m working on it” within a day, your organization will stand out. Look at all your digital sites and see how can make them more obvious. Is it a form, a button, a phone number or an email? How about using all of them? Now you are on the road to being more visible with your customers.
Late last year, I shared my experience using the new Pages To Watch Function on Facebook, which was being rolled out to brand pages.
Some of its functionality has been enhanced in the last couple of weeks, so I thought it was time for an update.
New Location for Pages to Watch
The original location was above the page’s cover photo. You can still find it there, but if you go to your Insights page, then click on Overview and scroll down, you will see a larger version of the graph, with some additional features.
There are three new functions which have been added. They are useful if you are benchmarking your Facebook page against competitors or against similar organizations who aren’t direct competitors.
- You can see increase in growth of fans on the pages you are watching through the Total Page Likes Column and the New Page Likes Column, which is expressed as a percentage. Green is up; red is down.
- A new feature I like is the column which shows number of posts. For some of the smaller brands for which I track competition, I used to visit each of their pages individually and count how many posts they were doing per week, and then average it. This saves me a lot of time.
- A new column to track Engagement gives you an idea of how you are engaging with the fans on your page against your competition. You definitely want to be Brand #1 on this graph and NOT Brand #2.
There’s no doubt that Facebook will be trying to monetize this or work the data in some way to inspire you to purchase ads. So it’s anyone’s guess whether this feature evolves to be more or less useful.
BUT, if you are working with a client who is watching their competition in other facets of their marketing campaign, this graph does give you a snapshot of what’s happening. It is not in-depth by any means and it doesn’t give you any trends, but it can certainly spark discussions around your engagement level, your content strategy and channel integration.
Have you used this new chart? If so, I’d like to hear whether it’s useful to you and what features are most helpful.