It’s All About Integration

The big question regarding digital tools and channels is whether or not they are being optimized and well integrated. If a company uses Facebook, Flickr, Twitter RSS tools, etc., then they are on their way to digital channel integration.

Measuring the value of your brand and monitoring engagement has to do with moving beyond mere usage of digital channels to optimizing channel integration and usage of these channels.

The recent super bowl blackout gave savvy social network marketers the perfect platform to capitalize on their channel integration and engage customers, driving traffic and sales with measurable results.

These 13 Brands Totally Dominated The Super Bowl Blackout On Twitter

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Social media has become the most heavily explored and discussed marketing tactic. The value of social marketing goes beyond brand building and customer services. Social media enables customers themselves as a channel for sales, PR, and customer services.

Effectively measuring the value of the brand and engagement is about action and interaction.

Tracking Friends and Followers, what they’re doing once they’re part of your brand’s social family (are they sharing your message, answering questions?) should inform your continued social marketing programs.  Digital tools and channels allow businesses to effectively measure the value of the brand and monitor engagement. Measures include:

  • Traffic: one of the most obvious ways of measuring social media
  • Sales: tracking sales
  • Leads: companies can track and  benefit greatly from the word of mouth power of social media
  • Brand metrics: positive brand association via social media campaigns can help drive clicks on paid search ads and responses to other sorts of advertising
  • PR: PR, customer service, and marketing are blending and Tweets and blog posts allows everyone to talk to their friends (and beyond)
  • Customer engagement: one of the most important measuring tools in today’s business environment
  • Retention: increased positive customer engagement should increase customer retention rates
  • Profits: reducing customer dissatisfaction and engaging more customers more ofte — the result will be more business from your existing customer base, who will then recommend your business to their network of friends, family, and social media contacts.




1 Comment

  1. Hi,
    I really like your post and the points made. The assignment was to explore how social networks and digital channels affect customer engagement and the brand. And you hit it right on the nail. Using a most recent event such as the super bowl allowed for us to recall some of the strategies the various advertisers used to make their products “visible” before the actual event. Go Daddy’s kiss was first viewed on You Tube. The number of viewers were of course measured and taken into consideration when it comes to predicting hard ROI. Several other excellent social media strategies that were used during the blackout.

    During the blackout, with only a half backed strategy in tow, a lot of the advertisers didn’t take into consideration of having a strategy on board to overcome any obstacles such as a blackout. But Oreo, not Go Daddy, G.E. or Pizza Hut, but Oreo had a strategy. Using not just social media, but traditional media such as commercial time they quickly put up an add that showed an Oreo cookie with the tag: You can still dunk in the dark.

    Oreo just didn’t have a social media strategy, but a strategy that ensured brand, visibility, continued engagement, voice and community even during the blackout ( obstacle). If Twitter went down, which it does, I am sure that Oreo would have had a strategy in place to overcome that obstacle to.

    Another great post Lori. Your content demonstrates not only your understanding of the assignment, but also your understanding that using digital tools goes beyond connecting and engaging, but also to effectively monitor and measure and then if needed, reevaluate your strategy.


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