Communications and media as we know them are evolving at a rapid pace. The manner in which we communicate and what is considered “media” is ever-changing. I remember public relations in the era of blast fax distribution and the pre-World Wide Web era. I realize that I’m dating myself by making these statements, but the fact remains:  those of us in public relations are ever-challenged to keep abreast of “new” media and to discover ways in which to use it to our – and our employers’/clients’ – best advantage.

Take social media, for example. Consumers are increasingly relying upon social media for their information – going to a company’s Facebook page, for example, before visiting a company’s website. And consumers demonstrate their brand preferences (and loyalty) by following and liking their brands of choice on Twitter and Facebook. In fact, a recent Nielsen report states that 53% of active online adult social networkers follow a brand, that social networking and blogging now account for nearly a quarter of total time spent on the Internet and that Americans spend more time on Facebook than they do on any other U.S. website. Pretty compelling statistics…and pretty valid reasons why public relations professionals need to include social media as part of their overall communications tactics.

Naysayers may dismiss these statistics, but I recall a similar conversation about the World Wide Web nearly 20 years ago. Enough said.

But beyond B2C communications lies the evolution of “media.” Media is ever-increasingly an online vehicle as printed media – printed news media, most especially – fades away. Writers and editors rely on social media platforms to magnify their voice and reach in the hope that it will (1) increase their reach and (2) drive traffic back to their articles/website, thereby increasing their readership and the value of their advertising.

Even what we consider “media” sometimes comes into question: are bloggers considered media, for example? In my opinion, creating online content does not a member of the media make; however, those with the forum and the voice may not be afraid to use it. So we as public relations professionals must manage these relationships just as we must consider social media platforms as media relations tools – platforms for engaging with the media and platforms for communicating with our various publics.

Does your company need assistance navigating the evolving world of social media? Do you have the tools necessary to harness the power of social media in order to communicate your messaging in a cohesive and an articulate manner? Domus does! Put our expertise in public relations and social media to work for you. Visit www.domusinc.com today and be an active part of the conversation that’s taking place in the world of social media.

For more on this topic, see “Public Relations in a Social World” posted on COMPREHENSION – PRSA’s blog: http://comprehension.prsa.org/?p=3557.

Amy Whilldin is an Account Director at Domus, Inc., a marketing communications agency based in Philadelphia. For more information, visit http://www.domusinc.com. For new business inquiries, please contact CEO and founder of Domus, Inc. Betty Tuppeny at betty.tuppeny@domusinc.com or 215-772-2805.

In the era of Facebook and Twitter, has “engagement” with consumers been redefined as simply social media contact? Communicating effectively in a one-on-one manner with existing customers and the new generation of customers has become even more important in light of the bombardment of digital and traditional advertising messages. 

Experiential marketing, especially one-on-one interaction with customers, can create a branded and memorable experience to help strengthen your marketing campaign. This experiential marketing has the ability to appeal to all five senses, giving customers the opportunity to engage personally with your products and your brand. According to a recent online survey of 2,574 consumers ages 13-65, in the top 25 U.S. markets, the results confirm that this increasingly important marketing medium resonates strongly across demographics and product categories. In fact, 72% of 18- to 23-year-old consumers say experiential marketing would make them more receptive to the brand/product advertising; 59% say it would lead to a quicker purchase.

This study also indicated that live marketing experiences were shown to be a valuable way to increase marketing ROI:  75% of consumers say that participating in a live marketing experience would make them more receptive to the product/brand’s advertising; 75% of consumers said they would be extremely likely to tell others after participating in a live marketing event, extending impact through word-of-mouth.

Domus has had great success with live marketing experiences for the Pennsylvania Lottery to help launch its new instant ticket games. Each event utilized a creative overlay that reinforced the traditional advertising program of television, radio, print and outdoor. The theme was brought to life through a state-wide bus tour including live activities with audience participation, street teams, signage and ticket giveaways. Each tour garnered pre- and post-event press coverage as well as a multitude of attendees. The results? Another record-breaking year of ticket sales for the Pennsylvania Lottery!

Joanne Michael is an Executive Vice President at Domus, Inc., a marketing communications agency based in Philadelphia. For more information, visit http://www.domusinc.com. For new business inquiries, please contact CEO and founder of Domus, Inc. Betty Tuppeny at betty.tuppeny@domusinc.com or 215-772-2805

Your company has accepted the fact that you need to be involved in social media in order to maintain your presence in the digital marketplace. Excellent decision! But after constructing your Facebook page and creating your Twitter account you discover one glaring point; you don’t have any followers.

Just because you have created a social media presence doesn’t mean that clients and potential customers are going to automatically “follow” or “like” your brand.  Now, if your customers are offered an incentive to subscribe to your company’s social media newsfeed, two things can happen:

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Social Media Marketing has emerged as a whole new domain in the marketing industry over the last few years. Social Networking websites have moved a long way from simply connecting family and friends to a platform that’s being used by companies all around the world to market their products. From text ads to banner ads to sweepstakes, a large number of marketing styles and strategies can be found on the social networking sites. The words “Social Networking” and “Social Media” bring the names Facebook and Twitter to most people’s minds, however not everyone knows that while Facebook is the most popular social networking site in the world (with over 500 million users), Twitter is not the second. Qzone, a social networking site in simplified Chinese that caters to users in mainland China falls second after Facebook in numbers, while Twitter comes in at a close third place.

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Whether you like it or not, social media continues to grow.  Rapidly.  According to a Nielsen report, almost 23% of all online internet time is spent on social media and nearly all of today’s newspapers and magazines refer to their Twitter, Facebook, and Tumblr accounts for up-to-the-minute news and announcements.  Instead of fighting off social media, it should be embraced and implemented with a targeted strategy to help you reach your niche audience and expand to many, many others.

Before jumping into the waters of Social Media, a few things should be considered to optimize efforts and leverage the fast growing communities:

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The obsession with social media is obvious, especially Facebook, so it’s no surprise that the movie “Social Network” ranked #1 in box office.  According to Mark Zuckerberg, there will be over 1 billion “likes” across the web in the just first 24 hours of the “Like” button – which launched April 21^st.  OK, pick up your jaw and continue reading.

The “Like” button is now the alpha and omega of media conversions, leading to the fact that most traffic has been driven from the “Like” button, and it’s good enough to be considered a final goal in social media engagement. Quick question for you:  Do you track “Likes” and calculate how much money you spend per one “Like” or how much value one “Like” generates? If your answer is no, go to the movie theater and watch the Social Network and see what 500M friends means.

Embedding the “Like” button on your website as most of you probably have gives you the most basic connectivity with Facebook; however, if you don’t set up toolbox to track the “Likes” then you’re cheating yourself.  Facebook has announced their simple analytic tool, “Insights,” which allows you to count “Likes” in addition to the click rates of your fan page, applications, and your website outside Facebook.

As far as tracking your Facebook fan page goes, it’s already set up for you.  You can use the “Insights” menu on the left side of the fan page, but you also need to put Facebook meta tags on your web pages as well. In order to obtain the meta tag, go to http://www.facebook.com/insights and press “Insights for your domain.” Then you can bind your domain with Insights and get a meta tag such as <meta property=”fb:admins” content=”xxxx” />. Put this meta tag on your web pages’ headers, then Facebook will count “Likes” from your website.  Easier than you thought!

Although Facebook “Insights” gives your website useful statistics of social activities, it can’t be combined with your media conversions through campaign, landing page, website, email blasts, direct mail, mobile page, or mobile app by itself.

Additionally, there are two tricks to combine “Like” activities into existing analytics solutions, such as Google Analytics. The first trick is to create a script to monitor “Like” clicks.   Facebook provides a javascript SDK with an event handler object named “FB.Event.”  With “FB.Event” you can trigger every “Like” click by putting “FB.Event” subscribe(‘edge.create’, function(response) { … }); on your page.  Track away!

Another trick is to integrate Facebook Insights with Google Analytics using Facebook’s Graph API. Utilizing this solution, you can pull analytic data from Facebook Insights by time range using Graph API, and cross-reference it with Google Analytics using the Google Analytics API.  Then, you can finally merge all data into one unified report. This solution can give you significant views of which users clicked “Like” grouped by campaign, age, sex, location and etc. The only drawback to this solution is that it requires several programming techniques including Web Service, FBML, Facebook Graph API, the Google Analytics API, oAuth, and etc.   But in the end, all the sweat and tears are worth it.

Social Media, tracking, and programming is a capability and product offering of Domus Digital.  We’re here to help!

Domus is a leading edge internet marketing agency that brings its full range of classic marketing expertise to its hi-tech digital capabilities. For more information on how Domus can help you accurately analyze your internet presence and develop effective strategies to further your brand, visit us at http://www.domusinc.com.CodeProject

As everyone knows, social media is an absolute must for any marketer today. It’s more important than measured media advertising, traditional customer service, and just about every classic marketing technique.

Everyone also knows that Starbucks is a case study example of how to do social media well. It has almost 200,000 Twitter followers, nearly 1.5 million Facebook fans, and a large, active blog. It regularly tweets, posts, and comments.

Except year-over-years same-store sales at Starbucks continue to decline. They’ve declined each quarter this year, even as their social media program has shined. On the other hand, social media wannabes like McDonald’s have continued to see sales increases based principally on good classic advertising and other marketing techniques.

The point here is not that social media marketing does not work; rather, the point is that it is just a tool in a company’s marketing bag, not an end in and of itself. Starbucks sells the experience of hand-made premium coffee at its many coffee houses. Just because they get a lot of people communicating with them online does not necessarily sell more coffee. (And, in fact, it hasn’t.)

Domus is a Philadelphia-based marketing communications agency. Please visit our web site at http://www.domusinc.com for more information.

As more and more companies are creating Facebook brand fan pages, Facebook’s shortcomings in the area of metrics are becoming more significant. Although Facebook Insights offers information as to how many fans are receiving and possibly engaging in feeds from pages, Facebook offers virtually no metrics to companies trying to acquire more fans.

In the non-Facebook world, companies can measure how many people see an ad, how many click through to a web site, how many come to a web site from sources other than the ad, what people do on the site, and how many return. Companies can split-test ads, landing pages, and more to determine the best mix of content, presentation, and exposure to not only attract people to a site but to retain them.

On Facebook, however, there are no metrics that provide information on the number of or demographics of people visiting fan pages. Only once people become fans do the metrics kick in. (In fact, it’s explicitly against the Facebook rule of service to try to track page visitors.)

So, what should Facebook marketers do? Basically, the same thing we did with old media – use inference. Keep statistics of activities that we hope are driving people to our fan page and keep statistics of how many people become fans. Then analyze presumed cause-and-effect relationships without knowing the intermediate numbers (of page visitors). It’s an imperfect world, but given that Facebook is becoming an important media on which companies should have a presence, we have to work within the boundaries set for us.

Domus is a dynamic marketing communications firm based in Philadelphia. We provide integrated marketing consulting and execution services to domestic and international clients. Please visit our web site at http://www.domusinc.com for more.