Is my Klout score good? What does it mean? I think the buzz question now is Pinterest. &quot;what is good&quot;. Many of the MMs try to measure themselves against each other which isn't always a fair match-up.
The Dealey Group is currently working with over 80 shopping centers across the country on social media initiatives. Over the last 4-5 years, the types of social media issues and opportunities we deal with are constantly changing, so today I thought it might be helpful to provide you all with some answers to what I could call client “FAQs”… FIRST QUESTION: What is the best time to share content on social networks for maximum exposure? Should you post first thing in the morning? During lunch? At the end of the workday when people are getting ready to head home? And how do you account for the fact that you may have potential customers living in different time zones? A infographic from KISSmetrics was released June 2011 and answers these questions and more with a recent infographic called ‘The Science of Social Timing.’ Here are a few key takeaways from the infographic:
Let ’s start with Twitter. When exactly are your best times to tweet? With over 200 million tweets posted each day, this is a very important question to tackle. When you better time your tweets, you ’re better able to reach your followers. Furthermore, knowing when they’re actually online is incredibly important. According to KISSmetrics, The best time to tweet is 5PM ET because about 6% of all retweets (the highest percentage) occurs around 5pm.
Another question we get all the time is: “how often should I be tweeting??” Statistically, you can achieve a higher CLICK THROUGH RATE if you tweet between 1 and 4 times per hour.
Your CLICK THROUGH RATE is generally highest midweek and during the weekend. However, your brand ’s BEST TIME and STRATEGY may be different and there are many tools out there that can help you map out your plan of attack: WhenToTweet TweetStats Tweriod TweetReports TweetWhen
The best day to share on Facebook is Saturday But again, your demographic may be different so make sure to look at your pages stats- for example, some of our shopping centers skew towards a stay at home mom fan base so weekdays while the kids are at school are the peak times to post– Wednesdays at 4pm is the ideal time for one of our centers.
Facebook shares tend to spike around noon and a little after 7pm. You can imagine people checking their pages during their lunch break and when they get home from work but again, if your audience is not the 9 to 5 crowd, then your best times to post will be different.
If you really want to dive deeply into your page and figure out the BEST times to post on Facebook, I recommend starting an Excel spreadsheet to keep track of every status update ’s impressions. You can find impressions of your page’s status updates after about 24 hours. What are Facebook impressions: It ’s the number of times your status update has been exposed in your fans news feeds, visits to your page, and third party tools like Hootsuite . These are important numbers, because the more impressions you have, the more people are likely to see your status update. Although it is tedious, if you record them by hour, e.g., every hour from 6 am to midnight, Monday – Sunday. When you have completely filled out the spreadsheet, you will have an accurate picture of the best time to post. I think the main takeaway though– even if you don ’t have the time or the desire to get into this much detail with your social media pages– is that it is time to develop strategies for how to optimize the effectiveness of your social media marketing efforts if you haven’t already because the tools and information is there now to capitalize on. The next few slides provide an example of how people are capitalizing on social media efforts– this time we are totally switching gears though from marketing to security- I picked this subject for today ’s presentation because this topic is definitely a FAQ we get at TDG.
While New York City just established the country's first Social Media Unit, and the Los Angeles Police Department have hunted down criminals using Twitter hash tags as digital fingerprints, only 30 percent of US departments have an active social media policy according to International Association of Chiefs of Police ’s Center for Social Media study. This should make you feel better if you don ’t have a plan in place for proactively monitoring social media for security threats. However, it really is not that difficult to do – and the results could be well worth it. Take for example, an artist named machine Gun Kelly decided to organize a flash mob at mall in the town where he grew up. Machine Gun Kelly used social media to poll his fans, asking them which suburban Cleveland mall they wanted to gather at. Westfield South Park Mall in Strongsville was decided. This is how police in Cleveland found out about it. Police were on hand when MGK and the seas of fans arrived, and ended up removing MGK from the mall when he stood on a table in the food court even after being asked not to. There had been many peaceful flash mobs at this mall previously, but this one went south when MGK stood on top of a table even after police asked him not to. Several people were charged with disorderly conduct, a minor misdemeanor, the press release said. There is video of MGK being led out of the mall in handcuffs. The video also shows a scuffle between a man and mall security, and a crowd of people yelling. Just imagine how much worse this could have been if the police were had not been tipped off by Twitter.
Two months after the Westfield Galleria in Roseville closed from a devastating fire, shoppers were again forced to evacuate Monday. This time, choral singers are to blame. The Sacramento Choral Society and Orchestra and several area congregations had prearranged a &quot;flash mob&quot; singing of the &quot;Hallelujah Chorus&quot; in the mall's food court. But with thousands of people crowding the second-floor food court, the &quot;random act of musical kindness&quot; never got off the ground. &quot;It was so jammed with people that you could not even move,&quot; said Connie Santos, who hoped to enjoy the music, then shop. There were no reports of injuries as the mall was peacefully evacuated starting about 6:45 p.m. The mall was scheduled to close at 11 p.m. &quot;Somebody reported hearing two pops that sounded like the floor was giving way and another said the floor was shifting,&quot; said Tom Dodaro, a Roseville Fire Department spokesman. City engineers were on site inspecting the floors to test their structural integrity, fire officials said. In the purest sense, &quot;flash mobs&quot; are a prank or improvisational performance on an unsuspecting audience and venue. In some cases, performers have been arrested in their attempts at humor. In this case, the police and fire departments were apparently summoned because too many people were in on the joke. Some participants had been talking up the 7:30 p.m. scheduled performance for weeks on the social networking site Twitter. The Choral Society website detailed the event like a regular performance. Even the mall's public relations firm knew the plan days in advance and was ready to escort media outlets to prime viewing locations.
The key takeaway from these examples is make sure your social media team is monitoring for this kind of activity. They are already on your pages and looking for people talking about your center, so the incremental work is small. But the last of the FAQs that I ’ll talk through today is: what do we do when a problem arises on our page? If you see a flash mob being planned on Twitter who do you tell? If you see a customer posting a false claim on your Facebook page, how do you respond and who has to approve it? I have two suggestions for how to manage these situations is to put together a formal response plan– perhaps similar to the one featured here from the Air Force. It is a decision tree to help your team map out what to do. If this happens, then follow these steps. It is not too dissimilar from other security or disaster plans you probably have in place— My second recommendation is to post official community guidelines
Many of the biggest brands are doing this and I ’m only starting to see it within the shopping center community. I am a big proponent and everyone of our clients has guidelines posted on a tab usually called “MODERATION POLICY” like in this example from Plaza las Americas. This one looks very long because it is in English and in Spanish, but the gist of it is to lay out the expectations for what content is appropriate for the page and then clearly state that you reserve the right to remove posts that violate these guidelines. Most of our centers have never had major problems, but this is the kind of thing you want to have on your page before you do have a major problem. Be transparent with your fans. Give them freedom to post on your page, but tell them there are some rules- just like you have a code of conduct on site. I hope by sharing my answers to these FAQs was helpful to you and I wish you all the best of luck navigating the social landscape in the years to come.
TIME Magazine named Pinterest as 1 of top 50 websites in 2011. Source: Experian Hitwise http://mashable.com/2012/04/06/pinterest-number-3-social-network/ Pinterest is bigger than Linked In!
Our friends at Social Media Examiner just released their 2012 Social Media Marketing Industry Report . This survey with 3800 marketers, half of whom work for B2B companies, uncovers the “who, what, where, when and why” of social media marketing. While there is lots of great information inside, and definitely worth a read, the number #1 question was “how do I measure the effect of social media marketing on my business?”
In November 2011, Wildfire conducted an ROI survey of over 700 marketers from all around the World. One of their findings was that brands move through a three-phased approach with social media efforts. Currently the market is focused on the first two phases while monetization has yet to be the focus. Within the coming year, Wildfire expects and I agree that engagement will remain of critical importance as well as to see monetization via increased sales and partnerships, and reduced costs to grow in importance. As marketers move through the grow, engage, monetize cycle, they change their ROI measurement accordingly.
Top measurements social media marketers use for ROI are: Increased fans, likes, comments, and interactions Increased revenue Increased brand awareness Because social marketing is still so new, best practices for measuring the effectiveness of social efforts are still evolving. Marketers currently have no standard measurement of social media success 100% of those that did not define ROI in the classical definition [(gains-costs)/costs] still believed that social media benefits their business.
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Top 5Social MediaQuestionsAnswers to retaildilemmasJen Augustyn | Partner, The Dealey Group
Timing is everything. Or is it?Source: KISSmetrics blog
Why Pinterest?It’s already a big player.• Third most popular social media site as of April 2012.• The most used social bookmarking site today.It is all about retail.• Three of the top five categories on Pinterest are: • Gifts • Fashion • Interior Design
What’s the ROI?“How do I measure the effect of socialmedia marketing on my business?”