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Do free promotion offers work? Follow the line to Dennys

Here is a photo that I took of the Denny’s Free breakfast crowd from the road as I was leaving today.

By the looks of things at my local Denny’s the Free Breakfast  promotion announced during the Superbowl was a sell out.  I drove into the parking lot to go to another business and could not find a place to park in three parking lots!  The crowds were pouring out of their cars, like they were going to the state fair.  The line was out the door and around the building.

 So give them credit for gaining trial.  Customer Engagement at it’s finest.  Customers using texts, blogs and emails all about the promotion is a social media strategists dream.   What about retention, I am not so sure.  Quality service, is in the hands of the wait staff and cooks.  Will people stand in line for free food? Yes… they will.  Will they come back and pay?… Denny’s will need to report of that.  ROI… priceless…

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RSS Ranking tool to see how effective your RSS feed is?

RSS stands for Really Simple Syndication and is a way for those who wish to get a feed of your information sent to them everytime you add content.  If you  have set up an RRS feed, you now should be asking  how effective the feed is?  This tool will help check: http://www.rssmicro.com/feedsubmit.web

What I really like about this tool is that the FeedRank algorithm checks 16 different areas and
measures the quality of the content on your feed.  This is critical to a successful RSS feed from your website, blog or other forms that you are using for RSS.  Here is what they ask you for to get your ranking:

Submit Your RSS/Atom Feed

New! Check your site FeedRank only on RSSMicro

No registration is required, instant results tailored to your feed(FeedRank algorithm checks 16 different areas and
measures the quality of the content on your feed)

What is your FeedRank?!

RSSMicro FeedRank
Learn more

First Name: (optional) Last Name: (optional)

Email: (optional)
Get updated information on your feed by email. We respect your privacy, we do not use your email for any purpose other than your feed submission to RSSMicro.

Feed URL: (required) (Sample URL: http://www.mysite.com/myfeed)
We support RSS Feed Auto-Discovery

Category: (optional)
RSS feed category element (if specified) will take over
Select OneAdultsArtsAutomotiveBlogs (Personal)Blogs (Professional)Books/MagazinesBusiness/FinanceCareersComputers/InternetEducationEditorialElectronicsEntertainmentEnvironmentFood & WineGamesHealthHumor & FunKids & TeensLawLifestyle/ReligionMoviesMusicNewsParentingPeoplePetsPodcastPoliticsScience/TechnologyShoppingSportsReal EstateReviewsTravelTVVideoWeatherOther

 Submitting your RSS/Atom feed URL does not guarantee that the feed will be indexed by RSSMicro.

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The FREE Tools list for social media on the web.

Guest blogger: Serena Carpenter agreed that I may share some  info from her social media classes that she teaches at Arizona State. She used this hand out for an American Marketing Association meeting that she was a panelist on.  I found her to be a breath of fresh air, really gets the space and is teaching students leading edge info, as it is happening.

She has so much great info that she uses with her students and is giving us access via her blog, which also has some other great info that you can read and learn from.

 FREE Tools by Serena Carpenter /Arizona State University, – used with her permission.

MONITOR YOUR REACH (Twitter Tools Featured Lower)

  • YouTube “Insight” (Video)
  • View detailed statistics about uploaded videos including views, popularity peaks, demographics
  • SiteMeter (Traffic analyzer)
  • Tracks location, key words used, referrals, site visit length average, average visits per day, etc. for your Web site.
  • Google Analytics (Traffic Analyzer)
  • Tracks how people get to your site, the content clicked on, average pages per visit, etc. for your Web site.
  • Google Feedburner (Subscribers)
  • Tracks the number of people who subscribe to your RSS feeds.  Submit your site also to Feed-Squirrel and OctoFinder Web sites.
  • Google Alerts (Monitor Brand and Conversations)
  • Provides email message when someone writes about you.
  • Site Valuation and Other Stats Sites
  • Website Outlook (http://www.websiteoutlook.com/www.problogger.net)
  • Enter your URL to determine how much your site is worth.  It includes other stats.  Other similar sites include QuarkBase, urlfan, StatBrain, CubeStat, WebTrafficAgents, and AboutTheDomain.
  • Social Media Monitoring Sites
  • SM2 http://sm2.techrigy.com/main/ offers tools to help businesses to find out what people are talking about.  You can measure your page’s popularity using Social Meter http://www.socialmeter.com/
  • Analytics Toolbox from Mashable – 50 ways to monitor site traffic
  • http://mashable.com/2009/01/12/track-online-traffic/

SHARING

  • YouTube (Video)
  • Share your video postings on Facebook, Twitter or Google Reader.
  • Vimeo Widget (Video)
  • Embed a visual montage of your latest videos widget to your site.  You can cross-post video to YouTube and Vimeo.
  • Slideshare (Presentations)
  • Add the Blog Sidebar Widget to highlight your latest presentations.
  • FriendFeed (Share numerous social media sites) use Socialthing or OpenID
  • Share all of your social media activity with your Facebook friends or embed a widget for your site.
  • Delicious (bookmarking site)
  • Share your linkroll or a badge on other sites by embedding code.
  • MediaWiki (http://www.mediawiki.org/wiki/MediaWiki)
  • Create a wiki for your FAQ or Customer Service knowledge base.  Let your consumers enter the problems they’ve had via a public forum (the wiki), and provide your responses publicly as well.

GET YOUR SITE INDEXED ON SEARCH ENGINES

  • Add blog to community portals and search engines
  • Try adding your site to BlogCatalog, Blogged, Technorati, BlogPulse, Google Blogs, or NetworkedBlogs(Facebook).
  • Update different search engines that your blog has updated
  • Sign up for http://pingomatic.com/ and http://blogsearch.google.com/ping.
  • Squidoo
  • Community website that allows people to create pages (called “lenses”) on various topics.  Creating a topic related to your blog and include your feed in that page would help your blog get indexed.

 TWITTER TOOLS

  1. TweetStats.  Provides the average per day (http://tweetstats.com)
  2. WeFollow.  Add yourself to the Twitter search http://wefollow.com/
  3. Favstarhttp://favstar.fm/.  Favstar shows you who favorites your tweets.
  4. Twinfluence ranking.  Expect it to be low.  http://twinfluence.com/
    1. If you have a grade of 75%, it means that you have a higher reach than 75% of the other twitterers analyzed.
    2. If your rank is #400, that means there are 399 other twitterers in the system who have higher reach scores.
  5. TwitterGrader http://twitter.grader.com/

Both sites grade you on the number of followers you have and your influence on these followers.  Grader also measures the pace of your updates, while Influence measures the informational value of your followers.

6.      Twitalyzer http://www.twitalyzer.com/twitalyzer/index.asp.  Measures your impact and success in social media

7.      Retweet http://www.retweetist.com/ lets you know what posts have been RTed.

8.      Twazzup http://www.twazzup.com/ and inView

http://myinview.com/login.php tracks mentions of you on Twitter

9.      Link shorteners capture traffic to twitter feed.  For example, use trim and bit.ly to shorten urls, then later add a + to see how many people clicked!  Example: http://bit.ly/JTkk+

10.  Search Twitter  http://search.twitter.com/

270 Tools for Running Business Online  http://mashable.com/2008/09/21/270-online-business-tools/

FixYa Social Tech Support  http://www.fixya.com

Top 5 Business Blogging Mistakes and How to Fix Them  http://mashable.com/2009/09/21/business-blogging-mistakes/

ROI for Social Media? It’s way more..it’s a new way to do business.

How do we think about ROI for Social Media?  A few weeks back I asked for feedback for a talk I was giving and here are my learnings on ROI and measuring Social Media on marketing projects.  After reviewing the info, it changed the way I now  look at Social Media.  Taking it out from being a marketing strategy and tactic to being a real change in the way companies must do business, across all areas or what I am now calling a  TEC- Total Enterprise Change TM due to Social Media .

 An advertisment in Time Magazine this week, brought the point home for me.  The ad was advertising a new bank that wanted to position itself as the honest and straightforward bank.  Listing that they will tell you up front, how long your hold time will be when you call.   Hello… we are in the world of Social Media expectation, so they have missed the big concept. No one will wait any longer for customer service in the social media age, nor except that it is acceptable to wait.  It must be instantaneous and complete end to end and nothing more.

Many large online and offline companies are starting to change their entire business model due to Social Media.  The norm is becoming to say if you do not have Click to talk, video phone access, content scrapes, Twitter, Facebook, Digg, you are now behind the curve. 

Some of my CMO friends have asked, “When will people bore of playing with Social Media and go on to the next big thing”.  This is more than a big thing, it is a big way. This has and will evolve to change the way we live and who we choose to do business with, how we communicate and with whom. 

Think back to what you thought about the internet, well some said it was a craze, a thing that kids played with?  That was the thinking, I remember talking to the heads of ad agencies and being told that the internet would have no impact on advertising…..I could not believe what I was hearing, in those early days.  Now it looks foolish .

So if you’re thinking, I still do not get it?  Here are some examples to grasp the concept.   You have to understand the progression of ways of doing business in our time.  Think of the business progression from  mail, to phone, to typewriters, to faxes, to computers, to email, to websites, to cell phones, to texting, to social media.  It is the next way of how you will and must  do business.  Social Media is no longer a marketing tactic, thus if you are trying to put it into an ROI box, and then measure the ROI, thinking like this will very easily miss the point and you will miss the boat.   Today you could not think to function without email, this too will happen with Social Media. 

Social Media is the way you will conduct business, sell and take orders, service business, train employees and educate groups,  as well as it will be used for marketing.  So this puts the Social Media business transition into all areas of your enterprise, thus not as an ROI, but as a non financial impact item. 

When Social Media strategy and tactics ares used in a marketing program, then you can measure,  but it should be viewed as an impact to the TBE -Total Business Enterprise TM .  Thus ROI will need to account for customer service, operations, sales, call center, retail locations, accounting, IT and marketing, just to name a few.

So if you are still looking for an ROI formula here is what I would look at:

1: Establish a bench mark of pre or current social media off of which this can be based.

SM growth/loss-SM cost=Net SM cash flow. 

SM growth/loss + SM cost =SM Net Present Value,

Which gives you the delta for your ROI% on the return and establishes number of months for pay back.

The best way of measuring ROI for Social Media.

I posted a question on the best way to measure ROI for Social Media on my Linkedin, as I am doing research on ROI methods for Social Media for an upcoming Marketing Technology Summit, at which I will be speaking.

 The Question posted was:

How are you measuring your ROI on your social media?  What’s working for you?  Researching examples for an upcoming talk.

This topic is top of mind for CMO’s. What is really working in social media?  How do you know if it is working?  How do you measure it and how do you plan and report out on a realistic ROI on social media?

I will add replies below as comments come in. Please feel free to add your own.