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Ad agency pay per tweet programs

I had an interesting  question come to the blog.   How should you pay a PR or ad agency for doing your companies tweeting?  Some have suggested a flat fee per day others are floating the idea of doing an “Ad agency pay per tweet programs.”

Both raise some interesting changes in the way social media will be used and how to monitize the actions involved with keeping it ongoing. The bigger question is how much should you as a CMO decide to keep in house and how much should you outsource?  How much control do you want or how much over site due to privacy policies or regulation do you need?   What about the tweeting across the company, should marketing be the control valve or is it really a legal, customer service or operation function?

 I look forward to your comments as to how you are compensating your agencies for tweeting.

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TweetSaver is a way to manage your Twitter tweets for search, tag and bookmarking

What to do with Twitter as a CMO?   Are you thinking how do I monetize ROI, manage and utilize our Social Media efforts with Twitter in a way that will allow me to optimize and manage our tweets more effectively? 

 Take a look at Tweetsaver- it costs $10.00 to $20.00 annually, and may be a good solution for finding a way with your Twitter program to do a central back up, allow a bookmark of your tweets and tag the tweets for organic search.  This will start to monetize your efforts on Twitter as content and SEO.  TweetSaver gives you a way to archive, search, tag and share all of the content that you are creating on twitter.

They say “One year of backups, searching, tagging, etc AND Save 50% for spreading the word about TweetSaver! When you sign up, we’ll send the following tweet on your behalf: I’m backing up, searching, and tagging all my tweets with http://tweetsaver.com, shouldn’t you?”

Here is the link to check it out:  http://tweetsaver.com/

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.

Marketing Agencies getting rid of “Toxic Clients”. Are you one?

warning label toxic clientsIn times like these, when I would never ever think to hear this from an on-line or ad agency, I was actually part of a discussion about how they are evaluating their clients and the ones that are ” Toxic” of whom they have decided to rid themselves.  Now this bit of news had me turning my head and asking for more info.

Did I hear you right, you are getting rid of Toxic clients?  Is it a green thing?   The answer was a laugh and no, they are clients that are now so demanding, wanting guarantees, being so  rude and pushy that the art of marketing is being replaced with the idea that science of marketing is only numbers driven. The conversation went on to tell of clients approving and signing off on projects only to turn around and tell the agency they are only going to get pennies on the dollar after the projects completed. Or description of a CEO demanding the agency give a  money back guarantee on each project, if it did not bring the exact success scoped in the plan. 

They went on say that the clients who knew what good marketing was have been laid off and their replacements are very junior promotions that are very over their heads. Others  then joined the conversation and chimed in saying that the companies accountants or lawyers were now run marketing in many cases and making demands that clearly showed the agency no consideration of any expertise.

So there is is, the agencies are saying they have had enough of Toxic Clients.  The pain point in agency and client relationship world in some cases has hit the breaking point and it is not longer just the clients who fire the agency. Now the agencies are saying I really do not want to work with you, you are Toxic to us.

The point was made that these clients are disrupting the team work and expertise these agencies bring and were hired and stand for and they are not willing for this to go on any longer.  They would rather risk the revenue stream then stay working with a “toxic client or company”.

One agency CEO described that the marketing person for their client has been “muted” at the meetings and  it is now  the CFO and the Legal team, that sit and grind each concept and each word into nothing that would work. Nor asking input of the marketing professionals on their staff.  

Another described the clients wanting them to sign a legal document that they would be held libel if the company gets any complaints, even if the company signed off and approved all the work.

Toxic Clients Street signSo are you a “Toxic Client”?  I was assured by this group I was not.   My suggestion is to look at what you are asking your agencies and see from their eyes if you have become a Toxic Client.  Stay…Tuned… I am sure there will be more on this subject.

Please share your stories of “Toxic Client” examples.

Tweeting from the Web? Nine Alternative Web Clients a good read by Tech Crunch Blog

I was just reading a blog called Tech Crunch Blog and a blog entry on “Tweeting from the Web? Nine Alternative Web Clients”. It has a pretty good chart that lays out the alternative web clients for Twitter and does a good review of: TweetTabs, TwitHive, Monitter, Splitweet, Web Seesmic, PeopleBrowsr, Tweettree, Tweenky etc. It has a nice chart for comparison and a review and screen shot of each which make the information very valuable when evaluating options.

I was additionally interested in the feedback from others that added additional options for web client for twitter of that I had not yet heard.  What I do agree with is the poor user experience right from Twitter. Without the apps that others created, Twitter would not be the phenom it has become.

Twitscoop combines, search, hot trends and buzz

I came across  www.Twitscoop.com while looking for a better search function than www.search.twitter.com .

It combines the best of many worlds: search, trends and buzz into one nice package.  They say it is a way of staying on top of Twitter, or what ever that means these days. Basically it is a gateway to Twitter and you really need to have a gateway.  If not, Twitters’ own functionality is very poor.

Twitscoop allows you to receive and send tweets, and find friends instantly, without reloading your page.  It also allows search and follow of what’s buzzing on twitter in real-time.

Their pitch is: “Never miss the buzz.  Watch the trends live on the cloud. Tweet from your account.  Twitpic images on the fly. Preview Twitpic images directly from Twitscoop. Track bit.ly stats.  Check bit.ly stats in real-time.”

The layout is very friendly for you non techy CMO types. So give it a try.

How many tweets should you do a day on Twitter?

The debate rages on as to how many tweets per day a person or company should do on Twitter and when is it too much?

My opinion is to look at the goals of why you are using Twitter as to how many is just right.  The main question to start with is why are you using Twitter?  Is it to grow followers, is it to sell product, is it for customer service, is it for an individual or a positioning of a product or service?

To grow followers:  3 to 5 tweets per day. Spread out the tweets to when you have something real to say or a photo to share.  If you keep growing followers and not loosing followers then keep to that number per day. If you are loosing followers, then it is either your tweets are boring to the follower, you have a lot of junk names on your list and you need to clean the list, or you will need to test one per day, next day two per day and then three per day and see which one works the best to gain meaningful followers.  Think of this type of strategy as personal communications to your entire base of friends, business associates as to what do you think and what they would be interested in you telling them.

To sell products: 2 to 3 tweets in cycles 4 times per day, seven days per week. Morning, lunchtime, dinnertime and late night or over night. The goal is to get as large a list of followers as you can, list quality is not the issue, but tweets quality is. If you sell, sell sell in tweets and there is no content you will loose followers fast.  The crafting of your tweets.  It’s so important that each one gives info in the tweet as a way of expanding your messaging to an ever growing audience for free.  Think of it as a free email list untargeted. Then think of what is a feature, benefit or other facts that would be a compelling reason for people to check you out.

To use for customer service:  Up to 20 tweets per day.  Or as many from which you get interaction.  Decide which ones will be direct reply and which ones are good enough info to tweet to all. Also use the search function to intercept tweets talking about you and reply.  If one customer is having an issue, others may too and this is an excellent way to stop bad customer service or PR issues.

Celebrity tweets by an editorial or PR team: Up to 15 per day. Be transparent that it is them or that you are doing it for them. Spread them out evenly during the 24-hour period.

Brand or service tweets as a campaign:  Up to 30 per day. Take out your FAQ’s, your contest or event and start tweeting them.  This will embed them into the organic optimization space for search. You’re not doing it for followers. Your embedding content into the twitter search functions to gain net new eyeballs to your event, service or brand.

What about those who do a series of twitters one right after another, because you can’t fit the message all in one twitter?  NO. NO NO You’re using the wrong medium. Place the info you want to get out in a blog posting, link the twitter about that topic to the blog and tweet out the key points in 140 letters.

Reusing your tweets and retweeting. Yes. Retweeting your own tweets is now common. Use a 48-hour rest period for high performing tweets before you retweet your own, or even better use same subject with different way of saying it. Quotes are popular to get retweeting by others. Use #Follow Fridays or #FF or #Everyday to expand your name @XXX to other, via others.