Social Media Marketing – More Than Just PR

Anyone who says you can’t measure social media is wrong. There, I said it.

But before the social media purists start preaching about how relationships can’t be measured, let me first say that I measure more than just happy thoughts and warm, fuzzy feelings.

The purists in this industry strictly believe that social media in the business world is just a public relations tool and is all about human interaction and emotions. Their motto is: listen, join and engage – but that’s only part of the formula. What about planning strategically, driving business and measuring social media efforts?

At dr2marketing, we take traditional social media one step further and developed an innovative formula to drive new and qualified leads in any market. When you add the word “marketing” to the phrase “social media”, you’re talking about business. So, our social media marketing services are designed to generate leads, which drives results. (It sounds like a crazy concept, but our clients seem to like it.)

How do we do it?

We harmonize multiple disciplines – brand research, marketing strategy, campaign execution, and analytics to capture the psychology of behavior. The result? A highly relevant brand that drives the marketplace reaction toward your business demands.

We participate in the daily chit-chat while carving out clear calls to action for our clients’ business purpose – whether it’s acquiring customers, optimizing existing relationships, or converting consumers into advocates.

A common misconception is that social media success is directly related to being personal and authentic. Well, that’s not entirely true. In actuality, social media success is attributed to hyper-targeting key messages. What’s the point in talking back and forth with people who don’t care about your brand, product or service? Every client is different, so every message, audience and circumstance should be different as well.

The proof that social media can be used as more than just a public relations tool comes from D&M Leasing – the largest consumer car leasing company in the nation, and one of our biggest clients.

In February 2013, D&M Leasing spent $877 on a targeted Facebook campaign to the surrounding cities of the Dallas-Fort Worth area about vehicle leasing opportunities. The result? 266 qualified leads from Facebook alone. Holy lead generation. To make this even sweeter, their lowest cost-per-lead source in the last year has been social media, hands down.

As Jason Falls wrote on Social Media Explorer:

Optimal communication takes place when a marketer can deliver a relevant message to a relevant audience in a relevant location at a relevant time.

So, to all the social media purists out there – I get it. You’re genuinely interested in “joining the conversation” and you’re good at it. Let me know how it works out when you tell your client that the professional benefit of your services isn’t direct, nor is it trackable, but that they should rest assured – it’s there.

Photo credits: Mark Smiciklas

Four Things We Learned About Social Media From The Election

The 2012 Presidential Election is being dubbed “The First Digital Election” by Forbes. Here are a few things we learned from it:

1.  Social Media Influences Decisions

If there was ever any doubt before, there isn’t now. Social media is a major influence on the decision making process for most people. This year, President Obama added to a strong following from the last four years to accumulate 33 million “likes” on Facebook, while Mitt Romney was way behind with 12.2 million. This allowed Obama to use the platform to advertise more and spend less.  His strong presence on Facebook and Twitter made a huge impact on the election. KSL-TV, an NBC affiliate, estimates 58 percent of Americans obtain their political news via social networks, while 88 percent are registered voters. Obama’s strong presence on social media gave him a direct line to voters and his influence was clearly felt. His agressive social media strategy helped him to edge out Romney and win the election.

 2.  Social Media is an Integral Part of the Conversation

Using social media to comment on current events has become so natural to consumers that they can’t imagine it any other way. While TV used to be the frontrunner in news consumption and conversation, more consumers are now focused on social media as their preliminary source of news because of its real-time and viral capabilities. Lee Rainie, director of the Pew Research Center’s Internet & American Life Project, says “social media is deeply embedded in the rhythms of people’s lives.” Consumers now form opinions as events are happening, instead of watching them on TV later or reading about them the next day.

Social media is not only here to stay, it’s here to take the lead.

3.  Facebook is alive and well

Record numbers of users flocked to Facebook to check for updates on the election and post their opinions on the developments as they occurred.  Facebook reports, “The 2012 election received the highest score on the Facebook Talk Meter that we’ve measured this year among U.S. users, weighing in at a 9.27 on a 10-point scale that measures Facebook buzz around a specific event and related terms.” In 2008, the number was 8.95.

This election showed that people will still run to Facebook, use it as a platform, share their opinions and stay connected.

4. The New Peer Pressure

On Tuesday night, you saw multiple Facebook posts, tweets, and Instagram photos from most of your friends. So it’s not surprising that there were 71.7 million election-related Facebook mentions in posts and comments in the U.S. on election day alone. On Twitter, there were 31 million tweets relating to the election, with over 325,000 a minute!

While the direct impact on votes is unclear, there’s no questioning that opinions are being shared more consistently and easily than ever before. The general public talks about more than just politics on social media. When they have an opinion about your business, you can be sure you’ll hear it from them – and so will their friends.

 

Summary:

What we’ve learned about social media from this election is that consumers are willing and ready to share big news with their friends. The question now is, how will you get them excited about your business?

The election provided a lot of insight for the use of social media on a major scale and it’s crucial for business owners to take these facts and implement them into smaller social campaigns.

How did you use social media during the 2012 election?

Seeing is Believing: How YouTube Benefits Your Medical Practice

The Situation

After successfully launching a social media campaign for Dallas-Fort Worth bariatric and cosmetic plastic surgeon, Dr. Clayton Frenzel, dr2marketing decided to enhance his current marketing campaign by incorporating more videos into his social media channels.

We produced four spots that featured four former patients of Dr. Frenzel’s – three bariatric patients and one cosmetic plastic surgery patient. Video testimonials are a key addition to advertising for any practice because it allows individuals to connect with others in a personal and direct way, and also serves as a digital form of word-of-mouth-marketing. I interviewed each patient separately and had them tell me about what their life was like prior to surgery, what their experience with Dr. Frenzel was like, and how their life has changed since their procedure.

The Results

In the end, we produced four honest, insightful video testimonials from actual patients who were eager to share their story with others.

We then took the videos and uploaded them to YouTube to boost Dr. Frenzel’s SEO efforts. Every video we posted to his YouTube channel was tagged and indexed to increase the odds of his name appearing in organic Google searches for keywords associated with his practice and industry.

So, if you haven’t already scrolled down to the testimonials below, be sure to do it now and let us know what you think!

Bariatric Surgery Testimonials

Cosmetic Surgery Testimonial

Is Justin Timberlake bringing Myspace back? – Doubtful

This week Myspace teased a sleek, impressive, and flashy new look. They reconstructed their design with a heavy focus on music, photos and video. The new layout is clean and well-organized with the vision of a social network that encourages consuming and sharing content, especially music. To be honest, the new look is intriguing and it has me interested in giving it a try. But Myspace’s challenge won’t be getting people to give it a test-run, it will be convincing people to stick around. Unfortunately, there are three reasons the new Myspace could ultimately fail:

First, check out the preview here:

1. The Myspace Bland Brand

  • Is it possible to think of Myspace and take it seriously? Can you associate it with anything other than spam, dial-up internet, AOL, and everything else from 2003? The biggest obstacle in the relaunch is the fact that the brand may not have any value left. Most of us have moved on from MySpace and we remember it now as a joke or an old friend we’re glad moved away. The stigma behind it at this point is probably too negative and this presents a major challenge for them. It will likely prove to be too much to overcome.

2. Social Network Overload

  • At the end of the day, the question isn’t about whether Myspace will be good or not, it’s about whether or not it will be so good that it compels people to change networks completely. The problem is that there are too many social networks already established. The fun of social media is to be where your friends are. Myspace will have trouble convincing the masses to make a change, convincing a few people to switch isn’t good enough. Is a new look with cool pictures, a unique layout, and some Justin Timberlake songs going to do that? We’ll forward this question over to Google+.

3. Desktop Woes

  • The new Myspace design looks great, that’s for sure. But the layout is heavily dependent on pictures and panels that move horizontally. It seems unlikely that this will translate well to mobile devices, especially since phone screens are now more vertical and less horizontal. As social media grows it becomes more and more of a mobile-based experience. Take Twitter for example, 60% of users access the platform via mobile devices. This is a number that is only going to grow in the future. Myspace seems destined to fail (again) if they are banking on a new look that can only be experienced on a computer.

Of course, there’s the chance that MySpace will actually succeed. Perhaps the masses will flock back to their old friend and leave Twitter, Facebook, Instagram and Pinterest in the dust. Perhaps people don’t really think of Myspace as old or washed up. And maybe Myspace can find a way to create a great App that makes the mobile experience even better than expected. These are big obstacles to overcome and it doesn’t seem likely to happen.

What do you think? Would you go back to Myspace?