Paul Fleming - Flemo: Between Sydney, Philadelphia and the World Wide Web

While I don’t really “do” Social Media, I’m a fan of it and see great benefits to it. One thing I keep seeing is the issue of Social Media ROI, or businesses trying to determine if Social Media is “worth it”. To me, and as we’ve mentioned in the past, that doesn’t seem to be the main point here but since we’re in the Internet Marketing business, there needs to be some consideration in this area.

Something I do understand is Search Marketing which has its own set of justification requirements, some of which carry over to measuring Social. Fortunately, to a certain extent, Search is a much easier activity to demonstrate value even though questions still arise and the gap that exists with the data is still problematic. So I understand Social Media to be an even tougher challenge. In thinking about the “proof” that many ask of Social Media Marketing, even if you’re just dipping your toes into this brave new world, I can see a few key areas that you should pay attention to.

Listen – this has to be the primary reason for adopting social media for your business. We’ve spoken about this before, and since it’s not a huge time investment for us its a no-brainer. Set yourself up with a simple company name search in Twitter, get your Google Alerts going and you’re underway.

Analytics – you knew I’d bring this one up. At the very least measure traffic. While not directly able to justify your campaign, it should be one indicator of its effectiveness. I assume you’ve set up your goals and possibly your funnels; if you have you’ll be able to determine who converted and where they came from.

Engagement – definitely a tough one to track. I’ve seen folks set up a basic database system that simply outlines social mentions, comments, feedback, DM’s, whatever. Can also be easily done on an Excel spreadsheet. I imagine it’s got to be pretty painful to keep track of but the conversation is one of the great benefits of participating in a Social Media Marketing campaign.

Brand - While I don’t really want to get into this area due to its poor measurement ability, I can see the benefits of using Social Media to enhance your brand and image. I have to think that the number of social mentions can be a contributor. If you’re a small company and can regularly discuss your activities with the customer service reps to help determine if there has been a reduction in complaint calls or the like, one should probably look to your online activities as possibly being a reason for this.

So while the contents of this post are uneducated and based solely on my own experiences (hey I didn’t even consult with our Social Media expert), the main point here is to think about some form of measurement. I still don’t think that “proof” should be the overall goal here but like most marketing activities an objective or outcome must be part of the strategy.

Google Earth and Street View have both provided great fodder for those with plenty of time on their hands, the conspiracy theorists or simply those looking for weird and wacky things. After recently telling my Mum about Google Earth, she went ahead and started having a look around the globe, starting of course, in her own backyard. It wasn’t long before she stumbled across someone who has somewhat of a resemblance to me walking in front of the local post office. Many agree, others (like my wife) do not. While the face is mostly hidden, there are some notable similarities. You can view it on Google Maps.

View Larger Map
Similarities
1. I have been known to talk on a mobile phone while walking.
2. I have a watch that resembles the one shown in the image
3. I do have sneakers that look like those and have been known to wear the ankle socks
4. I wear shorts that look like these ones
5. I have a solid physical build not unlike the one in the image

Questionables
1. That shirt doesn’t look familiar
2. The legs are too skinny (could be the angle)
3. No gray hair at the temples
4. The belly area looks a little larger than mine (could just be bad angle though or simply my own interpretation of my belly:)
5. I was only in Sydney twice last year for a total of 6 weeks so what are the odds of that!

Here’s a video of a recent trip up to New York to visit a client. Thanks to Drew Hood of Throwing Light for both accompanying us and putting this together.

The old Chinese domain name scam seems to have morphed recently with a new intellectual property rights angle:

Dear Manager
We are a professional intellectual property rights consultant organization, mainly deal with the global domain name registration and internet intellectual property rights protection.
On May. 21st, 2010, we formally received an application from KangShen Technology Limited, they applied to register the internet brand ( ourcompanyname ) and some in China and Asia’s domain name.

During our preliminary investigation, we found that these domain names’ keyword is fully identical with your trademark. Therefore, we need to confirm with you, whether you consigned KangShen Technology Limited to register these domain names with us or not? Or, is KangShen Technology Limited your business partner or distributor?

If you have no relationship with this company, we assume that they have other purposes to obtain these domain names.

Currently, we have already suspended this company’s application temporarily due to the seriousness of this isuue. In order to avoid the vicious domain name grabbing, please let the relevant person make a confirmation with me via email as soon as possible. Thank you for your support to our work!

Best Regards!
Anne Ling

Registration Department Manager
Hong Kong NewName Net Service Limited
Tel:+852-3069 6940
Fax:+852-3071 7730

Email:anne@trademarkdns.com
Internet:www.trademarkdns.com

I’ve actually received a few of these recently, so they seem to be on the go a bit more lately. I’s be curious to learn stats about how effective something like this is. Always search for something like this before you pursue any further.