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The Tale of the brand Manager at the Digital Shop

Lucio Dias Ribeiro — Wed, 11 Jan 2012 07:28:55 +0000

A Brand Manager walked into a shop and was looking at the stuff in the store.

While he was there another customer walked in and said to the shopkeeper, “I’ll have that digital shop please”.

Can I have that Digital Shop please?

The shopkeeper nodded, went over and gave him a full digital shop. He wrote a contract, gave to the lawyers, and then handed it to the customer, saying, “That’ll be A$5000″. The customer paid and walked out with his digital shop.

Startled, the Brand Manager went over to the shopkeeper and said, “That was a very expensive digital shop. Most of them are only a few hundred dollars. Why did that one cost SO much?” The shopkeeper answered, “Ah, that agency can do Facebook updates very fast, very cool Flash Websites, funny tweets, well worth the money.”

The tourist looked at the agency in the far corner. “That one’s even more expensive – $10,000! What does it do?”
-” Oh, that one’s a Social Media dedicated agency; they can manage your Social Media strategy, Risk Mitigation, Customer Service integration to Social communication – it can even save you from an online crisis. All the really useful stuff,” said the shopkeeper.

The Brand Manager looked around for a little longer and saw a third agency in another corner. The price tag around his neck read $50,000. He gasped to the shopkeeper, “That one costs more than all the others put together! What on earth does he do?”

The shopkeeper shrugged and said, “Well, to tell you the truth, I haven’t actually seen him do anything, but he says he’s a Social Media consultant.”

What are the most expensive Keywords in online media?

Lucio Dias Ribeiro — Mon, 22 Aug 2011 05:33:54 +0000

Paid, Owned and Earned Media - Defining Digital Strategies

If you are familiar with the concept of Owned, Earned and Paid Media you understand that Google Pay-Per-Click (PPC) can play a colossal role for your Social Media seeding campaign.

But just how much is too much?

I thought it would be interesting to share with you a study from Wordstream.com which shows the most expensive keywords in Google AdWords.

The 20 most expensive keyword categories with the highest search volume and highest costs per click, thereby netting Google the most money, are:

Insurance (keywords in this category include “buy car insurance online” and “auto insurance price quotes”)
Loans (keywords include “consolidate graduate student loans” and “cheapest homeowner loans”)
Mortgage (keywords include “refinanced second mortgages” and “remortgage with bad credit”)
Attorney (keywords include “personal injury attorney” and “dui defense attorney”)
Credit (keywords include “home equity line of credit” and “bad credit home buyer”)
Lawyer (“personal injury lawyer,” “criminal defence lawyer)
Donate (“car donation centres,” “donating a used car”)
Degree (“criminal justice degrees online,” “psychology bachelors degree online”)
Hosting (“hosting ms exchange,” “managed web hosting solution”)
Claim (“personal injury claim,” “accident claims no win no fee”)
Conference Call (“best conference call service,” “conference calls toll free”)
Trading (“cheap online trading,” “stock trades online”)
Software (“crm software programs,” “help desk software cheap”)
Recovery (“raid server data recovery,” “hard drive recovery laptop”)
Transfer (“zero apr balance transfer,” “credit card balance transfer zero interest”)
Gas/Electricity (“business electricity price comparison,” “switch gas and electricity suppliers”)
Classes (“criminal justice online classes,” “online classes business administration”)
Rehab (“alcohol rehab centres,” “crack rehab centres”)
Treatment (“mesothelioma treatment options,” “drug treatment centres”)
Cord Blood (“cordblood bank,” “store umbilical cord blood”)

When I am asked about ROI on Social Media I like to consider that if your Earned and Owned media presences have been created and maximised, you reduce your reliance on Paid media. This doesn’t mean you shouldn’t sometimes also pay for some extra attention, but it certainly means you depend less on these paid channels. And, because AdWords and other programs like it are based on an auction system, competitiveness and costs for them will continue to be driven upwards.

Generating ROI based on traffic – a simple formula

Let’s assume you are in the Real Estate industry and you want to decide between the immediacy of Pay-per-click and the long term benefits of Social Media and SEO.

You consider investing in Pay-per-click and generate immediate traffic.

If you generate about 1,000 visits a month paying $50 this equates to $50,000/month

If you invest the same amount of money across your Owned media and start to generate the same qualified traffic you have built yourself a long term asset and you can therefore amortise the investment over time.

This is an easy way to start a polemic on ROI in Owned Media versus ROI for PPC.

Which side are you on?

Social Media – How to influence in Social Media Communication

Lucio Dias Ribeiro — Wed, 03 Aug 2011 03:31:00 +0000

If you are employing Social Media in your marketing arsenal, you don’t just want your say to be supplementary to the discussion; you want your voice to be heard, repeated, shared and appreciated—and your message to be powerful and influential.
This is a presentation I’ve created for one of our clients at The Online Circle and I’m sharing here with you.

Persuasion in Social Media

View more presentations from The Online Circle

Feel free to download and use it with attribution
Cheers
Lucio

The value of a company

Lucio Dias Ribeiro — Sun, 17 Jul 2011 08:46:36 +0000

“The price of a company’s stock depends not on the value of a company but on the market’s perception of that value, which is often easier to change than value itself.” John Kay, Financial Times Get Social Media now? Related posts:Social Media Resistance – Breaking the Shell What is wrong with Twitter? ADMA Forum [...] Related posts:

The Social Media Revolution

Alan Long — Tue, 05 Jul 2011 04:21:14 +0000

Over the years there has been no shortage of Infographics and videos about the Social Media space. They have been great aids to promote Social Media and communicate it’s growth.

A new video was released last week by Erik Qualman and is worth viewing.

What’s the average for Likes and Comments for Facebook Pages?

Lucio Dias Ribeiro — Wed, 18 May 2011 06:10:51 +0000

Probably one of the most common tactical questions I’ve got asked when giving presentation is what’s the average/benchmarking for numbers of Likes and Comments for Facebook Pages?

Growing a base of Facebook fans is often a major objective for social media marketers (check our breakdown of Media approach ).

As fan bases grow, the danger increases that the larger community will be less close-knit and engaged than before. Link-sharing solutions provider Visibli analysed Facebook pages with at least 100,000 “likes” and found that for brands and media organizations, pages with more fans received fewer “likes” on each individual post. Engagement went down as the number of people involved went up.

Although numbers can vary depending on a series of facts (engagement history, industry segment, identity, season, etc) below you can find the average number of “likes” and comments per post (considering pages with more than 100k fans).

Average of likes and comments for Facebook

Hope it helps

Cheers

Lucio Ribeiro