Lift9 Blog Social Media Solutions

8Dec/091

Our Listening Work at Lift9

As part of our sales process, sometimes we create an analysis report to present to our prospect. We'd like to share one so that you can get a better feel for our analysis and how we actually provide the "So What" that gets beyond the pretty graphs.   Here is a report that we prepared for Nordstrom focused on a recent promotion they ran tied to the Twilight movie.

Lift9 Analysis Of Nordstrom Twilight Campaign

View more documents from Warren Sukernek.

We've found that fashion, Twilight or otherwise, is very visual. There is so much opportunity to really engage and measure in this space.  Integrating all social media channels works very effectively in promoting an event.  Twitter and blogs were excellent channels for marketing the Twilight movie sweepstakes and the New Moon Fashion collection introduction.  However, in such a visual environment, results would have been even more impressive if video and imagery had been an integral part of the campaign.

As part of the analysis, we manually compared the activities of a few major retailers(Nordstrom, Macy's, Neiman Marcus and Saks Fifth Avenue) on Twitter, YouTube, Flickr and Facebook. Some retailers are stronger in one channel than another, but none seems to have mastered usage of them all, particularly when the platforms are integrated.

Some of our conclusions:

  • These retailers have all taken the first step in incorporating social media as part of their ongoing efforts and should be applauded.
  • Fashion is a highly engaging, emotional, consumer oriented category.  It is the perfect match for the participatory, engaging nature of social media. Thus, the retailers should be at the forefront of this activity with more dynamic videos, images, blogs, tweets, Facebook and MySpace pages.
  • However, all activities must be integrated across the social media platforms and websites.

What do you think about the analysis?  What conclusions can you draw from the report?

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16Oct/093

Asking the ‘So What?’ of Social Media Monitoring Reports

Ever been at a party when a person recites some interesting stats?

"Did you know that Washington DC has the largest disproportional number of females to males of all major US cities?" "Did you know that 47% of all ventured-back American startup companies had a founder or co-founder who was born outside the US?"

Sure you have. Most react to such insights with genuine initial interest, but then quickly move onto other topics. The stats serve mainly as entertainment value.

Well, some of the social media monitoring reports come off the same way. Initially, they are interesting tidbits and fun to review, but the takeaways are at times very shallow. The reviewers of such information don't always have the time or the proper structure to dig deeper to find actionable results.

Pretty graphs and reports are only worth the paper that they are printed on unless that information provides actionable insights that lead to moving toward a desired goal. This could mean asking more penetrating questions that once answered lead to such compelling insights. This is a fluid circular process of gathering data, analysis, aligning with marketing goals, filtering out actionable insights, implementation, measurement. Standard reports, therefore, generally fall short as it only gathers data with cursory insights.

That is why when I really want to have a meaningful conversation, it is usually one-on-one or in small groups, and not at a party. For social media reports, ask the "so what?" and make the information come alive and actionable.

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