August 5th, 2009
So the ENGAGEMENTdb has been out for a little over two weeks and it’s interesting to look at what’s been most powerful at driving traffic to the site. Here is what we’ve seen to date:
- 32,000 visitors
- 105,000 pageviews
- 3 minutes on site
- 26,000 views of the report
- 6,000 people ranking their own social media efforts
- 5,000 visits to the database
- 800 unique submissions to the database
Being that we’re talking about the social web, I was really interested in how folks ended up on the site. Going in, my bet was Twitter would be the primary driver. Needless to say, I would have lost that bet. The TechCrunch post on the ENGAGEMENTdb is the number one driver of traffic to the site, accounting for 8.4% of all visitors while Twitter is accounting for 7.6%. Even more interesting, both TechCrunch and Twitter are outperforming all-powerful Google, currently accounting for 3% of the site’s traffic. I would bet we’ll see Google’s importance increase over time as the site gains reputation and we do some basic SEO on the site. But it’s certainly hard to argue with the power of Michael Arrington’s TechCrunch and Twitter as a way of driving traffic when you have something valuable to get out to the community.
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August 3rd, 2009
According to a recently published MediaPost story story, a new brand climbed to king of the Facebook hill: Starbucks unseated Coca Cola as the #1 Facebook brand. It’s not surprising, and it’s *not* all about Facebook. In fact, it’s all about multi-channel, deep-and-wide engagement initiative at Starbucks to connect with their consumers just like they do in their stores all around the world.
These investments pay big dividends. In Starbucks’ case, despite the extraordinarily unfavorable recession environment for premium-priced indulgence consumer beverages, the company is continuing to build its brand which will pay off when pockets are jingling again.
I’m not surprised by this finding as it matches well with the ENGAGEMENTdb Report we just released. Starbucks was the number one social brand among the BusinessWeek / Interbrand rankings of the world’s most valuable brands. Coke, on the other hand, ranked right in the middle of the pack at 51.
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July 19th, 2009
When you walk into any Starbucks location, you enter the ultimate of social spaces. Starbucks has worked hard to turn their corner of your world into your third place. So it’s a natural to see the company embrace social media to naturally move the brand into a rapidly growing online space. But with millions of potential customer touch points online, the company works hard to maintain consistency throughout its social media practice. In speaking with Starbucks, the best practices so readily apparent to maintain the perfect social meida blend include:
- Deputizing people throughout the organization
- Understanding how each social media channel provides a different dimension of engagement
- Centralizing coordination
- Finding champions who can explain and mitigate risk
Each of the above is detailed in the ENGAGEMENTdb Report. Check it out and leave a comment with your thoughts on the Starbucks approach.
Tags: Starbucks
Posted in Case Studies | 3 Comments »
July 19th, 2009
You don’t become the largest car company on the planet without careful planning and bold action. And, according to Toyota, you don’t enter the social media space without the same thoughtful consideration. Only two years into the social media game, Toyota is able to do a lot with a little by following principles that apply to almost any aspect of the business including:
- Being in it for the long haul
- Picking social media channels carefully
- Spreading engagement to employees beyond the social media team
Each of the above is detailed in the ENGAGEMENTdb report. Check it out and leave a comment with your thoughts about the Toyota approach.
Tags: Toyota
Posted in Case Studies | 2 Comments »
July 19th, 2009
With 35 team members, SAP has one of the largest social media teams around. However, those 35 people are tasked with keeping 1.7 million members talking and active for the benefit of the company and, more importantly, the developer community themselves. When you’re interacting with that many people, engagement isn’t a tactic for SAP; it is core to everything the company does. It gets to be that way by:
- Opening the platform to anyone and everyone
- Encouraging employees to tap into social media to get work done
- Engaging in new channels where people already are
- Supporting engagement as an extension of the company culture
Each of the above is detailed in the ENGAGEMENTdb Report. Check it out and leave a comment with your thoughts about the SAP approach.
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July 15th, 2009
Dell’s social media engagement was initially forged by crisis - From the “Dell Hell” summer of 2005 to the flaming laptops in 2006. But from these trials, Dell emerged as one of the most engaged and active companies in social media, with an engagement score of 123 in 11 channels. Their best practices pertain primarily to how to extend and sustain engagement across the organization.
In studying and speaking with Dell, it quickly became apparent the best practice themes that drive their social media strategies. Those themes include:
- Being conversational from the start
- Make social media part of the job, just like email
- Modularize and synchronize content across the channels
Each of the above is detailed in the ENGAGEMENTdb Report. Be sure to check it out and leave a comment with your thoughts on the Dell approach.
Tags: Dell
Posted in Case Studies | 1 Comment »
