Blog

“Social Media ROI” should not be an oxymoron.

October 6, 2009

Remember the old days (2008) when so many brands were trying to decide whether or not to engage in social media?  Today, the hot question on the minds of brand managers is “Now that we are here, how do we measure and increase brand value from these investments?”

According to the latest report from eMarketer.com, most have a long way to go.

Despite widespread adoption of social media, measurement still lags. Only 16% of those polled said they currently measured ROI for their social media programs. More than four in 10 respondents did not even know whether the social tools they were using had ROI measurement capabilities.

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Measuring the success of social media marketing can be difficult, but using a variety of hard and soft ROI metrics is one solution. For example, distributing a coupon via a social network and monitoring its redemption can put a concrete number on social success. And marketers can also assign a dollar value to soft metrics, such as number of fans or followers, to measure ROI.

Unlike many agencies that lead with a creative tool or campaign, we lead with a focus on defining metrics. Creating value in social media is less about one big idea and more about pointing a thousand little ideas in the direction of unified metrics. This is impossible to do without a clear vision of how to define that value upfront.

How clear are you on how social media can and should be used to drive measurable value for your brand?

The #1 women’s online destination arrives on Facebook.

September 21, 2009

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iVillage is one of the first and largest communities for women online. Their decision to make the move onto new social media platforms including Twitter and Facebook was more than just a ploy to increase traffic back to their page. The brand is focused on extending its community onto these platforms in a way that creates new value for the business and unique experiences for users.

As Michele Mitchell, VP of Audience Development and Retention for iVillage explains, “For us Facebook is not simply a place for us to advertise, it’s a new platform for us to build our business and extend our community.”

Check out the new iVillage Facebook presence and stay tuned to see how we continue to help this initiative grow to become an increasingly important part of their business.

You’ve never seen a Facebook page that looked like this.

September 17, 2009

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When you’re creating a social media presence for Versace, you can’t simply design any old Facebook page. It must be a Versace Facebook Page. By combining key social media tools with big visuals, hot runway videos, and meticulously curated experiences, we created a Facebook presence that is, well, very Versace. Perfetto!

WWD feature on social media shines spotlight on enter:new media.

September 14, 2009

09-09-17_wwdMonday’s Women’s Wear Daily put the spotlight on social media with an article featuring an interview with enter:new media president, Mark Curtis. In addition to weighing in on the e-commerce impact social media can have for fashion accessory brands, Mark was able to touch on the importance of luxury brands controlling the context of their initiatives

According to Curtis, companies going social must stay specific in their branding efforts or risk veering down-market. A firm can spend years carefully cultivating an image through print advertising and runway shows only to see its efforts undone once it posts its first tweet.

“Some luxury firms present their brand on Facebook the same way ‘Joe’s Plumbing’ does, or lets interns run their Twitter feed,” Curtis said. “Social media is such a huge opportunity for brands and every detail – whether it’s putting out a post that is off-brand or not correctly handling this frenetic conversation – can undo so much effort and investment that’s been built up for so long.”

See the full article here.

Versace: #FNO Live On Twitter

September 11, 2009

09-09-17_versace_image1Versace knows how to launch a twitter profile! Within hours of debuting their first official Twitter presence, we were on the ground live tweeting from their 5th Ave boutique partying it up on Fashion Night Out (#FNO). Tweets never looked hotter as we caught supermodels Chanel Iman and Hana Soukupova posing for a packed house.

For YMI, Becoming a Fan Has Its Privileges

September 7, 2009

09-09-17_ymi_image1YMI Jeans takes the value of its relationship with its fans on Facebook very seriously. Whether it’s giving away a free pair of jeans or a Fan-exclusive Shopping Spree, YMI is making every effort to make sure its fans get the royal treatment. Recently, YMI is also using conversations on Facebook to provide an extra layer of customer care for online shoppers. Recently, the brand even let fans choose the image for their upcoming ad capmaign! Now that’s impressive. The result? The YMI / enter:new media team is quietly setting new standards for how to nurture a focused, passionate group of brand ambassadors.

We’re Kind Of a Big Deal (in Germany)

September 3, 2009

Everybody is looking to get fans on Facebook. Why? Because the lifetime value of that fan relationship can be enormous if handled with the right social media strategy and execution. No wonder the industry is looking high and low for best practices in netting as many fans as possible.

enter:new media’s work on VH1’s Facebook fan page was recently highlighted by the German blog FacebookMarketing.de as a prime example of multiple best practices including a strong call to action, fan exclusive content, and integrated use of an application.

While we may still rank far behind David Hasselhoff in the hearts and minds of Germans, we still really appreciate the nod.

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Keep an eye on us

August 17, 2009

090805_pg3_img1_vh1enter:new media is profiled as one of the “social media agencies to watch” in a new article by iMedia Connections’ Michael Estrin. Based on an interview with Mark Curtis, the article covers our use of “Fan Only” content on Facebook and gets Mark’s take on what requirements brand managers should keep in mind when selecting a social media agency.

"Find Us on Facebook" is SO Yesterday, Facebook Fan Box is the New Hotness

July 9, 2009

09-07-10_Become a FanThe new Fan Box is essentially a free Facebook Connect widget brands can add to their existing website(s) to enable visitors to become a Facebook fan without ever actually leaving the site.

The Fan Box replaces the static  “Find us on Facebook” button and should help brands better leverage their existing site traffic to build their Facebook community. The Fan Box can even be customized to highlight recent status updates, number of fans, videos, etc.

Brands need to not only determine where to place Fan Boxes on their site(s) but which features to leverage. We are currently testing different executions to determine best practices. For example, you can see an example of our test of the Fan Box right below the real-time Twitter feed on the YMI Obsessed Blog. We are also moving quickly to implement the Fan Box into the canvas pages of certain Facebook applications.

We’ll provide an update as the real impact of this new widget comes into clearer focus.

A Call To Action: What Facebook Usernames Mean To You

June 22, 2009

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One of the biggest developments on Facebook over the last couple of weeks has been the Facebook Username Landrush – basically a vanity URL for profiles. While this service was only available to Facebook’s top advertisers prior to June 13th, any business public profiles with over 1,000 fans can now apply. (After June 28th, usernames will be available to business public profiles with under 1,000 fans.)

The initial launch of this feature caused such a stir that it was covered on CNN, yet the big question remains – what exactly does this mean to marketers?

Our take is that these custom URLs make it substantially easier for our clients to integrate Facebook into their overall marketing mix. Once upon a time, social networks were viewed simply as another tool to drive traffic to a brand’s main web site. As Facebook’s ability to create brand value in its own right has become increasingly clear, it now makes sense for brands to use their FB presence as a major call to action across email, print, tv, radio, billboards, web, and live events…

In April, Vitamin Water broke new ground by using their Facebook Public Profile as their primary call to action for their multi million dollar campaign around Vitamin Water 10. How will you leverage your brand’s new Facebook URL?

Look for upcoming profiles on how enter:new media’s clients are fully integrating their Facebook presence into their entire marketing mix.