People connect to form groups on Twitter for a variety of purposes. The networks they create have identifiable contours that are shaped by the topic being discussed, the information and influencers driving the conversation, and the social network structures of the participants.
Facebook is a cornerstone of most brands’ social media and marketing strategies. Over the past several months, they’ve been reducing the organic reach of Pages with a significant algorithm change. Even if a person Likes a company or organization on the social network, they’re unlikely to see that Page’s content in their News Feed. This…
As Community Managers, we’re constantly trying new things. Whether it’s a new network or a new CTA, experimentation is in the job description. Unfortunately, we, as Community Managers, are also really busy. Trying new things can be daunting, especially when you have a strict plan to hit your numbers. But, that shouldn’t deter you; The […]
DoSomething.org is a nonprofit membership organization for people under 25, intent on making those people care.
Beth Kanter's insight:
20 subject lines for every email
The team comes up with 20 subject lines to try for every email. "We’ve wanted to do that since I’ve been here for the last two years, but we finally got to the point where we have a really strong content writer, and I’m the product the manager, then we have an intern which is basically an entry-level content producer.
Now that we have the three of us who can dedicate some time, it’s really just five minutes of our day where we each write 5-10 subject lines. Before, we had one person on email. It was just me. I’d ping our data guy or our other colleagues. We didn’t have people invested in it. [It was about getting] enough and the right staff.
We noticed with our email subject lines that a lot of the tests didn’t have a lot of variance. The test would be marginally different by one or two percent, so it was almost not worth testing, because we were testing things that were so similar, like ‘Donate your jeans today’ and ‘Have you donated your jeans today?’ They were really similar. We do a lot of testing at DoSomething, so we thought we were being very specific and trying to control for all the variables. But we’ve learned that we should do totally the opposite. We should be testing with a lot of disparity, trying subject lines that are totally, totally different. Now [our open rates are] up 2-3% just from doing that."
When our eyes take in a color, they communicate with a region of the brain known as the hypothalamus, which in turn sends a cascade of signals to the pituitary gland, on to the endocrine system, and then to the thyroid glands.
Social media currency that can be exchanged for actual products
Beth Kanter's insight:
Dane Atkinson has crunched those numbers. He's CEO of SumAll, a New York startup that does marketing analytics. They looked at data from about 30,000 companies. SumAll connected tweets to web traffic and sales. They found that each time a customer tweets, it brings a company a pretty significant sales boost.
"From our math," Atkinson says, "it was about twenty bucks."
That's twenty bucks extra sales, on average, every time a customer mentions a company on social media.
"A customer that's tweeting on your behalf,” Atkinson explains, “creates more capital value for you, for sure. So you always want to find ways to get your communities to promote your product."
The trick is to get as many social media users as possible to mention your company.
The other day, I was meeting with an associate who was relaying to me his frustration with influencer marketing: "Tara, influencer marketing just doesn't work. I made a deal with the most influenti...
Beth Kanter's insight:
But I *am* a fan of building out relationships in active networks – which can be entered by building relationships with influential types that operate within that network. It’s a longer term, more intensive task, but it pays off big time. You just need to follow relationship protocol and slowly climb the Social Engagement Ladder:
They did a follow up webinar in Jan. 2014 - presenting these three case studies.
Shaheen Mamawala, RWJF, and Michael Berman, The Strategy Group, will discuss plans for measuring the new RWJF Leadership Network's ability to foster new collaborative opportunities, frequent exchange of ideas, and robust communication. The Network, housed on LinkedIn, was soft launched in December 2013 and will be broadly launched in spring 2014.
Daniel Silverman and Joyce Sood, Irvine Foundation, will discuss how Linked Learning--an interactive infographic--has spread the story of Irvine's youth education program to different constituencies.
Chantell Johnson, MacArthur Foundation, will discuss a network analysis of the field of digital media and learning, a programmatic focus of the foundation.