Posted: March 31st, 2011 | Author: admin | Filed under: Uncategorized | No Comments »
Social is definitely in fashion. All of a sudden everything from search through to e-commerce is proceeded by the word „social‟. Of course, the leisure industry knows better than most the power of social, after all personal recommendation is still the most powerful form of advertising, with word of mouth contributing to a large part of any venue‟s customers. Our collective desire to know what our friends are doing has fuelled the meteoric rise of countless social networks from MySpace and Bebo, to Facebook and Twitter, not forgetting Youtube and Flickr. It is no wonder that every business has scrambled to benefit from this new form of digital recommendation and climb on board the social bandwagon.
Now in 2011, as everyone takes long hard looks at their budgets, the need has never been greater for leisure groups to validate and measure the benefits delivered by their increasing investment in social media and digital marketing. However, before going headlong into number crunching, it is important to realise that whilst the size of a company‟s online social reach is a reflection of the level of social media participation, it is not symbolic of brand stature, resonance, loyalty, or advocacy, nor is it an indicator for business performance.
Social media marketing delivers a wide range of benefits to organisations that are beneficial in the short term and long term in both quantitative and qualitative ways. To properly value the impact of it‟s social media marketing investments, leisure groups must align their objectives, metrics, targets, and strategies across four perspectives:
Financial – has revenue or profit increased or costs decreased?
Digital – has the company enhanced its owned and earned digital assets?
Brand – have consumer attitudes about the brand improved?
Risk management – is the organization better prepared to note and respond to attacks or problems that affect reputation?
Using a Social Media Marketing Balanced Scorecard, marketers can evaluate a diverse set of short and long-term benefits that are both financial and not. This approach furnishes several benefits, such as aligning measurement to all corporate objectives and not just sales, providing a means for gaining consensus from diverse stakeholders and avoiding short-term gains at the expense of long-term brand health.
Social is definitely in fashion.
All of a sudden everything from search through to e-commerce is proceeded by the word ’social’. Of course, the leisure industry knows better than most the power of social, after all personal recommendation is still the most powerful form of advertising, with word of mouth contributing to a large part of any venue‟s customers. Our collective desire to know what our friends are doing has fuelled the meteoric rise of countless social networks from MySpace and Bebo, to Facebook and Twitter, not forgetting Youtube and Flickr. It is no wonder that every business has scrambled to benefit from this new form of digital recommendation and climb on board the social bandwagon.
Now in 2011, as everyone takes long hard looks at their budgets, the need has never been greater for leisure groups to validate and measure the benefits delivered by their increasing investment in social media and digital marketing. However, before going headlong into number crunching, it is important to realise that whilst the size of a company’s online social reach is a reflection of the level of social media participation, it is not symbolic of brand stature, resonance, loyalty, or advocacy, nor is it an indicator for business performance.
Social media marketing delivers a wide range of benefits to organisations that are beneficial in the short term and long term in both quantitative and qualitative ways. To properly value the impact of its social media marketing investments, leisure groups must align their objectives, metrics, targets, and strategies across four perspectives:
- Financial – has revenue or profit increased or costs decreased?
- Digital – has the company enhanced its owned and earned digital assets?
- Brand – have consumer attitudes about the brand improved?
- Risk management – is the organization better prepared to note and respond to attacks or problems that affect reputation?
Marketers must learn to evaluate a diverse set of short and long-term benefits and not concentrate solely on the financial aspect. This approach furnishes several benefits, such as aligning measurement to all corporate objectives and not just sales, providing a means for gaining consensus from diverse stakeholders and avoiding short-term gains at the expense of long-term brand health.
Posted: March 3rd, 2011 | Author: admin | Filed under: Uncategorized | No Comments »
So much has been happening here, that we thought it was about time we updated our blog.
Since the launch of Whaddado.com we’ve been researching how best we can help the leisure industry promote themselves and their events.
Your audience is tech savvy, are you?
We commissioned research to discover how people currently find things to do and to what extent they are influenced by their friends. Of particular interest to us was on people’s use of technology to stay informed and plan their social lives.
It is not surprising that 87% of the people we questioned used Facebook on a daily basis and that 48% of people actively used Facebook to organize an evening out. We were however, a little taken aback to discover how many people already have a smart phone (55%) and the percentage of people that regularly use Google as their primary means for discovering ideas for things to do (30%).
Now in 2011, as everyone takes long hard looks at their budgets, the need has never been greater for leisure groups to validate and measure the effects of their marketing efforts. Shouldn’t leisure companies now be looking to Facebook and Google for ways to promote their businesses, rather than the more traditional media? And surely it is time to make sure that every printed ad does a better job of promoting a company’s website, Facebook Page and Twitter account, than the usual tiny mention placed discreetly at the bottom of the ad?
So we’ve decided to make it our mission to help every leisure group get more fans and followers and learn simple tricks for engaging with their increasingly tech savvy audience.
Today we’re delighted to announce the launch of Whadda Media and our accompanying website whaddamedia.com, a social marketing company with a difference. We’re all about transforming leisure company’s social marketing efforts through cost effective online tools. Our service is affordable to all, from single venues to the largest chains. We promise to save you time, increase awareness of your business online, give you some handy marketing tools, teach you a thing or two and most of all, we’ll keep you ahead of the game, giving you ultimate control over all your social media.
Please keep an eye on this blog as we will continue to post our thoughts and advice on how the leisure industry can really take advantage of social media. More to follow soon…
