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Mission Impossible: Measuring Social Media Return on Investment
In August 2011, the digital strategist at Online Advertisers, a small digital media company (web development, affiliate marketing, and social media management), was faced with finalizing a value proposition for a new social media marketing division, Online Advertisers Social. Online Advertisers was a creativity-driven company. Data and analytic capabilities were generally not the reason why clients worked with Online Advertisers. Online Advertisers attracted clients by being young, in touch with trends, energetic, and creative. However, clients (especially larger clients) wanted analytics — metrics that could be used to objectively quantify returns on social media investment. The digital strategist saw an opportunity to position Online Advertisers Social as a social media company that offered smaller businesses insights into their target markets that they would not otherwise have access to due to budget constraints. <br><br>The digital strategist needed to create a value proposition that balanced an analytics focus with Online Advertisers’ creative marketing and design. The company was too small to offer a large-scale competitive analytical package, and had relied too heavily on intuition in the past to create a competitive data-based social media package. The digital strategist went through the nuances of social media management, including campaign management and community management, and the issue of offering services related to the measurement of social media ROI in a rapidly growing and maturing industry. -
YouPostIt! Communicating the Value of a New Business
The director of new business development and strategy at Redmas Digital, an enterprising start-up, needs to write two sales e-mail templates for Redmas’s newest pet project, YouPostIt! One of the e-mails is for leads that the company has not done business with before (cold leads) and the other is for leads that the company has done business with before (warm leads). The director has to write concise e-mails with high “skim value.” He must distill a large amount of information regarding the company value proposition and company history in an engaging way. <br><br>YouPostIt! is an experimental marketing company owned by Redmas Digital. The concept is simple: consumers get a chance to send physical postcards for free. Consumers log in at YouPostIt.com, upload a photo and write a short note, and then choose a border to go around the picture on the postcard (the border is a corporate logo). The business that occupies the border of the postcard assumes the cost of the postcard. Businesses have the opportunity to include coupons on the physical postcard and via an e-mail notification message after sending. How can the director write these sales e-mails to businesses he believes will want to pay for consumers’ postcards?