Interview with Robert Patterson, Director of Social Media and Analytics at MMG Worldwide
3 Comments
Robert Patterson, Director of Social Media and Web Analytics at MMG Worldwide
My day to day is analyzing marketing opportunities for our clients
A lot of the doubt around social media is in tracking and ROI
We start with analytics and see what social media referrals are already coming into the site
Look at the demographics and find your target audience, and then create messaging around that
We want contests to encourage loyalty
We try to get people to both opt-in by email and fan you on Facebook
Both email subscribers and Facebook fans are valuable
We don’t see Facebook fans from an ROI perspective, but as earned media equivalency
No one has really figured out the value of a fan yet
We’re looking for referral visits to a website and goal conversion rates
You need to compare goal conversion rates with other referral sources such as email and PPC
Typically individuals coming from social media are more engaged with the brand
Look at return on influence
In terms of volume, PPC is much larger than social media
Search engine traffic is typically 50-75% of website traffic
Social media is much lower volume, but conversion rates are usually higher
Integration is going to be key in the future, bringing social networks to websites
The open graph that Facebook recently released is a huge push into making the web wide open
Having a single login will be huge for encouraging people to share content across a wide range of websites
Third party reviews are less trusted than friends and family
The name of the game is interconnectivity
The quicker people are to get on board, the further they will be of their competitors just entering the space
See Robert this October at EyeforTravel’s Travel Distribution Summit North America 2010.
(I saw this interview format in an Esquire magazine article, and really like the brevity. What do you think?)
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I love the new format J as well as the smiling photo
You might want to colour the bold words in red so as to make it stand out…
Why not use this format as an introduction and give us the entire transcript of the interview afterwards for those who want and have time to read more ?
Speaking of interviews, maybe you could use this format as an introduction for my interview ?
And speaking of brevity, check out my new profile ( http://www.gravatar.com/mymitaroy ) and tell me what you think…
I like the consolidated profile, Mihir. My biggest gripe with joining new platforms, like Tumblr, is that I can’t find time to keep them all adequately updated and streamlined; it seems like you’ve found a nice solution: tying them all together!
That is exactly what I mean, Katie !
I know a lot of people like you who are such perfectionists and are so worried about not doing it right that they don’t do it at all ! Instead, try DO IT WRONG QUICKLY and the amount you will achieve will not only amaze those around you but you yourself will be amazed at the change in you. But evidently I am a poor salesman because I am unable to sell you the idea of DO IT WRONG QUICKLY well enough
I don’t understand what you mean by tying them all together. My Gravatar only houses all my links in one place…I have to update each and every one individually. But by doing it wrong quickly, I make it a habit and once something becomes a habit, then it is much easier to achieve.
Making a Gravatar profile is really easy. Just go to http://en.gravatar.com/ and you can create a simple Gravatar profile for yourself in 2 minutes. You can even link to your Gravatar profile when you comment on blogs such as HMS and Mitaroy as well as forums such as VisitCarmel.com
What I was hoping to do by showing you my Gravatar profile was maybe encourage you to create a Gravatar profile yourself with all your links in one place, a nice smiling photo
and a little introduction about yourself (like I did) for people who are meeting you for the first time online…even though it probably requires more than a few lines to discover what a wonderful person you are !
Cheers
Mihir