Mediaboss Marketing

Getting more followers or going viral isnt why campuses invest in social media. They invest because its a primary communication channel used to increase brand awareness and equity, build alumni affinity, recruit students by increasing applications or yield, or any other number of objectives found in a campus strategic plan. The metrics we use to measure it should assess those goals. Yet many social media managers and their CMOs are tied to vanity metrics like followers or engagement rate. When campus social media efforts align with campus priorities, the way we measure social media must change.

Move Beyond Followers and Engagement

If your social media reporting focuses on followers, engagements and impressions from a handful of official campus accounts, it doesn't assess your impact on campus priorities. Rather, it measures how well youre conforming to the metrics social platforms choose to report, regardless of strategic alignment. Vanity metrics dont assess how social media helps or hurts your brand, impacts enrollment, or secures alumni donations. Prioritizing vanity metrics forces your staff to align their social strategy and content creation to the demands of platforms instead of your strategic plan.

Measuring the entire social media conversation about your institution -- not just your contribution to it -- along with direct goal-related conversions prompted by social media content is a better way to assess your social media efforts.

Social Media Metrics to Assess Brand

Angela Polec, vice president of enrollment, marketing and communications at La Salle University, puts it this way: Marketers tend to report in-the-moment metrics from social media such as followers, engagement and reach so we see whats working for us and how our posts and our content are performing. But if your brand is truly what people say about you, she says campus marketing leaders should be concerned with how the conversation forms around us, not just from us.

To measure the entire conversation about your brand on social media, you need to go beyond the analytics within platforms or social media management software. Social listening metrics capture your content as well as what others say about you, whether youre tagged or not. Start with three basic brand metrics.

Jenny Petty, director of enrollment marketing at the University of Wyoming, recently presented social listening metrics to her cabinet and trustees while talking about the impact of the pandemic on their brand. Presenting social listening metrics allowed me to frame our work on social media as managing the brand as an asset. Instead of sharing our most popular posts (which can come across as cutesy), approaching social media this way underscored that what people say about you -- or dont say about you -- is your brand. It shifted leaderships view of marketing from strictly being promoters to being managers of an important asset: our brand.

Typically, 64percent to 88percent of online conversation about colleges and universities occurs on social media, and much of that is earned conversation. Leaving that conversation out of your social media reporting ignores the contribution of word of mouth to your brand.

Tie Social Media to Revenue and Enrollment

Beyond brand, marketers have a responsibility to demonstrate how social media contributes to institutional priorities. A few years ago, Tony Dobies, senior director of marketing at West Virginia University, grappled with this task as his team grew. Likes and followers and pretty pictures don't prove the worth of social media, he said. We had to find something that senior leadership, up to the Board of Governors, could understand. That's money and enrollment.

The WVU team focused on measuring conversions for common recruitment milestones, such as registering for a campus visit or starting an application. This is where most campuses start; other revenue-driving conversions may include donations, housing or dining plans, or special event sales. If you promote these on social media with a link, the conversions happen on your website.

Data to demonstrate impact and value comes from web analytics software (e.g., Google Analytics), not social media platforms. Dobies counsels, You need to know how to use Google Analytics, otherwise you don't have the foundation to get this far. If you don't have conversions set up, you shouldn't be thinking about how to connect it to social yet. If youre new at this, start with the free Google Analytics Academy.

Get buy-in from leadership to identify website actions to track as goals, and work with your web developers or marketing technology team to ensure theyre implemented. Its possible this infrastructure already exists for your website or email marketing; Dobies built on existing practices at WVU. After the foundation is established, you can begin to publish social media content with built-in tracking (i.e., UTM codes) so you can tie efforts to outcomes.

You could -- and should -- go one step further by assigning a dollar value to each goal conversion. Identify how much a campus visit or application is worth to the university, working backward from net tuition revenue using enrollment yield rates (if this is a new concept for you, page 37 of the Enrollment Growth Playbook is a good place to start). For fundraising or ticket sales, use the actual value of the transaction. Assigning a dollar value to website conversions allows you to connect social media efforts to revenue.

In six months during 2019, our organic social media efforts resulted in $200,000 worth of enrollment conversions, Dobies explained. Going forward, well get even more specific to understand how much revenue Instagram Stories generates, or even a specific post. Well also expand beyond enrollment conversions.

Measure What Matters

Social media is part of an integrated marketing strategy, and every campus should treat it as the high-profile, high-potential communication channel it is. This includes assessing social media efforts against core campus goals rather than through a social media platform. Measuring its impact on brand and enrollment allows leadership to make informed decisions about investments in social media staff and tools to impact strategic objectives.

Liz Gross is the founder and CEO of Campus Sonar, a social listening agency dedicated to higher education, and author of Fundamentals of Social Media Strategy: A Guide for College Campuses. Find her on Twitter: @LizGross144.

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We're Measuring Social Media Wrong | Call to Action: Marketing and Communications in Higher Education - Inside Higher Ed

"Wendy's was built on fresh, real ingredients and our recently launched breakfast menu is no exception," said John Li, vice president of culinary innovation at Wendy's. "Our partnership through the AEB's new program helped us expand on consumer demand for a high-quality breakfast by highlighting the inclusion of real, fresh-cracked eggs on our breakfast sandwiches and inspiring drive-thru and delivery orders across our key markets."

For the program, the AEB enlisted social media influencers in six key Wendy's markets to promote and drive trial of the restaurant's new breakfast sandwiches made with real eggs a fact that research has shown increases perceived product value when consumers are made aware of it. Instagram posts and stories featuring freshly cracked eggs were published on Wednesday and encouraged followers to celebrate #Weggsday an AEB social marketing campaign by ordering breakfast from their local Wendy's.

"We were so excited that Wendy's was developing new breakfast menu items featuring freshly cracked eggs and knew we wanted to partner to support their efforts and add our marketing prowess to help turn up the volume! The Incredible Egg fits perfectly within the Wendy's promise of fresh, high-quality, real ingredients and we're proud to support these incredible new menu items and start this new friendship off so strongly," said Emily Metz, president and CEO of the American Egg Board.

The partnership exemplifies one of many ways America's egg industry through its national commodity marketing checkoff, the American Egg Board supports the foodservice industry. These efforts now also include solutions to help foodservice operators adapt and drive traffic in the COVID-19 environment.

"The AEB has a long and established record of providing custom strategic solutions to meet the unique needs of top national QSR partners, like Wendy's and we've shown how eggs can help drive business results," Metz said. "As a trusted partner to the foodservice industry, the AEB is now investing in helping restaurants of all shapes and sizes safely drive traffic during the pandemic by leveraging The Incredible Egg's versatility, functional benefits and tremendous popularity with consumers."

The AEB recently introduced a foodservice recovery program encompassing enhanced partnership support for large chains like Wendy's; resources and tools to take advantage of off-premise opportunities such as drive-thru, carryout and delivery; and a new "Boosting Breakfast Business" program for smaller and independent operators that have been particularly hard hit by the pandemic.

"Restaurants that can meet the consumer where they are today by capitalizing on off-premise options and promoting use of real, authentic ingredients with strong consumer appeal, like eggs, may reap near- and long-term benefits including capturing loyalty and market share. And we're helping them do that," said Nate Hedtke, vice president of insights and innovation at the AEB.

In addition to providing custom support to national QSR partners, the AEB has developed a suite of resources featuring eggs to help foodservice operators attract consumers and drive traffic.

To learn more about how The Incredible Egg can help foodservice operators, please visit IncredibleEgg.org/professionals/foodservice or email Phaedra Ruffalo at [emailprotected].

About the American Egg Board (AEB)Home of The Incredible Egg, the American Egg Board (AEB) is the national marketing organization of America's egg farmers. The AEB's mission is to increase demand for eggs and egg products through research, education and promotion. The AEB is located in Chicago, Ill. For more, visitIncredibleEgg.org.

SOURCE American Egg Board

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American Egg Board Partners with Wendy's to Drive Breakfast Menu Trial - PRNewswire

Is YouTube part of your 2021 digital marketing plan?

The online video leader remains a key platform, despite rising challenges from Facebook, Instagram and more recently, TikTok. Indeed, YouTube has over 2 billion monthly, logged-in users - and what's more, YouTube has seen a rising amount of usage on home TV sets.

That presents significant opportunity for big-screen, impactful outreach, all with Google's advanced audience targeting options. It has the reach, the ad options, and now the potential to connect with viewers on the key focus for home entertainment. If you're making video content, you need to have YouTube on your planning map.

But what should you create your videos about, and what works best on YouTube?

The team from Headway Capital have put together a new infographic that highlights 10 key options for YouTube content.

If you're struggling to come up with an idea, or you need some direction, the below listing will help.

Go here to see the original:
10 YouTube Videos That Every Small Business Should Create [infographic] - Social Media Today

Moving the program online allows students outside of the PLU commute range to benefit from world-class faculty who seek to prepare our MSMA students for rewarding careers in a rapidly growing professional field, Mark Mulder, dean of the School of Business. So whether a student lives in Portland, Oregon, Boise, Idaho, or Bozeman, Montana, the online program allows us to offer a unique learning opportunity.

This is the first time in the universitys history that a masters program will be offered online. Plans to move the program online began prior to the COVID-19 pandemic. However, it was formally tested when the pandemic forced students to remote learning. The School of Business faculty trained via PLUTO (PLU Teaching Online) courses, to ensure the same level of quality that is offered in the face-to-face setting.

The MSMA features smaller class sizes and faculty who get to know their students, their dreams, and their passions, Mulder said. There is an incredible amount of support from faculty, and students are never a number but rather a relationship. Even students who were a bit unsure of a masters degree in analytics find that they can flourish in analytics because of this approach. In all cases, the care that PLU is known for will be present in the course design, whether that is working independently at times, or with others.

MSMA students have the option of enrolling in a nine-month or 21-month course. Students who live and work locally will have the option to attend in-person activities such as research forums, conferences, and company visits.

The PLU MSMA program is currently accepting applications for the Fall 2021 cohort. Students interested in the program can schedule an appointment by phone, schedule a virtual information session, or request more information directly from the MSMA program.

PLU is offering a free ebook: Building a Career in a Data-Driven Age A Guide to a Masters in Marketing Analytics for anyone looking for more information on the industry.

Continue reading here:
PLUs Master of Science in Marketing Analytics program to be offered exclusively online - Pacific Lutheran University

Timed with its 10-year anniversary, South Korean fashion brand Greedilous launched in the U.S. last month via a direct-to-consumer site that sells its made-to-order styles. It marks the first time the brand has been available to U.S. shoppers, despite that its shown at New York Fashion Week, collaborated with popular U.S. brands, and been worn by celebrities including Cardi B and Beyonc.

According to founder and designer YounHee Park, she was advised to explore and expand to the U.S. market by a top Japanese buyer because of the Hollywood influence. Park said she plans to incorporate the brands celebrity fans in its local marketing. In addition to American stars, they include actress Sandara Park, formerly of K-Pop band 2NE1, and Korean model Gabi Moon.

Kayla Marci, market analyst at retail data company Edited, said that Korean celebrities are becoming increasingly influential in the states. The popularity of K-dramas, now streaming on apps including Netflix, is expected to transition to the Western market, much like K-pop and K-beauty in recent years.

With the events of 2020 disrupting the traditional trend funnel, retailers and consumers have been drawing trend inspiration from other mediums such as music videos and viral series on streaming services, said Marci.

Overall, K-fashion has been catching on, particularly among streetwear fans, which have for years scooped up unique pieces by brands including PushButton and Ader-error. LVMH-backed L Catterton invested in Korean eyewear brand Gentle Monster in 2017, and more recently, Seoul Fashion Week has attracted global attention rivaling that of the four fashion capitals.

But considering Greedilous styles are far from trendy loungewear, the expansion could still prove ill-timed. Unlike the many fashion brands that have launched casual apparel categories since March, Greedlious has remained relatively focused on its bright statement pieces. According to Park, Greedilous was, however, the first Korean brand to make printed masks to match its ready-to-wear styles. And the timing isnt a concern, she said.

During this pandemic, the desires for self-exploration and -expression seem [stronger] than ever, and I am happy to continue sharing designs that empower people to communicate and express themselves without fear, she said, via a translator. Indeed, theres evidence that bright clothes have sparked joy for consumers during the pandemic.

The brands original U.S. launch plan, with physical components, was derailed due to the pandemic, said Park. So shes currently focused on building its local online and social media presence, and exploring ways to virtually communicate with local shoppers. Greedilous currently has 25,000 Instagram followers. Gaining awareness through a fashion marketplace or multi-brand e-tailer wasnt an option, she said.

Selling directly to the consumer allows us to have full control of our brand image and gain a better understanding of our customer in the U.S., said Park. We hope to use the [resulting] insights to offer better service and support, strengthen brand loyalty, and build stronger relationships with existing and potential customers.

According to Polly Wong, president of marketing and creative agency Belardi Wong, international brands are increasingly opting to launch stateside by way of DTC channels.

Theyre building DTC in the U.S. for the same reason wholesale brands are [now] building DTC in the U.S. People are starting to realize the power of the customer relationship, she said. If your customer buys your product in Amazon, you never really build a relationship with them and having a marketing customer database is a tremendous asset to a company. When you can continue to re-market directly to that consumer, you drive up their lifetime value and you drive up the profit of the company.

Greedilous U.S. e-commerce site is simply the Korean site updated to feature English copy and local currency. As the brand doesnt have a local warehouse, orders will ship from Seoul, arriving to U.S. shoppers in 2-3 days via FedEx, EMS or Master Air. Park is currently seeking a local web developer to take the site to the next level, with more imagery, for example.

In February 2018, Greedilous styles walked the runway at New York Fashion Week through Concept Korea, the government-sponsored fashion show aimed at promoting global awareness of Korean designers. Park said the show drove interest from U.S. buyers and celebrities, the latter of which shopped the styles and fueled awareness and rocketed sales in Korea. Beyonce bought an entire rack of Greedilous clothes in NYC, according to Park.

Also helping to market the brand are its regular collaborations with Barbie, Givenchy Beauty, Prada Eyewear and Paris Hilton, among others. Since launching in 2009, the brand has collaborated on 36 collections in Korea. Park said its a strategy she plans to continue in the U.S.

Park self-funded the brand until 2019, when she became one of five designers to receive a government grant from the National (Korean) Designer Fund. She said investors have come knocking, but shes passed as she disagreed with their ideas for the companys direction.

In 2016, Greedilous expanded into menswear after Park noticed men buying pieces from the line its made up of the same styles in mens sizes. Three years later, she launched Yunni G., a sub-brand targeting a younger demographic.

Moving forward, Park wants to grow Greedilous to become a large unisex brand, reaching Chanel status. A couture line is in the brands future, she said, especially as she sees it as an extension of the current on-demand manufacturing model. Greedilous currently employs eight people and four freelancers who specialize in pattern-making and production.

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Will K-fashion take off in the US? - Glossy