Make your social media experiment useful

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Advertising, Marketing, New media, Social networks, Twitter

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In reading the latest “controversy” in social media about Burger King’s ad agency tweeting on behalf of the client and the furor over authenticity and transparency, I came to this conclusion:

Burger King needs a new agency.

If you haven’t been following along, here’s the very short summary. CP+B is the agency in question tweeting as the fictional King character for Burger King on Twitter. Some social media folks object to a lack of disclosure by the agency, a lack of authenticity.

Here’s a different perspective on the issue: ROI. What in the world was CP+B thinking? I’d love to see even a back of the envelope ROI argument for creating a Twitter account for a fictional character to sell sandwiches, which is the whole point of Burger King.

Forget about transparency, authenticity, and whether or not an agency should tweet as a client. What in the world is the ROI or even apparent value of this initiative?

Here’s how I would have handled a client’s request to be engaged on Twitter: create a Twitter bot that you can message with your current location. It returns the three nearest Burger Kings so that you can get something to EAT, since the whole point of Burger King is to provide something for me to eat. I’d use it in a heartbeat when I travel. If Burger King and CP+B approached Twitter or social media in general from the perspective of being USEFUL, they’d get more sales and a measurable ROI.

It’s absolutely true that you can’t get precise ROI on social media. My work for the Student Loan Network means that ROI gets fuzzy, but the business connections, enhanced distribution of things like eBooks, inbound links, and other measurable activities are all improved by Twitter and social media. Can I put an exact dollar amount on it? No. Can I say that Twitter has improved the bottom line? Yes. Have I helped folks on Twitter get financial aid questions answered? Yes.

Be useful in your social media experiments. Don’t just do something in social media because it’s what the cool kids are doing. Do something that is useful, that serves a need, and your social media experiment will be a success.

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Comments

22 responses to “Make your social media experiment useful”

January 16, 2009

Bill Cammack

That's a brilliant idea for a way that they could have used Twitter. They TOTALLY should have done that.

I think “ghost-writing” for Twitter accounts is going to become more and more common, even a specific job description at some point. People would rather pay other people to handle their SM than take the time to learn it and maintain their internet presence themselves.

Reply
January 16, 2009

Cheapsuits

I get your point and your idea has merit but it's boring. No offense but google already does that by texting to GOOG Burger King and your zipcode. Don't get me wrong your idea should be fully implemented but along side the existing campaign. I like the fact that you can interact with the King. Who cares who is behind it. Full disclosure ruins the wonderful fiction for me. I am more apt to spend more time conversing in the BKLounge then I am searching for BK stores. My .02 cents. What the hell do I know anyway?

Reply
January 16, 2009

MarkWanczak

So you don't think that there's any potential for a King twitterer to be creative, original and stand out? I feel if the right person was behind that character, and took it to a different level, it could be wildly popular. People wouldn't follow for BK news, info or customer service. Instead, by making the 'King' human through tweets, BK would be making their brand human.

Sure, they could have a marketing pro also on Twitter for the normal corporate function, but I view the King as an opportunity many other companies do not have.

Reply
January 16, 2009

Bill Cammack

That's a brilliant idea for a way that they could have used Twitter. They TOTALLY should have done that.

I think “ghost-writing” for Twitter accounts is going to become more and more common, even a specific job description at some point. People would rather pay other people to handle their SM than take the time to learn it and maintain their internet presence themselves.

Reply
January 16, 2009

Cheapsuits

I get your point and your idea has merit but it's boring. No offense but google already does that by texting to GOOG Burger King and your zipcode. Don't get me wrong your idea should be fully implemented but along side the existing campaign. I like the fact that you can interact with the King. Who cares who is behind it. Full disclosure ruins the wonderful fiction for me. I am more apt to spend more time conversing in the BKLounge then I am searching for BK stores. My .02 cents. What the hell do I know anyway?

Reply
January 16, 2009

Matt Nelson

I have to say that I don't think Twittering as the “Burger King” is that bad of an idea. I mean they have already made him the spokesperson, created toys, commercials, and even video games with him. Why wouldn't they give him a voice through a direct broadcast channel like Twitter? If done well this could add a whole new level of engagement with the Burger King brand as well as give BK a direct channel to push specials, coupons and new from the organization.

Reply
January 16, 2009

MarkWanczak

So you don't think that there's any potential for a King twitterer to be creative, original and stand out? I feel if the right person was behind that character, and took it to a different level, it could be wildly popular. People wouldn't follow for BK news, info or customer service. Instead, by making the 'King' human through tweets, BK would be making their brand human.

Sure, they could have a marketing pro also on Twitter for the normal corporate function, but I view the King as an opportunity many other companies do not have.

Reply
January 16, 2009

Matt Nelson

I have to say that I don't think Twittering as the “Burger King” is that bad of an idea. I mean they have already made him the spokesperson, created toys, commercials, and even video games with him. Why wouldn't they give him a voice through a direct broadcast channel like Twitter? If done well this could add a whole new level of engagement with the Burger King brand as well as give BK a direct channel to push specials, coupons and new from the organization.

Reply
January 16, 2009

Ken Burbary

Chris/Mark – While the idea of a creative and original King character twittering, or active in other forms of media, doesn't reasonate with me, there is historical precedence that shows it can be a successful method for branding/brand communications. I've personally been involved with a major campaign for one of the biggest telecomm carriers in the US, that created a similar character to King. What about the Dell dude? Verizon guy? etc… There is evidence that it can be done successfully, and by successfully I mean in a way that generates engagement between the brand character (the King) and the consumers they are targeting.

Reply
January 16, 2009

Ken Burbary

Chris/Mark – While the idea of a creative and original King character twittering, or active in other forms of media, doesn't reasonate with me, there is historical precedence that shows it can be a successful method for branding/brand communications. I've personally been involved with a major campaign for one of the biggest telecomm carriers in the US, that created a similar character to King. What about the Dell dude? Verizon guy? etc… There is evidence that it can be done successfully, and by successfully I mean in a way that generates engagement between the brand character (the King) and the consumers they are targeting.

Reply
January 16, 2009

Bill Cammack

That's a brilliant idea for a way that they could have used Twitter. They TOTALLY should have done that.

I think “ghost-writing” for Twitter accounts is going to become more and more common, even a specific job description at some point. People would rather pay other people to handle their SM than take the time to learn it and maintain their internet presence themselves.

Reply
January 16, 2009

Cheapsuits

I get your point and your idea has merit but it's boring. No offense but google already does that by texting to GOOG Burger King and your zipcode. Don't get me wrong your idea should be fully implemented but along side the existing campaign. I like the fact that you can interact with the King. Who cares who is behind it. Full disclosure ruins the wonderful fiction for me. I am more apt to spend more time conversing in the BKLounge then I am searching for BK stores. My .02 cents. What the hell do I know anyway?

Reply
January 16, 2009

Mark Wanczak

So you don't think that there's any potential for a King twitterer to be creative, original and stand out? I feel if the right person was behind that character, and took it to a different level, it could be wildly popular. People wouldn't follow for BK news, info or customer service. Instead, by making the 'King' human through tweets, BK would be making their brand human.

Sure, they could have a marketing pro also on Twitter for the normal corporate function, but I view the King as an opportunity many other companies do not have.

Reply
January 16, 2009

Matt Nelson

I have to say that I don't think Twittering as the “Burger King” is that bad of an idea. I mean they have already made him the spokesperson, created toys, commercials, and even video games with him. Why wouldn't they give him a voice through a direct broadcast channel like Twitter? If done well this could add a whole new level of engagement with the Burger King brand as well as give BK a direct channel to push specials, coupons and new from the organization.

Reply
January 16, 2009

Ken Burbary

Chris/Mark – While the idea of a creative and original King character twittering, or active in other forms of media, doesn't reasonate with me, there is historical precedence that shows it can be a successful method for branding/brand communications. I've personally been involved with a major campaign for one of the biggest telecomm carriers in the US, that created a similar character to King. What about the Dell dude? Verizon guy? etc… There is evidence that it can be done successfully, and by successfully I mean in a way that generates engagement between the brand character (the King) and the consumers they are targeting.

Reply
February 6, 2009

Anonymous

thanks!

Reply
February 6, 2009

Mojave

The problem with social media in general has been the lack of detailed metrics. But that's changing everyday, we are seeing pretty amazing new metrics for SM over the last year.

But the larger issue for these brands is that fact that their agency is not developing an overall strategy on how all these tools work together, like you mentioned. The overall strategy should drive what tools you use, be it twitter, facebook, video, etc. It seems like all these agencies want to jump on the bandwagon and try everything that's hot, without a plan of what they want the consumer to do, feel or think along the way.

It's one of the reason social media isn't taken as serious as traditional interactive – but I believe we will see a huge shift as the tools become more sophisticated.

Reply
February 6, 2009

Mojave

The problem with social media in general has been the lack of detailed metrics. But that's changing everyday, we are seeing pretty amazing new metrics for SM over the last year.

But the larger issue for these brands is that fact that their agency is not developing an overall strategy on how all these tools work together, like you mentioned. The overall strategy should drive what tools you use, be it twitter, facebook, video, etc. It seems like all these agencies want to jump on the bandwagon and try everything that's hot, without a plan of what they want the consumer to do, feel or think along the way.

It's one of the reason social media isn't taken as serious as traditional interactive – but I believe we will see a huge shift as the tools become more sophisticated.

Reply
February 7, 2009

Mojave

The problem with social media in general has been the lack of detailed metrics. But that’s changing everyday, we are seeing pretty amazing new metrics for SM over the last year.

But the larger issue for these brands is that fact that their agency is not developing an overall strategy on how all these tools work together, like you mentioned. The overall strategy should drive what tools you use, be it twitter, facebook, video, etc. It seems like all these agencies want to jump on the bandwagon and try everything that’s hot, without a plan of what they want the consumer to do, feel or think along the way.

It’s one of the reason social media isn’t taken as serious as traditional interactive – but I believe we will see a huge shift as the tools become more sophisticated.

Reply
August 18, 2009

ruthdabu

Experimenting on social media means a lot, especially when you want o earn money through the use of the internet.

Reply
August 18, 2009

ruthdabu

Experimenting on social media means a lot, especially when you want o earn money through the use of the internet.

Reply
August 18, 2009

ruthdabu

Experimenting on social media means a lot, especially when you want o earn money through the use of the internet.

Reply