Sunday, July 12th, 2009
When I blogged about this two days after it was posted on Youtube:
two days has just under 15,000 views, just over 4,000 ratings (with an average of 5 stars), over 1,000 comments
Today, six days after it was posted on Youtube:
- just over 2.3 million views
- 19,358 ratings (with an average of 5 stars)
- 12,250 comments
So the initial 15,000 views x 4 minutes of negative engagement is now 2.3million views x 4 minutes of negative engagement.
Since everyone seems to be hung up on using physical world ROI to apply to social media, let’s do this in the reverse situation.
Let’s use the lowest conversion/open rate possible (I’m thinking direct mail with about 1%), I’ll halve that for the internet at 0.5%, which is 115,000 people. If these 115,000 people say “I’m never flying United again”, how much does that translate in negative ROI over each customer’s lifetime at an average of say, one trip a year?
Of course, this isn’t a “scientific” way of calcluating anything. But that’s what we do isn’t it? Buy a million banner ads and hope for a 1% clickthrough rate. This is the same thing, working against you.
Can your company afford that?
Tags: conversion rate, customer lifetime value, direct mail, negative brand coverage, negative brand interaction, open rate, ratings, ROI, united airlines, united breaks guitars, views, youtube
Posted in Poor Practices, case studies, social media, social media business | 2 Comments »
Tuesday, April 28th, 2009
I was wondering what content was drawing the most readers on my blog for the past year or so that I’ve been blogging, so I logged into Wordpress Statistics and checked out the top 10 posts, traffic-wise, for my blog:
Brands On Blogs
Of the top 10, eight are posts that talk about brands: EA Games, Evernote, Plurk, Yahoo, Magnum, Association of Bloggers Singapore, Twitter, and Flip.
Looking at the top “brand” post that has the most traffic, my review of the Flip Cam Mino, it’s interesting to note that although the post was published in August of 2008, there’s pretty much been a steady stream of people actively searching for it and landing on the page (I know this because Wordpress Statistics also has keyword statistics, and every other day “Flip Cam Mino” or “Flip Cam Review” turns up).
Flip Cam Review Traffic
So what’s the point? If you’re still not convinced that blogs are really powerful, just consider this data (granted, sample size of one), and think for a minute about the millions of blogs worldwide that could have said something negative or positive about your brand pretty much since the dawn of the internet, and what that means for your brand if you don’t do something about it, right now.
Tags: abs, association of bloggers singapore, blog post traffic, blog posts about brants, brands on blogs, consumers reading about brands, ea games, evernote, flip, flip cam mino, keyword statistics, magnum, millions of blogs worldwide, negative brand coverage, Plurk, positive brand coverage, sample size, top 10 posts, twitter, what are people saying about your brand, wordpress statistics, yahoo
Posted in case studies, social media | No Comments »
