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At WOMMA’s School of WOM conference, 360i’s Sarah Hofstetter (SVP of Emerging Media & Brand Strategy) joined Jessica Robinson, Associate Director of Consumer & Customer Engagement at Kraft Foods, to lead a session on how Oreo manages its global social community on Facebook.

Snapshot: Oreo’s global Facebook community

The session uncovered the best practices that have catapulted Oreo to global success on Facebook – the brand currently has 19 million+ highly engaged fans from all over the world – and answered a series of key questions along the way.

1. What does global community management require of marketers? Managing a global community requires marketers to be able to articulate their brand’s universal truth AND their brand’s role in digital and social media.

2. What are the key challenges in managing a global community? Beyond the operational challenges of balancing local content with global page management and moderating user-generated content, one of the core challenges for many global communities is how to bring people together across geographic and cultural lines. One way to do this is to invite fans to become a part of a large, community-building initiative that transcends local market discrepancies and emphasizes on the brand’s universal truth. An example of this is Oreo’s Guinness World Record event, which brought thousands of fans together from around the world to participate in something BIG.

3. What if something unexpected happens? The beauty of social is its ability to take new shapes based on community and public response. Whether or not the dynamic nature of social helps or hurts your efforts is in large part up to you. For example, during Oreo’s World Record attempt, the brand was dealt a significant curveball when rapper Lil Wayne entered himself into the race for the record. Oreo saw this as an opportunity to bring its community even closer together, as fans rallied around the beloved cookie brand. And although Lil Wayne eventually broke the record, it was a win-win as his unexpected entry brought more attention to Oreo’s effort and generated tremendous buzz around the event.

4. How do you craft content to connect with brand fans around the world? A key question for brands managing social community is how to capture the interest and imagination of tens of millions of people who hail from dozens of nations and cultures. The answer for Oreo is to focus on brand love and community – the very things that brought its fans together in the first place.

Check out Oreo’s global community at http://facebook.com/oreo.

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via kaushik.net

Here are the new terms that have been defined:

Building Block Terms:
        Page, Page Views, Visits, Unique Visitors, New Visitor, Repeat Visitor, Repeat Visitor & Returning Visitor

Visit Characterization:
        Entry Page, Landing Page, Exit Page, Visit Duration, Referrer, Internal Referrer, External Referrer, Search Referrer, Visit Referrer, Original Referrer, Click-through, Click-through Rate/Ratio, Page Views per Visit

Content Characterization:
        Page Exit Ratio, Single-Page Visits, Single Page View Visits (Bounces), Bounce Rate

Conversion Metrics:
        Event, Conversion

Here very briefly are the definitions (the real gold is in the comments that you see in the document for each definition, make sure you download it and read it carefully):

Page: A page is an analyst definable unit of content.

Page Views: The number of times a page (an analyst-definable unit of content) was viewed.

Visits/Sessions: A visit is an interaction, by an individual, with a website consisting of one or more requests for an analyst-definable unit of content (i.e. “page view”). If an individual has not taken another action (typically additional page views) on the site within a specified time period, the visit session will terminate.

Unique Visitors: The number of inferred individual people (filtered for spiders and robots), within a designated reporting timeframe, with activity consisting of one or more visits to a site. Each individual is counted only once in the unique visitor measure for the reporting period.

New Visitor: The number of Unique Visitors with activity including a first-ever Visit to a site during a reporting period.

Repeat Visitor: The number of Unique Visitors with activity consisting of two or more Visits to a site during a reporting period.

Return Visitor: The number of Unique Visitors with activity consisting of a Visit to a site during a reporting period and where the Unique Visitor also Visited the site prior to the reporting period.

Entry Page: The first page of a visit.

Landing Page: A page intended to identify the beginning of the user experience resulting from a defined marketing effort.

Exit Page: The last page on a site accessed during a visit, signifying the end of a visit/session.

Visit Duration: The length of time in a session. Calculation is typically the timestamp of the last activity in the session minus the timestamp of the first activity of the session.

Referrer: The referrer is the page URL that originally generated the request for the current page view or object.

Internal Referrer: The internal referrer is a page URL that is internal to the website or a web-property within the website as defined by the user.

External Referrer: The external referrer is a page URL where the traffic is external or outside of the website or a web-property defined by the user.

Search Referrer: The search referrer is an internal or external referrer for which the URL has been generated by a search function.

Visit Referrer: The visit referrer is the first referrer in a session, whether internal, external or null.

Original Referrer: The original referrer is the first referrer in a visitor’s first session, whether internal, external or null.

Click-through: Number of times a link was clicked by a visitor.

Click-through Rate/Ratio: The number of click-throughs for a specific link divided by the number of times that link was viewed.

Page Views per Visit: The number of page views in a reporting period divided by number of visits in the same reporting period.

Page Exit Ratio: Number of exits from a page divided by total number of page views of that page.

Single-Page Visits: Visits that consist of one page regardless of the number of times the page was viewed.

Single Page View Visits (Bounces): Visits that consist of one page-view.

Bounce Rate: Single page view visits divided by entry pages.

Event: Any logged or recorded action that has a specific date and time assigned to it by either the browser or server.

Conversion: A visitor completing a target action.

There is a lot more value added content in the document, it lays out key context that will help you think through and understand these definitions. Please download the WAA standards document.

 

ROI this, ROI that. Eventbrite has analyzed their inbound links from Facebook, Twitter, and Linkedin to find that Facebook has the most call to action when it comes to social commerce. While this is great news for marketers and brands everywhere, we would advise you to not use these numbers and only these numbers. This should be more of a guide. It goes without saying that if you have a larger more engaged audience that reacts quick on Twitter then put more of your energy there.

Could the native multimedia nature of Facebook have to do with higher ticket sales? Possibly. Could it also be because Facebook has that many more users than Twitter does? Probably. Remember, everything you do in social media should be measurable and actionable. Always make sure to have your KPIs in place before you start any engagement otherwise you won’t know if your efforts have been successful or not.

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What is the value of a Facebook share and how does it compare to Twitter? Those are questions online event service Eventbrite asked in 2010 and came up with the following numbers: one share on Facebook equaled $2.52 and a share on Twitter equaled

Six months later, in March of 2011, the company took another look and determined a Facebook share drove on average $1.34 in ticket sales compared with a tweet that drove on average $.80

Now that Eventbrite has opened a UK office and is expanding globally, the company asked those questions yet again, comparing both the US and UK markets. Here’s a rundown of what it discovered:

Facebook users in the US and the UK look similar demographically, with roughly 50% population penetration in both countries.

Facebook has the highest value per share in the UK compared to other social networks, which mirrors the US. On average a Facebook share generates £2.25 in additional gross ticket sales, while a share on Twitter drives an average of £1.80.

When someone shares an Eventbrite event through Facebook, Twitter, or LinkedIn in the UK, it generates an average £1.77 in additional ticketing revenue for the event organizer, while in the US, one share generates an average of £1.42 across the three platforms.

When the numbers are converted to Pounds Sterling, the social commerce impact from Facebook is stronger in the US, while Twitter and LinkedIn are stronger in the UK

In summary, a Facebook share in the US is 56% more impactful than in the UK. Twitter is nearly 10% more impactful in the UK than the US, while LinkedIn is 95% more impactful in the UK.

Regardless of how they break out, what these numbers really tell us is that social sharing results in sales transactions taking place. “When someone shares an event with their friends through social media, this action results in real dollars,” said Eventbrite on its blog.

In addition, Facebook sharing creates stickiness, which contributes to discovery. Not only is Facebook the #1 referring site for traffic to Eventbrite’s website, but shares from the social network result in clicks to the site by a 11:1 ratio (11 visits per share according to the 2010 report).

Recently Twitter opened up it’s advertising products of Promoted Tweets and Accounts to more than just large businesses. While you have to be an American Express cardholder to access this, this is a great first step to building a larger advertising platform much like Facebook’s. The partnership with American Express makes sense as they have a whole division dedicated to small business, OPEN, as well as Small Business Saturday.

It will be interesting to see how this takes off as prices for Twitter’s Promoted products can start in the tens of thousands and skyrocket upwards into the hundreds of thousands. Prices like that aren’t really small business friendly. In order to be competitive Twitter will have to lower their prices drastically. To do that they could possibly change the frequency in which people on Twitter see your ad i.e. if you pay more they see it more and vice versa. Only time will tell if they get it right, but we at Perks are rooting for them since this is one of the main platforms most of our clients use.

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As of March 30th all Facebook pages need to be updated to the new Timeline format. We at Perks Consulting decided to take some time and plan an integrated cover and profile photo for the new Facebook Timeline. You can take a look at it here. Besides just looking better, the new Timeline is also better for engagement. Here are some stats from a study that SimplyMeasured conducted:

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