Home | Articles by: WWPR

Author: WWPR

Value of a Facebook Fan – Still Worth Considering?

Over the last year, chatter between brands and agencies continues to circle around the top of the defining and understanding the value of a Facebook fan.  There is no direct answer given the multiple of impacts that go into a Facebook brand strategy.  Many fans are gained through a combination of organic growth and paid acquisition – in light of GM’s announcement that it will no longer use Facebook ads, will other brands follow suit and change the conversation again on the value of a Facebook fan?

No Standards

The “value of a Facebook fan” specifically or more broadly the “value of anyone linked to a brand on a social platform” has not been defined by the industry.  Within industry debate – none of the methods are able to assign a holistic value to a fan or a “like” given the many potential positive effects of advocacy and sharing behavior by fans. Instead many fan ROI models aim to attribute only some part of the total value. There methods are quick to assign a value number to a fan or like, but these are rigid formulas that do not take into account the dynamic ecosystem of Facebook and social media in general.

Overall exposure to social media, in combination with other online platforms, earned media and ad formats, increases average sales impact as well as brand awareness, purchase consideration, and brand favorability.

It All Goes Back to Business Objectives

To try and frame “value” for fans, first reexamine what business goal social media supports? It is only by dissecting that goal that we can understand what value would be meaningful to derive from – and attribute to – Facebook fans or “likes.” There is a difference in “value” based on how engaged a fan is, yet different types of fans deliver different types of values and collectively make for a whole, composite community. So what is value in the context of the Facebook fan or like? There are three different types of value: Amplification; Equity; and Spend.

Amplification

  • The value of a Facebook fan can be viewed in the number of people one fan can inspire to learn more about the brand or how many non-fans they endorse the product to.  The influence of a trusted recommendation will have a higher long-term value versus one transaction inspired by traditional advertising. Of course, one recommendation for the Lexus brand might have a high ROI than one recommendation for Bic given the products’ price points.

Equity

  • The value of a Facebook fan can also be in their level of brand awareness. Different levels of engagement will exist across a large Facebook community but each fan came onto the page recognizing the brand at the entry point, driving engagement will likely increase brand equity.

Spend

  • Value can be tied to a monetary spend. If a brand has e-commerce directly tied to their Facebook page this tracking is much easier than company that is brick-n-mortar based only. Without e-commerce, identifying what sales data and tracking is possible to tie back to social media efforts over a timeline is the first place to start. Future tracking could include exclusive promotions on Facebook that track ROI separately.  While there may be a gap between online marketing and offline sales, don’t despair – it might be more closely to not be on Facebook at all.

Don’t Forget

The value of a fan debate is all about online impressions, interactions, and influence – don’t forget the power of IRL impact.  IRL or In Real Life – are the very tangible conversations and actions taking place in the real world, often impacted by actions and interactions on social media.  If you are able to apply a framework to measure the value of a fan for your company, don’t forget the value of a fan fluctuates month to month, is always unique to that fan, and is changes based on your tactical CTAs.
According to online analytics done by Comscore and Facebook, a fan is worth the sum of his or her friends. This is because when fans like or comment on a brand’s post, their friends see the brand being endorsed by a connection. Here is a list of a few other related articles:

  1. Your Brand Has Thousands of Facebook Fans, How Much Is That Worth
    http://www.fastcompany.com/1743875/your-brand-has-thousands-of-facebook-fans-how-much-is-that-worth
  2. Social Media Key Influencer in Multi-Exposure Purchase Path
    http://www.emarketer.com/Article.aspx?R=1008845
  3. What’s a Facebook Fan Worth? Does it Depend on How Many Friends they have?
    http://adage.com/article/digital/a-facebook-fan-worth-depends-number-friends/228923/
  4. Proof that Facebook Fans are Worth More to Brands
    http://forrester.typepad.com/groundswell/2012/04/proof-that-facebook-fans-are-worth-more-to-brands.html
  5. What Your Klout Score Really Means
    http://www.wired.com/epicenter/2012/04/ff_klout/all/1

NEWSLETTER: May 2012

In this issue:

Emerging Leaders Awards
Technically Speaking
WWPR Blog
April Event Recap
Event Sneak Peak
Upcoming Events
Jobs
Membership
Member Spotlight
Articles of Interest
Membership News
Sponsor Spotlight

WWPR Emerging Leaders Awards

It’s time to shine a spotlight on the future leaders of PR! The WWPR Emerging Leaders Awards (ELA) honors outstanding young women in the Washington, D.C. metro area who have excelled in public relations and related fields. The annual event recognizes rising stars in the industry, and showcases the field’s most talented young women for their professional accomplishments.

This year’s event will take place at the end of July and you won’t want to miss it! Details about nomination instructions and eligibility requirements will be posted on the WWPR website soon, so check back often. Keep an eye out for updates and more information through WWPR’s Twitter account and Facebook page.

Can you plan an event that stops your target market in their tracks? Join our ELA committee to shape this year’s award ceremony for the young leaders of the DC PR scene.

Email ELA@wwpr.org for more information and to help make the 2012 Emerging Leaders Awards
another raging success!

Top

Technically Speaking
By Tabatha Thompson

Technology is amazing! Thanks to tools such as iChat, Skype and GoToMeeting, we can talk face-to-face with colleagues in various time zones around the world. We extend our beach vacations by a day and still access the office via VPN. We keep up with email traffic while taking the afternoon “off” or while surfing the web and taking in a colleague’s presentation. Debates abound about the perils of multitasking and whether we’re really more productive, but let’s save that discussion for another day. This inaugural Technically Speaking post is about finding the best method to keep your workday and your projects on track, preferably without 2 a.m. emails.

On the WWPR blog in March, in her excellent re-cap of Kiki McLean’s WWPR annual meeting keynote, Tracy Mason asked whether work-life balance is an oxymoron and advised setting boundaries to create a more productive work environment. In a still-recovering economy, our clients, colleagues, and managers all are under pressure to accomplish more with less. How do we make the most of our most precious resource – the only one we truly own – our time?

For me, a solid project management tool is the answer. But to identify the right tool, you have to know your challenges and come to terms with your own time management shortcomings. READ MORE

WWPR April Event Recap

Sarah Gershman, President of Green Room Speakers, had a room full of WWPR members up on their feet at the EntrePReneur professional development brown bag event, “How to Speak with Presence.” Gershman tutored the audience on how to shake off nerves, move with purpose, and stand in the “heroic neutral stance” shoulder-width apart to feel the most confident. She asked attendees to consider not just what they plan to say during a speech, but also what they want the audience to feel, remember, and do.

At one point, Gershman instructed two audience volunteers to tell a story at the same time and compete for the audience’s attention. “This is real life,” she explained, “When you get up to give a presentation, you are competing with all the things running through your audience’s mind-what to cook for dinner, what to wear to that big meeting etc.” Remember to sound excited, and vary your tone and pitch to keep everyone’s attention. Most of all, treat every presentation as a conversation, using eye contact and enthusiasm to make each person feel personally addressed.

For more tips vist the WWPR blog where Sarah Gershman, shares clips and highlights top take-a-ways from the program. READ MORE

Sneak Peek: DC IdeaCurator

WWPR is hosting a unique opportunity for female entrepreneurs to live dialogue with renowned global PR strategist, TED speaker, entrepreneur, and author of the new book Likeonomics, Rohit Bhargava, tapping his expertise. The DC IdeaCurator is a chance to hear about the power of likeability and its influence on the business world PLUS the opportunity to pitch your business or an entrepreneurial client’s idea live in front of Rohit. Three top local entrepreneurs will have the opportunity to receive live feedback and guidance from Rohit; will be featured as part of Likeonomics; among other great rewards and press buzz! The DC IdeaCurator event will also offer structured and open networking. Join the waiting list today!

Upcoming Events

For the latest information about our exciting events and programs, please visit our Events page.

WWPR members receive member rates for PRSA-NCC and AWC events.

  • 5/11/2012: Do Good Summit: Creating Community by Transforming Business
  • 5/14/2012: 6:30-8:30 p.m.- StartOut presents exclusive screening of documentary, Miss Representation: Your chance to view award winning documentary
  • 5/18/2012: 6pm-game- PRSA-NCC Take Me Out to the Ballgame: Enjoy an evening of
    networking and america’s favorite pastime — Washington Nationals vs. Pittsburgh Pirates
  • 5/19/2012: 5:00-10:00 p.m.- Thrive D.C. fundraiser at Mio Restaurant. $10 of every meal goes to Thrive D.C. Make your dinner reservation at www.opentable.com for May 19th!

Top

WWPR Job Board

In the market for a new job? Visit the WWPR job board to help you find your dream position!

View More Positions

To post an open position for free visit wwpr.org/jobs. Contact web@wwpr.org with questions.

Not Currently a WWPR Member? Join Us!

WWPR is a vital resource for metro DC communications professionals and if you’re not already a member we’d love to have you join! Members enjoy many benefits including:

  • Discounted rates or free registration for WWPR events
  • Member only professional development events
  • Opportunity for leadership positions on WWPR board and committees
  • Access to WWPR members directory online

For more information on WWPR membership, please visit: https://wwpr.org/membership/

Top

Member Spotlight: Natalia Martinez Duncan

by Beth Stewart

Growing up in a family of reporters, Natalia Martinez Duncan always knew writing would play a large role in her life. Whether she was journaling or contributing to the Virginia Commonwealth University student newspaper, Duncan laid the groundwork for a career in communications.

Duncan now boasts nearly 14 years of experience, currently serving as the Communications and Publications Manager of the Community Anti-Drug Coalitions of America (CADCA). Duncan is responsible for promoting the organization’s programs and initiatives through strategic marketing and media relations. She also writes and edits content for the website and the CADCA’s two publications.

In addition to being an active member of WWPR, Duncan enjoys putting her energy into other organizations that incorporate her passion for running while also benefiting a cause. Through Washington, D.C.’s So Others Might Eat (SOME), Duncan is able to combine the two by participating in SOME’s Trot-a-thon to benefit feeding the homeless and extremely poor of the city.

Articles of Interest

Top

Membership News

New Members

April

– Natalie Barg, Vitamin
– Whitney McGoram, ICBA
– Katy McKegney, Blue State Digital
– Molly Brauer, George Washington School of Business
– Kathryn Chmura, CityStaff
– Danielle Veira, Bertelsmann
– Sarah Holt, Freelancer
– Julie Strack, Jones Public Affairs
– Kristine Austria, Ketchum
– Juliette Rizzo, U.S. Department of Education

Renewals

April

– Sherri Core, Core Association Services, Inc.
– Maria Ibañez, National Academy for State Health Policy
– Elisse LaMay, American Association for Justice
– Tina McCormack Beaty, Porter Novelli
– Katie Lipton, Center for LNG
– Racine Tucker-Hamilton, Bread for the World
– Natalia Martinez, CADCA

Interested in joining or renewed your membership? Simply complete the online membership form.

To learn more, please contact Leslie Rutledge, Membership Chair, at membership@wwpr.org.

Top

Sponsor Spotlight

PR Newswire is the premier global provider of multimedia platforms that enable marketers, corporate communicators, sustainability officers, public affairs and investor relations officers to leverage content to engage with all their key audiences. Having pioneered the commercial news distribution industry 57 years ago, PR Newswire today provides end-to-end solutions to produce, optimize and target content – from rich media to online video to multimedia – and then distribute content and measure results across traditional, digital, mobile and social channels. Combining the world’s largest multi-channel, multi-cultural content distribution and optimization network with comprehensive workflow tools and platforms, PR Newswire enables the world’s enterprises to engage opportunity everywhere it exists. PR Newswire serves tens of thousands of clients from offices in the Americas, Europe, Middle East, Africa and the Asia-Pacific region, and is a UBM plc company.

For more information visit www.prnewswire.com.

Top

 

Technically Speaking

Technology is amazing! Thanks to tools such as iChat, Skype and GoToMeeting, we can talk face-to-face with colleagues in various time zones around the world. We extend our beach vacations by a day and still access the office via VPN. We keep up with email traffic while taking the afternoon “off” or while surfing the web and taking in a colleague’s presentation. Debates abound about the perils of multitasking and whether we’re really more productive, but let’s save that discussion for another day. This inaugural (Technically Speaking) post is about finding the best method to keep your workday and your projects on track, preferably without 2 a.m. emails.

On the WWPR blog in March, in her excellent re-cap of Kiki McLean’s WWPR annual meeting keynote, Tracy Mason asked whether work-life balance is an oxymoron and advised setting boundaries to create a more productive work environment. In a still-recovering economy, our clients, colleagues, and managers all are under pressure to accomplish more with less. How do we make the most of our most precious resource – the only one we truly own – our time?

For me, a solid project management tool is the answer. But to identify the right tool, you have to know your challenges and come to terms with your own time management shortcomings.

Know the Pain Points

Do you work as part of a team? If so, are your challenges related to a lack of central file-sharing application or a breakdown in the collaboration process? Are you a solo practitioner? Do you need a better way to organize multiple projects or a daily reminder to keep you honest?

Take a look at your calendar (and your email traffic) for the past month. How much of your time did you dedicate to strategic work? How much of it was reactionary rather than proactive? Often, urgent (or worse, non-urgent) email requests crowd out the time we could spend on more meaningful tasks. Consider building email into your daily task list at manageable intervals, rather than letting it dictate your workflow.

For me, a good project management tool should provide a long-term view, so I can identify places later in the schedule where I can make up for lost time. User interface is also important to me. Others may be fine with a simple task list with due dates. Or maybe a task list will only work for you if you can access it from your iPhone, iPad and laptop. The point is that you should know what you need before you go shopping.

A Not-Nearly Exhaustive List of Resources

Over the past few years, I worked with a team that stretched from Riyadh to Portland. As a small firm, we needed an easy way to track time, share files and pass the baton to colleagues in four different time zones. After a couple of trials, we settled on an online project management tool that met all of our requirements.

I recently moved to a large firm where I am responsible for the PR outreach for several offices. Once again, I need more than a basic Excel spreadsheet. The tool from my former firm is still a solid choice for me, but tools advance quickly, so I decided to research the new options. Below is a small sampling of the most popular tools I found – culled through research on Mashable, Harvard Business Review and others. Most offer free trials, so you can test drive before you buy.

Basecamp: A former client introduced me to Basecamp. She started using it to plan her wedding and found it so helpful that she eventually added work projects to the mix. This web-based collaboration tool allows users to track milestones, share files and make assignments. http://www.basecamphq.com

Teamwork PM: This web-based tool does everything Basecamp does, plus addsthe ability to set task dependencies, makes time tracking available in the lowest cost plan, and (personal preference here) has a more intuitive interface. http://www.teamworkpm.net

Tracky: This tricked-out task list tool comes with a sense of humor and the ability to integrate your favorite social media tools. The developers describe Tracky as “a lot like a mullet: all business in the front, all social party in the back.” Track your projects, and then share your progress socially. Tracky should hit the right note for people who like crowd-sourcing or open source. https://tracky.com/

Podio: Citrix recently acquired this social business collaboration platform. According to the company, Podio enables ”messaging, tasks, reporting, workflow and contact management.” Podio lets users purchase app bundles for specific purposes, including a customer relationship management tool. https://podio.com/

If these tools are more than you need and you really just want a better way to organize your day and track your tasks, Freelance Switch offers an extensive list of to-do-list apps.

Have a favorite time management tool? Share them with other WWPR members. Are you looking for a technology to solve a work challenge? Please drop us a line and we’ll explore solutions in this column overthe coming months.

How to Speak with Presence

April 19 – National Education Association

How to you connect with your audience? How to you get people to remember your message? Is stage presence something you’re born with or something you can learn?

These questions and others were the focus of WWPR’s recent EntrPReneur professional development brown bag, “How to Speak with Presence.” What a terrific group! One of my favorite moments was when one of the attendees skipped around the room while her “speaking competitor” tried to distract her by pretending to take her purse! I guess you had to be there. We definitely had a good time!

Check out the program intro.

In case you missed it, here are a few takeaways:

– What’s the number one way to improve your speaking? Clarify your core message. It’s not easy, but it’s worth it!

– Move purposefully. And if you want to raise your status – move less.

– Here’s a secret: There’s actually no such thing as public speaking! What you want to do is have a personal conversation with each person in the audience – one person at a time. This helps reduce anxiety – and helps you connect personally with your audience.

Watch the participants take part in the “Talk to Each Other Game”.

At the end of the presentation, I handed out my “Ten Tips for Giving Masterful Presentations.” Here they are:

1. People remember what they hear first and last. Spend the most time on the beginning and end of your presentation.

2. Be fully present. Get into your optimum state. Jump up and laugh!

3. There is no substitute for practice. Time yourself beforehand. It is perfectly OK to speak for less time than you were allotted. Practice as much as you can without reading from your text.

4. Know your audience. Make them absolutely essential. Know exactly what you want them to understand, to feel and to do. This is the core of your presentation. If you are clear on your core, your delivery will improve dramatically.

5. Remember the rule of three.

6. End vocal monotony. Vary your emotional tones. Divide your speech into several mini-speeches, each with a different, contrasting tone. Each tone should have an emotional intent – how you want the audience to feel when they listen to you.

7. Vary your voice. When you practice, try isolating and experimenting with the different parts of your voice: volume, pitch, and tempo.

8. Physical motion makes the greatest impact on an audience. Move to enhance and emphasize your content. Stand to YOUR right side of the room.

9. Stand if possible. Step away from the podium. Maintain a heroic neutral stance most of the time. If you must sit, lean forward and keep your hands above the table.

10. The best presentations are the ones where each listener feels personally addressed. Use your eyes as a way to connect to individual people. Don’t scan. If you focus on one person at a time, all eyes will focus on you.

NEWSLETTER: April 2012

In this issue:

WWPR entrePReneur Series
Joining WWPR
WWPR Blog
Call for Volunteers
Upcoming Events
Member Spotlight
Articles of Interest
Membership News
Sponsor Spotlight

Introducing the WWPR entrePReneur Series

Hi all –

Hope you’re enjoying the spring weather and had a chance to catch the Cherry Blossoms before they disappeared! We have been busy working behind the scenes to bring our members unique networking and career development opportunities. Today, we are thrilled to announce entrePReneur – a series of specially formulated events, speakers, and gatherings to support women starting their own business, those with entrepreneurial-minded clients, or those with an interest in the entrepreneurial movement.

Join us on April 18, 2012 for a presentation workshop diving into the best practices for entrepreneurs. Also, keep an eye out for the opportunity to live pitch your business idea to author and expert, Rohit Bhargava, and appear as part of his new book, Likeonomics. Stay tuned for more information!

Cheers,
Tina
WWPR President

Top

Not Currently a WWPR Member? Join Us!

WWPR is a vital resource for metro DC communications professionals and if you’re not already a member we’d love to have you join! Members enjoy many benefits including:

  • Discounted rates or free registration for WWPR events
  • Member only professional development events
  • Opportunity for leadership positions on WWPR board and committees
  • Access to WWPR members directory online

For more information on WWPR membership, please visit: https://wwpr.org/membership/

Top

WWPR Blog

Here’s a preview of what you’ll find:

  • Social Media expert Shashi Bellamkonda broke down the business impacts of the hot new social platforms such as Google+ and Pinterest; he also reviewed a few we hadn’t even heard of before like Path, Cowbird, Chill, & Schemer to name a few. Download his WWPR presentation.
  • Networking is broader than just who you know, and crafting healthy relationships is more than simply increasing the number of friends you have on Facebook. While it’s important to build new relationships, it’s just as important to maintain your current relationships with friends, colleagues and clients. Read More

The WWPR Blog features recaps of our monthly professional development seminars, insights on communications trends and issues, and breaking WWPR news.

Interested in blogging for WWPR in 2012? To be a contributing author email web@wwpr.org.

Top

Call for Volunteers

Emerging Leaders Awards Committee

The Emerging Leaders Awards (ELA) Committee is looking for volunteers to help with this year’s ELAs! Committee members will support the ELA Co-Chairs with a variety of activities, including:

  • Site visits to potential venues
  • Venue and sponsor liaison
  • Event decoration
  • Onsite registration and day of coordination

This is a great opportunity to network with industry leaders and rising stars.

Email ELA@wwpr.org for more information and to help make the 2012 Emerging Leaders Awards another raging success!

Pro-Bono Committee- Thrive DC

The pro bono committee is gearing up for a busy spring supporting Thrive DC and would love to welcome a few new volunteers to our ranks! If you are interested in providing event support, working on media outreach, or adding your creative talents to Thrive DC’s communications materials, please contact probono@wwpr.org for information. It’s a fun way to help make a difference in the community! Also, stay tuned for details on WWPR Volunteer Day at Thrive DC, coming in late May!

Top

Upcoming Events

For the latest information about our exciting events and programs, please visit our Events page.

WWPR members receive member rates for PRSA-NCC and AWC events.

Top

Member Spotlight: Colleen Fogarty

by Beth Stewart

While studying communications at George Mason University, Colleen Fogarty’s zeal for public relations flourished through various internships and a mentorship with WWPR president at the time, Lindsey Nichols. Today, Fogarty partly credits her involvement with the organization for maturing her skills in her current role as Associate Manager at the American Diabetes Association (ADA).

By managing national media requests, writing and distributing collateral pieces, and building relationships with members of the press, Fogarty has made her mark with the ADA. She continues to leave her mark through her volunteer work for non-profit organizations, Comfort for America’s Uniformed Services (CAUSE) and Wounded Warrior Project (WWP). Since 2007, Fogarty has served these organizations in various capacities like serving on the gift pack team that provides personal care items to wounded soldiers for CAUSE, and assisting at fundraising events for WWP. She says her work with these organizations has grounded her and serves as a reminder that our soldiers still need our help.

Fogarty’s advice for those currently in the communications field is simple: remember kindness goes a long way. She says we all know the pressures of working with the media, but being kind and having patience has led to some of her most rewarding working relationships.

To connect with Colleen Fogarty, you can find her on LinkedIn.

Articles of Interest

Top

Membership News

New Members

March

– Rebecca Geraghty: SELEX Galileo
– Elizabeth Wright: Sanderson Strategies Gtoup
– Laura Berry: National Gay & Lesbian Chamber of Commerce
– Victoria Shapiro: Susan Davis International
– Brielle Day: Susan Davis International
– Kara Taylor: Edelman Public Relations
– Jenn Sacks: The George Washington University
– Mara Vandlik: McGinn and Company
– Kate Conners: CLS & Associates
– Tess Alberts: Edelman Public Relations
– Alyssa Cocchi: Tigercomm
– Tracy Telago: RTM Communications, Inc.
– Carrie Milbrath: American University
– Nicole Raisch: Edelman Public Relations
– TraKisha McNeil: Goodwill Industries International, Inc.
– Ana Buling: The George Washington University
– Gracie Rios Morales: Georgetown University/The Federal Reserve
– Jennifer Day: Ethos Strategic Consulting
– Angela Alfano: Washington Redskins
– Aleis Stokes: Independent Community Bankers of America

Renewals

March
– Susan Ahearn-Pierce: Media Strategies
– D’Ann Long: GI Film Festival
– Patricia McLaughlin: American Legacy Foundation
– Anna Goth: American Legacy Foundation
– Kia Boriboon: GuideStar

Interested in joining or renewed your membership? Simply complete the online membership form.

To learn more, please contact Leslie Rutledge, Membership Chair, at membership@wwpr.org.

Top

Sponsor Spotlight

NAPS, or North American Precis Syndicate, distributes feature releases for more than 750 companies, including major brands such as Nokia, IBM, GM, and SINGER; nonprofit associations, such as the Multiple Sclerosis Society and Boys Town USA; and government agencies such as the Department of Transportation, and the Centers for Disease Control.

NAPS publication, Featurettes/News To Use, is filled with consumer news items that can be easily incorporated into special sections or features and lifestyles pages.The material is timely, ACCURATE, and double-and-triple-checked by NAPS editors to make sure that you have the best return on investment possible.

More than 7,000 dailies, weeklies, shoppers, monthlies, and dotcoms now use Featurettes as a convenient and easily accessible way to fill up holes in the copy, or to pick-and-choose solid background text and art.

For more information, visit www.napsnet.com.

Top

 

Join the Mailing List

Stay connected with WWPR by signing up for our mailing list! You’ll receive the latest updates on professional development events, exclusive networking opportunities, leadership initiatives, and more!