How to drive better digital marketing skills among your chamber of commerce members using Rise and gamification

Recently a digital leader at a chamber of commerce asked me, how can I engage my members around social media? Can I do more than simply putting on  a training event about digital marketing?

He wanted to know was there a proven way to leverage the power of his membership to spur each other on?

Digital marketing is already seen as a crucial topic for many Chambers of Commerce. A flurry of digital marketing related events for members at the end of last year (e.g. norfolk, devon is only set to hot up in 2016.

Developing skills in digital marketing – whether it be SEO (Search Engine Optimisation), Social Media, Online advertising or Email marketing – is now a must-do rather than a nice-to-have for local businesses across the country.

But how do we use the power of the crowd to encourage everyone to do more?

We can take a leaf out of Fitbit‘s book and help members track their digital marketing performance, encouraging each other with a sprinkle of competition.

Screenshot 2016-01-06 12.37.32

Each week we send each member their Klout score, relative rank versus their peers and the leaderboard, via email. This encourages them to try to improve their digital marketing performance each week.

Most of us don’t have time to track our own analytics properly, and we certainly don’t have the time to generate comparative reports,  so having someone else do it for us is a real God send.

You can set up a program for your chamber very easily using a Rise Power 100 leaderboard. (There is a small cost of around £0.12 / about $0.20 per member per month to run).

Once on Rise:

  • get started by signing in with your Twitter account
  • create a Power 100 board
  • select “add players one by one”
  • go to Players and add yourself as the first player (using your twitter account)
  • go to Data Collectors and click on “Poll now” to collect a Klout score for you
  • go to Releases and click on Create Release to create your first “release” of the leaderboard (this summarises all the collected scores for this week)
  • view the released leaderboard
  • now share the link to the leaderboard with other members of your chamber and ask them to click on the “Join” button to join the program
  • you can then automate it to collect the scores and release the leaderboard each week. You can either send the email out manually (giving you a chance to add some fun commentary) or you can automate the email too.
  • for extra impact you can even publicly “Tweet Out” the rank and score to each member

There’s a free 7 day trial so it should give you some time to get it set up before you start paying.

Head over to Rise Power 100 leaderboard and sign up with your Twitter account to get started.

This technique alone will improve your digital marketing performance of every member of your chamber in just a few months.

Did it work for you? Let us know in the comments what other challenges your chamber is facing…

 

Telfest 2015 conference uses Rise to enhance conference participation and crowd-source content on social media for non-attendees

This is a guest post by Farzana Latif, posted first on 29th Sept 2015 here

During September 2015’s TELFest (a week long festival consisting of workshops, discussions and drop-in sessions related to Technology Enhanced Learning) we introduced a leaderboard to enhance participation throughout the event, and to encourage the use social media to share experiences amongst colleagues that were unable to attend. Having experienced the leaderboard at the UCISA Spotlight on Capabilities Conference in June, I was interested in using it to introduce ideas related to Gamification, and bring an extra element of fun, to TELFest. The leaderboard is generated by a website called rise.global, which automatically calculates the scores for tweets that contain a specific hashtag, and, following some pointers from Fiona MacNeil who had set it up for the UCISA event, I set up a leaderboard for TELFest. Given the aims behind using the leaderboard, I decided that points should be primarily awarded for tweeting with the #TELFest hashtag and there were additional points for attending drop in sessions and tweeting TELfie’s (TELfest selfies). Below is a breakdown of the points that could be earned:

Tweets with the #TELFest hashtag 1 point
Being Mentioned by someone else 2 points
Having your  #TELFest Posts Retweeted 3 points
Tweeting a TELFie with the hashtag  #TELFest (TELFest, Selfie) 3 points
Attending a drop in session 5 points

Each day we saw the top tweeters changing positions and there was healthy competition amongst TELFest participants.

To keep tweeters motivated, automated tweets were sent out every evening, informing them of their position on the leaderboard.

Twitter activity increased significantly compared to September 2014, there was a tenfold increase in the overall number tweets, a tripling of the number of tweeters and, on the Friday, TELFest trended in the Sheffield area, meaning that it was promoted to local users on the main twitter interface.


An additional benefit of promoting the use of Twitter through the leaderboard was that it helped to capture the variety of views and opinions shared by participants during the event. We were then able to use the tweets to create daily blog posts summarising these discussions using Storify, allowing us to produce a record of the day’s events for participants to look back on and to give some insight into the discussions for those unable to attend.

While the leaderboard was highlighted during the Gamification session as an example of a method to encourage participation and motivate learners, it is hard to say whether, in this case, the leaderboard led to an objective increase in Twitter usage. Early feedback indicates that its’ introduction did motivate some people to tweet more than they might ordinarily, yet others stated that they were unaware of the board. Another reason why the increase in the use of Twitter at TELFest this year cannot be solely attributed to the leaderboard is that we integrated Twitter directly into some of the workshops. It is however clear that the leaderboard did not appear to influence the number of colleagues attending drop-in sessions.
We closed the board on Friday at 12pm and as a token gesture awarded chocolate medal to colleagues that were top of the board – congratulations to Gary, Nik and Maria.


Below is a screenshot of the final top 20 for the leaderboard:

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Rise launch Top 100 UK Universities on Social Media

September approaches and brings with it the start of the new term. Some of you may be off to University for the first time, some returning and some of you may be sending children off, with a spring in their step and your coin in their back pocket. Or perhaps you work in a University and preparations for the new influx of students are well under way. Either way, the start of the new term is upon us.

Since the changes in financing a degree, Universities know that reputation has become more important than ever. Higher Education marketing departments work overtime, as competition for every student becomes ever more intense. Many Universities are using their online and social media platforms to increase their influence and add value to their brand, some to amazing effect.

This month Rise launches the Top 100 UK Universities on Social Media leaderboard. Want to know who in Higher Education is getting it right on social media? We’ll be updating the list monthly and you can follow the ScoreBook using the follow button, getting notifications directly to your email.

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This month’s most influential UK University on social media.

This month’s leaderboard makes for interesting reading, the top spot going to to the world famous Cambridge. However, it’s interesting to see their Oxbridge companion, Oxford, coming in somewhat behind them at in at number 13. Work to be done perhaps?

We use Klout scores to rank these seats of higher learning. Klout takes into account social media activity and engagement across many social networks including Twitter, Facebook, YouTube, LinkedIn and Instagram. If we’ve left your organisation out from this list and you would like to be included, please send an email to support@rise.global, let us know your Twitter handle and we will gladly add you to the scores for next month.

Interested in how influential you are on social media compared to other users? Join Rise’s Online Influencer board and get a weekly personal scorecard of how well you are doing on social media.

 

 

 

Why leaders must take control of the score

As a leader, one of your jobs is to keep those you lead focused on the goals you are trying to reach.

An underused tool in every leader’s toolbox is to create and share “the score”.

“The score” is how you have decided everyone should measure success, whether as individuals or as a group.

Whether we realise it or not, we all take account of the score in our daily lives. Indeed,  if you don’t share the score, people will invent their own. This can have hideous consequences as people chase after the wrong activities. No, it’s far better for you to take control of the score by choosing which KPIs matter and communicating them clearly.

As a leader it is your job to identify the scores that matter for the objectives you are seeking.

To do this, first write out the objectives and the success criteria for those objectives. These may be fairly numerical already. Then break down those objectives into the constituent parts and identify the important signals that you can measure reliably and easily. These are the metrics that go into making your score.

Next you need to attribute the score correctly. You have several options:

  • personal scores – this is a score for each individual. This approach works best in a group setting where there isn’t really a team objective – e.g. a conference, a group of separate businesses or a very large business
  • team scores – a score for your team. This works best when you are seeking to focus the efforts of your internal team – e.g. a KPI such as number of visitors to our website each month
  • market comparison – in more mature markets it may be more useful to focus on the comparison with peers – e.g. we are the number 1 supplier of milk in our region.

Finally, as a leader it’s not only your job to identify the scores that matter but also to communicate them regularly.

This could take many forms from a weekly email to a big screen TV leaderboard in the office. Whatever you choose, you need to remember that facts don’t speak for themselves. The medium you choose is important – people will take more notice of a leaderboard engraved in stone than one hastily scrawled on a piece of paper!

The score is an essential part of leadership. We all take account of the score whether we realise it or not. As a leader you can leverage the score and its communication to achieve the goals you’ve set for your team.

A great example of the importance of leaders and ‘communicating the score’ has recently taken the world’s media by storm. The Republican Party or Grand Old Party (GOP) Presidential candidates for the 2016 US elections recently debated each other on Fox News and presented to the audience what “scores” were important to them to keep and raise for the country. From here on in, how these individuals communicate their leadership goals to the people will be paramount. The use of Social Media will be more important than ever in reaching out and speaking to the electorate.

Interested in how much influence you have online? Why not join our Online Influencer ScoreBook and see how you compare?

 

 

Manchester City is the most influential premier league football club

Screenshot 2015-07-31 13.02.17With just a few days to go to the start of the 2015 season we announce the most influential football clubs in the Premier League according to social media influence scorekeeper, Klout.

There are some surprises in the list:

We’ll be updating the list on a weekly basis. It’ll be interesting to see how the clubs’ success on the pitch translates into social media influence off it.

Facts don’t speak for themselves

An old adage is that “facts don’t speak for themselves” – they must be communicated.

This is nowhere more true than in the business of scorekeeping and measurement.

Most of us are too busy to check our scores regularly – even though we should!

If you don’t believe me, and you’re in business, ask yourself when did you last login to Google Analytics to check your website stats, or visit your Facebook page to check your number of fans? It might have been yesterday or it might have been last month, the reality is that you don’t do it regularly.

Yet, if you are looking to improve your performance, whether that of yourself or for your team, you need to make sure your current score gets communicated, and communicated consistently.

If you’re running a scorekeeping program for us, perhaps by using Rise, you can help out by telling people their score.

There are many ways to communicate the score, here are a few ideas:

  • Circulate it in an excel sheet attached to an email
  • Include it in a printed report
  • Talk about it in a news article
  • Put it on a big screen TV next to the canteen
  • Write it on a white board
  • Put it on a post it note on someone’s screen
  • Tweet it out
  • Send a text message
  • Announce it on stage

Now there is no one right or wrong way to communicate. It all depends on your audience and context.

But when deciding how you’ll do it, why not take a few hints from the masters of communication, the ad-men themselves:

  • the medium is the message – (article) – how you communicate the score is as important as the score itself – a leaderboard in a premium bound printed report is considered much more seriously than one scribbled on a whiteboard
  • use multi-channel marketing – (article) – have you ever received junk mail through the post only to see adverts on a nearby billboard and to be rung up for a “trial” that same week? There’s no coincidence – we respond better (and trust more) to messages we have received on more than one channel.
  • messages are more effective when repeated  (article)- we may feel we are confined when we repeat messages, but human beings take more notice of messages that are repeated, in fact the frequency of hearing a message influences when we act.

So, what have we learned?

Facts don’t speak for themselves, especially when it comes to the score. If you don’t tell your players the score, who will? Make sure you communicate the score consistently, on more than one channel and in a format that gives it gravity.

This week I’ve gone for a black themed style on The UK Councils Social Media Power 100. It’s designed to look like a serious statistical release, similar to that produced by the ONS. I expect the release will hit the desks of the councillors and those responsible for social media in these councils and prompt action to celebrate or to improve their social media performance.

More than one way to skin a bird: 8 Different Twitter Engagement Formulas

It’s all very well having a Twitter account with lots of followers – but are they really listening? The best way to monitor this is to track their reactions to your posts – this is called “engagement.”

However, there is no one standard formula for measuring engagement. Each platform is different and even on relatively straightforward platforms like Twitter, there is plenty of scope for variation.

In this blog post I want to take Twitter, and look at some of the different formula you can use to measure engagement. Which one you pick will be up to you. Your choice will depend on your context and what you are hoping to achieve with your Twitter channel.

Here’s the list:

1) Total Engagements

Earned @Replies +Earned Retweets +Earned Mentions +Earned Favorites

Perhaps the simplest way to measure engagement is to total up all the engagements on your Twitter channel during a set period.

2) Engagement Deltas

Earned @Replies +Earned Mentions +Earned Retweets + New Followers (by day)

This focuses more on the incremental numbers. It’s disadvantage is that it assumes a consistent amount of activity per day.

3) Basic Engagement Rate

(Earned @Replies +Earned Mentions +Earned Retweets) /  Followers x 100.

This looks at the ratio and calculates what percentage of your followers are engaging with your tweets.

Digital marketing consultant, Erica Kei says that “a good engagement level is between 0.5 and 2.0%

4) Average Tweet Engagement Rate

((Earned @Replies +Earned Mentions +Earned Retweets) / Tweets ) / Followers x 100.

An Average Tweet Engagement Rate really measures the quality of your content. How many engagements did your tweets get?

While it can be done on an individual tweet basis (engagements per tweet/ number of followers) it is best averaged across all tweets for a period. Scores can range between 0.01% and 1%.

5) Engagement as calculated by Twitter itself

(Clicks +Earned Retweets +Earned Mentions) / Impressions

Twitter has more data to pick from than 3rd party tools (which don’t have access to click or impression data) so it is able to factor in these important metrics into the calculation. You can access your Twitter engagement scores directly at https://analytics.twitter.com

Breaking down Engagement into Conversation, Amplification and Applause

Avinash Kaushik goes further and defines more advanced ratios that break down engagement into its constituent parts. These are summarised by Shobha Thomas as follows:

6) Conversation Rate.

Because you need to be “social” on social media.
 Earned Replies / Tweets

7) Amplification Rate.

How frequently are you tapping in to your “second level” network? i.e. reaching followers of followers?
Earned Retweets / Tweets

8) Applause Rate.

Helps you understand what the audience likes.
Earned Favourites / Tweets

Keeping track of this stuff is hard, which is the best twitter engagement rate to track for you. That’s why we’ve made it easy by creating the Rise Twitter Engagement Club – it automatically keeps track of the most popular engagement metric (Average Engagement Rate) for you and will email you once a week with your score, coupled with a comparative benchmark with others on the board. It’s a great way to start improving your Twitter engagement.