I’m sorry. That title is a little bit confusing. Let me clarify:
Technically, it was Pegasus (another breed of magical horses altogether), not a unicorn, but since many people get them mixed up, I figured nobody would mind. Here’s why: Real-world Social Media experts do that all the time. It is called Word-switching: Using one word to describe another. (Like strategy and tactics, for example, or foot traffic and Foursquare Check-ins, or even R.O.I. and outcomes.) I used to think it was important to put a fine point on terminology, but now that I am drinking from the right Koolaid fountain, I am pretty chillaxed when it comes to terminology and unimportant things like words. See? I am learning.
Speaking of foot traffic, what I actually saw was a 305% increase in visits to the award-winning BrandBuilder blog, but following in the footsteps of McDonald’s Rick Wion (a real Social Media expert who heads the fast food giant’s Social Media program) I now consider digital visits to be the same as foot traffic. I was so wrong to call BS on that case study, it’s scary. My bad. So… a 305% increase in foot traffic. Wanna see? Look:
Actual Graph of Awesome
Obviously, it pays to listen to the experts after all. This new modus operandi suggested by my peers – (a) dropping the snark and (b) becoming more of a Social Media cheerleader than an arbiter – is paying off like, huge! This is what happens when you stop worrying about real best practices and basically call whatever comes through your head a “best practices case study.”
I mean, look at that: McDonald’s had to use $1,000 and the mighty power of Foursquare to get 719 whole check-ins across the whole United States and its 13,000 stores, right? I one-upped them by instead used unicorns (kinduv), a super positive Social Media attitude and all of 13 cents in Chiclets money to attract more than 1800 net new visits to my blog in just one day!!!
That’s like, more than twice as much as McDonald’s, and on just pennies. (I mean, really. I dug them out of the couch to buy that pack of gum at Target.) The R.O.I. of that must be like, Millions!!! I bet it’s probably some of the best R.O.I. in the history of Social Media case studies, even.
The experts know what they are talking about, obviously.
To be fair (and for the sake of transparency), I have to admit that I also used a few other Social Media tricks of the trade (so to speak) to score that win. Want to see them? Okay, here we go.
Case Study:
How @TheBrandBuilder used unicorns (kinduv), Foursquare, Content Strategy, Personal Branding, magical creatures, Social Media Measurement and a positive attitude to increase foot traffic by 305% overnight!!!
1. My new Unicorn (kinduv) avatar on Twitter. Bow to your Sensei:
I needed an image that would replace the old “me” with a symbol of universal peace and empathy for all living beings. I thought about Care Bears, but since bears can sometimes be carnivores, there was a chance that using a fierce predator as my new emblem might send the wrong message. My avatar strategy team and I finally settled on a My Little Pony image, as it perfectly communicates my new snark-free path of wisdom and absolute Social Media neutrality.
2. I also used Foursquare: Granted, it was when I went to the gym, but still, I used it. Chico (my Chief Social Media Research Strategist) estimates that over 13% of my readers also use Foursquare, so we can infer that our common Foursquare usage contributed to the 305% increase in foot traffic.
3. Content Strategy: My new content strategy is obviously full of win. I was soooo obviously wrong about that content strategy stuff. It works like magic. Literally. If only newspapers had a content strategy too, they wouldn’t be in so much trouble, obviously.
4. Expert Personal Branding: You noticed my pictures with John, Yoko, Gandhi and the Dalai Lama earlier this week, right? Don’t underestimate the power of being seen next to really famous people. It works. I learn from the best.
5. Magical creatures: I know, using magical creatures is pretty old school, but it totally works! You saw the numbers, right? Right. Unicorns (kinduv), pixies, flying horses and faeries are excellent allies when it comes to generating foot traffic with Social Media. (Be careful with ligers though. They don’t always cooperate.) What’s your magical creature strategy?
6. Really solid measurement: Although the term foot traffic is completely subjective now, you can’t argue with the fact that it is the holy grail of googlitic analysis, especially when it is digital. Good thing we aren’t sticklers for terminology anymore. This is so much easier than when I actually bothered to differentiate between bad measurement and good measurement. Now that it’s all good, it all works. It’s just science.
7. A 100% snark-free, positive attitude: This is key. Once you start accepting that no one is wrong, that there are no bad practices, that words, proper measurement, carefully crafted methodologies and even ethics are completely irrelevant, you can start focusing on two super positive things: (a) Making sure your content is awesome, and (b) saying whatever you want, because accuracy is just, you know, so 2008.
8. Zero focus on R.O.I. Instead, I focused my heart center on content strategy and authentic engagement, since they are the heart and soul of this space. Foot traffic (even the digital kind) is love, and love is how you really measure success in the world of Social Media.
9. Referring to The BrandBuilder Blog as “award-winning” even though it hasn’t actually ever won any awards: Pffft. Details. Nobody fact-checks anymore. Not even me. Facts are so trivial anyway, right?
10. Learning from real Social Media gurus: Look at how many followers some of them have. Wow!!! Surely, they must know what they are talking about. And you know, they work with the world’s biggest brands, so they know this stuff. As it turns out, it pays to shut up, stop asking inconvenient questions, and do exactly what they tell you to do. (Who knew!) These numbers don’t lie. You just can’t argue with the data. I was so wrong not to do this sooner.
I am so glad I listened to the real experts and stopped pointing out so-called “bad practices.” And to think I was such a pain, wasting so much time focusing on pointing out the difference between solid practices and deceptive practices. No need for that, obviously. This is so much better.
Isn’t it?
#stepfordTBB
I think I cried a little in the middle of this. For joy. You’re making my job lots easier by helping me see past the stats to real honest transparent fictional inspiration and success. Thanks, Blanchard – I don’t need to work harder or smarter, just think about it and those things happen on their own.
Look, here’s what I’ve learned from all this:
1. Don’t make waves, and
2. Buzzwords are all you need to succeed.
This is too funny
Now maybe companies will stop asking employees bad things like productivity and results and just pay them money for logging into the company premises via Fauxsquare
Why can’t real life be like social media?
It’s a shame, really. Accountability is so boring.
[...] This post was mentioned on Twitter by Olivier Blanchard, Olivier Blanchard, Olivier Blanchard, Restaurant Marketing, Gautam Ghosh and others. Gautam Ghosh said: Olivier is hysterical
RT @thebrandbuilder A real case study on how to increase foot traffic by 305% http://bit.ly/dtWLBU [...]
I actually had to stop reading this article. The English is so poor in places it was like being back at middle school, full of mistakes that even a unicorn wouldn’t understand. I may have got here (tick) but I am leaving (fail).
Possibly. The. Best. Comment. Ever.
Thank you.
I’ve always thought focusing on the positive is more motivating. Yes you can learn from other’s mistakes, but you can learn more from other’s successes. Plus, you don’t get all wound up with rage.
“Facts are so trivial anyway, right?” or “saying whatever you want, because accuracy is just, you know, so 2008.” Am I detecting some sarcasm here or are you just swallowing a bitter pill?
I’m not sure how to answer that question, Chad.
Chad, this comment does NOT cut the mustard.
It does cut the cheese though.
You guys are hilarious…I’m just glad it wasn’t a joke about Col. Mustard.
Forget Stella: it’s #StepfordTBB who’s got his groove back — his NEW GROOVE!
And, suddenly, thanks to Social Media’s awesome unicorn (sort of) transitive properties, so do I. Time to dive into developing my Adding Value Via The Emperor’s New Clothes strategy. (Oh, SNAP! Look at me! I’m an AVVTENC strategist!)
Thanks so very much, New Olivier! You’ve removed all the pressure (and learning curve) from being relatively new to Social Media! Hugs to you and your magical alllies.
I’m here to help.
Olivier – I think you should be formally adopted as a Brit for having your tongue lodged so firmly in your cheek and a being a true Master of the Ironic Statement
Love it – MORE PLEASE!!
There’s more where this came from. But… I have no idea what you mean by “irony.” Never heard of it.
It must be that je ne sais quoi then ;-p
I am so glad that you have brought this important issue to the for front.
Of course I now realise where I have been going so completely wrong. Clearly not enough pixies in my approach. I will now rectify this clumsy oversight immediately and remember to sprinkle pixie dust in my clients eyes at every possible opportunity.
BTW, where’s the affiliate link to the pixie store? I was just wondering as this seems to have be missing from your magical post
That’s a really good idea! Affiliate marketing for pixies!
Just one question – have you copywrited “Actual Graph of Awesomness” or can anyone use it. Oh – purlease magical unicorn (kinuv) – let it be the latter. If we establish the state of Equalia (thanks to Simpsons NATCH) will you be our Mystical Creature of Power?
It’s totally free. I don’t think any of the Social Media measuring tools use that term yet. It’s from the future of 2011.
I am reporting on important SM ROI tomorrow – I shall be appropriating this and using traffic hike to represent real world business like crazy. Thanks so much unicorn (kinduv)
Oh goody! I’m so overdue for my own “Actual Graph of Awesomeness.” Or maybe I’ll just save my timing tracking silly statistics and just borrow yours.
On a more serious note…
The fact that so few people fact check or question information is of serious concern. Today a rumor spread on twitter that this October has 5 weekends, which only happens once every 800 years or so.
It spread like unicorns and rainbows at an 8 year olds tea party.
Some quick math shows it actually happens every 8 years. (clearly related to the 8 year olds tea party, according to my buzz marketing strategist, I don’t get it but she’s smarter than me so whatevs)
What would Orwell say about a society so ready to accept falsehoods as facts? What would Huxley say that we are the vehicle for this?
What’s the ROI on a society that can think?
Excellent points all. You and I have read the same books. I think we notice the same thing. It’s pretty scary.
Love the post, but I hate to break it to you Stepford Olivier, Your Little Pony is an Earth Pony, not even a pegasus, and definitely not a unicorn (kinduv).
But, you’ve still inspired me: No longer calling my work (university) mascot an eagle, but instead a griffin.
I used Pegasus earlier this week in a post.
Griffins are much more powerful than eagles. Bigger talons too.
Griffins are so badass. If you see a griffin in real life, try to get one of its feathers. Then you can cure blindness and gain even more readers, I mean traffic, to your blog!
And now, to start a vicious rumor:
TBB has secretly hired Spark Mutton International Worldwide Tactical Social Media Stratgists, Inc. to handle his personal branding needs.
Snap.
Uh oh… Look how the cuddly awesome of magical goodness that values “universal peace and empathy for all living beings” has so quickly devolved to the threatening unfriendliness of “bigger talons.”
Perhaps this isn’t a sustainable content strategy.
Long live Pink Pegasus! Love the new, kinder, gentler BrandBuilder. No one does satire/irony/sarcasm quite so well. And all with a smile on your face and a pink pony on your avatar (and in your heart, I assume).
I knew the McDonald’s/Foursquare “foot traffic” thing was a load of hooey, but I had no idea the numbers were really THAT low. Thanks for keeping everyone honest and accountable, even if you’re trying to convince yourself you’ve drunk from the Koolaid. (Somehow, I think even if you did drink the Koolaid, you’re immune from its powers.)
It’s the grape-flavored kind.
The best of this new strategery plan you have in providing the truthiness that Steven Colbert has been espousing for years is that you understand the danger of bears and the power of unicorns and rainbows.
I think it’s because of YOU and your powers of social media awesome that a rainbow appeared over my house yesterday. I had been hoping for a rainbow! Sure it rained a bit too, but I think that was just pixie dust spread by the unicorns.
And, another cool thing is that I have recently learned how to read in the language of unicorns, having attended several social media sessions. So while others may be missing out on the full nuance of what this fabulosity is you speak of, I do not.
I’m so glad there is a special lane for my trusty unicorn on this misinformation superhighway!
By the way, yes, that rainbow was us. Sorry for the inconvenience. We had to park it there for a minute.
I actually saw a Kansas license plate that said “Unicorn” driving on 35 highway yesterday. It was only a Jeep suv – but it should never stop dreaming!!!
I took it as a sign, naturally. I think I even saw a bit of fairy dust rainbow-colored sprinkles glittering on the hood.
That’s our undercover unit.
God bless you, Olivier.
That’s the reward right there.
Olivier,
You get our “Best Internet Use of a Pink Pony 2010″ award. So now you are officially an award winning site. The award check will be delivered to you by a gnome disguised as an elf. Please don’t let Chico bite him when he gets there.
hugs and lollipops to you,
The My Little Pony Award committee
Great. Now I have to teach Chico the difference between gnomes and elves. Do you have any idea how hard it is for a wingless fruit bat to grasp those kinds of nuances?
I must say that your Twitter Avatar team and Chico did a fabulous job of providing you with accurate suggestions!
Thanks! They’re the best in the industry.
It all makes sense now. Who could NOT like My LITTLE PONY and pink at that.
It worked in the 80′s. It can work again in 2010.
I am attempting to follow these instructions to the letter, but also give it my own flair. I don’t want to get sued for copycat infringement. My question is, though, can a mythical creature be too mythical? Is it valid for me to create my own mythology through a series of award winning books that result in their own subculture just to increase the feet on my blog?
As long as you stay away from centaurs, you’re good. Old Spice already appropriated them this year.
Awesome post! I ve been trying to figure out a way to increase my foot traffic, maybe this is it. Funny too..after having s stressful day, this definitely made smile. thanks
[...] Yesterday, I shared with you my case study of how I managed to increase foot traffic to my website b…. Among them were expert personal branding, not worrying about R.O.I., using Foursquare, deploying a bold avatar strategy, magical creatures, and of course adopting a complex and diligent content strategy of awesome. [...]
[...] 'large',} Leave a Comment Yesterday, I shared with you my case study of how I managed to increase foot traffic to my website b…. Among them were expert personal branding, not worrying about R.O.I., using Foursquare, deploying a [...]
[...] Yesterday, I shared with you my case study of how I managed to increase foot traffic to my website b…. Among them were expert personal branding, not worrying about R.O.I., using Foursquare, deploying a bold avatar strategy, magical creatures, and of course adopting a complex and diligent content strategy of awesome. [...]
My friend, I just read this post and your last one and I wish I had the same richness of language and being to-the-point-ness when writing a little blog post yesterday. Funny how we both link to the same folks. Love it! Can’t wait to read your book.
Salut et à plus
Mmmm data.
Mmmm web traffic.
Great post, I dig it.
My gripe is with the following:
“4. Expert Personal Branding: You noticed my pictures with John, Yoko, Gandhi and the Dalai Lama earlier this week, right? Don’t underestimate the power of being seen next to really famous people. It works. I learn from the best.”
Whenever I see someone who has a gallery of photos with famous people it makes me cringe and reminds me of Michaele and Tareq Salahi who would do anything to get a photo with Renegade or Celtic (their Secret Service code names).
Sure there is lots of power in it. You’ll get all sorts of press, web traffic, and facebook fans without a lot of effort. But I believe authenticity is at stake here and authenticity is one of the greatest identifiers of a personal brand.
I think having your photo next to a series of famous people has very little to do with personal branding. It has a lot to do with Paris Hilton being famous for being famous, for socialites and climbing up the social ladder.
Using someone else’s image of power or fame is only piggybacking off their brand rather than defining one that’s unique.
I just ask Richard Branson what he thinks about your comment (we’re on Tony Robbin’s G6 right now, flying to Kanye’s yacht), and he agrees. J-Lo says hi.
[...] a breaking news item [...]
[...] your message dictates. Don’t forget, more than 10 Tweets a day is bad! Consider the birth of unicorn social media, the star spin smackdown, the anti-influence project, the Twitter snob theory, and yeah, I’ll [...]
This post is full of awesome and/or win. Congratulations, sir/madam! One of my most favorite blog posts of last week. Or whenever it was posted / I happened to stumble upon it.