Yesterday, I shared with you my case study of how I managed to increase foot traffic to my website by 305% overnight using 10 Social Media strategies preached by experts in the field. 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.
By the way, in case you missed it, I also decided to start using the term “foot traffic” for anything that involves a digital visit (like a Foursquare check-in or a visit to a website, for instance). This new technique was recently developed by McDonald’s Rick Wion, so I can’t take credit for it. As we all now know, real Social Media Jedi masters invent the stuff. My new role as #stepfordTBB is just to apply it all without asking inconvenient questions.
As it turns out, the relative use of otherwise technical terms in Social Media and digital marketing really works. As soon as I stopped being such a stickler for facts, all kinds of win started happening to me. Which brings us back to yesterday: A whopping 305% increase in net foot traffic to this very website in just one day. A stunning victory by all accounts. The “snake oil” I kept talking about was in fact not snake oil at all. It was actually koolaid all along, and boy is it delicious!
But it gets better.
During Monday’s Content Strategy meeting with Chico – The Brandbuilder Blog’s Chief Strategic Content Strategist – we worked through ways to repeat our numbers on Tuesday. No easy task, given that our win on Monday crushed even McDonald’s much touted records from Foursquare Day. (Since in either case, no one actually bought anything as a result of the campaign, we have to go by net visits and % of increase, which we both obliterated.) How were we going to do it? This was the challenge facing us.
About 3 Red Bulls into the process, Chico had an idea:
Chico: “Why don’t we talk about how awesome we are?”
Me: “How do you mean?”
Chico: “Whenever Social Media gurus want Mashable or whatever to do a story on them, they talk about how awesome one of their campaigns was. All we have to do is share our results, turn it into a case study, and we’re golden, yo!”
Me: “But… isn’t that like, bragging?”
Chico: “Hey, Stepford TBB. Wake up! Is wearing your Gold Medal at the Olympics ‘bragging?’”
He had a point. Never underestimate the logical superpowers of a Chihuahua: There is no such thing as bragging in Social Media. After all, the true litmus test triumvirate for all Social Media rock stars is this: What’s your latest win story?
So that’s what we did. We published our case study. And that incredibly strategic content strategy decision worked! Check it out:
That’s right. We crushed Monday. As it turns out, talking about yourself works better than listening to customers or dispensing good advice. The Social Media gurus were right. 356% right, in fact. You just can’t argue with the data. It is right there, blue-gray on light gray, telling the tale.
But wait, there’s more:
As it turns out, having a content strategy also really works. I was 356% wrong last week to question the logic of calling Content Planning “strategy.” The numbers don’t lie: Content Strategy is actually more powerful than unicorns. How do I know? Because Monday’s secret sauce was unicorns. Tuesday’s secret sauce was pure USDA approved content strategy. Theory proven. Mythbusters can take this one off their list.
For this, I have to award myself this prize:
When I started this #StepfordTBB experiment several days ago (the premise being “what would happen if I actually adopted the Social Media bull$hit I have been warning you about?”), little did I know that all of this stuff would actually work. All you really have to do to win in Social Media is basically outlined in today’s and yesterday’s posts.
Tomorrow, we will talk about the world’s biggest Social Media strategy secret sauce ever. (Shhh. Don’t tell anybody.)
See? Isn’t this better? The experiment continues tomorrow.