I have been researching the impact the So Much More Hawaii social media and blogging tour had on the effort to promote Hawaii as a tourist destination site. It was the state of Hawaii’s first all social-media travel tour, and included all major islands.

Looking at the media coverage, I wondered, “Did the So Much More Hawaii Blogging Tour achieve it’s goals?” According to the campaign, the ultimate goal was “to inspire actions associated with travel to Hawaii,” online bookings and reservations.

In measuring public relations, Dr. Lindenmann, in Public Relations Research for Planning and Evaluation, describes that this type of change in behavior as the final level of campaign measurement — the ability to measure how individual initiatives contributed to overall campaign Outcomes.

However, Dr. Lindenmann also explains that successful Outcomes are predicated on successful metrics of Outputs (Web site traffic, RSS subscribers, page views, unique users) and Outgrowths (number of conversations started; better understanding of target markets; the ability to influence purchase decisions; growing a membership base; new ideas).

Outputs

The most commonly reported metrics in Social Media are “Outputs.” These are the types of metrics found in Google Analytics or WordPress dashboards. Dr. Lindenmann refers to these short-term, basic and immediate results of campaign measurement as the “first level” of measurement. Unfortunately, these rudimentary metrics do not tell the story of whether audiences understood a message or whether a particular message changed any behavior. Because the “Output” level covers the basic results of PR work, about 80% of all campaign evaluation is conducted at this level. It does not give a complete picture of a campaign’s success.

Outgrowths

The second-level of campaign measurement is campaign outgrowths — to measure whether strategic messages were received by intended audiences and whether those audiences did anything with or because of that information.

Hawaii HTA told Pacific Business News that one of the intended outgrowths of the social media campaign was to bridge the local social media and blogging community with the So Much More Hawaii team. Campaign officials also said the goals of the campaign were to:

• Increase awareness of all the Hawaiian islands on numerous social networking sites.
• Produce and share content about Hawaii’s traditions, values, and culture.
• Increase distribution and visibility for the content produced by the So Much More Hawaii campaign.

Without data about what the awareness levels were before the social media campaign began, it’s impossible to gauge the campaign’s impact on this area.

However, there are more than 1,000 Facebook sites dedicated to vacations in Hawaii, and with an established presence on Facebook, Hawaii HTA could have a direct pipeline of communication with people who are highly likely to visit Hawaii again.

What’s Next ?

Campaign’s organizer L.P. Neenz Faleafine has more than 1,100 subscribers to his personal Facebook page. As Hawaii HTA continues its social outreach, it would be great if Neenz could add the SoMuchMoreHawaii blog into his Facebook feed. Unfortunately, Facebook will limit Neenz’s personal profile to 5,000 fans, so eventually Hawaii HTA will need to set up a branded “Fan Page” to ensure full syndication of its content.

The benefits of Fan Pages are that there are no limits to subscribers and that anyone can post blog content using the Notes application. Fan Pages are also effecting at building opt-in subscription lists for special promotions that can drive even more online engagement. There are currently more than 200 million Facebook profiles worldwide, so the opportunity for greater reach is significant.

In addition, Neenz has 7,000 people following him daily on Twitter. His frequent updates keep readers engaged and thinking about Hawaii every day. The Hawaii HTA Twitter feed reaches another 1,100 people. Both resources have been highly effective at spreading the word about the Hawaii HTA social media campaign and promoting readership to its content.

I’ll take a closer look at the So Much More Hawaii media coverage using metric analysis software in future posts.

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I am supporting four women entreprenuers living in Asia to help lift them out of poverty and give them hope for a better future for their children.

I selected these women because Hawaii is blessed with so many of Asia’s families. I am also supporting a women displaced from Armenia due to war crimes because I know a family from that region.

These loans have high repayment rates (less than 1.5% default rate) and I admire these women for using their minds and creativity to lift themselves out of poverty.

Kiva.org does not give “handouts,” but rather “hand ups.” I believe sites like this will revolutionize the future of giving in the future. Best of all, it’s not charity or sacrifice — when people help people, both people grow and give back to each other mutually. It’s not a system built on entitlements, but one in which people who have the means to offer support give to those who don’t because it builds a better future for everyone.

Lifting people out of poverty contributes to World Peace because more people have access to education and hope. It is a philosophy presented in www.threecupsoftea.com, a #1 New York Times Bestseller.

Philanthropists like Bill and Melinda Gates give away their fortune not because they want to sacrifice their fortune for charitable causes, but because they want to see a world in which disease and poverty are eradicated at the global level. It may not seem mutually beneficial at the surface, but philanthropists are changing the world for everyone’s benefit … giving future generations the chance to live in a world where poverty and disease may be eradicated.

It starts with hope.

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What is the one thing you remember from the following ad?   

Okay, take your time … so what do you remember? 

Signs? 

That’s good. 

How about the name of the company?

Could the ad have ended there, with fewer column inches and the same results?

Design for Short Attention Span Theater

What many advertisers fail to consider is just how little time they have with the typical reader. It’s about two or three seconds. People will be reading the paper, turning to page A4 to finish their article, and there you are — your ad. Now what?  

Newspaper readers aren’t often looking to buy. Sure, there might be some who are, but if that’s your audience what are they doing on page A4 in the first place? Looking for your ad? Unlikely. If they were looking for you, they’d be in the phone book, or on the Internet.

 Instead, most readers just want to know what’s going on. And for them, the promotional ad makes the most sense.  “Look! 35% off!” becomes a news item, especially if the discount is for a limited time.

 But an ad without a promotion is just a branding and visibility tool, and that’s okay:  Visibility = Opportunity.

 To be effective, an ad must

1. Grab attention
2. Convey a message

 This ad catches attention.

But what does your reader do after that?

 Why are audiences going to spend the next few seconds reading through your list of services, when they could be spending those next few seconds reading a news story?

 What is so compelling about your ad that they have to keep reading? That makes it hard for them to avert their eyes?

 Unfortunately, the opposite happens. Readers look for reasons to skip an ad, and this one gives it to them:

• The ad is text heavy and burdensome to read
• It doesn’t look “fun,” “interesting” or “clever” 
• The ad scatters the eye. Should people read down the list of services, or look side to side at all pictures? What is the relationship between the visuals and the text?
• Do readers need a picture of a truck to understand how a magnetic sign works? Or is it possible that the truck takes away from the overall message of “signage,”which all the other visuals represent?

 Here’s the bottom line:

1. Keep your message simple. I know you want to maximize returns for your advertising dollar, but jamming every service you offer into a 6×4 square is not the way to go.
2. Remember the Reader. Realize many people who see your ad are going to be looking over the paper during their morning coffee. Go easy on them. Be approachable. Be light and easy. Don’t try to go for the hard sell. Just tell us your name, your business, and one or two things we need to know right this very minute. We can learn the rest later.
3. Talk with a professional. Many advertisers design their ads in-house or have the newspaper do it for them. But does the money or time you save really help your business? Or could you be turning away business instead? Are your ads supporting your overall marketing strategy? Do they support your direct mail, radio or online efforts? Is the timing and frequency right? Make sure you at consult with a professional at least once before making a large commitment to your advertising campaign.

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I used StatBrain to measure 23 Big Island blogs. It is a site that measures traffic to hundreds of Web sites. It is not an exact science, but it gives a good picture of how many visits a Web site has. In my own experience, I’ve used StatBrain with personal and commercial Web sites and found it to be a reliable tool. You can read about how they compile their figures here.

 The 10 most popular sites (and their estimated traffic per day) are:  

Wordful.com                                   5,476

PunaWeb.org                                  3,388

BigIslandVideoNews                    1,171

Hawaii247.org                                  791

FBI Blogs.com                                   636

DamonTucker.com                          588

Hahaha.hamakuasprings.com     497

BigIslandChronicle                          417

Mediabaron.com                             355

DarkerView.com                              238

*Note: Hawaii24.7.org provides actual user data via Quantcast. Their average U.S. daily traffic numbers are used here instead.

I was surprised that blogs run by professional journalists didn’t pull in more traffic. But of course traffic has no correlation to quality. I found the best-researched, most well-written articles are on blogs with less than 10 users or less per day.

I was also surprised because I didn’t expect the top site to be pulling in as much traffic as the next three combined. But I can explain why.  Wordful.com focuses on an immensely popular topic — Web content and creativity. All the other sites, with the exception of Darkerview, focus only on Big Island News, which, by definition, attracts a small crowd. PunaWeb is an easy-to-use bulletin-board style forum that encourages frequent, honest discussion about almost any topic of local interest, but there is a lot of noise. Even on Damon Tucker’s FBI Blogs site, it’s difficult to sort through which sites are the “best” or “most useful.” After doing this project, I was wishing for an “editor” who would just put it all together for me!

There are a few, very high-quality sites that receive less than 10 visits per day, according StatBrain.  However, I think that trend will be short-lived because each one offers thoughtful, analytical and comprehensive information about the most important events, news and issues affecting the Big Island. 

Alanmcnarie.blogspot.com

Apacificview.blogspot.com

Breeweehawaii.blogspot.com

Coconutgirlwireless.wordpress.com

Islandnotes.wordpress.com

Japaninsight.wordpress.com

Myhawaiianhome.blogspot.com

Thekonablog.wordpress.com

The value of these blogs is a hyperlocal view about topics of interest that could not otherwise receive any attention in the mass media. (Especially in West Hawaii Today!)

For advertisers, being able to connect with 300 individuals who have an interest in their product or service is far more compelling than reaching 3,000 people who don’t. So whether it be politics, skydiving, astronomy, agriculture, aquaculture, the Internet brings like-minded individuals together, encourages them to share information and create something new. 

That means that whether you are a blog reader or blog advertiser, the most important metric of a site’s value is not the site’s traffic, but the value of its content. And so far, there isn’t a Web tool to measure that! Though I am still looking for a reliable Web editor ….

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 As small business owners, we are especially eager to see our customers succeed. But keep your language and enthusiasm in tune to what is needed. Don’t overwhelm your prospects with too many options or choices all at once. Keep the conversation comfortable.

In Hawaii, people always want to bring something to eat when celebrating a special occasion. Sharing food is a way to share trust. But ever notice what happens when parents come over? They will bring a 10 pound ham, hamburger casserole and lots of cookies and treats! This is how some entrepreneurs work with their customers. They are so eager to talk about everything they have to offer, it can be too much for the customer.

 Look for the following signs to see if your enthusiasm might actually be scaring customers away:

1. They’ve Stopped Calling

Was your new client highly enthusiastic? Did they respond to each of your phone calls and e-mails, only to suddenly drop off with no real reason or explanation? Has it suddenly become harder for you to get in touch with them?

Ask yourself if you’ve been smothering them with too much information. Have you been throwing out too much too soon?

2. They’ve Stopped Asking Questions

Were your clients initially intrigued with all the new possibilities you offered them? Do you work in an industry that is complicated and hard to understand? It may be your clients feel confused or intimidated after having talked with you.

If you suspect your customers are feeling “less than” after having a conversation with you, make sure you’re not talking over their head or throwing too much jargon their way. Sometimes we use industry speak as a quick shorthand in business, but leave the jargon out when talking to your customers. Speak to them in friendly, conversational, every-day language, just like you would with your neighbor or best friend.

3. They Feel Left Out

You don’t want to be like the popular kid at school, while your client feels left out. Make sure the two of you are in sync every step of the way. Even if they encourage you to take the initiative or say they don’t want to be involved — touch base weekly with an in-person visit or two just to say hello and see how they are. Over time, projects have a way of taking on their own life, and you don’t want your client being left in the dark. Be reassuring and inclusive.

As business owners, we sometimes treat our customers as family. But if we give away too much too soon, it can have the opposite effect. Be akamai, and take it slow. Use your business sense and be careful with the way to introduce your products and services.

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