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Walmart is making a move to create a unique places page for each and every Walmart store. The good news is that they plan on making the shopping experience more local with targeted deals and targeted market research. Great move on their part to create a test bed for electronic A/B engagements. Bad news is that fans tend express their negative experiences at Walmart on their facebook page. Don't believe me? Check it out.

So while Walmart sees the opportunity to locally market  I see local store accountability and I am not sure they are set up to scale for that or accept that level of direct criticism. When a few thousand of the 9.45 million Walmart fans complains about a customer service issue or a store experience there is no real accountability. The posts cycle through the wall since they have a short 1/2 life with the sheer volume of posts that come in with that many fans. Soon you will be 'the local store' so someone has to address all of the complaints.

Ann Lilly Maze

Dear Walmart, why do you run sales and never have the product? Totally frustratig 3 minutes ago via 如何在国内连接国外网站

WHO IS GOING TO ADDRESS THEM? Store elvel managers? When the complaints went to the corporate page there was a minimal chance that I would see one from my local store. When I join and review my local Walmart page EVERY complaint will pertain to my local store. If they are not prepared to manage their communities they are going to create 1,000 local, relevant, public relation challenges. I applaud the tactical change and think there is a lot of great stuff that can come out of this effort. I hope they have a plan to improve the participation on their local store level pages once they are up and running.

I just read a great article on Boing Boing regarding 'Real Name' policies and how Google Plus and Facebook address them. Most interesting to me was the quoted post from friend and personal hero danah boyd. 

Her position of how real names and psudonames are percieved by different socioeconomic groups is enlightneing. What she points our, and what I never considered, was that psudonyms were critical to certain socio economic groups as part of thier culture. What she did set forth is that the name choice is more of a personal reflection and in some cultures it is more 'right' to use your real name and in others it is more important to use a psudoname.

Real names are by no means universal on Facebook, but it’s the importance of real names is a myth that Facebook likes to shill out. And, for the most part, privileged white Americans use their real name on Facebook. So it “looks” right.

I after attending Blogwell last week I have been thinking about the R in ROI. I think that it is imperative to measure the right R when making an ROI calculation. Just today I sat in a meeting and was question about how to measure a SM campaign and responded with a list of ways that you can measure social media.

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After the initial keynotes I went into the two breakouts with Kendra Ramirez and Kevin Dugan.

Kendra Ramirez

Kendra was presenting on using SM for development of sales leads. She discussed needing to ID event triggers such as times of year, life changes and so forth. Use those event triggers to initiate cold and warm calls to receptive ears. A big point Kendra made was defining success beyond simple online metrics such as visits and traffic. Look at sales and quality interactions that will grow real fans and revenue streams.  She emphasized creating conversations online to get people involved and engaged. Pontification is boring. Use twitter to listen in and go after people expressing a need for your product by searching and following keywords. Find a soft spot and promote within it to own it.

Kevin Dugan

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He explains how the use of all three is what makes a great campaign. Oldspice Paid for TV adds for a  few months and then they did the owned media on their site, and their YouTube videos. The earned media is the attention and viral share that occurred when the videos were passed around the web.

he also went into the case study of Meijer and their launch of their premium private label foods. Regional mom blogs, reviews, and Facebook conversations all with the intent of driving organic traffic. Really Dugan wants to make sure that outreach campaigns are authentic and based in developing conversations and relationships and not PR Pushes. Use quality content, show good transparency and monitor against industry metrics. He uses Radian6 for tracking impact and says to keep a good list of the great bloggers you work with to come back to in a conversation / relationship marketing.