Social Media Marketing ROI Metrics

Posted on Thu,Jul 07, 2011 @ 10:00 AM

Marketers are typically measured by the leads and revenue generated by their campaigns. From the Hubspot Blog, here are some revenue predictors to use to measure social media campaigns.

Reach (i.e. followers, fans, group members, etc.) translates to more people seeing your content and thus, increase your ROI. Track the rate of increase in reach over time. Focus your efforts on generating new fans and followers if reach isn't increasing.

Determine how many visitors come to your blog/website from social media sites.

Perhaps the most important metric. Of the traffic from social media, how many are converting to leads?

Of the leads from social media, how many are converting to customers.

Conversion Rate
Determine site visit-to-lead conversion rate of social media traffic. Compare rates between different channels.

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Tags: B2B Lead Generation, Social Media Marketing, Marketing Strategy, Metrics

Measuring What Matters in Social Media

Posted on Fri,May 20, 2011 @ 10:00 AM

The CMO Site reports on Internet marketing and metrics expert Jim Sterne's talk at CMO University. According to Sterne, you should measure your social media marketing programs for both their social value and their business value. Social media has value beyond traditional ROI measurements.

Sterne advocates goal-based measurements: ""If I measure everything toward the three goals of making more money, spending less money, and making customers happier, then I will be successful in business." The important goals of social media engagement:

Gaining Awareness
  • Social media is a channel for increasing reach and frequency.

Changing Attitude
  • Social sentiment analysis allows you to see what others say to one another about your brand.

Considering Influence
  • Social media allows you to find people who can change opinion about your brand.

Checking Competition
  • Social sentiment analysis allows you to compare your brand to your peers'.

Getting People to Take Action
  • Actions can now be social (retweets, Likes, blog mentions) or business (clicks, subscriptions, purchases).

Generating Value
  • Compare traditional media spending to social media campaign for an equivalent level of exposure.

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Tags: Social Media Marketing, Marketing Strategy, Metrics

INFOGRAPHIC: Social Media Monitoring Tools

Posted on Mon,Apr 25, 2011 @ 10:00 AM

From and KISSmetrics, here's an infographic that takes a look at social media monitoring tools.

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Tags: Social Media Marketing, Metrics, Infographic, Monitoring Tools

IBM's Twitter Use for Marketing

Posted on Fri,Mar 25, 2011 @ 09:00 AM

How does a huge company with an already recognizable brand use Twitter in their marketing efforts? Mitch Wagner of the CMO Site explains how big companies face a different challenge than smaller ones when it comes to Twitter.

Small companies do everything they can to be heard and to have their brand or products recognized. Big companies may have several brands they'd like to manage with Twitter, and many employees to do so.

"Our goal is not to have a couple of big IBM accounts; our goal is to have a couple of hundred thousand IBMers on Twitter," - Adam Christensen, manager of social business for IBM worldwide. IBM has hundreds of official Twitter accounts and tens of thousands of employees on Twitter. Individual brands within IBM manage those accounts. Official accounts can only be operated by those with permission to speak for the brand. Best practices are shared company wide. Metrics are tracked by several of IBM's own products.

IBM measures four categories in all social media:
Influence - Are market influencers being reached?
Action - Are people following links, etc.?
Reach - How many people are following IBM vs. competitors?
Preference - Do people approve or disapprove of what IBM is doing?

IBM only tracks employees Twitter use when they are discussing IBM business or are part of an IBM campaign. Employees also know that IBM discussion on their personal Twitter accounts will likely be caught by IBM's Twitter monitoring.

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Tags: Social Media Marketing, Twitter, Metrics, Social Media Trends

Blog Metrics to Track

Posted on Fri,Mar 18, 2011 @ 11:00 AM

Blogs are still the heart of social media and content marketing. Blogs supply much of the content that drives social media conversations. Given their importance, blog metrics are needed to assess your success relative to your marketing objectives. From Content Marketing Institute, 21 blog metrics:

Count visits and unique visitors
Where do they come from and where do they go on your site?
Goal: Attract your target audience.

Which pages attract readers? Where do they click? Where do they leave?
Goal: Track areas of reader interest.

Time on site
What is the average time spent on the site? How much time is spent on specific pages?
Goal: Get customers to spend time engaged with your content.

RSS feeds and email lists
Measure sign-ups to see if blog is building an online following.
Goal: Build your audience.

Brand-related metrics
Brand recall, favorability, and intent to purchase, often tracked by surveys.
Goal: Show brand growth.

Product information metrics
Targeted promotion codes used and click-throughs to purchase.
Goal: Increase sales.

Call to action
Use a call-to-action and a unique promotional code to track results.
Goal: Support sales with appropriate content.

Blog-related revenues
Track sales related to blog content.
Goal: Increase revenue generation.

Search rankings
Is blog content improving search rankings?
Goal: Be more findable, reduce SEO costs.

Inbound links
How many sites link into your blog?
Goal: Improve SEO.

Outbound links
How many outbound links do you have?
Goal: Get the attention of experts in your field.

Intra-company links
Do you have links to other relevant areas of your site?
Goal: Support SEO.

Number of social media shares
Count shares as well as platforms used.
Goal: Cost effective reach expansion.

Video or other media downloads or views
Content such as video, audio, presentations and e-books.
Goal: Distribute content to broader audience and enhance your brand.

Post-purchase support
How many people download or read instructions  for using product?
Goals: Reduce returns, encourage repeat purchases.

Number of customer questions answered
Are new questions being submitted? Do their comments need further clarification?
Goal: Reduce customer complaints and customer service expense.

Reader comments and/or votes
Show that you’re responsive to readers by responding to customers’ comments.
Goal: Expand community engagement.

Community engagement
Prospects, customers and the public to share commentary.
Goal: Enhance your content and community engagement.

Media links
How many media companies and bloggers link into your blog as a source of information?
Goal: Get additional executive exposure.

Number of posts
How much information are you generating? Use an editorial calendar.
Goal: Have fresh content on a regular basis.

Blog-related expenses
Track costs for your bloggers, editorial staff, technology support, design and other areas that affect your blog.
Goal: Assess full cost of blog against other communications options.

Not every blog needs to track all of these metrics. Track the ones that are most important to accomplishing your marketing goals.

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Tags: Social Media Marketing, Metrics, Content Marketing, Blogs

Blogs - The Centerpiece of Content Marketing

Posted on Fri,Mar 04, 2011 @ 10:00 AM

Blogs should be the hub of content marketing because they combine the strength of social media with print-publishing functionality. You need to provide content at every step of the purchase process to keep customers engaged.

Justifying Blogs:
  1. Blogs are easy to use. - Limited skill and training is needed to update or modify content. Plus, blogs are inexpensive.
  2. Blogs are part of a company's owned media. - Blog content can be integrated into your website, or a blog can serve in lieu of a website.
  3. Blogs provide branded context for your content. - Extend your brand without paying for third party media.
  4. Blogs integrate your brand into your content marketing. - A blog's unique voice makes your brand feel "human".
  5. Blogs enhance search optimization. - Keyword-rich content and cross-linking.
  6. Blogs are a 24/7 communication platform. - Quick response to evolving issues.
  7. Blogs support an array of media formats. - Text, photographs, graphics, videos, audio, presentations and PDFs.
  8. Blogs facilitate content distribution through multiple channels. - Expand through email and RSS feeds with no added cost.
  9. Blogs supply content for social media interactions. - Currency for sharing on Facebook and Twitter.
  10. Blogs provide a targeted location to direct prospects and customers. - Destination for customers directed from other forms of content marketing.
  11. Blogs are flexible enough to support diverse initiatives. - Provide product related content, answer customer questions, attract new prospects.
  12. Blogs provide metrics that you can use to track content marketing to business goals. - Monitor your progress with a variety of metrics.
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Tags: SEO, Marketing Strategy, Metrics, Content Marketing, Blogs

Social Media Calendars

Posted on Fri,Feb 18, 2011 @ 11:00 AM

A conversation calendar makes the process of developing social media content more efficient and keeps your posts updated on a regular basis. From the Content Marketing Institute, guidelines for getting started.
  • First, develop a social media content strategy. Who are you trying to reach and why? What information do they want?
  • Develop your voice and tone. First person or third person? Light and friendly or serious and informative? Be consistent.
  • Conversation Calendars usually include two to three of your planned posts per week for an entire month. Set up a spreadsheet with monthly worksheets. Include things like posting date, day, content bucket, and social platform used. Upload it to your daily calendar. Share if others will be posting.
  • Someone must own the content strategy and manage the process, posting and monitoring.
  • Set specific objectives for success. Use free tools to measure that success.
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Tags: Social Media Marketing, Metrics, Content Marketing

Social Media Analysis: Monitoring or Analytics?

Posted on Thu,Feb 17, 2011 @ 09:00 AM

The head of Avaya's social media strategy has researched numerous social media listening, monitoring, analytics, intelligence and insights firms. Based on his conversations with these firms, he measured their output along two axises: from reactive to proactive and from tactical to strategic.

The author also categorized the firms and provides a short synopsis of each.

Free Monitoring Services
  • Samepoint
  • Socialmention
Paid Monitoring Services
  • Radian6
  • Alterian
  • Sysomos
Sentiment Based Analytics
  • Collective Intellect
  • Converseon
  • Visible Technologies
  • General Sentiment
Analytic Aggregators
  • Syncapse
  • ConsumerSphere
Beyond Sentiment Analytics
  • Cymfony
  • Overtone
  • NMincite
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Tags: Social Media Marketing, B2B Marketing, Reports, Metrics

Improving Lead Capture & Nurturing With HubSpot

Posted on Wed,Feb 09, 2011 @ 12:00 PM

Knowledge Management Associates needed a better system for nurturing leads and a better solution for capturing leads. HubSpot helped them with lead tracking and management, content management and marketing analytics.

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Tags: HubSpot, Lead Nurturing, Lead Management, Metrics

Use Metrics to Demonstrate the Effectiveness of Social Media

Posted on Wed,Feb 09, 2011 @ 09:00 AM

If you need to demonstrate the effectiveness of your social media efforts to a boss, colleague, or yourself, keep the following metrics in mind:

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Tags: SMB Lead Generation, Social Media Marketing, HubSpot, Metrics

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