 |
|
Archives
|
CMO's here's a new social media metric for you I am still not sure how to react to the latest poll by eMarketer indicating Comparative Estimates: Leading Metric Used by Marketers to Measure Social Media Marketing Success, 2009. Not a single mention of Social Media and tying results to ROI. Stunned by the results of the survey is about all I can muster for a reaction. 76% polled, answered driving site traffic as their number one metric to gauge a successful social media campaign. Ouch! Overdrive Interactive views social media as another channel and significant business unit that should be sharing in the responsibilities of ROI. I laugh too when people ask the ROI or value of putting your pants on, ok point taken. But surely at this stage of social marketing maturity we should be expecting more than just an increase in click through volume. Labels: Social Media, Social Media Marketing, social media roi, social media tracking 6 Free Social Media Metric Monitoring ToolsEver wonder what your social media presence looks like? Are you trying to
these 6 free services check and collect content from:
Trendrr.com  To get data you can manually configure a Data Set or track sites like Google, Technorati, Facebook, Twitter, YouTube, Flickr, etc.. The results begin to appear within 24 hours. Out of all the services reviewed here, Trendrr is the least favorite of mine for several reasons. Primarily focused on visualizing trends and not providing a snapshot of the overall social media landscape, there are too many pages of information to dig into and walk away with any solid learning's as a snapshot. That said, Trendrr does have a really cool functionality where you can "drop" any set or combination of graphs and research data points on top of each other for a cumulative view and comparative analysis.  Samepoint, is an interesting Web 2.0 service that allows you to search chats from multiple sources and the comments of blogs and social media sites. Samepoint takes all these messages and organizes them in a layout similar to Google search [both paid and organic]. On the right in a 120x skyscraper are recent conversations, the main results feature a "social tone" bar , time posted, a text snippet and the originating social site source. Very simple to use, comes with an intuitive interface and you can find any topic among millions of conversations by typing any word or site URL. The clearest objective of having a social web presence is to have influence in a subject area under a group of followers to spread your message wherever they go. Social Mention provides some significant feedback on top keywords, sentiment, top users and sources. For a free too the insight is amazing and the speed with which the tool aggregates the data is speedy by other tool comparisons. Live Dash  All I can say about this service is way cool! Tracking TV is something new and unique to the social sphere, that this is all bundled together is really quite amazing, that is if you are on TV or have a presence on TV. How they incorporate TV is via closed caption, they scrape the text and add it to their mix. Great idea and starts to close the gap and wrap the communications platforms together. Stay tuned for Google's new service called Listen. Under Labs right now, the service is able to search audio. Be prepared to have more media platforms and outlets converging. Clean, simple and easy to understand, there are a lot of sites the service checks and allows you to reduce or add social sites. The scoring attributed to any sites in regards to scoring is a little lose for me as is the overall "score" you receive. If there was a benchmark to compare yourself either by industry or other sites I would like the service more. AddictOMatic.com  Very similar to HowSociable but with a black background Addict-o-matic actually gives you details on what was found on any given social outlet. Again, as with HowSociable you have the option of adding or deleting services you want to ping. There is also a hot and trending section that lets you see what everyone is talking about on a given subject broken down by popular topics or news sectors. Social Media and ROI All these sites are great for getting a sense of your Social Presence but they all lack one thing in common. None of these social tools shown have the ability to show you the ROI, relative to your social efforts and definitively guide you towards a better strategy and tactics. Overdrive Interactive is one of the only companies I know of that has closed the loop on Social Media and ROI. The Overdrive Social Media Dashboard is not a free product for public use. As an Enterprise level listening platform ,no less than 40 individual elements are examined and combined in such a way as to immediately give any C level executive, insight into their marketing efforts. Trending events, tabular control of channels and point to point insight of your PR efforts, seamlessly weaves the whole social strategy into a digestible story. Labels: Social Media Marketing, social media measurement, social media mentions, social media monitoring, social media roi, social media tracking Are YOU measuring Social Media ROI?The Alterian Integrated Marketing group recently released their 7th annual survey on social media and marketing adoption. Almost 1100 marketing professionals and executives participated worldwide, and the results paint a very interesting picture. Highlights include:
 With core metrics like unique visits and time spent on the biggest social networks continually ballooning upward, these figures come at no real surprise. But when the medium and large businesses making these big buys into social are consistently downsizing across nearly every industry, it's also easy to see where more than a few executives raise eyebrows over social's 'real' value. Where, how, or how much does social media marketing contribute to the bottom line?The social media Kool-Aid dictates that if you're not in it, you're outside of it. Now, it doesn't take money to register a Facebook page, but it certainly does take time and effort (and ultimately creative, development, and maintenance dollars) to impact the opinions and ideas gathered and exchanged in social media. And it takes alot of effort to do so in a positive, meaningful, and above all, sincere way. Brands are certainly counting how much they're spending on social. Shouldn't they be paying attention to what they're getting out of it? Almost 85% are in the dark.  Would you put a dollar in a vending machine without bothering to see what comes down the chute? Would you spend on an online media or branding campaign and not pay attention to the analytics? There's clearly a disconnect here.Social media spending is on the rise. That's a fact - money is going where the traffic is, makes sense. CMOs want measurable results, also makes sense. But most of them don't know where to start. MarketingProfs reports that 10% of marketing executives can't find measurable success in LinkedIn or Facebook, and 15% believe there is NO ROI associated with Twitter. Guess what, Dell made almost $7M off of Twitter last year. How'd they do it? With defined end goals. What are you end goals? Followers? Leads? Registrations? Links? Sales? Define these goals before you engage. Structure your campaigns and their success metrics around these goals. Listen to the conversation about your brand before you engage. Want to know Dell's other Twitter secret? Tracked clicks. Simple campaigns + measurable assets + a defined end goal = Social Media ROI. Are you measuring? Labels: Brand Awareness, Social Media, Social Media Marketing, social media roi Social Media Helps Drive Off Page SEO Blogs, social networks, video sharing platforms, audio, photos, podcasts, wikis, virtual worlds, forums, microblogging, social shopping ... The era of digital marketing is now part of our lives and social media offers an attractive landscape for brands [both b2b and b2c] who have adopted social media as a core objective. The goal, to exploit these connective advantages through the enormous power of the network, or what may be considered the same, the enormous power of the users. Social media is giving way to a new era where the concept of communication begins to be replaced by a dialogue, where before, companies had to create, listen and speak. Now, we see a new paradigm that consumers are not necessarily averse to advertising because they are the ones creating and developing content for the brands, enhancing the social product mentions and social placements. Do not be because they do [Yoda speak] The interesting investment in social media, however, was misinterpreted by many companies. In the beginning they understood that this method was simply to move the social tools that conveyed the same message through traditional media. They did not realize that it was in fact an entire philosophy of work whose mission was to place users as protagonists of their success by reorganizing the message to them and allowing the users to qualify, criticize or even reject their content. Social Media was a new concept of communication which was first kept in the background, enhancing the product development of useful information and providing value to the user. Social Media is not a set of mechanical actions Social Media social action is based on people, not machines or automated methods. The strategy therefore, not based on simply exposing a product to the greatest number of potential sites and social networks, but to define new communication activities where individuals are active partners in spreading the message and its importance. That the message is conveyed by the brand becomes less credible and more credible when transmitted by the users as an intrinsic act of endorsement. Communication but not much dialogue The concept of a traditional advertising campaign where the brand delivers a message to a user is not appropriate in the formula of social media. The role of the user is not meant to only receive information, but to disseminate the concept, culture and actions sought by the campaign. This old belief system fully cancels and lays null and void plans for interaction. Continuous messaging by brands and the need to share value with their audiences is actually how social media works. This is a communication process that requires listening to what the public thinks of you and your product on the network: this is not what you say to people, but what people say, do or how they interact with your product or services . Once we receive feedback from users, data mining is important for working on strategies that allow us to connect with our users the most effective way possible: there is no standard way of doing Social Media, each case can arise from very different circumstances related to the type of product, with its target goal, or the need to expand information about a particular product. What we must not ever forget in this type of communication is to plan long term strategies and move away from seeking immediate ROI. Social Media is about creating communities where you encourage and reward loyalty continuously to its most active users. Social media speaks of a discipline which also applies to both "off page" using third party tools, and "on page" strategies that allows you to use our own site as a forum for dialogue where we can incorporate other disciplines such as creativity, SEO, user experience etc.. The basic tenants of best practice SEO from 5 years ago still apply to today's best practice SEO with very little changing other than the availability of off page influence and search engine spiders ability to crawl a wider variety of files and formats. The Social Media mix now amplifies and extends the inbound traffic and profitability of a site via off page execution of social media strategies and campaigns. Labels: off pgae seo, seo, Social Media, Social Media Marketing, social media roi |
Blog Search
Categories<% '-- add your label directory here labelDir = "m:\web\users\V029U45EBY\html\ovrdrv\blog\labels\" '-- Check for Directory Set FSO = Server.CreateObject("Scripting.FileSystemObject") If FSO.FolderExists(labelDir) Then Response.Write "
No labels in folder: " & labelDir & " " End If Set FSO = nothing %> |
| Blog Home | Social Media Map | Schedule a Seminar | eMarketing Blog | Contact Bloggers | © 2002-<%=Year(Date)%> Overdrive. All Rights Reserved. |