Tag Archives: ROI

Identifying Your Strategy and Measuring Your Results

Imagine you’re invited on a journey but the person doesn’t tell where you’re going, how you’re going to get there, or how you will know when you’ve arrived. The more adventurous among us would have no problem going along for the ride.

Social marketing, however, is not a ride. Social marketing today is how a lot of people build awareness, loyalty, and sales for their product, content, and brands. They invest not only money, but time and energy into promoting their work.

How, then, do you approach social marketing effectively? You begin, as always, by asking the right questions:

  • What are your goals?
  • How will you achieve them?
  • How do you measure the success of your social media campaign?

The good folks at Buffer have put together a post to help social marketers identify their goals, game plan, and metrics. We’ve summarized a few of the key points for CoPromote members. For more details, click through to read How to Build a Social Media Strategy and Measure the Results via @buffer By Kevan Lee.

What Kind of Campaign Are You Boosting? 

  • Awareness
  • Loyalty
  • Sales

Metrics for Measuring Boost Success

  • Awareness: growth (followers, shares), engagement (replies, comments, retweets), shareability (boosts), likes, subscribes
  • Loyalty: engagement (replies), sentiment (comments), influence (retweets/re-shares)
  • Sales: clicks, sales/downloads, conversion rates (join, register)

PIM: Plan, Implement, Measure

From the planning and implementation stages, you will already have a sense of the goals you want to achieve. Keeping in mind the metrics will give you a clear view of what to track and help you see if your implementation aligns with the plan you have set forth. Optimizing will help you identify whether it is important to change up your game plan or continue in a steady pace. In Buffer’s words, when it comes to strategy and metrics: Revisit, Revisit and Revisit.

To read more, click through to the original post, “How to Build a Social Media Strategy and Measure the Results” via @buffer By Kevan Lee: https://blog.bufferapp.com/social-media-strategy

The Value of Reach: “Making Digital Brand Campaigns Better”

From Facebook Studio blog:

Today at IAB MIXX, Brad Smallwood, Facebook’s Head of Measurement and Insights, discussed findings from a study conducted in partnership with Datalogix—using a new tool that connects ad exposure (seeing a brand’s ad) on Facebook with in-store purchases (buying the brand’s product).”

After analyzing 50 digital campaigns, they came up with the following key conclusions. [Emphasis in italics is ours.]

  • Impressions create value. 99 percent of sales generated from online branding ad campaigns were from people that saw, but did not interact with, ads— proof that it is the delivery of the marketing message to the right consumer, not the click, that creates real value for brand advertisers.
  • Reach drives revenue for online brand marketers. This is a concept very familiar to TV marketers, who often start with a reach objective—but until now hadn’t been proven for online. When applied to digital brand campaigns, the study demonstrated that campaigns that maximized reach had on average a 70 percent higher return-on-investment.
  • Finding the right message frequency is key. The study revealed that for online brand campaigns, if you reallocated high frequency impressions to people seeing too few impressions, you would see a 40 percent increase in ROI with the same budget. What this means is that for every online campaign there is a “sweetspot” of effective frequency that maximizes return on investment, and that the DataLogix tool can help marketers empirically isolate that sweetspot for each brand and campaign.

More: http://www.facebook-studio.com/news/item/making-digital-brand-campaigns-better

Takeaway: If you’re frustrated because you are not seeing a direct, instant correlation between reaching people and getting them to buy your stuff, you’re not alone. Show your stuff frequently enough to the right people and you will start to reap the value of reach.

– Headlinerfm