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Integrate search and social, then measure ROI

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Measuring social media ROI may seem intimidating to most, but according to Jeff Selig, Director of Analytics at Overdrive Interactive, it can be measured.  Read on and follow along with his presentation to learn how to succeed in marketing as universal search becomes the universal norm.

Jeff presents how search and social are merging and how marketing strategies should adapt to this change.  Jeff also gets into the nitty-gritty of measuring social media return on investment at NEDMA 2011.

Download Jeff Selig’s presentation.

Integrate search and social

  • Editorial calendars are key to keeping the conversation going
  • Establish your workflow and create engagement points ahead of time

 

Jeff Selig of Overdrive Interactive presented this Content and Conversation Strategy slide at the 2011 NEDMA conference..

Jeff Selig's Content and Conversation Strategy slide from his 2011 NEDMA presentation.

 

Social media buttons add octane to impressions 

  • Have to be platform-agnostic – See where audience is and how your message should cater to your audience
  • Facebook – Weigh how many people saw message against those who responded
  • Twitter– is like the rain, not going to hit every drop
    • The odds of getting retweeted when you include ‘tips’ ‘how to’ or numbers in a tweet is very high
  • YouTube – Embed, use star ratings, note how it interacts with other sites
  • LinkedIn – Rolodex of this decade; note analytics that show who’s looking at your company

 

Social Media ROI Landscape presented by Jeff Selig at NEDMA 2011 conference

Social Media ROI Landscape presented by Jeff Selig of Overdrive Interactive at NEDMA 2011 conference

Clicks are just 1 step in the process

  • Need to start to develop talent and thought-leadership; apply Six Sigma to social
  • Get entire organization to contribute with comments, blog posts, Tweets from everyone
  • Saw 1400% increase in blog traffic when instituted comment engine
  • Tracking – bit.ly

B2B sales conversion funnel

  • Tweet
  • Form filled out
  • Sales lead
  • Call

Attribution modeling not getting enough attention. It’s not about not first vs. last touch, but nurturing

Costs

  • Hard costs
    • IT
    • E-marketing
    • Marketing

How do you stack up against competitors?

  • Audit social media activities & build traffic around it
  • Need a strategy beyond “we’re awesome”
  • Need brand identity to stand out on social profiles
  • Community monitoring
  • Blogger outreach

It’s not just about how much you’re out there, but what’s your traction like, how quickly are you acquiring followers and interactions?

Fans

  • Not all fans are created equally
  • Ask: How influential is this 1 person? Who’s following them?

Benchmarking of ROI for social media

  • Establish a baseline
    • Look at year-over-year growth
    • What am I saying each time?
    • What’s the social component of my transaction?
  • Measure net new customers:
    • When were they last here?
    • How much did they spend last time?

How much info, how many people, how many channels?

Social media strategy ROI

  • Get your message out in a timely, compelling manner to advance your financial goals
  • Create a baseline & an activity timeline
  • Then look at sales revenue & measure transaction precursors to gauge social media ROI

As search and social become increasingly integrated, learn how to combine them in your campaigns.  Be social, be aware, and set goals for your business.  If you keenly measure the behaviors of your audiences, you will be able to adapt your business strategies to their behaviors.

Direct mail… What is that again? Highlights from NEDMA 2011

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Snail mail, the United States Postal Service, stamps: The “old-fashioned” way of communicating is still around!

If you have forgotten about it, here are some pointers of how to communicate when using direct mail from the NEDMA 2011 conference.  Use these in your direct marketing practices.

People are more motivated by the avoidance of pain.

  • Consider using fear in direct marketing

To persuade people

  • Choose an easy-to-read font
  • Consider a neatly-written post-it note
  • “Give people a reason to believe.”
    • People are natural skeptics, so putting the reason into context for customers
  • The word “because” is used as a compliance trigger.
    • People assume the reason is going to be a good one.

Mailboxes aren’t around just for kids t0 smash; snail mail is still a great way to send messages.  Use these tips in your direct mail marketing practices to obtain the best  results.