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.
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.
Integrate search and social, then measure ROI
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
Jeff Selig's Content and Conversation Strategy slide from his 2011 NEDMA presentation.
Social media buttons add octane to impressions
Social Media ROI Landscape presented by Jeff Selig of Overdrive Interactive at NEDMA 2011 conference
Clicks are just 1 step in the process
B2B sales conversion funnel
Attribution modeling not getting enough attention. It’s not about not first vs. last touch, but nurturing
Costs
How do you stack up against competitors?
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
Benchmarking of ROI for social media
How much info, how many people, how many channels?
Social media strategy 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.