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Trying to find the optimal times and days for your social media posts can be a difficult challenge. You have to make it an effort to post at different times each day for each social media account, while tediously recording your results.
Via Brian Yanish - MarketingHits.com
According to the recently released "Benchmarks, Budgets, and Trends" report from Content Marketing Institute and MarketingProfs, 28 percent of B2B marketers don't measure the ROI of their content marketing. Failing to do so is a mistake, because tracking metrics — the right ones — enables you to concentrate on the content marketing activities that most benefit your bottom line. To prove your content marketing effectiveness and see which content initiatives are worth your time and money, focus on these metrics....
A survey by Gartner has shown that the most successful digital marketers spend six times more on resources to help understand their data (such as tools and people) than those who don’t. Reacting to this trend, CMOs are set to increase spending on social media analytics by 440% between 2014 and 2019. But what can you do with the data that you extract?
We recently released a visual guide looking at how to use Twitter insights for your content marketing strategy, but Twitter data can also be utilised to deliver more long term benefits to your brand’s wider marketing strategy. We spoke to Johary Radifison, Global Insights Director at Grayling to discover more....
The main question every marketer needs to answer is, “Did our content resonate with the audience?”
Looking at common metrics such as likes, shares, tweets, views, and so on measures distribution. But wide distribution doesn’t necessarily mean you resonated with your audience by affecting their mindset.
Just because your clever article or professional video appeared before your audience, it doesn’t mean they engaged with it. It’s just there, one swipe or click away from being ignored. But once they pause long enough to let the video play or start reading the article, that’s when real resonance begins.
That engagement is what you should measure to determine the real impact of every piece of content....
Whether marketers like it or not, consumers are now generating over 25% of content that appears in web searches for specific brand names, and consumers often trust those social media messages more than advertising or news articles about the brand. Research has shown that this “electronic word-of-mouth” is seen as reliable by consumers and significantly affects a firm’s perceived value.
But with such a panoply of channels out there, how can social media marketers keep track of what people are saying? And what strategies can be implemented to engage those consumers to influence the conversation? That’s where a careful social media audit can help. It’s a systematic examination of social data to help marketers discover, categorize, and evaluate all the social talk about a brand. This approach captures what consumers are saying about a brand, what competitors are doing on social media, and what the brand itself is doing.
I developed a social media audit template for the book Social Media Strategy: Marketing and Advertising in the Consumer Revolution from the principle of the Five Ws that is taught to journalists: who, where, what, when, and why...
There are so many metrics that can be measured in social media, that sometimes it can be overwhelming to narrow it down to something bite-sized, and find a good measure of success. Since social media also touches everything from attracting prospects to delighting customers in the buyer’s journey, figuring out what metrics to report on can be a challenge.
In this post, I will break down the metrics we observe at HubSpot, how we define success, and how we make that decision each month. And the best part: we'll wrap up with how to actually measure those metrics at HubSpot....
Analyzing the impact of your content doesn’t need to be a costly endeavor. These nine analytic tools are free (or almost free). Identifying which ones help inform your content marketing goals, using them regularly, and adjusting your content so your results are aligned even better with your objectives will boost the effectiveness of your content marketing efforts.
But how you know when the number of interactions you’re getting is good? And what does “good” mean, anyway?
The answer: It’s all relative. A “good” amount for engagement for a marketer in the software industry could be a totally different number than for a marketer in the financial services industry. That’s why we put together the 2015 Social Media Benchmarks Report -- it's 49 pages of of social media data and analysis from over 7,000 business in nine industries.In this post, I’ll analyze our findings on audience participation on social media for each of the industries represented.
Find your industry below (or use our jump-to links to head directly to your industry) to see how much interaction is happening relative to how much a company posts a week on social media, and also get some key takeaways for how to apply this to your own social strategy....
So, we need to introduce another dimension that would make content tracking more practical — that of the marketing goal.
Align your content metrics efforts with the exact marketing goals.
Of course, sometimes you'd be able to achieve multiple goals with one piece of content, but usually there is one goal that dominates...
If you’re a social media manager, salesperson, customer support rep, or executive, you’ve likely experienced social media overload or exhaustion. Each and every one of these roles requires busy people to go above and beyond to respond to fans, deal with people’s problems, or dig deeper to find unique opportunities.
But there’s one big problem here … social media never sleeps! And 72% of people who complain on Twitter expect a response within an hour. Unbelievable, I know. That means a single meeting during your workday could prevent you from saving a relationship with an unhappy prospect or customer.
So where does a person even start with effectively monitoring all of social media? In our ebook, How to Monitor Social Media in 10 Minutes a Day, we share secrets for streamlining your monitoring process, no matter what your role is. Here are a few things you’ll discover...
The internet has given marketers many things, one of which is more ways to reach potential customers directly. But with this comes further challenges, most notably, how do you work out whether all that online activity is having any real impact on sales?
Tweeting, posting, uploading videos; that’s the easy part. Working out whether your efforts are having a genuine impact is often the place where lots of marketers and businesses come unstuck.
Why? Because genuinely meaningful measurement can be tricky. It’s easy to measure how many followers you have or how many likes you’ve got on your last Facebook post but that doesn’t really tell you anything.
Know what's working on social media with the insights from our collection of free social media analytics tools.
Where do you turn for meaningful stats on your social media marketing?
I’m grateful for the insight from some truly incredible tools that help make sense of the actions I take on social media. How have my followers grown this month? Which posts seem to perform best? Which times make the most sense to post?
The answers are out there, and there are tools to help you find them. I’ve collected a bunch of my favorites here in this post. Feel free to give them a try and see what insights you can find!...
As described by Brian Solis “Digital Darwinism is the evolution of consumer behavior when society and technology evolve faster than some companies’ ability to adapt.
”The point of natural selection is that not every business will make it. As Edward Lawler and Christopher Worley note in their book Built to Change, “An analysis of Fortune 1000 corporations shows that between 1973 and 1983, 35% of companies in the top 20 were new.” Their work showed that the number of new companies rose to 45 percent between 1983 and 1993. That number increased to 60 percent between 1993 and 2003.
And, as they so appropriately asked, “Any bets [as] to where it will be between 2003 and 2013?”
To further their point, a recent ad produced by Babson College cited a rather humbling statistic; “Over 40% of the companies that were at the top of the Fortune 500 in 2000 were no longer there in 2010.
”What separates brands that falls to digital evolution from those that excel is the ability to recognize the need for change and the vision to blaze a path toward renewed relevance among a new generation of consumers....
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Are your social media marketing efforts working?
Wondering which key performance indicators (KPIs) matter on each platform?
In addition to revenue, there is real value in knowing how many people engage with your social media posts.
In this article, you’ll discover which KPIs to track for Twitter, Facebook, LinkedIn, and Instagram....
Social media data is more than just follower counts and vague statements about engagement. It’s practically relevant qualitative information in quantities that can transform your business.
MIT researchers discovered that companies where strong leaders promoted innovative technology were 26% more profitable than their industry peers, with 9% higher revenue. Ergo, a company culture that seeks accurate social media data and acts on it appropriately will be rewarded with a healthier bottom line than those who would rather shy away from digging into their social data.
But what is it that makes social media data such a vital commodity for all marketers, not just social media professionals? We’ve identified 7 key reasons why the future of your business lies in tracking as much social data as possible, and using it right across your marketing department....
According to research by Cap Gemini, 97% of loyalty programs reward participants for “spend and get”. Yet, 84% of consumers, as reported by Loyalty360, said they would spend more with retailers that offer points for activities other than spending.
In tapping into the desire for rewards outside of traditional spend and get programs, the question looms large: How to measure the ROI of a program that rewards for outcomes like brand advocacy.
Working with leading brands to develop and measure social media loyalty programs, here at Chirpify we have developed an ROI model that can be used across loyalty programs to impact organizational goals. Without further ado, let’s break it down, diving into each of the metrics, why they matter, and how a social media loyalty program can increase the value of each....
Social media analytic tools are essential for any Brand to measure always the impact on your activity , for competitor analysis and know always Customer needs and inquiry. Consumers and businesses alike have something to learn from just about all of your social media interactions.
How many people did your post reach? What sort of links do your followers like best? Does anything you do online even matter?
The rise of social media has been accompanied by the creation of tools to that analyze the impact of most of your social media activities.
Here are 50 top social media analytical tools to help your business....
“Measuring KPIs depends hugely on the client and their specific goals,” says Mangiaforte. “We also go deeper for clients, identifying and reporting on the number of influencers who participate in campaigns and breaking down their demographics to give our clients an enormous amount of intelligence about their social audience.” She completes this measurement through a mix of proprietary software and tools such as Keyhole and on-platform analytics, using this assortment of tools to, “identify influencers and measure their impact in terms of reach and engagement once we deploy them for our clients.”
It is important to consider the big picture when choosing the specific data to collect. Ask yourself, does this directly contribute to my company’s bottom line? How can we correlate brand awareness to lead generation or conversions? Once you have taken a step back to establish priorities, you can take a deeper, more informed dive into the data that matters most – ultimately, benefitting you and your team. Collecting data points for data’s sake isn’t going to solve anything....
Despite all the overwhelming interest in content marketing, there is often little to show for it. According to the same studies mentioned above, only 38% of B2B and 37% of B2C content marketers believe their campaigns are effective.
A more stunning figure is that only 23% of B2C and and 21% of B2B marketers say that they are successful at tracking their content efforts. Yes, we can wave with reach numbers of our paid ad impressions and with Facebook engagement rates. And show increased numbers of page views on our website. But are these soft metrics persuading our CFO?...
Social media ROI is what you get back from all the time, effort, and resources you commit to social. And it’s best calculated with dollar amounts.
Of course, there are no dollar signs dangling from retweets or likes. Twitter, Facebook, and others are no-cost marketing channels to join, potentially a zero-dollar investment (which makes any return exponentially fantastic, right!).
So in order to track ROI, the key elements would be: - Identifying your monetary investment in social media - Attaching a dollar amount to your social media goals...
In spite of many improvements in technology and our ability to collect data in 2015, some marketers may still struggle with measuring promotions or strategies — like content marketing — effectively.
While there is no magic content-marketing-measurement panacea, there are good ways to monitor content marketing’s impact on business goals, and some relatively clear steps you can take toward proper measurement....
What these oft-quoted stats on social media usage don't do, however, is show us how to act. They fail to provide us with any actionable insights into how we can actually improve our social media marketing.
That's why we created the 2015 Social Media Benchmarks Report, which uses data from 7,000+ businesses. The report sheds light on metrics associated with social posting frequency, social following, and social engagement. Use it to benchmark your own social metrics against businesses in your industry and/or against businesses with a comparable company size.
To give you a quick overview of the types of data you'll find in the report, I put together a few interactive charts using the infographic creation service, infogr.am....
I was recently quoted as saying, “I don’t give a shit” if Instagram has more users than Twitter. If you read the article you’ll note there’s a big “if” before my not giving of said shit.
As quoted: "If you think about the impact Twitter has on the world versus Instagram, it’s pretty significant. It’s at least apples to oranges. Twitter is what we wanted it to be. It’s this realtime information network where everything in the world that happens on Twitter — important stuff breaks on Twitter and world leaders have conversations on Twitter. If that’s happening, I frankly don’t give a shit if Instagram has more people looking at pretty pictures."
Of course, I am trivializing what Instagram is to many people. It’s a beautifully executed app that enables the creation and enjoyment of art, as well as human connection, which is often a good thing. But my rant had very little to do with it (or with Twitter). My rant was the result of increasing frustration with the one-dimensionality that those who report on, invest in, and build consumer Internet services talk about success....
The Mode Playbook is the start of our effort to find out. Each Playbook report includes a SQL query and a visualization. They're built on top of an example users table and event stream—a data structure that's common in many companies. Because users can represent customers, accounts, or users, and events can be logins, purchases, clicks, screen views, or any combination of actions, each Playbook is designed to be flexible enough to fit many different businesses and products. If you have a SQL database with these two concepts, you can make a few simple changes to the reports we provide and have access to the same set of analytical tools we've built over the last year.
Do you want to understand your social media return-on-investment (ROI)?
Are you tracking the customer journey in Google Analytics?
In this article you’ll discover how to collect and analyze the data you need to properly calculate how social media marketing impacts your business....
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Revisiting best times to post on various social media channels.