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Posts Tagged ‘Social Marketing’

Comments Off on What Does the Future Hold for Email and Social Marketing?

What Does the Future Hold for Email and Social Marketing?

2013 has arrived, and with it comes thoughts and ideas of how email and social marketing will evolve. While we can’t predict what will become the next big social media channel this year, we can give you some tips to help you stay ahead of the game.

Mobile Design – This may be the most important thing to consider for your email marketing this year. According to Litmus, 36% of emails are opened using a mobile device/tablet, and they predict it’ll be 50% by year’s end. Hence, mobile design is something you definitely want to take this into account when crafting your emails, and it’s not as hard as you may think. With a few minor tweaks, your email will render clearly for readers on a variety of devices or platforms, just follow these tips:

  • Keep the design slim – Around 500-600 pixels
  • Use call-to-action buttons
  • Use a simple, single column layout
  • Include links that’re large enough to “click” i.e., touch
  • Have a text-only email back up
  • Give your email the “touch screen” test (is it easy to navigate with your finger?)
  • Ensure your email renders/downloads properly on an iPhone

Social ROI – Remember the tag line from the movie, Field of Dreams? “If you build it, he will come.” It also applies to social media, as well as baseball fields. Once social media was built, people came in droves (hint: So get on it, if you’re not already!). And, social media no longer pertains to a certain age group or demographic; everyone’s on it. The key now, is to keep people continuously engaged with your business on social, and to do so, you simply need to keep at it! Here are a few engagement-inducing ideas:

  • Content is king – Share links, post videos and/or images (According to Facebook, posts that include a photo generate 120% more engagement).
  • Add value – Share useful information and tips, even if you’re sharing from other sources.
  • Interact and engage – Don’t just post and leave your page unattended – Answer questions, make comments, and ask questions.
  • Post on a regular basis – This could be multiple times a day, or several times a week depending on your customers and the content available.
  • For more social media engagement related posts, read: “Want Better Facebook Engagement? Stop What You’re Doing” and/or “What Motivates People to ‘Like’ or ‘Unlike’ Brands on Facebook“

You can actually track ROI on social media; you just need to set up some key tools. Facebook Insights is a great start for monitoring progress on your Facebook Page. Google Analytics (GA) will also track where people come from when they visit your website, plus it tracks activity on your social accounts. And, if you set up goals in GA, you can track conversions from social interactions. If you’re sharing links from your site, or sharing from another, using Bit.ly not only shortens long URLs, it also gives you tracking information about the people clicking on your links. Even if you aren’t tracking, don’t overlook the power of social engagement. SocialBakers has been tracking exactly this and find that more engagement on social creates more reach, more click throughs, and ultimately more conversion. So keep sharing great info, and it’ll pay off in the end!

Read the full article…

Comments Off on Measuring the value of social media with Google Analytics

Measuring the value of social media with Google Analytics

A new set of Social reports help you measure the impact of your social marketing initiatives and evaluate the effect social media has on your Goals and Ecommerce activities. The four new reports aggregate key data points to help you see the complete picture of how social marketing and media affect your business. You’ll find the Social Value Overview, Social Sources, Social Plugins, and Conversion Reports in the Traffic Sources section of your Google Analytics account. Learn More.

Export and share reports

Exporting and sharing reports is now possible in the new version of Google Analytics. From the Export tab, download or email any report directly from your account. You even have the option to automate sharing. Set up your account to email reports daily, weekly, monthly, or quarterly. Learn More.

They also added a share button to Custom Dashboards, Reports, and Advanced Segments. The share button creates a link to the custom template you created, and not your actual account data. When someone clicks this link, they’ll land in their own Analytics account and see the custom schema you created populated with their own data. Learn more.

Track paths from one event to the next

Welcome the Events Flow Report.  If you’re already tracking content like videos, downloads, and embedded gadgets as Events, use this report to see the order in which visitors trigger Events and the popular paths taken from one Event to the next. They’ve also added the Date Comparison feature to all Flow reports, so you can see at a glance how visitor engagement changes over time. Try it out in any of these reports: Visitor Flow, Goal Flow, and the new Events Flow. Learn more.

Make your marketing accountable with digital marketing attribution

The Attribution Modeling tool lets you assign credit across your whole digital marketing campaign — so you can set values for all of the elements that led to online sales and other business goals. By building and comparing customized attribution models, you can determine the impact of different channels, referral sources, campaigns, and keywords. Learn more about using attribution to improve your marketing in the Attribution Playbook, or check out industry trends in this Attribution Whitepaper.

From the Google Blog

Comments Off on Targeting Specific Social Media for Desired Results

Targeting Specific Social Media for Desired Results

Ref: Jolie O’Dell at Mashable.com

As marketing campaigns become more sophisticated in their approach to social media, it’s logical and appropriate that the unique characteristics of specific media be targeted for the results they are best at creating. In a recent article by Jolie O’Dell, we learn about a nice at-a-glance tool created by CMO.com and SEO firm, 97th Floor that give you a quick way of knowing what to expect from the medium you are targeting.

“For example, if you need massive pageviews for your site or a client’s site, Facebook and Twitter are just so-so for referring their users to your content. If you want to see really big clickthroughs, you should optimize for StumbleUpon and Digg. And if your goal is search engine optimization, don’t think that Facebook’s “no-follow” links are doing you any favors; instead, focus on Flickr and YouTube to see your desired results on Page One.

When you think about best-in-class social media campaigns and true leaders in social media marketing, you realize that most of the time, creative and successful marketing teams pick a specific platform for a specific reason; this chart gives you the tip of the iceburg when it comes to making the right choice for your own company’s or clients’ campaigns.

Check out the chart below, and in the comments, let us know about your experiences with marketing, CRM, PR and SEO across these various platforms.”

Click image to view full-size PDF version.

Comments Off on Study Confirms Measuring Mobile, Social, and Video Media ROI is Tough

Study Confirms Measuring Mobile, Social, and Video Media ROI is Tough

The advent of active social media in the marketing mix has added complexity to the already challenging task of determining the right combination of efforts to give the maximum impact for your company.  Most businesses have not yet found this balance.

We recently reviewed a study by Omniture which surveyed how marketers are striving to get the most impact for their social media investment.

Most have not yet adopted emerging channels: Only 14% say they now use mobile, social media, and video channels in their marketing mix

Nearly seven in ten surveyed marketers (69%) say they use social media, 43% use video in their marketing, and 23% use mobile.

Looking ahead, 75% of marketers plan to increase investment in emerging channels in the next three years. However, marketers’ inability to measure the success of emerging marketing channels remains a key hurdle.

Below, other findings of the 2010 Omniture Online Analytics Benchmark Survey.
Social Media Marketing
Among marketers who use social media, the following social marketing activities are among the most widely adopted:
•    Social networking and gaming sites: 92%
•    Blogs and microblogs: 83%
•    Multimedia sharing: 57%
•    Bookmarking and news sites: 29%
•    Social knowledge: 23%
•    Ratings and review sites: 14%

Most marketers (63%) say Facebook is the most important social site for their business, while 28% cite Twitter and 23% cite Youtube.

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Measuring the business impact of social media continues to challenge marketers: Just 22% say they are very satisfied with their ability to measure social media marketing, while 27% say they are somewhat satisfied and 45% say they are neutral.

Marketers cite conversion (74%) and the number of referrals (70%) as the top 2 metrics that would give them the most actionable insight into social media campaigns, followed by revenue (62%), brand monitoring (61%), visits per visitor (47%), and competitor brand monitoring (47%).

However, 41% of marketers say they lack a mechanism to measure social media conversion and 34% cannot measure referrals.

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Mobile Marketing
Among the 23% of marketers who use mobile in their marketing mix:
•    63% offer a mobile version of their website.
•    60% use short message service (SMS) text marketing.
•    52% have created mobile applications.

Nearly three-quarters (73%) of marketers who use mobile say they measure visitors coming to their site on a mobile device and 66% measure mobile pages viewed and clicks on a mobile device.
However, just 30% are able to measure mobile app conversions—and, overall, only 23% say they are very satisfied with their current mobile measurement capabilities.

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Video Marketing
Less than one-half of marketers (43%) are using online video in their marketing mix. 
Just 22% of marketers say they are very satisfied with their ability to measure video marketing, 19% say they are somewhat satisfied, and 51% say they are neutral.
Among the most important video marketing metrics cited by mobile marketers are the following:
•    Post-video conversion: 67%
•    Referral numbers: 67%
•    Video ratings: 59%
•    Viral embeds on nonvideo sharing sites: 55%
•    Video starts: 50%

However, only 21% of marketers say they measure post-video conversion and 33% measure the number of referrals from a video. Some 53% measure video starts, while just 29% measure viral placements on video sharing sites.

Lack of Effective ROI Measurement
Although 53% of marketers say measuring online marketing ROI is important and 27% say it’s somewhat important, 55% say they cannot effectively measure marketing ROI.

Two-thirds (65%) of marketers say measuring conversion rate is important and 21% say somewhat important, but 25% cannot effectively measure it.

Asked to rank the top challenges marketers face in taking action from analytics data, marketed cited their inability to…
•    Leverage analytics data to create personalized site experiences: 50%
•    Optimize across channels and marketing systems: 48%
•    Identify best-performing acquisition tactics to maximize return on ad spend: 46%
•    Identify visitor profiles for segmentation and targeted relevant marketing: 37%
•    Identify Web, video, and social media channels to optimize visitor experience: 35%

Attribution Still a Mystery
Roughly one-half of marketers say they understand how visitors are interacting with their site. However, there is room for improvement:
•    43% cannot allocate revenue to their marketing campaigns, making it difficult to understand ROI.
•    75% cannot do a full funnel analysis.
•    39% can tell if someone is a repeat visitor through database remarketing.

About the data: Findings are from the 2010 Online Analytics Benchmark Survey among marketing professionals conducted through May 7, 2010 by Omniture, an Adobe Systems company.