Public Relations & Social Marketing Insight
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Social marketing, PR insight & thought leadership - from The PR Coach
Curated by Jeff Domansky
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Dirty Secret: Social Media Analytics Are Failing Marketers | Newscred

Dirty Secret: Social Media Analytics Are Failing Marketers | Newscred | Public Relations & Social Marketing Insight | Scoop.it
From blog.newscred.com - August 23, 2015 4:02 PM

“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....

Jeff Domansky's insight:

Useful tips on how to measure what matters in social marketing.

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Philippe Hassel's curator insight, August 25, 2015 9:39 AM
"Decode the Verbiage"  est aussi un frein à l'analyse...
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9 Data Sets Every Ecommerce Company Should Measure

9 Data Sets Every Ecommerce Company Should Measure | Public Relations & Social Marketing Insight | Scoop.it
From mashable.com - September 9, 2013 7:50 PM

To see big wins in e-commerce today, entrepreneurs need to cover all of their bases, from organic SEO to mobile advertising.


Analytics tools can create a pretty detailed snapshot of where your business stands — too detailed, in some cases.


Curious about which metrics really matter, we asked a panel of successful e-commerce entrepreneurs which pieces of data they measure regularly and what it tells them about their overall strategy. Their best answers are below....

Jeff Domansky's insight:

Great addition to any marketer's metrics toolobox.

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Social Marketing Tools to Identify & Engage Influencers

Social Marketing Tools to Identify & Engage Influencers | Public Relations & Social Marketing Insight | Scoop.it
From www.toprankblog.com - April 17, 2013 9:28 AM

Discover how social marketing tools like Commun.it, BlogDash and Traackr can help you identify, connect with and engage industry influencers....

 

This month, we learned that although 65% of brands participate in influencer marketing, just 10% of total digital marketing spend goes to social, which includes influencer marketing. Some have cried, don’t people see the opportunity? Why aren’t they spending on influencers! Technorati Media’s 2013 Digital Influence Report shared the above insight, as well as the fact that a mere 6% of social spend is allotted to marketing to influencers.

 

This doesn’t signal a problem to me at all. In fact, it’s an indication that while influencer marketing is recognized as a valuable piece of the online marketing puzzle and many practice it, it doesn’t require a great deal of budget to accomplish. That, friends, is what we call an opportunity. That’s not to say influencer outreach is easy, but that an array of low-cost tools are available to help marketers better identify, understand and connect with industry influencers. These social tools enable us to automate much of the research, to weed through a mass of data and identify trends or common characteristics among the people who can positively impact our business with a tweet, a blog post, or a thoughtful comment. Check out these social tools for brand marketers looking to more easily and inexpensively measure and act on influence in their industry....

Jeff Domansky's insight:

Here is a really valuable list of inexpensive social media tools for small business. They'll help you monitor results.

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If The Metric Isn’t Money, You Cannot Measure ROI

If The Metric Isn’t Money, You Cannot Measure ROI | Public Relations & Social Marketing Insight | Scoop.it
From www.socialmediaexplorer.com - September 9, 2014 3:34 AM

The single biggest challenge both communications professionals and the business leaders they answer to have to overcome is understanding business metrics. There are generally two kinds: Those related to revenue and those related to intangibles. When you’re measuring revenue, you can calculate return on investment (ROI). When you’re not measuring revenue, you can’t.


Yet both communications professionals and their managers somehow still think it’s okay to hold us to ROI standards for any and all business objectives.The manifestation of this conflict reared its confusing head last week in an article by Jonathan Rick that made its way to CMO.com. The piece appeared to be about measuring ROI in communications. Unfortunately, none of the metrics he discussed had anything to do with revenue....

Jeff Domansky's insight:

Jason Falls explains that not all business objectives can be measured in terms of ROI. And that’s … okay. Just don't call it ROI if there ain't money attached.

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How to Market Any Business and Not Limit Your Reach | Social Media Today

How to Market Any Business and Not Limit Your Reach | Social Media Today | Public Relations & Social Marketing Insight | Scoop.it
From socialmediatoday.com - April 18, 2013 9:42 AM
At this point, online marketing and SEO are part of almost every business’s marketing budget. However, in order to make your online marketing efforts truly successful, you need to make sure you don’t limit how many customers you can reach. If you’re still holding back because you don’t know what to do, there are some basic tips that can get you in the game.....
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Dear Marketing World: ROI is NOT A Unicorn

Dear Marketing World: ROI is NOT A Unicorn | Public Relations & Social Marketing Insight | Scoop.it
From claymanmarketingcommunications.wordpress.com - March 7, 2013 10:01 AM

The problem with social media ROI...

 

While Social Media treats ROI as a mostly mythical creature that people like to read about in hypothetical scenarios, real-life companies are struggling to actually track the ROI of their social media marketing efforts. Consider these statistics that NectarOm (Nectar Online Media) published in a recent study in collaboration with the Socia Media Clubs:

 

Out of 400 people surveyed, 73% do not even track the ROI of their social media efforts.

 

Of the people who do attempt to track the ROI of their social media marketing efforts, 46% said it was not a major driver of revenue.

 

Let’s think about this in the context of the InfiniGraph e-book. They suggest that a single campaign may involve a company spending $5,000 in Facebook ads. Based on the NectarOM study, most companies would not even make an effort to track the return on that $5,000. The companies that would track the investment would, for the most part, find that their ROI was poor return....

Jeff Domansky's insight:

Margie Clayman says marketing must measure and track the right things...

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Wilf ILIFFE's curator insight, March 21, 2014 7:30 PM

Reflecting on the presentations and conversations I had at Eye for Pharma this year, I can see that the pharma industry is not alone in relying on vanity metrics to measure their on-line impact.
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