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Tracking social media activity is a herculean task for a company, even in the earliest stages of social media marketing. According to a study, 39% of businesses do not track their social media ROI due to lack of expertise, resources and analytics. Fortunately, hashtags have made it easier to track campaigns, producing results that are more accurate.Using hashtag analytics, brands can efficiently run organized social media campaigns, optimize social media posts for more exposure and gather information about their target audience. If you are confused about incorporating hashtags analytics in your social media strategy, rest assured, this guide will teach you everything you need to know....
If you’re like most marketers, you’re waiting for some sign that says your content is “working.” Unfortunately, though, most marketers suffer from two major roadblocks when it comes to understanding whether or not their content efforts are paying off.
1. They don’t have the infrastructure in place to measure the right data.
2. They don’t know what the “right data” might be.
Like any aspect of marketing, your content must have defined objectives that align with the goals of the organization....
The Return on Investment (ROI) of social media marketing can be difficult to pin down. Results can’t be guaranteed, and there is no way of knowing how your audience will react to the things you share online. While ROI proves that your marketing efforts are successful, it will only do so if you’re tracking and measuring the right things, and have ruled out other influencing factors. Here are five ways to troubleshoot your social campaign’s ROI and measure your results more accurately:
The first bit of data on this infographic is pretty fascinating… the growth of the analytics tool market. In my opinion, it points to a couple issues. First is that we’re all still seeking better tools to report and monitor on our marketing strategies and second is that we’re willing to apply a larger percentage of our marketing budget to ensure our strategies are working.
As we use social media to connect with others, we create a digital data trail of human interaction. When analyzed properly, this valuable data can show public opinion and consumer trends, make predictions and provide insights. For companies properly collecting and analyzing this data, it can be key to success.
This infographic from Demand Metric was designed to provide organizations with information about the world of social media monitoring and analytics....
Here’s the thing: the internet never sleeps.
Which means data never sleeps, and the internet sure likes to use up a lot of it. How much? In any given minute, 277,000 tweets are published on Twitter, 216,000 photos are sent to Instagram and 8,333 videos are shared on Vine.
And we’re just getting started. Over that same 60 second period, 347,222 photos are sent on WhatsApp, 416,667 swipes are made on Tinder and 3,472 images are pinned on Pinterest.
And if you think that’s impressive, Google receives 4 millions search queries, Facebook users share 2.46 million pieces of content and 204 million email messages are sent each and every minute of the day.
This visual from DOMO looks at how much data is generated every minute across the net....
CMO of DigitalRelevance Kevin Bailey talks about the importance of earned media links and content.Today’s digitally savvy PR professionals are adding organic search to their repertoire. This makes good sense because organic rankings are just another form of earned media—just acquired in a new way. For over a decade it’s been well known that search engine rankings are influenced mainly by two things: what a brand says about itself on its own website and what others say about it off of its site. The latter is often called off-site SEO and it’s the most heavily-weighted component of Google’s algorithm....
Last year, IBM poured some cold water on social advertising when it said social sites like Twitter and Facebook had almost no impact on online Black Friday sales.
This year, things aren’t much better.In tracking traffic and sales at about 800 e-commerce sites, IBM says it found that only about one percent of visits to e-commerce sites this week come from social networks, according to Jay Henderson, strategy director for IBM. And, once again, just a fraction of one percent of overall orders are made by people coming to the e-commerce site directly from a social network, he said.
“I don’t think the implication is that social isn’t important,” Henderson said earlier this week. “But so far it hasn’t proven effective to driving traffic to the site or directly causing people to convert.”...
Measurement matters now more than ever.Marketing technology advances have made it easier and more affordable to connect activities to outcomes, but marketers are largely dropping the ball when it comes to monitoring, reporting, and improving performance.Adobe’s Digital Distress study, which surveyed more than 1,000 marketers, found 76 percent of marketers believe measurement is important, though only 29 percent believe they are doing it well. ...
This guide lists which tools do what, what types of companies they are ideal for, and if they're free or paid. It's a social manager's dream come true.
Measurement in the public relations industry has been a problem. Could publishers and PR work together to solve it?...
In part, digital has solved the problem having opened up new (and more measurable) avenues for messaging and content but media relations – the core PR function – still remains highly intangible.The paid media industry meanwhile has access to untold amounts of data covering audience profiles, interaction and engagement.Why can’t these insights be extended to editorial media?...
Studies analyzing the value of Facebook fans, like this one from Syncapse, have been attracting lot of attention recently. So what really matters in measuring marketing results?
Studies analyzing the value of Facebook fans, like this one from Syncapse, have been attracting lot of attention recently.
The primary results of that study were that Facebook brand fans are: - 80 percent more likely than non-fans to be users of a brand - Spend 43 percent more than non-fans in respective categories - 11 percent more likely to continue using the brand than non-fans (loyal consumers) - 85 percent more likely to recommend your brand compared with 60 percent of non-fans
And that consumers like brand pages for two reasons: - Coupons, discounts, and rewards - Showing support for brands or receiving regular updates
While this study and others like it point to positive attributes of Facebook fans, it’s critical for brand marketers to really stop and ask themselves: Isn’t this just pointing out that good customers are more likely to like our Facebook page?...
Big data is all the rage right now. Marketers are scrambling to extract value from the 2.5 quintillion bytes of data that are being created each and every day. This data can lead to insights about buyer intent, customer engagement, content marketing effectiveness, and more. In fact, in my last post for Content Marketing Institute I offered 3 ideas on how content marketers can use big data to improve or enhance their content marketing efforts.
But it’s easy to be overwhelmed by all of the possibilities and data at hand. Once you have your goals in mind, how do you uncover the best insights for informing your content marketing strategy without being bogged down by the data deluge? Here’s a look at the best of the usual suspects — as well as some sources you may not have considered yet — to better inform your content marketing program...
Public Relations practitioners are familiar with the concept of identifying and building relationships with stakeholders. (Anyone who might have a material impact on your business.) Social media has extended the reach and influence of your stakeholders – they’re on Facebook, Twitter and LinkedIn and they’re connecting to each other.
The Social Graph is the representation of our relationships. In present day context, these graphs define our personal, family, or business communities on social networking websites – Jeremiah Owyang, Industry Analyst, The Altimeter Group....
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Traditional social media listening platforms don’t collect this location-tagged social data. Think you’re not missing much of the conversation? Think again. It’s time to complete your social media strategy with location-tagged posts, and there are infinite ways to leverage this data for your social listening and engagement campaigns.
So, what are the top five ways you can activate your location-based social media data to ensure you hear the complete conversation?
A benchmark is a comparison to the standard. It allows us to weigh the performance of an action by comparing it to a previous accomplishment.
Social Media KPI (Key Performance Indicators)
There are three key performance indicators every social marketer should constantly be striving to measure and meet: conversion rate, engagement rate and audience reach. All three metrics influence one other....
Do you want to find company mentions beyond news articles and blogs?
Do you want to monitor social mentions and metrics?
Mention and SumAll each offer a single dashboard so you can track mentions on social media, websites and blogs. With these tools, you don’t have to hop back and forth between networks to gather data to compare.
In this article you’ll discover how Mention and SumAll provide all the data you need to get the big picture of your online presence....
Ever gone into your analytics and seen your bounce rate hovering around or above 90%? If so, you're in trouble. That is a high bounce rate. And it’s very, very bad.
Bounce rates are website killers. The problem is, many webmasters simply expect bounce rates to stay at high levels. I’m convinced it doesn’t have to be this way. You can bring your bounce rate down as long as you know what to do.
I’m tired of reading the same hackneyed information about “reducing your bounce rate,” so I decided to stop looking for the advice that doesn’t exist and create some of my own -- a list of not stupid ways to crush your bounce rate....
Most search engine-optimization (SEO) practitioners (71%) say understanding the link between social sharing and search rankings is more important in 2014 than it was last year, according to a recent report from BrightEdge.
Measuring rank in Google Universal Search results (those that include photos, videos, etc.) is also seen as increasingly necessary by SEO professionals (57% say it is more important in 2014), as is measuring presence and rank in Google Carousel results (72% view as more important).
Less than half (46%) of respondents say finding anomalies in keyword rank is more important this year than last, perhaps reflecting the search engines' changing emphasis on keywords as a ranking factor....
Marketing metrics tend to overlap with key business analytics. Here's a handy overview on how to distinguish their differences and leverage both to make better informed business decisions..
Ever wonder how Amazon predicts exactly what you want to buy? The answer lies in business analysis – understanding patterns of what happened in the past to predict what might happen in the future.
With the explosion of lead and customer data available at marketers fingertips, it is no surprise that marketing analytics has become the rising star of business analytics. In fact, spending on marketing analytics is expected to increase 60% by 2015.
This post explores the goals of business analytics, how marketing analytics is playing an ever crucial role in business analysis, and how organizations can make better business decisions using real market feedback....
Web stat geeks will be stoked about Google Analytics updates that include real time widgets and interactive insights that help define how customers really decide to finally make a purchase.
Publishers, marketers and ecommerce sites can all benefit from seeing more closely how their customers find them and exactly what they are doing on a given site. With Google Analytics’ customer journey tool, a map of sorts can be created that shows the steps those customers take before they finally buy something.
This kind of 360 degree view of customers is valuable because it can show where the strengths and weaknesses are in a site layout or strategy. The Customer Journey to Online Purchase benchmarking tool is an interactive data set that demonstrates how buyers act in different industries and regions, and what kind of time frames they operate in...
When you know more, you can do more. Social Media’s ROI can be tracked. But keep in mind that tracking is only the measurement of the result of your efforts. You must be able to tie those results back to your objectives to get real return on investment.The following are Facebook objectives and results we track here at Kruse Control on a weekly basis...
There’s a lot of literature out there discussing what local businesses can do to improve their websites, ranging from boosting search visibility through targeted keywords to leveraging content like video to keep visitors engaged....
The success of any local business website hinges on attracting the right type of visitor and allowing them to easily obtain the information they’re looking for to move forward with a purchase. Analytics provide local businesses with the constant supply of data they need to evaluate their approaches and take action to improve their website experiences.
Many businesses rely on Google Analytics and similar offerings for website analytics. Below are the key metrics local businesses should evaluate in order to track the performance of their websites, and inform their strategies and plans for improvement....
As social media continues to mature, established industry players from large platforms to emerging vendors are quickly moving to standardize the value their business.In April, Facebook introduced Cost-Per-Action, or CPA, a new metric that allows managers at brands and agencies to assign a dollar value to specific actions.Instead of paying by impressions (CPM) or clicks (CPC) -- metrics that cast a wide net and can be easily gamed -- actions help managers understand the true cost of acquiring fans or engagements. A
nd with marketing budgets allocating more resources to social media campaigns, demonstrating value for money has become a priority when generating earned media through a mix of owned and paid promotion. Early this year SocialChorus, an advocate marketing company, published an Ebook that compiled all of the available research on the monetary value of social endorsements. While conceding that no standard formula can be considered definitive, The Earned Media Value Index (EMV Index) is a starting point toward navigating the new cost metrics that are driving managers day-to day and month-to-month campaign decisions....
Social media ROI is a messy business. How do you bring some order to it? There’s no getting away from it. The higher up the sales funnel, the harder and messier it is to make decisions on measuring ROI. Social media is, like any channel (if you choose to view it as one) not perfect to measure, though far from hard to get a good handle on it, and to compare channels with channels using techniques like Google’s Multichannel funnels or social reports.
It’s the scale of choices that become complex. It’s much easier to post rationalise and retrospectively connect the dots, but not easy to plan for it – otherwise why is ‘viral’ still so remarkable in social media – and why we don’t see the experts doing amazing campaigns repeatedly.
It’s always been a challenge, attributing the value of visitors through multiple channels, social media has made that more complex. Certainly when compared to lower down the funnel the touchpoints are more measured and explicit, visitor-to-goal completion is relatively simple to monitor and quantify.IAB suggests 3:1 return on social media investment...
The research revealed that, four out of five consumers said they would be more inclined to buy a brand more often in the future after being exposed to a brand’s social media presence, while 83% of consumers exposed to social media would trial a brand’s product. ...
Pinterest isn’t just for sharing photos of delicious recipes or crafts anymore. Check out this infographic to see how retailers are driving traffic to their brick and mortar locations using Pinterest....
When it comes to social media, there is an ongoing focus on driving traffic to your digital home bases and outposts such as websites, blogs, and social networks. But how about using these channels to drive traffic to your physical store?
In a recent post on Harvard Business Review, Alexandra Samuel presents a series of data-driven Pinterest tactics that drive sales to brick and mortar retail locations. These findings are part of larger study, From Social to Sale: 8 Questions to Ask Your Customers, that offers some great insight on the factors that impact consumer social purchasing decisions.
This infographic summarizes the 5 key tactics that retailers can use to help drive in-store traffic....
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![How Pinterest Drives Retail Traffic [Infographic] | Public Relations & Social Marketing Insight | Scoop.it](https://img.scoop.it/Q1GdpbdVKBZK6vhCCjzWRzl72eJkfbmt4t8yenImKBVvK0kTmF0xjctABnaLJIm9)
Learn basics of hashtag analytics including where analytics can be used like marketing content, SMM, events or branding.