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Digest...
Likes” are the easiest social media action users can take, and they require the least cognitive processing of any social media action. But they do not equal social marketing success. Sorry, but a “like” just means someone saw (glanced at) your content while scrolling through their newsfeed. They probably didn’t open it and they certainly didn’t take time to watch or read it. If “likes” have any meaning, it’s their effect on the engagement rate for a piece of content or brand page, which can positively impact if and how the content or page is ranked and displayed by a social networking site’s newsfeed. A better measure of social marketing content effectiveness is whether or not content engaged your audience and influenced them to think or behave differently. Comments or replies can indicate engagement. Shares or retweets are behaviors that spread your content to other users, extending message reach and improving marketing efficiency. Social media sentiment is another way to measure how content is influencing audiences, changing their attitudes or perceptions. __________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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When is the optimum time to post on GooglePlus? What About Pinterest, Twitter and Facebook? What, when and how to post on social media? This visual gives the answers.
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Social Media - How does the social management software you use compare with the ones receiving the best reviews? Find out the rankings of 13 social media management products in the following infographic.
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Basic/ Excerpt...
Despite the excitement surrounding the implementation of social media analytics tools, there are still challenges when it comes to measuring social marketing’s effect. The No. 1 obstacle cited by respondents was staffing, funding or resources, at 55%. Linking measurements to objectives was a close second (53%). ____________________________________________________ ► FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required! ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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This infographic provides current trends and statistics on social media analytics.
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Marketing Strategy - Marketing executives' confidence in the economy of the United States is at a five-year high, according to recent data from the CMO Survey.
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Learn how to use Excel to analyze your social media marketing to deliver content that builds engagement and community.
Intermediate/ Introduction...
Are you looking for a way to analyze the impact of your content? Do you need a simple system that works? If you don’t have the budget for expensive software, spreadsheets and a little of your time can produce some useful data. In this article I’ll show you how to analyze the engagement and impact of your social media posts using Excel. ___________________________________ ► FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required! ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox: http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Here are five things CMOs should think about before committing to any social media management tool: -- > Sales Management Tools – Any social media management tool a company chooses to implement should have sales management tools, which deal with the distribution and tracking of leads. -- > Information to Aid Product Development – A social media management tool under consideration should contain at least one mechanism that can directly aid product development. -- > Distribution Channel Management – Social media platforms should provide common ground from which to manage distribution channels. -- > Customer Service Functionality – No social media tool would be complete without robust customer service functionality. -- > Promotions – Finally, a social media management tool has to be able to handle the creation and tracking of promotions. ___________________________________ ► FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required! ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox: http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Basic/ Introduction...
While there numerous tools that manage single platforms (like Twitter) this list includes services that manage multiple social network accounts, content and measurement. At some point we’ll do more with individual reviews, but in the meantime, here is a list of 22 different social media marketing management tools, platforms and services to help manage and scale your online marketing efforts on the social web. ___________________________________ ► FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required! ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox: http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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As a digital marketing strategist it confounds me that even as 2014 is in full swing, marketers, publishers and startups are sadly (still) debating the issue of return on investment (ROI) from social media.
Intermediate/ Digest...
Marketers claiming there is no return on investment in social media make three rudimentary mistakes, rooted in their misunderstanding of the funnel or loop. These marketers: - Do not understand the role social media plays in the sales funnel,
- Therefore they do not set the correct goals to be achieved through social media,
- which leads them to associate incorrect metrics for success for social media
Let’s take a look at some of metrics [to measure social media’s impact on the sales funnel]: --> Social media association – Opt-in association by users on social media (Facebook likes, Twitter follows, etc.) results in a highly qualified long-term audience that you can market to at will, as opposed to paid search or advertising campaigns which have no long-term exposure once you run through your budget. --> Social media engagement – Engagement on social media sites results in highly targeted exposure and brand awareness, increase in brand recall, and when used effectively in paid campaigns can drive down cost per impression, cost per click, and cost per acquisition through the mechanisms such as social lift and earned media. --> Social media evangelism –Relationships built through social media are vital for word of mouth marketing and for perpetuating the sales loop and organically driving awareness to new customers in a consumer-to-consumer conversation that is much more effective than business-to-consumer. --> Social media and social proof – Social proof is arguably the most important factor for the first two stages of the sales funnel. Metrics such as authority, credibility, and trust are vital vehicles for moving prospective customers from stages of discovery and awareness to commitment and conversion. ___________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Here are 7 Social media analytics tools for multiple platforms to help you analyze your social media presence.
Basic/ Summarized...
1. Simply Measured Simply Measured provides a very comprehensive social media reporting platform that supports a broad range of social networks. 2. Rival IQ Rival IQ is a platform for competitive intelligence. You create one or more landscapes of competitors or clients and track their performance across both social media and the web. 3. Google analytics Google Analytics is a very comprehensive web analytics tool that most of us are familiar with to some degree, but it also provides some social media analytics that we quite often overlook and don’t spend enough time on! 4. Zuum Zuum is a tool used for benchmarking performance against competitors,finding the most engaging content and identifying key influencers. 5. Socialbakers Socialbakers provide a suite of modules including analytics, social media management, ad analytics and monitoring. 6. Crowdbooster Crowdbooster is an analytics tool for Facebook and Twitter. It provides analytics with recommendations on how to make improvements including the timing of when you should send your updates. It also provides the facility to share scheduled content across the platforms. 7. Quintly Quintly provides analytics for Facebook, YouTube, Google+ and Twitter. The information is laid out in customizable dashboards where you can add widgets for data or stats you want to monitor. A list of standard widgets are provided. ___________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
Here are 7 Social media analytics tools for multiple platforms to help you analyze your social media presence.
Basic/ Summarized...
1. Simply Measured Simply Measured provides a very comprehensive social media reporting platform that supports a broad range of social networks. 2. Rival IQ Rival IQ is a platform for competitive intelligence. You create one or more landscapes of competitors or clients and track their performance across both social media and the web. 3. Google analytics Google Analytics is a very comprehensive web analytics tool that most of us are familiar with to some degree, but it also provides some social media analytics that we quite often overlook and don’t spend enough time on! 4. Zuum Zuum is a tool used for benchmarking performance against competitors,finding the most engaging content and identifying key influencers. 5. Socialbakers Socialbakers provide a suite of modules including analytics, social media management, ad analytics and monitoring. 6. Crowdbooster Crowdbooster is an analytics tool for Facebook and Twitter. It provides analytics with recommendations on how to make improvements including the timing of when you should send your updates. It also provides the facility to share scheduled content across the platforms. 7. Quintly Quintly provides analytics for Facebook, YouTube, Google+ and Twitter. The information is laid out in customizable dashboards where you can add widgets for data or stats you want to monitor. A list of standard widgets are provided. ___________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Measuring the performance of your company’s blog is not easy. By design, blogs don’t give up customer behavior secrets as easily or as comfortably as a landing page.
Intermediate/ Excerpts...
"I would include a social measurement of some sort based upon the Google Hummingbird algorithm update, such as +1s or tweets. The reason is because increasingly social syndication is highly correlated with performance in organic search rankings." "Time on site and pages per visit. A blog is not a typical site where you build a specific funnel to accomplish a goal. These two metrics would be very useful to measure performance especially if your blog is meant to be informative and build brand awareness." "I would recommend looking at metrics that help you assess the relevancy of your content to your audience. One good example of two metrics to help you do this would be number of visits divided by the number of page views." __________________________________ ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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__________________________________ ► NEW: iNeoMarketing makes content marketing easy with the new Q8 Content. Q8 fills your content pipeline daily with relevant articles that your audience wants to read. Learn more and sign up for the beta program: http://www.Q8content.com. ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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__________________________________ ► NEW: iNeoMarketing makes content marketing easy with the new Q8 Content. Q8 fills your content pipeline daily with relevant articles that your audience wants to read. Learn more and sign up for the beta program: http://www.Q8content.com. ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Digest...
The All My + Statistics site may just be Google+ Nirvana for marketers who want to understand how their content, as well as that of their competitors, is being received on Google+. It’s a free service that provides you with analytics data for anyone’s public Google+ content and profile. Simply Measured’s Google+ Reports Page: This tool provides a free report on any Google+ brand page. (Note that this service is not available for personal Google+ pages.) It pulls information on engagement rates, comments, keyword analytics, and top users. What’s more, just like All My +, it could not be easier to use. The PlusClout extension for Google+ measures the influence a given user has on Google+. A user’s Clout score can range from 0 – 100, and is based on a number of attributes, including the number of followers they have and shares they’ve earned. CircleCount prides itself on helping you to better understand Google+, and is one of the best resources around to do just that. Search your own profile on CircleCount and you will receive a free and simple-to-use report. Recommended Users is to Google+ as Followerwonk is to Twitter. The tool segments Google+ users into categories, such as women in tech, top Googlers, gaming, celebrities, journalists, etc. Each category ranks users according to their level of influence. The tool is mainly useful for individual user profiles, but if maintaining a Google+ user profile for a brand spokesperson is part of your content strategy, Recommended Users can be helpful for this, as well. __________________________________ ► NEW: iNeoMarketing makes content marketing easy with the new Q8 Content. Q8 fills your content pipeline daily with relevant articles that your audience wants to read. Learn more and sign up for the beta program: http://www.Q8content.com. ► Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected).
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Key excerpt...
Almost half (49%) [of the 140 surveyed CMOs) said they aren’t able to quantify whether social media has made a difference for their companies, while 36% said they had a good sense of qualitative – though not quantitative – results. Only a meager 15% said they’ve seen a proven quantitative impact. Not surprisingly, in a Big Data-driven era, that lack of clarity is coming under increased scrutiny; 66% of respondents say their boards and CEOs are tightening pressure to measure ROI. Moorman says the quest to quantify is “complex but not unsolvable.” Indeed, companies are investing more in marketing analytics; it currently represents 5.5% of marketing budgets and is expected to rise to 8.7% by 2016. She speculates that Facebook and Google – “companies that have a stake in showing that there are sales and financial payoffs associated with social media” – are likely to be the first to crack the ROI quantification code. “What they can do is look across companies, and look at different indicators…with all the case studies they’re able to do study because of where they sit, they’re in a very good position to get those insights.”
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Doug Kessler looks forward to the Second Era of Social Media which is characterized by Big Social Data. Today, Social Data is only just emerging as a discipline, when it does fully emerge, the Second Era of social kicks in.
Excerpt...
Make no mistake: the new Big Social Data tools will make the current ones look like so many Etch-A-Sketches. There’s no structure. Context is buried or lost. The torrent never stops. And the sheer volumes are staggering. This kind of data challenge demands a new kind of analytics stack that doesn’t rely on neat little databases and tidy indexes. The next generation of Social Data platforms and apps designed to handle this is emerging. In my job as a high-paid pimp for tech companies, I’ve seen some of these. And I’ve been blown away. When Big Data techniques are applied to the social media firehose, some amazing things start to happen. Like being able to ask some unbelievably specific questions and getting instant answers. Or being able to predict the things that, today, we can only react to. Today, Social Data is only just emerging as a discipline. When it does fully emerge, the Second Era of social kicks in.
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The B2B buying process is changing. Improve B2B marketing and keep your results ahead of the curve with real-time content, social selling, and more.
Key excerpt...
3. Engage your audience with video and YouTube. 85% of the US audience is now viewing video online on a weekly basis, and 37% of B2B customers access videos via mobile devices to research products and services. It’s more important than ever to refine your video strategy to adjust to changing technology and available marketing techniques. And don’t worry if your budget is small but your goals are big—effective video marketing doesn’t require heavy production—just a smart message that’s relevant to your target audience. Watch B2B Video: Best Practices and Techniques to see how Cisco uses video to reach their target audiences. 4. Adopt social selling and monitor buying signals. According to a study by IBM, 75% of buyers are likely to use social media in the purchase process, and when IBM adopted a social selling pilot program, they saw a 400% increase in sales. Wow! But what is “social selling”, at least in the context of digital? It’s pretty simple—leveraging social networks, content, and the entire digital ecosystem to build meaningful connections, nurture relationships, share expertise, and position yourself as credible and trustworthy—all critical parts of the sales process, whether offline or online. (I like Jill Rowley’s deep dive into the topic.)
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Chief marketing officers (CMOs) are increasingly allocating resources to social media, but an alarming number are not seeing concrete return on this investment, according to The CMO Survey.
Key excerpt...
Only 15 percent of the 410 CMOs surveyed by professor Christine Moorman of Duke University’s Fuqua School of Business said they have proven quantitative impact on their social media marketing expenditures. Another 36 percent responded they have a good sense of the qualitative impact, but not the quantitative impact.
Almost half of the CMOs surveyed (49 percent) have not been able to show that their company’s social media activities have made a difference. Despite this, marketers are expected to increase expenditures in social media from 6.6 percent to 15.8 percent over the next five years.
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Excerpt...
According to (Forrester Analyst Nate) Elliott, “‘Social Exceptionalism’ can be pin-pointed as the problem — “rather than recognizing that social is just another marketing channel, many marketers see it as unique,” i.e. keeping social completely separate from other marketing efforts, or worse, asking social to carry the weight of an entire marketing program. So what’s the solution? To succeed with social media, marketers must understand how it supports each part of the customer journey. That means not just offering engagement, but also enabling discovery and supporting exploration and purchase with social — what Forrester calls Social Reach, Social Depth, and Social Relationship.”
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We are entering the era of social media accountability. Get tips for how to build a social media strategy that is measurable.
Key excerpt...
If you want to have a shot at positioning social media’s value to the organization and increase your chances of getting budget approval it’s time to think beyond the amazing ideas that you get excited about. We need to start planning to measure and build strategies that are measurable. It’s not that you can’t have a few things on the docket that are feel good, long-term plays. But the majority of your social media strategy has to tie to an impact on sales volume, revenue and cost deflection if you want to really get the management team to open up the coffers. The reality is that management teams want to see social media accountability. They want to see the bigger ROI picture for the investments they have already made and will continue to make. If you start with measurement as a core tenet in your strategy for next year you will be ahead of the curve.
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Condensed...
While exploring the Social Ops Neighborhood and riding the track on the Digital Marketing Transit Map, consider three stops of high interest for the rest of 2013 and into 2014:
1. Content Marketing: Many social teams are studying the newsroom habits of publishing organizations and developing best practices based on the principles of media workflow. It requires a focused and funded effort that staffs and organizes resources appropriately. These capabilities and resources are something which many digital marketers still do possess.
2. Social Analytics: Clients are starting to move beyond keyword search and basic sentiment and they are increasing demand for Social Analytics, which builds on social monitoring and includes unstructured text (beyond keywords) analytics, predictive modeling and prescriptive recommendations about what to do with the social data they are gathering.
3. Connection to Marketing Ops: Marketing Ops is about the management and operation of marketing platforms and applications, including campaign, lead, loyalty, event, performance and marketing resource management systems and processes. Marketing operations span the gap between digital and traditional marketing channels. Social Marketing must be considered in these plans. Social Marketing at a basic level offers what multichannel marketing seeks to do: giving marketers engaged and targeted interaction particularly when the customer is reaching out themselves.
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![The Best Social Media Management Software [Infographic] - Profs | #TheMarketingTechAlert | The MarTech Digest | Scoop.it](https://img.scoop.it/Gn6pIeCqGWXaXHApFVMsOPL6dadsvGA8m9WNoVsbzkY=)
Please don't tell me you're using Likes as a means to measure social. It's a "feel good" stat, akin to the number of email "opens."