This document provides an overview of attribution and measuring social media marketing ROI. It notes that attribution, or linking marketing efforts to business outcomes, is challenging for social media marketers. Last touch attribution in analytics often undercredits social media's role since it is rarely the last touchpoint before a conversion. The document explores multi-touch attribution models and reasons why social media has difficulty getting direct credit, such as its focus on engagement over direct responses.
The traditional advertising model is under pressure. Advertising is evolving towards content marketing: instead of a big bang, campaign-only, approach, companies should evolve to an always-on model in which content plays a very important role.
This paper gives our view on content marketing. See it as a pragmatic way to start with content marketing in your company. This approach is created based on market research our company InSites Consulting conducted during the last year.
How to measure the ROI of social media is a highly contested topic in the marketing world. In this paper we examine how you can start to apply metrics to your campaign, giving you a solid indication of your social media ROI.
The what, why and how of Social Media ROI: Business definitions, methodologies and situational narrative. This presentation's purpose is to clarify what ROI is and isn't within the context of Social Media and offers a basic explanation of how to tie Social Media activities to real ROI.
Engaging E-commerce: Driving Customer Loyalty with GamificationPomegranate Media
The document discusses how gamification can be used to drive customer loyalty in e-commerce. It notes that while gamification is being used more in loyalty programs, many implementations treat it as a "bolt-on" rather than designing it into the user experience. To be effective, gamification must align with business objectives and reward the right behaviors. It also must understand customer motivations and provide both intrinsic and extrinsic rewards. When done well with a strategic approach, gamification can improve engagement, insights and loyalty.
1) The value exchange equation is activated when mobile advertising provides tangible value to users in exchange for their time and attention. This can help build brand loyalty.
2) Reward-based mobile advertising succeeds when the advertising execution is timely, interactive, and relevant and the reward is predictable, tangible and chosen by the user.
3) Tests showed that reward-based mobile campaigns significantly increased brand awareness, message association, favorability, and purchase intent compared to control groups and mobile advertising norms.
Social media marketing presentation at #fusionmex by Olivier Blanchard - @the...i-SCOOP
Keynote covering intelligent use, planning and integration of social media marketing in the enteprise, given by Olivier Blanchard (@thebrandbuilder) at Fusion Marketing Experience (#fusionmex) Brussels on March 23, 2011.
This white paper examines the emerging field of conversational marketing, as social media becomes part of the relationship marketing conversation.
Beginning with a definition of conversational marketing, this white paper looks at how our traditional marketing approaches should be modified to include the new possibilities that social media creates for marketers. Along the way it goes into depth on the importance of viewing social media not as a channel, but as an integrated part of our marketing campaigns and on-going programs.
The traditional advertising model is under pressure. Advertising is evolving towards content marketing: instead of a big bang, campaign-only, approach, companies should evolve to an always-on model in which content plays a very important role.
This paper gives our view on content marketing. See it as a pragmatic way to start with content marketing in your company. This approach is created based on market research our company InSites Consulting conducted during the last year.
How to measure the ROI of social media is a highly contested topic in the marketing world. In this paper we examine how you can start to apply metrics to your campaign, giving you a solid indication of your social media ROI.
The what, why and how of Social Media ROI: Business definitions, methodologies and situational narrative. This presentation's purpose is to clarify what ROI is and isn't within the context of Social Media and offers a basic explanation of how to tie Social Media activities to real ROI.
Engaging E-commerce: Driving Customer Loyalty with GamificationPomegranate Media
The document discusses how gamification can be used to drive customer loyalty in e-commerce. It notes that while gamification is being used more in loyalty programs, many implementations treat it as a "bolt-on" rather than designing it into the user experience. To be effective, gamification must align with business objectives and reward the right behaviors. It also must understand customer motivations and provide both intrinsic and extrinsic rewards. When done well with a strategic approach, gamification can improve engagement, insights and loyalty.
1) The value exchange equation is activated when mobile advertising provides tangible value to users in exchange for their time and attention. This can help build brand loyalty.
2) Reward-based mobile advertising succeeds when the advertising execution is timely, interactive, and relevant and the reward is predictable, tangible and chosen by the user.
3) Tests showed that reward-based mobile campaigns significantly increased brand awareness, message association, favorability, and purchase intent compared to control groups and mobile advertising norms.
Social media marketing presentation at #fusionmex by Olivier Blanchard - @the...i-SCOOP
Keynote covering intelligent use, planning and integration of social media marketing in the enteprise, given by Olivier Blanchard (@thebrandbuilder) at Fusion Marketing Experience (#fusionmex) Brussels on March 23, 2011.
This white paper examines the emerging field of conversational marketing, as social media becomes part of the relationship marketing conversation.
Beginning with a definition of conversational marketing, this white paper looks at how our traditional marketing approaches should be modified to include the new possibilities that social media creates for marketers. Along the way it goes into depth on the importance of viewing social media not as a channel, but as an integrated part of our marketing campaigns and on-going programs.
This document discusses defining and measuring engagement in social media. It begins by noting the challenge of measuring social media due to the difference between volume metrics like comments, posts and shares, which represent noise, and more meaningful interaction signals. It then presents a framework for social media measurement that includes defining business objectives and key performance indicators in areas like brand health, customer experience, and operational efficiency. The document provides examples of metrics for fostering dialogue, facilitating support, spurring innovation and generating revenue. It stresses the importance of collecting quality social media data and using analytics to prove causality and generate business value from marketing actions.
The document introduces a new measurement standard called Engagement Mapping. Engagement Mapping counts every customer touchpoint, rather than just the last one as the current "last click" model does. This enables advertisers to more effectively reach customers across multiple channels and touchpoints. Research shows customers who interact with multiple advertising channels like search and display have higher conversion rates. However, the "last click" model only credits the last interaction and fails to account for the full customer journey. Engagement Mapping addresses this by mapping the entire customer path and attributing appropriate credit to all touchpoints, allowing advertisers to optimize campaigns and understand true return on investment.
MCAD 2009 - Future of Advertising: session #01 recapTim Brunelle
Here's an edited recap of my in-class presentation for the first session of the "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). Please note the Creative Commons license. Thanks.
Ramaciotti digital media marketing 2012 lesson 2 2Max Ramaciotti
The document discusses how consumers have more choices than ever before for media and products due to the internet. It notes that consumers can now choose to not watch or listen to something if uninterested. Some statistics are presented about people engaging in multiple devices simultaneously. It suggests companies must understand their audience, clearly define metrics, ensure ads are contextually relevant, and optimize continuously. The importance of customer acquisition cost and lifetime value is discussed. Customer retention factors like increased purchases over time and lower management costs are also covered.
Hi, i'm sharing my presentation about digital marketing.. i collect from different sources and compile it in one presentation.. hopefully you can learn something from the presentation.. please don't hesitate to give comments or review.. thank you :)
The document discusses how sales has evolved from a traditional seller-controlled model to a new "Sales 2.0" model where buyers have more information and control prior to interacting with salespeople. It argues that for salespeople to be successful, they must embrace emerging technologies to engage with buyers on the buyers' terms. Specifically, it recommends that sales organizations consolidate emerging communication channels into their CRM system, track key performance indicators, and adopt a peer-to-peer selling approach using professional social media platforms like LinkedIn.
The document discusses metrics for measuring the success of online advertising campaigns, including on Facebook. It provides examples of key metrics like impressions, clicks, click-through rate, cost-per-click, conversions, and cost-per-conversion. It also discusses how to choose appropriate metrics, measure and optimize campaigns, and calculate return on investment based on factors like call deflection and average handling time.
The document is a syllabus for a course called "Future of Advertising". It introduces the class and discusses how advertising is evolving due to technology, empowered consumers, and the importance of data and interaction. The course will focus on digital advertising tactics and prepare students for a career where ideas are critical in this new environment.
The document provides an overview of email marketing best practices. It discusses building an email list, using an email service provider, creating compelling subject lines and content, optimizing delivery timing, and reducing unsubscribes. Key recommendations include using a consistent "from" name, keeping subject lines short, adding calls to action, and enabling audience feedback on unsubscribes. Paul also provides his top 10 tips for successful email marketing.
This white paper addresses common questions that small and midsize businesses have about marketing. It surveys leaders from small advertising agencies on topics like measuring marketing ROI, leveraging social media, agency compensation, marketing budgets, and skills needed. The executives provide insights on setting goals for each campaign, tying marketing activities to sales data, using tools like Google Analytics, and defining success metrics upfront to best measure ROI for specific business objectives.
1. Referral marketing utilizes existing customers to acquire new customers through recommendations between friends and family. It provides advantages like more new customers, increased affinity, quality leads, and efficiency.
2. Tellja is an online referral marketing platform that allows customers to easily make referrals and receive bonuses. It combines traditional referral elements like bonuses with modern communication methods like web and email.
3. The future of referral marketing is online platforms like Tellja that make referrals simple, trackable, and rewarding for both businesses and their customers. It is an inexpensive way for companies to generate new customers through viral marketing.
This document summarizes a speech about how PR firms can leverage opportunities in social media by fostering closer relationships with advertising agencies. It discusses how the PR firm got their clients engaged in social media over time by educating themselves and their clients. It also outlines common pitfalls to avoid. Survey results show PR professionals are more confident than advertisers about their approach to social media. The document concludes by suggesting ways PR and advertising can collaborate more closely in social media and provides conversation starters on the topic.
The document provides advice on using social media marketing effectively and avoiding common pitfalls. It recommends that companies engage authentically with customers, understand their audiences and where they interact online, create engaging content as part of a content strategy, and respond to customer feedback in a timely manner. Companies that follow these recommendations can see increased brand awareness, reach, and loyal customer advocates through social media.
MarketingProfs Rethinking the CMO to deliver increased value - steven cook ...FortuneCMO, LLC
The document discusses the changing role of the Chief Marketing Officer (CMO). It notes that the CMO role, established in the early 1990s, needs to be rethought due to accelerating changes like the rise of digital/social media, changing customer behavior, and increased expectations from executives. CMOs are now expected to act as general managers who can provide business leadership, use data to make decisions, and prove the value of their efforts across the entire organization.
Cognition Research Study ‘One Second Strategy’ by MMASocial Samosa
This document summarizes research on attention and cognitive processing of advertisements. The key findings are:
1) An ad needs less than half a second of exposure time to be noticed and processed cognitively. Over 67% of ads are seen and over 29% are cognitively processed at 0.4 seconds of exposure.
2) Mobile ads are more effective at grabbing attention and driving cognition than desktop ads. They achieve higher rates of attention and processing at faster exposure times.
3) Familiar brands are processed cognitively faster though attention rates are similar. They also elicit stronger emotional responses.
4) Video ads produce emotional responses earlier than static ads, within one second. Weak ads that
Wondering if your social media initiative is providing value to your organization? Browse through Salesforce Radian6's March 29, 2012 webinar presentation, featuring Dr. Natalie Petouhoff and learn how to take your social media metrics and turn them into valuable information for your business.
In today's digital age, Social Media Engagement is the way of life. From status
updates on Facebook to tweeting about your new pair of jeans to connecting
with professionals on LinkedIn – We almost live in a 'One button
economy'. Businesses across the globe are leveraging on the C2C Era,
however one prominent question that almost troubles all is - “I will
invest in Social Media, but how do I calculate ROI?”
this documents sheds the much needed light on gauging Social Media ROI.
This document outlines 5 steps to driving revenue through social media. It begins by defining key performance indicators (KPIs) for social media, such as purchases, leads, and time on site. The second step is making the business case for social media by analyzing analytics reports that show the impact of social on goals and conversions. The third step is integrating social media into the larger digital strategy. The fourth step is measuring revenue contribution through full attribution tracking. The fifth and final step is closing the loop by making data-driven decisions based on attribution data. The document emphasizes the importance of attribution tracking to measure true ROI and allocate marketing budgets effectively based on revenue generation.
The document discusses how to justify allocating resources to social media by demonstrating return on investment (ROI). It explains that social media requires resources like people, technology and time, which all have costs. To get budget for social media, one must show how it will reduce costs through activities like reducing customer service needs, or generate more revenue through increasing transactions, customers and loyalty. The document provides a framework for demonstrating ROI by establishing baselines, creating activity timelines, analyzing patterns between social media activities and business metrics, and quantifying the costs savings and revenue gains to calculate ROI.
The document discusses how to justify allocating resources to social media by demonstrating return on investment (ROI). It explains that social media requires resources like people, technology and time but may reduce costs or generate revenue. The key is to establish baselines, create timelines of social media activities and business metrics, look for patterns between them, and prove relationships to quantify the financial gains from social media to calculate ROI.
This document discusses defining and measuring engagement in social media. It begins by noting the challenge of measuring social media due to the difference between volume metrics like comments, posts and shares, which represent noise, and more meaningful interaction signals. It then presents a framework for social media measurement that includes defining business objectives and key performance indicators in areas like brand health, customer experience, and operational efficiency. The document provides examples of metrics for fostering dialogue, facilitating support, spurring innovation and generating revenue. It stresses the importance of collecting quality social media data and using analytics to prove causality and generate business value from marketing actions.
The document introduces a new measurement standard called Engagement Mapping. Engagement Mapping counts every customer touchpoint, rather than just the last one as the current "last click" model does. This enables advertisers to more effectively reach customers across multiple channels and touchpoints. Research shows customers who interact with multiple advertising channels like search and display have higher conversion rates. However, the "last click" model only credits the last interaction and fails to account for the full customer journey. Engagement Mapping addresses this by mapping the entire customer path and attributing appropriate credit to all touchpoints, allowing advertisers to optimize campaigns and understand true return on investment.
MCAD 2009 - Future of Advertising: session #01 recapTim Brunelle
Here's an edited recap of my in-class presentation for the first session of the "Future of Advertising" course at the Minneapolis College of Art and Design (MCAD). Please note the Creative Commons license. Thanks.
Ramaciotti digital media marketing 2012 lesson 2 2Max Ramaciotti
The document discusses how consumers have more choices than ever before for media and products due to the internet. It notes that consumers can now choose to not watch or listen to something if uninterested. Some statistics are presented about people engaging in multiple devices simultaneously. It suggests companies must understand their audience, clearly define metrics, ensure ads are contextually relevant, and optimize continuously. The importance of customer acquisition cost and lifetime value is discussed. Customer retention factors like increased purchases over time and lower management costs are also covered.
Hi, i'm sharing my presentation about digital marketing.. i collect from different sources and compile it in one presentation.. hopefully you can learn something from the presentation.. please don't hesitate to give comments or review.. thank you :)
The document discusses how sales has evolved from a traditional seller-controlled model to a new "Sales 2.0" model where buyers have more information and control prior to interacting with salespeople. It argues that for salespeople to be successful, they must embrace emerging technologies to engage with buyers on the buyers' terms. Specifically, it recommends that sales organizations consolidate emerging communication channels into their CRM system, track key performance indicators, and adopt a peer-to-peer selling approach using professional social media platforms like LinkedIn.
The document discusses metrics for measuring the success of online advertising campaigns, including on Facebook. It provides examples of key metrics like impressions, clicks, click-through rate, cost-per-click, conversions, and cost-per-conversion. It also discusses how to choose appropriate metrics, measure and optimize campaigns, and calculate return on investment based on factors like call deflection and average handling time.
The document is a syllabus for a course called "Future of Advertising". It introduces the class and discusses how advertising is evolving due to technology, empowered consumers, and the importance of data and interaction. The course will focus on digital advertising tactics and prepare students for a career where ideas are critical in this new environment.
The document provides an overview of email marketing best practices. It discusses building an email list, using an email service provider, creating compelling subject lines and content, optimizing delivery timing, and reducing unsubscribes. Key recommendations include using a consistent "from" name, keeping subject lines short, adding calls to action, and enabling audience feedback on unsubscribes. Paul also provides his top 10 tips for successful email marketing.
This white paper addresses common questions that small and midsize businesses have about marketing. It surveys leaders from small advertising agencies on topics like measuring marketing ROI, leveraging social media, agency compensation, marketing budgets, and skills needed. The executives provide insights on setting goals for each campaign, tying marketing activities to sales data, using tools like Google Analytics, and defining success metrics upfront to best measure ROI for specific business objectives.
1. Referral marketing utilizes existing customers to acquire new customers through recommendations between friends and family. It provides advantages like more new customers, increased affinity, quality leads, and efficiency.
2. Tellja is an online referral marketing platform that allows customers to easily make referrals and receive bonuses. It combines traditional referral elements like bonuses with modern communication methods like web and email.
3. The future of referral marketing is online platforms like Tellja that make referrals simple, trackable, and rewarding for both businesses and their customers. It is an inexpensive way for companies to generate new customers through viral marketing.
This document summarizes a speech about how PR firms can leverage opportunities in social media by fostering closer relationships with advertising agencies. It discusses how the PR firm got their clients engaged in social media over time by educating themselves and their clients. It also outlines common pitfalls to avoid. Survey results show PR professionals are more confident than advertisers about their approach to social media. The document concludes by suggesting ways PR and advertising can collaborate more closely in social media and provides conversation starters on the topic.
The document provides advice on using social media marketing effectively and avoiding common pitfalls. It recommends that companies engage authentically with customers, understand their audiences and where they interact online, create engaging content as part of a content strategy, and respond to customer feedback in a timely manner. Companies that follow these recommendations can see increased brand awareness, reach, and loyal customer advocates through social media.
MarketingProfs Rethinking the CMO to deliver increased value - steven cook ...FortuneCMO, LLC
The document discusses the changing role of the Chief Marketing Officer (CMO). It notes that the CMO role, established in the early 1990s, needs to be rethought due to accelerating changes like the rise of digital/social media, changing customer behavior, and increased expectations from executives. CMOs are now expected to act as general managers who can provide business leadership, use data to make decisions, and prove the value of their efforts across the entire organization.
Cognition Research Study ‘One Second Strategy’ by MMASocial Samosa
This document summarizes research on attention and cognitive processing of advertisements. The key findings are:
1) An ad needs less than half a second of exposure time to be noticed and processed cognitively. Over 67% of ads are seen and over 29% are cognitively processed at 0.4 seconds of exposure.
2) Mobile ads are more effective at grabbing attention and driving cognition than desktop ads. They achieve higher rates of attention and processing at faster exposure times.
3) Familiar brands are processed cognitively faster though attention rates are similar. They also elicit stronger emotional responses.
4) Video ads produce emotional responses earlier than static ads, within one second. Weak ads that
Wondering if your social media initiative is providing value to your organization? Browse through Salesforce Radian6's March 29, 2012 webinar presentation, featuring Dr. Natalie Petouhoff and learn how to take your social media metrics and turn them into valuable information for your business.
In today's digital age, Social Media Engagement is the way of life. From status
updates on Facebook to tweeting about your new pair of jeans to connecting
with professionals on LinkedIn – We almost live in a 'One button
economy'. Businesses across the globe are leveraging on the C2C Era,
however one prominent question that almost troubles all is - “I will
invest in Social Media, but how do I calculate ROI?”
this documents sheds the much needed light on gauging Social Media ROI.
This document outlines 5 steps to driving revenue through social media. It begins by defining key performance indicators (KPIs) for social media, such as purchases, leads, and time on site. The second step is making the business case for social media by analyzing analytics reports that show the impact of social on goals and conversions. The third step is integrating social media into the larger digital strategy. The fourth step is measuring revenue contribution through full attribution tracking. The fifth and final step is closing the loop by making data-driven decisions based on attribution data. The document emphasizes the importance of attribution tracking to measure true ROI and allocate marketing budgets effectively based on revenue generation.
The document discusses how to justify allocating resources to social media by demonstrating return on investment (ROI). It explains that social media requires resources like people, technology and time, which all have costs. To get budget for social media, one must show how it will reduce costs through activities like reducing customer service needs, or generate more revenue through increasing transactions, customers and loyalty. The document provides a framework for demonstrating ROI by establishing baselines, creating activity timelines, analyzing patterns between social media activities and business metrics, and quantifying the costs savings and revenue gains to calculate ROI.
The document discusses how to justify allocating resources to social media by demonstrating return on investment (ROI). It explains that social media requires resources like people, technology and time but may reduce costs or generate revenue. The key is to establish baselines, create timelines of social media activities and business metrics, look for patterns between them, and prove relationships to quantify the financial gains from social media to calculate ROI.
Clases sobre Social Customer Engagement impartidas por @RamonLaguna en la #CEA en el módulo Marketing through Social Networks (in English, of course) de Marketing Management & Public Affairs.
This document discusses the challenges of demonstrating public relations ROI to executives and outlines best practices for PR measurement and evaluation. It notes that traditional metrics like impressions are inadequate for social media and that engagement, influence, and outcomes that impact business goals are better measures of success. The document provides a 7-step process for developing an effective PR measurement program, including defining goals and investments, understanding audiences, selecting appropriate metrics and benchmarks, choosing measurement tools, analyzing results, and taking action. It emphasizes the importance of correlating PR activities to financial outcomes like revenue, efficiency gains, and avoided costs.
This document discusses how social media can be effectively utilized by businesses. It notes that social media plugs into all business functions, not just marketing, and outlines various ways social media can help businesses, including sales, customer support, human resources, public relations, and customer loyalty. The document provides 10 rules for using social media, such as having a plan, focusing on business goals not just metrics, and using social media to become a better company. It emphasizes defining objectives and targets for social media use based on business goals.
Social media can provide both traditional and non-traditional returns on investment (ROI). Traditional ROI metrics like sales and leads can apply to social media, but social media also yields benefits like increased brand awareness, customer engagement, and public relations mentions that are harder to measure. To demonstrate ROI from social media, companies should set goals, establish baselines, monitor key metrics over time, and compare social media performance to other marketing activities and acquisition costs. While measurement challenges exist, an emphasis on engagement and relationships with customers through social media corresponds with greater financial success for brands.
Social PR conference; how to survive and thrive in a world of real time commu...Laurence Borel
The document discusses several key topics related to social PR:
1) Social media has shifted control to consumers and conversations now drive sales more than advertising alone.
2) Brands must find creative ways to engage consumers in social media and provide value, otherwise consumers will not engage.
3) It is important for brands to measure meaningful metrics in social media like return visits and actions taken, rather than just numbers of followers.
4) Internal communication is important for social media strategies, and brands must decide who will own and manage their social media presence.
B2B Marketing: Assess the Impact of Social Media in a B2B Setting by Julie Be...Julie Bevacqua
A look at the difficulty in creating brand awareness in a B2B setting, and adopting 5 different approaches to assess the impact of social media has in such an environment.
3 Reasons Why There's No Measuring ROI on Social MediaMelissa Deleen
How to measure ROI on social media has become a common question. The human race has created vaccines, solved Fermat’s Last Theorem, and discovered the elusive Higgs Boson. If social media ROI were indeed determinable, we’d have solved it over a not so busy weekend. Don't you think?
Estudo desenvolvido pela Awareness falando sobre ROmI (Retorno de investimento de Mídias Sociais) e ROMO (Retorno de objetivos de Marketing Social). Com Funil Social, Social CRM e outras métricas e estratégias interessantes para quem quer começar um trabalho de performance em mídias sociais.
Adobe Marketing Cloud provides a full set of advertising analysis, social, orientation and management solutions for web experience and a scoreboard in real-time which brings together everything you need to know about the marketing campaigns.
This document is an issue of the Revenue Performance magazine published by mThink. It discusses various topics related to monetization and high-performance marketing. The issue includes articles on converting social media traffic, affiliate opportunities in social commerce, and the differences between affiliate networks and CPA networks. The letter from the publisher discusses the importance of treating social media traffic seriously and optimizing the user experience to generate ROI, rather than dismissing social media as not being profitable.
Pull Marketing and Social Media Methods - How to Find Buyers and Get Them to ...Fusion Marketing Partners
Leverage pull marketing and social media tactics to grow brand awareness and qualified leads. This presentation covers includes:
(1) how to grow awareness quickly
(2) pull marketing vs. push marketing - when you should use each strategy
(3) how to increase your circle of marketing influence
(4) how to use social media methods to find buyers and get them to come to you.
How To Convert Digital Engagement Into Leads and Sales - Bridget RandolphFeverBee Limited
In an industry full of cringeworthy buzzwords and meaningless vanity metrics, how can we ensure that our marketing efforts translate into actual business benefit? This session will look at what we mean by 'digital engagement', why it's valuable to our marketing strategies, and will provide some actionable tips and insights into how you can leverage your audience's online engagement with your business in order to to generate more sales and conversions.
Similar to A Primer On Attribution & Social Media ROI (20)
Learn how to grow your brand with Retweets and Likes. What types of content are most viral? How long does virality last on Twitter? How should you identify your viral influencers?
This document provides a summary of a webinar on using social media effectively for non-profit organizations. The webinar covered how to make the most of limited time and resources on social media, balancing calls to action with educational content, and integrating social strategies into existing plans. Speakers from GlobalGiving, Argyle Social and TechSoup discussed metrics for measuring social media success and challenges such as defending social media properties and generating peer-to-peer learning. The webinar concluded with a question and answer session.
Access the full webinar at http://ar.gy/resources
Integrate social media into your sales & marketing, product, and customer service teams.
Social isn’t something you do, it’s something you are. No one knows that better than Maria Ogneva, Head of Community at Yammer, and Justin Levy, Head of Social Media at Citrix. By integrating social deeply into their businesses, they have been able to:
Improve service quality and reduce cost of service
Drive leads and sales via social and
Build better products as a result of customer feedback gathered from social media
Taking your Facebook Insights expertise to the next level.
When you poke around in Facebook insights, you know enough to be dangerous. You certainly sound like an expert when your boss asks you about last month’s Facebook performance. But you also know there’s a lot more that you could be doing.
Join Jeff Widman, founder of PageLever and foremost expert in the budding field of Facebook metrics, as we take your Facebook Insights expertise to the next level.
If you’ve never heard of EdgeRank or can’t explain what a newsfeed impression measures, this will be over your head. Check out Facebook Insights 101 for the basics.
Successful Social Strategies for Higher Education
Access the full free webinar at http://ar.gy/highered
Does your university have a mature social presence? Is your social strategy integrated into your overall Marketing & PR roadmap?
Join Zack Barnett, Director of Web Communications at the University of Oregon, and Rebecca Bramlett, Director of the Annual Fund at University of North Carolina at Chapel Hill, as they talk about the runaway success their universities have shown in social media. Plan on learning:
How to grow and engage your audience.
How to nurture and defend your social presence.
How to integrate social media into your existing PR strategies.
Delivering the data you need to supercharge your fan growth.
Understanding Facebook Insights is key to successful Facebook marketing. But it seems like the folks at Facebook add new metrics every day! People talking about this. Engaged users. Virality. What exactly do they mean?
Join Jeff Widman, founder of PageLever and foremost expert in the budding field of Facebook metrics, as we discuss how to extract actionable insights for your business. Expect to learn:
What metrics matter the most for exposure?
How can the newsfeed work for or against you?
What businesses have boosted their fan base, and how have they done it?
This document discusses the benefits of a new training program for employees. It outlines that the program aims to improve skills in three key areas and describes how it will help employees advance their careers through additional responsibilities. In summary, the training program seeks to provide staff development opportunities that strengthen performance.
The document discusses various topics including recommendations, considerations, components, and elements without providing enough contextual information to summarize. No clear point or purpose is discernible from the content provided.
Data Driven Social Media Marketing - Social Fresh Baltimore 2011Argyle Social
The document presents data and analysis from social media marketing campaigns run by Argyle Social. Various metrics are shown comparing the performance of posts distributed via RSS versus manually, the impact of including hashtags, and how promoter, balanced, and curator type accounts differ in their engagement and conversion rates. Key findings indicate that timeliness impacts clicks and revenue, posts with hashtags do not consistently outperform, and curator type accounts have the highest conversion rates with balanced accounts in the middle and promoters the lowest.
The document presents insights from analyzing aggregated and anonymous user data from the social media management platform Argyle Social. It finds that RSS automation for posting is as effective as manual posting, but scheduled posts generate clicks rather than conversions. It also finds that including hashtags does not improve post performance, and that accounts with a balanced approach of curating and promoting outside content perform best in generating clicks, click-throughs, and conversions.
Influence Matters. But how do you measure it? Followers count? Klout? How do you put influence marketing to work for your business?
If your head starts to hurt just thinking about measuring social influence, you’ve come to the right place.
This deck is from the Argyle Social webcast series featuring Tom Webster from Edison Research and Eric Boggs from Argyle Social.
Understanding the science behind timing and its impact on social media marketing performance.
Featuring Jay Baer from Convince & Convert and Eric Boggs from Argyle Social.
Social Media ROI: Addressing the Attribution ProblemArgyle Social
This document discusses how social media marketing can drive conversions even if the attribution is not direct or easily tracked. It notes that social media happens early in the marketing funnel and involves a lot of content, making attribution difficult. Last-touch attribution models likely underreport the influence of social media on final conversions. The document recommends curating and sharing third-party content to drive conversions in a balanced way, and using multi-channel tracking in analytics to better attribute the influence of social media marketing.
The Seven Deadly Social Media Marketing SinsArgyle Social
The document outlines the "7 Deadly Social Media Marketing Sins" which are common mistakes made by social media marketers. The sins are: 1) Reacting without a strategy, 2) Failing to plan for potential crises, 3) Over-curating content without a clear purpose, 4) Not tracking metrics that are relevant to business goals, 5) Relying too heavily on imprecise metrics, 6) Working without input from other departments, and 7) Hiding behind the brand rather than showing a personal voice. The document provides examples and advice for avoiding each sin.
Data Driven Social Media Marketing InsightsArgyle Social
This document discusses four data-driven insights for social media marketing from a presentation. It provides examples of aggregated anonymous user data from Argyle Social, including the number of posts, organizations, definitions of terms, and insights. The insights are that RSS automation can be as effective as manual posting; scheduled posts generate clicks but not conversions; hashtag stuffing does not work and targeted hashtags are better; and curating drives clicks while creating one's own content drives conversions. It also discusses measuring awareness through fans, interest through clicks, and action through conversions and attribution models.
How to do a Social Media Marketing ReviewArgyle Social
The document provides guidance on how to conduct a social media review to evaluate the effectiveness of a company's social media marketing efforts. It recommends using the sales funnel framework of awareness, interest, and action. For the awareness stage, it suggests analyzing metrics like number of followers/fans and comparing it to relevant benchmarks. Key questions include how many followers/fans there are, who they are in terms of demographics, how they found the page, and the churn rate. The document uses examples to illustrate how to interpret these metrics and identify any issues, such as acquiring followers that aren't in the target demographic through a contest. It provides tips on tracking the right metrics and adjusting social media strategies accordingly.
This document discusses using data to drive social media marketing efforts. It provides insights from analyzing social media data from over 70,000 posts across 381 organizations. Key insights include that RSS automation is as effective as manual posting, scheduled posts generate clicks but not conversions, hashtag stuffing does not work, and Facebook influences more purchases than Twitter. The document also discusses measuring social media marketing efforts using a funnel to track awareness, interest, and actions. Metrics discussed include fans, clicks, and conversions to evaluate success.
Discover the Beauty and Functionality of The Expert Remodeling Serviceobriengroupinc04
Unlock your kitchen's true potential with expert remodeling services from O'Brien Group Inc. Transform your space into a functional, modern, and luxurious haven with their experienced professionals. From layout reconfiguration to high-end upgrades, they deliver stunning results tailored to your style and needs. Visit obriengroupinc.com to elevate your kitchen's beauty and functionality today.
Ellen Burstyn: From Detroit Dreamer to Hollywood Legend | CIO Women MagazineCIOWomenMagazine
In this article, we will dive into the extraordinary life of Ellen Burstyn, where the curtains rise on a story that's far more attractive than any script.
Best Competitive Marble Pricing in Dubai - ☎ 9928909666Stone Art Hub
Stone Art Hub offers the best competitive Marble Pricing in Dubai, ensuring affordability without compromising quality. With a wide range of exquisite marble options to choose from, you can enhance your spaces with elegance and sophistication. For inquiries or orders, contact us at ☎ 9928909666. Experience luxury at unbeatable prices.
The Steadfast and Reliable Bull: Taurus Zodiac Signmy Pandit
Explore the steadfast and reliable nature of the Taurus Zodiac Sign. Discover the personality traits, key dates, and horoscope insights that define the determined and practical Taurus, and learn how their grounded nature makes them the anchor of the zodiac.
Tired of chasing down expiring contracts and drowning in paperwork? Mastering contract management can significantly enhance your business efficiency and productivity. This guide unveils expert secrets to streamline your contract management process. Learn how to save time, minimize risk, and achieve effortless contract management.
Enhancing Adoption of AI in Agri-food: IntroductionCor Verdouw
Introduction to the Panel on: Pathways and Challenges: AI-Driven Technology in Agri-Food, AI4Food, University of Guelph
“Enhancing Adoption of AI in Agri-food: a Path Forward”, 18 June 2024
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
Satta matka fixx jodi panna all market dpboss matka guessing fixx panna jodi kalyan and all market game liss cover now 420 matka office mumbai maharashtra india fixx jodi panna
Call me 9040963354
WhatsApp 9040963354
The report *State of D2C in India: A Logistics Update* talks about the evolving dynamics of the d2C landscape with a particular focus on how brands navigate the complexities of logistics. Third Party Logistics enablers emerge indispensable partners in facilitating the growth journey of D2C brands, offering cost-effective solutions tailored to their specific needs. As D2C brands continue to expand, they encounter heightened operational complexities with logistics standing out as a significant challenge. Logistics not only represents a substantial cost component for the brands but also directly influences the customer experience. Establishing efficient logistics operations while keeping costs low is therefore a crucial objective for brands. The report highlights how 3PLs are meeting the rising demands of D2C brands, supporting their expansion both online and offline, and paving the way for sustainable, scalable growth in this fast-paced market.
Prescriptive analytics BA4206 Anna University PPTFreelance
Business analysis - Prescriptive analytics Introduction to Prescriptive analytics
Prescriptive Modeling
Non Linear Optimization
Demonstrating Business Performance Improvement
The Most Inspiring Entrepreneurs to Follow in 2024.pdfthesiliconleaders
In a world where the potential of youth innovation remains vastly untouched, there emerges a guiding light in the form of Norm Goldstein, the Founder and CEO of EduNetwork Partners. His dedication to this cause has earned him recognition as a Congressional Leadership Award recipient.
SATTA MATKA DPBOSS KALYAN MATKA RESULTS KALYAN CHART KALYAN MATKA MATKA RESULT KALYAN MATKA TIPS SATTA MATKA MATKA COM MATKA PANA JODI TODAY BATTA SATKA MATKA PATTI JODI NUMBER MATKA RESULTS MATKA CHART MATKA JODI SATTA COM INDIA SATTA MATKA MATKA TIPS MATKA WAPKA ALL MATKA RESULT LIVE ONLINE MATKA RESULT KALYAN MATKA RESULT DPBOSS MATKA 143 MAIN MATKA KALYAN MATKA RESULTS KALYAN CHART
Satta Matka Dpboss Kalyan Matka Results Kalyan Chart
A Primer On Attribution & Social Media ROI
1. A Primer on Attribution & Social Media Marketing ROI
by the Measurement Geniuses at Argyle Social
argylesocial.com | @argylesocial
A Primer on
Attribution & Social
Media Marketing ROI
2. A Primer on Attribution & Social Media Marketing ROI 2
A group of marketers talking about social media ROI is a lot like a group of
7th graders talking about sex: everyone talks about it, but no one has ever
done it nor does anyone has the slightest idea how.
At Argyle, we spend an awful lot of time thinking about the social media Are-Oh-What?
marketing ROI conundrum. In particular, we’re most interested in figuring ROI, or Return On Investment, is a core
how we can help our customers understand it clearly, measure it consis- metric for marketing. ROI is what tells
you if a campaign was a success and you
tently, and improve it over time.
should do more like it or if it was a failure
and you should try something else next
We believe that the biggest problem around social media ROI is attribution. time. While it is a businessy-sounding
That is to say — social media ROI is hard to measure because it is hard to acronym and therefore worthy of your
link your social media marketing efforts to business outcomes. It isn’t a big skepticism, stick with us while we explain
a little further.
stretch to say that if social media marketers can’t directly attribute revenue,
ROI is dead simple to calculate. take your
retention, savings, etc. to their social media marketing efforts, then they’re
return, R, and divide by your investment,
not going to get the budget, resources, promotion, props, etc. that they de- I. If you’re feeling ambitious, multiply by
serve. 100 and add a percent sign. All told:
ROI = ( R / I × 100 )
This is a big problem for social media marketers. And while we don’t have
A quick example: Suppose you’re an ecom-
a silver bullet, we think that we have insight into the fundamental issues
merce retailer and you run a CPC campaign.
behind the problem and some clever thoughts about how to address them. If you invest $200 and sell $240 worth of
product, your ROI is:
A QuIck PRIMeR On At tRIbutIOn
( 240 / 200 × 100 ) = 120%
Regardless of channel, it is already hard enough to figure out which market- Quite simply, an ROI above 100% means
you’re making money; an ROI below 100%
ing efforts are pushing customers over the finish line to fill out lead forms,
means you’re losing money. Easy.
purchase, sign-up, donate, etc.
3. A Primer on Attribution & Social Media Marketing ROI 3
For example:
Day 1: Customer searches Google for “widget”, clicks Which marketing program should get “credit” for the con-
on an organic link to your site.
version — SeO, email, social, or cPc? Is a single click from
Day 1: Customer then signs up for your email list,
cPc more valuable than several touch points via email or
clicks a few links over the course of a month.
social? Is the first visit more important than the last visit?
Day 2: Customer follows you on Twitter, clicks several
What about all of the stuff in the middle? Have we done
links over the course of a month.
enough to convince you that this is incredibly complex?
Day 30: Customer search Google again for “widget”,
this time clicks on an CPC ad.
Have we done enough to make you rethink how you’re
making marketing budget decisions?
Day 30: Customer purchases a widget for $200.
Most web analytics programs ( like Google Analytics ) employ a “last-touch” cPc — Yeah you know me!
attribution model, which means that conversions get allocated to the most cPc is an acronym for cost-per-click, an
recent referrer source for that visitor. So in our example about the widget internet advertising model in which busi-
nesses are charged each time a customer
shopper, cPc would get 100% of the conversion attribution because that clicks on their ad.
was the last marketing “touch” before the conversion. Most marketers al-
ready use last-touch attribution and don’t even know it.
Many marketers use a “first touch” model or “multi-touch”
model ( The latter are often called “ballers” and sometimes
Most marketers already use last-
“baller shot callers” ). In a “first touch” world, SeO would touch attribution and don’t even
get credit for the conversion in our little example — the know it.
first marketing touch point was the result of an organic
search result engineered by the SeO geniuses.
In a “multi-touch” set-up, you would allocate the conversion value across all
of the marketing programs. The most common multi-touch model is very
simple: all touch points receive an equal share of the credit. For example, a
$200 purchase with 20 touches would result in a $10 attribution for each
touch point. Sophisticated marketers might weight different touch points
differently - maybe the first and last split 60% of the value while the remain-
der gets spread evenly across the middle.
4. A Primer on Attribution & Social Media Marketing ROI 4
WHY SOcIAl neveR GetS cReDI t Attribution in brief
last touch: The last marketing channel a
The peculiarities of the social channel make it ( almost ) impossibly difficult user clicks prior to purchasing gets credit.
to cleanly and accurately attribute conversions to social content. Here are a
First touch: The first marketing channel a
few reasons why: user clicks prior to purchasing gets credit.
Multi-touch: Marketing channels are all at-
1 . Social is rarely the last touch.
tributed based on weightings.
Social isn’t a direct response channel. Aside from daily deals and coupons, Most web analytics tools use last touch at-
tribution. This significantly under-credits
most of the content social media marketers publish is about generating en-
social media marketing for the role it
gagement and interactions with your customers. Heck — most of the links plays.
you share might not even link back to your website. As a result, social is
Want to figure out how to address this?
very rarely the last marketing touch point before a conversion. Thus, it can Read on!
be difficult to accurately track the impact of your social media marketing
campaigns using traditional web analytics tools.
consider this thought with a couple examples: check out Jason Falls on
twitter — most of his social content is about other people or links to other
sites. check out Gander Mountain on Facebook — most of the posts on
their Facebook stream are open-ended questions meant to stir up conver-
sation and drive engagement. Sprinkled amongst the content are the rare
links to read some of Jason’s homegrown content or calls to purchase spe-
cial deals at GanderMountain.com that may drive direct conversions, but
most of the impact is indirect and relationship-driven
The social channel provides an amazing opportunity to …social is very rarely the last mar-
cultivate relationships with your customers...and rela-
keting touch point before a con-
tionships clearly drive conversions and repeat business.
Great social media marketers like Jason Falls and Will version. Thus, it can be difficult
Devlin at Gander Mountain get it. but, unlike cPc ads to accurately track the impact
and search, which can immediately harvest intent - social
of your social media marketing
media marketing efforts cultivate, accelerate, and retain
relationships over a period of time. They’re not last-touch campaigns using traditional web
marketing transactions. analytics tools.
5. A Primer on Attribution & Social Media Marketing ROI 5
2 . Traditional web referrer methods break down in social channels.
Most online marketing analytics platforms categorize visits by site refer-
rers, meaning the site that “referred” the visitor to your site. For example,
if you Google “Argyle Social” and then click on the link to argylesocial.com,
then google.com will appear as the referrer for the session.
not to get too nerdy, but it is important to understand the Most clicks from social traffic do
basics of referrer tracking in web analytics platforms. The
referrer is one of the standard fields in the HttP header, not include the data you need to
which is included in every request sent on the web. The effectively track your marketing
analytics platform grabs the referrer from the request and
campaigns. It’s up to marketers
stores it to a cookie the first time you visit. That way when
you come back later the tool will still know the first place to make sure this data exists!
you came from.
This method breaks down vis-a-vis tracking social media for two reasons —
one technical, the other cultural.
First, the technical issue. When Al Gore and ted Stevens invented the Inter-
nets, we used browsers for everything. nowadays, we consume our Inter-
nets — particularly our social media — through a variety of means, includ-
ing mobile devices, desktop AIR applications like tweetDeck, email clients
like Outlook, and IM chat clients like AIM. These non-browser-based appli-
cations do not pass web referrer data. The reasoning behind this is simple. Al Gore (left) & ted Stevens (right)
The referrer answers the question “What web page did you come from?” When co-creators of the Internets
you come from one of these applications, the answer is “I didn’t.”
Without web referrer data, your web analytics platform doesn’t know from
whence the traffic came and thus tracks this visitor as if he/she typed your-
domain.com directly into their browser or clicked on a bookmark. For exam-
ple, a visitor that clicks on a simple link to your website on Facebook Mobile
will show up in your web analytics platform as a “direct visitor.” clearly this
wasn’t the case.
6. A Primer on Attribution & Social Media Marketing ROI 6
So, yes, a big chunk of the direct visits to your website are people that click
on links to your site on mobile devices and on other non-browser technolo-
gies that don’t pass web referrer data. It is pretty safe to assume that a large
chunk of this traffic is unattributed social.
The cultural issue amplifies the problem for marketers. We are an increas-
ingly mobile society. For example, Facebook announced 100M mobile users
in February 2010… and then announced 150M mobile users in July 2010.
That’s 50M new users in less than 6 months.
Avinash kaushik, Analytics evangelist for Google, posits
If you’re blindly tracking your
that 78% of people consume Facebook and twitter con-
tent via applications. Marinate on that for a moment: 4 social media marketing efforts
out of 5 people read your social content on an application in Google Analytics, then you’re
that doesn’t pass web referrer data, which is the core nugget
probably doing it wrong.
of information that enables your web analytics platform!
If you’re blindly tracking your social media marketing efforts in Google Ana-
lytics, then you’re probably doing it wrong.
3 . Organizations suck at managing social.
Social snuck up on most organizations. It began as an experiment and slow-
ly evolved into a meaningful channel and for many organizations will very
soon become a strategic channel.
So instead of a well-planned, top-down implementation, enterprise market-
ers are trying to wrap their arms around the masses of independent tweet-
ers and bloggers inside of their organizations. Small-business marketers are
trying to figure out how to turn a freewheeling experiment into a strategic
marketing channel.
7. A Primer on Attribution & Social Media Marketing ROI 7
Social’s grassroots origin has led to a few problematic marketing personas
that we see day in and day out at Argyle:
The experimenter: Instead of using a few tools and methods and using them
well, some social media marketers tend to experiment with an arsenal of them.
This breeds disorganization and a lack of measurement discipline.
The lazy linker: Because social is such a high-volume channel, it is often impracti-
cal to build “smart” links for every single Tweet and Facebook post. So marketers
publish “naked” links — links without appended campaign attribution param-
eters — and social attribution goes out the window.
The true believer: Direct engagement with customers and
prospects is most certainly the sparkly-fairy-dust that makes …it is no wonder that social me-
the social channel great. But watching for and participating in
dia ROI has become the impos-
conversations is only the first half of the social media tracking
problem. We see way too many marketers that excel at engag- sible dream. Marketers are using
ing, but ignore whether or not their engagement efforts actu- sloppy practices and old methods
ally drive meaningful business outcomes.
to track an unprecedented, fast-
So it is no wonder that social media ROI has become the paced marketing channel.
impossible dream. Marketers are using sloppy practices
and old methods to track an unprecedented, fast-paced
marketing channel.
HOW YOu c An ADDReSS tHe PRObleM
(As you might imagine, this is also the part of the whitepaper
in which we begin describing our own awesomeness.)
If you’ve made it this far, dear reader, then hopefully you’ve come to agree
with us that tracking social media through traditional means isn’t the an-
swer. Here’s what we’re doing about it:
8. A Primer on Attribution & Social Media Marketing ROI 8
Build smarter links.
For example, if Jane Doe shares a link to http://foo.com on twitter as a part
of the December launch campaign, then Argyle Social will shorten the link
to http://doma.in/foo and then unpack the link as:
Analytics Parameters
http://foo.com?utm_source=twitter&utm_campaign ¬
=december_launch&utm_term=jane_doe Parameter: utm_campaign: %%campaign_code%%
Most marketers use web analytics platforms like Parameter: utm_content: %%user_code%%
Google Analytics or Omniture to attribute online
Parameter: utm_medium: Argyle Social
conversions to their social media marketing ef-
forts. And we’ve spent the first 5 pages of this Parameter: utm_source: %%channel%%
document explaining why this approach is prob-
Parameter: utm_term: %%time%%
lematic. So we’ll just skip ahead to the part about
Argyle Social... Parameter: Add Parameter
Link social content to conversions.
every single uRl that marketers publish through Argyle gets automati-
cally appended with web analytics parameters. Argyle Social dynamically
defines additional parameters based on the context your social content.
After a one-button set-up, our application builds the link tracking param-
eters automatically so that you get richer information and better context in
your web analytics platform. All of your links get all the right magic sprin-
kles, all the time, automatically.
And because the parameters are baked inside of a short uRl, you avoid the
aforementioned problem vis-a-vis social traffic from mobile devices, desktop
AIR clients, etc. disguised as direct traffic. All of your social links get proper
attribution in your web analytics platform, regardless of referrer source.
Smarter uRls are great, but they don’t address the core issue. link param-
eters get the right data into your web analytics platform, but remember that
your web analytics platform is most likely tracking conversions on a last-
touch basis. So unless your social content has a consistent call-to-action, it
is very unlikely that social will rank high as a conversion source.
9. A Primer on Attribution & Social Media Marketing ROI 9
Our proprietary conversion tracking tools go far beyond uRl parameters.
using Argyle Social, marketers can understand which social content influ-
enced conversions on their site, even if the content doesn’t link to a website
they own.
Without getting too deeply in the nerdy details, Argyle Social uses a small
snippet of code you embed in your site, in conjunction with tracking cook-
ies, to understand which links you’re sharing to social media sites are driv-
ing traffic and conversions on your website. The feature enables marketers
to go beyond a first — or last-touch attribution model and to begin to un-
derstand how the social media stuff in the middle cultivates influence and
accelerates conversions.
Our widget shopper attribution example from earlier in the document provides a great illustration of the concept:
Day 1: Customer searches Google for “widget”, using Argyle Social, you can understand which links, con-
clicks on an organic link to your site.
tent, and social networks, influenced the eventual transac-
Day 1: Customer then signs up for your email list, tion. And you can understand the percentage of conversions
clicks a few links over the course of a month. were influenced by social content, regardless of whether or
Day 2: Customer follows you on Twitter, clicks sev- not social was the last touch. We call conversions influenced
eral links over the course of a month. by social content (very creatively) “social conversions.” con-
Day 30: Customer search Google again for “widget”,
versions that happen independent of social content, we call
this time clicks on an CPC ad. “non-social” conversions.
Day 30: Customer purchases at widget for $200.
10. A Primer on Attribution & Social Media Marketing ROI 10
Most of the webcast sign-ups during this time period Goal Value by Day ($)
have occurred independently of social content, but
you’ll note a few blue spikes representing social con- 60
versions. If you take a look at the entire history of 40
the goal, you can see that social media drives a fair
20
number webcast sign-ups for us:
0
1 Jan 3 Jan 5 Jan 7 Jan 9 Jan 11 Jan 13 Jan
Over the life of this Goal, we’ve had 138 total web-
Social Non-Social
cast sign-ups — 46 of which were influenced by social
content. That’s pretty strong validation for our social
media marketing efforts, especially considering that To illustrate, here is a screenshot from our own Argyle Social account.
the same Goal in Google Analytics reflects only 9 con- This graph reflects registrations for our product demo webcasts at
http://argylesocial.com/webcast
versions influenced by social!
Enable your organization.
Multiple users using multiple social media marketing
Graph by:
tools across your organization is a failure. not only Goal Completions
does it create chaos from a management perspective, 60
it leads to missing marketing data, improper attri- 40
bution, and social media marketing campaigns that
20
aren’t well executed.
Argyle Social is built for teams and organizations.
create permission-based Argyle Social user accounts Comparison to Google Analytics. Notice that with Argyle Social, you can
for social media marketers across your organization more accurately evaluate conversions driven through the social channel.
and you get all of the tracking, context, and conver-
sion attribution automagically.
This is a great way to make sure that everyone is
building smart links, sharing content with the same
custom short domain, and using the same campaign
management framework.
11. A Primer on Attribution & Social Media Marketing ROI 11
In cOncluSIOn
like any new marketing channel, social media comes with its own set of
challenges that marketers must solve before it reaches scale and maturity.
Social has already proven that it has the potential — what it needs is a set
of tools and methodologies that will help marketers to justify the time and
money spent.
We’re providing innovative new answers to these questions at Argyle Social.
We would love for you to check us out.
AbOut ARGYle SOcIAl
Founded in 2009, Argyle Social is an innovative software-as-a-service platform for social media marketing
management and analytics. The platform helps marketers to easily organize and publish social content,
manage customer interactions across social channels and quantify the bottom-line impact of their social
media marketing efforts. Argyle customers include Gander Mountain, Sharefile.com, blue Sky Factory and
unc kenan-Flagler business School. The company is based in Durham, nc. For more information, visit
www.argylesocial.com