The document discusses measuring social media ROI by defining success metrics and goals. It provides examples of companies like Rackspace, Starbucks, and Dell that have implemented social media campaigns with quantifiable metrics and returns. Measuring both qualitative and quantitative returns is important, and tools like Peashoot can help track metrics like clicks, conversions, and revenue from social media campaigns.
Schmooze optimization: How it increases views, improves engagement, and boost...Greg Jarboe
According to Wiktionary, ‘schmooze’ means “to talk casually, especially in order to gain an advantage or make a social connection,” and ‘optimization’ means “the design and operation of a system or process to make it as good as possible in some defined sense." So, schmooze optimization is the process of making casual conversation with influential individuals who can help you increase views, improve engagement, and boost earnings on YouTube. Greg will share the latest best practices and strategies for keeping the digital video industry’s top creators, marketers, and brands current and competitive in an ever-changing market.
How to write your first influencer marketing strategy presentation.Webfluential Global
Every brand in the world should have an Influencer Marketing element to their overall marketing strategy. The next six (6) chapters will walk you through the detail of how to build your first Influencer Marketing strategy from scratch.
Compiled by Kurio & thenetworkone
The contributing experts and agencies are : Michał Kaliściak, Head of Content & Moderation, 180heartbeats +JUNG v MATT (PL), Kevin Fernandez, Social Media Producer, Adolescent Content (USA), Mar Camps, Digital Director, Atrevia (ES), Emily Ostrowska, Social Strategist, Culture (NZ), Adaobi Ugoago, Senior Creative Strategist, Day One Agency (USA), Silvia Tasso, Senior Digital Strategist & Francesca Trevisan, Digital Strategist, Different (IT), Jemma Parkin, Senior Account Manager, The Hallway (AU), Monika James, General Manager, Healthy Thinking Group Asia (SG), James Hebbert, Managing Director, Hylink UK (CH/UK), Lukas Hardy, Social Media Manager & Pancho González, Chief Creative Officer, Inbrax (CL), Oana Oprea, Head of Digital Planning, Jam Session (RO), Megan Perks, Executive Creative Director, Joe Public United (SA), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Consultant, Digital Marketing, Medulla Communications (IN), Shannon Osborne, Head of Digital, Osaka Labs (UK), Lucas Florian, Unit Director, PIABO (DE), Kei Obusan, Senior Data and Insights Manager, Radarr (SG), Carol Chan, Managing Director, Comms8 (UK/HK), Presh Hunder, Social Media Manager & Jide Agbana, Product Marketing Manager, Enterfive (US / UK / NRA), Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA)
ReportGarden’s social media proposal template will provide a comprehensive example to let your client know the workflow with case studies,deliverables etc and explain how your social media strategies like brand promotion, campaigns, engagement, lead generation, will increase the conversion rate while providing a definite timeline for your client.
Markitors aggregates the top social media audit tools to evaluate your social media marketing performance. Here is a social media audit example. For more information and to learn what tools we use in our audits, please visit: http://markitors.com/social-media-audit/
Get your 2020 marketing, visibility and sales plan mapped out! Struggling on where to even start? Are you trying to figure out how to get things out of your head and into something engaging? Still questioning which social media platforms you should focus on? In this impact-full training, award winning marketing consultant Vanessa Cabrera will walk you through 6 steps that will help map out your entire 2020 online social media marketing strategy.
Augment Content Marketing with Influencer StrategyTraackr
90% of the world’s data has been generated in the past 2 years; and while content marketing is approaching mass adoption, getting a message in front of the right people at the right time is as formidable as it is essential. To rise above the noise, convey a message and mobilize buyers, content marketers are turning to influencers.
Content Marketing and Influencer Strategy must work together for either to be successful. Here are a few ways influencers can help you augment your content marketing efforts to generate results.
Influencer Marketing Strategy - A Six Step GuideGary Fox
A framework for planning social media influencer campaigns. Use this t plan and develop your influencer marketing campaigns. Influencer marketing is a growing and important part of the marketing mix for brands. #influencermarketing. https://www.garyfox.co
Schmooze optimization: How it increases views, improves engagement, and boost...Greg Jarboe
According to Wiktionary, ‘schmooze’ means “to talk casually, especially in order to gain an advantage or make a social connection,” and ‘optimization’ means “the design and operation of a system or process to make it as good as possible in some defined sense." So, schmooze optimization is the process of making casual conversation with influential individuals who can help you increase views, improve engagement, and boost earnings on YouTube. Greg will share the latest best practices and strategies for keeping the digital video industry’s top creators, marketers, and brands current and competitive in an ever-changing market.
How to write your first influencer marketing strategy presentation.Webfluential Global
Every brand in the world should have an Influencer Marketing element to their overall marketing strategy. The next six (6) chapters will walk you through the detail of how to build your first Influencer Marketing strategy from scratch.
Compiled by Kurio & thenetworkone
The contributing experts and agencies are : Michał Kaliściak, Head of Content & Moderation, 180heartbeats +JUNG v MATT (PL), Kevin Fernandez, Social Media Producer, Adolescent Content (USA), Mar Camps, Digital Director, Atrevia (ES), Emily Ostrowska, Social Strategist, Culture (NZ), Adaobi Ugoago, Senior Creative Strategist, Day One Agency (USA), Silvia Tasso, Senior Digital Strategist & Francesca Trevisan, Digital Strategist, Different (IT), Jemma Parkin, Senior Account Manager, The Hallway (AU), Monika James, General Manager, Healthy Thinking Group Asia (SG), James Hebbert, Managing Director, Hylink UK (CH/UK), Lukas Hardy, Social Media Manager & Pancho González, Chief Creative Officer, Inbrax (CL), Oana Oprea, Head of Digital Planning, Jam Session (RO), Megan Perks, Executive Creative Director, Joe Public United (SA), Amy Bottrill, Social Account Director, Launch (UK), Gaby Arriaga, Founder, Leonardo1452 (MX), Rajesh Mehta, Chief Strategy Officer & Dhruv Gaur, Consultant, Digital Marketing, Medulla Communications (IN), Shannon Osborne, Head of Digital, Osaka Labs (UK), Lucas Florian, Unit Director, PIABO (DE), Kei Obusan, Senior Data and Insights Manager, Radarr (SG), Carol Chan, Managing Director, Comms8 (UK/HK), Presh Hunder, Social Media Manager & Jide Agbana, Product Marketing Manager, Enterfive (US / UK / NRA), Christopher Dimmock, SVP Integrated Strategy, Abelson Taylor (USA)
ReportGarden’s social media proposal template will provide a comprehensive example to let your client know the workflow with case studies,deliverables etc and explain how your social media strategies like brand promotion, campaigns, engagement, lead generation, will increase the conversion rate while providing a definite timeline for your client.
Markitors aggregates the top social media audit tools to evaluate your social media marketing performance. Here is a social media audit example. For more information and to learn what tools we use in our audits, please visit: http://markitors.com/social-media-audit/
Get your 2020 marketing, visibility and sales plan mapped out! Struggling on where to even start? Are you trying to figure out how to get things out of your head and into something engaging? Still questioning which social media platforms you should focus on? In this impact-full training, award winning marketing consultant Vanessa Cabrera will walk you through 6 steps that will help map out your entire 2020 online social media marketing strategy.
Augment Content Marketing with Influencer StrategyTraackr
90% of the world’s data has been generated in the past 2 years; and while content marketing is approaching mass adoption, getting a message in front of the right people at the right time is as formidable as it is essential. To rise above the noise, convey a message and mobilize buyers, content marketers are turning to influencers.
Content Marketing and Influencer Strategy must work together for either to be successful. Here are a few ways influencers can help you augment your content marketing efforts to generate results.
Influencer Marketing Strategy - A Six Step GuideGary Fox
A framework for planning social media influencer campaigns. Use this t plan and develop your influencer marketing campaigns. Influencer marketing is a growing and important part of the marketing mix for brands. #influencermarketing. https://www.garyfox.co
Social Media should be treated as part of an overall marketing and
communication plan and, as such, should be measured and monitored along
with all other marketing and communication activities.
ROI - Taking Measure of Your Marketing EffortsSpryIdeas
It’s the question that strikes fear into the heart of the most seasoned marketing manager: “What was the return on investment (ROI) for this program (e.g., email blast, trade show, social media campaign, etc.)? It’s a legitimate question because company executives and the people to whom they answer are naturally concerned with the “bottom line” and want to make sure that marketing expenditures are netting results. However, it can also be a challenging and complicated query. Determining the exact contribution any given marketing program has on revenue growth or profits is akin to defining happiness—it depends on to whom you are talking and what their priorities are! (http://bit.ly/2ghsK8H)
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.
Actionable vs Vanity Metrics: Are you measuring the right one?Ambassador
Many online businesses understand the importance of analyzing metrics, but how do we know what is actually effecting the changes we observe? Find out how!
During each day, you will be taught a conversion tactic that can help increase your sales. The tactics will vary from tracking specific key performance indicators to running qualitative research studies (and if you don’t know what these things are, don’t worry as I will explain all of that in the guide as well).
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Social Listening in Practice: Campaign MeasurementBrandwatch
Divided into two sections, this guide is written to overcome the potential ‘option paralysis’ when it comes to measurement; to show how it is possible to separate the signal from the noise and to provide a number of potential templates for effective evaluation of campaign activity.
Section one distinguishes between three distinct measurement types to help you identify the most appropriate metrics for your campaign:
Outputs
Outtakes
Outcomes
Section two provides a more in-depth view on campaign measurement frameworks and dashboards based on the most common campaign objectives.
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Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
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Business Valuation Principles for EntrepreneursBen Wann
This insightful presentation is designed to equip entrepreneurs with the essential knowledge and tools needed to accurately value their businesses. Understanding business valuation is crucial for making informed decisions, whether you're seeking investment, planning to sell, or simply want to gauge your company's worth.
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𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
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www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
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Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
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1. Social Media ROI Report
The importance of goals and success metrics
Brought to you by Peashoot, from Egg Co.
http://peashootapp.com
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2. For a marketing team within a larger organization or a client-
facing agency, being able to quantify growth or returns on a
campaign is of vital importance when presenting results to
upper management or clients - not to mention important to
yourself or your team in order to determine whether your
campaigns are actually working.
This report discusses these three areas:
• The difficulties of measuring Social Media ROI
• Defining Better Success Metrics
• Real-world Examples of Social Media Campaigns
Written by Jon Anthony Yongfook Cockle, Chief Gardener at Egg Co.
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3. Problems with Measuring Social Media ROI
Avinash Kaushik recently tweeted the above, rather funny quote. He is of course
touching on the fact that often, the results of social media are hard to measure -
and he is saying this from the viewpoint of an analyst.
Why do the returns from social media have a reputation for being difficult to
measure?
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4. Return on Investment
One of the first things we should clarify is this notion of “ROI”.
Here’s what ROI means:
Return on Investment is a measure of how much return you receive from each
marketing dollar.
This is a term we traditionally associate with advertising and ad campaigns.
“Investment” implies some kind of capital outlay, such as hiring an ad agency to
put together a campaign, or procuring 250,000 bouncy balls. This of course can
cost anything from thousands to millions of dollars, so we quite rightly expect
returns on the investment. The point about social media is that it doesn’t need to
cost much. In fact it doesn’t need to cost anything. A successful social media
campaign can be something started by you for $0 and expanded upon by your
users/customers, or it can be something implemented and maintained by an
existing member of staff taking up just minutes of their work day - we’ll look at a
real-world example of that later in this report.
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5. Social Media for Marketing?
There is also some sentiment towards social media being more fundamental than
a marketing tool.
Some people believe that social media is not a channel to sell things but it is
something that should be used purely to engage with your customers. An
extension of ethics - something so core to your business that you should just be
“doing it” and not thinking about what you get back from it.
At Egg Co. we’re of the mindset that it’s a pretty diverse platform; social media can
be used for selling just as well as it can be used for listening.
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6. Qualitative Benefits
Of course one of the big issues with measuring and understanding the returns
from social media is that often, the benefits extolled by its advocates are
qualitative in nature.
We know that good social media campaigns can increase loyalty, influence and all
these other exciting-sounding attributes but at the same time, they are a little
vague. If we increase influence by 5%, what does that actually mean?
Breaking down these qualitative attributes into bite-size chunks that we can
measure, understand and translate easily into a business context is a vital step in
measuring social media ROI.
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7. Defining and Setting Success Metrics
It sounds like I’m stating the obvious, but the key to measuring returns is…
knowing what to measure. This is the area where businesses - without proper
guidance, or internal knowledge - start seeing fuzzy returns. Often the reason
organizations or marketing teams don’t see recognizable returns or returns that
are hard to quantify for social media campaigns is because they are using the
wrong metrics - or not using any at all.
Choosing the right success metrics (or KPIs if you’re an MBA-type) is the first
challenge of implementing a social media campaign you can measure.
There are infinite things that can be measured when you’re talking about digital
communication / transactions. The smart companies are the ones who
successfully figure out what success metrics translate easily into a business
context for their organization.
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8. Filter Out the Noise
A successful campaign is about getting engagement. Or at the least, it’s about
getting attention from the right kind of people. In both cases, being strict about
what you measure is the key to seeing greater returns.
For example - the number of followers on your twitter account is a pretty
meaningless success metric to use, although it might be satisfying and flattering to
try to increase. However, if for example you are a flower shop owner in the middle
of downtown Tokyo and you implement a social media campaign to get 200 male
followers on Twitter who live in Tokyo - that’s a metric that translates into a
business context without any jiggling. That’s 200 qualified leads you can offer
Valentine’s day discounts to in the week before February 14th. 200 leads to
remind that it’s Mother’s day soon.
Choosing more granular goals like this will make the relationship between the
outcome of the campaign and your company’s bottom line easier to understand.
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9. Defining Success Metrics
The next question is then, “ok, what should my success metrics be?” and there is
no short answer to that. This is where your marketing team or social media
consultant comes in to help you define what things you should be measuring.
It depends on various factors such as what tools you have available to you, what
are the goals of your campaign etc. One thing to remember is that by defining
success metrics you can break down qualitative attributes into metrics that are
easier to understand and measure.
For example your campaign goal could be to increase “Influence” and you might
measure this by the number of influential blogs linking to you and the number of
influential twitters retweeting you, to give two simple ideas for metrics.
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10. Goals Summary
Returns don’t always need to directly translate into revenue if the return is
undeniably a positive force for the organization.
A good example of this is a campaign that increases authority, which you might
break down into metrics like page-rank of your blog and page-rank relative to your
competitors. Setting a campaign goal of increasing your page-rank to beyond that
of your competitors is undeniably a positive force for your organization, even if it
doesn’t translate immediately into returns in the form of revenue.
It will translate further down the line in the form of more organic search traffic to
your website, and online competitive advantage over your competitor. We
shouldn’t be afraid of recognizing a results like these as valid returns from a
campaign.
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12. Here’s a really basic example of a campaign to increase customer loyalty, which
we can measure simply by the amount of customers we interact with, and the
number of subsequent, positive conversations this spawns.
I signed up with Rackspace recently and was so impressed with their support that
I tweeted something along the lines of “wow, I’m impressed with Rackspace’s
support” - about 5 minutes after which I received the above reply quite
unexpectedly from a Rackspace employee.
This is an example of what I said at the very start - this isn’t an expensive
campaign, someone at Rackspace is probably taking a little time out of their day to
see who is talking about Rackspace on Twitter and shooting back a nice
message to people saying nice things.
It took that person seconds to type, but it will probably have an impact - however
small - on my decision to re-contract with them next year.
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14. Starbucks implemented this campaign (similar to one by Dell) to ask customers,
quite simply, what do you want. There are a number of interesting metrics that we
can measure here, outlined in the slide above. You could also back up your
measurements with pre-and-post campaign polls.
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16. Copyblogger writes very authoritatively on marketing, providing reams and
reams of free, useful content for their readers. Copyblogger earns revenue from
various marketing-related side-projects which generate revenue directly (eBooks,
pay-per-view content etc).
Their authoritative, free content brings in loyal readers and organic traffic alike,
and a percentage of these convert into paying customers for their premium
content.
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18. Burger King recently started a campaign on Facebook encouraging you to
“remove” 10 of your friends in exchange for a free burger.
It proved to be very popular until Facebook shut the campaign down, on the
grounds that purposefully removing friends was kind of detrimental to the
platform...
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20. Dell have done wonderful things with granularity. There are dozens of Dell twitter
accounts serving specific markets and offering unique deals - refurbished offers,
offers for home computing, offers for small businesses etc.
Tracking returns in the form of online revenue generated from an online
campaign like this is comparatively easy - technology has smoothed out some of
the problems already. A good tool to get comfortable with is the Google URL
Builder which will enable you to track campaign visitors through to your checkout
pages, as long as you are using Google Analytics.
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21. The Importance of Testing
The last point I would like to make is that if you are going to use social media as a
lead / sales generator (which companies above such as Copyblogger and Dell are
doing effectively) then we shouldn’t forget that simply driving engaged traffic to a
landing page doesn’t guarantee any return. That’s just half the challenge.
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22. The other half of the challenge is funneling the user into actioning, such as
purchasing something, signing up for a newsletter etc.
This is a delicate balancing act of making sure the user has enough information to
action, making sure the process isn’t frustrating, making sure the things they need
to click on are clearly labeled, or simply writing copy that isn’t lifeless and
unconvincing.
When I worked at Dentsu: Avenue A Razorfish (a Japanese-American joint
venture with Japan’s largest advertising agency) the team I was part of would test
this process very granularly.
Do users respond better to green buttons or orange buttons? Do they respond
better to a “Purchase Now” or a “Buy Now” call to action? Do they click on round
things more than square things? - and so on…
...this was about the tip of the iceberg.
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23. We had some heavyweight “agency” tools to do this, but you can achieve similar
results with free tools. With Google’s Website Optimizer, you can test attributes
like this to an alarming degree of granularity, with the end result being a process
that functions X% better than before. A few percent might not sound like much, but
when your business is doing millions of dollars in revenue, those few percent
can be well worth testing for…
If you want to know more about metrics and testing, Dave McClure has a good
presentation entitled: Startup Metrics for Pirates
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24. How Peashoot Can Help
Peashoot is one of Egg Co.’s software products and it is a social media
campaign manager for the type of campaigns you’ve been reading about in this
report.
For more information: http://peashootapp.com
Peashoot creates short URL links for your products that you can easily share and
promote across various social media channels. It then tells you information about
who clicks, how many of those clickers purchased something on your site (or your
client’s site) and also who tweets about your campaign.
Three key benefits of Peashoot relevant for readers of this report are:
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25. 1) Measure ROI in Peashoot
Peashoot automatically tracks how many conversions and how much revenue
your social media campaigns are generating. Suddenly you’ll start thinking
differently about PPC ad programs like Adwords, when you see that with just a few
tweets a day you can increase sales or conversions on your website! Not only
that but you’ll see trends that will help you maximize your returns on campaigns
such as when is the best time to tweet, who are the most useful retweeters in your
network, and more!
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26. 2) Goal Setting in Peashoot
Peashoot allows you to create campaigns with granular goals to give your
campaigns context and strategy. You can check your progress at any time and
Peashoot will notify you by email when your campaign goals are complete.
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27. 3) Active Listening
With Peashoot's Active Listening technology, Twitter activity about your
campaign is plotted onto your campaign's activity graph. When your campaign
gets a spike in clicks, conversions or revenue, you'll instantly know why, and who
to engage with. With Active Listening you’ll discover like-minded tweeters who are
promoting your campaigns and generating sales for you - encourage them to get
on board with future campaigns to maximize your sales!
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28. Peashoot Free Trial!
You can sign up right now for a free trial of Peashoot at http://peashootapp.com. If
you’re interested in measuring ROI for yourself or for your clients and increasing
your sales on social media channels, sign up now! Free trials last for 21 days.
Thanks for Reading
Feel free to forward this document on to anyone you think will be interested. The
slides are also available online if you would like to download or re-use them:
http://www.slideshare.net/yongfook/social-media-roi
Kind Regards,
Jon
Chief Gardener, Egg Co.
http://egg-co.com
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