Intuit launched a large social media campaign called "Freeloader Nation" to promote its free online TurboTax service and build its brand among younger taxpayers. To measure the campaign's impact, Intuit conducted surveys and analyzed website traffic data and social media conversations. The results showed increased awareness and consideration of TurboTax among the target demographic, especially those exposed to the campaign through social networks. Overall, Intuit determined the campaign was successful at driving new users to its website and raising awareness of the TurboTax brand in a cost-effective manner.
Most marketers haven't figured out how to measure ROI for social media campaigns. This document presents case studies of 11 companies that are successfully measuring, monitoring, and quantifying the impact of their social media initiatives. It also shares results from a MarketingProfs poll that found most companies are not adequately tracking social media metrics or tangible results, and identifies common challenges in social media measurement.
1. A balanced social marketing scorecard considers metrics across four perspectives - financial, digital, brand, and risk management - to fully capture the value of social media programs. This avoids an overly narrow focus on direct financial metrics like ROI.
2. The financial perspective measures impacts on metrics like sales, costs, and customer spending. The brand perspective surveys consumers on brand attributes. The digital perspective analyzes owned and earned social assets. The risk management perspective estimates how social media reduces costs of potential issues.
3. Marketers should define objectives and select metrics for each perspective, and use the scorecard to align measurement, build consensus, and avoid short-term thinking that damages long-term brand health. A balanced approach
This document provides a framework for measuring the success of social media marketing efforts. It discusses how marketers currently struggle to measure social media's impact on business results and tend to rely on unreliable metrics like number of likes. The framework focuses on measuring three key areas:
1) Reach - Did the social media efforts reach the right audience? Metrics include campaign reach and frequency across different channels.
2) Brand resonance - How did perceptions of the brand change? Metrics include brand awareness, consideration, and loyalty.
3) Reaction - What was the impact on business results? Metrics include online and offline sales, traffic, and customer referrals relative to other marketing efforts.
The document argues that to be successful
The document provides a summary of key findings from a survey of 469 social media marketers. Some of the main findings include:
1) While marketers want to drive customer engagement and revenue, only 47% measure their social media efforts and many are still focused on growing followers rather than integration or ROI.
2) The top challenges for marketers are measuring ROI and managing social presence.
3) Only 16% currently use social CRM but it is growing, especially among larger budgets, as a way to better understand customers from social data.
4) Most marketers still rely on Facebook, Twitter, and LinkedIn but some are expanding to other channels like Pinterest or creating multiple profiles to
Social media has entered the mainstream, with over 500 million people on Facebook and constant media coverage of celebrity and brand posts on Twitter. While many companies are investing heavily in social media marketing, determining the ROI is still difficult as there are no consistent metrics for success. This report explores what top performing companies are doing to implement social media marketing and how they are measuring performance to achieve business goals, as social media remains an experimental endeavor with marketers making up rules as they go.
Leveraging the Single Point of Truth in Integrated Media Campaigns discusses how marketers can determine the offline impact and ROI of online marketing campaigns. It notes that as digital marketing budgets increase, simply counting clicks and views is no longer sufficient, and marketers need robust methods to evaluate both online and offline effects. New models and solutions now exist that can isolate variables, simulate campaigns, and measure how digital and traditional media interact to drive sales. This allows marketers to optimize spending and uncover new opportunities by determining which media and messages are most effective.
The document analyzes emerging tools and technologies that can help social marketers improve their strategies and measure return on investment. It highlights five vendors - CommandPost, Expion, Insightpool, LiftMetrix, and Traackr - that provide solutions to better understand audiences, facilitate engagement at scale, and optimize social initiatives. CommandPost helps analyze audience insights and engagement. Expion offers a platform for managing complex global social campaigns. Insightpool applies marketing automation to social media. LiftMetrix measures social media ROI. Traackr helps identify and manage influencer relationships.
Most marketers haven't figured out how to measure ROI for social media campaigns. This document presents case studies of 11 companies that are successfully measuring, monitoring, and quantifying the impact of their social media initiatives. It also shares results from a MarketingProfs poll that found most companies are not adequately tracking social media metrics or tangible results, and identifies common challenges in social media measurement.
1. A balanced social marketing scorecard considers metrics across four perspectives - financial, digital, brand, and risk management - to fully capture the value of social media programs. This avoids an overly narrow focus on direct financial metrics like ROI.
2. The financial perspective measures impacts on metrics like sales, costs, and customer spending. The brand perspective surveys consumers on brand attributes. The digital perspective analyzes owned and earned social assets. The risk management perspective estimates how social media reduces costs of potential issues.
3. Marketers should define objectives and select metrics for each perspective, and use the scorecard to align measurement, build consensus, and avoid short-term thinking that damages long-term brand health. A balanced approach
This document provides a framework for measuring the success of social media marketing efforts. It discusses how marketers currently struggle to measure social media's impact on business results and tend to rely on unreliable metrics like number of likes. The framework focuses on measuring three key areas:
1) Reach - Did the social media efforts reach the right audience? Metrics include campaign reach and frequency across different channels.
2) Brand resonance - How did perceptions of the brand change? Metrics include brand awareness, consideration, and loyalty.
3) Reaction - What was the impact on business results? Metrics include online and offline sales, traffic, and customer referrals relative to other marketing efforts.
The document argues that to be successful
The document provides a summary of key findings from a survey of 469 social media marketers. Some of the main findings include:
1) While marketers want to drive customer engagement and revenue, only 47% measure their social media efforts and many are still focused on growing followers rather than integration or ROI.
2) The top challenges for marketers are measuring ROI and managing social presence.
3) Only 16% currently use social CRM but it is growing, especially among larger budgets, as a way to better understand customers from social data.
4) Most marketers still rely on Facebook, Twitter, and LinkedIn but some are expanding to other channels like Pinterest or creating multiple profiles to
Social media has entered the mainstream, with over 500 million people on Facebook and constant media coverage of celebrity and brand posts on Twitter. While many companies are investing heavily in social media marketing, determining the ROI is still difficult as there are no consistent metrics for success. This report explores what top performing companies are doing to implement social media marketing and how they are measuring performance to achieve business goals, as social media remains an experimental endeavor with marketers making up rules as they go.
Leveraging the Single Point of Truth in Integrated Media Campaigns discusses how marketers can determine the offline impact and ROI of online marketing campaigns. It notes that as digital marketing budgets increase, simply counting clicks and views is no longer sufficient, and marketers need robust methods to evaluate both online and offline effects. New models and solutions now exist that can isolate variables, simulate campaigns, and measure how digital and traditional media interact to drive sales. This allows marketers to optimize spending and uncover new opportunities by determining which media and messages are most effective.
The document analyzes emerging tools and technologies that can help social marketers improve their strategies and measure return on investment. It highlights five vendors - CommandPost, Expion, Insightpool, LiftMetrix, and Traackr - that provide solutions to better understand audiences, facilitate engagement at scale, and optimize social initiatives. CommandPost helps analyze audience insights and engagement. Expion offers a platform for managing complex global social campaigns. Insightpool applies marketing automation to social media. LiftMetrix measures social media ROI. Traackr helps identify and manage influencer relationships.
The document discusses predictions from marketing experts regarding social media and new media trends for 2012. Experts predict that (1) marketers will need to react in real-time to social media and embrace social business evolution, (2) brands will focus on metrics and ROI from social media and better integrate marketing tools, and (3) there will be a focus on mobile social media, measuring influence, and earning audiences rather than renting attention through paid media.
Electronics social marketing_digital strategyMarcel Baron
Two-thirds of electronics companies either have a
limited strategy, or no strategy at all, for integrating
digital in their businesses – despite the fact that the
number of social network users around the world is
now rapidly approaching the two billion mark.1
To make the most of the digital opportunity,
marketing organisations urgently need to embrace
new approaches, new processes, new skills, new
technologies and agile organisation structures.
Is your business ready to engage?
The Way to a True End to End Social Media Centric EnterpriseVikram Mohan
The document discusses how enterprises can become true end-to-end social media-centric organizations. It recommends that companies first assess their current social media maturity across people, tools/platforms, media and organizational views. This assessment would identify risks, benefits and the appropriate next steps. It then suggests implementing a social media governance framework and integrating social media adoption across the organization while conducting ongoing monitoring.
The Way to a True End-to-End Social Media-Centric EnterpriseCognizant
To ride the social media wave and cash in on emerging opportunities across the organization, enterprises need to establish the processes, frameworks and workflows on which social media drives business transformation.
CMOs are increasingly focused on monetizing social media marketing and measuring ROI. Many CMOs now perceive that social media marketing can and is producing measurable ROI, especially those with more mature social media programs. As a result, over three-quarters of CMOs plan to continue or further increase their investment in social media marketing in 2011 compared to 2010. Measuring ROI requires identifying the values used to calculate return and the costs used to calculate the investment in social media marketing programs.
Evolution Not Revolution: The Social Intelligence Maturity ModelTodd Todd
http://synthesio.com/corporate/en/resources/#guides | Intelligence on social media interaction is constantly evolving. In the increasingly interconnected world we live in today, the need for a model to encompass this topic has become very relevant for businesses and organizations. Synthesio answers this with the social intelligence maturity model.
In this piece from Raconteur - The Social Business, Shoutlet discusses why a consolidated approach from marketing and IT will drive results from social media efforts.
The document discusses a social media measurement and planning system called PRINTTM that helps marketers maximize their return on investment from social media. PRINTTM analyzes social media performance across multiple channels, identifies areas for improvement, and predicts the business impact of optimizing engagement strategies. It provides strategic recommendations on where to focus resources based on brand objectives and known correlations between social media metrics, brand value, growth, and sales.
CMO perspectives on social marketing web marketing 123James Woodworth
This document discusses strategies for monetizing social media marketing and measuring return on investment (ROI). It finds that chief marketing officers (CMOs) are increasingly prioritizing measurable ROI from social media programs. While many CMOs previously saw social media as unlikely to produce ROI, most now view it as a promising tactic that can eventually produce ROI. CMOs in more mature social media programs that use formal processes are more likely to already be achieving measurable ROI. The document examines how CMOs calculate social media ROI using various metrics to measure return and investment.
Social Data at Work - Teradata White Paper by Michael LummusMichael Lummus
The document discusses the challenges and opportunities that marketers face in harnessing social media and social data. It notes that while companies have implemented various social media tools individually, there is a need to better integrate social data and analytics into overall marketing strategies. The document advocates for a customer-centric approach where social data is one of many sources that provides insights to inform targeted, multichannel campaigns. It also acknowledges the organizational challenges in achieving this, as social and digital marketing teams do not always align, and recommends that marketers establish deeper customer relationships to gain permission for social data use.
Decision points on the path to unified customer engagementedynamic
A platform to enable enterprises to synchronize & personalize their customer communications,typically involving a CRM system, CMS, & a marketing automation system
The marketing landscape is undergoing significant changes due to new digital media such as social media, mobile advertising, and online video. This has increased the complexity facing chief marketing officers and overwhelmed traditional marketing approaches. Marketers now need to focus on transparency, authenticity, and engagement through interactive communications. As a result, companies are reshaping their budgets and building new digital capabilities. Determining the right approach requires experimenting with digital strategies and maintaining flexibility.
El documento trata sobre la rabia en perros. Explica que la rabia es una enfermedad viral que afecta el sistema nervioso y puede transmitirse a humanos. Describe la historia, etiología, síntomas, diagnóstico, tratamiento y prevención de la rabia canina. También analiza la distribución geográfica de esta enfermedad zoonótica.
Exposición sobre virus de la rabia para la asignatura Sistemática y ecología de microorganismos.
Fundación Universitaria de Popayán
Facultad de ciencia naturales
Programa de Ecología
El documento proporciona información sobre la rabia, una enfermedad viral mortal transmitida principalmente por la saliva de animales infectados. Explica el mecanismo de transmisión del virus, los síntomas y el tratamiento requerido en caso de una mordedura. También describe el esquema de vacunación postexposición necesario para prevenir la enfermedad, dependiendo de factores como la ubicación de la mordedura y el estado del animal transmisor. Finalmente, presenta el sistema de salud de Santa Cruz y la red de centros de vacunación contra la ra
El documento trata sobre la rabia. Explica que la rabia es una enfermedad viral del sistema nervioso central transmitida por la mordedura de animales infectados. Después de una fase inicial, manifiesta encefalitis o parálisis que evolucionan al coma y la muerte. También describe el agente causal, animales potencialmente rabiosos, vías de transmisión, patogenia, diagnóstico y tratamiento tras una mordedura.
La rabia es una enfermedad zoonótica viral transmitida principalmente por la mordedura de animales infectados como perros, gatos y murciélagos. Los síntomas en humanos incluyen fiebre, dolor de cabeza, parálisis y convulsiones. La prevención se logra a través de la vacunación de animales domésticos y evitando el contacto con animales silvestres que actúen de forma anormal.
Este documento describe la rabia, una enfermedad viral aguda y letal transmitida principalmente por la mordedura de animales infectados. Explica que la rabia es causada por un virus del género Lyssavirus y se transmite a humanos por contacto con la saliva de mamíferos infectados. También destaca las regiones con mayor incidencia de rabia como Asia, África y parte de Sudamérica, y describe los síntomas y periodos de la enfermedad, concluyendo con las medidas de prevención y tratamiento poscontagio.
1) El documento describe los síntomas, diagnóstico, transmisión y prevención de la rabia. 2) Las medidas preventivas incluyen vacunar animales, capturar animales vagabundos, educar al público, y proporcionar profilaxis a personas expuestas. 3) El tratamiento post-exposición consiste en limpiar la herida, administrar inmunoglobulina antirrábica e iniciar la vacunación antirrábica.
La rabia es una zoonosis viral causada por un Lyssavirus que se transmite al ser humano a través del contacto con saliva infectada de animales domésticos y salvajes, generalmente por mordeduras, rasguños o lamidas. Presenta síntomas neurológicos como fobia al agua, parálisis y convulsiones, y es casi siempre mortal una vez desarrollados los síntomas.
The document discusses predictions from marketing experts regarding social media and new media trends for 2012. Experts predict that (1) marketers will need to react in real-time to social media and embrace social business evolution, (2) brands will focus on metrics and ROI from social media and better integrate marketing tools, and (3) there will be a focus on mobile social media, measuring influence, and earning audiences rather than renting attention through paid media.
Electronics social marketing_digital strategyMarcel Baron
Two-thirds of electronics companies either have a
limited strategy, or no strategy at all, for integrating
digital in their businesses – despite the fact that the
number of social network users around the world is
now rapidly approaching the two billion mark.1
To make the most of the digital opportunity,
marketing organisations urgently need to embrace
new approaches, new processes, new skills, new
technologies and agile organisation structures.
Is your business ready to engage?
The Way to a True End to End Social Media Centric EnterpriseVikram Mohan
The document discusses how enterprises can become true end-to-end social media-centric organizations. It recommends that companies first assess their current social media maturity across people, tools/platforms, media and organizational views. This assessment would identify risks, benefits and the appropriate next steps. It then suggests implementing a social media governance framework and integrating social media adoption across the organization while conducting ongoing monitoring.
The Way to a True End-to-End Social Media-Centric EnterpriseCognizant
To ride the social media wave and cash in on emerging opportunities across the organization, enterprises need to establish the processes, frameworks and workflows on which social media drives business transformation.
CMOs are increasingly focused on monetizing social media marketing and measuring ROI. Many CMOs now perceive that social media marketing can and is producing measurable ROI, especially those with more mature social media programs. As a result, over three-quarters of CMOs plan to continue or further increase their investment in social media marketing in 2011 compared to 2010. Measuring ROI requires identifying the values used to calculate return and the costs used to calculate the investment in social media marketing programs.
Evolution Not Revolution: The Social Intelligence Maturity ModelTodd Todd
http://synthesio.com/corporate/en/resources/#guides | Intelligence on social media interaction is constantly evolving. In the increasingly interconnected world we live in today, the need for a model to encompass this topic has become very relevant for businesses and organizations. Synthesio answers this with the social intelligence maturity model.
In this piece from Raconteur - The Social Business, Shoutlet discusses why a consolidated approach from marketing and IT will drive results from social media efforts.
The document discusses a social media measurement and planning system called PRINTTM that helps marketers maximize their return on investment from social media. PRINTTM analyzes social media performance across multiple channels, identifies areas for improvement, and predicts the business impact of optimizing engagement strategies. It provides strategic recommendations on where to focus resources based on brand objectives and known correlations between social media metrics, brand value, growth, and sales.
CMO perspectives on social marketing web marketing 123James Woodworth
This document discusses strategies for monetizing social media marketing and measuring return on investment (ROI). It finds that chief marketing officers (CMOs) are increasingly prioritizing measurable ROI from social media programs. While many CMOs previously saw social media as unlikely to produce ROI, most now view it as a promising tactic that can eventually produce ROI. CMOs in more mature social media programs that use formal processes are more likely to already be achieving measurable ROI. The document examines how CMOs calculate social media ROI using various metrics to measure return and investment.
Social Data at Work - Teradata White Paper by Michael LummusMichael Lummus
The document discusses the challenges and opportunities that marketers face in harnessing social media and social data. It notes that while companies have implemented various social media tools individually, there is a need to better integrate social data and analytics into overall marketing strategies. The document advocates for a customer-centric approach where social data is one of many sources that provides insights to inform targeted, multichannel campaigns. It also acknowledges the organizational challenges in achieving this, as social and digital marketing teams do not always align, and recommends that marketers establish deeper customer relationships to gain permission for social data use.
Decision points on the path to unified customer engagementedynamic
A platform to enable enterprises to synchronize & personalize their customer communications,typically involving a CRM system, CMS, & a marketing automation system
The marketing landscape is undergoing significant changes due to new digital media such as social media, mobile advertising, and online video. This has increased the complexity facing chief marketing officers and overwhelmed traditional marketing approaches. Marketers now need to focus on transparency, authenticity, and engagement through interactive communications. As a result, companies are reshaping their budgets and building new digital capabilities. Determining the right approach requires experimenting with digital strategies and maintaining flexibility.
El documento trata sobre la rabia en perros. Explica que la rabia es una enfermedad viral que afecta el sistema nervioso y puede transmitirse a humanos. Describe la historia, etiología, síntomas, diagnóstico, tratamiento y prevención de la rabia canina. También analiza la distribución geográfica de esta enfermedad zoonótica.
Exposición sobre virus de la rabia para la asignatura Sistemática y ecología de microorganismos.
Fundación Universitaria de Popayán
Facultad de ciencia naturales
Programa de Ecología
El documento proporciona información sobre la rabia, una enfermedad viral mortal transmitida principalmente por la saliva de animales infectados. Explica el mecanismo de transmisión del virus, los síntomas y el tratamiento requerido en caso de una mordedura. También describe el esquema de vacunación postexposición necesario para prevenir la enfermedad, dependiendo de factores como la ubicación de la mordedura y el estado del animal transmisor. Finalmente, presenta el sistema de salud de Santa Cruz y la red de centros de vacunación contra la ra
El documento trata sobre la rabia. Explica que la rabia es una enfermedad viral del sistema nervioso central transmitida por la mordedura de animales infectados. Después de una fase inicial, manifiesta encefalitis o parálisis que evolucionan al coma y la muerte. También describe el agente causal, animales potencialmente rabiosos, vías de transmisión, patogenia, diagnóstico y tratamiento tras una mordedura.
La rabia es una enfermedad zoonótica viral transmitida principalmente por la mordedura de animales infectados como perros, gatos y murciélagos. Los síntomas en humanos incluyen fiebre, dolor de cabeza, parálisis y convulsiones. La prevención se logra a través de la vacunación de animales domésticos y evitando el contacto con animales silvestres que actúen de forma anormal.
Este documento describe la rabia, una enfermedad viral aguda y letal transmitida principalmente por la mordedura de animales infectados. Explica que la rabia es causada por un virus del género Lyssavirus y se transmite a humanos por contacto con la saliva de mamíferos infectados. También destaca las regiones con mayor incidencia de rabia como Asia, África y parte de Sudamérica, y describe los síntomas y periodos de la enfermedad, concluyendo con las medidas de prevención y tratamiento poscontagio.
1) El documento describe los síntomas, diagnóstico, transmisión y prevención de la rabia. 2) Las medidas preventivas incluyen vacunar animales, capturar animales vagabundos, educar al público, y proporcionar profilaxis a personas expuestas. 3) El tratamiento post-exposición consiste en limpiar la herida, administrar inmunoglobulina antirrábica e iniciar la vacunación antirrábica.
La rabia es una zoonosis viral causada por un Lyssavirus que se transmite al ser humano a través del contacto con saliva infectada de animales domésticos y salvajes, generalmente por mordeduras, rasguños o lamidas. Presenta síntomas neurológicos como fobia al agua, parálisis y convulsiones, y es casi siempre mortal una vez desarrollados los síntomas.
La rabia es una enfermedad viral aguda y mortal causada por un virus neurotrópico que se transmite principalmente por mordeduras de animales infectados. Los síntomas incluyen fiebre, cefalea, alteraciones conductuales y finalmente parálisis y muerte. El tratamiento consiste en lavar la herida, vacunación post-exposición y observación del animal mordedor. La prevención incluye promover la vacunación de animales y concientizar a la población sobre los riesgos de la enfermedad.
Este documento trata sobre diversas zoonosis, enfermedades transmisibles de animales a humanos. Explica las definiciones, clasificaciones, mecanismos de transmisión y ciclos de vida de varias zoonosis parasitarias como la toxoplasmosis, toxocariasis, leishmaniosis y hidatidosis, e infecciosas como la rabia, leptospirosis y enfermedad de Lyme. Describe los síntomas, diagnósticos, tratamientos y medidas de prevención de cada una.
The document provides guidance on developing an effective social media measurement strategy. It outlines a 9-step framework: 1) select a use case like brand health or marketing optimization; 2) define success measures and key performance indicators; 3) ensure metrics have meaning and align to business priorities; 4) decide which social data matters; 5) choose the right technology; 6) collect data through links, tagging and integrated measurement; 7) visualize data to tell the story; and sustain efforts by iterating and benchmarking. The framework helps companies prove the value of social media by integrating measurement and tying efforts to business outcomes.
Social media is transforming businesses and the role of public relations. While 70% of executives have never used social media feedback to improve products and services, companies that engaged with social media ("Mavens") saw 18% revenue growth, while disengaged companies ("Wallflowers") saw 6% drops. Social media is evolving rapidly and beginning to shape business functions like marketing, sales, and customer service. There is a massive opportunity for public relations to facilitate social media and digital communications, and to elevate its role in organizations.
MutualMind White Paper: Social Media ROIMutualMind
CEO and CMO's guide to social media ROI. This white paper provides a)overview of thought leadership on the topic social media ROI, b)shows how listening & engagement leads to ROI and c) provides recommendations on how to maximize impact of social media on your business
According to the Pew Internet & American Life Project half of all adults in the US use social networking sites. Despite its obvious appeal as a marketing channel, social media is far from achieving "equal citizenship" status among the marketing mix, particularly for Business-to-Business marketers. This benchmark report will examine the pressures and challenges social media presents for B2B marketing, and the path taken by top performing companies to achieve success. Aberdeen's research shows that top performing companies have integrated social media marketing with existing, core marketing channels and processes.
The Coming Change in Social Media by Social Media TodayElizabeth Lupfer
In a major paradigm shift that is impacting public relations and marketing oranizations, companies are now viewing social media as their front line strategy for customer engagement, immediate contact, and lead generation. This means the software tools we use in the social space will be changing a lot too. This gamebreaker call was based on research developed by our resident trendspotter, Josh Gordon, in Social Media Today's latest free download white paper The Coming Change In Social Media. It's our focus here at Social Media Today to help frame the issues and put them into perspective so that community members can use them as a roadmap and drive the future of social media. Don't get behind the curve.
2009
Marketing
Equation’s annual Marketing Industry Trends survey was created to monitor how
the world of Marketing is evolving with the changing consumer/media landscape.
The 2009 study is unique in that we opened up survey development to the
Marketing Community—and did so by leveraging a Web 2.0 strategy of
“crowdsourcing” the survey questions directly from marketers. Christina Kerley
(“CK”) engaged the marketing community to create questions and submit topics on
what they wanted to know through posts on the leading industry marketing blog
MarketingProfs Daily Fix and her own Marketing Blog.
To the best of our knowledge, it’s the first time a trends survey of this size
has been constructed by and for the community it’s targeting.
The Coming Change in Social Media ApplicationsVlastimil Dejl
This document summarizes the results of a survey on how businesses are currently using social media and their future plans. The survey found that marketing and public relations are the most common current uses, while sales and collaboration lag behind. However, lead generation is the business function organizations want to focus on most going forward. Additionally, smaller businesses use social media more frequently than larger ones to communicate externally and engage customers.
The Coming Change in Social Media Business ApplicationsElizabeth Lupfer
Social Media Today presents a whitepaper on the coming change in social media business applications. From the intro: Companies have been using social media primarily as a general communications tool—mostly for public relations and marketing. That’s about to change, as
businesses discover its value as an essential tool for customer engagement—
providing lead generation, immediate customer contact, and customer interaction.
http://socialmediatoday.com/submitform/socialmediabusinesswhitepaper50109
I researched, wrote, and rolled this study into a white paper which was published by the social media network, “Social Media Today.” The study has been translated into Italian, Spanish, and Portuguese and replicated for comparison in South Africa. This study launched with an ad campaign form the sponsor, Neustar, which included ad placements on LinkedIn, Facebook, the Lucid Media and Federated Media ad networks, as well as ad placements on the Smart Brief, IT Toolbox, and LifeHacker.com web sites.
The Coming Change in Social Media Business Applicationswhite paper
The survey found that:
1) Currently, marketing and PR are the leading business uses of social media, while sales and collaboration lag behind. Looking ahead, organizations see lead generation as the top future use.
2) Smaller organizations use social media more frequently than larger ones for external communications like branding, PR, and customer outreach. Larger organizations use it more for internal communications.
3) For external use, Twitter focuses on sharing news and extending customer reach, while internally it focuses on information sharing and networking. Looking ahead, organizations want to use Twitter more for immediate customer contact.
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 document summarizes the findings of a survey on the state of social media marketing. Key findings include:
1) There is a misalignment between business objectives, how social marketing is measured, and how resources are invested. While marketers want to drive customer engagement and revenue, only 47% measure their efforts and many focus on growing followers rather than engagement.
2) Marketers recognize the importance of content marketing but few produce content regularly or measure its effectiveness. Only 16% said they published content daily with most publishing weekly or monthly.
3) Adoption of social customer relationship management tools is increasing but still relatively low, with only 16% currently using social CRM tools.
Incite social media-facts and figures worth sharing(110525)June Kim
Social media has become ubiquitous, with 91% of marketers using the top four platforms: Twitter, Facebook, LinkedIn, and blogs. While businesses initially struggled to understand social media's benefits, studies show it can increase brand exposure, drive traffic to websites, and help form new partnerships. When used effectively as part of an integrated marketing strategy, these platforms provide measurable returns like increased awareness among targeted customers and new business opportunities.
Social media insights - What most companies & brands don't knowGeek4Green
Most companies are investing in social media but few feel they are using it effectively. While 79% of companies surveyed use or plan to use social media, only 12% feel they are using it effectively. Effective users engage with customers by monitoring trends, researching new products on social media, and using multiple social media channels. However, many companies still view social media as one-way marketing rather than a conversation. Few have formal social media strategies or measure return on investment from social media. While awareness and website traffic are common benefits, effective users see social media as a way to interact with customers.
Can You Measure the ROI of Your Social Media Marketing.docxhumphrieskalyn
Can You Measure the
ROI of Your Social
Media Marketing?
FA L L 2 0 1 0 V O L . 5 2 N O. 1
R E P R I N T N U M B E R 5 2 1 0 5
Donna L. Hoffman and Marek Fodor
COURTESY OF FLICKR USER CVRCAK1, STARBUCKS, SOUTHWEST AIRLINES, TARGET, DELL, SQUARE ENIX, BURGER KING FALL 2010 MIT SLOAN MANAGEMENT REVIEW 41
AS MANAGERS BECOME more comfortable with including blogs and social networks as
part of their integrated marketing communications, they have naturally turned their attention
to questions regarding the return on investment of social media. Clearly, there is no shortage of
interest in the topic. A quick Google search recently for “ROI social media” returned over 2.5
million hits, many seemingly relevant. Internet marketing and online retailing conferences now
devote attention to ROI issues, and managers are asking themselves every day, “What’s the ROI
of [substitute social media application here]?” Blog posts, white papers and case studies pre-
pared by social media gurus, consultants and industry analysts abound, yet the answer remains
largely unsatisfying. That isn’t good, especially when the CEO and CFO are demanding evidence
of potential ROI before allocating dollars to marketing efforts.1
M A R K E T I N G
As social media applications
like Facebook (here, cofounder
Mark Zuckerberg) have changed
the ways consumers interact
with brands, companies have
struggled to keep up. Target, Dell,
Burger King and more are trying
to learn what’s effective.
Can You Measure the
ROI of Your Social
Media Marketing?
You can. But it requires a new set of measurements that begins
with tracking the customers’ investments — not yours.
BY DONNA L. HOFFMAN AND MAREK FODOR
THE LEADING
QUESTION
How can you
tell whether
social media
are working?
FINDINGS
Forget traditional
ROI. Instead of cal-
culating the return
on the company’s
investment, mana-
gers should assess
consumer motiva-
tions to use social
media and measure
the social media
investments cus-
tomers make as they
engage with the
marketers’ brands.
Measuring cus-
tomer investments
in a social media
relationship reveals
the likelihood of a
long-term payoff,
not just short-term
results.
42 MIT SLOAN MANAGEMENT REVIEW FALL 2010 SLOANREVIEW.MIT.EDU
M A R K E T I N G
We understand the pressures and the desire to
quantify the return generated by investing in social
media, but we believe most marketers are ap-
proaching the issue the wrong way.
Effective social media measurement should start
by turning the traditional ROI approach on its
head. That is, instead of emphasizing their own
marketing investments and calculating the returns
in terms of customer response, managers should
begin by considering consumer motivations to use
social media and then measure the social media
investments customers make as they engage with
the marketers’ brands.
Handling the measurements this way makes much
more sense. It take ...
How to Measure Your Social Media Impact and ROI - Selected FindingsUseful Social Media
This 9-page document features selected findings from Useful Social Media's new report on how your company can measure your social media impact - and ROI.
More information on the report can be found at http://usfl.so/f
From Social Media To Social Crm 2 Reinventing The Customer RelationshipFriedel Jonker
Most companies have embraced social media and see it fundamentally changing how they do business. However, many are still in the early stages of social engagement and are not fully exploiting its benefits. While most have elements of a social media program, few have implemented a fully integrated Social CRM strategy with executive sponsorship, cross-functional governance, and processes for sharing customer insights. Companies face challenges in measuring ROI from social media efforts and mitigating risks, with only about a third effectively analyzing social data or monitoring their brand. Moving from isolated projects to comprehensive Social CRM strategies will be required to truly leverage social media's potential for customer relationships.
Maybe your customers are just not that into you... Part 1dramaiya
While businesses are fervently
building social media programs to "get closer to customers", a recent IBM study shows that customers may not be as enthusiastic.
Actually, most do not engage with companies via social media simply to feel connected.
It turns out, customers are far more pragmatic.
While many companies have adopted social media, few have developed a comprehensive Social CRM strategy. Most companies have some elements of a social media program led by marketing, but struggle to integrate initiatives across functions and establish the key aspects of a Social CRM strategy such as executive sponsorship, governance, guidelines, and sharing customer insights. Companies are using social media primarily for customer communication and engagement but are less focused on capturing customer data and insights. Developing a unified Social CRM strategy and operationalizing it through defined policies, KPIs, and governance remains a challenge for most companies.
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This document provides tips for redesigning a website. It discusses how websites should attract prospects through inbound marketing, convert visitors into leads and sales, and produce measurable ROI. It provides four tips for a successful redesign: audit existing website assets and protect them; spend more on creating content than design; make conversion experiments easy to run; and make results easy to measure. HubSpot software is presented as a way to implement these tips by facilitating blogging, SEO, lead generation, analytics and more. Customer examples show proven ROI from increased leads, conversions and traffic using HubSpot.
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The guide to social media marketing and buisness intel.pdfAnjanette Delgado
This document discusses the integration of social media and business intelligence. It identifies 5 pillars that enable this integration: 1) Collection of user demographic data from social networks, 2) Ability of users to interact and evangelize, 3) Connection between internal corporate processes and customers, 4) Insights from social media sentiment, and 5) Development of pathways between product creation, strategy, marketing and BI. While there is hype around social media, the document argues that its true value is in how it fits within the business cycle and creates efficiencies.
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1. Social Media ROI
Success Stories
How 11 companies—like OfficeMax,
Nissan, BMC and Microsoft—are
listening, engaging and measuring.
CASE STUDY COLLECTION
2. Contents at a Glance
INTRODUCTION 1
EXCLUSIVE MARKETINGPROFS POLL: SOCIAL MEDIA ROI, AN ELUSIVE TARGET 3
SNAPSHOT: ESSENTIAL TOOLS FOR SOCIAL MEDIA AND PR MEASUREMENT 5
11 CASE STUDIES: SOCIAL MEDIA MEASUREMENT & MONITORING 8
SOCIAL MEDIA MEASUREMENT 9
Intuit 9
Nissan Canada 11
Lollapalooza 13
Dell Outlet 15
PR MEASUREMENT 17
BMC Software 17
OfficeMax 19
ShareMethods 20
SOCIAL MEDIA MONITORING 23
AAA 23
Crocs 24
SAP 26
Microsoft 28
READY TO GET STARTED? 31
NOW WE WANT TO HEAR FROM YOU! 33
ABOUT THE AUTHOR 34
ABOUT MARKETINGPROFS 34