Making Dollars and Cents of Social Media Driving Revenue Growth Through Content Marketing Session 2: Measuring Your Success Hosted by : Progress Partner Marketing Presenter : Todd Van Hoosear, VP, Public Relations & Stakeholder Engagement at HB Agency
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Making Dollars and Cents of Social MediaDriving Revenue Growth Through Content Marketing
Session 2: Measuring Your Success
Hosted by: Progress Partner Marketing
Presenter: Todd Van Hoosear, VP, Public Relations & Stakeholder Engagement at HB Agency
1. Social media and the marketing world: What’s new, and why you should care?• Key Question: Where online are your customers, competitors and influencers?
2. The evolution of content marketing: The intersection of stories, search and social• Key Question: Which content forms are resonating with your customers and
influencers?
3. Eyes vs wallets: The two major social marketing strategies• Key Question: Which of the two key strategic marketing approaches will you take?
2. I aggregate my favorite blog content into a single email using Yahoo! Pipes, IFTTT and Feedburner so I get one or two emails a day with headlines and links
3. If I find an article I want to curate and share, I use two browser plugins…
Valuation is Just One of Five Key Metric Categories
1. Inputs
2. Outputs
3. Outtakes
4. Outcomes
5. Valuationhttp://bit.ly/1qMJEep *
Hat tip (or h/t as we say in social media) to “Measurement Queen” Katie Paine
If you click the link below, you’ll go to http://www.hbagency.com/sightplan/?utm_source=ProgressJune2014Webinar&utm_medium=webinar&utm_campaign=speaking
However, as we’ve discussed, it’s only one measure of value
Also, it doesn’t fall neatly into any of the four previous categories we’ve identified
In fact, it spans a few of them
The industry is working on better ways to measure and calculate the value of its tools, services and techniques
Until our vendors make the effort to embrace standards and interact with other vendors to create new standards, the work is left to us, the marketing practitioners tasked with demonstrating the value of all of our efforts
Two other useful explorations of social media and marketing ROI/valuation: http://www.wikihow.com/Measure-Social-Media-ROI and http://www.socialmediaexaminer.com/measure-social-media-roi/
The Top 7 Social Media Marketing Trends Dominating 2014
1. Social Media is Up. With 92% of business owners indicating that social media is important to their business in 2014, many are re-allocate budgets away from traditional methods of advertising towards social media and other inbound marketing strategies
2. Google+ is Down. With Google announcing earlier this year that social signals are not part of their ranking algorithm and the recent decision to remove Authorship photos from the search results, it’s not surprising that some marketers are confused about how Google+ is different or better than Facebook or Twitter.
3. Images are Up. Pinterest, Instagram and Twitter images are increasingly popular.
4. Videos are Up. Vine, Instagram video usage is up, but penetration is still low: only 28% of brands use Instagram and 7% of brands use Vine.
5. Foursquare is Down. Location-aware apps are ever-popular, but Fousquare’s recent efforts to split its app has led to confusion and a decline in usage.
6. Myspace isn’t Dead Yet. Myspace got a new look last year, but has been slow to reach any kind of critical mass. But with ambiguity around Google+, there could be opportunity to grow.
7. LinkedIn is Up. Way Up. It’s not the only home for B2B marketing anymore, but recent efforts to drive more views and engagement seem to be paying off.