What Marketers need to understand is that it’s not that easy to create a one-size fit all social data report.
SOCIAL MEDIA ROI CYCLE
Stage 1: Launch
Focus on launching the Big 4: LinkedIn, Facebook, Twitter, and YouTube. The approach should be executed and focus on short-term. Your objective should be to create a Social Media presence. Results are negligible.
Stage 2: Management
Roughly 60% of a company’s efforts are focused on the Big 4. About 10% of the focus is on creative (content creation) and offer development, 20% on tracking quantitative metrics such as traffic, inbound links, Facebook likes, and about 10% on qualitative metrics such as brand sentiment, survey results and customer polls. The approach should be tactical and focus on mid-term. The objective is customer engagement and the results should be to increase traffic. Engage prospects and customers in some way that gets them to connect with the brand. For example, buying something, but it can also mean downloading a white paper, Liking a Facebook page, responding to a survey or any other tangible evidence that they’re connecting with your brand.
Stage 3: Optimization
About 25% of the focus is on the Big 4 and about 30% is evenly split among creative and offer development, quantitative metrics and qualitative metrics. About 25% of the focus is on improving conversion and optimization of campaigns. Improving conversion and optimization means tracking inbound leads and traffic across social media platforms using Atlas and Dart tracking and watching those leads turn into customers, either on e-commerce landing pages or through B2B lead generation programs. It also means testing your way into success such as simple as testing two different landing pages. You could also try multivariate testing that tests more than one component of your website at a time. The final 20% of a company’s efforts include measuring the success of your campaign on an ROI basis. This process involves understanding your Customer Lifetime Value (the total revenue the average customer generates for your business during the lifetime of their engagement with you), then using your CLV to compare it to the results generated by your social media campaign. Check out Jamie Turner of BKV Digital’s SlideShare page and book “How to Make Money with Social Media.”
ANALYZE YOUR CONTENT METRICS
- Number of visits
- Leads generated
- Social Proof
- Inbound Links
- Content Performance by topic
- Content performance by format
3 WAYS TO BREAKDOWN CONTENT MARKETING
- Plan: persona, buyer’s journey, distribution, creation timeline, who’s responsible, goal
- Produce: What to make and what it’s about
- Distribute pages, blog, social media, landing pages, email, etc.
- Visits goal:
- Lead goal
- Customers goal
Here’s my manual shot at it so far if you have any feedback?
Download me: Social Data Report