In a recent CMS Wire article entitled ‘Social Media Marketing: Measuring Impact For Real’, author Chelsi Nakano sums up the importance of having real impact on ROI by using social media efforts to convert prospects into buyers through a single stat-heavy infographic that will really resonate with the way you consider adopting a social media strategy in the future.
All posts tagged Facebook
Achieving an Effective Social Media Account Strategy
The problem that many companies face when they consider leveraging social media as part of an inbound marketing strategy is that they all too often don’t know where to start. Many businesses understand that the social media landscape is made of boundless opportunities to build new relationships with social media customers, but they fail to incorporate a strategy or build the kind of roadmap that will lead them to success.
There are endless social networks out there that can be utilized in an effort to engage with perfect customers but it’s a matter of figuring out which ones will have the most impact and yield the best results. Facebook, Twitter and Google+ are just a few social networks that comprise a whole world of potential buyers, and companies that want to stay ahead-of-the-curve have to use the right approach to actually take advantage of them.
Search plus Your World: Is Google Unfairly Stealing Top Positions from Other Providers?
Google was infuriating critics last week with its Search plus Your World service – the newest social search capability integrating Google+ social results into the top pages of the search engine.
Search plus Your World is adding user reviews to +1s and adding new sharing capabilities to the top of search engine results for users with a Google Profile – essentially ousting Twitter, Facebook and other providers from gaining the advantages of Google’s top real estate. If a user wants to get the latest information on his or her favorite celebrity, instead of getting a Twitter, Facebook or YouTube result, Google+ results will be at the top of SERPs instead (results that have been +1d and reviewed by friend’s in a user’s circle.) Another instance: when users search for definitions on Google they will get Google’s own favored dictionary results instead of the Oxford English Dictionary (OED).
Facebook: Introducing the Subscribe Button
This week, Facebook launched a new subscribe button that lets you control how much and what types of activity you see from friends in your News Feeds. The new button also lets you follow the public updates of people on Facebook who are not your friends including artists, journalists and other public figures. You can opt-in to share your public updates with more than just friends. People who subscribe to you will get posts you set as “Public” in their News Feeds.
“Facebook has always been working on giving users more control,” said Facebook Product Manager Naomi Gleit. Click here to read more.
2 Ways To Track Your Social Media Effectiveness In Eloqua
Social media has become an integral part of many B2B/B2C marketing organizations. Whether it be Tweeting, creating fan pages on Facebook or posting information in LinkedIn groups, most B2B companies have begun to embrace this growing medium. But like any channel, marketers want to be able to track the effectiveness of it.
Utilizing Eloqua, here are 2 simple ways that can help you better track your social media effectiveness:
1. Creating Unique Landing Pages For Each Social Media Platform
Utilizing Eloqua Hypersite PURL pages, a simple way to uniquely track page visitors via various social media channels is to copy existing campaign landing pages that you have created to generate “new” ones. The reason for this is that when you copy a page, you are generating a new URL that you are able to use specifically on sites like Twitter, Facebook and LinkedIn. With this, you can uniquely track how many visitors (both known and unknown) are visiting your landing page through specific social media sites by campaign and by channel.
2. Tracking Conversions/Net New Names Through Form Submissions
In some cases, the landing page that you have copied may also have a form on it, which gives you a perfect opportunity to track how many conversions you are generating through a specific social media site as well. However, there are a few things that you should consider with your form:
- If your form has many fields on it, you will want to consider limiting the amount of information you ask for. Social media is meant to provide an easy way for people to access information, so start by only asking for a few pieces of information, such as email address and first name.
- A best practice for form configuration is to have a process to capture the Lead Source of names who enter into your database. In the past, I have typically created a hidden HTML field on my form that has a value of “Twitter” or “LinkedIn”, so that when I run an analysis on a database, I can easily segment and report on those who were added via a social media site (*note – your company may have a specific naming convention for lead source, so incorporating the name of the social site into that will also help with reporting/segmentation). Even if the conversions generated are not related to net new names, form data reporting can assist with showing how many submissions came via a social media site in relation to the lead source of the submission.
By capturing the source of these net new names, there are many types of ways that you can report on them over time:
- If you have a lead scoring program in place, you can determine the quality of the names you are generating
- What is the basic profile of a person created through a social media site (ie. what sort of titles do they have?)
- Within your CRM, you could track these names against any opportunities generated
By utilizing these two simple methods, you will be able to get a better sense as to how big a part social media is playing into your marketing efforts.
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Happy sharing!
Chad: Got you - thx!...
Mike MacFarlane: Hey Chad,
In the past I have not used this method, but you could easi...
Mr.H: Love it!...
