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Social Media ROI: Lessons from eBay, McKinsey and Unilever - Brandwatch

Social Media ROI: Lessons from eBay, McKinsey and Unilever - Brandwatch | Latest Social Media News | Scoop.it
From www.brandwatch.com - September 24, 2015 9:19 AM

A cliche of modern discussion in social marketing is to focus upon ROI and how elusive it can be. We’ve been exploring the topic ourselves plenty recently.


Although we firmly encourage the use of social data to measure the performance of a business – facilitating better decision making and indicating the return on different investments – what about the return on social activity itself?


In 2013 Coca Cola famously revealed that the brand was unable to find a direct link between social activity and short-term sales, a position that was later clarified when its President of Strategic Marketing, Wendy Clark, underlined the importance of social media’s ability to enhance marketplace impact, consumer engagement, brand love and brand value....


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Jeff Domansky's curator insight, September 24, 2015 3:19 AM

Can social media activity really be measured in dollars? Isn a word, yes! Recommended reading. 9/10
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Getting a sharper picture of social media’s influence | McKinsey

Getting a sharper picture of social media’s influence | McKinsey | Latest Social Media News | Scoop.it
From www.mckinsey.it - July 19, 2015 9:29 AM

To get a clearer view, we examined the purchase decisions of 20,000 European consumers, across 30 product areas and more than 100 brands, in 2013 and 2014. Respondents were asked how significantly social media influenced their decision journeys and about instances when they themselves recommended products. We found that the impact of social media on buying decisions is greater than previously estimated and growing fast, but that its influence varies significantly across product categories. Moreover, only a small slice of social influencers are creating the buzz.


A growing importance


Social recommendations induced an average of 26 percent of purchases across all product categories, according to our data. That’s substantially higher than the 10 to 15 percent others have estimated. For the 30 product categories we studied, roughly two-thirds of the impact was direct; that is, recommendations played a critical role at the point of purchase. The remaining third was indirect: social media had an effect at earlier decision-journey touch points—for example, when a recommendation created initial awareness of a product or interactions with friends or other influencers helped consumers to compare product attributes or to evaluate higher-value features. We found that in 2014, consumers made 10 percent more purchases on the back of social-media recommendations than they had in 2013....


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Marco Favero's curator insight, July 19, 2015 9:00 AM

aggiungere la vostra comprensione ...
Firstpoint Marketing and Communications's curator insight, July 20, 2015 2:29 AM

Getting a sharper picture of social media’s influence. In this survey, 10 percent of the active influencers accounted for 24 percent of the total recommendations
Thorsten Strauss's curator insight, September 24, 2015 7:55 AM

insight: McKinsey article on social media influence. Nice read. 
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42 Experts Share the Marketing Tools You Should Be Using | Matt Woodward

42 Experts Share the Marketing Tools You Should Be Using | Matt Woodward | Latest Social Media News | Scoop.it
From www.matthewwoodward.co.uk - June 20, 2015 3:41 AM

There are marketing tools that are talked about in just about every single blog post you read nowadays. The HootSuites, the Buffers, the Mozs, and alike.


While those are great tools, they are not the only ones out there. There are lots of amazing tools that are getting people results in their business, but are not getting nearly enough air time.


I decided to ask some of my favorite marketing experts what tools they use, but rarely get talked about. Unlike most surveys, this one produced 42 marketing tools from 42 experts with no repeats.


Without further ado, here are the marketing tools you should consider, from A to (almost) Z...


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Jeff Domansky's curator insight, June 20, 2015 2:05 AM

Tired of hearing about the same tools over and over again? In this Matthew Woodward post, 42 marketing experts reveal the least mentioned, most powerful tools they use! List of tools you may not know about. Highly recommended 11/10 LOL
Marco Favero's curator insight, June 20, 2015 5:23 AM

aggiungi la tua intuizione ...
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Do You Know Why Old Content is the King of Content Marketing?

Do You Know Why Old Content is the King of Content Marketing? | Latest Social Media News | Scoop.it
From b2bdigital.net - August 29, 2013 6:34 AM
You don't need more content. You need old content. I know, that's not what you usually hear, so stick with me and we will look at some numbers to see why it is so important.

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Albert Green's comment, September 11, 2013 9:43 AM
Although the idea is very interesting, I don't see any valid arguments that OLD content is the key to high rankings. You even can't say there's a correlation here because 14/30 pages are less then 1 year old and 16/30 are more than 1 year old.
The method for determining OLD website is also faulty since the age of domain is not the same as the age of the content itself. So if the page has been updated within this year, it should be labeled as new. To my mind, 90% of the TOP10 search results pages have been updated during last year, so this would mean that NEW content is the key to high rankings.
And since this is just a hypothesis, I must present an actual trend that has been spotted by SEO specialists recently. After latest Google Search engine updates, fresh content easily wins over old content with a lot of backlinks. If OLD content was the king, there would be NO fresh content (up to 1 month old) on first page at all.
Karen Tracey McCarty's curator insight, January 30, 2014 12:07 PM

Some things we know are better with age, like wine and wisdom, but content? Seriously? Read on to see stats showing why your old content can be a power horse for generating increased site traffic and search results.
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The truth about social media marketing for lead generation

The truth about social media marketing for lead generation | Latest Social Media News | Scoop.it
From www.brafton.com - August 12, 2015 4:49 AM

Lead generation might be a top goal for B2B marketers in 2015, but social media isn’t where they’re expecting to bring in qualified prospects, according to a new BrightTalk report.


In fact, social media and print advertising ranked the lowest on a list of 15 different lead generation tactics. A full 30 percent said these are ineffective lead gen tools and just 12 percent said they’re highly successful. On the contrary, email marketing was cited as the top tool, with 55 respondents saying it’s effective.


In an era when 7 out of 10 people utilize social media (and the average social media user is active 2 hours and 25 minutes daily), this is unsettling data. Marketers who consider social media ineffective for lead gen need to reconsider their current strategies and revamp what they’re doing to both promote the brand and nurture people to take the next step to learn more....


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Matt Lambert's curator insight, August 14, 2015 5:03 AM

The data is interesting, but "B2B" doesn't make much sense as a single entity from a lead generation point of view. Depending on whether the products and services are horizontal or vertical markets, direct or channel, the strategies and tools are different.

 

Which audience are we talking about, the ones that find you, or the one's you go out and find. They have completely different characteristics.

 

The figures above are presumably averages of the two approaches.

 

Then, both Social and Email marketing can be lead gen tools, but more often used for nurturing, a second stage process.


So, average of different strategies, and an average of different stages.

 

Is it not like saying "the players in my football team averaged 4 goals each last season". This wouldn't tell us what our striker is worth would it?
Adele Taylor's curator insight, August 16, 2015 5:39 PM

So is social media marketing the way of the future?  Interesting read...
Thorsten Strauss's curator insight, September 24, 2015 7:43 AM

insight: b2b marketing , lead generation, social media still ranking not on top. Or are the  effects just indirect? That is the key question.
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14 social media hacks from the experts

14 social media hacks from the experts | Latest Social Media News | Scoop.it
From webogi.com - June 29, 2015 4:09 AM

This round-up of pro social media hacks comes from fourteen hard-hitting social media pros.


Use these 15 helpful and actionable social optimization tricks to boost your engagement, productivity, revenue, and following....


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Marco Favero's curator insight, June 29, 2015 4:58 AM

aggiungi la tua intuizione ...
Jerry Busone's curator insight, June 29, 2015 8:28 AM

Track my life and Cam card apps are very interesting 
Gigi Bozzano's curator insight, June 29, 2015 11:29 AM

Whether you work for someone else, are an entrepreneur, or own a small business having a social media plan is essential to furthering your brand awareness and boosting both your visibility and engagement. How to do accomplish this without spending hours a day? Here are some helpful hacks to get you there.
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Create Dynamic Headlines to Draw Your Readers In - Here's How

Create Dynamic Headlines to Draw Your Readers In - Here's How | Latest Social Media News | Scoop.it
From feldmancreative.com - December 12, 2013 6:00 AM
How do you get your headlines to inspire a click? I’ve created a cheat sheet that spells out nine effective tips based on the word H-E-A-D-L-I-N-E-S.

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janlgordon's curator insight, December 10, 2013 4:29 PM

This article is by Feldman Creative  on a topic that is near and dear to my heart - the headline.


As we all know there's so much content flying by especially on Twitter, being able to grab someone's attention is key. Learning how to craft a headline that draws the reader in is a must.


There are great tips in here


Here are a few that caught my attention:


E is for empathy.


Jay Baer, author of the great marketing book “Youtility,” points out in social media today, your messages are delivered alongside those of your reader’s friends and family. To earn their attention and trust, you too have to achieve friend status. The best way to accomplish this is to show your reader you understand their problems and care.


"You’re Going to Love These Free Analytics Apps" 


S is for success


The oldest and most proven approach to headline nirvana is delivering a little bundle of success. Of course, you need insights into how your readers define success. When you have them, speak to them.


 "Nine Headline Tricks Sure to Boost Your Leads"


A is for ask


The question headline is enormously effective—provided you ask a question your target audience wants to know the answer to.


"How Do You Write More Magnetic Headlines?"


Selected by Jan Gordon for Curatti covering Curation, Social Business and Beyond


Read more here: [http://bit.ly/Jc464j]


Stay informed on trends, insights, what's happening in the digital world become a Curatti Insider today
Deb Nystrom, REVELN's curator insight, December 10, 2013 11:15 PM

Useful list, good reminders.  And there are headline evaluators out there using the emotion principle.  Here's one:

http://www.aminstitute.com/headline/


~  Deb
janlgordon's comment, December 11, 2013 1:00 AM
Deb Nystrom Thanks for your comment and for this link, very helpful, I really appreciate it!
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Your Blog: Hub of the Great Content Marketing Wheel | Small Biz Trends

Your Blog: Hub of the Great Content Marketing Wheel | Small Biz Trends | Latest Social Media News | Scoop.it
From smallbiztrends.com - February 28, 2013 4:55 AM

We all hear the benefits of blogging touted throughout the blogosphere. Heck, if you haven’t heard any of the so-called benefits, Jeff Bullas has written up 10 of them, any one of which is enough to convince me.

 

Today, however, I want to focus on one very specific benefit (not on Bullas’ list): A blog serves as the hub of your content marketing wheel.

 

As the hub of your wheel, all other content marketing efforts radiate out from the blog and shoot back into the blog....


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Jeff Domansky's curator insight, February 27, 2013 10:34 PM

I like this analogy and blog positioning. 
Martin (Marty) Smith's curator insight, February 27, 2013 10:45 PM

Agree with Jeff. Love the analogy and the conclusion. I use Scoop.it as my hub because the feedback loops are faster. In my case, extending the analogy a little painfully, one wheel fires with Scoop.it in the hub and some of those "firings" are transferred over to the blog.

Blog time is more expensive than curation so I make content EARN its way into our blog, but I like the analogy even as I am extending it painfully.  

 
Jeff Domansky's comment, February 28, 2013 1:33 AM
Totally agree with you Marty on time factor and it's getting tougher all the time. Scoop it has a very quick feedback loop as you say.
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