Suivre et mesurer le succès des médias sociaux - AOD Marketing. Lorsque John Wanamaker a déclaré: «La moitié de ma publicité est gaspillée, mais je ne sais pas quelle moitié», il aurait pu tout aussi bien parler des médias sociaux. Les médias sociaux offrent aux marques la possibilité d’engager les consommateurs à un niveau complètement différent, et permet aussi aux consommateurs de s’engager avec les marques. Il n’est pas toujours facile, cependant, de mesurer et de suivre comment cet engagement affecte les ventes au bout du compte.
En effet, l’engagement sur Facebook ou Twitter peut augmenter la fidélité des clients à long terme, mais peut aussi mener à rien de plus qu’un amas de bruits insignifiants sur Facebook ou Twitter. Lorsque vous investissez dans les médias sociaux, il est alors important de bien réfléchir à l’avance aux objectifs à poursuivre. Non seulement cela vous aidera à mieux choisir les canaux appropriés, mais il vous aidera aussi à établir des indicateurs de performance mesurables. Médias Sociaux: Des machins-trucs sur Internet. 4 Things to Leave Off Your Social Media Plan. Making a social media plan? Here are some things to leave off: Transactional metrics. Here’s a decent rule of thumb: in social media planning, never put yourself in the position of judging success or failure based on metrics endogenous to the social media platform you’re using. In other words: the success of a Twitter campaign or presence shouldn’t be measured in new followers or retweets, and the success of a Facebook presence shouldn’t be measured in new fans or shares.
Why is that? Well, as we’ve talked about before, transactional metrics like these don’t map well to business outcomes. A better way to measure the success or failure of social tactics – without venturing into the swamp of ROI – is by using “bridge” metrics, numbers that map to intermediate business outcomes that internal stakeholders have agreed map to profitability. Goal vagueness. But one area where vagueness shouldn’t be welcome is in the setting of goals for social media campaigns. Channel saturation. Measuring PR Success: Seven Metrics to Consider.
By: Gini Dietrich | September 19, 2011 | Last week Eric Wittke wrote a blog post on Flames on Fifth Avenue about the perception of the PR industry. He described the answers he receives (the same we’ve all experienced) when he tells someone he’s in PR…and how irritating it is that people assume we lie or spin for a living. And now, a new sitcom on NBC – Free Agents – isn’t helping our image (even though Molli Megasko tells me it’s hilarious).
This isn’t a new topic at Spin Sucks, but it seems that we have to continue repeating it, especially if we want the business world to take us seriously. You see, what we do isn’t tangible. It’s easy for people to understand advertising because they can see it, touch it, feel it. But can you see, touch, or feel a reputation? I commented on Eric’s blog post: We have to, have to, have to show our worth in terms of dollars and cents. This isn’t about sentiment and impressions and mentions. Forget the Klout Score! What’s Your Social Zoom Factor? There is definitely no shortage of social data, metrics, measurement strategies, analytics, influence scores, listening platforms, reputation management approaches and experts ready to take your credit card to help you figure it all out.
I have received several tweets and messages recently asking me for tips to help people raise their Klout score. If you are focused on trying to raise your Klout or other influence score I have only one answer for you… you are measuring the wrong metric! What is your Klout score going to do for: Your business? Your bottom line? Your website? Your content that connects you with your audience? Social Capital Yes, I know and believe that there is value in social capital. In regard to me, my business and my influence scores I will tell you right now I didn’t game anything. Recommended for YouWebcast: The Lean Enterprise: How Corporations Can Innovate Like Startups Am I happy that my scores are decent?
Should Influence Scores be the Focus? Social Zoom Factor. Patrice Leroux. The KISS Method For Determining Social Media ROI. Attend any corporate meeting on social media initiatives and it’s likely that you’ll hear a question or two along the lines of “how is this selling us more product” or “what’s the ROI on these activities”? Unfortunately, many social media strategists get caught up in the numbers that relate specifically to social media and they forget about the numbers that are meaningful to their business. Obviously, each business or organization will have different Key Performance Indicators (KPIs) that determine the success of social media activities, but many organizations can benefit from using some, or all, of what I call the K.I.S.S. method. No, it’s not “keep it simple, stupid”, with respect to social media, KISS stands for the following: K is for Knowledge management – For the last 10 years, the nebulous term “knowledge management” has been used to try to identify ways to capture the knowledge stored in employees heads and turn it into meaningful information that organizations can use.
Driving ROI from social media for airlines by SN Nigam on Prezi. Top 10 analytics tools for social media. Participating in social media for brands is no longer a question of if, or even a how. Even the stuffiest of CEOs and their companies have joined the conversations, and they've hired social media experts and PR firms to advise them on how to build campaigns and engage customers.
In fact, eMarketer's recent study "Social Media in the Marketing Mix: Budgeting for 2011" estimates that 80 percent of U.S. businesses with 100 or more employees will use social media marketing this year. So now that we are all here, the questions shift. What now? And are we doing this right? There are scores of companies out there trying to help brands answer these questions. Just search Google or Quora for "social media analytics" and "social media monitoring," or check out OneForty. Stay informed. SM Global Report: KD Paine Analyzes Measurement. [KD Paine and unidentified Old Friend at SNCR Conference.] I had only met KD Paine once previously when we were slated to debate at a software publishing conference in the middle 1980s. Our topic was whether or not public relations could be measured. At the time, I was a PR operative and she had started a PR measurement firm. I expected it would be a slam-dunk to win the debate, but at best, I fought her to a draw.
I learned then, and I understand now–that KK Paine is a force to be reckoned with when it comes to measurement issues in marketing programs. She is tough and wise, candid and complex. I have been writing often about a new term called “social analytics,” and explaining why the term is more complex that most people realize and the need to understand the implications are of great importance. This is a challenge for most of us.
Just how do you define the term “social analytics?” It’s whole lot of BS. So here’s my take on definitions: stuff. Social media measurement is what I do. (1) How would you measure the ROI in social media. Étude de cas : Groupe Canam, de facebook à l’intranet 2.0 (3e mardi) HOW TO: Calculate the ROI of Your Social Media Campaign. Jamie Turner is the chief content officer of the 60 Second Marketer, the online magazine for BKV Digital and Direct Response. He is also the co-author of “How to Make Money with Social Media” now available at fine bookstores (and a few not-so-fine bookstores) everywhere. First the bad news: If you’re going to calculate the ROI of your social media campaign, you’re going to have to know math.
That may come as a disappointment to people who thought social media was only about accumulating Twitter followers or monitoring Facebook “Likes,” but it’s true. The future of social media is about math, metrics and monetization. The problem is that most companies aren’t doing an effective job of measuring the value of their social media campaigns. If you’re one of the people who isn't measuring your social media campaigns on an ROI basis, you’re setting yourself up for failure. Understand the Value of Your Social Media Campaign Fear not. The 3 Categories of Social Media Measurement What You'll Need.