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Framework: The Social Media ROI Pyramid

Framework: The Social Media ROI Pyramid
Often, our industry can appear complicated, and yearns for simplicity. One such technique to glean simplicity is to develop frameworks which the corporate social strategist can then apply to achieve their business goals. I’ve been working on this “ROI Pyramid” framework for a few months now, and am ready to share in greater detail than on my keynote at LeWeb (slides and video) where I introduced this to the public for the first time. [The novice provide executives with engagement data --causing themselves to be stuck in the churn of obtaining more followers and fans --without a clear business goal] 140 social strategists around the globe at enterprise class size companies indicated their top internal objectives for 2011 is to “Create ROI Measurements” Experimental mediums require proof they work. [The seasoned professional provides executives with business metrics first. Excess variety of data options, and disparate platforms. Matrix: Understand the Social Media ROI Pyramid

The Klout Myth and Living Above The Influence 13EmailShare If you spend any amount of time on twitter, you’re probably already familiar with Klout, a service which claims to measure your overall online influence. Much has already been written on the pros and cons of Klout (you can find several excellent observations here). To many, however, there is a big difference between real influence and online influence. When I see unemployed, 20-something year-old social media enthusiasts with Klout scores in the 70s, it makes me ask myself: “Who are they really influencing?”. Besides, what exactly does having a high Klout score really mean when Lady Gaga’s score is 90 and Bill Gates’ is “only” 77? A FRESH PERSPECTIVE So, allow me to introduce five considerably more important “Influence Metrics” to monitor in 2011: What’s your Klout score with your spouse? THE "OTHER" COMMUNITYWhat’s your Klout score with your clients? THE MAN IN THE MIRRORWhat’s the Klout score of the man in the mirror?

Dramatic Difference in Approach to Social Media Metrics Marketers appear to be inching closer to answering the question of social media ROI—or at least making a serious effort—as the stakes get higher. eMarketer estimates four out of five US businesses with at least 100 employees will be marketing on social media this year, and US ad spending on social networks is expected to reach over $3 billion. And according to research from Bazaarvoice and The CMO Club, marketers are planning to change the way they measure the effectiveness of those dollars. Site traffic, which was the top metric for social marketing success in 2010, will still be on top this year. Asked about social media activities with the highest ROI based on older metrics with less of a focus on the bottom line, CMOs were most likely to say they did not know the return from any channel other than their company’s online community. Keep your business ahead of the digital curve. Check out today’s other article, “Big Opportunities Behind Online Health Research.”

Twitter Sentiment Tracking: 5 Free Ways To Track Twitter Sentiment We’ve seen a lot of great improvements in our ability to track and monitor social media over the last year. One area where it’s still lagging, however, is in the area of sentiment analysis. But that doesn’t mean it’s impossible. There are still ways to track associated brand sentiment if you’re a business looking to do so. Here are five easy-to-use Twitter sentiment analysis tools that can help you break down whether or not a tweet is positive, neutral or negative about your brand. Twitter Search When it comes to sentiment analysis tools for Twitter, this is about as rudimentary as it gets. Twitter Sentiment Twitter Sentiment is among my favorite ways to monitor brand mentions on the site. Two features I really like about Twitter Sentiment is that it allows you to search by a specific date range and it also allows you to reclassify tweets in case the tool misread the sentiment. Social Mention Twendz Twitrratr

4 Winning Strategies for Social Media Optimization Jim Tobin is president of Ignite Social Media, a leading social media agency, where he works with clients including Microsoft, Intel, Nike, Nature Made, The Body Shop, Disney and more implementing social media marketing strategies. He is also author of the book Social Media is a Cocktail Party. Follow him on Twitter @jtobin. Social media optimization (SMO) is the process by which you make your content easily shareable across the social web. You'll still want most people to see your content on your site — and if you're doing it right they will — but helping people view content through widgets, apps and other social media entry points will accrue positive benefits for your brand. If you're ready to get started with a social media optimization plan for your organization, read on for an overview. Why Social Media Optimization Matters Before we get to the practical, let's start with the "Why," as in "Why you should care about SMO?" 1. Image credit: Gigya 1. 2. First, offer options. 3. 4.

Google Webmaster Tools Expose Analytics Lies « beu blog Over the holidays, Google rolled out a pretty major update to Webmaster Tools. This latest update provides much more detail in terms of data and reporting. So much in fact, that some folks seem confused now about the difference between Google Webmaster Tools and Google Analytics. The big difference for SEO is that Google Webmaster Tools shows Google's own data for URLs in Google SERPs and doesn't track web pages like Google Analytics. In addition to the key difference in reporting, Google Webmaster Tools requires no installation. While it's difficult to say for sure, this update should force folks to abandon the ignorance is bliss mentality when it comes to analytics reporting once and for all. BUT before diving in, here is a little background... In 2005, with a little help from a Googler named Vanessa Fox, Google launched Google Sitemaps. Ranking reports are created with software that emulates users and sends automated queries to search engines. Final thoughts... Oh yeah, HAPPY NEW YEAR!

10 Measures of Social Media ROI for Your Brand It’s essential that companies clarify success metrics before launching their social media marketing and advertising initiatives. Social media success requires brands to reconsider their definitions of ROI. That does not mean, however, that the tried and true measures should be summarily tossed in the trash to make room for new benchmarks. Nor does it mean brands should attenuate their expectations because “social media is so new and changing so rapidly” or “the metrics you need are difficult to obtain.” You can’t excel if you aim low. I have seen a number of brands default their success assessment and — oh, horror! Malarkey. That a parameter is available does not mean it is always relevant any more than if a parameter is difficult to measure it is not worth pursuing. Here are ten measures of social media marketing ROI. #1 Convert customers to brand advocates — This is the Holy Grail of social media marketing and is the most difficult for brands to attain. #8 Raise awareness of products

Broadcast Yourself. Welcome to YouTube! The location filter shows you popular videos from the selected country or region on lists like Most Viewed and in search results.To change your location filter, please use the links in the footer at the bottom of the page. Click "OK" to accept this setting, or click "Cancel" to set your location filter to "Worldwide". The location filter shows you popular videos from the selected country or region on lists like Most Viewed and in search results. To change your country filter, please use the links in the footer at the bottom of the page. YouTube Insight is a self-service analytics and reporting tool that enables anyone with a YouTube account to view detailed statistics about the audience for the videos that they upload to the site. Use video-level data to better understand your audience. YouTube Insight allows you to view data for a specific video or aggregate data from all videos for a channel. Views & Popularity Understand how people discovered your video. Discovery

Top 5 Most Indispensable Twitter Tools for Marketers What’s more important? The quantity of your Twitter following or the depth of your relationships with your followers? The answer is BOTH! Having hundreds of thousands of followers must be nice. But we all know that the depth of the relationships you maintain with your tweeple is paramount. This article will reveal five great Twitter tools that will help you find and engage with quality Twitter followers. Notice I mentioned “depth.” This article will focus on getting you those numbers. Specifically, I want to explore how to generate new followers, how to manage your newly found follower surplus and how to turn those shallow relationships into deeper ones using the top 5 most indispensable Twitter tools. #1: Blast Follow Editors note: BlastFollow is no longer operational due to changes in Twitter authentication requirements. Editors note: This tool, if abused, will get you temporarily banned from Twitter. How does this help YOU gain more followers? Twitter is a Law of Reciprocity platform.

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