Random Acts of Progress – Practical insights about the chaotic, continuously expanding and morphing intersection of Digital Marketing, Online Technology and Business ROI.
We recently came accross this Infographic that helps illustrate the strengths of the Google+ social network. Plus some interesting factoids, features and tips that you may not know about. Like: A whopping 60% of Google+ users log in every single day (that’s 60% of over 90,000,000 users); and, a whopping 80% engage on a weekly basis.
Please share your thoughts about this Google+ For Business [Infographic] (or any other comments or thoughts you might have) in the comments section below.
Marketers and business owners are now one step closer to being able to track the true value of social channels to their Business ROI within Google Analytics. Google just released their latest social tracking tool “Social Reports” and it’s fully integrated within Google Analytics.
The main reason that social media is so hard to measure is that most social interactions occur off of the business’ website. For example, there may be a vibrant and active Facebook community having constant conversations about a business product, but all these conversations are happening off of the main business website, which means that Google Analytics can’t track what the end result of that conversation is – until now. Google Analytics with Social Reports attempt to bring together social actions that are happening on the website with social actions happening off the website to provide marketers a more accurate, complete picture of business ROI.
How Social Reports Work: An Imagined Scenario
Let’s imagine that Sally is a woman in her mid-twenties who follows her favorite vintage clothing store on Twitter and Facebook. On Monday, she sees a tweet on her smartphone about a new sale on go-go boots. Intrigued, she clicks the link and scrolls through the pictures. She’s on her lunch break, though, so she doesn’t have time to do anything more than look.
A few days later, Sally is still thinking about the go-go boots and goes back to the site. This time, she happily places an order for a pair of bright red, knee-high go-go boots.
The old Google Analytics wouldn’t have been able to tell the difference between a Sally who’d originally clicked through thanks to the tweet versus a Sally who discovered the go-go boot sale page on her own. However, the new Google Analytics with Social Reports can tell the difference.
To describe which social media channels and campaigns eventually result in a sale, Google Analytics with Social Reports is borrowing a word from basketball: assist. An assist is earned when you pass the ball to someone else, who then scores a basket. Applied to Google Analytics with Social Reports, an “Assisted Social Conversion” is a sales or goal conversion that originates with an action from a social media site. In Sally’s case, Google Analytics with Social Reports recognizes that Sally originally came to the site thanks to Twitter, left, came back later and eventually made the purchase. This is an “Assisted Social Conversion.”
Google Analytics with Social Reports also provides a measurement called “Last Interaction Social Conversions.” This means that the action the user took immediately preceding a conversion was a social action. For instance, if Sally had clicked on the link in the tweet and immediately purchased the go-go boots, this would have been counted by Social Reports under the “Last Interaction Social Conversions” header.
Social Reports: Which Social Network is Boosting Your Business?
Another feature of the Google Analytics with Social Reports is the ability to compare and contrast the value of one social channel to another. For example, Sally’s favorite vintage clothing store tweeted about the sale on go-go boots, but they also might have posted a photo album of boots on their Facebook page, as well. When the store’s marketing team examines the results in Social Reports, they might find that the tweet led to 20 conversions, while the Facebook photos yielded 60 conversions.
Which social media channels will Google Analytics with Social Reports enable marketers to better track? To name a few:
• The big ones – Facebook, Twitter and of course Google+
• Digg
• Disqus
• Blogger
• Meetup
• Reddit
Except for Facebook, these are the biggest names in Google’s Social Data Hub Partners, but there are more and Google intends to keep growing the list. As of right now, Facebook is not a Social Data Hub Partner, which means that Google can’t provide as much drill-down data to its Analytics users for Facebook as it can, say, with Reddit. Even though the drill-down information for Facebook is not available, the new social tracking still improves ROI data, especially when marketers combine information from Analytics with Facebook Insights.
How to Get Started with the New Social Reports
Google Analytics first started to offer basic social reports back in the summer of 2011. This was the time when you might have noticed that the look/feel of your Google Analytics page shifted. At that time, you should have updated the Google Analytics code on your website. If you didn’t, installing that code is the first step to better social media reporting.
We’d like to hear your thoughts on Google Analytics Social Reports, Social Business ROI or Social Media – the good, the bad and the ugly. Share them in the comments section below.
In some of our more recent articles, we’ve been writing about Social Business ROI and the five stages of Social Media Engagement. And that enterprises typically achieve highly desirable social business outcomes through shared value.
We recently came accross this Infographic that helps illustrate the growth of shared value while deftly highlighting our social enterprise roots.
Of course we know that many businesses were very social long before social businesses were referred to as such; and long before social media/social networks came into existence. The new social paradigm, from a business PoV, is really the way that enterprises have reorganized and restructured their business around the social experience. Sounds simple enough but this is quite a profound change in the way that most enterprises operate with their customers and stakeholders (employees, suppliers, stockholders, etc.). It will be interesting to see how enterprises continue to restructure around the continuing social experience evolution. In the meantime, when you look into the background of what goes into the “social business movement,” the threads reach back a long way, giving social businesses far more momentum and much deeper roots than many people realize.
Haydn Shaughnessy, who helped put this Infographic together, describes the three included social strands, as follows.
#1 Technology — Has been pushing businesses towards greater openness and collaboration for a decade. It has its roots in open source, reaching back to the early 1990s.
#2 Marketing — Since the 1990s, marketers have been trying to go social, first with loyalty programs and now with social media.
#3 And then there’s the pure strand: The Social Enterprise — is reflected in good corporate social responsibility. That reaches back to the old mutuals, organizations that did pretty well through the recession.
The implications are that companies need to think more broadly about their social business strategies, and not just confine themselves to doing social media in the enterprise. In essence, they need to look at what additional rewards employees and customers might be looking for, in return for participation with brands. The added reward we call “shared value,” indicating that in a world where the “share” is king (not “content”), sharing has to have tangible value.
Scroll down to see all the strands of social business as they’re evolved over the past thirty years.
Facebook is the 850 pound gorilla of social media. With over 850 million active users, Facebook is rapidly closing in on being used by one in every seven people on the planet. From subsistence farmers in rural Africa accessing Facebook on their mobile phones, to tweeting protestors in the Middle East, to grandmothers living in Michigan sharing their family photos on Flickr, it seems that almost everyone is living a part of their life on a social network.
In some of our more recent articles, we’ve been writing about Social Business ROI and that enterprises typically achieve highly desirable business outcomes through carefully planned and executed social channels.
Businesses have flocked to join their customers on these social networks, but some are still skeptical about the social media craze. The question that presidents and CEOs keep asking their marketing departments (and it’s a question that marketing departments often have a hard time answering) is, “What is the return on investment in social media?”
Some business people take this question even further, asking the more cynical “Is there a return on social media, or does social media have more marketing bark than bite?”
While the skeptics make some valid points, social media ROI does exist and it can be measured. Some businesses are already doing just that. Here’s a closer look at the myths surrounding social media ROI and the businesses that are proving the skeptics wrong.
Three Social Media ROI Myths
Some social media marketing myths still persist despite the growing understanding of how to use the new marketing channels. Here are three of them.
1. Social media is free.
Signing up for a Facebook page or a YouTube channel may be free, but that doesn’t mean social media is. At the very least, successful social media content still takes time to plan and develop, and someone in the business is being paid for that time. However, the good news is that once a social media marketing strategy has been decided upon and people have been allocated to the project, the cost of social media remains relatively flat, while profitability increases over time. Whether or not profitability happens, though, totally depends upon the success of the social media campaign.
2. It’s impossible to assign a monetary ROI value to social media marketing.
Although marketers are still learning how to measure the ROI of social media efforts, stating that the monetary value of a social media campaign cannot be measured at all is not true. As you will see in the next section of this article, many businesses are already successfully measuring the dollar-value of their social initiatives.
3. Social media costs more than it makes.
This is a “myth” that is actually true–for businesses who are poorly executing social media campaigns because they don’t understand their audience, don’t understand their technical tools, or just don’t understand social media itself. Businesses who do not invest the time it takes to learn about their audience, how to grow that audience, and how to interact with that audience will ultimately spend more on social media than social media brings back to them, but this is not the fault of social media itself.
Six Examples of Social Media ROI
Want to see some recent concrete examples of businesses who are measuring the results of their social media campaigns? Try these on for size:
1. Best Buy’s innovative “Twelpforce” enlists knowledgeable, everyday employees to answer customer support questions via Twitter. Best Buy estimates that this “social help desk” saves them $5 million annually in support. [1]
2. Bonobo’s social business became 13 times more cost effective (CPA) in acquiring a new customer from Twitter than from other marketing channels. [2]
3. Paramount Pictures’ #Super8Secret (hashtag) Promoted Trend created a tremendous spike in conversations: Tweets of the hashtag reached nearly nine million impressions in less than 24 hours and mentions of the movie skyrocketed to more than 150 per minute. Receipts for the sneak preview exceeded $1 million, and Paramount said weekend box office surpassed expectations by 52%. [2]
4. Petco’s 1% of shoppers use “Ask and Answer,” that influences a 10% increase of revenue on their website. [3]
5. Sprint’s monitoring of online conversations about their brand enabled them to tweak their social media campaign messaging. As a result, the company says it picked up an extra $133 million in revenue. [4]
6. Sephora Community Users spend 2.5 times more than average customers, and their superfans spend 10 times more. [1]
These are just six examples of hundreds of big brands that are successfully measuring the real financial impact of their social media initiatives. If you want to explore these and other examples, contact 4thWeb.
Frienemies: Content Marketing and Your Marketing Strategy
Marketing professionals everywhere have begun to realize that they now have a completely different job description than when they started in the field fifteen or twenty years ago. One such professional is Chris Hession, a senior marketing manager at AutoCAD. As he told Social Media Examiner, “Just in the last year and a half, social media has become not just a component of our product marketing plan, but really the core component” (Source: SocialMediaExaminer.com). His statement highlights the new prominence of content marketing.
Understanding the Content Marketing Paradigm
From social media posts to blog conversations, marketing paradigms have shifted from traditional push marketing, in which potential customers are handed static sales messages, to the more nuanced content marketing.
As marketing buzzwords go, “content marketing” is a phrase that’s frequently used but rarely defined. Perhaps a succinct definition would be “the art of branding and subtle persuasion by means of providing buyers with the information, community or entertainment that they seek.”
Is Content Marketing Good… or Bad?
One might wonder, “Is content marketing really all that great? After all, isn’t it just an invitation for an even heavier deluge of mediocre Internet content? Isn’t it worse, in a certain sense, to be subtly manipulated by content marketing than blatantly sold to with push marketing?”
Yes, content marketing requires more time than push marketing ever did. Yes, attempting to create popular, viral social / website content is inevitably a risky proposition. However, asking whether content marketing is good or bad is almost akin to asking if it’s good or bad that a horse has four legs. Like it or not, content marketing is here to stay; businesses would be wise to embrace the new paradigm sooner rather than later.
Content Marketing Statistics
A recent BlueGlass Interactive infographic reveals just how important content marketing has become. Here are a few statistics:
90% of B2B marketers are using some type of content marketing
60% of B2B marketers plan to increase their investment in content marketing in 2012
Posting articles is the most popular form of content marketing by B2B marketers, followed by social media and blogs
More than a quarter of total marketing dollars spent by B2B marketers went towards content marketing
What about you? How is your business embracing content marketing? How has it changed the way you promote your products or services? Share your experiences in the comments section.
![Google+ For Business [Infographic]](https://www.pamorama.net/wp-content/uploads/2012/04/using-google-plus-google+-for-business-pamorama.png)
