Market to real pe...
Follow
Find tag "ROI"
1.3K views | +0 today
Market to real people
Creating positive return on influence!
Curated by Robin Martin
Your new post is loading...
Your new post is loading...
Rescooped by Robin Martin from The Social Media Learning Lab
Scoop.it!

The Prisoner's Dilemma That Is Email Marketing

The Prisoner's Dilemma That Is Email Marketing | Market to real people | Scoop.it

"Even if email’s ROI is slipping (which is it), email still performs at 3x the return of social media and 2x that of search."

 

...An even more powerful deterrent to scaling back email than losing sales is losing share. Mindshare in the inbox is limited, like shelf space at Walmart. Every spot you give up, a competitor may well take.

Read more: http://www.mediapost.com/publications/article/197231/the-prisoners-dilemma-that-is-email-marketing.html#ixzz2QNjtuxf6

 

Photo:  by Sean MacEntee, Flickr


Via Deb Nystrom, REVELN
more...
Deb Nystrom, REVELN's curator insight, April 13, 2013 5:56 PM

In the article, I particularly like this excerpt,


"Replace message or campaign ROI with subscriber or program ROI.  ...Recognizing the value in sending judiciously can have a profound impact on the quality and relevance of messages."   ~  Deb

Rescooped by Robin Martin from The Social Media Learning Lab
Scoop.it!

Strategy & Customer Relationship (Trust) come first, then Social Media Strategy: Forbes & McKinsey

Strategy & Customer Relationship (Trust) come first, then Social Media Strategy:  Forbes & McKinsey | Market to real people | Scoop.it

"Strategy is more important than ever - so that a company's social media strategy is more than a collection of tactics."

 

From the executive point of view, chief marketing officers and the like comment on 2012 social media strategy at the Chief Marketing & Sales Officer Forum summit  It's good to be reminded of organizational systems.

 

__________________________

 

I’m surprised how often a company’s social media strategy is really just a collection of tactics. - Google’s Margo Georgiadis

__________________________

 

Excerpts by McKinsey contributor, Marc Singer.

 

1. Strategy is more important than ever

From Google’s Margo Georgiadis:  I’m surprised how often a company’s social media strategy is really just a collection of tactics.


The alluring possibilities of social and digital media can easily distract our focus from what really matters to our companies—and to our customers. All of us need to bring in the new while staying focused on our enduring customer strategies.

 

2. To engage customers and influence brand perception, marketers need to build trust

Companies are no longer the sole arbiters of their brand; customers have an important, and in some cases decisive, voice. But marketers still have enormous influence around how customers understand and interact with their brand. ...a lot of that value is dependent on trust between brands and their customers, which has been taking a beating in the last few years. 

 

__________________________

 

Many companies still fail to measure accurately or consistently [as their] metrics programs aren’t tied to strategies built around target customers.

__________________________

 

3. Companies need to “instrument” their organizations around target customer segments

Stanford’s Aakers talked about how leading companies haven’t stopped measuring ROI, but they’ve expanded their notion of what the return might be including a more personal form of ROI better suited for a social age:

innovation,  R&D savings,  employee hiring savings,  employee morale and passion,  and so forth. 

 

Ford’s Farley makes the connection between “brand favorability”—the customer’s overall perception of a brand relative to competing brands—and pricing power. Farley has found that brand favorability is deeply driven by what Ford does in social media.  Many companies still fail to measure accurately or consistently as their metrics programs aren’t tied to strategies built around target customers.

 

Read the full article here.

 

Photo credit:  Flickr CC by John-Morgan


Via Deb Nystrom, REVELN
more...
No comment yet.
Rescooped by Robin Martin from The Social Media Learning Lab
Scoop.it!

The Hidden ROI of Social Media, making it worth your investment

The Hidden ROI of Social Media, making it worth your investment | Market to real people | Scoop.it

“How can I quantify my limited time and stretched resources and be assured of a return?”  … the short answer is, you can’t.  And, it still can be well worth it.

 

This short piece goes along with the ROI trend I've been curating in social media, and includes the author's two favorite examples of intangible but valuable return on social media investment

 

Excerpt:  

You cannot be assured of a definitive, predictable ROI from social media, no matter the size or your business or nonprofit.

 

This is true even if you are Proctor & Gamble, “the world’s largest marketer” (according toBusiness Insider) with a $10 billion annual ad budget.

 

P&G recently laid off 1,600 staffers in its marketing department to dedicate more resources to its social networks – but it’s impossible to know (yet) how this has affected sales.

 

1. Establishing yourself as a Thought Leader. Share your abundance of useful information that people want to read.  Examples with sizable social media followings:

 

Chris Brogan is a thought leader in social media, advising us in how to use social media and social networks to build relationships and deliver value. Becky McRay of Small Biz Survival. She writes about small business and rural issues, based on her own successes and failures.”  Read the full article here, including Julia Campbell's second example of engaging with dedicated Brand Ambassadors.
Via Deb Nystrom, REVELN
more...
No comment yet.
Rescooped by Robin Martin from The Social Media Learning Lab
Scoop.it!

The Hidden ROI of Social Media, making it worth your investment

The Hidden ROI of Social Media, making it worth your investment | Market to real people | Scoop.it

“How can I quantify my limited time and stretched resources and be assured of a return?”  … the short answer is, you can’t.  And, it still can be well worth it.

 

This short piece goes along with the ROI trend I've been curating in social media, and includes the author's two favorite examples of intangible but valuable return on social media investment

 

Excerpt:  

You cannot be assured of a definitive, predictable ROI from social media, no matter the size or your business or nonprofit.

 

This is true even if you are Proctor & Gamble, “the world’s largest marketer” (according toBusiness Insider) with a $10 billion annual ad budget.

 

P&G recently laid off 1,600 staffers in its marketing department to dedicate more resources to its social networks – but it’s impossible to know (yet) how this has affected sales.

 

1. Establishing yourself as a Thought Leader. Share your abundance of useful information that people want to read.  Examples with sizable social media followings:

 

Chris Brogan is a thought leader in social media, advising us in how to use social media and social networks to build relationships and deliver value. Becky McRay of Small Biz Survival. She writes about small business and rural issues, based on her own successes and failures.”  Read the full article here, including Julia Campbell's second example of engaging with dedicated Brand Ambassadors.
Via Deb Nystrom, REVELN
more...
No comment yet.