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The One Thing We've All Got Wrong For The ROI Of Digital

The One Thing We've All Got Wrong For The ROI Of Digital | The ROI of Social Media Marketing | Scoop.it

If you work in digital, you're probably getting a bit tired of the ROI question by now. We are all tasked with justifying our pitches and projects with proving where the ROI lies directly.

 

...Since it’s physically possible to buy from the place that you’re running your digital campaign, we’ve assumed that this is how we judge success. That’s where we’ve gone wrong, and where we will keep going wrong. We’ve thought that because you can just be a click away from buying a product or converting on a website, if users don’t do that straight away, it’s a failure. So the ‘trust’ remains in costly methods such as TV, which will never be expected to prove this because they can’t.

 

Buying Behaviour

To understand this, we need to think about the process of how we buy something versus what we engage with online. A recent study released by Invodo found that consumers are 174% more likely to buy something after watching a video about it online. While this is a wildly encouraging figure that will probably need to be toned down a bit, this finding in itself is significant. The fact that we’re more inclined to buy something from a brand after engaging with it online is what’s important. An increased likelihood to buy is all that should ever be asked of an online campaign, particularly one that is content led. To force a transaction at that point, or to judge that as an indicator of success is detrimental....


Via Jeff Domansky
Margaux Bergonzoli's insight:

Interesting point of view about the ROI of Digital

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Jeff Domansky's curator insight, April 18, 2013 1:37 PM

Here's a reality check on social marketing from Simply Zesty.

From around the web

The ROI of Social Media Marketing
How businesses can measure their social media ROI?
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Social Media Marketing: The ROI is Not MIA - Mobile Marketing Watch

Social Media Marketing: The ROI is Not MIA - Mobile Marketing Watch | The ROI of Social Media Marketing | Scoop.it
Mobile Marketing Watch
Social Media Marketing: The ROI is Not MIA
Mobile Marketing Watch
Social Media Marketing The ROI is Not MIA 300x202 Social Media Marketing: The ROI is What is the true value of social media marketing?

Via Hannah Kramer
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4 Proven Techniques to using Social Media Analytics to Convert Skeptics into Clients - SocialEars.com - We'll Listen For You

4 Proven Techniques to using Social Media Analytics to Convert Skeptics into Clients - SocialEars.com - We'll Listen For You | The ROI of Social Media Marketing | Scoop.it
Anyone can attract and convert more clients and produce superior results with these 4 simple, proven social media analytics techniques. (Read how @socialears social analytics helped premier @Hubspot marketing agency @IMRcorp get their client.
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Three Tips for Improving Content Marketing ROI - Business 2 Community

Three Tips for Improving Content Marketing ROI - Business 2 Community | The ROI of Social Media Marketing | Scoop.it
Three Tips for Improving Content Marketing ROI
Business 2 Community
Three Tips for Improving Content Marketing ROI image content is king Content marketing is now a way of life for B2B businesses.
Margaux Bergonzoli's insight:

1) Put High-Value Content Behind Registration Forms

2) Leverage Your Content in Multiple Forms

3) Link Content Together to Tell a Story

Content should never live in a silo. Each piece should point to another piece, creating a content chain that takes readers on a journey that teaches them about the need for your products and services.

Content should never live in a silo. Each piece should point to another piece, creating a content chain that takes readers on a journey that teaches them about the need for your products and services.
Read more at http://www.business2community.com/content-marketing/three-tips-improving-content-marketing-roi-0603874#ZrZAOjDdYvDTSiOK.99Link Content Together to Tell a Story
Read more at http://www.business2community.com/content-marketing/three-tips-improving-content-marketing-roi-0603874#ZrZAOjDdYvDTSiOK.99Link Content Together to Tell a Story
Read more at http://www.business2community.com/content-marketing/three-tips-improving-content-marketing-roi-0603874#ZrZAOjDdYvDTSiOK.99Link Content Together to Tell a Story
Read more at http://www.business2community.com/content-marketing/three-tips-improving-content-marketing-roi-0603874#ZrZAOjDdYvDTSiOK.99Link Content Together to Tell a Story
Read more at http://www.business2community.com/content-marketing/three-tips-improving-content-marketing-roi-0603874#ZrZAOjDdYvDTSiOK.99Link Content Together to Tell a Story
Read more at http://www.business2community.com/content-marketing/three-tips-improving-content-marketing-roi-0603874#ZrZAOjDdYvDTSiOK.99Put High-Value Content Behind Registration FormsLeverage Your Content in Multiple FormsLink Content Together to Tell a Story
Read more at http://www.business2community.com/content-marketing/three-tips-improving-content-marketing-roi-0603874#ZrZAOjDdYvDTSiOK.99Put High-Value Content Behind Registration Forms
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Social Media Monitoring Software Product List | G2 Crowd

Social Media Monitoring Software Product List | G2 Crowd | The ROI of Social Media Marketing | Scoop.it
List of Top Social Media Monitoring Software based on expert user ratings (@EdwardsAdam @mikemajlak @brandwatch You can compare tools based on real user reviews.
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La trousse à outils de vos réseaux sociaux

La trousse à outils de vos réseaux sociaux | The ROI of Social Media Marketing | Scoop.it
Au-delà du simple tableau de bord de tous vos réseaux sociaux préférés, adoptez une véritable trousse à outils afin d'en décupler l'intérêt. Vous serez notamment capable de les faire interagir. Que...

Via Freewares&Tutos
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Wilfried Caruel's curator insight, September 9, 2013 3:02 AM

add your insight...

Katelm's curator insight, September 11, 2013 6:44 AM

Très bon article avec des explications détaillées pour chaque outil.

Rescooped by Margaux Bergonzoli from Going social
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Allmyplus : l’outil de statistiques « gratuit » de Google+

Allmyplus : l’outil de statistiques « gratuit » de Google+ | The ROI of Social Media Marketing | Scoop.it
Comment rendre unique l’expérience des community managers / administrateurs  de pages sur les réseaux sociaux ? Des outils dédiés à Facebook, Google+, Twitter essaient d’y répondre chacun

Via Marco Bertolini
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Marco Bertolini's curator insight, September 1, 2013 2:27 AM

Envie de savoir qui fréquente vos pages Google+ ?  De disposer de statistiques aussi claires qu'approfondies ? Testez Allmyplus, vous serez étonnés de la précision de cette application gratuite !

net-partenaires's comment, September 2, 2013 10:59 AM
En tout cas c'est à tester
net-partenaires's curator insight, September 2, 2013 10:59 AM

très interessant à tester dans le temps

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RetweetLab. Analyser son compte Twitter

RetweetLab. Analyser son compte Twitter | The ROI of Social Media Marketing | Scoop.it

RetweetLab est un petit outil en ligne qui permet d’analyser en quelques secondes son compte Twitter.

L’objectif de RetweetLab est clair. Il vous propose d’analyser votre compte Twitter pour mieux l’utiliser et obtenir une meilleure interactivité avec la communauté de vos followers. 


Via Frédéric DEBAILLEUL
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COMSULTING's curator insight, August 20, 2013 5:13 AM

Ce petit outil qui ne paye pas de mine est peut-être plus utile qu’il n’y parait. Testez-le sur votre compte Twitter, il est entièrement gratuit.

THOMAS Gwenaëlle's curator insight, August 21, 2013 1:59 AM

Un petit outil pour analyser son compte twitter :D

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Facebook ROI for Business Explained - Business 2 Community

Facebook ROI for Business Explained - Business 2 Community | The ROI of Social Media Marketing | Scoop.it
Business 2 Community
Facebook ROI for Business Explained
Business 2 Community
The problem with Facebook though is that its ROI is a different beast than that of traditional online marketing like Google Adwords.
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Spend just Five Minutes a Day on Social Media for your Business Marketing

Spend just Five Minutes a Day on Social Media for your Business Marketing | The ROI of Social Media Marketing | Scoop.it
Yes, you can spend just 5 minutes a day to successfully market your business through social media channels.
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Social Media Matters: 5 ways to measure ROI - Kansas City Business Journal

Social Media Matters: 5 ways to measure ROI - Kansas City Business Journal | The ROI of Social Media Marketing | Scoop.it
Social Media Matters: 5 ways to measure ROI
Kansas City Business Journal
It's challenging for brands to measure ROI, to say the least.
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Top 10 Free Social Media Monitoring Tools - Brandwatch

Top 10 Free Social Media Monitoring Tools - Brandwatch | The ROI of Social Media Marketing | Scoop.it
Top 10 Free Social Media Monitoring Tools - http://t.co/AfVpfUeySf
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TPE et réseaux sociaux : une opportunité de moins en moins négligée

TPE et réseaux sociaux : une opportunité de moins en moins négligée | The ROI of Social Media Marketing | Scoop.it

80% des patrons de TPE reconnaissent que les réseaux sociaux et Internet constituent un réel progrès… mais en terme d’accès et de partage de l’information. Ils ne sont que 47% à y voir des opportunités importantes en termes de développement d’activité.

 

 

Cela signifie que pour beaucoup de TPE, Internet et les réseaux sociaux sont avant tout un outil de veille, voire un média d’information, mais pas encore un levier de prospection commerciale.


Via Tolokonnikoff - Seratoo
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bviallefont's curator insight, August 3, 2013 9:35 AM

Et pourtant dans le même temps...46% des TPE françaises interrogées lors de l’étude ont un site Internet : ce seul résultat explique le plafonnement actuel de l’utilisation d’Internet

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Perspectives et évolutions du data marketing

Perspectives et évolutions du data marketing | The ROI of Social Media Marketing | Scoop.it

Avec le big data, les entreprises - et plus seulement les services marketing - sont confrontées à trois problématiques : la gestion des volumes, l'hétérogénéité des informations et la rapidité de traitement. Le marché est prêt. Voici ce qu'en pensent les experts.


Via Tolokonnikoff - Seratoo
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12 Scalable Link-Building Tactics

12 Scalable Link-Building Tactics | The ROI of Social Media Marketing | Scoop.it

'Through all the debates about link-building and link-earning, one thing is clear: High-quality links are still an essential part of any SEO strategy. This post offers 12 of today's most effective and scalable tactics to build your link portfolio.

 

The tactics listed in this post are from the 4-part newsletter series launched a couple of weeks ago.

 

Below are the guidelines covered by the series, mostly about implementing some of the most scalable link-building tactics today. These can be used by agencies, SMBs and enterprise-level companies'.

 

Read More: http://moz.com/blog/12-scalable-link-building-tactics


Via Antonino Militello
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Linda Allen's comment, September 18, 2013 1:42 PM
Excellent share! Thank you!
9Dotstrategies's curator insight, September 18, 2013 10:56 PM

Scalable Link Building Tactics from Moz

Elsie Whitelock's curator insight, September 23, 2013 8:44 AM

a bit heavy for non techie types but useful

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26 Tips for Using Instagram for Business | Social Media Examiner

26 Tips for Using Instagram for Business | Social Media Examiner | The ROI of Social Media Marketing | Scoop.it
Instagram for business: discover useful tips from the pros on how to use Instagram to enhance your customers' experience and make your brand visible.
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Social Media Campaign Management - PRwilson Media

Social Media Campaign Management - PRwilson Media | The ROI of Social Media Marketing | Scoop.it
You may be looking to raise awareness of your brand, attract new customers, launch a new product , or raise funds. Whatever the situation - we can help! (Do you need help with a social media campaign for an upcoming event - we can help!
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How To Get The Most Out Of Social Media

How To Get The Most Out Of Social Media | The ROI of Social Media Marketing | Scoop.it

The aim of social media is to facilitate brand awareness and develop your brand's personality. To do this you need to enter into meaningful conversations with your would-be customers, but before you can hold meaningful conversations you need to produce content that engages your followers. This infographicprovides you with 10 tips that will allow you to get the most out of your social media investment.


Via Tolokonnikoff - Seratoo
Margaux Bergonzoli's insight:

Les 10 règles fondamentales pour bien gérer les réseaux sociaux : à la fois simples et efficaces !

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La trousse à outils de vos réseaux sociaux

La trousse à outils de vos réseaux sociaux | The ROI of Social Media Marketing | Scoop.it
Au-delà du simple tableau de bord de tous vos réseaux sociaux préférés, adoptez une véritable trousse à outils afin d'en décupler l'intérêt. Vous serez notamment capable de les faire interagir. Que...

Via Freewares&Tutos
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Wilfried Caruel's curator insight, September 9, 2013 3:02 AM

add your insight...

Katelm's curator insight, September 11, 2013 6:44 AM

Très bon article avec des explications détaillées pour chaque outil.

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Quel est l'impact des réseaux sociaux sur les ventes ?

Quel est l'impact des réseaux sociaux sur les ventes ? | The ROI of Social Media Marketing | Scoop.it

Bien souvent, les commerçants ont du mal à savoir si leurs actions sur les réseaux sociaux vont se transformer en ventes futures ou si leurs efforts ne servent qu’à leur communication ou fidéliser leur clients existant. Quel est le réel impact des réseaux sociaux sur les ventes en ligne et/ou en magasin ?


Via Tolokonnikoff - Seratoo
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Lise Déchamps's curator insight, September 4, 2013 8:21 AM

L’approche, les visuels, l’interaction sur les réseaux sociaux (grâce à un community management efficace) font désormais partie d’une des clés de la réussite de la vente en ligne et physique. On notera toutefois qu’il faut aussi savoir proposer le produit ou le service adapté à la bonne plateforme sociale et sur tous les terminaux pour maximiser les ventes.

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10 habits of successful social media community managers

10 habits of successful social media community managers | The ROI of Social Media Marketing | Scoop.it
Good community managers expect to work holidays, are perfectionists and love their brand advocates. Does this sound like you?
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IBM Enters the Social Media Analytics Market | Tom's Tech Take II

IBM Enters the Social Media Analytics Market | Tom's Tech Take II | The ROI of Social Media Marketing | Scoop.it
RT @tompetrocelli: New blog post: IBM enters the social media analytics market http://t.co/rda8wCA5Ii. They have a big view of social media…
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Social Media Marketing: How Do Top Brands Use Social Platforms? [Charts] - International Business Times

Social Media Marketing: How Do Top Brands Use Social Platforms? [Charts] - International Business Times | The ROI of Social Media Marketing | Scoop.it
The Guardian
Social Media Marketing: How Do Top Brands Use Social Platforms? [Charts]
International Business Times
However, engaging with consumers via social platforms is not a fruitless task.
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Neuroscience can improve the ROI on advertising: Gayathri Swahar - afaqs

Neuroscience can improve the ROI on advertising: Gayathri Swahar
afaqs
The New-York based $5.6 billion Nielsen Holdings is one the world's leading market research firms. In 2011, it acquired a company called NeuroFocus.
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Une infographie sur l'évolution des réseaux sociaux et leurs stratégies de monétisation

Une infographie sur l'évolution des réseaux sociaux et leurs stratégies de monétisation | The ROI of Social Media Marketing | Scoop.it

Unified Social vient de publier une infographie très intéressante sur l’histoire des réseaux sociaux et leurs différentes stratégies de monétisation depuis leur création.


De Facebook à Twitter, en passant par Youtube et Tumblr et sans oublier LinkedIn, Foursquare ou encore Stumbleupon, cette infographie résume de 2002 à nos jours leurs différentes évolutions.


Si on en croit les chiffres annoncés, les revenus publicitaires des réseaux sociaux seront de 7.1 milliards de dollars en 2014 et continueront de grimper pour atteindre plus de 11M$ d’ici 2017…des chiffres plutôt cohérents avec les stratégies de monétisation de tout ces différents réseaux sociaux.


Via Tolokonnikoff - Seratoo
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Les réseaux sociaux en 2013 : panorama, usages, perspectives, tendances et bonnes pratiques d'animation

Les réseaux sociaux en 2013 : panorama, usages, perspectives, tendances, bonnes pratiques d'animation (Twitter, Facebook, Instagram, Youtube, Pinterest, Tumblr...) - Leurs atouts, leurs limites ?


Via Tolokonnikoff - Seratoo
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FLYE Laetitia's comment, August 3, 2013 5:25 AM
clair, net et concis
Pascale Varenne "Ma Plume 2.0"'s curator insight, August 7, 2013 5:12 AM

Toujours intéressant à consulter : des statistiques qui prennent en compte les comportements des internautes français...

Sylvie Mercier's curator insight, August 9, 2013 12:44 PM

Réseaux sociaux perpectives