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Social media ad spending continues to grow in the US, with eMarketer forecasting the format will make up more than 20% of digital ad spending by 2017. Yet even as marketers’ social media budgets increase, many are still struggling to make sense of its overall impact on their business. 
Gonzalo Moreno's curator insight,
September 14, 2016 7:15 AM
ROI, ROI, ROI... Analytics
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The top tools to help brands listen to their customers’ social expressions, according to Forrester: Synthesio, NetBase, Sprinklr and Brandwatch.
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Not having a fun time with IT? Contact us: we can act as your buffer to get the job done.
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![26 Social Media Monitoring Tools [Reference Guide] - RazorSocial | The MarTech Digest | Scoop.it](https://img.scoop.it/fluNEGeESyV_xkOEdeTF1fL6dadsvGA8m9WNoVsbzkY=)
This scoop comes to you compliments of ineomarketing.com.
Marteq's insight:
h/t to Ragan.com.
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IN TRUTH, 2015 could be the year for listening technologies to become major marketing technologies. IF vendors can truly make legitimate integrations work, and can come up with real business metrics (read: not fan and follower, or even "engagement" counts). AND IF marketers can put serious strategy behind unpacking the insights that come out of social networks. But, nothing I've heard from either side of the aisle makes me think that we're going to see breakthrough in 2015. ► Receive a FREE daily summary of The Marketing Technology Alert ◄
Marteq's insight:
"Real business metrics."
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Digest... Hootsuite Followerwonk Mention Topsy Buffer
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Marteq's insight:
Look familiar? The leaderboard hasn't changed much.
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Marteq's insight:
This one caught my eye and I wanted to get it to you. Expensive and Enterprise-focused, but another example of the power of predictive.
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The World of Social Media Monitoring and Analytics by Douglas Karr on Marketing Technology Blog
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Jackie Carter's curator insight,
August 21, 2014 12:36 AM
11. Writer of this post, Douglas Karr provides an informative resource as a professional in the field of marketing. What I find unique about this resource is the use of info graphs. Info graphs are a non-complex way to convey data and statistics. Info graphs are presented in a way that is easy to read and understand. This article includes fascinating analytics revealing the growth and evolution of social media and the expected future trends for social media analytic tools. I have included this source in my curated list to provide a variety of resources linking to Online Social and Professional Networks.
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Digest... Hashtagr - Map a Universe of Possibilities With Hashtags Hashtagr is a new aggregator tool created by three college students that aims to "connect the world" via a hashtag search engine. The technology aggregates hashtags from platforms including Twitter, Instagram, and Tumblr, and offers an overview of what customers and clients are saying across social media.
Sentiment140 - Read Between the Lines Sentiment140, which analyzes Twitter "sentiment," was created by three Stanford University graduate students as a class project. The "sentiment" analyzed provides users with a deeper understanding of consumer attitudes. Sentiment140 enables teams to understand at a high level how people feel about brands and topics.
Betterific - Stay in Tune With Your Audience Betterific has been described as "the Reddit for customer feedback." According to their mission statement, their goal is to crowdsource innovation. Users post suggestions about how to improve products and services, and other users vote that idea up or down. The highest ranked posts rise to the top.
Topsy - Analyze the Social Conversation Topsy is a global, real-time, data-tracking tool that analyzes the global conversation on Twitter. Last year, Apple acquired Topsy for more than $200 million. The website tracks how often terms are tweeted, identifies influential subject matter experts, and measures the exposure of events or campaigns. The platform also offers a comprehensive Twitter archive, offering the full Twitter history at your fingertips. Topsy Pro is also great tool for regular brand reporting. The depth of analysis means you can easily pull key statistics, trends, and insights out to include in regular daily/weekly reports.
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Marteq's insight:
More than your ordinary social media toolset. These are superb tools to use for measuring the heartbeat of your audience.
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Digest... Unlike leads from days gone by, leads today on Twitter can be from people who don’t even know you or your company exist. They can even come from people who aren’t aware they have a problem that needs solving.
Leads on Twitter and social media today can be a person complaining about their vendor on Twitter, someone saying their server went down on Facebook, someone asking for help on how to do something, or a systems admin commenting about security.
There are a lot of ways to monitor social triggers for lead generation. The key is to know what you’re looking for and what social platform you’re on. Much of this applies across all the social sites.
Generating leads in Twitter or LinkedIn or Facebook isn’t the same as traditional lead generation. It requires an indirect approach. It requires you go find them through listening and engaging.
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Marteq's insight:
About using your social monitoring tool(s) to seek opportunities that are not in front of your face...
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Digest... Use Engagement Data to Test Messaging Social media provides marketers with a cheap and quick way to test messaging with a highly targeted audience. By crafting several messages you can post to social media and measure the engagement levels each message generated with your audience. Running simple A/B tests, poll questions, or even just asking your audience via tweets, LinkedIn messages, or Facebook posts, you can garner insight on the resonance of messages before you invest heavily in one message or another.
Use Social Ads Data to Test Creative The emergence of social ads offers brands access to audience without the efforts of building that audience organically. In addition, most social ad platform include ad optimization as an integral part of the platform. Marketers can utilize these platforms to test ad creative before they roll out major, expensive ad campaigns. Use engagement data to evaluate how well your ads are doing and what creative works better with your audience.
Use Social Trends to Research Keywords Unlike in search, social media provides immediate feedback on keyword trends. Using data from the social networks you can uncover keywords and phrases that are on the upswing before they become completely apparent on organic search and this way create content that will get a head start on organic search. Use tools like Twitter Trends, hashtag research tools, or social media measurement solutions to learn what keywords are getting more traction with your audience and what keyword trends are forming.
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Marteq's insight:
If you have a sufficiently wide audience, social media channels can act as a test bed for some concepts. Consider it a live panel: use it!
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This infographic provides current trends and statistics on social media analytics. ____________________________________________________ ► FREE: AgileContent™ delivers more quality content to your market! Get your FREE 14 Day Trial NOW!: http://goo.gl/rzeg79. No credit card required!
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Marteq's insight:
Limited but covers the categories. h/t to http://www.digitalinformationworld.com
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Key excerpt... Remember, this is a channel that has not been totally ruined by spam -- yet. Customers still trust social media because of its authenticity. But that trust goes out the window once marketers begin unleashing the wrong tools -- like the three types below.
Message automation: Your goal is to provide organic content and conversations that are relevant to influencers and engaged buyers. Automating messages sends the idea that you have nothing of value to say, and what you do have to say is canned.
Auto follow: Following keyword-selected users leads to garbage followers and nothing more. To gain high-caliber followers, you can’t be a stranger at the door -- after all, you’re only let into a house if the resident knows you. Start with a list of influencers within your space, study their audience engagement and produce good content that people want to read. Reach out to your connections with a solid social presence or get a blog article featured through popular channels and encourage readers to follow you. It’s not an overnight process, but the results are worth the effort.
Outsourced social maintenance: Given that your CRM and your marketing automation solutions often have a dedicated admin, you might fall into the trap of outsourcing your social media channel management as well. But you wouldn't outsource your own conversations to a third party -- and that’s exactly what your social accounts are. They are your voice. Stay authentic, and don’t use consultants who promise to boost your social following. It won’t lead to true engagement or advocacy -- only hollow numbers. ___________________________________ -Receive a FREE daily summary of The Marketing Technology Alert directly to your inbox. To subscribe, please go to http://ineomarketing.com/About_The_MAR_Sub.html (your privacy is protected). -If you like this scoop from The Marketing Technology Alert (brought to you by iNeoMarketing), PLEASE share by using the links below.
Marteq's insight:
Not quite certain about #3: with the correct controls in place and the proper direction, this can easily be accomplished by a fully-vetted third party.
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Excerpt... Customers can now monitor, publish, and analyze social campaigns from within their Eloqua environment to help them save time, increase revenue, and achieve modern marketing performance goals. Key highlights include: 1. Campaign ID Integration
2. Enhanced Social Content Promotion
3. Custom Audience Creation ___________________________________
Marteq's insight:
We don't normally scoop product or feature announcements, but this one was interesting for two reasons: 1) the continued integration of social into the MA platform (separate monitoring not necessary) 2) and this quote: "To help marketers overcome this challenge, the Oracle Eloqua team collaborated with our friends from Oracle Social to create and deliver a more comprehensive, scalable, and integrated modern marketing solution." In other words, Dev is working more closely together.
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The B2B buying process is changing. Improve B2B marketing and keep your results ahead of the curve with real-time content, social selling, and more. Key excerpt... 3. Engage your audience with video and YouTube. 85% of the US audience is now viewing video online on a weekly basis, and 37% of B2B customers access videos via mobile devices to research products and services. It’s more important than ever to refine your video strategy to adjust to changing technology and available marketing techniques. And don’t worry if your budget is small but your goals are big—effective video marketing doesn’t require heavy production—just a smart message that’s relevant to your target audience. Watch B2B Video: Best Practices and Techniques to see how Cisco uses video to reach their target audiences.
4. Adopt social selling and monitor buying signals. According to a study by IBM, 75% of buyers are likely to use social media in the purchase process, and when IBM adopted a social selling pilot program, they saw a 400% increase in sales. Wow! But what is “social selling”, at least in the context of digital? It’s pretty simple—leveraging social networks, content, and the entire digital ecosystem to build meaningful connections, nurture relationships, share expertise, and position yourself as credible and trustworthy—all critical parts of the sales process, whether offline or online. (I like Jill Rowley’s deep dive into the topic.)
Marteq's insight:
I skipped the first two as they were BS. The last two are important, and could have an immediate impact on short term results. Video/YouTube can drive prospects quickly, and social monitoring tools can identify quick opportunities. Look to HootSuite for help on this.
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