November 23, 2015 by
If you can’t measure it, you can’t manage it – Peter Drucker
- 87% of marketers want to know how to measure their return on investment for social media activities (source: Social Media Examiner)
- 85% use social networks in some way; only 14% tie financial metrics to it. (source: AdAge)
- Only 8% of companies say they can determine Return on Investment (ROI) from their social media spending (source: Econsultancy)
Social media analytics is the practice of gathering data from blogs and social media websites and analyzing that data to make business decisions.
Do social media analytics help determine ROI from social media activities? Here are 7 case studies where social media analytics pay off.
- BARCLAY’S: Launched a mobile banking application called PingIt. In the days following the launch, Barclays made significant changes to the app as a result of real-time social media analysis. The sentiment analysis showed although the app was very well received, a small proportion of mentions were negative. It was quickly apparent that many users were unhappy that the app didn’t work for under 18’s. It wasn’t only teenagers that were unhappy, but also parents that couldn’t transfer money to them. This could easily create a PR disaster, but the data allowed Barclays to act quickly. Within the week, 16 and 17 year-olds were given access to the app, showing that Barclays were responsive to customer feedback.
- KEEN: An outdoor shoe manufacturing company based in Portland, Oregon with a well-respected brand and a strong and loyal following, built a social analytics framework to help understand social media campaigns, The framework included metrics such as Aurthorship, Reach, Engagement, Sentiment, Influence and Effect. Keen established Key Performance Indicators (KPIs) that traced back to business objectives. Page Likes increased by 92%, Post Reach increased by 342% and Post Engagement increased by 137%.
- LIPSY LONDON: a British women’s fashion brand, used social media analytics to look for linguistic pattern on how potential customer behave online to focus on engaging the right customers at the right time in their purchase journey. This was used to shape the paid and natural search strategies as well as a display campaign. This generated a 350% increase in revenue, 1,500 new unique users and over 8,000 visits to date.
- ROXY THEATER: A music theater in West Hollywood, California where Bob Marley, The Clash and Bruce Springstein, among others, had played. They used TweetReach to measure the number of people their Tweets reach, as well as the number and quality of Retweets. They also used Klout, which helped them compare their efforts to similar businesses. They used the numbers in a TweetReach report to demonstrate to a talent buyer that they could reach a larger potential audience through Twitter so they could stop advertising in certain local publications. AOL City’s Best just named The Roxy as the best live music venue in Los Angeles. They just passed 100,000 Facebook followers and have nearly 50,000 Twitter followers.
- SAMSUNG: Had no scalable business model for integrating social media with customer support, plus no way to track building PR crises. They identified relevant keywords and major influencers, advocacy and community involvement. They established benchmarks for content volume around keywords and sentiment levels. Within 2 months, they had 325,000+ targeted product conversations tracked to establish benchmarks and 1 PR crisis alerted, processed and managed.
- TOMS SHOES: On April 10th thousands of people around the world ditched their footwear for TOMS Shoes annual “One Day Without Shoes;” a campaign aimed at showing the impact a pair of shoes can have on a child’s life. It is heavily rooted in social media – supporters share experiences by Tweeting the #withoutshoes hashtag. When they broke down the data hour by hour on 4/10, they saw the support building throughout the day and then sustaining with a large spike in to the evening. Drilling down, Toms saw how the campaign drew in major celebrities, media, and influencers along with international support during this period.
- YALE: Started a Tumblr blog to create, preserve and disseminate knowledge through infographics, online Q&A’s and educational content. They used social analytics to improve content strategy, determine the best time to post and identify influencers who are sharing their Tumblr posts. The Tumblr campaign increased followers by +142% and achieved more than 1,200 notes with two posts.
Do these case studies prove the value of social media analytics to you? Does your company need help understanding and establishing a framework for social media analytics?
September 27, 2014 by
This is my 239th blogpost. That may be more than some, but not as many as other bloggers I know.
Like others, this blog began as an outlet for expression. I was starting a business. Like others who have followed this path, I said if not now, when. Only the when was in the midst of the worst recession since the great depression. This blog became a way of coping and putting values and beliefs out there when not much was coming in.
Writing helped me through hard times. Circumstances improved. Today, this blog is one of our most valuable assets for a full service digital (digital, social, mobile) consultancy and agency that build brands using proven relationship principles and ROI.
Research shows I’m not alone. How? Here are 10 studies that show writing helps health and well-being.
- PUTS YOU IN TOUCH WITH YOURSELF: Scientific evidence supports that journaling provides unexpected benefits. The act of writing accesses your left brain, which is analytical and rational. While your left brain is occupied, your right brain is free to create, intuit and feel. In sum, writing removes mental blocks and allows you to use all of your brainpower to better understand yourself, others and the world around you. – PyschCentral
- MAKES YOU MORE OPTIMISTIC: People in a study who expressed gratitude in writing once a week for two months were more optimistic about life (and, interestingly, exercised more), compared with people who didn’t. – Harvard Business Review
- REDUCES STRESS, AIDS IMMUNITY: Writing about difficult, even traumatic, experiences appears to be good for health on several levels – raising immunity and other health measures and improving life functioning. – American Psychological Association
- SPEEDS HEALING: Writing down your thoughts and feelings after a traumatic event can actually make physical wounds heal faster, according to a study from New Zealand researchers. – Scientific America
- INCREASES RESILIENCE: Studies show that writing during difficult times may help you find meaning in life’s challenges and become more resilient in the face of obstacles. – University of Minnesota
- HELPS YOU SLEEP BETTER: Spending just 15 minutes a night writing down what you’re thankful for could do wonders for your sleep, according to an Applied Psychology: Health and Well-Being study. Researchers found that study participants who wrote down a list of things they were grateful for before bed experienced longer, and better, sleep. – Psychology Today
- DECREASES ILLNESS: In one study, five months after writing, a significant interaction emerged such that writing about trauma, one’s best possible self, or both were associated with decreased illness compared with controls. – Southern Methodist University
- REDUCES DEPENDENCE ON DRUGS AND DOCTORS: In a study of college students, one group wrote about personally traumatic life events for 15 minutes on four consecutive days. The other group of students wrote about trivial topics. Compared to those who wrote about trivia, the students who wrote about traumatic experiences used fewer pain relievers over the next six months. They also visited the campus health center less often. – Aetna
- HELPS CANCER PATIENTS THINK DIFFERENTLY ABOUT THEIR DISEASE: A study showed that expressive writing could help cancer patients not only think about their disease in a different way, but also improve their quality of life. – The Oncologist
- IMPROVES OVERALL HEALTH AND WELL-BEING: Participants who wrote about their deepest thoughts and feelings reported significant benefits in both objectively assessed and self-reported physical health 4 months later, with less frequent visits to health centers and a trend towards fewer days out of role owing to illness. – Pennebaker Study
In many of these studies, participants wrote for as little as 15 minutes a day but did it regularly. Is this investment in writing worth it for your health and well being?
July 06, 2014 by
Content marketing is the marketing technique of creating and distributing relevant and valuable content to attract, acquire, and engage a clearly defined and understood target audience. Content marketing subscribes to the notion that delivering high-quality, relevant, and valuable information to prospects and customers drives profitable consumer action.
How important is content marketing to profitably running a business?
The marketing decisions any company on the internet has to make is how to invest between “owned,” (a website, video, CRM system), “earned,” (communications that commented, liked and/or shared) and “paid” (ads – search, display, banner, native) properties. Anything a company can do is going to fit in one of these areas.
What sort of return should your company expect from content marketing investments in these areas? Here are 30 hard facts about the content marketing to drive ROI.
- 93% of B2B marketers report to using content marketing in their marketing mix (source: Custom Content Council)
- 90% of consumers find custom content useful and 78% believe that organizations providing custom content are interested in building good relationships with them. (Inbound Writer)
- 86% of B2C marketers include content marketing in their marketing mix (source: Content Marketing Institute)
- 81% create content for social media (source: Custom Content Council)
- 73% of B2B organizations have a person dedicated to overseeing content marketing strategy (source: Content Marketing Institute)
- 61% of consumers say they feel better about, and are more likely to buy from, a company that delivers custom content. (Custom Content Council)
- 58% of B2B marketers are planning to increase their budgets on content marketing in the next 12 months (source: Content Marketing Institute)
- 55% of B2B marketers are planning to increase their budgets on content marketing in the next year (source: Custom Content Marketing Institute)
- 40-40% are expecting to increase their output for web updates, SEO content and social content next year (source: Custom Content Council)
- 30% of B2B budgets are currently allocated to content marketing (source: Custom Content Council)
- 28% of B2C budgets are currently allocated to content marketing (source: Custom Content Council)
- 43.9 billion was spent on custom content spending on production and distribution last year (up 9.2% versus the previous year) (source: Custom Content Council)
- 97% of websites with blogs see more indexed pages on search engines (source: Content+)
- 82% of consumers trust a company more when the CEO/leadership team are active social media users (source: TopRank)
- 82% of marketers who blog see positive ROI for their inbound marketing (source: HubSpot)
- 70% of people want to learn about product through content rather than traditional advertising (source: Business Intelligence)
- 67% more leads per month on average are generated by B2B companies that blog than non-blogging firms (Social Media B2B)
- 50% of buying decisions are made because of word of mouth (source: Content+)
- Roughly 50% of marketers struggle with producing enough content, and producing content that engages (source: Content Marketing Institute)
- 23% of all time online is spent on social media and blogs (source: Content Marketing Institute)
- 10-20% of website content drives 90% of it’s web traffic; 0.5% of that content drives over 50% of traffic (source: Inbound Writer)
- 27,000,000 pieces of content are shared each day (AOL)
- Top 3 reasons people follow brands on social media are interesting content (Content+)
- Blogs give websites 434% more indexed pages and 97% more indexed links (Content+)
- 79% of marketers report that their organizations are shifting to branded content (source: Forrester)
- 77% of business buyers prefer different content at various stages of the product research process (source: SalesForce)
- 72% of Marketers think that branded content is more effective than magazine advertisements (source: Content Council)
- 69% say it’s superior to direct mail and PR (source: Content Council)
- Content marketing costs 62% less than traditional marketing and generates about 3 times as many leads (source: Business Marketing Insider)
- 62% of companies outsource their content marketing. (Mashable)
- three content marketing tactics that deliver the highest ROI are featured articles (cited by 62% of marketers), video (52%) and white papers (46%) (source: eMarketer)
To understand the anatomy of content marketing, below is an infographic from Content+.
Do these facts convince you content marketing could change your ROI?
June 07, 2014 by
Can you teach an old dog new tricks?
If the old dog is the C-suite and competency in digital are the new tricks, the jury is out. But the C-Suite wants to learn. That’s according to three sources: IBM Global C-Suite Study, MIT Sloan Management Review and Gartner Digital Marketing Spending Survey.
What in particular? Here are 23 lessons in digital the C-Suite wants to learn.
- 94% of CMO’s believe advanced analytics play a big role in helping them realize their goals (source: IBM Global C-Suite Study)
- 87% of CMO’s want to integrate cross-channel touch points (source: IBM Global C-Suite Study)
- 83% of CMO’s want to put analytics in place to capture customer insights (source: IBM Global C-Suite Study)
- 79% of CEO’s plan to build digital ecosystems capable of supporting complex customer interactions (source: IBM Global C-Suite Study)
- 78% of executives and managers say achieving digital transformation will be critical for their organization within two years (source: MIT Sloan Management Review)
- 78% want social networks to foster collaboration (source: IBM Global C-Suite Study)
- 70% of marketing organizations have a chief technologist on payroll; 80% of them report to marketing (source: Gartner Digital Marketing Spending Survey)
- 69% want a digitally enabled supply chain (source: IBM Global C-Suite Study)
- 67% of CMOs feel under prepared because they have made very little progress in coping with social media (source: IBM Global C-Suite Study)
- 64% say the pace of technology change in their organization is too slow (source: MIT Sloan Management Review)
- 63% of CMO’s say their companies lack a cohesive social media plan (source: IBM Global C-Suite Study)
- 53% indicate their leaders say they “don’t have time” for digital transformation (source: MIT Sloan Management Review)
- 52% say their organization doesn’t even know how to proceed with digital transformation (source: MIT Sloan Management Review)
- Up to 50% of digital marketing activities are outsourced (source: Gartner Digital Marketing Spending Survey)
- 45% of C-Suite executive say they are highly or somewhat dissatisfied with their management structure for digital (source: MIT Sloan Management Review)
- 41% of savings from digital marketing are reinvested (source: Gartner Digital Marketing Spending Survey)
- 40% say their company resists digital transformation with a “this is the way we’ve always done it” explanation (source: MIT Sloan Management Review)
- 38% say digital transformation is a permanent fixture on their CEO’s agenda, and only 36% say their CEO has shared a vision for digital transformation with employees (source: MIT Sloan Management Review)
- 27% say the critical time to implement digital transformation has passed— meaning they’ve missed the boat and are now just trying to survive (source: MIT Sloan Management Review)
- 25% of companies will have a chief digital officer in the C-suite by 2015 (source: Gartner Digital
- 23% of respondents fear they’ll lose influence in their organizations if they push for a digital transformation (source: MIT Sloan Management Review)
- Only 15% of companies rank in the “most mature” stage of digital transformation, while 65% are considered “least mature” (source: MIT Sloan Management Review)
- Only 14% says they are highly satisfied with the management structure for digital (source: MIT Sloan Management Review)
If you’re in the C-Suite and want to improve your company’s digital competency, consider a Mini-MBA in digital marketing at Rutgers Executive Executive where I teach or a University of California Extension Courses. Or just get in touch with me.
Does this convince you the C-Suite wants to learn digital? Do you think you can teach an old dog new tricks?
May 24, 2014 by
(full infographic below)
There are differences marketing to a business versus marketing to a consumer.
When you market B2B:
- Decision making is based more on logic than emotion
- Cost of a sale is more expensive
- Time to make a sale takes longer
- Businesses work to streamline the buying process to save time and money
- Multiple people are involved in the process
Maybe for these reasons, many people think social media marketing cannot work in B2B like it is in B2C, or does not work in general.
If you need convincing, here are 15 B2B case studies that prove Social Media ROI.
- ADP: Developed a content marketing campaign to connect and engage with their target audience on a ADP solution using white papers and a diagnostic assessment tool. The campaign generated over $1 million in new sales opportunities with several deals closed within the first 3 months of launch.
- CISCO: Has long been engaged in social media activity, often running campaigns alongside its ongoing engagement strategy. To demonstrate the extent to which this has impacted the company, it launched a new router using only social channels and saved an estimated $100,000.
- CROWE HORWATH: the public accounting firm used 48 pieces of content in 4 different topic areas, this campaign targeted C-level prospects in financial institutions with $1 billion or more in assets across the buying cycle. Content tactics included: executive briefs, case studies, infographics, checklists, Q and A, and Brainshark video. 778 contacts were engaged with a 70% open rate (vs. 10%), 2 engagement worth $250k in revenue.
- DEMANDBASE: A B2B marketing cloud, helped B2B marketers make the right content technology investment by using a white paper, infographic, webinar, Slideshare and a live presentation to spotlight tools that can maximize the power of content. The results of the campaign generated 1,700 leads, 125 webinar participants, 5,000 views on Slideshare and $1 million in new business.
- FISHER TANK: Makes giant, above-ground welded steel tanks. With clients in the fuel industries, waste water, pulp & paper and other industrial and municipal areas, projects tend to be big (multi-million dollar) and take a long time to sell (12 months and longer). For more than 60 years, the company has made its sales primarily through cold calling and referrals from existing clients. So it took some moxy to launch a content marketing strategy online. The plan including sprucing up the website, integrating a blog and social sharing, and offering some valuable content by free download. The campaign increased web traffic by 119%, traffic from social media by 4800%, lead conversions by 3900%, quote requests by 500% and new qualified sales opportunities by $3.4 million.
- IBM: developed a social sales program for their inside sales team. They identified their target audience and monitored social media platforms for relevant topics and conversation. The company trained their sales team to nurture online relationships and drive prospects to team members’ websites. As a result of this focus on social sales and personnel training, IBM saw a 400% in sales.
- LINKEDIN: Had to be convert to social selling. After the release of tools such as Sales Navigator and TeamLink, LinkedIn’s own sales team began seeing significant results. Ralf VonSosen, the company’s head of marketing for sales solutions notes, “We started seeing a 50% increase in leads to meeting conversion rates.”
- LOGICALL: A company that focuses on inbound and outbound customer management solutions, uses content assets such as emails, microsite and ebook, Logicalis developed a thought leadership effort that supported sales teams by enabling custom messaging based on the prospects interaction with the campaign. With a target audience of about 2,000, nearly $8 million in new pipeline business was closed.
- MAERSK: Danish shipping company Maersk first began using social back in 2011 to raise brand awareness, gain insight into the market, increase employee satisfaction and get closer to its customers, It focuses on the stories that emerge from within the business, such as how it is helping fuel a boom in the sale of Kenyan avocados and where its staff come from. Its presence on each network is tailored to that platform, so for example on LinkedIn it promotes job vacancies and publishes articles about the work culture within the business, while on Instagram it encourages followers to post photos of its ships using the hashtag #Maersk. Maersk now has more than 1.5m Facebook fans (of which around 15% are customers) and 12,000 Twitter followers, as well as active accounts on Instagram, Tumblr, YouTube, Google+ and
- OPENTEXT: A software solution for enterprise information management, created a personalized new customer onboarding site offering a variety of assets (white papers, checklists, product pages, ebooks, case studies) and content to welcome new clients and provide upsell, cross-sell opportunities. The campaign also included a two phase nurturing program. 1,700 new contacts were identified along with 31 new opportunities worth $1.8 million.
- OPTUM: A health services business, created an integrated marketing campaign to support the launch of a new solution, support sales and build thought leadership. The content marketing mix included: advertorials, display ads, email, direct mail and a campaign website. The successful campaign earned a 23.5 lead to conversion rate, 475% increase in website traffic, 2,500+ resource downloads, 28% increase in YoY blog followers and $52 million in contract value of new business with less than $ 1,000,000 invested.
- RS COMPONENTS: The electronic product distribution company created a specific social hub, spanning four different languages, having the purpose of being a collaboration and engagement hub for Electronic Design Engineering. One of the centrepieces of the site is the free tool store, which includes a free design tool that’s been downloaded more than 60,000 times and the site itself gathered more than 45,000 members within its first 12-month period.
- SAP: The global strategy was aimed at enabling cross-cultural information to be efficiently shared around the company. SAP Latin AmericaOne year after implementing this strategy SAP Latin America had more than 100,000 fans and followers (an increase of 900%) and achieved a 17% interaction rate across the region, while a campaign featuring a social app targeting specific buying centers drove more than 12,000 visitors and a 15% engagement rate. has four Facebook pages, four Twitter feeds and two LinkedIn accounts. These profiles are split out by language (e.g. Portuguese and Spanish) rather than country and aim at achieving a split of 20% promotion material vs. 80% of interesting, engaging content for its community.
- SHIPSERV: It’s difficult to imagine the maritime industry getting to grips with social media, but Shipserv one of the leading industry marketplaces, proves that in can be done very successfully.As part of a wider marketing strategy and customer engagement strategy, various social approaches were taken, resulting in greater site traffic, alongside increased brand awareness and lead opportunities.From an initial $30,000 social media marketing investment, it’s estimated the overall results achieved would have cost more than $150,000 through traditional media.
- XEROX: Created a targeted “Get Optimistic” campaign to connect with 30 top accounts and partnered with Forbes to create a magazine that offered relevant business tips. 70% of targeted companies interacted with the microsite, readership increased 300-400% over previous email campaigns, added 20,000 new contacts, generated 1,000+ scheduled appointments, and get this: yielded $1.3 BILLION in pipeline revenue.
If you need more convincing, you can download my complimentary eBook, 166 Case Studies Prove Social Media Marketing ROI. It’s free with just a just a click on the sidebar of this website. No information is required. It’s been downloaded by over 100,000 people so far. Or you can view the infographic below.
Do this case studies convince you? Does your business need help proving Social Media ROI?