Tag Archives: social strategy

To Grow Your Social Marketing Budget, Determining ROI Is a Critical Job Skill

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Written by Nadia Uddin, Client Solutions at Chirpify

“We’re the red-headed stepchild.” My friend Dave, who is a global social director at a major fashion brand, lamented as we commiserated over oysters and drinks at Island Creek Oyster Bar in Boston (a must to visit if you’re ever in the area).

No offense to red heads or step children, but the phrase has meaning, especially among social media teams at big brands. And Dave isn’t the only one who feels this.

Most social media directors have difficulty proving the value of social media marketing at organizations. Sure they can measure it, but they cannot attribute it back directly to things like sales. With Dave’s case, his brand has some of the largest social media followings of any company, and fans around the world post pictures of the product, like, share, re-tweet all to the millionth degree with no incentive to do so, only because they love it. But, when it comes time to ask for budgets for staffing, marketing programs, and the like, Dave’s got an uphill battle because he can’t offer a solid ROI.

“From the outside looking in, we’re perceived as best-in-class in social. But behind closed doors, our company has gone bankrupt two times already. We really need to prove that we drive the business,” says Dave, who often times is asked to dumb down his presentations when explaining social to his colleagues. “There’s always an elephant in the room about the business meaning of a ‘like’.”

Luckily, Dave’s got hope. I shared the following ways to prove social media ROI based on what I’ve seen from my clients—it all comes down to understanding what the business values.

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Start Gathering Emails

TaylorMade knows for sure that once someone signs up for a brand email, they’re on that path to purchase and becoming a loyal customer. And even Craig Brommers, SVP of marketing for Abercrombie and Fitch said that loyalty club members are, on average, six times more valuable than nonmembers, and the top 10% of club members purchase eight times per year. Which means there’s value in an email.

While Dave is in no way connected to his brand’s email program or has knowledge of the ostensibly complex systems, he can work on a series of promotions on social that will ask his social media followers for emails in exchange for brand relevant things like content and prizes. TaylorMade did a series of bursts just like this on social, and within a course of a year, was able to hand over more than 60,000 emails to the CRM team. This left little question on whether social media marketing delivered value to the business.

Help with Ad Targeting

Promotions on social media can offer an opportunity to gather social media identities such as individual handles on Twitter, Facebook, and Instagram. Those handles can then be fed into ad buying systems, which then can target the ads on the applicable social media channels. The handles themselves can be targeted, as well as friends of those handles. For the media buying department at Dave’s company, this would help them deliver proven ROI, such as click-throughs. By connecting better click through rates to those handles who participated in the promotion, then the reasoning and value of doing a promotion on social media increases.

Find Out Which Social Media Followers are Customers

To give you another example, one retailer I worked with wanted to know which subscribers of their list were also following them on social media. To do this, they offered their email list subscribers a special if they tweeted a special hashtag. The tweet intent was embedded in the email, so once the subscriber responded to the call-to-action directly from the email, we were able to get their social handle. From there, we compared their social handle to their Twitter followers and was able to discern which followers were customers as well. This helped the strategy team figure out which customers were the most valuable based on spend and advocacy.

As I talk to more and more friends like Dave, it’s becoming clear that to fight and win more budget for social marketing, brands need to show how their budget is bringing real business returns. Connecting the dots between social handles, email, the customer journey and ultimately sales is becoming a critical career skill for in-house social strategists.

Embracing the Mobile Movement & the Rise of the Multi-Screen Campaigns

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Brace yourselves because we are all part of the mobile takeover. Consumers are progressively moving daily routines away from the desktop and on to their mobile devices. These routines include browsing social media platforms, checking favorite apps for updated and tailored information and even completing purchases right through their smartphone or tablet screens.

Marketers and Advertisers are recognizing this trend as well.  91% of advertisers polled by Jivox, a data company, said their company will spend more on mobile ads this year. Despite this massive mobile push, a large cloud of uncertainty looms over this major shift in spending. Below we will detail the perceived benefits of using multi-screen campaigns and how Chirpify meets or even exceeds those benefits. Following that, we will address the “fears” of the mobile movement and how Chirpify can ease those pains.

Highlighting the Benefits

40% of advertisers surveyed felt that the biggest benefit to a multi-screen campaign was it’s ability to extend a campaigns reach. Over here at Chirpify, we couldn’t agree more with this statement. We have been able to extend the reach of our clients social campaigns on marketing channels such as billboards, TV and as far as in-venue events. After activating a multi-screen campaign, 76% of the advertisers felt as engagement rate was the top measurement to report. While engagement is a very important statistic to measure, Chirpify takes it a step further by measuring which engagements directly correlate to revenue. Conversion rates measurements takes a step beyond conversations and provides valuable data on ROI from multi-screen campaigns.

Squashing the Fears

A shocking 51% of the advertisers that aren’t running a multi-screen campaign felt that the biggest thing holding them back was a lack of viable technology. Chirpify provides support where that lack of technology is currently frustrating marketers. Our Marketing Conversion Platform successfully enables multi-screen campaigns while capturing a wide array of key metrics. The biggest hurdle for advertisers, audience tracking, also falls under the umbrella of Chirpify abilities. Of the those surveyed, 33% felt as this was the most significant hurdle in running a  multi-screen campaign. Our platform creates the ideal two way street for brands by benefitting engaged consumers and also capturing key consumer profiles for a brand’s CRM.

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With a number as high as 91% shifting ad dollars to mobile, we want to assure you that there is method behind the madness. Chirpify serves as the bridge from tradition to innovation with multi-screen campaigns. Our goal is to help brands ease into and eventually fully embrace the mobile movement.

3 Ways to Drive Revenue Through Social Media

The never-ending discussion around Social Media ROI has morphed into several definitions over the past couple of years. Where it becomes particularly interesting is during the holidays, when brands and companies use social as a channel to drive people to make purchases more than any other time of the year. Before the 2014 holiday season comes and goes, it’s time to lay out the groundwork for how brands will drive direct revenue on social- and it’s not just about referrals anymore.

People are shopping via their mobile devices so it’s no surprise that channels like Pinterest and Twitter were among top referrals to the eventual purchasing funnel last year. One study found that consumers are 71% more likely to make a purchase based on social media referrals- but why not make the purchase (or any sort of brand-to-consumer exchange) directly in social? The odds of a purchase greatly increases when you create a shortcut for the consumer.

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1. Direct commerce

Then: This usually works by promoting a particular product or sale and linking from social to a microsite or product page. Brands have placed value on trackable referral links from social to determine if social consumers follow through with purchases. This has mostly been dependant on social discovery- not commerce.

Now: Rather than driving people away from social channels- brands can now use Actiontags for in-stream commerce. These are specific hashtags that brands can promote within their campaigns that consumers can use on Facebook, Twitter and Instagram to actually make a purchase (#buy #newproduct). This is similar to #Amazoncart but works across social channels and is accessible to brands’ individual marketplaces. By keeping the transaction process within social, conversion rates are often much higher.

2. Discounts and Promo Codes

Then: You often see brands offering special holiday promotional codes that may be unique to their social followers or email subscribers. This allows insights in determining where your customers are that are most likely to make a purchase. By individualizing codes, you can learn which channels drive more purchasing, but you still can’t connect the social ID to the purchase- something become important for digital targeting.

Now: Brands can offer a promotional code to social media users who ask for it. Instead of a silent click on a promotional link, brands are asking their social and email audience who want a code. Those who opt in, using Actiontags (#want #promo) instantly get replied to with the code and a link to continue to their purchase. This way brands can pin-point their shoppers within their audience, create direct dialogue with their participating consumers and amplify your brand message at the same time- as all followers of those who opt-in will also see the message.

3. Data, Data, Data

Not a direct form of commerce from social media, but companies are now starting to put a high price on knowing who their most engaged and likely-to-purchase social followers are. Leading up tp the holidays, brands should know what their audience wants from them in social and which channels work best for generating sales. Knowing whether your audience wants good content, good deals, or product exclusives can set you up for success during the holiday season.

»sMajor brands are already starting to plan what their social and email strategy will be leading into Black friday and holiday shopping.  If they test now, they can put their learnings to use and turn insights into strategies.