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10 Brilliant social media video case studies to help give you inspiration - 1 views

  • Brands and businesses seem to love sharing all their case studies for their marketing campaigns these days for a little extra exposure but they also provide a great way to get some extra inspiration for all you marketers out there. We share a brilliant marketing video over on Simply Viral every day and you can browse through the archives of them here but I wanted to highlight what I think are 10 of the best from the last couple of months. If you have spotted any good case studies or have even done one yourself feel free to share them in the comments here because the more we all have the more we can learn and take inspiration from.

Social Media - Social Media: It's All About Results... and How to Measure Them : Market... - 1 views

  • Social Media: It's All About Results... and How to Measure Them
  • In this article, you'll learn...

    • How self-service business intelligence can demonstrate the value of social media
    • Nine best-practices of measuring social media effectiveness
  • Industry analysts are touting self-service business intelligence (BI) as the golden child of 2011. Lucky for marketers, one area that's ripe for self-service BI is social marketing.

    SaaS (software as a service) BI solutions for the cloud are an excellent option for cutting costs and reducing the drain on information technology (IT) departments. The SaaS model has also made BI accessible to more users, paving the way for self-service BI.

    Add to that the introduction of social media metrics, and you have a marketer's dream: a way to determine the holy grail of return on marketing investment (ROMI).

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  • Self-Service BI: What it Means for Social Marketing

    True self-service BI must be timely, relevant to the user, very easy to consume, and highly interactive. Users must be able to personalize it while still allowing for consistency across the organization. It needs to remain focused on specific business processes, such as marketing contact to sales opportunity, and support specific best-practices, such as social media outreach.

  • All that makes self-service BI and social marketing a match made in heaven.

    Many marketers instinctively know the value of using social media channels in their marketing mix. Yet in this still-untracked territory, many struggle to prove that the outcomes of such initiatives are worth the time, resources, and marketing spend.

    BI tools may be exactly what marketers need to demonstrate the value of social media, an endeavor that has proven to be complex and difficult—and beyond the capability of many social-media measurement tools on the market.

    BI is no longer relegated to the realms of business analysts or finance, nor is it limited to BI "experts." The shift toward self-service BI means that anyone can now use it as part of his or her daily decision making, and it's focused on metrics that matter to marketing.

    For example, whether you're doing a survey on Facebook, seeking webinar participation via Twitter, or hosting a group discussion on LinkedIn, you need access to data that show outcomes of marketing campaigns, rather than mere activity reports.

  • "OME": Your New BFF

    The addition of social media to the marketing mix means that BI solutions need to aggregate and analyze more sophisticated performance metrics, particularly since the number of data sources and associated activity metrics continues to grow.

    Because more business is being conducted online, marketers are increasing their focus on social media and online marketing to take advantage of websites, search engines, and paid search to attract and engage prospects. There's no question that you're constantly tasked with improving the effectiveness of online marketing and showing the business value and ROI of online marketing campaigns.

    But how?

    Activity measures, such as the number of fans or followers and mentions, are a starting point for understanding whether social media initiatives are generating interest. However, calculated performance metrics, such as feedback rate (number of comments divided by the number of pageviews), provide better context. Outcome measures, such as referred website visits that result in a goal completion, show true business value.

  • You can extend that approach by relating costs to sales outcomes (number of leads, number of opportunities, cost per conversion, cost per opportunity), which starts you down the path toward true marketing ROI. Such information can be achieved by combining outcome data with CRM data to show metrics like incremental sales, and with ERP data to show incremental revenue and profit.

    Though you may have used tools that track site visitors, bounces, and even bounce rates, those metrics alone are quickly becoming useless and obsolete because there are so many other factors to consider.

    A bounce rate is a percentage that doesn't tell you enough. You may have a zero bounce rate on a page... but if there was only one visitor to the page, that low bounce rate quickly loses its luster.

  • Instead, a weighted metric based on the number of visitors to a page, the number who stayed for a reasonable amount of time, and the number of visitors who viewed consecutive pages, provides more useful and actionable insight. Such weighted metrics also help to provide complete context of the outcome, including the drivers that affect that outcome.

    For example, consider what I call overall marketing effectiveness, or "OME." That is a measure that can be tracked over time to show a composite view of marketing campaign effectiveness. OME is composed of "attraction," "engagement," and "conversion."

    Overall Marketing Effectiveness (OME) = Attraction x Engagement x Conversion

    Attraction is a measure of bringing visitors to the Website; for paid search, that would be click-through ratio. Engagement measures the percentage of visitors who stayed and engaged, based on time spent, number of pageviews, etc. And conversion tracks the percentage of visitors who completed designated website goals—converted to qualified leads, became sales opportunities, closed orders, etc.

  • Best-Practices for Measuring Social Media Effectiveness

    Today, marketers can benefit from BI solutions that focus on the context of outcomes, improving decision-making and, ultimately, driving incremental revenue and profit. As you work to improve online marketing effectiveness, consider the following nine best-practices:

  • Measure all your online initiatives to show activity, outreach, engagement, and most important, outcomes (goal completions, lead and opportunity conversion ratios, and cost-per-conversion).
      • Even better, track all the way through to incremental sales, revenue, and gross profit driven directly from online marketing.

    * * *

    Imagine the power of having "right-time" insight into your social media campaigns and being able to instantly alter their focus, rather than simply tossing meaningless numbers at your boss.

    Business intelligence for social marketing—via easy-to-use tools like interactive dashboards and budget-friendly SaaS solutions—can help marketers create and demonstrate greater value in their social media outreach campaigns.


Pepsi Hits 'Refresh' on Donor Project - - 0 views

  • PepsiCo Inc. is revamping a charitable-giving program created to boost its corporate image and sales of its flagship cola but marred by complaints of vote-rigging and other irregularities.
  • Pepsi will get rid of the Refresh Project's biggest $250,000 grant category—the main draw for large organizations and many alliances. It will also limit to five (down from 10) the number of causes for which voters could cast ballots each day. Starting in May, it will award nearly twice as many smaller grants of $50,000 or less, which tend to be sought by smaller groups.
  • Pepsi is eliminating the categories of environment and health, which attracted health-advocacy groups that formed alliances, and whose causes Pepsi says didn't always reflect the lighthearted nature of its brand.
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  • Pepsi also is implementing a lottery system to select charities each month to eliminate the first-come, first-served practice that rewards savvy applicants who submit ideas within seconds of the registration opening.
  • The changes are meant to make the second year of the Refresh Project more democratic and in keeping with the "optimistic and fun" spirit of Pepsi-Cola, said Jill Beraud, chief marketing officer for PepsiCo Beverages America.
  • Early grant winners included cheerleading squads for disabled students and a project to make school bus windshields more aerodynamic. Bruce Springsteen and pop star Rihanna asked fans to vote for their pet causes, and charities cheered the emergence of a new source of funding in a tight economy.
  • Ms. Beraud said the Refresh Project is already the best-known online charitable giving program, recognized by a third of consumers. "The whole notion of allowing consumers to have a voice is really the wave of the future," she said.
  • Independent bottlers say they hope the changes will help sell more soda. "People feel good about [Refresh] and I think it's neat, but it doesn't translate to, 'I'm going to buy Pepsi,'" said Brian Charneski, who leads a cooperative of 16 independent Pepsi bottlers in the Pacific Northwest.
  • Indeed, many voters and grant winners say they don't generally buy soda. Don Evans, who runs a Vancouver homeless shelter that won a $25,000 grant in October, said his clients would have had no place to store their belongings were it not for the Refresh Project. But the shelter doesn't serve soda, and Mr. Evans says he doesn't even drink it.
  • Ms. Beraud said the Refresh Project is exceeding Pepsi's goals for engaging consumers. More than 76 million votes have been cast and the program has been featured in thousands of local newspapers and television stories which praised Pepsi for creating an innovative social-media program.
  • Pepsi is so enamored of the Refresh Project that it plans to expand it to China and parts of Latin America this year.
  • PepsiCo shares are up 8% in the past year, but have been outpaced by shares of rivals Coca-Cola Co., up 15%, and Dr Pepper Snapple Group Inc., whose stock is up 26%.
  • Pepsi believes that the Refresh Project will help it sell more soda. "We always expected that sales would come over the long term," Ms. Beraud said.

Advanced Segmentation Triples One Brand's Click Rate, Produces Click-To-Open Rate 2.7 T... - 0 views

  • As an interesting case study to the importance of segmentation in email marketing, one brand considerably improved the success of its email campaigns by sending out over 130 versions of its newsletter.
  • The brand, “HealthyPet,” which produces email and direct mail appointment reminders and educational content for over 4,000 veterinarians nationwide, launched its advanced segmentation campaign in January 2010, and has since seen its unique click rate triple, and its click-to-open rate go 2.7 times higher than a year ago.
  • HealthyPet decided to segment its database by age of pet and tailor the content of its newsletters accordingly.
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  • While it took some time to setup the initial segmentation, HealthPet says maintaining it takes minimal effort.  “We get the information from our veterinarian customers,” the company said, “and it’s automated from there.”
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