ROI of Social Media

Customer experience matters. It matters for satisfaction and advocacy. Research found that organizations that have a well-understood definition of customer experience are twice as likely to beat their profit targets than those that do not.

If you want to use these four platforms (Facebook, Twitter, FourSquare & YouTube) to connect to the audience, these are tip you will find useful

"Facebook ads can't and shouldn't be characterized as upper or lower-funnel"

Interesting article on where FB belongs in purchase funnel activity

"The FMCG giant has already begun to implement an evolved international retail marketing strategy. Its guiding principles now entail rolling out fewer, but more substantial, new items and brand extensions. "

Great article on the way global CPGs are approaching a new paradigm in marketing

Jeremiah Owyang is a real thought leader in this space - I encourage you all to follow his posts

"when consumers were exposed to both brand-specific search results and social media, search clickthrough rates increased by 94%, indicating the investment in social media can help marketers to better influence consumers "

Substantial support to the investment in social alongside traditional

"American Express has developed a simple app that can turn Foursquare's "check-in" feature into a highly secure method for its cardmembers to complete transactions or participate in local store promotions. "

"What should you measure? I recommend using a combination of rankings and analytics data (including ecommerce and/or goal data). But whatever you do, make sure your measurements clearly gauge the area you're trying to improve."

"The study finds "zero statistical correlation between media expenditures, either total or digital, and brand sentiment." The creative-feel and message-look drives positive buzz around a brand, along with how companies spend ad budgets."

"ads placed on long-tail sites-those with an overall reach smaller than 1.5% of the internet population-had a significant lift in clickthrough rate compared with ads on larger web properties. " What this means is that the long tail is more effective than the sort term in generating click thru for ads - 48% better for B2B contacts

When is an ad not an ad?  When a corporate video is so nicely done and contributes to the conversation.  

Dollar for dollar, you are actually going to receive more branding, and more impression impact, using streamed endorsements on Facebook and Twitter, than people seeing an ad on Facbeook, because the engagement rate is so much higher,