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Ashley Zeckman

Online Marketing News: Facebook Ads = Massive ROI, Bing VS. Google, Social Media Measurement, Rise of Mobile+Local

Ashley Zeckman on Sep 14th, 2012     Online Marketing, Online Marketing News

How Airlines Have Taken Flight with Social Media

This infographic from Mashable shows just how social airlines have become over the past few years.  How does one of the top airlines fair socially  (at the time this infographic was created)?

American Airlines

  • Twitter – Following: 413
  • Twitter – Tweets: 1,231
  • Twitter – Followers: 42,985
  • Facebook – Likes: 325,045
  • YouTube – “United Breaks Guitars”: 10,771,568

Trials Show Facebook Retargeted Ads Deliver Massive ROI
According to reports, Facebook’s new cookie-based real-time bidding retargeted ads program is showing an ROI of up to 16x’s what is being spent.  Initially revealed in June there was buzz that the ads were performing very well.  Now the data shows that these new ads may be cheaper, get higher click through rates, and have higher post-click conversion rates than retargeted ads on other exchanges including Google’s AdX.  Via TechCrunch.

Lee Odden

Social Engagement ROI & the Value of Exchange

Lee Odden on Feb 27th, 2012     Online Marketing, Social Business, Social Media

Social Media Engagement & ROIHow do you measure your online marketing performance? What are your goals, your KPIs and how do you measure ROI? These are pretty common questions in the world of social media marketing.

As companies evolve their people, process and technology to attract, engage and inspire customers through content, I think attention on a broader view of the value that is created warrants consideration.

Many companies that approach my agency ask about the ROI of specific tactics as if they are gambling money with a direct rate of return. If there are agencies contributing to that perspective amongst clients side marketers, I wish they would stop. It’s not helping anyone. Here’s why:

Ashley Zeckman

A to Z Internet Marketing News: Tacky Social PR, Can You Measure Up, Is Sales #1?, Sharing 2011, Email/Social Become One

Ashley Zeckman on Dec 16th, 2011     Marketing Industry News

Data for Social Shares in 2011

2011 Social Sharing Trends [INFOGRAPHIC]

A new infographic recently released by Clearspring provides a good overview of social sharing in the past year.  I especially liked the breakdown of shares by social media platform.

Facts You May Not Know You Didn’t Know:

  • 73% of the top 10 shares were related to death & disaster
  • Twitter makes up 52% of sharing in Japan
  • Google sharing declines by 8% even with the addition of the +1 button

Is Google Scheming on Your Location?

“Google follows Currents launch with activity-recommendation tool Schemer and face recognition on Google+ Econsultancy” If you want to try out the new location based tool recently released by Google, get in line.  Currently in beta testing mode “Schemer” is an online application that allows users to make plans and explore suggestions for things to do.   In addition to launching new services Google+ is also putting it’s best face forward with a facial recognition feature.  Sounds like Google’s been busy!  But will it pay off in the end?  Via Econsultancy.

Ashley Zeckman

#MIMASummit: 6 Tips for Developing a Best Practices Approach to Social Media Measurement

Ashley Zeckman on Oct 12th, 2011     B2B, Competitive Intelligence, MIMA Summit, Online Marketing, Social Media

Chuck Hemann MIMA Summit 2011All marketers wish they knew how to better measure results, engage their audience, and measure ROI. Chuck Hemann opens up by warning that he won’t solve all of our problems but he will provide guidance on how to approach them.

Proper Planning Prevents Poor Performance

There are 5 key steps that each marketer must take to create a successful social media campaign.  What does this include?

  • Listening to what is being said online
  • Assessing the marketplace
  • Engaging with current and prospective clients
  • Measuring is a way for us to optimize
  • Improving our strategy as we learn more

According to Hemann listening and measurement are the two most important ingredients for success.  You cannot successfully execute on one without the other.  Below are a few of the best practice approaches that Hemann shared with the audience at today’s session.

Lee Odden

5 Social Media ROI & Measurement Books to Grow Your Social Business

Lee Odden on May 5th, 2011     Book Reviews, Online Marketing, Social Media, Web Analytics

Books Social Media MeasurementOne of the most compelling challenges for companies entering the world of social business is measurement. The ability to attribute cause and effect directly can be elusive when it comes to measuring business outcomes like increased sales, improved customer retention and lowered support costs. But that’s only because this is new territory.  Business participation with social media on the web at large and internally has absolutely made measurable progress for numerous companies and organizations. The trick is to learn how, create a model that works for you and to sell it internally for testing, implementation and adoption.

One way to facilitate learning about Social Media ROI, Measurement and Analytics is through books from subject matter experts. Here are 5 that I’ve found useful and hopefully, you will too.

Lee Odden

10 Questions for Social Media Measurement Success

Lee Odden on Oct 20th, 2010     Online Marketing, Social Media, Web Analytics

social media measurementIn order for companies to realize the maximum benefit and impact from social media marketing, the pre requisite for goal setting must be a certain level of understanding about the nature of online communities, social media sharing web sites and applications.  Unrealistic expectations based on a lack of knowledge about the social web is far too expensive to ignore.

At Search Marketing conferences, you’ll hear a lot about driving website traffic and links through social media linkbait – a SEO tactic that is distinctly different than what goes into building customer relationships. Companies like Proctor & Gamble are paying for engagement, not eyeballs.

Companies that want to take full advantage of better customer engagement, online word of mouth and influence on sales should ask themselves a few key measurement and related questions while developing a social media strategy:

Jolina Pettice

PRSA09: Social Media Measurement – Katie Paine on Establishing ROI

Jolina Pettice on Nov 9th, 2009     Online Marketing, Online PR, PR Conferences, Public Relations, Social Media

The first day of the 2009 PRSA International Conference in San Diego kicked off general sessions today.

One session I’ve really been looking forward to was the one on social media measurement featuring Katie Paine of KDPaine & Partners. She started the audience off with some numbers, that we all might find useful:

  • 48% of respondents to a PRWeek study said that they were moving money from advertising to social media – only 18% said they were taking money from PR
  • 78% of people trust peer recommendations, 14% trust advertising
  • 91% of Inc 500 companies are using social media
  • 38% aren’t monitoring their brand, product or reputation in social media

Next, the audience had to grapple with the idea (read truth) that it’s the end of measurement as we know it. Here are ten supporting facts:

TopRank Online Marketing

7 Considerations for Tracking Social Media Success

TopRank Online Marketing on Oct 7th, 2009     Social Media, Social Networking, Web Analytics

mima-summit-network With more and more marketers jumping onto the social media bandwagon, a lot of questions come up. Is it possible to track metrics and ROI? What are other companies doing? Why isn’t it working? Being prepared to answer  questions like these can make a difference in how a company interacts with social media and if they can succeed.

How can we track social media?
Unfortunately, there is no one “most effective” social media tracking system. Marketers across the web are still working to figure out how to measure social media, how to attach ROI, and how to sell the benefits of participation on the social web  to those that don’t “get it”.

Lee Odden

PR Measurement Interview with Katie Delahaye Paine

Lee Odden on Apr 2nd, 2009     Online Marketing, Public Relations, Web Analytics

Katie Paine Katie Delahaye Paine is a renowned expert on public relations and social media measurement.   She runs an award winning PR Measurement consultancy KDPaine & Partners, blogsTweets, speaks at numerous conferences and writes both a newsletter and contributes a column to PR News and other PR industry publications. 

Measurement is inherently core to many forms of digital marketing but has been a bit more challenging in the PR and social media space. Katie is a measurement pioneer who has demystified and provided much needed innovation to the world of measuring public relations and the social web.

 This interview with Katie covers quality vs quantity measurement, building a business case for measurement investment in a down economy and she also answers a few questions posed by @leeodden followers on Twitter.

TopRank Online Marketing

PRSA 2008: True Tales of Social Media Measurement & Analytics

TopRank Online Marketing on Oct 26th, 2008     Marketing PR Conferences, Social Media

How do you measure something that seemingly cannot be measured?  For example, how much do I love this little guy here who answers to the name of Clark:

Session 2 001

And how much does this same little guy hate, just hate I tell you, taking a bath:

Session 2 002

In both instances, it’s as wide as my arms can go.  So how can we analyze it?

That was the question Katie Delahaye Paine, CEO of KDPaine & Partners, and Shonali Burke, Consultant with ABC, sought to answer in the PRSA Session “True Tales from the Social Media Measurement Trenches – Using Research to Learn & Improve Our Programs” – an excellent session bookend by a social media case study on The American Society For Prevention of Cruelty to Animals (See!  You were probably thinking I was just showing off pictures of my new puppy!)

Lee Odden

Social Media Monitoring – Top 10 Reasons for Monitoring Brands

Lee Odden on May 8th, 2008     Guest Posts, Interactive Marketing, Online Marketing, Social Media, Web Analytics

[Editor’s note: We’re excited to share this next guest post from David Alston of Radian6. A fast emerging leader in the field of social media measurement Radian6 is a service TopRank uses to  provides social media monitoring to clients. Radian6 serves hundreds of leading PR firms, ad agencies and brand marketers.]

David is VP Marketing at Radian6 in New Brunswick, Canada with previous experience at several tech startups in the interactive advertising and the video over IP space. Most recently, he was partner and VP of Marketing at PR firm, Revolution Strategy. His blog is TweetPR.

Lee Odden

Reader Poll: Social Media Marketing Analytics Tools

Lee Odden on Nov 21st, 2007     Online Marketing, Reader Polls, Social Media, Web Analytics

reader poll

With our involvement in the PR, search and direct marketing industries through consulting and speaking at conferences, we’ve seen a huge boost in resources allocated to understanding and implementing various social media marketing tactics.

Despite that, the meaning of social media as a marketing/PR channel doesn’t seem to extend outside personal universes of interest. ie, search marketers often look at social media as using tools like Digg or StumbleUpon to drive web site traffic. PR practitioners often see social media as a branding tool using sites like YouTube & Facebook.

Regardless of the intent, social media marketing efforts are moot unless methods of measurement are in place. Which leads me to the Reader Poll Question:

What tools do you use to measure social media marketing efforts?

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