I nehinei, ua hana au i kahi kau ma Social Media Marketing World i kāhea ʻia Pehea e hoʻololi ai i nā mea ukali e ulu nei i ka hana ʻana i nā hopena me nā pāpili kaiaulu. I'm often a contrarian to the advice that's continually pushed in this industry… even leaning a bit on the controversial. The genuine premise is that businesses continue to look for fan and follower growth in social media – but they do a really terrible job of converting the amazing audience or community that's already in place.
Ma loko o ke kau, ua hele wau i kahi nīnau no ka hapa nui o Ana ROI claims out there when it comes to a return on investment for your social media efforts. One of this blog's greatest friends is ʻO Eric T. Tung… ʻO wai ka mea i tweet koke ai:
- Eric T. Tung (@EricTTung) March 27, 2014
He mea hoʻomākeʻaka loa ia no ka mea ʻo kaʻu hoapili hanohano (a me ka haku karaoke), ʻO Nichole Kelly, e kaʻana like ana i kāna kau: Kaha huki i ka pale ma ke ana ʻana i ka nohona ROI. Doh!
It's not that I don't believe there is a hoʻihoʻi ma ka hoʻopukapuka kālā – I believe there's a great return on investment for social. In fact, I believe it's far better than most companies currently believe. The problem is the measurement. There are multiple ways that your social media efforts impact a return on investment:
- Hoʻonohonoho kuhikuhi - ua ʻike ka poʻe i ka leka a ua kūʻai lākou.
- Kuhi Attribution - ua kaʻanalike ka poʻe i ka leka a kuhikuhi paha i kahi kanaka iā ʻoe a ua kūʻai lākou.
- Kaha Attribution - ʻike ka poʻe oe ma ka pūnaewele a ʻike iā ʻoe ma ke ʻano he mana i kāu ʻoihana, alakaʻi iā lākou e noiʻi i kāu huahana a me nā lawelawe.
- Hoʻohui hilinaʻi - ukali ka poʻe iā ʻoe ma ka pūnaewele, loaʻa iā ʻoe ka hilinaʻi, alakaʻi iā lākou e kūʻai i kāu huahana a me nā lawelawe.
Direct attribution is easy to measure… some good campaign tracking and you've got it down pat. The problem with ana iā ROI pāpaho comes with the others. They don't always utilize your campaign tracking – or they arrive and purchase at your site through other online marketing channels.
He hana maikaʻi kā Google Analytics i kapa ʻia ʻo Multi-Channel Conversion Visualizer kahi e hiki ai iā ʻoe ke ʻike inā hoʻohana paha kāu mau malihini kipa i kahi ʻano he nui e hele i kāu pūnaewele. I kēia kiʻi maoli ma lalo - hiki iā ʻoe ke ʻike ma kahi e blurry ai nā laina. ʻO kahi pākēneka nui loa o nā hoʻololi ʻana ma kēia pūnaewele i hele mai nā poʻe i komo i ka pūnaewele ma mua o hoʻokahi ʻano.
While you can conclude that they don't have a very good email marketing program – applying an exact ROI on referral traffic versus organic search is impossible because you can't get in every visitors head and decide ka mea ʻo ke kanalā ka hoʻopukapuka e hoʻoholo ai lākou e kūʻai.
I would submit that it's not ka mea, it's a balance of all of them. Marketers are going to have to understand how each of their strategies impact the other. When you reduce social media efforts, for example, it can have an impact on your organic search conversions! Why? Because people don't get curious about what your products and services are and so they don't search for you. Or they lack trust, so they search for competitors with a better social presence and convert with them instead. Or everyone is talking about your competitors who do loaʻa kahi kūlana kaiāulu koʻikoʻi ... e alakaʻi i nā ʻatikala hou aʻe e pili ana i kāu hoʻokūkū… e alakaʻi iā lākou i ʻoi aku ka maikaʻi.
As marketers, we're in need of predictive analytics tools that recognize the impact and relationship of all of our efforts – helping us understand how they feed one another AND how they work with one another. It's no longer if we wish to share socially and measuring the return on that effort in direct attribution, it's a matter of testing and adjusting our social media efforts and viewing the overall impact of the strategy across all of our digital marketing efforts.
Our job is no longer to determine which medium to use… it's a matter of balancing resources to optimize how much effort we put into each. Imagine your dashboard as a sound board, turning up and down the dials until the music is beautiful. A return on investment for social media hiki e ana ʻia - akā ʻoi aku ka blurry o ka ʻoiaʻiʻo ma mua o kekahi o nā ʻōlelo aʻo ma waho.
'Ōlelo Aʻo: Hiki iā ʻoe kūʻai i kahi pass virtual i ka World Media Marketing World no kahi hapa o ke kumukūʻai o ka hele ʻana a hiki iā ʻoe ke hoʻolohe i kaʻu kau a me nā hōʻike ʻē aʻe āpau.