Proving Social ROI

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Del curso dictado por Northwestern University

Content Strategy for Professionals: Expanding Your Content’s Reach

115 calificaciones

Northwestern University

Content Strategy for Professionals: Expanding Your Content’s Reach

115 calificaciones

Curso 3 de 5 en SpecializationContent Strategy for Professionals

In this, the third Content Strategy course, participants will learn actionable ways to grow internal and external audiences. They will deepen their understanding about those target individuals and will use a host of known and emerging tools and social networks to meaningfully reach them. As its name makes clear, this course will expand your content's impact and reach. You will begin by learning how to utilize content trends to jump-start your organization's influence. You'll also look at how to engage with multi-channel digital communities across all social media. Finally, you'll hear about some of the best ways to enhance your content with new interactivity tools and gamification. In this information age, every organization depends on its employees and those it serves to understand where it is going and what advances the organization has made. Content Strategy will enable you to tell your important stories with far greater impact and to a large, more valuable audience. Guest lecturers in this course include: -- Randy Hlavac, Lecturer, Medill, Northwestern (and lead professor of the Social Media Marketing Specialization also on Coursera) -- Emily Withrow, Assistant Professor, Medill, Northwestern

De la lección

Social Networks and Digital Media

Module 2 shows you how to engage with multi-channel digital communities across all social media.

The Best Social Strategies8:53

Proving Social ROI5:17

ROI in Any Organization7:38

Conoce a los instructores

John Lavine
Founder, Professor and Director, Media Management Center
Candy Lee
Professor
Medill School of Journalism, Media, Integrated Marketing Communications

[MUSIC]

>> So, Randy, let's go to this sort of ping point that you raised.

>> Yes.

>> You wrote this wonderful book.

And I say that not because you're sitting here,

because I say it when you're not around.

And, and it was wonderful because there were a whole lot of basics and a whole lot

of examples that taught me and anchored many of the things we've covered thus far.

But the big point was people do social, and your book is entitled this,

you know social integrated marketing communications, social IMC.

But then, in the title you talk about ROI, return on investment.

Right.

>> I was stunned to find that people mount money, time, effort to do social and

they make, they don't think about what the return on investment should be.

Or they use something that is meaningless like,

how many people glanced across a page?

>> Right.

Talk to us about return on investment, ROI.

What is it?

How do you really get at it?

How do you make it happen,

because it seems to me without that we shouldn't be doing any of this?

>> Well, well that's true it is a major concern.

In fact IBM does yearly studies of CMOs and CEOs.

>> CMOs, Chief Marketing Officers.

>> Chief Marketing Officers and Chief Executive Officers.

>> Right.

>> And what they find is,

is a return on investment from social is one of their primary concerns.

They see that they're pouring more and more and more money into content, but

they say okay, where are the purchases coming from?

In fact, that's where I started a decade ago.

Where one of my students said okay, I get the idea of viral, but where's the ROI?

And so the, to understand it, it's really fairly straightforward.

If you don't ask people for a relationship,

then there's no way to directly measure return on investment.

In other words, you're going to be investing money into content, but

you don't really know if it's producing sales or donations, or whatever you want.

>> Support. >> You want as your success

metrics, right?

And so the key is that if you're the anonymous engagement,

what you're going to be doing is using post-purchase surveys.

Hey, did you remember, did you go to our social site, yes or no?

You're going to be doing focus groups or some sort of live chats, where you're

hoping to, to close that loop, but you probably won't be able to do that.

The thing I like about the last two strategies, nurture and

private virtual communities, is that they require the visitor to make a commitment.

They have to give you their email address, perhaps a password.

They're going to also create a profile.

And because of that, we can take those last two,

and connect them over to our sales and marketing systems, or

our donation systems, to actually calculate an ROI.

I know I spent x on social.

I know it brought me these many people to the social site.

And of those, these are the numbers that actually tie over.

And so what it does, it allows you to build what we call a performance funnel,

or a relationship funnel.

Essentially, if you think about it, for

every audience there's a total audience size.

Then there's a total social audience size which we can quantify.

And then we're asking them to go on a journey with us.

We're asking them to come to our landing page, we're asking them to register.

And then after that, we're going to send them some things.

And then we're going to go through, and

eventually it'll come down to a donation, or a, a purchase of some sort.

Now we have a funnel.

Because I know how much I spent, and

I know how they went down through the funnel.

I know many, how much dollars, how many dollars are at the bottom of the funnel.

Now I can calculate my return on investment

to see if this is actually something good for my company.

And so the beauty of that is that I can do two things.

One is if I go through each step in the relationship,

as you see the funnel on the screen, I can go through and calculate

the percentage lost from step one to step two to step three to step four, and so on.

Which allows me to then figure out how efficiently my funnel's working.

And so for example, let's say that I don't have as many people going from

the landing page to registration as I want.

Well now I can go back and look and say, well maybe on a mobile phone that the,

the actions which is something they don't see, or

maybe it doesn't quite work the way we want it to,

I can test different options to improve the efficiency of my funnel.

In addition to that, I can also look at the effectiveness.

In other words, given the size of the market,

here's a percentage of market share that came to my landing page, and

here's how many became the final purchasers.

Now I can say how effective is that entire system.

What that does is it gives me metrics that I can measure every single day,

to know whether it's going to be producing the kinds of returns we were expected.

And if it isn't, I now can do some sort of testing

to improve the performance of the relationship funnel.

So it gives me total measurability and total trackability,

using both the nurture or the private virtual community approach.

[MUSIC]

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