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The social engagement circles
Public
Fans and followers
Leads and prospects
Customers
Loyal customers
Brand advocates
Social KPI’s are useless unless…
① You have clearly defined your social sales pitch
② You know what your target group is ‘doing’ on social media
③ You create and curate the right content
④ You have at least one dedicated social selling expert to manage your social channels
“SEO is een besmettelijke ziekte.”
Define your budget – Think in R.O.I.
ROI (Leads)
Time
Content creating, curating and sharing
Socia
l mar
keting
R.O.I.
Investment
Measure your Social Reach and activity
①Average response time
②Content rate
③Post rate & response rate
④Content quality
Measure your (potential) audience
①Audience growth rate②Average SERP position & CPM (Google Ads)③Brand awareness (#mentions)④Influence scores (Klout)⑤Potential impressions & reach⑥Video views on YouTube & Vimeo
Measure acquisition
①Blog subscribers
②Traffic ratio on your website: sources
③Social opt-ins on your website
④Leads
⑤Micro conversions (if measurable…)
Measure actions, sales and results
①Online lead velocity rate
②Social media conversion rate
③Cost per lead (Social channels)
④Revenue per lead (Social channels)
Measure retention
①Goes far beyond social metrics
②CLTV: Customer Lifetime value
③Customer retention rate
④Testimonials rate
⑤Support ticket costs
Social opt-in
lead gen
Social sharing
Brand exposure
Expertise = Online authorit
y
The social marketing loop