Day 2 - ROI of Social Marketing

Benefits -> Dollar figure

将无形的好处,转化为可以用金钱来衡量的收益。可以向高层更好的争取在社交营销上的投资。

  • Customer engagement 客户投入
  • Market Awareness 市场认知
  • Feedback 反馈
  • Professional Development 专业发展
  • Thought leadership 领导力

Measurement

做到这点,你必须要测量很多因素,以建立更坚定的认知。

  • Variables 各种变量
  • Correlations 相关性(在excel里面建个模型玩一下)
  • Creativity 要有点创意

Historical Data

要想建个模,你必须得有大量的历史数据,因为它们是测量变化,和确定变化原因的“基线”。

  • Baseline to measure change
  • Time & Patient 要花时间来收集数据,得有耐心
  • Discipline 坚持下去

CRM -Saas

要收集数据,你可以利用一些CRM软件。因为你可别指望你的销售团队能向你汇报出关于客户的各种细节,就是在客户量较少的B2B行业也是一样。

  • When 时间是横轴的重要性无需赘述
  • Action (Query, email-link, Referral, Event) leads是怎么来的,看仔细
  • Sequence of actions 一系列行为发生的顺序也非常重要

Value vs Measurement

价值与衡量方法的对接

Value Measurement
Customer Satisfaction Customer surveys, renewal rates, referrals, incremental business, testimonials, NPS
Customer loyalty Renewal rates, incremental business, response rates, event attendance, testimonials, NPS
Customer Engagement Newsletter subscriptions, online community activity, response rates, event attendance, testimonials, feedback volume
Reputation Market share research, awareness research, media citations, analyst research
Market influence Market share research, life studies, media/social media citations, speaking invitations, analyst research
Leadership Attitudinal research, growth rate, media citations, copycat competitors

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