Posts Tagged ‘Social media branding’

Create a Cohesive Social Media Brand for Your Business

People who come across your content online should be able to recognise your brand immediately, whether or not your logo or company name is there. This is what we call social media branding and it’s implemented across all your social media platforms -from Twitter to your blog, from Instagram to Pinterest – creating a brand personality.

If you have a good marketing campaign in place, then you know your target demographic, and hopefully you’ll have a tone set for your advertising, but what a lot of companies forget is that branding goes so much deeper than the font you use in your posters. Branding is in the way your employees answer the phones. Branding is in the way your shop staff greet customers. Branding is an on-going process, and it happens every time a potential customer or client interacts with your business.

The question which you need to ask yourself is: Does my brand have a personality?

And the second question you need to answer is: Is that personality cohesive across all our social media platforms?

Many companies use the different platforms in different ways, and this is recommended as users go to Facebook for a different experience than Twitter, or Pinterest. However, in trying to appeal to the varied ways in which people use social media, a company’s personality, or branding, can get lost in the haste to gain ‘Likes’ or get ‘Pinned’. It may even be that what ‘works’ in gathering this validation does not actually fall in line with the company’s values.

Perhaps your target demographic are adventurous and fun-loving, but you suddenly receive a lot of likes on Instagram for a photo of your boss’s dog. So naturally, you start sharing a few more photos of the dog because it gets good engagement. Adventurous, fun-loving people love dogs too, right? Except, you sell climbing gear and no-one’s ever scaled Mt. Everest with a dog. (Not with its own crampons, anyway.) People who start to follow you on Instagram who love dogs then go to your website, which is dog-less, and they get upset. People who add you on Instagram because they enjoy your funny climbing stories on Twitter get confused because all they’re seeing is dog pictures.

This is the time to sit down with your social media manager and discuss a cohesive brand identity for your social media marketing. When you decide what your brand personality is (and this might be different from your target demographic’s qualities) then anyone should be able to run any of your social media accounts using this information as a touchstone. Every tweet, photo, update, link and pin should reflect your brand identity, to the point where customers and internet users are able to recognise your signature style without having to see your logo or company name.

 

 

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Buffer Your Tweets for Round the Clock Social Media Branding

If there’s one thing which puts companies off using Twitter, it’s the perceived need to be present absolutely all the time. Should businesses be employing people to staff their tweetstreams twenty four hours a day, seven days a week? Even with the incredible popularity of Twitter, and the expectation that any company worth their salt will be present there, this doesn’t seem like the best use of staff power, or resources.

So what can you do to appear present on Twitter at all hours? There are quite a few Twitter scheduling apps currently in creation, and we’re going to talk about these today.

Buffer

Buffer is a scheduling tool which automatically tweets the content you give it at a time calculated to have the best probability for a retweet or click-through. This is definitely a tool to use when tweeting information you want the most possible users to see; such as links back to your new product, or competition information. You can also see the analytics of each tweet: how many people potentially viewed it, and how many people clicked through. The free version allows you to add one Twitter account and have ten tweets scheduled at one time, then there are two paid options with appropriate increases in the amount of social accounts you can add, and technical support which you receive.

Timely

Timely is very similar to Buffer, with one advantage – the free option is unlimited. Unlimited accounts and unlimited tweets. Again, the times for the tweets are pre-chosen for the highest probability of a click-through or retweet, and you can view the analytics for each tweet. There isn’t an option to change the times of the tweets, and the schedule sets for three tweets a day; early morning, lunchtime, and late evening. Both Timely and Buffer do offer a ‘post now’ option, as well as a browser plug-in, so if you find an article which you just can’t wait to post then you can click on the browser button and create your tweet, and either post it straight away or load it into your queue.

Twuffer

Twuffer is still in Beta at the moment, which makes it slightly unreliable, but it does have a huge advantage over Buffer or Timely, and that is the ability to choose the times of your tweets yourself. You can literally schedule a tweet for every five minutes of the day. One thing to be aware of is that it doesn’t always allow you to post the exact same tweet, so even if it appears to be scheduled, it may not tweet. As it is in Beta, there are occasionally problems with the site not tweeting any of your scheduled tweets all day, and then suddenly posting them all in one go, but this is rare. The tool is completely free, with no limit to the amount of tweets which you can schedule. While you can’t add accounts as you can with Timely, you can sign in and out with different accounts.

Hootsuite

This tool looks more complicated than the others, but its functionality is much the same. You can use it to simply schedule unlimited tweets over five accounts, or you can take advantage of its advanced features to create reports and join organisations. If you’re monitoring a particular campaign, then the analytical reports which it provides are more in-depth than Buffer or Timely’s, so if you’re looking for a great all-rounder, then this would be it.

Taking just a few minutes each morning to schedule important tweets for the rest of the day will have a huge impact on the social media branding of any company or business. Using Timely and Buffer, you can discover the most effective times to tweet. Using Twuffer or Hootsuite you can schedule more tweets around these times to really boost your on-line visibilty.

At RoryMartin.com we stay on top of the latest developments in social media branding in order to bring you the highest quality advice in promoting your brand online. We didn’t discuss the importance of engagement in this post and while we’d love to auto-tweet and never have to look back, the truth is Twitter is about CONVERSATION. You have to take time to check your Mentions and Interactions and directly engage with customers and prospects.

Twitter and Facebook Build Customer Loyalty

Twitter Image courtesy of Mashable.comAs a company that specializes in Seattle Search Engine Optimization and Social Media Marketing, the RoryMartin.com team likes to keep you informed about new studies regarding social media.  A recent study, generated by Chadwick Martin Bailey, states that Twitter users who follow brands on Twitter are more likely to buy from and recommend that brand.  The group also produced a previous study correlating Facebook users’ purchases with the brands they “like” on Facebook.

This is good news for businesses who are using social media networks to improve their marketing efforts, especially because Twitter and Facebook  users are some of the most frequent internet users in general.  The study showed just how Twitter users were interacting with brands, reporting that 84% of Twitter users who follow brands do actually read brand tweets, making Twitter an effective form of presenting your company and products.  Even better, approximately 1/4 of users who follow brands on Twitter do tweet about the brand.  1 out of every 4 users in your Twitter audience are likely to be talking about your brand right now.

Twitter is proving itself a very useful forum for customer loyalty.  It’s important to know your audience and to make sure you’re tweeting authentic content, though.  67% of users expect unique content from the brands they follow.  In the decision to follow brands on Twitter, customers cite exclusivity and promotions as some of the top reasons they follow brands. Here are the top five reasons users follow brands:

  • 64%: I am a customer of the company
  • 61%: To be the first to know information about the brand
  • 48%: To receive discounts and promotions
  • 36%: To gain access to exclusive content
  • 28%: To receive content/information to retweet and share with others

If your business is not using Twitter right now, you are missing out on a very valuable marketing method.  The report shows that businesses shoud be tweeting to their customers as a means of building brand loyalty.  Don’t know where to start?  At RoryMartin.com, we help businesses customize their social media marketing plans, provide customized facebook pages, overall website overhauls, web design, and perfectly timed tweets.

We can help you build a Social Media Strategy that reflects your unique brand and meets your business goals. From a one-time site analysis to full search engine optimization strategy and execution, RoryMartin.com makes social media simple.

Why Should I Customize my Facebook Business Page?

With the popularity of Facebook fan pages and the releases of new timelines, it’s becoming increasingly important for businesses to implement a customized Facebook page for your business. Since the new Facebook Timeline feature shows your posts to your fans and your fans friends, in a ticker at the top right-hand side of the page. Your posts now reach a much wider audience – and you need to stand out from the crowd.

Offering interesting updates with a well-designed Facebook Page is often the deciding factor in whether or not your fans will choose to interact or share your page with their friends. Building interaction with your fans is an important factor – you need to have relevant information that isn’t always self-promotional.  However, we like to stress the importance of having a well designed Facebook page, that offers incentives for prospective fans to click “like”.

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Consider this: The first thing users see is your business’s wall – and while that may have relevant information, it may lack the branding your company needs to make an impact.  We’re finding that businesses are increasingly aware of the visual impact their Facebook page has, and trends point to the increased use of “splash pages” or reveal tabs for facebook pages.  It’s the equivalent of having an active ad built directly into your page that’s clickable.  You can set these Facebook reveal tabs to be clickabe so that users can click to like, which would reveal discounts, for example.

When it comes to the internet, looks are everything.  The design is as important as the implementation.  Having a well-designed landing tab will help you stand out from the crowd.  Keep it simple, and neat.  Don’t go overboard with apps.  Be consistent with your branding, and display different pages for fans and non-fans.  You can even engage your current fans to take another action via links or reveal tabs.  RoryMartin.com builds these welcome tabs and customizes facebook pages for a variety of clients.

And while you’re customizing your Facebook fanpage, it’s a good idea to consider implementing a custom URL.  If you have 25 or more fans, implementing a custom URL on your facebook page will increase your search engine rankings and will be easier to promote.  Consider your custom URL another step towards branding your business.

Here are a few simple ideas for implementing customizations on your Facebook Page

  • Display the services or products you offer
    • Be sure to include a specific call to action, along with a link so your fans can actively participate
  • Host a contest
  • Make sure to post about your blog, and share your blog posts with fans
  • Let people know who you are and what you’re about
    • If you do any charity work or special events, make sure to share those
  • Give fans a reason to like your page by using reveal tabs, or by letting users know what to look forward to
    • For your fans, let them know how they can contribute
  • Share your twitter posts

Now, more than ever, it’s increasingly important to make sure your social network business profiles are integrated into your marketing and branding.  If you’re not sure how to implement social media into your marketing strategy, come see us at www.rorymartin.com.

Make the Most of Linkedin for Your Business

As a web design and web developmentsearch engine optimizationsearch engine marketing and social media marketing firm, we like to keep on top of the trends – and exploring trends on LinkedIn is no exception.  We stumbled across this article that boasts 10 LinkedIn Tips for Professionals, that says:

Despite the hype over Twitter and Facebook, Linkedin offers the greatest opportunity for professionals to make connections that lead to business.

We agreed with Ian Brody’s article, especially the following tips

1. Don’t make your profile look like your resumé.  Brody says that the number one temptation when setting up a LinkedIn profile is to fill in all those prior job slots, but that’s ineffective where LinkedIn is concerned.   The business connections that you’re looking for are going to want to see solution-oriented details.  Add the business name and title, leave out things like,  “managed four people who perform business-related tasks.”   Explain where you went above and beyond the basic job task, improved something, saved money, or where you were excelled and were just plain awesome.

2.  Find Connections – Know your Strategy.  LinkedIn is social, and there are a lot of professional networks on LinkedIn, where you can flex your knowledge and show off your skills – for example, you might find us in the LikeSocialMedia.com group.  Of course, like any social network, it’s best to get a feel for the pulse of the community.  Listen, watch and learn; find out what other pros in your industry are doing and saying and be cautious at first about sharing dissent.  Like anywhere (or any social network) first impressions are lasting impressions.   And Ian Brody notes, “Create a connection strategy to build valuable discussion.”

3. Ian Brody suggests updating your status to remind people what you do, and what you’re currently working on.  If you connect with a lot of people, staying current with status messages can do anything from help you connect with someone who’s looking for YOUR expertise to keeping you up to date on news in your field, to helping you and your brand grow in ways that your clientele are looking for.

What do you think readers?  Have anything to add to Brody’s tips for LinkedIn?


If you’re curious about how to use LinkedIn for your business, contact RoryMartin.com to find a strategy that fits your social networking needs, as well as the social tools that simplify your social media integration.  We offer a comprehensive set of services from website design and web development to search engine optimization and search engine marketing and social media marketing.  If you need creative ideas, easy implementation, and a limited investment into your social media campaign, RoryMartin.com has experts available to assess your needs, provide excellent customer service and innovative marketing tactics before you’ve even signed a contract.

The State of LinkedIn

Have you ever wondered how LinkedIn actually affects your business?  Ever asked yourself why LinkedIn is important to your company’s potential?  At RoryMartin.com, we’ve been researching ways for businesses to use LinkedIn to build a better social media strategy.

The State of LinkedIn 2011

Having your business profile out there on the web WILL help increase your organic search results, so if you’re not optimizing sites like LinkedIn, you’re not fully optimizing your search engine potential.   LinkedIn also helps your business look more complete, and is an established tool for reputation management – especially through customer testimonials.

LinkedIn is also a powerful tool to analyze your company and its connections through your employee network. An article on Mashable notes that, “…it will automatically calculate your company’s median age, top schools, and other companies that they are well-connected to.”  This can be effective for recruiting job candidates, and networking in your industry.  Through LinkedIn you have the ability to post polls, and receive answers, letting your business know what your clients are interested in, and keeping you up to date on industry standards.

If you’re curious about how to use LinkedIn for your business, contact RoryMartin.com to find a strategy that fits your social networking needs, as well as the social tools that simplify your social media integration.  We offer a comprehensive set of services from website design and web development to search engine optimization and search engine marketing and social media marketing.  If you need creative ideas, easy implementation, and a limited investment into your social media campaign, RoryMartin.com has experts available to assess your needs, provide excellent customer service and innovative marketing tactics before you’ve even signed a contract.

 

Make Your Keywords Pack a Punch

Keywords play a large role in search engine optimization, and are a key factor in social media marketing.   Having the right combination of keywords will generate hits, increase traffic and drive sales; however, it’s not always easy to determine which keywords are right for you, and where your keywords aren’t packing a punch.  At Rory Martin, we specialize in helping business come up with relevant keywords that drive traffic to their site. We do the research so businesses don’t have to.

– Ask yourself: What would my customers search for?

This seems relatively easy enough. If a customer would find your services by searching “freelance writer Los Angeles”, put that on your list. Your keywords might be words your competitors use or words that are industry specific. Think up simple terms and phrases that specifically target your site or business, but know that using one word is going to decrease the likelihood that your site will stand out in a crowd.

You will get higher search engine ranking by choosing a mix of specific longer phrases, and general targeted keywords.  Look at the breakdown of search terms as they show up on Google:

Number of Google Matches

Term

11,600,000

writer

1,200,000

real estate writer

48,000

freelance real estate writer

9,000

freelance real estate writer los angeles

Source: WebsiteHelpers.com

You’re going to have an easier time getting click throughs if you narrow it down a little – by adding your location, but be cautious about being too specific.   For example using “Neon Helmet Tacoma WA” won’t drive people to your site. Phrases that are just too specific may offer you the #1 slot on Google, but still won’t deliver the clicks you’re looking for, because they’re not keywords that people would search for. Ranking #1 on terms that nobody is searching for is just as bad as ranking #300 for terms that everybody is searching for. You can’t get the traffic if people aren’t using your search terms, no matter how well you’re ranked.

When you have a list of possible keywords, check out tools like Google’s Keyword Tool, that will help you determine whether or not people are actually searching for those keywords, by populating a list of terms related to the keyword you entered. Look for targeted keywords, and specific phrases that are relevant to your business and your industry.

Search Engine Optimization through keyword analysis is one of the most effective ways to increase targeted traffic to your web site. At RoryMartin.com, we put our Seattle Search Engine Optimization experts to work to research your target audience, determine what keywords they are searching on, and then make sure, through proven search engine optimization tactics, that your web site is the one they find.

As a Seattle Web Design company that specializes in Seattle Search Engine Optimization and Seattle Social Media Marketing, RoryMartin.com can help you build a Social Media Strategy that reflects your unique brand and meets your business goals. From a one-time site analysis to full search engine optimization strategy and execution, RoryMartin.com can help match your keywords to your SEO needs.

The New Landscape of Social Media Marketing

Navigating the new marketing landscape means knowing which marketing tactics are effective, and which tactics are outdated.  Improving the visibility of your website has become a marketing priority, yet it can be frustrating since competition for rankings is intense.  As many businesses lack the time or cashflow to continuously monitor, report and adjust their strategy, the results of many social media marketing campaigns  are often poor.  If you’re struggling to boost your page rank, you may need to adapt your SEO and social media strategy to reflect the new trends in social media marketing and search engine optimization.

If you’re not embracing social media as a business, you’re missing out on one of the biggest marketing tools available.  Using tools like Facebook and Twitter actually boost your search engine rankings, making your website more visible to search engines like Google.  Consider how much content is shared on Facebook each day – users spend approximately 22% of their Internet time in social media, making social media a priority for any company that wants to be visible.

Of course, just hiring an intern may not do the trick. While social media can be a valuable marketing campaign tool, it’s often a commitment.  Hiring a professional will ensure that you get the best results from your brand’s digital communications.  You want someone who can represent your brand and company, not just the message behind your brand.  Social media has become an avenue for customer service, sales inquiries and ongoing questions – you want someone who understands your audience, and can think out of the box in a way that is both specific and familiar to your client base.

Hiring a professional will ensure that your message, and your core product do not get lost in a sea of irrelevant information.  Anyone who’s been on the web knows just how much junk the web holds – having a true professional on your team will ensure that your relevant keywords and terms drive traffic to your page.  A professional can tell you which information to include and which information is irrelevant.  They can help you streamline your content, showing off your product’s benefits in a straightforward way.  A social media professional can also help you determine terms that are broad and wide reaching, and help you optimize key words and phrases so that your site gets a good SEO ranking.

Content is still key on the web, and having someone who knows your brand, your clients and your company will ensure that users come to your website because you are an authority.  Social media is all about providing something of value to your customers.  You need interesting and relevant content, you need high-quality inbound and outbound links.  You need customer interaction that is fun and info-rich.  Monitoring industry key words and phrases will continually provide feedback on what your customer or audience is interested in, making a tailored social media strategy easier to attain.

RoryMartin.com is that secret weapon that will revolutionize the way you engage with your clients and end-users. We offer a comprehensive set of services from website design and web development to search engine optimization and search engine marketing and social media marketing.  If you need creative ideas, easy implementation, and a limited investment into your social media campaign, RoryMartin.com has experts available to assess your needs, provide excellent customer service and innovative marketing tactics before you’ve even signed a contract.

Make an Impact on Facebook

One of our focuses at Rorymartin.com is helping customers create and execute their social media campaigns. An effective social media campaign should be married with your marketing campaign, and should use a wide variety of social media tools – including Facebook. Facebook is one of the most useful social media marketing tools out today; yet many businesses don’t quite know how to implement Facebook into their social media strategy. One key point to Facebook as a social media tool for business is building interactions.

Initially, Facebook didn’t offer pages, and so businesses created profiles as a way to reach out to users, especially since messaging users has continued to remain a feature reserved for profiles. Yet, one of the most common mistakes businesses make on Facebook is creating a profile instead of a Facebook fan page. What these businesses may not know, is that profiles have not been as visible and don’t necessarily get the visits that pages do. While Facebook updates may seem like a way to alert fans to events and news – showing up like messages in users’ inboxes – a very small percentage of updates are actually visible to fans, because of an algorithm called EdgeRank.

EdgeRank gives every post a quality score – measuring the number of comments, likes, and shares per post against the number of fans a page has. Businesses who want to be seen need to build up their EdgeRank, by making their posts interaction friendly – which means businesses need to spend more time building community with their fans. Fans don’t interact with self-promotion nearly as much as they interact with conversation. Your page needs to have a conversational, community feel – a give and take that makes your brand appealing to your fans and their friends. To really optimize your Facebook experience, mix up the types of posts to include blogs, videos and engaging questions.

Building the interactions your Facebook page is just one part of a good social media strategy. Seattle Social Media Marketing company, Rorymartin.com focuses on helping our customers build their EdgeRank. This helps our clients educate their markets and build brand awareness while winning and retaining customers with engaging and impactful websites and web marketing. We offer a comprehensive set of services from website design and web development to search engine optimization and search engine marketing and social media marketing.

The Maturation of Social Media ROI – by Brian Solis

chart imageBrian Solis is a principal at new media agency FutureWorks, and author of the upcoming book, Engage. You can connect with him on Twitter or Facebook.

The debate over measuring social media investment inspired many brands to cannonball into popular social networks and join the proverbial conversation without a plan or strategic objectives defined. At the same time, the lack of ROI standards unnerved many executives, preventing any form of experimentation until their questions and concerns were addressed.

In 2010, we’re entering a new era of social media marketing — one based on information, rationalization, and resolve.

Business leaders simply need clarity in a time of abundant options and scarcity of experience. As many of us can attest, we report to executives who have no desire to measure intangible credos rooted in transparency and authenticity. In the end, they simply want to calculate the return on investment and associate social media programs with real-world business performance metrics.

Over the years, our exploration and experience has redefined the traditional metrics and created hybrid models that will prove critical to modern business practices and help companies effectively compete for the future.


Early ROI Adaptations


Where the “I” in ROI represents investment, marketers have also explored ancillary elements to address the socialization of media, marketing, and the resulting dynamics of engagement.

Adaptations included:

Return on Engagement: The duration of time spent either in conversation or interacting with social objects, and in turn, what transpired that’s worthy of measurement.

Return on Participation: The metric tied to measuring and valuing the time spent participating in social media through conversations or the creation of social objects.

Return on Involvement: Similar to participation, marketers explored touchpoints for documenting states of interaction and tied metrics and potential return of each.

Return on Attention: In the attention economy, we assess the means to seize attention, hold it, and measure the response.

Return on Trust: A variant on measuring customer loyalty and the likelihood for referrals, a trust barometer establishes the state of trust earned in social media engagement and the prospect of generating advocacy and how it impacts future business.

But as we progress through the ten stages of social media integration, our views and techniques mature into more sophisticated strategies.

For many businesses, the case for new metrics can’t be made until we have an intrinsic understanding of how social media engagement affects us at every level. It’s not as simple as counting subscribers, followers, fans, conversation volume, reach, or traffic. While the size of the corporate social graph is a reflection of our participation behavior, it is not symbolic of brand stature, resonance, loyalty, advocacy, nor is it an indicator of business performance.


The Need for New Scrutiny


scrutiny imageIn 2010, social media endeavors are often still thought of as “pilot programs,” launched to steer a brand toward perceived relevance. Budgets, for the most part, are borrowed from other divisions to fund the largely experimental programs. Where that money goes and comes from depends largely on the social media champions who push for this experimentation from the inside.

In many cases however, new programs are introduced without an integrated strategy. Money is allocated from existing programs. If we’re going to take away from something, we should determine whether or not we’re justified to do so.

According to a 2009 study performed by Mzinga and Babson Executive Education, 84% of professionals in a variety of industries reported that they do not measure ROI.

In 2010, executives are demanding scrutiny, evaluation, and interpretation. Even though new media is transforming organizations from the inside out, what is constant is the need to apply performance indicators to our work.


The Business of Social Media


The CFO, CEO, and CMO of any organization would be remiss if they did not account for spending and resource allocation for social media.

MarketingProfs recently published a study by Bazaarvoice and the CMO Club that revealed the true expectation of chief marketing officers. The bottom line: They want measurable results from social media.

However, the study found that the exact implications of social media still evade CMOs.

– 53% are unsure about their return on Twitter ()

– 50% are unable to assess the value of LinkedIn () or industry blogs

Most importantly, about 15% believe there is no ROI associated with Twitter, and just over 10% cannot glean ROI from LinkedIn or Facebook ().

I believe this is the direct result of a disconnect between social media activity and a clearly defined end game. We must establish what we want to measure before we engage. By doing so, we can answer the questions, “what is it that we want to change, improve, accomplish, incite, etc?”

Defining a clear strategy can help us reach our social media goals, including:

– Sales
– Registrations
– Referrals
– Links (the currency of the social web)
– Votes
– Reduction in costs and processes
– Decrease in customer issues
– Lead generation
– Conversion
– Reduced sale cycles
– Inbound activity


Customer Insight


insight imageCustomer ratings and reviews rose to the top of useful marketing feedback, as they delivered tangible ROI insight. In 2009, 80% of respondents reported that customer stories and suggestions shape products and services. As a result, brands earn the trust and loyalty of their customers by listening and responding.

According to the MarketingProfs study, CMOs will have more opportunities to engage with user-generated content in 2010, with many reporting:

– A 400% increase in use of Twitter comments to inform decisions about products and services

– A 59% increase in the use of customer ratings and reviews

– A 24% increase in use of social media for pre-sales Q&A


Monetizing Social Media


Social media metrics will be increasingly tied to revenue in 2010. To what extent seems to vary according to CMOs. The study indicates:

– 80% predict upwards of 5%

– 15% optimistically hope for 5-10%

In 2009, those companies that aligned social media investments with revenue estimates:

– 5% or less revenue tied to social in 2009 foresee an increase of an additional 5% in 2010

– 6-10% of revenue stemming from social media is expected to increase more than 10%

– Those with greater revenues resulting from social engagement expect an escalation of revenue derived from social at 20%

Companies like Dell are not only tracking the impact of social media on revenue, but expanding lessons learned across the entire organization. According to Dell’s Lionel Menchaca:

“Our @DellOutlet is now close to 1.5 million followers on Twitter, and back in June we indicated that @DellOutlet earned $3 million in revenue from Twitter. Today it’s not just Dell Outlet having success connecting with customers on Twitter. In total, Dell’s global reach on Twitter has resulted in more than $6.5 million in revenue. In fact our Brazilian and Canadian accounts are growing rapidly too –- and it was Canadian tweeters who asked to make sure Dell Canada came online to Twitter. Dell Canada responded because the team heard our customers. In less than a year, @DellnoBrasil has already generated nearly $800,000 in product revenues. Similarly, @DellHomeSalesCA has surpassed $150,000 and is increasing at notable pace.”


The Forecast for Metrics in 2010


Earlier we mentioned generic forms of social media metrics. The survey revealed that indeed, 89% of CMOs tracked the impact of social media by traffic, page views, and the size of their social graph or communities. However, 2010 is the year that social media graduates from experimentation to strategic implementation, with direct ties to specific measurable performance indicators.

In 2010, CMOs will seek to establish a connection between social media and business goals. The study documents the adoption of three metrics:

– 333% surge in tracking revenue

– 174% escalation in monitoring conversion

– 150% increase in measuring average order value


A Call To Action


Defining the “R” in ROI is where we need to focus, as it relates to our business goals and performance indicators specifically. Even though much of social media is free, we do know the cost of engagement as it relates to employees, time, equipment, and opportunity cost (what they’re not focusing on or accomplishing while engaging in social media). Tying those costs to the results will reveal a formula for assessing the “I” as investment.

When we truly grasp the ability to define action and measure it, we can expand the impact of new media beyond the profit and loss. We can adapt business processes, inspire ingenuity, and more effectively compete for the future.


More business resources from Mashable:


The 10 Stages of Social Media Business Integration
HOW TO: Use Social Media to Connect with Other Entrepreneurs
HOW TO: Implement a Social Media Business Strategy
9 Great Document Collaboration Tools for Teams
5 New Year’s Resolutions for SMBs
HOW TO: Choose a News Reader for Keeping Tabs on Your Industry
5 Advanced Social Media Marketing Strategies for Small Businesses

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