Solomozone

The Every Day Digital

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  • Five Steps To Measure Social Media Success

    Keeping track of your brand’s social media success on monthly basis, can help you understand your brand’s performance to ensure that you achieve your social media goals.

     

    Start with a Snapshot

    Start measuring the performance of social media engagement across channels. Start with a complete snapshot of  your performance across channels, covering the following attributes:

    Total Audience Size, Engagements, Engagement as a percentage of Audience, Number of mentions and Potential Audience Reach.

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    Focus on Goals

    Measure the performance of each channel for the goals. If your goal is to increase site visits , measure the performance of each channel for the goal. Map the performance of key metrics with month on month activity to know which campaigns and channel help you achieve the goals.
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    Zero in On Key Initiatives

    Identify which initiatives give you the best results. Map the performance for each key initiative.  In an example below shared by Simply Measured, the performance for Influencer Marketing campaign is mapped to see the campaign performance.

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    Track Social Media Performance Over Time

    As  important as it is to get social media performance Snapshot, it is equally important to track performance over time. Look at audience growth, engagement rate as well as mentions for each channel over a time period.

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    Identify Opportunities

    Look at the Social Media report to understand key trends and monitor for any opportunities that exist within the paid and earned media space. A good way to identify opportunities is to look at category level keywords and see your brands performance for them. Make changes wherever required to optimize performance for the top performing keywords on social media channels.

     

  • Ten Last-Minute Halloween Content Marketing Ideas

    Content marketing Ideas for Halloween, for your brand could range from creating a haul video to posts about your new product launches for Halloween. Content that is usually shareable has usefulness with relevance, however, for Halloween there is greater creative flexibility with publishers looking at newer ways to engage the tricking and treating shopper. According to iON Interactive, “the shift in the buyer’s journey, away from dialogues with salespeople to more self-service research and evaluation in digital channels, now puts the onus on marketing to provide more consultative and useful interactions.” Social Media channels and Content Marketing bridge the information gap for digital audiences. Here are ten last-minute content marketing ideas for you to be creative with your content marketing this Halloween.

    Halloween Pranks Video

    Create a Halloween Pranks video featuring your products to engage the shopper. One of the popular creative ideas could be Video linking your brand campaign with Halloween.

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  • Facebook Introduces New Calls To Action

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    Facebook has introduced new Calls To Action that allow you to order food, request an appointment or Get Tickets  to Movies or events making it easier for people to take action faster once they have found something to do or a place they want to go to.

    According to the Facebook post, the initial roll out will be in the US. These new experiences are currently only available in the U.S., but more ways to “communicate directly with businesses on your time and terms” are expected to be announced in the “coming months.”

    • Order food: You can now order food from restaurants directly from their Facebook Pages. Simply click “Start Order” on any restaurant’s Facebook Page that uses Delivery.com or Slice.
    • Request an appointment: For local businesses that require you to book an appointment, such as spas and salons, you can now request a time via the business’ Facebook Page and view their entire slate of services and offerings. They’ll then get back to you on Messenger to confirm your appointment.
    • Get a quote: Some local business Pages will now have a “Get Quote” button at the top that lets you easily and quickly request a quote from the business.
    • Get tickets to movies and events: For many new movies this fall, you can buy movie tickets straight from their Facebook Pages via Fandango. In partnership with Ticketmaster and Eventbrite, we’re also making it possible for people to get tickets to other events — free or paid — directly from the event page on Facebook.

    Facebook has rolled out a new Recommendations feature that makes it easier to gather, map, and organize recommendations from your friends. While writing a post you need to turn on recommendations for a post, that lets you organize places to visit and things to do for a local business or service. You can also turn on recommendations bookmark to ask for suggestions or help your friends. With the revamped events tag, You can catch up on the events activity from friends and hosts and browse event recommendations based on what’s popular with friends or events you’ve connected with in the past. The newest version of the Events dashboard will be available in the U.S. “in the coming weeks.”

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  • 7 Insights For Email Marketing

    Based on a study of over nearly 750 companies representing 3,000 brands in 40 countries, the email benchmark study done by IBM, and Experian’s Q2 2016 Benchmark report , here are 7 insights for Email Marketing.

    Social Media

    Open rates during the holiday season are lower, making it important for retailers to increase the frequency during the holiday season. At the same time targeting email subscribers on Social Media  has a higher CTOR (Click To Open Rates). According to Experian, Targeting email subscribers based on their interest in social media can lead to high email engagement for brands. For example, welcome emails sent to subscribers who engaged via Facebook had an 11 percent higher click-to-open rate than other welcome emails from the same brand (22 percent for Facebook welcomes compared with 19.9 percent for other welcome emails).

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    Key Takeaway : Increase the frequency of emails during the holiday season. Target email subscribers on Social Media to achieve a higher Click To Open rate for your campaign.

    Click-Through Rate

    Mean click-through rates are 0.80 percentage points lower at 28.6 percent during the holiday season.

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    Key Takeaway : Marketers need to factor in lower click-through rates, to achieve their KPIs, despite the increased frequency of emails.

    Engagement

    Engagement, often called “read rate,” measures how long a recipient reads an email at three different time intervals: “read”(eight or more seconds); “skimmed” (two to less than eight seconds) and “glanced/deleted” (less than two seconds).
    Overall, more than half – 53 percent of emails tracked were classified as read, followed by glanced 26 percent and skimmed 22 percent.

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    Key Takeaway : With high read rates, emails make for an effective engagement marketing tactic. If the goal of the brand is to engage customers then email should be in your marketing plan.

    Transactional Messages

    Behavior triggered emails have a better performance rate. Transactional messages have been seen to be a powerful customer contact moment and these statistics bear out the point.

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    Key Takeaway : Transactional messages present a new opportunity for brands to engage readers with promotional offers.

    Creative Content

    Email creative that has a sense of urgency built into it for Holiday campaigns saw better performance. According to Experian, use of a Countdown clock in 2015, saw a higher Click To Open Rate.  Marketing campaigns that included a dynamic countdown clock had a 41 percent higher click-to-open rate and more than double the transaction rate of other holiday mailings from the same brands.

    Key Takeaway : Customize your content with tools that create a sense of urgency.

    Email personalization

    Personalization can help boost the performance of promotional emails. Based on data from April 2015 to March 2016, brands that included personalized subject lines experienced 27 percent higher unique click rates, 11 percent higher click-to-open rates and more than double the transaction rate compared with other promotional mailings.

    Key Takeaway : Personalize your message for Holiday Season.

    POS Subscribers

    For the time period between April 2015 and March 2016, welcome mailings to POS subscribers had a 32 percent higher click-to-open rate than for subscribers obtained from other sources (23.2 percent for POS compared with 17.5 percent from other sources). For online customers offer a chance to subscribe to brand’s emails at the time of checkout.

    Key Takeaway : Collect data at POS location that is validated and improve the quality of email data.

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