Category Archives: Measure and Refine
September 2, 2010
Top 4 Factors of an Integrated Approach to Search Engine Optimization and Social Media
More often than not, Media Logic sees companies significantly concentrating on either SEO or social marketing… So how can they effectively integrate both in a strategic approach without expending twice the time and resources? To help provide some direction, I decided to reach out to Media Logic colleague, Danny Dover, an influential SEO expert at SEOmoz, to determine a few key factors in developing an approach that effectively integrates search engine optimization and social media on a small scale.
After putting our heads together, we’ve come up with 4 critical success factors for an integrated approach to search engine optimization (SEO) and social media marketing…
May 28, 2010
Four Metrics for Determining the Value of a Facebook Fan
How much is a Facebook fan worth?
There has been a lot of discussion about this topic lately, among brands and marketers alike, that are struggling to quantify the value of social marketing efforts. Here in Albany, a local car dealership has been advertizing a $50 incentive to become their fan on Facebook. Another company has come up with a formula that they consider to be a scientific method of putting a dollar value on a fan, while other marketers rebut this formula as inaccurate.
So, who is right?
Posted in Measure and Refine, Social Marketing
Tagged authority, brand advocacy, consumer motivation, engagement, general KPIs, influence, loyalty, marketing impact, metrics, reach, real value of Facebook fans, social marketing, social media as a marketing tool, social media optimization strategies, strategic social marketing, value of social connections, value of social marketing
February 17, 2010
The Price of Free: Framing the Cost of Content Strategies
In early January, Jason Falls wrote a really interesting piece on his blog about the value of social media and its impact on search results. It was intriguing to me as I have the task of managing the paid search efforts on behalf of Media Logic for lead generation purposes. With Google and Microsoft making real-time search (social search) a part of their fruit salad, the effort to be found and its associated value is an ever elusive target. Creating inbound marketing leads via social media content strategies is high on the 2010 agenda. In order to open the doors more swiftly agencies, consultants and internal marketing departments need to assign real value for these efforts.
Why was I so intrigued by Jason’s post?
September 25, 2009
Driving Response Through Analytics
Few products set the marketing bar higher than EMBA programs from top business schools. In our work with the Johnson School at Cornell University, Media Logic helped the school extend its brand to more than 20 markets through an integrated conversation-centric marketing campaign. We employed a wide array of targeted media as well as automated communication that was used to spark a dialog with the school’s admissions team.
Key to the success of these campaigns was sophisticated web analytics that allowed us to track results, report them in real time and make continual refinements to the campaign. As a result, we were able to:
- Reduce costs and improve ROI
- Determine the best-performing media vehicles and re-allocate media dollars accordingly
- Track performance by both market and media type
- Track web conversion activities and paths
- Keep Sales and Marketing teams fully connected
- Systematize continual improvement
For example, we learned that both print and pay-per-click advertising delivered the best results in terms of cost per matriculant, while radio delivered “brand cover” for the program overall but did not drive applications or enrollments. The program saw 500% growth over a six-year period, the cost per enrollee was reduced dramatically, and in 2008 alone, ROMI was 802%.
August 20, 2009
Analytics Lead the Way
We recently developed a Mine & Dine report for one of our higher education clients, summarizing the analytics for a marketing microsite that was part of an integrated campaign. The report revealed some impressive results, including:
- The total number of unique visitors has increased 38% in the last quarter. Most of these are first-time visitors, an indication that our efforts are continuing to drive interest and response.
- Prior to the campaign, there was almost no traffic from organic search, now it represents a significant source of traffic. We’ve also recommended to the client to make small tweaks to the copy or the features on the home page of the site. This would indicate to search engines that there is “fresh content” and would raise its presence in organic search.
- We were able to track visitors by geography and make recommendations for future geo-targeted advertising.
- The overall conversion rate on the site is nearly 7% as compared to 2-3% industry averages for sites of similar size, so we are clearly giving prospects what they are looking for.
With this type of information, Media Logic and the client will now be able to make strategic marketing decisions grounded in data.
Posted in Measure and Refine, Mine & Dine
July 14, 2009
From Many Houses to One
Cornell University’s College of Engineering’s previous marketing of its Masters of Engineering programs had been limited and fractured. Media Logic developed a solution that could – for the first time – leverage the collective strength of Cornell’s M.Eng. programs while establishing a framework for capturing and nurturing qualified leads.
July 9, 2009
It’s a Wonderful (Social) Life
If you’re still thinking about social media as nothing but another channel, to quote George Bailey when he was trying to calm his bank’s nervous customers, “look, you’ve got this thing all wrong.”
May 13, 2009
Don’t Use ROI as a Scapegoat
It is an acronym du jour – three letters that far too often are tossed out on a table as a tactical block in a marketing game of chess, rather than a sincere question of “What can you do with my budget?”
Posted in Measure and Refine
May 1, 2009
Measuring Social Media
In a marketing world focused on ROI, social media present some fascinating challenges. HOW do we measure? WHAT do we measure? And ultimately, how do we prove social media’s importance to our organizations?
Posted in How to Go Social, Measure and Refine