In case you missed last week’s webinar on Metrics That Matter in Social Media, here’s a recap—we’ll discuss the top 4 metrics:
Loyalty:
Consider this when you’re evaluating your target audience’s loyalty to your brand:
Are social community members interacting with your brand a) regularly, and b) repeatedly–sharing content and links, mentioning your brand, and, most importantly evangelizing?
The key is to get as many people as you can, telling their peers about “how great” your product is—this is essentially FREE advertising, and a variety of promotion that is invaluable because people tend to trust their peers over marketers!
These are people telling one another about your brand--what are they saying?
Brand Mentions:
The term we use to describe the number of brand mentions online, is Share of Voice. Your Share of Voice is equal to the percentage of mentions you have versus those of your competitors—whoever you determine those to be. The Share of Voice figure will give you a good idea of how often your brand is being talked about on the internet–figure out where you’re being discussed, and how users are describing your brand—this will indicate users’ Sentiment.
Where are people talking about your brand?
Activity Ratio:
How active is your brand’s social network? In Facebook for example, compare (using Facebook Insights) the ratio of active members to the total number members–chart this number over time to determine the ebb and flow of your social followership. There will always be some members of your social network that are inactive, but if you initiate a campaign to increase interaction, by say, incorporating more multimedia (people love to interact with and share multimedia!), measure the resulting data and see if that doesn’t jump start users interaction!
There are a variety of social analytic tools that measure activity—one that we use at Webmarketing123 is called Lithium (previously known as Scout Labs)—check it out!
Conversions:
Everyone wants to measure the volume of leads generated by their social media efforts, but that number is only important relative to your conversion rate on those leads. While the volume of leads may not be there yet, the opportunity to convert on the leads you do have may be staring you in the face. Figure out where your leads are coming from (the flow of traffic through links) by creating campaigns in Salesforce or Marketo, then figure out how many of those clicks are turning into deals.
Tags: Blogs, brand loyalty, brand mentions, Conversions, Highlights, lead generation, metrics, Seth Gutierrez, share of voice, Social Media, Webinar, Webmarketing123
Posted in Social Media | No Comments »
For those of you who missed our webinar on BingHoo! or want a refresher, here’s a brief recap of Wednesday’s presentation. Big thanks to Antonio, Travis and Ben for leading the way on this one—but more importantly, to everyone who tuned in. Thank you for your questions and comments – we appreciate the constant participation!
The subject of this week’s Webmarketing123 webinar was the emerging alliance between Bing (Microsoft) and Yahoo search engines. We have to stress the fact that although the two companies are teaming up for many SEO, PPC and web search purposes, this alliance is not to be misconstrued as a merger between Microsoft and Yahoo. BingHoo!, as it’s being called, will maintain the Yahoo interface, while all organic searches for web, images, video and queries, as well as paid search results, will be powered by Bing.
In addition to the 5 Pillars of SEO (Keywords, Site Content, Meta Content, URL’s, and In-bound Links) that we have discussed at length in other webinars, a few major points to take away from Wednesday’s BingHoo! webinar are as follows:
- In the next year, as the alliance unfolds, focus more on optimizing for Bing than Yahoo. Be sure to have Bing Webmaster Tools installed.
- After the transition, Bing will represent roughly 30% of overall search queries.
- Incorporate and understand your new Bing webmaster tools and pay close attention to how the Bing Spiders crawl through your searches!
And here are a few tips on preparation for the new BingHoo! alliance:
- Continue to place your main focus on Google, a.k.a. the King. Typically, what Google does is followed by Yahoo and Bing.
- Look to optimize your searches using Bing algorithms – obtain “exact” domain matches whenever possible.
- Keep in mind that Bing favors sub-domain or root-domain keywords, so be sure that your domain names are effectively optimized.
- As always, be sure to obtain fresh in-bound links from a diverse array of sites. The greater variety of in-bound linkage that you have, the more traffic your site will receive.
As the effects of this alliance reveal themselves, the most important thing is to stay current on your company’s optimization. Look into in the future and plan for the long-term by planting the seeds for the release of new products within your keywords. Keep up with the pulse of your company’s keyword selection—it’s good practice to run a quarterly review of your keyword basket. Also, make sure that you’re in touch with your consumers and are able to effectively identify the language they use in regards to your company and products, as well as your industry as a whole.
With that said, keep your links fresh, keep your site content relevant and substantial, and optimize, optimize, optimize. SEO is the best way to boost traffic to your site!
Thanks again to everyone who participated in this week’s webinar. Next Wednesday’s webinar will be on integrating your SEO with social media. To sign up for next week’s webinar, please visit http://bit.ly/Web123-Webinar –it’s going to be a good one!
- Seth
Tags: 5 pillars, Bing, Bing-Hoo!, Google, in-bound links, PPC, SEO, Webinar, Webmarketing123, Yahoo
Posted in Pay Per Click, Search Engine Marketing, Search Engine Optimization, Webinar Highlights | No Comments »
