SOCIAL MEDIA - ALL ABOUT R.O.I

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When spending time and money implementing social media strategies. Measuring R.O.I is a vital step in measuring success and noticing opportunities. Measuring R.O.I involves setting social media goals that compliment existing business and departmental goals. If you have set a specific number of leads you’re trying to attain, set the number of leads you want to specifically be driven by social media. If one of your goals is to increase landing page conversion by 10%, ensure that you’re tracking the conversion rate of people who land on the page through social channels. Audit your existing social media performance to establish baseline targets, then set appropriate goals for improvement. The brand awareness created by social media—seen from KPI’s is valuable, but it is not enough. According to Altimeter, only 34% of businesses feel that their social strategy is connected to business outcomes. To demonstrate social media’s value, you need to measure social media ROI as it relates to your broader business goals.

- Key examples of social media metrics to track include -

Reach, Site traffic, Leads generated, Sign-ups and conversions, Revenue generated

It’s important for social data to be relevant. Tying social media to the big picture by linking it to organisational and departmental goals will help you achieve that. Once you’ve established your social media goals, you’ll need to identify and implement the tools and processes required to measure the ROI on your social media. This may involve adding tracking codes to URLs through po.st.it or google url builder, building custom landing pages, and more. There are a variety of social media analytics tools which service to track the diverse metrics you are after. 

- Here are some to consider - 

Google Analytics: Track website traffic, on-site conversions, and sign-ups originating from social media campaigns, Salesforce: Add Salesforce tracking codes to the links you share on social networks. When paired with marketing automation software like Marketo, you’ll be able to track sales leads back to specific campaigns or social messages, Hootsuite Analytics: Hootsuite offers a variety of analytics tools to help you track your reach, conversions and more. A few noteworthy examples are:

Custom URL parameters allows you to track which social networks and social messaging did or did not drive traffic to your site, blog or landing page. Hootsuite Analytics Reports offer quick snapshots of your reach through metrics like follower growth, total daily URL click-through and per-post stats for Facebook, Twitter and more Creating analytics templates will allow you to track your desired metrics without having to build out custom reports for each campaign. These reports will also present the data in an easily digestible way, allowing you to simply and effectively share your ROI on social media with the organisation.

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- jessie may - 

A MATCH MADE IN HEAVEN - BALMAIN FOR H&M

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H&M, Europe’s second-largest clothing retailer, is teaming up with French fashion label Balmain in its latest designer collaboration. A collection of apparel and accessories featuring items for men and women will go on sale in about 250 stores and online Nov. 5, Stockholm-based H&M said in a statement Monday. Olivier Rousteing, Balmain’s creative director, and model Kendall Jenner revealed the first items of the line Sunday at the Billboard Music Awards in Las Vegas. The retailer has offered one-time lower-price collections by high-end designers every year for more than a decade, starting in 2004 with Karl Lagerfeld. Last year, the Swedish company formed a partnership with American designer Alexander Wang for a sporty collection including a little black dress in wet-suit fabric and reflective leggings. The hype has already begun! Through social media, H&M and Balmain invited their fans to join a movement of togetherness with: #HMBalmaination. "I want to talk to my generation: this is my main aim as a designer. H&M allows me the unique possibility of bringing everyone into the world of Balmain get a piece of the dream and create a global #HMBalmaination: a movement of togetherness, fuelled on a hashtag. The collaboration felt extremely natural to me: H&M is a brand that everybody connects to. It calls for unity, and I am all for it", says Olivier Rousteing. Under the creative directorship of young Olivier Rousteing, Balmain – the epitome of French luxury – has grown into a global pop culture phenomenon, with modern day icons like Kim Kardashian and Kanye West marching in the forefront. I can guarantee that like the collections previous, I will be queuing outside the doors of the Birmingham Bullring store on November 5th. 

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Who’s joining me? 

- jessie may -

H&M MAKEUP

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The Swedish fashion brand H&M has gone all out by confirming the launch of a complete skincare, bodycare, hair styling and make-up range recently. On its beauty brief, H&M reveals that fashion is at the heart of H&M Beauty; just as its clothes are inspired by seasonal trends and colours, so too will the make-up, 'with seasonal drops of new and limited edition colour palettes throughout the year,' says the brand. Replacing the existing beauty products, H&M Beauty will also a premium beauty line and a conscious range of sustainable products. They are set to launch their beauty line with over 700 products. These items will cover areas for makeup, hair care, skin care, nail polish, beauty tools and more to satisfy all your beauty needs; and it’s going down this September. H&M has decided to stock its new beauty collection in dedicated in-store areas, as well as online at H&M.com, 'for customers to experiment with the latest make-up trends and develop a personal and unique look,' it says. We hear that a natural, dramatic and classic looks will all be catered for, too. According to Sally Wallander (Concept Designer, H&M beauty) – “We are very excited to have ‘fashion for the face’ on offer at H&M. It’s an opportunity to be inventive, creative and to have fun with colours.“ The products are said to be priced between a low to mid price point. ‘HOORAH!’ 

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Are you excited to see if the H&M beauty line is as good as it’s packaging? 

- jessie may -

further reading? click here

TIPS FOR CREATING PIN-WORTHY CONTENT

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Pinterest can take a website from unknown to super successful with a single pin. However, up until now, finding the secret formula for content that will take off and go viral has been largely based on trial and error. Marketers have been scrambling to find a way to reach the largest market possible using Pinterest as the medium. Using the right combination of content, images and infographics seems to key. Follow the tips below to create pinnable content that meets or exceeds your expectations for the network while reaching the largest audience possible. Whether your brand creates and sells a single product or an entire line of retail goods or services, new content is a necessity. If a pin is not a success the first time, it can’t be relied upon over and over again. Instead, new content should be produced on an ongoing basis and regularly pinned to the brand’s account. Using SEO keywords and images that speak to the content that has been created are a must. Think of information that matters to your target market; what are they searching for? What questions do they ask? What news stories pertain to their interests? Use these as inspiration for content creation. Think about lists and actionable ideas that Pinterest users may be interested in. In most cases, those who use Pinterest on a regular basis are looking for projects and recipes—you can provide these easily. Many Pinterest users have entire boards of images: images that speak to them, images that are dynamic, images that are humorous and so on. Visually appealing pieces of information attract users on all social networks, Pinterest operates in the same way, maybe even more so. This is also a great way to supplement content creation. Snapping a photo takes a few seconds and can have a huge impact in driving website traffic. Marketers looking to create pinnable content should focus on blog posts, images and infographics. It only takes one sharable piece of information to make an impact.

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For further reading click here...

- jessie may -

SOCIAL MEDIA MARKETING STRATEGIES

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After deciding that social media marketing was the avenue for my graduate career, I have been delving into the ins and outs of varying social strategies. These two categories of social media strategy can be called “outbound” and “inbound”. They shouldn’t be confused with inbound or outbound digital marketing strategies. In the case of these social media categories, we’re being a little more straight forward than that. An outbound social media marketing strategy is what most who believe in social media want to achieve. They feel that social media is a venue through which to reach people, communicate, improve branding, and expose the company’s messages. Its goal is to be aggressive and take advantage of the fact that the masses are using social media regularly. In many cases, customers are spending more time on social media than any other digital activity. It’s about returning on investment, creating revenue and becoming a leader in social marketing. An inbound social media strategy is very different from a pure inbound marketing strategy. It can be viewed as a defensive posture, a way of covering social media without much time or effort. It’s about checking off the social media task box with little effort and costings. This is the type of strategy that a business should employ if they either do not believe in social media as an appropriate marketing venue or they do not have the time and/or budget to put a true effort towards an outbound strategy.

The strategies in more detail:

• Outbound Social Media Marketing: This is an “all in” strategy. It focuses on the beliefs that lots of people are on social media, that sites like Facebook have the data that can be used for targeting them with the right messages, and that either ideas or website clicks can be driven through an aggressive advertising component.
• Inbound Social Media Presence: Less aggressive than the latter, hence why I did not call it “marketing”. With an inbound strategy, a business is simply creating and managing a presence so that they are there without putting in much effort. It’s not a defeatist strategy by any means. For many, they have not found the benefits of social media or they’re not ready to invest what it takes to have a strong marketing strategy, so they simply get their social media covered.

This is important because people will visit pages and profiles. Most businesses have buttons that lead to their social media profiles right there on their website. The search engines will often rank social media profiles and pages high on search results for the business by name. Making sure that pages have an ongoing flow of content is important while not being too time consuming or expensive.

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Keep checking back for more on social media marketing...

- jessie may -

for further reading head to - soshable