Trending Now

Measuring ROI in social and mobile marketing

Today I gave a talk to Denmark’s FDIM group in Copenhagen (and I’ll give a similar talk tomorrow at Wednesday Live in Stockholm) on how to figure out what’s working and what’s not in the latest digital marketing techniques. In addition to walking through the basics of how to measure ROI, it also highlights several examples of real companies making money with these techniques. If you’re interested in the slides, check out “Measuring ROI in Social and Mobile Marketing.”

I got a great question after my presentation on how you can tell that your social media activities are turning people off. The answer is one that not too many people talk about, but it is common to any kind of direct marketing activity.

Copenhagen city hall.
Image via Wikipedia

In catalog marketing, you always get people who ask you to take them off your list. In e-mail marketing, people unsubscribe. Social media marketing is no different, where you need to track the number of people who unfriend you on Facebook or stop following you on Twitter or unsubscribe to your blog or message board.

Just as you do with any direct marketing campaign, you’ll always get opt outs whenever you use your list. A low number of opt outs is inevitable no matter what you do, but if you start seeing large numbers, it’s time to take a close look at how you are using the list.

If you are sending blanket offers that are high-pressure and not very helpful, expect them to get rejected. In the slides is one case study where BMW got a 30% conversion rate for an MMS message suggesting that customers purchase snow tires. If that was all they did, they’d probably have gotten blocked by many recipients.

But BMW was much smarter than that. They timed the offer for the beginning of winter and they personalized it. They sent customers a suggestion for exactly what snow tires would be best for their particular BMW model. If your marketing is helpful or entertaining or saves people time, or all three, you’ll get very few opt outs. If you are getting opt outs, then your marketing is probably none of those and it needs to change.

So what kind of ROI do you get with social and mobile marketing? Or don’t you know?

Enhanced by Zemanta
Avatar

Mike Moran

Mike Moran is an expert in digital marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, an AI powered consumer intelligence technology and consulting firm. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

Join the Discussion

Your email address will not be published. Required fields are marked *

Back to top