This two part webinar series is hosted by Progress Partner Marketing. Key topics:
1. Social media and the marketing world: What’s new, and why you should care?
2. The evolution of content marketing: The intersection of stories, search and social
3. Eyes vs wallets: The two major social marketing strategies
4. How to measure your awareness-building campaign
5. How to measure your lead generation campaign
6. What’s next: Where is this technology and marketing heading?
1. Making Dollars and Cents of Social Media
Driving Revenue Growth Through Content Marketing
Session 2: Measuring Your Success
Hosted by: Progress Partner Marketing
Presenter: Todd Van Hoosear, VP, Public Relations &
Stakeholder Engagement at HB Agency
5. Making Dollars and Cents of Social Media
Driving Revenue Growth Through Content Marketing
Session 2: Measuring Your Success
Hosted by: Progress Partner Marketing
Presenter: Todd Van Hoosear, VP, Public Relations &
Stakeholder Engagement at HB Agency
6. Making Dollars and Cents of Social Media
Todd Van Hoosear, VP, Public Relations & Stakeholder Engagement at HB Agency
Thank you for joining today’s webinar: Making dollars and cents of social media, driving revenue growth through content marketing. This two part webinar series is hosted by Progress Partner Marketing.
…..before we get started let me take you through a few “housekeeping items”
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Final Note: we are recording today’s webinar and will post this along with session 1 on to PartnerLink
Thank you for joining today’s webinar: Making dollars and cents of social media, driving revenue growth through content marketing. This two part webinar series is hosted by Progress Partner Marketing.
My name is Chuck Sicard, Global Partner Marketing Manager here at Progress and I am thrilled to be hosting today.
As mentioned, this is the 2nd part of the 2-part webinar series. Part 1 focused on: Aligning Your Program, today for Part 2 we will focus on Measuring Your Success.
The presenter is Todd Van WHO-zeer
Todd Van WHO-zeer is vice president of public relations and stakeholder engagement at HB Agency, an integrated marketing and communications agency based in the Boston area. Todd’s clients have included some of the biggest brands in telecommunications, engineering, publishing and technology. Todd helps his clients find, craft messages for, engage and help create lasting relationships with influencers and community members. In addition to his work with HB, Todd teaches marketing communications at Boston University and is a fellow of the Society for New Communications Research. Todd, take it away!
Am I right?
Nobody can say it better than Gary Vaynerchuk when it comes to social media and ROI. I’d play you his video on ROI, but this is a family-friendly webinar and if you’ve ever seen him speak, you’ll know what I’m talking about. Just google that quote there (after the webinar please), put some headphones on so as to not alarm your colleagues with his NSFW language, and you’ll see what I’m talking about.
M
ROI is a calculation of value. But value doesn’t just come in a pure monetary form. We’ll come back to a discussion about value in a few minutes, but first, let’s explore ROI a little deeper.
This is especially true in the world of social media. You think Facebook is free? Think again!
As we say in the social media world, “if you’re not paying for the product, you ARE the product.”
There are a lot of tangibles in calculating social media ROI, and even more intangibles. Let’s talk about both.
Attribution is the hard part…
By looking at this graph, can we clearly attribute the rise in leads to the increase in blog traffic? Is there causality, or mere correlation?The trick is to leave as little to the imagination as possible. One very important way to do that is to track clicks carefully using the powerful combination of Google Campaign Codes, link shorteners and Google Analytics. If you want a refresher on how that works, take another listen to the first webinar in this series.
There are even more basic awareness metrics, like measuring views and potential views.
Nobody can say it better than Gary Vaynerchuk when it comes to social media and ROI. I’d play you his video on ROI, but this is a family-friendly webinar and if you’ve ever seen him speak, you’ll know what I’m talking about. Just google that quote there (after the webinar please), put some headphones on so as to not alarm your colleagues with his NSFW language, and you’ll see what I’m talking about.
M
Some CIOs are now reporting to the CMO
Responsive = nimble. Real time marketing
h/t to David Armano of Edelman