ROI is a hot button issue these days. In this tight economy you can’t just be doing things, you have to measure them.
Are you converting leads? Are you increasing following? Is your engagement going up?
These are the questions you must be asking yourself if you are to run a successful social marketing campaign.
Here are 5 Tools to ensure you’re getting the maximum ROI from your social media efforts, and they won’t break the bank!
A strong social media dashboard is the first element in any social campaign. The dashboard you use to bring all your efforts together. I co-founded MarketMeSuite in 2009, and it has grown into an absolute juggernaut of a marketing and social management tool. It takes the best elements of your favorite management platforms, mixes in geo-targeting and pro-active marketing, and gives you one giant place to share, schedule, auto-post RSS, and post in real time to Facebook at the same time as posting to Twitter and Linkedin. And we are about to launch our new version in early 2012.
Imagine you’re a chiropractor. With MarketMeSuite you can actually geo-target a campaign just to 25 miles from your office. This type of geo-targeted posting is a tremendous time saver. As nice as it is to chat with someone with back pain in Norway, you need to fill your office in New York. MarketMeSuite enables you to convert social leads.
Investment: Currently Free, paid add-ons coming in 2012
ROI: The results are pretty staggering. Studying a cross section of our users, we found 85% of replies sent using reply campaigns method elicit a response. In early 2012 MarketMeSuite will be adding an analytics module which will allow users to see how exact actions inside the app leads to direct results.
Related Posts: The 10 Social Media Laws of Facebook
One overlooked side of any social campaign is the ROI of a blog post through social media. You’re writing blog posts in the hopes that people read them, and by reading them they will be more connected to you and what you sell. So I’m about to give you some important advice:
If you don’t have a decent commenting plugin installed on your blog, don’t waste another second. In fact, don’t even read to the end of this post. Go right now and try LiveFyre.
It’s free, and it’s taken social commenting to a new level. Users are more engaged with the story, tweeting out their comment is a breeze, and it really facilitates discussion on the blog, AND across Twitter and Facebook. In one easy click you can send a message saying “You were just mentioned in this conversation…” with a link back to the blog post.
ROI: Perpetuating a conversation gives your blog post a longer life, and if you can manage to get it into the social media sphere, you can harness that inherent virality that comes with it. I installed it on the MarketMeSuite blog about a month ago, and commenting has doubled.
There is a science behind posting. Knowing where your customers are, and when is the best time to tweet is really important. You can do a lot of this manually in some of the full serviced dashboards, but what about when you’re on the net, and you see something that would be great to send out to your followers? With Buffer you can just click on the easy to install plugin and the message is queued up for times you choose when you can’t physically be there. These messages can go to Twitter and Facebook.
Investment: Free for up to 10 Tweets in your Buffer, then $10 to $99 a month depending on plan
ROI: It’s a simple concept, but that have some good data to back it up. Based on some data they collected CTR on Tweets of links shared by Buffer increased by 200% after 3 weeks of regular use.
Related Posts: 5 Facebook Tools For Your Website
4. Constant Contact
Don’t forget about old school e-mail marketing. Creating newsletters and e-mail campaigns is still as important is it was pre-social media, but now you get a social return on investment for each piece of email marketing you send. Constant Contact has a social sharing feature, so you can share your email across Twitter and Facebook in one click. They also recently acquired Bantam Live and are promising more social integrations soon.
Investment: Starts at $15.00 a month depending on use, free trial.
ROI: They make it real easy to see the social impact of a campaign. When you check your analytics in the Constant Contact dashboard it says “You’ve gone social” and it tells you which network and how often the message was shared.
Twitsprout is one page social analytics. Currently in beta, it offers a decent insight into how you are doing on Twitter. It shows follower growth by day, hourly change in following, growth rate increase/decrease and follow are list ratio.
Investment: Free for basic analytics. Custom Branded reports, contact for quote.
ROI: Twitsprout showcases the important metrics to measure whether your social interactions driven by tools mentions above are doing their jobs, at least on Twitter. Currently data is only related to Twitter.
Key Take Away
Make sure your focus on is what you get for the time you put into something — The ROI. Social Marketing is measurable, if you use the right set of tools!
I’d love to know if there are any other tools you’ve used to help improve your Social Media ROI?
Join the discussion by leaving a comment below and please spread the word by sharing this post with your friends.