Report: Fewer Than 1% Of Sales Can Be Tracked Back To Social Media



I guess they didn't do any research into how many sales social media brought in for weight loss products like dem berriezz. Don't be fooled, 50+ males on FB buy a lot of stuff.

In terms of legit ecommerce stuff selling on social maybe not though.
 
avatar33 said:
That's exactly what it is. Brand awareness sounds like Chinese to most people, but real marketers (who build businesses, not MFA sites) know what it is.

I'm not ashamed to say that some clients pay me good money to improve their social presence. I set them up on Facebook Ads, launch/manage social contests and get them laser targeted fans/followers on a monthly basis. I have all the stats to prove that I'm getting them more traffic and improving their overall visibility in the social sphere, and they're very happy with that. I tell them right from the get go that if they hope their sales will increase by XX% through social media, I'm not their guy. Social media is not meant to [directly] increase sales.
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Ah yes. Branding. Don't worry about the sales, we're branding here.

The Ad Contrarian: The Accountability Gap

:banana_sml:
 
^lol that's a good article, but it's true that it's really hard to measure the ROI on social media.

I feel sorry for big consumer brands like Coke, GAP or Starbucks. How the fuck can they properly measure the results of their ad campaigns, whether it be social media or anything else? That's probably why SMM agencies fight hard for these accounts...
 
avatar33 said:
^lol that's a good article, but it's true that it's really hard to measure the ROI on social media.

I feel sorry for big consumer brands like Coke, GAP or Starbucks. How the fuck can they properly measure the results of their ad campaigns, whether it be social media or anything else? That's probably why SMM agencies fight hard for these accounts...
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Because anyone that knows anything about analytics can track the vast majority of this stuff. Using coremetrics, or omni, in conjunction with radian6/marketo you're able to calculate where the traffic comes from, what it's doing, engagement, returns, and and AOV from those sources.
 
IceToEskimos said:
if you believe that the aim of all advertising is to create marginal differences in the consumer's opinions about similar products, then a proper social media campaign is probably more effective than many types of traditional placements...

...if your idea of advertising revolves around direct response methods, social is not for you.
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not exactly..most people just suck at driving sales through social. social advertising is all about building an ad copy that's good enough to get cost-effective clicks, and targeting properly to find audience that actually converts.

you're a retard if you think you can sell cars on facebook though
 
mgtarheels said:
Because anyone that knows anything about analytics can track the vast majority of this stuff. Using coremetrics, or omni, in conjunction with radian6/marketo you're able to calculate where the traffic comes from, what it's doing, engagement, returns, and and AOV from those sources.
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This presupposes that people here understand analytics.

Remember...WF =

350jinl.jpg
 
mgtarheels said:
Because anyone that knows anything about analytics can track the vast majority of this stuff. Using coremetrics, or omni, in conjunction with radian6/marketo you're able to calculate where the traffic comes from, what it's doing, engagement, returns, and and AOV from those sources.
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Ok champion... let me know if your $20k/m Analytics can track this properly...

Scenario #1: (TV Ad)

I see your ad on TV, didn't buy anything... 6 weeks later I google up a keyword relevant to your business... you come up #5 in the results. I was actually about to click on the #2 result but when I saw your listing in #5, I remembered that I saw your TV commercial a couple weeks ago, so I clicked on your site instead and bought from you.

How the fuck did you track this? You probably gave all the credit to the SEO guys when most of the credit goes to the TV commercial guys for creating that brand awareness.

Example #2: (Social Media)

I've been a fan of your Facebook page for months but I never bought anything. However during a family reunion a discussion came up where my aunt was looking for a service that does what you do. I tell them about your site and how you can provide this and that etc... the next day my aunt goes on your site directly and buys... 1 week later my mom googles up your brand name and buys as well.

How the fuck did you track this back to Social Media?
 
avatar33 said:
Ok champion... let me know if your $20k/m Analytics can track this properly...

Scenario #1: (TV Ad)

I see your ad on TV, didn't buy anything... 6 weeks later I google up a keyword relevant to your business... you come up #5 in the results. I was actually about to click on the #2 result but when I saw your listing in #5, I remembered that I saw your TV commercial a couple weeks ago, so I clicked on your site instead and bought from you.

How the fuck did you track this? You probably gave all the credit to the SEO guys when most of the credit goes to the TV commercial guys for creating that brand awareness.

Example #2: (Social Media)

I've been a fan of your Facebook page for months but I never bought anything. However during a family reunion a discussion came up where my aunt was looking for a service that does what you do. I tell them about your site and how you can provide this and that etc... the next day my aunt goes on your site directly and buys... 1 week later my mom googles up your brand name and buys as well.

How the fuck did you track this back to Social Media?
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#1 yep. Brand awareness will increase ctr and branded searches, which is measurable via wmt and average rankings. They can be and have been directly correlated to brand awareness campaigns. Typically, when your example happens it is not isolated but is noticeable via analytics.

#2 same answer as above, except for type-in traffic. There is a reason marketing campaigns are typically staggered. With word-of-mouth marketing, this is noticeable via social media tracking with brand chatter.
 
mgtarheels said:
#1 yep. Brand awareness will increase ctr and branded searches, which is measurable via wmt and average rankings. They can be and have been directly correlated to brand awareness campaigns. Typically, when your example happens it is not isolated but is noticeable via analytics.

#2 same answer as above, except for type-in traffic. There is a reason marketing campaigns are typically staggered. With word-of-mouth marketing, this is noticeable via social media tracking with brand chatter.
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Go lookup about "interactive attribution", you'll find a number of solutions that track across the different channels (eg. seo, ppc, media, email, social, etc) to determine "who was first" and get credit for the lead. It's all enterprise type stuff but it's there.
 
adamx12m said:
Go lookup about "interactive attribution", you'll find a number of solutions that track across the different channels (eg. seo, ppc, media, email, social, etc) to determine "who was first" and get credit for the lead. It's all enterprise type stuff but it's there.
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Yep, use them daily but didn't that answered his question but I could be wrong.
 
Come on guys, stop with the fancy lingo of social bullshit, there are limits to what all these tools can track and you know it. Analytics are not at people's dinner tables so you can't accurately tell whether the word of mouth came from your your TV ad, your fan page, your roadside banner or radio ad... the concept of "brand awareness" is vague and intangible. that's why many companies ask "How did you hear about us" when you signup or buy. That's the best way they found to accurately track those untrackable leads... yet nobody fucking answers. lol

This whole thing reminds me of this site.
 
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