On the most recent New Marketing Labs TV episode, I was joined by an all-star cast from New Marketing Labs to give a sneak peek at the New Marketing Labs dashboard. The NML dashboard gives businesses the opportunity to monitor their social media activity and to assess the ROI of their digital marketing and social media marketing activities.
The NML dashboard gives summary/graphical information, allows you to see detailed posts/tweets, provides workflow capabilities, and more.
Oops! this is beginning to sound like an ad. I guess you should just take a look at the video itself…
If you do not see the video above, please click here.
Recently (on New Marketing Labs TV) I had the opportunity to interview Dan Macsai, Assistant Editor at Fast Company Magazine. He shared some tips regarding how to effectively leverage social media. Take a look at the below video to learn from one of the iconic business magazines on this topic.
Dave Thomas and I discussed some marketing lessons from our recent participation in the 2011 Consumer Electronics Show (CES) in Las Vegas. Check it out…
Lots has been going on since my last post on this blog. Some of it has been captured elsewhere on the web, such as in the below posts at the New Marketing Labs website. Click on a section title to check them out!
After recently returning from my first Inbound Marketing Summit (#ims10), where attendees received an engaging firehose of information over the course of 2 days, I put together the top 10 nuggets of information that I gleaned from the event:
In my last blog post, I shared the 10 Commandments from the Inbound Marketing Summit, which summarized key lessons from that event. An additional key lesson, which was not explicitly articulated in that post, was the observation from Scott Stratten that: “People don’t share [spread] ‘Meh’ with their friends…they only share ‘Awesome!’ ” Think about your social media activities. When you read all those countless updates, from the various members of your social networks, you ignore most of them, nod your head along with some of them, but really only say “Wow!” regarding a few posts. It is those few awesome posts that you feel that you absolutely must share with your friends and colleagues. [More…]
As you work to create awesome content for your social media assets, video is a powerful content-type to leverage. Here are examples of a few of the video types which can be leveraged. [More…]
In a recent blog post, Dave Thomas (my colleague at New Marketing Labs) talked about the exciting changes which are happening at New Marketing Labs, and about something called The Pulse. You may have scratched your head and asked, “What is that about?”
If you read yesterday’s post you heard me talk about our new organization, The Pulse Media Strategies (TPMS), and how it has been created to execute the content, community and marketplace (C+C+M) concept that you have been hearing more about. “Okay,” you may say, “I get this content, community and marketplace thing, but I don’t understand these different organizations and their roles.” Read on, and I will try to shed some additional light on this. [More…]
Recently, I presented on New Marketing Labs TV (NML-TV) on the topic of “Assessing ROI for Social Media Campaigns.” I addressed the question which many folks ask, “Is my social media campaign effective?” I was joined on the show by Chris Penn, Vice President of Strategy and Innovation at the Sky Factory and Nichole Kelly, Director of Social Media at CareOne Debt Relief Services.
Here are some of the tips which we gave on this topic:
First of all, you need to have an overall strategy in regards to your social media campaigns. When crafting a strategy, you should keep the following in mind:
Define your target audience and get an in-depth understanding of their problems and questions
Become a trusted source of information for your target audience
Build an online presence with relevant content
Make it easy to transition the client from learning from you to buying from you
Measure results.
“Ok…” You’re saying, that’s a good starting point. “But, what type of results should I be looking for?”
Well, glad you asked. Here are a few areas where people commonly look for results:
Exposure and buzz
Branding
Reputation management
Sales and new business
Exposure and traffic
Subscribers and repeat traffic
Links
Rankings
Now, all the above are very interesting metrics, but my colleague Chris Penn would point out that you need to differentiate between diagnostic metrics and objective metrics:
Diagnostic Metrics: Tell you how the trip is going
Objective Metrics: Tell you when you have arrived at your destination. And, at the end of the day, the most important objective metric is a financial ROI.
Of course, all business folks will tell you the simple formula used to calculate an ROI. It is easily defined as ROI = (E – S) / S where E = “money you earned” and “S = the money you spent.
When calculating the money you spent, be sure to include the “opportunity cost” of the time spent by personnel on the marketing campaigns.
Nichole Kelly gave us some good thoughts on other factors which we should consider when assessing the “money earned” and “money spent” variables, including:
Improved Customer Retention Rate
Decreased Operational Costs
Increased Usage of Self-Help Options
Customer “Saves” (turning around a previously dissatisfied customer)
Cross-sells
Improved Process Innovations
To learn more about all of these tips, please feel free to view the entire episode:
If you can’t see the video, you can find it over here:
You can delve even deeper into the calculation of ROI by reviewing this video and these worksheets from Chris.
You can tune into NMLTV live every Friday from 2-3p EST. Follow the conversation and jump in using #NMLTV on Twitter. If you missed any episodes, you can dig through the entire NMLTV archive.
For those of you who haven’t heard, I just joined New Marketing Labs as Executive Director.
New Marketing Labs (NML) is a leading digital marketing and social media agency. Founded by New York Times and Wall Street Journal bestselling author and social communications pioneer Chris Brogan, New Marketing Labs works with small, medium and large companies to develop strategies and implement campaigns that support bottom-line objectives. Clients and partners include top brands like SAS, Citrix, Sony, Microsoft, Johnson & Johnson, Coca-Cola, Nintendo, PepsiCo, NBC, Cisco, Intel, Titleist, Amazon.com and Pearson Education.
Built around an experienced staff with a track record of success in enterprise, entrepreneurial, B2B and B2C environments, New Marketing Labs focuses on a metrics-driven approach to generating awareness, increasing engagement, building brands and driving sales. Headquartered outside Boston, MA, New Marketing Labs has a global outlook and reach, with the ability to service clients either directly or via partnerships across the Americas, EMEA, and APAC.
As Executive Director, I lead Business Development, Client Management and Product Management functions.
