Everyone should be screaming-quantifying SNS social media marketing ROI

"SNS social media is more measurable than television or other Internet platforms – it's not just about advertising exposure and clicks, but also about Word-of-mouth spreads among users and the value of fans," he said. "Advertisers are more accustomed to cpm,cpc these visible numbers to measure ROI," says Bill, chief marketing officer for Renren. "They ask where the value of Word-of-mouth spreads is." This time in the "everyone squealing" model based on SNS social media Advertising Effectiveness evaluation analysis System, Through the visible figures to solve the advertiser's confusion. ”

It is understood that, in addition to the effect of friends Word-of-mouth transmission digital, more importantly, Nielsen for a number of brand advertisers in Renren ads conducted by the monitoring results show that word-of-mouth spread of exposure and click on the brand and sales promotion is also valuable. "Word-of-mouth exposure and click Promotion in the four dimensions of brand memory, preference, pre-order, and recommendation is greater than paid advertising." "said Hong Henglong, senior director of product research at the Nielsen Company.

In addition to the value of social media word-of-mouth dissemination, the value of fans is also the concern of advertisers. Nielsen also released a consumer-value report from 40 brands of Renren, allowing advertisers to figure out how much each fan is worth.

"In order to measure the impact of a single fan number and to enable advertisers to better operate in Renren's own media, we have launched a public homepage fan Analysis Management system." "In this state-of-the-art and sophisticated analytics system," says Bill, advertisers can not only see the changes in the number of fans, but also see how active the fans, and analyze the reasons for the growth and activity of fans in order to optimize the operation of the public homepage in real time, in addition, you can also know who the fans are, from where, How many friends they have, find opinion leaders, and carry out targeted dissemination. ”

The industry reflects that, with the mature and perfect SNS social media effect measurement tools, more enterprises will use SNS marketing to seize the opportunity to obtain their most valuable consumers.