ROI Assessment of social Network marketing

Most of the content of the Tamar Weinberg Marketing Guide for the emerging marketing revolution is the use of specific Web sites for social networks and some marketing basics, compared to facebool,twitter,flickr,dilicious, Strumbleupon and so on. As a result, most of these sites are not accessible at home, so even the use and marketing skills can only be corresponding to their own similar stations in the country; If you are familiar with the use of some sites for social networking, the book is largely worthless.

The last chapter of the entire book is the only one worth reading, in which the author sums up the index of ROI Assessment of social Network marketing: Arrival rate, access rate and traffic, influence, conversion rate and transaction rate, and sustainability. Personally, 5 assessment criteria are not appropriate. First of all, influence is a difficult factor to quantify, how can it be used as an indicator? Secondly, the influence itself can be reflected indirectly through the form of visiting rate and flow, conversion rate and transaction rate, finally, the conversion rate and transaction rate can not really reflect the value of visitors.

For example, in a Web site to invest 5000 yuan marketing costs, 10,000 visitors, of which 2000 conversion, the second month left 500; in the B site also put 5000 yuan marketing costs, to obtain 8,000 visitors, of which 1500 conversion, the second month left 400. Through this set of data comparison can determine a website marketing effect is better than B site? A website 5000 yuan more efficient?

It is easy to evaluate the average income per user (ARPU) if you introduce another data. If a site's conversion customers spend an average of 100 per person, the average customer on the B site consumes 180. It is clear that the actual B site sales and the monthly retention of the user's consumption amount is more valuable.

Of course, for some non-e-commerce sites, the ARPU value does not seem to be a good calculation. However, the different goals of the site can still be assigned different quantitative values. For example, one registration is 5; one download is 5; Download A is 5, download B is 3; spread one (@ a friend) for 3 and so on. This method of quantifying Web site goals is often used in web analytics.

Combined with the 5 assessment factors of Tamar, individuals think that the basic evaluation index of social Network marketing can be as follows:

1. Coverage

Coverage refers to the range and number of audiences that the entire activity reaches. Can be the number of marketing carrier display (such as the image of hard wide, video, etc.), the number of shares and share the number of friends (such as microblogging activities, viral marketing videos, etc.), can also be the number of participants (such as small games, online activities) and so on. Indirect can also be obtained through the index of search engines, such as Baidu Index and Google Trands.

2. Visitor Volume

The amount of traffic can be the number of different visitors to the target page of the marketing campaign, or the number of new visitors to a particular home page.

3. Conversion rate

The conversion rate is the percentage of all visitors accomplishing a specific goal, which can be a transaction of e-commerce, or it can be downloaded, registered, installed, involved, shared, and so on.

4. Conversion value

The average value of a visitor for each conversion, which can be the average amount of an e-commerce transaction, or the average score per download, and the average score per new installation.

5. Continuous

Sustainability here encompasses the sustainability of the impact of marketing campaigns and the retention ratios of customers. The sustainability of influence can be observed by observing the frequency of community discussion and mention of related topics after the end of the marketing campaign, or by the decline rate of the search engine index. The retention ratio of a customer can be a user retention rate after a specific time, or an active user ratio after a specific time, or a user account that has a new consumption record after a specific time.

Different marketing subjects, as well as different marketing goals need to measure the indicators are not the same, but the above 5 points as a basic assessment of the indicators should be feasible. According to the actual marketing theme and marketing objectives, from which appropriate indicators to evolve and refine, should be sufficient to cope with.