All.Some of the world's best-known social media platforms, Facebook, YouTube, Instagram and Twitter, have 1.6 billion daily active users, 149 million, 600 million and 134 million, respectively. And we can not be separated from WeChat, the number of monthly active users has exceeded 1.2 billion.According to statistics, everyone spends an average of more than two hours a day on social media. It's no exaggeration to say that social media is already an integral part of our lives.
How do you determine how much value social media marketing can bring to your business? Thousands of businesses have solved the problem, and they can usually answer it with precision.Not every social media return on investment (ROI) must be measured in money, but ROI should always be linked to your company's goals. Of course, reaping more than investing is a d yearning goal, but many companies are more concerned with spreading their reputations. They may want to use social media to promote events, increase the focus of upcoming big events, and so on.In any case, social marketing performance cannot be taken for granted.Research shows that 44 percent of corporate marketers admit they don't have a specific plan to measure the positive impact of social media on them. Thirty-six percent said they understood the positive effects, but only in terms of stereotypes, not quantitative ones.Whatever your goals, you can define, set, and measure, and then take a closer look at the results to determine what your social media ROI is. You can use the following methods to achieve your goals.Set social media marketing goals that deliver specific revenueThe first step in calculating the ROI of social media marketing is to determine exactly what your "benefits" are.The benefits may be specific monetary returns that can be calculated using conversion rates, which we'll cover in more detail later. Or it could be an invisible reward, such as turning social media into a megaphone for promotions.Common goals used on social media include:- Enhance your brand's reputation
- Improve customer service through social media connectivity
- Increase traffic to specific pages
- Increase the exchange of certain offers
- Increase in app downloads or course registrations
- Promote other marketing channels, such as new videos or blog content
- Get brand-related social recognition from reviews
Regardless of the goals you set, make sure they are relevant to the actual specific business benefit. Don't just target "a lot of followers." If your goal is to have a lot of followers to effectively broadcast and promote the latest promotions or blog posts, what you really want is a larger audience of followers across your segment to actually respond to those posts.Each goal should be linked to quantifiable marketing metrics. Also, think deeply about what your business wants to achieve, rather than setting goals for granted.For example, you want to attract a large number of users to redeem the coupons you offer. In this case, the goal can be the total number of redemptions (e.g. 2,000) or the ratio of the number of times you see a coupon ad to the actual number of redemptions, i.e. the conversion rate (for example, 16% of all impressions are converted to redeemers).The goals you set affect how you handle your ads and how you adjust them to improve performance.For the amount of social media return on investment, plan your journeyIf you're interested in how much social media marketing or advertising will bring to your company, it's only a matter of minutes to calculate your investment ROI.The first step is to track the user journey and the role that social platforms play in it.Because very few people buy directly from social platforms or make reservations from social platforms, you need to list all the steps users may go through between seeing social media information and making a final paid purchase.Here's an example of a user journey:Users found a local car wash on Instagram, providing unlimited monthly car wash membership-The user clicks on the post to see the details-The user clicks on the link in the post description to reach the page where the member can be purchased-The user purchases the memberEach step represents a conversion rate. Tens of thousands of people may see your ad, but only 10% of them will choose to click to see more information. Of these 10 per cent, perhaps only 20 per cent visited the links provided. Of those landing page visitors, perhaps 14% will end up buying. "If the membership fee is $240 per year ($20 per month), the break-even point for each ad display fee for the company is calculated based on the overall ratio:$240 x 14% x 20% x 10% . . . $0.67 per presentation
Based on this calculation, as long as each ad costs less than 67 cents per user, ads that convert only 0.28 percent will still be profitable. Activities can also try creative ways to increase conversion rates between steps, such as providing users with different car photos based on the brand pages they follow.For free advertising campaigns, ROI can be calculated using the cost of running social media instead of the cost of advertising. For example, paying $673 a week to an employee and spending an hour a day managing and posting social media content can determine its natural cost:(5 hours/40 hours) x $673 s$84.13 per week
It all depends on how you define costs, calculate revenue, and organize advertising campaigns so that the benefits outweigh the costs.In today's highly influential social media, good marketers should know how to allocate marketing budgets clearly and methodologically to maximize revenue for their businesses.If you want to understand more practical marketing effectiveness、Don't miss out on ways to grow, or if you want to systematically master the vocational skills associated with growth marketingMarTechApe's well-crafted Growth Marketing Course!"Growth Marketing Special Series" by MarTechApe in the United States jointly developed and launched by the first-line growth marketing experts, by the following U.S. companies first-line traders to teach:AmazonUnited States, program advertising consultant
AmazonUnited States, Advertiser Manager
AppleUnited States, marketing data scientist
UberU.S., Global Marketing Analytics Team Data Analyst
HimalayaU.S., Director of Growth Marketing
West ElmUSA, Senior Marketing Analytics Manager
JackpocketUSA, Senior Growth Marketing Manager
This special series consists of 7 courses, covering 7 growth marketing strategies and methods that are widely used in both China and the United States: | The content of the course |
| Google Analytics and Google Data Visualization Tools
Google Analytics & Google Data Studio
|
| A/B Testing applications in advertising marketingMedia Test & Learn: A/B Testing |
| CRM Marketing and User Retention StrategyCRM Marketing and User Retention |
| |
| Getting Started with Facebook Ads |
| Google and Amazon's Search Bid AdsSEM: Google Ads and Amazon Advertising |
| |
1. Course teachers and curriculumA 5-10 year of growth marketing experts from well-known U.S. companies taught each teacher and their courses:"Growth Marketing Special"
West ElmA well-known furniture e-commerce company in the United StatesSenior Marketing Analytics Manager ——Google Analytics and Google Data Visualization ToolsThe original price was $339 1. Business scenarios for Google Analytics Attract more users - site drains Channel/attribution analysis UTM information tracking Assess advertising/media performance, GA analytics integration User Page Behavior Tracking - Site ClickStream Engagement Marketing: Email/website promotion/marketing pages E-commerce: Purchase path/conversion funnel/product information interface optimization Product search: flat/categorical sorting/smart bundle/search/product recommendations per site Website Operations - Top Navigation/Product Sales Rankings/Inventory/Backorder Orders/Enhanced Features Web design/UX design
2. User analytics and user segmentation at Google Analytics
Life cycle value
The user hierarchical chart Interests - Similar categories of interests User process/user track User Segmentation/Custom Reporting (Information Center)
3. Web analytics and attribution analysis at Google Analytics Website Content - Landing Page Web site speed - search terms Benchmarking Analysis - Channels Attribution Analysis: Multi-channel funnels - auxiliary conversions and popular conversion pathways Attribution Analysis: Model Comparison Tool
4. The secrets of Google Analytics What is Hit? What are the different types of Hits? What interactive data do different types of Hits emit? How do I view these Hits data? / What is the limit for Hits?
5. Google Analytics' data range and custom dimensions
Hits, page views, sessions, users Dimensions and metrics Customize dimensions and metrics GA labeling requirements/restrictions/scope (product/hit/website browsing/users)
6. Data visualization benefits: Google Data Studio x Google Analytics |
Apple AppleMarketing data scientist at Silicon Valley headquarters - "A/B Testing applications in advertising marketing"The original price was $339 1. Basic introduction to media testing and learning (A/B testing). What is Media Test and Learning? Why do we need to test and learn with media in advertising marketing? What experiments will be done on advertising in practice? What are the test objects?
2. Experimental design of A/B testing How do I design an experiment? Precautions in experimental design Design the experiment in 6 steps How do I calculate the minimum sample size?
3. The results of the experiment are interpreted Test the reliability and integrity of experimental data
How do I analyze the results of an experiment? How do I estimate the confidence interval of the overall mean or scale based on the sample? How to judge the difference between the experimental group and the control group statistically significant for a certain indicator? What should I be aware of if I want to test multiple metrics at the same time?
4. What is a PSA/Ghost Ads ad? 5. AdvertisingCampaign ROI and effect improvement 6. Limitations of A/B testing and higher-order methods Limitations of A/B testing What is the Universal Control Group? What is Multi-Armed Bandit?
|
UberData analyst for the Global Marketing Analytics team at Silicon Valley headquarters CRM Marketing and User Retention StrategyThe original price was $339 1. What is CRM marketing What role does CRM play in the company? How to communicate and cooperate with THEC's stakeholder There are several ways to carry out CRM CRM's analysis and reporting The importance of CRM marketing
2. User lifecycle segmentation THE target audience for CRM Why we need to segment users How to segment users How to design strategies for each segment
3. Evaluation of the effectiveness of CRM How to evaluate the effectiveness of CRM Business indicators Performance indicators How to judge the price/performance ratio of CRM strategy Whether a CRM policy should be maintained for a long time Limitations of CRM
4. Introduction to new user instances The new user's use of the boot process design An application instance of pre-analysis The experimental results are analyzed and evaluated Guide the CRM policy for the user based on the evaluation design
5. Mature user loyalty programs Premium user base is key How to attract users to stay An application instance of pre-analysis The experimental results are analyzed and evaluated Design CRM policies that attract users to stay based on the assessment
6. How to win back lost users Why aren't users happy with us? How do I motivate users? The type of promotion An application instance of pre-analysis The experimental results are analyzed and evaluated The CRM strategy for winning back lost users is based on the evaluation design
|
Himalaya APP (Himalayan)Director of U.S. Growth - Getting Started with Facebook AdsThe original price was $339 1. Facebook Ads Basic Introduction and Facebook's Ad Structure 2. How to build a new advertising war from scratch Goal, Targeting, Creative 和 Tracking Campaign level (War Epidemic Layer) Ad Sets level (advertising group) Ads level (advertising layer) Tracking (Tracking)
3. How to set targeting: Good orientation is half the success Geographical and demographic characteristics Interest-based orientation (Interest-base) Targeting based on similar populations (Lookalike) Redirect (Retargeting) Placement
4. How do I set up Creative in a Facebook ad: What works? 5. A/B test with Facebook ads Pre-experiment preparation: Test variables, sample size, budget How to experiment with Facebook's A/B testing tool
6. Facebook Ad Optimization Methodology and Industry-Specific Best Practices |
JackpocketSenior Growth Marketing Manager, U.S. Mobile Lottery App - Mobile Growth HackThe original price was $339 1. Introduction to Mobile Growth 2. Mobile marketing attribution Learn marketing attribution, you are close to success. You will learn the importance of attribution in mobile marketing.
What is SDK, deep links, postbacks? How can cross-channel marketing help brands grow? What are the challenges of mobile marketing attribution? Is there a 100% correct attribution? How can I tell if marketing attribution is correct?
3. How to make creative ads for mobile apps Share the Camfrog ads case, how I started from 0, designed and produced video ads, achieved 100% revenue growth for Camfrog, and saved half of the acquisition cost
4. How can I continue to expand my influence on the basis of the winning campaign? 5: Google UAC (Universal App Ads) How to play with the new version of Google UAC How to track user behavior within an APP Advanced UAC measurement method advanced UAC measurement
Improving retention and activity How to optimize your mobile user journey for secondary growth Funnel Optimization recommends How to improve retention and activity (Retention and Engagement)
7. Mobile APP Mall Optimization Blast mobile app is to do this app mall optimization Mobile Mall Optimization and Apple Search Ads Product details experiment with Store Listing Experiment
|
AmazonAdvertiser manager Google and Amazon's Search Bid AdsThe original price was $339 1. Search Engine Marketing industry introductions and application examples 2. How do I set up a Google AdWords ad? 3. Google AdWords optimization tips and best practices in e-commerce, fast sales, and pharmaceuticals 4. Amazon Advertising Amazon Advertising Platform How to Build Search Ads on Amazon Marketing Services (AMS)? 5. Amazon advertising optimization tips and best practices for different industries 6. Search Engine Marketing and Interview Question Guidance
|
AmazonAmerican Procedural Advertising Consultant - Procedural Advertising (Basics and Advances)The original price was $693 1. Why do we buy ads procedurally? 2. A media market like NASDAQ - the basic concept of procedural advertising Live bidding (RTB: real-time bidding) Buyer Platform (DSP: demand-side platform) Ad Network/Seller's Market (Ad network/SSP, supply-side platform) Digital Publishers Ad inventory (ad inventory)
3. From the case point of view of how the bidding in the procedural advertising campaign is going on and what the bidding is all about (focus: publisher waterfall) 4. Introduction to the classification of programmed campaign types Redirect (retargeting) Prospecting/Discovery Class Behavior directed to user behavior behavioral targeting Targeting is targeted based on the content of the content 程序化广告KPI：CPA，CTR，VCR，Viewability，Reach
5. Procedural industry hotspots: 6. Enter the professional circuit of procedural advertising 7. Take Google Campaign Manager (formerly DoubleClick Campaign Manager, or DCM) as an example of a third-party advertising server. From Fludlight to Taffick ads
8. Why conversions are equal, but some conversions are more equal than others - from a reporting point of view, advertising attribution 9. How to choose the right buyer platform for you - yes, "fit" rather than "best" 10. Dynamic Creative Optimization Solution 11. Hotspots for Streaming Ads - Connected TV |
2. Course format and course flowImmersive learning experiences bring online courses closer to offline learning. To prevent course hoarding, teaching assistants urge the end of the class.
Responsible for planning the learning process for all participants, assigning assignments and deadlines.The teaching assistants of the teaching assistants will be nice to remind everyone to hand in their homework and answer questions.Work once a week to test learning results and take 15-30 minutes.The certificate sample is as follows:3. How to register
The total unit price of the seven courses included in the Special Department Course is 2727 yuan. In other words, it costs Rmb2,727 to buy these seven courses separately.However, if you pack up and buy these seven courses, that is, subscribe to the Growth Marketing Special Series, it will only cost RMB 1899. Also, you can enjoy it during the Early Bird offer85% discount toRenminbi.¥1599The value of the price, take away a good lesson!The total unit price of the 7 courses: ¥2727The original price of the special course: $1899Early Bird Group Offer: ¥1599Early Bird Deadline: September 12, 23:59 PM China timeWe provide Invoice or invoices that can be used for corporate reimbursementFor PAYMENT in US dollars, please contact the little assistant (the top left is the small assistant QR code)If you have already purchased one or more of these 7 courses, please contact your assistant to obtain a voucher without repeating the purchase (the assistant QR code on the top left)4. When does the shift start?Once you subscribe to the course, you can unlock all course-related videos and adjust your progress.
Class Group Questions and Assignments Start: September 12, 2020If you encounter problems with your registration, you can ask your assistant:Keep learning, stay competitive in the workplace, MarTechApe class, look forward to your arrival!
Go to "Discovery" - "Take a look" browse "Friends are watching"