The Week in Social Analytics #138

It’s Friday and that means it’s time for This Week in Social Analytics with our favorite posts of the past week in the world of measurement, analytics, and social media. See a great piece we missed? Link to it in the comments, or tell us about it on Twitter or Facebook

On campaigns and measurement 

Beyond Impressions and Reach: Connecting Campaigns to Conversions [from Marketing Profs; written by Stacy DeBroff]

“By keeping our clients’ business objectives in mind and implementing tactics that can map to those goals, we can handcraft social media and digital campaigns that change consumer behavior. And when we do that, we can dramatically prove out our value to the C-suite in a far more profound way than through reach numbers.”

How To Drive Measurable Social Media Results [from Heidi Cohen]

“But it’s difficult to yield measurable social media results on any social media network, based on AOL via Converto research. That’s because social media interaction tends to occur in the middle of the purchase funnel.

“Understand that social media is best at building awareness since it reaches a broad cross section of customers before, during and after they purchase.”

On content marketing 

Where Is Content Headed? [from B2B Marketing Insider; written by Michael Brenner]

“Storytelling and corporate social responsibility will stop being labeled buzzwords and will become business imperatives as consumers connect with the brands who do it well and who do it consistently.”

The Only Thing You Need to Know About Content Marketing Strategy [from Social Media Today; written by Lacy Boggs]

“Here’s the key: When it comes right down to it, nobody is going to care if your videos are shot on a fancy-pants video camera or your trusty iPhone — if the information is valuable and useful to them.

Action tip: Focus on creating valuable content in a variety of formats to create a content marketing plan that works for you.”

EGC is the Key Content Marketing Trend [from Convince & Convert; written by Jay Baer]

EGC = Employee Generated Content

“Consider your own experiences in the wild. If you go to Lowe’s and ask the guy in the blue vest how to work on a project, you listen and believe it more than if you just read something on their website. The personal (and personality) layer inherent in EGC matters.”

4 Types of YouTube Videos PR & Marketing Pros Should Make [from Cision; written by Teresa Dankowski]

“Video has the power to find and retain consumers, create brand recognition, boost engagement and convert sales. But what kind of videos, exactly, should your brand be posting on YouTube? Here are four types of videos PR and marketing pros should make:

  1. Tutorials
  2. Campaign Kickoffs
  3. Authentically showcase offerings
  4. Reinforce brand values”

Click through to the full article for details and examples for each type of video from brands who are already executing this style of content well.

Everything else 

Three digital marketing mega trends for 2015 [from Econsultancy; written by Ashley Friedlein]

“Let us start with the bombshell. There isn’t anything new on the digital marketing horizon for 2015 that excites me much in isolation. “

Definitely worth a read.

6 Tips To Build A Strong Social Media Customer Service Plan [from Wade Harman]

“When you are able to successfully listen as a brand, then you have succeeded in looking beyond the numbers and what the data can tell you about any one thing. It helps you to stay informed and personal with the follower and the customer, and they will always tell you what they need.”