BURLINGTON, MA — (Marketwire) — 07/27/11 — A new eBook from , provider of on-demand social marketing management software (SMMS), establishes a framework to help marketers derive meaningful value from brand engagement in the social media realm through use of a “Social Marketing Funnel” approach.
In released today by Awareness, Inc., the company presents an insightful analysis of aggregate user data from its social media platform and draws on the experience of more than a dozen nationally and internationally recognized marketing experts such as , , , and , as well as representatives from social marketing-s top-performing brands such as , , and .
“There-s no longer any question that social media marketing has reached a tipping point in terms of acceptance,” observes Mike Lewis, vice president of marketing & sales at Awareness, Inc. “Yet meaningful strategies to measure progress and allocate resources have remained elusive. Our research revealed that leading experts and top-performing social media marketers are beginning to coalesce around a set of processes and metrics that guide their social marketing efforts. This eBook captures and organizes that insight into a practical, scalable framework.”
“” advocates use of social media marketing to capture customer insights and demand sooner with a -Social Marketing Funnel- that feeds the traditional marketing and sales funnel. The framework of processes and metrics identified in the eBook aims to help marketers build and manage the -Social Marketing Funnel.- The eBook includes in-depth discussion and commentary on how to measure and grow social reach, monitor social conversations, manage social content, continually optimize search, and ways to measure and analyze social activity.
The eBook identifies, for example, the following metrics and offers instructive examples of how to use them in practice to drive value:
: gauging a brand-s ability to attract new social profiles across social media platforms over time.
: measuring a brand-s ability to move social profiles into your traditional marketing funnel.
: tracking social profiles that turn into customers over time.
-: understanding the impact of content on generating new contacts and inquiries.
: measuring a brand-s ability to dominate social conversations.
The eBook also reveals a number of best practices based on analysis of Awareness user data and interviews with leading experts and social media marketers. For example:
On average, companies generate one new contact for every four new pieces of content published. Best in class companies operated closer to 1:1 or below.
Top-performing companies have at least 13 Facebook Fan pages and 10+ Twitter accounts, allowing them to better target the needs of niche communities.
B2C brands lead social profile engagement, driving close to 40 comments per content published in social channels, followed by best-in-class B2B brands with an impressive 20+ comments per piece of content.
“The Social Marketing Funnel: Driving Business Value with Social Marketing” eBook is available as a complimentary download from
Register to attend one of our live demos of the
Request your own
More information about the
:
: Please “Like” our ., and pages
: Join our Group
is the leading provider of enterprise-class, on-demand social marketing management software (SMMS) for marketers to publish and manage social content, engage with their audience and measure the effectiveness their social media activities across multiple social media channels. The Awareness Social Marketing Hub is built upon Awareness- expertise with some of the world-s leading brands and marketing agencies including MLB, Sony Pictures, Comcast, Likeable Media, Associated Press, Cox Communications, Mindjumpers and American Cancer Society.
Backed by NorthBridge Venture Partners, Awareness is headquartered in Burlington, Massachusetts.
The Awareness Social Marketing Hub is built to address the challenges marketers face managing multiple social channels. The Social Marketing Hub is the first enterprise-class application for serious marketers who want to plan, implement and measure meaningful social media strategies across the organization.
Mike Lewis
Phone: 781-270-2410
Twitter: @awarenessinc & @bostonmike
You must be logged in to post a comment Login