Formulas that effectively measure social network involvement

Formulas that effectively measure social network involvement.

What does an indicator such as “level of involvement” measure?

As far as social media, analytics is a relatively new area.

It is important to accurately represent measuring techniques as calculated by specific indicators.

For example, let’s take one of the key indicators: taking into account user interaction with a Facebook page. What does it measure? General definition states: “The level of involvement shows how fans interact with your content.” What does mean practically? For example, if your level of involvement is 0.02%, does this mean that only 0.02% of your fans somehow interact with your content?

If you look at the most common formula, they do not measure involvement accurately:

1st

The first problem:

It does not account for all interactions. Don’t you think that there is something missing? What about the videos and photos, or click on links? Are these actions not also a big part of the involvement?

For example, for brands in fashion, e-commerce, or even auto manufacturers these actions can be among the most important and make up 80% of all interactions. But in this formula, these actions are not taken into account! And then we shouldn’t be surprised that the level of involvement of the fans does not exceed 0.2%.

The second problem:

The formula is based only on the number of fans. Brands need to focus on engaging their audience, rather than the number of fans their page has.

Facebook is a great field for viral marketing (to convert friends to fans), and should not focus on the number of fan pages themselves. Especially when you consider that about 84% of the fans have never even seen your content.

Let’s compare two pages

2nd

Which one can be considered the most effective?

The second page seems to be as it has twice as many fans and more interactions. But this is not true. Let’s use a different metric.

3rd

If you measure the level of involvement by calculating the number of fans, it means you are trying to hide the truth: is the user who sees your content a fan? Do you really care about this? At first glance, the page with the worst parameters, but with the most shares, as well as with the fans who have many friends will work much better than a page with fewer fans and more interactions, but the coverage is poor. The presented formula should determine how well your content attracts users, but it does not. It does not take into consideration users who will not be able to access that content (and if they do not see it, they can comment or “like”). Moreover the formula does not take into account those who actually interact with your content.

The third problem:

The formula brings down everything: fans, and non-fans. it is like comparing apples and pears. The formula mixes the results of fan and non-fan actions. This approach creates a more favorable level of involvement. To be precise, the formula should count all “Likes”, comments, shares and views by all non-fans as well.

The fourth problem:

The formula gives preference to pages which contain more content. If you want to increase your level of involvement, you have to post more often – it’s very simple, and most importantly, it works: 1. You will reach more fans – this means that more people will see your content and this may increase your leads. 2. Each user (no matter whether they are your fan or not) will have more opportunities to “like” your content and share it too.

The Fifth problem:

The formula doesn’t measure users, but their interactions.

4th

We want to understand how our fans interact with the content, but we do not measure unique visitors – we measure only the number of interactions, such as “Likes” or “Comments” and shares.

The SOLUTION:

When you use this formula, you get an exact idea of the interaction from fans or users, and when your content works. Publishing useless content leads to the ridiculously low level of involvement. Of course, this formula can be useful, for example, from the point of view of comparison with your competitors, even if it is somewhat biased.

But in my opinion the level of involvement has nothing to do with engagement; rather it calculates a “level of activity.”

The following formula can measure engagement:

5th

This formula has a number of advantages that make it more accurate:

• It includes all types of interaction: viewing photos and videos, clicking on the link and so on, not just likes, comments, and shares It compares the involvement of both fans and non-fans;

• It includes only those people who have had a chance to see your content (and, therefore, interact with it.);

• It does not include the impact of the frequency of publications. And most importantly, this formula gives the answer to the question: “Does my content encourage involvement or not?”

AS well using this formula you can improve your SEO.

With this formula, your level of involvement will reach 30%, 40, 50% or even more.

Read also

Selling Online: How much will it Cost Me?

Facebook Ad Tips

Social Impact Measuring

izWiseMetrics Research and Glabex.com Research

5 of the most important elements of an advertising message

ad message

 

5 of the most important elements of an advertising message

 

1)      Emotional exploitation is the best way to communicate the relevance and value of a brand, product or service to an audience. Results of such emotional recognition create loyalty. And this message that evokes strong emotions can attract attention and build confidence. Even more, to inspire loyalty and ensure a more successful dialog with the prospective audience, the goal of emotional approach is to create a feeling. The way people think about a brand does not make them act; the way they feel about a brand does. Especially the way a brand makes them feel about themselves.

2)      Connectivity with the people it is designed for, honest replication of brand it is associated with.

3)      Call to action! Without a call to action, any message is more news than advertising. Messages should communicate the unique benefit of your product or service and then give a clear bid for action.

4)      The message should consist of just a few sentences and should be easily interpreted by the target audience. Simplicity is the key.

5)      Creative delivery of the message that can create a WOW factor and remains in the consumers mind for long time. When creating a catchy message, do not forget about your strategy. Try to keep a balance of creativeness and being informative.

Let’s take a look at another dimension of a good marketing message:

DIFFERENTIATION: think about what makes your product/service different from others, what makes it special.

To understand the difference, follow these easy steps:

1) Study your competitors’ products

2) Eliminate gaps between your product and your competitor’s product

3) Build cheat sheets, map those differences, measure these differences with money, time and convenience

4) Describe these gaps to customers

Your task is to educate customers; why should he/she stops buying what he/she already buys and start buying from you?
ATTENTION – The ad must grab the viewer’s attention within 3 seconds.

example –

Attention

The best way to do that is by clearly identifying with the viewer’s pain points. Something they wish they had a solution for.
To be attentive, you message should be

1)      Relevant

2)      Short

3)      Simple

4)      Well written (well shown as on example above)

INTEREST – The ad must clearly identify the solution and create emotional awareness for the viewer and keep him glued to the message. Also, it must clearly identify your selling proposition.

DESIRE – The ad must then paint an emotional picture of the benefits. Think about, what your customer wants, what you can offer him that will make him happy?

Creating this emotional hook, think about what kinds of feeling you can create. You should create something attractive and memorable, but don’t forget to focus on your product. For example try to avoid this: “I got a great commercial message last night, but I can’t remember what it was for.”

ACTION – the ad must catch your eye. First, you must identify what action you want the viewer to take. Then make it irresistible by supporting the offer with something that’s appropriate for the business, like a free trial, an eBook, or a presentation.

Keep in mind, that advertising initially is not about sales, it is about creating awareness. Ad messages must be simple, direct and have an emotional impact. Next, ads should reflect the brand strategy.

Advertise with Glabex.com. Glabex helps you to create right adverting message.

 

READ ALSO:

Facebook Ads Tips

Selling online:how much it will cost me?

Tools for SEO keyword optimization

Social Impact Measuring

Reality and Future of Advertising

5 of the most important elements of an advertising message

Inbound Marketing

Personalized Videos for AOL Autos Toyota

Image

You should deliver personalized video experiences to boost customer engagement levels. Video personalization can be based on consumer attributes (e.g. gender, historic product purchases, contract status) and behavior attributes (e.g. number of site visits, pages viewed) and can include or exclude customized scenes based on these attributes.

For example, you can create preconized video based on the following customer attributes:

  • Who the customer is – single male, single female, small family, large family
  • What work lifestyle your customer has – professional, hard worker, long commute
  • What play lifestyle your customer has – outdoors, home/DIY/garden, music, shopping
  • What living lifestyle your customer has – big and tall, eco-friendly, inclement weather, pets

And of course, the personalized video can be shared socially via social world.

Here is the example of message

Glabex allows you upload personalized video right to your product profile. It allows you not only be found faster on Google search results, but also enriches your customer experience by presenting multimedia content. “

It is necessary to pay attention to your customer’s preferences, and make your product online presence as good as possible. With Glabex product listing you can upload a number of images, describe your product, collaborate with your customers, and share this information via major social networks. In modern society, everybody should innovate and evolve the customer experience, enrich business with their online presence, engage in social collaboration and rich multimedia content.