TED Magazine - February 2017

SELLING / BEST OF THE BEST
How can the number of retweets to leads generated from a print ad be compared? Companies are forging their own systems for dealing with this on- slaught of information in ways that can be useful. A big part of it is sim- ply defining the goals for digital and social media and focusing analysis on that. “We’re not quite at the point where we can tie revenue directly to social media,” Suarez said. “For us, it’s been much more about brand awareness and service so customers can see that we’re there—and it’s more than just we’re there when there’s a problem. We’re there to make sure people gen- uinely are happy with our products. “Now, we’re looking at: Is our message reaching the audience we want to reach as opposed to vanity metrics like the number of followers, etc.?” he continued. “Instead we’re saying, ‘Let’s look at cost per click, the growth rate, etc.’” Roy said her company uses the unique information each metric pro- vides to help analyze campaigns, opti- mize, and, when needed, course cor- rect and that social media in particu- lar can be useful because the results are available so quickly and can be used to fine-tune campaigns for spe- cific audiences. “Impressions, click-throughs, leads—they are all valuable metrics,” she explained. “The benefit of social media is that we can see very quickly whether something is working, based on real-time engagement and impres- sions. We don’t need to wait a month or two to see whether an ad is resonat- ing. In addition, we can specifically target based on interests, demograph- ics, and even geography. This is very valuable, especially as we try to maxi- mize the impact of our limited mar- keting resources.” ;
Katarsky is a freelance business writer
based in Philadelphia. She can be reached
at ckatarsky@gmail.com.
2016 WINNING ENTRIES
Digital/Social Media Campaign
The following 2016 winning entries show excellence in combining two or
more video, social media, email, digital newsletter, podcast, blog, wiki, and
other digital media marketing efforts.
EECO, Inspire Blog
Cadet
Manufacturing,
You Tube Relaunch
LEDVANCE, LIGHTIFY Launch Campaign
Summit
Electric Supply,
Lil’ Electricians