Social Media ROI: A #CMWorld Twitter Chat with Scott Lum

Scott_Lum_HeadshotTwo of the big topics talked about in the content marketing space are social media and measurement. So, for our latest #CMWorld Twitter chat, we asked Scot Lum to join us to talk about social media measurement.

Many of the expert guests on our Twitter chats, like Scott, started as Twitter chat participants. Join us every Tuesday at 12pm Eastern to get to know our #CMWorld community – you’ll learn something new, and we’d love to learn from you.

Q1: Why is it important for Marketers to measure social media ROI? #CMWorld

 

A1: Social Marketers will ultimately be held to help drive sales and revenue which doesn’t fit how customers want to engage #cmworld

@ScottLum

 

A1. To show the value of the consumer/audience to your brand #cmworld

@vegecomgirl

 

A1: Customers no longer sit passively listening to our marketing. They’ve become active participants in shaping our brand #cmworld

@ScottLum

 

A1: Aren’t marketers responsible for showing ROI in all channels? #cmworld

@TrainingCEO

 

@CMIContent without measurement there’s no accountability. marketers need to prove worth, just like other roles do. #cmworld

@aarongottlieb

 

A1 #cmworld so that you can tell what works and what doesn’t! Treat it as a performance chart

@AE3Studios

 

A1) As with any biz endeavor, there must be a return. Also, measuring ROI on social helps to plan and adjust. #cmworld

@bldchris

 

@CMIContent To show the true value of your social media efforts. #CMWorld

@ThinkSEM

 

A1: Fewer customers engage in traditional media & consume advertising the way we used to #cmworld

@ScottLum

 

@lttlewys Probably won’t see “me” too much today – I have a feeling this will be a busy one! No time to switch back/forth. πŸ™‚ #CMWorld

@cmcphillips

 

A1: We need to be able to measure Social ROI or they’ll take our #Marketing cards away. (It’s our job). #CMWorld

@mikemyers614

 

@ScottLum So true. That’s why engagement is so important! #CMWorld

@ThinkSEM

 

A1: Marketers need to measure ROI to see what works, what doesn’t and how to improve, change with the Customer #CMWorld

@lttlewys

 

@CMIContent A1: I don’t know that it is? You be aware of what you’re getting out of it, but might not be in direct $$$ #CMWorld

@atxcopywriter

 

Q1: Because we have to justify every penny and we are now more accountable for are marketing activity and spemd than ever #CMWorld

@KDADouglas

 

A1: As with any investment, we should understand whether it is paying off. Is it worth continuing? #CMWorld

@billcush

 

A1: @ScottLum There’s tons of things which can’t be measured ROI-like. How do you actually communicate this? … #CMWorld

@MaelRoth

 

@cmcphillips Right?? I have my popcorn all ready for the show πŸ˜‰ #CMWorld

@lttlewys

 

@KDADouglas and given the tools we have to measure, this isn’t the MOST ridiculous request. #cmworld

@aarongottlieb

 

@CMIContent @ScottLum So true. It’s no longer about us as consumers being told what to buy. We now drive that conversation #cmworld

@vegecomgirl

 

A1 To show value to those that may not already understand the important of an online presence. #CMWorld

@BlueArcherPGH

 

@MaelRoth We’ll have to prioritize what we can measure and map to our business objectives #cmworld

@ScottLum

 

A1: Measure what is working/what isn’t. Adapt to your audience accordingly #cmworld

@CrowdContent

 

 

Absolutely @TrainingCEO. Every marketing effort should be measured with ROI to see what works and what doesnt! #cmworld

@TheMechanism

 

A1) I’m liking all the answers about justification, too. It helps w/translation for c-suite. Numbers are persuasive. #cmworld

@bldchris

 

A1 The Millennial generation will expect to engage with brands in whole new ways – we need to adapt #cmworld

@ScottLum

 

@atxcopywriter Agree, but can you still find ROI on parts of the whole? #CMWorld

@CMIContent

 

Indeed @aarongottlieb #CMWorld

@KDADouglas

 

@bldchris and hey – numbers don’t always have to be groundbreaking. % increase or % improvement is always a good one. #cmworld

@aarongottlieb

 

@bldchris #cmworld Agree. I’m being told lately “If we can’t measure it, we’re not doing it.” So, #measureeverything

@mewzikgirl

 

@bldchris True, and the return must always be measured to track progression. #CMWorld

@ThinkSEM

 

@bldchris The challenge is that the metrics don’t look the same to what execs are used to seeing #cmworld

@ScottLum

 

@aarongottlieb Exactly! #cmworld

@bldchris

 

@bldchris For some, numbers is all that some will go by. There’s a way to quantify yet hone in on quality #cmworld

@vegecomgirl

 

@ScottLum #cmworld – its all about engagement #engagementmatters

@tawards1

 

@CrowdContent That’s something I think people miss, need to adjust & change for your audience!! #CMWorld

@lttlewys

 

A1: Measuring ROI is the only way to tell if our experiments in digital & social media are actually creating real value #CMworld

@LucyMartinMedia

 

Hi all #cmworld

@joshmccormack

 

@ScottLum @bldchris Agree with this – how do we get them to adapt? #CMWorld

@CMIContent

 

@ScottLum So true, Scott. But a lot of execs don’t “speak” social so numbers are at least a starting point? #cmworld

@bldchris

 

The biggest change is not how marketers must use social but how customer behaviors have changed by it #cmworld

@ScottLum

 

@bldchris valid point! #cmworld

@tawards1

 

@joshmccormack Hey Josh! Great to see you! We just started. #CMWorld

@CMIContent

 

Q2: Why has it been so difficult to measure social media ROI? #cmworld

 

Hey @joshmccormack – nice seeing you again! #cmworld

@TrainingCEO

 

A1: Without ROI in marketing vanity metrics dominate attention. #cmworld

@joshmccormack

 

A1. To get the senior leaders and finance on your side! #CMWorld

@media2knight

 

Still a long way to goRT @bldchris But a lot of execs don’t “speak” social so numbers are at least a starting point? #cmworld

@ScottLum

 

@LucyMartinMedia Great point – growing numbers/followers doesn’t always translate into value. #CMWorld

@CMIContent

 

@BlueArcherPGH Yes. Perfectly stated. Glad to see you here! #CMWorld

@ThinkSEM

 

Often times a client will request a breakdown of how an agency plans to measure Soc ROI in an RFP, as this is often difficult to do #cmworld

@TheMechanism

 

@lindadessau @mewzikgirl Everything can be measured!! Everything!! #CMWorld

@lttlewys

 

I hear you @AE3Studios but sometimes ROI isn’t always the best measure of what works take brand campaigns for example #CMWorld

@KDADouglas

 

A2: Customers will don’t want interruption marketing in their social channels – we need to engage differently #cmworld

@ScottLum

 

A2) Because the “funnel” in the traditional sense doesn’t exist. Social isn’t a straight line, usually. Harder to quantify value. #cmworld

@bldchris

 

A2. Because some want to put $$ to the data…and just that. For instance, in #ecommerce, #SoMe isn’t a converter but a driver #cmworld

@vegecomgirl

 

@LucyMartinMedia it’s funny – many marketers went into due to lack of math. #oops #cmworld

@aarongottlieb

 

@scottlum most people think about quantitative measures. What about qualitative ones? (back-to-basics stuff like panel interviews) #CMWorld

@MaelRoth

 

A2: Social media is an upstream conversation and the revenue impact isn’t always apparent (without good attribution) #cmworld

@TrainingCEO

 

@CMIContent A1 To improve strategy and to get a bigger budget from execs #CMWorld

@_DanMessina

 

A2: Social Media is unlike other marketing channels – we must learn new ways to talk with customers & nurture relationships #cmworld

@ScottLum

 

A2. con’t BUT it can identify gaps to close and grow that conversion rate #cmworld

@vegecomgirl

 

@ScottLum @bldchris It also depends what numbers are the focus. Too many focus on the size of audience instead of real engagement #CMworld

@LucyMartinMedia

 

@bldchris You don’t see a funnel in any of your social media efforts? #CMWorld

@CMIContent

 

@lttlewys agreed. it’s all about evergreen content #cmworld

@CrowdContent

 

SO right! MT @LucyMartinMedia depends what numbers are the focus. Too many focus on the size of audience instead of real engagement #cmworld

@bldchris

 

@CMIContent SM ROI is tough to measure b/c of its focus on branding & relationships. long-term investments, not direct response. #cmworld

@aarongottlieb

 

If a social #custserv rep reduces call volume by 10%, that’s money, even if not direct revenue #cmworld

@TrainingCEO

 

@CMIContent I tend to think of ROI as a money-driven term, but if you’re seeing the return in other forms/metrics, it applies more #CMWorld

@atxcopywriter

 

@aarongottlieb Haha I know how you feel! I’ve really had to brush up on my math skills since realizing how analytical social is. #CMworld

@LucyMartinMedia

 

A2: because it’s hard to put value on a conversation. I can’t measure it really well for Tradeshows, say, either. #cmworld

@mewzikgirl

 

A2. I prefer looking at return on actions vs investment when it cmes to social, since it’s very much top of funnel #CMWorld

@kristamarjaana

 

A2: If you want increased brand equity, SoMe, like advertising will require patience. Yet, everyone wants results tomorrow. #cmworld

@JohnRichardBell

 

A2: One challenge is the changing data. Analytics provided by networks often change mid-year. #CMWorld

@CBarrows

 

@AmandaSubler @ScottLum Really, it’s the generation that comes after us that’s extra tech-driven #CMWorld

@atxcopywriter

 

@TrainingCEO You can show revenue potential and cost savings! #cmworld

@vegecomgirl

 

@CMIContent A2 Many social strategies are poorly tied to business objectives, also general difficulties with measuring awareness #cmworld

@_DanMessina

 

@ScottLum Agree – but we have had success moving customers down a path/funnel via social channels. #CMWorld

@CMIContent

 

A2: Social media is about relationships. The ROI would be similar to how you appear to your neighbor. Emotion is hard to measure. #cmworld

@BlueArcherPGH

 

@CMIContent A2- “Return” often comes in the form of increased biz/sales, but w/ SM the return is an increase in followers+engmnt. #CMWorld

@TheMechanism

 

A2: Hard to measure social media ROI because it’s really not a stand-alone channel, wasn’t meant to be. #CMWorld

@PatrickHayslett

 

@vegecomgirl Exactly, just need to know where to look and how to present it #cmworld

@TrainingCEO

 

A2: not to mention everything that really goes into social. Great personnel and great content to help “feed” and “nurture” social. #cmworld

@mewzikgirl

 

@LucyMartinMedia my college math class for non math people should’ve taught conversion rates, not fractions for slicing a cake! #cmworld

@aarongottlieb

 

@atxcopywriter Yes – I think we’re thinking the same way! (No surprise!) #CMWorld

@CMIContent

 

Joining late! A2: Attribution software is making tracking of even social media easier #cmworld

@SueBrady

 

The linear sales funnel as we know it is dead. Empowered customers travel a crooked journey #cmworld

@ScottLum

 

A2: SoMe doesn’t act like previous media, can’t attribute directly to sales. #CMWorld

@mikemyers614

 

A2: It is difficult to make a direct link between SoMe activity (the I in ROI) and sales/profit results (the R in ROI), #CMWorld

@billcush

 

@SueBrady Hi Sue! Great one – there’s so much – nice to have tools to help streamline process. #CMWorld

@CMIContent

 

A2: It’s not difficult to measure, it’s people redefining the space and thinking that Social Media changes what ROI means #CMWorld

@lttlewys

 

@mewzikgirl Same goes for billboards or even TV commercials – are people really seeing them? #cmworld

@_DanMessina

 

A2. Many companies don’t sell a brand, not a product. It’s hard to measure ROI. That’s why many value engagement over $ return. #cmworld

@outsider_nyc

 

@ScottLum @bldchris And metrics don’t tell the whole story. 5,000 followers means less than 2,000 that are in your target audience #CMWorld

@atxcopywriter

 

A2: Because it’s often hard to attribute a conversion to a single social media channel or interaction #CMWorld

@KDADouglas

 

A2: Because it’s often hard to attribute a conversion to a single social media channel or interaction #CMWorld

@SameVine

 

A2: Social media is about relationship building, which isn’t a quarterly sell/buy exchange. Harder to measure. #cmworld

@joshmccormack

 

@ScottLum With way more touch points… #CMWorld

@_DanMessina

 

Ooh.. I like. MT @lttlewys A2: … it’s people redefining the space and thinking that Social Media changes what ROI means #cmworld

@bldchris

 

@TrainingCEO You, too Kim. πŸ™‚ #cmworld

@joshmccormack

 

@atxcopywriter Right! If even that… #cmworld

@bldchris

 

@atxcopywriter @bldchris We’ll need to find the right metrics that are meaningful #cmworld

@ScottLum

 

A2: #BigData and the search for correlations between SoMe activity and sales might be good enough. #CMWorld

@billcush

 

@billcush Attribution tools can help, though. Definitely a challenge, though! #cmworld

@TrainingCEO

 

I tend to think that if a company puts too much emphasis on social ROI, they’re not enjoying the dialogue = is social really right? #CMWorld

@MaelRoth

 

@SueBrady That’s right, but also shows we had to create a tool because there are so many elements to the sale now #CMWorld

@mikemyers614

 

@bldchris The secret is, there is no funnel. πŸ™‚ #cmworld

@joshmccormack

 

@MaelRoth True, but money talks. #cmworld

@bldchris

 

@lindadessau @joshmccormack for the most part, definitely. some are starting to draw direct response value from SM. #cmworld

@aarongottlieb

 

@KDADouglas Agree! And it’s pretty fascinating to watch relationships build on social channels that go elsewhere (this group!) #CMWorld

@CMIContent

 

A2. Measuring engagement, follows/likes, brand loyalty is our social media ROI. Many brands don’t sell a product per se. #cmworld

@outsider_nyc

 

A2 Marketers are used to blasting messages to drive a business goal – we need to engage at a human level, at scale #cmworld

@ScottLum

 

Q3: How has Content Marketing made it easier to track Social Media ROI? #CMWorld

 

A2: It’s also hard for #brands to be patient enough to wait for the return. Takes longer with SoMe #CMWorld

@mikemyers614

 

@ThinkSEM Same with you! We are thankful we had some extra time today to participate. #cmworld

@BlueArcherPGH

 

A3 Done well, content marketing adds value to customer engagement – makes customers want to engage w/ your brand #cmworld

@ScottLum

 

Social selling is cross silo, so hard to draw a cost/benefit line to one department. #cmworld

@joshmccormack

 

A2 With any new investment it takes time to get to bottom line result. Important to align realistic KPI’s to ensure a ROI story #cmworld

@cm_socialmedia

 

@CMIContent Hi! Sorry a bit late… would like to still participate and join in! Sabrina here for #Plumlytics! #CMWorld

@Plumlytics

 

A2: The emphasis on numbers in SoMe can overshadow content. Gr8 content is the key, but you have to trust it. #cmworld

@JohnRichardBell

 

@bldchris sure but what about e.g. the persona insights you get through interacttion. Can you attribute an ROI #CMWorld

@MaelRoth

 

The Top 16 Content #Marketing #Quotes from #CMWorld 2013 – Pardot via @pinterest http://pinterest.com/pin/281967626645175085/

@meekree1

 

@MaelRoth Agree, but it is important to take time to look at what is working & what isn’t. Time invested is important. #CMWorld

@CMIContent

 

.@MaelRoth if a company doesn’t focus on ROI, it won’t be able to pay community managers to enjoy the conversation &embrace social #cmworld

@PatrickHayslett

 

@ScottLum Goes right back to empathy – you can’t think about what you want, but what they’re looking for #CMWorld

@atxcopywriter

 

Good morning #CMworld– sorry I’m late! Meeting-filled morning! πŸ™‚ /wave @ScottLum

@SFerika

 

We now have great tools in content marketing to drive sales ROI – paid social, marketing automation, etc #cmworld

@ScottLum

 

A3) I think Content Marketing has improved ROI for those who do it well – but has in fact made it HARDER to TRACK the social ROI. #cmworld

@bldchris

 

A3. Content marketing gives your audience value, allows for engagement and interaction with your brand, as well as conversion. #cmworld

@outsider_nyc

 

@TrainingCEO Indeed. #CMWorld

@billcush

 

@CMIContent A2: It’s not straightforward. The most valuable info isn’t in the most obvious metrics #CMWorld

@atxcopywriter

 

A3: depends how you’re measuring your content marketing – by content asset, by channel, etc. Gives you another lens. #cmworld

@mewzikgirl

 

@CMIContent a3: content marketing allows tracking of something more meaningful than RTs & likes, eg: pageviews, time on pg #cmworld

@aarongottlieb

 

@Plumlytics Hi Sabrina! Please, join on in! SO glad you could be with us! #CMWorld

@CMIContent

 

@MaelRoth I’m with you in terms of the value added, for sure! But in terms of quantifying for leadership – super hard w/that. #cmworld

@bldchris

 

@ScottLum Ohh, I love talking the changes in customer behaviour due to Social Media #CMWorld

@lttlewys

 

A3: #contentmarketing has given #brands more control over creation + distribution so measurement is firsthand #CMWorld

@mikemyers614

 

@joshmccormack Agree – but are you able to pinpoint starting place? Do you know their journey? #CMWorld

@CMIContent

 

@CMIContent A3. You can follow their digital footprints and see and which content/ topics are working #CMWorld

@Plumlytics

 

A3: One way is bringing social users back to websites, making tracking ROI easier (more traditional). #cmworld

@TrainingCEO

 

.@ScottLum Agreed. At mtg, so doing a #CMWorld fly-by. Most impt pieces > listening, engaging, helping. Add value so they want to interact.

@SusynEliseDuris

 

A3: Content marketing allows brands to provide value in new ways and track customers thru conversion #cmworld

@ScottLum

 

A3: If I understand the ?, if content appears on it’s own unique page after a SoMe click, it’s easy to track. #CMWorld

@SueBrady

 

@bldchris *blush* Aww, thank you!! We can’t change what ROI means just coz we change how we get there #CMWorld

@lttlewys

 

A3: Build subscribers through social. Then, how are subscribers different than non-subscribers. #cmworld

@JoePulizzi

 

A3: At the same time, many #brands don’t have core competencies in #measurement. #CMWorld

@mikemyers614

 

@SusynEliseDuris Hi Sue! Happy to see your lovely face and great insights, even sporadically today! πŸ™‚ #CMWorld

@CMIContent

 

A3. With content marketing you definitely see which social channels bring the quality leads #cmworld

@kristamarjaana

 

A3: If SoMe drives people to content that prompts action, we can track to sales. And there’s your “return.” #CMWorld

@billcush

 

@CMIContent A3 Has it? #cmworld I’d say social metrics have made it easier to measure content marketing…

@_DanMessina

 

@mewzikgirl But you the value’s there #CMWorld

@atxcopywriter

 

@CMIContent You need to watch individuals. Be careful about generalizations. #cmworld

@joshmccormack

 

@TrainingCEO Agree! That is great – get them back on your owned channels. #CMWorld

@CMIContent

 

A3 Social Media ROI means many different things to many companies, tracking metrics and listening both are identifiable variables. #CMWorld

@cm_socialmedia

 

A3) But with content, there’s still a non-traditional funnel. Content might build trust but the action might come much later. #cmworld

@bldchris

 

A3 We have better tools for personalization, tracking and customers opt-in for engagement #cmworld

@ScottLum

 

@CMIContent @TrainingCEO silver lining in Facebook’s reach-gate: it’s reminded us how important owned channels are. #cmworld

@aarongottlieb

 

The irony of SoMe is the fact that adeptness in data delivery & analysis has created ineptness in content strategy & positioning. #cmworld

@JohnRichardBell

 

@billcush Right! Are your CTAs on your content relevant to your customer? #CMWorld

@CMIContent

 

@JohnRichardBell Love that answer! #cmworld

@bldchris

 

@kristamarjaana Absolutely, and also which channels to focus on, and how to engage on each channel. Have a channel plan! #CMWorld

@CMIContent

 

Agreed MT @bldchris A3) With content, there’s a non-traditional funnel. Content builds trust but the action might come much later. #cmworld

@RtMixMktg

 

Whoa?! MT @ScottLum I spoke with a company at #cmworld with no social presence! #cmworld

@bldchris

 

A3: SoMe drives traffic to content marketing. Content marketing gives opportunity to track which SoMe channels are getting it done #cmworld

@PatrickHayslett

 

@CMIContent A3 Im thinking the combo of content mkting + succesful SEO practices are what has led to easier SM ROI tracking #CMWorld

@TheMechanism

 

Talking about the #ROI of social media on #CMWorld today!

@ajlovesya

 

@ScottLum Wow! That’s amazing. I’d love to hear more about that conversation. #CMWorld

@CMIContent

 

@ScottLum @bldchris Sometimes you need to find the story behind the numbers #CMWorld

@atxcopywriter

 

@tulipstrategies Welcome! Thank you for joining us! #CMWorld

@CMIContent

 

Q4: What are the right KPIs to track social media ROI? Does it vary by brand? #CMWorld

 

@ScottLum @mellierosey :0 #CMWorld

@mikemyers614

 

@bldchris You’re so right. We all use the funnel but the model isn’t the best way to think of the many touchpoints with prospects #CMWorld

@MaelRoth

 

@CMIContent That is the question. Sometimes we get it right…other times… #CMWorld

@billcush

 

A4 KPI’s can vary even within the company based on our social media strategy objectives #cmworld

@ScottLum

 

@MaelRoth @bldchris Saw a great presentation (Virgin Mobile, I think) where they depicted a sales cycle to replace the funnel #cmworld

@TrainingCEO

 

@BlueArcherPGH Isn’t that extra time bliss? Take advantage of it when you have it! #CMWorld

@ThinkSEM

 

@ajlovesya Thanks, Allison! Great to see you – so glad you are here! #CMWorld

@CMIContent

 

@TrainingCEO I would LOVE to see that. Really love. #cmworld

@bldchris

 

A4 My team measures how shareable our content is and growth of the community while maintaining high engagement rates #cmworld

@ScottLum

 

A4: IMO, ROI measurement varies by audience, not #brand. #CMWorld

@mikemyers614

 

A4) It varies not so much by brand but by the objective. WHY are you on social? Get your KPIs from there. #cmworld

@bldchris

 

A4 It might not necessarily vary by brand, but things like objectives and the audience are more important. #cmworld

@tulipstrategies

 

A2-Likes and retweets are hollow.How engulfed is your audience in your campaign. Is there give and get. That’s ROI I look at. #CMworld

@SheldonCPF

 

@billcush Sometimes we’ve even gone back and changed our CTAs. Actually, we do it quite frequently. #CMWorld

@CMIContent

 

Re: KPIs for Content MT @ScottLum A4 My team measures how shareable our content is, growth of community, high engagement rates #cmworld

@RtMixMktg

 

A4: we have performance metrics and health metrics – concrete goals and signals showing if we’re growing correctlyy #cmworld

@ScottLum

 

A4: I see 2 types of ROI – Nurturing KPIs and Sales KPIs. #cmworld

@ScottLum

 

A4: Influence, engagement and conversions #cmworld

@LucyMartinMedia

 

@CMIContent A4 It varies by campaign objectives #cmworld

@_DanMessina

 

A4 Nurturing KPIs are long term engagement with customers at a human level – listening, engaging, responding #cmworld

@ScottLum

 

“@CMIContent: Q4: What are the right KPIs to track social media ROI? Does it vary by brand?

@TahirAyub18

 

A4: You can’t choose SoMe KPIs until you determine the objectives. #cmworld

@JohnRichardBell

 

A4: KPIs totally depend on your campaign goals #CMWorld

@SueBrady

 

@ScottLum I like the separate metrics for performance and for health. Great way to look at it. #cmworld

@bldchris

 

Relying on content marketing without any community or interaction is not social, akin to broadcast, expensive. #cmworld

@joshmccormack

 

A4: I like incremental SoMe KPIs. Starting out? Ok, # of influencers reached per mo.? More mature? How much traffic is it sending? #cmworld

@PatrickHayslett

 

A4 Sales KPIs are short term driving specific goals – lead generation, demand gen, sending people through gates #cmworld

@ScottLum

 

@JohnRichardBell Absolutely! #CMWorld

@CMIContent

 

@CMIContent Thank you very much! First time here! Sorry for showing up late! Very interesting topic! #CMWorld

@Plumlytics

 

@atxcopywriter @ScottLum @bldchris #CMWorld Often there’s a surprise hiding behind the #’s – it helps to know UR target market when U look

@tawards1

 

@SueBrady Really glad we’re all on the same page on this! #CMWorld

@CMIContent

 

A4. Our key KPIs are engagement. Reach is not as important as % of engagement and rate of growth. How is your brand seen by others? #cmworld

@outsider_nyc

 

A4: KPI for us can consist of engagement & how well the relationships translate into in person relationships, customers, or leads. #CMWorld

@BlueArcherPGH

 

@CMIContent Now there is an awesome monthly rhythm…review CTAs results and adjust accordingly. #CMWorld

@billcush

 

@bldchris @ScottLum Agree – and I like those terms as well! #CMWorld

@CMIContent

 

@_DanMessina @CMIContent I was thinking something similar-not sure either makes the other easier, but integrating them is important #CMWorld

@atxcopywriter

 

Agreed! MT @joshmccormack Relying on content mktg w.out community or interaction isnt social, akin to broadcast, expensive. #cmworld

@tulipstrategies

 

@CMIContent a4: KPI 100% depends on brand goals & even specific activations. ties back into importance of defining goals early on. #cmworld

@aarongottlieb

 

We need to balance both for the short term achievement and long term nurturing of our audience #cmworld

@ScottLum

 

@PatrickHayslett We adjust ours frequently to look not only at KPIs, but ACTIONABLE ones. #CMWorld

@CMIContent

 

@bldchris @CMIContent Hi Christin! Great to see a familiar face! πŸ™‚ #CMWorld

@Plumlytics

 

@ScottLum I find this a tough sell to leadership but SO important. I will not be dissuaded!! πŸ™‚ #cmworld

@bldchris

 

@CMIContent @joshmccormack And intrusive/not usually welcomed… #CMWorld

@_DanMessina

 

A4: It’s all about engagement for us as well, like many have said. There are variances, however, based on the network. #CMWorld

@CBarrows

 

Don’t like vanity metrics @CMIContent? No doubt part of the reason you do well πŸ™‚ #cmworld

@PatrickHayslett

 

@aarongottlieb Great point, Aaron. All goes back to researching, creating and documenting your plan. #CMWorld

@CMIContent

 

A4 A recurring theme I heard at #CMWorld was how to create an effective gating strategy – story for another chat

@ScottLum

 

A4: I don’t know why ROI metrics would ever change if ROI, by definition, is the dollar return on each dollar invested. #CMWorld

@billcush

 

Look at #’s like engmnt rate, referral traffic + audience reach! Dont try to est revenue expectations no matter the brand/audience #CMWorld

@TheMechanism

 

A4: As previously noted, certain social networks give more (or less) data – though the goals, not the data, drive KPI. #CMWorld

@CBarrows

 

What should be the call to action be on social media? #CMWorld

@spotlightmkting

 

Q5: How are you using Paid Social to drive ROI? #CMWorld

 

@ScottLum @mellierosey Always surprises me to see that. #CMWorld

@atxcopywriter

 

@PatrickHayslett We do like growth and vanity metrics because of sheer volume, but that’s a small piece of puzzle! #cmworld

@CMIContent

 

@outsider_nyc Us too. Best thing to measure. #CMWorld

@ThinkSEM

 

@billcush We just use an old finance term. We should be talking about Return on Engagement #cmworld

@ScottLum

 

@ScottLum yes excellent way to put it! πŸ™‚ #CMWorld

@MaelRoth

 

@atxcopywriter @CMIContent Yeah exactly, kind of a strangely worded question… (social is just micro-content) #CMWorld

@_DanMessina

A5. Paid social increases reach, which helps when the content is good & valuable. Good content inspires engagement, increases ROI. #CMWorld

@outsider_nyc

 

@ScottLum Create an effective gating strategy by gating a very small % of your content! #CMWorld

@CMIContent

 

A5: Remarketing, remarketing, remarketing #CMWorld

@kristamarjaana

 

A4: All KPI metrics are activity that (hopefully) gets us to the “R” in ROI, right? #CMWorld

@billcush

 

@CMIContent a5: as I’ve experimented more w/Twitter ads, plan to dig deeper into conversion tracking too. crucial KPI. #cmworld

@aarongottlieb

 

.@billcush investment is not merely sales, it’s investing in the people who buy your product as well. #CMWorld

@cm_socialmedia

 

@CBarrows Great explanation. Even though data is great to collect and measure, relationships drive the KPI. #CMworld

@ThinkSEM

 

Write content for specific people. It may be useful then. #cmworld

@joshmccormack

 

@CMIContent A4: By brand, by goals, by content strategy #CMWorld

@atxcopywriter

 

A5: Paid social allows us to target specific audiences with targeted messaging #cmworld

@ScottLum

 

@joshmccormack Even betterβ€”make sure to focus on targeting. Paid social helps make sure your content gets to those who want it. #CMWorld

@outsider_nyc

 

A5 If we do a broad blast in social we get lost of trolls but when targeted we get results #cmworld

@ScottLum

 

@CBarrows Agree – sometimes in the case of less data you’re at mercy of intuition. (Which usually is pretty accurate w/other data) #CMWorld

@CMIContent

 

A5) Confession – I don’t do much with paid social (others handle it). It actually makes my head hurt a little. And my eyes… πŸ™‚ #cmworld

@bldchris

 

A4. we’re looking at engagement, clicks and reach and applying them to key KPIs like visits, conversion, AOV and gross #cmworld

@vegecomgirl

 

@bldchris don’t forget your wallet! #cmworld

@aarongottlieb

 

@spotlightmkting It depends on the topic of your content and the needs of your customers when you publish. #CMWorld

@CMIContent

 

.@CMIContent @joshmccormack …And it’s plain lazy! #cmworld #noshortcuts

@MissingATrick

 

@joshmccormack Yes! Appealing to your target audience is better than trying to appeal to everyone. Content strategy is key. #CMWorld

@ThinkSEM

 

If I may: does interaction on a paid post on Facebook lead to increased organic reach later? If it’s a benefit ->even more valuable #CMWorld

@MaelRoth

 

A5: We have been successful at dark social posts, driving geo-targeted demand gen, native advertising, etc #cmworld

@ScottLum

 

.@CMIContent So many tools, so few ways known to leverage them for real. That’s why how-to’s will always be popular! #cmworld

@PatrickHayslett

 

@cm_socialmedia But they do buy our products, right? The only reason we can fund our SoMe is because people buy our products #CMWorld

@billcush

 

@mikemyers614 @ScottLum pretty much sums it up Scott. saying the right thing to the right person. #cmworld

@aarongottlieb

 

A5: We’re using paid social to promote content and drive engagement. May start with Twitter ads, soon. #cmworld

@tulipstrategies

 

“@CMIContent: Q4: What are the right KPIs to track social media ROI? Does it vary by brand? industries I think

@ckwonders

 

I used to think paid social was an oxymoron but now it’s a necessity #cmworld

@ScottLum

 

Q5 Paid ads can be crucial for maximum exposure #cmworld

@BlueArcherPGH

 

@aarongottlieb Have you looked into reverse goal paths on GA? Fun and fascinating. #CMWorld

@cmcphillips

 

Laura Mansfield of @PAGATIM tells us what the hottest thing in content marketing is: http://contentmarketingworld.brightcove.com/detail/videos/content-marketing-world/video/3782228446001/laura-mansfield-pagatim?autoStart=true #CMWorld via @brightcove

@michelleberdeal

 

@cmcphillips no! please say more! #cmworld

@aarongottlieb

 

A5: do some experimenting/ find what works w/o paid. Then use paid to take tried and true methods to the nxt level. #cmworld

@CrowdContent

 

@MaelRoth We had a client that saw SOME return on this. But it didn’t look all that sexy to me. Paid isn’t my area, though… #cmworld

@bldchris

 

@ScottLum Even if we call it that…isn’t the “Return” on that Engagement is that engaged people buy something eventually? #CMWorld

@billcush

 

@ScottLum And targeted well, can be very efficient! #CMWorld

@CMIContent

 

@CMIContent A5 Varies, but generally helps reach your target, direct conversions, retarget users, etc. #cmworld

@_DanMessina

 

@aarongottlieb Let’s chat after chat. I’m tweeting as @cmicontent too. πŸ™‚ #CMWorld

@cmcphillips

 

We want social to be a pure person-to-person play but it doesn’t scale – we need both #cmworld

@ScottLum

 

A5 Paid Social is the gateway to getting results and communicating w/your community and targeted audiences #CMWorld

@cm_socialmedia

 

@CrowdContent Perfect! #CMWorld

@CMIContent

 

Paid social these days is important. You want to reach your audience, but still must have great content and be engaging/interactive #cmworld

@tulipstrategies

 

Q6: How are you using Marketing Automation to measure Social Media ROI? #CMWorld

 

We had a dozen small events across the country and we geo-targeted demand gen through dark Twitter posts – super effective #cmworld

@ScottLum

 

At this point, without paid social, it doesn’t matter how good your content is. No-one is going to see it. #CMWorld

@outsider_nyc

 

@cm_socialmedia “Targeted” is key! #CMWorld

@CMIContent

 

@outsider_nyc Yes – with algorithms and sheer volume, it has become a necessity! #CMWorld

@CMIContent

 

@MaelRoth I’ve seen that on some posts, but haven’t broken down the numbers enough #cmworld

@_DanMessina

 

@bldchris @MaelRoth Not trying to sound clever, but agreed, paying for interaction doesn’t seem sexy. #cmworld

@joshmccormack

 

Just like how most say you need to have $ to make $, the same can be said about followers. This is where paid soc can come in handy #CMWorld

@TheMechanism

 

We can also add tracking cookies to posts for paid ad retargeting #cmworld

@ScottLum

 

That will depend on your audience! Not everyone like social ads! β€œ@BlueArcherPGH: Q5 Paid ads can be crucial for maximum exposure #cmworld

@SheldonCPF

 

If you practice paid social, you have to agree that old school marketing is coming back…same thing, more palatable name. #cmworld

@PatrickHayslett

 

@ScottLum Tell us more about dark twitter posts? #CMWorld

@CMIContent

 

@joshmccormack @MaelRoth We’re on the same page, Josh! #cmworld

@bldchris

 

@CMIContent A5. We don’t do paid media yet.So far its all organic & are doing ok…will use linked in and Twitter ads though #CMWorld

@Plumlytics

 

@PatrickHayslett Excellent point. Seems like a lot of folks don’t want to admit it… #cmworld

@bldchris357

 

@CMIContent @ScottLum Just an tweet/ad that doesn’t go to your followers (only paid views) #cmworld

@_DanMessina

 

A6: Marketing automation is the next huge thing. It converts annon social engagement to known lead nurturing #cmworld

@ScottLum

 

@PatrickHayslett Definitely agree! As marketing shifts and fragmentation moves different formats, paid helps. #CMWorld

@CMIContent

 

The issue w marketing automation is that at their heart, the big players all come from a world where a person = an email address #cmworld

@heykarri

 

@CMIContent Dark posts are paid posts on Twitter & FB that just a specific group sees so we don’t spam all of our followers #cmworld

@ScottLum

 

@heykarri Could not have said it any better myself. #preach #cmworld

@mewzikgirl

 

@heykarri We’re doing a ton with our MA system now to break down lists and really get to know the person. Lots of work! #CMWorld

@CMIContent

 

@ScottLum Do you recommend a tool for tracking social touches? #CMWorld

@_DanMessina

 

.@bldchris Yes! It doesn’t fit the narrative, but function speaks louder than spin #cmworld

@PatrickHayslett

 

Channel=tool Engagement =relationship MT @ScottLum: We want social to be pure person-to-person but it doesn’t scale-we need both #cmworld

@DaveWebb

 

If I’m driving attendance to an event is Orlando I don’t want all of our fans to see the post – so I post it dark #cmworld

@ScottLum

 

Marketing automation companies will need to shift to recognize a social handle as a primary ID over email. Longer “shelf life”. #cmworld

@heykarri

 

@ScottLum Got it! Making sure our #CMWorld community followed!

@CMIContent

 

a6: Unfortunately, most of the Marketing Automation systems still don’t get social #cmworld

@ScottLum

 

A4 @CMIContent really depends company goals it could be market share, sentiment, leads, conversions, or actions on post #CMWorld

@JessicaKohlFIT

 

@CMIContent Appreciated that πŸ™‚ #cmworld

@lindadessau

 

@ScottLum How soon do you think these things will align, Scott? #CMWorld

@CMIContent

 

@ScottLum Really. What do you mean? Curious… #CMWorld

@mikemyers614

 

A6: I want to track all of my social engagements – send customers to a gate – then nurture them into a lead #cmworld

@ScottLum

 

Q7: Do you have templates/calendars/processes in place for measuring the ROI of your channels? #CMWorld

 

@JessicaKohlFIT Great ones – thanks, Jessica! #CMWorld

@CMIContent

 

Very true @patrickhayslett – but something about that is a little disheartening – not quite sure why #CMWorld

@KDADouglas

 

@ScottLum What % of your content do you gate, Scott? #CMWorld

@CMIContent

 

@mikemyers614 Most systems don’t take my social engagement before the gate and connect it with post gate #cmworld

@ScottLum

 

@ScottLum Ah, makes sense. Thanks. #CMWorld

@mikemyers614

 

I love Q7 as I’ve never been satisfied with my own (evolving) system. Please bring forth the genius… πŸ™‚ #cmworld

@bldchris

 

I only gate certain things people are willing to provide info on – ebooks, webinars & events #cmworld

@ScottLum

 

How do blogs relate to social media ROI? And how to maximize ROI with blogs? #CMWorld

@spotlightmkting

 

@bldchris This might be a selfish question coming from our team as well – always looking for new/better! #CMWorld

@CMIContent

 

A7: Yes – Excel templates to measure monthly inquiries/channel + ROI of closed business (by channel, by tactic, by content). #cmworld

@mewzikgirl

 

.@KDADouglas I think disheartening because most mktg has been ineffective w/out good “targeting” as was mentioned. #cmworld

@PatrickHayslett

 

@bldchris Us too! It’s always interesting and eye-opening to get an inside look into the SM process of others. #CMworld

@ThinkSEM

 

Everything else I do keeps nurturing the audience and encourages them to opt-in to the gate #cmworld

@ScottLum

 

A7: ours is not sophisticated, but it works for now. #cmworld

@mewzikgirl

 

@CMIContent I bet! Email connects 1 company to 1 person. Social data reveals the webs of relationships b/w people, companies, info. #cmworld

@heykarri

 

Well, I feel better now. We all want a game changing answer for Q7. πŸ™‚ #cmworld

@bldchris

 

.@KDADouglas I dare say if it was targeted and we were truly interested, we’d barely even view it as “marketing” #cmworld

@PatrickHayslett

 

@CMIContent We started w/ simply est. follower+engagement goals for each week of the month then fine tuned the goals as days passed #CMWorld

@TheMechanism

 

A7: I love @jaybaer’s point here (paraphrasing) that it’s the wizard, not the wand. Many smart people still using Excel. #CMWorld

@mikemyers614

 

@mewzikgirl Excel can be a great organization tool. Love it! #CMWorld

@ThinkSEM

 

This is why I can justify creating thought leadership content that’s not promotional – I have a way to convert down the road #cmworld

@ScottLum

 

 

@mewzikgirl Sometimes less sophisticated also helps me feel a little more in control and trusting of data. #CMWorld

@cmcphillips

 

This week on the #CLEAMA blog: @LTreu’s Top 5 Takeaways from #CMWorld 2014: http://www.clevelandama.com/connect/blog/content-marketing-world-valuable-gem-buried-beneath-heart-cleveland/ #contentmarketing #Cleveland

@ClevelandAMA

 

Spray and pray ruined traditional marketing and if you pay attention, you’ll see it’s bringing social to same pt #cmworld

@PatrickHayslett

 

@cmcphillips Totally agree with you there! Allows for easy manipulation of each view, too. #cmworld

@mewzikgirl

 

@ScottLum We couldn’t have said it better! #CMWorld

@CMIContent

 

@ScottLum #cmworld can u expand on that definition of dark?

@TSNN_com_US

 

@ThinkSEM Yup. I tell all new graduates to brush up on their excel skills. You’re going to need them! #cmworld

@mewzikgirl

 

@mewzikgirl Especially when you like to analyze things every which way. Excel may be old school, but it’s still my fave. #CMWorld

@cmcphillips

 

A7: We have dashboards that we use to measure our KPIs. It provides standardization while being flexible #cmworld

@ScottLum

 

@cmcphillips @mewzikgirl Untrustworthy data is the worst #cmworld

@_DanMessina

 

@mewzikgirl Very true! Excel is used in all sorts of fields. Never a bad thing to know. #CMWorld

@ThinkSEM

 

A7: even with great partners (we use Simply Measured for social, specifically), we pull data into excel to play with. #cmworld

@mewzikgirl

 

A7: we use internal tracking to sort by date, platform, campaign, etc. Always split testing/monitoring/adapting to maximize ROI #cmworld

@CrowdContent

 

Q8: What’s next? What is the future for social marketing? #CMWorld

 

@davecscott @ScottLum @bldchris If your competition doesn’t gate, why would you gate similar content? #CMWorld

@cmcphillips

 

@ScottLum Custom or third party? #cmworld

@_DanMessina

 

Excel is the lowest common denominator between systems and departments… will be hard to truly remove from the equation. #cmworld

@heykarri

@_DanMessina That’s our biggest problem: dirty data. Could be a f/t job for someone to clean up my MA & CRM platforms. #cmworld

@mewzikgirl

 

A7: Managing metrics the execs care about keeps me employed until the nurturing KPIs kick in #cmworld

@ScottLum

 

@mewzikgirl @_DanMessina We just brought someone on board to do this for us. Thank goodness! #CMWorld

@cmcphillips

 

A8: I’m going to go out on a limb and say the future of social marketing will gravitate toward hyperlocal w/ real world meetups #cmworld

@PatrickHayslett

 

A8: Big potential for mcommerce w/ mobile dominant social channels like Instagram, Pinterest #CMWorld

@kristamarjaana

 

@CMIContent Depends on the future of how people use social media. We have to follow the users. #CMWorld

@atxcopywriter

 

@cmcphillips @davecscott @bldchris That’s why it’s important to be selective in your gating #cmworld

@ScottLum

 

A7 Project mgmt tools like @Basecamp are another great way to manage your SM efforts and clearly display goals to entire team. #CMWorld

@TheMechanism

 

@CMIContent @ScottLum this is your friendly reminder to think ahead! measurement is much easier that way, vs in retrospect. #cmworld

@aarongottlieb

 

@cmcphillips @davecscott @ScottLum @bldchris Might create the idea that yours is more valuable #CMWorld

@atxcopywriter

 

A8: Social will become part of the entire organization – we’ll need to determine how we measure the success for each team #cmworld

@ScottLum

 

@atxcopywriter @davecscott @ScottLum @bldchris If it truly is, that’s one thing. Good point. #CMWorld

@cmcphillips

 

MT @atxcopywriter: Future of social marketing depends on the future of how people use social media. We have to follow the users. #cmworld

@lindadessau

 

@aarongottlieb @ScottLum Nice point! #CMWorld

@CMIContent

 

A8: Content Marketing and Social Marketing are not the end – we’ll need to map engagement through entire journey #cmworld

@ScottLum

 

A8: Would be interesting to see #SoMe better leverage live events rather than all of us just being play-by-play reporters. #CMWorld

@mikemyers614

 

@MaelRoth @davecscott @ScottLum @bldchris Ha, right! The “fingers crossed” strategy. Always super effective. #CMWorld

@cmcphillips

 

A8: We’ll map every customer touchpoint and create value based on their feedback #cmworld

@ScottLum

 

A8: would love to see my sales team embrace social & consider there are real people (& prospects) behind the tweets, posts, etc. #cmworld

@mewzikgirl

 

@mikemyers614 Interesting. Let’s chat more on this! #CMWorld

@CMIContent

 

@CMIContent A8 Increase in paid, especially mobile, more data driven/measuring ROI, new platforms, more integration, etc. #CMWorld

@_DanMessina

 

exactly! @atxcopywriter Depends on the future of how people use social media. We have to follow the users. #CMWorld

@MaelRoth

 

A8: Large #brands also need to find ways to encourage employees to “promote” on SoMe without feeling gross. #goodluck #CMWorld

@mikemyers614

 

We’ll spend the last 10 minutes asking @scottlum questions on #socialmedia ROI. Ask questions now! #CMWorld

 

I spoke with the social lead for GM – they don’t have a social media team they call it the customer experience team #cmworld

@ScottLum

 

MT @mikemyers614 Would be interesting to see #SoMe better leverage live events rather than just being play-by-play reporters. #cmworld

@BurkARTPhoto

 

@kristamarjaana and Snapchat! #CMWorld

@Plumlytics

 

@mikemyers614 Maybe we could even be part of the events in new and exciting ways #cmworld

@TrainingCEO

 

Calling it customer experience team takes a customer-centric view instead of Marketing or PR #cmworld

@ScottLum

 

@CMIContent Just seems like the last great opportunity, people can’t FF past messages in live events (not just sports) #CMWorld

@mikemyers614

 

Q for @ScottLum – What’s one thing that you feel is routinely misunderstood about ROI? What are people getting wrong w/measuring? #cmworld

@bldchris

 

@TrainingCEO What I’m wondering… #CMWorld

@mikemyers614

 

@mikemyers614 No – now they can block and unfollow! #CMWorld

@cmcphillips

 

@bldchris Nice question! #CMWorld

@CMIContent

 

@cmcphillips Eeek. Yeah, dangerous. #CMWorld

@mikemyers614

 

Is there any view besides customer centric that really makes sense? #cmworld

@TahiraCreates

 

@mikemyers614 We’re hoping to leverage our keynote pres’s at this years @prsaicon. Get the attendees+digital audience more engaged #cmworld

@TheMechanism

 

Q for Scott: What advice can you give in developing a social media strategy when there has been none. Wise to estimate ROI? #cmworld

@vegecomgirl

 

Q 4 @scottlum do you create content for specific channels or do you adapt existing content for those channels? In terms of strategy #CMWorld

@MaelRoth

 

@bldchris Marketer tend to measure success the way we’ve always done. We need to look longer term at adding value to customers #cmworld

@ScottLum

 

Recommended for Social Media ROI – @thebrandbuilder Recommended for advice on gating – @dmscott #CMWorld

@DaveWebb

 

Q for @ScottLum: What advice can you give in developing a social media strategy when there has been none. Wise to estimate ROI? #cmworld

@vegecomgirl

 

@ScottLum Which marketing automation software is leading in measuring social touches? (even if not quite there yet) #CMWorld

@_DanMessina

 

@JackKosakowski1 RTed with our #CMWorld hashtag so Scott sees it during our chat today. πŸ™‚

@CMIContent

 

MT @ScottLum: Marketers tend to measure success the way we’ve always done. We need to look longer term at adding value to customers #cmworld

@lindadessau

 

@bldchris It’s not just about the sale today but building and nurturing the lifetime value of the customers #cmworld

@ScottLum

 

#CMworld A8 Future of social #marketing is feeding tailored content based on cognitive rules derived from big data analysis!#SocialMedia

@avik_munshi

 

@cmcphillips An opportunity for events to blend their app and something like a local version of twitter for more local engagement? #CMWorld

@mikemyers614

@TheMechanism @prsaicon Sounds interesting! #CMWorld

@mikemyers614

 

But how many companies measure lifetime value as a key KPI? Social can get us there. #cmworld

@ScottLum

 

@mikemyers614 Would love to connect offline. We’re already talking #CMWorld 2015 app, and would appreciate any thoughts!

@cmcphillips

 

@CMIContent @ScottLum Thanks, Scott. #cmworld

@bldchris

 

@_DanMessina @ScottLum Good question yes! #CMWorld

@MaelRoth

 

MT @ScottLum: How many companies measure lifetime value as a key KPI? Social can get us there. #cmworld

@lindadessau

 

@ScottLum Sounds amazing! #CMWorld

@CMIContent

 

@cmcphillips For you guys, anytime! All I have are ideas, but if they help… #CMWorld

@mikemyers614

 

@mikemyers614 @cmcphillips But apps tend to engage attendees and not those who are not there. Don’t you want engage them? #cmworld

@BurkARTPhoto

 

@avik_munshi Yes, data will be key in the future to understand trends and personalizing experiences #cmworld

@ScottLum

 

Gotta run, but as always a BIG thanks to #CMworld’s moderators @CMIContent @ScottLum Thanks everyone for a very informative chat today!

@TheMechanism

 

Love it! MT @ScottLum: I spoke with the social lead for GM, they don’t have a social media team but a customer experience team #cmworld

@Acrocephalus

 

@BurkARTPhoto @mikemyers614 For our event specifically, our app is for our attendees. #CMWorld

@cmcphillips

 

@cmcphillips @mikemyers614 Anything to make making networking connections easier (my advice for the app) #CMWorld

@atxcopywriter

 

@TheMechanism @ScottLum Awesome contributions as always! Thank you! See you next week. .#CMWorld

@CMIContent

 

@atxcopywriter Definitely agree. Thanks! #CMWorld

@cmcphillips

 

@cmcphillips Twitter just seems like ‘rented land’ for you guys… #CMWorld

@mikemyers614

 

@bldchris @ScottLum people get focused on the return first… you actually have to invest time + money, then look for returns! #cmworld

@heykarri

 

@atxcopywriter @cmcphillips Exactly. #CMWorld

@mikemyers614

 

@heykarri @bldchris @ScottLum Yes – esp in content marketing & social – it takes time! #CMWorld

@CMIContent

 

Today’s chat was great. I got some validation on my own thoughts + some yummy brain food. Thanks, @CMIContent @ScottLum + guests!! #cmworld

@bldchris

 

We’re much closer to defining Social ROI than we were 3-yrs ago. Content Marketing helps get us there. #cmworld

@ScottLum

 

@bldchris @ScottLum Thrilled you were here, Christin! Hope to see you next week! #CMWorld

@CMIContent

 

@CrowdContent @kristamarjaana Exactly! The next generation is about the immediate NOW (and no accountability)! #CMWorld @CMIContent

@Plumlytics

 

@cmcphillips @mikemyers614 Right but aren’t you trying to turn members or lurkers into attendees? #cmworld

@BurkARTPhoto

 

Enjoyed the chat as always – looking forward to continuing conversations. Have a great week if I don’t see you in another chat! #cmworld

@TrainingCEO

 

Thanks @ScottLum and @CMIContent for the insights and fun. Great chat, as always! #CMWorld

@mikemyers614

 

Sorry if I didn’t get to all of the questions – this was fast and furious #cmworld

@ScottLum

 

Q @scottlum: What is the 1 piece of social media ROI advice you would give to the #cmworld crowd?

@CrowdContent

 

Thanks to @scottlum for joining us on our #CMWorld chat today! Great to explain how we can determine ROI of #socialmedia!

@CMIContent

 

@ScottLum Well done!! It’s alwys fun to discuss ROI #CMWorld

@lttlewys

 

@ScottLum ya! At least promoted content on my facebook news feed won’t piss me off =)) #CMworld

@avik_munshi

 

Thanks @cmcphillips @cmicontent @scottlum and everyone! See you next time πŸ™‚ #cmworld

@lindadessau

 

Gosh, I always feel energised after a #CMWorld Chat, you guys really must join πŸ™‚ http://ow.ly/Co5u6

@KDADouglas

 

@BurkARTPhoto @cmcphillips I was actually talking about something at the event, so they are all attendees at that point. #CMWorld

@mikemyers614

 

Join us for our #CMWorld chat next Tuesday when @ringo66 joins us to talk #contentmarketing and design! http://contentmarketingworld.com/cmworld-twitter-chats/

@CMIContent

 

How do blogs relate to social media ROI? And how to maximize ROI with blogs? #CMWorld

@spotlightmkting

 

Thanks everyone for joining and the fantastic questions. #cmworld

@ScottLum

 

@lindadessau @cmcphillips @scottlum Thrilled you were here, Linda! #CMWorld

@CMIContent

 

@CMIContent @ScottLum Thanks for the great #cmworld chat today!

@_DanMessina

 

@ScottLum Thank you, Scott! Appreciate the time between your big projects! #CMWorld

@cmcphillips

 

Thx for the friendly chat everyone πŸ™‚ Any news on a chat on CM strategy on an international scale @cmcphillips ? Or too “niche”? #CMWorld

@MaelRoth

 

@CMIContent Feels nice to attend #CMworld after a long time!

@avik_munshi

 

@KDADouglas That’s awesome to hear, Katrina! Thank you! #CMWorld

@CMIContent

 

Find more info on @scottlum at https://digitalmarketingmuse.wordpress.com/author/scottlum808/ #CMWorld

@CMIContent

 

@avik_munshi Yes! So great to see you! #CMWorld

@CMIContent

 

@CrowdContent Don’t think of social as just another marketing channel – it’s so much more for the customer & the brand #cmworld

@ScottLum

 

@MaelRoth I haven’t forgotten your suggestion. πŸ™‚ We’re booked until January! Will let you know! Thanks! #CMWorld

@cmcphillips

 

Interested in hands-on 1-day #contentmarketing workshops? Find out more about our #CMWorld Master Classes: http://www.contentmarketingconf.com

@CMIContent

 

Great #cmworld chat! Refreshing take on social media ROI. Thanks @scottlum

@CrowdContent

 

@CrowdContent Get to know the tools, there’s so much that can be done to engage your audiences if you use them well #cmworld

@ScottLum

 

@CMIContent Thank you for a great chat! Thank you for sharing openly, everyone! See you next time! #CMWorld

@Plumlytics

 

@Plumlytics Thanks for joining us today! Hope to see you again next week! Send your creative team to next week’s chat! #CMWorld

@CMIContent

 

@spotlightmkting Measuring #SocialMedia oContent #marketing ROI is like measuring return on caloriesThere’s no definitive scale! #CMworld

@avik_munshi

 

@cmcphillips My pleasure. Thanks for having me. What a great time to be in Marketing #cmworld

@ScottLum

 

.@billcush agreed,end goal is to buy product but 2 compete in digital there are a whole lot of other tiny steps that need 2 happen #cmworld

@cm_socialmedia

 

Thanks so much to @ScottLum & @CMIContent for the great #CMworld chat! I learned a lot (and tried to keep up!)

@LucyMartinMedia

 

@LucyMartinMedia @ScottLum Thanks so much for joining us today, Lucy! Hope to see you on another #CMWorld chat soon!

@CMIContent

 

@3rhinomedia Thanks, Don! Would love your thoughts as well! #CMWorld

@CMIContent

 

@cm_socialmedia @billcush Yes! And we need to keep relationship past the sale too. #CMWorld

@CMIContent

 

@CMIContent First time joining your chat and it was a great! Lots of interesting insights! See you next time! #CMWorld

@kristamarjaana

 

@kristamarjaana Thank you so much for joining us today! We are so glad you did! #CMWorld

@CMIContent

 

@sferika @lttlewys @atxcopywriter @lindadessau Thanks, as always, ladies! You’re the best! Enjoy your Tuesday! #CMWorld

@CMIContent