Sunday, January 24, 2010

How many clicks to get to the center of a Tootsie Pop

The value of a click for PR and marketing professionals

All sorts of marketing departments around the world are meeting right now trying to figure out how to get their enthusiastic followers to Tweet about their product. They imagine that each Tweet will drive one more click to reach the chewy customer at the center of the marketing campaign.

I believe there is a hard cash value for each Tweet. Just like any traditional outbound marketing or lead generation program, there is a value to every customer action. Each new customer that comes in the door brings in money. Twitter brings people into your cause or company and they buy your product. I'm not suggesting that marketing departments blast Tweets like they do with direct mail, but instead it makes sense to engage with customers online and listen to the conversation. If you are investing time and money into a social media program, you'll want to know what that investment is getting you.

So, how do we measure the value of a Tweet? I've put together a basic formula that I think calculates that value fairly well. At least it gives you a baseline value to compare against your other customer engagement programs.

Nearly every topic and word has a value in today's online marketplace that is set through Google AdSense. Thousands of people are bidding for these keywords and this auction ensures that the value of the word is set just about right. For example, pretend I work for Specialized, the bike company. If I look up the value of the Specialized Epic on Google Adsense, I know that Google will charge me $.59 each time someone clicks on my ad. Or, the value of that click is at least $.59.

The next step is to count the number of clicks that you've had on your Tweets. If the Tweets in your campaign use a Bit.ly link to shorten the URLs, the service will give you a real-time count of who has clicked on that link. The formula is something like this:

(Dollar value of keyword) X (# of clicks) = Baseline value of the campaign

Imagine that the community posts a cool video of Team Specialized from their last competition. If I saw that I received 11,000 clicks on the link to the video the day it posts, I could estimate that the Day 1 value of the campaign is $6,490.

This formula omits a few important considerations for influence campaigns. Unlike a TV ad where the sender (the TV) is neutral, the sender in social media has a reputation that can greatly enhance the impact of the message. That reputation factor should be multiplied against the baseline value. Tools like Twinfluence attempt to measure influence, but it is still fairly subjective.

Also, the formula leaves out the value to your brand when someone reads a Tweet, but doesn't click. That Tweet improves your brand, but is even more difficult to measure. All marketing campaigns suffer from this problem so it probably equals out when you are comparing the success of campaigns within the same company.

Each click takes marketing and PR professionals closer to the customer. Now that you have a baseline value for those campaigns, you'll be able to quickly demonstrate their value by counting the clicks that it takes to reach the center of the candy coated customer.


19 comments:

Megan Valish said...
This comment has been removed by a blog administrator.
Megan Valish said...
This comment has been removed by a blog administrator.
Karan Arora said...
This comment has been removed by a blog administrator.
Sikha Vashisht said...
This comment has been removed by a blog administrator.
Unknown said...
This comment has been removed by a blog administrator.
Megan Valish said...

happy janmashtami 2016
Happy Ganesh Chaturthi 2016 Wishes
happy janmashtami 2016 Images
Happy Janmashtami 2016 Pictures
happy janmashtami 2016 Wishes
Sri Krishna Janmashtami Images
Sri Krishna Janmashtami Wishes
happy janmashtami Wallpapers
Happy New Year 2017
happy Krishna janmashtami
Halloween 2016
raksha bandhan Wishes
Halloween Costumes Ideas
Happy New Year 2017 Pictures
Halloween 2017 Nail Designs
Happy Diwali Wishes
raksha bandhan images
Black Friday Deals
happy raksha bandhan wishes
Black Friday Ads
happy raksha bandhan wallpapers
Halloween 2016 Wishes
Halloween 2016 Wallpapers
happy janmashtami wishes
Happy independence day Speech
raksha bandhan Messages
india's independence day
happy raksha bandhan Images
most famous things in the world
Happy raksha bandhan 2016
raksha bandhan Quotes
independence day Images
Happy Navratri 2016 Wishes
Happy Navratri 2016 Images

http://happymothersdayquotes.co.in/ said...

Happy Friendship Day SMS
Happy Eid Mubarak 2016
Happy Independence Day Quotes
Happy Friendship Day SMS
Happy Rakhi Poornima
Teachers Day Speech in English

Unknown said...

michael kors handbags clearance
mcm outlet
air max uk
christian louboutin shoes
coach outlet
tory burch shoes
chaussure louboutin
fitflops uk
michael kors outlet clearance
coach outlet
longchamp outlet
ralph lauren pas cher
hermes birkin bag
tods shoes sale
true religion jeans
beats by dr dre
nhl jerseys
fitflops sale
longchamp handbags
mulberry handbags
mont blanc outlet
reebok outlet store
true religion outlet
michael kors outlet online
herve leger dresses
louis vuitton bags
nike tn pas cher
nike air max
michael kors wallet
replica watches
ugg boots outlet
fitflops outlet sale
celine outlet online
lacoste pas cher
michael kors uk outlet
czq20160726

rahul said...

independence day images
teachers day poems
ganapati songs download
welcome speech for grandparents day in hindi

rahul said...

backgrounds for computer
backgrounds for desktop
backgrounds hd
best backgrounds
best desktop backgrounds

Unknown said...

kobe shoes
cheap nike air max
ray ban sunglasses
uggs for kids
kate spade
true religion outlet store
fit flops
ugg outlet
mcm outlet
michael kors outlet clearance
20161011caiyan

chenmeinv0 said...

louis vuitton outlet
pandora bracelet
seahawks jerseys
coach outlet store online
tommy hilfiger clothing
canada goose jackets
warriors jerseys
longchamp pas cher
adidas outlet
ray ban sunglasses outlet
2016.11.26xukaimin

Unknown said...

ray ban sunglasses
adidas trainers
uggs australia
los angeles clippers jerseys
oakley sunglasses wholesale
christian louboutin shoes
mlb jerseys
gucci outlet
kate spade
timberland boots
20172.15wengdongdong

Unknown said...

Usually, I don't read blogs completely but I read you completely as it was very interesting to read and it has all the creative and innovative content and would like to see more from you in future.
Fashion Design Techniques

Unknown said...

Simply superb is the only word that came to my mind after reading your blog because of its uniqueness and filled with some very useful information which every reader want to read. So thanks for sharing it in a very innovative way.
Trend Forecasting

Unknown said...

chrome hearts
reebok shoes
hermes belt for sale
nike polo
salomon speedcross
yeezy boost 350
yeezy boost 350
nike air huarache
brady jersey
hermes belt

Unknown said...

michael kors handbags
skechers shoes
michael kors handbags
jacksonville jaguars jersey
replica watches
dolce and gabbana outlet
dolce and gabbana shoes
michael kors outlet
michael kors handbags sale
supra shoes

Unknown said...

cheap nba jerseys
ray ban sunglasses
coach factory outlet
lacoste pas cher
coach outlet
cheap oakley sunglasses
gucci outlet online
polo ralph lauren
cheap ray ban sunglasses
cleveland cavaliers jersey
20170330lck

Guest said...

I'd love to share this with my friends, thanks for sharing! Halifax Drywall Installation Company