Every movement begins with a moment.

Tap this. Hit that. Click here.

Posted 29 February 2016 9:00 AM by Kevin Tyler @MoxieUSA, @kevntylr

No matter how digital marketers put it, chances are that their social content’s KPI is not measured in likes or shares, but in clicks. With the exception of awareness-oriented campaigns, calls to action depend on links as the vehicle from which success can be reported. And thanks to the analytics natively available right now across platforms, this vehicle too often arrives with tinted windows, hindering the ability to learn about the users who are driving click metrics — the very people responsible for success.

A solution that might immediately stand out is to invite third-party URL vendors into content marketing strategies. After all, that’s better than relying on the platforms’ one-size-fits-all link click metrics. But the problem with this approach is that each vendor holds a different piece of the puzzle, ultimately falling short of offering comprehensive link reporting. And of course there’s the added cost of such services to consider, not to mention the inefficiency of divvying up analytics time across a growing archipelago of reporting tools.

The onus of creating seamless reporting must be placed on the API’s source — the social platforms themselves. By breaking down the current clicks metrics into the insight-heavy offerings below, platforms can: (1) cut out the middle man, (2) help build marketers’ confidence on their user base and (3) attract campaign dollars in today’s pay-to-play media ecosystem:

Clicks by location

• Builds a heat map of which regions resonated most with the content, thereby enabling marketers to understand their user base and potentially uncover a valuable secondary market

• Informs geotargeting by removing regions unlikely to yield impressions

• Helps detect spam patterns by surfacing any disproportionate data, i.e., odd numbers of clicks where they shouldn’t be

Clicks by time

• Informs optimal content post timing by providing a rough but minable schedule of dayparts when users are likely to be active

• Helps marketers understand the average engagement lifespan of their content on the respective social platform

Clicks by IP address

• Bolsters existing remarketing strategies with additional and relevant users gained through social click-throughs

Clicks by device

• Although less valuable now that mobile is definitively king, it still helps confirm where users are and could inform creative executions

Efficiency breeds success, prompting famed management consultant Peter Drucker to prophesize, “What gets measured gets improved.” And there is certainly room for improvement. By having the key social players consolidate preexisting technology into analytics hubs that place greater valuation on URLs, marketers can help drive success for the brands they champion.

What do you think? Please share your thoughts in the comments below.


Add your comment






#crisis #socialmediacrisis #socialmedia #digitalmarketing #socialmarketing #strategy #influencers #communication #pr #media #ideation #creation #content #planning #culture Snapchat Snap Inc. advertising marketing social media community management brand millennials authenticity Spectacles Wearables customer customer service Paid Media Podcasts Content Sponsored Ads Content Marketing #content #marketing #media #analytics #digitalmarketing #ideation #creation #production DecisionIQ strategy big data personalization Humanizeit Facebook Facebook Live Video Instagram Stories ftc guidelines social influencer social influencers social media influencers social media broadcasting live video Processing prototype prototyping user experience ux technology programming coding java ideas design visual arts mix reality mixed realities data tutorial sketch Twitter Carousel Ads Ad Exchange Programmatic FBX Disney virtual reality projection mapping RFID Tumblr Voice Tone Axure wireframing UX software collaboration Measuring Usability UX Best Practices Designing User Journeys Stop counting clicks Designing for completion Designing for satisfaction Dieter Ram and User Experience Less is more Less but better Influencer Marketing learnability user interface user-created content gaming maker editor Super Mario Maker Nintendo digital media chat bots messaging mobile applications automation F8 Mark Zuckerberg Business F8 Conference Email office agency communication Slack Facebook at Work meetings productivity Wearable tech Healthcare Experience Patient Experience Service Design Strategy Creative Moxie VR Six Flags Six Flags Over Georgia theme parks Samsung Samsung Gear Samsung Galaxy VR headset Oculus Rift Playstation VR roller coasters Dare Devil Drive Websites Web dev development digital reactions emotion analytics dislike social metrics clicks Brands Consumers CPG Retail Consumer Marketing Consumer Insights Super Bowl Commercials Football Cultural Phenomenon Game adtech martec auto-responders automated marketing Experience Design Interaction Design Ecosystem iOS Healthkit Ad blocking Forbes Condé Nast GQ interactive media ad-light hashtags hashflags audience visual emojis campaign management 1-to-1 marketing omnichannel CES CES 2016 Oculus Sony PlayStation uSens HTC special mapping hand tracking games PetBot WonderWoof BowTie Pets OTT digital distribution Netflix Reed Hastings on-demand #yearahead #2016 #newyear #2016predictions #digitalstrategy #modernism user-generated content UGC Consumer Connection Integrated Marketing Manufacturers Accessibility usability engagement rate disability awareness creative process creativity fail fast hiring ideas imperfectionist perfectionist personnel progress test and learn fast casual restaurants social media campaigns QSR social strategies in-store promotions in-store social media promotions successful social media campaigns Logos Typography Branding #CPG #Retail #ConsumerInsights #CRM #ConsumerDirect #Seamless #OmniChannel #MoxieMakers #frontierism #intelligence #architecture insight moments Unit3C FutureX lab innovation open house Q&A UnitFilms 48in48 General Assembly Non-Profit Ponce City Market Branded design technical design style guide wireframes brand guidelines Consumer Products Interactive Marketing GIF social campaign modern marketing Cannes Lions new media pop culture meme Web Accessibility QA media media buying mobile apps targeting wires Advertisers Apple Store EasyPay self-checkout app mobile payment Sporting Events Sitecore CMS delivery Content Marketing Strategy Brand Content Marketing Content Strategy Brand Content Strategy Social Content Strategy Cannes humanity what3words life saving dot Agency Partnership Agency Relationship Competitive Review Millennial Marketers email marketing omni-channel digital marketing esp email service provider process WCAG 2016 Planning Connected Omni AR Commerce Social Innovation Create Content Strategy OMMA MediaPost Internet Week TV & Video Media Planners Creative Conundrum real-time scalability Customization smartphone loyalty advocacy live streaming content democracy Open Source Node.js Cheerio Handlebars Hyperquext MongoDB Atlassian Stash PhantomJS Shopping On-demand economy Sharing economy Everything on demand Instant delivery iPhone App Amazon Now Build Automation DevOps Native Advertising Machina Forrester SXSW Machine Learning Data Streams Web search results Data Platforms ROI Instagram Purchase Behavior Like Content Consumer Channel Role and Purpose ExactTarget Salesforce Cloud Responsys Oracle Silverpop IBM Agency Culture Innovation and Technology Client Relationships Platform Partnerships Ever-evolving Digital Age geo-fencing tablet Android second-screen Austin FOMO Meerkat scaleable vector graphics Flash animation interactivity code browsers uber-savvy consumers integrated digital-connectedness Valentine's Über Bloom that Open Table Waze marketing research google music art sports illustration sculpture food green entertainment movies photography real time marketing cheat sheet smart homes vine print 3d printing street art painting fashion influencer movie billboard outdoor mobile wallet toys film halloween history space films cars anniversary


Error: All fields are required.