Ongororo & KuedzwaKushambadzira InfographicsSocial Media & Influencer Kushambadzira

Kuyera iyo ROI yeSocial Media: Maonero uye Maitiro

Dai iwe ukandibvunza makore gumi apfuura kuti makambani anofanirwa kuisa mari mukushambadzira kwesocial media, ndingadai ndataura zvine mutsindo hongu. Apo social media payakatanga kukwira mukuzivikanwa, pakanga pasina maalgorithms akaomarara uye ane hukasha ekushambadzira zvirongwa pamapuratifomu. Social media yaive yakaenzana pakati pevakwikwidzi vane mabhajeti makuru uye mabhizinesi madiki aishandira vatengi vavo zvakanaka.

Midhiya yemagariro yaive nyore… ipa nhungamiro uye hunyanzvi kune vateveri vako, uye ivo vakagovana uye vakatsvaga mikana nemhando yako. Vateveri vako vakawedzera rubatsiro rwako, uye WOM yakafambisa ruzivo rwekuwedzera uye kutora kwezvigadzirwa zvako nemasevhisi.

Nekukurumidza kusvika nhasi, uye, mumaonero angu, kambani yese inoonekwa sea spammer kana an mushambadzi nemapuratifomu makuru enhau. Zvisinei nemhando yemeseji yako uye saizi yekutevera kwako, masocial media mapuratifomu haadi kuti kambani yako ibudirire pasina ivo kuwana chidimbu chechiitiko. Zvinosuwisa, sekufunga kwangu kuwanda kwemashiripiti kwaenda. Mapeji angu emakambani anenge asingaonekwe pamapuratifomu ese, kunyangwe yakakura inotevera uye yakakurumbira zvemukati. Ini handina bhajeti rekusimudzira zvemukati, nepo vakawanda vanokwikwidza vachiita.

Nekuda kweizvozvo, kuongorora social media's Return on Investment (Royi) zvakakosha uye zvinonetsa. Kunzwisisa kushanda kwekuedza kwekushambadzira pamapuratifomu akaita seFacebook, Instagram, uye Twitter imhinganidzo yakajairika, paine chikamu chidiki chemabhizinesi chinokwanisa kuverengera kukanganisa kwesocial media pane zvabuda mubhizinesi ravo.

Matambudziko Mukuyera Social Media ROI

Nepo mazhinji ekushambadzira masvikiro, chiteshi, uye marongero zvakati zvakanyungudika kukuziva, kutora, kukwirisa, nekuchengetedza, social media inotambanukira kupfuura. Zvigadzirwa zvinopa basa revatengi, rutsigiro rwevatengi, kutengeserana munharaunda, uye zvimwe zvakawanda kuburikidza nemagariro chiteshi. Somugumisiro, kune matambudziko akati wandei.

  1. Kusagona Kubatanidza kune Bhizinesi Mhedzisiro: Vatengesi vazhinji vanonetsekana kubatanidza kuedza kwesocial media nezvinobatika bhizinesi zvinangwa, kuomesa ROI kuyerwa.
  2. Kushaikwa kweAnalytics Nyanzvi: Chipingamupinyi chakakosha kushaikwa kwehunyanzvi hwekuongorora kana zviwanikwa zvekunyatsoongorora data, kunyanya sezvo mapuratifomu akaita seGA4 akakwenenzvera matorero aanoita, hunhu, uye kuchengeta iyo data.
  3. Zvishandiso zvekuyera zvisina kunaka uye Mapuratifomu+ Mazhinji masocial media mapuratifomu anochengetedzwa nezve data ravanotora nekuti rinoshandiswa kusimudzira kukura kwemapuratifomu avo ekushambadzira.
  4. Zvisingaenderani Kuongorora Maitiro: Kusavapo kwemaitiro akajairwa ekuyera kunotungamira kune zvisingatarisike mhedzisiro uye mazano. Mumwe muenzaniso kushaikwa kwemushandirapamwe URLs kunyatso taura zvese zviri zviviri organic uye zvakabhadharwa kuedza.
  5. Data isingavimbike: Kuita sarudzo kunowanzo vhiringwa nedata rinenge risina kukwana kana remhando yakashata.

Pasinei nematambudziko aya, 28% yemasangano ekutengesa anoshuma kubudirira mukuyera hukama hweROI, uye 55% vanoti vanogona kuyera ROI yevanhu kune imwe nzvimbo, iyo inoratidza kufambira mberi mumunda.

Mentallyiki

Chii Chiri Kuyerwa?

Mabhizinesi arikuchengeta akasiyana metrics, asi haasi ese akasungirirwa zvakananga kuROI:

  • 58% yemakambani anoyera kubatanidzwa (kuda, makomendi, migove, nezvimwewo).
  • 21% kuyera kutendeuka (kupedzisa chinangwa, kutenga).
  • 16% kuyera kuwedzera (migove, nezvimwewo).
  • 12% kuyera masevhisi ebasa revatengi.

Kune akabhadharwa emasocial campaigns, anonyanya kuteverwa metrics ndeaya:

  • Kusvika kwevateereri uye kukura
  • Dzvanya kune saiti/peji
  • kupana nduma
  • Chiyero chekushandurwa

Kunyange maKPI akazvimirira senge aya achigona kutaura kune mukurumbira wekuedza kwako kwesocial media, hazvireve kuti vanowedzera madhora kuzasi. Kiyi yekuyera iyo ROI yekuedza kwako social media ndeye:

  • Pane kuwirirana kwakananga pakati pekuita kwekuedza kwesocial media nekuvaka ruzivo rwemhando?
  • Pane kuwirirana kwakananga pakati pekuda, makomendi, uye mashare kune chaiyo kutenga maitiro? Ita kuti kuedza kwako kwesocial media kuwedzere kukosha kwehupenyu hwevatengi vako (CLV)?
  • Pane kuwirirana kwakananga pakati pekuedza kwauri kuita kushandira nharaunda yako uye kutengesa uye kuchengetedzwa kwevatengi vako?

Meme inosetsa yakagovaniswa pasocial media chiteshi chako inogona kuenda kuhutachiwana uye kufambisa nhamba yako yese yekubatanidzwa kumusoro ... vanity metrics.

Organic Social Media vs. Social Media Advertising

Kuedza musocial media kunogona kunge kuri organic, kubhadharwa, kana musanganiswa ipapo we.

Organic Social Media

Kuvaka organic vateereri uye nharaunda ndezvekusimudzira hukama hwenguva refu. Kunyange zano iri ringave risina ROI yekukurumidza, inobatsira kune isina kunanga mari hova sekutendeka kwevatengi uye kukosha kwehupenyu. Chinokosha apa ndechekuyera kubatanidzwa uye kukura, izvo zvinogona kukonzera kuwedzera kwekutengesa uye kushamwaridzana, sezvinoratidzwa nevanopfuura hafu yevatengesi.

Kudivi refiripi, anobhadharwa social media mishandirapamwe akagadzirirwa kuti agadzirise nekukurumidza uye ari nyore kuyera. Tarisiro apa ndeyekudzvanya kune saiti/peji, kubatanidzwa, uye zvakanyanya kukosha, mitengo yekushandura. Kushambadzira inzvimbo iyo makambani anoona kuwirirana kwakananga neROI, sezvo mishandirapamwe iyi iri nyore kurongeka uye inogona kugadzirwa kuti iite zvirinani.

Investment muSocial Media Marketing

Paavhareji, makambani anoshandisa 17% yemabhajeti avo ekushambadzira pasocial media, uye vanotarisira kushandisa 26.4% yemabhajeti avo pasocial media mukati memakore mashanu. 

CMO Nhasi

Kunyangwe zvipingamupinyi mukuyera, mabhizinesi anoramba achiona kukosha kwekushambadzira kwesocial media uye anoda kuisa mari mairi.

Maitiro Akanakisa eKukwirisa Social Media ROI

Iyo ROI yesocial media yekushambadzira yakapetwa, ichibatanidza ese ari maviri organic uye akabhadharwa mazano ekufambisa kukura kwebhizinesi. Heano mamwe maitiro akanaka:

  1. Gadzirisa Zvinangwa zveSocial Media neBhizinesi Zvinangwa: Zvakanyatsotsanangurwa zvinangwa zvebhizinesi zvinobatsira mukugadzira yakanangana nesocial media nzira dziri nyore kuyera.
  2. Isa mari muAnalytics Expertise: Kuve nehunyanzvi hwekuongorora pabhodhi kana kubatana nemaajensi kunogona kubatsira kuita pfungwa yedata uye kuwana zvinogoneka.
  3. Sarudza Maturusi Akakodzera: Isai mari mune yakavimbika masocial media analytics maturusi anogona kuyera nemazvo maKPI akakosha kubhizinesi rako.
  4. Misa Nzira dzekuyera: Gadzira inopindirana yekuongorora dhizaini yekuyera social media ROI zvinobudirira pamishandirapamwe.
  5. Iva nechokwadi cheData Quality: Koshesa kuunganidza uye kushandisa yemhando yepamusoro data kuita sarudzo dzine ruzivo.

Kunyangwe zviyedzo zvekuyera, mabhizinesi ari kuita zvishoma nezvishoma kugona kubatanidza kuedza kwesocial media kune zvinobatika.

Automation uye Artificial Intelligence muSocial Media

Kufambira mberi mukushambadzira kwesocial media uye mapuratifomu ekushambadzira, pamwe nekugamuchirwa kweArtificial Intelligence (AI) Heano maitiro aya matekinoroji ari kuita zvakakosha:

Enhanced Measurement uye Analytics

  1. Kufanotaura Ongororo: AI algorithms inogona kufanotaura ramangwana rekuita kwemasocial media campaigns nekuongorora maitiro ekare evatengi. Izvi zvinobatsira mukufanotaura ROI uye kuita bhajeti rine ruzivo.
  2. Yechokwadi-Nguva Ongororo: Mapuratifomu epamberi anopa chaiyo-nguva yekutevera yekubatanidzwa metrics, ichibvumira vatengesi kugadzirisa maitiro avo ekugadzirisa ROI nekukurumidza.
  3. Mutengi Sentiment Analysis: Zvishandiso zveAI-powered zvinogona kududzira manzwiro ari kumashure kwekudyidzana munharaunda, zvichipa ruzivo rwakadzama mukuona kwevatengi uye hutano hwemhando.

Automation yeKubudirira uye Chikero

  1. Chirongwa Kushambadzira: AI inogonesa kutenga kushambadza kwechirongwa, kunanga vashandisi zvakanyanya uye panguva dzavanogona kuita, nekudaro kuvandudza inogona ROI.
  2. Chatbots uye Virtual Vabatsiri: Aya maturusi anotyairwa neAI anogona kuita otomatiki sevhisi yevatengi pamapuratifomu emagariro, kuve nechokwadi chekupindura nekukurumidza kumibvunzo uye kugadzirisa kugutsikana kwevatengi nekuchengetedza.
  3. Zvemukati Kugadziridza: Zvishandiso zveAI zvinogona kupa zano rakakwana rekutumira nguva, mafomati, uye mhando dzemukati, otomatiki maitiro ekugovera zvemukati kuti uwedzere kubatanidzwa.

Yakavandudzwa Targeting uye Personalization

  1. Chikamu chePamberi: AI algorithms segment vateereri zvichienderana nezvakawanda zvinhu, zvinosanganisira maitiro uye huwandu hwevanhu, kune kwakanangwa kushambadzira kuedza.
  2. Chiitiko cheMunhu: AI inogona kugadzirisa zvemukati uye kurudziro pane imwe nhanho, ichiwedzera mikana yekutendeuka uye kugadzirisa ad kushandisa zvakanaka
  3. Tarisa Vateereri: Mapuratifomu ezvemagariro anoshandisa AI kutsvaga uye kunanga vashandisi vatsva vanofanana nevatengi varipo vemhando, vachiwedzera kusvika pamwe nepamusoro mukana weiyo ROI yakanaka.

ROI Optimization Zvishandiso

  1. A/B Kuedza otomatiki: AI masisitimu anogona otomatiki A / B bvunzo akasiyana ad zvinhu, kubva pamifananidzo kuenda kukopa, uye tarisa kuti ndeapi masanganiswa anoita zvakanyanya kutyaira ROI.
  2. Kugovera Budget: AI-powered maturusi anogona dynamically kugadzirisa ad ad pasocial media mapuratifomu uye mishandirapamwe yekuwedzera ROI.
  3. Shanduko Yekuvandudza Kugonesa: Nekuongorora kuti ndekupi kudyidzana kwevashandisi kungangotungamira mukushandurwa, AI inogona kubatsira kunatsa mafoni kukuita uye zvimwe zvinhu zvemukati.

Matambudziko uye Mafungiro

  1. Data Yakachengetedzwa: Nemitemo yakasimba yekuvanzika kwedata, vatengesi vanofanirwa kuenzanisa kusarudzika nekuvanzika kwevatengi.
  2. AI Transparency: Kunzwisisa kuti AI inoita sei sarudzo kwakakosha kuti uve nechokwadi chekuti otomatiki zviito zvinoenderana nemhando yemhando uye zvinangwa.
  3. Kutarisira Kwevanhu: Nepo AI ichigona kubata mabasa mazhinji, hutariro hwevanhu hunoramba hwakakosha kupa kutungamira kwekugadzira uye kufunga kwehunhu.

Kubatanidza AI musocial media mapuratifomu inogonesa kunyatso tarisisa, inoshanda ad kushandisa, uye inobatika njere, izvo zvese zvinobatsira mukuvandudza ROI. Nekudaro, kuendesa kwakabudirira kunoda musanganiswa weaya matekinoroji epamberi ane hunyanzvi hwekutarisa kwevanhu. Nekutarisa pamametrics akakodzera, kuisa mari muanalytics, uye kushandisa maturusi akasimba, makambani anogona kusimudzira ROI yavo uye kururamisa kukura kwavo kwekudyara mukushambadzira kwesocial media.

roi ye social media infographic
Source: MDG Solutions

Douglas Karr

Douglas Karr ndiye CMO OpenINSIGHTS uye muvambi we Martech Zone. Douglas akabatsira akawanda ekubudirira kweMarTech kutanga, akabatsira mukushingairira kweanopfuura madhora mashanu emadhora mukutenga nekudyara kweMartech, uye anoenderera mberi nekubatsira makambani kuita nekuita otomatiki nzira dzawo dzekutengesa nekutengesa. Douglas inyanzvi inozivikanwa pasi rese yedhijitari uye MarTech nyanzvi uye mutauri. Douglas zvakare munyori akaburitswa wegwaro raDummie uye bhuku rehutungamiriri hwebhizinesi.

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