Nova internet marketing kratica?
Tko bi to sve stigao pratiti. Na silan niz kratica koje se danas koriste u Internet marketingu, eto još jedna. Nerijetko i ja posegnem u riječnik kratica kako bih si razjasnio ili obnovio začenje neke kratice.
Prije godinu i pol dana, Avinash Kaushik je napisao blog o mjerenju povratnih podataka posjetitelja web stranice koji su pristigli s društvenih mreža. Tamo postoje vrlo zanimljivi članci o tome što se isplati segmetirati prilikom čitanja Analytics izvještaja. Po njemu svakako ima smisla segmentirati prema:
- New versus returning visitors.
- Referred from a particular search engine or website.
- Entered at a specific page.
- Exited from a specific page.
- Referred from an affiliate.
- Arrived via a specific ad campaign.
- Visited during certain dates.
- Average time on site.
- Arrived via specific search engine query.
- Visits on certain days of the week.
- Visits during certain times of the day.
- Visitors generating specific revenue.
- Internal search queries.
Mjerenje je važno
Ima tamo jedan vrlo zanimljiv komentar poznatog hrvatskog internet marketing stručnjaka kojeg prenosim više-manje izvorno:
There is a generalisation method that I use. The revenue per visit per social media. For clients that don’t know the value of Facebook or Twitter or other social media
I call them Social Media Efficiency Factor (SMEF).
Very often my Clients aks me:
– How efficient are my FLYT (Facebook, LinkedIN, Youtube, Twitter) efforts? Where should I put more money to achieve better ROI?
After years of hard datamining, data analysis and data interpretation, I finally find out a simple way to help my Clients to understand the feedback data better. Now I use a simple correlation factor called SMEF (Social Media Efficiency Factor).
If the sales or income for a product or item rises (or falls) for a percentage (eg 5%), just compare it to the rise or fall of the social media referrals during the same period. If the # of Facebook referrals have risen 5%, LinkedIN referrals about 2.5%, and Youtube referrals fall 10%, just calcuate the SMEF’s.
SMEF (Facebook) = income / visits = +5% / +5% = 1
SMEF (LinkedIN) = income / visits = +5% / +2,5% = +2
SMEF (Youtube) = income / visits = +5% / -10 % = -0.5
Using this linear correlation factors (SMEF’s) I would recommend my Client to allocate the money for Social media marketing as follows:
- + 2$ in LinkedIn,
- – 0.5$ in YouTube
- for every 1$ he/she invests in Facebook.
Periodically this should be repeated [weekly or biweekly]. In mathematics this is called the linear interpolation. It’s the less accurate and hardest way to find a solution, but at the same time, it’s the most stable and easiest way to write an algorithm or program for equation solution.
Eto, sada ćete znati što je SMEF
