iASP Client Login

Blog

How Much Is That Like There In The Window?

How Much Is That Like There In The Window?

How Much Is That Like There In The Window?

6 Steps to Better Social Media Campaign ROI

In our last blog article - How Much ROI Should Social Media ROI If Social Media Could ROI? - we considered what a reasonable expectation of return on investment (ROI) from social media is, from the point of view of a small business trying to build and grow their on-line social media community.

To quickly re-cap, we essentially concluded the expectation of a ROI on social media can be like the expectation of winning the lottery. Don't play the game expecting to win, play to be in the game.

Of course you shouldn't leave it all to chance.

Review and analyse the effectiveness of your activities to determine those that generate the most engagement and adapt your strategy to suit.

Counting the number of Likes and Re-tweets each post you publish receives will most likely only result in heartburn and ulcers, but that doesn't mean expecting a ROI for certain social media activities is insane, in fact it's very rational, especially when expectations are framed within the context of the following.

So, let's look at our 6 Steps to Better Social Media Campaign ROI:

Step #1: Set a Goal - What is the primary aim of the campaign? Are you aiming to increase your eStore sales during a promotion? Are you trying to collect new business leads?

Step #2: Define a conversion - What action or result will count as a 'hit'? Following the two examples above, a conversion may be a completed sale, or submission of a Contact Us form.

Step #3: Differentiate & Measure Conversions - If the goals you have set are similar to goals you have for your website, which they likely will be, you need to determine how you will differentiate conversions generated through your social media channels against conversions that were not generated through social media.

In the case of sales, it may be by counting the number of sales that used a particular promotional code that you only publish on your social media channels, or in the case of submitting a form, you may track submissions through a dedicated form or via a shared link that contains a variable. Depending on your analytics tools, you may be able to track visits to your website (or a particular page) that originated from social media websites that end with a completed sale or form submission.

Note: The iASP™ platform features a highly functional affiliate and referral tracking system that automatically tracks the source of visits, enquiries and sales.

Step #4: Calculate your return - How much was each conversion worth?

There are two methods you can use to determine this:

  1. Using data: Calculate the average total of the orders you received during the campaign (as per your tracking analytics). Or you can calculate the average lifetime value of the leads that you received over the campaign.
  2. Use a guesstimate: If you don't have enough historical data to help you, make an educated guess. For example, how much would you estimate to earn from your new customers? How much would you estimate customers spent?

Step #5: Calculate your investment - How much you spent on the campaign?

Your investment costs will be the total of things like:

  • How much it cost to plan, execute and manage the campaign.
  • How much it cost for graphic design.
  • How much it costs for the analytics tools you are using.
  • How much you paid to boost/promote/advertise your posts.

Step #6: Crunch the numbers - Now it's time to calculate your return on investment using the simple formula:

ROI = (Return - Investment) / Investment.


Summary:

Don't be disheartened by the results of any individual campaign, the key is to test and measure and evolve an approach that over time connects and engages with your audience.

Remember that social media can be very hit and miss. In our experience content generates engagement both above and below expectations.

The element that many people seem to overlook in social media analysis is mood and emotion. It changes from time to time in humans, and mood is very difficult to measure because it can be affected very quickly and very easily by factors so far removed that not even those affected couldn't tell they were being affected. For example, my football team just lost, so now I'm not in the mood to read a post I normally would.

The key to success is adaptation and experimentation.

Review your campaigns, try to identify why they did or didn't perform. Keep trying something different and comparing the results.



Resources:



How you ever calculated the ROI of a social media campaign you ran? How did you go? Let's discuss on our iASP Central Facebook Page, or Get in Touch.


How Much ROI Should Social Media ROI If Social Media Could ROI?

How Much ROI Should Social Media ROI If Social Media Could ROI?

How Much ROI Should Social Media ROI If Social Media Could ROI?

Trying to calculate success on social media* is similar to trying to determine if your joke will be funny amongst the group. To then determine if the time and money you put into the joke was worth the laughs, that is equivalent to calculating the Return on Investment (ROI) of your efforts on social media.

I mean sure, a couple of people chuckled and you got a few thumbs up from your friends, but are you really going to pick up stumps after a lacklustre response and go find a better group to socialise with? One that will laugh really hard at ALL your jokes?

Yes, reviewing the analytics of your social media efforts is a valuable exercise, as it allows you to identify the level of interaction you have with your audience and adjust it accordingly with the aim to hopefully increase your level of interaction (and as all honest social media managers will agree with, we mean hopefully). But to expect a set level of financial return from your social interaction is lunacy. It's basically saying that the only reason you are there is to make money, which, if you said directly to your social media audience, would cause them to instantly unlike and unfollow you, guaranteeing that your social media ROI is now zero.

For a small business, being on social media is like giving good customer service. You don't have to do it, but doing so creates a special connection with some of your customers who then go on to speak good things about you. A positive result that isn't achieving great returns, but it is a better result than the alternative.

Another metaphor I could use is that social media presence is like putting $5 in a savings account every week, or like planting the seed of a fruit tree in the back yard. You aren't going to get any immediate returns, instead, you're looking for future growth. And maybe 5 - 10 years down the track, after giving the tree enough nourishment to grow and the right conditions to grow in, you'll be rewarded for your efforts with plentiful fruit, just ripe for the picking. Or just as likely, you'll find that you should have checked the soil first because apple trees don't grow in clay you num-num.

Our advice has always been to get on social media, in the very least, on the major platforms. Then, just maintain a presence that suits your business, and suits you. Don't feel that you need to compete with the big leagues. You don't need 10+ posts every day, posted at the optimal time to get the most views. I mean, if you compare that to real-world social dynamics, someone who feels the need to say something every few minutes is regarded as an attention seeker, and in most social circles that is a turn-off.

Think about how much you socialise in the real world, and how much your customers socialise in the real world. Are you out every spare moment? Catching up with friends, meeting new people, making new acquaintances? Or do you only socialise now and then?

Co-ordinate your social media presence with your real-world social presence. Post as often as you would go out (I don't mean post at the same time that you go out, just as often).

So throw away the short-term social media ROI targets. Invest as much time as you can or want to into your social media socialising. Make it natural, don't force it. The social media community will treat you the same way you treat them.

And who knows, 5 - 10 years down the track, the compound interest on your regular $5 deposits might hit the roof, and you find a pot of gold waiting for you at the end of the social media rainbow.

*Author's Note: Allow me to clarify further. This article has been written for small business readers in mind, who have social media goals along the lines of establishing and growing an on-line community. Their social media Return on Investment is measured in terms of audience engagement and audience size.

If you are marketing and advertising on a larger scale than your website/store-front window, then yes, you will likely have a need to measure the effectiveness of single campaigns in your social media channels against the campaigns in your other media channels.

You will need to determine how views and likes and favourites and retweets compare to broadcasts and impressions and reach. You will then need to create models that estimate how many likes and retweets converted into direct sales, and compare it against how many television advert views converted into direct sales. All this so you can then decide how much the $$ you put into social media compared to the $$$$$$$$ you put into advertising on traditional media channels.

Or you could just justify it like a company justifies spending $$ on t-shirts, hats, mugs and keyrings to hand out at a conference. You'll create a bit of brand awareness from the few people walking around with your logo on their head or in their hands; and you might get two people actually call you for work. Unless you were the life of the party, in which case you may get 10 people call you and slightly more brand recognition.

If you really must know how valuable your social media efforts are in terms of creating leads or sales, then journey onto our next article: How Much Is That Like There In The Window?

Investing in social media is like investing in a lottery ticket. It may pay off, and it may not. You can buy several tickets in all of the games every week and still have average returns, and every now again you might get a big win. It's true, you've gotta be in it to win it, just don't go blowing your budget expecting to win big.



Further Reading:



What Return on Investment do you set for social media? Are you reaching it? Let's discuss on our iASP Central Facebook Page, or Get in Touch.


Perfect Content Images in 5 Easy Steps

Perfect Content Images in 5 Easy Steps

Perfect Content Images in 5 Easy Steps

From showcasing products, to providing visual support to the text on the page, images can maketh or breaketh a website*. As Andy Warhol famously said - "I never read, I just look at pictures", and we all know "a picture says a thousand words".

When it comes to selling products on-line, there are countless studies proving the benefit of images in relation to conversion rates and as a provider of platforms that have processed millions of on-line transactions dating back to the 1990's, we've learned that quality images are often the difference between making sales and not.

We actively encourage all clients using our iASP™ platform, which provides full control over all content published (text, images, movies, files etc.), to invest in production of quality, original images, which can then be adjusted to suit the layout of the area they are publishing.

Providing your photographer or designer with the final image specifications you require is always the perfect option, but if you have images that still need further manipulation we've put together our simple 5-step process to creating perfect content images.

Before you start you'll need image editing software. You can pay for professional level applications such as Adobe Photoshop (like we do), but there's cheaper and even free options available. Today we're going to use a free image editor that is available on-line called Pixlr Editor. It's similar to Adobe Photoshop, and it is very easy to use.


Step #1: Find the recommended image dimensions.
Your images will need to be made a specific width and height, depending on how/where you want to use them. For example, an image used in the banner of your website will need to be a lot wider than an image that is used on an inner page.

For iASP™ Clients:

  • Navigate to the page you plan to use the image on, and edit the record.
  • The image field should have a recommended width and height either under the image label, or in a tool-tip alongside the image picker tool. If not, please just copy the address of the page you want to add the image into and e-mail it to us asking for optimum image dimensions
  • If you are creating a new image for the banner of your website, then you can find the recommended dimensions in the Banner module of the CMS Control Panel.

Step #2: Open the original image.
Next you want to load the image into your image editing application.

  • Open Pixlr Editor in your web browser (or you can use your usual image editing software).
  • Click File in the menu at the top of the application, and then select Open Image
  • Find the image on your computer and select it, press Open.

Step #3: Crop the Image
Now you want to crop out the part of the image that you want to use:

  • Select the Crop tool
  • In the tool options that appear under the menu, select Aspect Ratio from the Constraint options.
  • Enter the recommended image width from Step 1 in the Width box
  • Enter the recommended image height from Step 1 in the Height box.
  • In the image window, drag the mouse to create a crop box over the image. Then use the mouse to drag the edges of the crop box to cover the part of the image you want to keep.
    • This is usually as large as you can make it, or enough to cover the subject of the image.
  • When you are happy with your crop selection, crop the image by hitting enter, or double clicking inside of the crop box. The parts of the original image that were outside of the crop box should disappear.

Step #4: Resize the Image
If you are starting with a high resolution image, in most cases, your newly cropped image will still be larger than the recommended image size in step 1, so you need to resize the image down to the correct width and height.

  • Select Image from the top menu, and then select Image Size
  • Tick the Constrain Proportions box.
  • Enter the recommended image width from Step 1 in the Width box
  • Enter the recommended image height from Step 1 in the Height box.
  • Press Ok.

Step #5: Save the Image

  • Select File from the top menu, and then select Save
  • Select My Computer from the options in the left column
  • Enter a name for the image file
  • Select the Format
    • For photographs, always select JPEG
    • For images that are graphics, or that require transparent areas, select PNG
  • For JPEG, adjust the quality slider until the size is around 100Kb, increase the quality if the image looks pixelated or boxy.
    • The smaller the file size, the faster the image will load.
  • Select the location on your computer to save the image into and press Save.

And Viola (that's her name, don't wear it out), you now have an image perfect for your website.



Pro Tip: Before saving the image, have a look in the Adjustment menu at the top. Experiment with Colour Vibrance or Curves to change the colour balance of your images. You can also apply some automatic filters like Sepia or Old Photo to create different effects.



Resources:



How do you create your images? Got any little tips or tricks that you'd like to share? Let us know on our iASP Central Facebook Page, or Get in Touch.

*A statement supported by this website: Be Seen In 2015.


10 Ways To Satisfy Your Customer's Privacy Concerns

10 Ways To Satisfy Your Customer's Privacy Concerns

10 Ways To Satisfy Your Customer's Privacy Concerns

In case you missed it, last week was Privacy Awareness Week.

With over 700,000 Australians becoming victim to on-line identity theft in just the past year, protecting customers on-line privacy is one of the most critical issues website publishers must consider.

Under Australian Law, the privacy rights of Australians are protected by the Privacy Act 1988 (Privacy Act), which relates to the protection of personal information about an individual that does or could identify them.

According to the Office of the Australian Information Commissioner, the Privacy Act outlines the "standards, rights and obligations for the handling, holding, accessing and correction of personal information" which privacy law aims to protect.

It may surprise you to know that most Australian small-businesses are not covered by the Privacy Act, meaning they have no responsibility to ensure the privacy of their customer information.

There are however moral and commercial pressures: online privacy is already so important to some customers that it is a determining factor when choosing one eStore over another.

So what can eStores do to allay the fears of increasingly privacy-conscious customers?

We've put together 10 simple but powerful tactics that website owners can use to reduce the fears of customers that are concerned about their on-line privacy:

  1. Ensure that areas of the website that collect personal information (such as the registration form, or the checkout payment page) are secured using HTTPS - Consumers are now learning to "look for the lock" and discriminate if they don't see it. (Pro Tip: Make the whole website HTTPS secure).

  2. Only collect personal details that are absolutely necessary to conduct business - If you don't need it to conduct your business, don't collect it. The more personal information a customer needs to fill into a form, the more wary they become. (Pro Tip: Never collect a customers Date of Birth unless it is a legal requirement for your industry)

  3. Have a clear and easy to understand Privacy Policy, that is easily accessible and visible - Don't just put your Privacy Policy in a small link at the bottom of your website, link to it where ever you are collecting personal information and make it very clear that privacy is important to you.

  4. Clearly state the personal information that you will AND will not collect and what you will do with this information - This allows customers to know exactly what personal information and why they need to provide it. 

  5. Give visitors access to view the information that has been collected about them, and allow them to update it easily. 

  6. Don't use sensitive personal information which could identify a customer in e-Mail or newsletters - e-Mail is an insecure medium. Not only is a bad idea to include sensitive personal information in e-Mail, it also decreases customer confidence when they see their personal details being sent over an insecure medium. (Pro Tip: Never send a clear password in an e-mail: instead send a partially masked password hint or preferably, allow the customer to re-set their password securely)     

  7. Encourage your customers to protect their personal information by using strong passwords, and to change them regularly - Protecting privacy is as much a responsibility of the customer as it is of the business

  8. Where appropriate, allow visitors to interact with your website anonymously - It isn't always necessary to collect personal information to conduct business. This may just be a case of allowing the customer to browse without needing to register first, or allowing them to post comments anonymously.

  9. Opt-In to the Australian Privacy Act, and advertise this fact - Show your commitment to good privacy practice by opting into the Australian Privacy Act. Doing so will have your business name added to the public Opt-In Register, which can increase consumer confidence and trust.

  10. Have a data breach response plan - as some organisations such as eBay have learned, honesty and open communications are the best policies to keep customers informed. A response plan will not only serve to decrease the impact on the affected individuals, having such a plan can also improve customer confidence.


Personal privacy is a very important part of everyday life, and this extends to using the Internet including sending and receiving e-mail, browsing the Web, using social media and especially shopping on-line.

Anything website and eStore operators do to improve customer confidence, including addressing increasingly important privacy concerns, should improve customer experience and satisfaction, and a happy customer is much more likely to be a returning customer.



If you are unsure whether your business needs to comply with the Australian Privacy Act, you can use the OAIC Privacy Checklist for Small Business .



Resources:


The Shocking Truth: Are Tablets a "Mobile Device"?

The Shocking Truth: Are Tablets a "Mobile Device"?

The Shocking Truth: Are Tablets a Mobile Device?

As we addressed in our last blog article, there's confusion over what Google considers to be a "mobile-friendly" format (as we highlighted, it's not just limited to "responsive design", as some so called experts would have you believe). Likewise, we've discovered debate and confusion over what is considered to be a "mobile" device.

There are now so many gadgets that allow us to browse the Internet - not only personal computers, laptops and notebooks; but also tablets, phablets, smart-phones, e-Readers, Personal Digital Assistants (PDA's), gaming consoles, hand-held gaming devices, televisions, even fridges - but which of these devices fall under the category of a mobile device?

Wikipedia defines a mobile device as "a small computing device, typically small enough to be hand-held... having a display screen with touch input and/or miniature keyboard and weighing less than 1kg".

W3Schools, a trusted industry reference, simplifies the definition even further, stating: "A mobile device is a pocket-sized computing device."

Therefore we can agree that to be classified as "mobile" device, the device must be small and light. This clearly rules out personal computers, gaming consoles, televisions and fridges.

And it seems that being "portable" is not the same as being "mobile". Laptop / notebook computers are certainly portable, but not small enough to be pocket-sized, or light enough to fall into the mobile device category.

We can also conclude, that to be a true mobile device, it must be hand-held with a touch-screen (to use fingers or a tool such as a stylus) or mini-keyboard so the device can be used effectively while moving about.

So smart-phones, e-Readers and PDA's can confidently be added to the list of "mobile" devices (and let's be clear that we are only referring to the e-Readers and PDA's that allow you to connect to and browse the World Wide Web.

But what about tablets and phablets?.

On the one hand, tablets/phablets are small and light enough to be hand-held, they have a display screen with touch input, and a miniature keyboard.

On the other hand, they are used very differently to a smart-phone or an e-Reader.

In fact, research shows that the majority of tablet use is at home, workplace or other fixed location, which gives a clear distinction from a smart-phone or PDA, and also a clear distinction between "mobile" and "portable".

A "mobile" device is used while you are mobile, on the go, and needs to be convenient to use while you are moving about.

A tablet isn't convenient to use while on the go (as anyone who has tried would attest). A tablet is just a smaller, compact version of a laptop computer. So from an industry point of view, tablets in fact fall into the desktop category.

Phablets on the other hand - well they're just inconveniently big smart-phones. Too small to be useful as a laptop computer, and some would say too big to be useful as a phone. But, because of the way that they are used - on the go - these technological anomalies fall into the mobile category.

Wow! So the term "mobile" doesn't relate to the device being wireless, or being physically connected to anything, the term "mobile" refers to the mobility of the user when using the device - or to put it another way, the classification depends on user context.

This is an important distinction, because it now changes the way we should think about "mobile" device, and also the way we think about the term "mobile-friendly".

"Mobile-friendly" isn't just making a website display well on a mobile-device, it's about making the end-goal of the mobile user far simpler on a mobile device, taking into account the facts that mobile users are mobile - moving about, time-poor, often with distractions about and lacking the same tools that desktop devices available to use.

The iASP™ platform has been publishing simultaneously desktop "mobile" device friendly websites since 2006 and the majority of our clients will benefit from Google's changes as their non-mobile-friendly competition pay the price for their lack of foresight.

The good news is it's not too late to invest in a mobile friendly website so if you would like to know more please contact us for a confidential discussion.

Resources:



Thinking of making your website more mobile-friendly? What do you think it involves? Let us know on the iASP Central Facebook Page, or Get in Touch.