SMEF
Miroslav Varga
Miroslav Varga, 16/07/2012, 3.4 minuta, 63 pregleda

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

Da li vam je ovaj članak bio koristan?

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