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Ho lekanya ROI ea Mecha ea Sechaba: Litlhaloso le Mekhoa

Haeba u ne u mpotsa lilemong tse leshome tse fetileng hore na lik'hamphani li lokela ho tsetela kapa che ho mebaraka ea mecha ea litaba ea sechaba, nka be ke boletse ka ho hlaka e. Ha mecha ea litaba ea sechaba e qala ho tsebahala, ho ne ho se na li-algorithms tse rarahaneng le mananeo a matla a papatso sethaleng. Mecha ea litaba ea sechaba e ne e le tekano lipakeng tsa bahlolisani ba nang le likhakanyo tse kholo tsa lichelete le likhoebo tse nyane tse neng li sebeletsa bareki ba bona hantle.

Mecha ea litaba ea sechaba e ne e le bonolo… fana ka tataiso le boiphihlelo ho balateli ba hau, 'me ba ile ba e arolelana le ho phehella menyetla le lebitso la hau. Balateli ba hau ba matlafalitse thuso ea hau, 'me WOM e tsamaisitse tlhokomeliso e eketsehileng le ho fumana lihlahisoa le litšebeletso tsa hau.

Ka pele ho fihlela kajeno, 'me, ka maikutlo a ka, khampani e' ngoe le e 'ngoe e nkoa e le spammer kapa e mobapatsi ka liforomo tse kholo tsa litaba tsa sechaba. Ho sa tsotelehe boleng ba molaetsa oa hau le boholo ba tse u latelang, liforomo tsa litaba tsa sechaba ha li batle hore k'hamphani ea hau e atlehe ntle le hore ba fumane karolo ea ketso. Ho malimabe, kaha ke nahana hore boholo ba boselamose bo felile. Maqephe a ka a khoebo a batla a sa bonahale ho li-platform tsohle, leha ho na le litaba tse ngata tse latelang le tse tsebahalang haholo. Ha ke na tekanyetso ea ho khothaletsa litaba tsa ka, athe bahlolisani ba bangata ba na le eona.

Ka lebaka leo, ho hlahloba Return on Investment ea mecha ea litaba ea sechaba (Roi) e bohlokoa ebile e phephetsa. Ho utloisisa katleho ea boiteko ba ho bapatsa ka li-platform tse kang Facebook, Instagram, le Twitter ke tšitiso e tloaelehileng, 'me ke karoloana feela ea likhoebo tse khonang ho lekanya phello ea mecha ea litaba ea sechaba ho sephetho sa khoebo ea bona.

Mathata a ho Lekanya Social Media ROI

Le ha mekhoa e mengata ea ho bapatsa, liteishene le maano li fokotsehile molemong oa tlhokomeliso, ho fumana, ho rekisa le ho boloka, mecha ea litaba ea sechaba e fetela ka nqane ho moo. Lihlahisoa li fana ka litšebeletso tsa bareki, tšehetso ea bareki, khoebo ea sechaba, le tse ling tse ngata ka mecha ea sechaba. Ka lebaka leo, ho na le mathata a mangata.

  1. Ho se khone ho hokahanya le Liphetho tsa Khoebo: Bahoebi ba bangata ba sokola ho hokahanya boiteko ba mecha ea litaba ea sechaba le lipakane tsa khoebo tse bonahalang, ho thatafatsa tekanyo ea ROI.
  2. Ho hloka Setsebi sa Litlhahlobo: Tšitiso e kholo ke khaello ea boitseanape ba analytics kapa lisebelisoa tsa ho batlisisa datha, haholo hobane sethala se kang GA4 se ntlafalitse mokhoa oa ho hapa, ho beha, le ho boloka data eo.
  3. Lisebelisoa le Li-platform tsa Tekanyo tse Fosahetseng: Ho haella ha lisebelisoa le li-platform ho ka lebisa ho lateleng ka nepo tšusumetso ea mecha ea litaba ea sechaba. Li-platform tse ngata tsa litaba tsa sechaba li sirelelitsoe ka lintlha tseo li li nkang hobane li sebelisoa ho ntšetsa pele kholo ea li-platform tsa bona tsa papatso.
  4. Mekhoa e sa Tšoanang ea Tlhahlobo: Ho ba sieo ha mekhoa e tloaelehileng ea ho lekanya ho lebisa liphellong tse sa lebelloang le maano. Mohlala o mong ke khaello ea letšolo Li-URL ho hlalosa ka nepo matsapa a manyolo le a lefuoang.
  5. Lintlha tse sa tšepahaleng: Hangata ho etsa liqeto ho sitisoa ke lintlha tse sa fellang kapa tsa boleng bo tlaase.

Ho sa tsotellehe mathata ana, 28% ea mekhatlo ea ho rekisa e tlaleha katleho ea ho lekanya ROI ea sechaba, 'me 55% e re e ka lekanya ROI ea sechaba ka tekanyo e itseng, e bolelang tsoelo-pele tšimong.

Boipolelo

Ke Eng Seo se Lekanyetsoang?

Likhoebo li boloka tlaleho ea mefuta e fapaneng ea metrics, empa ha se kaofela tse hokahaneng ka kotloloho le ROI:

  • 58% ea lifeme e lekanya boitlamo (tse ratoang, maikutlo, likabelo, joalo-joalo).
  • 21% lekanya liphetoho (ho phethela sepheo, ho reka).
  • 16% lekanya ho holisa (liabo, joalo-joalo).
  • 12% lekanya metrics ea litšebeletso tsa bareki.

Bakeng sa masolo a lefuoang sechabeng, metrics e lateloang haholo ke:

  • Ho fihlella le ho hola ha bamameli
  • Penya ho saete/leqephe
  • lebeletsana
  • Sekhahla sa phetoho

Le hoja li-KPI tse ikemetseng tse kang tsena li ka bua ka ho tuma ha boiteko ba hau ba mecha ea litaba ea sechaba, ha ho bolele hore ba eketsa liranta ho ea bohlokoa. Senotlolo sa ho lekanya ROI ea boiteko ba hau ba litaba tsa sechaba ke:

  • Na ho na le kamano e tobileng lipakeng tsa boikitlaetso ba mecha ea litaba ea sechaba le ho aha tlhokomeliso ea lebitso?
  • Na ho na le kamano e tobileng lipakeng tsa lintho tseo u li ratang, maikutlo, le likarohano le boitšoaro ba 'nete ba ho reka? Etsa hore boiteko ba hau ba mecha ea litaba ea sechaba bo eketse boleng ba bophelo ba bareki ba hau (CLV)?
  • Na ho na le kamano e tobileng lipakeng tsa boikitlaetso boo u bo etsang ho sebeletsa sechaba sa heno le ho rekisa le ho boloka bareki ba hau?

Meme e qabolang e arolelanoang mocha oa hau oa litaba tsa sechaba e ka 'na ea e-ba kokoana-hloko' me ea phahamisa lipalo-palo tsa hau tsa boitlamo ... metrics ea lefeela.

Organic Social Media vs. Social Media Advertising

Boiteko mecheng ea litaba tsa sechaba e ka ba ea tlhaho, e lefuoang, kapa e kopane moo ea.

Organic Social Media

Ho aha bamameli ba manyolo le sechaba ke ho holisa likamano tsa nako e telele. Leha leano lena le kanna la se be le ROI ea hanghang, le thusa molemong oa ho kenya chelete ka kotloloho joalo ka botšepehi ba bareki le boleng ba bophelo bohle. Ntho ea bohlokoa mona ke ho lekanya boitlamo le kholo, tse ka lebisang ho eketseha ha thekiso le likamano, joalokaha ho bontšoa ke barekisi ba fetang halofo.

Ka lehlakoreng le leng, matšolo a lefshoang a mecha ea litaba ea sechaba a etselitsoe tšusumetso ea hang-hang 'me a bonolo ho lekanya. Mona ho tsepamisitsoe maikutlo holim'a ho tobetsa setšeng/leqephe, boitlamo, 'me haholo-holo, litefiso tsa phetoho. Papatso ke sebaka seo lik'hamphani li bonang khokahano e tobileng le ROI, kaha matšolo ana a fumaneha habonolo mme a ka ntlafatsoa bakeng sa ts'ebetso e ntle.

Tsetelo ho Khoebo ea Mecha ea Sechaba

Ka karolelano, lik'hamphani li sebelisa 17% ea lichelete tsa bona tsa lichelete tsa ho bapatsa mecheng ea litaba tsa sechaba, 'me ba lebeletse ho sebelisa 26.4% ea lichelete tsa bona ho mecha ea litaba ea sechaba nakong ea lilemo tse hlano. 

CMO Kajeno

Ho sa tsotellehe mathata a ho lekanya, likhoebo li ntse li tsoela pele ho lemoha bohlokoa ba ho bapatsa ka litaba tsa sechaba 'me li ikemiselitse ho tsetela ho tsona.

Mekhoa e Molemo ka ho Fetisisa ea ho eketsa Social Media ROI

ROI ea papatso ea litaba tsa sechaba e na le likarolo tse ngata, e kopanyang maano a manyolo le a lefuoang ho tsamaisa kholo ea khoebo. Mekhoa e meng e metle ke ena:

  1. Lokisa Lipheo tsa Mecha ea Sechaba le Lipheo tsa Khoebo: Lipakane tsa khoebo tse hlalositsoeng ka ho hlaka li thusa ho theha maano a tsepamisitsoeng a litaba tsa sechaba ao ho leng bonolo ho a lekanya.
  2. Tsetela ho Litsebi tsa Litlhahlobo: Ho ba le litsebo tse nepahetseng tsa analytics ka sekepeng kapa ho sebelisana 'moho le mekhatlo ho ka thusa ho utloisisa lintlha le ho fumana lintlha tse ka sebelisoang.
  3. Khetha Lisebelisoa tse Nepahetseng: Tsetela ho lisebelisoa tse tšepahalang tsa tlhahlobo ea litaba tsa sechaba tse ka lekanyang ka nepo li-KPI tsa bohlokoa khoebong ea hau.
  4. Emisa Mekgwa ya Tekanyo: Theha moralo o tsitsitseng oa ho hlahloba ho lekanya ROI ea litaba tsa sechaba ka katleho ho pholletsa le matšolo.
  5. Netefatsa Boleng ba Boitsebiso: Beha pele ho bokella le ho sebelisa lintlha tsa boleng bo holimo ho etsa liqeto tse nang le tsebo.

Leha ho na le liphephetso tsa tekanyo, likhoebo li ntse li tseba ho hokahanya boiteko ba mecha ea litaba ea sechaba le sephetho se bonahalang.

Automation le Artificial Intelligence ho Social Media

Tsoelo-pele litabeng tsa papatso ea litaba tsa sechaba le li-platform tsa papatso, hammoho le ho amoheloa ha Artificial Intelligence (AI), ba fetola tsela eo likhoebo li lekanyang, li iketsetsa, le ho ntlafatsa ROI ea boiteko ba bona ba mecha ea litaba ea sechaba. Mona ke kamoo mahlale ana a etsang tšusumetso e kholo:

Tekanyo e Ntlafetseng le Litlhahlobo

  1. Litlhahlobo tsa Predictive: Li-algorithms tsa AI li ka bolela esale pele ts'ebetso ea nako e tlang ea matšolo a litaba tsa sechaba ka ho sekaseka mekhoa ea boitšoaro ea bareki ba nakong e fetileng. Sena se thusa ho bolela esale pele ROI le ho fana ka likabelo tsa lichelete tse nang le tsebo.
  2. Litlhahlobo tsa Nako ea 'Nete: Li-platform tse tsoetseng pele li fana ka tlhahlobo ea nako ea nnete ea metrics ea boitlamo, e lumellang barekisi ho fetola maano a bona ho ntlafatsa ROI kapele.
  3. Tlhahlobo ea Maikutlo a Bareki: Lisebelisoa tse tsamaisoang ke AI li ka hlalosa maikutlo a ka morao ho litšebelisano tsa sechaba, li fana ka leseli le tebileng mabapi le maikutlo a bareki le bophelo bo botle ba brand.

Automation bakeng sa Katleho le Sekala

  1. Lenaneo la Papatso: AI e nolofalletsa ho reka lipapatso ka mokhoa o hlophisitsoeng, ho lebisa basebelisi ka nepo le ka linako tseo ho ka etsahalang hore ba kopanele, kahoo e ntlafatsa ROI e ka bang teng.
  2. Li-Chatbots le Bathusi ba Virtual: Lisebelisoa tsena tse tsamaisoang ke AI li ka iketsetsa litšebeletso tsa bareki sethaleng sa sechaba, tsa netefatsa likarabo tse potlakileng tsa lipotso le ho ntlafatsa khotsofalo le ho boloka bareki.
  3. Ntlafatso ea Likateng: Lisebelisoa tsa AI li ka fana ka maikutlo a nako e nepahetseng ea ho romella, lifomate le mefuta ea litaba, ho iketsetsa mokhoa oa ho aba litaba ho ntlafatsa boitlamo.

Ntlafatso ea Targeting le Personalization

  1. Karolo e tsoetseng pele: Bamameli ba karolo ea li-algorithms tsa AI ba ipapisitse le lintlha tse ngata, ho kenyelletsa le boits'oaro le palo ea batho, bakeng sa boiteko bo bongata ba ho bapatsa.
  2. Phihlelo e Ikhethileng: AI e ka etsa litaba le likhothaletso tsa motho ka mong, ea eketsa menyetla ea ho sokoloha le ho ntlafatsa ts'ebeliso e ntle ea lipapatso.
  3. Masoalle a Lookalike: Li-platform tsa sechaba li sebelisa AI ho fumana le ho shebisa basebelisi ba bacha ba tšoanang le bareki ba teng ba brand, ho atolosa phihlello ka monyetla o phahameng oa ROI e ntle.

Lisebelisoa tsa ho ntlafatsa ROI

  1. A/B Testing Automation: Sistimi ea AI e ka khona ka bo eona Teko ea A / B likarolo tse fapaneng tsa lipapatso, ho tloha ho litšoantšo ho isa ho likopi, 'me u fumane hore na ke metsoako efe e sebetsang hantle ho khanna ROI.
  2. Kabo ea bajete: Lisebelisoa tse tsamaisoang ke AI li ka fetola tšebeliso ea chelete ea lipapatso ho pholletsa le li-platform tsa media tsa sechaba le matšolo a ho holisa ROI.
  3. Tekanyo ea ntlafatso: Ka ho sekaseka hore na ke litšebelisano life tse ka lebisang phetohong, AI e ka thusa ho ntlafatsa mehala ea ketso le likarolo tse ling tsa litaba.

Mathata le Litlhaloso

  1. Boitsebiso ba Boitsebiso: Ka melao e thata ea lekunutu ea data, barekisi ba tlameha ho leka-lekanya boinotšing le lekunutu la bareki.
  2. AI Transparency: Ho utloisisa hore na AI e etsa liqeto joang ho bohlokoa ho netefatsa hore liketso tse ikemetseng li lumellana le boleng le lipheo tsa brand.
  3. Tlhokomelo ea Batho: Leha AI e khona ho sebetsana le mesebetsi e mengata, bolebeli ba batho bo ntse bo le bohlokoa ho fana ka tataiso ea boqapi le menahano ea boitšoaro.

Ho kopanya AI ho li-platform tsa mecha ea litaba ea sechaba ho thusa ho tsepamisa maikutlo ho nepahetseng, tšebeliso e nepahetseng ea lipapatso, le leseli le sebetsang, tseo kaofela li kenyang letsoho ntlafatsong ea ROI. Leha ho le joalo, thomello e atlehileng e hloka motsoako oa litheknoloji tsena tse tsoetseng pele le ts'ebetso ea maano a batho. Ka ho tsepamisa maikutlo ho metrics e nepahetseng, ho tsetela ho analytics, le ho sebelisa lisebelisoa tse matla, lik'hamphani li ka ntlafatsa ROI ea tsona le ho lokafatsa matsete a tsona a ntseng a hola ho mebaraka ea litaba tsa sechaba.

roi ea litaba tsa sechaba infographic
Source: MDG Tharollo

Douglas Karr

Douglas Karr ke CMO ea Bula LITLHAKISO le mothehi oa Martech Zone. Douglas o thusitse batho ba bangata ba atlehileng ho qala ka MarTech, o thusitse boitelong bo nepahetseng ba chelete e fetang $5 bilione ho reka le matsete a Martech, mme o ntse a tsoela pele ho thusa lik'hamphani ho kenya ts'ebetsong le ho iketsetsa maano a bona a ho rekisa le ho bapatsa. Douglas ke setsebi le sebui sa MarTech se tsebahalang lefatšeng ka bophara. Douglas hape ke sengoli se hatisitsoeng sa tataiso ea Dummie le buka ea boetapele ba khoebo.

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