Efficient Frontier and Context Optional launch program to assess ROI from social media campaigns

By: Christine Beury, Sr. Marketing Director

Efficient Frontier, a leader in digital marketing, and Context Optional, an Efficient Frontier company, have created the first fully comprehensive social media ROI program to assess the impact that branded social media campaigns have on revenue. The program seeks to ascertain where the real value lies in social media, focusing initially on Facebook and Twitter.

Efficient Frontier is recruiting brands to take part in the research program, to answer the following questions:

• How much revenue comes from Facebook fans or Twitter followers compared to non-fans?
• What fraction of revenue comes from click-out links on brand posts?
• The types of engagement that translate particularly well into revenue (for example, sweepstakes, polls, coupons)?
• Are Facebook fans and Twitter followers more likely to convert to sale than a non-fan?
• Does a FB fan buy with a higher order value?
• Does a FB fan have a higher purchase frequency?
• What is the value of FB fan engagement?
• Can Likes drive website traffic?
• Which are the sectors that do really well on Facebook?

Heading up the program is Efficient Frontier’s senior director of business analytics, Dr. Siddharth Shah. 

According to Dr. Shah, “Anecdotal and preliminary evidence shows that engagement levels between a brand and a Fan directly translates to revenue. But we want to work with large brands with a wide range of hard marketing data to prove whether this is the case or not, rather than relying on anecdotes or small samples. The EF platform with data integration to Context Optional’s Social Marketing Suite affords us the unique ability to capture and analyze end-to end marketing campaigns from all types of digital advertising through to social engagement and action. We are already working with brands today to show the value of social in their marketing campaigns, but we want to expand the reach of this program and its findings.”

To be a part of this Social ROI program, please contact Efficient Frontier at: http://news.efrontier.com/contactme.html