You've Created a Social Media Campaign - Now What? Measuring the success of social media

You’ve Created a Social Media Campaign — Now What?Measuring the success of social media!

Bill BalderazWebbed Marketingwww.webbedmarketing.com

Brand Focused vs Social Media Focused

Brand Focused VS Social Media Focused

Brands telling their story Joining a conversation

Carefully defined and controlled Consumers defining your brand

Being perfect Being genuine

Brand Focused vs. Social Media Focused

“Yes it generated 2 MM impressions, 400 leads and 50 sales, but it has the wrong color blue in the logo.”

The Preacher vs. The Cab Driver

Agenda

Is Social Media Marketing For You?

Set Clear Goals

Approaches to Tracking Online Marketing

Social Media Case Studies

Summary

Is Social Media Marketing For You?

Is Social Media Marketing for You?

Are you goal-oriented?

Can you fast track legal, marketing and branding concerns?

Is it okay if EVERYONE hears about this program?

Can you stand behind your product and program in the face

of criticism?

Can you be edgy?

Assumption #1: Yes, This Matters in B2B

Source: Forrester Research

Assumption #2: Yes, This Matters in the Consumer Space

Source: BrandWeek

Set Clear Goals

Clear Goals

Can’t measure “more buzz”

Define measurable metrics – 16 media placements, 40 relevant links, increase sales 12%

Take baseline metrics before campaign starts

• SEO metrics, Social Media metrics

Break metrics down into quantifiable goals

• Mentions in blogs, social networks, links to the site…

You can quantify metrics

Approaches to Tracking Social MediaScorecard

The David Meerman Scott Approach

What is the ROI of putting your pants on?

The Analytical Approach

The “We Know It Works”

The Webbed Marketing Scorecard

The Webbed Marketing Scorecard

Tracks “micro goals” that funnel into strategic goals

In bound links, blog mentions, presence on social networks, traffic numbers, web mentions and other measurable metrics funnel into strategic goals

Provide real evidence of measurable improvement

Provide direction on where to focus efforts

Spiderfly

Marketing Communications & Customer Service: How do I identify individual influencers and also aggregate volume, demographics, tonality and velocity of social media?

Internet Marketing Team: How do I diagnose key social media and search metrics for my website and my competitors’ sites?

Public Relations: What is my real time blogger buzz, and how does that benchmark against my historical performance and competitors?

CEO: Just give me one number!

Consumer Generated Media Analysis

Consumer Generated Media Analysis

Consumer Generated Media Analysis

Consumer Generated Media Analysis

Consumer Generated Media Analysis

Consumer Generated Media Analysis

Consumer Generated Media Analysis

Diagnostics

Diagnostics

Diagnostics

Real Time Blog Buzz With Benchmarks

Just Give Me A Number

Just Give Me A Number (Okay now I need more details)

An ROI Calculator

Metric Value Spend Social Media Results Total Value ROI

Impressions (CPM) $12 100000 $ 1,200

Leads $ 400 40 $ 16,000

Sales $3,000 7 $ 21,000

Total $10,000 $ 38,200 282%

Social Media Case StudiesMeasuring ROI

Case Study #1 - Moochie & Co.

A specialty web and mall pet gift and accessories retailer

Highly targeted market, highly competitive industry, limited advertising budget

Consumers and influencers are heavy web users

Case Study #1 - Moochie & Co.

Press releases timed with high search volume, high media attention topics

• “I Love My Mommy” t-shirt near Mother’s Day• “Take Your Dog to Work” campaign• “I Have Two Daddies” campaign• “MySpace for Cats & Dogs”

Highly targeted market, highly competitive industry, limited advertising budget

Case Study #1 - Moochie & Co.

Case Study #1 - Moochie & Co.

Case Study #2 - Hatteras Cash Cow

Case Study #2 - Hatteras Cash Cow

Case Study #3 - Shizuka New York

Located in Midtown Manhattan

Cosmetology & skin care with “Eastern Holistic Knowledge”

Featured in international media including Marie Claire, Shape, Vogue, and Harpers Bazaar

Case Study #3 - Shizuka New York

Following Word of Mouth program:• Mention on Jay Leno• Mention on CNN• Home page of CNN.com• E! “The Soup”• The Hollywood Reporter

Case Study #3 - With a Compelling Hook

Highlighting “Bird Poop Facials”

Case Study #3 - Setting Goals

Branding and awareness

Increased site traffic

New clients

Case Study #3 - SEO Press Release

Case Study #3 - Blogger Outreach

Case Study #3 - Video

The YouTube Geisha Facial video – 20,000+ views

Case Study #4 – Romantic Makeover

Case Study #4 – Romantic Makeover

Case Study #4 – Press Release

• #1 on Google News for “Hocking Hills”• #1 on Google News for “outdoors getaway”• #1 on Google News for “vacation contest”• #1 on Google News for “worst gift ever”• #2 on Google News for “makeover”• #5 on Google News for “outdoor vacation”

Case Study #4 – Online Promotion

• Contest Facebook page to promote contest and host entries and votes

• 887 fans• 151 Total wall posts• 139 Contest submissions• 559 Total likes/votes• 4,242 Total pageviews

Summary

Start with a strategic goal

• more sales, leads, or media awareness

Break those into measurable “micro-goals”

• inbound links, website traffic, blogger mentions

Create a baseline scorecard

Correlate progress against the strategic against progress on “micro-goals”

Take Aways

Listening is more important than talking

Don’t think about numbers for the sake of numbers, correlate numbers to business objectives

Influence the influencers

Join the conversation, just remember it’s a dialogue, not a monologue!

Be The Cab Driver!

www.webbedmarketing.com

@bbalderaz

bbalderaz@webbedmarketing.com

For More Information