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“Using Social Media As ‘The’ Event Measurement Toolkit” presented at EventTech 2014 in Las Vegas by Melonie Gallegos, Chief Social Strategist, of Fandom Marketing. Social media is measurable as any other marketing tactic. Learn the top social media metrics every event marketer should be tracking and how to define key performance indicators to measure the success of your events. Find out which metrics are best used for event marketing and how to create a measurement plan that fully leverages the reach and power of social to map back to the live event. Without freaking out your executives!
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USING SOCIAL MEDIA AS ‘THE’ EVENT
MEASUREMENT TOOLKIT Presented by: Melonie Gallegos
CEO & Chief Social Strategist, Fandom Marketing Tweet me @melonie
@melonie
WHY IS GOAL SETTING SO IMPORTANT? Without it, you are not making social media work for you.
SOCIAL MEDIA DOESN’T WORK.
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COMMON EVENT GOALS PRE-EVENT LIVE EVENT POST EVENT
Registration Event Awareness
Pre-registration
Attendance Activation Engagement Brand Awareness
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TYPICAL SOCIAL MEDIA METRICS
• Followers • Likes • Clicks
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MAPPED SOCIAL MEDIA METRICS
Registration link clicks Influencer WOM Social ad impressions Teaser content engagement
Pre-registration impressions Pre-registration link clicks Facebook event invite RSVP
Event wrap up content (photos, slides) engagement, impressions
Hashtag conversation UGC Social media engagement Brand mentions Brand content impressions
PRE-‐EVENT LIVE EVENT POST EVENT
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PLANNING YOUR METRICS
ü Measurement plan = the roadmap ü Weekly social media report = tactical ü KPI Report = the stuff your executives care about
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CREATING A MEASUREMENT PLAN
Don’t forget to assign non-social media metrics to social media activities, too. (website analytics, onsite digital display, foot traffic, PR, traditional media tie-ins)
Event Goals
Social Media Goals
Social Media Tactics
Social Media Metrics
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CREATING A SOCIAL MEDIA REPORT
Weekly Reports are tactical, useful to those closest to doing the work who can make continuous improvements.
The data shows wide swings within short periods of time.
THIS FREAKS EXECUTIVES OUT!
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EXAMPLE SOCIAL MEDIA WEEKLY REPORT
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CREATING A KPI REPORT
A Key Performance Indicator Report is useful to executives. • Topline metrics in a single view • Ideally 3-5 goals/metrics • Trends (YOY, MOM, DOD) • Progress vs. projections • Integrated • It’s always custom
Sorry, there’s no single magic repor>ng tool.
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SOCIAL MEASUREMENT TOOLKIT TOOL MEASURES METRICS
Twitter, Facebook Link clicks, engagement, impressions, followers, demographics, mentions
Hashtag use Twitter, +Instagram, +Facebook
Hashtag occurrences, users, reach, impressions, influencers, behavior, demographics
Hashtag use Twitter Hashtag occurrences
Hashtag use Twitter Hashtag occurrences, reach, impressions, users
Link clicks everywhere Link clicks from your social media content
Instagram Followers, likes, comments
Twitter organic and paid True reach, audience behavior, advertising
Facebook organic and paid Engagement, audience behavior, advertising
Website analytics Visits from social media, what social media visitors did after clicking, social media events
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EXAMPLE HASHTAG REPORT NOVEMBER 4, 2014
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EXAMPLE HASHTAG REPORT 2 WEEKS PERIOD LEADING INTO AND AFTER THE CONFERENCE
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HASHTAG INSIGHTS
• They’re mobile • Build for iPhone • There are more females than we thought • Sharing as much as contributing RTs vs. Posting • Conversation peaked on day 2 of the event
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EXAMPLE CLICK DATA
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JUDGING SUCCESS
How do you measure up? Comparing to competitors is never apples to apples. Factors: • Industry • Offer • Number of event attendees • Online audience size • Audience demographics • Audience natural social media behavior • Social advertising
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RESOURCES
Download this presentation: slideshare.net/fandommarketing Social media stats & white papers: fandommarketing.com/learning-center
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