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The Akron chapter of the American Advertising Federation and Canton Advertising Federation jointly present a professional development seminar on measuring social media success. Featured speaker Bill Balderaz, founder of Columbus-based Webbed Marketing, will discuss how businesses and marketing, advertising and PR professionals can associate hard results with social media campaigns. His topics will include: Determining the value of social media and understanding its metrics, Integrating social media campaigns and business goals and Determining social media ROI and helping clients select the right tools to measure it.
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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
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