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You’ve Created a Social Media Campaign — Now What?
Measuring the success of social media
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Who is Really Using Social Media?
• 75% of college students• 60% of the wealthy• Facebook’s fastest growing demographic is 50+, followed by
41-45 year olds• The average Twitter user is 31• YouTube’s audience is a perfect representation of the Internet
population
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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
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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.”
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The Preacher vs. The Cab Driver
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Assumption #1: Yes, This Matters in B2B
Source: Forrester Research
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Assumption #2: Yes, This Matters in the Consumer Space
Source: BrandWeek
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Using Social Media to ResearchTwitter – Over 100MM people using Twitter
• Tweetbeep.com – Twitter keyword alerts• www.search.twitter.com – Search on keywords & advanced
search (location, keywords, demographics)• Use Twellow.com Twitter Directory
Google Search – site:facebook.com “webbed marketing”• Shows numbers of people with that keyword in their profile• Do it for any site. Site:linkedin.com “SEO” +”Columbus”
Social Media Aggregator• www.whostalkin.com (no “g”)
Google AlertsGoogle Blog SearchGoogle Analytics
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Agenda
• Implementing Social Media Campaigns
• Approaches to Measuring ROI
• Social Media Case Studies
• Summary
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Implementing Social Media Campaigns Successfully
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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
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Determine the Hook
• Set goals before determining the “hook”• Questionnaire to determine need – What gets the participants
excited• Examples: Free sample, white paper, video, online
calculator/application, stunt
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Determine Distribution Plan
• Earn your way into distribution• Avoid word “Free”• Look for specialized networks or “celebrity” bloggers that don’t
often get pitched• Rate the value of each participant and determine the pitch
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Approaches to Measuring ROI for Social Media Campaigns
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The David Meerman Scott Approach
• What is the ROI of putting your pants on?
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The Analytical Approach
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The “We Know It Works”
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The Webbed Marketing Scorecard
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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
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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!
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Consumer Generated Media Analysis
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Consumer Generated Media Analysis
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Consumer Generated Media Analysis
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Consumer Generated Media Analysis
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Consumer Generated Media Analysis
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Consumer Generated Media Analysis
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Consumer Generated Media Analysis
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Diagnostics
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Diagnostics
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Diagnostics
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Real-Time Blog Buzz With Benchmarks
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Just Give Me A Number
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Just Give Me A Number (OK, now I need more details)
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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%
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Case Studies Measuring ROI
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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
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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
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Case Study #1 - Moochie & Co.
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Case Study #1 - Moochie & Co.
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Case Study #2 - 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
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Case Study #2 - 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
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Case Study #2 - With a Compelling Hook
• Highlighting “Bird Poop Facials”
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Case Study #2 - Setting Goals
• Branding and awareness
• Increased site traffic
• New clients
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Case Study #2 - SEO Press Release
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Case Study #2 - Blogger Outreach
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Case Study #2 - Video
The YouTube Geisha Facial video – 20,000+ views
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Case Study #3 – Romantic Makeover
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Case Study #3 – Romantic Makeover
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Case Study #3 – 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”
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Case Study #3 – Online Promotion• Contest on 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
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Case Study #4– National Council (non-profit)
• A national organization representing mental and behavioral health
• Goals around media coverage, awareness and membership recruitment and retention
• Partnering with internal team and other partners
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Case Study #4 – Media Relations/Awareness
• Let traditional media drive online efforts
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Case Study #4 – Media Relations/Awareness
• The campaign generated a large volume of traffic looking for sources
• A media alert was drafted and posted on The National Council Web site, and sent to traditional media
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Case Study #4 –Traffic from Traditional Media Relations, Social Media & Search
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Case Study #4 – Online Programs Drive Traditional Media Coverage• When The National Council built a presence on SecondLife, we
pitched it to bloggers• Posted to online newswires• Communicated via social networks• All while the public relations group pitched to traditional media
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Case Study #4 – Widespread Media Coverage
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Summary
• Focus on the goal first• Define the end consumer, think beyond the buyer• Determine a compelling message• Don’t pre-determine channel and creative• Measure, measure, measure
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Be The Cab Driver!
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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; remember it’s a dialogue, not a monologue!
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Bill BalderazWebbed Marketingwww.webbedmarketing.com@bbalderaz