marketing panel discussion: measuring the impact of social media
DESCRIPTION
There are about eleventy jabillion conversations taking place via social media at all times. You may already have a social media strategy, but do you have a way to measure the impact of your efforts? Join us to hear from several companies about the actual returns they're seeing from their programs. We'll also have vendors on hand who can demonstrate new tools to help you measure and evaluate the success of your efforts. The social media marketing landscape is evolving daily. Find out how you can stay ahead!TRANSCRIPT
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Marketing Panel Discussion: Measuring the Impact of Social Media
Marketing Professionals Track
Brian Halligan, HubSpotMelissa Lacitignola, ZapposFrank Eliason, Citi
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Safe HarborSafe harbor statement under the Private Securities Litigation Reform Act of 1995: This presentation may contain forward-looking statements that involve risks, uncertainties, and assumptions. If any such uncertainties materialize or if any of the assumptions proves incorrect, the results of salesforce.com, inc. could differ materially from the results expressed or implied by the forward-looking statements we make. All statements other than statements of historical fact could be deemed forward-looking, including any projections of subscriber growth, earnings, revenues, or other financial items and any statements regarding strategies or plans of management for future operations, statements of belief, any statements concerning new, planned, or upgraded services or technology developments and customer contracts or use of our services.
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Agenda Slide
Introductions
Brian Halligan, HubSpot
Melissa Lacitignola, Zappos
Frank Eliason, Citi
Q & A
@marcusnelson #df10
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AUDIENCE POLL
@marcusnelson #df10
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Social Media’s Place Within the Organization
@marcusnelson #df10
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Proving ROI is a Challenge
@marcusnelson #df10
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Brian Halligan
HubSpot
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HubSpot 3600 Customers 200 Employees
@bhalligan #df10
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“Database” Measurement Has Evolved
@bhalligan #df10
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Measure “Reach” Not Email List Size
0
100,000
200,000
300,000
400,000
500,000
600,000
700,000
800,000
Oct-09 Dec-09 Feb-10 Apr-10 Jun-10 Aug-10 Oct-10
HubSpot Reach
SlidesShare Followers
YouTube Subscribers
Company Blog Subscribers
iTunes Subscribers
FaceBook Fans
Facebook Inbound Marketers
HubSpot Blog Subscribers
LinkedIn HubSpot Followers
LinkedIn Inbound Marketers
Twitter Followers (@grader + @hubspot)
Email DB
@bhalligan #df10
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Measure Reach vs The Joneses
@bhalligan #df10
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“Funnel” Measurement Has Evolved
@bhalligan #df10
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Closed Loop Funnel Measurement
@bhalligan #df10
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Closed Loop Social Media Measurement
@bhalligan #df10
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Social Media is not magic.
Joining Facebook (or Twitter, or LinkedIn) will not revolutionize your company or your marketing.
@bhalligan #df10
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Don’t dip yourtoe in the water.
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Jump in ALL THE WAY.
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Success = Content + Social Media
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Success = R0 + Reach
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R0 = Reproduction Rate (The average number of new infections a single infection case will cause)
Success = R0 + Reach
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Let R0 = .05
@bhalligan #df10
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Let R0 = .1
@bhalligan #df10
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Let R0 = .2
@bhalligan #df10
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Melissa Lacitignola
Zappos
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All About Zappos.com
• Founded in 1999 in San Francisco• Open 24/7 – 365 days a year• We have two locations – Las Vegas, NV &
Shepherdsville, KY • Grew sales from almost nothing in 1999 to over $1
billion in gross merchandise sales in 2008• Acquired by Amazon in 2009• #1 driver of growth is through repeat customers
and word of mouth· • We’re a service company who happens to shoes,
apparel, handbags, etc…· • Customer service is not a department, it’s the
entire company.
@moelissa #df10
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@moelissa #df10
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“People may not remember exactly what
you did or what you said, but they will always remember how you
made them feel.”
@moelissa #df10
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@moelissa #df10
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@moelissa #df10
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Yeah…We’re Different
@moelissa #df10
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Opposite mindset of standard
efficiency metrics
@moelissa #df10
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Social is an opportunity to make a personal connection.
@moelissa #df10
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Not measuring what we get,
but what we give.
@moelissa #df10
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We want to drive up engagement
@moelissa #df10
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In the end, social is an input to the result of an NPS score.
@moelissa #df10
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Social is an investment. We don’t need to come up positive in
social investment.
@moelissa #df10
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“We’re in the stories and memories business.”
– Tony Hsieh, CEO
@moelissa #df10
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Social Helps Us Build Relationships With Returning Customers.
@moelissa #df10
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On any given day, about 75% of purchases come from returning customers.
@moelissa #df10
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Repeat customers order more than
2.5x in 12 months.
@moelissa #df10
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Customers come back, order more and order more often…
Fact: Repeat customers have higher average order size
@moelissa #df10
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Social Metrics are simply measuring outward expressions of internal emotions.
Optimize towards increasing those emotions.
@moelissa #df10
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Yes, we DO get numbers.
Referrals for Social Sites to Zappos.com Traffic and revenue from Facebook Daily Product likes, shares and reshares Traffic and revenue from Facebook ads General traffic and revenue among visits via Twitter “Likers” hidden from news feed
@moelissa #df10
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Our Toolbox
SAS
Radian 6
Buddy Media
Facebook Analytics
Google Analytics
In-house Analytics Tool
@moelissa #df10
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@moelissa #df10
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Frank Eliason
Citi
@frankeliason #df10
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Brian Halligan
CEO
Melissa Lacitignola
Video/Blog Supervisor
Question & Answer
Frank Eliason
SVP, Social Media
#df10
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Jump in all the way!
Content, content, content
Social Media is an investment for your brand.
Measure what you feel is important, but know that THE most important thing is your customer’s satisfaction.
It’s called social – so BE SOCIAL
As long as you’re providing the best customer service in that space, then you're measuring positive.
Key Take Aways
#df10
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Measuring the Impact of Social Media
Thank you for joining us!
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