Yes, Social Media Can Be Measured!
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How to Tell If Your Social Marketing Efforts Are Delivering Results ...

How to Tell If Your Social Marketing Efforts Are Delivering Results

Created exclusively for
The “A-Ha!” NH Social Media Business Summit, June 15th, 2009

Presented by Lani & Allen Voivod
Co-owners and Content Lovers
of Epiphanies, Inc.

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Yes, Social Media Can Be Measured! Presentation Transcript

  • 1. Yes, It Can Be Measured! How to Tell If Your Social Marketing Efforts Are Delivering Results Created for the “A-Ha!” NH Social Media Business Summit Presented by Allen Voivod Co-owner and Content Lover of Epiphanies, Inc. Epiphanies, Inc. | Social Marketing and Success Strategies | www.AhaYourself.com
  • 2. First, a note to YOU, our friend checking out this presentation on SlideShare.net Epiphanies, Inc. | Social Marketing & Success Strategies | www.AhaYourself.com Hey, thanks for popping in. You’re about to cruise one of three presentations created for the 2009 “A-Ha!” NH Social Media Business Summit . Sponsored by Public Service of New Hampshire and in partnership with the NH Division of Economic Development and the state’s “Stay, Work, and Play” initiative, the June 15 th event drew a sold-out crowd of 100 passionate professionals, business leaders, and key team members of mission-driven organizations. Our focus was on how social media tools and strategies can best boost visibility, community, reach, competitive edge, and PROFITS in this, how shall we say…UNIQUE economic environment. With more than a decade in brand building, niche content development, and bleeding-edge online business tactics under our belts, we share powerful social marketing and success strategies with “imperfect-preneurs” (like us), global brands (like Barbie), and mission-driven organizations (like the NH Division of Economic Development) through speaking, workshops, customized training programs, and consulting. To find out more about how Epiphanies, Inc. can help you and your business or organization, check out www.EpiphaniesInc.com/SocialSuccess . Thanks again! @LaniVoivod & @AllenVoivod
  • 3. This Is Frank… Frank Mulcahy is the New England Regional Sales Manager for Microsoft Advertising… … Frank was scheduled to deliver this presentation for you… … Frank has three kids, one of which is a new baby… … and Frank was diagnosed with influenza on Thursday. So, about this session… Epiphanies, Inc. | Social Marketing and Success Strategies | www.AhaYourself.com
  • 4. Is $24M a return on your social marketing?
  • 5. Does communicating with your powerless customers create a return on your social marketing?
  • 6. Is breaking even over a snowstorm weekend worth investing in social marketing?
  • 7. Is staying out of an foreign prison worth a social media presence?
  • 8. Is turning around your customer support reputation worth your social marketing?
  • 9. Are 12,000 hyper-targeted voter leads worth the investment?
  • 10. Does a hard 28% ROI make a social marketing campagin worthwhile?
    • MySpace/Comscore/Dunnhumby Study
      • $1M ad buy
      • 77M UU
      • 1.1B impressions
      • 40% reach
        • Fewer than 1% visited the fan page
      • Offline Sales of $1.28M
        • Comparing exposed users vs not exposed
      • Advertising Age April 13
        • http ://adage.com/digital/article?article_id=135940
  • 11. What’s the point? Epiphanies, Inc. | Social Marketing & Success Strategies | www.AhaYourself.com Social media measurement is really, truly possible… and covers a lot more ground than you might expect.
  • 12. What to measure? #1: Traffic Specifically, where is your traffic coming from? Referral logs Your stats package Advanced: Lead generation $$$ Epiphanies, Inc. | Social Marketing and Success Strategies | www.AhaYourself.com
  • 13. What to measure? #2: Outright Money Dell: $1 million in 2009 to date Winging: 2,000 cats saved Fela! Musical: 877% Ad ROI Advanced: Coupon Redemption Epiphanies, Inc. | Social Marketing and Success Strategies | www.AhaYourself.com
  • 14. What to measure?
    • #3: Earned Media
    • Dollar value per pair of eyeballs, calculated per column inch, etc.
    • Other benefits:
    • Harder to place
    • Higher credibility
    Epiphanies, Inc. | Social Marketing and Success Strategies | www.AhaYourself.com
  • 15. What to measure? #4: Friends, Followers, and Fans MAYBE NOT!! Quantity versus quality Go back to measuring leads, traffic, and sales Epiphanies, Inc. | Social Marketing and Success Strategies | www.AhaYourself.com
  • 16. What to measure? #5: Customer Service Costs Intuit: Customer forums reduce their customer service costs Mashable: “Cost reduction: Customer service via Twitter often takes less time and a lot less money than a dedicated call center.” Epiphanies, Inc. | Social Marketing and Success Strategies | www.AhaYourself.com
  • 17. Sorry We Missed You, Frank! The bottom line: 1. Social Media CAN Be Measured 2. Choose Your Metrics Based on Your Goals and Objectives 3. Expand Your Thinking About What Can and Should Be Measured 4. There’s Comfort in Numbers! Epiphanies, Inc. | Social Marketing and Success Strategies | www.AhaYourself.com
  • 18. Our gifts to you… (Psst - don’t forget to check out EpiphaniesInc.com/SocialSuccess to discover how we can help you and your ventures !) Have lots of ideas, but don’t know which ones to put into action? Want to profit from your best “Aha” Moments? Get your FREE “A-Ha!” Success Kit today at AhaSuccessKit.com , and transform your boldest insights into revenue-generating, joy-filled results! This Twitter Special Report reveals 37 easy ways to tap into the power of social marketing using the world’s fastest-growing social network. Download your free copy at EpiphaniesInc.com/Twitter ! For free articles, resources, information, and insights on how to drive revenue and results in the online realm, get your free subscription to the Inciter ezine at InciteMe.com ! Epiphanies, Inc. | Social Marketing & Success Strategies | www.AhaYourself.com