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Measuring the impact of social media brand aid

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  • 1. MEASURING THE IMPACT OF SOCIAL1 @JustinRamers, Director of Digital and Social Media Social Media
  • 2. Justin RamersDirector of Digital and Social MediaACTIVE NetworkTwitter: @JustinRamersLinkedIn:http://www.linkedin.com/in/ramers Hashtag:Email: justin.ramers@activenetwork.com #BrandAidTX2 Social Media
  • 3. We are the technology that powers events. Deep expertise in event and participant management.3 Social Media
  • 4. Right here… …right now.4 Social Media
  • 5. STRATEGY BEFORE TACTICS Business Goals Marketing Strategy Social Media Strategy Social Media Tactics Tools & Metrics5 Social Media
  • 6. Social media is more than just marketing… Community Event Building Marketing Customer Social Brand Service Awareness Media Social Participant Intelligence Experience …and data is critical to every piece.6 Social Media
  • 7. SOCIAL OPPORTUNITIES (PHASE) 1 Build Awareness (Discovery) Generating high-quality leads from social media Leverage Word of Mouth (Purchase) Social sharing during and post-registration 27 3 Increase Engagement (Participation) Extending engagement before, during and after event Social Media
  • 8. 1. Build Awareness8 Social Media
  • 9. 9 Social Media
  • 10. Opportunity to Connect10 Social Media
  • 11. Authenticity11 Social Media
  • 12. 12 Social Media
  • 13. Relevance13 Social Media
  • 14. CREATING ENGAGEMENT14 Social Media
  • 15. DAILY OPERATIONS ― Identify internal delegates ― Create a crisis communication plan ― Create a content calendar ― Require the use of scheduling tools ― Shorten & track all links ― Collect & report on key data points monthly15 Social Media
  • 16. Inbound marketing costs 61% less per lead16 Social Media
  • 17. A “Fan” alone is not a metric… Value/Fan justifies acquisition efforts.17 Social Media
  • 18. VALUE PER FAN/FOLLOWER $0.160 $0.140 $0.120 $0.100 $0.080 Facebook Twitter $0.060 $0.040 $0.020 $0.000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul18 Social Media
  • 19. 2. Leverage Word of Mouth19 Social Media
  • 20. CREATING A VIRAL LOOP Traditional Funnel Share Viral Loop Credit: Adobe20 Social Media
  • 21. 12.4% Register21 Social Media
  • 22. 11.1% conversion rate Your customers have joined your communications team22 Social Media
  • 23. A 1% increase in share rate = 18,540 additional sharing actions A B23 Social Media
  • 24. 3. Increase Engagement24 Social Media
  • 25. Unless you’re getting married, “engage ment” is not a metric.25 Social Media
  • 26. 26 Social Media
  • 27. 27 Social Media
  • 28. EXTENDING ENGAGEMENT Extend the event lifecycle by creating engagement before, during and after an event. Social metrics: • Registrations • Visits • Content downloads • Posts • Shares • Video views • Time on site28 Social Media
  • 29. HASHTAGS Bridge the gap between offline and online by using hashtags to capture engagement Hashtags should be: • Short • Memorable • Reiterated frequently29 Social Media
  • 30. Measuring and Reporting30 Social Media
  • 31. Real data driving real business decisions. $0.72 Value per Fan $0.45 Value per share $0.61 Cost per acquisition 17.3% Facebook share rate Visits from social: 910,000+/month Incremental registrations from social: 17K+/month31 Social Media
  • 32. GOALS AND METRICS Goal Metrics Drive participation Leads, registrations, shares Provide more value for sponsors Social impressions, social mentions, booth check-ins Provide excellent customer support Support tickets resolved, mentions responded to Enhance the participant experience Feedback items, % return attendees Build community Account setups, visits, number of posts Build/strengthen brand Mentions, influencers identified, hashtag uses Understand demand in new and existing markets Repeat registrants, time to sellout32 Social Media
  • 33. Jan Feb Mar Apr Total Fans 367,378 398,092 429,201 463,379 Fans Added 39,865 34,618 34,248 37,571 Paid 28,296 25,835 24,825 23,629 Fan Acquisition Organic 11,569 8,783 9,423 13,942 Paid % 71.0% 74.6% 72.5% 62.9% Audience Unsubscribes 3,022 2,732 3,139 3,393 UnSub-% Net New Fans 0.82% 36,843 0.69% 31,886 0.73% 31,109 0.73% 34,178 Acquisition Goal 29,910 40,636 26,937 21,043 Index 1.23 0.78 1.15 1.62 # of Posts 707 707 707 707 Impressions 46,248,837 31,622,999 38,434,410 39,120,789 Impressions/Post 65,416 44,728 54,363 55,334 Results Performance Visits 187,048 149,203 274,249 276,017 CTR 0.40% 0.47% 0.71% 0.71% Page Views 414,743 417,478 671,412 610,923 & Value Transactions 690 373 687 3,128 On-site Value $13,921.33 $12,164.22 $20,064.14 $32,648.15 Value/Fan $0.04 $0.03 $0.05 $0.07 Paid Fans 28,296 25,835 24,825 23,629 Ads ROI Acq Cost CPA $13,949.95 $12,600.00 $13,876.54 $13,499.89 $0.49 $0.49 $0.56 $0.57 Cost Annualized ROI -$1,083.05 -$3,126.93 $49.58 $6,477.9633 Social Media
  • 34. THE 3 ESSENTIAL DATA POINTS 1. Impressions How many people are seeing the posts I’m making 2. Clicks How many visits I’m getting from each of my posts 3. Conversions How many people are ordering or signing up for stuff (Impressions) x CTR = (Clicks) x Conv-% = (Conversions)34 Social Media
  • 35. Social media is more than just marketing… • Members • Leads • Visits Community Building Event Marketing • Registrations • Posts • Shares • Tickets resolved Customer Social Brand • Mentions Service Awareness • NPS Media • Influencers • Roadmap items Social Participant Experience • Feedback items Intelligence • Data points • Return customers …and there are metrics for every piece.35 Social Media
  • 36. Credit: AMC “(Tomorrow’s marketers) will need to predict the future by leveraging insights, interpreting trends and mining data to consistently develop products and services consumers never really knew they needed or wanted.” - Andrew Hayes, CEO/CMO Recruiter36 Social Media
  • 37. EXERCISE #1 1,217 clicks / 50,047 people saw this --------------------------------- 0.0243 = 2.43% CTR 177 registrations / 1,217 clicks ----------------- ---------------- - 1,217 clicks 0.1454 = 14.54% Conv-% - 177 registrations37 Social Media
  • 38. EXERCISE #2 496 clicks / 5,879 people saw this --------------------------------- 0.0844 = 8.44% CTR 76 registrations / 496 clicks ------------------- -------------- 0.1532 = 15.32% Conv-% - 496 clicks - 29 registrations38 Social Media
  • 39. Thank you! @JustinRamers39 Social Media