Measuring the Impact of Social Engagement- Social Prep School Series

Measuring Social EngagementImpactSocial Prep School Series#SocialPrep

Today’s PresentersJennifer McNabb Colin BurnsSocial Marketing Senior Manager, DigitalManager and Social MediaSpredfast AT&T@Jmc409 @TheCBurns@Spredfast @ATT

Social ROI: Is it The Holy Grail? 75% of companies still lack a holistic measurement strategy - Social Media ROI Cookbook, Altimeter#SocialPrep

Evolution of Social Measurement Social Social ROI Audience  Brand Awareness  Community No Social  Lead Generation  Setup Social  Customer Care Accounts  Track Followers  Website  Organic Growth  SEO & SEM  No Social Presence#SocialPrep

Connecting Social to Business Outcomes Start with Business Goals Brand Communit Awarenes y s Lead Customer Generatio Care n #SocialPrep

Social Marketing Funnel#SocialPrep

Ways to Measure Success Engagement • Social Followers • Capture lead info • Total Reach • Closed opportunity • Comments • Website • B2C sale • Likes • Share of voice • Shares, RT • Mentions Impressions Conversions#SocialPrep

Example: Social Lead Generation Network growth Brand • 169% growth on Twitter Community Awareness • 265% growth on Facebook • Paid & Organic Lead Customer Generation Care 3% of our total leads in the last 8 months were from social were from LinkedIn • 70%#SocialPrep

Social Lead Generation: How It Works Update - Post Landing Page Sales Opportuntity Marketing Lead#SocialPrep

Journey of a Single Social LeadSpredfast GooglePublishing Analytics Marketo SFD C #SocialPrep

Three Types of Media Drive ROI#SocialPrep Source: “The Converged Media Imperative: How Brands Must Combine Paid, Owned, and Earned Media” Altimeter

The goal is simply to find the “right” media, be it paid, owned or earned, along this highly dynamic customer journey. Brands are challenged to intercept this elusive customer and cut through the media clutter. - The Converged Media Imperative, Altimeter Group#SocialPrep

7 Social Promotion Rules to Live By Define a strategy Include a call to action Use power words to keep it interesting Keep it retweetable Tag early, tag often (people, companies, events) Always include a link or multimedia Embrace the channel#SocialPrep

Using Data to Drive Strategy Colin Burns, Sr. Manager of Digital & Social Media AT&T#SocialPrep

The AT&T Social Universe AT&T Social Media Channels LinkedIn Facebook Twitter Pinterest Google + YouTube Newsroom Advocates causes.com Instagram foursquare Organizing and sharing Share just the Advocacy, Gamification, Connect people, interests right things with Video content Ambassadorshi Social Short, real time Your life in reward seekers, Their places and visually. just the right search engine p, Gamification of networking for news streaming n/a photos, better, real world, Purpose things thru Curated, theme- audience. with high share Reinforcement social good. professionals feed. faster. pierce thru storytelling. based Googles social thru. of Belief, social veil aspirations. Life layer. Reward cycle driven. Create and Disperse maintain a information conversational Inspire IWYD in Lead the about AT&T Social Aquiring talent, relationship a highly visual innovation Owned branded Creative Our Purpose products, syndication and Awarness for Incentivize thought with our way through conversation content Disseminator of content outlet. on Their services, news positive key AT&T CSR repeat visits, leadership, lead customers.Tell aspirational around our distribution, AT&T news. Later: Inspire Channel and amplification of initiatives. drive traffic. generation. the AT&T brand lifecycle driven products and video hoster. IWYD via UGC relationships in brand. story in an content. services. a timely inherently fashion. shareable way. Ultimate Earned Check-In, Deal Apply Share RT/Favorite Repin Click Thru Embed Story Creation Donation Like/Comment Metric Impressions Redemption 18-34 M/F, Their Working 54% Females Females Media educated, n/a Everyone n/a tbd tbd Audience Professionals 46% Males Average Age 29 Personnel affluent Voice Be Human. Be Inspiring. Be Helpful. Be Timely. Encourage Participation. Celebrate Rethink Possible. Tone "Its What You Do With What We Do." All content must be inherently shareable 3rd party 3rd party content, our Products, content, our 3rd party Marketing products/servic Marketing services, CSR, products/servic Devices, content, our partner content, Products, es, CSR, news, partner content, news, es, CSR, news, Support, products/servic lifestyle device Services, community, lifestyle device Employee marketing community, Community, Sponsorships, Appropriate es, CSR, news, images, Governance, topical, value images, communication partner content, topical, value Network, store news,AT&T Content community, inspirational CSR, Investor proposition, CSR inspirational s, B2B, community, proposition, Commercials, local events, Types topical, value content that Relations, promotion, content that recruiting topical, value promotion, Contests, U- wifi mapping. proposition, leads back to Shareholders, local. Needs to leads back to proposition, local. Needs verse, Special promotion, products and Industry News. be framed products and promotion, stronger Campaigns. local. services. within the services. local. tech/innovation users likes and angle. interests.#SocialPrep

Defined “Ultimate Metric” Facebook: Share Twitter: ReTweet Google+: +1 Pinterest: Repin Instagram: Heart#SocialPrep

Using Spredfast Data Problem: We’re a PR organization and we like to write a lot. Test: An increase in Facebook copy decreases engagement (and ultimately Reach) • Analyzed 45 “Coupon and Offer” posts • Status lengths ranged from 417 characters to 82.#SocialPrep

Comments per Character 1.80 168 characters 1.60 1.40 % of 420 characters used 1.20 231 characters 1.00 Char Usage of 420 0.80 Comments Per Character 0.60 0.40 0.20 0.00 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 Individual Post#SocialPrep

Likes per Character 6.00 5.00 % of 420 characters used 4.00 152 characters 3.00 263 characters Char Usage of 420 Likes Per Character 2.00 1.00 0.00 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 Individual Post#SocialPrep

Clicks per Character 1.20 1.00 % Character Use of 420 0.80 0.60 175 characters Char Usage of 420 CPC 0-28 0.40 129 characters 0.20 0.00 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 Individual Post#SocialPrep

Reach per Character 3000 2500 2000 Reach 1500 Status Length Impressions Per Character 1000 159 characters 500 202 characters 0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 Individual Post#SocialPrep

Juicing Social Content Goal: Increase discoverability of our content and positive third-party content through: • Search Engine Marketing • YouTube Search • Facebook Ads • Twitter Promoted Tweets • Syndicated content#SocialPrep

Paid: Driving to PR#SocialPrep

The Metrics View AT&T Social Media Channels Facebook Twitter Pinterest Google + YouTube Newsroom Advocates Instagram Earned Ultimate Metric Share Retweet Repin Click Thru/+1 Embed Page Views Heart Impressions Content Share Metrics Content Likes RT Impressions Repin Audience Clicks to Owned Views Views Followers Ratio Photos Reach Clicks to Owned Clicks to Owned CTR to Owned Subscribers Top articles Reach of Shares uploaded Hearts per Fans CTR to Owned Brand Followers Clicks to Earned Top Videos Link back Total Shares photo Engagement off Clicks to Owned Clicks to Earned Board Followers CTR to Earned Top Photos Shares Growth rate of CTR to Owned CTR to Earned Top Pins Plus 1s user base Pieces of Content Followers Followers Published Engagement Rate Favorites Top Posts Clicks to Earned Top Tweets Comments on Brand Mentions Posts Reactive Wall Posts Sentiment Measurement Positive Engagement Top Posts (RT, Like, Favorite)#SocialPrep

Thanks!Jennifer McNabb Colin BurnsSocial Marketing Senior Manager, DigitalManager and Social MediaSpredfast AT&T@Jmc409 @TheCBurns@Spredfast @ATT

Contact us info@spredfast.com @Spredfast Slides from today’s presentation can be found at www.slideshare.net/spredfast Thanks for joining us!#SocialPrep

Measuring the Impact of Social Engagement- Social Prep School Series

by Spredfast on Nov 14, 2012

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Measuring the Impact of Social Engagement- Social Prep School Series Presentation Transcript

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