Social Media Marketing for Direct Response: Real Analytics, Real Results [Spring Creek Group, WOMMA Webinar, Jan 2010]

WOMMA Webinar
Social Media Marketing: Real Analytics, Real Results!
Clay McDaniel & Xavier Jimenez, Presenting
January 20, 2010

Agenda
Introductions…
Context + Goals…
Section 1: Listening is just not enough
Section 2: Accessible and Actionable Analytics tools
Section 3: What is worth measuring
Section 4: Content that drives sales
Section 5: Case Studies
QnA + Wrap-Up
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Introduction
Clay McDaniel
Principal & Co-Founder, Spring Creek Group
Seattle, Washington
Fly-fisherman, dad, Sounders supporter, sunny bike commuter
Xavier Jimenez
Principal + Analytics Practice Head, Spring Creek Group
Seattle, Washington
Rugby coach, dad, chili pepper enthusiast
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About Spring Creek Group
The largest Social Media Marketing firm in the Pacific Northwest.
We have Strategic Experts, Program Execution experience, Teams able to provide 24/7 coverage, and scale
Our expertise is specialized in 3 Practice Areas:
Social Media Brand Analytics & Research
Social Media Planning and Strategy
Social Engagement, Community & Interactive Content Management
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Social Media scales!
Risk management was the key factor driving social media measurement decisions in 2009, performance optimization will drive 2010.
Fortune 500 brands and mom-n-pop’s already know how to measure social media, marketers in the middle are now playing catch up.
“The 30 second spot is being replaced by the 30 second review, tweet, post, …” - Erik Qualman (Author Socialnomics)
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Goals for today’s webinar
Discuss how to move beyond just using social media to create buzz
Review the metrics that matter for getting people to buy via social media
Share proven best practices to transform your social media programs from a brand-building exercise into a sales-building channel.
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Section 1: Listening is Not Enough…
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Moving beyond buzz monitoring
Don’t stop at simply measuring and managing buzz
Use active listening programs to better understand the customer lifecycle
Leverage tools, people and process to add social media as direct marketing channel
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Our data shows…
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Our clients Social Media presence is not limited to a post or tweet
This presence is distributed across the web and evolves in real time
This presence can be broken down measured…and managed.

Our POV: Let your data drive Brand, Product and Community management
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We use most of the “Top Shelf” tools available
Tools are only a small percentage of the equation
People and process are what make data actionable

Section 2: Actionable Analytics Tools
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Use tools to monitor buzz, to test content, and to track engagement and referrals.
Goal = strengthen the relationship by testing campaign specific content and tracking outcomes
Identify the type of content that is most valuable to your audience
Benchmark channel/platform/media specific conversion metrics
Leverage results to build a better picture of your online customer
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Google Analytics
Free or Paid?
Free
Where?
www.google.com/analytics
Key Info + What It Does:
Tracks SEO/SEM click-stream and website visitor and behavior data of over time.
Advanced segmentation and custom reports are configurable to track social media.
Ability to set goals and track ROI.
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Omniture
Free or Paid?
Paid
Where?
www.Omniture.com
API’s allows configuration of SiteCatalyst to receive twitter API and map it to success events to track conversions and influential's.
Create a facebook object and modify omniture code to use API Key and Secret Key from Facebook and you can track fans and pull these numbers into your shared dashboards.
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Bit.ly
Free or Paid?
Free
Where?
www.bit.ly.com
Bit.ly provides a service that takes long URLs and squeezes it into fewer characters to make a link that is easier to share, tweet, or email to friends.
It shows you the content of the tweet
It tracks the last 20 url for click activity
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Turns this URL.. http://darnhotpeppers.wordpress.com/2009/04/05/michelle-obama-adds-chile-peppers-to-the-organic-garden-at-the-white-house/
Into this URL … http://bit.ly/2Wv0H

GetClicky
Free or Paid?
Both
Where?
www.getclicky.com
Clicky is a web analysis tool that tracks detail for every visitor to your site.
Stats show "actions per visit" by user, allows you to set goals, tracks most active visitors and actions from social media.
Has integrated twitter and URL shorter data and “Official” wordpress plugin.
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Optify
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Free or Paid?
Paid
Where?
www.optify.net
Demand Generation analytics
Tracks visits, referring source and score leads and visits to further qualify details about activities when a lead fills out a form on your website.
Create and manage twitter campaigns
SalesForce integration

Section 3: What’s worth measuring?
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Research – Deploy active listening tools to understand the hearts and minds of your customers, clients or guests
Hypothesize – Extract insight from the results
Track – Employ web analytics best practices
Test – Develop Metrics and KPI’s
Re-Test/Optimize – Learn from your results and evolve
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S.M.A.R.T. content testing

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Example
Objective = Identify Top Blogs based on volume
Goal = Identify Key metrics that can be used to evaluate engagement opportunity
Research finds that many of the top blog sites where discussions of your product appear happen to be mommy blogs.
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Example
Research shows that mothers have been sharing information about your chemical-free sunscreen products and conversation is highly focused on “flavors”.
Hypothesize that a highly focused and product specific outreach campaign, on the top 20 mommy blogs, promoting your products may find success in this community.

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Example
Configure URL shortener’s and web analytics tools to track the “pass-along” and conversion of your brand’s social content via tweets, blog posts, Facebook postings etc.
Determine which content and what source is driving the most desired behaviors.
Compare earned media cost per action to paid media.

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Example
Test seeding offers of 20%-off the sunscreen on the mommy blogs where the discussions are taking place.
Display Buys
Personal “on-topic” and relevant engagements

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Example
If you find success, re-test creative that is platform and media specific as well.
Ex. create a Twitter promotion such as:
Identify top Re-tweeters
Track CTR
Identify top LP’s
Compare cost per action to paid media
Moms: Get 20% off the only truly chemical-free sunscreen this week only. http://bit.ly/yourtrackingcodehere

Section 4: Publishing Content that Drives Engagement, Referral, and Sales
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Recent research from Razorfish found that promotions and discounts were primary drivers of "friending" a brand for over a third of social networking users and 44% of Twitter users.
79% of women say using social networks to research products and services is important to them, while 64% said the same thing about finding discounts, according to research from ShesConnected.com.
Send out too many promotions and your followers will feel “marketed at”— but not to be too stingy either, just give them good deals and help them feel rewarded for being loyal to your brand.
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People want deals

Build promotions based on research
For example…15%-off your whole order today.
Once it’s over, track how many people clicked on the promotion and completed a sale (classic click-through and conversion metrics).
Continue to measure buzz, monitor conversations, and measure pass-along of the promotion using your social media analytics tools.
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Perform iterative testing
You might find that everyone loved your 15%-off promotion – it was shared to hundreds of thousands of people via social sites and email – but that many people complained that shipping costs were too high.
Action: in your next promotion, offer free shipping.
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Incorporate real-time feedback
One of your new products is generating buzz, but that people are making value based comments such as “can’t wait to buy this product, but I’m waiting to see if the price drops”.
Incorporate that info into your testing plan.
Action: seed a targeted, one-day only offer of 20%-off that’s exclusive to Twitter followers and Facebook fans.
Remember unlike paid media buys, you don’t have to spend months planning and budgeting for social media promotions. Just do it!
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Section 5: Case Studies
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Dell
June 2009 Dell announces @DellOutlet generated $2 million in direct sales and $1 million in referrals.
June 2007 @DellOutlet opens first twitter retail shop using coupon codes to drive sales.
Twitter user base = ~200k
The dell social media started by “lurking” and “poking” for several months
@DellOutlet has around 1.6 million followers, and Tweets out deals to these folks on a regular basis.
Each dell tweeter uses the @NameatDell company thumbprint and also posts an authentic photo of his or herself.

Twitter has made such a difference for Naked Pizza that they removed the “call for delivery "billboard in front of the restaurant and changed it to “twitter – follow us for specials –www.twitter.com/nakedpizza”
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Naked Pizza
Naked Pizza a New Orleans pizza takeout and delivery restaurant with a mission to make an unhealthy and popular fast food healthier, more nutritious, and better tasting!
Set a one day sales record using Twitter
65% of sales from Twitter
85% of new customers from Twitter

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Pink Cake Box
PCB is a specialty baker in New Jersey and has employees blog, post videos and images of their cakes on Twitter, Facebook, Flickr and YouTube. As a result of their social media they’ve been on the Rachel Ray show, Food Network and CNN Headline News.
Use blog to offer a constant stream of new cakes, contests, & videos.
Over 1800 twitter followers and 2600 facebook fans.
The blog sees about 120,000 visits per month and drives a majority of custom cake orders.
PCB began measuring and managing blog performance using Google Analytics by placing an emphasis on traffic, initially this worked, but they quickly reached a saturation point where high traffic started contributing to a deluge of “information seekers”.
PCB didn’t have the capacity to handle this deluge and realized that the “more traffic the better” mantra needed to be refined.
They began focusing content on products that lead to better order conversions and focused our measurement on traffic from our strategic focus areas.

Every page of Bacon Salt’s Web site has links to quickly share the page with a bunch of social networks. The website uses google analytics to track online and social media efforts.
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Bacon Salt
Founders, Justin and Dave, are two regular guys from Seattle who love grilling, Sunday afternoon football and so decided to create a zero calorie, zero fat, vegetarian and kosher seasoning that makes everything taste like bacon.
Used social media to research and find 35,000 “bacon lovers” online.
Built a great blog, Twitter account, and a bunch of videos on YouTube.
Built a product and brand, that sold 600,000 bottles in 18 months, using only social media.

THANK YOU!
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311B Occidental Ave South
Suite 200
Seattle, WA 98104
206.453.1120 | www.SpringCreekGroup.com
http://www.facebook.com/SpringCreekGroup
…or Join / Follow / Read at…
http://www.twitter.com/SpringCreekGrp
http://www.SpringCreekGroup.com/blog

Appendix: Webinar Questions (& Answers)
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QnA (our best effort at follow-up)
Q: Do you recommend using Twitter over FB for a social media outreach? If for no other reason, it can be measured?
A: We recommend letting the data speak – assess the volume of relevant customer engagement and help/support opportunities in each environment first, by doing some basic searches and tracking over a short time period how much volume there is in each place, how relevant the volume is, etc. This should be a customer-needs and data-driven decision, more so than an intuitive one.
Q: Is a social media marketing effort always measured by traffic to a company's web site? Are there other ways to measure ROI if it is not traffic to a web site? Oh, and I don't mean ""number of followers,"" which can be bogus. How about if a brand client wants to create a brand awareness to drive sales to a brick-and-mortar shop for instance.
A: Traffic is still a key metric that all managers should measure, it is rarely used in itself as a Key Performance Indicator or a as means to determine ROI. We recommend measuring the change in traffic over time and whether the ratio of “organic traffic” changes in concert with or in association w/ sustained social media marketing activities. So, yes the change in traffic patterns of any social media effort should always be measured and compared to other channels. In many cases, though, we have seen clients and brands focus their social media marketing efforts on achieving greater brand awareness, customer advocacy and content ‘pass-along’, or total Share-of-Voice online. For businesses with significant offline presence or sales conversion models that don’t necessarily run through an e-commerce enabled website, these could be the most important and highly-correlated factors aligned with business success in the long-run --- and by consequence, these organizations might wish to focus more on these metrics than site traffic or online sales conversion / CPA numbers. While the primary – more narrow – focus of our Webinar today was on measurement and management of social media marketing program initiatives intended specifically to drive online sales or lead conversion, there are a great many other opportunities for brand awareness, affinity, and customer engagement via the social media channel which are also potentially valuable to implement.
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Q: Is there a recommendation of what percentage of traditional (print and online) marketing dollars should be moved to SM marketing?
A: Can we answer 100% and not sound biased?  No, we thought not… To be honest, our perspective is that every dollar of marketing spend – whether online or offline – had ought to be managed and measured as if it were a long-term investment. Which is to say, managed with similar impact and return-on-investment standards across all of your marketing channels, as much as is possible. If you and your organization can apply the same discipline for measuring long-term impact, benefit, or return to ALL of your major marketing investments, no matter what the channel, you will over time be able to throttle all of your key marketing spend categories up or down based upon an apples-to-apples comparison and evaluation of what mix of spend is yielding the best overall long-term return.

Q: If I show slide No 21 to a client with only 9 post and 68 comments as the Top, they are going to say that is a really small number. I have used Radian6 and gotten similar results and those numbers turn off clients. It seems to confirm to them that SM is not such a big audience for their particular product. What do you say to a client that says this?
A: We, too, have gotten then raised eyebrows and the sigh that suggests, “C’mon, there’s no real impact there compared to my performance marketing programs online and my mass-media advertising offline… Should we really be doing this social media outreach and influencer engagement stuff?” Our short answer to this tends to focus on two key considerations: Relevance – which is typically MUCH higher for audiences addressed via social media programs vs typical paid media investments, because they are all about context; and, Reach – which is using the traffic or Unique User #’s to ‘weight’ the expected impressions and actual reach of your Outreach and Engagement programs across all of your key sites or platforms.
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Q: How can you differentiate traffic coming from social media site, e.g., facebook, the brand's page versus individuals' pages posting the link to the brand website. I thought that social media sites have no follow tags.
A: The tactic that we have found to be most effective is one which relies upon the manager / administrator of your key Brand/Fan Page or branded Twitter account using specially-constructed URL links back to your own domain which include pre-defined Source (“src=“) or Campaign/Channel variables. Then, these pre-constructed URL’s can be shortened manually using a registered Bit.ly account, for instance, to compress them to shorter and more link-drop-friendly URL’s (which then resolve to the original tagged site URL links when clicked). So, for example, you might manage a site at www.foo.com. If you are running Google Analytics, you could pre-define two unique Source variables – one for Facebook links you place on your Page and Group, another for links you place on your branded Twitter account tweets and @ replies. Then, you would construct unique link URL’s back to your site including these unique Source variables. Finally, you would then login to Bit.ly and shorten each unique URL (WITH it’s unique Source variable) to shorter unique URL’s, such as: www.bit.ly/Facebook and www.bit.ly/Twitter . Once you’ve placed these links into each respective environment on pages or tweets or posts you control, all future clicks on these links by visitors will resolve to the longer unique URL’s with dedicated Source (or similar) variables appended to the site URL, which then allows the javascript on your site which powers your site analytics software to ‘know’ – or recognize – that the visitor has arrived in to your site from that specific location. All you need to do is then search within your site analytics solution for that particular Source code variable to specifically see all of the traffic (and their down-stream actions, such as site page interaction or even sales!) that those links you placed in that environment have yielded. This is a powerful way to tightly integrate your proactive social media marketing and customer support initiatives with your website analytics reporting. [And, this tactic can be used anywhere online where you – rather than someone else – controls the construction and placement of links.]
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Q: I'm sure there are many of us that have limited time and budget to monitor social media, what are the most important things to measure? Many of the things they are suggesting seem very time consuming.
A: Volume, engagement and sentiment. These are the three key metrics that can help anyone manage social media.
Volume - Track volume of mentions of your brand, product or other pre-identified keywords and how these mentions change over time. Star w/ a free tool like Techrigy sm2 and as you get more comfortable w/ the data consider setting a budget of $500/month to begin to collect more specific data on an ongoing basis.
Engagement – a key engagement metric that is easy to track is #comments/post [“on-topic” Comments/blog posts or “on-topic” replies/forum post.] Try to identify a benchmark for your brand/product or industry by identifying the top 10 blogs for your specific strategic focus areas and use a social media monitoring tool like Techrigy SM2 or Radian6 to automate the process of collecting this engagement data for you. By spending just a few hours a week compiling a list of engagements you will be able to see whether people are talking more or less about your brand over time, and whether they are engaged with the topics that are being discussed about your brand.
Sentiment – using some of the free tools out there on the web, and your top blogger or forum or twitter lists, take a few hours a week or month to track the % of rants and raves about your brand or products or topic areas of interest. Watch to see whether the % of positive mentions for a given keyword is going up or down. If you track volume and sentiment and track data on 3 channels (blogs, forums and twitter), then you have a valueable metric called a “vector” that can be used to communicate the velocity of a given brand or message. Ex of the velocity of a brand could be V=100 mentions/day, positive. Having two metrics and tracking velocity rather than just the volume trend alone (speed), is a very powerful tool for determining whether or not to take action.
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Q: Question for speakers: With so much data available, what are the key metrics (maybe top 5) that we should be looking at? And how do you set benchmarks? Monitor for a few months?
A: See the prior answer to question on prior page for our simplest, most straight-forward answer to this question. In terms of benchmarks, we typically look at historical volume and other key metric averages on a monthly-total basis for 3-5 key competitors, and we typically start with at least 3 months of historical data if we can gather it from the technology tools / platforms we are using. If we cannot get any historical information to establish key metric benchmarks, then we like to get at least 4-6 weeks of data in hand and ensure trust-worthiness before starting to draw conclusions about how “our” brand or initiatives are measuring up – both in absolute and relative terms, vs. competitors or other comparables. Hope that helps put a little more detail on that point.
THANK YOU TO EVERYONE WHO ATTENDED THE WEBINAR LIVE, AND THANKS AS WELL TO ALL WHO POSED GREAT QUESTIONS.
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Social Media Marketing for Direct Response: Real Analytics, Real Results [Spring Creek Group, WOMMA Webinar, Jan 2010]

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Social Media Marketing for Direct Response: Real Analytics, Real Results [Spring Creek Group, WOMMA Webinar, Jan 2010] — Presentation Transcript

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