Is Your Social media Marketing Program a boom or bust?WOMMA Webinar – 10/14/200910/14/2009www.meteorsolutions.com1

IntroductionBen Straley, Meteor Solutions CEOLeading Technology Platform for Tracking and Activating Earned MediaBrands Using Meteor Include:10/14/2009www.meteorsolutions.com2

Online Advertising Is Changing…10/14/2009CONFIDENTIALwww.meteorsolutions.com3Build Site and Create ContentBuy AdsSEO and Paid SearchTracking and OptimizationTracking and Optimization

Today Marketing Success Is EarnedPaid Media (Ads)Owned MediaEarned Media

The Bigger Picture10/14/2009www.meteorsolutions.com5Source: Meteor Solutions data from >15 sites spanning games, mobile, technology, and travel sites.

Does It “Move the Needle”?10/14/2009www.meteorsolutions.com6++Valuable Visitors1.5x – 4x Conversion LiftLoyal Fans(source: Meteor Solutions, Razorfish)Growth PotentialTwitter is Third-Largest Referrer of Traffic to Etsy(source: emarketer.com) Facebook is Top Referral Source to PerezHilton.com (source: hitwise.com)Lots of Traffic15-20% of Unique Visitors from “Earned” Links (source: Meteor Solutions)

1.5x – 4x Conversion Lift

Loyal Fans

Twitter is Third-Largest Referrer of Traffic to Etsy(source: emarketer.com)

Facebook is Top Referral Source to PerezHilton.com (source: hitwise.com)

15-20% of Unique Visitors from “Earned” Links

So How Do I Measure Its Value and ROI?10/14/2009www.meteorsolutions.com7

Recommendation #1Be Clear About Your Objectives and Set Expectations Accordingly10/14/2009www.meteorsolutions.com@meteorsolutions8

Awareness = Sheep + LEDsBrand/Product PageVideo10/14/2009www.meteorsolutions.com9

See? It Works!> 8MM Video Views (6MM in First 2 Weeks)> 3K Tweets About Video on TwitterBlog MentionsSearch VolumeVideo Posted to You Tube (3/16/2009)

Or Does It?Video Posted to YouTube

Recommendation #2Track and Measure What You Can. There Are Free Tools That Make It Simple and Easy to Quantify Impact and ROI.10/14/2009www.meteorsolutions.com@meteorsolutions12

Quantifying Impact Using Twitter and Bit.ly10/14/2009www.meteorsolutions.com13http://www.ted.com/talks/clay_shirky_how_cellphones_twitter_facebook_can_make_history.html

Twitter Activity10/14/2009www.meteorsolutions.com14Useful, relative measure of content “reach”

Bit.ly Click Trends10/14/2009www.meteorsolutions.com15

@meteorsolutions StatsAvg. Clicks per Tweet: 13Number of Followers: 184Click-Through Rate: 8.2%Avg. Total Clicks per Tweet (bit.ly): 2,698Avg. % of Total Clicks per Tweet (bit.ly): .6%10/14/2009www.meteorsolutions.com16

Click-Through Rate = Effectiveness10/14/2009www.meteorsolutions.com@meteorsolutions17Click-through rate declines as the number of followers increases.My Click-Through Rate = (My Clicks) / (My Followers)

Click-through rate declines as the number of followers increases.

Click-Share = Influence10/14/2009www.meteorsolutions.com@meteorsolutions18The higher your click-share, the more influence you have relative to others sharing the same content.Twitter Click-Share = (My Clicks) / (Total Clicks)

The higher your click-share, the more influence you have relative to others sharing the same content.

Recommendation #3Go Beyond Listening, Counting Mentions, and Tracking “First Clicks”. Capture the Full Scope of Your Program’s Impact.10/14/2009www.meteorsolutions.com@meteorsolutions19

Case Study: The Multiplier Effect10/14/2009Proprietary and Confidential. Patents Pending. GOAL: Accelerate awareness and excitement around Game LaunchSTRATEGY AND PLAN:Display Advertising Directing Traffic to Viral PromotionTACTICS:Drive traffic with ads and word of mouthVideo series encourages repeat visits and WOMCommunity “unlock” of video content fuels sharing.

Accelerate awareness and excitement around Game Launch

Display Advertising Directing Traffic to Viral Promotion

Drive traffic with ads and word of mouth

Video series encourages repeat visits and WOM

Community “unlock” of video content fuels sharing.

Game Campaign Results

Direct Referrals to Site10/14/2009Proprietary and Confidential. Patents Pending. The common view of sources of traffic…

“Earned” Referrals to Site

37%That’s the % of Unique Visitors That Came from Earned Referrals Over The Life of This Campaign.And…We’re Seeing Some Sites Drive The Majority of Their Traffic This Way10/14/2009www.meteorsolutions.com24

But Wait, There’s More!Remember this statistic?“Visits from Shared Links Can Convert Up to 4X More Than Paid Media” (Razorfish)10/14/2009www.meteorsolutions.com25

Converting Earned Media Value Into ROI10/14/2009www.meteorsolutions.com26

Take-AwaysEarned Media is a Key Determinant of Campaign SuccessTracking and Measurement Can Be Simple and InexpensiveMeasurement Leads to Optimization of Campaign Performance10/14/2009www.meteorsolutions.com27

How To Reach MeWebsite: www.MeteorSolutions.comBlog: blog.meteorsolutions.comTwitter: @MeteorSolutionsBen Straley, CEOBen@meteorsolutions.com206.859.3563(866) 677-060410/14/2009www.meteorsolutions.com28