Is Your Social Media Program A Boom or A Bust? How to Use Analytics to Find Out What's Working & What's Not

Is Your Social media Marketing Program a boom or bust?
WOMMA Webinar – 10/14/2009
10/14/2009
www.meteorsolutions.com
1

Introduction
Ben Straley, Meteor Solutions CEO
Leading Technology Platform for Tracking and Activating Earned Media
Brands Using Meteor Include:
10/14/2009
2

Online Advertising Is Changing…
10/14/2009
CONFIDENTIAL
3
Build Site and Create Content
Buy Ads
SEO and Paid Search
Tracking and Optimization
Tracking and Optimization

Today Marketing Success Is Earned
Paid Media (Ads)
Owned Media
Earned Media

The Bigger Picture
10/14/2009
5
Source: Meteor Solutions data from >15 sites spanning games, mobile, technology, and travel sites.

Does It “Move the Needle”?
10/14/2009
6
+
+
Valuable Visitors
1.5x – 4x Conversion Lift
Loyal Fans
(source: Meteor Solutions, Razorfish)
Growth Potential
Twitter is Third-Largest Referrer of Traffic to Etsy(source: emarketer.com)
Facebook is Top Referral Source to PerezHilton.com (source: hitwise.com)
Lots of Traffic
15-20% of Unique Visitors from “Earned” Links
(source: Meteor Solutions)

So How Do I Measure Its Value and ROI?
10/14/2009
7

Recommendation #1
Be Clear About Your Objectives and Set Expectations Accordingly
10/14/2009
@meteorsolutions
8

Awareness = Sheep + LEDs
Brand/Product Page
Video
10/14/2009
9

See? It Works!
> 8MM Video Views (6MM in First 2 Weeks)
> 3K Tweets About Video on Twitter
Blog Mentions
Search Volume
Video Posted to You Tube (3/16/2009)

Or Does It?
Video Posted to YouTube

Recommendation #2
Track and Measure What You Can. There Are Free Tools That Make It Simple and Easy to Quantify Impact and ROI.
10/14/2009
@meteorsolutions
12

Quantifying Impact Using Twitter and Bit.ly
10/14/2009
13
http://www.ted.com/talks/clay_shirky_how_cellphones_twitter_facebook_can_make_history.html

Twitter Activity
10/14/2009
14
Useful, relative measure of content “reach”

Bit.ly Click Trends
10/14/2009
15

@meteorsolutions Stats
Avg. Clicks per Tweet: 13
Number of Followers: 184
Click-Through Rate: 8.2%
Avg. Total Clicks per Tweet (bit.ly): 2,698
Avg. % of Total Clicks per Tweet (bit.ly): .6%
10/14/2009
16

Click-Through Rate = Effectiveness
10/14/2009
@meteorsolutions
17
Click-through rate declines as the number of followers increases.
My Click-Through Rate = (My Clicks) / (My Followers)

Click-Share = Influence
10/14/2009
@meteorsolutions
18
The higher your click-share, the more influence you have relative to others sharing the same content.
Twitter Click-Share = (My Clicks) / (Total Clicks)

Recommendation #3
Go Beyond Listening, Counting Mentions, and Tracking “First Clicks”. Capture the Full Scope of Your Program’s Impact.
10/14/2009
@meteorsolutions
19

Case Study: The Multiplier Effect
10/14/2009
Proprietary and Confidential. Patents Pending.
GOAL:
Accelerate awareness and excitement around Game Launch
STRATEGY AND PLAN:
Display Advertising Directing Traffic to Viral Promotion
TACTICS:
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 Site
10/14/2009
Proprietary 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 Way
10/14/2009
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But Wait, There’s More!
Remember this statistic?
“Visits from Shared Links Can Convert Up to 4X More Than Paid Media” (Razorfish)
10/14/2009
25

Converting Earned Media Value Into ROI
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26

Take-Aways
Earned Media is a Key Determinant of Campaign Success
Tracking and Measurement Can Be Simple and Inexpensive
Measurement Leads to Optimization of Campaign Performance
10/14/2009
27

How To Reach Me
Website: www.MeteorSolutions.com
Blog: blog.meteorsolutions.com
Twitter: @MeteorSolutions
Ben Straley, CEO
Ben@meteorsolutions.com
206.859.3563
(866) 677-0604
10/14/2009
28

http://blog.meteorsolutions.com	48
http://prmachine.blogspot.com	14
http://martin-fiala.blogspot.com	9
http://wawsingapore.posterous.com	5
http://www.phizzmedia.com	5
http://www.slideshare.net	5
http://www.brandhackers.com	2
http://www.kemmuhammad.com	2
http://localhost	1

Is Your Social Media Program A Boom or A Bust? How to Use Analytics to Find Out What's Working & What's Not

by Word of Mouth Marketing Association on Oct 15, 2009

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Is Your Social Media Program A Boom or A Bust? How to Use Analytics to Find Out What’s Working & What’s Not — Webinar Transcript