measuring your roi
facebook marketing
/giovanni.gallucci
@giovanni
June 26, 2009
1
1

get off the napkin...
CONFIDENTIAL
www.thesocialmediaworkshop.com
2
2

bluehat social media?
+ =
CONFIDENTIAL
www.thesocialmediaworkshop.com
3
3

We measure different things in Social Media
than we do in other kinds of marketing.
CONFIDENTIAL
www.thesocialmediaworkshop.com
4
4

some key points we need to get over ourselves we
can’t solve every problem with social media this is
evolution, not revolution don’t burn down the
corporate marketing and advertising machine do
take advantage of new channels like facebook
integrate facebook into your current marketing
mix, don’t decimate your current marketing,
advertsing, pr departments you still have time
relax be the brand take risks be careful add value
be helpful be open be honest be friendly be
yourself don’t be a “marketer”
CONFIDENTIAL
www.thesocialmediaworkshop.com
5
5

“How do you measure roi
on facebook/social media
campaigns?”
- the big pitch
CONFIDENTIAL
www.thesocialmediaworkshop.com
6
6

let’s reset expectations
this isn’t about a call to action as much as it is
about influencing actions
we make ripples in the social media ecosystem
we don’t *sell*, we influence intent to purchase
Inherently, we have to deal with fuzzy or “pr” math here
CONFIDENTIAL
www.thesocialmediaworkshop.com
7
7

a quick detour
we need to talk about a few seo basics first...
click thrus | humans
keywords & phrases | humans
backlinks | search engines
anchor text | search engines
CONFIDENTIAL
www.thesocialmediaworkshop.com
8
8

a social media marketing secret
marketing & social media deal in the same currency
social capital = reputation = access to resources /
access to more connections = reciprocity (favors
added up) = public accomplishments = increased
levels of trust = reputation = more social capital:
wash, rinse, repeat
*there’s nothing here about selling
CONFIDENTIAL
www.thesocialmediaworkshop.com
9
9

great news!
YOU ALREADY KNOW HOW TO DO THIS!
Bad news: This is like
SEO in 2001. There’s a
lot of education that
needs to take place.
CONFIDENTIAL
www.thesocialmediaworkshop.com
10
10

some suggestions for measuring the success of
your facebook campaigns
Reach – how far does it travel?
Relevance – does it support your intended direction?
Influence – who shares and passes along with who?
Authority – how trusted is the source?
Engagement – how involved do they get?
CONFIDENTIAL
www.thesocialmediaworkshop.com
11

Begin With The End In Mind - Steven Covey
CONFIDENTIAL
www.thesocialmediaworkshop.com
12

let’s see the goods
a few brief case studies
marketing movies
getting on cnn/cnn.com
the groundswell > wired, ad age, etc...
CONFIDENTIAL
www.thesocialmediaworkshop.com
13
13

iliveindallas.com | jennifer conley | @jenniferconley
CONFIDENTIAL
www.thesocialmediaworkshop.com
14

jennifer conley | cinecamp | facebook in the mix
CONFIDENTIAL
15

34% of
marketing major motion pictures attendees to
this screening
brought in this
pass.
More verifiable
direct response
than anything else
the agency did.
Goals: increase
twitter followers and
get butts in seats
CONFIDENTIAL
16

CONFIDENTIAL
www.thesocialmediaworkshop.com
17

groundswell > wired magazine, ad age,
zdnet, twitter, facebook...
CONFIDENTIAL
18

how about the numbers?
CONFIDENTIAL
www.thesocialmediaworkshop.com
19

social media does drive traffic
cnn
techcrunch
CONFIDENTIAL
www.thesocialmediaworkshop.com
20

whurley | bmc
Investment
- $5,000
$821,094 .75/48hrs
ROI = Redonculous
CONFIDENTIAL
www.thesocialmediaworkshop.com
21

ijustine | att
CONFIDENTIAL
www.thesocialmediaworkshop.com
22

ijustine | att
,000
ver 2,500
ern et - o
- the int
2.5 ijustine
CONFIDENTIAL
www.thesocialmediaworkshop.com
23

préDevCamp - 88 Cities and 1,000 Volunteers
via twitter - for the community, not the brand
“I don’t care about your stupid product” _ Chris Brogan, May 27, 2009
“Think about the opportunity” _
Norm Cox, May 30, 2009
CONFIDENTIAL
www.thesocialmediaworkshop.com
24

tools...
Freebies The Paid Tools:
Technorati (authority, links) Collective Intellect
Twitalyzer (influence, time-based analysis) Radian6
Google Analytics (traffic) Trackur
Feedburner (subscribers)
Buzzlogic
Compete/Qunatcast/Alexa (relative traffic)
Nielsen Buzzmetrics
Appsholic (social media)
Video/photo (YouTube Insight, TubeMogul)
Social bookmarks (Digg/Stumble Upon)
Forums (Boardtracker/Twing)
BudURL.com (link shortning/clickt thrus)
CONFIDENTIAL
www.thesocialmediaworkshop.com
25

we get it...give us the goods.
CONFIDENTIAL
www.thesocialmediaworkshop.com
26

breaking the rules 101
keyword research
extreme social media
focus on the words your audience
uses, not the words you use
internally
CONFIDENTIAL
www.thesocialmediaworkshop.com
27

breaking the rules 101
facebook ad roi sucks
how to take advantage
use their ppc model as a cpm
model
CONFIDENTIAL
www.thesocialmediaworkshop.com
28

breaking the rules 101
linking strategies
extreme social media
focus on a few of the main
sites...don’t get yourself
overwhelmed
use those keywords!
dirty tricks: optimize for your
competition and point to links to
unfavorable sites about them
CONFIDENTIAL
www.thesocialmediaworkshop.com
29

breaking the rules 101
linkedin
extreme social media
opening up linkedin’s closed
network
CONFIDENTIAL
www.thesocialmediaworkshop.com
30

breaking the rules 101
youtube
extreme social media
we all know that youtube is the largest
video network in the world
how many of you know that it’s the
second most searched site in the world?
...and did you know that the search on
youtube sucks?
CONFIDENTIAL
www.thesocialmediaworkshop.com
31

breaking the rules 101
flickr
extreme social media
taking on social media’s 800 lb gorilla
with nothing more than a camera
CONFIDENTIAL
www.thesocialmediaworkshop.com
32

breaking the rules 101
flickr
extreme social media
clearly i don’t deserve to rank above
chris for ‘social media expert’
...or do i?
how do you measure success?
CONFIDENTIAL
www.thesocialmediaworkshop.com
33

breaking the rules 101
tweetadder
extreme social media
CONFIDENTIAL
www.thesocialmediaworkshop.com
34

breaking the rules 101
tying it all together
extreme social media
being omnipresent
CONFIDENTIAL
www.thesocialmediaworkshop.com
35

The Social Media Manifest. Your
guide to getting your buzz on online...
social + connect + engage
CONFIDENTIAL
www.thesocialmediaworkshop.com
36

social media manifest
CONFIDENTIAL
www.thesocialmediaworkshop.com
37

giovanni gallucci
facebook.com/giovanni.gallucci
giovanni@gallucci.net
twitter.com/giovanni
469.682.6978
CONFIDENTIAL
www.thesocialmediaworkshop.com
38