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The Real ROI of Social Media

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Presentation given at Syracuse Biz Buzz on May 27, 2010 at the OnCenter Complex in Syracuse, NY.

Presentation given at Syracuse Biz Buzz on May 27, 2010 at the OnCenter Complex in Syracuse, NY.

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    The Real ROI of Social Media The Real ROI of Social Media Presentation Transcript

    • The Real ROI of Digital Communications: How Do We Measure? Joseph Stabb Director of Emerging Media ABC Creative Group Thursday, June 3, 2010
    • What We Will Discuss • Why are analytics important • Difference between web and social media analytics and how they correspond • Examples • What should you be measuring and how often • Top 5 action Items for today Thursday, June 3, 2010
    • Importance of Analytics • Everyone should care!! • Analytics can tell you what is working and more importantly what is not • Analytics can tell you about your audience • Analytics create a plan of attack Thursday, June 3, 2010
    • “If the Great Recession has taught marketers anything, it’s that measuring what’s working - or not working - is essential to wringing value from web sites and online marketing efforts.” - BtoB Magazine Thursday, June 3, 2010
    • Web vs. Social Media Analytics Thursday, June 3, 2010
    • Web vs. Social Media Analytics Web Social Media Visitors & Pageviews Fans, Followers, Connections Top Pages Interactions Geo-Targeting Demographics Referring Sites / Keywords Personal Insights E-Communications Research and Focus Groups Thursday, June 3, 2010
    • Some Examples... The easiest way to show it.... Thursday, June 3, 2010
    • Happy Helpers Association A Non Profit Organization • Goals & Objects • Communicate with membership and supporters • Implementation Plan • Highlighting events, training & education, legislative issues, special projects, etc... • Measurement & Monitoring • Monthly tracking web and social • Consistent messaging throughout all digital media • Measured Changes • Facebook Page: >1 Year, 7,273 fans • Web Traffic: 1,836 visits from Facebook, 1 year Thursday, June 3, 2010
    • Happy Helpers Association A Non Profit Organization • E-Communications • largest driving force to the website; huge spikes each month on launch date Thursday, June 3, 2010
    • Happy Helpers Association A Non Profit Organization • Facebook Page • Can track individual posts to see if people are interested in the topic and seeking more information • Allows us to understand our audience and cater our posts to their interests • Answer specific questions and concerns • All links posted drive traffic to site immediately Thursday, June 3, 2010
    • Happy Helpers Association A Non Profit Organization • YouTube Channel • Posted videos from events to get people interested in upcoming events. • Allowed members to sit in on relevant training they may have missed • Use as an overall educational tool about the association Thursday, June 3, 2010
    • Happy Helpers Association A Non Profit Organization • Register to Vote Microsite (niche) • Created a microsite to encourage people to register to vote (English & Spanish applications) • Used banner ads on their website, and custom tabs on Facebook • Promoted through e-communications • Provided partnering organizations with web buttons linking to microsite • Using Analytics, we could see that over 300 downloaded the English version, while only 5 downloaded the Spanish version Thursday, June 3, 2010
    • Rainbow Sprinkle Candy Company • Goals & Objectives • Launch a new line of candies • Implementation Plan • Blogger Relations, Facebook Page, Facebook Ads, Contests, and Consistent Messaging • Measurement & Monitoring • Facebook Page: added 251 fans during 2 week launch • Bloggers: Nearly a dozen articles written • Comments: Average 50 comments/post to planned launch items • Contest increased overall comments on Facebook • Traditional media coverage Thursday, June 3, 2010
    • Rainbow Sprinkle Candy Company • Blogger Relations • Connected with bloggers using a social media press release to announce the new products • Included text, photos, videos, product shots • Covered in a dozen blogs throughout the companies market area, reaching thousands of potential readers Thursday, June 3, 2010
    • Rainbow Sprinkle Candy Company • Social Media Press Release • Provide bloggers and media with rich content • All content was used in product mentions.Videos, photos, logos etc... • As measurable as e-communications Thursday, June 3, 2010
    • Rainbow Sprinkle Candy Company • Facebook Page / Consistent Messaging • Created custom graphics, tabs, and interactive posts for before, during, and after the product launch • Made custom graphics the default landing page • Created contests increasing fans and comments • Did targeted Facebook advertising to “candy likers” • Increased the fans of their page by over 250 people in 2 weeks and they are now getting about 50 comments per post on their wall • All measurable!!! Thursday, June 3, 2010
    • Rainbow Sprinkle Candy Company • Overall media Coverage • Traditional media picked up on the buzz • Increased awareness within their market area Thursday, June 3, 2010
    • Top 5 Actions for Today Thursday, June 3, 2010
    • Top 5 Actions for Today • Decide what is important for you to measure. Set marketing goals. • Make sure that you are accurately measuring and reading the analytics correctly. • Build a dashboard for tracking over time. • Monitor it daily, weekly, or monthly. • Make changes and updates regularly to adjust for user traffic and results. Thursday, June 3, 2010
    • Connect with ABC • Website • ABC on LinkedIn www.abccreativegroup.com http://www.linkedin.com/companies/ 201929 • The Blog www.theideadrawer.com • Oh yeah and, (315)-471-1002 • ABC on Facebook http://www.facebook.com/ abccreativegroup • ABC on YouTube http://www.youtube.com/user/abccreative • ABC on Twitter @ABCCreative Thursday, June 3, 2010