IABC San Francisco
From ROI to SOI:
Measuring the Real-Time Success of Social
Media Campaigns
June 8, 2009

Who We Are
Mom Central Consulting, the leading marketing and consulting agency to
Moms, works with over 200 national brands to reach, influence, and
activate Moms.
We run social
media campaigns
to activate and
engage the Mom
community both
online and offline.
Our vision test: will
this make the world
better for busy
Moms and their
kids?

How do you create and measure powerful
engagement in a digital world?

Managing Your Reputation at the
Speed of Social Media
 Word of mouth spreads like wildfire in today’s video-fueled, instantly
blogged, and hyper-networked world.
 Today, search engines and YouTube have more to do with managing
your organization’s reputation than traditional media: from \"putting good
will in the bank\" to responding to crisis
 Google = the new corporate home page

The Shifting Conversation
The media world has grown more diffuse as social networks proliferate
• Top-down Return on
Traditional Messaging Investment
Media • One way
conversation (ROI)
• Grassroots Sphere of
Social messaging Influence
Media • Two-way dialogue
(SOI)

Groundswell = social trend in which people connect
with and draw power from each other rather than
institutions and corporations
 Paradigm shift where customers want to have a voice and engage in a
dialog with companies
 Customers dictate the relationship they desire
 Social links have become channels
 Consumer as “newsmaster”
 Customers producing more User Generated Content
 Shared brand ownership

Why Get Involved?
Increase Negate
enthusiasts detractors
SOI:
SPHERE OF
INFLUENCE
Drive to Change
Action perception

The Roadmap to Joining the Conversation
Fluency in
Listen Evaluate Engage Art of
Conversation
Intimate Conversations Deeper Conversations
Who is saying what Discover
and why? Enthusiasts
Gated Corporate Presence
Communities/Retreats Online
What are the viral
Determine Detractors
roadblocks?
Targeted Outreach Public Activation

The Art of being an Exceptional Conversationalist
TRANSPARENCY
Private
• Nuanced and Conversations • How do Moms act on
contextual the conversation?
understanding and • How do Moms • Conversations become
listening perceive the public in SM
• Online and offline conversation?
streams • Deep, intimate
conversations
Public
Viral Footprint
Conversations
AUTHENTICITY

Social Media Platforms One Year Ago
Social Media Tracker Wave 3, Universal McCann, March 2008

Social Media Platforms 6 Months Ago
The Conversation Prism, Brian Solis, August 2008

Social Media Platforms Today
The Conversation Prism II, Brian Solis, March 2009

The Twitterverse, Brian Solis & Jesse Thomas, May 2009

Social Media Considerations
56% of social media users feel a stronger connection with
companies when they can interact with them
Entering the social media space allows you to:
 Reach your consumers in the forums and spaces they hang out
 Gain invaluable and candid
 Reinforce brand enthusiasts and respond to brand detractors
 Engage in higher messaging about your company’s values
2008 Cone Business in Social Media Study

How this impacts you as communicator
 58% CCO’s now report to the CEO (up from 48% last year)
 Most frequently added communications responsibility = social
networking and blogging
 Need for crisis management due to social media has risen 45%
 Social media = fastest growing communications resource, even in B-
to-B
The Rising COO, Spencer Stuart, Weber Shandwick with KRC Research May 2009

Social Media Considerations
Embracing social media means:
 Preparing a social media strategy for both proactive social media
initiatives as well as responding to social media crises
 Being transparent and open
 Developing tactics that allow for quick and multi-platform
responsiveness
 Being flexible to meet new mediums’ challenges and enter onto new
platforms as they gain popularity

Choosing the Right Voice(s) and Managing the Process
Whether speaking as the brand, and executive or as the CCO,
choosing the right people and the right voice means answering the
following questions:
o Who will be the designated “social media” person/persons?
o Suddenly more than CCO
o What restrictions will there be on what can be shared?
o Will their voice and perspective resonate with target audience?
o How much time will be devoted to blogging, tweeting etc.?

SOI = Online Activation for Offline Behavior
Online Platforms Engagement Offline Activation
Jackie Riter- Nelson
to \"Ringling Bros. and Barnum & Bailey® for New York / New Jersey Families\"
from the album \"ZIng Zang Zoom ... so far\"

Popular Social Media Platforms by the Numbers
As of December 2008, 11% of online American adults said they used a service like Twitter
or another service that allowed them to share updates about themselves or to see the
updates of others
Facebook: More than 200 million active
users. Average user has 120 friends. Fastest
growing demographic is 35 years and older
29% of Facebook Users earn over 100K
Blogs: 77% of active percentage of active
Internet users read blogs, There have been
133 MILLION blogs indexed by Technorati
since 2002
Twitter: 3 million active accounts and
growing, 50% of users “follow” more than 10
people
http://thefuturebuzz.com/

SPHERE OF INFLUENCE: NATALIE LEWIS
2,733 members
How does Natalie
Primary blog: Red Sox Mommy
Technororati Authority: 141 Lewis reach
Alexa rank: 175,142 moms?
Secondary blog: Bye Bye Fat Mom!
3,337 Visitors since 2/08

Sphere of Influence: Stacy DeBroff

It Starts with a Tweet
Twitter provides a platform for quick, easy, and concise contact. Those who use
twitter best, know how to use it to establish presence and also to connect directly
with other brands, professionals and consumers.

Building Communities of Passion

SOCIAL MEDIA THAT FUELS BRAND
AWARENESS/LOYALTY/ENGAGEMENT
• Blog Tours: Articulate, passionate bloggers build brand awareness and
rank high in Google and other search engines.
• Twitter&Micro-blogging: Enables influencers to grab attention of other
influencers.
• Facebook Fan Pages: Create a presence for a brand or product on
Facebook and drive consumers to “friend” the page.
•Viral Outreaches: Spark conversations about “best of” products and
services.
• Social Media Presence: Create a social media presence for a brand by
setting up a corporate blog and on sites such as Facebook and Twitter.
• Social Media Bookmarking: Doubles traffic to bookmarked sites or posts.
• Social Media Positioning: Preserves your name and brand on social
media websites to prevent others from hijacking them (Eight National
brands hijacked via social media in 2008).

PROGRAMS TO BUILD AMBASSADORS
• Influencers: Engage experts and community leaders to validate
products or services. Influencers also lend expert content and media
exposure.
• Geo-targeting: Finds, activates and engages Influencers, online and
offline, within specific local communities.
•Online Communities: Create vibrant and authentic conversations with
consumers. Grow consumer participation in terms of passion, content
and amount of activity.

Building a Brand Brigade
Objective
 To reenergize brand, increase brand awareness and drive ticket sales for Ringling Bros.
and Barnum & Bailey Circus (RBBB) and Disney on Ice (DOI) events.
Tactics
MCC hand-selected local market Mom Influencers and built Feld Family Activator brand
ambassador programs in 22 markets.
Over the course of 14 months, these FFAs will promote show content, show dates and
MOM coupon code (used for purchases on Ticketmaster.com) via online and offline word-of-
mouth activities.
 Additionally, Mom Central began a social media listening campaign to better understand
sentiment around the brand.
Results
The program reached the breakeven mark after just 4 months, as the Mom Central
Consulting program sold over 25,000 tickets within 9 markets in that time.
70% of the ticket sales driven by Mom Central were from consumers who had never
made a prior purchase for a Disney or Ringling show.
 Online positive sentiment for Ringling Brothers and Barnum and Bailey circus has
increased from 8% to 63%.

FRIGIDAIRE TEST DRIVE
Program Kick Off Summary
May, 2009

Frigidaire Test Drive Program
(let’s let our target do the talking)
Objective…
Build excitement and buzz for the new appliances as they hit floors at retail
and generate chatter about the NEW Frigidaire.
How it works…
40 uber-influencer spokesmoms are the first to try the New Frigidaire –
mom bloggers become ambassadors for the brand and have their friends
asking for the New Frigidaire.
 Moms divided into teams based on their passion
(laundry lovers; freshness fanatics;
connoisseurs of clean; baking betties)
 Bloggers are seeded with monthly tips/product
information to enrich content and frequency of
their posts

“I’m a Frigidaire Test Drive Mom!”

Test Drive Moms are Raving About the
NEW Frigidaire…
“When it comes to appliances I use in my
home, reliability and reputation matter -
which is why I count on Frigidaire, an
appliance brand that has been trusted by
families for generations.”
“These high-performance products by
Frigidaire are not only easy-to-use, but
have incredible time-saving features to
give us moms more free time away from
the kitchen and laundry room. I am
drooling over the six-minute PowerPlus™
preheat time on their ovens…
“And! They’re even standing by their word
and confidence by offering the “More-Me
Time” Guarantee! How cool is that!?”

“I’m breaking up with my old appliances!”
“The new Affinity Laundry
collection includes the Fits-
More™ Dryer that will allow
me to dry the whole family’s
clothes at once.”

“Frigidaire SIMPLIFIES the MOM world.”
CLICK TO
PLAY!

“Buckle up, my pretties—I’m going to take
you along on my Frigidaire adventure!”
CLICK TO
PLAY!

Frigidaire Test Drive Program
(more fun than a mini van!)
 More than 40 blog posts to date before the moms even receive
their appliances!
 Test Drive Moms have posted videos on YouTube, friended
Frigidaire on Facebook and announced their excitement on
their Facebook walls and on Twitter (#FrigidaireTeam)
 Already, moms have be interviewed about their experience as a
Test Drive Mom on BlogTalkRadio, on WUSA newsin
Washington, D.C. and on the “Moms Love Shopping”
Podcast
 Many more results to come!

How “Motrin Moms” illuminates
trends within Social Media

“Motrin Moms” Social Media Timeline
9/30: Online Baby-wearing ad is posted on Motrin.com
11/15 11/15 11/16
•First tweets appear criticizing •Mom bloggers begin to post •McNeil removes ad, responds
ad in-depth critiques of ad via email and posts apology
on site and JNJ blog
11/16 11/16 11/17
•Facebook boycott page posted •Spoof ad posted on YouTube •Mainstream media picks up
story
11/18 11/19 and ongoing Present
•Social Media start to use MM •Marketing, communications •Ongoing coverage on the web,
as a case study and Social Media Conferences print and TV
use MM

Facebook
As Facebook evolves it has become the go-to network for brands to engage and
communicate with their customers. During the Motrin Moms incident, Moms angry with
the Motrin aggregated on Facebook. However, because the pages were created toward
the end of the most virulent protests, there was limited discussion in the comments/wall
post area and the last posts (in January) were not Motrin related at all.
Moms were able to:
 Organize large groups of detractors
 Call other Moms to action
 Vent their frustration
Key Challenges for Motrin:
 Showcase Brand Affinity
 Respond effectively to calls for boycott
 Post apology on boycott page
 Improve reputation and brand perception
 Brand Awareness: Take advantage of a robust, vibrant,
existing community
ROI of Facebook: Number of Friends
SOI of Facebook: Engage strategically on platform where Moms already convene

Mom Blogs
While Twitter spread the Motrin Mom conversation among influencers, it was Mom
Bloggers who initiated the firestorm and Social Media bloggers who continue to use it as
a case study, highlighting the dangers of having no social media plan. Bloggers exert a
lot of sway over consumer opinion and having your own brand blog lets you leverage
this:
Moms were able to:
 Position themselves as thought leaders
 Engage other Moms in conversation and build relationships
 Give feedback
Key Challenges:
 Handle crisis quickly and transparently
 Directly engage with Moms on their own platform
 Put human voices to the brand
 Give customer service and feedback in a positive way
 Differentiate themselves from other brands
ROI of Blogging: Number of unique viewers, page view and reach
SOI of Blogging: Access to engaged, dedicated community

Twitter
“Motrin Moms” showed the power of Twitter, a small but vocal group of detractors could
spread conversation quickly and through large networks of influencers within social media
and to traditional mainstream media.
Moms able to:
 Create a two-way conversations and call other
Moms to action
 Spread information and access to blogs
 Connect with Moms (and Dads) – and join the conversation
Key challenges:
 Show that they were actively listening
 Create a two-way conversations
 Post apology in the medium with the most influential Moms
 Improve Reputation: Be there to “listen” and “react” when people knock your brand
ROI of Twitter: Number of Followers/Number Following/Number of Tweets
SOI of Twitter: Immediate connection with large group of influentials

How optimized your response to a
social media crisis?
 Clear social media response protocol in place: agreed on by C-suite and legal
teams
 Ability to respond in the mediums where key conversation take place:
 People media-trained to speak in social media including blog comments, Facebook and
Twitter, as well as understand all legal and regulatory reporting protocols in doing
 Brand managers with already existing Twitter and Facebook presence and connections,
able to take advantage of the robust, vibrant, existing Motrin-focused individuals and
communities on these platforms
 Engage in two-way conversations, gathering feedback and insights from
impassioned influencers- such as a core group of Mom bloggers
 Proactively improve brand perception by empowering credible internal brand
manager voices: rather than silence being held against the brand as a sign of
indifference or arrogance

In Summary: Quick Best Practices Crisis
Management
 Who needs to team up in both crisis response and strategy development, and
ultimately be of one mind?
o CEO
o Legal
o Communications
 Empower your most credible voices
 Respond in the medium of your critics
 Answer your most influential brand detractors directly
 Don’t hide: authenticity and transparency are the golden rules of brand
engagement in social media

Social Media Listening
 Social media = greatest research tool ever created.
 Most honest, unfiltered feedback you can get from a massive
audience.

Why Listening Matters
1) Listening
 Ongoing listening provides you with a baseline issues management measurement tool to
track specific online discussions taking place on Twitter, blogs, social networking pages,
forums etc. – which provides a more accurate understanding on when and how
discussions turn begin to morph into a crisis.
2) So What?
 Listening tools allow a crisis management team to see spikes in online discussions – and
address them – potentially before they hit the social media crisis tipping point or move
into the mainstream news media.
 Social media listening becomes, in effect, an early warning system for crisis management
and allows brands to tackle issues proactively, rather than reactively.
3) Now What?
 Social media listening provides the tools for a crisis management team to hit the ground
running to address the issue at hand – no more parallel path research on issues, players,
and controversies. In addition, insight into potential crisis issues allows teams to develop
crisis response materials in advance, e.g., statements, draft releases, Q&As, etc.

Your Viral Footprint: How to Begin Listening
To understand your current consumer conversations online your brand should
first evaluate their viral footprint™ -- listening to who is talking about your
brand, what they are saying, and where the discussion on taking place. After
listening to the brand’s consumers online, contextualization identifies
nuanced sentiment, the sphere of influence and detractors of the brand.
o Who is talking about you, and who pays attention to them?
o What do they say? Individually and collectively, what do they talk about?
o Where do the conversations happen? In blogs? Communities or social networks?
Product reviews?
o How do they talk about you? What's the tone of the conversation?
o Why are they talking? What motivates them?

Social Media Listening – National
Entertainment Company

EXECUTIVE SUMMARY
Establishing a Viral Footprint for Our Client: Over the past two months, our MCC team
first honed listening outposts, relying on ten top measurement tools along with an
overlay analysis of blogs, message boards, public forums, and other social media
platforms, to deliver both data and key insights into trends, markets, and consumers
needs and behavior.
Initially, Negative News Dominated Online Conversation:
 Legal difficulties dominated most of the online conversation around our client, and
attracted considerable volumes of impassioned, largely negative coverage. This
significantly shaped how consumers perceived the client’s brand within the social media
landscape.
Tone Shifted Dramatically Once Mom Central Campaigns Launched:
 Prior to the launch of Mom Central Consulting’s viral outreach, blog tour, and live events
for the client, overall tone of coverage for the client ran only 8% positive.
 With the launch of the word of mouth campaign, positive tone for our client increased
to 65%. This social media campaign attracted much more favorable coverage than
general coverage on brand.
 In addition to blogs, Moms receive positive messaging about the brand through Twitter
and forums, reinforcing the brand’s social media strategic vision and highlighting patterns
of intense levels of engagement.
Mom Central Consulting© 2009

MAPPING THE CONVERSATION
What are Where are What are the
Influencers They They Saying Viral Next Steps?
Saying? It? Roadblocks?
Forum &
47
“childhood Blog & Viral
Twitter
Twitter, campaigns
memories”, strategies
Forums, create strong
Enthusiasts significant WOM, needs
create
Flickr and ongoing
personal to be
Blogs national &
stories sustained
local dialogue
More Watch brand
Too passionate,
Twitter and detractors &
expensive,
Detractors “toxic” to the more vocal focus on
Forums positive
environment than
enthusiasts messaging
Moms connect personally with this brand, most stating they remember it from their youth. Conversations
involving this brand occurred primarily on these social media platforms: Twitter, Forums, and Blogs. The
biggest challenge facing our client: to increase the visibility of their brand enthusiasts, join their ongoing
conversations, and carefully watch the brand detractors.

CONVERSATIONAL ANALYSIS OVER TIME
SM Coverage Includes MC Blog Tour
Outreach Sent to MC Outreach Traffic to client website Highest Reach of client
Mostly Personal Highest Coverage of hits peak begins to increase website in 30 days
Stories Negative Issues MC Community
Jan ‘09 2/6/09 2/13/09 2/19/09 2/23/09 3/2/09
Feb ‘09 2/12/09 2/17/09 2/19/09 2/24/09
Legal issues sway MC Viral Outreach Sent to Positive coverage appears Highest proportion of Facebook Pages
online conversation MC Community in Social Media Space positive coverage Launch
Conversations around our client’s brand initially focused predominately on swirling legal
issues, but then shifted dramatically once MCC began our social media strategy with a blog
tour and viral campaign. With the shift in dialogue, the conversational tone changed from
disparaging to positive, as indicated by the red and green events (neutral events depicted in
grey).

ACTIVITY ANALYSIS
Total Reach by Social Media Type
297,610
Our activity analysis shows the
34,244 total number of unique
commentators, critics, and those
32,622 who took some type of action
online. In reality, these numbers
10,483 are dramatically higher, as these
numbers do not take into account
so-called “spectators” or “lurkers”
1,543 who read online content but do
not comment themselves.
For this client, the vast majority of conversation in January and February occurred on Twitter
(79%). This suggests it would be valuable to engage in a stronger brand presence on Twitter,
along with a Twitter-specific campaign to reach the most active discussion for the brand.
Moreover, Twitter should remain a key technology in their overall Social Media Strategy, in
particular as a platform for quickly and easily disseminating messaging to Moms and their
families.
Mom Central Consulting© 2009

KEY CLOSING THOUGHTS
oIt’s not about the number of the impressions, but the impression current
and future consumers have of you
o Brand relationships today are formed by a continuous stream of
conversations that over time create trust
o It’s all about creating and igniting brand enthusiasts
o Moving success metrics from reach to relationships
o With pure scale out and impact in, relationship marketing and achieving
this through social media platforms has emerged as the new paradigm.

Stacy DeBroff, Founder & CEO
MOM CENTRAL CONSULTING
77 Chapel Street
Newton, MA 02458
www.MomCentralConsulting.com
617.244.3002
stacy@momcentral.com
Twitter: @MomCentral