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You've Created a Social Media Campaign - Now What? Measuring the success of social media

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Webbed Marketing PRSA Presentation from the July luncheon event. Amy Marshall and Bill Balderaz from Webbed Marketing present on how to measure the success of a social media campaign. ...

Webbed Marketing PRSA Presentation from the July luncheon event. Amy Marshall and Bill Balderaz from Webbed Marketing present on how to measure the success of a social media campaign. http://www.webbedmarketing.com

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You've Created a Social Media Campaign - Now What? Measuring the success of social media Presentation Transcript

  • 1. You’ve Created a Social Media Campaign — Now What?Measuring the success of social media!
    Amy Marshall & Bill Balderaz
    Webbed Marketing
    www.webbedmarketing.com
  • 2. Brand Focused vs Social Media Focused
  • 3. Brand Focused vs. Social Media Focused
    “Yes it generated 2 MM impressions, 400 leads and 50 sales, but it has the wrong color blue in the logo.”
  • 4. The Preacher vs. The Cab Driver
  • 5. Agenda
    Is Social Media Marketing For You?
    Set Clear Goals
    Approaches to Tracking Online Marketing
    Social Media Case Studies
    Summary
  • 6. Is Social Media Marketing For You?
  • 7. Is Social Media Marketing for You?
    Are you goal-oriented?
    Can you fast track legal, marketing and branding concerns?
    Is it okay if EVERYONE hears about this program?
    Can you stand behind your product and program in the face of criticism?
    Can you be edgy?
  • 8. Assumption #1: Yes, This Matters in B2B
    Source: Forrester Research, January 2009
  • 9. Assumption #2: Yes, This Matters in the Consumer Space
    Source: BrandWeek
  • 10. Set Clear Goals
  • 11. Clear Goals
    Can’t measure “more buzz”
    Define measurable metrics – 16 media placements, 40 relevant links, increase sales 12%
    Take baseline metrics before campaign starts
    SEO metrics, Social Media metrics
    Break metrics down into quantifiable goals
    Mentions in blogs, social networks, links to the site…
    You can quantify metrics
  • 12. Approaches to Tracking Social Media
    Scorecard
  • 13. The David Meerman Scott Approach
    What is the ROI of putting your pants on?
  • 14. The Analytical Approach
  • 15. The “We Know It Works”
  • 16. The Webbed Marketing Scorecard
  • 17. The Webbed Marketing Scorecard
    Tracks “micro goals” that funnel into strategic goals
    In bound links, blog mentions, presence on social networks, traffic numbers, web mentions and other measurable metrics funnel into strategic goals
    Provide real evidence of measurable improvement
    Provide direction on where to focus efforts
  • 18. Spiderfly
    Marketing Communications & Customer Service: How do I identify individual influencers and also aggregate volume, demographics, tonality and velocity of social media?
    Internet Marketing Team: How do I diagnose key social media and search metrics for my website and my competitors’ sites?
    Public Relations: What is my real time blogger buzz, and how does that benchmark against my historical performance and competitors?
    CEO: Just give me one number!
  • 19. Consumer Generated Media Analysis
  • 20. Consumer Generated Media Analysis
  • 21. Consumer Generated Media Analysis
  • 22. Consumer Generated Media Analysis
  • 23. Consumer Generated Media Analysis
  • 24. Consumer Generated Media Analysis
  • 25. Consumer Generated Media Analysis
  • 26. Consumer Generated Media Analysis
  • 27. Consumer Generated Media Analysis
  • 28. Consumer Generated Media Analysis
  • 29. Diagnostics
  • 30. Diagnostics
  • 31. Diagnostics
  • 32. Real Time Blog Buzz With Benchmarks
  • 33. Just Give Me A Number
  • 34. Just Give Me A Number (Okay now I need more details)
  • 35. An ROI Calculator
  • 36. Social Media Case StudiesMeasuring ROI
  • 37. Case Study #1 - Moochie & Co.
    A specialty web and mall pet gift and accessories retailer
    Highly targeted market, highly competitive industry, limited advertising budget
    Consumers and influencers are heavy web users
  • 38. Case Study #1 - Moochie & Co.
    Press releases timed with high search volume, high media attention topics
    “I Love My Mommy” t-shirt near Mother’s Day
    “Take Your Dog to Work” campaign
    “I Have Two Daddies” campaign
    “MySpace for Cats & Dogs”
    Highly targeted market, highly competitive industry, limited advertising budget
  • 39. Case Study #1 - Moochie & Co.
  • 40. Case Study #1 - Moochie & Co.
  • 41. Case Study #2 - Hatteras Cash Cow
  • 42. Case Study #2 - Hatteras Cash Cow
  • 43. Case Study #3 - Shizuka New York
    Located in Midtown Manhattan
    Cosmetology & skin care with “Eastern Holistic Knowledge”
    Featured in international media including Marie Claire, Shape, Vogue, and Harpers Bazaar
  • 44. Case Study #3 - Shizuka New York
    Following Word of Mouth program:
    Mention on Jay Leno
    Mention on CNN
    Home page of CNN.com
    E! “The Soup”
    The Hollywood Reporter
  • 45. Case Study #3 - With a Compelling Hook
    Highlighting “Bird Poop Facials”
  • 46. Case Study #3 - Setting Goals
    Branding and awareness
    Increased site traffic
    New clients
  • 47. Case Study #3 - SEO Press Release
  • 48. Case Study #3 - Blogger Outreach
  • 49. Case Study #3 - Video
    The YouTube Geisha Facial video – 18,000+ views
  • 50. Case Study #3 - Other Results
    Site traffic
    Inbound links
    Web results
  • 51. Case Study #3 - Site Traffic
    From March to June traffic increased more than 60%
    Traffic increased from all sources
    Inbound links increased from 529 to 1,109
  • 52. Case Study #3 - Web Results
    Ice Rocket web results were at 3,960 at the beginning of May and are now up to 20,700
  • 53. Summary
    Start with a strategic goal
    • more sales, leads, or media awareness
    Break those into measurable “micro-goals”
    • inbound links, website traffic, blogger mentions
    Create a baseline scorecard
    Correlate progress against the strategic against progress on “micro-goals”
  • 54. Take Aways
    Listening is more important than talking
    Don’t think about numbers for the sake of numbers, correlate numbers to business objectives
    Influence the influencers
    Join the conversation, just remember it’s a dialogue, not a monologue!
  • 55. Be The Cab Driver!
  • 56. For More Information
    www.webbedmarketing.com
    @amymarshall or @bbalderaz
    amarshall@webbedmarketing.com or bbalderaz@webbedmarketing.com