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

You’ve Created a Social Media Campaign — Now What?Measuring the success of social media!
Amy Marshall & Bill Balderaz
Webbed Marketing
www.webbedmarketing.com

Brand Focused vs Social Media Focused

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.”

The Preacher vs. The Cab Driver

Agenda
Is Social Media Marketing For You?
Set Clear Goals
Approaches to Tracking Online Marketing
Social Media Case Studies
Summary

Is Social Media Marketing For You?

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?

Assumption #1: Yes, This Matters in B2B
Source: Forrester Research, January 2009

Assumption #2: Yes, This Matters in the Consumer Space
Source: BrandWeek

Set Clear Goals

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

Approaches to Tracking Social Media
Scorecard

The David Meerman Scott Approach
What is the ROI of putting your pants on?

The Analytical Approach

The “We Know It Works”

The Webbed Marketing Scorecard

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

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!

Consumer Generated Media Analysis

Diagnostics

Real Time Blog Buzz With Benchmarks

Just Give Me A Number

Just Give Me A Number (Okay now I need more details)

An ROI Calculator

Social Media Case StudiesMeasuring ROI

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

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

Case Study #2 - Hatteras Cash Cow

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

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

Case Study #3 - With a Compelling Hook
Highlighting “Bird Poop Facials”

Case Study #3 - Setting Goals
Branding and awareness
Increased site traffic
New clients

Case Study #3 - SEO Press Release

Case Study #3 - Blogger Outreach

Case Study #3 - Video
The YouTube Geisha Facial video – 18,000+ views

Case Study #3 - Other Results
Site traffic
Inbound links
Web results

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

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

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”

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!

Be The Cab Driver!

For More Information
www.webbedmarketing.com
@amymarshall or @bbalderaz
amarshall@webbedmarketing.com or bbalderaz@webbedmarketing.com