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
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
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
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!
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
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
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
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!