You’ve Created a Social Media Campaign — Now What?Measuring the success of social media!<br />Amy Marshall & Bill Balderaz...
Brand Focused vs Social Media Focused<br />
Brand Focused vs. Social Media Focused<br />“Yes it generated 2 MM impressions, 400 leads and 50 sales, but it has the wro...
The Preacher vs. The Cab Driver<br />
Agenda<br />Is Social Media Marketing For You?<br />Set Clear Goals<br />Approaches to Tracking Online Marketing<br />Soci...
Is Social Media Marketing For You?<br />
Is Social Media Marketing for You?<br />Are you goal-oriented?<br />Can you fast track legal, marketing and branding conce...
Assumption #1: Yes, This Matters in B2B<br />Source: Forrester Research, January 2009<br />
Assumption #2: Yes, This Matters in the Consumer Space<br />Source: BrandWeek<br />
Set Clear Goals<br />
Clear Goals<br />Can’t measure “more buzz”<br />Define measurable metrics – 16 media placements, 40 relevant links, increa...
Approaches to Tracking Social Media<br />Scorecard<br />
The David Meerman Scott Approach<br />What is the ROI of putting your pants on?<br />
The Analytical Approach<br />
The “We Know It Works”<br />
The Webbed Marketing Scorecard<br />
The Webbed Marketing Scorecard<br />Tracks “micro goals” that funnel into strategic goals<br />In bound links, blog mentio...
Spiderfly<br />Marketing Communications & Customer Service: How do I identify individual influencers and also aggregate vo...
Consumer Generated Media Analysis<br />
Consumer Generated Media Analysis<br />
Consumer Generated Media Analysis<br />
Consumer Generated Media Analysis<br />
Consumer Generated Media Analysis<br />
Consumer Generated Media Analysis<br />
Consumer Generated Media Analysis<br />
Consumer Generated Media Analysis<br />
Consumer Generated Media Analysis<br />
Consumer Generated Media Analysis<br />
Diagnostics<br />
Diagnostics<br />
Diagnostics<br />
Real Time Blog Buzz With Benchmarks<br />
Just Give Me  A Number<br />
Just Give Me  A Number (Okay now I need more details)<br />
An ROI Calculator<br />
Social Media Case StudiesMeasuring ROI<br />
Case Study #1 - Moochie & Co.<br />A specialty web and mall pet gift and accessories retailer <br />Highly targeted market...
Case Study #1 - Moochie & Co.<br />Press releases timed with high search volume, high media attention topics<br />“I Love ...
Case Study #1 - Moochie & Co.<br />
Case Study #1 - Moochie & Co.<br />
Case Study #2 - Hatteras Cash Cow<br />
Case Study #2 - Hatteras Cash Cow<br />
Case Study #3 - Shizuka New York<br />Located in Midtown Manhattan<br />Cosmetology & skin care with “Eastern Holistic Kno...
Case Study #3 - Shizuka New York<br />Following Word of Mouth program:<br />Mention on Jay Leno<br />Mention on CNN<br />H...
Case Study #3 - With a Compelling Hook<br />Highlighting “Bird Poop Facials”<br />
Case Study #3 - Setting Goals<br />Branding and awareness<br />Increased site traffic<br />New clients <br />
Case Study #3 - SEO Press Release<br />
Case Study #3 - Blogger Outreach<br />
Case Study #3 - Video<br />The YouTube Geisha Facial video – 18,000+ views<br />
Case Study #3 - Other Results<br />Site traffic<br />Inbound links<br />Web results<br />
Case Study #3 - Site Traffic<br />From March to June traffic increased more than 60%<br />Traffic increased from all sourc...
Case Study #3 - Web Results<br />Ice Rocket web results were at 3,960 at the beginning of May and are now up to 20,700<br />
Summary<br />Start with a strategic goal<br /><ul><li>more sales, leads, or media awareness</li></ul>Break those into meas...
Take Aways<br />Listening is more important than talking<br />Don’t think about numbers for the sake of numbers, correlate...
Be The Cab Driver!<br />
For More Information<br />www.webbedmarketing.com<br />@amymarshall or @bbalderaz<br />amarshall@webbedmarketing.com or bb...
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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. http://www.webbedmarketing.com

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

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

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