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You've Created a Social Media Campaign-Now What?
 

You've Created a Social Media Campaign-Now What?

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Bill Balderaz presents on measuring the success of social media

Bill Balderaz presents on measuring the success of social media

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    You've Created a Social Media Campaign-Now What? You've Created a Social Media Campaign-Now What? Presentation Transcript

    • You’ve Created a Social Media Campaign — Now What? Measuring the success of social media
    • Who is Really Using Social Media?
      • 75% of college students
      • 60% of the wealthy
      • Facebook’s fastest growing demographic is 50+, followed by 41-45 year olds
      • The average Twitter user is 31
      • YouTube’s audience is a perfect representation of the Internet population
    • Brand Focused vs Social Media Focused Brand Focused VS Social Media Focused Brands telling their story Joining a conversation Carefully defined and controlled Consumers defining your brand Being perfect Being genuine
    • 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
    • Assumption #1: Yes, This Matters in B2B Source: Forrester Research
    • Assumption #2: Yes, This Matters in the Consumer Space Source: BrandWeek
    • Using Social Media to Research
      • Twitter – Over 100MM people using Twitter
        • Tweetbeep.com – Twitter keyword alerts
        • www.search.twitter.com – Search on keywords & advanced search (location, keywords, demographics)
        • Use Twellow.com Twitter Directory
      • Google Search – site:facebook.com “webbed marketing”
        • Shows numbers of people with that keyword in their profile
        • Do it for any site. Site:linkedin.com “SEO” +”Columbus”
      • Social Media Aggregator
        • www.whostalkin.com (no “g”)
      • Google Alerts
      • Google Blog Search
      • Google Analytics
    • Agenda
      • Implementing Social Media Campaigns
      • Approaches to Measuring ROI
      • Social Media Case Studies
      • Summary
    • Implementing Social Media Campaigns Successfully
    • 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
    • Determine the Hook
      • Set goals before determining the “hook”
      • Questionnaire to determine need – What gets the participants excited
      • Examples: Free sample, white paper, video, online calculator/application, stunt
    • Determine Distribution Plan
      • Earn your way into distribution
      • Avoid word “Free”
      • Look for specialized networks or “celebrity” bloggers that don’t often get pitched
      • Rate the value of each participant and determine the pitch
    • Approaches to Measuring ROI for Social Media Campaigns
    • 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
    • Consumer Generated Media Analysis
    • Consumer Generated Media Analysis
    • Consumer Generated Media Analysis
    • Consumer Generated Media Analysis
    • Consumer Generated Media Analysis
    • Consumer Generated Media Analysis
    • Diagnostics
    • Diagnostics
    • Diagnostics
    • Real-Time Blog Buzz With Benchmarks
    • Just Give Me A Number
    • Just Give Me A Number (OK, now I need more details)
    • An ROI Calculator Metric Value Spend Social Media Results Total Value ROI Impressions (CPM) $12   100000 $ 1,200   Leads $ 400   40 $ 16,000   Sales $3,000   7 $ 21,000   Total   $10,000   $ 38,200 282%
    • Case Studies Measuring 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
    • 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 #1 - Moochie & Co.
    • Case Study #1 - Moochie & Co.
    • Case Study #2 - 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 #2 - 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 #2 - With a Compelling Hook
      • Highlighting “Bird Poop Facials”
    • Case Study #2 - Setting Goals
      • Branding and awareness
      • Increased site traffic
      • New clients
    • Case Study #2 - SEO Press Release
    • Case Study #2 - Blogger Outreach
    • Case Study #2 - Video
      • The YouTube Geisha Facial video – 20,000+ views
    • Case Study #3 – Romantic Makeover
    • Case Study #3 – Romantic Makeover
    • Case Study #3 – Press Release
      • #1 on Google News for “Hocking Hills”
      • #1 on Google News for “outdoors getaway”
      • #1 on Google News for “vacation contest”
      • #1 on Google News for “worst gift ever”
      • #2 on Google News for “makeover”
      • #5 on Google News for “outdoor vacation”
    • Case Study #3 – Online Promotion
      • Contest on Facebook page to promote contest and host entries and votes
        • 887 fans
        • 151 Total wall posts
        • 139 Contest submissions
        • 559 Total likes/votes
        • 4,242 Total pageviews
    • Case Study #4– National Council (non-profit)
      • A national organization representing mental and behavioral health
      • Goals around media coverage, awareness and membership recruitment and retention
      • Partnering with internal team and other partners
    • Case Study #4 – Media Relations/Awareness
      • Let traditional media drive online efforts
    • Case Study #4 – Media Relations/Awareness
      • The campaign generated a large volume of traffic looking for sources
      • A media alert was drafted and posted on The National Council Web site, and sent to traditional media
    • Case Study #4 –Traffic from Traditional Media Relations, Social Media & Search
    • Case Study #4 – Online Programs Drive Traditional Media Coverage
      • When The National Council built a presence on SecondLife, we pitched it to bloggers
      • Posted to online newswires
      • Communicated via social networks
      • All while the public relations group pitched to traditional media
    • Case Study #4 – Widespread Media Coverage
    • Summary
      • Focus on the goal first
      • Define the end consumer, think beyond the buyer
      • Determine a compelling message
      • Don’t pre-determine channel and creative
      • Measure, measure, measure
    • Be The Cab Driver!
    • 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; remember it’s a dialogue, not a monologue!
    • Bill Balderaz Webbed Marketing www.webbedmarketing.com @bbalderaz