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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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  • 1. You’ve Created a Social Media Campaign — Now What? Measuring the success of social media
  • 2. 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
  • 3. 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
  • 4. 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.”
  • 5. The Preacher vs. The Cab Driver
  • 6. Assumption #1: Yes, This Matters in B2B Source: Forrester Research
  • 7. Assumption #2: Yes, This Matters in the Consumer Space Source: BrandWeek
  • 8. 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
  • 9. Agenda
    • Implementing Social Media Campaigns
    • Approaches to Measuring ROI
    • Social Media Case Studies
    • Summary
  • 10. Implementing Social Media Campaigns Successfully
  • 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. 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
  • 13. 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
  • 14. Approaches to Measuring ROI for Social Media Campaigns
  • 15. The David Meerman Scott Approach
    • What is the ROI of putting your pants on ?
  • 16. The Analytical Approach
  • 17. The “We Know It Works”
  • 18. The Webbed Marketing Scorecard
  • 19. 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
  • 20. 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!
  • 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. Diagnostics
  • 29. Diagnostics
  • 30. Diagnostics
  • 31. Real-Time Blog Buzz With Benchmarks
  • 32. Just Give Me A Number
  • 33. Just Give Me A Number (OK, now I need more details)
  • 34. 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%
  • 35. Case Studies Measuring ROI
  • 36. 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
  • 37. 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
  • 38. Case Study #1 - Moochie & Co.
  • 39. Case Study #1 - Moochie & Co.
  • 40. 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
  • 41. 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
  • 42. Case Study #2 - With a Compelling Hook
    • Highlighting “Bird Poop Facials”
  • 43. Case Study #2 - Setting Goals
    • Branding and awareness
    • Increased site traffic
    • New clients
  • 44. Case Study #2 - SEO Press Release
  • 45. Case Study #2 - Blogger Outreach
  • 46. Case Study #2 - Video
    • The YouTube Geisha Facial video – 20,000+ views
  • 47. Case Study #3 – Romantic Makeover
  • 48. Case Study #3 – Romantic Makeover
  • 49. 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”
  • 50. 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
  • 51. 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
  • 52. Case Study #4 – Media Relations/Awareness
    • Let traditional media drive online efforts
  • 53. 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
  • 54. Case Study #4 –Traffic from Traditional Media Relations, Social Media & Search
  • 55. 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
  • 56. Case Study #4 – Widespread Media Coverage
  • 57. 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
  • 58. Be The Cab Driver!
  • 59. 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!
  • 60. Bill Balderaz Webbed Marketing www.webbedmarketing.com @bbalderaz