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

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

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

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 - 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 – 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

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

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