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Measuring Social Media ROI - Meteor Solutions Webinar

How to track, measure, and calculate Social Media ROI. Includes case studies and simple models.

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Measuring Social Media ROI - Meteor Solutions Webinar

  1. 1. The ROI of social media<br />Meteor Webinar – 10/29/2009<br />10/29/2009<br /><br />1<br />
  2. 2. Introduction<br />Ben Straley, Meteor Solutions CEO<br />Leading Technology Platform for Tracking and Activating Earned Media<br />Brands Using Meteor Include:<br />10/29/2009<br /><br />2<br />
  3. 3. Online Advertising Is Changing…<br />10/29/2009<br />CONFIDENTIAL<br /><br />3<br />Build Site and Create Content<br />Buy Ads<br />SEO and Paid Search<br />Tracking and Optimization<br />Tracking and Optimization<br />
  4. 4. Today Marketing Success Is Earned<br />Paid Media (Ads)<br />Owned Media<br />Earned Media<br />
  5. 5. The Bigger Picture<br />10/29/2009<br /><br />5<br />Source: Meteor Solutions data from &gt;15 sites spanning games, mobile, technology, and travel sites.<br />
  6. 6. Does It “Move the Needle”?<br />10/29/2009<br /><br />6<br />+<br />+<br />Valuable Visitors<br /><ul><li>1.5x – 4x Conversion Lift
  7. 7. Loyal Fans</li></ul>(source: Meteor Solutions, Razorfish)<br />Growth Potential<br /><ul><li>Twitter is Third-Largest Referrer of Traffic to Etsy(source:
  8. 8. Facebook is Top Referral Source to (source:</li></ul>Lots of Traffic<br /><ul><li>15-20% of Unique Visitors from “Earned” Links </li></ul>(source: Meteor Solutions)<br />
  9. 9. So How Do I Measure Its Value and ROI?<br />10/29/2009<br /><br />7<br />
  10. 10. Recommendation #1<br />Be Clear About Your Objectives and Set Expectations Accordingly<br />10/29/2009<br /><br />@meteorsolutions<br />8<br />
  11. 11. Awareness = Sheep + LEDs<br />Brand/Product Page<br />Video<br />10/29/2009<br /><br />9<br />
  12. 12. See? It Works!<br />&gt; 8MM Video Views (6MM in First 2 Weeks)<br />&gt; 3K Tweets About Video on Twitter<br />Blog Mentions<br />Search Volume<br />Video Posted to You Tube (3/16/2009)<br />
  13. 13. Or Does It?<br />Video Posted to YouTube<br />
  14. 14. Recommendation #2<br />Track and Measure What You Can. There Are Free Tools That Make It Simple and Easy to Quantify Impact and ROI.<br />10/29/2009<br /><br />@meteorsolutions<br />12<br />
  15. 15. Quantifying Impact Using Twitter and<br />10/29/2009<br /><br />13<br /><br />
  16. 16. Twitter Activity<br />10/29/2009<br /><br />14<br />Useful, relative measure of content “reach”<br />
  17. 17. Click Trends<br />10/29/2009<br /><br />15<br />
  18. 18. @meteorsolutions Stats<br />Avg. Clicks per Tweet: 13<br />Number of Followers: 184<br />Click-Through Rate: 7.1%<br />Avg. Total Clicks per Tweet ( 2,698<br />Avg. % of Total Clicks per Tweet ( .6%<br />10/29/2009<br /><br />16<br />
  19. 19. Click-Through Rate = Effectiveness<br />10/29/2009<br /><br />@meteorsolutions<br />17<br /><ul><li>Click-through rate declines as the number of followers increases.</li></ul>My Click-Through Rate = (My Clicks) / (My Followers)<br />
  20. 20. Click-Share = Influence<br />10/29/2009<br /><br />@meteorsolutions<br />18<br /><ul><li>The higher your click-share, the more influence you have relative to others sharing the same content.</li></ul>Twitter Click-Share = (My Clicks) / (Total Clicks)<br />
  21. 21. Recommendation #3<br />Go Beyond Listening, Counting Mentions, and Tracking “First Clicks”. Capture the Full Scope of Your Program’s Impact.<br />10/29/2009<br /><br />@meteorsolutions<br />19<br />
  22. 22. Case Study: The Multiplier Effect<br />10/29/2009<br />Proprietary and Confidential. Patents Pending. <br />GOAL: <br /><ul><li>Accelerate awareness and excitement around Game Launch</li></ul>STRATEGY AND PLAN:<br /><ul><li>Display Advertising Directing Traffic to Viral Promotion</li></ul>TACTICS:<br /><ul><li>Drive traffic with ads and word of mouth
  23. 23. Video series encourages repeat visits and WOM
  24. 24. Community “unlock” of video content fuels sharing.</li></li></ul><li>Game Campaign Results<br />
  25. 25. Direct Referrals to Site<br />10/29/2009<br />Proprietary and Confidential. Patents Pending. <br />The common view of sources of traffic…<br />
  26. 26. “Earned” Referrals to Site<br />
  27. 27. 37%<br />That’s the % of Unique Visitors That Came from Earned Referrals Over The Life of This Campaign.<br />And…<br />We’re Seeing Some Sites Drive The Majority of Their Traffic This Way<br />10/29/2009<br /><br />24<br />
  28. 28. But Wait, There’s More!<br />Remember this statistic?<br />“Visits from Shared Links Can Convert Up to 4X More Than Paid Media” (Razorfish)<br />10/29/2009<br /><br />25<br />
  29. 29. A Few Basic Calcs<br />Traffic Value<br />Value of Visit: $2.50<br />Number of Direct Visits: 10,000<br />Value of Direct Visits: $2.50 * 10,000 = $25,000<br />New Customer Value<br />Value of Conversion: $50.00<br />Number of Direct Conversions: 1,000<br />Value of Direct Conversions: $50.00 * 1,000 = $50,000 <br />10/29/2009<br /><br />@meteorsolutions<br />26<br />
  30. 30. Paid + Earned Media ROI Model<br />Traffic Value<br />Value of Visit: $2.50<br />Number of Direct Visits: 10,000<br />Value of Direct Visits: $2.50 * 10,000 = $25,000<br />Number of Earned Visits: 2,000<br />Value of Earned Visits: $2.50 * 2,000 = $5,000<br />Customer Value<br />Value of Conversion: $50.00<br />Number of Direct Conversions: 1,000<br />Value of Direct Conversions: $50.00 * 1,000 = $50,000<br />Number of Earned Conv.: 200<br />Value of Earned Conv.: $50.00 * 200 = $10,000 <br />10/29/2009<br /><br />@meteorsolutions<br />27<br />
  31. 31. Earned Media ROI<br />Earned Media ROI (Visits)<br />2,000 * $2.50 / 10,000 * $2.50 = 20%<br />Earned Media ROI (Conversions)<br />200 * $50.00 / 1,000*$50.00 = 20%<br />10/29/2009<br /><br />@meteorsolutions<br />28<br />
  32. 32. Tracking Earned Media ROI by Tactic/Channel<br />10/29/2009<br /><br />@meteorsolutions<br />29<br />
  33. 33. Take-Aways<br />Earned Media is a Key Determinant of Campaign Success<br />Tracking and Measurement Can Be Simple and Inexpensive<br />Measurement Leads to Optimization of Campaign Performance<br />10/29/2009<br /><br />30<br />
  34. 34. November Webinar<br />“Campaign Activation - How to Attract an Audience and Drive Engagement”<br />Best Practices<br />Tips and Tricks<br />Optimization Methods<br />Case Studies<br />Wednesday, November 19th, 11AM PST<br />10/29/2009<br /><br />@meteorsolutions<br />31<br />
  35. 35. How To Reach Me<br />Website:<br />Blog:<br />Twitter: @MeteorSolutions<br />Ben Straley, CEO<br /><br />206.859.3563<br />(866) 677-0604<br />10/29/2009<br /><br />32<br />