Measuring the Success of Social Media<br />Blog.PegasusLighting.com<br />Facebook.com/Pegasus.Lighting<br />@PegasusLighti...
A Brief History<br />Our first website went live in 1999. We sold a very small number of products & customers had to fax i...
Nov 2010 – new name…new logo…new website<br />April 2011- <br />mobile website<br />
Our Brand<br />
Social Media Objectives<br />We use multiple social media channels to position ourselves as a trusted source of lighting k...
#didyouknow LED lighting does not attract bugs? (Since it doesn’t emit UV rays). Makes it an ideal light source for decks/...
@PegasusLighting hey my puck lights worked out perfectly. Did em this weekend thanks!<br />Nice! RT @BuildingMoxie: @Pegas...
Involving Customers in our New Website Design Proved Successful<br />Using social media to both prepare our customers for ...
Measuring Success<br />It was important to us that the time we spent using social media was providing a return on our inve...
Facebook Insights is a free tool to show your engagement and demographics of your Facebook “likes.”<br />
Since introducing our blog we have seen 10-20% month-over-month growth in visits. We also use Facebook and Twitter to prom...
Klout provides attempts to score your Twitter and Facebook influence by taking into account your engaged audience (not jus...
Measuring Success<br />It was important to us that the time we spent using social media was providing a return on our inve...
Brand Mention in Keyword Traffic<br />The use of our company name in search engine keyword traffic increased 17% over the ...
Measuring Success<br />It was important to us that the time we spent using social media was providing a return on our inve...
Website Visits<br />The growth of our social media accounts, tied together with our increased brand awareness, provided a ...
Measuring Success<br />It was important to us that the time we spent using social media was providing a return on our inve...
We also experienced increases in our conversion rate (9%) and number of orders (25%) when comparing our website performanc...
How Do We Use The Data?<br />We analyze a number of different factors to determine what type of content will be valuable t...
What Are Your Success Metrics?<br />PegasusLighting.com<br />Blog.PegasusLighting.com<br />Facebook.com/Pegasus.Lighting<b...
Upcoming SlideShare
Loading in …5
×

Measuring the Success of Social Media

387 views

Published on

I gave this presentation at the 2011 Internet Retailer conference in San Diego, CA on June 17, 2011. I was asked to present ways that Pegasus Lighting, my company, uses metrics/data to determine whether or not its social media marketing efforts are successful or not.

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
387
On SlideShare
0
From Embeds
0
Number of Embeds
13
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide
  • Welcome, and thanks for coming today…especially this last session of the last day. My name is Chris Johnson and I am a VP with Pegasus Lighting, an online lighting retailer. I am directly responsible for our IT infrastructure, including our e-commerce platform, and marketing. I have been with Pegasus since April 2007.Today I am going to discuss three things:How we use social media in our marketing toolboxWhat metrics we use to measure its impact to our company,The changes that we make to our social media efforts based on the data that we are seeing.My talk today is really a case study of what we do and is not meant to be a presentation defining what you should do. Your use of social media and the metrics you may or may not use to define your success might be different.
  • Pegasus Lighting is a division of Edison Lighting Systems. Edison was founded by Dr. Thomas Farin in 1987 selling energy-efficient lighting products to facilities – such as hospitals, factories, etc. In 1993, Dr. Farin also started Pegasus Associates (now known as Pegasus Lighting). Pegasus started as a lighting rep agency representing lighting manufacturers. Then in 1999 we created our very first website, PegasusAssociates.com, shown here courtesy of the WayBack Machine. A very modern design. As of that very first website we became an online retailer and all of our focus and energy moved in that direction. Customers could order by printing and faxing their order form…ahh…the good ol’ days.We became a true e-commerce website over the 2002 Thanksgiving weekend when we implemented an in-house, custom-built shopping cart and the online orders started pouring in.In October 2007 we migrated our website to Yahoo Web Hosting and the Yahoo shopping cart. Starting in January 2008 we began using Stone Edge Order Manager for our inventory and order management. Up to then we had been using a combination of Quickbooks and a custom-built order management program.In 2007 and in 2008 we were named one of the Top 100 fastest-growing private companies in the Pittsburgh area.
  • Just recently, in November 2010, we made some major changes. We changed our name to Pegasus Lighting Moved to PegasusLighting.com Migrated from Yahoo Web Hosting to the Yahoo Store Editor platform And, we completely revamped our website architecture and design while introducing a number of new features to our website…like product reviews.This past April we went mobile.
  • We at Pegasus Lighting have 3 core objectives:We sell “Unique Lighting Products for Your Special Needs”We strive to provide our customers with outstanding customer service that they will not soon forgetAnd, we want our website visitors to have a learning experience in lighting.This is how we define the Pegasus Lighting brand and it drives the business decisions that we make, including the products that we sell, our website design and feature set, and our marketing.
  • In June 2009 we began using social media as a part of our overall marketing plan. We introduced a blog, a Facebook page, and a Twitter handle and we looked to our brand to define for us our social media messaging.Our primary objective was to provide our social media network with valuable lighting information. We have a lot of great content on our main e-commerce site – lighting tips, faqs, product information – and I wanted to more proactively share that knowledge. Plus, there are a lot of other great lighting websites out there and I wanted to share that content as well. In fact, most of our social media content sharing bring people to other websites and not to us. I felt that doing this was important so that our social network would come to view us a trusted source of lighting knowledge. This matches our “learning experience in lighting” core objective perfectly.My secondary objective was to provide multiple touch points to our company for our customers. I wanted to provide the opportunity for our customers to communicate with us in whatever method or medium they chose. That did not need to be through our own website.We do also offer discounts through our social media channels but they are very infrequent. My goal was not to use social media as a direct selling tool but rather an indirect selling tool. I wanted to cultivate relationships with our customers, more strongly associate our brand with lighting expertise, and reach to out to new customers that may never have heard of us before.In addition to our blog, Facebook, and Twitter, just this past spring we began creating lighting videos to upload to our YouTube channel and we are continuing to explore new ways to use LinkedIn as both a company and as individuals connecting to other lighting professionals and our business customers.
  • As I said before, our primary focus with social media is to provide lighting information, including news and trends. These are 3 sample tweets from our @PegasusLighting handle to our followers. In one tweet we send people to our blog as we answer a common question – how many under cabinet lights do I need – in another we share a neat fact about LED lighting, and finally we are sharing a tweet from the @LightNowBlog handle about CFLs.
  • However, social media also allows us to engage with current customers and create relationships with future ones. In these tweets a current customer, @BuildingMoxie, lets us know that the puck lights they recently purchased were installed and they work great. One of @BuildingMoxie’s social network connections retweets that and says “Nice!” Then, someone else jumps into the fray and asks us whether we sell LED puck lights. We answer that we do and then share the URL driving this new potential customer, @jodmentum, to our website. Even if there is no direct purchase, we now have a new relationship that we created and extended our brand to more people all through both our and other’s social network.
  • As I said earlier, last November we introduced a brand new website design and new URL. It was a huge change and it was one that was over a year in the making.Staring in February 2010, we used all of our social media channels to both prepare our customers for the upcoming changes, and to ask them for their feedback on our design templates and mockups. We did this prior to any actual coding taking place, so that we could change design if necessary based upon their comments.During the beta phase of our new design we again used social media to ask our customers to visit and use the new site, and changes were made based on their feedback. When a single tweet can communicate something to thousands of followers, it was important to us that we took an interactive approach to our new website, and made sure to include our customers in the process. Using social media helped us to achieve this very important goal.Prior to our latest redesign, our last major design change was in October 2007. At that time, after the new design had gone live we started to hear some negative feedback from customers. With our our most recent 2010 redesign, not one negative comment was sent to us. Not only that, after our new design went live, our conversion rate jumped 30% and time spent on site went up 25%. Success!
  • When we began using social media it was important to quantify that time investment and develop some sort of idea on whether that time spent was valuable or not. However, since I did not have a stated goal of directly increasing sales through social media marketing I never viewed direct revenue earned through social media as a part of my KPIs.So, what metrics do we use to measure our social media success and what tools do we use to review those metrics?We look at our social media account growth, customer engagement with us through social media and our website, and the use of our brand name in both organic and paid keyword traffic to our website (e.g., pegasus under cabinet lights, pegasus lights, etc.). We use a combination of Google Analytics, Facebook Insights, Feedburner, and Klout to help us monitor these metrics.However, as I reviewed my primary KPIs, I did find a positive correlation to our website visits and sales. So, while I was not tracking direct revenue earned, it did seem we were seeing higher sales since introducing social media channels.
  • First I am going to review the tools that we use to track our social media account growth…the best part is that these tools are free.This is a screen shot from one of my Facebook Insights reports. As the creator and administrator of the Pegasus Lighting Facebook Page I have access to this free tool from Facebook. Here I am able to see my growth over time, the demographics of my Facebook likes, and whether or not my likes are engaging with us through comments, reading our Facebook posts, and sharing.
  • This is a screen shot from Google Analytics showing visits to our blog from July 1 2009 to November 2010 right before we made our URL change. Since introducing our blog we have seen 10-20% month over month growth in visits.We also share our blog posts through our Facebook and Twitter accounts and we use Google Feedburner for our RSS feed. Feedburner tells me the number of RSS subscribers over time and views of our posts in the RSS feed itself.
  • These are screen shots from Klout. Klout attempts to score your Twitter and Facebook influence by taking in to account your engaged audience – not just the number of followers. They measure your influence based on any retweets, likes, comments, whether or not someone adds you to their Twitter list, messages, and follows. Using Klout I am able to measure my influence over time and tailor my messaging based upon the ebb and flow of my Klout score. As you can see my Klout score and network influence does go up and down.
  • Since June 2009 we have seen growth in our social media accounts as well as engagement with us through our different social media channels. Did any of this work help to drive brand mention and traffic to our website? Yes.
  • Using Google Analytics I have been able to see that the use of our brand or company name in search engine keyword traffic (both paid and organic) has increased 17% over the period before Pegasus Lighting’s social media marketing. This happened over a period of time where we made no other major marketing campaigns other than social media. It does seem that we have had increased brand awareness. This is a solid return for us.
  • Clearly we had an increase in the number of visits to our website using our brand name, but did we see an overall increase in traffic to our website as well? Yes.
  • Again, using Google Analytics, I determined that the growth of our social media accounts, together with our increased brand awareness, helped to provide a 15% increase in traffic to our website.
  • Finally, did all of this help sales? It does seem that there was an indirect relationship.
  • The screenshot above shows our website conversion rate from Jul 2009 to Oct 2010 compared to the previous time period. While the line graph is a little hard to read and looks more like an EKG, the numbers below do show a 9% increase in our conversion rate and a 25% increase in our number of orders.Again, while my objective was never to directly generate revenue from our social media accounts, it does seem that using social media has indirectly helped us by increasing our brand awareness and driving additional traffic to our site. From Jul 2009 to Oct 2010 we had no major new marketing campaigns and no major changes to our website. Of course there are a lot of variables that go into driving website traffic and sales, but I am comfortable saying that I do believe that social media was a big part of these positive changes.I have not shown more recent data because in Nov 2010 was when we changed our URL and website design and there are a lot more variables to consider and I am not able to easily compare time periods prior to our new URL.
  • Not only do we use the prior data to help us figure out how social media is impacting our business, we also use it to help us “tweak” our social media messaging based upon the reactions we receive from our social network. We look at our retweets and likes, the traffic increases or decreases that occur, and what engagement we are seeing from our customers to help drive the type of content we post to our blog and share with our Facebook likes and Twitter follower, as well as the frequency of our posts in the different channels.Moreover, we are using this data to help us create our new YouTube lighting videos.
  • Thank you very much for your time and attention today. I hope that you had a great week here in San Diego and I am open to any and all questions. In addition, I invite you to follow Pegasus Lighting, myself or Emily, our ecommerce and marketing specialist.
  • Measuring the Success of Social Media

    1. 1. Measuring the Success of Social Media<br />Blog.PegasusLighting.com<br />Facebook.com/Pegasus.Lighting<br />@PegasusLighting<br />@EmilyatPegasus<br />Chris Johnson<br />@ChrisatPegasus<br />Vice President<br />Pegasus Lighting<br />
    2. 2. A Brief History<br />Our first website went live in 1999. We sold a very small number of products & customers had to fax in an order form. Thanks to the WayBack Machine for the above image of our first website.<br />
    3. 3. Nov 2010 – new name…new logo…new website<br />April 2011- <br />mobile website<br />
    4. 4. Our Brand<br />
    5. 5. Social Media Objectives<br />We use multiple social media channels to position ourselves as a trusted source of lighting knowledge & to give us the chance to increase engagement with our customers.<br />
    6. 6. #didyouknow LED lighting does not attract bugs? (Since it doesn’t emit UV rays). Makes it an ideal light source for decks/patios!<br />Well said. From the @LightNowblog: Why are CFLs scary and household chemicals like ammonia are not? http://ow.ly/4hdWz<br />“How many under cabinet light do I need?” Our answer to this frequently-asked question is on the blog: http://bit.ly/gHnZNy<br />Our primary focus with social media is to provide valuable lighting information, news, and trends (not to only sell our lighting products).<br />
    7. 7. @PegasusLighting hey my puck lights worked out perfectly. Did em this weekend thanks!<br />Nice! RT @BuildingMoxie: @PegasusLighting hey my puck lights worked out perfectly. Did em this weekend thanks!<br />@DoverProjects @BuildingMoxie @PegasusLighting what kind of puck lights? Are they LED #SearchingInVain<br />@BuildingMoxie Great!! And @jodmentum, We do have LED puck lights – check them out! http://ow.ly/3GMG5<br />@PegasusLighting thanks!<br />Twitter allows us to engage with our current customer (@BuildingMoxie) & through her social network develop a relationship with another potential customer (@jodmentum).<br />
    8. 8. Involving Customers in our New Website Design Proved Successful<br />Using social media to both prepare our customers for the new design and new company name and URL proved successful. Our website conversion rate jumped 30% and the average time a visitor spent on our site increased over 25%.<br />
    9. 9. Measuring Success<br />It was important to us that the time we spent using social media was providing a return on our investment. However, our success metric was never a revenue target. Higher direct sales from social media was not our objective. Rather we looked for growth in our social media accounts and brand mention in keyword traffic to our website. We then saw that these KPIs did help overall website traffic and provide an assist in sales.<br />
    10. 10. Facebook Insights is a free tool to show your engagement and demographics of your Facebook “likes.”<br />
    11. 11. Since introducing our blog we have seen 10-20% month-over-month growth in visits. We also use Facebook and Twitter to promote our blog and share our posts.<br />Blog Visits<br />
    12. 12. Klout provides attempts to score your Twitter and Facebook influence by taking into account your engaged audience (not just number of followers) – based on retweets, likes, comments, lists, messages and follows.<br />
    13. 13. Measuring Success<br />It was important to us that the time we spent using social media was providing a return on our investment. However, our success metric was never a revenue target. Higher direct sales from social media was not our objective. Rather we looked for growth in our social media accounts and brand mention in keyword traffic to our website. We then saw that these KPIs did indirectly help overall website traffic and provide an assist in sales.<br />
    14. 14. Brand Mention in Keyword Traffic<br />The use of our company name in search engine keyword traffic increased 17% over the previous time period, an indication that social media had enhanced brand awareness.<br />
    15. 15. Measuring Success<br />It was important to us that the time we spent using social media was providing a return on our investment. However, our success metric was never a revenue target. Higher direct sales from social media was not our objective. Rather we looked for growth in our social media accounts and brand mention in keyword traffic to our website. We then saw that these KPIs did indirectly help overall website traffic and provide an assist in sales.<br />
    16. 16. Website Visits<br />The growth of our social media accounts, tied together with our increased brand awareness, provided a 15% increase in our overall website traffic.<br />
    17. 17. Measuring Success<br />It was important to us that the time we spent using social media was providing a return on our investment. However, our success metric was never a revenue target. Higher direct sales from social media was not our objective. Rather we looked for growth in our social media accounts and brand mention in keyword traffic to our website. We then saw that these KPIs did indirectly help overall website traffic and provide an assist in sales.<br />
    18. 18. We also experienced increases in our conversion rate (9%) and number of orders (25%) when comparing our website performance before and after social media. <br />
    19. 19. How Do We Use The Data?<br />We analyze a number of different factors to determine what type of content will be valuable to our target audience.<br />
    20. 20. What Are Your Success Metrics?<br />PegasusLighting.com<br />Blog.PegasusLighting.com<br />Facebook.com/Pegasus.Lighting<br />@PegasusLighting<br />@ChrisatPegasus<br />@EmilyatPegasus<br />

    ×