You Have Fans. Now What?  Social Media Engagement, Measurement & ROI                        March 8, 2012       Jamie Dukl...
Introduction: Inspirato• Launched January 1, 2011• Fastest growing luxury  destination club• 127 residences in 41 destinat...
Introduction: Booyah                    Social               Mobile                                       Advertising     ...
Overview• Goals    Benchmarks    Determining Goals• Social Marketing Landscape    Paid, Earned & Owned• Engagement    Post...
Social Media: It’s Not Magic
Email Marketing is Similar to Facebook Marketing Email list size = Facebook fans Open rate       = Engaged fans Email crea...
Start With Goals•   Traffic Driven•   Media Exposure•   Revenue•   Leads•   Social Reach
Determine Benchmarks• 20% maximum of posts should be straight marketing• 16% of fans see a FB post• .5 to 1% engagement ra...
Create GoalsI want 350 visits from Facebook to my website each month:20 posts X (Fans X % Who See Post X % Who Click) = 35...
Social Marketing Landscape                       Social Media Strategy        Paid Media        Earned MediaGoals        O...
Symbiosis Between Earned & Owned                 3,454                 1,832
Engagement Strategy (Post with a Purpose)• Determine target markets / audience• Develop content calendar     Have fun thin...
Know Your Audience     DEMOGRAPHIC PROFILE: PEOPLE TALKING            DEMOGRAPHIC PROFILE: PAGE FANS     ABOUT YOUR PAGE  ...
What Makes A Good Post - Engagement                    •    Compelling photo                    •    Timely               ...
What Makes A Good Post - Clicks                       • 88 actions                       • 284 visits to Inspirato
What Makes A Good Post – Time of Day         • Facebook says 9 to 10 pm is the most engaged time         • For Inspirato h...
Tracking – Social Media Software           Monitoring             Engagement           Management   Promotions         Inf...
Tracking – Assisted Sales & LeadsMulti-Channel Attribution: Crediting social for referral trafficthat later converted into...
Tracking – Common Paths to a Lead or SaleIt often takes five to seven touch points to convert someone:                    ...
ROI – Social Reach• Fans = Total Likes• Engagement = Engaged Users (Real Fans)• Social Reach = Monthly Posts X Engaged Use...
ROI – Media Valuation•   Equating Social Impressions to their CPM advertising value•   Facebook: 8,353,828 impressions ($0...
ROI – Dashboard of KPIsKey Performance Indicator           Total        (Goal)          Percent GoalLeads                 ...
Summary•   Start with goals•   Create benchmarks / Key Performance Indicators•   Plan your message•   Use data to improve ...
Jamie Duklas | Director of Social Media303.345.6634 | jduklas@booyahadvertising.com
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Social Media ROI Case Study on Inspirato

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Social Media ROI tends to be a scary topic. It shouldn't be. This presentation shows how Social Media can be treated like any other online marketing channel and that there are several key ways to show Return on Investment.

This presentation is a Social Media ROI case study on Booyah Online Advertising's client Inspirato. Covered is Social Media engagement, measurement and reporting. We will tell you how to create goals, determine benchmarks and KPIs and track social media through free tools( Google Analytics, Facebook Insights and Twitter Analytics through the API) so that your social media marketing program is built with the proper structure to be a success.

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Social Media ROI Case Study on Inspirato

  1. 1. You Have Fans. Now What? Social Media Engagement, Measurement & ROI March 8, 2012 Jamie Duklas, Director of Social Media, Booyah Matt Windt, Interactive Marketing Director, Inspirato
  2. 2. Introduction: Inspirato• Launched January 1, 2011• Fastest growing luxury destination club• 127 residences in 41 destinations• Primary Tactic: Use digital media to increase engagement, share of voice and lead generation across all digital platforms.• www.Inspirato.com
  3. 3. Introduction: Booyah Social Mobile Advertising Media Online Shopping Search Display SEO Engines Paid Email Marketing Search Local Creative Map Paid Optimization Shopping Inclusion Services Engines
  4. 4. Overview• Goals Benchmarks Determining Goals• Social Marketing Landscape Paid, Earned & Owned• Engagement Posting Strategy• Measurement / Tracking Social Media Software• ROI
  5. 5. Social Media: It’s Not Magic
  6. 6. Email Marketing is Similar to Facebook Marketing Email list size = Facebook fans Open rate = Engaged fans Email creative = Profile, Timeline & post images Copywriting = Copywriting Email software = Facebook Insights & other SM software Send frequency = Posting frequency Unsubscribes = Unsubscribes
  7. 7. Start With Goals• Traffic Driven• Media Exposure• Revenue• Leads• Social Reach
  8. 8. Determine Benchmarks• 20% maximum of posts should be straight marketing• 16% of fans see a FB post• .5 to 1% engagement rate per FB post (smaller pages should be higher; top posts get 2 or 3%)• .3 to 1 retweet for each tweet
  9. 9. Create GoalsI want 350 visits from Facebook to my website each month:20 posts X (Fans X % Who See Post X % Who Click) = 35020 posts x (Fans X .16 X .02) = 350 Visits20 posts x (5,500 Fans X .16 X .02) = 352 Visits
  10. 10. Social Marketing Landscape Social Media Strategy Paid Media Earned MediaGoals Owned Media ROI Content Syndication
  11. 11. Symbiosis Between Earned & Owned 3,454 1,832
  12. 12. Engagement Strategy (Post with a Purpose)• Determine target markets / audience• Develop content calendar Have fun things to say!• Two main posting goals Drive traffic to website Create engagement (Improve EdgeRank score)
  13. 13. Know Your Audience DEMOGRAPHIC PROFILE: PEOPLE TALKING DEMOGRAPHIC PROFILE: PAGE FANS ABOUT YOUR PAGE Male Female Male Female600 1,200500 1,000400 800 263 680 778 307300 248 600 468 649200 400 109100 218 200 155 163 175 342 368 342 121 240 3 134 - 7 - 1 19 13-17 18-24 25-34 35-44 45-54 13-17 18-24 25-34 35-44 45-54 55+
  14. 14. What Makes A Good Post - Engagement • Compelling photo • Timely • Call to action • Emotive ENGAGEMENT BY POST TYPE Likes/Post Comments/Post Shares/Post 50 45 40 11 35 2 30 25 20 15 2 32 2 2 1 10 5 11 13 0 - 0 Status Link Photo Video
  15. 15. What Makes A Good Post - Clicks • 88 actions • 284 visits to Inspirato
  16. 16. What Makes A Good Post – Time of Day • Facebook says 9 to 10 pm is the most engaged time • For Inspirato highest engagement occurred: 9 am, 6 pm, Thursday on Facebook 8 am, Thursday for Twitter Engagement by Hour Engagement by Day Tweets Sent Page Admin Posts Tweets Sent Page Admin Posts Response per Tweet Response per FB Post Response per Tweet Response per FB Post Response to Outbound Outbound Messages 60 25 60 15 Response to Outbound 50Outbound Messages 20 40 10 40 15 30 20 5 10 20 5 0 0 10 0 0
  17. 17. Tracking – Social Media Software Monitoring Engagement Management Promotions Influencer CRM BloggersFree Google Alerts TweetDeck Postling Wildfire Klout Social Mention Hoot Suite North Social PeerIndex KredPaid Buddy Media Buddy Media Buddy Media Traackr Technorati Trackur Shoutlet Shoutlet Shoutlet Spot Influence BlogDash Meltwater Buzz Involver Involver Involver mBlast - mPact BlueGlass Scout Labs Scout Labs Wildfire Wildfire BlogFrog BlogFrog Sysomos Sysomos North Social North Social Radian6 Radian6 Radian6 Argyle Social Argyle Social Argyle Social Offerpop Awareness Awareness Woobox Alterian SM2 Alterian SM2 Extole Collective Intellect Collective Intellect Votigo Spredfast Spredfast Spredfast Spredfast Social Chorus Social Chorus Bigprize Viral Heat Fanzilla Nielsen Buzzmetrics Virtue Sprout Social Sprout Social AddThis Visible Technologies Visible Technologies Upickem Fanappz Fanbuildr
  18. 18. Tracking – Assisted Sales & LeadsMulti-Channel Attribution: Crediting social for referral trafficthat later converted into a sale or lead
  19. 19. Tracking – Common Paths to a Lead or SaleIt often takes five to seven touch points to convert someone: • Each visitor is cookied for a 30 day window to see their paths to conversion • Paths to conversion go from 1 to 39 visits • Social is the first visit (awareness), middle (top of mind) and final (converter) • Social paths interact with our other advertising channels
  20. 20. ROI – Social Reach• Fans = Total Likes• Engagement = Engaged Users (Real Fans)• Social Reach = Monthly Posts X Engaged Users Inspirato: (14,614 likes) 63 X 1,039 = 65,457 Social Reach Competitor: (20,360 likes) 29 X 1,114 = 32,306 Social Reach FAN PAGE COMPARISON: TOTAL FANS FAN PAGE COMPARISON: TOTAL ENGAGEMENT90,000 80,63780,000 Total Engagement Engagement as % of Fans70,000 1,200 128% 150%60,000 1,00050,000 1,114 800 100% 1,039 Fan Interactions40,000 600 74430,000 20,325 400 50% 14,271 5% 7%20,000 1% 219 20010,000 171 0 0% 0
  21. 21. ROI – Media Valuation• Equating Social Impressions to their CPM advertising value• Facebook: 8,353,828 impressions ($0.60 CPM)• Twitter: 222,283 impressions ($1 CPM)• Monthly media valuation = $5,234.58
  22. 22. ROI – Dashboard of KPIsKey Performance Indicator Total (Goal) Percent GoalLeads 20 13.2 151%Revenue $35,000 $12,000 292%Fans 14,081 13,458 105%Reach 84,345 80,000 105%Media Value of Impressions $5,235 $4,000 131%Traffic Driven (to Inspirato.com) 2145 592 199%Traffic Driven (to Blog) 1309 361 196%
  23. 23. Summary• Start with goals• Create benchmarks / Key Performance Indicators• Plan your message• Use data to improve engagement• Track everything, report on what matters• Social Media ROI is there!
  24. 24. Jamie Duklas | Director of Social Media303.345.6634 | jduklas@booyahadvertising.com

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