Social Media Metrics:  Drive with Care       including    A Case Study      Alan K’necht                     @aknecht
MarketingWhat is Social Media?               ////////                  @aknecht
Social MarketingDraws People Together                 @aknecht
Social MarketingDraws People Together                 @aknecht
How Big is Your Social Fire?And How Do You Measure It?                      @aknecht
Measure the Right Stuff• Bigger fires don’t always mean:  –   More site traffic  –   More in-store sales  –   More online ...
Measuring Your Fire/Success• Fire requires 3 things to be successful  – Fuel  – Oxygen  – Heat• How do you measure these? ...
Fuel•   Followers•   Fans•   Contacts•   Head Count                        @aknecht
Measuring Fuel• Ignore pure head count• Partially ignore raw scores (Klout, etc)• Focus on:  –   Topical score (PeerIndex ...
The Oxygen• Your Content• Does it motivate people• Does the message help generate the  necessary heat/ignition            ...
Measuring Oxygen•   Frequency of generation/publishing•   Compare to others in same space•   Examine quality as measure by...
The Heat• Is the content being passed on/acted on• Measure  –   Likes/Shares  –   Comments  –   Retweets  –   G+  –   etc ...
Measuring the Heat• Examine ratio of reaction per post• Identify which type of fuel generates  most heat• Find the people ...
Need Balance• If you don’t have the right mix of fuel,  oxygen and heat• You get                                 @aknecht
A Case StudyThe Nowy Dwor Maz. Jewish Memorial                              @aknecht
Case Study• Non-Profit  – Build a Memorial & Restore a     Jewish Cemetery in Nowy Dwor, Poland• Limited target audience  ...
Why!       @aknecht
Project Details• Objective: Raise $40,000 US• Success Metrics  – Project awareness  – Raise Money for Memorial & Restorati...
Primary Target Audience Size• Jewish Population before Holocaust  – 3,000• Estimated number of Survivors  – Less than 200 ...
Strategy• Created SEO Optimized Website  – Attract people searching for information  – Collection point for donations• Cre...
Strategy• Use old school social media to initiate  awareness & generate contact:  – ListServer (Jewish Records Poland)  – ...
Indentify Influencers/Bloggers• Use Klout & PeerIndex to find key  influencers on the following topics:  – Genealogy  – Je...
@aknecht
@aknecht
Success Metric• Funds Raised!• Get influencers to:  – Write blog posts  – Write newspaper articles  – Facebook page Likes•...
Results• Approached approx. 20 influencers  – Got 3 blog posts  – 1 printed article (traditional media)• Reached 100 FB Fa...
@aknecht
Project Successes• Town of Nowy Dwor recovered approx.  80 Tombstones• Stored them for over 1 year  (no charge)           ...
Surprising Results• Featured on Polish TV News• Received many Facebook fans from  Polish (non-Jewish) community• Received ...
Success or Failure• At 1 year point only raised 50% of goal• Failed to resonate with target  audience• Cemetery restored &...
Success or Failure?• Connected at least 2 tombstones with  living family members• Helped connect & unite a dispersed  comm...
Before         @aknecht
After        @aknecht
After        @aknecht
Post Mortem• Failed to reach majority of the target  audience  – Not online or not using social media• Failed to get enoug...
Future Plans•   Continue Efforts•   Expand targeting of influencers•   Find a way to motivate donations•   Continue to dri...
Thank You    Alan K’necht  alan@DigitalAlwaysMedia.com           @aknechtType my name into Google                     @akn...
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How to Measure Your Social Marketing Campaign

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My slide presentation on how to measure a social media campaign including a case study and how these measures were applied.

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How to Measure Your Social Marketing Campaign

  1. 1. Social Media Metrics: Drive with Care including A Case Study Alan K’necht @aknecht
  2. 2. MarketingWhat is Social Media? //////// @aknecht
  3. 3. Social MarketingDraws People Together @aknecht
  4. 4. Social MarketingDraws People Together @aknecht
  5. 5. How Big is Your Social Fire?And How Do You Measure It? @aknecht
  6. 6. Measure the Right Stuff• Bigger fires don’t always mean: – More site traffic – More in-store sales – More online sales – More profit @aknecht
  7. 7. Measuring Your Fire/Success• Fire requires 3 things to be successful – Fuel – Oxygen – Heat• How do you measure these? @aknecht
  8. 8. Fuel• Followers• Fans• Contacts• Head Count @aknecht
  9. 9. Measuring Fuel• Ignore pure head count• Partially ignore raw scores (Klout, etc)• Focus on: – Topical score (PeerIndex great for this) – Top influencers within a topic – Top vote (+K) getter within a topic – Active participation within the topic @aknecht
  10. 10. The Oxygen• Your Content• Does it motivate people• Does the message help generate the necessary heat/ignition @aknecht
  11. 11. Measuring Oxygen• Frequency of generation/publishing• Compare to others in same space• Examine quality as measure by heat• Too much Oxygen isn’t good• Too little oxygen is fatal @aknecht
  12. 12. The Heat• Is the content being passed on/acted on• Measure – Likes/Shares – Comments – Retweets – G+ – etc @aknecht
  13. 13. Measuring the Heat• Examine ratio of reaction per post• Identify which type of fuel generates most heat• Find the people who help fan the flames @aknecht
  14. 14. Need Balance• If you don’t have the right mix of fuel, oxygen and heat• You get @aknecht
  15. 15. A Case StudyThe Nowy Dwor Maz. Jewish Memorial @aknecht
  16. 16. Case Study• Non-Profit – Build a Memorial & Restore a Jewish Cemetery in Nowy Dwor, Poland• Limited target audience Primary: Former Jewish residents & their descendants Secondary: People interested in subject matter @aknecht
  17. 17. Why! @aknecht
  18. 18. Project Details• Objective: Raise $40,000 US• Success Metrics – Project awareness – Raise Money for Memorial & Restoration @aknecht
  19. 19. Primary Target Audience Size• Jewish Population before Holocaust – 3,000• Estimated number of Survivors – Less than 200 – Approx 100 families left before 1939• Est. Primary Target Audience – 2,500 – 4,000 (living all over the world) @aknecht
  20. 20. Strategy• Created SEO Optimized Website – Attract people searching for information – Collection point for donations• Create Facebook Page – Use Facebook to engage audience & potential donors @aknecht
  21. 21. Strategy• Use old school social media to initiate awareness & generate contact: – ListServer (Jewish Records Poland) – Genealogical Database (Jewishgen.org) • 80 people registered as researching this town @aknecht
  22. 22. Indentify Influencers/Bloggers• Use Klout & PeerIndex to find key influencers on the following topics: – Genealogy – Jewish History – Holocaust @aknecht
  23. 23. @aknecht
  24. 24. @aknecht
  25. 25. Success Metric• Funds Raised!• Get influencers to: – Write blog posts – Write newspaper articles – Facebook page Likes• Measure comments & shares – Is it helping grow the awareness @aknecht
  26. 26. Results• Approached approx. 20 influencers – Got 3 blog posts – 1 printed article (traditional media)• Reached 100 FB Fans within 2 months• Currently at 188• 1 website running a free ad for project @aknecht
  27. 27. @aknecht
  28. 28. Project Successes• Town of Nowy Dwor recovered approx. 80 Tombstones• Stored them for over 1 year (no charge) @aknecht
  29. 29. Surprising Results• Featured on Polish TV News• Received many Facebook fans from Polish (non-Jewish) community• Received donations from this community as well• Reason: wanting to preserve their past @aknecht
  30. 30. Success or Failure• At 1 year point only raised 50% of goal• Failed to resonate with target audience• Cemetery restored & monument erected (project now in debt)• Still need to recover more headstones @aknecht
  31. 31. Success or Failure?• Connected at least 2 tombstones with living family members• Helped connect & unite a dispersed community @aknecht
  32. 32. Before @aknecht
  33. 33. After @aknecht
  34. 34. After @aknecht
  35. 35. Post Mortem• Failed to reach majority of the target audience – Not online or not using social media• Failed to get enough main stream media attention in US & Canada• Cause did not resonate with people not directly impacted @aknecht
  36. 36. Future Plans• Continue Efforts• Expand targeting of influencers• Find a way to motivate donations• Continue to drive traffic to: – http://www.nowydworjewishmemorial.com/ – https://www.facebook.com/NowyDwor @aknecht
  37. 37. Thank You Alan K’necht alan@DigitalAlwaysMedia.com @aknechtType my name into Google @aknecht

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