In April 2011, I presented on practical solutions to social media measurement at the Oregon Governor's Conference on Tourism. The most important takeaway? There's no one-size-fits-all solution.
11. What Did They Do? Facebook Developed and implemented a custom Facebook conference tab Curated relevant destination content Created two photo albums: Austin (pre-meeting) and BMES (updated daily) Twitter Generated three Twitter lists: Exhibitors, Austin hotels, Austin nightlife Customized organization’s profile: @BMESociety Took and uploaded Twitpics on site Flickr Developed BMES group & photostream Uploaded photos in real time (multiple times each day) YouTube Filmed and posted exhibit floor poster reports Produced post-conference video highlighting the social media integration achieved for BMES in Austin Courtesy: Sparkloft
12. What Happened? Tweets on @BMESociety stream: 25/101 (before/after) @BMESociety followers: 18/104 (before/after) Tweets containing #BMES2010 reached 45,282 Twitter accounts (# of times tweeted x # of followers) BMES “likes” on Facebook increased by 218% BMES Facebook page viewed 1,085 times during the conference 33 photos uploaded to BMES Flickr account; viewed 102 times 12 videos uploaded to BMES’ YouTube channel and embedded in various outlets; viewed 1,400 times Courtesy: Sparkloft
13. What Was Missing? … but it was a good place to start! Image: buckofive via Flickr (CC)
17. Blog traffic Courtesy Daniel Gordon, Samuel Gordon Jewelers 2006 – 2010: Ad spend: from $500K - $50K Revenue: 30% increase 2008 – 2010: Foot traffic: from 20% - 40%
21. Results 2,600 members of Facebook Cause > 19k site visitors 4,800 pledges (380% > goal) 1st 1k pledges in 28 hours $28k for Share Our Strength (@95% 1st-time donors) 560k servings of food to food banks in 4 cities Courtesy: Scott Henderson & Media Sauce