1. You’ve Created a Social Media Campaign — Now What?
Measuring the success of social media

2. Who is Really Using Social Media?
 As of February 2012, 66% of online adults use social networking sites.
 83% of people between the ages of 18-29 use social media
 70% of people between the ages of 30-49
 51% of people between the ages of 50-64
 33% of people 65+
 95% of all teens ages 12-17 are now online and 80% of those online teens are users of
social media sites
 Household income of adults using social media:
 Less than $30,000 – 71%
 $30,000 - $49,999 – 69%
 $50,000 - $74,999 – 60%
 $75,000+ – 69%
 43% of all adult internet users were on a social media site yesterday

3. Marketing Charts Survey Results
 100% of the US respondents reported using a form of social media- 95% used
Facebook and 62% used Twitter
 78% of the US respondents reported that posts businesses they follow on social
media have had a moderate to highly influential effect on their purchase decisions
 81% said that their friends’ posts influence their decisions
 60% of the US respondents gather information or opinions about businesses from
friends posts on social media sites
 76% of US respondents regularly like the Facebook page of businesses
 79% do so to take advantage of discounts and other incentives
 70% followed by seeing details on sales and events
 Of the 76% that regularly like Facebook pages, 46% indicated that they also followed those
businesses on Twitter

5. Brand Focused vs Social Media Focused
Brand Focused VS Social Media Focused
Brands telling their story Joining a conversation
Carefully defined and controlled Consumers defining your brand
Being perfect Being genuine

6. Brand Focused vs Social Media Focused
“Yes, it generated 2 MM impressions,
400 leads and 50 sales, but it has the
wrong color blue in the logo.”

7. The Preacher vs The Cab Driver

8. Implementing Social
Media Campaigns
Successfully

9. Clear Goals
 Can’t measure “more buzz”
 Define measurable metrics – 16 media placements, 40 relevant links,
increase sales 12%
 Take baseline metrics before campaign starts
 SEO metrics, Social Media metrics
 Break metrics down into quantifiable goals
 Mentions in blogs, social networks, links to the site…
 You can quantify metrics

10. Determine the Hook
 Set goals before determining the “hook”
 Questionnaire to determine need – What gets the participants excited
 Examples: Free sample, white paper, video, online
calculator/application, stunt

11. Determine Distribution Plan
 Earn your way into distribution
 Avoid word “Free”
 Look for specialized networks or “celebrity” bloggers that don’t often
get pitched
 Rate the value of each participant and determine the pitch

12. Approaches to
Measuring ROI for
Social Media
Campaigns

13. The David Meerman Scott Approach
 What is the ROI of putting your pants on?

14. The Analytical Approach

15. The “We Know It Works”

16. The Webbed Marketing Scorecard

17. The Webbed Marketing Scorecard
 Tracks “micro goals” that funnel into strategic goals
 In bound links, blog mentions, presence on social networks, traffic
numbers, web mentions and other measurable metrics funnel into
strategic goals
 Provide real evidence of measurable improvement
 Provide direction on where to focus efforts

18. Spiderfly
 Marketing Communications & Customer Service: How do I identify
individual influencers and also aggregate volume, demographics,
tonality and velocity of social media?
 Internet Marketing Team: How do I diagnose key social media and
search metrics for my website and my competitors’ sites?
 Public Relations: What is my real time blogger buzz, and how does
that benchmark against my historical performance and competitors?
 CEO: Just give me one number!

19. Spiderfly

20. Spiderfly

21. Diagnostics

22. Just Give Me A Number

23. An ROI Calculator
Metric Value Spend Social Media Results Total Value ROI
Impressions (CPM) $12 100000 $ 1,200
Leads $ 400 40 $ 16,000
Sales $3,000 7 $ 21,000
Total $10,000 $ 38,200 282%

24. Case Study

25. Tawlk.com

26. Summary
 Focus on the goal first
 Define the end consumer, think beyond the buyer
 Determine a compelling message
 Don’t pre-determine channel and creative
 Measure, measure, measure

27. Be The Cab Driver!

28. Take Aways
 Listening is more important than talking
 Don’t think about numbers for the sake of numbers, correlate
numbers to business objectives
 Influence the influencers
 Join the conversation; remember it’s a dialogue, not a monologue!

29. Bill Balderaz
Fathom Columbus
bbalderaz@fathomdelivers.com
www.fathomdelivers.com
@bbalderaz