Social campaigns with low ROI are often associated with poor planning. There’s plenty of pre-work needed to ensure you’re successful in the long run. What are the metrics you ought to be focused on for long-term success? How do you determine what types of content work on which social platform? And, how does social media impact your SEO efforts? Jeremy will answer all those questions and more.

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Why Social Media and ROI Do Go Hand
in Hand
30 April 2015
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People Knocking Social Media & ROI
• “I just don’t see any sales from it.”
• “I’d rather be spending my budget on
things I can quantify.”
• “Social media gives no return on
investment. It’s like flushing money down
the toilet.”
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Nothing can guarantee you a
strong ROI.
That includes social media.
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But, it can have a strong ROI
• InContact increased revenue per sale by
122%
• IBM saw a 400% increase in sales
• AT&T was awarded $47 million in new
business
• Hesselson's saw 1,100% ROI increase
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“So, why doesn’t it work for me?”
• Poor planning
• No KPIs
• The wrong KPIs
• “Hey, me too!” campaigns
• Not doing the math
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You can estimate the ROI on
anything if you’re willing to put
in the time.
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What We’ll Cover
• The Firebrand Group Process
• Metrics
• Tying Engagement to Success
• Content & Platforms
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Part 1
Process
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Want success?
KPIs need to be aligned
and
You need a process.
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Identify
Mission
Clarify
Objectiv
es
Determin
e
Demogra
phics
Actualize
Personas
Engage in
Broad
Competit
ive
Analysis
Create
an
Everlasti
ng Brand
The process: MOD ACE
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Identify Mission
What & Why
Concrete and ”Action-oriented"
• Concise
• Outcome-oriented
• Inclusive
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Clarify Objectives
Mission Statements are great but can at times be somewhat lofty. We
take a mission and break it down into its core components.
What will help us support our mission?
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Determine Demographic Profiles
Geographic
Region
Size of metropolitan area
Population density
Climate
Demographic
Age
Gender
Family size
Generation
Occupation
Education
Ethnicity
Nationality
Religion
Social class
Psychographic
Activities
Interests
Opinions
Attitudes
Values
Behavioristic
Benefits sought
Usage rate
Brand loyalty
Readiness to buy
Occasions: types of holidays
and events that stimulate
purchases
How do we define the customer? With so many potential attributes to ascribe
to our audience, we delve into geographic, demographic, psychographic,
and behavioristic attributes in order to develop a sense we are looking to
acquire – and keep.
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Actualize Personas
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Engage in Broad Competitive Analysis
At Firebrand, we don’t just focus on the most obvious competition –
companies you’re directly competing against from a sales perspective.
We’re also interested in those competing with you for attention.
What inspires your customers? Where do they spend their time, online
and off? These are the types of brands we consider more broadly when
developing a competitive set to benchmark against.
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Create an Everlasting Brand
• Craft a brand with a story and purpose that resonate with
your audience
• Offer something more than just product and value
• Make customers part of a unique story
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Part 2
METRICS
& REVIEW19

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KPIs
• Measurable values that demonstrate how
effectively a company is achieving key
business objectives
• Only as valuable as the action they inspire
• Don’t blindly adopt them
• KPIs are a form of communication
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CLARIFY THIS.

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KPIs vs. Metrics
• A metric is something that is quantifiable
• A metric can be important – but isn’t
necessarily important
• If you’re focusing on 17 metrics, you’re
focusing on zero metrics
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There is no right metric that
every organization should measure…
…and there’s no metric that is
universally wrong to take a hard
look at.
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• Awareness
• Affinity
• Influence
• Purchase Intent
• Working towards scorecard
vs. internal, category,
industry benchmarks
KPIS REVIEW PROCESS
• Social: Review monthly where agency
comes in and presents
• Media: mid-month checks &
optimization calls; full wrap up with
deep dives on performance post
every campaign
• Search: depending on the brand,
have monthly calls

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• Conversion
• Conversion: Margin
• Conversion: Traffic
• Robust spreadsheet that considers the
TY and LY periods for traffic,
conversion, sales, margin, AOV, UPT,
etc., reviewed daily
• Not just looking at current or trailing
performance, but upcoming periods to
be compared vs. LY
• Evaluating correlative models between
various KPIs
KPIS REVIEW PROCESS

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• Traffic
• Visits
• Pageviews
• Use Chartbeat and Google
Analytics in real time and use
headline A/B testing for all
on-site stories & social
content
• Daily: Basic review
• Weekly: Social review meeting to
examine top and lowest performers for
stories on each channel & discuss
optimizing packaging (imagery and
copy) with marketing & data scientists
KPIS REVIEW PROCESS

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• Clicks
– Long
– Short
• Time Spent
• Daily
• Use a custom built dashboard to track
these KPIs by user type & country
globally across audience of 1B+ people.
KPIS REVIEW PROCESS

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• Total Visitors
• US Visitors
• # of Orders
• Conversion Rate
• AOV
• Daily
• No formal process, but have daily
tracker with transacted sales, visitor,
order, etc information into and the
conversion rate & AOV updates
automatically
• Dig into analytics accordingly
depending on where they see dips or
spikes vs plan
KPIS REVIEW PROCESS

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Part 3
TYING
KPIs TO
SUCCESS28

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Good KPIs connect
the short term
to the long term.

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#LoveDrop Walkthrough Campaign
• Find singles on Valentine’s Day via SM
• “Surprise and delight” with swag
• Introduce target demographics to NYC
Social brand
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KPIs
1. Posts from NYC region
2. Spring Registrations
3. Reach
4. Posts
5. Impressions
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Results of #LoveDrop Campaign
• 3M Impressions
• 536K Reach
• 2K Posts
• 90%+ of posts from NYC region
• 150%+ Registration Goals
• Sports Marketing Award
• 15 Articles
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Part 4
STRATEGIES &
PLATFORMS 37

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Strateg
y
Imple
mentat
ion
Analysi
s

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There is NO magic formula for
social media success.
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What Works on Facebook
• Advertising
• Post at unexpected times
• Advertising
• Paying attention to algorithm changes
• Unexpected content
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To have a higher ROI,
you’ve got to
break through the clutter.
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What Works on Twitter
• Posting at the right time
• Being succinct
• Responsiveness & going the extra mile
• Integrating Vine & video
• Twitter cards
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What Works on Instagram
• Great, platform-specific visuals
• Great captions
• PRing your account
• Influencers
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Key Takeaways
• Develop a process to plan out your strategy
• Select KPIs right for your organization
• Analysis is the fundamental third pillar of SM
success
• Learn what works on a platform by platform
basis
• Focus
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Thank You
Questions? Comments? Stay in touch: @jeremarketer
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APPENDIX

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Part 5
SOCIAL &
SEO 49

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Make it memorableThe search engine has changed everything. Instead of worrying about your spot in
the phone book, you need a name that’s relevant and truly compelling. The keys
to any name—simple or complex, abstract or descriptive—are grabbing attention
and staying memorable.
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Make it memorable
arbitrary descriptive suggestive
KODAK BANK OF AMERICA VISA
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Part 2
Competitive
analysis 52

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Brand // Michael’s
Specialty retailer of arts, crafts, framing, floral, and seasonal merchandise for
the hobbyist and DIY home decorator

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overview
• $4.4B annual revenue (December 2013)
• #91 America's Largest Private Companies (2013)
• As of May 2013, Michaels held more than 1,105 stores
in the United States and Canada
• #955 most popular website in US
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Weird Al

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#8videos8days
Weird All’s 14th studio album, Mandatory Fun, released in July 2014. To promote it, Weird Al launched his
#8videos8days project, releasing one music video per day for eight days straight, each on a different
content partner’s website.
Eight. Days. Straight. 3700+ articles were written about him in one week, which generated over 3 million
social media shares.
Mandatory Fun debuted at #1 the Billboard Top 200, a first in Weird Al’s career.
Shares! Those weren’t merely visitors, but visitors who chose to actively share the articles and generate
traffic to his videos that were exclusively housed on his partner websites.
Through partnerships with The Nerdist, Yahoo! Screen, College Humor, PopCrush, The Wall Street Journal,
Vevo and Funny Or Die, Al was able to get his videos made (for free) in exchange for providing each
publisher with exclusive content. The end result was mutually beneficial for both parties — the publishers
gained traffic and ad revenue, and Weird Al received exposure and album sales.
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#8videos8days
A couple of his videos also featured guest appearances from the likes of Jack Black, Margaret Cho, Patton
Oswalt and others. These high-profile celebrities shared Weird Al’s content with their own audiences,
thereby providing additional exposure.
Pre-Campaign Buzz. On June 16, 2014, Weird Al released this teaser, “Transmission,” on his YouTube
channel. During the month leading up to the album’s release on July 15, he would release 4 of these
transmission videos.
Monday, July 14. Al kick-started his #8videos8days campaign with “Tacky,” a parody of Pharrell’s “Happy,”
which premiered exclusively on The Nerdist. The article quickly garnered nearly half a million social media
shares.
Tuesday, July 15. Mandatory Fun became available for purchase, and Al released the video for “Word
Crimes,” a parody of Robin Thicke’s “Blurred Lines” which ridicules the poor grammar and spelling
pervasive in our society today. He also participated in a Reddit AMA (“Ask Me Anything”).
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#8videos8days
Wednesday, July 16. This day marked the debut of “Foil,” a play on “Royals,” released exclusively on
College Humor, this video co-starred the hilarious comedian, Patton Oswalt.
Thursday, July 17. On Thursday, Weird Al gave us “Handy,” a la Iggy Azalea’s “Fancy,” in conjunction with
Yahoo! Screen.
Friday, July 18. On Friday, he delivered “Sports Song,” an original song launched on Funny Or Die. It’s not
available for embedding on external sites at the moment, but you can watch it here.
Saturday, July 19. Al dropped “First World Problems” on Saturday, a hilarious song about the whiny nature
of people who don’t appreciate quite how fortunate they are. Al partnered with Pop Crush for this video.
Sunday, July 20. This day gave us “Lame Claim to Fame,” an original composition in the style of roots rock
band Southern Culture on the Skids.
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#8videos8days
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Maersk

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Maersk on Facebook
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Maersk Engagement Levels
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