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ANN ARBOR #SOCIALCON
Social Measurement
May 13, 2016

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#SOCIALCON | ©2016 re:group, inc. | 05.13.2016
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an integrated marketing & branding agency

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#SOCIALCON | ©2016 re:group, inc. | 05.13.2016
3

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• is not?
• What would you like to do differently?
• How can we help?
#SOCIALCON | ©2016 re:group, inc. | 05.13.2016
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BUT THAT’S NOT
WHY WE’RE HERE…

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#SOCIALCON | ©2016 re:group, inc. | 05.13.2016
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DATA! NUMBERS!
ANALYSIS!

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#SOCIALCON | ©2016 re:group, inc. | 05.13.2016
6WTF, TAYLOR?

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#SOCIALCON | ©2016 re:group, inc. | 05.13.2016
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• is not?
• What would you like to do differently?
• How can we help?
#SOCIALCON | ©2016 re:group, inc. | 05.13.2016
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SOCIAL AND ITS
WONDERFULLY
CONVENIENT PLACE
IN THE MARKETING
FUNNEL FOR
PROVING ROI…

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#SOCIALCON | ©2016 re:group, inc. | 05.13.2016
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OR NOT.

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#SOCIALCON | ©2016 re:group, inc. | 05.13.2016
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Where does
social media fit
into the
marketing
funnel?
Meltwater Buzz: http://bit.ly/1WY0FAb

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#SOCIALCON | ©2016 re:group, inc. | 05.13.2016
11Forbes: http://bit.ly/1r3fBQZ
11.4 PIECES
OF CONTENT

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#SOCIALCON | ©2016 re:group, inc. | 05.13.2016
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• is not?
• What would you like to do differently?
• How can we help?
#SOCIALCON | ©2016 re:group, inc. | 05.13.2016
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THIS IS WHERE WE
WORKSHOP.

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#SOCIALCON | ©2016 re:group, inc. | 05.13.2016
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Decision Made Ice Cream
Marketing Objectives
• Drive seasonal ice cream sales by 15% YOY
• Drive frequency of customer visits by 10% YOY
• Increase share of in-market competitor conversation to 25%
Flavor Rage Bribe w/ Prize Food Challenges 4? 5?

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#SOCIALCON | ©2016 re:group, inc. | 05.13.2016
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Reach Engagement
Engagement Rate
/

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#SOCIALCON | ©2016 re:group, inc. | 05.13.2016
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#SOCIALCON | ©2016 re:group, inc. | 05.13.2016
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FLAVOR RAGE BRIBE WITH PRIZE FOOD CHALLENGES
Girl Jumping: Flickr’s marinadelcastell, https://www.flickr.com/photos/95011179@N08/12662497905/
MATH TIME: 15 MIN.

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#SOCIALCON | ©2016 re:group, inc. | 05.13.2016
19Girl Jumping: Flickr’s marinadelcastell, https://www.flickr.com/photos/95011179@N08/12662497905/
YOU’RE UP!
FIRE THOSE INSIGHTS
AT ME.

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#SOCIALCON | ©2016 re:group, inc. | 05.13.2016
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KPIs Result
Total Engagements 783
Total Reach 16,855
Overall ER 4.6%
Video ER 3.2%
Photo ER 5.0%
Flavor Rage ER 2.9%
Bribe with Prize ER 4.0%
Food Challenges ER 5.9%
Top Time To Post Morning (6.6%)
RESULTS

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#SOCIALCON | ©2016 re:group, inc. | 05.13.2016
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TRENDS OVER TIMEEngagement
0
2,250
4,500
6,750
9,000
Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec.
2014 2015

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• is not?
• What would you like to do differently?
• How can we help?
#SOCIALCON | ©2016 re:group, inc. | 05.13.2016
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ROI: IT CAN BE
DONE!
HERE ARE SOME
EXAMPLES.

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#SOCIALCON | ©2016 re:group, inc. | 05.13.2016
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CORRELATION
Engagement
0
80
160
240
320
400
4/30 5/2 5/4 5/6 5/8
Facebook LinkedIn Instagram

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#SOCIALCON | ©2016 re:group, inc. | 05.13.2016
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SOCIAL CARE
SAVINGS
<$1/SOCIAL
INTERACTION VS.
$6–$8 PHONE
CALLMcKinsey & Company: http://bit.ly/1VY82rD

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#SOCIALCON | ©2016 re:group, inc. | 05.13.2016
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SOCIAL CONTESTS
• Leads Collected: 20,000
• Leads Converted: 2,000 (or 10%)
• Average Customer Lifetime Value: $500
• Total Revenue from Contest: $1,000,000
• Average Profit Margin: 20%
• Gross Profit: $200,000
• Tools & Labor Expense to Run Contest: $20,000
• ROI: $180,000 or 900%
Buffer: http://bit.ly/1WNYrCY

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#SOCIALCON | ©2016 re:group, inc. | 05.13.2016
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ORGANIC
CAMPAIGN TESTING

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SOCIAL ADS
Instagram Case Studies: http://bit.ly/1TanQBn

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QUESTIONS?

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Find us on the web
Presenting from today
Thank You!
#SOCIALCON | ©2016 re:group, inc. | 05.13.2016
TAYLOR HULYK
Phone: 734.327.6622
Email: taylor.hulyk@regroup.us
@taylorhulyk