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Social Media Measurement

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I was lucky enough to participate in the Social Media Association of Michigan's inaugural Ann Arbor #SOCIALCON on social media content analysis using engagement rate, in addition to social media ROI.

Check out the re:group blog for a more detailed explanation of social media content analysis.

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Social Media Measurement

  1. 1. ANN ARBOR #SOCIALCON Social Measurement May 13, 2016
  2. 2. #SOCIALCON | ©2016 re:group, inc. | 05.13.2016 2 an integrated marketing & branding agency
  3. 3. #SOCIALCON | ©2016 re:group, inc. | 05.13.2016 3
  4. 4. • is not? • What would you like to do differently? • How can we help? #SOCIALCON | ©2016 re:group, inc. | 05.13.2016 4 BUT THAT’S NOT WHY WE’RE HERE…
  5. 5. #SOCIALCON | ©2016 re:group, inc. | 05.13.2016 5 DATA! NUMBERS! ANALYSIS!
  6. 6. #SOCIALCON | ©2016 re:group, inc. | 05.13.2016 6WTF, TAYLOR?
  7. 7. #SOCIALCON | ©2016 re:group, inc. | 05.13.2016 7
  8. 8. • is not? • What would you like to do differently? • How can we help? #SOCIALCON | ©2016 re:group, inc. | 05.13.2016 8 SOCIAL AND ITS WONDERFULLY CONVENIENT PLACE IN THE MARKETING FUNNEL FOR PROVING ROI…
  9. 9. #SOCIALCON | ©2016 re:group, inc. | 05.13.2016 9 OR NOT.
  10. 10. #SOCIALCON | ©2016 re:group, inc. | 05.13.2016 10 Where does social media fit into the marketing funnel? Meltwater Buzz: http://bit.ly/1WY0FAb
  11. 11. #SOCIALCON | ©2016 re:group, inc. | 05.13.2016 11Forbes: http://bit.ly/1r3fBQZ 11.4 PIECES OF CONTENT
  12. 12. #SOCIALCON | ©2016 re:group, inc. | 05.13.2016 12
  13. 13. #SOCIALCON | ©2016 re:group, inc. | 05.13.2016 13
  14. 14. • is not? • What would you like to do differently? • How can we help? #SOCIALCON | ©2016 re:group, inc. | 05.13.2016 14 THIS IS WHERE WE WORKSHOP.
  15. 15. #SOCIALCON | ©2016 re:group, inc. | 05.13.2016 15 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?
  16. 16. #SOCIALCON | ©2016 re:group, inc. | 05.13.2016 16 Reach Engagement Engagement Rate /
  17. 17. #SOCIALCON | ©2016 re:group, inc. | 05.13.2016 17
  18. 18. #SOCIALCON | ©2016 re:group, inc. | 05.13.2016 18 FLAVOR RAGE BRIBE WITH PRIZE FOOD CHALLENGES Girl Jumping: Flickr’s marinadelcastell, https://www.flickr.com/photos/95011179@N08/12662497905/ MATH TIME: 15 MIN.
  19. 19. #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.
  20. 20. #SOCIALCON | ©2016 re:group, inc. | 05.13.2016 20 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
  21. 21. #SOCIALCON | ©2016 re:group, inc. | 05.13.2016 21 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
  22. 22. • is not? • What would you like to do differently? • How can we help? #SOCIALCON | ©2016 re:group, inc. | 05.13.2016 22 ROI: IT CAN BE DONE! HERE ARE SOME EXAMPLES.
  23. 23. #SOCIALCON | ©2016 re:group, inc. | 05.13.2016 23 CORRELATION Engagement 0 80 160 240 320 400 4/30 5/2 5/4 5/6 5/8 Facebook LinkedIn Instagram
  24. 24. #SOCIALCON | ©2016 re:group, inc. | 05.13.2016 24 SOCIAL CARE SAVINGS <$1/SOCIAL INTERACTION VS. $6–$8 PHONE CALLMcKinsey & Company: http://bit.ly/1VY82rD
  25. 25. #SOCIALCON | ©2016 re:group, inc. | 05.13.2016 25 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
  26. 26. #SOCIALCON | ©2016 re:group, inc. | 05.13.2016 26 ORGANIC CAMPAIGN TESTING
  27. 27. #SOCIALCON | ©2016 re:group, inc. | 05.13.2016 27 SOCIAL ADS Instagram Case Studies: http://bit.ly/1TanQBn
  28. 28. #SOCIALCON | ©2016 re:group, inc. | 05.13.2016 28 QUESTIONS?
  29. 29. 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

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