Measuring Social Media Presence


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Bill Balderaz spoke to a group at WOSU about measuring your social media presence. Perhaps the most important, and difficult, aspect of marketing is proving value. Once executed, campaigns are tracked and measured to the point of exhaustion. This is especially true with online marketing campaigns. However, many online marketing campaigns and promotions are difficult to measure; creating "more buzz" is not a measurable metric. This discussion will identify which metrics are credible and how to quantify them. In addition, the session will address how to explain the results of complex online marketing campaigns, such as word of mouth episodes.

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Measuring Social Media Presence

  1. 1. You’ve Created a Social Media Campaign — Now What? Measuring the success of social media
  2. 2. Who is Really Using Social Media? <ul><li>75% of college students </li></ul><ul><li>60% of the wealthy </li></ul><ul><li>Facebook’s fastest growing demographic is 50+, followed by 41-45 year olds </li></ul><ul><li>The average Twitter user is 31 </li></ul><ul><li>YouTube’s audience is a perfect representation of the Internet population </li></ul><ul><li>According to Wikipedia, Twitter now has more than 100 million users </li></ul>
  3. 3. 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
  4. 4. Brand Focused vs. Social Media Focused <ul><li>“ Yes, it generated 2 MM impressions, 400 leads and 50 sales, but it has the wrong color blue in the logo.” </li></ul>
  5. 5. The Preacher vs. The Cab Driver
  6. 6. Assumption #1: Yes, This Matters in B2B Source: Forrester Research
  7. 7. Assumption #2: Yes, This Matters in the Consumer Space Source: BrandWeek
  8. 8. Using Social Media to Research <ul><li>Twitter – Over 10MM people using Twitter </li></ul><ul><ul><li> – Twitter keyword alerts </li></ul></ul><ul><ul><li> – Search on keywords & advanced search (location, keywords, demographics) </li></ul></ul><ul><ul><li>Use Twitter Directory </li></ul></ul><ul><li>Google Search – “webbed marketing” </li></ul><ul><ul><li>Shows numbers of people with that keyword in their profile </li></ul></ul><ul><ul><li>Do it for any site. “SEO” +”Columbus” </li></ul></ul><ul><li>Social Media Aggregator </li></ul><ul><ul><li> (no “g”) </li></ul></ul><ul><li>Google Alerts </li></ul><ul><li>Google Blog Search </li></ul><ul><li>Google Analytics </li></ul>
  9. 9. Agenda <ul><li>Implementing Social Media Campaigns </li></ul><ul><li>Approaches to Measuring ROI </li></ul><ul><li>Social Media Case Studies </li></ul><ul><li>Summary </li></ul>
  10. 10. Implementing Social Media Campaigns Successfully
  11. 11. Clear Goals <ul><li>Can’t measure “more buzz” </li></ul><ul><li>Define measurable metrics – 16 media placements, 40 relevant links, increase sales 12% </li></ul><ul><li>Take baseline metrics before campaign starts </li></ul><ul><ul><li>SEO metrics, Social Media metrics </li></ul></ul><ul><li>Break metrics down into quantifiable goals </li></ul><ul><ul><li>Mentions in blogs, social networks, links to the site… </li></ul></ul><ul><li>You can quantify metrics </li></ul>
  12. 12. Determine the Hook <ul><li>Set goals before determining the “hook” </li></ul><ul><li>Questionnaire to determine need – What gets the participants excited </li></ul><ul><li>Examples: Free sample, white paper, video, online calculator/application, stunt </li></ul>
  13. 13. Determine Distribution Plan <ul><li>Earn your way into distribution </li></ul><ul><li>Avoid word “Free” </li></ul><ul><li>Look for specialized networks or “celebrity” bloggers that don’t often get pitched </li></ul><ul><li>Rate the value of each participant and determine the pitch </li></ul>
  14. 14. Approaches to Measuring ROI for Social Media Campaigns
  15. 15. The David Meerman Scott Approach <ul><li>What is the ROI of putting your pants on ? </li></ul>
  16. 16. The Analytical Approach
  17. 17. The “We Know It Works”
  18. 18. The Webbed Marketing Scorecard
  19. 19. Spiderfly <ul><li>Marketing Communications & Customer Service: How do I identify individual influencers and also aggregate volume, demographics, tonality and velocity of social media? </li></ul><ul><li>Internet Marketing Team: How do I diagnose key social media and search metrics for my website and my competitors’ sites? </li></ul><ul><li>Public Relations: What is my real time blogger buzz, and how does that benchmark against my historical performance and competitors? </li></ul><ul><li>CEO: Just give me one number! </li></ul>
  20. 20. Consumer Generated Media Analysis
  21. 21. Consumer Generated Media Analysis
  22. 22. Real-Time Blog Buzz With Benchmarks
  23. 23. Just Give Me A Number
  24. 24. 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%
  25. 25. Case Studies Measuring ROI
  26. 26. Case Study #1 - Moochie & Co. <ul><li>A specialty Web and mall pet gift and accessories retailer </li></ul><ul><li>Highly-targeted market, highly-competitive industry, limited advertising budget </li></ul><ul><li>Consumers and influencers are heavy Web users </li></ul>
  27. 27. Case Study #1 - Moochie & Co. <ul><li>Press releases timed with high search volume, high media attention topics </li></ul><ul><ul><li>“ I Love My Mommy” t-shirt near Mother’s Day </li></ul></ul><ul><ul><li>“ Take Your Dog to Work” campaign </li></ul></ul><ul><ul><li>“ I Have Two Daddies” campaign </li></ul></ul><ul><ul><li>“ MySpace for Cats & Dogs” </li></ul></ul><ul><li>Highly-targeted market, highly=competitive industry, limited advertising budget </li></ul>
  28. 28. Case Study #1 - Moochie & Co.
  29. 29. Case Study #1 - Moochie & Co.
  30. 30. Case Study #2 - Shizuka New York <ul><li>Located in Midtown Manhattan </li></ul><ul><li>Cosmetology & skin care with “Eastern Holistic Knowledge” </li></ul><ul><li>Featured in international media including Marie Claire, Shape, Vogue and Harpers Bazaar </li></ul>
  31. 31. Case Study #2 - Shizuka New York <ul><li>Following Word of Mouth program: </li></ul><ul><ul><li>Mention on Jay Leno </li></ul></ul><ul><ul><li>Mention on CNN </li></ul></ul><ul><ul><li>Home page of </li></ul></ul><ul><ul><li>E! “The Soup” </li></ul></ul><ul><ul><li>The Hollywood Reporter </li></ul></ul>
  32. 32. Case Study #2 - With a Compelling Hook <ul><li>Highlighting “Bird Poop Facials” </li></ul>
  33. 33. Case Study #2 - Setting Goals <ul><li>Branding and awareness </li></ul><ul><li>Increased site traffic </li></ul><ul><li>New clients </li></ul>
  34. 34. Case Study #2 - SEO Press Release
  35. 35. Case Study #2 - Blogger Outreach
  36. 36. Case Study #2 - Video <ul><li>The YouTube Geisha Facial video – 20,000+ views </li></ul>
  37. 37. Case Study #3 – Romantic Makeover
  38. 38. Case Study #3 – Romantic Makeover
  39. 39. Case Study #3 – Press Release <ul><li>#1 on Google News for “Hocking Hills” </li></ul><ul><li>#1 on Google News for “outdoors getaway” </li></ul><ul><li>#1 on Google News for “vacation contest” </li></ul><ul><li>#1 on Google News for “worst gift ever” </li></ul><ul><li>#2 on Google News for “makeover” </li></ul><ul><li>#5 on Google News for “outdoor vacation” </li></ul>
  40. 40. Case Study #3 – Online Promotion <ul><li>Contest on Facebook page to promote contest and host entries and votes </li></ul><ul><ul><li>887 fans </li></ul></ul><ul><ul><li>151 Total wall posts </li></ul></ul><ul><ul><li>139 Contest submissions </li></ul></ul><ul><ul><li>559 Total likes/votes </li></ul></ul><ul><ul><li>4,242 Total pageviews </li></ul></ul>
  41. 41. Case Study #4– National Council (non-profit) <ul><li>A national organization representing mental and behavioral health </li></ul><ul><li>Goals around media coverage, awareness and membership recruitment and retention </li></ul><ul><li>Partnering with internal team and other partners </li></ul>
  42. 42. Case Study #4 – Media Relations/Awareness <ul><li>Let traditional media drive online efforts </li></ul>
  43. 43. Case Study #4 – Media Relations/Awareness <ul><li>The campaign generated a large volume of traffic looking for sources </li></ul><ul><li>A media alert was drafted and posted on The National Council Web site, and sent to traditional media </li></ul>
  44. 44. Case Study #4 –Traffic from Traditional Media Relations, Social Media & Search
  45. 45. Case Study #4 – Online Programs Drive Traditional Media Coverage <ul><li>When The National Council built a presence on SecondLife, we pitched it to bloggers </li></ul><ul><li>Posted to online newswires </li></ul><ul><li>Communicated via social networks </li></ul><ul><li>All while the public relations group pitched to traditional media </li></ul>
  46. 46. Case Study #4 – Widespread Media Coverage
  47. 47. Summary <ul><li>Focus on the goal first </li></ul><ul><li>Define the end consumer, think beyond the buyer </li></ul><ul><li>Determine a compelling message </li></ul><ul><li>Don’t pre-determine channel and creative </li></ul><ul><li>Measure, measure, measure </li></ul>
  48. 48. Be The Cab Driver!
  49. 49. Take Aways <ul><li>Listening is more important than talking </li></ul><ul><li>Don’t think about numbers for the sake of numbers, correlate numbers to business objectives </li></ul><ul><li>Influence the influencers </li></ul><ul><li>Join the conversation; remember it’s a dialogue, not a monologue! </li></ul>
  50. 50. Bill Balderaz Webbed Marketing @bbalderaz