You’ve Created a Social Media Campaign — Now What?

Measuring the success of social media

Who is Really Using Social Media?

• 75% of college students• 60% of the wealthy• Facebook’s fastest growing demographic is 50+, followed by

41-45 year olds• The average Twitter user is 31• YouTube’s audience is a perfect representation of the Internet

population• According to Wikipedia, Twitter now has more than 100 million

users

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

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.”

The Preacher vs. The Cab Driver

Assumption #1: Yes, This Matters in B2B

Source: Forrester Research

Assumption #2: Yes, This Matters in the Consumer Space

Source: BrandWeek

Using Social Media to ResearchTwitter – Over 10MM people using Twitter

• Tweetbeep.com – Twitter keyword alerts• www.search.twitter.com – Search on keywords & advanced

search (location, keywords, demographics)• Use Twellow.com Twitter Directory

Google Search – site:facebook.com “webbed marketing”• Shows numbers of people with that keyword in their profile• Do it for any site. Site:linkedin.com “SEO” +”Columbus”

Social Media Aggregator• www.whostalkin.com (no “g”)

Google AlertsGoogle Blog SearchGoogle Analytics

Agenda

• Implementing Social Media Campaigns

• Approaches to Measuring ROI

• Social Media Case Studies

• Summary

Implementing Social Media Campaigns Successfully

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

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

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

Approaches to Measuring ROI for Social Media Campaigns

The David Meerman Scott Approach

• What is the ROI of putting your pants on?

The Analytical Approach

The “We Know It Works”

The Webbed Marketing Scorecard

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!

Consumer Generated Media Analysis

Consumer Generated Media Analysis

Real-Time Blog Buzz With Benchmarks

Just Give Me A Number

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%

Case Studies Measuring ROI

Case Study #1 - Moochie & Co.

• A specialty Web and mall pet gift and accessories retailer

• Highly-targeted market, highly-competitive industry, limited advertising budget

• Consumers and influencers are heavy Web users

Case Study #1 - Moochie & Co.

• Press releases timed with high search volume, high media attention topics• “I Love My Mommy” t-shirt near Mother’s Day

• “Take Your Dog to Work” campaign

• “I Have Two Daddies” campaign

• “MySpace for Cats & Dogs”

• Highly-targeted market, highly=competitive industry, limited advertising budget

Case Study #1 - Moochie & Co.

Case Study #1 - Moochie & Co.

Case Study #2 - Shizuka New York

• Located in Midtown Manhattan

• Cosmetology & skin care with “Eastern Holistic Knowledge”

• Featured in international media including Marie Claire, Shape, Vogue and Harpers Bazaar

Case Study #2 - Shizuka New York

• Following Word of Mouth program:• Mention on Jay Leno• Mention on CNN• Home page of CNN.com• E! “The Soup”• The Hollywood Reporter

Case Study #2 - With a Compelling Hook

• Highlighting “Bird Poop Facials”

Case Study #2 - Setting Goals

• Branding and awareness

• Increased site traffic

• New clients

Case Study #2 - SEO Press Release

Case Study #2 - Blogger Outreach

Case Study #2 - Video

The YouTube Geisha Facial video – 20,000+ views

Case Study #3 – Romantic Makeover

Case Study #3 – Romantic Makeover

Case Study #3 – Press Release• #1 on Google News for “Hocking Hills”• #1 on Google News for “outdoors getaway”• #1 on Google News for “vacation contest”• #1 on Google News for “worst gift ever”• #2 on Google News for “makeover”• #5 on Google News for “outdoor vacation”

Case Study #3 – Online Promotion• Contest on Facebook page to promote contest and host entries

and votes• 887 fans• 151 Total wall posts• 139 Contest submissions• 559 Total likes/votes• 4,242 Total pageviews

Case Study #4– National Council (non-profit)

• A national organization representing mental and behavioral health

• Goals around media coverage, awareness and membership recruitment and retention

• Partnering with internal team and other partners

Case Study #4 – Media Relations/Awareness

• Let traditional media drive online efforts

Case Study #4 – Media Relations/Awareness

• The campaign generated a large volume of traffic looking for sources

• A media alert was drafted and posted on The National Council Web site, and sent to traditional media

Case Study #4 –Traffic from Traditional Media Relations, Social Media & Search

Case Study #4 – Online Programs Drive Traditional Media Coverage• When The National Council built a presence on SecondLife, we

pitched it to bloggers• Posted to online newswires• Communicated via social networks• All while the public relations group pitched to traditional media

Case Study #4 – Widespread Media Coverage

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

Be The Cab Driver!

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!

Bill BalderazWebbed Marketingwww.webbedmarketing.com@bbalderaz