measuring social media presence

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Post on 06-May-2015




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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.


  • 1.Youve Created a Social Media Campaign Now What? Measuring the success of social media

2. Who is Really Using Social Media?

  • 75% of college students
  • 60% of the wealthy
  • Facebooks fastest growing demographic is 50+, followed by 41-45 year olds
  • The average Twitter user is 31
  • YouTubes audience is a perfect representation of the Internet population
  • According to Wikipedia, Twitter now has more than 100 million users

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. 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.

5. The Preacher vs. The Cab Driver 6. Assumption #1: Yes, This Matters in B2B Source: Forrester Research 7. Assumption #2: Yes, This Matters in the Consumer Space Source: BrandWeek 8. Using Social Media to Research

  • Twitter Over 10MM people using Twitter
    • Twitter keyword alerts
    • Search on keywords & advanced search (location, keywords, demographics)
    • Use Twitter Directory
  • Google Search webbed marketing
    • Shows numbers of people with that keyword in their profile
    • Do it for any site. SEO +Columbus
  • Social Media Aggregator
    • g)
  • Google Alerts
  • Google Blog Search
  • Google Analytics

9. Agenda

  • Implementing Social Media Campaigns
  • Approaches to Measuring ROI
  • Social Media Case Studies
  • Summary

10. Implementing Social Media Campaigns Successfully 11. Clear Goals

  • Cant 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

12. 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

13. Determine Distribution Plan

  • Earn your way into distribution
  • Avoid word Free
  • Look for specialized networks or celebrity bloggers that dont often get pitched
  • Rate the value of each participant and determine the pitch

14. Approaches to Measuring ROI for Social Media Campaigns 15. The David Meerman Scott Approach

  • What is the ROIof putting your pants on ?

16. The Analytical Approach 17. The We Know It Works 18. The Webbed Marketing Scorecard 19. 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!

20. Consumer Generated Media Analysis 21. Consumer Generated Media Analysis 22. Real-Time Blog Buzz With Benchmarks 23. Just Give Me A Number 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 $38,200282% 25. Case Studies Measuring ROI 26. 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

27. Case Study #1 - Moochie & Co.

  • Press releases timed with high search volume, high media attention topics
    • I Love My Mommy t-shirt near Mothers 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

28. Case Study #1 - Moochie & Co. 29. Case Study #1 - Moochie & Co. 30. 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

31. Case Study #2 - Shizuka New York

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

32. Case Study #2 - With a Compelling Hook

  • HighlightingBird Poop Facials

33. Case Study #2 - Setting Goals

  • Branding and awareness
  • Increased site traffic
  • New clients

34. Case Study #2 - SEO Press Release 35. Case Study #2 - Blogger Outreach 36. Case Study #2 -Video

  • The YouTube Geisha Facial video 20,000+ views

37. Case Study #3 Romantic Makeover 38. Case Study #3 Romantic Makeover 39. 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

40. 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

41. 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

42. Case Study #4 Media Relations/Awareness

  • Let traditional media drive online efforts

43. 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

44. Case Study #4 Traffic from Traditional Media Relations, Social Media & Search 45. 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

46. Case Study #4 Widespread Media Coverage 47. Summary

  • Focus on the goal first
  • Define the end consumer, think beyond the buyer
  • Determine a compelling message
  • Dont pre-determine channel and creative
  • Measure, measure, measure

48. Be The Cab Driver! 49. Take Aways

  • Listening is more important than talking
  • Dont think about numbers for the sake of numbers, correlate numbers to business objectives
  • Influence the influencers
  • Join the conversation; remember its a dialogue, not a monologue!

50. Bill Balderaz Webbed Marketing @bbalderaz