Post on 24-Jan-2015
description
Social Media
1
MEASURING THE IMPACT OF SOCIAL
@JustinRamers, Director of Digital and Social Media
Social Media
2
Justin RamersDirector of Digital and Social MediaACTIVE Network
Twitter: @JustinRamersLinkedIn: http://www.linkedin.com/in/ramersEmail: justin.ramers@activenetwork.com
Hashtag:#BrandAidTX
Social Media
3
Deep expertise in event and participant management.
We are the technology that powers events.
Social Media
4
Right here…
…right now.
Social Media
5
STRATEGY BEFORE TACTICS
Business Goals
Marketing Strategy
Social Media Strategy
Social Media Tactics
Tools & Metrics
Social Media
6
Social Media
Event Marketing
Brand Awareness
Participant Experience
Social Intelligence
Customer Service
Community Building
Social media is more than just marketing…
…and data is critical to every piece.
Social Media
7
12
3
Build Awareness (Discovery)Generating high-quality leads from social media
Leverage Word of Mouth (Purchase)Social sharing during and post-registration
Increase Engagement (Participation)Extending engagement before, during and after event
SOCIAL OPPORTUNITIES (PHASE)
Social Media
8
1. BuildAwareness
Social Media
9
Social Media
10
Opportunity to Connect
Social Media
11
Authenticity
Social Media
12
Social Media
13
Relevance
Social Media
14
CREATING ENGAGEMENT
Social Media
15
― Identify internal delegates
―Create a crisis communication plan
―Create a content calendar
―Require the use of scheduling tools
―Shorten & track all links
―Collect & report on key data points monthly
DAILY OPERATIONS
Social Media
16
Inbound marketing costs 61% less per lead
Social Media
17
A “Fan” alone is not a metric…
Value/Fan justifies acquisition efforts.
Social Media
18
VALUE PER FAN/FOLLOWER
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul$0.000
$0.020
$0.040
$0.060
$0.080
$0.100
$0.120
$0.140
$0.160
Social Media
19
2. Leverage Word of Mouth
Social Media
20
Traditional Funnel
Viral LoopShare
CREATING A VIRAL LOOP
Credit: Adobe
Social Media
21
17.3% Share
2.99 Clicks
12.4% Register
Social Media
22
11.1% conversion rate
Your customers have joined your
communications team
Social Media
23
A B
A 1% increase in share rate
= 18,540 additional sharing actions
Social Media
24
3. IncreaseEngagement
Social Media
25
Unless you’re getting married, “engagement” is not a metric.
Social Media
26
Social Media
27
Social Media
28
Social metrics:• Registrations• Visits• Content downloads• Posts• Shares• Video views• Time on site
EXTENDING ENGAGEMENT
Extend the event lifecycle by creating engagement before, during and after an event.
Social Media
29
Hashtags should be:• Short• Memorable• Reiterated frequently
HASHTAGS
Bridge the gap between offline and online by using hashtags to capture engagement
Social Media
30
Measuring and Reporting
Social Media
31
$0.72 Value per Fan
$0.45 Value per share
$0.61 Cost per acquisition
17.3% Facebook share rate
Visits from social: 910,000+/month
Incremental registrations from social: 17K+/month
Real data driving real business decisions.
Social Media
32
Goal Metrics
Drive participation Leads, registrations, shares
Provide more value for sponsors Social impressions, social mentions, booth check-ins
Provide excellent customer support Support tickets resolved, mentions responded to
Enhance the participant experience Feedback items, % return attendees
Build community Account setups, visits, number of posts
Build/strengthen brand Mentions, influencers identified, hashtag uses
Understand demand in new and existing markets Repeat registrants, time to sellout
GOALS AND METRICS
Social Media
33
Jan Feb Mar AprTotal Fans 367,378 398,092 429,201 463,379Fans Added 39,865 34,618 34,248 37,571
Paid 28,296 25,835 24,825 23,629Organic 11,569 8,783 9,423 13,942Paid % 71.0% 74.6% 72.5% 62.9%
Unsubscribes 3,022 2,732 3,139 3,393UnSub-% 0.82% 0.69% 0.73% 0.73%
Net New Fans 36,843 31,886 31,109 34,178Goal 29,910 40,636 26,937 21,043Index 1.23 0.78 1.15 1.62
# of Posts 707 707 707 707Impressions 46,248,837 31,622,999 38,434,410 39,120,789Impressions/Post 65,416 44,728 54,363 55,334
Visits 187,048 149,203 274,249 276,017CTR 0.40% 0.47% 0.71% 0.71%Page Views 414,743 417,478 671,412 610,923Transactions 690 373 687 3,128
On-site Value $13,921.33 $12,164.22 $20,064.14 $32,648.15Value/Fan $0.04 $0.03 $0.05 $0.07
Paid Fans 28,296 25,835 24,825 23,629Acq Cost $13,949.95 $12,600.00 $13,876.54 $13,499.89CPA $0.49 $0.49 $0.56 $0.57Annualized ROI -$1,083.05 -$3,126.93 $49.58 $6,477.96
Fan
Acqu
isitio
nAd
s RO
IPe
rfor
man
ce
Audience Acquisition
Results & Value
Cost
Social Media
34
1. ImpressionsHow many people are seeing the posts I’m making
2. ClicksHow many visits I’m getting from each of my posts
3. ConversionsHow many people are ordering or signing up for stuff
(Impressions) x CTR = (Clicks) x Conv-% = (Conversions)
THE 3 ESSENTIAL DATA POINTS
Social Media
35
Social Media
Event Marketing
Brand Awareness
Participant Experience
Social Intelligence
Customer Service
Community Building
Social media is more than just marketing…
…and there are metrics for every piece.
• Members• Visits• Posts
• Leads• Registrations• Shares
• Mentions• Influencers
• Feedback items• Return customers
• Roadmap items• Data points
• Tickets resolved• NPS
Social Media
36
“(Tomorrow’s marketers) will need to predict the future by leveraging insights, interpreting trends and mining data to consistently develop products and services consumers never really knew they needed or wanted.”
- Andrew Hayes, CEO/CMO Recruiter
Credit: AMC
Social Media
37
1,217 clicks/ 50,047 people saw this---------------------------------0.0243 = 2.43% CTR
- 1,217 clicks- 177 registrations
EXERCISE #1
177 registrations/ 1,217 clicks ---------------------------------0.1454 = 14.54% Conv-%
Social Media
38
496 clicks/ 5,879 people saw this---------------------------------0.0844 = 8.44% CTR
- 496 clicks- 29 registrations
EXERCISE #2
76 registrations/ 496 clicks ---------------------------------0.1532 = 15.32% Conv-%
Social Media
39
Thank you!@JustinRamers