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MEASURING THE IMPACT OF SOCIAL

@JustinRamers, Director of Digital and Social Media

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Justin RamersDirector of Digital and Social MediaACTIVE Network

Twitter: @JustinRamersLinkedIn: http://www.linkedin.com/in/ramersEmail: justin.ramers@activenetwork.com

Hashtag:#BrandAidTX

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Deep expertise in event and participant management.

We are the technology that powers events.

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Right here…

…right now.

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STRATEGY BEFORE TACTICS

Business Goals

Marketing Strategy

Social Media Strategy

Social Media Tactics

Tools & Metrics

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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.

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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)

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1. BuildAwareness

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Opportunity to Connect

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Authenticity

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Relevance

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CREATING ENGAGEMENT

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― 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

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Inbound marketing costs 61% less per lead

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A “Fan” alone is not a metric…

Value/Fan justifies acquisition efforts.

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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

Facebook

Twitter

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2. Leverage Word of Mouth

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Traditional Funnel

Viral LoopShare

CREATING A VIRAL LOOP

Credit: Adobe

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17.3% Share

2.99 Clicks

12.4% Register

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11.1% conversion rate

Your customers have joined your

communications team

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A B

A 1% increase in share rate

= 18,540 additional sharing actions

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3. IncreaseEngagement

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Unless you’re getting married, “engagement” is not a metric.

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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.

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Hashtags should be:• Short• Memorable• Reiterated frequently

HASHTAGS

Bridge the gap between offline and online by using hashtags to capture engagement

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Measuring and Reporting

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$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.

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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

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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

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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

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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

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“(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

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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-%

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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-%

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Thank you!@JustinRamers