You've Created a Social Media Campaign-Now What?
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Transcript of You've Created a Social Media Campaign-Now What?
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
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 100MM 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
The Webbed Marketing Scorecard
• Tracks “micro goals” that funnel into strategic goals• In bound links, blog mentions, presence on social networks,
traffic numbers, web mentions and other measurable metrics funnel into strategic goals
• Provide real evidence of measurable improvement• Provide direction on where to focus efforts
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
Consumer Generated Media Analysis
Consumer Generated Media Analysis
Consumer Generated Media Analysis
Consumer Generated Media Analysis
Consumer Generated Media Analysis
Diagnostics
Diagnostics
Diagnostics
Real-Time Blog Buzz With Benchmarks
Just Give Me A Number
Just Give Me A Number (OK, now I need more details)
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