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05/02/2023 www.meteorsolutions.com 1
THE ROI OF SOCIAL MEDIAMeteor Webinar – 10/29/2009
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Introduction Ben Straley, Meteor Solutions CEO Leading Technology Platform for Tracking
and Activating Earned Media
Brands Using Meteor Include:
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Online Advertising Is Changing…
CONFIDENTIALwww.meteorsolutions.com
Build Site and Create ContentBuy Ads
Tracking and Optimization
Tracking and Optimization
SEO and Paid Search
Today Marketing Success Is EarnedPaid Media
(Ads)Owned Media Earned Media
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The Bigger Picture
and I
MBlo
gsVid
eo
Forum
s and
Message
Board
s
Aggre
gators
and B
ookmark
ing
Social
Network
sPor
tals
Wikis
Refer
ence
Sites
Q and A
Photos
Newspa
per Sit
es
Deals a
nd Sh
oppin
gOthe
rLoc
al0.0%
5.0%
10.0%
15.0%
20.0%
25.0%
30.0%
Sources of Earned Referrals
Source: Meteor Solutions data from >15 sites spanning games, mobile, technology, and travel sites.
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Does It “Move the Needle”?
Lots of Traffic
•15-20% of Unique Visitors from “Earned” Links
(source: Meteor Solutions)
Valuable Visitors
•1.5x – 4x Conversion Lift•Loyal Fans
(source: Meteor Solutions, Razorfish)
+Growth Potential
•Twitter is Third-Largest Referrer of Traffic to Etsy (source: emarketer.com)
•Facebook is Top Referral Source to PerezHilton.com (source: hitwise.com)
+
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So How Do I Measure Its Value and ROI?
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Recommendation #1
Be Clear About Your Objectives and Set Expectations Accordingly
www.meteorsolutions.com@meteorsolutions
Awareness = Sheep + LEDs
Video Brand/Product Page
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See? It Works! > 8MM Video Views (6MM in First 2 Weeks) > 3K Tweets About Video on Twitter
Blog Mentions Search Volume
Video Posted to You Tube (3/16/2009)
Or Does It?
Video Posted to YouTube
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Recommendation #2
Track and Measure What You Can. There Are Free Tools That Make It Simple and Easy to
Quantify Impact and ROI.
www.meteorsolutions.com@meteorsolutions
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Quantifying Impact Using Twitter and Bit.ly
http://www.ted.com/talks/clay_shirky_how_cellphones_twitter_facebook_can_make_history.html
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Twitter Activity
Useful, relative measure of content “reach”
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Bit.ly Click Trends
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@meteorsolutions Stats Avg. Clicks per Tweet:
13 Number of Followers:
184 Click-Through Rate:
7.1%
Avg. Total Clicks per Tweet (bit.ly):2,698
Avg. % of Total Clicks per Tweet (bit.ly): .6%
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Click-Through Rate = Effectiveness
www.meteorsolutions.com@meteorsolutions
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My Click-Through Rate = (My Clicks) / (My Followers)
•Click-through rate declines as the number of followers increases.
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Click-Share = Influence
www.meteorsolutions.com@meteorsolutions
Twitter Click-Share = (My Clicks) / (Total Clicks)
•The higher your click-share, the more influence you have relative to others sharing the same content.
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Recommendation #3
Go Beyond Listening, Counting Mentions, and Tracking “First Clicks”. Capture the
Full Scope of Your Program’s Impact.
www.meteorsolutions.com@meteorsolutions
05/02/2023 Proprietary and Confidential. Patents Pending.
Case Study: The Multiplier EffectGOAL: • Accelerate awareness and excitement around Game Launch
STRATEGY AND PLAN:• Display Advertising Directing Traffic to Viral Promotion
TACTICS:• Drive traffic with ads and word of mouth• Video series encourages repeat visits and WOM• Community “unlock” of video content fuels sharing.
Game Campaign Results
05/02/2023 Proprietary and Confidential. Patents Pending.
Direct Referrals to Site
The common view of sources of traffic…
Rank by Direct Traffic Site Direct Referrals1 CAMPAIGN SITE 14,467 2 ad.adlegend.com (AD SERVER) 12,850 3 g.doubleclick.net (AD SERVER) 8,611 4 www.jeuxvideo.com 7,844 5 www.youtube.com 5,412 6 FAN SITE 4,455 7 forums.gametrailers.com 3,678 8 es.wikipedia.org 3,630 9 FAN SITE 3,494
10 www.pornbb.org 2,251 11 www.meristation.com 2,247 12 answers.yahoo.com 2,064 13 mail.live.com 1,985 14 www.giga.de 1,906 15 COMPANY SITE 1,650 16 www2.hshare.net 1,531 17 www.spaziogames.it 1,481 18 www.akiba-online.com 1,477 19 www.joystiq.com 1,097 20 www.neogaf.com 1,045 21 FAN SITE 1,026 22 www.xbox360achievements.org 725 23 CAMPAIGN SITE 291 24 es.youtube.com 72 25 www.jeuxactu.com 61
“Earned” Referrals to Site
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37%That’s the % of Unique Visitors That Came from Earned Referrals Over The Life of This Campaign.
And…
We’re Seeing Some Sites Drive The Majority of Their Traffic This Way
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But Wait, There’s More!
Remember this statistic?
“Visits from Shared Links Can Convert Up to 4X More Than Paid Media” (Razorfish)
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A Few Basic Calcs Traffic Value– Value of Visit: $2.50– Number of Direct Visits: 10,000– Value of Direct Visits: $2.50 * 10,000 =
$25,000
New Customer Value– Value of Conversion: $50.00– Number of Direct Conversions: 1,000– Value of Direct Conversions: $50.00 * 1,000 =
$50,000 www.meteorsolutions.com
@meteorsolutions
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Paid + Earned Media ROI Model Traffic Value
– Value of Visit: $2.50– Number of Direct Visits: 10,000– Value of Direct Visits: $2.50 * 10,000 = $25,000– Number of Earned Visits: 2,000– Value of Earned Visits: $2.50 * 2,000 = $5,000
Customer Value– Value of Conversion: $50.00– Number of Direct Conversions: 1,000– Value of Direct Conversions: $50.00 * 1,000 = $50,000– Number of Earned Conv.: 200– Value of Earned Conv.: $50.00 * 200 = $10,000
www.meteorsolutions.com@meteorsolutions
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Earned Media ROI Earned Media ROI (Visits)– 2,000 * $2.50 / 10,000 * $2.50 = 20%
Earned Media ROI (Conversions)– 200 * $50.00 / 1,000*$50.00 = 20%
www.meteorsolutions.com@meteorsolutions
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Tracking Earned Media ROI by Tactic/Channel
www.meteorsolutions.com@meteorsolutions
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Take-Aways Earned Media is a Key Determinant of
Campaign Success
Tracking and Measurement Can Be Simple and Inexpensive
Measurement Leads to Optimization of Campaign Performance
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November Webinar “Campaign Activation - How to Attract an
Audience and Drive Engagement”– Best Practices– Tips and Tricks– Optimization Methods– Case Studies
Wednesday, November 19th, 11AM PST
www.meteorsolutions.com@meteorsolutions
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How To Reach Me
Website: www.MeteorSolutions.comBlog: blog.meteorsolutions.comTwitter: @MeteorSolutions
Ben Straley, CEOBen@meteorsolutions.com
206.859.3563(866) 677-0604