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You’ve Created a Social Media Campaign — Now What? Measuring the success of social media
| Date post: | 06-May-2015 |
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Business |
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You’ve Created a Social Media Campaign — Now What?
Measuring the success of social media
As of February 2012, 66% of online adults use social networking sites. 83% of people between the ages of 18-29 use social media 70% of people between the ages of 30-49 51% of people between the ages of 50-64 33% of people 65+
95% of all teens ages 12-17 are now online and 80% of those online teens are users of social media sites
Household income of adults using social media: Less than $30,000 – 71% $30,000 - $49,999 – 69% $50,000 - $74,999 – 60% $75,000+ – 69%
43% of all adult internet users were on a social media site yesterday
Who is Really Using Social Media?
100% of the US respondents reported using a form of social media- 95% used Facebook and 62% used Twitter
78% of the US respondents reported that posts businesses they follow on social media have had a moderate to highly influential effect on their purchase decisions
81% said that their friends’ posts influence their decisions
60% of the US respondents gather information or opinions about businesses from friends posts on social media sites
76% of US respondents regularly like the Facebook page of businesses 79% do so to take advantage of discounts and other incentives 70% followed by seeing details on sales and events Of the 76% that regularly like Facebook pages, 46% indicated that they also followed those
businesses on Twitter
Marketing Charts Survey Results
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
“Yes, it generated 2 MM impressions, 400 leads and 50 sales, but it has the
wrong color blue in the logo.”
Brand Focused vs Social Media Focused
The Preacher vs The Cab Driver
Implementing Social Media Campaigns
Successfully
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
Clear Goals
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 the Hook
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
Determine Distribution Plan
Approaches to Measuring ROI for
Social Media Campaigns
What is the ROI of putting your pants on?
The David Meerman Scott Approach
The Analytical Approach
The “We Know It Works”
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
The Webbed Marketing Scorecard
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!
Spiderfly
Spiderfly
Spiderfly
Diagnostics
Just Give Me A Number
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 Study
Tawlk.com
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
Summary
Be The Cab Driver!
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!
Take Aways
