Social Media Marketing Measurement A research project to understand new possibilities

Transcription

1 Social Media Marketing Measurement A research project to understand new possibilities Boris Grinkot Associate Director of Product Development MECLABS Primary

2 Social Media Measurement (theory) Step 1: Identify target actions Step 2: Track relevant intermediate metrics Step 3: Correlate user activities with desired outcomes ACTIONS Tweet INTERMEDIATE METRICS Video Plays Following inviting Tags link download # of friends DIGITAL MARKETING KPIs digging Blog comment Hashtags Subscription Bookmark sharing mention friends Re tweet # of downloads # mentions # of retweets # of comments # of followers Influence Posting Share of Conversation Network Size $$ CR LTV CPA # of views responses 2

3 Social Media Marketing: How MarketingSherpa used Social Media to drive Summit traffic Justin Bridegan Marketing Manager,

4 3 questions to ask before starting down the ROAD to social marketing maturity Q1. Where are you now in social marketing? Q2. Where do you want to be? Q3. How do you get there from here? 4

5 The social marketing ROAD Map defined A method for mapping a social marketing strategy 5

6 Overall Goal The marketing team s objective was to increase the social media participation for the Summit through various contests and incentive campaigns driving more traffic to the Summit. The Challenge Finding the best way to engage the audience using the most effective social media channel available. 6

7 Campaigns & Objectives #1 Twitter Contest Viral message to encourage Summit participation and drive traffic to the Summit #2 Social Media Promotion Use social media channels to promote a special limited time offer for Summit and drive an increase in ticket sales #3 Affiliate Contest Increase social media participation through affiliates to drive ticket sales 7

8 Campaign #1 Strategy & Tactics #1 Twitter Contest Details: Tweet the Summit session you most look forward to Platform: Twitter, LinkedIn, Facebook, Summit landing page mention Incentive: 2 $100 Amazon Gift Cards Follow up: 2 reminder messages, and congratulations announcement 8

9 Campaign #1 Examples 9

10 Campaign #2 Strategy & Tactics #2 Social Media Promotion Details: Register for Summit on Jan and receive a gift card Platform: Twitter, LinkedIn, Facebook, Summit landing page mention Incentive: Everyone who signed up on 1/13 14 received a $25 Caesars Palace gift card Follow up: Day before and day of reminder messages 10

11 Campaign #2 Examples #2 Social Media Promotion 11

12 Campaign #3 Strategy & Tactics #3 Affiliate Contest Details: Affiliates promote the Summit through social media activities, best performing affiliate chosen as the winner Platform: kickoff Affiliates used blogs, YouTube, Twitter, Facebook Incentive: Free ticket to Summit along w/ travel accommodations, including speaking opportunity Follow up: 3 messages: Invitation, details, ideas 12

13 Campaign #3 Examples #3 Affiliate Contest 13

14 Campaign #1 Results #1 Twitter Contest 170 Tweets + 73 New Users Metric Before After Relative Difference #Sherpa Hashtag Tweets 3 Tweets 2 Users 173 Tweets 75 Users +170 Tweets +73 Users Source: 14

15 Campaign #1 Results #1 Twitter Contest 1 Week Period 170 Tweets + 73 New Users Metric Before After 4 Weeks before Event Relative Difference #Sherpa Hashtag Tweets 3 Tweets 2 Users 173 Tweets 75 Users +170 Tweets +73 Users Source: 15

16 Campaign #2 Results #2 Social Media Promotion 60% Increase in Registrations Metric Daily Reg. Avg. Jan Avg. Relative Difference Summit Registrations 5 Tickets 8 Tickets +3 Tickets Avg. 60% Increase 16

17 Campaign #3 Results #3 Affiliate Contest 116 Additional Trending Activities (Includes All traffic) Metric Nov. 12 Jan.19 Relative Difference Tweets Posts (Blog, Facebook, etc.) 120 Tweets 280 Posts 205 Tweets 311 Posts +85 Tweets +31 Posts Source: 17

18 Summary & Key Takeaways Map out an effect social media marketing methodology: ROAD Map (Research Objectives Actions Devices) Start small & test You don t know, what you don t know Determine the most effective offers for your campaigns including: Contests, incentives and promotions (Quality vs. Quantity) Successful campaigns don t always equate to revenue (One of many contributing components) 18

19 Social Media Marketing Using Social Media in A BIG Way Jason Henderson Marketing and Product Launch Consultant, Big Facebook.com/bigmarketing

20 Twitter Contest Strategy Utilizing Affiliate Partners Offered amazing webinar recording with world famous expert and chance for amazing prize package in exchange for re tweeting free reports during product launch Incentivized partners to promote free reports by potential retweeting of their partner link. i.e. Objective: Build twitter following for additional touch point during product launch sequence and get more affiliates to promote 20

21 Sample Results from Twitter Contest 21

22 Affiliate Marketing Using Social Media Contests Two social media contests in last year saw increase of 307% in affiliate revenue for promoting MarketingSherpa alone. Ticket sales for Summit increased 50% from Dec 2010 to Jan 2011 with 2 nd social media contest Saw increase in Facebook followers from less than 2k to over 5k after first social media contest in Dec 09/Jan 10 Tactics included blogging, youtube videos, Facebook and Twitter 22

23 Tracking Social Media Used php programming to find out what social media sites brought in the most prospects and customers. What specific youtube videos brought in most prospects vs customers Customization and personalization of landing pages and buyer paths based on this data 23

24 Summary & Key Takeaways Give something of value to every participant for greater participation Treat your partners better than your competitors Automate as much as possible Track everything 24

25 Social Media Marketing Cory Hartlen Community Manager,

26 Never Stop Learning What we Wanted What we Did What we Learned 26

27 Visits by Media Type, Key Words and Posts 27

28 Social Metrics Meet Web Analytics 28

29 Social Activity Leads to Conversions 29

30 Questions?