Webbed Marketing PRSA Presentation from the July luncheon event. Amy Marshall and Bill Balderaz from Webbed Marketing present on how to measure the success of a social media campaign. http://www.webbedmarketing.com

1. You’ve Created a Social Media Campaign — Now What?Measuring the success of social media! Amy Marshall & Bill Balderaz Webbed Marketing www.webbedmarketing.com

2. Brand Focused vs Social Media Focused

3. 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.”

4. The Preacher vs. The Cab Driver

5. Agenda Is Social Media Marketing For You? Set Clear Goals Approaches to Tracking Online Marketing Social Media Case Studies Summary

6. Is Social Media Marketing For You?

7. Is Social Media Marketing for You? Are you goal-oriented? Can you fast track legal, marketing and branding concerns? Is it okay if EVERYONE hears about this program? Can you stand behind your product and program in the face of criticism? Can you be edgy?

8. Assumption #1: Yes, This Matters in B2B Source: Forrester Research, January 2009

9. Assumption #2: Yes, This Matters in the Consumer Space Source: BrandWeek

10. Set Clear Goals

11. 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

12. Approaches to Tracking Social Media Scorecard

13. The David Meerman Scott Approach What is the ROI of putting your pants on?

14. The Analytical Approach

15. The “We Know It Works”

16. The Webbed Marketing Scorecard

17. 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

18. 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!

19. Consumer Generated Media Analysis

20. Consumer Generated Media Analysis

21. Consumer Generated Media Analysis

22. Consumer Generated Media Analysis

23. Consumer Generated Media Analysis

24. Consumer Generated Media Analysis

25. Consumer Generated Media Analysis

26. Consumer Generated Media Analysis

27. Consumer Generated Media Analysis

28. Consumer Generated Media Analysis

29. Diagnostics

30. Diagnostics

31. Diagnostics

32. Real Time Blog Buzz With Benchmarks

33. Just Give Me A Number

34. Just Give Me A Number (Okay now I need more details)

35. An ROI Calculator

36. Social Media Case StudiesMeasuring ROI

37. 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

38. 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

39. Case Study #1 - Moochie & Co.

40. Case Study #1 - Moochie & Co.

41. Case Study #2 - Hatteras Cash Cow

42. Case Study #2 - Hatteras Cash Cow

43. Case Study #3 - 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

44. Case Study #3 - 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

45. Case Study #3 - With a Compelling Hook Highlighting “Bird Poop Facials”

46. Case Study #3 - Setting Goals Branding and awareness Increased site traffic New clients

47. Case Study #3 - SEO Press Release

48. Case Study #3 - Blogger Outreach

49. Case Study #3 - Video The YouTube Geisha Facial video – 18,000+ views

50. Case Study #3 - Other Results Site traffic Inbound links Web results

51. Case Study #3 - Site Traffic From March to June traffic increased more than 60% Traffic increased from all sources Inbound links increased from 529 to 1,109

52. Case Study #3 - Web Results Ice Rocket web results were at 3,960 at the beginning of May and are now up to 20,700

54. 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, just remember it’s a dialogue, not a monologue!

55. Be The Cab Driver!

56. For More Information www.webbedmarketing.com @amymarshall or @bbalderaz amarshall@webbedmarketing.com or bbalderaz@webbedmarketing.com