The Akron chapter of the American Advertising Federation and Canton Advertising Federation jointly present a professional development seminar on measuring social media success. Featured speaker Bill Balderaz, founder of Columbus-based Webbed Marketing, will discuss how businesses and marketing, advertising and PR professionals can associate hard results with social media campaigns. His topics will include: Determining the value of social media and understanding its metrics, Integrating social media campaigns and business goals and Determining social media ROI and helping clients select the right tools to measure it.
3. Brand Focused vs. Social Media Focused âYes it generated 2 MM impressions, 400 leads and 50 sales, but it has the wrong color blue in the logo.â
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?
11. Clear Goals Canât measure âmore buzzâ Define measurable metrics â 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
17. The Webbed Marketing Scorecard Tracks âmicro goalsâ 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 competitorsâ 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!
34. 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
35. Case Study #1 - Moochie & Co. Press releases timed with high search volume, high media attention topics âI Love My Mommyâ t-shirt near Motherâs Day âTake Your Dog to Workâ campaign âI Have Two Daddiesâ campaign âMySpace for Cats & Dogsâ Highly targeted market, highly competitive industry, limited advertising budget
40. Case Study #3 - Shizuka New York Located in Midtown Manhattan Cosmetology & skin care with âEastern Holistic Knowledgeâ Featured in international media including Marie Claire, Shape, Vogue, and Harpers Bazaar
41. Case Study #3 - Shizuka New York Following Word of Mouth program: Mention on Jay Leno Mention on CNN Home page of CNN.com E! âThe Soupâ The Hollywood Reporter
42. Case Study #3 - With a Compelling Hook Highlighting âBird Poop Facialsâ
43. Case Study #3 - Setting Goals Branding and awareness Increased site traffic New clients
60. Take Aways Listening is more important than talking Donât think about numbers for the sake of numbers, correlate numbers to business objectives Influence the influencers Join the conversation, just remember itâs a dialogue, not a monologue!
