Social Media: Measurement Master Class presented by Chris Abraham at Mesh Marketing 2010

1. SOCIAL MEDIA MARKETING & ONLINE PUBLIC RELATIONS Social Media Measurement Workshop November 2010

2. Abraham Harrison LLC WHO WE ARE 100% online media company, living our lives in the world of social media. Team of 35 professionals spanning 5 continents , speaking 10 languages natively. WHAT WE DO 1. Activate online influencers in the blogopshere, social networking sites & on Twitter to voluntarily carry your message in their voice and with their credibility to their audiences 2. Manage and protect your online reputation and image Help you become aware of threats to your brand reputation and gain control of your brand space online 3. Develop your impact and influence in the Social Networks: Increase the number of your fans, friends, and followers Intensify their relationship with you and your messaging

3. Solid goal-setting is key KPI before ROI

5. Brand equity

6. PR functions/ crisis control

7. Media relationships

8. Influencer relationships

9. Customer satisfaction

10. Likeliness to buy

11. Likeliness to recommend

14. Leads

16. Support case metrics

18. It’s easy to get lost in metric world and lose sight of the big picture

19. Now that strategy is good, let’s measure!

20. Now that strategy is good, let’s measure!

21. PROFESSIONAL TOOLS – Ex: SM2 How much are people talking about the brand?

22. PROFESSIONAL TOOLS – Ex: SM2 Where are people talking about the brand?

23. PROFESSIONAL TOOLS – Ex: SM2 Where are people talking about the brand?

24. PROFESSIONAL TOOLS – Ex: SM2 Where are people talking about the brand?

25. PROFESSIONAL TOOLS – Ex: SM2 Reputation?

26. Example: Campaign Report for Habitat for Humanity Online PR Promotion of Habitat for Humanity’s 2010 World Habitat Day Oct. 20, 2010

28. 504 Responses

29. 295 PostsWe were able to gather the statistics of UMV’s (unique monthly visitors) and followers for 188 of the 295 posts and determined that more than 38 million impressions were made out of the 188 posts from our blogger outreaches.Note that unlike ads which disappear after a campaign, these posts are now a permanent part of the online record, continually garnering more impressions and feeding link juice for SEO ad infinitum.

30. Summary of work on the 2010 World Habitat Day Campaign To illustrate how successful the World Habitat Day’s social media campaign was, this chart shows that the WHD outreaches generated more impressions and more mentions than a PR Web Finalist campaign performed by Abraham Harrison

31. Summary of work on the 2010 World Habitat Day Campaign *The Industry standard is a 5% response rate. The 2009 response rate was 15% and the 2010 response rate was 17%.

32. Summary of work on the 2010 World Habitat Day Campaign Social Media News Release Provides a one stop shop for bloggers Easily acquire media Videos Images Quotes Makes blogging easy Bloggers like articles that write themselves By providing easily copied info you allow them to create their posts faster. Worldhabitatdaynews.org

33. Summary of work on the 2010 World Habitat Day Campaign Worldhabitatdaynews.org SMNR Analytics – 246,212 hits

34. Summary of work on the 2010 World Habitat Day Campaign Post Examples

35. Summary of work on the 2010 World Habitat Day Campaign Post Examples

36. Summary of work on the 2010 World Habitat Day Campaign Post Examples

37. Summary of work on the 2010 World Habitat Day Campaign Post Examples

39. 38 million impressions from posts

40. Impressions were 35% higher than award finalist campaign

41. 22% increase in performance over last year

43. Questions? Further information we can provide as a follow up? http://abrahamharrison.com info@abrahamharrison.com (202) 570-4878