Smart Social New York 2017 Breakout Session Speakers: Shanna Carpenter, Director of Social Media at Equinox Gemma Craven, SVP, Head of Social & Mobile at McCann Ray Rahmati, Senior Market Director at Spredfast

1. Social Media is
More Than a
Metric

2. Meet the Panelists
Senior Market Director
Spredfast
@ray_rahmati
Ray
Rahmati
Your Host Today:
Director, Social Media
Equinox
@shannaneegans
Shanna
Carpenter
Head of Social and Mobile
McCann
@gemsie
Gemma
Craven

3. Return on Investment
Return on Engagement
Return on Influence

4. We are programmed to ask ROI question by
traditional media…
But it can be a
square peg in a round hole

5. OR
Success is not just about

6. Instead, tell me what your
challenges ARE, and I’ll solve
them with social…

7. The 3things we hear the most
when we ask that question are..

8. The 3things we hear the most
when we ask that question are..
Brand Awareness
Innovation
Social Care

9. Brand
Awareness

13. Inspired?

14. Then there are the
brands you can
relate to.

17. There is always potential
for these interactions to
be shared, broadcasting
your brand’s personality
and values

18. What Brand Awareness Metrics Matter?
Basics:
• Audience Growth
• Share of Conversation
What you should really pay attention to:
• Are you moving the needle with your audience
• Are they sharing your content with their followers
• Are they talking about you to their followers
• How many non-followers do you reach
One step further:
• Growth in search volume
• Growth in direct web traffic

19. Innovation

20. Social platforms
change every day….
Your strategy has to
change with them...

21. To stay relevant you
must push innovation
and commit to a test
and learn mentality

22. There is no hard ROI for innovation

24. It’s not about ads sold.
It’s about increased
reach and new
audiences.

25. The Victoria’s Secret Fashion Show
is a broadcast event. True or False?

28. CLICK

29. What Experimentation Metrics Matter?
Basics:
• It doesn’t matter
What you should really pay attention to:
• Your Gut
One step further:
• This is about throwing sh*t against a wall, the very nature of experimentation is to test and
learn.

30. Social Care

31. In 2016,
we collected data on some of the
biggest brands
in the world, 20 to be exact.
We wanted to evaluate
how much
of their social content was
1:Many vs. 1:1...

32. The results are
surprising and
decisive

37. Every interaction can increase
revenue, impact brand
sentiment or drive awareness
Be Authentic!

38. “Social Love”
is on the rise

39. ‘Social Love’:
when you engage with customers who are already fans of your
brand and you elevate them through recognition, amplification
or surprise and delight outreach

44. Be committed
to providing help, being
transparent and rewarding
those that who are loyal

45. What’s the value of
making everyone you
interact with a little bit
happier?

46. What Care Metrics Matter?
Basics:
• Response time
• Engagement and visibility driven by outbound messages
What you should really pay attention to:
• Are you cultivating audience driven “evangelism”?
• Is there more brand love content being created over time?
One step further:
• Bring in NPS to demonstrate activation of high-value customers

47. All of this – all of these
examples lead to one thing
Brands being human.

48. Gemma Craven
McCann

49. Unlocking the
Value of Social Data
Moving Beyond Vanity Metrics In A Like Obsessed World

50. “Can you tell me what people
are saying about summer on
social media?”

52. Social can give immediate
consumer feedback.

53. As Chick-fil-A found with it’s new
BBQ Sauce

54. Glossier uses social to drive product
development

55. Lockheed uses social to
understand a new world

56. The Fearless Girl was
born thanks to social data

57. Focus on what the data really needs
to support
Product
Launch
Brand
Awareness
The
Consumer
Campaign
Launch
Measurement & Optimization

58. Forward thinking brands are
embracing a Learning Agenda
when it comes to their social data

59. Shanna Carpenter
Equinox

60. Creating Meaning from
Metrics
In Order to Build a Social/Digital-FirstOrganization
Shanna Carpenter

61. Most people don’t care about
your nerdy numbers.

62. Storytelling is the human unit
of communication

65. The Hub and Spoke Model
When you are
surrounded,
give the people
what they want.

67. Organizations become their metrics
• You can’t pick your data, but you can pick
your metrics
• Good metrics are: Consistent, Cheap and
Collectible
• Metrics are only valuable if you can manage
to them

68. Q&A Time
Shanna Carpenter
Equinox
@shannaneegans
Gemma Craven
McCann
@gemsie
RayRahmati
Spredfast
@ray_rahmati

69. Next Up…
Headline Keynote 4:25 PM - 5PM
(Forum A)