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The Real ROI of Social Media

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Joseph Stabb, ABD
Joseph Stabb, ABD

Presentation given at Syracuse Biz Buzz on May 27, 2010 at the OnCenter Complex in Syracuse, NY.

BusinessTechnologie
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The Real ROI of Digital Communications: How Do We Measure? Joseph Stabb Director of Emerging Media ABC Creative Group Thursday, June 3, 2010
What We Will Discuss • Why are analytics important • Difference between web and social media analytics and how they correspond • Examples • What should you be measuring and how often • Top 5 action Items for today Thursday, June 3, 2010
Importance of Analytics • Everyone should care!! • Analytics can tell you what is working and more importantly what is not • Analytics can tell you about your audience • Analytics create a plan of attack Thursday, June 3, 2010
“If the Great Recession has taught marketers anything, it’s that measuring what’s working - or not working - is essential to wringing value from web sites and online marketing efforts.” - BtoB Magazine Thursday, June 3, 2010
Web vs. Social Media Analytics Thursday, June 3, 2010
Web vs. Social Media Analytics Web Social Media Visitors & Pageviews Fans, Followers, Connections Top Pages Interactions Geo-Targeting Demographics Referring Sites / Keywords Personal Insights E-Communications Research and Focus Groups Thursday, June 3, 2010
Some Examples... The easiest way to show it.... Thursday, June 3, 2010
Happy Helpers Association A Non Profit Organization • Goals & Objects • Communicate with membership and supporters • Implementation Plan • Highlighting events, training & education, legislative issues, special projects, etc... • Measurement & Monitoring • Monthly tracking web and social • Consistent messaging throughout all digital media • Measured Changes • Facebook Page: >1 Year, 7,273 fans • Web Traffic: 1,836 visits from Facebook, 1 year Thursday, June 3, 2010
Happy Helpers Association A Non Profit Organization • E-Communications • largest driving force to the website; huge spikes each month on launch date Thursday, June 3, 2010
Happy Helpers Association A Non Profit Organization • Facebook Page • Can track individual posts to see if people are interested in the topic and seeking more information • Allows us to understand our audience and cater our posts to their interests • Answer specific questions and concerns • All links posted drive traffic to site immediately Thursday, June 3, 2010
Happy Helpers Association A Non Profit Organization • YouTube Channel • Posted videos from events to get people interested in upcoming events. • Allowed members to sit in on relevant training they may have missed • Use as an overall educational tool about the association Thursday, June 3, 2010
Happy Helpers Association A Non Profit Organization • Register to Vote Microsite (niche) • Created a microsite to encourage people to register to vote (English & Spanish applications) • Used banner ads on their website, and custom tabs on Facebook • Promoted through e-communications • Provided partnering organizations with web buttons linking to microsite • Using Analytics, we could see that over 300 downloaded the English version, while only 5 downloaded the Spanish version Thursday, June 3, 2010
Rainbow Sprinkle Candy Company • Goals & Objectives • Launch a new line of candies • Implementation Plan • Blogger Relations, Facebook Page, Facebook Ads, Contests, and Consistent Messaging • Measurement & Monitoring • Facebook Page: added 251 fans during 2 week launch • Bloggers: Nearly a dozen articles written • Comments: Average 50 comments/post to planned launch items • Contest increased overall comments on Facebook • Traditional media coverage Thursday, June 3, 2010
Rainbow Sprinkle Candy Company • Blogger Relations • Connected with bloggers using a social media press release to announce the new products • Included text, photos, videos, product shots • Covered in a dozen blogs throughout the companies market area, reaching thousands of potential readers Thursday, June 3, 2010
Rainbow Sprinkle Candy Company • Social Media Press Release • Provide bloggers and media with rich content • All content was used in product mentions.Videos, photos, logos etc... • As measurable as e-communications Thursday, June 3, 2010
Rainbow Sprinkle Candy Company • Facebook Page / Consistent Messaging • Created custom graphics, tabs, and interactive posts for before, during, and after the product launch • Made custom graphics the default landing page • Created contests increasing fans and comments • Did targeted Facebook advertising to “candy likers” • Increased the fans of their page by over 250 people in 2 weeks and they are now getting about 50 comments per post on their wall • All measurable!!! Thursday, June 3, 2010
Rainbow Sprinkle Candy Company • Overall media Coverage • Traditional media picked up on the buzz • Increased awareness within their market area Thursday, June 3, 2010
Top 5 Actions for Today Thursday, June 3, 2010
Top 5 Actions for Today • Decide what is important for you to measure. Set marketing goals. • Make sure that you are accurately measuring and reading the analytics correctly. • Build a dashboard for tracking over time. • Monitor it daily, weekly, or monthly. • Make changes and updates regularly to adjust for user traffic and results. Thursday, June 3, 2010
Connect with ABC • Website • ABC on LinkedIn www.abccreativegroup.com http://www.linkedin.com/companies/ 201929 • The Blog www.theideadrawer.com • Oh yeah and, (315)-471-1002 • ABC on Facebook http://www.facebook.com/ abccreativegroup • ABC on YouTube http://www.youtube.com/user/abccreative • ABC on Twitter @ABCCreative Thursday, June 3, 2010

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The Real ROI of Social Media

  • 1. The Real ROI of Digital Communications: How Do We Measure? Joseph Stabb Director of Emerging Media ABC Creative Group Thursday, June 3, 2010
  • 2. What We Will Discuss • Why are analytics important • Difference between web and social media analytics and how they correspond • Examples • What should you be measuring and how often • Top 5 action Items for today Thursday, June 3, 2010
  • 3. Importance of Analytics • Everyone should care!! • Analytics can tell you what is working and more importantly what is not • Analytics can tell you about your audience • Analytics create a plan of attack Thursday, June 3, 2010
  • 4. “If the Great Recession has taught marketers anything, it’s that measuring what’s working - or not working - is essential to wringing value from web sites and online marketing efforts.” - BtoB Magazine Thursday, June 3, 2010
  • 5. Web vs. Social Media Analytics Thursday, June 3, 2010
  • 6. Web vs. Social Media Analytics Web Social Media Visitors & Pageviews Fans, Followers, Connections Top Pages Interactions Geo-Targeting Demographics Referring Sites / Keywords Personal Insights E-Communications Research and Focus Groups Thursday, June 3, 2010
  • 7. Some Examples... The easiest way to show it.... Thursday, June 3, 2010
  • 8. Happy Helpers Association A Non Profit Organization • Goals & Objects • Communicate with membership and supporters • Implementation Plan • Highlighting events, training & education, legislative issues, special projects, etc... • Measurement & Monitoring • Monthly tracking web and social • Consistent messaging throughout all digital media • Measured Changes • Facebook Page: >1 Year, 7,273 fans • Web Traffic: 1,836 visits from Facebook, 1 year Thursday, June 3, 2010
  • 9. Happy Helpers Association A Non Profit Organization • E-Communications • largest driving force to the website; huge spikes each month on launch date Thursday, June 3, 2010
  • 10. Happy Helpers Association A Non Profit Organization • Facebook Page • Can track individual posts to see if people are interested in the topic and seeking more information • Allows us to understand our audience and cater our posts to their interests • Answer specific questions and concerns • All links posted drive traffic to site immediately Thursday, June 3, 2010
  • 11. Happy Helpers Association A Non Profit Organization • YouTube Channel • Posted videos from events to get people interested in upcoming events. • Allowed members to sit in on relevant training they may have missed • Use as an overall educational tool about the association Thursday, June 3, 2010
  • 12. Happy Helpers Association A Non Profit Organization • Register to Vote Microsite (niche) • Created a microsite to encourage people to register to vote (English & Spanish applications) • Used banner ads on their website, and custom tabs on Facebook • Promoted through e-communications • Provided partnering organizations with web buttons linking to microsite • Using Analytics, we could see that over 300 downloaded the English version, while only 5 downloaded the Spanish version Thursday, June 3, 2010
  • 13. Rainbow Sprinkle Candy Company • Goals & Objectives • Launch a new line of candies • Implementation Plan • Blogger Relations, Facebook Page, Facebook Ads, Contests, and Consistent Messaging • Measurement & Monitoring • Facebook Page: added 251 fans during 2 week launch • Bloggers: Nearly a dozen articles written • Comments: Average 50 comments/post to planned launch items • Contest increased overall comments on Facebook • Traditional media coverage Thursday, June 3, 2010
  • 14. Rainbow Sprinkle Candy Company • Blogger Relations • Connected with bloggers using a social media press release to announce the new products • Included text, photos, videos, product shots • Covered in a dozen blogs throughout the companies market area, reaching thousands of potential readers Thursday, June 3, 2010
  • 15. Rainbow Sprinkle Candy Company • Social Media Press Release • Provide bloggers and media with rich content • All content was used in product mentions.Videos, photos, logos etc... • As measurable as e-communications Thursday, June 3, 2010
  • 16. Rainbow Sprinkle Candy Company • Facebook Page / Consistent Messaging • Created custom graphics, tabs, and interactive posts for before, during, and after the product launch • Made custom graphics the default landing page • Created contests increasing fans and comments • Did targeted Facebook advertising to “candy likers” • Increased the fans of their page by over 250 people in 2 weeks and they are now getting about 50 comments per post on their wall • All measurable!!! Thursday, June 3, 2010
  • 17. Rainbow Sprinkle Candy Company • Overall media Coverage • Traditional media picked up on the buzz • Increased awareness within their market area Thursday, June 3, 2010
  • 18. Top 5 Actions for Today Thursday, June 3, 2010
  • 19. Top 5 Actions for Today • Decide what is important for you to measure. Set marketing goals. • Make sure that you are accurately measuring and reading the analytics correctly. • Build a dashboard for tracking over time. • Monitor it daily, weekly, or monthly. • Make changes and updates regularly to adjust for user traffic and results. Thursday, June 3, 2010
  • 20. Connect with ABC • Website • ABC on LinkedIn www.abccreativegroup.com http://www.linkedin.com/companies/ 201929 • The Blog www.theideadrawer.com • Oh yeah and, (315)-471-1002 • ABC on Facebook http://www.facebook.com/ abccreativegroup • ABC on YouTube http://www.youtube.com/user/abccreative • ABC on Twitter @ABCCreative Thursday, June 3, 2010