This deck was presented at a BMA luncheon where we discuss approaches for tracking social media marketing efforts and return on investment. This is a great deck for anyone who wants to learn about how to begin thinking about social media marketing attribution.

1. "Conversion vs. Conversation"
Tracking Your Company's Impact On Social Media
Presented By:
Michael Weisfeld
April 2010

2. Who is Michael Weisfeld?
Dir. of Social Media & Senior Web Strategist
for BusinessOnLine
Building Websites & Strategies since 2002
Areas of Web Expertise:
Strategy
Social Media
Search Engine Marketing
Usability
Business Analyst
@mrweisfeld
Background in “Big 5” Management Consulting

3. Housekeeping … to get the slides
Follow the BusinessOnLine Social
1 Request a 1-on-1 lab online Media team on Twitter at:
http://www.businessol.com/forms/labs
@BOLSocial
if Tweetting about this session,
please use this hashtag:
2 BMA will send or give me #BMA
your business card for
today’s slides

4. Poll: Is Your Company
Social?

5. Agenda
Review: stats & trends
Explore: social media 301 & participation profiles
Present:
Conversion vs. Conversation QUESTIONS ???
Content Strategy please hold until
Generating Earned Media the end of the
presentation ..
Attribution Analytics
there will be time.
Conclusion

6. Stats & Trends
SOCIAL MEDIA LANDSCAPE

7. Invention of web 2.0 technology

9. 93%
of Americans expect
companies to have
Source: Cone, Inc.
a presence in
Social Media

10. Increase in Time Spent on Social Media
2 ¾ hours per day
Average time spent by Tweeters using Twitter
Source: MarketingProfs, LLC
3.5 billion minutes
Spent on Facebook each day (worldwide)
Source: facebook.com
10 hours every minute
Hours of video is uploaded to YouTube
Source: youtube.com

11. Facebook Explosion
133,000,000 unique
visits
Highest record in the site’s history

12. To put it in context …
Facebook Market
Share of Visits
Tops Google’s

13. Facebook Explosion
400,000,000+ registered
users
The number of people actively using Facebook –
equivalent to the population of Indonesia, the
world’s fifth-most populous country
http://www.facebook.com/press/info.php?statistics
(04.2010)

14. Facebook Explosion
5,000,000,000 min per
day
The number of minutes spent on Facebook each day
Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09

15. Facebook Explosion
1,000,000,000 posts
per
week
The amount of content (web links, news stories, blog
posts, notes, photos, etc.) shared each week on Facebook
Digital Buzz Blog, Social Media Has Grown Up: Stats One Year On, 8.03.09

16. Twitter Explosion
8,000
7,038
7,000
6,000
Nielsen Online 5,000
indicates that 4,000
Twitter grew 3,000
1,382% 2,000
year-over-year in 1,000
475
February 0
Jan-08 Jan-09
Unique Audience (000)

17. Other Social Media Explosion
Increase in Yearly Traffic
56.30%
40.98%
14.75%
11.38%
Source: Compete.com, 2/2009-2/2010

18. Adoption Demographics
More
stats …
Source: http://socialmediagraphics.posterous.com/

19. Social Media is Estimated to Grow 34% Annually

20. What is Social Media Marketing?
SOCIAL MEDIA 301

21. Common Marketing Objectives
Marketing Objectives
• Drive Traffic
• Build Product Awareness
• Newsletters
• Create Interest & Demand
• Special Events
• Reinforce Brand Loyalty
• Sponsorships
• Provide Information
• Promotions & Contests
Marketing Tactics
• Drive Leads
• Employee Relations
• Increase Revenue
• Community Philanthropy
• Media Relations
• Media Tours
Strategies • Traditional Media
• Speaking Engagements

22. Where does social media fit in?
Catalogs
Search Engine Association
Optimization Meetings
Direct
Social Media Mail
Traditional
Online
PPC The Web Trade Shows
Email Magazines
Marketing
Websites
Newspapers
Distributor
Shows

23. …the same marketing objectives
Marketing Objectives
• Drive Traffic
• Build Product Awareness
• Create Interest & Demand • Blogs
• Reinforce Brand Loyalty • Videos
•
Social Media Tactics
Provide Information • Photo Sharing
• Drive Leads • Social Networks
• Increase Revenue • Ratings / Reviews
• Micro-Blogging
• Social Voting
• Widgets
Strategies • Forums

24. The Optimal Flow of Information
Interaction and facilitation
of three-way conversations:
Consumers
1 company to consumers Social Media
2 consumers to consumers
3 consumers to company Consumers
Company

25. Beyond the stats …
Word of Mouth:
People share
information, ideas and
make recommendations
all the time.
High level of trust

26. How to users behave in social media
PARTICIPATION PROFILES

27. Social Media Profiles
Creators Collectors
Publish a blog Add tags to web pages/photos
Publish own web pages Vote for web sites online
Write and post articles Use RSS feeds
Upload self-created videos
Joiners
Visit social networking sites
Conversationalists Maintain profile on social
Updates status on social networking sites
networking site
Updates on micro-blogs Spectators
Read blogs
Critics Watch videos
Read online forums
Comment on a blog
Read ratings/reviews
Comment on a forum
Rate/review products
Contribute to a wiki
Inactives
None of the above

28. Increasing Participation

29. Participation Ecosystem
Creators Critics Joiners Inactives
Conversationalists Collectors Spectators
Internal
Brand Influencers Detractors
Evangelists

30. Internal Brand Evangelists
Definition:
Internal stakeholders and staff
members with a passion to
spread the spirit and message of
the brand, as a result improving
the overall company.

31. Influencers
Definition:
Enthusiastic individuals equipped with the
resources to reach and impact others in a
related market.

32. Detractors
Definition:
Participants who divert dialogue and/or degrade the
overall quality of the social atmosphere, usually by
violating one or more community policies.

33. How to post and promote using SM
CONTENT STRATEGY

34. Determine the User Path
SEO
Land on Squidoo w/ URL to routing
video on Spain queries
Link to read PDF
Search “Places to User Checks Fares
about Spain on
visit in Spain” & Schedules
Scribd
Social Media
Watch Video on
Watch Embedded
Things to do in
Video on Blog
France
See New Blog Post Link to France User Checks Fares
on Facebook Feed Landing Page & Schedules

35. User Centered Design
First Visit / Anonymous User
Activity Repeat Visit / Authenticated User
1
Activity
3 Authenticated Customer
Activity Activity Activity 5 Activity 6
2 4

36. Develop a Content Strategy
Discovery &
Logistics Creation Execution Maintenance
Strategy
Maintain Content based on
Baseline buzz & analytics to
Secure internal resources Create content Launch Content Industry and Technological
fuel content ideation
Trends
Build digital asset charts for
Keyword research Develop content rollout timeline Promote Content Follow-up Promotions
each piece of content
Align content with marketing
mix, marketing calendar, and Purchase the necessary media
content hosts
Keep in mind your target personas
Consider your resources and budget
Establish an editorial calendar

37. Example Types of Content
Tip: try various types of content and • Photos
measure fan interaction • Videos
Interative • Games
• Animation
• Music
• Forms
Transactional • Online Applications
• Contests
• Reward Programs
• Facts
• Figures
• Testimonials Informative • Data
Personal • Stories • Knowledge
• Comments • Statistics
• Questions • Widgets
• Badges

38. Post & Promote Process
High-level process for publishing existing content onto the social Internet:
Step 1
Strategy &
Planning
Step 2
Post Step 3
Ongoing
Promotion Self-fueling Promotion
Step 4
Monitoring & Reacting
Start Time

39. Definitions
CONVERSION vs. CONVERSATION

40. Reach & Frequency
Post & Promote
and measure the
effectiveness of
your efforts.

41. Conversions
Attribution Analytics
The science of
determining
performance of each
marketing and/or
advertising initiative.
KPI: conversion
Lead Request
Purchase
Call / Inquiry

42. Conversations
Buzz Monitoring
The science of
determining the
mentions occurring on
the social web.
KPI: conversations
Sentiment
Topic Trends
Volume

43. Digital “word of mouth” marketing
GENERATING EARNED MEDIA

44. Facebook Connect
Solution for integrating Facebook
features with a website
Benefits:
User Authentication
Publish to news feed
Personalization
More Info on FB Connect:
http://www.facebook.com/
connect
http://developers.facebook.
com/connect.php
http://wiki.developers.faceb
ook.com/index.php/User:Fa
cebook_Connect_Live_Sites

45. Facebook Connect – BeeWell Miles

46. Facebook Connect – Earned Media
Return on Investment (ROI)
Each time a fan publishes
their activity to their
newsfeed, the value of
the impression can be
attributed to the cost of a
paid advertisement. The
overall value can be
considered to be more
due to its placement and
affiliation to a friend.
ROI =
News feed impressions (#) x Cost of Ad ($) – Cost of Implementation ($)

47. Determining the effectiveness of SM efforts
ATTRIBUTION ANALYTICS

48. Attribution Analytics Challange
1 3
User reads article about TI
on PubCon.com with no link User lands on
treasureisland.com
2 4
User searches “Treasure
Island” on Google
User books hotel room

49. Social Media Measurement
Brand Manager, Corporate Communications Online Marketer
Customer
Stage Awareness Influence Action
Measurement Output Outtake Outcome
What
What are they saying about What does it mean to your
Who’s talking about you?
you? business?
Sample
Brand association, message
Metrics Share of voice, advertising, # Site visits, registrations,
awareness, qualitative
of mentions, # of views conversions, ROI
assessment
Popular
Google, Visible Technologies, BuzzLogic, BuzzMetrics,
Tools
Radian6, TrackUr, BuzzMetrics, Techrigy, Cymfony, Visible Web Analytics
Technorati, Cymfony, Techrigy Technologies
Increased Measurement Value

50. Online Attribution Analytics
Direct Link with Click
Direct Link without Click
Total
No Direct Link
Website
Traffic

51. Last Click Attribution is Not Always Accurate
Last Click Attribution refers to crediting the last click
that a user made to a site conversion.
In reality, conversion may have been caused by a
number of touch points in the form of PR, social
media, video, etc.
Understanding how these assets affect your search
volume and conversion rate is critical in determining
which of your online marketing initiatives are most
effective.

52. Campaign codes for outbound SM links
Source: Facebook Page Name
1 Medium: Facebook Page Tab
2
Name: Description of the Link
3
4 Example:
5
http://www.beewellmiles.com/BCNOS/?utm_source=BWM
%2BFacebook&utm_medium=Boxes&utm_campaign=BW
6
M%2B2_5
7
8
9

53. Using Google Analytics

54. Attribution Analytics – SM Segment

55. Attribution Analytics – SM Segment

56. Attribution Analytics Applications
Search - Measure the impact of social media, PR and video on driving
brand related search activity.
Social Media – Measure the impact of social conversations across all
traffic channels.
Online PR – Measure the impact of online PR and news coverage across
all traffic channels.
Bookmarks – Measure what portion of the bookmark traffic was affected
by social media, PR and video.
Competitive Analysis – Measures the percent of your website visitors who
also visited a competitor’s website.

57. WHAT CONSTITUTES SUCCESS?
Social Media Efforts Are Measurable

59. Quantitative Measurements
There are numerous KPIs to track for social media.
Number of fans Total traffic driven to destination page
Number of comments, posts, threads Total email subscriptions
Number of widget downloads Number of new links secured by Social
Number of feed subscribers media marketing
Number of pages bookmarked Total text subscriptions
Number of bloggers engaged Number of video views
Number of blog posts per blogger Number of Ratings, Reviews and Votes
Total number of blog posts Number of pages forwarded
Number of friends/followers Conversion rate of referral traffic
Number of social network page views Time on Site
Number of event Brand Sentiment
responses/subscribers Mood of conversational marketing

60. Qualitative Measurements
Corporate Reputation
Negative/Positive Relationship Ratio
Customer Opinions and Wishes

61. Social Media Buzz Monitoring Dashboard

62. Measuring Success
Social Media efforts can be
“These will be
held to familiar KPI’s: cumulative events
Frequency and interactions that
will build loyalty for
Reach the companies that
pay attention to
Impact them.”
ROI = BENEFITS – (COSTS + RISKS)
COSTS + RISKS Scott Monty,
Ford
Peter Kim, Social Media Predictions 2009,
12/15/2008

63. Keyword Analysis Report

64. High-Leveled Analytics Dashboard

65. Conclusion & Questions
WRAP UP

66. Conclusion
1 It is not enough to just throw up a page
2 Participate in relevant and active communities
3 There is not one “right” platform
4 Integrate across platforms to connect and cross promote
5 Understand there are different types of internet users
6 Measure metrics like frequency, reach, and satisfaction

67. Handout: Social Media Participation Matrix
Review
Determine
Discuss

68. Questions?
Follow the BusinessOnLine Social
Media team on Twitter at:
@BOLSocial
Michael Weisfeld if Tweetting about this session,
P 619.699.0767 x247 please use this hashtag:
Michael.Weisfeld@BusinessOL.com #BMA
Twitter: @mrweisfeld
http://www.linkedin.com/in/michaelweisfeld
Brought to you by:

70. APPENDIX
Additional Information and Resources

71. Strategy & SM Newsletters and Blogs
Jeremiah Oywang (http://www.web-strategist.com/blog/)
SmartBrief Newsletter
(http://www.smartbrief.com/socialmedia/index.jsp?campaign=webIndustries)
Mashable (http://mashable.com/)
Chris Brogan (http://www.chrisbrogan.com/)
David Armano (http://darmano.typepad.com/)
Peter Kim (http://www.beingpeterkim.com/)
TechCrunch (http://www.techcrunch.com/)
MarketingCharts (http://www.marketingcharts.com/)
SocialMedia Insider
(http://www.mediapost.com/publications/?fa=Archives.showArchive&art_type=66)

72. Groundswell
"(The book) is not so much a manifesto
or a dissection of online culture as it is a
how-to manual for executives and mid-
level managers trying to navigate this
fast-changing and often confusing
environment."
— Ideas: Book Review, Financial Times
"A new book by two researchers
explains how companies' reputations
can be tarnished by the cacophony of
Internet commentary, and how they can
fight back.“
— Broadsided, The Boston Globe

73. Tools for Marketers
Free Tools Paid Tools
Google Alerts – blogs, news Buzzlogic
Technorati - blogs Radian6
Alltop – blogs, news TNS Cymfony
Backtype – blog comments Trackur
Yacktrack – social comments Brands Eye
BoardReader – forums BoardReader
Twitter Search – microblog Cision
Social Mention – all Nielsen
Filtrbox – filter results Sentiment Metrics

74. More Info: Social Media Webinar
Title: Is your Company Social? Planning a successful
social media program.
Release: December 2008
Click here to request the webinar:
http://www.businessol.com/news/main-
webinars/archives/default.html#session-2

75. User Centered Design
CREATING ENGAGING WEBSITES

76. Marketing Landscape: Online & Offline
Offline Marketing Online Marketing
traffic
traffic
Website

77. Understand the User Scenarios
What content are online visitors expecting from your
website when they arrive?
What information is valuable to your users and supports
your business objectives?
What is your audience doing online when then are not
visiting my website?

78. What Is Expected Of Your Website?
How to strategize and plan for your audience’s arrival?
1. Optimize Pull Marketing Initiatives-
Present product/service information when & where
users are actively looking for it. (example: search
engine marketing)
2. Employ User Centered Design-
Build the website so users have an engaging
experience and can easily accomplish this goals.

79. Definition: User Centered Design (UCD)
Insert with graphic An approach to design that
grounds the process in
information about the
people who will
use the product.
Focus on users through the
planning, design and
development of a website.
*http://www.upassoc.org/usability_resources/about_usability/what_is_ucd.html

80. Proof: User Centered Design Statistics
Following a usability redesign, websites increase desired
metrics by 135% on average – Jakob Nielsen
46% of users abandon their online transaction as a result of
experiencing website problems. – Survey of Online Consumer Behaviour by
Tealeaf/Harris (2009)
40% of users who experience problems on a website say they
would switch to an online or offline competitor – Survey of Online
Consumer Behaviour by Tealeaf/Harris (2009)
$25 billion is lost every year due to web site usability issues.
– Zona Research