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.

1. You’ve Created a Social Media Campaign —
Now What?
Measuring the success of social media!
Bill Balderaz
Webbed Marketing
www.webbedmarketing.com

2. Brand Focused vs Social Media Focused
Brand Focused VS Social Media Focused
Brands telling their story Joining a conversation
Carefully defined and controlled Consumers defining your brand
Being perfect Being genuine

3. Brand Focused vs. Social Media Focused
―Yes it generated 2 MM impressions, 400 leads and
50 sales, but it has the wrong color blue in the
logo.‖

4. The Preacher vs. The Cab Driver

5. Agenda
Is Social Media Marketing For You?
Set Clear Goals
Approaches to Tracking Online Marketing
Social Media Case Studies
Summary

6. Is Social Media Marketing For
You?

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?

8. Assumption #1: Yes, This Matters in B2B
91% of these decision-makers 55% of the B2B buyers in this
consume social media including 69% of Spectators use social survey are Joiners—they’ve
blogs, video, and customer media for business purposes. created profiles on social
reviews. networks.
After Spectators, the most
popular role is Critics (people
who leave comments on 43% are creating
blogs, review products, etc.), with media, including blogs and
58% of those sampled engaging videos
in this activity, and 37% using it
for business purposes.
Source: Forrester Research

9. Assumption #2: Yes, This Matters in the
Consumer Space
47% of all respondents said
45% said they would visit a
they would go to a social
social networking site to find
networking site to download
out about upcoming sales in
coupons or search for gift
stores or discounts on
ideas if those services were
products.
available.
22% said they would read or
write a product review on a
blog.
Source: BrandWeek

10. Set Clear Goals

11. Clear Goals
Can’t measure ―more buzz‖
Define measurable metrics – 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

12. Approaches to Tracking Social
Media
Scorecard

13. The David Meerman Scott Approach
What is the ROI of putting your pants on?

14. The Analytical Approach

15. The ―We Know It Works‖

16. The Webbed Marketing Scorecard

17. The Webbed Marketing Scorecard
Tracks ―micro goals‖ 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 competitors’ 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!

19. Consumer Generated Media Analysis

20. Consumer Generated Media Analysis

21. Consumer Generated Media Analysis

22. Consumer Generated Media Analysis

23. Consumer Generated Media Analysis

24. Consumer Generated Media Analysis

25. Consumer Generated Media Analysis

26. Diagnostics

27. Diagnostics

28. Diagnostics

29. Real Time Blog Buzz With Benchmarks

30. Just Give Me A Number

31. Just Give Me A Number
(Okay now I need more details)

32. An ROI Calculator
Metric Value Spend Social Media Results Total Value ROI
Impressions (CPM) $12 100000 $ 1,200
Leads $ 400 40 $ 16,000
Sales $3,000 7 $ 21,000
Total $10,000 $ 38,200 282%

33. Social Media Case Studies
Measuring ROI

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
• ―I Love My Mommy‖ t-shirt near Mother’s Day
• ―Take Your Dog to Work‖ campaign
• ―I Have Two Daddies‖ campaign
• ―MySpace for Cats & Dogs‖
Highly targeted market, highly competitive industry,
limited advertising budget

36. Case Study #1 - Moochie & Co.

37. Case Study #1 - Moochie & Co.

38. Case Study #2 - Hatteras Cash Cow

39. Case Study #2 - Hatteras Cash Cow

40. Case Study #3 - Shizuka New York
Located in Midtown Manhattan
Cosmetology & skin care with ―Eastern Holistic Knowledge‖
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! ―The Soup‖
• The Hollywood Reporter

42. Case Study #3 - With a Compelling Hook
Highlighting ―Bird Poop Facials‖

43. Case Study #3 - Setting Goals
Branding and awareness
Increased site traffic
New clients

44. Case Study #3 - SEO Press Release

45. Case Study #3 - Blogger Outreach

46. Case Study #3 - Video
The YouTube Geisha Facial video – 20,000+ views

47. Case Study #4 – Romantic Makeover

48. Case Study #4 – Romantic Makeover

49. Case Study #4 – Press Release
• #1 on Google News for ―Hocking Hills‖
• #1 on Google News for ―outdoors getaway‖
• #1 on Google News for ―vacation contest‖
• #1 on Google News for ―worst gift ever‖
• #2 on Google News for ―makeover‖
• #5 on Google News for ―outdoor vacation‖

50. Case Study #4 – Online Promotion
• Contest Facebook page to promote contest and host entries
and votes
• 887 fans
• 151 Total wall posts
• 139 Contest submissions
• 559 Total likes/votes
• 4,242 Total pageviews

51. Summary
Start with a strategic goal
• more sales, leads, or media awareness
Break those into measurable ―micro-goals‖
• inbound links, website traffic, blogger mentions
Create a baseline scorecard
Correlate progress against the strategic against
progress on ―micro-goals‖

52. Take Aways
Listening is more important than talking
Don’t think about numbers for the sake of numbers,
correlate numbers to business objectives
Influence the influencers
Join the conversation, just remember it’s a dialogue,
not a monologue!

53. Be The Cab Driver!

54. For More Information
www.webbedmarketing.com
@bbalderaz
bbalderaz@webbedmarketing.com