“Using Social Media As ‘The’ Event Measurement Toolkit” presented at EventTech 2014 in Las Vegas by Melonie Gallegos, Chief Social Strategist, of Fandom Marketing. Social media is measurable as any other marketing tactic. Learn the top social media metrics every event marketer should be tracking and how to define key performance indicators to measure the success of your events. Find out which metrics are best used for event marketing and how to create a measurement plan that fully leverages the reach and power of social to map back to the live event. Without freaking out your executives!

1. USING SOCIAL MEDIA
@melonie
AS ‘THE’ EVENT
MEASUREMENT TOOLKIT
Presented by: Melonie Gallegos
CEO & Chief Social Strategist, Fandom Marketing
Tweet me @melonie

2. WHY IS GOAL SETTING SO IMPORTANT?
Without it, you are not making social media work for you.
@melonie
SOCIAL MEDIA
DOESN’T WORK.

3. COMMON EVENT GOALS
PRE-EVENT LIVE EVENT POST EVENT
@melonie
Registration
Event Awareness
Pre-registration
Attendance Activation
Engagement
Brand Awareness

4. TYPICAL SOCIAL MEDIA METRICS
@melonie
• Followers
• Likes
• Clicks

5. MAPPED SOCIAL MEDIA METRICS
PRE-­‐EVENT
LIVE
EVENT
POST
EVENT
@melonie
Registration link clicks
Influencer WOM
Social ad impressions
Teaser content
engagement
Pre-registration impressions
Pre-registration link clicks
Facebook event invite RSVP
Event wrap up content
(photos, slides) engagement,
impressions
Hashtag conversation UGC
Social media engagement
Brand mentions
Brand content impressions

6. PLANNING YOUR METRICS
ü Measurement plan = the roadmap
ü Weekly social media report = tactical
ü KPI Report = the stuff your executives care about
@melonie

7. CREATING A MEASUREMENT PLAN
Don’t forget to assign non-social media metrics to social media activities, too. (website
analytics, onsite digital display, foot traffic, PR, traditional media tie-ins)
@melonie
Event Goals
Social Media Goals
Social Media Tactics
Social Media Metrics

8. CREATING A SOCIAL MEDIA REPORT
Weekly Reports are tactical, useful to those closest to doing the work
who can make continuous improvements.
The data shows wide swings within short periods of time.
@melonie
THIS FREAKS EXECUTIVES OUT!

9. EXAMPLE SOCIAL MEDIA WEEKLY REPORT
@melonie

10. CREATING A KPI REPORT
A Key Performance Indicator Report is useful to executives.
• Topline metrics in a single view
• Ideally 3-5 goals/metrics
• Trends (YOY, MOM, DOD)
• Progress vs. projections
• Integrated
• It’s always custom
Sorry,
there’s
no
single
magic
repor>ng
tool.
@melonie

11. SOCIAL MEASUREMENT TOOLKIT
@melonie
TOOL
MEASURES
METRICS
Twitter, Facebook Link clicks, engagement, impressions, followers,
demographics, mentions
Hashtag use Twitter,
+Instagram, +Facebook
Hashtag occurrences, users, reach, impressions,
influencers, behavior, demographics
Hashtag use Twitter Hashtag occurrences
Hashtag use Twitter Hashtag occurrences, reach, impressions, users
Link clicks everywhere Link clicks from your social media content
Instagram Followers, likes, comments
Twitter organic and paid True reach, audience behavior, advertising
Facebook organic and paid Engagement, audience behavior, advertising
Website analytics Visits from social media, what social media visitors
did after clicking, social media events

12. EXAMPLE HASHTAG REPORT
@melonie
NOVEMBER 4, 2014

13. EXAMPLE HASHTAG REPORT
2 WEEKS PERIOD LEADING INTO AND AFTER THE CONFERENCE
@melonie

14. HASHTAG INSIGHTS
• They’re mobile
• Build for iPhone
• There are more females than we thought
• Sharing as much as contributing RTs vs. Posting
• Conversation peaked on day 2 of the event
@melonie

15. EXAMPLE CLICK DATA
@melonie

16. JUDGING SUCCESS
How do you measure up? Comparing to competitors is never
apples to apples.
@melonie
Factors:
• Industry
• Offer
• Number of event attendees
• Online audience size
• Audience demographics
• Audience natural social media behavior
• Social advertising

17. @melonie
RESOURCES
Download this presentation:
slideshare.net/fandommarketing
Social media stats & white papers:
fandommarketing.com/learning-center

18. @melonie