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

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 Source: Forrester Research

9. Assumption #2: Yes, This Matters in the Consumer Space 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

33. Social Media Case StudiesMeasuring 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

50. #1 on Google News for “outdoors getaway”

51. #1 on Google News for “vacation contest”

52. #1 on Google News for “worst gift ever”

53. #2 on Google News for “makeover”

55. 887 fans

56. 151 Total wall posts

57. 139 Contest submissions

58. 559 Total likes/votes

60. 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!

61. Be The Cab Driver!

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