Dragonfly Media Publishing

Social Media Marketing: Measuring Metrics and ROI

dragonfly — Tue, 06 Oct 2009 12:23:52 +0000

Social Media Marketing is all about niche markets, it’s not about numbers. Nor is there a standardized metrics method. Therefore the methods for measuring campaign successes vary. When creating the metrics for a campaign, it is important to measure what matters most to CWF: donations, visits, actions. For SMM, you measure actionable information. It’s in real time — as an organization, we must monitor and respond to conversation stream in services like Twitter

Resources required

Large-scale campaigns often done through agencies, but community manager is in-house
not a one-time campaign: requires ongoing maintenance and management

ROI

numbers of posts/comments/linked/visits / PV/donations/ subscriptions/ shop
profiles of people to show ROI
20% on market research

Success matrix

Create your own: Google blog search, twitter search, Google trends (keywords), delicious (have staffers link with specific tag – set as RSS news), Backtype – comments
PV, # posts, comments, sentiment of discussion, Google page rank, technorati, number of event attendees, authenticity on technorati, sales by site
PV on news releases
emails: 25 – 40% click through rate

Actual ROI

drove traffic & sales
- $
- percent ROI
true sales
increase organic search

What to measure

Gestures
- vote, publish, comment, tag, forward, view, link
Qualities
- frequency, tone, prominence

Composite Indices
- engagement, influence, community

How to know if engaging audience (5 c’s of engagement)

Creating
Critiquing
Chatting
Collecting
Clicking

Timelines

Daily
- Review feeds & metrics to identify trends & need for immediate action
Weekly
- Report on trends with recommendations for action

Social Media Marketing: Frameworks

dragonfly — Mon, 28 Sep 2009 13:29:54 +0000

Suggested Framework

a) Outline Concept

Determine the objective – decide what want to accomplish with this campaign using SMM
How SMM ties into the promotion of the campaign

b) Audience

Identify exact target audience based on campaign’s criteria
- Matched to specific demographics, psychographics, affinities, locations
- Identify segments and their expected behaviors:
  - Awareness – ‘Readers’
  - Support for the Cause – ‘Signers’
  - Recruitment – ‘Encouragers’
  - Mobilization – ‘Participators’
  - Action – “Influencers”
- Determine target audience’s affinities – What are they into?
  - Music groups, sports, movies, books, TV, brands, etc.
- Identify Key Influencers or VIP within this community
  - Usually fans with most Friends, posts, tweets, etc.

c) Metrics

determine what will be a successful campaign

d) Determine best reward

Incentivize Influencers to expose brand to their fan bases
provide incentives
- gifts, cash, acknowledgement, rankings, points
Maximize engagement, max rewards (ranked):

Cash
Gifts
Discounts
contests
Points
Rankings
Badges/visibility

e) Determine best SM to pursue for campaign

Determine level of interaction required
- Scale of smallest to largest: view, rate, review, react, create (CWF eg: wikis, videos, widgets, WAG notebook)

f) Set guidelines for delivery

be genuine, unique, true, consistent
commitment – participate, bring others in
supporter feedback

g) Act & Promote

Deliver campaign
Create landing pages on CWF

h) Maintenance

Requires resources, time, dialogue, conversation
set criteria on actionables:
- what to respond/what not
Steph and Stacey responsible for responding
ongoing rewards and incentives

Keys to success

release control
they are our representatives
how to start community
- kickstart – social ads on FB

Social Media Options

Twitter
E-blasts

Facebook
Wikis on CWF

Q&A
Flickr & Photos

Google maps
Delicious

Social contesting
Blogs

Mobile

Social Media Marketing Strategy: Multitasking, Most used SM networks and Summary, oh my!

dragonfly — Tue, 28 Jul 2009 13:52:23 +0000

Multitasking SMM with other media

The trend of internet users at home is to browse their favourite SM networks while also watching TV, browsing internet, listening to music, etc.

Most used SM networks in Canada

Facebook

90% Canadians on Facebook

YouTube
- Youtube worldwide leader for video
Wikipedia
Blogger.com
Mobile
- “3^rd screen”

Stat Summary

The Internet has the highest penetration in Canada amongst the G7 reaching 72% of all Canadians on a monthly basis
Social Networking currently reaching over 20 million Canadians of all demographics, regions, and income groups.
Females are currently more engaged with social networking consuming more pages and spending more minutes in the category then their male counter parts
Canada is a Facebook and Youtube Nation
Video is BIG, and Canadians are heavy users of online video
Mobile is growing, and will play a big role in reaching consumers in the near and long term
Web 2.0 social media platforms are providing richer content delivery with the ability to share media and user generated content with other users online.

Social Media Marketing Strategy: Adding it All Up

dragonfly — Thu, 25 Jun 2009 18:53:39 +0000

STATISTICS

Use of Ads in SMM

Highly receptive to leisure ads (not receptive to necessity ads)
No longer push toward banner ads
Push is for ads on SM networks, such as Facebook
Google adwords still used

Social Media Marketing Strategy: Online Ups and Downs

dragonfly — Tue, 16 Jun 2009 13:39:05 +0000

STATISTICS

Overall fastest and slowest growing categories in Canada online:

Top

1. Services

2. Search/navigation

3. Conversational media

4. Photos

5. Community/women

Bottom

1. Online trading

2. Genealogy

3. Incentives

4. Lotto sweepstakes

Social Media Marketing Strategy: By the Number

dragonfly — Tue, 02 Jun 2009 14:36:04 +0000

STATISTICS

Online behaviours

• Almost 24 million Canadians online in a month, spending an average of 46 hours online per person
• 94% of online population perform searches, conducting 33 searches per person in a month
• 85% of online population stream a video, viewing an average of 120 videos per viewer per month
• 85% of online population visit a social networking site, spending 6 hours per month per visitor
• 63% of online population visit a blog site in a month
• Social networking attracts all demos

Social Media Marketing Strategy: Why use it?

dragonfly — Tue, 26 May 2009 15:10:43 +0000

WHAT IS SOCIAL MEDIA MARKETING?

Why use Social Media Marketing in campaigns?

Primarily, SM acts as brand filter – whether we’re out there in the SM netw0rks or not, our brand is being shaped in this environment. It is better we help shape it. Second, people are 80% more likely act (in our case donate) based on a friend’s recommendation. It is important that we encourage the influencers in the SM networks to convince their friends that supporting CWF is the way to go.

During a SM campaign, the goal is to move visitors down the conversion funnel by engage them in meaningful dialogue which in turn will hopefully cause a shift in brand awareness.

Social Media Interivew

dragonfly — Tue, 12 May 2009 13:49:12 +0000

Check out the interview of Tobi McIntyre, editor of Dragonfly Media Publishing on the use of social media in businesses for the June Editor’s Association of Canada conference.

Social Media Marketing Strategy: What’s It All About

dragonfly — Mon, 27 Apr 2009 15:17:57 +0000

WHAT IS SOCIAL MEDIA MARKETING?

Definition & Framework

Social media marketing (SMM) is an engagement with online communities to generate exposure, opportunity and donations. The number-one advantage is generating exposure for the organization, followed by increasing traffic and building lists of possible donors.

SMM exists within the Web 2.0 world, which follows the concept of “eyeballs versus hands.” Essentially, users of the internet are no longer satisfied with just viewing content we push at them – they want to be the creators now. It is called the “Conversation Nation” since it utilizes online social networks to spread the message of a brand or organization. The idea behind this concept is that third party promotion is the best method for delivering your message.

This can be seen in the web activities that are on their way up: Social Networks, Viral/Word of Mouth Marketing, Friends/Influencers/Trend Spreaders, Building Community, Widgets/Widgads (replacing banner ads for Web 2.0). What are on the way down online are banner ads, keywords and blind blasting in email campaigns.

Check out more definitions:

Social Media Marketing and You

dragonfly — Mon, 27 Apr 2009 15:06:19 +0000

Over the next few weeks, I will be delivering a sort of white paper on social media marketing, including definitions, current stats, frameworks, most popular tools, ideas, and how to develop ROI and measuring tools. This can be a good basis for building your own socialm media marketing strategy.

Check out my “social media” and “marketing” tags for more entries on on this topic.