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Measuring the impact of Social

Learn how to measure the impact of social media beyond marketing. Discover techniques to build awareness, leverage word of mouth, and increase engagement for successful outcomes.

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Measuring the impact of Social

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  1. Measuring the impact of Social @JustinRamers, Director of Digital and Social Media

  2. We are the technology that powers activities. Deep expertise in activity and participant management.

  3. Social media is more than just marketing…

  4. Social opportunities (Phase) 1 Build Awareness (Discovery)Generating high-quality leads from social media 2 Leverage Word of Mouth (Purchase) Social sharing during and post-registration 3 Increase Engagement (Participation)Extending engagement before, during and after event

  5. 1. BuildAwareness

  6. Inbound marketing costs 61% less per lead

  7. A “Fan” alone is not a metric… Value/Fan justifies acquisition efforts.

  8. Value Per Fan/Follower

  9. Short, headline based messaging

  10. “Scientific proof Facebook is the Jersey Shore.” Source: Dan Zarrella

  11. Source: Dan Zarrella

  12. Daily operations • Identify internal delegates • Create a crisis communication plan • Create a content calendar • Require the use of scheduling tools • Shorten & track all links • Collect & report on key data points monthly

  13. 2. Leverage Word of Mouth

  14. Creating a viral loop Traditional Funnel Viral Loop Share Credit: Adobe

  15. 17.3% Share 12.4% Register 2.99 Clicks

  16. 11.1% conversion rate • Your customers have joined your marketing team

  17. A 1% increase in share rate = 18,540 additional sharing actions B A

  18. 3. IncreaseEngagement

  19. Unless you’re getting married, “engagement” is not a metric.

  20. Extending engagement Extend the event lifecycle by creating engagement before, during and after an event. Social metrics: Registrations Visits Content downloads Posts Video views Time on site

  21. Hashtags Bridge the gap between offline and online by using hashtags to capture engagement Hashtags should be: Short Memorable Reiterated frequently

  22. Understanding social data 1 Metrics will normalizeShift from “What do I track?” to “What does that mean?” 2 Analyze, understand and adjustTie data points back to business decisions 3 Manage to the dataWhat is the right mix to win the championship?

  23. Real data driving real business decisions. $0.72 Value per Fan $0.45 Value per share $0.61 Cost per acquisition 17.3% Facebook share rate Visits from social: 910,000+/month Incremental registrations from social: 17K+/month

  24. The 3 Essential Data Points Impressions How many people are seeing the posts I’m making Clicks How many visits I’m getting from each of my posts Conversions How many people are ordering or signing up for stuff (Impressions) x CTR = (Clicks) x Conv-% = (Conversions)

  25. Social media is more than just marketing… Members Visits Posts Leads Registrations Shares Mentions Influencers Tickets resolved NPS Roadmap items Data points Feedback items Return customers …and there are metrics for every piece.

  26. Credit: AMC “(Tomorrow’s marketers) will need to predict the future by leveraging insights, interpreting trends and mining data to consistently develop products and services consumers never really knew they needed or wanted.”- Andrew Hayes, CEO/CMO Recruiter

  27. Thank you! @JustinRamers

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