connect the dots: draw a clear picture of social’s impact on business results
DESCRIPTION
Every company has objectives for business growth. Social marketing should support these key goals. And measurement of social marketing efforts should speak directly to goal-based results. Learn how socially mature organizations are connecting the dots between social measurement and bottom line business results. Understand the principles guiding these efforts and see how social is being integrated with other areas (and systems) across the business.TRANSCRIPT
Spredfast #SFSummit
Connect the Dots: Drawing a Clear Picture of Social’s Impact on Business Results
Meet the Panelists
Ben Bennett Director of Digital Strategy Country Music Association
Chris Kerns Director, Spredfast
Matt Corey CMO, PGA TOUR Superstore
Spredfast #SFSummit
Achieving Success Through Real-time and Integrated Engagement Strategies
Ben Bennett Director of Digital Strategy, Country Music Association
Spredfast #SFSummit
1. Social MUST BE part of a bigger strategy 2. Have reasonable expectations 3. Plan must be quantifiable 4. Be nimble (experiment and look at the data)
Key Points
Spredfast #SFSummit
2.2MM Uniques
Most ever (non-promoted)
Case Study
THIRD best day for adding Twitter Followers (non-show day) Spredfast #SFSummit
Spredfast #sfSummit
DOUBLED Instagram audience in 2 months using fun promotions that asked fans to participate.
Spredfast #sfSummit
DOUBLED # of photos submitted during the broadcast. 10,000 photos posted in 3 hours.
Spredfast #SFSummit
Insights – Measuring Success
Spredfast #SFSummit
4,449,963
2,283,250 2,118,862
1,296,848 1,157,642 751,184
96,129 0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
5,000,000
Grammys Oscars CMA People's Choice Golden Globes ACM Emmys
Total Social Audience
Social Specific • IMPRESSIONS • UNIQUES • AUDIENCE GROWTH
Industry Specific • TV RATINGS • EVENT TICKET SALES
Insights – Metrics
Nielsen Social ($$$$) Google Analytics FB/TW native
Iconosquare BudUrl ($) Crowdbooster ($)
TwitterCounter ($) CrazyEgg ($$$)
Spredfast #SFSummit
What Works • Photo Galleries • Sweepstakes (Twitter, Email) • Birthdays, Holidays • Mobile Wallpapers • Content with a DIRECT
connection to your brand • Promoted Posts $$ • Short, punchy ad copy
What Doesn’t • Post to Unlock • Sweepstakes (Facebook) • Video longer than 60 seconds • Wordy copy • Content that has nothing to
do with your brand or customers
Spredfast #SFSummit
• Run the numbers you have now. • Facebook: Which post has the most/fewest impressions? • Twitter: Which post has the most/fewest Retweets? • Instagram: Which post has the most/fewest Likes?
Spredfast #SFSummit
Your To Do List
• Make sure each post has something FOR the consumer • Links to your product pages DON’T count. • Links to fun/funny stories about your products DO. • Announcing you have new product for sale DOESN’T count. • Including a 25% off discount for that product DOES.
• Make sure your websites are mobile friendly • Most Facebook, Twitter, Instagram users are on their smart phones. Any links
posted that drive to your site will be much less effective unless your site also has a superb mobile experience.
Matt Corey, CMO PGA TOUR Superstore
Empowering Customers to Drive Top Holiday Gi!s through Social
This is Open Sans Light
Spredfast #sfSummit
Spredfast #SFSummit
Key Results: • 40% increase in conversion • 21% longer in time on site
• 5,000 referrals to product pages
• 2,000,000 potential social impressions
• 94% increase in clicks on site
• 46% increase in page views to site
Spredfast #SFSummit
Key Recommendations: 1. Plan: propose a unique social experience that is
an integrated part of a larger campaign
2. Measure: decide on a control group
3. Communicate Results: good, bad or indifferent, and what is coming next
Spredfast #SFSummit
The Holy Grail
Jon Sally
$200 $100
$0 $200
$200 $300
Purchases
Social Influence
Spredfast #SFSummit
The Holy Grail – start here…
$150
$200
$250
$300
Zero Low Medium High
Social Engagement
Purcha
ses
Spredfast #SFSummit