how to measure your social marketing campaign
DESCRIPTION
My slide presentation on how to measure a social media campaign including a case study and how these measures were applied.TRANSCRIPT
@aknecht
Social Media Metrics: Drive with Care
including
A Case Study
Alan K’necht
@aknecht
What is Social Media?Marketing////////
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Social Marketing Draws People Together
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Social Marketing Draws People Together
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How Big is Your Social Fire?
And How Do You Measure It?
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Measure the Right Stuff
• Bigger fires don’t always mean:– More site traffic– More in-store sales– More online sales– More profit
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Measuring Your Fire/Success
• Fire requires 3 things to be successful– Fuel– Oxygen– Heat
• How do you measure these?
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Fuel
• Followers• Fans• Contacts• Head Count
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Measuring Fuel
• Ignore pure head count• Partially ignore raw scores (Klout,
etc)• Focus on:
– Topical score (PeerIndex great for this)– Top influencers within a topic– Top vote (+K) getter within a topic– Active participation within the topic
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The Oxygen
• Your Content• Does it motivate people• Does the message help generate
the necessary heat/ignition
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Measuring Oxygen
• Frequency of generation/publishing• Compare to others in same space• Examine quality as measure by
heat• Too much Oxygen isn’t good• Too little oxygen is fatal
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The Heat
• Is the content being passed on/acted on
• Measure– Likes/Shares– Comments– Retweets– G+– etc
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Measuring the Heat
• Examine ratio of reaction per post• Identify which type of fuel
generates most heat• Find the people who help fan the
flames
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Need Balance
• If you don’t have the right mix of fuel, oxygen and heat
• You get
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A Case StudyThe Nowy Dwor Maz. Jewish Memorial
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Case Study
• Non-Profit– Build a Memorial & Restore a
Jewish Cemetery in Nowy Dwor, Poland
• Limited target audiencePrimary: Former Jewish residents &
their descendantsSecondary: People interested in
subject matter
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Why!
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Project Details
• Objective: Raise $40,000 US• Success Metrics
– Project awareness– Raise Money for Memorial & Restoration
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Primary Target Audience Size
• Jewish Population before Holocaust– 3,000
• Estimated number of Survivors– Less than 200– Approx 100 families left before 1939
• Est. Primary Target Audience– 2,500 – 4,000 (living all over the
world)
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Strategy
• Created SEO Optimized Website– Attract people searching for
information– Collection point for donations
• Create Facebook Page– Use Facebook to engage audience &
potential donors
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Strategy
• Use old school social media to initiate awareness & generate contact:– ListServer (Jewish Records Poland)– Genealogical Database
(Jewishgen.org)• 80 people registered as researching this
town
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Indentify Influencers/Bloggers
• Use Klout & PeerIndex to find key influencers on the following topics:– Genealogy– Jewish History– Holocaust
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Success Metric
• Funds Raised!• Get influencers to:
– Write blog posts– Write newspaper articles– Facebook page Likes
• Measure comments & shares– Is it helping grow the awareness
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Results
• Approached approx. 20 influencers– Got 3 blog posts– 1 printed article (traditional media)
• Reached 100 FB Fans within 2 months
• Currently at 188 • 1 website running a free ad for
project
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Project Successes
• Town of Nowy Dwor recovered approx. 80 Tombstones
• Stored them for over 1 year (no charge)
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Surprising Results
• Featured on Polish TV News• Received many Facebook fans from
Polish (non-Jewish) community• Received donations from this
community as well• Reason: wanting to preserve their
past
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Success or Failure
• At 1 year point only raised 50% of goal
• Failed to resonate with target audience
• Cemetery restored & monument erected (project now in debt)
• Still need to recover more headstones
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Success or Failure?
• Connected at least 2 tombstones with living family members
• Helped connect & unite a dispersed community
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Before
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After
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After
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Post Mortem
• Failed to reach majority of the target audience– Not online or not using social media
• Failed to get enough main stream media attention in US & Canada
• Cause did not resonate with people not directly impacted
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Future Plans
• Continue Efforts• Expand targeting of influencers• Find a way to motivate donations• Continue to drive traffic to:
– http://www.nowydworjewishmemorial.com/– https://www.facebook.com/NowyDwor