Bill Balderaz

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Defining Social Media Marketing Metrics

• Bill Balderaz
• Webbed Marketing
• www.webbedmarketing.com
• _at_bbalderaz

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Agenda

• Categories of Online Marketing
• Planning Social Media Marketing Programs
• Approaches to Tracking Social Media Marketing
• Social Media Marketing Case Studies

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Online Marketing Channels
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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?

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Planning a Social Media Campaign
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Clear Goals

• Cant 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

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Determine the Hook

• Set goals before determining the hook
• Questionnaire to determine need What gets the
  participants excited
• Examples Free sample, white paper, video,
  online calculator/application, stunt

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Determine Distribution Plan

• Earn your way into distribution
• Avoid word Free
• Look for specialized networks or celebrity
  bloggers that dont often get pitched
• Rate the value of each participant and determine
  the pitch

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Determine Distribution Plan

• Think in terms of most efficient coverage
• Examples Pitch a blogger, obtain a following on
  MySpace/Facebook, use tagging sites, Tweet to
  your target, make new connections on LinkedIn
  build a presence on targeted social networks
• Great ContentGreat DistributionGreat Word of
  Mouth

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Tracking Social Media Marketing
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The Webbed Marketing Scorecard 30 metrics
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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

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Case Studies

• Shizuka Spa aka The Bird Poop Facial

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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

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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

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With a Compelling Hook

• Highlighting Bird Poop Facials

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The Right Channels

• SEO Press Release
• Blogger Outreach
• Video
• Social Networks

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And Goals

• Branding and awareness
• Increased site traffic
• New clients

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SEO Press Release
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SEO Press Release
1,250 Pickups
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SEO Press Release
221,000 Results
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SEO Press Release

• Google News results were at two at the beginning
  of May and are now at 433

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Blogger Outreach

• Identify bloggers in key categories
• Already talking
• Skin Care
• Pop Culture
• News of the Weird

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Blogger Outreach

• Read the blog!
• Clearly identify who you are
• Tailor your message
• Provide only relevant content
• Ask yourself again before you hit send

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Blogger Outreach
1,513 Posts
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Blogger Outreach
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Video

• Spoof interview produced
• Uploaded to YouTube
• Embedded in press release
• Sent to bloggers

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Video

• The YouTube Geisha Facial video 16,000 views

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Social Networks

• Use social networks to connect with influencers,
  reporters and consumers
• StumbleUpon
• Mixx
• Digg
• MySpace

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Social Networks

• 46 of site traffic in May and June came from
  Social Networks, including StumbleUpon, Mixx,
  YouTube and Digg

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Other Results

• Site traffic
• Inbound links
• Web results

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Site Traffic

• From March to June traffic increased more than
  60
• Traffic increased from all sources
• Inbound links increased from 529 to 1,326

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Web Results
Ice Rocket web results were at 3,960 at the
beginning of May and are now up to 20,700
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But Its Easy To Market Bird Poop
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B2B Social Media Marketing Works
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B2B Social Media Marketing Works
4,040 Results
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B2B Social Media Marketing Works

• Measurement of website traffic
• Measurement of leads from programs
• Feedback from sales teams

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The David Meerman Scott Approach

• What is the ROI of putting your pants on?

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The We Know It Works
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Quick Ways You Can Measure

• Google Blog Search
• The Webbed-O-Meter
• WhosTalkin.com

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Google Blog Search
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The Webbed-O-Meter
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WhosTalkin
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Summary

• Start with a strategic goal
• more sales, leads, or media awareness
• Break those into measurable micro-goals
• inbound links, website traffic, blogger mentions
• Create a baseline scorecard
• Correlate progress against the strategic against
  progress on micro-goals

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For More Information

• www.webbedmarketing.com
• _at_bbalderaz