1. MEASURING THE
IMPACT OF SOCIAL
1 @JustinRamers, Director of Digital and Social Media
Social Media
2. Justin Ramers
Director of Digital and Social Media
ACTIVE Network
Twitter: @JustinRamers
LinkedIn:
http://www.linkedin.com/in/ramers Hashtag:
Email: justin.ramers@activenetwork.com #BrandAidTX
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Social Media
3. We are the technology that
powers events.
Deep expertise in event and
participant management.
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Social Media
5. STRATEGY BEFORE TACTICS
Business Goals
Marketing Strategy
Social Media Strategy
Social Media
Tactics
Tools
& Metrics
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Social Media
6. Social media is more than just marketing…
Community Event
Building Marketing
Customer Social Brand
Service Awareness
Media
Social Participant
Intelligence Experience
…and data is critical to every piece.
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Social Media
7. SOCIAL OPPORTUNITIES (PHASE)
1 Build Awareness (Discovery)
Generating high-quality leads from social media
Leverage Word of Mouth (Purchase)
Social sharing during and post-registration
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3 Increase Engagement (Participation)
Extending engagement before, during and after event
Social Media
15. 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
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Social Media
17. A “Fan” alone is not a metric…
Value/Fan justifies acquisition efforts.
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Social Media
18. VALUE PER FAN/FOLLOWER
$0.160
$0.140
$0.120
$0.100
$0.080 Facebook
Twitter
$0.060
$0.040
$0.020
$0.000
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul
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Social Media
28. EXTENDING ENGAGEMENT
Extend the event lifecycle by
creating engagement
before, during and after an
event.
Social metrics:
• Registrations
• Visits
• Content downloads
• Posts
• Shares
• Video views
• Time on site
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Social Media
29. HASHTAGS
Bridge the gap between offline and online
by using hashtags to capture engagement
Hashtags should be:
• Short
• Memorable
• Reiterated frequently
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Social Media
31. 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
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Social Media
32. GOALS AND METRICS
Goal Metrics
Drive participation Leads, registrations, shares
Provide more value for sponsors Social impressions, social mentions, booth check-ins
Provide excellent customer support Support tickets resolved, mentions responded to
Enhance the participant experience Feedback items, % return attendees
Build community Account setups, visits, number of posts
Build/strengthen brand Mentions, influencers identified, hashtag uses
Understand demand in new and existing markets Repeat registrants, time to sellout
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Social Media
33. Jan Feb Mar Apr
Total Fans 367,378 398,092 429,201 463,379
Fans Added 39,865 34,618 34,248 37,571
Paid 28,296 25,835 24,825 23,629
Fan Acquisition
Organic 11,569 8,783 9,423 13,942
Paid % 71.0% 74.6% 72.5% 62.9% Audience
Unsubscribes 3,022 2,732 3,139 3,393
UnSub-%
Net New Fans
0.82%
36,843
0.69%
31,886
0.73%
31,109
0.73%
34,178
Acquisition
Goal 29,910 40,636 26,937 21,043
Index 1.23 0.78 1.15 1.62
# of Posts 707 707 707 707
Impressions 46,248,837 31,622,999 38,434,410 39,120,789
Impressions/Post 65,416 44,728 54,363 55,334
Results
Performance
Visits 187,048 149,203 274,249 276,017
CTR 0.40% 0.47% 0.71% 0.71%
Page Views 414,743 417,478 671,412 610,923 & Value
Transactions 690 373 687 3,128
On-site Value $13,921.33 $12,164.22 $20,064.14 $32,648.15
Value/Fan $0.04 $0.03 $0.05 $0.07
Paid Fans 28,296 25,835 24,825 23,629
Ads ROI
Acq Cost
CPA
$13,949.95 $12,600.00 $13,876.54 $13,499.89
$0.49 $0.49 $0.56 $0.57
Cost
Annualized ROI -$1,083.05 -$3,126.93 $49.58 $6,477.96
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Social Media
34. THE 3 ESSENTIAL DATA POINTS
1. Impressions
How many people are seeing the posts I’m making
2. Clicks
How many visits I’m getting from each of my posts
3. Conversions
How many people are ordering or signing up for stuff
(Impressions) x CTR = (Clicks) x Conv-% = (Conversions)
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Social Media
35. Social media is more than just marketing…
• Members • Leads
• Visits Community
Building
Event
Marketing • Registrations
• Posts • Shares
• Tickets resolved Customer Social Brand • Mentions
Service Awareness
• NPS Media • Influencers
• Roadmap items Social Participant
Experience
• Feedback items
Intelligence
• Data points • Return customers
…and there are metrics for every piece.
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Social Media
36. 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
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37. EXERCISE #1
1,217 clicks
/ 50,047 people saw this
---------------------------------
0.0243 = 2.43% CTR
177 registrations
/ 1,217 clicks -----------------
---------------- - 1,217 clicks
0.1454 = 14.54% Conv-% - 177 registrations
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Social Media
38. EXERCISE #2
496 clicks
/ 5,879 people saw this
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0.0844 = 8.44% CTR
76 registrations
/ 496 clicks -------------------
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0.1532 = 15.32% Conv-% - 496 clicks
- 29 registrations
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