Measuring the Impact of Social Engagement- Social Prep School Series

Measuring Social Engagement ImpactSocial Prep School Series

#SocialPrep

Today’s Presenters

Jennifer McNabbSocial Marketing ManagerSpredfast@Jmc409@Spredfast

Colin BurnsSenior Manager, Digital and Social MediaAT&T@TheCBurns@ATT

Social ROI: Is it The Holy Grail?

#SocialPrep

75% of companies still lack a holistic measurement strategy

- Social Media ROI Cookbook, Altimeter

Website SEO & SEM No Social

Presence

Setup Social Accounts

Track Followers Organic Growth

Brand Awareness Community Lead Generation Customer Care

No Social

Social Audience

Social ROI

Evolution of Social Measurement

#SocialPrep

Connecting Social to Business Outcomes

Brand Awarene

ss

Community

Lead Generati

on

Customer Care

Start with Business Goals

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Social Marketing Funnel

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Ways to Measure Success

#SocialPrep

• Social Followers

• Total Reach• Website• Share of voice

Impressions

• Comments• Likes• Shares, RT• Mentions

Engagement • Capture lead

info• Closed

opportunity • B2C sale

Conversions

Example: Social Lead Generation

#SocialPrep

Brand Awarenes

s

Community

Lead Generatio

n

Customer Care

• 169% growth on Twitter

• 265% growth on Facebook

• Paid & Organic

Network growth

3% of our total leads in the last 8 months were from social• 70% were from

LinkedIn

Social Lead Generation: How It Works

Update - Post Landing Page

Marketing LeadSales Opportuntity

#SocialPrep

Spredfast

Publishing

Google Analytic

s

Marketo SFDC

Journey of a Single Social Lead

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Three Types of Media Drive ROI

#SocialPrep Source: “The Converged Media Imperative: How Brands Must Combine Paid, Owned, and Earned Media” Altimeter Group

The goal is simply to find the “right” media, be it paid, owned or earned, along this highly dynamic customer journey.

Brands are challenged to intercept this elusive customer and cut through the media clutter.

- The Converged Media Imperative, Altimeter Group

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7 Social Promotion Rules to Live By

#SocialPrep

Define a strategy Include a call to action Use power words to keep it interesting Keep it retweetable Tag early, tag often (people,

companies, events) Always include a link or multimedia Embrace the channel

Using Data to Drive Strategy

Colin Burns, Sr. Manager of Digital & Social MediaAT&T

#SocialPrep

The AT&T Social UniverseAT&T Social Media Channels

  LinkedIn Facebook Twitter Pinterest Google + YouTube Newsroom Advocates causes.com Instagram foursquare

Their Purpose

Social networking for professionals

Connect people, places and things thru storytelling.

Short, real time news streaming 

feed.

Organizing and sharing interests 

visually. Curated, theme-

based aspirations. Life cycle driven.

Share just the right things with just the right audience. 

Google's social layer. 

Video content search engine with high share 

thru.n/a

Advocacy, Ambassadorship, Reinforcement 

of Belief, Reward

Gamification of social good.

Your life in photos, better, 

faster.

Gamification, reward seekers, 

real world, pierce thru social veil

Our Purpose on Their Channel

Aquiring talent, thought 

leadership, lead generation. 

Create and maintain a 

conversational relationship with our 

customers.Tell the AT&T brand 

story in an inherently 

shareable way. 

Disperse information about AT&T products, 

services, news and 

relationships in a timely fashion. 

Inspire IWYD in a highly visual way through aspirational 

lifecycle driven content. 

Lead the innovation 

conversation around our products and services. 

Owned branded content 

distribution, video hoster.

Disseminator of AT&T news. 

Social syndication and 

positive amplification of 

brand.

Awarness for key AT&T CSR initiatives.

Creative content outlet. Later: 

Inspire IWYD via UGC

Incentivize repeat visits, drive traffic.

Ultimate Metric Apply Share RT/Favorite Repin Click Thru Embed Story Creation Earned 

Impressions Donation Like/Comment Check-In, Deal Redemption

Their Audience

Working Professionals

54% Females46% Males

18-34 M/F, educated, affluent

Females Average Age 29 n/a Everyone Media 

Personnel n/a   tbd tbd

Voice                      

ToneBe Human. Be Inspiring. Be Helpful. Be Timely. Encourage Participation. Celebrate Rethink Possible. 

"It's What You Do With What We Do."All content must be inherently shareable

Appropriate AT&T Content

Types

Employee communications, B2B, recruiting

Products, services, CSR, 

news, marketing partner content, 

community, topical, value proposition, promotion, 

local. 

3rd party content, our 

products/services, CSR, news, community, topical, value proposition, promotion, 

local. 

Marketing partner content, lifestyle device 

images, inspirational content that leads back to products and services. 

3rd party content, our 

products/services, CSR, news, community, topical, value proposition, promotion, local. Needs stronger 

tech/innovation angle. 

Devices, Support, 

Community, Network, 

Commercials, Contests, U-verse, Special Campaigns. 

Products, Services, 

Governance, CSR, Investor Relations, 

Shareholders, Industry News. 

3rd party content, our 

products/services, CSR, news, community, topical, value proposition, promotion, 

local. Needs to be framed 

within the user's likes and interests. 

CSR

Marketing partner content, lifestyle device 

images, inspirational content that leads back to products and services. 

Sponsorships, store news, local events, wifi mapping. 

#SocialPrep

Defined “Ultimate Metric”

Facebook: ShareTwitter: ReTweetGoogle+: +1Pinterest: RepinInstagram: Heart

#SocialPrep

Using Spredfast DataProblem: We’re a PR organization and we like to write a lot.Test: An increase in Facebook copy decreases engagement (and ultimately Reach)

• Analyzed 45 “Coupon and Offer” posts • Status lengths ranged from 417 characters to 82.

#SocialPrep

Comments per Character

1 4 7 10 13 16 19 22 25 28 31 34 37 40 430.00

0.20

0.40

0.60

0.80

1.00

1.20

1.40

1.60

1.80

Char Usage of 420Comments Per Character

231 characters

168 characters

% o

f 420 c

hara

cte

rs u

sed

Individual Post

#SocialPrep

Likes per Character

1 4 7 10 13 16 19 22 25 28 31 34 37 40 430.00

1.00

2.00

3.00

4.00

5.00

6.00

Char Usage of 420Likes Per Character

263 characters

152 characters

% o

f 420 c

hara

cte

rs u

sed

Individual Post

#SocialPrep

Clicks per Character

1 4 7 10 13 16 19 22 25 28 31 34 37 40 430.00

0.20

0.40

0.60

0.80

1.00

1.20

Char Usage of 420CPC 0-28

% C

hara

cte

r U

se o

f 420

Individual Post

175 characters

129 characters

#SocialPrep

Reach per Character

1 4 7 10 13 16 19 22 25 28 31 34 37 40 430

500

1000

1500

2000

2500

3000

Status LengthImpressions Per Character

Reach

202 characters

159 characters

Individual Post

#SocialPrep

Juicing Social ContentGoal: Increase discoverability of our content and positive third-party content through:• Search Engine Marketing

• YouTube Search

• Facebook Ads

• Twitter Promoted Tweets

• Syndicated content

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Paid: Driving to PR

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The Metrics ViewAT&T Social Media Channels

  Facebook Twitter Pinterest Google + YouTube Newsroom Advocates Instagram

Ultimate Metric Share Retweet Repin Click Thru/+1 Embed Page Views Earned Impressions Heart

Metrics Content Likes RT Impressions Repin Audience Clicks to Owned Views Views Content Share Ratio Followers

Reach Clicks to Owned Clicks to Owned CTR to Owned Subscribers Top articles Reach of Shares Photos uploaded

Fans CTR to Owned Brand Followers Clicks to Earned Top Videos Link back Total Shares Hearts per photo

Clicks to Owned Clicks to Earned Board Followers CTR to Earned     Engagement off Shares Top Photos

CTR to Owned CTR to Earned Top Pins Plus 1s     Growth rate of user base  

Pieces of Content Published Followers   Followers        

Engagement Rate Favorites   Top Posts        Clicks to Earned Top Tweets            

Comments on Brand Posts Mentions            

Wall PostsReactive Sentiment 

Measurement           

Top PostsPositive 

Engagement (RT, Like, Favorite)

#SocialPrep

Thanks!

Jennifer McNabbSocial Marketing ManagerSpredfast@Jmc409@Spredfast

Colin BurnsSenior Manager, Digital and Social MediaAT&T@TheCBurns@ATT

Contact us

info@spredfast.com

@SpredfastSlides from today’s presentation can be found at www.slideshare.net/spredfast

Thanks for joining us!

#SocialPrep