How to Measure Your Social Marketing Campaign

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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

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Thank You

Alan K’nechtalan@DigitalAlwaysMedia.com

@aknecht

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