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
#SocialPrep
Social Marketing Funnel
#SocialPrep
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
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
#SocialPrep
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
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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.
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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
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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
@SpredfastSlides from today’s presentation can be found at www.slideshare.net/spredfast
Thanks for joining us!
#SocialPrep