Connect the Dots: Draw a Clear Picture of Social’s Impact on Business Results
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Transcript of Connect the Dots: Draw a Clear Picture of Social’s Impact on Business Results
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Spredfast #SFSummit
Connect the Dots: Drawing a Clear Picture of Social’s Impact on Business Results
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Meet the Panelists
Ben Bennett Director of Digital Strategy Country Music Association
Chris Kerns Director, Spredfast
Matt Corey CMO, PGA TOUR Superstore
Spredfast #SFSummit
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Achieving Success Through Real-time and Integrated Engagement Strategies
Ben Bennett Director of Digital Strategy, Country Music Association
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Spredfast #SFSummit
1. Social MUST BE part of a bigger strategy 2. Have reasonable expectations 3. Plan must be quantifiable 4. Be nimble (experiment and look at the data)
Key Points
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Spredfast #SFSummit
2.2MM Uniques
Most ever (non-promoted)
Case Study
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THIRD best day for adding Twitter Followers (non-show day) Spredfast #SFSummit
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Spredfast #sfSummit
DOUBLED Instagram audience in 2 months using fun promotions that asked fans to participate.
Spredfast #sfSummit
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DOUBLED # of photos submitted during the broadcast. 10,000 photos posted in 3 hours.
Spredfast #SFSummit
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Insights – Measuring Success
Spredfast #SFSummit
4,449,963
2,283,250 2,118,862
1,296,848 1,157,642 751,184
96,129 0
500,000
1,000,000
1,500,000
2,000,000
2,500,000
3,000,000
3,500,000
4,000,000
4,500,000
5,000,000
Grammys Oscars CMA People's Choice Golden Globes ACM Emmys
Total Social Audience
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Social Specific • IMPRESSIONS • UNIQUES • AUDIENCE GROWTH
Industry Specific • TV RATINGS • EVENT TICKET SALES
Insights – Metrics
Nielsen Social ($$$$) Google Analytics FB/TW native
Iconosquare BudUrl ($) Crowdbooster ($)
TwitterCounter ($) CrazyEgg ($$$)
Spredfast #SFSummit
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What Works • Photo Galleries • Sweepstakes (Twitter, Email) • Birthdays, Holidays • Mobile Wallpapers • Content with a DIRECT
connection to your brand • Promoted Posts $$ • Short, punchy ad copy
What Doesn’t • Post to Unlock • Sweepstakes (Facebook) • Video longer than 60 seconds • Wordy copy • Content that has nothing to
do with your brand or customers
Spredfast #SFSummit
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• Run the numbers you have now. • Facebook: Which post has the most/fewest impressions? • Twitter: Which post has the most/fewest Retweets? • Instagram: Which post has the most/fewest Likes?
Spredfast #SFSummit
Your To Do List
• Make sure each post has something FOR the consumer • Links to your product pages DON’T count. • Links to fun/funny stories about your products DO. • Announcing you have new product for sale DOESN’T count. • Including a 25% off discount for that product DOES.
• Make sure your websites are mobile friendly • Most Facebook, Twitter, Instagram users are on their smart phones. Any links
posted that drive to your site will be much less effective unless your site also has a superb mobile experience.
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Matt Corey, CMO PGA TOUR Superstore
Empowering Customers to Drive Top Holiday Gi!s through Social
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This is Open Sans Light
Spredfast #sfSummit
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Spredfast #SFSummit
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Key Results: • 40% increase in conversion • 21% longer in time on site
• 5,000 referrals to product pages
• 2,000,000 potential social impressions
• 94% increase in clicks on site
• 46% increase in page views to site
Spredfast #SFSummit
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Key Recommendations: 1. Plan: propose a unique social experience that is
an integrated part of a larger campaign
2. Measure: decide on a control group
3. Communicate Results: good, bad or indifferent, and what is coming next
Spredfast #SFSummit
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The Holy Grail
Jon Sally
$200 $100
$0 $200
$200 $300
Purchases
Social Influence
Spredfast #SFSummit
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The Holy Grail – start here…
$150
$200
$250
$300
Zero Low Medium High
Social Engagement
Purcha
ses
Spredfast #SFSummit