Marketing Panel Discussion: Measuring the Impact of Social Media

Marketing Professionals Track

Brian Halligan, HubSpotMelissa Lacitignola, ZapposFrank Eliason, Citi

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Agenda Slide

Introductions

Brian Halligan, HubSpot

Melissa Lacitignola, Zappos

Frank Eliason, Citi

Q & A

@marcusnelson #df10

AUDIENCE POLL

@marcusnelson #df10

Social Media’s Place Within the Organization

@marcusnelson #df10

Proving ROI is a Challenge

@marcusnelson #df10

Brian Halligan

HubSpot

HubSpot 3600 Customers 200 Employees

@bhalligan #df10

“Database” Measurement Has Evolved

@bhalligan #df10

Measure “Reach” Not Email List Size

0

100,000

200,000

300,000

400,000

500,000

600,000

700,000

800,000

Oct-09 Dec-09 Feb-10 Apr-10 Jun-10 Aug-10 Oct-10

HubSpot Reach

SlidesShare Followers

YouTube Subscribers

Company Blog Subscribers

iTunes Subscribers

FaceBook Fans

Facebook Inbound Marketers

HubSpot Blog Subscribers

LinkedIn HubSpot Followers

LinkedIn Inbound Marketers

Twitter Followers (@grader + @hubspot)

Email DB

@bhalligan #df10

Measure Reach vs The Joneses

@bhalligan #df10

“Funnel” Measurement Has Evolved

@bhalligan #df10

Closed Loop Funnel Measurement

@bhalligan #df10

Closed Loop Social Media Measurement

@bhalligan #df10

Social Media is not magic.

Joining Facebook (or Twitter, or LinkedIn) will not revolutionize your company or your marketing.

@bhalligan #df10

Don’t dip yourtoe in the water.

Jump in ALL THE WAY.

Success = Content + Social Media

Success = R0 + Reach

R0 = Reproduction Rate (The average number of new infections a single infection case will cause)

Success = R0 + Reach

Let R0 = .05

@bhalligan #df10

Let R0 = .1

@bhalligan #df10

Let R0 = .2

@bhalligan #df10

Melissa Lacitignola

Zappos

All About Zappos.com

• Founded in 1999 in San Francisco• Open 24/7 – 365 days a year• We have two locations – Las Vegas, NV &

Shepherdsville, KY • Grew sales from almost nothing in 1999 to over $1

billion in gross merchandise sales in 2008• Acquired by Amazon in 2009• #1 driver of growth is through repeat customers

and word of mouth· • We’re a service company who happens to shoes,

apparel, handbags, etc…· • Customer service is not a department, it’s the

entire company.

@moelissa #df10

@moelissa #df10

“People may not remember exactly what

you did or what you said, but they will always remember how you

made them feel.”

@moelissa #df10

Twitter

@moelissa #df10

Facebook

@moelissa #df10

Yeah…We’re Different

@moelissa #df10

Opposite mindset of standard

efficiency metrics

@moelissa #df10

Social is an opportunity to make a personal connection.

@moelissa #df10

Not measuring what we get,

but what we give.

@moelissa #df10

We want to drive up engagement

@moelissa #df10

In the end, social is an input to the result of an NPS score.

@moelissa #df10

Social is an investment. We don’t need to come up positive in

social investment.

@moelissa #df10

“We’re in the stories and memories business.”

– Tony Hsieh, CEO

@moelissa #df10

Social Helps Us Build Relationships With Returning Customers.

@moelissa #df10

On any given day, about 75% of purchases come from returning customers.

@moelissa #df10

Repeat customers order more than

2.5x in 12 months.

@moelissa #df10

Customers come back, order more and order more often…

Fact: Repeat customers have higher average order size

@moelissa #df10

Social Metrics are simply measuring outward expressions of internal emotions.

Optimize towards increasing those emotions.

@moelissa #df10

Yes, we DO get numbers.

Referrals for Social Sites to Zappos.com Traffic and revenue from Facebook Daily Product likes, shares and reshares Traffic and revenue from Facebook ads General traffic and revenue among visits via Twitter “Likers” hidden from news feed

@moelissa #df10

Our Toolbox

SAS

Radian 6

Buddy Media

Facebook Analytics

Google Analytics

In-house Analytics Tool

@moelissa #df10

@moelissa #df10

Frank Eliason

Citi

@frankeliason #df10

Brian Halligan

CEO

Melissa Lacitignola

Video/Blog Supervisor

Question & Answer

Frank Eliason

SVP, Social Media

#df10

Jump in all the way!

Content, content, content

Social Media is an investment for your brand.

Measure what you feel is important, but know that THE most important thing is your customer’s satisfaction.

It’s called social – so BE SOCIAL

As long as you’re providing the best customer service in that space, then you're measuring positive.

Key Take Aways

#df10

Measuring the Impact of Social Media

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