Social Media ROI Case Study on Inspirato
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You Have Fans. Now What? Social Media Engagement, Measurement & ROI March 8, 2012 Jamie Duklas, Director of Social Media, Booyah Matt Windt, Interactive Marketing Director, Inspirato
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Social Media ROI tends to be a scary topic. It shouldn't be. This presentation shows how Social Media can be treated like any other online marketing channel and that there are several key ways to show Return on Investment. This presentation is a Social Media ROI case study on Booyah Online Advertising's client Inspirato. Covered is Social Media engagement, measurement and reporting. We will tell you how to create goals, determine benchmarks and KPIs and track social media through free tools( Google Analytics, Facebook Insights and Twitter Analytics through the API) so that your social media marketing program is built with the proper structure to be a success.
Transcript of Social Media ROI Case Study on Inspirato
You Have Fans. Now What? Social Media Engagement, Measurement & ROI
March 8, 2012
Jamie Duklas, Director of Social Media, Booyah
Matt Windt, Interactive Marketing Director, Inspirato
Introduction: Inspirato
• Launched January 1, 2011
• Fastest growing luxury
destination club
• 127 residences in 41 destinations
• Primary Tactic: Use digital media
to increase engagement, share of
voice and lead generation across
all digital platforms.
• www.Inspirato.com
Introduction: Booyah
SEO Shopping Engines
Paid Inclusion
Local Map
Optimization
Mobile Advertising
Email Paid
Search
Shopping Engines
Creative Services
Online Display
Social Media
Search Marketing
Overview
• Goals
Benchmarks
Determining Goals
• Social Marketing Landscape
Paid, Earned & Owned
• Engagement
Posting Strategy
• Measurement / Tracking
Social Media Software
• ROI
Social Media: It’s Not Magic
Email Marketing is Similar to Facebook Marketing
Email list size
Open rate
Email creative
Copywriting
Email software
Send frequency
Unsubscribes
= Facebook fans
= Engaged fans
= Profile, Timeline & post images
= Copywriting
= Facebook Insights & other SM software
= Posting frequency
= Unsubscribes
Start With Goals
• Traffic Driven
• Media Exposure
• Revenue
• Leads
• Social Reach
Determine Benchmarks
• 20% maximum of posts should be straight marketing
• 16% of fans see a FB post
• .5 to 1% engagement rate per FB post (smaller pages
should be higher; top posts get 2 or 3%)
• .3 to 1 retweet for each tweet
Create Goals
I want 350 visits from Facebook to my website each month:
20 posts X (Fans X % Who See Post X % Who Click) = 350
20 posts x (Fans X .16 X .02) = 350 Visits
20 posts x (5,500 Fans X .16 X .02) = 352 Visits
Social Marketing Landscape
ROI
Paid Media
Earned Media
Owned Media
Content Syndication
Goals
Social Media Strategy
Symbiosis Between Earned & Owned
1,832
3,454
Engagement Strategy (Post with a Purpose)
• Determine target markets / audience
• Develop content calendar
Have fun things to say!
• Two main posting goals
Drive traffic to website
Create engagement (Improve EdgeRank score)
Know Your Audience
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121 163
218 175
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263 307
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13-17 18-24 25-34 35-44 45-54
DEMOGRAPHIC PROFILE: PEOPLE TALKING ABOUT YOUR PAGE
Male Female
19 134
342 368 342 240
1
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468
680 778
649
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200
400
600
800
1,000
1,200
13-17 18-24 25-34 35-44 45-54 55+
DEMOGRAPHIC PROFILE: PAGE FANS
Male Female
What Makes A Good Post - Engagement
• Compelling photo
• Timely
• Call to action
• Emotive
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10 15 20 25 30 35 40 45 50
Status Link Photo Video
ENGAGEMENT BY POST TYPE Likes/Post Comments/Post Shares/Post
What Makes A Good Post - Clicks
• 88 actions
• 284 visits to Inspirato
What Makes A Good Post – Time of Day
• Facebook says 9 to 10 pm is the most engaged time
• For Inspirato highest engagement occurred:
9 am, 6 pm, Thursday on Facebook
8 am, Thursday for Twitter
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Engagement by Hour
Tweets Sent Page Admin Posts Response per Tweet Response per FB Post
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Engagement by Day Tweets Sent Page Admin Posts
Response per Tweet Response per FB Post
Tracking – Social Media Software
Monitoring Engagement Management Promotions Influencer CRM Bloggers
Free Google Alerts TweetDeck Postling Wildfire Klout
Social Mention Hoot Suite North Social PeerIndex
Kred
Paid Buddy Media Buddy Media Buddy Media Traackr Technorati
Trackur Shoutlet Shoutlet Shoutlet Spot Influence BlogDash
Meltwater Buzz Involver Involver Involver mBlast - mPact BlueGlass
Scout Labs Scout Labs Wildfire Wildfire BlogFrog BlogFrog
Sysomos Sysomos North Social North Social
Radian6 Radian6 Radian6
Argyle Social Argyle Social Argyle Social Offerpop
Awareness Awareness Woobox
Alterian SM2 Alterian SM2 Extole
Collective Intellect Collective Intellect Votigo
Spredfast Spredfast Spredfast Spredfast
Social Chorus Social Chorus Bigprize
Viral Heat Fanzilla
Nielsen Buzzmetrics Virtue
Sprout Social Sprout Social AddThis
Visible Technologies Visible Technologies Upickem
Fanappz
Fanbuildr
Tracking – Assisted Sales & Leads
Multi-Channel Attribution: Crediting social for referral traffic
that later converted into a sale or lead
Tracking – Common Paths to a Lead or Sale
It often takes five to seven touch points to convert someone:
• Each visitor is
cookied for a 30 day
window to see their
paths to conversion
• Paths to conversion
go from 1 to 39 visits
• Social is the first visit
(awareness), middle
(top of mind) and final
(converter)
• Social paths interact
with our other
advertising channels
ROI – Social Reach
• Fans = Total Likes
• Engagement = Engaged Users (Real Fans)
• Social Reach = Monthly Posts X Engaged Users
Inspirato: (14,614 likes) 63 X 1,039 = 65,457 Social Reach
Competitor: (20,360 likes) 29 X 1,114 = 32,306 Social Reach
20,325 14,271
80,637
171 0
10,000 20,000 30,000 40,000 50,000 60,000 70,000 80,000 90,000
FAN PAGE COMPARISON: TOTAL FANS
1,11
4
1,03
9
74
4
219 5% 7% 1%
128%
0%
50%
100%
150%
0 200 400 600 800
1,000 1,200
Fan
Inte
ract
ion
s
FAN PAGE COMPARISON: TOTAL ENGAGEMENT
Total Engagement Engagement as % of Fans
ROI – Media Valuation
• Equating Social Impressions to their CPM advertising value
• Facebook: 8,353,828 impressions ($0.60 CPM)
• Twitter: 222,283 impressions ($1 CPM)
• Monthly media valuation = $5,234.58
ROI – Dashboard of KPIs
Key Performance Indicator Total (Goal) Percent Goal
Leads 20 13.2 151%
Revenue $35,000 $12,000 292%
Fans 14,081 13,458 105%
Reach 84,345 80,000 105%
Media Value of Impressions $5,235 $4,000 131%
Traffic Driven (to Inspirato.com) 2145 592 199%
Traffic Driven (to Blog) 1309 361 196%
Summary
• Start with goals
• Create benchmarks / Key Performance Indicators
• Plan your message
• Use data to improve engagement
• Track everything, report on what matters
• Social Media ROI is there!
