Social Media Case Studies presented at DMA of Orange County on 06/09/09

1. Define your success metric
Number of people who filled in the “get more info” form
Number of new customers / sales
Reduction in support costs
Number of minutes a day we are nice to customers
Number of people who used a specific coupon that is associated with this campaign
Your marketing team / social media consultant
Number of influential people who tweet something about us
can help you define these.
Number of influential blogs that linked to us
Number of features suggested by users that we actually implement
Increase in Pagerank Number of repeating, unique visitors
Number of people in a specific location / demographic who follow us on twitter
Number of new things we discovered about customers that we never knew before

2. • Define relevant success metrics that translate into
a business context.
• Quantitative - sales (obviously), new leads, new qualified
subscribers
• Qualitative - satisfaction, loyalty, authority, interaction, feedback
• For qualitative goals, use simple rules as metrics.
• Set campaign goals based on these metrics. Your
return is successfully meeting or exceeding these
goals.
• Implement campaign, review metrics and goals.
Filter out channels and strategies that don’t get
good returns. Repeat.

3. Measuring Qualitative Returns

4. A simple campaign to build Loyalty & Trust
Be nice to customers who mention your company / product name on Twitter.
Success Metrics Goal As implemented by...
- Amount of positive N amount of positive
comments sent to customers conversations about your
per week within a given time company or product per week
ceiling
- Amount of conversations
that started from the
comment.
Measuring Qualitative Returns

6. A campaign to increase Satisfaction
Engage with customers / prospects using social media and ask what they
would like from you.
Success Metrics Goal As implemented by...
- Amount of good suggestions N amount of suggestions
that your company hadn’t collected per month and N
thought of. amount that you actually
implement.
- Amount of the above that
your company actually
implements.
Measuring Qualitative Returns

8. A campaign to increase Authority
Start a blog on a topic that relates to your company and that you an expert on.
Focus on writing authoritative content first, promoting your company second.
Success Metrics Goal As implemented by...
- Amount of influential blogs N Pagerank by a certain date.
linking to you.
Nth position in Pagerank
- Pagerank relative to that of relative to competitors by a
competitors. certain date.
- Amount of organic traffic per N% of organic traffic per
month. month.
- Amount of traffic that $N per month attributable to
converts to sales. referrals from blog.
Measuring Qualitative Returns

9. Measuring Quantitative Returns

11. A campaign to increase Offline Sales
Implement a promotion on a social media platform. Give participants a
printable campaign voucher so you can track where offline sales originated.
Success Metrics Goal As implemented by...
- monthly sales $N monthly sales
- monthly store traffic N% increase in store traffic
over the pre-promotion
period.
Measuring Quantitative Returns

13. A campaign to increase Online Sales
Use Twitter to inform prospects about special promotions, capitalising on
Twitter’s real-time nature for exclusive, limited-customer / limited-period offers.
Success Metrics Goal As implemented by...
- monthly sales attributable $N monthly sales
directly to Twitter
$N monthly sales directly
- new customers attributable attributable to Twitter
directly to Twitter
- monthly revenue generated
from customers originally from
Twitter (i.e. did the customer
go back later of their own
accord and buy more)
Measuring Quantitative Returns