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Social Media Measurement

Taylor Hulyksmith
Taylor Hulyksmith

I was lucky enough to participate in the Social Media Association of Michigan's inaugural Ann Arbor #SOCIALCON on social media content analysis using engagement rate, in addition to social media ROI. Check out the re:group blog for a more detailed explanation of social media content analysis.

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ANN ARBOR #SOCIALCON Social Measurement May 13, 2016
#SOCIALCON | 息2016 re:group, inc. | 05.13.2016 2 an integrated marketing & branding agency
#SOCIALCON | 息2016 re:group, inc. | 05.13.2016 3
is not? What would you like to do differently? How can we help? #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 4 BUT THATS NOT WHY WERE HERE
#SOCIALCON | 息2016 re:group, inc. | 05.13.2016 5 DATA! NUMBERS! ANALYSIS!
#SOCIALCON | 息2016 re:group, inc. | 05.13.2016 6WTF, TAYLOR?
#SOCIALCON | 息2016 re:group, inc. | 05.13.2016 7
is not? What would you like to do differently? How can we help? #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 8 SOCIAL AND ITS WONDERFULLY CONVENIENT PLACE IN THE MARKETING FUNNEL FOR PROVING ROI
#SOCIALCON | 息2016 re:group, inc. | 05.13.2016 9 OR NOT.
#SOCIALCON | 息2016 re:group, inc. | 05.13.2016 10 Where does social media fit into the marketing funnel? Meltwater Buzz: http://bit.ly/1WY0FAb
#SOCIALCON | 息2016 re:group, inc. | 05.13.2016 11Forbes: http://bit.ly/1r3fBQZ 11.4 PIECES OF CONTENT
#SOCIALCON | 息2016 re:group, inc. | 05.13.2016 12
#SOCIALCON | 息2016 re:group, inc. | 05.13.2016 13
is not? What would you like to do differently? How can we help? #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 14 THIS IS WHERE WE WORKSHOP.
#SOCIALCON | 息2016 re:group, inc. | 05.13.2016 15 Decision Made Ice Cream Marketing Objectives Drive seasonal ice cream sales by 15% YOY Drive frequency of customer visits by 10% YOY Increase share of in-market competitor conversation to 25% Flavor Rage Bribe w/ Prize Food Challenges 4? 5?
#SOCIALCON | 息2016 re:group, inc. | 05.13.2016 16 Reach Engagement Engagement Rate /
#SOCIALCON | 息2016 re:group, inc. | 05.13.2016 17
#SOCIALCON | 息2016 re:group, inc. | 05.13.2016 18 FLAVOR RAGE BRIBE WITH PRIZE FOOD CHALLENGES Girl Jumping: Flickrs marinadelcastell, https://www.flickr.com/photos/95011179@N08/12662497905/ MATH TIME: 15 MIN.
#SOCIALCON | 息2016 re:group, inc. | 05.13.2016 19Girl Jumping: Flickrs marinadelcastell, https://www.flickr.com/photos/95011179@N08/12662497905/ YOURE UP! FIRE THOSE INSIGHTS AT ME.
#SOCIALCON | 息2016 re:group, inc. | 05.13.2016 20 KPIs Result Total Engagements 783 Total Reach 16,855 Overall ER 4.6% Video ER 3.2% Photo ER 5.0% Flavor Rage ER 2.9% Bribe with Prize ER 4.0% Food Challenges ER 5.9% Top Time To Post Morning (6.6%) RESULTS
#SOCIALCON | 息2016 re:group, inc. | 05.13.2016 21 TRENDS OVER TIMEEngagement 0 2,250 4,500 6,750 9,000 Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec. 2014 2015
is not? What would you like to do differently? How can we help? #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 22 ROI: IT CAN BE DONE! HERE ARE SOME EXAMPLES.
#SOCIALCON | 息2016 re:group, inc. | 05.13.2016 23 CORRELATION Engagement 0 80 160 240 320 400 4/30 5/2 5/4 5/6 5/8 Facebook LinkedIn Instagram
#SOCIALCON | 息2016 re:group, inc. | 05.13.2016 24 SOCIAL CARE SAVINGS <$1/SOCIAL INTERACTION VS. $6$8 PHONE CALLMcKinsey & Company: http://bit.ly/1VY82rD
#SOCIALCON | 息2016 re:group, inc. | 05.13.2016 25 SOCIAL CONTESTS Leads Collected: 20,000 Leads Converted: 2,000 (or 10%) Average Customer Lifetime Value: $500 Total Revenue from Contest: $1,000,000 Average Profit Margin: 20% Gross Profit: $200,000 Tools & Labor Expense to Run Contest: $20,000 ROI: $180,000 or 900% Buffer: http://bit.ly/1WNYrCY
#SOCIALCON | 息2016 re:group, inc. | 05.13.2016 26 ORGANIC CAMPAIGN TESTING
#SOCIALCON | 息2016 re:group, inc. | 05.13.2016 27 SOCIAL ADS Instagram Case Studies: http://bit.ly/1TanQBn
#SOCIALCON | 息2016 re:group, inc. | 05.13.2016 28 QUESTIONS?
Find us on the web Presenting from today Thank You! #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 TAYLOR HULYK Phone: 734.327.6622 Email: taylor.hulyk@regroup.us @taylorhulyk

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Social Media Measurement

  • 1. ANN ARBOR #SOCIALCON Social Measurement May 13, 2016
  • 2. #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 2 an integrated marketing & branding agency
  • 3. #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 3
  • 4. is not? What would you like to do differently? How can we help? #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 4 BUT THATS NOT WHY WERE HERE
  • 5. #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 5 DATA! NUMBERS! ANALYSIS!
  • 6. #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 6WTF, TAYLOR?
  • 7. #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 7
  • 8. is not? What would you like to do differently? How can we help? #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 8 SOCIAL AND ITS WONDERFULLY CONVENIENT PLACE IN THE MARKETING FUNNEL FOR PROVING ROI
  • 9. #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 9 OR NOT.
  • 10. #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 10 Where does social media fit into the marketing funnel? Meltwater Buzz: http://bit.ly/1WY0FAb
  • 11. #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 11Forbes: http://bit.ly/1r3fBQZ 11.4 PIECES OF CONTENT
  • 12. #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 12
  • 13. #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 13
  • 14. is not? What would you like to do differently? How can we help? #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 14 THIS IS WHERE WE WORKSHOP.
  • 15. #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 15 Decision Made Ice Cream Marketing Objectives Drive seasonal ice cream sales by 15% YOY Drive frequency of customer visits by 10% YOY Increase share of in-market competitor conversation to 25% Flavor Rage Bribe w/ Prize Food Challenges 4? 5?
  • 16. #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 16 Reach Engagement Engagement Rate /
  • 17. #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 17
  • 18. #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 18 FLAVOR RAGE BRIBE WITH PRIZE FOOD CHALLENGES Girl Jumping: Flickrs marinadelcastell, https://www.flickr.com/photos/95011179@N08/12662497905/ MATH TIME: 15 MIN.
  • 19. #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 19Girl Jumping: Flickrs marinadelcastell, https://www.flickr.com/photos/95011179@N08/12662497905/ YOURE UP! FIRE THOSE INSIGHTS AT ME.
  • 20. #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 20 KPIs Result Total Engagements 783 Total Reach 16,855 Overall ER 4.6% Video ER 3.2% Photo ER 5.0% Flavor Rage ER 2.9% Bribe with Prize ER 4.0% Food Challenges ER 5.9% Top Time To Post Morning (6.6%) RESULTS
  • 21. #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 21 TRENDS OVER TIMEEngagement 0 2,250 4,500 6,750 9,000 Jan. Feb. Mar. Apr. May June July Aug. Sept. Oct. Nov. Dec. 2014 2015
  • 22. is not? What would you like to do differently? How can we help? #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 22 ROI: IT CAN BE DONE! HERE ARE SOME EXAMPLES.
  • 23. #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 23 CORRELATION Engagement 0 80 160 240 320 400 4/30 5/2 5/4 5/6 5/8 Facebook LinkedIn Instagram
  • 24. #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 24 SOCIAL CARE SAVINGS <$1/SOCIAL INTERACTION VS. $6$8 PHONE CALLMcKinsey & Company: http://bit.ly/1VY82rD
  • 25. #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 25 SOCIAL CONTESTS Leads Collected: 20,000 Leads Converted: 2,000 (or 10%) Average Customer Lifetime Value: $500 Total Revenue from Contest: $1,000,000 Average Profit Margin: 20% Gross Profit: $200,000 Tools & Labor Expense to Run Contest: $20,000 ROI: $180,000 or 900% Buffer: http://bit.ly/1WNYrCY
  • 26. #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 26 ORGANIC CAMPAIGN TESTING
  • 27. #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 27 SOCIAL ADS Instagram Case Studies: http://bit.ly/1TanQBn
  • 28. #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 28 QUESTIONS?
  • 29. Find us on the web Presenting from today Thank You! #SOCIALCON | 息2016 re:group, inc. | 05.13.2016 TAYLOR HULYK Phone: 734.327.6622 Email: taylor.hulyk@regroup.us @taylorhulyk