Measuring Social Media ROI - Meteor Solutions Webinar

05/02/2023 www.meteorsolutions.com 1

THE ROI OF SOCIAL MEDIAMeteor Webinar – 10/29/2009


Introduction Ben Straley, Meteor Solutions CEO Leading Technology Platform for Tracking

and Activating Earned Media

Brands Using Meteor Include:

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Online Advertising Is Changing…

CONFIDENTIALwww.meteorsolutions.com

Build Site and Create ContentBuy Ads

Tracking and Optimization

Tracking and Optimization

SEO and Paid Search

Today Marketing Success Is EarnedPaid Media

(Ads)Owned Media Earned Media


The Bigger Picture

Email

and I

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s and

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s

Aggre

gators

and B

ookmark

ing

Social

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sPor

tals

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ence

Sites

Q and A

Photos

Newspa

per Sit

es

Deals a

nd Sh

oppin

gOthe

rLoc

al0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

Sources of Earned Referrals

Source: Meteor Solutions data from >15 sites spanning games, mobile, technology, and travel sites.


Does It “Move the Needle”?

Lots of Traffic

•15-20% of Unique Visitors from “Earned” Links

(source: Meteor Solutions)

Valuable Visitors

•1.5x – 4x Conversion Lift•Loyal Fans

(source: Meteor Solutions, Razorfish)

+Growth Potential

•Twitter is Third-Largest Referrer of Traffic to Etsy (source: emarketer.com)

•Facebook is Top Referral Source to PerezHilton.com (source: hitwise.com)

+


So How Do I Measure Its Value and ROI?

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Recommendation #1

Be Clear About Your Objectives and Set Expectations Accordingly

www.meteorsolutions.com@meteorsolutions

Awareness = Sheep + LEDs

Video Brand/Product Page


http://www.youtube.com/watch?v=D2FX9rviEhw

http://www.samsung.com/us/productsubtype/led/

See? It Works! > 8MM Video Views (6MM in First 2 Weeks) > 3K Tweets About Video on Twitter

Blog Mentions Search Volume

Video Posted to You Tube (3/16/2009)

http://blogpulse.com/trend?query1=samsung+sheep&label1=&query2=samsung+LED&label2=&query3=&label3=&days=60&x=19&y=5

http://www.google.com/trends?q=samsung+led

Or Does It?

Video Posted to YouTube

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Recommendation #2

Track and Measure What You Can. There Are Free Tools That Make It Simple and Easy to

Quantify Impact and ROI.



Quantifying Impact Using Twitter and Bit.ly

http://www.ted.com/talks/clay_shirky_how_cellphones_twitter_facebook_can_make_history.html


Twitter Activity

Useful, relative measure of content “reach”


Bit.ly Click Trends


@meteorsolutions Stats Avg. Clicks per Tweet:

13 Number of Followers:

184 Click-Through Rate:

7.1%

Avg. Total Clicks per Tweet (bit.ly):2,698

Avg. % of Total Clicks per Tweet (bit.ly): .6%

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Click-Through Rate = Effectiveness


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My Click-Through Rate = (My Clicks) / (My Followers)

•Click-through rate declines as the number of followers increases.

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Click-Share = Influence


Twitter Click-Share = (My Clicks) / (Total Clicks)

•The higher your click-share, the more influence you have relative to others sharing the same content.

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Recommendation #3

Go Beyond Listening, Counting Mentions, and Tracking “First Clicks”. Capture the

Full Scope of Your Program’s Impact.


05/02/2023 Proprietary and Confidential. Patents Pending.

Case Study: The Multiplier EffectGOAL: • Accelerate awareness and excitement around Game Launch

STRATEGY AND PLAN:• Display Advertising Directing Traffic to Viral Promotion

TACTICS:• Drive traffic with ads and word of mouth• Video series encourages repeat visits and WOM• Community “unlock” of video content fuels sharing.

Game Campaign Results

05/02/2023 Proprietary and Confidential. Patents Pending.

Direct Referrals to Site

The common view of sources of traffic…

Rank by Direct Traffic Site Direct Referrals1 CAMPAIGN SITE 14,467 2 ad.adlegend.com (AD SERVER) 12,850 3 g.doubleclick.net (AD SERVER) 8,611 4 www.jeuxvideo.com 7,844 5 www.youtube.com 5,412 6 FAN SITE 4,455 7 forums.gametrailers.com 3,678 8 es.wikipedia.org 3,630 9 FAN SITE 3,494

10 www.pornbb.org 2,251 11 www.meristation.com 2,247 12 answers.yahoo.com 2,064 13 mail.live.com 1,985 14 www.giga.de 1,906 15 COMPANY SITE 1,650 16 www2.hshare.net 1,531 17 www.spaziogames.it 1,481 18 www.akiba-online.com 1,477 19 www.joystiq.com 1,097 20 www.neogaf.com 1,045 21 FAN SITE 1,026 22 www.xbox360achievements.org 725 23 CAMPAIGN SITE 291 24 es.youtube.com 72 25 www.jeuxactu.com 61

http://www.jeuxvideo.com/

http://www.youtube.com/

http://www.pornbb.org/

http://www.meristation.com/

http://www.giga.de/

http://www.spaziogames.it/

http://www.akiba-online.com/

http://www.joystiq.com/

http://www.neogaf.com/

http://www.xbox360achievements.org/

http://www.jeuxactu.com/

“Earned” Referrals to Site


37%That’s the % of Unique Visitors That Came from Earned Referrals Over The Life of This Campaign.

And…

We’re Seeing Some Sites Drive The Majority of Their Traffic This Way


But Wait, There’s More!

Remember this statistic?

“Visits from Shared Links Can Convert Up to 4X More Than Paid Media” (Razorfish)

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A Few Basic Calcs Traffic Value– Value of Visit: $2.50– Number of Direct Visits: 10,000– Value of Direct Visits: $2.50 * 10,000 =

$25,000

New Customer Value– Value of Conversion: $50.00– Number of Direct Conversions: 1,000– Value of Direct Conversions: $50.00 * 1,000 =

$50,000 www.meteorsolutions.com

@meteorsolutions

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Paid + Earned Media ROI Model Traffic Value

– Value of Visit: $2.50– Number of Direct Visits: 10,000– Value of Direct Visits: $2.50 * 10,000 = $25,000– Number of Earned Visits: 2,000– Value of Earned Visits: $2.50 * 2,000 = $5,000

Customer Value– Value of Conversion: $50.00– Number of Direct Conversions: 1,000– Value of Direct Conversions: $50.00 * 1,000 = $50,000– Number of Earned Conv.: 200– Value of Earned Conv.: $50.00 * 200 = $10,000


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Earned Media ROI Earned Media ROI (Visits)– 2,000 * $2.50 / 10,000 * $2.50 = 20%

Earned Media ROI (Conversions)– 200 * $50.00 / 1,000*$50.00 = 20%


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Tracking Earned Media ROI by Tactic/Channel



Take-Aways Earned Media is a Key Determinant of

Campaign Success

Tracking and Measurement Can Be Simple and Inexpensive

Measurement Leads to Optimization of Campaign Performance

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November Webinar “Campaign Activation - How to Attract an

Audience and Drive Engagement”– Best Practices– Tips and Tricks– Optimization Methods– Case Studies

Wednesday, November 19th, 11AM PST



How To Reach Me

Website: www.MeteorSolutions.comBlog: blog.meteorsolutions.comTwitter: @MeteorSolutions

Ben Straley, [email protected]

206.859.3563(866) 677-0604

mailto:[email protected]

Measuring Social Media ROI - Meteor Solutions Webinar

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