How To Use Metrics To Improve Your Social Media Marketing

How To Use Metrics To Improve Your Social Media Marketing

Presented to:Direct Marketing Association of Detroit

AIMS 2016

Prepared by:Chad Wiebesick

Director of Social Media and Interactive MarketingTwitter: @Wiebesick

April 13, 2016

Does Social Media Work?

@Wiebesick #DMADAIMS

Measurement can overwhelm. Don’t measure every social media metric you can.

• Define your goals– Once you know how social media marketing fits into your

business’s overall objectives, you can work out what results you’re looking for. This gets you one step closer to choosing useful metrics to measure.

• Choose a good metric– The difference between a ‘good’ and ‘bad’ metric really

comes down to how useful it is to you. If you pick a metric that is hard to understand, or one that seems disconnected from the goals you’ve chosen, this can make it difficult to take action on the results you get.


Use tools, but focus on the results you’re aiming for and not the tools.

• Free – Simply Measured– Hootsuite– Tweet Reach

• Paid– Radian6– Sprout Social– Digital Roots



Align Your Social Strategy To Your Business Objectives

Pure Michigan is majestic, mythic and magical – a place with abundant natural beauty and authentic destinations.


Pure Michigan Ranks Among Top 10 Travel Destinations Worldwide for Its Social Media


Pure Michigan’s Social Engagement Ranks #1


Move beyond ‘likes’ and ‘follows’ to look at real business metrics.

Our social media ROI is tied to business metrics:•Social media makes a “head in bed” more likely. 95% of fans of the Pure Michigan Facebook page say they’re likely to visit Michigan in the next 6 months. The main Michigan.org website does well too (90% of visitors to it say they’re likely to visit Michigan in the next 6 months) but a social platform does even better.

•Social media creates more informed visitors. 70% of fans say that Facebook posts have made them aware of places to go or things to do that they did not know existed in Michigan.

@Wiebesick #DMADAIMS Source: Foresee survey of Pure Michigan social media community

Does Pure Michigan Work?





Pure Michigan Results• The state made $6.87 for each dollar spent on Pure

Michigan advertising in 2014• $12.4 million in out-of-state advertising• Motivated 4.1 million trips to Michigan• 2.2 million from the region (IL, IN, OH, WI, MO, Ontario) • 1.9 million from outside the region• Those visitors spent $1.2 billion at Michigan businesses • Those visitors paid $85.4 million in Michigan sales tax


Michigan Hotel Data 2014• Occupancy: 58.9%-Up 2.3% • Average Daily Rate (ADR): $91.72-Up 5.1%• Revenue Per Available Room (RevPAR): $54.00-Up 7.5%


3 Common Business Objectives and The Social Metrics To Look At


Goal #1: Sales and Lead Generation


Goal #1: Sales and Lead Generation

Social media metric to measure: Traffic from social media to your website.


Facebook is Top 10 source of traffic to michigan.org, but it wasn’t always that way. • Out of 3,000 sources of traffic to michigan.org, Facebook

is among the Top 10.• In every post we include a link back to a key page on

michigan.org that highlights the city or activity in the post.


One simple thing we did increased our social traffic by 183%. Here’s how.


Most Popular Blog Story in 2014This blog story received four times more traffic than the homepage of michigan.org.

Michigan.org had its biggest one-day spike in traffic in three months.


Story Went Viral On Social Media• 48% of traffic is “direct” vs 33% of traffic is “social”• Really? It can’t be direct traffic because the story is too

new for people to bookmark, and the URL too long for people to remember.


Google Is Under Reporting Facebook Traffic by 40%

By default, Google erroneously and automatically attributes traffic from mobile apps like Facebook and Twitter as being “direct”.


Use Google Analytics URL Builder To Track Social Traffic

Create unique tracking URL’s to properly credit social media mobile app traffic arriving at your website.

http://www.michigan.orgBecomes

http://www.michigan.org?utm_source=facebook&utm_medium=social&utm_campaign=post


http://www.michigan.org/

http://www.michigan.org/?utm_source=facebook&utm_medium=social&utm_campaign=post



TIP: Use Vanity URL Shortener to Reinforce Your Brand

Thishttp://www.michigan.org?utm_source=facebook&utm_medium=social&utm_campaign=postBecomeshttp://www.puremi.ch/1kLHW4U





http://www.puremi.ch/1kLHW4U

Now, Our Social Traffic Is Properly Attributed


If you use social media to sell, remember to follow the 80-20 rule.


And be timely. This tweet went over about as well as you'd expect.


Really?! Kenneth Cole jokes about tragic international event to sell shoes again.


And another example


Epicurious sends individual apologies, though half-hearted copy-and-pasting is disingenuous.


Lesson Learned: Don’t make light of serious situations to sell your products or services. If you make a mistake, apologize authentically, not as lip service.


Goal #2: Generate Awareness


Goal #2: Generate Awareness

Social media metric to measure: Follower growth, brand mentions.

• Within 15 minutes of Super Bowl 2013 grinding to a halt because the lights went out, Oreo sent this tweet.

• Generated 15,000 retweets and 8,000 new Twitter followers.


“Here’s how by reacting quickly to an obscure tweet, Pure Michigan

generated $17 million in PR buzz.”

@Wiebesick

Dec 6, 11:49 am

@Wiebesick

TravelWisconsin.com

@Wiebesick

Dec 6, 2:45 pm

@Wiebesick

Dec 6, 7:17 pm

@Wiebesick

What, If Anything, Do We Do? • 1 tweet• 11 retweets• 1 story in Kalamazoo Gazette

@Wiebesick

Dec 7, 11:45 am WhoIsTheRealMittenState.com

@Wiebesick

@Wiebesick

@Wiebesick

Dec 7, 4:43 pmStatewide News

@Wiebesick

Dec 7, 7:23 pmWisconsin Releases Another Mitten

Travel Wisconsin put up a new version of the mitten in the green and gold of the Green Bay Packers, boasting the football team's unbeaten record and ribbing their rivals, the 7-5 Detroit Lions.@Wiebesick

“Is Michigan or Wisconsin the Mitten State?”Google AdWords

@Wiebesick

Dec 7, 10:20 pmNational News

@Wiebesick

Dec 8, 9:03 am

@Wiebesick

Dec 8, 9:46 am

@Wiebesick

@Wiebesick

@Wiebesick

Dec 13

@Wiebesick

The Mitten Drive Prompted More Conversations

@Wiebesick

Dec 14, 2:20 International News

@Wiebesick

Results• Over 300 news stories from state, national and international

radio, newspaper and TV • 396 million media impressions• $17.7 million in earned media value


Cost to Promote• ZERO costs other than staff time


Winner of U.S. Travel Association Mercury Award


“It’s quality, not mere quantity of fans that’s important.”


New York State Has The Largest Number of Facebook Fans

• Yet, only 0.9% of their fans are talking about the page.• The most popular age group are 13-17 year old teenagers.• Most of their fans live in New York City.


State of Florida Has Far Fewer Fans, But More Engaged

• Average age of fans are 35-54, a demographic more likely to have budget to travel.

• Most fans live in out-of-state, a more lucrative traveler.


Another Reason to Not Focus on Number of Fans


Goal #3: Customer Engagement


• Social media metrics to measure: likes, shares, comments, retweets.


Be careful how you try to engage. The Internet is littered with brand

fails on social media.


What does this tweet mean?


He’s probably the first person fired for poor emoji use.


Lesson learned: In the heat of a moment, take time to think how others might view your tweet.


Know your audience when seeking engagement.


What Single Post Caused People To Unlike the Pure Michigan Facebook Page?


What Should We Do?


Let Your Advocates Support You


Thank You!

Chad Wiebesick Director of Social Media and Interactive Marketing

Email: [email protected]: @Wiebesick


mailto:[email protected]