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Social Media ROI Success StoriesHow 11 companies—like OfficeMax, Nissan, BMC and Microsoft—are listening, engaging and measuring.
CASE STUDY COLLECTION
An excerpt of one of our popular reports created for Pro members.
OUR GIFT TO YOU
Contents at a Glance
INTRODUCTION 1
EXCLUSIVE MARKETINGPROFS POLL: SOCIAL MEDIA ROI, AN ELUSIVE TARGET 3
SNAPSHOT: ESSENTIAL TOOLS FOR SOCIAL MEDIA AND PR MEASUREMENT 5
11 CASE STUDIES: SOCIAL MEDIA MEASUREMENT & MONITORING 8
SOCIAL MEDIA MEASUREMENT 9
Intuit 9
Nissan Canada 11
Lollapalooza 13
Dell Outlet 15
PR MEASUREMENT 17
BMC Software 17
OfficeMax 19
ShareMethods 20
SOCIAL MEDIA MONITORING 23
AAA 23
Crocs 24
SAP 26
Microsoft 28
READY TO GET STARTED? 31
NOW WE WANT TO HEAR FROM YOU! 33
ABOUT THE AUTHOR 34
ABOUT MARKETINGPROFS 34
1SOCIAL MEDIA ROI SUCCESS STORIES©2009 MARKETINGPROFS LLC • ALL RIGHTS RESERVED.
Socialmediaisredefiningthewaywemarkettoconsumersandbusinessprospects.Majorbrandsareincreasinglyusingblogs,Facebook,Twitterandotheroutletstoreachcustomersinadeeper,morecost-effectivemannerthantraditionaladvertisingallows.Inarecentreport1byForresterResearchInc.,95percentofmarketerssay,despitetheeconomy,theywillcontinuetoinvestinsocialmediaoratleastmaintaintheirsamelevelofinvestment.
Theonefactorthatcouldaltersocialmedia’scurrentgrowthtrajectoryisreturn on investment(ROI).Mostmarketershaven’tfiguredouthowtomeasureityet.Untiltheydo,companiesmaybereluctanttocontinuetheirsocialmediainvestments.
Accordingtothesamereport,75percentofmarketershavebudgetedlessthan$100,000forsocialmediainitiativesoverthenextyear,afractioncomparedtotheamountspentonsearchenginemarketingandonlinedisplayadvertising.Onereasoncitedbyanalystsisthelackofacceptablemeasurementstandardsandprovenimpact.
Forsocialmediatobecomeaseriousmarketingchannel—ratherthanjustacoolyetunprofitableexperiment—businessesmustfigureoutthemeasure-mentgame.Itwon’tbeeasy.Accordingtotheresultsofasmall,informalMarketingProfspoll,70percentofrespondentsdonotfeeltheircompaniesareadequatelytrackingsocialmediaintermsofdrivingtangibleresults.Inanotherquestion,20percentfeelthatsocialmedia,“isn’tprimarilyaboutROI.”
Certainly,responsetosocialmediaeffortscanbedifficulttotrack.Conversationsandactivityaretakingplaceoutsideoftraditionalwebsiteswheremarketerscaneasilyanalyzethemillionsofelectronicfootprints.
Despitethesechallenges,agrowingbandofbusinessesarebucklingdownandgettingseriousaboutsocialmediameasurement.Manyaremakingstrongheadwayinquantifyingtheirinitiatives,asthisreporthighlights.Companiesarealsomakingstrideswhenitcomestopublicrelationsmeasurement—tradition-allyablackboxformarketingprofessionals.
Thenthere’ssocialmediamonitoring:theprocessoflisteningandengagingwithcustomersandprospectswhoaretalkingaboutacompany’sbrandorproductwithinsocialmediacircles.Companiesareusingsocialmediamonitoringlessformeasuringtheircampaignsthanforimprovingawiderangeofinitiatives,suchascustomerservice,prospectingandbrand-reputationmanagement.And
1 Jeremiah K. Owyang, “Social Media Playtime is Over,” Forrester Research, March 16, 2009.
INTRODUCTION
2SOCIAL MEDIA ROI SUCCESS STORIES©2009 MARKETINGPROFS LLC • ALL RIGHTS RESERVED.
INTRODUCTION
unlikesocialmediameasurement,socialmediamonitoringhasidentifiablevendorsandbestpractices.
Thiscasestudycollectioncoversthefollowingcategories:
Social Media Measurement:Whatarecompaniesdoingtomeasureandquantifytheimpactoftheirsocialmediainitiatives,suchasthoseemployingTwitterandFacebookConnect?Thesecasestudiesshowhowcompaniesarecombiningmeasurementtoolsandtechniquestobetterunderstandtheirinvest-mentsinsocialmediacampaigns.
PR Measurement:PRprofessionalsarenowmoreaggressiveinmeasuringtheirpublicrelationscampaigns,whichincreasinglyinvolvesocialmediaelements.ThesecasestudiesfocusonwhatcompaniesaredoingtoimprovemeasurementandPRperformance,includingusingtechnologythattranslatesPRandsocialmediaactivityintobottom-lineresults.
Social Media Monitoring:Thisrapidlygrowingfieldenablescompaniestoseewhatcustomersandprospectsaresayingwithinsocialmediaabouttheirbrandsandproducts.Thesecasestudiesfocusonhowcompaniesareusingintelligencefromsocialmediamonitoringtoimprovecustomerservice,publicrelationsandbrand-reputationmanagement.
Inadditiontothecasestudies,thisreportalsofeaturesexclusivepolldata,aselectlistofcutting-edgetoolsandservices,andquestionstoconsiderbeforeyoustartoptimizingyoursocialmediaandPRinitiatives.
Most marketers haven’t figured out how to measure ROI yet. Until they do, companies may be reluctant to continue their social media investments.
3SOCIAL MEDIA ROI SUCCESS STORIES©2009 MARKETINGPROFS LLC • ALL RIGHTS RESERVED.
ForresterResearchprojectscompanieswillspend$3.1billionannuallyonsocialmediaby2014.2Soitisn’tsurprisingthatsocialmediameasurementistopofmindamongmarketerssurveyedinapollbyMarketingProfs.3Nearly50percentofrespondentssaythatsocialmediameasurementis“Important”tothem;another36percentsayitis“SomewhatImportant.”
Determiningreturnoninvestment,however,appearstobeamajorchallenge.Morethan70percentofrespondentsdonotbelievetheircompaniesaread-equatelymeasuringtheimpactofsocialmediacampaignsintermsoftangibleresults.Only20percentthinktheyare.
Surprisingly,thebiggesthurdletosocialmediameasurementisfindingthepersonneltodothemeasurementandanalysiswork.Ina“pickallthatapply”questionaboutmeasurementobstacles,“DedicatedResources”waschosenby30percentoftherespondents,followedby“Don’tKnowWhattoMeasure”(25percent)and“SocialMediaMeasurementIsn’tPrimarilyAboutROI”(20percent).
Publicrelationsmeasurementrankssimilarlytosocialmediaintermsofpriority,with51percentcallingit,“Important”andanother36percentconsideringit“SomewhatImportant.”
ForbothsocialmediameasurementandPRmeasurement,manymarketersreportusingtheirWebanalyticspackagestoquantifyresults.OthermethodsofmeasuringPRresponseincludetrackingstoriesandblogmentionsovertime.Circulationnumbersisthefourthmostcommonanswer,pollresultsshow.
2 Shar VanBoskirk, “US Interactive Marketing Forecast, 2009 to 2014,” Forrester Research, July 6, 2009. 3 MarketingProfs poll data includes responses from 338 participants. MarketingProfs promoted the poll during a two-week period in June 2009 through a variety of marketing channels, including Twitter, blogs and email newsletters targeting marketing professionals.
EXCLUSIVE MARKETINGPROFS POLL: SOCIAL MEDIA ROI, AN ELUSIVE TARGET
Only 20 percent of participants in a new MarketingProfs poll believe they are adequately measuring the impact of social media campaigns in terms of tangible results.
4SOCIAL MEDIA ROI SUCCESS STORIES©2009 MARKETINGPROFS LLC • ALL RIGHTS RESERVED.
EXCLUSIVE MARKETINGPROFS POLL: SOCIAL MEDIA ROI, AN ELUSIVE TARGET
DedicatedresourcesisalsocitedasthebiggesthurdletoPRmeasurement,(re-portedby38percent),followedby“Don’tKnowWhattoMeasure”(27percent)and“LackofMeasurementTools”(17percent).
Fifty-eightpercentofrespondentsbelievesocialmediamonitoringis“Important”totheircompanies;31percentthinkitis“SomewhatImportant.”Agoodsignforvendors,78percentofrespondentssaytheyplantoincreasesocialmediamonitoringoverthenextsixmonths;18percentexpectthelevelofmonitoringtoremainthesame.Notonepersonthinkshisorhercompanyplanstodecreasetheuseofmonitoring.
Intermsofhowcompaniesareusingsocialmediamonitoring,brand-reputationmanagementandprospectingcomeoutontop.Thenextmostcommonuseisidentifyingbrandadvocates.
ThedatafromthisinformalpollclearlyshowsalthoughcompaniesunderstandtheimportanceofsocialmediaandPRmeasurement,theyarenotthereyetintermsofexecution.However,businessesarestronglycommittedtoincreasingtheiruseofsocialmediamonitoringtobettermanagetheirbrandreputationsandtoengagewithcustomersandpotentialprospects.
8SOCIAL MEDIA ROI SUCCESS STORIES©2009 MARKETINGPROFS LLC • ALL RIGHTS RESERVED.
11 CASE STUDIES: SOCIAL MEDIA MEASUREMENT & MONITORING
9SOCIAL MEDIA ROI SUCCESS STORIES©2009 MARKETINGPROFS LLC • ALL RIGHTS RESERVED.
SOCIAL MEDIA MEASUREMENT Understandtheresultsofyoursocialmediainvestment.
Intuit
ThemakerofTurboTaxembarkedonamassivesocialmediacampaigntobuilditsbrandamonganewgenerationoftaxpayers.Surveyswereabigpartofthemeasurementmix.
Company:BasedinMountainView,Calif.,IntuitInc.(NASDAQ:INTU)isaprovideroffinancialmanagementsolutionsforsmallandmid-sizedbusinesses,financialinstitutions,consumersandaccountingprofessionals.Thecompany’sflagshipproducts(QuickBooks,QuickenandTurboTaxsoftware)enablesmall-businessmanagementandpayrollprocessing,personalfinance,andtaxprepara-tionandfiling.
Challenge:TohelpbuilditsbrandamongayoungergenerationoftaxpayersandpromoteafreeonlineTurboTaxservice,Intuitcreatedalargesocialmediacampaigninearly2009asabuilduptoApril15.The“FreeloaderNation”campaignwaslaunchedinJanuaryandincluded:
• A partnership with MySpacetoco-sponsoritsSecretShowsinitiative,wherebigacts(e.g.,LillyAllenandFallOutBoy)rockedsmall,intimateclubsforinvitation-onlyaudiences;
• HiringTayZonday(famousonlineforhis“ChocolateRain”YouTubevideo)towriteasongaboutthecampaignandtravelwiththeFreeloadercampaignfortheSecretShows;and,
• CreatingtheSuperStatuscontestinwhichparticipantsrespondedtoaseriesofquestionsbyupdatingtheirstatusonFacebook,TwitterorMySpace.com.Forexample,onequestionduringthepresidentialinaugurationwas,“Ifyouwerepresident,whatwouldyoumaketaxdeductible?”Oneresponse:“Iamarockgoddess,andIdeclareliposuc-tionshouldbetaxdeductible.”Contestantswerejudgedbythecreativityoftheirresponses,relevancetotheoriginalquestion,andabilitytogetthewordoutonthesocialnetworks.Thewinnersreceivedmorethan$100,000incashandprizes,with$25,000asthegrandprize.
Thehugechallengeofthisfar-reachingcampaignfortheTurboTaxonlinemar-ketinggroup,ledbySethGreenberg,directorofonlinemarketing,wastracking.
Solution:TurboTaxprimarilyusedWebanalyticsandsurveyresearchtomeasuretheeffectivenessofthecampaign,plusRadian6,asocialmediamonitoringsolution,tohelppickupTwitterresponsesandentries.ThegoalforGreenbergwastounderstandtheimpactacontestant’sparticipationhadonhis/hersocialnetwork.Whodidtheparticipantaffect?Wouldthecontestant’sfriendsget
10SOCIAL MEDIA ROI SUCCESS STORIES©2009 MARKETINGPROFS LLC • ALL RIGHTS RESERVED.
SOCIAL MEDIA MEASUREMENT
involvedaswell?Greenbergansweredthesequestionsbyusingsurveys,whichcontestantswereencouragedtosendtofriendsandfollowers.Togainacontrolgroup,thecompanyalsosentoutmorethan100,000surveystocustomersnotplayingthegame.Greenberg’sgroupusedWebanalyticstomeasureactivityonwebsitesandvideos.ItalsotrackedthenumberofdownloadsoftheSuperStatuswidget,whichparticipantsusedtogetupdatedcontestquestions.
Results:Overall,morethan10,000peopleparticipatedinthecampaign,includ-ingmorethan6,000SuperStatusparticipants.Throughitssurveys,TurboTaxdiscovereda10-percentliftinpurchaseintent(overthecontrolgroup)amongthosewhodirectlyparticipatedintheSuperStatuscampaign.Forfriendsandfollowersofthecontestants,however,thenumberwasonly2percentabovethecontrolgroup,Greenbergsays.
Thecampaigngenerated165millionaudienceimpressions,whichdroveanesti-mated100,000peopletoSuperStatusContest.com.AsforZonday’s“FreeloaderNation”video,itgeneratedsome800,000viewsonYouTubeanddifferentvideoplatforms.AndonlineunitsalesforTurboTaxproductsincreasedby36percentduringthequarter,comparedtothesameperiodlastyear.
Intheend,Greenbergwascarefultonotethatwhilebottom-lineresultsareex-tremelyimportant,thecompanygivesitselfsomeleewaybecauseit—likemanybusinesses—isstillexperimentingwiththerightmixofsocialmediaelements.
Business Lessons Learned• Understandwhatyourmetricsarebeforeyouembarkonalarge-scale
campaign.TurboTaxwaskeenlyinterestedinhowthecampaignwouldimpactfriendsandfollowersofcontestants.
• Usesurveysandcontrolgroupstounderstandhard-to-reachmetrics,suchasintenttobuy.
• ROIisimportant,butit’sstillearlydayswithsocialmedia;don’tbeafraidtoexperiment.
“IwouldsaytheNo.1thing[todowhenlaunchingasocialcampaign]istogetthemeasurementrightbeforeyoulaunch.Askyourselfwhatyouwanttolearnandhow[youwillmeasureit].Don’tdothisasyougobecausethistypeofcampaignistoody-namic.”—Seth Greenberg, Director of Online Marketing, TurboTax
Through its surveys, TurboTax discovered a 10-percent lift in purchase intent (over the control group) among those who directly participated in the SuperStatus campaign.
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34SOCIAL MEDIA ROI SUCCESS STORIES©2009 MARKETINGPROFS LLC • ALL RIGHTS RESERVED.
ABOUT THE AUTHORErik BrattisaregularcontributortoMarketingProfs.HeisaformernewspaperjournalistturnedPRandmarketingprofessionalwithmorethanadecadeofexperienceintheonline marketingindustry.HepreviouslyworkedinmarketingforMicrosoft,andbeforethatinPRandcommunicationsatWebSideStory(nowOmniture),theleaderinonlinebusinessoptimizationsoftware.Fornearly10years,hewasareporteratThe San Diego Union-Tribune.Brattisnowpresident of Engage Social Media,whichprovidesresults-orientedPRandsocialmediaconsultingservicesforbothconsumerandB2Bcompanies.Follow him on Twitter.
ABOUT MARKETINGPROFSMarketingProfsisarichandtrustedresourcethatoffersactionableknow-howonmarketingapplicationsofFacebook,Twitter,andothersocial-mediatoolsalongwithcoverageof traditionalmarketingtopicslikeleadgenerationandemailmarketing.TheMarketingProfsteamiscommittedtohelpingyoumarketproductsandservicessmarter.Entrepreneurs,small-businessownersandmarketersintheworld’slargestcorporationsmakeupour320,000 members.Ourlibraryofonlineseminars,ourconferences,thediscussionforum,specialreportsandmorethan3,000articlesdeliverthetools,templates,andtacticsyouneedtoquicklyturneventhetoughestmarketingchallengeintoyourownmarketingsuccessstory.
