FIREBRANDGROUP @JEREMARKETER
People Knocking Social Media & ROI
• “I just don’t see any sales from it.” • “I’d rather be spending my budget on
things I can quantify.” • “Social media gives no return on
investment. It’s like flushing money down the toilet.”
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FIREBRANDGROUP @JEREMARKETER
But, it can have a strong ROI• InContact increased revenue per sale by
122% • IBM saw a 400% increase in sales • AT&T was awarded $47 million in new
business • Hesselson's saw 1,100% ROI increase
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FIREBRANDGROUP @JEREMARKETER
“So, why doesn’t it work for me?”
• Poor planning • No KPIs • The wrong KPIs • “Hey, me too!” campaigns • Not doing the math
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FIREBRANDGROUP @JEREMARKETER
You can estimate the ROI on anything if you’re willing to put
in the time.
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FIREBRANDGROUP @JEREMARKETER
What We’ll Cover• The Firebrand Group Process • Metrics • Tying Engagement to Success • Content & Platforms
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FIREBRANDGROUP @JEREMARKETER
Identify Mission
Clarify Objectiv
es
Determine
Demographics
Actualize Personas
Engage in Broad
Competitive
Analysis
Create an
Everlasting Brand
The process: MOD ACE
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FIREBRANDGROUP @JEREMARKETER
Identify MissionWhat & Why
Concrete and ”Action-oriented"
• Concise • Outcome-oriented • Inclusive
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FIREBRANDGROUP @JEREMARKETER
Clarify ObjectivesMission Statements are great but can at times be somewhat lofty. We take a mission and break it down into its core components.
What will help us support our mission?
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FIREBRANDGROUP @JEREMARKETER
Determine Demographic Profiles
Geographic Region
Size of metropolitan area
Population density
Climate
Demographic Age Gender Family size Generation Occupation Education Ethnicity Nationality Religion Social class
Psychographic Activities Interests Opinions Attitudes Values
Behavioristic Benefits sought Usage rate Brand loyalty Readiness to buy Occasions: types of holidays and events that stimulate purchases
How do we define the customer? With so many potential attributes to ascribe to our audience, we delve into geographic, demographic, psychographic, and behavioristic attributes in order to develop a sense we are looking to acquire – and keep.
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FIREBRANDGROUP @JEREMARKETER
Engage in Broad Competitive AnalysisAt Firebrand, we don’t just focus on the most obvious competition – companies you’re directly competing against from a sales perspective. We’re also interested in those competing with you for attention.
What inspires your customers? Where do they spend their time, online and off? These are the types of brands we consider more broadly when developing a competitive set to benchmark against.
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FIREBRANDGROUP @JEREMARKETER
Create an Everlasting Brand • Craft a brand with a story and purpose that resonate with
your audience• Offer something more than just product and value• Make customers part of a unique story
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FIREBRANDGROUP @JEREMARKETER
KPIs• Measurable values that demonstrate how
effectively a company is achieving key business objectives
• Only as valuable as the action they inspire • Don’t blindly adopt them • KPIs are a form of communication
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CLARIFY THIS.
FIREBRANDGROUP @JEREMARKETER
KPIs vs. Metrics• A metric is something that is quantifiable • A metric can be important – but isn’t
necessarily important • If you’re focusing on 17 metrics, you’re
focusing on zero metrics
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FIREBRANDGROUP @JEREMARKETER
There is no right metric that every organization should measure…
…and there’s no metric that is
universally wrong to take a hard look at.
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FIREBRANDGROUP @JEREMARKETER 23
• Awareness • Affinity • Influence • Purchase Intent • Working towards scorecard
vs. internal, category, industry benchmarks
KPIS REVIEW PROCESS
• Social: Review monthly where agency comes in and presents
• Media: mid-month checks & optimization calls; full wrap up with deep dives on performance post every campaign
• Search: depending on the brand, have monthly calls
FIREBRANDGROUP @JEREMARKETER 24
• Conversion • Conversion: Margin • Conversion: Traffic
• Robust spreadsheet that considers the TY and LY periods for traffic, conversion, sales, margin, AOV, UPT, etc., reviewed daily
• Not just looking at current or trailing performance, but upcoming periods to be compared vs. LY
• Evaluating correlative models between various KPIs
KPIS REVIEW PROCESS
FIREBRANDGROUP @JEREMARKETER 25
• Traffic • Visits • Pageviews
• Use Chartbeat and Google Analytics in real time and use headline A/B testing for all on-site stories & social content
• Daily: Basic review • Weekly: Social review meeting to
examine top and lowest performers for stories on each channel & discuss optimizing packaging (imagery and copy) with marketing & data scientists
KPIS REVIEW PROCESS
FIREBRANDGROUP @JEREMARKETER 26
• Clicks – Long – Short
• Time Spent
• Daily • Use a custom built dashboard to track
these KPIs by user type & country globally across audience of 1B+ people.
KPIS REVIEW PROCESS
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• Total Visitors • US Visitors • # of Orders • Conversion Rate • AOV
• Daily • No formal process, but have daily
tracker with transacted sales, visitor, order, etc information into and the conversion rate & AOV updates automatically
• Dig into analytics accordingly depending on where they see dips or spikes vs plan
KPIS REVIEW PROCESS
FIREBRANDGROUP @JEREMARKETER
#LoveDrop Walkthrough Campaign
• Find singles on Valentine’s Day via SM • “Surprise and delight” with swag • Introduce target demographics to NYC
Social brand
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FIREBRANDGROUP @JEREMARKETER
KPIs1. Posts from NYC region 2. Spring Registrations 3. Reach 4. Posts 5. Impressions
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FIREBRANDGROUP @JEREMARKETER
Results of #LoveDrop Campaign• 3M Impressions • 536K Reach • 2K Posts • 90%+ of posts from NYC region • 150%+ Registration Goals • Sports Marketing Award • 15 Articles
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FIREBRANDGROUP @JEREMARKETER
What Works on Facebook• Advertising • Post at unexpected times • Advertising • Paying attention to algorithm changes • Unexpected content
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FIREBRANDGROUP @JEREMARKETER
What Works on Twitter• Posting at the right time • Being succinct • Responsiveness & going the extra mile • Integrating Vine & video • Twitter cards
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FIREBRANDGROUP @JEREMARKETER
What Works on Instagram• Great, platform-specific visuals • Great captions • PRing your account • Influencers
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FIREBRANDGROUP @JEREMARKETER
Key Takeaways• Develop a process to plan out your strategy • Select KPIs right for your organization • Analysis is the fundamental third pillar of SM
success • Learn what works on a platform by platform
basis • Focus
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FIREBRANDGROUP @JEREMARKETER
Make it memorableThe search engine has changed everything. Instead of worrying about your spot in the phone book, you need a name that’s relevant and truly compelling. The keys to any name—simple or complex, abstract or descriptive—are grabbing attention and staying memorable.
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FIREBRANDGROUP @JEREMARKETER
Make it memorable
arbitrary descriptive suggestive
KODAK BANK OF AMERICA VISA
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FIREBRANDGROUP
Brand // Michael’sSpecialty retailer of arts, crafts, framing, floral, and seasonal merchandise for
the hobbyist and DIY home decorator
FIREBRANDGROUP @JEREMARKETER
overview• $4.4B annual revenue (December 2013)
• #91 America's Largest Private Companies (2013)
• As of May 2013, Michaels held more than 1,105 stores
in the United States and Canada
• #955 most popular website in US
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FIREBRANDGROUP @JEREMARKETER
#8videos8daysWeird All’s 14th studio album, Mandatory Fun, released in July 2014. To promote it, Weird Al launched his #8videos8days project, releasing one music video per day for eight days straight, each on a different content partner’s website.
Eight. Days. Straight. 3700+ articles were written about him in one week, which generated over 3 million social media shares.
Mandatory Fun debuted at #1 the Billboard Top 200, a first in Weird Al’s career.
Shares! Those weren’t merely visitors, but visitors who chose to actively share the articles and generate traffic to his videos that were exclusively housed on his partner websites. Through partnerships with The Nerdist, Yahoo! Screen, College Humor, PopCrush, The Wall Street Journal, Vevo and Funny Or Die, Al was able to get his videos made (for free) in exchange for providing each publisher with exclusive content. The end result was mutually beneficial for both parties — the publishers gained traffic and ad revenue, and Weird Al received exposure and album sales.
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FIREBRANDGROUP @JEREMARKETER
#8videos8daysA couple of his videos also featured guest appearances from the likes of Jack Black, Margaret Cho, Patton Oswalt and others. These high-profile celebrities shared Weird Al’s content with their own audiences, thereby providing additional exposure.
Pre-Campaign Buzz. On June 16, 2014, Weird Al released this teaser, “Transmission,” on his YouTube channel. During the month leading up to the album’s release on July 15, he would release 4 of these transmission videos.
Monday, July 14. Al kick-started his #8videos8days campaign with “Tacky,” a parody of Pharrell’s “Happy,” which premiered exclusively on The Nerdist. The article quickly garnered nearly half a million social media shares.
Tuesday, July 15. Mandatory Fun became available for purchase, and Al released the video for “Word Crimes,” a parody of Robin Thicke’s “Blurred Lines” which ridicules the poor grammar and spelling pervasive in our society today. He also participated in a Reddit AMA (“Ask Me Anything”).
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FIREBRANDGROUP @JEREMARKETER
#8videos8daysWednesday, July 16. This day marked the debut of “Foil,” a play on “Royals,” released exclusively on College Humor, this video co-starred the hilarious comedian, Patton Oswalt.
Thursday, July 17. On Thursday, Weird Al gave us “Handy,” a la Iggy Azalea’s “Fancy,” in conjunction with Yahoo! Screen.
Friday, July 18. On Friday, he delivered “Sports Song,” an original song launched on Funny Or Die. It’s not available for embedding on external sites at the moment, but you can watch it here.
Saturday, July 19. Al dropped “First World Problems” on Saturday, a hilarious song about the whiny nature of people who don’t appreciate quite how fortunate they are. Al partnered with Pop Crush for this video.
Sunday, July 20. This day gave us “Lame Claim to Fame,” an original composition in the style of roots rock band Southern Culture on the Skids.
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