event social media measurement toolkit eventtech 2014

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USING SOCIAL MEDIA AS ‘THE’ EVENT

MEASUREMENT TOOLKIT Presented by: Melonie Gallegos

CEO & Chief Social Strategist, Fandom Marketing Tweet me @melonie

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WHY IS GOAL SETTING SO IMPORTANT? Without it, you are not making social media work for you.

SOCIAL MEDIA DOESN’T WORK.

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COMMON EVENT GOALS PRE-EVENT LIVE EVENT POST EVENT

Registration Event Awareness

Pre-registration

 Attendance Activation Engagement Brand Awareness

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TYPICAL SOCIAL MEDIA METRICS

•  Followers •  Likes •  Clicks

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MAPPED SOCIAL MEDIA METRICS

Registration link clicks Influencer WOM Social ad impressions Teaser content engagement

Pre-registration impressions Pre-registration link clicks Facebook event invite RSVP

Event wrap up content (photos, slides) engagement, impressions

Hashtag conversation UGC Social media engagement Brand mentions Brand content impressions

 PRE-­‐EVENT    LIVE  EVENT                    POST  EVENT        

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PLANNING YOUR METRICS

ü  Measurement plan = the roadmap ü  Weekly social media report = tactical ü  KPI Report = the stuff your executives care about

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CREATING A MEASUREMENT PLAN

Don’t forget to assign non-social media metrics to social media activities, too. (website analytics, onsite digital display, foot traffic, PR, traditional media tie-ins)

Event Goals

Social Media Goals

Social Media Tactics

Social Media Metrics

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CREATING A SOCIAL MEDIA REPORT

Weekly Reports are tactical, useful to those closest to doing the work who can make continuous improvements.

The data shows wide swings within short periods of time.

THIS FREAKS EXECUTIVES OUT!

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EXAMPLE SOCIAL MEDIA WEEKLY REPORT

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CREATING A KPI REPORT

A Key Performance Indicator Report is useful to executives. •  Topline metrics in a single view •  Ideally 3-5 goals/metrics •  Trends (YOY, MOM, DOD) •  Progress vs. projections •  Integrated •  It’s always custom

Sorry,  there’s  no  single  magic  repor>ng  tool.  

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SOCIAL MEASUREMENT TOOLKIT TOOL   MEASURES   METRICS  

Twitter, Facebook Link clicks, engagement, impressions, followers, demographics, mentions

Hashtag use Twitter, +Instagram, +Facebook

Hashtag occurrences, users, reach, impressions, influencers, behavior, demographics

Hashtag use Twitter Hashtag occurrences

Hashtag use Twitter Hashtag occurrences, reach, impressions, users

Link clicks everywhere Link clicks from your social media content

Instagram Followers, likes, comments

Twitter organic and paid True reach, audience behavior, advertising

Facebook organic and paid Engagement, audience behavior, advertising

Website analytics Visits from social media, what social media visitors did after clicking, social media events

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EXAMPLE HASHTAG REPORT NOVEMBER 4, 2014

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EXAMPLE HASHTAG REPORT 2 WEEKS PERIOD LEADING INTO AND AFTER THE CONFERENCE

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HASHTAG INSIGHTS

•  They’re mobile •  Build for iPhone •  There are more females than we thought •  Sharing as much as contributing RTs vs. Posting •  Conversation peaked on day 2 of the event

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EXAMPLE CLICK DATA

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JUDGING SUCCESS

How do you measure up? Comparing to competitors is never apples to apples. Factors: •  Industry •  Offer •  Number of event attendees •  Online audience size •  Audience demographics •  Audience natural social media behavior •  Social advertising

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RESOURCES

Download this presentation: slideshare.net/fandommarketing Social media stats & white papers: fandommarketing.com/learning-center

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