the white house is worth what? how to measure social media roi - witney currey
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Section TitleThe White House is Worth What?
How to Measure Social Media ROI
Whitney Curry, Director of Social Media
@WhitneyT
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New Kid on the Block
• Role at Zillow: Director, Social Media
• Hometown: Seattle, WA
• Favorite social media network:
• Hours/week spent on social media:
48 hours
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Zillow’s social media footprint
2 million total
followers/fans
205 million monthly
users exposed to Zillow’s
content on social media
60 thousand
conversations with
consumers
Google+
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Social Media Cornerstones
I. There’s no such thing as over communicating
I. Case study: #ZEarnings
II. Data is your (best) friend
I. Case study: #AskObamaHousing
III. The consumer is the north star
I. Case study: @Zillow
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There’s No Such Thing As Over Communicating
TIP:When innovating with social, get
cross functional buy-in on your
business objectives and
marketing plan
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Case Study:#ZEarnings
Social ROI
– Increased Investor Participation: Social integration allowed
for x2 the number of active call participants compared to past
quarters
– Social Audience Growth: 7x # of daily followers the week of
#ZEarnings
– Thought Leadership: Positioned Zillow as a thought leader in
social media, Investor Relations, Legal
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Case Study:#ZEarnings
CNBC, Wall Street Journal, USA Today, Xconomy, Forbes, The
Street, and more
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Homework
• What dusty best-practice in my day-to-day role is ready for
innovation?
• What does “winning” media coverage look like in my world?
TIP:Don’t innovate on an island.
Find a marketer you can trust to
brainstorm with.
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Data is Your (Best) Friend
Leverage social data to
drive real-time audience
insights that shape the
narrative of your brand
TIP:Build your social infrastructure in
advance of the storm to prepare
yourself for real-time
opportunities
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Case Study: #AskObamaHousing
• Social
listening
dashboards
• Social trends
analysis
• Custom app
development
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Case Study: #AskObamaHousing
Social ROI
Brand authority &
category leadership
Government relations
Earned media
Site traffic
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Homework
• What qualitative, and quantitative, insights can I mine from my
social community?
• How can I invite my community into building decision making on
social?
TIP:Social is a free, and fast, focus
group. Want to know something?
Just ask?
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Homework
• What “user personas” are apart of your community? Develop a
social plan that serves all demographics.
• How are you using paid media to amplify owned social content?
Are there opportunities to streamline process or reporting?
TIP:Develop a content calendar, and
stick to it. Consistency is key.
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Key Takeaways
I. Ask questions; set expectations
I. What data and insights are most important to your
organization?
II. Iterate constantly on content
I. Stick close to the data. Use social intelligence to drive
business decisions.
III. Plan ahead for your big moment
I. Select strategic partners in advance of the storm.
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#AptLife Sweepstakes
Win $1,000 towards a community-building event!
1. Capture what makes your property stand out as a community with
a picture, video, memory, or idea.
2. Share those moments using the #AptLife hashtag on Instagram,
Twitter, or Facebook.
3. Follow @ZRentalNetwork on Facebook, Twitter, and/or Instagram