How to measure social media campaigns. Presented by Charlie Osmond, Co-founder of FreshNetworks during iStrategy London 2010.

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1info@freshnetworks.com | +44 (0)20 7692 4376 | @freshnetworks
Time for the numbers
iStrategy 2010
Charlie Osmond, 5th Oct 2010
@cosmond
#istrategy2010

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• A social media agency focussed on building and managing
online communities.
• Strategy, software and community management services to
help companies achieve strategic goals through social.
FreshNetworks

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Coming up…
Metrics simplified
Social ROI sucks
The backlash
ROI examples
5 passing thoughts

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Metrics simplified
Social ROI sucks
The backlash
ROI examples
5 passing thoughts

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Metrics
Photo: laffy4k
A simple process for measurement

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Metrics
Web analytics
Outreach
metrics
Community health
metrics

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Metrics simplified
Social ROI sucks
The backlash
ROI examples

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The problem with Social Media

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Metrics simplified
Social ROI sucks
The backlash
ROI examples

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McDonalds footfall up 33% in one day

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Social media monitoring

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34.6%
Source: Pingdom
of mentions were
positive

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Metrics simplified
Social ROI sucks
The backlash
ROI examples

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Branded communities

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Off the cuff community

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Lots of brand-building engaging content

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Twice
People who enter the
community are
as likely to convert on their
first site visit and average
order value is higher

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Branded communities – Choo and TMLewin“The coolest social
media campaign”

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Hub and Spoke
your
site

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Compared to Facebook,
the community was
more effective in
driving sales
x4

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Not limited to BIG companies

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sign in every day
95% sign in weekly
60%

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Social media ROI sucks
The backlash
ROI examples
Metrics and ROI
5 passing thoughts

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Social shopping

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Apple buys Polar Rose
Social in the air

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>3Bn /day
Social search
Like

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Offline meets online
Offline meets online

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“There is a lot more
information per unit
of NOW than there
was before”
Nova Spivack
Real time

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Social gaming -PoweRBrands
Serious social games

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© Copyright FreshNetworks 2010