My slide presentation on how to measure a social media campaign including a case study and how these measures were applied.

1. Social Media Metrics:
Drive with Care
including
A Case Study
Alan K’necht
@aknecht

2. Marketing
What is Social Media?
////////
@aknecht

3. Social Marketing
Draws People Together
@aknecht

4. Social Marketing
Draws People Together
@aknecht

5. How Big is Your Social Fire?
And How Do You Measure It?
@aknecht

6. Measure the Right Stuff
• Bigger fires don’t always mean:
– More site traffic
– More in-store sales
– More online sales
– More profit
@aknecht

7. Measuring Your Fire/Success
• Fire requires 3 things to be successful
– Fuel
– Oxygen
– Heat
• How do you measure these?
@aknecht

8. Fuel
• Followers
• Fans
• Contacts
• Head Count
@aknecht

9. Measuring Fuel
• Ignore pure head count
• Partially ignore raw scores (Klout, etc)
• Focus on:
– Topical score (PeerIndex great for this)
– Top influencers within a topic
– Top vote (+K) getter within a topic
– Active participation within the topic
@aknecht

10. The Oxygen
• Your Content
• Does it motivate people
• Does the message help generate the
necessary heat/ignition
@aknecht

11. Measuring Oxygen
• Frequency of generation/publishing
• Compare to others in same space
• Examine quality as measure by heat
• Too much Oxygen isn’t good
• Too little oxygen is fatal
@aknecht

12. The Heat
• Is the content being passed on/acted on
• Measure
– Likes/Shares
– Comments
– Retweets
– G+
– etc
@aknecht

13. Measuring the Heat
• Examine ratio of reaction per post
• Identify which type of fuel generates
most heat
• Find the people who help fan the
flames
@aknecht

14. Need Balance
• If you don’t have the right mix of fuel,
oxygen and heat
• You get
@aknecht

15. A Case Study
The Nowy Dwor Maz. Jewish Memorial
@aknecht

16. Case Study
• Non-Profit
– Build a Memorial & Restore a
Jewish Cemetery in Nowy Dwor, Poland
• Limited target audience
Primary: Former Jewish residents & their
descendants
Secondary: People interested in subject
matter
@aknecht

17. Why!
@aknecht

18. Project Details
• Objective: Raise $40,000 US
• Success Metrics
– Project awareness
– Raise Money for Memorial & Restoration
@aknecht

19. Primary Target Audience Size
• Jewish Population before Holocaust
– 3,000
• Estimated number of Survivors
– Less than 200
– Approx 100 families left before 1939
• Est. Primary Target Audience
– 2,500 – 4,000 (living all over the world)
@aknecht

20. Strategy
• Created SEO Optimized Website
– Attract people searching for information
– Collection point for donations
• Create Facebook Page
– Use Facebook to engage audience &
potential donors
@aknecht

21. Strategy
• Use old school social media to initiate
awareness & generate contact:
– ListServer (Jewish Records Poland)
– Genealogical Database (Jewishgen.org)
• 80 people registered as researching this town
@aknecht

22. Indentify Influencers/Bloggers
• Use Klout & PeerIndex to find key
influencers on the following topics:
– Genealogy
– Jewish History
– Holocaust
@aknecht

23. @aknecht

24. @aknecht

25. Success Metric
• Funds Raised!
• Get influencers to:
– Write blog posts
– Write newspaper articles
– Facebook page Likes
• Measure comments & shares
– Is it helping grow the awareness
@aknecht

26. Results
• Approached approx. 20 influencers
– Got 3 blog posts
– 1 printed article (traditional media)
• Reached 100 FB Fans within 2 months
• Currently at 188
• 1 website running a free ad for project
@aknecht

27. @aknecht

28. Project Successes
• Town of Nowy Dwor recovered approx.
80 Tombstones
• Stored them for over 1 year
(no charge)
@aknecht

29. Surprising Results
• Featured on Polish TV News
• Received many Facebook fans from
Polish (non-Jewish) community
• Received donations from this
community as well
• Reason: wanting to preserve their past
@aknecht

30. Success or Failure
• At 1 year point only raised 50% of goal
• Failed to resonate with target
audience
• Cemetery restored & monument
erected (project now in debt)
• Still need to recover more headstones
@aknecht

31. Success or Failure?
• Connected at least 2 tombstones with
living family members
• Helped connect & unite a dispersed
community
@aknecht

32. Before
@aknecht

33. After
@aknecht

34. After
@aknecht

35. Post Mortem
• Failed to reach majority of the target
audience
– Not online or not using social media
• Failed to get enough main stream
media attention in US & Canada
• Cause did not resonate with people not
directly impacted
@aknecht

36. Future Plans
• Continue Efforts
• Expand targeting of influencers
• Find a way to motivate donations
• Continue to drive traffic to:
– http://www.nowydworjewishmemorial.com/
– https://www.facebook.com/NowyDwor
@aknecht

37. Thank You
Alan K’necht
alan@DigitalAlwaysMedia.com
@aknecht
Type my name into Google
@aknecht