Presented jointly by:Brian Watkins; Public Relations Manager, Social Media, OmnitureBrian manages social media strategy or the Omniture Public Relations (PR) team.Sergio Balegno; Senior Analyst, MarketingSherpaSergio’s research covers the topics o social media marketing and PR, email marketingand business technology marketing or MarketingSherpa’s Benchmark Guides andspecial reports. He is a requent speaker on these topics at MarketingSherpa summits,industry conerences and online events. His 30 years o marketing experience includesroles as client-side executive, agency principal and consultant.Ted McDonald; Manager o Web Analytics, National GeographicTed leverages his 11 years o Web analytics experience, as well as 8 years o searchengine marketing (SEM) and search engine optimization (SEO) experience, to provide timely insight into National Geographic’s audience, allowing them to continuallyimprove their user experience, return on ad spend (ROAS) and conversion rates. Tedhas been using Omniture or ve years and is an Omniture Certied Proessional inImplementation. He previously worked with the Red Cross, ACLU, CARE, WWF, Pew,SallieMae and Christian Children’s Fund.
Measuring the Impact o Social Media
WORKBOOK
Measuring the Impact o Social Media
INTRO
Does getting started in social media seem intimidating? Are you wondering where to nd a qualied resource? Do you eelsocial networks and media sites are dicult, i not impossible, to track?Whatever your motivation, Omniture looks orward to guiding you through the social media realm, with the best practices youneed to monitor your brand online and measure the ever-evolving impact o social media.In this workbook, we present a review o recent, insightul MarketingSherpa social media research; the ways NationalGeographic measures and interacts with social media visitors; how to gauge and optimize on Twitter and Facebook; and how to measure social media (at both the category and subcategory level) to understand the true monetary value o social mediausing Omniture SiteCatalyst
®
, one o several robust solutions in the Omniture Online Marketing Suite. At points in the guide,you will be asked questions to help you prioritize and infuence your social marketing strategy.
SOCIAL MEDIA’S ROLE: FROM BUILDING YOUR BRAND TO GENERATING DEMAND
Looking to MarketingSherpa’s 2009 Social Media Marketing & PR Benchmark Guide, there are several points to consider:
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What’s driving social media marketing, and what are the barriers to adoption?
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Which social media tactics are marketers inding most eective?
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Best practices or managing your brand in the social space.
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Case study on a social media strategy or boosting lead generation.Let’s explore the research and analyze the trends.
Measuring the Impact o Social Media
Social Media is a Level Playing Field or Companies o All Sizes
Here is the data refecting responses to the question, “Are you using some orm o social media or marketing?” As you can see, social media is leveraged across the board:
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8 out o 10 companies o all sizes are using social media
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Size o competitor is not a barrier
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Reminiscent o the early days o the World Wide WebThis level o involvement is due, or the most part, to the relatively inexpensive nature o social media.
Social Media: What’s It Good or?
Determining the role o social media and where it is leveraged is also key.In this case, brand reputation and awareness top the chart. Overall, the results show:
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Social media is a very eective branding strategy
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SEO uses social media to improve rankings and drive traic
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Lead generation eectiveness may be lower on the list, but best practices are emerging rapidly
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Measuring the Impact of Social Media
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