1. Social Media 1 MEASURING THE IMPACT OF SOCIAL @JustinRamers, Director of Digital and Social Media

2. Social Media 2 Deep expertise in activity and participant management. We are the technology that powers activities.

3. Social Media 3 Event Marketing Brand Awareness Participant Experience Social Intelligence Customer Service Community Building Social media is more than just marketing…

4. Social Media 4 1 1 2 2 3 3 Build Awareness (Discovery) Generating high-quality leads from social media Leverage Word of Mouth (Purchase) Social sharing during and post-registration Increase Engagement (Participation) Extending engagement before, during and after event SOCIAL OPPORTUNITIES (PHASE)

5. Social Media 5 1. Build Awareness

6. Social Media 6 Inbound marketing costs 61% less per lead

7. Social Media 7 A “Fan” alone is not a metric… Value/Fan justifies acquisition efforts.

8. Social Media 8 VALUE PER FAN/FOLLOWER

9. Social Media 9 Short, headline based messaging

10. Social Media 10 Source: Dan Zarrella “Scientific proof Facebook is the Jersey Shore.”

11. Social Media 11 Source: Dan Zarrella

12. Social Media 12

13. Social Media 13 ―Identify internal delegates ―Create a crisis communication plan ―Create a content calendar ―Require the use of scheduling tools ―Shorten & track all links ―Collect & report on key data points monthly DAILY OPERATIONS

14. Social Media 14 2. Leverage Word of Mouth

15. Social Media 15 Traditional Funnel Viral Loop Share CREATING A VIRAL LOOP Credit: Adobe

16. Social Media 16 17.3% Share 2.99 Clicks 12.4% Register

17. Social Media 17 11.1% conversion rate Your customers have joined your marketing team

18. Social Media 18 A A B B A 1% increase in share rate = 18,540 additional sharing actions

19. Social Media 19 3. Increase Engagement

20. Social Media 20 Unless you’re getting married, “engagement” is not a metric.

21. Social Media 21 Social metrics: Registrations Visits Content downloads Posts Video views Time on site EXTENDING ENGAGEMENT Extend the event lifecycle by creating engagement before, during and after an event.

22. Social Media 22 Hashtags should be: Short Memorable Reiterated frequently HASHTAGS Bridge the gap between offline and online by using hashtags to capture engagement

23. Social Media 23 1 1 2 2 3 3 Metrics will normalize Shift from “What do I track?” to “What does that mean?” Analyze, understand and adjust Tie data points back to business decisions Manage to the data What is the right mix to win the championship? UNDERSTANDING SOCIAL DATA

24. Social Media 24 $0.72 Value per Fan $0.45 Value per share $0.61 Cost per acquisition 17.3% Facebook share rate Visits from social: 910,000+/month Incremental registrations from social: 17K+/month Real data driving real business decisions.

25. Social Media 25 1.Impressions How many people are seeing the posts I’m making 2.Clicks How many visits I’m getting from each of my posts 3.Conversions How many people are ordering or signing up for stuff (Impressions) x CTR = (Clicks) x Conv-% = (Conversions) THE 3 ESSENTIAL DATA POINTS

26. Social Media 26 Social Media Event Marketing Brand Awareness Participant Experience Social Intelligence Customer Service Community Building Social media is more than just marketing… …and there are metrics for every piece. Members Visits Posts Leads Registrations Shares Mentions Influencers Feedback items Return customers Roadmap items Data points Tickets resolved NPS

27. Social Media 27 “(Tomorrow’s marketers) will need to predict the future by leveraging insights, interpreting trends and mining data to consistently develop products and services consumers never really knew they needed or wanted.” - Andrew Hayes, CEO/CMO Recruiter Credit: AMC

28. Social Media 28 Thank you! @JustinRamers