Social Media Marketing Measurement Done Right
Lately, everyone associated with marketing or advertising is talking about creating “communities” and having “conversations” with their consumers through Social Media Marketing.
What is missing are good examples of how Social Media is being used effectively and, most importantly, how are they measuring that effectiveness to calculate ROI.
I’ve tracked down a couple of recent examples that I feel do a good job in both levering Social Media and tracking results from their efforts.
This case study of Sea World San Antonio (hat tip to Alex Nesbitt at Digital Podcast) shows how working with communities of roller coaster enthusiasts through YouTube videos and Flickr images the marketers at Sea World were able to create significant pre-launch buzz for a new water ride, Journey to Atlantis.
The best part of this example, as demonstrated in this video case study done by Shel Israel at FastCompany.tv, is how they were able to provide concrete measurement of results from the campaign through multiple sources, including use of custom surveys and online site statistics.
Through their research, they were able to clearly separate those visitors who came through their Social Media efforts, versus the rest of the people who visited the park on a daily basis.
Carnival Cruise Lines has had a track record of success in Social Media Marketing for some time now. Tameka Kee of Online Media daily shows how they built on that success through an online partnership with ScrapBlog.com (a community built around scrapbooking) that allows guests from their cruises to share snapshots and video clips with friends and family in a branded environment.
As Carlos Garcia, CEO and co-founder of Scrapblog says of the initiative:
“A Carnival cruiser comes back and has pics and video that are essentially already branded. When they share it with friends and family, they’re sharing the brand. Allowing them to create a scrapbook online increases the number of people that can interact with the brand exponentially.”
Additionally, like the Sea World Example, Carnival also was able to get a better understanding of their initiative through concrete performance metrics by tracking the number of scrapblogs created by their guests, visit stats to the created scrapblogs, and registered conversions at CarnivalConnections.com due to scrapblog visits.
Creating effective Social Media Marketing campaigns is good first step for brands. Measuring that effectiveness on the back end is the critical next step that all brands should be taking as well.