avid Peikin Director, Corporate Measuring Social How to Measure Your Impact Across Social Media Platforms #Measure16

Transcription

1 avid Peikin Director, Corporate Communications Measuring Social How to Measure Your Impact Across Social Media Platforms

2 AGENDA Bloomberg BNA: Who We Are Social Media Goals and Tactics Measuring Social Media Goals (KPIs) Innovative Social Media Programs > Overview > Implementation > Measurement

3 BLOOMBERG BNA: WHO WE ARE Wholly owned subsidiary of Bloomberg L.P. Bloomberg BNA is a leading source of legal, tax, regulatory and business information > Bloomberg Law: flagship legal and business intelligence solution News coverage and analysis including: tax & accounting, labor & employment, intellectual property, banking & securities, employee benefits, health care, privacy & data security, human resources, and environment, health & safety Known for in-depth, analytical coverage of everything D.C. (except defense and education)

4 SOCIAL MEDIA GOALS Grow Audience Generate Marketing Leads Increase Traffic to Editorial Content Create Brand Awareness & Reach Untapped Audiences Display Thought Leadership

5 ROBUST FOLLOWER GROWTH ON KEY CHANNELS Bloomberg Law 73.8K Followers (+36% YOY) Bloomberg BNA 11.4K Followers (+136% YOY) Bloomberg BNA 26.4K Followers (+74% YOY) Bloomberg Law 6.1K Followers (+111% YOY)

6 WHAT WE POST Blog Posts/News Articles Product-specific Promotion White Papers/Special Reports Sponsorship Promotion Live Tweeting from Events Videos

7 SAMPLE BLOOMBERG BNA POST

8 SAMPLE BLOOMBERG BNA POST

9 KEY PERFORMANCE INDICATORS Engagement > Followers/Subscribers users who have subscribed to a social media update and see posts show up in their feeds > Impressions total number of times a post from an account or a post mentioning an account will appear in a user s feed > Mentions (Twitter) when a user includes a handle in a tweet > Retweets (Twitter) when a user shares a post with their followers > Video Views (YouTube) when a user clicks to watch a video Social-Sourced Traffic visits to company website from social media channels Social Media Share of Voice number of Twitter mentions a company receives compared to its competitors A social media monitoring tool (Simply Measured) can be used to measure engagement/share of voice and Google Analytics can be used to measure social-sourced traffic

10 INNOVATIVE PROGRAMS >>>>>>>>>>>>>>>>>>>>

11 OVERVIEW: TWITTER TAKEOVER A Twitter takeover is when an individual tweets from a specific account for a specified amount of time, bringing that person s followers and/or admirers to that Twitter account Twitter users ask the individual questions for the entirety of the chat Vehicle to boost engagement and increase followers for a company s Twitter account among desired audience Opportunity for the individual taking over account to grow their personal brand and Twitter following Optimal participant has significant Twitter following or is associated with a large organization Unique hashtag is used to organize the conversation

12 B2C TWITTER TAKEOVERS Sports > Charlotte Hornets #MJTakeover (Michael Jordan) Cosmetics > Sephora s #MarkTheMoment (Mark Jacobs) Television > The Walking Dead s #AskTWD (Walking Dead Cast)

13 OUR TWITTER TAKEOVERS Monica Bay, Editor-in-Chief, Legaltech News > 49 participants > 211K impressions Peter Beshar, General Counsel, Marsh & McLennan > 55 participants > 1.3M impressions Chai Feldblum, Commissioner, EEOC > 90 participants > 3.3M impressions

14 OVERVIEW: TWITTER CHATS A Twitter chat is an online panel discussion where a group of thought leaders answer preset questions Questions are asked by a moderator (generally the host s main branded Twitter account) Opportunity for Twitter chat participants and host organization to display thought leadership and grow brand and Twitter followers Optimal chat focuses on timely subject matter (i.e., Apple-FBI battle) A unique hashtag is used to organize the conversation

15 LOGISTICS: TWITTER CHATS Chats are held in a Q & A format Moderator asks a questions starting with Q1 Panelists will answer questions with A# Participants should compose a new tweet to answer questions. They should not use the reply function It is encouraged to keep answers under 140 characters (including hashtag) > If this is not possible, panelists may use (1/2) to denote that their answer is more than one tweet long Hashtags must be included at the end of all tweets

16 LOGISTICS: TWITTER CHATS

17 OUR TWITTER CHATS Organized nine Twitter chats in the past 18 months Subjects included: > State tax implication of recent Supreme Court decisions > Analysis of Apple-FBI encryption battle > Roundup of recent Supreme Court term Metrics (Average): > Impressions 245,000 Twitter users > Participants 87 > Tweets using Hashtag 552

18 TWITTER CHAT/TAKEOVER TO-DO LIST Pick a topic and a unique hashtag (e.g., #SCOTUSSALT) Pick a date and time for the program (avoid Fridays, holidays) Contact potential participant(s) or reach out to others within organization who have relationship with potential participant(s) Promote the event, ideally utilizing microcontent Externally: Social media, marketing, banner ads Internally: Intranet, word-of-mouth Encourage participant(s) and their organization(s) to promote the event

19 TWITTER CHAT/TAKEOVER TO-DO LIST Generate a list of questions to be asked and send them to participants prior to the Chat (Twitter Chat only) Have a meeting with participant(s) to the program to review best practices to ensure everyone is adequately prepped On day of program it is ideal if everyone is in the same room. If participant(s) are unable to come to office, a conference bridge should be set up After the program, a blog post or Storify should be created

20 TWITTER TAKEOVER PROMO TWEET

21 KEY PERFORMANCE INDICATORS FOR TWITTER CHATS/TAKEOVERS Impressions Number of Twitter users/tweets that used the unique hashtag during event Followers gained within 48 hours of the Twitter event

22 TAKEAWAYS Associate your brand with thought leaders Don t be afraid of trying new social media programs Collaboration is crucial in hosting a Twitter Chat/Twitter Takeover Focus on the social media platforms where your brand/competitors are seeing the most traction

23 CONTACT David Peikin Director, Corporate Communications (703) David Peikin