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How Social Data boosts Conversion

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Datentreiber
Datentreiber

Presentation at the Conversion Summit, Istanbul 2014: http://conversion.com.tr/conversion-summit-2014/

Marketing
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DATENTREIBER We drive your business forward. How Social Data boosts Conversion Martin Szugat, Conversion Summit 2014
Social media marketing sucks?
Source: http://www.basicthinking.de/blog/2013/10/16/radio-charivari-und-das-verkorkste-facebook-gewinnspiel-um-10-000- euro/
Stop burning money.
Start making money.
Social media is a traffic driver.
Social media is a revenue driver.
Data is the new oil?
Source: https://www.facebook.com/notes/facebook-data- science/the-formation-of-love/ 10152064609253859
Social data is a conversion driver.
Acquisition Facebook Ads
Acquisition Activation Facebook Ads Facebook App
Acquisition Activation Facebook Ads Facebook App Facebook Page
Acquisition Activation Facebook Ads Facebook App Facebook Share Facebook Page
Acquisition Activation Revenue Facebook Ads Facebook App Facebook Page Facebook Connect(ed Website) Facebook Share
Acquisition Activation Revenue Facebook Ads Facebook App Facebook Page Facebook Connect(ed Website) Facebook Share
Acquisition Activation Revenue Facebook Ads Facebook App Facebook Page Facebook Connect(ed Website) Facebook Share
Acquisition Activation Revenue Facebook Ads Facebook App Facebook Page Facebook Connect(ed Website) Facebook Share
Acquisition Activation Revenue Facebook Ads Facebook App Facebook Page Facebook Connect(ed Website) Facebook Share
Acquisition Activation Revenue Facebook Ads Facebook App Facebook Page Facebook Connect(ed Website) Facebook Share
Acquisition Activation Revenue Facebook Ads Facebook App Facebook Page Facebook Connect(ed Website) Facebook Share
Acquisition Activation Revenue Facebook Ads Facebook App Facebook Page Facebook Connect(ed Website) Facebook Share
Acquisition Activation Revenue Facebook Ads Facebook App Facebook Page Facebook Connect(ed Website) Facebook Share
Facebook Ads Facebook Pages Facebook Apps Facebook Connect Facebook Share Social Data Sources
Facebook Ads Facebook Pages Facebook Apps Facebook Connect Facebook Share Social Data Sources
Hyper-segmenta-tion
Hyper-segmenta-tion Click Anonymous User Profile
Facebook Ads Facebook Pages Facebook Apps Facebook Connect Facebook Share Social Data Sources
Personal Profile Personal Profile Are the demographics of the user equal to your target group?
Action Graph Social Graph Interests Graph Is a fan of your company or of your competitors? Personal Profile Personal Profile Are the demographics of the user equal to your target group?
Action Graph Social Graph Interests Graph What is the lead score of her / his friends? Personal Profile Personal Profile Are the demographics of the user equal to your target group? Is a fan of your company or of your competitors?
Action Graph Social Graph Interests Graph Has written a positive comment about your product? What is the lead score of her / his friends? Personal Profile Personal Profile Are the demographics of the user equal to your target group? Is a fan of your company or of your competitors?
Action Graph Social Graph Interests Graph Is a fan of your company? Has written a positive comment about your product? What is the lead score of her / his friends? Personal Profile Personal Profile Are the demographics of the user equal to your target group? Lead Score
Facebook Ads Facebook Pages Facebook Apps Facebook Connect Facebook Share Social Data Sources
More information: http://facebook-studio.com/site/agencies/531#/gallery/submission/19039.
Facebook Ads Facebook Pages Facebook Apps Facebook Connect Facebook Share Social Data Sources
Source: http://www.futurebiz.de/artikel/social-commerce-eventbrite-traffic-umsatz-wachstum/ 50
Know your customer.
Acquisition Activation Revenue Facebook Ads Facebook App Facebook Page Facebook Connect(ed Website) Facebook Share ARPU Virality Stickiness
Acquisition Activation Revenue Facebook Ads Facebook App Facebook Page Facebook Connect(ed Website) Facebook Share CPC CPR CPO
Acquisition Activation Revenue Facebook Ads Facebook App Facebook Page Facebook Connect(ed Website) Facebook Share  CAC  CLV
Optimize your ad budget.
Country Prize Source: http://www.snipclip.com
Country Prize
Landing Page for Sweepstake A:
Landing Page for Sweepstake A: Landing Page for Sweepstake B: Source: http://www.snipclip.com
Measure. Analyze. Test. Optimize.
Source: http://www.snipclip.com
Source: http://www.snipclip.com
2.87 9.12 9.69 6.93 5.55 4.68 4.15 4.09 0 1-5 6-10 11-20 21-30 31-40 41-50 51-60 Sessions per user Number of app friends Source: http://www.snipclip.com
The final secret.
Source: http://businessweek.com
Correlation isn‘t causation.
DATENTREIBER We drive your business forward. Martin Szugat Managing Director Phone +49 176 1019 0176 Email martin.szugat@datentreiber.de Web datentreiber.de Twitter twitter.com/datentreiber SlideShare slideshare.com/datentreiber LinkedIn linkedin.com/company/datentreiber XING xing.com/companies/datentreiber/ Facebook facebook.com/datentreiber
Quellenangaben für die verwendeten Bilder und Grafiken http://www.shutterstock.de – Diverse Fotografen: donvictorio, ArtmannWitte, bikeriderlondon, Sascha Burkard, E.G.Pors, razlomov, xtock, Jirsak, Ollyy, Karramba Production, Simon Bratt, Oleksiy Mark, patpitchaya, underworld, hxdbzxy, Thaiview, Nightman1965, terekhov igor, Olga Danylenko, bikeriderlondon, Pot of Grass Productions, phipatbig, Oleksii Sagitov, maximmmmum, philia, Vinko93,Petr Jilek, Alexander Tihonov, Kondor83, Darryl Sleath, Stokkete, dvoevnore, mina, mharzl, ChrisVanLennepPhoto. Die Liste erhebt keinen Anspruch auf Vollständigkeit.

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Editor's Notes

  1. Quelle: http://www.salesforce.com/company/news-press/press-releases/2014/10/141013.jsp
  2. Quelle: http://etailment.de/thema/marketing/Personalisierung-K%C3%B6nigsweg-2798