Ehsal Management School: presentatie 2 Social Media: metrics & advertising

1. Social Media
How can you growth hack your business through social media?
Metrics & Advertising

2. What

3. are

4. our

5. KPI’s??

6. A Key Performance Indicator (KPI) is a measurable value
that demonstrates how effectively a company is achieving key business objectives.
Organizations use KPIs to evaluate their success at reaching targets.#

7. Sales KPI’s vs branding KPI’s

8. Sales KPI’s vs branding KPI’s

9. Sales KPI’s vs branding KPI’s
20%
80%

10. Sales KPI’s vs branding KPI’s
KPI = sales
KPI = video views / engagement

11. Find 2 branding 2 sales posts

12. Branding KPI’s on social media

13. Branding KPI’s tell us more about sales KPI’s
Reach
Engagement
Revenue

14. A conversion funnel is really an idea or a way to visualize and comprehend the flow
and conversion of potential customers into paying customers. If you can
understand and analyze the process, then you can take actions to improve that flow.

15. Business Step #0
Check out
Business Step #03
Online shopping website
Growth
Hacking
Add to cartSign upVisit website
1000
200
50
40
Map your conversion funnel

16. Business Step #0
Business Step #03
Growth
Hacking
Add to cartSign upVisit website
200
50
Conversion rate = 4%
Check out
40
1000
Visit website
Map your conversion funnel
Online shopping website

17. Visit website
Business Step #0
Business Step #03
Growth
Hacking
Add to cartSign up
200
50
Conversion rate = 4%
Cost per acquisition :25€
Check out
40
Cost per click :1€
Visit website
1000
Map your conversion funnel
Online shopping website

18. Business Step #0
Business Step #03
Growth
Hacking
Add to cartSign upVisit website
200
50
Cost per acquisition : 25€
Check out
40
Lifetime value : 100€
Cost per acquisition :25€
Revenue per user : 75€
Map your conversion funnel
Cost per click :1€
Visit website
1000

19. Cost per click :1€
Visit website
1000
Business Step #0
Check out
Business Step #03
Growth
Hacking
Add to cartSign upVisit website
200
50
40
Channel
testing
Facebook sign in
Show what friends have
bought
Give discount
Abandon cart CTA
Identify what you are going to optimize
Add CTA button

20. Engagement: likes / shares / comments
Video views ( engagement)
Clicks to website
Participation in a competition
Downloading an app
Other?
Perform tests with # social media channels
KPI’s on social media

21. Find 3 posts with 3 different KPI’s

22. Why ads?

23. 1 day 3 days2 days 5 days4 days 7 days6 days
10%
20%
1 post/day, 7 days a week only reaches 21% of your fan base!
The Power of Like, Co Facebook, May 2015
Why advertise?

24. Edgerank = ∑ affinitye weight e time decaye
e=1 n
x x
Affinity of an edge is
higher
- For fans who
frequently interact
with your updates
- For interactions by
friends who are fans as
well
Every type of edge has a
specific weight:
- On the creation side: some
types of posts are worth more
- On the interaction side: a
comment is worth more than a
like or a share
The time decay is higher
if an edge is
recent enough
An edge is an interaction with Facebook: a like, a
comment, a share as well as the post itself.

25. friends of fans fans

26. Campaign

27. Ads

28. to

29.
drive

30. traffic
1.
engagement

31. ads

32. with

33. a

34. focus

35. on

36. interactions
2.
fan

37. gain

38. ads

39. to

40. grow
our

41. fanbase
3.
Always classify ads by their purpose.
Ad formats are changing all the time.
Three Types of Ads

42. Word hond van de maand!
Heeft jouw hond het
in zich? Nomineer
hem nu voor hond
van de maand!
Bart Muskala vindt Pedigree Belgium
leuk.
Campaign

43. Ads Engagement

45. Campaign

46. Ads Fan

47. Growth
Pedigree on Facebook
Pedigree Belgium
Pedigree on Facebook
Wat is het eerste wat jij ‘s morgens
doet met je hond?
Aaike over zijn kop
Gaan wandelen
Eten geven
Campaign ads Page Post Ads Page Like Ads
A title, body text and image
are chosen to drive direct
traffic to our page or apps
or external links
Existing posts on our page (polls,
pictures, videos) are targeted via
ads to our target audience for extra
interactions (likes, comments or
shares).
This type of ads informs
friends of our fans about the
fact they are fans with a
direct invitation to become
a fan yourself.
By Means Of An Example : Changes all the Time

48. Campaign KPI Results campaign Results PPA
Budget Spent 6.000,00 € 995,64 € 793,30 €
Impressions 3.000.000 14.366.305 499.458
Clicks 2.992 5.062
Cost per Click (CPC) 0,15 € 0,33 € 0,16 €
Participants 4.800 1.565 4.495
Cost per Participant 0,63 € 0,17 €
Extra Fans 2.000 - 670
Click-through rate
(CTR)
0,02% 1,01%
Campaign ads : NESCAFE example

49. Engagement

51. Campaign

52. Ads
Pedigree on Facebook
Wat is het eerste wat jij ‘s morgens
doet met je hond?
Aaike over zijn kop
Gaan wandelen
Eten geven
Page Post Ads
Lower CPC: 0,10-0,30 €
Doesn’t need development of an extra creative
Attention: only 20% text allowed*
Targeting: only in news feed: for more engagement no
chopped off copy
Focus on Engagement Ads

53. Fan

54. Growth
Pedigree on Facebook
Pedigree Belgium
Page Like Ads
This type of ads informs
friends of our fans about the
fact they are fans with a
direct invitation to become
a fan yourself.
Focus on Fan Gain Ads

55. Facebook Ads: Placements

56. MEASUREMENT ON A GLOBAL LEVEL
Results Mball prehype app
Spent on ads 2.973,58
Cost app 5.130,00 €
Visits 3.561
Unique Visitors 2.867
Unique Participants 1.867
Unique Registrations 1.568
Average Time on site 2 min 33 sec
Bounce Rate 15,05%
# Registrations 1.966
Total cost app 8.103,58 €
Cost per unique participation 4,34 €
Cost per registration 5,17 €
Ad cost per Unique Participant 1,59 €
Belgio Quiz Movies Quiz Pedigree Xmas
app
3.491,19 € 5.760,69 € 2.000 €
5.130,00 € 4.495,00 € 5.715,00 €
7.616 6.788 11.748
6.956 6.063 9.951
4.281 3.791 7.285
3.609 3.520 4.882
4 min 05 sec 3 min 55 sec 5 min
11,48% 13,00% 12,00%
3.184 3.927 5.242
8.621,19 € 12.535,69 € 7.715,00 €
2,01 € 3,30 € 1,06 €
2,39 € 3,50 € 1,58 €
0,81 € 1,50 € 0,27 €

57. Example of an ad plan with # options
OPTIONS 50K 30K 10K
Fan Gain 10.000 € 5.000 € 2.000 €
KPI
20.000- 30.000
fans
10.000 - 15.000
fans
4.000 - 6.000
fans
Engagement 15.000 € 2.500 € 2.000 €
KPI
450.000
engaged users
80.000
engaged users
64.000
engaged users
Campaign 25.000 € 22.500 € 6.000 €
KPI
20.000
participants
18.000
participants
4.800
participants
CPF between 0,5€ - 0,33€
CPE about 0,04€
CPP about 1,25€

58. Ad Report:
Colgate

59. Examples for the Colgate Fan Gain Ads

60. Comparison Fan Gain
Ad Budget 200,00 €
Impressions 428.238
Clicks 2.283
Extra Fans 925
KPI 800 - 1.000
Cost per Click 0,09 €
Cost per Fan 0,22 €
Results for the Colgate Fan Gain Ads

61. Examples for the Colgate Engagement Ads

62. Comparison Engagement Ads
Ad Budget 809,75 €
Actions / Engagements 20.874
KPI 6.760
Clicks 14.970
Impressions 665.325
Extra Fans 82
KPI 5.000 engaged users for 500€
Cost per Click 0,05 €
Cost per Engagement 0,04 €
Results for the Colgate Engagement Ads

63. Evolution trends

64. P10-P11 P9 P8 P7 P4-P6 P3
CPA 0,03 € 0,03 € 0,03 € 0,04 € 0,09 € -
CPF 0,10 € - - 0,24 € 0,15 € 0,15 €
P10-P11 P9 P8 P7 P4-P6
CPA 0,02 € 0,02 € 0,02 € 0,03 € 0,05 €
CPF - 0,09 € - - 0,13 €
P10-P11 P9 P8 P5-P7 P3-P4
CPA 0,03 € 0,02 € - - -
CPF 0,12 € 0,12 € 0,14 € 0,12 € 0,10 €
Check the evolution of a client’s
cost per conversion from time to
time!

65. One advice:
Test, test, test!

67. Different KPI’s = different ad formats!

68. Instagram targeting

70. Different KPI’s = different ad formats!

71. Twitter cards

72. Twitter cards

73. Twitter segmentation

74. Twitter TV targeting

76. Different KPI’s = different ad formats!

77. Linkedin targeting

79. Different KPI’s = different ad formats!

80. There’s always something new

81. There’s always something new

82. Segmentation / targeting

83. Segmentation / targeting

84. Segmentation / targeting

85. Segmentation / targeting: briefing
Party trip Ibiza Backpack trip Canada Wine tasting France
Citytrip Barcelona Holiday Las Vegas Shortski Alps

86. Analycal
marketeer
Skills:
Google
Analy0cs,
Adwords,
Paid
Adver0sing
Timing:
1/2
days
per
week
-­‐
asap
Place:
Antwerp`
Contact:
eveline@linkman.be
Allround
marketeer:
Skills:
wri0ng,
e-­‐mailing,
social
media
Timing:
as
from
January
/
February
Place:
Antwerp
Contact:
eveline.smet@sdworx.com
Internship opportunities

87. Social Media reporting

89. When are your fans online?

90. Which posts work best?

91. Which type of content works best?

92. Fans vs people engaged

93. Likes vs unlikes

94. Now it’s your turn!

96. Twitter analytics

97. Twitter analytics

98. Twitter analytics

100. Linkedin Analytics

101. Linkedin Analytics

102. Linkedin Analytics

103. Linkedin Analytics

105. Google Analytics

106. Facebook reporting exercise
Which content works best?
Is the targeting correct?
Is content posted at the right time?
Other insights?

107. Marketing vs sales

108. Quiz time!!!

109. Track everything use your learnings
Make sure you keep testing, but..
Thx! @evelinesmet