Vortrag von Roland Fiege auf der AllFacebook Marketing Conference 2014 in Berlin. Mehr Informationen: http://conference.allfacebook.de

1. Social Media
Ponyhöfe
abgebrannt?
Den Mehrwert von Social
Media in harter Währung
nachweisen.
Roland Fiege

2. Guten Tag!
• Roland Fiege
• Head of Social Strategy G14
• IPG Mediabrands
2

3. Die tolle Logofolie:
3

4. ... Let‘s go back in
time!
4

5. Bis 2012: The Golden Age
5

6. CMO requirements 2012
6
70.000
60.000
50.000
40.000
30.000
20.000
10.000
0
2011 2012
Fans
• Get us on Social
Media!
• Yes, Sir!
• Can‘t stop counting all
these Fans & Followers!
• What are „Fans“ &
„Followers“? I need
Reach, Frequency
and GRP!
• ... ok, let‘s talk about it
next year!

7. 2013: Consolidation
7

8. 2013 – The Relevance Gap
8
400
350
300
250
200
150
100
50
0
2011 2012 2013
183
387
202
22 32 10 16
29 14
450
400
350
300
250
200
150
100
50
0
2011 2012 2013
Likes / Beitrag Shares / Beitrag Comments / Beitrag

9. 2013 – Avoiding the Relevance Gap
9
Fitness
Girls? Cat
Content
?
iPad Deals?
Contest?

10. CMO requirements 2013
10
• You need to make the Social Media all
comparable to other Media so I can continue
to allocate budget!
• Look at my Earned Media Value
model!
• Looking valid to me – I‘m gonna roll it out!
• And you get your bonus on Earned Media
Value generated!
• Great! But I need a whole week and 2
interns to calculate the EMV
generated in EMEA for a period!

11. Ende 2013
11
Ok Brands –
Playtime is
over!

13. 13
The Free-Marketing Gravy Train Is Over

14. Content visibility for
five Mediabrands clients
CLIENT POSTS/
MONTH
TOTAL REACH
PER POST
AVG REACH
PER POST FANS VISIBILITY
Beverage 2 10,254 5,127 93,000 5.51%
Gaming 14 630,655 45,047 500,865 8.99%
Chemicals 6 13,574 2,262 148,000 1.53%
Insurance 54 155,102 2,872 48,000 5.98%
Software 28 577,589 20,628 638,000 3.23%
AVERAGE 5.04%
SOURCE: OUR CLIENTS • FEBRUARY 2014
DO FANS EVEN SEE YOUR CONTENT?
Y
NO

15. Organic reach in 2014: MEH
ORGANIC REACH (Maximum
8% visibility)

16. REALITY: real reach is only achievable via
paid boosting
ORGANIC REACH (Maximum
8% visibility)
HERE CPOAMIDE RSE TAHCEH BOOM

17. REALITY: real engagement is only achievable
through real reach
ORGANIC REACH (Maximum
8% visibility)

18. 18

19. What
is
our
ROI
on
Facebook?
3k
fans
and
a
lot
of
buzz!

20. Houston,
we have a
social marketing
problem
20

21. After 8 years, many
teams still can’t
answer some basic
questions
• What’s the impact of a Like?
• Is my social team doing a good
job?
• Is this expensive content worth
the cost?
• How do I justify it?
• Is paid social now a
requirement?
• How does social perform in
comparison to TV, radio or
print?
21

22. “WE HAVE NO
IDEA OF
WHAT’S
WORKING AND
WHAT’S NOT.”
- US fast food
client
22

23. I KNOW THIS MAKES AN
IMPACT!
IS THIS EVEN WORTHWHILE
ANYMORE?
I WAS ONE OF THE COOL
KIDS! WHAT HAPPENED?
23

24. IF WE ASK FOR
MORE CASH, WE
NEED TO ANSWER:
• HOW IS OUR CONTENT
PERFORMING?
• WHICH CONTENT SHOULD WE
BOOST?
• HOW ARE OUR SOCIAL TEAMS
PERFORMING WITH
ENGAGEMENT?
• IS MY SOCIAL MEDIA TEAM/
AGENCY EFFICIENT?
24

25. WE NEED ONE PERFORMANCE METRIC
TO RULE THEM ALL
EARNED MEDIA VALUE
…IN CASH
25
“WHAT WOULD I HAVE HAD TO PAY TO
ACHIEVE THE SAME RESULT?”

26. INTRODUCING PERFORMLY™:
THE FIRST TRUE SOCIAL
MEDIA ROI PLATFORM
Performly measures and calculates the Earned
Media Value for all your social media efforts on
Facebook, Twitter and YouTube.
With the Earned Media Value measured in real
currency, you can now make well-informed
decisions on how to invest your social budget,
resources and time more wisely.
Having this information in real-time will give you
more authority during discussions around social
marketing budgets and resources.
26

27. 27
CASE DE

28. 28
Welche Inhalte erzielen die besten
Resultate?

29. 29
Entwicklung des EMV Jan-Okt.

30. „Der ROI der <KUNDE> Facebook Seite ist überdurchschnittlich gut.
Die Performance der <KUNDE> Facebook Seite ist das Ergebnis von
einer eher traditionellen Content- und Media Strategie und bietet
durchaus Raum für Optimierungspotentiale in punkto Reichweite und
Awareness.”
30
INPUT
OUTCOME
SOCIAL
MEDIA
AGENTUR
-­‐100.000
€
MEDIA
AUSGABEN
-­‐
100.000
€
SUMME
-­‐
200.000
€
MEDIA
ÄQUIVALENZ
WERT
(EMV)
xxxxxxx
€
ROI
Stand
3,92
ROI Berechnung FB Seite

31. @AUDI
1,368
958,743
€2,878,576
€ 619,283
247,713
€ 2,113,154
533,509,218
€ 1,867,282
70,248,943
€ 245,871
603,758,160
€ 146,140
46,675
€ 116,688
11,781
€ 29,452
Brand Tweets
Followers
EMV
EMV Acquisition
Organic New Followers
EMV Awareness
BrandTweet Impressions
BrandTweet Impressions EMV
ReTweet Impressions
ReTweet Impressions EMV
Total Impressions
EMV Engagement
Organic ReTweets
Retweet EMV
Organic @Replies
@Reply EMV
Last six months
Period: 1st May to 26th October

32. Measure EMV Over Time Last six months
€ 3.500.000
€ 3.000.000
€ 2.500.000
€ 2.000.000
€ 1.500.000
€ 1.000.000
€ 500.000
Last data point: 26th October
Period: 1st May to 26th October
@Audi
Audi of America. The all-new A3 is here.
Herndon, VA
audiusa.com
Joined March 2009
€ 0
€ 700.000
€ 600.000
€ 500.000
€ 400.000
€ 300.000
€ 200.000
€ 100.000
€ 0
Six month Running Total EMV Monthly EMV
Mai Juni Juli Aug. Sep. Okt.
Average monthly EMV
€479,763
Total EMV earned in
the six month period:
€2.9million
Average daily EMV
€16,081
Peak daily EMV
€96,076
€ 120.000
€ 100.000
€ 80.000
€ 60.000
€ 40.000
€ 20.000
€ 0
Daily EMV

33. € 138.133
€ 80.854
Analyze Content
€ 48.140
€ 7.480
€ 8.297
€ 9.367
€ 13.184
€ 13.736
€ 16.077
€ 16.171
€ 16.411
€ 19.631
€ 27.084
€ 28.096
€ 28.109
€ 28.911
€ 30.208
€ 33.996
€ 21.336
€ 9.830
€ 0 € 20.000 € 40.000 € 60.000 € 80.000 € 100.000 € 120.000 € 140.000 € 160.000
#LoneStarLeMans
#USMNT
#EzraAwake
#ACNA30
#6hCoTA
#R8
#PLL100
#offscript
#AudiA3
#PLLAudi
#RS7
#audi
#LM24
#R18
#PLL
#fAtalFinale
#tbt
#PLLclue
#PLLclues
#paidmydues
Last six months
Period: 1st May to 26th October
#Hashtag
Chart shows EMV of top 20 #hashtags
in @Audi brand tweets
@Audi
Audi of America. The all-new A3 is here.
Herndon, VA
audiusa.com
Joined March 2009

34. @BMW
849
562,293
€1,288,186
€ 551,998
220,799
€ 644,287
171,871,045
€ 601,549
12,211,083
€ 42,739
184,082,128
€ 91,901
29,926
€ 74,815
6,834
€ 17,086
Brand Tweets
Followers
EMV
EMV Acquisition
Organic New Followers
EMV Awareness
BrandTweet Impressions
BrandTweet Impressions EMV
ReTweet Impressions
ReTweet Impressions EMV
Total Impressions
EMV Engagement
Organic ReTweets
Retweet EMV
Organic @Replies
@Reply EMV
Last six months
Period: 1st May to 26th October

35. Measure EMV Over Time Last six months
€ 3.500.000
€ 3.000.000
€ 2.500.000
€ 2.000.000
€ 1.500.000
€ 1.000.000
€ 500.000
Last data point: 26th October
Period: 1st May to 26th October
€ 0
€ 700.000
€ 600.000
€ 500.000
€ 400.000
€ 300.000
€ 200.000
€ 100.000
€ 0
Six month Running Total EMV Monthly EMV
Mai Juni Juli Aug. Sep. Okt.
Average monthly EMV
€214,698
Total EMV earned in
the six month period:
€1.3million
€ 40.000
€ 35.000
€ 30.000
€ 25.000
€ 20.000
€ 15.000
€ 10.000
€ 5.000
€ 0
Daily EMV
@BMW
Welcome to the official #BMW account. http://
www.bmw.com/imprint
Munich
bmw.com
Average daily EMV
€7,197
Peak daily EMV
€36,468

36. € 115.448
Analyze Content
€ 40.972
€ 1.131
€ 1.137
€ 1.193
€ 1.231
€ 1.292
€ 1.333
€ 1.340
€ 1.349
€ 1.445
€ 1.480
€ 3.436
€ 3.610
€ 3.634
€ 3.839
€ 4.400
€ 8.560
€ 11.572
€ 2.358
€ 0 € 20.000 € 40.000 € 60.000 € 80.000 € 100.000 € 120.000 € 140.000
#GPEC2014
#GT6
#BMWparis
#MPOWERTOUR
#shiny
#z4
#BMWM
#summer
#BMWM5
#Berlin
#M4
#BMWClassic
#BMWX4
#BMWIndividual
#DTM
#BMWi3
#M3
#BMWi8
#BMWstories
#BMW
Last six months
Period: 1st May to 26th October
#Hashtag
Chart shows EMV of top 20 #hashtags
in @BMW brand tweets
@BMW
Welcome to the official #BMW account. http://
www.bmw.com/imprint
Munich
bmw.com

37. @Porsche
167
693,180
€801,858
€ 544,873
217,949
€ 202,901
46,199,777
€ 161,699
11,771,905
€ 41,202
57,971,682
€ 54,084
17,467
€ 43,668
4,167
€ 10,417
Brand Tweets
Followers
EMV
EMV Acquisition
Organic New Followers
EMV Awareness
BrandTweet Impressions
BrandTweet Impressions EMV
ReTweet Impressions
ReTweet Impressions EMV
Total Impressions
EMV Engagement
Organic ReTweets
Retweet EMV
Organic @Replies
@Reply EMV
Last six months
Period: 1st May to 26th October

38. Measure EMV Over Time Last six months
€ 900.000
€ 800.000
€ 700.000
€ 600.000
€ 500.000
€ 400.000
€ 300.000
€ 200.000
€ 100.000
Last data point: 26th October
Period: 1st May to 26th October
€ 0
€ 180.000
€ 160.000
€ 140.000
€ 120.000
€ 100.000
€ 80.000
€ 60.000
€ 40.000
€ 20.000
€ 0
Six month Running Total EMV Monthly EMV
Mai Juni Juli Aug. Sep. Okt.
Average monthly EMV
€133,643
Total EMV earned in
the six month period:
€801,858
Average daily EMV
€4,480
Peak daily EMV
€87,371
€ 100.000
€ 90.000
€ 80.000
€ 70.000
€ 60.000
€ 50.000
€ 40.000
€ 30.000
€ 20.000
€ 10.000
€ 0
Daily EMV
@Porsche
The official Twitter feed of Porsche Cars North America.
Please call 1-800-PORSCHE for inquiries.
Atlanta, GA
porsche.com/usa
Joined July 2009

39. € 29.205
€ 31.718
€ 15.783
Analyze Content
€ 5.843
€ 6.024
€ 6.832
€ 1.130
€ 1.138
€ 1.187
€ 1.489
€ 1.749
€ 1.776
€ 1.992
€ 2.146
€ 2.277
€ 2.566
€ 2.577
€ 2.724
€ 3.843
€ 1.465
€ 0 € 5.000 € 10.000 € 15.000 € 20.000 € 25.000 € 30.000 € 35.000
#92
#6hCoTA
#24SocialRace
#PorscheMonterey
#LeMans2014
#PorscheVancouver
#911RSR
#PorscheCOTA
#DetroitGP
#ThrillingContradiction
#LoneStarLeMans
#BrickyardGP
#Sahlens6hrs
#MontereyGP
#PorscheMacan
#LeMans
#LM24
#porschegoodwood
#Porsche
#nosubstitute
Last six months
Period: 1st May to 26th October
#Hashtag
Chart shows EMV of top 20 #hashtags
in @BMW brand tweets
@Porsche
The official Twitter feed of Porsche Cars North America.
Please call 1-800-PORSCHE for inquiries.
Atlanta, GA
porsche.com/usa
Joined July 2009

40. 40
Let´s
measure
in
cash!

41. Thank you!
Roland Fiege
Head of Social, G-14 Region
Mediabrands Worldwide
@rolandfiege