Social Media 
Ponyhöfe 
abgebrannt? 
Den Mehrwert von Social 
Media in harter Währung 
nachweisen. 
Roland Fiege
Guten Tag! 
• Roland Fiege 
• Head of Social Strategy G14 
• IPG Mediabrands 
2
Die tolle Logofolie: 
3
... Let‘s go back in 
time! 
4
Bis 2012: The Golden Age 
5
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 
...
2013: Consolidation 
7
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 
...
2013 – Avoiding the Relevance Gap 
9 
Fitness 
Girls? Cat 
Content 
? 
iPad Deals? 
Contest?
CMO requirements 2013 
10 
• You need to make the Social Media all 
comparable to other Media so I can continue 
to alloca...
Ende 2013 
11 
Ok Brands – 
Playtime is 
over!
13 
The Free-Marketing Gravy Train Is Over
Content visibility for 
five Mediabrands clients 
CLIENT POSTS/ 
MONTH 
TOTAL REACH 
PER POST 
AVG REACH 
PER POST FANS VI...
Organic reach in 2014: MEH 
ORGANIC REACH (Maximum 
8% visibility)
REALITY: real reach is only achievable via 
paid boosting 
ORGANIC REACH (Maximum 
8% visibility) 
HERE CPOAMIDE RSE TAHCE...
REALITY: real engagement is only achievable 
through real reach 
ORGANIC REACH (Maximum 
8% visibility)
18
What 
is 
our 
ROI 
on 
Facebook? 
3k 
fans 
and 
a 
lot 
of 
buzz!
Houston, 
we have a 
social marketing 
problem 
20
After 8 years, many 
teams still can’t 
answer some basic 
questions 
• What’s the impact of a Like? 
• Is my social team ...
“WE HAVE NO 
IDEA OF 
WHAT’S 
WORKING AND 
WHAT’S NOT.” 
- US fast food 
client 
22
I KNOW THIS MAKES AN 
IMPACT! 
IS THIS EVEN WORTHWHILE 
ANYMORE? 
I WAS ONE OF THE COOL 
KIDS! WHAT HAPPENED? 
23
IF WE ASK FOR 
MORE CASH, WE 
NEED TO ANSWER: 
• HOW IS OUR CONTENT 
PERFORMING? 
• WHICH CONTENT SHOULD WE 
BOOST? 
• HOW...
WE NEED ONE PERFORMANCE METRIC 
TO RULE THEM ALL 
EARNED MEDIA VALUE 
…IN CASH 
25 
“WHAT WOULD I HAVE HAD TO PAY TO 
ACHI...
INTRODUCING PERFORMLY™: 
THE FIRST TRUE SOCIAL 
MEDIA ROI PLATFORM 
Performly measures and calculates the Earned 
Media Va...
27 
CASE DE
28 
Welche Inhalte erzielen die besten 
Resultate?
29 
Entwicklung des EMV Jan-Okt.
„Der ROI der <KUNDE> Facebook Seite ist überdurchschnittlich gut. 
Die Performance der <KUNDE> Facebook Seite ist das Erge...
@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 
603,7...
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...
€ 138.133 
€ 80.854 
Analyze Content 
€ 48.140 
€ 7.480 
€ 8.297 
€ 9.367 
€ 13.184 
€ 13.736 
€ 16.077 
€ 16.171 
€ 16.41...
@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 
...
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...
€ 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...
@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 
...
Measure EMV Over Time Last six months 
€ 900.000 
€ 800.000 
€ 700.000 
€ 600.000 
€ 500.000 
€ 400.000 
€ 300.000 
€ 200....
€ 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...
40 
Let´s 
measure 
in 
cash!
Thank you! 
Roland Fiege 
Head of Social, G-14 Region 
Mediabrands Worldwide 
@rolandfiege
Social Media Ponyhöfe abgebrannt - Wie Sie den Mehrwert von Social Media in harter Währung nachweisen. @ Allfacebook Marke...
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Social Media Ponyhöfe abgebrannt - Wie Sie den Mehrwert von Social Media in harter Währung nachweisen. @ Allfacebook Marketing Conference / Berlin 2014

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Social Media Ponyhöfe abgebrannt - Wie Sie den Mehrwert von Social Media in harter Währung nachweisen. @ Allfacebook Marketing Conference / Berlin 2014

  1. 1. Social Media Ponyhöfe abgebrannt? Den Mehrwert von Social Media in harter Währung nachweisen. Roland Fiege
  2. 2. Guten Tag! • Roland Fiege • Head of Social Strategy G14 • IPG Mediabrands 2
  3. 3. Die tolle Logofolie: 3
  4. 4. ... Let‘s go back in time! 4
  5. 5. Bis 2012: The Golden Age 5
  6. 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. 7. 2013: Consolidation 7
  8. 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. 9. 2013 – Avoiding the Relevance Gap 9 Fitness Girls? Cat Content ? iPad Deals? Contest?
  10. 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. 11. Ende 2013 11 Ok Brands – Playtime is over!
  12. 12. 13 The Free-Marketing Gravy Train Is Over
  13. 13. 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
  14. 14. Organic reach in 2014: MEH ORGANIC REACH (Maximum 8% visibility)
  15. 15. REALITY: real reach is only achievable via paid boosting ORGANIC REACH (Maximum 8% visibility) HERE CPOAMIDE RSE TAHCEH BOOM
  16. 16. REALITY: real engagement is only achievable through real reach ORGANIC REACH (Maximum 8% visibility)
  17. 17. 18
  18. 18. What is our ROI on Facebook? 3k fans and a lot of buzz!
  19. 19. Houston, we have a social marketing problem 20
  20. 20. 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
  21. 21. “WE HAVE NO IDEA OF WHAT’S WORKING AND WHAT’S NOT.” - US fast food client 22
  22. 22. I KNOW THIS MAKES AN IMPACT! IS THIS EVEN WORTHWHILE ANYMORE? I WAS ONE OF THE COOL KIDS! WHAT HAPPENED? 23
  23. 23. 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
  24. 24. 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?”
  25. 25. 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
  26. 26. 27 CASE DE
  27. 27. 28 Welche Inhalte erzielen die besten Resultate?
  28. 28. 29 Entwicklung des EMV Jan-Okt.
  29. 29. „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
  30. 30. @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
  31. 31. 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
  32. 32. € 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
  33. 33. @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
  34. 34. 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
  35. 35. € 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
  36. 36. @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
  37. 37. 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
  38. 38. € 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
  39. 39. 40 Let´s measure in cash!
  40. 40. Thank you! Roland Fiege Head of Social, G-14 Region Mediabrands Worldwide @rolandfiege

×