Wie messe ich den Wert meiner LinkedIn Kampagnen in harter Währung?

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Für die meisten Marken findet Social Media Marketing in erster Linie auf Facebook statt. Aber es gibt einen "hidden champion" unter den Social Networks, der eine immer höhere Relevanz bekommt - besonders für B2B Kampagnen und im Bereich Employer Branding: LinkedIn.
Viele unserer Kunden haben eine dezidierte Contentstrategie für LInkedIn, die wiederum von wachsenden Media Budgets begleitet wird. Als Nutzer jedoch ist man fast schon überfordert von all dem Content, den Gruppenaktivitäten - ganz zu schweigen vom Direktmarketing, das auf der Timeline stattfindet. Da stellt sich die Frage "gibt es so etwas wie organische Reichweite auf LinkedIn noch?", "welchen Media Äquivalenz Wert bringt mein Content?" und "wieviel Budget sollte ich für LinkedIn einplanen?"

Dieser Vortrag stellt die aktuelle State-of-the-Art Methodik der Earned Media Value Berechnung von Aktivitäten im Social Web vor und zeigt, wie es großen Marken gelingt ihre Content Marketing Strategie mit bisher ungeahnten Effizenzsteigerungen zu erzielen und hundertausende von Euro/Dollar pro Quartal einzusparen bzw. optimaler zu investieren.
In diesem Webinar werden aktuelle Methodiken und Tools vorgestellt, welche die Bewertung Ihrer Social Media Initiativen auf LinkedIn in barer Münze ermöglichen.

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Wie messe ich den Wert meiner LinkedIn Kampagnen in harter Währung?

  1. 1. Learn how to measure the value of your brands LinkedIn activities! ROLAND FIEGE Head of Social Strategy EMEA The Hidden Champion? Source: https://www.flickr.com/photos/tahini
  2. 2. #1: The Social Landscape
  3. 3. Current State of The Big Four 21. April 16 3 Feature Network LinkedInFacebook Twitter YouTube Discovery Thought Leadership Influencers Online Video leader Global Users >1600 mm >414 mm >305 mm >1000 mm Recommended for •  Performance marketing •  Storytelling with photo and video •  Content marketing with thought leadership •  Employer Branding •  King of B2B •  Live event communication •  Influencer marketing •  Visual branding with video
  4. 4. A close-up on LinkedIn 4 LinkedIn FY13 FY14 FY15 Members (million) 277 347 414 Monthly active members (million) 73 87 98 Talent Solutions (% revenue) 60% 60% 63% Marketing Solutions (% revenue) 20% 20% 19% Premium Subscriptions (% revenue) 20% 20% 18%
  5. 5. Content Marketing on LinkedIn 5 Slideshare Company Pages Pulse •  Long term content •  Content Distribution •  Thought Leadership •  Professional identities •  Insight & knowledge •  Support content marketing •  Brand Vision •  Engage with users •  Show case pages
  6. 6. #2: Carefully consider your Audience
  7. 7. 21. April 16 7 LinkedIn Facebook Vs LinkedIn Demographics Gender Network LinkedIn Facebook 49% Male 51% Female 79% Male 21% Female Age 26% of users 25-34 21% of users < 35 Active Users (Monthly UK) Twitter 49% Male 51% Female 65% of users < 34 60 million views every month 31 million 15 million
  8. 8. 21. April 16 8 LinkedIn Facebook vs LinkedIn User Behaviour
  9. 9. #3: Know your Insights
  10. 10. What LinkedIn Measures 10 Followers Page Page Views Engagement Reach Posts Careers Jobs Employees
  11. 11. Organic content visibility for one of our bigger LinkedIn global clients Source: LI: our clients • 2015 FB: Our clients – 2015 LinkedIn Average reach per post Engagement Visibility AVERAGE 25,992 0.87% 6.30% 94%of your connections don’t organically see your content Investment on LinkedIn Facebook Average reach per post Engagement Visibility AVERAGE 23,599 - 1.98% 98%of your fans don’t organically see your content Investment on Facebook I.E. You need paid activity!
  12. 12. Ad Formats on LinkedIn Sponsored updates Text ads
  13. 13. #4: Likes, clicks, shares; Who cares? “I’ve got Likes, clicks and Shares but no idea what they’re worth.”
  14. 14. 14 “We don’t internally have the confident data we need to convince leaders or peers that they should invest in some of this new technology or positions or skills that will be crucial to a growth plan” Adrian Parker, Patron Spirits Company “I also have no clue about what’s working and what’s not.” US fast food client
  15. 15. 15 “What would I have had to pay to achieve the same result?” EMV works across channels, and is easily calculated and automated to allow daily measurement. We need one performance metric to rule them all Earned Media Value (in cash) €
  16. 16. 16
  17. 17. How Does It Work? OUTPUTS PERFORMLY PROCESS 17 RTs COMMENTS COMMENTS LIKES @REPLIES CLIENT’S PAID MEDIA RATES AGENCY PAID MEDIA INSIGHTS ASSIGN EARNED VALUE AGGREGATE BRAND EMV SOCIAL PERFORMANCE DASHBOARD, MONTHLY REPORTS SHARES BENCH- MARK DATA SOCIAL MEDIA MONITORING KPIs WEBSITES FORUMS SUBSCRIBERS MENTIONS BLOGS YOUR SOCIAL KPIs PROMOTED TRENDS, ETC. VIDEO POSTS PHOTO POSTS PROMOTED POSTS COMMENTS FAVES PHOTO TWEETS VIDEO TWEETS VIDEO PLAYS LIKES CHANNEL SUB- SCRIBERS FAVES SHARES PROMOTED POSTS VIDEO POSTS PHOTO POSTS COMMENTS SHARES
  18. 18. Example Performly content performance chart 18 FAN ACQUISITION FANENGAGEMENT 0 2 4 6 8 10 20 40 60 This post has low engagement, low acquisition. Performly might calculate EMV at €16.50. Total. Job postings find the right talent but LinkedIn has a lot more potential for your brand
  19. 19. Content performance 19 FAN ACQUISITION FANAENGAGEMENT 0 2 4 6 8 10 20 40 60 This post has high acquisition and a little engagement. Performly might calculate it’s worth €2295.
  20. 20. Content performance 20 FAN ACQUISITION FANENGAGEMENT 0 2 4 6 8 10 20 40 60 This post is doing everything right. High acquisition & high engagement. Performly says it created €5.580 of marketing impact and grew their fanbase.
  21. 21. Now you can justify social budgets for paid ads AND content by showing financial impact 21 THESE NEW FANS, AND OUR EXISTING FANS, CREATED OF NEW MEDIA AND TOUCHPOINTS “HEY, THANKS FOR THE OUR SOCIAL PROWESS PRODUCED OF MARKETING IMPACT!” PERFORMLY SAYS WE GAINED NEW FANS 12,500 47.725€ “MS. CFO, I’D LIKE TO PROMOTE THIS POST:” €10.000 10.000€ 47.725€
  22. 22. 22 And optimised social performance means your Social Team finally has a seat at the Budgeting Table
  23. 23. LINKEDIN / PERFORMANCE OVERVIEW 497,944 € 90,124 Total New Followers Paid New Followers Organic New Followers 32,335 32,269 66 €48,404 €48,404 - Total Engagements 37,636 €17,027 Paid Engagements 1,332 - Organic Engagements 36,304 €17,027 Total Impressions 5,060,287 €24,694 Paid Impressions 121,859 - Organic Impressions 4,938,728 €24,694 Example LinkedIn performance charts
  24. 24. Example LinkedIn performance charts Top Organic Content by EMV Your top 10 organic, non-sponsored posts, over your selected Ome-period sorted by EMV real counts; illustrative benchmark criteria
  25. 25. Example Facebook performance charts
  26. 26. Example Facebook: Organic Vs Paid Reach
  27. 27. Example Twitter performance chart
  28. 28. Example YouTube performance chart
  29. 29. YouTube Top Ten Videos EMV
  30. 30. Who uses Performly? Three global automotive clients A global pharmaceutical manufacturer A national railway system A leading e-commerce site A global insurance provider The world’s largest bakery
  31. 31. Getting started 1.  We assess how many social channels you want to measure (on Facebook, Twitter & YouTube). 2.  We price a 3-month trial so you can see how your social team, ads, and content perform. 3.  Our media analysts meet/phone weekly to walk through performance and insights, and to make recommendations on your social approach. 4.  At the end of the trial, you decide if you want to extend the contract to one year.
  32. 32. Q&A
  33. 33. FOR MORE INFORMATION, CONTACT ROLAND FIEGE, HEAD OF SOCIAL STRATEGY, EMEA, IPG MEDIABRANDS: ROLAND.FIEGE@MBWW.COM Thank you!

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