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Roland Fiege dda17

Trotz des immanenten Hypes rund um Facebook und Co sind Budgets für Social Media Initiativen meist noch relativ klein (im Verhältnis zu TV). Der Grund: Social Media Manager versuchen oftmals Entscheider mit abstrakten Kennzahlen wie Fans, Follower oder Engagement Rate den Erfolg ihrer Content Marketing Aktivitäten nachzuweisen. Einen Entscheider interessiert jedoch am Ende nur eines: Geld. Entweder in Form von erzieltem Umsatz und Marge oder in Form von Effizienzgewinnen. Wie soll ein CMO businessrelevante Entscheidungen treffen können ohne harte Kennzahlen? 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 endlich messbar zu machen. Mit allen Risiken und Nebenwirkungen.

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Roland Fiege dda17

  1. 1. WILLKOMMEN
  2. 2. Jenseits von Fans und Followern Harte Währung für Social Media
  3. 3. Guten Morgen, Berlin! ROLAND FIEGE, MBA, GESCHÄFTSFÜHRER
  4. 4. Werbe- und Kreativagentur Media Agentur Datengetriebenes Marketing Startups / Crowdfunding Sponsoring / Live-Communikation DIE SCHALLER & PARTNER GRUPPE – INHABERGEFÜHRT UND ETABLIERT SEIT 1978
  5. 5. Tolle Logofolie
  6. 6. Social Media = No money, no power ORGANIC REACH IS ~ZERO NEW PAID AD BUDGETS ARE NOW A REQUIREMENT SOCIAL TEAMS LACK FINANCIAL METRICS TO JUSTIFY ADD’L SPEND SOCIAL PERFORMANCE HARD TO MEASURE
  7. 7. Bis 2012: The Golden Age 7
  8. 8. CMO requirements 2012 8 0 10.000 20.000 30.000 40.000 50.000 60.000 70.000 2011 2012 Fans • Yes, Sir! • Can‘t stop counting all these Fans & Followers! • What are „Fans“ & „Followers“? I need Reach, Frequency and GRP! • Get us on Social Media! • ... ok, let‘s talk about it next year!
  9. 9. 2013: Consolidation 9
  10. 10. The Relevance Gap 10 0 50 100 150 200 250 300 350 400 2011 2012 2013 183 387 202 22 32 1610 29 14 0 50 100 150 200 250 300 350 400 450 2011 2012 2013 Likes / Beitrag Shares / Beitrag Comments / Beitrag
  11. 11. Avoiding the Relevance Gap 11 Fitness Girls? Cat Content? Deals?iPad Contest?
  12. 12. Ende 2013 12 Ok Brands – Playtime is over!
  13. 13. Content visibility 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 NOY DO FANS EVEN SEE YOUR CONTENT?
  14. 14. What is our ROI on Facebook? 3k fans and a lot of buzz!
  15. 15. Revenue “HARD” ROI Cost Channel KPIs Sentiment “SOFT” ROI …
  16. 16. Content Marketing auf Social Media Kanälen. Lohnt sich der Aufwand?
  17. 17. CMO requirements 18 • 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! • You need to make the Social Media all comparable to other Media so I can continue to allocate budget! • Great!
  18. 18. Earned Media Value Media Äquivalenz Wert?
  19. 19. YOUR SOCIAL KPIs OUTPUTSPERFORMLY PROCESS TWEETS RETWEETS PROMOTED TRENDS, ETC. VIDEO POSTS TEXT POSTS PHOTO POSTS PROMOTED POSTS COMMENTS LIKES COMMENTS @REPLIES FAVES PHOTO TWEETS VIDEO TWEETS CLIENT’S PAID MEDIA RATES AGENCY PAID MEDIA INSIGHTS ASSIGN EARNED MEDIA VALUE AGGREGATE BRAND EMV SOCIAL PERFORMANCE DASHBOARD, MONTHLY REPORTS & EXPERT COUNSEL SHARES BENCH-MARK DATA VIDEO PLAYS LIKES CHANNEL SUB- SCRIBERS FAVES SHARES
  20. 20. Facebook Benchmark Criteria For Facebook, four Benchmark figures are required: Average Social Ad CPC The average Cost-per-Click you pay for your brand's Facebook advertising. Conversion Rate The average fan conversion rate, i.e., % of clicks that lead to a New Fan (Page Like). Average Social Ad CTR The average click-through rate of your brand's Facebook advertising. Premium Video CPV The average cost-per-view of a premium-format video.
  21. 21. Twitter Benchmark Criteria CPM The average Cost-per-Thousand you pay for your brand's Promoted (Paid) Twitter advertising. CPF The average Cost-per-Follower you pay to recruit new Followers. CPE The average Cost-per-Engagement or Action, e.g., Favourite, Retweet, @Reply, Click. Excludes Unfollows
  22. 22. Technology is not enough
  23. 23. 26
  24. 24. Imagine knowing what all your social efforts are worth $29,000 $7,000 $9,000
  25. 25. CLIENT • BRAND Key metrics skyrocketed over six months - € 20.000 € 40.000 € 60.000 € 80.000 € 100.000 € Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec EARNED MEDIA VALUE - 1.000 2.000 3.000 4.000 5.000 6.000 7.000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec SHARES - 20.000 40.000 60.000 80.000 Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec VIDEO VIEWS 98% 98% 99% 99% 100% 100% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec FAN LOYALTY €35,000 IN FAN RETENTION 526X MORE VIDEO VIEWS €213.080 GENERATED ON “FREE VIEWS" JULY-DEC EARNED 5x MORE EMV (€370,000 ) 3x MORE SHARES
  26. 26. Title Last six months Period: 28th March to 26Th September @HaagenDazsUK Official Twitter page for Haagen- Dazs UK. We believe that nothing is better than real. #RealorNothing UK haagendazsuk.tumblr.com Joined June 2011 @NatureValley 3,634 28,240 $280,689 $21,640 8,323 $186,375 46,665,706 $153,996 9,811,661 $32,378 56,477,367 $72,674 25,809 $61,941 4,472 $10,732 Values 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 April to 26Th September
  27. 27. $0 $5.000 $10.000 $15.000 $20.000 $25.000 $30.000 Daily EMV Last data point: 26th September Measure EMV Over Time Last six months Period: 1st April to 26Th September Average daily EMV $1,586 Peak daily EMV $25,997 Average monthly EMV $52,627 $0 $50.000 $100.000 $150.000 $200.000 $250.000 $300.000 $0 $20.000 $40.000 $60.000 $80.000 $100.000 $120.000 $140.000 Apr Mai Jun Jul Aug Sep Six month Running Total EMV Monthly EMV Total EMV earned in the six month period: $280,689 @NatureValley We love nature. We seek adventure. We support national parks. And we also make granola bars. Minneapolis, MN naturevalley.tumblr.com Joined July 2009
  28. 28. Understand peaks $0 $5.000 $10.000 $15.000 $20.000 $25.000 $30.000 Daily EMV Last data point: 26th September Average monthly EMV $52,627 $0 $50.000 $100.000 $150.000 $200.000 $250.000 $300.000 $0 $20.000 $40.000 $60.000 $80.000 $100.000 $120.000 $140.000 Apr Mai Jun Jul Aug Sep Six month Running Total EMV Monthly EMV Total EMV earned in the six month period: $280,689 Thursday 1st 26% 32% 5% 19% 18% New Followers Retweets Replies Impressions from Tweets Impressions from Retweets Daily EMV $25,997 Contribution to EMV Last six months Period: 1st April to 26Th September
  29. 29. Analyze content $21.311 $20.482 $19.304 $7.470 $5.156 $4.725 $4.200 $3.593 $2.794 $1.591 $1.268 $1.031 $845 $811 $694 $678 $648 $644 $554 $553 $0 $5.000 $10.000 $15.000 $20.000 $25.000 #granolabar #anime #Granolabars #NatureValley #GetOutThere #myadventure #nationalparks #nature #NatureTruth #EarthDay #roughmorning #polarvortexes #NationalParksWeek #hiking #adventure #Wildflowers #GrandCanyon #macross #backpacking #ad EMV in Period#Hashtag Last six months Period: 1st April to 26Th September
  30. 30. Diskussion & Fragen
  31. 31. EMV eine “gute“ Währung? • Wenn Sie richtig, RICHTIG guten Content haben, ja • Großteil der „Social Media Strategien“ defizitär • Gute Grundlage für rudimentäre ROI Berechnungen • ABER: die Wahrheit ist oft schmerzhaft
  32. 32. Danke für die Aufmerksamkeit! ROLAND.FIEGE@DIEDIGITALE.IO

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