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.

1. WILLKOMMEN

2. Jenseits von Fans und Followern
Harte Währung für Social Media

3. Guten Morgen, Berlin!
ROLAND FIEGE, MBA,
GESCHÄFTSFÜHRER

4. Werbe- und
Kreativagentur
Media
Agentur
Datengetriebenes
Marketing
Startups /
Crowdfunding
Sponsoring /
Live-Communikation
DIE SCHALLER & PARTNER GRUPPE – INHABERGEFÜHRT UND ETABLIERT SEIT 1978

5. Tolle Logofolie

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. Bis 2012: The Golden Age
7

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. 2013: Consolidation
9

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. Avoiding the Relevance Gap
11
Fitness
Girls?
Cat
Content?
Deals?iPad
Contest?

12. Ende 2013
12
Ok Brands –
Playtime is
over!

14. 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?

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

16. Revenue
“HARD” ROI
Cost Channel KPIs Sentiment
“SOFT” ROI
…

17. Content Marketing auf
Social Media Kanälen.
Lohnt sich der Aufwand?

18. 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!

19. Earned Media Value
Media
Äquivalenz
Wert?

20. 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

21. 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.

22. 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

24. Technology is not enough

26. 26

27. Imagine
knowing
what all
your social
efforts are
worth
$29,000
$7,000
$9,000

28. 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

29. 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

30. $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

31. 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

32. 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

33. Diskussion & Fragen

34. 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

35. Danke für die Aufmerksamkeit!
ROLAND.FIEGE@DIEDIGITALE.IO