Download - Ehsal social media metrics & advertising
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Social Media
How can you growth hack your business through social media?
Metrics & Advertising
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What����������� ������������������ are����������� ������������������ our����������� ������������������ KPI’s??
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A Key Performance Indicator (KPI) is a measurable value that demonstrates how effectively a company is achieving key business objectives. Organizations use KPIs to evaluate their success at reaching targets.#
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Sales KPI’s vs branding KPI’s
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Sales KPI’s vs branding KPI’s
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Sales KPI’s vs branding KPI’s
20% 80%
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Sales KPI’s vs branding KPI’s
KPI = sales KPI = video views / engagement
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Find 2 branding & 2 sales posts
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Branding KPI’s on social media
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Branding KPI’s tell us more about sales KPI’s
Reach
Engagement
Revenue
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A conversion funnel is really an idea or a way to visualize and comprehend the flow and conversion of potential customers into paying customers. If you can
understand and analyze the process, then you can take actions to improve that flow.
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Business Step #01
Check out
Business Step #03
Online shopping websiteGrowth Hacking
Add to cartSign upVisit website
1000
200
5040
Map your conversion funnel
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Business Step #01
Business Step #03
Growth Hacking
Add to cartSign upVisit website
200
50
Conversion rate = 4%
Check out
40
1000
Visit website
Map your conversion funnel
Online shopping website
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Visit website
Business Step #01
Business Step #03
Growth Hacking
Add to cartSign up
200
50
Conversion rate = 4%
Cost per acquisition :25€
Check out
40
Cost per click :1€
Visit website
1000
Map your conversion funnel
Online shopping website
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Business Step #01
Business Step #03
Growth Hacking
Add to cartSign upVisit website
200
50
Cost per acquisition : 25€
Check out
40
Lifetime value : 100€
Cost per acquisition :25€
Revenue per user : 75€
Map your conversion funnel
Cost per click :1€
Visit website
1000
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Cost per click :1€
Visit website
1000
Business Step #01
Check out
Business Step #03
Growth Hacking
Add to cartSign upVisit website
200
5040
Channel testing
Facebook sign in
Show what friends have bought Give discount
Abandon cart CTA
Identify what you are going to optimize
Add CTA button
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Engagement: likes / shares / comments
Video views (& engagement)
Clicks to website
Participation in a competition
Downloading an app
Other?
Perform tests with # social media channels
KPI’s on social media
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Find 3 posts with 3 different KPI’s
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Why ads?
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1 day 3 days2 days 5 days4 days 7 days6 days
10%
20%
1 post/day, 7 days a week only reaches 21% of your fan base!
The Power of Like, Co & Facebook, May 2015
Why advertise?
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Edgerank =∑ affinitye weight e time decaye
e=1 n
x x
Affinity of an edge is
higher
- For fans who
frequently interact
with your updates
- For interactions by
friends who are fans as
well
Every type of edge has a specific weight:
- On the creation side: some types of posts are worth more - On the interaction side: a
comment is worth more than a like or a share
The time decay is higher
if an edge is recent enough
An edge is an interaction with Facebook: a like, a
comment, a share as well as the post itself.
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friends of fans fans
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Campaign����������� ������������������ Ads����������� ������������������ to����������� ������������������ drive����������� ������������������ traffic
1.
engagement����������� ������������������ ads����������� ������������������ with����������� ������������������ a����������� ������������������ focus����������� ������������������ on����������� ������������������ interactions
2.
fan����������� ������������������ gain����������� ������������������ ads����������� ������������������ to����������� ������������������ growour����������� ������������������ fanbase
3.
Always classify ads by their purpose.Ad formats are changing all the time.
Three Types of Ads
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Word hond van de maand!Heeft jouw hond het in zich? Nomineer hem nu voor hond van de maand!
Bart Muskala vindt Pedigree Belgium leuk.
Campaign����������� ������������������ Ads Engagement����������� ������������������ &����������� ������������������ Campaign����������� ������������������ Ads Fan����������� ������������������ Growth
Pedigree on Facebook
Pedigree Belgium
Pedigree on FacebookWat is het eerste wat jij ‘s morgens doet met je hond?
Aaike over zijn kop
Gaan wandelen
Eten geven
Campaign ads Page Post Ads Page Like Ads
A title, body text and image are chosen to drive direct traffic to our page or apps
or external links
Existing posts on our page (polls, pictures, videos) are targeted via
ads to our target audience for extra interactions (likes, comments or
shares).
This type of ads informs friends of our fans about the
fact they are fans with a direct invitation to become
a fan yourself.
By Means Of An Example : Changes all the Time
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Campaign KPI Results campaign Results PPA
Budget Spent 6.000,00 € 995,64 € 793,30 €
Impressions 3.000.000 14.366.305 499.458
Clicks 2.992 5.062
Cost per Click (CPC) 0,15 € 0,33 € 0,16 €
Participants 4.800 1.565 4.495
Cost per Participant 0,63 € 0,17 €
Extra Fans 2.000 - 670Click-through rate
(CTR) 0,02% 1,01%
Campaign ads : NESCAFE example
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Engagement����������� ������������������ &����������� ������������������ Campaign����������� ������������������ Ads
Pedigree on FacebookWat is het eerste wat jij ‘s morgens doet met je hond?
Aaike over zijn kop
Gaan wandelen
Eten geven
Page Post Ads
Lower CPC: 0,10-0,30 €Doesn’t need development of an extra creative
Attention: only 20% text allowed*Targeting: only in news feed: for more engagement & no
chopped off copy
Focus on Engagement Ads
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Fan����������� ������������������ Growth
Pedigree on Facebook
Pedigree Belgium
Page Like Ads
This type of ads informs friends of our fans about the
fact they are fans with a direct invitation to become
a fan yourself.
Focus on Fan Gain Ads
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Facebook Ads: Placements
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MEASUREMENT ON A GLOBAL LEVELResults Mball prehype app
Spent on ads 2.973,58
Cost app 5.130,00 €
Visits 3.561
Unique Visitors 2.867
Unique Participants 1.867
Unique Registrations 1.568
Average Time on site 2 min 33 sec
Bounce Rate 15,05%
# Registrations 1.966
Total cost app 8.103,58 €
Cost per unique participation 4,34 €
Cost per registration 5,17 €
Ad cost per Unique Participant 1,59 €
Belgio Quiz Movies Quiz Pedigree Xmas app
3.491,19 € 5.760,69 € 2.000 €
5.130,00 € 4.495,00 € 5.715,00 €
7.616 6.788 11.748
6.956 6.063 9.951
4.281 3.791 7.285
3.609 3.520 4.882
4 min 05 sec 3 min 55 sec 5 min
11,48% 13,00% 12,00%
3.184 3.927 5.242
8.621,19 € 12.535,69 € 7.715,00 €
2,01 € 3,30 € 1,06 €
2,39 € 3,50 € 1,58 €
0,81 € 1,50 € 0,27 €
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Example of an ad plan with # options
OPTIONS 50K 30K 10K
Fan Gain 10.000 € 5.000 € 2.000 €
KPI 20.000- 30.000 fans
10.000 - 15.000 fans
4.000 - 6.000 fans
Engagement 15.000 € 2.500 € 2.000 €
KPI 450.000 engaged users
80.000 engaged users
64.000 engaged users
Campaign 25.000 € 22.500 € 6.000 €
KPI 20.000 participants
18.000 participants
4.800 participants
CPF between 0,5€ - 0,33€
CPE about 0,04€
CPP about 1,25€
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Ad Report: Colgate
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Examples for the Colgate Fan Gain Ads
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Comparison Fan Gain
Ad Budget 200,00 €
Impressions 428.238
Clicks 2.283
Extra Fans 925
KPI 800 - 1.000
Cost per Click 0,09 €
Cost per Fan 0,22 €
Results for the Colgate Fan Gain Ads
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Examples for the Colgate Engagement Ads
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Comparison Engagement Ads
Ad Budget 809,75 €
Actions / Engagements 20.874
KPI 6.760
Clicks 14.970
Impressions 665.325
Extra Fans 82
KPI 5.000 engaged users for 500€
Cost per Click 0,05 €
Cost per Engagement 0,04 €
Results for the Colgate Engagement Ads
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Evolution & trends
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P10-P11 P9 P8 P7 P4-P6 P3
CPA 0,03 € 0,03 € 0,03 € 0,04 € 0,09 € -
CPF 0,10 € - - 0,24 € 0,15 € 0,15 €
P10-P11 P9 P8 P7 P4-P6
CPA 0,02 € 0,02 € 0,02 € 0,03 € 0,05 €
CPF - 0,09 € - - 0,13 €
P10-P11 P9 P8 P5-P7 P3-P4
CPA 0,03 € 0,02 € - - -
CPF 0,12 € 0,12 € 0,14 € 0,12 € 0,10 €
Check the evolution of a client’s cost per conversion from time to
time!
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One advice: Test, test, test!
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Different KPI’s = different ad formats!
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Instagram targeting
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Different KPI’s = different ad formats!
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Twitter cards
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Twitter cards
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Twitter segmentation
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Twitter TV targeting
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Different KPI’s = different ad formats!
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Linkedin targeting
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Different KPI’s = different ad formats!
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There’s always something new
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There’s always something new
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Segmentation / targeting
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Segmentation / targeting
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Segmentation / targeting
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Segmentation / targeting: briefing
Party trip Ibiza Backpack trip Canada Wine tasting France
Citytrip Barcelona Holiday Las Vegas Shortski Alps
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Analy&cal marketeer
Skills: Google Analy0cs, Adwords, Paid Adver0sing
Timing: 1/2 days per week -‐ asap
Place: Antwerp`
Contact: [email protected]
Allround marketeer:
Skills: wri0ng, e-‐mailing, social media
Timing: as from January / February
Place: Antwerp
Contact: [email protected]
Internship opportunities
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Social Media reporting
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When are your fans online?
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Which posts work best?
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Which type of content works best?
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Fans vs people engaged
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Likes vs unlikes
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Now it’s your turn!
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Twitter analytics
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Twitter analytics
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Twitter analytics
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Linkedin Analytics
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Linkedin Analytics
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Linkedin Analytics
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Linkedin Analytics
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Google Analytics
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Facebook reporting exercise
Which content works best?
Is the targeting correct?
Is content posted at the right time?
Other insights?
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Marketing vs sales
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Quiz time!!!
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Track everything & use your learnings
Make sure you keep testing, but..
Thx! @evelinesmet