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TRANSCRIPT
The value of
Social Media Campaigns
1. Introduction
2. Social Media at momondo
3. New focus for Social Media
Campaigns
4. What to measure
1. Measuring the ROI
5. Attributing value to Social
Campaigns
6. Summing up and key take-aways
7. Questions
AGENDA
Me: Camilla Moe Bogen
• Global Head of Social Media at
momondo
• Been with momondo for 2,5 years
• Specialized in online marketing and
social media
• 10 years in the travel industry
INTRODUCTION
• Travel meta-search site - present in 30+ markets
• Based in Copenhagen
• Social Media Team developing overall strategy, global social media
content, managing budgets, setting targets and KPIs, analysing results,
training country managers and sharing best practices
• 20+ in-house country managers
– Specialized in online marketing and their markets
– Creating and managing local campaigns
• Many differences across markets – what works where?
SOCIAL MEDIA AT MOMONDO
Test Measure Scale
SOCIAL MEDIA AT MOMONDO
In the past: Focus on building social proof and infrastructure.
Now: Moved focus away from likes and followers,
to instead find ways that social media can drive valuable
traffic and revenue.
Campaigns focused on
• Driving traffic to site
• Driving revenue from social media campaigns
• Driving brand awareness and loyalty through social media.
NEW FOCUS OF SOCIAL MEDIA CAMPAIGNS
A lot of great content – but not many people saw it.
What changed?
• Started promoting blog content on Facebook to drive traffic to
the site.
We proved that
• With relevant high quality content we could drive large
volumes of traffic at a low cost
• We could get high CTR on campaigns
• We could drive high levels of engagement
… But how do you prove the ROI of this?
NEW FOCUS OF SOCIAL MEDIA CAMPAIGNS
What have we seen so far?
• Global content has worked well across markets
• Tests show good performance of local content - Scaling up local content
production.
• Be local & personal!
Global content
• CTRs of over 5%
• CPCs below 0.1 € on campaigns across markets
• Campaigns driving revenue (same session) and positive ROI
• High engagement, organic visits from shares
• Conversion rates of up to 20%
• Reaching millions of users, and getting hundreds of thousands of clicks.
• High quality content and high engagement on paid Facebook posts
improved page rank, and increased organic reach and engagement
across markets.
SOCIAL MEDIA CAMPAIGN RESULTS
Impressions
CPC
Reach Website
clicks
Conversions
CTR
Share rates
on content
Engagement rates
Time spent
on site
Conversion
rate
New visits
Revenue
Return visits
ROI
Actions
Bounce rates
CPM
Likes
Mentions
Sessions
WHAT TO MEASURE?
MEASURING THE ROI
Make sure that everything is tagged and can be tracked
• Base optimizations and decisions on data!
• Develop new content based on data.
Implement conversion tracking pixels, and track relevant events
• E.g. searches, redirects, bookings, newsletter sign-ups…
Find the KPIs that are most important to your business, and measure
them!
• Purchase intent, engagement, redirects or bookings?
• Revenue based on same session, 30 days, post-click, post-view?
How much value should be attributed to the campaigns?
Importance of appropriate attribution
model
• Last click will underestimate value of
social
• Consider look-back windows
• Inspirational content
• Higher in the purchasing funnel
Analyze conversion paths to find
touchpoints of social, and which
channels users come back through.
ATTRIBUTING VALUE TO SOCIAL CAMPAIGNS
The value of views
• How much value should be attributed to
post view conversions?
Important to attribute some value
to post view conversions
• Look-back window and attribution rate
depends on the behavior of your users.
Measure the value of users from Paid Social campaigns,
who did not convert
A few tips:
• Users coming back through direct traffic, organic search or paid brand
searches.
• Create audience groups, retarget these groups on paid search, and
compare their performance to users who never visited momondo
• Value of exposing users to the brand
• Results: Higher CTR, higher conversion rate and better ROI.
Showed the value of exposing users to our brand.
Easier to get the user back through other channels.
THE VALUE OF SOCIAL MEDIA USERS
Find out which KPIs and metrics are most important to your business
Measure them!
Make decisions based on data. When you have data on what works
scale up!
• Implement conversion tracking, and tag up all campaigns to your analytics platform,
to analyze performance and enable better optimizations
• Move away from last click attribution models, consider look-back windows and view-through
conversions.
• Don’t talk about likes, engagement etc., but about revenue, conversions and ROI.
SUM UP & KEY TAKE-AWAYS
THANK YOU!