how to get roi from your invested time, skill and money into social media - babelcamp 2013

BRANDZFRIENDZ

ROI ON FACEBOOK - TIME, MONEY AND EFFORT

156 Facebook apps in 2012, over 350 overallApp. 1 600 000 users in our appsApp. 2 870 000 fans in analysed FB PagesManaging app. 1 000 000 USD in FB Ads2 gamification systems implemented in last 6 months, 4 en routeBRANDZ

FRIENDZ

TIME

SO FACEBOOK ALLOWS

1

2

3

4

And loads of it...

KNOWLEDGE

EMOTIONS

MONEYTools, people, advertising, or while buying fansin India.

At least we say so.

Especially when those bast… whenusers complain...

NUMBER OF FANS/FOLLOWERS/VIEWS

WHAT ARE THE USUAL

METRICS WE USE

1

2

3

4

Our precious...

FACEBOOK ENGAGEMENT

EMOTIONS - SENTIMENT AND SEMANTIC VALUE

MONEYYear-based budget, apps and ads investments.

Striving for it.

No.

CUSTOMER CARE

In case of Facebook, unofrtunately, we are fed by vast amount of data that usually leads to the conclusion that the information we have is self-explanatory and self-sufficient.

In case of (neat) reduction into number of fans, Likes, comments.

Twitter and other platforms are less seductive thanks to the small scale of data on the easily accesed scale of an individual account.

USERACTION

SIDE

MAKE CONTENT, THEY SAID.

SOCIAL IS NOT ADVERITISING, THEY SAID.

CONTENT OF CZECH PAGES

Admins.

The lonely wolves striving for these self-explanatory numbers.

‣ So we:‣ Ask fo Likes in case of consent and for comments in case of

disagreement‣ You create “answer us” posts‣ Use puppies, kittents who lost their mittens, ‣ Wish nice weekends, Fridays, happy holidays...

‣ And slowly come to the point of frustration and breakpoint where you want to open a hash bar in Thailand or a cafe in Brno.

IN THE CHASE OF POSITIVE

NUMBERS

SO ADVERTISING

IS LESS MEANINGFUL

THAN THIS?

DO WHAT YOU KNOW -

MEANINGFUL BRANDED

MEESSAGES WITH CLEAR

AIM AND BRAND

CONNECTION

Jasperʼs Market"Food/Grocery!

Most of these ad formats are actually posts (and could be dark posts).

Post equals advertising. Always has equalled.

Yes, prints are not social. But they are still way better than kittens.

POSTS = ADVERTISING

WE MIS-UNDERSTAND THE REASON

OF LIKEStudy conducted by Lithium and the Chief Marketing Officer Council, sample of 1300 respondents + 132

senior marketers

So it seems that fans are rather greedy bastards than emotion driven “supporters”, aren’t they?

WE MIS-UNDERSTAND THE REASON

OF LIKE

THE KEY TO ROI IN SOCIAL

MEDIA

GATHERING DATADELIVERING COMMERCIAL

MESSAGES TO RIGHT PEOPLE AT RIGHT TIME

CUSTOMER CARE

That users are able to track up to 3 main account agendas - they give a blink, see, understand what they can expect in the future.

In case your agenda is wishing nice weekends, they will expect whishing nice weekends.

WHILE KEEPING IN

MIND

...AND CROSSING THE DATA (SOURCES)

FACEBOOK “ITSELF” AND

TIME

SM AS TRAFFIC SOURCE

SKLAD, ÚČETNICTVÍ

2 MAIN AIMS OF DATA

GATHERING AND USAGE

vs.

CAMPAIGN

FACEBOOKAPI

PAYMENTS

CAMPAIGN

$

THE SECRET OF LIKE

{ "id": "584781745", "name": "Jakub Svoboda", "first_name": "Jakub", "last_name": "Svoboda", "link": "https://www.facebook.com/jakub.svoboda", "username": "jakub.svoboda", "gender": "male", "locale": "en_US"}

LIKE TRENDS ARE ABLE TO

REVEAL A LOT OF SECRETS ABOUT US…

I.E. WE ARE STUPID Prediction accuracy for certain criteria (1=100

percent), From the study "Private traits and attributes are predictable from digital records of human behavior" by Kosinski et al. (the Epoch Times)

THE NIRVANA STARTS WITH PERMISSION

DIALOGUE

THE NIRVANA STARTS WITH PERMISSION

DIALOGUE

DATA IS FROM

“DARE”, TO GIVE -

PEOPLE KNOW WHAT

THEY ARE DOING

APPLICATION DATA

FACEBOOK DATA APPLICATION DATA SERVER DATA

USER DATA

...the best long term businesses are emotions first, data second. Jason Goldberg,

Founder & Chief Executive Officer at Fab.

FACEBOOK IS THE TRAFFIC SOURCE AND

A MULTIPLYING

VEHICLE AT THE END

GIVE US NUMBERS!

MANY THANKS TO SUPERVYPRODEJ.

CZ

2 campaigns: 20,2 $ / 17,7 $Investment: 758 Kč

Ballance: 54 orders, average order1 083,89 Kčturnover 60 700 Kč (umeasurable ROPO)

Investment : turnover ratio: 1,24 %Average spent per 1 order: 14,10 KčRESULTS

EXISTING CUSTOMER

60 700 KčAverage order1 083,89 Kč

Input14,10 Kč

Q&AFACEBOOK.COM/BRANDZFRIENDZ

pavel.hacker@brandzfriendz.cz@brandzfriendz

&AQPUT YOUR QUESTIONS