how to get roi from your invested time, skill and money into social media - babelcamp 2013
DESCRIPTION
Striving for engagement and analysing Social-Media-only metrics such as Likes and Comments leads into frustration and a feeling that any image of a kitten can beat your well crafted brand-related message in engagement. But Facebook is a money-making machine and its users actually are willing to listen to your advertising messages.TRANSCRIPT
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
&AQPUT YOUR QUESTIONS