wie messe ich den wert meiner linkedin kampagnen in harter währung?
Post on 22-Jan-2018
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Learn how to measure the value of your brands LinkedIn activities!
ROLAND FIEGE Head of Social Strategy EMEA
The Hidden Champion?
Source: https://www.flickr.com/photos/tahini
#1: The Social Landscape
Current State of The Big Four
21.April16 3
Feature
Network LinkedIn Facebook Twitter YouTube
Discovery Thought Leadership Influencers Online Video
leader
Global Users >1600 mm >414 mm >305 mm >1000 mm
Recommended for
• Performance marketing
• Storytelling with photo and video
• Content marketing with thought leadership
• Employer Branding • King of B2B
• Live event communication
• Influencer marketing
• Visual branding with video
A close-up on LinkedIn
4
LinkedIn FY13 FY14 FY15
Members (million) 277 347 414
Monthly active members (million)
73 87 98
Talent Solutions
(% revenue) 60% 60% 63%
Marketing Solutions
(% revenue) 20% 20% 19%
Premium Subscriptions (% revenue)
20% 20% 18%
Content Marketing on LinkedIn
5
Slideshare Company Pages
Pulse
• Long term content • Content Distribution • Thought Leadership
• Professional identities • Insight & knowledge • Support content marketing
• Brand Vision • Engage with users • Show case pages
#2: Carefully consider your Audience
21.April16 7
Facebook Vs LinkedIn Demographics
Gender
Network LinkedIn Facebook
49% Male 51% Female
79% Male 21% Female
Age 26% of users
25-34 21% of users
< 35
Active Users
(Monthly UK)
49% Male 51% Female
65% of users < 34
60 million views every month 31 million 15 million
21.April16 8
Facebook vs LinkedIn User Behaviour
#3: Know your Insights
What LinkedIn Measures
10
Followers
Page
Page Views Engagement Reach
Posts
Careers
Jobs Employees
Organic content visibility for one of our bigger LinkedIn global clients
Source: LI: our clients • 2015 FB: Our clients – 2015
LinkedIn Average
reach per post
Engagement Visibility
AVERAGE 25,992 0.87% 6.30%
94% of your connections don’t organically see your content Investment on LinkedIn
Facebook Average
reach per post
Engagement Visibility
AVERAGE 23,599 - 1.98%
98% of your fans don’t organically see your content Investment on Facebook
I.E. You need paid activity!
Ad Formats on LinkedIn
Sponsored updates Text ads
#4: Likes, clicks, shares; Who cares?
“I’ve got Likes, clicks and Shares but no idea what they’re worth.”
14
“We don’t internally have the confident data we need to convince leaders or peers that they should invest in
some of this new technology or positions
or skills that will be crucial to a growth plan”
Adrian Parker, Patron Spirits Company
“I also have no clue about what’s
working and what’s not.”
US fast food client
15
“What would I have had to
pay to achieve the same result?”
EMV works across channels, and is easily
calculated and automated to allow daily measurement.
We need one performance metric to rule them all
Earned Media Value
(in cash) €
16
How Does It Work? OUTPUTS PERFORMLY PROCESS
17
RTs COMMENTS COMMENTS LIKES @REPLIES
CLIENT’S PAID
MEDIA RATES
AGENCY PAID MEDIA
INSIGHTS
ASSIGN EARNED VALUE
AGGREGATE BRAND
EMV
SOCIAL PERFORMANCE DASHBOARD,
MONTHLY REPORTS
SHARES
BENCH-MARK DATA
SOCIAL MEDIA MONITORING KPIs WEBSITES
FORUMS
SUBSCRIBERS MENTIONS
BLOGS
YOUR SOCIAL KPIs
PROMOTED TRENDS, ETC.
VIDEO POSTS
PHOTO POSTS
PROMOTED POSTS
COMMENTS FAVES
PHOTO TWEETS
VIDEO TWEETS
VIDEO PLAYS
LIKES
CHANNEL SUB-
SCRIBERS
FAVES
SHARES
PROMOTED POSTS
VIDEO POSTS
PHOTO POSTS
COMMENTS
SHARES
Example Performly content performance chart
18
FAN ACQUISITION
FAN
EN
GA
GEM
ENT
0 2 4 6 8 10
20
40
60
This post has low
engagement, low
acquisition. Performly
might calculate EMV at
€16.50. Total.
Job postings find the right
talent but LinkedIn has a
lot more potential for your brand
Content performance
19
FAN ACQUISITION
FAN
AEN
GA
GEM
ENT
0 2 4 6 8 10
20
40
60
This post has high acquisition
and a little engagement.
Performly might calculate it’s worth €2295.
Content performance
20
FAN ACQUISITION
FAN
EN
GA
GEM
ENT
0 2 4 6 8 10
20
40
60
This post is doing everything right.
High acquisition & high engagement. Performly says it created €5.580 of marketing impact
and grew their fanbase.
Now you can justify social budgets for paid ads AND content by showing financial impact
21
THESE NEW FANS, AND OUR EXISTING FANS,
CREATED
OF NEW MEDIA AND TOUCHPOINTS
“HEY, THANKS FOR THE
OUR SOCIAL PROWESS PRODUCED
OF MARKETING IMPACT!”
PERFORMLY SAYS WE GAINED
NEW FANS
12,500 47.725€
“MS. CFO, I’D LIKE
TO PROMOTE THIS POST:”
€10.000 10.000€
47.725€
22
And optimised social
performance means your Social Team
finally has a seat at the Budgeting
Table
LINKEDIN / PERFORMANCE OVERVIEW
497,944
€ 90,124 TotalNewFollowers
PaidNewFollowers
OrganicNewFollowers
32,335
32,26966
€48,404
€48,404-
TotalEngagements 37,636 €17,027PaidEngagements 1,332 -OrganicEngagements 36,304 €17,027
TotalImpressions 5,060,287 €24,694PaidImpressions 121,859 -OrganicImpressions 4,938,728 €24,694
Example LinkedIn performance charts
Example LinkedIn performance charts TopOrganicContentbyEMVYourtop10organic,non-sponsoredposts,overyourselectedOme-periodsortedbyEMV
real counts; illustrative benchmark criteria
Example Facebook performance charts
Example Facebook: Organic Vs Paid Reach
Example Twitter performance chart
Example YouTube performance chart
YouTube Top Ten Videos EMV
Who uses Performly?
Three global automotive clients
A global pharmaceutical manufacturer
A national railway system
A leading e-commerce site
A global insurance provider
The world’s largest bakery
Getting started
1. We assess how many social channels you want to measure (on Facebook, Twitter & YouTube).
2. We price a 3-month trial so you can see how your social team, ads, and content perform.
3. Our media analysts meet/phone weekly to walk through performance and insights, and to make recommendations on your social approach.
4. At the end of the trial, you decide if you want to extend the contract to one year.
Q&A
FOR MORE INFORMATION, CONTACT ROLAND FIEGE, HEAD OF SOCIAL STRATEGY, EMEA, IPG MEDIABRANDS: ROLAND.FIEGE@MBWW.COM
Thank you!
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