daniel ackermann - on sm monitoring
DESCRIPTION
Zakaj oglaševalci še vedno ne merijo učinkovitosti svojega komuniciranja na družbenih medijih? Sploh lahko govorimo o vrednosti klika na »Všeč mi je«? Kako lahko izmerimo povrnitev vložene investicije (ROI) na novih družbenih platofrmah, kot so Pinterest? Kje naj poiščemo primere dobrih praks? So družbena omrežja lahko prodajne orodje in če, kako?TRANSCRIPT
Daniel Ackermann CoFounder
SOCIALpuzzle
Facebook performance & cases
On Facebook Number of fans Talking about Interaction
Off Facebook Sales ROI Other
Facebook performance
Campaigns Short term
Pages Long term
Types of Facebook promotion
Campaign cases
One of the biggest cosmetic retail chains in Croatia
BIPA case
BIPA wanted to develop Facebook presence Boost sales
Target: Women 20-40
Campaign goal
Campaign – every fan gets 15 % off
Results
15 000 new fans
Target achieved: 95 %
10 000 coupons redeemed
150 % bigger purchase
BIPA Valentine
Coupon with 30 % discount on any parfume
Results
0.06% 0.17%
27.53%
0.17%
Print no1 Print no2 Facebook Leaflet
Channel Copies
Print no1 200000 Print no2 15000 Facebook 1729
Leaflet 369000
Facebook is 150 to 450 times better than others and cheaper
Used
124 25
476
640
Response
0,06% 0,17%
27,53%
0,17%
What about branding?
Iskon is one of biggest Croatian telecommunications company
Iskon case
Iskon Memory
User has to find all pairs of branded images
Live: 15 days
Time in app: more than 60 minutes
Result
Iskon Memory
Facebook page cases
Fans: 126 000
Interaction per post: 140
AVG talking about: 5000
BIPA
Example - BIPA
10 000 clicks
Avg 1 post per day cca. 365 posts per year
1 post
Largest Eye Clinic in Croatia
Eye Clinic Svjetlost
Fans: 22 300
Interaction per post: 110
Avg talking about: 2000
Eye Clinic Svjetlost
Measurement
How did you find us?
Result
Results are measured for the whole online promotion, but Facebook is integral part
1 € 40 € +
One of the strongest news portal in Croatia
24sata.hr
Fans: 435 000
Interaction per post: 300
AVG talking about: 15 000
24sata
24sata
Results:
AVG pages/visit: 3 If CPM = 8 € On 3 year basis, fan value would be: 6 €
In Slovenia even more
Fans FB monthly visits Visits/fan 300 000 2 300 000 7.2 400 000 3 000 000 7.5
Work for the numbers and the numbers will work for you
Questions?
[email protected] facebook.com/danielackermann
@danielackermann
www.istudio.hr www.socialnumbers.com www.mediatoolkit.com www.socialpuzzle.com
SOCIALpuzzle