Ehsal social media metrics & advertising

Social Media

How can you growth hack your business through social media?

Metrics & Advertising

What�� are�� our�� KPI’s??

A Key Performance Indicator (KPI) is a measurable value that demonstrates how effectively a company is achieving key business objectives. Organizations use KPIs to evaluate their success at reaching targets.#

Sales KPI’s vs branding KPI’s


20% 80%


KPI = sales KPI = video views / engagement

Find 2 branding & 2 sales posts

Branding KPI’s on social media

Branding KPI’s tell us more about sales KPI’s

Reach

Engagement

Revenue

A conversion funnel is really an idea or a way to visualize and comprehend the flow and conversion of potential customers into paying customers. If you can

understand and analyze the process, then you can take actions to improve that flow.

Business Step #01

Check out

Business Step #03

Online shopping websiteGrowth Hacking

Add to cartSign upVisit website

1000

200

5040

Map your conversion funnel

Business Step #01

Business Step #03

Growth Hacking


200

50

Conversion rate = 4%

Check out

40

1000

Visit website


Online shopping website

Visit website

Business Step #01

Business Step #03

Growth Hacking

Add to cartSign up

200

50

Conversion rate = 4%

Cost per acquisition :25€

Check out

40

Cost per click :1€

Visit website

1000


Online shopping website

Business Step #01

Business Step #03

Growth Hacking


200

50

Cost per acquisition : 25€

Check out

40

Lifetime value : 100€

Cost per acquisition :25€

Revenue per user : 75€



Visit website

1000


Visit website

1000

Business Step #01

Check out

Business Step #03

Growth Hacking


200

5040

Channel testing

Facebook sign in

Show what friends have bought Give discount

Abandon cart CTA

Identify what you are going to optimize

Add CTA button

Engagement: likes / shares / comments

Video views (& engagement)

Clicks to website

Participation in a competition

Downloading an app

Other?

Perform tests with # social media channels

KPI’s on social media

Find 3 posts with 3 different KPI’s

Why ads?

1 day 3 days2 days 5 days4 days 7 days6 days

10%

20%

1 post/day, 7 days a week only reaches 21% of your fan base!

The Power of Like, Co & Facebook, May 2015

Why advertise?

Edgerank =∑ affinitye weight e time decaye

e=1 n

x x

Affinity of an edge is

higher

- For fans who

frequently interact

with your updates

- For interactions by

friends who are fans as

well

Every type of edge has a specific weight:

- On the creation side: some types of posts are worth more - On the interaction side: a

comment is worth more than a like or a share

The time decay is higher

if an edge is recent enough

An edge is an interaction with Facebook: a like, a

comment, a share as well as the post itself.

friends of fans fans

Campaign�� Ads�� to�� drive�� traffic

1.

engagement�� ads�� with�� a�� focus�� on�� interactions

2.

fan�� gain�� ads�� to�� growour�� fanbase

3.

Always classify ads by their purpose.Ad formats are changing all the time.

Three Types of Ads

Word hond van de maand!Heeft jouw hond het in zich? Nomineer hem nu voor hond van de maand!

Bart Muskala vindt Pedigree Belgium leuk.

Campaign�� Ads Engagement�� &�� Campaign�� Ads Fan�� Growth

Pedigree on Facebook

Pedigree Belgium

Pedigree on FacebookWat is het eerste wat jij ‘s morgens doet met je hond?

Aaike over zijn kop

Gaan wandelen

Eten geven

Campaign ads Page Post Ads Page Like Ads

A title, body text and image are chosen to drive direct traffic to our page or apps

or external links

Existing posts on our page (polls, pictures, videos) are targeted via

ads to our target audience for extra interactions (likes, comments or

shares).

This type of ads informs friends of our fans about the

fact they are fans with a direct invitation to become

a fan yourself.

By Means Of An Example : Changes all the Time

Campaign KPI Results campaign Results PPA

Budget Spent 6.000,00 € 995,64 € 793,30 €

Impressions 3.000.000 14.366.305 499.458

Clicks 2.992 5.062

Cost per Click (CPC) 0,15 € 0,33 € 0,16 €

Participants 4.800 1.565 4.495

Cost per Participant 0,63 € 0,17 €

Extra Fans 2.000 - 670Click-through rate

(CTR) 0,02% 1,01%

Campaign ads : NESCAFE example

Engagement�� &�� Campaign�� Ads

Pedigree on FacebookWat is het eerste wat jij ‘s morgens doet met je hond?

Aaike over zijn kop

Gaan wandelen

Eten geven

Page Post Ads

Lower CPC: 0,10-0,30 €Doesn’t need development of an extra creative

Attention: only 20% text allowed*Targeting: only in news feed: for more engagement & no

chopped off copy

Focus on Engagement Ads

Fan�� Growth

Pedigree on Facebook

Pedigree Belgium

Page Like Ads

This type of ads informs friends of our fans about the

fact they are fans with a direct invitation to become

a fan yourself.

Focus on Fan Gain Ads

Facebook Ads: Placements

MEASUREMENT ON A GLOBAL LEVELResults Mball prehype app

Spent on ads 2.973,58

Cost app 5.130,00 €

Visits 3.561

Unique Visitors 2.867

Unique Participants 1.867

Unique Registrations 1.568

Average Time on site 2 min 33 sec

Bounce Rate 15,05%

# Registrations 1.966

Total cost app 8.103,58 €

Cost per unique participation 4,34 €

Cost per registration 5,17 €

Ad cost per Unique Participant 1,59 €

Belgio Quiz Movies Quiz Pedigree Xmas app

3.491,19 € 5.760,69 € 2.000 €

5.130,00 € 4.495,00 € 5.715,00 €

7.616 6.788 11.748

6.956 6.063 9.951

4.281 3.791 7.285

3.609 3.520 4.882

4 min 05 sec 3 min 55 sec 5 min

11,48% 13,00% 12,00%

3.184 3.927 5.242

8.621,19 € 12.535,69 € 7.715,00 €

2,01 € 3,30 € 1,06 €

2,39 € 3,50 € 1,58 €

0,81 € 1,50 € 0,27 €

Example of an ad plan with # options

OPTIONS 50K 30K 10K

Fan Gain 10.000 € 5.000 € 2.000 €

KPI 20.000- 30.000 fans

10.000 - 15.000 fans

4.000 - 6.000 fans

Engagement 15.000 € 2.500 € 2.000 €

KPI 450.000 engaged users

80.000 engaged users

64.000 engaged users

Campaign 25.000 € 22.500 € 6.000 €

KPI 20.000 participants

18.000 participants

4.800 participants

CPF between 0,5€ - 0,33€

CPE about 0,04€

CPP about 1,25€

Ad Report: Colgate

Examples for the Colgate Fan Gain Ads

Comparison Fan Gain

Ad Budget 200,00 €

Impressions 428.238

Clicks 2.283

Extra Fans 925

KPI 800 - 1.000

Cost per Click 0,09 €

Cost per Fan 0,22 €

Results for the Colgate Fan Gain Ads

Examples for the Colgate Engagement Ads

Comparison Engagement Ads

Ad Budget 809,75 €

Actions / Engagements 20.874

KPI 6.760

Clicks 14.970

Impressions 665.325

Extra Fans 82

KPI 5.000 engaged users for 500€

Cost per Click 0,05 €

Cost per Engagement 0,04 €

Results for the Colgate Engagement Ads

Evolution & trends

P10-P11 P9 P8 P7 P4-P6 P3

CPA 0,03 € 0,03 € 0,03 € 0,04 € 0,09 € -

CPF 0,10 € - - 0,24 € 0,15 € 0,15 €

P10-P11 P9 P8 P7 P4-P6

CPA 0,02 € 0,02 € 0,02 € 0,03 € 0,05 €

CPF - 0,09 € - - 0,13 €

P10-P11 P9 P8 P5-P7 P3-P4

CPA 0,03 € 0,02 € - - -

CPF 0,12 € 0,12 € 0,14 € 0,12 € 0,10 €

Check the evolution of a client’s cost per conversion from time to

time!

One advice: Test, test, test!

Different KPI’s = different ad formats!

Instagram targeting

Twitter cards

Twitter segmentation

Twitter TV targeting

Linkedin targeting

There’s always something new

Segmentation / targeting

Segmentation / targeting: briefing

Party trip Ibiza Backpack trip Canada Wine tasting France

Citytrip Barcelona Holiday Las Vegas Shortski Alps

Analy&cal marketeer

Skills: Google Analy0cs, Adwords, Paid Adver0sing

Timing: 1/2 days per week -‐ asap

Place: Antwerp`

Contact: [email protected]

Allround marketeer:

Skills: wri0ng, e-‐mailing, social media

Timing: as from January / February

Place: Antwerp

Contact: [email protected]

Internship opportunities

mailto:[email protected]

mailto:[email protected]

Social Media reporting

When are your fans online?

Which posts work best?

Which type of content works best?

Fans vs people engaged

Likes vs unlikes

Now it’s your turn!

Twitter analytics

Linkedin Analytics

Google Analytics

Facebook reporting exercise

Which content works best?

Is the targeting correct?

Is content posted at the right time?

Other insights?

Marketing vs sales

Quiz time!!!

Track everything & use your learnings

Make sure you keep testing, but..

Thx! @evelinesmet

Ehsal social media metrics & advertising

Data & Analytics

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