Sell or Perish! Performance-based Approach to Social Media

Pavel Šíma, RobertNemec.com @pavel_sima, @RobertNemec_com

BabelCamp, 8/31/2013, Brno

1) brandbuilding

Building relationship with customers

Foto:  ©  Brand  Baby  /  Adbusters.org  

2) crowdsourcing

  Get inspired by your customers   Ask them for advice

Foto:  ©  Salajean  /  Shu9erstock.com  

3) helpdesk

Customer care

Foto:  ©  wavebreakmedia  ltd/  Shu9erstock.com  

4) networking Connecting those who have something in common

Foto  -­‐  zdorj:  Tkcarsites.com  

5) feedback platform Listen to your surrounding and your customers

Foto  -­‐  zdoj:  h9p://cte.uwaterloo.ca  

6) retention

Don‘t lose your heard

The truth is, though, that most of the

clients don‘t care unless they see the money in it.

You have to convince them that social media will have at least

ROI = 1

ad spend + agency spend (+ outsource)

≤ revenue * gross margin

How do I know that the revenue is coming from Facebook? (the problem of attribution)

Don‘t waste your time reading

case studies

Branding

View-through

Assisted

Last click

Google Analytics Conversions Ecommerce Source / medium

Last click attribution

Google Analytics Conversions Multi-Channel Funnels Assisted conversions

Assisted conversions

Google Display Network integrated with Google Analytics or other platforms such as AdRoll

View-through conversions

This stuff is really complicated, so I‘ll skip that

All the people who will buy because of your social media presence (the power of branding)

Branding

View-through

Assisted

Last-click

ROI 1

ROI 1

ROI 1

ad spend + agency spend (+ outsource) ≤

last click revenue * gross margin

ROI 1

All what was said in this presentation applies to middle-size ecommerce sites, retailers and other online businesses on Facebook. To other types of businesses and social media platforms without guarantee.

Got questions? Go ahead   Pavel Šíma   @pavel_sima

  RobertNemec.com   www.robertnemec.com   @RobertNemec_com