Social ROI: bullshit & reality
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Transcript of Social ROI: bullshit & reality
Majority of the companies
on the Belgian Market
Big Multinationals Small & Medium Companies
Big Marketing Budget Limited Marketing Budget
Innovation Budget No Innovation Budget
Failure is an option Failure is NOT an option
Majority of the cases
in Social Marketing
Conferences
Daring Advertisers Cautious Advertisers
@thefrenchflo
What he is usualy told OUR BEST POST EVER WAS
”CLICK ON LIKE IF YOU LIKE US”!
WE MANAGED TO HAVE
25% MORE FANS THAN OUR MAIN COMPETITOR!
3.5 RESHARE PER
POST!
WE CREATED BUZZ!
150.000 VIDEO VIEWS!!
@thefrenchflo
More Likes = More Clients
16.212.370 fans779.041 fans
7.300 cars sold in 20151.800.000 cars sold in 2015
Revenue 2015: 45 billion € Revenue 2015: 3 billion €
x20
x246
x15
@thefrenchflo
More Likes = More Clients
1.498.906 fans3.129.481
51% under 1832% under 18
Not responsible for the household shopping
@thefrenchflo
Brand Visibility Through Video
Video marked as read after 3 seconds
Autoplay
85% of videos are seen without sound
@thefrenchflo
For the cautious advertiser,
you’re supposed to be
a Social Media
Marketing
Elton John
@thefrenchflo
Increasing social cases with
small and medium
companies
Social Agencies Marketing Agencies
Young Old
First on Social Late on Social
Sexy NOT sexy
Majority of the cases
in Social Marketing
Conferences
Innovation Expert Integration Expert
@thefrenchflo
3 Unsexy Tools adapted for Social
Social Ids
Social Data
Social Interactions
Social Links
SOCIAL CRM
@thefrenchflo
3 Unsexy Tools adapted for Social
000 001
010
011
110
111
101100
Bitmap Activity of the last 3 years% of each transitionBasket value of each categorySplit Social/ non Social activity
40%
60%
52€ 61€
@thefrenchflo
ROI=number ofCUSTOMERS
Average yearly
BASKETMarketing
COSTSyears ofACTIVITY
x x( ) -[ ]
@thefrenchflo
ROI=number ofCUSTOMERS
Average yearly
BASKETMarketing
COSTS
Increase Increase Increase Decrease
years ofACTIVITY
x x( ) -[ ]
@thefrenchflo
In a Retention contextAfterBefore
000 001
010
011
110
111
101100
000 001
010
011
110
111
101100
@thefrenchflo
In a Retention contextAfterBefore
000 001
010
011
110
111
101100
000 001
010
011
110
111
101100
24%
76%
21,1% - 27,2% - 23,7% - 24,5% -23,9%
9.110
Example: e-commerce
@thefrenchflo
In a Retention contextAfterBefore
000 001
010
011
110
111
101100
000 001
010
011
110
111
101100
24%
76%
35%
65%
9.1103.188
Expected: 2.186 Expected: 2.18682,23€ 84,01€
Example: e-commerce
@thefrenchflo
In a Retention contextAfter
000 001
010
011
110
111
101100
35%
65%
3.188
Expected: 2.186 84,01€
@thefrenchflo
In an Upsell context
Social Ids
Social Data
Social Interactions
Social Links
SOCIAL CRM
@thefrenchflo
In an Upsell context
Social Ids
Social Data
Social Interactions
Social Links
SOCIAL CRM
@thefrenchflo
In an Upsell contextWith social interaction
000 001
010
011
110
111
101100
Without social interaction
Global
@thefrenchflo
In an Upsell contextWith social interaction
000 001
010
011
110
111
101100
Without social interaction
Global
@thefrenchflo
In an Upsell contextExample: Retail
Bought in last 6 months
Custom audience
1 product per week
26 weeks
60% match
101€
91€ 1,4 order / customer
1,6 order / customer3.681
2.189
1.492
@thefrenchflo
Current Marketing Mix
Average Basket
% Conversion Opt-in Client
Cost per Sales
Cost per Opt in
Cost per Click
Cost per impression
In a Marketing Optimization context
@thefrenchflo
Cost per Active Lead(subscribed to the newsletter, still active 3 months later)
In a Marketing Optimization contextExample: Client FMCG
16€
6€
4€
@thefrenchflo
Case: Permesso Permesso Turbo
Email Prospection Email + Facebook Prospection
0,15€
1€
6,67€
11,11€
@thefrenchflo
150€ = 1000 email sent
0,15€
1€
6,67€
11,11€
1000
150
22
13
150€ = 500 email sent + 75€ on Facebook
1,35€
5,60€
500
150+ads
111
27
CPC / 5
CPL / 2
@thefrenchflo