Daniel Ackermann - On SM monitoring

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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?

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Daniel Ackermann - On SM monitoring

  1. 1. Daniel Ackermann CoFounder SOCIAL puzzle
  2. 2. Facebook performance & cases
  3. 3. Facebook performance   On Facebook   Number of fans   Talking about   Interaction   Off Facebook   Sales   ROI   Other
  4. 4. Types of Facebook promotion   Campaigns   Short term   Pages   Long term
  5. 5. Campaign cases
  6. 6. BIPA case One of the biggest cosmetic retail chains in Croatia
  7. 7. Campaign goal   BIPA wanted to develop   Facebook presence   Boost sales   Target:   Women   20-40
  8. 8. Campaign – every fan gets 15 % off
  9. 9. Results 15 000 new fans 10 000 coupons redeemed Target achieved: 95 % 150 % bigger purchase
  10. 10. BIPA ValentineCoupon with 30 % discount on any parfume
  11. 11. Results 27.53% Channel Copies Used Response Print no1 200000 124 0,06% Print no2 15000 25 0,17% Facebook 1729 476 27,53% Leaflet 369000 640 0,17% 0.06% 0.17% 0.17% Print no1 Print no2 Facebook Leaflet Facebook is 150 to 450 times better than others and cheaper
  12. 12. What about branding?
  13. 13. Iskon case Iskon is one of biggest Croatian telecommunications company
  14. 14. Iskon Memory User has to find all pairs of branded images
  15. 15. Result   Live:   15 days   Time in app:   more than 60 minutes
  16. 16. Iskon Memory
  17. 17. Facebook page cases
  18. 18. BIPA   Fans:   126 000   Interaction per post:   140   AVG talking about:   5000
  19. 19. Example - BIPA 10 000 clicks 1 post  cca. 365 posts Avg 1 post per day per year
  20. 20. Eye Clinic Svjetlost Largest Eye Clinic in Croatia
  21. 21. Eye Clinic Svjetlost   Fans:   22 300   Interaction per post:   110   Avg talking about:   2000
  22. 22. Measurement How did you find us?
  23. 23. Result 1 €  40 € +  Results are measured for the whole online promotion, but Facebook is integral part 
  24. 24. 24sata.hr   One of the strongest news portal in Croatia
  25. 25. 24sata   Fans:   435 000   Interaction per post:   300   AVG talking about:   15 000
  26. 26. 24sata   Results: Fans  FB monthly visits  Visits/fan  300 000  2 300 000  7.2  400 000  3 000 000  7.5    AVG pages/visit: 3   If CPM = 8 €   On 3 year basis, fan value would be: 6 €   In Slovenia even more
  27. 27. Work for the numbers and the numbers will work for you
  28. 28. Questions? daniel.ackermann@istudio.hrfacebook.com/danielackermann @danielackermann www.istudio.hr www.socialnumbers.com www.mediatoolkit.com www.socialpuzzle.com SOCIAL puzzle

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