Sell or perish: Performance-based Approach to Social Media

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We found out the best approach to social media work for mid-sized clients: Promise them that their social media presence will have an ROI of at least 1. And then deliver on that promise. …

We found out the best approach to social media work for mid-sized clients: Promise them that their social media presence will have an ROI of at least 1. And then deliver on that promise.

In the presentation, we'll show you how can calculate your social media ROI, how you can attribute revenue to Facebook and what are the other benefits social media will bring to your clients after the condition of ROI = 1 is matched.

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  • tell you what we learned the hard wayWhat I also believe should be a standard among agencies.Adam was talking about the enviroment in his keynote speech.
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  • Výzkumy NPS (net promoter score) – fanoušcinasociálníchsítíchmajívyššískóre
  • So how do you make them care?
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  • every presentation needs to have a devil’s advocate here.
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  • telcos,Coca-cola, British-Petrol, Airlines, bank, Raise your handsVodafone or O2I find it absurd
  • different layers of certainty
  • Don’t have to be direct sales. Leads, open accounts, prospects, contacts, email addresseslead (filled-out form) worth 50 Euros
  • What do we say to our clients? Give us three months.Why do we do this – 1) to convince him to work with us, 2) set very healthy goals to ourselves
  • love from customers, adoration,
  • Generate most jobs and economic growth so I hope that’s legit.
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Transcript

  • 1. Sell or Perish!Performance-based Approach to Social Media Pavel Šíma, RobertNemec.com @pavel_sima, @RobertNemec_com BabelCamp, 8/31/2013, Brno
  • 2. 1) brandbuilding Building relationship with customers Foto:  ©  Brand  Baby  /  Adbusters.org  
  • 3. 2) crowdsourcing   Get inspired by your customers   Ask them for advice
  • 4. 3) helpdesk Customer care Foto:  ©  wavebreakmedia  ltd/   Shu9erstock.com  
  • 5. 4) networking Connecting those who have something in common
  • 6. 5) feedback platform Listen to your surrounding and your customers Foto  -­‐  zdoj:  h9p://cte.uwaterloo.ca  
  • 7. 6) retention Don‘t lose your heard
  • 8. The truth is, though, that most of the clients don‘t care unless they see the money in it.
  • 9. You have to convince them that social media will have at least ROI = 1
  • 10. ad spend + agency spend (+ outsource) ≤ revenue * gross margin
  • 11. How do I know that the revenue is coming from Facebook? (the problem of attribution)
  • 12. Don‘t waste your time reading case studies
  • 13. Branding View-through Assisted Last click
  • 14. Google Analytics  Conversions  Ecommerce  Source / medium Last click attribution
  • 15. Google Analytics  Conversions  Multi- Channel Funnels  Assisted conversions Assisted conversions
  • 16. Google Display Network integrated with Google Analytics or other platforms such as AdRoll View-through conversions
  • 17. 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)
  • 18. Branding View-through Assisted Last-click
  • 19. ROI 1
  • 20. ROI 1
  • 21. ROI 1 ad spend + agency spend (+ outsource) ≤ last click revenue * gross margin
  • 22. ROI 1
  • 23. 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.
  • 24. Got questions? Go ahead   Pavel Šíma   @pavel_sima   RobertNemec.com   www.robertnemec.com   @RobertNemec_com