Bebo Presentation - Measurement Camp Dublin


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Phil Macartney from Bebo presents on measuring social media, at Measurement Camp Dublin.

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  • Bebo provides a number of ways through which marketers can connect to its users. These can be loosely split into to two camps from more traditional online media, where the marketer controls the message that is broadcast to a specific audience, through to what we call engagement solutions, where marketers are essentially seeding some control, in an attempt to not just convey a message to a group of users, but to become part of the conversation.   These connections can be achieved in a number of ways and the tools that enable this are becoming richer every day, from branded content, quizzes, polls, skins, widgets/apps, profiles and integrations through to pioneering platforms such as Bebo’s Open Media and ‘Bebo Originals’ (original programming).   In the interests of time I cannot elaborate on all of these today and will instead focus on one of the more recent innovations in this sphere – branded content and entertainment.
  • Bebo Presentation - Measurement Camp Dublin

    1. 1. Measurement Camp “ So if I spend 12 grand and I get 4000 friends that means I am spending 3 euro a friend?” NO
    2. 2. This is what we sell on the site – <ul><li>Sponsorships </li></ul><ul><li>Product integration </li></ul><ul><li>Pre-rolls </li></ul><ul><li>Companion banners </li></ul><ul><li>Brand Profiles </li></ul><ul><li>Skins </li></ul><ul><li>Widgets </li></ul><ul><li>Applications </li></ul><ul><li>MPUs </li></ul><ul><li>Banners </li></ul><ul><li>Skyscrapers </li></ul>Engagement Marketing Original Programming Traditional Online Ad Sales Video advertising / Open Media
    3. 3. For this part, there is a value measurement..... Traditional Online Ad Sales
    4. 4. For this part, there is none.... Engagement Marketing
    5. 5. <ul><li>Lets take a Coca Cola Campaign that ran in April 09 </li></ul><ul><li>Using low averages from both online and offline media we can try and assess what Bebo should have charged </li></ul><ul><li>From the findings here can we extrapolate values to other web 2.0 platforms? </li></ul>Lets break down a campaign...
    6. 6. Display media – before click throughs etc this is exactly the same as a newspaper ad or an outdoor ad. Avg online cpm 3eu (very low estimate) At a low figure of 20m impressions across this media this gives us a spend of 60k euro
    7. 7. This measurement gives us a base from which to build our engagement model Base = display promoting engagement site/profile
    8. 8. The next level is the action/the click through Base = display promoting engagement site/profile 17,000 visits to the page. 17,000 calls to action. What is a fair cost per action here. What value does bringing the consumer to the brands page have?
    9. 9. The next level is the action/the click through Base = display promoting engagement site/profile Would this be the part of the pyramid where blogs could count their impressions at? To price these can we look at advertorial cpt rates?
    10. 10. Engagement Base = display promoting engagement site/profile In terms of interactions and engagement the Burn profile page had 126 Comments 7 photo uploads 70 quizzes taken 679 skins used
    11. 11. Engagement Base = display promoting engagement site/profile What medium or marketing product can we use to give us a low base cpm for this type of interaction? 3 eu cpm 15 eu cpm
    12. 12. Friends – a part of engagement or something more? Base = display promoting engagement site/profile
    13. 13. What about cost per engagement ? <ul><li>Some brands are now looking at this moving forward </li></ul><ul><li>Invert the pyramid and the brand pays for how many engagements it achieves at a very high cpm </li></ul><ul><li>This would only be fair if the media owner was given carte blanche over the entire campaign </li></ul><ul><li>Otherwise the brands creative might be the reason for poor engagement </li></ul>
    14. 14. Problems for you to solve in the next hour! <ul><li>Online valuations in Ireland fluctuate wildly and have no real bearing on traditional marketing values – this undoubtedly has an affect on engagement marketing value measurement </li></ul><ul><li>Ratios – if we can figure out a ratio between traditional online marketing and marketing 2.0 it will be easier to get buy in from brands </li></ul><ul><li>Potency – where does this type of marketing stand within the media mix? </li></ul><ul><li>Grading – can we grade engagement to allow easy adoption of new platforms by marketers and brands? </li></ul>