BRANDZ
FRIENDZ
ROIONFACEBOOK-TIME,MONEYANDEFFORT
156 Facebook apps in 2012, over 350 overall
App. 1 600 000 users in our apps
App. 2 870 000 fans in analysed FB Pages
Mana...
TIME
SOFACEBOOK
ALLOWS
1
2
3
4
And loads of it...
KNOWLEDGE
EMOTIONS
MONEY
Tools, people, advertising, or while buying fan...
NUMBER OF FANS/FOLLOWERS/VIEWS
WHATARE
THEUSUAL
METRICSWE
USE
1
2
3
4
Our precious...
FACEBOOK ENGAGEMENT
EMOTIONS - SENTI...
CUSTOMER
CARE
In case of Facebook, unofrtunately, we are fed by vast
amount of data that usually leads to the conclusion
that the inform...
MAKE
CONTENT,
THEYSAID.
SOCIALISNOT
ADVERITISING,
THEYSAID.
CONTENTOF
CZECHPAGES
Admins.
The lonely wolves striving for these self-explanatory
numbers.
‣ So we:
‣ Ask fo Likes in case of consent and for ...
SO
ADVERTISING
ISLESS
MEANINGFUL
THANTHIS?
DOWHATYOU
KNOW-
MEANINGFUL
BRANDED
MEESSAGES
WITHCLEAR
AIMAND
BRAND
CONNECTION
Jasperʼs Market"
Food/Grocery!
Most of these ad formats are actually posts (and
could be dark posts).
Post equals advertising. Always has equalled.
Yes, ...
WEMIS-
UNDERSTAND
THEREASON
OFLIKE
Study conducted by Lithium and the Chief Marketing
Officer Council, sample of 1300 resp...
So it seems that fans are rather greedy bastards than
emotion driven “supporters”, aren’t they?
WEMIS-
UNDERSTAND
THEREASO...
THEKEYTO
ROIINSOCIAL
MEDIA
GATHERINGDATA
DELIVERINGCOMMERCIAL
MESSAGESTORIGHTPEOPLE
ATRIGHTTIME
CUSTOMERCARE
That users are able to track up to 3 main account
agendas - they give a blink, see, understand what they
can expect in the...
...AND CROSSING
THE DATA
(SOURCES)
FACEBOOK
“ITSELF”AND
TIME
SMAS
TRAFFIC
SOURCE
SKLAD,
ÚČETNICTVÍ
2MAINAIMSOF
DATA
GATHERINGAND
USAGE
vs.
CAMPAIGN
FACEBOOK
API
PAYMENTS
CAMPAIGN
$
THESECRET
OFLIKE
{
"id": "584781745",
"name": "Jakub Svoboda",
"first_name": "Jakub",
"last_name": "Svoboda",
"link": "htt...
LIKETRENDS
AREABLETO
REVEALALOT
OFSECRETS
ABOUTUS…
I.E.WEARE
STUPID Prediction accuracy for certain criteria (1=100
percen...
THENIRVANA
STARTSWITH
PERMISSION
DIALOGUE
THENIRVANA
STARTSWITH
PERMISSION
DIALOGUE
DATAIS
FROM
“DARE”,TO
GIVE-
PEOPLE
KNOWWHAT
THEYARE
DOING
APPLICATION
DATA
FACEBOOKDATA APPLICATION DATA SERVER DATA
USER DATA
...thebestlongterm
businesses are
emotionsfirst,data
second. Jason Goldberg,
Founder & Chief Executive
Officer at Fab.
FACEBOOKIS
THETRAFFIC
SOURCEAND
A
MULTIPLYING
VEHICLEAT
THEEND
GIVEUS
NUMBERS!
MANYTHANKSTO
SUPERVYPRODEJ.
CZ
2 campaigns: 20,2 $ / 17,7 $
Investment: 758 Kč
Ballance: 54 orders, average order
1 083,89 Kč
turnover 60 700 Kč (umeasur...
EXISTING
CUSTOMER
60 700 Kč
Average order
1 083,89 Kč
Input
14,10 Kč
Q&A
FACEBOOK.COM/
BRANDZFRIENDZ
pavel.hacker@brandzfriendz.cz
@brandzfriendz
&AQPUT YOUR QUESTIONS
How to get ROI from your invested time, skill and money into Social Media - BabelCamp 2013
How to get ROI from your invested time, skill and money into Social Media - BabelCamp 2013
How to get ROI from your invested time, skill and money into Social Media - BabelCamp 2013
How to get ROI from your invested time, skill and money into Social Media - BabelCamp 2013
How to get ROI from your invested time, skill and money into Social Media - BabelCamp 2013
How to get ROI from your invested time, skill and money into Social Media - BabelCamp 2013
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How to get ROI from your invested time, skill and money into Social Media - BabelCamp 2013

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Striving for engagement and analysing Social-Media-only metrics such as Likes and Comments leads into frustration and a feeling that any image of a kitten can beat your well crafted brand-related message in engagement. But Facebook is a money-making machine and its users actually are willing to listen to your advertising messages.

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How to get ROI from your invested time, skill and money into Social Media - BabelCamp 2013

  1. 1. BRANDZ FRIENDZ ROIONFACEBOOK-TIME,MONEYANDEFFORT
  2. 2. 156 Facebook apps in 2012, over 350 overall App. 1 600 000 users in our apps App. 2 870 000 fans in analysed FB Pages Managing app. 1 000 000 USD in FB Ads 2 gamification systems implemented in last 6 months, 4 en routeBRANDZ FRIENDZ
  3. 3. TIME SOFACEBOOK ALLOWS 1 2 3 4 And loads of it... KNOWLEDGE EMOTIONS MONEY Tools, people, advertising, or while buying fans in India. At least we say so. Especially when those bast… when users complain...
  4. 4. NUMBER OF FANS/FOLLOWERS/VIEWS WHATARE THEUSUAL METRICSWE USE 1 2 3 4 Our precious... FACEBOOK ENGAGEMENT EMOTIONS - SENTIMENT AND SEMANTIC VALUE MONEY Year-based budget, apps and ads investments. Striving for it. No.
  5. 5. CUSTOMER CARE
  6. 6. In case of Facebook, unofrtunately, we are fed by vast amount of data that usually leads to the conclusion that the information we have is self-explanatory and self-sufficient. In case of (neat) reduction into number of fans, Likes, comments. Twitter and other platforms are less seductive thanks to the small scale of data on the easily accesed scale of an individual account. USER ACTION SIDE
  7. 7. MAKE CONTENT, THEYSAID.
  8. 8. SOCIALISNOT ADVERITISING, THEYSAID.
  9. 9. CONTENTOF CZECHPAGES
  10. 10. Admins. The lonely wolves striving for these self-explanatory numbers. ‣ So we: ‣ Ask fo Likes in case of consent and for comments in case of disagreement ‣ You create “answer us” posts ‣ Use puppies, kittents who lost their mittens, ‣ Wish nice weekends, Fridays, happy holidays... ‣ And slowly come to the point of frustration and breakpoint where you want to open a hash bar in Thailand or a cafe in Brno. INTHECHASE OFPOSITIVE NUMBERS
  11. 11. SO ADVERTISING ISLESS MEANINGFUL THANTHIS?
  12. 12. DOWHATYOU KNOW- MEANINGFUL BRANDED MEESSAGES WITHCLEAR AIMAND BRAND CONNECTION
  13. 13. Jasperʼs Market" Food/Grocery!
  14. 14. Most of these ad formats are actually posts (and could be dark posts). Post equals advertising. Always has equalled. Yes, prints are not social. But they are still way better than kittens. POSTS= ADVERTISING
  15. 15. WEMIS- UNDERSTAND THEREASON OFLIKE Study conducted by Lithium and the Chief Marketing Officer Council, sample of 1300 respondents + 132 senior marketers
  16. 16. So it seems that fans are rather greedy bastards than emotion driven “supporters”, aren’t they? WEMIS- UNDERSTAND THEREASON OFLIKE
  17. 17. THEKEYTO ROIINSOCIAL MEDIA GATHERINGDATA DELIVERINGCOMMERCIAL MESSAGESTORIGHTPEOPLE ATRIGHTTIME CUSTOMERCARE
  18. 18. That users are able to track up to 3 main account agendas - they give a blink, see, understand what they can expect in the future. In case your agenda is wishing nice weekends, they will expect whishing nice weekends. WHILE KEEPINGIN MIND
  19. 19. ...AND CROSSING THE DATA (SOURCES)
  20. 20. FACEBOOK “ITSELF”AND TIME
  21. 21. SMAS TRAFFIC SOURCE
  22. 22. SKLAD, ÚČETNICTVÍ
  23. 23. 2MAINAIMSOF DATA GATHERINGAND USAGE vs.
  24. 24. CAMPAIGN FACEBOOK API PAYMENTS CAMPAIGN $
  25. 25. THESECRET OFLIKE { "id": "584781745", "name": "Jakub Svoboda", "first_name": "Jakub", "last_name": "Svoboda", "link": "https://www.facebook.com/jakub.svoboda", "username": "jakub.svoboda", "gender": "male", "locale": "en_US" }
  26. 26. LIKETRENDS AREABLETO REVEALALOT OFSECRETS ABOUTUS… I.E.WEARE STUPID Prediction accuracy for certain criteria (1=100 percent), From the study "Private traits and attributes are predictable from digital records of human behavior" by Kosinski et al. (the Epoch Times)
  27. 27. THENIRVANA STARTSWITH PERMISSION DIALOGUE
  28. 28. THENIRVANA STARTSWITH PERMISSION DIALOGUE
  29. 29. DATAIS FROM “DARE”,TO GIVE- PEOPLE KNOWWHAT THEYARE DOING
  30. 30. APPLICATION DATA FACEBOOKDATA APPLICATION DATA SERVER DATA USER DATA
  31. 31. ...thebestlongterm businesses are emotionsfirst,data second. Jason Goldberg, Founder & Chief Executive Officer at Fab.
  32. 32. FACEBOOKIS THETRAFFIC SOURCEAND A MULTIPLYING VEHICLEAT THEEND
  33. 33. GIVEUS NUMBERS!
  34. 34. MANYTHANKSTO SUPERVYPRODEJ. CZ
  35. 35. 2 campaigns: 20,2 $ / 17,7 $ Investment: 758 Kč Ballance: 54 orders, average order 1 083,89 Kč turnover 60 700 Kč (umeasurable ROPO) Investment : turnover ratio: 1,24 % Average spent per 1 order: 14,10 KčRESULTS
  36. 36. EXISTING CUSTOMER 60 700 Kč Average order 1 083,89 Kč Input 14,10 Kč
  37. 37. Q&A FACEBOOK.COM/ BRANDZFRIENDZ pavel.hacker@brandzfriendz.cz @brandzfriendz
  38. 38. &AQPUT YOUR QUESTIONS
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