Reid Spice - Facebook Marketing KPIs

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Reid Spice - Facebook Marketing KPIs

  1. 1. Avoiding Social kpi overload<br />28 June 2011<br />
  2. 2. A few Social KPI’s<br />Kenshoo: Proprietary & Confidential Information |<br />2<br />Uniques<br />ROI<br />Revenue<br />Clicks<br />Purchases<br />Follows<br />Social Impressions<br />Churn<br />Cost<br />CPF<br />Video Views<br />Connections<br />Downloads<br />CPL<br />Likes<br />Conv Rate<br />Mentions<br />CPM<br />Shares<br />AOV<br />Tweets<br />Retweets<br />Fans<br />CTR<br />Share of Voice<br />CPC<br />Impressions<br />CPA<br />RSVPs<br />Revenue/Click<br />Leads<br />
  3. 3. Kenshoo: Proprietary & Confidential Information |<br />3<br />Social KPI’s & Context<br />CTR & CPC<br />Volume & Performance<br />Attribution<br />
  4. 4. Kenshoo: Proprietary & Confidential Information |<br />4<br />CTR & CPC<br />
  5. 5. Facebook has plenty of impressions<br />Kenshoo: Proprietary & Confidential Information |<br />5<br />Source: Comscore May 2011<br />
  6. 6. The Impression Issue<br />Kenshoo: Proprietary & Confidential Information |<br />6<br />Marketplace Ads drive <br />lots of impressions!<br />You can’t track view-through <br />conversions with Marketplace Ads<br />
  7. 7. Clicks are hard to come by<br />Kenshoo: Proprietary & Confidential Information |<br />7<br />Average Display CTR <br />0.10 %<br />Average Facebook CTR <br />0.05 %<br />Source: Webtrends Feb 2011<br />
  8. 8. CTR correlates directly to CPC<br />Kenshoo: Proprietary & Confidential Information |<br />8<br />Source: Kenshoo Social May 2011<br />
  9. 9. Kenshoo: Proprietary & Confidential Information |<br />9<br />Targeting volume & performance<br />
  10. 10. U.S. Population Distribution by Age<br />Kenshoo: Proprietary & Confidential Information |<br />10<br />
  11. 11. Facebook Population Distribution by Age<br />Kenshoo: Proprietary & Confidential Information |<br />11<br />Source: Facebook API June 2011<br />
  12. 12. FB Fans of “Justin Bieber” Age Distribution<br />Kenshoo: Proprietary & Confidential Information |<br />12<br />Source: Facebook API June 2011<br />
  13. 13. FB Fans of “Opera” Age Distribution<br />Kenshoo: Proprietary & Confidential Information |<br />13<br />Source: Facebook API June 2011<br />
  14. 14. Kenshoo: Proprietary & Confidential Information |<br />14<br />So Facebook’s audience skews young…<br />who cares?<br />
  15. 15. U.S. Income by Age<br />Kenshoo: Proprietary & Confidential Information |<br />15<br />Source: U.S. Census 2010<br />
  16. 16. Average Facebook CPC by Age<br />Kenshoo: Proprietary & Confidential Information |<br />16<br />Source: Facebook API June 2011<br />
  17. 17. Kenshoo: Proprietary & Confidential Information |<br />17<br />Test different combinations of targets to maximize volume and ROAS<br />
  18. 18. Kenshoo: Proprietary & Confidential Information |<br />18<br />Attribution & facebook performance<br />
  19. 19. (Last Click)<br />Set an attribution model to reflect the true value of each engagement<br />Blue T-Shirt<br />Great Prices<br />T-shirt.com<br />Red T-Shirt<br />XL Size Available<br />T-shirt.com<br />Green T-Shirt<br />Great Prices<br />T-shirt.com<br />Keyword 1<br />Keyword 2<br />Keyword 3<br />40%<br />25%<br />10%<br />5%<br />10%<br />10%<br />40%<br />25%<br />25%<br />25%<br />0%<br />0%<br />0%<br />100%<br />60%<br />25%<br />Most Advertising Tracking Systems report and act on only the last click prior to purchase<br />19<br />
  20. 20. Kenshoo: Proprietary & Confidential Information |<br />20<br />Attribution Model Comparison<br />* Percentage increase in Revenue using different attribution models: Apparel client, Fall 2010<br />
  21. 21. Kenshoo: Proprietary & Confidential Information |<br />21<br />If you’re using Last Touch, you’re under-reporting FB Performance<br />
  22. 22. Kenshoo: Proprietary & Confidential Information |<br />22<br />Thank You<br />Reid Spice, Director of Product Strategy<br />reid.spice@kenshoo.com<br />www.Kenshoo.com/Social <br />
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