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Bringing Smart and Sexy Back: Pay-Per-Success Model in Social Media Advertising
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Bringing Smart and Sexy Back: Pay-Per-Success Model in Social Media Advertising

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A year ago during Internet Week we launched Rock&Social, a social media agency based on a ballsy pay-per-success model. We are back to present how we made it work. We'll showcase the model, KPIs and …

A year ago during Internet Week we launched Rock&Social, a social media agency based on a ballsy pay-per-success model. We are back to present how we made it work. We'll showcase the model, KPIs and simple business cases. We hope our story will inspire and provide a framework for agencies who want to walk the talk. Rock on!

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  • Let me takeyou in a briefhistory of ourcompany. Hereis the first document weevercreated. The name rock and social wasneveractually part of our brainstorming. Initiallyitwasused a placeholder, a namethat came from the gut – but aftercoming up with a few dozen possible names – Mikael said, why not use Rock and Social? So wedecided to stick withit.
  • Our services aredivided in 3 tiers, the 1st one beingstrategy, management and e-reputation, the second one communitymanagment and public relations and the third one isdevelopment.
  • Are you still with me?
  • Ok, let’s talk about the pay-per-successmodesl.
  • Let’s look over a 5 steps business case
  • Ok,we’redone.Allit’sleftis to execute the campaign.

Transcript

  • 1. Bringing
    smart & sexy back
    The pay-per-success model in social media advertising
    Octavian MihaiRock&Social
    Internet Week New York 8 June 2011
  • 2. Social media knowledge
    Agencies
    Students
    Not sure
    What do you expect?
  • 3. Short story of R&S
    Social media & Brand community model
    Pay-per-success model & Business case
    Q&A Fun, fun, fun!
  • 4. Our story
  • 5.
  • 6.
  • 7.
  • 8. THE NAME
  • 9. Logos from cute to sexy
  • 10. July 2010
  • 11. August 2010
  • 12. September 2010
  • 13. March 2011
    Branding by our patient partners StudioFeed.ca
  • 14. Business cards cute to sexy
  • 15. August 2010
  • 16. October 2010
  • 17. March 2011
  • 18. May 2011
  • 19.
  • 20. T-shirt mania
  • 21.
  • 22.
  • 23.
  • 24. Founding principles
  • 25. Be global
    Social media
    Pay-per-success
    Work with respectful clients
  • 26. R&S 3 tier services
    STRATEGY
    PLANNING
    INSIGHTS
    Community management
    Training
    Public Relations
    SM development
    Facebook apps
    Mobile apps
  • 27. R&S 3 tier PARTNERSHIP
    DIRECTCLIENTS
    AGENCIES
    PARTNERS
  • 28. global
  • 29. Montreal
    New york
    Guadalajara
    Paris
  • 30. Passion and THEORY
  • 31. We are in the business of brand community building.
  • 32. Not (only) about
    conversations
  • 33. Not (only) about
    engagement
  • 34. Not (only) about
    technology
  • 35. Not (only) about
    conversion
  • 36. Social media
  • 37. (for lack of a better and widely accepted word)
  • 38. Is about the democratization of ideas
  • 39. Is about the creation of communities of ideas
  • 40. And from a business perspective
  • 41. It’s about creating
  • 42. meaningless
    Daniel Hernandez
  • 43. Or
  • 44. meaningful
    Daniel Hernandez
  • 45. Relationships between consumers and your brand
  • 46. Social media facilitates the creation of a consumer brand community
  • 47. YEEEEE…
    FUN, FUN, FUN!
    Gregory A. Perez
  • 48. These are your employees, your consumers, your regulators
  • 49. See your brand community as a SOCIAL CRM system on steroids
  • 50. Social media touches every aspect of your business
  • 51. hr
    Marketing
    sales
    Customer support
    Product, etc
  • 52. A simple brand community model
  • 53. Brand community is a strategic approach to business that happens to use social media
  • 54. A strong brand community will
  • 55. Decrease marketing and sales costs
  • 56. Increase brand equity and sales
  • 57. Provide detailed business intelligence
  • 58. Increase employee engagement and decrease hr costs
  • 59. Brand community attributes
    SIZE
    ENGAGEMENT
    REACH
    platforms
  • 60. Creating a brand community
  • 61. 1. Choose a brand community platform
  • 62. Think outside of facebook
  • 63. OR NOT
  • 64. General brand community
    AGGREGATOR : FACEBOOK, ELETTER, FORUMS…
  • 65. SOCIAL CRM
    SAP FACEBOOK & TWITER BUSINESS ADD-ONS
  • 66. 2. Create your ambassador VIP community
  • 67. VIP Ambassador community
    DETECT ENGAGED MEMBERS
    FANGAGER.com
  • 68. VIP Ambassador community
    PRIVATE VIP COMMUNITY
    ThisWeekInStartups.com
  • 69. 3. Detect and build your influencers community
  • 70. MVP INFLUENCER community
    INFLUENCERS AROUND YOUR BRAND COMMUNITY
    Radian6
  • 71. Generate feedback loop between your brand communities to increase size, engagement and reach
  • 72.
  • 73. Pay-per-succeSS
  • 74. Link remuneration with result milestones
  • 75.
  • 76. PAY-PER-SUCCESS Advantages
  • 77. Everybody is focused on results (agency and client)
  • 78.
  • 79. Procurement is happy
  • 80.
  • 81. Consumer gets the best deal
  • 82.
  • 83. Defining success kpis
  • 84. Remember that Social media touches every aspect of your business
  • 85. Hrkpis
    No Qualified CVs
    Employee engagement
  • 86. Marketing kpis
    Brand awareness
    MARKET SHARE VS COMPETITION
  • 87. Sales kpis
    Qualified leads
    Customer acquisition
  • 88. Community based kpis
    size
    Engagement %
    Reach
  • 89. Remuneration models
  • 90.
  • 91.
  • 92. e.g. client pays
    40% - 60% at first
    Rest only after and if 40% - 60% of results are achieved
  • 93. e.g. agency receives
    40% - 60% at first for production and to start the campaign
    Rest after results are achieved
  • 94. A Simple pay-per-success Business case & process
  • 95. STEP 1
    Monitor and analyze
  • 96. Brand & Category Development Index (BDI& CDI)
    Growth Potential Index (GPI)
  • 97. Competitor analysis
    Demographic analysis
  • 98. CTR, CPC, CPM, conversion rates, cost per acquisition, cost per lead
    profit margins
  • 99. Example
    Say, client needs to expand her facebook brand community
  • 100. Example
    Gather all necessary benchmarks: competitor analysis, demographic analysis, etc
  • 101. Tips to define kpis
    Sell an analysis mandate
    Run an initial campaign
    Benchmark on competition and previous efforts
  • 102. STEP 2
    Define your client’s kpis
  • 103. Example
    Community size: 50K
    Engagement: 10%
  • 104. STEP 3
    analyse benchmarks & negotiate
  • 105. Example
    Qualified member: $0.75
    Engagement If under 5% then $0If 5-10% then + $1 / engaged member If higher than 10% then + $1.2 / engaged member over 10%
  • 106.
  • 107. STEP 4
    Remuneration model
  • 108. Example
    a. Qualified member: $0.75
  • 109. Example
    b. Engagement / monthIf under 5% then $0If 5-10% then + $1 / engaged member If higher than 10% then + $1.2 / engaged member over 10%
  • 110. Example
    For 50 000 & 10% over 3 monthsestimated campaign cost $47.500
  • 111.
  • 112. projections
    Client was ready to pay $70 000
    Objectives50 000 & 10% = $47.500
    Result60 000 & 15% = $59.000
  • 113. STEP 5
  • 114. 5
  • 115. 5…
  • 116. 5… …
  • 117. Don’t you know that the time has arrived…
  • 118.
  • 119. STEP 5
    Execute campaign
  • 120. Be creative
    Monitor
    Optimize
    Iterate fun fun fun
  • 121.
  • 122. Recap pay-per-success
  • 123. pay-per-success phases
    Monitor and analyze
    Define your client’s kpis
    Analyze and negotiate
    Build remuneration model
    Execute campaign
  • 124. pay-per-success rules
    • 40% - 60% at start
    • 125. Higher maximum budget – keep incentives up – min 20%
    • 126. Gather best data and negotiate
    • 127. Agency must have strategic lead
    • 128. Client must pay fast
  • 129. Last thoughts
  • 130. Pay-per-success Walks the talklinking remuneration with advertising milestones
  • 131. The Brand community approach helps you Ask the right questions
  • 132. social media Advertising is about creativity and building a community not only about Ad-words and pay-per-click.
  • 133. Creativity can be used everywhere even in your business model.
  • 134. Where to rock&Social?
  • 135. Champion pay-per-success & brand community building
    Stay smart & Sexy
    keep on Having fun
  • 136. 2011 official opening in new york… Starting this fall
  • 137. 2012 Back at Internet week the story will continue!
  • 138. Let it rock & please connect
  • 139. Q&A
  • 140. HERE IS A CUTE PIC
  • 141. Q&A
  • 142. Presentationavailableat
    @rockandsocial
    @octavianmihai
    www.rockandsocial.com
  • 143. If you liked Tweet
    #iwNY <3 @rockandsocial
  • 144. THANK YOU! Hope ithelped!
  • 145. OCTAVIAN MIHAI
    CEO, Co-Founder
    o@rockandsocial.com@octavianmihai@rockandsocial
    PHOTOS ARE PROVIDED BY THE INTERNETS.LET ME KNOW IF YOU KNOW THE CREDITS OR THEY BELONG TO YOU AND WANT ME TO TAKE THEM OUT.