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What do you mean by return on investment (ROI)?
• In the traditional marketing sense, ROI means for every dollar invested, a measurable
return can be calculated.
• Back when marketing was predictable and the channels were few, this was a science.
• Invest more in channel X and watch the sales flow in.
• In social media, this measurement is about as reliable as a print magazine’s
circulation, but estimating your social media ROI may be necessary in the decision
process.
• This presentation provides examples of spend and estimated ROI across key
industries.

3. Data Source
What are your company’s top marketing challenges?
| 3
7%
16%
19%
21%
26%
26%
28%
40%
63%
Finding an executive sponsor
Hiring top talent
Training your team
Targeting content for an international audience
Managing your website
Identifing the right technologies for your needs
Securing enough budget
Proving the ROI of marketing activities
Generating traffic and leads

4. | 4
Why are you using social media?
• Gain more exposure
• Find prospects and leads
• Increase site traffic
• Find new business partners
• Improve search engine rankings
• Reduce marketing expenses
• Close more business
• Improve brand awareness
?

5. | 5
Ways to track performance - Twitter
• Look at your number of followers and the number of followers of those who
retweeted your message to determine the monthly potential reach.
• Use tracked shortened links to measure web traffic from Twitter
• Use tracked downloads such as eBooks to measure interaction
• Share of voice via influencer marketing (Klout score measured)
• Value of sign ups through tracked links

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Ways to track performance - Facebook
• Track the fan growth for your page
• Track the interactions, comments and shares for your posts
• Monitor the reach of key posts
• Assess the growth in web traffic for tracked links
• Value of sign ups through tracked links
• Review the number of enquiries via direct message

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Ways to track performance - YouTube
• Measure the number of views for videos
• Assess the ratings on your videos
• Monitor the shares and comments on videos
• Track the links from your video descriptions to your site
• Measure the growth for subscribers to your channel
• Value of sign ups through tracked links

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Ways to track performance - Blog
• Measure the number of visitors who viewed the posts
• View the stats for sign ups from contextual links
• Monitor the shares to social media from your blog
• Value of sign ups through tracked CTA links
• Metrics regarding time spent on blog and bounce rate

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Social or Banners?
While you can’t compare like-for-like on a purely cost basis, you can look at how both are
actually performing for you in terms of the quality of traffic they drive to your site.
Source: Case study from Ignite Social Media
BANNER SOCIAL DELTA
Net new visitors (1m, above base) 30,000 170,000 Social = 5.67 x more visitors
Pages per visit 1.57 2.84 Social = 1.8 x more pages
Time on site 0:40 2:18 Social = 3.45 x more time on site
Bounce rate 81.40% 45.46% Social = 44% lower bounce rate
Goal conversions (above base) 3,098 12,603 Social = 4 x more goal conversions
Cost $150.000 $130.000 Social = 86.7 of the cost
Cost per visitor $5.00 $0.76 Social = 6.5 x better return

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How Many Registrations/Conversions Will I Get?
If you choose to boost a post looking for registrations then a number of factors
will influence the funnel from view to click to register to convert.
• Your target region
• Your client’s interests
• Your advert
• Your sector
• The quality of your website or landing page
• The skills of your sales team

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How Many Registrations/Conversions Will I Get?
The average conversion rate for Facebook is 9.21%
• 9.09% for Finance Sector
• 2.31% For Tech Sector
• 7.10% For Beauty Sector

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The average conversion rate for Facebook ads across all industries is 9.21%
Data Source

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What Click Throughs Will I Get?
This is the latest data in from Facebook- the average
CTR is 0.90%
• 0.56% for Finance Sector
• 1.04% For Tech Sector
• 1.16% For Beauty Sector
?

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The average click-through rate (CTR) in FB adds across all industries is .90%
?Data source
?

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What’s A Good CPC for Boosted Posts?
This will depend on your industry and how competitive it is
in the social media sphere.
• $3.77 for Finance Sector
• $1.27 For Tech Sector
• $1.81 For Beauty Sector
?

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The average cost per click (CPC) in FB adds across all industries is $1.72
?Data source
?

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What's a good CPA on Facebook?
The average CPA for paid ads on Facebook is $18.68
• $41.43 for Finance Sector
• $55.21 For Tech Sector
• $25.49 For Beauty Sector
?

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The average cost per action (CPA) in FB adds across all industries is $18.68
?Data Source
?

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What Reach Will I Get?
• Organically your Facebook page posts will only reach between 2-6% of your fans
• With a paid content boost, your reach will be much more
• Certain target audiences are more expensive than others (Australia, UK & Canada are
priciest)
• Your reach will also depend on your sector, time zone, message, text and graphics
?

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Example of China Reach ?
With $10 With $100

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Contentworks for you
• We create engaging content to organically improve your social media ROI
• We nurture your social media communities
• We network with high Klout scoring influencers to boost your profile
• We get you talked about in more places through reputation management and PR
• We create blog posts and content that keeps users on your website
• We improve traffic to your website through interesting social posts
• We work with the budget and internal resources you have available

22. www.contentworks.agency
hello@contentworks.agency
+357 25 103 639