6. A Key Performance Indicator (KPI) is a measurable value
that demonstrates how effectively a company is achieving key business objectives.
Organizations use KPIs to evaluate their success at reaching targets.#
14. A conversion funnel is really an idea or a way to visualize and comprehend the flow
and conversion of potential customers into paying customers. If you can
understand and analyze the process, then you can take actions to improve that flow.
15. Business Step #0
Check out
Business Step #03
Online shopping website
Growth
Hacking
Add to cartSign upVisit website
1000
200
50
40
Map your conversion funnel
16. Business Step #0
Business Step #03
Growth
Hacking
Add to cartSign upVisit website
200
50
Conversion rate = 4%
Check out
40
1000
Visit website
Map your conversion funnel
Online shopping website
17. Visit website
Business Step #0
Business Step #03
Growth
Hacking
Add to cartSign up
200
50
Conversion rate = 4%
Cost per acquisition :25€
Check out
40
Cost per click :1€
Visit website
1000
Map your conversion funnel
Online shopping website
18. Business Step #0
Business Step #03
Growth
Hacking
Add to cartSign upVisit website
200
50
Cost per acquisition : 25€
Check out
40
Lifetime value : 100€
Cost per acquisition :25€
Revenue per user : 75€
Map your conversion funnel
Cost per click :1€
Visit website
1000
19. Cost per click :1€
Visit website
1000
Business Step #0
Check out
Business Step #03
Growth
Hacking
Add to cartSign upVisit website
200
50
40
Channel
testing
Facebook sign in
Show what friends have
bought
Give discount
Abandon cart CTA
Identify what you are going to optimize
Add CTA button
20. Engagement: likes / shares / comments
Video views ( engagement)
Clicks to website
Participation in a competition
Downloading an app
Other?
Perform tests with # social media channels
KPI’s on social media
23. 1 day 3 days2 days 5 days4 days 7 days6 days
10%
20%
1 post/day, 7 days a week only reaches 21% of your fan base!
The Power of Like, Co Facebook, May 2015
Why advertise?
24. Edgerank = ∑ affinitye weight e time decaye
e=1 n
x x
Affinity of an edge is
higher
- For fans who
frequently interact
with your updates
- For interactions by
friends who are fans as
well
Every type of edge has a
specific weight:
- On the creation side: some
types of posts are worth more
- On the interaction side: a
comment is worth more than a
like or a share
The time decay is higher
if an edge is
recent enough
An edge is an interaction with Facebook: a like, a
comment, a share as well as the post itself.
47. Growth
Pedigree on Facebook
Pedigree Belgium
Pedigree on Facebook
Wat is het eerste wat jij ‘s morgens
doet met je hond?
Aaike over zijn kop
Gaan wandelen
Eten geven
Campaign ads Page Post Ads Page Like Ads
A title, body text and image
are chosen to drive direct
traffic to our page or apps
or external links
Existing posts on our page (polls,
pictures, videos) are targeted via
ads to our target audience for extra
interactions (likes, comments or
shares).
This type of ads informs
friends of our fans about the
fact they are fans with a
direct invitation to become
a fan yourself.
By Means Of An Example : Changes all the Time
52. Ads
Pedigree on Facebook
Wat is het eerste wat jij ‘s morgens
doet met je hond?
Aaike over zijn kop
Gaan wandelen
Eten geven
Page Post Ads
Lower CPC: 0,10-0,30 €
Doesn’t need development of an extra creative
Attention: only 20% text allowed*
Targeting: only in news feed: for more engagement no
chopped off copy
Focus on Engagement Ads
54. Growth
Pedigree on Facebook
Pedigree Belgium
Page Like Ads
This type of ads informs
friends of our fans about the
fact they are fans with a
direct invitation to become
a fan yourself.
Focus on Fan Gain Ads
60. Comparison Fan Gain
Ad Budget 200,00 €
Impressions 428.238
Clicks 2.283
Extra Fans 925
KPI 800 - 1.000
Cost per Click 0,09 €
Cost per Fan 0,22 €
Results for the Colgate Fan Gain Ads
85. Segmentation / targeting: briefing
Party trip Ibiza Backpack trip Canada Wine tasting France
Citytrip Barcelona Holiday Las Vegas Shortski Alps
86. Analycal
marketeer
Skills:
Google
Analy0cs,
Adwords,
Paid
Adver0sing
Timing:
1/2
days
per
week
-‐
asap
Place:
Antwerp`
Contact:
eveline@linkman.be
Allround
marketeer:
Skills:
wri0ng,
e-‐mailing,
social
media
Timing:
as
from
January
/
February
Place:
Antwerp
Contact:
eveline.smet@sdworx.com
Internship opportunities