Clicks do not equal sales
Nielsen NetEffect meta analysis: “There is no correlation between CTR and ROI%”
Correlation = -.07%
Click through Rate
Facebook is a marketing platform
TRIAL & INCR CONSUMPTION
INFLUENCE & ATTRIBUTION
Clicks do not equal brand resonance
Correlations with Click-through Rate
Ad Recall Delta
Brand Awareness Delta
Message Association Delta
Purchase Consideration Delta
Brand Favorability Delta
No strong correlations emerge between CTR and any of the Brand Effect metrics.
Find the right KPIs / goals / targets
And narrow down to the most important
Do not silo Facebook or digital activity. Connect paid, owned,
earned marketing. Some examples
Traditional media aligned with digital (and Facebook)
CRM: E-mail, customer support, telesales
Owned presences: Website, resource centers, video assets,
Client advocate groups
Sponsorships, CSR projects
Yet another app?
• Do you really need it?
• Content and good media strategy will get you very far.
• Do you have an audience?
• Do you have a budget to promote it?
• 20/80 production/promotion
• Is this really an experience that a person on the street will
enjoy? (e.g. Would they do it if there was no prize?)