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Sell or perish: Performance-based Approach to Social Media


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We found out the best approach to social media work for mid-sized clients: Promise them that their social media presence will have an ROI of at least 1. And then deliver on that promise.

In the presentation, we'll show you how can calculate your social media ROI, how you can attribute revenue to Facebook and what are the other benefits social media will bring to your clients after the condition of ROI = 1 is matched.

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Sell or perish: Performance-based Approach to Social Media

  1. 1. Sell or Perish!Performance-based Approach to Social Media Pavel Šíma, @pavel_sima, @RobertNemec_com BabelCamp, 8/31/2013, Brno
  2. 2. 1) brandbuilding Building relationship with customers Foto:  ©  Brand  Baby  /  
  3. 3. 2) crowdsourcing   Get inspired by your customers   Ask them for advice
  4. 4. 3) helpdesk Customer care Foto:  ©  wavebreakmedia  ltd/  
  5. 5. 4) networking Connecting those who have something in common
  6. 6. 5) feedback platform Listen to your surrounding and your customers Foto  -­‐  zdoj:  h9p://  
  7. 7. 6) retention Don‘t lose your heard
  8. 8. The truth is, though, that most of the clients don‘t care unless they see the money in it.
  9. 9. You have to convince them that social media will have at least ROI = 1
  10. 10. ad spend + agency spend (+ outsource) ≤ revenue * gross margin
  11. 11. How do I know that the revenue is coming from Facebook? (the problem of attribution)
  12. 12. Don‘t waste your time reading case studies
  13. 13. Branding View-through Assisted Last click
  14. 14. Google Analytics  Conversions  Ecommerce  Source / medium Last click attribution
  15. 15. Google Analytics  Conversions  Multi- Channel Funnels  Assisted conversions Assisted conversions
  16. 16. Google Display Network integrated with Google Analytics or other platforms such as AdRoll View-through conversions
  17. 17. This stuff is really complicated, so I‘ll skip that All the people who will buy because of your social media presence (the power of branding)
  18. 18. Branding View-through Assisted Last-click
  19. 19. ROI 1
  20. 20. ROI 1
  21. 21. ROI 1 ad spend + agency spend (+ outsource) ≤ last click revenue * gross margin
  22. 22. ROI 1
  23. 23. All what was said in this presentation applies to middle-size ecommerce sites, retailers and other online businesses on Facebook. To other types of businesses and social media platforms without guarantee.
  24. 24. Got questions? Go ahead   Pavel Šíma   @pavel_sima     @RobertNemec_com