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Bebo Presentation - Measurement Camp Dublin

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Phil Macartney from Bebo presents on measuring social media, at Measurement Camp Dublin.

Published in: Business, News & Politics
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Bebo Presentation - Measurement Camp Dublin

  1. 1. Measurement Camp “ So if I spend 12 grand and I get 4000 friends that means I am spending 3 euro a friend?” NO
  2. 2. This is what we sell on the site – <ul><li>Sponsorships </li></ul><ul><li>Product integration </li></ul><ul><li>Pre-rolls </li></ul><ul><li>Companion banners </li></ul><ul><li>Brand Profiles </li></ul><ul><li>Skins </li></ul><ul><li>Widgets </li></ul><ul><li>Applications </li></ul><ul><li>MPUs </li></ul><ul><li>Banners </li></ul><ul><li>Skyscrapers </li></ul>Engagement Marketing Original Programming Traditional Online Ad Sales Video advertising / Open Media
  3. 3. For this part, there is a value measurement..... Traditional Online Ad Sales
  4. 4. For this part, there is none.... Engagement Marketing
  5. 5. <ul><li>Lets take a Coca Cola Campaign that ran in April 09 </li></ul><ul><li>Using low averages from both online and offline media we can try and assess what Bebo should have charged </li></ul><ul><li>From the findings here can we extrapolate values to other web 2.0 platforms? </li></ul>Lets break down a campaign...
  6. 6. Display media – before click throughs etc this is exactly the same as a newspaper ad or an outdoor ad. Avg online cpm 3eu (very low estimate) At a low figure of 20m impressions across this media this gives us a spend of 60k euro
  7. 7. This measurement gives us a base from which to build our engagement model Base = display promoting engagement site/profile
  8. 8. The next level is the action/the click through Base = display promoting engagement site/profile 17,000 visits to the page. 17,000 calls to action. What is a fair cost per action here. What value does bringing the consumer to the brands page have?
  9. 9. The next level is the action/the click through Base = display promoting engagement site/profile Would this be the part of the pyramid where blogs could count their impressions at? To price these can we look at advertorial cpt rates?
  10. 10. Engagement Base = display promoting engagement site/profile In terms of interactions and engagement the Burn profile page had 126 Comments 7 photo uploads 70 quizzes taken 679 skins used
  11. 11. Engagement Base = display promoting engagement site/profile What medium or marketing product can we use to give us a low base cpm for this type of interaction? 3 eu cpm 15 eu cpm
  12. 12. Friends – a part of engagement or something more? Base = display promoting engagement site/profile
  13. 13. What about cost per engagement ? <ul><li>Some brands are now looking at this moving forward </li></ul><ul><li>Invert the pyramid and the brand pays for how many engagements it achieves at a very high cpm </li></ul><ul><li>This would only be fair if the media owner was given carte blanche over the entire campaign </li></ul><ul><li>Otherwise the brands creative might be the reason for poor engagement </li></ul>
  14. 14. Problems for you to solve in the next hour! <ul><li>Online valuations in Ireland fluctuate wildly and have no real bearing on traditional marketing values – this undoubtedly has an affect on engagement marketing value measurement </li></ul><ul><li>Ratios – if we can figure out a ratio between traditional online marketing and marketing 2.0 it will be easier to get buy in from brands </li></ul><ul><li>Potency – where does this type of marketing stand within the media mix? </li></ul><ul><li>Grading – can we grade engagement to allow easy adoption of new platforms by marketers and brands? </li></ul>

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