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PERFORMIX.Wien 2016 – Anhand welcher Kennzahlen messe ich meinen Erfolg bei Imagekampagnen? – Teresa Karan (Österreich Werbung)

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Anhand welcher Kennzahlen messe ich meinen Erfolg bei Imagekampagnen? Teresa Karan von Österreich Werbung schilderte dies anhand der erfolgreichen Kulturkampagne der Österreich Werbung und welche Chancen sich für Sie ergeben bei der PERFORMIX.Wien 2016

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PERFORMIX.Wien 2016 – Anhand welcher Kennzahlen messe ich meinen Erfolg bei Imagekampagnen? – Teresa Karan (Österreich Werbung)

  1. 1. Social Media und KPIs Anhand welcher Kennzahlen messe ich meinen Erfolg bei Imagekampagnen? Teresa Karan
  2. 2. Beispiel Kulturkampagne immer mittendrin
  3. 3. Steigerung der Relevanz von Österreich als Kulturdestination für die Zielgruppe der Creative Insiders.
  4. 4. Zielsetzung •  Ziel: Fokus auf moderne Aspekte von Österreichs Kulturlandschaft •  Zielgruppe: Creative Insiders ≠ allg. Kulturgast (Hochkultur)
  5. 5. Eckdaten •  Ausgewählte Märkte •  DE •  CH •  IT •  UK •  Zeitraum: Juni/Juli 2016
  6. 6. Ziel: Aufmerksamkeit und Interaktion für Kulturcontent Reichweite & Interaktionen auf Social Media-Plattformen CPV Reactions Facebook Analytics, Instagram Analytics qualitative Visits auf austria.info bzw. Content-Kooperationsseiten CPEU Ø Sitzungsdauer Google Analytics Facebook Analytics
  7. 7. Touchpoints 1. Awareness Video und Link-Ads auf FB; Content- Kooperationen 2. Involvement Influencer Kampagne auf Instagram 3. Engagement Community Management/ Weiterführung UGC
  8. 8. 1. Push Video 1. Awareness Video-Ads CPV LINK
  9. 9. 1. Push Text Ads 1. Awareness Link-Ads Sitzungen (GA) Absprungrate (GA) CPEU (FB/GA) Ø Sitzungsdauer (GA)
  10. 10. 1. Push Text Ads 1. Awareness Link-Ads Sitzungen (GA) Absprungrate (GA) CPEU (FB/GA) Ø Sitzungsdauer (GA)
  11. 11. 1. Push Content-Kooperation 1. Awareness Content-Seeding Sitzungen (GA) Absprungrate (GA) CPEU (FB/GA) Ø Sitzungsdauer (GA)
  12. 12. 2. Vertiefung über Influencer 2. Involvement Influencer Kampagne auf Instagram Reactions (IG) Comments (IG)
  13. 13. 3. Aufgreifen und anknüpfen 3. Engagement Community Management/ Weiterführung UGC Sitzungen (GA) Ø Sitzungsdauer (GA) Absprungrate (GA) CPeU (FB/GA)
  14. 14. 3. Aufgreifen und anknüpfen 3. Engagement Community Management/ Weiterführung UGC @visitaustria: „week of modern art“
  15. 15. Learnings •  Social Media erfordert spezielle Kreation •  Auf die richtigen Instagramer setzen: Qualität vor Quantität •  Quantitative UND Qualitative KPIs betrachten
  16. 16. DANKE

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