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Facebook: Proving the True Value of your Social Media Efforts

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Organic reach has crashed. Content isn’t being seen. Facebook has become a paid channel. And brand social teams are struggling to justify bigger budgets to overcome these issues. But CFOs are no longer happy with soft metrics like Likes and Retweets. Despite their belief in the power of social as an impact channel, CMOs and social teams are beginning to question their efforts – and investments.

Running a high-performing brand social department requires a new look at process, tools and measurement – an approach that provides financial impact metrics that justify costs.

Mediabrands’ Head of Social Strategy, Roland Fiege, will show real-world examples of what is happening to brand social efforts, discuss practical approaches to process, and examine new tools that show the fiscal impact of being a social brand. Attendees will walk away with new approaches and tools to consider for 2016.

Published in: Social Media
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Facebook: Proving the True Value of your Social Media Efforts

  1. 1. Proving the True Value of your Social Media Efforts, with FINN MCALEER Social Media Performance Performly Photo by Jacob Sempler
  2. 2. #1: The content glut is killing reach OUR CLIENTS FACE 3 MAJOR ISSUES
  3. 3. ~1500 STORIES PER NEWSFEED REFRESH
  4. 4. Content visibility for five Mediabrands clients Source: our clients • February 2014 Client Posts/ month Total reach per post Avg reach per post Fans Visibility Beverage 2 10,254 5,127 93,000 5.51% Gaming 14 630,655 45,047 500,865 8.99% Chemicals 6 13,574 2,262 148,000 1.53% Insurance 54 155,102 2,872 48,000 5.98% Software 28 577,589 20,628 638,000 3.23% AVERAGE 5.04% 95%of your fans don’t even see your content investment
  5. 5. #2: Paid social ads now a requirement OUR CLIENTS FACE 3 MAJOR ISSUES €
  6. 6. Organic reach in 2014: MEH. ORGANIC REACH (Maximum 5% visibility)
  7. 7. “If you pay, we’ll make it worth your while.” ORGANIC REACH (Maximum 8% visibility) PAID REACHHERE COMES THE BOOM
  8. 8. All good things come to those who reach ORGANIC REACH (Maximum 8% visibility)
  9. 9. #3: No fiscal metrics OUR CLIENTS FACE 3 MAJOR ISSUES “I’ve got Likes, Retweets and Shares. No idea what they’re worth.”
  10. 10. ROI? Revenue “HARD” ROI Cost Channel KPIs Sentiment “SOFT” ROI …
  11. 11. “We don’t internally have the confident data we need to convince leaders or peers that they should invest in some of this new technology or positions or skills that will be crucial to a growth plan” Adrian Parker, Patron Spirits Company “I also have no clue about what’s working and what’s not.” US fast food client
  12. 12. “Please, sir. For the ads, sir.” BUT IN 2015, NO FINANCIAL METRICS MEANS NO ADDITIONAL FUNDING. Because a new paid budget is now required, our clients go back to the CFO…
  13. 13. “What would I have had to pay to achieve the same result?” EMV works across channels, and is easily calculated and automated to allow daily measurement. We need one performance metric to rule them all Earned Media Value (in cash) €
  14. 14. OUTPUTSPERFORMLY PROCESS 15 RTs COMMENTSCOMMENTS LIKES @REPLIES CLIENT’S PAID MEDIA RATES AGENCY PAID MEDIA INSIGHTS ASSIGN EARNED VALUE AGGREGATE BRAND EMV SOCIAL PERFORMANCE DASHBOARD, MONTHLY REPORTS SHARES BENCH- MARK DATA SOCIAL MEDIA MONITORING KPIs WEBSITES FORUMS SUBSCRIBERS MENTIONS BLOGS YOUR SOCIAL KPIs PROMOTED TRENDS, ETC. VIDEO POSTS PHOTO POSTS PROMOTED POSTS COMMENTS FAVES PHOTO TWEETS VIDEO TWEETS VIDEO PLAYS LIKES CHANNEL SUB- SCRIBERS FAVES SHARES PROMOTED POSTS VIDEO POSTS PHOTO POSTS COMMENTS SHARES
  15. 15. Example Performly content performance chart FAN ACQUISITION FANENGAGEMENT 0 2 4 6 8 10 20 40 60 This post has low engagement, low acquisition. Performly might calculate EMV at £16.50. Total. This social team needs to improve.
  16. 16. Content performance FAN ACQUISITION FANAENGAGEMENT 0 2 4 6 8 10 20 40 60 An easy like, this post has high acquisition but low engagement. Few touchpoints created by fans. Performly might calculate it’s worth £295.
  17. 17. Content performance FAN ACQUISITION FANENGAGEMENT 0 2 4 6 8 10 20 40 60 This very controversial post has high engagement, but low acquisition. Performly might show it earned £2400, but also generated significant unfollows.
  18. 18. Content performance FAN ACQUISITION FANENGAGEMENT 0 2 4 6 8 10 20 40 60 This post is doing everything right. High acquisition & high engagement. Performly says it created £7.580 of marketing impact and grew the fanbase.
  19. 19. PERFORMLY SAYS WE GAINED ORGANIC IMPRESSIONS AND GENERATED “HEY MS CFO, THANKS FOR THE OUR SOCIAL PROWESS PRODUCED TOTAL MEDIA EQUIVALENT INVESTMENT OUR PAID ACTIVITIES BOUGHT US 10M 15M “MS. CFO, I’D LIKE TO PROMOTE THIS POST:” €10,000 €10,000 €25,000 Calculate a Total Media Equivalent Investment & eCPM PAID IMPRESSIONS €15,000 IN EARNED MEDIA Now you can justify social budgets for paid ads AND content by showing financial impact
  20. 20. And optimised social performance means your Social Team finally has a seat at the Budgeting Table
  21. 21. LINKEDIN / PERFORMANCE OVERVIEW 497,944 € 90,124 Total New Followers Paid New Followers Organic New Followers 32,335 32,269 66 €48,404 €48,404 - Total Engagements 37,636 €17,027 Paid Engagements 1,332 - Organic Engagements 36,304 €17,027 Total Impressions 5,060,287 €24,694 Paid Impressions 121,859 - Organic Impressions 4,938,728 €24,694 Example LinkedIn performance charts
  22. 22. Example LinkedIn performance charts Top Organic Content by EMV Your top 10 organic, non-sponsored posts, over your selected time-period sorted by EMV
  23. 23. Example Facebook performance charts
  24. 24. Example Facebook: Organic Vs Paid Reach
  25. 25. Example Twitter performance chart
  26. 26. Example YouTube performance chart
  27. 27. YouTube Top Ten Videos EMV
  28. 28. Who uses Performly? Three global automotive clients A global pharmaceutical manufacturer A national railway system A leading e-commerce site A global insurance provider The world’s largest bakery
  29. 29. Getting started 1. We assess how many social channels you want to measure (on Facebook, Twitter & YouTube). 2. We price a 3-month trial so you can see how your social team, ads, and content perform. 3. Our media analysts meet/phone weekly to walk through performance and insights, and to make recommendations on your social approach. 4. At the end of the trial, you decide if you want to extend the contract to one year.
  30. 30. Thank you! FOR MORE INFORMATION, CONTACT FINN MCALEER, SOCIAL MEDIA PERFORMANCE, PERFORMLY, @ finn.mcaleer@performly.social

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