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Facebook ROI beyond the numbers

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Case: Vækstfonden

Why are most companies struggling with deploying cost-effective Facebook metrics for maximizing ROI? Nick Traulsen, The Marketing Guy, is here to uncover the secrets behind social ROI beyond the numbers.

Join this webinar to:
- Get the best current practices to maximize your ROI
- Dive into industry cases to get the indicators of Facebook success from organizations such as Vækstfonden, the Danish state-owned investment and financing fund
- Find out how a data-driven social strategy can help you reach your social KPIs successfully
- Learn how to uncover unused Facebook potential in your organization

Published in: Social Media
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Facebook ROI beyond the numbers

  1. 1. Data, Data, Data PATRICK WOLFFGANG NICK TRAULSEN
  2. 2. Data, Data, Data Komfo Webinar 21/02 • Intro • Facebook • S.A.L.E.S • Case: Vækstfonden - Challenges - Action plan - Which ads and tools - What was the result
  3. 3. Data, Data, Data TIME SPENT ON FACEBOOK
  4. 4. Data, Data, Data Denmark The World Time spent on mobile phone per day in percent 3,6 mio. each month 3h 40m each day on a mobile phone each day All other apps
  5. 5. S.A.L.E.S
  6. 6. SHAREABILITY - Is this something exciting? RATE 1 2 3 4 5 S
  7. 7. RATE 1 2 3 4 5 AUDIENCE - Is your audience well defined? A
  8. 8. RATE 1 2 3 4 l LIFETIME VALUE - Do you make enough to support push marketing? 5
  9. 9. RATE 1 2 3 4 5 E EASY TO EXPLAIN - Is it easy to explain the concept?
  10. 10. RATE 1 2 3 4 5 S SENSE OF URGENCY - Why do i need it now?
  11. 11. 5-10 20% There are not big chances of posi- tive ROI on Facebook for your busi- ness. However, Facebook’s price per. exposure is inexpensive com- pared to other media, and there- fore some branding campaigns and videos may make sense. You should not have your expecta- tions too high. However, there may be a chance of getting retargeting ads to work, as well as using Facebook for branding. Facebook will most likely be a good sales platform for your business. You will be able to experience sales through push campaigns, re- targeting and branding. It will not necessarily be your primary sales platform, but with competent ad- vertising there is potential for good results. Your chances for succes on Face- book are good, and that Facebook will be your primary sales channel. Here you will be able to achieve direct sales, promotional cam- paigns, e-mail collection for news- letters etc., app installs, retargeting, branding and more. 11-15 40% 16-20 60% 21-25 80% RATE RATE RATE RATE
  12. 12. Data, Data, Data Challenges and objectives Challenges: Untapped potential on social media Lack of strategy Objectives: Branding/Positioning - Likes - Cases - Video Understanding the segment Signups for newsletter Event participations
  13. 13. Data, Data, Data Frontpage /Sådan gør vi /Bliv groennere og mere effektiv /Udvid din forretning /Køb en virksomhed /Om vækstfonden /Få en investor /Landbrugsbedrift /Forny din produktion /Indtag nye markeder /Nyheder og analyser Hvad du skal forberede dig på, inden vi mødes Sådan fungerer Dansk Landbrugskapital Danmarks Grønne Investeringsfond finansierer solcelletag GomSpace: De første i verden til at benytte nanosatellitter kommercielt Få Vækstfondens nyheder og analyser på mail Danske eloomi har udviklet software til medarbejderudvikling Se hvordan Lundsøe Køl & Frys fik forbedret BluePack fik realiseret sine vækstplaner En dansk ingeniør fra Aarhus Like Vækstfonden og følg med RETARGETING
  14. 14. Data, Data, Data 0,38 0,47 0,38 0,38 0,83 0,47 0,35 0,29 0,32 0,00 0,20 0,40 0,60 0,80 1,00 CP 10 Sec video view Int_Venstre TMG_Business Int_FarmBrand Int_Farm Job_Farming RE-Website Bus_Agriculture RE-Engagement Pages 60 56 36 49 87 60 47 35 27 0 20 40 60 80 100 CPM Int_Venstre TMG_Business Int_FarmBrand Int_Farm Job_Farming RE-Website Bus_Agriculture RE-Engagement Pages Video on FACEBOOK
  15. 15. Data, Data, Data Events Funnel 1 14 days before Content: - Video with intro to the case and the day Segment: - Primary target audience - Geographically defined Content: - Video with intro to the case and the day Segment: - Primary target audience - Geographically defined - Anyone who has seen > 50% of funnel 1 Funnel 2 9 days before Funnel 3 4 days before Content: - Video with intro to the case and the day Segment: - Primary target audience - Geographically defined - Anyone who has seen > 50% of funnel 1 - People who have visited the landingpage
  16. 16. Data, Data, Data Data
  17. 17. Q&A
  18. 18. Thanks

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