Accountable Social Marketing and CPL Benchmarks

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As reported in eMarketer, ClickZ, and Econsultancy, Fortune 500 companies are using CPL advertising to build social brand groups and community sites in an accountable way.

Check out the presentation and learn:

• Marketers like Kimberly-Clark, Hewlett-Packard/Snapfish, eFax, Tommy Hilfiger, and more are connecting with interested consumers through social/community sites, newsletters, loyalty programs and other engagement vehicles.
• The average cost of a marketing lead varies across different industry sectors, including retail, travel, consumer electronics, nonprofit and more.
• Exclusive snapshots from the ASPCA social campaign that was highlighted in ClickZ.

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Accountable Social Marketing and CPL Benchmarks

  1. 1. 2/25/10<br />Accountable Social Marketing and CPL Benchmarks<br />
  2. 2. Agenda<br /><ul><li>The Growth of Social Marketing
  3. 3. Best Practices for Building Accountable Social/Community Sites
  4. 4. CPL Benchmarks by Industry
  5. 5. Campaign snapshot: The ASPCA</li></li></ul><li>Social media is growing<br /><ul><li>Global time spent on social networks increased 82% YOY.1
  6. 6. In the U.S., average time spent increased 143% YOY.2
  7. 7. Facebook is now the 2nd most popular site on the web.3
  8. 8. Nearly 75 million people visited Twitter in January 2010.4</li></ul>1 Nielsen, Dec 2009<br />2Nielsen, Dec 2009<br />3 Compete.com, Feb 2010<br />4 ComScore, Feb 2010<br />
  9. 9. Marketers are also building community sites<br />
  10. 10. Pressure to show ROI from social community marketing is growing, too<br />Over 1/3 of marketers are committed to measuring social marketing returns1<br />1 The Altimeter Group, January 2010<br />
  11. 11. What makes social marketing measureable? <br />1. Acquire engaged users<br />2. Pay only for engaged users<br />
  12. 12. Best Practices for Acquiring Engaged Users<br />1 The Altimeter Group, January 2010<br />
  13. 13. Three ways to acquire users<br />CPM, CPC, CPLAvailable Online Pricing Models<br />Pay For Impressions<br />Pay For Clicks<br />Pay For Leads/Community members<br />
  14. 14. CPC and CPL [Performance]: Growing at the expense of CPM<br />Internet Advertising Revenues By Pricing Model<br />“It’s no secret that CPM advertising delivers poor returns”<br /><ul><li> Sam Parry </li></ul>Director of Online Membership & Activism, EDF <br />“The Internet is more and more a Performance-driven model”<br />- Imran Khan<br />Managing Director, J.P. Morgan<br />Source: IAB/PWC<br />
  15. 15. What is CPC?<br />Search ads: Advertisers pay only for clicks, not for impressions.<br />
  16. 16. What is CPL?<br />Sign up ads: Advertisers pay only when users sign up for communities or special offers, not for impressions or clicks.<br />
  17. 17. CPC and CPL: Both deliver users with high intent<br />CPC<br />CPL<br />
  18. 18. But only CPL is the native pricing model for social marketing<br />
  19. 19. It’s not surprising that nearly 50% of people acquired through CPL were engaged through social/community sites….<br />
  20. 20. Click costs are already well established…<br />
  21. 21. Average Cost-per-Lead Across Industry Verticals<br />
  22. 22. The Pontiflex CPL Report<br />Average CPL: Overall Q3-Q4 2009<br />$0.62<br />Source: Pontiflex Internal Research, Dec. 2009<br />
  23. 23. The Pontiflex CPL Report<br />Average CPL: Consumer Packaged Goods Q3-Q4 2009<br />Source: Pontiflex Internal Research, Dec. 2009<br />
  24. 24. The Pontiflex CPL Report<br />Average CPL: Travel Q3-Q4 2009<br />Source: Pontiflex Internal Research, Dec. 2009<br />
  25. 25. The Pontiflex CPL Report<br />Average CPL: Technology Q3-Q4 2009<br />Source: Pontiflex Internal Data, 2009<br />
  26. 26. The Pontiflex CPL Report<br />Average CPL: Entertainment Q3-Q4 2009<br />Source: Pontiflex Internal Research, Dec. 2009<br />
  27. 27. The Pontiflex CPL Report<br />Average CPL: Retail Q3-Q4 2009<br />Source: Pontiflex Internal Research, Dec. 2009<br />
  28. 28. The Pontiflex CPL Report<br />Average CPL: Consumer Electronics Q3-Q4 2009<br />Source: Pontiflex Internal Data, 2009<br />
  29. 29. The Pontiflex CPL Report<br />Average CPL: Non-profit/Advocacy Q3-Q4 2009<br />Source: Pontiflex Internal Research, Dec. 2009<br />
  30. 30. Case Study<br />How the ASPCA increased its donor base using CPL ads to build email, Facebook, and Twitter marketing programs. <br />
  31. 31. Campaign Snapshot: The ASPCA<br />Step 1: Ran CPL sign up ads on relevant sites<br />
  32. 32. Campaign Snapshot: The ASPCA<br />Step 2: Sent Relevant and Timely Emails<br />
  33. 33. Email is the Gateway to Social Marketing<br /><ul><li>96% of consumers are willing to share email addresses to receive advertising offers/information
  34. 34. Only 12% are willing to share social networking information1</li></ul>1 Harris Interactive Survey, September 2009<br />
  35. 35. Campaign Snapshot: The ASPCA<br />Step 3: Engaged Through Social Media<br />E-mail is only one way to engage your member, donor, and advocate… When we combine all three (Facebook, Twitter and e-mail), we capture a bigger audience.<br />Debbie Swider<br />Senior E-Marketing Manager<br />
  36. 36. Thank you!<br />Jon Beardsley<br />Chief Revenue Officer<br />jon@pontiflex.com<br />718.801.8488<br />
  37. 37. Appendix<br />
  38. 38. Research Methodology: CPL Benchmarks<br />Data compiled for time period July 1, 2009 – December 31, 2009<br />Sample of 807 publisher websites<br />Leads included were non-incentivized, opt-in, and purchased on a Cost-per-Lead pricing model.<br />Consumer sample included adults 18+ in North America<br />Report does not include CPL figures for emerging media<br />Please note that the CPL for these media may be higher or lower than the data reported based on intent, content, and media type.<br />

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