True or False: social media marketing is 5% creativity, 10% strategy and 85% getting approvals. Nobody knows this better than agencies. All digital marketing agencies today need to be able to provide clear metrics and performance for their customers’ social media ROI. But...proving and delivering ROI to clients can be challenging… In this agency spotlight, Switch discusses the different challenges of proving social media ROI across Paid and Organic and will give us some successful case examples from both. On top of that we will hear more on how they have the dual responsibility of owning their own ROI, and why showing ROI is just one of many significant steps in proving your agency’s success. You’ll learn: The challenges of proving social media ROI to clients - Paid vs Organic Why strong organic social performance forced one of Switch’s clients to stop a campaign? (Case Example) How Switch increased Paid Social ROI by 44x in a 6-week period (Case Example) How to own and report on your own Social ROI - “making Switch a client of Switch” Watch On-Demand: https://www.falcon.io/cmp/roi-resources/

2. Welcome to:
With:
• Richard Muscat Azzopardi, CEO at Switch
• Daniel Grant, Director of Growth at Falcon.io
Agency (Super)
Marketers: Proving
the Value of Social

3. Agenda
Over the next 30-40 minutes we’ll cover
• The challenges of proving social media ROI to clients
• How strong organic social performance forced one of Switch’s
clients to stop a campaign
• How Switch increased Paid Social ROI by 44x in a 6 week period
• How to own and report on your own Social ROI
….
fi
nishing with a 20 minute Q&A
@Falcon.io
@SwitchMalta
#MeasuringWhatMatters
#growwithsocial

4. Cast your vote on-screen.
Q: Have you ever had to prove Social ROI?

5. The Challenges
of proving social media ROI to clients
1

6. #takemetomalta
Measurable
vs
Unmeasurable

7. #takemetomalta
We can’t
(easily)
measure
Sales from social
media posts that
don’t include links
Brand growth from
social media efforts
(well, we can, but we’ll look into that later)

8. #takemetomalta
We can
measure
How much it would
have cost to get the same
amount of coverage
How much it would have cost
to create the content that
third parties create for us

9. #takemetomalta
Promote Malta
in the seven new
routes in seven new
territories from
Casablanca to
St Petersburg
Simple brief:

10. #takemetomalta
The budget was
healthy (if we were
only advertising in
one destination)
Cagliari

11. 20%
So we took
of it and...

14. The initial agreement
with Air Malta was two
mentions per influencer
(so a total of 34 mentions),
instead they got

15. over 254
mentions

16. 44K
video views
Reach
of over
5 million
211K
engagements

17. And in 3 weeks following the event:
1,030 posts, stories,
tweets, blogs and vlogs
mentioned #takemetomalta

18. #takemetomalta
But how do we
measure ROI?
Based on the results of the
campaign, to achieve that
reach, the client would have
had to spend 220% more
on paid advertising. And
that would not have taken
the value of endorsement into
consideration, either.

19. Key Takeaway #1
Measure your organic
results in comparison to
your paid efforts.

20. How strong organic
social performance
forced one of our clients to stop a campaign
2

21. Kinnie Social Media & Kinnie Spritz
What is Kinnie?

22. #takemetomalta
We took over
Kinnie’s Social Media
presence in 2016.

23. We had one main goal:
Make Kinnie a drink
that’s cool with
younger audiences.

24. Switch takeover
Previous collateral

25. Kinnie Social Media & Kinnie Spritz
What is
Kinnie Spritz?

27. In the first 3
months after
launching
Kinnie Spritz:
706%
231%
organic
interactions
account
mentions
88%
Tags in IG posts Unique

28. Kinnie stopped a planned
campaign because Spritz
just flew off the shelves.

29. Key Takeaway #2
Years of consistent
hard work at gently
nudging the perception
of a brand pays off.

30. How Switch increased
Paid Social ROI by 44x in a 6 week period
3

31. eCabs
What is
eCabs?

32. X
eCabs
For every €1
the client was
spending, they were
getting around
€1.32 in revenue.
What was the situation?

33. #eCabs
Set your objectives and KPIs. This method
only works if you have goals that you can
measure objectively, ideally rapidly.
1
List a set of fundamental questions that
you want to answer about your ads, your
ad account, your audience, and/or your
targeting methods.
2

34. #eCabs
Set up a calendar of fundamental tests that
you want to run, and slot them into an order
that is, based on gut feeling and experience,
with the tests you expect to see the biggest
differences in first.
3
Set up the test for your fundamental question.
4

35. Document learnings, shift the rest of
your budget into the winning test and
go back to step 4.
#eCabs
Run the test. Aggressively.
Put all your budget for the period
(whatever makes sense for your cycle)
into an A/B test for that question.
5
6

36. #eCabs
Cycle steps 4 6 until you’ve tested
all your fundamentals, then measure
the performance of your new and
improved ad account.
7

37. In the end:

38. 3,300%
in just 4 weeks
1.3x
ROI
improvement
Over
44x

39. Key Takeaway #3
Rapid and all-in testing
yields excellent results. Better
to take a bad decision and fix
it than to never take decisions.

40. Cast your vote on-screen.
Q: How satisfied are you with
your own Social Media ROI?

41. How to own
and report on your own Social ROI
4

42. SWITCH
On making
Switch a client
of Switch.

43. SWITCH
A few Facebook
posts in 2019.
Even fewer in 2020.
Our LinkedIn was…
Switch was a classic agency.
Posting sporadically.

44. SWITCH
Remote first
30% of the team
based outside Malta
Switch is now

45. Which meant that reliance
on word of mouth was not
going to be enough.

46. SWITCH
In December 2020
we took a decision.
Switch was to become a client of Switch.

47. SWITCH
Which
meant:
Client meetings
Switch work
is scheduled
Deadlines have
to be met.

48. SWITCH
Channels
were chosen
based on
our budget
SEO
Content
Social Media
“ ”

49. SWITCH
Content
streams were
developed
Thought
Leadership
Showing our
great work
Showing off
our humans

50. The B2B marketing model is now a perfected, hard
to measure ROI except in that:
We receive 5 7 leads
a week, every week
We have clients in Paris, Orange
County, Hawaii, the UK
1
2

51. The B2B marketing model is now a perfected, hard
to measure ROI except in that:
We are choosing which
clients to quote for
We have not pitched
since March 2021
3
4

52. The B2B marketing model is now a perfected, hard
to measure ROI except in that:
We are onboarding around
1 client a month whose brief is
to “do what you do for Switch”
5

53. Key Takeaway #4
Agencies should treat their
own comms like they would treat
those of their clients. No. It’s not
OK to miss an internal deadline!

54. Key Takeaways
Measure your organic results in comparison to your paid efforts.
Years of consistent hard work at gently nudging the perception
of a brand pays off.
Rapid and all-in testing yields excellent results. Better to take a
bad decision and fix it than to never take decisions.
Agencies should treat their own comms like they would treat those
of one of their clients. No. It’s not OK to miss an internal deadline!

55. @Falcon.io @SwitchMalta
#MeasuringWhatMatters #growwithsocial

56. @falconIO
falcon.io events@falcon.io