Presentation at the Conversion Summit, Istanbul 2014: http://conversion.com.tr/conversion-summit-2014/

1. DATENTREIBER
We drive your business forward.
How Social Data
boosts Conversion
Martin Szugat, Conversion Summit 2014

4. Social media
marketing sucks?

5. Source: http://www.basicthinking.de/blog/2013/10/16/radio-charivari-und-das-verkorkste-facebook-gewinnspiel-um-10-000-
euro/

6. Stop burning
money.

7. Start making
money.

16. Social media is
a traffic driver.

17. Social media is a
revenue driver.

18. Data is the
new oil?

19. Source: https://www.facebook.com/notes/facebook-data-
science/the-formation-of-love/
10152064609253859

20. Social data is a
conversion driver.

21. Acquisition
Facebook Ads

22. Acquisition Activation
Facebook Ads Facebook App

23. Acquisition Activation
Facebook Ads Facebook App
Facebook Page

24. Acquisition Activation
Facebook Ads Facebook App
Facebook Share
Facebook Page

25. Acquisition Activation Revenue
Facebook Ads Facebook App
Facebook Page
Facebook Connect(ed
Website)
Facebook Share

26. Acquisition Activation Revenue
Facebook Ads Facebook App
Facebook Page
Facebook Connect(ed
Website)
Facebook Share

27. Acquisition Activation Revenue
Facebook Ads Facebook App
Facebook Page
Facebook Connect(ed
Website)
Facebook Share

28. Acquisition Activation Revenue
Facebook Ads Facebook App
Facebook Page
Facebook Connect(ed
Website)
Facebook Share

29. Acquisition Activation Revenue
Facebook Ads Facebook App
Facebook Page
Facebook Connect(ed
Website)
Facebook Share

30. Acquisition Activation Revenue
Facebook Ads Facebook App
Facebook Page
Facebook Connect(ed
Website)
Facebook Share

31. Acquisition Activation Revenue
Facebook Ads Facebook App
Facebook Page
Facebook Connect(ed
Website)
Facebook Share

32. Acquisition Activation Revenue
Facebook Ads Facebook App
Facebook Page
Facebook Connect(ed
Website)
Facebook Share

33. Acquisition Activation Revenue
Facebook Ads Facebook App
Facebook Page
Facebook Connect(ed
Website)
Facebook Share

34. Facebook
Ads
Facebook
Pages
Facebook
Apps
Facebook
Connect
Facebook
Share
Social Data Sources

35. Facebook
Ads
Facebook
Pages
Facebook
Apps
Facebook
Connect
Facebook
Share
Social Data Sources

37. Hyper-segmenta-tion

38. Hyper-segmenta-tion
Click
Anonymous
User Profile

39. Facebook
Ads
Facebook
Pages
Facebook
Apps
Facebook
Connect
Facebook
Share
Social Data Sources

40. Personal
Profile
Personal
Profile
Are the demographics of
the user equal to your
target group?

41. Action
Graph
Social
Graph
Interests
Graph
Is a fan of your company or
of your competitors?
Personal
Profile
Personal
Profile
Are the demographics of
the user equal to your
target group?

42. Action
Graph
Social
Graph
Interests
Graph
What is the lead score of
her / his friends?
Personal
Profile
Personal
Profile
Are the demographics of
the user equal to your
target group?
Is a fan of your company or
of your competitors?

43. Action
Graph
Social
Graph
Interests
Graph
Has written a positive
comment about your
product?
What is the lead score of
her / his friends?
Personal
Profile
Personal
Profile
Are the demographics of
the user equal to your
target group?
Is a fan of your company or
of your competitors?

44. Action
Graph
Social
Graph
Interests
Graph
Is a fan of your company?
Has written a positive
comment about your
product?
What is the lead score of
her / his friends?
Personal
Profile
Personal
Profile
Are the demographics of
the user equal to your
target group?
Lead Score

45. Facebook
Ads
Facebook
Pages
Facebook
Apps
Facebook
Connect
Facebook
Share
Social Data Sources

48. More information: http://facebook-studio.com/site/agencies/531#/gallery/submission/19039.

49. Facebook
Ads
Facebook
Pages
Facebook
Apps
Facebook
Connect
Facebook
Share
Social Data Sources

50. Source: http://www.futurebiz.de/artikel/social-commerce-eventbrite-traffic-umsatz-wachstum/
50

51. Know your
customer.

52. Acquisition Activation Revenue
Facebook Ads Facebook App
Facebook Page
Facebook Connect(ed
Website)
Facebook Share
ARPU
Virality
Stickiness

53. Acquisition Activation Revenue
Facebook Ads Facebook App
Facebook Page
Facebook Connect(ed
Website)
Facebook Share
CPC CPR CPO

54. Acquisition Activation Revenue
Facebook Ads Facebook App
Facebook Page
Facebook Connect(ed
Website)
Facebook Share
 CAC  CLV

55. Optimize your
ad budget.

56. Country
Prize
Source: http://www.snipclip.com

57. Country
Prize

58. Landing Page for Sweepstake A:

59. Landing Page for Sweepstake A:
Landing Page for Sweepstake B:
Source: http://www.snipclip.com

60. Measure.
Analyze.
Test.
Optimize.

63. Source: http://www.snipclip.com

66. Source: http://www.snipclip.com

67. 2.87
9.12
9.69
6.93
5.55
4.68 4.15 4.09
0 1-5 6-10 11-20 21-30 31-40 41-50 51-60
Sessions per user
Number of app friends
Source: http://www.snipclip.com

68. The final
secret.

69. Source: http://businessweek.com

70. Correlation isn‘t
causation.

71. DATENTREIBER
We drive your business forward.
Martin Szugat
Managing Director
Phone +49 176 1019 0176
Email martin.szugat@datentreiber.de
Web datentreiber.de
Twitter twitter.com/datentreiber
SlideShare slideshare.com/datentreiber
LinkedIn linkedin.com/company/datentreiber
XING xing.com/companies/datentreiber/
Facebook facebook.com/datentreiber

72. Quellenangaben für die
verwendeten Bilder und Grafiken
http://www.shutterstock.de – Diverse
Fotografen: donvictorio, ArtmannWitte, bikeriderlondon, Sascha
Burkard, E.G.Pors, razlomov, xtock, Jirsak, Ollyy, Karramba Production, Simon
Bratt, Oleksiy
Mark, patpitchaya, underworld, hxdbzxy, Thaiview, Nightman1965, terekhov
igor, Olga Danylenko, bikeriderlondon, Pot of Grass Productions, phipatbig, Oleksii
Sagitov, maximmmmum, philia, Vinko93,Petr Jilek, Alexander
Tihonov, Kondor83, Darryl Sleath, Stokkete, dvoevnore, mina, mharzl,
ChrisVanLennepPhoto. Die Liste erhebt keinen Anspruch auf Vollständigkeit.