Social Marketing ROI - bullshit & reality
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Presentation of Florent Diverchy, digital consultant at Bisnode, during the Social Media Day Academy "Social Monitoring & Social ROI" on June 15th 2016
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Social Marketing ROI - bullshit & reality
- 2. Majority of the companies on the Belgian Market Big Multinationals Small & Medium Companies Big Marketing Budget Limited Marketing Budget Innovation Budget No Innovation Budget Failure is an option Failure is NOT an option Majority of the cases in Social Marketing Conferences Daring Advertisers Cautious Advertisers @thefrenchflo
- 5. He wants to hear about true ROI ROI MONEY OUT vs MONEY IN @thefrenchflo
- 6. What he is usualy told OUR BEST POST EVER WAS ”CLICK ON LIKE IF YOU LIKE US”! WE MANAGED TO HAVE 25% MORE FANS THAN OUR MAIN COMPETITOR! 3.5 RESHARE PER POST! WE CREATED BUZZ! 150.000VIDEO VIEWS!! @thefrenchflo
- 8. What you shouldn’t say to him @thefrenchflo
- 9. More Likes = More Clients 16.212.370 fans779.041 fans 7.300 cars sold in 20151.800.000 cars sold in 2015 Revenue 2015: 45 billion € Revenue 2015: 3 billion € x20 x246 x15 @thefrenchflo
- 10. More Likes = More Clients 1.498.906 fans3.129.481 51% under 1832% under 18 Not responsible for the household shopping @thefrenchflo
- 11. Brand Visibility Through Video Video marked as read after 3 seconds Autoplay 85% of videos are seen without sound @thefrenchflo
- 12. The value of a fan @thefrenchflo
- 13. The value of a fan @thefrenchflo
- 14. @thefrenchflo
- 15. For the cautious advertiser, you’re supposed to be a Social Media Marketing Elton John @thefrenchflo
- 17. Increasing social cases with small and medium companies Social Agencies Marketing Agencies Young Old First on Social Late on Social Sexy NOT sexy Majority of the cases in Social Marketing Conferences Innovation Expert Integration Expert @thefrenchflo
- 19. …that make the cautious advertiser confident. @thefrenchflo
- 20. 3 Unsexy Tools adapted for Social Social Ids Social Data Social Interactions Social Links SOCIAL CRM @thefrenchflo
- 21. 3 Unsexy Tools adapted for Social SOCIAL CRM % % % @thefrenchflo
- 22. 3 Unsexy Tools adapted for Social 000 001 010 011 110 111 101100 Bitmap Activity of the last 3 years % of each transition Basket value of each category Split Social/ non Social activity 40% 60% 52€ 61€ @thefrenchflo
- 23. ROI=number of CUSTOMERS Average yearly BASKET Marketing COSTS years of ACTIVITY x x( ) -[ ] @thefrenchflo
- 24. ROI=number of CUSTOMERS Average yearly BASKET Marketing COSTS Increase Increase Increase Decrease years of ACTIVITY x x( ) -[ ] @thefrenchflo
- 25. What you should say to him @thefrenchflo
- 26. In a Recruitment context Display Play video Like post Like page Share Click … ignore @thefrenchflo
- 27. In a Recruitment context Display Click Opt-In Order 58,17€ 6,81% 9,09% Example 001 @thefrenchflo
- 28. In a Recruitment context 58,17€ 6,81% 9,09% Example 001 @thefrenchflo
- 29. In a Retention context 000 001 010 011 110 111 101100 @thefrenchflo
- 30. In a Retention context 000 001 010 011 110 111 101100 @thefrenchflo
- 31. In a Retention context 000 001 010 011 110 111 101100 @thefrenchflo
- 32. In a Retention context AfterBefore 000 001 010 011 110 111 101100 000 001 010 011 110 111 101100 @thefrenchflo
- 33. In a Retention context AfterBefore 000 001 010 011 110 111 101100 000 001 010 011 110 111 101100 24% 76% 21,1% - 27,2% - 23,7% - 24,5% -23,9% 9.110 Example: e-commerce @thefrenchflo
- 34. In a Retention context AfterBefore 000 001 010 011 110 111 101100 000 001 010 011 110 111 101100 24% 76% 35% 65% 9.110 3.188 Expected: 2.186 Expected: 2.186 82,23€ 84,01€ Example: e-commerce @thefrenchflo
- 35. In a Retention context After 000 001 010 011 110 111 101100 35% 65% 3.188 Expected: 2.186 84,01€ @thefrenchflo
- 36. In an Upsell context Social Ids Social Data Social Interactions Social Links SOCIAL CRM @thefrenchflo
- 37. In an Upsell context Social Ids Social Data Social Interactions Social Links SOCIAL CRM @thefrenchflo
- 38. In an Upsell context With social interaction 000 001 010 011 110 111 101100 Without social interaction Global @thefrenchflo
- 39. In an Upsell context With social interaction 000 001 010 011 110 111 101100 Without social interaction Global @thefrenchflo
- 40. In an Upsell context Example: Retail Bought in last 6 months Custom audience 1 product per week 26 weeks 60% match 101€ 91€ 1,4 order / customer 1,6 order / customer 3.681 2.189 1.492 @thefrenchflo
- 41. Current Marketing Mix Average Basket % Conversion Opt-in Client Cost per Sales Cost per Opt in Cost per Click Cost per impression In a Marketing Optimization context @thefrenchflo
- 42. In a Marketing Optimization context Introducing Social Media as a way to reduce cost… @thefrenchflo
- 43. In a Marketing Optimization context … and increase performance at the same time @thefrenchflo
- 44. Cost per Active Lead (subscribed to the newsletter, still active 3 months later) In a Marketing Optimization context Example: Client FMCG 16€ 6€ 4€ @thefrenchflo
- 45. Case: Permesso Permesso Turbo Email Prospection Email + Facebook Prospection 0,15€ 1€ 6,67€ 11,11€ @thefrenchflo
- 46. @thefrenchflo
- 47. @thefrenchflo
- 48. @thefrenchflo
- 49. @thefrenchflo
- 50. @thefrenchflo
- 51. @thefrenchflo
- 52. 150€ = 1000 email sent 0,15€ 1€ 6,67€ 11,11€ 1000 150 22 13 150€ = 500 email sent + 75€ on Facebook 1,35€ 5,60€ 500 150+ads 111 27 CPC / 5 CPL / 2 @thefrenchflo
- 54. SOCIAL MEDIA ROI IS REAL, I SAW IT. @thefrenchflo
- 55. @thefrenchflo Florent.diverchy@bisnode.be Need boring tools to prove your social efforts? @thefrenchflo