Intervention - Mats Carduner, CEO fifty five au HUBFORUM 2012 - Paris : http://www.hubforum.com/paris/2012 Tout le monde se demande « quel intérêt financier pour les marques d’être sur les réseaux sociaux ? » Mats Carduner souhaite nous faire passer trois messages sur le Social. D’une part, ne pas regarder le social comme un silo mais dans un écosystème pour les comparer intelligemment. Ensuite, il faut appréhender le social sur un site comme un signal d’engagement parmi d’autres. Enfin, il faut y réfléchir quand il vient directement d’une fan page, en tant que canal d’acquisition et de conversion en termes d’apport de business.

1. Social?
• “We simply don't know who we are talking to. And for x millions fans pages,
this can not last.”
G. D. Marketing Director, CPG
• “Only 1% of sales – whether from new or repeat buyers – come from Social.”
Forrester: The Purchase Path of Online Buyers in 2012
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2. How Analytics can help
1. Don’t look at Social in a silo (FP vs FP), but look at it across platforms,
across devices, across all digital assets.
Try to segment all your web assets, including Social, in a consistent way.
2. Look at Social as an engagement signal among many others.
3. Look at Social as an acquisition channel
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3. 1. Look at Social across all digital assets
Asset Classical Sympathizer Ambassador
Site web
Visits who have seen Visits from visitors
Visits from visitors
any content who have shared
engaged with the
App iOS
associated with the content outside of the
content
media media
App
People talking about
Reach Engaged Users
Fan Page
this
Engagement with the Brand Channel
View
Channel content subscriber
Reach # of retweets Tweets with # tags
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4. 2. Look at Social as one Engagement signal among others
Status Action Emailing Base
Site A Minisite B
E1 Visitor Visit Visit NA
E2 Subscriber Email + zip code NA Unqualified
E3 Member Name + Surname Account set up Qualified
Engagement
Sharing content Sharing content
E4 Sympathizer NA
(FB, Twitter) (FB, Twitter)
Accomplishing
E5 Activist NA Active
a specific action
Answer (d) in a
E6 Ambassador Generating content Publisher
specific onsite survey
Answer (b) in a
E7 Super Ambassador Subscribe to VIP Club VIP
specific onsite survey
Conversion
C1 Non buyer Visit Visit NA
C2 Buyer (and more…) Check out NA Client
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5. 3. Look at Social as a Media channel
Display Social Retargeting Email SEA SEO
Affiliate Media Brand Brand
Home Page Product Page A Add to cart Content Page Page produit B Achat produit A
• 2 pages views • 4 pages views • 3 pages views • Bounce • 2 product views • 2 product views
• 1st visit • 2 searches • 2 product views • 2d. before purchase • Cart unchanged • Checkout
• … • … • … • … • …
100%
SEM Lambda
100%
Affiliate X
100%
6% 34% 32% 3% 9% 16%
Each Channel is weighted according to the level of engagement it triggers, and the context of the path
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6. 3 learnings from Analytics
Don’t listen Look at all Voice the real
to just one conversation engagement signals contribution of Social
in your media mix
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