Post on 15-Apr-2017
Social Marketing ROI:Bullshit & Reality
@thefrenchflo
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
What the cautious advertiser perceives as
Bullshit and what makes him want to Try
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The Cautious AdvertiserLimited budget
JustificationPlaying his head
@thefrenchflo
He wants to hear about true ROI
5 years oldStill not applied
ROI
MONEY OUT vs MONEY IN
@thefrenchflo
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!
150.000 VIDEO VIEWS!!
@thefrenchflo
SOCIAL ROI
Rule 1 ofSOCIAL ROI:
@thefrenchflo
What you shouldn’t say to him
@thefrenchflo
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
More Likes = More Clients
1.498.906 fans3.129.481
51% under 1832% under 18
Not responsible for the household shopping
@thefrenchflo
Brand Visibility Through Video
Video marked as read after 3 seconds
Autoplay
85% of videos are seen without sound
@thefrenchflo
The value of a fan
@thefrenchflo
The value of a fanExemple FMCG
Average Basket of Client: 52€
23% Of Opt-ins become clients
28% of Fans subscribe to the newsletter
3,34€
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... And it is the same for Social Media Marketing.
@thefrenchflo
For the cautious advertiser, you’re supposed to be a Social MediaMarketingElton John
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The Cautious Advertiser
@thefrenchflo
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
3 Unsexy Tools…
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…that make the cautious advertiser confident.
@thefrenchflo
3 Unsexy Tools adapted for Social
Social Ids
Social Data
Social Interactions
Social Links
SOCIAL CRM
@thefrenchflo
3 Unsexy Tools adapted for SocialSOCIAL CRM
% %%
@thefrenchflo
3 Unsexy Tools adapted for Social
000 001
010
011
110
111
101100
Bitmap Activity of the last 3 years% of each transitionBasket value of each categorySplit Social/ non Social activity
40%
60%
52€ 61€
@thefrenchflo
ROI=number ofCUSTOMERS
Average yearlyBASKET
MarketingCOSTS
years ofACTIVITYx x( ) -[ ]
@thefrenchflo
ROI=number ofCUSTOMERS
Average yearlyBASKET
MarketingCOSTS
Increase Increase Increase DecreaseRecruitment
Retention Upsellcross-sell
MarketingOptimization
years ofACTIVITYx x( ) -[ ]
@thefrenchflo
What you should say to him
@thefrenchflo
In a Recruitment context
Display
Play videoLike postLike page
ShareClick
…
ignore
@thefrenchflo
In a Recruitment context
Display
Click
Opt-InOrder
58,17€
6,81%
9,09%
Example
001
@thefrenchflo
In a Recruitment contextFixed Costs650€ Campaign management250€ Material Creation
Campaign Results12.222 clicks0,22€/click
Final Costs650 + 250 + 0,22 x 12.222 = 3.588.84€
Extrapolation12.222 Clicks832 opt-ins
76 new clients
Revenue 4.401.01€
ROI = Revenue – Cost = + 812.17€ = + 0.22€ / 1€
58,17€
6,81%
9,09%
Example
001
@thefrenchflo
In a Retention context
000 001
010
011
110
111
101100
@thefrenchflo
In a Retention context
000 001
010
011
110
111
101100
@thefrenchflo
In a Retention context
000 001
010
011
110
111
101100
@thefrenchflo
In a Retention contextAfterBefore
000 001
010
011
110
111
101100
000 001
010
011
110
111
101100
@thefrenchflo
In a Retention contextAfterBefore
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
In a Retention contextAfterBefore
000 001
010
011
110
111
101100
000 001
010
011
110
111
101100
24%
76%
35%
65%
9.110 3.188Expected: 2.186 Expected: 2.18682,23€ 84,01€
Example: e-commerce
@thefrenchflo
In a Retention contextAfter
000 001
010
011
110
111
101100
35%
65%
3.188Expected: 2.186 84,01€
Fixed Costs60.000€ Community Managers 8.650€ vouchers/gifts/…
Increase in Retention1.002 personWith an average basket of 84,01€
Extra Revenue generated1.002 x 84,01 = 84.178,02 €
ROI = Revenue – Cost = 84.178,02 – 68.650= + 15.528,02€= + 0.23€ / 1€
@thefrenchflo
In an Upsell context
Social Ids
Social Data
Social Interactions
Social Links
SOCIAL CRM
@thefrenchflo
In an Upsell context
Social Ids
Social Data
Social Interactions
Social Links
SOCIAL CRM
@thefrenchflo
In an Upsell contextWith social interaction
000 001
010
011
110
111
101100
Without social interaction
Global
@thefrenchflo
In an Upsell contextWith social interaction
000 001
010
011
110
111
101100
Without social interaction
Global
@thefrenchflo
In an Upsell contextExample: Retail
Bought in last 6 months
Custom audience
1 product per week26 weeks
60% match
101€
91€ 1,4 order / customer
1,6 order / customer3.681
2.189
1.492
Fixed Costs5.500€ Community Managers (timesheet)
6.500€ Creatives2.276€ Facebook Ads (CPC model)
Extra Revenue generated2.189 x (101-91) = 21.890,00 €
ROI = Revenue – Cost = 21.890 – 14.276= + 7.614€= + 0.53€ / 1€
@thefrenchflo
Current Marketing Mix
Average Basket% Conversion Opt-in ClientCost per SalesCost per Opt inCost per ClickCost per impression
In a Marketing Optimization context
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In a Marketing Optimization context
IntroducingSocial Mediaas a way toreduce cost…
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In a Marketing Optimization context
… and increase performance at the same time
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Cost per Active Lead(subscribed to the newsletter, still active 3 months later)
In a Marketing Optimization contextExample: Client FMCG
16€
6€
4€
@thefrenchflo
Case: Permesso Permesso Turbo
Email Prospection Email + Facebook Prospection
0,15€
1€6,67€
11,11€
@thefrenchflo
We choose, together with you,
the best possible target among
an audience of 500.000 people
in Permesso
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We send them an email
containing your message
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After one week, we detect who
reacted the best to your email
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We find similar profiles among
Facebook audience
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We create the Facebook
campaign that will amplify your
message
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We provide you an integrated
and in-depth reporting of your
whole campaign
@thefrenchflo
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 / 5CPL / 2
@thefrenchflo
ConclusionROI, ROI EVERYWHERE
@thefrenchflo
SOCIAL MEDIA ROI IS REAL, I SAW IT.
@thefrenchflo
@thefrenchfloFlorent.diverchy@bisnode.be
Social MediaMarketing
BringsTrue ROI.
Let’s spread the word!
Need boring tools to prove your social efforts?
@thefrenchflo