Calculating Online Value -

Possibilities and Requirements

ITB Berlin, March 7th 2014

Angelika Schwaff - Reisefreunde.

Publisher of Reisefreunde

Founder of Reiseblogger Kollektiv

Chief Strategy Manager of iambassador

since 2012: Consultant for Blogger Relations,

Social Media and Crisis Communication

2008-2012: Head of International Communications

for Germanwings

2003-2007: Spokesperson of Air Berlin

2002-2003: Freelance Journalist

Study of Communication and Journalism at

Freie Universität Berlin

About Angelika Schwaff:

Berlin.

Melvin Böcher – ROIcalculator.com.

- creator of the onlineROIcalculator.com

- founder of Traveldudes.org – The Social Travel

Guidebook

- top travel influencers online

- 160.000 followers on Twitter

- 32.000 fans on Facebook

- 15.000 on Google+

- co-founder iambassador

- creator of the award winning marketing campaign

Blog Ville

- iambassador campaigns with AVE's of EUR 1-3

million

About Melvin Böcher:

Berlin.

Yvonne Zagermann – JUST travelous.

- award-winning German TV journalist

- publisher of the bilingual travel blog JUST travelous

- one of the most awarded travel blogs worldwide

- et al: Best International Travel Blogger (Skyscanner)

- co-founder of Reiseblogger Kollektiv

- part of iambassador

www.justtravelous.com

About Yvonne Zagermann:

Berlin.

Carina Schmitz – häberlein & mauerer.

Junior PR Consultant, consulting & media work

Joined häberlein & mauerer in 2012

References: 25hours Hotels Company GmbH, Air

New Zealand, Universal Resorts Maldives

About häberlein & mauerer:

Since July 1, 1988

More than 180 communication experts

Offices in Munich and Berlin

Owner-operated by four members of managing

board: Uwe Freytag, Ute Hildebrandt, Stefan

Mauerer, Chris Stricker

About our tourism unit:

More than ten years of experience in the fields of

tourism and travel and a full-fledged division in its

own right since 2001

Further clients: Tourism New Zealand, Zurich, Visit

South Tyrol, West Sweden Tourist Board

About Carina Schmitz:

Berlin.

Jan Janzen – AUSSCHNITT Medienbeobachtung.

Main focus:

Data Mining

Big Data Structures

Media Analysis

Dr. Jan Janzen

Head of Digital Media

Tel: +49 30 20 39 87-175

E-Mail: jan.janzen@ausschnitt.de

About Jan Janzen:

Berlin.

Where are the readers nowadays?

Media Time spent per day:

Berlin.

Source: Edelman as cited by eMarketer

% of travellers who use this source for planning travel

Source: UKOM Netview

The internet is the leading source for travel planning info

- 50 employee

- 20,000 subscribed readers daily

- 10,000 newspapers sold extra daily

= 30,000 newspapers per day

= 930,000 sold newspapers per month

* 2,4 readers per newspaper

= Only 72,000 unique readers!

72,000 / 50 = 1,440

Cruise Magazine Newspaper in Germany

- edition 100,000 magazine

- how many sold???

- $ 60,000 full size ad

- article / ad seen by???

= $ 600 CPM

Online skyscrapper banner:

$ 8 - 20 CPM

Website / Blog

- 5 posts

- average 30,000 page views per month

- 150,000 visitors (readers) per month

- 50 tweets / promotion

= € 380,538 AVE

- 3 post with 2,300 actual views per month per post

(in a duration of 6-12 months)

- 24 tweets to 160,000 followers

(3.84 million tweet impressions)

= € 29,740 AVE

(excluded promotion via Google+, Facebook etc.)

Erik Qualman (Socialnomics): “90% of consumers trust peer recommendations,

but only 14% trust ads!”

Do not compare! BUT focus on actual readers: Your Audience!

Source: kateevangelistarandr.blogspot.de, Pulse.me and The Guardian

11

Online Value is the worth an article published anywhere

online has for your company or institution. At best it should

be given in a well-known economic measure.

So, give me the algorithm!

13 Medienresonanzanalyse XXX 2014

RWE Deutschland AG

Sorry, it‘s not that easy. Due to the different online

activities of companies, they have to use different means

for calculating online value.

Sales/Leads

Tracking

Monitor a post‘s

sales by tracking

the In-Links to

your domain.

1

advertising

equivalence

value/cost for

1000 impressions

Compare articles

to adverts and

define the worth

of clicks.

2

Tonality/

Pervasion with

Brand Topics

Monitor positive

articles and the

attention given to

key topics by

target groups.

3

Sales/Leads

Tracking

Monitor a post‘s

sales by tracking

the In-Links to

your domain.

1

Online Value is quantified in terms of currency,

so ROI is directly quantifiable

All necessary tools are free of charge

Only possible with webshop (only)

Profound analytics for your webshop are needed

Comprehensible relation to economic measures

Uses methods approved in print-monitoring

Ad prices must be known for all platforms

Costs associated with necessary tools/agencies

advertising

equivalence

value/cost for

1000 impressions

Compare articles

to adverts and

define the worth

of clicks.

2

Further insights for different divisions

Potential for reputation buildup can be tracked

Indirect relation to economic measures

Costs associated with necessary tools/agencies

Tonality/

Pervasion with

Brand Topics

Monitor positive

articles and the

attention given to

key topics by

target groups.

3

häberlein & mauerer case – 25hours Hotel Wien Clippings

© häberlein & mauerer Page 18

Print Online Blog

Cosmopolitan,

print run: 397.191,

AVE: 34.000 €

Stern.de,

PI‘s: 3.352.860,

UU: 257.143,

AVE: 18.641,87 €

Justtravelous.com,

PI‘s: 58.006,

UU: 29.425,

AVE: 450 €

Example: Yvonne – JustTravelous.com

- 1 article

- 2,300 views per month per post (in a duration of 6-12 months)

- Skyscrapper banner for € 15 CPM

- 1 link to external site

- promotion via Twitter to 6,163 followers

- promotion via Facebook to 7,119 fans (121 talking about this)

Exemplary Case

Basic Facts: 15 € CPM, 2,300 views per month

Unweighted AEV/Month: 34,50 €

Possible weighting factors

Tonality Inlinks

Social Spread Articel Size

Source:

1 article on justtravelous.com: € 5

8 tweets to 6,163 followers: € 751.50

2 Facebook posts to 7 119 fans: € 217.02

Final AVE: € 973,52

The figures are calculated in South African Rands. The total value in €

is roughly (this will fluctuate with the exchange rate).

These values are projections - and do not take things like re-shares

into account.

AVE – Advertise Value Equivalent Print Media

In print media:

article size = ad value = AVE

How not to calculate it online:

ad size value = AVE

Advertise Value Equivalent (AVE) Online Media

Online:

article size = ad value = AVE

Difference: more precise stats

Note: Variables such as niche, audience, traffic...

→ different ad price

→ different AVE

Example: Yvonne – JustTravelous.com

- 1 article

- 2,300 views per month per post (in a duration of 6 months)

- 685 pixel width of post

- € 15 CPM (Skyscrapper)

- 8 tweets to 6,163 followers

- value per tweet: € 9.98

- Total Twitter value: € 79.80

- 1 link to external site (€ 300)

= € 4,810.90 total value

(excluded promotion via Google+, Facebook etc.)

Thank you very much!

Panel Discussion

How To Calculate Online Value