Econsultancy Social Media Monetisation Case Study 1212418744419594 8
Download as PPTX, PDF
2 likes351 views
This document discusses monetizing social media through a case study measuring the value of social media marketing. It details an organization's social media campaign targeting sites for volume/reach and influence. The campaign cost 贈10,000 and generated 贈11,160 in direct traffic value and an estimated 贈44,640 in indirect traffic value through SEO improvements, for a 558% ROI. However, only 贈2,400 or 2.1% of 贈112,000 in total online sales were referred from social media. While beneficial for traffic, social media was less effective for direct sales. Indirect traffic from search was higher value. The conclusion is the campaign was worth it but indirect traffic is more valuable.
Econsultancy Social Media Monetisation Case Study 1212418744419594 8
- 1. Monetising Social MediaA case study in measuring the value of social media marketing onlineAshley FriedleinCEOE-consultancy.com
- 2. The future of the social webHarnessing Social Media for B2B and B2C marketing campaignsHow UK Government approaches the web and social mediaThe impact and ROI of social retailSocial and Professional Networking how marketers and users navigate in the Web 2.0 world2
- 3. What is Social Media?BlogsDiscussion Boards & CommunitiesProduct review sitesMedia-sharingSocial NetworkingBookmarking / taggingSocial commerce, social news etc.
- 4. Internet-based tools and venues where anyone can communicate publicly4
- 5. 5
- 6. Universal McCann Social Media Study6
- 8. Q:How did the YouTube clip help generate pledges?A: it's not a top referring site in terms of pledges and uptake of products, we're not seeing that come through.Rob Merrington, Head of Brand Advertising, EDF EnergyQ: Has Second Life worked for you?A: Its a lot more hype than reality.Chris Shimojima, VP, Nike.om8
- 9. 9
- 11. 11
- 12. How do we make money?AdvertisingAverage 贈20 per thousand page views / 2 ads per page / 3 pages views per visitAverage advertising value per visit = 12pCommerce (Subscriptions, Memberships, Events, Training etc.)Conversion rate = 0.25%Average order value = 贈200Average commerce value per visit = 50p
- 13. Average Total Value / Visit=62p13
- 14. (but some visits are more valuable than others)14
- 15. Direct TrafficIndirect Traffic(aka Google)15
- 17. 7,000 visits a day from Google= 贈4,340 a day17
- 18. 18
- 19. How many more direct visits can we get?Can we get more Google love?from social media marketing19
- 20. Question 1Should we engage with sites that deliver VOLUME (REACH) or INFLUENCE?20
- 21. Answer 1BothVOLUME = VOLUMEINFLUENCE = SEO = VOLUME21
- 22. Question 2So which sites would deliver volume (and the right prospective customers)And which (SEO) influence?22
- 23. Answer 2INFLUENCEVOLUME / REACH23
- 24. Lots of sites24
- 25. Prioritised + How to approach25
- 26. Go engage!26
- 27. Links via Online PR27
- 32. Facebook32
- 33. Links via Answering Questions33
- 34. Yahoo! Answers34
- 36. WikiAnswers36
- 37. Wikipedia37
- 38. Links via Profiles / Channels38
- 42. 42
- 43. Dailymotion43
- 44. Veoh44
- 45. Links via Bookmarking / Tagging45
- 46. Digg46
- 47. Del.icio.us47
- 49. Scores on the 糸看看姻壊49
- 50. CostSearch Agency贈3,000Data / ToolsFree (-ish)Internal Time5 days worth of timeCall it 贈10,000
- 51. Referred visits in last 6 weeksStumbleupon1,369LinkedIn669Wikepedia547Del.icio.us276Twitter106
- 52. Views = 1,7465No. referred visits =
- 53. No. referred visits = 77
- 54. Total no. social media referred visits =18,000 54
- 55. Value =18,000 X 62p =贈11.16k55
- 56. 56
- 57. SEO impact?57
- 58. Google Natural Search Referrals58
- 59. Total no. incremental visits for SEO improvement =72,000 59
- 60. Value =72,000 X 62p =贈44.64k60
- 61. 61
- 62. ROI =(贈11.16K + 贈44.64k) / 贈10k =558%62
- 63. BUT(theres always a but)63
- 64. How many of these links came from this campaign?64
- 65. Do we really know the Google improvements came about from this campaign?65
- 66. (but some visits are more valuable than others)less66
- 67. We assumed Average commerce value per visit = 50p67
- 68. So how much did we actually sell?68
- 69. 贈112k sold online in the period69
- 70. Social media referred salesβ2.4k(2.1% of sales)70
- 71. And EVERY SINGLE ONE of those... ALSO searched Google on us before buying71
- 72. Other BenefitsBuilt PR contacts dbFound high-performing new affiliatesFound new partners (e.g. for contras, co-registration etc.)
- 73. Other BenefitsBuilt influence / credibility
- 74. ConclusionWorth it but Quite a bit of work Value in tangential areasGood-ish for traffic; less good for salesIndirect traffic via search bigger than direct traffic (and higher value)But mostly
- 75. 75
- 76. Questions?E-consultancy Resources:Online Measurement and Strategy Report 2008 (with Lynchpin)http://www.e-consultancy.com/publications/online-measurement-and-strategy-report-2008/Web Analytics Buyers Guidehttp://www.e-consultancy.com/publications/web-analytics-buyers-guide-2007/Web Analytics Request for Proposal Templatehttp://www.e-consultancy.com/publications/web-analytics-rfp-request-for-proposal/Web Analytics Business Casehttp://www.e-consultancy.com/publications/web-analytics-business-caseMeasurement, Analytics and Optimisation Briefinghttp://www.e-consultancy.com/publications/analytics-measurement-optimisation-briefing-march-2008/