Econsultancy Social Media Monetisation Case Study 1212418744419594 8
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The document discusses measuring the value of social media marketing and monetizing social media. It examines what social media is and provides examples of social media platforms. It then analyzes metrics from a case study where a company engaged in social media marketing activities. While the campaign was successful in driving some traffic, the direct sales from social media referrals were relatively low. Overall, the campaign was deemed worthwhile but quite labor-intensive, and indirect traffic from search was more valuable than direct social media traffic.
Econsultancy Social Media Monetisation Case Study 1212418744419594 8
- 1. Monetising Social Media A case study in measuring the value of social media marketing online Ashley Friedlein CEO E-consultancy.com
- 2. The future of the social web Harnessing Social Media for B2B and B2C marketing campaigns How UK Government approaches the web and social media Social and Professional Networking how marketers and users navigate in the Web 2.0 world The impact and ROI of social retail
- 3. What is Social Media? Blogs Discussion Boards & Communities Product review sites Media-sharing Social Networking Bookmarking / tagging Social commerce, social news etc.
- 4. Internet-based tools and venues where anyone can communicate publicly
- 6. Universal McCann Social Media Study
- 7. Great for PR 京雨意
- 8. Q: Has Second Life worked for you? A: Its a lot more hype than reality. Chris Shimojima, VP, Nike.om Q: How did the YouTube clip help generate pledges? A: i t'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 Energy
- 12. How do we make money? Advertising Average 贈20 per thousand page views / 2 ads per page / 3 pages views per visit Average advertising value per visit = 12p Commerce (Subscriptions, Memberships, Events, Training etc.) Conversion rate = 0.25% Average order value = 贈200 Average commerce value per visit = 50p
- 13. Average Total Value / Visit = 62p
- 14. (but some visits are more valuable than others)
- 15. Direct Traffic Indirect Traffic (aka Google)
- 17. 7,000 visits a day from Google = 贈4,340 a day
- 19. How many more direct visits can we get? Can we get more Google love? from social media marketing
- 20. Question 1 Should we engage with sites that deliver VOLUME (REACH) or INFLUENCE?
- 21. Answer 1 Both VOLUME = VOLUME INFLUENCE = SEO = VOLUME
- 22. Question 2 So which sites would deliver volume (and the right prospective customers) And which (SEO) influence?
- 23. Answer 2 VOLUME / REACH INFLUENCE
- 24. Lots of sites
- 25. Prioritised + How to approach
- 26. Go engage!
- 27. Links via Online PR
- 30. BazaarVoice Blog
- 32. Facebook
- 33. Links via Answering Questions
- 34. Yahoo! Answers
- 35. LinkedIn Answers
- 36. WikiAnswers
- 37. Wikipedia
- 38. Links via Profiles / Channels
- 39. YouTube Channel
- 40. Twitter Channel
- 41. 際際滷share Channel
- 43. Dailymotion
- 44. Veoh
- 45. Links via Bookmarking / Tagging
- 46. Digg
- 47. Del.icio.us
- 48. Was it worth it?
- 49. Scores on the 糸看看姻壊
- 50. Cost Search Agency 贈3,000 Data / Tools Free (-ish) Internal Time 5 days worth of time Call it 贈10,000
- 51. Referred visits in last 6 weeks Stumbleupon 1,369 LinkedIn 669 Wikepedia 547 Del.icio.us 276 Twitter 106
- 52. Views = 1,746 No. referred visits = 5
- 53. No. referred visits = 77
- 54. Total no. social media referred visits = 18,000
- 55. Value = 18,000 X 62p = 贈11.16k
- 57. SEO impact?
- 58. Google Natural Search Referrals
- 59. Total no. incremental visits for SEO improvement = 72,000
- 60. Value = 72,000 X 62p = 贈44.64k
- 62. ROI = (贈11.16K + 贈44.64k) / 贈10k = 558%
- 63. 京雨意 (theres always a but)
- 64. How many of these links came from this campaign ?
- 65. Do we really know the Google improvements came about from this campaign ?
- 66. (but some visits are more valuable than others) less
- 67. We assumed Average commerce value per visit = 50p
- 68. So how much did we actually sell?
- 69. 贈112k sold online in the period
- 70. Social media referred sales 贈2.4k (2.1% of sales)
- 71. And EVERY SINGLE ONE of those... ALSO searched Google on us before buying
- 72. Other Benefits Built PR contacts db Found high-performing new affiliates Found new partners (e.g. for contras, co-registration etc.)
- 73. Other Benefits Built influence / credibility
- 74. Conclusion Worth it but Quite a bit of work Value in tangential areas Good-ish for traffic; less good for sales Indirect traffic via search bigger than direct traffic (and higher value) But mostly
- 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 Guide http://www.e-consultancy.com/publications/web-analytics-buyers-guide-2007/ Web Analytics Request for Proposal Template http://www.e-consultancy.com/publications/web-analytics-rfp-request-for-proposal/ Web Analytics Business Case http://www.e-consultancy.com/publications/web-analytics-business-case Measurement, Analytics and Optimisation Briefing http://www.e-consultancy.com/publications/analytics-measurement-optimisation-briefing-march-2008/