Facebook ROI beyond the numbers

Feb 21, 20180 likes319 views

Case: Vækstfonden Why are most companies struggling with deploying cost-effective Facebook metrics for maximizing ROI? Nick Traulsen, The Marketing Guy, is here to uncover the secrets behind social ROI beyond the numbers. Join this webinar to: - Get the best current practices to maximize your ROI - Dive into industry cases to get the indicators of Facebook success from organizations such as Vækstfonden, the Danish state-owned investment and financing fund - Find out how a data-driven social strategy can help you reach your social KPIs successfully - Learn how to uncover unused Facebook potential in your organization

Data, Data, Data
PATRICK
WOLFFGANG
NICK
TRAULSEN

Data, Data, Data
Komfo Webinar 21/02
• Intro
• Facebook
• S.A.L.E.S
• Case: Vækstfonden
- Challenges
- Action plan
- Which ads and tools
- What was the result

Data, Data, Data
Denmark The World
Time spent on mobile
phone per day in percent
3,6 mio.
each month
3h 40m
each day on a
mobile phone
each day
All other apps

SHAREABILITY
- Is this something exciting?
RATE 1 2 3 4 5
S

RATE 1 2 3 4 5
AUDIENCE
- Is your audience well defined?
A

RATE 1 2 3 4
l LIFETIME VALUE
- Do you make enough to
support push marketing?
5

RATE 1 2 3 4 5
E EASY TO EXPLAIN
- Is it easy to explain the concept?

RATE 1 2 3 4 5
S SENSE OF URGENCY
- Why do i need it now?

5-10
20%
There are not big chances of posi-
tive ROI on Facebook for your busi-
ness. However, Facebook’s price
per. exposure is inexpensive com-
pared to other media, and there-
fore some branding campaigns and
videos may make sense.
You should not have your expecta-
tions too high. However, there may
be a chance of getting retargeting
ads to work, as well as using
Facebook for branding.
Facebook will most likely be a good
sales platform for your business.
You will be able to experience
sales through push campaigns, re-
targeting and branding. It will not
necessarily be your primary sales
platform, but with competent ad-
vertising there is potential for
good results.
Your chances for succes on Face-
book are good, and that Facebook
will be your primary sales channel.
Here you will be able to achieve
direct sales, promotional cam-
paigns, e-mail collection for news-
letters etc., app installs, retargeting,
branding and more.
11-15
40%
16-20
60%
21-25
80%
RATE RATE RATE RATE

Data, Data, Data
Frontpage
/Sådan gør vi /Bliv groennere
og mere effektiv
/Udvid din
forretning
/Køb en
virksomhed
/Om vækstfonden
/Få en
investor
/Landbrugsbedrift
/Forny din
produktion
/Indtag nye
markeder
/Nyheder og
analyser
Hvad du skal forberede dig på,
inden vi mødes
Sådan fungerer
Dansk Landbrugskapital
Danmarks Grønne
Investeringsfond
finansierer solcelletag
GomSpace: De første
i verden til at benytte
nanosatellitter kommercielt
Få Vækstfondens nyheder
og analyser på mail
Danske eloomi har udviklet software
til medarbejderudvikling
Se hvordan Lundsøe
Køl & Frys fik forbedret
BluePack fik realiseret sine
vækstplaner
En dansk ingeniør
fra Aarhus
Like Vækstfonden og følg med
RETARGETING

Data, Data, Data
0,38
0,47
0,38 0,38
0,83
0,47
0,35
0,29 0,32
0,00
0,20
0,40
0,60
0,80
1,00
CP 10 Sec video view
Int_Venstre TMG_Business Int_FarmBrand
Int_Farm Job_Farming RE-Website
Bus_Agriculture RE-Engagement Pages
60 56
36
49
87
60
47
35
27
0
20
40
60
80
100
CPM
Int_Venstre TMG_Business Int_FarmBrand
Int_Farm Job_Farming RE-Website
Bus_Agriculture RE-Engagement Pages
Video on
FACEBOOK

Data, Data, Data
Events
Funnel 1
14 days before
Content:
- Video with intro to
the case and the day
Segment:
- Primary target audience
- Geographically defined
Content:
- Video with intro to
the case and the day
Segment:
- Primary target audience
- Geographically defined
- Anyone who has seen >
50% of funnel 1
Funnel 2
9 days before
Funnel 3
4 days before
Content:
- Video with intro to
the case and the day
Segment:
- Primary target audience
- Geographically defined
- Anyone who has seen >
50% of funnel 1
- People who have visited
the landingpage

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Facebook ROI beyond the numbers

2. Data, Data, Data PATRICK WOLFFGANG NICK TRAULSEN

3. Data, Data, Data Komfo Webinar 21/02 • Intro • Facebook • S.A.L.E.S • Case: Vækstfonden - Challenges - Action plan - Which ads and tools - What was the result

4. Data, Data, Data TIME SPENT ON FACEBOOK

5. Data, Data, Data Denmark The World Time spent on mobile phone per day in percent 3,6 mio. each month 3h 40m each day on a mobile phone each day All other apps

6. S.A.L.E.S

7. SHAREABILITY - Is this something exciting? RATE 1 2 3 4 5 S

8. RATE 1 2 3 4 5 AUDIENCE - Is your audience well defined? A

9. RATE 1 2 3 4 l LIFETIME VALUE - Do you make enough to support push marketing? 5

10. RATE 1 2 3 4 5 E EASY TO EXPLAIN - Is it easy to explain the concept?

11. RATE 1 2 3 4 5 S SENSE OF URGENCY - Why do i need it now?

12. 5-10 20% There are not big chances of positive ROI on Facebook for your business. However, Facebook’s price per. exposure is inexpensive com- pared to other media, and therefore some branding campaigns and videos may make sense. You should not have your expecta- tions too high. However, there may be a chance of getting retargeting ads to work, as well as using Facebook for branding. Facebook will most likely be a good sales platform for your business. You will be able to experience sales through push campaigns, retargeting and branding. It will not necessarily be your primary sales platform, but with competent advertising there is potential for good results. Your chances for succes on Face- book are good, and that Facebook will be your primary sales channel. Here you will be able to achieve direct sales, promotional campaigns, e-mail collection for news- letters etc., app installs, retargeting, branding and more. 11-15 40% 16-20 60% 21-25 80% RATE RATE RATE RATE

13. Data, Data, Data Challenges and objectives Challenges: Untapped potential on social media Lack of strategy Objectives: Branding/Positioning - Likes - Cases - Video Understanding the segment Signups for newsletter Event participations

14. Data, Data, Data Frontpage /Sådan gør vi /Bliv groennere og mere effektiv /Udvid din forretning /Køb en virksomhed /Om vækstfonden /Få en investor /Landbrugsbedrift /Forny din produktion /Indtag nye markeder /Nyheder og analyser Hvad du skal forberede dig på, inden vi mødes Sådan fungerer Dansk Landbrugskapital Danmarks Grønne Investeringsfond finansierer solcelletag GomSpace: De første i verden til at benytte nanosatellitter kommercielt Få Vækstfondens nyheder og analyser på mail Danske eloomi har udviklet software til medarbejderudvikling Se hvordan Lundsøe Køl & Frys fik forbedret BluePack fik realiseret sine vækstplaner En dansk ingeniør fra Aarhus Like Vækstfonden og følg med RETARGETING

15. Data, Data, Data 0,38 0,47 0,38 0,38 0,83 0,47 0,35 0,29 0,32 0,00 0,20 0,40 0,60 0,80 1,00 CP 10 Sec video view Int_Venstre TMG_Business Int_FarmBrand Int_Farm Job_Farming RE-Website Bus_Agriculture RE-Engagement Pages 60 56 36 49 87 60 47 35 27 0 20 40 60 80 100 CPM Int_Venstre TMG_Business Int_FarmBrand Int_Farm Job_Farming RE-Website Bus_Agriculture RE-Engagement Pages Video on FACEBOOK

16. Data, Data, Data Events Funnel 1 14 days before Content: - Video with intro to the case and the day Segment: - Primary target audience - Geographically defined Content: - Video with intro to the case and the day Segment: - Primary target audience - Geographically defined - Anyone who has seen > 50% of funnel 1 Funnel 2 9 days before Funnel 3 4 days before Content: - Video with intro to the case and the day Segment: - Primary target audience - Geographically defined - Anyone who has seen > 50% of funnel 1 - People who have visited the landingpage

17. Data, Data, Data Data

18. Q&A

19. Thanks

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