IonSearch Conference - 19th April 2013
•
6 recomendaciones•1,348 vistas
Keynote presentation for IonSearch conference in Leeds with BlueClaw. Full list of links can be found at http://jeremywaite.tumblr.com/post/48343168078/ionsearch-keynote-19th-april-leeds-uk-jeremys [Note: This slideshare is only "downloadable" for 24 hours]
Recomendados
Recomendados
Más contenido relacionado
Más de Jeremy Waite
Más de Jeremy Waite (20)
Último
Último (20)
IonSearch Conference - 19th April 2013
- 1. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. I wouldn’t say I’m the best manager in the country… but I I’m in the top one Brian Clough
- 2. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.© 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How much is a fan worth (if anything)… @JeremyWaite | Head of Social Strategy | Adobe, EMEA #ionSearch
- 3. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 3
- 4. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How much am I worth to Lego? 4
- 5. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. How much am I worth to Marmite? 5
- 6. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 7. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 8. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Syncapse – Value of a Fan 2010 8 Facebook Fan $508 Non Fan $259
- 9. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. WE UNDERSTAND YOUR AUDIENCE AND Your fans are not worth $136.
- 10. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Comscore – Power of a Like 2 14x more traffic to Facebook than .com Amazon fans spend 2x more than non-fans Walmart’s Facebook generates 3.4x more traffic than .com Friends of Target fans are 27% more likely to buy
- 11. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. We have a problem… 11 “Anybody who says they can track Facebook activity to sales is in a bubble and living on a spaceship”. Michael Lebowitz Skittles Ad Agency CEO 90% Content Marketers Only Track Engagement Metrics #AllFacebookConf
- 12. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 13. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 14. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. “This is about getting everything down to one number. Using stats the way we read them, we will find value in things that nobody else can see”.
- 15. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Just because we can measure everything doesn’t mean that we should.
- 16. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. SALES e-Commerce BRAND AWARENESS Consumer Brand ADVERTISING RECALL Media Brand ADVOCACY Fashion Retail BRAND PREFERENCE Food & Beverage Retail SOCIAL MEDIA How Much is a Fan Worth?
- 17. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 1. Who 2. What 3. Why 4. Where 5. When 1. Brand Awareness
- 18. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 2. Brand Preference 64%
- 19. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Adobe® Creative Cloud™ Adobe® Marketing Cloud 3. Advocacy £5,300
- 20. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 4. Advertising Recall % Digital Ad Spend 2013 of total 25% Social – 5% Email - 4% Mobile – 9% Display – 33% Search – 50%
- 21. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Advertising Recall & ROI 21
- 22. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. What’s the ROI of your team? Return on Investment Return on Impressions Return on Interactions Return on Innovation Return on Ignorance
- 23. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 5. Sales
- 24. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 24 What is ROI?
- 25. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. ROI in Social Media is the same as ROI in any other area of business (Revenue Gained – Investment) Investment * 100
- 26. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. (Revenue Gained – Investment) ROI in Social Media is the same as ROI in any other area of business Investment * 100
- 27. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. Let’s See How It Works in Social…
- 28. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. ANGRYBIRDS.COM - BUY MERCH OR PLAY GAME DIGITAL MARKETING TOOLS AND TRACKING = ROI (£) • Data Capture • Drive Sales CONVERT COMMUNITY MANAGEMENT & CUSTOMER SERVICE • Value of a Fan (£) BLOGGER OUTREACH PROMOTE REVIEWS ON OWNED MEDIA & INFLUENCER BLOGS • Customer Engagement • Brand Awareness • Agency Integration EMAIL FOLLOW- UP WITH CTA CUSTOMER DATA CAPTURE ENGAGE “SOCIAL BY DESIGN” FACEBOOK APPLICATION Integrated Social Campaign £1.2m Game Build ACQUIRE OWNED Comm. Strategy Conversation Strategy Content & Conversation Circles & Hangouts PAID ASU / Premium Promoted Tweets & Trends Content & Traffic Driver £700k Facebook Ads £100k Twitter Media 20m Fans 518k Followers 779m Views 3.4m Circles 489 Pins 10% of 20m Play= 2m 50% Pay 69p for game (1m) 50% Play the Free Android Version (1m) 1m x 69p £690,000 Ad Model£1m / month£12m 1% Players Complete Data Capture Form (20k) 200,000 Users Data @ £5 £1m 5% Sign Up on Website but don’t fill in form (100k) Blogs & Affiliates Drive Sales & Downloads Net Profit from Affiliate Traffic £1m 2.5% of 2m Buy a £10 Bird on .com (50k x £10) £500k Investment £700,000 Facebook Ads £100,000 Promoted Tweets £1,200,000 Game Build £2,000,000 £1.2m Game Build £700k Facebook Ads £100k Twitter Media
- 29. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. ANGRYBIRDS.COM - BUY MERCH OR PLAY GAME DIGITAL MARKETING TOOLS AND TRACKING = ROI (£) • Data Capture • Drive Sales CONVERT COMMUNITY MANAGEMENT & CUSTOMER SERVICE • Value of a Fan (£) BLOGGER OUTREACH PROMOTE REVIEWS ON OWNED MEDIA & INFLUENCER BLOGS • Customer Engagement • Brand Awareness • Agency Integration EMAIL FOLLOW- UP WITH CTA CUSTOMER DATA CAPTURE ENGAGE “SOCIAL BY DESIGN” FACEBOOK APPLICATION Integrated Social Campaign £1.2m Game Build ACQUIRE OWNED Comm. Strategy Conversation Strategy Content & Conversation Circles & Hangouts PAID ASU / Premium Promoted Tweets & Trends Content & Traffic Driver £700k Facebook Ads £100k Twitter Media 20m Fans 518k Followers 779m Views 3.4m Circles 489 Pins 10% of 20m Play= 2m 50% Pay 69p for game (1m) 50% Play the Free Android Version (1m) 1m x 69p £690,000 Ad Model£1m / month£12m 1% Players Complete Data Capture Form (20k) 200,000 Users Data @ £5 £1m 5% Sign Up on Website but don’t fill in form (100k) Blogs & Affiliates Drive Sales & Downloads Net Profit from Affiliate Traffic £1m 2.5% of 2m Buy a £10 Bird on .com (50k x £10) £500k 1m x 69p £690,000 Ad Model£1m / month£12m 20,000 Users Data @ £5 £100k Net Profit from Affiliate Traffic £1m 2.5% of 2m Buy a £10 Bird on .com (50k x £10) £500k Revenue (Sales) £690,000 Downloads £12m Ad Model £100k Data Capture £1m Affiliate Profit £500k Merchandise £14,290,000
- 30. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. (Revenue - Investment) Investment * 100
- 31. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. (£14,290,000 - £2,000,000) £2,000,000 6.145 x100
- 32. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. (£14,290,000 - £2,000,000) £2,000,000 6.145 x100
- 33. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. ANGRYBIRDS.COM - BUY MERCH OR PLAY GAME DIGITAL MARKETING TOOLS AND TRACKING = ROI (£) • Data Capture • Drive Sales CONVERT COMMUNITY MANAGEMENT & CUSTOMER SERVICE • Value of a Fan (£) BLOGGER OUTREACH PROMOTE REVIEWS ON OWNED MEDIA & INFLUENCER BLOGS • Customer Engagement • Brand Awareness • Agency Integration EMAIL FOLLOW- UP WITH CTA CUSTOMER DATA CAPTURE ENGAGE “SOCIAL BY DESIGN” FACEBOOK APPLICATION Integrated Social Campaign £1.2m Game Build ACQUIRE OWNED Comm. Strategy Conversation Strategy Content & Conversation Circles & Hangouts PAID ASU / Premium Promoted Tweets & Trends Content & Traffic Driver £700k Facebook Ads £100k Twitter Media 20m Fans 518k Followers 779m Views 3.4m Circles 489 Pins 10% of 20m Play= 2m 50% Pay 69p for game (1m) 50% Play the Free Android Version (1m) 1m x 69p £690,000 Ad Model£1m / month£12m 1% Players Complete Data Capture Form (20k) 20,000 Users Data @ £5 £100k 5% Sign Up on Website but don’t fill in form (100k) Blogs & Affiliates Drive Sales & Downloads Net Profit from Affiliate Traffic £1m 2.5% of 2m Buy a £10 Bird on .com (50k x £10) £500k Social Success (Not ROI) Impressions – 6.2 billion Mentions – 400 million New Fans – 700,000 New Followers – 70,000 Video Views – 3.5 million Positive Sentiment +65% Share of Voice +320% Game Dwell Time 9:30 Ad Recall, Brand Preference, Social NPS….
- 34. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. With an ROI of 615% the Angry Birds Facebook page (24.3m fans) could be worth…
- 35. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential.
- 36. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. 36 What’s next?
- 37. © 2013 Adobe Systems Incorporated. All Rights Reserved. Adobe Confidential. @JeremyWaite | Questions? 37
Notas del editor
- Filter out the signal from the noiseFind good people / good agencies / good tool vendors – 85% < 2 years = bad advice
- Content + Data + Analytics30 years of Experience$600m+ Consulting BusinessMarketing Cloud® integrationUnderstand Big Data (1 Tr / QTR)Tracking 19 Billion Transactions/ DayConsult for 18 of Worlds Top 20 E-commerce BusinessesEmploy 100’s Analysts GloballyFacebook PMD Partner (4 badges)
- Busy landscape – make sense of signal & noise Strategy – can’t look at one problem on it’s ownEven though clients usually start with 1 specific need1 stat + 1 brand for eachUseful insight & takeawaysThoughtful debateHelp shaping your own strategy
- $508.16 fan x $259.82 fan
- Good methodology – but BAD generalisations followed
- Let’s not forget fans can have –ve valueKeep Calm and Hit Her? AmazonUK – biggest UK facebook page – didn’t even respond on twitter when EVERYONE went madEven after it was trending AND appeared on BBC News & Sky NewsStarbucks – Alex Wheeler - there’s no point having 34m fans if you’re not going to do anything with them
- Unlike Lady Gaga – skittles had the most likes and comments on a single post.Did it boost sales14x more traffic to FB than .comI worked with T-Mobile - ONLY used to track engagement
- Social is the one area of business where you don’t need to outspend your competitors in order to beat themIt’s about reducing all this data down to one numberUsing data the way that we read it – we’ll find value that noone else can seeONE numberSocial = sameDifferent for each business
- Moneyball trailer 2:00Seen it? (Drawn your own conclusions)Oakland $39m v NY Yankee’s $114Small v Big – Level playing field – comparisonsSearched hashtag last night – social business / HR moneyball / VP of Radian6 tweeted me wondering if the moneyball principle might work for sales teams
- Social NPSUsing social to measure effectiveness of TV spendIncrease the value of your brandIncreasing Brand Awareness or Ad Recall
- 5 things cmo’s care aboutSALES = ROIBRAND AWARENESS = EYEBALLSPREFERENCE = NPSADVOCACY = INFLUENCERSAD RECALL = MONEY WELL SPENT?
- Heineken believe that the majority of their 12.5m Facebook fans are 64% more likely to recommend them to their friends in the pub.
- Now, let’s dig a little deeper into the Creative and Marketing clouds. On the left, is the Creative Cloud where you, your designers or your agencies create beautiful content and work collaboratively using Creative Suite tools such as Photoshop, InDesign, or Premier Pro. The Creative Cloud allows users or groups to share content, collaborate on projects and simplify the creative process.On the right is the Marketing Cloud which allows you to Monetize and Measure that content ensuring you get the right content to the right person at the right time. Get real-time information about your campaigns, site performance or revenue. Quickly react to trends or events and maximize your Marketing spend.The integration of these clouds allows for a seamless workflow that only Adobe can provide. That is the Adobe Advantage.Now we are going to walk you through a demo which brings this all to life…
- Social makes money AND saves money – 50% which halfUsually 25% total ad spend = digital (Nike Burberry 50%)Mobile +++ UP – figures +50% over next 3 years – consistently in line (Forrester Interactive 2011-2016)Disney = 500m+ fans - 450 social profiles - 250 usersCrisis coms – 13-17yr old = Half life of a tweet = 6/7 minutesContent = Conversation = 90:101bn = 140 friends (165 twitter) = 1 – 140 – 19600 - 2.7mBut for some brands – measuring ad spend (and saving money) is important
- At the moment – Adobe is ONLY company that can do this across social AND digital – but just so you know it CAN be done
- ROI = Possibly hottest topic we’ll discuss today – ROI of you being here / relationship?Investment = Value of a fan / data (RELEVANT) or 65% more likely to buyImpressions = Social judged like TV? (aware / consid = brand building objective)Interactions = Engagement score (EPM) = Comments + Likes / Post & FansInnovation = Creating cool award winning content / PR & + BuzzIgnorance= well……
- ROI
- Who can tell me how you work ROIInteresting…..ginNot a trick questionNot trying to embarrass or catch you outThis is TOO important
- Management consultants doing this for yearsBut not in social marketing for some reasonNot rocket scienceThis is ALL about salesWe love social media because it sells shitWe’re not here for the good of our health dancing around drinking tea, building pointless communities and singing kumbiya
- Champagne for who can tell me how you work out the ROI in social media?Not a trick questionNot trying to embarrass or catch you outThis is TOO important
- Make more money from the free android version - $1m per month! 2011
- For every £1 Angry Birds spend launching a new game in social media (according to this) = they would get £6.15 back
- For every £1 Angry Birds spend launching a new game in social media (according to this) = they would get £6.15 backEach fan is worth an average of £6.15((Dell)) – active fans go through app = $186 – closer to the figures we originally discussed – but now we have evidence / not average assumptions
- You need a combination of SOFT and HARD metricsBoardroom Conversations (CEO) v X-Box Chats (Marketing & PR)Commercial v Engagement = BattleUse relevant metricsP4u - £250k - £3.2m – built biggest FB page in mobile in UKBut I had 16 agencies – nightmare to manage
- “Social media is the one area of business where you don’t need to out-spend your competitors in order to beat them”.
- “Social media is the one area of business where you don’t need to out-spend your competitors in order to beat them”.
- 19 billion transactions a dayStarbucks – face.com + gowallaCheck-ins v door swingersSocial behaviour – online AND offline across social AND digital
- Social budgets will get much bigger once brands track ROI accuratelyPower of a LikeWalmart – 3.7xAmazon 2x moreSkittles 14x **** - $186