Organic reach has crashed. Content isn’t being seen. Facebook has become a paid channel. And brand social teams are struggling to justify bigger budgets to overcome these issues. But CFOs are no longer happy with soft metrics like Likes and Retweets. Despite their belief in the power of social as an impact channel, CMOs and social teams are beginning to question their efforts – and investments. Running a high-performing brand social department requires a new look at process, tools and measurement – an approach that provides financial impact metrics that justify costs. Mediabrands’ Head of Social Strategy, Roland Fiege, will show real-world examples of what is happening to brand social efforts, discuss practical approaches to process, and examine new tools that show the fiscal impact of being a social brand. Attendees will walk away with new approaches and tools to consider for 2016.

1. Proving the True
Value of your Social
Media Efforts,
with
FINN MCALEER
Social Media Performance
Performly
Photo by Jacob Sempler

2. #1: The content glut is
killing reach
OUR CLIENTS FACE 3 MAJOR ISSUES

3. ~1500
STORIES
PER
NEWSFEED
REFRESH

4. Content visibility for
five Mediabrands clients
Source: our clients • February 2014
Client
Posts/
month
Total reach
per post
Avg reach
per post
Fans Visibility
Beverage 2 10,254 5,127 93,000 5.51%
Gaming 14 630,655 45,047 500,865 8.99%
Chemicals 6 13,574 2,262 148,000 1.53%
Insurance 54 155,102 2,872 48,000 5.98%
Software 28 577,589 20,628 638,000 3.23%
AVERAGE 5.04%
95%of your fans don’t
even see your content
investment

5. #2: Paid social ads
now a requirement
OUR CLIENTS FACE 3 MAJOR ISSUES
€

6. Organic reach in 2014: MEH.
ORGANIC REACH
(Maximum 5% visibility)

7. “If you pay, we’ll make it worth your while.”
ORGANIC REACH (Maximum 8%
visibility)
PAID REACHHERE COMES THE BOOM

8. All good things come to those who reach
ORGANIC REACH (Maximum 8%
visibility)

9. #3: No fiscal
metrics
OUR CLIENTS FACE 3 MAJOR ISSUES
“I’ve got Likes,
Retweets and
Shares. No idea
what they’re
worth.”

10. ROI?
Revenue
“HARD” ROI
Cost Channel KPIs Sentiment
“SOFT” ROI
…

11. “We don’t internally have the
confident data we need to
convince leaders or peers
that they should invest in
some of this new technology
or positions
or skills that will be
crucial to a growth plan”
Adrian Parker,
Patron Spirits Company
“I also have no
clue about what’s
working and
what’s not.”
US fast food client

12. “Please, sir.
For the ads,
sir.”
BUT IN 2015, NO
FINANCIAL METRICS
MEANS NO
ADDITIONAL
FUNDING.
Because a new
paid budget is
now required, our
clients go back to
the CFO…

13. “What would
I have had to
pay to achieve
the same
result?”
EMV works across channels,
and is easily calculated and
automated to allow daily
measurement.
We need one performance
metric to rule them all
Earned Media
Value
(in cash)
€

15. OUTPUTSPERFORMLY PROCESS
15
RTs COMMENTSCOMMENTS LIKES @REPLIES
CLIENT’S
PAID
MEDIA
RATES
AGENCY
PAID MEDIA
INSIGHTS
ASSIGN
EARNED
VALUE
AGGREGATE
BRAND
EMV
SOCIAL
PERFORMANCE
DASHBOARD,
MONTHLY
REPORTS
SHARES
BENCH-
MARK
DATA
SOCIAL MEDIA MONITORING KPIs
WEBSITES
FORUMS
SUBSCRIBERS MENTIONS
BLOGS
YOUR SOCIAL KPIs
PROMOTED
TRENDS, ETC.
VIDEO POSTS
PHOTO POSTS
PROMOTED
POSTS
COMMENTS FAVES
PHOTO
TWEETS
VIDEO
TWEETS
VIDEO
PLAYS
LIKES
CHANNEL
SUB-
SCRIBERS
FAVES
SHARES
PROMOTED
POSTS
VIDEO POSTS
PHOTO POSTS
COMMENTS
SHARES

16. Example Performly
content performance chart
FAN ACQUISITION
FANENGAGEMENT
0 2 4 6 8 10
20
40
60
This post has
low
engagement,
low acquisition.
Performly might
calculate EMV
at £16.50. Total.
This social team
needs to
improve.

17. Content performance
FAN ACQUISITION
FANAENGAGEMENT
0 2 4 6 8 10
20
40
60 An easy like, this
post has high
acquisition but
low engagement.
Few touchpoints
created by fans.
Performly might
calculate it’s
worth £295.

18. Content performance
FAN ACQUISITION
FANENGAGEMENT
0 2 4 6 8 10
20
40
60
This very
controversial
post has high
engagement, but
low acquisition.
Performly might
show it earned
£2400, but also
generated
significant
unfollows.

19. Content performance
FAN ACQUISITION
FANENGAGEMENT
0 2 4 6 8 10
20
40
60
This post is doing
everything right.
High acquisition &
high engagement.
Performly says it
created £7.580 of
marketing impact
and grew the
fanbase.

20. PERFORMLY
SAYS WE GAINED
ORGANIC IMPRESSIONS
AND GENERATED
“HEY MS CFO, THANKS
FOR THE
OUR SOCIAL
PROWESS PRODUCED
TOTAL MEDIA
EQUIVALENT
INVESTMENT
OUR PAID ACTIVITIES
BOUGHT US
10M 15M
“MS. CFO, I’D LIKE
TO PROMOTE THIS
POST:”
€10,000 €10,000
€25,000
Calculate a Total Media Equivalent Investment & eCPM
PAID IMPRESSIONS
€15,000
IN EARNED MEDIA
Now you can justify social budgets for paid ads
AND content by showing financial impact

21. And optimised
social performance
means your Social
Team finally has a
seat at the
Budgeting Table

22. LINKEDIN / PERFORMANCE OVERVIEW
497,944
€ 90,124 Total New Followers
Paid New Followers
Organic New Followers
32,335
32,269
66
€48,404
€48,404
-
Total Engagements 37,636 €17,027
Paid Engagements 1,332 -
Organic Engagements 36,304 €17,027
Total Impressions 5,060,287 €24,694
Paid Impressions 121,859 -
Organic Impressions 4,938,728 €24,694
Example LinkedIn performance charts

23. Example LinkedIn performance charts
Top Organic Content by EMV
Your top 10 organic, non-sponsored posts, over your selected time-period sorted by EMV

24. Example Facebook performance charts

25. Example Facebook: Organic Vs Paid Reach

26. Example Twitter performance chart

27. Example YouTube performance chart

28. YouTube Top Ten Videos EMV

29. Who uses Performly?
Three global automotive clients
A global pharmaceutical manufacturer
A national railway system
A leading e-commerce site
A global insurance provider
The world’s largest bakery

30. Getting started
1. We assess how many social channels you want to
measure (on Facebook, Twitter & YouTube).
2. We price a 3-month trial so you can see how your
social team, ads, and content perform.
3. Our media analysts meet/phone weekly to walk
through performance and insights, and to make
recommendations on your social approach.
4. At the end of the trial, you decide if you want to
extend the contract to one year.

31. Thank you!
FOR MORE INFORMATION, CONTACT FINN
MCALEER, SOCIAL MEDIA PERFORMANCE,
PERFORMLY, @ finn.mcaleer@performly.social