Facebook: Proving the True Value of your Social Media Efforts

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Proving the True Value of your Social Media Efforts, with

FINN MCALEERSocial Media Performance

Performly

Photo by Jacob Sempler

#1: The content glut is killing reach

OUR CLIENTS FACE 3 MAJOR ISSUES

~1500STORIES

PER NEWSFEED

REFRESH

Content visibility for five Mediabrands clients

Source: our clients • February 2014

Client Posts/month

Total reach per post

Avg reachper 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 contentinvestment

#2: Paid social ads now a requirement

OUR CLIENTS FACE 3 MAJOR ISSUES

Organic reach in 2014: MEH.

ORGANIC REACH (Maximum 5% visibility)

“If you pay, we’ll make it worth your while.”

ORGANIC REACH (Maximum 8% visibility)

PAID REACHHERE COMES THE BOOM

All good things come to those who reach

ORGANIC REACH (Maximum 8% visibility)

#3: No fiscal metrics

OUR CLIENTS FACE 3 MAJOR ISSUES

“I’ve got Likes, Retweets and

Shares. No idea what they’re

worth.”

ROI?

Revenue

“HARD” ROI

Cost Channel KPIs Sentiment

“SOFT” ROI

“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

“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…

“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) €

OUTPUTSPERFORMLY PROCESS

15

RTs COMMENTSCOMMENTS LIKES @REPLIES

CLIENT’S PAID

MEDIA RATES AGENCY

PAID MEDIA INSIGHTS

ASSIGNEARNED VALUE

AGGREGATEBRAND

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

Example Performlycontent performance chart

FAN ACQUISITION

FAN

EN

GA

GE

ME

NT

0 2 4 6 8 10

20

40

60This post has

low engagement,

low acquisition. Performly might calculate EMV at £16.50. Total.

This social team needs to improve.

Content performance

FAN ACQUISITION

FAN

AE

NG

AG

EM

EN

T

0 2 4 6 8 10

20

40

60 An easy like, this post has high

acquisition but low engagement. Few touchpointscreated by fans. Performly might

calculate it’s worth £295.

Content performance

FAN ACQUISITION

FAN

EN

GA

GE

ME

NT

0 2 4 6 8 10

20

40

60This very controversial post has high

engagement, but low acquisition. Performly might show it earned £2400, but also

generated significant unfollows.

Content performance

FAN ACQUISITION

FAN

EN

GA

GE

ME

NT

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.

PERFORMLYSAYS WE GAINED

ORGANIC IMPRESSIONSAND GENERATED

“HEY MS CFO, THANKS FOR THE

OUR SOCIAL PROWESS PRODUCED

TOTAL MEDIA EQUIVALENT INVESTMENT

OUR PAID ACTIVITIESBOUGHT 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

€15,000IN EARNED MEDIA

Now you can justify social budgets for paid ads AND content by showing financial impact

And optimised social performance means your Social Team finally has a

seat at the Budgeting Table

LINKEDIN / PERFORMANCE OVERVIEW

497,944

€ 90,124TotalNewFollowersPaidNewFollowersOrganicNewFollowers

32,335

32,26966

€48,404

€48,404-

TotalEngagements 37,636 €17,027PaidEngagements 1,332 -OrganicEngagements 36,304 €17,027

TotalImpressions 5,060,287 €24,694PaidImpressions 121,859 -OrganicImpressions 4,938,728 €24,694

Example LinkedIn performance charts

Example LinkedIn performance chartsTopOrganicContentbyEMVYour top 10organic, non-sponsored posts,over your selected time-period sorted byEMV

Example Facebook performance charts

Example Facebook: Organic Vs Paid Reach

Example Twitter performance chart

Example YouTube performance chart

YouTube Top Ten Videos EMV

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

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.

Thank you!

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

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