Proving the True Value of your Social Media Efforts, with FINN MCALEER Social Media Performance Performly Photo by Jacob Sempler
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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, @ [email protected]
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