Social ROI: bullshit & reality

@thefrenchflo

Majority of the companies

on the Belgian Market

Big Multinationals Small & Medium Companies

Big Marketing Budget Limited Marketing Budget

Innovation Budget No Innovation Budget

Failure is an option Failure is NOT an option

Majority of the cases

in Social Marketing

Conferences

Daring Advertisers Cautious Advertisers

@thefrenchflo

@thefrenchflo

The Cautious Advertiser

@thefrenchflo

He wants to hear about true ROI

ROI

MONEY OUT vs MONEY IN

@thefrenchflo

What he is usualy told OUR BEST POST EVER WAS

”CLICK ON LIKE IF YOU LIKE US”!

WE MANAGED TO HAVE

25% MORE FANS THAN OUR MAIN COMPETITOR!

3.5 RESHARE PER

POST!

WE CREATED BUZZ!

150.000 VIDEO VIEWS!!

@thefrenchflo

@thefrenchflo

What you shouldn’t say to him

@thefrenchflo

More Likes = More Clients

16.212.370 fans779.041 fans

7.300 cars sold in 20151.800.000 cars sold in 2015

Revenue 2015: 45 billion € Revenue 2015: 3 billion €

x20

x246

x15

@thefrenchflo

More Likes = More Clients

1.498.906 fans3.129.481

51% under 1832% under 18

Not responsible for the household shopping

@thefrenchflo

Brand Visibility Through Video

Video marked as read after 3 seconds

Autoplay

85% of videos are seen without sound

@thefrenchflo

The value of a fan

@thefrenchflo

The value of a fan

@thefrenchflo

@thefrenchflo

For the cautious advertiser,

you’re supposed to be

a Social Media

Marketing

Elton John

@thefrenchflo

The Cautious Advertiser

@thefrenchflo

Increasing social cases with

small and medium

companies

Social Agencies Marketing Agencies

Young Old

First on Social Late on Social

Sexy NOT sexy

Majority of the cases

in Social Marketing

Conferences

Innovation Expert Integration Expert

@thefrenchflo

3 Unsexy Tools…

@thefrenchflo

…that make the cautious advertiser confident.

@thefrenchflo

3 Unsexy Tools adapted for Social

Social Ids

Social Data

Social Interactions

Social Links

SOCIAL CRM

@thefrenchflo

3 Unsexy Tools adapted for Social

SOCIAL CRM

%%

%

@thefrenchflo

3 Unsexy Tools adapted for Social

000 001

010

011

110

111

101100

Bitmap Activity of the last 3 years% of each transitionBasket value of each categorySplit Social/ non Social activity

40%

60%

52€ 61€

@thefrenchflo

ROI=number ofCUSTOMERS

Average yearly

BASKETMarketing

COSTSyears ofACTIVITY

x x( ) -[ ]

@thefrenchflo

ROI=number ofCUSTOMERS

Average yearly

BASKETMarketing

COSTS

Increase Increase Increase Decrease

years ofACTIVITY

x x( ) -[ ]

@thefrenchflo

What you should say to him

@thefrenchflo

In a Recruitment context

Display

Play video

Like post

Like page

Share

Click…

ignore

@thefrenchflo

In a Recruitment context

Display

Click

Opt-In

Order

58,17€

6,81%

9,09%

Example

001

@thefrenchflo

In a Recruitment context

58,17€

6,81%

9,09%

Example

001

@thefrenchflo

In a Retention context

000 001

010

011

110

111

101100

@thefrenchflo

In a Retention context

000 001

010

011

110

111

101100

@thefrenchflo

In a Retention context

000 001

010

011

110

111

101100

@thefrenchflo

In a Retention contextAfterBefore

000 001

010

011

110

111

101100

000 001

010

011

110

111

101100

@thefrenchflo

In a Retention contextAfterBefore

000 001

010

011

110

111

101100

000 001

010

011

110

111

101100

24%

76%

21,1% - 27,2% - 23,7% - 24,5% -23,9%

9.110

Example: e-commerce

@thefrenchflo

In a Retention contextAfterBefore

000 001

010

011

110

111

101100

000 001

010

011

110

111

101100

24%

76%

35%

65%

9.1103.188

Expected: 2.186 Expected: 2.18682,23€ 84,01€

Example: e-commerce

@thefrenchflo

In a Retention contextAfter

000 001

010

011

110

111

101100

35%

65%

3.188

Expected: 2.186 84,01€

@thefrenchflo

In an Upsell context

Social Ids

Social Data

Social Interactions

Social Links

SOCIAL CRM

@thefrenchflo

In an Upsell context

Social Ids

Social Data

Social Interactions

Social Links

SOCIAL CRM

@thefrenchflo

In an Upsell contextWith social interaction

000 001

010

011

110

111

101100

Without social interaction

Global

@thefrenchflo

In an Upsell contextWith social interaction

000 001

010

011

110

111

101100

Without social interaction

Global

@thefrenchflo

In an Upsell contextExample: Retail

Bought in last 6 months

Custom audience

1 product per week

26 weeks

60% match

101€

91€ 1,4 order / customer

1,6 order / customer3.681

2.189

1.492

@thefrenchflo

Current Marketing Mix

Average Basket

% Conversion Opt-in Client

Cost per Sales

Cost per Opt in

Cost per Click

Cost per impression

In a Marketing Optimization context

@thefrenchflo

In a Marketing Optimization context

Introducing

Social Media

as a way to

reduce cost…

@thefrenchflo

In a Marketing Optimization context

… and increase

performance

at the same time

@thefrenchflo

Cost per Active Lead(subscribed to the newsletter, still active 3 months later)

In a Marketing Optimization contextExample: Client FMCG

16€

6€

4€

@thefrenchflo

Case: Permesso Permesso Turbo

Email Prospection Email + Facebook Prospection

0,15€

1€

6,67€

11,11€

@thefrenchflo

@thefrenchflo

@thefrenchflo

@thefrenchflo

@thefrenchflo

@thefrenchflo

@thefrenchflo

150€ = 1000 email sent

0,15€

1€

6,67€

11,11€

1000

150

22

13

150€ = 500 email sent + 75€ on Facebook

1,35€

5,60€

500

150+ads

111

27

CPC / 5

CPL / 2

@thefrenchflo

Conclusion

ROI, ROI EVERYWHERE

@thefrenchflo

SOCIAL MEDIA ROI IS REAL, I SAW IT.

@thefrenchflo

@[email protected]

Need boring tools to prove your social efforts?

@thefrenchflo