sell or perish: performance-based approach to social media
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Sell or Perish! Performance-based Approach to Social Media
Pavel Šíma, RobertNemec.com @pavel_sima, @RobertNemec_com
BabelCamp, 8/31/2013, Brno
1) brandbuilding
Building relationship with customers
Foto: © Brand Baby / Adbusters.org
2) crowdsourcing
Get inspired by your customers Ask them for advice
Foto: © Salajean / Shu9erstock.com
3) helpdesk
Customer care
Foto: © wavebreakmedia ltd/ Shu9erstock.com
4) networking Connecting those who have something in common
Foto -‐ zdorj: Tkcarsites.com
5) feedback platform Listen to your surrounding and your customers
Foto -‐ zdoj: h9p://cte.uwaterloo.ca
6) retention
Don‘t lose your heard
The truth is, though, that most of the
clients don‘t care unless they see the money in it.
You have to convince them that social media will have at least
ROI = 1
ad spend + agency spend (+ outsource)
≤ revenue * gross margin
How do I know that the revenue is coming from Facebook? (the problem of attribution)
Don‘t waste your time reading
case studies
Branding
View-through
Assisted
Last click
Google Analytics Conversions Ecommerce Source / medium
Last click attribution
Google Analytics Conversions Multi-Channel Funnels Assisted conversions
Assisted conversions
Google Display Network integrated with Google Analytics or other platforms such as AdRoll
View-through conversions
This stuff is really complicated, so I‘ll skip that
All the people who will buy because of your social media presence (the power of branding)
Branding
View-through
Assisted
Last-click
ROI 1
ROI 1
ROI 1
ad spend + agency spend (+ outsource) ≤
last click revenue * gross margin
ROI 1
All what was said in this presentation applies to middle-size ecommerce sites, retailers and other online businesses on Facebook. To other types of businesses and social media platforms without guarantee.
Got questions? Go ahead Pavel Šíma @pavel_sima
RobertNemec.com www.robertnemec.com @RobertNemec_com
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