The value of Social Media Campaigns

Transcription

1 The value of Social Media Campaigns

2 AGENDA 1. Introduction 2. Social Media at momondo 3. New focus for Social Media Campaigns 4. What to measure 1. Measuring the ROI 5. Attributing value to Social Campaigns 6. Summing up and key take-aways 7. Questions

3 INTRODUCTION Me: Camilla Moe Bogen Global Head of Social Media at momondo Been with momondo for 2,5 years Specialized in online marketing and social media 10 years in the travel industry

4 SOCIAL MEDIA AT MOMONDO Travel meta-search site - present in 30+ markets Based in Copenhagen Social Media Team developing overall strategy, global social media content, managing budgets, setting targets and KPIs, analysing results, training country managers and sharing best practices 20+ in-house country managers Specialized in online marketing and their markets Creating and managing local campaigns Many differences across markets what works where?

5 SOCIAL MEDIA AT MOMONDO Test Measure Scale

6 NEW FOCUS OF SOCIAL MEDIA CAMPAIGNS In the past: Focus on building social proof and infrastructure. Now: Moved focus away from likes and followers, to instead find ways that social media can drive valuable traffic and revenue. Campaigns focused on Driving traffic to site Driving revenue from social media campaigns Driving brand awareness and loyalty through social media.

7 NEW FOCUS OF SOCIAL MEDIA CAMPAIGNS A lot of great content but not many people saw it. What changed? Started promoting blog content on Facebook to drive traffic to the site. We proved that With relevant high quality content we could drive large volumes of traffic at a low cost We could get high CTR on campaigns We could drive high levels of engagement But how do you prove the ROI of this?

8 SOCIAL MEDIA CAMPAIGN RESULTS What have we seen so far? Global content has worked well across markets Tests show good performance of local content - Scaling up local content production. Be local & personal! Global content CTRs of over 5% CPCs below 0.1 on campaigns across markets Campaigns driving revenue (same session) and positive ROI High engagement, organic visits from shares Conversion rates of up to 20% Reaching millions of users, and getting hundreds of thousands of clicks. High quality content and high engagement on paid Facebook posts improved page rank, and increased organic reach and engagement across markets.

9 WHAT TO MEASURE? CPC Actions Engagement rates Bounce rates Website clicks Share rates on content CPM Likes CTR Sessions Conversion rate Impressions New visits Mentions Revenue Conversions Return visits Reach Time spent on site ROI

10 MEASURING THE ROI Make sure that everything is tagged and can be tracked Base optimizations and decisions on data! Develop new content based on data. Implement conversion tracking pixels, and track relevant events E.g. searches, redirects, bookings, newsletter sign-ups Find the KPIs that are most important to your business, and measure them! Purchase intent, engagement, redirects or bookings? Revenue based on same session, 30 days, post-click, post-view? How much value should be attributed to the campaigns?

11 ATTRIBUTING VALUE TO SOCIAL CAMPAIGNS Importance of appropriate attribution model Last click will underestimate value of social Consider look-back windows Inspirational content Higher in the purchasing funnel Analyze conversion paths to find touchpoints of social, and which channels users come back through. The value of views How much value should be attributed to post view conversions? Important to attribute some value to post view conversions Look-back window and attribution rate depends on the behavior of your users.

12 THE VALUE OF SOCIAL MEDIA USERS Measure the value of users from Paid Social campaigns, who did not convert A few tips: Users coming back through direct traffic, organic search or paid brand searches. Create audience groups, retarget these groups on paid search, and compare their performance to users who never visited momondo Value of exposing users to the brand Results: Higher CTR, higher conversion rate and better ROI. Showed the value of exposing users to our brand. Easier to get the user back through other channels.

13 SUM UP & KEY TAKE-AWAYS Find out which KPIs and metrics are most important to your business Measure them! Make decisions based on data. When you have data on what works scale up! Implement conversion tracking, and tag up all campaigns to your analytics platform, to analyze performance and enable better optimizations Move away from last click attribution models, consider look-back windows and view-through conversions. Don t talk about likes, engagement etc., but about revenue, conversions and ROI.

14 THANK YOU!