IAB Think Social: Discover the ROI of social media
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Transcript of IAB Think Social: Discover the ROI of social media
Darwin gives senior marketeersthe possibility to compareall online communicationin order to optimizetheir mediamix.
1. SNEL VERANDERENDE MARKT
Oude recepten werken niet meer, nieuwe recepten zijn nog niet bewezen.
1. SNEL VERANDERENDE MARKT
Oude recepten werken niet meer, nieuwe recepten zijn nog niet bewezen.
70% of CEO’s do nottrust marketeers.
Why not?
Changing markets.
1. SNEL VERANDERENDE MARKT
Oude recepten werken niet meer, nieuwe recepten zijn nog niet bewezen.
1. SNEL VERANDERENDE MARKT
Oude recepten werken niet meer, nieuwe recepten zijn nog niet bewezen.
“The advertisers have lost the way in the digital ecosystem. Advertisers ask for a limited set KPI’s which measure
true effect.”
-IAB Whitepaper
Do not waste time on deceiving details.
Tactics VS strategies.
What are yourobjectives?
And what do they do?
TALK ABOUT MEKNOW ME PICK ME LIKE ME
TALK ABOUT MEKNOW ME
People get to know about you by seeing your brand or one of your messages.
PICK ME LIKE ME
TALK ABOUT MEKNOW ME
People get to know about you by seeing your brand or one of your messages.
People pick you when they buy something or express their purchase intentions.
PICK ME LIKE ME
TALK ABOUT MEKNOW ME
People get to know about you by seeing your brand or one of your messages.
When someone opts-in to messages from your brand, they show interest.
LIKE ME
People pick you when they buy something or express their purchase intentions.
PICK ME
When someone opts-in to messages from your brand, they show interest.
By sharing and talking about you, people get their peers to know you.
People pick you when they buy something or express their purchase intentions.
People get to know about you by seeing your brand or one of your messages.
LIKE ME TALK ABOUT MEPICK MEKNOW ME
Which channels shouldwe use?
Which channel is moste!ective for what objective?
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Which channel has the most impact?
TALK PICK
LIKE
KNOW
Which channel has the most impact?
How cost-e!icientare we?
What is the output of our investments?
Facebook" 1 000
banners" 1000
twitter" 2 000
Website" 5 000
Linkedin" 500
mail"2 500
adwords" 2 000
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Which channel has the mostcost-e!icient impact?
Which channel has the mostcost-e! icient impact?
Are we doing well?
Compared to last month,have we made improvements?
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FacebookTwitterWebsite
Discover evolution, discover patterns.
FacebookTwitterWebsite
Discover evolution, discover patterns.
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PAID MEDIA
AdWords, Facebook Ads
OWNED MEDIA
Website, Mailchimp,Clang, Campaignmonitor
EARNED MEDIA
SEO
BORROWED MEDIA
Facebook, Twitter,Youtube, LinkedIn
CSV IMPORT
For more exotic channels.
[email protected] & head Darwin Analytics
darwinanalytics.com