dennis yu, blitz metrics
Post on 08-May-2015
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#ISMConf
Inside Social Marketing
Dennis Yu
BlitzMetrics
@DennisYu
fb.com/dennisyu
Jon Loomer
Jon Loomer Digital
@JonLoomer
fb.com/jonloomerdigital
Heather Dopson
Infusionsoft
@HeatherDopson
fb.com/theheatherdopson
Alon Waisman
GoDaddy
@MowAlon
fb.com/alon.waisman
Alan K’necht
Digital Always Media Inc.
@aknecht
fb.com/alanknecht
Emeric Ernoult
AgoraPulse
@eernoult
fb.com/emeric.ernoult
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#ISMConf
Jon LoomerFounder of Jon Loomer
Digital@JonLoomer
fb.com/jonloomerdigital
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#ISMConf
Jon Loomer
Jon Loomer Digital
@JonLoomer
fb.com/jonloomerdigital
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#ISMConf
Jon Loomer
Jon Loomer Digital
@JonLoomer
fb.com/jonloomerdigital
Spent $297.96 to get $10,510.50 return
Fans$207 spent129 sales ($9,481.50 revenue)45.9X ROI and $1.60 Cost Per Conversion
Non-Fans$52.23 spent0 sales
FBX$39.19 spent14 sales
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#ISMConf
Jon Loomer
Jon Loomer Digital
@JonLoomer
fb.com/jonloomerdigital
7 ads run with the end goal of a saleSurface Level Stats:Ad 1: 110 clicks, 1.243% CTRAd 2: 100 clicks, 0.132% CTRAd 3: 43 clicks, 0.104% CTRAd 4: 4 clicks, 0.162% CTRAd 5: 773 clicks, 1.073% CTRAd 6: 14 clicks, 0.639% CTRAd 7: 4 clicks, 0.163% CTR
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#ISMConf
Jon Loomer
Jon Loomer Digital
@JonLoomer
fb.com/jonloomerdigital
CPM and Cost Per Click:Ad 1: $3.59 CPM, $.29 CPCAd 2: $.09 CPM, $.07 CPCAd 3: $.14 CPM, $.14 CPCAd 4: $.26 CPM, $.16 CPCAd 5: $.26 CPM, $.02 CPCAd 6: $.56 CPM, $.09 CPCAd 7: $.30 CPM, $.18 CPC
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#ISMConf
Jon Loomer
Jon Loomer Digital
@JonLoomer
fb.com/jonloomerdigital
$4,212.30 ad spend covering mobile, desktop News Feed and sidebarDesktop News Feed: $2,473.92Mobile: $1,194.38Sidebar: $544.00CPMDesktop News Feed: $1.64Mobile: $3.95Sidebar: $.08Cost Per CheckoutDesktop News Feed: $9.37Mobile: $24.39Sidebar: $5.78Cost Per Webinar RegistrationDesktop News Feed: $.76Mobile: $1.41Sidebar: $.53Cost Per Page LikesDesktop News Feed: $.34Mobile: $.53Sidebar: $.38
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#ISMConf
Heather DopsonManager of Social Strategy
at Infusionsoft@HeatherDopson
fb.com/theheatherdopson
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#ISMConf
Heather Dopson
Infusionsoft
@HeatherDopson
fb.com/theheatherdopson
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#ISMConf
Heather Dopson
Infusionsoft
@HeatherDopson
fb.com/theheatherdopson
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#ISMConf
Heather Dopson
Infusionsoft
@HeatherDopson
fb.com/theheatherdopson
Fan count
9/1/13: 26,75011/20/13: 42,097
Percent growth: 57%
Year over year growth
1/1/13: 8,57612/04/13: 42,886
Percent growth: 390%
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#ISMConf
Alon WaismanSocial Media Operations
Manager at GoDaddy@MowAlon
fb.com/alon.waisman
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#ISMConf
Alon Waisman
GoDaddy
@MowAlon
fb.com/alon.waisman
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#ISMConf
Alan K’nechtFounding Partner at Digital
Always Media Inc.@aknecht
fb.com/alanknecht
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#ISMConf
Alan K’necht
Digital Always Media Inc.
@aknecht
fb.com/alanknecht
Social Media Metrics: What Does it All Mean
Alan K’nechtPartner: Analytics & Social
Digital Always Media
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#ISMConf
Alan K’necht
Digital Always Media Inc.
@aknecht
fb.com/alanknecht
Case StudyNon-Profit
Build a Memorial & Restore aJewish Cemetery in Nowy Dwor, Poland
Limited target audiencePrimary: Former Jewish residents & their descendants
Est. 150 family groups world-wideSecondary: People interested in subject matter
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#ISMConf
Alan K’necht
Digital Always Media Inc.
@aknecht
fb.com/alanknecht
Initial Objective: Raise $40,000
Success MetricsProject awareness
Raise Money for Memorial & Restoration
Secondary Objective: Raise funds for endowment
& maintenanceExpand project awareness
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#ISMConf
Alan K’necht
Digital Always Media Inc.
@aknecht
fb.com/alanknecht
Step 1 - Entice
Appeal on a emotional level
Reach out to those who are nearest the bullseye
Get them to have others follow
Project started April 2010
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#ISMConf
Alan K’necht
Digital Always Media Inc.
@aknecht
fb.com/alanknecht
Emotional Enticement
The Nowy Dwor Maz. Jewish Memorial
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#ISMConf
Alan K’necht
Digital Always Media Inc.
@aknecht
fb.com/alanknecht
Why!
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#ISMConf
Alan K’necht
Digital Always Media Inc.
@aknecht
fb.com/alanknecht
Step 2 - Strategy
Created SEO Optimized WebsiteAttract people searching for information
Collection point for donations
Create Facebook PageUse Facebook to engage audience &
potential donors Drive visitors to website for donations
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#ISMConf
Alan K’necht
Digital Always Media Inc.
@aknecht
fb.com/alanknecht
StrategyUse old school social media to initiate awareness &
generate initial contact:
Genealogical Database (Jewishgen.org)
80 people registered as researching this town
Contacted via database – told of FB page
Search Facebook for matching names
Invite to Like page & share
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#ISMConf
Alan K’necht
Digital Always Media Inc.
@aknecht
fb.com/alanknecht
Success Metric
Reached 100 FB Fans within 2 months
Currently at 247 Goal 150 (1 per family) in 3 months
Exceed goal by 65%
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#ISMConf
Alan K’necht
Digital Always Media Inc.
@aknecht
fb.com/alanknecht
Success Metric
At 6 months 50% of funds raised
Total funding reached at 14 months
Awareness keeps growing
Fans growing organically
Facebook page continues to obtain fans
Continual source of additional donations
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#ISMConf
Alan K’necht
Digital Always Media Inc.
@aknecht
fb.com/alanknecht
Facebook Impact on ContributionsBy posting regularly on
Project Status
Fund Raising status
Contribution opportunities
65% of all donations had a Facebook touch point
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#ISMConf
Alan K’necht
Digital Always Media Inc.
@aknecht
fb.com/alanknecht
Surprising Results
Featured on Polish TV News
Received many Facebook fans from Polish (non-Jewish) community
Received donations from this community as well
Reason: wanting to preserve their past
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#ISMConf
Alan K’necht
Digital Always Media Inc.
@aknecht
fb.com/alanknecht
Success Surprises
Growing fan base in Poland (20%)
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#ISMConf
Alan K’necht
Digital Always Media Inc.
@aknecht
fb.com/alanknecht
Facebook Page Still Active
Sharing Success & Continue to promote project and raise additional funds
Promote Success, On-going efforts & needs every 1-2 months
With each post additional funds are donated
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#ISMConf
Alan K’necht
Digital Always Media Inc.
@aknecht
fb.com/alanknecht
Before
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#ISMConf
Alan K’necht
Digital Always Media Inc.
@aknecht
fb.com/alanknecht
After
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#ISMConf
Alan K’necht
Digital Always Media Inc.
@aknecht
fb.com/alanknecht
Recent Success
Announced new donation opportunity
Donor Plaque/ Plaque of Memory
10 likes of post
1 share
Equals reach of 146
$1,500 directly attributed to FB Post
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#ISMConf
Alan K’necht
Digital Always Media Inc.
@aknecht
fb.com/alanknecht
Wrapping It Up!
Small non-profit
Total 3 part-time volunteers Averaging 2-3 hrs/week
Using combination of FB & Web
Raised over $30,000 from a global potential audience of 150 family
groups
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#ISMConf
Emeric ErnoultFounder of AgoraPulse
@eernoultfb.com/emeric.ernoult
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#ISMConf
Emeric Ernoult
AgoraPulse
@eernoult
fb.com/emeric.ernoult
#ISMConf35
Thank You!
Dennis Yu
@DennisYu
fb.com/dennisyu
Jon Loomer
@JonLoomer
fb.com/jonloomerdigital
Heather Dopson
@HeatherDopson
fb.com/theheatherdopson
Alon Waisman
@MowAlon
fb.com/alon.waisman
Alan K’necht
@aknecht
fb.com/alanknecht
Emeric Ernoult
@eernoult
fb.com/emeric.ernoult
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