reid spice - facebook marketing kpis

Kenshoo: Proprietary & Confidential Information

AVOIDING SOCIAL KPI OVERLOAD

28 June 2011

Kenshoo: Proprietary & Confidential Information | 2

A few Social KPI’s

Social Impressions

Likes

Fans

PurchasesRevenue

Shares

CTRCPC

Conv Rate

Cost

Clicks

Share of Voice

Connections

Tweets Retweets

ChurnFollows

AOV

ImpressionsRevenue/Click Leads

Mentions

RSVPs

UniquesROI

CPL

CPF

CPA

CPM

Video ViewsDownloads


1. CTR & CPC

2. Volume & Performance

3. Attribution

Social KPI’s & Context


CTR & CPC


Facebook has plenty of impressions

Source: Comscore May 2011

Facebook Yahoo! Microsoft -

50,000,000,000

100,000,000,000

150,000,000,000

200,000,000,000

250,000,000,000

300,000,000,000

350,000,000,000

400,000,000,000

Q1 2011 Impressions


The Impression Issue

Marketplace Ads drive

lots of impressions!

You can’t track view-through

conversions with Marketplace Ads


Clicks are hard to come by

Average Display CTR 0.10 %

Average Facebook CTR 0.05 %

Source: Webtrends Feb 2011


CTR correlates directly to CPC

Monday Tuesday Wednesday Thursday Friday Saturday Sunday50.00%

100.00%

150.00%

CTR %CPC %

Source: Kenshoo Social May 2011


TARGETING VOLUME & PERFORMANCE


U.S. Population Distribution by Age


Facebook Population Distribution by Age

age 20 23 26 29 32 35 38 41 44 47 50 53 56 59 62

0

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

7,000,000

Source: Facebook API June 2011


FB Fans of “Justin Bieber” Age Distribution

age 20 23 26 29 32 35 38 41 44 47 50 53 56 59 62

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

450,000

500,000



FB Fans of “Opera” Age Distribution

age 20 23 26 29 32 35 38 41 44 47 50 53 56 59 62

0

1000

2000

3000

4000

5000

6000

7000



So Facebook’s audience skews young…

who cares?


U.S. Income by Age

15-24 25-34 35-44 45-54 55-64 65+ $-

$5,000.00

$10,000.00

$15,000.00

$20,000.00

$25,000.00

$30,000.00

$35,000.00

$40,000.00

Source: U.S. Census 2010


Average Facebook CPC by Age

15-24 25-34 35-44 45-54 55-64 65+ $-

$0.20

$0.40

$0.60

$0.80

$1.00

$1.20

$1.40

$1.60

$1.80

$2.00



Test different combinations of targets

to maximize volume and ROAS


ATTRIBUTION & FACEBOOK PERFORMANCE

Set an attribution model to reflect the true value of each engagement

Keyword 1

Green T-ShirtGreat PricesT-shirt.com

Blue T-ShirtGreat PricesT-shirt.com

Keyword 2

Red T-ShirtXL Size Available

T-shirt.com

Keyword 3

19

Most Advertising Tracking Systems report and act on only the last click prior to purchase

Attribution Models

Linear Ratio

U Shaped

Distribute Evenly

Single Click Only (First or Last)

60 %25 %10 %5% 40 %10 %10 %40% 25 %25 %25 %25% 100%0%0%0% (Last Click)

20Kenshoo: Proprietary & Confidential Information |

Attribution Model Comparison

First Only

Prefer First

Distribute Evenly

U-Shaped

Prefer Last

Last Touch

0% 2% 4% 6% 8% 10% 12% 14%

* Percentage increase in Revenue using different

attribution models: Apparel client, Fall 2010


If you’re using Last Touch, you’re

under-reporting FB Performance


THANK YOUReid Spice, Director of Product Strategy

[email protected]/Social

reid spice - facebook marketing kpis

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