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Learn how to measure the value of your brands LinkedIn activities!
FINN MCALEERSocial Media Performance
The Hidden Champion?
Source: https://www.flickr.com/photos/tahini
#1: The Social Landscape
Current State of The Big Four
Feature
Network LinkedInFacebook Twitter YouTube
Discovery Thought Leadership Influencers Online Video leader
Global Users >1600 mm >414 mm >305 mm >1000 mm
Recommended for• Performance marketing• Storytelling with photo
and video
• Content marketing with thought leadership
• Employer Branding• King of B2B
• Live event communication
• Influencer marketing
• Visual branding with video
A close-up on LinkedIn
LinkedIn FY13 FY14 FY15
Members (million) 277 347 414
Monthly active members (million)
73 87 98
TalentSolutions
(% revenue)60% 60% 63%
Marketing Solutions
(% revenue)20% 20% 19%
Premium Subscriptions(% revenue)
20% 20% 18%
Content Marketing on LinkedIn
SlideshareCompany Pages
Pulse
• Long term content• Content Distribution• Thought Leadership
• Professional identities• Insight & knowledge• Support content marketing
• Brand Vision• Engage with users• Show case pages
#2: Carefully consider your Audience
Facebook Vs LinkedIn Demographics
Gender
Network LinkedIn Facebook
49% Male51% Female
79% Male21% Female
Age 26% of users25-34
21% of users< 35
Active Users(Monthly UK)
49% Male51% Female
65% of users< 34
60 million views every month 31 million 15 million
Facebook vs LinkedIn User Behaviour
#3: Knowyour Insights
What LinkedIn Measures
Followers
Page
Page Views Engagement Reach
Posts
Careers
Jobs Employees
Content visibility for our LinkedIn clients
Source: LI: our clients • Apr 2016FB: Our clients – Feb 2014
LinkedInAverage
reachper post
Engagement Visibility
AVERAGE 25,992 0.87% 6.30%
94%of your connections don’t organically see your contentInvestment on LinkedIn
FacebookAverage
reachper post
Engagement Visibility
AVERAGE 23,599 3-06% 1.98%
98%of your fans don’t organicallysee your contentInvestment on Facebook
I.E. You need paid activity!
Ad Formats on LinkedIn
Sponsored updates Text ads
#4: Likes, clicks, shares; Who cares?
“I’ve got Likes, clicks and Shares but no idea what they’re worth.”
“We don’t internally have the confident data we need to convince leaders or peers that they should invest in
some of this new technology or positions
or skills that will be crucial to a growth plan”
Adrian Parker, Patron Spirits Company
“I also have no clue about what’s
working and what’s not.”
US fast food client
“What would I have had to pay to achieve
the same result?”
EMV works across channels, and is easily calculated and automated to allow daily
measurement.
We need one performance metric to rule them all
Earned Media Value(in cash) €
How Does It Work?OUTPUTSPERFORMLY PROCESS
17
RTs COMMENTSCOMMENTS LIKES @REPLIES
CLIENT’S PAID
MEDIA RATES AGENCY
PAID MEDIA INSIGHTS
ASSIGNEARNED VALUE
AGGREGATEBRAND
EMV
SOCIAL PERFORMANCE DASHBOARD,
MONTHLY REPORTS
SHARES
BENCH-MARK DATA
SOCIAL MEDIA MONITORING KPIs
WEBSITES
FORUMS
SUBSCRIBERS MENTIONS
BLOGS
YOUR SOCIAL KPIs
PROMOTED TRENDS, ETC.
VIDEO POSTS
PHOTO POSTS
PROMOTED POSTS
COMMENTS FAVES
PHOTO TWEETS
VIDEO TWEETS
VIDEO PLAYS
LIKES
CHANNEL SUB-
SCRIBERS
FAVES
SHARES
PROMOTED POSTS
VIDEO POSTS
PHOTO POSTS
COMMENTS
SHARES
Example Performlycontent performance chart
FAN ACQUISITION
FAN
EN
GA
GE
ME
NT
0 2 4 6 8 10
20
40
60
This post has low
engagement, low acquisition. Performly might calculate EMV at €16.50. Total.
Job postings find the right
talent but LinkedIn has a
lot more potential for your brand
Content performance
FAN ACQUISITION
FAN
AE
NG
AG
EM
EN
T
0 2 4 6 8 10
20
40
60
This post has high acquisition and a little
engagement. Performly might
calculate it’s worth €2295.
Content performance
FAN ACQUISITION
FAN
EN
GA
GE
ME
NT
0 2 4 6 8 10
20
40
60
This post is doing everything right.
High acquisition & high engagement. Performly says it created €5.580 of marketing impact
and grew their fanbase.
Now you can justify social budgets for paid ads AND content by showing financial impact
THESE NEW FANS, AND OUR EXISTING FANS,
CREATED
OF NEW MEDIA AND TOUCHPOINTS
“HEY, THANKS FOR THE
OUR SOCIAL PROWESS PRODUCED
OF MARKETING IMPACT!”
PERFORMLYSAYS WE GAINED
NEW FANS
12,50047.725€
“MS. CFO, I’D LIKE
TO PROMOTE THIS POST:”
€10.000 10.000€
47.725€
And optimised social performance means your Social Team finally has a
seat at the Budgeting Table
LINKEDIN / PERFORMANCE OVERVIEW
497,944
€ 90,124TotalNewFollowersPaidNewFollowersOrganicNewFollowers
32,335
32,26966
€48,404
€48,404-
TotalEngagements 37,636 €17,027PaidEngagements 1,332 -OrganicEngagements 36,304 €17,027
TotalImpressions 5,060,287 €24,694PaidImpressions 121,859 -OrganicImpressions 4,938,728 €24,694
Example LinkedIn performance charts
Example LinkedIn performance chartsTopOrganicContentbyEMVYour top 10organic, non-sponsored posts,over your selected time-period sorted byEMV
Example Facebook performance charts
Example Facebook: Organic Vs Paid Reach
Example Twitter performance chart
Example YouTube performance chart
YouTube Top Ten Videos EMV
Who uses Performly?
Three global automotive clients
A global pharmaceutical manufacturer
A national railway system
A leading e-commerce site
A global insurance provider
The world’s largest bakery
Getting started
1. We assess how many social channels you want to measure (on Facebook, Twitter & YouTube).
2. We price a 3-month trial so you can see how your social team, ads, and content perform.
3. Our media analysts meet/phone weekly to walk through performance and insights, and to make recommendations on your social approach.
4. At the end of the trial, you decide if you want to extend the contract to one year.
FOR MORE INFORMATION, CONTACT FINN, MCALEER, SOCIAL MEDIA PERFORMANCE, @ PERFORMLY: [email protected]
Thank You!
