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A year ago during Internet Week we launched Rock&Social, a social media agency based on a ballsy pay-per-success model. We are back to present how we made it work. We'll showcase the model, KPIs and simple business cases. We hope our story will inspire and provide a framework for agencies who want to walk the talk. Rock on!
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8 JUNE 2011
Bringing smart & sexy backThe pay-per-success model in social media advertising
Octavian MihaiRock&Social
Internet Week New York 8 June 2011
OCTAVIAN MIHAI :: ROCK&SOCIAL
NEW YORK INTERNET WEEK 2011 8 JUNE 2011
1. SHORT STORY OF R&S
2. SOCIAL MEDIA & BRAND COMMUNITY MODEL
3. PAY-PER-SUCCESS MODEL & BUSINESS CASE
4. Q&A FUN, FUN, FUN!
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OUR STORY
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THE NAME
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LOGOS FROM CUTE TO SEXY
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JULY 2010
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AUGUST 2010
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SEPTEMBER 2010
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MARCH 2011
Branding by our patient partners StudioFeed.ca
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BUSINESS CARDS CUTE TO SEXY
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AUGUST 2010
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OCTOBER 2010
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MARCH 2011
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MAY 2011
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T-SHIRT MANIA
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FOUNDING PRINCIPLES
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BE GLOBAL
SOCIAL MEDIA
PAY-PER-SUCCESS
WORK WITH RESPECTFUL CLIENTS
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R&S 3 TIER SERVICES
STRATEGY
PLANNING
INSIGHTS
Community managementTrainingPublic Relations
SM development Facebook appsMobile apps
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R&S 3 TIER PARTNERSHIP
DIRECT CLIENTS
AGENCIES
PARTNERS
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GLOBAL
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MONTREAL
NEW YORK
GUADALAJARA
PARIS
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PASSION AND THEORY
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WE ARE IN THE BUSINESS OF BRAND COMMUNITY BUILDING.
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NOT (ONLY) ABOUT
CONVERSATIONS
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NOT (ONLY) ABOUT
ENGAGEMENT
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NOT (ONLY) ABOUT
TECHNOLOGY
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NOT (ONLY) ABOUT
CONVERSION
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SOCIAL MEDIA
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(FOR LACK OF A BETTER AND WIDELY ACCEPTED WORD)
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IS ABOUT THE DEMOCRATIZATION OF IDEAS
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IS ABOUT THE CREATION OF COMMUNITIES OF IDEAS
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AND FROM A BUSINESS PERSPECTIVE
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IT’S ABOUT CREATING
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MEANINGLESS
Daniel Hernandez
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OR
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MEANINGFUL
Daniel Hernandez
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RELATIONSHIPS BETWEEN CONSUMERS AND YOUR BRAND
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SOCIAL MEDIA FACILITATES THE CREATION OF A CONSUMER BRAND COMMUNITY
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Gregory A. Perez
YEEEEE…
FUN, FUN, FUN!
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THESE ARE YOUR EMPLOYEES, YOUR CONSUMERS, YOUR REGULATORS
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SEE YOUR BRAND COMMUNITY AS A SOCIAL CRM SYSTEM ON STEROIDS
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SOCIAL MEDIA TOUCHES EVERY ASPECT OF YOUR BUSINESS
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HR
MARKETING
SALES
CUSTOMER SUPPORT
PRODUCT, ETC
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A SIMPLE BRAND COMMUNITY MODEL
BRAND COMMUNITY IS A STRATEGIC APPROACH TO BUSINESS THAT HAPPENS TO USE SOCIAL MEDIA
A STRONG BRAND COMMUNITY WILL
DECREASE MARKETING AND SALES COSTS
INCREASE BRAND EQUITY AND SALES
PROVIDE DETAILED BUSINESS INTELLIGENCE
INCREASE EMPLOYEE ENGAGEMENT AND DECREASE HR COSTS
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BRAND COMMUNITY ATTRIBUTES
SIZE
ENGAGEMENT
REACH
PLATFORMS
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CREATING A BRAND COMMUNITY
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1. CHOOSE A BRAND COMMUNITY PLATFORM
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THINK OUTSIDE OF FACEBOOK
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OR NOT
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GENERAL BRAND COMMUNITYAGGREGATOR : FACEBOOK, ELETTER, FORUMS…
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SOCIAL CRM
SAP FACEBOOK & TWITER BUSINESS ADD-ONS
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2. CREATE YOUR AMBASSADOR VIP COMMUNITY
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VIP AMBASSADOR COMMUNITYDETECT ENGAGED MEMBERS
FANGAGER.com
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PRIVATE VIP COMMUNITY
VIP AMBASSADOR COMMUNITY
ThisWeekInStartups.com
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3. DETECT AND BUILD YOUR INFLUENCERS COMMUNITY
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INFLUENCERS AROUND YOUR BRAND COMMUNITY
MVP INFLUENCER COMMUNITY
Radian6
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GENERATE FEEDBACK LOOP BETWEEN YOUR BRAND COMMUNITIES TO INCREASE SIZE, ENGAGEMENT AND REACH
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PAY-PER-SUCCESS
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LINK REMUNERATION WITH RESULT MILESTONES
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PAY-PER-SUCCESS ADVANTAGES
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EVERYBODY IS FOCUSED ON RESULTS (AGENCY AND CLIENT)
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PROCUREMENT IS HAPPY
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CONSUMER GETS THE BEST DEAL
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DEFINING SUCCESS KPIS
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REMEMBER THAT SOCIAL MEDIA TOUCHES EVERY ASPECT OF YOUR BUSINESS
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HR KPIS
NO QUALIFIED CVS
EMPLOYEE ENGAGEMENT
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MARKETING KPIS
BRAND AWARENESS
MARKET SHARE VS COMPETITION
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SALES KPIS
QUALIFIED LEADS
CUSTOMER ACQUISITION
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COMMUNITY BASED KPIS
SIZE
ENGAGEMENT %
REACH
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REMUNERATION MODELS
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CLASSICAL AGENCY REMUNERATION
RETAINER BASED YEARLY BUDGET
CAMPAIGN BASED30% + 40% + 30%50% + 50%
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PAY-PER-SUCCESS MILESTONE-BASED REMUNERATION
PLANNING + PRODUCTIONSTRAT, PLANNING, DEVELOPMENT
40% - 60% UPFRONT
CAMPAIGN PHASEPROPORTIONAL PAY
MILESTONE 1 - 3PERFORMANCE BASED
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E.G. CLIENT PAYS
40% - 60% AT FIRST
REST ONLY AFTER AND IF 40% - 60% OF RESULTS ARE ACHIEVED
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E.G. AGENCY RECEIVES
40% - 60% AT FIRST FOR PRODUCTION AND TO START THE CAMPAIGN
REST AFTER RESULTS ARE ACHIEVED
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A SIMPLE PAY-PER-SUCCESS BUSINESS CASE & PROCESS
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STEP 1
MONITOR AND ANALYZE
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BRAND & CATEGORY DEVELOPMENT INDEX (BDI & CDI)
GROWTH POTENTIAL INDEX (GPI)
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COMPETITOR ANALYSIS
DEMOGRAPHIC ANALYSIS
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CTR, CPC, CPM, CONVERSION RATES, COST PER ACQUISITION, COST PER LEAD
PROFIT MARGINS
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EXAMPLE
SAY, CLIENT NEEDS TO EXPAND HER FACEBOOK BRAND COMMUNITY
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EXAMPLE
GATHER ALL NECESSARY BENCHMARKS: COMPETITOR ANALYSIS, DEMOGRAPHIC ANALYSIS, ETC
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TIPS TO DEFINE KPIS
SELL AN ANALYSIS MANDATE
RUN AN INITIAL CAMPAIGN
BENCHMARK ON COMPETITION AND PREVIOUS EFFORTS
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STEP 2
DEFINE YOUR CLIENT’S KPIS
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EXAMPLE
COMMUNITY SIZE: 50K
ENGAGEMENT: 10%
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STEP 3
ANALYSE BENCHMARKS & NEGOTIATE
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EXAMPLE
QUALIFIED MEMBER: $0.75
ENGAGEMENT If under 5% then $0
If 5-10% then + $1 / engaged member
If higher than 10% then + $1.2 / engaged
member over 10%
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DEFINE CAMPAIGN CRITERIA
MAXIMUM BUDGET $75 000
DURATION 3 MONTHS
ACCOUNTSACCESS ALL ACCOUNTS AND ANALYTICS
COMMUNITY MANAGEMENT
IMPLEMENT THE COMMUNITY MANAGEMENT PLAN
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STEP 4
REMUNERATION MODEL
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EXAMPLE
A. QUALIFIED MEMBER: $0.75
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EXAMPLE
B. ENGAGEMENT / MONTHIf under 5% then $0
If 5-10% then + $1 / engaged member
If higher than 10% then + $1.2 / engaged member
over 10%
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EXAMPLE
FOR 50 000 & 10% OVER 3 MONTHS ESTIMATED CAMPAIGN COST $47.500
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PAY-PER-SUCCESS MILESTONE-BASED REMUNERATION
MONTH 1SETUP: STRAT + DEV
40% = 20 000 MEMBERS$15 000 TO START
MONTH 2
CAMPAIGN: PROPORTIONAL
30 000 MEMBERS
10% ENGAGEMENT
$7 500 AT 30 000 +
$3 000 / MONTH
MONTH 3
CAMPAIGN: PROPORTIONAL
60 000 MEMBERS
15% ENGAGEMENT
$22 500 AT 50 000 +
$11 000 / MONTH
END CAMPAIGN
60 000 QUALIFIED MEMBERS
15% ENGAGEMENT$59 000
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PROJECTIONS
CLIENT WAS READY TO PAY $70 000
OBJECTIVES50 000 & 10% = $47.500
RESULT60 000 & 15% = $59.000
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STEP 5
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5
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5…
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5… …
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DON’T YOU KNOW THAT THE TIME HAS ARRIVED…
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STEP 5
EXECUTE CAMPAIGN
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BE CREATIVE
MONITOR
OPTIMIZE
ITERATE FUN FUN FUN
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RECAP PAY-PER-SUCCESS
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1. MONITOR AND ANALYZE
2. DEFINE YOUR CLIENT’S KPIS
3. ANALYZE AND NEGOTIATE
4. BUILD REMUNERATION MODEL
5. EXECUTE CAMPAIGN
PAY-PER-SUCCESS PHASES
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• 40% - 60% AT START
• HIGHER MAXIMUM BUDGET – KEEP
INCENTIVES UP – MIN 20%
• GATHER BEST DATA AND NEGOTIATE
• AGENCY MUST HAVE STRATEGIC LEAD
• CLIENT MUST PAY FAST
PAY-PER-SUCCESS RULES
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LAST THOUGHTS
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PAY-PER-SUCCESS WALKS THE TALK LINKING REMUNERATION WITH ADVERTISING MILESTONES
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THE BRAND COMMUNITY APPROACH HELPS YOU ASK THE RIGHT QUESTIONS
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SOCIAL MEDIA ADVERTISING IS ABOUT CREATIVITY AND BUILDING A COMMUNITY NOT ONLY ABOUT AD-WORDS AND PAY-PER-CLICK.
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CREATIVITY CAN BE USED EVERYWHERE EVEN IN YOUR BUSINESS MODEL.
8 JUNE 2011
WHERE TO ROCK&SOCIAL?
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CHAMPION PAY-PER-SUCCESS & BRAND COMMUNITY BUILDING
STAY SMART & SEXY
KEEP ON HAVING FUN
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2011 OFFICIAL OPENING IN NEW YORK… STARTING THIS FALL
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2012 BACK AT INTERNET WEEK THE STORY WILL CONTINUE!
8 JUNE 2011
LET IT ROCK & PLEASE CONNECT
8 JUNE 2011
Q&A
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HERE IS A CUTE PIC
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Q&A
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PRESENTATION AVAILABLE AT
@ROCKANDSOCIAL
@OCTAVIANMIHAI
WWW.ROCKANDSOCIAL.COM
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THANK YOU! HOPE IT HELPED!
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OCTAVIAN MIHAI
CEO, Co-Founder
[email protected]@octavianmihai@rockandsocial
PHOTOS ARE PROVIDED BY THE INTERNETS.LET ME KNOW IF YOU KNOW THE CREDITS OR THEY BELONG TO YOU AND WANT ME TO TAKE THEM OUT.