EVOLUTION®

EVOLUTION® INTERACTIVE MARKETING

By Hans Smellinckx

ROI SOCIAL MEDIA

HANS SMELLINCKX

Marketing Manager Direct & Digital

20 years experience founder

Social Marketing Forum®Evolution

Social MediaE-mail Marketing

Digital Marketing

Interactive Marketing

Mobile Marketing

Metrics, KPI’s & dashboardingBlogger

Consultant & teacher ;-)

Direct Marketing

@hanssmellinckx

www.onlinemarketingmanager.be

EVOLUTION®Dream

EVOLUTION®

Social media types

Featuring...

In action...

Which type are you?

Scary nut: don’t do social, too afraid

Fancy nut: too good to be true, only fancy pages, but not possible to communicate with

Which type are you?

Shiny nut: we do it and look at how WE do it, but only on social of course

Stumble upnut: we’ll do 500 things without knowing what we actually are doing

Which type are you?

Sporty nut: let’s train, practice and execute

Train: learn how to improve your social presence

Practice: many failures make a good project

Execute: let’s do things!

But...

No ROI, than sporty nut becomes a wrong type of nut...

EVOLUTION®

Social reporting

Beyond Facebook!

Focus

Focus !

4.8 million

100,000 to 1 million

900,000

2.7 million

EVOLUTION®

What can be reported?

Fan info (facebook)

• age split: in line with your target audience• location• languages• fan growth: day by day & total growth

fan page stats (facebook)

• visitors / views / source• Talking about you + reach

Group members (Linkedin)

Followers & mentions (Twitter)

Reporting on the platforms

Reporting on the platforms

Interactions / amount of fans or reach

Engagement

Engagement

Social sales

• per source / page• per fan (CRM)• average / fan (CRM)

Sales Reporting

Can you generate

Sales with Facebook?

Social talks

• Competitor analysis• who wins in talks, you or your competitor(s)

When are people talking about you• analyse the peaks (key speaking moments)

Who are your brand advocates and trolls

Which themes are important for your brand• Story telling

Beyond Facebook...

E-com shops (offer & banners)E-com shops (offer & banners)Social media

integrationSocial media integration

Travel SquareintegrationTravel Squareintegration

Used in DM campaignsUsed in DM campaigns

TC inspiration websiteTC inspiration website

More than 300,000 fans

E-mail mktE-mail mkt

More than 1 millioncontacts

Social media integrationSocial media integration

Used in DM campaignsUsed in DM campaigns

Photo competitionPhoto competition

BOZAREXHIBITIONBOZAREXHIBITION

Connecting the dots

WEBSITE

EMAIL

MOBILE

DATA MININGDATA MODELLING

Relevant messages

CRMSOCIAL

EVOLUTION®

What the F* ? Which metrics?

Don’t overspend...

Global / local organisation

Spotlight brand One brand or

multiple brands KPI’s Social company

Talk the right language

Keep it simple – KPI’s

Sales (B2C) / leads (B2B) Amount + €

Fans / visitors Great stats for on a golf course vs competitors

Engagement compared to competitors

It’s not a sprint!

It’s a marathon!

Questions ?

EVOLUTION®

EVOLUTION® DIGITAL

www.twitter.com/hanssmellinckx