The value of

Social Media Campaigns

1. Introduction

2. Social Media at momondo

3. New focus for Social Media

Campaigns

4. What to measure

1. Measuring the ROI

5. Attributing value to Social

Campaigns

6. Summing up and key take-aways

7. Questions

AGENDA

Me: Camilla Moe Bogen

• Global Head of Social Media at

momondo

• Been with momondo for 2,5 years

• Specialized in online marketing and

social media

• 10 years in the travel industry

INTRODUCTION

• Travel meta-search site - present in 30+ markets

• Based in Copenhagen

• Social Media Team developing overall strategy, global social media

content, managing budgets, setting targets and KPIs, analysing results,

training country managers and sharing best practices

• 20+ in-house country managers

– Specialized in online marketing and their markets

– Creating and managing local campaigns

• Many differences across markets – what works where?

SOCIAL MEDIA AT MOMONDO

Test Measure Scale

SOCIAL MEDIA AT MOMONDO

In the past: Focus on building social proof and infrastructure.

Now: Moved focus away from likes and followers,

to instead find ways that social media can drive valuable

traffic and revenue.

Campaigns focused on

• Driving traffic to site

• Driving revenue from social media campaigns

• Driving brand awareness and loyalty through social media.

NEW FOCUS OF SOCIAL MEDIA CAMPAIGNS

A lot of great content – but not many people saw it.

What changed?

• Started promoting blog content on Facebook to drive traffic to

the site.

We proved that

• With relevant high quality content we could drive large

volumes of traffic at a low cost

• We could get high CTR on campaigns

• We could drive high levels of engagement

… But how do you prove the ROI of this?

NEW FOCUS OF SOCIAL MEDIA CAMPAIGNS

What have we seen so far?

• Global content has worked well across markets

• Tests show good performance of local content - Scaling up local content

production.

• Be local & personal!

Global content

• CTRs of over 5%

• CPCs below 0.1 € on campaigns across markets

• Campaigns driving revenue (same session) and positive ROI

• High engagement, organic visits from shares

• Conversion rates of up to 20%

• Reaching millions of users, and getting hundreds of thousands of clicks.

• High quality content and high engagement on paid Facebook posts

improved page rank, and increased organic reach and engagement

across markets.

SOCIAL MEDIA CAMPAIGN RESULTS

Impressions

CPC

Reach Website

clicks

Conversions

CTR

Share rates

on content

Engagement rates

Time spent

on site

Conversion

rate

New visits

Revenue

Return visits

ROI

Actions

Bounce rates

CPM

Likes

Mentions

Sessions

WHAT TO MEASURE?

MEASURING THE ROI

Make sure that everything is tagged and can be tracked

• Base optimizations and decisions on data!

• Develop new content based on data.

Implement conversion tracking pixels, and track relevant events

• E.g. searches, redirects, bookings, newsletter sign-ups…

Find the KPIs that are most important to your business, and measure

them!

• Purchase intent, engagement, redirects or bookings?

• Revenue based on same session, 30 days, post-click, post-view?

How much value should be attributed to the campaigns?

Importance of appropriate attribution

model

• Last click will underestimate value of

social

• Consider look-back windows

• Inspirational content

• Higher in the purchasing funnel

Analyze conversion paths to find

touchpoints of social, and which

channels users come back through.

ATTRIBUTING VALUE TO SOCIAL CAMPAIGNS

The value of views

• How much value should be attributed to

post view conversions?

Important to attribute some value

to post view conversions

• Look-back window and attribution rate

depends on the behavior of your users.

Measure the value of users from Paid Social campaigns,

who did not convert

A few tips:

• Users coming back through direct traffic, organic search or paid brand

searches.

• Create audience groups, retarget these groups on paid search, and

compare their performance to users who never visited momondo

• Value of exposing users to the brand

• Results: Higher CTR, higher conversion rate and better ROI.

Showed the value of exposing users to our brand.

Easier to get the user back through other channels.

THE VALUE OF SOCIAL MEDIA USERS

Find out which KPIs and metrics are most important to your business

Measure them!

Make decisions based on data. When you have data on what works

scale up!

• Implement conversion tracking, and tag up all campaigns to your analytics platform,

to analyze performance and enable better optimizations

• Move away from last click attribution models, consider look-back windows and view-through

conversions.

• Don’t talk about likes, engagement etc., but about revenue, conversions and ROI.

SUM UP & KEY TAKE-AWAYS

THANK YOU!