Calculating Online Value - Possibilities and Requirements
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1 Calculating Online Value - Possibilities and Requirements ITB Berlin, March 7th 2014
2 Angelika Schwaff - Reisefreunde. About Angelika Schwaff: Publisher of Reisefreunde Founder of Reiseblogger Kollektiv Chief Strategy Manager of iambassador since 2012: Consultant for Blogger Relations, Social Media and Crisis Communication : Head of International Communications for Germanwings : Spokesperson of Air Berlin : Freelance Journalist Study of Communication and Journalism at Freie Universität Berlin Berlin.
3 Melvin Böcher ROIcalculator.com. About Melvin Böcher: - creator of the onlineroicalculator.com - founder of Traveldudes.org The Social Travel Guidebook - top travel influencers online followers on Twitter fans on Facebook on Google+ - co-founder iambassador - creator of the award winning marketing campaign Blog Ville - iambassador campaigns with AVE's of EUR 1-3 million Berlin.
4 Yvonne Zagermann JUST travelous. About Yvonne Zagermann: - award-winning German TV journalist - publisher of the bilingual travel blog JUST travelous - one of the most awarded travel blogs worldwide - et al: Best International Travel Blogger (Skyscanner) - co-founder of Reiseblogger Kollektiv - part of iambassador Berlin.
5 Carina Schmitz häberlein & mauerer. About Carina Schmitz: Junior PR Consultant, consulting & media work Joined häberlein & mauerer in 2012 References: 25hours Hotels Company GmbH, Air New Zealand, Universal Resorts Maldives About häberlein & mauerer: Since July 1, 1988 More than 180 communication experts Offices in Munich and Berlin Owner-operated by four members of managing board: Uwe Freytag, Ute Hildebrandt, Stefan Mauerer, Chris Stricker About our tourism unit: More than ten years of experience in the fields of tourism and travel and a full-fledged division in its own right since 2001 Further clients: Tourism New Zealand, Zurich, Visit South Tyrol, West Sweden Tourist Board Berlin.
6 Jan Janzen AUSSCHNITT Medienbeobachtung. About Jan Janzen: Main focus: Data Mining Big Data Structures Media Analysis Dr. Jan Janzen Head of Digital Media Tel: Berlin.
7 Where are the readers nowadays? Media Time spent per day: Berlin. Source: Edelman as cited by emarketer
8 The internet is the leading source for travel planning info % of travellers who use this source for planning travel Source: UKOM Netview
9 Website / Blog - 3 post with 2,300 actual views per month per post (in a duration of 6-12 months) - 24 tweets to 160,000 followers (3.84 million tweet impressions) - 5 posts - average 30,000 page views per month - 150,000 visitors (readers) per month - 50 tweets / promotion = 29,740 AVE (excluded promotion via Google+, Facebook etc.) = 380,538 AVE Erik Qualman (Socialnomics): 90% of consumers trust peer recommendations, but only 14% trust ads! Newspaper in Germany - 50 employee - 20,000 subscribed readers daily - 10,000 newspapers sold extra daily = 30,000 newspapers per day = 930,000 sold newspapers per month * 2,4 readers per newspaper = Only 72,000 unique readers! Cruise Magazine - edition 100,000 magazine - how many sold??? - $ 60,000 full size ad - article / ad seen by??? = $ 600 CPM Online skyscrapper banner: $ 8-20 CPM 72,000 / 50 = 1,440
10 Do not compare! BUT focus on actual readers: Your Audience! Source: kateevangelistarandr.blogspot.de, Pulse.me and The Guardian
11 11 Online Value is the worth an article published anywhere online has for your company or institution. At best it should be given in a well-known economic measure.
12 So, give me the algorithm!
13 Sorry, it s not that easy. Due to the different online activities of companies, they have to use different means for calculating online value. 13 Medienresonanzanalyse XXX 2014 RWE Deutschland AG
14 1 2 3 Sales/Leads Tracking Monitor a post s sales by tracking the In-Links to your domain. advertising equivalence value/cost for 1000 impressions Compare articles to adverts and define the worth of clicks. Tonality/ Pervasion with Brand Topics Monitor positive articles and the attention given to key topics by target groups.
15 1 Online Value is quantified in terms of currency, so ROI is directly quantifiable All necessary tools are free of charge Sales/Leads Tracking Only possible with webshop (only) Profound analytics for your webshop are needed Monitor a post s sales by tracking the In-Links to your domain.
16 2 Comprehensible relation to economic measures Uses methods approved in print-monitoring advertising equivalence value/cost for 1000 impressions Compare articles to adverts and define the worth of clicks. Ad prices must be known for all platforms Costs associated with necessary tools/agencies
17 3 Further insights for different divisions Potential for reputation buildup can be tracked Tonality/ Pervasion with Brand Topics Indirect relation to economic measures Costs associated with necessary tools/agencies Monitor positive articles and the attention given to key topics by target groups.
18 häberlein & mauerer case 25hours Hotel Wien Clippings Print Online Blog Cosmopolitan, print run: , AVE: Stern.de, PI s: , UU: , AVE: ,87 Justtravelous.com, PI s: , UU: , AVE: 450 häberlein & mauerer Page 18
19 Example: Yvonne JustTravelous.com - 1 article - 2,300 views per month per post (in a duration of 6-12 months) - Skyscrapper banner for 15 CPM - 1 link to external site - promotion via Twitter to 6,163 followers - promotion via Facebook to 7,119 fans (121 talking about this)
20 Exemplary Case Basic Facts: 15 CPM, 2,300 views per month Unweighted AEV/Month: 34,50 Possible weighting factors Tonality Inlinks Social Spread Articel Size
21 Source: 1 article on justtravelous.com: 5 8 tweets to 6,163 followers: Facebook posts to fans: Final AVE: 973,52 The figures are calculated in South African Rands. The total value in is roughly (this will fluctuate with the exchange rate). These values are projections - and do not take things like re-shares into account.
22 AVE Advertise Value Equivalent Print Media In print media: article size = ad value = AVE How not to calculate it online: ad size value = AVE
23 Advertise Value Equivalent (AVE) Online Media Online: article size = ad value = AVE Difference: more precise stats Note: Variables such as niche, audience, traffic... different ad price different AVE
24 Example: Yvonne JustTravelous.com - 1 article - 2,300 views per month per post (in a duration of 6 months) pixel width of post - 15 CPM (Skyscrapper) - 8 tweets to 6,163 followers - value per tweet: Total Twitter value: link to external site ( 300) = 4, total value (excluded promotion via Google+, Facebook etc.)
25 Thank you very much! Panel Discussion How To Calculate Online Value
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