How to advertise social networks. Internet advertising on social networks: review, accommodation features, types and efficiency. How to improve the efficiency of advertising on social networks

Over the past years, the active development of the Internet stimulates the distribution of online advertising. Increasingly, the Internet is used simultaneously with television - both users and advertisers. The spread of the Internet does not replace other media, especially TV, but rather complements them. The Internet receives recognition as an important tool for influencing buyers and prepare them to shopping. Thus, the study of Fevad-Mediametrie Barometer, held in 2010, has shown that 78% of Internet users study product information on websites before making a purchase. The Internet also contributes to the emergence of new platforms for advertising, such as social networks, the influence and role of which in modern society It is already difficult to underestimate and the presence of companies in social media becomes an integral part of them. marketing Strategy. Expanding advertising capacity thanks to the Internet leads to the emergence of new formats and advertising methods aimed at the target audience. At the same time, the growing number of advertising formats and areas requires new methods for assessing the real visibility and efficiency of advertising. New methods of targeted advertising are appear on the basis of behavioral stereotypes, which increases the efficiency of advertising campaigns, and multimedia and video advertisements open opportunities for new consumer relations with a brand, including in social media.

Seven key approaches to Internet advertising efficiency assessment

The main task is to monitor online advertising.

There are numerous indicators systems, however, the most widely used is such an indicator as "Click Coefficient (CTR - ClickThrough Rate)". However, this coefficient underestimates the real impact of graphic advertising on the image of the brand.

A study conducted by ComScore in 2009 shows that the number of people pressing advertising links and banners on the Internet gradually decreases. In the period from 2007 to 2009, the number of Internet users, pressing advertising links and banners, decreased by 50%, and in 2009, only 16% of Internet users have been pressed on advertising links. Moreover, almost all "clicks" fall on a very small part of the Internet users (85% of the pressures account for 3% of users). Characteristics of Internet users who click on advertising links are also very specific (young people aged 25 to 44 years old with an income of less than $ 40,000 per year), and they do not always correspond to the target audience of advertisers 1.

The main disadvantage of the CTR coefficient is that it does not provide information about the impact. advertising announcement From the point of view of awareness of a potential buyer, remembering the announcement, buying loyalty Or buying intent.

Therefore, special assessment tools are needed for efficient online advertising monitoring.

Below are the main approaches to an assessment of the efficiency of online advertising.

1. Defining the objectives of the online communications strategy

To achieve the effectiveness of the Internet should be included in the general marketing strategy.

There are many indicators that allow you to carry out more specific and more often more prompting online advertising. However, a wide range of indicators does not always ensure a proper assessment of the effectiveness of the marketing strategy. Some advertisers are faced with the risk of "informational obesity" (InfoBesity). For advertisers, it is more important to put together and compare data on various media (Internet, TV, radio, press, etc.), and not just evaluate the data using a wide range of indicators. Most advertisers emphasize the need for integrated assessment and monitoring systems, especially in the following three areas:

Understanding the coverage of advertising and repeatability
Analysis of the influence of advertising campaigns on the brand
Assessment of affection for sales

More sophisticated advertisers are developing strategies covering all types of media. Thus, the work strategy on the Internet should be considered not isolated, but from the point of view of its contribution to the achievement of general marketing and commercial purposes.

Given that the goals may be different, it is necessary to determine and implement the indicators corresponding to these goals.

We formulated an approximate list of various goals that can be supplied before the advertising campaign on the Internet.

Branding: The purpose of branding campaigns is the strengthening of various components of the brand, such as recognition, image or purchasing intentions. These campaigns are usually part of a broader strategy for working with the media, and the most often assessing their cumulative effect along with other media.
Work to increase customer loyalty is also carried out within the framework of branding and aimed at expanding the experience of consumer relations with a brand online, but with specific goal Interaction directly with the internet user.
The growth of sales in the mode of offline (traditional sales types) continues to be the ultimate goal of the campaign to promote the brand, with the exception of image advertising. Achieving this goal may be more important for specific campaigns, and it means that the assessment can be carried out with greater accuracy.
Growth online sales: These campaigns are aimed primarily at an increase in sales on the brand website or in partner networks. Such campaigns can also simultaneously pursue the goals of achieving advertising and branding efficiency.
The determination of the circle of potential consumers is based on the result-oriented method, but does not pursue the goal of increasing purchases on the Internet. The goal is to study the circle of people using interactive Internet resources, such as games and questionnaires, for classification purposes.
Increasing the coverage and repeatability of messages: as the Internet penetration increases, it quickly turns into a media that allows you to strengthen the impact of an advertising message. One of the tasks of Internet campaigns can be expanding the scope of the message and ensuring repeatability in other media.
Reducing the cost of attracting buyers can be another goal of campaigns on the Internet. For advertisers focused on the result, it is the main one.

To achieve each of the above goals, you can use different indicators. The following is a basic, but not an exhaustive list, which gives an idea of \u200b\u200bthe assessment toolkit exhibiting advertisers. The same indicator in many cases can be used to assess the achievement of different purposes.

9 types of indicators to assess the efficiency of online activity

Display (Display) number of viszov the number of "visible" advertising number of reviewed advertising duration of the show	Conversion (Conversion) cTR coefficient conversion indicator conversion rate after viewing conversion rate after pressing	Traffic (Traffic) number of visits number of pages viewed duration of visiting number of failures from visits
Interaction (interaction) coefficient of interaction time of interaction indicator viewed video the indicator of fully viewed video video viewing time activity B. social networks	Subscription (Subscription) number of subscriptions (requests for information, games, advertising prospectuses, etc.) subscription price recommendation Coefficient (Social Networks, Viral Marketing Online Marketing Online Campaign)	additional sales received conversion rate at the target audience influence on the frequency and volume of purchases trafficking at points retail, initiated by advertising on the Internet	Playback of investment (ROI) cost of attracting buyers (offline relatively online) payback of investment (revenue / advertising costs)	Post tests (post-tests) impact on recogniziness impact on the memorization of advertising impact on the image of the brand impact on purchasing intentions impact on recommendation

Indicators corresponding to certain goals

2. Evaluation of Internet deposit in achieving branding objectives

In addition to the CTR coefficient, several studies were assessed by the influence that the Internet provides for recogniziness, remembrance and image of the brand.

Impact on brand recognition

To determine the influence of advertising on the recognition of the brand, Nielsen analyzed the effect of several campaigns shown on television, and then on the Internet. 2 It turned out that in some sectors, for example, in the automotive industry and the production of beverages, the Internet provided the brand memorization two times better than television (see Fig. 2). Such high Internet indicators can be explained, in particular, the number of promotional inserts.

Improving the image of the brand

Several studies also revealed a positive impact of the Internet on the brand image. For example, an analysis conducted by the campaign for placement media advertising McDonalds In 2009, it shows that the advertising campaign on the Internet has raised the brand identification by 10%. Similarly, the campaign conducted by L "oreal led to an increase in brand identification by 9% 3.

Positive impact on the buying intention

In the process of studying advertising campaigns with the placement of graphic advertising conducted by four advertisers from various industries, MediaMetrie Netratings has discovered that the buying intentions of Internet users who watched these advertising campaigns increased by 11% 4.

Post-tests are still a reference method for assessing the effect of advertising campaigns on a brand. Understanding this, advertisers are increasingly conducting a special analysis on the Internet. The use of other indicators other than CTR coefficient can help determine the impact of Internet advertising on branding.

Figure 2. Brand memorability at the audience after watching video advertising on television or online, Nielsen IAG Panel, 2009

Assessing the impact of advertising (Measuring Exposure), advertisers understand how notice is graphic advertising, and recognize the average duration of the contact of Internet users with advertising. This indicator will be all wider in the future as the evaluation methods are standardized.

Evaluation interaction (Measuring Interaction) is also one of the ways of primary analysis of the influence of the video advertising or multimedia advertising campaign on the brand.

Some studies have proven a close relationship between the interaction and the impact on the reputation and image of the brand.

To assess the interaction, the following duration and frequency indicators were developed:

Using the interaction coefficient (Dwell Rate), the percentage of Internet users are measured, which interact with a specific banner (translate the cursor to the banner, but do not click on it).
The interaction time - the cursor delay time over the advertisement (Dwell Time) reflects the average time during which users interact with advertising (for example, video viewing time or time unfolding banner).
The interaction indicator (DWELL INDICATOR) is calculated by multiplying the interaction coefficient at the time of interaction.

These indicators offer an interesting alternative to the CTR coefficient, which is often not suitable for formats that do not necessarily include "call to action". The last study conducted by eyeblaster showed that the interaction coefficient for multimedia formats is about 10%, while only 4 of 1,000 Internet users use standard formats 5.

Analysis of behavior when viewing information allows you to evaluate the "brand relationship experience" (Brand Experience), which occurs when viewing online advertising.

Advertisers, the main purpose of which is not an increase in sales, but expanding the presence and influence of their brand on the Internet, seek to form "the experience of relations with the brand." On the Internet, this may manifest itself in the form of visits to the site of the brand or partner sites or in the form of participation in a specific action associated with the brand.

In order to determine the influence of these shares, we can estimate the loyalty of the target category of Internet users by defining the influence of the campaign on the subsequent behavior of the user when viewing information.

This can be assessed in several ways:

The time spent from the target category on the advertiser or partner website;
The number of pages viewed by the user from the target category;
Actions performed on the site (watching video, registration for participation in the competition, subscription to the newsletter, etc.);
Viewing depth (i.e., the number of pages visited at one transition on the link);
Activity in social networks.

The potential of the Internet as a branding tool depends on the possibility of comparing various media from the point of view of coverage and repeatability.

Over the past few years to facilitate comparison of various media advertising agencies Used Web GRP * concept.

Nevertheless, some advertisers we interviewed are used by GRP when developing their media strategy, often together with "Beta Reviews" (Recognition Beta), assesses the level of recognition for various advertising tools within a specific target audience. Then, these data are used as a basis for determining the level of memority of advertising (Memorised Coverage).

* GRP (Gross Rating Point) \u003d Percentage of the target audience embraced by advertising, multiplied by the average number of repetitions to one representative of the target audience. The limitations associated with the use of this indicator for the Internet are mainly due to the quality of the method used to assess the Internet audience, which is associated with a large number of publishers (for example, compared to the number of television channels).

3. Evaluation of the influence of online campaigns on offline sales

In 2009, 24% of Internet users in France, whose survey was conducted by IFOP, answered that under the influence of advertising they could purchase goods advertised on the Internet. The same respondents said that television advertising could affect them in the same way. 6 In 2010, eight of the ten Internet users surveyed by MediaMetrie reported that they were conducted on the Internet before purchasing goods. 7.

Analysis of the customer behavior of a group of 185 million consumers conducted by Comscore marketing research institute showed the importance of influence on Internet advertising campaign users who increase sales over the Internet by an average of 42%, and the implementation in stores by 10% 8.

The study also showed that the cost of the medium basket of the Internet of the Internet, which has seen advertising, was 7% more than that of the user who did not see it.

This system makes it possible to assess the influence of the advertising campaign in terms of cost, frequency and type of purchases on the example of a specific consumer group. Analysis parameters can be accurately calculated in such a way that the focus of specific target groups or exposure levels to determine how advertising campaigns should be adjusted. In traditional advertising distribution means for many years, post-tests were used to analyze the impact of Internet campaigns. It should be noted that the influence of the Internet has never been tested individually, since very few large nationwide advertising campaigns are carried out only using the Internet.

Econometric models can be used to assess the impact on advertising sales on the Internet and other multimedia tools over time, but they require pretty long period Observations.

Figure 3. Advertising Means (Advertising Media), which have the greatest impact on buying intentions (% of respondents), France, 2009

As a rule, advertisers often use an empirical assessment method by cross-checking sales data on the strategy of advertising campaigns in the media. Many advertisers understand that this method requires improvement, as a number of organizational and technical aspects make it difficult to use these indicators.

4. Search for the most efficient combination of the Internet and other media

The use of the media is becoming increasingly interconnected. In 2009, 40% of European consumers watched TV, while using the Internet at least once a day. The Internet is considered to be a means of expanding coverage and optimize results at a fixed budget. The study conducted by Nielsen for the manufacturer of alcoholic beverages showed that the redistribution of 10% of the budget for television advertising in favor of the Internet will allow the advertiser to increase its audience by 3-4% and increase the final GRP campaign for 20.7 points. The combination of various media is an effective branding mechanism, which in some cases can increase the recognition and commitment to the brand by 20%. 10

Hard rules for optimal budget distribution does not exist. However, in the latest study conducted in Germany among the largest advertising networks in partnership with Procter & Gamble, the question of which part of the budget of the advertising campaign should be aimed at advertising on the Internet 11. The study showed that at the same budget, advertising campaigns were more efficient when at least 15% of the budget was spent on online advertising. The study also showed that graphic advertising had almost the same effect as advertising on television, with a lower budget.

Influence on brand

Figure 4. The number of respondents who said they will use / buy products of this brand in the future

Quantitative and qualitative research conducted by ThinkBox 12 in 2008, showed that the use of online advertising in addition to the television campaign increased branding performance on average by 18 points (see Fig. 4), and buying intentions - on average at 21 points .

Panel studies help assess the effects provided by the combination of media used.

Conducting post-tests in consumer groups is one of the ways to assess the results of advertising campaigns in various media. Compare influence on consumers who have seen advertising in one media, with those who saw it in several media, the advertiser can take such measures to improve the results as:

optimization of the budget distribution due to the definition of the best combination of media;
adaptation of advertising format to the type of message;
ensuring consistency of messages transmitted on different channels;
a clearer definition of campaign objectives.

5. Analysis of the impact of Internet advertising on behavior when viewing information

Advertising affects the behavior of Internet users who visited the brand site. In a study conducted in 2009, the Online Publishers Association Internet Publishers Association says that the time spent by the Internet users on sites increased by 50%, after they viewed graphic advertising 13. Advertising contributes to the revival of activities on the site, and this activity must be assessed in all respects: depth, duration of visiting, making purchases and registration. Tracking directed by both sites and users is often considered by advertisers as a way of assessing the effectiveness of advertising and observation of its effectiveness. Viewing advertising on the Internet also contributes to an increase in search. Graphic advertising leads to a significant increase in the search volume associated with an advertising campaign, which indicates the availability of the relationship between graphic advertising and search. According to ComScore specialists, the likelihood that European consumers will perform the Internet search on brand or keywords relating to the brand increase by 2.3 times under the influence of an advertising campaign on the Internet 14.

Approaches when analyzing user behavior when searching and viewing information after an advertising campaign.

Analyzing behavior when viewing information, it is necessary to remember the existence of two approaches: approach, "website-oriented" and an approach, "user-oriented".

The first is reduced to the analysis of information about the number of visits (a visit to categories, spent time, performed actions) and can be correlated with advertising if the Internet traffic arises as a result of clicking on advertising banner. Using this approach, you can get a lot of information, but cross-check for users who have been influenced by advertising before, it is impossible to conduct. It also does not allow to analyze the impact of advertising on behavior when viewing information on the site.

The second approach involves the use of identification files stored in the client system (cookies), to analyze the behavior of Internet users when viewing information after ads. This system is installed on the advertiser's advertising server and provides an accurate assessment of the effect of advertising based on performance indicators.

Both approaches complement each other and allow advertisers not only to receive more information about Internet users, but also improve sites, approaching them to user expectations.

Analysis of multiple exposure and the effect of repeatability of messages - unexplored areas with great potential.

From the performance of the Millward Brown study of the effectiveness of advertising formats, it can be concluded that the more the number of repetitions, the more significant on the brand indicators 15.

At the same time, this method is not deprived of its risks. Advertisers must correctly define required amount Advertising Benefits The user so that advertising does not seem intrusive, as this can negatively affect the image of the brand. To achieve greater efficiency of the advertising campaign, it is necessary to analyze three aspects:

Advertising performance based on the installation to limit the number of advertising shows to one user. This allows advertisers to optimize the number of repetitions of the message and increase the efficiency coefficient of advertising.
Analysis of the impact of advertising on buyers (Analysis of Advertising Exposure), which purchased a product or are in the process of purchase (requested information or product recommendations, but have not completed the order process). This allows advertisers to determine the number of repetitions due to which the highest efficiency efficiency coefficient is achieved.
The impact of repetitions on the level of awareness of the brand and its recognition.

6. Evaluation of the influence of targeted advertising (targeting) on \u200b\u200ball aspects of advertising campaigns

Advertising on the Internet allows advertisers to more accurately determine their audience and interact with users. There are six main types of targeted advertising (targeting) 16, the use of which provides advertisers a full range of solutions. The table below gives short description Each type. The first four types of targeted advertising are widely used for many years. The behavioral type of targeted advertising and the choice of target audience, taking into account the actions of users, also begin to be used more and more often, especially in e-commerce.


Demographic	Definition of the target group of consumers depending on parameters such as age, gender, socio-economic situation and family status
Geographical	Defining the target audience at a given location: country, region, city
Temporal
Contextual
Behavioral	Defining a target audience based on behavior features when viewing information. Characteristics of the audience include its interests, the species of shopping and demographic criteria
Defining the target audience, taking into account user actions (Retargeting) / Remessaging

Targeted advertising behavioral type is actively used to increase advertising efficiency. The use of targeted advertising behavioral type is quickly gaining momentum. As follows from the study conducted by Emarketer, over the next five years, its growth in the United States will increase by 23% per year 17. When determining the target audigory, taking into account the actions of users on Yahoo! Also analyzed the effect of targeted advertising behavioral type within the framework of the Dell advertising campaign. From the analysis results, it follows that the efficiency of advertising after clicking and after viewing increased by 8.5% and 6.5%, respectively, when Internet users showed targeted advertising (see Fig. 5).

Figure 5. The effect of targeted advertising on performance indicators. Advertising campaign Dell / Yahoo (comparison base: 100)

Despite the fact that the main objective of the application of targeted advertising behavioral type is to increase the performance of advertising, it also has a positive effect on branding. To assess the effect of targeted advertising behavioral type on the level of brand recognition and awareness of it, Wimderloop analyzed the results of the advertising campaign of the family passenger car. The results of the study showed that, despite the fact that the target audience of this advertising are families, it has slightly influenced the image of the brand and its recognition in this target group, while the level of brand recognition in the high-tech target group increased twice. The use of targeted advertising behavioral type allows you to increase the efficiency of their advertising campaign by identifying the most target audience. After some time, behavioral analysis will allow advertisers to accurately allocate advertising preferences of different population segments and offer them useful tools for making decisions.

Defining the target audience, taking into account the actions of users - the most effective method Online sales.

Likes, Retwitis and Repographs are not indicators of the success of the campaign in social networks. And even CTR and incoming traffic will not show if there is a return.

In this article you will learn how to measure the efficiency of advertising on social networks.

Step 1. Determine the Marketing Funnel of Social Networks

The process includes several stages:

Acquaintance

Consumers first learn about you. The task is to attract their attention and interest.

Involvement

Now you need to involve users and remain in sight. Use entertainment or training content that stimulates to leave comments and make repographs.

"You are ready? Start New Year With a call! See if the head office has managed to cope with the famous #mannequinchallenge.

Conversion

Time to convert "warm" users and make prompting publications. Invite to buy, fill out the form or subscribe to the newsletter.

"Spring style is already in stores! Enjoy shopping in the nearest boutique! "

Co-involvement

What is the social network chip? Users who are moving around the sales funnel involuntarily involve other users. As a result, you do not work with one subscriber, but with his friends and relatives. They also pass through the sales funnel and lead other people.

Step 2. Determine the attribution of social networks for business

Google Analytics offers several attribution models. But for social networks are not suitable.

Suppose the user learned about you from the video on Facebook. Further ways to develop events:

The user comes to your official page and subscribes.
After a couple of days, you post a publication with reference to the site (classic "Read Next").
The user studies the site, subscribes to news not to miss special offers.
A week later, the user receives a letter with a discount code, the link goes to the site and buys the goods that originally learned on the social network.

Google Analytics offers an attribution to the last click, but it does not take into account the effect of social networks. Therefore, select the multiple touch attribution (Multi-Touch Attribution). The model tracks all the purchasing path points to show which channels and campaigns led to conversion.

Client path (consumer contact points with a company).

In Google Analytics, by default, several models:

Attribution of the linear model. The conversion is distributed evenly in all interactions. The model is suitable if the user receives advertisements all over the way to conversion.
Attribution "With reference to position." The last and first interaction is assigned equivalent value. The rest is divided between other points. The model is suitable if the first acquaintance is important and the final conversion.
The attribution of the "temporary decline". The main value is the most recent interactions, as they led to conversion. The model is suitable for one-time or short shares.

Step 3. Count SPI in social networks

CPA (COST PER ACQUISITION, purchase costs) - an advertisement model in which the advertiser pays only certain user actions: Clicks, subscriptions, purchases, registration.

Suppose you launched a campaign to Facebook to increase the subscriber's database. You know how many subscribers have become customers (this is the acquisition). To find out the cost of acquisition, you need to know the cost of publishing. Divide this number to the number of users who switched and signed up.

For example, publication costs $ 25. You received 16 transitions. Of these, 25% have become new clients.

Total 4 acquisitions from one publication. 25 dollars divide on 4 and get sulfur. In this case, this is $ 6.25.

Step 4. Count ROI social networks

ROI \u003d (revenue minus attachments) * 100 / investment.

Define income from social media will help the model of the attribution of social networks. For example, income from one conversion action is 100 dollars. Social networks belongs to 30% - you defined it using the attribution model. Income from social lines \u003d 30 dollars. ROI may not be accurate 100%, but general view You will receive any expenses.

The social network is an important source of lidogeneration for business, especially B2B. This algorithm will determine their effectiveness and adjust marketing policies In the right direction to increase profits.

Social networks have long turned into something more than just sites for communication. The most popular of them collect millions of visitors every day, unite people in interest, become the means to disseminate important information. It would seem that the very presence of a community or group in social networks is already a guarantee of the influx of potential customers and buyers to the site. But in the face of tough competition, that is, the presence of hundreds and thousands of communities, publics and groups on your subject, makes a popular such work as promoting VKontakte, Facebook, Instagram and other social and SMM - Social Media Marketing.

Under the promotion of communities and publics on social networks is understood as a set of activities that allow you to increase the recognition of your brand, to ensure trust in it by potential customers, improve the quality of interaction with the audience, to increase sales, profits.

One of the most effective ways to achieve all of the following goals in promoting VKontakte, Facebook, Instagram today is viral marketing and creating virgin content.

We can offer you the whole range of activity on the network:

SMM strategy	SMM Support
You want to communicate with customers, but do not know where to begin?
put clear achievable goals important for your business;	we carry out monitoring brand mention in social networks;
understand what language to communicate with your audience;	we carry out official communities, special projects, accounts characters;
make a conscious action plan;	prepare content: news, polls, photos, video, humor, poems and much more;
create a living community of people united interest in your brand.	we provide reporting on agreed KPI.

SMM tools

Considerable help to specialists in SMM today have special tools. They simplify manual labor, help collect statistical data, automatically promote publics and even increase the chances of creating viral content.

Conditionally, all Social Media Marketing tools can be divided into two large groups:

Technical - Services and programs that save the user from routine labor. These SMM tools help post advertising in social networks, collect statistics, monitor the mention of your brand or goods by VKontakte, Facebook, Instagram, Twitter. Examples - LiveInternet, Prospero, IQBUZZ;

Creative. This is a rather abstract name. Under this category all SMM tools are falling, which do not belong to the purely technical. These services and programs that help create, draw up and promote profiles, publics and communities in social networks are responsible for blogging, organize hidden advertising, etc.

Indirect motivation and spam activity

The activity of users and the high attendance of social network says that this is a very effective information channel for advertising and marketing events. Not in all cases, you can achieve high results, especially if you use "black" methods, such as spam in private messages, comments, photo albums. However, there are a number of technologies that allow advertising products in social networks with high efficiency. As a rule, this is a viral or hidden advertising that does not have a direct motivation or call to use the advertised product, but still involves users of social networks into a discussion about the product, its advantages.

The basis of advertising in social networks is posting

The most popular advertising methods in social networks include posting. Under this term is understood to post comments and messages with elements of hidden advertising in loved ones on groups, communities, notes, etc. The most important feature Such a variety of hidden advertising is an increased informativeness. Advertising itself is regarded as a side, and the chief send message attracts the audience, offers current information, gives answers to important questions.

Viral methods of advertising site in social networks

Community Development on Social Networks

directly advertise the company, its goods and services;
offer users in demand;
consult;
perform a platform for communication on certain topics.

For example, a group of coffee fans, not engaged in direct advertising of individual brands and manufacturers, but actively working on the popularization of the image of this invigorating drink.

Not a small role is played here that those who enter the community are actively involved in her life (leave comments, communicate on various topics, subscribe to mailing) is the purest target audience of the thematic product. That is, in the case of a group of coffee, most of the participants of this public - potential customers of a coffee brand. Moreover, to start a constructive dialogue with these people, there will be no effort. Actually, therefore this method Website promotion in social networks is preferable!

awesome of the thematic product. That is, in the case of a group of coffee, most of the participants of this public - potential customers of a coffee brand. Moreover, to start a constructive dialogue with these people, there will be no effort. Actually, therefore, this method of promoting a website in social networks is preferable!

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Today it is almost impossible to find a person who is not registered in one or more social networks. That is why SMM promotion becomes full marketing method. The effectiveness of advertising on social networks cannot be ignored, losing the opportunity to use this tool, because it is in "Odnoklassniki, Facebook," VKontakte ", Twitter, etc. There is a significant part of the target audience of your business.

What is necessary to assess the effectiveness of advertising on social networks

Planning marketing activities The company is impossible without the direct participation of the leadership, which determines the course of business development. When developing a strategy, market indicators are taken into account, on the basis of which you can build a forecast for the dynamics of consumer preferences. Conditionally, they can be called indicators. Data for evaluation can be obtained including on social networks in which advertising of your brand or product helps to see the change in the characteristics of the target audience (demography, age, location, preferences, interests, etc.).

Each of these indicators can answer important issues for the marketing strategy and business as a whole.

Indicators such as budget, resources, deadlines, products and processes can have both a quantitative and qualitative expression that demonstrates ways to interact with social network users with your brand. In addition, they can be optimized and adjusted to improve the efficiency of advertising on social networks. In the long run, improving indicators can lead to a more cost-effective distribution of investments in social media.

Recent studies about advertising efficiency in social networks

Content Marketing Institute together with MarketingProfs organized a survey in which 3714 marketers from around the world took part. As a topic of study, Content was selected, as well as success in Internet marketing. Despite the fact that only 263 respondents relate to B2C marketers and business owners, the survey results were recognized as indicative.

Advertising posts (for example, publishing on Facebook or Twitter and Pinterest) use 76% B2C marketers. 61% of them confirmed the effectiveness of this type of advertising in social networks, the effectiveness of which was estimated at 4 or 5 points along the five-point system (3 demonstrates a neutral attitude).

Advertising on social networks was evaluated in 4 or 5 points on the efficiency scale in 59% of respondents (this method of promotion applies 74% of all respondents). Facebook was recognized as the most successful platform for promotion, the second place went to YouTube.

The effectiveness of social platforms for B2C:

Most respondents participated in the survey of CMI refer to the sphere of B2B (1521 people). Of these, 93% use advertising on social networks: 52% - advertising posts, 41% - advertising directly. 48% of marketers rated these tactics for 4 points on a five-point efficiency scale, 45% - on 5 points.

However, 55% of B2B specialists assigned an estimate above the average (4 or 5) paid search advertising, as well as PPC (Pay-Per-Click - a payment fee). And only 29% of respondents consider traditional banner advertising with sufficient efficient or superffective.

Efficiency of social platforms for B2B:

What indicators are the effectiveness of advertising on social networks

Users of social networks are partly attracting metrics, allowing you to see how many subscribers your community or channel, how many comments, likes and reposts have your content. Business owners are also worth paying attention to these indicators to measure them and evaluate the discovering advertising efficiency for the company.

The audience

Entrepreneurs are counting on the fact that the target audience is aware of their brand and offered services. This awareness can be measured using the following criteria:

The number of subscribers, that is, those people who consist in your community on the social network and regularly receive a newsletter on updating content.
The audience growth dynamics demonstrating an increase or reducing the number of subscribers for a certain time interval.

Awareness is the upper part of the sales funnel. Here are such customer incentives, as the urge to awareness of the need, the desire to satisfy their requests and loyalty to the company.

Submit your application

Coverage

The coverage indicator reflects how many users from the total number of social network audience looked at your content, including paid advertising. This indicator is applicable to both a separate post and the entire page of the entire page. With it, you can estimate the effectiveness of the advertising impact on the target audience.

Involvement

4 main ways of interaction with the audience using social networks are distinguished. They allow you to measure the audience reaction.

Likes, with which you can see the number of users watching and raising your content users.
Comments showing the effectiveness of your content that stimulated users to enter into a dialogue.
Repographs reflecting the increased interest of the audience, which considered your content relevant to accommodate on their pages, as well as for further distribution.
Mentions showing how many times during communication users quoted the name of your brand.

The greater activity demonstrates the audience, the higher the performance of advertising in social networks. The indicator of involvement helps to assess the degree of user's interest in relation to your content. Thanks to this, the loyalty of the audience is growing, which can later lead to sales growth.

Social mood

This indicator refers to the most indicative. Exploring the social mood, you get the opportunity to assess the user's attitude to your company and find out what they say about your brand.

The difficulty lies in the fact that in the process of communication users of social networks can mention your brand without referring to it directly. To understand which context, the audience speaks about your company - in a positive or negative, specialized services are involved, which are used by marketers to evaluate. Analyzing the tonality of feedback is based on the key parameters specified. The more the percentage of the mention of your brand in social networks, the higher the efficiency of advertising on social networks. In addition, measuring social mood, you get the opportunity to respond quickly to criticism and adjust the strategy to avoid the appearance of the negative in the future.

With specialized services (for example, ReviewPro), the social mood of your audience can be expressed in numbers that are easy to operate when assessing the efficiency of advertising on social networks.

Share of advertising impact (SOV - Share of Voice)

Measuring this indicator can help:

Assess the effectiveness of advertising on the social network, that is, give answers to questions:
To clarify the degree of recognition of your company (whether customers mention your brand yourself during communication or only after relevant advertising or promotions).
Competitive Analysis:

Attracting customers

On the issue of achieving business goals, activities in social networks simply cannot be based only on communications with users. The task of marketing activities in social networks is to form the need for services, in the generation of leads and in sales growth.

Based on this purpose, you must create your own sales funnel and organize a channel for profit from promoting your brand in social networks. Platforms of many social networks offer the user the ability to form a standard traffic report. However, to carry out a full analysis, it is better to attract specialized services, such as Google Analytics, which helps to evaluate the effectiveness of your marketing efforts that contributed to the transition of potential customers from your social network page to the corporate site. Using UTM links placed in posts, Google Analitycs helps to find traffic channel and evaluate whether it has led to the generation of Lida and the completion of the transaction.

How to assess the effectiveness of advertising on social networks: the main stages

Stage 1. Definition of marketing funnel of social networks

This process consists of several stages:

Acquaintance.

The tasks of this stage include attracting user attention and stimulate their interest in your brand.

Involvement.

You can involve users with entertainment or learning content, thanks to which an interested audience participates in the discussion, leaving comments, and distributes it with reposts.

Conversion.

Now it's time to convert interested users in future buyers, offering to buy an attractive product to them, fill out the form or subscribe to the newsletter.

Involvement.

One of the remarkable features of social networks is that the sales funnels included in the sales funnel involve their activities there other people. Therefore, the number of your potential customers is constantly growing, and each of them leads to the sales funnel of people who are included in the circle of friends and loved ones.

Stage 2. Determination of the attribution of social networks for business

Attribution of social networks - The process of determining the income channels, campaigns and publications. In this case, Google Analytics will come to your aid. However, not all attribution models offered by this service are suitable for social networks.

If we assume that the first acquaintance with your brand happened when watching a video on Facebook, the following user steps look like this:

Going to the page of your brand, the user subscribes to it to regularly receive news.
After a couple of days, your page is replenished with an article, read what is completely only on your site where the link is placed in the post.
The user goes to your site and subscribe to the newsletter to be aware of new products and current events.
A week ago email The user comes with a code with a code by entering which on your site, he receives a discount on the goods, attracted his attention on the social network page.

Google Analytics offers an attribution to the last click, but it does not take into account the effect of social networks. In this case, the multiple touch attribution (Multi-Touch Attribution) gives greater efficiency, with which you can track all user channels that led it to purchase.

Stage 3. Counting Sing in social networks

CPA (COST PER ACQUISITION, purchase costs) - an advertisement model in which the advertiser pays only certain user actions: Clicks, subscriptions, purchases, registration.

When you run a campaign in Twitter and with its help increase the number of subscribers, you can find out how many people from this audience have become customers (this is the acquisition). If you know the amount of investment spent on the publication, you can calculate the cost of purchasing, dividing the price of the placed post on the number of users who eventually moved on your link and signed up.

Stage 4. Counting ROI social networks

ROI \u003d (revenue minus attachments) * 100 / investment

The income from social networks is calculated using the attribution model. If we assume that the income from one conversion action is 120 dollars, from which 30% belongs to social networks (this suggested the attribution model), then the ROI will be equal to $ 40. Of course, this indicator is not always distinguished by accuracy, but it gives an idea of \u200b\u200bthe level of expenses.

The social network is an important source of lidogeneration for business, especially B2B. If you follow the algorithm outlined above, you can appreciate the effectiveness of social networks for the selected marketing strategy, as well as adjust your actions under this policy to stimulate profit growth.

How to determine the effectiveness of advertising on social networks depending on the type of project

Shops (services), whose activities are carried out only on social networks.

For such platforms, the effectiveness of advertising on social networks is calculated very simply, since all sales are carried out only here. Profit consists of the cost of all goods sold, and the cost of costs is determined by the cost of products increased by the amount of investments in promotion in social networks. In this case, the ROI indicator is calculated by the following formula:

D. - income from the sale of goods;

Z1. - the total cost of goods;

Public pages and groups whose profits are based on the publication of paid guest posts, references to partnership programs etc.

For these sites, the effectiveness of advertising on social networks is also easily calculated by the formula of the ratio of profit to the total costs, which is presented above. In this case, the income part is the total cost of all paid posts for the period under review (month, quarter, etc.). The cost of human-hours per reporting period is included in the cost of the reporting period, as well as the volume of investment in the group's promotion.

Shops (services) and companies selling services for which social networks are one of the channels of promotion in the general sales funnel.

For these sites, evaluate the effectiveness of advertising on social networks is quite difficult, since it is difficult to find the weight of a separate channel of promotion in the overall complex of marketing events. Therefore, to begin with, it is necessary to find the right approach that will help simplify the task of counting the ROI social networks.

Types of advertising that show the greatest efficiency of advertising on social networks

Branding.

Brand awareness is the key to his winning position against the background of competitors. With the help of social networks, you can cover a huge target audience, the size of which exceeds the number of audience of television advertising. Do not ignore the effectiveness of social networks as a tool to increase brand awareness.

Hidden marketing.

Pop-ups in full screen banners and other annoying advertising has long been taught by social network users to close such pages, not even getting acquainted with their contents. In this regard, there was a need for such advertising on social networks, the effectiveness of which is expressed in the hidden manipulation by the attention of visitors.

This approach requires patience. To start around your brand, it is necessary to collect a loyal audience to him, after which it takes a promotion that is delivered from the obsession of ordinary advertising, but at the same time it pursues the same goals. Most firms for whom social media are one of the main promotion channels, emphasize the effectiveness of advertising on social networks.

Viral marketing.

High-quality viral marketing may require much more forces and qualifications. Generate viral content and achieve its rapid spread is very difficult, but the effectiveness of such promotion in social networks is truly large. In this case, an excellent help will be a humorous or stimulating user to show curiosity content, which will help increase brand awareness.

Black PR.

Black methods are quite unpredictable, because ultimately "dirt" may also be on the company that sought to find competitors. In this case, it should be happening more skillfully and delicately, not dropping to the level of distribution of woven and unreliable information to push the user to the idea that the reputation of competitors is much more modest against the background of the brand under consideration.

All your actions as part of the application of the Black PR methodology should not leave "tails" so that competitors have no opportunity to prove your involvement in what is happening or put forward claims.

How to improve the efficiency of advertising on social networks

Use the social potential of your employees.

About 89% of advertisers brand apply free marketing tools in social networks, thus generating their own advertising campaigns. 71% of the agencies whose clients make an order for business promotion, they are also used. At the same time, 81% of the agencies implement marketing campaigns of their customers with the help of paid social networking tools. They enjoy 75% of companies promoting their brand on their own.

From this we can conclude that most brands prefer to attract their own resources and free social network tools to promote and generate content, as well as to interact with the target audience. At the same time, third-party agencies are most often used to create and publish paid ads.

If the experience and qualifications of your employees can effectively participate in promoting your brand on social networks, you get the opportunity to save money. In addition, communication with users will be more personalized.

Publish ads on social networks that your target audience uses.

The results of marketing research confirm that a substantial part of advertisers is convinced of the need to increase advertising spending on social networks. The effectiveness of this approach is no doubt. However, 40% of respondents plan to increase the budget by only 10% and even less. This means that brands are aware of the high effectiveness of paid ads in social networks, but they are not ready for significant investments in this channel of promotion.

If your budget is limited, any little things should be taken into account. To increase the efficiency of advertising on social networks with minimal financial costs, carefully choose time and place for publications, and for this you need to know everything about the features of social networks that your target audience prefers.

Use social networks to increase the audience coverage.

Television and other advertising gradually lose their positions. The effectiveness of advertising on social networks recognizes most advertisers, 40% of which increase investment in this type of promotion. It is social media that are recognized that the phenomenon of modernity, which unites various channels of information distribution. If you appeal to the results of marketing research, curious facts are detected:

Over 50% of advertisers promote their brand with offline advertising and publishing paid ads in social networks. This is due to the fact that with equal costs of creating advertising, the cost of accommodation in social media below.
More than 25% of advertisers redistribute the marketing budget in favor of advertising on social networks.
About 75% of brands carry out marketing campaigns both on the pages of our own corporate site and in the network communities.

With the help of advertising on social networks, you can significantly increase the coverage of the target audience, the benefit of these sites provide a wide selection of paid and free tools. The easiest way to attract users is the promotion of your community through advertising while placing interesting content.

Determine the objectives and objectives of the advertising campaign in social networks.

To stimulate sales growth in social networks, you first need to purchase advertising on these sites, with which you will attract the target audience and involve it into cooperation. Placing a paid ad in network communities does not generate an immediate increase in profits at the expense of sales. However, each subscriber of your community is quite realistic to turn into a buyer. The main thing is to give him what is able to interest him, that is, the product with which you can evaluate the efficiency of advertising on social networks.

Create a relevant landing page for users of social networks.

Over half advertisers believe that to assess the effectiveness of paid ads in network communities and offline advertising, you can use the same criteria, such as sales growth, increasing brand awareness and free publications about the company. However, advertising using paid tools in social networks does not always guarantee an increase in the volume of sales of your product. Only 10% of advertising sellers in network communities undertakes to achieve such a result. In addition, other criteria that almost half of the sellers will apply to assess the effectiveness of advertising on social networks.

To get the most reliable results, it is necessary to analyze the effectiveness of yourself. To do this, you can create a landing page on the corporate website for users who make the transfers to the advertising links of social networks. Drive the Counting of Visitors who performed the steps necessary to start the sales process.

However, not all visitors are ready to complete the transaction immediately after the first visit. That is why your landing page should have an attractive content that will help the user to continue acquaintance with your business. For example, you can offer potential customers a discount for registration on the site.

Measure the efficiency of advertising on social networks.

However, almost a third of advertisers doubt the ability to measure the efficiency of placing paid advertising in network communities. To obtain data, it is enough to choose suitable metrics that will be maximally effective to assess your campaign. For example, it is possible to estimate the result with the number of subscribers raised by the marketing action or the number of references to your brand in network communities. Such indicators will be useful for analyzing the efficiency of advertising on social networks.

Use advertising on social networks both to inform customers about your brand and to support sales.

After the start of the campaign on social networks, almost 50% of advertisers expect an increase in sales and brand awareness. It is necessary to gradually involve users in the conversion process, attracting their attention even during the first visit to your pages in social networks.

With the help of advertising in network communities, brands are able to start interaction with the audience and inform potential customers about the product and new products. However, promotion in social networks can also act as a sales support tool. The main thing is to choose suitable techniques and evaluation criteria.

Today, the market and services are full of numerous participants. Among rigid competition good publicity The only way to survive. Exist different methods Promotion. However, advertising statistics prove that the Internet plays a key role in development.

What types of exist

Distinguish the following ways of promotion:

At the place and method of placement.
Depending on the purpose.

To understand where exactly and how to announce its products or services, you need to study all ways to promote.

the Internet

Instagram and Facebook

Became an active platform for moving many famous brands. Advertising statistics in Instagram predicts $ 2.8 billion by the end of 2017. By attendance, the network occupies one of the first places in the world. It is inferior to such networks as . 34.9% of users are in the age category from 25 to 34 years.

In 2017, advertising statistics in Russia reached record indicators. The share of the Internet last year was 38%. If you compare advertising statistics for 2016, the market has grown by 11% and is 360 billion rubles. For 5 years, revenue is expected to revenue 20.9 billion dollars from the entertainment industry and the media.

Advertising statistics shows a 10% market fall in Kazakhstan due to devaluation. In national currency it is 33.1 billion tenge. Is it worth cutting the amount of agitation in the country difficult to say. However, in the dollar calculation, he squeezed more than 1/3.

Outdoor advertising

This type of promotion is used on buildings and other prominent places where many people. What advertisement is more effective on statistics? Each method of promotion has its strengths and weaknesses.

Video Promotion

Video advertising is a form aimed at creating an image, promotion of goods and services. Statistics on advertising video formats shows that short rollers are usually viewed to the end. Non-commercial movements of promotion are used to solve social problems and attracting people's attention to important public issues.

IN modern world With increasing cruelty, increasing importance is social advertisement. Non-commercial movements of promotion are used to solve social problems and attracting people's attention to important public issues. According to statistics, 40% of Russians believe in the effectiveness of this method.