PURELEI

KPI at a glance: This is what you learn here

Tip! Below you will find detailed explanation, formula and examples for all KPIs. This is what you learn here:

KPI calculators

Engagement rate

Formula: How to calculate the engagement rate?

• Engagement Rate = ( Engagement [Likes, Comments and Shares] / Followers ) x 100

Example

If a total of 120 engagements (such as video views, likes, comments, shares, etc.) are recorded on one of your social media channels and you have a total of 3,600 users following you, the engagement rate is about 3.23%.

Calculator

Calculate your engagement rate online for free:

• Engagement Rate Calculator

Return on Ad Spend (ROAS) / Return on Invest (ROI)

Formula: How to calculate Return on Ad Spend?

• ROAS = advertising revenues / advertising costs

Example

If you spent 20,000 euros on Facebook ads in January and generated a total profit of 80,000 euros, the return on ad spend is 4 euros. This means that every euro invested generated a profit of 4 euros.

The ROAS analysis shows whether an analyzed social media channel is profitable for you. After all, you certainly don’t want to spend more money on advertising in the long term than it brings in. So a higher ROAS is better.

Calculator

Calculate your return on ad spend online for free:

• Return on Ad Spend Calculator

Impressions vs. reach

We’ve included this metric separately because it’s important to not just look at impressions or reach individually, but to combine both metrics. In a nutshell:

• Impressions = number of ad views
• Reach = number of people who have seen the content

Cost per thousand contacts (CPM) / Cost per reach (CPR)

Formula: How to calculate the cost per thousand contacts?

• CPM = (advertising costs / reach) x 1,000

Example

Let’s say you spent 10,000 euros on an Instagram ad campaign that was seen by 400,000 users. The CPM is then 25 euros per 1,000 users reached.

Calculator

Calculate your cost per thousand contacts for free online:

• CPM / CPR Calculator

Click Through Rate

Formula: How to calculate the click through rate?

• Click Through Rate = Clicks / Total Reach x 100

Example

For example, if an ad is displayed 500 times and is clicked on 10 times, the click-through rate is 2%.

The click-through rate is another key figure in online marketing. It indicates the ratio of the number of clicks on an ad to the total reach. If the CTR of an ad is particularly low, you should check whether the targeting is addressing the right target group or whether changes need to be made to the image, text or call-to-action.

Calculator

Calculate your click through rate online for free:

• Click Through Rate Calculator

Conversion Rate

Formula: How to calculate the conversion rate?

• Conversion Rate = (Conversions / Interactions) x 100

Example

Conversion rate is calculated by dividing the number of conversions by the total number of interactions that resulted in a conversion in the same time period. Assuming you have 100 conversions from 2,000 interactions, the conversion rate is 5% because 100 / 2,000 = 5%.

Conversion rate is the percentage of users who perform a desired action. A typical example is the percentage of visitors to a website who make a purchase. The conversion rate can also be related to the respective marketing channels, e.g. to calculate the conversion rate of your social media ads.

Calculator

Calculate your conversion rate online for free:

• Conversion Rate Calculator

Lead-to-Deal Conversion Rate (LDCR)

How do you calculate the lead-to-deal conversion rate?

• Lead-to-Deal Conversion Rate = (Deals / Leads) x 100

Example

Let’s say you generated 2,000 new leads through your social media ads in October, which resulted in 40 deals. Then the lead-to-deal conversion rate is 2% because 40 is divided by 2,000 and multiplied by 100.

Calculator

Calculate your lead-to-deal conversion rate online for free:

• Lead to Deal Conversion Rate Calculator

Cost per lead

Formula: How to calculate the cost per lead?

• CPL = advertising costs / leads

Example

To calculate the cost per lead, you must first track your conversions to determine the number of leads generated. This tells you what happens after a user clicks on your ad. The cost per lead is calculated by dividing the cost of an ad or campaign by the conversions it generates.

Calculate your cost per lead for free online:

• Cost per lead calculator

Cost per click

Formula: How to calculate the cost per click?

• CPC = advertising costs / clicks

Example

To calculate the CPC, you divide the total cost of advertising by the total number of clicks on the ad. Let’s say you spent 400 euros on an ad that generated 100 clicks, then the CPC is 4 euros.

Calculate your cost per click for free online:

• Cost per click calculator

Customer Acquisition Cost (CAC)

Formula: How to calculate the cost per lead?

• CAC = ( marketing costs / sales )

Customer acquisition cost is undoubtedly one of the most important metrics for a growing business. CAC (Customer Acquisition Cost), as the name suggests, tells you the total cost of acquiring a new customer.

This metric is critical because it gives you a clear guideline to evaluate your marketing activities. If a marketing campaign doesn’t generate new customers at a lower price than your current customer acquisition costs and instead helps increase them, it’s probably not an activity that justifies your team’s valuable time.

Calculator

Calculate your cost per click for free online:

• Customer Acquisition Cost Calculator

Customer Lifetime Value (CLV)

Building customer trust and loyalty is a major challenge for companies. An important key figure in this area is the Customer Lifetime Value (CLV). This value reflects the average value that a customer has for a company over the entire duration of the customer relationship.

Share of Voice (SOV)

Formula: How to calculate the Share of Voice?

• Share of Voice = (Sum of own mentions / Sum of all relevant mentions of all competitors) x 100

Example

For example, if your company hashtags were mentioned 60 times and the other relevant hashtags were mentioned a total of 100 times, you would have a share of voice of 60%. This would mean that you have established yourself as a thought leader in your field.

Calculator

Calculate your Share of Voice online for free:

• Share of Voice Calculator

Social media channel and content

Followers / Fans

Nowadays, the sheer number of followers or fans doesn’t tell you much about a social media profile. Many users buy likes or followers to look better at first glance (read more in our post about fake influencers). Even if you don’t, it’s not advisable to rely only on the number of your followers as a metric. For example, if you serve a niche topic, you will have a smaller audience.

Much more important are the following questions:

• How has the number of your followers developed in the last few months?
• How often do your fans interact with your content?

Share / Repost

The number of shares or reposts shows how often your posts or content have been shared. When your posts are shared further, you benefit not only from your own reach, but also from the reach of other users and their networks. This allows your post to go viral and reach new audiences.

So if your goal is to generate more reach and increase your visibility, you should work on getting the an

increase the number of shares and retweets.

Comments

The number of comments is also an engagement metric. On Facebook, the number of comments can also increase reach, as your posts show up in the feeds of those users who have commented. However, it’s important to not only look at the number of comments as a metric, but also consider the quality of the comments. Comments are expressions of opinion, and it is important not to neglect the qualitative aspect.

Reactions / Likes

This is about the number of reactions to your posts on social media, not the likes for your accounts themselves. Of course, you always want users to like your content and give it likes or emoji reactions on LinkedIn, for example. You can monitor this KPI over time to see if the quality of your posts continues to improve.

Target group under 20

Every generation looks for its own topics. This is how new trends, youth words of the year, but also social networks emerge. The younger the target group, the more social networks they have to keep track of. While older target groups have found their social network and usually remain loyal to it for a long time, the younger generation is looking for their own space to express themselves.

Many new social networks are launching, but few are catching on. Still, the mix of marketing opportunities you have within social networks is greatest in the under-20 demographic.

Currently still in the middle of the hype is TikTok

The social app TikTok has been around for a few years now. With the name change from musical.ly to TikTok, the strategy change from music network to comedy, entertainment, beauty and other topics, the social app really became big.

The fact that there are still relatively few creators, i.e. people who create content, is also reflected in the extremely high number of followers of individual accounts. At the age of 17 or 18, some already have 10 million followers and more. Such enormous growth would no longer be possible on crowded platforms like Instagram and YouTube.

How long is TikTok still “the trend”?

Of course, TikTok will be replaced by a new social network sooner or later, but for the next two or three years it will certainly remain the ultimate in the young target group.

In addition to TikTok, however, the under-20 target group also consumes Instagram and YouTube. Instagram for a quick pastime, YouTube to listen to music or learn something. Accordingly, the advertising measures also differ, because the strategies and methods are adapted depending on the situation and usage behavior. Each of these three social networks now has over one billion active users.

Alternatives: Instagram, YouTube and special interest like Twitch

In addition, special interest social networks are becoming more and more interesting for your advertising activities. A typical example would be Twitch, where mainly gamers meet. Here, too, the usage behavior is extremely different. In some cases, the creators’ streams run for hours. For comparison, a typical story on Instagram (small video) lasts 12 seconds.

So there are social networks for quick consumption, entertainment, and social networks that are consumed with higher attention.

Most popular social app: Under 20

Ideally, focus on:

• Leading medium – TikTok
• Also relevant – Instagram, YouTube
• Special Internet – for example Twitch

How can you be successful on TikTok?

TikTok consists especially of small video clips that entertain. Accordingly, TikTok can definitely be called one of the most creative social networks. Which, in turn, also means that creativity requires time and the right people. Compared to platforms like Instagram or Facebook, content production is a bit more time-consuming. At the same time, advertising measures on TikTok only pay off if they have the appropriate target group. As mentioned above, you would not have any success if you want to address target groups around 35 years old, for example.

Accordingly, as a brand, you need to get involved with TikTok. It’s singing, it’s dancing, it’s about fun. Especially for more traditional industries, let’s say for example banks that want to market a daily allowance account, the creative leap has to be made. For other brands in the field of lifestyle, or even travel such as cruises or backpack tours to Asia, already easier. Some also rely on influencer marketing for this.

Want to learn more about TikTok Marketing? Read more here!

• TikTok
• TikTok advertising

Target group between 20 and 30 years

The target group between 20 and 30 could also be called the Instagram generation. Before them, there was virtually only Facebook (and a few others like MySpace and YouTube). Then came TikTok.

Conversely, for your advertising measures, if you want to reach people between the ages of 20 and 30, Instagram offers the largest audience, i.e. the most relevant users.

Instagram as a central app

Instagram is primarily consumed on the side. Simply put, users want to take a quick look at what’s going on in their world (friends) and in the world at large (influencers, stars). Behavior and engagement is accordingly relatively short-lived. Two minutes after getting up, one minute while drinking coffee, 5 minutes while waiting for the next streetcar.

Accordingly, the content must be adapted, whether it is organic content or paid reach, i.e. advertisements.

Of course, the older target group is also adapting the trends of the younger ones, so there are also more and more TikTok channels among 20 to 30-year-olds. It is quite different with the older social networks, for example Facebook. Here, some have an account, but without active use and relatively few.

Most popular social app: 20-30 years

Ideally, focus on:

• Leading medium – Instagram
• Moreover relevance – YouTube

How can you be successful on Instagram?

Instagram thrives on constant entertainment value. For you, this means: publish content, publish content, publish content! If you look at successful influencers on Instagram, for example, their channel also works so well because they regularly publish new content. Posts with new photos and galeries, Instagram reels with little movies, and of course, Instagram Stories constantly showing snippets of your own life. If you adapt this methodology to your brand, it means the same, at least one publication every day. That doesn’t sound like much, but many don’t keep up and that’s why they are looking for a good social media marketing agency.

Learn even more about Instagram marketing here:

• Instagram
• Instagram advertising

Target group 30 to 40 years

The easiest way to reach target groups between the ages of 30 and 40 is to use the mix of Instagram Facebook and YouTube.

Less relevant within the target group are the new social networks. Of course, because with increasing age, life itself becomes more extensive, work, family, tax returns…accordingly, target groups over 30 are no longer so erratic in their choice of social networks.

However, on the first place of popularity in this target group is Instagram. This is where you reach the most people from this potential target group. If the tendency is towards 40 years old, Facebook can also be used as a medium. If the tendency is towards 30 years old, however, you should focus on Instagram. YouTube can then be used for content and advertisements in the same way as for the target groups under 20 years of age and the target groups between 20 and 30 years of age.

Most popular social app: 30-40 years

Ideally, focus on:

• Leading medium – Instagram
• Moreover relevance – YouTube

Target group 40 years and more

Target groups over 40 are the people who were really the very first to come into contact with social networks. From the very first big social networks like MySpace, which has no relevance nowadays, to Facebook, which has become the biggest social network in the world.

The easiest and fastest way to reach audiences over 40 in social networks is Facebook. Facebook is widely used, for family, for club, for work. On Facebook you can now find jobs, you can go shopping, the social network is evolving for its users. Accordingly, many are satisfied and also have no interest in switching to a social network of the younger target groups.

YouTube is the only alternative to Facebook. After all, target groups over 40 are also active here. After all, you can learn just about anything on YouTube, from how to repair the roof on your own home to the question: How do I do my dog’s hair myself?

Most popular social app: Over 40

Ideally, focus on:

• Leading medium- Facebook
• Moreover relevance – YouTube

How can you be successful on Facebook?

To successfuly run Facebook marketing, you usually always need to consider two components. On the one hand, you need the organic content, from the channel setup, to your own content, in the form of text, photo and video. On the other hand, it’s about targeted marketing of your own content with paid reach. Why is this? Organically you reach relatively few people, maybe one percent, two percent your own target audience. That means 98%, 99% of people, depending on the channel don’t see your content. With additional advertising spend, you can reach those remaining people.

With paid reach, you attract more and more people to your Facebook channel or other destinations, such as your online store. With organic content, you convert this reach into real followers and brand fans.

Classical economics already teaches that every regular customer brings more profit than the acquisition of a new customer. That’s why community building in social networks is so important for brands. As an additional channel, you can also fall back on influencer marketing, simply explained, people with a large reach talk about your brand.

Learn even more about Facebook and Facebook Marketing here:

• Facebook
• Facebook advertising

Digital avatar: Kanye West surprises his wife

An incredible story, considering the ever-changing world. Especially in 2020, the world has become more digital than ever. Home offices, video meetings and many other new digital structures are changing our everyday lives. Soon, virtual people will also play an increasingly important role.

Check out this post on Instagram

A post shared by Kim Kardashian West (@kimkardashian) on Oct 29, 2020 at 4:17 PDT

Kim Kardashian? Background: Reality TV & Instagram Star<

Kim Kardashian is a reality star. She is a role model for millions of women and girls today. Career woman, wife, mother of four, media model, fashion trend influencer. She proved that with hard work and perseverance you can make it to the top, the Amercian Dream. She got her big break with her family through the TV series "Keeping Up with the Kardashians", guided by mother Kris Jenner. Kim, Kris… all have success, including her sisters, like Kendall Jenner. With a huge (and lucrative) digital presence on social media, her own brands and businesses, and the reality shows she became successful with, Kim Kardashian is worth over $370 million, according to Forbes.

Brand value of $370 million

Still, she’s not content to rest on her laurels. In fact, Kardashian has even added law student and social advocate to her resume. Today, on her 40th birthday, she received this very special gift.

“Keeping Up with the Kardashians” ending.

In 2020, the family will end the series “Keeping Up with the Kardashians”

Original footage of Rob Kardashian (father).

These are older, original recordings of her father.

How much does such a digital avatar cost?

The cost of production will almost certainly be ~$100,000.

Tip. Social Media 2023 Report

The evolution of social media is getting faster, faster and faster. Today, not only Facebook is relevant, gamers are on Twitch, teens have fun singing and dancing on TikTok, politicians love Twitter and mom and dad are on Facebook. Where is the social marketing world headed? This week’s topic in our Social Media Marketing Podcast:

Monitoring the successes – Facebook, YouTube, Instagram and Co

However, social media monitoring is extremely different. There are areas in influencer marketing that can hardly be monitored at all. The last action, for example, coupon codes in Instagram Postings. No direct links can be placed here and therefore clicks and sales cannot be traced. Of course, this is a big problem for many companies who are also building reach with the promotion through influencers. At the same time, there are options such as Facebook ads that can also be switched to Instagram, which are extremely accurate in reporting and monitoring. So accurate that even many critics are concerned about privacy, after all, advertising is becoming increasingly personalized. Here, paths can be traced extremely precisely so that you know and see exactly who likes your own brand, who buys the products, who is interested in similar products, how old the people are, where they come from and what their interests are.

The evaluation in monitoring is so different. If you really want to deal with this topic, you should start directly with software. The subject of monitoring is so diverse and special that it cannot be explained in a few paragraphs. The best recommendation is therefore Learning by Doing and YouTube videos! Add a portion of cleverness and the monitoring can begin.

KPI – Key Performance Indicator

There is only one term for measuring success in business management: key performance indicators. The so-called KPIs document the degree of fulfillment. In online marketing, these are primarily the conversion rate, which provides information on sales or contracts, the click-through rate (CTR), with a statement on the proportionality of clicks achieved in comparison, up to the interaction rate, the engagement rate, which indicates how many reactions there were to certain media content, and up to the response rate, which provides information on how many responses there were to a certain action.

Let’s take another look at the different KPIs:

Interaction Rate – Engagement Rate

The interaction rate or the commitment of the users plays an important role in two areas in particular. On the one hand, in monitoring, i.e. the measurement and evaluation of success following campaigns.

The formula for calculating the interaction rate:
( Likes + comments x 5 ) / Views = commitment</block quota>(
You can adjust the value x 5 as desired, upwards or downwards. More about Intercation rate

Click Rate – Click Through Rate CTR

The click through rate (CTR) is an extremely important indicator in reporting and monitoring. As a key figure, the click rate provides information about the relation between the views, the so-called sightings, and the clicks. The higher this percentage, the more successful the campaign.

• A social media posting reaches 1,000 people,
• Of which 50 click on the offer,
• Gives a click rate of 5%

The click rate formula:
Impressions (views) / clicks = click rate</block rate>
More about Click rate

Conversion / Conversion Rate

For the interaction rate or the engagement, the conversation with the own target group is a decisive success factor for your social media marketing. Conversation is the basic model in media studies. By exchanging information, novelties, innovations, all conceivable forms of information are disseminated.

More about Conversion Rate

Response Rate – Response Rate

The response rate indicates the response rate to a particular campaign and, when comparing several campaigns, which success factors can be derived from it. The response rate can have very different reasons, a simple example would be a marketing survey sent to 1,000 companies. If 400 questionnaires came back, the rate would be 40%.

The formula for calculating the reaction rate:

( received / sent ) * 100 = Response Rate

More about the reaction rate

Influencer Monitoring

Influencer monitoring can be difficult in some cases. In other cases it is again relatively simple. Ultimately, the best way to monitor influencers is to have direct access to the statistics and analyses of each influencer. Of course, this is not always possible, so most influencers usually send screenshots of statistics. You can then use social media software to offset and check these in parts. In principle, however, the aim is not only to equip influencers with free articles and products, but also to report the actions and interactions in a sustainable manner. Just as with advertisements, the ultimate goal is to separate successful influencers from less successful ones so that long-term collaboration only begins with influencers who ultimately provide conversion.

The simplest and most effective way is to use so-called short links. Short links are then placed below the postings, e.g. in the YouTube description, the description below the Facebook posting and of course as a Swipe Up link in the Instagram Stories. In the back end of the short link provider, you can see in the statistics how often the user clicked. If you work with 20 influencers, you can compare all influencers after 30 days. Just write down the costs and the clicks next to them. From this you can calculate how much you paid for a click. The influencers with the most successful campaign will then continue to be booked. The tracking and reporting of influencer campaigns is as simple as that.

You have learned how to calculate the click rate before, with a small variation you can calculate the click price.

Calculation and formula for click price

• Costs / Clicks = Click price

Let’s look at the comparison in a simple example:

• Influencer A costs 2.000 € for 250 clicks = 8,00 € per click
• Influencer B costs 10.000 € with 500 clicks = 20,00 € per click
• Influencer C costs 7.000 € for 800 clicks = 7.20 € per click
• …

As a result, the campaign with Influencer C would persist.

Of course there are other factors, but these are the basics. Of course, there are other factors that are important for the valuation:

• Impressions, reach in the community
• For major influencer branding and positive image
• Conversion Raid, Closings after click

Reporting and monitoring software

If you are more interested in monitoring in social media marketing and want to work with analysis methods of a sSocial Media agency, then we recommend you take a look at Social Media Software. Especially on our large articles on the subject:

• Social Media Software Comparison

Short URL creates more space for text

As described before, one of the advantages of a short URL is the creation of space for more text. In social networks you only have a limited number of text that is displayed directly below the posting. Anything beyond this specific amount of text, which is individual to each social network, is hidden and must first be actively retrieved by the click of a user. Because usually only 2 lines of space are available, depending on YouTube or Instagram, that is, use on computer or smartphone, until this amount of text naturally varies.

In the end you need text to be able to set accents in call to action, for example. This requires space, e.g. to highlight the USP, the Unique Selling Proposition, the ultimate advantage of your product or service. And yes, they only have two lines for it. In order to place the most important information as well as the link within these two lines, URL must be shortened with free platforms. This leaves more space, e.g. for Emojis!

Short URL helps in influencer monitoring

URLs are often used for tracking, reporting and monitoring Influencer Marketing actions. The big problem with many Influencer campaigns, e.g. on Instagram but also on TikTok, is that you can’t place a link under every posting that is directly clickable. Of course, very few users will copy the link to their smartphone, close the app, open the browser and paste the URL there. Ideally, a URL must always be directly clickable. Although it doesn’t work in all networks, most of them offer links by placing them directly, e.g. Facebook but also YouTube. Instagram has also adapted a little and now at least allows the placement of links in Instagram Stories. Instagram Stories do not appear in the user’s typical timeline, but are content that can be streamed separately for 24 hours. These Instagram Stories are usually used much more frequently, up to 15 or 20 times a day.

Links can be placed on all these paths. Of course, the evaluation is important in the end, including the click rate, for example. In order to make statements about the clicks and also about the further course of the visitor sources, the short URL can be used. This link has two decisive advantages:

• Clicks are exactly countable
• Visitor history can be traced back to each individual source, thus sales can also be specifically allocated

Each individual blogger or influencer is assigned a URL. Because each individual influencer has a single, individual URL, successes can be accurately recorded and evaluated. These results of the Monitor Wing can now be used to make comparisons between influenza cases. Which influencer got the most clicks? Which influencer has generated the most sales? You can answer these questions thanks to the short URL.

Create short URL for free – Recommendations

Creating a short URL yourself is not difficult. All you need is a free online platform. Here we have some good recommendations for your social media marketing:

• Bitly
• TinyURL
• T1P
• Ow.ly

A little extra tip, if you read this article, you will understand the entire basic model of ad management. At the end there is then the click rate for the evaluation and success evaluation of the individual campaigns.

Objectives of the clicks: Conversion

Why are the clicks actually registered? The ultimate goal of organic reach but also paid reach is to attract prospects or potential customers to online offerings. For example, to the online shop, where you can buy a new trend product, or to the newsletter Funnel, where you can register.

If you now compare different postings with each other, you draw among others the click rate as a success factor add. In this way, several postings or their successes can be compared with each other. A small calculation example for the calculation of the click rate:

• A social media posting reaches 1,000 people,
• Of which 50 click on the offer
• Gives a click rate of 5%.

Behind the click rate is the so-called conversion. Of course, it’s not only how many people click on the offer that matters, but also the corresponding country page, in the technical term Landing Page, must be optimized in such a way that the desired goals are achieved.

The decisive factor in the evaluation of postings and campaigns, whether social media advertising or advertising in search engines, remains the click rate.

Campaigns Level 1: Separation according to media and content

For real campaigns, up to 20 different media contents are often played off against each other in a split testing. These can be e.g. different photos, graphics, small videos or also longer videos. Each of these postings gets different descriptions, one video gets a very short and concise description, the second video gets a description with many emoticons and the third video gets a very detailed description. The same is not only tested with the videos against each other, of course also with every single photo and with every single graphic. The result is a multitude of different campaigns that are tested against each other, with sufficient media budget.

So the first campaign level looks like media content, against each other different levels are tested:

• Photos and pictures
• Graphics and image montages
• Short videos, so called snack content, less than 10 seconds
• Longer videos, between 10 and 30 seconds

In addition, different types and forms of descriptions are tested against each other. In the simplest form these can be e.g. the following forms:

• Short description with few emoticons
• Short description without emoticons
• Short description with many emoticons
• Longer description with, without and with many emoticons
• Short description with capital letters, with, without and with many emoticons

Now not only different formats can be tested against each other, of course also the contents can deviate from each other and the formulations. Ultimately, hundreds of individual campaigns can be created theoretically and, of course, practically simply by changing the media content. How do you compare their success? The click rate is used here.

But we are not at the end yet, Facebook advertising, Instagram, YouTube and of course other social networks like Xing, LinkedIn, Twitter and many more, not only live from different media content when it comes to campaigns and advertisements, of course it is also about the target groups. Especially the precise targeting of target groups with selected media content makes social media advertising but also advertising on search engines so efficient and promising for brands, services and products. For this reason, campaigns are additionally split according to target groups.

Level 2 campaigns: separation of target groups and demographics

In the second level, blind testing directly goes even deeper, now the target groups are separated on the basis of demographic data, personal data but also information such as interests and affinities. The media content, which was already divided into individual clusters, is only expanded once more by the variable target groups. Thus a certain media content, e.g. photo or video, is matched with a certain type of description, longer or shorter, more or less emoticons, with a certain target group, male or female, 35 to 40 years, 15 to 20 years. This results in the individual campaign groups.

Not only personal data can be retrieved, but also age, gender and marital status. In addition, interests and hobbies can also be called up, so that automobile manufacturers address target groups that have a high affinity for certain vending machines. Depending on which pages or channels the users have marked with Like or which channels or users they follow, individual, targeted groups can be created.

It goes even further, not only personal data and interests, but also geographic data can be included in the campaign creation. Do you only want to reach people from the Berlin area? Do you only want to reach people from the United States? Should only people be reached who live within a 40 km radius of the New York metropolis? You can use any filter you want. You can even call up people in Los Angeles or in Hamburg who are currently there. For example, you can reach tourists in Hamburg and Los Angeles who do not actually live here. Wow. Wow.

Monitoring and performance evaluation by click rate

After a certain test period, which of course depends on the media budget, he can make statements about which campaigns were successful and which were not. If, for example, you equip each advertisement with a monthly budget of 5000 €, you can draw conclusions about the results relatively quickly. Media budget must be set directly high, especially for testing. Once the successful individual campaigns have been identified, the media budget can be reduced. And that’s why start-ups and smaller companies have to reckon with an entry of at least 2000 € per month in order to calculate meaningful results. Because in the end you pay with every euro of range, only by sufficient results conclusions can be drawn. If you want to compare e.g. 20 campaigns with each other, then the click rate helps.

Once again the basic formulas:

• Impressions (Views) / Clicks = Click rate

Accordingly, individual values will be calculated for each individual campaign. These can be compared with each other.

• Campaign AA ( photo motif 1, description 1, target group 1 ) reaches 5000 people, 100 of them click, click rate is 2 percent
• Campaign AB ( photo motif 1, description 1, target group 2 ) reaches 7500 people, 75 of whom click, click rate is 1 percent
• …
• Campaign BA ( photo motif 2, description 1, target group 1 ) reaches 8000 people, 280 of them click, click rate 3.5 percent
• Campaign BB ( photo motif 2, description 1, target group 2 ) reaches 3000 people, 450 of them click, click rate is 15 percent
• …

If this small preselection is now evaluated, it can be concluded that the following campaigns were the most successful:

1. Campaign BB with 15%
2. Campaign BA with 3.5%
3. Campaign AA with 2%
4. Campaign AB with 1%

And from this we conclude as a social media agency or you for your social media advertising, the photo motif 2 was definitely better received than photo motif 1. The overall average of target group 2 had a higher conversion than target group 1.

The media budget for campaign AA, campaign AB and campaign BA will be cut accordingly. The surplus is then put into campaign BB.

1. Development of on-line use in Germany 1997 to 2016
2. Media usage times
3. Interaction and activities
4. Platforms in Germany
5. Mobile activities
6. E-Commerce & Social Commerce
7. Heavy User / Light User
8. Digital sales volume
9. Purchases by department
10. Interaction after days
11. Use Mobile
12. Change of Media Usage in Social Networks

Development of on-line use in Germany 1997 to 2016

The study is only for people aged 14 and over. This means that many young users, whose rate is probably even higher.

Source © ARD-Onlinestudie 1997, ARD/ZDF-Onlinestudien 2000-2015

Based on the figures for 2009, the number of persons employed in Germany is as follows: 14 years in Germany (2009: n = 1 806, 2006: n = 1 820, 2003: n = 1 955, 2000: n = 3 514, 1997: n = 15 431). From 2010: German-speaking population aged 14 or over (2016: n = 1 508, 2015: n = 1 800, 2014: n = 1 814, 2013: n = 1 800, 2012: n = 1 800, 2011: n = 1 800, 2010: n = 1 804).

* Change of the basic population (increase in “Germans 14 years and older”: 1%).

Does growth continue? Yes!

• Today, 83.8% of those aged 14 years and older, 56.1 million
• 10 years ago, 59.5%, 38.6 million
• 20 years ago 6.5%, 4.1 million
• Jump 2015, 2016 with 3.4%

Social Media Grundlagen für Facebook, Youtube, Instagram & Co.

Here you can find all Social Media Marketing Tutorials.

Media usage worldwide: The Internet conquers the entire world

Here you can see that half of the world’s population is now online. This creates great new opportunities for companies in online marketing.

In doing so, the use worldwide is distributed differently. America and Europe are far ahead in digital networking.

Media usage times

January 2017

Source © We Are Social / Hoot Suite / global web index

You used to say, “You look too much TV!” Today we see 4x as often on screens. Overall, we spend 9.5 hours before terminals. In the morning at breakfast, in the subway, then at work, later with friends and also asleep. Now also smartwatches, permanent presence of small monitors on their own body.

• Almost 5 hours we spend on average on the PC
• More than an hour on the smartphone
• We chat about an hour a day
• In addition there are 2.5 hours before the TV
• Use by age group: Social Media Report 2016 / Nielsen

In addition, a study by Nielsen, which in 2016 considers the weekly total use time of the media. Users were divided into 3 groups.

1. 18-34 years (Millennials)
2. 35-49 years (Generation X)
3. Over 50 years (Baby Boomers)

The result was already amazing, also for us as an agency. Compared to the New York Times, Sean Casey, President of Nielsen Social, said he was surprised by the results: “Social media and Millennials have been synonymous as synonymous. But he also notes that the smartphone has become self-evident for his age group, Generation X. ”

• 35-49 years: 31 hours 40 minutes, of which 7 hours in Social Networks
• 18-34 years: 26 hours 49 minutes, of which 6.5 hours in social media
• 50 years: 20 hours 22 minutes, of which 4 hours in social media
• An average of 25 hours (7 minutes) every week and 5.5 hours on social networks

Interaction and activities of users

January 2017

Source © We Are Social / Hoot Suite / global web index

Mobile is almost as often interacted as on the classic PC / notebook.

Platforms / DE

January 2017

Source © We Are Social / Hoot Suite / global web index

Social Networks and Messenger in Germany
* Messenger, Chat app, Voip

• Youtube: 69%
• Facebook: 61%
• Whatsapp *: 55%
• Facebook Messenger *: 39%
• Instagram: 21%
• Google+: 20%
• Twitter: 19%
• Skype *: 19%
• Pinterest: 16%
• LinkedIn: 10%
• Snapchat *: 10%
• Tumblr: 8%
• Mobile activities

January 2017

Source © We Are Social / Hoot Suite / global web index

Activities Mobile in Germany

• Videos: 73%
• Messenger, Communication: 56%
• Card Services: 44%
• Gaming: 34%
• Bank transactions: 27%
• E-Commerce

January 2017

Source © We Are Social / Hoot Suite / global web index

Relevant figures in e-commerce

• 81% visited shops online
• 77% look for products to buy them
• 72% bought digital
• 64% of them on the desktop, 26% also mobile
• Heavy User / Light User

USA 2016

Source © Nielsen Scarborough USA+ 2016, Release 1

Digital sales volume

USA 2016

Source © Nielsen Scarborough USA+ 2016, Release 1

How are the expenditures distributed between the different beneficiary groups?

• Over 50% of online users have spent more than $ 500 on digital purchases.
• 20% even more than $ 1,000
• Light users are buyers as heavy users (retargeting)

Purchases by department

USA 2016

Source © Nielsen Scarborough USA+ 2016, Release 1

The most frequent purchases are made by users for the following products.

Heavy User: 3 hours daily on social networks

• Clothing, Accessories: 58%
• Books: 38%
• Movies, Cinema: 31%
• Furnishings, Accessories: 28%
• Flight tickets: 28%
• Health, beauty: 28%
• Apps: 28%
• Games, Toys: 27%
• Travel (without flights): 25%
• Music: 23%
• Light User: Circa an hour daily in Social Networks
• Clothing, Accessories: 48%
• Books: 39%
• Flight tickets: 33%
• Travel (without flights): 30%
• Furnishings, Accessories: 23%
• Movies, Cinema: 21%
• Health, beauty: 20%
• Toys, games: 20%
• Apps: 18%
• Music: 17%
• Interaction after days

USA 2016

Quelle © Nielsen Scarborough USA+ 2016, Release 1

Nutzung Mobile

USA 2016

User (mobile):

Source © Nielsen Scarborough USA+ 2016, Release 1

Change of usage

USA 2016

Source: global web index

Social Media Agency Recommendations: Help for your channel

We see these points as relevant to your social media marketing:

• Network expansion> reach target groups<
  Target groups are on different social networks. The more we spread our content, the more holistic we reach all target groups. Postings Frequency> Binding
• Snack Content> Photo / Videoproduction<
  For this we produce small videos at the Onlineshop! We then use it for the advertisements + Insta / Youtube.
• Communication Management> Questions & Answers<
  For the communication (eg news on FB) should ideally have a competent specialist in the office. Quickly and effectively connect employees and customers. Customer Satisfaction, Quality, Stores, Recommendation.
• Retargeting> Advertising<
  The retargeting code we install asap in the shop, then we collect user information directly. Then start the first ads. Through Adspend, we reach significantly more people than by simple, organic construction. Therefore, we recommend the monthly investment in ads for the extra-produced content. Retargeting> Advertising> Sales promotion> Reinvestment
• Link Building> Trend Blog<
  The user connection is larger. The content can also be post on Facebook and bring new users to the shop. Range and upsells. For this purpose, the content can be further exploited, for example a well-made video tutorial in text form.