Phenomenal digital results for Fenomenal Woman

 

Fenomenal Woman, underwritten by Hollard, renowned for innovative thinking, products and media campaigns ventured into the social media space through Popimedia and Wunderman with their “Insurance that Fits” campaign.

Objectives included brand awareness, building a database and a channel of communication for future offerings and driving sales.

The campaign ran for one month with a limited budget during the month of October utilizing Popimedia’s PIActions^TM system.  Facebook Banner ads and www.FrogsLuck.com were used to seed the campaign and introduce the exact target audience to Fenomenal Woman’s offering.  A prize of a two-day style makeover including a one-on-one styling workshop, professional hair styling, a R4 000 shopping spree and a professional photo shoot worth R30,000 was available for one lucky entrant.

The campaign once again proved that a sound digital strategy executed with a limited budget and the right expertise can achieve measurable results beyond expectations. Popimedia congratulates both the Wunderman and Fenomenal Woman teams for realizing that Digital and Social Media campaigns should form part of an integrated and upfront  approach to marketing and sales.

The campaign achieved over 9000 clicks in the month with 35% conversion to competition entry and a further 24% conversion to quotation.

26% of quotes were generated through PIActions^TM (trusted referrals) once again demonstrating that Social Media is carving out its place in lead generation.

For the latest Social Media trends, statistics and thinking on how to make digital work for you.

 

nomenal Woman, underwritten by Hollard, renowned for innovative thinking, products and media campaigns ventured into the social media space through Popimedia and Wunderman with their “Insurance that Fits” campaign.

Objectives included brand awareness, building a database and a channel of communication for future offerings and driving sales.

The campaign ran for one month with a limited budget during the month of October utilizing Popimedia’s PIActions^TM system.  Facebook Banner ads and www.FrogsLuck.com were used to seed the campaign and introduce the exact target audience to Fenomenal Woman’s offering.  A prize of a two-day style makeover including a one-on-one styling workshop, professional hair styling, a R4 000 shopping spree and a professional photo shoot worth R30,000 was available for one lucky entrant.

The campaign once again proved that a sound digital strategy executed with a limited budget and the right expertise can achieve measurable results beyond expectations. Popimedia congratulates both the Wunderman and Fenomenal Woman teams for realizing that Digital and Social Media campaigns should form part of an integrated and upfront  approach to marketing and sales.

The campaign achieved over 9000 clicks in the month with 35% conversion to competition entry and a further 24% conversion to quotation.

26% of quotes were generated through PIActions^TM (trusted referrals) once again demonstrating that Social Media is carving out its place in lead generation.

For the latest Social Media trends, statistics and thinking on how to make digital work for you.

Visit www.popimedia.com or contact us on 011 268 2640 info@popimedia.com.

Facebook – cost per click (CPC) vs cost per thousand impressions (CPM) – who wins?

There are a lot of people newly entering the fray to sell advertising space on Facebook and as social media specialists assisting many South African and global companies to enter the social media space, we’d like to tell you what works best in this space.

Facebook ads can be targeted to users based on various criteria; amongst others; age demographic; gender; key words and networks. Facebook operates using the “Search” model of selling advertising space, which relies on the bidding system. Therefore the greater the value you attribute to your ad the better your chances of out bidding another ad vying for the same placement.

The Search model is part and parcel of Cost-Per-Thousand Impressions (CPM) and/or Cost-Per-Click (CPC).

Cost-Per-Thousand Impressions (CPM)

CPM pricing is defined as a cost attributed to every 1000 impressions your ad will have on a website. The CPM model is used by most content web portals, whereby you buy X number of impressions for X Rand over X period of time and you do not have to bid for preferential placement thereby guaranteeing the exact number of impressions over the period (That is of course assuming that the web portal has enough impressions and unique visitors to serve those impressions too.)

The Search CPM model is similar but different! This model was actively promoted by the big portals such as Yahoo and AOL. It was a great guaranteed revenue generator for them that had the added bonus of being largely risk free (for them). That is, the client did all the creative work and made the payments while the only thing the web portals had to do was display the ad as often as they could until the advertiser’s budget was exhausted. No guarantees are made in respect of the number of impressions served as it is the value you attribute to your ad as well as the popularity thereof that will determine this and this is at the discretion of the web portal.

It’s this one-sided nature of both the Search CPM and content web portals CPM models that has pushed clients (marketing and advertising departments) to seek an alternative that can offer them some sort of guarantee of performance and a better return on investment (ROI).

Cost-Per-Click (CPC)

CPC sometimes called Pay-Per-Click (PPC) involves risk from the media owner’s side in that they are only paid for every click on the ad. This forces them to ensure that the ad is relevant to what is being offered so that it has a good chance of turning into an action (click). At the same time, the client takes on the responsibility of displaying the ad in appropriate places and multiple times so that it will receive clicks. No clicks, no revenue. It’s a very simple formula for both sides.

Search CPC is the same thing, however, you will have to bid to attribute a value to your click which would otherwise be an agreed fee with a content web portal. In this case the media owner needs to also take into account the quality of such placements ensuring that ads are actually relevant and have a high chance of a click.

This sharing of risk and the simplicity in measuring performance is why Search CPC and CPC have become so popular. It has been so wildly successful that Google (using Search CPC) generates most of its billions in revenue by playing the middleman between advertisers and media owners. In the case of the ads on the search engine results, Google actually is the publisher. An entire industry has sprung up around this model where big name companies’ pay search engine marketers to handle their advertising campaigns. These CPC campaigns are so successful that there has been a measurable shift in advertising spend with more and more going toward the online world.

It is a well known fact that online ads do not get immediate responses the first time a user sees it much like one does not react to a TV advert immediately. Users have to see an advert multiple times in order to get them to action (click) the ad. A Search CPM model used to create multiple impressions would require very deep pockets to pay for a significant number of impressions to justify a reasonable ROI. 100% of the risk would be with you the advertiser. However, on a CPC basis, you only pay for the click, so you are guaranteed the multiple impressions and on Facebook this amounts to millions of impressions!

By way of example –

Search CPM and CPM is tantamount to saying to the web portal – “here is R5000, spend it wisely!” Search CPC and CPC, on the other hand, is tantamount to saying to the web portal – “here is R5000, if you want it, go work for it!”

How revenues effect business models and offerings?

The CPM (not Search CPM) model is the only model most content web portals offer as it would not be financially viable for them to offer CPC. The simple reason for this is due to the fact that these small web portals don’t have the critical mass traffic required for them to rely on CPC alone from a revenue perspective. At a few cents; Rands or Dollars per click, no small web portal would make money.

Facebook on the other hand, offers a Search CPM model as this is a good business offering from their revenue perspective, however with over 200 million users around the world growing at a rate of five million people per week – they do not need to rely on the Search CPM model for revenues, and therefore offer the Search CPC model too as this is more attractive to the client.

As Facebook has critical mass traffic they are able to serve as many ads as possible, to your desired target audience, in order to convert the clicks into revenue. Utilising the Search CPC model on Facebook ensures millions of impressions in a short space of time which guarantees ROI and ensures that they work for their money!

What next?

As clients get more familiar with what works online and what does not and with ever increasing options for placement, a few more models have come to the fore with exciting prospects for marketers:

1. Cost-Per-Acquisition (CPA): Affiliate marketing has expanded and today’s technology is pushing the length that media owners are willing to go to prove that their offering actually works. In this case the advertiser calculates what the cost of acquisition is (the cost of obtaining a new lead or converting that lead into a sale). They can then understand what they should be willing to pay for a lead. It should be stressed though that CPA although fairly new to some, should currently form part of any online campaign’s metric in order to quantify ROI.
2. Cost-Per-Call (CPT): With technologies such as Skype, a click can effectively mean a call from the prospects computer directly to the clients sales call centre. Click fraud now becomes a thing of the past, and clients are only paying for genuine sales leads.
3. Stay tuned to Popimedia who has launched South Africa’s first homegrown CPC model in the form of FrogsLuck.com.

The world is a social place

Let’s face it, ever since Adam was introduced to Eve the world has been social and today nothing has really changed. So what is this Social Media Buzzzz that everyone is huffing about?

Social media are primarily Internet and mobile based tools for sharing and discussing information among human beings. ….. activities that integrate technology, telecommunications and social interaction, …… “building” of shared meaning among communities, as people share their stories and experiences.

Consider the latest trends in internet traffic and the picture is clear – today’s technology is enabling communication and social interaction in a way that is becoming simpler and more effective:

Alexa Top 60

Alexa – The web information company reports on the top websites from around the world.  Interpreting and categorising the South African results paints an interesting picture and shows us the speed that South African consumers are integrating their everyday lives with Social Media:

Alexa Top 60 - Site Category share

35% of the top 60 South African ranked sites are Social, followed by news at 28%.

Categorised top 60 SA sites

Viewed in another way – we can see that uptake of Social Media in South Africa is certainly gaining traction.

What does this all mean?

This does not mean that the way we communicate has changed much since the dawn of time. Instead what has changed is the visibility and impact of our conversations. This in turn means the consumer voice is becoming ever more powerful. One only has to look at sites like Hello Peter; Trip Advisor or Yelp and this becomes evident.

Not only has Social Media become important for marketers and advertisers to leverage, but it also enables productivity in large organizations and allows for collaboration in new and simple ways that can be more effective than a standard boardroom meeting….Stay tuned

(Stay tuned to Popimedia on Social and we will bring you the latest trends on Social Media from around the world)