Exclusive : Reactivpub launches the “Cost Per Fan” advertising model and paves the way for Facebook ROI
Published by Reactivpub, 18/02/2011
Reactivpub launches the “Cost Per Fan” advertising model and paves the way for Facebook ROI monitoring by launching the market’s first ever solution for measuring the impact of the recruitment of Facebook fans !
Reactivpub makes this all possible and allows the recruitment of Facebook fans to become an easily measurable customer acquisition and retention mechanism directly comparable with other online recruitment tools (emailing, coregistration, media campaigns, quizzes, etc.).
How much does recruiting a fan on Facebook really cost? What real benefits can a business gain from it? What is the true value of a fan over time? These are just a few of the many legitimate questions that until now were difficult or impossible to answer. Reactivpub has transformed the measurement of Facebook ROI by launching the first solution for monitoring the performance of Facebook fans.
For any business or advertiser, the interest of being present on a social network such as Facebook lies primarily in the recruitment of fans who are, in essence, hot prospects or loyal customers with a real influence on the brand. But what company could have ever dreamed it would be possible to analyze the effectiveness of its Facebook fan recruitment alongside its existing acquisition tools with a single solution? How many advertisers have ever wished to measure the actual profit attributed to its presence on Facebook? For the first time ever, Reactivpub has made it all possible and allowed for fan recruitment to become an easily measurable customer acquisition and retention mechanism directly comparable with other online recruitment tools (emailing, coregistration, media campaigns, quizzes, etc.). This innovation is based on the R-Tracking tracking technology built into Reactivpub, which assigns a unique identifier (or RUID) to any user exposed to an advertising message, whatever the delivery medium - website, emailing, or social media. Just like a genetic marker, the RUID not only enables the identification of new fans for a given brand or advertiser in the same way classic recruitment does, but it also tracks their value over time.
For brands, the prospects are enormous. For example, Reactivpub uses membership as leverage for fan recruitment by offering a pay per performance compensation, the CPF (Cost Per Fan) advertising model in addition to the more conventional CPL (Cost Per Lead), CPS (Cost Per Sale), CPC (Cost Per Click) and CPM (cost per thousand views) models. With over 500 million Facebook users worldwide and a penetration rate in France that surpasses 30%*, the CPF offers tremendous potential for recruiting loyal prospects for a brand, which is characterized by a strong recommendation power (more than one person out of two is more inclined to buy a branded product or to visit a specific store if one of his friends is a fan of that brand or store). Moreover, as opposed to a qualified email address, the fan does not incur any additional operating costs, like routing fees for example. The CPF could very well in fact herald the dawn of a revolution in online recruitment methods.
Last but not least, among other benefits, Reactivpub also enables brands to measure the actual conversion (generated sales, registrations, traffic) from fans recruited on the Reactivpub network and monitoring installation of Facebook applications and impact on conversions. So many possibilities for developing a real Social Shopping strategy.
Reactivpub, the leading affiliate network in France and throughout Europe, is a global solution for performance marketing and a technology allowing advertisers and agencies to maximise the ROI of their online marketing efforts and enabling publishers to increase the yield of their advertising inventory. An expert of ROI and multichannel online acquisition, Reactivpub reaches more than 35 million* unique visitors in Europe and provides on-going innovations for its clients through new acquisition and tracking technology.
Reactivpub is a division of R SAS, performance marketing specialist.