CPSA, ein neues Pricing Modelle für social Media?
brauchen wir noch ein neues Pricing Modell? Im deutschsprachigen Raum ist ja noch nicht mal CPE (Cost per Engagement) angekommen...auf MediaPost gibts aber eine schöne Aufstellung samt Erklärung + Abgrenzung der Modelle voneinander
- Cost Per Impression (CPM): It’s great for branding, which is the overarching strength of social media. But the value marketers get from social marketing isn’t just exposure — it’s something deeper.
- Cost Per Click (CPC): The model that made Google what it is won’t do the same for Facebook, at least not on the same kind of scale. CPC is tailor-made for direct-response marketers, while social media is centered on building relationships. This is the classic “square peg/round hole” issue.
- Cost Per Action (CPA): We should be able to put this to rest easily, as marketers shouldn’t be driving a relationship-building vehicle on a conversion track.
- Cost Per Engagement (CPE): This gets closer, as some engagement metrics translate well to various social marketing programs, such as time spent with a widget or percentage of a shareable video viewed.When you want exposure, traffic, conversions, or interactions, each of these four pricing models comes in handy. But social marketing, when done right, achieves something much different: relationships. How does that fit in neatly with these pricing models?
To that end, I’ll throw out a fifth model: Cost Per Social Action (CPSA). It’s for any action with a distinctly social quality that leads to either new relationships (such as through “viral” referrals or acquiring new followers and fans) or deepening existing relationships (such as through “likes,” comments, responses, and ratings).
