Dorianne Richelle
Client Partner
The big picture
The Internet is shifting to mobile

45%	
  

Worldwide smart connected device shipments (M)*

2,000

Smartphones

PCs

of ...
Facebook is accessed every day by 2500 different
mobile devices
1 in 5 mobile minutes
Every day, more time is spent on Facebook than
anywhere else on mobile
Mobile Time Spent
30
Average Daily Minutes

25
20
1...
Progressing Facebook’s marketing role and business impact
Functional
Leadership
Stage 4

Business Impact

Facebook as an e...
How can Facebook help Telecom and Tech?
The “secret” to doing Facebook really really well…

1.  Define real business objectives
2.  Create amazing content for News...
1. Social is not an objective

Start with your marketing objective and then build your Facebook
strategy
•  Brand health
•...
2. Focus on getting your brand message in the
News Feed!
Every day you can reach 2,5x the amount of people that you
can reach with all Dutch newspapers together, incl the Metro
an...
Every day you can reach 2,5x the amount of people that you
can reach with all Dutch newspapers together, incl the Metro
an...
Every day you can reach 2,5x the amount ofHolland you
Every day 2x The Voice of people that
can reach with all Dutch newsp...
Big & targeted reach:
Find target the right audience
Find the right customers more efficiently – with
custom targeting clusters
Demographic
Standard
e.g., AdMob

• Age
• Gender...
2.600.000	
  
People with feature
phones

900.000	
  
People with old
computers

380.000	
  
People with a
new smartphone
...
Real identity means little waste
Broad Audience like Women25-54

FACEBOOK

ONLINE AVERAGE

BROADCAST TV

6% WASTE

23% WAS...
Even more with narrow targeting
Narrow Audience like Women18-34

FACEBOOK

ONLINE AVERAGE

BROADCAST TV

9% WASTE

73% WAS...
Use your email database data to find customers
with Custom Audiences
People on
Facebook
Your email
database
gram
Retention ...
Everywhere
What you should measure
Measure against your business objectives
Reach

Brand Resonance

Reaction

Did I reach the right
number of people and
the ...
Samsung Mobile USA

Leveraging scale and engagement to drive sales of
Galaxy S III

$ 129M
	


in sales attributable to
Fa...
Outcome Measurement

Devices

FB servers

Mobile usage data is logged whenever a user
accesses Facebook via mobile device
Performance marketing on Facebook
Optimization

Placement

•  Bidding optimization

• 
• 
• 
• 

o  Bidded CPC
o  Bidded CPM
o  Optimized CPM
•  Creative op...
Meet your target CPA and scale incrementally

CPA

Start CPA

Target CPA

Scale to an “Always on”
strategy

4-6 weeks

CPA...
Client success stories
TBG & Vodafone

Carphone Warehouse

Fab

Customer acquisition

Targeting

Customer acquisition

Dro...
What happened with the fans?

Fans are still valuable as a foundation of activities:
- 
To listen to, talk with and learn ...
Take aways
1.  Build plans for business objectives, not social ones
2.  Use FB to reach everyone you care about
3.  True i...
The Facebook Conference - Dorianne Richelle - Facebook
The Facebook Conference - Dorianne Richelle - Facebook
The Facebook Conference - Dorianne Richelle - Facebook
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The Facebook Conference - Dorianne Richelle - Facebook

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The Facebook Conference - Dorianne Richelle - Facebook

  1. 1. Dorianne Richelle Client Partner
  2. 2. The big picture
  3. 3. The Internet is shifting to mobile 45%   Worldwide smart connected device shipments (M)* 2,000 Smartphones PCs of the world population will have a smartphone in 2016** Tablets 1,500 75% of the world’s population now has a mobile phone 1,000 More mobile subscriptions than people in next 2 years 500 More than 60%of NL phone subscribers are smartphone - users 2010 2011 2012 2013 Source: *IDC, **IC4D 2012 Maximizing Mobile, World Bank, July 2012 & Comscore Mobilens Dec 2012 2014 2015 2016
  4. 4. Facebook is accessed every day by 2500 different mobile devices
  5. 5. 1 in 5 mobile minutes
  6. 6. Every day, more time is spent on Facebook than anywhere else on mobile Mobile Time Spent 30 Average Daily Minutes 25 20 15 10 5 0 Source: comScore Mobile Metrix, US March 2013 Facebook & Instagram are 27%   of all mobile time spent daily
  7. 7. Progressing Facebook’s marketing role and business impact Functional Leadership Stage 4 Business Impact Facebook as an eCommerce & CRM Platform Stage 3 Facebook as a Brand Building Platform Stage 2 Social Advocacy / Influence • eCommerce /Sales • CRM/Base • Brand managers • Social champions Stage 1 Social Listening / Reputation Management • PR/Comms KPIs • Incremental sales •  CPO •  ROI • Brand health •  Active consideration •  Incremental sales •  Fans •  Engagement •  Response rates •  Sentiment/NPS
  8. 8. How can Facebook help Telecom and Tech?
  9. 9. The “secret” to doing Facebook really really well… 1.  Define real business objectives 2.  Create amazing content for News Feed 3.  Then make sure a ton of people see it
  10. 10. 1. Social is not an objective Start with your marketing objective and then build your Facebook strategy •  Brand health •  Purchase intent •  Media efficieny (Branded search vs SEA cost, or TV cost) Advertising Targeting Measurement •  Acquisition •  ARPU increase •  X-sell •  Churn reduction •  NPS
  11. 11. 2. Focus on getting your brand message in the News Feed!
  12. 12. Every day you can reach 2,5x the amount of people that you can reach with all Dutch newspapers together, incl the Metro and Spits
  13. 13. Every day you can reach 2,5x the amount of people that you can reach with all Dutch newspapers together, incl the Metro and Spits
  14. 14. Every day you can reach 2,5x the amount ofHolland you Every day 2x The Voice of people that can reach with all Dutch newspapers together, incl the Metro and Spits
  15. 15. Big & targeted reach: Find target the right audience
  16. 16. Find the right customers more efficiently – with custom targeting clusters Demographic Standard e.g., AdMob • Age • Gender • City • Device • Operating System Personal • City/State/Zip • Birthday • Education • Workplace • Relationship status Social • Likes & interests • Friend connections • Activity (e.g., check-ins) • Intent Custom targeting • Customers of specific OEMs and/ or operators • Mobile user with device >3 years old • Active web users w/o smartphone
  17. 17. 2.600.000   People with feature phones 900.000   People with old computers 380.000   People with a new smartphone 2.800.000   People with a Samsung Mobile device 320.000   Small Business owners FB Advertising tool, 2013 640.000   People with an iPad 1 or 2 1.640.000   People with are interested in (European) soccer
  18. 18. Real identity means little waste Broad Audience like Women25-54 FACEBOOK ONLINE AVERAGE BROADCAST TV 6% WASTE 23% WASTE 78% WASTE Source: Nielsen OCR Oct 12 and Nielsen Television Ratings Dec 12
  19. 19. Even more with narrow targeting Narrow Audience like Women18-34 FACEBOOK ONLINE AVERAGE BROADCAST TV 9% WASTE 73% WASTE 93% WASTE Source: Nielsen OCR Oct 12 and Nielsen Television Ratings Dec 12
  20. 20. Use your email database data to find customers with Custom Audiences People on Facebook Your email database gram Retention Pro X-sell for Digital TV TV-package upsell Family o ffer
  21. 21. Everywhere
  22. 22. What you should measure
  23. 23. Measure against your business objectives Reach Brand Resonance Reaction Did I reach the right number of people and the right type of people? Did I improve my brand’s image and change the attitudes of customers? Did I cause a customer to act – to buy a product, sign up for a service or make a referral?
  24. 24. Samsung Mobile USA Leveraging scale and engagement to drive sales of Galaxy S III $ 129M in sales attributable to Facebook for a return on adverting spend of nearly 13X Method used = Outcome Matching. 10% control group. The difference of mobile device used in the 3 months following the campaign between the exposed and control group was measured.
  25. 25. Outcome Measurement Devices FB servers Mobile usage data is logged whenever a user accesses Facebook via mobile device
  26. 26. Performance marketing on Facebook
  27. 27. Optimization Placement •  Bidding optimization •  •  •  •  o  Bidded CPC o  Bidded CPM o  Optimized CPM •  Creative optimization News feed desktop News feed mobile Log-out experience Right-hand side Targeting Ad Format •  Native targeting •  Custom Audiences •  Facebook Exchange •  •  •  •  •  Measurement •  •  •  •  Click tags View tags Conversion tags Multi-touch attribution Photo Page post ad Link Page post ad Offers Mobile app install ad Domain ad
  28. 28. Meet your target CPA and scale incrementally CPA Start CPA Target CPA Scale to an “Always on” strategy 4-6 weeks CPA Optimization Increase investment level Time
  29. 29. Client success stories TBG & Vodafone Carphone Warehouse Fab Customer acquisition Targeting Customer acquisition Drove high volumes of new contracts using Facebook Adverts API Drove online orders of its “pay monthly” smartphone with targeted adverts in high-impact placements Drove new growth by building a social business and getting friends to invite friends 56% 70% of “pay monthly” contract applications come from Facebook lower CPA than any other media 33% of new site visits come from Facebook
  30. 30. What happened with the fans? Fans are still valuable as a foundation of activities: -  To listen to, talk with and learn from -  To reach them and their friends in the target audience with relevant messages, partly organically, mostly in ads: ads with a social context have a 4x uplift in impact
  31. 31. Take aways 1.  Build plans for business objectives, not social ones 2.  Use FB to reach everyone you care about 3.  True identity creates the best targeting options and little waste 4.  Engagement and fans are a key foundation, reach & impressions drive the brand equity and sales 5.  Set up an always-on performance marketing stream. Impressions matter Reach matters Fans matter Placement matters 99%   +70%   4X   8x   The average contribution of impression to offline sales vs clickers ROI improvement when maximizing reach ROI improvement when ads have a social context Improvement in driving revenue of Newsfeed compared to righthand side
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