Align Facebook With YourBusiness ObjectivesFrancesca SavoldiAccount Manager, Facebook
Connecting people to things they care about    Globally, borders are being replaced by connections        1Bmillion monthl...
Facebook is mobile1000 800                                     1B                                         people 600 400  ...
Facebook throughout the marketing funnel Targeting       Adverising                              . Offers
Brand              AwarenessAcquisition   andConversion                 Build                Loyalty
The FacebookReach                                      population                                            1 Billion    ...
Reach the right people more efficiently with       more accurate ad targeting                       Broad campaign accurac...
Generate higher brand resonance than other online ad campaignsBetter ad recallonline averageFacebook                      ...
Unique Reach: Nutella                        3.8m                        people saw the campaign                        on...
Logout Experience: O2                        13.6 million                        people reached and                       ...
Logout Experience: Volkswagen Italia                                   7.1m                                       daily   ...
Brand                  AwarenessAcquisition and  Conversion                    Build                   Loyalty
Facebook’s sophisticated ad targeting ensures theright people see your stories   Demographic   • Age                      ...
Custom Audiences
How does it work?
This is the difference between…                                And Bank reaching  One bank reaching                       ...
This is the difference between…      One Telco advertising deals to                and Telco people who like one          ...
This is the difference between…   One car company               And car company    acquiring fans                acquiring...
Custom Audiences: MGM Resorts International                                       ROI                                     ...
Ads Targeting: VodafoneDriving high volumes of new contracts using Facebook media                                         ...
Brand                    AwarenessAcquisition   andConversion              Brand Loyalty
Fans and friends of fans purchase morewhen exposed to earned brand messages   Fans and friends of   fans bought 38%   more...
Remember: your brand is at the centre of this              engagement
Samsung Galaxy S IIISamsung Mobile USA drove $129 million in sales attributable to Facebook, resulting in a return onadver...
Costa CrociereDrives increases in sales after running a Facebook Offer                                                    ...
McDonald’s SwedenDrives increases in sales after running a Facebook Offer                                                 ...
Ben & Jerry’s:Facebook ads effectively drive offline sales                                       1$ on FB                 ...
The Facebook measurement toolkit
Resources:https://www.facebook.com/FacebookMarketingItaliahttps://www.facebook.com/FacebookStudio/app_397409610271055https...
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Align Facebook With Your Business Objectives

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Transcript of "Align Facebook With Your Business Objectives "

  1. 1. Align Facebook With YourBusiness ObjectivesFrancesca SavoldiAccount Manager, Facebook
  2. 2. Connecting people to things they care about Globally, borders are being replaced by connections 1Bmillion monthly active users 552M return daily 600M million via mobile 81% of FB users reside outside of US
  3. 3. Facebook is mobile1000 800 1B people 600 400 600M people 200 0 1 year 4 years 8 years
  4. 4. Facebook throughout the marketing funnel Targeting Adverising . Offers
  5. 5. Brand AwarenessAcquisition andConversion Build Loyalty
  6. 6. The FacebookReach population 1 Billion Friends of fans (+40 million) Fans (500,000) 16% of fans Paid Media Paid Media Free
  7. 7. Reach the right people more efficiently with more accurate ad targeting Broad campaign accuracy Narrow campaign accuracy 95% 90% 72% 25% 60% cost cost savings savings 35% Online average Facebook Online average FacebookSource: Nielsen OCR, October 2011.
  8. 8. Generate higher brand resonance than other online ad campaignsBetter ad recallonline averageFacebook +98%Greater brand awarenessonline averageFacebook +31% Source: Nielsen Brand Effect norms, May 2012.
  9. 9. Unique Reach: Nutella 3.8m people saw the campaign on Facebook who did not see it on TV 15% of sales resulting from the media campaign are attributable to Facebook Source: GFK, December 2011. S o
  10. 10. Logout Experience: O2 13.6 million people reached and 6.1 million people were exposed to the log out experience. 217,679 video plays in a single day. Source: Facebook Internal Data
  11. 11. Logout Experience: Volkswagen Italia 7.1m daily Source: Facebook Internal Data
  12. 12. Brand AwarenessAcquisition and Conversion Build Loyalty
  13. 13. Facebook’s sophisticated ad targeting ensures theright people see your stories Demographic • Age Custom Audiences • Gender • Email addresses • DMA • Phone numbers • Facebook user IDs Personal • • City/State/Zip Birthday Social • Education • Workplace • Likes & interests • Relationship status • Friend connections • Activity (e.g., check-ins) • Intent
  14. 14. Custom Audiences
  15. 15. How does it work?
  16. 16. This is the difference between… And Bank reaching One bank reaching account holders everyone who is not who havent yet using one of their used the new new products… product (without Custom Audiences) (with Custom Audiences)
  17. 17. This is the difference between… One Telco advertising deals to and Telco people who like one advertising deals to or two specific past buyers of those brands of phones… specific brands (without Custom Audiences) (with Custom Audiences)
  18. 18. This is the difference between… One car company And car company acquiring fans acquiring fans among people with among people who car interests… own one of their car (without Custom Audiences) (with Custom Audiences)
  19. 19. Custom Audiences: MGM Resorts International ROI Between 3X – 15X
  20. 20. Ads Targeting: VodafoneDriving high volumes of new contracts using Facebook media 56% of pay monthly post-click contract applications came from Facebook. Facebook was one of Vodafone’s top 3 acquisition partners.
  21. 21. Brand AwarenessAcquisition andConversion Brand Loyalty
  22. 22. Fans and friends of fans purchase morewhen exposed to earned brand messages Fans and friends of fans bought 38% more frequently Fans and friends of fans bought 21% more frequently Source: The Power of the Like II, comScore and Facebook, June 2012 * Numbers compared to unexposed fans and friends of fans
  23. 23. Remember: your brand is at the centre of this engagement
  24. 24. Samsung Galaxy S IIISamsung Mobile USA drove $129 million in sales attributable to Facebook, resulting in a return onadvertising spend of 13X. $129M in sales attributable to Facebook 13X return on advertising spend 23% increase in fans to 8.5 million, giving Samsung the ability to reach more than 515 million friends of fans
  25. 25. Costa CrociereDrives increases in sales after running a Facebook Offer Filled an entire ship in less than 48 hours
  26. 26. McDonald’s SwedenDrives increases in sales after running a Facebook Offer 94,000 Offers claimed 32,000 offers redeemed
  27. 27. Ben & Jerry’s:Facebook ads effectively drive offline sales 1$ on FB = sales 3$ increm. “engage is liking, commenting, sharing” Kati O’Brien, Global Dig Mktg Manager
  28. 28. The Facebook measurement toolkit
  29. 29. Resources:https://www.facebook.com/FacebookMarketingItaliahttps://www.facebook.com/FacebookStudio/app_397409610271055https://www.facebook.com/brandpermissions/index.php
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