Facebook in the cross channel mix
10/10/2013
ForestView is a unit of
Alina Petri,
Country Manager Romania
Shelf ->
First Moment of
Truth
Experience ->
Second Moment of
Truth
happy/sad customer
THEN
stimulus
Background
Traditiona...
Background
New mental model via online purchase
NOW
Feedback
stimulus
happy/sad customer
• reviews
• ratings
• search
• co...
Background
New mental model via online purchase
NOW
Feedback
stimulus
happy/sad customer
• reviews
• ratings
• search
• co...
CLICK
Perceived Path to ConversionActual Path to Conversion
SEE BUY
RESEARCH
ENGAGE
In other words, User’s Path To Convers...
Optimized Use of Facebook in Digital Campaigns
FromTheory to Practice
Car Insurance Case Study
Facebook as part of a cross-channel digital campaign
The Challenge
Generate online leads and sales in the highly competitive car
insurance market across digital media
Forreste...
The approach: Right Data- Right Decisions
The Set Up
• Ad Serving & Tracking for all Media
• Connection to the client’s CR...
What did we optimise?
Channel Attribution (budget split/channel)
Type of ads
Placement Positioning
Media
Targeting
Interes...
Results & Conclusions
 Significant fluctuations in channel performance within a 7-day period
 Arbitrating across all cha...
Results & Conclusions
+ 80% CTR with new creatives & split testing
- 70% average CPA with Retargeting
- 76% CPA on Face...
FMCG Case Study
Increase Number of Fans on Facebook
- Cost Per Like Campaign -
“The biggest ever Frappe delivery / mission”
The Challenge
Increase page fans by decreasing the Cost Per Like
The approach:
 Use best performing channels
 Use creatives with a “like us on facebook” design
Campaign
Lower
Cost
Per L...
We are planning the biggest frappe*
delivery / mission ever! Help us send
frappe to Greeks abroad with only one
like!
Send...
Creatives (visuals & messages) tested
What did we optimise?
 Images
 Text
 Interests
 Age Groups
 Type of ads
 Time
 Banners
 Websites
Daily Monitoring ...
77%
of total likes from
our ad campaign
25%
Lower Cost Per Like
Results & Conclusions
23%
Results & Conclusions
Approx. 20%
more likes on
weekends
37% of likes
by fans aged
18-24 Female
47 % of likes
by fans ...
Success Story
What’s next?
The 10 Takeaways
1. A minimum CPA does not always mean maximum
ROI.
2. The entire budget on one single channel could be
risky, even if that...
For performance through Facebook
4. Clear campaign objectives (awareness, clicks, fan
acquisition, app installs, etc.)
5. ...
For performance through Facebook
7. Use very specific target features [demographics,
socials, interest]; split target in c...
DEFINE
CLEAR
GOALS
MONITOR TEST
OPTIMIZE
Performance – the big picture
Yes, Performance Exists in Social
Media!
Thank You!
alinap@forestview.eu
www.forestview.eu
Find us in Social Media:
Find us at Stand 67 
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Facebook in the cross channel mix by Alina Petri @ All Things Facebook

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  • Sotiris – what custom solution? If somebody is asking me, what I should say?
  • Ask Frangakis – 97%, 2%, 1% where from?
  • Facebook in the cross channel mix by Alina Petri @ All Things Facebook

    1. 1. Facebook in the cross channel mix 10/10/2013 ForestView is a unit of Alina Petri, Country Manager Romania
    2. 2. Shelf -> First Moment of Truth Experience -> Second Moment of Truth happy/sad customer THEN stimulus Background Traditional mental model of acquisition
    3. 3. Background New mental model via online purchase NOW Feedback stimulus happy/sad customer • reviews • ratings • search • community • WoM • product comparison Shelf -> First Moment of Truth Experience -> Second Moment of Truth • Average shopper uses over 14 sources of information to make his/her final decision. • Younger shoppers use over 21 sources. Source: Zero Moment Of Truth: Ways To Win Shoppers At The ZMOT, Google, 2012
    4. 4. Background New mental model via online purchase NOW Feedback stimulus happy/sad customer • reviews • ratings • search • community • WoM • product comparison Shelf -> First Moment of Truth Experience -> Second Moment of Truth • Average shopper uses over 14 sources of information to make his/her final decision. • Younger shoppers use over 21 sources. Source: Zero Moment Of Truth: Ways To Win Shoppers At The ZMOT, Google, 2012
    5. 5. CLICK Perceived Path to ConversionActual Path to Conversion SEE BUY RESEARCH ENGAGE In other words, User’s Path To Conversion: Be there — Every Step of the Path
    6. 6. Optimized Use of Facebook in Digital Campaigns FromTheory to Practice
    7. 7. Car Insurance Case Study Facebook as part of a cross-channel digital campaign
    8. 8. The Challenge Generate online leads and sales in the highly competitive car insurance market across digital media Forrester Research 2012 Cross-channel Most Common Marketing Challenges
    9. 9. The approach: Right Data- Right Decisions The Set Up • Ad Serving & Tracking for all Media • Connection to the client’s CRM Data • Communication Channel Set Up • Optimization Platforms & Tools • Creative adaptation per medium • Unified KPIs Reporting Cross Channel KPIs Report Digital Channels Affiliate Marketing
    10. 10. What did we optimise? Channel Attribution (budget split/channel) Type of ads Placement Positioning Media Targeting Interests Age Groups Time Creative Images Text Call to Action BuyingBidding Techniques
    11. 11. Results & Conclusions  Significant fluctuations in channel performance within a 7-day period  Arbitrating across all channels can lead to savings up to 30% Display better than Facebook FV Network Same CPA as Search Facebook better than Display Search better than Facebook 3-week data
    12. 12. Results & Conclusions + 80% CTR with new creatives & split testing - 70% average CPA with Retargeting - 76% CPA on Facebook + 42% increase in conversion rates with New Landing Pages + 10% Leads with less than half the budget for the second 6-month period
    13. 13. FMCG Case Study Increase Number of Fans on Facebook - Cost Per Like Campaign -
    14. 14. “The biggest ever Frappe delivery / mission”
    15. 15. The Challenge Increase page fans by decreasing the Cost Per Like
    16. 16. The approach:  Use best performing channels  Use creatives with a “like us on facebook” design Campaign Lower Cost Per Like Custom Solution to track Like – Unlike Previous Fans
    17. 17. We are planning the biggest frappe* delivery / mission ever! Help us send frappe to Greeks abroad with only one like! Send one box of Nescafé to one Greek living abroad with only one like. Become part of the biggest Frappe mission ever! *Frappe is considered the national Greek Drink  Creatives (visuals & messages) tested
    18. 18. Creatives (visuals & messages) tested
    19. 19. What did we optimise?  Images  Text  Interests  Age Groups  Type of ads  Time  Banners  Websites Daily Monitoring Process
    20. 20. 77% of total likes from our ad campaign 25% Lower Cost Per Like Results & Conclusions
    21. 21. 23% Results & Conclusions Approx. 20% more likes on weekends 37% of likes by fans aged 18-24 Female 47 % of likes by fans aged 18-24 Male 54% 23%
    22. 22. Success Story
    23. 23. What’s next?
    24. 24. The 10 Takeaways
    25. 25. 1. A minimum CPA does not always mean maximum ROI. 2. The entire budget on one single channel could be risky, even if that channel has a low cost per action. 3. DO NOT stop campaigns with high cost per action NOW, they DO influence results on other channels -> optimize on channel atribution! For a performance digital campaign
    26. 26. For performance through Facebook 4. Clear campaign objectives (awareness, clicks, fan acquisition, app installs, etc.) 5. Creative adjusted to the goals (sponsored stories get the cheapest fans, page post ads bring the cheapest clicks and the ads from newsfeed have the highest CTR) 6. Use as many creatives as possible for standards and like ads.
    27. 27. For performance through Facebook 7. Use very specific target features [demographics, socials, interest]; split target in clusters -> optimize within each cluster. 8. Test [ types of ads, targeting options, placements, retargeting tools] -> Use optimizations tools 9. Constantly monitor and optimize 10.Adapt messages! It should start real conversations between people!
    28. 28. DEFINE CLEAR GOALS MONITOR TEST OPTIMIZE Performance – the big picture
    29. 29. Yes, Performance Exists in Social Media! Thank You!
    30. 30. alinap@forestview.eu www.forestview.eu Find us in Social Media: Find us at Stand 67 

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