Facebook Sta+s+eken: check Socialbakers.com Hierin staan de data die zij halen uit onze adverten+etool. Die data lopen iets achter op de werkelijke sta+eken maar geven wel een goed beeld.
The web is being built around people Browse Search Discover 90’s 00’s 10’s Source: BDO USA "Retail Compass Survey of CMOs," November, 2010
The days of the nameless, faceless Web are over
People and their personal relationships open upmany great opportunities The Brands I care The about The people Places I care I’ve about been My Content I opinions consume The products I want and buy
Word-of-mouth is by people you know ismost powerful I just bought this for $300. Check it out! 92% 47% trust word of mouth trust TV, radio & newspaper of friends & family Source: Nielsen’s Global Trust in Advertising Survey, April 2012
And Word-of-mouth is getting more andmore important: Trust in “traditional” advertising drops quickly Recommendations TV (47%) Magazines (47%) from people I know -24% -20% (92%) Between 2009 & 2011 Between 2009 & 2011 +18% Between 2007 & 2011 Source: Nielsen Trust in advertising survey Q3 2011
How to build a connected brandthrough facebook
Social StrategiesBusiness Social Business! Impact! • Incorporating people into core business functions & products! • Touches multiple areas within the organization! • Drives real ﬁnancial results ! • Measured with core business Social Marketing! metrics! • Custom marketing strategies! • People create the message! • Media ampliﬁes the message! • Measured with mainstream Social Media! marketing metrics ! • Publishing & monitoring of company channels! • Traditional “push” advertising campaigns! ! • Measured with channel speciﬁc metrics! Organizational Integration! !
The SOCIAL GRAPH: people connect withfamily, friends, brands: the things they careabout! !
And for a new approach…Love Heavyweight interactions Rela+onship now and then! ime! o ver t i ons e ract t int w eigh y light Man Time 26
The majority of people that "like” a page will never actually go there. Almost all of the interac+on your fans will have with your brand will be in their personal news feed.
You are not compeIng against your compeItors on Facebook. A brand is compe+ng against people’s friends and all the content they share. On average in the Netherlands a person has 155 friends, spends 7 hours on FB a month and shares billions of expressions – that’s a lot of friendly compe++on!
Only 16% of your fans see your posts. If your content is more or less engaging moreor less people will see it. That is why creatingengaging content is key.
For case studies: hYp://www.facebook-‐successstories.com For crea+ve examples: hYp://www.facebook-‐studio.com For E-‐learning course: hYp://www.facebook-‐studio.com For marke+ng solu+ons: hYps://www.facebook.com/marke+ng
Business success metrics are the same as they havealways beenReach Brand Reac+on Consumer Numbers, demos, overlap and frequency Resonance Impact on sales and maximizing eﬃciency Insights Changes in percep+on across channels Insights about people, Metrics: GRPs and Metrics: Ad recall, product and brand that TRPs, paid reach, Metrics: Campaign ROI, purchase intent, can improve my organic reach, viral marginal ROI, traﬃc, awareness, brand equity, business reach sales, conversions aYribute tracking
Facebook ads drive ofﬂine salesAcross 63 campaigns3X ROI or better in 70% of campaigns5X ROI or better in 49% of campaignsSource: Variety of 3rd party methodologies likepanels and mix media models, all client initiated
Fans are still your best customers.Fans inﬂuence their friends best Fans spend 131% more and friends of Fans spend fans spend 104% 97% more and more friends of fans spend 51% more Fans spend 109% more Fans spend 60% more Source:: The Power of the Like II, comScore and Facebook, June 2012 * Numbers compared to average internet user
Fans and friends of fans purchase more whenexposed 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
Generate higher brand resonance than other online ad campaigns BeOer ad recall online average Facebook +98% Greater brand awareness online average Facebook +31% Source: Nielsen Brand Eﬀect norms, May 2012.
Capture more conversions more eﬀec+vely than the online average Share of conversions 35% online average lower cost per conversion +192% Facebook Note: Based on campaigns from ad networks, publishers, and retargeters, analyzed in an MTA model. Source: Aggregate Knowledge, June 2012.
Reaction studies show fans are your best customers On average, fans generate 2x higher sales than non-‐fans* Sales Fans spend 8% Brand Engagement more and transact 11% more Fans conduct frequently 68% more searches Web Traﬃc Fans visit the site 5x more Source: The Power of the Like, comScore and Facebook, July 2011 * Numbers compared to average internet user
Friends of fans are top customers aswellSales 8% higher spending Brand Engagement by friends of fans 27% more searches by friends of fans Web Traﬃc 2.5x more site visits by friends of fans Source: The Power of the Like, comScore and Facebook, July 2011 * Numbers compared to average internet user