Ecommerce: How to Scale Your Facebook Marketing

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This slide deck covers the key points from the Nanigans and RJMetrics webinar How to Scale Your Facebook Marketing.

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  • AnitaWhen you’re spending at this scale you might have tools that let you capture source info (for attribution modeling). We need to be warned that as people migrate to universal analytics, there are challenges w/ getting this source data. Get your source ducks in a row before you spend big.
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  • AnitaWarning/ advice – use targeting parameters that are uniquely available through FB Look for the soft spots
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  • AnitaThis is where you get value out of your data planning
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  • Ecommerce: How to Scale Your Facebook Marketing

    1. 1. Ecommerce: How to Do Facebook Marketing at Scale Please take your seats and silence your cell phones! The show will begin shortly…
    2. 2. Why Major Brands Are Investing in Facebook
    3. 3. The social tipping point #Facebookatscale
    4. 4. The rising impact of social 50% 33% of people find product from search of people find product via social #Facebookatscale
    5. 5. Every demographic on Facebook #Facebookatscale
    6. 6. Increasing revenue/click #Facebookatscale
    7. 7. The Five Things You Need to Know
    8. 8. Pre-work Campaign Planning Targeting Creative Evaluation
    9. 9. Targeted landing pages #Facebookatscale
    10. 10. Facebook specific landing pages #Facebookatscale
    11. 11. Pre-work Campaign Planning Targeting Creative Evaluation
    12. 12. Dashboards #Facebookatscale
    13. 13. Before going big with Facebook advertising, get your data ducks in a row #Facebookatscale #Facebookatscale
    14. 14. Pre-work Campaign Planning Targeting Creative Evaluation
    15. 15. 10,000,000,000 000,000,000,000,000 000,000,000,000,000 000,000,000,000,000 000,000,000,000,000 000,000,000,000,000 000,000,000,000,000 Facebook offers over a googol targeting combinations #Facebookatscale #Facebookatscale
    16. 16. Unprecedented targeting Demographics Affinities Social • • • • • Likes • Interests • Conversations • Relationship status • Education level, college, major • Employer, position Device Behavior CRM • Type • OS version • Wi-fi connectivity • Actions taken with sites and apps • Offline purchase behavior • CRM… Age Gender Language Location
    17. 17. CRM targeting CRM Database FB Profile Match james@gmail.com laura@gmail.com jennie@gmail.com alex@gmail.com scott@gmail.com #Facebookatscale Targetable Audience
    18. 18. Interest targeting scales campaign Impressions vs. Purchase Rate by Targeting Type 8,000,000,000 35.00% 7,000,000,000 6,000,000,000 5,000,000,000 30.00% 25.00% 20.00% 4,000,000,000 3,000,000,000 2,000,000,000 15.00% 10.00% 1,000,000,000 5.00% 0 0.00% Purchase Rate Impressions #Facebookatscale
    19. 19. ? Overwhelmed by Facebook's targeting options? Start by using parameters unique to this medium. #Facebookatscale #Facebookatscale
    20. 20. Pre-work Campaign Planning 4. Creative Targeting Creative Evaluation
    21. 21. Aesthetics (interest) 250% lift in conversions #Facebookatscale
    22. 22. Aesthetics (interest) SelfIdentification #Facebookatscale
    23. 23. Language (consideration) 75% lift in conversions #Facebookatscale
    24. 24. Relevance (decision) 40% lift in conversions #Facebookatscale
    25. 25. Number of creatives #Facebookatscale
    26. 26. Pre-work Campaign Planning Targeting Creative Evaluation
    27. 27. $7 CPA Mobile $45 Kerry Diana $79 $5 CPA
    28. 28. $7 CPA Mobile Diana Kerry 6 Week Purchase Cycle $5 CPA
    29. 29. Lifetime ROI vs. CPA – 6x higher ROI #Facebookatscale
    30. 30. Early ROI via maturity curves 250% 200% ROI 150% 100% 50% 0% 0 20 40 60 Hours from Click 80 100
    31. 31. Expand with affinity modeling High affinity with core customers Low affinity with core customers Expand into the highest quality segments
    32. 32. Track cohorts – lifetime behavior #Facebookatscale
    33. 33. Track cohorts – identify opportunities Time Period ROI Increase Black Friday vs. prior Friday + 36% London vs. Paris + 24% 35-44 age demo vs. 45-54 + 9% Cyber Monday vs. prior Monday + 54% Re-targeting implementation + 28%
    34. 34. Attribution modeling • This is where you get value out of your data planning • [will add images] #Facebookatscale
    35. 35. Facebook’s 2 unique opportunities
    36. 36. Mobile 48% of Facebook’s daily users are now mobile only. #Facebookatscale
    37. 37. Go big – scale with confidence #Facebookatscale
    38. 38. Retargeting 39% more customers. 89% increase in revenue/customer. #Facebookatscale
    39. 39. Thank You.

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