SEMPO AZ Facebook Event - Phillip Rather

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SEMPO AZ Facebook Event - Phillip Rather

  1. 1. SOCIAL BY DESIGNBuilding Around People to Drive Brand Affinity and Direct Response Phillip Rather | Agency Partner
  2. 2. THE STATE OF THE INTERNET
  3. 3. The culture of the web is changing:The internet is being reorganized around people. Browse Search Discover 90’s 00’s 10’s Source: BDO USA "Retail Compass Survey of CMOs," November, 2010
  4. 4. As we move toward a people-centric web,successful businesses will effectively leverage socialconnections Social Networking +52% Search +1% -21% -2% -28% Classifieds/ Email Portals Auctions Source: ComScore Global Y/Y change Jan 2010 - Jan 2011
  5. 5. Facebook’s approach to people centered marketing isfocused on ease, value and the ability to share 1) Make it EASY to make authentic connections Social plugin Your A fan base Page with Like ads Sponsored Stories Publish to fans Ads with Friends 2) Provide VALUE to your fans so they’ll3) Know your fans want to engage withand empower them your brand to SHARE
  6. 6. Fans are more valuable when theyimpact their friends Facebook population Friends of fans 40M friends My friend likes this brand Fan base Ads with friends 200K fans US data
  7. 7. This is the NEW word of mouth - it istwice as effective 1.6X lift in brand recall 2X VS lift in message awareness 4X Meg Griffing Sloan, Becca Foy, and 14 other friends like Heineken lift in purchase intent Source: Nielsen
  8. 8. Marketplace AdsDrive action and direct-response transactions • Auction-based pricing • CPC or CPM • Rich targeting 1 • Drive actions • Ad formats 2 • Event • Like 3 • Standard 4
  9. 9. Sponsored Stories are a new wayto scale word of mouth • Word-of-mouth • Come from News Feed • Sponsored stories: • Page likes • Domain likes • Page posts • Page post likes • App used • Game played • Place check-ins • Open Graph Edges
  10. 10. "Sponsored stories have the impact of earned, with the scale and predictability of paid. People sharing stories with people."
  11. 11. Traditional Digital Marketing ApproachImpressionsTraffic Retail WebsiteConversion
  12. 12. Digital Marketing Gone Social Brand MessagePaidEarned Mike Tuttle Likes Sara Jones Likes Joe Smith Likes this Brand this Brand this BrandOwned Brand publishes content to connections
  13. 13. Retarget FansLeverage existing connections for a more efficient cost perlead. Targeting a brand’s Facebook fans results in 15-44% lower acquisition cost when compared to targeting non-fans. http://www.insidefacebook.com/2011/06/06/target-facebook-fans-cheaper- registrations/
  14. 14. Generate leads directly onFacebook
  15. 15. F8/Adweek Updates• Timeline• New Ad Unit• Open Graph Edges (watched, listened, etc)
  16. 16. Q&A

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