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How To Own the Facebook Newsfeed - Advanced Marketng Tips by Paul Steketee
 

How To Own the Facebook Newsfeed - Advanced Marketng Tips by Paul Steketee

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How To Own the Facebook Newsfeed - Advanced Marketing Tips by Paul Steketee

How To Own the Facebook Newsfeed - Advanced Marketing Tips by Paul Steketee

#SMX #13B #smxsocial13

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    How To Own the Facebook Newsfeed - Advanced Marketng Tips by Paul Steketee How To Own the Facebook Newsfeed - Advanced Marketng Tips by Paul Steketee Presentation Transcript

    • “POWN” THE NEWSFEED: Advanced Marketing on the Facebook Platform November 20 - 21, 2013 November 20 - 21, 2013 Presented by: Paul Steketee Head of Paid Social and Emerging Media, Merkle Facebook.com/Steketee @Steketee
    • Merkle - The Customer Relationship Marketing Agency Over 2,000 Employees Globally Driving CRM Outcomes Increased customer value | Improved media effectiveness Improved marketing ROI | Integrating diverse capabilities Through optimizing customer touchpoints POS Phone Site Mobile TV Radio Display Print Social Direct mail Email Our Integrated Digital Media Group Approaching $300 million in managed media spend 70% YOY revenue growth 300 experienced digital marketing professionals © 2013 Merkle Inc. All Rights Reserved. Confidential 2 100+ Digital clients Search
    • Vision - Precise and Direct Targeting in Paid Social Media Merkle delivers true customer-centric advertising in social via our deep customer insights and data-driven strategic approach to targeting, buying, and optimizing paid social media. © 2013 Merkle Inc. All Rights Reserved. Confidential 3
    • Merkle’s Approach To Paid Social Targeting Optimization We increase campaign effectiveness with better insight into customers and through our datadriven targeting, better analysis, and better optimization strategies. Customers added to database Digital Targeting model created Models fed into Facebook to target All site Visitors are added to the database via cookie or social login. Previous and recently sold customers are also added to the database along with their purchase information. “High-value” segment customers are flagged and their online behaviors across digital media and channels is analyzed to create a look-alike models. Models implemented into Facebook Custom Audiences to directly target customers and create look-alike models that target best customers based on FB likes/interests. © 2013 Merkle Inc. All Rights Reserved. Confidential 4 Digital attribution identifies what is working Analytic process uses algorithmic attribution of conversions across display, search, mobile, and social – beyond lastclick. Optimization feed closes the loop Based on attribution, media mix, frequency, and cost allowables are all optimized directly into the media platforms
    • Advanced marketing on the Facebook Platform Advanced marketing on the Facebook platform The products & results How to take advantage of the opportunity The Opportunity The Results The Roadmap © 2013 Merkle Inc. All Rights Reserved. Confidential 5
    • Facebook is Applying Focus to Direct Marketing Share Like Facebook Ad Better price and response Most Inventory Best Targeting Website In store Facebook Ad © 2013 Merkle Inc. All Rights Reserved. Confidential 6
    • The Facebook Opportunity Reach Facebook has become the publisher/platform with the largest reach Targeting Facebook is building tools to enable best consumer level targeting available online Tracking Facebook has overcome the tracking hurdles associated with cookies © 2013 Merkle Inc. All Rights Reserved. Confidential 7 Innovative Formats Facebook has a wealth of innovative ad products
    • Facebook’s Reach is Massive Across all age demos Facebook reaches 1.19 Billion (online users globally) 73% of US active online users Source: Facebook Q1 Earnings Call, Comscore, Key Metrics, February 2013 © 2013 Merkle Inc. All Rights Reserved. Confidential 8 Source: Comscore for the Month of April 2013
    • Facebook leads the space in total page views and time spent among total internet audience Total Page Views and Time Spent (total internet audience) 80,000 140,000 70,000 120,000 60,000 100,000 50,000 80,000 40,000 60,000 30,000 40,000 20,000 20,000 10,000 0 0 Total Views (MM) Total Minutes (MM) Source: Comscore, Key Metrics, February 2013 © 2013 Merkle Inc. All Rights Reserved. Confidential 9
    • Facebook engagement continues to increase U.S. desktop users spend and average of around 6 hours every month on Facebook U.S. mobile users spend and average of around 14 hours every month on Facebook * Data gathered from Comscore January 2013 © 2013 Merkle Inc. All Rights Reserved. Confidential 10
    • From Cookie Based to Identifiable IDs 3rd Party Cookie Unique ID Mobile & tablet tracking challenges Cross device tracking Cookie deletion Accurate Browser opt out (threat) Persistent © 2013 Merkle Inc. All Rights Reserved. Confidential 11
    • Facebook Advertising - The Products and Results Advanced marketing on the Facebook platform The products & results How to take advantage of the opportunity The Opportunity The Results The Roadmap © 2013 Merkle Inc. All Rights Reserved. Confidential 12
    • Facebook Targeting Products - Recent Advances Facebook 3rd Party Data Partners April 2013 Facebook Custom Audiences & Lookalikes March 2013 • Facebook Custom Audiences September 2012 Marketer Known Data + Facebook data Like - Comment - Share • Marketer Known Data Facebook Exchange March 2012 Facebook Native Older Like - Comment - Share • Facebook Data Like - Comment - Share © 2013 Merkle Inc. All Rights Reserved. Confidential 13 • Marketer Anonymous Data
    • Facebook Exchange Versus Display RTB Outcomes • agd FBX has a 79% lower cost per quote than RTB, driven by key levers: •The inventory is both highly incremental (only 5% overlap with RTB), and available at higher frequency • The inventory is less expensive, CPMs are 60% lower than RTB. • The inventory is 92% more responsive than RTB line items. RTB Environment (72% users) Frequency =1.4 FBX (23% users) Freq=3.4 5% RTB + FBX Freq=9.4 © 2013 Merkle Inc. All Rights Reserved. Confidential 14
    • Facebook Custom Audiences Versus Interest-Based Targeting Outcomes • Match rates 3X higher than open web • Find Rate 5X higher • 500% more efficient versus demographic targeting • LookaLike Models consistently most efficient form of prospecting © 2013 Merkle Inc. All Rights Reserved. Confidential 15
    • Newsfeed Versus Marketplace Performance Outcomes • 34x Higher CTR • 1 - 5% CTR consistently • CPA 63% more efficient 47.5 Marketplace 34.7 Newsfeed 17.5 0.75 0.37 CTR Spend eCPM © 2013 Merkle Inc. All Rights Reserved. Confidential Resp. Rate CPA Newsfeed 16 Marketplace
    • “Pown” the Newsfeed - New Larger Image formats Newsfeed Ads - Facebook • New large image formats allows much more engaging/clickable image • Page Post Photo ads drive high intenders © 2013 Merkle Inc. All Rights Reserved. Confidential 17
    • “Pown” the Newsfeed - Link Posts with Expanded Clickable Area Newsfeed Ads - Facebook • New Link Page Post Format allows much more engaging/clickable image • 5X improved CTRs and higher 3X higher click to visit ratio Save $40 & get over $200 in entertainment & productivity tools. Free shipping included! Galaxy Note 8.0 Free shipping included Work. Life. Balanced. www.samsung.com The Galaxy Note 8.0 is the tablet that’s custom-fit to your life. With the integrated S Pen™ it combines on-the-go productivity, with the ability to multitask and even control television. © 2013 Merkle Inc. All Rights Reserved. Confidential 18
    • “Pown” the Newsfeed - Link Page Posts for Retargeting Use Cases: •Site Shopper/Browser •Abandoned Cart •Dynamic product displays developing •Seamlessly integrate with general display targeting © 2013 Merkle Inc. All Rights Reserved. Confidential 19
    • Facebook Advertising - How To Take Advantage of the Opportunity Direct response marketing on the Facebook platform The products & results How to take advantage of the opportunity The Opportunity The Results The Roadmap © 2013 Merkle Inc. All Rights Reserved. Confidential 20
    • Engagement Playbook 1 Identify: Objectives for Facebook Facebook media plan Objectives Prospecting Objective CrossSell, Upsell Target: Use data to inform your targeting strategies 3 Optimize: messaging, format, target audience based on analytics © 2013 Merkle Inc. All Rights Reserved. Confidential Page Posts RHS FBX/API Retention 2 Placements/Fo rmats Facebook Native Interests Geo & Demo Audience Sets Partner Category Targeting High Purchase Intent Custom Audiences (CRM) Target or Surpress High Value Segments Look-A-Like Models Connected CRM Platform Optimization Loop Offline Media database Online Media database cR CRM database 21
    • THANK YOU! November 20 - 21, 2013 November 20 - 21, 2013 Paul Steketee Head of Paid Social and Emerging Media, Merkle Facebook.com/Steketee @Steketee