Facebook in the Marketing Mix
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Facebook in the Marketing Mix

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Presentation by Jon Harvey and Josh Smith from the IPA Social Search event 2010

Presentation by Jon Harvey and Josh Smith from the IPA Social Search event 2010

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    Facebook in the Marketing Mix Facebook in the Marketing Mix Presentation Transcript

    • Facebook in the Marketing mix
      Presented by Jon Harvey and Josh Smith
    • Today’s Agenda
      Why care?
      Optimise pages for Search
      Facebook performance media
      Facebook in the marketing mix
    • 400m Active Users*
      50% of users return daily
      Average session time 25 mins
      100m Active mobile users
      *Active Users have logged onto the site and interacted once or more in the last 30 days
    • Facebook Pages
    • Facebook Pages – content ‘Hub’ for brands
      Create unique dialogue between brand & audience
      Develop deeper relationship with consumers
      Drive Fans & Post directly into their Newsfeeds
      Create a 2-way dialogue
    • Fan page will be the hub for all communications
      Update status
      Tabs for rich content
      Wall for brand and user communication
      Build a fan base
    • Use the Wall to communicate with fans
      Skittles Fan Page
      Fan’s homepage
      Use Wall updates to add value to user experience on Facebook, and to have a two way dialogue
    • Marks & Spencers customer dialogue
      Marks & Spencer’s are celebrating their 125th anniversary on Facebook
      Historical editorial & competition promotions provide compelling sharable content to users
      Targeted ‘Become a Fan’ Ads on actively drive fans – M&S have changed targeting to a younger audience in response to the profile data of their fanbase
      A user in the US says she misses M&S in the US – M&S has been able to inform these users about the online service that can be accessed via the web
      M&S has created a direct dialogue with its customers on Facebook. Using Homepage Ads, the store has been able to drive over 100,000 fans, 1000’s of competition entries & real-time conversation with users as far afield as Toronto & Islamabad
      Using The Wall M&S have generated a 2-way dialogue with their customers revealing just how enthusiastic users are about the brand
    • Insights of your fans
    • 6 Key SEO Strategies every Facebook Page owner should know
    • 1
      Page name – be authentic, in line with Facebook Profiles
      2
      Info and about tab – pack them to get yourself found
      3
      Link out to as many relevant sites as possible
    • 4
      Broaden how you can be found by putting relevant descriptions on photos and events
      Drive to your Facebook page from your other online properties. This will increase fans and traffic
      5
      6
      Don’t be afraid to advertise for fans – this is the biggest factor for most successful pages
    • Facebook performance media
    • Searches for
      “tents”
      135,000
      Facebook users with ‘camping’, ‘hiking’, and ‘climbing’ in their profile
      1,711,760
    • Views from the market
      Rob Horler, MD of media agency Carat UK, said, “Facebook is proving to be a formidable part of the direct response schedule, primarily because of its scale and volume.”
      Simon Mansell, MD of TBG — is using a Facebook API and has recently won the Vodafone direct response account — said some of its clients were shifting spend from paid search to Facebook.“Where we manage both channels, we generally get better value from Facebook than Google, and for our three biggest clients we get greater volumes on Facebook,”
    • Active user growth in the U.K.
      Over 23 million
      11 Million Daily
      2008
      2009
      Source: Facebook internal data, December 2009
    • Dedicated Ad position
      Ad Space Unit
      100 billion monthly impressions
    • Huge opportunity to target and optimise
      But lots of complexity too…
      School
      College
      Relationship
      Workplace
      Page
      Group
      Languages
      Birthdays
      Time
      Connections
      Applications
      Country
      City or Town
      Age
      Gender
      Interests
      Activities
      MusicBooks
      TV Shows
      Education
    • Step one:
      • 18-39 age range UK
      • 220 lines for 48 hours (weekdays)
      • CPM may give you a more even test
    • Facebook Bulk Uploader
      Allows you to upload multiple adverts at once
      What the bulk uploader delivers:
      • One-stop shop to easily create, target, edit, and track ads
      • Accessible to anyone – best first experience with Facebook Ads
      • Drives down the price of media through optimisation
      • More cost-effective media
      • Better conversion rates than generic ASUs
      • Allows you to buy, manage and optimise big campaigns
      • Gives full control over all aspects of the campaign
      • Gain detailed reporting based on response
    • Optimizing Facebook Ads
      Between an art and a science
      Creative Optimization
      Performance Analysis
      Finding the right image
      Title and copy optimization
      Targeting the right users
      Understanding clicks, conversions, and pricing
      Creating social actions
    • Future Consideration: Facebook Ads API
      API allows you to do anything you can do on the Ads Manager, but nothing more.
      However:
      • Programmatic access to all the functionality in Ads Manager
      • Implement business rules automatically, rather than blocking on manual updates
      • Build tools for internal or external use
      • Create cross-channel dashboards
      • Currently in beta testing; rolling out more broadly over the next few months
    • Facebook
      in the Marketing mix
    • BRAND
      A truly global 2 way marketing platform
    • Innovations
      Facebook Pages
      Facebook Ads
      We do 3 simple things for marketers
      Build Fans & communicate directly with them
      Facebook Connect, Applications & new Ad products
      Drive traffic on & off of Facebook
    • A central ‘Hub’ for COI campaigns
      Facebook Pages as ‘Hubs’ to drive & measure social change
      FRANK website
      Facebook Ads
      Search
      User generated content
      TV campaign
      Press campaign
      Portal activity
    • Summary
      11m engaged Users
      100 Billion + Impressions
      Efficient and scalable
      Contact Facebook to discuss
    • Creative and Testing
    • Optical Express: where we were...
    • Tesco.com: where we are now…
    • Optical Express: where we were...
    • Optical Express: where we are now…
    • Refresh your creative
      Our users spend an average 25 minutes a day on Facebook, so refreshing creative is needed to avoid burn out and to maintain a good CPA
      Engagement
    • Search campaign on facebook
    • Facebook campaign on Facebook
    • Applications