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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

Published in: Business, Technology
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  • 1. Facebook in the Marketing mix
    Presented by Jon Harvey and Josh Smith
  • 2. Today’s Agenda
    Why care?
    Optimise pages for Search
    Facebook performance media
    Facebook in the marketing mix
  • 3. 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
  • 4. Facebook Pages
  • 5. 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
  • 6. 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
  • 7. 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
  • 8.
  • 9. 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
  • 10. Insights of your fans
  • 11. 6 Key SEO Strategies every Facebook Page owner should know
  • 12. 1
    Page name – be authentic, in line with Facebook Profiles
    Info and about tab – pack them to get yourself found
    Link out to as many relevant sites as possible
  • 13. 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
    Don’t be afraid to advertise for fans – this is the biggest factor for most successful pages
  • 14. Facebook performance media
  • 15. Searches for
    Facebook users with ‘camping’, ‘hiking’, and ‘climbing’ in their profile
  • 16. 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,”
  • 17. Active user growth in the U.K.
    Over 23 million
    11 Million Daily
    Source: Facebook internal data, December 2009
  • 18. Dedicated Ad position
    Ad Space Unit
    100 billion monthly impressions
  • 19. Huge opportunity to target and optimise
    But lots of complexity too…
    City or Town
    TV Shows
  • 20. Step one:
    • 18-39 age range UK
    • 21. 220 lines for 48 hours (weekdays)
    • 22. 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
    • 23. Accessible to anyone – best first experience with Facebook Ads
    • 24. Drives down the price of media through optimisation
    • 25. More cost-effective media
    • 26. Better conversion rates than generic ASUs
    • 27. Allows you to buy, manage and optimise big campaigns
    • 28. Gives full control over all aspects of the campaign
    • 29. 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
  • 30. Future Consideration: Facebook Ads API
    API allows you to do anything you can do on the Ads Manager, but nothing more.
    • Programmatic access to all the functionality in Ads Manager
    • 31. Implement business rules automatically, rather than blocking on manual updates
    • 32. Build tools for internal or external use
    • 33. Create cross-channel dashboards
    • 34. Currently in beta testing; rolling out more broadly over the next few months
  • Facebook
    in the Marketing mix
  • 35. BRAND
    A truly global 2 way marketing platform
  • 36. 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
  • 37. A central ‘Hub’ for COI campaigns
    Facebook Pages as ‘Hubs’ to drive & measure social change
    FRANK website
    Facebook Ads
    User generated content
    TV campaign
    Press campaign
    Portal activity
  • 38. Summary
    11m engaged Users
    100 Billion + Impressions
    Efficient and scalable
    Contact Facebook to discuss
  • 39. Creative and Testing
  • 40. Optical Express: where we were...
  • 41. where we are now…
  • 42. Optical Express: where we were...
  • 43. Optical Express: where we are now…
  • 44. 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
  • 45. Search campaign on facebook
  • 46. Facebook campaign on Facebook
  • 47. Applications