Facebook in the Marketing Mix


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

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Facebook in the Marketing Mix

  1. 1. Facebook in the Marketing mix<br />Presented by Jon Harvey and Josh Smith<br />
  2. 2. Today’s Agenda <br />Why care?<br />Optimise pages for Search<br />Facebook performance media<br />Facebook in the marketing mix<br />
  3. 3. 400m Active Users*<br />50% of users return daily<br />Average session time 25 mins<br />100m Active mobile users<br />*Active Users have logged onto the site and interacted once or more in the last 30 days<br />
  4. 4. Facebook Pages<br />
  5. 5. Facebook Pages – content ‘Hub’ for brands<br />Create unique dialogue between brand & audience<br />Develop deeper relationship with consumers<br />Drive Fans & Post directly into their Newsfeeds<br />Create a 2-way dialogue<br />
  6. 6. Fan page will be the hub for all communications<br />Update status<br />Tabs for rich content<br />Wall for brand and user communication<br />Build a fan base<br />
  7. 7. Use the Wall to communicate with fans<br />Skittles Fan Page<br />Fan’s homepage<br />Use Wall updates to add value to user experience on Facebook, and to have a two way dialogue<br />
  8. 8.
  9. 9. Marks & Spencers customer dialogue<br />Marks & Spencer’s are celebrating their 125th anniversary on Facebook<br />Historical editorial & competition promotions provide compelling sharable content to users<br />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<br />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<br />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<br />Using The Wall M&S have generated a 2-way dialogue with their customers revealing just how enthusiastic users are about the brand<br />
  10. 10. Insights of your fans<br />
  11. 11. 6 Key SEO Strategies every Facebook Page owner should know <br />
  12. 12. 1<br />Page name – be authentic, in line with Facebook Profiles <br />2<br />Info and about tab – pack them to get yourself found <br />3<br />Link out to as many relevant sites as possible <br />
  13. 13. 4<br />Broaden how you can be found by putting relevant descriptions on photos and events<br />Drive to your Facebook page from your other online properties. This will increase fans and traffic<br />5<br />6<br />Don’t be afraid to advertise for fans – this is the biggest factor for most successful pages<br />
  14. 14. Facebook performance media <br />
  15. 15. Searches for<br />“tents” <br />135,000<br />Facebook users with ‘camping’, ‘hiking’, and ‘climbing’ in their profile <br />1,711,760<br />
  16. 16. Views from the market <br />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.”<br />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,”<br />
  17. 17. Active user growth in the U.K.<br />Over 23 million<br />11 Million Daily<br />2008<br />2009<br />Source: Facebook internal data, December 2009<br />
  18. 18. Dedicated Ad position<br />Ad Space Unit<br />100 billion monthly impressions <br />
  19. 19. Huge opportunity to target and optimise<br />But lots of complexity too…<br />School<br />College<br />Relationship<br />Workplace<br />Page<br />Group<br />Languages<br />Birthdays<br />Time<br />Connections<br />Applications<br />Country<br />City or Town<br />Age<br />Gender<br />Interests<br />Activities<br />MusicBooks<br />TV Shows<br />Education<br />
  20. 20. Step one:<br /><ul><li> 18-39 age range UK
  21. 21. 220 lines for 48 hours (weekdays)
  22. 22. CPM may give you a more even test</li></li></ul><li>Facebook Bulk Uploader<br />Allows you to upload multiple adverts at once<br />What the bulk uploader delivers:<br /><ul><li>One-stop shop to easily create, target, edit, and track ads
  23. 23. Accessible to anyone – best first experience with Facebook Ads
  24. 24. Drives down the price of media through optimisation
  25. 25. More cost-effective media
  26. 26. Better conversion rates than generic ASUs
  27. 27. Allows you to buy, manage and optimise big campaigns
  28. 28. Gives full control over all aspects of the campaign
  29. 29. Gain detailed reporting based on response</li></li></ul><li> Optimizing Facebook Ads<br />Between an art and a science<br />Creative Optimization<br />Performance Analysis<br />Finding the right image<br />Title and copy optimization<br />Targeting the right users<br />Understanding clicks, conversions, and pricing<br />Creating social actions<br />
  30. 30. Future Consideration: Facebook Ads API<br />API allows you to do anything you can do on the Ads Manager, but nothing more.<br />However:<br /><ul><li>Programmatic access to all the functionality in Ads Manager
  31. 31. Implement business rules automatically, rather than blocking on manual updates
  32. 32. Build tools for internal or external use
  33. 33. Create cross-channel dashboards
  34. 34. Currently in beta testing; rolling out more broadly over the next few months</li></li></ul><li>Facebook<br />in the Marketing mix<br />
  35. 35. BRAND<br />A truly global 2 way marketing platform<br />
  36. 36. Innovations<br />Facebook Pages<br />Facebook Ads<br />We do 3 simple things for marketers<br />Build Fans & communicate directly with them<br />Facebook Connect, Applications & new Ad products<br />Drive traffic on & off of Facebook<br />
  37. 37. A central ‘Hub’ for COI campaigns<br />Facebook Pages as ‘Hubs’ to drive & measure social change<br />FRANK website<br />Facebook Ads<br />Search<br />User generated content<br />TV campaign<br />Press campaign<br />Portal activity<br />
  38. 38. Summary<br />11m engaged Users<br />100 Billion + Impressions<br />Efficient and scalable <br />Contact Facebook to discuss<br />
  39. 39. Creative and Testing <br />
  40. 40. Optical Express: where we were...<br />
  41. 41. Tesco.com: where we are now…<br />
  42. 42. Optical Express: where we were...<br />
  43. 43. Optical Express: where we are now…<br />
  44. 44. Refresh your creative<br />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<br />Engagement<br />
  45. 45. Search campaign on facebook<br />
  46. 46. Facebook campaign on Facebook<br />
  47. 47. Applications <br />
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