Facebook in the Marketing Mix

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

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Facebook in the Marketing Mix

by The_IPA on Mar 04, 2010

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Facebook in the Marketing Mix — Presentation Transcript