Your SlideShare is downloading. ×
0
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Engage 2013 - Driving ROI with Facebook
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Engage 2013 - Driving ROI with Facebook

678

Published on

Published in: Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total Views
678
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
13
Comments
0
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Driving Real ROI With Facebook Jared RoySenior Director, Performance Marketing, Webtrends
  • 2. Only 60% of National Advertisers aremeasuring the ROI of their socialmedia effortsAssociation of National Advertisers “2012 Digital/Social Media Survey”
  • 3. Facebook Campaign Optimization•  At Webtrends, we help customers meet their specific social media objectives through proven strategies leveraging our world-class products and services.•  Whether your objectives are fan growth, engagement or monetizing existing fans, Webtrends leverages strategy, targeted ad buys, engaging Facebook applications, and deep measurement to reach those goals.
  • 4. Webtrends Maximizes Social ROI•  Some of our customers using our Webtrends Facebook Campaign Optimization best practices are getting cost per actions that are lower than paid search.•  Using our cross domain tracking, our customers can prove when Facebook campaigns drive searches on Google days or even weeks later that lead to a conversion. That means our customers can give Facebook a more comprehensive revenue attribution.
  • 5. Questions to ask yourself •  Why are we doing this? •  Who is our audience? •  What do we want our audience to do? •  How do we know it’s working?Build  your  audience   6
  • 6. Why are we doing this? •  Create Awareness •  Increase Sales •  Customer Service •  Market ResearchBuild  your  audience  
  • 7. The Webtrends Approach1.  Build your audience2.  Market to & monetize your fans3.  Measure & optimize
  • 8. Step  1  –  Build  your  audience  
  • 9. The Truth About Facebook Posts" Source: PageLeverBuild  your  audience  
  • 10. Facebook Targeting With Personas 1.  Use geographic and demographic data to REFINE your personas, not to DEFINE them 2.  Break out interests into logical personasBuild  your  audience  
  • 11. Persona Targeting Mistakes 1. Demographic targeting only Demographic targeting onlyBuild  your  audience  
  • 12. Persona Targeting Mistakes 2. Geographic targeting onlyBuild  your  audience  
  • 13. Persona Targeting Mistakes 3. Interest clumping onlyBuild  your  audience  
  • 14. The Biggest Targeting Mistake: CluelessnessBuild  your  audience  
  • 15. Getting It RightBuild  your  audience  
  • 16. Step  2  –  Market  to  &  Mone7ze   Your  Fans  
  • 17. Facebook Ad Primer •  Sponsored stories •  Page post ads •  Promoted posts •  Marketplace adsMarket  to  &  mone3ze  your   fans  
  • 18. Sponsored Stories Are built around user activity and advertisers pay to highlight an action to be shown to a user’s friendsMarket  to  &  mone3ze  your   fans  
  • 19. Page Post Ads •  Advertisements that begin as posts on a fan page but get additional paid distribution among fans, friends of fans, or non fans & appear in the News Feed or the sidebarMarket  to  &  mone3ze  your   fans  
  • 20. Promoted Posts •  Promoted Posts are similar to Page Post Ads, but they are bought through the Promote button on a post itself to existing fans or friends of fansMarket  to  &  mone3ze  your   fans  
  • 21. Marketplace Ads •  Marketplace Ads are desktop sidebar advertisementsMarket  to  &  mone3ze  your   fans  
  • 22. Ads To Fans Is The New List Marketing •  Fans are 100% opt-in •  Ads are your email campaigns •  Apps are your landing pages •  Facebook fan page is your websiteMarket  to  &  mone3ze  your   fans  
  • 23. Ads To Fans Ad" .05%" Avg. CTR of ads to non-fans" .35%" Avg. CTR of ads to fans "Market  to  &  mone3ze  your   fans  
  • 24. Step  3  –  Measure  &  Op7mize  
  • 25. Become an Analytics Geek
  • 26. Pu@ng  It  All  Together  
  • 27. Example: Motorcycle Superstore•  Used to do interest clumping
  • 28. Persona Development•  Objective: fan growth•  Created 3 personas: Sport bike riders, Cruiser riders, Dirt Bike riders
  • 29. Original ad ran for three months Increased CTR 3XPersona ads rotated creative every 72 hours Reduced fan acquisition from $0.80 to $0.33
  • 30. Example: Motorcycle SuperstoreObjective: Monetize fans Targeted at Fans Segmented by personas
  • 31. Avg Order Value1.  Email $129.942. Social $127.093.  Search $124.374.  None/Organic $111.745.  Affiliate $109.616.  Display $104.30Apps are ideallanding pages forFacebook adsIndividual productstagged and optimized
  • 32. Example: Engage•  Persona of interest & workplace•  Ads to .com: CTR = .017%, CVR = .22%, CPA = $1,255
  • 33. Example: Engage•  Persona of interest & workplace•  Ads to app to .com: CTR = .16% vs .017 over 9X CVR = 27% vs .22% over 122X CPA = $99 vs $1,255, $1,156 less
  • 34. Page Post Ads•  Ads to non fans CTR .12%•  Ads to fans CTR .31%•  Over 2.5X
  • 35. Facebook Campaign Best Practices1) Develop personas prior to doing any advertising2) Use many highly targeted ads, not one big reach ad3) Refresh creative because ad CTR peaks within 72 hours4) Target ads to fans for conversion because they click 7X moreon ads than non-fans5) Link ads to Facebook apps instead of websites because theyget over 2X the conversion rate & CPC of 29% less6) Measure & optimize through analytics
  • 36. Webtrends Social SolutionsSocial Marketing Solutions provide the measurement strategy, services, and technology necessary for proving the effectiveness of your social campaigns. The Three P’s for Success Product Practice Partners
  • 37. Sessions You Must See•  What To Measure in Social Wednesday @ 10:10am •  Susan Etlinger. Industry Analyst, Altimeter Group •  Merlyn Gordon. Senior Product Marketing Manager, Webtrends•  Facebook Campaign Optimization Panel Discussion Wednesday @ 11:10am •  Eric Christopher. Vice President of Sales, Shoutlet •  Greg Gunn. Vice President Business Development, Hootsuite •  Merlyn Gordon. Senior Product Marketing Manager, Webtrends •  Jared Roy. Director Performance Marketing, Webtrends•  Designing A Measurement Framework For The Social Enterprise Wednesday @ 2:40pm •  Susan Etlinger. Industry Analyst, Altimeter Group •  Jeff Seacrist. VP Product Marketing Partner Solutions, Webtrends•  Driving Conversion With Performance Marketing Wednesday @ 3:40pm •  Kirk Ramble. Principal Optimization Consultant Webtrends
  • 38. Rate Session &Speakers/Panelists
  • 39. Thank YouQuestions?Jared RoyJared.Roy@webtrends.comblogs.webtrends.com@jaredroy
  • 40. Most Important Targeting Concept: Personas

×