Demystifying Facebook as a Direct Response Channel - Lee Griffin TBG Digital
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Demystifying Facebook as a Direct Response Channel - Lee Griffin TBG Digital

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An in depth look into the host of opportunities to embrace performance marketing beyond the desktop computer

An in depth look into the host of opportunities to embrace performance marketing beyond the desktop computer

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  • Social media is fundamentally changing the way we use the InternetIncreasingly, we areutilising our online and virtual networks to actively seek out trusted referral opportunities – and social is the main enabler of this.Recommendations are INFLUENCING consumer behaviourthe traditional marketing steps towards purchase have now had an extra layer weaved in due to social media.  This has changed from an old, static, on-way flow with a defined beginning and an end, to an unending circle of consumer behaviour and influence:BEGINNING Awareness –> Interest –> Decision –> Action ENDHowever, the Social Web has ushered in a new ‘cycle’ of marketing engagement:Needless to say, we can see that the power of social recommendation ensures that the consumer marketing cycle is now a continuous loop, allowing brands much more access to consumers rather than this typically ending at the point of purchase.
  • Social media is fundamentally changing the way we use the InternetIncreasingly, we areutilising our online and virtual networks to actively seek out trusted referral opportunities – and social is the main enabler of this.Recommendations are INFLUENCING consumer behaviourthe traditional marketing steps towards purchase have now had an extra layer weaved in due to social media.  This has changed from an old, static, on-way flow with a defined beginning and an end, to an unending circle of consumer behaviour and influence:BEGINNING Awareness –> Interest –> Decision –> Action ENDHowever, the Social Web has ushered in a new ‘cycle’ of marketing engagement:Needless to say, we can see that the power of social recommendation ensures that the consumer marketing cycle is now a continuous loop, allowing brands much more access to consumers rather than this typically ending at the point of purchase.
  • tangible vs. IntangibleSales in news feedlaunch workwear - exclusive content, broad awareness. Used news feed to curate storythen drove sales once consumes were openbrand advocates and evangelistswhich products, promotions and what content is relevantRSVP to track viral = 4xFoot traffic...Community predicts the future

Demystifying Facebook as a Direct Response Channel - Lee Griffin TBG Digital Presentation Transcript

  • 1. © TBG Digital 2011
    Demystifying Facebook
    (As a direct response channel)
  • 2. > The challenge
    © TBG Digital 2011
  • 3. > A quick intro…
    (You’ve heard of it, right?)
    © TBG Digital 2011
  • 4. > From this (2004)
    © TBG Digital 2011
  • 5. > To this
    © TBG Digital 2011
  • 6. > You can’t ignore it … embrace it!
    1,700,000,000
    700,000,000
    190,000,000
    160,000,000
    100,000,000
    Internet users
    Facebook users
    Twitter users
    Blogs
    LinkedIn users
    © TBG Digital 2011
  • 7. > It’s local too
    UK
    > 40m online population
    > 30m on Facebook
    > 14m visit for 25 mins daily
    > 5m aged 35 to 45
    > 52% female
    700m users <
    250m on mobile <
    30bn items shared every month <
    Average 120 friends <
    WORLD
    © TBG Digital 2011
  • 8. > Users per country
    © TBG Digital 2011
  • 9. > 30M+ UK users… How big is that?
    =
    =
    13M
    14M+
    13M
    13M people watch the World Cup Final
    13M people watchthe 1st episode of
    the X-Factor
    14M+ people
    login to Facebook
    every day!
    © TBG Digital 2011
  • 10. > Real people, real identities
    Real people, doing real things
    © TBG Digital 2011
  • 11. >Real Life
    © TBG Digital 2011
  • 12. Why is Facebook important
    to us as a direct seller?
  • 13. > Listen, learn and engage
    © TBG Digital 2011
    > Where do I start?
    Footfall
    Transactions
    Market Share
    Insight
    Loyalty
    Viral
    Global
    Efficiency
  • 14. >People influence people
    Engagement creates your social network where friends meet and talk to you and each other about you
    © TBG Digital 2011
  • 15. > The new word of mouth
    .
    1.6X
    lift in brand recall
    VS
    2X lift in message awareness
    4X
    lift in purchase intent
    © TBG Digital 2011
  • 16. > Laser-guided targeting
    Structured
    Unstructured
    Activities
    Interests
    Music
    TV
    Movies
    Books
    Groups
    Applications
    Connections
    Location
    Age/Birthday
    Gender
    Education
    Workplace
    Relationship
    Sexual Preference
    Language
    © TBG Digital 2011
  • 17. > The volumes are there
    Gaming 1,000 – 1,500 bingo players a month
    Telecoms 1,000 – 4,500 mobile contracts a month
    Retail 8,000 – 12,000 sales a month AOV £65
    Finance 22,000credit card applications a month
    Travel 5,500 internal flights a month (USA)
    © TBG Digital 2011
  • 18. > Everyone’s doing it
    Contracts, Handsets and free SIMs
    Clothing e-commerce
    Chrome browser installs
    New customers
    Credit Card Accounts
    Spend = from €250k to €850k a month
    © TBG Digital 2011
  • 19. > How’s it done?
    2006 to 2010 = Premium ads and Microsoft’s Banners
    2007 to 2009 = Premium ads and self-serve (manually)
    2009 to 2011 = Marketplace ads via API
    > Exclusivelyreach your audience
    > Match Product, Promotion, Price and Place to individuals
    > Collect relevant fans
    > Fan conversion, social selling
    © TBG Digital 2011
  • 20. > Targeting
    • Open matrix
    • 21. Test and Learn
    • 22. Advanced segmentation
    • 23. A blue print for performance
    Poker
    Top Gear
    Manchester
    Single
    HBO
    Male
    28-29
    29-30
    30-31
    32-33
    33-34
    34-35
    35-36
    © TBG Digital 2011
  • 24. > Cost vs. Volume?
    2.
    Age: 30-36
    Gender: Male
    Geo: NW
    k/w: Poker, HBO, Top Gear
    1.
    Age: 32-34
    Gender: Male
    Geo: Manchester
    k/w: Poker
    3.
    Age: 22-40
    Gender: Male
    Geo: UK
    Monthly e.g.
    200 players @ £90
    150 players @ £115
    75 players @ £140
    = 425 players @ £108 average
    © TBG Digital 2011
  • 25. > Optical Express
  • 26. > Advert API - ONE Media Manager
    • One Uses Facebook’s Advert API (alpha)
    • 27. Facilitates Multi Variant testing = Micro-targeting at scale
    • 28. Saves time and builds efficiencies
    • 29. 2 billion ads per day in 65 markets
    • 30. Consistently top 10 Facebook spender, globally.
    © TBG Digital 2011
  • 31. Is it sustainable?
    What’s next?
  • 32. > 2011 - Social by design
    © TBG Digital 2011
  • 33. > What’s “Social by design”?
    © TBG Digital 2011
  • 34. > What’s “Social by design”?
    Don’t think about how you can fit social media into your business…
    Think about how your business can fit into social media…
    © TBG Digital 2011
  • 35. >Some brands already started playing...
    © TBG Digital 2011
  • 36. > 3 key aims
    Build = Collect relevant fans
    Amplify = Viral & Earned media
    Engage = Fan conversion & social selling
    © TBG Digital 2011
  • 37. > 3 key aims
    Build = Collect relevant fans
    Amplify = Provide a great platform
    Engage = Fan conversion & social selling
    © TBG Digital 2011
  • 38. >Acquire relevant fans using their shared info
    Location
    Age/Birthday
    Gender
    Education
    Workplace
    Relationship
    Sexual Preference
    Language
    Activities
    Interests
    Music
    TV
    Movies
    Books
    Groups
    Applications
    Connections
    © TBG Digital 2011
  • 39. > Some simple guidelines
    > The ‘fan gate’
    > A good reason to become a fan
    > Exclusive Facebook offers & content
    > Sensible user journey
    > Keep it simple
    > Content is King
    © TBG Digital 2011
  • 40. > Case Study: Fan Acquisition ‘Virtual Coke’
    Objective:
    • Generate 1,457 Fans at $3.75.
    Approach:
    • Offering virtual coke gifts
    Results:
    • 14M impressions
    • 41. 19,338 fans
    • 42. Cost Per Fan of $0.28.
    Performance
    • 1227% ahead of volume target!
    • 43. 93% below CPF target!
    Fan Acceleration
    Final CPF was 93% Below Target!
  • 44. > Case Study Insight
    Adding Incentive Resulted in a 24% Lower CPF!
  • 45. > Find and grow Brand Advocates
    Campaign objectives
    • Acquire fans using the Entrance campaign
    Approach
    • Thousands of highly targeted ads, aimed at users with a high ‘Social profile’
    • 46. Males between 18-36 yrs.
    • 47. Sponsored Story ads to increase reach and create Brand Advocates.
    Results
    • 250M impressions
    • 48. 112,000 fans
    • 49. Advanced profile targeting and Sponsored Storiesreduced total CPF to 550% below target.
    © TBG Digital 2011
  • 50. > Find and grow Brand Advocates
    © TBG Digital 2011
  • 51. > 3 key aims
    Build = Collect relevant fans
    Amplify = Viral & earned media
    Engage = Fan conversion & social selling
    © TBG Digital 2011
  • 52. >Create a platform where friends meet
    © TBG Digital 2011
  • 53. > Case Study: Viral
    Objective:
    • Generate Fans at $3.75.
    Approach:
    • Use and compare sponsored story ‘like’ ad format versus traditional ad format
    Results
    • 37M impressions
    • 54. 51,278 fans
    • 55. Cost Per Fan of $0.29.
    Performance
    • 1282% above volume target!
    • 56. 92% below CPF target!
    Fan Volumes Were 1282% Above Target!
  • 57. > Case Study Insight
    Sponsored Stories CPF 31% better than Standard Format
  • 58. > 3 key aims
    Build = Collect relevant fans
    Amplify = Viral & earned media
    Engage= Fan conversion & social selling
    © TBG Digital 2011
  • 59. >Value of a Facebook fan
    > On average, fans spend an additional $71.84 on products for which they are a fan, compared to those who are not fans.
    > Fans are 28% more likely than non-fans to continue using the brand.
    > Fans are 41% more likely than non-fans to recommend a fanned product to their friends.
    Source: SocialTRAC™, Value of a Facebook Fan. ©2010 Syncapse Corp. www.syncapse.com
    © TBG Digital 2011
    © TBG Digital 2011
    © TBG Digital 2011
  • 60. >Fan Conversion & Social Selling
    Social wish lists
    Allow your fans to create a social gift list.
    Facebook shop
    Shop within Facebook. Promote top-selling items, and learn from user comments.
    Gift vouchers
    Select your amount, select your Facebook friend and pay. Easy! Redeem online or in shop.
    Check in and reward
    Increase footfall. Reward fans for checking-in into your store, or taking friends along.
    © TBG Digital 2011
  • 61. >Walmart - listening to customers
    LISTEN
    LEARN
    ENGAGE
    ASK
    Deliver the deal if it’s popular among customers
    Does this deal appeal to you?
    Number of ‘Likes’ determines if the deal will become a reality
    © TBG Digital 2011
  • 62. >ASOS – bring the shop to your audience
    © TBG Digital 2011
  • 63. >Sainsbury’s – Exclusive Facebook offer
    > Drive Facebook ad traffic to offer in custom tab
    £15 off £75 shop for new users
    > CPA dropped from 400% above target to 60% below target
    © TBG Digital 2011
  • 64. >Victoria’s Secret - Gift vouchers
    © TBG Digital 2011
  • 65. >Babies R Us - Gift list / wedding pool
    © TBG Digital 2011
  • 66. >Convert fans offline
    A new way to connect with customers
    Reward customers when they check in on Facebook
    • Generate in-store traffic
    • 67. Generate buzz among friends online
    • 68. Build loyalty
    © TBG Digital 2011
  • 69. >Convert fans offline
    Conversion rate for people who actually walk into a store is 20% for retailers and 40%-60% for electronics.
    .
    20%
    60%
    Source: Businessweek, August 2010
    © TBG Digital 2011
  • 70. >Convert fans offline
    See who’s checked in nearby
    And tell your friends where you are and who you’re with
    © TBG Digital 2011
  • 71. >Convert fans offline
    Conversion rate for people who actually walk into a store is 20% for retailers and 40%-60% for electronics.
    .
    20%
    60%
    Source: Businessweek, August 2010
    © TBG Digital 2011
  • 72. >Individual: check in to claim deal
    © TBG Digital 2011
  • 73. >Charity: check in and we’ll donate
    © TBG Digital 2011
  • 74. >Digital loyalty card: collect and claim
    Starlight bar & grill
    © TBG Digital 2011
  • 75. >Social: tag friends with you
    © TBG Digital 2011
  • 76. > What’s the plan?
    Planned roadmap of engagement
    Shops
    Gift vouchers
    Give away promo
    Competition
    Celebrity Page
    Deals & Places
    Deals & places
    Poll
    Win
    Video
    Celebrity
    Poll
    Brand
    Wall posts
    Seasonal promo
    Christmas
    Brand
    Sale
    Charity
    Brand
    Win
    Christmas
    Social ads
    © TBG Digital 2011
  • 77. Still not sure?
    © TBG Digital 2011
  • 78. >It’s only just begun…
    Decca Records rejected the Beatles in 1962 with the comment:
    "Guitar groups are on the way out”
    Social Media has only just started…
    © TBG Digital 2011
  • 79. > About TBG
    > One of three Facebook “alpha” Advertising API Partners; Launched ONE Media Manager in 2009 - a Facebook-specific bid management platform
    > One of the largest purchasers of Facebook Marketplace inventory in the world with more than 2 billion daily impressions at peak
    > 60 specialists in London working exclusively on Facebook campaigns
    > Currently running campaigns for nearly 90 clients in 40 countries
    > Global coverage - offices located in:
    > London
    > Paris
    > Amsterdam
    > Hamburg
    > New York
    > San Francisco
    > Chicago
    © TBG Digital 2011
  • 80. > Some Clients
    © TBG Digital 2011
  • 81. > Need some help?
    Lee Griffin – Lee.Griffin@tbgdigital.com
    Siebren Roorda – Siebren.Roorda@tbgdigital.com
    © TBG Digital 2011