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

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