© TBG Digital 2011<br />Demystifying Facebook<br />(As a direct response channel)<br />
> The challenge<br />© TBG Digital 2011<br />
> A quick intro…<br />(You’ve heard of it, right?)<br />© TBG Digital 2011<br />
> From this          				(2004)<br />© TBG Digital 2011<br />
> To this<br />© TBG Digital 2011<br />
> You can’t ignore it … embrace it!<br />1,700,000,000<br />700,000,000<br />190,000,000<br />160,000,000<br />100,000,000...
> It’s local too<br />UK<br />> 40m online population<br />> 30m on Facebook<br />> 14m visit for 25 mins daily<br />> 5m ...
> Users per country<br />© TBG Digital 2011<br />
> 30M+ UK users… How big is that?<br />=<br />=<br />13M<br />14M+<br />13M<br />13M people watch the World Cup Final<br /...
> Real people, real identities<br />Real people, doing real things<br />© TBG Digital 2011<br />
>Real Life<br />© TBG Digital 2011<br />
Why is Facebook important<br />to us as a direct seller?<br />
> Listen, learn and engage<br />© TBG Digital 2011<br />> Where do I start?<br />Footfall<br />Transactions<br />Market Sh...
>People influence people<br />Engagement creates your social network where friends meet and talk to you and each other abo...
> The new word of mouth<br />.<br />1.6X<br />lift in brand recall<br />VS<br />2X lift in message awareness<br />4X<br />...
> Laser-guided targeting<br />Structured<br />Unstructured<br />Activities<br />Interests<br />Music<br />TV<br />Movies<b...
> The volumes are there<br />Gaming	     	1,000 – 1,500  bingo players a month<br />Telecoms	1,000 – 4,500  mobile contrac...
> Everyone’s doing it<br />Contracts, Handsets and free SIMs<br />Clothing e-commerce<br />Chrome browser installs<br />Ne...
> How’s it done?<br />2006 to 2010 = Premium ads and Microsoft’s Banners<br />    2007 to 2009 = Premium ads and self-serv...
> Targeting<br /><ul><li>Open matrix
Test and Learn
Advanced segmentation
A blue print for performance</li></ul>Poker<br />Top Gear<br />Manchester<br />Single<br />HBO<br />Male<br />28-29<br />2...
> Cost vs. Volume?<br />2.<br />Age: 30-36<br />Gender: Male<br />Geo: NW<br />k/w: Poker, HBO, Top Gear<br />1.<br />Age:...
> Optical Express<br />
> Advert API - ONE Media Manager<br /><ul><li>One Uses Facebook’s Advert API (alpha)
Facilitates Multi Variant testing = Micro-targeting at scale
Saves time and builds efficiencies
2 billion ads per day in 65 markets
Consistently top 10 Facebook spender, globally. </li></ul>© TBG Digital 2011<br />
Is it sustainable?<br />What’s next?<br />
> 2011 - Social by design<br />© TBG Digital 2011<br />
> What’s “Social by design”?<br />© TBG Digital 2011<br />
> What’s “Social by design”?<br />Don’t think about how you can fit social media into your business…<br />Think about how ...
>Some brands already started playing...<br />© TBG Digital 2011<br />
> 3 key aims<br />Build = Collect relevant fans<br />Amplify = Viral & Earned media<br />Engage = Fan conversion & social ...
> 3 key aims<br />Build = Collect relevant fans<br />Amplify = Provide a great platform<br />Engage = Fan conversion & soc...
>Acquire relevant fans using their shared info<br />Location<br />Age/Birthday<br />Gender<br />Education<br />Workplace<b...
> Some simple guidelines<br />> The ‘fan gate’<br />> A good reason to become a fan<br />> Exclusive Facebook offers & con...
> Case Study: Fan Acquisition ‘Virtual Coke’<br />Objective:<br /><ul><li>Generate 1,457 Fans at $3.75.</li></ul>Approach:...
19,338 fans
Cost Per Fan of $0.28.</li></ul>Performance<br /><ul><li>1227% ahead of  volume target!
93% below CPF target!</li></ul>Fan Acceleration<br />Final CPF was 93% Below Target! <br />
> Case Study Insight<br />Adding Incentive Resulted in a 24% Lower CPF!<br />
> Find and grow Brand Advocates<br />Campaign objectives<br /><ul><li>Acquire fans using the Entrance campaign </li></ul>A...
Males between 18-36 yrs.
Sponsored Story ads to increase reach and create Brand Advocates.</li></ul>Results<br /><ul><li>250M impressions
112,000  fans
Advanced profile targeting and  Sponsored Storiesreduced total CPF to 550% below target.</li></ul>© TBG Digital 2011<br />
> Find and grow Brand Advocates<br />© TBG Digital 2011<br />
> 3 key aims<br />Build = Collect relevant fans<br />Amplify = Viral & earned media<br />Engage = Fan conversion & social ...
>Create a platform where friends meet<br />© TBG Digital 2011<br />
> Case Study: Viral<br />Objective:<br /><ul><li>Generate Fans at $3.75.</li></ul>Approach:<br /><ul><li>Use and compare s...
51,278 fans
Cost Per Fan of $0.29.</li></ul>Performance<br /><ul><li>1282% above volume target!
92% below CPF target!</li></ul>Fan Volumes Were 1282% Above Target! <br />
> Case Study Insight<br />Sponsored Stories CPF 31% better than Standard Format<br />
> 3 key aims<br />Build = Collect relevant fans<br />Amplify = Viral & earned media<br />Engage= Fan conversion & social s...
>Value of a Facebook fan<br />> On average, fans spend an additional $71.84 on products for which they are a fan, compared...
>Fan Conversion & Social Selling<br />Social wish lists<br />Allow your fans to create a social gift list.<br />Facebook s...
>Walmart - listening to customers<br />LISTEN<br />LEARN<br />ENGAGE<br />ASK <br />Deliver the deal if it’s popular among...
>ASOS – bring the shop to your audience<br />© TBG Digital 2011<br />
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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

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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 –&gt; Interest –&gt; Decision –&gt; 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 –&gt; Interest –&gt; Decision –&gt; 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

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