Performance Marketing and Facebook
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Performance Marketing and Facebook

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    Performance Marketing and Facebook Performance Marketing and Facebook Presentation Transcript

    • Performance
      In
      Sanjit Atwal
      UK Network Director
      TradeDoubler
      David Parfect
      Head of Sales
      Facebook
      Mike Tompkins
      Chief Technical Officer
      Top CashBack
      Lee Griffin
      Commercial Director
      TBG London
    • |Performance
      In Facebook|
      The Google Gamble…
      Facebook Social Plug-ins
      Top CashBackCase Study
      TBG London & Facebook advertising
      Influence Targeting
    • |Performance
      In Facebook|
      Everyone in this room…and then some!
      Population:
      Sanjit Atwal
      UK Network Director
      TradeDoubler
    • |Performance
      In Facebook|
      Vs
      42%
      • Average percentage of traffic 10 top UK affiliates are receiving from Google
      100%
      • Percentage of top 5 search affiliates who received a ‘Google slap’ in the last 18 months
      Alexa, August 2010
    • |Performance
      In Facebook|
      Utilising Facebook Social Plug-ins in Affiliate | Case Study
      Mike Tompkins
      Chief Technical Officer
      Top CashBack
    • |Performance
      In Facebook|
      More recently, we have utilised Facebooks new Social Plugins
      Top Cashback Embracing
      Social Interaction
    • |Performance
      In Facebook|
      Increase Member BaseThrough a new distribution channel, as well as brand awareness, we can increase acquisition of members via referral links from Facebook users profile pages.
      Increase Trust As our site is free, having an independent community ‘Liking’ our site and particularly friends of people browsing our site, it re-assures users of its legitimacy.
      Increase ConversionsUsers seeing a ‘like count’ helps to drive further interest in an offer, increasing sales and adding value for our merchant partners.
      Goals for using the plugins
    • |Performance
      In Facebook|
      Like Box – a no-brainer !- Adds a ‘Trust’ element to our site
      - Re-enforces our testimonials- Enables independent inbound referrals
      - Takes just minutes to integrate
      Homepage ‘Like Box’ Benefits
    • 1) Like Button Provides
      - Recommendation Element- Community Feel
      4.3%
      2) Clickthrough
      Rate Increase
      BUY
      4) Extra Distribution Channel Leads to increased referrals and sales
      4.4%
      3) Transactions
      Increase in number
      of members purchasing
      |Performance
      In Facebook|
    • |Performance
      In Facebook|
      During a three week split test period, we have experienced an average of 3.4% increase in transactions for a selection of 8 merchants, as well as acquiring new members through ‘like’ referrals. This in itself is a positive result for the small investment required.
      However, what do our users think of merchant offers which currently have a zero or low ‘like’ count?
      Our next stage is to further test the impact of those merchant pages. Perhaps it will be determined that the ‘Like button’ should be shown only for more ‘newsworthy’ offers and promotions?
      +ve and -ve
    • |Performance
      In Facebook|
      We’ve found ways that the social plugins can benefit our business. I do however feel we’re in the early stages of optimising the returns.
      As there are many types and ways to integrate social media – each site has to find the way and areas in which social sites best interact with your users to provide a positive benefit.
      Conclusion
    • |Performance
      In Facebook|
      Influence Targeting| Increasing Conversion Rates
      Sanjit Atwal
      UK Network Director
      TradeDoubler
    • |Performance
      In Facebook|
      Geo targeting
      Behavioural targeting
      Social targeting
      Contextual targeting
      Re-targeting
      90% of online consumers trust recommendations from people they know
    • |Performance
      In Facebook|
      • Slow start with early adopters influencing change
      • Product sales pick up during mid-term
      • Adoption levels off after time
      Product adoption
      By boosting early adoption through key influencers, sales can increase market share quicker
      Time
    • |Performance
      In Facebook|
      1) Incentivise affiliates to identify key influencers through Facebook social plug-ins
      2) Provide strategic offers to selected demographics to increase early adopter ‘multiplication’ rate
      Take more market share and build a more balanced and scalable future for your affiliate programme!!!
      Conclusion
    • |Performance
      In Facebook|
      Questions?