Creativity. More important in advertising than ever before. Facebook Global Sales Conference May 12, 2009 © 2009 Basement, Inc.

Facebook Global Sales Conference

May 12, 2009

The most powerful messaging a brand can have © 2009 Basement, Inc.

OUTLINE Social media creative has to be good Media platforms need to support creative Creative measurement and optimization are key © 2009 Basement, Inc.

Social media creative has to be good

Media platforms need to support creative

Creative measurement and optimization are key

Social media creative has to be good © 2009 Basement, Inc.

Bad paid media can still produce positive numbers © 2009 Basement, Inc.

Bad social media is unforgiving From Bad To Worse © 2009 Basement, Inc.

“ We may be ahead of some of our competitors. But we’re most definitely behind consumers.” - Simon Clift, CMO, Unilever © 2009 Basement, Inc.

How do we avoid this and keep clients spending on social media? © 2009 Basement, Inc.

3 factors to good creative Strategic Input Concept Development Execution/Production © 2009 Basement, Inc.

Strategic Input

Concept Development

Execution/Production

A lot of ideas are generated in the Concepting stage © 2009 Basement, Inc.

Any one of those ideas can be selected and sold, BUT ... © 2009 Basement, Inc. Agencies must answer two questions as early as possible: Are there potential tech issues with any of the ideas? Will anything have changed by launch date?

Agencies must answer two questions as early as possible:

Are there potential tech issues with any of the ideas?

Will anything have changed by launch date?

Media and technology platforms need to support concept development © 2009 Basement, Inc.

Consider a Facebook app with multiple interactions © 2009 Basement, Inc.

Facebook campaigns have a lot of moving parts © 2009 Basement, Inc.

It's tough to hit a curve ball A year ago, agencies were selling and building widgets. © 2009 Basement, Inc.

It would be great to see what's coming around the corner © 2009 Basement, Inc.

Suggestions Address the Creative community the same way you do media planners and app developers A technical specs doc written from a UX perspective Start a FB group or Wiki Video tutorials for Facebook campaign flows IM or chat tech support © 2009 Basement, Inc.

Address the Creative community the same way you do media planners and app developers

A technical specs doc written from a UX perspective

Start a FB group or Wiki

Video tutorials for Facebook campaign flows

IM or chat tech support

Creative measurement and optimization are key across the campaign © 2009 Basement, Inc.

Money is coming to online because it's accountable © 2009 Basement, Inc. But CMOs are hesitant about social

The social media sweet spot Turn impressions and visits into endorsements © 2009 Basement, Inc.

A social network’s paid media advantage Familiar, comfortable environment Preferred format for content delivery Convenient sharing © 2009 Basement, Inc.

Familiar, comfortable environment

Preferred format for content delivery

Convenient sharing

Current online brand experience flows are very trackable © 2009 Basement, Inc.

Facebook presents a similar range of interwoven touchpoints © 2009 Basement, Inc.

What do we want to know about a campaign ... Response rate Visit rates for all exposed to the communication Reveals if concept/proposition is of interest. KPI: Cost Per Visit Engagement rate Complex and varied, but highly informative Reveals impact of experience and caliber of concept execution. KPI: Time of engagement, sharing, downloading Conversion rate The ultimate metric. How the overall campaign will be evaluated. KPI: Cost Per Sale © 2009 Basement, Inc.

Response rate

Visit rates for all exposed to the communication

Reveals if concept/proposition is of interest.

KPI: Cost Per Visit

Engagement rate

Complex and varied, but highly informative

Reveals impact of experience and caliber of concept execution.

KPI: Time of engagement, sharing, downloading

Conversion rate

The ultimate metric. How the overall campaign will be evaluated.

KPI: Cost Per Sale

It's a pretty straight-forward proposition A more trackable social media component Easier to prove and improve the added value A higher value for the paid media counterpart © 2009 Basement, Inc.

A proven impact will solve this © 2009 Basement, Inc.

Creativity. More important in advertising than ever before. Doug Schumacher Founder/Creative Director Basement, Inc. Basement-inc.com DougSchumacher.com http://www.facebook.com/home.php#/profile.php?id=550210060&ref=profile © 2009 Basement, Inc.