Facebook in the marketing mix

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Facebook in the marketing mix

  1. Facebook in theMarketing mixPresented by Jon Harvey and Josh Smith
  2. Today‘s Agenda Why care? Optimise pages for Search Facebook performance media Facebook in the marketing mix
  3. 400m Active Users* 50% of users return dailyAverage session time 25 mins 100m Active mobile users *Active Users have logged onto the site and interacted once or more in the last 30 days
  4. Facebook Pages
  5. Facebook Pages – content ‗Hub‘ for brands Create unique dialogue between brand & audience Drive Fans & Post Develop deeper Create a 2-way directly into their relationship with dialogue Newsfeeds consumers
  6. Fan page will be the hub for allcommunications Update status Tabs for rich content Wall for brand and user communicationBuild a fan base
  7. Use the Wall to communicate with fans Skittles Fan Page Fan‘s homepage Use Wall updates to add value to user experience on Facebook, and to have a two way dialogue
  8. Marks & Spencers customer dialogue Marks & Spencer‘s are Historical editorial & celebrating their 125th competition anniversary on promotions provide Facebook compelling sharable content to users Targeted ‗Become a Fan‘ Ads on actively drive fans – M&S have changed targeting to a younger audience in response to the profile data of their fanbase A user in the US says she misses M&S in the US – M&S has been able to inform these users about the online service that can be M&S has created a direct accessed via the web dialogue with its customers on Facebook. Using Homepage Ads, the store has been able to drive over 100,000 fans, 1000‘s of competition entries & real- time conversation with Using The Wall M&S have generated a 2-way dialogue with their customers users as far afield as revealing just how enthusiastic users Toronto & Islamabad are about the brand
  9. Insights of your fans Top Interests Top TV Shows Top Movies Top Music Music Friends Pulp Fiction Stereophonics Reading Family Guy Fight Club Oasis Shawshank Football Simpsons Killers Redemption Travelling Lost Snatch Coldplay Movies Heroes Dirty Dancing Muse
  10. 6 Key SEO Strategies everyFacebook Page owner shouldknow
  11. 1 Page name – be authentic, in line with Facebook Profiles2 Info and about tab – pack them to get yourself found3 Link out to as many relevant sites as possible
  12. Broaden how you can be found by putting relevant4 descriptions on photos and events5 Drive to your Facebook page from your other online properties. This will increase fans and traffic6 Don‘t be afraid to advertise for fans – this is the biggest factor for most successful pages
  13. Facebookperformancemedia
  14. Facebook users with ‗camping‘, ‗hiking‘, and ‗climbing‘ in their profile 1,711,760 Searches for ―tents‖ 135,000
  15. Views from the market Rob Horler, MD of media agency Carat UK, said, ―Facebook is proving to be a formidable part of the direct response schedule, primarily because of its scale and volume.‖Simon Mansell, MD of TBG — is using a Facebook API and has recentlywon the Vodafone direct response account — said some of its clients wereshifting spend from paid search to Facebook.―Where we manage both channels, we generally getbetter value from Facebook than Google, and for our threebiggest clients we get greater volumes on Facebook,‖
  16. Active user growth in the U.K. 25M 20M 15M Over 23 million 10M 11 Million Daily 5M M 2008 2009 A S A A S A A S M M M M M N D N D F F O O O J J J J J J J JSource: Facebook internal data, December 2009
  17. Dedicated Ad position 100 billion Ad Space monthly Unit impressions
  18. Huge opportunity to target and optimiseBut lots of complexity too… Country School City or Town College Age Relationship Gender Workplace Interests Page Activities Group Music Languages Books Birthdays TV Shows Time Education Connections Applications
  19. Step one:  18-39 age range UK  220 lines for 48 hours (weekdays)  CPM may give you a more even testCreative 1 Creative 2 Creative 3 Creative 4 Creative 5 M 18 F 18 M 18 F 18 M 18 F 18 M 18 F 18 M 18 F 18 M 19 F 19 M 19 F 19 M 19 F 19 M 19 F 19 M 19 F 19 M 20 F 20 M 20 F 20 M 20 F 20 M 20 F 20 M 20 F 20 M 21 F 21 M 21 F 21 M 21 F 21 M 21 F 21 M 21 F 21 M 22 F 22 M 22 F 22 M 22 F 22 M 22 F 22 M 22 F 22 M 23 F 23 M 23 F 23 M 23 F 23 M 23 F 23 M 23 F 23 M 24 F 24 M 24 F 24 M 24 F 24 M 24 F 24 M 24 F 24 M 25 F 25 M 25 F 25 M 25 F 25 M 25 F 25 M 25 F 25 M 26 F 26 M 26 F 26 M 26 F 26 M 26 F 26 M 26 F 26 M 27 F 27 M 27 F 27 M 27 F 27 M 27 F 27 M 27 F 27 M 28 F 28 M 28 F 28 M 28 F 28 M 28 F 28 M 28 F 28 M 29 F 29 M 29 F 29 M 29 F 29 M 29 F 29 M 29 F 29 M 30 F 30 M 30 F 30 M 30 F 30 M 30 F 30 M 30 F 30 M 31 F 31 M 31 F 31 M 31 F 31 M 31 F 31 M 31 F 31 M 32 F 32 M 32 F 32 M 32 F 32 M 32 F 32 M 32 F 32 M 33 F 33 M 33 F 33 M 33 F 33 M 33 F 33 M 33 F 33 M 34 F 34 M 34 F 34 M 34 F 34 M 34 F 34 M 34 F 34 M 35 F 35 M 35 F 35 M 35 F 35 M 35 F 35 M 35 F 35 M 36 F 36 M 36 F 36 M 36 F 36 M 36 F 36 M 36 F 36 M 37 F 37 M 37 F 37 M 37 F 37 M 37 F 37 M 37 F 37 M 38 F 38 M 38 F 38 M 38 F 38 M 38 F 38 M 38 F 38 M 39 F 39 M 39 F 39 M 39 F 39 M 39 F 39 M 39 F 39
  20. Facebook Bulk UploaderAllows you to upload multiple adverts at once What the bulk uploader delivers: •One-stop shop to easily create, target, edit, and track ads •Accessible to anyone – best first experience with Facebook Ads •Drives down the price of media through optimisation •More cost-effective media •Better conversion rates than generic ASUs •Allows you to buy, manage and optimise big campaigns •Gives full control over all aspects of the campaign •Gain detailed reporting based on response
  21. Optimizing Facebook AdsBetween an art and a science Creative Optimization Performance Analysis Finding the right image Title and copy optimization Targeting the right users Understanding Creating social actions clicks, conversions, and pricing
  22. Future Consideration: Facebook Ads APIAPI allows you to do anything you can do on theAds Manager, but nothing more.However:•Programmatic access to all the functionality in AdsManager•Implement business rules automatically, rather thanblocking on manual updates•Build tools for internal or external use•Create cross-channel dashboards•Currently in beta testing; rolling out more broadlyover the next few months
  23. Facebookin the Marketing mix
  24. A truly global 2 way marketing platform BRAND
  25. We do 3 simple things for marketersFacebook Ads Facebook Pages InnovationsDrive traffic on & Build Fans & Facebookoff of Facebook communicate Connect, Applicatio directly with them ns & new Ad products
  26. A central ‗Hub‘ for COI campaignsFacebook Pages as ‗Hubs‘ to drive & measure social change Facebook Ads Search FRANK website TV campaign User generated content Press campaign
  27. Summary 11m engaged Users 100 Billion + Impressions Efficient and scalable Contact Facebook to discuss
  28. Creative and Testing
  29. Optical Express: where we were...
  30. Tesco.com: where we are now…
  31. Optical Express: where we were...
  32. Optical Express: where we are now…
  33. Refresh your creativeOur users spend an average 25 minutes a day on Facebook, so refreshingcreative is needed to avoid burn out and to maintain a good CPAEngagement week 1 week 2 week 3 week 4 week 5 week 6 Ad #2 Ad #1 Ad #3
  34. Search campaign onfacebook
  35. Facebook campaign on Facebook
  36. Applications

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