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Facebook Marketing Conference

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Slides from my presentation at #FBMK12 Facebook Marketing Conference at ICO, London, 18th July 2012 with @chinwag @oursocialtimes

Slides from my presentation at #FBMK12 Facebook Marketing Conference at ICO, London, 18th July 2012 with @chinwag @oursocialtimes

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  • JeremyQ&A + PanelBrands – not agencies – cut out ad building 101Light slides – loads of info today
  • 2.7 billion impressions per day2 trillion social objectsDATA CUBE is why FB ADS DO work for TBGWe hold more data than Facebook – heart of TBGGreat for predicting consumerbehaviour
  • TBG Digital uses its proprietary Ads API software,ONE Media Manager to:Create large, complex campaigns quicklyBuild sophisticated targeting strategiesSchedule ads to reduce wastageAutomatically optimize ads in real time
  • Why eve do Facebook ads in the first place?
  • Facebook is the answer?GM cancelled $10m on FBBut – “Can’t Measure”But $1.8bn cant measure
  • Mis-conception – social is cheap and easyITS NOTHard and can be VERY expensiveTBG = successful in reaching the right audience
  • BRANDS are still acting like its 2007OOH up 18% - TV+18% Sky+ (even though email open rates -20%) – still investingI’ve just come through Picc Circus – OOH attetion driversNext time driving – look at 5 closely – 3 txting (yougov)Message to brands… drivers aren’t AWARENESS v CONSIDERATION isn’t good enough
  • Brands treat FB like Google Google = £1 = £1.50Facebook = £?FROM A BAD GOOGLE QUOTE….
  • TO A GOOD GOOGLE QUOTE - Eric Schmidt – Chairman GoogleDinosaurs – 2003 / all time data now every 48 hoursHow stand out???
  • EXCITING = THIS IS WHY FACEBOOK WORKSFB creates “Word of mouth at SCALE”ENGAGEMENT now NOT ACQUISITION – Fix engagement – don’t buy fans1 = 140 = 19,600 = 2.7mMany brands just don’t GET social10,000 fans is a huge number – Yorkshire Tea 115k = 16m - Milupa – 15,000
  • Engagement = 16%? I think it’s probably closer to 10%10,000 fans = 1,600 see a post90% might not see your posts or award winning content (Reach generator?)
  • TBG now no longer take biz if can’t measure – few agenciesSocial NPS – recommend to a friendSurvey / market researchVoaC
  • ROI = Possibly hottest topic we’ll discuss today – misunderstood – RETAIL = SILOS / No ROIInvestment = YOUR fans are NOT worth $136!!!Impressions = Social judged like TV? (aware / consid = brand building objective)Influence – the power to get people to DO thingsInnovation = Creating cool award winning content / PR & + BuzzIgnorance= 81%
  • Brand measuresHeineken discovered via TBG research that 64% of their fans would recommend their product to a friend, compared to 42% of non-fans of the brand – measuring over time is the keyConversionsDELL add tracking to all posts which point externally – allows us to track all conversions from Shares LoyaltyCapital One is personalising credit cards using Facebook photos with a significant increase in spendMedia ValueWalmart is now selling posts to CPG partners. CX Serv. 3.4 more fb than web - promotions
  • Power of a Like 2 – comscoreSkittles 14x more FB than web
  • This graphic = mine = 2.7m impressionsIn my lounge watching NCISSmall guys v big guys (with no budget!)
  • BATTLE between acquisition & engagementCommercial v Customer ServiceWe’re in the story telling businessWhoever tells the best stories goes home with the most marbles
  • Big brand that I can't name….13m+ fans / 50,000 / 2,000 that hold value / influenceThat's 0.17%(Justin = 1.8% on 42m fans)

Transcript

  • 1. Facebook Ads & ROI@Jeremy Waite Head of Social Strategy @TBGDigital © 2012 TBG Digital
  • 2. Introducing TBG Digital 1st 120 24/7 190 650Ads API Partner Social Media Support and Countries Billion to Market Specialists coverage Impressions ServedWorkingfor theseclientsworld-wide © 2012 TBG Digital
  • 3. AdvertisingONE Media Manager – 10,000 ads in 3 minutes © 2012 TBG Digital
  • 4. Acquire the right kind of CustomerSample image optimization for Males 31-40Initial images are agreed with clientThe most valuablevariantsondefined Additional image image is built Images win based are And the process continues until … and launchedon and sector based to target segments CTR, Volume successes for the target CPA data © 2012 TBG Digital
  • 5. Facebook Ad’sDon’t Work? © 2012 TBG Digital
  • 6. • 66% of people follow less than 5 brands• 45% of people who follow brands on Facebook NEVER want to receive marketing messages from them• 96% of people who like a brand, only ever visit their page once © 2012 TBG Digital
  • 7. We’re in the eyeballs business © 2012 TBG Digital
  • 8. © 2012 TBG Digital
  • 9. Your Customers Can’t Hear You© 2012 TBG Digital
  • 10. It’s not an arms race forthe most fans anymore © 2012 TBG Digital
  • 11. Fewer People Are Seeing Your Content Your Facebook Fans Reach Generator POA, 75% to 98% of Fans No user targeting available Restrictions: under 30% organic reach & 500,000+ fans ONE Story Manager Media + License Fee, 48% to 80% of Fans Full user targeting available No restrictions Normal Posts FOC, 16% of Fans No restrictions © 2012 TBG Digital
  • 12. What’s the ROI?Brands that don’tmeasure will fail. © 2012 TBG Digital
  • 13. What’s the ROI of your dog? Return on Investment Return on Impressions Return on Influence Return on Innovation Return on Ignorance© 2012 TBG Digital
  • 14. © 2012 TBG Digital
  • 15. © 2012 TBG Digital
  • 16. © 2012 TBG Digital
  • 17. Bedtime Reading© 2012 TBG Digital
  • 18. + Questions?