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Facebook Marketing Conference
Facebook Marketing Conference
Facebook Marketing Conference
Facebook Marketing Conference
Facebook Marketing Conference
Facebook Marketing Conference
Facebook Marketing Conference
Facebook Marketing Conference
Facebook Marketing Conference
Facebook Marketing Conference
Facebook Marketing Conference
Facebook Marketing Conference
Facebook Marketing Conference
Facebook Marketing Conference
Facebook Marketing Conference
Facebook Marketing Conference
Facebook Marketing Conference
Facebook Marketing Conference
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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?

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