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The Facebook Marketplace - Gain 'Buzz' As Well As Profit from Social Media Campaigns
 

The Facebook Marketplace - Gain 'Buzz' As Well As Profit from Social Media Campaigns

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Presentation by Elliot Connor at the Direct Marketing Association of Singapore event

Presentation by Elliot Connor at the Direct Marketing Association of Singapore event

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    The Facebook Marketplace - Gain 'Buzz' As Well As Profit from Social Media Campaigns The Facebook Marketplace - Gain 'Buzz' As Well As Profit from Social Media Campaigns Presentation Transcript

    • The Facebook Marketplace - Gain BuzzAs Well As Profit from Social MediaCampaigns Eliot Connor
    • Topics 1) Facebook by numbers 2) Why have a Facebook page 3) Why will this enable me to sell more 4) How and why do I advertise to grow this 2
    • Stat AttackFacebook stats 3
    • Facebook Penetration in Asia Country Active Users Internet Users Penetration Singapore 2,970,000 3,658,400 81% Malaysia 12,700,000 16,902,600 75% Philippines 28,000,000 29,700,000 94% Thailand 14,800,000 18,310,000 81% Indonesia 52,200,000 39,600,000 132% Vietnam 4,440,000 29,268,606 15% Australia 11,700,000 17,033,826 69% India 52,600,000 100,000,000 53% Taiwan 12,300,000 16,147,000 76% Japan 12,000,000 99,182,000 12% Hong Kong 4,130,000 4,878,713 85% Korea 9,320,000 39,440,000 24% New Zealand 2,240,000 3,600,000 62% Macau 223,800 280,900 80% Brunei 262,300 318,900 82% Bangladesh 2,850,000 1,735,020 164% Pakistan 6,840,000 20,431,000 33% Total 229,576,100 440,486,965 52% 6
    • …More often than anywhere else Hours spent per person per month 6:35 40% of all time spent on 3:20 the top 10 websites in the world 1:55 2:07 MicrosoftTM YahooTM GoogleTM Facebook Desktop 7
    • Linking Internally1:1 relationships 8
    • Why build a Facebook page? 9
    • Why build a Facebook page? 10
    • People are extremely engaged on Facebook… 85% of people on Facebook are content creators 5.5B stories posted every day (worldwide, average) 11
    • And they’re interacting with each other 180B news feed impressions every day (worldwide, average) 12
    • Your brand can be in the center of this engagement 13
    • …with more real estate than other publishersBreakthrough with bigger ads 2x the size of a 300x250 banner
    • Your brand can be the core of a mobile experience Full screen on mobile 15
    • Use Page Posts in news feed to engage across platforms –wherever people are >10X more engagement with Page posts in the news feed 16
    • The power of social context
    • What is Social Context 18
    • 2 degrees of separation Facebook population Friends of fans Fan base 19
    • Influence people more powerfully and authentically viaword of mouth at scale I just bought this for $300. Check it out! 92% 47% trust word of mouth trust TV, radio & newspaper of friends & family 20
    • Generate higher brand resonance than other online adcampaignsBetter ad recall online average Facebook +98%Greater brand awareness online average Facebook +31 % 21
    • Capture more conversions more effectivelythan the online averageShare of conversions 35% online average lower cost per conversion +192% Facebook 22
    • Drive offline salesIn an analysis of 60+ campaigns on Facebook: 70% had a 3x or greater return on ad spend 23
    • Drive offline salesIn an analysis of 60+ campaigns on Facebook: 70% had a 3x or greater return on ad spend 49% had a 5x or greater return on ad spend 24
    • How do you reach these users
    • Find the right customers with sophisticated ad targeting Demographic • Age • Gender • DMA Social Personal • Likes & interests • City/State/Zip • Friend connections • Birthday • Activity (e.g., check- • Education ins) • Workplace • Intent • Relationship status 26
    • Ad Types • Normally link offsite and consist of Header, Body and Image Standard Ads (only recommended if you don’t have a brand page). Image plus 90 characters of text • Link into the Facebook page, have a "like" button at the Page Posts bottom of the ad. These are purely text up to 90 characters • Shows users a freeze frame of the video with the click going Video Page Posts to an Overlay player. Video (hosted on Facebook or elsewhere) + 90 characters of text • Similar to Video Page Posts but has a static image opposed Photo Page Posts to a video. Image + 90 characters of text 27
    • Ad illustrations Standard Ad Page Post Video Page Post Photo Page Post 28
    • Ad Types Question Page • Allows you to ask a question of the users with 2 of the potential answers visible. 90 characters of text. Posts • Similar to Standard ads allowing you to show an image with Link Page Posts an external link to a website or microsite. Image plus 90 characters of text. • Highlight an event and allow users to put it in their diary to Event Page Posts be reminded of it as it comes around. Image plus 90 characters of text. Sponsored • These can be the most responsive ad on Facebook and enables you to reach friends of existing Fans. Nothing is Stories required apart from access to the brand page to run these. 29
    • Ad Illustrations Question Page Post Link Page Post Sponsored Story Event Page Post 30
    • Use multiple creative More creatives = more variations = more clicks 31
    • Working with Facebook Every plan needs to have a strategy and Facebook has its own platform 1) Create your own brand page to enable users to find out more information and interact with you 2) Create a brand page strategy. What do you want to tell your Fans 3) Link advertising to this page or externally to a website to build a user base 4) Engage with these users over and over again 32
    • Success Stories
    • Electronic Arts generated $4.38 in sales forevery ad dollar spent to launch Battlefield 3 Connect • Gained 1.5M new fans for the page Engage • Page served as campaign hub for 7 months pre- launch – premiered game & exclusive content • Mission App allowed core gamers to earn discount • 800K+ People Talking about This week of launch Influence • $12.1M in incremental sales from Facebook • Generated $4.38 in sales for every $1 spent on Facebook media • Biggest game launch ever for EA 34
    • Best Western drove 20% YOY revenue growthwith their ‘Be a Travel Hero’ campaign Connect • Campaign targeted primarily to adults 25+ and to business travelers based on Likes & Interests Engage • Page posts, sponsored stories, and polls engaged people • Fans logged into ‘Be a Travel Hero’ app and invited friends to join • Saw 12x increase in page engagement Influence • 20% YOY revenue growth (>8 digits) 35
    • Question Time?