1. Supercharging your Brand on Facebook
Eric Ludwig
@thesemninja
Confidential and Restricted. Rosetta Stone Ltd. 2012
2. How We See Ourselves
2
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3. How Your CEO or Client Sees You
3
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4. Maybe We are a Little Crazy (Cyber Monday 2012)
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5. Social as Foundation of Integrated Marketing Vision
Define the outcomes, then focus resources on driving these behaviors.
Desired Outcomes Channel/Primary Purpose
1. Brand Awareness/Max Search/PPC Brand (6)
Share of Voice
Search/PPC Non-Brand (2)
2. Email Lead
3. Product Demo Email (6, 7, 4)
4. Content Dissemination
5. Increase Net Promotion Social (1, 2, 3, 4, 5, 6, 7)
6. Sale Display (1, 2, 3)
7. Loyalty (Renewal,
Reorder) Affiliate (6)
8. Permission to expand Partner (6, 1, 2)
into new product lines
Offline--TV, Print, Kiosk,
Retail (1, 2, 3)
Energize community to pull all others closer to high value outcomes.
Confidential and Restricted. Rosetta Stone Ltd. 2012
6. “Measure what is measurable, and make
measurable what is not so.” -Galileo
1)Act without perfect information
2)Trust the experts. Know which programs
to use and which to avoid
3)Don’t let the internal fights over Social
ownership derail your program
The 1919 photo negative from Eddington of
a solar eclipse, confirming Einstein’s theory.
Confidential and Restricted. Rosetta Stone Ltd. 2012
7. Unlocking ROI—The Early Days
LOOK FOR THE WOBBLES
1)More ViewThrough conversions. (3X to 5X on
top of direct ROI)
2)Higher Search clicks and conversion rate
(especially in Brand campaigns). (.3 to 1.0 ROI)
3)Direct ROM better than all your other Display
media. (Direct ROI .25 to 1.0)
4)Increased lead collection and downstream
conversions through CRM (.30 to 1.0 ROI)
5)Offline sales increases. Nurture this in your HOW KEPLER DETECTS PLANETS
ads, posts and apps. (.1 to .5 ROI) (affect on stars they orbit)
Confidential and Restricted. Rosetta Stone Ltd. 2012
8. Success Can Be Intoxicating
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Confidential and Restricted. Rosetta Stone Ltd. 2012
9. Build a Team of In-house Experts
…and support the team with world-class support
• Quality is the organizing principle, starting with our people
• Find intuitives, empaths
• Imagination is the key to building Mass
• The curation of content and writing skills must be strong
• Testing and analysis expertise a must
• Find experienced people (or teach them necessary skills) that match
your business needs: Direct Response, Brand Building, etc.
Confidential and Restricted. Rosetta Stone Ltd. 2012
10. The Standard Conversion Funnel is Boring
You hold a living, breathing Vortex in your hands.
Confidential and Restricted. Rosetta Stone Ltd. 2012
11. Your Facebook Efforts Map to the Conversion Funnel
Mass: Develop Awareness and
Interest
Engagement: Unlock Desire
(Quality and Timing is Everything!)
Money Flow: Use FB Offers,
FB Custom Audiences & FB Exchange
Confidential and Restricted. Rosetta Stone Ltd. 2012
12. Your Facebook Fan Base is Not One Audience
Every Fan cluster is on their
own time. This affects:
-Engagement (avg “Active” status)
-Your ability to influence their
participation in your Share Graph
-Your rising and falling EdgeRank (and
its impact on SEO)
-Your ability to create Money Flow from
your Fans
Confidential and Restricted. Rosetta Stone Ltd. 2012
14. So Every Action Must be Deliberate
…and have proper $$Value assigned to it
Fan Ads
Feed (Sponsored
Impressions Stories) Sponsored
Posts
Fan Ads
(Targeted) Likes
Shares Engagement
Apps
Drive to Site Response to
Content Comments
New Objects Page Posts &
(FB “Want”) Update
Demo
Free Trial
Promo Apps Offer
Drive to Sale Drive to Sale
(.com assets) (FB Offers,
Exchange)
Confidential and Restricted. Rosetta Stone Ltd. 2012
15. Evaluate Direct and Indirect Attribution
Run full Media Mix modeling and
find correlation from Facebook
everywhere:
-In-store sales
-Call center sales
-Web sales
-Traffic
-Lead collection
-Brand Awareness & NPS
Invest in time teaching your analysis team the new math.
Confidential and Restricted. Rosetta Stone Ltd. 2012
16. Unleash the Energy
Facebook’s new AdTech can transform Direct Attribution overnight.
ROAS for us is now comparable to Brand Search!
Confidential and Restricted. Rosetta Stone Ltd. 2012
18. The War is On and the Battlefield is Set
-Whatever your investment level is
today it’s probably too small
-Remain agile and react to Social
changes (SEOers should be used to
this)
-Prepare for Facebook Search and a
product that competes with AdSense
-Integrate Facebook and your Social
program into everything you do
Confidential and Restricted. Rosetta Stone Ltd. 2012
19. Thank You and Good Luck!
@thesemninja
Confidential and Restricted. Rosetta Stone Ltd. 2012
