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ul                                     po werf                            the most seen...                                ...
3.5 YR OLD COMMUNITY          494,000+ FANS REACHING 13,000 CONSUMERS DAILYGENERATING 1,200 INTERACTIONS DAILY
THE	  THIS	  IS	  WHO	  I	  AM.	          PROJECT	  
REASON 1	  	  	  
REASON 1       	         	  	                    TARGETING       ACQUISITION	          FREQUENCY                  INFLUENC...
REACH 1	  	  	  
REACH 1            	   TRADITIONAL	  	     FACEBOOK ASSUMPTION             GRANULARNOT DEFINITIVE          QUALIFIED
REACH 1	  	  	  
REACH 1              	  TRADITIONAL   	  	     FACEBOOK CPA OF                   CPA OFAQUISITION               AQUISITION...
REACH 1	  	  	  
REACH 1           	  TRADITIONAL	  	      FACEBOOKDROVE 21% OF          DROVE 37% OF  INSTORE               INSTORE   TRAF...
REACH 1	  	  	  
REACH 1             	   TRADITIONAL 	  	       FACEBOOKSAME MESSAGE               DIFFERENT AT HIGH FREQ.           MESSAG...
REASON 2	  	  	  
REASON 2  	    	  	  DIRECT CONTACT   EXPOSURE    FEEDBACK  OPTIMISATION
ENGAGEMENT   2	  	  	  
ENGAGEMENT      2              	                	  	  TRADITIONAL                FACEBOOKVERY LITTLE              DIRECT L...
ENGAGEMENT 2	  	  	  
ENGAGEMENT 2           	  TRADITIONAL	  	       FACEBOOK                        CONSUMERSMALL EARNED             ACTIONS  ...
ENGAGEMENT 2	  	  	  
ENGAGEMENT 2           	             	  	   TRADITIONAL            FACEBOOK    FOCUS                INSTANT   GROUPS      ...
ENGAGEMENT 2	  	  	  
ENGAGEMENT 2             	               	  	   TRADITIONAL               FACEBOOK                          CHANGE ISCHANG...
REASON 3	  	  	  
REASON 3	  	  	      DATAOPTIMISATIONCONVERSION     ROI
TRANSPARENCY 3	  	  	  
TRANSPARENCY 3           	             	  	  TRADITIONAL               FACEBOOKMEDIA BUYERS            REALTIME DATAASSUMP...
TRANSPARENCY 3	  	  	  
TRANSPARENCY 3           	             	  	  TRADITIONAL               FACEBOOKLOW CHANCE                ABILITY TO TO OPT...
TRANSPARENCY 3	  	  	  
TRANSPARENCY 3           	             	  	  TRADITIONAL               FACEBOOK$1 AD SPEND              $1 FB BUDGET GENER...
TRANSPARENCY 3	  	  	  
TRANSPARENCY 3          	            	  	  TRADITIONAL              FACEBOOKCALCULATED                        CALCULATED B...
TRADITIONAL              	                	  	   REACH        ENGAGEMENT      TRANSPARENCY1. LOOSELY       1.ONE WAY    1....
FACEBOOK              	                	  	   REACH        ENGAGEMENT       TRANSPARENCY1. GRANULAR      1. TWO WAY     1....
 	  	  
3 TIPS              	  START SMALL   	  	                           COMPARE   USE PROOF USE SMALL                         ...
 	  	             CATHERINE TAOUK MIKE WATKINS
FACEBOOK - LIKE IT OR NOT!
FACEBOOK - LIKE IT OR NOT!
FACEBOOK - LIKE IT OR NOT!
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FACEBOOK - LIKE IT OR NOT!

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  • I would hazard that the incremental spend on FB is ROI regressive, such that the point at which FB spend equals traditional spend, the ROIs are a lot more comparable.
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  • Hey Mike, I would be interested to see more data from slide 33, the ROI of Facebook is extraordinary. What more info do you have about this?
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Transcript of "FACEBOOK - LIKE IT OR NOT! "

  1. 1. ul po werf the most seen... r be c ome has eve ok has worl d bo e face g tool thWhy rketin ma
  2. 2. 3.5 YR OLD COMMUNITY 494,000+ FANS REACHING 13,000 CONSUMERS DAILYGENERATING 1,200 INTERACTIONS DAILY
  3. 3. THE  THIS  IS  WHO  I  AM.   PROJECT  
  4. 4. REASON 1      
  5. 5. REASON 1       TARGETING ACQUISITION   FREQUENCY INFLUENCE  
  6. 6. REACH 1      
  7. 7. REACH 1   TRADITIONAL     FACEBOOK ASSUMPTION GRANULARNOT DEFINITIVE QUALIFIED
  8. 8. REACH 1      
  9. 9. REACH 1  TRADITIONAL     FACEBOOK CPA OF CPA OFAQUISITION AQUISITION $6.00 $0.50
  10. 10. REACH 1      
  11. 11. REACH 1  TRADITIONAL     FACEBOOKDROVE 21% OF DROVE 37% OF INSTORE INSTORE TRAFFIC TRAFFIC
  12. 12. REACH 1      
  13. 13. REACH 1   TRADITIONAL     FACEBOOKSAME MESSAGE DIFFERENT AT HIGH FREQ. MESSAGES AT HIGH HIGH FREQ. LOW CONSUMER CONSUMER IMMUNITY. IMMUNITY.
  14. 14. REASON 2      
  15. 15. REASON 2      DIRECT CONTACT EXPOSURE FEEDBACK OPTIMISATION
  16. 16. ENGAGEMENT 2      
  17. 17. ENGAGEMENT 2      TRADITIONAL FACEBOOKVERY LITTLE DIRECT LINE TO CONSUMERS PASSIVE ONE WAY ACTIVE TWO WAY
  18. 18. ENGAGEMENT 2      
  19. 19. ENGAGEMENT 2  TRADITIONAL     FACEBOOK CONSUMERSMALL EARNED ACTIONS MEDIA = POTENTIAL. EARNED MEDIA AMPLIFICATION
  20. 20. ENGAGEMENT 2      
  21. 21. ENGAGEMENT 2       TRADITIONAL FACEBOOK FOCUS INSTANT GROUPS CONSUMER HIGH COST FEEDBACK LENGTHY ACTIONABLEOBJECTIONABLE IMMEDIATELY
  22. 22. ENGAGEMENT 2      
  23. 23. ENGAGEMENT 2       TRADITIONAL FACEBOOK CHANGE ISCHANGE BASED FASTER ASON FEEDBACK FRESH DATA ISTAKES TIME AS CONSISTENTLYDATA IS LIMITED AVAILABLE
  24. 24. REASON 3      
  25. 25. REASON 3       DATAOPTIMISATIONCONVERSION ROI
  26. 26. TRANSPARENCY 3      
  27. 27. TRANSPARENCY 3      TRADITIONAL FACEBOOKMEDIA BUYERS REALTIME DATAASSUMPTION OF CAMPAIGN OF POST REACH, CAMPAIGN ENGAGEMENT IMPACT. & EXPOSURE.
  28. 28. TRANSPARENCY 3      
  29. 29. TRANSPARENCY 3      TRADITIONAL FACEBOOKLOW CHANCE ABILITY TO TO OPTIMISE FULLY OPTIMISE ONCE MEDIA MEDIACAMPAIGN IS CAMPAIGNS IN LIVE REALTIME
  30. 30. TRANSPARENCY 3      
  31. 31. TRANSPARENCY 3      TRADITIONAL FACEBOOK$1 AD SPEND $1 FB BUDGET GENERATES = $192 IN $1.5 IN TOTAL SPENDINSTORE AND INSTORE ANDONLINE SALES ONLINE ROI = 150% ROI = 1,920%
  32. 32. TRANSPARENCY 3      
  33. 33. TRANSPARENCY 3      TRADITIONAL FACEBOOKCALCULATED CALCULATED BY MEDIA BY REALTIME, BUYER. HARD DATA.SUBJECTIVE.
  34. 34. TRADITIONAL       REACH ENGAGEMENT TRANSPARENCY1. LOOSELY 1.ONE WAY 1. SPECULATIVE TARGETED. 2. FOCUS DATA2. PASSIVE. GROUPS 2. LOW 3. LOW 3. LOW CONVERSION.INFLUENCE EARNED MEDIA 3. NO CONTROL
  35. 35. FACEBOOK       REACH ENGAGEMENT TRANSPARENCY1. GRANULAR 1. TWO WAY 1. HARD DATA TARGETING 2. INSTANT 2. HIGH 2. ACTIVE FEEDBACK CONVERSION 3. HIGH 3. HIGH 3. FULL INFLUENCE EARNED MEDIA CONTROL
  36. 36.      
  37. 37. 3 TIPS  START SMALL     COMPARE USE PROOF USE SMALL USE THE COMPARE ‘TEST’ FB COMPARISION RESULTS FROM BUDGET TO ‘TEST’ WITH AS A CASE TO GENERATE TRADITIONAL INCREASE FBRESULTS AND MEDIA RESULTS. BUDGET. DATA.
  38. 38.       CATHERINE TAOUK MIKE WATKINS
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