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“Pown” the Newsfeed: Advanced Marketing on the Facebook Platform
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“Pown” the Newsfeed: Advanced Marketing on the Facebook Platform

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Connected CRM in Paid Social – Using advances in data-driven targeting capabilities to “Pown” the newsfeed. …

Connected CRM in Paid Social – Using advances in data-driven targeting capabilities to “Pown” the newsfeed.

Facebook is no longer just a “like” engine. It’s now a mass reach vehicle that delivers efficiently across a wide variety of audiences, platforms, and marketing objectives.

These facts, coupled with Facebook’s rapidly changing advertising offerings present some challenges -- but more opportunities -- for advertisers to be relevant and effective using data-driven targeting techniques.

From cross-selling existing customers, to prospecting for those most likely to become your next customers, learn the latest techniques incorporating all of the recent advances in Facebook advertising to drive real business results.

Specifically:
• Key changes in Facebook’s core advertising products provide targeted-scale for marketers
• The newsfeed is now for sale – how to ensure your message gets seen
• Bringing your own data to the party - how you can use connected CRM to get razor-sharp targeting and results
• Using the Facebook Exchange as a core component to your remarketing strategy
• Use fresh data and real-time optimization techniques to increase performance

Published in: Marketing, Business, Technology

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  • Title Slide
  • RTB
    REM - $2.50 - $5
    Prospecting $1 – $1.50
     
    FBX
    REM - $1 – $1.50
    Prospecting - $.20 - $.75
  • Title Slide
  • Transcript

    • 1. “Pown” the Newsfeed: Advanced Marketing on the Facebook Platform November  20  -­‐  21,  2013 November  20  -­‐  21,  2013 Presented by: Paul Steketee Head of Paid Social and Emerging Media, Merkle Facebook.com/Steketee @Steketee
    • 2. Merkle - The Customer Relationship Marketing Agency Over 2,000 Employees Globally Driving CRM Outcomes Increased customer value Improved media effectiveness | Improved marketing ROI | Integrating diverse capabilities Through optimizing customer touchpoints POS Phone Site Mobile TV Radio Display Print Social Direct mail Email Our Integrated Digital Media Group Approaching  $300   million  in  managed   media  spend 70%  YOY   revenue  growth 300  experienced  digital  marke2ng  professionals © 2013 Merkle Inc. All Rights Reserved. Confidential 2 100+  Digital  clients Search
    • 3. Vision - Precise and Direct Targeting in Paid Social Media Merkle delivers true customer-centric advertising in social via our deep customer insights and data-driven strategic approach to targeting, buying, and optimizing paid social media. © 2013 Merkle Inc. All Rights Reserved. Confidential 3
    • 4. Merkle’s Approach To Paid Social Targeting Optimization We increase campaign effectiveness with better insight into customers and through our datadriven targeting, better analysis, and better optimization strategies. Customers added to database Digital Targeting model created Models fed into Facebook to target All site Visitors are added to the database via cookie or social login. Previous and recently sold customers are also added to the database along with their purchase information. “High-value” segment customers are flagged and their online behaviors across digital media and channels is analyzed to create a look-alike models. Models implemented into Facebook Custom Audiences to directly target customers and create look-alike models that target best customers based on FB likes/interests. © 2013 Merkle Inc. All Rights Reserved. Confidential 4 Digital attribution identifies what is working Optimization feed closes the loop Analytic process uses algorithmic attribution of conversions across display, search, mobile, and social – beyond lastclick. Based on attribution, media mix, frequency, and cost allowables are all optimized directly into the media platforms
    • 5. Advanced marketing on the Facebook Platform Advanced marketing on the Facebook platform The products & results How to take advantage of the opportunity The Opportunity The Results The Roadmap © 2013 Merkle Inc. All Rights Reserved. Confidential 5
    • 6. Facebook is Applying Focus to Direct Marketing Share              Like Facebook  Ad Better price and response Most Inventory Best Targeting Website In  store Facebook  Ad © 2013 Merkle Inc. All Rights Reserved. Confidential 6
    • 7. The Facebook Opportunity Reach Facebook has become the publisher/platform with the largest reach Targeting Facebook is building tools to enable best consumer level targeting available online Tracking Facebook has overcome the tracking hurdles associated with cookies © 2013 Merkle Inc. All Rights Reserved. Confidential 7 Innovative Formats Facebook has a wealth of innovative ad products
    • 8. Facebook’s Reach is Massive Across all age demos Facebook reaches 1.19 Billion (online users globally) 73% of US active online users Source:  Facebook  Q1  Earnings  Call,  Comscore,  Key  Metrics,  February  2013 © 2013 Merkle Inc. All Rights Reserved. Confidential 8 Source:  Comscore  for  the  Month  of  April  2013
    • 9. Facebook leads the space in total page views and time spent among total internet audience Total Page Views and Time Spent (total internet audience) 80,000 140,000 70,000 120,000 60,000 100,000 50,000 80,000 40,000 60,000 30,000 40,000 20,000 20,000 10,000 Total Views (MM) 9 os oft Mi cr Tw itte r st ter e Total Minutes (MM) Source:  Comscore,  Key  Metrics,  February  2013 © 2013 Merkle Inc. All Rights Reserved. Confidential Pin az on Am AO L e Tu b Yo u Ya ho o oo eb Fa c Go og le 0 k 0
    • 10. Facebook engagement continues to increase U.S.  desktop  users   spend  and  average  of   around  6  hours  every   month  on  Facebook U.S.  mobile  users  spend   and  average  of  around                                         14  hours  every                                         month  on  Facebook *  Data  gathered  from  Comscore  January  2013 © 2013 Merkle Inc. All Rights Reserved. Confidential 10
    • 11. From Cookie Based to Identifiable IDs 3rd Party Cookie Unique ID Mobile & tablet tracking challenges Cross device tracking Cookie deletion Accurate Browser opt out (threat) Persistent © 2013 Merkle Inc. All Rights Reserved. Confidential 11
    • 12. Facebook Advertising - The Products and Results Advanced marketing on the Facebook platform The products & results How to take advantage of the opportunity The Opportunity The Results The Roadmap © 2013 Merkle Inc. All Rights Reserved. Confidential 12
    • 13. Facebook Targeting Products - Recent Advances Facebook  NaKve Older • Facebook  Data Like  -­‐  Comment  -­‐  Share © 2013 Merkle Inc. All Rights Reserved. Confidential 13
    • 14. Facebook Targeting Products - Recent Advances Facebook  Exchange March  2012 Facebook  NaKve Older Like  -­‐  Comment  -­‐  Share • Facebook  Data Like  -­‐  Comment  -­‐  Share © 2013 Merkle Inc. All Rights Reserved. Confidential 13 • Marketer   Anonymous  Data
    • 15. Facebook Targeting Products - Recent Advances Facebook  Custom  Audiences September  2012 Like  -­‐  Comment  -­‐  Share • Marketer  Known   Data Facebook  Exchange March  2012 Facebook  NaKve Older Like  -­‐  Comment  -­‐  Share • Facebook  Data Like  -­‐  Comment  -­‐  Share © 2013 Merkle Inc. All Rights Reserved. Confidential 13 • Marketer   Anonymous  Data
    • 16. Facebook Targeting Products - Recent Advances Facebook  Custom  Audiences  &  Lookalikes March  2013 Facebook  Custom  Audiences September  2012 Marketer    Known     Data    +  Facebook     data • Like  -­‐  Comment  -­‐  Share • Marketer  Known   Data Facebook  Exchange March  2012 Facebook  NaKve Older Like  -­‐  Comment  -­‐  Share • Facebook  Data Like  -­‐  Comment  -­‐  Share © 2013 Merkle Inc. All Rights Reserved. Confidential 13 • Marketer   Anonymous  Data
    • 17. Facebook Targeting Products - Recent Advances Facebook  3rd  Party  Data  Partners April  2013 Facebook  Custom  Audiences  &  Lookalikes March  2013 Facebook  Custom  Audiences September  2012 Marketer    Known     Data    +  Facebook     data • Like  -­‐  Comment  -­‐  Share • Marketer  Known   Data Facebook  Exchange March  2012 Facebook  NaKve Older Like  -­‐  Comment  -­‐  Share • Facebook  Data Like  -­‐  Comment  -­‐  Share © 2013 Merkle Inc. All Rights Reserved. Confidential 13 • Marketer   Anonymous  Data
    • 18. Facebook Exchange Versus Display RTB Outcomes • agd FBX has a 79% lower cost per quote than RTB, driven by key levers: • The inventory is both highly incremental (only 5% overlap with RTB), and available at higher frequency • The inventory is less expensive, CPMs are 60% lower than RTB. • The inventory is 92% more responsive than RTB line items. RTB  Environment   (72%  users) Frequency  =1.4 FBX   (23%   users) Freq=3.4 %  Contribution FBX  Scale 41% 49% 36% 10% Pilot 5%  RTB  +  FBX   Freq=9.4 © 2013 Merkle Inc. All Rights Reserved. Confidential 54% 61% 59% 20% January February 38% 22% Budget 14 55% 45% March Quotes 67% 66% 30% April Sales
    • 19. Facebook Custom Audiences Versus Interest-Based Targeting Outcomes • Match rates 3X higher than open web • Find Rate 5X higher • 500% more efficient versus demographic targeting • LookaLike Models consistently most efficient form of prospecting © 2013 Merkle Inc. All Rights Reserved. Confidential 15
    • 20. Newsfeed Versus Marketplace Performance Outcomes • 34x Higher CTR •  1 - 5% CTR consistently •    CPA  63%  more  efficient 47.5 Marketplace 34.7 Newsfeed 17.5 0.75 0.37 CTR   Spend   eCPM © 2013 Merkle Inc. All Rights Reserved. Confidential Resp.  Rate CPA Newsfeed 16 Marketplace
    • 21. “Pown” the Newsfeed - New Larger Image formats Newsfeed Ads - Facebook • New large image formats allows much more engaging/clickable image • Page Post Photo ads drive high intenders © 2013 Merkle Inc. All Rights Reserved. Confidential 17
    • 22. “Pown” the Newsfeed - Link Posts with Expanded Clickable Area Newsfeed Ads - Facebook • New Link Page Post Format allows much more engaging/clickable image • 5X improved CTRs and higher 3X higher click to visit ratio Save $40 & get over $200 in entertainment & productivity tools. Free shipping included! Galaxy Note 8.0 Free shipping included Work. Life. Balanced. www.samsung.com The Galaxy Note 8.0 is the tablet that’s custom-fit to your life. With the integrated S Pen™ it combines on-the-go productivity, with the ability to multitask and even control television. © 2013 Merkle Inc. All Rights Reserved. Confidential 18
    • 23. “Pown” the Newsfeed - Link Page Posts for Retargeting Use Cases: • Site Shopper/Browser • Abandoned Cart • Dynamic product displays developing • Seamlessly integrate with general display targeting © 2013 Merkle Inc. All Rights Reserved. Confidential 19
    • 24. Facebook Advertising - How To Take Advantage of the Opportunity Direct response marketing on the Facebook platform The products & results How to take advantage of the opportunity The Opportunity The Results The Roadmap © 2013 Merkle Inc. All Rights Reserved. Confidential 20
    • 25. Engagement Playbook 1 Identify: Objectives for Facebook Facebook media plan Objectives Prospecting Objective CrossSell, Upsell Retention 2 Target: Use data to inform your targeting strategies 3 Optimize: messaging, format, target audience based on analytics © 2013 Merkle Inc. All Rights Reserved. Confidential Placements/ Formats Page Posts RHS FBX/API Facebook Native Interests Geo & Demo Audience Sets Partner Category Targeting High Purchase Intent Custom Audiences (CRM) Target or Surpress High Value Segments Look-A-Like Models Connected  CRM  Pla.orm Optimization Loop Offline Media database Online Media database cR CRM database 21
    • 26. THANK YOU! November  20  -­‐  21,  2013 November  20  -­‐  21,  2013 Paul Steketee Head of Paid Social and Emerging Media, Merkle Facebook.com/Steketee @Steketee