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Facebook: 2013's Changes to your 2014 Strategy

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New Facebook Insights, changes to Facebook ad types, the end of the mysterious “PTAT”... 2013 was a year of changes for Facebook, with many more to come in 2014. These changes will have a big impact …

New Facebook Insights, changes to Facebook ad types, the end of the mysterious “PTAT”... 2013 was a year of changes for Facebook, with many more to come in 2014. These changes will have a big impact on how brands market on Facebook - what are you doing to make sure yours isn’t left behind?

Join uberVU and Blitzmetrics for an all-Facebook webinar. We’ll share what marketers can learn from the changes Facebook made in 2013, what will be hot for Facebook in 2014 and how you can plan your 2014 Facebook strategy using this knowledge. Stay ahead of the pack with expert advice from those who’ve been there: Dennis Yu, CEO of Blitzmetrics, and Dragos Ilinca, VP Marketing at uberVU.

In this webinar, you’ll learn:

Top takeaways from Facebook’s biggest changes in 2013: new Insights, updated Ads & more
What’s coming up in 2014 and how it will affect your brand
How to plan for your 2014 Facebook strategy: an action plan

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  • Every day, more than 500 million tweets, 500 million more open and active LinkedIn and Google+ accounts, and 3.5 BILLION likes & comments. And they’re all happening in real-time.
  • Every day, more than 500 million tweets, 500 million more open and active LinkedIn and Google+ accounts, and 3.5 BILLION likes & comments. And they’re all happening in real-time.
  • Every day, more than 500 million tweets, 500 million more open and active LinkedIn and Google+ accounts, and 3.5 BILLION likes & comments. And they’re all happening in real-time.
  • Thanks for taking time out of your day to work on your FB strategy.In 2013 Facebook made a lot of changes, most of them under the headline of “Introducing new tools for Marketers”. Today we’re going to focus on the 3 which have affected marketers most and will continue to do so: Newsfeed changes, new page insights and exciting new ad opportunities.
  • The new newsfeed, which FB announced earlier this year, did not yet roll-out to everyone. On seeing this, a lot of brands understandably got worried. The reason is the tab in red on the screen. Users will be able to filter their newsfeed and see updates from just their friends, tuning out pages or apps. And some brands are worried because they assume that’s the tab where most users will start spending their time. So it will become more difficult to get in people’s newsfeeds than it is today.So what are the solutions?
  • With this change, FB is giving users more control over what content they see while also pushing Pages to spend more on ads. Ads is one solution, but FB was clear that they will be serving less ads in these filtered parts of the feed than in the full newsfeed. Another solution is recruiting brand advocates. That’s a pretty obvious way to get into people’s feeds – have people that like you share your message to their friends. However, a lot of brands haven’t relied on brand advocates on FB so far – this is way more popular on Twitter, so this is going to require a learning curve.
  • Probably the most exciting change of 2013 for social media managers was the introduction of new Page Insights. This brought multiple enhancements to the Page analytics FB provides, but the most important ones are:More depth into the PTAT metricPost-specific scorecardsPTAT was broken into page likes, people engaged (unique users who have clicked on, liked, commented on, or shared posts), page tags and mentions, page check-ins, and other interactions with pages. This gives social media managers way more insight into what’s actually working for them, what their fans click on vs what they comment on and so on. This is very useful information when preparing content or campaigns.The post-specific scorecard aggregates all metrics for positive interactions (likes, comments, shares, clicks) and negative interactions(hide posts, hide all posts, report as spam, unlike page). This is incredibly useful going forward. Considering it’s going to be more difficult to get in people’s feeds, you need to make sure you understand both what your audience likes, and what they consider spammy. If enough people hide your posts, you might find it difficult to even get your ads to show for those people.
  • Let’s move on to ads.Facebook introduced Partner categories as targeting by getting data from 4 partners. You can now target your ads based on those partner categories, which are incredibly powerful especially for consumer brands. You can, for example, target Facebook users based on Job Title categories, FB users who are likely to buy a new Toyota, or users who spend above average on retail.Custom and lookalike audiences is another simple, but powerful idea.You can upload your very own email list, phone number list or FB app user id list. FB will find users based on those lists, and create an audience based on them which you can target – that’s called a Custom AudienceBased on that Custom audience you can create a Lookalike audience - FB will crunch data they have on the people you uploaded, and find similar people within their userbasewhoyou can target
  • Fab.com has been getting great results from using Custom and Lookalike. They upload their member list so they can advertise against it and have found that those people are 10x more likely to buy. You can also upload a list of your best customers and create a lookalike audience that you can advertise to.Bud Light on the other hand used Datalogix to measure offline (in store) sales lift from people that have been exposed to their FB ads. They were able to measure that the sales lift represented a 6x return on FB spend for them.
  • Another cool ad feature FB introduced is Objective Based Ad Buying. This serves 2 goals – to bridge the gap from spending on FB to getting the results marketers care about, andTo make it easier for more marketers to run ads. Social marketers who haven’t run traditional ads in the past might not know:If they should run a sidebar ad or a newsfeed adif they should go CPM or CPCEtc.So Facebook asks you what you want to achieve, and decides for you which of their ad formats and pricing will work best for you.
  • The last trend you need to pay attention to is mobile.In their Q3 earnings call, FB disclosed that mobile ad revenue now represents 49% of total revenue, up from 41% just a quarter ago.Also, FB (including Instagram) captures 1 in 8 minutes people spend on their desktop. While that’s really impressive, it doesn’t compare to the 1 in 5 minutes they capture on mobile. Factor in declining revenue from desktop sidebar ads and you can easily see how pushing you onto mobile is going to be a big focus for FB in 2014.So how do you take advantage of that?
  • First, make sure your ads and landing pages are optimized for multiple devices. There’s nothing worse than sending someone who clicked on your ad on their phone to a landing page that asks them to complete a 15 field form.Also, people behave differently while on their phone vs their desktop. That’s why FB introduced mobile-specific actions you can advertise against. For example, people are less likely to compete a long form upfront, but they’re very likely to click and explore, so put as few barriers as possible up front.These were the changes that affected marketers most in 2013 – and they point to a really exciting 2014 for marketers, which Dennis Yu will talk about.
  • Transcript

    • 1. Facebook: From 2013’s Changes To Your 2014 Strategy
    • 2. Housekeeping Interact Hashtag: #FBplan 2013 Changes, 2014 Predictions, Forecasting/ROI tool Q&A Anytime via chat or Twitter, replies at the end
    • 3. Hosts Dragos Ilinca, VP Marketing, uberVU ubervu.com @ubervu Dennis Yu, CEO, Blitzmetrics blitzmetrics.com @blitzmetrics
    • 4. About uberVU
    • 5. About Blitzmetrics
    • 6. 2013 – Many, Many Changes Newsfeed Page Insights Ads
    • 7. Newsfeed
    • 8. Newsfeed Solutions? Ads Advocates
    • 9. Page Insights PTAT Post-specific scorecard
    • 10. Ads – Targeting Options Partner Categories Custom & Lookalike Audiences
    • 11. Ads – Targeting Options Examples Acquisition: Lookalike: 50% higher LTV Sales: Custom Audiences: 10x more likely to buy ROI 6x Return On Spend
    • 12. Ads – Objective Based Buying
    • 13. Huge Mobile Focus 1 in 8 minutes 1 in 5 minutes
    • 14. Mobile – Getting Ready Ads & Landing Pages Multi-device, multi touch-point Mobile-specific Actions
    • 15. Follow us on Twitter and Facebook! @dragosilinca @dennisyu facebook.com/ubervu facebook.com/dennisyu
    • 16. The official line
    • 17. People complain that Facebook marketing doesn’t work.
    • 18. An increase in website traffic means fans are engaged, while an increase in session time means excellent content and relevancy. @dennisyu 26
    • 19. An increase in website traffic means fans are engaged, while an increase in session time means excellent content and relevancy.
    • 20. An increase in website traffic means fans are engaged, while an increase in session time means excellent content and relevancy. @dennisyu 28
    • 21. Read the LA Times article here. Hollywood is asking: “Is Facebook worth it?” 29
    • 22. We analyzed 9 billion page posts over a 60-day period before and after the change.
    • 23. 72% of movies and network TV shows have experienced a drop in the number of people who see their posts. 31
    • 24. 23% of the biggest studio pages saw a reduction in “engaged” users.
    • 25. The largest pages lost 45% of their traffic, followed by 36% for medium sized pages.
    • 26. Does Facebook work for B2B lead gen? How Social Affects Lead Generation
    • 27. Tailor each creative to the exact person you’re targeting.
    • 28. Segment campaigns and filter targeting aggressively.
    • 29. An increase in website traffic means fans are engaged, while an increase in session time means excellent content and relevancy.
    • 30. CTR proxies engagement, and maybe sales
    • 31. Target people by the companies they work for on Facebook Dental Equipment Manufacturer Software Technology Start-Up
    • 32. And by job title
    • 33. Sponsored stories create social proof “We recently started using the new Sponsored Updates on LinkedIn and have found great results.” Carra Manahan, Marketing Programs Coordinator Marketo
    • 34. How I Optimize Facebook Ad Campaigns In 15 Minutes Per Day DIRECT AND INDIRECT LIFE Split test to measure the life from social ads.
    • 35. Split test on Arbitron ratings. 80% to test and 20% to the control.
    • 36. Jack Daniel’s ran a test among different geos St. Louis, IN Philadelphia, PA
    • 37. There was a clear correlation in Facebook activity and the media plan by market.
    • 38. Facebook sits high in the funnel, and therefore drives greater awareness and more brand search terms, organic and paid.
    • 39. How to set up a split test 47
    • 40. Split test on Arbitron ratings 80% to test and 20% to the control 48
    • 41. Split test on Arbitron ratings 80% to test and 20% to the control
    • 42. An increase in website traffic means fans are engaged, while an increase in session time means excellent content and relevancy.
    • 43. Marketo, by driving engagement from Facebook, has increased brand awareness and searches for their name. They structured their content to specific audiences, then amplified to drive leads. The result: They got their blog into the AdAge Top 30 rankings.
    • 44. 52
    • 45. Facebook is tackling both word of mouth and search discovery with Graph Search.
    • 46. Search volumes are increasing, since graph search is one of the three pillars of Facebook. 54
    • 47. Dennis Yu on Ads Impact on Organic, Facebook Retargeting, and Local Business FACEBOOK EXCHANGE (FBX) Remarketing bridges the gap from visitor to customer.
    • 48. Recapture users who visited your site, but didn’t enter their zipcode.
    • 49. Show your site visitors your ads on the web.
    • 50. How Facebook Exchange (FBX) Works:
    • 51. How Rosetta Stone drove a 651% ROAS
    • 52. OBSERVATION #1 Use in-line likes. OBSERVATION #2: Write short wall posts. OBSERVATION #3: Ask questions. Don’t just make statements.
    • 53. OBSERVATION #4: Run your acquisition, retention, and organic campaigns at the same time. Observation #5: Branding is great, but revenue is better. 61
    • 54. Social media is at the top of the funnel, so you are aligning your messaging with the levels of engagement along the way. Awareness: Amplify what actually works to engage fans. Engagement: Once users are engaged, collect emails to increase conversions. Conversion: Increasing social visits to your website increases sales. ROI
    • 55. CUSTOM AUDIENCE TARGETING Let the CAT Out! Let the CAT out of the bag!
    • 56. Target your opportunities with CAT.
    • 57. Facebook’s Partner Category Targeting: Is Your Head Spinning Yet? PARTNER CATEGORIES Target by offline purchase behavior. 65
    • 58. Now you can run ads based on a user’s retail shopping behavior and other offline information Jobs Roles
    • 59. Now you are able to not only find the most interesting content from your pool of friends and brands, but one step beyond.
    • 60. Extra Credit TOP TIPS FROM BLITZ
    • 61. Blitz Tips: • • • • • • • • • Offsite pixel for CPA bidding. Conversion specs used with Optimized CPM to optimize ad delivery for specific actions. Place ads in mobile for maximum engagement. Onion Targeting is smart interest multiplication. Prune ads with broad category targeting. Partner Targeting to run ads based on user’s shopping behavior. PTAT to detect competitive ad spend. Facebook's Power Editor's special features. Target users by the companies they work for and by job title.
    • 62. @dragosilinca facebook.com/ubervu @DennisYu facebook.com/dennisyu
    • 63. Q&A
    • 64. Wrap Up Slides & Recording By email in the next few days Contact @DennisYu Facebook.com/DennisYu dennis@blitzmetrics.com @dragosilinca Facebook.com/ubervu dragos@ubervu.com

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