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"Optimizing the use of Facebook in the cross channel mix"

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Does Performance exist in Social Media? And, if so, how can we maximize the impact of Facebook in our digital campaigns? Alina Petri, Country Manager of ForestView in Romania, goes from theoty to practice and offers 10 valuable insights.

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"Optimizing the use of Facebook in the cross channel mix"

  1. 1. Facebook in the cross channel mix 10/10/2013 Alina Petri, Country Manager Romania ForestView is a unit of
  2. 2. Background Traditional mental model of acquisition Shelf -> First Moment of Truth Experience -> Second Moment of Truth THEN stimulus happy/sad customer
  3. 3. Background New mental model via online purchase Feedback NOW stimulus • reviews • ratings • search • community • WoM • product comparison • Average shopper uses over 14 sources of information to make his/her final decision. • Younger shoppers use over 21 sources. Source: Zero Moment Of Truth: Ways To Win Shoppers At The ZMOT, Google, 2012 Shelf -> First Moment of Truth Experience -> Second Moment of Truth happy/sad customer
  4. 4. Background New mental model via online purchase Feedback NOW stimulus • reviews • ratings • search • community • WoM • product comparison • Average shopper uses over 14 sources of information to make his/her final decision. • Younger shoppers use over 21 sources. Source: Zero Moment Of Truth: Ways To Win Shoppers At The ZMOT, Google, 2012 Shelf -> First Moment of Truth Experience -> Second Moment of Truth happy/sad customer
  5. 5. In other words, User’s Path To Conversion: Actual Path to Conversion Perceived Path to Conversion RESEARCH SEE CLICK ENGAGE Be there — Every Step of the Path BUY
  6. 6. FromTheory to Practice Optimized Use of Facebook in Digital Campaigns
  7. 7. Car Insurance Case Study Facebook as part of a cross-channel digital campaign
  8. 8. The Challenge Generate online leads and sales in the highly competitive car insurance market across digital media Cross-channel Most Common Marketing Challenges Forrester Research 2012
  9. 9. The approach: Right Data- Right Decisions The Set Up • • • • • • Ad Serving & Tracking for all Media Connection to the client’s CRM Data Communication Channel Set Up Optimization Platforms & Tools Creative adaptation per medium Unified KPIs Reporting Digital Channels Affiliate Marketing Cross Channel KPIs Report
  10. 10. What did we optimise? Media Channel Attribution (budget split/channel) Type of ads Placement Positioning Images Text Call to Action Targeting Creative Interests Age Groups Time Bidding Techniques Buying
  11. 11. Results & Conclusions  Significant fluctuations in channel performance within a 7-day period  Arbitrating across all channels can lead to savings Display better than Facebook up to 30% Search better than Facebook 3-week data FV Network Same CPA as Search Facebook better than Display
  12. 12. Results & Conclusions + 80% CTR with new creatives & split testing - 70% average CPA with Retargeting - 76% CPA on Facebook + 42% increase in conversion rates with New Landing Pages + 10% Leads with less than half the budget for the second 6-month period
  13. 13. FMCG Case Study Increase Number of Fans on Facebook - Cost Per Like Campaign -
  14. 14. “The biggest ever Frappe delivery / mission”
  15. 15. The Challenge Increase page fans by decreasing the Cost Per Like
  16. 16. The approach:  Use best performing channels  Use creatives with a “like us on facebook” design Campaign Custom Solution to track Like – Unlike Previous Fans Lower Cost Per Like
  17. 17. Creatives (visuals & messages) tested We are planning the biggest frappe* delivery / mission ever! Help us send frappe to Greeks abroad with only one like! Send one box of Nescafé to one Greek living abroad with only one like. Become part of the biggest Frappe mission ever! *Frappe is considered the national Greek Drink 
  18. 18. Creatives (visuals & messages) tested
  19. 19. What did we optimise?         Images Text Interests Age Groups Type of ads Time Banners Websites Daily Monitoring Process
  20. 20. Results & Conclusions 77% of total likes from our ad campaign 25% Lower Cost Per Like
  21. 21. Results & Conclusions Approx. 20% more likes on weekends 54% 47 % of likes by fans aged 18-24 Male 23% 37% of likes by fans aged 18-24 Female 23%
  22. 22. Success Story
  23. 23. What’s next?
  24. 24. The 10 Takeaways
  25. 25. For a performance digital campaign 1. A minimum CPA does not always mean maximum ROI. 2. The entire budget on one single channel could be risky, even if that channel has a low cost per action. 3. DO NOT stop campaigns with high cost per action NOW, they DO influence results on other channels -> optimize on channel atribution!
  26. 26. For performance through Facebook 4. Clear campaign objectives (awareness, clicks, fan acquisition, app installs, etc.) 5. Creative adjusted to the goals (sponsored stories get the cheapest fans, page post ads bring the cheapest clicks and the ads from newsfeed have the highest CTR) 6. Use as many creatives as possible for standards and like ads.
  27. 27. For performance through Facebook 7. Use very specific target features [demographics, socials, interest]; split target in clusters -> optimize within each cluster. 8. Test [ types of ads, targeting options, placements, retargeting tools] -> Use optimizations tools 9. Constantly monitor and optimize 10. Adapt messages! It should start real conversations between people!
  28. 28. Performance – the big picture DEFINE CLEAR GOALS MONITOR TEST OPTIMIZE
  29. 29. Yes, Performance Exists in Social Media! Thank You!
  30. 30. alinap@forestview.eu www.forestview.eu Find us at Stand 67  Find us in Social Media:

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