All Things Facebook Romania @ IM World
Social is not an objective: Building your Facebook Strategy
Serhad Luca Bolukcu
CEE Market Manager, Global Sales
Weronika Sobolak
Client Partner, Global Sales, CEE
SOCIAL IS NOT
AN OBJECTIVE
All of the people that matter to you.
Every day.
Everywhere.
Where they discover what matters to them.
Facebook is one of the most effective
marketing platforms on the planet
Focus on the marketing activity, not just fans

Facebook
Fans

Organic

Target Group for a specific
marketing initiative
Components of Marketing Strategy on Facebook

Objectives

Goals &
KPIs

Tactics
Objectives
Objectives
•

What is the purpose of the marketing activity?

•

How does it tie back to business results?

•

Why does th...
NOT FANS
NOT CLICKS &
CTR
Clicks do not equal sales
Nielsen NetEffect meta analysis: “There is no correlation between CTR and ROI%”

1400%

ROI
%

9...
Facebook is a marketing platform
INCREMENTAL REACH

ACTIVE CONSIDERATION

TRIAL & INCR CONSUMPTION

INFLUENCE & ATTRIBUTIO...
Goals & KPIs
Goals & KPIs

What are the metrics should be tracked to
determine if the activity was successful?
(ALSO)
NOT CLICKS OR
CTR
Clicks do not equal brand resonance
Correlations with Click-through Rate

Ad Recall Delta
Brand Awareness Delta
Message As...
Find the right KPIs / goals / targets
And narrow down to the most important
Solutions vs KPI’s
Objective

Performance Indicator(s)

Message awareness

Brand/message awareness > Resonance > Reach / F...
Tactics
Tactics

Content
It’s harder to capture consumers’
attention than ever before
Get a chance to capture attention at massive scale in the most engaging space online and on
mobile
Tactics

Timing
Combine always on strategy with intensive bursts

Awarenes
s

Awareness

Awareness

Loyalty, Reach and Engagement

Acquisi...
Big initiative coming? Secure incremental reach

Marketing Effort

1 Distribution
build
Build
excitement
at retail

2 Bran...
Tactics

Media
Online Conversions
News Feed
Existing Page post link ad

New Page post link ad

Right Hand Side
(RHS)

Domain Ad

Page pos...
Awareness
News Feed

Logout Experience

Sponsored
stories

Page Like
Video

Video

RHS

Events
Photo
Store visits / in-store sales
News Feed

RHS

Offers

Events

Photo

Sponsored
stories
Loyalty

News Feed

Sponsored
stories

Page Like
Video

Events
Photo
Mobile app installs, engagement and conversion
Tactics

Integration
Integrate
Do not silo Facebook or digital activity. Connect paid, owned,
earned marketing. Some examples
•
•
•
•
•

Tradit...
Integrate
Yet another app?
• Do you really need it?
• Content and good media strategy will get you very far.
• Do you have...
Social is not an objective - Building your Facebook startegy by Serhad Bolukcu & Weronika Sobolak  @  All Things Facebook
Social is not an objective - Building your Facebook startegy by Serhad Bolukcu & Weronika Sobolak  @  All Things Facebook
Social is not an objective - Building your Facebook startegy by Serhad Bolukcu & Weronika Sobolak  @  All Things Facebook
Social is not an objective - Building your Facebook startegy by Serhad Bolukcu & Weronika Sobolak  @  All Things Facebook
Social is not an objective - Building your Facebook startegy by Serhad Bolukcu & Weronika Sobolak  @  All Things Facebook
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Social is not an objective - Building your Facebook startegy by Serhad Bolukcu & Weronika Sobolak @ All Things Facebook

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Social is not an objective - Building your Facebook startegy by Serhad Bolukcu & Weronika Sobolak @ All Things Facebook

  1. 1. All Things Facebook Romania @ IM World Social is not an objective: Building your Facebook Strategy
  2. 2. Serhad Luca Bolukcu CEE Market Manager, Global Sales
  3. 3. Weronika Sobolak Client Partner, Global Sales, CEE
  4. 4. SOCIAL IS NOT AN OBJECTIVE
  5. 5. All of the people that matter to you. Every day. Everywhere. Where they discover what matters to them.
  6. 6. Facebook is one of the most effective marketing platforms on the planet
  7. 7. Focus on the marketing activity, not just fans Facebook Fans Organic Target Group for a specific marketing initiative
  8. 8. Components of Marketing Strategy on Facebook Objectives Goals & KPIs Tactics
  9. 9. Objectives
  10. 10. Objectives • What is the purpose of the marketing activity? • How does it tie back to business results? • Why does the CEO/CFO care?
  11. 11. NOT FANS
  12. 12. NOT CLICKS & CTR
  13. 13. Clicks do not equal sales Nielsen NetEffect meta analysis: “There is no correlation between CTR and ROI%” 1400% ROI % 900% 400% 0.00% -100% Correlation = -.07% 0.10% 0.20% Click through Rate Breakeven 0.30%
  14. 14. Facebook is a marketing platform INCREMENTAL REACH ACTIVE CONSIDERATION TRIAL & INCR CONSUMPTION INFLUENCE & ATTRIBUTION
  15. 15. Goals & KPIs
  16. 16. Goals & KPIs What are the metrics should be tracked to determine if the activity was successful?
  17. 17. (ALSO) NOT CLICKS OR CTR
  18. 18. Clicks do not equal brand resonance Correlations with Click-through Rate Ad Recall Delta Brand Awareness Delta Message Association Delta Purchase Consideration Delta Brand Favorability Delta -1.0 -0.5 0.0 0.5 No strong correlations emerge between CTR and any of the Brand Effect metrics. Source: Nielsen 1.0
  19. 19. Find the right KPIs / goals / targets And narrow down to the most important
  20. 20. Solutions vs KPI’s Objective Performance Indicator(s) Message awareness Brand/message awareness > Resonance > Reach / Frequency > Video Views Online sales / lead generation Conversions (attributed) > Conversions Drive retail sales Retail sales > In-store traffic> Reach / Frequency Drive (mobile) app installs LTV > Installs Build brand & loyalty Repeat customers > Brand perception > Reach / Frequency > Fans / Engagement
  21. 21. Tactics
  22. 22. Tactics Content
  23. 23. It’s harder to capture consumers’ attention than ever before
  24. 24. Get a chance to capture attention at massive scale in the most engaging space online and on mobile
  25. 25. Tactics Timing
  26. 26. Combine always on strategy with intensive bursts Awarenes s Awareness Awareness Loyalty, Reach and Engagement Acquisition, Performance Marketing Objectives
  27. 27. Big initiative coming? Secure incremental reach Marketing Effort 1 Distribution build Build excitement at retail 2 Brand launch Generate awareness, purchase intent & trial 3 Sustain momentum Maintain trial & drive repeat Reach Block Logout experience Target Block Reach Block Target Block Page post ads & sponsored stories News feed desktop & mobile Page likes and post engagement
  28. 28. Tactics Media
  29. 29. Online Conversions News Feed Existing Page post link ad New Page post link ad Right Hand Side (RHS) Domain Ad Page post photo ad w/ URL Logout Experience
  30. 30. Awareness News Feed Logout Experience Sponsored stories Page Like Video Video RHS Events Photo
  31. 31. Store visits / in-store sales News Feed RHS Offers Events Photo Sponsored stories
  32. 32. Loyalty News Feed Sponsored stories Page Like Video Events Photo
  33. 33. Mobile app installs, engagement and conversion
  34. 34. Tactics Integration
  35. 35. Integrate Do not silo Facebook or digital activity. Connect paid, owned, earned marketing. Some examples • • • • • Traditional media aligned with digital (and Facebook) CRM: E-mail, customer support, telesales Owned presences: Website, resource centers, video assets, Client advocate groups Sponsorships, CSR projects
  36. 36. Integrate Yet another app? • Do you really need it? • Content and good media strategy will get you very far. • Do you have an audience? • Do you have a budget to promote it? • 20/80 production/promotion • Is this really an experience that a person on the street will enjoy? (e.g. Would they do it if there was no prize?)

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