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Measuring Up With Facebook Chris Moreno

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From the SMX Social Media Marketing Conference in Las Vegas, Nevada, November 18-20, 2014. SESSION: Measure Up With Social Analytics. PRESENTATION: Measuring Up With Facebook - Given by Chris Moreno, @zogdigital of @ZOGDigital. #SMX #11B

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Measuring Up With Facebook Chris Moreno

  1. 1. Chris Moreno | Director, Paid Social Measuring Up With Facebook
  2. 2. ZOG Digital. Proprietary and Confidential WWW.ZOGDIGITAL.COM MEASURING UP WITH FACEBOOK Chris Moreno   Director, Paid Social   Areas of Expertise –  Paid Social –  Paid Search –  Mobile –  Retargeting   Founding Member of Facebook for Business   Select Clients –  National Geographic –  VeriFone –  Rack Room Shoes –  Yogurtland –  Warnaco Brands About ZOG Digital   Digital Marketing & Technology –  Audience Targeting –  Content Development & Management –  Search Engine Optimization –  Social Media Marketing –  Paid Advertising –  Design & Development   Inc. 500|5000, nearly 20-year heritage in digital marketing   zogdigital.com
  3. 3. ZOG Digital. Proprietary and Confidential WWW.ZOGDIGITAL.COM MEASURING UP WITH FACEBOOK Facebook Approach Execution & Targeting Measurement & Conversion Optimization & Reporting
  4. 4. ZOG Digital. Proprietary and Confidential WWW.ZOGDIGITAL.COM MEASURING UP WITH FACEBOOK Social by Design   Effective Post Creation   Custom Content –  Multivariate Creative –  Strategic Brand Placement –  Social Oriented DR (Direct- Response) Ads –  Succinct Ad Copy –  Strong CTA (Click-through Action)   Results –  Increase in Engagement, Reach and Connections –  Decrease in CPMs –  Real-time conversion tracking Facebook Approach
  5. 5. ZOG Digital. Proprietary and Confidential WWW.ZOGDIGITAL.COM Facebook Approach | Results Before After MEASURING UP WITH FACEBOOK AFTER BEFORE
  6. 6. ZOG Digital. Proprietary and Confidential WWW.ZOGDIGITAL.COM Facebook Approach | Results Before After MEASURING UP WITH FACEBOOK CPL Campaigns   CPF (Cost Per Fix) decreased by 44% to an average of $0.22 per fan   CTR (Click Through Rate) doubled to an average of 4.89%   Fan Connection doubled to 4.08% CPE Campaigns   CTR increase by 510% to an average of 7.88%   Engagement rates jumped to 7.52% (Facebook industry average Action rate is 3-4%)
  7. 7. ZOG Digital. Proprietary and Confidential WWW.ZOGDIGITAL.COM Targeting   Custom Audiences –  CRM –  1st Party Site Data   3rd Party Data Layers   Enhanced Behavioral Signals   Look-a-Like Placement –  News Feed –  FAN (Facebook Audience Network) –  Cross Device Model –  Right Column Desktop Experience MEASURING UP WITH FACEBOOK Execution & Targeting
  8. 8. ZOG Digital. Proprietary and Confidential WWW.ZOGDIGITAL.COM Facebook Conversion Measurement   FB Conversion Pixel –  E-commerce Checkout –  Lead Generation –  Registration –  Key Page Views –  Add to Carts –  Custom Website Conversions Additional Tracking   UTM Tracking   3rd Party Ad Severing   Unique Coupon UPC MEASURING UP WITH FACEBOOK Measurement & Conversion
  9. 9. ZOG Digital. Proprietary and Confidential WWW.ZOGDIGITAL.COM Cross Device Conversion Attribution   Segment campaigns or ad types by Impression Device and Action Device   Device drilldown –  Android Smartphone or Tablet –  Desktop –  iPad or iPhone –  All Other MEASURING UP WITH FACEBOOK Measurement & Conversion
  10. 10. ZOG Digital. Proprietary and Confidential WWW.ZOGDIGITAL.COM Search & Social Data   Facebook Audience Insights   Google Affinity Metrics   Layer & hyper target users Measurement   Brand lift in search & organic traffic   Increase in social engagement   Increase in conversion MEASURING UP WITH FACEBOOK Execution & Targeting
  11. 11. ZOG Digital. Proprietary and Confidential WWW.ZOGDIGITAL.COM Conversion & Optimization   Real-time conversion tracking allows for real-time optimization MEASURING UP WITH FACEBOOK Reporting & Optimization   Maximize Facebook self- optimization process –  Content Quality Score –  A/B test ad set level –  Device conversion placement
  12. 12. ZOG Digital. Proprietary and Confidential WWW.ZOGDIGITAL.COM MEASURING UP WITH FACEBOOK Measurement & Conversion | Results   Video reached 2M unique users with 71k+ engagements CPE ads resulted in 90k+ brand interactions 25K+ coupon downloads with 10.87% converted into in-store purchases 250% ROI
  13. 13. ZOG Digital. Proprietary and Confidential WWW.ZOGDIGITAL.COM Recap   Content is key. Creative needs to be social by design to increase reach, lower CPM’s and drive more traffic.   Take advantage of the full spectrum of Facebook targeting features. –  CRM, FB Custom Audience, Conversion bases LAL audiences.   Track conversions outside of direct click conversions or social engagement. –  Coupon Codes –  Lift in site traffic, branded search or visibility   Real time measurement, optimization and testing. MEASURING UP WITH FACEBOOK
  14. 14. HEADQUARTERS 18835 N. Thompson Peak Parkway Scottsdale, Arizona 85255 D: 480 426 9952 | F: 480 284 7376 WWW.ZOGDIGITAL.COM THANK YOU CHRIS MORENO chris@zogdigital.com | zogdigital.com/contact @ZOGDigital

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