Driving Real ROI With Facebook                                                    Jared Roy, Director Search & Social© 201...
© 2012 Webtrends, All Rights Reserved.   |
Webtrends Social                  At Webtrends, we help customers meet their specific                  social media object...
Webtrends Maximizes Social ROI           • Our customers that track clicks on ads back to business             value actio...
Only 60% of National                 Advertisers are measuring                 the ROI of their social media              ...
Social shift2008                                                               2012                                       ...
Social shift  We’re going to focus on Facebook  The social shift = Facebook© 2012 Webtrends, All Rights Reserved.   |
Our Approach:           Webtrends Performance Social Marketing           Four foundational best practices that make Facebo...
Our Approach:           Webtrends Performance Social Marketing           1. Build your audience           2. Market to & M...
Step 1 – Build your audience© 2012 Webtrends, All Rights Reserved.                         |
The Truth About Facebook Posts                                         6,011 – 61,100        Source: PageLever© 2012 Webtr...
Best Practices For Facebook Advertising           1. Target Fans for conversion           2. Target demographics for Fan a...
Most Important Targeting Concept: Personas© 2012 Webtrends, All Rights Reserved.             |
3 Common Ways To Screw It Up           1. Geo targeting only           2. Demographic targeting only           3. Interest...
3 Common Ways To Screw It Up                                         Geo targeting only                                   ...
How to target better           1. Use geo and demographic data to REFINE your              personas, not to DEFINE them   ...
Example: Motorcycle Superstore           Used to do interest clumping© 2012 Webtrends, All Rights Reserved.      |
Motorcycle Superstore Creating Personas           Created 3 personas: Sport bike riders, Cruiser riders,             Dirt ...
Motorcycle Superstore: Increasing CTR                                         Original ad ran for three months            ...
More Ads With A Smaller Reach Vs Mass Is Better                                               Reach: 138,332              ...
Step 2 – Market to & Monetize                                                              your fans© 2012 Webtrends, All ...
Ads To Fans Is The New List          • Fans are 100% opt-in          • Ads are your email campaigns          • Apps are yo...
Ads To Fans Is The New List                            Ad                       .05%              Avg. CTR of ads to non-f...
Performance Social Campaigns                                          Like                             Ad                 ...
Targeted at Fans                             Segmented by top selling                             geographies, gender,    ...
Apps are ideal                 landing pages for                 Facebook ads© 2012 Webtrends, All Rights Reserved.   |
Avg Order Value                                                             1. Email $129.94                              ...
Step 3 – Measure & Optimize© 2012 Webtrends, All Rights Reserved.                        |
Become an Analytics Geek© 2012 Webtrends, All Rights Reserved.   |
Thank You                                         web                                         mobile                      ...
Paltalk Scene           Tap into international markets on Facebook to test CPA of             paid search vs. Facebook ads...
Facebook ads driving to .com   Facebook Ads                          Website Landing Page   Download© 2012 Webtrends, All ...
Facebook Segmentation Targeting                                            Facebook          Users                        ...
Region and Language CPA                                               Target CPA of $7.00   Results Varied by Region      ...
Grocery Outlet           162 Facebook pages - gain fans and emails for             remarketing           Sweepstakes to gi...
Grocery Outlet Solution  Persona Targeted Facebook Ads by 162 zip codes  » Women interested in coupons, discounts, deals  ...
Persona Examples  Women Interested in Deals, Discounts, Coupon                                         Moms Looking for a ...
Results  67% of fans from ads promoting the $1000 and $100 shopping  sprees vs 33% promoting the free car give away       ...
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Driving Real ROI With Facebook

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Jared Roy, Director, Global Client Services, Webtrends

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Driving Real ROI With Facebook

  1. 1. Driving Real ROI With Facebook Jared Roy, Director Search & Social© 2012 Webtrends, All Rights Reserved. |
  2. 2. © 2012 Webtrends, All Rights Reserved. |
  3. 3. Webtrends Social At Webtrends, we help customers meet their specific social media objectives through proven strategies leveraging our world-class products and services. Whether your objectives are fan growth, engagement or monetizing existing fans, Webtrends has a programmatic approach of strategy, targeted ad buys, engaging Facebook applications, and deep measurement to reach those goals. We have done this for hundreds of clients and are exceeding client objectives daily.© 2012 Webtrends, All Rights Reserved. |
  4. 4. Webtrends Maximizes Social ROI • Our customers that track clicks on ads back to business value actions like an ecommerce purchase or lead generation, increase their spend faster than the average Facebook advertiser. • Some of our customers using our Webtrends Performance Social Marketing best practices are getting cost per actions that are lower than search. • Using our cross domain tracking, our customers can prove when Facebook campaigns drive searches on Google days or even weeks later that lead to a conversion. That means our customers can give Facebook a more comprehensive revenue attribution.© 2012 Webtrends, All Rights Reserved. |
  5. 5. Only 60% of National Advertisers are measuring the ROI of their social media efforts Association of National Advertisers “2012 Digital/Social Media Survey”© 2012 Webtrends, All Rights Reserved. |
  6. 6. Social shift2008 2012 Twitter LinkedIn Google+ Method: Publishing Method: Campaigns Media: Owned and Earned Media: Paid, Owned & Earned Metrics: Mentions, Share of Facebook Metrics: PTAT, Engagement, Twitter Voice & Sentiment Impressions, CTR, CPA & LinkedIn Conversions MySpace Tools: Monitoring & multiple communication clients Tools: Social Ad Management, Social Applications, Analytics & Facebook Unified publishing clients,© 2012 Webtrends, All Rights Reserved. | |6
  7. 7. Social shift We’re going to focus on Facebook The social shift = Facebook© 2012 Webtrends, All Rights Reserved. |
  8. 8. Our Approach: Webtrends Performance Social Marketing Four foundational best practices that make Facebook advertising efficient enough to be profitable: 1. Use many highly targeted ads, not one big reach ad 2. Target ads to fans for conversion because they click 7X more on ads than non-fans, which means cheaper CPC 3. Link ads to Facebook apps instead of websites because they get at least 2X the conversion rate & cost 29% less 4. Refresh creative regularly because CTR tends to peak within 72 hours© 2012 Webtrends, All Rights Reserved. |
  9. 9. Our Approach: Webtrends Performance Social Marketing 1. Build your audience 2. Market to & Monetize your fans 3. Measure & Optimize© 2012 Webtrends, All Rights Reserved. |
  10. 10. Step 1 – Build your audience© 2012 Webtrends, All Rights Reserved. |
  11. 11. The Truth About Facebook Posts 6,011 – 61,100 Source: PageLever© 2012 Webtrends, All Rights Reserved. |
  12. 12. Best Practices For Facebook Advertising 1. Target Fans for conversion 2. Target demographics for Fan acquisition 3. Double conversion rate by connecting them to a Facebook Application vs. your Website 4. Complete the conversion in Facebook vs. your Website© 2012 Webtrends, All Rights Reserved. |
  13. 13. Most Important Targeting Concept: Personas© 2012 Webtrends, All Rights Reserved. |
  14. 14. 3 Common Ways To Screw It Up 1. Geo targeting only 2. Demographic targeting only 3. Interest clumping only© 2012 Webtrends, All Rights Reserved. |
  15. 15. 3 Common Ways To Screw It Up Geo targeting only Clueless Demographic targeting onlyonly Interest clumping© 2012 Webtrends, All Rights Reserved. |
  16. 16. How to target better 1. Use geo and demographic data to REFINE your personas, not to DEFINE them 2. Break out interests into logical personas© 2012 Webtrends, All Rights Reserved. |
  17. 17. Example: Motorcycle Superstore Used to do interest clumping© 2012 Webtrends, All Rights Reserved. |
  18. 18. Motorcycle Superstore Creating Personas Created 3 personas: Sport bike riders, Cruiser riders, Dirt Bike riders© 2012 Webtrends, All Rights Reserved. |
  19. 19. Motorcycle Superstore: Increasing CTR Original ad ran for three months Average CTR for FB ads is .05% We’re averaging .15%, which is 3X higher $0.33 cost per fan creative every 72 hours Persona ads rotated© 2012 Webtrends, All Rights Reserved. |
  20. 20. More Ads With A Smaller Reach Vs Mass Is Better Reach: 138,332 Avg CTR: 1.7% CPC: $0.04 Reach: 212,835 Avg CTR: .453% CPC: $0.17© 2012 Webtrends, All Rights Reserved. |
  21. 21. Step 2 – Market to & Monetize your fans© 2012 Webtrends, All Rights Reserved. |
  22. 22. Ads To Fans Is The New List • Fans are 100% opt-in • Ads are your email campaigns • Apps are your landing pages • Facebook fan page is your website© 2012 Webtrends, All Rights Reserved. |
  23. 23. Ads To Fans Is The New List Ad .05% Avg. CTR of ads to non-fans .35% Avg. CTR of ads to fans© 2012 Webtrends, All Rights Reserved. |
  24. 24. Performance Social Campaigns Like Ad App Post Tweet Site Email© 2012 Webtrends, All Rights Reserved. |
  25. 25. Targeted at Fans Segmented by top selling geographies, gender, and age ranges© 2012 Webtrends, All Rights Reserved. |
  26. 26. Apps are ideal landing pages for Facebook ads© 2012 Webtrends, All Rights Reserved. |
  27. 27. Avg Order Value 1. Email $129.94 2. Social $127.09 3. Search $124.37 4. None/Organic $111.74 5. Affiliate $109.61 6. Display $104.30 7. Sponsorships $0 8. Contest $0 Iframe tabs can’t seetrack the visitor through to To the Facebook Ad Facebook App another property, such as a Website campaign IDs in the referring link from an ad or website, you need a solution a post. that supports cross-domain Webtrends adapted their tracking. tag to enable attribution.© 2012 Webtrends, All Rights Reserved. |
  28. 28. Step 3 – Measure & Optimize© 2012 Webtrends, All Rights Reserved. |
  29. 29. Become an Analytics Geek© 2012 Webtrends, All Rights Reserved. |
  30. 30. Thank You web mobile social© 2012 Webtrends, All Rights Reserved. |
  31. 31. Paltalk Scene Tap into international markets on Facebook to test CPA of paid search vs. Facebook ads Drive users to product download Target CPA of $7.00© 2012 Webtrends, All Rights Reserved. |
  32. 32. Facebook ads driving to .com Facebook Ads Website Landing Page Download© 2012 Webtrends, All Rights Reserved. |
  33. 33. Facebook Segmentation Targeting Facebook Users Users that users interested in Interest Targeting “Like” interested in Messenger competitors Chat products products Regional Targeting Middle East Asia United States Language Targeting English Arabic Vietnamese© 2012 Webtrends, All Rights Reserved. |
  34. 34. Region and Language CPA Target CPA of $7.00 Results Varied by Region Region Cost/Conv Middle East $4.66 Asia $12.26 United States $27.98 Results Varied by Language in Each Region Language Cost/Conv Middle East - English $5.10 Middle East - Arabic $3.22© 2012 Webtrends, All Rights Reserved. |
  35. 35. Grocery Outlet 162 Facebook pages - gain fans and emails for remarketing Sweepstakes to give away a car along and14 shopping sprees ($1,000 & $100)© 2012 Webtrends, All Rights Reserved. |
  36. 36. Grocery Outlet Solution Persona Targeted Facebook Ads by 162 zip codes » Women interested in coupons, discounts, deals » Moms looking for a bargain » People with low income jobs » People that are unemployed » People interested in inexpensive organic food » Moms with teenagers » Women interested in cooking© 2012 Webtrends, All Rights Reserved. |
  37. 37. Persona Examples Women Interested in Deals, Discounts, Coupon Moms Looking for a Bargain Moms with Teenagers© 2012 Webtrends, All Rights Reserved. |
  38. 38. Results 67% of fans from ads promoting the $1000 and $100 shopping sprees vs 33% promoting the free car give away Vs.Over 80,000 fans at ave CPF of $.3370,000 emails collected at $.28/email© 2012 Webtrends, All Rights Reserved. |

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