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Vanity dies hard: Make your Facebook Strategy Make Sense


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Forget Vanity Metrics. Find here all you need to know in order to make your Facebook Stratgegy make sense! This keynote was delivered on November 25, 2013, at the AllThingsFacebook conference in Athens, Greece.

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Vanity dies hard: Make your Facebook Strategy Make Sense

  1. 1. Vanity Dies Hard Make Your Facebook Strategy Make Sense
  2. 2. “The number of „fans‟ you have does not make you better than anyone else. Hitler had millions, and Jesus had 12.”
  3. 3. Social Media Is Overwhelmingly About Reach And Engagement 89% Increased Exposure 75% Increased Traffic 69% Provided Marketplace… 65% Developed Loyal Fans 61% Generated Leads 54% Grow Business… 47% Reduced Marketing… 43% Improved Sales 0% 20% 40% Engagement Source: Social Media Examiner, Social Media Marketing Industry Report 2013 60% Reach 80% ROI 100%
  4. 4. Marketing success metrics haven‟t changed
  5. 5. The Right Measurement Can Transform Business Reach Resonance Reaction Numbers, demos, overlap and frequency Changes in perception Impact on sales and maximizing efficiency across channels
  6. 6. Hmm… Interesting
  7. 7. Marketers Plan To Expand Their Social Budgets 18% 16% 16% 14% 12% 10% 8% 9% 7% 6% 4% 2% 0% Do You Currently Spend On Social? Source: The CMO Survey August 2013 Will You Spend In The Next Year? Will You Spend In Five Years?
  8. 8. Facebook Is The Most Important Social Media Platform For Marketers 9% 12% 49% 14% 16% Facebook LinkedIn Blogging Source: Social Media Examiner, Social Media Marketing Industry Report 2013 Twitter Others
  9. 9. Marketers Are Planning To Increase How Much They Use Facebook 3% 4% 28% 66% Increase Stay The Same Source: Social Media Examiner, Social Media Marketing Industry Report 2013
  11. 11. 1.1 Billion Active Users Worldwide
  12. 12. Reach Your Target Audience At Scale 1.2M 1.1M 1.1M Female 25+ Relationship Engaged Married 13-25 Mobile Source: Facebook internal data based on inferred and reported data, March 2013
  13. 13. Every day, on average, we see 2.5M people in Greece which is >5x than that of «Το Βήμα»
  14. 14. which is >1.7x than that of «Κλεμμένα Όνειρα»
  15. 15. which is >1.5x than that of Youtube
  16. 16. Every Day, More Time Is Spent On Facebook Than Anywhere Else Online Desktop Time Spent Average Daily Minutes 14 12 Facebook is 10 18% 8 6 4 2 0 of all time spent on the desktop Internet every day
  17. 17. People Are Deeply Engaged With Facebook 90% 63% of US smartphone owners read their News Feed at least once a day read it several times a day or are constantly checking it Source: IDC Always Connected Report, US, March 2013
  18. 18. Every Day, More Time Is Spent On Facebook Than Anywhere Else On Mobile Mobile Time Spent Average Daily Minutes 30 25 Facebook & Instagram are 20 15 27% 10 of all mobile time spent daily 5 0 Source: comScore Mobile Metrix, US March 2013
  19. 19. Drive Business Growth And Real Results Across The Purchase Funnel
  20. 20. Drive Greater Brand Resonance Than Other Online Ad Campaigns Ad Recall Online Average Facebook Facebook Brand Awareness 98% Online Average Facebook Source: Nielsen Brand Effect norms, May 2012 31%
  21. 21. The average online reach for narrowly targeted campaigns is 27% accurate Source: Nielsen OCR, October 2012 The average Facebook reach for narrowly targeted campaigns is 91% accurate
  22. 22. Acquire Customers More Efficiently In a study of campaigns from Q4 2012, cost per acquisition on Facebook is Source: Aggregate Knowledge, Q4 2012 68% less than other online channels
  23. 23. Close Friends And Family Are Most Influential Sources Of Advice 72% 66% 41% 38% 22% Close Friends Family Source: Nielsen/Facebook Survey, 8/2012 Other Facebook Friends Organisations, companies Celebrities that you're a fan (excluding close friends) brands products that you're of fan of
  24. 24. Reach All The People Who Matter To You The Facebook population Friends of fans Source: comScore Power of a Like, June 2011 Free Paid media Paid media Paid media Fans 16% of fans
  25. 25. Drive More Sales More Efficiently FBX drives nearly 3x more purchases at 40% lower cost Source: MediaMath, December 2012
  26. 26. An Always-On-Strategy
  27. 27. The Wind Success Story
  28. 28. Wind “W” Facebook Premium Launch The major objectives were to increase reach, break the clutter & drive strong awareness.  Reach Block  Desktop  Mobile  Log out experience • Reach 2,5 million In 24 Hrs 50% Of GR Online Population
  29. 29. Wind “W” Facebook Premium Launch “We were very much impressed by the results, which were truly remarkable considering our investment in the medium & the novelty of this advertising medium. Our objectives and associated KPIs were successfully met & even surpassed our initial expectations.” Iraklis Doumas, Head of Online, Wind Hellas • 20% Raise In New Contract Sales • 10% Raise In Website‟s Traffic
  30. 30. Wind Double Play “Medium” Success Story
  31. 31. Maximize Sales Of Wind Double Play Medium The launch of Double Play M, an onlineonly product, aiming to a broad range of users was our challenge to effectively utilize Facebook not only to engage users to new activities but also to boost online sales, increase site traffic and activate mobile advertising.  Newsfeed Desktop & Mobile  Marketplace Social Ads  Facebook Exchange • 300% Raise In Website‟s Traffic • 25% Increase in Click to Call • FBX reduced CPA by 70% •
  32. 32. Vanina Leka Sales Director ThinkDigital