XCMO 2013: Tracing the Twisty Path of Social ROI

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Take a peek behind the scenes to view data from 20 brand experiments to measure the offline impact of social and how their marketing mix not just correlates with, but works in tandem with each other.

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XCMO 2013: Tracing the Twisty Path of Social ROI

  1. 1. Facebook’s Hidden Conversion Rate Behind the Curtain of Top Campaigns Presented by Dennis Yu: dennis@blitzmetrics.com / @dennisyu
  2. 2. The official line @dennisyu 2
  3. 3. People complain that Facebook marketing doesn’t work. @dennisyu 3
  4. 4. An increase in website traffic means fans are engaged, while an increase in session time means excellent content and relevancy. @dennisyu 4
  5. 5. An increase in website traffic means fans are engaged, while an increase in session time means excellent content and relevancy. @dennisyu 5
  6. 6. An increase in website traffic means fans are engaged, while an increase in session time means excellent content and relevancy. @dennisyu 6
  7. 7. Read the LA Times article here. Hollywood is asking: “Is Facebook worth it?” @dennisyu 7
  8. 8. We analyzed 9 billion page posts over a 60-day period before and after the change. @dennisyu 8
  9. 9. 72% of movies and network TV shows have experienced a drop in the number of people who see their posts. @dennisyu 9
  10. 10. 23% of the biggest studio pages saw a reduction in “engaged” users. @dennisyu 10
  11. 11. The largest pages lost 45% of their traffic, followed by 36% for medium sized pages. @dennisyu 11
  12. 12. Does Facebook work for B2B lead gen? How Social Affects Lead Generation @dennisyu 12
  13. 13. Tailor each creative to the exact person you’re targeting. @dennisyu 13
  14. 14. Segment campaigns and filter targeting aggressively. @dennisyu 14
  15. 15. An increase in website traffic means fans are engaged, while an increase in session time means excellent content and relevancy. @dennisyu 15
  16. 16. CTR proxies engagement, and maybe sales @dennisyu 16
  17. 17. Target people by the companies they work for on Facebook Dental Equipment Manufacturer: Software Technology Start-Up @dennisyu
  18. 18. …and LinkedIn @dennisyu
  19. 19. And by job title @dennisyu
  20. 20. Sponsored stories create social proof “We recently started using the new Sponsored Updates on LinkedIn and have found great results.” Carra Manahan, Marketing Programs Coordinator Marketo @dennisyu
  21. 21. How I Optimize Facebook Ad Campaigns In 15 Minutes Per Day DIRECT AND INDIRECT LIFE Split test to measure the life from social ads. @dennisyu 21
  22. 22. Split test on Arbitron ratings. 80% to test and 20% to the control. 22
  23. 23. Jack Daniel’s ran a test among different geos St. Louis, IN Philadelphia, PA @dennisyu 23
  24. 24. There was a clear correlation in Facebook activity and the media plan by market. @dennisyu 24
  25. 25. Facebook sits high in the funnel, and therefore drives greater awareness and more brand search terms, organic and paid. 25
  26. 26. How to set up a split test 26
  27. 27. An increase in website traffic means fans are engaged, while an increase in session time means excellent content and relevancy. 27
  28. 28. Marketo, by driving engagement from Facebook, has increased brand awareness and searches for their name. They structured their content to specific audiences, then amplified to drive leads. The result: They got their blog into the AdAge Top 30 rankings. @dennisyu 28
  29. 29. The link between Google search and box office Quantifying Movie Magic with Google Search 29
  30. 30. Film-specific title keywords spike during release week. Quantifying Movie Magic with Google Search 30
  31. 31. 70% of the variation in box office performance can be explained with movie-related search volume seven days prior to release date. Quantifying Movie Magic with Google Search 31
  32. 32. @dennisyu 32
  33. 33. Facebook is tackling both word of mouth and search discovery with Graph Search. @dennisyu 33
  34. 34. Search volumes are increasing, since graph search is one of the three pillars of Facebook. @dennisyu 34
  35. 35. Dennis Yu on Ads Impact on Organic, Facebook Retargeting, and Local Business FACEBOOK EXCHANGE (FBX) Remarketing bridges the gap from visitor to customer. @dennisyu 35
  36. 36. Recapture users who visited your site, but didn’t enter their zipcode. @dennisyu
  37. 37. Show your site visitors your ads on the web. @dennisyu
  38. 38. How Facebook Exchange (FBX) Works: @dennisyu
  39. 39. How Rosetta Stone drove a 651% ROAS @dennisyu 39
  40. 40. OBSERVATION #1 Use in-line likes. OBSERVATION #2: Write short wall posts. OBSERVATION #3: Ask questions. Don’t just make statements. @dennisyu 40
  41. 41. OBSERVATION #4: Run your acquisition, retention, and organic campaigns at the same time. Observation #5: Branding is great, but revenue is better. @dennisyu 41
  42. 42. Social media is at the top of the funnel, so you are aligning your messaging with the levels of engagement along the way. Awareness: Amplify what actually works to engage fans. Engagement: Once users are engaged, collect emails to increase conversions. Conversion: Increasing social visits to your website increases sales. @dennisyu ROI 42
  43. 43. CUSTOM AUDIENCE TARGETING Let the CAT Out! @dennisyu Let the CAT out of the bag! 43
  44. 44. Target your opportunities with CAT. @dennisyu 44
  45. 45. Facebook’s Partner Category Targeting: Is Your Head Spinning Yet? PARTNER CATEGORIES Target by offline purchase behavior. @dennisyu 45
  46. 46. Now you can run ads based on a user’s retail shopping behavior and other offline information Jobs Roles @dennisyu 46
  47. 47. Now you are able to not only find the most interesting content from your pool of friends and brands, but one step beyond. @dennisyu
  48. 48. Extra Credit TOP TIPS FROM BLITZ @dennisyu 48
  49. 49. Blitz Tips: • Offsite pixel for CPA bidding. • Conversion specs used with Optimized CPM to optimize ad delivery for specific actions. • Place ads in mobile for maximum engagement. • Onion Targeting is smart interest multiplication. • Prune ads with broad category targeting. • Partner Targeting to run ads based on user’s shopping behavior. • PTAT to detect competitive ad spend. • Facebook's Power Editor's special features. • Target users by the companies they work for and by job title. 49
  50. 50. Split test on Arbitron ratings 80% to test and 20% to the control @dennisyu 50
  51. 51. Split test on Arbitron ratings 80% to test and 20% to the control @dennisyu 51
  52. 52. Email support@blitzmetrics.com for checklists and processes we use ourselves to optimize campaigns and estimate traffic. D e n n i s Yu dennis@blitzmetrics.com @dennisyu 52

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