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Maximising Facebook ROI - TBG Digital

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Maximising Facebook ROI - TBG Digital

  1. 1. Maximising Facebook ROI© TBG Digital 2011
  2. 2. > About TBG Digital • One of the largest Facebook advertisers in the world • 110 Staff, specialising in driving ROI • 200 Clients in over 190 Countries • Launched in 2001, now focussed purely on monetisation of Facebook • First Facebook Alpha API Partner • Global coverage – offices: • London (HQ) • San Francisco • New York • Chicago • Paris • Hamburg© TBG Digital 2011
  3. 3. > The Challenge© TBG Digital 2011
  4. 4. A: FacebookQ: Where can I build, engage andmonetise the biggest audience online?(Q2: How?)
  5. 5. ?
  6. 6. What are Facebook’s ROI opportunities for a brand?
  7. 7. >> Listen, learn and engage Old thinking? Market Share Transactions Insight Loyalty Efficiency Viral Global© TBG Digital 2011
  8. 8. > People influence people .Engagement creates yoursocial network wherefriends meet and talk to youand each other about you© TBG Digital 2011
  9. 9. > What’s Social? Awareness Interest RECOMMEND Desire Action© TBG Digital 2011
  10. 10. > What’s “Social by design”?Don’t thinkabout howyou can fitsocialmedia intoyourbusiness © TBG Digital 2011
  11. 11. > Value of a Facebook fan? “Fans spend $71.84 more on products for which they are a fan” “Fans are 28% more likely continue using the brand” “Fans are 41% more likely to recommend a fanned product to their friends” What’s the value of YOUR Facebook fan? Source: SocialTRAC™, Value of a Facebook Fan. ©2010 Syncapse Corp. www.syncapse.com© TBG Digital 2011
  12. 12. > 15% to 44% cheaper Reduce the cost of > Registrations by 44% > Event signups by 33% > Purchases by 15% * Results of a 4.1 billion ad-impression, thirteen-client test© TBG Digital 2011
  13. 13. > Real example DR CTR CPC CR CPA 0.02% $1.35 0.8% $168.75 via CTR CPC CTF CPF CR CPA Fans 0.04% $0.79 67% $1.18 1% $118.00 30% decrease in CPA for subscription© TBG Digital 2011
  14. 14. > Social Selling Social wish lists Allow your fans to create a social gift list. Facebook shop Shop within Facebook. Promote top-selling items, and learn from user comments. Gift vouchers Select your amount, select your Facebook friend and pay. Easy! Redeem online or in shop. Check in and reward Increase footfall. Reward fans for checking-in into your store, or taking friends along.© TBG Digital 2011
  15. 15. > Convert fans offline 20% Conversion rate for people who actually walk into a store is 20% for retailers© TBG Digital 2011
  16. 16. > Some brands already started playing...© TBG Digital 2011
  17. 17. CASE STUDY: Heineken Poland© TBG Digital 2011
  18. 18. > Heineken – Social By Design
  19. 19. So it succeeded because..?
  20. 20. > To SummarizeIn order to maximise your ROI remember this: Social By Design is now an imperative Put people at the heart of your thinking Right Ad in front of Right user Build truly amazing applications as utilities or as the essence of your brand Encourage sharing in every conceivable way(anyone interested in f8?)© TBG Digital 2011
  21. 21. +Then News feed = Filtered sharing Profile = Recent activityLikes & Interests = Explicit endorsementOpen Graph 1.0 = Simple connections (Pages, Apps, Install Like)
  22. 22. +Now Sidebar Ticker = Lightweight sharing Timeline = Scrapbook of your life Verbs & Nouns = Unlimited connectionsOpen Graph 2.0 = New class of apps
  23. 23. +Timeline +Open Graph“All your stories, all your Apps and a “Frictionless, real-time serendipitynew way to express who you are” and finding your friend’s patterns”= Profile on steroids = seamless sharing permission & discovering more fasterA place for lightweight content New class of applications+ Friends/Lists (circles?) + Communication+ Subscribe (follow?) + Games+ Ticker (twitter?) + Media (news, music, video etc.) + Lifestyle (shopping, cooking etc.)Users freely share EVERYTHING Way more social:without spamming their friends or Lee “watched” Dextertheir boss/client/mom Lee “read” King Lear Lee “listened to” JayZ
  24. 24. +Future More sharing & content = Free media Media and Lifestyle = Useful apps and contentMore content & usage = More time spent More ad inventory = Stabilise media costs Apps will be utilities = Build quality to lastMore targeting available = Better engagement

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