Performance Marketing and Facebook


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Performance Marketing and Facebook

  1. 1. Performance<br />In<br />Sanjit Atwal<br />UK Network Director<br />TradeDoubler<br />David Parfect<br />Head of Sales<br />Facebook<br />Mike Tompkins<br />Chief Technical Officer<br />Top CashBack<br />Lee Griffin<br />Commercial Director<br />TBG London<br />
  2. 2. |Performance<br /> In Facebook|<br />The Google Gamble…<br />Facebook Social Plug-ins<br />Top CashBackCase Study<br />TBG London & Facebook advertising<br />Influence Targeting<br />
  3. 3. |Performance<br /> In Facebook|<br />Everyone in this room…and then some!<br />Population:<br />Sanjit Atwal<br />UK Network Director<br />TradeDoubler<br />
  4. 4. |Performance<br /> In Facebook|<br />Vs<br />42%<br /><ul><li>Average percentage of traffic 10 top UK affiliates are receiving from Google</li></ul>100%<br /><ul><li>Percentage of top 5 search affiliates who received a ‘Google slap’ in the last 18 months</li></ul>Alexa, August 2010 <br />
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  18. 18. |Performance<br /> In Facebook|<br />Utilising Facebook Social Plug-ins in Affiliate | Case Study<br />Mike Tompkins<br />Chief Technical Officer<br />Top CashBack<br />
  19. 19. |Performance<br /> In Facebook|<br />More recently, we have utilised Facebooks new Social Plugins<br />Top Cashback Embracing <br />Social Interaction<br />
  20. 20. |Performance<br /> In Facebook|<br />Increase Member BaseThrough a new distribution channel, as well as brand awareness, we can increase acquisition of members via referral links from Facebook users profile pages.<br />Increase Trust As our site is free, having an independent community ‘Liking’ our site and particularly friends of people browsing our site, it re-assures users of its legitimacy.<br />Increase ConversionsUsers seeing a ‘like count’ helps to drive further interest in an offer, increasing sales and adding value for our merchant partners.<br />Goals for using the plugins<br />
  21. 21. |Performance<br /> In Facebook|<br />Like Box – a no-brainer !- Adds a ‘Trust’ element to our site<br />- Re-enforces our testimonials- Enables independent inbound referrals<br />- Takes just minutes to integrate<br />Homepage ‘Like Box’ Benefits<br />
  22. 22. 1) Like Button Provides<br />- Recommendation Element- Community Feel<br />4.3%<br />2) Clickthrough<br />Rate Increase<br />BUY<br />4) Extra Distribution Channel Leads to increased referrals and sales<br />4.4%<br />3) Transactions<br />Increase in number<br />of members purchasing<br />|Performance<br /> In Facebook|<br />
  23. 23. |Performance<br /> In Facebook|<br />During a three week split test period, we have experienced an average of 3.4% increase in transactions for a selection of 8 merchants, as well as acquiring new members through ‘like’ referrals. This in itself is a positive result for the small investment required.<br />However, what do our users think of merchant offers which currently have a zero or low ‘like’ count?<br />Our next stage is to further test the impact of those merchant pages. Perhaps it will be determined that the ‘Like button’ should be shown only for more ‘newsworthy’ offers and promotions?<br />+ve and -ve<br />
  24. 24. |Performance<br /> In Facebook|<br />We’ve found ways that the social plugins can benefit our business. I do however feel we’re in the early stages of optimising the returns.<br />As there are many types and ways to integrate social media – each site has to find the way and areas in which social sites best interact with your users to provide a positive benefit.<br />Conclusion<br />
  25. 25. |Performance<br /> In Facebook|<br />Influence Targeting| Increasing Conversion Rates<br />Sanjit Atwal<br />UK Network Director<br />TradeDoubler<br />
  26. 26. |Performance<br /> In Facebook|<br />Geo targeting<br />Behavioural targeting<br />Social targeting<br />Contextual targeting<br />Re-targeting<br />90% of online consumers trust recommendations from people they know <br />
  27. 27. |Performance<br /> In Facebook|<br /><ul><li>Slow start with early adopters influencing change
  28. 28. Product sales pick up during mid-term
  29. 29. Adoption levels off after time</li></ul>Product adoption<br />By boosting early adoption through key influencers, sales can increase market share quicker<br />Time<br />
  30. 30. |Performance<br /> In Facebook|<br />1) Incentivise affiliates to identify key influencers through Facebook social plug-ins<br />2) Provide strategic offers to selected demographics to increase early adopter ‘multiplication’ rate<br /> Take more market share and build a more balanced and scalable future for your affiliate programme!!!<br />Conclusion<br />
  31. 31. |Performance<br /> In Facebook|<br />Questions?<br />