1. Building a revenue stream with
Facebook advertising & social data
Ad:Tech San Francisco Raymond Rouf
raymond@graphscience.com
April 3, 2012 510-579-3146
2. Who are we?
GraphScience is a social
data company focused on
Facebook ad optimization
that delivers a 4-8X ROAS
at scale
3. Overview
Why social graph data is critical to your
brand
How we’re driving a 4-8X return on ad
spend at scale for brands
– Case Study:
When Facebook advertising will evolve from
engagement to revenue generation
11. Key Challenges
1. Why are we buying likes?
2. Do my fans buy?
3. Can Facebook be a revenue generating
channel?
12. GraphScience’s social data strategy
Fan campaigns
Acquire data points around their consumers
Direct response campaigns
Learnings from fan campaigns eliminated large
portion of campaign budget for testing
13. Proving out strong revenue & ROAS
Direct response campaign
Strong revenue performance
Higher average basket size compared to Free
People's other marketing channels
‘Fan to direct response’
Investment in fan campaigns helped drive 4x
ROAS on direct response campaigns
14. FreePeople sees results
Spend and Revenue
Dramatic
increase in
revenue
Spend
increases
1 11 21 31 41 51 61
Days
Spend (scaled) Revenue (scaled)
15. Learnings and long-term strategy
1. Understand social interests & creatives
that drive engagement and clicks
– Lifestyle, luxury, alternative music
2. Economies of scale through billions of
social click funnel data
17. GraphScience Direct Response Case Study
“ GraphScience
delivered better
performance than
SEM and display
advertising ”
Results:
4.5x ROI
$2,000,000
